EditorInternational Forum on Urbanism Escola Técnica Superior d'Arquitectura de Barcelona
Condicions d'accésAccés obert
This communication aims at analyzing the fact that tourist destinations are changing in recent times; as Ashworth
called it ‘a change from blue to grey tourism’. It moves away from the traditional commonplace model of "Sun and
Beach", towards another range of products designed to exploit the existing or made up heritage.
The rising number of tourists with 'specific interests' attracted to places with their own identity does not match the
original product of ‘Sun and Beach’ and its consequent acculturation. The new tourist consumption includes new
products: culture and heritage.
The final result is a series of 'blue and grey' products: natural or historic heritage, arranged in a catalog, and
manufactured, packaged and distributed with the intention to be consumed. As a consequence, what should above
all be a "cultural landmark" given its transcendental value for all human beings, is suffering extreme
commercialization that is leading us to labeling it as a "culture of trademarks".
CitacióReina Gutierrez, Eva. From blue to grey tourısm: cultural brand or culture of trademarks. A: Conference of the International Forum on Urbanism. "6th Conference of the International Forum on Urbanism (IFoU): TOURBANISM, Barcelona, 25-27 gener". Barcelona: IFoU, 2012, p. 1-8.