Preparing a Sust ainable Tourism St rat egy • Why do we need a st rat egy? • What would be t he aims of t he st rat egy? • What do we mean by "sust ainable" (& "t ourism")? • Who should produce/ lead t he st rat egy ? • Who is consult ed and how ? – Specif ic sect oral groups, general public, communit ies..... – “Blank page" or "Pre-prepared draf t " ? • How do we ensure ‘ownership’ and delivery – by local communit ies and ent erprises… – by ext ernal t ourist companies, f unding agencies…? • Who monit ors t he result s and how?
‘New’ t ourism Host / dest inat ion market ing Tourist / market • compet it ive advant age • Poor in t ime – r ich in cash • qualit y environment , provision and • Experienced, discriminat ing, service demanding, crit ical • good (niche) market ing/ direct • I ncreasing media exposure (web) communicat ion world-wide • Socioeconomic groups > Separat e • Added value/ mult i-int erest / > int egrat ed act ivit ies f lexibilit y • Single> mult iple act ivit ies; • ‘Second holidays’/ out side Seasonal> all weat her t ourism t radit ional season • Fully packaged t ours > menu of opt imal experience • ‘Unspoilt nat ure’/ cult ural • Mass market ing > t arget ed direct landscapes/ cont act wit h local communicat ion, dat abase, web &c populat ion • Plus, meet ings, incent ives, • Segment ed market s - conf erences, exhibit ions young/ old; f amily/ single &c
Types of (tourist) strategy Sect oral Approach – wher e t he Generic Approach – if f easible each t opic is t reat ed as a can be much more valuable separat e economic sect or since all issues are relat ed wit h t he same st at us - (e.g. t he "Environment " covers Environment , Tourism, all development sect ors). Agricult ure, Educat ion, et c.. The development of accept able I nevit able (?) where part icular guiding environment al issues are ‘add-ons’; can be a principles which t hen apply t o usef ul approach where t here any proposal, t ourism or are a number of specif ic ot herwise, is t heref ore very environment al obj ect ives import ant here. and/ or ' proj ect s' t o include in a f inal development St akeholder part icipat ion and st rat egy but also leads t o ‘ownership’ are crit ical (but repet it ion and conf usion of not t ypical) in bot h t ypes of issues. plan.
Sust ainable t ourism plan • Relat e t he sit e t o t he wider • Agreed - and ‘owned’ - by ecological and social cont ext st akeholders in t he area: a • Explains what management is f ramework f or consensus, co- int ended t o achieve (obj ect ives) operat ion and commit ment and out line t he means (met hods) • At t ract resources, f or which will be used t o do t his example as a bidding • Manage mult iple uses and document f or grant aid conf lict ing int erest s on t he sit e • Be t he basis f or a legal • Ensure management can be agreement , f or example wit h achieved wit hin t he resources a sponsor available • Promot e and publicise t he • Conserving t he sit e f or t he use and enj oyment of f ut ure sit e. generat ions • A shared descript ion of t he • I nt egrat e wit h ot her area, ident if ying it s value and management and st rat egic plans signif icance - a Vision
St rat egic Area Planning combinat ions and agencies • I nvent ory and evaluat e t he (t ourist ) resource • I dent if y and assess t he t ourist pot ent ial • Develop int egrat ed, st rat egic policies – f or resource prot ect ion (designat ed areas, bye-laws, reserves, sacrif icial and honeypot sit es, zoning) – f or maximising t ourist benef it (develop and diversif y – season, st ay, spend) • Secure commit ment of local communit ies and ent erprises; add value and local dist inct iveness (t ourism chart ers, local produce, qualit y marks)
Sites and landscapes Conservation site : Specif ic areas Protected landscape : Generally normally small or unif orm enough larger areas consist ing of t o be considered (or managed) as mult iple sit es or propert ies an unit , or in single ownership or where f or reasons of size, management (by privat e mult iple ownership, or t he individuals and commercial complexit ies of legal inst it ut ions as well as public requirement s or inst it ut ional ut ilit ies, local aut horit ies and pract ice, management or legal volunt ary organisat ions) where prot ect ion must be f ocus on explicit conservat ion obj ect ives, broad policies (rat her t han are t he f ocus of management or specif ic prescript ions) t o be legal prot ect ion. achieved by (legal) st icks, (f inancial) carrot s and leadership. ‘Visitor management’ and marketing policy (usually by managing ‘Tourism development’ strategies agency) (of ten by separate agency)
Models of prot ect ed Participatory (urban area management sit es, cult ural planning landscapes) based on involvement , consensus • Values based building and local (conservat ion sit es) on ownership; can be ‘obj ect ive’ evaluat ion ‘bot t om up’ and policy planning. Normally ‘t op down’ (t he ‘Yellowst one model’).
CA23 (2001) CCP527 (1998)
PL management and planning spheres Sour ce: I UCN/ Eagles et al 2002
From
Ramsar MP f lowchart
From CCW AONB Management Plan Guidance 2001
Planning process (cabespace)
Management Cycle
Evaluation • The int erf ace bet ween analysis and act ion • The ascript ion of value (= signif icance) – t o t he area as a whold and t o it s (nat ural and cult ural) element s and t o individual f eat ures – regar ding ‘int rinsic value’ and need f or int ervent ion • Leads t o st at ement of Vision or Aims Areas (historical, • I dent if ies archaeological, buildings, – limit s and wildlife reserves, &c) Collections – const raint s (artefacts, art work Features (species, species, buildings (and helps t o f ormulat e obj ect ives and t o habitats, buildings, choose bet ween management opt ions) monuments, &c)
Evaluation and management policy Evaluation also helps you Evaluat ion needs t o to develop management ident if y, f or each policies, through f eat ure of t he area: identif ying: • I t s int rinsic value • Measurable indicat ors which will help you t o • The need t o specif y your vision more int ervene t o ensure precisely (limit s) it s conservat ion. • Fact ors which may • use value (including, e.g. inf luence t he degree t o which you can achieve pot ent ial f or revenue earning, your aims, or t he way in t ourism, educat ion &c) which you do t his (const raint s)
I ntegrated Evaluation Criteria? ◊ Formal status and legal obligations ◊ Rarity ◊ Fragility/ vulnerability ◊ Diversity/ variety ◊ Survival/ condition ◊ Typicalness/ representativeness ◊ Size/ shape ◊ Location and ecological relationships ◊ Documentation, recorded history and cultural associations ◊ Visitor facilities, amenities, safety and security ◊ Use value - public appeal, economic potential &c
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