Best Practices at World Heritage Sites: Final Report

Transcription

1 Best Practices at Wrld Heritage Sites: Final Reprt Banff Natinal Park Submitted t: Industry Canad A Turism-based cmparative analysis f UNESCO Wrld Heritage Sites in Canada, the United States and Australia June 2015 SGang Gwaay

2 This publicatin is available nline at T btain a cpy f this publicatin r an alternate frmat (Braille, large print, etc.), please fill ut the Publicatin Request Frm at r cntact: Web Services Centre Innvatin, Science and Ecnmic Develpment C.D. Hwe Building 235 Queen Street Ottawa, ON K1A 0H5 Canada Telephne (tll-free in Canada): Telephne (Ottawa): TTY (fr hearing-impaired): Business hurs: 8:30 a.m. t 5:00 p.m. (Eastern Time) ic.inf-inf.ic@canada.ca Permissin t Reprduce Except as therwise specifically nted, the infrmatin in this publicatin may be reprduced, in part r in whle and by any means, withut charge r further permissin frm Industry Canada, prvided that due diligence is exercised in ensuring the accuracy f the infrmatin reprduced; that Industry Canada is identified as the surce institutin; and that the reprductin is nt represented as an fficial versin f the infrmatin reprduced, nr as having been made in affiliatin with, r with the endrsement f, Industry Canada. Fr permissin t reprduce the infrmatin in this publicatin fr cmmercial purpses, please fill ut the Applicatin fr Crwn Cpyright Clearance at r cntact the Web Services Centre mentined abve. Her Majesty the Queen in Right f Canada, as represented by the Minister f Industry, Cat. N. Iu /2015E-PDF ISBN Aussi ffert en français sus le titre Pratiques exemplaires dans les sites du patrimine mndial : Une analyse cmparative fndée sur le turisme des sites du patrimine mndial de l UNESCO au Canada, aux États-Unis et en Australie. This research prject was made pssible with the financial supprt f the Department f Industry. The views and pinins expressed in this publicatin are thse f the authrs and d nt necessarily reflect the fficial plicy r psitin f the Gvernment f Canada.

3 TABLE OF CONTENTS List f Tables Executive Summary 1. Intrductin Backgrund Study Purpse and Objectives Organizatin f this Reprt Wrld Heritage Sites and Turism Apprach t the Study Wrld Heritage Sites in Canada, Australia and the United States Overview Selectin f Eight Wrld Heritage Sites fr the Case Studies The Eight Case Study Wrld Heritage Sites Insights frm the Case Studies Overview f the Case Study Wrld Heritage Sites Cmparative Analysis f the Case Study Wrld Heritage Sites Best Practices fr Turism at Wrld Heritage Sites Intrductin Visin and Cllabratin The Visitr The Prduct The Destinatin Area Marketing Implicatins fr Canada Appendices I Acrnyms and Definitins II Summary f Key Infrmatin n Wrld Heritage Sites: Canada, Australia and United States III List f Sites Eliminated frm Cnsideratin fr the Case Studies and Reasns fr their Eliminatin IV Cmparative Details n the Eight Case Study Wrld Heritage Sites V Bibligraphy

4 LIST OF TABLES Table 1: Wrld Heritage Sites in Canada, Australia and the United States... 6 Table 2: The Eight Case Study Wrld Heritage Sites Table 3: Case Studies Summary: Lcatin and Setting Table 4: Case Studies Summary: Visitr Experience Table 5: Case Studies Summary: Visitr Prfile Table 6: Case Studies Summary: Cmmunity Invlvement Table 7: Case Studies Summary: Marketing... 24

5 EXECUTIVE SUMMARY BACKGROUND AND STUDY OBJECTIVES Turism is Canada s number ne service exprt, representing almst 2% f grss dmestic prduct and emplying hundreds f thusands f wrkers in rural and urban areas. Glbally, turism is grwing expnentially and, while Canada has recently seen increases in internatinal visitrs, ur psitin as a turism destinatin has declined in the face f strng cmpetitin. Attractins and destinatins are key cmpnents f the turism sectr and a significant influence n travel plans and destinatin chice. One f the pririties f the Federal Turism Strategy (FTS) is the prmtin f prduct develpment and investments in Canadian turism assets and prducts. As the lead department under the FTS, Industry Canada has been wrking t further the gal f strengthening the understanding f strategically imprtant turism destinatins and attractins and their rle in stimulating ecnmic grwth. This research prject n Wrld Heritage Sites is part f Industry Canada s wrk n this gal. This study was cmmissined by the Turism Branch at Industry Canada. Its verall purpse is t cmplete a cmparative study f Wrld Heritage Sites (WHS) in Canada, the United States and Australia t: Examine the extent t which each cuntry and surrunding cmmunities prmte, manages and leverages these assets as dmestic and internatinal turist attractins. Understand the significant features that cntribute t the success f Wrld Heritage Sites as turist attractins. Determine best practices with respect t turism at Wrld Heritage Sites. Identify implicatins fr Canada arising ut f the best practices. METHODOLOGY The study invlved three phases f wrk and a cmbinatin f primary and secndary research. The three phases were: Phase One: Initial verview f the key characteristics f all Wrld Heritage Sites in Canada, Australia and the United States and recmmendatins fr eight case study sites. Phase Tw: The case studies and identificatin f success factrs. Phase Three: Determinatin f best practices and implicatins fr Canada The research methdlgy relied primarily n secndary research, reviewing material cmpiled frm a variety f surces. It was cmplemented in Phase 2 by interviews with site management and stakehlders fr each f the case studies. Best Practices at Wrld Heritage Sites: Executive Summary Page i

6 CASE STUDY WORLD HERITAGE SITES Eight Wrld Heritage Sites were selected fr case studies. They are: Grs Mrne Natinal Park, Canada Wd Buffal Natinal Park, Canada Head-Smashed-In Buffal Jump, Canada Purnululu Natinal Park, Australia Kakadu Natinal Park, Australia Willandra Lakes Regin, Australia Mesa Verde Natinal Park, United States Hawaiʻi Vlcanes Natinal Park, United States Findings frm the case study research led t a series f best practices regarding ways t mre fully leverage the turism ptential f Wrld Heritage Sites, and thereby create increased ecnmic activity. BEST PRACTICES The analysis f the factrs f success arund turism at Wrld Heritage Sites shwed that: 1. The internatinal significance f the prtected heritage values f Wrld Heritage Sites is at the cre f their appeal t audiences. The prtectin f these values is central t their lng-term sustainability and success. 2. The best practices may be gruped int five intercnnected and interdependent categries: Visin and Cllabratin The Visitr The Prduct The Destinatin Area, and Marketing 3. The five categries perate as a system in supprt f preserving and fstering cnnectin with the Outstanding Universal Value f the Wrld Heritage Site, as illustrated in the graphic. Best Practices at Wrld Heritage Sites: Executive Summary Page ii

7 The best practices identified frm the research and rganized under these five categries are: Visin and Cllabratin Maximizing available funds fr capital prjects and peratins. Having an verall visin and the leadership t implement it. Cllabrating with Friends assciatins, cmmunities and ther nn-prfit lcal rganizatins. Invlving the private sectr in delivering services and prgrams. C-perating with Abriginal stakehlders t enhance the turism ffer. The Visitr Cllecting statistics and survey data n current visitrs. Understanding demgraphic and market trends and what they mean fr the Wrld Heritage Site. Identifying target markets and their needs and expectatins. The Prduct Offering a chice and diversity f experiences targeted t visitr interests. Invlving Abriginal peples and/r lcal hsts in the develpment and delivery f prgrams and services. Having up-t-date, well-maintained visitr infrastructure. The Destinatin Area Having a critical mass f experiences and amenities in the destinatin area. Having gd transprtatin access with ptins. Prviding wayfinding and, as apprpriate, internal transprtatin netwrks. Marketing Having a strng brand that cmmunicates the psitining and benefits t target markets. Using the Wrld Heritage Site brand in marketing t create prfile and attract visitrs. Having a strng and cnsistent prfile in destinatin marketing, including icnic images t capture attentin. Having detailed, easy-t-use trip planning infrmatin n-line. Having a strng and engaging scial media presence. Best Practices at Wrld Heritage Sites: Executive Summary Page iii

8 CHAPTER 1: INTRODUCTION 1.1 BACKGROUND In 2014, turism activities represented almst 2% ($34.4 billin) f grss dmestic prduct and emplyed hundreds f thusands f wrkers in rural and urban areas acrss the cuntry. It is Canada s number ne service exprt with revenues f dmestic and internatinal visitrs exceeding $88.5 billin. In the last three years, internatinal travel t Canada has been grwing. Overall, internatinal visitrs in 2014 were up 2.9% ver Attractins and destinatins are key cmpnents f the turism sectr and a significant influence n travel plans and destinatin chice. Industry Canada is the lead department under the Federal Turism Strategy (FTS). One f the pririties f the FTS is the prmtin f prduct develpment and investments in Canadian turism assets and prducts. In this cntext, it is imprtant t strengthen the understanding f strategically imprtant turism destinatins and attractins and their rle in stimulating ecnmic grwth. Industry Canada s effrts have included a literature review n strategically imprtant turism destinatins and attractins (InterVISTAS Cnsulting, 2012) and a Frum f the FTS Steering Cmmittee, prvincial and territrial representatives and industry stakehlders n the same tpic (2013). As a fllw-up initiative, they cmmissined this research prject fcused n Wrld Heritage Sites as turism destinatins. 1.2 STUDY PURPOSE AND OBJECTIVES This study was cmmissined by the Turism Branch at Industry Canada. Its verall purpse is t cmplete a cmparative study f Wrld Heritage Sites (WHS) in Canada, the United States and Australia t: Examine the extent t which each cuntry and surrunding cmmunities prmte, manages and leverages these assets as dmestic and internatinal turist attractins. Understand the significant features that cntribute t the success f Wrld Heritage Sites as turist attractins. Determine best practices with respect t turism at Wrld Heritage Sites. Identify implicatins fr Canada arising ut f the best practices. 1.3 ORGANIZATION OF THIS REPORT This reprt is presented in five chapters alng with several appendices. Chapter 1 prvides cntextual infrmatin n Wrld Heritage Sites and their rle in turism and describes the research methdlgy. Chapter 2 prvides an verview f Wrld Heritage Sites in the three cuntries and the 1 P age

9 methdlgy fr selecting eight sites as case studies fr this prject. Chapter 3 prvides key findings frm the case study research including a cmparative analysis f these sites. Chapter 4 presents the best practices with respect t turism at Wrld Heritage Sites as identified during the case study research. Chapter 5 explres implicatins fr the turism ptential f Canada s Wrld Heritage Sites arising ut f the identified best practices. Several appendices prvide supplemental infrmatin and a list f acrnyms as well as a bibligraphy. A separate backgrund dcument cntains the detailed case study findings alng with mre infrmatin n all f the Wrld Heritage Sites in Canada, Australia and the United States. 1.4 WORLD HERITAGE SITES AND TOURISM BACKGROUND ON THE DESIGNATION AND ROLE OF WORLD HERITAGE SITES When the Wrld Heritage Cnventin was adpted by UNESCO mre than frty years ag t create a Wrld Heritage list, the main gal was t develp an instrument f internatinal cperatin t identify, prtect, present and transmit t future generatins the wrld s utstanding natural and heritage sites. Turism and attracting visitrs were nt majr cnsideratins at that time. Since then, glbal turism has explded and many Wrld Heritage Sites have becme significant turism attractins, generating ecnmic and scial impacts fr the destinatins in which they are lcated. Hwever, there have ften been negative impacts frm increased visitatin and it has, at sme sites, psed challenges with respect t prtecting their natural and cultural integrity. Since the mid-1990s, sme natins have been mtivated by sci-ecnmic factrs t seek inscriptin n the Wrld Heritage list, usually fcused arund the ecnmic benefits f turism. Mre recent nminatins are required t include turism cnsideratins in their submissins fr inscriptin n the Wrld Heritage list. Sme destinatins and agencies prmte and prfile their Wrld Heritage Sites extensively, using them as a hk t attract visitrs t their cuntry/state/regin. Others are less cncerned with visitatin levels, recgnizing the negative impacts that mre visitrs culd have n the site. Generally, the challenge is ne f balance prtecting the integrity f the resurce and managing visitatin s as t ptimize the mutual benefits. The fcus f this assignment is n identifying best practices frm a turism and ecnmic impact perspective. While acknwledging the critical imprtance f managing turism and visitatin t minimize and mitigate negative impacts n the natural and cultural values f a site, we have nt addressed appraches fr ding this. It is als imprtant t recgnize that Wrld Heritage Sites are, by their very nature, wrld class. They have been inscribed n the Wrld Heritage list by UNESCO fr their unique and authentic natural and/r cultural resurces. Often, it is these very features that are the demand generatr the mtivatin fr peple t visit. Other experiences at the site r in the destinatin area help t braden the appeal, lengthen stays and spending and pssibly extend the perating seasn. Given the unique nature f Wrld Heritage Sites, the findings f this study may, therefre, nt necessarily apply t all turist attractins, particularly nt t thse lacking unique r utstanding features. 2 P age

