how community involvement and mobilization developed five ...€¦ · — a brief definition and...
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HowCommunityInvolvementandMobilizationDevelopedFiveAuthenticTourismProducts
FINALREPORTMARCH31ST,2016
OLMC
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Tohelpthereaderandmakethefollowingexampleseasiertounderstand,thisreportisdividedinto2sections:
• Thefirstsection(pages3to10)providesadefinitionofcommunity-basedtourismasameansofdevelopingruraltourismandlocalculture.Italsoliststheanticipatedbenefitsofacommunitymobilizationapproachaswellasaprocessforgettingcommunitiesinvolvedindevelopingtheirowntourismproduct.
• Thesecondsection(pages11to34)presentsfiveinspiringexamplesofcommunityinvolvementandmobilizationprojectsfromdifferentcountriesthathelpedlaunchauthentictourismproducts.Someinitiativesarecollectiveundertakingsthathighlightthesuccessfactorsthatthecommunitieshadtocreateinordertomarkettheirdistinctive,localtourismproduct.Otherspointtosuccessfulcollaborationbetweenorganizations,sectors,residentsandinstitutionsthatlearnfromeachother’schallengesandprocessesinordertobuildpositivecooperationwithinacommunity.Theelementsoutlinedbelowincludethetourismproductitself,theservicesthatareinvolved,fundingsourcesandpartnerships.
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COMMUNITY-BASEDTOURISM—Abriefdefinitionandcommunitymobilizationapproach—
Community-basedTourism
Foralongtime,tourismhasbeenseenasameansofdevelopingcommunities.Tocompetemoresuccessfully,someofthemlaunchandmanagetourismdevelopmentprojects.Thesecitizen-ledinitiativesarepartofatrendcalled“community-basedtourism,”distinguishedmainlybytheemphasisonthecommunity'sinvolvementduringprojectimplementation,indefiningitsobjectivesandinreapingthebenefits.Theseinitiativesarebothatestinggroundforhowcommunitiescantakechargeoftheirowntourism,andahighlyrelevantandinnovativetoolfordevelopmentincertainregions.
RuralTourismDevelopmentTool
Manystudiesemphasizetheimportanceofgarneringlocalsupporttoensurethattourismdevelopmentprojectsareinstepwiththelocalenvironment.Sincethelocalsaresuchalargepartofthetourismexperience,ruraltourismisheavilyimbuedwithlocalcolour.Somefactorshelptobuildbridgeswiththecommunity,andaproject’sviabilityisbasedasmuchonitseconomicasitssocialcontribution.
Strugglingmanufacturingsectors,adecliningforestryindustry,failedagribusiness,depletednaturalresources–theseandsimilarfactorshavemanyregionsthinkingthatboostingtheirtourismappealcouldrevivethelocaleconomyandhelpdiversifytheirrevenuestream.
Thereisagrowingmarketforthekindoftourismproductsofferedbyruralareas:adventure,nature,sports,agritourism,natureretreatstoslowdownandfindpeace,contactwiththelocals,authenticity,homestays,localproduce,heritage,learning,artsandcrafts,andmuchmore.
However,eventhoughruralareashavealottooffer,itisimportanttounderstandthisindustryandbeabletoclearlyidentifytheregion’sactualtourismpotential.
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CulturalDevelopmentTool
Whencommunity-basedtourismispartofasustainabledevelopmentapproach,itnotonlyplaysanimportantpartinboostingeconomicactivity,italsohelpspreserve,developandpromotelocalcultures.Butdevelopingthiskindoftourismrequiresmobilizationaroundcommongoals,acoordinatedinitiativeandeffectivepublicaction.
Whygetthelocalpopulationinvolved?
Buildinggoodrelationswiththelocalsisimportant,becausetheyhaveacertainweightwhenitcomestodecidingwhethertheprojectisviableornotandwhatkindofservicestooffer.Infact,thelocalpopulationismorethanjustahostcommunityoralabourpool:itispartofthetourismexperienceandcanenhancetheoffer.Theimportantthingisthatlocalshaveagoodunderstandingoftheissues,areinvolvedintheplanninganddecision-makingprocessandhavesomecontrolovertheproduct.Unitingthecommunityaroundaprojectmeansallowingittobecomeaplayerratherthansimplyanobserveror–worse–awhistleblower!
Peoplemusthaveastrongsenseofownershipinordertogetbehindaproject.Toachievethatsense,projectorganizersneedtogobeyondmereinformationandconsultationandopenthemselvestorealparticipatorymanagement.
Thebenefitsofaparticipativeapproach
Forthelocalpopulation:
§ accesstotourism-relatedinfrastructureandresources(transportation,leisurefacilities,placestoeat,etc.);§ additionalservicesforthecommunity;§ improvedqualityoflifeandcommunitygrowth;§ jobcreation;§ betterunderstandingoftheirassetsandtheirrichheritage.
Fortheregion:
§ revitalization;§ developmentofculturalandnaturalheritage;§ regionalreputation;§ economicdiversity.
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Forlocalbusinesses:
§ anextendedcustomerbase;§ developmentandpartnershipopportunities;§ opportunitiestoinvestinaccommodationandauthenticproductssuchasartsandcrafts,localcuisine,foodmarkets,etc.;§ developmentofnewproducts:festivals,heritageinterpretation,guidedtours,etc.;§ jobcreationandrevenuediversification.
