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NEWS 15 “capital of

NEWS 15 “capital of culture” – What it Means – in Economic and social terms – the Marseille Example Every year, two key cities are selected in Europe as “Capitals of Culture”. But what are the key motivations for this? What are the real economic repercussions? We put the question to Maxime Tissot, Managing Director of the Tourism and Congress authority in Marseille, one of this year’s capitals. L’embrasement du Vieux-Port Being the European Capital of Culture is the recognition of a destination and its cultural potential, and also means benefitting throughout the year from extraordinary communication. For Marseille-Provence, being chosen has also been a great catalyzing factor for cultural and touristic projects. Certain projects had seen the light of day, but for others, 2013 has been the detonator. We could cite notably the MuCEM, which will be a decentralised national museum. The city is expecting 2 million visitors for 2013; an increase of around 20% on a “normal” year. The development of direct air links has been a major factor in inciting more tourists to head for the city. Over the past six years, the “Flyprovence Convention” has spearheaded the efforts of the Bouches du Rhône tourism authority, the Marseille tourism board and, for the past two years, the MP 2013 association. With this, human and financial means have been grouped together for the promotion of the destination and its numerous benefits at various trade shows, as well as through media campaigns. A regional transport pass has been introduced to facilitate movement between the main centres of Marseille, Aix-en- Provence or Arles as well as key tourist sites in the area. Packages have been put in place for the promotion of different events throughout the year, including the highlight – ”’l’embrasement du Vieux Port” (fireworks at the old port) on the 3 rd and 4 th May, the exhibition at the Grand Atelier du Midi from the month of June or the Corbusier exhibition in autumn. For the duration of the festivities, a temporary information centre, “Le Pavillon M”, has been installed at the old port to welcome international tourists in the city for its various cultural events. the culture lounge – hosting Europe’s cultural capitals Košice “cuLture & Space” Along with Marseille, Košice is one of this year’s two European Capitals of Culture. The theme for its opening events, Planet Košice, was no accident, because fifty years ago, an astronaut research and training capitaLS of cuLture 2014 riga: “force maJeure” Riga will be the European Capital of Culture in 2014. Riga’s application to organise the European Capital of Culture was recognised as the best because the programme of cultural events, called Force Majeure. The “Force Majeure” programme is made up of six chapters: • Freedom Street focuses on issues of power and freedom, and is rooted in the fact that 2014 will mark 100 years since the beginning of World War I • Survival Kit offers a synergy of ancient skills and modern knowledge in various forms of culture • In the Road Map the public is invited to discover the unknown Rïga and think about city development issues • Amber Vein seeks to reanimate the historical Amber Route encompassing the Baltic Sea, the Mediterranean and the Black Sea programme was based in the city. And now – at the start of 2013 – Košice decided to take culture into space, using the capital of culture year as a solid impulse for the development of the whole East Slovakia region. • Thirst for the Ocean focuses on the human need for intellectual and spiritual values and wisdom; • Riga Carnival is designed to help everyone to forget everyday life for a moment umeå: it’S aLL aBout co-creatioN As European Capital of Culture 2014 alongside Riga, Umeå intends to show the world all that is unique about Umeå and the north of Sweden, including the city’s Sami heritage. The inauguration weekend kicks the year off in Dálvvie - the season of tending - at the end of January 2014. Co-creation is the key word in Umeå 2014’s capital of culture initiative, meaning that everyone can participate and contribute to the programme. Culture Lounge Hall 10.2 Stand 111 ITB BERLIN NEWS • Wednesday 27 th February 2013

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