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Tourist rites for Wales
Reports Competition (1) Beaches north of Rio de Janeiro and south of Santos (widths, lengths and quality of sand) and Cabo Frio (2) Inner city beaches of metropolitan Rio de Janeiro (3) Guaruja (4) Highland tourist attractions (cool summer climate, scenic, historic, therapeutic water), Despite a myriad of problems, this expanse of coastline between Rio and Santos has been identified for development, especially between Bertioga and Mangaratiba. Tourism development is underway and some destinations have already reached capacity or near capacity limits. The development of additonal promotional efforts, implementation of nature, scenic and heritage preservation plans and land-use zoning regulations for the coastline will be necessary incentives for complete realization of this project. Bracuhy and Paraty offer illustrations of two types of preliminary successful investment centres that the project is enjoying.
Dr Leland L. Nicholls Administrator/Professor Dept of Habitational Resources University of Wisconsin-Stout Menomonie, WI 54751, USA
Notes and references
1. Jim Brooke, "'Dateline Brazil: southernsuperpower", Foreign Policy, Fall 1981, pages 167-181. 2. f eland L. Nicholls, "Coastal tourist destinations in Southern Brazil",Travel, Tourism News, Views, Reviews, 1 (I), January/ February 1982, pages 2-5. 3. H. Robinson, A Geography of Tourism, (London, Evans, 1976), pagesMacdonald 201-217. and 4. Sol Biderman, "The beach of the married sea", Americas. March/April 1982, pages 46-48. 5. Ministerio da Industria e do Comercio-- Empres au Brasileira de Turismo,Project Turis (Rio de Janeiro,RJ, 1974), pages 1-13. 6. [bid, page 5. 7. Seeretariada Industria, Comercio E. Turismo, Angra do Reis (Rio de Janeiro, R J, FLUMITUR, 1980), pages 1-35. 8. Hotel Notes, "Bracuhy." Hotel News, Rio de Janeiro, July 1 9 8 1 . page 8. 9. Secretariada Industria, Comercio E. Turismo, Mangaratiba (Rio de Janeiro,RJ, FLUMITUR, 1980). pages 1-20. See also: Alan Clark, "Coastal Development in France: Tourism as a tool for regional development", Annals of Tourism Research,VIII (3), 1981, pages 447461. Amiram Gonen, "Tourism and coastal settlement processes in the Mediterraneanregion", Ekistics, 48 (290), Sept/Oct 1981, pages 378381. Horace Sutton, "By the beautiful sea", Saturday Review, 6 January 1979,pages 2"6-28.
Tourist rites for Wales In May 1979, the Wales Tourist Board ( W T B ) launched a ten-year project to develop the industrial valleys ofSouth Wales as a tourist region, With the sharp decline of the region's traditional industries, tourism to the area may represent the key to economic revival Ironically, the tourism attractions being promoted derive from the artefacts of an industrial age that has now all but disappeared, At a time when many developing countries are seeking to pursue programmes of rapid industrialization to produce manufactured goods, there is indeed a poignant irony in the South Wales Valleys' project embarked on by WTB. The main 'raw materials' for the development of the tourist industry in this region comprise
the vestiges of an almost extinct 'traditional' industrial economy and society founded on coal, iron and steel, The valleys' traditional industries have been in nearirreversible decline for several decades, causing concomitant problems for the local economy and social dislocations of
Tourism Management September 1982
unemployment. Government policies of regional aid, with subsidies and grants to attract new industries made through the Welsh Development Agency, have encouraged the establishment of light industries (eg electronics), but the overall effects have represented palliatives rather than a fundamental cure (more efficient processes, less labour-intensive industries than before, etc). Alternative base WTB considers that tourism is the only industry offering an alternative base for the economy in an area which has for so long been dependent on industries in decline. A region that, along with Lancashire and Yorkshire, was one of the cradles of Britain's industrial revolution is thus now turning to tourism (at least, the WTB is trying to make it do so) as a prime mover for economic regeneration and progress -- a notion perhaps more readily associated with resource-poor developing countries. WTB is not unaware of the magnitude of the task being undertaken: for example it is notoriously difficult to measure such factors as the employmentgeneration effects of tourism development, and there is likely to be little noticeable short-term effect on local employment except perhaps in the touring-base centres, for example Cardiff, where a modem new luxury hotel (The Inn on the Avenue owned by the Comfort Hotels group) has recently been opened. WTB officials are frank about the immediate impacts of tourism dvelopment on the traditional communities of the valleys: tourist spending will initially have little economic effect (nor will it bring about rapid social change) for the majority of the local population-except of course for the suppliers of tourist goods and services. Also, the valleys have no traditions of receiving visitors, thus causing a dual-pronged problem for the project: developing 'upstream' (the host
