‘Location, Location, Location: Culture, Heritage and the Economy’

23 January 2024, 18:00-19:30
Advanced Research Centre, Room 237B&C

Professor Murray Pittock, Bradley Professor at the University of Glasgow, will talk about cultural tourism and brand value and their economic impact. He insists that location matters, and that we must use our considerable national assets to best effect. Drawing on a wide range of research and fieldwork across Europe, Murray reflects on what drives cultural tourism. His talk is illustrated with international examples of places that attract substantial numbers of cultural tourists. How do they do it? Murray reveals how Scotland can compete more effectively in today’s global competition, which is increasingly enhanced by hi tech. Scotland’s potential is there in our superb locations, our vibrant and diverse cultural life, and those distinctive brands that speak of places.

The lecture will be chaired by Professor Philip Schlesinger.

Murray is internationally known for his wide-ranging research on Scotland. He led the project on Robert Burns and the Scottish Economy, an influential report delivered to the Scottish Government. His most recent book is a best-seller – Scotland: The Global History.