How Community Involvement and Mobilization Developed Five ...€¦ · — A brief definition and...

HowCommunityInvolvementandMobilizationDevelopedFiveAuthenticTourismProducts

FINALREPORTMARCH31ST,2016

OLMC

HowCommunityInvolvementandMobilizationDevelopedFiveAuthenticTourismProductsDraftReport–March15,2016

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Tohelpthereaderandmakethefollowingexampleseasiertounderstand,thisreportisdividedinto2sections:

• Thefirstsection(pages3to10)providesadefinitionofcommunity-basedtourismasameansofdevelopingruraltourismandlocalculture.Italsoliststheanticipatedbenefitsofacommunitymobilizationapproachaswellasaprocessforgettingcommunitiesinvolvedindevelopingtheirowntourismproduct.

• Thesecondsection(pages11to34)presentsfiveinspiringexamplesofcommunityinvolvementandmobilizationprojectsfromdifferentcountriesthathelpedlaunchauthentictourismproducts.Someinitiativesarecollectiveundertakingsthathighlightthesuccessfactorsthatthecommunitieshadtocreateinordertomarkettheirdistinctive,localtourismproduct.Otherspointtosuccessfulcollaborationbetweenorganizations,sectors,residentsandinstitutionsthatlearnfromeachother’schallengesandprocessesinordertobuildpositivecooperationwithinacommunity.Theelementsoutlinedbelowincludethetourismproductitself,theservicesthatareinvolved,fundingsourcesandpartnerships.


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COMMUNITY-BASEDTOURISM—Abriefdefinitionandcommunitymobilizationapproach—

Community-basedTourism

Foralongtime,tourismhasbeenseenasameansofdevelopingcommunities.Tocompetemoresuccessfully,someofthemlaunchandmanagetourismdevelopmentprojects.Thesecitizen-ledinitiativesarepartofatrendcalled“community-basedtourism,”distinguishedmainlybytheemphasisonthecommunity'sinvolvementduringprojectimplementation,indefiningitsobjectivesandinreapingthebenefits.Theseinitiativesarebothatestinggroundforhowcommunitiescantakechargeoftheirowntourism,andahighlyrelevantandinnovativetoolfordevelopmentincertainregions.

RuralTourismDevelopmentTool

Manystudiesemphasizetheimportanceofgarneringlocalsupporttoensurethattourismdevelopmentprojectsareinstepwiththelocalenvironment.Sincethelocalsaresuchalargepartofthetourismexperience,ruraltourismisheavilyimbuedwithlocalcolour.Somefactorshelptobuildbridgeswiththecommunity,andaproject’sviabilityisbasedasmuchonitseconomicasitssocialcontribution.

Strugglingmanufacturingsectors,adecliningforestryindustry,failedagribusiness,depletednaturalresources–theseandsimilarfactorshavemanyregionsthinkingthatboostingtheirtourismappealcouldrevivethelocaleconomyandhelpdiversifytheirrevenuestream.

Thereisagrowingmarketforthekindoftourismproductsofferedbyruralareas:adventure,nature,sports,agritourism,natureretreatstoslowdownandfindpeace,contactwiththelocals,authenticity,homestays,localproduce,heritage,learning,artsandcrafts,andmuchmore.

However,eventhoughruralareashavealottooffer,itisimportanttounderstandthisindustryandbeabletoclearlyidentifytheregion’sactualtourismpotential.


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CulturalDevelopmentTool

Whencommunity-basedtourismispartofasustainabledevelopmentapproach,itnotonlyplaysanimportantpartinboostingeconomicactivity,italsohelpspreserve,developandpromotelocalcultures.Butdevelopingthiskindoftourismrequiresmobilizationaroundcommongoals,acoordinatedinitiativeandeffectivepublicaction.

Whygetthelocalpopulationinvolved?

Buildinggoodrelationswiththelocalsisimportant,becausetheyhaveacertainweightwhenitcomestodecidingwhethertheprojectisviableornotandwhatkindofservicestooffer.Infact,thelocalpopulationismorethanjustahostcommunityoralabourpool:itispartofthetourismexperienceandcanenhancetheoffer.Theimportantthingisthatlocalshaveagoodunderstandingoftheissues,areinvolvedintheplanninganddecision-makingprocessandhavesomecontrolovertheproduct.Unitingthecommunityaroundaprojectmeansallowingittobecomeaplayerratherthansimplyanobserveror–worse–awhistleblower!

Peoplemusthaveastrongsenseofownershipinordertogetbehindaproject.Toachievethatsense,projectorganizersneedtogobeyondmereinformationandconsultationandopenthemselvestorealparticipatorymanagement.

Thebenefitsofaparticipativeapproach

Forthelocalpopulation:

§ accesstotourism-relatedinfrastructureandresources(transportation,leisurefacilities,placestoeat,etc.);§ additionalservicesforthecommunity;§ improvedqualityoflifeandcommunitygrowth;§ jobcreation;§ betterunderstandingoftheirassetsandtheirrichheritage.

Fortheregion:

§ revitalization;§ developmentofculturalandnaturalheritage;§ regionalreputation;§ economicdiversity.


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Forlocalbusinesses:

§ anextendedcustomerbase;§ developmentandpartnershipopportunities;§ opportunitiestoinvestinaccommodationandauthenticproductssuchasartsandcrafts,localcuisine,foodmarkets,etc.;§ developmentofnewproducts:festivals,heritageinterpretation,guidedtours,etc.;§ jobcreationandrevenuediversification.

