Promoting Cultural Heritage for Sustainable Tourism Development: Samoa
A. Ford, A. Carr, N. Mildwaters, D. Fonoti and G. Jackmond
About NZIPR
The New Zealand Institute for Pacific Research (NZIPR) was launched in March 2016. Its primary role is to promote and support excellence in Pacific research. The NZIPR incorporates a wide network of researchers, research institutions and other sources of expertise in the Pacific Islands.
Published by
Promoting Cultural Heritage for
Sustainable Tourism Development: Samoa
A. Ford1, A. Carr1, N. Mildwaters2, D. Fonoti3 and G. Jackmond3
ISBN: 978-0-473-48281-7
1 University of Otago PO Box 56 Dunedin New Zealand
2 Otago Museum 419 Great King St Dunedin New Zealand
3 Centre for Samoan Studies Le Papaigalagala Campus National University of Samoa Apia, Samoa
1 Executive Summary
Tourism has been identified as an important in Samoa. In March 2018, a third trip involved economic industry for the Small Island a week of semi-structured interviews with Developing States (SIDS), including Samoa, cultural heritage and tourism stakeholders. both internally (STA 2014a) and externally (Everett et al. 2018; Harrison and Prasad A key finding of this research is that while 2013; World Bank 2017). One of the impor- intangible cultural heritage such as dances, tant niche markets for tourism is cultural performances and craft production is already heritage, which involves “travellers seeing or a mainstay of Samoan tourism, tangible experiencing built heritage, living culture or cultural heritage sites beyond the museums contemporary arts” (Timothy 2011: 4). While and the Samoan Cultural Village in Apia are cultural heritage tourism comprises 40% of largely missing. Samoa has a rich array of the global market, in the Pacific cultural monumental archaeological sites, including heritage tourism remains underdeveloped. star mounds, house platforms, walkways, fences, earth mounds and fortification sites, One of the benefits of cultural heritage which are highly visible and evocative, tourism is its ability to involve local com- including some of the largest man-made munities, using their own heritage as tourism structures in Polynesia. Many of these sites assets, therefore potentially providing sus- are located on customary land and therefore, tainable socio-economic development. This where appropriate, could be developed by study investigates the current opportunities local communities as potential sustainable and constraints for local communities in tourism ventures. These cultural heritage developing cultural heritage tourism sites could provide an excellent opportunity projects, using Samoa as a case study. for communities to be involved in the tourism industry, particularly as development The methodology for this report involved a will generally require low levels of investment desktop review of tourism-related literature in capital and infrastructure, and build upon for Samoa, as well as three fieldtrips to Samoa an already known asset – their own cultural for site observations and meetings with local heritage. At the same time, developing community members and cultural heritage cultural heritage sites that address Samoa’s and tourism stakeholders, to discuss attitudes long history could provide a distinct and opinions towards cultural heritage tourism. marketing point from other Pacific Island In August 2017, an initial scoping trip was nations, establishing itself as a major cultural completed to liaise with local National heritage destination within the Pacific. University of Samoa partners. The second visit in December 2017 involved the research Developing tourism at these sites will not be team conducting focus group interviews with without challenges. To begin with, Samoa local community members who have the has fragmentary cultural heritage legislation potential to develop cultural heritage tourism that provides little protection to these sites. attraction sites. This trip also involved the As recommended by the Samoa Law team visiting key cultural heritage locations Reform Commission, a Samoan Heritage
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Authority should be developed with appro- unfamiliar to the communities interviewed, priate legislation to protect tangible cultural compared to other types of tourism. In heritage sites. short, there is great potential in Samoa for local communities to be involved in cultural For tourism development, communities and heritage tourism, but there needs to be a stakeholders identified a need for initial coordinated and holistic strategy for tourism capital grants for access/infrastructure issues development from both tourism and cultural at the sites, as well as resources and training heritage bodies together. If completed for members of the communities who need successfully, the development of this tourism assistance with capacity building, product could be attractive to several types of development, marketing and guide training. markets, including international visitors, but Awareness/advocacy for cultural heritage also domestic and diaspora visitors who wish tourism was also needed as this concept was to connect to their culture and history.
3 Acknowledgements
The project team would like to acknowledge the funding provided by the New Zealand Institute of Pacific Research to undertake this study. We would also like to thank all of the stakeholders involved in our research, including the local communities and tourism providers who agreed to participate in interviews in Samoa, as well as the Museum of Samoa, the Robert Louis Stevenson Museum, the Samoan Tourism Authority, the Savai’i Samoa Tourism Association, the Culture Division of Ministry of Sports, Education and Culture, and the Centre for Samoan Studies at theNational University of Samoa. We would also like to thank Matiu Matavai Tautunu from the Centre for Samoan Studies at the National University of Samoa for facilitating community interviews, and the students from the Centre for Samoan Studies who assisted with the translation and transcription of the interviews.
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Contents
Executive Summary 2
Acknowledgements 4
Introduction 6
Tourism in Samoa 8
Community Based Tourism in Samoa 14
Cultural Heritage Tourism 16
Cultural Heritage of Samoa 20
Key Stakeholders for Cultural Heritage Tourism in Samoa 22
Cultural Heritage Opportunities in Samoa 24
Community and Stakeholders’ Views on Cultural Heritage Tourism 30
Challenges With the Development of Community Based Cultural Heritage Tourism 34
The Role of Museums in Cultural Heritage Tourism 40
Recommendations 43
Concluding Remarks 47
References 48
5 Introduction
Tourism has been identified domestically attitudes and opinions towards cultural and internationally as a key economic and heritage tourism. The first trip in August development opportunity for South Pacific 2017 was an initial scoping trip to liaise with nations (Harrison and Prasad 2013), with local National University of Samoa partners entities such as the World Bank (2017) and at the Centre for Samoan Studies. The the Asian Development Bank (Everett, second visit in December 2017 involved Simpson and Wayne 2018) focusing upon group interviews with local community the need for these smaller nations to develop members of three villages who have the sustainable tourism that draws upon their potential to develop cultural heritage tourism rich natural and cultural heritage (Scheyvens attraction sites. The group interviews 1999). Tourism is often positively portrayed combined villages, but separated interviews as providing multiple benefits to developing into three groups: matai, women and nations, including the stimulation of economic untitled men, in order to hear different growth; the creation of employment oppor- viewpoints. These interviews were held in tunities and enterprises; the promotion of English and Samoan, and were recorded, infrastructure development; provision of tax transcribed and translated by the Centre for revenue to governments; the import of Samoan Studies. This trip also involved the foreign currency and potentially foreign team visiting key cultural heritage locations investment; and the potential spread of in Samoa. In March 2018, a third trip economic opportunities into rural areas and involved a week of semi-structured local communities (Cole 2006; Scheyvens interviews with cultural heritage and tourism 2015; Telfer and Sharpley 2016). Furthermore, stakeholders, including staff from the tourism involving the cultural heritage of Museum of Samoa, the Samoa Tourism communities can deliver beneficial out- Authority, the Savai’i Samoa Tourism comes such as cultural exchange and the Association, the Robert Louis Stevenson potential for continuation of cultural trad- Museum, the Cultural Division of Ministry itions, while also acknowledging that mis- of Sports, Education and Culture and local management, especially during times of tourism providers, including those with tourism growth, can be detrimental to com- experience in cultural heritage tourism. munities (Scheyvens 1999). The aim of this report is to examine the potential for developing This report was completed as part of a larger cultural heritage tourism opportunities, with project, funded by the New Zealand Institute particular emphasis on tangible cultural heri- of Pacific Research, which aimed to investi- tage such as archaeological sites, for sustain- gate the possibility of utilising cultural heritage able local community development in Samoa. for sustainable tourism development within the Pacific region. Two case studies were The methodology for this project involved a selected to investigate this in more detail: desktop review of tourism-related literature Madang, Papua New Guinea, and Samoa. for Samoa, as well as three fieldtrips to Samoa The overall objectives for our project were for site observations and to meet with and as follows: discuss community member and stakeholder
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1. Identify the opportunities and difficulties cultural heritage tourism and how it differs of using cultural heritage within the from more traditional tourism offerings in Pacific for sustainable development. the Pacific.
2. Increase in-country awareness of sustain- As noted above, each case study will have able cultural heritage tourism opportunities. different cultural heritage opportunities, depending on each unique cultural context, 3. Identify workable synergies between therefore this report will briefly describe cultural and education institutions, Samoa’s cultural heritage. Key stakeholders government authorities, local for the development of cultural heritage communities and tourism infrastructure. tourism in Samoa will be identified along with the role they may play in the future, An important tenet of the case studies was to before highlighting current cultural heritage identify how local and cultural factors might opportunities within Samoa itself. This will impact upon the creation of cultural heritage be followed by the results of the interviews tourism development opportunities. It was with communities and stakeholders, therefore important to understand how discussing perceived views on cultural tourism is currently organised in each case heritage tourism. Current obstacles and study. This report will begin by introducing challenges for developing cultural heritage the current tourism situation of Samoa to tourism opportunities in Samoa will be understand current opportunities and discussed before reviewing the role that obstacles before examining how local museums in Samoa may play in the communities in Samoa participate within the development of this industry. Finally, tourism industry itself. As cultural heritage drawing on the results of this research a set tourism is a relatively new concept within the of recommendations for the future Pacific, highlighted by the current research, development of cultural heritage tourism this report will explain the concept of specific to Samoa will be suggested.
7 Tourism in Samoa
Tourism has been recognised as having the tourism sector governance, promotion and capacity to deliver economic growth whilst marketing, training, and product develop- maintaining social/cultural and environmental ment including infrastructure” (Ministry of wellbeing for the country (Ministry of Finance Foreign Affairs and Trade 2011). More 2012, 2016; STA 2014a). The Samoa recently, this programme has been Tourism Sector Plan 2014-2019 Vision transformed into the Samoa Tourism states that “By 2019, Samoa will have a Growth Programme 2017-2021. growing tourism sector, which engages our visitors and people and is recognised as the While visitor arrivals have been steadily leading Pacific destination for sustainable increasing to Samoa (Figure 1), with growth tourism” (STA 2014a: iii). Sustainable of 6.8% in 2017 (SPTO 2018), they remain tourism is also highlighted as one of the Key lower than the numbers of visitors travelling Outcomes of Priority Area One (Economic to other Pacific nations, particularly Fiji. Sector) in the Strategies for the Development This is partly exacerbated by the very low of Samoa 2012-2016 and 2016/17-2019/20 cruise ship numbers that Samoa receives (Ministry of Finance 2012, 2016). The compared to other nations, which boost importance of tourism to the Samoan visitor arrivals significantly in these nations. economy has been recognised by the New For example, in 2017 Samoa had 11,000 Zealand government, which initiated the cruise ship passengers, compared to 224,000 Samoa Tourism Support Programme cruise ship passengers visiting Vanuatu (STSP) in 2011/2012, aimed at “improved (UNWTO 2017). The lack of cruises to
1000000 900000 800000 700000 600000 500000 400000 300000 200000 100000 0 Papua American Cook French New Solomon Fiji New Samoa Vanuatu Samoa Islands Polynesia Caledonia Islands Guinea 2014 51600 121000 781000 229000 529000 191000 131000 20100 329000 2015 47100 125000 869000 239000 558000 198000 139000 21600 287000 2016 38250 146000 963000 241000 625000 197632 146000 23200 350000
Source: UNWTO 2017. Figure 1 Annual Visitor Arrivals to Pacific Nations (including both overnight and excursionist visitors). NB: Excursionist data is missing for Cook Islands and Solomon Islands.
