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Editorial

Research, conferences, seminars, and


THIS PUBLICATION HAS BEEN PRODUCED WITH THE ASSISTANCE OF THE EUROPEAN UNION. THE CONTENTS OF THIS PUBLICATION ARE THE SOLE RESPONSIBILITY OF THE RMSU AND CAN IN NO WAY BE TAKEN TO REFLECT THE VIEWS OF THE EUROPEAN UNION

publications on tourism proliferate, and


new niches of this lucrative global
activity are constantly emerging: geo-
tourism seems rather naively passé
compared with what’s at hand, say
cyber-tourism. Yes, electronically
simulated travel is a legitimate new
niche that will allow participants to
travel “free of the usual restrictions of
time, distance, cost and human
frailty”(1). Just the recipe for environ-
mentalists and for consumers riddled by
economic mishaps, one might say.

It would seem, therefore, that there is


little left to say. And yet, there is.
Particularly if we are dealing with the
Mediterranean basin, which receives Palermo, Italy - C. Graz 2010
1/3 of the income of international
tourism(2) with the impacts to match,
including those on heritage.
Traditionally, coastal tourism (mostly in
FOOD FOR THOUGHT
Spain, France, Italy, Greece and Malta)
is the culprit in bringing on the most
A shared heritage and tourism
damage to the region, but recent
developments show that between 2000
in the Mediterranean
and 2006, Mediterranean Partner By GEorGES S. ZouaIn, rMSu ProjEcT ManaGEr
Countries (MPC) have been witnessing
an 8.4% increase in number of nights Because of the very particular geography of this region, we share the same cultural
spent by tourists(3). If the MPC are substratum, the same subconscious and the same vision of life. So if this is the case, why
joining the band wagon of mass tourism, talk about an inter-cultural dialogue and cultural tourism as a means of meeting and
then there is a need for extreme vigi- exchange when it has never stopped?
lance to avoid the hasty short-sighted Tourism agencies, tour operators and national advertising rely mainly on three topics: the
decisions that lead to inappropriate sun, the food and hospitality, and the historical and archaeological heritage. Traditions and
practice and development. local customs have also become a product of tourism, and the demand for a type of small
groups tourism that seeks a relationship with the resident is experiencing a strong growth.
Christiane Dabdoub Nasser
Team Leader, Regional Monitoring The main objectives of the programme are to integrate the built cultural heritage and
and Support Unit (RMSU) archaeological heritage with the local customs and traditions, ensure the reappropriation of
this heritage by the inhabitants, and make them proud of it.
1. Prideaux and Singer quoted in Cyber-tourism: A New Form of
Tourism, editorial by Bruce Prideaux, Tourism Recreation By its intervention in tourism, EH 4 seeks to promote first the content of tourism activity, as
Research, Vol. 30 (3), 2005:5-6. opposed to growth of visitor numbers or income. The programme seeks to find answers to
2. WWF statistics.
3. Spörel and Täube, Tourism Trends in Mediterranean Partner how to make tourism an instrument of encounter, of respect, and of an understanding of
Countries. Industry, trade and services, Eurostat Statistics in
focus, 95/2008. the other and the other’s projection in the future. That can only come through a two-way
encounter, through mutual respect and through exploring the other’s identity. Thus, partners
FOOD FOR THOUGHT 1 from both shores together try to find common solutions for the use of historic neighborhoods
EUROMED HERITAGE 4 NEWS 2 or major archaeological monuments to promote dialogue and exchange, build networks
associated to these sites, highlighting similarities and stimulating the flowering of an
OUR FEATURE OF CHOICE 4
intelligent tourism. Beyond a traditional and classic tourism made up of dreams and
A TALK WITH... 6 memories of the past, our hope is to be able to develop productive matches between
professional or geographical communities and between young people, for a productive and
A PERSPECTIVE ON CULTURAL HERITAGE 10
unifying tourism. In this way, tourism will not be limited to the visual enjoyment of
BEST PICTURES 11 archaeological sites and monuments and heritage cities, perceived as soulless objects of a
MISCELLANEOUS 12 museum. Eventually, it will be about shattering the tourism sector, freeing it from the
domination of mass tourism and transforming it into a complementary activity to other forms
of exchange between the shores of the Mediterranean Sea n

RMSU Euromed Heritage 4 Programme


rue d’Egmont, 15 B-1000 Brussels
t. +32 (0)2 609 55 50 - f. +32 (0)2 511 63 11
info@euromedheritage.net
http://www.euromedheritage.net
CONNECTING - ISSUE N°4 - MARCH 2010

EUROMED HERITAGE 4 NEWS

GHARDAIA, ALGERIA - RMSU 2009 MARRAKECH, MOROCCO - REMEE 2009 RHODES, GREECE - MARE NOSTRUM 2009

RMSU’S Up-coMing activitieS is also a tool with significant potential for frameworks in the Mediterranean
improving cultural policy making. This workshop
thematic workshop: Management of heritage will introduce participants to a range of cultural How to reconcile conservation requirements for
sites and artefacts (petra, Jordan, 17-19 May mapping methods and applications, from well- old buildings with uses adapted to
2010) established procedures to cutting-edge practice, contemporary needs while taking into
and open up the discussion to consider its consideration imperatives of economic and
The management of cultural heritage sites and usefulness as a tool, and how it might be social revitalisation?
artefacts in the Mediterranean region needs incorporated into their current and future a Summary Report and Recommendations
considerable improvement. This workshop will practice. The workshop will provide examples of resulting from the workshop planning
therefore introduce participants to the practice from around the region, in particular regulations and urban rehabilitation held in
fundamentals of a Heritage Management Plan from nicosia where actions from previous phases rabat on 8-9 December 2009 sum up the
(HMP), including the integration of tourism of Euromed Heritage are maintained in current current situation of conservation of old and
aspects guaranteeing the sustainable activities, and that demonstrate good practice in inhabited houses and their adaptation to
preservation of heritage and sites and both cultural mapping applications and project contemporary needs in the region, and
representing at the same time a chance for sustainability. formulate a series of measures that need to be
economic and social development at the local More information on this workshop will be taken. Special attention is paid to habitat and
level. amongst various examples of HMP available on the Euromed Heritage 4 website in socially responsible housing policies that aim to
approaches and implementation, the case of the coming weeks n improve living standards and induce a process
Petra will be used as a major case study together of sustainable development at the local level n
with other examples in the management of urban
historic centres, monuments and archaeological “crossing viewpoints: Living Heritage in the Documents are available at:
sites, museums, itineraries and routes, etc., from Mediterranean”, the eH 4 – RehabiMed http://www.euromedheritage.net/intern.cfm?menuID=8&submenuID=26&subsubmenuID=15

