Cultural-Heritage Tourism: Review of Existing Market Research

Research conducted by
Novie Johan, MBA & Marion Joppe, Ph.D.
Tourism Environment

On behalf of
FPT Culture/Heritage and Tourism Initiative
Building Market-Readiness Capacity Working Group
Initiative FPT sur le rapport Culture/Patrimoine et Tourisme
April 2005

("Cultural-Heritage Tourism: Review of Existing Market Research Report" was written by Novie Johan, MBA and Marion Joppe, Ph.D. of Tourism Environment. This was done at the request of the Building Market-Readiness Capacity Working Group, which is part of the Federal-Provincial-Territorial Culture/Heritage and Tourism Initiative. The views and opinions of authors expressed herein do not necessarily state or reflect those of the FPT Culture/Heritage and Tourism Initiative. The authors are fully responsible for the text, the accuracy of the text, and the conclusions expressed herein.)

Building Market-Readiness Capacity Working Group Members (December 2004 to April 2005)

• CHAIR: Christopher Rosati, Ontario Ministry of Culture
• Claude Boucher, Ministère de la Culture et des Communications du Québec
• Émilie Comeau, New Brunswick Tourism and Parks
• Danielle Delisle, Ministère de la Culture et des Communications du Québec
• Larissa Deneau, Ontario Ministry of Tourism and Recreation
• Gary Dickson, Manitoba Culture, Heritage and Tourism
• Barb Dillon, Northwest Territories Industry, Tourism and Investment
• Marie-France Ferland, Ministère de la Culture et des Communications du Québec
• Juanita Keel-Ryan, Newfoundland and Labrador Department of Tourism Culture and Recreation
• Bill Hodgins, Alberta Economic Development
• Ernest Labrèque, Canadian Tourism Commission
• David McInnes, Manitoba Culture, Heritage and Tourism
• Hélène Michaud, Ministère de la Culture et des Communications du Québec
• Jill Richardson, Tourism PEI
• Eva Salter, Ontario Ministry of Citizenship and Immigration, Ministry of Culture, Ministry of Tourism and Recreation
• Lilian Tankard, Manitoba Culture, Heritage and Tourism
• Patrick Tobin, Canadian Heritage
• Karen Williams, Nova Scotia Tourism, Culture and Heritage

Background

• The Federal-Provincial-Territorial Culture/Heritage and Tourism Initiative (FPTTI) was officially launched in November 2003 as a two-year pilot project that ended in October 2005.
• This partnership between all provincial and territorial ministries responsible for Culture and Heritage and the Department of Canadian Heritage is co-chaired by Manitoba and New Brunswick.
• Three working groups were created to implement this initiative:
  • The Aboriginal Cultures and Tourism Working Group (led first by Alberta and then Saskatchewan);
  • The Building Market-Readiness Capacity Working Group (led by Ontario); and
  • The Economic Benefits Distribution Research Working Group (led by British Columbia).

Products

• The Initiative’s aim is to support partnering jurisdictions in ensuring their culture/heritage stakeholders are able to become active in tourism on their own terms.
• The products to date reflect input from each jurisdiction.
• These products were created to stimulate discussion and create opportunities for dialogue between culture, heritage and tourism counterparts.
• The FPTTI partners are responsible for disseminating the products and key messages within their jurisdictions as they deem appropriate.
• The FPT Culture/Heritage and Tourism Initiative Coordination Office is prepared to respond to requests. They can be contacted at FPTTI@pch.gc.ca

Benefits of the FPTTI

• Continued collaboration with tourism counterparts on culture/heritage-driven projects creates opportunities for increased information sharing and strategic partnerships. The FPTTI will continue to develop the tools and information that will enable FPT culture/heritage ministries to:
  1. Provide leadership on cultural and heritage aspects of tourism-related policy;
  2. assist the culture/heritage sector to build capacity in tourism; and,
  3. create and promote understanding that the promotion, retention, and support of Canada’s cultures and the sustainability of tourism are mutually reinforcing.

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