Apostolou Ioannis

Project Ulysses An evolutionary touristic development as an economic driver for local communities

Project Ulysses Ioannis Apostolou 10096019

Oxford Brookes University 2012

An evolutionary touristic development as an economic driver for local communities

Contents 1. Cover – Title page 2. Contents page 3. Introduction 4. Tourism 4.1 Tourism as a phenomenon 4.2 Different kinds of tourism 4.3 Eco-Sustainable tourism 5. Tourism and local societies 5.1 Relationship between local communities and tourism 5.2 Island tourism – The case of Creek Islands 5.3 Cultural – Heritage Tourism 5.4 Island tourism

6. Architecture and Tourism 6.1 How to design for sustainable tourism – Typologies 6.2 Planning for historic sites 7. Project Ulysses 7.1 Ithaka, the kingdom of Ulysses 7.1.1

Global positioning

7.1.2

History of the island

7.1.3

Demographic information

7.1.4

Occupation of locals - Local economy

7.1.5

Touristic importance

7.1.6

Estimation – Evaluation of possible tourist development

7.1.7 Identification and proposal of sustainable development in the case of Ithaka

7.2 Design project 7.2.1

Design brief - Rationale

7.2.2

Master plans

7.2.3

Evolutionary design proposal (Plans – Sections – 3D representations – Technology)

8. Conclusion 9. Bibliography

Ulysses killing Penelone’s suitors

Introduction

Aspect of Vathi, Ithaka. Photograph taken mid 1960s (Source: Gerry photography)

“Tourism policy, in an ideal situation, should be specific to each and every case (destination area) in order to be effective and the goal of sustainable development to be achieved �

(Coccossis, 200,p.274)

Aim and Scope

This dissertation looks at tourism and development. Its primary aim is to consider how local communities could benefit from touristic developments in their area by proposing the co-existence, in a successful way, of what we often see to be two diverse worlds; the establishment of a luxury holiday resort and the undeveloped, poor and pre-existing local societies. The focus of this text is to analyze the methods of creation of a sustainable and economically self-sufficient touristic establishment within an existing community and apply those through a design proposal on the island of Ithaca – Greece. Essentially this dissertation attempts to show that sustainable touristic development can work to benefit local communities. Development in this context does not simply refer to an economic process but rather as a multidimensional process leading to what is often described as “good change” (Chambers, 1997, p. 16). In recognition of the dependency and lack of power and knowledge of many small communities in the global arena, development in this case is seen as embracing values of self-sufficiency, self-determination and empowerment as well as improving people’s living standards (Friedmann, 1992). Investigating this subject the following question rises; is it possible for the existing societies and local communities to be engaged and developed at the same time with the investment in their area? If we answer yes then in that case we can speak about evolution of the area rather than co-habitation of two different worlds.

Representation on ancient vase.

Architects, as the protagonist designer, have the ethical obligation to protect the common wealth and find innovative ways of merging capitalistic investment with the financial and cultural growth of the societies involved. The role architecture can play in such projects is also a topic of investigation and debate in this study. The scope of architectural participation spans from examining local needs (infrastructure, limits of tourist capacity …), to plan touristic developments in a way that the majority of the community can benefit without altering the local character, to act as a consultant and be the connecting chain between the investor and the community. Further analysis of the role of the architect will follow in Chapter 6.

The intention of this study is to examine existing paradigms of tourist developments, to identify the positive and negative impacts these had to the areas, to create a model of development and apply it through a detailed design project. The evaluation criteria will spring from research about the nature, power and types of tourism. Readings of texts such as Sustainable Tourism Futures (Gossling, Hall, & Weaver, 2009), Tourism for development (Scheyvens, 2002),Cultural Tourism and Sustainable Development (Girard & Nijkamp, 2009) and Tourism as an industry for economic expansion of archipelagoes and small island states (Tisdell & McKee, 2001) set the investigating level, with interesting insights and case studies. The design project that will test these findings will be set in a scenario where an investment has been proposed for developing an evolutionary self-sufficient touristic settlement on the island of Ithaca. The purpose of the design is to put in practice the proposed methods of approaching local communities and maybe conclude in a formula, which will use touristic developments as a way of social, cultural and economic evolution of the area.

My reasons for supporting change in approaching tourist investment in the form of local development came through personal experience. In fact, it came during my research for this dissertation.

The apocalyptic way in which tourism has been “using” local resources and exporting capital from local communities gave me the spark for undertaking this study. Moreover, my Greek cultural heritage provides me with a personal interest in the subject as tourism consists one of the largest industries in the country.

A large amount of the populations’ income depends on hospitality and recreational services as Greece ranks among the top summer holiday destinations globally (Fig 01). It is essential for me to investigate and possibly improve the relationship and methods of applying such investments, so that they can become the seed from which a region can evolve rather than live as a parasite serving the interests of major tourist corporations.

Economic health

Well-being of locals

Satisfacion of visitors

Protection of resources

Healthy culture

The ‘magic pentagon’ of sustainable tourism Fig.05 (source H.Muller (1994) in Giaoutzi & Nijkamp)

Due to the practical application of the subject of this study and the diversity of the aspects elaborated, a methodology organized in five distinct levels is suggested. At the first level, it is important to understand the nature and importance of tourism as a global industry. I will examine the different types of tourist developments, as described by Hall and Lew (Sustainable Tourism: A geographical perspective, 1998) and McLaren (Rethinking tourism and ecotravel, 1998) and assess their suitability for the case of Ithaka. On the second level, I will investigate methods of sustainable approaches to tourist developments debated by Gossling, Hall and Weaver (Sustainable Tourism Futures , 2009) and by the World Tourism Organization (Guide for local Authorities on Developing Sustainable Tourism, 1998), and also ways to empower and engage local community put forward by Scheyvens in her study Tourism for Development (Scheyvens, 2002). Relevant case studies are offered by Cracolini in her paper Tourism sustainability and Economic Efficiency: A statistical Analysis of Italian Provinces (Cracolini, Cuffaro, & Nijkamp, 2009).

The third level of the methodology involves a critical exploration of the local characteristic of the island of Ithaka. That includes historical, geographical, cultural, economic, demographic and tourism data.

Part of the cultural and historical investigation was visiting the British museum in London as it exhibits findings from ancient Ithaka. In addition, useful information was gathered during my field trip to the island of Ithaka where I was given the opportunity to speak to local people and record their views on the subject. This was important as to understand the specific needs of the location and its possibilities for sustainable touristic development. The aim is to identify the key factors that will lead towards a successful design proposal.

Representation on ancient vase.

Old photograph of Vathi during winter time (source Gerry photography)

The forth level is the practical application of the knowledge gained in the research part of the dissertation. This is the most detailed level and specifies the precise design of buildings, structures, landscaping and any other development on the site. The architectural design will be carried out at the local level based on the site plan taking under consideration sustainability values stated in previous chapters.

The final part of the methodology is the evaluation of the project and to identify restrains and possible opportunities for further exploration.

As the project being fragile in terms of its findings and conclusions, it was essential to gather as many as possible specific information on the subject. The analysis is based on cross-sectional data gathered from face to face interviews with local Ithakicians. In addition, series of interviews took place with experts on the field such as Dr Aylin Orbasli, specialist in architectural regeneration, and Miss Athina Adanapoulou, senior officer at Ithakas planning office. Although the benefit of the procedure is that is performed “in vitro” as this is a theoretical simulation and not a real, on-going project, the findings are realistic and applicable.

The criteria that will be used to evaluate the design are based both on the design brief and the efficiency of it. The first will show up to what extent the objectives set out by the investors have been met (simply what will do the job?) and the second will show how efficient is the design when implemented? In the later case distinguishing between different groups within the local population is needed to “measure” the likely costs and benefits that will fall to members of those groups. Based on the findings conclusions will be made.

