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Ths pucton s sed on the coopeton poect Tousm

Mnement t Wod Hete Stes of Potuuese On

and Inuence that has been implemented in partnership byTusmo de Potu nd UNESCOs Wod Hete Cente.

TOUr-WHPO PrOjECTPUbliCaTiON

PrOjECT ParTNErSHiP


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Edited byMargarida Alada, Katri Lisitzin, and Kerstin Manz

Tuismo e Potul / UNESCO, Jnu 2013

an onne eson of ths pucton cn e found t:

http://www.tou-whpo.o

Desn: atee Nunes e P - Potu

Ti Pt W Hit CtRua Ivone Silva, Lote 6 7, Place de Fontenoy1050-124 lso 75352 Ps 07 SP

Potu Fnce


EDiTiON


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Dscme

The uthos e esponse fo the choce nd pesentton

of the fcts contned n ths pucton nd fo the opnons

expressed therein, which are not necessarily those of Turismode Potu o UNESCO nd do not commt the onztons.

The designation employed and the presentation of materialthroughout this publication do not imply the expression ofany opinion whatsoever on the part of UNESCO concerningthe legal status of any country, territory, city or area or of itsuthotes, o concenn the demtton of ts fontes o

oundes.


DiSClaiMEr


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PrefaCeforeWordaCkNOWlEDgEMENTS

abbrEviaTiONS

InTroduCTIon To THe ProjeCT ConTexT1. Wol Heite n Sustinble Touism the mewok

2. Wol Heite o Potuuese Oiin the netwokin

inititive

3. Intouction to the Poject Expeiences

. bef Pesentton of the Poect Pot Stes

. bef Descptons of the Ptcptn Wod Hete Stes

of Portuguese Origin and Inuence

TourIsm aT World HerITage sITes of PorTugueseorIgIn and InfluenCe seleCTed aPProaCHes andexPerIenCes1. Mnement n Monitoin

. Settn the scene: the concept of Outstndn Unes

vue

. Deeopn n nteted mnement ppochc. Stehode noement

d. Monton

2. INTErPrETaTION

. Fom ntepetton to stoes

. Won wth n ntepete fmewo

c. intepetn the Wod Hete ue tnsmttn the

key messages3. IdENTIfyINg TOUrISTIC aTTraCTIONS

. lstn nd Mppn

. Cetn Tousm Poducts

managIng TourIsm aT World HerITage of PorTugueseorIgIn lessons learned andfuTure sTePs1. Some Lessons Lene

2. futue Steps

glossaryBIBlIograPHyannexes

A.

B.

C.

TaBle of ConTenTs


TablE OF CONTENTS


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PrEFaCE


PrEFaCE

The oechn o of the World Heritage Convention s the potecton of cutu

nd ntu popetes of Outstndn Unes vue (OUv). These popetes ealso some of the most well-known tourist destinations in the world. They representthe natural and cultural assets needed for a rapidly expanding tourism industry.In fact with millions of tourists visiting World Heritage sites each year, tourism hasbecome an important cross-cutting issue and a management concern at manyWod Hete stes.

If undertaken responsibly, tourism at World Heritage sites can be a vehicle for thepeseton nd conseton of cutu nd ntu hete nd mo de

fo sustne deeopment.

Pesen the ues nd spt of the pce whe so podn soco-economc

well-being and quality of life to its communities represents both an opportunityand a challenge to these World Heritage properties. It oers the opportunity forenhnced coopeton nd doue monst stehodes fom the puc nd

pte sectos, cutu nsttutons nd tousm ndustes to ette mne

tousm. The chene s tht n some nstnces the fu potent ue of the

tourism is not being realized by local communities and the sites themselves, andunplanned or mismanaged tourism is having a negative eect.

Tusmo de Potu nd the UNESCO Wod Hete Cente he sen to ths

challenge to develop a project that features ecient heritage-sensitive approaches

to visitor management at sites of Portuguese origin and inuence.

The ont poect hs demonstted the mpotnce of od stehode

enement n pnnn nd mnn tousm cttes tht tes destnton

perspective. By stakeholders joining forces, World Heritage sites can achieve andded ue fo hete conseton nd oc deeopment. The poect hs so

demonstted tht nown the stenths nd pesentn the ssets of ech ste

reinforces the sites position in an economy where tourism is increasingly functioningas a creative industry with high-quality visitor experiences. This approach was alsoshown to make a dierence when it comes to developing and marketing heritagestes s sustne toustc destnton.

Furthermore, by addressing the World Heritage sites needs and oering capacity-udn oppotuntes, ths ntte coesponds to the oe os of the UNESCO

Wod Hete Centes Wod Hete nd Sustne Tousm Pomme

adopted by the World Heritage Committee in 2012.

i theefoe thn Tusmo de Potu nd the repuc of Potu fo the

commtment nd suppot to the sfeudn nd sustne deeopment of

Wod Hete thouh sustne tousm mnement.

Kishoe roDecto of the UNESCO Wod Hete Cente


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PrEFaCETusmo de Potu s the cent onzton fo pomotn Potu s te

destination. We aim to communicate the beauty, diversity and vibrancy of thecountry to people in Portugal and abroad. Our activities include the developmentof marketing strategies based on specic themes and events and also bringingtogether and optimizing the diverse activities of partners in the travel industry.

In this capacity, Turismo de Portugal assists destinations development that sustainsor enhances the geographical character of the places, dening and assessingpoces, s we s podn nfomton nd pomotn tnn to suppot nd

qualify tourism activities. Our business goals are to increase the volume of touristtrac and strengthen Portugals prole as a business location and position thecountry as a diverse and attractive travel destination.

Cultural tourings one of the 10 poducts to e deeoped nd consodted, s s

emphasized by our National Strategic Plan for Tourism. There is clearly a demandfor heritage-based tourism. Culture is an increasingly important element of thetousm poducts, whch cetes dstncteness n cowded o metpce.

We believe that, with the tourism economy estimated to grow over the nextyears, investing in our heritage makes sense now more than ever. Heritage as thecete epesson of ou eons tht cn oost the ttcteness hs ecome

an integral part of our future as a pillar for the tourism industry, for the regional

entrepreneurship and the nations economy.

Wth one of the odest fontes of Euope nd ts tme of Dscoees, Potus

history has left lasting traces in a rich and diversied heritage. Portugal is home to14 World Heritage sites, some of the greatest legacies of humankind recognized byUNESCO and additional 26 World Heritage sites with Portuguese origin or inuencecn e found oe fou contnents.

Wod Hete stes e, pe eceence, the hhhts of ntons cutu

expression and the main focus for an ever growing cultural tourism. They aremajor travel generators and marketing icons for the tourism industry and the wayto ttct stos to the eons dese hete. Whe esouce constnts

may limit our ability to operate at heritage property level, tourism can be a crucialsource of income for their conservation and long term preservation. Key in this willbe to create good quality experiences for visitors at World Heritage destinations,whch e sed on poducts nd seces tht ene ette undestndn nd

ppecton of the outstndn unes ues nd the cutu contet.

Yet, deeopn Wod Hetes stes nto toust destntons s on nd coecte

procedure in order to qualify the global experience for visitors and promoteheritage destinations in an increasingly competitive market. Skills are required to

provide a high level tourism destination and innovative products are necessary tosucceed in a highly competitive market. In order to guarantee the sustainability at


PrEFaCE


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these destinations, managers have to nd solutions that will preserve and enhance

the unque ues of the stes whe nn ttcteness to the pces s we sgreater prosperity to the communities concerned.

On ths ssumpton, Tusmo de Potu ptneed wth the UNESCO Wod

Heritage Centre for a capacity building project with the aim to qualify PortugueseWorld Heritage sites and sites of Portuguese origin or inuence as tourismdestinations by strengthening capacities to use heritage values as a resource for acete pocess of sustne tousm deeopment.

Wth ths poect Tourism Management at World Heritage Sites of Portuguese Origin

(Tou-WHPO) we see to contute to new pdm, empowen the WHPO Net,

shn common chenes nd ood pctces mon pofessons nd cetn

a synergetic process of promotion of the best testimonies that in conjunction buildour identity and provide a strong basis for our sustainable future - one that caresfo the we-en of oc communtes nd the usness owth ooted on the

uniqueness of their traditions and cultures and on their long-term diversity.

