Communicating Heritage:

A UNWTO Handbook for the Tourism Sector

Graham Brooks President Emeritus ICOMOS International Cultural Tourism Committee
UNWTO Commission for Europe Tourism at World Heritage Sites: Challenges and Opportunities Izmir, Turkey 26 March 2013

Communicating Heritage A UNWTO Handbook for the Tourism Sector

Tourism and World Heritage Sites

World Heritage Sites are among the most seductive and heavily promoted tourism attractions in the world. Informing the visitor and managing their expectations is a vital role for all tourism promotion agencies and the travel sector

World Heritage Convention Article 4:

One of the main obligations in conserving World Heritage places is to present their significance to the public
The almost 50 States Parties which comprise the UNWTO Commission for Europe host in the order of 400 World Heritage Sites This represents a massive component of your tourism assets

Why Communicate Heritage to Tourists?

Is it really worth visiting?
If I had known about this earlier, I would have changed my travel plans. What else is there to see and do, now that I am here? Did I miss something that I should have known about? Would I recommend it to friends and family?

The French town of Auvers-sur-Oise celebrates its associations with the 19th century painter Vincent van Gogh

Well-informed tourists are at the very centre of all sustainable tourism activity
Communicating Heritage adds value to the tourism product by building an understanding and emotional attachment

There are many ways to communicate heritage to tourists and visitors

Aims of the UNWTO Handbook

To encourage the tourism sector to recognise the expanded nature of heritage as a major market niche To reinforce the importance of delivering heritage information throughout the tourism experience To highlight the power of well informed tourists to support conservation for local community benefit To support the contribution of heritage communication in order to re-invigorate heritage attractions

The Role of Heritage Communication

Raise community self-esteem and enable tourists to experience a richer appreciation of the places they visit Facilitate market access for new private sector and community based tourism enterprises Promote tourism products that are more sustainable because of their authenticity

Influence visitor behavior based on a greater awareness of the sensitive nature of heritage places

Target Audiences for the Handbook

The Tourism Public Sector

The Tourism Private Sector

Destination Management Organisations

Heritage Site Management

The expanding attraction of European World Heritage in the tourism experience

From Nature and Monuments to the Daily Life of Host Communities

World Heritage Natural Sites:

Italy, Slovakia and Turkey

World Heritage Historic Sites: Bosnia Herzegovina, Kazakhstan, Spain, Bulgaria

World Heritage Historic Urban Landscapes: Lubeck, Germany, Telc, Czech Republic Bordeaux, France

World Heritage Sites Cultural Landscapes: Georgia, Lithuania, Montenegro, Israel

World Heritage Sites Worship & Pilgrimage: Turkey, France, Poland and Former Yugoslav Rep. of Macedonia

World Heritage Sites Industrial Technology: France, Netherlands, Italy Switzerland

The everyday life of local people in destinations is of increasing interest to tourists France, Turkey

Flamenco Dancing in Seville has become a symbol of the city Spain

Contemporary life and culture are major tourism attractions Sydney Opera House, Australia

Communicating Heritage throughout the tourism experience

Raising Awareness and making Travel Choices

During the Journey and Arrival

At the Destination

At the Heritage Site

Sharing Memories

Stage 1
Communicating Heritage Raising Awareness Making Travel Choices

Iconic images used to raise general public awareness and generate travel choices

The Eiffel Tower in Paris has been exploited as the iconic symbol of the city

Combining contemporary arts and World Heritage

Germany

Cultural landscapes based on a combination of vineyards and historic villages Douro Valley WHS Northern Portugal

Thematic information on World Heritage raises the profile of this important international tourism resource

Thematic tourism products engage the visitor with the environment and local communities