Defining the Field The UN World Tourism Organization defines cultural tourism as travel driven by cultural attractions — heritage sites, museums, gastronomy, contemporary art, and creative industries. Other agencies, including UNESCO and the OECD, add dimensions of participation, learning, and identity preservation. The common thread is a shift: visitors are

Defining Talkability In crowded media environments, visibility is insufficient. The measure of success is whether culture remains part of conversation after the event ends. Talkability captures this dynamic. It describes the likelihood that a program, exhibition, or performance will be referenced, shared, or debated in everyday life. Talkability differs from