The structure this dissertation will follow, aims to establish a clear understating of a proposal for evolutionary touristic developments. The study is divided into two main parts. Part I considers the controversial relationship between tourism and development. Chapters 4 and 5 contribute to this aim by raising concerns about the nature of tourism growth, by explaining why it is vital that local communities should be involved in every stage of tourism development and how appropriate types of tourism could be evolved in this project. Furthermore, evaluation tools for measuring the suitability and the successful application of tourist developments are being proposed. To conclude Part I, chapter 6 examines the link between tourism and architecture and debates the role of the architect as a designer and a consultant in sustainable tourism developments.

While it is important to look critically at the tourism industry, equally challenging, and of more practical relevance, is to look at ways in which the above theories can be applied in a real world scenario. Thus it is that Part II, “Project Ulysses Design�, explores the application of sustainable touristic development in the case of the island Ithaka, Greece. The chapters in this section are organized in such way, in order to familiarise the reader with this particular case by providing geographical, historical, statistical and architectural information for Ithaka (Chapter 7.1). In Chapter 7.2, a scenario of a sustainable touristic development is proposed along with a design brief which sets the frame and the requirements for this project. Moreover, measures and upgrades to the current status of the island are proposed which include ways of engaging the local community and improving the existing infrastructure.

This is crucial to be done prior to the design project as to evaluate the extent of the development and the prognostics for future expansions. Then, the brief is turned into reality with a thorough design proposal for an evolutionary, self-sufficient touristic settlement. This includes master-planning, plans, sections and 3d representations of the project. Also, a technological investigation will be carried out, examining construction, structural and environmental issues. It is worth saying that the design project will derive and be based upon the research in Part I. At the end, Chapter 8 will summarize the findings from both Part I and Part II and draw a conclusion on self-sufficient touristic developments.

The archeological site of Ulysses Palace.

(Source: personal photograph)

Panoramic view of the east side of Vathis’ port (Source: personal photograph)

Tourism

Fig.01 (source Eurostat)

4.1 –Tourism as a phenomenon

Tourism has become a global economic sector with a wide and significant impact on socio-economic and ecological development of regions and nations. Factors such as spending power of consumers, widely accessible tourist regions, relatively cheap means of transport, changing lifestyles (with more long distance travel) and the trend toward internationalization in modern societies has made tourism even more important over the past years (Girard & Nijkamp, 2009). As Cocossis (Sustainable Development and tourism: Opportunities and Threats to Cultural Heritage form Tourism, 2009) argues, tourism is a complex socio-economic phenomenon, which is based on the growing needs of modern society for recreation and leisure. In fact “tourism is a result and a cause of sweeping changes in modern societies with far-reaching consequences for both developed and developing economies” (Vellas cited in (Coccossis, 2009, p. 47). In the postwar period, tourism is one of the more dynamically developing sectors of the world economy. This is the main reason why tourism is characterized as an “industry”.

Tourism is on the rise and will likely become one of the largest economic sectors in our modern economy. The figures produced by the WTO (World Trade Organization) show a steady increase in tourist numbers all over the world. In the EU, tourism has become a key element in the economic growth of destination areas. In addition, tourism is increasingly recognized as an instrument for regional development policies, especially for areas suffering from poor economic growth. Greece, where the island of Ithaka is situated comes in 15th place in the world classification of tourist destinations, receiving 14 million tourists in 2002 (GNTO). Tourism is a major export of the Greek economy and important contributor to the Gross Domestic Product and balance of payments. For instance, in 2002 the tourism receipts were €10.285 million and its contribution to the GNP is estimated up to 8% (GNTO). It is also a major employer; employment in the tourism sector is estimated to reach 10%, with 6.1% direct employment and 3.9% indirect of the total employment in Greece (GNTO). A distinct of tourism is its linkages to other economic activities, which multiplies its regional effects. In this way it can contribute to economic growth in destination areas and spread the benefits over a wider area, leading to regional growth.

Beside the economic advantages, the development of tourism may also have positive impact on cultural heritage. Because of its positive economic benefits, people have special interest on cultural heritage as a resource of tourism. That may bring changes to local values as well, cultivating positive social attitudes and strengthen their sense of local identity (Girard & Nijkamp, 2009). Additionally, tourism is contributing to the well being of tourists by giving them restorative holidays that fulfil many human needs (WTO, Global code of ethics for tourism, 1999)

Fig.02 (source Eurostat)

Fig.03 (source Eurostat)

Tourism, however, may have also some negative impact on local level. In the case of Greece Buhalis argues that “although Greece offers unique nature, culture and heritage, the lack of differentiation of the tourism product as well as competitive disadvantages in marketing and planning cause an over dependence on intermediaries for the promotion and distribution of the tourism product whilst jeopardizing its quality”.

(Buhalis, 2001, p. 14). Someone could say that tourism does not just sell tangible products and provide services, such as transportation, accommodations, food and vacations. It also sells beaches, mountains and other natural sites, as well as culture and history, forming the intangible nature of it. The problem is that tourist businesses do not often own what they sell. Also, quite often a direct conflict and competition between local communities and stakeholders emerges, for its market and natural resources. Tourism is seen as a way to boost regional economic growth in countries, a panacea for development, as it promises jobs, economic growth and infrastructure improvement. Investors frequently claim that locals will receive many economic benefits for land. Often thought, the price of commercial land rises to international levels, pushing local buyers out of the market (McLaren, 1998). As Brandon (cited in (McLaren, 1998, p. 23) explains “While no one would point to Cancun as a desirable model of tourism development, its transformation from a fishing village with 426 residents to a major tourism center with 300,000 residents is a dramatic example of the potential for tourism to serve as a development growth pole”. Negative impacts can also lead to decrease of tourist activity. Tourist attractions, according to Butler (1993), are not infinite and timeless but should be viewed and treated as non-renewable resources.

Detail of a house entrance in ruins from Ithakas’ classical era.

(Source: personal photograph)

4.2 – Different kinds of Tourism

Often community involvement is mentioned as part of “alternative” development strategies. Criticism of mass tourism is apparent from those who support the interests of local communities. Thus, Shah and Gupta’s (2000, p. 40) conclude on their case studies research “…mass tourism, especially that associated with luxury hotels and resorts, does not always bring the best returns and has significant negative social impacts on local communities”. As a result alternative tourism was born during the ‘80s. According to Medlick (cited in Scheyvens, 2002), alternative tourism promotes a new type of tourism which is socially and environmentally driven and seeks to minimise harm to the people of the destination area. But this type of tourism is not always regarded by local communities as more beneficial to them than mass tourism. The second may be preferred if it brings more money to the area. Also, large scale tourism enterprises often are favoured as they are likely to be more competitive (Weaver & Opperman, 2000). Mass tourism can also be perceived as less invasive by local communities if it involves day visiting tourists and return to their resorts, rather than staying in their homes for few days. There is also the glamour element of mass tourism that has an seductive effect on locals. Nevertheless there is still evidence to support the claim that alternative tourism can be more beneficial to local communities than mass tourism if organized and controlled by local authorities and communities. This does not suggest that alternative tourism can, or should, take over completely from mass tourism.

An other popular and rapidly growing type of tourism is ecotourism. A broad definition of ecotourism embraces all tourism that focuses on appreciation of natural phenomena. Different aspects of ecotourisms philosophy suggest that “it should be sustainably managed, include environmental education and support conversation” (Buckley, 1994, p. 661). Cater (cited in Scheyvens, 2002) states that to be sustainable, tourism development should “meet the needs of the host population in terms of improved living standards both in short and long term”. It has been claimed that true ecotourism can be one of the most powerful tools for protecting the environment (Ziffer, 1989).In many cases though, the ecotourism label has simply worked as an attractive marketing tool attracting travelers from different backgrounds and with varied motives of travel.

