Travel Reference
In-Depth Information
imperialism and other forms of political and
social oppression hang heavily over many
countries, so they are forced to find ways of rec-
onciling themselves to their past in the present.
Many tourists are fascinated by the dissonant
past and dark tourism (Lennon and Foley,
2000), therefore this is ironically a lucrative
industry. However, no country wants to be
associated purely with its legacy of brutality,
therefore images of death or destruction need to
be used sparingly and sensitively. On the other
hand, a positive way forward may be to pro-
mote the cultures of diverse ethnic groups
within a society, who may previously have been
marginalized or persecuted (e.g. Jews, Roma),
as well as those diasporic groups that form part
of the legacy of Europe's colonial history. At a
social level, this can help to raise political
awareness and celebrate difference, and at a
commercial level, it adds colour, vibrancy and
uniqueness to a product. The out-migration of
many populations from European countries
(especially those from CEE) may represent an
important external market in this respect, as
many are interested in indigenous traditions.
Some destinations have a stronger brand
image than others, especially those with major
cultural and heritage cities. However, cynics
might attribute the growth of tourism in such
cases mainly to their location on budget airline
routes. The short-break, weekend market is still
growing, which is good news for destinations
like Estonia, Latvia and Lithuania, countries
that are perhaps less well-known outside the
immediate region. Their potential for both cul-
tural and rural tourism development is high,
and they have the added bonus of being
labelled 'relatively undiscovered'. Nevertheless,
the establishment of a clear and distinctive
brand image is still a challenge in a competitive
market. Some cities are moving towards the
model that has been established in many Western
countries (e.g. London, Barcelona, Rotterdam)
whereby extensive regeneration strategies are
being implemented. These are increasingly
taking into consideration the notion of the
'experience economy', the 'multi-entertainment'
concept, and the economic potential of the
creative industries. Emphasis is placed on a
combination of activities, many of which are
experiential, temporary, but with a lasting leg-
acy for the city (e.g. festivals and mega-events).
More permanent 'flagship' projects (e.g. art
galleries, conference centres) are being devel-
oped as catalysts for the regeneration of whole
areas of cities, eventually providing a boon to
tourism.
Rather than putting themselves in the posi-
tion of playing an endless game of 'catch-up'
with the West, many new accession destinations
are searching for their own innovative and cre-
ative approaches to tourism development. In
many cases, they can promote what is unique to
them (e.g. more traditional and 'authentic' forms
of rural and indigenous cultural tourism). They
can capitalize on their history and heritage,
even if it is of a dissonant nature. Whether it
is seaside or spa-based, the wellness tourism
market is growing exponentially, and accession
countries can revive and promote the facilities
for which they have always been famous. In
addition, they can identify what is new and
vibrant within contemporary culture and the arts,
providing unique experiences for visitors. With
an upgraded infrastructure and an improvement
to service quality, it will probably not be long
before the declining destinations of Western
Europe are looking eastwards for inspiration.
References
Cline, A. (2003) Czech Republic: most atheist country in Europe? About, 20 July. Available at:
http://
Commission of the European Communities (2001) WorkingTogetherfortheFutureofEuropeanTourism.
Brussels: Commission Communication to the Council, the European Parliament, the Economic and
Social Committee and the Committee of the Regions.
Council of Europe (1994) Texts Concerning Culture at European Community Level. Strasbourg: General
Secretariat.
Encarta Encyclopaedia Online (2005) Poland. Encarta Encyclopaedia Online. Available at:
http://encarta.