Following the valuable results already shown, it would be desirable that thisexperience would be shared and utilized by an ever growing number of heritagesites creating networking opportunities for capacity building and collaboration

oth to those stes on the nton Tentte lsts n ode to e ette pepedfo the oppotuntes nd chenes potent econton mht n, nd to

othe hete ssets whch e mpotnt compements of the Wod Hete

properties, as they are part of the soul of the place and contribute to build richertravel experiences. By building great destinations we are also building great placesto e.

feeico Cost

Pesdent of Tusmo de Potu


PrEFaCE


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FOrEWOrDTourism demand worldwide is increasing and diversifying, especially at cultural

destntons, nd Wod Hete ste mnes he to ddess the od neof mpcts s esut fom mnn stton to competn fo the stos

ttenton nd fo economc nestment s toustc destnton. Epeence t

the ste ee, howee, contnues to ee tht the mutu undestndn of nd

dialogue between the tourism world and the heritage world remains a majorobstacle in the process of nding solutions and addressing such challenges. Yet,if managers are not adequately prepared to address these issues, the result canbe tourism that is socially, culturally and economically disruptive, and have adevastating eect on fragile environments, cultural fabric and local communities.

The stakes are thus high yet so are the goals: Protecting World Heritage sites andtheir Outstanding Universal Value while ensuring that tourism delivers benets forthe conseton of the popetes, sustne deeopment fo oc communtes,

as well as provides a quality experience for visitors. This will require skills to planand implement ecient actions that reconcile heritage preservation and economicbenets and help mitigate visitation pressures. Daily management of heritagesites around the world illustrates that it is not easy for site management to liveup to these hh epecttons nd tht thee s contnuous need fo dequte

esouces, tnn nd s deeopment.

Such skills can be acquired through professional capacity-building programmes.but enn cn so e eceed thouh the echne of epeences nd ood

pctces mon Wod Hete stes. Ths concton hs een t the coe of thepoect Tousm Mnement t Wod Hete Stes of Potuuese On nd

Inuence (Tour-WHPO).

budn upon the Netwo of Wod Hete Stes of Potuuese On nd

Inuence (WHPO), founded in 2010 (see also Chapter A.2), and valorizing thempotnce nd suppot tht Tusmo de Potu es to tousm mnement

t Wod Hete stes, ths poect hs med to the mnes nd othe

stehodes fom Wod Hete stes n Potu nd fom Wod Hete stes

with heritage of Portuguese inuence to exchange and learn about concrete stepsin sustainably planning visitation at their sites. The format of interactive workshopsws consdeed to e the most conduce fmewo fo enn, questonn nd

openly discussing the issues at stake.

Portugal hosted two project workshops at their World Heritage sites the Monasteryof the Hieronymites in Lisbon, and the Historic Centre of vora and thereby alsoallowed all participants to see World Heritage from a meta-touristic perspective epeencn the stes whe dscussn spects of the pesentton, stton

nd toustc nfstuctue.


FOrEWOrD


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Such dual eect is also hoped to be the longer-term outcome for the projectparticipants: Not only to have experimented specic approaches to tourismpnnn t Wod Hete stes, ut so to he enfoced the enn esut

through the personal experience of identifying layers of shared history and heritagebeyond geographical borders as members of the WHPO network.

We are condent that the participating sites and all sites involved in the existingNetwork of World Heritage of Portuguese Origin and Inuence (WHPO), whilebeneting from this project initiative, will also serve as platforms for disseminatingood pctces nd essons ened to Wod Hete nd othe cutu hete

destntons.

Mi al Kestin Mnz

Tusmo de Potu UNESCO Wod Hete Cente


FOrEWOrD


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This project has only been made possible by a large number of dedicated individualswho he suppoted the poect thouhout ts pepton nd mpementton.

We theefoe wsh to thn n ptcu:

National Museums of Kenya: Mr Idle Omar Farah and his team at Fort Jesus,M M adh, Ms Sdu Hshm rshd nd M go rshd ad

(Moms)

City of vora: Mr Jos Ernesto de Oliveira (Mayor) and Ms Claudia Sousa Pereira(Vereadora), Mr Nuno Domingos and his planning team (vora)

Fundao do Vale do Ca: Mr Fernando Real and Mr Antonio BatardaFenndes

Monastery of the Hieronymites and Tower of Belm: Ms Isabel Cruz de Almeidand he tem

National Commission of Portugal for UNESCO: Ambassador Fernando Andresengumes, Ms Mnue ghdo nd Ms C C

ICOMOS Portugal: Ms Ana Paula Amendoeira ICCROM: Gamini Wijesuriya and Joseph King African World Heritage Fund: Mr Jacob Nyangila and Ms Inge Herbert TUI Travel Portugal: Ms Jasmin Lotter

TOI Secretariat: Ms Cristina Civili

Turismo de Portugal: Ms Teresa Ferreira, Ms Maria Jos Coelho, Mr AlbertoMques

World Heritage Centre: Mr Peter DeBrine, Ms Petya Totcharova, Ms Lise Sellem,Ms id Fedec Puese nd M Cos Edudo Seno vzquez, M lze

Eloundou and Ms Jana Weydt Mr Jon Kohl, UNESCO consultant and workshop facilitator Mr Arthur D. Pedersen, former UNESCO tourism specialist

We nally like to thank all participants, who were the protagonists of the twopoect woshops, fo the enthussm, pofesson commtment nd ue

contutons.


aCkNOWlEDgEMENTS

aCknoWledgemenTs


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dmoICCrom

IComosIuCnngonmkouV

PaVC

PsmlPuPros

ToToI

T-WHPo

TPTuI

unesCo

unWToWHC

WHPoWHsT

Destnton Mnement OnztonInternational Centre for the Study of the Preservation andRestoration of Cultural Propertyintenton Counc on Monuments nd Stes

intenton Unon fo the Conseton of Ntue

Non-goenment Onzton

National Museums of KenyaOutstndn Unes vue

Parque Arqueologico do Vale do Ca(Ca Valley Archaeological Park)Parques de SintraMonte da Lua (public company)Puc Use Pnnn

Recreational Opportunity SpectrumTou-Opeto

Tou Opetos intte

Tousm Mnement t Wod Hete Stes of Potuuese

Origin and InuenceTusmo de Potu

Toust Unon intenton

United Nations Educational, Scientic and CulturalOnzton

Unted Ntons Wod Tousm OnztonWod Hete Cente

World Heritage Sites of Portuguese Origin and InuenceWod Hete nd Sustne Tousm Pomme


abbrEviaTiONS

aBBreVIaTIons


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a. iNTrODUCTiON TO THE PrOjECT CONTExT 13

THE WOrLd HErITagE aNd SUSTaINaBLE TOUrISMPrOgraMME the mewok

iNTrODUCTiON TO THE PrOjECTCONTExT

a.

a.1

Fo moe thn decde, the WHC hs een ened n suppotn WH stes

in their tourism planning and visitor management eorts at the request of theWod Hete Commttee. in 2012, the Commttee enewed ts equest to the

WHC by adopting the (new) World Heritage and Sustainable Tourism Programmeof the Wod Hete Cente (see anne 3). The Pomme s desned to see

s n ntenton fmewo fo the coopete nd coodnted cheement

of shed nd sustne outcomes eted to tousm t Wod Hete

popetes. To chee ts oectes, the Pomme tes sttec ppoch

in its implementation by working in partnership with the key stakeholders:nton uthotes, ste mnes, the tousm secto, destnton mnement

onztons s we s oc communtes.

Th ccpt: titi ppch - a Wod Hete destnton s eophc spce n whch the ente tousm epeence tes pce. Fo Wod

Heritage destinations this encompasses the World Heritage property itself and the

suoundn e.

As World Heritage properties are primary drivers of tourism, to realise their fullvalue requires a broader destination approach that reects local conditions andneeds. Ecient collaborative partnerships involving key stakeholders are neededto enhance a destinations sustainability. The Programme therefore includes waysof udn destntons n deeopn n tune wth the peseton of hete

ues (n ptcu the Outstndn Unes vue, OUv), own to enhnce

hete ues oth wthn nd outsde the potected popetes nd ensun

tht the tousm deeopment does not compomse the ue nd potent

contuton of Wod Hete to sustne deeopment n the on tem.

Priority support is provided to the development and implementation of tourismdeeopment pns tht consde the destnton s whoe ncudn the hete

values that exist outside the World Heritage property. Key in this will be to creategood quality experiences for visitors at World Heritage destinations which are basedon sustne tousm poducts nd seces tht ene ette undestndn nd

ppecton of Wod Hete ues (OUv) nd conseton of the tne nd

intangible heritage at the destination. It is essential that any destination planningbe preceded by an assessment of the capacity of the World Heritage property intems of the nume nd nds of stos t cn ecee, s we s n tems of the

eted nfstuctue t cn ccommodte.


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Objective A: Integrate sustainable tourism principles into the mechanisms of the World

Heritage Convention.

Objective B: Strengthen the enabling environment by advocating policies, strategies,

frameworks and tools that support sustainable tourism as an important vehicle for

protecting and managing cultural and natural heritage of Outstanding Universal Value.

