Abstract

Today national and regional tourism organizations look to sophisticated cultural tourism programmes to enhance the visitor experience for tourists of their particular city. Yet research indicates that a challenge exists in designing and implementing programmes that take full advantage of a city’s historical and emergent literary cultures. In this paper, we offer critical insights into how literary cultural heritage can foster the development of an integrated and dynamic approach and provide the experience sought by local and global tourists. International exemplars are cited together with an analysis of the Australian city of Brisbane that describes itself as a ‘new world city’. The findings of our research show that programmes that harness diverse literary cultures, rather than adhering to a single literary representation, are better equipped to build identity and thus extend cultural tourism potential.