LIVING WITH TOURISM
On Tourism and UNESCO World Heritage Sites
PROCEED WITH CARE – PROCEED 2019
Exploring and overcoming the Challenges and Threats of the Emerging Conflict between Overtourism and the Safeguarding of Heritage Cities, Monuments and Landscapes
Croatia, Šibenik, 2 May – 5 May 2019
Croatian National Theatre Šibenik
PRE-CONFERENCE FORUM___24 NOVEMBER 2018___9:00___FACULTY OF ARCHITECTURE___UNIVERSITY OF ZAGREB
3 interdisciplinary panel-discussions,
12 interesting perspectives on addressing resolution of emerging conflict between ‘overtourism’ and the safeguarding of natural and cultural landscape, historic cities, monuments and sites.
The two interrelated topics of the Zagreb pre-conference scientific Forum:
- COMPREHENSIVE AND INTEGRATIVE PLANNING AND DESIGN of territories and infrastructure as a tool for sustainable management of tourism and heritage
- COMMUNICATION STRATEGIES, techniques, and tools for implementation of sustainable planning and design solutions
UNESCO’s list of World Heritage Monuments and Sites
encouraged countries and communities to promote their unique heritage identity with increased passion – through tourism.
Tourism is showing exponential growth. It ensures benefits for the communities: jobs, economic prosperity, higher self-esteem…
The emerging interest for the different and the ‘other’, causes a flow of tourists and their money—money that ultimately funds the research and preservation of local heritage.
But a flow can become a flood!
IT IS TIME FOR A WAKE-UP CALL!
A sustainable management of tourism within heritage sites should start with comprehensive planning and design to provide an equilibrium between locals and visitors, and to keep our cities inclusive, resilient, safe and sustainable. Extending the space of the cities to include the adjacent rural territories provides even greater sustainability through urban-rural linkages.
Integrative planning and design are followed by construction of sustainable visitation models through heritage interpretation and presentation and by adequate communication strategies.
We need to plan for the community and then evaluate how we manage the visitors and communication with all stakeholders.
Complex problems can be resolved only if addressed by a wide interdisciplinary approach and careful procedures.
WHY THE CONFERENCE
In last decade some cities and sites, especially those listed by UNESCO as World Heritage, have become endangered by an overwhelming number of visitors that surpass their carrying capacities. Excessive crowds are causing: damage to monuments or sites, pollution, decay and deterioration of local communities, loss of identity and authenticity, uncontrolled gentrification and last but not least – diminishing the main value of tourism: experience!
Cities like Dubrovnik, Venice or Barcelona are already struggling with phenomena of Overtourism and Tourismophobia.
That’s why we all have to PROCEED WITH CARE.
A quest for sustainable solutions for overcrowding:
- first to recognize it, and then
- to prevent it, or
- resolve it
This problem is rarely addressed from the interdisciplinary perspective, especially from the perspective of planning and designing of tourism infrastructures.
Croatia has ten monuments and sites listed by UNESCO. Eight of them are spread along the Adriatic coast.
- Old City of Dubrovnik (1979)
- Historical Complex of Split with the Palace of Diocletian (1979)
- Plitvice Lake National Park (1979)
- Episcopal Complex of the Euphrasian Basilica in the Historic Centre of Poreč (1997)
- Historic City of Trogir (1997)
- The Cathedral of St James in Šibenik (2000)
- Stari Grad Plain (2008)
- Stećci Medieval Tombstones Graveyards (2016)
- Fortress Nicolas in Šibenik (2017)
- Venetian Fortresses in Zadar (2017)
Two of the sites are already suffering from overcrowding caused by tourism; Dubrovnik Old Town and the Plitvice lakes. Others are close to that.
IT IS TIME FOR A WAKE-UP CALL!
- Jelena Skorup, PhD, architect / ARIES, Zagreb, HEAD
- Prof. Benno Albrecht, architect / Università Iuav di Venezia, Scuola di dottorato all’Università Iuav di Venezia,
- Miljenko Domjan / Croatian Council for National Heritage, Croatian UNESCO Commission - Ministry of Culture, Croatia
- Prof. Cristina Jover, PhD / Department for Architectural Design DPA, Escola Tècnica Superior de Barcelona ETSAB, Universitat Politècnica de Catalunya UPC, Barcelona, Spain
- Prof. Dejan Verčič, PhD / University of Ljubljana, Head of Department of Communication and Head of Centre for Marketing and Public Relations
- Prof. Bojana Bojanić Obad Šćitaroci, PhD, architect / University of Zagreb, School of Architecture
- Zehra Güngör, PhD, International Public Relations Association IPRA, board member and World President in 2014., Jury Chair of IPRA Golden World Awards, STAGE Communications Consultancy, Istanbul
- Assoc. Prof. Relja Ferusic MSc, Architect / ETSAB Barcelona, UPC, AA Visiting School Barcelona, SALA FERUSIC Architects
- Ankica Mamić, MCIPR / IMC Agency, Zagreb
- Dragana Lucija Ratković Aydemir, prof. / MUZE, Zagreb, European Association for Heritage Interpretation,
- Ana Šverko, PhD, architect / Institute of Art History, Zagreb/Split
- Dubravko Bačić, MDesS, Architect / University of Zagreb, School of Architecture, EB - Architects Council of Europe
- Oğuz H. Aydemir, / TINA - the Turkish Institute for Underwater Archeology- Istanbul
- Prof. Dražen Juračić, PhD, architect / University of Zagreb, School of Architecture, ARIES, Zagreb
- Prof. Benno Albrecht, architect, (Università Iuav di Venezia, of Scuola di dottorato all’Università Iuav di Venezia, director), http://www.iuav.it/Ateneo1/docenti/architettu/docenti-st/Albrecht-B/index.htm