Objective C: Promote broad stakeholder engagement in the planning, development and

management of sustainable tourism that follows a destination approach to heritage

conservation and focuses on empowering local communities.Objective D: Provide World Heritage stakeholders with the capacity and the tools to manage

tourism eciently, responsibly and sustainably based on the local context and needs.

Objective E: Promote quality tourism products and services that encourage responsible

behaviour among all stakeholders and foster an understanding and appreciation of the

concept of Outstanding Universal Value and protection of World Heritage.

These complex and ambitious objectives can only be achieved by creating synergiesand adding value to existing initiatives so as to potentiate the existing regulatorymechnsms ned to the World Heritage Convention s we s the Wod Hete

Cente estn ptneshps wth puc nd pte enttes nd the especte

policy-guiding and decision-making instruments.

The new World Heritage and Sustainable Tourism Programme thereby aims tocontribute to a new paradigm that is guided by the World Heritage Convention ndtht pomotes tousm s ehce fo ensun the conseton, pesentton nd

tnsmsson of Wod Hete popetes wth the utmte o en sustne

deeopment. amon othes, ths eques n open doue wth the tousm secto

oth the pte usnesses nd the oenment dmnstton concened nd

a clear focus on local community development.

at the oc ee s teted n the contet of ths Tou-WHPO poect the

Programme concretely seeks to (a) promote broad stakeholder engagement inthe pnnn, deeopment nd mnement of sustne tousm tht foows

destnton ppoch to hete conseton nd focuses on empowen oc

communities, (b) provide World Heritage stakeholders with the capacity and thetools to manage tourism eciently, responsibly and sustainably based on thelocal context and needs, and (c) promote quality tourism products and servicestht encoue esponse ehou mon stehodes nd foste n

undestndn nd ppecton of the concept of Outstndn Unes vue

nd potecton of Wod Hete.

Since it is understood that capacity-building is the key instrument to achievethe oe-mentoned oectes t the oc ee, the Tou-WHPO poect hs

sought to contribute its part to identifying needs at the site level, supporting anechne ptfom, nd nfomn out toos nd ppoches sustne tousmmnement.

THe World HerITage and susTaInaBle TourIsm oBjeCTIVes


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WOrLd HErITagE Of POrTUgUESE OrIgIN aNd INfLUENCE the netwok inititive

a.2

The de of fosten coopeton mon Potuuese Wod Hete stes nd Wod

Heritage sites that have experienced Portuguese inuences over time emergedbased on a joint initiative by the University of Coimbra (Portugal), ICOMOS Portugalnd Potuuese nton uthotes eted to Cutue, n ptcu the Nton

Commission of Portugal for UNESCO and IGESPAR. In 2006, a rst internationalmeeting of this initiative, called World Heritage of Portuguese Origin and Inuence(abbreviated as WHPO), was hosted by the University of Coimbra.

Deliberately of academic and scientic nature, the initiative prompted a pioneeringprocess in the history of Portuguese cultural cooperation. The originality of thisinitiative lies on the fact that, for the rst time, eorts have been made to joinWorld Heritage properties with cultural heritage of Portuguese inuence to discusseective methods of cooperation related to the conservation and management ofWod Hete popetes nd of those stes on the ptcptn Sttes Ptes

Tentte lsts.

The broad participation and positive feedback at the rst meeting reected thenteest of ths coopeton ntte nd ed to the fom ceton of the so-ced

WHPO Netwo dun the second ntenton meetn n 2010, whee so othe

ptne nsttutons such s Tusmo de Potu oned.

The World Heritage Sites of Portuguese Origin and Inuence Network was created inthe spirit of exchange and mutual support, which is well reected in the Declarationof Com of 2010 tht so set out the mn os of ths ntte.

Ana Paula Amendoeira

[]

We know about the conictual dimension of the history that we share and the heritage that

we want to know, to conserve, to use and to live. We know, like the poet Fernando Pessoa

told us, that the civilization consists of giving something a name that is not appropriate,

and then to dream about the result. And, in fact, the false name and the true dream create

a new reality. The object really becomes another, because we turn it into another. We

manufacture realities.

exTraCT of THe DeClArAtion of CoimBrA

fIgure 1

The oo of the Wod Hete of Potuuese On Netwo

ws ceted n the couse of deeopn the ont ntte snce 2006.

Unesdde de Com (Potu)


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The sea was yesterday what the heritage can be today, all we have to do is to defeat

someAdamastores (Mia Couto), no longer the ones from the writer Lus de Cames,

but the ones from the obstacles created throughout history, in these vast and dierent

territories, so complex and so common, and whose consequences led in part to our

unequal world. We want to beat them with knowledge and culture. To know, to research,to study more and more and in network, and to cooperate, putting at everyones disposal

all we were able to obtain in order to manage, safeguard and protect our amazing, and

sometimes brilliant shared heritage and everything that we will build for a culture of

quality and hope in our territories, from the values of freedom, peace and knowledge:

no people is grand for having only luxuries to tell, but for the freedoms that it was

able to live and for the love that it has to give. This teaching by the writer from Timor,

Fernando Silvan, shows us how the youngest country in the world, Timor Loro Sae, can

teach us lessons on fundamental values.

We also and always acknowledge the importance and the presentness of the historical

and visionary words by great leaders of the African continent, such as Lopold

Senghor, who have never given up stating that culture is the beginning and the end

of development and they are a pillar for the future of this Network project, whose

formation the University of Coimbra is honoured to welcome today in its founding act.

PHoTo 1

The second intenton

Confeence on Wod

Hete of Potuuese

Origin and Inuencews hed n Com n

Octoe 2010, hosted

by the University ofCom, nd theed

ptcpnts fom

fou contnents. it

also provided the rstoccson to pesent the

de of nd pepton

towds ths ont

Tou-WHPO poect.

University of Coimbra

amon the eecses tht wee ced out wthn the fmewo of ths Tou-WHPO

poect, one med t estshn n ntepete fmewo tht coud see s

common denomnto of the WHPO Netwo.

During the rst workshop, the shared history of exchanges and common features ofthe sites served as a baseline for group work on identifying major events, productsnd pesontes ned to ech Wod Hete stes poston n the WHPO Netwo

and its relation to Portuguese inuence. Participants elaborated on the theme of

the ntecton of nd wth the Potuuese peope oe centues nd the echnet hs ouht out n tems of tne nd ntne hete.


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By drawing attention to the importance of exchange and the values of mutuallyshared heritage in the territories, another layer of each WH sites history wasintended to be revealed and thereby added to the messages and interpretationof each site. While the tangible inuence of Portuguese culture in World Heritage

stes outsde of Potu s often efeed to when descn the stes ues,World Heritage sites in Portugal do not necessarily relate their history to thelinkages with other territories or continents. Beyond the well-known history ofthe discoverers, the lesser known stories of inuences experienced by Portugalthrough the imported goods, habits and know-how are yet to be elaborated inmoe det. Ths theme w so ow mn concete connecton to ntne

hete ues, ncudn food poduce.

PHoTo 2

Foown ont

nstomn on the

shared history of WHPOstes, the ptcpnts

elaborated on specicspects tht te fed

into the rst draft of theintepete Fmewo;

Monastery of theHieronymites, Lisbon(Potu). jon koh

The Project is a tool to spread the cultural diversity of dierent countries of the world.

And at once a tribute to the Portuguese who brought their culture to those areas. Is

a permanent dialogue in time and space. It is a way to get together the Portuguese

culture that had been spread across all continents since the beginning of the voyages

of discovery.

Statement by Nelsys Fusco-Zambetogliris, Colonia de Sacramento (Uruguay)


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INTrOdUCTION TO THE PrOJECT EXPErIENCESa.3

PHoTo 3

The rst Tour-WHPOwoshop ws hed

in the Monastery ofthe Hieronymites inlson nd theed 26

epesenttes fom

Wod Hete stes n

Potu nd fom Wod

Hete stes wth

Portuguese inuence aswe s epesenttes

of ptne nsttutons,

ncudn igESPar nd

iCOMOS Potu.

jon koh

Managing tourism at a World Heritage site on a day-to-day basis is not always

straightforward. Striking the right balance between quality of life of the inhabitantsand quality experience of the visitors, while ensuring above all that the heritageues e en mntned, cn e chene.

Keeping in mind the wide spectrum of World Heritage sites, it can be dicult toprovide specic guidance on tourism planning. Each World Heritage propertyis unique in its character, in the kind of attractions it oers and in its specicmanagement challenges. Even the visitors are dierent.

As a rst step, it is important to understand that visitation requirements and tourismstrategies need to be an integral part of the overall management cycle of a World

Heritage site. This not only ensures the compatibility of conservation objectivesand tourism development goals but also creates synergies between these two andenhances the potential of their respective benets for the local communities.

