The potential of Cultural & Creative Industries (CCIs) in developing new Cultural & Creative Tourism (CCT) products and services for Growth & Jobs, is being advanced by the Cult-CreaTE project with policy change in 8 regions.
Common challenges are:
- The contribution of CCIs to CCT has not been given the attention it deserves to date. Cultural tourism needs CCIs to partially reinvent itself and attract the new generations. CCIs are also an indispensable source of innovation for other types of sustainable tourism, typically ‘Creative Tourism’.
- Creative Tourism is considered a new generation of cultural tourism by involving the tourists themselves and the locals in the creation of the tourist products (co-creation).
- CCIs are in a strategic position to promote smart, sustainable and inclusive growth in all EU regions and cities, and thus contribute fully to the Europe 2020 Strategy and beyond, through their deployment for CCT.
- While some EU regions have been very good at tapping into this extraordinary potential as a way to promote socio-economic development, it however, appears that many others have not been making most of this potential.
- Synergies between sustainable tourism and CCIs can enhance the visibility and promotion of CCT. These synergies can contribute to the promotion of sustainable tourism destinations, an attraction of new investment and creation of new employment opportunities, particularly for youth and in lagging regions.
The overall objective is to redeploy CCIs for the development and promotion of CCT strategies, with sustainability, innovations, capitalisation, policy learning, policy implementation and capacity building.
Main outputs are action plans, with implementation and monitoring of improved policy instruments in 8 destination regions, communication and dissemination tools for policy learning and capacity building, contribution to EU
policies and EU2020 targets. The beneficiaries are public authorities and their stakeholders.
- Capacity building of partners' key staff, stakeholders and policy makers which will enhance their ability to identify and meet policy instrument improvement challenges.
- Better cooperation/partnerships between public and private sectors, tourism and cultural and creative sectors.
- Improved policy instruments will ensure sustainable regional development and influence policy makers in other regions.
- The project will contribute to the Policy Learning Platform of the programme which will ensure continuous EU-wide policy learning and knowledge management.
- Project results will provide added value to the initiatives at EU level with improved policy instruments and will influence other Structural Funds programmes.
- The results may be included in the agenda of relevant EU institutions (EC, EP, EESC, CoR), European and international organisations (UNESCO, UNWTO) and other relevant stakeholders by discussions and consultations.
A. Identification of CCIs and potential contribution to CCT development
A review of available studies and documents on CCIs and CCT will be undertaken to set the scene.
The CCIs in each partner area will be identified and documented. Through structured interviews with key actors, the potential contribution of CCIs to CCT development will be investigated. The ways to involve CCIs in CCT activities will be analysed and explored.
B. Best practices of CCT based on CCIs
Previous and current best practices on CCIs involvement in CCT development and delivery will be identified, analysed, exchanged and transferred between partner areas, for capitalisation (including from INTERREG IVC, Creative Europe and COSME programmes).
C. CCT product development based on CCIs
On the basis of the results from A and B above, CCT product development based on CCIs will be undertaken in each partner area, with close involvement of key stakeholders and external experts. Common and interregional CCT products will also be investigated between the partner areas.
D. Governance and Business Models related to CCIs for CCT.
Cultural and Creative clusters can emerge organically in specific urban frameworks through relations of production, work, research, education, entertainment and leisure. This type of cluster generally has particular characteristics which lead to dynamic and distinctive urban areas. On the other hand cultural and creative clusters can be promoted in a top-down approach by national, regional or local authorities who recognize the importance of their development or can emerge spontaneously in a bottom-up approach. Cluster development options for CCIs serving CCT needs will be examined, with subjects such as improvements in governance, structure & business models to facilitate CCT product development based on CCIs.