Ding Peiyi: From ecotourism to heritage tourism development in parallel with protection

Ecotourism management and practice in Australia

What is ecotourism? In 1991, Ecotourism Australia defined it as tourism that improves understanding, appreciation and protection toward the culture and environment, and contributes to ecological sustainable development. In 1993, the International Ecotourism Society defined ecotourism as tourism activities in the natural world that is responsible of and conducive to protecting the environment and safeguarding the interests of local people. In 2004, Tourism Australia defined it as nature tourism based on environmental education and sustainable development.

Ecotourism can be divided into soft and hard types. Soft ecotourism is short-term interaction between participants and nature, which is part of a multi-functional tourism experience. Hard ecotourism is an ideal type of ecotourism, for participants interacting closely and personally with nature for a long term.

Ecotourism plays an important role in promoting employment and boosting economic development in Australia, which is worth learning from.

Ecotourism provides authentic, memorable and safe experience for visitors and maintains the brand and reputation of the Australian tourism market. The development of ecotourism is crucial to the protection of Australia's environment and culture.

Australia will have both ecologic and cultural sustainable ecotourism with high degree of domestic feasibility and international competitiveness. Its ecotourism will set an example of environment quality and cultural authenticity for the world, and properly bring nature back to the Australian community and resources exchange. Australia has implemented government-led and law-based governance in terms of ecotourism construction. Ecotourism Australia was established in 1991 and formulated a national tourism strategy in 1992. In 1994, Australia launched the National Ecotourism Strategy. It is first country in the world that implemented the ecotourism strategy.

As for the law-based governance, Australia has enacted legislation to protect ecotourism by promulgating and implementing the environmental law in 1970. Legislation has been improved and enforced strictly across the country with severe punishment for environmental damage and supervision from the 'environmental police'.

As for government-led governance, national parks in Queensland adopted the business mode of separating ownership and management rights in the construction of ecotourism facilities, which has contributed $4.33 billion to the national economy (2012). The national parks receive 7.9 million foreign visitors per year, with 6.2 million to land parks and 1.6 million to ocean parks. The core value is innovation and improvement of tourism experience based on protecting unique natural diversity and authenticity. The aim of construction is to build unique and low-impact ecotourism facilities to attract domestic and foreign tourists to Queensland.

In 1994, the National Ecotourism Strategy clearly stated that all stakeholders, including governments, industries, enterprises, research institutions and natural resource managers in Australia should devote themselves to the development of national ecotourism and contribute to the economy, environment, and social welfare. Australia’s development model and experience in ecotourism are much instructional, as ecotourism can play an important role in boosting economic development and employment.

Successful case of Australian heritage tourism

Heritage tourism is an extension of “cultural tourism”, through which visitors can explore areas of historical, indigenous cultural and natural value, including artistic performances, festivals, museums, galleries and historical sites.

Located on the southeast coast of Australia, Victoria is rich in heritage tourism resources. Natural landscapes such as the Twelve Apostles and the Philip Island are landmarks among Victoria's natural heritage sites. Melbourne Museum that houses one of the world’s oldest aboriginal cultures and the Sovereign Hill Gold Mining Town, an outdoor museum that vividly displays the burgeoning gold rush in 19th century, are iconic cultural heritage sites in Victoria.

Data shows that one third of the visitors from mainland China visit the Sovereign Hill when they come to Victoria. Entering the Gold Mining Town is like going back to the ambitious 19th century. The scenes here truly recreate history, and even staff dress like 100 year ago. Tour guides explains to Chinese tourists in Mandarin. The Victorian Government conducts tourism management by the 2010-2014 Victorian Arts, Theatres and Cultural Heritage Tourism Action Plan, highlighting the value of historical streetscapes, providing a “historical background” for tourism and encouraging visitors to try hand-on activities that help them to learn the history and stories behind shops there. Visitors can also take photos with staff dressed in mid-1950s costumes. Gold Mining Town’s creative sound and light shows, storytelling underground sessions, and smart service such as apps and QR codes impress visitors with an “authentic” experience.

