Madang, Papua New Guinea

Promoting Cultural Heritage for Sustainable Tourism Development: Madang, Papua New Guinea

A. Ford, A. Carr, N. Mildwaters and G. Summerhayes

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:

Madang, Papua New Guinea

A. Ford1, A. Carr1, N. Mildwaters2 and G. Summerhayes1.

ISBN: 978-0-473-48282-4

1 University of Otago PO Box 56 Dunedin New Zealand

2 Otago Museum 419 Great King St Dunedin New Zealand

1 Executive Summary

Tourism has been identified as an important members of local communities involved with economic industry for Small Island Developing tourism projects. The project team was States (SIDS), including Papua New Guinea joined by staff from Divine Word University (PNG). One of the important niche markets and the National Museum and Art Gallery for tourism is cultural heritage, which of Papua New Guinea. Their participation involves “travellers seeing or experiencing was a critical factor in the success of the field built heritage, living culture or contemporary work, as they assisted with translation and arts” (Timothy 2011: 4). While cultural the transcription of interviews. heritage tourism comprises 40% of the total global tourism market, in the Pacific cultural The research identified that cultural heritage heritage tourism remains underdeveloped. tourism is an unfamiliar concept to the communities interviewed that needs to be One of the benefits of cultural heritage rectified by awareness and advocacy. tourism is its ability to involve local com- Communities and stakeholders, however, munities, using their own heritage as tourism both noted that cultural heritage resources assets, therefore potentially providing could provide a tourism opportunity for sustainable economic development. The local communities for sustainable purpose of this study is to investigate the development, particularly as it requires low current opportunities and constraints for levels of investment in capital and local communities in developing cultural infrastructure, and builds upon existing heritage tourism projects, using Madang in assets – their own cultural heritage. Cultural PNG as a case study. heritage tourism was seen as an industry which could be readily and sustainably The methodology for this report involved a incorporated into communities’ livelihoods. desktop review of tourism-related literature for Papua New Guinea and two fieldtrips to At the same time, however, numerous Madang/Port Moresby for site observations challenges and constraints were noted, and to meet and discuss with community including a need for further investment by members, cultural heritage specialists and government at all levels in respect to tourism stakeholders their attitudes and funding, resources and training to assist opinions towards cultural heritage tourism in communities with capacity building, product Madang. The first trip in February 2018 development, marketing and guide training. included a three-day workshop held in In short, there is great potential in Madang Madang involving cultural heritage and (and Papua New Guinea in general) for local tourism stakeholders from both the communities to be involved in cultural provincial and national levels. The second heritage tourism, but there needs to be a trip in June 2018 involved a week of semi- coordinated and holistic strategy for tourism structured interviews in Port Moresby and development at both provincial and national Madang with industry stakeholders and government levels for this to be sustainable.

Acknowledgements

The project team would like to Visitors and Cultural Bureau, the Madang acknowledge the funding provided by the Provincial Government, Divine Word New Zealand Institute for Pacific Research University, Melanesian Tourist Services, to undertake this study. We would also like Papua New Guinea Tourism Promotion to thank all of the stakeholders involved in Authority, the National Research Institute our research, including the local and the National Museum and Art Gallery communities and tourism providers who of Papua New Guinea for their assistance agreed to participate in interviews in with this research. For assistance with Madang. We would also like to figures and mapping, we would like to thank acknowledge and thank the Madang Dylan Gaffney and Les O’Neill.

3 Contents

Executive Summary 2

Acknowledgements 3

Introduction 5

Tourism in Papua New Guinea 8

Community Based Tourism 13

Cultural Heritage Tourism 14

Cultural Heritage of Papua New Guinea 17

Madang Cultural Heritage 18

Madang Tourism 20

Cultural Heritage Opportunities in Madang 22

Community and Stakeholder Views on Cultural Heritage Tourism 27

Challenges with the Development of Community Based Cultural Heritage Tourism 30

Recommendations 36

Concluding Remarks 39

References 40

Introduction

Tourism has been identified domestically foreign currency and potentially foreign and internationally as a key economic and investment; and finally, the potential spread development opportunity for South Pacific of economic opportunities into rural areas nations, with entities such as the UN World and local communities (Cole 2006; Scheyvens Tourism Organisation (UNWTO 2017), 2015; Telfer and Sharpley 2016). Furthermore, World Bank (2017) and the Asian Develop- tourism involving the cultural heritage of ment Bank (Everett et al. 2018) focusing communities can deliver beneficial outcomes upon the need for these smaller nations to such as cultural exchange and the potential develop sustainable tourism that draws upon for continuation of cultural traditions. It is their rich natural and cultural heritage acknowledged that mismanagement, (Scheyvens 1999; Rayel 2012). Tourism is especially during times of tourism growth, often positively portrayed as providing can be detrimental to communities multiple benefits to developing nations, (Scheyvens 1999). The aim of this report is including the stimulation of economic to examine the potential for developing growth; the creation of employment oppor- cultural heritage tourism opportunities for tunities and enterprises; the promotion of sustainable local community development in infrastructure development; the provision of Madang, Papua New Guinea (Figure 1). tax revenue to governments; the import of

Figure 1 Map of Papua New Guinea.

5 The methodology for this report involved a desktop review of tourism-related literature for Papua New Guinea and the wider Pacific, as well as two fieldtrips to Madang/Port Moresby for site observations and to meet with and discuss community member and stakeholder attitudes and opinions towards cultural heritage tourism. The first trip in February 2018 included a three-day workshop on cultural heritage tourism held in Madang. This involved stakeholders from the Papua New Guinea Tourism Promotion Authority (PNGTPA), the National Museum and Art Gallery of Papua New Guinea (NMAG), Divine Word University (Cultural Heritage and Tourism specialists), the National Research Institute (NRI), the Madang Visitors and Cultural Bureau (MVCB) and local tourism providers.

The second trip in June 2018 involved a week of semi- structured interviews in both Port Moresby and Madang. These interviews followed up on issues discussed at the original workshop and involved stakeholders from the PNGTPA, NMAG, the MVCB, Madang Provincial Government (Tourism) and local tourism providers. In addition, three local village communities currently running tourism attractions were interviewed regarding their experiences. For these communities, group interviews were held in each village, conducted in a mixture of English and Tok Pisin, and supplemented by site observations. For this fieldwork, the project team was joined by staff from Divine Word University and NMAG. The inclusion of the latter was a critical factor in the success of the field work, as they assisted with recording, translation and transcription of the interviews.

This report was completed as part of a larger project, funded by the New Zealand Institute of Pacific Research, which aimed to investigate the possibility of utilising cultural heritage for sustainable tourism development within the Pacific region. Two case studies were selected to investigate this in more detail: Madang, PNG, and Samoa. The objectives of the wider project were as follows: 1. Identify the opportunities and difficulties of using cultural heritage within the Pacific for sustainable development. 2. Increase in-country awareness of sustainable cultural heritage tourism opportunities.

3. Identify workable synergies between As noted above, each case study will have cultural and education institutions, different cultural heritage opportunities, government authorities, local com- depending on their unique cultural situation. munities and tourism infrastructure. This report will briefly describe PNG’s An important tenet of the case studies was to broad cultural heritage context, before identify how specific local and cultural focusing specifically on the targeted context factors might impact upon the creation of of Madang. The current tourism situation in cultural heritage tourism development Madang will be reviewed before highlighting opportunities. It is therefore important to cultural heritage opportunities within understand how tourism is currently surrounding areas of Madang. This will be organised in each context. This report will followed by analyses of interviews carried begin with introducing the current situation out with communities and stakeholders to of tourism in PNG and identify and under- reveal perceptions and views on cultural stand tourism opportunities and obstacles heritage tourism. While this report focuses nationwide, before examining how local on Madang and its environs, many of the communities currently participate within the findings are applicable to the wider context tourism industry. As cultural heritage of PNG. Finally, obstacles and problems for tourism is a relatively new concept within the developing cultural heritage tourism Pacific, highlighted by the current research, opportunities in Madang are identified and this report will then explain the concept of recommendations for the future develop- cultural heritage tourism and how it differs ment of this industry are suggested. from more traditional tourism approaches in the Pacific.

