Global Report on Cultural Routes and Itineraries

Global Report on Cultural Routes and Itineraries Affiliate Members Report: Volume twelve Affiliate Members Report published by UNWTO and Agencia de Turismo de las Islas Baleares (ATB) Global Report on Cultural Routes and Itineraries Global Report on Cultural Routes and Itineraries World Tourism Organization (UNWTO) Secretary-General: Taleb Rifai Director-Executive Secretary of Member Relations: Carlos Vogeler UNWTO Editorial team AM Reports Management: Yolanda Perdomo, Director of the Affiliate Members Programme Editorial Team: Addaia Arizmendi, Aditya Amaranggana, Beatriz Cano, Afiya Holder, Elena Cholakova, Malak Zungi, Jonatan Gomez, Dmitriy Ilin (UNWTO Affiliate Members Programme) Contributing Editor: Margalida Picornell Vaquer, ATB. Contributing Authors: UNWTO Affiliate Members Programme; UNWTO Office of Tourism and Culture; UNWTO Fairs and Special Field Projects Programme; Marcel Leijzer (UNWTO Technical Cooperation Programme) and Richard Denman (The Tourism Company); Isabel Garaña (UNWTO Regional Programme for Europe); Dr. Jordi Tresserras Juan (University of Barcelona/IBERTUR); M. Calvo; J. García; D. Albero and D. Javaloyas (ArqueoUIB Research Group, University of the Balearic Islands); M. Picornell (Tourism Agency of the Balearic Islands, Government of the Balearic Islands, Coordinator of CERTESS Baleares). UNWTO would like to sincerely thank Agencia de Turismo de las Islas Baleares (ATB) for this joint publication. Copyright © World Tourism Organization, 2015 Affiliate Members Global Report, Volume twelve – Cultural Routes and Itineraries Published and printed by the World Tourism Organization (UNWTO), Madrid, Spain. First printing: December 2015. All rights reserved. The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization concerning the legal status of any country, territory, city or area, or of its authorities or concerning the delimitation of its frontiers or boundaries. World Tourism Organization (UNWTO) Tel.: (+34) 915 678 100 Calle Capitán Haya, 42 Fax: (+34) 915 713 733 28020 Madrid Website: www.unwto.org Spain E-mail: [email protected] Citation: World Tourism Organization (2015), Affiliate Members Global Reports, Volume twelve – Cultural Routes and Itineraries, UNWTO, Madrid. UNWTO publications are protected by copyright. Therefore, and unless otherwise specified, no part of an UNWTO publication may be reproduced, stored in a retrieval system or utilized in any form or by any means, electronic or mechanical, including photocopying, microfilm, scanning, without prior permission in writing. UNWTO encourages dissemination of its work and is pleased to consider permissions, licensing, and translation requests related to UNWTO publications. Permission to photocopy UNWTO material in Spain must be obtained through: CEDRO, Centro Español de Derechos Reprográficos Tel.: (+34) 91 308 63 30 Calle Monte Esquinza, 14 Fax: (+34) 91 308 63 27 28010 Madrid Website: www.cedro.org Spain E-mail: [email protected] For authorization of the reproduction of UNWTO works outside of Spain, please contact one of CEDRO’s partner organizations, with which bilateral agreements are in place (see: www.cedro.org/en). For all remaining countries as well as for other permissions, requests should be addressed directly to the World Tourism Organization. For applications see: http://publications.unwto.org/content/rights-permissions. Design and printing: Impacto Creativo de Comunicación, SL Photos by UNWTO / Dreamstime Cover photo: © Beeldphoto Dreamstime.com - Castle courtyard Table of contents Foreword by UNWTO Secretary-General 9 Message from the Minister for Innovation, Research and Tourism - 10 Balearic Islands Regional Government Message from the Director of the Affiliate Members Programme 12 1. UNWTO and cultural routes 14 1.1 UNWTO/UNESCO World Conference on Tourism and Culture 18 1.2 UNWTO Silk Road Programme 21 1.3 Great Himalaya Trail Development Programme, Nepal 27 1.4 European Cultural Routes 32 2. Cultural routes: a window of opportunities 34 2.1 Introduction 34 2.2 Tourism trends: opportunities to produce and expand cultural routes 35 2.3 Cultural traces, cultural heritage and cultural tourism products 37 2.3.1 Cultural traces 37 2.3.2 Cultural heritage 37 2.3.3 Cultural tourism products 38 2.4 Approaching cultural rutes 39 2.4.1 Classification of routes based on their design and structure 39 2.4.2 Classification of cultural routes based on their theme 40 2.4.3 Classification of cultural routes based on their territory 40 2.4.4 Classification of cultural routes based on their historic origin or their current reconfiguration 40 2.4.5 Classification of cultural routes based on their visitor infrastructure 41 3. 