The fourth hybrid workshop held in the Utsjoki Living Lab

The fourth hybrid workshop was held in the Utsjoki Living Lab on 6 October 2021 by the ULAP team with five online and three on-site participants. The workshop consisted of two main sections, specifically, introducing UNESCO’s capacity-building opportunities for SmartCulTour Living Labs and discussing the Lab-tailored interventions to be further developed.

The UNESCO team was invited to the workshop to present three capacity-building activities:

1) UNESCO World Heritage and Sustainable Tourism Programme

2) Intangible Cultural Heritage

3) Historic Urban Landscape Approach

The workshop participants discussed amongst themselves after the presentation and decided to choose the first proposal – UNESCO World Heritage and Sustainable Tourism Programme – as the most suitable capacity building activity to be implemented in the Utsjoki Lab, with some tailored contents from the Intangible Cultural Heritage activity.

Both online and on-site participants were involved in the discussion of possible Lab-tailored interventions for the Utsjoki Lab. Making storytelling videos to give essential information to visitors – for example, different aspects of the traditional and modern Sámi culture, some guidelines regarding how to behave in the destination – was chosen as and believed to be the most practical and feasible intervention to be further developed in the Lab.

The Split Metropolitan region Living Lab organizes a codesigning workshop

Last week the Department of Tourism and Economy of the University of Split, Faculty of Economics, Business and Tourism organized a very fruitful codesigning workshop with stakeholders in Split Metropolitan region Living Lab.

The workshop focused on the verification of needs and priorities that were identified throughout the analysis (first part of the TOR) and used the opportunity tree technique to identify and agree on critical priorities associated with sustainable cultural tourism development and initiate the co-design of interventions to address them to initiate the co-design process. This Living Lab is part of Horizon 2020 funded project SmartculTour, which aims to broaden the understanding of how cultural tourism development can support the sustainable development and resilience of European regions

The next step is developing the interventions within the priorities that have been identified through TOR. One intervention will be related to education and building capacity, and the other will raise awareness and foster cooperation and networks.

Paikallinen kulttuuri kiinnostaa matkailijoita Utsjoella – heinäkuussa toteutetun matkailijakyselyn tuloksia

SmartCulTour-hanke selvitti heinäkuussa Utsjoella matkailijoiden matkustustottumuksia sekä kysyntää kulttuuripalveluille matkan aikana.

Utsjoella tehty kävijäkysely oli pienimuotoinen, mutta toi esiin matkailijoiden toiveita kulttuurimatkailuun liittyen. Kyselyä suunniteltiin yhdessä paikallisten kanssa, ja he esittivät näkemyksiään koskien matkailun tämänhetkistä tilannetta Utsjoella. Heinäkuu on perinteisesti ollut Utsjoen matkailun sesonkiaikaa, mutta kesä 2021 oli erilainen lohen kalastuksen rajoituksista sekä koronapandemiasta johtuen. Matkailualan yrittäjien mukaan matkailijoita on kuitenkin ollut yllättävän paljon ja määrät ovat liikkuneet miltei samoissa lukemissa kuin edellisvuosina.

Kävijäkyselyyn vastasi yhteensä 12 matkailijaa, joista kahdeksan oli miehiä ja neljä naisia. Vastaajat olivat pääasiassa 9.7. järjestetyn Utsjoen Lumo -tapahtuman osallistujia, lukuun ottamatta kolmea vastaajista, jotka vastasivat kyselyyn tapahtuman ulkopuolella. Tapahtuma piti sisällään muun muassa musiikki- ja teatteriesityksiä. Vastaajat olivat iältään 28–60-vuotiaita. Lukuun ottamatta yhtä kiinalaismatkailijaa, kaikki vastaajat olivat suomalaisia. Vastaajat matkustivat joko perheen, ystävien tai kumppanin kanssa. Osalle vastaajista Utsjoki oli matkan lopullinen kohde, kun taas osa matkasi Utsjoelta vielä Norjaan tai muualle Suomeen.