It is also worth mentioning a rather often misunderstood form of tourism, budget or backpacking tourism. A key reason behind the negative attitude to backpackers has been the perception that they focus on living on a small budget and do not contribute economically to the visiting area. This Perception has been seriously challenged by research in New Zealand and Australia which reveled that, due to the longer duration of stay, international backpackers actually spend more money than any other category of tourist (cited in Cracolini, Cuffaro, & Nijkamp, 2009). Furthermore, backpackers spread their spending over a wider geographical area, bringing benefits to a larger portion of the population. McLaren (1998) suggests that, for a tourist to have minimal impact, he would have to walk to the destination, use no natural resources, and bring his own food. Also he would have to leave the destination in no worse if not in better condition than he found.

Parade in Vahti.Old photograph.

(Source Gerry photography)

Fig.04 Cartoon on changing Pacific islands dress codes (source Scheyves, 2002, p.41)

4.3 – Eco-Sustainable Tourism

Sustainable development strategies can be tracked back in studies for tourism as part of the 1970’s critique of the impact of tourism, specifically impacts on the natural environment (Scheyvens, 2002). The main idea was that development should be considered as a balance between economical goals, social welfare and environmental conservation. Nevertheless there is still no wide agreement on how to make sustainable development operational (Priestley, Edwards, & Coccossis, 1996). Thus, there can be various interpretations of sustainable tourism according to whether the priority is to protect the growth of the activity or on protecting the environment for the benefit of the activity. In the above context, sustainable tourism development is directly linked to protecting and managing natural and cultural environment as a basis of social and economic development. (Coccossis, 2009). The WTO defines sustainable tourism development within the following frame:

Sustainable tourism development meets the need of present tourists and host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such way that economic, social, and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity, and life support systems. (WTO, 1998, p.05)

In the bibliography, there are two basic trends for the sustainability of tourism; sustainable tourism and sustainable tourist development. The two are regarded as not interchangeable.

“Sustainable development in the context of tourism can be taken as: tourism which is developed and maintained in an area (community, environment) in such a manner and at a such a scale that it remains viable over an indefinite period and does not degrade or alter the environment (human and physical) in which it exists to such a degree that it prohibits the successful development and wellbeing of other activities and processes. That is not the same as sustainable tourism which may be thought as of tourism which is in a form which can maintain its viability in an area for an indefinite period of time.”

Neumayer (2003) in his work has put forward two important paradigms of sustainable development.

The first which he calls “weak sustainability”, suggests that natural and human made structures are perfect substitutes in the production of consumption goods, meaning that it does not matter if the present generation uses all available resources as long as sufficient new can be provided to future generations as a compensation.

The other paradigm is the one of “strong sustainability” which regards natural resources as being strictly nonreplaceable and should be treated in such way. The author concludes by recognizing as successful sustainable development an amalgam of the above or a distinction, in certain cases, to implement on of the two.

The sustainable development in the case of island tourism is of a paramount importance. Small island states or regions that exist in the Caribbean, the Mediterranean, the Pacific and Indian Ocean represent in microcosm many of issues debated in sustainable development. Such regions have looked to tourism as a magical means of overcoming their economic difficulties. However, despite the initial euphoric stage, they soon come to realize that few of the gifts promised to them turn to be true, making the tourism sector a risky prospect for export development in a number of island economies (Tisdell & McKee, 2001) Furthermore, the tourism industry may also have effects on the internal economic distribution among the local population if the touristic developments are concentrated in one area. Considering cultural and heritage sustainability Throsby proposes Three ‘Golden Rules. Rule 1: Get the Values right; Rule 2: Get the Sustainability Principles right; Rule 3: Get the Analytical Methods right (Throsby, 2009, pp. 20-24). Getting the values right means that in evaluating a tourist project where heritage is involved, the analyst needs to be clear about the values the project creates. Examples are aesthetic, social, historical and symbolic values. There are different ways in which sustainability or projects can be judged. For example, the continuity or the diversity of the project as well as the balance met in natural and cultural ecosystems. These lead to three different sustainability principals; economic, ecological and cultural principal.

5.1 – Relationship between local communities and tourism

The aim of this chapter is to investigate the possible dangers tourism might have for local communities but also to show that it can present opportunities for local communities to enhance their social, economic and environmental wellbeing. Tourism as an industry has tremendous capacity to generate growth in destination areas (Coccosis & Psycharis, 2008). When using tourism to promote community development might sounds like a wonderful concept in theory, in practice though is full of difficulties. One of problems relates to the heterogeneous nature of communities. Distinctions between community members based on class, gender and ethnic factors often can result in some families or individuals to benefit more than others. In such circumstances it is unlikely that community members will have fair access to tourism development and the benefits this can bring.

A second problem is that communities usually lack of information, recourses and power in relation to major tourism stakeholders, thus they are exposed to manipulation (McLaren, 1998). However this is not suggesting that communities have no power, in contrast they own land in a high desirable location, which can give them a significant bargaining advantage. There are various ways in which communities are involved in tourism, from collecting money from tours in their area, to community based ventures. Cater (1996) describes community based ventures, where members of the local community have a high degree of control over the activities taking place and a large percentages of the economic benefits ends to them. These tourism establishments may be also characterized by local ownership.

A local community, which is optimistic about the future, has faith in the abilities of its residence, is up to a satisfactory level self-sufficient and has pride in tradition and culture, can be considered to be psychologically powerful (Butler, 1993). Tourism enterprises, which respect and show interest in aspects of traditional culture can, therefore, be empowering for local people. On the other hand, psychological disempowerment can occur if the tourism development makes local people feel inadequate, for example when paying minimal wage for servicing tourists needs and they feel they have no control over the direction or pace of the development. It is very important, therefore, that communities feel empowered prior the touristic development, so that they can choose whether the or not tourism is an appropriate activity for their area, and if so to be able and have the control of it.

Festival in Vahti.Old photograph.

(Source Gerry photography)

A tourism model, which empowers local communities, is the community-based ecotourism. This model aims to ensure that members of the local community have a high degree of control over the activities tacking place, and significant proportion of the economic benefits return to them. In order for this model to function Akama (1998, p. 74) suggests that

“There is a need for the initiation of alternative wildlife conservation and tourist programmes aimed at the social and economic empowerment of rural peasants. The local community need to be empowered to decide what forms of tourism facilities and wildlife conservation programs they want to be developed in their respective communities, and how the tourism costs and benefits are to be shared among different stakeholders.�

The concept of empowerment suggests that it is not sufficient to ensure that local communities gain direct benefits from ecotourism activities, but also have some control over the touristic initiatives.

Private renting accommodation in Ithaka (Source: personal photograph)

(source McLaren, 1998, p33)

Framework for assessing extent of empowerment of communities involved in tourism (source Scheyvens, 2002, p60)

5.2 – Island tourism – The case of Creek Islands

One of the most important criteria for attracting tourists to an area is the beauty of the natural environment. But if such requirements are available to the destination area, it has to be noted that a large number of tourists could damage the natural environment. One way of analyzing this is by means of appropriate indicators. Sustainable development indicators, such as quality of the surface of the water, the level of noise in certain areas, the level of empowerment of the local community etc., can help determine whether or not the tourism development is damaging the environment and to what extent.

When the economic and environmental basis of an area is small, like on many islands, the need for the right sustainable strategies is even more important. Many island economies are dependant on financial income from tourism activities in their area. Despite the global nature of environmental problems, it is important to mention that a problem is caused on local scale, in terms of both cause and effect.