around the Mediterranean. The objective is to international Digital photography award will
bring to participants the state-of-the-art in HMP soon be launched
and stimulate them into developing aspects of eH 4 pRoJectS activitieS
HMP to be translated into a viable business plan The objective of crossing viewpoints: Living
within their project activities. The workshop will Heritage in the Mediterranean, an international Rediscovering the suggestive atmosphere of
produce a list of recommendations for photography competition organised by Euromed the Hammam and its traditions: “Hammam
approaches more tailored to needs that would Heritage 4 and rehabiMed association, is to Hidden Door, Living treasure” and “Hammam
serve towards the elaboration of a “reference contribute to show the richness of regional Day” exhibitions
document”. cultural heritage in both its tangible and (23 March-17 april 2010, Damascus, Syria)
More information on this workshop will be intangibles dimensions, the place it occupies
available on the Euromed Heritage 4 website in within societies, however “harmonious” or In parallel with the International Day of Water, on
the coming weeks n “conflictual” it can be, and the relationship 22th March, the IFPo-Institute Français du
between tradition and present time. To this end, Proche oriente, Hammamed local partner,
the selected theme revolves around cultural and organised in Damascus, Syria, the Hammam Day,
training module: community and cultural social practices and expressions, oral traditions, an event entirely dedicated to the Hammams. on
Mapping (nicosia, cyprus, 17-19 June 2010) skills and knowledge, and rituals handed down this occasion, children and women were
from generation to generation as a reflection of introduced to the significance of the Hammam as
cultural mapping is gaining widespread the spirit of peoples and communities, and their a cultural heritage, its function and the evolution
recognition as an important tool for cultural value systems and beliefs. More information of the social implications of its presence in
heritage management and for enhancing public about the award, which will be launched in May Mediterranean historic city centres. another
participation and appropriation of heritage. 2010, will soon be available on Euromed Heritage public event - Let’s go to Hammam al-Qaramani
conventional established mapping methods are 4 and rehabiMed websites. So do stay on hold! n - allowed locals to visit this important Hammam
being supplemented by creative approaches to and discover objects and artefacts used in the
public space by artists and architects, which can For more information: www.euromedheritage.net & www.rehabimed.net public bath. The exhibition Hammam Hidden
also become a way of turning mapping exercises Door, Living treasure, inaugurated at the Tekkyeh
into “events” which attract public participation as-Suleimaniyeh complex in Damascus on 23th
and result in innovative ways of capturing the Most recent publications concerning March and open to visitors until 17 april, gives
dynamic flows of cultural space. cultural mapping strengthening institutional and legislative insight into the history, the present and the future
CONNECTING - ISSUE N°4 - MARCH 2010

GHARDAIA, ALGERIA - RMSU 2009 ALGERIA - RMSU 2009 PALERMO, TRAINING WORKSHOP - RMSU 2010

of the Hammam in the Euro-Mediterranean contemporary Tunisia, the perception of the implemented in the park of Hammamet cultural
region, in a suggestive journey through various general public of its own cultural heritage in a centre will be created and included in a touristic
examples of Hammams particularly remarkable socially and economically marginalised Medina, trail to be implemented within the end of project
for their architectural value and social importance the information promoted by the media and other in 2011. This will contribute to widen the range
as a meeting place that facilitates the awareness-raising avenues, as well as the stakes of Hammamet tourism assets and promote
development of social activities for local involved in urban planning. It also drew a state of ecological and sustainable activities n
communities. The exhibition also includes the arts of public interventions in the field of
different kinds of handicraft objects, including cultural heritage in Tunisia. jellal abdelkafi, For more information:
http://www.euromedheritage.net/intern.cfm?lng=en&menuID=9&submenuID=7&idnews=318
some objects on loan from the azem Palace landscape architect and lecturer at the conference, rEMEE website: http://www.remee.eu/
Museum collection, and some selected examples commented on the political stakes concerning the
of drafts for new construction and renovation debate on the Medina of Tunis: “During the
projects of Hammams n decolonisation period in the first decade following Local communities protagonist in the
independence, the Medina of Tunis and its future revitalisation of Mediterranean traditional
For more information: were a heated subject of debate among architects architecture: first local forum in Salé, Morocco
http://www.euromedheritage.net/intern.cfm?menuID=9&submenuID=7&idnews=311
Hammamed website: http://www.hammamed.net/ and urban planners. It was at the same time a (Salé, Morocco, 20 February 2010)
contentious political issue between the
traditionalist middle class and the protagonists of In the framework of MonTaDa project, which
Schoolchildren of tangier discover their own a national movement who were called for turning aims at the conservation and revitalisation of
cultural heritage (tangier, Morocco, March- the page over the past and initiating the reform traditional architecture through the active
June 2010) and modernisation of the New State. The creation involvement of local populations in algeria,
of an Association for the Safeguard of the Medina Morocco and Tunisia, the first meeting of the Salé
The project “Siwa & Tangier: cultural heritage for of Tunis in 1967, was the first of its kind in the Arab local forum was held last 20 February to present
a better life”, has launched on 13th March 2010 a and Muslim world, and reflected an intellectual the project’s scope and objectives. The meeting
pedagogical initiative entitled a trip through the awareness of the value of cultural heritage” n was attended by local residents and associations,
Medina, which targets schoolchildren from 5 politicians, representatives from public
primary schools located in the Medina of Tangier. For more information: authorities and private sector – craftsmen,
It will alternate field trips in the Medina, where
http://www.euromedheritage.net/intern.cfm?menuID=9&submenuID=7&idnews=313
Mutual Heritage website: http://www.mutualheritage.net/ shopkeepers, etc. – active in the Medina. The
they will discover the rich heritage of the old city, forum discussed about the main cultural heritage
its ramparts, Borjis, Qasbah museum, traditional components to be developed during the activities
houses and meet artisans in their workshops, with Rediscovering the Hammamet territory, its that will be carried out in 2010 and 2011 n
pedagogical sessions organised in the classroom. landscape and traditional cultures: Festival of
Pupils will be involved in a quiz game specially Montada website: http://www.montada-forum.net
citrus Fruits (Hammamet, tunisia, 19-21
conceived on the history of the Medina and its March 2010)
architecture and traditions, including the new additions to the ManuMED virtual library,
inhabitants’ life and stories. The activity is a festival dedicated to the valorisation of both
a digitalised collection of Mediterranean
supported by the regional Delegation of the water heritage and the landscape of the
manuscripts, languages and calligraphies:
Ministry of Education and will last through june n Hammamet region was organised by “aErE- http://www.manumed.org/fr/bibliotheque_numerique.htm
association pour l’Education relative à
For more information about the project: l’Environnement d’Hammamet” in the
http://www.euromedheritage.net/intern.cfm?menuID=12&submenuID=13&idproject=47
framework of the rEMEE project. During the More features on euromed Heritage 4
three-day festival the local community had the Putting the hammam back at the heart of the
opportunity to rediscover Hammamet’s community – EnPI Info centre Website
Mutual Heritage conference: appropriation of http://www.enpi-info.eu/files/features/a103026%20ENPI%20Hammamed%20Interview%20%28en%29.v.2.pdf
the cultural heritage of the Medina of tunis landscape and cultures, savour different types of
citrus fruits, and become familiar with traditional Les biens culturels, une richesse à préserver contre
(24 March 2010, tours, France)
techniques and methods for water management le trafic illicite - newsletter of the Delegation of the
used by local farmers. an eco-museum of the European union to Lebanon, Issue 1/2010 :
This conference, part of a series covering various http://www.dellbn.ec.europa.eu/en/info/newsletter.htm
aspects related to cultural heritage, particularly in orangeraie - which will enhance the architectural
Morocco, Palestine and Tunisia, focused on issues heritage and the know-how related to
such as the appropriation of architectural and arboriculture in the region -, as well as an
urban cultural values by the civil society in educational garden and a model orchard to be Join our mailing-list and receive
euromed Heritage 4 connecting
http://www.euromedheritage.net
OUR FEATURE
OF CHOICE

