UNWTO regional capacity building course in Qatar
Cultural Tourism Product Development Doha, Qatar 21-25 September 2014
Welcome to the UNWTO regional executive training course in Qatar
2nd edition 2014 on
Cultural Tourism Product Development
With this booklet, we wish to inform and prepare you to the intensive course, to be held in Doha from 21 to 25 September 2014. To do so, we would like you to read the following documents before assisting the course: •
Introduction to the course;
•
Understanding tourism – Basic Glossary;
•
Global Code of Ethics for Tourism;
•
Handbook on Tourism Product Development (Executive Summary); and
•
Cultural Heritage and Tourism Development – A report on the international conference on cultural tourism.
We wish you a pleasant reading and look forward to seeing you in Qatar!
UNWTO regional course in Qatar
Cultural Tourism Product Development Doha, Qatar 21-25 September 2014
Tourism has grown at an accelerated pace over the last few decades, and forecasts indicate that this growth will continue in the years to come. According to UNWTO, both the Middle East and the North African (sub)regions will experience an average annual growth in international tourist arrivals of 4.6% between 2010 and 2030. In all its guises, the cultural identity of a country – from its heritage attractions to its modern architecture, from its indigenous artists to national collections of cutting-edge works from across the globe – provides an opportunity to engage, enrich and inspire audiences, whatever their origin. Aware of the wealth and diversity of culture to be found in this region, and realising that the Middle East has the potential to become an important, if not leading, tourism destination in the near future, tourism planners are increasingly conscious of the importance of developing cultural tourism products that identify, interpret, celebrate and grow the uniqueness of the region’s offer. While many destinations engage in marketing and promotion activities, a much lower proportion focus their attention on the development and delivery of the various attractions and activities that make up the tourism product. The fact is, though, that unless the tourism product meets the needs and expectations of tourists, the destination cannot realise its full potential. Tourism products are the basis for a destination’s tourism sector operation. Critically, the marketing of a tourism destination starts with product research. Unless the product offer is indigenous or appropriate to the identity, values, infrastructure and development objectives of the region or country, while also meeting ever-changing customer needs, marketing alone will not achieve the destination’s potential. Culture and tourism have a symbiotic relationship. Arts and crafts, dances, rituals, and legends which are at risk of being forgotten by the younger generation may be revitalized when tourists show a keen interest in them. Monuments and cultural relics may be preserved by using funds
generated by tourism. Similarly, the development of a region’s reputation as the go-to for – for example – modern architecture, contemporary art or a major festival unique to the area – will stimulate footfall from both leisure and business tourism markets (the cultural landscape being a key driver in the decision making process of business event planners) and, as such, deliver economic growth and re-investment opportunities for cultural output. Taking into consideration these factors, the course wishes to outline the essential elements in the process of cultural tourism product development planning and implementation and it illustrates these principles through a range of successful approaches and case studies, setting out best practice examples and benchmarks by which destinations can assess their own product development system and methods. Finally the course will also provide a forum for countries from this world region to share their experiences on successful policies, guidelines, and strategies for cultural tourism development.
Main Objective The objective of this course is to provide participants with knowledge, skills, tools and a forum for discussion on tourism product development. Upon successful completion of this course, participants will be able to: ● ● ● ● ● ●
Understand the key elements and concepts of a tourism product Understand destination competitiveness and sustainability Apply a framework for developing a cultural tourism product Develop tourism products reinforcing the destination’s tourism strategy Incorporate sustainable practices in tourism product development Analyse, perform impact assessment, monitor and, if required, revise, the tourism product
Content Introduction I.1 Key concepts on tourism product I.2 Key elements on cultural tourism I.3 Competitiveness and sustainability Module 1. Situational Analysis 1.1 Supply analysis 1.2 Market analysis 1.3 Impact analysis 1.4 Benchmarking 1.5 Gap analysis Module 2. Tourism Product Development Planning 2.1 Framework for developing a tourism product 2.2 Tourism product development reinforcing the tourism destination’s strategies 2.3 Sustainable practices in tourism product development
2.4 Tourism Product Development Priorities 2.5 Partnerships Module 3. Tourism Product Development Monitoring 3.1 Tourism product development monitoring 3.2 Performance evaluation using Key Performance Indicators (KPI) 3.3 Tourism product development updating The course is to follow the philosophy of the Global Code of Ethics for Tourism.
International experts Mr. Nick Bodger has over 19 years’ experience working at a senior level in the tourism, cultural and not-for-profit sectors. He is currently Head of Cultural and Visitor Development at the City of London Corporation where his specialist marketing, communications and events expertise has helped to grow local sector economies and delivered national and international recognition for the City Corporation – especially during the 2012 Games in which he played a key City role. Previously, Nick has worked at London’s regional development agency (the LDA), the BBC, the City of London Festival, Trinity Laban Conservatoire and the Almeida Theatre. Throughout his career, he has delivered consultation and change programmes for staff and stakeholders to support corporate identities, strategies and policies, direct training for visitor information volunteers and, at Trinity/Laban, the marketing modules for dance students during their BA and MA courses. Dr. Hala Tawfik has more than twenty years of experience in the Tourism sector, where she has specialised in Tourism Marketing. She is currently the Head of the Tourism Department at the Faculty of Tourism and Hotel Management at the Helwan University. Previously, she worked for 2 years as a Tour Operator in Dubai. She has also participated on a Post Doctorate mission in UK at the International Centre of Tourism and Hospitality Research of Bournemouth University, and as a speaker at The International Conference for Tourism and Environment in Saudi Arabia in1999. Moreover, she has several publications such as "The role of travel agencies in the promotion of the international incoming tourism to Egypt" (for her Master degree), "The impact of the single European market on the tourist flow to Egypt" (for her PhD), "The implications of GATS agreement on tourism", "Product development in urban cities", "Towards aviation liberalization" and "Quality in tourism services".
Agenda This agenda is tentative. Announcements informing of any change in the agenda and/or the social and cultural programme will be made during class.
Sunday 21 07:15-07:45 Registration 08:00-08:30 Inauguration QTA Omar Valdez (UNWTO)
Monday 22 08:00-09:30 Cultural Tourism in Qatar + Questions (Awni Kasht) 09:30-10:00 Break
08:30-08:50 Official photograph
10:00-11:30 Module 1
08:50-09:15 Break
11:30-12:00 Break
09:15-10:00 The role and activities of UNWTO and the UNWTO.Themis Foundation & Introduction to the course 10:00-11:30 Module Intro 11:30-12:00 Break 12:00-13:30 Module 1 13:30-14:00 Qatar National Tourism Strategy 14:00 Welcome lunch 15:15 Bus pick up at Al Mirqab Hotel and visit to MIA
12:00-14:20 Module 2 14:20-14:50 Preparation for fieldwork in groups 17:00 Bus pick up at Al Mirqab Hotel and Dhow Cruise with Dinner
Tuesday 23 Technical Visit
07:30 Bus pick-up at Al Mirqab Hotel 09:00-16:00 Fieldwork
Wednesday 24 08:00-09:30 Group work on the presentation on the outcomes of the fieldwork 09:30-10:00 Break 10:00-11:30 Participants (in groups) presentations on the outcomes of the fieldwork [5’ per group + 5’ Qs] 11:30-12:00 Break 12:00-13:30 Group work for the final task 13:30-14:45 Module 3 15:00 Lunch
Thursday 25 08:00-09:30 Module 3 09:30-10:00 Break 10:00-11:30 Participants groups presentations on final task [10’ per group + 5’ Qs] 11:30-12:00 Break 12:00-13:30 Participants groups presentations on final task [10’ per group + 5’ Qs 13:30-14:00 Final comments 14:00-14:30 Closing ceremony with certificates 15:00 Lunch 20:00 Dinner at Al Matbakh Restaurant
World Tourism Organization
Understanding Tourism: Basic Glossary (*) The glossary has been made possible thanks to the international community’s work on defining a new conceptual framework for measuring and analysing tourism economics; an effort that lasted almost three years (2005/2007). The international consensus that followed, in the form of United Nations approved International Recommendations, establishes the concepts, definitions, classifications and the basic set of data and indicators that should be part of any national System of Tourism Statistics. Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. These people are called visitors (which may be either tourists or excursionists; residents or nonresidents) and tourism has to do with their activities, some of which imply tourism expenditure. As such, tourism has implications on the economy, on the natural and built environment, on the local population at the destination and on the tourists themselves. Due to these multiple impacts, the wide range and variety of production factors required to produce those goods and services acquired by visitors, and the wide spectrum of stakeholders involved or affected by tourism, there is a need for a holistic approach to tourism development, management and monitoring. This approach is strongly recommended in order to formulate and implement national and local tourism policies as well as the necessary international agreements or other processes in respect of tourism.
