Northern Dimension Partnership on Culture launches a new report, exploring the CCS/CCI and tourism linkage challenges. It is financially supported by the European Commission and developed by PROMAN for the NDPC. This report is supplemented by reports from 11 Northern Dimension countries on the development of their CCS/CCIs and tourism sector.
●The report reveals that CCS/CCI - tourism sector cooperation possibilities in ND countries are 'under-utilised' and require intervention, however there is no classic 'market failure' and a substantial level of engagement between both sectors is existent.
●The question of how the CCS/CCIs could foster innovation in tourism can only begin to be tackled if both sectors are broken down into smaller, more manageable ‘bite-sized’ areas via focused and selective actions rather than a generalised approach.
●The most potential areas of cooperation to target are design, general apps development, development of and engagement with new and existing festivals (including small local or community ones), development of existing and new routes and trails, innovative approaches to visitor experiences at heritage sites, UNESCO Creative Cities Network, use of European Capital of Culture opportunities and similar significant national anniversary events, museums, digital games and gamification.
●Heritage tourism, creative tourism (including routes and trails, gastronomy and rural tourism) and events tourism are likely to be the three most productive areas in which models and methods for cooperation can most easily be developed.
●ND countries in their tourism, innovation and CCS/CCIs policies should recognize the potential of the CCS/CCI sector to the tourism industry, advocay needed at all levels, national working groups required to be set up, platforms and events that bring together actors from both sides are crucial.
● The training of cultural/CCI-tourism producers, who can work in both sectors, is essential, as well as a small programme for attachments to work with a relevant colleague in another country would be useful and take current cooperation related to CCS/CCI-tourism issues to a higher level.
●There is a need for tailored incentivisation for both sectors which may best be achieved by ‘tailored’ adaptation of existing incubator/accelerator programmes but in particular by use of voucher schemes.
●The report suggests rewarding examples of innovative achievement and successful synergies between the CCS/CCI and tourism sectors in a form of an annual awards scheme or joining existing ones in the tourism industry.
●CCS/CCI-tourism sector relationship in terms of supply and demand needs to be tackled more seriously, as well as for innovative and entrepreneurial b-2-b productisation the building up of new methods, models and paradigms is very essential.
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