The document outlines the concept and operational framework for 'cap.cult,' a program aimed at enhancing the experience of visitors in European Capitals of Culture (ECOC). It details strategies for cultural tourism, educational workshops, and guided tours that aim to deepen visitors' understanding of the dynamic relationship between culture, urban development, and tourism in host cities. The initiative targets diverse audiences, including private individuals, professional groups, and tourists, promoting sustainable tourism practices and local job creation.

1. The (missing) link in European Capitals of Culture (ECOC)
Pia Leydolt-Fuchs & Carina Kurta
(BTO, Florence, November 2017)

2. CaP.CULT – The idea
• Former ECOC-team member in Linz09 (Austria) und Istanbul 2010
(Turkey)
• Experience and deep interest in the project
„European Capital of Culture“ in general as well as in particular
• Working outside the structure of the official programme
organisation while participating directly in the project
• From an objective point of view
• Open for all parties interested in ECOC

3. CaP.CULT – The idea
Benchmarks of success: number of tourists
ECOC-Organisation: Tourism sector:
- to fill one year with content - hospitality & service in different fields
- to create something new - to show/sell the city to visitors
- to get the ball rolling in - history, sights, culture, hotels,
different fields gastronomy etc.
 mediation of art and culture for visitors / “temporary citizens”!!!

4. CaP.CULT– (Missing) Link
CaP.CULT
(ECOC-Tours)
Visitors
Tourism sector
ECOC-
Organisation

5. CaP.CULT - an additional offer
Already existing:
- Classic guided city tours
- Independent walking tours
(old town, history etc.)
- One-day-trips to the region
- Bus tours
- Audio guides
+ guided ECOC-Tours

6. Vision / Mission
During cultural city walks visitors
• encounter artistic and architectural projects
(in combination with traditional/historical sights and current
city development).
• get a comprehensive impression of the dynamics of the city
and insights into the cultural project as a catalyst for the local
urban development and transformation.

7. ECOC-Tours
Information concerning
• „European Capital of Culture“ in general and in particular
(former, current and future ECOCs; comparison)
• ECOC programme & projects
• Cultural diversity
• Urban development
• Cultural, social, political, economical background
• Changes and innovations
• Architecture
• Contemporary Art
• History

8. CaP.CULT – (Missing) Link
ECOCs are often visited by a few million people during the year,
simply because they are ECOC!
 Increase of
- cultural tourism sector
- individual tourism
- tailor made tours
 Different interests
 Specific questions
ECOC – what exactly does it mean?, How does a city or
region become ECOC?, What does it mean on a regional, national
or even international level – to the city, the region, the inhabitants?
How is the programme developed and who is involved?, How is such a large
project financed?, What is the content and why?, How to participate?
What happened in recent years?, What will happen once the year is over?
 Aim: to answer these questions comprehensively!

9. CaP.CULT – For whom?
• Target groups: Private persons & groups, student groups,
professionals, delegations of the economic, political and cultural
sector
• About 1.000 – 1.300 clients annually
(among them regular customers & co-operation partners)
• Nationalities: clients from AT, DE, CH, I, SE, NL, FR, GB and USA
• Languages: German, English, French

10. CaP.CULT – How?
• Individual organisation / conceptual development
• Focus on the clients’ personal interests
• Personally accompanied city tours and trips
• Transfer of knowledge
• Meetings and round tables with ECOC-managers, local artists
and cultural stakeholder
• Pointing-out of non-obvious contexts / background stories
• Colleagues and co-operation partners in ECOCs

11. Les Terrasses, Kader Attia (MP2013)

12. Flammes et Flots (MP2013)

13. Ici même (MP2013)

14. Book chain (Riga2014)

15. Figures & Statistics (CaP.CULT)
Clients/Language:
2013: 1.233 clients - 91% German, 2% English, 7% French,
2014: 979 clients - 58% German, 24% English, 18% French
2015: 995 clients - 67% German, 33% English
2016: 1.032 clients - 79% German, 17% English, 4% French
Sectors:
• Education (universities, schools)
• Official delegations (political, cultural, economic delegations, candidate cities)
• Groups (association, museum associations, cultural associations, clubs etc.)
• Individual tourists (couples, families, small groups)
• Architectural tourists
ECOCs:
Marseille-Provence 2013, Riga 2014, Pilsen & Mons 2015, Wroclaw & Donostia
San Sebastián 2016, Pafos & Aarhus 2017
Peak Season in ECOCs:
May to June / September to November

16. “ECOC – Tourism – Workshop”
Specialisation and training of cultural tourist guides in ECOCs
Set-up of a professional linked communication between the
touristic sector and the ECOC-organisation
Professionalism, efficiency, sustainability
• Share our long-time experience and know-how in ECOCs
• In a professional way
• Transmit it in form of a high quality educational programme
• To promote the offer of the capital year for a large number of
visitors
• To strengthen the local tourism sector and the ECOC-
organisation towards visitors in future ECOCs

17. “ECOC – Tourism – Workshop”
To inform, support and to raise local guides’ as well as the
Tourism Office’s awareness
• of what will happen in the year of ECOC
• of what they might expect,
• on what they will have to focus on,
• of what are the interests and needs of the ECOC-visitors
• to find ways how to communicate the concept and the
content of the ECOC in a most efficient way
• To launch, organise and implement a regular communication-
process (meetings/briefings)
• To keep the Tourism Office and its guides up to date by the
ECOC-organisation-team (insight information, current
information, background stories, experiences etc.)

18. Advantages and visions
For both Tourism Office in ECOCs and ECOC organisations:
Why adapting the current situation in cultural mediation for the ECOC
year?
• Development of a supplement to the regular touristic offer during
and after the ECOC
• Meet the current trend of developing a service for
individual/private interested visitor
• Going with the trend: implementing local people and local guides
(sustainability)
• Creation of jobs within the city in and after the ECOC (full or part
time jobs)
• Comprehensive explication of the ECOC concept and its objectives
• Understanding of the ECOC project for local or/and foreign visitors
• Long-term reputation of being a welcoming and interesting city

19. Workshop in detail
• Participants:
- CaP.CULT: Pia Leydolt-Fuchs, Carina Kurta
- ECOC-organisation: director, persons in charge of Project
development, press, tourism, international relations
- Tourist Office: director, person in charge for ECOC, 4-7
guides (English and German language)
• Date / Duration:
- at the beginning of the ECOC year
- twice 3-4 days (blocked within several weeks)
• Venue:
- Marseille (workshop, guided tours through Marseille)
- both ECOCs (guided tours by ECOC-guides; workshop,
briefing, feedback: analysis of forces and weaknesses etc.)

20. CaP.CULT
Pia Leydolt-Fuchs & Carina Kurta
Tel: +33 (0)6 95 77 43 89
+33 (0)6 95 77 45 31
Email: info@capcult.org
Web: www.capcult.org