Abstract

Many cultural cities suffer from the dilemma between their specific and unique identity on one hand, and the need to fulfill industrial standards on the other, in order to be included in the international strategies for cultural tourism. The paper analyses the «visitor-friendliness» of a group of European Cities - Turin, Lisbon, Lyon and Rotterdam - through the critical appraisal of a bunch of elements able to define the clarity and effectiveness of their image as it is conveyed towards any visitor. A sample of best practices is derived from the analysis carried out, in oredr to provide the reader (and the urben decision-maker) with useful guidelines for the identification of a more complex «cultural function» of our cities.