Forget culture as you knew it. Forget the maxim “cultural attractions = guaranteed tourism.”
The areas that become favoured places for innovation and creativity, and major tourist destinations, are those that focus on their cultural proposal and build it around their residents, the ‘first tourists’, actively engaging them towards unconventional actions.

The activator is the choices – especially technological choices – which enable the crossing of paths and activate new economic, social and business dynamics, and the preference is for choices that generate engagement, through paths of gamification and highly interactive involvement of users.

From the Rijksmuseeum in Amsterdam to the Cleveland Museum of Art, the world of cultural offers is permeated by an unparalleled unrest, in which the public, private entities, and citizens experience and ‘play’ with their own identities and sense of belonging, triggering participatory processes, both real and virtual.

In this session we analyse several processes, models and case studies of cultural objects and subjects that have nurtured the relationship with the territory that created them, and fostered links between the creative and tourist sectors through digital processes that ensure an overall high level of attractiveness of the destinations.