44 The development of transnational cultural routes 3.1 Introduction 44 3.2 Transnational Cultural Routes in United Nations’ Actions 44 3.3 Cultural Routes of the Council of Europe 46 3.3.1 European Cultural Routes Models 49 3.3.2 Other Cultural Routes Models 49 4. Why Invest in Cultural Routes: Balearic Archaeosites Project 50 4.1 Introduction 50 4.2 The benefit of cultural routes 51 4.2.1 Implementing new tourism products 51 4.2.2 Economic efficiency 52 4.2.3 Local communities 53 4.3 Best practices for the implementation of cultural routes: Balearic Archaeosites experience 54 4.3.1 Research, development and implementation 54 4.3.2 Constructing cultural routes: efficiency and synergies 55 4.3.3 Connect heritages: use of cross-sectional heritage strategies in cultural routes 56 4.3.4 Strengthen the local economy: implementing strategies to connect the region’s socio- 59 economic fabric with the cultural route 4.3.5 Cultural routes: gateways to the region 59 4.3.6 Bottom to top: governance strategies and network structures 60 4.3.7 Enhancing the route: must-do, network and multiproduct strategies 62 4.3.8 Creating experiences: training and socialisation 63 4.4 Final considerations 64 5. Tourism management of cultural routes 66 5.1 Introduction 66 5.2 Cultural attractions accessibility 67 5.2.1 Cultural accessibility 67 5.2.2 Time accessibility 67 5.2.3 Spatial accessibility 68 5.2.4 Financial accessibility 68 5.3 Key elements in effective tourist management of cultural routes 69 5.4 Cultural routes as a cultural and creative tourism destination (“orange” tourism) 70 5.5 Conclusion 72 6. Recommendations: synergies for a strategic alliance between culture, tourism and community 74 74 6.1 Introduction 74 6.2 Guidelines and recommendations for a sustainable and responsible management of cultural routes 77 6.3 Challenges and perspectives 7. Best practices 80 7.1 The Slave Trade and Slavery: how to reconcile the ethics of commemoration and 82 the marketing of cultural tourism? 7.2 Creating a cultural-environmental themed route in the Alfred Nzo District of the Eastern Cape in 85 South Africa 7.3 Building youth’s capacity in the Historic Town of Sukhothai and Associated Historic Towns to carry 88 on sustainable tourism 7.4 Culture’s growing prominence in adventure travel itineraries 90 7.5 Australia’s Great Southern Touring Route 93 7.6 Proposed methodology for the creation of cultural itineraries 95 7.7 Colombian cultural tours that attract the world 98 7.8 Guanajuato´s Tequila Circuit: an enogastronomy symbol 100 7.9 Bogotá, the cultural soul of Colombia 102 7.10 Buenos Aires Cultural Planning 104 7.11 Roteiros de Charme Hotel Association 106 7.12 The cultural and historical tourist itinerary of Paraguay 108 7.13 Participation of the Institution University Libertadores Community Development of Tourism in the 112 country 7.14 Future managers to help develop cultural and heritage tourism 114 7.15 The management and the governance of the European Cultural Routes: The case of France and 116 Spain 7.16 Transnational urban memory for local development: the ATRIUM Route 118 7.17 Meet the Roman Emperors and Danube Wine Route 120 7.18 Cultural routes in Hungary 124 7.19 Holy Grail Route – the European cultural itinerary where culture, tradition and legend come together 126 7.20 World Amber Road – to link smart travellers 130 7.21 Cultural routes in the Algarve 134 7.22 Itineraries through the maze 136 7.23 The role of the Organization of the Black Sea Economic Cooperation in developing cultural tourism 138 and cultural routes projects in the Black Sea region 7.24 The impact of the route Camino de Santiago (Way of Saint James) in the regional tourism of Castile 142 and León 7.25 Community-based tourism and walking tours along the old transhumance routes in Italy 144 Foreword International tourism has seen rapid growth and were highlighted in the very first UNWTO/UNESCO World diversification over recent decades to become one of the Conference on Tourism and Culture in Cambodia, which leading economic sectors in the world. Today, more than aimed to seal the strong alliance between tourism and one billion tourists travel to an international destination culture towards sustainable development. each year, and by 2030, UNWTO forecasts this number to reach 1.8 billion. Against this backdrop, this Global Report on Cultural Routes and Itineraries presents key information on the Alongside tourism´s expansion, cultural routes have current trends, along with case studies highlighting public- been gaining increasing prominence in recent years. private sector cooperation in the development of cultural These renowned routes are some of the world´s richest routes, underscoring the importance of cross-sectorial and most diverse cultural destinations, building upon coordination to guarantee the protection, preservation unique local heritage and traditions while encouraging and conservation of cultural itineraries and attractions in the close participation of local communities. Apart from the framework of tourism development. enhancing the visitor experience, cultural routes represent immense opportunities for economic growth and inclusive On behalf of the World Tourism Organization, I would like development by creating employment and small business to thank our valued Affiliate Members as well as all the ventures, helping to distribute tourism´s socio-economic organizations that have contributed to this Report.

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