Formunicipalitiesandlocaldevelopmentorganizations:

§ creatingacollectivesenseofprideandidentity,andstrengtheningthesocialfabric;§ retention/loyaltyamongforeignvisitorswithregardtothenewtourismproduct;§ retentionamonglocalvisitors;§ equitabledistributionofprofits;§ slowingyouthemigrationandpromotingdemographicgrowth;§ anopportunitytodeveloppartnershipsandworktogetheratthelocallevel;§ eventsandactivities.


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Tourismdevelopmentsuccessfactors:byandforthecommunity

Becausecommunity-basedtourismhasnoofficialdefinition,itisdifficulttoestablishandimplementasinglemanagementanddevelopmentmodelforallprojects.However,afewkeysuccessfactorscanaffecttourismproductperformance.Belowisatoolkitwithsomehelpfulhintsthatcanbeusedtodeveloptourismprojectsbyandforthecommunity:

1. ProjectPlanning

1.1. Bringpeopletogether

Everydevelopmentinitiativeneedsaleader,sothestartingpointshouldalwaysbetorecruitapersonwhowilltakeresponsibilityfororganizingtheentireprocessandspeakingwiththekeyplayers.Regardlessofwhetherthisfacilitatorisacommunitymemberornot,theimportantthingisthattheyaretrustedbythelocalpopulationandawareofpreviousdevelopmentinitiativesintheregion.Theroleoftheprojectleaderisparticularlyvitalattheprojectoutset,sincetheirmainjobistoidentifyandenlistalltourismstakeholders.Withouttheirinvolvement,thecommunity’scontributiontotourismdevelopmentwouldbedifficultifnotimpossible.Inadditiontothesekeypeople,theprojectleadermustalsoextendaninvitationtoanyonewhowishestohelpthecommunity’stourismdevelopmentprojectgetofftheground.Theadvantageofthisistwo-fold:itattractsnewtalentandhelpsavoidpossibleproblemscausedbyignoranceofprojectobjectives.Keypeopleandinvolvedcommunitymembersshareresponsibilitiesandgetproject-relatedtasksdone.However,thecompositionofthiscoregroupisnotnecessarilythesamefromstarttofinish.Newparticipantsmayjoininalongtheway,eachonewithhisorherownreasonsforgettinginvolved.


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1.2. Collectandprioritizeideas

Oncethecoregroupiscreated,thenextstepisbrainstorming.Itisveryimportantthatideascomenotonlyfromtheleaderbutalsofromthecommunity,sothatmembersfeelpersonallyinvolvedintheproject.Atthisstage,allsuggestionsarevalid,andtheycanbecollectedatcommunitymeetingswherepeoplecanfreelydiscusstheirideasandtheirvisionfortourismdevelopment.Ideally,thesefirstmeetingswillgiverisetoacertainnumberofprojectideasthatwillprovidethebasisforsubsequentcommunitymeetings.Emailoronlinesurveysareawayforpeopletopresenttheirideasanonymously.Thenextstepistoweedoutsomesuggestionsbymergingsimilaronesandeliminatingthosethathadtheleastsupport.Thegoalofthisstepistofindthemostspecificandpracticableprojectsuggestions.Establishingprioritiescanbeachallenge,becauseitrevealswhatthecommunityseesasthemostinterestingideas,andthoseonwhichitwantstofocus.Thesemustbecarefullyassessedtoseewhethertheyhavethepotentialtoattractcustomers,andestablishingthatrequiresatleastsomeknowledgeofvisitorexpectationswithregardtoauthentictouristproducts.Ifthatknowledgeisnotavailable,additionalinformationfromonlinesurveyresultscouldbehelpful,orhiringanexternalexperttohelpassesstheregion’struepotential.Thisinformationwillhelpdeterminewhicharethemostrealisticorfeasibleprojects.Thosethataredeemedimpracticable,basedonexpertassessmentsorsurveyresults,shouldberemovedfromthelist.Insomecases,theprocessofgatheringandprioritizingproposalsmayneedtobestartedalloveragain.Oncetheprioritizationphaseisconcluded,adescriptionoftheselectedtourismdevelopmentideasshouldbecirculated.


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2. DevelopmentandVision2.1. Visualizeproductdevelopment

Thepurposeofthisstepistohelppeopledecidewheretheyaregoingtostart.Aviableactionplanstartswithchoosingfromamongtheselectedideasanddevelopingavision.Thinkingoftwoorthreepossiblescenariosforeachoftheselectedideasgiveslocalpopulationsanideaoftheimpactofthesedevelopmentsandhelpsthemimaginewhattheendresultmightlooklike,basedonaidssuchasmaps,photographs,architecturaldrawings,videosand2D/3Dpresentations.Italsoenablesthemtodeterminewhichdevelopmentprojectwouldbebestforthecommunity.Theprojectmanager(orleader)thenidentifieskeytourismindustrypartnersandconvincesthemtocomeonboardandpooltheirresources:time,expertise,funding,andsoon.Theymustensurethatthepartnerswillcommittoplanningandcarryingoutconcertedactionstoensureprojectsuccess.Obviouspotentialpartnersincludenationaltouristboards,localtourismassociationsandlocalandnationaleconomicdevelopmentagencies.

