The development of cultural infrastructure is particularly important for emerging countries, such as Romania, which will attract more than half of international tourists by 2030, according to the EY Cultural Times study, which analyzes 11 creative industries globally.
Eastern Europe already represents an attraction for cultural tourism on the continent, and Romania can successfully capitalize on this interest, especially in the music and film festival segment.
A leading example in this regard is the George Enescu Festival, which, according to organizers’ data, attracted over 20,000 foreign tourists over three weeks in Bucharest during the 2013 edition.
In addition to tickets purchased for the festival, the economic impact of these tourists’ stay in the capital is significant.
The “Sunwaves” electronic music festival, held twice a year in Mamaia with an 8-year tradition, or the two flagship music festivals for Cluj-Napoca – Electric Castle and Untold – also attract thousands of foreign tourists annually, thus becoming strategic assets for the local economies of these cities, stated Elena Badea, Marketing Director at the financial audit firm EY Romania.
Globally, some cities are specifically developing cultural zones. Examples include Zorlu Center near Istanbul, Odaiba in Tokyo, NDSM in Amsterdam, and Stratford City Development in London.
In France, culture-based tourism generated USD 2.6 billion in 2013.
“Regarding infrastructure for cultural activities, Romania requires sustained investment to cover an obvious deficit. While we cannot yet speak of cultural zones specifically built to host large-scale events in optimal conditions, we can focus on developing smaller-scale urban infrastructure, such as concert and performance halls or exhibition spaces. The development of this infrastructure is one of the key elements that can stimulate cultural tourism in Romania’s urban centers,” specified Elena Badea.
Solid economic growth and young populations create a favorable context for the development of a wave of middle-class consumers in many emerging markets. This trend is nowhere stronger than in Asia and Africa. Asia currently counts 525 million middle-class cultural consumers.
Coupled with the development of cultural activities, urbanization also stimulates the emergence of a new economic class in both developed and developing countries – the “creative” class.
According to Richard Florida, an urban studies theorist, this class includes “super-creative” scientists, artists, engineers, designers, and writers, as well as “creative professionals” who operate in a wide range of knowledge-based occupations.
The creative class represents the embodiment of the “Technology, Talent, and Tolerance” triad, according to Florida’s definition, and is an essential engine of growth, innovation, and attractiveness in urban areas.
According to the EY study titled Global Talent in Global Cities 2015, the Top 3 most attractive cities for the creative class are as follows:
1. New York – enjoys a unique cultural scene, embedded in a cosmopolitan and progressive urban environment, generally considered beneficial for creative activities;
2. London – positions itself ahead of Paris due to its international openness (33% of the city’s population was born outside the country’s borders, compared to only 12% in Paris);
3. Paris – ranks third due to its cultural heritage and technological assets, but is penalized by a weaker entrepreneurial environment.
Source: Economica
Frequently Asked Questions
How does cultural infrastructure influence international tourism?
Developing cultural spaces and festivals attracts a higher number of foreign tourists, generating a significant economic impact in host cities.
What are the main cultural events attracting foreigners to Romania?
The George Enescu Festival, Untold, Electric Castle, and Sunwaves are strategic assets that attract thousands of international tourists annually.
What is the creative class and why is it important?
The creative class includes professionals from knowledge-based fields and is an essential engine for innovation and urban attractiveness.