Paikallinen kulttuuri, elinkeinot ja luonto kiinnostavat Utsjoelle tulevia matkailijoita

Kyselyssä kysyttiin kulttuuritarjonnan merkitystä matkailijoille matkakohteessa. Yksi vastaajista piti kulttuuritarjontaa erittäin tärkeänä, viisi tärkeänä ja viisi keskimäärin tärkeänä matkakohteessa. Kuuden vastaajan mukaan kulttuuri oli osasyy matkustaa Utsjoelle. Kulttuuri, josta vastaajat ovat kiinnostuneita on paikallinen ruoka, perinteinen saamelainen musiikki, käsityöt, Utsjoen Lumo-festivaalitapahtuma, kalastus, urheilu, paikallinen arki ja saamelaiskulttuuri yleisimminkin. Kuusi vastaajista ei pitänyt kulttuuria isona osana matkaansa. Utsjoki onkin ollut ennen muuta kalastus- ja luontomatkailukohde.

Matkailijat olivat pääsääntöisesti kiinnostuneita tietämään enemmän Utsjoesta sekä Utsjoen paikallisesta kulttuurista, kun taas neljä vastaajista ei ollut kiinnostunut tietämään lisää. Vastaajat olivat erityisen kiinnostuneita saamaan tietoa majoituspalveluista, kalastuksesta, paikallisista elinkeinoista, arkielämästä, saamelaiskulttuurista ja perinteistä. Luonto, näköalapaikat, puhtaus, porot, Tenojoki, lohi, maisemat, tunturit, vaellus, sijainti, Norjan läheisyys, kulttuuri ja Utsjoen historia, paikallinen ruoka ja tapahtumat ovat valttikortteja, joita Utsjoki voisi hyödyntää enemmän matkailumarkkinoinnissaan.

Koronapandemian vaikutus matkustustottumuksiin

Puolet vastaajista mainitsi matkustustottumustensa muuttuneen koronapandemian myötä, ja kotimaan matkailu on suosiossa tällä hetkellä. Myös pienemmät kohteet kiinnostavat enemmän kuin aiemmin. Yksi vastaajista mainitsi, että tämä oli ensimmäinen kerta, kun he matkustavat Lappiin, aiemmin on matkustettu ulkomaille. Osa vastaajista mainitsi matkustaneensa myös aiemmin Suomessa, mutta nyt Suomi ja Suomen luonto kiinnostavat erityisen paljon. Yksi vastaajista mainitsi koronan myötä tekevänsä vaellusretkiä, ottaneensa etäisyyttä ihmisiin sekä tukevansa enemmän paikallisia ostamalla tuotteita ja palveluita paikallisilta. Kahden vastaajan matkustustottumukset eivät ole muuttuneet koronapandemian aikana. Kaikkien vastaajien mukaan Utsjoki on turvallinen matkakohde.

Luonto ja kulttuuri kulkevat käsi kädessä

Kaunis luonto, Teno-joki ja Norjan läheisyys ovat Utsjoen suurimpia matkailuvaltteja. Kehittämisen varaa mainittiin olevan palvelujen tarjonnassa sekä Internetyhteyksissä. Kulttuuri, erityisesti paikalliseen arkeen ja saamelaiskulttuuriin tutustuminen, kiinnostaa kyselyyn vastanneita matkailijoita. Vaikka kaikki vastaajista eivät nähneet kulttuurilla suurta roolia matkan aikana, luontoa ja kulttuuria voidaan silti tarkastella yhdessä ja luontopalveluja pitää osana kulttuuria, sillä saamelaisen luontokäsityksen mukaan luonto ja kulttuuri ovat vahvasti sidoksissa toisiinsa.

