Addressing Overtourism by Rebranding Santiago de Compostela: Deconcentration Initiative Focused on the City of Culture of Galicia

Following previous research on contemporary changes in the Way of Saint James [1], this chapter aims to show the development of the modern flagship iconic architectural complex of the Cidade da Cultura de Galicia (City of Culture of Galicia, CCG) as a site (re)oriented to diversify the tourism offer. Since its conception in 1999, the regional government has incorporated multiple references to the pilgrimage into this project. We intend to examine if regional and local administrations are turning the CCG into an alternative place of destination to complete the Way, complementing the Cathedral of Santiago and the historic city centre. To this end, we analyse both planning and design documents for this architectural complex, as well as semi-structured interviews with the main stakeholders. Firstly, this chapter considers the conception of the CCG and the construction of its identity associated with the city and the region. Secondly, we indicate that tourism planning strategies, cultural events, and recent transformations within this complex (i.e., the forest of the Way, exhibitions, etc.) seek to promote this pilgrimage and attract international visitors. Finally, this chapter focuses on the expected effects of these contemporary interventions at the end of the Way.