Formunicipalitiesandlocaldevelopmentorganizations:
§ creatingacollectivesenseofprideandidentity,andstrengtheningthesocialfabric;§ retention/loyaltyamongforeignvisitorswithregardtothenewtourismproduct;§ retentionamonglocalvisitors;§ equitabledistributionofprofits;§ slowingyouthemigrationandpromotingdemographicgrowth;§ anopportunitytodeveloppartnershipsandworktogetheratthelocallevel;§ eventsandactivities.
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Tourismdevelopmentsuccessfactors:byandforthecommunity
Becausecommunity-basedtourismhasnoofficialdefinition,itisdifficulttoestablishandimplementasinglemanagementanddevelopmentmodelforallprojects.However,afewkeysuccessfactorscanaffecttourismproductperformance.Belowisatoolkitwithsomehelpfulhintsthatcanbeusedtodeveloptourismprojectsbyandforthecommunity:
1. ProjectPlanning
1.1. Bringpeopletogether
Everydevelopmentinitiativeneedsaleader,sothestartingpointshouldalwaysbetorecruitapersonwhowilltakeresponsibilityfororganizingtheentireprocessandspeakingwiththekeyplayers.Regardlessofwhetherthisfacilitatorisacommunitymemberornot,theimportantthingisthattheyaretrustedbythelocalpopulationandawareofpreviousdevelopmentinitiativesintheregion.Theroleoftheprojectleaderisparticularlyvitalattheprojectoutset,sincetheirmainjobistoidentifyandenlistalltourismstakeholders.Withouttheirinvolvement,thecommunity’scontributiontotourismdevelopmentwouldbedifficultifnotimpossible.Inadditiontothesekeypeople,theprojectleadermustalsoextendaninvitationtoanyonewhowishestohelpthecommunity’stourismdevelopmentprojectgetofftheground.Theadvantageofthisistwo-fold:itattractsnewtalentandhelpsavoidpossibleproblemscausedbyignoranceofprojectobjectives.Keypeopleandinvolvedcommunitymembersshareresponsibilitiesandgetproject-relatedtasksdone.However,thecompositionofthiscoregroupisnotnecessarilythesamefromstarttofinish.Newparticipantsmayjoininalongtheway,eachonewithhisorherownreasonsforgettinginvolved.
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1.2. Collectandprioritizeideas
Oncethecoregroupiscreated,thenextstepisbrainstorming.Itisveryimportantthatideascomenotonlyfromtheleaderbutalsofromthecommunity,sothatmembersfeelpersonallyinvolvedintheproject.Atthisstage,allsuggestionsarevalid,andtheycanbecollectedatcommunitymeetingswherepeoplecanfreelydiscusstheirideasandtheirvisionfortourismdevelopment.Ideally,thesefirstmeetingswillgiverisetoacertainnumberofprojectideasthatwillprovidethebasisforsubsequentcommunitymeetings.Emailoronlinesurveysareawayforpeopletopresenttheirideasanonymously.Thenextstepistoweedoutsomesuggestionsbymergingsimilaronesandeliminatingthosethathadtheleastsupport.Thegoalofthisstepistofindthemostspecificandpracticableprojectsuggestions.Establishingprioritiescanbeachallenge,becauseitrevealswhatthecommunityseesasthemostinterestingideas,andthoseonwhichitwantstofocus.Thesemustbecarefullyassessedtoseewhethertheyhavethepotentialtoattractcustomers,andestablishingthatrequiresatleastsomeknowledgeofvisitorexpectationswithregardtoauthentictouristproducts.Ifthatknowledgeisnotavailable,additionalinformationfromonlinesurveyresultscouldbehelpful,orhiringanexternalexperttohelpassesstheregion’struepotential.Thisinformationwillhelpdeterminewhicharethemostrealisticorfeasibleprojects.Thosethataredeemedimpracticable,basedonexpertassessmentsorsurveyresults,shouldberemovedfromthelist.Insomecases,theprocessofgatheringandprioritizingproposalsmayneedtobestartedalloveragain.Oncetheprioritizationphaseisconcluded,adescriptionoftheselectedtourismdevelopmentideasshouldbecirculated.
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2. DevelopmentandVision2.1. Visualizeproductdevelopment
Thepurposeofthisstepistohelppeopledecidewheretheyaregoingtostart.Aviableactionplanstartswithchoosingfromamongtheselectedideasanddevelopingavision.Thinkingoftwoorthreepossiblescenariosforeachoftheselectedideasgiveslocalpopulationsanideaoftheimpactofthesedevelopmentsandhelpsthemimaginewhattheendresultmightlooklike,basedonaidssuchasmaps,photographs,architecturaldrawings,videosand2D/3Dpresentations.Italsoenablesthemtodeterminewhichdevelopmentprojectwouldbebestforthecommunity.Theprojectmanager(orleader)thenidentifieskeytourismindustrypartnersandconvincesthemtocomeonboardandpooltheirresources:time,expertise,funding,andsoon.Theymustensurethatthepartnerswillcommittoplanningandcarryingoutconcertedactionstoensureprojectsuccess.Obviouspotentialpartnersincludenationaltouristboards,localtourismassociationsandlocalandnationaleconomicdevelopmentagencies.