7 Tourism in Papua New Guinea

Tourism has been recognised as having Guineans” (PNGTPA 2006: 8). The Papua significant potential for the future of Papua New Guinea Vision 2050 (Govt of PNG New Guinea, in terms of its capacity to 2009) also discusses the need to diversify the deliver economic growth whilst maintaining current economy, including the development social/cultural and environmental wellbeing of ecotourism. for the country (Imbal 2010; Kau 2014; Markwell 2018; Rayel et al. 2014). The Between 2014 and 2016, visitor numbers stated goal of the Papua New Guinea have fluctuated between 191,000 and Tourism Sector Review and Master Plan 198,000 (Figure 2), but PNG has yet to 2007-2017, for example, was to “increase the experience the steady growth displayed in overall economic value of tourism to the other Pacific nations, such as in Fiji. nation by doubling the number of tourists on Tourism therefore currently remains a small holiday in PNG every 5 years and maximizing part of the economy, particularly when sustainable tourism growth for the social and compared to the numbers of visitors environmental benefit for all Papua New travelling to other Pacific destinations.

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 2 Annual Visitor Arrivals to Pacific Nations (including both overnight and excursionist visitors). NB: Excursionist data is missing for Cook Islands and Solomon Islands. Papua New Guinea also has a very different ficant number of visitors to Papua New Guinea visitor profile compared to other Pacific arrive for business and employment purposes nations where about 70% of annual inter- (Figure 3). Although numbers of holiday national arrivals comprise holiday visitors makers have been steadily increasing – from (with the exception of Samoa which has a 22% of the market in 2013 to 29% in 2016 – large visiting friends and relatives (VFR) they still comprise a much lower share of the market) (SPTO 2014). In contrast, a signi- total visitors compared to other Pacific nations.

80000

70000

60000

50000

40000

30000

20000

10000

0 Business MICE VFR Holiday Employment Education Other

2013 2014 2015 2016

Source: PNGTPA 2018 Figure 3 Visitor purpose for travel to Papua New Guinea.

Of the holiday visitor market, by far the largest historical connections between the two group of travellers arrive from Australia with a countries. Other important holiday markets market share of 43% (Figure 4). This reflects include the USA, UK and Germany. both geographical proximity as well as

25000

20000

15000

10000

5000

2013 2014 2015 2016

Source: PNGTPA 2018 Figure 4 Citizenship of holiday visitor arrivals in Papua New Guinea.

9 One market that appears to be growing for Figure 5 depicts numbers of holiday visitors Papua New Guinea is the cruise ship market. arriving by air and cruise ship, by passenger In 2015, the country received 136 cruise nationality (drawn from 2016 data only). This ship calls at different ports, with a total direct highlights that visitors from Australia and Ger- impact to the PNG economy worth AUS$6.3 many, in particular, are more likely to visit million (IFC 2016). While the overall Papua New Guinea by sea than other national- number of cruise ship visits is similar to the ities. Modes of sea travel range from the large 137 cruise ship calls in 2007, the size of the P&O cruise ships to smaller scale expedi- ships visiting has increased considerably, tionary boats designed to take visitors into from an average passenger capacity of 347 in remote areas, such as up the Sepik River, or 2007 to 705 passengers in 2015 (IFC 2016). to off-shore islands with smaller harbours.

16000

14000

12000

10000

8000

6000

4000

2000

Air Cruise

Source: PNGTPA 2018 Figure 5 Arrival type for holiday visitors in 2016.

As noted above, the number of international Papua New Guinea internationally, holiday visitors in Papua New Guinea is establishing offices in Sydney, London, Los steadily increasing, although this market is Angeles, Tokyo, Shanghai and Munich to still not large when compared to other capture a diverse range of markets. In Pacific nations. The gradual increase in addition, the PNGTPA implemented the holiday visitors has been attributed to a Tourism Sector Review and Master Plan number of factors including the establish- 2007-2017 which planned to double the ment of the Papua New Guinea Tourism number of tourists to PNG every five years. Promotion Authority (PNGTPA) in 1993, Increasing numbers of holiday visitors from which has actively marketed and promoted Australia and New Zealand is evident and

corresponds to increasing outbound tourism a direct contribution of PGK$470.9 million from these countries, both of which are (USD$148.1 million), still 0.7% of the total important growth markets for Papua New GDP, with a total contribution of PGK$1315.7 Guinea (Everett et al. 2018). The potential million (USD$413.7 million), or 1.8% of the for tourism in PNG has also recently been total GDP (WTTC 2018). recognised by the World Bank’s contribution of US$20 million for the Papua New Guinea Compared to some other Pacific Islands, Tourism Sector Development Project, which and based on country reports from the aims to improve tourism services in the pro- World Travel and Tourism Council, the vinces of East New Britain (Rabaul, Kokopo) contribution of tourism to Papua New and Milne Bay (Alotau) (PNGTPA 2018). Guinea’s overall economy is very low (see Table 1). Indeed, out of the 185 countries Currently tourism is a relatively small part of that the World Travel and Tourism Council Papua New Guinea’s economy. The World reports on, Papua New Guinea ranks 184 in Travel and Tourism Council (WTTC 2017) terms of the importance of tourism to the recorded that the direct contribution of country’s GDP. Conversely, for other Pacific tourism in 2016 was PGK$354.7 million Island economies the World Bank (2017) (USD$113.2 million), or 0.7% of the total reports that the service sector, of which GDP, while the total indirect contribution tourism is part, is the largest. Papua New (taking into consideration factors such as Guinea is clearly an exception, largely because investment and the supply chain) was of the prevalence of natural resources and PGK$971.7 million (USD$310.2 million) or importance of related extraction industries. 1.9% of the total GDP. In 2017, this rose to

Table 1 Economic contribution of tourism to selected Pacific Island countries.

Country Direct contribution Total GDP Total contribution Total GDP (%) (%) (USD$ million) (USD$ million)

Fiji 704.8 14.4 1966.3 40.3 Papua New Guinea 148.1 0.7 413.7 1.8 Solomon Islands 49.9 4.3 119.9 10.4 Tonga 27.7 6.8 74.2 18.2 Vanuatu 144.6 18.2 365.7 46.1

Source: WTTC 2018

Current constraints to growth in tourism in ment for tourists; a lack of community Papua New Guinea include issues surround- awareness regarding tourism; low levels of ing security and crime; the cost of travel both government investment/support/awareness; to and within Papua New Guinea; perceived and low market awareness as a holiday desti- health risks within Papua New Guinea; the nation (IFC 2016; Milne 2018; PNGTPA lack of infrastructure and product develop- 2006; Rayel et al. 2014; World Bank 2017).

11 Although tourism is underdeveloped in people still rely on subsistence agriculture Papua New Guinea, it has been viewed both for their livelihood (World Bank 2017). internally and externally as an alternative In particular, tourism is seen as potentially industry for a sustainable economy (Everett providing an opportunity for communities et al. 2018; Gabriel et al. 2017; IFC 2016, and villages to participate in sustainable 2018; PNGTPA 2006; Rayel et al. 2014; economic development at a local level Sakata and Prideaux 2014; World Bank (Gabriel et al. 2017; Kau 2014; N’Drower 2017). This is in contrast to the current 2014). This means that economic benefits situation where the heavy reliance on large are directly received by the communities scale extractive industries, such as mining, themselves, an important feature for a petroleum, gas, logging and large-scale country that is underdeveloped in its rural plantations, have high environmental and areas. The International Finance Corpor- social/cultural costs. These enterprises are ation (IFC), part of the World Bank Group, often foreign-owned and therefore have high noted that 60% of all visitors to Papua New economic leakage and, whilst they are impor- Guinea visited the provinces, thus furthering tant income providers for the government, the potential of tourism to grow regional and most of Papua New Guinea’s eight million rural village economies (IFC 2018).

Figure 6 Singsing at Mamada Village, Madang Province (photo supplied by Alex Paira).