To ddess some of the chenes, ths poect ut upon estn esouce

materials for World Heritage and public use planning, and, by doing so, also aimedat testing the eectiveness of these resource materials for a broad typology ofWorld Heritage sites, particularly those located in an urban context.

Key reference documents including the Practical Manual for World Heritage Site

Managers on Managing Tourism at World Heritage Sites, published by UNESCOn 2002 n the sees of the Wod Hete Ppes, s we s esouce mnus


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published by the Advisory Bodies, such as the UNESCO-IUCN Resource Manual onMnn Ntu Wod Hete Popetes, uded the two poect woshops

hed n Potu.

Particular attention was given to the Public Use Planning Manual by Jon Kohl.Public use planning is one of several ways of conceiving participatory planning andmnement. The concept hs emeed fom epeences t ntu potected

areas and has been updated over the recent years of its application at selectedWod Hete stes nd othe potected es ound the wod. Tn od

ppoch to tousm ste pnnn whe so podn hnds-on eecses, the

mnu ntoduced the ptcpnts to technques fo fcttn meetns nd

engaging stakeholders, creating an interpretive framework, identifying the sitesattractions and mapping their potential to provide quality experiences for visitors,and eventually dening touristic products.

PuBlIC use PlannIng In THe World HerITage ConTexT

Public use planning is understood as a participatory planning approach for any

touristic, educational, interpretive, recreational, and investigative uses by visitors

who participate in activities that do not extract (except for sport and research)

or introduce resources into a natural or cultural heritage area at site level. (PUP

Manual)

Over the last years, this approach proposed by the Public Use Planning Manual hadbeen applied and experimented in a number of World Heritage properties around

the world. While rst experiences were gathered in natural World Heritage sites, more

recent planning work was also carried out at cultural World Heritage sites, such as

Hoi-An in Vietnam (see article in WH Review 58). Its goal is to serve as a training-of-the-

trainers guidance. The manuals structure by separate training modules was considered

an adequate guidance to familiarize the project participants with key aspects of

participatory tourism planning in a step-wise fashion.

ProjeCT meTHodology

The poect ws stuctued n two dstnct cttes: Two tnn woshops

were held in Portugal. The rst workshop in December 2011 (Monastery ofthe Hieronymites, Lisbon) and the second in April 2012 (vora) allowed broadparticipation by representatives from WHPO sites (see List of ParticipatingWHPO Stes n Chpte a.3.. nd lst of Woshop Ptcpnts n anne 2). The

ptcpnts fom afc, as, Euope nd ltn amec contuted the ews

nd epeences whe enn out nd testn:

how to facilitate stakeholder involvement,

how to develop their sites messages for dierent types of audiences, what can be an attraction at their sites, and what kind of experiences their sites could oer to visitors.


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Following the rst introductory workshop, additional eld work was carried out atthree World Heritage sites the Historic Centre of vora (Portugal), the Portuguesecomponent of the Prehistoric Rock Art Sites of Ca Valley and Siega Verde (Portugal/Spain) and Fort Jesus, Mombasa (Kenya). This revealed the need to engage in more

in-depth testing of the public use planning approach at dierent types of sitesnd ed to concete steps ten n the pnnn pocess t the nddu stes.

Throughout this process, the participating sites were oered assistance andguidance by the project consultant and the author of the planning manual.

PHoTo 4

The second Tou-WHPO

woshop theed

25 ptcpnts fom

nne countes coss

fou contnents s we

s epesenttesfom nton nd

ntenton puc

nd pte enttes. it

was hosted by the Cityof vora, and therebyundened the oc

uthotes suppot of

the poect cttes.

Tusmo de Potu,

Margarida Alada

aBouT THIs PuBlICaTIon

This publication provides snapshots of the various practical approaches andepeences tht wee found to e most mpotnt fo the Wod Hete stes

wthn the Tou-WHPO poect s hete toust destntons.

The o hs een to showcse the cheements nd ch epeences of ech of

the ptcptn Wod Hete stes.

We further sought to situate the experiences and ndings in the larger framework ofUNESCO Wod Hete nd Sustne Tousm Pomme nd Wod Hete

Capacity Building Strategy and to give inspiration to expand on this work in thecontext of becoming good practice examples and contributing to the current bodyof nowede on sustne tousm mnement t hete stes. Epeence

has shown that some concepts and techniques are not easily adaptable to anycultural and institutional context but can be valuable in complementing policy

udenes nd pnnn eutons.


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The following central part of this publication rst gives an overview of managementnd monton ssues tht shoud e consdeed when pnnn tousm n nd

around a World Heritage property, placing the approach of public use planningn the fmewo of Wod Hete nd ts coe pncpes nd efen to the

key documents and other tourism-related resources. It also situates the projectepeences t the ste ee wthn the Wod Hete contet.

In a next step the sites project activities in interpretation, identication of attractionsnd deeopment of toustc poducts e en pesented, ech ccodn to

thee steps: the Wod Hete contet, the Puc Use Pnnn ppoch nd

seected epeences fom Cse Studes.


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Bie Pesenttions o the Poject Pilot Sitesa.3..

as epned oe, thee of the ptcptn Wod Hete popetes decded

to apply the tourism planning approach at the site-level. Each of these pilot sitesrepresents a dierent type of site and thereby ensured a diversied basis for thetestn of the ppoch. The epeences of the foown Wod Hete popetes

therefore form the core of the body of case studies.

forT jesus, momBasa (kenya)The Fort, built by the Portuguese in 1593-1596 to the designs of Giovanni BattistaCt to potect the pot of Moms, s one of the most outstndn nd we

preserved examples of 16th Portuguese military fortication and a landmark inthe history of this type of construction. The Forts layout and form reected theRenaissance ideal that perfect proportions and geometric harmony are to be foundin the human body. The property covers an area of 2.36 hectares and includes thefots mot nd mmedte suoundns.

Fot jesus, Moms, ws nsced on the Wod Hete lst n 2011 nd s thus

young member of the World Heritage family with a recent experience in preparinga comprehensive nomination dossier and complying with the requirement of aWorld Heritage management plan. Along with its inscription, the property has aSttement of Outstndn Unes vue n pce tht foms the sene fo ts

mnement.

This property is a single monument and is managed by the local branch of the

national public institution of National Museums of Kenya (NMK).

PHoTo 5

The Wod Hete

property of Fort Jesus,Mombasa (Kenya)nsced s sne

monument n 2011.

UNESCO/Lucia Iglesias


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HIsTorIC CenTre of Vora (PorTugal)

This museum-city, whose roots go back to Roman times, reached its golden agein the 15th century, when it became the residence of the Portuguese kings. Its

unique quality stems from the whitewashed houses decorated with azulejos andwrought-iron balconies dating from the 16th to the 18th century. Its monumentshad a profound inuence on Portuguese architecture in Brazil.

The Historic Centre of Evora was inscribed in 1986 and has since then accumulatedsustnt epeence wth mnn the cente s Wod Hete ste. it s

compe un ste tht fces mutpe chenes due to ts ous functons

and users. The property is in the process of presenting its retrospective Statementof Outstndn Unes vue, whch sh ecome the mn efeence fo ts

conservation and management decision. With a relatively low number of tourists,the city authorities felt that the proposed tourism planning approach of the projectcan be of additional benet to the overall management that is implemented by theMunicipality.

PHoTo 6

The Wod Hete

property of HistoricCentre of vora(Potu) nsced

in 1986. UNESCO,Thrin-Weibe

PreHIsTorIC roCk arT sITes In THe Ca Valley and sIega Verde(PorTugal/sPaIn)

The two Prehistoric Rock Art Sites in the Ca Valley (Portugal) and Siega Verde(Spain) are located on the banks of the rivers Agueda and Ca, tributaries of the riverDouo, documentn contnuous humn occupton fom the end of the Peothc

Age. Hundreds of panels with thousands of animal gures (5,000 in Foz Ca andound 440 n Se vede) wee ced oe see menn, epesentn the


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most eme open- enseme of Peothc t on the ien Pennsu.

Ca Valley and Siega Verde provide the best illustration of the iconographic themesnd onzton of Peothc oc t, usn the sme modes of epesson n

ces nd n the open , thus contutn to ete undestndn of ths

artistic phenomenon. Together they form a unique site of the prehistoric era, richn mte edence of Uppe Peothc occupton.

Ca Valley has been inscribed on the World Heritage List since 1998 and recentlybecame a serial transnational property with the Spanish component of Siega Verde(extension in 2010). The project activities were only carried out by the Portuguesecomponent of this archaeological site, Ca Valley, which corresponds to the gureof an archaeological park, which is managed by the public entity of the Foundationof Ca Valley. The site is located in a remote area, which does not facilitate easyaccess and visitation in particular by international visitors.

