Cultural and Heritage Tourism Raymond A. Rosenfeld, Ph.D. Professor of Political Science Eastern Michigan University USA

Presented at the International Conference on Municipal Economic Development Toolkit March 3-4, 2008 Kyiv, Ukraine Pushcha Ozerna Sponsored by: USAID Local Economic Development Projedt Kyiv School of Economics Kyiv Economics Institute Michigan State University

The Challenge Attract new visitors Attract new visitors Encourage visitors to extend their stay Encourage visitors to extend their stay Add-on to professional and business meetings Add-on to professional and business meetings Attract adult and family tourist visits Attract adult and family tourist visits

What is Cultural and Heritage Tourism? Focus on historical, artistic, scientific, and lifestyle/heritage Focus on historical, artistic, scientific, and lifestyle/heritage Experience cultural environments, visual and performing arts, lifestyle, values, traditions and events Experience cultural environments, visual and performing arts, lifestyle, values, traditions and events Festivals, banquets, music, theater, village and rural life, gastronomy, visiting/tasting local products, village buildings and “atmosphere”, historic and religious monuments and ruins, famous people Festivals, banquets, music, theater, village and rural life, gastronomy, visiting/tasting local products, village buildings and “atmosphere”, historic and religious monuments and ruins, famous people

Benefits to the Community Economic vitality (12% of European GDP and expected to double in 20 years) Economic vitality (12% of European GDP and expected to double in 20 years) Leverage human capital (20 million European jobs) Leverage human capital (20 million European jobs) Restore, revitalize a geographical area Restore, revitalize a geographical area Expand business and tax revenue Expand business and tax revenue Create an innovative habitat – to attract knowledge- based employees Create an innovative habitat – to attract knowledge- based employees Create a sense of pride and belonging by residents Create a sense of pride and belonging by residents

Who are these tourists? Example of German tourists Example of German tourists Age 45-64, above average income, mostly couples, better educated, broadly traveled, quality conscious, holiday regularly and outside normal peak seasons Age 45-64, above average income, mostly couples, better educated, broadly traveled, quality conscious, holiday regularly and outside normal peak seasons Travel independently and stay 7 days or less Travel independently and stay 7 days or less Expect small accommodations (2 and 3 star), run by locals Expect small accommodations (2 and 3 star), run by locals Prefer local cuisine with local ingredients Prefer local cuisine with local ingredients

Challenges Demand for high standards Demand for high standards Safeguard local identity while meeting tourist quality and standards expectations Safeguard local identity while meeting tourist quality and standards expectations Authenticity Authenticity Rebuild or protect? Rebuild or protect? Church or museum? Church or museum?

Supporting Organizations United Nations World Tourism Organization (UNWTO) United Nations World Tourism Organization (UNWTO) European Commission European Commission European Regional Development Fund European Regional Development Fund United Nations Educational, Scientific and Cultural Organization (UNESCO) United Nations Educational, Scientific and Cultural Organization (UNESCO) World Travel and Tourism Council World Travel and Tourism Council Organization of World Heritage Cities Organization of World Heritage Cities

Place Promotion Focus on a historic town known for an historic event, common heritage, historic building and/or special event (Mazepa and the 1709 Battle of Poltava; Catherine the Great in Sevastopol; Crimea and Yalta) Focus on a historic town known for an historic event, common heritage, historic building and/or special event (Mazepa and the 1709 Battle of Poltava; Catherine the Great in Sevastopol; Crimea and Yalta) Attract tourists from the common heritage and others (example: Gambia West Africa’s “Home Coming Festival”; Odessa and Jewish Life; Ukrainian Diaspora) Attract tourists from the common heritage and others (example: Gambia West Africa’s “Home Coming Festival”; Odessa and Jewish Life; Ukrainian Diaspora) UNESCO World Heritage sites (Pechersk Lavra, Lviv’s Old Town, Saint Sophia, Struve Geodetic Arc in Staro Nekrasovka) UNESCO World Heritage sites (Pechersk Lavra, Lviv’s Old Town, Saint Sophia, Struve Geodetic Arc in Staro Nekrasovka) Hard Branding around a star building (example: Gehry’s Guggenheim in Balboa) Hard Branding around a star building (example: Gehry’s Guggenheim in Balboa)

