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Cultural & Heritage Tourism: a Handbook for Community Champions

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Cultural & Heritage Tourism: a Handbook for Community Champions Cultural & HeritageTourism a Handbook for Community Champions Table of Contents The views presented here reflect the Acknowledgements 2 opinions of the authors, and do not How to Use this Handbook 3 necessarily represent the official posi- tion of the Provinces and Territories Developed for Community “Champions” ��������������������������������������� 3 which supported the project: Handbook Organization ����������������������������������������������������� 3 Showcase Studies ���������������������������������������������������������� 4 Learn More… �������������������������������������������������������������� 4 Section A – Why Cultural/Heritage Tourism is Important 5 1. Cultural/Heritage Tourism and Your Community ��������������������������� 5 1�1 Treasuring Our Past, Looking To the Future �������������������������������� 5 1�2 Considering the Fit for Your Community ���������������������������������� 6 2. Defining Cultural/Heritage Tourism ��������������������������������������� 7 2�1 The Birth of a New Economy �������������������������������������������� 7 2�2 Defining our Sectors ��������������������������������������������������� 7 2�3 What Can Your Community Offer? �������������������������������������� 10 Yukon Showcase: The Yukon Gold Explorer’s Passport ����������������������� 12 2�4 Benefits: Community Health and Wellness ������������������������������� 14 3. Cultural/Heritage Tourism Visitors: Who Are They? ������������������������ 16 3�1 Canadian Boomers Hit 65 ���������������������������������������������� 16 3�2 Culture as a Travel Motivator ������������������������������������������� 16 3�3 Cultural/Heritage Tourism South of the Line ������������������������������ 19 3�4 Domestic and International Demand ������������������������������������ 21 3�5 The Cultural/Heritage Tourism Traveller: a Snapshot ������������������������ 23 3�6 Motivations of Cultural Tourists in Canada �������������������������������� 24 3�7 The EQTM Model for Understanding Cultural Tourists ���������������������� 25 4. Understanding Community-Based Cultural/Heritage Tourism �������������� 27 4�1 A Sense of Place������������������������������������������������������ 27 4�2 Community-Based vs� Attractions-Based ��������������������������������� 29 BC Showcase: ArtsWells Builds a Destination through Creative Arts Strategy ��� 30 ©2012 – Federal Provincial Territorial Ministers of Culture and Heritage� ALL RIGHTS RESERVED� This book may be freely copied and distributed for Library and Archives Canada Cataloguing in Publication personal or community use� No part of this book may be reproduced for commercial purposes in any form or by any means, electronic or mechanical, Whyte, Bruce; Hood, Terry; and White, Brian P� (eds�)� without permission in writing from the Secretariat, FPT Ministers of Culture Cultural and Heritage Tourism: A Handbook for Community Champions and Heritage, 25 Eddy Street, 8th Floor, Gatineau, Québec, K1A 0M5� All Includes bibliographic references and index� information presented is believed to be correct at the time of release� This guide is produced to provide information to assist Canadian communities� ISBN 978-0-7726-6604-8 The FPT Ministers do not endorse any of the operations or organizations 1� Cultural Tourism, Canada� 2� Culture and Heritage, Canada� I� Title referenced in this guide� Section B – Planning for Cultural/Heritage Tourism 32 5. Plan for a Community-Based Cultural/Heritage Tourism Destination ������������������������������������������������ 32 5�1 Understand the Planning Process ������������������������������������������������������������������������������� 32 5�2 Get Ready for Visitors ����������������������������������������������������������������������������������������� 33 Alberta Showcase: Head-Smashed-In Buffalo Jump and the Fort Museum of the NWMP Develop Aboriginal Partnerships ��� 34 5�3 Assess Your Potential (Baseline Surveys and Inventory) ������������������������������������������������������������� 37 6. Prepare Your People �������������������������������������������������������������������������������������������� 41 6�1 Welcome Your Visitors ����������������������������������������������������������������������������������������� 41 6�2 Become Good Hosts ������������������������������������������������������������������������������������������ 41 Manitoba Showcase: O Roseau Brings Métis Culture to Life ���������������������������������������������������������� 42 6�3 Value Your Visitor Information Centre ���������������������������������������������������������������������������� 44 6�4 Create Effective Partnerships ����������������������������������������������������������������������������������� 