No Island should stand alone…

I think back to a timeless lesson I learnt as a child from the folk song, ‘no man is an island’ to follow-up on previous posts in which I argue that islands must show individual resilience in global heritage. 

I pointed out that despite the range of vulnerabilities which are a commonality amongst most islands; a few have managed to make their mark in global heritage because of their resilience in shaping sustainable local heritage industries. I would have also suggested that islands must actively develop their ‘distinctiveness’ in order to become competitive forces in global heritage.

While I unreservedly hold to that outlook, it’s important to present a caveat. Individual resilience is essential, but, the heritage industry is such that it requires strategic local and regional partnerships. This is especially true for small islands that compete against their developing and developed neighbours not by choice, but necessity.

Facilitating heritage ‘regionalism’

In the heritage industry selling ‘individuality’ as a marketing approach is important, but ‘co-opting’ can be tremendously valuable. The fruits may not be evident in the short term, but, I truly believe that ‘no island should stand alone’ if as a unit they can create lasting (not fleeting) ‘magic’ in global heritage. Where am I going with this? In a phrase: heritage ‘regionalism’.  The idea is to create an administrative and marketing district for the heritage industry within regions or creating sub-clusters within regions.

The Pacific Islands and Oceania. Source:http://www.forumsec.org.

There are at least three defined (or should I say recognized) regions associated with SIDS: the Caribbean, the Pacific and the AIMS (Atlantic, Indian, Mediterranean and South-China Seas) region. But we know from the research that there are islands that are essentially excluded from these ‘defined’ spaces for various reasons. This presents a whole other debate that must be had!

But back to the merits of co-opting. In addition to their extreme smallness, islands of the Pacific are disadvantaged because of their remoteness. They are literally isolated from major tourism markets. I would argue that with this reality Pacific islands must strengthen their domestic market, and ramp up creative partnerships in marketing regional tourism. Looking at the kind of competition which these islands face in (heritage) tourism, it makes sense for them to band together.

Australia, New Zealand and East Asian developing countries such as China are among their biggest competition. If we are to go by the World Heritage List (WHL) - the unofficial benchmark for ‘fuelling’ tourism activity - then China’s over thirty listed sites may be deemed a threat to Pacific islands.

The charge may have to be led by Papua New Guinea, Vanuatu and the Solomon Islands which already hold political clout in world heritage. That prestige aside, the twenty islands (including the US territories) provide immeasurable cultural experiences. If the islands are to make the most of their assets ‘heritage regionalism’ is the best approach in attracting international tourists to their shores. To some extent it is being done, but it has to be structured and coordinated for sustained impact. Visit the WHC portal to view incredible images and videos of world heritage in the Pacific http://whc.unesco.org/en/events/496

Vanuatu boasts a unique tradition of sand drawing as part of its intangible heritage. Source: http://www.unesco.org/culture/

Heritage tourism and long haul travel

Similarly, the Caribbean must heed the benefits of coordinated  (sub) regional partnerships. The islands which are working feverishly to diversify their tourism markets and product stand a better chance of attracting ‘non- traditional’ markets such as Asia and Oceania if they pitch a ‘regional’ heritage experience, and not a ‘single’ island heritage experience. It makes economic sense especially for the potential cultural tourist contemplating travelling half way across the globe for a vacation!

While the 'individual' island approach worked for mass tourism, it may not be as fruitful for (re) emerging niche markets like cultural heritage. In fact, the niche requires a completely different kind of management and positioning. Islands, many of which are often heavily dependent on tourism, must pay attention to details they didn’t before such as transportation to long haul destinations.

I’m watching with interest Trinidad and Tobago’s Caribbean Airlines partnership (hate to think of it as a take-over) with Air Jamaica. I gather the mantra for the partnership is dubbed, “one Caribbean airline, two brands”. This is a commendable and workable marketing approach – you sell the ‘Caribbean’, but hold firm to the ‘individual’ branding of each airline and country.

Map of the Caribbean. Source: World Heritage Centre.

Importantly, I’m hopeful that in the medium to long term this partnership will facilitate ‘regional’ heritage development. The merger can facilitate the kind of dual-multi destination travel that is central to island heritage tourism. Admittedly, it will take very careful planning. It’s not a short term project because addressing the issue of long haul travel, by itself, is a challenge. Additionally, the ‘packaging’ logistics would have to be worked out bearing in mind the geographic outlay of the region. The Eastern Caribbean may have to be ‘packaged’ as a single heritage experience; while Cuba, Jamaica, Haiti, the Dominican Republic, the Bahamas, and the Cayman Islands may be tailored to facilitate another distinct Caribbean heritage experience. But these and similar considerations are doable and worthwhile.

Living in Japan, having visited a couple other Asian countries, and simply interfacing with nationals from all over the region, I concur with existing thought that Asians (who tend to be nature and cultural heritage lovers) are yearning for Caribbean flavor. And I mean much more than satisfying their thirst for Blue Mountain Coffee or their hunger for reggae music! The truth is this yearning can prove to be an expensive ‘taste’ for the cultural tourist. Marketing and packaging (co-opting) the ‘Caribbean’ is the way to go to help make the trip more attractive for the visitor. What could be more exciting for a purposeful cultural tourist than ‘island hopping’, taking in the incredible heritage diversity to be had over two or three weeks?

Jamaica’s Falmouth Water Square in circa 1740. Today, the Falmouth Historic District is home to the largest intact collection of Georgian buildings in the Caribbean

Promise of a ‘political’ force

The need for regional co-opting goes beyond economics. Think of the political leverage that is possible if as a unit each region were to lobby for more global support in heritage. Countries would be better able to tackle old and emerging threats to the industry such as climate change. This is a debate that’s heating up the world over, however, I’ve seen very little correlation made between climate change and heritage.

It would be a pleasant and welcome surprise if a single country is able to have its voice heard on this issue. But I suspect that if countries were to create and present a ‘regional’ voice, they would see definitive movements. The Pacific, with their extreme environmental vulnerabilities should stand to benefit most from the approach.

While islands must remain steadfast in building resilience in their local heritage industries, it’s important not to lose sight of the possibilities of ‘regional’ alliances.