Cultural Tourism

in Asia and the Pacific Rim

Trends and Challenges
Graham Brooks
Chairman, ICOMOS International Cultural
Tourism Committee
US/ICOMOS Cultural Tourism Conference
San Francisco 19 April 2007
 Trends and Challenges
Primary Trends in Cultural Tourism within Asia
and the Pacific Rim

Heritage Places in the Region

The Essential Challenges for Cultural Tourism

Management

Some Recent Examples of Cultural Tourism

Management Initiatives
Primary Tourism Trends in Asia
and the Pacific Rim
Tourism is growing at an
exponential rate

Domestic and Inter-regional Tourism

is growing faster than External or
International Tourism
Heritage Sites
have become a major
attraction for
domestic tourism in
Indonesia, China and
throughout Asia
Domestic tourism
in China reaches
incredible levels
on major holidays
Tourism congestion is the reality at many heritage sites,
Borobudur, Indonesia and Angkor Thom, Cambodia
Meeting of people and cultures remains an essential part of travel,
Buddhist Temple, Vientiane, Laos
Tourism pressure makes it difficult to appreciate cultural values,
Bayon Temple, Cambodia
 Heritage Places
in Asia and the Pacific Rim

A rich and diverse collection –

Tangible and Intangible Heritage

A major part of the region’s tourism

assets
Major World Heritage sites,
Angkor Wat, Cambodia
Major Archaeological Sites

Machu Picchu, Peru

Elephanta Caves, India
Historic Trading Ports, Historic Colonial Settlements,
Hoi An, Vietnam Macao SAR
Major Pilgrimage Sites and Religious Festivals,
Kandy, Sri Lanka
Historic Towns, Places of Worship,
Bahktapur, Nepal Xian, China
Important Historic Buildings,
Lijiang, China
Fortress Museum,
Hong Kong
Historic Cities
with a diverse
character,
Buenos Aires,
Argentina
Places of Conflict or
Special Memorial,
Hiroshima, Japan
Natural Heritage Sites
and National Parks,
Lijiang, China
Indigenous Cultures and
Cultural Landscapes,
Australia
Rich and Diverse
Local Communities,

Bali, Indonesia, Mexico City

and Lijiang, China
Special festivals and community activities,
Kerala, India and Buenos Aires, Argentina
Community Festivals,
Bahktapur, Nepal
Arts and Handicrafts
express cultural traditions
Vanuatu, Mexico, Cambodia
 The Essential Challenges for
Cultural Tourism Management
Communicating Heritage
Significance

Conserving Heritage Significance

Enhancing Community Livelihoods

Communicating Heritage Significance

Presenting Heritage Significance must be central to

tourism planning

Heritage Interpretation can use many media

Raise Public Awareness and Public Support

Heritage Tourism Planning should be based
on the Significance of Heritage Places
The natural landscape of Borobudur
is of vital importance to the
protection of its cultural
significance
Heritage Interpretation presents the
Significance of the Place to Visitors
Trained Guides explain the Monument
Good Signage introduces the essence of the Site,
Xian, China
Personal Headsets allow
the visitor to use the
power of their imagination
to really appreciate
the spirit of the place

Alcatraz Prison,
San Francisco
Museum Display can add richness and appreciation,
Hong Kong
 Heritage Tourism Activities should Raise
Public Awareness and
build Public Support for the conservation of
heritage places
World Heritage Sign prominently located at the site entrance,
Lijiang, China
Public information Signs for Urban Renewal Project ,
Xian, China
Tourism Planning must aim to
Conserve Heritage Significance

Manage Tourist Access to Sites

Minimise Tourism Congestion

Plan for Tourism Activity on heritage sites to
ensure a responsible balance between
conservation objectives and visitor
appreciation
Excellent directional signage can promote the site as much as
assist in traffic management, Japan
Orientation signs are important for visitors,
Himeji Castle, Japan
Good directional signs
help visitors find
their way around the site