Community Based Tourism

Community based tourism (CBT) is not an 2014; Sakata and Prideaux 2013; 2014), but entirely new concept to the Papua New it has been observed that CBT projects that Guinea policy arena with PNGTPA (2006) are developed by external organisations face advocating in particular for the development issues of community buy-in and sustainability of this type of tourism. Tolkach and King once the initial funding for the establishment (2015: 388-389) define CBT as “alternative of the project has been exhausted (PNGTPA forms of tourism development which max- 2006). This is a common problem with any imize local benefits and advocate capacity developmental project in Papua New Guinea building and empowerment as means of that is externally rather than internally achieving community development controlled (Benson 2012). It is imperative, objectives”. In practice, however, CBT is therefore, that CBT projects are developed complex to implement and the compara- ways that recognise the cultural context of tively few studies that critique CBT have local communities: achieving sustainable noted that it has met with varying degrees of objectives for their cultural and environmental success in achieving sustainable tourism wellbeing, but also sustainability in the objectives for communities (Cole 2006; context of ongoing economic enterprises for Muhanna 2007; Sakata and Prideaux 2014; financial wellbeing. Telfer and Sharpley 2016). For example, many CBT projects have been ecotourism One of the growth opportunities for tourism based, where a large conservation organisa- in Papua New Guinea is cultural heritage, tion has implemented a tourism project as should communities be willing to share their part of an effort to provide an economic cultural values (tangible and intangible) with value to a conservation area, thus encouraging visitors. Papua New Guinea is renowned for communities to protect these areas (Manyara its diversity, richness and authenticity in and Jones 2007). cultures yet this niche is still under-developed as a tourism product. This is particularly rele- In Papua New Guinea, ecotourism has also vant when considering CBT projects that been a focus for CBT development (N’Drower could be utilising their cultural heritage assets.

Figure 7 Pottery demonstration and market at Bilbil Village, Madang Province.

13 Cultural Heritage Tourism

Cultural heritage is the legacy of the past to developed cultural heritage tours or the people of today. It is the material and destinations, plus concerns regarding intangible attributes that a group inherits security and tourist infrastructure, hinder from previous generations that are maintained current tourist participation (Imbal 2010). in the present and for the future. Material or tangible cultural heritage includes archaeolo- The Papua New Guinea Tourism Master gical sites, monuments, museums, settlements Plan 2007-2017 acknowledges the impor- or landscapes/places that have historical and tance of niche market tourism to PNG, in cultural significance (ICOMOS Charter particular natural and cultural heritage 2008). These are places that can be physically tourism. The PNGTPA considers cultural visited and experienced. In contrast, intan- heritage tourism to include culture and gible heritage includes the knowledge and village based tourism, cultural shows/ practice of culture, including oral traditions singsings and WWII history. In October and histories, performing arts, rituals, 2012, a Sustainable Cultural Tourism festivals, and knowledge about traditional Conference was held in Kokopo, East New craftsmanship (UNESCO 2003). Britain, funded by the Australian Govern- ment through the Kokoda Initiative. At this Cultural heritage tourism can incorporate conference, fifty tourism stakeholders from both tangible and intangible aspects and Melanesia discussed the benefits of cultural involves “travellers seeing or experiencing heritage tourism and how to develop this built heritage, living culture or contemporary niche market (EMTV.COM 2012). arts” (Timothy 2011: 4). The South Pacific Tourist Organisation (SPTO 2014: 7) Research by IFC and PNGTPA on tourism defines cultural heritage tourism as “all demand for Papua New Guinea noted that tourist trips that include cultural activities, 70% of all holiday visitors in 2016 partici- such as visiting monuments, sites and pated in cultural activities during their stay, museums, as well as experiences and even though only half of these visitors visited interaction with local communities, such as Papua New Guinea primarily for cultural attending festivals, local cultural events and experience (IFC 2018). Recent reports on visiting markets. It involves travelling to the Papua New Guinea International Visitor experience the places and activities that Survey, conducted between January and authentically represent the stories and December 2017, however, noted that culture people of the past and present.” Although and history were the main influencing factors globally cultural heritage tourism is worth in holiday visitors choosing Papua New Guinea 40% of the total tourism market, tourism as a destination (Milne 2018). Approximately operators tend to market the Pacific as a 10,000 genuine cultural heritage tourists tropical beach destination, with a lack of visited in 2016, spending AUS$35 million understanding of the diversity and richness (IFC 2018). These niche market tourists are of Pacific cultural heritage (SPTO 2014). considered by IFC (2018) to be among the Papua New Guinea is an exception in this most important potential growth markets for regard; tourist operators do recognise the tourism in Papua New Guinea, particularly diversity and authenticity of cultures (SPTO because these high-value tourists tend to be 2014; World Bank 2017), however, a lack of discerning high spenders who wish to

contribute to the communities where they other types of tourism. The PNGTPA stay, and spend money to maintain and (2006) acknowledges that culturally-based invigorate cultural heritage (SPTO 2014; tourism products can assist in the preserva- Timothy 2011). tion of Papua New Guinean cultural heritage by providing an economic value to those The SPTO notes that tourists from the US, products. Allowing communities to receive UK, Germany, Japan, France and Australia economic benefits from staying connected to are most likely to be cultural heritage tourists their traditional cultural values is important (SPTO 2014); and referring back to Figure and provides incentives for younger genera- 4, these countries also reflect key originating tions to learn about and value their culture markets for tourists to Papua New Guinea. (Butler and Hinch 2007; Sakata and Prideaux The SPTO also notes, however, that Austra- 2013). At the same time, cultural heritage lian and New Zealand cultural heritage tourism, if managed appropriately, can allow tourists are more likely to visit Europe or tourists to engage more directly with the Asia for a cultural heritage trip than the communities they visit, thus creating real Pacific, which is more often seen as a local, interactions between locals and tourists safe, ‘flop and drop’ beach holiday destination. (Pfister 2000; Du Cros and McKercher That said, Papua New Guinea is an outlier 2015). This engagement can result in in this regard as it is well recognised as a knowledge sharing, community empower- cultural heritage destination compared to ment and increased empathy between other Pacific nations (SPTO 2014). tourists and communities (Whitford and Dunn 2014; Carr, Ruhanen and Whitford Cultural heritage tourism is recognised as 2016). Cultural heritage tourism therefore being significant for Papua New Guinea has a significant social/cultural value as well because culture tends to be context and as educational benefits. place-specific and visitors, therefore, have to travel to the place where that culture Other advantages of cultural heritage tourism originates in order to experience it (Butler include encouraging more people to partici- and Hinch 2007; Pfister 2000; Timothy pate in community level tourism, as cultural 2011). This is important for rural and local heritage products tend to be community- communities in particular because these are based activities such as handicrafts, singsings, the types of communities that cultural and sharing of traditional knowledge. There heritage tourists are looking to interact with, are also lower start-up costs required as the people ‘living their culture’. The ability to communities already have the traditional draw tourists into rural or remote areas in knowledge, tools and skill-sets needed to search of ‘authentic’ cultural experiences is produce products and therefore do not need considered to be one of the advantages for to spend initial capital on infrastructure local communities focusing upon cultural development, although this will vary depend- heritage tourism rather than other types ing on the type of tourism being developed. (Butler and Hinch 2007; Du Cros and At the same time, cultural heritage tourism McKercher 2015; Timothy 2011) and has tends to have low economic leakage as the great potential for PNG villages (Kau 2014). products are produced within the village by the villagers and often do not require Apart from economic benefits, cultural additional external spending, meaning that heritage tourism is also perceived as income distribution can more readily stay providing social/cultural advantages over within the community.

15 Cultural heritage tourism is not without its risks, however. For materially-based cultural heritage assets, poorly managed tourism can lead to deterioration or destruction of the asset itself. Local communities may not have sufficient funds or resources to be able to develop tourism markets themselves and are therefore at risk of losing control and access to local assets through the involvement of external providers (Butler and Hinch 2007; Prideaux and Timothy 2008). For cultural heritage assets that have an intangible base, concerns have focused upon the problem with turning cultural heritage into a tourism ‘product’ and potential issues relating to inauthenticity, trivialisation, commodification, and exploitation (Carr et al. 2016; Gabriel et al. 2017; Prideaux and Timothy 2008; Whitford and Dunn 2014). These factors mean that cultural heritage tourism needs to be carefully designed in ways that are suitable and appropriate for the host community and the cultural heritage itself, not just for the tourists.

