Experience Economy: a new concept to explore in Greece
This was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government
Athens conference brings together UK and Greek experts to explore opportunities in the ‘Experience Economy’ sector
On Wednesday 22 October 2014, the British Embassy in Athens and UKTI Greece held a conference on the ‘Development and Sustainability of Museums, Heritage and Cultural Organisations.’
UK companies and organisations shared knowledge and expertise on the ‘Experience Economy’ and the financing of cultural organisations with Greek cultural sector professionals at Athens conference.
Planning for the visitors’ total experience is important for the success of cultural venues, museums, art galleries or themed parks. The ‘Experience Economy’ is a relatively new sector in Greece and offers opportunities for UK companies and organisations with the relevant expertise.
The conference was an opportunity for a discussion between British and Greek experts from:
- Non-Governmental Organisations (NGOs)
- the museum, cultural and creative industries sector
Representatives of UK cultural organisations, such as Victoria and Albert Museum, Science Museum, English Heritage took part in the conference. Delegates from major specialised British firms were also present.
British Ambassador John Kittmer addressed the conference stating,
The UK example is based on creativity and innovation which both are integral parts of planning visitors’ experience in cultural venues. I believe that today’s conference will help companies in this field to create synergies around funding and sustainability of similar projects in Greece.
Greek Minister for Culture Mr Konstantinos Tasoulas also addressed the conference.
The objective of the conference was to describe the opportunities that this relatively new sector has to offer. There was particular emphasis on growth, jobs and the best possible use of cultural venues.
Issues covered included:
- interactive content creation for the enhancement of visitors’ experience
- the planning of events for the promotion of cultural products
- attracting private funding through donations or sponsorship
- financial planning and expenditure cuts
- the marketing of cultural brands both locally and internationally
- audience research and development
- attracting younger and more diverse audiences
In his opening presentation, Richard Parry, Head of Education and Experience Economy, UK Trade & Investment (UKTI) said:
We need to re-examine the role of museums in modern society. Apart from resolving funding issues, museums need to think about what the purpose of the museum is in the 21st century, how to engage with younger audiences and how to stay relevant.
The ‘Experience Economy’:
- links the creative industries, marketing, communication, entrepreneurship, innovation and technology with the management of cultural venues
- places the customer experience at the centre of attention
- offers a framework so that a visit to a cultural venue can become a comprehensive experience for the customer and a sources of revenue for the institution
- directly links to funding opportunities so that all venues offer a total experience and are financially sustainable
Contact the UKTI Team in Greece for more information.
Department for International Trade Greece
Enquiries +30 210 7272600