CREATIVE CLUSTERS – NEW CITY SPACES

mr. sci Ivana Volić, cultural planning specialist

CRINSS ‐ Creative Industries Summer Sessions11.‐13. July 2012, Novi Sad, Serbia

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Cultural vs. Creative tourism

Cultural tourism '80 ‐ '90‘movements of persons for essentially cultural motivation

such as study tours, performing arts and cultural tours, travel tofestivals and other cultural events, visits to sites andmonuments, travel to study nature, folklore or art, andpilgrimages.’ (WTO, 1985)

‘The movement of personsto cultural attractions awayfrom their normal place ofresidence, with the intentionto gather new informationand experiences to satisfy theircultural needs.’ (Richards,1996)

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Shift from ‘seeing’ to ‘being’

‘creative turn’

built heritage

museums

monuments

beaches  

mountains

image

identity

lifestyle

atmosphere

narratives 

creativity

media

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‘Tourism which offers visitors the opportunity to developtheir creative potential through active participation in coursesand learning experiences which are characteristic of theholiday destination where they are undertaken.’ (Richards,Wilson, 2007)

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Advantages over ‘traditional’ cultural tourism:

1. Creativity can potentially add value more easily because of its scarcity2. Creativity allows destinations to innovate new products relatively rapidly3. Creative resources are generally more sustainable than tangible cultural

products 

4. Creativity is generally more mobile than tangible cultural products

5. Creativity involves not just value creation but also the creation of values

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Primary time focus

Primary cultural focus

Primary consumption 

focus

Primary learning focus

Cultural tourism

Past and present

High culture, popular culture

Product, process

Passive

Creative tourism

Past, present, future

Creative process

Experience, co‐creation

Active skill development

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Creative clusters

‘a new form of spatial networking of different sectors and activities’

Places of ‘prosumption’

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Designed: 

‐ intentionally

‐ accidentally

‐ as a result of political and social ideology 

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‐ places of vibrant city cultural life‐ aimed predominantly at members of the local community‐ help to create city identity

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Thank you!