GHARDAIA, ALGERIA - C. GRAZ 2009

tourism action culture is very important on its own and has


inherent richness in it. one has just to be
Sustainable development has been defined as
balancing the fulfilment of human needs with the
and the role reminded of the historic event that happened
two thousand years ago in a very humble and
protection of the natural environment while
keeping a perspective on the future. In other
of the private sector nondescript village called Bethlehem at the
periphery of the roman Empire, and the
words, it is development that “meets the needs of
the present without compromising the ability of
By Hani aBu DayyeH, Director, netours eventual influence of the teachings of christ future generations to meet their own needs”(3).
coming from these humble origins, which When one takes this approach, then one must also
revolutionised the religious traditions and the comment on what are those human needs that
In trying to attempt to address the role of the politics of the roman Empire. another “more must be met. Here it is imperative to refer to
private sector in tourism and culture as they modern” example is the great and central amartya Sen’s approach to development and how
relate to development, one must address three influence of the Black-african music on the it should be evaluated in terms of “the expansion
spheres of concern: tourism, culture and development of music in the uSa. Both of these of the ‘capabilities’ of people to lead the kind of
development. These are fields that encompass a two cultural influences were and are still felt lives they value – and have reason to value”(4)
good part of human interaction and experience globally. which is basically Sen’s definition of freedom. This
and the interrelations between them are very 4. There is no cultural determinism. Going back approach puts the people in the context of their
complex indeed; they become more so when to Weber’s thesis on the decisive role of own culture and what values they see in it and
they interact with human and environmental cultural component of Protestant ethics in the what they would like to see developed and
concerns: “Tourism touches upon people’s successful development of a capitalist enhanced or dispensed with as archaic and
connections with other peoples, places and the industrial economy, this notion no longer limiting. unlike increases in income, the expansion
past and it cuts across the fields of planning, stands and cultures, however ‘weak’, cannot of people’s ‘capabilities’ depends both on the
education, health, environment, transport, be relegated to perpetual backwardness and elimination of oppression and on the provision of
development and culture”(1). underdevelopment. facilities like basic education, health care and social
culture is defined as the systems of knowledge 5. Globalisation, including that of tourism and safety nets. In this sense growth in real output per
shared by a relatively large group of people; it global cultural invasion through trade and capita is also likely to expand people’s capabilities.
therefore refers to the cumulative deposit of tourism, might contribute to the destruction This model of development shifts the focus of
knowledge, experience, beliefs, values, attitudes, of local cultures – a loss that will impoverish development economics from national income
meanings, hierarchies, religion, notions of time, non-Western societies- however, it does not accounting to people-centred policies.
roles, spatial relations, concepts of the universe, have to be a threat, and it could provide
and material objects and possessions acquired opportunities to learn, appreciate, enhance From the above, one can therefore infer that the
by a group of people in the course of generations and enrich the local cultures. field of sustainable development can be
through individual and group striving. conceptually divided into four general spheres:
Some facts need to be taken into consideration: social, economic, environmental and institutional.
From this perspective, it is important to First, one should not forget that tourism is first and The first three address key principles of
emphasise 5 points: foremost an economic enterprise that ideally sustainability, but overlaps and conflicting
1. The transmitive nature of culture across other should lead to sustained economic growth, priorities within the social capital, economic capital
cultures and across generations. Dr. ali Qleibo, a increasing the standard of living of a nation’s and natural capital will make it even more difficult
Palestinian anthropologist, explains: population from a simple, low-income economy to to devise precise policies. With such conflicting
“Throughout history a great diversity of peoples a modern, high-income economy. Its scope concerns, one can discern the complexities
has moved into the region and made Palestine includes the process and policies by which a nation involved in developing the policy frameworks for
their homeland: jebusites, canaanites, improves the economic, political, and social well- tourism and culture. The discussion of these
Philistines from crete, anatolian and Lydian being of its people. also, GDP is widely used by various issues involved becomes even more
Greeks, Hebrews, amorites, Edomites, economists to gauge the health of an economy; complex as these spheres merge and intersect.
nabateans, arameans, romans, arabs, and however its value as an indicator for the standard
European crusaders, to name a few... others, of living is limited. GDP does not measure the The institutional sphere or dimension addresses
such as ancient Egyptians, Hittites, Persians, wealth distribution and sustainability of growth. as key issues related to institutional policy and capa-
Babylonians, and Mongols, were historical many examples can illustrate, a country may city. In tourism this latter dimension becomes even
‘events’ whose successive occupations were as achieve a temporarily high GDP by over-exploiting more important and must be addressed in a serious
ravaging as the effects of major earthquakes... natural resources or by misallocating investment; manner. Sustainable development ties together
Like shooting stars, the various cultures shine by the same token, economic growth at the concerns for the carrying capacity of natural
for a brief moment before they fade out... The expense of environmental degradation can end up systems with the social challenges facing humanity
people, however, survive. In their customs and costing dearly. We had a glaring example of this as a whole. These concerns of carrying capacity in
manners, fossils of these ancient civilizations most recently in the uSa. tourism are being now addressed very seriously,
survived until modernity...”(2) and national and local governments are just begin-
2. culture is both an input as well as an output of Going back to our main theme, both culture and ning to think of the carrying capacity of their public
development. one cannot deny that the tourism are very important components of deve- parks, heritage sites, historic cores and the physical
religious heritage of the Holy Land is the main lopment. and since we contend that the capitalist degradation of their touristic capital. recently the
constituent that attracted religious tourism to mode of development has inherent weaknesses, Governor of the Israeli central Bank advocated
our region for thousands of years. also, one one must look at other models of development more investment in tourism with the hope to
cannot deny the cultural influences and eco- including that of tourism. The sustainable model of achieve 8 – 10 million tourists per year by 2012.
nomic contributions of cultural products such as development is the benchmark that a lot of although this interest in tourism at the highest
films, music and traditional craft productions. economists and countries are trying to integrate in level is most commendable, it does stumble upon
3. There is no high culture and low culture. Every their development policies. very real issues of local and regional politics, such
EL ATTEUF, ALGERIA - M. SIBLEY 2009

