mapping out for heritage framework

8/10/2019 mapping out for heritage framework

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ILS Discussion Paper Series 2012

Mapping Out Employment

Opportunities

in the Cultural Heritage Sector

A Strategic Framework

Bryan M. Balco


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For Discussion Purposes Only

MAPPING OUT EMPLOYMENT OPPORTUNITIES

IN THE CULTURAL HERITAGE SECTOR:

A STRATEGIC FRAMEWORK

Bryan M. Balco

The views expressed in this paper are those of the authors and do not reflect the opinion of theInstitute for Labor Studies and the Department of Labor and Employment.


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MAPPING OUT EMPLOYMENT OPPORTUNITIES IN THE CULTURAL HERITAGESECTOR: A STRATEGIC FRAMEWORK

Mr. Bryan Millares Balco, Institute for Labor Studies

________________________________________________________________

OVERVIEW

This paper seeks to achieve two end goals. First is to examine and study the economicpotentials and viability of the Cultural Heritage Sector and second is to map out and spotpossible jobs, livelihood, employment and business opportunities in the Philippines that canbe created and generated through various cultural heritage-related activities, initiatives andendeavors. To achieve these objectives, the study will firstly give an overview of whatcultural heritage is all about and the activities that are directly linked or indirectly related toit. It will also distinguish the difference between tangible cultural heritage and intangible

cultural heritage. Such definitions are important, especially in ensuring the consistency ofthe course of this research.

Secondly, the author of this research will strongly build and make the economic case andargument for cultural heritage by appreciating the use value of heritage and the concept ofthe spill-over effect. The research will also examine the two ways and tracks by whichcultural heritage promotion can be operationalized and undertaken: cultural tourism andheritage preservation by linking such concepts to two important sectors and industries towhich its feasibility heavily rests and relies: construction and tourism. The paper will alsodiscuss the heritage concept of adaptive re-use as a key business argument for doingcultural heritage work. Further, the study will cite the case of Vigan City, heralded as a

model in cultural heritage preservation and tourism, which will serve as a backbone andconcrete proof that cultural heritage promotion is indeed doable and viable.

Thirdly, with the economic case for cultural heritage promotion established, this paper willseek to map out and pinpoint certain cultural heritage activities and projects that can createjobs and employment opportunities and fuel investment and business growth.

Fourthly, after mapping out employment opportunities in cultural heritage, the author of thispolicy paper will then lay down strategic policy directions and prescriptions for the DOLE totake in order to realize and achieve the objectives of this Cultural Heritage StrategicFramework Paper, which also include exploring the possibility of cultural heritage tourismand preservation in the Capital City of Manila, given the fact that among the cities in theNational Capital Region (NCR), it is the only one that still has most cultural heritage sitesand treasures. The paper will also identify key sectors, agencies and institutions that willplay pivotal roles in the promotion and revitalization of the Filipino Cultural Heritage Sector.Moreover, it will also define the scope and role of the Department of Labor and Employment(DOLE) in this initiative and agenda.

In the end, the ultimate goal of this research is that of cultural revitalization and jobscreation for the Filipino people.


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I. WHAT IS CULTURAL HERITAGE? DEFINING THE MEANING OF CULTURALHERITAGE

Heritage is defined as something that is acquired or inherited from the past. In general

terms, it could mean something like properties being bequeathed by parents to theirchildren as a matter of both moral obligation, natural consequence and legal inheritance.But more than being something passed on from one generation to another, heritage isactually a thing of the past that has been handed down for continuity and posterity.

According to Throsby (2006), [a]s its dictionary definition indicates, heritage is somethinginherited from the past. Attaching the adjective cultural to it defines its scope moreprecisely it means we are talking about inherited things that have some culturalsignificance, where the term cultural is used both in its anthropological or sociologicalsense and also in its more specific artistic or aesthetic interpretation. In this regard, theterm heritage takes a more definitive form and meaning. Cultural heritage must be

understood as things that are inherited from the past which are of cultural value and havehistorical significance and meaning to a particular community or society.

Specifically, as stated in the Gauteng Mapping Report on Cultural Tourism and HeritageSector (2007), cultural heritage "includes many forms such as buildings, arts, crafts that addvalue to society. Intangible heritage such as symbolism, languages, oral history and dancealso form part of our cultural heritage." In a socio-cultural context, cultural heritage is "'whatwe inherit', 'what we value', or 'what we want to pass on to future generations'."

Cultural Heritage: The Tangible and The Intangible

While cultural heritage refers to historical things and artefacts obtained from the past, itmust be noted that there are two types of cultural heritage: the tangible cultural heritageand the intangible cultural heritage. And although most of the time, it is "equated with'preserved old buildings' in the sense that "it is seen as a tangible thing rather than anintellectual or abstract concept such as lifestyle, commercial organization or social behavior"(Cegielski, et al, 2000), cultural heritage can also include those that are considered asintangible. As Throsby (2006) puts it, it is helpful to distinguish clearly between tangiblecultural heritage, existing as buildings, locations, precincts etc. or as paintings, sculptures orother artefacts, and intangible cultural heritage, comprising traditions, customs, beliefs etc.as well as artworks existing as public goods like literature or music.