2.2. Developanactionplan
Usingtheinformationcollectedduringthepreviousphase,thecoregroup’snexttaskistodraftadetailedactionplanshowingthemhowtoachievetheirobjectivesandhowtoimplementtheirdevelopmentinitiatives.Theplanmustanswerthefollowingquestions:
§ Whatisourgoal?§ Whoisprimarilyresponsibleforimplementingtheplan?§ Whoareourmainpartners?§ Whatistheimplementationschedule?§ Whatareourfundingoptions?§ Whatbenchmarkscanweusetoassessprojectsuccess?
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3. ProjectEvolution
3.1. Resources
Thisisthephasewherekeycommunityfiguresmuststepinandcontinuetheprocess.However,theymustpossessthenecessaryknowledgeandskillstodevelopthekindofproductsand/orservicesthattouristswant,andthisiswheremanycommunitiesfallshort.Insuchcases,itiscrucialtoprovidesomekindofsupport:
§ bytrainingthemintheskillsrequiredtomanagethetouristproductthecommunitywantstodevelop;
§ bycallingonspecialiststomentor,trainandexpandthecommunity’sresourcenetwork.
Itisextremelyimportantthatlackofknowledgeorexpertisenotpreventcommunitiesfromgettinginvolvedintourismdevelopmentinitiatives.
3.2 ProjectimplementationandreviewDuringimplementation,projectprogressandoutcomesshouldbemonitoredonanongoingbasisbydoingthefollowing:
§ Startthinkingaboutassessmentintheproject’splanningstages,andplantoassesstheprojectateachphase.Itiseasiertogatherdataasyougoratherthanwaitingfortheendtowriteareport;
§ Determinebenchmarksanddecidewhetherassessmentswillbedoneweeklyormonthly.Ensurethatthesedecisionsare
clearlycommunicatedtotheentireimplementationteam;
§ Chooseamethodthatfocussesonqualityratherthanquantity.Ifbenchmarksarerelevantandthoughtfullyapplied,collectinghugeamountsofinformationorusingseveraldifferentmethodsisredundant;
§ Choosetherighttourismdatacollectionmethod–questionnaires,interviews,visitorfeedback,discussiongroups–andbe
suretomonitornewtourismproductsandbusinesses;
§ Follow-upisanall-too-oftenoverlookedaspectofprojectimplementationsoitisvitaltoappointadedicatedpersontothistaskandmakesuretheirdutiesareclearlycommunicated.Communityprojectsoftenassignavolunteer.
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§ Definethereport'sformat,whatitwillsayandtowhomitwillbeaddressed.Whatusewillbemadeoftheinformationit
contains?
Themethodsusedwillvarydependingontheproject,butthecommonissuesare:
§ Shareresponsibilitiessotheprojectcanstillmoveforwardifoneofthememberspullsoutoristemporarilyabsent;
§ Ensuregroupmemberscommunicatewellwithoneanother;
§ Makesurethereisasufficientsenseofownershipamongprojectparticipantsthattheirmotivationstayshigh.
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EXAMPLESOFCOMMUNITYINVOLVEMENTANDMOBILIZATION—ProjectDetails—
1–CULTURAT:Afar-ranging,citizen-ledmobilizationproject–Abitibi-Témiscamingue,Québec
CULTURATisafar-rangingmobilizationprojectthataimstomaketheidentity,artsandcultureofAbitibi-Témiscamingueamajorfocusforregionaldevelopment. Theproject,basedonacitizen-ledinitiativethatwasfurtherdevelopedata2009conferenceorganizedbytheAbitibi-TémiscamingueCulturalCouncil(Conseildelaculture),hasturnedintoavastcooperativeundertaking.Infact,itisgatheringideasfromtheentirecommunity,includingmunicipalities,businesses,culturalandtouristorganizations,schools,Aboriginalcommunities,mediaandprivatecitizens.CoordinatedbyTourismeAbitibi-Témiscamingue,itsprimarygoalistobeautifytheregionthroughoutdoorart,additionallighting,greenspacesandplantingflowers.Italsoaimstorevitalizethecommunitiesbyorganizingevents,showcasingtheirculturalandhistoricheritageandestablishingpartnershipsbetweenthevarioussectors.Finally,itisworkingtobringtogetherAboriginalandnon-Aboriginalcommunitiesthroughmeetings,celebrationsandotheropportunitiesfordialogue.Inaccordancewiththeprinciplesofsustainabledevelopment,Abitibi-Témiscamingueisworkingtoimproveitscitizens’qualityoflifebybeautifyingtheregionandcreatingasenseofprideandbelongingamongitsresidents.
CULTURATObjectives
• Expandandimproveculturaltourism;• Boosttheregion’svisibilitybeyonditsborders;• Enhanceawarenessoftheregion’sculturalassets,byfocussingon:
§ localhistory;§ localFirstNations’peoplesandtheirheritage;§ localartsandculture;§ localspecialtyproductsandregionalcuisine;
• Plantflowersthroughouttheregiontomakeitmoreattractive.
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InaccordancewiththeprinciplesoutlinedinQuébec’sAgenda21forCulture,yetanotherprojectobjectiveistohelpthecommunitiesfindcommongroundsotheycanallbenefitfromtheproject’spositiveimpact.
ProjectHistory
In2008,regionalmunicipalitiesexpressedadesiretodomoretoimprovetheircitizens'qualityoflifeandhaddecidedtodirecttheirdevelopmentinitiativestowardthatend.
