Intangible Heritage and Tourism Product: win-win situation

Valeria Klitsounova

Belarus

Valeria Klitsounova

Bio

Work experience

• 2002 – present Chairman of the Board of the Belarusian Association “Country Escape”

• 1999 – present Associate professor of the Belarusian State University

• 2012 – present Thematic consultant on tourism cluster development, UNDP/USAID project „Local entrepreneurship and economic development‟

• 1997 – 2011 Director for excursion programs, Dudutky-Tours travel agency

• 2008 – Dec. 2010 Thematic Consultant on Greenways. UNDP/EC Action “Support to Environment and Sustainable Development in Belarus”

Education• 2000 – 2003 Professional Training in the Chartered Institute of Marketing, UK. Certificated

Graduate in Marketing.

• 1989 Upholding a thesis on environment issues (certified degree of Ph.D. in Agricultural

Sciences).

• 1976 – 1981 Graduated from Belarusian State University, the Faculty of Geography.

Awards

• 2011 awarded Bill Maynes Fellowship, Eurasia Foundation (Washington, USA)

• 2009 Award “Person of the year” in the nomination “The best implementation of a

business idea” (by version of Ministry of Economy and the magazine

“Business”)

• 1992 – 1997 Director for Museum and Excursion Programs of the Rural Culture Museum “Dudutky”

• Created in November 2002

• More than 600 members

• Diverse membership base

(teachers, farmers, economists,

pensioners and etc.)

Belarusian Rural & Ecotourism Association

“Country Escape”

UNESCO World Heritage list (981)

4 monuments from Belarus in UNESCO Heritage list

• The Convention for Safeguarding of the Intangible Cultural Heritage has adopted by UNESCO in 2003.

• 2005 – Convention was ratified by 26th countries including Belarus

• 2 elements are included in UNESCO Intangible heritage list – winter pagan merrymaking (‘Kaliady Tsars’)– fulling craft

• 17 claimants from Belarus for inclusion in UNESCO Intangible Heritage list

• 89 elements are included in national Intangible heritage list

UNESCO Intangible Heritage list (around 200)

“Tsari” - rite in UNESCO list

Intangible heritage

• UNESCO defines intangible cultural heritage as the practices, representations, expressions, knowledge, skills – as well as the instruments, objects, artifacts and cultural spaces associated therewith – that communities, groups and, in some cases, individuals recognize as part of their cultural heritage.

Safeguarding is UNESCO innovative approach

• Safeguarding does not mean protection or conservation in a usual sense.

• 'Safeguarding' means ensuring the viability of the intangible cultural heritage that is ensuring its continuous recreation and transmission.

• Safeguarding intangible cultural heritage is about the transferring of knowledge, skills and meaning.

• Safeguarding focuses on the processes involved in transmitting or communicating it from generation to generation.

• The main precondition of safeguarding is the fact that value of intangible heritage is defined by the communities themselves.

Project ‘Community-based tourism for conservation, partnership and development

of rural territories’

- Supported by the US Embassy in Minsk

- Duration – 12 monthsfrom 01.03.2011 till 28.02.2012

- Project goalStimulation of socio-economic development of rural areas and local communities in Belarus on the basis of interpretation and promotion of unique intangible heritage (development of three pilot models)

Main activities within the project

• 7 expeditions to the regions to study and fixate unique rites

• Development of three innovative pilot tourism products based on intangible heritage and their presentation (in form of a festival, event , etc.) for media and representative of tourism business

• Presentation of developed tourist products on International tourism fair in Minsk

• Preparation and publication of the brochure “Spiritual heritage of the Belarusian village”

• Organization of the final conference dedicated to safeguarding and interpretation of intangible heritage

Different elements of Belarusian intangible heritage

Tourism product based on intangible heritage: modern concept of interpretation

Interpretation of cultural heritage is

• ‘an educational activity which aims to reveal meanings and relationships through the use of original objects, by firsthand experience’ (Freeman Tilden)

• new model of creative economy

• learning arena for tourists

‘Experience wheel’ (Lise Lyck concept, Copenhagen business school)

Sense of sight

Sense of smell

Sense of hearing

Sense of tasteEntertainment

Education

Estheticism

Escapism

Sense of touch

Accessibility (psychologically)

Accessibility (physically)

Tourism product based on fulling craft

‘Wedding loaf’ rite

“Kaliady tsars” (winter merrymaking)

‘Tsereshka’s wedding’ rite

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES*

AUTHENTICITY• It is crucial to preserve authenticity of intangible heritage element that

forms a basis for a tourism product (taking care of).

* These principles where presented and approved on UNESCO conference ‘Tourism as means of intangible heritage safeguarding’, Belarus, 13/01/2012

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

SCENARIO DEVELOPMENT • It is important to develop a scenario of tourists’ stay (from arrival till

departure), which should be agreed with the Ministry of culture.

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

MAXIMUM LOAD• It is necessary to define maximum load during tourists’ stay (number of

participants and the extent tourists are involved into action). It should be small-scale and exclusive!

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

FINANCIAL EQUITY• Make sure that income generated from tourists stays with local

community and in local budget.

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

PUBLIC OPINION• Opinion of local community regarding tourists should be taken into

consideration. (Local community should take part in tourism decision making).

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

HOSPITALITY SKILLS• Local community needs to obtain basic hospitality skills (through

trainings and workshops).

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

SUCCESSION• It is important to guarantee succession of intangible heritage elements

though involvement of youngsters from local community.

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

SPREADING INFORMATION AMONG GENERAL PUBLIC

• Popularization of tourism product based on intangible heritage though mass media in order to improve self-identity of the nation.

TOURISM PRODUCT BASED ON INTANGIBLE HERITAGE: MAIN PRINCIPLES

QUALIFIED CURATOR• Curator guarantees application of the abovementioned principles

(candidates must be approved by official cultural institution).

Different elements of intangible heritage in Belarusian tourism

Traditional food

Ecomuseums

Local festivals

“Kaliady” – Christmas in Belarusian way

Tourism product on the basis of intangible heritage (win-win situation)

• Adds value to cultural heritage of local community and strengthens community identity

• provides transmission of knowledge about crafts, rites, folklore, etc. to younger generation

• strengthens local economy

• becomes a ‘learning arena’ for tourists

• forms partnership and strengthens social cohesion

Thanks for your attention!

Valeria KlitsounovaChair of the Board

6, Dunina-Martsinkevicha Str.220092 MinskBelarusTel./Fax: +(375-17) 205-04-65

+(375-17) 205-01-74E-mail: lera@ruralbelarus.by

www.ruralbelarus.by www.greenbelarus.comwww.greenways.by