The number of foreign visitors to the (Archaeological) Park has always been low. Hence,

the main reason for the Park to participate in the Tour-WHPO project and become a

pilot site was raising the international prole of the Park and the rock-art it manages.

Antonio Batarda (PAVC, Ca Valley)

PHoTo 7

The Wod Heteproperty of PrehistoricRock Art Sites in the CaValley and Siega Verde(Portugal/Spain), thePotuuese component

of Ca Valley beinginscribed since 1998nd etended s se

transnational propertyn 2010. jon koh


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CIdade VelHa, HIsTorIC CenTre of rIBeIra grande (CaPe Verde)The town of Ribeira Grande, renamed Cidade Velha in the late 18th century, was therst European colonial outpost in the tropics. Located in the south of the island ofSantiago, the town features some of the original street layout impressive remains

including two churches, a royal fortress and Pillory Square with its ornate 16thcentury marble pillar.

PHoTo 10

The Wod Hete ste of Cdde veh, Hstoc Cente of req

Grande (Cape Verde) inscribed in 2009 CRATerre / UNESCO


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PHoTo 11

The Wod Hete ste

of fots n Cstles,

Volt, gete acc,

Centl n Westen

reions (Ghana)inscribed in 1979 Jacob Nyangila (AWHF)

forTs and CasTles, VolTa, greaTer aCCra, CenTral and WesTernregIons (gHana)The remains of fortied trading-posts, erected between 1482 and 1786, can stillbe seen along the coast of Ghana between Keta and Beyin. They were links in the

trade routes established by the Portuguese in many areas of the world during theire of et mtme epoton.


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PHoTo 12

The Wod Hete

ste of Chuches n

Convents o go (India)inscribed in 1986 UNESCO

CHurCHes and ConVenTs of goa (IndIa)The chuches nd conents of go, the fome cpt of the Potuuese indes

particularly the Church of Bom Jesus, which contains the tomb of St Francis-Xavier illustrate the evangelization of Asia. These monuments were inuential in

spedn foms of Mnuene, Mnnest nd boque t n the countes ofas whee mssons wee estshed.


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PHoTo 13

The Wod Hete

ste of Centl Zone o

the Town o an o

Heoismo in the azoes(Potu) nsced n

1983

Tusmo de Potu

CenTral zone of THe ToWn of angra do HeroIsmo In THe azores(PorTugal)Situated on one of the islands in the Azores archipelago, this was an obligatoryport of call from the 15th century until the advent of the steamship in the 19th

century. The 400-year-old San Sebastio and San Joo Baptista fortications areunique examples of military architecture. Damaged by an earthquake in 1980,an s en estoed snce then.


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PHoTo 14

The Wod Hete ste

of Convent o Chist

in Tom (Portugal)inscribed in 1983 Tusmo de Potu,

vcto Huo

ConVenT of CHrIsT In Tomar (PorTugal)Originally designed as a monument symbolizing the Reconquest, the Convent ofthe knhts Temp of Tom (tnsfeed n 1344 to the knhts of the Ode

of Christ) came to symbolize just the opposite during the Manueline period the

openn up of Potu to othe cztons.


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PHoTo 15

The Wod Hete

ste of Monste o

Btlh (Portugal)inscribed in 1983 Tusmo de Potu

monasTery of BaTalHa (PorTugal)The Monastery of the Dominicans of Batalha was built to commemorate the victoryof the Potuuese oe the Cstns t the tte of auot n 1385. it ws to

be the Portuguese monarchys main building project for the next two centuries.

Here a highly original, national Gothic style evolved, profoundly inuenced byManueline art, as demonstrated by its masterpiece, the Royal Cloister.


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PHoTo 16

The Wod Hete

ste of Monste

o the Hieonmites

n Towe o Belm

in Lisbon (Portugal)inscribed in 1983

pe 33 UNESCO,kestn Mnz

pe 34 Tusmo

de Potu, antno

Scchett

monasTery of THe HIeronymITes and ToWer of Belm In lIsBon(PorTugal)Standing at the entrance to Lisbon harbour, the Monastery of the Hieronymites construction of which began in 1502 exemplies Portuguese art at its best.

The nearby Tower of Belm, built to commemorate Vasco da Gamas expedition,s emnde of the et mtme dscoees tht d the foundtons of the

moden wod.


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PHoTo 17

The Wod Hete

ste of Monste o

alcob (Portugal)inscribed in 1989 Tusmo de Potu,

vcto Huo

pe 36 vcto Huo

monasTery of alCoBaa (PorTugal)The Monastery of Santa Maria dAlcobaa, north of Lisbon, was founded in the 12thcentury by King Alfonso I. Its size, the purity of its architectural style, the beautyof the mtes nd the ce wth whch t ws ut me ths mstepece of

Cstecn gothc t.


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PHoTo 18

The Wod Hete ste

of Cultul Lnscpe

o Sint (Portugal)inscribed in 1995oe Tusmo de

Potueow jon koh

CulTural landsCaPe of sInTra (PorTugal)In the 19th century Sintra became the rst centre of European Romantic architecture.Ferdinand II turned a ruined monastery into a castle where this new sensitivitywas displayed in the use of Gothic, Egyptian, Moorish and Renaissance elements

and in the creation of a park blending local and exotic species of trees. Other nedwens, ut on the sme nes n the suoundn se, ceted unque

combination of parks and gardens which inuenced the development of landscapechtectue thouhout Euope.


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PHoTo 19

The Wod Hete

ste of Histoic Cente

o Opoto (Portugal)inscribed in 1996 Tusmo de Potu,

above and page 39

joo Puo

HIsTorIC CenTre of oPorTo (PorTugal)The city of Oporto, built along the hillsides overlooking the mouth of the Douroriver, is an outstanding urban landscape with a 2,000-year history. Its continuousowth, ned to the se (the romns e t the nme Potus, o pot), cn e

seen in the many and varied monuments, from the cathedral with its Romanesquechoir, to the neoclassical Stock Exchange and the typically Portuguese Manueline-style Church of Santa Clara.


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PHoTo 20

The Wod Hete ste

of alto douo Wine

reion (Portugal)nsced n 2001

Tusmo de Potu,

above J. P. SottoMayor,eow Fncsco

Pqueo,

pe 41 Fncsco

Pqueo

alTo douro WIne regIon (PorTugal)Wine has been produced by traditional landholders in the Alto Douro region forsome 2,000 years. Since the 18th century, its main product, port wine, has beenworld famous for its quality. This long tradition of viticulture has produced a

cultural landscape of outstanding beauty that reects its technological, social andeconomc eouton.


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PHoTo 21

The Wod Hete ste

of Histoic Cente o

guimes (Portugal)nsced n 2001

Tusmo de Potu,

joo Puo

HIsTorIC CenTre of guImares (PorTugal)The hstoc town of gumes s ssocted wth the emeence of the Potuuese

national identity in the 12th century. An exceptionally well-preserved and authenticempe of the eouton of mede settement nto moden town, ts ch

building typology exemplies the specic development of Portuguese architecturefrom the 15th to 19th century through the consistent use of traditional buildingmtes nd technques.


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PHoTo 22

The Wod Hete ste

of Lnscpe o the

Pico Isln VineCultue (Portugal)nsced n 2004

kestn Mnz

landsCaPe of THe PICo Island VIneyard CulTure (PorTugal)The 987-ha site on the volcanic island of Pico, the second largest in the Azoreschpeo, conssts of eme ptten of spced-out, on ne ws

running inland from, and parallel to, the rocky shore. The walls were built to protect

the thousnds of sm, contuous, ectnu pots (cus) fom wnd ndseawater. Evidence of this viniculture, whose origins date back to the 15th century,is manifest in the extraordinary assembly of the elds, in houses and early 19th-century manor houses, in wine-cellars, churches and ports. The extraordinarilyeutfu mn-mde ndscpe of the ste s the est emnn e of once

much moe wdesped pctce.


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PHoTo 23

The Wod Hete ste of Isln o goe (Senegal) inscribed in1978 Our Place The World Heritage Collection/UNESCO

Island of gore (senegal)The island of Gore lies o the coast of Senegal, opposite Dakar. From the 15thto the 19th century, it was the largest slave-trading centre on the African coast.Ruled in succession by the Portuguese, Dutch, English and French, its architecture

is characterized by the contrast between the grim slave-quarters and the eleganthouses of the slave traders. Today it continues to serve as a reminder of humanexploitation and as a sanctuary for reconciliation.

