The Impact of Culture On Tourism

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The Impact of Culture on Tourism
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Cultural tourism is one of the largest and fastest-growing global tourism markets.
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Culture and creative industries are increasingly being used to promote destinations
The Impact of Culture
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and enhance their competitiveness and attractiveness. Many locations are now
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actively developing their tangible and intangible cultural assets as a means
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AND DEVELOPMENT
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e _it EFOREWORD
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Foreword
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The OECD Tourism Committee has carried out an extensive research
into the role of culture and tourism in enhancing destination attractiveness
and competitiveness. The work has also focused on country practices in this
area.
This book provides an analysis of the relationship between tourism,
culture and the attractiveness and competitiveness of destinations. It reviews
national or regional experiences and practices of destinations where cultural
resources are driving overall attractiveness. It also examines the
development of tourism production and distribution processes in relation to
cultural resources, identifying the key factors and policy interventions which
can maximise the attractiveness of destinations as places to visit, live and
invest in.
The analysis of this book is largely based on case studies provided by
the following OECD countries: Australia, Austria, France, Greece, Italy,
Japan, Korea, Mexico, Poland, Portugal, Romania, Slovakia and Turkey.
The case studies illustrate different aspects of the relationship between
tourism, culture and regional attractiveness and the policy interventions
which can be taken to enhance this relationship. A selection of case studies
is included (Australia, Austria, Korea, Mexico and Poland).
This publication concludes that culture and tourism have a mutually
beneficial relationship which can strengthen the attractiveness and
competitiveness of destinations, regions and countries. Culture is
increasingly an important element of the tourism product, which creates
distinctiveness in a crowded global marketplace. At the same time, tourism
provides an important means of enhancing culture and creating income
which can support and strengthen cultural heritage, cultural production and
creativity. Creating a strong relationship between tourism and culture can
therefore help destinations to become more attractive as well as more
competitive as locations to live, visit, work and invest in.
We would like to acknowledge the contribution of Greg Richards who
drafted the core of the publication. The publication was managed and edited
THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

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by Alain Dupeyras, Head of the Tourism Programme, and Hyunhwan Kim,
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Principal Administrator and Adèle Renaud of the tourism unit.
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This book is intended for academics, policy makers and practitioners
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and those in the tourism sector who want to understand the relationship
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between culture, tourism and destination attractiveness.
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Sergio Arzeni
Director, OECD Centre for Entrepreneurship, SMEs
and Local Development

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Table of Contents
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Foreword..............................................................................................................t3 u
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Executive Summary ............................................................................................9
Part I. Increasing the Attractiveness of Destinations through Cultural

Resources ...........................................................................................................15
Chapter 1. Introduction....................................................................................17
Chapter 2. Roles and Impact of Culture and Tourism on Attractiveness ...19

The developing relationship between culture and tourism ..............................19
Issues of definition ..........................................................................................25
Culture and tourism as drivers of regional attractiveness and
competitiveness ...............................................................................................27
Culture as a factor in the competitiveness of the creative destination.............31
Tourism and creativity ....................................................................................34
Conclusion ......................................................................................................35
Chapter 3. Policies and Programmes for Culture and Tourism ...................37
The policy context ...........................................................................................37
Policy aims ......................................................................................................44
Implementation ...............................................................................................46
Results and evaluation.....................................................................................58
Chapter 4. Conclusions, Policy Implications and Long-Term Challenges ..65
Conclusions .....................................................................................................65
Policy implications ..........................................................................................67
Long-term challenges ......................................................................................69
Bibliography ......................................................................................................72

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Part II. Case Studies from Five OECD Members ..........................................77
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Chapter 5. Introduction....................................................................................79
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Chapter 6. The Port Arthur Historic Site, Australia .....................................81
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Chapter 7. The Vorarlberg Province, Austria................................................97
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Chapter 8. Temple Stay Programme, Republic of Korea ...........................
Chapter 9. State of Michoacán, Mexico ........................................................129
Chapter 10. The Industrial Monuments Route of the Silesian Voivodeship,

Poland ..............................................................................................................141
Annex A. Summary of Culture and Tourism Case Studies.........................153
Tables
Table 2.1. OECD estimates of culture industries contribution to national

GDP/GVA ........................................................................................21
Table 2.2. Total volume of international cultural tourism ................................21
Table 2.3. Motivation of U.S. traveller segments .............................................22
Table 3.1. Issues, aims and activities of OECD case study projects .................38
Table 3.2. Visitors to Silesia, Poland ................................................................59
Table 6.1. Australia: Visitor number increases in Port Arthur Historic Site .....84
Table 7.1. Objectives and indicators for Culture Tourism Vorarlberg
2010+ .............................................................................................108
Table 8.1. Motivations for selecting the Temple Stay Programme .................119
Table 8.2. Barriers to participate in the Temple Stay Programme ..................119
Table 8.3. Benefits from the Temple Stay Programme participation ..............120
Table 8.4. Development potential as a travel destination for cultural
experience ......................................................................................120
Table 8.5. Potential as a travel destination for the place for mental
recreation........................................................................................121
Table 8.6. Development potential as a Korean traditional cultural
experience ......................................................................................121
Table 8.7. Potential to be developed as a family-oriented travel product
with educational purpose................................................................122

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Figures
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Figure 2.1. Proportion of tourists on a cultural holiday ......................................23
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Figure 2.2. Spending by holiday type per trip ....................................................23
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Figure 2.3. The characteristics of heritage tourism,cultural tourism and
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creative tourism ................................................................................27
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Figure 2.4. A model of culture, tourism, attractiveness and competitiveness .....30
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Boxes
Box 2.1. Displaying Kenyan culture: cultural manyattas ...............................24

Box 2.2. Australia: A broad definition of “culture”........................................26
Box 2.3. Rio de Janeiro: Developing attractiveness through events ...............28
Box 2.4. Glasgow: Culture as a catalyst for economic growth and image
change ..............................................................................................32
Box 2.5. Žilina Self-Governing Region, Slovak Republic: Challenges of
cultural management ........................................................................33
Box 3.1. Vorarlberg Region, Austria: Boosting cultural attractiveness ..........44
Box 3.2. Japan: Creating cultural understanding ............................................45
Box 3.3. Michoacán, Mexico: Diversifying into intangible culture ...............46
Box 3.4. Turkey: Public-private partnership in Hittite tourism ......................48
Box 3.5. France: Linking the culture of the metropolis and surrounding
regions ..............................................................................................48
Box 3.6. Australia: A long-term funding programme for Port Arthur
Historic Site......................................................................................49
Box 3.7. Poland: Cultural route development in Silesia .................................51
Box 3.8. Italy: Developing cultural routes through partnership .....................52
Box 3.9. Greece: Spreading tourists through cultural routes ..........................53
Box 3.10. Luxembourg and Greater Region: Linking regions through a
cultural event ....................................................................................54
Box 3.11. Peru: Young travellers and culture ...................................................55
Box 3.12. U.S.: Prototype of dynamic packaging of cultural and heritage
tourism .............................................................................................56
Box 3.13. Holland: Problems in regional packaging ........................................57
Box 3.14. Romania: Marketing partnerships in the Oltenia region ..................57
Box 3.15. New Zealand: Developing creative tourism .....................................58
Box 3.16. Portugal: Developing “Genuineland”...............................................58
Box 3.17. Colorado: Evaluating heritage tourism ............................................60
Box 3.18. Korea: Generating material benefits from spiritual tourism.............61
Box 3.19. Barcelona: A place to live, work, invest and visit ............................62

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Executive Summary
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The aim of this book is to analyse the relationship between tourism,
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culture and the attractiveness and competitiveness of destinations. In doing r
so, this book reviews national/regional experiences and practices tof
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destinations where cultural resources are driving overall attractiveness. It
also examines the development of tourism production and distribution
processes in relation to cultural resources. From the analysis, the book
identifies some key factors and policy interventions which can maximise the
attractiveness of destinations as places to visit, live and invest in.
Based on a range of case studies collected by the OECD Tourism
Committee as well as external material, the analysis identifies best practice
and the most effective policies for enhancing the attractiveness of
destinations capitalising on their cultural resources. Case studies have been
provided by Australia, Austria, France, Greece, Italy, Japan, Korea, Mexico,
Poland, Portugal, Romania, Slovakia and Turkey. The case studies illustrate
different aspects of the relationship between tourism, culture and location
attractiveness and the policy interventions which can be taken to enhance
this relationship. Some of the case studies mentioned are available at
www.oecd.org/cfe/tourism.
The book also considers the wider benefits of developing the
relationship between tourism and culture, such as enhanced image, social
cohesion, support for the cultural sector, increased innovation and creativity.
Roles and impacts of culture and tourism on

attractiveness and competitiveness of destinations
This book indicates the importance of culture and tourism as drivers of

attractiveness and competitiveness. Many regions are now actively
developing their tangible and intangible cultural assets as a means of
developing comparative advantage in an increasingly competitive tourism
marketplace, and to create local distinctiveness in the face of globalisation.
Culture and tourism have a mutually beneficial relationship which can
strengthen the attractiveness and competitiveness of places, regions and
countries. Culture is an increasingly important element of the tourism
product as it creates distinctiveness in a crowded global marketplace. At the

10 – EXECUTIVE SUMMARY e _it E d it
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same time, tourism provides an important means of enhancing culture and
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creating income which can support and strengthen cultural heritage, cultural
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production and creativity.
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Culture and tourism are linked because of their obvious synergies and
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their growth potential. Cultural tourism is one of the largest and fastest
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growing global tourism markets and the cultural and creative industries are
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increasingly being used to promote destinations. The increasing use of
culture and creativity to market destinations is also adding to the pressure of
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differentiating regional identities and images, and a growing range of
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cultural elements are being employed to brand and market regions. L e
Partnership is essential. The complexity of both the tourism and cultural
sectors implies that platforms must be created to support collaboration, and
mechanisms must be found to ensure that these two sectors can
communicate effectively. Local communities are beginning to come
together to develop cultural products for tourism rather than competing
directly with one another. New policies are likely to feature new structures
and projects involving public-private partnership and bringing together a
wider range of stakeholders to use culture not only to make destinations
attractive for visitors, but also to promote regions as destinations to live,
work and invest in.
Culture in all its forms is likely to figure strongly in the tourism product
and promotion of most regions, even those which have traditionally relied
on their natural assets, such as sun and beach or mountains, for their
attractiveness. Destinations are also trying to increase their comparative
advantage by adding to their stock of cultural attractions. They are also
trying to develop their intangible culture and creativity.
Policies and programmes for culture

and tourism
This book analyses policies and programmes that national and local
governments have developed with respect to culture and tourism, how and
why these policies have been implemented and their results. It draws on a
number of case studies on culture and tourism by OECD members and non-
member economies, some of which are presented in this publication. The
role of these policies has increased in recent years given evidence provided
on their impacts on local economic development and job creation, notably in
areas undergoing economic restructuring.
According to these case studies, the main drivers for developing culture
and tourism policies are enhancing and preserving heritage, economic
development and employment, physical and economic regeneration,
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strengthening and/or diversifying tourism products, retaining the population,
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developing cultural understanding and externalities for the local economy.
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The overarching objective of the programmes examined is to improve
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the economic, cultural and social positions of the targeted destinations. The
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main areas of intervention relate to infrastructure improvement, heritage
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preservation, economic development, regional identity and image branding,
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tourism diversification, quality improvements and tourism facilities.
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The case studies also underline the importance of co-operation between r
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the tourism and cultural sectors, as well as between different Le levels
government and the private sector. Public-private partnerships are central in
this co-operation process, notably to develop market-oriented culture and
tourism “products” and to market these products to consumers.
The core funding for cultural tourism programmes comes from the
public sector, even though complementary funding is provided by the
private sector. Public funding has limitations and make project leaders
dependent on a public sector funding cycle which creates uncertainty about
funding levels. To alleviate these problems, it is suggested that the public
sector develop alternative funding sources and introduce multi-annual
funding programmes.
Culture creates authenticity and distinctiveness in the global tourism
market. In this regard, “tourism experiences” that can connect people and
visitors to local cultures are very important. In many cases, the theming of
destinations is also linked to specific cultural events (e.g. connected to
famous places, people or historical events) which can also play a catalyst
role in this development.
The involvement of the local communities is an important factor for
visitor satisfaction and a prerequisite for product development. Local
communities are not just the hosts for tourism, but they are also participating
directly in the tourism experience, helping to define the sense of place and
atmosphere of regions. In a number of the case studies covered by this book,
the support of the local community has proven to be essential in developing
cultural experiences for tourists.
One of the most important ways in which public authorities can assist in
the development of culture and tourism products is through marketing
activities. Because of the complexity of the culture and tourism product,
very often there is a need to create marketing consortia and to give regional
products exposure in national and international markets. Regions are
creating specific marketing alliances to showcase cultural tourism
opportunities, and in some cases, different regions are beginning to work
together. Internet has become an almost universal marketing tool in recent

12 – EXECUTIVE SUMMARY e _it E d it
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years which offers the possibility for tourists to package cultural sites and
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events with accommodation and travel.
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Monitoring the effects of cultural and tourism policies and programmes
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future policy making. In most cases, however, measurement and evaluation
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The most successful destinations are those which recognise the wider r
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implications of the relationship between tourism and culture, particularly
terms of attracting new residents and inward investment. At present, these
issues are rarely considered in programmes of cultural and tourism
development, because these two sectors are individually associated with
narrow sectoral development. However, there is growing evidence that
culture and tourism may act as a powerful combination to attract people and
investment.
Evidence from case studies indicates that the main factors linking
tourism and culture to competitiveness and attractiveness include the ability
of culture to provide distinctiveness for tourism, the ability of tourism to
support tangible and intangible culture, the role of regional stakeholders, the
leadership qualities of public sector stakeholders and administrative
arrangements for tourism and culture.
The most successful cultural and tourism regions seem to be those that
manage to lead inclusive groups of stakeholders from both public and
private sectors in developing and marketing a wide range of cultural and
creative resources for tourism. These resources also tend to be developed in
such a way that they add to, rather than diminish, regional distinctiveness
and underline the authentic culture and creative expressions of the region.
Successful policies are also those which take a wide approach to culture and
tourism, seeing them as factors which can boost the attractiveness of regions
not just as destinations to visit, but also as those to live, work and invest in.
Conclusions and policy implications
The most important policy implication seems to be that leadership is

required to provide the long-term vision, positioning, partnership
arrangements and innovative products necessary to succeed in a highly
competitive global market. A long-term view is also particularly important
because changing the image of a destination or increasing its attractiveness
is not something that happens overnight. In most cases, a period of 20-25
years is required to realise the full benefits of sustained interventions in the
field of culture and tourism, as the examples of Glasgow and Barcelona
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EXECUTIVE
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indicate. A whole series of steps need to be taken to develop a successful
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synergy between culture and tourism, and these need an adequate strategy to
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be established.
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The most important aspect in linking tourism and culture is to develop
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an effective partnership between stakeholders in the two sectors. In many
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cases the problem is that there are different approaches: the profit motive vs.
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non-profit, markets vs. public, etc. The role of any platform trying to bring
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these two sectors together must be to identify their common interests and to r
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act as a mediator between them. It is clear that there is a common interestt in
L e c
the attraction of people to the regions in which they are based, but very often
differences approach get in the way. In the tourism sector it is normal to
speak about visitors, conceived of as customers or clients, whereas the
cultural sector is more concerned with residents, usually seen as audiences
or citizens. These differences can be overcome when it is made clear that
tourists are also part of the cultural audience.
As well as partnership between tourism and culture, it is also important
to build other forms of partnership, for example with other regions, between
the public and private sectors and between a region and its citizens. Links
between regions can extend the cultural opportunities available to tourists
and help to support new and innovative product offers. Working with the
private sector is essential for attracting investment and continuing to
improve the quality of both the cultural and tourism offer. Convincing
residents of the benefits of tourism development is increasingly crucial as
they come to form the core of the cultural and creative tourism experience.
Migrant groups among the resident population are also important partners,
not only because cultural diversity adds to the attractiveness of regions, but
also because their links with their home culture can also provide important
motivations for visitation.
In the long term, regions will have to be increasingly innovative in the
way in which they develop, manage and market culture and tourism. This is
particularly true if they want to extract the full range of benefits from this
relationship for people who visit, live, work and invest in the region. Among
the issues that regions will likely have to address are the following: a)
challenges of funding culture; b) the need to create sustainable relationships
and avoid tourism damaging cultural resources; c) the integration of cultural,
tourism and national/local development strategies; and d) multicultural
societies and intercultural dialogue.

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PART I. INCREASING THE ATTRACTIVENESS OF PLACES THROUGH CULTURAL RESOURCES – 15
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Part I. Increasing the Attractiveness of Destinations through
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CHAPTER 1. INTRODUCTION – 17
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Chapter 1. Introduction
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Aims and objectives Lect
Culture and tourism have a mutually beneficial relationship which can
strengthen the attractiveness and competitiveness of regions and countries.
Culture is increasingly an important element of the tourism product, which
also creates distinctiveness in a crowded global marketplace. At the same
time, tourism provides an important means of enhancing culture and
creating income which can support and strengthen cultural heritage, cultural
production and creativity. Creating a strong relationship between tourism
and culture can therefore help destinations to become more attractive and
competitive as locations to live, visit, work and invest in.
The aim of this book is to analyse the relationship between tourism,
culture and the attractiveness and competitiveness of destinations. In doing
so, it:
• Reviews national or regional experiences and practices of destinations
where cultural resources are driving overall attractiveness.
• Examines the development of tourism production and distribution

processes in relation to cultural resources.
• Identifies factors of success or failure of initiatives for enhancing

attractiveness of the location for visitors, residents or investors.
• Examines the role of public policies in this area, with particular focus on
tourism.
This publication identifies some of the key factors and policy

interventions which can maximise the attractiveness of destinations as
places to visit, live and for inward investment.
Based on a range of case studies collected by the OECD as well as on
external material, the analysis identifies best practices and the most effective
policies for enhancing the attractiveness of destinations, capitalising on their

18 – CHAPTER 1. INTRODUCTION e _it E d it
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cultural resources. The case studies aim to illustrate different aspects of the
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relationship between tourism, culture and regional attractiveness and the
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policy interventions which can be taken to enhance this relationship.
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The available data on the relationship between culture, tourism and
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regional development are somewhat limited. Although culture is a major
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motivator for tourism, relatively few countries or regions collect specific
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data on the volume or patterns of tourism consumption related to culture.
The only specific international survey of cultural tourists is the ATLAS
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Cultural Tourism Survey (www.tram-research.com/atlas), which has been
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running since 1992 (Richards, 2007). This has limited coverage of countries
and regions, but provides surveys of tourists at the destination, allowing the
motivations and behaviour of tourists in respect to culture to be compared at
local and regional level. These surveys cannot, however, identify the
proportion of all tourists who participate in cultural activities or who are
attracted by culture. For this, a general household survey, such as the
European Tourism Monitor, has to be used. Both of these information
sources were utilised for the UNWTO/ETC study of City Tourism and
Culture in 2004, and some of the results are updated here.
This book also considers the wider benefits of developing the
relationship between tourism and culture, such as enhanced image, social
cohesion, support for the cultural sector, increased innovation and creativity.

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CHAPTER 2. ROLES AND IMPACT OF CULTURE AND TOURISM ON ATTRACTIVENESS – 19
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Chapter 2. Roles and Impact of Culture and Tourism on
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Attractiveness
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Tourism has assumed a vital role in the development of destinations
around the world. In most cases, culture is a major asset for tourism
development as well as one of the major beneficiaries of this development.
Culture is a major factor in the attractiveness of most destinations, not only
in terms of tourism, but also in attracting residents and inward investment.
In this section of the book, the growing relationship between tourism and
culture, and the way in which they have together become major drivers of
regional attractiveness and competitiveness, will be examined.
The developing relationship between culture and tourism
During most of the 20th century, tourism and culture were viewed as
largely separate aspects of destinations. Cultural resources were seen as part
of the cultural heritage of destinations, largely related to the education of the
local population and the underpinning of local or national cultural identities.
Tourism, on the other hand, was largely viewed as a leisure-related activity
separate from everyday life and the culture of the local population. This
gradually changed towards the end of the century, as the role of cultural
assets in attracting tourists and distinguishing detestations from one another
become more obvious. In particular, from the 1980s onwards “cultural
tourism” became viewed as a major source of economic development for
many destinations.
The growing articulation between culture and tourism was stimulated by
a number of factors:
• Demand
− Increased interest in culture, particularly as a source of identity

and differentiation in the face of globalisation.
− Growing levels of cultural capital, stimulated by rising
education levels.

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− Aging populations in developed regions.
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− Postmodern consumption styles,
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emphasising personal
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development rather than materialism.
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− A desire for direct forms of experience (“life seeing” rather than
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sightseeing).
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− Growing importance of intangible culture and the role of image
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− Increased mobility creating easier access to other cultures.
• Supply
− Development of cultural tourism to stimulate jobs and income.

− Cultural tourism was seen as a growth market and “quality”
tourism.
− An increasing supply of culture as a result of regional
development.
− The growing accessibility of information on culture and tourism
through new technologies.
− The emergence of new nations and regions eager to establish a
distinct identity (e.g. the impact of newly-independent states in
Central and Eastern Europe).
− A desire to project the external image of regions and nations.
− Cultural funding problems related to increasing cultural supply.
As a result, culture has been increasingly employed as an aspect of the
tourism product and destination imaging strategies, and tourism has been
integrated into cultural development strategies as a means of supporting
cultural heritage and cultural production. This synergy between tourism and
culture is seen as one of the most important reasons for encouraging a more
direct relationship between these two elements. This relationship is even
more significant, given the growing importance of both tourism and culture
for economies around the globe. The OECD estimates that international
tourism accounts for approximately 30% of global service exports in 2006
(OECD 2008). Similarly, culture and creativity are increasingly being
recognised as important economic drivers. An OECD study on the economic
importance of culture indicated that in several major economies, the value of
the cultural industries was between 3% and 6% of the total economy
(Table 2.1).

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Table 2.1. OECD estimates of culture industries contribution to national GDP/GVA
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VALUE % OF TOTAL
COUNTRY DATE CURRENCY
(MILLIONS) ECONOMY
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Australia 1998-99 AUD 17 053 3.1%
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Canada 2002 CAD 37 465 3.5%
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France 2003 EUR 39 899 2.8%
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United Kingdom 2003 GBR 42 180 5.8%
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United States 2002 USD 341 139 3.3%
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Source: OECD (2007) International Measurement of the Economic and Social Importance of Culture
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The combination of tourism and culture is therefore an extremely potent
economic engine. According to Europa Nostra (2005) “more than 50% of
tourist activity in Europe is driven by cultural heritage and cultural tourism
is expected to grow the most in the tourism sector.” Similar positive
assessments can be found elsewhere, usually based on UN World Tourism
Organization estimates that cultural tourism accounts for 40% (Table 2.2) of
international tourism (Richards, 2007).
Table 2.2. Total volume of international cultural tourism

TOTAL INTERNATIONAL PERCENTAGE TOTAL NUMBER OF
YEAR
ARRIVALS CULTURAL TRIPS CULTURAL TRIPS
1995 538 million 37% 199 million
2007 898 million 40% 359 million
Source: Estimates from UNWTO figures
In the U.S., surveys of “historic/cultural travellers” indicate that 30% of

domestic tourists are influenced in their choice of destination by a specific
art, cultural or heritage event or activity. The volume of historic/cultural
travel grew 13% between 1996 and 2002, from 192.4 million person-trips to
216.8 million person-trips, slightly faster than domestic travel as a whole.
The important role of art and heritage is also confirmed by market research
from Canada, which indicates that almost 100 million trips taken by U.S.
residents in 2003 were culture-related, almost 50% of the total (Table 2.3).
The Canadian research indicates a high degree of crossover between
visual arts and heritage consumption. Over 50% of U.S. arts visitors to
Canada also visited museums, and 50% also visited festivals. There is also a
high degree of crossover between visual arts and wine/culinary tourists.
Visual arts enthusiasts are also likely to be interested in the performing arts
as well.

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Table 2.3. Motivation of U.S. traveller segments
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SEGMENT NUMBER OF PEOPLE (MILLIONS)
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Visual Arts 27.6
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Performing Arts 15.6
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Heritage 34.5
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Wine/Culinary 21.6
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Soft Outdoor Adventure 35.5
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Alpine Skiing 21.4
All Adults 18+ 200.4
Source: Tourism Canada
The ATLAS research also indicates that the proportion of cultural

visitors with a specific cultural tourism motivation has grown in recent years
(Figure 2.1).
These figures show the importance of culture in influencing tourism
flows. Culture is also seen as an important aspect of the tourism product by
NTAs, National Tourism Organisations (NTOs) or regional marketing
organisations because it is seen as a very large market which attracts high
spending visitors (Figure 2.2), which is growing rapidly and is seen as a
“good” form of tourism to promote (Richards, 2001).
Cultural tourism is particularly attractive because of the raft of benefits
it can deliver to local communities. According to the National Trust for
Historic Preservation in the U.S., these benefits include:
• Creating jobs and businesses.
• Increasing tax revenues.
• Diversifying the local economy.
• Creating opportunities for partnerships.
• Attracting visitors interested in history and preservation.
• Increasing historic attraction revenues.
• Preserving local traditions and culture.
• Generating local investment in historic resources.
• Building community pride in heritage.
• Increasing awareness of the site or area's significance.

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Figure 2.1. Proportion of tourists on a cultural holiday
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1997 2001 2004 2006 2007
Source: ATLAS Surveys 1997-2007

The widespread cultural, economic and social benefits mean that policies
promoting linking culture and tourism or the narrower development of
“cultural tourism” have become evident worldwide at continental, national
and regional levels. In Europe, for example, the European Commission
promotes cultural tourism as a means of underpinning the “unity in diversity”
of the EU population. Travelling to experience the culture of others allows
tourists and hosts to appreciate cultural difference as well as underlying
cultural ties. In Australia and Canada, culture and tourism have been linked
to the development of economic opportunities for indigenous peoples. In
Africa (Box 2.1), Latin America and Asia, cultural tourism is often seen as a
means of supporting heritage conservation as well as raising local incomes
(Richards, 2007).
Figure 2.2. Spending by holiday type per trip
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Spend per trip (euro)
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500
400
300
200
100
0
ay
ay
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Source: ATLAS surveys 2006

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Box 2.1. Displaying Kenyan culture: cultural manyattas
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In Kenya, “cultural manyattas” were developed around the Amboseli National Park to
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Each manyatta has a central market where people sell their craft products. The cultural
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manyatta is a co-operative, and on arrival, each tourist pays an entrance fee. On entering, the
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tourists are welcomed with song and dance by Maasai women. A resident guide will then
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show them around the manyatta, there are demonstrations of Maasai life and towards the end
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of the visit, the warriors stage a dance which the visitors are permitted to join.
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Association for Cultural Centres in the Amboseli Ecosystem (ACCA) was established "to
generate ideas and implement decisions that are favourable to the local community with a
view to improving their incomes accrued from tourism activities while enhancing the dignity
of Maasai people and protecting the ecological integrity of the Amboseli ecosystem".
Another Kenyan model is the "Bomas of Kenya" on the outskirts of Nairobi. This cultural
centre was established in 1972 as a major cultural and educational centre for both domestic
and international tourists. The centre offers cultural dances and art performances and there
are 11 model cultural villages which portray ethnic architecture, displays and material
culture from different Kenyan ethnic communities. Most domestic tourists (89%) and
international tourists (98%) stated that they had a satisfactory cultural experience there.
Source : Akama and Sterry (2002)
In many urban areas, cultural institutions have been used to spearhead

the regeneration of run-down areas, rejuvenating local economies and
increasing property values. In rural areas, tourism is used to support
traditional livelihoods and crafts and sustain communities threatened with
out-migration. For example, visitors to summer festivals in Gaelic-speaking
areas of the Highlands of Scotland not only bring much needed money to
remote areas, but also help sustain the local language and traditions
(McLean, 2006). Cultural tourism can be particularly important for rural
areas, since there are often few alternative sources of income.
The closer links between tourism and culture are also reflected in
governance structures at national and regional levels. A growing number of
countries (about 25 in the world, of which 4 in the OECD area) are
combining administrative structures for culture and tourism, for example, in
a single ministry.
In the case of the U.K., the link between tourism and culture was
originally made on the basis of the importance of “national heritage” for
tourism and vice versa. Now, countries are beginning to link creativity and
tourism directly. For example, Singapore has in recent years been
developing itself as a “Global City for the Arts” and tourism has been highly

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influential in supporting this ambition. SO much so that the Singapore
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Tourist Board has been given responsibility for marketing the arts and
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promotion of cultural tourism in the creative economy (Ooi, 2007).
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contexts and driving factors for cultural and tourism policies, there is
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growing convergence of culture and tourism as a factor in national and
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Issues of definition
The diversity of approaches to the relationship between tourism and

culture underlines the problems of definition which exist in this field.
Because culture touches every aspect of human life, it can be argued that
everything is cultural. According to this view, all tourism might be
considered as “cultural tourism”, because “all movements of
persons…satisfy the human need for diversity, tending to raise the cultural
level of the individual and giving rise to new knowledge, experience and
encounters” (UNWTO 1985). This broad approach is not very useful
because it does not allow us to identify those forms of culture which are
particularly important for tourism, and vice versa.
Richards (1996) suggested that early approaches to the relationship
between tourism and culture tended to be based on the “sites and
monuments” approach, where the cultural attractions of a country or region
were basically seen as the physical cultural sites which were important for
tourism. This approach informed the compilation of the Cultural Tourism
Inventory for Europe in the 1980s, for example. Gradually, however, a
broader view of culture in tourism emerged (Box 2.2), which included the
performing arts (Hughes, 2000), crafts (Richards, 1999), cultural events,
architecture and design, and more recently, creative activities (Richards and
Wilson, 2006) and intangible heritage (UNESCO) (Figure 2.3).
This has also stimulated a move away from product-based to process-
based or “way of life” definitions of culture. Tourists increasingly visit
destinations to experience the lifestyles, everyday culture and customs of the
people they visit.