In2009,theAbitibi-TémiscamingueCulturalCouncilorganizedaconference(Captourismeculturel)thatbroughttogetheranumberofcommunitystakeholdersinordertostartadialogueontheculturaltourismsituation.Inresponsetorecommendationsmadeattheconference,aresourcewashiredtodevelopculturaltourism,andaRegionalRoundTableonCulturalTourismwascreated.
Meanwhile,TourismeAbitibi-TémiscamingueembarkedonanextensiveconsultationprocesswiththeWorldCentreofExcellenceforDestinations(CED).Overonehundredrecommendations,basedontheSystemofMeasuresforExcellenceinDestinations(orSMED)resultedfromthatprocessandmanyofthemhadtodowithculturaltourismbestpractices.
Alltheseeffortsledtotherealizationthatculturehasthepowertogalvanizecommunitiesintoactionandbringpeopleclosertogether.
CULTURATistheregion’scollectiveresponsetothatrealization.Communitieswanttouseittoimprovetheircitizens’qualityoflife,andtourismandculturalsiteswanttouseitasabasisforjointlydevelopingtheregion’sculturaltourismproductandmakingtheregionmoreattractive.
Theprojectisafineexampleofaregion’stakingchargeofitsowndestinyandmovingtowardacommongoal,basedonacommonvisionofhowtopreserveandshowcasethedistinctivecharacteristicsandthelandanditspeoples.
StrongBranding
TheverynameCULTURAT,itsgraphicdesignandtherelatedmarketingtoolsarealldesignedtounitepeoplearoundhighlysymbolicpointsofreference:thebluecoloursuggeststhesky,thepossibilitiesofnewhorizons,andwater–itplayedakeyroleintheregion’sdevelopment.Thenameisaliteralreferencetocultivatingtheland,yethasanadditional,figurativemeaningofcultivatingthespiritand,byextension,thesoul.Thefinaltwoletters,“A”and“T”,signifyAbitibi-Témiscamingue,whilethecurvedlinebetweenthemrepresentsthewatershedthatdividestheland.
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Partnerships
Todate,52municipalities,7bandcouncilsand16organizations,representingabout90%oftheregion'spopulation,havesignedaCULTURATParticipationCharter.ThisChartercommitsthesignatoriestocarryingoutinitiativesrelatedtotheproject,andtoensurethecommunity’sculturaldevelopmentisalignedwiththecollectiveprocess.ThereisalsoaCULTURATCommitmentCharter,whichhasbeensignedbyregionalstakeholders,organizationsandAboriginalcommunitiesaswellasbykeyfiguresinculturaltourismandanumberofleadingcommunityfigureswhositontheTabledeconcertationrégionalesurletourismeculturel(RegionalRoundTableonCulturalTourism).
Funding
In2012,TourismeAbitibi-Témiscamingueexpectedtoreceivefundingworth$900,000forthe2012–2015periodfromtheRegionalTourismAssociation(RTA),TourismeQuébecandtheMinistryofCultureandCommunicationsinordertoleverageadditionalfunding,foratotalinvestmentofcloseto$6Minregionaltourismdevelopment
ThankstopartnerssuchasRNCMedia,ÉnergieAbitibiradio,tc.media,LeRefletTémiscamiennewspaper,FM93.1,TVTémis97,TVCTKandTVC9,morethan$500,000hasbeeninvestedtopromotetheproject.
TheRTAhasalsoinvestedmorethan$50,000inadvertisingtheParticipeaudécor!contestthatinvitesresidentstobeautifytheoutsideoftheirhome.
Infact,theassociation’sactionsaregeneratingalotofinterest:theMinistryofCultureandCommunicationshasjustgiventheRTA$50,000todoanin-depthanalysisoftheCULTURATprojectandUNESCOispayingcloseattentiontotheparticipationofAboriginalcommunities.
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October2015Update
Currently,CULTURATconsistsof277projectsdesignedandcarriedoutby28municipalities,2communities,19schools,31organizationsand19companies,plus160citizenprojectsthroughtheParticipeaudécor!contest.
Thehighlyimaginativeprojectscreateastrongsenseofbelongingtotheregion.Awholecommunityismobilizingtopromoteitscultureandunitearoundacommonvision.
ThepreviousyearwasasuccessfulonefortheAbitibi-Témiscamingueculturaltourismmovement,andtheRTAwantstocontinueencouragingnewprojects.Apromotionalcampaignwillsoonbelaunched,andCULTURATwillbethekeycomponentoftheregion’s2016StrategicTourismDevelopmentPlan.
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2–HelpingaPortofCallforCruiseShipsTakeOff–ScotlandTheInverclydeTouristGroup(ITG)isatrulyinspiringexampleofpeople-centred,grass-rootstourismproductdevelopment.Developedin2001byagroupoffriends,theinitiative’smainfocusistohelpcruisepassengersonstopoverattheGreenockOceanTerminalexploretheirsurroundings.Madeupoflocalresidentswhoarepassionateabouttheirregion,thegroupoffers2-hourguidedcoachtoursaroundthevillageandalongthecoast.Today,thegroupiswidelyacknowledgedtohaverevitalizedanentireregion,notjustbycreatingaproducttoshowcasenaturalandhistoricalattractions,butalsobyunitinglocalstakeholdersaroundagenuinecruisedestination.