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Samoa is largely due to its distance from the is removed from the visitor arrivals, Samoa main cruising ports of Australia and New has a roughly comparable tourism market Zealand (STA 2014a: 10). If cruise ship data with many other Pacific nations (Table 1).
Table 1 Holiday tourist arrivals to Pacific nations 2016-2017, excluding excursionists.
Country 2016 2017 2017 % change
American Samoa 20050 19987 -0.3 Cook Islands 146473 161362 10.2 Fiji 792320 842884 6.4 French Polynesia 192495 198956 3.4 New Caledonia 115676 120697 4.3 Papua New Guinea 178509 142943 -19.9 Samoa 134000 146000 9.0 Solomon Islands 23192 25709 10.9 Tonga 59130 Prov. 62434 5.6 Vanuatu 95117 109063 14.7
Source: SPTO 2018, except data for Samoa and Papua New Guinea which are sourced from UNWTO (2017) and PNGTPA (2018) respectively as they included excursionist data in their original reporting to SPTO.
Most Pacific nations’ visitor statistics are visitor numbers from the latter have steadily dominated by holiday visitors which decreased over time. The USA and Others generally comprise about 70% of their appear to be small but increasing markets. annual international arrivals. Samoa is an exception, however, due to its large visiting It should be noted that the numbers in friends and relatives (VFR) market (Figure Table 2 reflect all visitors to Samoa and do 2). Between 2012 and 2017, holiday makers not identify holiday visitors from those have generally held steady at between 35- visiting for other purposes. Results from the 40% of the total tourism market, with VFR Samoa International Visitors Survey, between 33-37% (Figure 2). however, suggests that a third of NZ visitors come for holiday purposes (NZTRI 2018). In terms of origin of tourists, by far the There is also a lack of detail regarding wider largest group of travellers is from New source markets with ‘Others’ comprising a Zealand, with a market share between 43- very large, diverse group. Further statistical 46% (Table 2), which reflects their geogra- refinement would enable greater under- phical proximity, historical connections and standing of the source of Samoa’s tourists, the migration patterns between the two particularly in terms of identifying potential countries. New Zealand, with its large Samoan growth markets originating from Asia. It is diaspora community, is responsible for a also important to examine travellers’ large segment of the VFR market. Australia purpose to help determine if visitor provides a second important market, increases relate to the holiday market or followed by American Samoa, although other areas. For example, Ford et al. (in
9 press) identified that an increase in visitors to business and employment opportunities Papua New Guinea from Asia was linked to rather than an increase in tourism.
160000
140000
120000
100000
80000
60000
40000
20000
0 Holiday VFR Business Sport Others Total 2012/13 51171 46511 13740 1655 13559 126636 2013/14 45278 44051 11493 1234 24762 126818 2014/15 47052 43903 12938 1166 27623 132682 2015/16 55403 48002 12054 2586 27293 145338 2016/17 58010 48076 12515 1377 26459 146437
Source: STA 2017 Figure 2 Visitor purpose for travel to Samoa.
Table 2 Ethnicity of visitor arrivals in Samoa.
2012/13 2013/14 2014/15 2015/16 2016/17
Number % Number % Number % Number % Number % New 55586 44 54275 43 56706 43 65236 45 67636 46 Zealand Australia 27871 22 29666 23 30645 23 30856 21 29453 20 American 20766 16 18914 15 17055 13 14399 10 17416 12 Samoa USA 7337 6 7103 6 9166 7 11705 8 9866 7 Europe 3414 3 3790 3 3334 3 5092 4 4616 3 Others 11662 9 13070 10 15776 12 18050 12 17450 12 Total 126636 100 126818 100 132682 100 145338 100 146437 100
Source: STA 2017
Tourism is the largest industry in Samoa, it is “the main source of income for currently responsible for between 20-25% of Samoans generating over $SAT550 million the nation’s GDP. The Samoan Tourism for the national economy annually”. Figure 3 Authority (STA 2014a: 19) have aspirations shows how tourism earnings in Samoa have to increase tourism by 2019 to a level where been steadily climbing over time. The
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Economic Impact Analysis Report (STA that while holiday visitors are important in and Acorn Consulting 2014) notes that in terms of the amount they spend while 2014 tourism provided 73% of foreign visiting Samoa, VFR are also an important exchange earnings for Samoa, and directly market, spending more per capita than employed 2825 people. Figure 3 also shows holiday visitors.
400
350
300
250
$milliontala 200 TourismEarnings
150
100
50
0 Holiday VFR Business Sport Others Total 2012/13 117.69 148.68 31.42 4.26 14.54 316.59 2013/14 112.61 143.41 29.34 3.61 36.11 325.08 2014/15 119.7 148 33.5 3.7 42.6 347.5 2015/16 142.5 163.6 31.9 7.6 43.7 389.3 2016/17 149.4 162.2 33.4 3.8 43.4 392.2
Source: STA 2017
Figure 3 Tourism earnings in $million tala
With tourism increasing overall, creating a compared to other Pacific nations, Samoa marketing strategy that distinguishes Samoa has limited attraction sites and activities from other Pacific nations is a particular (STA 2014a: 35). The Strategy for the challenge. The STA (2014a: 23) note that Development of Samoa 2016/17-2019/20 Samoa has “a unique Polynesian culture with noted a particular need to diversify tourism a strong sense of place”, but appears to products and activities that engage with struggle to articulate this to overseas tourists. Samoan culture (Ministry of Finance 2016: 6). This is not a problem unique to Samoa; previous studies have suggested that other Miller and Twining-Ward (2005) note that Pacific nations also lack the ability to ade- for Small Island Developing States there are quately distinguish themselves from each risks to developing tourism, including high other by not focusing on their unique cultural economic leakage due to the need to import contexts (Everett et al. 2018; SPTO 2014; goods and services; increased need for Tauaa 2010). At the same time, there is also foreign labour; environmental issues when a perception amongst overseas tourists that, developing areas of limited resources such as
11 water and land; and the commercialisation undesirable impacts of tourism are to be of culture. Other issues include high rates of addressed by effective controls over foreign ownership of resorts. criminal activity, the generation of wastes, the introduction of diseases and the To mitigate against these risks, Samoa has imitation of customary rights to placed emphasis on the need for sustainable intellectual property; and (d) public tourism and has a long history of attempting safety and security is to be preserved.” to implement sustainable tourism principles. For example, in 1998, Samoa was the first Sustainability is clearly a key concept driving country in the Pacific to develop sustainable tourism development in Samoa, although tourism indicators (Miller and Twining-Ward the success of this approach is not always 2005). In 2013/2014, Samoa became an clearly articulated or evidenced (Harrison ‘Early Adopter’ under the Global Sustainable and Pratt 2015: 16). Many of the tourism Tourism Council (GSTC) (STA 2014b), and operations are small-scale and locally owned produced favourable results in a GSTC (Harrison and Prasad 2013: 749; Scheyvens report which reviewed Samoa’s performance 2004, 2005), which commentators cite as a against international benchmarks (STA positive contrast to Fiji where large scale 2014a: 4). Samoa’s ongoing commitment to resorts are generally owned by foreigners, sustainable tourism was again reflected in and the country is now dealing with issues of mass tourism (Scheyvens 2004, 2005; Miller 2017 when the Prime Minister of Samoa, and Twining-Ward 2005; Tauaa 2010). Hon. Tuilaepa Sailele Malielegaoi was More recently, however, there has been an named as Special Ambassador of the increase in foreign ownership and International Year of Sustainable Tourism development of resorts in Samoa. In 2010, by the World Tourism Organisation. the Tanoa Hotel Group, based in Fiji, In Samoa, the Tourism Development Act opened the Tanoa Tusitala Resort in Apia. (STA 2012: 5) notes that In 2016, the iconic Aggie Grey’s Hotel and Aggie Grey’s Resort began a management “the following guiding principles are to partnership with The Sheraton, before being be observed as far as is practicable to sold to Chinese investors in 2018. Also in promote the interests of tourism: (a) 2016, the Taumeasina Island Resort was tourism development shall – (i) be opened in Apia, funded by the Lamana sustainable and for the general benefit of Group (based in Papua New Guinea) with Samoans; (ii) be consistent with existing substantial support from the Samoan traditions, customary practices and rights; Tourism Authority (STA 2012). The and (iii) recognise the authority of the increase in large foreign-owned resorts is not institutions of community governance in necessarily a negative move, particularly as Samoa; (b) environmental impacts from these resorts encourage an increase in tourist tourism developments are to be minimised, numbers can be crucial in providing local and due regulatory processes are to be employment and other potential spin offs for applied to ensure the protection and local communities developing tourism conservation of Samoa’s biodiversity, enterprises (Harrison and Prasad 2013; water resources and terrestrial and Harrison and Pratt 2015). It is important, marine environments; (c) adverse and however, that such developments follow the
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sustainable principles outlined in the patterns of their place”. This means tourism Tourism Development Act 2012. needs to be culturally appropriate and respectful of local traditions. With 81% of In particular, the Tourism Development Act land in Samoa under customary land tenure 2012 (see STA 2012) and others note this also means that most areas subject to (Miller and Twining-Ward 2005; Scheyvens 2004; Taumoepeau and Addison 2016) that possible tourism development are owned by tourism in Samoa needs to be developed in local communities. Harrison (2003) notes conjunction with the traditional way of life in that for tourism to be considered sustainable Samoa, fa’a Samoa, which Fairbairn-Dunlop and successful for Pacific Island nations, (1994: 124) defines as “a system of chiefly local communities need to be involved in the rule in which every person is expected to development process and provide economic know their place and the correct behavior benefits to them.
13 Community Based Tourism in Samoa
As noted above, Samoa has a long history of fees than in resorts, they tend to stay for community-based tourism, particularly the longer periods. There is little economic development of beach fale tourism leakage as tourists tend to have no expec- (Scheyvens 2004, 2005). A Fale is a tations of foreign or imported goods, so fale traditional form of house (usually a hut owners buy/hire goods and services locally, without walls although this has changed at such as fresh fish and vegetables from other some of the more modern fale tourist members of the community. Guides/workers operations to facilitate visitor privacy), and will also be hired from within the local staying in fale accommodation normally community. The types of tourists who stay in means staying on a beach (Figure 4), fale are likely to be more adventurous and participating in communal dinners, and seek out remoter accommodation choices having access to activities such as surfing, thus providing rural and remote communities snorkelling and swimming. Sometimes the with the opportunity to benefit from tourism. fale offers cultural activities such as fiafias This is important in Samoa where most of and handicraft making. Fale operations are the employment opportunities are concen- usually owned by local families and are a trated in Apia; communities with fale ventures source of employment for wider members of make it possible for younger members of the the local community or village. community to stay in the village as opposed Scheyvens (2004) notes several benefits of to having to leave to seek work in Apia. fale tourism for local communities. Econo- Other community organisations and projects mically they are attractive as they bring in benefit too as some of the money earned money, diversify livelihoods and create from the fale tends to be donated to the employment. Although tourists staying in church, schools, women’s groups and other fale are usually paying lower accommodation community organisations.