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Box 2.2. Australia: A broad definition of “culture”
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In the Australian case study, the definition of “culture” includes but is not limited to:
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History and heritage
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• Gastronomy and agricultural products
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Agriculture and wine (including regions)
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• Cultural events (e.g. festivals) Lect
• Creative industries
• Architecture
• Handicraft (including craft markets, etc.)
In many destinations, the “creative industries” or the “cultural

industries” have also been identified as having an important relationship
with tourism. As tourism increasingly shifts away from its previous
preoccupation with landscapes and natural resources (sun, sea and sand, for
example), tourists become more involved in symbolic and sensory
consumption of the images and ideas associated with particular destinations.
People want to go to destinations which are associated with particular
famous people, ideas or events, and they want to experience the sights,
sounds and it seems especially the tastes of the destinations they visit.
According to the Travel Industry Association of America and the National
Restaurant Association (2008), food is central to deciding vacation
destinations for at least 25% of leisure travelers and 58% stated that they are
somewhat/very interested in taking a trip to engage in culinary or wine-
related activities.
This expanding notion of the cultural consumption of tourists (as well as
an increasing tendency not to distinguish between tourists and other visitors)
makes the definition of cultural tourism or culturally-motivated tourism
increasingly difficult.

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Figure 2.3. The characteristics of heritage tourism,cultural tourism and creative
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Primary Time Primary Cultural Primary Formof
Formof Tourism
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Focus Focus Consumption
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Past High Culture
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Folk Culture
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Cultural Tourism Past and Present High and Popular Products and
Culture Processes
Creative Tourism Past, Present High, Popular and Experiences

and Future Mass Culture and Transformations
Source: Richards 2001
Culture and tourism as drivers of regional attractiveness and

competitiveness
Regional attractiveness and competitiveness are directly linked.

Countries and regions increasingly have to compete to attract residents,
visitors and inward investment. Kotler, Haider and Rein (1993:14) have
suggested that: “Every place - community, city, state, region, or nation -
should ask itself why anyone wants to live, relocate, visit, invest, or start or
expand a business there. What does this place have that people need or
should want? What competitive advantages does this place offer that others
do not?”
What different destinations have to offer depends not just on economic
factors, e.g. standards of living or locational factors such as accessibility, but
also on intangible factors such as the “atmosphere” of a place or its general
quality of life. In analysing attractiveness, many studies have borrowed from
the work of Porter (1990) on competitiveness. Porter’s “diamond” features
the main “drivers” of competitiveness: factor conditions, demand conditions,
related and supporting industries, and firm strategy, structure, and rivalry.
For tourism, the factor conditions have traditionally been most important for
destination attractiveness, both in terms of “inherited factors” (natural
resources such as beaches, climate, etc.) and “created factors” (such as
cultural attractions, events, etc.). But increasingly, destinations have to

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mobilise all their factor conditions more effectively through industry
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restructuring, product innovation and marketing in order to compete.
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Box 2.3. Rio de Janeiro: Developing attractiveness through events
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The Rio authorities used the high-profile summit between the heads of state and
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governments of Latin America and the Caribbean and the European Union to show off its
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new “Favela-Bairro” project, which brought basic city services into the favelas. As wellras
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raising the city’s public profile, it lifted the spirits of the cariocas (local people from
living in the favelas. The city also used the event as an opportunity to undertake
renovation of its tourist sites and waterfront. Instead of using a convention centre on the
outskirts of town, Rio decided to put the summit in its long-ignored Museum of Modern Art
in the heart of the city. The city renovated the museum, including painting a big colourful
mural on the outside wall and re-starting its long-disused fountain. Also, the well-known
Copacabana and Ipanema beaches were returned to pristine condition. Rio’s facelift
attracted tourists and business interest, which brought money into the city. The renewed
attitude to the city’s poor, as well as the regeneration of their city, was not only well
broadcast using the EU summit as a springboard, but also engaged the local people with the
authorities and raised pride and employment.
Source : OECD (2008)
As Porter (2002:32) later notes: “Almost everything matters for

competitiveness. The schools matter, the roads matter, the financial markets
matter, customer sophistication matters, among many other aspects of a
nation’s circumstances, many of which are deeply rooted in a nation’s
institutions, people, and culture.”
Culture per se is rarely included in measurements of regional
competitiveness (PWC 2005), partly because it is difficult to measure and
partly because it is not seen as central to location decisions.
Wikhal (2002:1) argues: “The capacity to attract people by offering a
good quality of life is of crucial importance for regional competitiveness.
In studying regional attractiveness, it is important not only to consider
what makes people move to a certain region but also what makes people
want to stay.”
This study found culture to be one factor considered along with others
(housing, employment, etc.) in destination decisions, and that culture tended
to be valued most by the highly-educated and particularly those with an
artistic education. This seems to support Florida’s idea of the importance of
culture for the creative class in particular (see below).

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The concept of competitiveness has also been applied directly to tourism
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destinations. Crouch and Ritchie (1999) adapted Porter’s model to suggest
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that “destination attractiveness” depends on four components:
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• Core resources and attractors (physiography, culture and history, market
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ties, mix of activities, special events, entertainment and superstructure).
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• Supporting factors and resources (infrastructure, accessibility,
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• Destination management (resources stewardship, marketing, finance and
venture capital, organisation, human resource development,
information/research, quality of service, visitor management).
• Qualifying determinants (location, interdependencies, safety/security,

awareness/image/brand, cost/value).
Similarly, Dwyer and Kim (2003) identify the factors that determine
competitiveness as available resources (natural resources, cultural assets and
heritage items), created resources (tourism infrastructure, the activities on
offer, etc.), supporting factors (infrastructure in general, the quality of
service, access to the destination, etc.) and destination management factors.
Both of these studies emphasise the role of assets which are inherited or
created and the way in which these assets are organised and deployed in the
market. Essentially, it seems, comparative advantage for destinations is
derived largely from endowed resources (under which Dwyer and Kim
include cultural heritage) while competitive advantage relies more on
resource deployment (i.e. management and marketing of the destination). As
the OECD report on rural areas (2003) notes: “In some cases, the most
intangible aspects (entrepreneurship, cultural identity, participation, and
partnerships) are the most important in making the difference. It is difficult
to transform stocks into flows: i.e. valorise natural and man-made assets,
strengthen the economic environment, invest in human resources, improve
institutional capacity.”
Therefore, a destination may have a certain attractiveness based on its
inherited assets. Its ability, however, to compete with areas to attract tourists
or investment may also vitally depend on its ability to transform the basic
inherited factors into created assets with a higher symbolic or sign value
which may then be translated into higher market values.
Destinations have to organise their resources in the most efficient way to
produce competitive advantage in the tourist market (Figure 2.4). Viewed
from this perspective, “productive efficiency of a territory to produce tourist

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flows can be viewed as a proxy for destination competitiveness” (Cracolicia,
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et al., 2006). This underlines the fact that tourism attractiveness is usually
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viewed from a consumer perspective, i.e. the assumption is that more
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tourists will visit more attractive destinations. Viewed from a regional
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perspective, however, one may have an intrinsically attractive region, but for
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various reasons (e.g. lack of promotion, problems of accessibility, political
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unrest) it is visited by fewer tourists than it “should” be.
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This may explain the finding of Bellini, et al. (2007) that regions with
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higher levels of development “make better use of tourism resources”. In
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other words, organisational capacities allow some regions to make better use
of their inherited and created assets to make themselves attractive to tourists.
Figure 2.4. A model of culture, tourism, attractiveness and competitiveness
Resource Resource
availablity use
Endowed assets Governance/

management
Created assets Marketing/branding
Comparative Competitive
advantage advantage
Attractiveness
Competitiveness

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Culture as a factor in the competitiveness of the creative destination
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It is clear that culture is important for tourism and for the attractiveness
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and competitiveness of destinations. The most successful destinations are
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those that can create a positive synergy between culture and tourism. But
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this synergy does not happen automatically: it has to be created, developed
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and managed. In an OECD report on culture and local development (2005),
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Xavier Greffe identifies a number of criteria which are important in
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• The permanence of cultural activities.
• The degree of participation by local people in addition to tourists.
• The territory’s capacity to produce all the goods and services demanded
on this occasion, i.e. the local context is paramount.
• Interdependence of these activities to foster “clustering effects”.
From the analysis of competitiveness models above, it might be added

that the organisational capacity of a place (or the “orgware”) is also an
important factor. From this perspective, it seems that governance and
management of the relationship between tourism and culture are vital. This
realisation has led some destinations which may not seem to have obvious
cultural assets to develop policies of culture-led regeneration as a means of
stimulating economic development and improving their image (Box 2.4).
However, intervention in the relationship between tourism and culture
may be difficult for some destinations for a number of reasons. For example,
in their study of cultural tourism governance in Europe, Paskaleva-Shapira,
et al. (2004:87) finds that: “Small and medium-sized localities generally
lack the financial and strategic resources to implement good urban
governance for sustainable cultural tourism. Missing is a cohesive guidance
on how to practically manage the sector that can potentially create an array
of positive impacts in the economy as well as on a range of other assets,
such as local heritage enhancement and urban quality of life.”
There is also the question of what elements of culture regional
governments actually control. In some regions, freedom of action may be
limited by the national management of key resources and, in other cases,
governments may have much more control (Box 2.5). In other situations, the
private and voluntary sectors may have a much larger role in cultural
provision, underlining the need for partnership and networking (for
example, see Box 3.12).

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Box 2.4. Glasgow: Culture as a catalyst for economic growth and image
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Glasgow embarked on a campaign of economic regeneration and image change in the
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early 1980s, using culture as a major attraction. The city staged the European Capital of
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Culture in 1990 and opened a number of major new cultural facilities, including the Burrell
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Collection and the Glasgow Museum of Modern Art. This programme saw the image of the
city improve dramatically: press coverage in the years before and after 1990 indicates a
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strong improvement. Positive coverage of the image of the city grew by over 17% between r
1986 and 2003, while positive coverage of culture grew by more than 40% Land c t u by
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150%. This indicates a strong positive relationship between tourism, culture and place
image. The increased attractiveness of the city also had economic effects: Between 1994
and 1998, the city's economy grew by 15.9% compared to 10.3% in Scotland and 11.4% for
the UK as a whole. Some 29 640 people were employed in tourism-related activities in
Glasgow in 2005, accounting for 7.6% of all jobs in Glasgow. In 1995, 1.49 million trips
were made by visitors to Glasgow, generating GBP 263 million in expenditure. By 2005,
this had increased to 2.8 million trips with expenditure of GBP 700 million. Glasgow is
now the fourth most popular U.K. city destination for foreign tourists (excluding London).
Beyond tourism, the whole city has been revitalised as a place to live, work and invest
in. The total population and the working age population of the city have increased since
2000, reversing a long period of decline. In 2006-07, hotel and leisure developments worth
almost GBP 45 million (EUR 58 million, USD 89 million) were completed, and permission
was granted for a further GBP 91 million of development. The city is now capitalising on
its improved image through the brand “Glasgow: Scotland with style”, which is utilised not
just in terms of tourism, but also to image the city as a vibrant place to live, work, invest
and study. The creative rationale for the brand is subtly derived from Glasgow’s world-
renowned cultural icon, Charles Rennie Mackintosh, and the “Glasgow Style” artistic
movement of the early 1900s. Glasgow’s belief that culture is central to improving the
quality of life of residents and visitors alike has been demonstrated by a commitment of
GBP 200 million capital investment in cultural facilities between 2006 and 2011.
Sources: Garcia (2005); Glasgow City Council (2007); Leslie (2001)
Another major problem is that the management of cultural tourism is

usually in the hands of many different actors, and the more intangible
factors of the relationship between tourism and culture (quality of life issues,
sustainability) are usually not taken into account in planning. Smaller
regions and cities often lack the skills and/or resources to administer
regional co-operation. Integrated management of tourism requires
introducing governance styles and systems that involve local authorities, the
tourism sector, local associations and the residents.

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Box 2.5. Žilina Self-Governing Region, Slovak Republic: Challenges of
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cultural management
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Different models of cultural policy can have advantages and disadvantages in terms of
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the development of tourism for culture. In the Žilina Self-Governing Region in Slovakia,
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for example, the government intervenes very directly in culture. The region administers 23
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cultural organisations including four museums, five galleries, two theatres, two
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observatories, five regional cultural centres and five regional libraries. This direct control
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has advantages in the management of cultural institutions through direct financial
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instruments, and cost savings through central purchasing while guaranteeing the cultural
autonomy of the institutions. At the same time, however, there are a number of
disadvantages, including bureaucracy, lack of co-operation between government
departments, insufficient financial resources, lack of political stability and insufficient
development of commercial activities.
Creating effective collaboration is also a challenge because the tourism

and cultural sectors often seem to be speaking a different language. This is
largely to do with the culture of the two sectors, because the tourism sector
is largely commercial, whereas the cultural sector often has a non-profit
ethos.
The problems of collaboration are compounded by the fact that the
cultural sector often finds it hard to identify direct benefits from developing
tourism. As the public service ethos usually relates to serving the needs of
residents or citizens, the rationale for serving non-resident tourists is usually
framed in economic terms. However, the reality is that many cultural
institutions currently derive relatively little direct economic benefit from
tourists compared with tourism suppliers. In Canada, for example, for every
tourist dollar spent between 1987 and 2002 less than CAD 0.06 was
received by the entertainment sector (which includes, among others, culture
and heritage institutions) compared with CAD 0.37 spent on transportation,
and CAD 0.16 spent on accommodation and food and beverage (Canada,
National Tourism Indicators). As the Canadian report notes: “As the vast
majority of the drawing cards that motivate Canadians and international
travellers to experience Canada are culture and heritage events and
attractions, it is therefore important to investigate the unequal distribution of
economic benefits in order help culture and heritage stakeholders to better
position themselves within the tourism arena.”
Another barrier that may be emerging for some destinations in
mobilising their cultural assets for tourism is the fact that intangible assets
are becoming increasingly important in destination competition. Where
countries used to concentrate on getting their national monuments on the

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UNESCO World Heritage List, they now seem to be jostling to have their
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intangible assets listed on the new UNESCO Intangible Heritage register.
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This is just one important sign that competition in the cultural arena is no
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longer just about culture, but also creativity.
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Tourism and creativity
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Creativity has become a more important element in regional
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development strategies because (Richards and Wilson, 2007): tu Lec
• The rise of the symbolic economy privileged creativity over cultural
products.
• Regions and cities have increasingly used culture as a form of

enhancement and therefore need to find new cultural products to create
distinction in an increasingly crowded marketplace.
• Destinations which lack a richly built heritage need to find new means
of competing with those that do.
Many countries, regions and cities are now profiling themselves as

“creative”. Perhaps the first example was Australia, which positioned itself
as a “Creative Nation” in 1994. The Helsinki region in Finland now
positions itself as “the most creative region in Europe”, thanks to its high
rating for research and development and ICT employment (Florida and
Tinagli, 2004). The most important boost to creative development came
from Richard Florida’s The Creative Class (2002), in which he argues that
the basis of economic advantage has shifted away from basic factors of
production, such as raw materials or cheap labour, towards human
creativity. Destinations therefore have to develop, attract and retain creative
people who can stimulate innovation and develop the technology-intensive
industries which power economic growth. These creative people collectively
make up the “creative class”. Importantly, Florida also emphasises that what
is important to the creative class is the “quality of place”, which combines
factors such as openness, diversity, atmosphere, street culture and
environmental quality. These relatively intangible factors are now arguably
more important than traditional cultural institutions in the locational
decisions of creative people. One might also assume, therefore, that tourists
would also be attracted to such destinations, since many tourists are in
search of “atmosphere” and difference.
Cultural tourism strategies have therefore been supplemented by
creative tourism products in many destinations, emphasising intangible and
symbolic elements of regional culture, such as the “buzz” of particular
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destinations, the local art “scene”, nightlife, ethnic quarters and local
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gastronomy (Richards and Wilson, 2006). The tendency for many of these
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aspects of creativity to be found in the same destinations has put a new
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emphasis on the development of creative or cultural clusters, labelled as
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“creative districts” or “cultural quarters” or “ethnic precincts”. Clustering is
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not just a quality of urban destinations, but can also be found in rural
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regions. In regions such as the North of England, for example, regional
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tourism authorities have been identifying and marketing clusters of heritage
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Conclusion
It is clear that tourism and culture have become increasingly closely

linked as their role in regional attractiveness and competitiveness has
become clearer. Culture in all its forms is likely to feature strongly in the
tourism product and promotion of most regions, even those which have
traditionally relied on their natural assets, such as sun and beach or
mountains, for their attractiveness. Destinations are also trying to increase
their comparative advantage by adding to their stock of cultural attractions
(e.g. building new museums or heritage centres). They are also trying to
develop their intangible culture and creativity (e.g. selling “atmosphere”,
cultural events and gastronomy).
Increasingly, destinations are also developing competitive advantage in
culture and tourism through new forms of organisation and marketing. For
example, local communities are beginning to come together to develop
cultural products for tourism rather than competing directly with one another
(see Box 3.16). New policies are likely to feature new structures and
projects involving public-private partnership and bringing together a wider
range of stakeholders to utilise culture not just to make destinations
attractive for visitors, but also to promote regions as destinations to live,
work and invest in.
The next chapter looks at the way in which policies on tourism and
culture have developed, drawing on the experience of a range of OECD
members as well as other case studies.

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CHAPTER 3. POLICIES AND PROGRAMMES FOR CULTURE AND TOURISM – 37
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Chapter 3. Policies and Programmes for Culture and Tourism
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This chapter analyses the policies that central and local Lect
governments
have developed with respect to culture and tourism, how and why these
policies have been implemented and their results.
The policy context
As the economic and social challenges facing regions have increased in

recent decades, so policies with respect to tourism and culture have tended
to become more instrumental. The justification for conserving cultural
heritage, for example, is now often framed in economic terms, such as
creating employment or helping to create an attractive image which will
attract visitors and inward investment. This is particularly evident in areas
undergoing economic restructuring.
In the case of the Trenčín region in Slovakia (OECD case study), for
instance, socio-economic objectives are high on the agenda in projects
linking culture and tourism. This former industrial region suffers from 14%
unemployment, far above the national average of 10%. The region used to
depend on the mining industry, chemical industry and energy production,
but lost jobs in primary and manufacturing industries now need to be
replaced by service employment. There is a strong base for the development
of the cultural industries, because the region has many crafts producers,
working with wood, ceramics and textiles.
This pattern is repeated across many destinations in different parts of the
world, as Table 3.1 indicates.

38 – CHAPTER 3. POLICIES AND PROGRAMMES FOR CULTURE AND TOURISM
Table 3.1. Issues, aims and activities of OECD case study projects
COUNTRY ISSUES AIM ACTIVITIES
Australia Need to provide diversification in visitor -Generate increased visitation, -Location branding
(Tasmania) experiences throughout the region to increase overnight stays and visitor -Tasman Community Arts Group,
the destination’s attractiveness to support expenditure concerts, regional brochures, and
sustainable development -Encourage private and public funding for infrastructure in the
investment form of boating and visitor facilities
-Provide benefit to local community
-Enrich the overall visitor experience
in the region
Austria -Lack of international profile -Identification and examination of Networking
(Vorarlberg) -Lack of intensive exchange and communication chances and possibilities in culture
activity between culture and tourism tourism
-Low profile as a culture and culture tourism -Implementation of a SWOT analysis
destination -Development of a future strategy
with an international focus
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-Involvement of strategic partners in O
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-Definition of critical success factors

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France Need to increase attractiveness and Increase receptive function of major Improve and innovate tourism
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(Metropolitan competitiveness of French cities in face of cities and enhance their impact on facilities d
regions) perceived under-performance surrounding regions. O
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Table 3.1. Issues, aims and activities of OECD case study projects (continued)
Greece -Underemployment in the primary -Create an attractive setting for -Cultural route
(Peloponnese) sector residents, investors and visitors -Providing information, distributing
-Structural problems of the labor force -Enhance the economic, environmental leaflets and developing an
-Deficient organisation of the tourism and social performance of the region information centre
sector -Themed niche products
-Large number of unexploited cultural
resources
-Sparse promotion of the cultural and
tourism product of the periphery
Italy -Stimulate co-operation between public Promotion of cultural routes through:
sector and private sector Internet portal
-Integrated regional development Publications
-Developing quality tourism Seminars CD B
-Promotion of cultural routes at national
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and international level
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Japan -Desire to promote Japanese culture to -Help make Japan tourism-oriented Developing cultural experiences for
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(Yamagata foreigners -Encourage tourists to come to Japan foreign visitors ea

Prefecture) -Low level of foreign tourism on both first-time and repeat visits d
-Spread tourism to new regions
-Create international understanding of
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Korea -Need to enhance attractiveness and Product differentiation to enhance Temple stay – national network of
competitiveness of local territories as cultural attractiveness and competitiveness temple accommodation
tourism resources
-Lack of understanding of Korean culture
-Lack of thematic products
Mexico -Need to enhance the rich cultural heritage of the -Develop new cultural products and -Production of a map of cultural
(Michoacán) region cultural experiences tourism resources
-Strong migration of young people and working -Encourage direct contact between -Development of urban plans to
age population to the U.S. local population and tourists integrate tourism and culture
-Involve artisans in developing creative -Restoration of cultural heritage
tourism -Provision of basic and tourism
infrastructure
-Development of cultural
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Poland -Heritage preservation -Display the richness of the economic
E C events
-Provision ofOsignage to mark o
(Sliesia) -Regeneration of former industrial sites and cultural heritage of the region cultural route
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-Preserve industrial heritage -Marketing and promotion of the

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-Generate a new image of the region route ea

-Display technological monuments as -Encouraging tour operators and
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unique nationally and internationally travel agencies to sell the
product
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-Restructure industrial facilities into
resources for services, trade and
business
-Encourage investment and fight
unemployment
Poland -Decline in economic activities and Preservation of wooden architecture, Development of a cultural route
(Małopolska increase in unemployment traditions, customs and regional art
Region) -Aging population
Portugal -Lack of regional identity -Sustainable endogenous and tourism -Developing authentic experiences of
(Alentejo) -Uneven development development village life, creation of a brand
-Unemployment -Networking between rural communities -Networking with other villages in
Portugal andE Europe
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Romania -Need to create a well-defined identity of -Creation of an efficient marketing policy -Developing O regional identity
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(Oltenia) the place for cultural tourism at regional level through:

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-Insufficient development of cultural -Establish a nationally and internationally -Evaluation of existing markets
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tourism compared to potential of the recognised regional identity -Analysing the tourist destination
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Slovakia -High unemployment Increase the use of cultural facilities to -Develop regional brand
(Trenčín -Poor accessibility reinforce the image and identity of the region -Develop regional tour circuits
Region)
Slovakia Need to finance culture -Organising of joint fairs with cross-
(Žilina border regions
Region) -Presentation of geographic and tourist
information on the Internet
-Establishment of new cross-country
skiing and cycle routes
Turkey -Heritage preservation -Improve infrastructure -Restoration and archaeological
(Çorum -Increase tourism’s socio-economic -Promote the destination’s cultural assets excavations
Province) contribution to the destination -Transform destination into a tourism attraction -Infrastructure improvement,
site particularly roads C D B
-Promotion of local
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-Converting local crafts into touristic
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The review of the OECD case studies indicates that the main drivers for
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developing culture and tourism policies are:
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Enhancing and preserving heritage.
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• Economic development and employment.
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• Physical and economic regeneration. An r
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• Strengthening and/or diversifying tourism.
• Retaining population.
• Developing cultural understanding.
For many regions there is also a problem of physical accessibility. Even

when a region has considerable potential to develop cultural assets for
tourism, if these are not easily accessible to tourists these assets would be
difficult to integrate into the tourism product. For this reason, many of the
case study regions emphasised infrastructure development as a priority.
Many of the OECD case studies relate to predominantly rural areas or
former industrial regions undergoing restructuring, rather than metropolitan
or major urban areas. Although all these different types of regions are
involved in the same competitive race to make themselves attractive and to
draw in investment, they have different capabilities and therefore strategic
options in the development of culture and tourism (Box 3.1). In their review
of City Tourism and Culture (2004) LaGroup and Interarts underline the
differences between major metropolitan centres, smaller cities and villages
in terms of development options. Whereas large cities can use creative assets
as means to develop “atmosphere” and difference as prescribed by Florida,
for example, smaller destinations are more reliant on heritage. For major
cities, the issue of “image” may also be more important than in other places.
In all regions, however, it is increasingly the case that culture and
tourism policy are related to generating externalities which will benefit the
local economy.

