CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

Cultural tourism is one of the largest and fastest growing global tourism markets. Culture and creative industries are increasingly being used to promote destinations and enhance the competitiveness and attractiveness. Many locations are now actively developing their tangible and intangible cultural assets as a means of developing comparative advantages in an increasingly competitive market place, and to create local distinctiveness in the face of globalisation.    

The impact of tourism industry on cultural upliftment examines the growing relationship between tourism and culture, and the way in which they have together become major drivers of destination attractiveness and competitiveness. Based on the case study. Olumo rock in Abeokuta, that illustrate the different facets of the relationship between the culture, tourism and regional attractiveness, and the policy interventions which can enhance the relationship, this research work shows how a strong link between tourism industry and cultural upliftment can be forestered to assist places become more attractive to tourists, as well as increasingly their competitiveness as locations to live work and invest in.

This project is essential reading for academic national and local policy makers and practitioners and all those in the tourism sector who wish to understand the tourism industry as an in-road to cultural upliftment. 

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