Cultural Heritage of Papua New Guinea

Papua New Guinea has many diverse and traded goods across hundreds of kilometres. rich cultural histories that stretch back at These include the kula of the Trobriand least 45,000 years ago (Summerhayes et al. Islands, written about by anthropologist 2010). Since the arrival of the first people, Bronislaw Malinowski and instrumental in Papua New Guinea has been the backdrop Marcel Mauss’s book The Gift which for some of the most important archaeolo- became the seminal work on understanding gical discoveries in the world. The World how gift exchange works as a political and Heritage listed Kuk Archaeological Site, social process. Another significant example located near Mt Hagen in the Highlands, as of such voyages was also the hiri, which one of the few globally recognised ‘hearths’ traded between the Motu of Port Moresby of domestication, a place where visitors can and their exchange partners in the Gulf experience the actual site where ancestors Province, a distance of approximately 400 independently invented agriculture at least kilometres (Skelly and David 2017). 6500 years ago (UNESCO 2019). Kuk is the only World Heritage site in Papua New The legacy of generations of anthropologists Guinea, and one of only 13 World Heritage working in Papua New Guinea, from sites in the Pacific region. Bronislaw Malinowski to Margaret Mead, amongst others, writing on the diverse By 3500 years ago, a new wave of people cultures and languages within Papua New had arrived on the shores of Papua New Guinea, and having their work made into Guinea: the Austronesian speaking Lapita documentaries and published in educational peoples. These seafaring horticultural textbooks and popular media, such as people came from South East Asia, bringing National Geographic, has meant that Papua with them pigs, pots, and new horticultural New Guinea has retained an internationally crops, with some groups settling in PNG, renowned reputation for cultural heritage. while others continued out into the Pacific, becoming the ancestors of all Polynesians Today, Papua New Guinea is one of the (including New Zealand M ori). This was most culturally diverse countries in the the greatest seafaring migration ever known world, with more than 800 indigenous and descendants of these seafarersā are still languages, spread through a range of present in the coastal and island communities environmental zones, from islander to coast, of Papua New Guinea today, recognisable by lowlander to Highlands. Much of the the Austronesian languages they speak country still practices traditional agricultural compared to the many Papuan languages subsistence strategies and maintains strong (Dutton 1982). connections to the past as evidenced through craft production, oral histories/stories, and At the time of European colonisation, Papua singsing performances. Papua New Guinea New Guinea was home to people who under- is therefore synonymous with cultural took some of the longest distance trading heritage and is recognised internationally for voyages in the world, where large canoes its strong traditions.

17 Madang Cultural Heritage

The town of Madang, capital of Madang Province, is located on the northern coast of PNG. The pre-European heritage of Madang Province is little understood reflecting the limited amount of archaeological and anthropological research completed within the area. While most of the province’s early heritage is not recorded, the area around Madang town itself is better understood, due to some anthropological and archaeological work having been completed here, including the recording of oral histories.

The Bel people inhabit many of the islands and coastal areas around Madang and are famous for their long distance trading voyages, undertaken in large balangut or lalong canoes, trading pots along the Figure 8 Madang area. northeast coast, from Karkar Island in the north, along the Rai coast, to the Vitiaz Strait off between 1871 and 1883, recording local in the east. These pots were exchanged for customs and the language of the Bel people, many goods, including food, stone tools, and making natural history and anthropological personal ornaments and jewellery, and collections for the area. His collections are wooden items such as bowls and drums, now housed at the Macleay Museum in making the Bel affluent traders. Archaeolo- Sydney University and at the Miklouho- gically, the first appearance of the Bel people Maclay Institute of Ethnology and Anthro- on the islands off the coast of Madang pology in Moscow, Russia. Apart from his occurred between 650-550 years ago ground-breaking work with the Bel people, (Gaffney and Summerhayes 2016). The Bel Miklouho-Maclay is also well known for his people have oral histories that link their humanist approach and his efforts to ensure arrival at Madang with the disappearance of protection for indigenous peoples during the their homeland island known as Yomba height of European imperialism. (Mennis 2018). In 1881 and 1884, Otto Finsch, a German The area’s history following European ornithologist visited the Madang area (Mennis contact is much better known. According to 2018). Although Finsch was making natural Mennis (2018), the first European to history collections, he was also advocating develop connections with the Madang area for the establishment of a German colony. was Nicholai Miklouho-Maclay, a Russian In November 1884, Germany proclaimed naturalist and ethnographer who arrived the northeastern part of Papua New Guinea aboard the Russian ship Vitiaz in 1871. as German New Guinea. From 1884-1899 Miklouho-Maclay lived in this area on and this was run by the German Neu Guinea

Kompagnie, who established a settlement at German occupation ceased at the end of the Madang called Friedrich-Wilhemshafen, First World War when the Australians were named after the German Crown Prince. The handed German New Guinea under a man- main purpose of the German Neu Guinea date from the League of Nations. The Austra- Kompagnie was business, and during this lians administered German New Guinea time many plan-tations across German New until 1942, when the Japanese bombed Guinea were set up for copra production. Madang during the Second World War, These were largely unsuccessful, however, destroying much of the old town. The and from 1899-1914 the colony was run by Japanese occupied Madang itself from April the Imperial German Administration with its 1943 until April 1944, when Madang was headquarters in Rabaul, on New Britain. liberated by the Australian forces. Following the end of the Second World War, Papua In 1904, the Bel people were unhappy with (British New Guinea) and New Guinea the German administration for a number of (German New Guinea) were combined into reasons: the loss of land to German planta- a single administrative territory, the Territory tion owners, and the disruption of traditional of Papua and New Guinea, to be run by an trading systems that had formed the basis of Australian trusteeship. Bel culture and wealth due to the introduction of Germany currency and goods, to name a In 1975, after a period of self-government, few. A revolt was led against the German Papua New Guinea achieved independence administration but this failed due to the and Madang became a province in 1978, Germans being forewarned of the attack, with its own provincial government. Today and the leaders were arrested and killed. Madang has a range of industries, including agriculture, mining, forestry and tourism.

Figure 9 Coastwatchers memorial in Madang.

19 Madang Tourism

Since European colonization in the 19th The role of these tourism officers is to assist century Madang has been a drawcard for with the promotion of tourism in the tourism in Papua New Guinea, being province, as well as to provide advisory referred to as the Pearl of the Pacific or the services and marketing assistance to local Prettiest Town in the Pacific. The Lonely tourism operators and attraction sites. The Planet describes the province as “PNG in level of success that can be achieved by the miniature” (Brown, Carillet and Kaminski tourism officers is largely a reflection of the 2016: 92). It is very diverse in cultures, with amount of financial support provided by the people representing island, coastal, river and Madang Provincial Government. Currently, mountain cultures, and this diversity is there appears to be no overall provincial expressed in languages, with close to 200 government tourism plan or policy in place. languages present in this province alone. Previously, in 2007, Madang was selected as Tourism is an established industry for one of five Model Tourism Provinces by Madang with visitors being attracted to the PNGTPA as a priority for tourism develop- region for ecotourism, diving, surfing, island ment, along with Milne Bay, Eastern High- cruising, cultural attractions, and military/ lands, East New Britain and New Ireland. colonial heritage (N’Drower 2014). Madang Tourism plans were developed within each is also a gateway for exploring other key province in conjunction with PNGTPA and areas of PNG, including as a port for small each province selected specific projects that cruises along the Sepik River, or as a road/ PNGTPA would support. The Model Tourism air gateway to the Highlands region. In recent Provinces project struggled, however, as years, however, tourism leisure activity appears most of the provinces were unable to imple- to have decreased significantly, with travel- ment their plans owing to the differing lers mostly visiting for business purposes. amounts of funding and resources the provinces put into tourism. Two of the In terms of structure, tourism is governed at Model Tourism Provinces, Milne Bay and both a national and provincial level in Papua East New Britain, are now the focus of the New Guinea. The PNGTPA are the World Bank funded PNG Tourism Sector national body in charge of marketing and Development Project. Currently, the policy development for the entire country. PNGTPA is in discussion with the Madang The PNGTPA also employs product Provincial Government to establish a new development officers who are available to Memorandum of Understanding. provide advice and assistance to community organisations, although uptake of these The Madang Provincial Government also services is dependent on the provincial supports the MVCB which encompasses a government or NGOs raising community combined museum and visitors centre. awareness of the services on offer. Tourists seeking independent advice on tourism in Madang visit the MVCB and are Both the Madang Provincial Government provided with information on local attractions, and the Madang Visitors and Cultural tour guides and accommodation options. Bureau (MVCB) employ tourism officers.

