A conference on museums and tourism will take place on Thursday, December 8, at Benaki Museum.

Museums, cultural institutions and heritage sites are traditional tourist attractions in a country like Greece, where tourism has widespread economic, social and political impact. However, representatives of cultural institutions have started assessing their power in attracting tourists and their impact on the tourism economy.

As cultural tourism is turning into an experience industry, there is an opportunity for museums to further engage the tourism market and increase visitors and revenues, strengthening at the same time their special role as storytellers of the history, culture and life in modern societies.

The Museum Conference, taking place for the sixth consecutive year, will bring together museum and culture professionals from Greece, USA and UK to examine how museums and cultural organisations can strengthen their role as tourist destinations and participate in sustainable cultural development.

They will also examine how they can improve relationships and build stronger partnerships with local authorities, tourism associations and other institutions in order to increase the number of visitors as well as the kind of financial and development options they can pursue based on tourism model. Finally, they will explore how investing in culture and museums can have a strong impact on the economy of the country for which tourism is a key industry.

Jim Broughton, responsible for the Natural History Museum’s international diplomacy, John Giurini, Assistant Director in the communications at the Getty and Francesco Manacorda, Artistic Director of Tate Liverpool are among the keynote speakers.

Admission is free.

The conference is co-organised with the British Council, The Embassy of the United States and the British Embassy, with the support of the City of Athens Convention and Visitors Bureau under the auspices of the Municipality of Athens.

When: Thursday 8 December 2016, 09.00-17.00
Where: Benaki Museum (Amphitheatre), 138 Pireos Street, Athens
Conference registration: Museums and Tourism Conference