Island tourism face a number of problems arising from their isolated and peripheral location and their small number of population. Among the most serious problems these areas are encountered with are their limited resource base, tiny domestic markets, poor accessibility, limited infrastructure and a high degree of dependency on external forces (Ioannides, 2001). Greece, including its island region, has a long tradition in tourism manly because its history and ancient civilization. Few globally can demonstrate a comparable concentration of heritage, cultural, natural and climatic resources (Coccossis, 2009). Despite the plethora of resources, deficient public and private tourism management and marketing policies degrade the benefit of tourism activities. These is reflected by the weak profitability of private enterprises and the negative impact on the destinations, all of which set in danger the sustainability of local recourses in the log term (Buhalis, 2001).

The building of hotel Familia in Ithaka, was operating as an olive-oil workshop between 1950 - 1995. Now is a traditional hotel.

These type of projects, which re-use buildings, are being promoted as sustainable accommodation solutions for the center of Vathi.

(Source: personal photograph)

Greece experienced a dramatic increase in tourism in the late of 1970s and 1980s. This growth came as a result of competing destination, availability of natural – social – cultural – environmental resources, the existing airport infrastructure in major islands and the lower cost of living in comparison with most of the Europe (Buhalis, 2001). During the past decade, although there has been a consistent annual growth, just like other European destinations, Greece has experienced a decline in its market share. Insularity, poor infrastructure and the lack of qualified professionals have deprived the Greek islands of creating a competitive environment for touristic developments. As in the case of many islands around the world, because of a weak planning system, the Ionian and Aegean regions have been a victim of uncontrolled development of tourist facilities. This rapid growth has resulted in insufficient infrastructure as well as environmental impacts like water shortage and sewage problems. These areas are highly dependant on mass tourism, which results in negative economic, environmental and sociocultural impacts. Moreover the local population of the islands seem to be perusing tourism as a single regional development option, at the expense of other sectors such as manufacturing or agriculture. (Medditer – table page 156) The strategic weaknesses and threads for Greek tourism can be summarized below:

 Image of Greece as cheap, simple, unsophisticated, undifferentiated sun and see destination  Gradual deterioration of tourism product and lack of re-investments in improvements  Increase in tourism arrivals but decrease in tourism expenditures  Lack of planning process and lack of efficient enforcement mechanism  Dependency upon major tour operators for promotion of Greek tourism  Insufficiency of infrastructure to serve the expanding demand  Lack of coordination at the destinations and disrespect for tourists’ needs  Development of tourism as a single regional development option  Failure of the privet sector to invest in long term projects  Deterioration of natural, social and cultural resources

Unless both the privet and public sectors address these critical issues immediately, their future can be seriously endangered, resulting in a potential disaster for both Aegean and Ionian regional economies and the sustainability of their recourses.

Photographs of hotel Familia, Ithaka.

(Source: personal photograph)

5.3 – Cultural - Heritage tourism

As tourism grew, travellers became more experienced and demanding on better quality services and unique experiences. Nowadays tourists seek to satisfy a broad range of needs beyond the basic ones. Education and culture are gaining a central role in the choice of places to visit. The richness and diversity of cultural attractions offer strong competitive advantages to attract potential visitors. Culture and heritage have a central role in this trend.

The development of tourism may have positive impacts on cultural heritage, directly and indirectly.

Because of tourism and its financial benefits that brings with it, special attention has been given to cultural heritage as a resource for tourism, increasing the basis for its protection beyond the symbolic social or ethical values. The rising attention given to cultural heritage can bring changes to local values as well as it can contribute to a positive public awareness and rising public support to protect such areas and some time even to revive abandoned elements (Carter, 1996). Often these policies can bring culture to the forefront of the public agenda. As a result of the tourists’ interest in heritage local societies can also benefit, by strengthening their sense of local identity and tradition.

Tourism, however, may have significant negative impacts on cultural heritage. The wear and tear on monuments by visitors, noise, pollution and waste, congestion and rise cost of services are some of the effects that often cause deterioration of cultural heritage. Given that tourism has a multidimensional economic and social effect on the destination areas, it can also affect demographic characteristics, social values and attitudes, culture and lifestyle but also built environment and environmental recourses. As a consequence, it is not surprising that a growing number of regions and local communities are increasingly concerned about the impact of tourism on cultural heritage and adopting policies to tackle these problems. The basic stages of such policies are described by Coccosis (2009, p. 55) and include; “identification of conflicts and opportunities, adaptation of goals and objectives, development of a strategic plan and a plan of action, implementation, monitoring and evaluation.” However, the most challenging and demanding tasks is to mobilise societies within touristic destinations to review the course of development followed and attempt to direct it towards desirable directions.

After the 1956 earthquake, many houses were abandoned and let to turn in ruins (Source: personal photograph)

Architecture and Tourism

Photographic montage of the same street at different decades.

(Source Gerry photography, personal photograph)

One of the most prestigious buildings in Ithaka was the naval school. Unfortunately it was destroyed during the big earthquake of 1956. Photograph taken 1930-1940.

(Source Gerry photography)

6.1 – How to design for sustainable tourism – Typologies

It is widely acknowledged that planning is crucial to successful tourism development. Dredge in his work “Destination place planning and design” (1999, p. 23) defines planning as “an activity and/or method of organizing the future in order to achieve certain objectives”. Planning has been a widely used principal in touristic developments at local, regional and national levels (WTO, 1998). But the benefits of planning can are possible only when the plan is implemented. Academics agree that the implementation is one of the most important stages of the touristic development process and a practical plan should be created for this purpose (Cracolini, Cuffaro, & Nijkamp, 2009), which means that a plan should be implemented as planned. In most cases, many evidenced in Greek islands, there is a gap between planning and implementation, because of differences between of what ideally should have happened and what happens in reality.

As a consequence, there is a wide diversity of tourism development, although among same regions some similarities or similar patterns can be recognized in the way they are developed. Within this perspective, it is interesting to seek out such patterns of tourism developments. Furthermore, the behavior of travellers has chanced radically, developing a more segmented and specialised market, which often has as a sole objective to offer unique activities at the destination area. This behavior calls for a different ways of planning and management at local level. The uses of tourism typologies are aiming at a more effective planning through which sustainability can be achieved.

Coccosis and Psyharis (2008) identify two categories of typologies; those who the interest is focused either on a) the characteristic of tourist demands, or b) the destinations characteristics. The main aim of these typologies is the understanding of the structure and dynamics of the development in each destination area.

But the most important role typology can play is to show the different character of each place. In this way every place will create a different product, which can help the destination region to distinguish between other in a globalized tourism market.

There are multiple benefits from the creation and use of typologies because they mainly allow the recognition of the regions individuality. Specifically the use of typologies helps the recognition of (WTO, Global code of ethics for tourism, 1999);  different types of tourism  different types of tourists  different motivations for the journey  the effects of tourism in destination areas according to the motives and type of travel Data availability is an important aspect in the process of creating a typology. In order to create an effective, rational and detailed typology, data accuracy and the level of detail at the chosen planning scale is crucial.

As a logical result, different typologies can be produced by different point of view, because different criteria, factors and analysis are used.

The busy port of Vathi during the 1980s tourism golden era.

(Source Gerry photography)

6.2 – Planning for historic sites

For the tourist industry, history has become a product that can be marketed, sold and re-created.

Historic settlements are seen as assets, rapidly transforming into products ready to be sold to consumers seeking an ‘experience’. On the other hand, historic regions faced with limited financial opportunities see cultural tourism as a significant economic income and the commercial value of the past is turning into a product of the present. Despite pressures for growth and economic constrains, and often attempts of ‘modernisation’ of remote locations, urban cultural and social qualities should be considered in favour of conservation. Dr Aylin Orbasli (2000, p. 29)summarizes the most important qualities;

 “a continuing link to a traditional way of life, which has been lost in western countries  the existence of informal trade and small scale but thriving informal economic activity in town centers  the continuing significance of religion and belief, in urban life”

and she further states that “only tourism planning that directly benefits local interests and the local economy will serve the realistic continuation of heritage.” (2000, p. 03).