TourismProductsonOffer
Theguidedtoursareofferedtocruisepassengersonstopoverbutalsotolocaltourists.Therearethreetours,eachwithadifferentfocus:thehistoricoldtown,thesurroundingcountryside,andtheriverside(includingavisittoNewarkCastle),allleavingfromtheGreenockOceanTerminal. Thegoal is to showcase the small industrial town’sbuilt heritageandalso thenaturalheritageof theriverside,mountains,andpicturesquevillagestypicaloftheSecondWorldWarperiod.Entrancedbyviewsoftheport, lighthouse,castle,sugarfactory,paddle-steamers,museumsandtypicalScottishcountryside,andlulledbythestoriesoftheirguides,visitorsaretakenonajourneybackthroughtime.
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The volunteer-run group currently operates out of premises loaned by the Clydeport Ports Group, and runs a Visitor ReceptionCentre.Theyarethegatewaytothetown,providinggeneraltourist informationonpointsof interestandleisurefacilitiessuchasgolfcourses,restaurants,transportationandshopssellinglocalcrafts.
HowitWorks
The group is based on a membership system. Volunteersinterested in sharing their knowledge and experience mustregister and give their availability. The organization currentlyhas about fifty members who divide their time betweenmanningthevisitorcentreandleadingtours.Theyalsomanagethewebsite,whichhasbecomeatrustedresourcefor tourists,with information on everything from attractions and guidedtourstocruises.
Howit’sFunded
While the group relies mainly on donations, it also receivessome subsidies that it uses to pay for training,marketing/promotionandstrengtheningtieswithlocalmedia.
Partnerships
The ITG relies on key partnerships with tourism and heritageconservationagencies.TheagreementwithOakMall,forexample,comeswithimportantadvantages:itgivesthegrouppermissiontosetupatemporaryboothattheshoppingcentrewhereitcanpromotetheregionanditsservices,anditalsoprovidesalinktotheirwebsiteonthedropdownmenuundertheCruiseOfferstab.
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ThegroupthatstartedoutshowcasinglocalheritagetocruisepassengersisnowanintegralpartoftheInverclydeTourismStrategy.TogetherwiththeInverclydeCouncil(thebodyresponsiblefordevelopingregionaltourism)andmanyotherpartnerssuchasClydeMuirshiel Regional Park, the Federation of Small Businesses, the Chamber of Commerce, the Scottish Tourism Alliance and VisitScotland,theITGplaysakeyroleinenhancingtheregion’stourismappeal.
Actionsundertakenby thegroup includeconductinganannual visitor surveyof cruise shippassengers tomeasure the impactofcruisetourism,sharingknowledge,creatingnewexperiences,organizingconferencesandbeingpresentatmajornationalevents.
ProjectScopeandRecognition
In 2013, the Inverclyde Tourist Group received aQueen's Award for Voluntary Service andwon the accoladeof Best Cruise PortReceptionintheWorld.In2014,thegroupwasshortlistedfortheBankofScotlandCommunityAward.And,in2015,FirstMinisterNicolaSturgeonspokeoftherecordnumberoftourists(100,000)thathadarrivedatGreenock’sportonagrandtotalof56cruiseships,bringingsignificanteconomicbenefitstothesmalltown.
Adrivingforcebehindlocaldevelopment,theInverclydeTouristGrouphasmanagedtomobilizemajorpartnersaroundacommonvisionandlarge-scaleprojects.Injustafewyears,GreenockhasbecomeoneofScotland’smainportsofcall.
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3–Migrantour:InterculturalUrbanWalkingTours–Europe
Strongconnectionsbetweendifferentplacesandculturesarecreatedthroughinternationalmigration,especiallytourbancentres.Thestoriesofthosetakingpartintheseinterculturalmeetingsrepresentanimportantrecordofthetransformationstakingplaceinthesecities.Mindfulofthisdevelopment,in2010cametheideaofpromotingakindoflocal,responsibleandsustainabletourisminwhichso-called“conduitsofculture”(i.e.,theinhabitantsthemselves,butoftenfromdifferentbackgrounds)immersevisitorsintheirneighbourhood’shistory.
ProjectGenesis
TheideaofMigrantourbegantotakeshapeinTurin,Italy,thankstotheAgrobiodiversity,CulturesandLocalDevelopmentProgramfundedbyIFAD(TheInternationalFundforAgriculturalDevelopment),andsupportedbyOxfamItaliaandACRA.
Giventhelevelofinterestinandsuccessofthefirstphase,andtheexistenceofsimilarinitiativesinotherItalianandEuropeancities,OxfamItalia,ACRA-CCSandViaggiSolidalipromotedthedevelopmentofaEuropeannetworkofmigrantcitiesallunderasinglebanner.Therearecurrentlyninemajorcitiestakingpartintheproject:Turin,Milan,Genoa,Florence,Rome,Marseille,Paris,ValenciaandLisbon,andotherswhohavecomeonboardinthepastfewmonths,suchasArezzo,Bologna,Varese,Verona,LyonandNaples.
What’sOffered
Theideaistocreatewalkingtoursofaneighbourhood,iconicplaceorlivinghistoryeventthatisinsomewayconnectedtothecity’smigrantpopulations.Themulticultural“companions”takeparticipantstoplacesthatarerelativelyunknowntoregularsightseeingtourguides,andexplainitshistorical,socialandculturalsignificance.