Luonnon ja kulttuurin yhteenkietoutumisen esiintuominen voisi olla yksi keino vastata Utsjoella vierailevien kulttuurimatkailijoiden tarpeisiin. Koronapandemian vuoksi suomalaiset matkailijat ovat matkustaneet viime aikoina lähinnä Suomessa, ja Utsjoki houkutteleekin nyt erityyppisiä matkailijoita verrattuna edellisiin kesiin, jolloin matkailu on pääasiassa keskittynyt kalastusmatkailuun.

SmartCulTour-hankkeen tavoitteena on tukea kestävää kulttuurimatkailun kehittämistä Euroopan eri alueilla keskittyen niin pienempiin kyläyhteisöihin kuin suurempiin kaupunkiympäristöihin. Hankkeen partnereina toimii useita Euroopan yliopistoja, alueellisia säätiöitä sekä UNESCO. Suomesta mukana hankkeessa ovat Lapin yliopisto ja Utsjoen kunta.

SmartCulTour D7.1 – Set of service design and art-based methods for co-design and stakeholder work in cultural tourism

The SmartCulTour project seeks to support ‘regional development in European regions, with special attention to rural peripheries and the urban fringe, through sustainable cultural tourism’. This aim will be reached through several objectives, with an ultimate goal of improving inclusiveness and resilience for cultural tourism change in the European regions that possess tangible and intangible cultural assets, in particular rural regions and cities. In line with the fifth objective – ‘Develop innovative methods to support community-led cultural tourism initiatives’ and the sixth objective – ‘Local experimentation in Living Labs and construction of a Toolkit and Manual regarding the successful implementation of cultural tourism interventions’, Work Package 7 has been designed to engage with diverse stakeholders in the development of sustainable cultural tourism using participatory methodologies.

The first output of this work package (Deliverable 7.1) is a Manual, which is now available on the SmartCulTour website,  that consists of a set of service design and art-based tools/methods for cultural tourism stakeholder consultation and engagement will be developed in collaboration with the Labs.

The Manual presented by D7.1 is one building block of a system of instruments within WP7, along with the SmartCulTour Game, the SmartCulTour Toolkit, and the Strategic Roadmap, which will be developed in the next stages under WP7, constantly evolving to keep pace with the Labs’ needs throughout the lifecycle of the SmartCulTour project. The Manual provides 12 service design and art-based tools/methods for co-design and stakeholder work in cultural tourism. The methods included in the Manual will be adopted and further developed in collaboration with the Labs, while the Manual itself can also serve as a valuable tool for the organisation and facilitation of community workshops in general.

Taking into consideration the impact of the COVID-19 pandemic, the Manual is designed to support the use of the tools/methods in both physical and virtual environments. Each method is described according to 12 topics: (1) Underlying idea of the techniques; (2) Situations in which the tool can best be used; (3) Expected output; (4) Guidelines for using the method; (5) Recommended settings in terms of facilitators, participants, and duration; (6) A link to a virtual template (where possible); (7) Materials needed for in-person use of the method; (8) Links with other tools/methods, either as input or as output; (9) Lessons learned from earlier applications of the method; (10) Suggested next steps to complete; (11) Inclusion guide for use of the tool with participants with disabilities; and (12) Reading references.

The Manual is intended to provide relevant stakeholders with a useful set of tools/methods to choose from when developing sustainable cultural tourism in diverse contexts. However, it is worth noting that the Manual is not a one-size-fits-all solution. Audiences are encouraged to adopt it proactively, adapt it creatively, and eventually make it fit to local specificities.

Pandemija, kulturna baština i održivi oporavak turizma na području splitskog LL-a

Autor: prof.dr.sc. Lidija Petrić (Ekonomski fakultet Split, Katedra za turizam i gospodarstvo)

Još uvijek aktualna COVID 19 pandemija ozbiljno je uzdrmala globalno gospodarstvo, pri čemu je turizam zasigurno jedna od najpogođenijih djelatnosti. Nažalost, ne postoji niti jedna zemlja niti regija koja nije pogođena drastičnim padom potražnje,  zbog čega nositelji turističke ponude trpe goleme štete, a mnogi su bili primorani i ugasiti svoje poslovanje.

