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Touring activities

Glocal Audiences in Culture

Cities, Local Audiences

Courses and workshops

La Pedrera

Conference organized by articketBCN group, with the support of Audiences Europe Network and Grundtvig – UE and the collaboration of the Institut d’Humanitats de Barcelona. 

Museums of the articketBCN group:

Museu Picasso, Fundació Joan Miró, Museu Nacional d’Art de Catalunya MNAC, Museu d’Art Contemporani de Barcelona MACBA, Fundació Antoni Tàpies, La Pedrera, Centre de Cultura Contemporània de Barcelona CCCB


The great power for tourist attraction of our cities towards the demands and necessities of the local audiences in culture. A relationship of love and hate?

Thursday 19 April

9 am
Delegate registration

9.30 am. Welcome and introductory session: Tourisms vs local audiences.

The challenge to fill up the cultural institutions thanks to the tourist audience coming to the city but at the same time be close to the local audience and be valuable to influence them in their cultural behaviour.

Speakers: Pepe Serra, Museu Nacional d’Art de Catalunya, Antoni Laporte, ARTImetria, and Dolors Vidal, Universitat de Girona.

11am-11.30 am Coffee break

11.30 am. Big museums for local audiences

How big museums, with mainly a tourist audience, are capable of orienting, adapting and managing their offer, contents and services to the necessities and expectations of the local audience. The cases of Louvre Museum and Prado Museum.

Speakers: Anne Krebs, the Louvre Museum, and Marina Chinchilla, Museo del Prado.

1pm – 2 pm Lunch

2 pm. Pricing strategies in time of crisis

Debate focused on the increasing need of generating income opportunities and reaching big audiences with discounts and free entrance. Cases from Barcelona and Rotterdam.

Speakers: Marta Clari, Institut de Cultura de Barcelona, Jorge Bernardez, Poble Espanyol, and Cynthia Dekker, Rotterdam Festivals

3.30 pm. From user to client

Recent change of paradigm in cultural habits among European citizens, and how build up valuable and closer relationship with our public. Mercat de les Flors and Palau de la Música will explain their experience using CRM, as well as from the netherlands Museum Card.

Speakers: Pepe Zapata, Mercat de les Flors,  Gemma Canadell, Palau de la Música, and Koen van Veer, Museumkaart, Nederlandse Museumvereninging

5 pm. Optional visit to La Pedrera (Casa Mila), previous inscription.

7.30 pm. Opening of the exhibition Gomis at the Fundació Joan Miró.

All delegates are wellcome


Friday 20 April

9.30 am.
Tourist cities for local audiences

How different cities have come up, through innovative projects, to reach local audiences in culture. The cases of Bruges, Amsterdam and Madrid.

Speakers: Steven Slos, City of Bruges, Paul Mosterd, Hermitage Amsterdam and Berta Sureda, Museo Nacional Centro de Arte Reina Sofía

11am-11.30 am Coffee break

11.30 am Cultural institutions take the street

Projects that have as objective to bring the cultural programmes out in the streets, like the case of the Museu Nacional d’Art de Catalunya in Barcelona and Madrid, and the Barcelona Jazz Festival.

Speakers: Elisabet Pueyo, Museu Nacional d’Art de Catalunya, Tito Ramoneda, Barcelona Jazz Festival, and Tracy Jones, the National Gallery London.

1 pm  Conclusions


Participants: Pepe Serra, Dolors Vidal, Marina Chinchilla, Marta Clari, Cynthia Dekker, Jorge Bernárdez, Pepe Zapata, Gemma Canadell, Steven Slos, Berta Sureda, Elisabet Pueyo, Tito Ramoneda, Koen van Veer, Tracy Jones

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