Intangible Heritage and Tourism Product: win-win situation Valeria - - PowerPoint PPT Presentation

Intangible Heritage and Tourism Product: win-win situation

Valeria Klitsounova Belarus

Valeria ria Klitsou

• uno

nova va Bio Bio

Work k exper erie ience nce

• 2002 – present

Chairman of the Board of the Belarusian Association “Country Escape”

• 1999 – present

Associate professor of the Belarusian State University

• 2012 – present

Thematic consultant on tourism cluster development, UNDP/USAID project „Local entrepreneurship and economic development‟

• 1997 – 2011

Director for excursion programs, Dudutky-Tours travel agency

• 2008 – Dec. 2010

Thematic Consultant on Greenways. UNDP/EC Action “Support to Environment and Sustainable Development in Belarus”

Educa cati tion

• 2000 – 2003

Professional Training in the Chartered Institute of Marketing, UK. Certificated Graduate in Marketing.

• 1989

Upholding a thesis on environment issues (certified degree of Ph.D. in Agricultural Sciences).

• 1976 – 1981

Graduated from Belarusian State University, the Faculty of Geography.

Awards rds

• 2011

awarded Bill Maynes Fellowship, Eurasia Foundation (Washington, USA)

• 2009

Award “Person of the year” in the nomination “The best implementation of a business idea” (by version of Ministry of Economy and the magazine “Business”)

• 1992 – 1997 Director for Museum and Excursion Programs of the Rural Culture Museum “Dudutky”

• Created in November 2002
• More than 600 members
• Diverse membership base

(teachers, farmers, economists, pensioners and etc.)

Belarusian Rural & Ecotourism Association “Country Escape”

UNESCO World Heritage list (981)

4 monuments from Belarus in UNESCO Heritage list

• The Convention for Safeguarding of the Intangible Cultural Heritage has adopted

by UNESCO in 2003.

• 2005 – Convention was ratified by 26th countries including Belarus
• 2 elements are included in UNESCO Intangible heritage list

– winter pagan merrymaking (‘Kaliady Tsars’) – fulling craft

• 17 claimants from Belarus for inclusion in UNESCO Intangible Heritage list
• 89 elements are included in national Intangible heritage list

UNESCO Intangible Heritage list (around 200)

“Tsari” - rite in UNESCO list

Intangible heritage

• UNESCO defines intangible cultural heritage as

the practices, representations, expressions, knowledge, skills – as well as the instruments,

• bjects, artifacts and cultural spaces associated

therewith – that communities, groups and, in some cases, individuals recognize as part of their cultural heritage.

Safeguarding is UNESCO innovative approach

• Safeguarding does not mean protection or conservation in a

usual sense.

• 'Safeguarding' means ensuring the viability of the intangible

cultural heritage that is ensuring its continuous recreation and transmission.

• Safeguarding intangible cultural heritage is about the

transferring of knowledge, skills and meaning.

• Safeguarding focuses on the processes involved in transmitting
• r communicating it from generation to generation.
• The main precondition of safeguarding is the fact that value of

intangible heritage is defined by the communities themselves.

Project ‘Community-based tourism for conservation, partnership and development

• f rural territories’
• Supported by the US Embassy in Minsk
• Duration – 12 months

from 01.03.2011 till 28.02.2012

• Project goal

Stimulation of socio-economic development of rural areas and local communities in Belarus on the basis of interpretation and promotion of unique intangible heritage (development of three pilot models)

Main activities within the project

• 7 expeditions to the regions to study and fixate unique rites
• Development of three innovative pilot tourism products based on

intangible heritage and their presentation (in form of a festival, event , etc.) for media and representative of tourism business

• Presentation of developed tourist products on International

tourism fair in Minsk

• Preparation and publication of the brochure “Spiritual heritage of

the Belarusian village”

• Organization of the final conference dedicated to safeguarding and

interpretation of intangible heritage

Different elements of Belarusian intangible heritage

Tourism product based on intangible heritage: modern concept of interpretation

Interpretation of cultural heritage is

• ‘an educational activity which aims to reveal meanings

and relationships through the use of original objects, by firsthand experience’ (Freeman Tilden)

• new model of creative economy
• learning arena for tourists

‘Experience wheel’ (Lise Lyck concept, Copenhagen business school)

Sense of sight Sense of smell Sense of hearing Sense of taste Entertainment Education Estheticism Escapism Sense of touch Accessibility (psychologically) Accessibility (physically)

Tourism product based

• n fulling craft

‘Wedding loaf’ rite

“Kaliady tsars” (winter merrymaking)

‘Tsereshka’s wedding’ rite

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES*

AUTHENTICITY

• It is crucial to preserve authenticity of intangible heritage element that

forms a basis for a tourism product (taking care of).

* These principles where presented and approved on UNESCO conference ‘Tourism as means of intangible heritage safeguarding’, Belarus, 13/01/2012

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

SCENARIO DEVELOPMENT

• It is important to develop a scenario of tourists’ stay (from arrival till

departure), which should be agreed with the Ministry of culture.

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

MAXIMUM LOAD

• It is necessary to define maximum load during tourists’ stay (number of

participants and the extent tourists are involved into action). It should be small-scale and exclusive!

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

FINANCIAL EQUITY

• Make sure that income generated from tourists stays with local

community and in local budget.

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

PUBLIC OPINION

• Opinion of local community regarding tourists should be taken into
• consideration. (Local community should take part in tourism decision

making).

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

HOSPITALITY SKILLS

• Local community needs to obtain basic hospitality skills (through

trainings and workshops).

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

SUCCESSION

• It is important to guarantee succession of intangible heritage elements

though involvement of youngsters from local community.

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

SPREADING INFORMATION AMONG GENERAL PUBLIC

• Popularization of tourism product based on intangible heritage though

mass media in order to improve self-identity of the nation.

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

QUALIFIED CURATOR

• Curator guarantees application of the abovementioned principles

(candidates must be approved by official cultural institution).

Different elements of intangible heritage in Belarusian tourism

Traditional food

Ecomuseums

Local festivals

“Kaliady” – Christmas in Belarusian way

Tourism product on the basis of intangible heritage (win-win situation)

• Adds value to cultural heritage of local community

and strengthens community identity

• provides transmission of knowledge about crafts,

rites, folklore, etc. to younger generation

• strengthens local economy
• becomes a ‘learning arena’ for tourists
• forms partnership and strengthens social

cohesion

Thanks for your attention!

Valeria Klitsounova Chair of the Board

6, Dunina-Martsinkevicha Str. 220092 Minsk Belarus Tel./Fax: +(375-17) 205-04-65 +(375-17) 205-01-74 E-mail: lera@ruralbelarus.by www.ruralbelarus.by www.greenbelarus.com www.greenways.by