Marketing the European Capitals of Culture

For more than two decades, the European Union has designated one or more cities as cultural "capitals" worthy of traveler attention every year. Countries compete for this distinction because it helps raise awareness of destinations that are sometimes off the beaten track but have historical significance, interesting architecture, or other features that appeal to travelers.

In 2011, the co-Capitals of Culture are Tallinn, Estonia, and Turku, Finland. When I was in Tallinn last month, I saw blue and white "Capital of Culture" banners billowing from one of the gates in the city's medieval town wall, just one of the many ways this capital is promoting itself. (Estonia adopted the euro as its currency this year, which also simplifies money matters for visitors from Europe and beyond.)

Tallinn and Turku are both enjoying considerable publicity from consumer and business publications because of their capital designations. Both have commissioned their own marketing initiatives to play up their cultural strengths and showcase tourism opportunities.

Social media? Of course: Tallinn has a Facebook page and a YouTube channel. Right now, the audience numbers are small, but perhaps by the end of 2011, more people will have discovered this Capital of Culture that's a jewel of the Baltic.