Some of the objectives for tourism planning in historic regions should be:  to ensure long term benefits and sustainability of the tourism activity, while preserving continuity in tradition  to develop and maintain a high quality product  to market the product to the appropriate market effectively  to maximise benefits and minimise impacts through successful management

The archeological site of Ulysses Palace.

(Source: personal photograph)

Abandoned house (Source: personal photograph)

Although tourism is not a direct financial resource for conservation, it can be catalyst to attract new financial interments. The restorations and reuse of redundant buildings, offers encouragement for other environmental improvements, adds life and activity to a place and provides an example of conservation.

Tourism not only encourages new economic activity but also new use and often more flexible demands on space. It is an opportunity for otherwise redundant buildings to be reused, providing continuity through active use. The reuse of existing resources reduces new construction and attached environmental issues, while increasing use in central locations.

Another aspect that must be taken in to account when planning for historic regions is visitor management. Visitors management is not only a matter of traffic or pedestrian flow management, but involves imaginative solutions to enhance the visitor experience, maintain a pleasant reputation for the destination and ensure high quality environment for residence to live and work in. This can be achieved to a great extent through careful planning and sensitive social design with the support of the tourism manager.

Special attention should be given to the orientation and information level of visitor management. Assuming most visitors are new to a place in which they arrive, the immediate need is for a positive impression and then a means for orientation and direction. The process of orientation and direction form the point of arrival provides a highlight of available attractions and enhances the tourist experience.

A heritage trail of walk can be seen as an opportunity to present a better, and also a chosen, view of place to tourists, to increase tourist circulation, to allow tourists to discover and appreciate other aspects of the region and to ensure attractions in less central areas are also viewed. Heritage trails also contribute to tourist management, reducing pressure on central popular areas. “Visiting historic regions is not about going to a museum or reliving history, and conservation is not about preserving the past as an archaeological ruin; it is about enhancing an area which has qualities to build upon from the past, as a contemporary living environment. Tourism has to be made to work for historic sites, enhance rather than destroy, support rather than siphon, most of all value the depth, the heart and the spirit of a place � (Orbasli, 2000, p. 4).

From history to practice and ‘vice versa’

7.1.1 – Global Positioning

Ithaka, the Kingdom of Ulysses

Ithaka or Ithaki belongs to the Ionian Archipelago, a group of island dispersed between Italy and Greece, covering an area over 500 Km from North to South. Heptanisa ( the seven islands) , as it is traditionally called, belongs to the Adriatic Sea and it forms the western border of Greece as it is at the crossroad between Central and Eastern Europe and Africa. The province of the Ionian Islands is divided in four prefectures; Kerkiras, Kefalinias, Leukados and Zakinthos and administratively includes most of the Heptanisa, except Kithira and Antikithira.

Ithaka lies in the center of the Ionian Archipelagos, between the Island of Kefanolia and Sterea Ellada which is part of the mainland. Administratively belongs to the prefecture of Kefalinias, headquarters of which are in Argostoli town, in Kefalonia Island. Ithaka is the second smallest of the inhabited Ionian Islands. It is 29 km in length and 6.5 km wide and has a coastline of 100 km. It consists of 2 peninsulas that are almost equal in size and they are joined by the isthmus of Aetos (or Eagle bay). The island is long and narrow and is almost divided in half by the sweeping bay of Molos. The channel between Ithaca and Kefalonia is 14 miles long, with a maximum width of 3 miles and a minimum of 1.5 miles and as the island does not have its own airport, most visitors reach Ithaca by ferryboat from Kefalonia. The three highest mountains are Mt. Petaleiko in the south, the Homeric Mt. Neritos (800m.) and the Mt. of Exoghi in the north. Vathy is Ithaca’s capital town, and has been since the Venetian times and is located in the south east of the island. Vathy is considered to be one of the world’s largest natural harbours.

Ithaca today

Neolithic Period c. 4000 - 2800 BC Helladic Period c. 2800 - 1100 BC Mycenaean Period c. 1500 - 1100 BC Dorian Invasion c. 1100 - 800 BC Hellenistic Period c. 300-180 B.C. Roman Rule c. 180 BC - 396 AD Norman Occupation c. 1185 - 1204 AD Toques Family c. 1357 - 1479 AD Venetian Rule Officially from c. 1504 - 1797 AD Allied Russia and Turkey c. 1798 - 1807 AD British Rule c. 1809 - 1864 AD Geometric Period c. 900-670 B.C. Archaic Period c. 700-500 B.C. Classical Period c. 500-300 B.C. Hellenistic Period c. 300-180 B.C. Byzantine Rule c. 394 - 1185 AD Orsini Family of Rome c. 1204 - 1357 AD Turkish Empire Rule c. 1484 - 1499 A D French Democrats c. 1797 - 1798 AD French Rule c. 1807 - 1808 AD Greek Rule - c. 1864 AD onwards

7.1.2 – History of the Island

Neolithic finds in the north of Ithaca date its earliest inhabitation back to at least 3000 BC. According to its infamous mythology, the island was named after either Ithacus, son of the sea-god ‘Poseidon’ or Ithacis, the son of a Kefalonia king who settled there. Its earliest settlers lived in the north of the island, but by 1500 BC, southern Ithaca was also inhabited. During the Mycenaean period, Ithaca became the power seat for the Kefalonian state, which embraced all the Ionian Islands and parts of the Arkarnanian mainland.

During the twelfth and thirteenth centuries AD, the Normans and Franks ruled Ithaca. The small Ionian island reached its peak around 1000 BC, which seems to correspond with Homer’s writing of Odyssey. Archaeological finds from this period have been used to support the reading of this epic as a literal description of historic events and can be seen in Vathy’s Archaeological Museum. When Ithaca fell under Dorian rule, it wasn’t long before its power and glory slipped away to mere insignificance.

Between 800 --185 BC, under the Corinth state, Ithaka became a political backwater and remained so even after power was transferred to Rome in 200 BC. During the Byzantine era 395 -1185 AD, Ithaka was annexed to Kefalonia and from then on shared much of it’s larger neighbours’ history.

As with other smaller islands, Ithaka was invaded by pirates and Turkish invaders over the centuries. It stood it’s ground and it’s internal strength until 1479, when the island was vandalized and violently thrust upon by Turkish forces. Most survivors abandoned the island. Turkey ruled for 30 years.

When the Venetians began their rule over Ithaca, they were forced to offer land and tax exemptions to lure settlers back.

By the 1500’s, Ithaka had a new fortified coastal capital, Vathy. The generous and natural harbour gave name to it. “Vathy” means “Deep”. With the persistent enticements of the Venetian rulers, Ithaca once again began to grow and prosper, and the small population of only 60 families in 1560, grew to 12.000 at its modern day peak. Towards the end of the 18th century, the French ruled Ithaka until the British conquered them in 1809. In 1821, Ithakians, led by the “Friendly Society” were prominent activists during the ‘War of Independence’ against the Turkish rule of mainland Greece. The bloody battles finally ended in 1864 and Ithaka was liberated.

During the early 1900’s, Ithakians began to immigrate to countries all around the globe, gaining them a widespread reputation for their seafaring skills. The wealth and ideas brought back to the island, in turn transformed it back to its former glory of wealth and power. During WW2 Ithaka was thrust upon by both German and Italian forces, sending inhabitants into the mountains to escape persecution. In 1953, forces beyond its control struck down Ithaka, with a big earthquake that many locals still speak about as being the most ferocious ever experienced. It destroyed most of the islands’ buildings, forcing many to leave Ithaka to find refuge elsewhere. Ruins of that time are scattered all over the island and only few houses to have survived its devastating impact. Most houses however, were built anew after the quake and are no more than 50 years old.

