HERITAGE AND CULTURAL TOURISM STRATEGY
CITIES AT INDABA SEMINAR
13th May2012
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CONTENTS
• Definitions
• Typologies of Heritage and Cultural Tourism
Products
• Vision and Mission
• Problem Statement
• Broad Goals and Aims
• Methodology
• Stakeholder Participation
• Strategic Themes and Objective
• Recommendations
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DEFINITIONS
Cultural Tourism:
• Refers to cultural aspects which are of interest to the visitor and
can be marked as such, including the customs and traditions of
people, their heritage, history and way of life (White Paper on the
Development and Promotion of Tourism in South Africa,1996).
Culture:
• It is a set of distinctive spiritual, material, intellectual and
emotional features of society or a social group. It encompasses,
in addition to art and literature, lifestyles, ways of living together,
value systems, traditions and beliefs (UNESCO, 2001)
Heritage:
• According to the White Paper on Arts and Culture, heritage is the
sum total of wildlife and scenic parks, sites of scientific and
historical importance, national monuments, historic buildings,
works of art, literature and music, oral traditions and museum
collections and their documentation which provides the basis for
a shared culture and creativity in the arts (White Paper on Arts
and Culture,1996).
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TYPOLOGIES OF HERITAGE & CULTURAL TOURISM
PRODUCTS
NO
TANGIBLE
INTANGIBLE
1.
Historical Buildings and Places
Oral History and Traditions
2.
Declared Heritage Resources
Indigenous Knowledge Systems
(Sites & Objects)
3.
Cultural Objects and Collections
Rituals and Cultural Performances
4.
Artifacts and Crafts
Performances and Creative Arts
5.
Fine Art
Skills and Techniques
6.
Cultural Landscapes (including
Belief Systems
natural environment)
7.
Archeological evidence
Cultural Festivals
8.
Geological evidence
Popular Memory
9.
Paleontological remains
10.
Sacred and spiritual sites
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VISION
• Realising the global competitiveness of South African
heritage and cultural resources through tourism
development .
MISSION
• Unlock the economic potential of heritage and cultural
resources through sustainable tourism development;
• Raising awareness of the ability of heritage and
cultural tourism to contribute towards social cohesion.
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PROBLEM STATEMENT
•
•
•
•
•
•
Poor alignment and integration of heritage and cultural resources into the
mainstream tourism;
Lack of recognition and under -presented of heritage and cultural tourism
products within the tourism markets;
Lack of recognition of the economic potential and impact of heritage
tourism and cultural tourism products;
Fragmentation and disparity between conservation needs of heritage and
the development requirements of tourism;
Imbalances in mutual beneficiation and management of revenue for
heritage and tourism domains;
Often heritage resources tend to be misrepresented through interpretation
during tours and this compromise the integrity and authenticity of heritage
tourism products.
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BROAD GOALS AND AIMS
• To provide strategic guidance to support the integration and
coordination of heritage and cultural resources into the
mainstream of tourism for product development and sustainable
tourism;
•
To utilize heritage and cultural tourism products, through strategic
partnerships and the participation of local communities, to
stimulate sustainable livelihood at community grass-roots levels;
• To provide an opportunity to raise awareness, education and
profile the conservation needs of heritage and cultural resources
for sustainable tourism in line with values of respect for culture
and heritage as stated in the NTSS .
• To provide an opportunity for diversification of tourism products
and formalization of the segment or niche of heritage and cultural
tourism, towards the growth of tourism as consistent with the
objectives of the NTSS .
