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INTG20140816 Minutes (380)E Informal Northern Thai Group Bulletin August 16, 2014 ATTENTION PLEASE! WHAT SHOULD HAVE BEEN THE NEXT TALK (381ST) BY CHRISTIAN BOLLIER ON TUESDAY, 19 AUGUST, 2014, “SAVE ELEPHANTS, SYMBOLS OF THAILAND, TO SAVE HUMANITY” IS CANCELLED! THE SPEAKER IS RECOVERING FROM A MOTORCYLCLE ACCIDENT AND WILL BE ABLE TO GIVE THE TALK LATER THIS YEAR. THE "NEXT TALK" (381ST) IS NOW ON SEPTEMBER 9 (SEE BELOW) WE APOLOGIZE FOR ANY INCONVENIENCE AND WISH A QUICK AND GOOD RECOVERY TO CHRISTIAN BOLLIER. 1. MINUTES OF THE 380TH MEETING: TUESDAY 8 JULY, 2014, 7:30 PM : “CASHING IN ON CULTURAL HERITAGE: MUSEUMS AND THE TOURISM INDUSTRY IN CHIANG MAI”. A TALK BY REBECCA WELDON. 2. NEXT MEETING. 381ST MEETING : TUESDAY, 9 SEPTEMBER, 2014, 7:30 PM : “THE TEN PRINCIPLES OF FAIR TRADE”. A TALK BY CHRISTINE GENT. 3. ANNOUNCEMENT (SENT BY LINDSAY FALVEY): 1ST INTERNATIONAL CONFERENCE ON ASIAN HIGHLAND NATURAL RESOURCES MANAGEMENT (ASIAHILAND) - THE EMPRESS HOTEL, CHIANG MAI, THAILAND, JANUARY 7TH TO 9TH, 2015. 4. LIST OF FUTURE INTG MEETINGS. 5. INTG CONTACTS: CONVENOR - SECRETARY - WEBSITE. 1. MINUTES OF THE 380TH MEETING: TUESDAY 8 JULY, 2014, 7:30 PM : “CASHING IN ON CULTURAL HERITAGE: MUSEUMS AND THE TOURISM INDUSTRY IN CHIANG MAI”. A TALK BY REBECCA WELDON. 1.1. PRESENT : Hans Bänziger, Sāngdao Bänziger, David Boggett, James Bogle, Christian Bollier, Manus Brinkman, Fran Collins, Jean-Marc Dubost, Ken Dyer, Jack Eisner, Leo Ellis, Eric Eustache, Elaine Fraser, Louis Gabaude, Pierre Garretta, Michel Garretta, Louis Gooren, Sjon Hauser, Annelie Hendriks, Reinhard Hohler, Roy Hudson, Han Andre Iluh, Brenda Joyce, Don Linder, Anne-Marie Lucas, John Melton, Patric Morel, Jen Russel, Suriya Smutkupt, Tanapong SungKaeo, Derrick Titmus, Ioan Tutumman, Victoria Vorreiter, Wannida Jiratha, Rebecca Weldon, Peter Wolk, Sandra Wright, a total of 37 at least. 1.2. The Talk If one surveys Thailand on the internet, one is immediately impressed by descriptions of its natural and cultural heritage. The 359,000,000 results on Google are headed by Wikipedia and the Tourism Authority of Thailand (TAT). Moving on past the facts of geography and history and clicking on the site of TAT,1 one is immediately treated to a wonderful photo of bungalows ensconced on a beach with huge boulders at the edge of the sea and a fishing boat in the far distance. Moving down one sees the heading: Top Destinations. And, at the top of the list is Chiang Mai. Chiang Mai is imaged by a photograph of the stupa (Phra Chedi) at Wat Phra That Doi Suthep, located overlooking the city of Chiang Mai in the Doi Suthep-Pui National Park. And, sure enough, if you click on the top destination for Thailand, the page that comes up is introduced by an image of a tourist van traveling on a road through a forested, mountainous area and the statement that “Thailand’s “Rose of the North” is a cultural and natural wonderland with ethnic diversity, a multitude of attractions and welcoming hospitality.”2 If you move down on the page, there is a summary text on the history of Chiang Mai, followed by links to 7 temples, 3 national parks, 1 archaeological site, 2 zoos, 1 memorial garden and a Royal Project. Looking at these beautiful invitations, one keeps in mind the final paragraph of the text describing Chiang Mai: “The old city of Chiang Mai is a showcase of the North’s fascinating indigenous cultural identity that includes diverse dialects, a delectable cuisine, distinctive architecture, traditional values, lively festivals, numerous handicrafts workshops, northern style massage, and classical dances. Chiang Mai is also blessed with pristine natural resources including mountains, waterfalls, and rivers. The presence of numerous hill tribes that feature a wealth of unique cultures enhances Chiang Mai’s distinctive diversity. Hill tribe trekking, often combined with river rafting and elephant riding has always been one of Chiang Mai’s greatest tourist attractions. Nowadays there are innumerable activities and attractions both in the city and the surrounding province, including massage instruction and golf. Moreover, visitors can visit workshops where they can learn about the production of silk or silver, and purchase memorable, hand-crafted souvenirs. With such a diverse range of attractions and an equally grand selection of dining and accommodation options, Chiang Mai is a place where both backpackers and luxury tourists can enjoy the ultimate Thailand holiday.” There are a number of interesting points to note on the webpage. First, nowhere is it mentioned that the name « Chiang Mai » pertains to both the city and the province. Therefore, one can understand the tourist’s confusion when he/she/they arrive in a modern urban complex. The municipality called Chiang Mai has little 1 http://www.tourismthailand.org/home 2 On the "fabrication" of Chiang Mai