Transcript The objective of the panel discussion If the relationship

DISCUSSION PAPER
PANEL 1: BEST PRACTICES OF INNOVATIVE SOLUTIONS AND INVESTMENT
IN ENHANCING SYNERGIES BETWEEN TOURISM AND CULTURAL AND CREATIVE INDUSTRIES
The objective of the panel discussion
If the relationship between culture and tourism is long established and well documented, it is less
so for the relationship between the creative industries and tourism. The objective of this panel is
therefore to discuss policies for developing creative tourism and innovative ways of funding this
development.
Background
Culture and tourism were historically linked from the start. The wealthy were travelling to see
works of art (seven marvels of the world…) and learning from other cultures. During the
Middle-Ages, pilgrimages were also an opportunity for sightseeing. As of the "Grand Tour"
marking the advent of modern tourism, it was mainly about the first-hand discovery of classical
antiquity and the Renaissance in France, Italy and Greece. This continued with cruising born in
the mid-19th century, which was at first a way to encounter the Mediterranean cultural treasures.
Cultural tourism remained until now a strong motivation for travelling.
If cultural tourism is a major asset for European tourism, it needs however "Cultural and
Creative Industries" (CCI) to partially reinvent itself and attract the new generations, in
particular through storytelling, gamification, etc. This aspect will be covered by Panel 2.
CCIs are also an indispensable source of innovation for other types of tourism, starting with
creative tourism as illustrated for instance by the remarkable revamping of Linz (Austria)
through Ars electronica http://www.aec.at/news/en/
CCIs however are a rather heterogeneous collection of sectors, including architecture, archives
and libraries, artistic crafts, audio-visual (including film, television, video games and
multimedia), cultural heritage, design, festivals, music, performing and visual arts, publishing,
radio, fashion and high end.1
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Commission Communication “Promoting cultural and creative sectors for growth and jobs in the EU”,
COM(2012) 537 final
While private sector and tourism organisations must lead on the development of creative content
to attract visitors, public authorities have an enabling role to play by (1) raising awareness of
CCIS potential for tourism, (2) setting up frameworks where these sectors can meet, (3) develop
mutual knowledge and (4) supporting innovative approaches.
Concretely speaking the contribution of public authorities to enhance synergies between tourism
and CCIs may take many forms such as:

the obligation to prepare a "smart specialisation" strategy (an ex ante conditionality to
access EU funds) which led many regions to better take into consideration tourism &
CCIs synergies2 / awareness raising

the possible creation by the European Commission of a working group on CCIs and
tourism (Open Method of Coordination among Member States) / meeting place

the elaboration of the "Museum and Creative Industries Toolkit"3 / mutual knowledge

the identification of most relevant models of crowdsourcing and crowdfunding / mutual
knowledge

the support for dedicated incubators such as the "Welcome City Lab" (Paris & Co) at
local or European level (COSME 2017)

the support for network and cluster development based on new models of governance

commissioning place-specific artworks on the occasion of the European Capitals of
Culture4

setting up "Creative Credits scheme" distributing vouchers that enabled SMEs to "benefit
from the expertise and innovative potential of UK creative businesses" (pilot in the
Manchester City Region 2009-10)
The adoption of Digital Single Market and Single Market Strategy packages, the Juncker
Investment Plan with the creation of the new EFSI fund, as well as the European Structural and
Investment Funds present new opportunities. Various EU programmes such as Horizon 2020,
Creative Europe or COSME are also financially supporting innovative SMEs, networks and
clusters5.
DISCUSSION POINTS:
1. Where are the most effective solutions for enhancing synergies between tourism and
CCIs?
2. What are the most promising / least used ways to fund these synergies?
3. What should be the main priorities for EU support?
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Cf. Guide to Regional Innovation Strategies for Smart Specialisation (Smart specialisation platform)
http://s3platform.jrc.ec.europa.eu/documents/20182/84453/120420_CCI_Policy_Handbook_(FINAL).pdf
Developed by the Northern Ireland Museums Council. Explaining to CCIs what museums have to offer (great
shooting locations for movies, art collections able to inspire designers, …) and vice versa, how to develop
projects together and how to manage relationships http://www.nimc.co.uk/what-we-do/guidance-andinformation/museum-and-creative-industries-toolkit/
http://www.2018.nl/en Installation of artworks in the Wadden Sea, a World Heritage Site next to Leeuwarden,
2018 European Capital of Culture (with Valletta)
"Guide on EU funding for the tourism sector" http://ec.europa.eu/growth/tourism-funding-guide
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