Creative Tourism Network Magazine (R)

NO. 1- SUMMER 2018

Creative Tourism Magazine YOUR MEDIA FOR CREATIVE TOURISM UPDATES

www.creativetourismnetwork.org

TABLE OF CONTENTS 3 4 7 15 16 19 22 24 26 28

Editorial: What if we didn't talk about tourism anymore?

Interview with Greg Richards Co-originator of the creative tourism concept Creative Tourism Awards

What’s new in our Creative Friendly Destinations?

Interview with Carol Hay, Director of Marketing UK & Europe for the Caribbean Tourism Organisation The perfect creative weekend in Ibiza!

Save the dates... and be creative!

Creative Tourism for Craft Lovers

My TO-DIY list in Barcelona

Welcome to the Creative Tourism Academy!

www.creativetourismnetwork.org

EDITO: What if we didn't talk about tourism anymore?

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Make your trips go smoother and smarter with these fun and cool travel gears.

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INTERVIEW Interview with Professor Greg Richards, co-originator of the Creative Tourism concept: 1. The Creative Tourism concept was co-invented by yourself and the Professor Crispin Raymond in the early 2000. Almost two decades later, could we say that this was a visionary concept?

Creative tourism is a relatively new niche that is being taken up by destinations around the world. The basic reason for this is the growing dissatisfaction with traditional models of tourism development, and the realisation that the creativity of both hosts and tourists is an important potential resource for the sustainable development of tourism. Perhaps this was not seen as widely as it is now, with a growing number of destinations complaining about the negative effects of mass tourism and ‘overtourism’.

2. Among a wide range of interpretations, what is the “official” definition of “creative tourism”?

The creative tourism concept developed from work carried out in a number of European destinations in the late 1990s. In order to engage tourists more in local culture, a number of partners in the Eurotex project began offering visitors the chance to learn more about the ways in which local products were made. The creative tourism idea was first defined

by Crispin Raymond and myself in 2000, as: “Tourism which offers visitors the opportunity to develop their creative potential through active participation in learning experiences which are characteristic of the holiday destination where they are undertaken”.

This definition encapsulates the key principles of creative tourism: offering opportunities for personal creative development, increasing engagement by enabling visitors and their hosts to be creative together and linking the creative activities to the destination.

This concept was developed further through the first formal creative tourism project, launched by Crispin in New Zealand in 2001.

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This underlines the potential for creative tourism to improve the quality of tourist experience and also to facilitate learning and knowledge exchange between visitors and people in the destination.

3. Can you explain why is creative tourism especially important at this moment?

The growing demand for creative tourism underlines the need for people to express themselves and develop their creative potential. They also want to give meaning to their lives by doing something creative, rather than just consuming more things. Many tourists are also dissatisfied with the current offer of tourism products, which are often seen as standardised and inauthentic. Because creative experiences directly involve the visitor in the local culture and creativity of local people, it can provide much more engaging and satisfying tourism experiences.

Destinations are also recognising that traditional tourism development models have serious limitations, not least because most destinations seem to be offering more of the same. In order to distinguish themselves, destinations need to think about what is original and distinctive about the places that people visit. Very often this lies in the way in which people live their daily lives. This kind of distinctiveness is now sought after by tourists who want to ‘live like a local’. This is something that is described in more detail in the book Reinventing the Local in Tourism.

4. How can we develop creative tourism?

Creative tourism can be developed in many different ways, but often the most effective projects are developed through networks. The creative industries themselves are supported by networks of creative producers and intermediaries, and they are often keen to connect with visitors. The first steps to developing creative tourism therefore often lie in: • Identifying creative resources • Finding creative ‘switchers’, or people who can link the local and global levels • Developing platforms to link with creative people elsewhere • Creating events and other engaging content In taking these steps the important point is to maintain the specificity and distinctiveness of the creative content. People can be creative anywhere, so they need a reason to come and be creative in your destination rather than anyone else’s.

