Cultural tourism is where it's at

Take 2014's Commonwealth Games in Glasgow as an example, or the Tour de France (with its Yorkshire detour), or even the nation’s plans to commemorate World War I. What unites them all is the fact that cultural tourism is a major part of the planning process. It doesn’t stop there. Cultural tourism is now firmly on the political agenda, thanks to a new Arts Council England and VisitEngland memorandum of understanding – which includes the promise of a new joint fund – and thanks in part to a changing funding landscape that now more than ever requires a greater return on public sector investment.