2.2. Developanactionplan

Usingtheinformationcollectedduringthepreviousphase,thecoregroup’snexttaskistodraftadetailedactionplanshowingthemhowtoachievetheirobjectivesandhowtoimplementtheirdevelopmentinitiatives.Theplanmustanswerthefollowingquestions:

§ Whatisourgoal?§ Whoisprimarilyresponsibleforimplementingtheplan?§ Whoareourmainpartners?§ Whatistheimplementationschedule?§ Whatareourfundingoptions?§ Whatbenchmarkscanweusetoassessprojectsuccess?


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3. ProjectEvolution

3.1. Resources

Thisisthephasewherekeycommunityfiguresmuststepinandcontinuetheprocess.However,theymustpossessthenecessaryknowledgeandskillstodevelopthekindofproductsand/orservicesthattouristswant,andthisiswheremanycommunitiesfallshort.Insuchcases,itiscrucialtoprovidesomekindofsupport:

§ bytrainingthemintheskillsrequiredtomanagethetouristproductthecommunitywantstodevelop;

§ bycallingonspecialiststomentor,trainandexpandthecommunity’sresourcenetwork.

Itisextremelyimportantthatlackofknowledgeorexpertisenotpreventcommunitiesfromgettinginvolvedintourismdevelopmentinitiatives.

3.2 ProjectimplementationandreviewDuringimplementation,projectprogressandoutcomesshouldbemonitoredonanongoingbasisbydoingthefollowing:

§ Startthinkingaboutassessmentintheproject’splanningstages,andplantoassesstheprojectateachphase.Itiseasiertogatherdataasyougoratherthanwaitingfortheendtowriteareport;

§ Determinebenchmarksanddecidewhetherassessmentswillbedoneweeklyormonthly.Ensurethatthesedecisionsare

clearlycommunicatedtotheentireimplementationteam;

§ Chooseamethodthatfocussesonqualityratherthanquantity.Ifbenchmarksarerelevantandthoughtfullyapplied,collectinghugeamountsofinformationorusingseveraldifferentmethodsisredundant;

§ Choosetherighttourismdatacollectionmethod–questionnaires,interviews,visitorfeedback,discussiongroups–andbe

suretomonitornewtourismproductsandbusinesses;

§ Follow-upisanall-too-oftenoverlookedaspectofprojectimplementationsoitisvitaltoappointadedicatedpersontothistaskandmakesuretheirdutiesareclearlycommunicated.Communityprojectsoftenassignavolunteer.


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§ Definethereport'sformat,whatitwillsayandtowhomitwillbeaddressed.Whatusewillbemadeoftheinformationit

contains?

Themethodsusedwillvarydependingontheproject,butthecommonissuesare:

§ Shareresponsibilitiessotheprojectcanstillmoveforwardifoneofthememberspullsoutoristemporarilyabsent;

§ Ensuregroupmemberscommunicatewellwithoneanother;

§ Makesurethereisasufficientsenseofownershipamongprojectparticipantsthattheirmotivationstayshigh.


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EXAMPLESOFCOMMUNITYINVOLVEMENTANDMOBILIZATION—ProjectDetails—

1–CULTURAT:Afar-ranging,citizen-ledmobilizationproject–Abitibi-Témiscamingue,Québec

CULTURATisafar-rangingmobilizationprojectthataimstomaketheidentity,artsandcultureofAbitibi-Témiscamingueamajorfocusforregionaldevelopment. Theproject,basedonacitizen-ledinitiativethatwasfurtherdevelopedata2009conferenceorganizedbytheAbitibi-TémiscamingueCulturalCouncil(Conseildelaculture),hasturnedintoavastcooperativeundertaking.Infact,itisgatheringideasfromtheentirecommunity,includingmunicipalities,businesses,culturalandtouristorganizations,schools,Aboriginalcommunities,mediaandprivatecitizens.CoordinatedbyTourismeAbitibi-Témiscamingue,itsprimarygoalistobeautifytheregionthroughoutdoorart,additionallighting,greenspacesandplantingflowers.Italsoaimstorevitalizethecommunitiesbyorganizingevents,showcasingtheirculturalandhistoricheritageandestablishingpartnershipsbetweenthevarioussectors.Finally,itisworkingtobringtogetherAboriginalandnon-Aboriginalcommunitiesthroughmeetings,celebrationsandotheropportunitiesfordialogue.Inaccordancewiththeprinciplesofsustainabledevelopment,Abitibi-Témiscamingueisworkingtoimproveitscitizens’qualityoflifebybeautifyingtheregionandcreatingasenseofprideandbelongingamongitsresidents.

CULTURATObjectives

• Expandandimproveculturaltourism;• Boosttheregion’svisibilitybeyonditsborders;• Enhanceawarenessoftheregion’sculturalassets,byfocussingon:

§ localhistory;§ localFirstNations’peoplesandtheirheritage;§ localartsandculture;§ localspecialtyproductsandregionalcuisine;

• Plantflowersthroughouttheregiontomakeitmoreattractive.


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InaccordancewiththeprinciplesoutlinedinQuébec’sAgenda21forCulture,yetanotherprojectobjectiveistohelpthecommunitiesfindcommongroundsotheycanallbenefitfromtheproject’spositiveimpact.

ProjectHistory

In2008,regionalmunicipalitiesexpressedadesiretodomoretoimprovetheircitizens'qualityoflifeandhaddecidedtodirecttheirdevelopmentinitiativestowardthatend.