Representations of Ulysses travels on ancient vase (Source: British Museum, Lonon, personal photograph)

Representation of Ulysses & the Sirens

Odysseus - Ulysses

Odysseus (called Ulysses in Latin) was the son of Laertes and was the ruler of the island kingdom of Ithaka. He was one of the most prominent Greek leaders in the Trojan War, and was the hero of Homer’s Odyssey. He was known for his cleverness and cunning, and for his eloquence as a speaker.

Odysseus was one of the original suitors of Helen of Troy. When Menelaus succeeded in winning Helen’s hand in marriage, it was Odysseus who advised him to get the other suitors to swear to defend his marriage rights. However, when Menelaus called on the suitors to help him bring Helen back from Troy, Odysseus was reluctant to make good on his oath. He pretended to have gone mad, plowing his fields and sowing salt instead of grain. Palamedes placed Odysseus’ infant son in front of the plow, and Odysseus revealed his sanity when he turned aside to avoid injuring the child.

However unwilling he may have been to join the expedition, Odysseus fought heroically in the Trojan War, refusing to leave the field when the Greek army was being routed by the Trojans. He was also the originator of the Trojan horse, the device by which the Greeks were finally able to take the city of Troy itself. After the death of Achilles, he and Ajax competed for Achilles’ magnificent armor.

When Odysseus’ persuasiveness caused the Greeks to award the prize to him, Ajax went mad and killed himself.

Ulysses in ancient Ithaca

Odysseus return from Troy, chronicled in the Odyssey, took ten years and was beset by perils and misfortune. He freed his men from the pleasure-giving drugs of the Lotus-Eaters, rescued them from the cannibalism of the Cyclopes and the enchantments of Circe. He braved the terrors of the underworld, and while in the land of the dead, Hades allowed Thiresias, Odysseus’ mother, Ajax and others to give him advice on his next journey. They gave him important advice about the cattle of the sun (which Apollo herds), Scylla and Charybdis and the Sirens. From there on the travels were harder for Odysseus, but they would have been much worse of it wasn’t for the help of the dead. With this newly acquired knowledge, he steered them past the perils of the Sirens and of Scylla and Charybdis. He could not save them from their final folly however, when they violated divine commandments by slaughtering and eating the cattle of the sun-god. As a result of this rash act Odysseus’ ship was destroyed by a thunderbolt and only Odysseus himself survived. He came ashore on the island of the nymph Calypso, who made him her lover and refused to let him leave for seven years. When Zeus finally intervened, Odysseus sailed away on a small boat, only to be shipwrecked by another storm. He swam ashore on the island of the Phaeacians, where he was magnificently entertained and then, at long last, escorted home to Ithaka.

There were problems in Ithaka as well, however. During Odysseus’ twenty-year absence, his wife Penelope, had remained faithful to him, but she was under enormous pressure to remarry. A whole host of suitors were occupying her palace, drinking and eating and behaving insolently to Penelope and her son, Telemachus. Odysseus arrived at the palace, disguised as a ragged beggar, and observed their behavior and his wife’s fidelity. With the help of Telemachus and Laertes, he slaughtered the suitors and cleansed the palace. He then had to fight one final battle against the outraged relatives of the men he had slain.

However, Athena intervened to settle this battle and peace was restored.

7.1.3 – Demographic information The first numerical information on the Ithacan population is from the Venetian period.

• 1568 - 60 Families • 1590 - 1,500 People • 1620 - 2,500 People • 1655 - 4,500 People During the English period an official census took place, which showed an increase in the population.

• 1818 - 8077 People • 1836 - 7,952 People • 1858 - 11,348 People • 1862 - 14,451 People After the union of the Ionian Islands with Greece the population decreased since some moved to the mainland or immigrated abroad.

• 1865 - 10,642 People • 1870 - 9,873 People • 1889 - 8,821 People The decrease continued during the 20th century with a number of people immigrating to other continents or becoming sailors.

• 1907 - 9,716 People • 1920 - 9,185 People • 1928 - 8,836 People • 1940 - 8,412 People

Photographic montage of Vathi at different decades.

(Source Gerry photography, personal photograph)

According to statistics (Elsatt), there are over 13,000 Ithakians or people of Ithakian descent in the world.

ITHACA-3084 | ATHENS-2994 | AUSTRALIA-1827 | USA-1443 | STH AFRICA-1026 | PATRAS-411 | CANADA-75 | NEW ZEALAND-69 | EUROPE-33. These statistics were gathered in 2001.

Ithakas’ population abruptly declined after World War II, immigration steadily continued and people moved to the larger cities of Greece. An unfortunate reason for this was the earthquake of 1953, which devastated the entire island.

• 1951 - 7,527 People • 1961 - 6,521 People • 1971 - 4,156 People Around 1980 to 1985 the population of Ithaka had stabilized at approximately 3,000. During the 1990’s it decreased again to around 2,500. Now in the 21st century there are a number of new inhabitants, those with Ithakian heritage returning for a better, more natural form of life and those from abroad. The population now stands at around 3100 citizens.

7.1.4 – Occupation of locals -economy 7.1.4 – Occupation of locals - Economy

Ithakas capital is Vathy in the south, and the largest village in the North island is Stavros. There are ports in Vathy, Piso Aetos, Polis Bay, Frikes and Kioni. The majority of the local population is occupied with agriculture, stockbreeding, technical and engineering professions, government, fishing, and for the most part, tourism. A large percentage of the working population is also traditional sailors.

Ithaka is a green island with large areas of olive groves and some vineyards, also many orange and lemon, pear and fig trees. The flora includes all the typical species seen throughout the Ionian Islands. On the mountain slopes there are oak trees, cypress trees and beautiful wildflowers such as daisies, poppies, anemones and cyclamens. Sage grows wild along the roads and throughout the mountains, also rosemary, thyme and many other herbs used by the locals.

Ithakas’ rock formations are made up of mother of pearl and limestone. The island suffers, as do the other Ionian islands, from frequent earthquakes and tremors. There has been no serious earthquake however, since 1953. Ithaca produces it’s own wine and olive oil, cheese, yogurt, free range eggs and goats meat. There is currently no industry for any of the produce grown on the island other than being sold locally to inhabitants’ restaurants, and of course, for personal use. Perahori, in the southern mountains of Ithaki, is currently the only area where Olives Groves are completely organic. Individuals throughout the island have also undertaken the quest for Organic produce, although it is still common practice to spray insecticide for many local farmers. As demand for organic produce increases, so will environmentally friendly farming increase.

The ship Anggelika in the port of Vathi. Anngelika offered a direct connection with Italy, transporting a large number of tourists.

(Source Gerry photography)

Photographic montage of the port of Frikes at different time frames.

(Source Gerry photography, personal photograph)

The loss of Greece’s national currency, the Drachma, and the appearance of the Euro in 2000 has changed the dynamics of Ithacan life. Prices have risen and wages remain mostly unchanged. During summers it is now not uncommon to see fisherman and farmers working as waiters or kitchen hands at their favorite restaurant or Kafeneion, servicing Ithakas Tourism, the place they had once whiled away their hours with friends and neighbors over an Ouzo or coffee. Another major impact on Ithakas dynamics is the aging population. Even with the islands’ baby boom of 2003 / 2004, there are more aged dying than can statistically be replaced.

“But why go to Ithaka? It has no temples, no great churches, no paintings, no monuments of architecture, no sculptures, and no history of more than local interest... And yet, in spirit of this, it had an attraction for us equaled only among these isles by Curfu, and for precisely the same reason. The fame of Ithaka was not made by sword, trowel, chisel, or brush; it was made wholly by the pen. Literature, as well art and religion, has its shrines, and every country with a literature has them...the Odyssey was built with Ithaca as one of its foundation stones; but now it is Ithaca that rests on the Odyssey... As long as the Odyssey continues to be read, ‘some’ Ithaca will possess an interest.”

Samuel Barraws, 1898 quoted in Keffalonia and Ithaki by Nicholas N Patricios, 1992.

