A Heritage Tourism Strategy for Western Australia a Heritage Tourism Strategy for Western Australia
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A Heritage Tourism Strategy for Western Australia A Heritage Tourism Strategy for Western Australia CONT ENT S page Cossack Townsite, Roebourne 3 Foreword 4 Executive Summary 6 1. Overview 9 2. Background 2.1 Recognition of Heritage Tourism 2.2 Government Policy 2.3 Heritage Tourism Defi nitions 2.4 Tourism in Western Australia 14 3. Global Developments in Heritage Tourism 3.1 Trends and Issues 3.2 Economic Benefi ts 17 4. Heritage Tourism Potential in Western Australia 4.1 Product Diversity Strawberry Hill Farm, Albany 4.2 Economic Value 4.3 Other Attributes 20 5. Delivering the Heritage Tourism Strategy 5.1 Key Stakeholders 5.2 Action Plan Prepared by the Heritage Council of Western Australia in partnership with Tourism Western Australia All photos courtesty of the Heritage Council of Western Australia and Tourism Western Australia, except where noted. 1 Mullewa Priesthouse 2 The Government of Western Australia is We hope that more Western Australians pleased to release its Heritage Tourism and visitors to our State can share Strategy. Jointly developed by the Heritage the rewarding and enormously varied Council and Tourism Western Australia, it opportunities for exploring the individual identifi es the means for turning heritage stories, communities, places and ideas places and historic themes into sought- that have shaped our social and physical after tourist attractions. environment. Heritage tourism takes advantage of The Heritage Council and Tourism the State’s unique history and built Western Australia are to be commended heritage by generating local, national and for their efforts in developing a Strategy international awareness of key historical that will have resounding social and sites and themes that have been, or economic benefi ts for the State. continue to be, important to the State’s The Heritage Tourism Strategy is a fi rst for development and sense of place. Western Australia and we commend its Although heritage tourism already exists vision and objectives. in precincts, places, sites and destinations throughout the State, it is clear that a coordinated approach to promoting Western Australia’s historical assets will be highly benefi cial. Heritage tourism The Hon. Michelle Roberts MLA offers increased diversity of visitor Minister for Heritage experiences and improved sustainability for heritage places through higher public profi le and educational awareness. The Hon. Sheila McHale MLA Minister for Tourism August 2006 3 The need for a Western Australian The fi ndings of two separately Heritage Tourism Strategy as part of commissioned studies, received in 2005, Government policy was fi rst referenced in have been integrated into the Strategy. the Western Australian State Sustainability One report confi rmed the signifi cant direct Strategy. economic value of heritage tourism to selected destinations in Western Australia, The Heritage Council of Western Australia while the other analysed key heritage was charged with carriage of the process, themes in Western Australia with the which also complemented those elements greatest tourism potential. of Tourism Western Australia’s Pathways Forward – Strategic Plan 2003-2008 that The Heritage Tourism Reference Group addressed niche tourism product. representing most key stakeholders was an advisory committee that provided input An offi cer with the requisite expertise to the initial draft Strategy and considered was appointed by the Heritage Council comment from public consultation. The to coordinate the Strategy processes and Group also considered and endorsed the relationships, which were pursued in fi ndings and recommendations of the two close collaboration with Tourism Western studies. Australia. The fi nal wording of the Strategy refl ects International research and key the views of the lead agency, the Heritage stakeholder consultation was undertaken Council of Western Australia, and its throughout 2004, leading to the release partner Tourism Western Australia. It of a draft Heritage Tourism Strategy for confi rms heritage tourism warrants Western Australia for public comment in dedicated development as an important 2005. Responses unreservedly confi rmed contributor to the State’s tourism mix; the need for such a Strategy and broadly it complements related niche tourism endorsed the proposed structure, product sectors (Indigenous; arts); and it content and direction outlined in the draft can be progressed appropriately in line document. with the recommendations below and as outlined in the Key Objectives section. 4 Recommendations: 1. Government endorse the Strategy as a framework for the advancement of heritage tourism in Western Australia and communicate this endorsement to relevant government agencies. 