as water allocation, and the physical carrying on those parts of our being that come from that are met, are more likely to shape civic society. In
capacity of the sites, to mention a couple. nobody dark place, then it gets out of control.” turn, sustainable tourism and cultural develop-
is going to rebuild and expand the churches of the When business performance is measured on a ment depends very much on an ongoing
Holy Sepulchre and the nativity, or al-aqsa Mosque quarterly basis, economic, environmental, and transformation in values that can only result from
and Dome of the rock, or the Western Wall Plaza, socio-cultural degradation have much longer time meaningful public debate. not only true develop-
to meet the expanding number of tourists. They spans. In “collapse: How Societies choose to Fail ment can be achieved this way, but in the process
concretely reflect the real limits to growth and or Succeed”, jared Diamond, an evolutionary political stability is maintained and strengthened.
development, which cannot be open-ended. biologist, says: “civilisations share a sharp curve of
decline. Indeed, a society’s demise may begin only In a workshop on “The Mediterranean: a Sea that
The private sector plays a crucial in this complex a decade or two after it reaches its peak unites/ a Sea that Divides”, the point of reference
convergence of relationships governing tourism, population, wealth and power.” - So why not take was an observation of Fernand Braudel: “what
culture and development. For the longest period, precautionary steps to stop a society’s decline and characterizes the history of cultural contact along
the western countries, led by the uSa, have been fall?- He adds: “unfortunately one of the choices this sea is the metaphor of recouvrement, the
pushing capitalism as the driving engine for growth has depended on the courage to practice long- superimposition or the imbrications of cultures
and development. Their undue influence on term thinking, and to make bold, courageous, within each other. There is no such thing as a pure,
development agencies such as the World Bank, the anticipatory decisions at a time when problems genuine, unspoiled culture in the Mediterranean.
International Monetary Fund, and the European have become perceptible but before they reach Each culture has lived within its neighbours, each
Investment Bank has often led to development in crisis proportions.” has expressed values, preferences, traditions
Third World countries that has generated an even which are not only its own, but are also those of
greater poverty. at the very heart of this capitalist This does not mean that the private sector does cultures which, at an official level, has been
system is the private sector. not have a role; along with the government, it considered antagonistic even inimical.”
does have a role, but these two sectors must be
It is now more than clear that capitalism as tempered with an active civil society which is a Few regions in the world can match the depth of
practiced today is not working; and one has to re- necessary third arm of sustainable development. historical experience, the diversity of religious and
evaluate adam Smith’s “hidden hand” theory, ethnic situations, and the complexity of social
which is at the heart of the capitalist system. It is civil Society is that component of social life that interaction. all of the above contributes to an
definitely hard to deny that trade and commerce falls outside the domain of governments and unparalleled and unique tourism product world-
as adam Smith foresaw would lead to greater commerce, yet is concerned with community wide. The well known Egyptian writer Ms. ahdaf
economic prosperity thus spreading the benefits to building. as such, it is the sector that should insist Soueif in her book Mezzaterra does also recognize
the general population. yet in today’s world, the on those controls to be imposed on capitalism in this unique richness of our Mediter-ranean region.
economy is led by mega private sector institutions order to make sure that greed is curbed. one on the one hand she describes the ease with
that are “too big to be allowed to fail”, and these significant role of civil society is therefore to which people around the region, certainly from the
have managed to corrupt the whole system of maintain a barrier between commerce (i.e. the arab countries, used to weave their way through
competition at the micro level. They have created private sector) and government. citizens must pay these diverse but interactive cultures with great
monopolies and have tended to misallocate constant attention in order to resist the undue ease and comfort. now she decries the constant
resources to protect their preferential positions in influence of wealth on politics on the one hand or loss of this Mezzaterra. With it we will also have
the market. What we are witnessing today is not a government mismanagement of wealth on the the impoverishment of our Mediterranean region
“hidden hand” but a “clenched fist” that is used other. Immediate and democratic participation in as a whole, and certainly the richness of our
liberally against other nations and against peoples shaping the built environment, land-use, taxation cultural and tourism products. The role of tourism
and governments. as wealth and political power and spending, laws, and policies are intrinsic to is not only in its developmental contribution, but
become increasingly concentrated, it becomes sustainable development, including tourism. It is just as importantly to help rebuild the Mezzaterra
difficult for human-scale democracy to flourish. vital that this participation be provided through so that we can enjoy the richness of these diverse
spontaneous channels and not just through formal cultures, learn from each other’s cultures and
The question that naturally follows: who is really governmental processes. recognise ourselves in each other. Quoting the
left to take care of the “common good” when poet Tagore: “Whatever we understand and enjoy
power is so highly concentrated? Governments’ “non-profit organizations, associations, trade in human products instantly become ours,
role through laws, rules and regulations should unions, religious institutions, bookstores, cafes, wherever they might have their origins. I am proud
have been one of the main addresses to attend to and related community assets play a critical role in of my humanity when I can acknowledge the poets
the common good, but experiences show that hosting and shaping civil society. They provide and artists of other countries as my own.”
politics tend to corrupt business and business ongoing ways for citizens to engage in the great
tends to corrupt politics. also, how can the private conversations about society’s meaning and culture and cultural products, including tourism,
sector on its own be the main vehicle for direction. Such dialogue allows fundamental are more than mere geography and products of a
development when greed, which is the motivating values to be explored and profound new directions certain geographic origin n
force in the private sector, tries its best to to emerge. It forms an important counterpoint to
maximize profit in the shortest time possible? In both the formal governance process and the 1. Tourism, Culture and Sustainable Development. Mike Robinson &
David Picard, Programme “Culture, tourism, development”, Division of
an interview by nation Magazine with Michael expression of immediate consumer values in the cultural policies and intercultural dialogue, Culture Sector, UNESCO 2006
Moore, the producer of the documentary marketplace. To attain a successful sustainable 2. Dr. Ali Qleibo (28 July 2007). “Palestinian Cave Dwellers and Holy
“capitalism: a Love Story”, Mr. Moore noted that economy, countries must promote the civil society Shrines: The Passing of Traditional Society”. This Week in Palestine.
3. Our Common Future, also known as the Brundtland Report, from
“capitalism is the legalisation of this greed. Greed through an emphasis on local controls and the United Nations World Commission on Environment and
has been with human beings forever. We have a accountability and social equity. capital that is Development (WCED) published in 1987.
4. In Development as Freedom, by Amartya Sen. Oxford University
number of things in our species that you would call rooted locally is responsive to local concerns.”(5) Press 200
the dark side, and greed is one of them. If you citizens with a sense of security and whose 5. http://www.reliableprosperity.net/civic_society.html
don’t put certain structures in place or restrictions fundamental needs, as outlined by amartya Sen,
CONNECTING - ISSUE N°4 - MARCH 2010