In2009,theAbitibi-TémiscamingueCulturalCouncilorganizedaconference(Captourismeculturel)thatbroughttogetheranumberofcommunitystakeholdersinordertostartadialogueontheculturaltourismsituation.Inresponsetorecommendationsmadeattheconference,aresourcewashiredtodevelopculturaltourism,andaRegionalRoundTableonCulturalTourismwascreated.

Meanwhile,TourismeAbitibi-TémiscamingueembarkedonanextensiveconsultationprocesswiththeWorldCentreofExcellenceforDestinations(CED).Overonehundredrecommendations,basedontheSystemofMeasuresforExcellenceinDestinations(orSMED)resultedfromthatprocessandmanyofthemhadtodowithculturaltourismbestpractices.

Alltheseeffortsledtotherealizationthatculturehasthepowertogalvanizecommunitiesintoactionandbringpeopleclosertogether.

CULTURATistheregion’scollectiveresponsetothatrealization.Communitieswanttouseittoimprovetheircitizens’qualityoflife,andtourismandculturalsiteswanttouseitasabasisforjointlydevelopingtheregion’sculturaltourismproductandmakingtheregionmoreattractive.

Theprojectisafineexampleofaregion’stakingchargeofitsowndestinyandmovingtowardacommongoal,basedonacommonvisionofhowtopreserveandshowcasethedistinctivecharacteristicsandthelandanditspeoples.

StrongBranding

TheverynameCULTURAT,itsgraphicdesignandtherelatedmarketingtoolsarealldesignedtounitepeoplearoundhighlysymbolicpointsofreference:thebluecoloursuggeststhesky,thepossibilitiesofnewhorizons,andwater–itplayedakeyroleintheregion’sdevelopment.Thenameisaliteralreferencetocultivatingtheland,yethasanadditional,figurativemeaningofcultivatingthespiritand,byextension,thesoul.Thefinaltwoletters,“A”and“T”,signifyAbitibi-Témiscamingue,whilethecurvedlinebetweenthemrepresentsthewatershedthatdividestheland.


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Partnerships

Todate,52municipalities,7bandcouncilsand16organizations,representingabout90%oftheregion'spopulation,havesignedaCULTURATParticipationCharter.ThisChartercommitsthesignatoriestocarryingoutinitiativesrelatedtotheproject,andtoensurethecommunity’sculturaldevelopmentisalignedwiththecollectiveprocess.ThereisalsoaCULTURATCommitmentCharter,whichhasbeensignedbyregionalstakeholders,organizationsandAboriginalcommunitiesaswellasbykeyfiguresinculturaltourismandanumberofleadingcommunityfigureswhositontheTabledeconcertationrégionalesurletourismeculturel(RegionalRoundTableonCulturalTourism).

Funding

In2012,TourismeAbitibi-Témiscamingueexpectedtoreceivefundingworth$900,000forthe2012–2015periodfromtheRegionalTourismAssociation(RTA),TourismeQuébecandtheMinistryofCultureandCommunicationsinordertoleverageadditionalfunding,foratotalinvestmentofcloseto$6Minregionaltourismdevelopment

ThankstopartnerssuchasRNCMedia,ÉnergieAbitibiradio,tc.media,LeRefletTémiscamiennewspaper,FM93.1,TVTémis97,TVCTKandTVC9,morethan$500,000hasbeeninvestedtopromotetheproject.

TheRTAhasalsoinvestedmorethan$50,000inadvertisingtheParticipeaudécor!contestthatinvitesresidentstobeautifytheoutsideoftheirhome.

Infact,theassociation’sactionsaregeneratingalotofinterest:theMinistryofCultureandCommunicationshasjustgiventheRTA$50,000todoanin-depthanalysisoftheCULTURATprojectandUNESCOispayingcloseattentiontotheparticipationofAboriginalcommunities.


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October2015Update

Currently,CULTURATconsistsof277projectsdesignedandcarriedoutby28municipalities,2communities,19schools,31organizationsand19companies,plus160citizenprojectsthroughtheParticipeaudécor!contest.

Thehighlyimaginativeprojectscreateastrongsenseofbelongingtotheregion.Awholecommunityismobilizingtopromoteitscultureandunitearoundacommonvision.

ThepreviousyearwasasuccessfulonefortheAbitibi-Témiscamingueculturaltourismmovement,andtheRTAwantstocontinueencouragingnewprojects.Apromotionalcampaignwillsoonbelaunched,andCULTURATwillbethekeycomponentoftheregion’s2016StrategicTourismDevelopmentPlan.


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2–HelpingaPortofCallforCruiseShipsTakeOff–ScotlandTheInverclydeTouristGroup(ITG)isatrulyinspiringexampleofpeople-centred,grass-rootstourismproductdevelopment.Developedin2001byagroupoffriends,theinitiative’smainfocusistohelpcruisepassengersonstopoverattheGreenockOceanTerminalexploretheirsurroundings.Madeupoflocalresidentswhoarepassionateabouttheirregion,thegroupoffers2-hourguidedcoachtoursaroundthevillageandalongthecoast.Today,thegroupiswidelyacknowledgedtohaverevitalizedanentireregion,notjustbycreatingaproducttoshowcasenaturalandhistoricalattractions,butalsobyunitinglocalstakeholdersaroundagenuinecruisedestination.

