Heritage tourism and sustainable development – Experiences and case-studies from Spain and Latin America

Dr. Jordi TRESSERRAS JUAN jjuan@ub.eduDirector at LABPATC – Lab of Heritage, Creativity and Cultural Tourism at Universitat de Barcelona/IBERTURMember of the UNESCO Chair Culture, Tourism, Development and its UNITWIN Network coordinated by IREST – Université Paris 1 Panthéon-Sorbonne

UNTWO International Conference on Heritage TourismNara, Japan, 23-26 February 2016

Our guidelinesto generate policies, strategies

and operational plans

195 member states

Cultural Conventions, a transversal and overall vision

• Universal Copyright Convention (1952; 1971) – Inactive. Actually is

coordinated by World Intellectual Property Organization – WIPO/OMPI

• Convention for the Protection of Cultural Property in the Event of Armed

Conflict (1954)

• Convention on the Means of Prohibiting and Preventing the Illicit Import,

Export and Transfer of Ownership of Cultural Property (1970)

• Convention concerning the Protection of the World Cultural and Natural

Heritage (1972)

• Convention on the Protection of the Underwater Cultural Heritage (2001)

• Convention for the Safeguarding of the Intangible Cultural Heritage (2003)

• Convention on the Protection and Promotion of the Diversity of Cultural

Expressions (2005)

Recommendation on the Historic Urban Landscape, which was adopted on 10 November 2011 by the 36th session of UNESCO's General Conference

A basic tool to apply the Historic Urban Landscape approach in the local context

In the framework of the implementation of 2030 Agenda for Sustainable Development, UNESCO has launched the Culture for Sustainable Urban Development Initiative, that will contribute to the common UN endeavor to launch a New Urban Agenda on the occasion of the Habitat-III Conference (Quito, Ecuador, October 2016).

http://portal.unesco.org/en/ev.php-URL_ID=48857&URL_DO=DO_TOPIC&URL_SECTION=201.html

World Heritage and Sustainable Tourism Programme (WH+ST)Action Plan 2012-15

The new WH+ST Programme will bring together a broad set of World Heritage and tourism stakeholders in the implementation of the World Heritage Convention to develop and apply a new approach to tourism at and around World Heritage properties.The Programme will create an international framework for cooperation and coordinated achievement across sectors, from strategic planning to destination management, in order to safeguard heritage, and achieve sustainable tourism and economic development.The Programme will focus on early intervention and feature partnerships between the public, private and voluntary sectors for effective planning, action and impact on World Heritage conservation.

http://whc.unesco.org/en/tourism/

Siem Reap Declaration on Tourism and Culture –Building a New Partnership Model

Siem Reap, Cambodia - February 2015

Key objectives:

1. Build new models of partnership between tourism and culture- Improve governance and public, public-private and community organizations partnerships- Develop cultural tourism policies- Promote capacity building in cultural tourism- Ensure that the incomes from tourism management of cultural sites reverse in cultural sector.- Promote entrepreneurship and business opportunities in cultural and creative tourism

2. To promote and protect cultural heritage- Promote the World Heritage and Sustainable Tourism Programme

3. Linking people and promote sustainable development through cultural routes4. Promote stronger links between tourism, living cultures and creative industries5. Promote the contribution of cultural tourism in urban development- Culture-led redevelopmepent of urban areas: i.e. cultural and creative districts with a cultural and creative

tourism experiences

The role of culture in Sustainable Development in view of the United Nations Post 2015 Development Agenda

Hangzhou Declaration. Placing Culture at the Heart of Sustainable Development Policies (March 2013)

http://unesdoc.unesco.org/images/0022/002212/221238m.pdf

Global Sustainable Tourism Charter

Basque Country, Spain – November 2015 (renovation of the former Charter of Lanzarote 1995)

http://sustainabletourismcharter2015.com

Key-elements for cultural and creative tourism:

Cultural and Creative Tourism as a driving force for a sustainable tourism development through a responsible management of cultural heritage –material and immaterial - , arts and cultural and creatives industries, from a transversal and overall vision of UNESCO cultural conventions.

International Conference on “Culture for Sustainable Cities”

Hangzhou, People’s Republic of China, 10-12 December 2015

Hangzhou Declaration. Culture for Sustainable Cities (December 12, 2015)

http://www.unesco.org/new/en/culture/themes/culture-and-development/culture-for-sustainable-cities/

Corporative Cultural Responsibility in the tourism sector project

Corporate Cultural Responsibility (CCR) is the active and voluntary contribution to the cultural sector by firms, that generally aimed to improve competitive advantages and an added value.

It is complementary to the Corporate Social Responsibility (CSR) because sometimes culture can be included within the framework of the social purposes. It should also be noted that cultural enterprises and institutions can also promote CSR.