On the one hand, tangible cultural heritage, in general, refers to the built heritage like oldhouses and buildings. For most people, the best example of a tangible cultural heritagewould be historical and heritage sites, which help them give a visible glimpse of the past.Cegielski, et al (2000) state that "heritage sites provide links between past, present andfuture. In this way, they said, "sites of tangible natural, cultural and built environments ofan area" could also provide experiences and "heritage values such as authenticity, nostalgia,uniqueness, discovery, knowledge and links with the past" (Cegielski, et al, 2000). However,it must be noted and clarified that built or tangible heritage sites are not just limited tohistorical houses and dilapidated old buildings. Museums, which house huge collection ofhistorical objects, artefacts and documents, are also considered as built heritage sitesbecause they preserve things from the past. Libraries, archives and private collections whichkeep volumes of historical documents, books, scrolls, manuscripts and the like can also be

considered and categorized as built heritage sites.


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On the other hand, the intangible cultural heritage, broadly speaking, pertains to things thatcannot be touched physically like language, customs, traditions or ways of life. Intangiblecultural heritage includes tales, anecdotes, legends, fables, sayings, stories, oral histories,local or ancient knowledge, literature, poems, epics, folklores, folk songs, folk dances, folk

games, martial arts, local sports, traditional weaving or woodcraft-making skills, culinary andcooking styles, cultural performances and shows, national memorials and holidays andreligious festivals and events, among others.

Under this distinction and definition, tangible cultural heritage in the Philippine settingincludes historical sites and old buildings like the old Spanish citadel of Fort Santiago inIntramuros, Manila, centuries-old churches like the Baclayon Church in Bohol and the Miag-ao Church in Iloilo, old mosques in Tawi-tawi and Sulu, heritage sites and historical districtslike the Banaue Rice Terraces in Ifugao, the Vigan Heritage Town in Ilocos Sur and theChinatown district of Binondo in the City of Manila. Whereas, intangible Filipino culturalheritage can refer to various religious festivals like the Feast of the Black Nazarene in

Quiapo, Manila; the Feast of Our Lady of Penafrancia in Bicol; the Feast of Sto. Nino inCebu; and the Chinese New Year celebration in Binondo, Manila. It can also include secularholidays and events such as the celebration of Independence Day, Ninoy Aquino Day,Bonifacio Day, Rizal Day and the commemoration of the 1986 EDSA People PowerRevolution. Intangible cultural heritage can also include Filipino epics, folksongs, folkdances and folklores such as the Pasyon,Biag ni Lam-Ang, Ang Alamat ni Pilandok, BahayKubo, Tinikling and Pamulinawen, among others.

On the overall, both the tangible and intangible cultural heritage objects and practices formthe bulk of the so-called "cultural capital", which in essence is cultural heritage resourcesthat can actually yield economic produce and results. Assessing a community or a society's

cultural capital and how these cultural and historical capital and resources can be turnedaround for concrete socio-economic gains is very crucial, especially in presenting theeconomic case for the promotion of the cultural heritage sector.

II. BUILDING THE ECONOMIC CASE FOR CULTURAL HERITAGE: HERITAGE

MEANS JOBS


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More than knowing the definition and classifications of cultural heritage, what is imperativein this paper is laying down the case and argument for the promotion and revitalization ofthe cultural heritage sector. Though often overlooked and undervalued, heritage plays animportant role in society and in the economy. Cultural heritage or the historic built

environment has a big part to play "in promoting economic growth" and as such, it can help"boost the local and national economy and create jobs by attracting tourists andinvestments, and providing leisure, recreation, and educational facilities" (PPS 15: 2009;Tweed 2007, Nikamp, Riganti: 2008; EH Guidance Note to Circular: 2009, as cited inVakhitova, 2010). Hence, by this virtue alone, cultural heritage cannot be simply ignored orput aside.

As briefly discussed and stated in the first section of this paper, it is important to assess andstudy the value of cultural capital and heritage resources so as to clearly lay down theeconomic foundation and rationale for supporting and driving the growth of the culturalheritage sector in the Philippines. Doing this is a step in determining whether something

concrete, economic and tangible can be actually gained or not from pursuing culturalheritage-related activities and initiatives.

The use value of Cultural Heritage

In the same way that there is both a tangible and an intangible cultural heritage, there isalso both a direct and indirect use value of cultural heritage. Direct use value pertains tothings which produce concrete results such as profits and earnings resulting from culturalheritage activities. Non-use value is the indirect use value of cultural heritage, which is moreof the intangible and metaphysical aspect such as deep appreciation and affection for acertain cultural object or historical site - a value which cannot be measured in concrete

terms such as profits, revenues, or number of jobs and business establishments created.

Nonetheless, for purposes of discussion in this research, focus shall center on the 'use value'of cultural heritage resources and capital. In another paper, Throsby (2007) defines the usevalue of cultural heritage as the "value that accrues to individuals, households, or firmsthrough the direct consumption of heritage services." Accordingly, such use value of culturalheritage "may be experienced in different ways, for example through the ownership ofheritage assets, or through the enjoyment of the services of a heritage asset by living in aheritage house or working in a heritage building; such values are reflected in marketprocesses, and can be observed, for example, in the actual or imputed rental value ofheritage buildings used as dwellings or commercial premises" (Throsby, 2007).