Figure 4 Beach fale on Lano Beach, Savai’i.
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Importantly for the current study, Scheyvens’ Within the Samoa Tourism Sector Plan (2004) study showed the importance of 2014-2019, one of the goals for 2019 was to culture for tourism in Samoa, with many of increase community management and the tourists interviewed in her study noting participation in commercial enterprises that they valued the beach fale experience as focused on attraction sites, as well as to it felt like they were participating in and increase community engagement through sharing more actively in Samoan culture. At tourism awareness programmes (STA 2014a). the same time, the host communities felt The Plan notes “that well managed attract- proud to be sharing their culture. tions can provide sustainable income for local communities and other accommodation Apart from Scheyvens’ research into beach products can benefit from the development fale tourism, there has been little critical of linkages to cultural and environmental analysis of community-based tourism (CBT) tour products and community based tourism projects in Samoa. Some commentators opportunities” (STA 2014a: 35). This would have reflected on the value of CBT for suggest that on the whole, community based Samoa and, while overall it has generally tourism still has potential for further develop- been seen positively in providing important ment, particularly around attraction sites. economic benefits to communities (Tauaa 2010; Zeppel 2014), it is also noted that To summarise, one of the growth oppor- tourism development needs to be planned tunities for tourism in Samoa is cultural and organised in line with the values and heritage, if communities are willing to share needs of the local community (Taumoepeau their cultural values (tangible and intangible) and Addison 2016). It is imperative, with visitors. Samoa has a reputation for fa’a therefore, that CBT projects are developed Samoa, the Samoan Way of Life, which is in a way that recognises the cultural context transmitted into its friendly relationship with of local communities; i.e. not only achieving tourists, which is exemplified in the growth sustainable objectives for their culture and of beach fale tourism in Samoa. However, environmental wellbeing, but also sustain- there are many other tangible and intangible ability in the context of ongoing economic products that could be developed as sustain- enterprises for financial wellbeing. able development opportunities for local communities, particularly attraction sites.
15 Cultural Heritage Tourism
Cultural heritage can be defined as the (2014 version) which noted that Samoa was material and intangible attributes that people primarily picked as a destination by tourists inherit from previous generations that are because of family/friends in Samoa, beautiful maintained in the present and for the future. beaches/warm water/scenery and warm and Material or tangible cultural heritage sites are sunny weather, although tourists from Europe places that be physically visited and experi- were also attracted by culture and history enced. This includes archaeological sites, (http://samoatourism.org/articles/88/trip- monuments, museums, settlements or planning). The 2018 Samoa International landscapes/places that have historical and Visitor Survey also noted that the prime cultural significance (ICOMOS Charter motivators for travel to Samoa were environ- 2008). In contrast, UNESCO (2003) notes mental cleanliness and weather (49%), local that intangible heritage includes the know- people (37%), activities, attractions, entertain- ledge and practice of culture, such as oral ment and events (17%) and culture (14%) traditions and histories, performing arts, (NZTRI 2018: 25). Scheyvens (2005: 16) rituals, festivals, and knowledge about noted that tourists travelled to Samoa over traditional craftsmanship. other Pacific Island nations such as Fiji because it was “perceived as being more Cultural heritage tourism can incorporate culturally authentic”. both tangible and intangible aspects, depen- ding on the nature of the experience. For In the Samoa Tourism Sector Plan 2014- example, SPTO (2014: 7) defines cultural 2019, tourists were recorded as having a high heritage tourism as “all tourist trips that level of satisfaction with travel in Samoa include cultural activities, such as visiting overall, but only rated cultural activities as monuments, sites and museums, as well as average (STA 2014a: 9). This indicates that experiences and interaction with local there is a need to develop this sector in communities, such as attending festivals, Samoa. While the Sector Plan aims to local cultural events and visiting markets. It increase the level of visitor satisfaction for involves travelling to experience the places cultural activities by 2019, it does not and activities that authentically represent the consider cultural heritage as a niche market stories and people of the past and present.” by itself, instead focusing upon developing This definition reflects both tangible and walking, driving and cycling itineraries (STA intangible cultural heritage tourism experiences. 2014a: 36). Some strategies to upgrade Although globally cultural heritage tourism is existing cultural and natural heritage sites worth 40% of the total tourism market, have been developed, with emphasis on tourism operators tend to market the Pacific signage (both directional and interpretative), as a tropical beach destination, with a lack of information upgrading and training in visitor understanding of the diversity and richness site management (STA 2014a: 36), although of Pacific cultural heritage (SPTO 2014; they were only just becoming operational in World Bank 2017). late 2018 with the first upgrade completed at Afu Aau Falls. While the overall aim of the This is further backed up by the results of Sector Plan is to increase the range of the Samoa International Visitor Survey products within Samoa, a lack of emphasis
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on cultural heritage would suggest a potential tourism development in Samoa (Hall and missing niche market. Duval 2004) but, considering the large numbers of VFR travellers to Samoa, one The advantage of attracting cultural heritage that should be more strongly considered tourists as a niche in themselves is that not only are they usually high value tourists, The NZTRI 2018 Samoa International meaning they are usually high spenders, they Visitor Survey notes the importance of also tend to be discerning about their money, culture for most tourists visiting Samoa, wishing to contribute to the communities despite it not being the prime motivation for where they stay, and pay towards maintaining travellers. The report shows that 86% of and invigorating cultural heritage (SPTO respondents visited a local market, 69% 2014; Timothy 2011). The SPTO notes that visited a village, 57% attended an island tourists from the US, UK, Germany, Japan, celebration or event, 53% attended dance/ France and Australia are most likely to be language/art/cooking classes, 52% attended cultural heritage tourists (SPTO 2014), cultural events of festivals, 45% attended which, referring back to Table 2, are also church, 40% visited a museum and 40% some of the current tourist markets for went on a cultural tour. These results Samoa. None the less, the SPTO 2014 also indicate that many tourists are already notes that Australian and NZ cultural seeking out cultural activities in Samoa as heritage tourists are more likely to visit part of their overall stay, although these Europe or Asia for a cultural heritage trip experiences are currently largely focused on than the Pacific, which is more seen as a intangible heritage. They are also buying local, safe, ‘flop and drop’ beach holiday local clothing (74%), produce (73%) and destination, with the exception of Papua crafts (69%). Comments from visitors New Guinea, which is recognised and valued included in the report showed that travellers as a cultural heritage destination. wanted to engage more with local communities and suppliers, and experience authentic and In addition, incidental cultural heritage traditional culture. This is backed up by a tourists (Du Cros and McKercher 2015) are consumer survey undertaken by STA (2014d) tourists who visit primarily for other reasons, and completed of 2300 Australians, which such as surfing or beach tourism, but also noted that travellers preferred “seeing the engage in cultural heritage activities or visit culture in practice daily instead of only at a attraction sites as part of their overall stay. As ‘cultural show’”. most visitors to Samoa visit for the environ- ment, beaches, the weather and tropical Cultural heritage tourism is recognised as holiday experience, this market is an impor- significant for Samoa and other indigenous tant one to consider when developing cultures because culture tends to be context suitable cultural heritage experiences. Other and place-specific, therefore people have to important potential cultural heritage travel to the place where that culture customers are the local domestic and related originated in order to experience it (Butler VFR markets, as diaspora communities are and Hinch 2007; Pfister 2000; Timothy often looking to reengage with their cultural 2011). This is important for rural and local heritage, or introduce/educate their children communities in particular because these are about their ancestry and heritage. This the types of communities that cultural market is currently overlooked in terms of heritage tourists are looking to interact with,
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Figure 5 Siapo making at the Samoan Cultural Village. people ‘living their culture’. The ability to Apart from economic benefits, cultural draw tourists into rural areas in search of heritage tourism is also perceived as ‘authentic’ cultural experiences is considered providing social/cultural advantages over to be one of the advantages for local com- other types of tourism. The Strategy for the munities in focusing upon cultural heritage Development of Samoa 2012-2016 recog- tourism rather than other types (Butler and nises that tourism can assist in cultural Hinch 2007; Du Cros and McKercher 2015; revival (Ministry of Finance 2012). Allowing Timothy 2011) and has great potential for communities to receive economic benefits Samoan communities. For instance, the from staying connected to their traditional recent Samoa International Visitor Survey cultural values is important and provides (NZTRI 2018: 8) noted that of all visitors incentives for younger generations to learn surveyed, just 33% visited Savai’i, and only about and value their culture (Butler and 2% travelled to Manono. Developing cultu- Hinch 2007). At the same time, cultural ral heritage attraction sites in these areas, heritage tourism, if managed appropriately, which are often marketed as more ‘traditional’ can allow tourists to engage more directly and ‘off the beaten track’ already, could with the communities they visit, thus creating provide further incentive for tourists to real interactions between locals and tourists include these islands in their planning. (Du Cros and McKercher 2015). This
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engagement can result in knowledge sharing, heritage assets, poorly managed tourism can community empowerment and increased lead to deterioration or destruction of the empathy between tourists and communities asset itself (Schuster 2006). Local commu- (Carr et al. 2016). Cultural heritage tourism nities may not have sufficient funds or therefore has a significant social/cultural resources to be able to develop tourism value as well as educational benefits. markets themselves and are therefore at risk of losing control and access to local assets Other advantages of cultural heritage tourism through the involvement of external providers include encouraging more people to partici- (Butler and Hinch 2007). For intangible pate in community level tourism, as cultural cultural heritage attractions, concerns have heritage products tend to be community- focused around the problem of turning based such as handicrafts, fiafias, and sharing cultural heritage into a tourism ‘product’, of traditional knowledge, and for Samoa, which can potentially lead to issues relating many of the tangible cultural heritage sites to inauthenticity, trivialisation, commodifica- are located on customary owned land. tion, and exploitation (Carr et al. 2016; Cultural heritage tourism may also have Prideaux and Timothy 2008). These issues lower start-up costs as the communities have mean that cultural heritage tourism needs to the traditional knowledge, tools and skill-sets be carefully designed in ways that are suitable themselves and therefore do not need to spend initial capital on infrastructure develop- and appropriate for the host community and ment, although this will vary depending on the cultural heritage itself, not just for the the type of venture being developed. At the tourists. The Samoa Tourism Sector Plan same time, cultural heritage tourism tends to 2014-2019 recognises these risks through have low economic leakage as the products their guiding principles, which state that are produced within the village by the villagers tourism development should “respect the and do not require additional external socio-cultural authenticity of host commu- spending, meaning that income can stay in nities, conserve their built and living cultural the community. heritage and traditional values, and con- tribute to inter-cultural understanding and Cultural heritage tourism is not without its tolerance.” (STA 2014a: 18). risks, however. For materially based cultural
19 Cultural Heritage of Samoa