PHoTo 24

The Wod Hete

ste of ruins o Kilw

Kisiwni n ruins

o Sono Mn(Tnzn) nsced n

1981 UNESCO

ruIns of kIlWa kIsIWanI and ruIns of songo mnara (TanzanIa)The remains of two great East African ports admired by early European explorersare situated on two small islands near the coast. From the 13th to the 16th century,

the merchants of Kilwa dealt in gold, silver, pearls, perfumes, Arabian crockery,Pesn ethenwe nd Chnese pocen; much of the tde n the indn Ocen

thus pssed thouh the hnds.


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PHoTo 25

The Wod Hete ste

of Histoic Qute o

the Cit o Coloni el

Scmento (Uruguay)inscribed in 1995 luc iess

HIsTorIC QuarTer of THe CITy of ColonIa del saCramenTo (uruguay)Founded by the Portuguese in 1680 on the Ro de la Plata, the city was of strategicimportance in resisting the Spanish. After being disputed for a century, it was nallylost by its founders. The well-preserved urban landscape illustrates the successful

fusion of the Portuguese, Spanish and post-colonial styles.

in ddton to ste epesenttes fom the oe-mentoned Wod Hete stes,

ptcpnts so ncuded epesenttes fom the reon Dectote of Cutue

of ae nd the afcn Wod Hete Fund (aWHF).


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46b. TOUriSM aT WOrlD HEriTagE SiTES OF POrTUgUESE OrigiN aND iNFlUENCE SElECTED aPPrOaCHES aND ExPEriENCES

MaNagEMENT aNd MONITOrINg

TOUriSM aT WOrlD HEriTagESiTES OF POrTUgUESE OrigiNaND iNFlUENCE seectedppoches nd epeences

B.

B.1

La propuesta de Turismo para el Plan consiste en un proyecto de difusin territorial

y recualicacin turstica, a travs de mecanismos de coordinacin y metodologas de

participacin comunitaria. Se parte de la sociedad, desde su trama y espesor, para

(re)valorizar su(s) cultura(s) y condicionar el turismo para evitar que l nos condicione

a nosotros. [..] El impacto esperado es el aumento de la calidad y competitividad

del destino a travs de la (re)valorizacin del Patrimonio y del espacio turstico, en

el marco de la sostenibilidad y de la rentabilidad socioeconmica con nfasis en el

desarrollo local.

Siedlecki Huerta (2011) on the role of tourism in the recently approved ManagementPlan for the World Heritage property of Colonia del Sacramento.

PHoTo 26

ae ew of thehstoc coe of the

City of Colonia delScmento suounded

by the Rio de la Plata(Uruguay). Jos delCeo


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Settin the Scene: The concept o Wol Heite OutstninUnivesl Vlue

B.1..

The concept of Outstndn Unes vue undepns the Wod Hete

Conenton. it s the touchstone fo nsced popetes. The sc pupose ofnominations is to explain what a property consists of, why it demonstrates potentialOutstndn Unes vue, nd how ths ue w e sustned, potected,

conseed, mned, montoed nd communcted. a poces, oectes nd

actions must prioritize and take into account the values, which have justied thepropertys inscription on the World Heritage List.

otti uiv V stnds on thee ps: 1) the cte fo tsinscription, 2) its condition the notions of authenticity and integrity and 3) theconservation and management. The criteria tells why the property has beeninscribed, the justication of its global importance.

athticit (for cultural properties only) stands for that the value is truthfullyand credibly expressed through attributes (key elements) such as form, design,mtes, functon, tdtons, settn, nue nd not to foet the spt.

both ntu nd cutu hete popetes must so meet the condton of

itit, whch efes to whoeness of the ste. Fo empe, s t e enouhto include all necessary key features? Is it robust enough to face the changes overtime and is it in a good state?

Mntnn the Outstndn Unes vue of the ste s the o fo consetonnd deeopment mesues of the ste s we s the ss fo ts pesentton

and promotion. A shared understanding by all involved about the values andabout the responsibilities required by signing the World Heritage Convention istheefoe essent to decson-mn out nteentons edn the ste. in

Wod Hete stes, poces nd oectes must e n ne wth the Outstndn

Universal Value as it was dened when the site was inscribed.

The Tour-WHPO pilot sites found that it is sometimes necessary to go back to thenomnton dosse fo udnce out the Wod Hete ue. it ecme ce

that those sites which were inscribed a long time ago might need specic attention

in comparison with those who have recently worked with the nomination dossierfo the ste nd foowed the whoe nomnton nd euton pocess.


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fIgure 2

The thee ps of

Outstndn Unes

vue. Souce: iUCN

(2007)

developin n intete mnement ppochB.1.b .

aPProaCH

World Heritage sites have always attracted visitors. Tourism is part of the growingcomplexity of management challenges, and is now recognized as having cultural,ecooc, soco-economc nd potc dmensons (Wod Hete Ppe 31).

Inadequately managed tourism can have severe consequences compromising the(World Heritage) value of the sites, depriving the local communities of benetsand potentially degrading the destination itself. Sustainable tourism developmentrequires therefore a proactive management approach respecting the capacity of the

property to accept visitation without degrading or threatening heritage values.

A World Heritage property should already have a management system in place.In many sites, a separate tourism management plan or strategy is prepared,often with outside experts. In order for it to be eective - to be understood andimplemented the tourism strategy should be integrated with the general propertymnement pn.

a hete mnement pn s n eement, puc contct etween the

management organization and the community and all stakeholders of the property.It is also a tool for clarifying responsibilities and roles in the implementation processnd estshes fmewo fo decson-mn. The mnement must nce

conservation and community interest to ensure a sustainable development of thepce.

An eective management plan must give clear directions and guidance, andtherefore it should be one document, which addresses the key managementchallenges including tourism and integrates the dierent contributions fromstakeholders and interest groups. For its eective implementation it is essentialtht the mnement pn oectes nd ctons e nteted n the cuent

planning processes in the area, whether they are territorial or urban plans, socio-

economc o enonment pns. Ths ppoch, so ced ues sedmanagement requires the early involvement of all stakeholders.


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A key part of the Management Plan is the Action Plan. Its function is to give anoverview about concrete actions, which implement the specic objectives ofthe Management Plan. These plans or projects can be in dierent phases; to be

nanced or already ongoing. It is important that actions or projects are feasibleand shared by all stakeholders involved. If they are not updated and realistic, theywill only be a wish-list instead of a strategic tool.

A MANAGEMENT PLAN IS NOT atourismmanagementplan

businessplan

urbanconservationplan

monumentrestorationplan

natureconservationplan

BUT it coordinates, sets priorities and provides a tool for decision-making.

tHinK

ABoUt

exPerIenCes from PuBlIC use PlannIng Work

Tour-WHPO project pilot sites conrm the need to have a shared understandingof the meaning and value of the property, as management objectives must beclearly and understandably linked to the values of the site. The stepping stone for

successfu hete mnement s to te nto ccount the epecttons nd needsof the local community and to develop a benet sharing mechanism. Keeping inmind that benets are not only valued in economic terms!The Puc Use Pnnn udnce used dun the Tou-WHPO poect stesses the

importance of an updated plan even monthly and the need for capacity buildingso tht the stehodes cn mpement the pn wthout outsde suppot.


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The site management entity of Cultural Landscape of Sintra, Parques de Sintra-Monte da Lua (PSML), represents one of the more recent management structurecreated in Portugal. It is set up as a public company, governed through a boardof public institutions shareholders, while nancially functioning according to

private market rules in the sense that it does not receive public subsidies butsolely depends on revenues from visitation and additionally gained project

grants from private and public entities (e.g. EEA grants). PSMLs business modelis therefore focused on ensuring nancial stability and economic sustainability inorder to carry out its primary role as conservation manager of the World Heritage

property.

It is crucial to ensure the funding for the daily management on site. Tourismcan play an important role of in site management provided that priority remainswith conservation of the site, rather than increased visitor number. The structuremust also be exible enough to handle its budget on its own.

experienCes:

lessonslearned

exPerIenCes from sInTra - susTaInIng a managemenT sTruCTure usInga BusIness model

fIgure 3

The Strategy forSustainabilitydeveloped by Parquesde Snt-Monte d

lu (PSMl) n ew ofeconomic stability forcarrying out the coremsson of the ste

management entity.Souce: PSMl


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Stkehole involvementB.1.c.

Atendiendo el espritu que lidera el proceso de elaboracin del Plan de Gestin del sitio

Patrimonio Mundial nunca se debe olvidar que el patrimonio es un barrio, sus casas y

calles, un paisaje, un subsuelo que guarda trazas arqueolgicas, donde hay autoridadespara su gobierno y especialistas para su investigacin, pero donde lo esencial es su

signicado para la sociedad y el aprecio que sta siente por su patrimonio. Es en este

sentido que se convocaron a decenas de instituciones pblicas y privadas durante la

elaboracin del plan para que volcaran sus ideas..

