Exploiting local handcrafts, food and traditions to

Exploiting local handcrafts, food and
traditions to promote local tourism
A survey in the Custodes partners’ destinations
This report is the result of the elaboration of contributions coming out from all the Custodes
partners – who made ad hoc interviews with local stakeholders, using a common structured
questionnaire, in order to get information about the exploitation of local traditions for tourism
purposes. Representatives of Institutes of Folk Culture, Houses of Culture, associations responsible
for tourism activity, Ethnographic Parks, local authorities, tourism agencies and operators, etc.
were contacted and involved in order to get the local point of view about the possible tourism
valorisation of traditions in Rimini Province (Italy), South Moravia (Czech Republic), Slovenia,
Kujawsko Pomorskie Region (Poland).
The partners’ territories have different resources pertaining the local tradition, to be possibly
exploited for tourism purposes. They have been categorised and summarised as follows:
GASTRONOMY
In Rimini, wine and olive oil are the highlights of the products typical for this part of Romagna
Region. In particular the olive oil was worthy of the DOP recognition “Colline di Romagna”
(Romagna’s Hills), labeled by European Union. Production of wine also has a long tradition and has
reached excellent standards in recent years. The land surrounded by the Rimini’s hills is a place
where grape vines grow and thrive. Moreover, Romagna Region hills always hosted flocks of sheep
for the milk production in order to transform it in excellent fresh or seasoned cheese. Fossa's
cheese is the result of a particular making and preservation of the whole Pecorino cheeses, kept in
special underground places called "fosse". Other local products are honey (produced in the hills)
and truffles, which have been found to grow far more widely in the valleys than it was thought.
Piadina Romagnola - originally a dish for poor people - and today the most representative product
of Romagna Region’s food culture. Dough made out of water, flour, salt (and other ingredients
depending on the recipe) and cooked on a pan, teamed with pork products, green leaf vegetable,
soft Squaquerone cheese, roasted meat or grilled vegetables.
In South Moravia the specialties are lentil soup, bean soup, typical small cakes, dumplings filled
with fruit, goose with red saurkraut and potato dumplings, pig-sticking (boiled pork, sausage-meat,
blood sausage, smoked bacon, grilled pork knee, greaves etc.). As for the alcohol production, plum
brandy, apricot brandy, cherry brandy, pear brandy, grape brandy are very popular. Moreover, the
Czech pilot area is part of the Slovácko wine-growing region which consists of six smaller wine
areas – Mutěnice, Kyjov, Bzenec, Strážnice, Uherské Hradiště and Podluží. Wine production is
typical for this part of the Czech Republic and national finest wines are produced here.
In Slovenia cuisine delights, hidden in the old recipes, are mostly available in family owned
restaurants, as part of experiences in rural areas. A faithful companion to the traditional dishes are
Slovenian wines, which are excellent.
In Poland a traditional, characteristic meal served today is żurek, a soup made from fermented
wholemeal rye flour. An ingredient still used in many traditional meals is fresh or sour cabbage,
from which soups and thick dishes are made, often with the addition of peas or beans (szablok –
string bean). The cabbage with peas is one of the most important dishes during the Christmas
Eve’s dinner on the Kuyavian table today. A common addition in this region's cuisine was, and still
is, a juice from sour cabbage. On the basis of this product soups are made, it also serves for
souring dishes. In the modern Kuyavian cuisine, as opposed to other regions, many old dishes still
exist. At the beginning of the 20th century a traditional food still consisted of potato and grain
sustenance. Bread was baked everywhere almost only on a leaven from wholemeal rye flour,
sometimes raw grated potatoes were added to dough, occasionally also caraway for flavor. Yeast
cakes from bolted flour and with sugar were baked only for holidays. Often as an everyday meal
2
served were cakes from bread dough or potato pancakes (chlapacze, bugaje), baked on a baking
tin of a hearth. During the period preceding the new harvest a fat hen (pigweed) was often served.
