Ask the People Who Live There: Planning for the Development of Cultural Heritage Tourism

The influx of tourism into an area that is steeped in cultural heritage and history can be an economic advantage to residents if certain steps are taken to preserve the integrity of the attractions that make a locale a desirable travel destination. The planning process involved in bringing tourism into an area really does take a village. All stakeholders must be involved in the decision-making, especially those who will be most affected by tourism development. This includes not only the residents of a region but local business owners, government officials, and others who have personal ties to the area.

Planning must be done “with intention,” and consideration must be given to policies related to the economic, socio-cultural, and environmental impacts that tourism will have on the region. Sometimes, proposals for development of any kind are met with local resistance that can best be described as NIMBY (not-in-my-backyard). However, if done right, the planning process for tourism development will be successful in achieving public sentiment from residents that can be characterized as YIMBY (yes-in-my-backyard). Abena Aidoo Hewton, associate professor in the Tourism and Events Management program within the School of Sport, Recreation and Tourism Management (SRTM) at George Mason University, recently highlighted some of the key considerations that go into the planning process for cultural heritage tourism development.

The early engagement of a region’s residents is key to tourism development planning.

Right from the start, it is vital that residents be engaged in the tourism development process so that they understand how tourism will benefit the community economically, even if initially the benefits may not be noticeable. For example, the construction of lodging facilities to accommodate tourists may require the conversion of existing residential housing into commercial hotel properties. This could be problematic in communities where housing is scarce. A community dialogue with residents can help them see how the development of commercial hotel properties to accommodate tourism will bring in additional revenue because tourists spend money—in fact, they spend a lot of money. This revenue will boost the local economy and with appropriate planning, could be used to fund the construction of new residential units thereby increasing housing capacity beyond existing levels. Another potential benefit for residents is a reduction in taxes offset by the additional revenue that will be generated through tourism.

Tourism development planning must balance economic growth with the need to protect the integrity of the region’s cultural attributes.

When promoting an area as a destination spot known for its cultural heritage, residents need to play a starring role. They are the ambassadors and storytellers who represent the region’s heritage and are invested in protecting the authenticity of its resources. Because native residents have a personal connection to the cultural heritage of a region, they can provide valuable feedback to local government officials in developing policies that will strike a careful balance between encouraging the economic growth that tourism brings and preserving the integrity of the region’s cultural attractions. Too much commercialization can ruin or degrade the features which contribute to the cultural significance or natural beauty of the region. A partnership between residents and local government policymakers can help shape the types of safeguards or restrictions needed to protect the region’s cultural and ethnic attributes.

Local businesses must be promoted, especially when bringing tourism to developing countries.

A plan for tourism development in a culturally rich and historic region must include a strategy for promoting small, local businesses to ensure that most of the revenue generated by tourism stays within the community. This is especially true in developing countries where larger multinational companies with name recognition and product branding are involved in the planning process. Unless local businesses are protected in the planning stage, there is a risk that most of the economic benefits associated with tourism development will go to companies outside the community, or even outside the country. Moreover, it is the local businesses that contribute to the unique attributes of a culturally rich area. The convenience of an “all-in-one" or inclusive tourism package may appeal to some vacationers who are looking to spend a week simply relaxing at a multinational luxury resort facility with dining, shopping, and recreational options readily available on site. But in a region known for its cultural heritage, the attraction is found outside the resort grounds. Tourists wanting to sample a true taste of the region’s culture and heritage will head to local street markets where artisans, shopkeepers, and food vendors—the representatives and curators of the region’s culture and ethnicity—can be found.

Tourists need to become familiar with local customs and practices.

Another important aspect of tourism development where residents can play an integral role is in educating tourists about the local customs and the ‘do’s’ and ‘don’ts’ of acceptable behavior while visiting. This information can help avoid potential disputes that may arise between tourists and residents which can quickly escalate to ruin what otherwise could be a mutually enjoyable interaction. When tourists are sensitive to local customs and practices, this can reduce the likelihood that native residents will harbor a sense of resentment spurred by perceptions of being disrespected. For example, in Ghana it is a sign of disrespect to greet visitors with the left hand. In other cultures, it is impolite to enter an individual’s home without first removing your shoes. Myriad customs unique to specific localities that are unknown to the average tourist exist throughout the world. Providing visitors with information about these customs can ensure a pleasant experience for tourists and native residents alike.

To learn more about degree offerings in the Tourism and Events Management program within the School of Sport, Recreation, and Tourism Management at George Mason University, please visit the program website.