Laponia World Heritage”

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Laponia World Heritage” Norra Norrland (SE): Development of the “Laponia World Heritage” SUMMARY The aim of the initiative was to develop the “World Heritage Laponia” as a tourist destination by safeguarding the indigenous culture, nature and the environment. The area is situated in inland Norra Norrland, in northern Sweden. UNESCO recognised it as a World Heritage area in 1996 due to its great cultural value as the historic area where the Sami ethnic minority group settled, as well as its ecological diversity. Within the area there are nine Sami reserves, four national parks and two nature reserves, so most of the territory is protected as a natural treasure. The area is one of the most sparsely populated in Europe: six percent of the country’s population lives in a territory which makes up 40 percent of Sweden’s total land area (1 to 3 inhabitants per square km). The objective of the project, which started in 2003, was to encourage tourist and craft activities in the “World Heritage Laponia” area and develop it as a resort by strengthening sustainable ecological tourism within the protected part, in order to diversify and generate new employment opportunities for the local and Sami population. The tourist sector is underdeveloped, and is based mainly on small, family-run businesses. Some of the enterprises combine tourist activities with other income sources, like reindeer-herding, employment in the local mining industry or in the service sector. The main activities during the 2000 to 2006 Structural Fund period targeted the basic conditions for development of the tourist industry, such as skills, product and destination development, and the creation of conditions for a more structured collaboration with the commercial aspect of tourism. It comprised competence development activities, including training and seminars, breakfast meetings and capacity workshops, as well as networking support, joint commitment and cooperation. The goals encompassed increased collaboration and participation to improve tourist products. Nine study and promotion trips for local entrepreneurs and tour operators were organized. During the second phase of the project, a website and prospect materials were developed, including the “Laponia” trademark, to promote the area more forcefully as a tourist attraction. The “Laponia” trademark allows for more unified coordination of tourist activities in the area and greater marketing impact. Furthermore, it contributes to enhancement of the local tourist business as presented in national and international travel markets and promotes the marketing of local handicraft products. The initiative was managed and implemented by the local municipalities Jokkmokk and Gällivare, which set up an office to support and coordinate tourism. The Norrbotten County Administration Board (including both municipalities) held a place in the steering group project organization and cooperated with the Swedish Tourist Board and the Association of Sami Husbandry. The main beneficiaries of the project were the local family tourist businesses offering sustainable outdoor and cultural activities, some of which are run by the Sami population. They received training and information to improve their businesses. Start-ups were also supported. By involving local producers, especially Sami reindeer herders, the project aims at further supporting the Sami ethnic minority groups and their local traditions. 1 The initiative has been successful in stimulating the future development potential of the area as a tourist destination. The project area is characterized by low economic development, also because of its denomination as a natural park, which hampers certain economic activities. Supporting and stimulating development of the area as a tourist destination might open up new employment and income possibilities for local entrepreneurs in the mid and long term. The purpose of the project was to increase the competiveness of the local tourist market, by creating joint commitments and support for future development. BACKGROUND INFORMATION Country: Sweden Region: Norra Norrland Full project title: Laponia World Heritage Duration of project: 2002 - 2007 Funding: ERDF, Municipalities of Jokkmokk and Gällivare, the Council of Norrbotten and the County Administration Board of Norrbotten, and private investments. Total budget: € 897,480 (€ 616,636 from 2002-2005 and 280,844€ from 2006-2007) ERDF contribution: € 541,288 (60%) (€ 400,574 from 2002-2005 and € 140,714 from 2006-2007) Themes: Tourism and Culture Business Support (Start up, spin off, incubators, Business advisory services) Social Inclusion - ethnicity (Employment and labour market) Territorial dimension of regional development (Regional Cooperation) 1. PROJECT DESCRIPTION The overall objective of the project was to stimulate the tourist sector with sustainable ecological tourism, aiming at long-term sustainable economic growth through diversification of local activities and alternative income possibilities brought about by new employment opportunities, also for the local Sami population. The activities were implemented in two phases: the first phase was dedicated to the identification of the tourist potential of the area, while the second regarded the implementation and marketing of possible activities. In the first phase of the project, from 2003 to 2005, the main activities were mapping resources and possibilities, as well as determining the weaknesses and problems of the area in relation to the tourist industry, in order to identify possible areas of intervention. During this 2 project phase, the activities also aimed at developing the skills of local entrepreneurs, especially of the local Sami population working in the tourist field, and improving the quality of tourist services. Activities included training courses and workshops, advisory services and exchanges. The seminars included issues like eco-tourism, hosting, “best of nature”, tour quality, medical-plants, Sami storytelling, travel insurance, marketing, product-development and marketing of Sami tourist products. Further, a website was created including tourist information offering ecological and local activities. The establishment of contacts with the local family enterprises was supported with regular breakfast meetings (13 meetings were held) and seven info-meetings, where they were able to network and obtain information. Workshops for local entrepreneurs and tourist-agencies were offered and in total 16 seminars on tourism-related issues, Sami culture, and organisational aspects. The activities also included support for start-ups and offered certification for already established enterprises working in tourism, as well as for the new ventures. During the programme 26 enterprises participated in local and regional fairs and 25 in national and international fairs. The second phase, from 2006 to 2007, saw the establishment of the “Laponia” trademark on the national and international travel market by promoting the website (http://www.laponia.nu) and creating a tourist manual for tour operators “What to know when selling Laponia tours”. A multi-lingual promotional DVD (in English, French and Italian) and a Laponia-map in different languages was produced, and ten newsletters and about 50 newspaper articles were published. In order to stimulate exchange, in 2006, a study trip for 11 Sami tourism entrepreneurs to Italy was organized, as well as the promotion of 9 tours for travel agents, in order to advertise the area as a new travel destination. The main beneficiaries were local entrepreneurs working in tourism. These are mainly small part-time or full-time businesses, where tourist activities are often combined with other income activities (like reindeer husbandry in the case of the Sami population), especially in the case of family-run businesses. Altogether, 28 entrepreneurs participated in the project activities, 20 succeeding in increasing the number of new customers. Nine start-up entrepreneurs profited from the project, of which 5 were Sami companies. Three of the participating enterprises received quality certification as eco-tourism companies and diversified their products, and two companies were at the stage of receiving certification. Nine companies participated in “tour-quality” capacitation. 2. POLITICAL AND STRATEGIC CONTEXT The regional development activities of Laponia are planned with the consideration that protecting the natural heritage and culture is an important aspect for sustainable regional growth. The protection of the natural environment goes together with the maintenance and improvement of the life-quality in the inland region, which is characterized by small and vulnerable labour markets with a low concentration of employers, and diverse structural problems. High unemployment rates and out-commuting to the coastal cities remain an important challenge. In order to stimulate the local tourist market and for protection of natural areas, the national Ministry of Culture implemented a Swedish National Heritage Board, responsible for heritage and historic environment issues, ensuring their protection and preservation. The sustainable development of tourism is further enmeshed in the national strategy which is supported by the 3 Nordic Council of Ministers (including Greenland, Iceland and the Northern regions of Norway, Sweden and Finland). The Nordic Council coordinates the Nordic country activities in order to strengthen the travel and tourist industries by improving conditions for resort development through partnerships, marketing
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