Business visitor
A business visitor is a visitor whose main purpose for a tourism trip corresponds to the business and professional category.
Country of reference
The country of reference refers to the country for which the measurement is done. As a general observation, it should be noted that in the International Recommendations 2008: (a) The term “country” can be transposed to a different geographical level using the term “place” instead (either a region, municipality or other subnational geographic location); (b) The term “long-term” is used as the equivalent of a year or more and “shortterm” as less than a year.
Country of residence
The country of residence of a household is determined according to the centre of predominant economic interest of its members. If a person resides (or intends to reside) for more than one year in a given country and has there his/her centre of economic interest (for example, where the predominant amount of time is spent), he/she is considered as a resident of this country.
The main destination of a tourism trip is defined as the place visited that is central Destination (main destination) of a trip to the decision to take the trip. See also purpose of a tourism trip. Domestic tourism
Comprises the activities of a resident visitor within the country of reference, either as part of a domestic tourism trip or part of an outbound tourism trip.
Economic analysis
Tourism generates directly and indirectly an increase in economic activity in the places visited (and beyond), mainly due to demand for goods and services that need to be produced and provided.
*
This Annex includes some key concepts and the corresponding definitions as conveyed in the new International Recommendations for Tourism Statistics 2008 (IRTS 2008), http://www.unwto.org/statistics/irts/irts.htm. While some of them focus exclusively on the economic measurement of tourism, others (like the key concepts of visitors –including tourists and excursionists-, trip, usual environment, forms of tourism, etc.) are also applicable to other areas of analysis and research.
Understanding Tourism: Basic Glossary
In the economic analysis of tourism, one may distinguish between tourism’s ‘economic contribution’ which refers to the direct effect of tourism and is measurable by means of the TSA, and tourism’s ‘economic impact’ which is a much broader concept encapsulating the direct, indirect and induced effects of tourism and which must be estimated by applying models. Economic impact studies aim to quantify economic benefits, that is, the net increase in the wealth of residents resulting from tourism, measured in monetary terms, over and above the levels that would prevail in its absence. Employment in tourism industries
Employment in tourism industries may be measured as a count of the persons employed in tourism industries in any of their jobs, as a count of the persons employed in tourism industries in their main job, as a count of the jobs in tourism industries, or as full-time equivalent figures.
Excursionist (or same-day visitor)
A visitor (domestic, inbound or outbound) is classified as a same-day visitor (or excursionist) if his/her trip does not include an overnight stay.
Forms of tourism
There are three basic forms of tourism: domestic tourism, inbound tourism, and outbound tourism. These can be combined in various ways to derive the following additional forms of tourism: internal tourism, national tourism and international tourism.
Inbound tourism
Comprises the activities of a non-resident visitor within the country of reference on an inbound tourism trip.
Internal tourism
Internal tourism comprises domestic tourism plus inbound tourism, that is to say, the activities of resident and non-resident visitors within the country of reference as part of domestic or international tourism trips.
International tourism
International tourism comprises inbound tourism plus outbound tourism, that is to say, the activities of resident visitors outside the country of reference, either as part of domestic or outbound tourism trips and the activities of non-resident visitors within the country of reference on inbound tourism trips.
Meetings industry
To highlight purposes relevant to the meetings industry, if a trip’s main purpose is business/professional, it can be further subdivided into “attending meetings, conferences or congresses, trade fairs and exhibitions” and “other business and professional purposes”. The term meetings industry is preferred by the International Congress and Convention Association (ICCA), Meeting Professionals International (MPI) and Reed Travel over the acronym MICE (Meetings, Incentives, Conferences and Exhibitions) which does not recognize the industrial nature of such activities.
MICE
See meetings industry.
National tourism
National tourism comprises domestic tourism plus outbound tourism, that is to say, the activities of resident visitors within and outside the country of reference, either as part of domestic or outbound tourism trips.
Outbound tourism
Comprises the activities of a resident visitor outside the country of reference, either as part of an outbound tourism trip or as part of a domestic tourism trip.
Place of usual residence
The place of usual residence is the geographical place where the enumerated person usually resides, and is defined by the location of his/her principal dwelling (Principles and recommendations for population and housing censuses of the United Nations, ¶¶2.20 to 2.24).
The main purpose of a tourism trip is defined as the purpose in the absence of Purpose of a tourism trip (main) which the trip would not have taken place. Classification of tourism trips according to the main purpose refers to nine categories: this typology allows the identification of different subsets of visitors (business visitors, transit visitors, etc). See also destination of a tourism trip
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World Tourism Organization (UNWTO)
Tourism expenditure
Tourism expenditure refers to the amount paid for the acquisition of consumption goods and services, as well as valuables, for own use or to give away, for and during tourism trips.
Tourism industries
Tourism industries (also referred to as tourism activities) are the activities that typically produce tourism characteristic products. Tourism characteristic products are those that satisfy one or both of the following criteria: (a) Tourism expenditure on the product (either good or service) should represent a significant share of total tourism expenditure (share-of-expenditure/demand condition); (b) Tourism expenditure on the product should represent a significant share of the supply of the product in the economy (share-of-supply condition). This criterion implies that the supply of a tourism characteristic product would cease to exist in meaningful quantity in the absence of visitors.
Products
List of categories of tourism characteristic products and tourism industries Industries
1. Accommodation services for visitors
1. Accommodation for visitors
2. Food and beverage serving services
2. Food and beverage serving activities
3. Railway passenger transport services
3. Railway passenger transport
4. Road passenger transport services
4. Road passenger transport
5. Water passenger transport services
5. Water passenger transport
6. Air passenger transport services
6. Air passenger transport
7. Transport equipment rental services
7. Transport equipment rental
8. Travel agencies and other reservation services
8. Travel agencies and other reservation services activities
9. Cultural services
9. Cultural activities
10. Sports and recreational services
10. Sports and recreational activities
11. Country-specific tourism characteristic goods
11. Retail trade of country-specific tourism characteristic goods
12. Country-specific tourism characteristic services
12. Other country-specific tourism characteristic activities
Tourism Satellite Account (TSA)
The Tourism Satellite Account (described in the Tourism Satellite Account: Recommended Methodological Framework 2008) is, besides the International Recommendations for Tourism Statistics 2008, the second international recommendation on tourism statistics that has been developed in a framework of consistency with the System of National Accounts. Both recommendations are mutually consistent and provide the conceptual framework for measuring and analyzing tourism as an economic activity. As a statistical tool for the economic accounting of tourism, the TSA can be seen as a set of 10 summary tables, each with their underlying data and representing a different aspect of the economic data relative to tourism: inbound, domestic tourism and outbound tourism expenditure, internal tourism expenditure, production accounts of tourism industries, the Gross Value Added (GVA) and Gross Domestic Product (GDP) attributable to tourism demand, employment, investment, government consumption, and non-monetary indicators.
