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Friday 21 May 2021
14.00 – 15.30 CET

ATLAS Cultural Tourism Group and SmartCulTour
Are organising the following book launch:
Rethinking Cultural Tourism



The publication of the book Rethinking Cultural Tourism by Greg Richards represents a key moment of reflection after 30 years of research by the ATLAS Cultural Tourism Group. When this project was launched in 1991, culture and tourism were relative strangers - now they seem to be inseparable partners – both equally hard hit by the pandemic. The SmartCulTour Horizon 2020 project, of which this book is part, is also therefore searching for new concepts of cultural tourism for the future.

The book develops a new approach to cultural tourism, rethinking cultural tourism as a social practice, combining practice theory and interaction ritual theory. We consider how actors utilize their competences to shape meaning from cultural resources, and in doing so produce both intended and unintended outcomes. These outcomes in turn influence continued participation in the rituals of cultural tourism and the development of places and moments in which cultural tourism occurs. This novel practice approach stimulates a reappraisal of cultural tourism, in which traditional high culture attractions are supplemented by popular culture events, contemporary creativity and the consumption of everyday life through new styles of tourism, and new forms of delivery and management.

Rethinking Cultural Tourism will be published by Edward Elgar on April 28th, 2021. The celebrate the launch we are inviting veterans of the ATLAS Cultural Tourism Project and SmartCulTour members to reflect on the value and meaning of this book for academic and professional audiences. We will also be discussing the implications of the book for the future research agenda of ATLAS.

A sample of the book can be downloaded here and the full book can be ordered from the Edward Elgar bookshop.

Participation is free for ATLAS members and non-members. Registration for the webinar is required. You can fill in this form.

Please be aware of the different time zones:

      Start Webinar
CET Central European Time Netherlands, Sweden, Spain CET 14.00
WAT West African Time Tunisia, Morocco, Nigeria CET 14.00
GMT Greenwich Mean Time Ghana, UK CET-1 13.00
EET Eastern Europe Time Finland    CET+1 15.00
SAST South Africa Standard Time South Africa, Namibia, Botswana CET+1 15.00
EAT Eastern Africa Time Kenya, Tanzania, Ethiopia CET+2 16.00
CST China Standard Time China    CET+7 21.00
NZDT New Zealand Daylight Time New Zealand CET+12 2.00




Greg Richards - Breda University of Applied Sciences and SmartCulTour (
Jan van der Borg - University of Leuven and SmartCulTour
Melanie Smith - ATLAS Cultural Tourism Group and TBC
Carlos Fernandes - ATLAS Cultural Tourism Group




14.00 Opening and Introduction
14.05 Overview of the book "Rethinking Cultural Tourism" by Greg Richards
14.30 Discussion of the book by invited guests:

  • Jan van der Borg
  • Carlos Fernandes
  • Melanie Smith

15.00 Questions and open discussion with the audience





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