CULTURE & TOURISM - ARE WE SPEAKING THE SAME LANGUAGE? Kestutis Ambrozaitis, Richard Bærug, Ain Hinsberg “UNESCO Baltic Cultural Tourism Policy Recommendations for 2004-2006 in Retrospect” 7.05.2009, Pärnu

Baltic Cultural Tourism Policy Paper 2004-2006 Produced with financial & and intellectual inputs and the support of UNESCO; The Implementing Authority of the project carried out in autumn 2001 – spring 2003 was the Estonian National Commission for UNESCO in cooperation with Latvian and Lithuanian National Commissions for UNESCO; The project aimed at enhancing cooperation among cultural policy makers, local authorities, heritage circles and tourism people with a view to translating the willingness and understanding of the necessity for joint action into concrete policy and activities.

Process The process of developing the policy paper included the launching of public discussions in the three Baltic countries on cultural tourism. Working groups were established in all the three countries with representatives from the tourism and culture sector. A series of meetings were held both on national and pan-Baltic level to collect and discuss information for the policy document. The working groups collected information and viewpoints from ministeries, tourism organizations, museums and other sites, tourism companies, culture institutions and others with a direct or indirect connection to cultural tourism. Several round table discussions were organized. The draft of the final document was submitted to UNESCO, WTO, BTC, EU, CoE, ICOMOS, ICOM, Nordic Council of Ministers, NWHF, WTTC and relevant state authorities for comments and suggestions before the final version was compiled.

Paper 1. Executive Summary 2. Introduction 3. Definitions and Explanations 4. Importance and Trends in Cultural Tourism 5. Evaluation of Current Situation 6. Visions, Goals and Principles 7. Recommendations 8. Recommended Pan-Baltic Activities 2004-2006 9. Recommended Activities Linking Culture and Tourism Based on UNESCO Priorities 10. Appendix http://portal.unesco.org/culture/en/ev.php-URL_ID=23637&URL_DO=DO_TOPIC&URL_SECTION=201.html

Vision & Goal According to the vision the cultural tourism in the Baltic countries will by the year 2006 be an approved branch of national economies and a leading power of national tourism economies recognized in the Baltic Sea Region and known on the international market as a product concept based on genuine culture and heritage in a sustainable way. The main goal of cultural tourism development in the Baltic countries is to ensure sustainable economic, social and cultural development combined with preservation and active enhancement of cultural resources through increased supply, diversity and quality and sale of viable cultural tourism services.

Recommendations Average - 44% fulfilled, 56% not fulfilled, 22% of issues not dealt with; Policies +47%/-53%, 25%=0; Resources +41%/-59%, 28%=0; Products +45%/-55%, 12%=0.

Full report -78 pages