Glossary
Cultural tourism
Travel motivated by a place's arts, heritage, and creative life: museums and festivals, but also the murals, monuments, and neighbourhoods that give a city its particular character.
Public art is cultural tourism's most accessible layer: free, outdoors, always open, and photogenic in a way that travels on its own through social media. Cities have noticed, and increasingly market their collections the way they market attractions.
The conversion problem is findability. A visitor who stumbles onto one great mural has a moment; a visitor who can see the whole collection mapped, with routes and stories, has a reason to stay the afternoon and come back tomorrow. The difference between the two is not the art. It's whether anyone can find it.