Stoga se, iako svjesni problema koje je sa sobom nosio prekomjerni turizam (engl. overtourism), s nostalgijom prisjećamo rezultata pred-pandemijske 2019. godine, kad je samo u Splitu realizirano cca. 944,465 dolazaka (4,8% od ukupnog broja u RH) i 2.757,305 noćenja (3,02% od ukupnog broja u RH). Na području  živućeg laboratorija (engl. Living Lab – LL) splitske metropolitanske regije ostvareno je ukupno 4.209,207 noćenja, od čega su četiri obalna grada (tj. Split, Trogir, Kaštela i Solin) ostvarila preko 97% ukupnog broja noćenja u LL-a (koji, osim navedenih gradova obuhvaća i općine Klis i Dugopolje te grad Sinj). Prema podacima Turističke zajednice Splitsko-dalmatinske županije (2019, 2020, 2021), u 2020.godini na području LL-a ostvareno je 1.475,968 noćenja, odnosno 65% manje nego u 2019. godini. U novu sezonu 2021. krenuli smo s oprezom, pri čemu nam porast  kumulativnog broja noćenja na području LL-a za razdoblje siječanj-lipanj 2021. u odnosu na isto razdoblje 2020.godine, u iznosu od cca 73% (359,802 u odnosu na 208,206 noćenja) ulijeva nadu u kakav-takav oporavak.

Prema procjenama Svjetske turističke organizacije (UNWTO), od trenutka kad se pandemija zaustavi, turizmu će trebat između 2 i 4 godine da se oporavi (ovisno o području). Iako je u uvjetima izrazite nesigurnosti i brzih promjena nezahvalno davati prognoze o brzini oporavka turizma na području Splitsko –dalmatinske županije i LL-a  Splitska metropolitanska regija, ne smijemo zanemariti procjene i preporuke recentnih studija koje su temeljem iscrpnih analiza trendova i resursa za RH i Splitsko dalmatinsku županiju dale preporuke smjera u kojem treba krenuti u budućnosti. 

Prema rezultatima istraživanja Instituta za turizam, «Stavovi i potrošnja turista-TOMAS Hrvatska 2019» (Marušić et al, 2019), u RH je do 2019. godine zabilježen kontinuirani rast motivacije vezane uz aktivni odmor, pri čemu i dalje dominira more i priroda, u nešto manjoj mjeri posjet gradovima, razgledavanje, kultura i umjetnost te sport i rekreacija, a zamjetan je i trend porast interesa za gastronomijom, zabavom i festivalima, ruralnim područjima, te događanjima. Kad je riječ o zadovoljstvu turista ponudom u RH, iskazano je visoko zadovoljstvo atmosferom destinacije, a umjereno zadovoljstvo kulturno-umjetničkom ponudom i kvalitetom razgledavanja. Kvaliteta događanja ocijenjena je niskom ocjenom, što ukazuje na potrebu daljnjeg promišljanja o kulturnim aspektima turističke ponude. Slične su ocjene zabilježene i na području Splitsko-dalmatinske županije.