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Box 3.1. Vorarlberg Region, Austria: Boosting cultural attractiveness
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Located in Western Austria, the Vorarlberg Region lies on Lake Constance, with borders
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to Germany, Switzerland and Liechtenstein. Tourism and leisure are extremely important
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for the region’s economy, accounting for 15% of the GDP. It has a dynamic culture and arts
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scene as well as a mixture of traditional and modern architecture and important festivals and
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cultural institutions. Their cultural tourism strategy aims to position Vorarlberg in
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international markets and develop a regional brand. Culture will play an important partrin
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differentiating the regional product and in underpinning the regional brand. Targets
2010 include:
• To make Vorarlberg the most attractive cultural tourism destination in the region.
• To ensure that Vorarlberg has the most dynamic and renowned cultural scene in the
region.
• To develop co-operation between the cultural and tourism sectors.
Policy aims
The main objectives of the culture and tourism programmes examined

here are related to improving the economic, cultural and social position of
the target regions. In most cases, relatively general goals are set, usually in
terms of increasing tourist numbers, or attracting particular types of tourists
(Table 3.1).
The main policy areas which can be identified from the case studies are:
• Infrastructure improvement.
• Heritage preservation.
• Enhancement of economic performance.
• Development of regional identity and enhancement of region image.
• Spread of tourism to new areas.
• Improvement of the quality of tourism and tourism facilities.
Culture and tourism are both seen as important drivers for the regional
economy which also have a number of other desirable effects. Tourism has
long been seen as a means of providing employment, particularly in areas
where few alternatives exist. At the same time, developing tourism related to

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culture aims to provide income to support cultural facilities, and by
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consuming regional culture tourists are presumed to become more aware of
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regional distinctiveness. Culturally-interested tourists are also assumed to
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visit destinations where other tourists do not usually go, helping to spread
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tourism to new areas and combating seasonality. The boost given to local
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culture also stimulates the local population to value and preserve their
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culture as well as giving them renewed pride in the locality. This is one of
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the factors causing a number of administrations to develop programmes
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which enhance the cultural awareness and interest in heritage preservationu
among the local population. The development of schemes involving L e c tthe
local population is a feature of many cultural tourism programmes,
including those in Japan (Box 3.2), Mexico (Box 3.3) and Korea (Box 3.18).
Box 3.2. Japan: Creating cultural understanding
The aim of the Japanese Cultural Tourism Programme is “to encourage more tourists to
come to Japan on both first time and repeat visits, it is important to provide interesting,
easy-to-follow information and experience to stimulate deep interest in Japanese history and
traditional culture.” In order to achieve this, it is important to link culture and tourism:
“until now, there have been virtually no systems in place to enable tourists to deeply
experience the history and culture of a given location.” The Japanese Cultural Tourism
Commission has therefore held workshops with a view to “facilitating a deeper
understanding on the part of Japanese people of their own history and culture, and at the
same time to identify and utilise cultural tourist resources from the perspective of foreign
tourists, and to provide a cultural tourism experience for large numbers of tourists that
answers to their interests.”
All of these advantages make cultural tourism a “good” form of tourism

which is often contrasted with other tourism products, particularly “sun and
sand” tourism. Cultural tourists are seen as high spending tourists with a
genuine interest in the culture of the destinations they visit, which helps to
make this form of tourism more sustainable.
At the same time, developing cultural products for tourism also requires
a diverse range of actors to work together effectively. Not only is culture
very diverse, but the different policy contexts within which cultural and
tourism actors operate tend to complicate matters. In terms of policy
implementation, therefore, the emphasis is very often on getting the tourism
and cultural sectors to work together.

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Implementation
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Government clearly has an important role in the relationship between
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cultural heritage. As the scope of cultural policy widens to include more r
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aspects of intangible culture, so government increasingly needs toLwork
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the commercial and voluntary sectors to act effectively in the cultural field.
The case study examples of cultural route development (Boxes 3.7, 3.8
and 3.9) underline the importance of co-operation between the tourism and
cultural sectors, as well as different levels of government and the private
sector. The importance of major attractions as “nodes” within these routes
which attract large numbers of visitors is also clear. This principle is being
used in Greece to spread tourists to places which currently lack tourism
development, using major cultural sites as anchor points from which to
spread tourists further into inland areas of the Peloponnese. In Mexico,
cultural tourism is also a means of diversifying the tourism product
(Box 3.3).
Box 3.3. Michoacán, Mexico: Diversifying into intangible culture
The State of Michoacán is using its rich cultural and natural heritage, including
archaeological sites, Hispanic architecture, cathedrals and villages, as well as local
celebrations, festivals and customs to diversify the cultural offer for tourists. The
development of tourism in the region has been undertaken as a joint effort between the
government and civil society. For example the “adopt a work of art” programme is run by a
local association which has restored numerous sites and monuments. In the three pueblos
mágicos (Pátzcuaro, Tlalpujahua and Cuitzeo) there have been large investments in
renovating the urban fabric and creating new marketplaces. The private sector has also
invested in finding new uses for historic buildings as hotels, restaurants and shops.
This means that public-private partnership is becoming increasingly

important in the relationship between tourism and culture. Bringing tourism
and culture together inevitably involves working with a wide range of
stakeholders and creating effective partnerships to develop and market the
resulting products. All of the OECD case studies underline the important
role played by different forms of partnership in achieving project aims.

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Partnerships usually involve both public and private sector partners,
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which may work together in different ways, as the Korean Ministry of
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Culture, Sports and Tourism points out:
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The first major category (of partnership) consists of joint ventures in
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which a public sector plays the dominant role in developing new cultural
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tourism facilities.
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• The second type of partnership is that in which the public sector engages r
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in pump-priming to facilitate new cultural tourism development.
• The third category comprises situations where the public sector uses
existing cultural resources owned exclusively by the private
organisation. The public sector's contribution either entices the private
sector to make their cultural resources available for public use, or
improves the prospects of such facilities being attractive.
These three categories may be conceptualised as being on a continuum

reflecting the magnitude of a public sector's cultural resource commitment
and involvement; this increases if the public agency assists a development of
cultural resources through pump-priming; and is maximised in joint
developments with the private organisations.
Key benefits commonly derived from the public-private partnership are:
• Reduced antagonism between the public and private sectors.
• More effective use of resources (money and time).
• Prevention of duplication.
• Combined areas of expertise.
• Increase in funding potential.
• Creation of a “win-win” situation.
In many cases the need to involve many different actors in tourism and
cultural development means that regions form partnerships or co-operation
networks to involve all stakeholders in development processes (Box 3.4).

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Box 3.4. Turkey: Public-private partnership in Hittite tourism
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The Çorum region in Turkey, former centre of the Hittite civilisation, is now being used
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to attract tourists. The region includes many important archaeological remains (including
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Hattuşa, a UNESCO World Heritage site), the majority dating from the 13th century B.C. In
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spite of the richness of the cultural heritage in the region, tourism development is hampered
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by lack of accessibility to the major sites of the Hittite civilisation and by a lack of tourist
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accommodation. r
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The region was the subject of a Tourism Development Workshop (TDW) c t by
L eorganised
the Ministry of Culture and Tourism with participation from government ministries, local
authorities, entrepreneurs, universities and NGOs. Businesses in Çorum have invested in
the development of a five-star hotel designed to upgrade the tourism facilities in the region.
Partnership networks can also be formed on a larger scale, for example,

involving inter-regional collaboration across a number of countries
(Box 3.16). This type of collaboration has been enhanced in recent years
through EU funding programmes, many of which provide opportunities to
link tourism and culture. In France, more thought is also being given to
developing partnerships between metropolitan regions and their hinterlands
(Box 3.5).
Box 3.5. France: Linking the culture of the metropolis and surrounding
regions
A recent study of metropolitan regions in France indicated that they are often at a
disadvantage compared with large cities in other European countries. One reason for this
is the relative lack of cultural products oriented towards current tourist needs. As well as
strengthening the supply of attractions and events in the city, the report argues, there
should also be better links between cities and their surrounding regions. Such links can be
mutually beneficial, as the metropolis can generate a supply of tourists while the
surrounding regions add to the attractiveness of the city as a destination. The idea is to
strengthen the “hub” or “gateway” function of the metropolitan centres of France in order
to strengthen urban and regional cultural tourism.
Funding and investment

Much of the core funding for cultural tourism programmes comes from
the public sector, even though most subsidiary funding is provided by the
private sector (e.g. development of tourist services such as transport,
accommodation and catering). Because culture is usually seen as an area of
public consumption (as opposed to tourism, which is seen as a productive
sector), the cultural elements of such programmes often depend on the

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public sector. One barrier to developing privately-funded programmes, or
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even mixed-funding models, is the relatively low rate of transfer of
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resources between the tourism sector and the cultural sector. As noted
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earlier, for example, the proportion of tourist spending that accrues to
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cultural institutions through entry charges or commercial activities such as
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catering or merchandising, is in general small. For most cultural institutions,
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therefore, tourism is an additional funding stream rather than a main source
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of income.
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Public funding has a number of limitations, and for many cultural
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institutions it limits what activities they can undertake and often makes them
dependent on a public sector funding cycle which creates regular uncertainty
about funding levels. A number of administrations are now trying to
alleviate these problems by encouraging cultural institutions to develop
other funding sources and by introducing multi-annual funding programmes.
This is the case of the Port Arthur Historic Site in Australia, for example
(Box 3.6).
Box 3.6. Australia: A long-term funding programme for Port Arthur Historic
Site
Central to the success of the development of the site has been the implementation of an
ongoing program of recurrent (five-year) funding. Port Arthur has to date received
AUD 14 million (EUR 8.2 million, USD 12.8 million) over seven years from the
Tasmanian government, commencing in the financial year 2000-01, specifically for
conservation and interpretation work plans as set out in the site’s conservation plan.
This funding mechanism allows the site to manage tourism services from tourism
revenue while at the same time preserving the site by funding for archaeology, conservation
and interpretation projects. Consequently, the [site’s managers have] been able to extend the
location’s attractiveness for visitors, residents and investors and increase its
competitiveness.
In many regions of Europe, EU funding has also played an important

role in recent years in boosting the supply of cultural facilities for tourist
use. Many different funding programmes support cultural tourism projects,
because stimulating travel to cultural sites across Europe helps the EU to
underpin the concept of “unity in diversity”. By learning more about each
others’ culture, Europeans can arguably appreciate how much they have in
common as well as the cultural diversity which characterises most of
Europe.
Private investment has also been crucial in all of the regions studied.
While the public sector may be able to develop key attractions or undertake

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destination marketing, it is the private sector that supplies the bulk of the
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tourism product. In many cases there is a direct link between public and
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private sector investment, as government support for cultural or tourism
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development will stimulate the private sector to invest as well. This is clear
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in the Mexican case (Box 3.3), where public sector initiatives helped to
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leverage a threefold increase in private sector investment. This multiplier
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effect is also evident in the cases of Glasgow (Box 2.4) and Barcelona
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(Box 3.19).
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Product development
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The OECD case studies cover a wide range of product development
initiatives (Table 3.1). The main types of activities identified in the OECD
case studies can be summarised as:
• Planning
• Market analysis
• Restoration
• Tourism product development
• Marketing and promotion
These main activities are discussed in more detail in the following

sections.
Planning and market analysis

Planning the development of culture and tourism involves statutory
planning authorities and procedures, but to be effective it should also
involve a wide range of stakeholders and co-ordinate the activities of
different levels of administration.
For example, the Vorarlberg development plan in Austria forms part of a

national cultural tourism plan: Culture Tour Austria. This programme,
initiated by the tourism department of the Federal Ministry of Economics
and Labour, is designed to develop a strategy for the future
“Kulturtourismus Austria 2010+” which will focus on Austrian cultural
tourism in the years ahead. The planning process involved a thorough
analysis of the current situation of Austrian cultural tourism as well as
opportunities and threats in the future. In addition to organisational

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innovations, the key launch projects include preparation of a premium
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product catalogue for leading brands in the Austrian cultural tourism field,
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brand and quality management tailored to the needs of cultural tourism, and
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future-oriented cultural and quality marketing co-operation. The marketing
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co-operation “Creative Austria”, is being funded by major Austrian culture
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and tourism organisations and has assumed important marketing tasks in
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cultural tourism.
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Box 3.7. Poland: Cultural route development in Silesia
L ect
The Silesia region of southern Poland has an important industrial heritage as well as a
wealth of natural and cultural attractions. The region is now developing an “Industrial
Monuments Route of the Silesian Region” which is designed to link the region’s major
attractions and highlight the local uniqueness of the region. The creation of a cultural route
in the area aims to underline the unique nature of the region as well as linking its most
important cultural assets, including working machinery in the historic machine park,
through open-air museums or museums of industry and technology to railway stations,
housing estates or workers’ settlements. The cultural route:
• Presents what is outstanding in the region.

• Identifies the region and characterises it through its traditions, customs, daily
activities and sites.
• Reflects the traditional culture of the region and gives the visitors an opportunity to
use it.
• Is based on the regional products and services which are easy to identify and
distinguish.
• Comprises not only the tradition and past of the region but also its contemporary
image, transformation and character.
• Allows for the creation of the desired image of the region.
This type of centralised, structured planning for cultural tourism is rare,

but it indicates the way in which a wide range of partners from the public
and private sectors can be involved in the development of policy and its
subsequent implementation.
Cultural tourism product development

The OECD case studies indicate that regional cultural tourism products
are usually developed to create a focus for collaboration between the
tourism and cultural sectors, to improve the image of the region or to spread
tourists across the region. The main strategies that have been utilised for
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these ends are the creation of cultural routes, creation of themed products
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and cultural events.
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In many cases, regions have linked a number of attractions together to
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form cultural routes or itineraries. A cultural route is “a themed route that
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has a cultural value or an element of cultural heritage as its focus and that
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assigns a key role to cultural attractions” (Puczkó and Ratz, 2007). Such
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routes have the advantage of acting as a focus for cultural and tourism
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activities in a particular region as well as leading tourists to specific areas in r
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the region. The Greek case study features a cultural route whicht u is
Lec
specifically designed to divert tourists from traditional beach resorts and to
attract them to the inland areas of the Peloponnese (Box 3.9). Cultural routes
can cover a wide variety of different cultural themes and can act at a variety
of scales from local to international. They may be based on pre-existing
route ways (such as the pilgrimage trail to Santiago de Compostella in
Spain) or created specifically for cultural tourism. This flexibility makes
them very popular as a tourism product development option for regions
around the world, as the OECD case studies indicate.
Box 3.8. Italy: Developing cultural routes through partnership
In Italy, three European cultural routes have been developed in partnership with other
European countries and institutions. The Via Francigena (www.viafrancigena.eu), the
Phonecian Route (www.rottadeifenici.it) and the Via Carolingia (www.viacarolingia.it)
have been developed by tourism authorities in partnership with local and regional
administrations in Italy and other countries along the routes and the European Institute of
Cultural Routes. These itineraries allow visitors to rediscover important aspects of
European and Italian heritage, and the flows along the routes help to stimulate intercultural
dialogue and exchange.
The theming associated with cultural routes may also be applied to

individual sites or clusters of attractions as well (Box 3.9). In a globalising
world, it is increasingly important to develop stories or narratives that can
connect people to local cultures. It is not enough to have culture, it should
also be made accessible to locals and visitors alike through appropriate
themes and narratives. Many visitors may not be familiar with the cultures
they are visiting, and themes effectively act as a shorthand which enables
the outsider to interpret a new culture more quickly, although arguably on a
more superficial level. The development of the Labours of Hercules theme
in Greece is a good example of how this can work. Most people will be
familiar with the story of Hercules, and therefore have a connection with
places which otherwise would mean nothing to them.

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Box 3.9. Greece: Spreading tourists through cultural routes
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In spite of the cultural richness of the area, the Peloponnese is not visited by many
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tourists, and there is a need to spread tourism to inland areas. The “Pausanias' Pathways”
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are aimed at creating an attractive setting for residents, investors and visitors, as well as
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enhancing the economic, environmental and social performance of the region. The main
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product being developed is a thematic route from Corinth to Olympus. The programme
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targets mainly visitors to Ancient Olympia and Corinth, offering them a morecauthentic
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experience of the inland of the peninsula.
The route contains a number of niche products, such as a programme based on the
Labours of Hercules. This route connects locations where a mythical labour took place and
a different activity will be organised and promoted to tourists. A Travel and Immigration
Museum is also being developed and a train route from Corinth to Kalamata will increase
accessibility to the region.
In many cases the theming of destinations is also linked to specific

cultural events, such as celebrations of anniversaries connected to famous
places, people or events. In the Netherlands, for example, the National
Tourist Office has developed a system of theme years based around famous
artists such as Van Gogh and Rembrandt or themed events such as the
Floriade exhibition. The Rembrandt 400 theme year in 2006 attracted
1.7 million visitors (including 1 million foreign tourists) who spent a total of
EUR 623 million (USD 967 million). Cities and regions are also
increasingly involved in competition to attract “footloose” events, such as
the European Capital of Culture (and equivalent events in Canada, Russia
and Latin America) (Box 3.10).
Events can also be a useful catalyst for economic recovery. For
example, in Louisiana (U.S.) a post-Hurricane Katrina “Main-to-Main”
initiative was developed, which is a moving festival that promotes Main
Street arts, crafts, and other cultural attractions. This innovative programme
was taken to 25 towns in the region, and it targets job growth by assisting
neighborhood-based organisations with the revitalisation of traditional
neighborhood business districts.

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Box 3.10. Luxembourg and Greater Region: Linking regions through a
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cultural event
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In the past, the European Capital of Culture (ECOC) event has been hosted by cities,
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but since 2007 the European Union has encouraged a regional dimension in the event. In
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2007, the ECOC was hosted by “Luxembourg and Greater Region”, covering five
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different regions of Luxembourg, Belgium, France and Germany. Of more than 500
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projects organised during 2007, 130 were cross-border events involving two or more
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regions. The year-long event generated more than 3.3 million visits, spread across
whole region. In Luxembourg there was a 6% growth in hotel occupancy, while the event
injected over EUR 56 million (USD 44 million) of visitor expenditure into the local
economy.
Source: www.luxembourg2007.org
An increasingly important issue in product development is the

involvement of the local community. As research on cultural consumption
by tourists has consistently shown that involvement with local communities
is important as a motivating factor and as a major source of visitor
satisfaction, the collaboration of local communities is increasingly a
prerequisite to product development. Local communities are not just the
hosts for tourism, but also a cultural attraction in themselves, helping to
define the sense of place and atmosphere of regions. In a number of the case
studies covered by this book, the support of the local community has proven
essential to developing cultural experiences for tourists. This support cannot
be taken for granted, but rather has to be nurtured and developed in
consultation with the community. In many regions this can present
considerable challenges because of the linguistic and cultural distance
between the tourists and the communities they visit. This also underlines the
need for appropriate mediation systems to be developed.
Marketing
One of the most important ways in which public authorities can assist in
the development of culture and tourism products is through marketing
activities. Because of the complexity of the cultural product, very often there
is a need to create marketing consortia and give regional products exposure
in national and international markets.
National Tourism Administrations are developing a wide range of
marketing activities related to culture and tourism, including:
• Branding and image development.

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Box 3.11. Peru: Young travellers and culture
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Cultural tourism is extremely important in Latin America. For example, Peru classifies
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93% of its inbound tourists as cultural tourists. In addition to the standard cultural tourism
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target groups of older, richer tourists, Peru has also targeted younger travellers who spend
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less per day, but stay longer in the country and see more of its culture. Young travellers
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receive discounts with their International Student Identity Card on the famous Inca Trail
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and with the youth travel organisation INTEJ. Young volunteer tourists are also being
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attracted to spend long periods in the region helping with social and cultural projects.
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Latin America accounted for over a third of all volunteer placements worldwide in 2007.
There are now a large number of local receiving organisations running volunteer projects
related to culture, as well as organisations bringing in volunteers from abroad. For
example, Paititi Peru is a private organisation that specialises in local and cultural tourism
throughout Peru. Profits from the tourism expeditions are reinvested in local communities.
Sources: Richards (2006, 2008) and Tourism Research and Marketing (2008)
• Internet platforms, including accommodation and event booking

functionality.
• Joint promotions with tour operators.
• Themed products (events, attractions, cultural routes).
• Theme years and events.
• Cultural and creative clusters.
• Encouraging filming in the region.
• Discount cards.
In particular, the Internet has become an almost universal marketing tool

in recent years. Research by ATLAS shows that over half the foreign
tourists visiting cultural attractions in Europe and Asia in 2007 used the
Internet to find information on the cultural site they were visiting. For those
on a cultural holiday, this figure increased to over 60%. The creation of
Internet platforms which provide information on cultural attractions and
events is therefore extremely important, particularly in reaching
international markets. There is a growing number of Internet sites which
offer the possibility for tourists to package cultural sites and events with
accommodation and travel (Box 3.12).

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Box 3.12. U.S.: Prototype of dynamic packaging of cultural and heritage
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tourism
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The U.S. Cultural and Heritage Tourism Marketing Council is a travel trade association
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dedicated to marketing and promoting cultural and heritage tourism to and within the U.S.
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The council is developing “dynamic” cultural tourism packages that offer unique and
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innovative experiences to visitors to and within the U.S. A prototype of these packages has
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just been developed in partnership with the California Travel and Tourism Commission and
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Shop America Alliance. Packaged under the acronyms of HATS (History, Arts, Theatre,
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Shopping), BAGS (Botanical Arts, Gardens, Shopping) and EATS (Epicurean Arts, Tours,
Shopping), these 36 initial packages include over 100 cultural and tourism destinations
(www.culturetoursandmore.com).
Source: U.S. Cultural and Heritage Tourism Marketing Council
Regions are creating specific marketing alliances to showcase cultural

tourism opportunities, and in some cases different regions are beginning to
work together to attract cultural tourists (Box 3.13). The Arts Cities of
Europe programme features 38 cities and offers tours, packages and entry
tickets to major art exhibitions.
One of the problems in marketing culture to tourists is that destinations
often try and market their culture in general, offering a wide range of
products, when many “cultural tourists” are interested in much more specific
experiences. The Korean OECD case study notes:
“One of the biggest mistakes that inexperienced managers related to
Temple Stay programmes make is to assume that the Temple Stay
programme or experience has universal appeal. Because of this
misguided belief, managers related to the Temple Stay embark on a
series of unfocused promotional activities that send out unclear
messages aimed at no one in particular.”
Even where target groups are identified, they tend to be fairly general as
the Romanian case study (Box 3.14) indicates the following target groups:
• Persons with above average level of education.
• Persons with above average financial capability.
• Targeted age: 40-65 years.
• A large share, but not a dominant one, being families with children.
• People who can afford longer holidays than the average for the region
(approximately two days).

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Box 3.13. Holland: Problems in regional packaging
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It is not clear if linking places within regions is always a successful strategy. In the
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Netherlands, five cities, Haarlem, Leiden, Delft, Dordrecht and Schiedam, were linked in
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the promotion around the theme of historic towns (het geheim van Holland/the secret of
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Holland). After four years, the project was stopped due to disappointing results. The
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cultural tourists who visited the towns visited only one or at the most two towns and not
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most of or all of the towns included in the promotion. Because of the perceived resemblance
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between the towns it was not interesting enough for tourists to visit more than one orttwo
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the towns. Interestingly one of the towns that participated in the initial project, namely
Delft, has subsequently linked their promotion with Rotterdam. The town has chosen the
strategy to link itself with a city nearby, but with a totally different cultural product and
size, instead of linking itself to towns with a similar product and of a similar size.
Source: European Travel Commission (2005)
There is a need to identify more specific niche markets which have an

interest in specific products in the region. As the competition to attract
cultural tourist increases, it is vital to give people a specific reason to visit a
destination which relates to their interests. In many cases this involves
identifying niche products that can be sold to specific target segments
(Box 3.15).
Box 3.14. Romania: Marketing partnerships in the Oltenia region
Oltenia is one of the richest historical regions in Romania, with more than 500 religious
monuments, and it is the birth place of the sculptor Constantin Brancusi. The main aim of
cultural tourism policy is better marketing, in order to establish a nationally and
internationally recognised regional identity. To achieve this, a public-private partnership
has been created in the association “Oltenia de sub munte”. A website has been created
(www.eco-oltenia.ro) which features the cultural products offered by the region and
information on transportation, accommodation and local gastronomy.
As the creative tourism example shows, the links with local people are
extremely important for the development of engaging experiences and the
creation of “atmosphere”. This is also the basic principle used in a number
of projects reviewed, particularly in the case of Portugal (Box 3.16).

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Box 3.15. New Zealand: Developing creative tourism
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Creative Tourism New Zealand (www.creativetourism.co.nz) is one of the pioneers of
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“creative tourism”, a new form of cultural experience which enables visitors to participate
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in creative activities which are characteristic of the region being visited. The creative
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tourism concept is based on the idea that people want more engaging and active experiences
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than those offered by traditional forms of cultural tourism. The emphasis is therefore on
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learning and doing, and sharing skills with local people. Creative Tourism New Zealand r
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was launched in 2004 with a group of 20 tutors running workshops on subjects ranging
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from basket making to Maori bone carving. The concept has proved popular with tutors and
workshop participants, and the number of both has increased over the past few years.
The target market for Creative Tourism New Zealand is the “Interactive Traveller” (IT)
segment identified by Tourism New Zealand. These visitors are: cultural “omnivores” who
seek out new experiences that involve interaction with nature, social and cultural
environments and have high disposable incomes. Research has indicated that the IT
segment is growing faster than tourism in general (9% a year) and is spreading tourism
expenditure to new regions.
Source: Richards and Wilson (2006)
Box 3.16. Portugal: Developing “Genuineland”
In the Alentejo region of Portugal, the European Network of Villages is working to

develop the concepts of “Village Tourism” and “Tourism of the Imagination”. A
“Genuineland” brand has also been created to enhance the distinctive image of the project,
which involves local communities in activities such as recreating historical events,
developing excursions, organising the tourism offer and joint activities and exchanges with
the other villages. The project has also developed promotional and professional training
activities, and it has created promotional support for the villages (website, printed materials)
helping the villages to offer an authentic tourism experience based on genuine local culture.
Results and evaluation
Effects of policies and programmes

Monitoring the effects of cultural and tourism policy is becoming an
increasingly important issue for destinations that need to demonstrate that
they are implementing their policies effectively and to guide future policy
making. In most cases, however, policy evaluations take place for tourism or
culture in general, rather than for specific “cultural tourism” initiatives.

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Some of the OECD case studies do provide indicators of outcomes,
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particularly in terms of visitor numbers and economic impact.
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In Mexico, the number of tourists to the Michoacán region has grown
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from 3.4 million in 2002 to over 7 million in 2007, of which 32% were
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motivated by culture. The number of international tourists has also grown
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dramatically over the same period, from 104 000 to 1.1 million. Length of
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stay and expenditure per day have also grown, pushing the total economic
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impact from USD 271 million in 2002 to USD 1 276 million in 2007. The r An
contribution of tourism to GDP has risen to almost 9%, well above u
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national average, and over 40 000 new jobs have been created. Between
2002 and 2007, annual investment in tourism also more than tripled, and
significant increases were registered in the supply of hotels and number of
available rooms. In spite of growing hotel supply, average room occupancy
during this period increased from 44% to 67%.
In Silesia in Poland, the results of the project indicate that cultural routes
can help to stimulate cultural tourism, and, in particular, to attract foreign
visitors (Table 3.2). For example, the Tychy Brewing Museum attracted
36 000 visitors in 2007, including 5 400 foreign tourists (15%). The newly-
opened Brewery Museum in Żywiec had 103 000 visitors in the period from
September 2006 to February 2008, a very high visitor total for this type of
facility. The industrial heritage related to mining also showed an increase in
tourist numbers after development of the route. The number of foreign
tourists has also increased over the same period. In the Silver Mine, the
number of foreign visitors increased by 18.72% between 2006 and 2007.
Table 3.2. Visitors to Silesia, Poland

“QUEEN LUIZA” COAL
BLACK TROUT DRIFT
YEAR HISTORIC SILVER MINE MINING OPEN-AIR
MINE
MUSEUM IN ZABRZE
2004 67 636 40 880 9 510
2006 66 812 41 212
2007 75 327 44 200 16 753
In Romania, annual programme evaluations revealed a small growth in

the number of tourism associations and accommodation providers in the
region, a growth of traditional craftsmen (potters) from just a handful of
people to over 70 in 2007 and a 10 % increase in tourist numbers.
In Australia, visitor numbers to the Port Arthur Historic Site have grown
significantly since the funding programme commenced in 2000. An
economic assessment of Port Arthur’s state-wide contribution indicates that
there has been a 52 % increase in Gross State Product (GSP) from
AUD 16.454 million in 1999 to AUD 25.098 million (EUR 14.6 million,

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USD 23 million) in 2003 and, in employment terms, an increase of 57% in
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full time equivalent (FTE) employees from 182 to 286 for the same period.
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In Austria, the region of Vorarlberg has seen a considerable increase in
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visitors to cultural institutions and events over the past two decades. For
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example visits to the Bregenzer Festspiele event grew from 126 000 in 1987
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to almost 200 000 in 2007. In 1997 the special edition of the festival
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organised to celebrate the 200th anniversary of the composer Franz Schubert
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attracted a record total of 211 000 visits, underlining the added value of r
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narratives attached to iconic figures. The number of visits to tthe u
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Schubertiade also grew from less than 10 000 in 1985 to over 40 000 in
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2007.
In Italy, the popularity of cultural routes among consumers is indicated
by the volume of visits to cultural sites integrated into the itinararies. Sites
along the Phonecian Route attract more than 2 million visitors a year.
Physical visitors are also matched by virtual ones: the Internet site
www.viafrancigena.eu attracted 55 144 unique visitors in April 2008 alone.
Many destinations have now started to develop more structured
monitoring programmes which can help to identify the effects of specific
marketing programmes. In the U.S., for example, many states use visitor
surveys to estimate the economic impacts of cultural tourism programmes
(Box 3.17).
Box 3.17. Colorado: Evaluating heritage tourism
According to Longwoods International’s 2003 Colorado Visitor Study, there were

21.3 million overnight pleasure trips to Colorado that year. Approximately 5.1 million trips
(24%) included a visit to at least one historic area – for example, visitors who visited the
Healy House Museum and Dexter Cabin in Leadville, explored the Ancestral Pueblo
culture’s cliff dwelling at Mesa Verde National Park, rode the Georgetown Loop historic
railroad, or took a tour of the Molly Brown House in Denver.
The estimated USD 1.5 billion in direct expenditures by heritage tourists in 2003
generated an additional USD 1.9 billion in indirect economic impacts, for a total impact of
USD 3.4 billion. The spending by heritage travelers also generated an estimated
USD 1.1 billion in total earnings by Colorado workers and 60 964 jobs.
Source: Colorado Visitor Study
In Korea, the promotion of spiritual heritage is not only generating

visitor and expenditure effects, but increasing cross-cultural communication
as well (Box 3.18).

