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Malcolm BellHead of VisitCornwall
Defining the Tourism Heritage and Testing the Sustainability of Cornwall as a Destination
Cornwall & Heritage
• Prehistoric• Industrial-mining• Cultural-arts• Natural -AONB & Heritage Coast• Built -Churches, Historic Houses, Gardens
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Cornish Example
• World Heritage Site
– Cornish Mining
– What we measure and what we do with it
The Cornish Mining World Heritage Site A New Tourism Destination
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Why World Heritage?Why World Heritage?•• The area has an extraordinary suite of mineralsThe area has an extraordinary suite of minerals
•• The area was a principal producer of copper and tinThe area was a principal producer of copper and tin
•• The area was the focus of a revolution in steam & m ining The area was the focus of a revolution in steam & m ining technologytechnology
•• The outstanding survival of former mine sitesThe outstanding survival of former mine sites
•• The comprehensive protection already afforded to mi ne The comprehensive protection already afforded to mi ne sites and landscapes through statutory means sites and landscapes through statutory means
•• The worldThe world --wide impact of Cornish mine workers and wide impact of Cornish mine workers and technologytechnology
Currently 175 international sites identified with Cornish connection
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What is the World Heritage Site?What is the World Heritage Site?Ten landscape areasTen landscape areas
WHS Areas in mid west Cornwall
Wendron
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Gwennap
Camborne and Redruth
with Wheal Peevor& Portreath
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Mineral tramways
-Coast to Coast-Green Powered cycling
St Agnes
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2003 Economic Impact Assessment findings
• 739,000 staying & 1,913,000 day visitors for whom mining heritage very or
quite important
• 870,000 visits per year to mining heritage attractions in Cornwall and West
Devon (a sub set of the 6.7 million visits p.a. to conserved landscapes)
• Less seasonal pattern than traditional holiday tour ism
• Visitor expenditure related to mining heritage estimated at £118.7 m,
supporting 2,672 FTE direct and 1,226 FTE indirect jobs
• With appropriately resourced marketing, growth of 1 0% achievable after
3 years
• 47 mining conservation businesses identified with estimated 119.6 fte jobs
directly supported
• Future conservation projects could support an estimated 214 fte jobs up to
2010.
Optimise Contribution to Local EconomyOptimise Contribution to Local Economy
Co-ordinated marketing – combining product development and promotional activity with sustainable visitor management
Target audiences
• Cultural tourists• Overseas/ancestral tourists• Local residents• Education and lifelong learning • Walkers
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A new landscape destination - and it looks great!
Building a tourism destination – brand strategy
Communicating the brand• Brand Film (and TV)• Brand launch and generic communication – eg Paddington posters• On-going market research programme• Promotions – eg SW Tourism campaign
Partners’ resources• CMAMA - logo Trademarked , criteria and standards for use• Image Bank• Brand Engagement and training
Product Improvements• Interpretation strategy• Key Sites• Development plans for raising standards
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Cornish Mining Attractions Marketing Association- Brand quality assurance
Brand launch - WHS hoardings at Paddington Station, Platform 8
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Building “brand” - WHS display hoardings at Paddington Station
www.cornishmining.com
website linked to Paddington display
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Cornish Mining World Heritage Destination Marketing
key factors:
• A Sense of Place – a unique conserved environment
• Cultural distinctiveness – stories about people and their experiences
• Global significance – an international family sharing this experience
Discover the Extraordinary – sustainable rural tourism based on WHS status £2.5m investment to
• increase tourism activity (ie. number of visitors to SW & visitor spend in SW)
• create jobs (in our case mostly indirectly through increased visitor spend)
• benefit land-based (i.e. farm) businesses
• contribute to sustainable management of rural heritage sites
• increase environmental awareness of visitors and local residents
Rural Development Programme for England (RDPE)
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Discover the Extraordinary - consolidating the new destination offer in an integrated investment programme over 4 years (2009 -2013), linking;
• product improvement (interpretation, orientation & facilities)
• training & tourism industry engagement
• promotional campaigns
Orientation: locates within the WHS and identifies principal WHS facilities
Signposting facility: informs visitors of the network of local interpretation
Interpretation: reveals the WHS site-wide significances, and those of the WHS Area
Key & Area Centres enhanced to reflect their different & distinctive strengths
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Tools for helping us plan and adapt
• Principles of Destination Management
• Measurement
• Target Setting
• Monitoring and Evaluation
Visitor
CommunityIndustry
Tourism within Environmental Limitation
Visitor Satisfaction Surveys
Value and volume research
Industry productivity measurement
REAP modelling and Carbon footprinting
‘VICE’ evaluation tool
Community attitudes survey
Green infrastructure and value of the landscape
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Tool Number One
• Community Attitudes Survey
Impacts of Tourism overall
2%
1%2%1%2%1%2%Don't know
2%
2%1%4%4%3%2%Bad for the area
97%
97%97%96%95%96%96%Good for the area
2004RESORTSHISTORICCOASTALCOUNTRYHONEYPOTRANDOM
On the whole do you think that tourism is good or bad for the area?