A TALK WITH…
MaRe noStRUM
Discovering ancient city-ports
along phoenician maritime routes

ARWAD, SYRIA - F. FUCCELLO 2009 RHODES, GREECE - F. FUCCELLO 2009 TARTOUS, SYRIA - F. FUCCELLO 2009

Scattered along the ancient maritime routes throughout the Mediterranean, Phoenician port-
cities developed intense exchanges throughout the region, motoring a flourishing commercial
activity and contributing to the richness of the Mediterranean culture. To revitalise the traces
of this civilisation, in our day rather neglected, represents quite an opportunity for developing
social and economic activities and integrating them to a sustainable and quality tourism. It
becomes challenging when it seeks the active involvement of public institutions and local
communities in the process. aiming at the creation of a touristic trail embracing six
Mediterranean countries - Greece, Italy, Lebanon, Malta, Syria and Tunisia - Mare nostrum
project takes up this challenge.
Elena Di Federico, researcher at Parallelli, partner of Mare nostrum project, tells us how...

Which cities will be included in your touristic trail? opportunities for social and economic development through the
definition of management plans promoting and supporting a
We have selected six towns that share a common past rooted in tourism of quality.
the Phoenician civilisation and where both tangible and intangible
traces of this important culture are, in different ways, still present:
carthage in Tunisia, rhodes in Greece, Syracuse in Italy, Tartous What will trail include and how will it be implemented?
and arwad in Syria, Tyre in Lebanon and Valletta in Malta. The
state of conservation of ancient buildings and vestiges in these The trail works at two levels, at the level of partner cities and at
cities is to be enhanced, and the physical connection between the regional level. Each city will feature its own Heritage Trail,
these ports and the cities that have subsequently sprawled around and this trail will include an urban pedestrian circuit highlighting
them deserves to be better emphasised and valorised. Through the connection waterfront/city with accompanying maps,
the creation of a cultural trail having as the main thread the photos, drawings etc., and multilingual panels with explanatory
Phoenician past, Mare nostrum wants to foster the attention of texts. The trail will connect all places of archaeological, historical
local authorities and inhabitants to this specific heritage, and cultural interest -monuments, archaeological and worship
contribute to the restoration of the waterfront-archaeological sites, historical buildings, and spaces retaining a memory of the
sites, unfold its importance on contemporary city life, and create place. The Heritage Trail will also show the distribution of
CONNECTING - ISSUE N°4 - MARCH 2010

traditional and handicrafts activities still developed in between Which activities are envisaged to strengthen local awareness of
the water fronts and the city core for each of the cities, in order phoenician heritage and attract tourism interest in the trail?
to re-create, whenever possible, a “handicrafts route” -
craftsmen workshops and houses, shops, etc. - branded with We will try to reach as wide a target group as possible. We will
similar panels and logos for all the cities involved in the project. organise an International concept competition - open to various
The creation of a “Mare nostrum label” will allow visitors to media such as comics, cartoons, photos, poetry... - addressed to
orientate themselves through the trail and facilitate advertise high school students, and an International Design competition for
and exploit its potential in terms of commercialisation and students in architecture in order to understand how they perceive
development of business opportunities. at the macro level, a and interpret their living spaces and the waterfront-city area in
Mediterranean itinerary will be drawn connecting all six port- particular, and encourage them to suggest new forms of
cities included in the project. connection and revitalisation of the areas included in the Heritage
Trails. Through organising various exhibitions related to these
competitions, we will try to reach a wider public in partner
What kind of approach are you applying in the development of countries, including residents and user groups, and make them
the tourism management plan? aware of this heritage and show how they perceive their
“connection” with the other communities within the Phoenician
our work is based on a “participatory planning approach” that Trail. Exhibitions, together with festivals and other cultural
permits to collect and integrate all stakeholders’ points of view activities to be carried out for the duration of the project, will also
and inputs including initiatives already undertaken by local offer an opportunity to make the trails inside the cities and
administrations, to have a clear understanding of touristic throughout the region more attractive for tourists. This result is
demand and supply, and to shape the actions according to the particularly important as it will show through a bottom-up
feature of a specific context. We have already implemented this approach the way people relate geographically and culturally with
methodology in rhodes during the second half of 2009: through other communities within the common Mediterranean basin n
interviews with local authorities’ representative and meetings
with experts from the Municipality Department of conservation Prepared by: Giuliano Salis
and restoration, we have identified an area - the east side of the
old town - that deserves to be better valorised. We have then For more information about the project:
asked local residents about how they feel living in charming http://www.eh4-marenostrum.net/