There are several private tourism operators Australia, 24% from the USA, 11% from in Madang, some of which have operated for Germany and 6% from the UK and Japan over 40 years. These operations are largely respectively. Other national-ities include based around providing accom-modation, Israel, France, the Philippines, China, with several large hotels and resorts; some Samoa and Solomon Islands, but numbers operators also offer guided tours to visit the are very low. A visitors’ book provides local attractions. The tour operators are very insights into visitors’ experiences through supportive of local tourism organisations, brief comments; however, this qualitative providing funding for the MVCB and the material has not been collated. Additionally, local cultural festival. it is unclear as to how people access the MVCB, who they are, and whether they are Madang is also the location of Divine Word part of cruise ships, organised tours or University, with approximately 3000 students independent travellers. at its main campus. Divine Word University teaches both tourism and PNG studies, and A number of cruise ships visit Madang each is an important training provider for tourism year including, on average, three ships per across Papua New Guinea, including the year from the P&O Australia Line, which development of research capacity (Kau has ships that range in size from 1200-2000 2014, N’Drower 2014). passengers. Also visiting are smaller expedi- tion boats, such as Coral Expeditions As all visitor data is collected on a national (Australia) making eight visits per year with level, it is challenging to profile the number ships ranging in size from 70-100 passengers; or type of tourists that travel to Madang. The and Heritage Expeditions (New Zealand) a MVCB collects data on the numbers of 50 passenger ship making two visits per year. tourists who visit their museum but numbers Everett et al. (2018) noted that Madang was a are low. Over the past 11 years, visitation has key location for a potential upgrade of the ranged from a minimum of 47 to a maximum port and further tourism development, of 139 visitors a year (averaging around 88). particularly as a cruise ship destination. Of these tourists, 42% were from

21 Cultural Heritage Opportunities in Madang

There are a range of cultural heritage ciate their local experiences, and provide opportunities available within the Madang excellent background on the importance of region, including both tangible and intang- other cultural heritage sites within the region. ible heritage. This study focused upon The MVCB is a central hub for tourism in attraction sites and opportunities available Madang and provides cultural performances within a short distance of the Madang town or handicraft making displays during cruise centre, due to transport difficulties for ship visits. As the museum contains copies tourists to easily travel further afield. of historical documents and photographs, it also draws visitors of German and Japanese Madang Visitors and Cultural Bureau: descent who are interested in finding out Established in 1981, the MVCB is a more about their ancestors who lived or combined museum and tourism bureau, the visited the region during the colonial and first in Papua New Guinea to bring together war periods. these two functions. The museum itself houses approximately 500 artefacts and Bilbil Village: Bilbil Village is one of the last presents a chronological overview of villages in Papua New Guinea where pottery Madang’s history from indigenous history, making has survived as an important cultural through to the German colonial period, tradition. Traditionally, pots made from followed by Japanese occupation during the Bilbil (and other villages along the Rai coast) Second World War, to independence in were traded from Karkar Island in the north, 1975 and the formation of Madang Province to the Vitiaz Strait in the east, and formed an in 1978. There are also some other important currency for the Bel people. exhibitions depicting local handicrafts and Today, a small group of women from Bilbil artefacts. Apart from tourists, the museum continue the tradition of making pots, and also receives visits from local school groups are the only village to still do so. Tourists and Divine Word University students of can visit the village and buy pots and other Papua New Guinean Studies. Previously, the handicrafts, watch a pottery-making demon- museum had a Theatre Development stration, book to have a village lunch cooked Officer, held theatre performances and in clay pots, or visit the last surviving balangut provided theatre training, but these activities (trading canoe). ceased in 2014. Cultural Shows/Festivals/Singsings: There The incorporation of the museum into the are several cultural festivals held within the visitor bureau is a practical model for Madang area. Like elsewhere in Papua New cultural heritage tourism in the provinces of Guinea, these shows are performances and Papua New Guinea. This combination dances representative of the different provides an efficient ‘one-stop-shop’ for cultures within the local region and further tourists, where they can access information afield (Whitford and Dunn 2014). The main about local tourist attractions while gaining one for Madang itself is the Madang Festival an in-depth understanding of the cultural which has now been renamed the Mabarosa heritage of the local area through the museum. Festival and is traditionally held each year This allows tourists to understand and appre- over the Queen’s Birthday

Figure 10 Madang Visitors and Cultural Bureau (Haus Tumbuna) exterior and interior.

Weekend, the second Monday in June. This Village Visits/Homestays/Handicrafts: is a large festival that attracts dance groups Different villages within the Madang area from the highlands, islands and coastal regions. offer a variety of immersive experiences for tourists. This can include visiting a village for More recently, a smaller festival, the Karkar a traditionally cooked village lunch; watching Island Bilum Festival has begun, focusing on a singsing performance; taking a walk through the production and display of woven bags the village and local bush area with guides (bilums). The Divine Word University also knowledgeable in bush medicine and ecolo- holds a cultural show put on by their gical information; staying overnight in a trad- students. The Madang Festival in particular itional house and participating in local village draws international tourists, with cruise ships activities; and buying locally made handicrafts. often coordinating their schedule to allow their passengers to attend. Festivals and Markets: There are several markets within cultural shows were also highlighted as being Madang town, including a local town market important for domestic tourism, and noted that sells bilums, handicrafts and fruit/ by informants as one of the main drawcards vegetables, and a smaller handicrafts market for domestic travel. These cultural shows situated outside the Madang Resort. Markets also provide avenues for tourists to buy are patronised by both international and handicrafts directly from local producers. domestic tourists, who take the opportunity to buy bilums, galamut (split drums), carvings and paintings.

Figure 11 Handicraft market outside the Madang Resort.

Second World War Heritage: Madang was drawcard to Madang for Japanese, occupied by the Japanese during the Second Australian and New Zealand visitors. World War and there are several sites of interest within Madang town and its vicinity Alexishafen: Alexishafen Catholic Mission that can be visited, including displays at the is to the north of Madang and preserves Cultural Bureau. These include the Coast- evidence from the German colonial period watchers Memorial Beacon, a monument as well as from the Japanese occupation marking those servicemen who stayed during the Second World War. Much of behind during Japanese occupation to the mission itself was destroyed during the report on Japanese movements; a Japanese war, but there are remains of the airstrip Bomber at Alexishafen; and a Japanese built by the Japanese and bombed by the landing craft within the Madang harbour Americans, military equipment including a area. Military heritage diving opportunities Japanese Donryu bomber, as well as a cem- also exist, including a B-25D Mitchell Light etery and memorial to missionaries killed bomber and the USS Boston minesweeper during the war. Tours to this area include boat. Military heritage is an important stories about the military history of the region.

Figure 12 Missionary cemetery at Alexishafen.

Figure 13 Military heritage at Alexishafen.

Cruise Ship Market: The cruise ship market on Madang itself, the IFC 2016 report is the has been highlighted as one of the real first major assessment of the economic potential growth markets for Papua New impact of cruise ship tourism in Papua New Guinea and there appears to be clear Guinea and can be used as a basis for the emphasis from PNGTPA to focus on this understanding the potential of Madang as a area. While no report has been completed cruise ship port.

25 The IFC 2016 report involved interviewing cruise ship passengers on two trips (one with 2020 passengers, the second with 2272 passengers) visiting five different PNG ports (Alotau, Rabaul, Kiriwina, Kitava and Doini Island). The report notes that, on average, passengers spent AUS$76 per passenger per day at a large port like Rabaul, and AUS$47 per day at a smaller port like Alotau (IFC 2016). The amount of money spent reflects spending opportunities, such as the availability of tours and handicrafts, as well as infrastructure available at ports: e.g. the availability of ATMs and foreign currency exchange, and port facilities such as toilets and shelter making it more pleasant for visitors to spend time off the ship (IFC 2016: 11).

Most money was spent on tours, usually pre-booked on the cruise ship. Figures showed that for the day in port, approximately 47% of passengers (between 950-1068 tourists) were on pre-booked tours in Alotau, and 970-1090 pre-booked tours in Rabaul (48% of passengers). This is a significant number of visitors and did not include those who booked tours in port. The IFC 2016 report also noted that the majority of passengers would have spent more on handicrafts/souvenirs if more options were available. Of the total amount of money spent, 43% benefitted local, private beneficiaries, largely the local tour operators and handicraft vendors (IFC 2016: 14).

Madang currently receives very few of the large cruise ships that visit Papua New Guinea. Smaller expeditionary cruise ships do, however, use Madang as a port for various reasons including access to the Sepik River or to the islands region of Papua New Guinea. Madang is unique in having its own expeditionary boat, the Kalibobo Spirit, permanently based at the port as part of the Madang Resort, which also completes tours up the Sepik River or to the islands region.

To summarise, Madang is notable for having a range of cultural heritage tourism opportunities that are relatively easy to access within a short distance of the main centre. Target markets for these attractions could include specialist cultural heritage ‘niche’ tours, independent travellers, and cruise ship visitors. One of the key attractions for cultural heritage tourists is authenticity of experience. As many of the attractions involve ‘lived culture’, tourist cultural experiences integrate with local communities’ own cultural traditions and everyday lifestyle, making the authenticity of experience within the Madang area high.

