International Cultural Tourism Conference Prnu 7 May 2009

International Cultural Tourism Conference Pärnu, 7 May 2009 Tell Me Your Story Culture and Tourism Meet in a Shared Narrative Dr Dragan Klaic Permanent Fellow, Felix Meritis (Amsterdam) Visiting Professor, Central European University (Budapest) www. draganklaic. eu (c) D. Klaic 2009

Culture & tourism: odd bedfellows Easily assumed synergy Tourism furthers trivia, nostalgia, entertainment Mass tourism detrimental for cultural goods Tourism tends to reduce culture to economic value Branding in tourism furthers cultural uniformity, not cultural diversity BUT tourism sharpens intercultural competence and engagement Culture upgrades tourist offer and strengthens the appeal to an upscale public 2

Concrete jungles, cultural deserts • Italian Adriatic coast (Rimini, Ricchione, Catholica. . . ) • Costa del Sol, Marbella, Algarve • Istrian Adriatic coast • Montenegro coast • Northern shore of Crete • Too much ugly construction • terror of sameness, • wild development • entertainment instead of culture 3

Presently, Pärnu resources are disconnected, fragmented low profile unspecific need selectivity, upgrading and synergy Culture could become an organizing paradigm TIP: connect CULTURE with HISTORY, NATURE and WELLNESS 4

Cultural strategy A broad alliance to unite stakeholders: politicians civil servants tourist operators other commercial entrepreneurs culture professionals civil society activists WHO IS THE POSSIBLE CATALYST OF AN EMERGING ALLIANCE? 5

Strategic goals Address multiple distinct target groups of visitors: vacationers, convention participants, day trippers, beech lovers, eco-tourists, wellness fans, culture lovers, history buffs. . . Prevent young creative people from leaving town Attract creative people to settle, visit, stay longer or shorter Stretch the season beyond summer months 6

Go beyond the standard offer • Sun, sea, sand • Golf course • Mini safari • Casino • Nostalgia: stores, old steam train, old autos • Festivals of all sorts • Cheap unhealthy food • Noisy disco's 7

Possible interventions Strengthen educational infrastructure as a local knowledge base and creativity base Greening the city, eco-upgrading, recycling Cyber city: free WIFI zone, improve web presentation, better clips to Youtube, public library as a paper and digi info hub Develop wellness products offer Upgrade cultural constellation & offer 8

What else can be done? • Affirm public place, reduce aggressive advertising • Outskirt parking, free shuttle buses • Pedestrian zones, bike routes, bike rental • Gastronomy and take away gastronomic products • Connect beach fun & urban experience with the nearby farm “do it yourself” options 9

3 realms of culture cultural industry new devices, platforms and formats profit, power, appeal contemp. creativity fragile, risky, divisive cult. heritage endangered, material & immaterial 10

Cultural heritage Seek architectural harmony Connect historic layers and styles New functions in historic architecture Impose a strong conservation regime Reveal, interpret, publicize restoration processes Historic signposting throughout the city: reveal the past Print and digital interpretation of local history Connect small museums: cluster, integrate, coordinate 11

Contemporary creativity Artist in residence program Eco-art projects Artistic design for local souvenirs. Impose collective trade marks Display local artists' work in hotels, restaurants, pubs Clear, comprehensible templates and themes Experiment with participative art opportunities (creativity /wellness connection) Consolidate festival offer: make it selective, coherent, surprising. Add photography, video, literature components 12

Cultural industry Derive from the educational infrastructure Gather, cluster start ups: incubator culture/wellness/nature Be patient! No quick fix. 13

Invent a narrative What is Pärnu all about? Invoke the past but look at the future Go beyond a slogan Integrate narrative development in the strategic planning Include, don't impose Use the emerging narrative framework to mobilize locals Integrate the narrative in the products and in the marketing 14

Hanseatic days 2010 Skip trivia: market, festival, feast or something else? A medieval market: quality crafts or junk? Craft workshops, traditional games, dances, plays? What else? What is the contemporary meaning of the Hanseatic experience? Commercial, cultural, political? Deepen the grasp of history: Narration, impersonation, hypothetic reconstruction, discussion Re-frame Hansa as a precursor of globalization and intercultural competence Reveal cultural dimension of trade driven connectivity 15

Alliance of stakeholders • An inclusive but dynamic platform • Strategic priorities, responsibilities and time lines • Fiscal measures for local quality development • Avoid consultants, bring in artists, peers, students and teachers • Work with the media to consolidate residents support • Learn from smaller coastal towns • Profile own specifics, don't imitate 16