Pereira and Fusco-Zambetogliris (2012) Colonia de Sacramento, Uruguay

Tourism management brings in a wide range of stakeholders and expertise. Theyall may have dierent perspectives on future development of the site, manyopnons nd epected ctons. lenn out ech othes epecttons, ews

on the benets and potentials that tourism can bring is the base for a collaborativemanagement. Without this competing agendas may lead to unnecessary andlengthy conicts of interest and priorities.

exPerIenCes from THe PuBlIC use PlannIng Work

The rst step of the public use planning suggests how to form a core planning team,

carry out an organizational analysis, research the planning framework (that is, all the

policies and expressions of will that aect and give direction to the strategic planning),

initial interviews with stakeholders, logistical preparations, and among others, the

terms of reference designed to forge agreements about how to conduct the planningprocess.

It was emphasized that these activities, and particularly the terms of reference, require

the heritage site to transparently negotiate its intentions with other stakeholders. While

aiming to provide additional techniques and create opportunities to power share and

jointly make decisions, the success of any external guidance essentially depends on

whether or not the site is willing and able to apply the suggested techniques.

Jon Kohl


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fIgure 4

The puc use pnnn

ppoch suests

ded stuctue of

stehode oups

and key actors of thepnnn cttes.

Souce: koh, jon (2012)

PHoTo 27

Meetns e ths one

of the coe pnnn

tem t the pot ste

of vora are the rststep n the pocess

towds pnnn

nd stehode

noement. jon koh

World HerITage ConTexT

The World Heritage Sustainable Tourism Programme has identied a range ofstehode oups n Wod Hete nd sustne tousm nd the potent

roles. Among them are actors who are not always included in World Heritagemnement, s the tousm pte secto nd so ced Destnton Mnement

Organisations, who typically undertake marketing activities.


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An informed appreciation of the sites Outstanding Universal Value and the implications

of potential adverse impacts through tourism on heritage values are essential to

decision-making by a broad range of tourism stakeholders including:

a) States Parties wishing to establish and implement policies and strategies to realise

development objectives and long-term benets for local and other communities;

b) The tourism industry wanting to realise long-term commercial prots;

c) Visitors seeking full appreciation of the World Heritage, guidance to appropriate

behaviour, and a potential incentive to contribute towards their maintenance and

protection;

d) Local communities seeking improved quality of life while maintaining the integrity

of and access to their natural and cultural heritage representing their history and

identity.

World Heritage Sustainable Tourism Programme (WHC-12/36.COM/5E)

However, participatory approach does not only mean including a greaternume of stehodes, ut so emphszn the sto pespecte. The mens

of communcton nd nfomton shn shoud e estshed t the stt of

any consultative process and should have agreed goals and objectives - and allowenouh tme.

Therearedierentdegreesofparticipationand interests in power-sharing.

tHinK

ABoUt

Tousm cttes do ed to soco-economc chnes oe tme. Whe ene

guidance on planning can be dicult to give because of dierent social, economicand political realities of places, working together with the community has provento be a way of re-dening and strengthening the sense of community identity.

Restoring a sites vitality and spirit is a complicated operation that cannot be obtained

by means of monetary investment (as is the case with physical restoration of heritage).

Rather, it tends to involve social issues that aect local communities, which often have

had no control over the situation in which they nd themselves. It is important to bear

in mind that any solution that attempts to replace the true protagonists of the site runs

the risk of ending up like a theme park.

Vials, MJ. and Morant, M. (2012): Heritage, tourism and local community interactions

within the framework of site management. in World Heritage paper 31


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fIgure 5

The puc use pnnn

ppoch suests usn

few key questions abovein order to identify

the concens ndinterests of the dierentstehode oups nd

to stuctue the focus

of the ptcpton nd

fctton pocess.

Souce: koh, jon (2012)

PHoTo 28

Youn peope usn

the puc spce ht

outsde Fot jesus,Moms, consttute

stehode oup ust

s oc usnesses o

othe nhtnts; the

nteests need to e

ten nto ccount n

the pnnn pocess s

we. jon koh

Therearedierentwaysonecanidentifyinterestedpeople,forexampleaskingthe

following questions:

Who knows about local natural and cultural heritage?

Who owns heritage places in the local area?

Who has custodial, caretaker or legal responsibility for local heritage places?

Who has worked at or earned a living from local heritage places?

Who is interested in using local heritage places, now or in the future?

Who is interested in protecting or conserving local heritage places?

Who is interested in your goals? Who would support action towards reaching your

goals?

Who will the achievement of your goals aect, either positively or negatively?

Who has had similar goals to yours in the past?

Who needs to be kept informed about progress towards reaching your goals?

Source: Protecting Local Heritage Places: A Guide for Communities, Australian

Heritage Commission, 2000, pp.11-13.


56/183


57/183



Following rst coordination steps, the team started to identify and involve keystakeholders in the planning process. A substantial number and large diversity ofstakeholder groups were invited to engage in the planning process and underlinedthe validity of the proposed participatory approach, which allowed gathering alarge range of stakeholders in the city for the rst time.The following entities pledged to sign an agreement that determines the terms ofreference of this planning commitment in November 2012.

Municipality of vora Regional Directorate for Culture of Alentejo University of vora Foundation Eugnio de Almeida Arch-Diocese of vora Regional Tourism Board of Alentejo Association of Salespeople Association of Hotel Directors Association of Guides and Interpreters (AGIA) Association of Hotels, Restaurants and Similar Businesses of Portugal (AHRESP)

Association of Companies (APECATE) Coleo B CENDREV P de Xumbo Eborae Mvsica Association Do Imaginrio

(see complete document in Annex 9.a.).

PHoTo 30

The coe pnnn tem

of vora during one ofts won sesson.

jon koh


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While full stakeholder participation in and regularity of meetings have been achallenge from the beginning, the positive experience of the city of vora hasshown that complex urban sites can succeed in mobilizing local communities and

stakeholder groups through persistent dialogue. The group that formed can beseen as an advisory group of stakeholders as it is recommended for all WorldHeritage properties.

Another eect of the citys engagement can be seen in the capacity-building ofthe core planning team: The head of the planning team familiarized quickly with

facilitation skills for a participatory process to such an extent that he alreadyapplied it successfully in several other meetings and occasions.

lessonslearned

PHoTo 31

The suppot of the

participatory planningby the local decision-makers is a keynedent fo the

success of the cttes

Mayor Jos Ernesto deOe wth the hed

of the pnnn tem

M Nuno Domnos

dun the Tou-WHPO

workshop in vora. jon koh


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Following the rst Tour-WHPO workshop, the three professionals from Fort Jesus,

Mombasa, involved in the project set out to convince their institution, NMK, toengage in the tourism planning activities and to form a core planning team. Theteam was completed and a rst external stakeholder meeting held could bereported on during the second workshop of the Tour-WHPO project in vora.The invitation to meet was well attended and widely appreciated by externalstakeholders. The site being managed by the local branch of a central Stateinstitution (NMK), the rst stakeholder meeting also provided an opportunity to(re)dene the sites relationship with its neighboring communities.This tourism-focused planning exercise furthermore allowed this recentlyinscribed World Heritage site to apply and elaborate its revised WH management

plan through continuous dialogue with the local communities.Based on its rst planning experience, Fort Jesus produced a rst stakeholderagreement (see Annex 9.b)

This experience of working with Public Use Planning has made us revisit theissue of stakeholders, i.e. it has helped us to rethink, identify and work with ourstakeholders hand in hand ()Statement by the Fort Jesus Planning Team

experienCes:

lessonslearned

exPerIenCes from forT jesus, momBasa sHarIng neW PersPeCTIVes

PHoTo 32The coe pnnn

tem of Fot jesus,

Moms, dun one

of the nfomton nd

consutton meetns

wth oc stehodes.

jon koh


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Having started with a rather problematic relationship between the localcommunities and the site management due to the creation of the ArchaeologicalPark in 1996, the Ca Valley team reported in 2008 that the greater part of the localcommunity now sees the Park as an invaluable partner in achieving a common

goal: that of developing, in a sustainable fashion, regional tourism overall, withthe rock art sites as the main attraction. This was achieved through a numberof activities such as special free of charge visits for the local population havebeen conducted. The PAVC organized the open days through local interest groups:one open day was only for restaurant owners/managers, another was focused ontourist accommodation owners, another for wine producers, etc. Many of theseactivities were enhanced by visits to wine producing farms. Furthermore, onthe Parks important anniversaries (such as its creation, or the inscription onthe World Heritage List), special commemoration programmes are organized inorder to foster the interaction of visitors and local residents. Such programmesinclude concerts, exhibitions, talks, wine and local food tasting, and experimentalinterpretations of Upper Palaeolithic meals.