Further, Throsby (2007) states that the direct use value of cultural heritage can bemeasured in different ways. One example would be the entrance fees paid for by tourists toget a glimpse and experience of a heritage site. He then notes and reminds that in order toassess the direct use value attributed to heritage sites, it is important to keep in mind that"heritage value per se is actually a marginal value: the building would presumably havesome rental value as commercial space in the absence of any heritage quality, and thequestion to be asked is whether the rent is higher or lower as a result of its heritagecharacteristics" (Throsby, 2007). He adds that, "the rental value of such buildings might behigher if people prefer to live in heritage houses or work in a listed building, or it might belower if, for example, the building were inconvenient because of its antiquated design orfacilities" (Throsby, 2007). With regard to this direct valuation of cultural heritage, he states

that "on the whole, the market seems to suggest that these sorts of direct use values arepositive, insofar as studies of the effect of heritage listing on the price of houses or other


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buildings mostly indicate a positive premium (see, for example, Shipley, 2000; Leichenko etal., 2001; Deodhar, 2007); this is not surprising since in general heritage properties aredemanded by people who do value heritage services and so are prepared to bid up thepurchase or rental prices of such properties" (Throsby, 2007).

However, the direct use value of cultural heritage will be underestimated andunderappreciated if such valuation will just be limited to cultural heritage itself. As such, itmust be emphasized that the positive impacts of the cultural heritage sector would be betterseen and appreciated if these are seen in the larger context of booming local industries,bustling tourism and thriving small businesses. In other words, in the economic context, thecultural heritage serves as a bridgeway/gateway to other sectors, particularly, tourism andconstruction, through two main component activities and paths: cultural tourism andheritage preservation.

Cultural Tourism and Heritage Preservation

The Cultural Heritage Sector can be divided in two component activities (which can also becalled its sub-sectors): heritage preservation and cultural tourism. Although intrinsicallylinked to one another, there are distinction between the two activities/sub-sectors. One,heritage preservation "focuses more on the preservation of history and culturepredominantly through not for profit mechanisms and organisations such as museums" andtwo, heritage conservation "includes both formally recognised heritage resources managedby the institutions such as museums and heritage resources agencies (i.e. the formalheritage sector) as well as heritage resources owned, protected and managed by individualsand communities (Deacon, Mnqolo and Prosalendis, 2003, as cited in Gauteng MappingReport, 2007).

On the other hand, cultural tourism pertains to the experience of tourists and visitors"travelling to particular locations for the express purpose of understanding and/orexperiencing a culture that is somehow different from their own and to increase theirappreciation of cultural resources (Ramchander, 2004 as cited in GautengMapping Report,2007). Further, technically speaking, cultural heritage tourism is the "subset of tourismconcerned with a country, region, or citys culture, specifically the lifestyle of people in ageographic area, their history, architecture, art, religion, and other elements that shape theirlives" and it also means "travelling to experience the places and activities that authenticallyrepresent the stories of the people of the past and of the present" which includes "visitingirreplaceable historic, cultural and natural resources" (Von Einsiedel, 2010).

In a nutshell, it is clear that heritage preservation focuses on the actual restoration andconservation of built heritage sites while cultural tourism revolves around visiting,experiencing and travelling in heritage sites, which require heavy construction work andaggressive tourism promotion, respectively.Catching the 'spill-over' of the Cultural Heritage Sector

Given this, activities in heritage preservation and cultural tourism promotion can contributeto the growth of the construction industry and the tourism sector. For instance, heritagepreservation is primarily accompanied by public works and construction activities; in thisway, restoration, rehabilitation and conservation efforts can help drive and sustainconstruction projects in the long-run. Such construction works normally involve labor-

intensive activities, repairs and undertakings, which in turn require the hiring andrecruitment of labor and manpower resources. In this regard, heritage preservation and its


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"indirect spinoffs can benefit the construction and service industries (IAIA: 1994, 2, citedin Vakhitova, 2010), i.e. adding value to the area/property" (Vakhitova, 2010). Meanwhile,cultural tourism, for its part, is characterized by the influx of tourists and visitors who willnot only visit cultural heritage sites but will also consecutively fuel various businesses in

other sectors like hotel, lodging and accommodation; food, coffee shops and restaurant; andarts and woodcrafts, among others. Such activities arising from both heritage preservationand cultural tourism are called as "spin-offs" or "spill-over effects."

Spill-over effects are those activities primarily resulting from cultural heritage tourism andpreservation whose results and impacts are transferred and spread from one sector toanother, as illustrated in the preceding paragraph. In the context of heritage preservation,spill-over effects are seen in the thriving of small businesses located in a town or city wherethere is a prominent heritage site or historical house. In other words, more than being justthe direct generator of jobs within its own premises (via construction and rehabilitationworks), by preserving a heritage site with the potential of becoming a prominent tourist spot

and attraction, heritage preservation also helps create and expand employment andbusiness opportunities in other sectors and activities like hospitality (hotel and lodging),transport (rented service vehicles), and education (field trips and guided tours). Onceheritage preservation is done with this aspect, cultural heritage tourism will now, in turn, doits part by supplying and attracting the prospective tourists, buyers and consumers in theheritage zone or district that would fuel demand for cultural tourism products and otherservices. This example best shows and illustrates how the spill-over effect of culturalheritage tourism works.