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Capacity of tourism and culture as drivers of attractiveness and
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Tourism and culture have the potential to act as drivers of attractiveness,
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provided there is co-operation between the two sectors. In addition, the most
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successful regions are those which recognise the wider implications of the
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relationship, particularly in the areas of attracting new residents and inward
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investment. At present these issues are rarely considered in programmes of
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cultural and tourism development, because these sectors are individually rAn
associated with narrow sectoral development. However, thereLis e c tu
growing
evidence that culture and tourism may act as a powerful combination to
attract people and investment.
Box 3.18. Korea: Generating material benefits from spiritual tourism

A survey of 360 foreign participants in the Temple Stay programme indicated that the
main motivations were “experiencing Korean traditional culture (Buddhism)” (55.8% of
participants), “interest in Buddhism” (21.1%), and “desire for having an opportunity for
self-reflection” (5.8%). The main benefit that participants gained from their stay was “new
cultural experience (Buddhism)” (54.2%). More than 79% of respondents agreed that the
Temple Stay has high potential to be developed as a cultural tourism resource.
In the first year of its operation less than 1 000 foreigners participated in the programme,
compared with 2 000 in the first seven months of 2007 alone. In total, the 72 participating
temples hosted over 69 000 visitors in 2007. The government has supported this programme
through the Tourism Development Fund. In 2007, more than KRW 1.5 billion
(EUR 964 000, USD 1.5 million) were provided to promote the Temple Stay programme,
including the development of temple infrastructure (such as accommodation facilities,
roads, toilets, etc.), publication of promotional materials such as guide books, videos,
magazines, familiarisation tours and training programmes. The Korean government will
also invest more than KRW 248.9 billion (EUR 159 million, USD 251 million) in the
Temple Stay programme over ten years for developing cultural tourism products as a
resource in Korea.
The evidence from the case studies presented here indicates that the
main factors linking tourism and culture to competitiveness and
attractiveness include:
• Ability of culture to provide distinctiveness.
• Ability of tourism to support tangible and intangible culture.
• Role played by regional stakeholders.
• Leadership qualities of public sector stakeholders.
• Administrative arrangements for tourism and culture.

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The most successful cultural and tourism regions seem to be those that
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manage to lead inclusive groups of stakeholders from both public and
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private sectors in developing and marketing a wide range of cultural and
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creative resources for tourism. These resources also tend to be developed in
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such a way that they add to, rather than diminish, regional distinctiveness
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and underline the authentic culture and creative expressions of the region.
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Successful policies are also those which take a wide approach to culture and
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tourism, seeing them as factors which can boost the attractiveness of
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destinations not just to visit, but also as destinations to live, work and invest r
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in. The case study of Barcelona (Box 3.19) is particularly instructive tu
in this
respect, particularly as the development of cultural tourism arguably
stemmed from a cultural, rather than a tourism imperative (Dodd, 1999).
In terms of the “visit-live-work-invest” aims of much regional policy, it
is important to point out the role of migration in forging cultural and
economic links between distant destinations. The presence of a diaspora
abroad can generate considerable flows of visitors with a specific cultural
interest in a region. These visitors may also be more likely than others to
live for a while or study in the region, open a business or make other
investments (attracting such visitors is one of the functions of the
immigration museum being developed in the Peloponnese in Greece –
Box 3.9).
Box 3.19. Barcelona: A place to live, work, invest and visit
In common with many other regions, the metropolitan region of Barcelona in Spain is
developing policies which position the region as a place not only to visit, but also to live,
work and invest. The realisation that these different functions of the city are intertwined is
also evident from the residents and visitors themselves.
Visit
Tourism to Barcelona has increased dramatically since the city hosted the 1992 Olympic
Games. The number of overnight stays has grown from 3.7 million in 1990 to 13.6 million
in 2007. Much of the growth has come from cultural tourism, with the number of visits to
the Sagrada Familia increasing from 1.4 million in 2000 to 2.5 million in 2006 and the
Fundació Joan Miró doubling its visitors to almost a million over the same period. Tourists
give an overall evaluation of the quality of their visit of 8.2 out of 10.

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Box 3.19. Barcelona: A place to live, work, invest and visit
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(continued)
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For the ninth consecutive year, the 2006 European Cities Monitor considered Barcelona
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to be the European city offering the best quality of life for workers. Benchmarking in
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European Service of Public Transport scored Barcelona highest in overall satisfaction with
public transport (83%). Tourists also feel that Barcelona is an attractive place to live –
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almost 50% of visitors interviewed in Barcelona in 2004 agreed that they could imagine
L eancimportant
living in the city. Resident surveys also show that they feel tourism makes
contribution to supporting culture. In 2006, 81% of Barcelona residents agreed that tourism
helps to support the cultural institutions in the city.
Work
The economically active population of Barcelona increased from 68.8% in 1997 to
74.2% in 2003, well above the Spanish national average (69%). The level of unemployment
fell from 21.6% in 1986 to 10.8% in 2001.
Invest
According to Earnst and Young, Catalonia was the third European region for
international inward investment projects (368 projects or 13%) during the period between
2000 and 2004 (after London and Paris). The volume of effective gross investment in
Catalonia also increased by 42% between 2004 and 2005. Barcelona has continued
consolidating its position as one of the most outstanding European cities in terms of growth
in gross value added. Data published by Cambridge Econometrics for the period 2001-07
place Barcelona in ninth position in the European ranking. European Cities Monitor 2006
report shows that the city has moved up one position since the previous year. Barcelona
now occupies fourth place in the table of best business cities.
The relationships between tourism and culture and the attractiveness of Barcelona are
well understood by the local population. In a survey of residents, attitudes to tourism in
2007, 84% agreed that tourism improves the international image of the city, 81% that it
strengthens the economy and 77% that it generates employment. When asked about future
strategies for the development of tourism, 92% were in favour of developing cultural
tourism.
The role of residents in promoting and developing cultural tourism has also been
recognised by Creative Tourism Barcelona, which has used the strong flow of visitors
attracted by the creativity of the city to provide a forum for creative exchange between
visitors and residents. The website (www.barcelonacreativa.info) acts as a broker service,
linking creative people who want to visit Barcelona with local artists and cultural
associations. It finds venues for people who want to perform, and courses for those who
want to learn. This programme has been one of the factors in a strong growth in tourists
learning the local Catalan language in the past two years.
Sources: Turisme de Barcelona 2007, Richards 2006, Observatori Barcelona

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CHAPTER 4. CONCLUSIONS, POLICY IMPLICATIONS AND LONG-TERM CHALLENGES – 65
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Chapter 4. Conclusions, Policy Implications and Long-Term
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Challenges
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Conclusions
This review has indicated the importance of culture and tourism as

drivers of attractiveness and competitiveness. It seems that most regions are
now actively developing their tangible and intangible cultural assets as a
means to develop comparative advantage in an increasingly competitive
tourism marketplace, and to create local distinctiveness in the face of
globalisation.
Culture and tourism are linked because of their obvious synergies and
their growth potential. Cultural tourism is one of the largest and fastest
growing global tourism markets and the cultural and creative industries are
increasingly being used to promote destinations and to increase their
competitiveness and attractiveness. The increasing use of culture and
creativity to market destinations is also adding to the pressure of
differentiating regional identities and images. A growing range of cultural
elements are being employed to brand and market regions. Culture and
tourism are therefore essential tools to support the comparative and
competitive advantage of regions in global markets.
Regions can develop considerable synergies between culture and
tourism which can increase their attractiveness as destinations to visit, live
and invest in, enhancing their competitiveness. In order to achieve this,
partnership is essential. The complexity of both the tourism and cultural
sectors implies that platforms must be created to support collaboration, and
mechanism must be found to ensure that these two sectors can communicate
effectively.
The growing scope of “culture” and the cultural and creative industries
also means that regions need to adopt a broad approach to culture, which
includes not just physical heritage, but also intangible heritage and
contemporary creativity. The approach to partnership also needs to be
broader as well, going beyond the bounds of traditional heritage tourism and

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66 – CHAPTER 4. CONCLUSIONS, POLICY IMPLICATIONS AND LONG-TERM CHALLENGES
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embracing artistic creativity and the lifestyle and “atmosphere” of the
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destination. Such trends are underlined by the recent UNESCO Convention
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for the Safeguarding of Intangible Cultural Heritage, which has created a
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new avenue for regions to bring their intangible cultural treasures to a global
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audience. This offers particular opportunities for regions where the physical
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cultural heritage may not be as plentiful, but where the diversity of
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intangible culture is very rich (particularly in Africa, Asia and Latin
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America).
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One of the problems with adopting such innovative approaches to tthe
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relationship between culture and tourism is the relatively traditional
approach to culture and tourism taken by most regions. A recent survey of
cultural tourism policy makers in Europe concluded that “cultural tourism in
Europe is traditional rather than innovative. …. it was agreed that the
traditional cities for cultural tourism in Europe are not innovative enough,
resulting in a loss of market share in favour of relatively new destinations
and cities with innovative products.” (European Travel Commission, 2005)
One of the reasons for this is the lack of imagination in policy making in
general. As the Association of Regional Observatories (2005:29) argues:
“Competition has pushed local and regional policy toward the easy solution:
homogenisation of the 'place product' because the market is the same
(globalised) set of investors, tourists, consumers.” In their efforts to cater to
the needs of such markets, it appears that regions often come up with the
same solutions to the problem of linking culture and tourism to increase
attractiveness.
Table 3.1 underlines the extent to which regions across the globe are
developing cultural itineraries, which have very much the same form and
managerial structure in different locations. Similarly, regions identify and
copy innovations from each other very easily: the success of Bilbao with the
Guggenheim Museum is a much sought-after innovation – there are
currently 60 cities in the queue to open a new Guggenheim Museum
(Richards, 2007).
The copying of models of cultural development also extends to the field
of intangible culture, as the proliferation of festivals and cultural events
testifies. The success of the European Capital of Culture has spawned
imitators across the world, and the competition to win the title has
intensified. Cities and regions are now spending large sums of money just to
compete for the title and the branding and marketing benefits it brings
(Richards and Palmer, 2007). Similarly, a growing number of regions are
vying to have their intangible heritage designated by UNESCO, in the hope
that this will generate cultural tourism in the same way that World Heritage
Sites have already done.

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In their search for a “quick fix”, many regions seem to be ignoring the
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growing evidence that effective cultural and tourism development is a long-
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term process. The case studies of Glasgow and Barcelona in the current
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report underline this point. Both of these cities began their cultural
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development programmes in the early 1980s, and it is only now that they are
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beginning to see the full benefits.
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The evidence presented in this draft report makes it clear that in addition
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to developing innovative and creative strategies to link culture and tourism, r
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regions also have to communicate their products effectively to clearly
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identified target markets. The use of Internet to promote regional culture and
tourism is becoming indispensable as a promotional tool, but the marketing
message needs to be delivered to tourists with the motivation to consume the
cultural products of the region. More work needs to be done on identifying
the elements of the cultural product and the resulting cultural experiences
that are likely to be successful in global markets.
Developing a profile for the region is clearly easier with effective
collaborative marketing. Many regions are developing stakeholder networks
which can support such initiatives, but the marketing proposition is still
based largely on products which share a physical space rather than clearly
identified theming or links to specific target markets. Regions need to target
more effectively, as well as linking together the different parts of their
product in terms of “visit, work, live, invest” benefits if they are to fully
develop their attractiveness and competitiveness.
Policy implications
The most important policy implication seems to be that leadership is

required to provide the long-term vision, positioning, partnership
arrangements and innovative products necessary to succeed in a highly
competitive global market. A long-term view is particularly important
because changing the image of a place or increasing its attractiveness is not
something that happens overnight. In most cases, a period of 20-25 years is
required to realise the full benefits of sustained interventions in the field of
culture and tourism, as the examples of Glasgow and Barcelona indicate. A
whole series of steps need to be taken to develop a successful synergy
between cultural and tourism, and these need an adequate policy framework
to be established.
The most important aspect in linking tourism and culture is to develop
an effective partnership between stakeholders in the two sectors. In many
cases the problem is that there are different approaches: the profit motive vs.
non-profit, markets vs. public, etc. The role of any platform trying to bring

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these two sectors together must be to identify their common interests and to
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act as a mediator between them. It is clear that there is a common interest in
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the attraction of people to the regions in which they are based, but very often
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differences in approach get in the way. In the tourism sector it is normal to
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speak about visitors, conceived of as customers or clients, whereas the
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cultural sector is more concerned with residents, usually seen as audiences
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or citizens. When it is made clear that tourists are also part of the cultural
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audience (albeit having travelled further to participate) then these
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differences can be overcome. An r
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As well as partnership between tourism and culture, it is also important
to build other forms of partnership, for example with other regions, between
the public and private sectors and between a region and its citizens. Links
between regions can extend the cultural opportunities available to tourists
and help to support new and innovative product offers. Working with the
private sector is essential for attracting investment and continuing to
improve the quality of both the cultural and tourism offer. Convincing
residents of the benefits of tourism development is increasingly crucial as
they come to form the core of the cultural and creative tourism experience.
Migrant groups among the resident population are also important partners,
not only because cultural diversity adds to the attractiveness of regions, but
also because their links with their home culture can also provide important
motivations for visitation.
As residents become more important as hosts for cultural tourists,
alternative, non-commercial forms of accommodation may also grow in
importance (for example couch surfing and house swapping). Research in
Indianapolis (Fu, et al., 2007) suggests that up to 40% of cultural tourists
stay with friends and relatives and the ATLAS data also suggest that in
many destinations over 30% of “cultural tourists are staying in non-
commercial accommodation. Regions may therefore have to look much
wider than the commercial tourism sector to host cultural tourism, and they
may also have to look further than the traditional ‘cultural sector’ to provide
the kind of attractions that many cultural tourists are seeking” (such as the
Korean Temple Stay Programme – Box 3.18).
In order to attract these “long distance audiences”, however, it is
important that they are made aware of what the region has to offer. The
natural reflex of the destination region is to exhibit every aspect of the local
culture, underlining the richness and variety that the visitor can encounter.
This product based approach very often ignores the fact that the visitor has
little or no knowledge of the local culture, and is unlikely to be impressed
simply by cultural diversity, because they also tend to come from equally
rich and varied cultural regions. The key point is that destinations need to
identify aspects of their cultural offerings which are likely to appeal to

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specific target groups from the tourist population they are trying to attract.
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In this sense, tourism marketing is no different from cultural marketing.
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Cultural institutions have long been used to targeting specific groups within
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the local population to attract them to their productions. The tourist
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audience, however, still tends to be treated as a single target group, when the
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reality is that tourists are likely to be just as varied in their tastes as the local
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audience.
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This is also an important implication of the increasing competition rAn
between regions for an increasingly global cultural audience. Regionsctend
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to think of themselves and their culture as “unique” (which of course they
are). At the same time, they have to convince different stakeholder
audiences that they have everything. In the Trenčín region of Slovakia, for
example, the slogan chosen to underpin the new branding is “the region
where you will find everything!”. However, this broad brush approach does
not tend to strengthen regional branding, and it does not help to establish a
distinctive regional identity. One of the key roles of regional tourism
authorities, therefore, is likely to be in making choices between the many
products that could be promoted for cultural tourism, and finding
combinations of products which create distinctiveness and support the
development of authentic regional culture.
In thinking of ways to create distinctiveness, regions also need to look
beyond the commercial providers of tourism products to seek out new and
innovative products. It is symptomatic of the attitude of the tourism sector
that “non-commercial” activities are seen as a problem rather than an
opportunity. In reality, as cultural tourists increasingly search for
“authentic” experiences of “everyday culture”, they are more likely to avoid
commercial products.
Long-term challenges
In the long term, therefore, regions will have to be increasingly

innovative in the way they develop, manage and market culture and tourism.
This is particularly true if they want to extract the full range of benefits from
this relationship for people who visit, live in, work in and invest in the
region. The following are issues that regions will likely have to address.
Challenges of funding culture

One of the major issues for the cultural sector is funding. As culture is
often seen as a necessity to which all should have access, cultural goods and
services are often priced low to facilitate this. As a consequence, the

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economic benefits to be derived from tourism are often limited for the
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cultural institutions themselves. As regions come under increasing pressure
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to justify funding for culture along with all other public goods, then it is
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important that the cultural, social and economic value of culture does not go
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unnoticed. It is important that regions find mechanisms to ensure that some
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of the economic benefits generated by tourism flow back to the cultural
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institutions which generate them.
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Need to create sustainable relationships and avoid tourism damaging
cultural resources
At the same time, it has to be recognised that cultural tourism may place
a greater burden on the cultural infrastructure and the local community than
other forms of tourism. Although cultural tourists are perceived as “good”
tourists because of their cultural interest, this interest may itself cause
problems. The desire to experience the “local” and the “authentic” culture
may place visitors in competition with local people for certain services and
resources. Cultural tourists are also more likely to want to visit cultural
attractions which are vulnerable to visitor pressure, and which may require
special management and conservation measures as a result.
Integrating cultural, tourism and national/local development

strategies
It is clear that most regions now recognise the benefits of integrated
development strategies which tackle issues related to living, working,
investing in and visiting the region. In many cases, policies that are
beneficial for residents will also be attractive to visitors, and vice versa. A
good example is the “slow cities” movement which started in Italy. The
philosophy of developing a city with a slower pace of life, a slower way of
preparing and eating food and a richer network of contact between residents
is also extremely attractive for tourists. In other words, it is also important
for policy makers to think in an integrated manner about the relationship
between tourism and culture, and how they both affect the life of the region
as well as how they make it more attractive for visitors.
Dealing with multicultural societies and intercultural dialogue

It is also clear that regions everywhere have to deal with increasingly
diverse resident populations. At first sight this may seem to be problematic
in presenting local culture to visitors, since the stereotypical relationship of
one population group with a single region is increasingly tenuous. At the
same time, however, a growing number of regions are also beginning to

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embrace diversity as a resource for culture and tourism. This should not be
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viewed as a one-dimensional relationship between ethnic “enclaves” and
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tourism consumption, but rather as a creative source which can not only
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generate new forms of cultural attractiveness, but which ultimately create
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new relationships between regions around the globe.
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Analysis”, ATLAS/TRAM, Arnhem.
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UNWTO (1985), The State’s Role in Protecting and Promoting Culture as a
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Factor of Tourism Development, UNWTO, Madrid.
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UNWTO (2004), Tourism Market Trends, UNWTO, Madrid.
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Wikhal, M. (2002), “Culture as Regional Attraction: Migration Decisions of
Highly Educated in a Swedish Context”, paper presented at the European
Regional Science Association (ERSA) Conference, 27-31 August 2002.

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PART II. CASE STUDIES FROM FIVE OECD MEMBERS – 77
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Part II. Case Studies from Five OECD Members
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CHAPTER 5. INTRODUCTION – 79
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Chapter 5. Introduction
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The current analysis is largely based on original case study c tu
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supplied by selected OECD countries. These and other relevant case studies
identify best practice examples of how culture can be used to enhance
regional attractiveness. This book also analyses the available secondary
information relating to:
• Volume and value of tourism related to cultural assets.
• Factors attracting tourists to culture.
• The importance of culture as a factor in destination choice.
• Strategies for developing culture for tourism.
• The articulation between tourism and cultural policy.
• Trends in cultural consumption.
Case studies have been provided by Australia, Austria, France, Greece,

Italy, Japan, Korea, Mexico, Poland, Portugal, Romania, Slovakia and
Turkey. Each case study was prepared in a rather comparable format, which
include the following elements:
• Background of the location/territory and inventory of cultural resources.
• Issues related to destination attractiveness.
• Typology of programmes (location branding, rejuvenation of the

location, attractiveness of the location, competitiveness of the location).
• Programme features.
• Institutions and agencies responsible.

80 – CHAPTER 5. INTRODUCTION e _it E d it
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• Lessons learnt and evaluation.
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The standard case study format allowed comparisons to be drawn
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between destinations in different parts of the world, as well as the
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identification of common themes in the relationship between tourism and
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culture. Examples taken from the case studies were also used throughout
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CHAPTER 6. THE PORT ARTHUR HISTORIC SITE, AUSTRALIA – 81
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Chapter 6. The Port Arthur Historic Site, Australia
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Introduction
This case study presents the characteristics of the Port Arthur Historic
Site and its origin, structure and potential in relation to driving attractiveness
of the location.
It is noted that attractiveness is seen as just one of the many elements
that make up the overall competitiveness of a location. The process of
attraction is multi-dimensional and its success relies on a sound combination
of its constituent elements.
It is important also to acknowledge that a wide range of political,
economic, social and legal factors also impact on attractiveness.
Background
Site characteristics
The Port Arthur penal settlement began as a small timber station in
1830. The initial decade established the first manufactories including ship
building, shoemaking, smithing, timber and brick making. The 1840s
witnessed a consolidation of the industrial and penal nature of the settlement
as the convict population reached more than 1 100.
Port Arthur Historic Site is a place of cultural significance for
Tasmanians and Australians alike, as well as being of considerable
relevance to international visitors, particularly those from the British Isles
and nations with a shared British colonial history.
The site has been a significant visitor attraction since it ceased being a
prison in 1877, and has played an important role in the development of
tourism infrastructure, investment and community in the region.
The influx of tourists following the settlement’s closure created a
financial base for the fledgling Port Arthur community and by the 1930s the

82 – CHAPTER 6. THE PORT ARTHUR HISTORIC SITE, AUSTRALIA e _it E d it
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Port Arthur area had three hotels, two museums, and a number of guides
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(www.portaarthur.org.au, 22 February 2008).
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The site is managed by the Port Arthur Historic Site Management
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Authority (PAHSMA) and is the largest employer in the municipality. It is
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also the state’s most visited tourist attraction, drawing approximately
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250 000 Tasmanian, Australian and international visitors each year to its
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daytime activities, and a further 45 000 to 50 000 annually for evening
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Historic Ghost Tours. r
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The PAHSMA Branding Strategy (2008) for the site articulates L e c tits
essence as a historic centre of preservation, interpretation, interaction and
education in respect to Tasmania’s (and Australia’s) history and heritage.
The key values are:
• About convict history
• About Australia’s heritage
• National significance
• Authenticity
• Thought provoking
Structure
The site’s own cultural assets, together with the Tasman region’s natural
environment and diverse economic activity, form the basis of a unique
selling proposition for the site specifically and the destination generally.
However, central to the success of the development of the site has been
the implementation in 2000 of an ongoing program of recurrent (five-year)
funding. PAHSMA has to date received AUD 14 million over seven years
from the Tasmanian government, commencing in the financial year 2000-
011, specifically for conservation and interpretation work plans as set out in
the 2000 PAHSMA Conservation Plan.
This funding mechanism allows the site to manage tourism services
from tourism revenue while at the same time preserving the site by funding
for archaeology, conservation and interpretation projects. Consequently, the
PAHS has been able to extend the location’s attractiveness for visitors,
residents and investors and increase its competitiveness.

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The move to recurrent funding from the previous structure of annual
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funds arose partly in response to a sharp decline in visitation following the
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Port Arthur massacre of 19962. This alteration has led to a significant
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increase in the capacity of PAHSMA, a state government business
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enterprise, to develop sustainable heritage conservation, management,
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marketing, communications and product development programs.
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At the same time, the funding has enabled PAHSMA to meet the
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Authority Act 1987 which defines the functions of the PAHSMA as: c t u
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• Ensuring the preservation and maintenance of the Historic Site as an
example of a major convict settlement and penal institution of the 19th
Century.
• Coordinating archaeological activities on the Historic Site.
• Promoting an understanding of the historical and archaeological

importance of the Historic Site.
• Promoting the Historic Site as a tourist destination.
• Providing adequate facilities for the use of visitors.
Contribution of the cultural asset

The contribution of the Port Arthur Historic Site to the development of
Tasmania can be valued through use, both direct (recreational, commercial,
educational, aesthetic and social) and indirect (research dissemination and
non-use values for example, pure existence and vicarious consumption
values). Visitor numbers to the site have grown significantly since the
recurrent funding program commenced in 2000 (Table 6.1).
Although the trend was upward from 2002, coinciding with additional
sea and air access to Tasmania, numbers softened in 2006-07 in line with
reduced leisure visitor numbers to the State. It is to be noted that in the
current year, this trend has been reversed, with increased numbers and
market share to Port Arthur Historic Site.

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Table 6.1. Australia: Visitor number increases in Port Arthur Historic Site
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YEAR DAY VISITORS GHOST TOUR VISITORS
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2006-07 237 664 46 765
2005-06 251 000 53 500
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2004-05 253 362 56 542
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2003-04 253 122 58 951
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2002-03 226 154 54 836
2001-02 201 099 48 975
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An economic assessment of Port Arthur’s state-wide contribution has
been calculated based on the final demand for Port Arthur’s services through
its turnover. This is a 52% increase in Gross State Product (GSP) from
USD 16.454 million in 1999 to USD 25.098 million in 2003 and, in
employment terms, an increase of 57% in full time equivalent (FTE)
employees from 182 to 286 for the same period.3
These increases are largely attributable to the recurrent funding
mechanism that has enabled the site to sustainably plan, recruit staff
(particularly professional conservation staff) and innovate.
Issues related to enhancement

The following projects, undertaken up to and including 2007,
demonstrate the successful diversification of the PAHS product offering and
the ways in which the site provides competitive advantage for the region:
• Reconstruction of the Government Gardens (researched through
archival, archaeological, pictorial and pollen analysis).
• A ten-year partnership with local operators in a ferry service at the site.
• The implementation of a direct ferry route from Hobart to Port Arthur.
• Opening of the Point Puer4 site to visitors.
• A new Interpretation Plan incorporating a thematic approach.
• An Orientation Tour to the Isle of the Dead.5
• Introduction of Garden and Archaeology Tours.
• Refurbishment of the Port Arthur Museum.