Tourism sector
The tourism sector, as contemplated in the TSA, is the cluster of production units in different industries that provide consumption goods and services demanded by visitors. Such industries are called tourism industries because visitor acquisition represents such a significant share of their supply that, in the absence of visitors, their production of these would cease to exist in meaningful quantity.
Tourist (or overnight visitor)
A visitor (domestic, inbound or outbound) is classified as a tourist (or overnight visitor), if his/her trip includes an overnight stay.
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Understanding Tourism: Basic Glossary
Travel / tourism
Travel refers to the activity of travellers. A traveller is someone who moves between different geographic locations, for any purpose and any duration. The visitor is a particular type of traveller and consequently tourism is a subset of travel.
Travel party
A travel party is defined as visitors travelling together on a trip and whose expenditures are pooled.
Trip
A trip refers to the travel by a person from the time of departure from his/her usual residence until he/she returns: it thus refers to a round trip. Trips taken by visitors are tourism trips.
Usual environment
The usual environment of an individual, a key concept in tourism, is defined as the geographical area (though not necessarily a contiguous one) within which an individual conducts his/her regular life routines.
Vacation home
A vacation home (sometimes also designated as a holiday home) is a secondary dwelling that is visited by the members of the household mostly for purposes of recreation, vacation or any other form of leisure.
Visit
A trip is made up of visits to different places. The term tourism visit refers to a stay in a place visited during a tourism trip.
Visitor
A visitor is a traveller taking a trip to a main destination outside his/her usual environment, for less than a year, for any main purpose (business, leisure or other personal purpose) other than to be employed by a resident entity in the country or place visited. A visitor (domestic, inbound or outbound) is classified as a tourist (or overnight visitor), if his/her trip includes an overnight stay, or as a same-day visitor (or excursionist) otherwise.
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Resolution adopted by the General Assembly 21 December 2001 A/RES/56/212
Global Code of Ethics for Tourism
The General Assembly, Recalling its resolution 32/156 of 19 December 1977, by which it approved the Agreement on Cooperation and Relationships between the United Nations and the World Tourism Organization, Reaffirming paragraph 5 of its resolution 36/41 of 19 November 1981, in which it decided that the World Tourism Organization might participate, on a continuing basis, in the work of the General Assembly in areas of concern to that organization, Recalling the Manila Declaration on World Tourism of 10 October 1980 adopted under the auspices of the World Tourism Organization,1 the Rio Declaration on Environment and Development 2 and Agenda 21 3 adopted at the United Nations Conference on Environment and Development on 14 June 1992, and taking note of the Amman Declaration on Peace through Tourism adopted at the Global Summit on Peace through Tourism on 11 November 2000,4 Considering that the Commission on Sustainable Development, at its seventh session, held in April 1999, expressed interest in a global code of ethics for tourism and invited the World Tourism Organization to consider the participation of informed major groups in the development, implementation and monitoring of its globlal code of ethics for tourism ,5 Recalling its resolution 53/200 of 15 December 1998 on the proclamation of 2002 as the International Year of Ecotourism, in which, inter alia, it reaffirmed Economic and Social Council resolution 1998/40 of 30 July 1998, recognizing the support of the World Tourism Organization for the importance of ecotourism, in particular the designation of the year 2002 as the International Year of Ecotourism, in fostering better understanding among peoples everywhere, in leading to greater awareness of the rich heritage of various civilizations and in bringing about a better appreciation of the inherent values of different cultures, thereby contributing to the strengthening of world peace, Recognizing the important dimension and role of tourism as a positive instrument towards the alleviation of poverty and the improvement of the quality of life for all people, its potential to make a contribution to economic and social development, especially of the developing countries, and its emergence as a vital force for the promotion of international understanding, peace and prosperity, 1. Takes note with interest of the Global Code of Ethics for Tourism adopted at the thirteenth session of the General Assembly of the World Tourism Organization,6 which outlines principles to guide tourism development and to serve as a frame of reference for the different stakeholders in the tourism sector, with the objective of minimizing the negative impact of tourism on environment and on cultural heritage while maximizing the benefits of tourism in promoting sustainable development and poverty alleviation as well as understanding among nations; 2. Emphasizes the need for the promotion of a responsible and sustainable tourism that could be beneficial to all sectors of society; 3. Invites Governments and other stakeholders in the tourism sector to consider introducing, as appropriate, the contents of the Global Code of Ethics for Tourism in relevant laws, regulations and professional practices, and, in this regard, recognizes with appreciation the efforts made and measures already undertaken by some States; 4. Encourages the World Tourism Organization to promote effective follow-up to the Global Code of Ethics for Tourism, with the involvement of relevant stakeholders in the tourism sector; 5. Requests the Secretary-General to follow up developments related to the implementation of the present resolution based on the reports of the World Tourism Organizaion and to report thereon to the General Assembly at its fifty-ninth session. 1 A/36/236, annex, appendix I. 2 Report of the United Nations Conference on Environment and Development, Rio de Janeiro, 314 June 1992 (United Nations publications, Sales No. E.93.I.8 and corrigenda), vol. I: Resolutions adopted by the Conference, resolution 1, annex I. 3 Ibid., annex II. 4 See A/55/640. 5 See Official Records of the Economic and Social Council, 1999, Supplement No. 9 (E/1999/29), decision 7/3 6 See E/2001/61, annex.