10 IMPACTS AND BENEFITS OF THE WORLD HERITAGE SITE DESIGNATION Our literature review identified many studies n the subject f Wrld Heritage Sites arund the wrld. Several that we reviewed lked specifically at the benefits f Wrld Heritage Site status and sme f their findings are interesting in the cntext f ur wrk. One study 1 investigated the csts and benefits f Wrld Heritage Site status, lking at 17 Wrld Heritage Sites thrughut the United Kingdm. The study cncluded that cmparing csts was difficult due t the differences in the sizes, wnership, nature and lcatin f the sites. Hwever, they did identify eight benefit areas alng with their beneficiaries. These were: Partnership benefitting lcal residents and visitrs indirectly thrugh imprved management; Additinal Funding benefitting the site itself; Cnservatin benefitting the lcal residents and visitrs wh enjy enhanced cnservatin, as well as the wider ppulatin given the lng term preservatin f the sites; Turism benefiting lcal turism businesses due t increased visitr spending; Regeneratin benefitting lcal residents and businesses due t increase levels f ecnmic activity; Civic Pride benefitting lcal residents wh enjy increased cnfidence in the area and imprved quality f life; Scial Capital benefitting lcal ppulatins and rganizatins by creating pprtunities fr interactin and engagement; Educatin and learning benefitting visiting educatinal grups. A secnd study 2 lked at seven Wrld Heritage Sites frm arund the wrld, seeking recmmendatins that wuld help maximise the scial, ecnmic and envirnmental benefits fr UNESCO designated sites in Sctland. They identified fur key benefits that accrued t many f the sites: Enhanced leverage t pull in funding fr a wide range f purpses Stimulus t awareness raising and educatinal initiatives Enhanced turism image and prfile Enhanced pprtunities fr niche branding f lcal prducts and services They cncluded that the benefits appeared t be enhanced in cases where there was substantial cmmunity buyin. They als determined that the actual impact f a new site wuld depend very largely n these three factrs: Existing gegraphy a remte site with a small lcal ppulatin and a finite turism market will have limited scial and ecnmic benefits. The system f gvernance a system ffering nly limited and frmal invlvement t the lcal ppulatin will have a minimal impact n cmmunity capacity. 1 PriceWaterhuseCpers, The Csts and Benefits f Wrld Heritage Site Status in the UK Department f Media, Culture and Sprt, Hambrey Cnsulting, Scial, Ecnmic and Envirnmental Benefits f Wrld Heritage Sites, Bisphere Reserves and Geparks, P age

11 Lcal leadership where cnfident site management leverages pwer with strng lcal business and cmmunity leaders, ecnmic and scial impacts may be mre significant. Anther study 3 was designed t identify best practices at Wrld Heritage Sites that succeeded at cnverting sci-ecnmic pprtunity frm designatin int advantage. They lked at all Wrld Heritage Sites and cnducted 14 specific case studies. The authr cntended that "sites that have achieved significant impacts have had a clear lgic chain frm the identificatin f the issues and prblems they wished t address, a clear understanding f hw Wrld Heritage Site status culd be used t catalyse change, fllwing thrugh t investing in the resurces, activities and prcesses t deliver the impacts desired." The authr agreed with a previus study (Wrld Heritage fr the Natin: Identifying, Prtecting and Prmting ur Wrld Heritage, 2008) that stated the benefits that the sites attribute t WHS status are therefre strngly related t the mtives they had fr bidding and crrespndingly what they have used the status fr. The authr cncluded that fr a significant number f sites being designated a Wrld Heritage Site, a cllective questin arises amngst lcal stakehlders, Why is ur place unique, special and glbally imprtant?" He claimed it is this questin that frms the basis f effective turism marketing. Fr thse wh have answered the questin, they becme part f a grup which seeks t fcus the ecnmic develpment f a place n its uniqueness, authenticity, distinct sense f place, and depth f identity and culture. "They use the added stimulus f Wrld Heritage Site status t engage with the rest f the wrld frm a psitin f cnfidence selling distinct prducts and services at added value based upn their prvenance." The fact that a site has been designated a Wrld Heritage Site autmatically bestws n it the mantle f authentic, unique and wrld class. 1.5 APPROACH TO THE STUDY This study invlved three phases f wrk and a cmbinatin f primary and secndary research. THREE PHASES OF WORK The three phases were: Phase One: Initial verview f the key characteristics f all Wrld Heritage Sites in Canada, Australia and the United States and recmmendatins fr eight case study sites. Phase Tw: The case studies and identificatin f success factrs. Phase Three: Determinatin f best practices and implicatins fr Canada RESEARCH METHODOLOGY The research methdlgy relied primarily n secndary research, reviewing material cmpiled frm a variety f surces. It was cmplemented in Phase 2 by interviews with site management and stakehlders fr each f the case studies. The research was qualitative nt quantitative since it was based n a case study apprach. 3 Rebanks Cnsulting and Trends Business Research Ltd. Research and Analysis f the Sci-Ecnmic Impact Ptential f UNESCO Wrld Heritage Site Status: UK Lake District Wrld Heritage Prject, Page

12 Specific research tasks included: Web-based research t cmpile basic infrmatin n all Wrld Heritage Sites in Canada, Australia and the United States fr Phase One. Fr the case studies, additinal web research surced mre detailed infrmatin and reprts and als prvided insights int hw the varius sites are marketed. As well, we reviewed turism websites n the destinatin areas surrunding each site. Review f research reprts, visitr surveys and research, statistical reprts, management plans, and ecnmic impact studies related t the selected Case Study Wrld Heritage Sites, alng with reprts frm state/prvincial and natinal parks and turism agencies. Fr the case studies, interviews were sught with 2 4 key stakehlders assciated with each site. Target interviewees were: Site manager r senir management persn; Senir representative f key partnership rganizatin(s), where such rganizatins existed; Senir representative f the reginal and/r state/prvincial turism marketing agencies. Interviews with senir Parks Canada managers, External Relatins and Visitr Experience branch. 5 P age

13 CHAPTER 2: WORLD HERITAGE SITES IN CANADA, AUSTRALIA AND THE UNITED STATES This chapter prvides an verview f the Wrld Heritage Sites in Canada, Australia and the United States and then fcuses n the case studies first, hw the eight sites were selected and sme key infrmatin n each, then a cmparative analysis f these sites. 2.1 OVERVIEW Tgether, the three cuntries have 58 Wrld Heritage Sites as summarized in Table 1. Over half the sites are natural sites; Australia and the US have sme mixed sites, but Canada des nt. Mst sites are in rural lcatins; each cuntry has a few Wrld Heritage Sites in urban lcatins and a few remte sites 4. In all three cuntries, the federal gvernments have a majr rle in the wnership and management f Wrld Heritage Sites. State/prvincial gvernments are als heavily invlved, particularly in Australia. Other rganizatins such as nt-fr-prfit and Abriginal cmmunity grups are invlved t varying degrees in all three cuntries, but nt generally as the primary site wner/manager. Table 1 Wrld Heritage Sites in Canada, Australia and the United States Canada Australia United States Ttal WHS Sites Cultural Sites Natural Sites Mixed Sites by Lcatin Urban Rural (1 partly remte) Rural (accessible by rad) but Remte Remte (nt accessible by rad) Majr Ownership/Management (smetimes these are jint rles) Federal Gvernment State/Prvincial Gvernment Other (NFP, First Natin, Municipality, etc.) Remte sites are thse nt accessible by rad. A separate categry is thse rural sites that are accessible by rad but are hundreds f kilmetres frm the nearest significant cmmunity. 6 Page

14 Appendix II prvides summary infrmatin n each f the Wrld Heritage Sites in the three cuntries including: Year f inscriptin Type f site Lcatin (rural, urban, remte, rural/remte) Majr activities Ownership and management Attendance and visitr rigins (nte that this infrmatin is limited in sme cases) Whether it is within 200km f a majr city Whether there are ther significant attractins nearby Sme key findings 5 : Visitatin levels vary significantly, frm fewer than 1,000 at remte sites t 3 5 millin at icnic sites such as Canada s Rcky Muntain Parks, the Statue f Liberty and Grand Canyn. Sites within 200km f majr cities tend t have higher visitatin levels, but this is nt always the case. Visitatin at Canadian sites (ther than Québec City and the Rcky Muntain Parks) tends t be at the lwer end f the range, with many sites under 200,000 visitrs. On the ther hand, visitatin t the US sites is at the higher end f the range, nt surprising given the much higher resident ppulatins and turist visitatin levels. One remte US site, part f the Kluane/Wrangell-St. Elias/Glacier Bay/Tatshenshini-Alsek gets sme 500,000 visitrs due t shre excursins frm cruise ships. Mst f the Canadian sites are highly seasnal, essentially clsing dwn in the winter. Many Australian sites are als very seasnal due t inaccessible rads and areas during the wet seasns. Australian sites see a brad range f visitatin. Interestingly, sme f the mre remte sites (e.g. Great Barrier Reef, Uluru-Kata-Tjuta) have relatively high visitatin numbers. The mst prevalent activities at the natural sites are, f curse, utdr recreatin such as hiking, wildlife viewing and bserving the unique features that are key factrs in Wrld Heritage Site inscriptin. Many f the sites have Interpretive r Discvery centres f sme kind. At the cultural sites, viewing built heritage r icnic architecture r First Natins/Indigenus peple cultural experiences are mst cmmn. 5 Data is frm varius surces used in cmpiling infrmatin n the Wrld Heritage Sites. Visitatin data was surced frm websites and reprts f the gvernment departments with respnsibility fr management f the site. Appendix II prvides infrmatin n the visitatin t each f these sites and als identifies the site managers. 7 Page

15 2.2 SELECTION OF EIGHT WORLD HERITAGE SITES FOR THE CASE STUDIES A methdlgy was established t select the eight case study sites. It fllwed fur steps: 1. ELIMINATE A NUMBER OF SITES FROM CONSIDERATION FOR A RANGE OF REASONS On reviewing infrmatin n the Wrld Heritage Sites in all three cuntries (see Appendix II), it became evident that there were a number f sites that wuld nt be gd selectins fr the case studies fr a variety f reasns. The ratinale fr eliminating these sites is described belw; the sites eliminated frm cnsideratin are listed in Appendix III. Nte that sme sites were eliminated fr mre than ne reasn. Sites that have nly recently been designated as Wrld Heritage Sites: These sites are either still getting established frm a management perspective r are expected t have little infrmatin n the types f best practices we are lking fr. All sites inscribed n the Wrld Heritage list in 2010 r later were eliminated fr this reasn. Sites that are nt publicly accessible r get n visitrs: Sites that are nly accessible fr research purpses r that are extremely remte have very few visitrs and lw ptential as turism destinatins. Sites that are very different r unusual: These sites are each generally unique attractins and have little cmparisn t anything available in Canada. Wrld Heritage Sites with multiple lcatins where it wuld be difficult t islate best practices were als included in this list. Sites with Natinal r Internatinal Icnic Status: These are sites that have been internatinally established turism icns fr many years and where the WHS inscriptin has prbably had less f an impact. It is likely that these sites will always attract large visitr numbers and we have cncluded that best practices f relevance t Canadian turism prducts are likely limited. Sites that are incrprated in anther destinatin r cver a brad area: With these sites, it wuld be very difficult t islate practices and impacts assciated with the Wrld Heritage Site frm thse assciated with the destinatin as a whle; as well sme f these sites d nt have a market presence that is separate frm the entire destinatin. Twenty-tw sites were eliminated frm cnsideratin fr the case studies. 2. SELECT SOME REMOTE SITES Remte sites were defined as thse nly accessible thrugh fly-in services, bat r ft r by rad but requiring hundreds f kilmetres f travel thrugh largely unppulated areas. The remte sites appeal t a very limited market, have generally lw visitatin levels and are in areas f small ppulatins. As a result, their turism and ecnmic impacts are much mre limited. Hwever, Canada has a number f such sites and they have increasing appeal t sme markets, particularly internatinal turists. It was 8 P age

16 therefre decided t include tw remte sites, ne in Canada (Wd Buffal Natinal Park) and ne in Australia (Purnululu Natinal Park). 3. SELECT THE CANADIAN SITES BASED ON SEVERAL CRITERIA The ther Canadian case studies were the first t be selected, accrding t the fllwing criteria: Relative cntributin f the site t turism at the destinatin and the ecnmy f the regin Rle f the cmmunity (defined bradly t include residents, First Natins, nt-fr-prfit grups, private sectr) in site management and delivery f visitr services. Respnsiveness t market trends. Visitatin factrs including verall trend and imprtance f turism visitrs Natural vs cultural sites Gegraphic lcatin within Canada Natinal vs prvincial invlvement in wnership/management. The utcme was tw Canadian sites Grs Mrne Natinal Park in Newfundland and Labradr and Head- Smashed-in Buffal Jump in Alberta. 4. SELECT AUSTRALIAN AND UNITED STATES SITES THAT HAVE SOME COMPARABILITY TO THE CANADIAN SITES While Wrld Heritage Sites are by nature unique, the review f all ther Australian and United States sites fcused n selecting a mix f natural and cultural sites that had sme cmparability t the selected Canadian sites. The utcme was tw Australian sites (Kakadu Natinal Park and Willandra Lakes Regin) and tw United States sites (Hawaiʻi Vlcanes Natinal Park and Mesa Verde Natinal Park). 9 P age