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Attitude towards visitors
6%
8%
10%
10%
13%
14%
18%
12%
15%
13%
79%
71%
65%
74%
71%
5%
6%
6%
4%
6%
7%
7%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
RANDOM
HONEYPOT
COUNTRY
COASTAL
HISTORIC
RESORTS Disagree strongly
Disagree
Neither agree nordisagree
Agree
Agree strongly
I enjoy meeting visitors
Attitudes towards visitorsVisitors make where I live more lively and fun
29%
26%
25%
28%
25%
23%
30%
24%
21%
19%
45%
46%
40%
46%
51%
50%
26%
25%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
RANDOM
HONEYPOT
COUNTRY
COASTAL
HISTORIC
RESORTS Disagree strongly
Disagree
Neither agree nordisagree
Agree
Agree strongly
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Attitude towards visitors
4%
5%
4%
6%
53%
46%
37%
50%
25%
26%
33%
21%
25%
26%
19%
23%
23%
31%
18%
53%
43%
19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
RANDOM
HONEYPOT
COUNTRY
COASTAL
HISTORIC
RESORTS Disagree strongly
Disagree
Neither agree nordisagree
Agree
Agree strongly
I actively seek out opportunities to socialise with visitors
Quality of Employment
4%
17%
16%
14%
23%
23%
26%
35%
30%
22%
18%
36%
35%
31%
35%
40%
36%
4%
18%
15%
10%
29%
18%3%
20%
6%
2%
2%
2%
3%
3%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
RANDOM
HONEYPOT
COUNTRY
COASTAL
HISTORIC
RESORTS Very bad
Bad effect
No effect
Good effect
Very good effect
Don't know
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Tool Number TwoVisitor Surveys
• Existing visitors UK & Overseas
• Lapsed and non visitor
• Visitor tracking and behaviour model
• Resource consumption
Gap Analysis
0.43
-0.13
0.19
0.04
0.29
-0.47
0.94
0.81
0.61
0.50
0.28 0.24
-0.59
-0.75
-0.27
0.05
1.60
0.30
0.09
-0.06
0.45
0.71
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
NO ACTION REQUIRED
ACTION REQUIRED
1 - Range of attractions/places to visit
2 - Quality of service at attractions/places to visit
3 - VFM of attractions/places to visit
4 - Accommodation - quality of service
5 - Accommodation - VFM
6 - Range of places to eat & drink
7 - Quality of service at places to eat & drink
8 - Availability of local food & drink at places to eat & drink
9 - VFM at places to eat & drink
10 - Range of shops
11 - Quality of shopping environment
12 - Quality of service at shops
13 - Road signs
14 - Pedestrian signs
15 - Display maps & info. Boards
16 - Availability of public toilets
17 - Cleanliness of public toilets
18 - Cleanliness of the streets
19 - Upkeep of parks & open spaces
20 - Choice of nightlife/evening entertainment
21 - General atmosphere
22 - Feeling of welcome
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Tool Number ThreeForecasting Trends
• Demographics – age and social structuresArkenford
• Volume and value predictions
• Market changes-ethnicity etc
• Scenarios re future planning and crisis and contingencies
Forecast Market Size by value 2007-2012
0
5
10
15
20
25
30
35
40
45
2007 2008 2009 2010 2011 2012
£m
Domestic spend* Overseas spend** Total spend
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Tool Number FourCarbon Foot Printing
• Resources & Energy Analysis
• Programming (REAP) Modelling
• Collect the evidence
• Use model for investment planning
• Use model for spatial and transport planning
Tool Number FiveVICE Evaluation
• This needs amending re inicators
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VICE Evaluation Tool
Appraisal Principle ScoreHow to Improve: To improve your score you need to address the following areas that you
can identify by clicking on the drop down menu. Don't forget to scroll the full list.Economic Viability 100% Please select
Local Prosperity 67% Please select
Employment Quality 100% Please select
Learning and Skills 63% Please select
Social Equity 42% Please select
Visitor Fulfillment 88% Please select
Community Wellbeing 63% Please select
Resource Efficiency 60% Please select
Environmental Purity 36% Please select
Encourage Sustainable Travel 73% Please select
Enhance Local Distinctiveness & Cultural Richness 75% Please select
Physical Integrity & Biological Diversity 89% Please select
Local Control 17% Please select
Long Term Approach 63% Please select
KEY:Green Makes a significant contribution to the objective.
Amber Your project makes some contribution to the objective, but there is room for improvement.
Red Your project does not contribute to this objective, and could even undermine it.
Final Thoughts & Observations
• You can only manage what you can measure
• But measurement cab be good and bad, beware of the over importance of measurement and make sure you measure the important
• Its about balance and trade off
• It needs all stakeholders involved
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Observations
Past planning and development work now seems very simple. Then all we had to think about was economic impact and employment!
Balance now has to be achieved, but without too many one sided trade offs and it is prone to selective lobbying!
Tourism development was once only about finding out what potential customers wanted and then ‘change’ to meet their needs, regardless of social and other impacts.
We now have to find customers that like respect and appreciated that we value and if they don’t-go somewhere else.
ObservationsTourism is more than an economic force.
It can, and must, be a tool for
• Developing local pride• Helping differentiate a community• Helping develop the cultural agenda• Developing education, health and sports developments• Plus
Overall it must be one of the key tools to improve the quality of life for those who live and work in the destination as well as those who visit it
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Malcolm BellHead of VisitCornwall
Defining the Tourism Heritage and Testing the Sustainability of Cornwall as a Destination
