Introduction
Tourism is generally regarded as an industry with a significant impact over local population. As tourism demand has increased during the last few decades, the development of tourist activities in a particular area within the context of modern tourism is now a challenging task for both public and private authorities. Numerous researchers have reported that tourism development results in both positive and negative impacts. The relationship between cultural heritage and tourism is well-documented evidence of such positive and negative consequences.
Although cultural heritage and tourism have always been linked to each other, the context of cultural heritage tourism is commonly different. In theory, cultural heritage is linked with tourism as a means of representation of the past in a modern way. Culture-related tourism is often regarded as one of the most important aspects of tourism and nowadays many destinations try to emerge on tourism map by presenting their heritage.
However, the success in developing tourism in heritage destinations is arguably related to the interaction with local society and culture.Cultural and historical visits have been recently marketed to leisure tourists, who desire to explore the traditions and history of a particular place. As a result, heritage attractions are now extremely popular and their role in tourism industry is crucial.
The aim of this report is to provide a discussion about the modern use of heritage for tourism purposes by illustrating a case study of Ancient City of Nessebar, Bulgaria, part of UNESCO World Heritage List. The paper provides a theoretical explanation about how heritage tourism has been developed in a typical historic town and what measures have been taken to protect its ‘universal value’. Additionally, the report seeks to address the main challenges for tourism stakeholders with a particular reference to the concept of sustainable development.
Ancient Nessebar - features, conflicts and potentialities
The Ancient City of Nessebar is a unique combination between heritage site and a summer destination. It is located five kilometers south of the biggest summer resort in Bulgaria - SlanchevBryag (Sunny Beach) and some 40km north of Bourgas. The old town, UNESCO archaeological and architectural reserve, is a unique representation of both recreational and cultural tourism.
Although the town is generally regarded as a small historic town and a famous heritage site with well-developed cultural and heritage tourism, it is now a growing mass tourism destination. Sun, sand and sea lovers are the main group of visitors together with short stay holiday makers, usually part of a one-day tour. The small peninsula is also an attractive stop for large cruise liners and luxury private boats. However, tourism is the greatest concern of the local population. As an emerging recreational tourism destination,Nessebar suffers from some critical impacts (e.g.overcrowding, pollution and drug abuse) cause by the large number of visitors. By other point of view – it is one of the oldest towns in Europe, a heritage destination and a site with international importance. The conflict between heritage preservation and recreational tourism development has its roots since adopting the WHS in 1983. However, negative consequences such as overbuilding and low level of heritage management have recently been emphasized as crucial elements for keeping the WHS. The debate about authenticity of the destination, the value of heritage and to what extent the history is advertised for tourism purposes was initialed by UNESCO and some critical recommendations were made. Some of them put restrictions on building, trade and hospitality industry, which eventually resulted in a conflict between local residents and government authorities. This conflict is partly motivated by the fact that Nessebar suffers from seasonality and the majority of jobs, which tourism provides are only seasonal and low-skilled. As a result, Nessebar is currently under the monitoring of UNESCO and there is a possibility to be included in the Tentative List of Danger.
The tourism history has already faced two cases of sites being excluded from the WHL. However, both ones decided to do this solely on purpose, either for further industry development or social reasons. In Bulgaria, we face an issue, which contradicts the existing literature on WHSs and somehow put the emphasis of whether WHS can be used as a complement to summer recreational tourism or to what extent World Heritage designation is a benefit to the entire region.
Challenges and opportunities
Cultural heritage represents an integral part of a destination. The remains of the past, no matter if built structures or traditions, rituals or arts, are distinctive landmarks of destination communities, history and way of life. Consequently, managing heritage resources is an essential and longitudinal aspect of tourism strategies and requires consideration of all stakeholders’ attitudes. Despite the widely shared consensus about benefits of World Heritage label such as increased income, foreign exchange, more business opportunities and improving destination image, there are a variety of negative social, cultural and political implications, which have arisen as a result of such recognition. In many parts of the world, heritage illustrates the local identity and therefore is often regarded as a symbol of authenticity. Likewise, some sensitive issues, such as representation, interpretation and ownership, address the need of further analysis related to commercialization of history, representation of traditions and values as well as visitor management and community involvement.