historic places often affected by logistic problems and having


consequences on their daily life - lack of facilities, shops, public
transports... -, and which aspects they perceive are to be
improved or changed. a final workshop based on all the collected
information and gathering local inhabitants, politicians, TYRE, LEBANON - C. GRAZ 2003
administrators, technicians, representatives from neighbourhood
associations, etc., has permitted to identify some trails and
services possibly to be implemented, among which the
waterfront and city-wall tour, a promenade through various spots
of cultural interest, the bike sharing and touristic info points and
so on. The “participatory planning approach” will also be applied
in Tyre in the spring of 2010.

How would you say that Mare nostrum will contribute to the
development of quality touristic activity in the Mediterranean?

Mainly through the approach we propose, which functions at


many levels. at the completion of our activities in rhodes and
Tyre, when will have substantial results, we will prepare a
handbook containing guidelines for the development of a
participatory planning approach that could be applied to the
entire Mediterranean region. We will also train approximately 100
tourism guides to present the six cities of our trail and their
heritage in a dynamic and exciting way, including all aspects of
built heritage, including the monumental and the ordinary,
traditional arts and crafts, religious and cultural events, traditional
skills and techniques, food... We will also involve the local Tourist
Boards and at least 150 among local tour operators, travel agents,
and guides in the promotion of the trail in Syria, Lebanon, Tunisia,
Italy, Greece and Malta.
CONNECTING - ISSUE N°4 - MARCH 2010

A TALK WITH…
Silvia Barbone

FEZ, MOROCCO - C. GRAZ 2009 PALERMO, ITALY - C. GRAZ 2010 JBEIL, LEBANON - C. GRAZ 2003

Tourism and culture can create opportunities for economic growth and social development only
if managed according to sustainable and effective approaches embracing both methodology and
content. Silvia Barbone, Managing Director of jLaG Ltd, a company specialised in tourism and
cultural planning, and training of project managers dealing with tourism and culture, introduces
us to PM4ESD (Project Management for European Sustainable Development), an innovative
project management methodology particularly conceived for the tourism and cultural sector ...

Project management and sustainable development form the hub development” applied to the tourism and cultural sectors. once
of pM4eSD-project Management for european Sustainable validated, the results will be ready to be exploited in various
Development, an initiative financed through the Eu Life Long contexts including the Euro-Mediterranean region.
Learning Programme*, and managed by a public-private
partnership aiming at developing an international Project
Management methodology applying to two key sectors of an innovative methodology
sustainable development: tourism and culture. PM4ESD is at the
same time a project management methodology - the “PM4ESD is based on Prince2 (Projects IN Controlled
development process will soon be achieved and the first results Environments), a structured method for effective project
will be delivered by September 2011 – together with a partnership management which is the “de facto” standard used extensively by
composed by eight public and private partners in five countries the UK Government and widely recognised and used in the private
and including: one Municipality (Frigento, Italy), two Small sector, both in the UK and internationally. Our partnership will
Medium Enterprises (QrP MMI, jLag), two chambers of innovate the methodology adapting Prince2 to two key sectors:
commerce (Edinburgh chamber of commerce, Istanbul chamber tourism and culture. PM4ESD aims to become a recognized
of commerce), one university (university of Lodz), and two non methodology at international level to be used both by local and
profit organisations specialised in training and local management national governments, by companies and all stakeholders
(Scuola camigliati and auxilum). This pilot phase of PM4ESD operating in the tourism and cultural sectors. Project managers,
covers the following areas: Mediterranean Europe (Italy, Turkey), policy makers, entrepreneurs have a vital role in planning and
north Europe (uK), central Europe (austria), and Eastern Europe managing tourist and cultural sites, enterprises, and special
(Poland). The PM4ESD proposal links two key concepts, “project initiatives. It is time to have certified skills and competences, they
management” and “sustainable development”, which are the do need to work day by day with high project management
basis of its rationale; in particular the concept of “sustainable standards”, Silvia Barbone says.
CONNECTING - ISSUE N°4 - MARCH 2010