TourismProductsonOffer

Theguidedtoursareofferedtocruisepassengersonstopoverbutalsotolocaltourists.Therearethreetours,eachwithadifferentfocus:thehistoricoldtown,thesurroundingcountryside,andtheriverside(includingavisittoNewarkCastle),allleavingfromtheGreenockOceanTerminal. Thegoal is to showcase the small industrial town’sbuilt heritageandalso thenaturalheritageof theriverside,mountains,andpicturesquevillagestypicaloftheSecondWorldWarperiod.Entrancedbyviewsoftheport, lighthouse,castle,sugarfactory,paddle-steamers,museumsandtypicalScottishcountryside,andlulledbythestoriesoftheirguides,visitorsaretakenonajourneybackthroughtime.


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The volunteer-run group currently operates out of premises loaned by the Clydeport Ports Group, and runs a Visitor ReceptionCentre.Theyarethegatewaytothetown,providinggeneraltourist informationonpointsof interestandleisurefacilitiessuchasgolfcourses,restaurants,transportationandshopssellinglocalcrafts.

HowitWorks

The group is based on a membership system. Volunteersinterested in sharing their knowledge and experience mustregister and give their availability. The organization currentlyhas about fifty members who divide their time betweenmanningthevisitorcentreandleadingtours.Theyalsomanagethewebsite,whichhasbecomeatrustedresourcefor tourists,with information on everything from attractions and guidedtourstocruises.

Howit’sFunded

While the group relies mainly on donations, it also receivessome subsidies that it uses to pay for training,marketing/promotionandstrengtheningtieswithlocalmedia.

Partnerships

The ITG relies on key partnerships with tourism and heritageconservationagencies.TheagreementwithOakMall,forexample,comeswithimportantadvantages:itgivesthegrouppermissiontosetupatemporaryboothattheshoppingcentrewhereitcanpromotetheregionanditsservices,anditalsoprovidesalinktotheirwebsiteonthedropdownmenuundertheCruiseOfferstab.


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ThegroupthatstartedoutshowcasinglocalheritagetocruisepassengersisnowanintegralpartoftheInverclydeTourismStrategy.TogetherwiththeInverclydeCouncil(thebodyresponsiblefordevelopingregionaltourism)andmanyotherpartnerssuchasClydeMuirshiel Regional Park, the Federation of Small Businesses, the Chamber of Commerce, the Scottish Tourism Alliance and VisitScotland,theITGplaysakeyroleinenhancingtheregion’stourismappeal.

Actionsundertakenby thegroup includeconductinganannual visitor surveyof cruise shippassengers tomeasure the impactofcruisetourism,sharingknowledge,creatingnewexperiences,organizingconferencesandbeingpresentatmajornationalevents.

ProjectScopeandRecognition

In 2013, the Inverclyde Tourist Group received aQueen's Award for Voluntary Service andwon the accoladeof Best Cruise PortReceptionintheWorld.In2014,thegroupwasshortlistedfortheBankofScotlandCommunityAward.And,in2015,FirstMinisterNicolaSturgeonspokeoftherecordnumberoftourists(100,000)thathadarrivedatGreenock’sportonagrandtotalof56cruiseships,bringingsignificanteconomicbenefitstothesmalltown.

Adrivingforcebehindlocaldevelopment,theInverclydeTouristGrouphasmanagedtomobilizemajorpartnersaroundacommonvisionandlarge-scaleprojects.Injustafewyears,GreenockhasbecomeoneofScotland’smainportsofcall.


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3–Migrantour:InterculturalUrbanWalkingTours–Europe

Strongconnectionsbetweendifferentplacesandculturesarecreatedthroughinternationalmigration,especiallytourbancentres.Thestoriesofthosetakingpartintheseinterculturalmeetingsrepresentanimportantrecordofthetransformationstakingplaceinthesecities.Mindfulofthisdevelopment,in2010cametheideaofpromotingakindoflocal,responsibleandsustainabletourisminwhichso-called“conduitsofculture”(i.e.,theinhabitantsthemselves,butoftenfromdifferentbackgrounds)immersevisitorsintheirneighbourhood’shistory.

ProjectGenesis

TheideaofMigrantourbegantotakeshapeinTurin,Italy,thankstotheAgrobiodiversity,CulturesandLocalDevelopmentProgramfundedbyIFAD(TheInternationalFundforAgriculturalDevelopment),andsupportedbyOxfamItaliaandACRA.

Giventhelevelofinterestinandsuccessofthefirstphase,andtheexistenceofsimilarinitiativesinotherItalianandEuropeancities,OxfamItalia,ACRA-CCSandViaggiSolidalipromotedthedevelopmentofaEuropeannetworkofmigrantcitiesallunderasinglebanner.Therearecurrentlyninemajorcitiestakingpartintheproject:Turin,Milan,Genoa,Florence,Rome,Marseille,Paris,ValenciaandLisbon,andotherswhohavecomeonboardinthepastfewmonths,suchasArezzo,Bologna,Varese,Verona,LyonandNaples.

What’sOffered

Theideaistocreatewalkingtoursofaneighbourhood,iconicplaceorlivinghistoryeventthatisinsomewayconnectedtothecity’smigrantpopulations.Themulticultural“companions”takeparticipantstoplacesthatarerelativelyunknowntoregularsightseeingtourguides,andexplainitshistorical,socialandculturalsignificance.