Selling Heritage to Business: The Concept of Adaptive Re-use

The concept of spill-over effects presents a strong economic case for the cultural heritagesector. However, there are also lingering concerns as to whether pouring out resources andinvesting in the preservation of old and historic sites and buildings is profitable, practical andviable or not. The concept and principle of adaptive re-use, in this aspect, serves as aresponse to such business and economic concerns on the feasibility and viability of culturalheritage as a sector. Adaptive re-use, as a matter of principle for heritage conservation,quells the doubts and concerns of many businessmen and even government officials andordinary people who often overlook the merit and value of cultural heritage in society.Oftentimes, cultural heritage is seen as an obstacle to modernization and development.However, with the concept of adaptive re-use, cultural heritage becomes more of a businessopportunity and investment incentive rather than a stumbling block to progress. It gives theopportunity for culture and business to cross and merge paths. With adaptive re-use,heritage sites and historical buildings need not be destroyed and demolished because theycan be redirected for more active purposes, apart from just being a passive tourist site;hence, the term 'adaptive re-use.'

For example, old and historic buildings can offer its rooms and spaces for various businessfirms and outlets. Depending on the situation and circumstances, historic buildings can beless expensive and more economical and thereby, more attractive to businessmen andinvestors, as compared to constructing new buildings. In this way, the adaptive re-use ofhistoric sites and buildings not only revitalizes heritage restoration but also generatesemployment opportunities for people living in areas where such historic and heritagebuildings are located. Simply put, adaptive re-use is another means by which the heritage

sector can become a more attractive area and incentive for investments and also, by whichcultural heritage preservation can become a direct generator and magnet for business and


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jobs, in terms of its ability to further enhance and harness not only its own economicpotentials but also other sectors', as well (Throsby, 2006 and 2007 and Zerrudo, 2008). Withcareful planning backed up by sound researches and good implementation, all theseconcepts of cultural heritage preservation and tourism (direct use value, spill-over effect and

adaptive re-use), can be translated and turned into real results, like in the case of Vigan Cityin the province of Ilocos Sur.

The Experience of Vigan City: Living Heritage

Apart from laying down the theoretical backbone for cultural heritage promotion, citing thecase of Vigan City is a testament that such a thing can indeed be done. The story of ViganCity is a concrete proof not just of the viability but also of the profitability and sustainabilityof the cultural heritage sector. Vigan is the capital of the province of Ilocos Sur in NorthernPhilippines. Like most towns and cities in the country, the City of Vigan dates back its formalfounding to the Spanish times. Among Philippine cities, Vigan has one of the most

preserved Hispanic-era heritage houses and cites. Accordingly, Vigan has about 187massive-structured ancestral houses, which are either used for religious or administrativepurposes (NSCB, 2003). Because of this huge cultural capital, Vigan is one of the mostpopular tourist destinations in the country and has about 17 hotels and lodging inns toaccommodate at least 250 guests each (NSCB, 2003). A number of these hotels and lodginginns were originally ancestral houses but have been re-used 'adaptively' for both heritagepreservation and revenue generation purposes. More so, the spill-over effect of culturalheritage tourism can be clearly seen in the City of Vigan with the influx of tourists who comein the city to feel and experience its historical ambiance, thereby benefiting otherbusinesses, too, such as souvenir shops, food, restaurants, woodcrafts, textiles andpotteries.

Cultural heritage tourism and preservation has helped Vigan a lot, culturally andeconomically. In 1999, the City was declared a UNESCO World Heritage Site, which was arecognition of its cultural value and significance. Such an achievement was made possible bythe coordination and participation of key players: the community, the cultural heritageconservationists and most importantly, the local government of Vigan, which came up with aHeritage Conservation Masterplan and Guidelines and has been credited for its proactiveinvolvement and leadership in preserving the city's cultural treaures (Zerrudo, 2010). Asaptly put by Bielza-Valdez (2009), the heritage conservation program of Vigan City"demonstrates how cultural conservation can be used to achieve sustainable economicdevelopment. Now, Vigan is a vibrant center for trade and tourism as its cultural treasuresand pre-colonial industries continue to fuel the economy that has grown significantly in ashort span of seven years." To further strengthen the livelihood and skills component of itsheritage program, the City of Vigan has also entered into an agreement with the TechnicalEducation and Skills Development Authority (TESDA) and the United Architects of thePhilippines to establish an Escuela Taller, which is a training school for potential architects,cultural workers and restorers (Bielza-Valdez, 2009). Recently, a similar project calledEscuela Taller de Manilawas also launched in Manila in 2009 under theAgencia Espanola deCooperacion Internacional para el Desarollo (AECID/Spanish Agency for InternationalCooperation and Development) of the Spanish Government. The Escuela Taller in Manila hasbeen giving heritage preservation skills training mostly out-of-school youths (OSYs) for thepurpose of cultural preservation and employment opportunities generation.