Community and Stakeholder Views on Cultural Heritage Tourism

This section reports on the discussions held that incorporate traditional knowledge of between the research team and stakeholders plants and animals. People do not always involved in both cultural heritage and recognise that things that are most tourism in Madang and Papua New Guinea, familiar to them are of considerable as well as local communities involved in interest to tourists and thus have econo- tourism activities within the Madang area. mic value for tourists and locals. The key findings are as follows: • Perceived benefits of cultural heritage • The concept of cultural heritage tourism tourism by stakeholders and com- was considered to be an important niche munities included the following: market for Papua New Guinea by all > Sustainability: While the term stakeholders interviewed, noting the sustainability is normally applied to well-advertised cultural diversity of how sustainable a tourism activity is Papua New Guinea. for the environment or for cultural • Local communities interviewed traditions, cultural heritage as a supported community-based tourism business venture also needs to be ventures, as tourism provides important sustainable for the people practicing economic gains for community groups it. One advantage of cultural heritage which could be fed back into the commu- tourism that recurred in interviews nity to support schools, medical needs, was the recognition that many of the and other community activities. activities of interest form part of • Local communities were less aware of people’s normal daily life and these the concept of cultural heritage tourism. activities would go on even if the While all groups incorporated cultural tourists did not come. The advantage heritage to different extents within their of this is that cultural heritage tourism, tourism products, it was important to if designed correctly, can be readily note that the term ‘cultural heritage’ was incorporated by local communities, unfamiliar. This is not surprising con- with very little investment in sidering it is very much a western infrastructure or capital. concept emerging from the heritage > Access to industry: Communities are sector and academic studies. Once more empowered to access cultural communities understood the concept of heritage tourism than other types of cultural heritage they agreed that this is tourism as they are the ones with the an important avenue for future growth. lifestyle and cultural knowledge • The main reason that cultural heritage already in place. This means that tourism seemed unfamiliar as a concept local communities can access the was because it includes activities that tourism industry relatively easily and people generally do as part of their daily benefit directly from the activity. lives, such as handicrafts, making village > Authenticity: Tourists wish to travel lunches, and taking forest or bush walks to experience cultures different to

27 their own but are also very conscious ment skills (through the local Divine of the ‘authenticity’ of the experience. Word University and by employers) As the cultural heritage experiences and engaging the younger generations offered by local commu-nities within in employment opportunities. the Madang area are ‘lived’ experi- > Continuation of culture: As Papua ences, they are naturally authentic. New Guinea modernises and with Capitalising on this market would be more people travelling away from playing to already perceived strengths provinces for work, there are chal- for the Papua New Guinea tourist lenges with ensuring the continuation market that are currently under- of traditions such as handicraft skills. developed. By providing an economic value to > Connections to culture: This is tangible and intangible cultural significant on a number of levels. heritage assets that rely on these skills Sharing culture with international or knowledge, cultural heritage and domestic tourists can result in tourism provides advocacy and in- the sharing of knowledge and incentives for young people to continue creased empathy and understanding learning them, thus ensuring resil- between communities and tourists. ience with traditional knowledge into This can also result in material or the future. financial benefits for communities • All of the communities interviewed and increasing business confidence noted that there was currently a low and self-value as they realise the number of tourists visiting attraction sites importance and value that others in Madang; this was confirmed by other place on their cultural heritage. stakeholders. While large numbers of Creating links between tourists and tourists visited on cruise ship days, these communities also has value for visits were limited throughout the year. promoting Papua New Guinea as a All stakeholders noted a desire to tourist destination as tourists can increase tourism numbers to Madang. challenge stereotypes of security Currently, tourism at best provides a issues and provide word-of-mouth supplementary income to local com- marketing. munities who are largely focused on > Connections to place: Cultural subsistence agriculture with the sale of heritage and identity is often linked cash crops when needed. to a specific place, some experiences • Tourism needs to focus on encouraging can only happen in situ, therefore sustainable domestic markets, encourag- cultural heritage tourism encourages ing urban Papua New Guinea residents tourists to visit villages and more to visit rural areas as well as increasing remote communities. international tourism. Potential domestic > Educational opportunities: the creation tourism attractions include festivals and of cultural heritage tourism builds handicrafts markets. capacity by teaching tourism manage-

• For cultural heritage tourism to be the cultural integrity and heritage values successful, tourist expectations of for this specific type of tourism. For authentic experiences need to be met. example, for those communities with However, for communities to design Second World War heritage, the these experiences successfully, they need National Museum and Art Gallery could assistance with product development, assist with developing narratives that impact management and capacity explain the wider context of the war to building, particularly in the training and enable local communities with education of tour guides. Industry storytelling and guiding. practitioners could be employed to provide this assistance with tourism In summary, communities and stakeholders activities, but cultural heritage bodies both see the benefits of cultural heritage such as the National Museum and Art tourism and have a desire to participate in Gallery of Papua New Guinea or the this type of niche market. However, there National Cultural Commission should are certain challenges to its development also be utilised to assist with maintaining which will be outlined below.

29 Challenges with the Development of Community Based Cultural Heritage Tourism

To further develop cultural heritage tourism and national) in developing tourism projects. for sustainable community development, a Despite assistance being requested, com- number of challenges and constraints need munities generally do not receive support for to be taken into consideration. These issues the funding and implementation of market- were identified from interviews with stake- ing strategies, signage, product development, holders and local communities, as well as capital or financial investment, and training. from the wider literature review conducted All communities covered by this study had a as part of this research. range of ideas for ways in which they could develop their existing products further, Low tourism numbers: Currently, Madang is including improved sign-age, sheltered experiencing very low tourist numbers, community centres for crafts, and guest- which means that attraction sites within local houses or homestays to encourage tourists to communities are unable to realise the stay longer in their villages. potential income from domestic and international tourism. While all supplementary Although communities feel that they are income is beneficial for the communities, often consulted, often no actions materialise, the lack of consistent tourist visits causes low which leads to a loss of morale and initiative morale and a lack of incentive to participate amongst communities. Communities are in tourism. currently registering with the Investment Promotion Authority (IPA) and opening Lack of awareness: There is a general lack of bank accounts, which should allow them to knowledge about tourism as a sustainable apply for grants for assistance, but so far no development option (see also N’Drower grants have been funded. The PNGTPA 2014), but particularly around cultural do have a small to medium tourism credit heritage. One of the perceived difficulties scheme, administered by the National was in translating and explaining the concept Development Bank for the purpose to of cultural heritage to communities. As it is establishing and developing new and existing such an ingrained part of everyday small-scale tourism projects, but these subsistence life, cultural heritage practices appear to be difficult for the communities to are not necessarily seen as valuable for access and not well-known or communicated tourists, even though it is these very to communities. Apart from the PNGTPA authentic practices that cultural heritage scheme, communities were not aware of tourists wish to see. This can possibly be other funding opportunities available to overcome through community outreach them for developing small businesses, the programmes through Divine Word existence of which also needs to be explored University or other organisations such as and promoted to communities. MVCB or NGOs. Each level of government in Papua New Lack of support for community develop- Guinea provides varying degrees of support ment: Communities feel unsupported by for tourism. At the national level, the government at all levels (district, provincial PNGTPA largely focuses upon marketing

