Room: Grand Hotel Açores Atlântico
Data: 16th January
Hour: 3:30pm

Cultural tourism includes activities that are a hallmark of a country, city or region, such as art, cinema, sport, religion, architecture, gastronomy and nature, among others. According to Zurab Pololikashvili, Secretary General of the UNWTO, culture is one of the driving forces behind tourism growth and accounts for around 37 per cent of the sector.

In a world where experiences are at the centre of tourist interest, art stands out as a valuable cultural and economic asset. Through art, we immerse ourselves in unique histories, cultures and sensitivities. But how can we turn art into a real tourist attraction without losing its essence and meaning? How can we increase its tourist potential?

In this talk, we will reflect on how art can be a powerful tourism product. How through museums, galleries, ateliers, biennials, craft markets and partnerships with other cultural agents, tourists can have experiences capable of building lasting memories and taking a part of our culture with them, adding value to the destinations they visit.

Speakers
Catarina Paiva | Administrator of Turismo de Portugal
Sandra Garcia | Regional Director for Culture
João Constância | Director Carlos Machado Museum
Kátia Guerreiro | Fado singer and Commissioner of the Ponta Delgada Portuguese Capital of Culture
Francisco Maduro-Dias | Museologist

Moderator:
Ana Cristina Baptista | Curator