According to the World Tourism Organisation, cultural holidays are the fastest growing sector of the tourism market. This segment includes everything from backpackers looking for ‘real’ experiences half way up the Amazon, to flocks of retirees booking cultural tours through SAGA or the British Museum. As a result towns and cities are increasingly marketing themselves using whatever nature and history have given them. This dovetails with an increased interest in unusual but ‘safe’ destinations. Examples would include former Soviet bloc countries such as Bulgaria and Balkan countries, especially Croatia. Another emerging segment that is part of this cultural voyeurism is what’s been called religious tourism.