1. HERITAGE AND CULTURAL TOURISM STRATEGY CITIES AT INDABA SEMINAR 13 th May2012 Secret

2. CONTENTS Definitions Typologies of Heritage and Cultural Tourism Products Vision and Mission Problem Statement Broad Goals and Aims Methodology Stakeholder Participation Strategic Themes and Objective Recommendations Secret

3. DEFINITIONS Cultural Tourism: Refers to cultural aspects which are of interest to the visitor and can be marked as such, including the customs and traditions of people, their heritage, history and way of life (White Paper on the Development and Promotion of Tourism in South Africa,1996). Culture: It is a set of distinctive spiritual, material, intellectual and emotional features of society or a social group. It encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions and beliefs (UNESCO, 2001) Heritage: According to the White Paper on Arts and Culture, heritage is the sum total of wildlife and scenic parks, sites of scientific and historical importance, national monuments, historic buildings, works of art, literature and music, oral traditions and museum collections and their documentation which provides the basis for a shared culture and creativity in the arts (White Paper on Arts and Culture,1996). Secret

4. TYPOLOGIES OF HERITAGE & CULTURAL TOURISM PRODUCTS NOTANGIBLEINTANGIBLE 1.Historical Buildings and PlacesOral History and Traditions 2. Declared Heritage Resources (Sites & Objects) Indigenous Knowledge Systems 3.Cultural Objects and CollectionsRituals and Cultural Performances 4.Artifacts and CraftsPerformances and Creative Arts 5.Fine ArtSkills and Techniques 6. Cultural Landscapes (including natural environment) Belief Systems 7.Archeological evidenceCultural Festivals 8.Geological evidencePopular Memory 9.Paleontological remains 10.Sacred and spiritual sites Secret

5. VISION Realising the global competitiveness of South African heritage and cultural resources through tourism development. MISSION Unlock the economic potential of heritage and cultural resources through sustainable tourism development; Raising awareness of the ability of heritage and cultural tourism to contribute towards social cohesion. Secret

6. PROBLEM STATEMENT Poor alignment and integration of heritage and cultural resources into the mainstream tourism; Lack of recognition and under -presented of heritage and cultural tourism products within the tourism markets; Lack of recognition of the economic potential and impact of heritage tourism and cultural tourism products; Fragmentation and disparity between conservation needs of heritage and the development requirements of tourism; Imbalances in mutual beneficiation and management of revenue for heritage and tourism domains; Often heritage resources tend to be misrepresented through interpretation during tours and this compromise the integrity and authenticity of heritage tourism products. Secret

7. BROAD GOALS AND AIMS To provide strategic guidance to support the integration and coordination of heritage and cultural resources into the mainstream of tourism for product development and sustainable tourism; To utilize heritage and cultural tourism products, through strategic partnerships and the participation of local communities, to stimulate sustainable livelihood at community grass-roots levels; To provide an opportunity to raise awareness, education and profile the conservation needs of heritage and cultural resources for sustainable tourism in line with values of respect for culture and heritage as stated in the NTSS. To provide an opportunity for diversification of tourism products and formalization of the segment or niche of heritage and cultural tourism, towards the growth of tourism as consistent with the objectives of the NTSS. Secret

8. METHODOLOGY Phase 1 Data Collection Archival & Desk Top Research Literature Review Concept/Discu ssion Document Stakeholder Consultations Phase 2 Data Analysis Research Findings Phase 3 Data Presentation Circulation of Draft Strategy for Stakeholder Inputs; Refinement of Strategy Phase 4 Approval of Strategy Phase 5 Disseminati on of Strategy Secret

9. STAKEHOLDER PARTICIPATION  1 st Workshop in September 2010:- Key Stakeholders from NDT, DAC, DEA, SAHRA, NHC, SANParks, Film Commission, AWHF, Geo- Science Society Purpose: To Design Strategic Framework  2 nd Workshop in November 2010:- Extensive Stakeholder workshop at Maropeng (100 delegates) Purpose: Present the Strategic Framework; decide on SWOT analysis, agree on strategic themes, received insight on key issues Secret

