Tourism powers the creative and cultural economies of Europe

Wed 12 April, 2017

The University of Bedfordshire’s leading international tourism expert spoke at a European conference that looked at how to create more sustainable tourism in the region.

Dr Peter Burns, Director of the University’s Institute for Tourism Research (INTOUR), delivered the opening keynote speech at a conference organised by the Network of European Regions for Competitive & Sustainable Tourism (NECSTouR) in Seville.

He told the delegates: “Tourism is frequently cited as the engine for socio-economic growth. It is indeed the driving force behind the visitor economy, which in turn powers the creative and cultural economies.

“We can see that tourism and culture, including cultural heritage, are inseparable. By capitalising on local heritage and culture, destination management organisations take a key leadership role in their local visitor economy’s growth by creating the conditions for creative, cultural, and touristic businesses to thrive.”

The conference was one of a series of events to mark the UN’s International Year of Sustainable Tourism for Development, and focused on the part Smart Destinations play as drivers of change for more sustainable tourism in Europe.

Peter Burns

Prof Burns pointed out that the new digital age and advances in technology had improved connectivity and communication for people across the planet. However, this avalanche of information has produced a sense of relentlessness among tourists, who are increasingly looking for something different from their trips, resulting in thrill seeking and a lack of brand loyalty.

“Regions are unique, so are the populations that inhabit them, so are the tourists that visit them. If tourism is one of the major cogs of the global economy, then the uniqueness of regions is the oil that keeps it turning and smart tourism is the fuel that keeps it going,” said Prof Burns.

The United Nations 70th General Assembly has designated 2017 as the International Year of Sustainable Tourism for Development, which aims to raise awareness of the contribution of sustainable tourism to development among public and private sector decision-makers and the public, while mobilising all stakeholders to work together in making tourism a catalyst for positive change.