tourism_english-Heritage_and_tourism by yvtong


									                           Public Administration

                           Heritage and
                           Policy and practice for
                           maximising results

                           PAI is accredited by the
One-week study programme   British Accreditation Council
11 to 15 June 2012         for Independent Further and Higher Education
About the programme                            Who is it for?
Government agencies typically see              The programme is designed mainly for
cultural heritage as being of low priority     policy-makers and senior experts
in the face of other pressing                  working in government ministries and
development needs, even more so in             agencies and in non-governmental
times of economic distress. They are           organisations concerned with the
not fully aware that heritage can play a       promotion and funding of heritage
direct role in tourism, deliver urban and      conservation and tourism. Applications
rural regeneration, and provide social         will also be welcome from those in the
and economic benefits for individuals          voluntary and private sector who wish
and communities.                               to gain insights into the role of heritage
                                               and tourism in economic development
Tourism, by contrast, is often viewed as       and to engage in dialogue with officials
a solution to job generation and               with responsibilities in this field.
economic growth, without analysing its
environmental and social costs and
sensitivity to political risk. Tourism
professionals are not always informed
about how cultural heritage can be used
to enhance their tourism potential.

There is often a sense of distrust
between heritage managers and tourism
providers who are asked to meet
different priorities: protecting and
conserving sites, and increasing tourism
numbers and revenue. In addition they
are expected to respond to new
demands: justifying public spending;
providing educational opportunities;
engaging new audiences; and promoting
cultural tolerance and understanding.

There are important new developments
in the UK which shed light on these
critical policy matters and this
experience will be used as a catalyst to
stimulate discussion and exchanges of
ideas between participants.

This study programme will introduce the
principles behind heritage and tourism
policy and planning – what it is, why it is
important, and how it can contribute to
the economy and society as a whole. It
will consider topics related to planning,
promotion, delivery and assessment of
cultural tourism. Particular attention will
be given to skills development,
institutional reform, public information
and visibility, funding strategies, the role
of the private and voluntary sectors, and
sustainable development as well as
innovative approaches to maximizing
heritage and tourism benefits.
How participants will benefit                 government priorities such as
The study programme will:                     economic development and education
– Broaden participants’ knowledge and       – Raise awareness of the issues,
  understanding of the issues                 opportunities and challenges
  surrounding heritage and tourism            surrounding heritage and tourism and
  policy                                      suggest ways in which they can be
– Examine the relationships between           effectively addressed in different
  heritage and tourism and other              country contexts.

What the programme will cover
The programme will include the              The programme will include briefings,
following:                                  visits, workshops and discussion
– A new look at what constitutes            sessions with relevant policy makers,
  heritage including intangible heritage    heritage managers, and cultural tourism
  and cultural diversity                    providers. A key element for sharing
– Policies for understanding, conserving,   knowledge and good practice will be
  and using heritage                        sessions where participants will be
– Heritage and tourism in the context of    invited to give informal presentations on
  economic and social development           aspects of their own agency or heritage
– Informal presentations by participants    site.
  on their own national heritage and
  tourism policy and practice               Additional themes for discussion will
– Visits to selected heritage sites and     depend on participants’ interests and
  museums in London and out of London       there will be opportunities to explore
– Presentations by leading UK heritage      these during the programme.
  and tourism practitioners.
Programme outline

                                    AM                                   PM

   Day 1             Welcome and introduction            Round table
                     Structured debate                   Participants’ informal
                     – Defining heritage for the 21st    presentations on own country’s
                       century                           heritage and tourism successes
                     – Policies for intangible and       and challenges
                       tangible heritage, cultural
                                                         The Tate Modern
                       diversity, and cultural tourism
                                                         Managing visitors and planning
                     – Maximizing the benefits of
                                                         for the future
                       heritage and tourism
                                                         Visit – Tate Modern, Visitor
                     An overview of the culture          Management and Community
                     sector and its policies in the UK   Development Department
                     Heritage Alliance and UK
                     Government spokesperson
                     (Department of Culture, Media
                     and Sport)

   Day 2             Tourism policies and public         Funding strategies for heritage
                     information: the “A Day Out”        An overview of funding strategies
                     campaign                            – National, regional and local
                     UK National Trust                     agencies
                                                         – Heritage trusts
                     Heritage, culture and tourism
                                                         – Private sector
                     in the UK
                     What is the role of heritage and    Architectural Heritage Fund
                     culture in tourism
                                                         Heritage and regeneration
                     – Coexistence or conflict
                                                         Examining the links between
                     – Managing visitors
                                                         heritage and urban regeneration
                     – Tourism and identity
                                                         – Economic impact of heritage
                     Visit Britain or Visit London       – Working with the private sector
                                                         Visit to Kings Cross Regeneration

   Day 3             Day visit to Norwich or other       Meetings with tourism planners
                     successful cultural tourism         and heritage managers
                     Heritage led regeneration as a
                     driver for tourism development
                     and local distinctiveness.