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• Visual interpretation of the Asylum Building.
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• A Summer Plays Public Program.
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• New visitor information booklets.
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• Summer Public Archaeology Programs6.
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Development of a Port Arthur Convict Database (with an excess
6 500 convicts).
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• Opening of the Convict Study Centre.
• Convict Water Supply Trail.
• Participation in the Ten Days on the Island7 Festival.
• Introduction of a two-year visitor pass targeted at the intrastate market

(Ticket of Leave).
• Presentation of “130 years of Tourism at Port Arthur”, an exhibit that

forms part of the 2008 Tasmanian Heritage Festival.
• Dockyard Precinct where, over a 14-year period, approximately 200

vessels were built ranging from whaleboats to ships of 300 tons - the
project includes two buildings for museum and related interpretive
purposes.
Of particular significance has been a focus on strengthening the site’s

relationship with the local community via:
• Provision of substantial financial support for the local regional tourism
marketing association.
• Community forums and a “Port Arthur Talks” program.
• Free entry to the site for Tasman Peninsula residents.
• Sharing of conservation expertise with local tourism operators.
• Assistance with funding applications from local tourism operators –

owners of significant heritage property assets.

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• Sponsorship of local clubs and organisations, schools and sporting
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• A series of major events on site.
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A comprehensive work experience programme with the Tasman District
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School.
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Conservation and heritage workshops promoting best practice
conservation methodology.
The attributes of the PAHS have been further enhanced within the
context of its location – the Tasman Peninsula.
The Tasman Peninsula is noted for its spectacular coastal scenery
(including ancient sea cliffs reaching heights of 300 metres), endemic flora
and fauna, and internationally significant geological features including the
Tasman National Park, Eaglehawk Neck and State Reserves.
The range of habitats found within the small and insular environment of
the Tasman Peninsula provides for high natural diversity. Flora and fauna
are in a relatively natural state, with several species endemic to the
peninsula and several birds listed as threatened species frequenting this area.
These natural assets have given rise to a number of complementary
activities including nature-based tourism businesses such as sea cruises,
fishing charters, wildlife parks and walking tours.
Interaction between local and state government

PAHSMA’s close association with the Tasman Council8 has resulted in
several key development initiatives, one of which was the formation of the
Tasman Tourism Development Strategy (TTDS) in 2005.
The TTDS is a three-year strategic tourism plan that was initiated by the
council with a funding grant from the Tasmanian government’s tourism
marketing and development arm, Tourism Tasmania. The plan assesses
national, state and local trends and macro-economic factors in relation to
tourism in the region.
The strategy is a blueprint for the further development of the region and
a key recommendation was the development and promotion of a “new” set
of experiences to complement those currently existing on the Peninsula.
The strategy clearly aligns with Tourism Australia’s focus on the need
to highlight experiences that best meet the motivations of Australia’s target

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audience while differentiating the destination from the competition, in fact
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“this approach will expand the experience palette for Australia, generate
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greater conversation and involvement with the destination, increased
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dispersal and ultimately, higher spend and revenue for the Australian
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industry.” (www.tourismaustralia.com, 27 February 2008)
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The following criteria were utilised in the Tasman Tourism
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Development Strategy 2005 to assess gaps and opportunities. Ability to:
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• Increase visitor expenditure.
• Increase overnight stays.
• Encourage private investment.
• Encourage public investment.
• Benefit the local community.
• Help protect existing market share.
• Enrich the overall visitor experience in the region.
The strategy will facilitate the development of sustainable tourism and

hospitality initiatives that address these criteria. For instance, a new
initiative in the area is the proposed Three Capes Track,9 a walking and
water experience currently being developed utilising a cross-government
agency approach.
The TTDS forms part of a wider partnership with the Tasman Council
and State Government through PAHSMA. Initiated in May 2004, a
partnership agreement between PAHSMA and the Tasman Council was
completed in May 2007 and has contributed to a range of positive outcomes.
The achievements of the PAHSMA and Tasman Council agreement are
illustrated through such activities as the Tasman Community Arts Group,
concerts, regional brochures, and funding for infrastructure in the form of
boating and visitor facilities. The agreement has also contributed to the
overall social, intellectual and economic life of the Tasman Peninsula
including:
• Sponsorship arrangement with the local community radio station,
Tasman FM.

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• Sponsoring a local group “The Barking Dawgs” to enable them to
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promote a week of performances in Hobart and regional areas.
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• A ceremonial service commemorating the tenth anniversary of the Port
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Arthur Massacre.
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An agreement to allow several local Port Arthur businesses to connect to
the Port Arthur Wastewater Treatment Plant (PAHSMA operates the
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The support of the State Government has brought financial stability to
the PAHS which has enabled the site to work collaboratively with local
government and industry stakeholders to harness the natural and economic
resources of the region and drive investment in tourism infrastructure to
deliver benefits throughout the region. In short, this work enhances the
attractiveness of the region.
Issues related to the operating environment
Role in marketing the region

PAHSMA has played a pivotal role in respect to tourism promotion on
the Tasman Peninsula, most recently through its role as a major financial
contributor to the regional marketing organisation, Port Arthur Region
Marketing Ltd (PARM), which operated between 2000 and 2006.
During this period PARM was the primary marketing agency for the
Historic Site and for tourism in the Tasman region generally. However,
following a strategic review of PAHSMA’s marketing operations
undertaken in 2006, and the renewed “whole of region” focus of the TTDS,
PAHSMA decided to reduce its funding support of PARM. This resulted in
the dissolution of the organisation and its associated Visitor Information
Centre operations being transferred to PAHMSA.
In 2007, the Port Arthur and Tasman Tourism Association (PATTA)
was established with financial support from both PAHSMA and the Tasman
Council in keeping with a key recommendation of the TTDS.
PATTA is a membership-based local tourism promotion entity
promoting the site and the region through support from the Tasman Council
and PAHSMA, as well as by membership subscriptions and occasional grant
funding.

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Within the wider environment, PAHSMA’s activities are heavily
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influenced by changing patterns of tourist visitation to Tasmania. A number
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of recent events have contributed to a shift in consumer behaviour,
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impacting on the Tasmanian visitor market, and resulting in an overall
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softening of recent high growth rates in tourism and industry yield. These
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include:
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• Shorter holidays by Australian travellers.
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Ldollar).
The strengthening of the Australian dollar (decline of the U.S.
• Dramatic fluctuations in fuel prices.
• Increased competition in the domestic marketplace.
• The increased affordability of international travel contributing to

significant changes in domestic Australian travel patterns.
In addition, there is a growing trend by consumers to bypass traditional

booking and information sources such as wholesalers, travel agents and
visitor information centres and book direct. This presents ongoing
challenges for many tourism operators in terms of promotion and
distribution.
Currently, 78% of visitors (2006-07) to the site purchase their ticket on
arrival and 22% purchase in advance through local accommodation
providers, tour operators, travel agents or the Tasmanian Visitor Information
Network. PAHSMA has an opportunity to strategically develop new digital,
online, distribution and product packaging strategies to cater to these
consumer trends.
As Tasmania’s tourism industry continues to grow, the challenge for
PAHSMA is to continue to maximise visitor numbers to the site and ensure
market share is maintained. The proximity to the State’s capital city, Hobart,
enhances this ability.
Location branding
Branding is used to address perceptions of the cultural resources to
develop the image and identity of the location. For this purpose PAHS’s
identified values are:
• Maintenance of the current high ranking values such as history, national
significance, education and “our” heritage.

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• Increased perceptions of authenticity.
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• Pre-visit awareness and familiarity.
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Interactive interpretation.
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Features awareness and familiarity (Isle of the Dead, Point Puer, Audio
Tours, etc.).
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Other key issues to be addressed include: Lect
• Port Arthur’s level of awareness and familiarity in the context of the
overall Tasmanian visitor experience.
• Pre-visit familiarity in the context of increasing satisfaction levels and

duration of visit.
• The continued development and promotion of packages designed to

enhance visitor experience and increase spend per visitor.
• Point of entry education and familiarity at peak times in the context of

enhancing visitor experience.
• Continued promotion to schools.
• Designing location packages for overseas visitors.
• The opportunity to satisfy a growing need for personalised (high end)

visitor experiences where expense is not a key criterion.
A key element of the PAHSMA marketing plan is in articulating

experiences to visitors in order to increase pre-visit familiarity with the
offering leading to visitors' understanding that Port Arthur is a place to hear
stories, connect to the past and perhaps reveal truths about the present and
future.
This in turn has the potential to improve pre-planning of visits,
encouraging a greater number of overnight stays in the area as the value of
the site and the region is better communicated and understood.
As at March 2008, PAHSMA’s marketing plan was still in the
developmental stage, although key elements were being implemented. At
this early stage, visitor numbers in March 2008 were ahead of projections

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and over and above the same period in the previous year, that is, Day
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Visitors for the year were 208 730 and Ghost Tour Visitors were 40 236.
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Rejuvenation of the location
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With the strengthening position of the Port Arthur Historic Site,
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particularly since 2000, substantial expansion or redevelopment of tourism-
related businesses in the Tasman Region has occurred. These have included
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new restaurant and eating facilities, accommodation development including
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conference facilities, adventure water-based experiences and wildlife
viewing options.
Illustrative policies
PAHSMA promotes the place in a manner that increases public
appreciation of the site’s heritage values, while enhancing the quality of the
visitor experience, maximising the economic returns from visitors and
positioning it in the forefront of other tourism sites.
Evaluation of visitors to the Port Arthur Historic Site will continue to be
undertaken on a regular basis to better understand visitor profiles and the
values widely held by Tasmanians and Australians. This information will be
used to assist in the development of interpretive, educational and
information measures and visitor infrastructure that appropriately present the
heritage values of the Historic Site to the community, as well as to improve
the quality of the visitor experience.
Future management actions (PAHSMA Draft Statutory Management
Plan 2007) are to:
• Explore a range of tourism products and admission pricing structures to
enhance the visitor options and financial returns for the Authority.
• Endeavour to ensure that the staff and external stakeholders, including

tourism marketing personnel, develop an understanding of the heritage
values of the Historic Site and PAHSMA's tourism objectives.
• Encourage the participation of staff members in the development of

tourism policies and products for the Historic Site.
• Maintain an overview of all aspects of the marketing of the sites,

including advertising, sponsorship, signs and external contractors, to
ensure compliance with its policies.

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• Regularly review and revise marketing strategies.
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• Continue to provide support and guidance to regional marketing
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Monitor the level of media coverage and messages related to the site and
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its heritage values, management issues and PAHSMA.
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Prepare a program for regular research, monitoring and evaluationtof
visitors to the Historic Site. Lec
• Evaluate market research to determine whether relevant management

objectives are being achieved.
Future projects
• The Separate Prison – document and scope of works to conserve and
interpret the Separate Prison complex with the assistance of a Federal
national heritage grant.
• The Penitentiary – a flagship project over five years involving total

replacement of the existing support and viewing structure and providing
a physical and conceptual platform for delivery of a state of the art
interpretation program.
• The Military Precinct – the development of an innovative approach to

interpreting the above ground elements of what was a complex military
landscape with substantial structures.
• World Heritage Listing – The Port Arthur and Coal Mines Historic Sites
in conjunction with a number of convict sites in three Australian states
and Norfolk Island have prepared a serial nomination for World
Heritage Listing (lodged in January 2008). The nomination will be
assessed over the 2008-09 year. Successful nominations will be
announced at the annual meeting of the UNESCO World Heritage
Centre in June 2009.

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Lessons learnt and evaluation
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The Authority reassessed its marketing strategy during 2006 in response
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within Australia and Tasmania in particular.
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As a result of the review, PAHSMA appointed a full-time marketing
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manager to its staff and is developing a renewed strategic marketing plan for
the organisation.
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Visitor research undertaken in late 2007 identified four Lcore c tu
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segments based on motivation to visit and response to the Historic Site.
These segments are not related to demographic factors in any way – instead
they are a product of individual preferences and experience.
The four segments were similar in magnitude, each accounting for
between 20% and 30% of visitors, they are described as:
• The Entertainment Seekers – seek activity and “interactive” experiences
(the site’s summer History Plays program is a highlight).
• The Emotional Responders – tend to be more moved by the scenic

appeal, location and history, both colonial and recent, of the site.
• The Information Seekers – keen to find out more about the site, its
stories, history and experiences, to gain a deeper appreciation and
understanding.
• The Tourists – attracted by the site’s iconic status and reputation, happy
to look but not motivated to develop further engagement.
The survey results have highlighted PAHSMA’s success in developing

high quality interpretation and development programs, that have relevance
and meaning to a diverse set of expectations. All segments surveyed
reported very high levels of satisfaction with their experience at the site with
97% of visitors across all four segments reporting being satisfied or better
with their visit10.
Long-term perspectives
The marketing plan for the site includes key objectives to uphold the
obligations of the PAHSMA under its Act and its Ministerial Charter, while
striving to achieve increased visitor numbers, higher yields and enhanced
promotion of the cultural heritage values of the site.

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The marketing strategy also addresses the enhanced status of the
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Historic Site as a cultural tourism destination as a result of its inclusion in
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the National Heritage List, and potentially, the World Heritage List.
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The marketing plan will aim to further enhance PAHSMA’s reputation
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for innovation and excellence, as well as appreciation of the site’s heritage
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values among a range of audiences beyond tourist visitors, such as students,
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heritage professionals, teachers and researchers.
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In summary, the recurrent funding programme for the PAHS is r An
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evaluated on a regular and ongoing basis through reports, research
statutory performance monitoring. Key identified outcomes to date are:
• A robust long-term conservation outlook for the site and its assets.
• Enhanced interpretation of the site and surrounds, central to which lies

the engagement and education of visitors and the wider community, a
key focus of which has been on research to facilitate truth and honesty
in interpretation.
• Provision of an enhanced “individual” visitor experience and a

broadening of target segments through product development and
engagement with the other sectors including the arts community.
• Development of “authentic” experiences where commercialisation is not

the central precept, which allows space for people to have their “own”
experience, to interact and engage, to have an emotional response, to be
entertained or just pass through.
• Better positioning in response to societal trends that suggest that a broad

spectrum of society is at the point of engaging with history and heritage,
with a clear desire to find out where individual people fit, where they
have come from and where they are going.
• Significant regional investment and partnership, and an increasing

economic impact on the region as the success and viability of the site
encourages greater regional investment in products and infrastructure.
• Ability to attract international standard conservation and archaeological

expertise and plan and scope effectively to capitalise on opportunities
brought about by this enhancement.
• Successful marriage of conservation and tourism operations.

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It should be noted, however, that despite the significant achievements of
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the program, the nature of the funding model means that the authority is
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required to continually expend significant resources on assembling a case to
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the state government as the political landscape evolves.
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Notes
1. Refers to fiscal year (1 July to 30 June).

2. The Port Arthur massacre of 28 April 1996 claimed the lives of 35 people and
wounded 37 others mainly at the historic Port Arthur prison colony, a popular tourist
site in south-eastern Tasmania, Australia.
3. A report commissioned in 2004 by PAHSMA in support of a funding submission to
government for the site’s Conservation Program for 2005-10.
4. The site of an experimental boys' reformatory between 1834 and 1849 of cultural
significance in relation to the reformation of the treatment of young criminals in post-
industrial British society.
5. Between 1833 and 1877, about 1 000 burials took place on the island.
6. Port Arthur runs the largest and longest running recurrent public archaeology program
in Australia.
7. A biennial state-wide arts and cultural celebration.
8. Tasman Council is a local government area of 660 km2 located on the southeast of
Tasmania and encompasses the Forestier and Tasman Peninsulas.
9. In September 2006, the Government invested AUD 100 000 in a feasibility study into
a new iconic 6 day, 5 night bushwalk on the Tasman Peninsula. This was completed
in March 2007.
10. PAHSMA Brand Review Survey, 2007.

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CHAPTER 7. THE VORARLBERG PROVINCE, AUSTRIA – 97
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Chapter 7. The Vorarlberg Province, Austria
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Background
Location and economic development level of the destination

Vorarlberg is the Federal Province located at the most western part of
Austria. From a cross-border perspective, Vorarlberg forms part of the
international Lake Constance area, which includes parts of Germany,
Switzerland and Liechtenstein. The international Lake Constance area is a
region characterised by dynamic growth and a highly developed business
and recreation area; its immediate sphere of influence encompasses the large
urban centres of Stuttgart, Munich and Zurich. Vorarlberg has an area of
2 601.48 km2 and has 363 880 inhabitants (December 2007).
In an international comparison, its economy and living standard in
general, and also its tourism and recreation industry, present a high
development level and above-average growth. The economic structure,
dominated by small and medium-size enterprises, is characterised by new,
knowledge and technology-oriented companies and businesses with an ever
increasing sectoral diversity and by-structures typical of the creative
industries, with particularly high export rates and good competitiveness.
In mid-2006, Vorarlberg housed 8 561 businesses in trade and industry
with a total of 102 020 employees.
Today, Vorarlberg counts among Austria’s and Europe’s most
economically powerful regions. In 2003, the per capita regional product of
Vorarlberg was EUR 29 500, that is, EUR 1 500 or 5.4% higher than the
Austrian average, a figure topped only by Vienna and Salzburg. Compared
with the average of the other NUTS-2 regions in the EU-25 member states,
Vorarlberg’s gross regional product per inhabitant reached 125.6% in 2002.
The share of the individual business sectors in added value also
demonstrates the advanced development level of Vorarlberg’s economy. In
2003, agriculture and forestry accounted for 0.8%, manufacturing for 40%,
and the service sector for 59% of added value generated in the province.

98 – CHAPTER 7. THE VORARLBERG PROVINCE, AUSTRIA e _it E d it
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Situation in tourism
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Vorarlberg is characterised by a topographically fragmented natural
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landscape, consisting of an attractive lake area and extensive forest and
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mountain areas with varying cultural settings. Both from a natural and a
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cultural perspective, the region offers good development conditions for
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winter and summer tourism, as well as summer mountain recreation.
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Vorarlberg has a landscape diversity in such a small area rarely found
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anywhere else. The quality of the landscape experience is to a great extent r
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determined by unscathed natural beauty and various types of cultivation
man, ranging from natural farming to nicely groomed town landscapes.
As a result, Vorarlberg had the means to become not only a modern
industrial province, but also a popular tourist destination. Vorarlberg made
good use of this opportunity. Especially in rural and mountainous areas,
which were less suitable as industrial or trade locations, tourism has
developed well, gaining not only a high economic but also considerable
social significance. From a general point of view, tourism has contributed to
reducing the wealth gap between the increasingly urban agglomeration of
the Rheintal and the mountain valleys and other mountain regions.
Tourism contributed to achieve the objective of sustainably guaranteeing
the basis of livelihood in all geographical regions of the province, an
objective which is also incorporated in Vorarlberg’s Regional Planning Act.
In an ecologically sensitive mountainous region like Vorarlberg, the link
between tourism and agriculture is particularly close. Farming determines
the appearance of large parts of the cultivated area, and greatly contributes
to its maintenance. In addition, agriculture produces high-quality food
supplies for the hotel and restaurant industry, and is also a source of
accommodation as part of the “holiday on a farm” scheme. For this reason,
the attractiveness and competitiveness of Vorarlberg as a tourist destination
is a matter of survival for most regions of the province.
Today, the tourism and recreation industry account for approximately
15% of the gross regional product of Vorarlberg. Up to a total of 12 600
people are employed in the hotel, catering, and cableway businesses.
Tourism today represents one of the pillars of Vorarlberg’s economy. The
contribution of the catering and accommodation businesses to added value
amounts to 6.1%, well above the Austrian average of 4.6%. The
accommodation business registers approximately 8 million overnight stays
each year, the visitors from Germany occupying a market share of around
65%. Other important foreign markets include Switzerland and
Liechtenstein, with a market share of 9%, and the Netherlands with

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approximately 10%. At approximately 11%, the domestic market plays an
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important yet not paramount role.1
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Its relatively high economic and social importance, however, are not the
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only arguments in favour of tourism in Vorarlberg. An international
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Tourism Benchmark Study2 carried out by BAK Basel Economics for the
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Province of Vorarlberg revealed the high competitiveness of Vorarlberg’s
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tourism industry in comparison with twenty other holiday tourism regions in
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the Alps. An r
ct u
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Although the performance of the eight destinations of Vorarlberg
tourism in Vorarlberg as a whole shows a high degree of competitiveness as
compared to other destinations in the Alps, reflected in particular in a
favourable price-attractiveness ratio. In addition, the beauty of the landscape
and low environmental pollution levels constitute good conditions for a
positive development of tourism in the future.
In the ecologically sensitive mountainous landscape of Vorarlberg,
however, the demand for competitiveness cannot represent an excuse for all
possible and conceivable developments and projects in tourism.
There are limits to the strain that the natural environment can be
exposed to. It is the responsibility of the tourism business to ensure that the
products offered have as little an impact on the environment as possible. It is
necessary to continuously monitor development trends in tourism and assess
them as holistically as possible against the background of the targets for the
tourist development of the province. Long-term utility maximisation can
only be achieved when the economic, environmental, and social balance is
kept on the positive side. The results of a study on sustainability in the
Alpine region3 show that Vorarlberg has already embarked on the right
course. Vorarlberg achieved first place in the overall ranking – under
consideration of the strongly networked factors of business, environment
and society.
As a highly developed region, Vorarlberg is presently a tourist
destination with unfavourable cost structures, exposed to international and
global competition from other tourist destinations and cheap holiday
providers from around the world. Despite Vorarlberg’s good general
conditions, this challenging situation seems all but easy to manage.
A possible solution lies in tourism development strategies that make use
of the particular natural landscape and cultural conditions of Vorarlberg in
an ideal, authentic, and distinctive manner, focusing on types of tourism and
business models with a particular added value, distinguished by high know-
how requirements and competence-enhancing links to other sectors and
social development areas. What is needed is high-quality conference and

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seminar tourism marketable throughout the year, skill-intensive health
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tourism with a typical local character, and new forms of culture tourism.
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Implementing forms of culture tourism that make use of the region’s cultural
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heritage in a genuine manner, and also contemporary cultural forms
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appealing to a wider audience, which attract the arts-oriented leading groups
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in highly developed societies seem promising strategies and possibilities for
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survival in the international competition for markets.
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Inventory of cultural resources
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Cultural heritage and customs
Due to their rich cultural heritage and their international, multicultural
character, Vorarlberg and the surrounding Lake Constance area possess
diverse and attractive basic resources for a culturally interesting form of
tourism.
Vorarlberg’s distinctive features are a highly diversified natural and
cultivated landscape in a small area, rich customs, and an interesting
craftsman tradition, which are maintained and presented to this day with
pride and openness for everything new, yet in rejection of cheap forms of
tourist exploitation.
A dynamic arts and culture scene

The cities of the Rheintal present a vibrant arts and culture scene.
Diverse genres of art and culture such as music, performing and fine arts,
literature, and other forms of creative production are cultivated here with a
focus on high quality and a considerable level of discourse and are
performed in attractive locations.
There is often international attention and expert recognition for such
original, creative performances. Culture, arts, and creative productions in
Vorarlberg are subject to a dynamic development in an atmosphere of
openness. Culture tourism in Vorarlberg no longer has to remain restricted
to the use and utilisation of its historic heritage. Tradition and contemporary
art production have entered a mutually inspirational relationship.
Contemporary architecture and cultural heritage

So far, the strongest expression of the exciting relationship between
tradition and modernity and the corresponding cultural identity can be found
in the area of architecture. Today, Vorarlberg is characterised by an

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impressive omnipresence of contemporary buildings, and displays these in a
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direct proximity and connection to the traditional forms of construction and
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settlement of the Alpine Rim.
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Vorarlberg presents itself as an innovative, open-minded culture and
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tourism region with a great aesthetic sense and with the courage and
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willingness for consensus required for novelty to thrive next to tradition.
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As Wallpaper (August 2000) writes “... the most progressive part of the
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planet, when it comes to new architecture”. Anr
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International celebrations, festivals, cultural institutions, and arts
events
Vorarlberg’s decisive potential for long-term success in culture tourism
lies in its internationally renowned and appreciated festivals, arts
institutions, and events, distinguished by an original, locally influenced
creativeness and aesthetic innovations capable of generating international
attention, recognition, and tourist attractiveness. The following institutions
are particularly worth mentioning:
• Bregenz Festival
The unique atmosphere and aesthetic possibilities of the lake stage and
the new Festival House, as well as intentionally experimental event
formats, and the festive atmosphere during the festival at the lake have
made the Bregenz Festival an international top event on the European
summer festival calendar.
Theatre performances on the lake, operas in the new Festival House,
various concerts featuring renowned orchestras, the operetta at the
Kornmarkt, the “Kunst aus der Zeit” series, and special events staged by
the Kunsthaus Bregenz, have transformed the Bregenz Festival into a
tourist magnet and the major attraction on Vorarlberg’s summer agenda.
Christmas specials and a snow opera in Lech-Zürs in Arlberg ensure that
winter tourism, too, can be culturally enhanced and made more
attractive.
• Kunsthaus Bregenz
The Kunsthaus Bregenz constitutes Vorarlberg’s regional centre of

competence in the area of fine arts, and allows the province to stay
connected to the international arts scene and to become itself a location
for arts production and art mediation. The decisive contribution to the
success of the Kunsthaus came primarily from those exhibitions and

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productions that encouraged invited artists to venture into new creations
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within the specific possibilities offered by the Kunsthaus Bregenz and
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Vorarlberg’s cultural landscape. These original productions in public
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spaces attracted international attention and recognition.
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The factor that contributed most to making Vorarlberg and the
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Kunsthaus Bregenz a particularly attractive location for the artists’
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creative work and the audience’s interest in the arts, was, however, the
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communication and mediation commitment so typical of Vorarlberg and r
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especially of the Kunsthaus Bregenz. Art mediation has becomet u
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special feature of the Kunsthaus Bregenz, something thatLisealready
being used and appreciated by international travel and congress
organisers.
In Vorarlberg, the Kunsthaus Bregenz has already become active in art
mediation beyond the city limits of Bregenz. The Kunsthaus Bregenz
organises interesting and spectacular arts and art mediation shows in
collaborating communities and tourist resorts, which attract large
audiences, thus maintaining a culturally enhanced and aesthetically
refined culture and tourism landscape typical of Vorarlberg.
• Schubertiade Schwarzenberg/Hohenems
In a proven mixture of top quality, a spirit of perfection, and

international stars, the Schubertiade Schwarzenberg attracts culture
tourists from all over the world, securing Vorarlberg’s image as a
qualitative, internationally oriented destination for culture tourism.
The Schubertiade has brought an international, wealthy audience to
Hohenems and the Bregenz Forest, which appreciates Vorarlberg’s
special landscape quality and, in addition to the cultural agenda, also
actively uses the recreation, natural landscape, and hiking possibilities
that Vorarlberg has to offer.
• Feldkirch Festival
Through the repositioning of its festival and consistent marketing

efforts, the attractive town of Feldkirch has managed to attract audiences
from the entire Lake Constance area and establish a centre for youth
culture appreciated by tomorrow’s culture tourists from many parts of
Austria, Switzerland, and Germany. The artDesign Feldkirch, an art and
design fair, was established as a new culture-oriented exhibition focus
for Feldkirch.

