Transcript The objective of the panel discussion The objective of this panel is to

DISCUSSION PAPER
PANEL 2: THE BETTER USE OF OUR CULTURAL HERITAGE FOR CREATING NEW TOURISM
PRODUCTS
The objective of the panel discussion
The objective of this panel is to showcase how cultural heritage can contribute to the creation of
new tourism products. It is also to debate how innovation can further contribute to improve the
way tourists enjoy cultural heritage. By innovation it is to be intended both the use of new digital
and ICT tools and the way cultural heritage is presented in the context of tourism offers (e.g.
developing a more attractive story-telling around cultural heritage; developing offers in
combination with local traditions, food produce and creativity, sport activities, …).
Background
Cultural heritage is one of the major assets for the visitor economy. European destinations enjoy
a dominant position in the global market due to their unique cultural heritage that cannot be
found or replicated elsewhere in the world.
Culture, tangible and intangible, is a strong motivation for travel. Four European tourists out of
ten choose their destination for its cultural offering1. The percentage is even higher for tourists
coming from third markets.
The relation between culture and tourism is mutually beneficial. In fact tourism can have
important spill-overs on heritage, including the preservation of historical sites, local traditions,
and local food production. Moreover, tourism has spill-overs on cultural and creative industries
(CCIs), such as fashion, design and high-end products.
Indeed, the most successful destinations today are those capable to combine various cultural
elements: heritage, living culture and traditions. It is also of paramount importance to innovate
the way tourists enjoy cultural heritage, by using new digital and ICT technology.
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Based on the findings of the Eurobarometer survey on the "Attitudes of Europeans towards tourism"
Tourism and cultural heritage
Many concrete examples in Europe show how to make cultural heritage more attractive and how
to create innovative tourism products. There are also examples on how to make public and
private players cooperate at best, in both the domain of culture and the tourism sector.
For example, the Liberation Route Europe2 is a continuously growing, international
remembrance trail, connecting important milestones of modern European history and linking
regions along the advance of the Western Allied Forces. The project shows how developing
story-telling can re-shape the image of traditional destinations and attract new visitors.
El Camino de Santiago3 is a perfect example of how to connect culture and tradition with a wide
range of tourism offerings. It shows also how to involve local communities in a comprehensive
and articulated route using at best the various funds available at national and European level.
Iron Curtain Trail4 runs from the Barents Sea to the Black Sea on the tracks of the history of
Europe's division. The trail is a 6,800-km cycle-route along the former border dividing the two
blocks during the Cold War. It perfectly combines culture, history, active tourism and
sustainability.
The "TECHCOOLTOUR" project5 (Augmented Reality for Promotion of Roman and Byzantine
Itineraries) joins twelve archaeological sites in four countries. They are marked with Augmented
Reality info boards which trigger virtual presentations, offer additional information to visitors,
thus transforming the routes into a virtual open air museum.
The European Commission is cooperating with and supporting UNESCO to enhance the
visibility of the UNESCO Heritage Sites in the EU through transnational tourism routes. The
overall objective is to raise awareness about and better valorise these incomparable treasures also
to the benefit of the visitor economy.
Moreover, over the past years, it has also been cooperating with the Council of Europe in support
of their Cultural Routes6. Some of them have proved to be very successful in proposing a
different and sustainable tourism experience.
Private sector and tourism organisations must lead on the development of cultural content to
attract visitors, while public authorities have an enabling role to play.
DISCUSSION POINTS:
1. What are the main elements of a successful tourism product built on cultural heritage?
2. What is the role of international organizations in fostering new trends, good practices and
cooperation projects for shaping new tourism products built on cultural heritage?
3. What should be the main priorities for public authorities and for the European
Commission to help developing and innovating heritage-based tourism?
4. How could public and private sector cooperate to develop heritage-based tourism and
new tourism offers?
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https://liberationroute.com/
http://www.caminosantiagodecompostela.com/
http://www.ironcurtaintrail.eu/en/
http://www.techcooltour.com/en/project/about
http://culture-routes.net/
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