Master plan turizma Splitsko-dalmatinske županije (2018) također je istaknuo porast putovanja motiviranih kulturom na području Županije, uslijed čega se spektar aktivnosti koje uključuju kulturnu komponentu dalje širi, čime doprinosi sve izraženijoj segmentaciji tržišta kulturnog turizma. U tom smislu Master plan ističe tri pod-segmenta kulturnih turista s obzirom na motivaciju, i to: turiste  motivirane učenjem o kulturnoj baštini temeljem posjećivanja kulturno-povijesnih znamenitosti; turiste motivirane sudjelovanjem na kulturnim događanjima, uključujući popularnu kulturu; i turiste  motivirane kreativnim i kulturnim aktivnostima temeljenim na nematerijalnoj kulturnoj baštini, poput podučavanja glagoljice, tradicionalnih vještina, suvremene prakse kulture života i rada ili suvremene umjetničke produkcije. Uz ove primarne segmente, sve je veća potražnja za kulturnim «iskustvima», a posljedično i integracija klasičnih kulturnih i turističkih proizvoda s religijom, gastronomijom ili umjetničkim i kreativnim praksama. Trendovi na suvremenom turističkom tržištu povezani s potragom za autentičnošću i aktivnim sudjelovanjem potiču rast potražnje za turističkim događanjima i promiču sudjelovanje turista u samom proizvodu, što dodatno naglašava važnost kreativnosti u (su) dizajniranju različitih proizvoda kulturnog turizma. Iako takve proizvode traže turisti različitih dobnih skupina i razine obrazovanja, važno je ipak naglasiti da interes za kulturu raste proporcionalno starosti i prihodu.

Iako Splitsko-dalmatinska županija ima izvanredan potencijal za razvoj baštinskog turizma (engl. heritage tourism) na cijelom području, s obzirom na sezonalnost potražnje kulturna baština privlači svega 13% turista koji su posjetili Županiju 2018.godine.  Iako su relativno zadovoljni prezentacijom kulturne baštine (55%) i kulturnih znamenitosti (57%), županijski turisti dnevno na kulturu troše svega dva eura. Analiza kulturne baštine po mjestima i turističkim klasterima Županije pokazala je da je kulturna baština prvenstveno nespremna ili djelomično pripremljena za turističko tržište, uzrokujući tako jaz između obilja kulturne baštine i udjela turista koji su za nju zainteresirani.

Što se tiče kreativnog turizma kao elementa županijske kulturne turističke ponude, Master plan (2018.) svoje je pod-proizvode grupirao na sljedeći način:

  • ljetne umjetničke radionice i / ili škole koje vode poznati umjetnici ili profesionalna / amaterska udruženja za djecu, mlade i amatere;
  • ljetne umjetničke radionice koje vode stranci ili ih organiziraju razne škole, udruge, zaklade za svoje članove / učenike na raznim destinacijama, uključujući županijske destinacije;
  • programi opuštanja i oporavka (joga, meditacija) koji se često kombiniraju s kreativnim (npr. pisanje) ili sportskim (veslanje, jedrenje) aktivnostima;
  • radionice temeljene na tradiciji kulture života i rada, koje u pravilu nude županijske turističke agencije, uključujući posjete eko-etno selima, tematske planinarske ture, degustacije hrane i pića, kulinarske radionice i foto ture.

Što se tiče turizma događaja (engl. event tourism), Master plan ukazuje na slabo zadovoljstvo turista brojem i raznolikošću zabave. Stoga je to jedan od niže ocijenjenih elemenata turističke ponude, koji pokazuje da je 58% zadovoljno brojnošću događanja, a 52% kvalitetom raznih zabavnih događanja.

Master plan županije SD (2018.) ukazuje da, osim za Splitsku rivijeru, gdje se nekoliko kulturnih događaja može smatrati spremnima za valorizaciju tržišta, svi ostali događaji ili nisu spremni ili su djelomično spremni za privlačenje turista. Sukladno navedenom, u istome dokumentu autori definiraju  niz strategija i aktivnosti povezanih s budućim razvojem županijskih turističkih proizvoda. Tako je baštinski turizam proglašen primarnim proizvodom, kao i eno-gastro turizam, pri čemu se za potrebe njegova razvoja ističe nužnost jačanja proizvodnje lokalnih gastro i enoloških proizvoda, stvaranje lokalnih opskrbnih lanaca proizvodnje hrane i vina, jačanje mreža među proizvođačima i turističkom industrijom itd. Turizam događanja (event tourism) dobio je status tercijarnog proizvoda sa strategijama usmjerenim na poboljšanje njegove kvalitete i smanjenje sezonalnosti. Kreativni turizam proglašen je sekundarnim proizvodom u portfelju županijskih proizvoda. Napokon, gradski turizam i vjerski turizam doživljavaju se kao tercijarni turistički proizvodi.