17 2.3 THE EIGHT CASE STUDY WORLD HERITAGE SITES The eight Wrld Heritage Sites selected fr the case studies are listed in Table 2 alng with sme basic infrmatin n each. Cuntry & Site CANADA Table 2 The Eight Case Study Wrld Heritage Sites Type f Site, Year f Inscriptin Lcatin Ownership/ Management Reasn fr WHS Inscriptin Grs Mrne Natinal Park Newfundland and Labradr Head-Smashed-In Buffal Jump Alberta Wd Buffal Natinal Park Alberta/Nrthwest Territries AUSTRALIA Purnululu Natinal Park Western Australia Willandra Lakes Regin New Suth Wales Kakadu Natinal Park Nrthern Territry UNITED STATES Mesa Verde Natinal Park Clrad Hawaiʻi Vlcanes Natinal Park Big Island, Hawaii Natural, 1987 Rural Parks Canada Gelgical landfrms inland firds and tablelands Cultural, 1981 Rural Prvince f Alberta Archaelgical site buffal jump embedded in landscape Natural, 1983 Natural, 2003 Natural/ Cultural, 1981 Natural/Cultural, 1981 Rural, but Remte Rural but Remte Rural Rural Parks Canada Western Australia (State) in cllabratin with Indigenus traditinal landwners New Suth Wales and traditinal tribal grups. Mstly private landwners. C-managed by Australian Federal Gvernment and Indigenus traditinal landwners Breal landscape and inland delta with bisn and whping cranes Gelgical landfrms sandstne range Sand frmatins; prehistric archaelgical sites Indigenus rck art; biregin landscapes with multiple and diverse species Cultural, 1978 Rural US Natinal Parks Service Archaelgical site Native American cliff dwellings embedded in landscape Natural, 1987 Rural US Natinal Parks Service Gelgical landfrms - vlcanes 10 P age

18 CHAPTER 3: INSIGHTS FROM THE CASE STUDIES This chapter first prvides an verview f each f the case study sites. It ges n t prvide a cmparative analysis f the sites, fcussing n similarities and differences arund a series f tpics. 3.1 OVERVIEW OF THE CASE STUDY WORLD HERITAGE SITES GROS MORNE NATIONAL PARK, CANADA Lcated in western Newfundland & Labradr, sme 35 km nrth f Deer Lake Airprt, Grs Mrne Natinal Park (GMNP) is an area f dramatic natural beauty muntains, firds, cean castline and bays, plateaus, frests, barrens and wetlands, tablelands and internatinally significant gelgical features. Eight small cmmunities share bundaries with the Park and prvide visitr services and infrastructure. Visitrs can experience utdr adventure hiking, kayaking, wildlife viewing, bat turs, camping and sightseeing, visit tw visitr/interpretive centres, several heritage sites and participate in a range f guided and self-guided learning experiences, all within the Park bundaries. An extensive ffering f culture and entertainment, festivals and visitr amenities are fund in the adjining cmmunities. The park is perated by Parks Canada. Grs Mrne Natinal Park is an icn fr Newfundland and Labradr turism. Arguably, it has played a key rle in the grwth in turism in the prvince ver the past 15 years. Visitatin 6 t the site has increased steadily, reaching 193,000 in 2013/14 and the regin attracts a significant prprtin f all visitrs t the prvince, particularly thse frm the US and verseas. HEAD-SMASHED-IN BUFFALO JUMP, CANADA Head-Smashed-In Buffal Jump (HSIBJ) is an abriginal, archaelgical site lcated in the Prcupine Hills in suthwest Alberta, 180 km frm Calgary. The site cmprises 4,000 hectares f rlling grassland segmented by an immense sandstne cliff, belw which buffal and cultural remains are buried 6 Parks Canada, Parks Canada Attendance: P age

19 10-metres deep. A multi-level Interpretive centre recessed int the bluff prvides exhibits and interpretive infrmatin, a café and gift shp, while walking trails affrd sme limited explratin f the landscape. First Natins interpreters prvide turs, animated prgrams, perfrmances and guided hikes. The site, which is managed by the Alberta Department f Culture and turism, receives visitatin averaging arund 60,000 7 annually, abut half f which is ut-f-prvince turists. WOOD BUFFALO NATIONAL PARK, CANADA Wd Buffal Natinal Park (WBNP) is the largest natinal park in Canada. Lcated n the plains f nrth-east Alberta and suthern Nrthwest Territries, the park is 750 km frm Yellwknife. Frt Smith (ppulatin 2,500) prvides the clsest services, including air access. The 4.48 millin hectares encmpasses the wrld s largest inland delta, at the muth f the Peace and Athabasca Rivers. The site is managed by Parks Canada. WBNP sustains Nrth America's largest ppulatin f wild bisn and is a natural nesting place fr the Pht Credit: Parks Canada; Jhn McKinnn threatened whping crane. It is als a Dark Sky Preserve, with utstanding views f the Aurra Brealis. The park supprts and prtects many unique natural and cultural resurces, frm diverse ecsystems and rare species t the traditinal activities f Abriginal residents 8. The Park ffers utdr activities hiking, camping, caneing, fishing and bating as well as pprtunities t see the bisn, whping crane and many ther species f birds and mammals. Annual visitatin 9 has been in the 1,300 2,000 range ver the past five years. PURNULULU NATIONAL PARK, AUSTRALIA Lcated in Western Australia, 300km suth f Kununurra (ppulatin 4500), Purnululu Natinal Park (PNP) features striking gelgical frmatins called Bungle Bungles surrunded by utstanding utback scenery. Reached by a 52 km dirt rad ff the main highway, it is a star attractin f the regin and in recent years has ne f the icnic destinatins f Australia, featured prminently in state and natinal turism marketing campaigns, Surce: Turism Australia Website 7 Head-Smashed-in-Buffal Jump site management. 8 Parks Canada, 9 Parks Canada, Parks Canada Attendance: ;interviews with site management 12 P age

20 despite nly being discvered in Since independent visitatin requires 4WD vehicles and a degree f self-sufficiency, private tur peratrs play an imprtant rle in prviding transprtatin services, ldging and guiding. The park is pen during the dry seasn nly (April t Nvember), but a large prtin f its territry is clsed ff t the public year rund. Purnululu is wned and perated by the Western Australia Department f Parks and Wildlife. The cre activity is viewing the unique Bungle Bungles frmatins n hikes and frm the air. Several day hiking trails in the park lead t very phtgenic viewpints verlking the icnic beehive-like frmatins. Observing flra and fauna (particularly 130+ bird species) specific t the area is anther activity alng with bushwalking and vernight backpacking. Visitatin t the site has increased steadily in the past 20 years, but has stalled recently. Just under 26, peple visited the site in 2013/14, a significant prtin internatinal visitrs wh are clients f the private peratrs in the park. WILLANDRA LAKES REGION, AUSTRALIA The Willandra Lakes Regin Wrld Heritage Site is lcated in the far western regin f New Suth Wales. The site includes the dry lakebeds f seven frmer lakes and is rich in fssils and glbally imprtant early hm sapien findings. At its heart is Mung Natinal Park, a place f great significance t Indigenus tribes and site f the archaelgical finds f Mung Man and Mung Wman, the wrld s ldest human crematins. Mung Natinal Park is wned and perated by the New Suth Wales gvernment and is the nly area with visitr experiences within the Wrld Heritage Site Regin. The balance f the Wrld Heritage Site is privately wned (primarily used fr sheep grazing) and has n visitr facilities. Willandra Lakes Regin is accessible by car. The nearest cmmunities with an airprt are abut110 km away. High winds and ersin in the area frm rare large sand and clay shapes and dunes; ne f the mst impsing, and a cre visitr attractin, is knwn as the Walls f China. The area hlds great significance t three traditinal tribal grups wh are clsely invlved in the site under a grund-breaking management agreement develped in the mid-1990s. Private businesses, including abriginal businesses, prvide guided experiences. Annual visitatin t Mung Natinal Park is arund 35, and has declined in the past decade. 10 Purnululu Natinal Park site manager. 11 crrespndence with Rd Trwbridge, Chief Executive Officer, Mildura Turism, May P age

21 KAKADU NATIONAL PARK, AUSTRALIA Kakadu is the largest terrestrial park in Australia and is knwn fr bth natural and cultural landscapes. It is ne f six natinal parks managed by Parks Australia. Situated in the Tp End f the Nrthern Territry, the Park receives abut 220,000 visitrs 12 annually and is jintly-managed with Indigenus peples wh wn and lease the land t Parks Australia. At the intersectin f fur biregins, the Park encmpasses a diverse landscape stretching frm cean t sandstne plateaus that includes fldplain, savannah, rainfrest and wdland envirnments. It is recgnized fr a rich and diverse envirnment, pssessing ne-third f bird fauna and ne-quarter f mammal fauna in Australia, 1,600 plant species and the mst freshwater fish species in Australia. It is hme t Abriginal peple with a culture dating back thusands f years and wh still live and wrk n land nw within the Park. Kakadu Natinal Park is the majr attractin in the nrthern regin and is marketed t internatinal turists by Turism Australia as an icnic destinatin. It is a fur-hur drive frm Darwin, the main ppulatin centre and airprt. MESA VERDE NATIONAL PARK, UNITED STATES Mesa Verde Natinal Park is hme t the ruins f ancient Puebl villages representing sme f the bestpreserved cliff dwellings in the wrld. Created in 1906, this archaelgical preserve f almst 5,000 archaelgical sites and 600 cliff dwellings is the largest in the United States. Operated by the US Natinal Parks Service, the site ccupies 81.4 square miles in Clrad in the Fur Crners regin where fur states intersect and where desert meets the Rckies with elevatins ver 7,000 feet. Visitrs are able t explre a variety f cliff dwellings dating frm 600 t 1300 AD and learn abut the Ancestral Pueblan culture frm Park rangers and sme Native American tur guides. The Park can be explred by car, bicycle r n ft. The Park als prvides hiking trails. Cultural prgrams are ffered thrugh the Museums Assciatin. It receives abut a half millin visitrs annually Natinal Park Service Visitr Use Statistics ( 14 P age

22 HAWAIʻI VOLCANOES NATIONAL PARK, UNITED STATES Hawaiʻi Vlcanes Natinal Park (HVNP) is lcated n Hawaiʻi Island, the largest f Hawaii s islands, and is sme 150 km frm the main airprt and turist destinatin area, Kailua-Kna. It includes tw active vlcanes: Kilauea Vlcan the wrld s nly drive-in vlcan and Mauna La Vlcan and is hme t a diversity f plant cmmunities and vegetatin types, with landscapes ranging frm trpical rainfrests t scrub areas. It is als a sacred place fr the Hawaiian peple. HVNP is perated by the US Natinal Parks Service. Visitrs can see, hear, smell and taste the vlcanic activity which is particularly spectacular at night. The Park ffers extensive hiking pprtunities with miles f trails ranging frm shrt strlls thrugh desserts and rainfrest t back-cuntry treks ver rugged lava plains. There is a privately perated htel within the park. Visitatin t the site was almst 1.7 millin 14 in 2014, up 37% since 2009, a mre significant increase than the 28% increase in visitatin t the State verall. Visitatin jumps when ne f the vlcanes is active. 3.2 COMPARATIVE ANALYSIS OF THE CASE STUDY WORLD HERITAGE SITES Tables 3 thrugh 7 prvide a cmparative analysis f the eight case study Wrld Heritage Sites lking at sme f their similarities and differences. The tables are structured as fllws. Fr additinal details n the sites, please refer t Appendix IV. Table 3: Lcatin and Setting Lcatin/Access Destinatin Area Seasnality Table 5: Visitr Prfile Attendance Visitr prfile Market & visitr research Table 7: Marketing Wrld Heritage Site brand/psitining Marketing Scial media Table 4: Visitr Experience Why visit Visitr ffer Length f stay Table 6: Cmmunity Invlvement Rle f nn-prfit Friends Rle f Abriginal grups Rle f private sectr 14 Natinal Park Service Visitr Use Statistics ( 15 P age

23 Table 3 Case Studies Summary: Lcatin and Setting Site Lcatin / Access Destinatin Area Seasnality Grs Mrne Natinal Park Canada Hawaiʻi Vlcanes Natinal Park Kakadu Natinal Park Seasnal but with strng shulder seasn. Many facilities clsed in ffseasn. Head-Smashed- In Buffal Jump Wrld Heritage Site Mesa Verde Natinal Park Wd Buffal Natinal Park Purnululu Natinal Park Willandra Lakes Regin/Mung Natinal Park West cast f Newfundland, 35 km frm Deer Lake airprt. Hawai i (Big) Island is the largest f the Hawai i islands. Site is 3-hur drive frm airprt and main centre. Tp End f Australia utback, 4-hur drive frm Darwin and internatinal airprt. Suthwestern Alberta, 3- hur drive frm Calgary and internatinal airprt. Suthwestern Clrad at Fur Crners, a ppular tur destinatin. Site is a nehur drive frm nearby twns Remte lcatin. Brder f Alberta and NWT, 750 km frm Yellwknife. Lcal airprt at Frt Smith. Main access is by air. Remte lcatin. Western Australia utback 1150 km frm Darwin; requires 52 km drive in 4WD. Relatively remte lcatin. New Suth Wales utback, 110 km frm main airprt. Eight twn sites in r adjacent t the Park ffer a diversity f cultural attractins, dining & ldging. Grs Mrne NP is the primary reginal attractin. Big Island is ne f the main Hawaii destinatins. Limited facilities at the Park but sme services available in nearby cmmunity. Mst visitrs drive ut fr the day frm the cast. Significant cngestin can ccur driving t and at the vlcan. The Park is the primary attractin. The Park is immense with three distinct visitr ndes set far apart and includes a twn site, all ffering dining & ldging. Kakadu NP is the primary reginal attractin. The site is reasnably cmpact. N majr attractins nearby; limited ldging in Frt Macled 18 km away. HSIBJ is a secndary attractin in the regin. Limited ldging & dining n site, but many services utside Park gates and in regin. Many attractins in regin, including Grand Canyn. The Park is immense but nly a little is accessible. Frt Smith near Park entrance ffers sme ldging and dining, as well as a visitr centre; als Frt Chipewyan. Park is nt the primary reginal attractin. N nearby twn r attractins. It is a primary destinatin in regin. Sme ldging/dining utside Park. Is a primary destinatin in regin; n nearby twn r attractins. Ldging and ther services adjacent t park. Visitatin is evenly distributed year-rund. Dry seasn is the best time t visit; access limited during rainy seasn. Internatinal visitrs tend t arrive during the rainy, lw seasn (cincides with nrthern winter). Seasnal. Interpretive Centre is pen by appintment during winter, e.g. fr schl grups. Seasnal. Facilities and rads clsed in winter. Seasnal (summer) but visitr centre pen yearrund. Seasnal. Rads are clsed during rainy seasn. Seasnal. Rads are clsed during rainy seasn. 16 P age

