Presenting a comprehensive and dynamic understanding of cultural tourism, this volume examines cultural mediators and how they help tourists appreciate foreign cultures. It also shows how tourism experiences are strategically crafted by mediators, the complexity of the mediation process, and how various products are mediated differently. A number of different products are investigated, including destination brand identities, "living" cultures and everyday life, art and history. The author illustrates his arguments by comparing the tourism strategies of Copenhagen and Singapore, and demonstrates how tourism is an agent for social change. The author also offers an original and refreshing way of understanding tourist behaviour through the concept of the "versatile tourist". The book's empirical cases and dialogic framework provide new and deep insights into tourism activities. In his conclusions the author reminds us that we are constantly bombarded by brands, media reviews and advertisements, and the issues raised here inspire us to reflect beyond tourism and into other forms of mediated consumption.