199
Reports community) as well as 'downstream' (tourist) awareness of tourism to the valleys is essential,
Industrial heritage Yet the ambitious goals of the project, the formidable problems to be overcome in its implementation, and its current status, may not represent the most fascinating aspect of this programme. At a time when it is often argued that tourism and conservation are (or should be) importantly inter-related (see article by Professor Krippendorf in this issue), the South Wales project may be unique in terms of the scope and scale of its conception. Despite an attitude of mildly amused indulgence in those with set ideas about what constitutes a tourist attraction, the idea of promoting old industrial areas in Britain has developed substantially in the past few years, For example, Bradford, in Yorkshire, an old textile-producing town with its industrial roots firmly established in the 18th and 19th centuries, has made attempts to promote its 'industrial heritage' by restoring mill buildings and returning weaving machinery to working condition. In addition, other items of architectural and industrial archeological interest have been refurbished. Also in the North of England, the Hebden Bridge project, being carried out with academic input from Manchester Polytechnic, is aimed at regenerating a run-down industrial area and developing tourism in the region,
Unique project Clearly, the valleys of South Wales form a much larger geographical region than is covered by these other projects, and the scheme is drawing on a much larger base, particularly in that it is making use of a number of existing attractions and developments. WTB is drawing
200
these strands together in a unique manner, both from the project development as well as the marketing perspective, The natural beauty of the valleys became marred by the debris of industrial activities during the first half of this century. A massive land reclamation and environmental improvement programme, however, has now restored much of the industrial areas" natural assets. The impetus for this programme seems to have come in the aftermath of the Aberfan disaster on 21 October 1966 when over 100 000 cubic metres of coal waste slid down Merthyr Mountain, killing 144 people (many of them children), Although born out of tragic circumstances, the transformation of the old industrial landscape of the narrow valley floors and the mountainsides, that has come about as a result of the land and environmental programmes, has enabled WTB marketing and ~ promotions to concentrate on 'natural beauty' as a tourist attraction as much as on 'industrial heritage'. The moorlands, hills and mountainsides, combined with features such as canals and mediaeval castles, enable the claim to be made that this area is attractive for a number of tourist activities such as hiking, pony trekking, sightseeing, canal cruising and hang gliding, Tourist developments Yet it is the extent of sites of industrial interest in the region that underlies the uniquness of the WTB project. The development of a number of important museums (eg the Welsh Miners" museum near Cymmer, the new Industrial and Maritime Museum at Swansea. etc), the development of interpretative centres such as the Big Pit at Blaenavon. and industrial trails established by local authorities or industrial archaeological societies present a wealth of attractions for those interested in industrial history..
In addition to promoting awareness of the tourism potential of the South Wales Valleys. the second explicit objective of the WTB programme is to encourage the development and promotion of new tourist amenities. The Big Pit at Blaenavon is a major example. The Big Pit is one of the oldest shaft mines in South Wales, sunk in 1860 with earlier workings from the early 19th century. Mining operations have now ended and a major project is well under way to develop the Big Pit as the first major interpretative centre for the South Wales coal industry. The mine's surface buildings are currently on view to the public, and guided tours of the underground workings are planned for 1983.
Cultural tourism Thus the industrial heritage aspect of the WTB campaign represents a major attempt to develop cultural tourism to Wales. something that will appeal to a somewhat specialist segment of the tourism market. For example, it seems unlikely that more than a small proportion of UK industrial workers who normally go on package holidays abroad in search of "sun 'n' fun" (money permitting) will be attracted to take their annual holidays in this area. But there would seem to be large and significant benefits to be gained by encouraging "week-end breaks' or overnight stays, or promoting the valleys as an integral part of "having a holiday in Wales'. Indeed, it may be that greater returns will be gained when the overseas campaign (in conjunction with the British Tourist Authority) commences in late 1982, since it is clear how important this region has been in world industrial development, and the tourist attractions offered are undoubtedly unique in the world. It is hoped that Tourism Management will be able to monitor the progress of the WTB project.
