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Malcolm Bell
VisitCornwall
Cornwall Region, UK
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What is Tourism or What Tourism Should Be
• The sustainable and sensitive advantage of a destination’s cultural, natural and built assets
• Environment and culture are the drivers for tourism in most destinations
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Sustainable TourismVice Model
Environmental Limits
Industry Host Community
Visitor
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Sensitive Tourism
• Visitors – compatible and sympathetic with local values and beliefs
• Maximise positive local impacts• Economic• Cultural• Social
• Minimise negative impacts• Night economy• Public realm• congestion
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Cornwall Culture Statement
• Culture is a set up of distinctive, spiritual and material traits that characterise a community. it embraces literature and arts, as well as ways of life, value systems, traditions and beliefs.
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Cultural and Creative Industries
• The economic/commercial advantage from the culture/creative sectors:
• Art & design• Music and media• Digital• Advertising• Cuisine
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Creative/Cultural Industry
Attracts Visitors
Support Tourism Sector
Arts & Crafts
Design
Music
Radio/TV/Media
Digital/Web/Social
Advertising
Creative Writing
Cuisine/Food& Drink
Heritage Sector
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Therefore
Tourism & creative/cultural sectors must work together!...
…But this is easier said than done
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Strengths, Weaknesses, Opportunities & Threats
Strengths• Integrated approach brings added value• Saves resources• Brings synergies• Makes sense to those outside the sectorsWeaknesses• Not always natural allies• ‘Cultural’ differences• More people involved• Increased need for planning and coordination
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Opportunity• Increased chance of securing resources• Increased political support• Added value- greater impactThreats• Apples and pears!• Death by meetings and committees• Danger of compromise and appeasement leading to
lowest common denominator
Strengths, Weaknesses, Opportunities & Threats
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Malcolm Bell
VisitCornwall
Cornwall Region, UK