PAZ ESPERANZA TESORO-POBLADOR
This past arts month was a whirlwind of exhilarating cultural events! I believe the lifeblood of any destination is its distinctive culture and arts scene, which drives tourism as well. In her scholarly article, Yi-De Liu mentioned that “the increasing use of culture to market destinations is also adding to the pressure of differentiating regional identities and images. A growing range of cultural elements are being employed to brand and market regions (OECD, 2009). Through the development of cultural tourism, cities or regions can increase their attractiveness as destinations to visit, live and invest in enhancing their competitiveness.”