7.1.5 –Touristic importance

The geographic position of Ithaka in the Mediterranean Sea, along with the unique combination of natural, cultural, climate and historic resources, provide the island with excellent perspectives for touristic development. Furthermore, if someone looks back in history, is easy to understand why Ithaka has the potentials to become once again a great destination for a variety of tourist interests. During the 1970s and 1980s the Ithaka used to thrive on tourism. The locals refer to those days as the ‘golden era’. Despite its small size, compared to the neighboring islands of Leukas and Kefalonia, Ithaka had a great transport connection among which a ferry direct line with Italy and hydroplanes. But after the ferry connection with Italy was cut of, due to financial and political reason, the island has stabilized in catering for a small number of tourists.

Today, Ithaka still remains an unexplored and ‘virgin’ destination with beautiful natural resources.

In addition, if we observe the reacquiring patterns of increased tourism development in the region of Ionian Islands, we can understand that is a matter of time before Ithaka becomes another tourism investing area. Already, larger island like Lefkas, Kefalonia and Zante have experienced an extensive development in tourism, which often happened without any previous planning or consideration for the sustainability of the area. As a result, these regions have problems with over-tourism, bringing the islands to their capacity limits with the attached environmental, social and cultural issues. But is not only the larger islands of the region that have been ‘discovered’ as tourism destinations. Smaller islands, like Meganisi, have attracted the interest of investors. Big developing corporations have acquired significant land, almost covering half of the island, with prospects for tourism development.

One of the most tourist attractive aspects of Ithaka is its history. The ancient palace of king Ulysses and his travels, create a mystery atmosphere for the exploring tourist. The morphology of the island enhances the mystery, which Homer created so successfully in his stories. Traditional trails guide the visitor to areas with archaeological interest and magnificent natural beauties. One of the most interesting attractions is situated three kilometers to the northwest of Vathi, the so-called Cave of the Nymphs. Here according to the myth, Odysseus hid the gifts bestowed upon him by the Phaeacians who left him upon Ithaca’s shores ten long years after the end of the Trojan War. Locals say that after a visit one can see why Ulysses traveled for ten year to return to this island.

Ithaca is a writer’s haven. It has great beaches, guided walks, boating trips, festivals, panoramic views, traditional food, busy bars or quiet solitude. Even in the height of summer you can find a secluded beach or a rustic corner to contemplate your thoughts.

(Engraved on a stone in Ithaka, - anonymous writer)

Over the past 15 years Ithaca has catered more and more for tourism, but it is still comparatively unspoiled. Strict building regulations prohibit constructions that are not in harmony with existing buildings on the island, Ithaca has no large hotel complexes or unsightly architecture. One of the most prestigious preserved building is the Hamilton House in Kioni, which was built in 1892 by Elizabeth Hamilton, niece of Lord Nelsons mistress, shortly after Ithaca was part of the British Empire. Locals today still call it ‘Lizzys’. Many famous people have come to the island over the years, Sophia Loren, The British Royal Family, Madonna, Nicholas Cage, Tom Hanks, Sade, Jamie Lee Curtis, Rowan Atkinson – which owns a house in the island. Due to the developing boom during the 70s-80s, Ithaka has a well organized, for its size, road infrastructure system, able to serve a high capacity of vehicles.

Panoramic view of the North side of Ithaka. Destiguising the natural port of Vathi.

(Source: British Museum, Lonon, personal photograph)

7.1.6 –Identification and proposal of sustainable development it the case of Ithaka

Tourism sustainability plays a key role in a more productive and harmonious relationship between three basic elements; the tourist-visitor, the host society and the environment. This relationship can be described as a dynamic one. The harmony we are talking about is very closely related with the ability of the region to accept, absorb and adapt to changes, which come as a result of tourism development.

It is clear that this kind of ability is a result of both the characteristics and the special features of each destination and the implementation of appropriate policies. Fredline and Fraulker (2000) mention that in order a positive social relation between the host and the tourist to be achieved, an economic efficiency must be present for local societies. On the other hand, positive attitudes from host societies, intensifies the quality of the tourist experience, which in this case is offered in a competitive and attractive way of the destination.

An important issue raised is that “sustainability must be conceived as a transition, journey or path, rather than an end point or an achievable goal” (Middleton and Hawkins cited in Coccosis & Psycharis, 2008, p. 278). Thus, ‘Project Ulysses’ aim is to identify the initial steps, for the island of Ithaka, of the journey Middlton and Hawkin speak about. Several sustainability weaknesses, which will have to be tackled, that have been discussed in the previous chapters apply also for the case of Ithaka, such as lack of regional planning, neglect of ecological and natural resources, noise and litter pollution in popular areas. In addition, personal research and feedback from interviews with the local planning authority and local people, has brought up some interesting insights that affect the every day life. Miss Athina Agathopoulou, officer at the planning office of Ithaka, stresses the need for a by-pass road that will divert traffic from the center of Vathi. “The costal road is not suitable for heavy traffic, lorries and buses, especially during the tourist summer season. There is no room to cycle or even walk, exposing pedestrians to on-going traffic dangers. Ideally this road should be allocated only for pedestrians and cycling lanes” (Personal interview with Miss Agathapoulou). An other complain of the locals was about the developed fishing farms. Although the project has been generally received with enthusiasm as a sustainable and eco- friendly source of both economic growth and supply of organic food, many Ithakicians state that the project was implemented without or incorrect planning. According to locals, the fish pods are placed too close to the beaches, which has as negatives effect in both tourists and fish. “It is a not a beautiful site to see when you go to the beach and the noise of the people scares the fish, which affects the breading process” (Personal interview with locals from Ithaka).

Tourism impacts and improvement targets for the Aegean and Ionian island.

Source: Mediterranean Islands and Sustainable Tourist Development by Ioannidis and Apostolopoulos, 2001,p156

Despite these problems, Ithaka has the potential to became a sustainable tourist destination and set the benchmark for the region. As part of the immediate and smaller in scale enhancements that the island could benefit from are the creation of small marinas, to host and cater for the increasing number of sailing boats, the restoration of the many traditional trails on the island and most important the restoration through archeological excavations of Ulysses Palace. This is of a paramount importance as the history of the region is one of the major attractions that many tourists visit the island. So far, mainly due to financial and political reasons, the works on the archeological site of the palace have been insignificant. Regarding larger interventions that provide the potential for sustainable tourism development is the creation of a new port, capable to receive larger ships. During the ‘80s, Ithaka was the destination of many cruise ships and ferries, connecting the island directly with Italy. That had as a result increased tourism activity and the attached economic benefits. Miss Maria, a local Ithakiacian states “… we refer to that period as the golden era! Back then we had a better life. We had money and we could provide a better life with better living standards, education, health care ect for our families. After the line was cut, the degradations begun…we want the tourists back”(Personal interview).

Ithakas’ geographical location and morphology offers the potential for a diverse tourism activity to be developed, ensuring longer tourism periods and wider spread over the local population of tourism capital. Some of the proposed and able to develop types of tourism are listed below;  Exclusive tourism Exclusive or top-class tourism is aimed at the arrival of high income tourists. A limited and exclusive market that does not require a further extension of the existing build area.

This can be developed in regions with ‘B’ class hotels which can easily be upgraded to ‘A’ class, through improvements and addition of more facilities and high quality service.  Alternative / Eco-tourism Many tourists seek a more simple and close to nature kind of tourism. This is a type of tourism that favours the economic activities of agricultural areas at the same time. Olive oil, ouzo are popular traditional activities that eco-tourism can be applied. There are no location restrictions for this type of tourism and can be implemented on the whole island.

