CT Consults
1 August 2017

MIF’s role in driving cultural tourism

Crowded square in the evening. Large white teepee tent in the background, two storey hospitality area to the left, benched seating the right. Area decorated with red Chinese lanterns and festive lighting.

Manchester International Festival has just closed its doors on its 6th biennial festival after 18 packed days of shows, exhibitions, events, gigs, talks, tours, food – it seems they do everything. We started working with the festival just before they launched and we produced a series of weekend cultural itineraries for visitors, daily e-newsletters to hotel concierge staff via the Culture Hosts platform during the festival, and a campaign on our creative tourist.com site.

From September we’ll be working with the team to look at how best to position the festival for national and international tourism markets for future editions. Working closely with tourism partners, we’ll target travel trade operators and media to develop the vitally important bookable product offers for the fully independent travel market. We will also look at how to enhance the festival’s digital capabilities for this market. After six festivals in ten years, MIF has a wealth of digital content waiting and ready to work harder in engaging audiences online, building the festival’s profile globally and ultimately converting today’s online audiences into tomorrow’s visitors to the city.

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