Samoa was first colonised between 2850- ancient Polynesian structure, dates to this 2700 years ago as part of the first push of time period. It is also within this time period people into the Western Pacific. The Lapita that Samoa came under the Tu’i Tonga or people, as this first migration are known, Tongan Maritime Empire, which was ultimately derived from Asia, arriving in eventually repelled by a Samoan chief, Papua New Guinea at about 3300 years ago, Malietoa Savea. before expanding eastwards into the Solomon Islands, Vanuatu, New Caledonia, Fiji, In 1830 the first missionaries arrived in Tonga and Samoa. Samoa is significant as Samoa, John Williams and Charles Barff this is the last place that we see the Lapita from the London Missionary Society, who culture, with voyaging stopping here for landed in Savai’i. They were followed by another 1800 years before venturing further other faiths, including Methodist, Catholic into the eastern Pacific (Wilmshurst, Hunt, and Mormons. Samoans quickly adopted Lipo and Anderson 2011). Only one site Christianity and this became a major feature dates to the Lapita period in Samoa, a village of fa’a Samoa today. Along with the that is now underwater and was identified missionaries, colonial powers soon became during dredging for the wharf at Mulifanua. interested in the economic potential of Samoa, particularly as a shipping port, with This gap in voyaging is significant as it places the British, Americans and Germans all the Fiji-Samoa-Tonga triangle as the area wishing to establish control. The Tripartite where the ancestral Polynesian cultures Treaty was signed in 1899, which gave developed. Archaeologists call this time control of Western Samoa (what is Samoa period the Plainware Period (2500-1500 today) to the Germans. Robert Louis years ago), where pottery is still used but is Stevenson (RLS) arrived in Samoa during not decorated. During this time, there is this time of European conflict over the evidence for people both living along the territory, living at his homestead at Vailima coast of Samoa but also in inland settlements from 1889 until his death in 1894. RLS, or (Green 2002). Tusitala as he was known in Samoa, was buried at Mt Vaea, located above his From 1500-1000 years ago, a Dark Ages or homestead. During his time in Samoa, RLS A-ceramic period is recorded, where there wrote about the local political situation, as are very few archaeological sites recovered, well as novels set in Samoa itself. and pottery has stopped being used. From 1000-250 years ago there is a renaissance in In 1908, an independence movement, Samoan archaeology, with evidence for known as the Mau movement, emerged and extensive monumental architecture being rebelled against colonial rule in Samoa. In built from stone, including hundreds of star 1914, following the outbreak of the First mounds, house platforms, walkways, World War, New Zealand sent the Samoa terraces, ovens and fortifications, as well as Expeditionary Force, commanded by large earthen mounds and ditches, recorded Colonel Robert Logan, to German Samoa to across Upolu, Savai’i and Manono. The seize the local wireless station from German famous Pulemelei mound, the largest control. The administration of Samoa was
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then taken over by New Zealand until the Island nation to gain political independence end of the First World War. Under their in 1962. initial military administration, an influenza epidemic occurred in 1918, when more than Today Samoa is renowned for its strong 8500 people died (one-fifth of the total adherence to fa’a Samoa: the Samoan way of population of Samoa at that time) (Ministry life, which is based on a chiefly system of for Culture and Heritage 2014). At the end rule, with service to matai (chief), aiga of the War, New Zealand was officially (extended family) and the church being handed the mandate for Samoa by the paramount principles. However, less well League of Nations. Ill-conceived policies by known is Samoa’s rich archaeological the New Zealand administration (which was history, particularly its monumental largely run by administrators from military archaeological landscape and the role that backgrounds), such as the ability to banish the islands played in being the last voyaging chiefs and remove titles, and the exclusion of place of the Lapita peoples and Samoans from any real representation in subsequently, during the 1800-year gap governance, led to a revitalisation of the Mau before voyaging began, part of the homeland movement in 1927. A characteristic of the where the ancestral Polynesian culture was movement was passive resistance that developed. While Disney has recently included the refusal to attend government recognised the significance of these stories, meetings, withdrawing children from using them as a basis for the Moana film, government schools and the refusal to work there is little evidence for them being drawn on plantations. In 1929, during a Mau upon in cultural heritage tourism offerings in parade in Apia, New Zealand police opened Samoa. Samoa therefore has a prime fire on the parade with machine guns, killing opportunity to develop cultural heritage eight people, including the prominent attraction sites that tell the story of Samoa, Samoan leader Tupua Tamasese Lealofi III. including the development of the fa’a Samoa This occurred where the old German and the significant role that Samoa has courthouse stands today (Field 1984). played in Polynesian history. These legacies This movement paved the way for will allow the country to distinguish itself Western Samoa to become the first Pacific apart from other Pacific Island nations.
21 Key Stakeholders for Cultural Heritage Tourism in Samoa
For cultural heritage tourism to be successful, a range of stakeholders need to be included, both from tourism and cultural heritage backgrounds. This section will outline the role and responsibilities of key stakeholders within Samoa.
Samoa Tourism Authority (STA): The STA is the lead agency for tourism development in Samoa. It is in charge of tourism advocacy, policy and planning, marketing and visitor information, and market research and statistics (STA 2014a: 15). They can also aid and advise communities on product development. They are funded by the Government but are semi-autonomous, reporting to an independent board and the Minister of Tourism. STA has offices in New Zealand, Australia, USA and the UK for marketing purposes. The STA also runs festivals and events throughout the year, including the Teuila Festival. Information is provided to tourists at the fale on Beach Road, behind which is located the Samoan Cultural Village, which is also run by STA.
Savai’i Samoa Tourism Association (SSTA): The SSTA was set up by local tourism providers in 2010 to promote and encourage tourism specifically on the island of Savai’i. It is mainly a voluntary organisation, with an active executive that is drawn from accommodation and tour operators. SSTA run a small information centre near the wharf at Salelologa, which is the entry point for all visitors to Savai’i. They also have a website and run an active online marketing campaign through Facebook that promotes tourism attractions, events and activities on Savai’i. Funding for SSTA is largely through membership subscriptions and small grants.
Ministry of Education, Sports and Culture (MESC)/Museum of Samoa: The Ministry of Education, Sports and Culture was formed in 1993 following the Youth, Sports and Cultural Affairs Act 1993/1994. Overall, the Ministry has a vision of safeguarding and promoting culture and sports through education. The Cultural Division of MESC is responsible for cultural development projects in Samoa (MESC 2006), and includes the Museum of Samoa and the National Orchestra.
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The MESC Corporate Plan 2015-2018 and promote cultural heritage sites as tourism Strategic Plan 2006-2015 both highlight the sites. Both the Museum and the Cultural role that the Cultural Division and the Division are therefore vital resources for Museum play in recording, preserving and providing information and interpretation for promoting Samoa’s material and intangible constructing cultural heritage narratives for cultural heritage (MESC 2006, 2015). This tourism purposes. includes the recording of oral traditions, stories, oratory, dance and music, some of National University of Samoa (NUS): NUS which are published in the Samoa Nei Galo is the main tertiary level institution in Samoa publications. The Cultural Division has also and teaches both cultural heritage at the been working on the development of a Centre for Samoan Studies and tourism. National Culture Policy since at least 2006 Academics and students from this institution (MESC 2006), although this is still in its draft could therefore provide key resources in stage. Included within this draft policy is a developing cultural heritage tourism section on culture and tourism, with the aim opportunities from both the cultural heritage of recognising culture as a tourism asset and tourism sectors. (UNESCO 2014). This includes planning to
23 Cultural Heritage Opportunities in Samoa
There are a range of cultural heritage oppor- collections. There is a small amount of tunities available within Samoa, including natural heritage material, mostly in the form tangible and intangible heritage. This study of shells and coral. Most of the permanent was not designed to focus on specific attract- exhibitions have been gifted to the Museum tions or sites, although some are included by external bodies such as the Auckland due to their specific relevance to the current War Memorial Museum. Although approx.- project. Instead a more general discussion of imately 400 artefacts are stored at the museum, the range of opportunities is detailed below. only a small selection are on display.
Museum of Samoa (Falemata’aga): The The Museum is run as part of the Cultural Museum of Samoa was established in 1999 Division of the Ministry of Education, Sports at the Old Court House on Beach Road, and Culture. No admission is charged for before moving to its present location in entry although a donation box is available. 2008. Currently, the Museum of Samoa is Approximately 3000 visitors attend the located in an old colonial German school- museum annually (UNESCO 2014: 39). house building in Malifa, Apia. The Museum Mostly visitors are of international origin or itself contains five rooms, of which four are Samoan diaspora wishing to investigate dedicated to permanent exhibitions and one family history. Schools from New Zealand to visiting exhibitions. The permanent and Australia also visit. The Museum also exhibitions are primarily cultural heritage holds workshops on handicrafts throughout focused, including prehistory or archaeolo- the year and hosts local school visits. In gical collections, the colonial time period, addition, the Museum has a website and a (particularly the relationship with New Facebook page for disseminating infor- Zealand and missionaries), and ethnographic mation about cultural heritage in Samoa.
Figure 6 Falemata’aga Museum of Samoa.
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Robert Louis Stevenson Museum: The opened as a public museum in 1994. Today Robert Louis Stevenson Museum is based at it is one of the most visited attraction sites in the original homestead location belonging to Samoa (STA 2012), along with RLS’s grave, the Stevenson family in Vailima. In 1991, which is located nearby in the Mt Vaea The Robert Louis Stevenson Foundation National Reserve (and can be accessed Act 1991 was passed, which allowed for the separately from the RLS Museum). The establishment of a foundation (the Robert interior of the homestead has been restored Louis Stevenson Museum/Preservation predominately using replicas true to the time Foundation) to restore, preserve, maintain period, and there is a library and souvenir and operate the Vailima Homestead and its shop on site. Entry to the homestead is grounds. The Act grants the Foundation a charged and by guided tour only, including lease over the grounds for 60 years, although interpretation about RLS’s life and time in ownership remains with the Samoan Samoa. The homestead grounds are also government. Much of the original available for venue hire and are used homestead was destroyed in the 1990s due extensively for government events, weddings to cyclones, but it has been restored to be as and parties. In addition, the Museum also true as possible to the original building holds an annual event honouring the legacy inhabited by the Stevenson family, and was of Tusitala, as RLS was known.
Figure 7 Robert Louis Stevenson Museum and Tomb.
Visitors to the RLS Museum are mostly the RLS Museum’s role; a small $1 tala entry international tourists. With 21% of tourists fee is charged per student. The RLS Museum arriving in Samoa visiting the museum also has links with the tourism department of (NZTRI 2018) it is the 11th most visited NUS and provides annual work experience attraction in Upolu. However, in recent opportunities for some students. years the Museum has also increasingly become incorporated within the school Archaeological sites: Often archaeological curriculum, with primary school students sites are inaccessible or undetectable to most learning about RLS’s poetry, and high school tourists. Samoa is an exception to this, how- students learning about his history. This ever, with a rich monumental architectural makes school visits now an important part of landscape spread across the islands
25 (including Upolu, Savai’i and Manono) that consists of star mounds, house platforms, walls, walkways and fortifications (see for example Samoa Observer 2017; Jackmond, Fonoti and Matavai Tautuna 2018). These are highly evocative sites that speak to the prehistory of Samoa. Some star mounds are visited as part of tourist operations, largely at Falealupo where local tours consist of a number of cultural sites; however, little interpre-tation is provided to enable visitors to understand the significance of these sites and how they fit into Samoan history. Manono also has star mounds and other cultural sites which are adver-tised on the STA website and through independent media, such as the Lonely Planet, but these are not currently part of commercial tourist operations. Both of these locations offer potential landscapes for cultural heritage tourism development.
