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 the 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 for 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 notably significant period shift came after the opening of the Guggenheim Museum in Bilbao, Spain, designed by architect Frank Gehry.
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The museum was commissioned by the city as a project aimed at creating an iconic structure to attract tourists and boost the local economy. It transformed Bilbao from a struggling post-industrial city into a vibrant tourist destination.
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The project was successfully constructed on time and within budget, with a return on investment within nine years.
It is estimated that $500 million in economic activity and $100 million in new taxes were generated in the first three years of operation of the iconic building.
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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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.
Exemplifying the economic benefits, Deloitte in 2023 estimated that AU$1.2 billion (US$768 million) in economic activity was generated by visitors in Sydney, including AU$824 million (US$527), from tourism alone.
We also observe 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 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 experiences at the focal points that it 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 establish a sense of place. Still, architecture must support its socio-economic setting to create successful pieces of design.
In creating the image of cities and countries, the aesthetic and cultural values must be informed by a shared vision of the people they represent.
Mutual contributions in vision, identity and reputation should be expressed in the way individuals, groups, institutions and cities choose to convey intentions, ambitions and ideas through 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 in supporting this drive.
Citizens, institutions and government should explore the economic benefits by committing to making architectural structures accessible to the public and capitalising on the socio-economic context in which they are set.
However, it must not be mistaken that iconic architecture exists on its own. It responds to its context and is a construct of its environment.
The benefits of good architecture far outweigh the concerns. Not only will we be seeking the socio-economic benefit, but we will also be working towards attaining Sustainable Development Goals (SDGs) that the country is set to meet.
Some of these SDGs include sustainable cities and communities, good health and well-being and reduced inequalities, to name a few.
Architecture has a way of transforming and revitalising its setting. It is time that we explore the possibilities that architecture has to offer.
