Tourism&Theatre. To be or not to be?

Lluís Santamarta Espuña


This project seeks to study the Tourism&Theatre phenomenon. The main proposal of the research is to highlight strategies of how an urban destination can make, from its inherent theatre products and theatrical culture, a tourist attraction.

The methodology undertaken has been an exploratory search of qualitative information thanks to exhaustive in-depth interviews with theatrical and tourism professionals and companies. Currently, London and New York are the most successful examples of Tourism&Theatre destinations. However, examples from other western destinations are devising alternatives strategies.

Surprisingly, the conclusion that the project has unearthed is that tourism accessibility is the key to Tourism&Theatre phenomenon. In destinations where theatre is not yet a tourism attraction, tourist managers should focus on making the art form more reachable for tourist consumption (content accessibility, communication campaigns, distribution channels, etc.). Thus, the creation of a tourism accessibility company applied to theatre could be the most feasible strategy to adopt.


Cultural Tourism, Destination Management, Tourism&Theatre, Touristic Product, Urban Destination

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