Cultural tourism is one of the largest and fastest-growing global tourism markets, according to the OECD. Figures from the World Travel Organisation indicate that culture and heritage tourism accounts for 37 per cent of all global travel and is worth more than $1 trillion annually.
Culture and creative industries are increasingly being used to promote destinations and enhance their competitiveness, uniqueness and attractiveness. As a result, many locations are now actively developing their tangible and intangible cultural assets as a means of developing comparative advantages in an increasingly competitive tourism marketplace, and to create local distinctiveness in the face of globalisation.