GLOBAL CODE OF ETHICS FOR TOURISM adopted by resolution A/RES/406(XIII) at the thirteenth WTO General Assembly (Santiago, Chile, 27 September 1 October 1999). PREAMBLE We, Members of the World Tourism Organization (WTO), representatives of the world tourism industry, delegates of States, territories, enterprises, institutions and bodies that are gathered for the General Assembly at Santiago, Chile on this first day of October 1999, Reasserting the aims set out in Article 3 of the Statutes of the World Tourism Organization, and aware of the “decisive and central” role of this Organization, as recognized by the General Assembly of the United Nations, in promoting and developing tourism with a view to contributing to economic development, international understanding, peace, prosperity and universal respect for, and observance of, human rights and fundamental freedoms for all without distinction as to race, sex, language or religion, Firmly believing that, through the direct, spontaneous and non-mediatized contacts it engenders between men and women of different cultures and lifestyles, tourism represents a vital force for peace and a factor of friendship and understanding among the peoples of the world, In keeping with the rationale of reconciling environmental protection, economic development and the fight against poverty in a sustainable manner, as formulated by the United Nations in 1992 at the “Earth Summit” of Rio de Janeiro and expressed in Agenda 21, adopted on that occasion, Taking into account the swift and continued growth, both past and foreseeable, of the tourism activity, whether for leisure, business, culture, religious or health purposes, and its powerful effects, both positive and negative, on the environment, the economy and the society of both generating and receiving countries, on local communities and indigenous peoples, as well as on international relations and trade, Aiming to promote responsible, sustainable and universally accessible tourism in the framework of the
right of all persons to use their free time for leisure pursuits or travel with respect for the choices of society of all peoples, But convinced that the world tourism industry as a whole has much to gain by operating in an environment that favours the market economy, private enterprise and free trade and that serves to optimize its beneficial effects on the creation of wealth and employment, Also firmly convinced that, provided a number of principles and a certain number of rules are observed, responsible and sustainable tourism is by no means incompatible with the growing liberalization of the conditions governing trade in services and under whose aegis the enterprises of this sector operate and that it is possible to reconcile in this sector economy and ecology, environment and development, openness to international trade and protection of social and cultural identities, Considering that, with such an approach, all the stakeholders in tourism development – national, regional and local administrations, enterprises, business associations, workers in the sector, non-governmental organizations and bodies of all kinds belonging to the tourism industry, as well as host communities, the media and the tourists themselves, have different albeit interdependent responsibilities in the individual and societal development of tourism and that the formulation of their individual rights and duties will contribute to meeting this aim, Committed, in keeping with the aims pursued by the World Tourism Organization itself since adopting resolution 364(XII) at its General Assembly of 1997 (Istanbul), to promote a genuine partnership between the public and private stakeholders in tourism development, and wishing to see a partnership and cooperation of the same kind extend, in an open and balanced way, to the relations between generating and
receiving countries and their respective tourism industries,
• Manila Declaration on World Tourism of 10 October 1980;
Following up on the Manila Declarations of 1980 on World Tourism and of 1997 on the Social Impact of Tourism, as well as on the Tourism Bill of Rights and the Tourist Code adopted at Sofia in 1985 under the aegis of WTO,
• Resolution of the Sixth General Assembly of WTO (Sofia) adopting the Tourism Bill of Rights and Tourist Code of 26 September 1985;
But believing that these instruments should be complemented by a set of interdependent principles for their interpretation and application on which the stakeholders in tourism development should model their conduct at the dawn of the twenty-first century,
• Resolution of the Ninth General Assembly of WTO (Buenos Aires) concerning in particular travel facilitation and the safety and security of tourists of 4 October 1991;
Using, for the purposes of this instrument, the definitions and classifications applicable to travel, and especially the concepts of “visitor”, “tourist” and “tourism”, as adopted by the Ottawa International Conference, held from 24 to 28 June 1991 and approved, in 1993, by the United Nations Statistical Commission at its twentyseventh session,
• General Agreement on Trade in Services of 15 April 1994;
• Convention on the Rights of the Child of 20 November 1989;
• Rio Declaration on the Environment and Development of 13 June 1992;
• Convention on Biodiversity of 6 January 1995; • Resolution of the Eleventh General Assembly of WTO (Cairo) on the prevention of organized sex tourism of 22 October 1995;
Referring in particular to the following instruments:
• Stockholm Declaration of 28 August 1996 against the Commercial Sexual Exploitation of Children;
• Universal Declaration of Human Rights of 10 December 1948;
• Manila Declaration on the Social Impact of Tourism of 22 May 1997;
• International Covenant on Economic, Social and Cultural Rights of 16 December 1966;
• Conventions and recommendations adopted by the International Labour Organization in the area of collective conventions, prohibition of forced labour and child labour, defence of the rights of indigenous peoples, and equal treatment and non-discrimination in the work place;
• International Covenant on Civil and Political Rights of 16 December 1966; • Warsaw Convention on Air Transport of 12 October 1929; • Chicago Convention on International Civil Aviation of 7 December 1944, and the Tokyo, The Hague and Montreal Conventions in relation thereto; • Convention on Customs Facilities for Tourism of 4 July 1954 and related Protocol; • Convention concerning the Protection of the World Cultural and Natural Heritage of 23 November 1972;
affirm the right to tourism and the freedom of tourist movements, state our wish to promote an equitable, responsible and sustainable world tourism order, whose benefits will be shared by all sectors of society in the context of an open and liberalized international economy, and solemnly adopt to these ends the principles of the Global Code of Ethics for Tourism.
Article 1 Tourism’s contribution to mutual understanding and respect between peoples and societies 1. The understanding and promotion of the ethical values common to humanity, with an attitude of tolerance and respect for the diversity of religious, philosophical and moral beliefs, are both the foundation and the consequence of responsible tourism; stakeholders in tourism development and tourists themselves should observe the social and cultural traditions and practices of all peoples, including those of minorities and indigenous peoples and to recognize their worth; 2. Tourism activities should be conducted in harmony with the attributes and traditions of the host regions and countries and in respect for their laws, practices and customs; 3. The host communities, on the one hand, and local professionals, on the other, should acquaint themselves with and respect the tourists who visit them and find out about their lifestyles, tastes and expectations; the education and training imparted to professionals contribute to a hospitable welcome; 4. It is the task of the public authorities to provide protection for tourists and visitors and their belongings; they must pay particular attention to the safety of foreign tourists owing to the particular vulnerability they may have; they should facilitate the introduction of specific means of information, prevention, security, insurance and assistance consistent with their needs; any attacks, assaults, kidnappings or threats against tourists or workers in the tourism industry, as well as the wilful destruction of tourism facilities or of elements of cultural or natural
heritage should be severely condemned and punished in accordance with their respective national laws;
rights of the most vulnerable groups, notably children, the elderly, the handicapped, ethnic minorities and indigenous peoples;
5. When travelling, tourists and visitors should not commit any criminal act or any act considered criminal by the laws of the country visited and abstain from any conduct felt to be offensive or injurious by the local populations, or likely to damage the local environment; they should refrain from all trafficking in illicit drugs, arms, antiques, protected species and products and substances that are dangerous or prohibited by national regulations;
3. The exploitation of human beings in any form, particularly sexual, especially when applied to children, conflicts with the fundamental aims of tourism and is the negation of tourism; as such, in accordance with international law, it should be energetically combatted with the cooperation of all the States concerned and penalized without concession by the national legislation of both the countries visited and the countries of the perpetrators of these acts, even when they are carried out abroad;
6. Tourists and visitors have the responsibility to acquaint themselves, even before their departure, with the characteristics of the countries they are preparing to visit; they must be aware of the health and security risks inherent in any travel outside their usual environment and behave in such a way as to minimize those risks;
4. Travel for purposes of religion, health, education and cultural or linguistic exchanges are particularly beneficial forms of tourism, which deserve encouragement; 5. The introduction into curricula of education about the value of tourist exchanges, their economic, social and cultural benefits, and also their risks, should be encouraged;
Article 2 Tourism as a vehicle for individual and collective fulfilment 1. Tourism, the activity most frequently associated with rest and relaxation, sport and access to culture and nature, should be planned and practised as a privileged means of individual and collective fulfilment; when practised with a sufficiently open mind, it is an irreplaceable factor of self-education, mutual tolerance and for learning about the legitimate differences between peoples and cultures and their diversity; 2. Tourism activities should respect the equality of men and women; they should promote human rights and, more particularly, the individual
Article 3 Tourism, a factor of sustainable development 1. All the stakeholders in tourism development should safeguard the natural environment with a view to achieving sound, continuous and sustainable economic growth geared to satisfying equitably the needs and aspirations of present and future generations; 2. All forms of tourism development that are conducive to saving rare and precious resources, in particular water and energy, as well as avoiding so far as possible waste production, should be given priority and encouraged by national, regional and local public authorities;
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3. The staggering in time and space of tourist and visitor flows, particularly those resulting from paid leave and school holidays, and a more even distribution of holidays should be sought so as to reduce the pressure of tourism activity on the environment and enhance its beneficial impact on the tourism industry and the local economy; 4. Tourism infrastructure should be designed and tourism activities programmed in such a way as to protect the natural heritage composed of ecosystems and biodiversity and to preserve endangered species of wildlife; the stakeholders in tourism development, and especially professionals, should agree to the imposition of limitations or constraints on their activities when these are exercised in particularly sensitive areas: desert, polar or high mountain regions, coastal areas, tropical forests or wetlands, propitious to the creation of nature reserves or protected areas; 5. Nature tourism and ecotourism are recognized as being particularly conducive to enriching and enhancing the standing of tourism, provided they respect the natural heritage and local populations and are in keeping with the carrying capacity of the sites;
