Malcolm Bell

VisitCornwall

Cornwall Region, UK

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

Sustainable TourismVice Model

Environmental Limits

Industry Host Community

Visitor

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

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.

Cultural and Creative Industries

• The economic/commercial advantage from the culture/creative sectors:

• Art & design• Music and media• Digital• Advertising• Cuisine

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

Therefore

Tourism & creative/cultural sectors must work together!...

…But this is easier said than done

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

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

Malcolm Bell

VisitCornwall

Cornwall Region, UK