Scheldeland field trip by consortium team

Fort van Liesele

On 7 June 2021, the project team of Toerisme Vlaanderen and KU Leuven undertook a day visit to the municipalities of Puurs-Sint-Amands, Bornem, and Dendermonde, the central locations of the Scheldeland Living Lab. During this trip, the project team familiarized themselves with the local situation and cultural resources and met with policy makers, entrepreneurs and heritage experts.

In the morning, the Fortress of Liesele was explored, pre-WWI fortress built as part of a defensive ring of fortresses around Antwerp. Twice occupied without any direct battle, the fortress has been well preserved and is now being redesigned as multi-recreational attraction with a museum, escape rooms, B&B bedrooms, meeting locations, and a surrounding nature area.

Next, the team visited the historic centre of Puurs-Sint-Amands, at the banks of the Scheldt river, before moving on to Bornem with its impressive heritage sites of the Sint-Bernardus Abbey – currently undergoing intensive renovations to reimagine the site as a multi-purpose venue catering to both local residents, businesses, and cultural tourists – the castle of Marnix De Sainte-Aldegonde and the castle d’Ursel.

In the afternoon, the city of Dendermonde was explored, with visits to the Town Hall and Belfry, the beguinage, and the Honky Tonk Jazz Club, which has welcomed legends such as Fats Domino, Chuck Berry, Jerry Lee Lewis, BB King and Ray Charles in its 55-year-old history. Dendermonde is also the city of the legend of the horse Bayard, with the impressive processional of giants taking place every ten years and being central to the identity of the city. The day ended at the shipping wharves of Baasrode, industrial heritage from the end of the 19th century.

Visitor survey in Utsjoki during an event week

The University of Lapland took part in Utsjoen Lumo event on the 9th of July at Onnelantörmä in Utsjoki. The event included live music shows, theatre shows, one author interview, and Sámi handicrafts and local food for sale. The event was part of the Utsjoen Lumo theme week 5.–11.7.2021, which included several cultural activities during the week. While participating in the cultural events, the University of Lapland conducted a visitor survey for the tourists who were visiting Utsjoki.

The purpose of the visitor survey was to gather insights from tourists for cultural tourism development in Utsjoki. The survey included among others questions of tourist’s purposes of their trip, expectations for cultural attractions, and ideas for cultural tourism development. The impact of COVID-19 on personal traveling habits was also inquired. The timing for this survey was ideal since it is traditionally the high season in tourism in Utsjoki. Salmon fishing is one of the major reasons for tourists to come in Utsjoki, but for this summer the salmon fishing in Teno river is restricted. Surprisingly there has been the same amount of tourists as previous years according to tourism entrepreneurs.

Although the visitor survey was small scale, the contents of it were insightful and useful. Utsjoki’s beautiful nature is often the main reason for traveling to Utsjoki according to the survey results. The cultural offer, in general, was seen important as well in a destination. More information for tourists should be gathered in an easily accessible place. The survey was also offered for holiday villages to distribute for their customers.

UNESCO tailors capacity-building opportunities to the SmartCulTour Living Labs through bilateral consultations

As Leader of Work Package 6 on “Sustainable cultural tourism laboratories (Labs)”, UNESCO coordinates the six SmartCulTour Living Labs (LLs), including by providing support in the identification of meaningful activities, methodologies and interventions to be implemented in each of them. Within this framework, UNESCO is also responsible for raising awareness and developing capacities of concerned stakeholders for the implementation of relevant international standards, using the methodologies and tools developed in the framework of the Organization for sustainable cultural tourism management and development.