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3. Financial resources derived from visits to cultural sites and monuments should, at least in part, be used for the upkeep, safeguard, development and embellishment of this heritage; 4. Tourism activity should be planned in such a way as to allow traditional cultural products, crafts and folklore to survive and flourish, rather than causing them to degenerate and become standardized;
Article 4 Tourism, a user of the cultural heritage of mankind and a contributor to its enhancement 1. Tourism resources belong to the common heritage of mankind; the communities in whose territories they are situated have particular rights and obligations to them; 2. Tourism policies and activities should be conducted with respect for the artistic, archaeological and cultural heritage, which they
3. Special attention should be paid to the specific problems of coastal areas and island territories and to vulnerable rural or mountain regions, for which tourism often represents a rare opportunity for development in the face of the decline of traditional economic activities; 4. Tourism professionals, particularly investors, governed by the regulations laid down by the public authorities, should carry out studies of the impact of their development projects on the environment and natural surroundings; they should also deliver, with the greatest transparency and objectivity, information on their future programmes and their foreseeable repercussions and foster dialogue on their contents with the populations concerned;
Article 6 Article 5 Tourism, a beneficial activity for host countries and communities
ble
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should protect and pass on to future generations; particular care should be devoted to preserving and upgrading monuments, shrines and museums as well as archaeological and historic sites which must be widely open to tourist visits; encouragement should be given to public access to privately-owned cultural property and monuments, with respect for the rights of their owners, as well as to religious buildings, without prejudice to normal needs of worship;
1. Local populations should be associated with tourism activities and share equitably in the economic, social and cultural benefits they generate, and particularly in the creation of direct and indirect jobs resulting from them; 2. Tourism policies should be applied in such a way as to help to raise the standard of living of the populations of the regions visited and meet their needs; the planning and architectural approach to and operation of tourism resorts and accommodation should aim to integrate them, to the extent possible, in the local economic and social fabric; where skills are equal, priority should be given to local manpower;
Obligations of stakeholders in tourism development 1. Tourism professionals have an obligation to provide tourists with objective and honest information on their places of destination and on the conditions of travel, hospitality and stays; they should ensure that the contractual clauses proposed to their customers are readily understandable as to the nature, price and quality of the services they commit themselves to providing and the financial compensation payable by them in the event of a unilateral breach of contract on their part; 2. Tourism professionals, insofar as it depends on them, should show concern, in cooperation with the public authorities, for the security and safety, accident prevention, health protection and food safety of those who seek
their services; likewise, they should ensure the existence of suitable systems of insurance and assistance; they should accept the reporting obligations prescribed by national regulations and pay fair compensation in the event of failure to observe their contractual obligations; 3. Tourism professionals, so far as this depends on them, should contribute to the cultural and spiritual fulfilment of tourists and allow them, during their travels, to practise their religions; 4. The public authorities of the generating States and the host countries, in cooperation with the professionals concerned and their associations, should ensure that the necessary mechanisms are in place for the repatriation of tourists in the event of the bankruptcy of the enterprise that organized their travel; 5. Governments have the right – and the duty - especially in a crisis, to inform their nationals of the difficult circumstances, or even the dangers they may encounter during their travels abroad; it is their responsibility however to issue such information without prejudicing in an unjustified or exaggerated manner the tourism industry of the host countries and the interests of their own operators; the contents of travel advisories should therefore be discussed beforehand with the authorities of the host countries and the professionals concerned; recommendations formulated should be strictly proportionate to the gravity of the situations encountered and confined to the geographical areas where the insecurity has arisen; such advisories should be qualified or cancelled as soon as a return to normality permits; 6. The press, and particularly the specialized travel press and the other media, including modern means of electronic communica-
tion, should issue honest and balanced information on events and situations that could influence the flow of tourists; they should also provide accurate and reliable information to the consumers of tourism services; the new communication and electronic commerce technologies should also be developed and used for this purpose; as is the case for the media, they should not in any way promote sex tourism;
4. Family, youth, student and senior tourism and tourism for people with disabilities, should be encouraged and facilitated;
Article 8 Liberty of tourist movements
Article 7 Right to tourism 1. The prospect of direct and personal access to the discovery and enjoyment of the planet’s resources constitutes a right equally open to all the world’s inhabitants; the increasingly extensive participation in national and international tourism should be regarded as one of the best possible expressions of the sustained growth of free time, and obstacles should not be placed in its way; 2. The universal right to tourism must be regarded as the corollary of the right to rest and leisure, including reasonable limitation of working hours and periodic holidays with pay, guaranteed by Article 24 of the Universal Declaration of Human Rights and Article 7.d of the International Covenant on Economic, Social and Cultural Rights; 3. Social tourism, and in particular associative tourism, which facilitates widespread access to leisure, travel and holidays, should be developed with the support of the public authorities;
1. Tourists and visitors should benefit, in compliance with international law and national legislation, from the liberty to move within their countries and from one State to another, in accordance with Article 13 of the Universal Declaration of Human Rights; they should have access to places of transit and stay and to tourism and cultural sites without being subject to excessive formalities or discrimination; 2. Tourists and visitors should have access to all available forms of communication, internal or external; they should benefit from prompt and easy access to local administrative, legal and health services; they should be free to contact the consular representatives of their countries of origin in compliance with the diplomatic conventions in force; 3. Tourists and visitors should benefit from the same rights as the citizens of the country visited concerning the confidentiality of the personal data and information concerning them, especially when these are stored electronically; 4. Administrative procedures relating to border crossings whether they fall within the competence of States or result from international agreements, such as visas or health and customs formalities, should be adapted, so far as possible, so as to facilitate to the maximum freedom of travel
nobe
naave
and widespread access to international tourism; agreements between groups of countries to harmonize and simplify these procedures should be encouraged; specific taxes and levies penalizing the tourism industry and undermining its competitiveness should be gradually phased out or corrected; 5. So far as the economic situation of the countries from which they come permits, travellers should have access to allowances of convertible currencies needed for their travels;
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Article 9 Rights of the workers and entrepreneurs in the tourism industry 1. The fundamental rights of salaried and self-employed workers in the tourism industry and related activities, should be guaranteed under the supervision of the national and local administrations, both of their States of origin and of the host countries with particular care, given the specific constraints linked in particular to the seasonality of their activity, the global dimension of their industry and the flexibility often required of them by the nature of their work; 2. Salaried and self-employed workers in the tourism industry and related activities have the right and the duty to acquire appropriate initial and continuous training; they should be given adequate social protection; job insecurity should be limited so far as possible; and a specific status, with particular regard to their social welfare, should be offered
to seasonal workers in the sector; 3. Any natural or legal person, provided he, she or it has the necessary abilities and skills, should be entitled to develop a professional activity in the field of tourism under existing national laws; entrepreneurs and investors - especially in the area of small and medium-sized enterprises should be entitled to free access to the tourism sector with a minimum of legal or administrative restrictions; 4. Exchanges of experience offered to executives and workers, whether salaried or not, from different countries, contributes to foster the development of the world tourism industry; these movements should be facilitated so far as possible in compliance with the applicable national laws and international conventions; 5. As an irreplaceable factor of solidarity in the development and dynamic growth of international exchanges, multinational enterprises of the tourism industry should not exploit the dominant positions they sometimes occupy; they should avoid becoming the vehicles of cultural and social models artificially imposed on the host communities; in exchange for their freedom to invest and trade which should be fully recognized, they should involve themselves in local development, avoiding, by the excessive repatriation of their profits or their induced imports, a reduction of their contribution to the economies in which they are established; 6. Partnership and the establishment of balanced relations between enterprises of generating and receiving countries contribute to the sustainable devellopment of tourism and an equitable distribution of the benefits of its growth;
Article 10 Implementation of the principles of the Global Code of Ethics for Tourism 1. The public and private stakeholders in tourism development should cooperate in the implementation of these principles and monitor their effective application; 2. The stakeholders in tourism development should recognize the role of international institutions, among which the World Tourism Organization ranks first, and non-governmental organizations with competence in the field of tourism promotion and development, the protection of human rights, the environment or health, with due respect for the general principles of international law; 3. The same stakeholders should demonstrate their intention to refer any disputes concerning the application or interpretation of the Global Code of Ethics for Tourism for conciliation to an impartial third body known as the World Committee on Tourism Ethics.