This feat achieved by Vigan is also being replicated in other cities and areas in thePhilippines where there is a strong potential for cultural heritage tourism such as the Taal


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Heritage Town in Batangas, the province of Bohol, which has been embarking in culturalheritage preservation and eco-tourism at the same time, the province of Iloilo which isbanking on church heritage tourism and Zamboanga City, which is currently banking on itsimage and brand as the Latin City of Asia to entice more tourist visits and arrivals. And the

fact that Vigan Story is being replicated throughout the country is enough empirical evidencethat cultural heritage is indeed feasible, profitable and viable, not just in terms of tourismand construction but also in terms of jobs and employment opportunities.

III. MAPPING OUT EMPLOYMENT OPPORTUNITIES IN CULTURAL HERITAGE

Based from the concepts, models and examples enumerated and discussed in the precedingsection, it is clear that the main vehicles by which the cultural heritage sector can generatejob opportunities would be through tourism and construction. However, in the context ofcultural heritage promotion, preservation and construction work is most likely a result and

consequence of the desire to attract more tourists in order to generate more income and


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create more opportunities for people. As such, tourism plays a role not just in the culturalheritage sector but in the entire economy, as well.

Recent National Tourism and Employment Statistics and Trends

Since it is a demand-oriented industry that cuts across, tourism has been cited as one of thekey winner industries that can help fuel economic growth and development in the Philippines(Virola, et al, 2011). Due to aggressive promotion and strong efforts, tourism in thePhilippines has significantly grown in the recent years. From 2.291 million in 2004, touristarrivals to the Philippines has leaped to 3.520 million in 2010, or an average growth of 7.4%during this six year-period. Consequently, tourist receipts also increased from US$1.9 billionin 2004 to almost US$2.5 billion in 2010 (Virola, et al, 2011). Among the most visitedprovinces, Cebu (with 1.8 million visitors in 2009) is one of the places in the country thathas been praised for its strong cultural heritage tourism program. For 2010 alone, tourism'scontribution to economic growth was believed to be at around 5.8 percent (Virola, et al,

2011), which is considerably much higher than another sector which has been touted also asa key winner industry but could have negative repercussions on cultural heritagepreservation and eco-tourism: the mining industry.

Due to its great ability to create jobs, tourism has been considered more as an employmentprovider rather than as an income generator. According to Virola, et al (2011), the share oftourism to total employment has averaged almost 10 percent during the period 2000-2010.In actual terms, the same authors also estimate that the number of people employed intourism was estimated to be at around 3.7 million in 2010. Every year, the tourism industryhas been posting an average employment growth of 3.7 percent and most people areemployed in the transport sector industry, which comprise 42.1 percent of the total number

of people employed and engaged in tourism; the food and beverage industry came insecond (Virola, et al, 2011).

Employment in Cultural Heritage Tourism

As regards employment in cultural heritage tourism, the number of people working inRecreation, Entertainment and Cultural Services classification and occupation group of thedata on Total Employment in the Philippines and Employment in Tourism Industries, 2000-2010, could serve as a proximate data for the actual jobs in the Cultural Heritage Sector.Accordingly, the Recreation, Entertainment and Cultural Services occupation grouping is thefourth largest employment provider out of the seven tourism industries. Employment inrecreation and cultural services has grown from 245,000 in 2001 to 362,000 in 2010. Inother words, it posted an increase in employment growth from a low of 1.8 percent in 2001to a whopping 17.3 percent in 2010 (Virola, et al, 2011).

Heritage Employment Mapping: Spotting the Opportunities

Aside from the figures and statistics on the state of Philippine tourism shown in the previouspage which present a bright spot for the sector of cultural heritage tourism andpreservation, especially in terms of employment opportunities, the country has also a longlist of cultural treasures and heritage sites, which would actually link and pull together allthe elements and ingredients needed to successfully boost the Filipino Cultural HeritageSector. Among these are UNESCO-recognized heritage sites such as the Historic Town of

Vigan, the Banaue Rice Terraces, the Miag-ao Church in Iloilo, Paoay Church in Ilocos Norte,Santa Maria Church in Ilocos Sur and the San Agustin Church in Manila, among others. A


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number of heritage and historical sites in the Philippines can be found in the capital City ofManila like the walled city fortress of Intramuros, the Chinatown district of Binondo, the oldcommercial district of Escolta and various Spanish-era churches such as the ManilaCathedral, Quiapo Church, Malate Church and Sta. Ana Church, among others.

With these large pool of existing Filipino cultural heritage capital, treasures and resources, itis important to spot out the various activities in heritage preservation and cultural tourismthat can create such huge employment potentials. To do this, the author of this paper hascome up with a general and conceptual strategic framework that will guide the mapping ofemployment opportunities in the cultural heritage sector. This strategic framework isanchored on the concepts and principles of cultural capital maximization, spill-over effectand adaptive re-use and the goals and objectives of heritage preservation and culturaltourism (See Appendix A: Conceptual and Strategic Framework for HeritageEmployment). The Framework rests on the belief that given the deep appreciation, soundpolicy interventions and proper market orientation and linkages, the Filipino Cultural

Heritage Sector can be a driver for employment generation through heritage preservationefforts and cultural tourism promotion and thereby, improve the standards of living ofpeople.

