Cult-CreaTE project advisory partner ECTN participated at the 3rd UNWTO/UNESCO World Conference on Tourism and Culture
The potential of Cultural & Creative Industries (CCIs) in developing new Cultural & Creative Tourism (CCT) products and services for Growth & Jobs, is being advanced by the Cult-CreaTE project with policy change in 8 regions.
Common challenges are:
- The contribution of CCIs to CCT has not been given the attention it deserves to date. Cultural tourism needs CCIs to partially reinvent itself and attract the new generations. CCIs are also an indispensable source of innovation for other types of sustainable tourism, typically ‘Creative Tourism’.
- Creative Tourism is considered a new generation of cultural tourism by involving the tourists themselves and the locals in the creation of the tourist products (co-creation).
- CCIs are in a strategic position to promote smart, sustainable and inclusive growth in all EU regions and cities, and thus contribute fully to the Europe 2020 Strategy and beyond, through their deployment for CCT.
- While some EU regions have been very good at tapping into this extraordinary potential as a way to promote socio-economic development, it however, appears that many others have not been making most of this potential.
- Synergies between sustainable tourism and CCIs can enhance the visibility and promotion of CCT. These synergies can contribute to the promotion of sustainable tourism destinations, an attraction of new investment and creation of new employment opportunities, particularly for youth and in lagging regions.
The overall objective is to redeploy CCIs for the development and promotion of CCT strategies, with sustainability, innovations, capitalisation, policy learning, policy implementation and capacity building.
Main outputs are action plans, with implementation and monitoring of improved policy instruments in 8 destination regions, communication and dissemination tools for policy learning and capacity building, contribution to EUpolicies and EU2020 targets. The beneficiaries are public authorities and their stakeholders.
The main objectives of the Strategy are: to promote development of tourism sector by increasing economic indicators, to develop & promote tourism-friendly environment by encouraging residents patriotism & hospitality taking into account preservation & development of nature and cultural heritage, as well as building Vidzeme region as recognisable and popular travel destination between countries of Baltic Sea. It includes 3 main priorities: market research, regional marketing & development of high-quality tourism.
The main reason why the Strategy should be improved is due to a need to incorporate CCIs in Cultural & Creative Tourism development for sustainability, inc:
- Include the full information of the CCIs current situation & set the strategic goals for the region;
- Re-assessment & gathering of the new information on the current regional situation;
- Set the new action directions & tasks for achieving priorities related to the CCIs for CCT;
- In-depth analysis of the current regional situation for the CCTs development, taking into account the changes at regional level;
- Development of new measures & suggestions that need to be adopted at the regional level, taking into account the needs of stakeholders.
The updated and enhanced Strategy will be characterised by exact measures and indicators that need to be improved, following a methodological pattern from in-depth analysis to priority recommendations and follow-up of the results at the regional level with CCIs for CCT.
The Policy instrument addressed focusing on Axis no.3: Enhancing the competitiveness of small & medium-sized enterprises with the following main objectives:
3a) Promoting entrepreneurship, in particular by facilitating the economic exploitation of new ideas and fostering the creation of new firms, also included business incubators
3b) Developing and implementing new business models for SMEs, in particular with regard to internationalisation
3c) Supporting the creation and the extension of advanced capacities for product and service development
3d) Supporting the capacity of SMEs to grow in regional, national and international markets, and to engage in innovation processes.
In particular, the Culture Department has launched the following Calls within the Axis 3:
Action 3.5.1 "Support measures for the creation of new cultural businesses”
Sub-Action A "Start Up Investment Aid"
Sub-Action C "Cultural, Creative and Entertainment Companies - CCIs"
Sub-Action D "Naturalistic Companies".
However, the ROP does not cover explicitly CCIs role specifically for CCT product development. The ROP therefore needs to be improved with policies on deployment of CCIs for CCT actions with capitalisation.
The Cult-CreaTE project will enrich and diversify the tourist offer, through the creation of new tourism products. This result will be got also through a close cooperation among local DMOs and the innovative CCIs companies. These companies will be involved as stakeholders in the project.
The Irish Government’s tourism policy entitled ‘People, Place & Policy: Growing Tourism to 2025’ has three main targets. They are to increase revenue from overseas tourists, to increase employment in tourism and to increase overseas visitor numbers.
Reasons to improve:
Cork has several local CCIs groups who have the potential & desire to greatly improve the visitor experience, through the development of new cultural & creative tourism products. Should their energy & enthusiasm be harnessed, financed & supported in order to develop the cultural and creative tourism offering of the city, this would open up a whole new tourism market to the city, improving the visitor experience, leading to increased revenue, employment & visitor numbers.
The untapped potential exists in terms of developing new cultural & tourism products. Actions need to be included which see close & supported collaboration between the public sector, education providers & small private sector CCI representatives & groups working together to improve the visitor experience and to develop the cultural & creative tourism offering of the city. A huge appetite exists among local CCIs to engage with visitors and an expanding audience to showcase the CCI offering & experience. We wish to improve the Government’s tourism policy by including a dedicated action incorporated into future Tourism Action Plans supporting collaboration between Failte Ireland & CCIs to support the development of CCT experiences.
The Programme aims to support regional, decentralised economic development and an increase in employment based on local resources. The programme allocates more than EUR 1 billion to integrated sustainable urban development actions in the framework of a dedicated priority.