   Day 4             Heritage and tourism policy         Site management as a tool for
                     Review of heritage and tourism      heritage and tourism
                     in the UK – Issues and challenges   English Heritage International
                     – Conservation strategies           Advice Division
                     – Access for all
                     – Heritage, tourism and             Heritage, leadership and
                        sustainable development          international networks
                                                         The nature of good leadership in
                     Interpretation as an element        the heritage and cultural tourism
                     of heritage tourism                 sector
                     Motivation, UK                      – Issue and core competencies
                                                         – INTO and ICOMOS as a resource
                                                         International National Trust
                                                         Organization (INTO)
                                                         ICOMOS UK

                                                         Preparation of group
                                                         Visit to Bedford Square

   Day 5             Investing in heritage and           Moving forward, review and
                     tourism                             evaluation of the programme
                     Heritage Lottery Fund               Presentation of certificates of
                     Group presentations                 attendance

The organisers reserve the right to change the programme as necessary.
Application form

Heritage and tourism:
Policy and practice for maximising benefits

11 to 15 June 2012

Please complete this application form and post, fax or email to:

Clare Walters, Programme Manager
Public Administration International
10 Bayley Street, London WC1B 3HB UK
T +44 (0)20 7580 3590 F +44 (0)20 7580 4746

Applications can also be completed online. Please see our website for details.

Please print clearly in black ink and in capital letters
Personal details
First name
Family name
Title   (Prof. Dr. Mr. Mrs. Ms. etc.)

Dietary requirements
Have you participated in a PAI study programme before?
If yes, which programme(s)?
Dates of programme(s)?

Current position
Title of post


Brief description of your main role and responsibilities

Education and professional training
Please provide brief details of your education and professional qualifications
and training
Application form


Relevant professional qualifications or membership of professional bodies

Particular interests
Please indicate which aspects of the programme are of most interest to you

Sponsoring organisation
Who will pay your fees?

Who will pay your other costs such as travel and living costs?

How would you rate your English language capability?
                                                        Spoken                    Written
Good working knowledge

Do you need a visa to enter the UK?                          Yes                       No

                                                         Not sure whether I need one
If you are unsure whether you need a visa please check the UK Border Agency

How did you find out about the programme?
Brochure (by mail)                         Brochure (by email)

PAI website                                From colleague/friend


Value Added Tax (VAT)
I certify that I am employed by the Government of
in furtherance of its sovereign activities (please refer to note on VAT under ’Fees and
other costs’)


We reserve the right to cancel the programme if there are not enough participants to make it
viable. In these circumstances, fees already received will be refunded in full.
Language                                        Discount
The programme will be conducted in              We offer a 10% discount on the tuition
English. Participants will be expected to       fee if a funding organisation sponsors
have a good working knowledge of the            more than three participants in any one
language.                                       calendar year. Please ensure that when
                                                you book your fourth participant (in any
Location and arrival arrangements               one calendar year) you let us know so
The study programme will be based in            that we can apply the discount.
central London. On request, PAI can
assist with finding suitable hotel              Insurance
accommodation and can arrange travel            Participants are advised to arrange
to and from the airport.                        travel and health insurance cover before
                                                leaving their home country.
Fees and other costs
The fee for the one-week study                  Public Administration International (PAI)
programme will be £1,770. This includes         PAI specialises in management
tuition, travel to and from the airport in      consultancy and development services
London and travel on scheduled visits1.         for organisations in and associated with
The fee also includes all documentation.        the public sector worldwide. We provide
UK Value Added Tax (VAT) will not be            advice and support for governments
charged if applicants can provide written       undergoing political, economic,
confirmation from their Government or           structural and legislative change. Our
its accredited representative that they         extensive network of associates
are employed by the Government in               includes practitioners, academics and
furtherance of its sovereign activities. In     independent consultants. The
all other cases, VAT (currently 20%) will       promotion of good governance and best
be charged in addition to the fee.              practice are our key objectives. This
Payment in full must be received by PAI         programme is one of a number of
no later than 11 June 2012. Cheques             specialist UK-based study programmes
should be made payable to Public                designed to meet the needs of public
Administration International.                   services worldwide.
Alternatively, PAI is able to invoice
individuals or government agencies.             Programme Director
Payment by bank transfer is also                The Programme Director is Dr. June
acceptable.                                     Taboroff. June is an international expert
                                                on culture in development and tourism
Airfares, accommodation costs, daily            planning, with broad experience of
travel (other than on visits scheduled in       institutional development and policy
the programme), meals and living                formulation in more than 60 countries.
expenses are not included. We suggest           She works for the World Bank, European
that approximately £120 per person per          Commission, European Bank for
day should be allowed for a modest              Reconstruction and Development,
standard of accommodation, local travel         Unesco World Heritage Centre and
in the UK, meals and other incidental           lectures at the Institute of Archaeology
expenses. Participants requiring a              in London and the University of
higher standard of accommodation (for           Pennsylvania. Most recently, she was
example a 4 star hotel) will need to            selected by the Clore Leadership
allow approximately £175 per person             Programme course for cultural leaders.
per day.                                        In addition to her project and policy
                                                work, she also carries out evaluations of
                                                cultural heritage and tourism

1Travel to and from the airport in London and

travel on scheduled visits in the programme
are provided at cost.
How to apply                               Applications can also be completed
Please complete the attached Public        online. Please see our website for
Administration International application   details:
form and post, fax or email to:
                                           If you would like to discuss the
Clare Walters                              programme, any of our other
Programme Manager                          international study programmes or our
Public Administration International        consultancy services, please contact:
10 Bayley Street
London WC1B 3HB                            Claire Cameron
UK                                         Director
T +44 (0)20 7580 3590                      Public Administration International
F +44 (0)20 7580 4746                      T +44 (0)20 7580 3590           

We also have extensive experience of
designing tailor-made programmes
(from one day to two or three weeks)
which can be run in your own country
or in the UK to meet the specific needs
of groups or individuals at all levels
within your organisation. Please
contact us if you would like further

Public Administration

10 Bayley Street
London WC1B 3HB
T +44 (0)20 7580 3590
F +44 (0)20 7580 4746

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