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• Dornbirn: Jazz, scene, and creative industries
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Dornbirn, the shopping centre of Vorarlberg, has taken advantage of its
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economic power and its rich cultural life to become the centre of the
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new arts scene in Vorarlberg. Dornbirn thus somehow distinguishes
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itself from the high-culture scene, making its mark as a centre for
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Vorarlberg’s alternative culture and creative industries. The Art
Bodensee is characteristic of the overall development, since this fair and
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the city of Dornbirn have established an important initiative for the
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entire Lake Constance area, temporarily transforming Dornbirn into the
centre of fine arts and art trade in the Lake Constance area.
Issues related to the location attractiveness
Problems to be addressed
During the development of a future strategy for Vorarlberg’s culture
tourism in 2004, the following weaknesses were identified:
• Small number of own productions attracting international attention.
• Insufficient number of marketing cooperations between cultural and

tourism organisations.
• Lack of intensive exchange and communication activity between culture

and tourism.
• Inadequate development of the international nearby markets.
• The tourism products are not prepared in a customer-friendly manner.
• A weak culture media landscape.
• Profile as a culture and culture tourism destination is still too low.
Rationale for government intervention

For years, Vorarlberg has been pursuing a strategically sound tourism
policy matching its development level. Therefore, it was a matter of time
before culture tourism received the corresponding attention. What triggered
the development of a culture tourism strategy, however, was the strategic

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“culture tourism” priority programme launched by the tourism department
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of the Federal Ministry of Economics and Labour, which offered the
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corresponding financial support and proposed the development of
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international marketing initiatives on a federal level.
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In Vorarlberg, the new culture tourism strategy was implemented as part
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of the Inno Net Programme, which focused on the definition and realisation
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of the most important innovations for securing the future of Vorarlberg’s
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tourism. r
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As already described, the rationale for the development ofLa e ct
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field strategy for culture tourism was that Vorarlberg’s highly developed
tourism needs most of all to develop added-value and skills-intensive forms
of tourism to secure its competitiveness in the Alps region and against
globally operating cheap destinations. In culture tourism, thanks to its
outstanding cultural potential, Vorarlberg has a great development
opportunity for such an authentic form of tourism that generates great added
value that can culturally enhance the Vorarlberg brand and provide
additional opportunities for differentiation.
Typology of programme
The project Future Strategy for Culture Tourism Vorarlberg 2010+
primarily focuses on the elaboration of a strategy for the development of
culture tourism. The objective was to fathom out the chances and
possibilities of culture tourism in an international market environment, and
to develop a suitable positioning of Vorarlberg in culture tourism. The
strategy also provided for the planning and realisation of the main
implementation measures and the necessary organisation and co-operation
forms for the accomplishment of the new strategy.
The programme was developed in close co-operation with the regional
experts and representatives of culture and tourism organisations, and
represents an effective implementation impulse for jointly developed
strategies and projects. Particularly interesting were the possibilities that
culture tourism offers to enhance the attractiveness and distinctive character
of the Vorarlberg tourism brand. The results of the culture tourism strategy
were therefore integrated in a parallel development project on the
Vorarlberg brand, thus giving it a stronger and more contemporary cultural
character.
Applying the programme implementation to the proposed programme
typologies, the following classification can be made:
The main objective of the programme was to enhance the
competitiveness and attractiveness of Vorarlberg as a destination through a

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new development strategy for culture tourism. A corresponding strategy and
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new organisation forms were developed for this purpose.
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The programme of a strategy development for culture tourism also
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played an essential role for location branding. The reason for this was that it
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soon became evident that the cultural development potential and culture
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tourism would play a significant role in the repositioning and differentiation
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of the Vorarlberg brand. As a result, the new Vorarlberg brand became one
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with an intensive cultural character. An r
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What seems more important than the required typological classification
is its integrated strategy approach that both aims at repositioning Vorarlberg
as a culture tourism destination and also attempts to determine the
organisational needs and innovations in the relationship between cultural
and tourism organisations.
Programme features
The main objectives of the programme “Future Strategy for Culture
Tourism Vorarlberg 2010+” are:
• Identification and examination of Vorarlberg’s opportunities in culture
tourism.
• Identification and presentation of the potential synergies between culture

and tourism.
• Implementation of a SWOT analysis for culture tourism in Vorarlberg.
• Development and argumentation of a future strategy with an

international focus.
• Development of an adequate implementation strategy and

implementation organisations, accompanied by a definition of the
corresponding key projects.
• Involvement and activation of the most important strategic partners from

the area of culture and tourism towards developing the strategy and
securing its implementation.
• Definition of the success factors for the implementation of the strategy.

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The target area of the future strategy was the entire province of
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Vorarlberg as a destination, also taking consideration of the possibilities
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offered by the international Lake Constance area.
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The programme’s target group included the representatives of cultural
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and tourism organisations that possess significance for the development of a
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culture tourism in Vorarlberg focusing on national and international
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markets. The programme was commissioned and financed by the provincial
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tourism organisation Vorarlberg Tourismus. r
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The programme was funded by Vorarlberg Tourismus, the Le ct
Austrian
Federal Ministry of Economics and Labour, and the Provincial Government
of Vorarlberg.
How does the programme work?

The programme began as a strategy development and consulting project.
The organisational framework was provided by the provincial tourism
organisation Vorarlberg Tourismus.
The firm “invent GmbH – Innovationsagentur für Wirtschaft, Tourismus
und Kultur” was assigned with the project management and the development
of the Future Strategy for Culture Tourism and had to accomplish this task
during three large workshops in close co-operation with representatives of
the most important cultural and tourism institutions.
Institutions and agencies responsible for implementing the

programme
Vorarlberg Tourismus is in charge of instigating and organising the
implementation of the programme, and has established an informal
coordination platform on culture tourism, in which the mentioned
implementation partners from the area of culture and tourism participate on
a project basis. For the purpose of international marketing, Vorarlberg
Tourismus and the Bregenz Festival participated in the strategic priority
programme for Austrian culture tourism and founded the marketing
organisation Creative Austria together with other partners from Austria.
Roles of national and local governments and private actions,

partners, co-operation networks
Culture Tour Austria, the strategic priority programme for Austrian
culture tourism was significant for the creation of the programme. This
programme was initiated and financed by the tourism department of the

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Federal Ministry of Economics and Labour, and was organised by the
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private innovation and consulting agency “invent GmbH”. From this
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national development initiative emerged the marketing co-operation
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Creative Austria, which is currently funded by major culture and tourism
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organisations from around Austria and has assumed important marketing
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tasks in culture tourism for these organisations.
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Within the region of Vorarlberg, an open development and marketing
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network for culture tourism in Vorarlberg has emerged from the informal r An
platform for culture tourism, which becomes active depending on u
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occasion or the project, and prepares and co-ordinates important marketing
and development projects.
Specific measures in place

The development of the programme and future strategy and the
corresponding implementation proposals have resulted in specific objectives
and proposed indicators which are enumerated in Table 7.1.
Program implementation and future strategy

The practical implementation of the Future Strategy for Culture Tourism
Vorarlberg 2010 represents a very demanding and complex undertaking.
This major objective can only be achieved through a professionally
organised implementation scheme.
The long path toward the demanding objective of becoming a leading
culture tourism destination must be broken down into organisable and
efficient key projects that implement the future strategy step by step and
project by project.
This new quality in culture tourism can only be achieved through an
effective set of joint key projects that must, on the one hand, lead to tangible
success soon and, on the other hand, implement projects that secure long-
lasting success stories. Therefore, the implementation of the future strategy
requires quick success and the long-term commitment of the major players
to a motivating and obviously attainable vision and strategy as a recipe for
success.
Due to their size and complexity, the said goals and implementation
proposals seem attainable only through professionally co-ordinated and
conducted co-operation and implementation structures.

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Table 7.1. Objectives and indicators for Culture Tourism Vorarlberg 2010+
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LEVEL 1: MAJOR ECONOMIC AND STRATEGIC OBJECTIVES
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1.1 By 2010, Vorarlberg becomes the most attractive and successful culture tourism destination in the Lake
Constance area.
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1.1.1 Among regions bordering Lake Constance, Vorarlberg achieves the highest added value from
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culture tourism.
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1.1.2 By 2010, the added value generated by culture tourism in Vorarlberg reaches 25%, thus
accounting for approximately 10% of the total added value of tourism in the province.
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1.1.3 An r
Vorarlberg’s relevant decision makers and competent authorities regard culture tourism as an
independent, brand-defining business field of tourism in Vorarlberg.
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1.1.4 Compared to its competitors around Lake Constance, Vorarlberg achieves the highest growth.
1.2 By 2010, Vorarlberg has the most dynamic and renowned culture scene in the Lake Constance area.
1.2.1 Culture experts and citizens in the Lake Constance area interested in culture consider
Vorarlberg the most dynamic and renowned culture scene.
1.2.2 Among all destinations around Lake Constance, Vorarlberg receives the largest number of
culture tourists from the Lake Constance area.
LEVEL 2: FOCUS ON DYNAMICALLY GROWING MARKETS AND FUTURE-SHAPING TARGET GROUPS
2.1 Vorarlberg becomes the most popular culture tourist destination in the dynamic nearby market of the
international Lake Constance area.
2.2 By 2010, Vorarlberg and the Lake Constance area are established among selected remote international
markets as the culture-oriented holiday destination in the Alpine Rim.
2.3 By 2010, the share of new society-leading target groups among culture tourists in Vorarlberg has
increased significantly.
LEVEL 3: PROCESS AND STRUCTURES DECISIVE FOR SUCCESS
3.1 Compared to the relevant competitors, Vorarlberg has the best-performing development co-operation
between culture and tourist industry.
3.2 Compared to the relevant competitors, Vorarlberg’s culture tourism has the best-performing international
marketing and sales system.
3.3 The international development and discourse networks in the culture sector are outstandingly good.
3.4 Vorarlberg and the Lake Constance area benefit from their integration in powerful and affordable
international transport systems.
3.5 The leading products of Vorarlberg’s culture tourism are organised in comfortable service chains.
3.6 Vorarlberg has a dynamic, easy-to-co-ordinate culture and arts scene.
3.7 Vorarlberg’s culture centres offer co-ordinated programmes that complement each other.
LEVEL 4: INNOVATION AND DIFFERENTIATION POTENTIAL
4.1 Vorarlberg has a communication system for modern arts and culture that covers the entire spectrum of
events.
4.2 Vorarlberg’s leading product, the Bregenz Festival offers the quality of experience of a major European
culture party by the lakeside.
4.3 All of Vorarlberg’s leading culture tourism products are committed to top quality and aim at high recognition
and reputation among international experts.
4.4 Vorarlberg generates a large number of own and new productions and exploits possible regional
characteristics and references to differentiate its arts and culture products.
4.5 Vorarlberg creates high-quality education, development, and creative schemes for the new milieu target
groups.
4.6 Vorarlberg’s culture tourism has a highly distinctive character compared to its major competitors.
4.7 Vorarlberg implements a modern, strategic culture and tourism policy.

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For these reasons, there was a proposal to create and permanently
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establish a co-operation platform under the name Kulturtourismus
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Vorarlberg 2010+. This information and co-operation platform is to include
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the representatives of all of Vorarlberg’s cultural producers, culture lovers,
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and tourism officials who are relevant for culture tourism.
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The new co-operation platform should be headed by a corresponding
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management group consisting of representatives from the world of culture
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and tourism and receive support by a professional during operative work. rAn
The main tasks of the co-operation platform include the organisation
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coordination of the future development and marketing work in culture
tourism and the promotion and establishment of a new quality of mutual
understanding and co-operation between culture and the tourist industry.
Tasks of the co-operation platform include the following:
• Development of the strategy and organisation of its implementation in
key projects.
• Development and coordination of joint international marketing and sales

efforts.
• Knowledge management with international involvement.
• Qualification.
• Innovation management.
• Promotion of a new relationship between culture and tourism.
Key projects for the implementation of the future strategy are the
following:
• Co-operation platform Kulturtourismus Vorarlberg 2010+.
• Culture-oriented tourism brand Vorarlberg 2010+.
• Optimisation of the marketing system for culture tourism.
• Culture events and workshops to maintain a productive co-operation

between culture and tourism.

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• Development workshop for cross-over products.
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• Programme for entering the nearby market of the international Lake
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Constance region.
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So far, no real evaluation has been carried out with regard to the direct r
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and indirect impacts of the programme for the development L e c andtu
implementation of Future Strategy for Culture Tourism Vorarlberg 2010+.
The information available to the authors of the report Vorarlberg Tourismus
and to invent GmbH allows the following conclusions:
• Activation and involvement
The developers of the strategy succeeded in establishing and

strengthening a high level of interest among important representatives of
the culture and tourism sector, new perspectives, and the fundamental
willingness to participate in the implementation of the jointly prepared
Future Strategy for Culture Tourism Vorarlberg 2010+.
• Commitment to national marketing co-operations
The programme has contributed significantly to the active participation

of Vorarlberg’s tourism and cultural institutions in the creation and
establishment of national marketing co-operations.
• Relationship between culture and tourism
The actual course of the programme confirmed its basic assumption that
new qualities and possibilities in culture tourism can only be achieved
through a new quality of mutual understanding of the different
requirements and success constraints that cultural and tourism
institutions are subject to. These necessary improvements of the
understanding and confidence between the two can be promoted above
all through a positive communication relationship between decision
makers from the culture and tourism sectors.
The programme and the developments in Vorarlberg which followed it
have intensified the relations between tourism-relevant cultural
organisations and tourism organisations, and have improved the
conditions for useful joint development and marketing projects. The
understanding of the different development reasons and success

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requirements in the tourism and culture sectors is also likely to have
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improved.
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• Joint confidence-building projects
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Joint project plans that bring partners closer together because they are of
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mutual benefit and mobilise existing synergy potentials between culture
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and tourism were in some cases implemented, or at least envisioned with
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a genuine intention to implement them. The confidence basis between rAn
partners from the culture and tourism sectors that are relevantLfor c tu
eculture
tourism is likely to have improved as a result.
• The cultural character of the Vorarlberg tourism brand
A confidence-building practical example for the new development

quality is the new positioning of the Vorarlberg tourism brand, which
has assumed a strong cultural character, thus also improving the image
of Vorarlberg as an arts and culture location.
• Network and co-operation platform “Kulturtourismus”
It can be said that this strategy project and the development it has
triggered have expanded and intensified the social links between the
partners and institutions from the tourism and culture sectors that are of
relevance for culture tourism. The result is a loose network for culture
tourism that is, however, increasingly useful for initiating new projects.
The aim of the Kulturtourismus co-operation platform co-ordinated by
Vorarlberg Tourismus is to strengthen and co-ordinate this network.
This institution for network coordination and development facilitation,
however, has remained at a relatively non-binding and loose informal
organisational level, and can therefore fulfil the functions intended for it
only to a certain degree.
• Official recognition of the strategy by local level institutions
The new culture tourism strategy has played a significant role in the new
brand positioning for Vorarlberg’s tourism, and has provided the
corresponding drive for innovation. The 2010+ culture tourism strategy
has also been integrated in the 2010+ model for tourism in Vorarlberg as
a whole, and thus exerts an influence on the respective strategic focus.
The culture tourism strategy, however, has received less official
attention and recognition on a provincial and municipal level. As a
result, it is not yet possible to establish the necessary practical

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cooperations between culture and tourism on a provincial level and
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Further opportunities for implementation
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Without an improvement of the still informal organisational level of the
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co-operation platform and without greater recognition by the cultural
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Future Strategy for Culture Tourism Vorarlberg 2010+. Unfortunately,
despite sufficient interest from a critical mass of players, the entire
programme runs the risk of finally achieving only little success due to a
lack of a critical mass of specific implementations.

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Notes
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1. Amt der Vorarlberger Landesregierung: Leitbild 2010+ Wirtschaft Vorarlberg. tu
2. BAK Basel Economics: Tourismus Benchmark Studie für das Bundesland Vorarlberg
– Schlussbericht i. A. des Amtes der Vorarlberger Landesregierung, Basel, September
2005.
3. MARS Monitoring the Alpine Region Sustainability; INTERREG IIIB Alpine Space
Project.

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CHAPTER 8. TEMPLE STAY PROGRAMME, REPUBLIC OF KOREA – 115
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Chapter 8. Temple Stay Programme, Republic of Korea
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Introduction
Theme-based tourist attractions are enjoying increasing popularity,
particularly as a means of diversifying the tourist product and adding
attractiveness to local territories (Gregs, 1996). A differentiated theme may
capture the attention of potential visitors and may become an attraction in its
own right if it is presented and interpreted well and is coupled with services
that meet visitor requirements. Cultural tourism can be one of theme-based
tourist attractions. The development of tourism has been traditionally related
to the development of culture. The unique cultural resources of a territory
serve as a basis for the cultural supply required by the local community, as
well as contributing to increased tourism attractiveness.
Puczko and Ratz (2007) suggested that, as tourism products, cultural
resources have several characteristics that ensure a unique role for this type
of product in the development of tourism, because they can:
• Be developed with relatively small investment.
• Diversify and spread demand for tourism in time and especially in

space.
• Contribute to the utilisation in tourism of unexploited resources.
• Develop new segments of demand for certain types of tourism

(e.g. cultural tourism, heritage tourism, etc.).
As a cultural resource, the Temple Stay Programme is a good example

of a theme-based tourist attraction. It is a cultural experience programme
designed to help visitors understand Buddhism in Korea better and
contributes to enhance attractiveness and competitiveness of local territories
as cultural tourism resources. In this sense, the project focuses on
introducing the best practice among Temple Stays in Korea, identifying
successful factors for enhancing destination competitiveness, and suggesting

116 – CHAPTER 8. TEMPLE STAY PROGRAMME, REPUBLIC OF KOREA e _it E d it
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strategies and policy recommendations, as well as proving lessons learnt by
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Background
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A Temple Stay is a cultural-experience programme designed to help
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kinds of practicing methods such as yebul (ceremonial service involving
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chanting), chamseon (Zen meditation), dahdoh (tea ceremony) and balwoo r
gongyang (communal Buddhist meal service). Participants can L find tu
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“true self” amongst the harmony of nature while staying at a temple. Temple
Life, the experience of temples is another programme designed to help
people understand Korean Buddhism and the life of monks better.
Buddhism arrived in Korea over 2 500 years ago from China, absorbed
some of this country's early shamanistic beliefs and evolved into a distinct
form. Early Korean monks, convinced that the beliefs coming from China
were inconsistent, developed a holistic approach involving three elements:
meditation, studying sutras and chanting.
That balance between the three elements of Buddhist practice still exists,
and has an appeal to many foreigners.
Typology of the programme

An innovative programme that is opening up Korean Buddhism to the
world is the temple stay programme organised by the Chogye Order. Since it
started in 2002, at least 6 000 foreigners as well as more than 30 000
Koreans have stayed at the 44 temples in the programme. The number of
participants is increasing dramatically. In the first year of its operation less
than 1 000 foreigners participated in the programme. In the first seven
months of this year, more than 2 000 have already participated. The
programme offers visitors a chance to sample monastic life amongst the
artifacts, treasures and cultural memories housed in Korea's ancient
monasteries. Most participants find it an enriching experience. Korea's
monasteries are usually in mountainous, tranquil areas so participants have
the chance to look inside themselves.
The programme is not perfect but each year the monks and nuns of
participating monasteries gain more experience and learn more skills. An
unplanned benefit of the programme is that foreigners return home with a
new view of Korea. Because of the Korean War and tensions with North
Korea, foreigners often have a one-sided view of the country that changes
after their temple stay. They leave with a new perspective of Korea, a new

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understanding of Korean Buddhism and perhaps a better understanding of
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The programme has grown swiftly over the last six years from
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14 temples to 72, with 69 280 participants in 2007. Currently there are 72
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temples participating in the programme nationwide. The basic 24-hour
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programme (including one overnight) can be simplified to a half-day
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programme (3.5 hours), or be extended to three- and four-day experiences.
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Six temples are always open to individual participants while groups may r An
make reservations at any temple all year long. c tu Le
Major activities in the programme include attending the Buddhist
ceremonial service, Seon (Zen) meditation, tea ceremonies that elevate one's
meditative efforts, Buddhist meals with traditional bowls, community work
and informative tours around the temple grounds, forest meditation to
maximise oneness with nature, and hikes to nearby hermitages. Some
temples offer special training programmes in Seon (Zen) meditation and
Buddhist martial arts, lotus lantern-making, prayer bead (rosary) making,
and other activities.
Most temples participating in the programme are located either in
national or provincial parks which feature well preserved natural
environments. Thus, the programme provides participants with an
opportunity to relax, reflect and revitalise themselves in the tranquillity of
nature.
The Temple Stay is a cheap and stress-free vacation, with all meals,
clothing and housing provided, and is organised around a planned schedule.
While for some this may sound like signing up for military training for the
weekend, it is the ideal environment in which to simply let go of everything
and relax. When guests arrive at a temple, they first change into a
comfortable uniform. The schedule allows for participants to take part in
temple activities alongside the monks or nuns, such as meals, bowing, and
chanting. Other activities include hiking, a tea ceremony, martial arts, and
Seon meditation. While the monks will not coddle guests while guiding
them through various forms of bowing, chanting and eating the traditional
four bowl meal which is a part of some Temple Stays, they have always
been free and open when it comes to answering any questions. Rich with
legend and tradition, the Seon, or Zen School is known for its simple
approach, and its belief that people can walk the path to awakening with a
minimum of accessories. While certain aspects may be emphasised in
different temples, the benchmarks of Seon Buddhism are meditation and
Hwadu, or Koan practice.
Temple Stay has huge potential to be a competitive tourism product as a
cultural resource, attracting visitors to local areas in Korea. It creates a

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positive image for the Korean tourism destination as well. In particular,
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Temple Stay can be one of sustainable tourism, keeping three principles in
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identifiable, and economically viable.
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The Korean government has been promoting Temple Stay programmes
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actively as a differentiation strategy to enhance attractiveness and
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competitiveness. The Korean government has supported this programme
with a Tourism Development Fund1. In 2007, more than KRW 1.5 billion r
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was provided to promote the Temple Stay programme, including
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development of infrastructure (such as accommodation facilities, roads,
toilets, etc.), publication of promotional materials such as guide books,
videos, magazines, FAM (familiarisation) tour, training programmes, etc.
The Korean government will finance the Temple Stay programme for more
than KRW 248.9 billion within a ten-year period for developing cultural
tourism product as a cultural resource in Korea.
Survey on visitors' experience

A survey was conducted to investigate visitors’ experience and
perception of the Temple Stay. The purpose of the survey was to explore
current situations of the Temple Stay and its potential as a cultural tourism
product. A total of 360 foreign visitors responded to self-administered
questionnaires from October to December 2007.
From the respondents, 151 were male (41.9%) and 205 were female
(56.9%). In terms of civil status, 223 (61.9%) indicated they were single
while 133 (36.9%) stated they were married.
With respect to religious distribution, 84 (23.3%) were Catholic, 79
(21.9%) indicated “Other”, 71 (19.7%) had no religion, 60 (16.7%) were
Christians, 22 (6.1%) were Buddhists and 3 (0.8%) were Muslim.
Regarding the nationality of visitors, the largest group was from the U.S.
(19.7%), the second largest was from Canada, and the third largest was from
Germany (8.9%). Other participants were from France and the U.K. (6.4%)
and participants from the Czech Republic (4.4%).
The survey showed that the foremost motivations for participating in the
Temple Stay programme were to “experience Korean Traditional Culture
(Buddhism)” (55.8%) followed by “interest in Buddhism” (21.1%) and
“desire to have an opportunity for self-reflection” (5.8%) (Table 8.1). The
motivations which were ranked second were the “desire to have an
opportunity for self-reflection” (15%), “interest in Buddhism” (13.6%) and
to “experience Korean Traditional Culture (Buddhism)” (13.6%).

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Table 8.1. Motivations for selecting the Temple Stay Programme (%)
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ITEMS 1ST MOTIVATION 2ND MOTIVATION
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Experience Korean Traditional Culture (Buddhism) 55.8 13.6
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Have leisure time in Temple 2.5 6.7
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Interest in Buddhism 21.1 14.7
Escape from daily routine 2.8 6.4
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Leisure time for relieving tension and fatigue 1.4 4.2
Desire to have an opportunity for self-reflection 5.8 15.0
Appreciation of beautiful scenery 1.1 8.3
Interest in religion, philosophy 8.1 17.2
Others 0.6 5.8
No answer 0.8 8.1
Total 100 100
Regarding barriers to participate in the Temple Stay Programme, the

survey showed that a large portion of respondents were prevented from
participating in the Temple Stay because of lack of time (40%), followed by
lack of information (29.2%), inconvenient transportation (9.2%), religious
reason (7.8%), and economic reason (3.1%) (Table 8.2).
Table 8.2. Barriers to participate in the Temple Stay Programme (%)
BARRIERS NUMBER PERCENTAGE (%)

Lack of time 144 40.0
Lack of money 11 3.1
Inconvenient transportation 33 9.2
Lack of information 105 29.2
Religious reason 28 7.8
Others 23 6.4
No answer 16 4.4
Total 360 100
Most respondents expressed benefits from the programme: “new cultural

experience (Buddhism)” (54.2%), “understanding Korean traditional
culture” (9.2%), “opportunity for self-reflection” (7.8%), and “enhancing
interest in Buddhism” (7.5%) (Table 8.3).

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Table 8.3. Benefits from the Temple Stay Programme participation (%)
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ITEMS 1ST BENEFIT 2ND BENEFIT
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New cultural experience (Buddhism) 54.2 8.3
Understanding Korean traditional culture 9.2 28.6
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Enhancing interest in Buddhism 7.5 13.9
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Understanding tourist destination around
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temple
Leisure time for relieving tension 1.1 5.8
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Opportunity for self-reflection 7.8 An 13.6 r
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Appreciation of beautiful scenery
Others
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4.3
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No answer 13.1 17.8
Total 100 100
A survey on the potential of Temple Stay to be developed as a travel

destination for cultural experience (Table 8.4) showed very positive results
as shown in the following table. More than 79% of respondents expressed
that the programme has high potential to be developed as a cultural tourism
resource.
Table 8.4. Development potential as a travel destination for cultural experience
ITEMS NUMBER PERCENTAGE (%)

Never 5 1.4
Seldom 3 0.8
Neutral 45 12.5
High 163 45.3
Very high 124 34.4
No answer 20 5.6
Total 360 100
A survey on the potential of the Temple Stay programme to be

developed as a travel destination for the place for mental recreation showed
4.16 points, high potential based on 5 point Likert scale. 40% of the
respondents were neutral and 35.6% marked “very high potential”
(Table 8.5).

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Table 8.5. Potential as a travel destination for the place for mental recreation
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Never 3 0.8
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Neutral 54 150.
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High 144 40.0
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Very High 128 35.6
No answer 26 7.2
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A survey on the potential of Temple Stay programme to be developed as
a Korean traditional cultural experience recorded the highest potential with
4.21 points out of 5 point Likert scale. 45.3% of the total respondents
expressed that the Temple Stay has high potential (Table 8.6).
Table 8.6. Development potential as a Korean traditional cultural experience

Never 2 0.6
Seldom 3 0.8
Neutral 43 11.9
High 163 45.3
Very High 126 35.0
No answer 23 6.4
Total 360 100
The result of a survey on the potential of Temple Stay programme to be

developed as a family-oriented travel product with educational purpose
(Table 8.7) also showed positive results.
Successful factors and lessons learnt

The Temple Stay is a unique cultural resource, which over a relatively
short period of time has gained iconic status in the Republic of Korea and
progressed both the concept of Buddhism and its host territories.

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Table 8.7. Potential to be developed as a family-oriented travel product with
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educational purpose
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Never 9 2.5
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Seldom 52 14.4
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Neutral 120 33.3
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High 93 25.8
Very High 59 16.4
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Total 360 100 Lect
The success of the Temple Stay demonstrates how an entrepreneur with
a creative way of thinking in developing cultural tourism products and
innovative problem-solving can build a dream into a reality. The resulting
relationship between tourism and Temple Stay is mutually beneficial. The
Temple Stay provided insight into how innovative partnership between the
government and religious organisations can work to create attractiveness of
the destination.
There are various ways in which public-private partnerships can be
formulated because the nuances of the particular contributions of public
sectors and private organisations will be dictated by circumstances unique to
each context. However, public-private partnerships can be classified into
three major categories and these provide the framework for the development
of cultural tourism resources by such partnerships.
The first major category consists of joint ventures in which the public
sector plays the dominant role in developing new cultural tourism facilities.
The second type of partnership is that in which the public sector engages in
pump-priming to facilitate new cultural tourism development. The third
category comprises situations where the public sector uses existing cultural
resources owned exclusively by the private organisation. The public sector's
contribution either entices the private sector to make their cultural resources
available for public use or improves the prospects of such facilities to be
attractive.
These three categories may be conceptualised as being on a continuum
that reflects the magnitude of the public sector's cultural resource
commitment and involvement. This increases if the public agency assists the
development of cultural resources through pump-priming and is maximised
in joint developments with the private organisations.

