In summer, the warmth of the season teases us out of our homes and into the fresh air. With our bodies free to roam and explore at will, it’s natural that our minds and imaginations soon follow. In these balmier months, works of public art — be they permanent statues and landmarks or temporary exhibitions and installations — become a focal point for travelers, drawing those who seek to explore new places, new spaces, and new perspectives. From small villages and towns to big cities, it’s time to explore how destinations around the world are using public works of art to attract and captivate travelers, all while creating inspirational experiences with a myriad of benefits for local communities and visitors alike.
A Trend with a Wide Span of Appeal
Whether you’re making a beeline for something you’ve seen on social media or just want to learn more about a piece of art that you pass everyday, art tourism is a trend with wide appeal. No matter their medium, these works can offer a different perspective on the history and culture of a place, informing, educating, and delighting passers-by. As the very name implies, public art is open to all, making it accessible in both the economic and personal sense, a truly inclusive and barrier-free way for travelers to experience a sense of place.
From Economy to Community: the Many Benefits of Public Art
Art tourism is a thriving subset of the global tourism economy. In fact, findings from market research company Technavio indicate that, between 2023 and 2028, this segment of the market is predicted to increase by $8.25 billion. That surge, of course, brings a myriad of tangible benefits to destinations large and small. From an economic perspective, art acts as a magnet for curious visitors, each of whom actively contribute to a destination every time they travel to a place to indulge their curiosity and creativity.
But while this revenue — alongside the creation of jobs within the local tourism economy — can certainly be a positive, it also allows for investment and improvement to the very fabric of a destination, all while highlighting a place’s distinct cultural and social identity. For example, in many cities around the globe — as in Chicago’s South Side and in the outskirts of Bristol, England — underutilized and unused spaces serve as a medium for public art. This phenomenon, in turn, revitalizes entire areas and districts within a place, drawing crowds eager to experience something new, fresh, and different. While this revitalization of infrastructure not only makes for a positive visitor experience, it also enhances the lives of residents in the long-term sense, all of whom can celebrate public works of art as a source of pride and identity.
Public Art and Tourism in Action
One of the great things about public artwork is that it can be found absolutely anywhere in the world. Looking at even just a small sampling of Simpleview’s EMEA clients, there’s a whole range of mediums and experiences that help to bring public art to the masses. For example, Lincolnshire, the Isle of Man, and the Wirral have all recently played host to “Gaia” by British artist Luke Jerram, with upcoming exhibitions of the installation — which features a floating, three-dimensional Earth — set to come to Bristol and Colchester later on this year.
But for a more conventional affair, large-scale sculptures are a timeless way to experience public art. In Liverpool, Ugo Rondinone’s “Liverpool Mountain” — a towering spire of bright rocks — can be found in the city’s waterfront area. While Madrid boasts an open-air sculpture park, visitors to Plymouth can see two famous statues: Joseph Hillier’s “The Messenger” and Antony Gormley’s “Look II.” But if you’re looking for something a little bit more active, Birmingham offers a Public Art and Peaky Film Walking Tour, which takes in some of the city’s best-known works alongside filming locations for the upcoming Peaky Blinders film. For a more wide-ranging experience, the Norwegian city of Bodø has been named as the European Capital of Culture 2024, a title that is set to bring over 1,000 performances, concerts, and art exhibitions to this Arctic city.
Across the Atlantic, many of our North American clients have dedicated whole neighborhoods and districts to artistic endeavors and experiences, celebrating them as destinations in and of themselves. In many of these places, a walking tour is the perfect way for visitors to truly get to know the art and the artists that create a unique perspective on any given destination. For example, in Virginia Beach, the ViBe Creative District is a hub for artisans of multiple crafts and disciplines while Toronto’s Queen Street West — and specifically, the Graffiti Alley area — offers a grittier art experience.
In Sarasota, Florida, street art can be found virtually all around the city — from the downtown area and Bayfront Park to Historic Burns Court and the Rosemary District — to ensure that visitors to every area have the opportunity to experience the local arts scene. On the West Coast, the towns and cities of Oregon’s Tualatin Valley are well-known for their long-running patronage of public works of art, ensuring that this is a place that is absolutely awash with striking things to see across a range of mediums. From self-guided walks to outdoor museums and even a quilt barn trail, this part of Oregon has something for everyone. Finally, in Albuquerque, New Mexico, visitors can stop by the city’s convention center to take in the state’s vibrant artistic heritage, starting from the striking mosaics on the exterior of the building to the works of art — like Frank McCulloch’s “Triptych” and Frederico Vigil’s fresco — exhibited deeper inside the venue.
A season of fresh air and freedom, summer is when imaginations bloom and quicken. With our feet light and our minds open, now is the perfect time to seek out public art, wherever you may go.
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