The document discusses how cities can attract tourists by focusing on everyday life rather than large attractions. It notes a shift from cities shaping tourism to tourists shaping their experience in cities through exploration and immersion in local areas. The document uses Bankside and Islington in London as examples of areas that attract visitors not through major attractions but by allowing glimpses into everyday life and local culture away from typical tourist spots. It argues that focusing on everyday life provides cities a competitive advantage as it builds distinctiveness and appeals to experienced travelers seeking authentic experiences of real city life at a lower cost than major attractions.

1. “ You want to see the people that live here”: using everyday life to create a distinctive city destination Professor Robert Maitland Director, Centre for Tourism Research Centre for Tourism Research

2. Events and Icons certainly attract visitors …

3. London’s latest tourism attractions

4. And coming shortly …

5. But London’s greatest tourism attractions?

9. Beyond the tourist stereotype

11. Tourist? Tourists? Tourist? Tourist?

13. Off the Beaten Track London Paris Berlin New York City Sydney

15. Off the (Yahoo) Beaten Track … Bankside Islington

17. Bankside

18. Islington

23. 3. The Appeal of Bankside and Islington “ one of our favourite places has been Tesco … we just like to look around and see people” “ You can actually see the real London and see how people work. You can walk by … and see them typing on their computers … It’s kind of cool ”