24 LOCATION AND SETTING: CASE STUDIES FINDINGS SIMILARITIES All f the sites are in rural lcatins and tw are very remte. Private tur peratrs ffer transprtatin t all sites except Wd Buffal Natinal Park. This is a new service at Head-Smashed-In Buffal Jump being intrduced in With the exceptin f Hawaiʻi Vlcanes Natinal Park, all f the sites have seasnal visitatin with limited access and clsed facilities during the ff-seasn. DIFFERENCES In cntrast t the ther Case Study sites, Wd Buffal and Purnululu Natinal Parks have remte lcatins difficult t reach, with mre limited visitr amenities and range f activities. Willandra Lakes Regin, which is als relatively remte, cntains a Natinal Park (Mung) within its brders and all visitr activities and amenities are lcated within this park. There are n visitr activities in the rest f the Regin. Because f it is easily accessed by rad, the vlcan at Hawaiʻi Vlcanes Natinal Park is a main attractin fr visitrs t Hawaii, particularly when the vlcan is active, netting it very high visitatin. 17 P age

25 Table 4 Case Studies Summary - Visitr Experience Site Why Visit Visitr Offer Length f Stay Grs Mrne Natinal Park Hawaiʻi Vlcanes Natinal Park Kakadu Natinal Park Experience unique landscapes. Participate in cultural events and festivals in a scenic lcatin. Experience an active vlcan. Explre varied landscapes. Explre rck art. Interact with indigenus peple. Experience diverse wildlife and landscapes. Several discrete visitr ndes ffer a brad array f activities: scenic driving, hiking, bsting, water-based activities; lighthuse turs, music, theatre, strytelling and literary events, exhibits, camping. Ldging/dining available. Drive t the vlcan. Hike, with a ranger r self-guided. Cultural and learning prgrams, exhibits. Limited n-site ldging/dining. Drive, hike, bat, fish, swim. Cultural prgrams and turs. Many ptins fr ldging/dining. Visitrs average 3.6 days. Mst visitrs make a day visit. Visitrs average a 2.8 day visit. Head-Smashed- In Buffal Jump Wrld Heritage Site Mesa Verde Natinal Park Visit interpretive centre. Interact with First Natins peple. Walk landscape. Explre Native American cliff dwellings. Tur museum exhibits; learning and cultural prgrams; hike. On-site café; n accmmdatin. Drive, hike, cycle. Tur exhibits, learning prgrams. Limited n-site ldging/dining. Visitrs spend n average a half-day. Mst visitrs spend a half-day n site. Wd Buffal Natinal Park Purnululu Natinal Park Willandra Lakes Regin / Mung Natinal Park See bisn herds in the breal wilderness. The nly whping crane nesting area in wrld (nt currently accessible t visitrs). Outdr adventure in the last frntier f the Bungle Bungle sandstne range. Interact with indigenus peples. Outdr adventure fcused n sand dunes acrss dry lake bed. Interact with indigenus peples. Outdr adventure: Drive, bat, paddle, fish. Experience Dark Sky. Visitr centre in Frt Smith at Park entrance. Camping available in Park; all ldging/dining is in Frt Smith. Outdr adventure: Hike, helitur, camp, vernight bushwalks; High-end ldging. Many d fly-ver turs withut landing in Park. High-end ec-turism ldging in Park. Outdr adventure: Hike, muntain bike, camp. Activities limited t Mung NP area. Mst visitrs spend less than a day; abut ne-third camp vernight. Mst visitrs stay vernight. Mst visitrs stay vernight. 18 P age

26 VISITOR EXPERIENCE CASE STUDIES FINDINGS SIMILARITIES All sites ffer a cmbinatin f guided and self-guided experiences. All sites ffer smething truly unique and authentic. All f the sites ffer vernight accmmdatin r camping, except Head-Smashed-In Buffal Jump. DIFFERENCES Althugh Grs Mrne Natinal Park is designated a Wrld Heritage Site fr natural values, the destinatin area ffers a strng and varied cultural prgram, which bradens and diversifies the visitr experiences. Head-Smashed-In Buffal Jump is the nly site with a strictly cultural ffer, featuring a museum-style learning experience with First Natins cultural interactins; recreatin is limited. The US Natinal Parks Service limits the range f accmmdatin/dining ptins in Parks n the basis that its cre business is cnservatin and educatin, nt hspitality. The three mre remte sites (Wd Buffal Natinal Park, Willandra Lakes Regin and Purnululu Natinal Park) are difficult t access and appeal t thse seeking wilderness adventure experiences. The average length f visit varies frm a half-day t almst fur days. It is affected by the availability f vernight accmmdatin and the range and nature f activities. 19 P age

27 Table 5 Case Studies Summary - Visitr Prfile Site Attendance Visitr prfile Market & Visitr Research Grs Mrne Natinal Park Hawaiʻi Vlcanes Natinal Park Kakadu Natinal Park Head-Smashed- In Buffal Jump Wrld Heritage Site Mesa Verde Natinal Park Wd Buffal Natinal Park Purnululu Natinal Park Willandra Lakes Regin / Mung Natinal Park ,000+ Trend is upward. Highest visitatin in regin millin; upward trend peaks when vlcan active; is grwing in step with Island visitatin. Visitatin even thrughut year ,000; dwnward trend, attributed t declining internatinal visitrs t Aust ,000; stabilizing trend (dwn frm 85,000 in 2003), but nt maintaining market share cmpared t ther heritage attractins ,000; stable trend thugh dwn frm earlier years ,300; dwn frm 2,000 in 2013 (frest fires in 2014) 2014 abut 26,000; stable trend (up frm 17,000 in 1992) 2014 abut 35,000; dwnward trend Three-quarters are visitrs t NFLD; 22% internatinal; 81% first-time. Tw-thirds are frm mainland US; ppular shre excursin fr cruise ships. Abut 50/50 Australian/internatinal; Park attracts a yunger demgraphic than t regin in general; abut 40% visit with cmmercial tur peratrs. Half frm utside Alberta (cmpared t the regin which attracts 90% in-prvince); 73% first-time. 80% US visitrs; mre internatinal in shulder seasn; 75% first-time. 78% CDN visitrs frm western Canada; 79% first-time. Abut 50/50 Australian/internatinal; mst visit with cmmercial tur peratrs; receives abut 10% f visitrs t the regin. Mstly Australian visitrs abut 5% internatinal. Regular visitr demgraphic and satisfactin surveys; pstal cdes are cllected and used t analyse visitr preferences; Explrer Qutient segmentatin is applied; ecnmic impact estimated in 2009 at $37.6 millin CDN Limited research rely n Big Island DMO fr inf; ecnmic impact estimated in 2014 at $137 millin US. Last majr survey in ; ecnmic impact estimated in 2007 at $15 millin AU; the site targets Experience seekers per Turism Australia s market segmentatin Last visitr survey in 2008; ecnmic impact estimated at $3.5 millin CDN in 2008; pstal cdes captured; nw applying Explrer Qutient segmentatin used by Turism Alberta. Visitatin and accmmdatin usage are tracked mnthly; n recent surveys; ecnmic impact estimated in 2014 at $50 millin US. Last visitr survey in 2011; d nt cllect pstal cdes (visitatin t small) but d emply Explrer Qutient segmentatin; n ecnmic data. Very limited research Very limited research 20 P age

28 VISITOR PROFILE CASE STUDIES FINDINGS SIMILARITIES The vast majrity f visitrs are first-time visitrs and mst are frm utside the regin. Cming up with accurate and cnsistent visitr cunts is a challenge fr the sites. Visitatin t the site tends t be affected by turism t the regin in general. DIFFERENCES Visitatin ranges frm under 2,000 t ver 1.7 millin. Visitr rigins vary frm cuntry t cuntry, as illustrated in Table 5. While all sites d sme visitr research, the nature and frequency varies greatly. The Canadian sites and the federally managed Australian site (Kakadu) undertake mre visitr and market research than the US sites r the state-managed Australian sites, and have adpted innvative segmentatin strategies as a means f understanding visitrs and develping experiences (e.g. EQ) t help drive audience grwth. The US sites are lcated in ppular turism regins with large vlumes f visitrs and/r are easily accessed by large ppulatin bases, resulting in much higher visitatin fr bth Hawai i Vlcanes and Mesa Verde Natinal Parks than fr the Canadian r Australian sites. Relative t the number f dmestic visitrs, the US sites appear t have prprtinately fewer internatinal visitrs than either the Canadian r Australian sites, which may be a functin f the time f year the visitr surveys were undertaken r f the generally much larger American ppulatin. The nly site t be pen and have evenly distributed visitatin year-rund is Hawaiʻi Vlcanes Natinal Park. 21 P age

29 Site Grs Mrne Natinal Park Hawaiʻi Vlcanes Natinal Park Table 6 Case Studies Summary - Cmmunity Invlvement Rle f nn-prfit Friends and Vlunteers Cperating Friends assciatin runs gift shps and cultural prgrams, invlving vlunteers. Friends assciatin perates bk stres and publishing prgram; vlunteer prgram exists fr cnservatin wrk. Rle f Abriginal Grups N appreciable invlvement A sacred site; nging cnsultatin, frmal and infrmal, with the Native Hawaiian peple. Rle f Private Sectr Private utfitters perate bat turs and guided adventures. A third party perates the n-site ldging/dining facility. Kakadu Natinal Park Head-Smashed-In Buffal Jump Wrld Heritage Site Mesa Verde Natinal Park Wd Buffal Natinal Park Purnululu Natinal Park Willandra Lakes Regin / Mung Natinal Park Shrt-term cmmercial vlunturism pprtunities are made available. Nt-fr-prfit assciatin perates visitr services and gift shp. N vlunteers. Friends assciatin perates bk stres and publishing prgram; vlunteer prgram exists fr cnservatin wrk. Sme lcal vlunteers fr special events. Nne apparent. Nne apparent. C-wn and c-manage the Park; deliver cultural prgrams Hired as staff and t deliver cultural prgrams. Sme staff hiring. Legislated cnsultatins with lcal band cuncils cncerning the prtectin f cultural resurces. C-perative management plan with 11 First Natins is currently being develped. Cllabrate in Park management, are n staff and ffer guided experiences. Deliver cultural prgrams. The Park actively slicits private peratrs t prvide guided experiences, ldging & dining. The n-site café is leased t a thirdparty peratr. A third party perates the n-site ldging/dining facility. One private utfitter ffers wilderness experiences. Prvide turs and ldging/dining as well as transprtatin. The Park slicits private peratrs t participate and invest. Prvide a small number f guided experiences. 22 P age

30 COMMUNITY INVOLVEMENT CASE STUDIES FINDINGS SIMILARITIES Sites are all publicly wned. Sites are all perated by natinal r prvincial/state park agencies. Accessing sufficient funds fr capital and perating csts is a challenge. Sites struggle t balance visitr needs with peratinal cnstraints. Sites have management plans, thugh nt all are current. All sites have sme frmal arrangements with the private sectr, thugh the degree and nature f the relatinship varies. Where apprpriate, sites invlve indigenus peple in prgram delivery. DIFFERENCES US sites have access t funds frm the Natinal Parks Service Fundatin. US sites have a set frmula fr retaining earned revenue. Grs Mrne has Principles fr Engaging Cmmunities; als very strng and successful Cperating Assciatin. US, and particularly Australian sites, are mre pr-actively invlved with the private sectr. The Australian park administratins actively slicit private tur peratrs t wn and perate turs and ldging/dining services in the Parks, subject t licensing. The US Natinal Parks Service cntracts ut the peratin f Park-wned ldge/dining facilities and delivery f adventure turs. Bth US and Canadian sites benefit frm the active invlvement f nn-prfit friends assciatins wh invest the revenue generated frm educatinal and cultural prgrams back int the site. Australian park authrities regard lcal abriginal grups as traditinal landwners and either fficially c-manage r actively cllabrate with these abriginal grups n park management. The US and Canadian sites hire lcal abriginal staff fr cultural prgram delivery and ther rles, as apprpriate, but d nt invlve abriginal grups in c-management (thugh Wd Buffal is in the prcess f develping a c-perative management plan.) The Natinal Parks Service cnsults lcal abriginal grups nly in regard t the cnservatin f prtected cultural resurces, as required by law. 23 P age