David Green Guildford, UK
Tourism Management September 1982
Dr Leland L. Nicholls Administrator/Professor Dept of Habitational Resources University of Wisconsin-Stout Menomonie, WI 54751, USA
Notes and references
1. Jim Brooke, "'Dateline Brazil: southernsuperpower", Foreign Policy, Fall 1981, pages 167-181. 2. f eland L. Nicholls, "Coastal tourist destinations in Southern Brazil",Travel, Tourism News, Views, Reviews, 1 (I), January/ February 1982, pages 2-5. 3. H. Robinson, A Geography of Tourism, (London, Evans, 1976), pagesMacdonald 201-217. and 4. Sol Biderman, "The beach of the married sea", Americas. March/April 1982, pages 46-48. 5. Ministerio da Industria e do Comercio-- Empres au Brasileira de Turismo,Project Turis (Rio de Janeiro,RJ, 1974), pages 1-13. 6. [bid, page 5. 7. Seeretariada Industria, Comercio E. Turismo, Angra do Reis (Rio de Janeiro, R J, FLUMITUR, 1980), pages 1-35. 8. Hotel Notes, "Bracuhy." Hotel News, Rio de Janeiro, July 1 9 8 1 . page 8. 9. Secretariada Industria, Comercio E. Turismo, Mangaratiba (Rio de Janeiro,RJ, FLUMITUR, 1980). pages 1-20. See also: Alan Clark, "Coastal Development in France: Tourism as a tool for regional development", Annals of Tourism Research,VIII (3), 1981, pages 447461. Amiram Gonen, "Tourism and coastal settlement processes in the Mediterraneanregion", Ekistics, 48 (290), Sept/Oct 1981, pages 378381. Horace Sutton, "By the beautiful sea", Saturday Review, 6 January 1979,pages 2"6-28.
Tourist rites for Wales In May 1979, the Wales Tourist Board ( W T B ) launched a ten-year project to develop the industrial valleys ofSouth Wales as a tourist region, With the sharp decline of the region's traditional industries, tourism to the area may represent the key to economic revival Ironically, the tourism attractions being promoted derive from the artefacts of an industrial age that has now all but disappeared, At a time when many developing countries are seeking to pursue programmes of rapid industrialization to produce manufactured goods, there is indeed a poignant irony in the South Wales Valleys' project embarked on by WTB. The main 'raw materials' for the development of the tourist industry in this region comprise
the vestiges of an almost extinct 'traditional' industrial economy and society founded on coal, iron and steel, The valleys' traditional industries have been in nearirreversible decline for several decades, causing concomitant problems for the local economy and social dislocations of
Tourism Management September 1982
unemployment. Government policies of regional aid, with subsidies and grants to attract new industries made through the Welsh Development Agency, have encouraged the establishment of light industries (eg electronics), but the overall effects have represented palliatives rather than a fundamental cure (more efficient processes, less labour-intensive industries than before, etc). Alternative base WTB considers that tourism is the only industry offering an alternative base for the economy in an area which has for so long been dependent on industries in decline. A region that, along with Lancashire and Yorkshire, was one of the cradles of Britain's industrial revolution is thus now turning to tourism (at least, the WTB is trying to make it do so) as a prime mover for economic regeneration and progress -- a notion perhaps more readily associated with resource-poor developing countries. WTB is not unaware of the magnitude of the task being undertaken: for example it is notoriously difficult to measure such factors as the employmentgeneration effects of tourism development, and there is likely to be little noticeable short-term effect on local employment except perhaps in the touring-base centres, for example Cardiff, where a modem new luxury hotel (The Inn on the Avenue owned by the Comfort Hotels group) has recently been opened. WTB officials are frank about the immediate impacts of tourism dvelopment on the traditional communities of the valleys: tourist spending will initially have little economic effect (nor will it bring about rapid social change) for the majority of the local population-except of course for the suppliers of tourist goods and services. Also, the valleys have no traditions of receiving visitors, thus causing a dual-pronged problem for the project: developing 'upstream' (the host
199
Reports community) as well as 'downstream' (tourist) awareness of tourism to the valleys is essential,