Creative can be the main motivation for travel, an activity that people can engage in, but it can also provide an attractive backdrop to other forms of activity. For example, many people travel to places because of the creative ‘vibe’ or atmosphere that they offer, rather than any specific creative activities that are taking place there.

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5. Can you maintain the authenticity of the experiences if the demand increases?

The problem has now changed because authenticity is increasingly linked to relationships. Relationships are not a finite resource like the Sagrada Familia that will be degraded by over-use. We can always form new relationships with new people in different situations that we can consider to be authentic. In fact, as we are now part of the authenticity of the encounter, to question the authenticity of these relationships is also to question the authenticity of self. But there is no doubt that relational resources will also need to be managed – not everybody will want to have a tourist sleeping on their couch and taking up room at the dinner table. At present these problems are limited, because there is a match between the desire of tourists to meet locals and the desire of many locals to meet new people from elsewhere. But the supply of curious people is also unfortunately limited in most societies.Ajouter des lignes dans le corps du texte

6. And finally, what is the future of creative tourism?

Creative tourism is currently a niche market that is interesting as a means of developing sustainable forms of tourism compatible with the needs of local people. But as the creative industries expand in destinations around the world, there is also a more general relationship emerging between creativity and tourism. A recent report by the OECD on Tourism and the Creative Economy (2014) points out the ways in which many countries and regions are now positioning the creative industries as drivers for tourism and other export-orientated activities. This link is now expanding the traditional scope of ‘cultural tourism’ or ‘heritage tourism’ into new areas supported by contemporary creativity, such as pop music, design, fashion and gastronomy (OECD, 2014). This is also driving the growth of new markets, particularly in emerging regions such as Asia, Africa and Latin America. In the future, therefore, creative tourism may also be an area of convergence of different areas of development policy, focussed not just on tourism growth, but also on the ways in which tourism can contribute to growth in creativity for tourists and local people alike.

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The Creative Tourism Awards is put on by the Creative Tourism Network® at the World Travel Market in London every year. This year will be the fifth year that we award companies, projects and destinations from around the globe who are committed to creative tourism. Here are winners from previous years, whose achievements we would like to highlight.

Call for entries for the Creative Tourism Awards 2018 is now opened. www.creativetourismnetwork.org/awards

THE PREVIOUS WINNERS

2017 Best Strategy for Creative Tourism Development : Patchwork Methodology (Brazil) The Patchwork Methodology is a strategy for creative tourism development based on collaborative techniques. It is aimed to small cities who possess a potential to renew their tourism activity through the creative tourism by generating a routine of debates, co-creation, testing, validation and promotion that contributes to the local communities empowerment.

Best Creative Residency : New Hermopolis (Egypt) New Hermopolis is an individual non-profit social enterprise founded with the mission of capitalizing on Middle Egypt’s heritage for the cultural and economic development of this region. New Hermopolis offers the opportunity to host lectures, training courses, intercultural events as well as art exhibitions/ performances for the benefit of the local community and international visitors.

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Best Creative Travel Agency: TLVstyle (Israel) Israeli tastemaker, entrepreneur, curator and fashioncontent expert Galit Reismann decided to combine her passion for fashion with her deep connection to Tel Aviv. With a keen interest to meet people of different walks of life and cultures, she founded TLVstyle which aims to promote fashion tourism in experiential an innovative ways, from customized tours, to events and special projects.

Best Creative Destination: (Ex-aequo): Hull 2017 (UK) Using culture and creativity at the heart of its programming, Hull 2017, European Capital of Culture has worked with partners in Hull City Council and Visit Hull & East Yorkshire to deliver a yearlong programme of engaging and inspiring culture for residents and visitors alike.

Best Creative Destination: (Ex-aequo): Aegean Islands (Greece) The Islands of South Aegean is a unique destinations for travelers to experience the local culture through customized activities fostering interactions with the local community. This gives travelers the opportunity to feel the essence and character of each island.

Best Creative Experiences: Local Moods (Greece) Local Moods promotes the creative and eco tourism in the peninsula of Peloponnese, Greece. They propose a variety of workshops such as mosaic, jewelry, ceramic, weaving, gastronomy, photography for travelers who want to feel like a local by sharing unforgettable moments with professionals and craftsmen of the area.

