Cultural tourism has a long history, and with its roots in the Grand Tour is arguably the original form of tourism. It is also one of the forms of tourism that most policy makers seem to be betting on for the future. The World Tourism Organisation, for example,asserted that cultural tourism accounted for 37% of global tourism, and forecast that itwould grow at a rate of 15% per year. Such figures are often quoted in studies of thecultural tourism market (e.g. Bywater, 1993), but are rarely backed up with empiricalresearch