- Cultural centres with an annual agenda- Art and heritage urban trails- Tasting traditional and creative culinary and beverages- Conferences and talks about local culture

Cultural ConciergesPeople specialized in to create cultural and gastronomy experiences for hosts

What’s Orange Tourism?A short background

creativity, entrepreneurship and innovationin communities and territories with identity

Cultural Heritage + Arts + Cultural and Creative Industries

=

Cultural and Creative Economy

#OrangeEconomy

If Cultural and Creative Economy is

#OrangeEconomy(Ivan Duque + Felipe Buitrago – IADB/BID)

Cultural and Creative Tourism is

#OrangeTourism

Orange Tourism is part of sustainable tourism, generating cultural, economic and social development through the responsible tourism management of cultural heritage, arts and cultural and creative industries.

Orange tourism is a driving force for the Orange Economy, the cultural and creative economy, contributing to generate opportunities to local communities through own identity and the promotion of Orange Destinations, territories or tourism clusters with cultural and creative identity.

What’s Orange Tourism?

More info: http://www.hosteltur.com/comunidad/004289_el-turismo-naranja-el-color-del-turismo-cultural-y-creativo-rumbo-a-una-alianza-estrategica-entre-los-sectores-cultural-y-turistico.html

Heritage tourismSharing experiences from

Spain and Latin America

MexicoNetworking… creating synergies

between World Heritage citiesCoopetence vs competence

Campeche, Ciudad de México and Xochimilco, Guanajuato, Morelia, Oaxaca, Puebla, Querétaro, San Miguel de Allende, Tlacotalpan & Zacatecas

Quito (Ecuador)Identity, social inclusion and

networking with the neighbours

Recovering the oldest existing craft beer in America

• Site-museum• Modern craft beer• Gastrobar to drink and taste

monastic cuisine

David Barriga (SubChef) ¬ Andrés Dávila (Chef) Casa Gangotena

Cartagena de Indias (Colombia)Creativity and orange tourism

entrepreneurship in a World Heritage City: Emprende Cultura project

Street art in Getsemaní neighbour. “First the citizens, tourist after”

Exhibition of Ruby Rumie. People are the citizens of the Getsemaní neighbour in Cartagena de Indias. Galeria NH - Cartagena

Fundacion para el Nuevo Periodismo Iberoamericano (FNPI) – 1995-2015 Cartagena 20 años

Cordova (Andalucia, Spain)A World Heritage Historic City entre

Fiesta of the Patios, inscribed on the Representative List of the Intangible

Cultural Heritage of Humanity

Historic centre of Cordova

Los Sotos de la Albolafia

Fiesta of the Patios in Cordova

Twelve days celebration at the beginning of May

Inscribed in 2012 (7.COM) on the Representative List of the Intangible Cultural Heritage of Humanity

Successful community engagement

The fiesta is perceived as an integral part of Cordova’s cultural heritage, imbuing it with a strong sense of identity and continuity. It requires the selfless cooperation of many people from all age groups, social strata and backgrounds, promoting and encouraging teamwork and contributing to local harmony and conviviality.

Patios’ Routes by Cordovan neighbourhoodscoordinated by Cordova’s City Council

Carrying capacity management system coordinated by Cordova’s City Council

Accessibility Accessible tourism

Patios open to the public in Christmas time with traditional music activities

Córdoba is Patio

Theatrical tour withCordoban tastes (tapa of “salmorejo”, a traditional dish, and a Montilla-Moriles cup of wine - 21 €

Granada (Andalucia, Spain)Alhambra, Generalife and Albayzin, World Heritage site

International Festival of Music and Dance, the oldest festival in Spain

UNESCO Creative City for the Literature One study-case for Corporative Cultural Responsibility in

the tourism sector

Alhambra, Generalife & Albayzin

Alhambra, Generalife and AlbayzinManagement model

Patronato de la Alhambra y el GeneralifePatronato públic / Public body

Agencia Albaicín – GranadaAyuntamiento de GranadaPublic local agency /Agencia pública administrativa local

Management plan for the Alhambra & Generalife - 2007-2015http://www.alhambra-patronato.es/index.php/Plan-Director-2007-2020/803/0/

Strategic Lines

SL1 – PreservationSL2 – Alhambra as Cultural LandscapeSL3 – Sustainable use of the AlhambraSL4 – Alhambra in the Society of Information and Knowledge Industry

Festival Internacional de Música y Danza de Granada

Granada International Festival of Music and Dance Corral del Carbón / Coal Yard. Headquarters of the

Festival, located in the heart of Granada, the oldest monument left us by the Arabs. It was built in the

fourteenth century by Yusuf I and was Coal yard, warehousing of goods and shelter of merchants.