see: Renard, Ronald D., 'The image of Chiang Mai', Journal of the Siam Society, 87.1 & 2 (1999), p. 87-98. Downloadable at: http://www.siamese-heritage.org/jsspdf/1991/JSS_087_0h_Renard_ImageOfChiangMai.pdf [Editor's note] 2 to do with the nature described in the brochures. Therefore, one can understand why they immediately make for the wats. These temples are the only sites that look Thai, apart from the luxury resorts that comparatively few can afford. In fact, if they had read the Wikipedia article on Thailand before arrival, they would understand that Thailand, in general, is not quite what the official Tourism Authority makes it out to be. In fact, the Tourism Authority of Thailand is an instrument of national economics, in other words, maximizing tourism income to the Gross National Product. Secondly, when one clicks on the link for the National Parks, one is led to a website all in Thai except for the title: « Department of National Parks, Wildlife and Plant Conservation », the logo presides under a tree, over shadows of an elephant, a monkey, some deer and a bird. There is a link for an English version that leads to a link “« in National Parks ». However, there, one is faced with the impossibility to search for « Chiang Mai ». So, thanks to TAT, they are confirmed in the belief that there are national parks and a national park service and trust the tour companies to take them there. Finally, on the side of the webpage there is a menu that offers a list of links: accommodation, transport, activities, special offers, attractions, tours & packages, food & drink, events & festivals, shopping and tourist info centers. It is here that one might find a path to the museums of Chiang Mai. If one chooses attractions, then art, culture and heritage, near the bottom of that list will be a link to « museums ». There, five museums are featured, one of which has been closed for several years. In fact, it would be quite surprising that there are only 5 museums in Chiang Mai, so one might go back to the list of art and culture attractions and search around a bit. This would reveal 4 art and craft centers, 1 art gallery, 1 historical house, 5 historical sites and monuments, 10 landmarks and memorials, and 2 Royal palaces. Of particular interest are the landmarks and memorials and, with this final remark on the official introduction of the visitor to tourism in Chiang Mai, I will leave the realm of TAT and return to the central issue in this paper: Museums and the Tourism Industry. The title of this talk, “Cashing In on Cultural Heritage” focuses upon how the characterization of Thailand as a cultural heritage destination has supported the Thai tourism industry to develop into one of the most successful in the world. According to the World Travel and Tourism Council Economic Impact 2014 Report, the direct contribution, in 2013, to Thailand’s GDP was a little over 1,074 billion THB or approximately 33 billion USD. This income represents 9% of the income generated in the country by industries that deal directly with tourists, including hotels, travel agents, airlines and other passenger transport services, as well as the activities of restaurant and leisure industries that deal directly with tourists.3 If one includes the concomitant capital investment in this sector, along with Government spending and other ancillary income generation, the figure comes to more than twice that much. The total contribution of the Travel and Tourism Industry to the Thai economy in 2013 was approximately 2,401.1 billion THB (20.2% of GDP). Furthermore, the report estimates that direct income generation would increase, in 2014, to 10% of GDP and, by 2024 the total contribution of Travel and Tourism to Thailand’s GDP will be 22.2%. The details are in the chart on the next page. Because of these figures, it is important to understand what is being invested in the very product of the Thai travel industry, in other words, to identify the intersection of income generated by the promotion of natural and cultural heritage by the tourism industry and the preservation and communication of that very heritage by museums, zoos, national parks, government and other cultural and natural heritage preservation organizations, all of which are related within the discipline of museology. In order to explain this, I must introduce you to a bit of the theory surrounding these institutions. 3 http://www.wttc.org/site_media/uploads/downloads/world2014.pdf 3 4 First of all, what are natural and cultural heritage? Natural heritage refers to fauna and flora, geology, landscape and landforms, and other natural resources. Cultural heritage refers to the legacy of physical artifacts and intangible attributes of a group or society: human-made heritage. There is no doubt that both natural and cultural heritage are being marketed by the Thai tourism industry.
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