Hello Mr. Canal, welcome at our university. Thank you. So you are speaking about cultural tourism at your presentation. What is cultural tourism? So cultural tourism is a form of tourism that makes use of a really wide range of cultural resources. So that might be heritage, it could be music, the arts, foods and the destination, fashion and the destination. Lots of destinations are cultural tourism destinations and they are all slightly different. So to understand what cultural tourism is, you really have to understand what the culture is in a particular place. So is it cultural tourism only the monuments? Maybe we perceive that as only the monuments and the art museums. No, definitely not. Cultural tourism is not just monuments, it's not just art museums. That's a really important part of European cultural tourism, but it's not the only thing. So every city in Europe has a heritage, every city in Europe has museums and has monuments. Probably a city in the world. Every city in the world, exactly, exactly. So that's important and that helps us to understand the history of a place and it helps us to understand power and politics in a place. But the culture of a destination, the culture of a city is much, much broader than that. It's the food that people eat when they're there. It's what the weather is like. It's a nighttime city or a daytime city. These are all parts of culture as well. Building things isn't enough. So what do you think? What tourists like? Do you have any formula for what tourists like, for example, in Europe? What tourists like the most in some cities? Yeah. Why do they go in Paris? Why do they go in London? Okay, so people go to different cities for different reasons and every city has an identity that draws people to it. So Paris is the city of love. People go to Paris because it's romantic and it's beautiful and they've seen it on films and they want to go there and have a romantic meaningful experience. People go to Madrid because it's fun and it's exciting and there's tapas and there's football and there's ball fighting and it's a really exciting dynamic kind of place. In London for the rain. In London for the rain. You know what? People come to London for lots of different reasons. They come to London for the royal family. That's so important for our tourism. But they come to London for the football. London is a fantastic football city and that's part of the culture as well. Sport is part of the culture. If you were a tourist, why would you come and scop your? I've wanted to come to scop you for a really long time and I am a tourist who's interested in heritage. I'm interested in the fact that Macedonia for 2,000 years has been a crossing point for different cultures from the Middle East, from South Eastern Europe, from Africa, from Asia, trade routes to come to. So I find all of that fascinating. But what I really want to know is what is scop you're like now. It's a young, exciting capital city. I've met students from scop here at different events and they've told me, scop years of fantastic destination, Macedonia is a great place I must come. So I know about the history but I've come for the people. I've come for the people and the culture. What city is there anything that every city should have for developing tourism or there's different things that cities should have? It's really difficult. There's no simple formula for what you have to have. I mean maybe every city should have good infrastructure. So the tourist is important. But I think more than the infrastructure is the welcome. So how welcoming are the local people? Do the taxi drivers, do they steal your money? I go to the side. Worldwide public. Worldwide public exactly. So I went to, I was in Naples recently and the taxi drivers are famously thieves. So you can deal with that. But they're great guys. They're funny. They help tourists. They can be your tour guide. Everyone in the hotel has really friendly. That's what destinations need. You need to be able to welcome tourists because when you go home you remember the people. You remember the waiter who served you. You remember the man in the hotel who helped you when you were sick. You remember the people on the street who helped you with directions. So cities need to be ready and welcoming for tourists. Everything else comes from that. You can have every monument and every tourist attraction in the world. But if the local people don't want tourists, tourists will never come back. You've said in your speech that we all think that photographing things are the most important thing in tourism, but you said it is not true. No, we all take photos as tourists. But we take a few photos with nobody in them. Here's the famous building. Here's the famous monument. But actually we take photos with people in them and we take photos of the things we've done. Because what we really want to do as tourists is have experiences. We want to spend time with our friends and our family. So taking photos as part of it, especially with Facebook and Instagram, you have to take the photo to show all your friends you were there. But once you've done that, then you can get on with being a tourist now having a good time. So how tourism affects the cultural heritage of the city? Can we change the cultural heritage? Can we change the culture of the city just because of the tourists? Well, I don't think any city has a fixed heritage. Every city changes and develops over time. And lots of cities have changed with tourism. Some cities have really ancient monuments and they can't change. They have to be preserved, they have to be looked after. But some cities build new attractions and they build new destinations for tourists. And that's fine. But the most important thing is having a management of these things. It can't just be politicians who are in charge and it can't just be tourism businesses that are in charge. There has to be a cooperation between all of these people and the tour operators and the tourists themselves to value what is important in the city and to enjoy the fun stuff. Because the fun stuff is important too. We don't want to go to a city and walk around being really quiet like we're in a museum. We want to have fun and you have to enjoy yourself. Can you over build the city just in the desire to develop the city for tourists? Can you over build it? You can create areas of cities that have too much development in them. That is a real danger. Is that the effect of the number of tourists? Yeah and the space that's available. I know in Scopier there's been lots of development, lots of building around the city centre to make it more attractive to tourists and to international investment. Now that's great but you could come here and you could see all of that in two hours. And then what do you do? That's the next question. You have a beautiful new historic area in the city. You have a new area in the city with these new buildings that are beautiful. Very expensive but beautiful. But what next? What do I do tomorrow? Can you just the way Scopier should develop for tourism? I think it's about finding ways to move tourists around the city, to see different areas of the city. And also to leave Scopier, to go to other areas, to go to offer it, to go to stip, to go to different places and find out what other cities have to offer. Because tourists come to a city and they stay for two nights, maybe three nights. But if you want to spread the benefits around the country, you have to give them more opportunities. Thank you Mr James for this conversation. It's a pleasure.