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Destination Management & Marketing Assessment


With over 350 UNESCO World Heritage properties, the European Union (EU) is rich in outstanding natural and cultural heritage and is well placed to attract the growing demand for cultural tourism from key travel markets. These sites are not only important drivers of travel demand, but are also an excellent means for showcasing the EU’s extensive history and cultural diversity. 
The World Heritage Journeys in the European Union project is made possible thanks to a Preparatory Action voted by the European Parliament. This enabled the funding of a grant from the European Commission (Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs) to UNESCO. The objective is to define unique cultural heritage experiences through the promotion of transEuropean “journeys” that connect sites around the themes of Ancient, Romantic, Royal, and Underground Europe. By including iconic and lesser known World Heritage sites, these routes will enable people to see Europe’s World Heritage sites from a new and exciting perspective. 
The project focuses on authenticity, innovation and sustainability. A rich mobile-friendly, embeddable website is being produced by National Geographic, providing an important promotional tool for the World Heritage Journeys. The project is designed to attract travelers from key source markets to Europe such as China and the U.S. 

The project will also help World Heritage site managers engage with their local communities and tourism officials to leverage the platform and brand assets and to collaborate on sustainable tourism plans and actions. This survey is intended to introduce the project to local tourism stakeholders and community members around the featured World Heritage sites and gather their input and perspectives to incorporate into Sustainable Tourism Management and Marketing Plans for each of the thematic journeys.  

This 10 minute survey asks tourism and heritage stakeholders to assess how tourism is currently being managed and promoted in the following areas:
  1. Governance of Sustainable Tourism
  2. Tourism Products and Infrastructure
  3. Visitor Profile and Behavior
  4. Community Voice/Participation
  5. Heritage, cultural, social and ecological impacts
  6. Communication & Marketing
  7. Investing in Conservation & Marketing