Marrakesh, known as the ‘Red City’, is one of Morocco’s prime tourism destinations, mainly famous for its old fortified city (the medina). It is an example of a destination that has grown rapidly and strongly, and that has now become very dependent on tourism. Tourism is currently the biggest industry, with 72 per cent of all investments between 2003 and 2007 being used to develop tourism products and services. Originally positioned as an affordable destination, prices in Marrakesh have increased drastically because of tourism: tourists, as opposed to many locals, can afford to pay higher prices. This has caused prices to keep rising steadily and Marrakesh is now perceived as the most expensive city in Morocco. This more expensive image may deter tourists, causing a range of economic problems. Indeed, in 2008, because of the financial downturn, overnight stays decreased – making Marrakesh vulnerable due to its high inflation rate and rocketing real estate prices. Because of the lack of other major industries, employment opportunities in other sectors are severely limited (http://www.morocconewsline.com/index.php?option=com_content&task=view&id...). To increase economic stability in the destination, Marrakesh should aim to diversify its industries more and become less dependent on tourism alone.

Bradford is a city in Northern England with a strong industrial heritage. In the nineteenth century it became famous as the ‘Wool Capital of the World’, because wool was imported to its textile mills to be turned into worsted cloth. In the twentieth century however the textile industry in Bradford fell into decline. Recently though, Bradford has turned its industrial heritage into a cultural attraction: the Salts Mill is a historic mill that has received UNESCO World Heritage Status and is now an important tourist attraction for the town. This historic building has been transformed into a thriving shopping, dining and arts complex. Bradford has also developed a range of cultural events and has profiled itself as a cultural destination. Although, like many other post-industrial towns, Bradford lacks the attractive image of many tourist-historic cities, tourism has become of major importance to the local economy and an important employment generator. The industry generates about £409 million for the local economy per year and employs over 10,000 people. The National Media Museum is one of the most visited British museums outside of London and it attracts over 600,000 visitors per year (Bradford Council, 2002). The museum also improves the image of Bradford and makes it more attractive for inward investment.