The Tourism Cluster constitutes the ‘coal-face’ of visitor engagement and experience enhancement of all tourists. It is therefore important that messaging into the cluster is harmonized and that a holistic framework of 2010 Communications be understood and, where appropriate, incorporated into any relevant partner 2010 strategic engagements. Culture is what defines us as human beings. As a core element of the human psyche, inter-cultural appreciation and understanding is critical b societal integration. The work of the Arts & Culture Communication Cluster, therefore will focus on showcasing and promoting African Arts & Culture per se both as a social cohesive mechanism to create greater intercultural understanding and redressing incorrect past perceptions and as a means of promoting the economic viability of African Arts & Culture - in a global context The Marketing and Advertising Cluster (MAC) will underpin the activities of all clusters by providing assistance with marketing and advertising insights and where possible assist with developing marketing and advertising strategies. The MAC will work closely with the Media and Communications Cluster to leverage the 2010 NCP with media and strategic partnerships. Of the four core clusters, Media and Communications is most closely links to Marketing and Advertising and in fact, could really be an integral part of that cluster. The reason that it is not is because it is required to play a key role in creating an environment in which the Marketing & Advertising cluster can best function. Most specifically, this will be with regard to engaging the editorial component of the media industry to ensure that the Marketing & Advertising cluster will have the best possible access to all the relevant communications platforms and vice-versa