This definition is inevitably not v

This definition is inevitably not very precise, because of the vast range of cultural attractions and events and the different cultural motivations that people may have. This is also one of the major challenges in measuring the extent of cultural tourism. So many studies have relied not on motivation, but rather on cultural consumption as the basis for defining cultural tourism. For example, the World Tourism Organisation (2004) estimated that the proportion of international trips accounted for by cultural tourists was 40% in 2004, based on the proportion of international tourists undertaking some kind of cultural activity. If we extrapolate this estimate, by 2013 there should have been over 430 million cultural trips out of the total flow of 1087 million international tourist trips (UNWTO, 2014)