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2016 Best Strategy for Creative Tourism Development : Visit Estonia Estonia is the best creative place to visit as this country offers you a total immersion in Baltic culture through many creative workshops such as palmse ceramic workshops, traditional soap workshops, silver jewelry workshops, and many others. On the other hand, let yourself be overwhelmed by the charm of its Baltic heritage filled of history and its very patriotic inhabitants, and participate to their traditional celebrations and festivals.

Best Creative Destination : Pafos Region – Cyprus The Region of Pafos is the ideal place to experience the local culture creatively. Its human scale, its rich intangible heritage and its people’ friendliness will overcome your creative tourism's expectations! Artisans and craftspeople will immerse you within the universe of handcrafted delights from hand-woven rugs, of wood carving, mosaic work, basket making, culinary experiences or traditional dances, surrounded by the beauty of the old city or the natural scenery.

Best Creative Travel Agency : Human Connections (Mexico) Human Connections is a non-profit organization from Mexico, that connects people from all around the world and from different backgrounds through educational programs, which provide a platform for local people to share their culture . They work with artisans, tradespeople and organizations in Latin America. Their goal is to empower local communities, to increase understanding and to show that responsible travel has the power to affect positive social change.

Best Creative Residency : La Tavola Marche (Italy) La Tavola Marche offers a unique sensory and culinary experience in a 300 year-old farmhouse, where people actively participate in Italian culture and interact with local artisans, farmers and wine makers. Their cooking classes connect visitors with local people through their food, their culture and their land.

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Best Creative Experiences : The Place (Cyprus) The Place, home of cypriot arts, crafts and traditions, offers the possibility for people all around the world to get a hands-on experience of Cyprus culture and tradition. People can enjoy live demonstrations of traditional handicrafts (weaving, wood carving, pottery or basketry between others) and taste homemade food and delicious local products with artisans and farmers of the region.

2015 Best Strategy for Creative Tourism Development : Les Iles de la Madeleine (Canada) Located at the east of Quebec the Magdalen Islands. The singular Acadian culture and the inhabitants' friendliness make the Islands are an invitation for any traveler eager to immerse into its original culture by participating in a weaving, a natural soap or a honey candle workshop, a cooking or a ceramic class or a tales jam sessions, among many other activities.

Best Creative Destination : Saint-Jean-Port-Joli (Canada) Saint-Jean-Port-Joli is a very charming town situated in Quebec, on the banks of the majestic St. Lawrence River.

Named Cultural Capital of Canada in 2005 by the Canadian Heritage, the village of Saint-Jean-Port-Joli is full of artists and artisans from various artistic fields including wood carving, contemporary sculpture, stained glass, contemporary dance , music and singing …

Best Creative Experiences (Ex-aequo) : Creative Iceland (Iceland) Discover the very essence of Icelandic culture as seen through the eyes of the local people. Meet, explore, make, learn with the people that make Iceland a unique place. Iceland knitting, Icelandic cheese and skyr, Icelandic folk songs master class.

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Best Creative Experiences (Ex-aequo) : Responsible Photography Holidays (UK) Responsible Photography was founded by Gail Ward who combined her photography, writing and travel industry background and experiences of working with people of different abilities, ages and cultures to develop the concept for collaborative and participatory photography, cultural and educational activities and projects.

Best Creative Travel Agency (Ex-aequo) : Studiainitalia (Italy) Studiainitalia is an agency that specializes in creative tourism and Italian courses in Italy. They collaborate with different educational institutions, art ateliers and local handcrafting shops located in different Italian regions in order to offer all kinds of cultural stays in this country. They offer courses in language, culture, arts, crafts, fashion, design, restoration, sports, food and wine.

Best Creative Travel Agency (Ex-aequo) : Easyfrascati.com (Italy)Best Creative Destination : Saint-Jean-Port-Joli (Canada) This website was created to make it easy for tourists to discover Frascati and to help the community flourish with its natural touristic resources. Easyfrascati.com is a resource to incentivize modern travelers to book directly. The aim is also to enable travelers to authentically.