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Key benefits commonly derived from the public-private partnership are
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• Reduced antagonism between the public and private sectors.
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• More effective use of resources (money and time).
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• Avoiding duplication.
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• Combined areas of expertise. Lect
• Increased funding potential.
• Creating a “win-win” situation.
In this perspective, the Temple Stay increases the private religious

organisation's capability to enhance attractiveness of religious sites as
tourism destinations by introducing public funds, technology and human
resources, thus contributing to economic benefits for the local territories. It
also supports private religious organisations through public capital and
administrative support, thus overcoming shortages of investment capital and
upgrading credibility.
This public and private partnership for developing cultural resources as
cultural tourism products or destinations is rapidly becoming essential to
being competitive in today’s global tourism industry. It is particularly
relevant to the development of cultural tourism, given their relatively
isolated situation and often smaller financial resources, to overcome the
unique challenges from other tourism resources.
In addition, marketing should be considered as an integral element in the
planning and management process adopted for the Temple Stay programme.
In doing so, however, one must think strategically about the Temple Stay
product, its market, and effective positioning as a cultural tourism resource.
No cultural tourism product, nor any product for that matter, can be
everything to everyone.
One of the biggest mistakes of inexperienced managers in Temple Stay
is to assume that the Temple Stay programme or experience has universal
appeal. Because of this belief, managers in the Temple Stay embark on a
series of unfocused promotional activities that send out unclear messages
aimed at no one in particular.
It is essential for temples receiving significant numbers of visitors to
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planning and development of facilities and services need to be well
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considered, as undue “commercialisation” will detract from the
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conservation/preservation and presentation of the temple and its overall
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aesthetics. The conservation of the historic temple buildings and character
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expectations.
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Operational plans should aim to anticipate and pre-empt problems. In
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revenue flows; therefore, to maximise benefits these should be of good
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quality with attentive customer service. Within this context, management
should adopt and promote environmentally-friendly practices and encourage
visitors to behave accordingly. There should be a clear environmental policy
and an environment management system in temples, an approach that could
be part of the marketing strategy.
Conclusion and policy implications

Temple Stay is a truly unique and special type of accommodation that
offers the opportunity for tourists to stay overnight in a Buddhist temple. It
is recognised, however, that the main obstacles to develop the Temple Stay
as a cultural tourism are “inconvenient and old accommodation facilities in
temples”, “lack of convenience facilities”, “lack of efficient guide system”,
and “lack of skilled human resources”.
In order to enhance attractiveness of the Temple Stay as a cultural
resource, close collaborations are essential. The government, private
religious organisation (Jogye Order of Buddhism in Korea), and other
private expert organisations in terms of operational excellence should be
involved in developing cultural resources efficiently and effectively. Above
all, the central government (Ministry of Culture, Sport and Tourism) should
establish a relevant long-term plan to develop the Temple Stay programme
as the most attractive cultural tourism product in the world. The programme
should also benefit from private expertise in terms of operation and
management.
There are a number of strategies to develop the temple resources into
cultural tourism attractions:
First, it is to build a convenient, clean, and comfortable infrastructure
including accommodation facilities, meditation places reflecting the
traditional cultural spirit, and restaurant facilities to experience Buddhist
food, etc. The government’s role is to finance the construction of this
infrastructure. In fact, the Korean government plans to invest more than

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80% of the total cost of innovating facilities, while religious organisations
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share about 10% of finance.
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Second, it is to bundle available cultural attractions around temples to
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attraction. According to McKercher and du Cros (2002, p. 112), “bundling is
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common in tourism, with the packaged tour representing a prime example.
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Airfare, accommodation, ground transport, and a variety of other services
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context, typically involves combining a variety of similarly themed products
and experiences and promoting their collective consumption to the visitor.”
The Temple Stay should be bundled with other tourism assets that exist in
local communities. In this way, the economic benefit of cultural tourism is
dispersed more widely. More important, bundling helps create a theme for a
place, creating a stronger sense of destination for the tourist by invoking
many places with similar meanings (Mckercher and du Cros, 2002). In line
with this implication, community involvement in the development and
sustainability of cultural tourism should be made.
Third, it is very important to foster skilled human resource for the
Temple Stay. The programme for training the guide should be provided by
the public and private sectors. The Temple Stay guide is an individual who
helps domestic or foreign tourists with cultural experiences by explaining
them and imparting an accurate understanding of Korean Buddhism and
cultural relics and local culture. The programme aims to recruit and train
Temple Stay guides to satisfy the demand related to tour packages, including
cultural experience products and the facilitated discovery of historical relics,
rather than the simple experience of the temple.
The demand of both Koreans and foreigners for cultural tourism
products have diversified as their travel experiences have increased. To
accommodate new high value niche markets, the Ministry of Culture,
Sports, and Tourism has established a guide plan in co-operation with
religious and educational organisations and trains the guides and volunteers
at selected local colleges or museums in various municipal and provincial
areas.
Moreover, innovated programmes and information network should be
provided. For these efforts, public-private partnership (PPP) is essential.
Through the PPP, a step-by-step strategy should be adopted from building
infrastructure through enhanced awareness of the Temple Stay to
globalisation.
In conclusion, the Temple Stay Programme as a cultural attraction in
qualitative environmental settings creates a destination’s distinct profile and
generates visitors. Temple Stay Programme is a cultural asset to enhance

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attractiveness of local territories, contributing to the national tourism
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improvement in terms of the provision of cultural richness, diversification
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and differentiation of tourism resources, and suggestion for best public-
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private partnership. Sustainable tourism management, enhancement,
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assets should be major tasks for temple managers, public sectors and local
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Note
1. The Tourism Promotion and Development Fund has emerged from the Tourism
Promotion Fund Law that was passed in 1972. The purpose of the fund is to secure
more capital for the growth of tourism industry. The Fund supports the construction of
basic tourism facilities, construction and renovation of overall basic facilities, the
development of accommodations and resort business, and for research activities that
contribute to balanced tourism industry development.

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Bibliography
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APEC (2001), Best Cases on Tourism and Cultural Festivals in APEC
Member Economies, LINE PIA Communications, Seoul, Korea.
Kim, C. W. (2007), “Analysis of the Temple Stay. Korean Buddhism
Cultural Organisation.”
McKercher, B. and H. du Cros (2002), Cultural Tourism: The Partnership
between Tourism and Cultural Heritage Management, The Haworth
Hospitality Press, New York.
Puczko L. and Ratz T. (2007), “Trailing Goethe, Humbert and Ulysses
Tourism: Cultural Routes in Tourism” , Cultural Tourism: Global and
Local Perspectives, Haworth Press, New York.
Richards, Greg (1996), Cultural Tourism in Europe, CAB International,
Wallingford, UK.
Sigala, M. and D. Leslie (2005), International Cultural Tourism:
Management, Implications and Cases, Elsevier Butterworth-Heinemann,
Oxford.
www.templestay.com

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CHAPTER 9. STATE OF MICHOACÁN, MEXICO – 129
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Chapter 9. State of Michoacán, Mexico
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Introduction
Mexico and the State of Michoacán share with most developed countries
an appreciation of cultural resources as factors for development. When
Mexico’s Secretary of Tourism decided to diversify tourism development,
not only by promoting sunny beach resorts, but by supporting the touristic
development of sites that have a rich cultural heritage, tangible and
intangible, the government of the State of Michoacán was ready to make the
best of this opportunity. Michoacán is an entity that has worked to preserve
its cultural heritage; and it values the force and worth of its resources as a
first order tool to plan its own model within a State policy.
The State of Michoacán’s tourism policy entails the development of a
new and functional model for cultural tourism, which intends to give
touristic value to the rich historical and architectural heritage, together with
the natural environment, where towns, rural villages and indigenous
communities develop. This tourism prototype is avant-garde in the country
and is based on sustainability, because it fosters economic, social and
cultural development for the citizens of these towns, while generating the
commitment of all actors to preserve the environment and all cultural
processes.
To make this cultural tourism project viable, the government of the State
has designed a strategy to build new cultural products that are competitive
and capable of attracting visitors who look for new experiences: visiting
sites with historical–cultural value; being in direct contact with the people
who live in calm places in total harmony with Nature; experiencing an
interaction with craftsmen in their workshops and learning how to
manufacture diverse pieces of craftsmanship; participating in traditions,
customs and fiestas; and tasting the rich traditional gastronomy in an
atmosphere of hospitality.

130 – CHAPTER 9. STATE OF MICHOACÁN, MEXICO e _it E d it
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Origin of the case
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Location and dimensions of Michoacán
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Michoacán is one of 32 states in the Mexican Federation. It is located in
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the centre west of Mexico and its territory measures 60 000 km2, twice as
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large as that of countries like Belgium or the Netherlands. Its coast line
stretches 213 km along the Pacific Ocean.
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Michoacán’s territory includes mountain ranges, plateaus, L
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plains,crims
and coasts. Altitudes range from sea level, along the coastline, to 3 840
metres above sea level, in Tancítaro’s peak.
There are plenty of thermal fountainheads in the east and centre-north of
the state and it has a most pleasant temperate climate.
Population
The State of Michoacán is composed of 113 municipalities with a total
of 4 017 115 inhabitants (INEGI, National Statistics Institute of Mexico
2005). 2.5 million people from Michoacán have migrated to the U.S. in
search of work.
76% of the people live in cities and 24% in rural areas. Michoacán’s
population is mainly half-bred; however, three ethnic groups find their roots
in the State: Náhuatl (coast), Otomí (east) and P’urhépecha (centre). The
latter, being the majority, has given the state an identity, because of its
remarkable language, p’horé, and special artistic attributes and
craftsmanship.
The P’urhépecha region covers 17 municipalities and more than 100
communities, where 92% of the Indian population of the state lives.
Infrastructure
Michoacán has an International Airport in the capital city of Morelia
that receives 139 weekly flights from Mexico City and abroad. International
flights come in from San José, Los Angeles, Ontario, Chicago, Sacramento,
Houston and Seattle. International flights have connections to different
countries in Europe and Asia.
The entity has a network of roads of 12 885 km. Outstanding among
them are modern freeways in the west (Mexico City – Morelia -
Guadalajara), the one from Morelia to Salamanca, and 21st century freeway
(Morelia – Uruapan – Lázaro Cárdenas).

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Regarding touristic infrastructure, Michoacán has 500 hotels and
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approximately 15 000 rooms for accommodation, as well as 385 restaurants,
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bars, cafeterias and night clubs. 5% of the rooms are in five star hotels, 23%
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are classified as four stars and the rest have three or less stars.
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Productive activities
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The main productive activities of the state are: services, tourism,
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agriculture, industry and cattle-raising, forestry, crafts and commerce. u
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In agriculture, Michoacán holds the first place in the country in the
production of avocados, strawberries, raspberries, guavas and grapefruits. It
also has forests occupying 42 000 km2, wherein there are 42 protected areas,
seven national parks and three sanctuaries.
Michoacán is one of the states with the largest development of crafts in
Mexico, having a significant production of copper, carved wood, basketry,
ceramics, lacquer and string instrument-making, among others.
Michoacán has a great potential as a touristic destination because of its
cultural and natural resources: fine weather, soil, water, vegetation,
communications infrastructure, roads and services. The state is divided into
seven tourism regions: Centre (Morelia), the Lakes (Pátzcuaro), the Plateau
(Uruapan), East (Zitácuaro), West (Zamora), Coast (Lázaro Cárdenas) and
Warm Lands (Apatzingán).
Successful development of tourism in Michoacán
The government of Michoacán is developing a policy to foster tourism

together with municipal governments and businessmen in the sector, and
this has resulted in substantive growth in touristic indicators during the past
years (2002-07):
• The number of visitors has doubled: in 2002, there were 3.4 million
visitors and in 2007, there were more than 7 million.
• The number of international tourists also increased, from 104 000 to

close to 1.1 million.
• The average annual hotel occupancy also grew from 44% to 66%.
• The stay of tourists increased from an average of 2 nights to an average

of 3.5 nights.

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• The daily expense of domestic visitors was 42 dollars a day, and by
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2007 it increased to 60 dollars. In turn, daily expenses of international
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visitors were over 90 dollars.
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The economic earnings from all tourists coming to the state accounted
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for 271 million dollars, and 1 265 million dollars in 2007.
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• In total, touristic businessmen created more than 40 000 jobs in this
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period. tu Lec
Cultural resources
Michoacán’s cultural resources are tangible and intangible, key elements
in its villages and communities. The present value and significance of this
heritage, from the tourist’s point of view, is related to the role that
Michoacán has played in the history of Mexico. The quality and artistic
value of these resources lies on the state of conservation of the built heritage
and on the validity of centennial cultural expressions; that is, a living and
dynamic culture. This cultural wealth is a source of pride for the
communities and gives them a sense of belonging and identity while
providing viability for the future.
Among the many cultural resources found in Michoacán, the following
are outstanding: the sites of Yácatas (round pyramids) in Tzintzuntzan, the
pyramids of Ihuatzio, Tingambato, San Felipe de los Alzati, Tres Cerritos de
Cuitzeo and Huandacareo. There are also monumental buildings from the
times of the Viceroyalty, such as the aqueduct, ex-convents, churches,
museums, big houses and ex-haciendas in various parts of the State. There
are also five remarkable cathedrals: Morelia (the tallest in America),
Pátzcuaro, Zamora, Tacámbaro and Apatzingán. There is a network of
hospital-villages in the Purépecha plateau: these were built by Vasco de
Quiroga, a humanist who was in the area in the 16th century and founded
these villages for the Indians to live in and learn different crafts and working
techniques. Hospital-villages have chapels from the 16th and 17th centuries
that lodge beautiful altar pieces and story-telling ceilings created by skilful
indigenous craftsmen. Among these, working tools for the development of
trades, garments and, in general, the environment and objects that make life
possible in the communities.
Non-material cultural resources include: the p’orhé language and the
social organisation of work and government in the communities (Council of
Elders); the customs, celebrations and traditions, as well as the rights and
duties of the members of the communities. Also, knowledge, skills and

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technologies designed in consonance with the environment, aimed at
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satisfying the needs of the community. Essential also are the forms of
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symbolic expression and the sense of aesthetics expressed in folk art: dance,
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music, gastronomy, literature, painting and sculpture, among others.
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Based on the cultural and natural resources of Michoacán, a project for
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integral development has been launched. This is aimed at the creation of
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jobs, economic growth and people’s welfare, and its principal actions are to:
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Draw a set of cultural-touristic maps for Michoacán in order to have
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accurate information about all resources that are part of our heritage.
• Make street plans of towns and villages with touristic potential, so that
they grow in an environmentally friendly manner.
• Act, together with groups from civil society, in the restoration of our
architectural monuments, cultural centres, plazas, ex-convents, churches
and works of art, in order to give them all a touristic value.
• Give support to Morelia, Cultural Heritage of Mankind, to strengthen its

splendour and touristic attraction.
• Consolidate Pátzcuaro, Tlalpujahua and Cuitzeo within the National

Plan of Magic Towns.
• Strengthen the urban image of communities: street cobble stones and

remodelling of atriums, plus restoration of house façades in the
historical areas downtown.
• Work jointly with other agencies, through a transversal policy, in order

to promote works of basic infrastructure: roads, drinking water,
electrification and housing.
• Develop hotel and restaurant infrastructure through a sustainable policy

based on continuous improvement systems plus touristic quality.
• Support sustainable projects whose basis is cultural creativity and

respect for the environment.
• Build and promote Michoacán’s restaurants in order to provide tourists

with healthy traditional food in clean environments.

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• Promote the training of tourist guides who are knowledgeable about
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hotels and restaurants that offer high quality services.
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• Develop cleanliness campaigns in freeways, streets and access ways to
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touristic destinations.
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Set up regional landfills and to promote an environmentally friendly
culture, so as to prevent environment pollution and degradation.
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Parallel with above-mentioned actions, other activities with high
impact have been developed: International Festivals on Music, Organ,
Guitar and the Cinema, held every year in Morelia, the capital city; and the
Festival and Cultural Purhépecha Contest of Zacán, which gathers more than
100 communities and 600 indigenous artists in music, dance, singing and
composition.
One sample of the significance of these cultural touristic events is
Morelia’s International Music Festival. This Festival was created in 1989,
with the intention of establishing a centre to encourage the dissemination
and teaching of music, similar to the Festival of Salzburg.
The Music Festival chose Morelia as its venue because America’s first
Music Conservatory was founded in this city in 1743. Morelia is also the
home town of a children’s choir of international renown.
Morelia’s Festival has been the meeting point for the greatest composers
in the world, and of the best instrumentalists from countries like Denmark,
Argentina, Cuba, Australia, Japan, Brazil and Mexico. Some of the
orchestras, ensembles and choirs included in the programme are: Mexico
City’s Philharmonic Orchestra, Mexico’s National Symphony Orchestra,
Munich’s Pro Arte Orchestra, the Schola Cantorum Cantate, the
Ambassadors’ Choir, Ars Antiqua, Mexico’s National Choir and the Orfeón
Donostiarra, among others.
In November every year, the International Music Festival invites one
country to send a representative of its artistic and musical culture: Italy
(2002); Spain (2003); Japan (2004); Brazil (2005); Cuba (2006); the
European Union (2007) and the Argentine Republic (2008).
Approximately 30 concerts take place every year with the participation
of close to 700 musicians and with the attendance of 30 000 spectators.
Because of this, cultural tourism is undoubtedly a good alternative for
the development of Michoacán. It is a tool that helps make the best rational
use of its cultural resources, based on a policy including guidelines,
strategies and long, mid and short-term actions, while seeking to abate

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marginality and poverty in the State caused by unemployment, migration,
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illiteracy and deforestation.
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Characteristics of cultural touristic destinations
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Challenges
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Notwithstanding the fact that Michoacán has a vast touristic potential, r
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expressed in its rich natural and cultural resources, paradoxically,
behind in some rural and indigenous areas and this has prevented it from
reaching higher levels of development.
The most important opportunity areas to be attended by the tourism
sector are the following:
• Improvement and broadening of the infrastructure and supply of
services (hotels, restaurants, transportation, information, guides, toilets,
etc.).
• Professionalisation of human resources in tourism services by means of

training programmes on tourism quality.
• Improvement and broadening of transportation and creation of efficient

signal systems.
• Cleanliness and maintenance of freeways, roads and access to touristic

villages.
Another problem in the state is the large migration to the U.S. of young
people and adults in search of employment. Because of this, there are
communities where the majority of the population is composed of women
and the elderly. Tourism activities are thus an opportunity for the
development of these people and the communities, by establishing small and
medium-size businesses in fields such as gastronomy, lodging and sale of
crafts.
Intervention of the government

In view of these circumstances, a joint strategy has been designed which
encompasses three levels of government: federal, state and municipal, plus
the businessmen in the sector. It is aimed at undertaking co-ordinated
actions and investments that take full advantage of natural and cultural

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resources in a sustainable manner to generate economic growth and social
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development in the communities.
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To this end, 13 federal ministries and government agencies and 12 state
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agencies related to the sector are part of an overall project with actions of
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high social impact and sustainable and efficient use of resources.
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Having this objective in mind, federal and state agencies are working in
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a co-ordinated way on the following topics: elaboration of city tourism
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development plans for the towns; improvement of the urban image of the r
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communities; underground cables in historical centres and L e c t of
lighting
emblematic buildings; development of basic infrastructure (potable water,
electrification) in the most backward communities; signs in freeways, roads
and touristic destinations; improvement of houses; funding of small and
medium touristic businesses (building restaurants and hostels), training of
service providers and promotion and dissemination of touristic products and
destinations of Michoacán.
The cultural tourism model for Michoacán has achieved continuity as a
state policy, beyond the duration of the period of administration of the state
government.
Typology of programmes
Revitalisation of touristic destinations

The government of the state has worked jointly with civil society in
Michoacán in order to rescue and revitalise the cultural heritage in buildings.
Such is the case of the association “Adopt a Work of Art”, which has
undertaken exemplary actions to recover and conserve these goods with
absolute respect for the communities, the environment and cultural
processes.
An example of this significant work in Michoacán is the restoration of
the chapel in Tupátaro, which has a unique coffered ceiling and an altar
piece of the 16th century. Also in the P’urhépecha plateau, “Adopt a Work of
Art” restored ceilings, altar pieces and images in churches and chapels of the
16th and 17th centuries.
In Tzintzuntzan and Cuitzeo, restoration works are under way in two
former convents of the 16th century, Franciscan and Augustinian,
respectively, to use them as cultural sites.

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In Morelia, the Templo de las Rosas and the Chapel of Saint Augustine
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were revitalised; the latter has an art gallery including admirable frescoes
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and religious works of art.
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With the support of the federal government and the city councils,
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important actions have been undertaken in the three magic towns of Mexico
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(Pátzcuaro, Tlalpujahua and Cuitzeo) and significant investments have been
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made to remodel the plazas, gardens, portals, streets and pavements of the
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historical centres and building market places to relocate street vendors. r
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In the villages of the P’urhépecha plateau called Angahuan,LZacáne c tand
Paracho, actions to improve the urban image are also underway: remodelling
the porticos, replacing cobble stones in the streets, restoring the portals and
rebuilding the roofs.
Businessmen from Michoacán have invested in the restoration and good
use of buildings from Viceroyalty, transforming them as hotels, restaurants,
shops, etc.
Impact of the actions on touristic destinations

All these actions that have been described are aimed at increasing the
level of satisfaction of visitors to Michoacán. At the same time, it prevents
the deterioration or loss of the original physiognomy of buildings or
architectural monuments, as well as the cultural identity of the communities.
The villages are taking part in the planning and implementation of the
projects, in the environmental impact studies, the cleanliness campaigns of
tourist destinations and the surveillance of protected natural areas.
Image promotion
A new strategy to divulge and promote the image of main touristic-
cultural destinations through printed materials, audiovisuals and the Internet
has been launched.
Information materials, such as maps, guides, pamphlets, posters,
brochures and spectacular signs have been created. In addition, 17 000
copies of five large coffee table books have been printed. Michoacán’s
Secretary of Tourism has a portal with 40 000 visits a month seeking
information on cultural tourism activities.
Michoacán participates in many international fairs and it has organised
more than 200 familiarisation trips in the state. Two groups of 300 Spanish
speaking and European Union youth have been welcomed to travel along the

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Quetzal Route. As part of its marketing strategy, specialised media in
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different countries have been contacted.
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Three touristic cultural products
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The final part of this study involves three touristic-cultural products in
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Michoacán, where the strategies, objectives, methodologies and actions of
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the Model are implemented:
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Don Vasco’s Route
This route is called “Vasco de Quiroga” to pay tribute to the Spanish
humanist from the Renaissance, who was considered protector of the Indians
in ancient Michoacán. He carried out a formidable humanistic task in a
privileged natural environment and his work was enlarged by teaching the
people the trade of making beautiful crafts and productive activities.
The objective of Don Vasco’s Route is to contribute, through
sustainable tourism, to regional development and job creation and to fight
poverty by the careful and responsible use of natural resources and cultural
heritage.
When travelling along this route, the visitor may enjoy the natural
environment while getting to know the most significant historical, social and
cultural heritage and interacting with the dwellers of the communities.
The route covers an area of 6 220 km² and initially encompasses
15 municipalities and 40 villages. Eleven circuits have been designed in this
area that will be gradually be developed in three stages: short term, 2007-08;
medium term, 2009-10; and long term, 2011-12.
Circuits are designed according to the supply of touristic products:
beautiful communities in the P’urhépecha lake area and plateau, with breath
taking landscapes, beautiful islands and forest areas with conifers where the
visitor may take rides along the lakes, rivers, volcanoes and waterfalls. Also,
it is possible to visit the fairs and patron saint day celebrations and to
participate in events such as the “Day of the Dead”, which for some Indian
communities has a profound significance of loyalty and respect for the dead.
Similarly, one can admire the rich and varied craftsmanship, taste the
succulent dishes of the P’urhépecha cuisine, enjoy the tangible and
intangible heritage and, more importantly, interact with the generous and
hospitable people of the area.

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Michoacán's traditional cooks
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In order to give touristic value to the rich and varied gastronomy of the
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Michoacán State, the state government has organised four assemblies of
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cooks from Michoacán.
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These events resulted from the participation of cooks in the crafts street
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market that has taken place in Uruapan for 20 years during the celebration of
Palm Sunday. Succulent dishes, characteristic of the communities, are
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presented during this event. u
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During these traditional cooking assemblies, women from Michoacán
exert their effort and use their talents and creativity to present delicacies to
those who have gathered around them to taste their dishes.
Although it may be true that cooks are repositories of a cooking heritage
orally transmitted from generation to generation, they have adapted to
current times by innovating and improving the quality of dishes, both in
presentation and taste, to feed body and spirit with delicious food.
Determined to contribute to the appreciation of its traditional cooking,
Michoacán participated in the UNESCO project Hombres de maíz (Men of
maize) with Mexico’s ancient cooking; rites, ceremonies and practices. The
book Paranguas, hogar de manjares michoacanos (Paranguas, the home of
delicacies from Michoacán) was presented in Madrid in January 2006 during
the International Tourism Fair and was awarded a prize.
Quality Club Programme: “Treasures of Michoacán”

This programme began nine years ago after an initiative of the state
government and has as articulating axis the continuous improvement of
quality in touristic services in hotels and restaurants.
With the participation of hotel and restaurant owners, the programme
aims at helping small and mid-size family businesses implement quality
management and continuous improvement systems, and create networks of
businesses. This will result in trustworthy premises that no longer work in
isolation but may collaborate to solve problems such as lack of
professionalism, low hotel occupancy, and inability to deal with tour
operators on an individual basis.
This programme has been very successful and maintains the established
principles while complying with quality indicators, both in facilities and
services provided. The following are the characteristics of the Quality Club
Programme:

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• All hotels are located in an urban environment of high cultural value; for
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example, the historical centre; or in a genuine natural space of
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Michoacán (landscapes, country or rural areas).
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They are in buildings of traditional architecture, thus preserving the
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essence and authenticity of things Mexican.
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• Every premise has an individual who is permanently in charge of quality
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and of implementing management systems based on continuous
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improvement.
• Establishments belonging to this programme are subject to a rigorous

annual analysis and control audit of installations, equipment, service and
management, in order to improve and keep the set quality standards.
• By offering a large variety of dishes, restaurants promote Mexican and

Michoacán gastronomy, and are bound to comply with hygiene
certification through Emblem H.
Through the Quality Club Programme, a new business style has found
its way in Michoacán. In the years of its existence, 60 new businesses have
been established. Presently, the programme has 14 hotels and 12 restaurants
facing the market which comply with quality levels required. Seven new
hotels were created based on the programme’s standards and five more are
about to join. All are substantially increasing their infrastructure and clearly,
their quality of services.
The programme has been so successful that the government of the state
of Michoacán has shared its experience with other destinations that have
similar features and which are now using this technology. Soon there will be
a Quality Club Treasures of Mexico, with a vision and regional scope that
may set forth a new culture regarding touristic services. States presently
participating in the Quality Club Programme are Morelos, Chiapas,
Guanajuato and Puebla.

