In the past few years, the Council of Europe has begun to realise the importance of cultural tourism and the idea of discovery through travel, both for Europeans and non-Europeans alike. Although the Maastricht Treaty devoted little more than half a page to the subject of culture, there is evidence of a growing desire within the EU for increased transEuropean co-operation. This is clearly illustrated by the development of cultural itineraries and networks, many of which are recognising the need to establish a European identity while acknowledging national and regional cultural diversity. In 1964, a Council of Europe working group called L’Europe Continue established some objectives which recognised the potential value of cultural tourism and the development of cultural networks. Three main objectives stated in their report were: 1) To raise awareness of European culture through travel. 2) To consider the possibilities of setting up networks for tourism connected with the cultural geography of Europe. 3) To promote the major sites and crossroads of European civilisation as places of interest to tourists.
Since 1987, the Council of Europe has been developing a series of cultural itineraries or themed routes, which often span several countries. These are defined as: a route crossing one or two more countries or regions, organised around themes whose historical, artistic or social interest is patently European, either by virtue of the geographical route followed or because of the nature and/or scope of its range and significance. Application of the term ‘European’ to a route must imply a significance and cultural dimension which is more than merely local. The route must be based on a number of highlights, with places particularly rich in historical associations, which are also representative of European culture as a whole.
From the outset, three main challenges were established. These focused on making the programme a catalyst for European social cohesion, the establishment of identity, and the extension of cultural tourism to a broader section of society. The themes are generally of historical, artistic or social interest, and the principal motivating factor behind the development of such cultural initiatives appears to have been to encourage the residents of Europe to discover and appreciate their diverse yet common cultural heritage. The Council for Cultural Cooperation established three main objectives for the Cultural Routes programme: 1) To make European citizens aware of a real European cultural identity; 2) To preserve and enhance the European cultural heritage as a means of improving the surroundings in which people live, and as a source of social, economic and cultural development; 3) To accord a special place to cultural tourism among European leisure activities.
Cultural Expansionism: Carnal Tourism and the Reign of the Profane