While not all monumental archaeological sites should be developed for tourism purposes, developing educational resources of this feature of Samoa’s history would add a currently missing perspective to its tourism offerings and help distinguish the country from some other Pacific Island nations. For example, the Pulemelei Mound on Savai’i is the largest ancient structure in all of Polynesia and thus a highly marketable feature; it is, however, currently inaccessible to tourists. Large earthen mounds at Vaitele on Upolu, could also be significant visitation sites, including Laupule mound, which is the largest earth mound in Samoa and West Polynesia (Martisson-Wallin 2016). The Centre for Samoan Studies at NUS is currently undertaking a pilot cultural heritage tourism project, funded by UNDP, in the Palauli district of Savai’i. This will be the first project of this type in Samoa and is an excellent case study for exploring how these types of community projects may be developed in the future (see https://sgp.undp.org/~sgpundp/index.php?option=com_sgpproje cts&view=projectdetail&id=25501&Itemid=272).
Samoan Cultural Village: This was revived by the Samoa Tourism Authority in 2011/ 2012 and is located on Beach Road, behind the STA visitor fale. In 2018, 15% of visitors to Samoa visited the village, making it the 18th most popular attraction site in Upolu (NZTRI 2018). Although the village itself is open every weekday, guided tours are only available at 10.30 am on Tuesdays, Wednesdays and Thursdays.
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Figure 8 Local community members clearing vegetation from walled walkway in Palauli District as part of NUS cultural heritage tourism project.
During these tours the guide visits the different Village Visits/Fale/Handicrafts: As discussed fale in the village, each of which show differ- above, many villages host fale operations, rent Samoan cultural traditions, including where tourists can stay in fale and participate tattooing, umu demonstrations, and siapo in local village activities to different degrees. making, before finishing with music/dance This may include an umu cooking demon- and a umu lunch. The tour is free and each stration, fiafia performances, participating in tour guide provides a wealth of knowledge handicraft workshops such as siapo or fine on Samoan cultural traditions. Predominantly mat weaving, and church/school/village visits. international visitors and VFR attend the Some fale and resorts have a schedule of Samoan Cultural Village, in addition to different activities available, while other fale international and local schools. Visitors operations are more informal and will rely wishing to know more about particular on tourists requesting certain activities. Intan- aspects of Samoan culture, such as siapo or gible heritage is therefore readily incorporated carving, can also be directed to particular into Samoa’s current tourism offerings, villages or craftspeople in Samoa that although this is primarily linked to accommo- specialise in these activities. Currently, there dation options – resorts and fale operations appears to be little connection between the – rather than in villages them-selves. Samoa Samoan Cultural Village and other cultural signed UNESCO’s Convention for the heritage institutions such as the Museum of Safeguarding of Intangible Cultural Heritage Samoa or the RLS Museum. in 2013 and already has its first nomination
27 to the register for Samoan fine mat weaving until 1962 when Samoa gained indepen- (ie tōga). Handicrafts are an important souvenir dence. Several buildings still remain from industry for Samoa and tourists can readily this earlier colonial period particularly in buy these at markets, shops and galleries in Apia. Some are currently used for tourism Apia, at the Samoan Cultural Village, as well purposes in the form of accommodation (for as at accommoda-tion resorts and smaller example, the Samoan Outrigger Hotel) or to markets, such as that at Salelologa, on Savai’i. house the Museum of Samoa (an old German school house). Previously, the old German Colonial heritage/built heritage: Samoa came court house was home to the Museum of under German administration following the Samoa, but the building currently lies vacant 1899 Tripartite Treaty becoming the only with potential plans for demolition, which German colony in Polynesia. This lasted has met with mixed responses from until the beginning of the First World War Samoans (Radio NZ 2018). Apart from the when, in 1914, New Zealand took over the RLS Museum, none of these buildings are administration from the Germans. New currently attraction sites in themselves. Zealand remained an occupying power
Figure 9 Old German Court house on Beach Road, currently unoccupied.
These buildings are important artefacts that earlier heritage assessment of Apia (Pringle preserve the fabric of Samoa’s colonial 1989) noted that a conservation plan was period but, being predominantly made of needed that would allow for the preservation timber they present extensive conservation of buildings in identifiable heritage precincts. challenges given the tropical climate of Samoa. Such preservation would prove attractive to A few older churches and halls are more tourists and provide incentive for re-purposing durable, being made from coral cement. An the heritage buildings. A relevant comparison
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would be Levuka Historical Port Town in accommodation providers, tangible heritage, Fiji, a UNESCO World Heritage-listed site, such as archaeological sites, are largely which was the first colonial capital of Fiji (see missing from the tourism offerings. Samoa UNESCO 2019). More recently, the Draft has a wealth of tangible archaeological sites, Apia Waterfront Plan discussed the possible particularly sites of monumental architec- upgrade of heritage buildings and sites as ture, which could prove to be important tourist attractions linked together by inter- attraction sites. Incorporating these types of pretative signage. This redevelopment was sites into the tourism fabric would serve aimed both at preserving and highlighting multiple functions; not least they would Samoan culture and heritage, and at pro- increase the diversity of tourist attractions in viding a “unique branding for the Apia Samoa. Samoa is a relatively small country Waterfront, setting it apart from other and is very easy to travel around. Currently, waterfronts in the Pacific region” (Govern- there is a perceived lack of things to do in ment of Samoa 2016: 30). Samoa beyond beach tourism. The addition of new attraction sites, particularly archaeolo- Samoa has a range of tangible and intangible gical sites which are not currently available to cultural heritage opportunities for tourism tourists, together with highlighting the cultural development. While intangible heritage such heritage of Samoa, may offer a new point of as fiafias, handicraft making, and umu difference and increase the overall attractive- demonstrations are already incorporated ness of visiting Samoa over other Pacific into Samoan tourism and accessible either at nations. the Samoan Cultural Village or through
29 Community and Stakeholders’ Views on Cultural Heritage Tourism
This section reports on the findings from While many tourism operations in interviews and discussions held between Samoa, such as beach fale operations, stakeholders involved in both cultural already incorporated cultural heritage to heritage and tourism in Samoa, as well as different extents into their tourism local communities who have the potential to products, it was important to note that develop tangible cultural heritage attraction the term ‘cultural heritage’ was unfamiliar. sites in the Palauli District of Savai’i. The This is not surprising considering it is community members interviewed have a largely a western concept emerging from range of different exposure levels to tourism the heritage sector and academic studies. currently, with some having actively partici- Once communities had cultural heritage pated in running attraction sites or beach fale explained, however, they agreed that this operations, while others had little to no was an important avenue for future experiences with tourism at the time of field- growth. Some respondents noted that work. The results of these interviews and tourists interested in culture and heritage discussions are as follows: were their preferred types of tourists as they were likely to be most respectful to • Local communities supported community- their villages and traditional cultural based tourism ventures, as tourism values. Other tourism providers noted provides important economic gains for that cultural heritage tourism was impor- community groups which could be fed tant for Samoa as this is what many of back into the community as employment their visitors were interested in experi- and to support schools, medical needs, encing. Government stakeholders, such and other community activities. Apart as MESC, STA and NUS in particular, from access/entry or guiding fees for were enthusiastic for this type of tourism sites, tourism could create other econo- to be developed, with NUS already mic spinoffs such as the sale of produce undertaking projects in this area. and handicrafts, visitor spending in stores, • The main focus on cultural heritage is and the introduction of foreign currency. currently related to intangible heritage, In particular, tourism was seen by younger with groups incorporating traditional members of the community as a way to elements, such as handicrafts (siapo, fine be able to remain in the village through mat weaving) or fiafia nights. Some access to employment and income. This stakeholders noted that all tourism in is important as currently many of the Samoa is already cultural because of the employment opportunities are located in interactions with local people and the Apia resulting in young people leaving strong traditional culture. It was noted their villages to access them. Another that there is less emphasis or recognition perceived benefit of tourism was the of incorporating tangible cultural heri- ability to practice English language skills. tage such as archaeological sites into • Local communities were less aware of tourism ventures, although this is growing the concept of cultural heritage tourism. due to the advocacy work completed
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by the National University of Samoa. currently no formal protection of Communities interviewed as part of this archaeological sites in Samoa. project expressed their interest in devel- > Connections to culture: This is oping these types of cultural heritage significant at a number of levels. tourism opportunities further, with Sharing culture with international particular sites mentioned as potential and domestic tourists can result in tourism attractions. knowledge sharing and increased • Communities noted that tourists did ask empathy and understanding between for further information about cultural communities and tourists. The sharing heritage, particularly around archaeolo- of authentic and traditional culture is gical sites such as star mounds. However, something that Samoa is renowned it was often difficult to communicate for (NZTRI 2018). This can also with tourists due to a lack of English. result in material or financial benefits Tourists found out information on what for communities who may create new sites to visit from a variety of sources, relationships with tourists, increasing including social media, internet sources, business confidence and self-value for the STA and SSTA, as well as from the communities themselves as they accommodation providers. realise the importance and value that others place on their cultural heritage. • All visitors pay access fees for attraction sites, and this is usually paid to the matai. > Access to industry: Communities are If tourists want to visit further afield, more empowered to venture into such as inland archaeological sites, they cultural heritage tourism than other need to seek permission from the matai, types of tourism as their cultural who will arrange for them to be accom- knowledge is already in place. Most panied by untitled men. archaeological sites are located on customary land, therefore the com- • Perceived benefits of cultural heritage munities have ownership of these tourism (as distinct from other types of places. This means that this may be tourism) by stakeholders and commu- an easier avenue through which local nities included the following: communities can participate in the > Protection and preservation of tourism industry, thus providing culture: Many community members benefits to local communities directly. noted that they wanted their culture The development of attraction sites to be recorded and preserved for is also less infrastructure heavy, com- future generations. Recording tangible pared to other types of tourism (for sites and the stories associated with example, accommodation options), them was seen as an important and has potentially less economic priority. Some stakeholders also leakage making it easier for commu- noted that placing a potential econo- nities to enter the tourism industry mic value on these sites, as a source since more economic benefits stay of income, may ensure their long- within the community. term protection from destruction or > Connections to place: Cultural deterioration, particularly as there is heritage and identity is often linked
31 to a specific place, some experiences They also wanted to prevent being can only happen in situ, therefore taken advantage of by tourists, for cultural heritage tourism encourages example, ensuring that tourists paid tourists to visit villages and more appropriate access fees to visit sites. remote communities. This is > Bad tourists: Some community particularly the case for archaeolo- members voiced concerns that tourists gical sites as they need to be visited may bring disease, drugs or weapons at their specific location. into the village. > Continuation of culture: As Samoa • Sustainability of tourism was also discussed modernises and with more people – maintaining attraction sites comes with travelling away from rural areas for costs. Clearing vegetation and regrowth work (including overseas), there from archaeological sites and maintaining are difficulties with ensuring the access is time and labour intensive (see continuation of traditions such as Figure 8). Pulemelei mound, for example, handicraft skills. By providing an was inaccessible during our fieldwork economic value to tangible and due to vegetation regrowth. Ensuring intangible cultural heritage values untitled men are available for guiding that rely on these skills or know- opportu-nities can withdraw them from ledge, cultural heritage tourism other subsistence activities. Current provides important advocacy and tourism operations for communities seem incentives for young people to to be very informal, with low visitation continue to learn them, thus rates. For tourism to become a success- ensuring resilience with traditional ful economic opportunity for these com- knowledge into the future. Other munities, there will need to be careful stakeholders noted that by creating planning around expectations, costs and cultural heritage tourism experi- benefits. Furthermore, the UN Agenda ences for international tourists, 2030 Sustainable Development Goals educational opportunities for could be used as a basis for guiding the domestic markets were also being development of cultural heritage created, particularly for school tourism, particularly if indicators and students. For example, the RLS monitoring of the relevant goals are Museum has greatly reduced entry undertaken by a suitable organisation. fees ($1 tala per child for Samoan • The importance of fa’a Samoa in the schools), and other tourism pro- development of community-based viders noted that they provide no operations was highlighted, with the cost tours for local Samoan schools. need to respect traditional cultural • Negative perceptions of cultural heritage values. This includes understanding how tourism were as follows: fa’a Samoa works, and what roles different sectors of the community play. > Tourist attitudes and respect: Communities wanted to ensure that • The interviews with community members tourists were respectful of Samoan were divided into matai, women, and village customs, including wearing untitled men in order to understand how appropriate clothing in the villages. different sectors of the community
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perceived and were likely to benefit include all community members in from cultural heritage tourism. The development planning in order to results of these interviews showed that accurately reflect the diversity of roles each group would play a different role and to ensure that all are adequately within a proposed tourism operation. For catered for. This inclusive approach has example, while the matai will be also been recommended by other involved in all decision making and projects involved in community provide overall permission for the consultation in Samoa (Mitchell 2006). development of a project; and it would be the untitled men who would have In summary, the communities and most interaction with tourists in roles stakeholders interviewed both see the such as guiding. Conversely, women benefits of cultural heritage tourism and would be more involved in roles such as have a desire to participate in this niche creating and providing handicrafts, market. However, there are obstacles and looking after market stalls and accom- challenges that will need to be addressed for modation. With each activity area having the successful and sustainable development the potential to provide important of tangible cultural heritage sites. These are income, it is important, therefore, to outlined below.
