Creative Tourism: Museums as a Muse at BRIDGES 2024 by RARE

Culture and Heritage
History, Culture
Panel Discussion
Friday, 5th April 2024
From 3:30pm to 4:30pm (IST)
Free

Details

Avid Learning is proud to partner with BRIDGES 2024 by RARE  from April 4th to 6th at The Roseate, New Delhi. Positioned as a change makers’ collective, BRIDGES showcases individual hoteliers, small indigenous hospitality groups, destinations, and experiences exemplifying tourism as a ‘force for good.’ 

At the festival Avid Learning will present 'Creative Tourism : Museums as a Muse' The conversation will explore the realm of creative tourism, where innovation and inspiration converge in the vibrant spaces of museums. Museums, often revered as cultural sanctuaries, transcend their traditional roles, emerging as dynamic hubs that spark creativity and ignite the imagination of travelers. Discover how museums serve as catalysts for a unique form of tourism that goes beyond the conventional, inviting visitors to actively engage with art, culture, and their creative potential.


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Creative Tourism: Museums as a Muse at BRIDGES 2024 by RARE
Creative Tourism: Museums as a Muse at BRIDGES 2024 by RARE
Creative Tourism: Museums as a Muse at BRIDGES 2024 by RARE
Creative Tourism: Museums as a Muse at BRIDGES 2024 by RARE

Faculty

Preema John

Preema John

Director of Indian Music Experience Museum, Bengaluru

Preema John is the Director of Indian Music Experience Museum, Bangalore. It is India’s first and only interactive music museum, dedicated to showcasing the history and development of music in India. Preema is a critically engaged arts administrator and cultural producer, inspired by the power of art to transform individuals and communities. She works across disciplines with a focus on public access, public presentation and reception of art. She has worked on several national and international cultural projects, and held leadership positions in arts organizations including Dr Bhau Daji Lad Museum, Asia Society and Kochi Biennale Foundation. A Fulbright Fellow, she was previously Head of Art for Maker Maxity/Jio World Drive and Deputy Director of Asia Society India Centre in Mumbai. She holds a Masters in Arts Administration & Cultural Policy from School of the Art Institute of Chicago and a Masters in Arts & Aesthetics from Jawaharlal Nehru University.

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Vivek Menezes

Vivek Menezes

Co-founder and Co-Curator, Goa Arts & Literature Festival

Vivek Menezes is a widely published writer and photographer, the co-founder and co-curator of the acclaimed Goa Arts + Literature Festival, founding editor of The Peacock daily newspaper at the International Film Festival of India, columnist for the 123-year-old O Heraldo newspaper, and a frequent contributor to other leading periodicals. He was born in Bombay, attended high school in New York, and holds degrees from Wesleyan University and the London School of Economics. As three-time curator at the Serendipity Arts Festival, he was responsible for the large-scale group exhibitions Konkani Surrealism (2017), Panjim 175 (2018) and Mundo Goa (2019). He lives in Panjim with his wife and three sons, very close to where the Mandovi river merges with the Arabian Sea at Miramar beach. Vivek is currently working on the definitive cultural history of Goa, represented by A Suitable Agency.

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Asad Lalljee

Asad Lalljee

CEO, Avid Learning, Curator, Royal Opera House, Mumbai

Asad Lalljee is SVP, Essar Group, CEO of Avid Learning, a public programming initiative and creative platform under the Essar Group, and Curator, Royal Opera House, Mumbai. Prior to relocating to India, Asad worked for 14 years as one of the ‘Mad Men’ advertising executives on New York's Madison Avenue. Asad has transformed Avid Learning into India’s leading cultural hub through international collaborations and partnering with the biggest art platforms in the country. As a distinguished member of FICCI Art and Culture Committee since 2018l, Asad has convened multi stakeholder conferences in Mumbai and Bengaluru to democratise the arts. His is a story of drive, intent and fearlessness. Since the restoration of the Royal Opera House, Asad’a curatorial programming has re-established its reputation as the city’s cultural crown jewel. He is also serving on the Kala Ghoda Association’s Executive Committee and the advisory board of the Mumbai Urban Art Festival for 2022-23. In the midst of the pandemic (April 2020), Asad pivoted from AVID to AVID ONLINE, presenting 240 programs in a year. An early technology trend adopter, he takes a special interest in new media curating programs around NFTs and the cyberfuture. 

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Collaborations

Sula Vineyards
Sula Vineyards
Rare
Rare
Nettzero
Nettzero

Event Video




Blog

Sustainable Tourism

Sustainable tourism is a form of travel that aims to have more positive impacts than negative ones, especially concerning the environment, economy, and local communities. This type of tourism focuses on protecting the environment, natural resources, and wildlife while also providing socio-economic benefits for the communities living in tourist destinations. Some of the main responsibilities of sustainable tourism include the conservation of cultural heritage and ensuring that it is preserved for future generations. By doing so, not only does it benefit the local community by providing jobs and income from tourism activities, but it also helps create inclusive and accessible tourist opportunities for all. Sustainable tourism can create mutual benefits for both tourists and the local community. Tourists get to experience authentic cultural experiences while contributing positively to the local economy. At the same time, local communities are empowered through economic opportunities while preserving their heritage and environment.

The global demand for sustainable tourism services is expected to exhibit a compound annual growth rate (CAGR) of 23.8% between the decades of 2024 to 2034. The net revenue generated from this industry share is estimated to reach a value of nearly US$ 12,815,005 million by 2034. The share of the global sustainable tourism industry in the parent market (travel and tourism industry) is estimated to be 2% to 5%.


Creative Tourism

Creative Tourism is a concept that has been gaining recognition since 2006 when UNESCO defined it as "travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage, or special character of a place, and it provides a connection with those who reside in this place and create this living culture." This form of tourism not only benefits travelers by offering them unique and interactive experiences but also contributes to the preservation and promotion of local cultures and traditions. It fosters connections between visitors and residents, encouraging cultural exchange and understanding. Creative tourism allows travelers to delve into the essence of a destination by actively participating in its cultural activities, workshops, festivals, or artisanal practices.


Role of Museums in the Growth of Tourism

Museums, cultural organizations, and heritage sites play a vital role in the tourism industry by offering visitors a glimpse into the history, culture, and contemporary life of societies. These attractions serve as unique storytellers that not only entertain but also inform, educate, and inspire those who visit them.

According to a 2021 UNESCO Report, there are approximately 103,842 museums worldwide, with India being home to more than 1,200 museums, as stated by G. Kishan Reddy, the Union Minister of Tourism, Culture, and Development of the North Eastern Region of India. The global museum market is expected to generate USD 17.23 billion by the end of 2029, up from USD 7.48 billion in 2022.

By actively engaging with the tourism market, museums can expand their audiences, increase revenue streams, and enhance their relevance in today's digital age. Through partnerships with municipalities, tourism associations, and other cultural institutions, museums can create immersive experiences that appeal to both domestic and international tourists. Collaborating with local authorities can help museums tap into resources for marketing initiatives and infrastructure improvements that enhance visitor experiences.

Leveraging technology and digital platforms, these institutions can reach a wider audience beyond their physical locations. Furthermore, forming stronger partnerships with tourism associations enables museums to participate in joint promotional campaigns and events that attract more visitors. This collaborative approach benefits museums and contributes to the overall growth of the tourism industry.

 

 

 

 

 

 

 

 

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