Interpretingandunderstandingtheneighbourhood’ssocialandculturalpractices,makingconnectionswithitsinhabitants,dispellingmisconceptionsabout“theother,”tellingstoriesofthemigrant’ssingularjourney,thestrengthoftheimagination,andeconomicmediationarejustsomeofthemanytopicscoveredonthetours.
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HowitWorks
Thefirststepisforthecitytoconductpreliminarystudiesinordertochooseaparticularmulticulturalneighborhood.Thestudiesfocusonthehistory,geographyandsociologyofmigrationtothatneighbourhood,attheculturalbutalsoattheindividuallevel,asthemigrant’sjourneyisoftenauniqueandpersonalstory.
Thenextstepistodevelopcoursesforthetraineecompanions,whocanbeofallagesandallbackgrounds,aslongastheypossessadiversityofeducation,skillsandlifeexperience.Theonlyrequirementis,theymusthavemasteredthelanguageoftheircountryofresidenceandbecuriousabouttheneighborhoodanditshistory.And,theymustbemotivatedbyadesiretosharetheirimmigrationexperiences–theirownortheirfamily’s–therebyparticipatinginthesocial,culturalandeconomiclifeofthecityandreinforcingthevaluesofinterculturaldialogue.
OneofMigrantour’sobjectivesistohelpintegrateforeign-borncitizensandgivethosewhomayhavelimitedfinancialresourcesanopportunitytosupplementtheirincome.Thecompanionsarenotprofessionaltourguides,buttheyhavebeentrainedtoleadagrouponaneducationaltourdealingwithinterculturalthemes.Forinstance,companionsinParisaretrainedattheNationalMuseumfortheHistoryofImmigration(Muséenationaldel’histoiredel’immigration)andatParisVUniversity,wheretheystudysuchtopicsastourism,anthropology,communicationsandthehistoryofmigrationtothatparticularParisianadministrativeregion.Professionaltourguidesandcommunicationexpertsalsocontributetotheprogrambyteachingguidingtechniques,groupmanagementandvoicecontrol.Thetours–organizedbyBaštinaVoyages:responsibleandsustainabletouroperators–usuallylastabout2.5hoursandmostofthemarefree,althoughsomecostupto€15perperson.
Itisstillachallengetogetpeople–citizens,retailers,associations,studentsanddifferentlevelsofgovernment–involvedontheground,andtogetintouchwithfutureculturalconduitsreadytotakepartinthisvastyetaccessibletourismproject.
TheideabehinddevelopingaEuropeannetworkofMigrantCitieswastoincreasetheinitiative’simpactandensureaninnovativeapproachandtheimplementationofbestpractices.
Howit’sFunded
In2014,theproject(thenofficiallyknownas:MygranTour:aEuropeannetworkofmigrant-driveninterculturalroutestounderstandculturaldiversity)wasco-fundedbytheEuropeanUnionandtheIntegrationFund.Thelatterhasa€825-millionbudgetforthe2007-13periodandsupportsnationalprojects,butalsosmallerinitiativesthathelpnon-EUimmigrantsintegrateintoEuropeansocieties.
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Partnerships
Migrantourispromotedbyavarietyoforganizations:responsibleandsustainabletouroperators,suchasBaštinaVoyages(France),ViaggiSolidali(Italy)andPeriferiesdelMon(Spain);developmentandanti-povertyorganizationssuchasFondazioneACRA-CCS(Italy);NGOs,suchasOxfamItaly;andresponsible,community-basedtourismassociations,suchasMarcoPoloandRenovaraMouraria(Portugal)aswellasEarth,ortheEuropeanAllianceforResponsibleTourismandHospitality(Belgium).
Overview
Migrantourisapan-Europeantouristnetworkofurbanculturaldiversity.Therearecurrentlymorethan150companionsguidinggroupsofforeigntourists(andalsocuriouslocals,students,groupsandassociations)onapproximately20interculturaltours.Menandwomanfromoverfortydifferentcountriesandspeakingroughlythirtydifferentlanguageshavetoldtheirstoriestoover11,000participants.
TheopportunitiesforcollaborationaresonumerousthattheconcepthasalreadyexpandedbeyondtheEUandismakingitswaytootherinterestedcities,suchasHongKongandNewYork.
WhileMigrantour’sprojectscurrentlyfocusonthemigrationhistoryofmajorcities,thenetworkemphasizesthatsimilarinitiativescouldalsobedevelopedforandtakeplaceinsmallerurbanandevenruralcentres.
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4–PLANED:FacilitatingCommunityParticipationinLocalDevelopmentProjects–Wales
PLANED(PembrokeshireLocalActionNetworkforEnterpriseandDevelopment)wasestablishedin2001intheSouthPembrokeshirecountyofWales,withtheobjectiveofgetting localpeopleinPembrokeshireinvolvedindevelopmentprojectsthatwillimprovetheirqualityoflife–culturally,socially,environmentallyandeconomically.Throughaprocessthatinvolvesdevelopinglocalpartnershipsandshowcasingexistingresources,associationfoundersprovidesupporttohelpimplementtheactionschosenbycommunityresidents.Withthecollaborationoflocalcommunities,PLANEDorganizesworkshopsthatidentifytheirneedsandstrengths,weaknessesandopportunitiesandeventuallyleadtothedevelopmentofaCommunityActionPlan.
