Exploring the Connection Between European Capital of Culture, Tourism and Economic Growth

The designation of a city as the European Capital of Culture (ECoC) serves as a significant catalyst for cultural, social, and economic development. This paper explores the multifaceted impacts of the ECoC title on local tourism and economy. In detail, it explores the designation of Matera as the European Capital of Culture in 2019 and its subsequent impact on local tourism and the economy. By analyzing various data sources, including tourism statistics and economic data, the study highlights the transformative effects of this recognition on the city, and it aims to provide a comprehensive understanding of how the ECoC initiative can transform a city’s cultural landscape and boost its economic vitality.