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METHODOLOGY
Phase 1
• Data
Collection
• Archival &
Desk Top
Research
• Literature
Review
• Concept/Discu
ssion
Document
• Stakeholder
Consultations
Phase 2
• Data
Analysis
• Research
Findings
Phase 3
• Data
Presentation
• Circulation
of Draft
Strategy for
Stakeholder
Inputs;
• Refinement
of Strategy
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Phase 4
• Approval
of
Strategy
Phase 5
• Disseminati
on of
Strategy
STAKEHOLDER PARTICIPATION
 1st Workshop in September 2010:• Key Stakeholders from NDT, DAC, DEA, SAHRA,
NHC, SANParks, Film Commission, AWHF, GeoScience Society
• Purpose: To Design Strategic Framework
 2nd Workshop in November 2010:• Extensive Stakeholder workshop at Maropeng (100
delegates)
• Purpose: Present the Strategic Framework; decide on
SWOT analysis, agree on strategic themes, received
insight on key issues
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STAKEHOLDER PARTICIPATION cont
 3rd Workshop in June 2011:• Key Stakeholders as in 1st workshop
• Purpose: To present draft strategy and receive inputs
 Demand Analysis:
•Took place under supervision of Expert Panel as
appointed by Minister van Schalkwyk. The key findings
were finalised in December 2011
Consultations with Experts and Scholars:
•Presented strategy at SADC World Heritage Site
Workshop
•Inputs received from renowned scholars e.g. Prof Greg
Richards (The Netherlands)
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STAKEHOLDER PARTICIPATION cont
 Consultations with
 PEDC
 Development Working Group X 2
 MIPTECH
 Electronic Distribution: Electronic posting of strategy for final stakeholder
inputs;
 Inputs received from Museums, World Heritage Sites,
SANParks, NAC, NHC,AWHF, SAHRA etc
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STRATEGIC THEMES
#1. RESEARCH,
INFORMATION &
KNOWLEDGE
MANAGEMENT
#2. SUSTAINABLE
DEVELOPMENT &
MANAGEMENT
#4. COOPERATION, PARTNERSHIP,
INSTITUTIONAL ARRANGEMENT &
POLICY
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#3.MARKETING,
PROMOTION &
RAISING
AWARENESS
#5. RESOURCE
MOBILISATION
STRATEGY FLOW
• STRATEGIC THEMES
• STRATEGIC OBJECTIVES
• ACTIONS
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# 1 Strategic Theme:
Research, Information &
Knowledge Management
Strategic Objective
Actions
1. Audit of existing and potential
1.Conduct a comprehensive audit
heritage and cultural tourism
of heritage and cultural tourism
products, and documentation of
products.
information for planning and
2. Documentation and compilation
implementation purposes
of information.
1. Set appropriate measurable
indicators and produce periodic
reports on monitoring and
evaluation.
2. Monitoring and evaluation of
impact and demand of heritage
and cultural tourism products, to
inform planning and
implementation of initiatives.
3.Visitor profile and experience, to 1. Constant research and provide
inform planning regarding the
data supply on visitor profile and
needs and expectations of visitors experience.
1. Constant research and data
4.Trends and best practices, for
supply on current trends and best
benchmarking and planning
practices.
purposes
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#2 Strategic Theme:
Sustainable Development
and Management
Strategic Objectives
1. Identification of heritage and
cultural tourism products for
development and sustainable
management
2. Development of an action plan for
implementation of identified heritage
and cultural tourism products.
Actions
1. identify potential heritage and
cultural tourism products for current
and future development and
sustainable management
1. Appropriate action plans should be
developed in the short, medium and
long term for the implementation of
identified heritage and cultural
tourism products.
1. develop and implement a
sustainable and integrated
management approach to heritage
management approach to heritage
and cultural tourism products
and cultural tourism products, to
ensure that conservation needs of
heritage resources and development
requirements of tourism are taken
into account
4. Skills development and training for 1. Develop skills and training for
effective management
effective implementation of the
strategy.
3. Sustainable and integrated
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#3 Strategic Theme: Marketing, Strategic Objective
Action
Promotion and Raising
Awareness
1. Raise awareness and
1. Develop and implement
promotion of heritage and
effective initiatives for raising
cultural tourism products to
awareness, publicity and
support tourism products
education
2. Provide guidance on
1.Develop and implement
marketing and promotion of
initiatives for effective
heritage and cultural tourism
marketing and promotion of
products
heritage and cultural tourism
products.
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# 4 Strategic Theme: Cooperation, Strategic Objectives
Partnership, Institutional
Arrangements and Policy
Actions
1. Environmental scan of heritage
1. Conduct an environmental scan
and cultural tourism landscape to
of heritage and cultural tourism
inform planning and implementation. landscape;
2. Develop and implement
appropriate plans and initiatives
2. Institutional arrangements and
policy to support implementation of
strategy across the three spheres of
government
1. Establish cooperative governance
through formal institutional
arrangements, as well as alignment
and compliance with relevant
policies.
3. Establish partnerships and
cooperation with stakeholders in
order to achieve a shared
responsibility and cooperation
amongst stakeholders
1. Establish partnerships with
stakeholders for cooperation in
implementing the strategy
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# 5 Strategic Theme:
Strategic Objectives
Actions
1.Identify and seek funding
1. Seek funding sources and
opportunities in order to support
establish resource mobilization
heritage and cultural tourism
initiatives to support heritage and
products
cultural tourism products.
Resource Mobilisation
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STRATEGY RECOMMENDATIONS
The strategy recommendations include the following:Further development and active promotion of the eight World Heritage
Sites as anchor tourist attractions;
Identify projects for their global significance and demonstrated feasibility for
further development and active promotion;
In collaboration with Provinces, identify potential projects for further
development;
Allocation of resources in support of the strategy is critical;
A detailed action plan with roles and responsibilities has been developed in
support of the implementation of the strategy
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Thank You
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