Turner Contemporary has released new research findings that indicates cultural tourists have a higher propensity to stay longer when visiting Kent than other leisure tourists.
The research follows the end of a three-year cultural tourism project, Culture Kent, led by the gallery and funded by Arts Council England’s and VisitEngland’s £3 million Cultural Destinations programme.
A key element of the project involved the commissioning of an in-depth research programme, part of which examined the perceptions, motivations, experiences and demographics of ‘cultural tourists’ to Kent.
Cultural tourists are those visitors who are primarily motivated to visit a destination because of its cultural offer, and visitors who participate in the cultural activity of a place, even if it is not the prime reason for visiting.
Culture is regarded as a key driver for tourism, with World Tourism Organisation (UNWTO) figures estimating 37% of world travel is undertaken by ‘cultural tourists’. Cultural tourism has maintained its upward trend in the face of economic austerity, particularly seen along the South East of England’s Creative Coast.
This significant new research informs an ambitious new project led by Turner Contemporary and Go To Places (Visit Kent / Visit Herts), Culture Coasting.
A pioneering new cultural trail will be created, combining original new artworks by leading contemporary artists with geocaching treasure trail technology to offer visitors a unique new experience. The three-year project is funded by Arts Council England’s Cultural Destinations programme and VisitEngland’s Discover England Fund and will create a step-change in the visitor economy, increasing tourists to the South East by 2020.
Turner Contemporary will work with partners across the South East coast from Eastbourne to the Thames Estuary: Towner Art Gallery, De La Warr Pavilion, Jerwood Gallery, Creative Foundation, Whitstable Biennale and Metal, to create the trail.
Click here for more information and findings from the Culture Kent report.