1. Cultural Tourism Diversity of Built Heritage Picture Final Conference Luxemburg 21 –23 September 2006 Brian Smith Secretary General

2. Background to EAHTR EAHTR formed in Strasbourg By Council of Europe in October 1999 Represents approx 950 historic towns and cities –12 International, National, Regional Associations and individual cities Aim –To promote the interests of Europe's historic towns and regions

3. Objectives –International co-operation in urban conservation and cultural heritage –Share experience and good practice –Promote vitality viability, and sustainability of historic towns Activities –Newsletter & Web Site www.historic-towns.org –European Commission projects INHERIT, EPOCH, CULT-STRAT –Conferences Dubrovnik Symposium –Cultural Tourism – Economic Benefit or Loss of Identity 27 th –29 September 2006

4. Cultural Tourism & Diversity of Built Heritage Cultural Tourism –Expanding market International -1.6B –local higher Europe lower internationally –Important to define broadly ‘ Way of Life’ of people or region not only built heritage –Inherent conflicts + social & economic advantages Impacts need to be understood and managed Role of local authority crucial Balanced approach based on International Charter ‘principles’ UN WTO &UNESCO

5. Diversity of Built Heritage –Historic cities developing strategies that promote positive diversification –Expanding definition of historic core – using visitor management techniques of interpretation & signing –Converting historic buildings to new uses to diversify visitor experience –Promoting industrial heritage & exploring recent past as source of inspiration –Need to understand identity & value of whole place

6. Integrated approach –International & National levels –Regional -Economic and Spatial strategies e.g. Andalucia promoting Granada not Ubeda –City - effective governance & co-ordination – leadership, strategy and management

10. Gdansk

11. Verona

12. Castel San Pietro - Verona

13. Castel San Pietro San Pietro Hill –Sacred by Romans 1 st C BC –Centre of City Life from Mediaeval times Theatre uncovered early 20C –Austrian Barracks demilitarised Objective to revitalise recover urban identities underlying Verona Create multi centre city

14. CULTURAL DIVERSITY INDENTITYPROSPERITY THREATS & OPPORTUNITIES CULTURAL STRATEGIES & TOOLS CASE STUDIES & DISSEMINATION KEY TO SUSTAINABLITY

15. Conclusions Importance of defining cultural tourism broadly Promoting a balanced sustainable approach based on the principles set out in the adopted International Charters Understanding Identity and need for diversity important –acting on it requires: Integrated Approach at all levels

16. Understand and value the whole place not just the tourist icons –its identity, local distinctiveness and sense of place Unique qualities of historic environments have an importance to local communities over and above their value as a tourist destination

17. Need for effective tools and case study good practice – learn lessons More work needed on the underlying processes that produce effective action on the ground Dissemination important EAHTR uniquely placed to help dissemination –E.g. Dubrovnik Declaration