The above quotations made popular by Charles Swindoll and Orison Marden (respectively) place in context the purpose of this post. I want to talk about integrating culture and development; and by extension the opportunities that we have been dancing around for far too long. It goes without saying therefore that again the heritage spectrum is on my mind! I would have referenced the concept in previous posts, but, allow me to fully explain its origin and purpose.
In 1996 Greg Richards advocated for a heritage spectrum in the industry. Richards argued that the concept was important to clarify the many types of heritage landscapes and experiences. (Tangible) heritage encompasses and cuts across several resources to include natural, cultural, rural, and urban sites. It follows then that heritage tourism will share similar characteristics with other ‘popularized’ niches such as eco-or nature tourism.
The heritage spectrum therefore recognizes that heritage tourism is an overlapping concept. Importantly, the spectrum has evolved to include intangible experiences, which also show fragments of an overlap. Certainly, elements of our intangible heritage are interwoven into our creative industries. I am pleased, however, that a growing number of like-minded heritage professionals have since sought to demonstrate that these over-laps (in both tangible and intangible heritage) can only serve to strengthen the industry.
The Heritage Spectrum: understanding heritage in relation to tourism development
As an advocate for the economic development of both tangible and intangible assets, I believe it’s important to renew the focus of the heritage spectrum within (tourism) development planning. This becomes especially necessary for small islands which must stake a place in a cluttered and highly competitive heritage tourism landscape.
Admittedly, cultural heritage tourism even though an age old concept, remains one of the most complex industry niches. In general, integrating cultural heritage and development continues to evade many countries. One of the chief issues - understanding what constitutes cultural heritage. As I would have suggested in a previous post, I shy away from ‘defining’ heritage, because of the risk of placing it in a box. But, in the most simplistic sense, cultural heritage encapsulates the way of life of people.
That said, how does one create a heritage (tourism) spectrum that best positions an island in the marketplace? There is no one answer to this question. However, the issue of making the most of the assets that are unique to the country; making full use of opportunities presented; as well as creating opportunities are proven approaches in effectively ‘positioning’ islands in global heritage tourism.
Missed opps: the ‘literary death’ of Jamaica’s Calabash
Calabash Literary Festival has been around for nearly a decade. Recently Jamaicans (and the world) were advised that 2010 would have been the final staging of the event. Not knowing the details I won’t use this space to discuss the ‘whys’. But the commentaries have been rife. I found this particular opinion piece worth reading.http://jamaica-gleaner.com/gleaner/20110123/ent/ent6.htmlLike the author of that article, I’m obliged to also be ‘real’ and frank about the event. Jamaica missed the perfect opportunity (all of ten years simmering!) to position this festival as an emerging cultural heritage experience unique to the country. The event enhanced community-based tourism in Treasure Beach; it brought an expectant revenue base to the area. But it had the potential to be so much more including the capacity to attract larger numbers; thereby generating revenue way beyond the shores of Treasure Beach. Of course, being the proverbial optimist, I believe it’s not too late to ‘save’ the festival and make something much bigger of what it had grown to be.
I came across this short feature which forces me to ask, are we truly committed to making the most of those assets and experiences which are uniquely Jamaica?Show me another island in the Caribbean that can boast sustained achievements and experiences in areas such as sports, music, art, film, the performing arts…should I go on?
This ‘exercise’ is not about bragging rights. In fact, it’s quite the opposite. In this space, while we say ‘no island should stand alone’, we also say 'build individual resilience'. This 'exercise' therefore seeks to reiterate the dynamic nature of heritage; the socio-economic and political value of facilitating and developing heritage assets in policy and development planning. Within the context of the tourism industry, a heritage spectrum is an ideal and strategic marketing tool and approach in an often crowded field. But Calabash is just one of several examples of missed opportunities swirling around the island. Lets act on un-doing the ‘missed-opps’ to workable ‘opps’.
Sporting ‘opps’ re-emerging in the ring; on the courts
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| The Body Snatcher |
Speaking of opportunities, I watched (with tons of hope) the third staging in the Wray and Nephew the Contender series aired on Television Jamaica. For those familiar with boxing greats like Mike McCallum and Shrimpy Clarke, you will know that boxing had always been a popular sport in Jamaica. What has been lacking over the years is the corporate support that we are now seeing with the Contender series.
My first hope is that this event which has the makings of being a real success story in our sporting culture will be sustained. I hope that the energies of talented young men who have an interest and passion in the ring will be given the opportunity to hone their natural abilities for a long time to come. I am also hopeful that the linkages will be made to further develop and position a distinctive cultural heritage (tourism) spectrum for the country.
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| Jamaica's Sunshine Girls- prowess on the court |
Jamaica's prowess in sport is not a fluke! Do all Jamaicans recognize and embrace sport as part of their identity? A reminder, that Usain Bolt (in all his glory) is not the forerunner of athletics in Jamaica. The island enjoys a history that dates back decades! Similarly, boxing had long been an established sport in the country. As noted earlier, it simply suffered at the hands of those who had little faith in the sport, and the sportsmen who heralded the game. We see the 'courting' taking place in netball, and one can only pray that the game is given a fair chance to flourish and find its rightful place in Jamaica's sporting heritage.
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| Herb McKenley- Jamaica's athletics giant in the 1940s |
There are more examples to speak of, but I think the point is made. Sport is a distinctive asset in Jamaica's past; present and future. Are all concerned, including policy makers positioning sport as a central tier of the cultural heritage (tourism) spectrum? It makes no economic sense for the country to exert and stretch its already meager human and financial resources, trying to market sub-niches of cultural heritage such as sport and health tourism. But this particular issue is a subject for a separate post.
Celebrating what's 'cool' may be right in front of you
The reality is, nationals are often least likely to make the most of what’s in front of them. CNNGO.com ranked Jamaica as the third ‘coolest’ country in the world. Take a look at this link. http://www.cnngo.com/explorations/life/12-coolest-nationalities-earth-050844?page=0,1
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| The Japanese see potential in the Creole |
The features they highlight as being ‘cool’ including the Jamaican ‘accent’ are the things locals take for granted. We live it, so most of us don’t fully understand the global appeal of the country’s unique heritage assets.
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| One Love Concert: Japanese take advantage of the opportunities |
I wager, this is in part the reason Jamaica has been victim to the 'missed opps' to develop its heritage (tourism) spectrum. There are possibilities to revive those missed opportunities, and lingering potential to make the most of the opportunities staring the country in its face.
In memory of Reggae legend, Hon. Robert Nesta Marley, who would have celebrated his 66th birthday today, February 6. Marley shaped numerous opportunities for Jamaica, and Jamaicans. From the locals in the hills of Nine Miles, St. Ann, his birthplace; to the enriching space where he crafted his talent, that is Trench Town Culture Yard in Kingston- Bob Marley’s legacy symbolises missed opportunities and opportunities, simply waiting to happen.
