Architecture has a profound impact on tourism. Architecture in tourism is normally associated with the cultural aspect of tourism. In tourism, culture attracts tourists to visit areas with an aim of experiencing a place. The cultural experience focuses on people, food, art, tradition, architecture and history of the people and place. It offers a medium of appreciating the different ideological and geographical settings of the place to take back home.
The past decade has witnessed an upward trend in tourists travelling to experience new contemporary architectural hotspots, in addition to visiting old architectural gems. A notable significant period shift came after opening the Guggenheim Museum in Bilbao, Spain, designed by architect Frank Gehry.
The museum was commissioned by the city as a project aimed at creating an iconic structure to attract tourists to boost the local economy. It transformed Bilbao from a struggling post-industrial city into a vibrant tourist destination.
The project was successfully constructed on time and budget with a return on investment within nine years. It is approximated that $500 million in economic activity and $100 million in new taxes was generated in the first three years of operation of the iconic building.
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The Guggenheim Museum’s success as a destination that contributes to a city’s economy and image created the phenomenon known as the “Bilbao effect”. The museum’s success inspired global destinations to create their own architectural masterpieces in the hope of realising similar economic benefits.
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In the Down Under, Australia’s Sydney Opera House, designed by architects Jørn Utzon and Peter Hall, represents the symbolic sails of the ships that adorn the bay. Exemplary to the economic benefits, Deloitte in 2023, estimated that AU$1.2 billion in economic activity was generated by visitors in Syndey including $824 million from tourism alone.
We also notice the Bilbao Effect in cities like Dubai, United Arab Emirates, as they try to blend traditional architecture with innovative new design. For example, the largest suspended aquarium in the world, the Dubai Aquarium and Underwater Zoo, generates revenue through ticket sales and associated economic activity.
The Museum of the Future, by the architectural firm Killa Design, is one of the iconic landmarks of the city. It explores human, scientific and technological innovation while symbolising the future progress and the regional design influences of modern materials and Arabic poetry. These cultural influences, paired with innovative thinking are attracting tourists to the city.
Noticeably, iconic architecture draws visitors and provides experience at the focal points that is creates. Iconic architecture not only creates an economic impact but also improves the image of the city and creates aesthetically appealing places that help to create a sense of place. Still, architecture must support its socio-economic setting to create successful pieces of architecture.
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In creating the image of cities and countries, the aesthetic and cultural values must be informed by a shared vision of the people they tend to represent. Mutual contributions in vision, identity and reputation should be expressed in the way that individuals, groups, institutions and cities choose to express intentions, ambitions and ideas into distinctive designs of their buildings. It is these cultural values that represent the location, context and historical developments that create a sense of place.
As Malawi strategises to invest in tourism, it would be sensible to consider the value that architecture has to support this drive. Citizens, institutions and government should explore the economic benefits by committing to making architectural structures available to the public and capitalising on the socio-economic context it is set in. However, it must not be mistaken that iconic architecture exist on their own. They respond to their context and are constructs of their environment.
The benefits of good architecture outweigh the concerns by far. Not only will we be seeking the socio-economic benefit, but we will also be working towards attaining Sustainable Development Goals (SDGs) the country is set to meet. Some of these SDGs are sustainable cities and communities, good health and well-being, and reduced inequalities to name a few. Architecture has a way to transform and revitalise its setting. It is time that we explore the possibilities that architecture has to offer.