The Programme will focus on the following priorities:
1) Creating local conditions to boost economic growth and increase employment
2) Enterprise friendly and population preserving urban development
- the development of green urban areas and the development of small-scale environmental protection infrastructure,
- sustainable urban transport development,
- improving the energy efficiency of local government buildings,
- development and expansion of public services,
- development of deprived urban areas,
- strengthening of local communities and cooperation.
Reasons for improvement:
One of the most expanding sectors of the service sector in the world is the creative industry, one of the breakthroughs in the development of Baranya County and Pécs. One aims of the selected policy instrument are to revitalise the county economies.
It is necessary to provide financing to projects of the SME sector and support them to grow and internationalise especially in creative and cultural industry. The related tourism recovery can create new jobs, which will increase the local economy.
This objective is not enough highlighted in the policy instrument, so it should be improved to receive more focus.
The OP “Competiveness and Sustainable Development” sets out Cyprus’s development strategy through which the resources of the ERDF and Cohesion Fund can be used within the context of the “Investment in Development and Employment” for the period 2014-2020. The main characteristics and priorities included in the programme and are relevant to this proposal are:
Priority 1- Special Target 3a2: Improvement of the competitiveness of the tourist product: This is considered indispensable for the recovery of the economy, for tourism is one of the most profitable sectors.
Priority 1 – Special target 3a3: Promotion of establishment and development of new business activity from special groups of the population. This would be attempted in the context of investment activities, of which the OP underlines the advancement of entrepreneurship, especially if the financial use of new ideas and the creation of new businesses were facilitated through business incubators.
Priority 6- Sustainable Urban Development – Special target 3a1: Enhancement of business activity in specific urban areas. Dealing with phenomena of economic recession, abandonment of business activity and desolation of the buildings and infrastructure located in these areas.
The OP should be improved in order to make CCIs a priority in economic growth. CCIs can play a fundamental role in the development of CCT, a type of tourism which can contribute both to the profitability of the sector as well as its sustainability.
The key feature of Dundee City Council’s (DCC) policies/strategies is to boost growth in the local economy & to create opportunities for all citizens participating in the economic, social and cultural life of the city; to attract new visitors and investments.
There are several strategies and policies that the project can support in terms of achieving key aims, identifying new actions and improved governance.
The policy instrument addressed aims to make Dundee one of the best small cities in the UK for cultural short breaks until 2020 aiming to boost the value of tourism to the city from £146 million to £185 million. It identifies 5 key areas: establishing the profile, investing in tourism offer, managing the place for visitors, supporting business by encourage collaboration across & between sectors, inluding CCIs.
Current Strategy focuing on the priorities of the DCC & its organisational partners in the Dundee Partnership. There is a need to make sure that it engage businesses & visitors more effectively. DCC need to ensure that the Strategy remain current & address the latest visitor needs, digital processes etc. There is a need to embed CCIs within the strategy to ensure that DCC making the most of CCIs in terms of the unique opportunities it could offer to visitors.
A key priority for the participation in the project is to will be to provide us with learning, experience and knowledge to drive forward the opportunities that CCIs can deliver for CCT development.
Regional Operational Program for Kujawsko-Pomorskie Voivodeship 2014-2020 (ROP K-PV) consists of 11 priority axes directly related to the regional Strategy of Development 2020 +, which is the fundamental regional policy instrument. ROP K-PV is the financial instrument for the Strategy implementation. 72 % of the structural funds of ROP K-PV come from ERDF, while 28 % from ESF. Among them Priority Axis 4 “Environmentally friendly region”, action 4.4 “Protection and development of cultural resources”, specific objective 4 “Increased potential of the cultural capital in the region” is the most adequate to the Cult-CreaTE project’s assumptions.
Reasons for improvement are due to the fact that the so far submitted projects neglect the possibility of commercial use of the cultural resources, also in the context of CCT based on CCIs. This is the aspect we would like to improve within the policy instrument by preparing a new project related to the neglected aspects mentioned above which should be based on the experience and knowledge gained thanks to interregional cooperation.
Pillar 2: education, culture and tourism.
The city of Naousa according to thematic objective 2.2.3 has a rich cultural identity with a trend to improve and enhance the cultural and creative tourism (CCT). With the improvement of the facilities of cultural and creative industry (CCI) Naousa can become a city break destination. The city branding “Naousa” rely on three pillars: a) Nature, b) arts and crafts and c) relaxing. As a result alternative kind of tourism may be developed increasing the number of visitors and the duration of allowance.
Although a lot of attention has been given on promoting cultural and creative sectors of tourism in Naousa, the contribution of CCIs to CCT has not been given the attention it deserves to date. The specific project is a good chance for the city to improve and enhance the second pillar of city branding (arts and crafts). Till now there is no record in terms of identification of CCI and potential contribution to CCT, best practices on this specific topic, governance and business models and cultural and creative tourism development based on the creative industry heritage. All these themes will be improved in the framework of this project.
Synergies between sustainable tourism & CCIs can enhance the visibility and promotion of CCT. These synergies can contribute to the promotion of sustainable tourism destinations, attraction of new investment and creation of new employment opportunities, particularly for youth and in lagging regions.