Interpretingandunderstandingtheneighbourhood’ssocialandculturalpractices,makingconnectionswithitsinhabitants,dispellingmisconceptionsabout“theother,”tellingstoriesofthemigrant’ssingularjourney,thestrengthoftheimagination,andeconomicmediationarejustsomeofthemanytopicscoveredonthetours.


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HowitWorks

Thefirststepisforthecitytoconductpreliminarystudiesinordertochooseaparticularmulticulturalneighborhood.Thestudiesfocusonthehistory,geographyandsociologyofmigrationtothatneighbourhood,attheculturalbutalsoattheindividuallevel,asthemigrant’sjourneyisoftenauniqueandpersonalstory.

Thenextstepistodevelopcoursesforthetraineecompanions,whocanbeofallagesandallbackgrounds,aslongastheypossessadiversityofeducation,skillsandlifeexperience.Theonlyrequirementis,theymusthavemasteredthelanguageoftheircountryofresidenceandbecuriousabouttheneighborhoodanditshistory.And,theymustbemotivatedbyadesiretosharetheirimmigrationexperiences–theirownortheirfamily’s–therebyparticipatinginthesocial,culturalandeconomiclifeofthecityandreinforcingthevaluesofinterculturaldialogue.

OneofMigrantour’sobjectivesistohelpintegrateforeign-borncitizensandgivethosewhomayhavelimitedfinancialresourcesanopportunitytosupplementtheirincome.Thecompanionsarenotprofessionaltourguides,buttheyhavebeentrainedtoleadagrouponaneducationaltourdealingwithinterculturalthemes.Forinstance,companionsinParisaretrainedattheNationalMuseumfortheHistoryofImmigration(Muséenationaldel’histoiredel’immigration)andatParisVUniversity,wheretheystudysuchtopicsastourism,anthropology,communicationsandthehistoryofmigrationtothatparticularParisianadministrativeregion.Professionaltourguidesandcommunicationexpertsalsocontributetotheprogrambyteachingguidingtechniques,groupmanagementandvoicecontrol.Thetours–organizedbyBaštinaVoyages:responsibleandsustainabletouroperators–usuallylastabout2.5hoursandmostofthemarefree,althoughsomecostupto€15perperson.

Itisstillachallengetogetpeople–citizens,retailers,associations,studentsanddifferentlevelsofgovernment–involvedontheground,andtogetintouchwithfutureculturalconduitsreadytotakepartinthisvastyetaccessibletourismproject.

TheideabehinddevelopingaEuropeannetworkofMigrantCitieswastoincreasetheinitiative’simpactandensureaninnovativeapproachandtheimplementationofbestpractices.

Howit’sFunded

In2014,theproject(thenofficiallyknownas:MygranTour:aEuropeannetworkofmigrant-driveninterculturalroutestounderstandculturaldiversity)wasco-fundedbytheEuropeanUnionandtheIntegrationFund.Thelatterhasa€825-millionbudgetforthe2007-13periodandsupportsnationalprojects,butalsosmallerinitiativesthathelpnon-EUimmigrantsintegrateintoEuropeansocieties.


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Partnerships

Migrantourispromotedbyavarietyoforganizations:responsibleandsustainabletouroperators,suchasBaštinaVoyages(France),ViaggiSolidali(Italy)andPeriferiesdelMon(Spain);developmentandanti-povertyorganizationssuchasFondazioneACRA-CCS(Italy);NGOs,suchasOxfamItaly;andresponsible,community-basedtourismassociations,suchasMarcoPoloandRenovaraMouraria(Portugal)aswellasEarth,ortheEuropeanAllianceforResponsibleTourismandHospitality(Belgium).

Overview

Migrantourisapan-Europeantouristnetworkofurbanculturaldiversity.Therearecurrentlymorethan150companionsguidinggroupsofforeigntourists(andalsocuriouslocals,students,groupsandassociations)onapproximately20interculturaltours.Menandwomanfromoverfortydifferentcountriesandspeakingroughlythirtydifferentlanguageshavetoldtheirstoriestoover11,000participants.

TheopportunitiesforcollaborationaresonumerousthattheconcepthasalreadyexpandedbeyondtheEUandismakingitswaytootherinterestedcities,suchasHongKongandNewYork.

WhileMigrantour’sprojectscurrentlyfocusonthemigrationhistoryofmajorcities,thenetworkemphasizesthatsimilarinitiativescouldalsobedevelopedforandtakeplaceinsmallerurbanandevenruralcentres.


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4–PLANED:FacilitatingCommunityParticipationinLocalDevelopmentProjects–Wales

PLANED(PembrokeshireLocalActionNetworkforEnterpriseandDevelopment)wasestablishedin2001intheSouthPembrokeshirecountyofWales,withtheobjectiveofgetting localpeopleinPembrokeshireinvolvedindevelopmentprojectsthatwillimprovetheirqualityoflife–culturally,socially,environmentallyandeconomically.Throughaprocessthatinvolvesdevelopinglocalpartnershipsandshowcasingexistingresources,associationfoundersprovidesupporttohelpimplementtheactionschosenbycommunityresidents.Withthecollaborationoflocalcommunities,PLANEDorganizesworkshopsthatidentifytheirneedsandstrengths,weaknessesandopportunitiesandeventuallyleadtothedevelopmentofaCommunityActionPlan.

