Building Successful Partnerships in Cultural and Heritage Tourism in Alberta

Growing Popularity of Cultural and Heritage Tourism

Cultural and heritage tourism are becoming more and more popular globally. It is a way for people to learn about other cultures and their traditions. Heritage tourism can also contribute to economic development, creating jobs, generating revenue, and strengthening the community’s identity. However, the success of cultural and heritage tourism depends largely on partnerships. Collaboration and community involvement are essential for such initiatives to thrive. In this article, we will explore the dynamics between tourism and cultural heritage sectors, identify legitimate stakeholders, discuss the benefits of partnerships, and offer tips for creating successful and resilient partnerships.

The Strengths of Each Sector & Sustainable Tourism Initiatives

Cultural heritage and tourism sectors often have different but complementary strengths, as well as differing responsibilities. The most successful and sustainable tourism initiatives are those that take full advantage of the expertise from both sectors to maintain viability in the long term.

The cultural heritage sector offers valuable components needed in cultural tourism products such as an understanding of traditional uses, skills and talent associated with activity or ceremony-based assets, and a commitment to maintaining authenticity throughout the promotion process. The cultural heritage sector is also committed to a broad base of stakeholders who share an interest in the asset, motivation to develop the product/experience in a culturally appropriate manner, and focus on long-term conservation and sustainable enjoyment of a given asset. Additionally, the cultural heritage sector has legal and cultural rights and access to a given asset.

The tourism sector, on the other hand, has a wealth of expertise in evaluating cultural heritage assets for their market potential and moving them forward for product development. Other tourism sector strengths and resources include knowledge and experience in moving an asset through the promotion process, marketing and packaging skills, expertise and access, entrepreneurial skills, broad networks provincially, nationally and internationally, understanding of market cycles, supply and demand, financial resources, research and information, administrative expertise, motivation to develop authentic, culturally rich tourism products, interest in the long-term sustainability of initiatives, and ability to provide “credibility” in certain cases.

Challenges of Cultural Heritage and Tourism Partnerships

Cultural and heritage tourism endeavors often have an unusually wide variety of stakeholders who may be unaccustomed to working together. To increase the likelihood of long-term success, it is crucial for all players to take the time to establish and maintain strong relationships. The method of establishing partnerships for cultural tourism projects is relative to the unique context of each project.

This is the first potential challenge in this tourism segment: there is no set “partnership creation formula” to ensure success. There are, however, many principles that can be helpful in creating strong and committed partnerships across sectors despite diverse differences, interests, and goals.

Often cultural heritage interest groups are not fully aware of all the sectors of the tourism industry (i.e. travel operators, hospitality providers, tourism services, accommodation providers, and transportation providers). All of these sectors work together to create a whole system. Because cultural heritage is often initiated by a smaller-scale group of people with fewer financial and administrative resources, it is important to be aware of potential imbalances of power throughout the planning and development process, and strive towards an equitable process for both.

Cultural awareness and sensitivity is key. The Canadian Tourism Commission and Travel Alberta have identified cultural and heritage tourism, as well as Aboriginal tourism, as tourism opportunities with growth potential in international markets. Cultural integrity and respect between partners are critical to their success.

Another potential obstacle can arise when cultural heritage and tourism stakeholders have differing views of the end user. The tourism sector often sees product development as a way of creating experiences for tourists. The culture and heritage sector may envision a broader audience, including schools, local residents, and those with traditional rights. This is one of the intricacies of promoting assets with rich cultural value: finding a way to generate revenue as a tourism product while maintaining the intrinsic cultural value of the asset.

Creating successful partnerships in the cultural and heritage tourism sector can be challenging. However, following certain tips can increase the chances of success:

Identify legitimate stakeholders: It is important to identify all the stakeholders in the partnership, including cultural heritage groups, local communities, tourism operators, and government agencies. Each stakeholder should be involved in the planning and development process to ensure that their needs and concerns are addressed.

Build trust and communication: Open and honest communication is essential for building trust and establishing a successful partnership. Cultural heritage groups should be transparent about their goals, resources, and limitations, while tourism operators should be clear about their expectations and requirements. Communication channels should be established to facilitate ongoing dialogue and feedback.

Develop a shared vision: All parties involved in the partnership should work towards a shared vision of the project. The vision should be based on the common goal of creating a high-quality cultural and heritage tourism experience that benefits all stakeholders. The vision should be regularly reviewed and updated to ensure that it remains relevant and aligned with the project’s goals.

Define roles and responsibilities: Each stakeholder should have a clearly defined role and responsibility in the partnership. This will help to ensure that everyone is working towards the same goal and that there is no duplication of effort. It will also help to ensure that everyone is held accountable for their contribution to the project.

Develop a sustainable business plan: A sustainable business plan is essential for ensuring the long-term success of the partnership. The business plan should outline the project’s goals, objectives, and strategies, as well as its financial and operational requirements. It should also include a marketing and promotion plan to attract visitors and generate revenue.

Evaluate and adapt: Partnerships should be regularly evaluated to ensure that they are meeting their goals and objectives. Feedback should be solicited from all stakeholders to identify areas for improvement and adaptation. Changes to the partnership should be made as necessary to ensure its long-term success.

Conclusion

Cultural and heritage tourism is an important sector of the tourism industry, providing economic, social, and cultural benefits to communities. Successful partnerships between cultural heritage groups and tourism operators are essential for creating high-quality tourism experiences that attract visitors and generate revenue. However, creating successful partnerships in the cultural and heritage tourism sector can be challenging, as there are often diverse stakeholders with differing goals and interests. By following certain tips, such as identifying legitimate stakeholders, building trust and communication, and developing a shared vision, partnerships can be successful and resilient.

By committing to form partnerships and collaborating with community heritage resources, business services and product providers, along with community non-profit organizations will increase community heritage awareness, travel through and near by customer transactions, just to mention a few of the social, economic, and cultural benefits of participating in partnership collaborations. These partnerships will help to ensure the long-term sustainability of cultural and heritage tourism initiatives, providing economic, social, and cultural benefits to communities for years to come.