Francois Viljoen
What is cultural tourism?
• Psychological:
– what people think
– attitudes, beliefs, ideas
and values
• Physical:
– what people do
– ways of life, artworks,
artefacts and cultural
products
What is cultural tourism?
• The physical aspects of culture
(i.e., visiting cultural sites and
monuments) has dominated the
development of cultural tourism
• Cultural tourism covers not just
he consumption of the cultural
products of the past, but also of
contemporary culture or the
‘way of life’ of a people or region
Cultural & heritage tourism: the
African context
• Culture and heritage is a major “pull
factor” that influence travel decisions
• Also plays an important role in
establishing and enforcing unique
identities
• Cultural tourism in Africa is still in its
infancy
• Latent comparative advantage possess unique cultural and nature
based attractions
• The world is looking at Africa to
reconnect with their roots
• All human beings descend from one
single man who lived in Africa about
60,000 years ago
Cultural & heritage tourism: the
African context
• Number of tourists visiting
local communities and other
destinations in Africa will
continue to increase in the
foreseeable future
• Tourism can assist in removing
existing stereotypes and
misrepresentations of
indigenous African cultures
• Cultural tourism in Africa
should focus on the ‘living
culture’ of the African people
Potential positive impacts
• Building community pride
• Enhancing the sense of identity
• Promoting cross-cultural
understanding
• Encouraging revival or
maintenance of traditional craft
• Economic benefits
Potential negative impacts
• Commodification or
cheapening of culture and
traditions
• Alienation and loss of cultural
identity
• Undermining of local
traditions and way of life
• Divisions between those who
benefit from tourism and
those who don’t
• Loss of authenticity
Success factors
• Local participation in the design,
implementation and
management of the tourism
projects
• Agreement on objectives
• Financial planning
• Effective marketing strategies
based on sound market research
• Planning for product
differentiation, life cycles and
value adding
• Quality and authenticity of
products and experiences
Pitfalls
• Product-based rather than
market-based
• Developing cultural attractions for
tourism does not necessarily
mean that tourists will come
knocking at the door
• Lack of authenticity
• Ownership
• Turning places, landscapes and
people into commodities
Success stories
• Amangwe Crafts –KZN
• Mtititi Magic Crafters –
Limpopo
• The Riel Dance –
Northern Cape
• Kuomboka Ceremony –
Western Province,
Zambia
• Nkapalayo Camp Zambia
Amangwe Zulu Crafts
• Jointly managed by local women
• Aim:
– to provide opportunities for rural people
– to use traditional craft skills to increase their
family income
– to maintain and promote the intricate and
sophisticated beading tradition of the Amangwe
Tribe
• Beadwork and basketry is bought from about 30
women in the Injesuti/Loskop area
• Since 2006 a growing UK and USA market has
seen a vast increase in the number of orders –
profits are now being distributed to
communities
Amangwe Zulu Crafts
• Success Factors:
– Local participation in the
management of the organisation
– Sustained mentorship from
experienced women
– Direct support to local
communities (three times per
year profits are ploughed back)
– Vision – to promote the social
impacts of the products
– Strong ethos of cooperation and
sharing and supporting each
other outside of business
– Mentorship from older women
(teaching youth)
Amagwe Zulu Crafts
• Barbara Borgman (mentor) reflects:
“What has kept me going with this project is
what attracted me to it in the first place: its
cultural merit, the sheer beauty of design
and challenge of developing new products
based on traditional skills and patterns, and
the merits of business as mission, providing
an income for women heads of households in
a time of HIV/AIDS pandemic.”
Mtititi Magic Crafters
• Located in an area where
the Tsonga culture is still
very much a part of daily
life
• The villagers’ pride in
their heritage is reflected
in the textiles and
products they produce
• Video: Crafters
Mtititi Magic Crafters
• Success factors:
– Local initiative
– Mentorship and
guidance
– Perseverance
– Authentic
The Riel Dance
• Has its roots in Khoi and San
ceremonial dances
• Annual competition
promoting local heritage
• Dancers from all over the
Karoo gather to celebrate
their heritage
• Promotes heritage among
youth
• Video:
The story of the Riel Dance
The Riel Dance
• Success factors:
– Authenticity
– Origins lie in the rural
communities
– Receives support
from government and
other institutions
Kuomboka Ceremony
• Annual cultural event on the
Zambezi River
• Marks the movement of the Lozi
king and his court from his dryseason palace, across the plain,
to his high-water abode
• Ancient traditional event that
has been practiced for over 300
years
• More recently it receives
massive publicity and support in
Zambia
• Video: Kuomboka Ceremony
Kuomboka Ceremony
• Success factors:
– Rooted in local tradition
– Massive local support and interest
– Sponsorship not management
Nakapalayo Camp
• Authentic cultural village
• Offers the opportunity to visit and stay in a traditional Bisa
village
• Accommodation is offered in simple traditionally built huts
with wooden beds
• Located in the community – true African experience
• Project donates 25% of its income to community development
and conservation projects
Nakapalayo Camp
• Success factors:
– Based in the local
community
– Authentic
– Local management
– Started small and
grew organically
– Passion and drive of
local villagers