Job Opportunities in Heritage Conservation

On one hand, jobs can be created in heritage preservation through construction works thatwould require repairs, rehabilitation and conservation of heritage sites and historic buildings.Such public construction works can be done through public-private partnerships, localgovernment support and community engagement. In itself, heritage preservation canbecome a direct generator of employment via the construction work that it entails which

require a substantial pool of labor and manpower supply (See Appendix B: Mapping ofEmployment Opportunities in Heritage Preservation). With that, heritagepreservation efforts can include the following labor-intensive cultural-economic activities: 1.)building, beautification and management of museums, monuments, plazas and parks; 2.)maintenance, repairs and rehabilitation of old buildings and houses; 3.) adaptive re-use andcreative use of historic buildings, houses and establishments for business purposes; 4.)restoration and preservation of paintings, old books, art works, artefacts and the like; and5.) community participation and protection of historical districts and heritage zones.

From these heritage conservation activities, the various jobs can be potentially generated. Inthe area of heritage preservation itself, construction workers, builders, foremen, architects,engineers, carpenters and masons, with the proper heritage preservation knowledge andskills, will be certainly in demand, once the impetus for preservation work is kicked off. Asidefrom purely conservation work, heritage preservation can also fuel employment in the fieldsof museums and archaeology, as these would require the hiring of more museum personneland cultural excavation workers; activities like these are very much a part of heritagepreservation, since museums play a large role in it. Also, heritage preservation efforts createits own spill-over effects, particularly in the area of community involvement, in which peoplethemselves organize and employ themselves as custodians, guardians, security personneland volunteers for the maintenance and safeguarding of cultural heritage sites.

'Spill-over' Employment Opportunities in Cultural Tourism

As for the area of Cultural Tourism Promotion, it is important to identify employment andbusiness-generating activities that can be derived directly or indirectly from the spill over


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effects of cultural travel and heritage tourism. Strictly speaking, cultural tourism pertains tovisits and travels to heritage sites, in the Philippine context, like trips to Old Churches,Hispanic-era Filipino houses, Museums, Archives, Libraries, Parks, Monuments and Plazas.Such visits are accompanied by guided walking tours. Aside from site visits and guided

tours, heritage tourism also means hotel, lodging and accommodation. Given this, it isimportant to capitalize and seize on these heritage spill-over effects such as putting upbusinesses that cater to the needs of cultural tourists, which can range from a wide array ofbusinesses and interests such as food, cultural products, woodcrafts, handicrafts, traditionalclothing, etc. Heritage tourism is also not limited to purchasing cultural products within acultural heritage area, structure or district that is being visited; it could also mean watchingand paying for cultural performances and shows or taking part in cultural festivities andcelebrations. In this way, cultural tourism becomes more alive in terms not only of economictransactions but also actual and live experiences. If heritage preservation seeks to satisfythe demand for conservation of historic sites, the role of cultural tourism, as previouslydiscussed, is to bring in people that would consume and utilize all the individual, aesthetic,

cultural and economic values of heritage sites and areas being offered.

Since cultural tourism is more vast and extensive than heritage preservation because of itsspill-over effects, jobs that can be potentially generated through such activities can cutacross sectors and industries. Cultural tourism-related jobs can include a wide range of jobsand occupations such as tour guides, artisans, craftsmen, sculptor, cooks, chefs, culturalperformers, transport service workers, drivers, traditional masseurs, culture/travel writersand photographers, souvenir shop owners and cultural entrepreneurs, among others (See

Appendix C: Table of Potential Jobs in Cultural Tourism).

IV. STRATEGIC POLICY DIRECTIONS FOR DOLE: MAKING A LIVING OUT OF THEPAST

On the overall, the cultural heritage sector offers a lot of prospects and possibilities,particularly for employment generation. However, such prospects and possibilities can onlybe realized through proper policy and programmatic directions. The revitalization andpreservation of cultural heritage is not just merely the task of the national governmentalone. The private sector, the civil society and heritage groups, the local government unit(LGU), the community and even the church have roles to play in. In fact, the Cultural

Heritage Act of 2009 highlights the role of the LGU in documenting, preserving andconserving cultural treasures and heritage sites and districts within its scope and jurisdiction.


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The Heritage Act also identifies the key cultural agencies and offices, which are the NationalCommission for Culture and the Arts (NCCA), National Historical Commission of thePhilippines (NHCP), Komisyon ng Wikang Filipino (KWF), National Museum, National

Archives, National Library of the Philippines and the Cultural Center of the Philippines (CCP).The said law lists other government agencies to which the primary cultural agencies shouldconsult and work with such as the Department of Tourism (DOT), Department ofEnvironment and Natural Resources (DENR), Department of Education (DepEd), Departmentof Interior and Local Government (DILG), Department of Public Works and Highway(DPWH), Intramuros Administration (IA), National Parks and Development Committee(NPDC), National Commission on Indigenous Peoples (NCIP), Office of Muslim Affairs(OMA), UNESCO National Commission of the Philippines, Housing Land Use RegulatoryBoard (HLURB), Autonomous Region in Muslim Mindanao (ARMM) and the Office of theSpecial Envoy on Transnational Crimes. The Department of Labor and Employment (DOLE),however, is not included in the list.