BackgroundandFirstInitiatives
TheSouthPembrokeshireActionforRuralCommunities(SPARC)startedoutin1991asasmallgroupofvolunteerswhowantedtosavea19th-centuryhouseintheircommunitywhich,atthatpoint,wasineconomicdeclineafteranumberoflocalbusinesseshadclosed.Throughaninnovative,pioneeringapproachthatintegratedthecommunityintothedevelopmentprocess,theorganizationquicklybecameasymboloflocalrevitalizationandhascreatedawiderangeofbestpractices.
Byraisingtheawarenessoflocalresidents andpromotingcommunity-ledregionaldevelopment,theassociationhasattractedmanypartnersanddevelopedconsultingandtrainingexpertiseaswellasaninternationallyrecognizedapproach.
PLANED’sgoalremainsthesametodayaswhenitstartedout:namely,toplayavitalroleinempoweringandenablinglocalcommunitiestobefullandequalpartnersinthedevelopmentoftheirarea.Itdoessobybringingcitizenstogetherwithlocalbusinessesandotherorganizationssotheycanworktogetheronstrategiesandprojectsthatwillimprovetheirqualityoflife.
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ServicesOffered
PLANEDworkstoimplementanumberofinterrelatedstrategieswhich,takentogether,promotesustainablelivingforthecommunityby:
• Supportinglocalcommunityactivitiestoimprovecitizens’qualityoflife;• Promotingasenseofplace;• Developingacommunitycultureofentrepreneurship;• Encouraginglocalenterprise;• Developingsustainabletourism;• Supportingsustainableagriculture.
Theareasinwhichtheorganizationoperatesandforwhichitprovidesconsultingservicesare:sustainabledevelopment,energyandtheenvironment,heritageandtourism,agriculture,businessnetworksandtrainingthroughso-called“taster”courses.
Theobjectiveforanyprojectinvolvingheritageandtourismisprimarilytomaketheregionmoreattractiveforbothvisitorsandlocals.Initiativestoenhancearegion’sbuiltandnaturalattractionsincludeimplementingbestenvironmentalpractices,safeguardingandpreservingheritageandorganizinginterpretationactivities.
Aftermeetingwithseveralgroupsandcommunitiestodiscusstheirlocalheritagefeatures,PLANEDsetupawebsitetopromotetheregiontoforeignvisitors.ExperiencePembrokeshireprovidesawealthofinformationconvenientlydividedintoseveralcategories:BuiltHeritage,includingmilitaryandindustrialbuildings,pre-historicremains,castles,etc.;Landscapes,includingestuariesandwaterways,moors,woodlands,walkingtrails,etc.;Events,andFestivals.Theassociationevenoffersself-guided,week-longpackageholidaysforavarietyofdifferentinterests(coastalislands,archeologicalsites,cathedrals,clifftops,beaches,etc.)aswellasanumberofguideddaytrips.Thedaytripscost£25perperson,includingtransportationandlunch,whiletheholidayscostbetween£315and£470ahead.
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ThankstoanetworkoforganizersknownasFestival&EventConnectionsthatwascreatedbytheassociation,todayPembrokeshireiswell-knownforitsfestivalsandevents.Atrainingcoursetohelpcommunitiespromotetheirlocalculturehasbeendeveloped,andregularnetworkingeventshelporganizersstayabreastofissuesandinformationandsharebestpractices.
ThroughtheResearch,InterpretationandCelebrationofCommunityHistoryandHeritageprogram(orRICCHH),theassociationencouragescitizensandcommunitiestoresearchandcelebratetheir“senseofplace”,aconceptbasedonthearea’sdistinctiveheritagefeaturesanduniquesceneryandattractions.ThefeelingofcommunitypridefosteredbyPLANEDhasgivenrisetoanumberofcollectiveinitiativesinsmallercommunities,suchashistoryleaflets,themedwalkingtrails,interpretationpanelsandexhibitions.
Oneoftheassociation’sprioritiesistodevelopexemplaryenvironmentalandsustainablepractices.Tothatend,theSustainableToolkithelpscommunitiesunderstandhowtheyimpacttheenvironmentandlearnsoundandrespectfulmanagementpractices.
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Similarly,theassociationhascreatedtheGreenwaysHolidaysBureau,thatencouragevisitorstoconnecttothecountythroughsuchactivitiesaswalkingorcycling,andpossiblyspendingthenightatanearbyfarmorBed&Breakfast.ThisapproachhasgeneratedsignificantinterestamongtravelagenciesinGermanyandtheNetherlands.
OtherprojectsthathavereceivedPLANEDsupportincluderestoringarchaeologicalsites,buildingboardwalksandbirdobservationtowers,creatingtrailswithinterpretivesigns,providingfundingforanewTouristInformationOffice,andmuchmore.
HowItWorks
AllassociationdecisionsaremadebytheGoverningBoard,madeupofPembrokeshirearearesidentsandrepresentativesfrompublicbodies.TheBoardestablishesadevelopmentplan,includingastrategyandpriorities,foreveryprojectsubmitted,andthesearecarriedoutbyateambasedatthePLANEDofficeinthesmalltownofNarberth.
TwokeyelementsofthecitizensupportprocessareCommunityForumsandCommunityActionPlans.CommunitiesareencouragedtosetupCommunityForums,wheretheycollectivelyidentifylocalneeds,opportunitiesandpriorities,whicharelaidoutinCommunityActionPlansandwhich,inturn,feedintoHubDevelopmentPlans.