Industrial heritage Yet the ambitious goals of the project, the formidable problems to be overcome in its implementation, and its current status, may not represent the most fascinating aspect of this programme. At a time when it is often argued that tourism and conservation are (or should be) importantly inter-related (see article by Professor Krippendorf in this issue), the South Wales project may be unique in terms of the scope and scale of its conception. Despite an attitude of mildly amused indulgence in those with set ideas about what constitutes a tourist attraction, the idea of promoting old industrial areas in Britain has developed substantially in the past few years, For example, Bradford, in Yorkshire, an old textile-producing town with its industrial roots firmly established in the 18th and 19th centuries, has made attempts to promote its 'industrial heritage' by restoring mill buildings and returning weaving machinery to working condition. In addition, other items of architectural and industrial archeological interest have been refurbished. Also in the North of England, the Hebden Bridge project, being carried out with academic input from Manchester Polytechnic, is aimed at regenerating a run-down industrial area and developing tourism in the region,
Unique project Clearly, the valleys of South Wales form a much larger geographical region than is covered by these other projects, and the scheme is drawing on a much larger base, particularly in that it is making use of a number of existing attractions and developments. WTB is drawing
200
these strands together in a unique manner, both from the project development as well as the marketing perspective, The natural beauty of the valleys became marred by the debris of industrial activities during the first half of this century. A massive land reclamation and environmental improvement programme, however, has now restored much of the industrial areas" natural assets. The impetus for this programme seems to have come in the aftermath of the Aberfan disaster on 21 October 1966 when over 100 000 cubic metres of coal waste slid down Merthyr Mountain, killing 144 people (many of them children), Although born out of tragic circumstances, the transformation of the old industrial landscape of the narrow valley floors and the mountainsides, that has come about as a result of the land and environmental programmes, has enabled WTB marketing and ~ promotions to concentrate on 'natural beauty' as a tourist attraction as much as on 'industrial heritage'. The moorlands, hills and mountainsides, combined with features such as canals and mediaeval castles, enable the claim to be made that this area is attractive for a number of tourist activities such as hiking, pony trekking, sightseeing, canal cruising and hang gliding, Tourist developments Yet it is the extent of sites of industrial interest in the region that underlies the uniquness of the WTB project. The development of a number of important museums (eg the Welsh Miners" museum near Cymmer, the new Industrial and Maritime Museum at Swansea. etc), the development of interpretative centres such as the Big Pit at Blaenavon. and industrial trails established by local authorities or industrial archaeological societies present a wealth of attractions for those interested in industrial history..
In addition to promoting awareness of the tourism potential of the South Wales Valleys. the second explicit objective of the WTB programme is to encourage the development and promotion of new tourist amenities. The Big Pit at Blaenavon is a major example. The Big Pit is one of the oldest shaft mines in South Wales, sunk in 1860 with earlier workings from the early 19th century. Mining operations have now ended and a major project is well under way to develop the Big Pit as the first major interpretative centre for the South Wales coal industry. The mine's surface buildings are currently on view to the public, and guided tours of the underground workings are planned for 1983.
Cultural tourism Thus the industrial heritage aspect of the WTB campaign represents a major attempt to develop cultural tourism to Wales. something that will appeal to a somewhat specialist segment of the tourism market. For example, it seems unlikely that more than a small proportion of UK industrial workers who normally go on package holidays abroad in search of "sun 'n' fun" (money permitting) will be attracted to take their annual holidays in this area. But there would seem to be large and significant benefits to be gained by encouraging "week-end breaks' or overnight stays, or promoting the valleys as an integral part of "having a holiday in Wales'. Indeed, it may be that greater returns will be gained when the overseas campaign (in conjunction with the British Tourist Authority) commences in late 1982, since it is clear how important this region has been in world industrial development, and the tourist attractions offered are undoubtedly unique in the world. It is hoped that Tourism Management will be able to monitor the progress of the WTB project.
David Green Guildford, UK
Tourism Management September 1982