10.  3 rd Workshop in June 2011:- Key Stakeholders as in 1 st workshop Purpose: To present draft strategy and receive inputs  Demand Analysis: Took place under supervision of Expert Panel as appointed by Minister van Schalkwyk. The key findings were finalised in December 2011  Consultations with Experts and Scholars: Presented strategy at SADC World Heritage Site Workshop Inputs received from renowned scholars e.g. Prof Greg Richards (The Netherlands) Secret STAKEHOLDER PARTICIPATION cont

11.  Consultations with  PEDC  Development Working Group X 2  MIPTECH  Electronic Distribution:-  Electronic posting of strategy for final stakeholder inputs;  Inputs received from Museums, World Heritage Sites, SANParks, NAC, NHC,AWHF, SAHRA etc Secret STAKEHOLDER PARTICIPATION cont

12. STRATEGIC THEMES Secret

13. STRATEGIC THEMESSTRATEGIC OBJECTIVES ACTIONS STRATEGY FLOW Secret

14. # 1 Strategic Theme: Research, Information & Knowledge Management Strategic ObjectiveActions 1. Audit of existing and potential heritage and cultural tourism products, and documentation of information for planning and implementation purposes 1.Conduct a comprehensive audit of heritage and cultural tourism products. 2. Documentation and compilation of information. 2. Monitoring and evaluation of impact and demand of heritage and cultural tourism products, to inform planning and implementation of initiatives. 1. Set appropriate measurable indicators and produce periodic reports on monitoring and evaluation. 3.Visitor profile and experience, to inform planning regarding the needs and expectations of visitors 1. Constant research and provide data supply on visitor profile and experience. 4.Trends and best practices, for benchmarking and planning purposes 1. Constant research and data supply on current trends and best practices. Secret

15. #2 Strategic Theme: Sustainable Development and Management Strategic ObjectivesActions 1. Identification of heritage and cultural tourism products for development and sustainable management 1. identify potential heritage and cultural tourism products for current and future development and sustainable management 2. Development of an action plan for implementation of identified heritage and cultural tourism products. 1. Appropriate action plans should be developed in the short, medium and long term for the implementation of identified heritage and cultural tourism products. 3. Sustainable and integrated management approach to heritage and cultural tourism products 1. develop and implement a sustainable and integrated management approach to heritage and cultural tourism products, to ensure that conservation needs of heritage resources and development requirements of tourism are taken into account 4. Skills development and training for effective management 1. Develop skills and training for effective implementation of the strategy. Secret

16. #3 Strategic Theme: Marketing, Promotion and Raising Awareness Strategic ObjectiveAction 1. Raise awareness and promotion of heritage and cultural tourism products to support tourism products 1. Develop and implement effective initiatives for raising awareness, publicity and education 2. Provide guidance on marketing and promotion of heritage and cultural tourism products 1.Develop and implement initiatives for effective marketing and promotion of heritage and cultural tourism products. Secret

17. # 4 Strategic Theme: Cooperation, Partnership, Institutional Arrangements and Policy Strategic ObjectivesActions 1. Environmental scan of heritage and cultural tourism landscape to inform planning and implementation. 1. Conduct an environmental scan of heritage and cultural tourism landscape; 2. Develop and implement appropriate plans and initiatives 2. Institutional arrangements and policy to support implementation of strategy across the three spheres of government 1. Establish cooperative governance through formal institutional arrangements, as well as alignment and compliance with relevant policies. 3. Establish partnerships and cooperation with stakeholders in order to achieve a shared responsibility and cooperation amongst stakeholders 1. Establish partnerships with stakeholders for cooperation in implementing the strategy Secret

18. # 5 Strategic Theme: Resource Mobilisation Strategic ObjectivesActions 1.Identify and seek funding opportunities in order to support heritage and cultural tourism products 1. Seek funding sources and establish resource mobilization initiatives to support heritage and cultural tourism products. Secret

19. The strategy recommendations include the following:-  Further development and active promotion of the eight World Heritage Sites as anchor tourist attractions;  Identify projects for their global significance and demonstrated feasibility for further development and active promotion;  In collaboration with Provinces, identify potential projects for further development;  Allocation of resources in support of the strategy is critical;  A detailed action plan with roles and responsibilities has been developed in support of the implementation of the strategy Secret STRATEGY RECOMMENDATIONS

20. Thank You Secret