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2014 Best Strategy for Creative Tourism Development : Société Marocaine d’Ingénierie Touristique (SMIT) – Ministère du Tourisme du Maroc Société Marocaine d’Ingénierie Touristique –SMIT (Morocco) – Tourism Engineering and Investment (Ministry of Tourism of Morocco). In its program, the SMIT uses the creativity as an inclusive and structuring tool for the tourism sector as well as for the local communities. Indeed it involves the locals in the co-creation of a new tourist offer based on the crafts, traditions and intangible heritage, guaranteeing this way the sustainability of the tourism industry and a value chain for the territory.

Best Creative Destination : Crikvenica (Croatia) Located on the Adriatic coast, the Crikvenica Riviera does not only offer awesome beaches!

Its rich intangible heritage and its exceptional climate all year long seduce the creative tourists eager to discover the local culture by participating in traditional festivals with the locals, as well as to experience themselves with the crafts, the gastronomy or the local dances, thanks to a wide array of activities.

Best Creative Experiences (Ex-aequo) : 5Bogota (Colombia) 5Bogota connects travelers with local hosts that want to showcase the country in a different way.

This allows travelers to explore the country in a unique way while also supporting the local businesses and development. They also create tailor-made trips depending on the tastes of each client.

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Best Creative Experiences (Ex-aequo) : Istra Inspirit (Croatia) Istra Inspirit is a tourism project in Istria that underlines the value of existing unused resources of cultural and historical heritage of the region with the revival of historical events and authentic locations, through staged Istrian legends and myths. It’s an example of best practice of creative and innovative tourism. What make this project distinctive and recognizable are its quality, its originality, its innovation and its sustainability.

Best Creative Residency : Cerdeira Village Art&Crafts (Portugal) Come to Cerdeira to be part of this creative and artistic hub in an environment where art and nature are closely linked. Stay in a tranquil and isolated environment, learning from your fellow artists. Here, your artistic project can take shape, and you can share ideas, knowledge and experiences with other artists, who visit from every corner of the world.

Without doubt, an unforgettable experience.

Best Creative Travel Agency : Wild at Art (UK) Experience Scotland differently with Wild at Art. Its mission as Creative Travel experts is to give visitors from all over the world the opportunity to do art and learn new skills, with guidance from some of the best Scottish artists. Connect with this beautiful locations in an authentic way. Relax, create & enjoy…and let them do the rest.

www.creativetourismnetwork.org/awards

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What’s new in our Creative Friendly Destinations?

Saint-Jean-Port-Joli welcomes the fifth edition of its Biennal of Sculpture which presents artists in visual arts and in particular in sculpture, that is part of Saint-JeanPort-Joli’s identity.

Loulé exposed a serie of pictures taken by members of Loulé Criativo, “12 months, 12 activities”, during the MED Festival, a reference event in the national and European stage that brings together musicians from all around the world.

The Empordanet presents its summer concert programming. Visitors will enjoy a large variety of music during the International Festival of Torre Maria, the series of concert at the Peratallada church and concerts of meditation music in Sant Miquel de Cruïlles.

Barcelona consolidates itself as a performing tour destination and sets an example for other members of the network who start promoting concerts and music festivals in their creative project.

The fourth year of Urla’s International Artichoke Festival transformed the town into a creative and culinary experience, where professionals and participants celebrated artichokes through workshops, dishes tasting and music and dance performances.

Ibiza presented its new creative platform, Ibiza Creativa, driven forward by the Council of Ibiza and the island’s five councils. The aim of this project is to develop creative tourism on the island of Ibiza and to promote its intangible heritage.

This summer, Biot organizes the fourth edition of Nights of Art where participants will participate in workshops, live demonstrations, exhibitions, cultural walks, dance and fashion performances, etc.