A jarmuż was made from it, a thick dish with millet or barley groats, or in a form of soup, called
there faćka.
A popular dish were, and still are, potato dumplings (przecieruchy), served during ordinary days
and holidays, often as an addition to a popular in this region czarnina (soup made of duck blood
and clear poultry broth). An everyday dish were also zacierki (small dumplings eaten with milk or
in soups), at present rarely served, which were served with sweet milk, cabbage. They were also
added to a potato soup (zagraj), soured with a juice from sour cabbage or cream. Lately one can
observe a return to a traditional taste, what is seen in particular during regional cooking
competitions.
Kujawsko-Pomorskie voivodeship products registered in the List of Traditional Products:
raw sausage in a jar
bread with caraway from stolno / bread with poppy seeds from stolno / stolno’s
wholemeal bread on a sunflower seed
kuyavian czarnina, cooked on duck or goose giblets with addition of vegetables and dried
fruits. Blood mixed with flour and vinegar is added to a soup stock.
kajmak kajmak – sweet, thick mass made by cooking milk and sugar is of oriental origin.
księżycówka is a traditional liquor (moonshine), homemade on the basis of bergamot pears
mace borowiackie are a type of bread
honey from the region of lower vistula river
mniszek bronisławski is a syrup made from flowers of dandelion (the common dandelion),
sugar and lemon juice,
hawthorn flowers liqueur / black currant liqueur / cornus liqueur / angelica liqueur / nut
liqueur
3
LOCAL FOLK TRADITIONS
In Rimini the Good Friday Procession in Montefiore Conca, Via Crucis Montegridolfo, Carnival of
Cerreto and traditional fairs of folk culture with traditional dishes and rituals are the best
examples of local tradition. Another feature of local tradition can be seen in the farmhouses and
mills which keep their original appearance and have a great historic and cultural significance for
the area. Farmhouses are mostly present in country areas. Mills, or the remains of mills, are
mostly present along the Marecchia river and offer the technological and domestic features
common to the entire valley.
The folk dances are called Romagna dances and it was in Romagna Region where mazurka, polka
and waltz emerged. Romagna music developed as an independent stream, imposing its standards
to the entire national market.
In South Moravia the Folk costumes, Folk traditions (carnivals, feasts, festivals), Folk dance, Folk
music (cymbal music) are typical.
In Slovenia the beekeeping is an extremely important part of natural and cultural heritage. In the
past, the honey was used as a sweetener, nowadays it is a typical tourism product.
In Poland there are customs connected with the Shrovetide. During the last days of the Carnival on
Kuyavian roads one may encounter colourful processions of people dressed in bizarre disguises
with animal monsters, symbolizing vegetation forces. Amongst them the most important character
of carnival processions has always been a goat (which gave a name for the custom: walking with a
goat). But in the procession also other monsters are walking: a bear, horse and stork, and also
death, devil, chimney sweep, young couple and many other characters. A goat, as a leading
character, used to be a hero of scenes – it was sold to household members, it was treated when
collapsed on the ground. People used to believe that walking tours of carol singers would make
spring come quickly. For the end of processions there was a party in a tavern, called podkoziołek,
during of which girls bought dances by throwing money under a goat's figurine, standing on a
stool.
On a Shrove Tuesday there was also a custom called taking away of żeńcowe (that is young wives),
stressing the change of a social status of women entering the circle of married women. They were
taken to a tavern, where they had to buy their way with money or snacks.
An original custom is also so-called przywoływki dyngusowe (Dyngus Day calling) during Easter
Monday. Already during the Holy Week young men wrote down a list of girls who were to be
called. For each maiden a short poem was written, praising her virtues or laughing at her vices.
Rhymes were read out publicly on Easter Sunday, from a tall tree or a roof in a central spot of a
village. During Easter Monday the called girls were poured with water.
