The importance of the impact of culture upon tourism is now recognised, with a growing realisation that the attraction of culture, and the purchasing that accompanies it, is an increasingly important part of the holiday experience.

For a growing number of tourists, cultural attractions are a prime factor in their choice of holiday destination. Even those who are not highly motivated by culture, nevertheless spend significant sums of money on art and craft, and entertainment during their holidays.

Cultural tourists are a difficult market to define but Chowne (2002) states that data from Canada and the United States confirms that cultural tourists have the following characteristics:

• stay longer
• spend more
• are older
• are more women than men
• are more highly educated
• are more likely to be staying in hotel accommodation

With a rich history and heritage and a thriving modern arts culture we believe the South Hams is well placed to take advantage of this growing sector.

To view the Council's Cultural Tourism Website, visit www.visitsouthdevon.co.uk and click on the Cultural Tourism icon. For more information click on the links on the left of this page.