Festival Internacional de Música y Danza de Granada

Granada International Festival of Music and Dance

Festival Internacional de Música y Danza de Granada

Granada International Festival of Music and Dance

Círculo de Mecenazgo

Board of Patrons

More of 30 enterprises have created this group of sponsors of this Festival, including tourism sector

Hotel Abades Recogidas **** - Grupo Abades – Granada – Octubre 2012

Thematic cultural hotel3th floor is focused in Granada’s landscapes and the 7h floor in music and literature

Granada is a UNESCO creative city for the Literature

Barcelona (Catalonia, Spain)Casa Milà – La Pedrera, one of the

works of Antoni Gaudi at the World Heriage List, managed by Fundació

Catalunya La Pedrera. A example of co-responsibility

Casa Milà - La Pedrera, Güell Palace and Park Güellwere the first elements of modern heritage to included in the World Heritage List in 1984.

Casa Milà is the first 20th Century site and the firtsapartment building.

56

Original design based in the combination of tradition and innovation

Efecto GaudíVisitantes 1900-2014

Fuente: LABPATC – Laboratorio de Patrimonio y Turismo Cultural. Universitat de Barcelona / IBERTUR.

Casa Milà – La Pedrera is the 3rd in the incomes top list in cultural attractions of Catalonia (Spain)

Source: Departament de Cultura. Generalitat de Catalunya 2014

Casa Milà – La Pedrera incomes by visits and activities can contribute to maintenance of other cultural and natural infrastructures managed by the Fundació Catalunya La Pedrera as:

• MónNatura Delta de l’Ebre, located in the old salt works of La Tancada, at the EbreBiosfera - Terres de l’Ebre, UNESCO Biosphere Reserve from 2013.

• Món Sant Benet, medieval monastery located in the Parc Geològic i Miner de la Catalunya Central, at the Geopark World Network from 2012, initiative under the auspices of UNESCO.

• MónNatura Pirineus , located at Les Planes de Son, in the municipality of Àneu with one of the manifestations in Isil of the Summer Solstice Fire Festivities at the Pyrenees (les festes del foc del solstici d’estiu als Pirineus) included this year 2015 in the UNESCO List for Safeguarding Immaterial Cultural Heritage.

Social services as aged people assistance, grants for students without resources are also financed.

Costa Brava Sud(Catalonia, Spain)

Tossa de Mar, an heritage, culinary and creative town

Lloret de Mar, promoting a network of European Heritage Garden

Camí des Cards – Caminos de Ronda #TossadeMar #InCostaBrava

#paintingholidays #TossadeMar #InCostaBrava

1915 2015

It is important and essential to generate consensus with the local community to determine what can and can not be a tourist activity

Tossa de Mar / Costa Brava

El Pelegrí (the Pilgrim), a tradition since the late fourteenth century

The community wants to keep the respect for tradition and only encourage spirituality values

Festival Internacional de la Rumba CatalanaInternational Festival of Catalan Rumba#TossadeMar 24-25 June 2016

Rumba Tres one of the best Catalan rumba groups from Tossa de Mar

The Catalan rumba is a genre of music developed in Barcelona area mainly but not only by Romani community from the beginning of the 1950s. Now is candidate to the UNESCO Immaterial Cultural Heritage List.

Camí de Ronda –Lloret de Mar

Santa Clotilde gardens – Lloret de Mar

Santa Clotilde gardens – Lloret de Mar

Santa Clotilde gardens –Lloret de Mar

Santa Clotilde gardens –Lloret de Mar

Collaborative tourism is here

Creating an important offer of cultural and creative experiences

for citizens and tourists

La crisis y el elevado IVA cultural han acabado con muchas salas, galerías y establecimientos culturales, por eso Cultura a Casa, imitando las iniciativas de otras ciudades ha trasladado este tipo de eventos a casas particulares, donde puede verse un concierto, exposición de arte, obra de teatro, clases de cocina, cuentacuentos. Tan solo hay que entrar en la web (www.culturaacasa.org) reservar y quedar en un lugar para ir al domicilio indicado.

Some conclusions

Emerging skills and trendsin #HeritageTourism #OrangeTourism

■ Thinking on people, local community (residents) and tourists (temporary residents) with its rights and obligations■ Creating and generating cultural relations and exchanges.■ Moving from visitors management to manage visitor experiences with community involvement■ Designing products and services for people to create unique experiences (wow effect)■ Networking, even with the competition. Coopetition is working between competitors to become more competitive

LABPATC research (in progress)

Moltes gràciesMuchas gracias

どうもありがとうございました

Dr. Jordi TRESSERRAS JUANjjuan@ub.edu, ibertur@gmail.com

@ibertur