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CHAPTER 10. THE INDUSTRIAL MONUMENTS ROUTE OF THE SILESIAN VOIVODESHIP, POLAND – 141
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Chapter 10. The Industrial Monuments Route of the Silesian
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Voivodeship, Poland
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Introduction
This case study concerns the tourist attractiveness of the Silesian
voivodeship area. It presents the local authorities’ policy and activities
undertaken to develop tourism in the region, more specifically, the work of
the Silesian Tourist Organisation and Silesian Voivodeship Speaker’s Office
to create an attractive image for the Silesian voivodeship.
The main aim of the strategy is the promotion of the Silesian
voivodeship as an attractive region. The stereotype of Silesia as a region of
heavy industry is slowly being overcome by various publications,
information in the media and presentation of its tourism potential at tourist
fairs in Poland and abroad.
The Silesian voivodeship is a unique and diverse region:
• The north and south areas (the Krakowsko-Częstochowska Upland and
Beskidy Mountains) are notable for their natural beauty and the potential
for tourism development. The northern part (Jura Krakowsko-
Czestochowska) has picturesque ruins of castles forming the Trail of
Eagle Nests (castles in Mirów, Bobolice, Olsztyn, Ogrodzieniec,
Będzin); the southern part (Beskidy Mountains) is considered a ski
paradise (Ustroń, Szczyrk, Wisła, Korbielów) and has well-developed
accommodation and catering facilities and ideal conditions for skiing
and snowboarding (200 km of ski runs and 150 ski lifts).
• The central part has historic mines (“Ignacy” in Rybnik, Silver Mine in
Tarnowskie Góry, etc.), palaces and museums such as the Museum of
Bread in Radzionków, the Castle Museum in Pszczyna, the Tychy
Brewing Museum in Tychy, the Duke’s Brewery in Tychy, and the
Silesian Museum in Katowice, which has one of the best collections of
Polish paintings.

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• Silesia has one of the biggest sanctuaries of the Virgin Mary in the
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world, Jasna Góra in Częstochowa, which is the spiritual capital of
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Poland. In the voivodeship, there is also the Upper Silesian Narrow-
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Gauge Railway in Bytom, the oldest in Europe, and a mining complex
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with a functional steam engine from 1915 (Open-Air “Queen Luiza”
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Coal Mining Museum in Zabrze).
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The diversity of the region together with a well-developed infrastructure
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- good communication facilities, international airport, road and motorway r
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network, and excellent accommodation and catering facilities L e c tthe
- make
Silesian voivodeship a region highly attractive for tourists.
The important element in promoting the uniqueness and attractiveness
of the region is the branding of authentic Silesian products. Regional
organisations and local authorities co-operate in working out a strategy for
tourism development. One such product in the Silesian voivodeship is the
“Industrial Monuments Route of the Silesian Voivodeship” as industrial
legacy constitutes an integral part of the cultural heritage of the region.
The project is aimed at raising attractiveness of the Silesian voivodeship
through the creation of a new brand, namely the “Industrial Monuments
Route of the Silesian Voivodeship”.
Background
Identity of the location and inventory of cultural resources

The Silesian voivodeship created in January 1999 is the fourteenth
voivodeship in Poland in terms of the area (12 294 km²) and second in terms
of population (4 830 000 inhabitants). The population density is
393 inhabitants per km², the highest in Poland. The Silesian voivodeship is
located in the south of Poland and is divided into 19 city counties and
17 land counties which are further divided into 166 districts (gminas). There
are 71 towns and 1 518 villages in the area. The capital of the voivodeship is
Katowice (329 000 inhabitants).
The Silesian voivodeship is the most industrialised region in Poland. The
Upper Silesian Industrial District comprises the industrial units in the
central-east part of Upper Silesia and Dąbrowa Coal Mining Region. There
are also several minor industrial districts around the bigger cities
(Częstochowa, Bielsko-Biała). The Silesian voivodeship has natural areas
(six landscape parks and 60 nature reserves) and diverse land form features
(Jura Krakowsko-Częstochowska, Beskidy).

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Numerous cultural events and international festivals are held in the
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voivodeship, e.g. the International Rawa Blues Festival, the LOTOS Jazz
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Festival “Bielska Zadymka Jazzowa”, and the International Church Music
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Festival “Gaude Mater”. Other events are the International Vocal Music
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Festival “Viva Il Canto,” the International Students Folklore Festival, the
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Week of Beskidy Culture, the International Brass Bands Festival “Golden
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Lyre” and the annual Silesian Cuisine Festival.
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Issues related to the location attractiveness Lect
Because of its geographical situation and natural resources, the Silesian
region has been the object of numerous diplomatic and military actions by
neighbouring countries throughout the ages. Silesia has become a
multicultural region due to past changes in affiliation of this area (Polish,
Czech, Austrian and Prussian).
Industrial revolution in the 18th century resulted in the creation and
development of steel works and mines. The application of a steam engine to
drain precious metal mines in Tarnowskie Góry and construction of the
great coke-fired stove turned Silesia into an important European industrial
centre where new investments increased the demand for workforce.
Consequently, the influx of people resulted in the region becoming one with
the highest population density. The rapid development of ironwork,
glasswork and zincwork, as well as improvements in the land and water
communication systems, transformed Silesia into a region of technical and
industrial culture.
In recent years, the closure of numerous historical plants became
necessary. It questioned the future of the region’s heritage. Working out
effective forms of preservation and promotion of the industrial heritage is
one of the aims of the strategy of regional and local development. This is
how the idea of the “Industrial Monuments Route of the Silesian
Voivodeship” came into being. This route is closely connected with the
industrial legacy of the Silesian voivodeship.
The post-industrial areas, i.e. those remaining after the closure of
industrial plants or belonging to the plants in the process of closure, occupy
a considerable area of Poland (about 8 000 km2). It is estimated that about
4 000 km2 within the Silesian voivodeship are polluted areas. Solving the
problem of pollution would require the following:
• An information system about the polluted areas.

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• A complex program of de-industrialisation, mostly through rational
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management which requires cleaning of polluted areas and transforming
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them according to the land development plan.
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The implementation of effective and environment-friendly revitalisation
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technologies.
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• The revitalisation of the service sector (modernisation of buildings).
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• The conversion of old industrial centres into tourist facilities.L e c
The revitalisation of industrial areas gives an opportunity for

development, as examples in the U. S. and European Union have shown.
New work places will be created and these areas will acquire new value for
potential investments. This will contribute significantly to the economic
development of the voivodeship.
Tourism needs good infrastructure to work properly. Around Katowice
the improvement of infrastructure and the creation of new shopping and
business centres have resulted in a better image of the voivodeship. New
communication networks are being created (Katowice International Airport),
the road network is being modernised, the hotel and restaurant network and
the shopping and entertainment centres are being developed.
All this has resulted in the transformation of the Silesian voivodeship
into an area of great investment potential at national and international levels.
The conversion of old industrial plants into tourist facilities contributes
undoubtedly to innovation in tourism in the voivodeship.
Typology of the programme

Local authorities, tourism and social organisations participated in the
development of the Strategy of Tourism Development in the Silesian
voivodeship (2004-13).
Among the numerous cultural; natural and sports products proposed by
the region, the “Industrial Monuments Route of the Silesian Voivodeship” is
unique and is strongly related with the history, economy and culture of the
Silesian voivodeship It has the potential to become an international tourism
product and the promotion of this route contributes to the popularisation of
the cultural heritage of the Silesian voivodeship.

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Attractiveness of the location
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The economic development of the region through tourism might
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contribute to increase its attractiveness. The “Industrial Monuments Route
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of the Silesian Voivodeship” creates new value and constitutes a basis for
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regional identity and tourism development. This project supports the
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promotion of the region and also allows for the preservation and utilisation
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of the unique sites along the route.
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This project allows for the creation of new work places and for change
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in the image of the region. As a consequence, it fosters new investmente
opportunities, which in turn will result in broadening of the tourist offer.
Competitiveness of the location

Tourism stimulates economic development, as shown by examples such
as the Nord-Pas de Calais region in France or the North Rhine-Westphalia
and Saarland in Germany. It has numerous direct and indirect economic
impacts. In Silesia, for every ten accommodation places created, it can be
assumed that around a hundred jobs (direct and indirect) could be generated.
People who have lost jobs as a result of the closure of old industrial centres
might find employment in tourism.
Main objectives
The official opening of the “Industrial Monuments Route of the Silesian
Voivodeship” took place in October 2006. The “Industrial Monuments Route
of the Silesian Voivodeship” is a thematic route which connects industrial
heritage sites of the Silesian voivodeship. It includes the 31 most important
and interesting, historically and architecturally, sites which have witnessed
the industrial revolution.
The industrialisation of the region began in the 18th century which
completely changed the image of Silesia. The landscape was modified by
the chimneys of power stations, mine shafts and steelworks’ stoves. The
remnants of those times are scattered all around the voivodeship.
The “Industrial Monuments Route of the Silesian Voivodeship” reflects
the culture of the region allowing for the preservation and utilisation of
unique sites. The route presents a wide range of sites and progressively, the
route will develop and include new component destinations.

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The idea behind the creation of the route was to cluster a wide range of
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sites to create new value. The route aims to:
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Create a branded tourist product on the basis of the most important and
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interesting (historically and architecturally) industrial sites of the region.
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• Show the richness of the economic and cultural heritage of the
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voivodeship.
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• Preserve the historic industrial sites. Lect
• Promote a new image of the Silesian voivodeship and to overcome the
“grey Silesia” stereotype.
• Show the monuments of techniques as unique nationally and

internationally.
• Restructure and convert industrial sites into facilities for service, trade
and business sectors.
• Encourage potential investments.
• Ease unemployment, i.e. creation of employment in former industrial

plants converted into tourist facilities.
Programme features
The target locations are the 31 sites on the “Industrial Monuments Route
of the Silesian Voivodeship”. The primary target group is composed of
industrial tourism lovers and the secondary target group is composed of
school children (educational school trips), students (history and technical
faculties from Poland and abroad), scientists and their students, families
with children (educational offer), business tourists from Poland and abroad
interested in investments in the post-industrial areas and foreign tourists.
The Self-Government of the Silesian Voivodeship financially supported
the project by developing its strategy, creating its logo and information
boards, among others. The Ministry of Economy supports the Silesian
Tourist Organisation while the Silesian Voivodeship Speaker’s Office
supports regular trainings seminars.
The project was realised by the Department for Promotion of the
Region, Tourism and Sport of the Silesian Voivodeship Speaker’s Office in

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co-operation with the Silesian Cultural Heritage Centre and the Silesian
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Tourist Organisation. Priority has been given to promotion (e.g. tourism
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files, website www.gosilesia.pl/szt, road signs, marketing strategy).
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In February 2008, the first offer for commercial trips on the “Industrial
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Monuments Route of the Silesian Voivodeship” was published. The
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“Industrial Monuments Route of the Silesian Voivodeship”:
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• Presents what is outstanding about the region.
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Identifies the region and characterises it through its traditions, c tu
customs,
everyday activities and items.
• Reflects the traditional culture of the region and gives the visitors an
opportunity to experience it.
• Is based on regional products and services which are easy to identify and
to distinguish.
• Comprises not only the tradition and past of the region but also its
contemporary image, transformation and character.
• Allows for the creation of the desired image of the region.
It is important to use suitable marketing tools for the “Industrial

Monuments Route of the Silesian Voivodeship” in order to monitor its
development. The sites of the route need to have a common identity; thus it
becomes important to have close co-operation between various actors (local
authorities, non-governmental and private organisations).
The Silesian Tourist Organisation promotes the uniqueness of the route
not only by participating in national and international tourist fairs but also
by co-operating with local tourist organisations and agencies, which
contribute to the development and promotion of the brand through:
• Classification of the sites within the route.
• Patronage over the trips on the route organised by local companies and
tour operators.
• Support for various promotion tools, in co-operation with the Silesian

Tourist Organisation, such as the publication and distribution of maps,
guidebooks, folders, leaflets, etc.

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• Efforts to include the route in the “European Route of Industrial
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Heritage” (ERIH).
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The Polish Tourism Development Agency designed the route's logo and
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organised the training for the establishment of the local tourist organisations.
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The stages in realisation of the project Lect
• July 2004-June 2005: The creation of the route started by nine audits
realised by the Silesian Voivodeship Speaker’s Office and the Silesian
Cultural Heritage Centre. 53 sites were identified. The accessibility of
the sites, their condition and the surrounding tourist infrastructure were
taken into account. The importance of the sites in the history of
technique, architecture or industrial tradition of the region was analysed.
The local authorities, owners, restoration services and tourist
organisations and companies were invited to participate. The Silesian
Voivodeship Management established the new regional tourist product
“Industrial Monuments Route of the Silesian Voivodeship” composed of
29 sites and provided financial resources for the project.
• August-October 2005: The Polish Tourism Development developed a

logo for the route together with its Visual Identification Catalogue.
• March 2006: In March 2006, the Polish Tourism Development Agency

conducted training on the establishment and operational rules of the
local tourist organisations. The search began to identify a coordinator
for the creation of the route.
• May-August 2006: A document “The Industrial Monuments Route of

the Silesian Voivodeship Information System” was prepared.
• August-October 2006: The route was mapped out in the field and each
site was provided with an information board. 260 000 copies of the map-
brochure were published (Polish, English and German) and made
available in tourist information points. Moreover, a thematic website
was launched.
• January-October 2007: The “Silesian China” Factory in Katowice and

the Historic “Guido” Coal Mine in Zabrze were added to the route. The

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route was awarded by the Polish Tourist Organisation a certificate for
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being the “Best Tourist Product of 2007”.
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Assessment of the project
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The “Industrial Monuments Route of the Silesian Voivodeship” attracts
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a lot of attention, especially among Polish tourists. Foreign tourists also
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frequently visit the route, as statistics confirm. For example, the Brewery r
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Museum in Żywiec, which was opened recently, was visited tu
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103 000 tourists during the period of September 2006 to February 2008.
Among the visitors, the largest group was composed of Polish tourists, but
there were also a number of tourists from other European countries and
other continents, e.g. North and South America, Asia.
In 2007, the Silesian Tourist Organisation conducted a marketing
research devoted to the image of the Silesian voivodeship. The inhabitants of
the voivodeship indicated diversity as the voivodeship’s distinguishing
feature and potential for development. Positive changes in the region were
acknowledged: infrastructure development, increase in investments,
decrease in pollution and unemployment. Respondents showed deep
understanding for the need to preserve the cultural achievements of the
region, including its industrial heritage. Opinions were voiced that this
potential should be utilised for the needs of the tourism industry.
The creation of the “Industrial Monuments Route of the Silesian
Voivodeship” as a branded tourist product favoured the image of industrial
tourism as historically, ethnographically and educationally attractive.
Surveys were carried out to determine the popularity of each site. For
example, the Tychy Brewing Museum, which offers guided visits in several
languages (English, German, French, Czech and Italian) is visited by several
dozens of groups (several foreign groups among them) weekly. Its total
number of visitors in 2007 reached 36 000, 5 400 of which were foreign
tourists (15%).
The Brewery Museum in Żywiec, which has been open for only 16
months, had about 103 000 visitors during the period between
September 2006 to February 2008.
In 2006, the Silver Mine was visited by 66 812 tourists, 5 481 of which
were from abroad. In the same year, the Black Trout Drift was visited by a
total of 41 212 people. In 2007, the Silver Mine was visited by 75 327
tourists, 6 507 of which were foreign visitors, and the Black Trout Drift was
visited by 44 200 tourists. In comparison with 2004, the number of tourists
visiting both sites in 2007 rose considerably. The number of tourists visiting

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the Silver Mine rose by 11% (increase of 7 691 visitors), and the number of
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visitors in the Black Trout Drift rose by 8% (increase of 3 320 visitors).
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In the “Queen Luiza” Coal Mining Open-Air Museum in Zabrze, there
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was a registered increase of 76% in the number of visitors from 2004. The
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museum was visited by 9 510 tourists in 2004 compared to 16 753 in 2007.
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It can be concluded that there is an increasing interest in industrial
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tourism and that the “Industrial Monuments Route of the Silesian
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Voivodeship” has gained popularity and international renown. An r
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There are examples in the Silesian voivodeship of post-industrial sites
that have been converted into new sites not related with industry.
Monuments have been converted into galleries, museums, colleges or
science institutions. These have acquired a new identity, but several other
precious monuments have not been saved.
Tourism gives vast opportunities to preserve industrial heritage and to
make it attractive. The financing of industrial heritage with local, national
and foreign funds contributes to the increase in the investment attractiveness
of the voivodeship in the tourism sector (accommodation, catering and
related services).
The promotion of the voivodeship as a tourism destination might
stimulate programmes aimed at the preservation of the industrial heritage in
the Silesian voivodeship. The “Industrial Monuments Route of the Silesian
Voivodeship” is a model in this regard. By visiting the route, tourists have
the chance to learn about the cultural and economic identity of the region.
The route not only shows the history and traditions of the region but also its
contemporary image and the changes it has undergone.
Barriers exist due to the i) perceived image of the Silesian voivodeship
as a typical industrial, polluted, degraded and unattractive area; ii) the lack
of a conceptual approach for using post-industrial sites in economic
development; iii) the strong competition from tourist resorts abroad; and iv)
limited access to external sources of funds. This is why it is important to
have a joint policy between the state, voivodeship authorities and the tourist
sector to formulate solutions to these problems.
The “Industrial Monuments Route of the Silesian Voivodeship” should
be constantly developed and improved by effective co-operation between
the various sites and by increasing the identity of the sites with the route,
which may be quite low in some cases.
The promotion and development of the route is the task of the local
authorities, i.e. the Silesian Voivodeship Speaker’s Office, and the
organisations for development of tourism, e.g. the Silesian Tourist

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Organisation, which should present the “Industrial Monuments Route of the
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Silesian Voivodeship” as an attractive product. The sites in the route should
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participate in the promotion activity. The co-operation of all sites is
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primordial as only joint interest in the project guarantees its success.
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The “Industrial Monuments Route of the Silesian Voivodeship” is
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constantly being developed and new sites are being added, which increases
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its attractiveness. The marketing strategy for the route is planned for the
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long term. The important task will be the development of the distribution r
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channels for the tourist product. An important element in the process u
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building the product is the efforts to include the “Industrial Monuments
Route of the Silesian Voivodeship” in the European Route of Industrial
Heritage.

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ANNEX A. SUMMARY OF CULTURE AND TOURISM CASE STUDIES – 153
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Annex A. Summary of Culture and Tourism Case Studies
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Australia
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Research team: Industry Development Tourism Tasmania and the Department of Resources, Energy and
Tourism
Coverage: The study details issues relating to the attractiveness of the Port Arthur Historic Site and the
Tasman region (located in south-eastern Tasmania, Australia) and the programmes
designed and implemented by the managers of the site as a location of cultural significance
to enhance this attractiveness.
Key issues: A robust long-term conservation outlook for the site and its assets.
Enhanced interpretation of the site and surrounds, central to which lies the engagement and
education of visitors and the wider community.
Provision of an enhanced individual visitor experience and a broadening of target segments
through product development.
Development of “authentic” experiences where commercialisation is not the central precept,
and that allows space for people to have their “own” experience.
Better positioning in response to societal trends that suggest that a broad spectrum of
society is at the point of engaging with history and heritage.
Significant regional investment and partnership, and an increasing economic impact on the
region.
Austria
Research team: Vorarlberg Tourism and the Department for Tourism and Historical Objects, and the Federal
Ministry of Economics and Labour.
Coverage: The study is based on the Project, Future Strategy for Culture Tourism Vorarlberg 2010+
which is primarily focused on the elaboration of a strategy for the development of cultural
tourism. The study covers: identification and examination of chances and possibilities in
culture tourism; implementation of a SWOT analysis development of a future strategy with an
international focus; involvement of strategic partners in culture and tourism; and definition of
critical success factors.
Key issues: Establishing and strengthening a high level of interest among representatives of the culture
and tourism sector.
Participation of tourism and cultural institutions in the marketing co-operation.
Intensifying the relations between cultural and tourism organisations.
Positioning of a new tourism brand using cultural resources, which improves the image of the
destinations.
Official recognition of the culture tourism strategy by cultural and political institutions at a
provincial level.
France
Research team: Ministère délégué au Tourisme, Direction du Tourisme
Coverage: The study deals with the tourism attractiveness of the large French cities and their effects on
regional tourism development. The study examined the attractiveness of large French cities
and reviewed the main elements that constitute attractiveness. It also examines what
strategy is needed to develop attractiveness (innovation, geographical area, etc.).

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Key issues: Key elements constituting the attractiveness of large cities
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Strategies to develop this attractiveness
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Local economic development
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Greece
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Research team: Agrotouristiki S.A and the Ministry of Tourism
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Coverage: The study is based on the Project of Pausanias’ Pathways. The Project deals with a cultural
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route in the Peloponnese that connects Ancient Olympia with Tripoli, Epidaurus, Mycenae
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and Corinth. The study examines issues related to the location attractiveness, the typology
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of the related programmes and lessons learnt and evaluation.
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Key issues: The programs support dynamic economic development and help retain the local population.
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Open discussion groups with associations of tourism professionals and local communities
have been instrumental in ensuring the success of the network.
Italy
Research team: Department for Development and Competitiveness of Tourism
Coverage: The study focuses on the Project, European Cultural Routes. The Project covers the co-
operation between public sector and private sector; the integration of regional development;
the development of quality tourism; and the promotion of cultural routes at national and
international level.
Key issues: Integrated local development.
Promotion of cultural routes at national and international level
Co-operation between public and private sector.
Japan
Research team: Yamagata prefecture and the Ministry of Land, Infrastructure, Transport and Tourism.
Coverage: The study provides an overview of the Tourism Strategy in Yamagata which focuses on how
to utilise regional culture as tourism resources as part of its inbound tourism policy.
Key issues: Tourism development using unique and traditional cultural resources.
Communication with local residents and tourists for better understanding of the culture.
Korea
Research team: The Ministry of Culture, Sports and Tourism
Coverage: The study is based on survey results of the Temple Stay programme which is designed to
help tourists stay overnight in a Buddhist temple and understand Korean Buddhist culture
better. The study analyses tourist motivation, barriers and benefits of the programme, its
potential attractiveness and policy implications.
Key issues: Creative and innovative way of thinking in developing cultural tourism products.
Strategy to transform cultural resources in tourism experiences (infrastructure, clusters,
human resources).
Strong partnership between public and private sectors in developing cultural resources as
tourism products.
Mexico
Research team: The State of Michoacán and the Ministry of Tourism
Coverage: The State of Michoacán’s tourism policy entails the development of a new and functional
model for cultural tourism. The study covers: the analysis on the tourism infrastructure; the
assessment of tourism development; and the characteristics of culture tourism in
Michoacán.
Key issues: Developing new cultural products and cultural experiences for tourism.
Encouraging direct contact between local population and tourists.
Increasing the quality of services in hotels and restaurants
Involving artisans in developing creative tourism.

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Poland
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Research team: Malopolska Region, Silesia Region and the Ministry of Sport and Tourism
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Coverage: i) The Wooden Architecture Route in Malopolska Region was brought to life to preserve the
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long forgotten wooden architecture as well as fast-disappearing traditions, customs and
regional art. The study presents the characteristics of the route, its origin, structure, cultural
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resources and potential. It also gives a short insight into some of the activities that have
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been carried out to increase the attractiveness of the region.
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ii) The Silesia region has developed an “Industrial Monuments Route of the Silesian Region”
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which is designed to link the region’s major attractions and highlight the local uniqueness of
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the region. The project underlines the importance of linking its cultural assets, the generation
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of a new image of the region, and marketing and promotion of the route.
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Key issues: L e
Increasing the attractiveness of the region: updating the information; developing series of
events; and advertising in diverse way for marketing.
Successful dialogue among the stakeholders and horizontal co-operation.
Long-term perspective regarding the implementation of the project.
Portugal
Research team: The European Network of Village Tourism and Turismo de Portugal
Coverage: The European Network of Village Tourism has been developed, using tourism as a catalyst
for integration and sustainability, by promoting tourism development in the village involved
and by creating a sustainable structure for European co-operation in this domain. The study
examines the sustainable endogenous and tourism development and the networking
between rural communities.
Key issues: Developing authentic experiences of village life, creation of a brand.
Networking with other villages in Portugal and Europe.
Romania
Research team: Oltenia Region and the Ministry for SMEs, Trade, Tourism and Liberal Professions.
Coverage: Oltenia is one of the richest historical regions in Romania with many religious monuments.
The Oltenia Project is focusing on marketing and branding issues and covers issues related
to regional identity, public-private partnerships, and promotion strategies.
Key issues: Developing regional identity through culture.
Slovak Republic
Research team: The Department of International Co-operation in Trenčín Region, the Department of Culture
in Žilina Region and the Ministry of Economy.
Coverage: i) The study covers the Autonomous Region of Trenčín and examines cultural tourism as a
tool to revive an industrialised region.
ii) The case study monitors the cultural tourism developments of the Žilina Region and
reviews the main factors with regard to the potential of developing cultural tourism.
Key issues: Development of a regional brand and regional package tours.
Turkey
Research team: Çorum region and the Ministry of Culture and Tourism
Coverage: The study focuses on the Hittite Tourism Development project in the Çorum region. It
covers: the major problems of enhancing the attractiveness of the region; rationale for
government intervention; and the results of workshops on the tourism development of
tourism in the region.
Key issues: Promotion of the destination’s cultural assets: restoration and archaeological excavations.
Infrastructure improvement, particularly roads.
Promotion of local cuisine and converting local crafts into touristic products.
Note: Most of these case studies are available at www.oecd.org/cfe/tourism.

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OECD PUBLISHING, 2, rue André-Pascal, 75775 PARIS CEDEX 16

PRINTED IN FRANCE
(85 2009 01 1 P) ISBN 978-92-64-05648-0 – No. 56545 2009
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Cultural tourism is one of the largest and fastest-growing global tourism markets.
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The Impact of Culture On Tourism

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The Impact of Culture On Tourism

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How does culture impact tourism?

How does culture impact tourism?

What are some ways destinations develop cultural assets?

What are some ways destinations develop cultural assets?

e _it E d it

The Impact of Culture on Tourism

About OECD Browse_it editions

Buying OECD Publications

OECD Publications in Libraries

The Impact of Culture

This work is published on the responsibility of the Secretary-General of

Corrigenda to OECD publications may be found on line at: www.oecd.org/publishing/corrigenda.

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Part I. Increasing the Attractiveness of Destinations through Cultural

Chapter 2. Roles and Impact of Culture and Tourism on Attractiveness ...19

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Chapter 9. State of Michoacán, Mexico ........................................................129

Chapter 10. The Industrial Monuments Route of the Silesian Voivodeship,

Annex A. Summary of Culture and Tourism Case Studies.........................153

Table 2.1. OECD estimates of culture industries contribution to national

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Box 2.1. Displaying Kenyan culture: cultural manyattas ...............................24

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Roles and impacts of culture and tourism on

This book indicates the importance of culture and tourism as drivers of

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Policies and programmes for culture

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Conclusions and policy implications

The most important policy implication seems to be that leadership is

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

• Examines the development of tourism production and distribution

• Identifies factors of success or failure of initiatives for enhancing

This publication identifies some of the key factors and policy

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

The developing relationship between culture and tourism

− Increased interest in culture, particularly as a source of identity

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

− Development of cultural tourism to stimulate jobs and income.

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Table 2.2. Total volume of international cultural tourism

In the U.S., surveys of “historic/cultural travellers” indicate that 30% of

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

The ATLAS research also indicates that the proportion of cultural

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Source: ATLAS Surveys 1997-2007

Source: ATLAS surveys 2006

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

In many urban areas, cultural institutions have been used to spearhead

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

The diversity of approaches to the relationship between tourism and

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

• Handicraft (including craft markets, etc.)

In many destinations, the “creative industries” or the “cultural

THE IMPACT OF CULTURE ON TOURISM – ISBN- 978-92-64-05648-0 © OECD 2009

Creative Tourism Past, Present High, Popular and Experiences