not travel for cultural reasons at all but visits some of the most prestigious sites even if he or she doesn't understand or appreciate their significance. Experts predict that cultural tourism will in Europe over the next ten to grow fifteen years since the number of travellers over 55 will grow significanty. T. And whether the city is large or small, the ability to innovate is essential in order to keep it on the cultural tourism map. 5 Traditional cultural events will continue to attract visitors, however, the creative city', which links tradition and heritage to contemporary creative industries such as media entertainment, design and fashion will be better placed to attract tourists.