The Flower Festival of Medellín, one of the most important tradition of the city, takes place at the end of July. Spectacular flower parades and colourful exhibitions are organized throughout the city. Visitors will be left speechless .

www.creativetourismnetwork.org

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Interview with Carol Hay, Director of Marketing UK & Europe for the Caribbean Tourism Organisation Do you think that the Caribbean are a good option for creative travellers? Why? Yes, I strongly believe that the Caribbean is an option for creative travellers. The Caribbean is a very diverse region with strong influences from Africa, Europe, Asia and the Middle-East. This has had a great impact on all the flavours of the Caribbean, which is evident in our food, music, creative or performing arts. There are so many events taking place across the Caribbean throughout the year, music, arts, literary, food and cultural festivals!

And is the creative tourism a good option for the Caribbean destinations?

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Which creative experiences would you have in mind?

Does that mean that it be a way for them to differentiate through their cultural heritage?

Who or what do you think are the essential stakeholders and conditions to achieve such a kind of program at a destination level?

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The perfect creative weekend in Ibiza!

All these experiences are waiting for you in IbizaCreativa: www.ibizacreativa.com

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Day 1 Wake up early and get on a photography boat tour to shoot the sunrise under the guidance of professional photographers.

Hunger is coming. Do your own healthy meal.

Become a farmer and participate in a goat cheese workshop as well as a cooking class where you will bake a Flaó, the island’s typical cake! Of course, the traditional Ibizan herbs could not miss and you will have the possibility to elaborate your own liqueur.

And you won’t leave without learning about floral art!

In the meanwhile, your kids will enjoy the activities especially planned for them at the ecological farm, whereas the teenagers will rehearsal a musical comedy, a circus show!

After your dinner, enjoy your first Ibizan night producing your own digital music with your teenagers! Who knows, you could become the next famous DJ… Explore the tools and apps for producing all kinds of genres of digital music and learn about all of the processes involved in music creation.

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Day 2 Start the day with a treasure hunt and immerse yourself in a story unfolding between fantasy and reality. It will take you on a journey to discover hidden spaces and stories that you would have never known before.

After a “siesta”, find freshness and inspiration at the troglodyte venue of Sa Pedreda! A pool of creativity in which the artists and artisans of the island will teach you how to make the typical sandals, baskets, jewelry, macramé, fans, bags, paintings, or even dreamcatchers. No more need to go shopping, you have just made your own “souvenirs”!

In the meanwhile, your kids have been recreating Ibiza’s traditions and popular culture … with clay!

And of course, they worked “hard” on the elaboration of their musical comedy, circus show or DJ session!

Let the show begin!

Finally, Ibosim BrewHouse invites you to learn how to brew your own beer. You can also explore your preferences and discover pairings for every occasions. Salut!

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SAVE THE DATES

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February Ibiza: Flowering Almond trees Saint-Jean-Port-Joli: Winter Festival

April Urla: International Artichoke Festival Loulé: Walking Festival Ameixial

May Gabrovo: International Festival of Humour and Satire Urla: The Barboros Oyuk Festival

June Loulé: Med Festival Barcelona & Empordanet: Crafts Week of Catalonia

July Biot: Nights of Art in Biot

August Saint-Jean-Port-Joli: Festival of sailors’ songs Medellin: Fowers Festival

October Jinju: Jinju Namgang Lantern Festival

December Medellin: Christmas Lighting

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Creative Tourism for Craft L vers Loulé (Portugal) Recreation of Platbands on Decorative Panels: A significant form of the artistic expression of Algarve's architecture and culture, platbands and their decorative motifs inspire a creative day in Loulé. After a walk through the city, you will have the opportunity to make traditional paints and some of the plasters that are used to make these items. Afterwards, you will be able to create your own small panel.

Empordanet (Catalonia) Experience the century long tradition of the Empordanet (Catalonia) in a ceramic workshop! Feel inspired by the creative atmosphere of its charming villages inhabited by hundreds of artists and artisans.

Urla (Turkey) Handicrafts Worshop in the Art Street of Malgaca: Art Street of Malgaca is the place to be if you want to co-create local handmade products and to meet original artists who made you feel the real Turkish culture.