Kyoto and Nikko, Japan

It is important to separate entry and exit visitor traffic,
Ajanta, India
Access for disabled people is a major challenge for heritage sites
Nikko, Japan and Rodin Museum, Paris, France
Safe pedestrian access to the monument,
Bayon Temple, Angkor Thom, Cambodia
Sign discourages damage to the monument.
Prambanan Temple, Indonesia
Many places of worship require visitors to remove their shoes,
Kyoto, Japan
Uncontrolled bus parking can detract from the monument,
Nikko, Japan
Tourist vehicles should be parked well away from the monument
Angkor Wat, Cambodia
Rest areas for visitors should be well located,
Lushan, China
Good quality shops and local merchandise provide good income
Visitor safety is very important
Lushan National Park, China
Temple custodians have time to worship in peace, Sri Lanka
Minimise Tourism Congestion
at Heritage Sites
Poorly managed visitor behaviour degrades the site and devalues
the visitor’s appreciation of the place.
Borobudur World Heritage Site, Indonesia
Local streets in historic towns can become crowded with tourists
and poorly managed local traffic, Hoi An, Vietnam
World Tourism Organisation
has produced this Guidebook
to assist Destination and
Site Managers respond to
Tourism Congestion
 Tourism should enhance
Local Community Livelihoods

New Infrastructure
Education for Employment
Consultation and Involvement
Improve the Life-Style of Residents
Tourism should benefit all of the people in an historic town,
Hoi An, Vietnam
New Tourist Infrastructure should benefit
both Local Residents and Tourists
Modern infrastructure such as this bridge to a World Heritage Site
also provides a major benefit for local communities,
My Son, Vietnam
Use of traditional local transport can provide employment
for local people. Yogyakarta, Indonesia
 Tourism should provide Educational
Opportunities that enhance Employment for
Local Residents
Traditional weaving is taught
to local people in a factory that
produces textiles for sale to
tourists and the export market
Vientiane, Laos
Traditional embroidery skill are taught to disabled people
to provide income and self respect,
Vietnam
Training in archaeological work provides an important skill
Sri Lanka
Local employment in the Traditional skill used to
Tourism industry, Lijiang produce modern products
Traditional crafts adapted for a wide range of modern products
Artisans d’Angkor shop, Angkor Wat World Heritage Site, Cambodia
Tourism Planning must include
Consultation with Local People
Local Community Leaders must be part of the consultative
process for tourism planning, Bahktapur, Nepal
Consultation should include gender equity rights in the community,
Lijiang, China
Tourism Planning must aim to improve the
lifestyles of Residents
Opportunities to sell local merchandise to visitors,
Luang Prabang, Laos and Xian, China
Visitors respect the right of
local people to worship in private

Sri Lanka and Xian, China

Local people gain useful employment in the tourism industry
Hoi An, Vietnam
 Tourism and
Heritage Management
Some recent initiatives in the
Asia Pacific region
UNESCO
Principal Office for Asia Pacific

Lijiang Models for Cooperation

among Stakeholders, 1999-2001
Ensuring that Local Residents
benefit from Tourism Activity
Opening new
sections of
the historic
town for
tourism
business

Hoi An,
Vietnam
Capturing social benefits
Luang Prabang, Laos
Organisation of World
Heritage Cities,
Symposium
Cusco, Peru, 2005

Protecting the
Quality of Life of
Residents in Historic
Cities affected by
intensive tourism
UN World Tourism Organisation
UNESCO World Heritage Centre
Tourism Management Workshop
for the Managers of China’s 31
World Heritage Sites
Lushan , May 2006
The ICOMOS International Cultural Tourism Charter
encourages cooperation and best practice
ICOMOS ICTC Workshop
Korea 2006,

Minimising adverse impacts

of mass tourism on
small historic towns
Macau World Heritage
400 years of East-West
Cultural Exchange to
counter Casino Tourism
Expanding the Monument
into a Cultural Landscape
Borobudur, Indonesia
Conservation linked with
Cultural Tourism Management
Ajanta Caves, India
Cultural Tourism for Livelihood Enhancement
Nias Island, Indonesia
Proposed World Heritage Nomination for Nias
will underpin long term economic benefits
from tourism
Ensuring Tourism
Safety during repair
works to earthquake
damaged monuments
Prambanan, Indonesia
Cultural Tourism Re-use of
redundant historic Lighthouses,
East Coast, Australia
European Commission

PICTURE Project –
Revitalising
post industrial cities
through Cultural Tourism
European Heritage Days
Annual Festivals provide unique
access for local people to their
local heritage places
Tourism has been with us for millennia
But is this the reaction we want today ??
The best outcome is for local people to welcome visitors
Festival crowd, Bahktapur, Nepal