Culture and Tourism

Cultural tourism is one of the largest and fastest-growing global tourism markets. Culture and creative industries are increasingly being used to promote destinations and enhance their competitiveness and attractiveness. 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.While in Europe as a whole culture has always played a leading role to attract visitors, there are countries in other regions that have only recently incorporated culture in the development of tourism products and in their promotion strategy – and still others which have yet to start in this direction.
For this reason, in launching the OECD study in Mexico, several world class figures in the area of culture were invited to reflect along with tourism industry experts on the role culture is increasingly playing in the development of tourist destinations.
This event of 300 participants, included a study visit to Michoácan State, the subject of a Mexican case study on culture and tourism.