BackgroundandFirstInitiatives

TheSouthPembrokeshireActionforRuralCommunities(SPARC)startedoutin1991asasmallgroupofvolunteerswhowantedtosavea19th-centuryhouseintheircommunitywhich,atthatpoint,wasineconomicdeclineafteranumberoflocalbusinesseshadclosed.Throughaninnovative,pioneeringapproachthatintegratedthecommunityintothedevelopmentprocess,theorganizationquicklybecameasymboloflocalrevitalizationandhascreatedawiderangeofbestpractices.

Byraisingtheawarenessoflocalresidents andpromotingcommunity-ledregionaldevelopment,theassociationhasattractedmanypartnersanddevelopedconsultingandtrainingexpertiseaswellasaninternationallyrecognizedapproach.

PLANED’sgoalremainsthesametodayaswhenitstartedout:namely,toplayavitalroleinempoweringandenablinglocalcommunitiestobefullandequalpartnersinthedevelopmentoftheirarea.Itdoessobybringingcitizenstogetherwithlocalbusinessesandotherorganizationssotheycanworktogetheronstrategiesandprojectsthatwillimprovetheirqualityoflife.


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ServicesOffered

PLANEDworkstoimplementanumberofinterrelatedstrategieswhich,takentogether,promotesustainablelivingforthecommunityby:

• Supportinglocalcommunityactivitiestoimprovecitizens’qualityoflife;• Promotingasenseofplace;• Developingacommunitycultureofentrepreneurship;• Encouraginglocalenterprise;• Developingsustainabletourism;• Supportingsustainableagriculture.

Theareasinwhichtheorganizationoperatesandforwhichitprovidesconsultingservicesare:sustainabledevelopment,energyandtheenvironment,heritageandtourism,agriculture,businessnetworksandtrainingthroughso-called“taster”courses.

Theobjectiveforanyprojectinvolvingheritageandtourismisprimarilytomaketheregionmoreattractiveforbothvisitorsandlocals.Initiativestoenhancearegion’sbuiltandnaturalattractionsincludeimplementingbestenvironmentalpractices,safeguardingandpreservingheritageandorganizinginterpretationactivities.

Aftermeetingwithseveralgroupsandcommunitiestodiscusstheirlocalheritagefeatures,PLANEDsetupawebsitetopromotetheregiontoforeignvisitors.ExperiencePembrokeshireprovidesawealthofinformationconvenientlydividedintoseveralcategories:BuiltHeritage,includingmilitaryandindustrialbuildings,pre-historicremains,castles,etc.;Landscapes,includingestuariesandwaterways,moors,woodlands,walkingtrails,etc.;Events,andFestivals.Theassociationevenoffersself-guided,week-longpackageholidaysforavarietyofdifferentinterests(coastalislands,archeologicalsites,cathedrals,clifftops,beaches,etc.)aswellasanumberofguideddaytrips.Thedaytripscost£25perperson,includingtransportationandlunch,whiletheholidayscostbetween£315and£470ahead.


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ThankstoanetworkoforganizersknownasFestival&EventConnectionsthatwascreatedbytheassociation,todayPembrokeshireiswell-knownforitsfestivalsandevents.Atrainingcoursetohelpcommunitiespromotetheirlocalculturehasbeendeveloped,andregularnetworkingeventshelporganizersstayabreastofissuesandinformationandsharebestpractices.

ThroughtheResearch,InterpretationandCelebrationofCommunityHistoryandHeritageprogram(orRICCHH),theassociationencouragescitizensandcommunitiestoresearchandcelebratetheir“senseofplace”,aconceptbasedonthearea’sdistinctiveheritagefeaturesanduniquesceneryandattractions.ThefeelingofcommunitypridefosteredbyPLANEDhasgivenrisetoanumberofcollectiveinitiativesinsmallercommunities,suchashistoryleaflets,themedwalkingtrails,interpretationpanelsandexhibitions.

Oneoftheassociation’sprioritiesistodevelopexemplaryenvironmentalandsustainablepractices.Tothatend,theSustainableToolkithelpscommunitiesunderstandhowtheyimpacttheenvironmentandlearnsoundandrespectfulmanagementpractices.


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Similarly,theassociationhascreatedtheGreenwaysHolidaysBureau,thatencouragevisitorstoconnecttothecountythroughsuchactivitiesaswalkingorcycling,andpossiblyspendingthenightatanearbyfarmorBed&Breakfast.ThisapproachhasgeneratedsignificantinterestamongtravelagenciesinGermanyandtheNetherlands.

OtherprojectsthathavereceivedPLANEDsupportincluderestoringarchaeologicalsites,buildingboardwalksandbirdobservationtowers,creatingtrailswithinterpretivesigns,providingfundingforanewTouristInformationOffice,andmuchmore.

HowItWorks

AllassociationdecisionsaremadebytheGoverningBoard,madeupofPembrokeshirearearesidentsandrepresentativesfrompublicbodies.TheBoardestablishesadevelopmentplan,includingastrategyandpriorities,foreveryprojectsubmitted,andthesearecarriedoutbyateambasedatthePLANEDofficeinthesmalltownofNarberth.

TwokeyelementsofthecitizensupportprocessareCommunityForumsandCommunityActionPlans.CommunitiesareencouragedtosetupCommunityForums,wheretheycollectivelyidentifylocalneeds,opportunitiesandpriorities,whicharelaidoutinCommunityActionPlansandwhich,inturn,feedintoHubDevelopmentPlans.