4
HANDCRAFTS
In Rimini hand printed fabrics are typical products. A tablecloth, a simple hand towel printed
on canvas, according the traditional craft technique of so-called rust-printing, shows the
prevalence of classic floral motifs such as leaves and vines. High quality craftsmanship
is hidden in the traditional fabrics printed with rust-dyed motifs. Tablecloths, curtains, bedspreads
and so on are decorated by hand, using wooden blocks in order to print the fabric with decorative
motifs (rustic and refined). The ancient techniques and methods are used in order to produce
garments showing an important part of the historical and cultural heritage of the whole province.
Another handcraft production is traditional terracotta shaped as pitchers, soup-tureens, flasks,
cooking pots and various types of dishes.
In South Moravia the tradition of handcraft is mainly dealing with blueprint and carving, but also
Easter egg decoration, bobbin lace work, pottery, embroidery, corn husk creation, straw and
wicker work.
In Slovenia tradition of folk dances in Velenje is maintained by Koleda Folklore Society, which
performs dances at events and festivals at home and abroad, spreading the tradition of Slovenian
folk dances.
In Poland a traditional folk artistic work on the Dobrzyń Land was the strongest in the mid-19th
century. Each household had wood and clay vessels, wicker and blacksmith’s manufactures, which
– due to their artistic values – can be seen as art.
Most of the authors of traditional folk sculptures remain anonymous. Only some of them have
their work documented: SCULPTURE; POTTERY; PAINTING; EMBROIDERY; WICKER INDUSTRY.
Amongst figurines predominates the image of Mother of God of Skępe, what is connected with St.
Mary's veneration centre in Skępe. It is a gothic presentation of Virgin Mary, wearing a coneshaped coat with a half-moon at her feet, she often appears in the work of local artists. Amongst
sculptors there were also popular presentations of St. John Nepomucene, for protection against
5
flood, and St. Anthony, protecting against lost items and theft. Most of these sculptures are
anonymous. During the interwar period ornaments included also embroidered kilim, kilim from
straws on a fabric, and painted on a material.
A decorative element are also crocheted doilies on furniture. In windows hanged were paper
curtains cut out in flower designs. A quite dreamlike element of interior décor were spiders made
from straw and crepe paper. During holidays on clay floors of cottages were sprinkled with sand in
designs. Artistic skills of the Dobrzyń Land’s craftsmen were showed in the scope of artistic
metalwork. Blacksmiths manufactured ornamental crosses for chapels and cemeteries. Hinges and
meat cleavers made by them were also a realization of their artistic skills. Clay vessels
manufactured on the Dobrzyń Land most of the times were glazed or they had simple, geometrical
and plant ornaments.
Aesthetics was also were important in the plaiting, developing till 1939, using wicker and straw,
but also pine roots and rogożyna (sprout of Typha). Apart from household baskets, small baskets
for combs were also plaited. From straw plaits made were ornamental cases, shopping baskets,
hats and trays.
The form of art, disappearing along with the popularization of wooden floors, was making designs
with sand on clay floors of cottages, in yards, on the occasion of holidays and visits of guests. Plant
and geometrical motives were predominant.
The general awareness in each country about the importance of local traditions as a means for
tourism development is rather good.
The Tourism Development Program of the South Moravia Region 2007-2013 clearly defines the
priority of exploitation of the local traditions in the tourism sector. The Czech pilot area is part of
the Slovácko Touristic Region. This region is homogenous thanks to the long history and folk
traditions but administratively it is part of the 2 regions - South Moravia Region and Zlín Region.
However, for the promotion and marketing purposes the Slovácko stays as one homogenous area.
6
It can be stated that the local traditions are very important for the pilot region and are considered
to be one of the important pillars of the South Moravia Region´s tourism.
Folklore, festivals, local folk culture/traditions and Gastronomy tourism and Viticulture are two out
of eight priorities to be developed, supported and promoted. The first one is aimed at the support
of the folk customs, organizing folk events, festivals and cultural events in the towns and villages.