2. Government support the Strategy through provision of appropriate levels of funding to ensure effective implementation. 3. The Heritage Council of Western Australia maintain responsibility for the Heritage Tourism function and continue to work closely with Tourism Western Australia in regard to Strategy implementation. 4. An offi cer with primary responsibility for Heritage Tourism be appointed to implement the Strategy in line with its Key Objectives and Recommendations. 5. A Heritage Tourism Advisory Group be established to assist with Strategy development and implementation as a stakeholder forum for heritage tourism. 6. The Key Heritage Tourism Thematic Assessment report be acknowledged as a practical format for establishing products, processes and priorities for Strategy implementation. 7. The Economic Value of Heritage Tourism report be acknowledged as an appropriate methodology for measuring and assessing the tangible benefi ts of heritage tourism to Western Pearl lugger, Broome Australia. 5 Heritage tourism has the potential to While heritage tourism exists in many considerably improve the economic parts of Western Australia, the potential vitality of numerous Western Australian is considerably under-realised and the communities, broaden Western Australia’s profi le largely absent. Western Australia tourism base and improve awareness, has the opportunity to stimulate and appreciation and conservation of our nurture heritage tourism and ensure that physical and intangible heritage. it is incorporated into relevant government policies and given the attention and Globally this category of tourism has been support it deserves. expanding for some time, albeit largely invisibly to government and the tourist Accordingly, this strategy document is industry. However, in more recent times designed to demonstrate the value and jurisdictions around the world have come importance of heritage tourism, provide to recognise the considerable benefi ts leadership and direction, and a framework of heritage tourism and now seek to for decision-makers and practitioners. infl uence its development and harness its It seeks to replace fragmented and potential. uncoordinated initiatives with a concerted and systematic approach. A primary benefi t of heritage tourism is its long-term economic value, representing The Strategy is informed by an one of the most profi table tourist accompanying Background Paper, a market segments, with high sustainable document that examines many issues growth rates in part driven by the pertinent to heritage tourism, such as emergence globally of the “baby boomer” concept defi nitions, global trends and generation. It generates investment in developments, economic indicators, the development of heritage product, leadership options, key stakeholders and complements and engages other tourism partners, markets and products, and product, rejuvenates communities (with priorities and classifi cations. both a regional and inner-city focus) and The Background Paper should be can do so in a low impact, protective and referenced for all statistics and expansionary way. information sources through its Importantly it provides considerable comprehensive bibliography. non-economic benefi ts: promoting, It was opportune that the Strategy’s protecting and sustaining the heritage commencement in 2004 coincided with base; addressing traditions and values greater public awareness of historic that defi ne nations and communities; and heritage issues as a consequence recognising multicultural legacies linking of government initiatives promoting nations; engaging local and regional Western Australia’s 175th Anniversary governments; and furthering important Celebrations and Australia’s Year of the educational functions. Built Environment. 6 HMAS Sydney Memorial, Geraldton There will be many further Greenough Pioneer Museum opportunities for such popular historical commemorations. The year 2005 represented the 90th anniversary of ANZAC Day, and 2006 represents the 400th anniversary of the fi rst recorded European contact with Australia which is being celebrated as part of the national Australia on the Map program. The Canning Stock Route also marks its centenary in 2006. The need for a Heritage Tourism Strategy has never been more evident; the timing for its implementation has never been more appropriate. 7 York Hotel, Kalgoorlie 8 2.1 Recognition of Heritage Tourism Increasing attention is being paid to the While nature-based tourism remains its potential of heritage tourism from both key priority, Tourism Western Australia tourism and heritage bodies. Sustainable recognises that cultural heritage tourism in Australia has, in large part, - Indigenous, art, historic and built evolved from an interest in the natural environment - contributes to sustainable environment. Drawing upon international