Tourism economic development based on the natural and cultural heritage of Serra de Tramuntana UNESCO World Heritage Site

Transcription

1 Tourism economic development based on the natural and cultural heritage of Serra de Tramuntana UNESCO World Heritage Site Euro-Mediterranean Campus: 16 September - 4 October 2013 EUROTOUR HERITAGE Project

2 PROPOSALS III-1. Development of networks III-2. Visitor s passport III-3. Improvement of communication

3 III.1 Development of networks

4 Slow Food is [..] a grassroots association with thousands of members around the world that links the pleasure of food with a commitment to community and the environment

5 2007 MAIN GOALS: To use local products To defend biodiversity To preserve traditional and artisan production of food To connect producers with final consumers To connect local food communities as a network. To carry out taste education projects To cooperate in favour of local food sovereignty

6 Why can we define Serra de Tramuntana s products «Slow Food»? Commitment and carefulness that producers put in their lands Many products pass through a long process before being consumed

7 Cultural network Synergy between culture, art and gastronomy E.g. Villalonga House Museum

8 SIGHT TOUCH SMELL TASTE HEAR

9 OTHER NETWORKS PROPOSALS AMBASSADORS OF THE TERRITORY IMPROVEMENT OF THE WEBSITES SUSTAINABLE TRANSPORT SERVICES NETWORK OF RENTAL EQUIPMENT NEW LOGO

10 III.2- Proposition: GR 221 Visitor s Passport

11 Global description: the GR 221 The GR 221(La Ruta de Pedra en sec) crosses the Serra de Tramuntana -Consell of Mallorca created heritage action plan to restore GR221 -Restoration started in 1988 Today: 50 paths restored = 315 km (From Port d Andratx Pollença) Crosses 15 municipalities visitors of website (2012)

12 The objectives of visitor s passport: Passport - a large scale communication tool to: Promote sustainable development, Preserve the natural and cultural heritage To revitalize the local economy and social collaboration Aim attract and distribute more visitors through the entire territory Economic Respecting sustainable tourism : Social Environement

13 The objectives: Environment Serra de Tramuntana UNESCO World Heritage Site unique and requires lot of preservation Visitor s passport: The profit for GR 221 restoration works Tips of good behaviours during the path Tips of actions to avoid in the wild: Green suggestions (please do not litter, do not make a fire in the woods, etc) (use local products, choose environmentally friendly accommodations, etc) Information to educate about the biodiversity of the entire territory

14 The objectives: Socio-economic aspect Presence of passport system - equilibrated in time and space The direct incomes from passports the maintenance of the route The passport system encourages a deeper exploration of the area: Increase the number of visitors Employment and higher economical activities Incentivising tool for all lucrative entities: to work together to create networks to support and complement each other s lucrative activity

15 Visitor s passport how it works? Visitor s passport - Progress book for those doing the GR221 Collection of stamps through the entire GR221 Stamps available in heritage sites (museums, interpretations centres, sanctuaries, natural sites) Discount system In the end GR221certificate (proving that they have completed the path)

16 The proposition for stamp points The proposition of stamp points - based on eight steps ( At each step - three opportunities to get the stamps: Two in culture heritage sites (Available at the entrance desks) One in nature ( Fixed like Geodetic Control Marks)

17 The proposition for stamp points Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Del Port d Andratx - La Trapa La Trapa- Estellencs Estellencs- Esporles Esporles- Deià Deià- Port de Sóller Port de Sóller- Tossals Ref. de Tossals - Lluc Lluc- Pollença Centro Cultura Andratx Coll de La Font Des Quer Iglesia de la Natividad de María in Banyalbufar or Ayuntamient o de Banyalbufar Museo Chopin, Valldemossa or Cartuja de Valldemossa or Monasterio de Miramar Robert Graves' House- Museum in Deià Balearic Museum of Natural Sciences /Botanical Gardens of Sóller Coll Des Prat Coll Pelat Or Finca pública Binifaldó El Pas Vermell Refuge Sa Coma d en Vidal Ermita de Maristella Refugi Can Boi Capilla de Castello Cooperativa agricola de Soller Ca s Amitger interpretatio n Center Museu Municipal De Pollença Monasterio de San Isidro de Dueñas Mirador de Ricard Roca Es Verger (tower) or Es Bisbe (peak) Castell des Moró or Puig des Teix Faro del Cap Gros Col de l ofre & puig de l offre Refugio Son Amer Museu Dionis Bennàssar