- Prof. Dejan Verčič, PhD, University of Ljubljana, Head of Department of Communication and Head of Centre for Marketing and Public Relations, https://www.fdv.uni-lj.si/en/news-and-information/contacts/teachers/info/dejan-vercic/
- Prof. Cristina Jover, PhD / Department for Architectural Design DPA, Escola Tècnica Superior de Barcelona ETSAB, Universitat Politècnica de Catalunya UPC, Barcelona, Spain, https://pa.upc.edu/en/professors/cristina-jover
- Daniela Angelina Jelinčić, PhD, research adviser, The Institute for Development and International Relations (IRMO) http://www.irmo.hr/en/about-the-institute/staff/daniela-angelina-jelincic/
- Assoc. Prof. Zlatko Karač, architect, University of Zagreb, School of Architecture, Vice Dean for Science and Research, Croatian UNESCO Commission, https://www.researchgate.net/scientific-contributions/2100897072_Zlatko_Karac
- Doc. Ana Mrđa, PhD, architect, University of Zagreb, School of Architecture https://www.researchgate.net/profile/Ana_Mrda3
- Alen Žunić, PhD, architect, University of Zagreb, School of Architecture, post-doctoral academic researcher, ETH_Institut für Geschichte und Theorie der Architektur, https://ethz.academia.edu/AlenZunic
- Prof. Dražen Juračić, PhD, University of Zagreb, School of Architecture https://www.bib.irb.hr/pregled/znanstvenici/19141
- Ana Šverko, Phd, architect, Ana Šverko, research adviser, Institute of Art History, Zagreb/Split, http://bib.irb.hr/lista-radova?autor=329022
- Assoc. Prof. Josip Mikulić, Head of Dept. of Tourism, University of Zagreb, Faculty of Economics, Institute for Tourism, Zagreb, https://scholar.google.hr/citations?user=t6Fq-60AAAAJ&hl=en
- Doc. Ingeborg Matečić, PhD, University of Zagreb, Faculty of Economics, Dept. of Tourism, https://scholar.google.hr/citations?user=jYT2pxgAAAAJ&hl=hr
CONFERENCE TOPICS & THEMES
The two interrelated topics of PROCCED WITH CARE 2019. – LIVING WITH TOURISM Conference are:
COMPREHENSIVE AND INTEGRATIVE PLANNING AND DESIGN of territories and infrastructure as a tool for sustainable management of tourism and heritage
COMMUNICATION STRATEGIES, techniques, and tools for implementation of sustainable planning and design solutions
Strategies and techniques of comprehensive and integrative planning and design of territories and infrastructure as a tool for sustainable management of tourism and heritage, especially those listed as World Heritage
- The taxonomy of urban heritage
- Definition of the heritage boundaries of influence
- Impact of tourism on World Heritage Sites
- Carrying capacity; monitoring and analyzing through inventory of:
- economic and cultural benefits
- and problems, risks, and traits:
- damages to monuments or sites
- decay and deterioration of local communities
- loss of cultural identity and authenticity and uncontrolled gentrification
- diminishing the main value of tourism: experience
- Spatial and physical planning of territories and infrastructures (strategies and techniques):
- Understanding available tools
- Introducing alternative tourist facilities
- Planning and introduction of new tourist infrastructure through minimal invasive, reversible, adaptive re-use of neglected buildings or exploited sites
- Planning of traffic infrastructure - to provide adequate spatial solutions for tourist management
- connections and supply
- dispersion – diversification of directions and destination choices
- orientations – way finding
- Architecture and design as added value - Introducing new tourist attractions; visitor centres, museums, small architectural or artistic interventions – urban acupuncture, unexpected vistas, creation of alternative pathways, places for visual or performative art
- Strategies and policies on revitalization and regeneration of cultural landscape and heritage cities
- Strategies for the safeguarding of cultural landscapes and urban biospheres - identity/authenticity of the place, its intangible heritage and the sense of place (habits of the host community, dialect)
- Constructing the visitation model – visitor management in heritage destinations
- Visitors/crowd behavior and motivations
- Heritage interpretation - Interpretation planning as a tool for heritage protection and preservation, and sustainable tourism development
- Diversification of tourist route choices and attention
- Constructing alternative city/site identities
- Management in the digital age - Introduction of “smart” solutions (IT solutions)
Communication strategies, techniques and tools for implementation of sustainable planning and design solutions
- Strategies of positioning heritage tourism destination and definition of its brand architecture
- Evaluation – measuring the efficacy of proposed decisions and procedures, through various survey methodologies and data analyzing techniques,
- defining and selecting appropriate positioning strategies
- defining USP, creating a strong brand and setting brand architecture
- Interpretation of current context
- Achievement of balance among enterprise strategies, government policies, social capital and sustainability
- Definition of current context - description of the authenticity of the location/attraction/product, explanation of its technical, historical and cultural features and definition of the desired context
- selecting the right approach regarding preservation of cultural and natural heritage whether it is intangible or tangible
- Communication strategies and techniques
- defining communication challenges
- defining stakeholder groups
- defining communication messages and communication channels
- defining and developing communication strategy