Managing historic buildings is a constant challenge for heritage tourism, as those buildings require extensive repair and maintenance. The Victorian government has begun a policy of “devolution”, which means to issue site management agreements to non-profit and commercial groups to operate world heritage sites as tourist attractions. The City Council of Ballarat in Victoria offers advice and loans to heritage operators. It also runs a Heritage Incentive Program to commend excellent operators in heritage reuse. Besides, the Victorian Heritage Tourism Department provides grants to heritage operators, encourages more communities to value heritage tourism and understand its contribution to economic development.

Heritage Council of Victoria has turned the Sovereign Hill Gold Mining into a leading outdoor museum by training heritage tourism volunteers, providing professional cultural services and improving visitor’s participatory skills. In the cluster of dynamic museums, the mining, social, cultural and environmental heritage of the Ballarat region and its impact on Australian history are fully demonstrated.

Implications for the tourism development of “China’s home of jades” Hotan

In China, ancient and mysterious Hotan is named of “home of jade” on the Silk Road, and known as the land of jade, silk, carpets and fruits. Hotan’s economic development relatively lags, but the region is rich in tourism resources. The unique resources, long history, diversified culture, ancient Silk Road and physic-geographical environment make Hotan a region with great potential. The close correlation between tourism and other industries can drive the development of related industries. Focusing on tourism can be regarded as the best way to boost the economic development of Hotan.

To prosper the tourism industry in Hotan, it is necessary to remove obstacles. Therefore, the government should adopt pertinent strategic measures. Most of the tourism resources in Hotan are underused. It is important to vigorously develop the heritage tourism industry and the Alamas jade mining area should be the first choice for development.

Located in the southeast of Kunlun Mountain, Xinjiang, the Alamas jade mining area is a famous producing place of Hotan Jade, which known for its white jade and a mining history for at least 3,000 years. The white jade features the warm, moist, hard and dense qualities and enjoys good reputation home and abroad. Hotan should register itself as a site in the local heritage list and even the UNESCO World Heritage List, to promote the brand of Alamas jade mining area and other heritage resources, which will conduce to build Hotan into an scenic area with national and even international reputation.

Due to its remote location, Hotan maintains original ethnic cultures with many ancient ruins and sites. Heritage tourism resources have great appeal to tourists. Based on the framework of the historic theme tour, Hotan tourism and heritage organisations should cooperate to develop travel guide and assist operators in interpreting heritage in the tourism environment. Meanwhile, instead of simply providing tourists with sightseeing tour, Hotel should update cultural tourism policies to support heritage operators in providing visitors with world-class travel experience.

As part of the comprehensive theme for interpreting and promoting natural and cultural heritage, Hotan should consider to develop a brand management mode, including setting up roadmaps for the “must-see” sites in the region and developing smart phone applications. In recent years, the Hotan government has initiated a fundraising project to expand the digital interpretation of heritage tourism and built more websites within the entire autonomous region to promote the key smart app-related projects of Hotan heritage tourism. The tourism and heritage management departments of the autonomous regions, municipalities and counties have jointly developed appropriate training sessions for their staff, focusing on developing the interpretation and narration skills in tour guides.

The Hotan government should use community funds to support community organisations and local heritage tourism projects. Meanwhile, it should focus on supporting heritage tourism, rather than only protecting or restoring heritage buildings. In addition, it should work with authorities at other levels to offer incentives or eliminate restraints. The rewards include a heritage incentive plan, small grants or tax preferences.

The Hotan government should cooperate with the major institutions such as the Hotan Heritage and Regional Tourism Commission and other stakeholders and use their expertise when seeking the best implement model for iconic tourism destination and travel experience. Furthermore, it should reach cooperation with tenancy holders, managers of destinations and licensed tour operators when necessary.

In the future, the Hotan government should also fully exploit the potential of special tourism resources and strengthen the construction of tourism complexes. For example, when planning the construction of the Alamas jade mining area, it should strengthen cooperation with other related industries and enterprises, focus on comprehensive experience and conduct immersive activities to provide tourists with unforgettable tours.