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Handbook on Tourism Product Development
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+DQGERRN RQ 7RXULVP 3URGXFW 'HYHORSPHQW
Copyright © 2011, World Tourism Organization (UNWTO) and European Travel Commission (ETC) Cover photo: copyright © iStockphoto.com/Kyoshino
Handbook on Tourism Product Development ISBN: 978-92-844-1395-9 (UNWTO) ISBN: 978-92-990059-0-3 (ETC)
Published by the World Tourism Organization (UNWTO) and the European Travel Commission (ETC) Printed by the World Tourism Organization, Madrid, Spain First printing 2011 All rights reserved
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The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization or the European Travel Commission concerning the legal status of any country, territory, city or area, or of its authorities or concerning the delimitation of its frontiers or boundaries.
World Tourism Organization (UNWTO) Calle Capitán Haya, 42 28020 Madrid, Spain Tel.: (+34) 915 678 100 Fax: (+34) 915 713 733 Website: www.unwto.org Email: omt@unwto.org
European Travel Commission (ETC) 19A Avenue Marnix (PO Box 25) 1000 Brussels, Belgium Tel.: (+32) 2 - 548 90 00 Fax: (+32) 2 - 514 18 43 Website: www.etc-corporate.org Email: info@visiteurope.com
All UNWTO and ETC joint publications are protected by copyright. Therefore and unless otherwise specified, no part of a UNWTO and ETC publication may be reproduced, stored in a retrieval system or utilised in any form or by any means, electronic or mechanical, including photocopying, microfilm, scanning, without prior permission in writing. UNWTO and ETC encourage dissemination of their work and is pleased to consider permissions, licensing, and translation requests related to UNWTO and ETC publications.
Permission to photocopy this material in Spain must be obtained through: CEDRO, Centro Español de Derechos Reprográficos Calle Monte Esquinza, 14 28010 Madrid, Spain Tel.: (+34) 91 308 63 30, Fax: (+34) 91 308 63 27 cedro@cedro.org; www.cedro.org For authorisation of the reproduction of UNWTO works outside of Spain, please contact one of CEDRO’s partner organisations, with which bilateral agreements are in place (see: http://www.cedro.org/ingles_funcion_internacional.asp) For all remaining countries as well as for other permissions, requests should be addressed directly to the World Tourism Organization. For applications see: http://www.unwto.org/pub/rights.htm
Table of Contents
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1
Acknowledgements ..........................................................................................................
vii
Executive Summary ..........................................................................................................
ix
Introduction .......................................................................................................................
xi
Definitions, Influences and Determinants....................................................................... 1.1 Defining Tourism Product Development ....................................................................... 1.2 The Tourism Destination and its Characteristics ........................................................... 1.2.1 Fragmentation of Supply ................................................................................. 1.2.2 Interdependence and Complementarity of Tourist Services.............................. 1.2.3 Rigidity of Supply ............................................................................................ 1.2.4 Long Lead Times ........................................................................................... 1.2.5 Product Planning Based on Realistic Forecasts of Demand............................. 1.2.6 Intangible – “Expectations – Experiences – Memories” .................................... 1.2.7 Price Elasticity of Demand ............................................................................... 1.2.8 Seasonality ..................................................................................................... 1.2.9 Consumer as Part of the Tourism Product ...................................................... 1.2.10 Importance of Intermediaries ........................................................................... 1.3 Variables Influencing Tourism Product Development .................................................... 1.3.1 Economic Factors ........................................................................................... 1.3.2 Technological Factors ..................................................................................... 1.3.3 Political Factors ............................................................................................... 1.3.4 Demographic Factors...................................................................................... 1.3.5 Globalisation vs. Localisation........................................................................... 1.3.6 Socio-environmental Awareness ..................................................................... 1.3.7 Living and Working Environments.................................................................... 1.3.8 Search for Authentic Experiences.................................................................... 1.3.9 Marketing ........................................................................................................ 1.3.10 Safety of Travel................................................................................................ 1.4 Destination Strategy for Tourism Product Development ............................................... 1.4.1 Resources and Attributes ................................................................................ 1.4.2 Market Opportunity ......................................................................................... 1.4.3 Factors of Production and Investment Potential ............................................. 1.4.4 Policies and Systems ...................................................................................... 1.4.5 The Variables in Tourism Product Development Strategy ................................. 1.5 The Role of Destination Authorities in Tourism Product Development...........................
1 1 4 6 6 6 6 7 7 8 8 8 8 9 9 10 10 10 10 11 11 12 12 12 13 13 13 14 14 15 15
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iv
Handbook on Tourism Product Development
2
Fundamentals and Principles of Tourism Product Development Planning ................. 2.1 Fundamental Issues in Tourism Development and Product Planning ............................ 2.1.1 Tourism Organisational and Institutions Structures........................................... 2.1.2 National and Regional Coordination ................................................................ 2.1.3 Comprehensive, Integrated and Inclusive Planning .......................................... 2.2 Principles and Procedures for Tourism Product Development ...................................... 2.2.1 Market Research ............................................................................................. 2.2.2 Stakeholder Consultation and Collaboration .................................................... 2.2.3 Market: Product Matching ............................................................................... 2.2.4 Tourism and Product Development Areas (TDAs/PDAs) .................................. 2.2.5 Flagship and Hub Development ...................................................................... 2.2.6 Clusters, Circuits and Events........................................................................... 2.2.7 Product Portfolio, Investment Plan and Funding .............................................. 2.2.8 Human Resource Development....................................................................... 2.2.9 Product Development and Marketing ..............................................................
17 18 18 24 29 37 37 39 43 45 48 52 57 64 64
3
Steps in the Process ......................................................................................................... 3.1 The Present Situation .................................................................................................. 3.1.1 PEST Analysis ................................................................................................. 3.1.2 SWOT Analysis ............................................................................................... 3.1.3 Tourism Area Life Cycle (TALC) Analysis .......................................................... 3.1.4 Ansoff Matrix ................................................................................................... 3.1.5 Boston Consulting Group Matrix ..................................................................... 3.2 Identification of Tourism Product Development ........................................................... 3.3 Tourism Product Development Priorities ...................................................................... 3.4 Putting the Plan into Action .........................................................................................
67 67 68 70 73 74 75 76 77 81
4
Guidelines on the Model Approach to Tourism Product Development ........................ 4.1 The Model Destination................................................................................................. 4.2 Tourism Product Development Template ..................................................................... 4.2.1 Institutional/Organisational Structures ............................................................. 4.2.2 Planning Systems, Structures, Procedures and Controls ................................. 4.2.3 Situation Analysis ............................................................................................ 4.2.4 Market: Product Matching ............................................................................... 4.2.5 Tourism Product Development Planning Consultation...................................... 4.2.6 The Tourism Product Development Plan .......................................................... 4.2.7 Moving From the Macro to the Micro Level......................................................