The Role of DOLE in Cultural Heritage: Strategic Policy Directions

While the Cultural Heritage Act of 2009 does not specifically include DOLE in the list, theLabor Department still has an important part to play in the Cultural Heritage Sector. In viewof the fact that cultural heritage is labor-intensive since both preservation work and culturaltourism require substantial labor and manpower supply, the role of DOLE must be focusedon the labor and employment aspects of cultural heritage. In particular, the DOLE can helpin promoting and driving the Filipino heritage sector, especially in terms of protecting thewelfare of cultural heritage workers and providing employment facilitation and skills trainingand capacity-building for cultural heritage tourism and preservation activities. The DOLE can

also make policy and program interventions through its livelihood and skills trainingprograms and projects. In view of this, such programs of the Department must now alsoinclude cultural heritage goals and components. For continuity and sustainability, theseprograms must also be targeted and partnered with LGUs and communities. In particular,this paper also hopes to actualize these goals and programs in the City of Manila as a pilotcase for heritage restoration and tourism.

To capitalize on the potentials of the Cultural Heritage Sector, the author of this policy paperrecommends following strategic policy directions for the DOLE to take:

1. In response to poverty and income inequality concerns, integration of cultural heritageactivities and components in DOLE livelihood programs and projects. In particular, the DOLEIntegrated Livelihood Program (DILP) can now also be geared towards including trainingsand orientations for doing businesses in cultural heritage and promotion of socio-culturalenterprises such as traditional crafts, weaving, woodcrafts and other heritage products. TheDILP can also be targeted for women and OSYs who have the potential to succeedfinancially and economically in the cultural heritage sector.

2. Also, to promote heritage employment, the DOLE's Community-Based EmergencyEmployment Program (CBEP) must also be re-oriented and expanded to include acommunity-based Heritage Preservation and Tourism Program, which will be more long-termin terms of implementation and management since its administration and ownership will begiven to the LGU and the barangays located in areas where there are identified historical

sites, cultural treasures and heritage zones.


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3. To help generate employment and provide supply to demand, the DOLE, through TESDA,should set up its own heritage skills training facility patterned after the model of the EscuelaTaller de Manila. Such a training center will specifically cater to the skills needs andrequirements of the Cultural Heritage Sector, especially in the area of repairs, rehabilitation,

restoration, conservation, preservation and construction of historical heritage sites and newheritage preservation facilities such as museums, eco-musems, heritage site recreations,libraries and archives. Recipients and trainees of this program must be targeted andidentified.

4. In order to address problems facing guided tours in the country, the DOLE throughTESDA, Bureau of Workers with Special Concerns (BWSC), Bureau of Local Employment(BLE) and the Institute for Labor Studies (ILS) and in partnership with the Department ofTourism (DOT), can produce with training modules and manuals and can also set up aTraining Program for Proper, Creative and Informative Tour Guiding for potential tourguides. Women, OSYs, urban poor and informal tour guides can benefit from this program.

5. Lastly, further studies must be conducted by the DOLE's Institute for Labor Studies asregards the feasibility of cultural heritage. In particular, a pilot study mapping out heritageemployment opportunities in the City of Manila, built on an earlier ILS study examiningheritage employment in Manila, is also proposed. Given its very rich and yet alreadydecaying heritage treasures, the prospects for cultural heritage tourism and preservation inManila offer much promise and hope.

APPENDICES

Appendix A: Conceptual and Strategic Framework for Heritage Employment

Heritage

Preservation

Cultural Tourism

Promotion

Direct Employment

Opportunities

Spill-over Effects

(Business and

Investments

Employment

Generation

in Cultural

Heritage

Tourism andPreservation

CULTURAL

HERITAGE

SECTOR


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Figure 1. Strategic Framework: The Cultural Heritage Sector as Driver forEmployment and Investments

Figure 1 shows the Conceptual and Strategic Framework of this Paper. As illustratedabove, this Research sees the Cultural Heritage Sector as a key industry to propellingtourism and economic growth. This can be achieved if emphasis would be given on twocomponent activities of the Heritage Sector that have economic impacts and relevance.

This can be achieved if emphasis would be given on two component activities of theHeritage Sector that have economic impacts and relevance. The first one is HeritagePreservation, in which jobs for heritage restoration and rehabilitation can be created eitherthrough public works or public-private partnerships or through community engagement. Inother words, the first heritage economic activity can lead to direct and actual jobs and

employment in Cultural Heritage.

On the other hand, the second cultural heritage component, which is CulturalTourism Promotion can actually propel businesses in relation to cultural heritage. Suchheritage-related businesses could include guided walking tours, cultural shows andfestivities, cultural enterprises and products, souvenirs, handicrafts, woodcrafts, textiles,food, hotel, restaurants, hospitality and accommodation and lodging, among others.