Such mission appears even more relevant in face of the impact of the COVID-19 pandemic, which has provoked a rapid decline of tourism in most countries, affecting the ability of cultural sites, attractions and experiences to function properly. The situation remains volatile with different countries and regions experiencing a different scenario of impact and recovery.

Concurrently, the COVID-19 pandemic has provided momentum to rethink existing models and steer post-COVID efforts towards cultural tourism that defines the destination, whilst reflecting UNESCO’s values and providing benefits to communities. The rebound of tourism should be an opportunity to spur innovation and test new approaches to support communities in the recovery, transforming destinations away from outdated and unsustainable models.

Since the early days of the COVID crisis, UNESCO has been working on the identification of new measures for a responsible and sustainable restart of cultural tourism, in the conviction that destination management will need to adapt, and knowledge sharing and learning will be needed to allow for more resilient responses from local communities.

Destinations should be able to shape their respective tourism systems, customising them to balance competitiveness with the needs and priorities of local communities and the sustainability of cultural resources, through a comprehensive Build Back Better (BBB) vision.

To stimulate discussion on these subjects, while informing LLs’ stakeholders about the different capacity-building opportunities that UNESCO will offer them throughout the project’s lifespan, UNESCO organized on 27 April an online Awareness-raising webinar on UNESCO’s capacity-building opportunities for SmartCulTour Living Labs (recording is available here). Attending participants included SmartCulTour Consortium partners, Lab Managers, and local stakeholders from the six Labs.

This awareness-raising webinar was intended to give participants an overview of the tools, measures and approaches that UNESCO has developed to support the sustainable management of cultural resources at territorial level, with a focus on cultural tourism development, and an outlook towards the post COVID-19 recovery. In particular, the panellists presented some specific UNESCO’s methodological approaches that can be functional to the sustainable integration of culture and tourism into local development interventions, and notably introduced UNESCO’s vision on sustainable and resilient cultural tourism, the Historic Urban Landscape (HUL) approach, and UNESCO’s programme on Intangible Cultural Heritage (ICH).

To complement the webinar, an additional presentation was made available by UNESCO on its approach to sustainable destination management, alongside concrete tools supporting its design and implementation (recording is available here).

Following up to these activities, UNESCO has planned a series of bilateral consultations with all Living Labs, to further discuss specific needs and priorities and identify tailored capacity-building activities to be implemented. Capacity-building actions will start at the end of the year and are expected to run throughout 2022. They will address local skills gaps, aimed at empowering local stakeholders by equipping them with the knowledge and tools that may support the planning and design of interventions contributing to the sustainable development of cultural tourism at the destination level, both within and beyond the lifecycle of the Labs. Each capacity-building package will be designed in accordance to the local cultural resources that are more relevant to the Living Lab destination and its local community, adopting a two-folded approach towards protecting cultural and social values while promoting sustainable and inclusive economic growth.

Download the programme of the webinar here

Watch the Awareness-raising Webinar:

Watch the lecture on UNESCO’s approach to sustainable destination management:

Third hybrid working meeting of the Utsjoki living lab

The third hybrid working meeting of the Utsjoki Living Lab (LL) was held by the University of Lapland on 8th July 2021. The main objective of the meeting was to engage the local stakeholders in developing the LL’s communication and visibility plan, including tailored communication tools and channels such as a dedicated blog on the SmartCulTour website. Although only five participants were able to attend the meeting due to the tourism peak season, each of them represented different local stakeholders, specifically, the Municipality of Utsjoki, the Sámi Parliament of Finland, the local tourism entrepreneurs, the local service industries, and the local reindeer herders. They offered valuable and constructive ideas on how to enhance the LL’s communication and visibility. During the meeting, a Utsjoki LL tailored roadmap, the DSS – also known as the SmartCulTour Platform, and the SmartCulTour Game were also introduced to the participants, in order to keep them informed of the latest developments in the project.