31 Site Grs Mrne Natinal Park Hawaiʻi Vlcanes Natinal Park Kakadu Natinal Park Head-Smashed- In Buffal Jump Wrld Heritage Site Mesa Verde Natinal Park Wd Buffal Natinal Park Purnululu Natinal Park Willandra Lakes Regin / Mung Natinal Park Table 7 Case Studies Summary - Marketing Wrld Heritage Marketing Site Brand/ Psitining WHA status is prmted in marketing materials WHS is nt prminent in marketing. WHS is prminent in marketing materials. Incrprates WHS int its name and prmtes in marketing materials. WHS is nt prminent in marketing. WHS status is prmted in marketing materials. WHS used in all marketing materials WHS is identified n website and in the limited marketing materials. It is a prvincial icn with very high prfile in N&L Turism. Parks Canada, the reginal DMO and Grs Mrne Cperating Assciatin als prmte. NPS des nt market but DMO des is a key feature that distinguishes the Big Island frm rest f Hawaii. Is actively prmted by Turism Australia t internatinal visitrs as an icnic destinatin. Is the icn fr Nrthern Territry turism. Develped a Brand Strategy in 2008 and Turism Plan in Has lw prfile in Turism Alberta; is a Destinatin Canada Signature Experience fr abriginal experiences; reginal DMO prmtes it as a destinatin n circle drive turs. NPS des nt market but reginal DMO des, as des the Friends assciatin and private-sectr ldging prvider. Parks Canada undertakes sme awareness prmtin; has a limited prfile in bth NWT Turism and Turism Alberta. Western Australia and federal turism bdies prmte t internatinal visitrs; branded as icnic remte Australian destinatin. Limited marketing and little prfile frm state/federal turism bdies; website has gd trip-planning inf and dwnladable park guide. Scial Media Active n scial media channels perated by a third party site, vistigrsmrne.cm. N links n Parks Canada website t scial media channels. Very active n scial media with daily psts and visitr engagement. Active n scial-media channels, managed by Parks Australia. Psts n Facebk every few days; lw Twitter fllwers. Has many Facebk fllwers, psting every few days; accunt managed by the NPS. Very limited scial media presence. Facebk and Twitter fr all Western Australia Parks, nthing specific fr Purnululu Facebk page fr all New Suth Wales parks, nthing specific t Willandra r Mung NP. 24 P age

32 MARKETING CASE STUDIES FINDINGS SIMILARITIES Lead agencies undertake limited marketing awareness, website, media and public relatins. Sites rely n natinal/prvincial/reginal DMOs fr marketing. All sites have websites with trip planning infrmatin. All are invlved with scial media, t varying degrees. The travel trade advertises rganized trips t each f the sites; hwever, the mre accessible the site, the mre numerus and diverse the tur packages. DIFFERENCES Only ne site (Kakadu) has undertaken a site-specific brand strategy. Tw sites (Kakadu, Grs Mrne) are very invlved in destinatin area turism, and have prduced lng term turism plans. Several f the sites (Kakadu, Purnululu, Grs Mrne, Hawaiʻi) benefit frm high-level marketing effrts by prvincial/state DMOs and as a result have becme primary drivers f reginal turism activity. Only the Canadian sites and ne Australian site (Kakadu) highlight the Wrld Heritage Site brand. Parks Canada is the nly agency nt t pst links t scial media channels n its website. Hawaiʻi Vlcanes Natinal Park is by far the mst active n scial media. 25 P age

33 CHAPTER 4: BEST PRACTICES FOR TOURISM AT WORLD HERITAGE SITES 4.1 INTRODUCTION In analysing the factrs f success arund turism at Wrld Heritage Sites, three pints became clearly evident: 1. The internatinal significance f the prtected heritage values Wrld Heritage Sites is at the cre f their appeal t audiences. The prtectin f these values is central t their lngterm sustainability and success. 2. The best practices may be gruped int five intercnnected and interdependent categries: Visin and Cllabratin The Visitr The Prduct The Destinatin Area, and Marketing 3. The five categries perate as a system in supprt f preserving and fstering cnnectin with the Outstanding Universal Value f the Wrld Heritage Site, as illustrated in the graphic. The fcus f the best practices is n ways t mre fully leverage the turism ptential f Wrld Heritage Sites, thereby creating increased ecnmic activity. Under each f these headings, there are a number f best practices. They are summarized in the chart n the next page and then discussed, tgether with examples and illustratins selected frm the case studies. 26 P age

34 Wrld Heritage Sites: Outstanding Universal Value Visin & Cllabratin The Visitr The Prduct The Destinatin Area Marketing Maximizing available funds fr capital prjects and peratins. Having an verall visin and the leadership t implement it. Cllabrating with Friends assciatins, cmmunities and ther nn-prfit lcal rganizatins. Invlving the private sectr in delivering services and prgrams. Cperating with Abriginal stakehlders t enhance the turism ffer. Cllecting statistics and survey data n current visitrs. Understanding demgraphic and market trends and what they mean fr the Wrld Heritage Site. Identifying target markets and their needs and expectatins. Offering a chice and diversity f experiences targeted t visitr interests. Invlving Abriginal peples and/r lcal hsts in the develpment and delivery f prgrams and services. Having up-t-date, well-maintained visitr infrastructure. Having a critical mass f experiences and amenities in the destinatin area. Having gd transprtatin access with ptins. Prviding wayfinding and, as apprpriate, internal transprtatin netwrks. Having a strng brand that cmmunicates the psitining and benefits t target markets. Using the Wrld Heritage Site brand in marketing t create prfile and attract visitrs. Having a strng and cnsistent prfile in destinatin marketing, including icnic images t capture attentin. Having detailed, easy-t-use trip planning infrmatin nline. Having a strng and engaging scial media presence. 27 P age

35 4.2 VISION AND COLLABORATION Fr Wrld Heritage Sites, having a visin is the fundatin fr management plans and strategies. Withut ne it is difficult t set gals and mve frward in a chesive and deliberate manner. While the supprt f turism and ecnmic activity is a mtivatin fr seeking inscriptin, the visin fr a Wrld Heritage Site needs t balance this bjective with the imperative t prtect the utstanding universal natural and/r cultural values f the special place. The case study Wrld Heritage Sites that have develped a frmal visin did s cllabratively with stakehlders landwners, cmmunities, gvernment, abriginal peples and scientists as well as site wners and managers. At Wrld Heritage Sites where turism and ecnmic develpment are key mtivatins, it is als imprtant t have an verall visin fr turism in the destinatin area. These visins recgnize that successfully develping an internatinal turism destinatin takes staying pwer ver a lng time, and attentin t a wide range f issues. Again, these turism visins have been develped cllabratively with cmmunities, the private sectr and ther stakehlders. Cllabratin at all levels becmes crucial t achieving these visins. Where they have been successful, gvernment agencies at different levels have been n-side with plicies, regulatins, funding prgrams and strategies, and cmmunities (in the bradest sense) have fully embraced turism and its implicatins. BEST PRACTICES: VISION AND COLLABORATION Maximizing available funds fr capital prjects and peratins Having an verall visin and the leadership t implement it Cllabrating with Friends assciatins, cmmunities and ther nnprfit lcal rganizatins Invlving the private sectr in delivering services and prgrams Cperating with Abriginal stakehlders t enhance the turism ffer. At its mst fundamental, achieving a visin is abut having enugh mney and the right peple t get the jb dne MAXIMIZING AVAILABLE FUNDS FOR CAPITAL PROJECTS AND OPERATIONS. Mst Wrld Heritage Sites (including all but ne f the case studies fr this research) are wned and/r managed by gvernment at either the federal/natinal r state/prvincial level. With increasing pressures n the public purse ver the last twenty years, cre funding levels have declined. Aging infrastructure and increasing perating csts cmbined with higher visitatin levels and a mre demanding custmer mean that sites are frequently challenged t keep up with what needs t be dne. 28 P age

36 Opprtunities t maximize the funds available fr capital prjects and peratins vary frm site t site and by jurisdictin. Hawaiʻi Vlcanes Natinal Park utilizes a variety f methds t maximize funding, as described in the illustratin. Generally, practices fr maximizing funding r cntaining csts include: Increasing revenue earned (and retained) n-site. This can be prblematic given gvernment plicies arund setting prices and retaining revenue. Cmmn appraches that have been used within Wrld Heritage Sites include: Have a Friends rganizatin that perates revenue-generating services (e.g. gift shp, fd service) with mnies earned being used fr special prjects. Cntract with the private sectr r nn-prfit grups t deliver services. Using Friends rganizatins t raise mney frm ther surces (ther gvernment agencies, dnatins, spnsrships and ther kinds f fundraising) that is then used fr capital r perating prjects. Using vlunteers t deliver services and prgrams. Surcing mney directly thrugh Fundatins, such as the Natinal Parks Fundatin in the US. Cntracting with the private sectr t build and/r perate visitr infrastructure. Illustratin: Hawaiʻi Vlcanes Natinal Park, US Like many gvernment-run agencies, Hawaiʻi Vlcanes Natinal Park is allcated cre funding frm the federal gvernment but it is nt sufficient fr their capital and perating needs. The Park wrks t maximize the funds it has available thrugh a variety f means: Applying fr prject-specific grants thrugh the US Natinal Parks Fundatin the fficial Charity f the US Natinal Parks. In 2013, the Fundatin raised $23 millin in supprt f US Natinal Parks and invested $16 millin in grants amng dzens f parks, prgrams and Friends grups. The Park retains 80% f its earned revenue n-site with the balance ging t a general Natinal Parks Service fund that helps supprt parks with n fees. Site admissin fees (the primary surce fr earned revenues) are regulated natinally but a recent plicy decisin t gradually increase fees ver several years will prvide significant additinal funds. The Friends f Hawaiʻi Vlcanes Natinal Park fundraises, accesses gvernment grants and earns prgram fees t supprt park initiatives. One f these is an annual $500,000 Park Ranger Yuth Internship Prgram. This rganizatin als crdinates 40 50,000 hurs per year f vlunteer time which is invaluable t the Park. The Park can als apply fr prject funds thrugh ther gvernment agencies. Direct allcatin f funds in light f Wrld Heritage Site inscriptin - In Australia, the federal gvernment prvides sme limited annual funding (AU $250,000) t Wrld Heritage Sites. Findings frm the Case Studies: Grs Mrne Natinal Park & Hawaiʻi Vlcanes Natinal Park have Friends rganizatins that perate services n-site, with the funds generated used fr special prjects. 29 P age

37 Mesa Verde Natinal Park, Hawaiʻi Vlcanes Natinal Park, Grs Mrne Natinal Park, Purnululu Natinal Park, Kakadu Natinal Park & Head-Smashed-in Buffal Jump all have private r nt-fr-prfit rganizatins invlved in delivering services t varying degrees. Hawaiʻi Vlcanes Natinal Park, Mesa Verde Natinal Park and Grs Mrne Natinal Park have Friends rganizatins that raise mney frm varius surces fr prjects, and/r crdinate vlunteer help fr initiatives. Purnululu Natinal Park has cntracted with the private sectr t build and perate accmmdatin infrastructure HAVING AN OVERALL VISION AND THE LEADERSHIP TO IMPLEMENT IT. As nted in the intrductin, having an verall visin is crucial. The visin is fundatinal t the site management plan which, amng ther things, usually includes a plan fr visitr experiences and relatinships with nearby cmmunities. Since experiences and amenities in the destinatin area are key t maximizing turism and ecnmic impacts, a turism visin fr the entire area is als imprtant. The turism visin needs t be aligned with the site visin and established cllabratively with the turism industry, lcal cmmunities, ther gvernment agencies, and stakehlders. Kakadu Natinal Park has emplyed this prcess, as illustrated. Having a strng visin is the beginning. The leadership t implement it is a secnd, equally imprtant factr. This includes leadership frm the site itself and als frm within the surrunding cmmunities and turism industry. The Wrld Heritage Site, as the cre attractin, is in a psitin t prvide leadership t guide all the partners in wrking t achieve a cmmn visin. Illustratin: Kakadu Natinal Park, AU A plan entitled Walking t the Future Tgether a Shared Visin fr Turism in Kakadu Natinal Park was cmmissined by the Kakadu Bard f Management and the Gvernments f Australia and the Nrthern Territry. The prject required the team t Develp a shared visin fr turism in Kakadu Natinal Park. The visin must repsitin Kakadu Natinal Park as a unique destinatin with exceptinal natural and cultural attributes; it must be effectively wned by key stakehlders and capture the public imaginatin. The Visin and its brand psitining were t prvide a strategic platfrm t take Kakadu turism frward and t feed int the subsequent management plan. After an extensive prcess including cllabratin and cnsultatin with a wide range f cmmunities, the Visin agreed t was: Kakadu Natinal Park is ne f the great Wrld Heritage Parks, recgnised universally as a place with... a living Abriginal culture hme t the Bininj/Mungguy; extrardinary natural landscapes and a rich variety f plants and animals; enriching and memrable experiences fr visitrs; a strng and success partnership between Traditinal Owners, gvernments and the turism industry, prviding wrld s best practice in caring fr cuntry and sustainable turism. Surce: Kakadu Walking t the Future Tgether, February P age