83 83 85 87 91 94 95 96 97 104
5
Destination Variations ....................................................................................................... 5.1 Mature Destinations .................................................................................................... 5.2 Newly Emerging Destinations ...................................................................................... 5.3 Centrally Planned Economies ...................................................................................... 5.4 Destinations with Fragile Environments/Endangered Species ...................................... 5.5 Countries with Perception Problems in International Markets ....................................... 5.6 Destinations with a Dominant Product .........................................................................
107 107 109 112 115 119 120
Table of Contents
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5.7 5.8 5.9
v
Destinations without a Major Tourism Development Opportunity.................................. Destinations Specialising in Sports/Adventure/Activity Tourism .................................... Historic Cities ..............................................................................................................
123 125 129
Annex 1 NTA/NTO Survey Findings and Conclusions .........................................................
131
References and Bibliography ...........................................................................................
139
Acknowledgements
This handbook was prepared by Mr Peter Mac Nulty and Mr Robert Cleverdon (Tourism Development International – TDI) on commission to the European Travel Commission (ETC) and the World Tourism Organization (UNWTO). The handbook, which forms part of ETC’s ongoing Market Intelligence Programme, was carried out under the supervision of Mr Brian Maher (Fáilte Ireland), Ms Judit Sulyok and Ms Emöke Halassy (Hungarian National Tourist Office) and Ms Lisa Davies (ETC) on behalf of ETC’s Market Intelligence Group (MIG) in collaboration with UNWTO’s Tourism Trends and Marketing Strategies Programme. The members of the ETC Market Intelligence Committee (MIC) who contributed to this handbook were:
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Mr Leslie Vella (Chairman MIG and Malta Tourism Authority), Ms Lisa Davies (ETC Executive Unit), Ms Sandra Carvão, Ms Valeria Croce and Mr John Kester (UNWTO), Ms Carla Aguirre (VisitSweden), Mr Christian Brandt (VisitDenmark), Mr Hans Dominicus (European Cities Marketing), Mr David Edwards (VisitBritain), Ms Emöke Halassy (Hungarian National Tourist Office), Mr Brian Maher (Fáilte Ireland), Mr Vincent Nijs (Toerisme Vlaanderen), Mr Arturo Ortiz (Turespaña), Mr Joachim Scholz (German National Tourist Board), Ms Judit Sulyok (Hungarian National Tourist Office), Ms Helena Varona (Turismo de Portugal) and Mr Tom Ylkänen (Finnish Tourist Board). We would like to acknowledge the contribution of all institutions and experts involved who provided case study information for the handbook. We would also like to express our appreciation to TDI directors, consultants and research staff for their valuable input.
Executive Summary
Key Principles in Tourism Product Development (TPD) 1.
TPD is an integral part of overall tourism development strategic planning and should not be done in isolation.
2.
TPD should follow the key principles of sustainable tourism development by: – being authentic and indigenous reflecting the unique attributes of the destination; – having the support of the host community; – respecting the natural and socio-cultural environments by not damaging these in any way; – being differentiated from competitors, avoiding ‘me too/copy cat’ developments;
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– being of a sufficient scale to make a significant economic contribution, but not so large as to create high economic leakage. 3.
The generation of TPD should be firmly based on market trends and tastes, necessitating sound analysis of the findings of tailored market research, using a ‘market: product matching’ process to target specific products at clearly identified segments.
4.
Government’s role in TPD is the identification and dissemination of information about opportunities, planning using designated tourism development areas, and facilitating and supporting their realisation by the private sector or communities. Government’s role is also likely to include the provision of direct investment/financial support in the form of grant aid or incentives, particularly in undeveloped regions.
5.
Local level administrations play a vital role in bringing TPDs to fruition and require a strong, current knowledge of the changing demands of tourists.
6.
Destination tourism authorities should have a dedicated TPD function which liaises closely with the tourism marketing agency/department.
7.
Consultation, coordination and collaboration are bywords in TPD. Consultation with all stakeholders – public, private and community; coordination between central, regional and local government, with private sector interests, and with community representatives; and collaboration with neighbouring tourism administrations to achieve mutual benefit.
8.
Implementation of TPD plans requires long term vision, mid-term strategy and planning, and short term action plans, with lead and support responsibility for each task identified. Plans should be monitored and adjusted as necessary on an annual basis.
9.
Dividing a destination into separate Tourism Product Development zones can be an effective way both of: – expressing the strengths of each region through TPD, thereby creating a set of identities within the country; and – spreading the socio-economic benefits of tourism around the whole country.
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Handbook on Tourism Product Development
Lessons to be learned in TPD 1.
Tourists do not recognise administrative boundaries, so working closely with ones neighbours creates experiences for tourists that will be mutually beneficial.
2.
TPD should be seen as providing ‘sets of experiences’ for tourists and be developed on the basis of creating logical and accessible combinations, based either on themes or geographic areas.
3.
Tourists are becoming increasingly demanding about the range and quality of tourism products provided when choosing their destination.
4.
No destination can grow its tourism sector without a stream of new TPD, and ensuring the highest quality standards of delivery are maintained.
5.
Tourism product development can be an effective way of creating opportunities for SME development and local community participation, thereby contributing to poverty alleviation.
6.
Achieving a ‘mix’ of tourism products that meets the triple bottom line requirements (e.g. economic contribution, environmental preservation and the maintenance of social cohesion) as well as maximising visitor spending and satisfaction is the optimal approach to Tourism Product Development.
7.
The goal should be to achieve a blend of:
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– major developments – flagships – to act as attractors to a destination and form the ‘hub’ for tourist movement and activity, combined with – clusters and circuits of attractions and activities – the spokes – that can be based around a particular theme or a geographic area.
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CULTURAL HERITAGE AND TOURISM DEVELOPMENT A Report on the International Conference on Cultural Tourism Siem Reap, Cambodia 11-13 December 2000
WORLD TOURISM ORGANIZATION Madrid, Spain 2001
Copyright 達 2001 World Tourism Organization
Cultural Heritage and Tourism Development ISBN: 92-844-0484-3
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Published by the World Tourism Organization
All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system without permission from the World Tourism Organization. The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization concerning the legal status of any country, territory, city or area or of its authorities or concerning the delimitation of its frontiers or boundaries.
Printed by the World Tourism Organization Madrid, Spain
ACKNOWLEDGEMENTS The World Tourism Organization expresses its thanks and deep appreciation to the Royal Government of Cambodia, particularly the Ministry of Tourism, for successfully hosting and organizing the International Conference on Cultural Tourism. WTO is equally grateful to all participants including speakers, moderators and interpreters whose valuable inputs and deliberations contributed greatly to the success of the conference.
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The report was edited and produced by the Regional Representation for Asia and the Pacific of the World Tourism Organization.
TABLE OF CONTENTS Background
II.
Organization
1
III. Participation
1
IV. Objectives
2
V.
2
Structure of the Conference
VI. Summary of the Proceedings 6.1 Definition and Characteristics of Cultural Tourism 6.2 Trends in Cultural Tourism 6.3 Strategies in Managing the Negative Impacts of Tourism on Culture 6.4 Marketing Cultural Tourism 6.4.1 The Product 6.4.2 Promoting the Product 6.5 Education and Training 6.6 Summary of the Presentations
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PAGE 1
I.