18 Proposition - GR 221 Hiker s passport: for adult s Example: Camino de Santiago de Compostela

19 Proposition - GR 221 Hiker s passport

20 Proposition - GR 221 Hiker s passport: for Juniors Creative and educational games about the nature and culture heritage Good behaviour tips Stamps for juniors: Nature symbols: Frog Ferreret, Black Vulture, etc. Celebrities symbols: Sissi, Chopin, Archduke Ludwig Salvator, etc. Architecture: Dry stone terraces, Hydraulic system, Fincas, etc. Gastronomy: Olive oil, Oranges, Wine, Almonds, Empanadas In the end: GR 221 Certificate

21 Proposition - GR 221 Hiker s passport: for Juniors Junior Hiker s passport: Ferreret mascot would: Explain the cultural and natural heritage around GR 221 Educate junior hikers how to behave during the path

22 And after GR 221: To incentivise visitors to come back : Passport - 3 years validity with all its benefits (discounts in entry fees, guided visits and other associated services) Future propositions: Digitalize the passport after the path Share with friends and family

23 III.3 Improvement of the visibility of the UNESCO World Heritage «brand» OBSERVATIONS Management plan not implemented Lack of representation from local actors in the Junta Rectora Lack of homogeneity regarding signaling Inadapted website to promote the local actors Absence of World Heritage signs in the territory OBJECTIVES Enhancement of environmental and cultural awareness Social improvement Development of economic activities

24 Governance measures Action 1 : To implement the Management Plan Action 2 : To include and involve local skateholders within the Serra de Tramuntana Consortium Action 3 : To set up a permanent discussion and meeting platform for skateholders / to organize regular round tables

25 Operational measures Action 1 : To use the new Serra de Tramuntana World Heritage logo and its graphic charter TOURISM CULTURE HERITAGE ECONOMY NATURE

26 Operational measures Municipalities should quickly start using the new logo Stakeholders should make use of the five colours in order for people to better identify them as key parts of the World Heritage Logo should be adapted to maps, guides, and brochures

27 Operational measures Action 2 : To identify «gateway towns» around the World Heritage area

28 Action 3 : To foster partnerships between the World Heritage Consortium and the different categories of local actors Improvement of the website Information panels and leaflets about World Heritage added in tourist sites, refuges, hotels Operational measures

29 Operational measures Action 4 : To provide training on Serra de Tramuntana and its cultural heritage as a World Heritage Site to the managers of tourists structures Action 5 : To develop new communication tools: stickers, postcards

30 Operational measures Action 6 : To develop the current Ca s Amitger Interpretation Centre as the «House of Serra de Tramuntana World Heritage» Special events Education programs Local product shop Meeting places for stakeholders and users of the Serra de Tramuntana

31 Operational measures Action 6 : To develop the current Ca s Amitger Interpretation Centre as the «House of Serra de Tramuntana World Heritage» Special events Education programs Local product shop Meeting places for stakeholders and users of the Serra de Tramuntana

32 Operational measures Action 7: To foster links between tourism and local agriculture by using the World Heritage logo on local products

33 Operational measures Action 8: To improve the external communication for a better knowledge of the activities of the territory To extent and improve the use of the social media To create a newsletter

34 İ GRÀCIES!...THANK YOU, GRACIAS, MERCI, KÖSZÖNÖM, شكراشكرا PALDIES, GRAZIE