The Ecosystem of Heritage

Tourism
 Learning Objectives

1 2 3 4
Identify the Articulate the Enumerate various Identify pertinent
stakeholders of cultural life cycle tourism strategies government
heritage tourism to promote agencies, as well as
heritage tourism international orG
 Stakeholders of Heritage Tourism
• A stakeholder is an entity (person,
organization, or community) regarded as an
interested party to a heritage tourism
product (a site or attraction). A stakeholder
stands to benefit from it and needs to
perform certain functions and responsibilities
to ensure the success and sustainability of
the heritage site or attraction.
• Heritage Sites or Attractions
The stakeholder essentially pertains to the
entity that owns, manages, organizes the
heritage tourism product which may be a site
(e.g. Rizal Park, Tubbataha Reefs, Petronas
Towers, Cardiff Castle) or an attraction (e.g.
Panagbenga Festival, Galway Oyster festival,
and Jewish wedding traditions, etc.)
 Government Agencies
• Department of Tourism – created under P.D. 189,
the DOT is in charge overall of tourism sites,
attractions, activities, services and infrastructure
in the Philippines.
• National Historical Institute - The NHI, as created
by P.D. 260, is in charge of the preservation,
restoration, and reconstruction of important
historic sites, churches, national shrines,
monuments and landmarks. It was renamed
National Historical Commission of the
Philippines in 2010 under R.A. 10086
• National Commission for Culture and the Arts - 
R.A. 7356 mandates NCCA to formulate policies
for the development of culture and the arts, and
promote and preserve Filipino cultural heritage,
among others.
 Government Agencies
• Tourism Infrastructure and Enterprize Zone Authority
– Under R.A. 9593 (formerly known as the Philippine
Tourism Authority), manages government -owned
tourism-oriented establishments usually located in
tourist destinations.
• Department of Public Works and Highways -
 This government agency is very important especially in
providing land access to heritage sites and attractions.
• Department of Interior and Local Government –
UnderR.A. 6795, the DILG supervises all the local
government units.
• Intramuros Administration - Under P.D.1616, it was
created to preserve and enhance the historical value
of Intramuros. 
 Government Agencies
• National Parks and Development Committee
-  Created as an Executive Committee in 1963 under
the Office of the President, the NPDC is tasked to
develop and preserve the Quezon Memorial Park,
Rizal Park, and other national parks in the country.
• Tourism Promotions Board - Under R.A.
9593 (formerly known as the Philippine Convention
and Visitors Corporation) serves as the marketing arm
of the Department of Tourism.
• Department of Environment and Natural Resources
- Under section 4 of Executive Order 192, the DENR is
mandated to be the primary government agency
responsible for the conservation, management,
development, and proper use of the country's
environment and natural areas for the welfare of the
present and future generations of Filipinos.
 Government Agencies
• Department of Trade and Industry -  Under Executive
Order 133, the DTI serves as the primary coordinative,
promotive, and facilitative arm for trade, industry, and
investment activities. Small and micro enterprises
(SMEs) flourish in the host communities of heritage
sites.
• Bureau of Food and Drug Administration - This
agency issues licenses to companies engaged in the
manufacture, packaging, importation, exportation,
distribution, and retailing of processed food, drugs,
medical devices, and other substances.
• Philippine Retirement Authority - Under E.O. 1037,
the PRA is tasked to address and supervise salient
issues about retirees.
 Government Agencies
• Bureau of Customs  -  Under R.A. 1937, the bureau
has the power to assess and collect lawful revenues,
prevent smuggling and other frauds, and enforce tariff
and custom laws, among others.
• Bureau of Immigration - Under the provision of E.O.
292, the bureau serves as the immigration regulatory
and control body of the Philippines
• Philippine National Police - is the main agency task to
maintain peace and order in the various communities
around the country.
• Philippine Coast Guard - Under R.A. 5173, the PCG is
mandated to assist enforcement of all applicable laws
upon the high seas and waters within the Philippine
jurisdiction.
 Government Agencies
• National Museum  -  The National Museum, a Trust of
the the Philippine government, is an education,
scientific and cultural institution that acquires,
documents, preserves, exhibits, and fosters scholarly
study and public appreciation of works and art,
specimen, and cultural and historical artifacts
representative of the unique and cultural heritage of
the Filipino people and the natural history of the
country. It is mandated to establish, manage, and
develop museums comprising the National Museum
Complex and the National Planetarium in Manila, as
well as regional museums in key locations nationwide.
Currently, its national network comprises 19 regional,
branch, and site museum throughout the archipelago
 Government Agencies
• National Commission on Indigenous Peoples  -  The
NCIP is an agency responsible for protecting the rights
of indigenous peoples.
 Stakeholders of Heritage Tourism
• A tourist or visitor - this stakeholder may be local or foreign who seek to view or
experience a heritage tourism product.
• Host Communities - these pertains to villages or barangays , municipalities or cities, and
provinces or regions where the heritage site is located or where the heritage attraction is
experienced.
• NGOs and Public Interest Groups - This stakeholder refers to all non-governmental
organizations, advocacy groups, and media organizations who look at heritage tourism
products from the outside, i.e., like watchdogs and critics, ensuring they do not violate
any law, ethical standards, or national interests.
• Intermediaries - These refers to those entities who market, advertise, and act as agents
between the heritage tourism product and target or prospective markets (tourists or
visitors) i.e. tour operators, travel agencies, event promoters, and tour guides.
• Suppliers and Service Providers - these comprises a large group of individuals and
organizations that help ensure the  ultimate satisfaction of the cultural tourists by
supporting the operation of heritage sites and attractions.
Culture Life Cycle
 Early development or conceptualization  - 
It starts with an idea or concept that a particular
structure, relic, event, village, tradition, livelihood,
sport, ritual, literary piece, or way of life can attract
tourists or visitors to a country, region, or local
community. This stage may involve many -
brainstorming sessions and planning workshops with
pertinent stakeholders.
  Launch, inauguration, or commencement
•  Once the idea or concept has been launched and is deemed ready to be
introduced to the market, it is launched, inaugurated, or commenced. The
owner of the heritage site or organizer of the heritage attraction may sometimes
invite media organizations to cover this event. This stage involve intense
marketing to create awareness.
Growth 
Over time, with proper marketing and promotion, a heritage tourism product
experiences growth in terms of awareness, patronage, and brand recognition. The use
of social media helps in reaching out to diverse global and local market segments.
During this stage, the heritage tourism product must be sustained and maintained by
the owning entity (in the case of privately-owned sites), government (in the case of
public sites), event organizer (in the case of festivals and commemoration).
 Maturity 
 