 Adventure/sports tourism Ithaka is ideal for trekking thanks to its nature and culture. The plethora of traditional trails offer unique views and experiences to the visitor. Another possibility is the development of areas for more active sports such as horse back riding and mountain biking. This type of tourism requires special facilities to be developed.  See tourism Ithaka has a strong comparative advantage in sea tourism, because it has an abundance of surrounding waters. The location is ideal for wind surfing, snorkeling and sailing.

Establishment of modern water sports facilities may be established at some beach location. For yachting and sailing, the constructional of a marina will be necessary.  Cultural – Historic tourism Ithakas history and cultural heritage offers a great opportunity for this kind of tourism to be developed. By upgrading the level of access to these attractions, the island will gain cultural prestige and may offer more interesting places to visit. The level of service and quality of museums and archeological sites needs to be improved. Local festivals and traditional celebrations is also an option but traditional villages must be protected.

The materials used and the design of buildings in such places must be based on local tradition.

Secondary options for a even broader base for tourism development could be health tourism, winter and educational tourism.

At this point it is worth mentioning that, although there has been allocated an are for an airport on the island, it is suggested to keep the access to the island only by sea. In this way not only the number of tourists can be controlled but also preserve the mystery of the journey Ithakas has to offer to a visitor when arriving by sea.

Historic map of Greece (Source: Google Earth,2011)

The small but important port of Frikes, located at the North - West side of the island. Photograph of arriving at the port by a small ferry boat. (Source; personal photograph)

Preliminary sketch of a bridge design for the port of Frikes.

Design Brief

Taking under consideration the finding from the research, on both the nature of tourism and the island of Ithaka, the design brief aims to propose an evolutionary self-sufficient touristic development. The various settlements, farming and renewable energy applications originate from the investigation on the needs of the island.

“It is noteworthy that tourism forms a rather heterogeneous class. Some want to enjoy a given city or a cultural atmosphere, others are oriented towards specific goods or cultural amenities such as a lake, a mountain, or a historical district” (Girard & Nijkamp, 2009, p. 2). The appropriate way of procurement, in order to achieve sustainable tourism, is to cover a broad spectrum of different types of tourism, suitable for the needs and interests of every type of traveller (Scheyvens, 2002).

For the island of Ithaka, these includes; alternative tourism, eco-tourism, budget tourism, luxury tourism, cultural and leisure tourism. This will eliminate seasonal tourism and provide a spread income over the year to the majority of the local population. These specifications could be the starting point for further investigation on development for the sustainable tourism character of Ithaka. In specifics the requirements for these projects could be as demonstrated below:

- Design a representative establishment for each one of the following types of tourism: alternative, budget – backpacking, luxury, cultural, eco-tourism - Each one of establishments needs to fulfil the following criteria:  Needs to accommodate a specific number of inhabitants (depending on the type and interest for the type in tourism market)  Has to be located within the island according to its kind  Has to be energy efficient so that the complex can be self-sufficient  Has to meet different criteria according to the kind of tourism, for example the establishment for budget tourism has to be prefabricated off-site and assembled on site to minimise the construction cost. Also the design will include rooms for up to 10 people with common facilities. In contrast the luxury establishment has to offer privacy and the feeling of comfort.

The construction material used in this case must reflect its purpose.

Sunlight paths over Ithaka

06:00 a.m.

09:00 a.m.

06:00 p.m.

03:00 a.m.

 The architecture of each one above must be unique and different from each other, respecting local architecture and provide a tourist interest it self  Has to be built to contemporary standards including health and safety issues, management and administration spaces

- Master planning for  fishing and agricultural farms situated along the island  wind turbines and solar panels fields covering electricity needs of the island 

waste management and disposal areas for recycling.

The research of this dissertation for an ‘evolutionary’ touristic development for the case of Ithaka has set as a priority the upgrade and re-design for the port of Frikes. It is important to maintain the evolving goal for the area and gradually implement any design proposal rather that suddenly. Hence, it is essential to upgrade the current infrastructure of the port of Frikes before creating any touristic establishments. Over the next few pages this dissertation will attempt to provide a sustainable design proposal for the port of Frikes. The design process and decisions are based on and derive from the principals and values on sustainable tourism development, investigated and analysed on the previous chapters. Ultimately, this design proposal aims to a continuation of the traditional image and atmosphere of the area rather than creating a new proposal.

Key to the design process has been the use of local construction methods and materials.

Some of the problems of the current port that had to be tackled are:  Lack of parking space for vehicles waiting to board  Lack of traffic management  Lack of a by-pass root for traffic upon ferry arrival – disturbing the peace of the local village  Lack of information and orientation center for tourists. Visitors had to disembark in the middle of the road without any information or instructions available

Montage of Vathi, Ithaka, during the 18th century and today.

- Climatological data The location and climatological conditions of the island are ideal for the production of renewable energy – mainly solar and wind.

Solar path

Temperature graph - Annual

The specifications of the investment for the evolutionary touristic development will be finalised after thoroughly examining the needs of the local population and the most appropriate procurement route. A prediction for a period of 10 years will be part of the design proposal, as how will the touristic development is expected to progress.

Humidity graph- Annual

Wind speed and direction

Cloud coverage graph - Annual

Conclusion

Tourism is a world-wide socioeconomic phenomenon. Its environmental, social and economic aspects have been a focus of interest for policy making and research communities for years (Buhalis, 2001; Coccosis & Psycharis, 2008; Girard & Nijkamp, 2009; Hall & Lew, 1998). Tourism covers an important sector for the development of the Greek economy. Furthermore, tourism is a highly dispersed activity which affects the development potential of every region and locality. Thus, strategic, more cohesive and more multidimensional thinking is required to ensure a compatibility of economic and environmental interests. This means that both the strategic significance of planning for sustainable development and its implementation have to be envisaged not only at global level but also at a local level. Tourism planning is an essential tool in organising in advance how tourism is to be developed at the destination and early on, it can minimize the negative effects that tourism may have on society, economy and environment.

Planning for tourism involves patterns of tourism development. Typology is a very important tool for tourism planning as it supports the recognition of its regional effects, demonstrates the extents and the intensity of growth and thus it leads towards the process of rational planning. Unfortunately, experience has shown that the general principals of planning for sustainable development, and even its interpretations of public actions towards tourism development, are not going to be very successful unless they count on the participation of professionals in the field. Moreover, they must be coordinated by public – private actions.

At the same time, it is essential for the local population to get involved early in process. It is necessary principals such as empowerment and education of local communities via various methods to be put in action.

The case of Ithaka presents an excellent candidate and opportunity for sustainable touristic development.

With prospects and predictions to be developed as a major tourism destination it is of a significant importance that planning and research for sustainable approaches to be investigated. Evidence from reach revealed that the most appropriate direction to follow for a sustainable tourist development for small islands with rich diversity of tourism sources, such as historic, alternative, budget ect, is to develop a variety of touristic developments able to service a broad spectrum of tourism interest. It is essential for historic regions like Ithaka, precaution to be taken as for the amount of tourists accepted daily and how to preserve and yet exhibit areas historical significance. Furthermore, the destination region must be provided with the necessary infrastructure to host and support the estimated tourism development. This dissertation has attempted to identify and set a number of design proposals and has prioritised as a first action toward that direction, the improvement and restoration of the historic port of Frikes.

In conclusion, planning for sustainable tourism requires a shift in our thinking of our economic system.

This calls for more attention for more attention for sustainable regional and local development and for sustainable plan and project evaluation. Thus, it is a major challenge to seek development strategies which use tourism as a key activity and which ensure co-existence and evolution of local communities along with tourism developments, reconciling economic growth interests, social and environmental interests not only in the short run but also in the long term.

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Ulysses

Supportive material

Photos from ancient Ithaka.

Representation of Ulusses endeavours. (Photos taken during my visit at the British Museum in London.)

Evolution of the number and share of the different types of holiday trips, 1998-2005. (source Eurostat)

Seasonal variation in occupancy of collective tourist accommodation, monthly data (source Eurostat)