Folklore is a significant symbol of the area and can be considered as a natural resource for
development. The second one shall be aimed at the dissemination of the gastronomy products
typical for the South Moravia Region (especially wine tourism).
Dominating forms of tourism in the Slovácko Touristic Region are: Ethnographical Tourism, Wine
Tourism and Cultural and Nature Tourism.
In order to promote Italian cultural sites, it is indispensable to have a management plan that may
ensure, with the passing of time, the preservation, conservation and valorisation of the
outstanding values characterizing a cultural site or territory. Unfortunately, the richness of local
traditions was not properly managed by the public institutions for the tourism development in the
past. So a serious and effective management should be accompanied by a structured and strong
valorisation strategy rooted in the local and national cultural experience designing..
Slovenia is internationally recognized as a destination with a well developed cultural tourism,
based on its cultural heritage and traditions. The general awareness of the importance of local
traditions in Slovenia gradually increased in recent years due to a number of promotional activities
of the Slovenian Tourist Organisation (promotion of green tourism - raising awareness and
informing stakeholders about destinations of excellence, regional and local organizations working
in the field of tourism in each region). Within the EDEN project (European destination of
Excellence), Velenje prepared a product “Pozojev’s awakening of Šaleška Valley” and it ranked
among the top five finalists in Slovenia.
The city of Velenje with its coal mine was perceived as a strong industrial base activity pool with
coal and electricity production. These economic activities caused serious degradation of the area
in the past, but in 1990s the process of environment´s rehabilitation and revitalization
started. Successful completion of rehabilitation projects and the revitalization of the degraded
areas created good conditions for developing tourism in this area.
In Poland awareness is growing. There are more and more associations and organizations whose
main aim is to raise awareness of the importance of the environment and cultural heritage in
sustainable development and strengthening a sense of identity through cultivating the tradition of
the inhabitants, the development of culture and encourage social activity.
Measures to bring the importance of tradition and thereby attract tourists are:
developing and printing thematic maps and plans, guides, pamphlets, monographs,
albums;
7
creation of databases;
popular scientific publications regarding the cultural characteristics of an area, such as
costumes, music, art, architecture etc.;
organization and promotion of events presenting the natural-cultural heritage;
support of folk groups, folklore ensembles and institutions, cultivating local traditions;
organization of folklore events / festivals in order to promote culture, tradition and history
of the local community;
support of activities of cultural centers and libraries;
developing cultural activities - sport / entertainment;
organization of history entertainment;
developing, printing and distributing materials promoting activities of the local community.
Many aspects of local tradition (cattle market, traditional food, crafts, etc.) are featured during the
major fairs in Province of Rimini. The Folk Museum in Santarcangelo collects detailed
documentation of various aspects of life in southern Romagna. The museum consists of fifteen
sections, archives and workshops, organised according to the precise scientific criteria. For
example tools for rural labour; painted farm carts; “caveje”, the decorated iron bars used to move
the shafts of the carts; farmhouse furnishing; and the puppets which toured the fairs providing
entertainment to the public.
A significant exhibition of folk objects is in Valliano, Montescudo, in the Ethnography Museum.
Various local materials and products (e.g. pottery) are present.
The most significant events reflecting the local folk traditions are:
The Good Friday Procession, Montefiore Conca. This is the most popular ritual in the entire
Seignory. The procession begins on a hill (overlooking the town) and winds its way through
the main streets, arrives at the parish church and ends with the burial of a statue of the
dead Christ in a church, called the “Holy Sepulchre”. The procession takes place at night,
with torchlight and a lot of people are taking part: people in costumes, the confraternities
in their robes and hoods, the town band and a large crowd of followers. The Cyrenean,
hooded and barefoot, carries the Cross during the procession. The various “figurants” in
costumes are present – for example apostles, Roman soldiers, angels etc. – and are
recompensed symbolically with loaves of bread.