33 Challenges With the Development of Community Based Cultural Heritage Tourism
To develop cultural heritage tourism for sus- exposure to tourism projects previously, tainable community development further, ensuring adequate support and mentoring in current challenges and constraints should be the development phase is vital. The STA taken into consideration. These were drawn would be the most appro-priate body to from interviews with stakeholders and local provide this educational outreach. Small communities, as well as from the wider litera- grants would also be beneficial for the ture review conducted as part of this research. development of infra-structure and marketing/ promotional material. Currently, grants Lack of awareness: There is a lack of seem only to be available through interna- knowledge about cultural heritage tourism as tional donors, which communities may lack a sustainable development option. Most awareness of or the skills to apply for (Jiang community-based tourism in Samoa is et al. 2015), or through other government currently focused on beach fale operations. departments, such as the Ministry for Women, While intangible heritage is included in Community and Social Development. these operations, for instance handicraft workshops and fiafia performances, there Networking of government agencies: was less awareness of the potential for the Cultural heritage tourism differs from other development of tangible cultural heritage types of tourism as it requires the inclusion sites as attraction opportunities. This can be of cultural heritage knowledge. Currently, overcome through community outreach there is little networking between the programmes. At the same time, while most tourism sector and cultural heritage stake- community members were highly support- holders within Samoa. MESC holds an tive of tourism in their communities, some extensive database of oral histories related to community members noted that they sites within Samoa, while the Centre for worried that tourists would increase the flow Samoan Studies at NUS is developing a of different cultural values, diseases, drugs or database of archaeological sites. Both of weapons. Again, tourism advocacy and these stakeholders are also experts in Samoa’s awareness programmes would help shift culture and history, and therefore can provide attitudes towards tourists. important contextual infor-mation and stories that can be used in constructing an overall Government support for tourism: Local experience for tourists. They could also communities and tourism providers advise STA of tangible sites that would be expressed a desire to have a greater potential candidates for tourism development. connection with STA for tourism support, Staff from MESC, STA and NUS all noted particularly around marketing, education/ that they were very interested in working training, capacity building, and funding for together to develop cultural heritage tourism access/infrastructure issues. However, as they strongly see the benefits for community communities also need assistance with sustainable development, as well as promoting product development and design to ensure a Samoa’s cultural heritage. Stronger networking positive and sustainable tourism experience between government agencies needs to be is developed. For communities with little developed.
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Long term support/sustainability of projects: addressing how the income earned by Consideration needs to be given as to how to tourism is distributed amongst, or benefits, support tourism projects over the long term, the community. Community-based tourism not just for the establishment phase. This groups that have been successful in Samoa could include reporting mechanisms to tend to be inclusive across the community, check on how projects are developing, with finding the right niches for people to be the ability to provide additional assistance involved in, and allowing the whole village to when required. Communities should also be have a feeling of ownership and connection made aware that tourism development is a to the venture. Land tenure is also a significant long term process and be encouraged to issue. In Samoa, there have been previous view it as long term invest-ment rather than a issues where the ownership of cultural short term windfall. heritage sites, such as the Pulemelei Mound, have been disputed (Martisson-Wallin 2011; Community agency: There appears to be a Sciusco and Martinsson-Wallin 2015) or tension when participants consider how to where not all members of a village commu- implement tourism development projects. nity supported development of a cultural This can be viewed as a comparison between heritage site for tourism purposes (Va’a bottom-up and top-down approaches. Com- 2011). This has led to a lack of develop- munity-based tourism projects should ment of these sites in a manner that has the champion both approaches for success. potential for them to be preserved and con- Bottom-up engagement is required as com- served as cultural heritage icons for Samoa. munities take the initiative for the develop- ment and are resourced and empowered to Product development and design: While be responsible for the ongoing sustainability local communities are rich in cultural heri- of projects that are suited to that particular tage, they would benefit from assistance in community’s needs. However, communities designing and implementing an overall also require support from a top-down approach product or packaged experience for tourists. with funding and capacity building. There is Cultural heritage differs from other types of a lack of education and training in how to tourism in that it requires connection and develop sustainable tourism projects, and knowledge sharing between the host com- communities do not have access to resources munity and the tourist. This is different such as marketing and product development. when compared to beach or activity based The tension here is who is responsible for tourism, or even natural heritage based what? Both local community and cultural tourism, where places can speak for them- heritage/ tourism stakeholder participation selves. One avenue noted by a number of are essential for projects to be successful. stakeholders included the need for visitor Governance/land tenure issues: Community- interpretation, storytelling and education based tourism projects should consider and within the overall product design. However, resolve governance issues as part of their local communities may not be sufficiently development plan for tourism. Power experienced in understanding what tourists structures and governance issues, as well as want as an experience, and therefore some claims to customary land ownership, require assistance with developing an appropriate investigation and understanding to ensure and authentic high quality product would be the sustainability of projects. This includes valuable. Examples could include: sharing
35 knowledge of myths/legends (if appropriate (Jiang et al. 2015). Community members culturally); providing background to archaeolo- also expressed a wish for better signage for gical sites; explaining processes of handicrafts; their villages and attraction sites so that developing cultural narratives of places; and tourists would be able to physically find allowing tourists to participate in particular them if they were travelling independently. activities if appropriate, such as craft making Assistance in producing brochures and other or food preparation. If English or access to promotional material to house at the visitor spoken languages is an issue, interpretive centre and accommodation outlets were also boards or information brochures in appro- seen as important. priate languages may also be options for this transmission of knowledge, but again this Online marketing/social media/ would need to be designed appropri-ately communication: Many tourists these days and engagingly. want to book online, or at least find out information about possible attractions to visit Similarly, a common theme from tourists is and plan their trip. This was also reflected in the confusion over paying ‘custom fees’ how tourists found out information about (Scheyvens 2005), which are fees to access Samoa in the Samoa International Visitors both natural and cultural attraction sites, Survey (NZTRI 2018). This means that it including beaches. Comments from the would be bene-ficial for attraction sites to Samoa International Visitors Report have an online profile, for which there are (NZTRI 2018) also reflected that tourists do multiple avenues, such as the STA/SSTA not like to feel that they are constantly websites, Trip Advisor and Lonely Planet ‘paying out’, particularly if the fee is only for portals. While websites can be impractical, access. Turning cultural heritage attraction villages/ communities responsible for partic- sites into an experience rather than simply as ular attraction sites could develop their own a place to visit would enhance tourist online marketing through social media, such perceptions of these interactions. as Facebook, to market attraction sites and allow direct communication between the com- Marketing/promotion of attraction sites: munity and tourists. Internet is available in Tourists tend to find their information about most villages, usually through data on mobile attraction sites to visit in Samoa from online phones, which would be sufficient for the sources, STA/SSTA, accommodation pro- creation of online social media pages. Social viders, guide books and word of mouth media and online marketing provide cost- (NZTRI 2018). It is therefore important that effective access to international markets if up-to-date information is provided to these the power of this technology is harnessed for avenues to ensure that attraction sites are tourism promotion and information purposes. marketed effectively. Having accurate infor- mation within STA is particularly important Access/infrastructure: Community members as it is responsible for marketing Samoa as a noted that access to sites was an issue largely destination internationally, and is also a key due to poor roads, particularly for inland informer, through its visitor centre, on attract- sites. Inland sites would also need to be tions to visit within Samoa. Many stakeholders maintained and cleared of vegetation expressed concerns that there was insuffi- regrowth. Other infrastructure requested was cient marketing of Samoa and its attraction the development of bath-rooms and a small sites, a view which has been noted elsewhere fale for interpretation/ brochure displays, as
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shelters, to provide a place for matai to by various stakeholders in Samoa collect access fees and, potentially, used to (Taumoepeau and Addison 2016) and sell handicrafts. recently the Samoan Qualifications Authority established a curriculum for Guide training: Community members and tourism, although it is not currently clear stakeholders note the importance of guide who is teaching this curriculum. It includes training. Usually, untitled men are the main four levels of Certificates in Tourism and members of the community who will work as includes models on Samoan cultural heritage guides. For communities with little tourism (SQA 2017). Additionally, the NUS currently, the untitled men who will be given Certificate in Tourism and Hospitality guiding duties generally lack education, includes a tour guiding component. In the English skills and literacy, which makes longer term, providing short-term, focused communication with tourists difficult. A lack training opportunities for untitled men would of guide training or the use of inexperienced be advisable. In the short term, providing guides means that tourism experiences may informal training in local communities, not be as positive, or fail to meet tourist undertaken by experienced tourism pro- expectations. Training specific young men fessionals, could help bridge the gap for within the village community to function as these men. The untitled men interviewed as guides would greatly benefit the overall part of this research noted that they would tourist experience as well as create important prefer oral over written training due to local employment opportunities. literacy standards and the strong oral traditions of Samoa. Communities that have participated in tourism for a longer period note the benefits of Lack of adequate cultural heritage legislation specific guide training, although this seems to protect tangible cultural heritage sites: largely to be done by the communities them- Samoa currently does not have specific selves. Formal training programmes are legislation targeted at protecting tangible available at NUS (Certificate in Tourism and cultural heritage (Schuster 2006; Sciusco and Hospitality Programme (1 year) and a Diploma Martinsson-Wallin 2015), yet this is impor- in Tourism (2 years)), the University of the tant for ensuring that any tourism develop- South Pacific (Certificate in Tourism Studies ment aimed at cultural heritage sites does (1 year)), and the Australia Pacific Technical not result in their damage or deterioration. College (based in Vanuatu – Certificate III The Samoa Antiquities Ordinance 1954 in Tourism (6 months)). One of the tourism prevents portable cultural heritage or providers noted that they had put staff antiquities from being removed from the through the APTC course. These courses country without permission of the require, however, a certain level of education and English literacy prior to enrolment. The Head of State. For tangible sites or buildings, STA also provides a free Tour Guide Manual however, several legislations could potentially (STA 2014c) which has tips on planning be in play. To begin with, the Village Fono tours but again, a certain level of English and Act 1990 outlines the powers of the Village literacy is required to access this knowledge. Fono or Council. This means that any decisions on what happens to cultural The need to incorporate cultural heritage heritage sites that are located on customary into tourism education has been recognised land must go through the relevant Village