38 Site staff als has knwledge and access t resurces that can help build capacity within the cmmunity. Findings frm the Case Studies: Kakadu NP prduces a management plan every seven years that sets ut lng-term gals. It is develped in cnsultatin with stakehlders, partners and the public. Grs Mrne NP was a leader, wrking with ther stakehlders, in preparing the Viking Trail Sustainable Turism Accrd, which set the scene fr the develpment f turism in the regin COLLABORATING WITH FRIENDS ASSOCIATIONS, COMMUNITIES AND OTHER NON- PROFIT LOCAL ORGANIZATIONS. Lng term cllabratin with lcal cmmunities and nn-prfit assciatins such as Friends rganizatins can g a lng way t making a Wrld Heritage Site successful. Lcal cmmunities that are supprtive f the Wrld Heritage Site and actively engaged with the site are partners in its success. As partners, they are mre likely t wrk tgether t develp and implement strategies t address issues, whether they are related t the lng term prtectin f the resurce r t managing turism and creating ecnmic activity. Grs Mrne Natinal Park has established strng cmmunity relatinships, as illustrated. Cmmunities and Friends rganizatins can be invaluable in advcating and building public and media supprt in ways that are nt pssible fr gvernment agencies. They can als access funds frm ther gvernment agencies fr site-related prjects, and facilitate the participatin f the private sectr and ther nt-fr-prfit grups in strengthening the site and the destinatin area. Illustratin: Grs Mrne Natinal Park, CAN Grs Mrne Natinal Park has a set f Principles fr Engaging Cmmunities: Seek First t Understand the Lcal Cmmunities Be a Gd Citizen and Neighbur Celebrate Wh We Are Gd Cmmunity Relatins Invlve All Staff Keep Prmises, Cme thrugh n Cmmitments Be Practive Dn t Wait t be Asked Build a Strng Partnership with Cmmunities The Park has a strng relatinship with its adjining cmmunities, establishing a Mayr s Frum in Jint wrking grups frm the Park and the cmmunities wrk tgether t develp strategies t address issues using a cllabrative apprach. The Park s Friends rganizatin the Grs Mrne Cperating Assciatin earns revenue and surces funding t enhance visitr activities and cnservatin prgrams at the Park. They have als been instrumental in building and nurturing partnerships with cmmunity grups and the private sectr t strengthen the destinatin area. Findings frm the Case Studies: Mesa Verde NP relies n its Friends grup (Mesa Verde Museums Assciatin) t manage retail peratins, a publishing prgram and educatin prgrams, funded thrugh earned revenues. 31 P age

39 The Friends f Hawaiʻi Vlcanes NP delivers custmized guided prgrams using vlunteer leaders and runs nightly prgrams fr n-site htel guests. Visitr services at Head-Smashed-In Buffal Jump are delivered by a lcal nn-prfit histrical assciatin that funds visitr peratins thrugh admissins and prgram fees. Head-Smashed-In Buffal Jump hires and invests in building the capacity f members f the lcal Blackft First Natin INVOLVING THE PRIVATE SECTOR IN DELIVERING SERVICES AND PROGRAMS. The private sectr has mre peratinal flexibility than gvernment agencies, can generally react much mre quickly, and be pr-active n issues. They are mre nimble and less-restricted, particularly when it cmes t marketing and staffing, and usually mre cst-efficient. One f the key features f arrangements with the private sectr are clearly established perating and perfrmance guidelines. There are varius appraches t invlving the private sectr in Wrld Heritage Sites. The mst basic is permitting private peratrs t deliver prgrams t their custmers using the infrastructure f the Wrld Heritage Site. Others include: Cncessin arrangements whereby the private sectr delivers select visitr services, smetimes including the necessary infrastructure, fr an agreed upn fee, under clearly established perating and perfrmance cnditins. This culd be fd and beverage services, accmmdatins r visitr experiences. Illustratin: Purnululu Natinal Park, AU At Purnululu Natinal Park, sixty-seven cmmercial peratrs are licensed t cnduct business in the park. Fur peratrs have a physical presence within the Park ne prvides helicpter turs and an airstrip, the thers accmmdatins a ldge and campgrunds. One f the campgrunds, Belburn, has luxury, safari tentstyle accmmdatins with en-suite baths, ht shwers, gurmet meals, beds and linens priced at AU$200 - $700 per night in a remte, wilderness utback setting. The Belburn camp was established thrugh Western Australia s Naturebank initiative, a prgram jintly managed by the Department f Envirnment and Cnservatin and Turism Western Australia. Naturebank facilitates pprtunities fr private develpers t create exceptinal experiences that prvide visitrs with an appreciatin f natural and cultural values. Gvernment des pre-release wrk t btain develpment clearances and then invites Expressins f Interest frm the private sectr; shrtlisted prpnents are invited t submit full prpsals. The successful bidder is ffered a lease with scial and envirnmental perfrmance clauses. Lease cnditins reflect the level f capital investment required and the perating risk; they may als include preferred access t certain park services. Licencing selected private peratrs t deliver prgrams t their custmers in the Wrld Heritage Site, restricting access t nly thse peratrs wh are licenced. Again, sme srt f fees alng with perating and perfrmance cnditins wuld apply. 32 P age

40 Permitting (and actively encuraging and/r supprting) the private sectr t develp and perate significant visitr infrastructure within the site, smething that cannt be dne by the site itself. This wuld either fill an identified need r pen up new markets, again with sme srt f fees and perating and perfrmance cnditins. At Purnululu Natinal Park in Australia, there has been a pr-active effrt t invlve the private sectr nt nly in delivering prgrams and experiences within the Park, but als in develping and perating visitr infrastructure as described in the illustratin n the next page. Findings frm the Case Studies: Grs Mrne NP has a cncessin arrangement with the private business that perates bat turs n Western Brk Pnd. Mesa Verde NP utsurces all hspitality services t a majr crpratin that als handles bking and packaging f these visitr amenities. This cmpany prvides similar services at ther US Natinal Parks. At Kakadu NP, a significant prtin f visitrs arrive with private tur peratrs. Purnululu NP has 67 cmmercial peratrs licensed t cnduct business in the park. At Hawaiʻi Vlcanes NP, the n-site htel is perated by the private sectr COOPERATING WITH ABORIGINAL STAKEHOLDERS TO ENHANCE THE TOURISM OFFER Many Wrld Heritage Sites are n land that has traditinal wners r is f majr cultural significance t Indigenus peples. In sme cases a legally binding agreement gverns relatins between gvernment and Indigenus grups cncerning the management f the Wrld Heritage Site, as is the case at Willandra Lakes Regin (see illustratin n the next page). In ther cases the relatinship is much less fficial r structured. Regardless f the frmality f the arrangement, it is generally in the interest f turism develpment t engage and invlve abriginal stakehlders in the turism experience f the site. Many turists particularly internatinal expect a first-hand experience f traditinal abriginal culture when they Illustratin: Willandra Lakes Regin, AU Willandra Lakes Regin WHS is different frm the ther case study sites in that it includes extensive private landhldings as well as a Natinal Park (Mung). It is gverned by a cmprehensive Plan f Management prepared in 1996 after a grund-breaking cllabrative planning prcess invlving the three Traditinal Tribal Grups wh ccupied the lands, private landwners, cmmunities, scientists and gvernment. The three Tribal Grups share management decisins within the Wrld Heritage Site area thrugh a jint Elders Cuncil. Members f this Cuncil are als invlved n the Advisry Cmmittee fr Mung Natinal Park and have a lt f input int hw the Park is managed frm bth an envirnmental and turism perspective. Each schl hliday perid, ne f the three Tribal Grups runs the Discvery Guided Tur prgram at this Park. 33 P age

41 visit an abriginal site, even if the reasn fr designatin relates t practices far in the past. The invlvement f abriginal peple in prgram delivery can enhance the visitr experience by helping t animate and bring t life an therwise static archaelgical resurce; hwever, the nature f this animatin must be decided jintly with the abriginal stakehlders. Wrld Heritage Sites can be instrumental in bringing psitive emplyment pprtunities and ecnmic develpment t lcal abriginal cmmunities. First, they can hire lcal First Natins as staff, bth fr prgram delivery and general site management. Secnd they can help t build the capacity f lcal entrepreneurs t prvide turism services in the destinatin area. Findings frm the Case Studies: At Willandra Lakes Regin, nt nly are Traditinal Tribal Grups actively invlved in cmanagement, they als share the delivery f guided experiences at Mung Natinal Park. Wd Buffal NP is in a prcess t develp a cperative management bard invlving First Natins grups that have an interest in the site. At Kakadu NP, invlvement f the Bininj/Mungguy peples in the visitr experience is fundamental t the site s visin and guiding principles. At Purnululu NP, three ut f fur park rangers are members f the indigenus Abriginal cmmunity. At Head-Smashed-In Buffal Jump, members f the lcal Blackft First Natin cmprise a significant prtin f the verall staff cmplement. 4.3 THE VISITOR The success f a Wrld Heritage Site as a turist attractin begins with the visitr - Are they visiting? Are they returning? Are they spending? Are they satisfied? Have they had a gd time? these are the fundamentals that measure the success f the turism industry and drive it twards excellence. Peple are drawn t a Wrld Heritage Site nt just because f its wrld-class star pwer but als because the place aligns with their interests. And they cme away satisfied when it meets r exceeds their expectatins, prviding a psitive experience that hpefully prvides reasn t return. Several best practices were identified that g int achieving this alignment between the Wrld Heritage Sites turism prducts and visitr satisfactin, and it starts with, knwing the custmer. BEST PRACTICES: THE VISITOR Cllecting statistics and survey data n current visitrs Understanding demgraphic and market trends and what they mean fr the Wrld Heritage Site Identifying target markets and their needs and expectatins. 34 P age

42 4.3.1 COLLECTING STATISTICS AND SURVEY DATA ON CURRENT VISITORS The mst basic indicatr f a Wrld Heritage Site s perfrmance as a turism destinatin is the number f visitrs and hw this number cmpares ver time and with ther reginal turist attractins. It s gd practice t have a system in place t reliably cunt visitrs that enter the site and, ideally, t track where they g and what they d. This data enables the pltting f visitatin trends ver time, infrms peratins (e.g. adjusting fr peak visitatin) and can als be used t cmpare results against cmpetitrs. Beynd a head-cunt, Wrld Heritage Sites can benefit frm knwing generally wh their visitrs are, why they came and what they re lking t experience. The mst basic type f infrmatin t cllect is demgraphic, generally captured at pint-f-sale r thrugh n-site surveys that capture the age and place f rigin f the visitr. Add t this grup size, the reasn fr the visit and patterns f use Illustratin: Parks Canada Pstal Cde Data Capture, CAN Parks Canada cllects data n visitrs in diverse ways. First, it captures the number, age and grup size f visitrs at pint-fentry. Secnd, it cnducts a frmal visitr survey every few years aimed at learning mre abut the visitr, mtivatins and levels f satisfactin, learning and enjyment. Finally, it has implemented an innvative pint-f-sale system at mst f its lcatins including Grs Mrne Natinal Park (Wd Buffal Natinal Park has t few visitrs) that enables the cllecting f pstal and zip cde infrmatin. By crss-referencing this infrmatin with a prprietary database called Prizm C2, Parks Canada analysts are able t learn a great deal abut the habits and interests f visitrs based simply n the neighburhd in which they live. This indepth infrmatin is then used by a site t infrm the develpment f prducts and prgrams, as well as the best marketing media t emply. within the site (services used and activities undertaken), and site management will be equipped with key infrmatin that can be used t identify trends and t infrm peratins and the planning f prducts and prgrams. Parks Canada has methdlgies in place t achieve this, as described in the illustratin n the previus page. Wrld Heritage Sites that undertake peridic visitr surveys have the added benefit f being able t mnitr levels f satisfactin, learning and enjyment, as well as t slicit feedback n imprvements that culd enhance the visitr experience. Feedback is als easily acquired thrugh cmment cards and n-line custmer review sites, which shuld be regularly mnitred and, as pssible, acted upn. Findings frm the Case Studies: Mesa Verde NP cllects and publishes visitr attendance and n-site accmmdatin use n a mnthly basis. Grs Mrne NP and Wd Buffal NP cnduct extensive summer visitr surveys abut every five years and prduce VIP (Visitr Infrmatin Prgram) reprts that include a cmparisn t earlier surveys. 35 P age

43 Turism Nrthern Territry (Australia) publishes detailed quarterly statistics n visitrs t Kakadu NP UNDERSTANDING DEMOGRAPHIC AND MARKET TRENDS AND WHAT THEY MEAN FOR THE WORLD HERITAGE SITE. The data cllected n current visitrs gives a snapsht f wh s visiting the Wrld Heritage Site right nw. But, what abut thse wh chse nt t visit? Wh else might be attracted t visit if different pprtunities were made available; and what expectatins will visitrs bring t their visit in the future? T aid in the planning f prducts, prgrams and peratins, sme Wrld Heritage Sites undertake research s as t knw the trends and circumstances that culd influence visitr chices and preferences int the future. This includes demgraphic changes as well as scial, technlgical and ecnmic factrs. Head-Smashed-In Buffal Jump cnsiders such research, as illustrated. Fr example, while baby bmers (age 55+) currently accunt fr the largest segment f Wrld Heritage Site visitrs, their Millennial ffspring represent the next generatin f visitrs. Many Wrld Heritage Sites are realizing they must adjust their prgrams t accmmdate the needs and expectatins f this yung chrt brn int a digital wrld that assumes 24/7 media and scial cnnectivity. At the same time they need t accmmdate the needs f their aging visitrs, fr example by prviding hard-sided camping ( glamping ) ptins such as the O Tentik that Parks Canada recently intrduced at Grs Mrne Natinal Park as well as at ther parks it manages acrss the cuntry. A trend within the cnsumer ecnmy that has had great impact n the turism industry in the past decade is the emphasis n custmized prducts and experiences. Translated t a Wrld Heritage Site, where static interpretive presentatins and guided turs were nce the standard, visitrs are increasingly lking fr dynamic and immersive experiences invlving active hands-n interactin and scial sharing. Turists have cme t expect chice just as they have in their shpping, dining and entertainment pursuits. Findings frm the Case Studies: Kakadu NP has drawn n extensive market research undertaken by Turism Australia and Turism Nrthern Territry, Illustratin: Head-Smashed-In Buffal Jump WHS, CAN Visitatin at Head-Smashed-In Buffal Jump has nt kept pace with ther turism attractins in the regin and site management has been analysing why. Sme f this decline appears t stem frm nt meeting the needs f visitrs. Fr example, ne large visitr segment has been Americans travelling in recreatinal vehicles wh wuld camp nearby and make an excursin t the Wrld Heritage Site. That campgrund clsed dwn, hwever, s the RVs began parking at HSIBJ. But, gvernment regulatins frbid vernight parking and nce the ban came int effect the site saw an immediate drp in visitatin. Anther example pertains t family audiences. The site recgnizes that it needs t ffer mre dynamic hands-n activities t satisfy this imprtant target market and s is intrducing new immersive prgrams this summer that engage visitrs in the experience f traditinal Blackft culture. 36 P age