Via Crucis Montegridolfo. This is another nocturnal Good Friday procession, a tradition
which was revived some years ago. Figures in costumes walk through the framework of the
historic village.
Carnival of Cerreto (Saludecio). This event does not take place every year. When it does
though, it takes place in spring rather than at the usual carnival time. Some of the ancient
costumes are extremely interesting, such as for example: a “man covered with leaves”,
8
a “man made of straw” which has an unusual conical structure, is 3 or 4 metres high and is
covered with straw and at the end of the festival is set alight.
Traditional fairs. These events feature various aspects of folk culture. The most important
are: the San Martino fair in Santarcangelo (11th November) and the San Gregorio fair in
Morciano (12th March); the “Fira di quatorg” in Verucchio (September), the San Michele
fair in Santarcangelo (29th September) and the Santa Lucia fair in San Giovanni in
Marignano. These fairs follow the passing of the season. The major fairs, especially for
cattle and agricultural machinery, are still very popular meeting places. Each fair has its
own traditional dishes and rituals.
The Food and Wine Route of the Rimini Hills is determined by the Adriatic Sea and by two
valleys - the Conca valley and the Marecchia valley. It begins close to the beaches and
stretches up to the hills throughout the historic villages and castles of the hinterland. The
participants are: olive oil producers, wine growers and producers, farms, restaurants, craft
workers, public bodies and professional associations. This is also a travel in time,
discovering the heritage and savouring the changing scents and colours of the seasons, and
listening to the local people.
In Slovenia there are events such as:
Medieval Day - Day of the revival of medieval culture with music, food and games. It takes
place at Velenje castle.
The Farmers' Market - the main purpose of farmers' products markets is not only
to promote the rural development and conservation via the direct sale of agricultural
9
products, but also to maintain tradition and showing the concrete farm work and
presenting the rural areas to the city dwellers.
Tourism Week – it is a large annual event that takes place every June. The local tourism
providers and tourism associations present their activities to maintain tradition in Velenje.
The “Search for Pozoj’s treasure” takes place in the surrounding castles. This event is
focused on the adventure groups.
Exhibitions - organization of specific exhibitions and sale of tourist souvenirs at the local
and regional level and ancient craft of individual professions and practices in some settings
already disappearing (Tourism and Leisure, Flower Fair, Autumn Fair, Flea Market).
In Kujawsko-Pomorskie there are events related to the local production and exhibition of folk arts
such as:
Reviews of folk bands-MGOK Lubraniec;
Local Harvest;
Christmas and Easter In Districts;
"The former village life" and “The former village customs” – take place in Kłóbka three
times a year;
Folklore Days at Tuchola Days Forest;
International Festival of Music for hunting Tower;
Exhibition of folk artists in Tuchola;
Festival of Taste in Gruczno;
Provincial People's Review Teams;
The inauguration of the tourist season and Urban Markets;
10
Handicraft bazaar and Folk Art in the Ethnographic Museum in Toruń.
There is a policy aimed at promotion of local traditions tourism in each region:
In South Moravia Region and CUSTODES pilot area – following major strategies are in force:
The Tourism Development Programme of the South Moravia Region 2007-2013;
The Marketing Strategy of the Tourist Authority of South Moravia 2007 – 2010;
The Strategic Plan of the Hodonínsko Microregion;
The Strategic Plan of the Strážnicko Microregion.
In Rimini the public and private sector will prepare some actions regarding the tourism promotion
of the inland area of Province of Rimini - an independent product will be created. The aim is to
create an independent tourist product which will be competitive on national and international
market level and will attract new visitors through its specific offer.
New tourism product called “Malatesta & Montefeltro” represents the cultural, artistic, natural,
historical and gastronomy opportunities offered by the territory.
In order to do so, the Province of Rimini will have to undertake concrete actions:
Internal marketing: educational tours for public and private-sector operators in order to
inform and motivate them and thus develop a constructive mentality that targets the need
to serve and satisfy the guests / tourists. This should be done by a continual programme
of vocational training.
