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On Wednesday 22 October 2014, the British Embassy in Athens and UKTI Greece held a conference on the 鈥楧evelopment and Sustainability of Museums, Heritage and Cultural Organisations.鈥�

UK companies and organisations shared knowledge and expertise on the 鈥楨xperience Economy鈥� and the financing of cultural organisations with Greek cultural sector professionals at Athens conference.

Planning for the visitors鈥� total experience is important for the success of cultural venues, museums, art galleries or themed parks. The 鈥楨xperience Economy鈥� 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:

• government
• 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鈥� experience in cultural venues. I believe that today鈥檚 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.

Conference themes

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鈥� 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.

Experience Economy

The 鈥楨xperience Economy鈥�:

• 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

Contact the UKTI Team in Greece for more information.