HERITAGE AND CULTURAL TOURISM STRATEGY CITIES AT INDABA SEMINAR 13th May2012 Secret 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 Secret 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). Secret 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 Secret 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. Secret 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. Secret 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 . Secret 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 Secret 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 Secret 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) Secret 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 Secret STRATEGIC THEMES #1. RESEARCH, INFORMATION & KNOWLEDGE MANAGEMENT #2. SUSTAINABLE DEVELOPMENT & MANAGEMENT #4. COOPERATION, PARTNERSHIP, INSTITUTIONAL ARRANGEMENT & POLICY Secret #3.MARKETING, PROMOTION & RAISING AWARENESS #5. RESOURCE MOBILISATION STRATEGY FLOW • STRATEGIC THEMES • STRATEGIC OBJECTIVES • ACTIONS Secret # 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 Secret #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 Secret #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. Secret # 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 Secret # 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 Secret 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 Secret Thank You Secret