According to Barry Loyd, Canadian arts administrator, the northern area of Tenerife has an enormous potential to be the base of cultural tourism. He said that this cultural tourism development should be carried out focusing on the museums the island has.  

Barry Loyd, who gave an interview to the EFE agency during his visit to Tenerife to participate in a master’s course in arts and museums management organized by the Tenerife’s Museums and Centres Department of the local council and the ‘De la Laguna’ University, said that to create in the northern region of Tenerife a pole for cultural tourism doesn’t mean to eliminate the one at the southern region, but to create a different one.  
 
The CEO of the Lord Cultural Resources Planning & Management, Barry Loyd, said that to develop a cultural tourism in the north part of Tenerife it is necessary to redesign the tourist strategy in museums and update it, having in mind that change may be the answer.      
 
Barry Loyd, who has worked as curator and art critic, educator and director of several art galleries and museums in Canada, also highlighted the relevance of planning because improvisation is only possible when there is a deep knowledge of the objectives a museum has.  
 
During the interview, Loyd said that the management of a museum depends on the type of art it exhibits – classical or contemporary – because the last one supposes an extra challenge which demands a proper exhibition to make it more accessible for the general public due to its complexity. Many times, contemporary artists are quite unknown or known only in certain circles, which demands a special space planning and to take into account the museum’s facilities to obtain a successful exhibition, he said. With regards to the management of classic art museums, Loyd said that it is easier for a museum to exhibit classic art pieces because the public is more familiarized with them and it is more receptive to the interpretation the museum presents of these pieces.  
 
The arts administrator also said that the goal of a museum is not profitability and, although some museums achieve that in the long run, they usually need to be financially assisted. The income a museum receives from the tickets it sales would never cover its expenses, and for that reason, according to Barry Loyd, it is necessary to count with financial assistance to cover at least 70% of the museum’s budget. He also added that the less a museum receives from public founds the better it will function because it will not depend on political decisions. 
 
The real profit of a museum is the social benefit it provides in three levels: the first one is education, transmitting basic cultural knowledge; the second one is heritage awareness that fosters social cohesion which is fundamental in the present times of cultural changes, and the third one is the capability to attract cultural tourism. This third one is relevant because the tourism industry is the most important one in these days, and museums are a key part for the development of this cultural tourism.  
 
To conclude, he said that culture fundamentals are the same in any country of the world, but the way to express that culture varies from place to place as well as the cultural values that are in constant change.