HowIt’sFunded

PLANEDhasreceivedfundingof£1.9millionfortheentirecountyfromtheWelshAssemblyGovernment(WAG)throughitsRuralDevelopmentPlanforWales2007-2013.ItalsohasotherfundingstreamssuchasvariousEUprograms,theBigLotteryandtheHeritageLotteryFund,fromwhichitreceived£4,600.

Partnerships

PLANEDworkscollaborativelywitharangeofpartnersfromthepublic,privateandvoluntarysectorsaswellasspecialinterestgroupstodevelopintegratedactionplans.TheCountrysideCouncilofWales,thePembrokeshireCoastNationalParkandDyfedArchaeologytotheWIhavepartneredwithPLANEDonvariousprojects.


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5–Walyku:TheFirstAmerindianTourismProduct–Guiana

WalykuisthenameforagroupofpeopleintheAmerindianvillageofFavardwhodecidedtojoinforcesandcreateaculturalproductdesignedtofosterlocaldevelopment.Thegoalofthiscommunityprojectistohelptouristslearnaboutvillagelifethroughthemedtoursthatfocusonlocalhabitsandcustoms.TheprojecthasbecomeasuccessstoryandanexampleforallofFrenchGuiana,andisamustfororganizedtours.Composedof70%unemployedandunskilledyoungpeople,theprojectisanimportantfactorinboostinglocaldevelopmentandsocialintegration.

Theproject,entitledDéveloppement localduvillagedeFavardpar lacréationd’uneoffretouristique (orDevelopingtheVillageofFavard throughTourism), consistsofdevelopinga tourismproductbasedonactivities thatarepartof thecommunity’sdaily life,suchasartsandcrafts,agricultureandfishing.

The Walykuassociation was initially formed in 1992, based on the idea of using culture to make the village more prosperous.Nineteenyears later, thevillagepopulationdecidedtoset themselvesanewgoal:namely, toworkatdevelopingtourismaroundtraditionalculturalandsportsactivities,andalsotofightagainstdrugandalcoholabuseamongAmerindianyouth.

Partnerships

While the association initially focussed on building sanitation infrastructure and improving villagers’ quality of life (by organizingChristmasparties,sportsevents,alibrary,etc.),2014wastheyearthevillageformedpartnershipswithPeupl'enharmonie,APROSEP(a sports and community education association) and theGuiana RegionalNature Park in order to develop a cultural product fortourists. And,while Peupl’en harmonie helps the association set up and implement an authentic product, APROSEP handles thefunding. Its most significant contribution was securing €11,000 of funding from the EU through its LEADER rural developmentprogramme. Another important event was the agreement, signed with the Regional Nature Park at project start, to providehospitalitytrainingtovillageyouthtaskedwithwelcomingtourists.TheParkalsoagreedtohelpprovideovernightaccommodationfortouristsbybuildingcarbets:atypeofhutmadefrombranches,grassesandpalmfronds.


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TourismProductsonOffer

• TransportationbydugoutcanoefromthecityofRouratothevillageofFavard;• Comfortablebutunusualaccommodationinabedorhammock;• TraditionalGuyanesemeal;• Guidedtoursofthevillage,theabattis(atypeoffortification)andtheLaCarolineResidence;• Foresthikes,suchasa4-hourhikeonCheminRoy;• CanoetripsontheOyac,ComtéandOrapuRiversandnearbycreeks;• Introduction to traditional activities such as:working on theabattis; paddling a dugout canoe, fishing,making chocolate,

couac(amanioc-basedflour),cachiri(alocalbeer),necklaces,basketwork,etc.;• Overnightaccommodationinequippedcarbets(atypeofroughshelter).

Thetourismproductwillbeimplementedinfourphases:

• Phase1:Productdesignandset-up;• Phase2:Trainingforthoseinvolved;• Phase3:Constructionandlayoutofinfrastructure/facilitiesandtouristtrails;• Phase4:Marketingandpromotionofthetourismproduct.

Phase1startedonMarch1,2014afterfundingwassecuredfromtheLEADERprogrammeandtheEU’sGeneralCouncilforaperiodofoneyear.Atthesametime,ajuniorKindergartenandalibrarywereopenedtoimproveaccesstoeducationandculture.Providingsharedspaceforeducation,trainingandmeetingsispartoftheproject’sobjectivetoforgestrongerconnectionsbetweenvillagers.

Theassociationsaysittookthemayeartoformandtrainateam,designandcreatetheproductsandtakecareofadministrativeissues. Today, the village offers six one-day tours and 10 half-day tours.Met upon their arrival in the city of Roura, visitors canchoosefromarangeofactivities,eachonecostingbetween€60and€100perperson:historyandtourofthevillage,foresthikeandintroduction to herbal remedies,making chocolate orwassaï juice,weaving leaves, carving gourds, canoe trips on the Comté orOrapuRivers(toFourgassier),archery,fishing,etc.


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EconomicandSocialImpact

Directlyorindirectly,theeconomicandsocialbenefitsaffectmostofthevillage’sinhabitants.Forthevillageand,indeed,forallofFrenchGuiana,theprojectisbothinnovativeandcapableofgeneratinggrowth.“Growth-generating”becauseitprovidespreviouslyunemployedvillagerswithpaid,professionalemployment,and“innovative”becausethistypeoftourismwaspreviouslyunknowninGuiana.


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