Cultural Districts Physical space with concentrated tourist sites (art markets, performing arts, museums, cultural heritage) Physical space with concentrated tourist sites (art markets, performing arts, museums, cultural heritage) Small and medium sized firms (restaurants, gift/craft shops Small and medium sized firms (restaurants, gift/craft shops Industrial Cultural District (arts and crafts) Industrial Cultural District (arts and crafts) Institutional Cultural District (exclusive naming rights such as Tuscany-Chianti) Institutional Cultural District (exclusive naming rights such as Tuscany-Chianti) Museum Cultural District – in a historic downtown with museums, hotels, shops, restaurants (zoning, new construction) Museum Cultural District – in a historic downtown with museums, hotels, shops, restaurants (zoning, new construction) Metropolitan Cultural District – where artists live and work, along with supporting institutions Metropolitan Cultural District – where artists live and work, along with supporting institutions

Legacy Tourism Connections to history, art, science, lifestyles, architecture and scenery Connections to history, art, science, lifestyles, architecture and scenery Genealogical interests, connections (Ukrainians in the West, Russians, Jews, Poles) Genealogical interests, connections (Ukrainians in the West, Russians, Jews, Poles)

Cultural and Heritage Routes Council of Europe's Institute of Cultural Routes – themed routes (Viking Routes, European Jewish Heritage Routes) Council of Europe's Institute of Cultural Routes – themed routes (Viking Routes, European Jewish Heritage Routes) Kyiv Rus Kyiv Rus

Practical Guidelines Strategic Planning – leadership, SWOT analysis Strategic Planning – leadership, SWOT analysis Cultural and Heritage Tourism Products Cultural and Heritage Tourism Products Support Services Support Services Public Works Public Works Education and Training Education and Training Marketing Marketing Planning Management and Assessment Planning Management and Assessment Public Policy Actions Public Policy Actions

Product Enhancement Determine distinctiveness Determine distinctiveness Emphasize quality Emphasize quality Physical clustering Physical clustering Enhance and renovate Enhance and renovate Special events and festivals Special events and festivals Develop small and medium sized hotels, lodges, restaurants, handicraft businesses Develop small and medium sized hotels, lodges, restaurants, handicraft businesses Accessibility Accessibility Multi-lingual signage and programs Multi-lingual signage and programs

Support Services & Quality Enhance mediating services (tourism offices, Internet) Enhance mediating services (tourism offices, Internet) Inter-city transportation (bus, rail, auto/roads, Greenways) Inter-city transportation (bus, rail, auto/roads, Greenways) Intra-city transportation Intra-city transportation Support restaurants, hotels, shops Support restaurants, hotels, shops Hours of operation Hours of operation

Public Works Airport, rail and bus service and facilities Airport, rail and bus service and facilities Water and sewer Water and sewer Public plazas and parks Public plazas and parks Signage Signage Accessibility Accessibility

Education and Training Education and training of local population in service quality and customer service Education and training of local population in service quality and customer service Education and training in cultural areas Education and training in cultural areas Special training for owners of monuments, museums and businesses Special training for owners of monuments, museums and businesses Build community support and involvement Build community support and involvement Special training for older people in delivery of services Special training for older people in delivery of services Assist in grant applications for outside support Assist in grant applications for outside support

Marketing Brand, market and promote the city, its sites, events, tourism services Brand, market and promote the city, its sites, events, tourism services Package arrangements Package arrangements Work with private tour companies Work with private tour companies Profitable and competitive pricing policy Profitable and competitive pricing policy Electronic media Electronic media Print media (include commissioned books) Print media (include commissioned books) Elite and government official involvement Elite and government official involvement Video documentary Video documentary Support cultural programs abroad Support cultural programs abroad Target professional associations and meetings Target professional associations and meetings Market internationally Market internationally Multi-lingual information Multi-lingual information

Planning, Management, Evaluation Designate a lead individual and organization Designate a lead individual and organization Identify key individuals and organizations Identify key individuals and organizations Assess all resources Assess all resources Market research Market research Tourism master plan Tourism master plan Create strategic partnerships Create strategic partnerships Negotiate a variety of packaging arrangements Negotiate a variety of packaging arrangements Conduct impact assessments Conduct impact assessments Sister city relations Sister city relations Advance plan all special events two years out Advance plan all special events two years out

Public Policy Food and drink quality regulations Food and drink quality regulations Investment policy Investment policy Fund public works Fund public works Financial instruments and tax policies Financial instruments and tax policies Laws to protect cultural heritage sites Laws to protect cultural heritage sites Rules for sustainable development Rules for sustainable development Apply for grants and loans Apply for grants and loans Design rules for new construction to harmonize Design rules for new construction to harmonize

Ukraine has the location, historic sites, traditions, art, music, dance, churches, heritage and much more Ukraine has the location, historic sites, traditions, art, music, dance, churches, heritage and much more Focus on high quality support services, access, authenticity and a variety of historical roots Focus on high quality support services, access, authenticity and a variety of historical roots