44 t infrm their Turism Master Plan. Hawaiʻi Vlcanes NP is lking at new ways f reaching ut t yunger markets and changing methds f delivering prgrams s as t cnnect with these markets IDENTIFYING TARGET MARKETS AND THEIR NEEDS AND EXPECTATIONS. We live in a data driven wrld and ne f the benefits fr the turism industry is a better understanding f cnsumer behaviur regarding travel and turism. Infrmatin-rich databases have spawned prprietary market segmentatin tls, sme f them emplyed at Wrld Heritage Sites. As at any turism attractin, Wrld Heritage Sites must make careful decisins abut where best t invest their capital and peratinal budgets. It is unrealistic t think a site can hld equal appeal and value fr all peple, s it is prudent t identify thse market segments with the greatest ptential and fcus effrts n attracting and satisfying them. As already nted, cnsumer tastes evlve and if Wrld Heritage Sites are t cmpete in the turism sectr they need t be aware f and respnsive t these changes. By using market segmentatin tls t prvide insights int the needs and expectatins f target markets, Wrld Heritage Sites will be well equipped t facilitate experiences that are bth psitive and memrable, in turn helping the site t succeed as a turism attractin. Kakadu Natinal Park has adpted such an apprach, as described in the illustratin n the next page. Findings frm the Case Studies: Destinatin Canada (frmerly knwn as the Canadian Turism Cmmissin) licenses Explrer Qutient (EQ) t bth Parks Canada and Turism Alberta fr the benefit f their sites. Turism Australia has similarly intrduced a market segmentatin tl that Parks Australia emplys at sites such as Kakadu NP, as described in the illustratin belw. Illustratin: Kakadu Natinal Park, AU Deriving frm its Management Plan, Kakadu Natinal Park elabrated a Turism Plan t infrm visitr-experience planning frm Emplying Turism Australia s market segmentatin tl, site managers identified experience seekers as the target market that best matches the current and ptential experiences Kakadu has t ffer and that can deliver the best utcmes fr the Park. This glbe-trtting segment is characterized by an interest in being enriched by culture and landscape, and t seek inspiratin and self-discvery as well as recreatin, adventure and relaxatin. T meet the needs f, and encurage this segment t spend mre nights in the Park, the site planned t develp a suite f experiences and facilities aimed at fstering cnnectin with the land and its peple; reflecting the natural diversity f the Park, Indigenus culture, and the Bininj calendar f seasns; and enabling interactin with the Indigenus clan grups. 37 P age

45 4.4 THE PRODUCT Wrld Heritage Sites have been designated by UNESCO as internatinally significant fr their utstanding universal natural r cultural values. Thrugh their inscriptin, Wrld Heritage Sites are prtected and cnserved fr future generatins. The prducts and experiences ffered must therefre, first and fremst, ensure the integrity f the cultural r eclgical resurce. At sme sites, the authentic features and values that have earned them UNESCO prtectin are prducts in their wn right, and require little prgramming r elabrate infrastructure t ensure a quality visitr experience and justify a visit (fr example, Hawaiʻi Vlcanes Natinal Park where the active vlcan is the cre experience). Hwever, if the Outstanding Universal Value is nt as evident fr example, the significance f Head-Smashed-In Buffal Jump resides in buried archaelgical evidence but the site has a turism and/r ecnmic develpment mandate, then strng prgramming can create appealing experiences that will attract visitrs, extend the length f stay and encurage repeat visitatin. BEST PRACTICES: THE PRODUCT Offering a chice and diversity f experiences targeted t visitr interests Invlving Abriginal peples and/r lcal hsts in the develpment and delivery f prgrams and services Having up-tdate, well-maintained visitr infrastructure. At the same time, it is imprtant that the prducts and experiences ffered respnd t market trends changing demgraphics and interests, and expectatins fr meaningful, hands-n experiences rather than static displays OFFERING A CHOICE AND DIVERSITY OF EXPERIENCES TARGETED TO VISITOR INTERESTS Visitrs t Wrld Heritage Sites have a wide range f mtivatins fr their visit alng with varying interests and expectatins. Fr sme, it is sufficient simply t drive thrugh and feast n the natural beauty f the place withut making use f services r prgrams. Others want t linger and mre fully experience what the site has t ffer. Wrld Heritage Sites that build n their cre values and authenticity t create a chice and diversity f experiences, prviding visitrs with the pprtunity t immerse themselves in the resurce and t experience it in ways that suit them, will have greater success as turism destinatins. Grs Mrne Natinal Park is an excellent example f this best practice, as discussed in the illustratin. Offering a diversity f experiences that respnd t visitr interests can have many impacts: Impart knwledge and learning abut the site, its natural r cultural envirnment and what makes it special. Encurage lnger stays at the site (r clse enugh t experience the site n multi-ccasins). 38 P age

46 Lnger stays translate int greater turism and ecnmic impacts. Nte that this requires planning by visitrs s having gd pre-trip planning infrmatin n what there is t see and d and hw lng a stay is necessary becmes essential. Open up the site t mre visitrs such as thse wh might nt cnsider the cre feature f interest, r thse wh have been befre but return fr anther experience. Again, this translates int greater turism and ecnmic impacts. Result in greater visitr satisfactin - within individual visitrs and within grups f visitrs with different interests. Thrugh n-line reviews and wrd f muth prmtin, this als can cntribute t greater turism and ecnmic impacts. Illustratin: Grs Mrne Natinal Park, CAN Grs Mrne Natinal Park is an industry leader in hw best t identify and develp experiences that respnd t the interests f visitrs. The prcess began with the identificatin f target markets using EQ (Explrer Qutient), the innvative market segmentatin tl based n the science f psychgraphics ( develped by Destinatin Canada and licensed t Parks Canada. EQ helps better understand the mtivatins and needs f visitrs and what types f experiences interest them resulting in mre targeted fferings matched t the needs and interests f visitrs. With knwledge f the Park s primary EQ targets, a Visitr Experience Opprtunities Cncept (VEOC) prcess invlved extensive brainstrming with stakehlders frm within and utside the Park, t identify and develp experiences that matched these segments. One f the cncepts that emerged is The Red Chairs Experience Prgram. This prgram encurages visitrs t seek ut the Red Chairs, strategically placed at landscape viewpints t enhance their explratin f the site and t share their experience thrugh scial media. The Red Chairs have prven s ppular they are nw in many Parks Canada sites acrss the cuntry. Wrld Heritage Sites shuld als cnsider harnessing mbile technlgy as a means f diversifying the visitr experience and cnnecting with new audiences. Augmented Reality (a live direct r indirect view f a physical, real-wrld envirnment whse elements are augmented (r supplemented) by cmputergenerated sensry input such as sund, vide, graphics r GPS data; Surce: Wikipedia.) is ne such example that can allw visitrs t have a mre in-depth, self-guided experience. Findings frm the Case Studies: Wd Buffal NP has identified an pprtunity t ffer unique and special experiences related t the endangered Whping Crane, t internatinal birding markets, thereby attracting a new market t the site. Mesa Verde NP recmmends a selectin f things t d, essentially itineraries, accrding t the time available fr visiting the park. Head-Smashed-In Buffal Jump has identified its primary visitr segments using EQ prfiles. 39 P age

47 4.4.2 INVOLVING ABORIGINAL PEOPLES AND/OR LOCAL HOSTS IN THE DEVELOPMENT AND DELIVERY OF PROGRAMS AND SERVICES. Many Wrld Heritage Sites, bth cultural and natural, are imprtant t First Natins/Native Americans/ Abriginal/Indigenus peples and/r are n traditinal lands. These peples are inherently vested in these sites, sme f which are sacred places r pssess imprtant cultural significance. When the Abriginal values f a Wrld Heritage Site are integral t the UNESCO Statement f Significance, it becmes much mre critical that Abriginal peples be the nes t tell the stries f these sites. Visitrs, particularly thse frm internatinal markets, have a strng interest in learning abut traditinal cultures and persnally cnnecting with Abriginal peples. Sites that invlve Abriginal peples in prgram delivery, first-persn interpretatin and Illustratin: Head-Smashed-In Buffal Jump WHS, CAN Experiencing the majestic landscape and the site where bisn were herded ver the edge f high cliffs at Head- Smashed-In Buffal is enriched by ne-n-ne interactin with First Natins peple. Members f the lcal Blackft cmmunity are actively invlved in the peratin f the site. Abut 75% f the staff, bth seasnal and full-time is frm the Blackft cmmunity, and mst f the visitr services staff is Blackft. These staff greet visitrs and prvide an rientatin. They als deliver a 45 minute interactive prgram which is ne f Destinatin Canada s Signature Experiences. Other First Natin s cultural experiences, such as drumming and dancing are ffered regularly, alng with ccasinal sleep-vers in teepees. animatin are able t ffer mre authentic experiences that bth meet visitr expectatins and respect the cultural values f the site that earned it its Wrld Heritage List inscriptin. At Head-Smashed-In Buffal Jump, First Natins peples are extensively invlved in prgram delivery, as described in the illustratin. Invlving lcal hsts peple frm nearby cmmunities in prgram delivery similarly enriches the visitr experience by enabling first-hand, infrmal cntact with lcal peples and culture regardless f ethnicity. Findings frm the Case Studies: At all three Australian sites Kakadu NP, Purnululu NP and Willandra Lakes Regin, Abriginal peple frm traditinal tribal landwners are actively invlved in prgram delivery, either as staff r thrugh business that deliver guided experiences. At Hawaiʻi Vlcanes NP, a site that is sacred t native Hawaiians, traditinal cultural experiences are ffered t visitrs. At Head-Smashed-In Buffal Jump turs and prgrams are delivered by lcal Blackft peple. 40 P age

48 4.4.3 HAVING UP-TO-DATE, WELL-MAINTAINED VISITOR INFRASTRUCTURE. Turism markets generally have becme hard t please and visitrs t Wrld Heritage Sites appear t be n exceptin. Keeping visitr infrastructure up-t-date and with expected services is an imprtant element f visitr satisfactin. Basic infrastructure such as rads and bridges, tilets and campgrund facilities is fundatinal t the visitr experience and is fr the mst part taken fr granted. Fr example, rads enable explratin f a park and access t viewpints, campgrunds enable vernight experiences, and visitr centres prvide infrmatin and ther Illustratin Mesa Verde Natinal Park, US Mesa Verde pened a brand new Visitr and Research Center in This LEED (Leadership in Energy and Envirnmental Design) certified building replaced an aging facility and serves as the primary pint f entry fr rienting visitrs t experiences within the Wrld Heritage Site. It als huses state-f-the-art research and strage facilities fr the Park s archives. It prvides exhibits n the site and the Ancestral Puebl peple, as well as n its wn energy saving and sustainability features. A bkstre, washrms and free Wi-Fi are als fund at the Center. services. Hwever, any infrastructure has a life span and It is when these netwrks and facilities are nt present r in gd cnditin r wrking rder that they can end up figuring negatively in a visitr s takeaway memry. In tday s cnnected wrld, expected services usually include Wi-Fi access. Visitr centres are ften expected t emply the latest media in interpretive presentatins. Mesa Verde Natinal Park has addressed these issues with a new interpretive facility, as illustrated. With the grwing ppularity f versize recreatinal vehicles, pressure is n Wrld Heritage Sites t cnfigure campsites and radside scenic viewpints t accmmdate these vehicles. Keeping services and infrastructure such as these up t date and in gd cnditin can be extremely cstly fr a Wrld Heritage Site but must, nevertheless, be factred int peratins. Sme sites in the US have invlved the private sectr in their effrts t ensure up-t-date visitr infrastructure. Findings frm the Case Studies: At Hawaiʻi Vlcanes NP the n-site htel, Vlcan Huse, was ttally renvated and refurbished in 2013 t keep up with visitr expectatins. Bth Hawaiʻi Vlcanes NP and Mesa Verde NP are lking at hw t cnfigure rads and viewing areas t accmmdate visitr traffic, in cars, n ft and by bike. 41 P age