45 6�5 Work Respectfully with Aboriginal Communities ������������������������������������������������������������������ 46 7. Prepare Your Places �������������������������������������������������������������������������������������������� 48 7�1 Make Your Places More Attractive for Visitors (and Locals) ����������������������������������������������������������� 48 7�2 Make Effective and Attractive Signage a High Priority �������������������������������������������������������������� 50 8. Prepare Your Activities ����������������������������������������������������������������������������������������� 51 8�1 Create “Lots to Do” �������������������������������������������������������������������������������������������� 51 Newfoundland and Labrador Showcase: the Trails, Tales and Tunes Festival �������������������������������������������� 52 Quebec Showcase: ÉCONOMUSEÉ Celebrate Traditional Trades and Knowledge through a Network Model ���������������� 56 8�2 Tell Your Story Well ������������������������������������������������������������������������������������������� 58 PEI Showcase: Regional Driving Routes Increase Visitation – PEI Arts & Heritage Trail ������������������������������������ 60 9. Develop your Community’s Cultural Character and Themes �������������������������������������������������������� 62 9�1 Build on Your Inventory: Clusters and Themes��������������������������������������������������������������������� 62 Saskatchewan Showcase: Trails of 1885 Bridges Cultures and Attracts Tourism ����������������������������������������� 66 9�2 Position Your Available Experiences ����������������������������������������������������������������������������� 68 Nova Scotia Showcase: Celebrating Identity through the Celtic Colours International Festival ���������������������������� 70 10. Move Your Strategy Forward ����������������������������������������������������������������������������������� 72 10�1 Overcome Barriers to Culture and Tourism Partnerships ����������������������������������������������������������� 72 10�2 Involve Your Local Colleges and Universities ��������������������������������������������������������������������� 73 10�3 Market for Success: Special Considerations ���������������������������������������������������������������������� 73 Ontario Showcase: Community-Based Internet Marketing Draws Visitors to Stratford – ���������������������������������� 76 10�4 Measure Your Progress ��������������������������������������������������������������������������������������� 80 New Brunswick Showcase: Le Pays de la Sagouine – from Zero to Community Hero ������������������������������������� 82 10�5 Celebrate Your Success! �������������������������������������������������������������������������������������� 84 Appendix 1: Resources 84 Appendix 2: Endnotes 85 1 Acknowledgements This resource was commissioned by, and received financial support from, the Federal-Provincial Territorial Ministers’ Table on Culture and Heritage (FPT)� Its development was a collaborative effort, and includes up-to-date knowledge and practical ideas contributed by specialists from across Canada� Editorial Advisors/Contributors • Dr� Cyril Simard, Société du réseau ÉCONOMUSÉE®, Quebec, QC • Steven Thorne, specialist in place-based cultural tourism, Waterloo, ON • Dr� Brian White, Royal Roads University, Colwood, BC • Bruce Whyte (project managing editor), Ministry of Community, Sport and Cultural Development, Victoria, BC Contributors • Kevin Desjardins, Director, Communications and Public Relations for the Tourism Industry Association of Canada • Cheryl Chapman and Keith Henry, Aboriginal Tourism Association of BC • Erin Hodgins, Senior Researcher, BC Ministry of Jobs, Tourism and Innovation • Showcase Contributors: Nancy Arsenault, Ian McGilp, Ella Henaghan FPT Working Group Contributors • Brian Groves, Manager, Yukon Beringia Interpretive Centre, Yukon • Mireille Fiset, Tourism Development Officer, Department of Economic and Rural Development and Tourism, Nova Scotia • Juanita Keel-Ryan, Director, Strategic Tourism Product Development, Ministry of Tourism, Culture and Recreation, Newfoundland and Labrador • Donna Poon, Tourism Development Officer, Ministry of Tourism, Parks and Recreation, Alberta Production Team • Terry Hood (production manager), LinkBC: the tourism & hospitality education network • Morgan Westcott (copy editor), LinkBC • Jason Brawn (graphic designer), Freelance Imagination Special thanks to trailblazing proponent and practitioner of cul- to the Museum Association of Arizona for permission to adapt a tural tourism, Steven Thorne (www�team-tourism�com/associates/ number of practical tools from Cultural Heritage Tourism: Practical stevent�asp), whose place-based planning approach is spotlighted Applications, and to Tourism British Columbia for permission to in Chapter 9� Steven’s
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