and policy development. They are able to cultural heritage products. However, both provide assistance with product development organisations are national bodies based in for local communities, but they need to be Port Moresby with little presence in the made aware of these opportunities by provincial centres. For example, there is no provincial governments or NGOs. The cultural heritage body within the Madang degree of support for tourism from provincial Province, with the exception of the MVCB. governments is therefore crucial in providing Both NMAG and NCC are underfunded in a connection between local communities and their ability to complete work in the the PNGTPA, as well as ensuring national provinces to identify, maintain and preserve tourism policies are implemented. As noted cultural heritage. earlier, the PNGTPA are currently in discussion with Madang to sign an MOU for For cultural heritage tourism potential to be support. Currently, there is limited pro- fully recognised, there is a need to work with vincial government activity for realising the these stakeholders to ensure that cultural potential benefits of tourism in Madang, with heritage is incorporated into a long term no current tourism plan in place, limited sustainable tourism vision for the region, infrastructure development, little financial implemented through a regional plan. support or human resources and few Tourism specialists are not cultural heritage capacity building initiatives allocated to experts and therefore need technical tourism development. assistance from specialist cultural heritage institutions. In places like Madang with rich Government support for cultural heritage: military histories, there is also a danger that a Under the National Museum and Art lack of local understanding of the War Gallery Act 1992, the NMAG is charged Surplus Materials Act 1952 or of the with protecting all cultural sites within Papua significance of the remaining artefacts means New Guinea. It administers both the that inadvertent and irreparable damage to National Cultural Property (Preservation) military heritage sites may be caused Act 1965, as well as the War Surplus (including selling surplus war materials to Materials Act 1952, which covers all Second collectors or as scrap metal). Educational World War material. Any cultural heritage programmes need to be run on the impli- tourism undertaken in Papua New Guinea cations of cultural heritage legislation in that has the potential to threaten or damage Papua New Guinea. cultural heritage will need to be undertaken in consultation with NMAG. Community agency: There appears to be a tension when considering how to implement Concurrently, the National Cultural tourism development projects in Madang. Commission (NCC) is responsible for all This can be viewed as a comparison between intangible heritage within Papua New bottom-up and top-down approaches. Guinea, such as the organisation of festivals Community-based tourism projects need to and singsings. The NMAG and NCC should be a mix of both to succeed, requiring also be seen as valuable resources in bottom-up engagement as communities take themselves, as the repositories of cultural the initiative for project development and heritage knowledge within Papua New are resourced and empowered to take Guinea, and both have the potential to responsibility for the ongoing sustainability provide valuable assistance in developing of community ventures. Communities also

31 need support from a top-down approach 2018; Sumb 2016. While Madang has always which provides funding and capacity been a relatively safe harbour for tourism, building (education and training) in how to tourists have difficulties in disentangling the design sustainable tourism projects, develop provinces from Papua New Guinea as a financial competency and skills in market-ing whole, therefore any poor publicity from and product development. The tension here other regions or from Port Moresby is is determining who is responsible for what. generally applied to the whole country. Both local communities and cultural heritage/tourism stakeholders need to act Governance issues: Community based together for projects to be successful. tourism projects need to consider and resolve governance issues as part of their Long term support/sustainability of projects: development plan for tourism. Where com- There have been a variety of different munity based tourism and other develop- developmental projects conducted in mental projects have failed in the past in Madang (Benson 2012) and elsewhere in Papua New Guinea, some of the reasons PNG that have faced difficulties with long identified include projects not having the term sustainability. For example, MVCB support of all of the community, or not had an ecotourism officer funded by AusAid having involvement from certain sectors of in 2011-2012 to assist with product develop- the community, or conversely, having too ment, as well as creating an online presence many people involved leading to “too many for MVCB, and yet this position does not bosses” (Sakata and Prideaux 2013: 891). appear to have been continued, and there is Power structures and governance issues, as no functioning website or online presence well as claims to customary land ownership, today. Like most short-term aid/develop- also need to be explored to ensure sustain- ment projects any developed gains are likely ability of the project. This includes addressing to be unsustain in the longer term. More how the income earnt by the tourism support for long-term tourism projects is venture is distributed amongst, or benefits, needed that extend beyond the establish- the whole community. ment phase. At the same time, concise and practical reporting mechanisms need to be Marketing: The PNGTPA markets on a established to check on how projects are national basis rather than a provincial basis, developing, along with flexibility to provide which makes it difficult for places like additional assistance when required. Madang to differentiate itself internationally Communities also need to be made aware from other regions of Papua New Guinea. that tourism development is a strategic Conversely, Madang has benefited from the process that needs to be encouraged as a PNGTPA’s strategy of focusing on particular long-term investment. provinces for tourism being part of the Model Province Five Year plan in 2007. These Security and perceptions: One of the diffi- plans now seem to be largely replaced by the culties with increasing cultural heritage Papua New Guinea Tourism Sector tourism (or tourism of any kind) to Madang Development Project, funded by the World is tourist perceptions of security, violence Bank, which now focuses entirely on East and health risks (such as malaria). This is New Britain and Milne Bay. There have not confined to Madang and is symptomatic been critiques of this focused approach of perceptions of Papua New Guinea (Garry which leaves out large portions of Papua

New Guinea (Rayel et al. 2014). At the same taxi systems. Tourists who do access these time, there appears to be little capacity for transport options, however, are still dis- Madang to be able to market itself indepen- advantaged in terms of locating particular dently, except through the efforts of private attraction sites due to a lack of clear directions, tour operators. maps or signage, unless booking a private taxi service. Online marketing/social media: Many tourists these days want to book online or at Communication: As noted previously, local least find information about possible community-based attraction sites lack access attractions to visit. Currently, the MVCB to internet or social media. Communications does not have its own website although it with tourists is therefore limited to relying on does have a Facebook page on which it tour companies or the MVCB, which again reports, very infrequently, on local events. means that communities have little ability to Consequently, Madang relies on the directly negotiate with tourists themselves. PNGTPA website; the PNGTPA website, in turn, relies on information supplied by the Control of product: Local communities ex- provinces and currently reports incorrect pressed difficulties with the ability to control information regarding attraction sites for the access to their own tourism products. As Madang area. communities were inhibited in their ability to market themselves or directly communicate Attraction sites themselves largely lack with tourists, they felt entirely reliant on internet access making direct communi- either the MVCB or external tour providers cation with potential customers or raising to bring tourists to them. Concerns were consumer awareness particularly difficult. raised that this prevented communities Some information is available on third party having full control over their tourism product, websites such as Lonely Planet or Trip such as the ability to charge tourists appro- Advisor but again, these are not directly priate fees for access to the attraction site, controlled either by the attraction sites/ with fees being set by external entities. Again groups or by the MVCB. Social media and community access to social media could be online marketing provide cost-effective advantageous when marketing and com- access to international markets if the power municating directly to visitors. of this technology is harnessed for tourism promotion and information purposes. Diversity of product/sense of place: Local communities expressed the need to have a Access and signage: Tour companies noted diversity of product between different that one of the contributing factors in tourism operations and were conscious deciding which villages or attraction sites to themselves of a need to develop a particular visit is based upon ease of access and strength/niche. For example, if everyone proximity to Madang town, as many tourists sells the same handicrafts, or offers singsing book half day or day tours with multiple, performances, then this increases competition easily accessible attractions. For tourists who between communities. Competition for wish to visit attraction sites independently, tourist visitors may pitch one community access and transport are important issues. against another and does not promote the Many tourists do not rent cars and worry sharing of tourism income. about the safety of the public transport or

33 Associated with this is the belief that tourism for both the host community and the visitor. products may be overly concentrated within Divine Word University, NMAG and NCC Madang town itself, thus not encouraging could play a role here in providing technical tourists to visit the surrounding local com- advice on these matters to communities. munities. For example, if all the handicrafts are sent to Madang markets for sale, then Product development and design/education tourists have less incentive to travel to villages and training: While local communities are to see the handicrafts being made. Similarly, rich in cultural heritage, they need assistance if the resorts offer the same services as the in designing an overall product or packaged communities, such as handicrafts, singsings, experience for tourists. Cultural heritage etc, then there is less reason to encourage differs from other types of tourism in that it visitors into local communities. requires connection and knowledge sharing between the host community and the tourist. Authenticity/Commodification of product: This is different compared to beach or None of the communities interviewed had activity-based tourism, or even natural really considered issues around authenticity heritage based tourism, where places can or commodification of product, although speak for themselves. this is consistently raised in cultural heritage tourism literature. Such lack of interest and One avenue noted by a number of stake- knowledge at a community level is not holders included the need for storytelling surprising considering the academic nature and education within the overall product of these concepts. Whitford and Dunn design. However, local communities may (2014) have noted, however, a level of not be sufficiently experienced in under- commodification creeping into indigenous standing what tourists want as an experience, cultural festivals within Papua New Guinea, and therefore need assistance with deve- where due to a rise in tourism numbers, loping an appropriate product. Examples aspects of the festivals are changing to could include sharing knowledge of myths/ accommodate tourists. legends (if appropriate culturally); explaining handicraft processes; interpreting the meanings For the local communities in Madang, of costumes and dances at singsings; however, tourism visitation was still at very developing cultural narratives of places; low levels and very much embedded within sharing traditional knowledge of plants and everyday life. There does not appear to be a animals on bush walks; and allowing tourists concern about tourism-induced cultural to participate in particular activities, if change or commodification. Communities appropriate, such as craft making or food interviewed elsewhere in Papua New Guinea preparation. If English or access to spoken have noted that cultural change is inevitable languages is an issue, interpretive boards or and due to factors other than tourism, such information brochures in appropriate as Christianity, colonialism and television languages may also be options for this (Sakata and Prideaux 2013). Cultural change transmission of knowledge and it must be is a potential issue to consider if tourism noted that the cultural richness of Papua does increase in the Madang area in the New Guinea’s languages could also be of future. Tourism should be designed to be interest to niche tourists seeking an authentic and sustainable educational tourism experience.