37 Fono. Another relevant piece of legislation is also have a role to play in cultural heritage the PUMA Act 2004 which established the preservation, with the MESC Corporate Planning and Urban Management Agency Plan acknowledging its role in the recording, (PUMA). PUMA is responsible for preservation and protection of cultural approving sustainable management plans at heritage places. Neither of these bodies has national, regional, district, village or site- specific legislation that actually allows for the specific levels. The Act requires the PUMA protection of cultural heritage, although a Board to consider effects on cultural heri- Draft Cultural Policy is currently being for- tage when approving management plans. mulated with a mission to “protect, preserve, and promote Samoa’s traditional and modern A series of other policies were reviewed by cultural heritage” (MESC 2015: 23). Sciusco the Samoa Law Reform Commission (SLRC and Martinsson-Wallin (2015: 15) have 2013), the most relevant of which is the described this as a “policy conundrum”, Ministry of Natural Resources, Environ- where government agencies such as PUMA ment and Meteorology (MNRE) National have legislation with the ability to protect Heritage Conservation Policy 2004, which cultural heritage sites from inappropriate has the objective to sustainably manage development, but without specific policies or Samoa’s natural and cultural heritage measures in place to implement this legis- resources. Two heritage advisory committees lation, or the required expertise in cultural have also been created: the Advisory heritage to identify likely effects. This is in Committee for Heritage Conservation contrast to MESC which has the policies and (ACHC) was esta-blished in 2000 and objectives, and the expertise to protect reports to Cabinet, and is tasked with cultural heritage, but no legislative role. preserving four specific historic buildings; and the Samoa National Heritage Coordi- To overcome this difficulty of unclear and nating Committee (SNHCC) was established fragmented policies and legislation, and in 2001 and reports to UNESCO. The fuelled by public dissatisfaction over the lack SNHCC was established after Samoa’s of cultural heritage protection, particularly ratification of UNESCO’s World Heritage with the demolition of Fale Fono in Mulinu’u Convention and was tasked with implement- and the potential demolition of the old ting the National Heritage Conservation Court House (SLRC 2013: 11), in 2012 the Policy. Part of the directive for establishing SLRC was asked to explore the feasibility of these committees and policies has been the establishing a National Heritage Board. destruction of particular cultural heritage Their report recommended the establish- buildings in preceding years. For example, ment of a Samoan Heritage Authority with the MNRE National Heritage Conservation its own funding and “legislation dedicated to Policy mentions the conservation of four the protection of Samoa’s national heritage heritage buildings, two of which have subse- sites” (SLRC 2013: 15), that would also work quently been demolished, and a third, the with PUMA to ensure that cultural heritage old Court House, is currently in danger of was adequately considered in the develop- demolition. Neither of the committees have ment of sustainable management plans. If met in recent years. effected, this would enable the use of cultural heritage sites for tourism to be developed in In addition to the above policies and conser- an appropriate manner that minimises harm vation acts, MESC and the Museum of Samoa or destruction to the sites and which should
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include the creation of sustainable manage- encouraging diaspora tourists, particularly as ment plans. Currently however, while the they are more likely to want heritage or ‘roots’ SLRC’s report was approved by Parliament tourism, to be educated about their cultural in January 2015, there has been no further homeland and visit cultural heritage sites. follow-up or movement to create the Samoan Heritage Authority, or implement associated Governance opportunities for tourism at a legislation. If specific legislation is created national level: The development of tourism without additional resources (staff and fund- in Samoa has further opportunities for its ing), then it is also in danger of being totally governance as the tourism sector gains in ineffective. This leaves cultural heritage sites economic importance. Since 2011-2012, the at risk of inappropriate development. New Zealand government has provided funding for the Samoa Tourism Support Diversity of markets: Tourism marketers Programme, which has now been transformed and managers need to focus on encouraging into the Samoa Tourism Growth Programme sustainable domestic and diaspora/VFR 2017-2021. This Programme has achieved markets, particularly as a large proportion of substantial gains, such as the completion of international visitors to Samoa are VFR. the Samoa Tourism Sector Plan 2014-2019 Many diaspora visitors note a wish to (STA 2014a), an Economic Impact Analysis, connect to their Samoan culture and history and an exit survey, amongst other projects. (Hall and Duval 2004). Diaspora/VFR tourists could therefore be an extremely In a review of the Samoa Country Programme important market for cultural heritage for the New Zealand Ministry of Foreign tourism in particular. Domestic tourists too Affairs and Trade, however, Adam Smith may be interested in connecting with cultural International (2015) noted that there were heritage attraction sites as educational difficulties in New Zealand investing in opportunities, particularly for school tourism due to capacity constraints within children and families, although currently STA, to the point that the report advised there is a perception amongst stakeholders that further investment would be at risk of that domestic tourists are not interested in being ineffective (Adam Smith International Samoan history and do not visit attractions 2015: 73). For example, STA required sub- such as the museums or Samoan Cultural stantial technical support to deliver the above Village. The Economic Impact Analysis reports, and there appears to be a lack of Report (2015) on tourism noted that more coordination and cohesion across the tourism attraction sites needed to be developed for sector, causing divisions between stakeholders domestic tourists, and both this report and and government (Adam Smith International Samau (2018) note that domestic tourists in 2015: 59). This signals that there is room for Samoa could help alleviate seasonality of growth and development within STA itself in tourist visits (currently the peak season for order to maximise the future potential of the Samoa is May to September). Newland and tourism sector for Samoa. Taylor (2010) discuss numerous benefits for
39 The Role of Museums in Cultural Heritage Tourism
There are two main museums that showcase currently receives. Overall, the Museum is Samoa’s cultural heritage: the Museum of under-resourced, lacking in space, resources, Samoa and the Robert Louis Stevenson and staff, with only two permanent full-time Museum. While the Museum of Samoa is employees, and one long-term volunteer charged with safeguarding all of Samoa’s from JICA who finishes a two-year placement cultural heritage, the RLS Museum focuses in January 2019. No strategic plan is in place exclusively on the life and family of RLS and for the Museum’s future and this limits his interactions with Samoans during his forward planning. Museum legislation has time living there. Both of these museums been drafted but no copies were available for have the potential to be important drawcards evaluation as part of this report. Plans are for cultural heritage tourism in Samoa as also in place for the development of a new they cover very different aspects of Samoa’s museum and cultural centre (UNESCO 2014), rich history. While they are not community but this has been in development for a organisations, they have relevance for the considerable time, with no immediate plans current discussion on cultural heritage in place for its future establishment. Low tourism in Samoa as they have the capacity staffing levels in particular mean that it is to be strong cultural historical centres where difficult for the Museum to carry out desired visitors can learn about Samoan culture and projects. The permanent exhibitions gifted history, and also be provided with an over- to the Museum are excellent but are only arching narrative that connects different sections or snapshots of history. They also attraction sites to a larger history. take up a large portion of the overall museum floor space and are not easily adaptable for This is particularly the case for the Museum movement to a smaller space or for partial of Samoa which could provide a chronological reuse. There is no chronological or over- overview of Samoa’s history and then identify arching narrative that links Samoa’s history what attraction sites can provide more specific together that would help assist tourists new experiences. This could work for both the to Samoa’s cultural heritage. The museum prehistory period, where visitors could be staff are very keen to explore this in the future referenced to archaeological sites such as but the lack of a robust strategic plan or a star mounds, or for the colonial period, Principal Museum Officer to strongly advo- where historic buildings could be identified cate for the museum at the ministry level means for visitors as to their importance and role in that any forward planning is very difficult. this time period. Effectively, the Museum of Samoa could weave together all the strands As discussed above, the Museum largely of Samoa’s rich fabric of history together receives international visitors and Samoan into a structured tale that would then enable diaspora communities who are interested in visitors to be aware of other potential researching family history or teaching cultural heritage tourism opportunities children about their heritage. However, as within the overall Samoan region. shown by a review of TripAdvisor comments for the Museum, the current exhibitions are For this to occur, the Museum of Samoa deemed disappointing with suggestions that requires additional support alongside what it the Museum needs improvement or a
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refresh. Also concerning for developing the the youth of Samoa about their own cultural Museum as a tourist venue is that neither the heritage is also important for cultural heritage Museum nor the RLS Museum are located tourism, as it is this information that local on the Jasons.com Samoa Map, which is the communities can draw upon when construc- official map of the Samoa Tourism Authority. ting their own narratives for their cultural In addition, the Museum of Samoa is not high- heritage sites. lighted on wall maps within the Samoa Visitors Fale itself, or included in statistics about attract- The Museum of Samoa could also play a tion site visitor numbers (NZTRI 2018). vital cultural heritage advocacy role in Samoa through an educational and out-reach Museum of Samoa staff have many aspira- programme. Currently, the Museum lacks a tions for the Museum, including the develop- collection strategy and clear collection ment of a chronological narrative, as management processes including, but not suggested above, and the creation of their limited to gift and acquisition policies. own exhibitions. Other important aspirations However, the Museum would be ideal as a include the ability to provide more educa- potential future repository for cultural tional opportunities and outreach to encour- heritage items from families, providing real age younger generations of Samoans to value tangible connections to the Museum with the their cultural heritage. The museum lacks wider Samoan community, something which hands-on or interactive exhibitions on site. is currently lacking. To undertake this While some schools do visit and educational successfully, however, the Museum would workshops are provided at the Museum, again need to be better resourced in terms of many schools, particularly those from rural staff, training and space to be able to ade- or more remote regions such as Savai’i, find quately preserve, document and manage the the cost to visit too high. Outreach activities collections. Both the Museum of Samoa and could include travelling exhibitions or road- the RLS Museum expressed concern about shows to schools and villages. However, this the conservation of artefacts in the tropical would require both additional resources heat and humidity of Samoa and the need to such as transport, outreach materials and put resources into this area. additional staff as at present there are only just enough staff to keep the museum open Both the RLS Museum and Museum of for visitors which means none are really Samoa also note a lack of networking within available for outreach work outside Apia. Samoa and externally. While the Museum of Samoa has been successful in creating Unlike the RLS Museum, which has been networks with external partners from New successful in integrating their subject matter Zealand and the US that have resulted in the into the school system, the Museum of gifting of permanent or temporary exhibitions, Samoa does not currently have this level of additional ongoing support could be provided entry into the schools, despite being part of to these museums by external organisations the Ministry of Education, Sports and such as Museums Aotearoa or ICOMOS, Culture. Providing teaching materials or particularly around issues such as training, ‘train the teacher’ modules could be another conservation and collections management, way of successfully integrating the Museum which does occur currently but on an ad hoc of Samoa into the school system. Educating basis.
