In 2020, UNWTO forecasts that there will be almost 1.6 billion tourist arrivals worldwide, 717 million of them travelling to Europe alone. About 40% of all travels have a cultural motive. In Europe, this could total almost 300 million cultural travellers by the year 2020.
However, not all cultural travellers are creative tourism travellers, nor are the motivations for visiting or experiencing culture the same. The cultural tourist model established by McKercher/Du Cros allows us to pinpoint the different motivations typically found in today’s cultural travellers, as well as establishing “creative tourists” therein.