Utilizing the capabilities of the Cultural and Creative Industries (CCI) and the creative spillover-effects for the benefit of ECoC-tourism

In the last eight years Cultural and creative industries have become an interesting strategic sector to boost competitiveness, productivity, employment and sustainable economic growth. They are knowledge-intensive and based on individual creativity and talent, generate economic wealth, create value and culture. In addition, they generate new growth and create new jobs — in particular, for young and creative people — and strengthen social cohesion. Therefore, they are being used more frequently to promote social integration, social values, cultural promotion and as a source of information as well as knowledge.

Their dynamic character has shown how not only this industry is growing itself but as well how its implementation is helping to spill over and boost other industries in uncertainty periods.

The Spillover effects in Tourism, Urban Development and Cultural and Creative Industries

Today in 2019 creative industries is not a standard branch or mainstream target audience in tourism — neither is it a standard procedure of cultural and creative entrepreneurs to think of its events as supporting tourism. The mindsets of professionals in both sectors are not tuned or even strategically focused on cooperation. However, the audience of both sectors is living and “using“ both sectors simultaneously — the visitor to a conference might also attend a museum shop or stay a day longer to visit a music festival or fashion show. The European Capitals of Culture are strategic highlight events where these intersections of tourism and creative industries become more and more visible — and manageable. On a day-to-day level tourism does intersect with different branches of CCI and uses its services: creative tourism and place branding interconnect with creative branches such as fashion, music, design, architecture and film. Lately games industry and virtual reality joined the list and are more and more used for collaborations between tourism and CCI.