APPENDICES

Appendix B: Mapping of Employment Opportunities in Heritage Preservation

Cultural Heritage

Preservation

Conservation,

Preservation,

RehabilitationEfforts

Maintenance and

Management of

Museums andHerita e Sites

Local Community

Involvement &

Participation inCultural Promotion

Creative/Adaptive

Use and Re-use of

Heritage Districtsand Landmarks

Employment and

Jobs Generation:

Business and

Employment

Livelihood and

Training:

Community

Employment:


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Figure 2. Strategic Framework for Jobs Creation in the Area of HeritagePreservation.

As it can be seen from above, Cultural Heritage Preservation shall give the impetusfor key 4 heritage preservation activities and endeavors, namely: conservation, adaptive re-use, museum management and community involvement. It must also be noted and stressedthat the impetus for cultural heritage preservation initiative can either come from thegovernment or the business sector. However, in the Philippine context, in which government(be it at the national or local level), is fiscally constrained and incapacitated most of thetime, the impetus should come from both government and business through public-private

partnerships and the crafting and implementation of market-oriented and business-friendlygovernment policies and minimal regulations so as to encourage not just big-time investorsbut also small business owners and social entrepreneurs.

APPENDICES

Appendix C: Table of Potential Jobs in Cultural Tourism

Cultural Tourism Fields and Industries

Cultural Industries Cultural Products and Activities Cultural Workers

Heritage Tourism and Travel Guided Walking Tours inHeritage Sites, Houses andDistricts, Libraries andMuseums

Educational Trips and Visits

Tour Guides Museum Curators and

Guides

Cultural Educators

Local Food, Cuisine and Delicacies Food Trips in Culinary Areasand Centers

Native food products andcuisines

Street Food Experience Wet and dry markets

Chefs and Cooks

Food Manufacturers Farmers Social Entrepreneurs

Informal Workers

Jobs in Cultural

Heritage

Preservation


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Cultural Crafts, Woodcrafts andHandicrafts

Woodcrafts Handicrafts Sculptures

Souvenirs Clothes/Textiles

Artisans Sculptors Wooden Makers

Weavers

Arts, Exhibits and Performances

Cultural Plays andPerformances

Art Exhibits Cultural Concerts and

Presentations

Cultural Artists Theater Groups Cultural Directors Writers

Religious Festivities and Celebrations Religious Fiestas Holidays National Memorials

Photo Enthusiasts andPhotographers

Tourism Security Community Police

Cultural Recreation and Wellness Natural Health, Wellnessand Massage

Herbal Medicines Traditional Tea Products

Masseurs

Natural Health Workers

Cultural Transportation

Jeepney Ride Pedicab/Tricycle Ride Kalesa Experience

Drivers Cocheros

The jobs indicated in this Table are those projected and perceived by the author,based on various readings and literature, which can be potentially generated in the culturalheritage sector.

REFERENCES

Balco, Bryan M. (2012)."A Strategic Framework for Jobs Creation in the Cultural HeritageSector in Manila." Presented during the ILS Forum on Cultural Heritage: HeritageEmployment. It's More Fun in the Philippines, July 11, 2012, Ortigas Foundation Library,Pasig City.

_____________. (2012). "Briefing Note August 2012: Cultural Heritage TourismEmployment Status and Updates." Institute for Labor Studies: Manila.

Bielza-Valdez, Elita B. (2006). "Vigan City: Its Historical Development."

__________________. (2009). "The Socio-Economic Impact of Tourism and

Entrepreneurship in Vigan City." E-International Scientific Research Journal, 1(1), 2009.


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Cegielski, Michele, Janeckzko, Ben, Mules, Trevor and Wells, Josette. (2000). "EconomicValue of Tourism to Places of Cultural Heritage Significance: A Case Study of Three Townswith Mining Heritage." CRC for Sustainable Tourism, University of Canberra.

Gauteng Mapping Report. (2007). Gautengs Creative Industries: Cultural Tourism andHeritage Sector Report (2007). Prepared by the Gauteng Provincial Government,Department of Sport, Arts, Culture and Recreation, South Africa and the British Council.

Throsby, David. (2006). "Paying for the Past: Economics, Cultural Heritage and PublicPolicy." Text of Joseph Fisher Lecture delivered at the University of Adelaide, 16 August2006.

____________. (2007). "The Value of Heritage." Heritage Economics Workshop, ANU 11-12October 2007.

Vakhitova, Tatiana Vadimovna. (2010). "Cultural Heritage in Impact Assessment Tools:Challenges and Opportunities." Presented during 30th Annual Meeting of the InternationalAssociation for Impact Assessment, 6-11 April 2010, Geneva, Switzerland.

Virola, Romulo A., Reyes, Regina S., Polistico, Florande S. and Oliveros, Aileen S. (2011)."Things Statisticians Wanted To Know About the Tourism Satellite Account But Were AfraidTo Ask." NSCB Technical Paper presented during the Philippine Statistical Association-Department of Tourism Annual Conference 2011, Iloilo City.

Von Einsiedel, Nathaniel. (2010). "Opportunities in Cultural Heritage Tourism in thePhilippines." Consultants for Comprehensive Environmental Planning, Inc.

Zerrudo, Eric Babar. (2010). "The Cultural Mapping Project of the Heritage City of Vigan:Towards Building A Framework for Heritage Conservation and Sustainable Development."

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