Balkan & Black Sea Regional Commission General Assembly, Brussels, 28 May 2015

cultural tourism in the Black Sea area

George Drakopoulosspecial adviser, UNWTOcounselor, EESCpresident & ceo, tourism generis

in the next few minutes

• sustainability & commercial dimension • volume of business• methodological framework

culture as a tourism product technical, functional, administrative issues challenges

sustainability dimension

Environment

People

sustainability dimension

Demand

Supply

Environment

People

commercial dimension

Profit

Demand

Supply

Environment

People

volume of business

European outbound trips 2009 2014

sun & beach 23% 29%

city break 11% 21%

touring 12% 23%source: world travel monitor

culture as a tourism product

cultural heritage

culture as a tourism product

creative industries

lifestyle elements

cultural heritage

modern arts

culture as a tourism product

archaeological sites

museums

cultural heritage

culture as a tourism product

visual arts

performing

modern art

culture as a tourism product

gastronomy

local customs

lifestyle elements

culture as a tourism product

fashion

graphic design

creative industries

by the way…

reconsider?

EUROPEAN CULTURE

LABEL

road map

administrative &

political

functional

technical

road map: technical

• audit sites • inventory infrastructure• info gaps• visitor mgt guidelines• official travel routes

road map: functional

• travel facilitation visa

connectivity

• branding

branding exercise

• many countries, too many branding approaches

branding tip

brand products, not areas

road map: administrative-political

• governmental policies• legal instruments• governance framework

the challenge: tourism

enrichment

diversification

complementarity

the challenge: society

intellectuality

creativityquality of life

Balkan & Black Sea Regional Commission General Assembly, Brussels, 28 May 2015

cultural tourism in the Black Sea area

George Drakopouloswww.tourism-generis.com