Although UNESCO have manifested the convention globally as one which facilitates preservation at designated sites, mainly by providing monetary assistance and public recognition, they have also contributed to an increased number of tourists at some of those sites. After 1976, when the convention was ratified by twenty countries, the number of sites have significantly increased, which subsequently have caused debates about the uniqueness and authentic value of these sites. In many developing countries or relatively small destinations, the image of WHS is often a hidden instrument for promoting mass tourism, which may lead to issues related to carrying capacity, the level of adequate infrastructure and the degree of heritage awareness among local residents.
The success of a great number of tourism development policies depends on management of the interaction with local people and reducing the negative impacts of tourism .It is suggested that local residents have a different degree of place attachment and their values are not appropriately respected by heritage management and planning officials.
Residents’ opinions involvement in planning and management could result in a better sense of ownership and enhanced level of support to heritage management.
Many destinations nowadays are faced with a great number of challenges and in order to develop a successful tourism development plan, they should adopt the concept of sustainable development. Sustainable development has its basis in 1987 when the World Commission on the Environment and Development (WCED) introduced Our Common Future or, as it better known, the Brundtland Report. The report, named after the head of the Commission, Gro Brundtland, was the first to launch sustainability and described sustainable development as a strategy which ‘meets the needs of the present without compromising the ability of future generations to meet their own needs. The essence of that definition is that present development should not exploit the use of resources and preserve them to future generations. Within tourism context, sustainability has been studied by many authors and the number of studies related to sustainable development is increasing. World Tourism Organization (UNWTO) describes sustainable tourism as:
"Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities"
In addition, UNWTO (2005, p.11) proposes six key milestones for achieving sustainability:
(1)A great level of tourist satisfaction
(2)Sustainable integration of environmental resources
(3)respecting the socio-cultural authenticity of host communities,
(4)providing socio-economic benefits to all stakeholders
(5)constant monitoring of impacts
(6)Informed participation of all relevant stakeholders, as well as strong political leadership.
There is a need for realistic planning and the effective enforcement of planning regulations to reduce possible conflicts of interest and, where appropriate, to conserve unique and unusual features for the enjoyment of future generations of visitors and residents alike.
Conclusion
Over the last 25 years, both the planning and marketing of tourism have been primarily orientated toward the needs of the tourist and the provision of interesting tourist experiences. This attitude has its basis first in the need of developers and operators to attract large numbers of visitors and hence ensure an adequate financial return on their investments and operations,and,second,in the desire of politicians and planners to maximize the financial benefits from tourism for their country or region.
Planning for the resultant impact of tourism necessitates a careful definition of the respective responsibilities of the public and private sectors and communities. Planning should be designed to maximize the economic and social benefits of tourism to the resident population, whereas at the same time mitigating or preferably eliminating the adverse effects.In the future, planners and communities must take a more proactive role in controlling the nature of such development in terms of stricter building and design regulations; controlled access to vulnerable sites and attractions; strict transport regulations, especially in core areas; and the use of entry fees, barriers, and designated routes for vehicles and pedestrians alike.
The Ancient City of Nessebar is unique place for both visitors and local residents. Visitors have the chance to explore one of the oldest cultures across the globe and consequently have an invaluable cultural experience. At the same time, the small charming city is a famous spot for beach lovers and sun seekers who take a half or full day trip from Sunny Beach. The contradiction between mass tourism and cultural heritage tourism is not a new phenomenon and has largely been explored. However, while this conflict often results in a priority being given to one of the sides, we argue that a sustainable balance could be achieved if certain measures are taken. Our position incorporates that local government should not decline the interest of the other stakeholders and must take into account the attitudes of local businesses and host population and include them in tourism planning and management policies. Another essential recommendation is that Sunny Beach and Nessebar should not be divided as they are interdependent. Nessebar is dependent of the number of visitors of Sunny Beach, but most of the recent marketing strategies of the resort include Nessebar as a major attraction. Therefore, local government should consider both sides in further destination management strategies.
Tourism can be a very positive means of increasing the economic, social, cultural, and environmental life of Nessebar. The major issue now is can politicians, planners and developers, and citizens rise to the challenge and create a truly responsible, and thus acceptable, tourism industry, one which brings long-term benefits to residents and tourists alike without compromising the physical and cultural environment of the destination region.