41 Currently, funding for the Museum of with RLS himself; a good managerial board; Samoa only comes from the government or autonomy from the government and control from donor grants. Entry fees are not over their own funding lines through entry charged, and are not an option for the fees, venue hire and the souvenir shop; future, although a donation box is present. additional financial support internationally Alternative avenues for funding could include from their foundation; passionate staff; and the development of a souvenir shop, although an excellent experience that draws on both again staffing levels and space are an issue the tangible heritage of the homestead and here. The development of a Friends’ associa- its artefacts, the extensive well-manicured tion in the local or diaspora Samoan com- grounds, and a storytelling experience from munity could also be a possible avenue to the tour guides that weaves together the help facilitate the funding of specific projects. intangible knowledge about RLS. Although The incorporation of more volunteers into the majority of visitors to the RLS Museum the Museum could also help alleviate staffing are still international, the RLS Museum has issues but in the long term additional trained also been successful at integrating their staff need to be employed. If handled well, museum with the local school curriculum. these volunteers themselves could also be excellent advocates for the museum in the With adequate support, the Museum of wider community and with visitors. Creating Samoa could also be an important hub for links with the National University of Samoa cultural heritage tourism in Samoa, connect- would also be of assistance as this could ing tourists with potential cultural heritage mean accessing tourism or cultural heritage visitor attraction sites, as well as informing students on work experience placements to tourists, diaspora and local communities assist with specific projects, similar to that about Samoa’s rich cultural heritage. Again, already undertaken by RLS Museum. this cultural heritage is an important part of Samoa’s story, of how Samoa came to be the The RLS Museum is already one of the culture and nation that it is today. This story most outstanding cultural heritage attraction deserves to be showcased, to encourage both sites in Samoa. Its success is due to a variety visitors and locals to engage with the past to of reasons, including the global familiarity understand the present.
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Recommendations
Based on the above issues and constraints, Cultural heritage, particularly tangible the following areas were considered to be attraction sites, should be included as a required for future development of sustainable niche market in future strategic planning cultural heritage tourism options in Samoa. to aid in its development.
1. Advocacy and leadership training: 2. Create an inventory of potential tangible cultural heritage attraction sites for One of the key findings was the lack of tourism development: awareness of cultural heritage tourism as an option for local community sustainable Samoa has a wealth of tangible cultural development in Samoa. This is not just heritage sites that could be developed as with communities themselves but also with sustainable tourism opportunities. Creating tourism specialists both in the public and an inventory of these sites would be an private sectors, who could become impor- important first step in establishing this tant advocates for cultural heritage tourism. type of tourism in Samoa. Both the Centre for Samoan Studies at NUS and the To increase awareness of cultural heritage Cultural Division at MESC already have tourism, workshops for local community databases that record cultural heritage organisations, NGOs and tourism pro- sites, as well as important contextual viders could be held that involve tourism information such as archaeological data, and cultural heritage professionals and oral histories, and stories/myths/legends. stakeholders together, as both of these These two bodies should be tasked with sectors are important for designing success- identifying which sites have the best ful cultural heritage tourism ventures. For potential for development as attraction Samoa, a range of stakeholders could be sites, which could then be used by STA involved including SPTO, STA, SSTA, as priorities for product development. If the Cultural Division of MESC, and possible, these sites could also be tourism/cultural heritage academics from included in the current Attraction Site the National University of Samoa. For Upgrade Project as part of the STSP local communities, it is important to in- funded by the New Zealand Ministry of clude a wide range of members to ensure Foreign Affairs and Trade. adequate knowledge spread. For profes- sionals, the South Pacific Tourism Organ- 3. Tourism support for community isation is increasing its provisions of niche development: online training for members about culture and heritage, and the UN Sustainable For communities to participate in cultural Development Goals through the Pacific heritage tourism sustainably they need a Sustainable Tourism Network. wide range of support services, including assistance with addressing governance Finally, it is noteworthy that cultural issues, financial management, capital heritage appears to be missing as a investment, product development and considered niche market from the design, guide training and marketing Samoa Tourism Sector Plan 2014-2019. strategies. These support services need
43 to be long term, not just for initial estab- number of oral histories and legends lishment, with an adequate reporting which could be utilised. The Centre for mechanism for checking on progress for Samoan Studies could provide important the community. Practically there needs context and narrative for archaeological to be improved transport infrastructure sites that is currently missing from the to access cultural heritage sites, alongside communities themselves. These cultural online information and road signage. heritage bodies could assist local com- munities with storytelling, interpretation The creation of funding to support cultural and guide training, while also helping heritage tourism projects would assist communities to safeguard cultural heritage their development. Currently, there sites to mitigate against over-use or appears to be little funding available from exploitation of sites. government to support local community tourism enterprises. The creation of seed 5. Creation of a cultural heritage tourism funding for local community initiatives is network: needed, as well as providing adequate resources for STA and MESC cultural The creation of synergies between tourism officers to undertake development pro- and cultural heritage institutions at various grammes with local communities. Another levels is needed to share knowledge and opportunity could be for specialist cultural to assist local communities. The know- heritage tourism programmes in partner- ledge of how to develop cultural heritage ship with international aid organisations tourism is present within Samoa itself but such as VSA New Zealand. there appear to be few synergies between appropriate stakeholders. As cultural 4. Development of sustainable authentic heritage tourism differs from other types cultural heritage experiences: of tourism, there needs to be relationships created between both tourism and For cultural heritage tourism to be success- cultural heritage professionals. ful, tourist expectations of authentic experiences need to be met. For com- The creation of a body that meets regularly munities to design these experiences to consider how cultural heritage tourism successfully, they need assistance with could be implemented would be most product development and capacity desirable, including members from STA, building, particularly the training and SSTA, the Cultural Division of MESC, education of tour guides. Industry NUS, the museums (both the Museum practitioners could be employed to of Samoa and RLS Museum), as well as provide this assistance with tourism appropriate local tourism providers. activities, but cultural heritage bodies PUMA should also be included in their such as MESC, the Museum of Samoa, role of ensuring that the effects on or the Centre for Samoan Studies at cultural heritage is taken into consideration NUS should also be utilised to assist with during any development. This network maintaining the cultural integrity, authen- could pool resources and liaise as an ticity and heritage values for this specific integrated ‘one-stop-shop’ with local type of tourism. For example, the Cultural communities to provide holistic advice Division of MESC has recorded a vast on cultural heritage tourism development
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6. Increase awareness, visibility and Cultural Heritage List, the current protection of Samoa’s rich cultural nominations for the Tangible World heritage nationally and internationally: Heritage List would appear to not be sustainable, and efforts should be in- Samoa has a rich tangible cultural heritage vigorated to identify appropriate sites that that currently is not well protected due to reflect Samoa’s cultural history. Currently, fragmentary legislation. The Samoa Law it is well recorded that the Pacific is Reform Commission 2013 report pro- under-represented on the World posed a range of recommendations, Heritage List (Kiddle 2018; Smith and including the establishment of a Samoan Jones 2007), therefore by nominating an Heritage Authority that would protect appropriate site or sites, Samoa may be and promote awareness of Samoa’s able to again distinguish itself from other cultural heritage with its own funding and Pacific nations as a cultural heritage legislation. This Heritage Authority would destination (SPTO 2014: 40). identify and list cultural heritage sites, work with landowners to protect and Finally, while the main emphasis of this manage sites, and liaise with PUMA to report has been on tangible cultural ensure that sustainable management plans heritage sites for community development, for proposed developments adequately there should also be an appraisal of considers effects on cultural heritage. colonial/built heritage sites for inclusion within heritage precincts, such as that The recommendations in this report proposed already within the Draft Apia should be considered for implementation Waterfront Plan. These buildings to ensure that Samoa’s cultural heritage provide a physical backdrop to Samoa’s is protected, and to allow the use of modern history, marking important cultural heritage sites for tourism and moments in time for both the colonial education purposes, but in a responsible and independence periods. Efforts and sustainable manner that ensures no should be made to preserve and harm or destruction to the site itself. sensitively repurpose these buildings, if Creation of the Samoan Heritage possible, with appropriate interpretative Authority would also promote cultural signage to signal their place in history. heritage awareness and education, and the expertise of the Authority could be 7. Increase investment in and utilisation of utilised by local communities in develop- Samoa’s museums: ing interesting and informative cultural heritage experiences at appropriate sites. The Museum of Samoa and the RLS Museum both have important roles to Consideration should also be given to play in the development of cultural the nomination of particular cultural sites heritage tourism in Samoa. While the or landscapes for inclusion on UNESCO’s RLS Museum is already an outstanding World Heritage List. The inclusion of cultural heritage attraction site in its own sites/landscapes on this list would result right, the Museum of Samoa needs in international recognition of Samoa’s further investment and resources to cultural heritage. While a nomination reach its full potential. As the national has been completed for the Intangible museum, the Museum of Samoa should
45 provide the full narrative of Samoa’s history, educating visitors on how Samoa has changed from first colonisation 3000 years ago to the present day. By providing this full narrative, the Museum could then become a gateway to other cultural heritage tourism sites, emphasising which sites fall into which parts of history and what role they played. Thus the Museum could play a very important role in promoting awareness of cultural heritage attraction sites which can then be visited by the tourists themselves. To adequately fulfil this role, however, more investment in capacity building, funding and resources is required.
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Concluding Remarks
Samoa has a rich and diverse cultural Tangible archaeological or cultural heritage heritage, including strong tangible and sites are currently missing from the Samoan intangible elements. While intangible tourism offerings. However, all communities cultural heritage, such as handicrafts and and stakeholders consulted as part of this project noted a clear desire to develop these fiafia performances are readily incorporated types of sites for community sustainable into the tourism market, there is a lack of development projects, citing advantages that emphasis on tangible attractions, such as were both economic and social/cultural. archaeological sites. Samoa is fortunate in Participation in cultural heritage tourism for having a rich array of archaeological sites communities requires strong assistance from that contain evocative physical evidence of government bodies at national and monumental architecture, such as the provincial level, as well as private tourism Pulemelei mound, which is the largest providers. This support needs to be long ancient structure in all of Polynesia. term and holistic, including product development, education/training, capacity Incorporating these types of sites, with building and marketing. To be successful appropriately designed experiences that with any tourism development, these include storytelling, would provide a niche opportunities need to be managed in a market that is currently different from other manner which is sustainable for culture and Pacific Island nations, as well presenting a environment, but also sustainable and contrasting view from the usual tropical aspirational for the communities as viable beach holiday marketing. economic ventures.
47 References
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