49 4.5 THE DESTINATION AREA Wrld Heritage Sites are ften the demand generatr fr a destinatin area the reasn fr the visit. Hwever, being a successful turism destinatin requires mre demand supprters (ther things t see and d), visitr amenities such as ldging and dining, services such as gas, and transprtatin access and netwrks t help visitrs find their way arund HAVING A CRITICAL MASS OF EXPERIENCES AND AMENITIES IN THE DESTINATION AREA. Wrld Heritage Sites, by their very nature, ffer a unique r special experience that attracts visitrs; they are the hk. Smetimes these experiences are sufficient by themselves t keep visitrs fr several days. Mre frequently, hwever, the site can be experienced in a much shrter time, a half-day r less. Maximizing the turism and ecnmic impacts assciated with the Wrld Heritage Site requires retaining visitrs lnger thereby increasing their spending. This means prviding mre BEST PRACTICES: THE DESTINATION AREA Having a critical mass f experiences and amenities in the destinatin area Having gd transprtatin access with ptins Prviding wayfinding and, as apprpriate, internal transprtatin netwrks. things fr them t see and d in the destinatin area festivals and events, entertainment, cultural and utdr activities, shpping, wrkshps and learning prgrams, museums and galleries, heritage sites, strytelling, music, etc. In the Grs Mrne Natinal Park area cmmunities, private sectr and thers have wrked t establish a strng mix f such experiences, as described in the illustratin n the next page. A critical mass f experiences in the area can help attract visitrs t the Wrld Heritage Site itself by bradening the ffer and appeal f the area. They can als help extend the seasn, which supprts business viability. Visitr amenities accmmdatin, fd and beverage and basic services such as gas and banking are als necessary t keep visitrs in the area. Much f the destinatin area infrastructure and amenities are supplied by the private sectr. Actively invlving them in destinatin area develpment is critical; the services they prvide need t match with the needs f the target markets identified fr the Wrld Heritage Site and be sufficient t accmmdate peak demand perids, as well as extended perating seasns. Findings frm the Case Studies: Mesa Verde NP has limited accmmdatin n-site but nearby cmmunities prvide accmmdatins, campgrunds and ther visitr amenities. 42 P age

50 Kakadu Natinal Park ffers an assrtment f activities, bth cultural and recreatinal, n-site as well as a range f dining and accmmdatin ptins in three visitr ndes HAVING GOOD TRANSPORTATION ACCESS WITH OPTIONS Wrld Heritage Sites lcated in r clse t majr urban centres r in majr destinatin areas will naturally be mre successful in attracting larger vlumes f visitrs wing in part t the relative ease with which they are accessed. Fr rural sites, prximity and ease f access frm airprts with direct r cnnecting internatinal service, and/r frm majr urban centres is imprtant. Cnnecting links frm these airprts r urban centres are critical with self-drive (e.g. car rental) an essential service and public transprtatin r private tur ptins imprtant t sme market segments. Illustratin: Grs Mrne Natinal Park, CAN The Grs Mrne Cperating Assciatin (GMCA) has wrked with the Park, cmmunity grups, ther agencies and private businesses t facilitate develpment f an extensive range f cultural and entertainment ptins. These include festivals, theatre, in-residence prgrams, strytelling and music. GMCA has nurtured and supprted (financial and human) cmmunity grups t get these prgrams ff the grund. And, fr sme, they have been the lead rganizatin. Sme are within the Park, thers in the adjining cmmunities. Particular attentin has been paid t activities that help extend the seasn, such as early and late seasn festivals. Examples include: Grs Mrne Theatre Festival, Cw Head strytelling, dinner theatre, music, drama Writers at Wdy Pint a 4 day literary festival Grs Mrne Summer Music a classical music festival Live music perfrmances in lcal venues, such as Anchrs Aweigh Artist-in-residence prgrams Spring Trails, Tales & Tunes Festival Cw Head Lbster Festival Grs Mrne Fall Fair Passing the Time in Trut River ne evening a week f music and culture featuring lcal perfrmers One imprtant utcme has been making the area a mre appealing and vibrant place t live, start a business and raise a family. Fr mre remte sites, access either by rad, bat r fly-in service pses much mre f a challenge and can be very cstly, requiring a cmmitted decisin t visit the site r destinatin area and the means t affrd it. Fr these sites, having a number f different ptins available and making it easy fr ptential visitrs t find infrmatin n these ptins will facilitate the decisin t visit. Fr sme f these sites, the remteness and access challenges are part f the appeal. A gd example is Purnululu Natinal Park, described in the illustratin, where there are varius transprtatin ptins. 43 P age

51 Findings frm the Case Studies: At Head-Smashed-in Buffal Jump, a new service will be inaugurated in 2015 t prvide cmmercial bus day-turs frm Calgary. It is hped that this will help t increase visitatin, particularly frm visitrs t Calgary that may nt have a vehicle. At Willandra Lakes Regin (Mung Natinal Park) a tur peratr prvides day trip service frm the nearest cmmunities. Illustratin: Purnululu Natinal Park, AU This is a remte site 250 km n the highway and 52 km n an unpaved rad, recmmended fr 4WD vehicles. Visitrs have a number f transprtatin ptins: Take a flightseeing tur frm the nearest cmmunity (withut landing). Travel t the Park by air there is an air strip within the Park and private air service via helicpter and fixed-wing aircraft (45 minutes). Drive t the Highway junctin (in wn vehicle r rented car frm the nearest cmmunity), park and take a private shuttle service fr the 52 km rad int the Park. Drive yur wn vehicle int the Park PROVIDING WAYFINDING AND, AS APPROPRIATE, INTERNAL TRANSPORTATION NETWORKS. Once visitrs arrive at a Wrld Heritage Site, they need t find their way t places, activities and experiences f interest alng with the necessary visitr services. One f the mre cmmn cmplaints seen in visitr satisfactin surveys and n-line reviews is pr signage r directins within the sites. Illustratin: Mesa Verde Natinal Park, US Mesa Verde Natinal Park is facing internal transprtatin challenges handling cngestin at peak times withut negatively impacting the envirnment r the visitr experience. The Park is currently ding a Visitr Distributin and Transprtatin Master Plan with a gal f reducing vercrwding at key lcatins during peak perids and imprving wayfinding. Part f this is implementing a multi-mdal transprtatin system within the Park which wuld als pen up new areas t visitrs. Internal transprtatin systems within sites are ften dependent n autmbiles. At Wrld Heritage Sites where there are ne r tw key places f interest and high visitatin levels, cngestin can becme a big challenge and negatively impact the site s natural envirnment and the visitr experience, as well as cause safety issues. These challenges can be cmpunded at sites that receive turs frm cruise ships with large numbers f mtr caches in a brief perid f time. Gd vehicle circulatin systems with clear signage and techniques fr handling crwds becme critical. At the same time, park managers are balancing visitr access with the need t prtect the resurce and minimize the ftprint f built infrastructure (e.g. large rad netwrks) that can verwhelm the site. Mesa Verde Natinal Park is addressing these issues in planning, as illustrated. 44 P age

52 Sme Wrld Heritage Sites have implemented free shuttle busses t address these types f challenges. These services als prvide visitrs arriving withut a car a way t explre the site and can help cntrl access t sensitive areas. Findings frm the Case Studies: Hawaiʻi Vlcanes Natinal Park is in the midst f a new Park management plan. One f the key strategic elements is dispersing use t create a less cngested and mre tranquil experience, and reducing cnflict between vehicles and visitrs (which includes evaluating a shuttle ptin). 4.6 MARKETING Marketing is a brad term that encmpasses a hst f activities. While few Wrld Heritage Sites engage in paid advertising and may maintain that marketing is nt a cre functin, they d nevertheless undertake activities that serve t raise awareness and attract visitrs t the site. Fr example, all sites t a greater r lesser degree manage websites, prduce lure and trip-planning print materials, handle media and public relatins, wrk with the travel trade, and interact with lcal turism peratrs and destinatin marketing rganizatins at varius levels. T maximize turism and ecnmic impacts, a cnsistent and crdinated marketing effrt, if nt by the site itself, then by ther turism marketing rganizatins is crucial. The starting pint fr all effective marketing effrts is a clearly enunciated brand and market psitin; sme Wrld Heritage Sites have invested mre effrt in this than thers HAVING A STRONG BRAND THAT COMMUNICATES THE POSITIONING AND BENEFITS TO TARGET MARKETS. Gd business practice begins with a clearly articulated visin f what yu have t cntribute, hw yur prduct will make a difference, why cnsumers shuld buy in effect, yur psitin within the marketplace. Wrld Heritage Sites perate as attractins within the turism industry and, t that end are, in effect, businesses. And, if the gal is t maximize turism and reginal ecnmic impacts, a business-riented apprach, particularly arund marketing, is a fundamental gd practice. BEST PRACTICES: MARKETING Having a strng brand that cmmunicates the psitining and benefits t target markets Using the Wrld Heritage Site brand in marketing t create prfile and attract visitrs Having a strng and cnsistent prfile in destinatin marketing, including icnic images t capture attentin Having detailed, easy-t-use trip planning infrmatin n-line Having a strng and engaging scial media presence. 45 P age

53 The first step in develping a brand is having a psitining strategy understanding what yu have t ffer that is cmpelling and differentiates yu frm the cmpetitin in identified target markets. Bringing these tgether int a message that cnveys the benefits f yur prduct t custmers, and then cmmunicating this message in an attentin-getting fashin establishes a brand. Kakadu Natinal Park has been thrugh the branding prcess, as illustrated. A brand benefits mre than marketing effrts. It infrms the identificatin f target markets and helps t guide and align staff, stakehlders and partners in their activities and investments in the Wrld Heritage Site, including way finding, visitr experience and infrastructure, helping t ensure that time and mney are spent wisely and t maximum effect. Illustratin: Kakadu Natinal Park, AU Kakadu Natinal Park has benefited frm the effrts f Turism Australia and Parks Australia t market Australia as an internatinal turism destinatin f chice. These agencies have emplyed sund business practices, and brand develpment is a cre feature. In alignment with these agencies, Kakadu Natinal Park undertk an exercise t develp its brand psitining and implementatin strategy, undertaken in cllabratin with stakehlders thrugh a series f wrkshps. This prcess included identifying target markets. The brand statement reads Kakadu is a year-ld living cultural landscape that interacts with nature and the seasns. The awesme, ancient Arnhem Land escarpment frames this Wrld Heritage-listed wetland. It is a place with deep spiritual richness and histry that inspires the senses, cmmands deep respect and prvides selfdiscvery, enlightenment, adventure and relaxatin. Findings frm the Case Studies: Purnululu Natinal Park is psitined as an icnic, last frntier destinatin fr Western Australia and fr Australia verall. Head-Smashed-in Buffal Jump and Purnululu Natinal Park have distinctive names that resnate with visitrs and help create an image f the attractin USING THE WORLD HERITAGE SITE BRAND IN MARKETING TO CREATE PROFILE AND ATTRACT VISITORS When the Wrld Heritage Cnventin was adpted mre than 40 years ag, attracting turists t the sites was nt a majr cnsideratin. With the explsin in glbal turism in the past 30 years, many Wrld Heritage Sites have becme significant turism attractins the sites, by their very nature, are authentic, unique, different and special natural r cultural places the types f places sught by tday s travellers wh want authentic and memrable experiences and pprtunities t learn abut the destinatins they visit. Turism and related sci-ecnmic impacts have becme mre imprtant mtivatin factrs fr Wrld Heritage Site designatin since the mid-1990s. The literature suggests that Wrld Heritage Site status des indeed prvide a prmtinal advantage and a branding effect that can bst visitatin (PriceWaterhuseCpers, 2007). The literature als 46 P age

54 reveals that the Wrld Heritage Site designatin bestws upn a site the mantle f authentic, unique and wrld class. (Rebanks Cnsulting and Trends Business Research Ltd, 2009). What is nt evident is the extent t which the Wrld Heritage Site brand has an impact n prmting visitatin. One surce suggests that the impact is marginal, thugh strnger fr less famus r icnic sites. (PriceWaterhuseCpers, 2007). With the large number f Wrld Heritage sites (currently ver 1000) arund the wrld, there is grwing awareness f the UNESCO designatin. It wuld appear, frm ur Illustratin: Head-Smashed-In Buffal Jump, CAN Head-Smashed-in-Buffal Jump Wrld Heritage Site is the full name fr this site and is used this way in their wn marketing effrts. Prmtin f the site by Alberta Turism and Destinatin Canada mentins the WHS designatin, but des nt always include it as part f the name. Accrding t interviewees, the WHS Brand is huge particularly fr internatinal visitrs wh add the site t their bucket list during their tur f Alberta. Internatinal visitrs are an imprtant market segment fr the site - accunting fr sme 35% f visitrs (and anther 17% are Canadians frm utside Alberta). research, that the Wrld Heritage Site brand has much mre f an impact n internatinal markets than it des n dmestic markets, particularly US dmestic markets. Head-Smashed-In Buffal Jump Wrld Heritage Site is an example f a site that uses the Wrld Heritage Site brand and sees it as having a big impact n internatinal visitrs, as discussed in the illustratin. Findings frm the Case Studies: Research at Grs Mrne NP illustrates that the rle f the WHS brand in attracting visitrs has been increasing, althugh it is still a relatively minr factr. At Purnululu NP, the WHS designatin is actively used in all marketing materials; hwever, the impact n attracting visitrs is unknwn. Mesa Verde NP acknwledges the imprtance f the WHS brand fr attracting internatinal visitrs, but believes it is less meaningful fr Americans HAVING A STRONG AND CONSISTENT PROFILE IN DESTINATION MARKETING, INCLUDING ICONIC IMAGES TO CAPTURE ATTENTION. Sme Wrld Heritage Sites (e.g. Hawaiʻi Vlcanes Natinal Park) are in lcatins with such large numbers f visitrs and/r are such icnic sites (e.g. Sydney Opera Huse, Statue f Liberty) that extensive marketing is n lnger necessary t encurage visitatin. Fr many Wrld Heritage Sites, hwever, particularly thse in rural and remte areas, significant and cnsistent marketing effrts are vital t attracting visitrs and maximizing their turism and ecnmic impacts. 47 P age