HowIt’sFunded
PLANEDhasreceivedfundingof£1.9millionfortheentirecountyfromtheWelshAssemblyGovernment(WAG)throughitsRuralDevelopmentPlanforWales2007-2013.ItalsohasotherfundingstreamssuchasvariousEUprograms,theBigLotteryandtheHeritageLotteryFund,fromwhichitreceived£4,600.
Partnerships
PLANEDworkscollaborativelywitharangeofpartnersfromthepublic,privateandvoluntarysectorsaswellasspecialinterestgroupstodevelopintegratedactionplans.TheCountrysideCouncilofWales,thePembrokeshireCoastNationalParkandDyfedArchaeologytotheWIhavepartneredwithPLANEDonvariousprojects.
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5–Walyku:TheFirstAmerindianTourismProduct–Guiana
WalykuisthenameforagroupofpeopleintheAmerindianvillageofFavardwhodecidedtojoinforcesandcreateaculturalproductdesignedtofosterlocaldevelopment.Thegoalofthiscommunityprojectistohelptouristslearnaboutvillagelifethroughthemedtoursthatfocusonlocalhabitsandcustoms.TheprojecthasbecomeasuccessstoryandanexampleforallofFrenchGuiana,andisamustfororganizedtours.Composedof70%unemployedandunskilledyoungpeople,theprojectisanimportantfactorinboostinglocaldevelopmentandsocialintegration.
Theproject,entitledDéveloppement localduvillagedeFavardpar lacréationd’uneoffretouristique (orDevelopingtheVillageofFavard throughTourism), consistsofdevelopinga tourismproductbasedonactivities thatarepartof thecommunity’sdaily life,suchasartsandcrafts,agricultureandfishing.
The Walykuassociation was initially formed in 1992, based on the idea of using culture to make the village more prosperous.Nineteenyears later, thevillagepopulationdecidedtoset themselvesanewgoal:namely, toworkatdevelopingtourismaroundtraditionalculturalandsportsactivities,andalsotofightagainstdrugandalcoholabuseamongAmerindianyouth.
Partnerships
While the association initially focussed on building sanitation infrastructure and improving villagers’ quality of life (by organizingChristmasparties,sportsevents,alibrary,etc.),2014wastheyearthevillageformedpartnershipswithPeupl'enharmonie,APROSEP(a sports and community education association) and theGuiana RegionalNature Park in order to develop a cultural product fortourists. And,while Peupl’en harmonie helps the association set up and implement an authentic product, APROSEP handles thefunding. Its most significant contribution was securing €11,000 of funding from the EU through its LEADER rural developmentprogramme. Another important event was the agreement, signed with the Regional Nature Park at project start, to providehospitalitytrainingtovillageyouthtaskedwithwelcomingtourists.TheParkalsoagreedtohelpprovideovernightaccommodationfortouristsbybuildingcarbets:atypeofhutmadefrombranches,grassesandpalmfronds.
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TourismProductsonOffer
• TransportationbydugoutcanoefromthecityofRouratothevillageofFavard;• Comfortablebutunusualaccommodationinabedorhammock;• TraditionalGuyanesemeal;• Guidedtoursofthevillage,theabattis(atypeoffortification)andtheLaCarolineResidence;• Foresthikes,suchasa4-hourhikeonCheminRoy;• CanoetripsontheOyac,ComtéandOrapuRiversandnearbycreeks;• Introduction to traditional activities such as:working on theabattis; paddling a dugout canoe, fishing,making chocolate,
couac(amanioc-basedflour),cachiri(alocalbeer),necklaces,basketwork,etc.;• Overnightaccommodationinequippedcarbets(atypeofroughshelter).
Thetourismproductwillbeimplementedinfourphases:
• Phase1:Productdesignandset-up;• Phase2:Trainingforthoseinvolved;• Phase3:Constructionandlayoutofinfrastructure/facilitiesandtouristtrails;• Phase4:Marketingandpromotionofthetourismproduct.
Phase1startedonMarch1,2014afterfundingwassecuredfromtheLEADERprogrammeandtheEU’sGeneralCouncilforaperiodofoneyear.Atthesametime,ajuniorKindergartenandalibrarywereopenedtoimproveaccesstoeducationandculture.Providingsharedspaceforeducation,trainingandmeetingsispartoftheproject’sobjectivetoforgestrongerconnectionsbetweenvillagers.
Theassociationsaysittookthemayeartoformandtrainateam,designandcreatetheproductsandtakecareofadministrativeissues. Today, the village offers six one-day tours and 10 half-day tours.Met upon their arrival in the city of Roura, visitors canchoosefromarangeofactivities,eachonecostingbetween€60and€100perperson:historyandtourofthevillage,foresthikeandintroduction to herbal remedies,making chocolate orwassaï juice,weaving leaves, carving gourds, canoe trips on the Comté orOrapuRivers(toFourgassier),archery,fishing,etc.
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EconomicandSocialImpact
Directlyorindirectly,theeconomicandsocialbenefitsaffectmostofthevillage’sinhabitants.Forthevillageand,indeed,forallofFrenchGuiana,theprojectisbothinnovativeandcapableofgeneratinggrowth.“Growth-generating”becauseitprovidespreviouslyunemployedvillagerswithpaid,professionalemployment,and“innovative”becausethistypeoftourismwaspreviouslyunknowninGuiana.
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