4 4 4 5 7 7 7 8 8
VII. Conclusions and Recommendations
28
VIII. Introduction to the Conference and Background Papers · Opening Statement from H.E. The Minister of Tourism of the Royal Government of Cambodia · Opening Statement by the Representative of UNESCO in Cambodia · Opening Statement by WTO Secretary-General · Inauguration Declaration by H.E. The Prime Minister of the Royal Government of Cambodia · Introduction by the WTO Representative for Asia and the Pacific · Trends and Profiles of Cultural Tourism in the Global Tourism Scenario · Development and Promotion of Cultural Tourism in the Asia-Pacific Region · Tourism as a Cultural Policy for Development · Angkor Wat – The Pillar of the Cambodian Tourism Industry · Development of a Work Programme for the Protection and Preservation of the Cultural Heritage · Presentation by the APSARA Authority
31
IX. First Technical Session – Impacts of Tourism on the Preservation of Cultural Heritage · Cultural Heritage Tourism and Sustainable Development · Impact of Tourism for the Preservation of Cultural Heritage – Historic Cities · Impacts of Tourism on Cultural Heritage in Sri Lanka – A Case Study
33 35 37 40 42 44 49 59 67 73 77 83 85 90 96
X.
Second Technical Session – Policies and Guidelines for Successful Cultural Development at National and Local Level
103
· ·
105 110
· ·
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·
Iran, the Major Destination for Cultural Tourism Policies and Guidelines for Cultural Tourism Development in the Republic of Korea Policies and Guidelines for Successful Cultural Tourism in Yunnan Promotion of Traditional Cultures for Sustainable Tourism in East New Britain Province Highlights of Shandong – Confucius’ Native Town. A Cultural Destination in China in the 21st Century
117 121 128
XI. Third Technical Session – The Silk Road and Cultural Tourism · The Silk Road and Cultural Tourism · An Introduction to the WTO Silk Road Project
135 137 141
XII. Fourth Technical Session – Tour Operating Perspectives of Cultural Tourism · Viewpoints on Cultural Tourism · Cultural Tourism in the Japan Market: Present and Future · India – Untapped Potential · Practical Operation of Cultural Tourism
145 147 155 160 164
XIII. Fifth Technical Session – Human Resource Development in the Cultural Tourism Scenario · Statement of the United Nations Economic and Social Commission for Asia and the Pacific · Human Resource Development for Cultural Tourism Development · The Austrian Educational System and Cultural Tourism: How to Make Young People Fit for the Job in Cultural Tourism
169 171 173 179
XIV. Sixth Technical Session – Marketing and Promotion of Cultural Tourism · Strategic Marketing Campaign – Amazing Thailand and GMS Cultural Tourism · Visitor Management and E-Commerce at Historic Sites
189 191 197
XV. Open Forum – Questions and Answers
199
XVI. List of Participants
205
A technical tour of Angkor Wat was conducted on the third day, December 13, to demonstrate some of the principles and issues discussed during the Conference. VI. SUMMARY OF THE PROCEEDINGS 6.1 Definition and Characteristics of Cultural Tourism Culture is the lifeblood of tourism. People travel, not just to relax and recreate but to satisfy their need for diversity and their curiosity on how other people live in environments different from their own. Other people’s lifestyles are expressed through their religion; festivals; costumes; cuisine; arts and crafts; architecture; music and dance; folklore; and literature. These cultural manifestations differentiate one group of people from another. They make life colorful and interesting.
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People also travel for the specific purpose of visiting the great monuments and sites of the world such as the Angkor Wat in Cambodia; the Taj Mahal in India; the Great Wall of China or the Borobudur and the Prambanan in Indonesia. Thus, culture is manifested in both the living and dynamic aspects of a people’s everyday life as well as in built heritage, i.e., monuments and sites. There are tourists who also travel for the specific purpose of attending religious and nonreligious festivals, art and museum exhibits, musical events (opera, concerts, etc.) and theatrical presentations. Some tour operators in Europe refer to these trips are “art holidays” or “educational holidays”. All the aforementioned activities describe what one may call “cultural tourism”. Culture and tourism have a symbiotic relationship. Arts and crafts, dances, rituals, and legends which are at risk of being forgotten by the younger generation may be revitalized when tourists show a keen interest in them. Monuments and cultural relics may be preserved by using funds generated by tourism. In fact, those monuments and relics which have been abandoned suffer decay from lack of visitation. On the other hand, culture can be commercialized and simply become a commodity to serve tourists. In the process, it gets despoiled and degraded. Culture and tourism must be mutually supportive of each other to make the relationship sustainable. The nurturance of this relationship needs the full cooperation of the public and private sector working side by side with local communities. 6.2 Trends in Cultural Tourism Studies reveal that tourists, especially from European countries to the developing countries, tend to look for destinations where they can actually experience and learn about the way of life of the local people. They prefer simple hotels with local atmosphere; to travel independently; to have as much contact with the locals as possible and to learn about their living conditions. This particular market segment which might be referred to as the cultural tourist, has been growing in number, by as much as 15% per annum in the last
4
decade. This implies that the traditional tour products meant for mass tourism, such as passive sight-seeing and pure beach holidays, will now have to be modified to allow for more opportunities for interaction between guests and hosts. Ideally, during that interaction, both sides must learn from each other to make the tourism experience a truly memorable one. Conversely, a study conducted by the European Commission discovered that 20% of tourist visits to Europe were made for cultural purposes. Furthermore, culture was a main component of travel for 60 % of the visitors. Tourism has grown at an accelerated pace over the last few decades. Forecasts indicate an even faster rate of growth in the next Millenium. WTO’s Tourism 2020 Vision study forecasts that tourist arrivals worldwide would grow to 1.5 billion – a tripling in growth in arrivals within the space of a generation. WTO also forecasts that Asia and the Pacific will become the second most important tourism destination of the world by 2020 and China will become the most popular tourism destination of the world.
Delivered by http://www.wtoelibrary.org UNWTO Themis Foundation (303-04-085) Tuesday, March 25, 2014 6:19:40 AM
This accelerated and massive growth in worldwide tourism has fundamental implications. It means that tourism resources, especially cultural sites, monuments and museums are becoming heavily congested. Congestion is also being experienced in air traffic, airports, destinations and city centers, leading to inadequate transport infrastructure, public facilities and utilities. Furthermore, the mounting demands of water and energy resources compete with those of the local population. Above all, the imposition of a tourism industry above local needs places local cultures and traditions under threat. Aware of the dangers of mass and unplanned tourism, as well as the opportunities for a more humane type of cultural encounter between local hosts and guests, tourism authorities, local communities, and the tourism private sector have to work closely together and apply the principle of sustainability in the planning and management of tourism. A balance must be achieved between tourism development on one hand and cultural preservation on the other. Achieving this balance is a challenge. 6.3 Strategies in Managing the Negative Impacts of Tourism on Culture Carrying capacity was a concept that was intensely discussed during the conference. There was consensus on the fact that carrying capacity is a complex issue and that there is no formula that can set carrying capacity for a specific site or destination. There is physical carrying capacity, i.e., the number of people which a site can comfortably accommodate without the place deteriorating, the visitor experience declining, or the local community suffering. There is also social carrying capacity, meaning that society may not be ready or is not in a position to receive a large number of tourists either because it does not have adequate facilities and infrastructure or the people are not socially and educationally equipped to handle visitors. The discussion on this issue concluded that it is the host community or those who are tasked to manage the tourism site who have to make practical judgments on how many visitors their particular site can take. This implies that the community and the tourism managers have to have technical training in sustainable tourism practices.
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