This article explores how global holiday tour operators are penetrating the small niche market of art sellers, music and cultural travel following an increasing desire from holidaymakers for more than just relaxation and tranquillity. Arthur D. Little’s “Art Cities: arts and culture as a strategy to create local political advantage” is cited and quoted as saying “Approximately 4400 new jobs were created by the museum [Guggenheim Museum, Bilbao], through hotels and other tourist services.”