There were several highlights regarding the LL’s communication and visibility plan:

·  The representative of the Municipality of Utsjoki suggested that a storytelling video about the local culture can be created to provide important information to guide tourists during their visit.

·  The representative of the local reindeer herders suggested information giving on the local handicrafts which have been exhibited in the local museums and/or village house, as this would allow tourists to learn more about the local culture.

·  The representative of the Sami Parliament suggested the World Indigenous Tourism Alliance as a possible channel through which the SmartCulTour project and the Utsjoki LL could be presented.

·  The participants discussed the rights for filming the local reindeers. It was emphasised that the reindeers owned by the natives, herders, and any private parties should not be filmed without their permission.

The meeting closed with the participants planning the LL’s next steps to be taken in the autumn.

Providing policymakers and practitioners with a Toolkit for cultural tourism change in Europe

The WP7 of SmartCulTour is specifically designed to engage with diverse stakeholders through a participatory approach using of a set of service design and arts-based tools/methods. The aim is to improve inclusiveness and resilience for cultural tourism change in Europe. There are four tasks under the WP7:

  • Task 7.1 Co-design workshops with cultural tourism stakeholders
  • Task 7.2 SmartCulTour Game
  • Task 7.3 SmartCulTour Toolkit for cultural tourism policy development
  • Task 7.4 Strategic roadmap for cultural tourism change

At the current stage of the project, the SmartCulTour partners are focusing on Task 7.1, which aims to assist the living labs (LLs) by suggesting, testing and facilitating the use of a set of tools and methods that can potentially help cultural tourism policy development. To achieve this aim, there are two main objectives:

  • Co-designing a menu that utilises a set of service design and art-based tools/methods for cultural tourism stakeholder consultation and engagement, and thus potentially influencing the policy development of cultural tourism.
  • Carrying out a series of participatory workshops in the LLs with a wide range of local stakeholders. The workshops will implement and further develop the menu using a bottom-up approach.

Figure 1 The double-diamond model in the SmartCulTour living lab context

Task 7.1 lies in the first part of the double-diamond, that is, identifying and clarifying the needs of each LL (see Figure 1). Therefore, the set of tools/methods that the SmartCulTour partners are developing will contribute to the first diamond, and the focus is placed on empathy building and empathic engagement. Taking into consideration the impact of the COVID-19 pandemic, the set of tools/methods will support the use in both physical and virtual environments. More importantly, the LLs will be engaged in co-designing the set of tools/methods in order to ensure that the end results meet their diverse needs and serve as a menu for the local stakeholders to choose. In most of the LLs, experiments have been done on how to do this in a participative way (see Figure 2), especially in relation to stakeholder engagement but also in identifying the qualities they can bring to the table as experts on (aspects of) their destination, but also the expertise WP7 specialists should bring. The menu is expected to be available as D7.1 on the SmartCulTour website by August 2021. It will serve as a living document, constantly evolving to keep pace with the LLs’ needs throughout the lifecycle of the project.

Figure 2 Engaging participants using service design tools and methods in the Utsjoki living lab

For Task 7.2 the first game prototypes have been tested. In game development, getting the aims and rules right are crucial to make a serious game attractive but also to make sure the discussion is on the topic we need. In the game, players will take on different roles in developing cultural tourism in a destination by exploring several development scenarios together from a multitude of stakeholder viewpoints. We expect to have it ready on schedule and look forward to playing it! Figure 3 presents a recent prototype of the game.

Figure 3 The recent SmartCulTour game prototype.

Task 7.3 and 7.4 in many ways are a follow up to 7.1, WP3, 4 &5 and will evolve in the next 6 months to a balanced set of tools need for cultural tourism policy development. Obviously, the LLs are excellent playgrounds for experiments in how to use and combine the tools developed in (and outside) SmartCulTour.