What is it about?
Focusing on heritage resources, selection can be made on built spaces or non-material assets, and when they are not enough, new attractions can be promoted building on existing references or creating new ones. Malaga was the birthplace of the painter Pablo Picasso; however, the city did not pay attention to this event until cultural tourism was seen as a priority to regenerate the local economic base. From then on, the public administration has implemented a wide range of initiatives to rebrand the city building on references to the painter, not without contestation.
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Why is it important?
The artist has been made present as an integral part of Malaga’s urban landscape through preservation and enhancement of heritage assets related to the painter’s life, creation of a museum dedicated to the artist, promotion of events inspired by Picasso, and all kinds of commercial initiatives.
Perspectives
The objective of the contribution is to analyse this case study in order to assess whether introduced or reinterpreted symbols can contribute to social and economic sustainability in social and economic terms and how such a process affects identity. This way, public policies are discussed in relation to heritage enhancement, culture, tourism, urban and strategic planning, and economic initiatives.
Dr. Daniel Barrera-Fernández
Universidad de Sevilla
The objective of the contribution is to analyse this case study in order to assess whether introduced or reinterpreted symbols can contribute to social and economic sustainability in social and economic terms and how such a process affects identity. This way, public policies are discussed in relation to heritage enhancement, culture, tourism, urban and strategic planning, and economic initiatives.
Dr. Marco Hernández-Escampa
Universidad Autonoma Benito Juarez de Oaxaca
Read the Original
This page is a summary of: Malaga Versus Picasso: Rebranding a City Through Non-material Heritage, January 2017, Springer Science + Business Media,
DOI: 10.1007/978-3-319-57165-2_20.
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