Among the lessons learned, the site management team concluded that it isnot possible for the Park to exist in isolation from its socio-economic context:in the long term, a sustainable future for the rock art will depend, to a greatextent, on the success of the Parks eorts in reaching the local community.

The goal is to make the local population an active partner in the management,preservation and conservation of the Ca Valley heritage as a whole, and a keyplayer in regional sustainable development. Workshops, in which several localand regional stakeholders participated, also helped to further strengthen thealready protable connection between the Park and the community.Batarda et al. (PAVC, Ca Valley)

experienCes:

lessonslearned

exPerIenCes from Ca Valley InVolVIng THe loCal CommunITy as anaCTIVe ParTner In sITe managemenT


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MonitoinB.1..

aPProaCH

Monton cn demonstte f the mnement s chen ts os - o f chnesneed to e mde. it es nfomton nd s n ndcton out the cuent

situation of the property, its state of conservation and its likely future. Moreover,monton esuts e usefu s uments to connce stehodes out the

success of the mnement, o out chnes, whch must e done. a sc

nowede of the ne of mpcts cn so d pnnn nd enete usefu

checst fo deeopn tousm monton ndctos, essent fo detemnn

whethe mnement oectes e en met (Wod Hete Ppe 1).

Awareness of present visitor proles and of future tourism trends is essential for allmanagement activities. The analysis of the tourism structure must be continuallyupdated in order to serve as base for management decisions. An analysis of thestuctue of the tousm shoud e the se fo mnement decsons.

fIgure 6

The fmewo

usttes the pocess

of Wod Hete

mnement. Souce:

UNESCO (2008)


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World HerITage ConTexT

in ddton to the nomnton nd nscpton of hete popetes to the Wod

Hete lst, thee e so the moe technc chenes of monton nd

measuring impacts from tourism and using this to set parameters for propertypnnn, deeopment nd mnement. The mechnsms of the Wod Hete

pocess (the nomnton pocess, recte Monton nd Peodc repotn,

for example) represent an opportunity to identify situations where tourism mayepesent thet to the hete ues nd whee tousm s hn poste

impact. The Periodic Reporting oers a tool for a self-assessment, which can form abasis for a database that is useful for informed decision making. It also oers a setof concete ndctos. These de wth mpcts oe tme, nsde nd outsde the

ste nd not to foet oth poste nd nete mpcts.

fIgure 7

The Peodc repotn

eecse s one of

the statutory tools ofthe Wod Hete

Conenton to monto

the stte of conseton

of Wod Hete stes.

Being a State Party-den eecse, the

ndctos used shoud

so feed nto the stes

monitoring systems.Souce: WHC Weste(whc.unesco.o)

Being a World Heritage site brings about the exposure to international tourism.

Receiving foreignvisitors needs specicattention inmanagementandshouldbe

included in monitoring indicators.

tHinK

ABoUt

Monitoring is also a follow-up activity of the existing management it is not meantto be a new layer of management or one more checklist to be lled in. It is alsompotnt to n the acton pn n the Mnement Pn to monton nd to see

whch chnes e needed, o f t s tme to eew the acton Pn.

When developing monitoring programmes it is therefore important to review anycurrent monitoring activities and choose the data collecting method that ts thepupose nd s e wth estn esouces.


63/183



Consider alternative methods. Dierent methods require dierent levels of resources,

look for the most cost-eective option

Involve the local community in monitoring, it also helps to increase local involvement

in management and may have an added value in increasing understanding andsupport of the management objectives.

Review monitoring activities regularly are the right things monitored, are the results

used to improve management.

Direct and simple ways can be as eective as complicated technical methods or

time-consuming questionnaires; a photo of a place at a given time can give valuable

information

Cultural Heritage Guide Programme (2007) Unit 5

As part of the project, we developed a questionnaire to nd out from the touristswhat they feel are the attractions in Fort Jesus. The Education Department dida survey recently and distributed a questionnaire to the visitors in the month of

April (see Annex 9.c). We visit and readTripAdvisorwebsite to get feedback fromto the Fort.Statement by the Fort Jesus Planning Team

The city ofColonia de Sacramento cooperates with the Ministry of Tourism andSport of Uruguay, among others to monitor the annual visitation to the site and

in comparison with other major destination country-wide. Statistics show thatovernight stays have more than tripled over the last ten years, increasing from82.000 in 2002 to 270.000 in 2011, and that overnight stays only represent a thirdof the overall number of visitors to the site.

experienCes:

fIgure 8

intenton vsto

Sttstcs ofEvo

(Potu). Souce:

Anurio Estatstico da

reo aenteo 2010(2011)


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PHoTo 33

Eectonc tcet conto ows the mnement of Pques de

Snt-Monte d lu to monto stton pttens t ts ps nd

pces, e t the Pen Pce oe tht epesents one of the

mo ttctons of the Wod Hete ste.

jon koh

fIgure 9

bsed on monton

toos, the ste

mnement

estshes sttstcs

tht hep to undestnd

the numes nd ons

of the stos; hee

the empe of sto

ons t Pen Pce.

Souce: PSMl

Making ample use of high-end technologies, the site management entity ofSintra,Parques de Sintra-Monte da Lua (PSML), has put in place a sophisticated visitormonitoring system for its parks and palaces applied at the larger territorial level.It has thereby gathered solid statistical data on the number and origins of its

visitors.


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The system that was implemented is one of restricted access, in that a strictdaily limit on visitor numbers was established, and also restricted in the sensethat the public may only visit the three sites that are open on Park-organizedvisits or on visits organized by the private companies certied by the Park.

As there are strict daily limits on visitor numbers visitors are advised to book inadvance.It has been argued that recreational countryside areas have a perceptual carryingcapacity, a limit that has more to do with human psychology than with thecharacteristics of the setting itself. In that sense, the Ca Valley daily limits wereset by resorting to what we can partly classify as perceptual carrying capacityconstraints. In fact, the rule is that there should be no more than one group ofvisitors at any site at the same time. The maximum number of visitors per daywas calculated by taking advantage of the optimal light conditions essential forbest viewing of the engravings, by adjusting the departure times of the tours

from the visitor centres and by taking into consideration the time needed to visitthe sites.The implementation of preventive surveillance measures, although essential tothe preservation of these sites, cannot, in itself, avoid all possible vandalismepisodes and other visitor pressure consequences.Therefore education, information and promotion have to form an important

part of the overall cultural heritage management practices of any institutioninvolved.

Public access to such delicate cultural resources as rock art sites is a double-edged sword: it can benet society globally but at the same time endangers the

endurance of the heritage we choose to value, protect and present. That is whyit is so important, as the World Heritage Convention stresses, if we want thesesignicant places to endure in their full meaning and context, to employ defensive

practical approaches when managing our relationship with the natural human-made world.Batarda (PAVC, Ca Valley)

experienCes:

lessonslearned

exPerIenCes from Ca Valley - CroWdIng, CarryIng CaPaCITy andlImITs of aCCePTaBle CHange

How are you using monitoring results? The above examples show that while

monitoringresultsinabsolutenumbersvary,theyconrmthesamechallengehow

to convince people to stay overnight!

tHinK

ABoUt


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PHoTo 34

In the Archaeological Park of Ca Valley, guided tourswth mted numes of stos e sc too fo

monton sto mpct on fe oc t stes n the

p. jon koh

fom intepettion to stoiesB.2..

Interpretation is the art of explaining the uncommon or new with language and images

familiar to visitors.

aPProaCH

All World Heritage sites have more than one important story to tell about their history;

the way they were constructed or destroyed, the people who lived there, the various

activities there and the happenings, the previous uses of the site and perhaps tales of

the notable treasures. In presenting and interpreting the historical story of the heritage

site, it is necessary to be selective and to decide which elements will be of most interest

to the kind of people that the site will attract; human interest stories are often the most

popular.joehto n iCCrOM Mnement gudenes fo Wod Cutu Hete

Sites (1998).

Tourist preferences and expectations have changed considerably in recentyears, becoming much more diverse. Todays cultural heritage tourists are moreexperienced and better educated than previous generations and they expectmore from their travel experiences. This has made quality and authenticity morempotnt thn ee efoe. These hhe epecttons nd ncesn competton

fo stos tme so men tht the st of ste hs to cete n mpesse ndpesonzed epeence.

INTErPrETaTIONB.2

Necesitamos ver de nuevo aquello que ya hemos visto, ver en primavera lo que vimos

en verano, ver de da lo que vimos de noche, con el sol donde la primera vez llova

necesitamos volver sobre los pasos ya dados para trazar al costado nuevos caminos

Jos Saramago

quoted n Sedec Huet (2011)


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PHoTo 35

a ude who cn epn

the specicities of a sitein an entertaining yetnowedee fshon

enhances greatly thesto epee