Biot (France) Art glass: Blow in the oldest glass factory in Biot. Introductory workshop in glass creation: develop and experiment all the phases of glass production until the realization of a piece.

Saint-Jean-Port-Joli (Canada) The feltrons: It deals with a one-day workshop guided by an exceptional craftswoman where the participants can draw the red thread from the fiber transformation to the creation: washing, spinning, carding, felting and knitting!

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Gabrovo (Bulgaria) Orthodox icon painting workshop: Lets experience the orthodox icon painting with local artists, some workshops are organized for individual or groups. Introduction classes to the orthodox iconography are also planned.

Douro (Portugal) Make your own traditional mask from Trás-Os-Montes: Trás-Os-Montes is a region with many traditions and ancients beliefs. During one of its festivals, inhabitants wear colorful costumes and frightening masks to repulse evil spirits from their villages. Immerse yourself in this tradition and create your own mask with Portuguese craftsmen.

Ibiza (Spain) Macramé techniques: The artisans will teach some examples of how to apply the technique. Each participant will be able to choose between them to do the same and take it as a souvenir. Macramé is easy to learn, and visible results are obtained quickly.

Barcelona Mosaic workshop: During this special workshop, participants will initiate themselves to the “Trencadís” method of Gaudí and experiment this Catalan colorful art with their own creativity.

Medellín Silleteras farms: The silleteros are farmers, from the village of Santa Elena, who keep alive the tradition of making silletas, large structures made of flowers that they proudly carry on their back. Throughout the year, you can visit their farms, they can learn their stories, visit their gardens and crops, enjoy traditional cuisine and make a chair with them to become a silletero for a day.

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My TO-DIY list in Barcelona Join the "Castellers" for one day and be a part of one of the oldest human towers traditions in Catalonia.

Create your own giant figure named Gegeants and Capgros.

Express your creativity during a mosaic workshop where you will learn Trencadis technique of Gaudi.

Dance at the rhythm of the "rumba catalana".

Draw the most famous places in Barcelona guided by a sketch artist.

Learn traditional techniques of engraving in an authentic artist studio.

Perform your own concert in Barcelona prestigious venue. #performingtours Cook your own catalan dish, and triumphs with the "pa amb tomàquet", the famous bread and tomato.

Try your hand at art glass from Modernism style.

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... Whether you are a University, Business school (future) entrepreneur, DMO - tourist board, private company or public body, interested in the creative tourism management...

Find the courses, workshops, capacity building, lectures, seminars, master classes, training sessions or consultancy services on CREATIVE TOURISM that fit your needs.

Bring your ideas, shape your project!

From a 2-hour course ... to a 3-day Program ... or even a 6-hour workshop This workshop will provide you theoretical knowledge & practical skills to eventually launch your own project related to creative tourism.

This tailored approach provides exclusive information and networking opportunities.

Certification Languages: English, French, Spanish, Catalan, Italian. Others, please contact us.

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Who are they geared towards?

Universities and business schools Local public bodies and official DMO’s (City Council, Tourist Boards, ...) • Chambers of commerce Private entrepreneurs Art, culture and traditional associations Artists, craftsmen and creative industries Art & crafts schools, ... the music and dance academy Cultural equipment's and heritage managers Festival organizers Eco-tourism sector Hospitality industry Tour operators and inbound agencies As well as a long list of stakeholders ...

About the content?

TOPICS ▪ What do we mean by “creative tourism”?

▪ About its evolution and current features.

▪ Case studies of creative tourism managed by private and public entities.

▪ How can I launch my own creative tourism project or include this modality in my existing business?

▪ Design and production of creative tourism experiences.

▪ How to generate income from creative tourism?

▪ Creative tourism & branding: how to create a creative tourism destination?

▪ How to create a value chain for the territory from public – private partnership?

▪ How to differentiate my destination through creative tourism?

▪ Who are the creative tourists? How can I reach them?

▪ Communication tools and marketing strategies adapted to creative tourism.

▪ Networking / strategic parnerships.

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