according to European strategies established by international The key features of the methodology are the focus on business
economic and social observatories, “Sustainable development” is justification, a defined organisation structure for the project
a must for all countries in order to achieve real development for management team, a product-based planning approach, the
present and future generations, but the challenge is how to emphasis given to the division of the overall project into
achieve “sustainable development” in the tourism and cultural manageable and controllable stages, a flexibility to be applied at
field. “Whether we are leading a public initiative or an industrial a level appropriate to the project. “PM4ESD will provide benefits
one” Silvia Barbone states, “sustainable development must be to project managers and directors and to any organisation,
planned from the outset and incorporated within the business through the controllable use of resources and the ability to
case. Adapting Prince2 as a sustainable development approach for manage business and project risk more effectively. PrIncE2
the tourism and cultural sectors means the development of a embodies established and proven best practice in project
project management methodology and a training product which management. It is widely recognised and understood, providing a
can easily be applied as a practical instrument for managing public common language for all participants in a project. PrIncE2
and private initiatives. All available statistics indicate that the encourages formal recognition of responsibilities within a project
tourism industry is of great economic importance and contributes and focuses on what a project is to deliver, why, when and for
to the main economic policy goals such as improving economic whom. PrIncE2 involves all the stakeholders, including end-users,
growth, structural change and employment”. within the Project Board of a project. all the main PrIncE2
features will be used in PM4ESD, but PM4ESD will be specifically
designed for planning and managing tourist and cultural projects”,
tourism and culture can create an economy and social growth if explains Silvia Barbone.
planned and managed with a sustainable approach to
methodology and not just to content
Useful tools to be used within other contexts and regions
The PM4ESD partnership has debated the need to develop a
project management strategy, which could guide local authorities The main outputs of PM4ESD will be the preparation of a manual
and stakeholders in their daily march towards sustainability. “The on “Project Management for European Sustainable Development”,
starting point was a joint reflection: tourism and culture can create the key tool for managers interested in getting the qualification,
an economy and social growth if planned and managed with a and the training tools (Foundation and Practitioner) produced. The
sustainable approach to methodology and not just to content”, project is going to start its adaptation phase and an international
emphasises Silvia Barbone. “This starts from the assumption that “adaptation workshop” will be held in austria by the end of May.
in order to make destinations sustainable, it is not enough to install as soon as this phase will be finished, a pilot test will be done and
solar panels create a list of restaurants or provide incentives for the validation process will start.
intelligent transport. A management system that guarantees “PM4ESD aims at becoming a smooth standard-methodology to
sustainable action must also be implemented. Many tourist and be used by project managers in the tourism and cultural field in
cultural projects have been delivered with public funding, but few order to make the project management easier and project impact
initiatives reach concrete benefits. An analysis has been done at broader, and an international certification recognised by European
National levels. We found out that the lack of a methodology, had training systems to be adopted by any organisation as a guarantee
allowed, during the last decade, to manage public funding, in of sustainable management” n
tourism and cultural sectors, without skills and controls. Many
funding have been spent for delivering project in tourism and Prepared by: Giuliano Salis
cultural results, but really few sustainable results for territories.
The concrete reasons of the failure are very often project For more information:
management reasons, such as the vagueness of responsibilities or www.prince2.org.uk
poor involvement of end-users within the process, the bad www.apmgroup.co.uk
communication or inadequate monitoring of benefits, or the www.pm4esd.eu
emphasis mainly or exclusively given to administrative control”. * EU financed programme in the field of education and training which enables individuals at all stages of
their lives to pursue stimulating learning opportunities across Europe integrating various educational and
training initiatives. http://eacea.ec.europa.eu/llp/index_en.php

a methodology with clearly defined roles and responsibilities to


implement concrete actions and having a real impact on local
communities TIARA, SYRIA - C. GRAZ 2003

PM4ESD is a management methodology which is deployed


whenever an organisation, whether public or private, needs to
plan and manage a project. It provides a guarantee for local
authorities that the project will be transformed into concrete
actions with clearly defined roles and responsibilities and that
these actions will have a real impact on local communities. It helps
local authorities and private sector to govern transparently and
not to forget that every action must have corresponding benefits.
A PERSPECTIVE
ON CULTURAL HERITAGE

controlling attractions. It is about encouraging visitors


to plan a visit outside of peak periods and
the flow of tourists to consider other less-frequented
destinations.
of heritage sites the destination management greets
By jEan-LouIS LuxEn, rMSu SEnIor LEGaL ExPErT visitors arriving in the region of destination,
according to two imperatives: local SALE, MOROCCO - C. GRAZ 2009
development and visitor satisfaction. It is
The growth of the number of people that commonly accepted that a stay of at least
visit heritage sites meets the expectations one night is the condition of local economic access. Priority access to the site can be
of local people wishing to enhance their benefits. Local actors therefore seek to offer granted to visitors staying at least one night
heritage, and those of the tourists attracted a variety of sites and attractions and to in the region. Several routes
by the discovery of new destinations. This improve for visits may be proposed in order to better
results in greater attention to the heritage their operational capacity, through a proper distribute visitors throughout the site.
and economic benefits for local coordination of actions: reception at an absolute daily limit can be set for access
development. However, uncontrolled traffic stations or airports, traffic management, to sensitive areas.
poses a serious threat to the integrity of a and the involvement of hotels, restaurants In addition, infrastructure facilities are also
site and the quality of visitor experience. and cafes, etc. The cooperation of various considered. The reception area is important
For a long time heritage professionals have cultural attractions of a destination (sites, for controlling the flow of visitors and
sounded the alarm. More recently, the buildings, museums ...) can offer a offering them the required information.
tourism industry has recognised the danger “comprehensive package”. often, it would The paths are arranged so as to channel
of dissatisfaction of its customers. It is also be wise to improve the physical traffic and reduce the impact of the passage
therefore important to control the flow of capacity: hotels and restaurants, transport of visitors, distributing them in any number
tourists. infrastructure, and signage. The destination of routes. careful signage help to guide
management also aims to minimize the visitors and reduce crowding. accessibility
cooperation is needed between adverse social, cultural or psychological for disabled people is a delicate question,
stakeholders players under the aegis of downside of a large attendance of visitors because of the need to balance law
public authorities to reconcile three to the host community. enforcement and the safeguarding
objectives: of the site.
- proper preservation of heritage the site management is obviously an
in its tangible and intangible dimensions, essential dimension of good preservation of In conclusion, it is clear that all preventive
- a balanced local development, the tangible and intangible values of conservation measures are needed even
in compliance with host communities, heritage. Various business models have more when a site is open to a large number
- a quality cultural tourism. been developed, including: of visitors. The various technical processes
- The “carrying” is the most common are well known: case-by-case and without
Such overall management can be based on model to set a physical limit to the concession n
the Global code of Ethics of the WTo and number of visitors.
the cultural Tourism charter of IcoMoS. - another model is the “level of acceptable
an approach on a case-by-case basis is change”, which focuses on management N.B. This statement refers to a
necessary. There is no universal solution. It by objectives and operational plans, taking reportprepared for the WTO in 2005:
is about asking the right questions and better into account of the specific site. “Management of tourist cultural and
offering to the players a range of measures Emphasis is placed on the presentation natural sites”.
to address each specific situation. and interpretation, in order to help visitors
better understand all the values of a site. PALERMO, ITALY - C. GRAZ 2010
operationally, we take into account three This helps to respect the site and educate
main phases: visitors to the problems of conservation.
- demand: when the visitor selects Satisfaction surveys also help improve
a destination and date, conditions of access.
- destination: the reception in the region In terms of site management, improved
or city, operational capacity allows the clear
- the visited site (an urban area definition of responsibilities and ensures the
or a particular building). cooperation of all actors involved (coach
drivers, tour operators, guides, etc.). The
the demand management aims to spread opening hours reflect changes in the influx of
the visits over time and space, by offering visitors. The entry price may be adjusted
attractive low season offers or a range of depending on the season and hours of
CONNECTING - ISSUE N°4 - MARCH 2010