Just like any product, heritage sites and attractions also reach their peak sometime
after 10-20 years of constant exposure and visits by various tourist markets. As new
product emerge, the popularity of older tourism products tends to plateau.
During this stage, site owners and event organizers are already planning the next
steps on how to prolong the life of the heritage tourism product.
 Tourism Innovation
Typically, at maturity or close to maturity stage, products are threatened by the
possibility of extinction or natural demise. At this point specialists and
administrators come together to develop innovative strategies to reposition the
product, inject new and exciting  features, and improve facilities, and
technologies, and services to cater better to current target markets. This stage
entails serious budgeting to be funded by the government, private sector , or
NGOs.
Decline
When a heritage tourism product has lost its luster and appeal, it inevitably
declines in terms of the number of visitors, revenues, and popularity.
In most cases, it dies a natural death, i.e. closure of the site or discontinuance of
the attraction. In some cases, heritage advocates lobby for the preservation of
these decaying or obsolete sites and attractions.
Organizations
Managing
Heritage
Tourism
There are numerous organizations around the world whose trust and advocacy is to
document, recognize, manage, preserve, and restore heritage sites and attractions.

o World Heritage Centre – Established in 1992, it is the focal point and coordinator
within the United Nations Educational, Scientific and Cultural Organization
(UNESCO) for all matters related to world heritage. It updates the World
Heritage List and database, organizes annual sessions of the World Heritage
Committee, develops teaching materials to raise awareness among young
people of the need for heritage preservation, facilitates international assistance
from the World Heritage Fund upon request and coordinates both the reporting
on the condition of the sites and emergency action undertaken when a site is
threatened.
o Heritage Preservation – This is an American non-profit organization founded in 1973. Its
mission is to preserve the heritage of the United States for future generations through
innovative leadership, education, and programs
o International Council on Monuments and Sites – now headquartered   in
Charenton-le-Pont, France,  was founded in 1965 in Warsaw as a result of the Venice
Charter of 1964. It is an international NGO of professionals dedicated to the
conservation of the world's historic monuments and sites.
o English Heritage – English Heritage exists to protect
and promote England's spectacular historic environment
and ensure that its past is researched and understood.
o National Trust for Historic Preservation - This
organization provides leadership, education, advocacy,
and resources to save America's diverse historic places
and revitalize its communities.
o Canadian Heritage - is responsible for national policies
and programs that promote Canadian content ; foster
cultural participation, active citizenship, and
participation in Canada's civic life; and strengthen
connections among Canadians.
oHeritage Trust Network – This is a membership organization made up of over 200
groups and trusts across the UK who are involved in the restoration and
preservation of built heritage. 
oAyala Foundation -  Its arts and culture division manages the Ayala Museum and
the Filipinas Heritage Library, which takes pride in their unique diorama exhibits of
important events in Philippine history.
o Chinese World Cultural Heritage Foundation - Incorporated in Hong Kong, this
organization preserves and protects abundant relics and treasures that
illuminate the wisdom and hard work of the Chinese people.
o Scandinavian Heritage Foundation - This organizations seeks to preserve,
communicate, and celebrate Nordic culture and heritage through exhibits and
programs of history, literature, music, dance, visual arts, film, and theater art
education programs for students about the contribution of the Nordic countries.

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