Madang Visitors and Cultural Bureau: The tion networking to NMAG to help with the MVCB is underfunded and under-resourced. provision of specialist advice and training. Currently, the MVCB cannot provide funding to local communities involved in Cruise ships: There is clearly potential for tourism projects. Although it can provide cultural heritage attraction sites and technical assistance, this is limited by its own traditional crafts to benefit from the arrival lack of funds enabling staff to visit commu- of cruise ships in Madang. However, there nities. The MVCB also operates as a local are limitations as to who can participate in museum for Madang. This is an important this market. Tourists on cruise ships will function as it provides important historical largely pre-book tours on-board rather than and anthropological background that con- visit community attraction sites by them- textualises tourists’ visits to other local selves. Those who may wish to travel attractions (for example, archaeological and independently are limited by knowledge of anthropological history regarding Bel trading what tourist attraction sites are available and voyages as a background to visiting Bilbil also how to access them as they are often village; colonial history before visiting difficult to reach without booked transport. Alexishafen; or military history before visit- Traditional craft makers must also travel to ing war sites). However, as a museum, the Madang for cruise ships visits in order MVCB is also underfunded and lacks specia- increase their market exposure. The IFC list technical assistance to adequately conserve report (2016: 21) also notes that Madang collections or develop exhibitions. This needs to reinforce and extend port berths in needs to be addressed financially by the order to be able to enable more regular and provincial government along with collabora- larger ships to visit.

35 Recommendations

Based on the above issues and constraints, checking progress for the community the following areas are considered crucial for and the service suppliers. future development of sustainable cultural heritage tourism options in Madang Province. The Madang Provincial Government needs to prioritise seed funding and long 1. Advocacy and Leadership Training: term funding for local initiatives, alongside resources for tourism officers and One of the key findings was the lack of the MVCB, in order to be able undertake awareness of cultural heritage tourism as development programmes with local an option for local community sustainable communities. To assist the Madang development in Papua New Guinea. Provincial Government/MVCB in pro- This is not just within communities, but viding support to local communities, also among tourism specialists both in relationships need to be established with the public and private sectors, who could the PNGTPA and local tourism providers be important advocates for cultural who have expert knowledge in these fields. heritage tourism. To enable an effective coordination of To increase awareness of cultural heri- programmes, Madang also needs to tage tourism, workshops could be held develop a Tourism Master Plan to guide that involve tourism professionals at a tourism development as whole within the national level (PNGTPA and NMAG/ province, with cultural heritage tourism NCC), provincial level (tourism and included within the plan. Practically, there cultural centres), district level, for local needs to be improved transport infra- community organisations, NGOs, and structure to access tourism sites, along- tour operators. For local communities, it side online information and road signage. is important to include a diverse demo- graphic range of members to ensure 3. Creation of cultural heritage networks: adequate knowledge spread. The creation of synergies between 2. Tourism support for community tourism and cultural heritage institutions development: at various levels is needed to share knowledge and to assist local communities. For communities to participate in The knowledge of how to develop cultural heritage tourism sustainably they cultural heritage tourism is present within need a wide range of support services, Papua New Guinea itself but could be including assistance with addressing facilitated by a ‘whole of government’ governance issues, financial management, approach, as cited by the PNGTPA capital investment, product development Tourism Sector Master Plan 2007-2017. and design, and marketing strategies. As cultural heritage tourism differs from These support services need to be long other types of tourism, there needs to be term (beyond initial establishment) and formal relationships created between have adequate reporting mechanisms for national and provincial government

institutions to provide assistance for have difficulties with English could be cultural heritage tourism enterprises. In provided with guide training, online the Madang context this would include resources, and hard copy pamphlets or the Madang Provincial Government, signage to help tell their stories and share MVCB (Tourism and Museum), the information with visitors. PNGTPA, NMAG, NCC and Divine Word University (PNG Studies and To undertake cultural heritage research, Tourism). however, the Madang Provincial Govern- ment needs to provide the MVCB with To assist in the development and finances and resources to pursue this maintenance of MVCB as a cultural knowledge. The NMAG and NCC should institution and museum, relationships also be involved in these tasks, but they also need to be developed with cultural also need to be provided with further heritage institutions within Papua New resources at a national level to be able to Guinea, including NMAG, Divine Word undertake work with the provinces. University (PNG Studies) and NCC, as these institutions could provide specialist The MVCB should also be supported as advice on curation and conservation of a cultural heritage institution in its own collections, and exhibition design. right with appropriate funding and Networks via social media could prove assistance. Projects could include devel- cost-effective and time-efficient. oping digital/video/interactive exhibits, or incorporating alternative products such 4. Increase research and knowledge of local as oral histories, alongside its material cultural heritage: culture exhibits. With extra funding, the MVCB could become an important Madang has a rich cultural heritage, educational resource, not just for tourists, spanning indigenous, colonial and but also for local communities, schools military spheres. However, records and and university students. There is also information about this cultural heritage potential for the MVCB to partner with are patchy and not well integrated into Divine Word University to conduct tourism offerings. For communities to outreach to schools themselves which use cultural heritage as a tourism asset, would help increase knowledge of cultural they will need assistance to improve heritage and tourism at a primary and research and recording activities. For high school level. example, oral histories could be recorded and transcribed to help create pamphlets 5. Marketing: of traditional knowledge for bush walks. The same could be done for myths/ Marketing community organisations and legends, handicrafts, or traditional attraction sites needs to be considered at singsing performances. a variety of levels to create a cohesive strategy that encourages tourists to visit The recording of this information would not just Papua New Guinea, but Madang be beneficial for the communities them- Province in particular. There needs to be selves but can also be adapted into tourism a coordination of marketing strategies products. For example, communities that and information between the PNGTPA

37 and MVCB to ensure accurate national level information. In Madang, there needs to be creation of online marketing strategies for the MVCB, including website and online social media such as Facebook and TripAdvisor, as well as the creation of online marketing strategies for local community tourism projects.

There is potential to explore international marketing opportunities for local community tourism projects. For example, pottery making at Bilbil Village could potentially qualify for UNESCO’s List of Intangible Cultural Heritage, increasing the visibility of the pottery products. At the same time, there needs to be increases in the physical visibility of tourism attraction sites, including road signage.

Concluding Remarks

While there is clearly a desire for Papua security issues may be localised to particular New Guinea to increase its offerings in the areas or regions, visitors are often unac- niche market of cultural heritage tourism, quainted with the geographical and cultural awareness of this demand has not yet diversity of Papua New Guinea and there- trickled down to the local community level. fore the entire country becomes associated When the concept of cultural heritage with the same problems. Cultural heritage tourism was raised with communities tourism, enabling tourists to actively interact however, there was strong support for this with local communities may be one of the type of tourism, particularly as a sustainable answers to challenging this perception as it development opportunity. However, encourages tourists to dispel misconceptions participation in cultural heritage tourism for by meeting and engaging meaningfully with communities requires robust assistance from local people. government bodies at national and provincial level, as well as private tourism providers. Papua New Guinea has a rich tangible and This support needs to be long term and intangible cultural heritage, and Madang holistic, including product development, provides an ideal place for visitors to engage education/training, capacity building and with this in a relatively safe and secure marketing. Successful cultural heritage environment. Alongside natural attractions, tourism sites need to not only be sustainable it has considerable cultural diversity, colonial for culture and environment, but also for the heritage and military histories encapsulated communities as viable economic ventures. in a small place, therefore presenting a diverse array of experiences for tourists. There is real potential for Papua New While tourism development is not without Guinea to develop this market, particularly its problems in Madang, particularly due to as it already has a reputation for cultural current low tourism numbers, the heritage globally. However, Papua New development of cultural tourism Guinea also faces considerable challenges, opportunities, if designed and promoted with negative perceptions of stability and well, could become an important growth security being significant factors inhibiting its market for the Madang tourism industry. attraction for visitors. Although some

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