BEST PICTURES

SICILIAN PUPPETS, PALERMO - C. GRAZ 2010 FEZ, MOROCCO - C. GRAZ 2009

FEZ, MOROCCO - C. GRAZ 2009 BENI ISGUEN, ALGERIA - M. KACICNIK 2009

FEZ, MOROCCO - C. GRAZ 2009 RABAT, MOROCCO - C. GRAZ 2009

These pictures are an array of the best images collected within the Euromed Heritage programme to show the richness of the Mediterranean cultural
heritage. In May 2010 the rMSu and rehabiMed association will launch a Photography award contributing to awareness-raising of cultural heritage
in the region. The awarded photos will be published on this section as well as on the EH 4 website Photo Gallery: http://www.euromedheritage.net/intern.cfm?lng=en&menuID=88
CONNECTING - ISSUE N°4 - MARCH 2010

MISCELLANEOUS
For this edition of our newsletter, we have selected for you a short bibliography of online our agenda
publications, including reports of conferences and meetings from and for the region, and that are
relevant to our programme. they impact directly or indirectly on the tourism concerns of the region. RMSU events

1. Euromed Ministerial conference on Tourism, 2 & 3 april 2008, Fez, Morocco, agreed conclusions l May 2010
http://ec.europa.eu/external_relations/euromed/conf/tourism/conclusions_en.pdf
2. Tourism trends in Mediterranean Partner countries, 2000-2006: “crossing Viewpoints: Living Heritage in the
http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-SF-08-095/EN/KS-SF-08-095-EN.PDF Mediterranean” International Digital
3. Le tourisme dans le bassin Mediterranéen : Photography award (EH 4-rehabiMed)
http://www.mfnu.org/docs/MFNU6_Le_tourisme_dans_le_bassin_mediterraneen.pdf?1e68c76b13285837176f3c7305f9df4e=3c288995d812760f548ab2a3c20651e0
4. Guidelines for community-based ecotourism development, WWF International, july 2001
http://www.icrtourism.org/Publications/WWF1eng.pdf l 17-19 May 2010 - Petra, jordan
5. results: Five year Programme of the Barcelona Summit 2005 Thematic workshop: Management of
http://ec.europa.eu/external_relations/euromed/summit1105/five_years_en.pdf
heritage sites and artefacts

l 6-8 june 2010 - Damascus, Syria


What’s on Legal seminar: Heritage economics and
funding
International workshop “urban heritage in the Mediterranean”: economic and social development,
arles, France, 22-23 april 2010 l 10-14 june 2010 - rabat, Morocco
15th edition jazz Festival at chella
The valorisation of cultural heritage, particularly the urban heritage, could www.jazzauchellah.com

represent an effective lever for the urban planning and development, and
l 17-19 june 2010 - nicosia, cyprus
facilitate its appropriation by inhabitants. The complexity of actions currently
Training workshop : community and cultural
carried out is a driver for innovations in the fields of technique (products,
Mapping
practices, IT tools, etc.) and communication. a space properly rehabilitated
and restored can make a territory more attractive for the establishment of
international events
families and the creation of new activities related to tourism and
construction.
l 15-16 april 2010 - casablanca, Morocco
For more information and registration: http://www.avecnet.net/Agenda/atelier2010/page80/page80.html
Mutual Heritage workshop “cultural heritage
and tourism”

Reader’s corner l 24 May 2010 - deadline for submission


cMca International Prize of Mediterranean
Survey on the attitudes of Europeans towards tourism, Wave 2 - European commission Directorate Documentary and news Film
General Enterprise and Industry http://www.cmca-med.org/fr/actualites/detailActu.php?idnews=122

The objectives of this survey were to study:


l 23-25 May 2010 - alexandria, Egypt
- respondents’ travel profiles in 2009 – distinguishing between “short private”
Manumed conference: Heritage continuity
and holiday trips;
(origins and Preliminaries of arabic/Islamic
- reasons why respondents did not go on holiday in 2009;
Heritage)
- characteristics of citizens’ main holiday trip in 2009 (e.g. method of http://www.manumed.org/fr/actualites/4-
transport used); septieme_conference_internationale_du_centre_de_manuscrits_de_la_bibliotheca_alexandrina.htm

- the financial aspects of taking a holiday (e.g. how to save money while on holiday);
- various attitudes of citizens towards tourism (e.g. their preferred holiday l 17 September-29 october 2010 - rome, Italy
destinations); IccroM’s training course in First aid to
- respondents’ vacation plans for 2010. cultural Heritage in Times of conflict
(application deadline: 14 May 2010)
http://www.iccrom.org/
The fieldwork was conducted from 5 to 9 February 2010. over 30,000 randomly selected citizens aged
15 and over were interviewed in the 27 Eu Member States and in five additional countries (croatia,
Turkey, the former yugoslav republic of Macedonia, norway and Iceland). The sample size varied within
countries, ranging from about 500 in the smallest to about 2,000 in the largest countries (please see
the Survey Details section in the annex for details of the actual sample sizes for the 32 countries).
The survey is available at this link: http://ec.europa.eu/enterprise/newsroom/cf/document.cfm?action=display&doc_id=5668&userservice_id=1&request.id=0
GRAPHIC DESIGN : MARTINE LAMBERT

n
Euromed Heritage 4 Connecting - a quarterly publication of the RMSU for the Euromed Heritage 4 programme
The RMSU Team: Christiane Dabdoub Nasser, Team Leader - Christophe Graz, Project Manager - George Zouain, Project Manager - Jean-Louis Luxen, Senior Legal Expert
Giuliano Salis, Communication Expert - Giulia Bertelletti, Event Manager - Dario Berardi, IT Expert
Join our mailing-list to receive Euromed Heritage 4 Connecting at http://www.euromedheritage.net
n

RMSU Euromed Heritage 4 Programme


rue d’Egmont, 15 B-1000 Brussels
t. +32 (0)2 609 55 50 - f. +32 (0)2 511 63 11
info@euromedheritage.net
http://www.euromedheritage.net

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