Integrated tourism information: the management of Tourist Information Offices (IAT/UIT).
These offices can become access gates to the territory and play a territorial marketing role,
communicate its identity, its fundamental values and its benchmark signs and symbols.
A coordinated image: communication and local self-promotion: New and specific
coordinated image that brings together two “souls” - the Malatesta and the Montefeltro and is able to promote the unique product that offers various integrated experiences:
nature, history, art, culture, food and wine and events.
“Inland enterprise package”: Certifying hotels, restaurants, holiday farms, businesses and
accommodation facilities is fundamental to launch tourism in the inland area.
“The net: products, services, itineraries”: Individual tourism resources, integrated thanks to
the contribution of each actor in the tourism chain, both in terms of the product and
information, communication and sales: accommodation facilities, museums, fortresses,
castles, farms, commercial businesses, nature parks, Tourist Information Offices,
municipalities, events etc. realised in cooperation with the coastal institutions.
Promotion and marketing: Product Clubs, internet and internationalization. Internet has to
become the key tool and channel for promotion and presentation of the territory and a
selling point of the commercial offers.
Events: Events keep the local identity and culture alive. It is important to raise the quality
level by creating a “rational” calendar of events organized in the inland area, covering all 4
seasons.
11
Typical products: food, wine and crafts are fundamental to ensure that these quality
features along with hospitality become an opportunity to present the product as a whole
and attract people and enhance their interest in discovering the territory => through comarketing initiatives among different actors, including typical products and food and wine,
within the commercial offers of the Product Clubs and tourism enterprises.
Connections and accessibility: Study solutions that favour “transversal” tourism mobility
between the various towns in the inland area, as well as “vertical” mobility from the coast.
Collective transport services will play a key role in this area.
In Slovenia the Municipality of Velenje adopted a new strategy of tourism development in 2009,
which was developed upon a vision of Velenje as a tourist destination in the years 2009 to 2013
(consistent with the development strategy of Slovenia RNUST). According to this strategy, Velenje
is going to become an attractive and distinctive destination with a wide selection of events and
sports and recreation and programs for children and youth. The strategy also includes the
promotional activities of local traditions and customs in the municipality of Velenje.
In Poland there is no policy or strategy of this kind in force.
12
A list of the associations, institutions, companies in the partners’ territory, which have the
mission to valorise this kind of culture heritage, is provided here below:
In Moravia (Czech Republic)
Slovácko Region
Regional Information Centre in Hodonín
National Institute of Folk Culture in Strážnice
Masaryk´s Museum in Hodonín
The District Archive in Hodonín
Museum of Oil Mining and geology in Hodonín
The House of Culture in Hodonín
The Community Centre in Milotice
The Folk Ensemble of Kyjovsko – Svatobořice Mistřín
The Chamber of Commerce in Hodonín
The Traditions of White Carpathians (Civic
Association)
The local art schools
Voluntary Association of Municipalities of Bata´s
Canal
Microregions: Hodonínsko; Podluží; Strážnicko;
Nový Dvůr; Kyjovské Slovácko
Regional and local museums and geographical
associations
Municipalities and villages of the region
In Rimini Province (Italy)
Province of Rimini Territorial Marketing Agency
The Food and Wine Route of the Rimini Hills
Association
The Romagna Castles and Valleys Product Club
Pro Loco Associations of the 27 Municipalities in the
inlands
Municipalities Union of Valconca and Valmarecchia
San Leo 2000
National confederation of crafts and SMEs in Rimini
Chamber of Commerce and Agriculture of Rimini
General confederation of Italian crafts in Rimini
General confederation of commerce and tourism in
Rimini
National Cooperative and Mutual Union of the
Province of Rimini
Consortium Blue Line
Romagna Social Consortium
Provincial Association of local tourist Pro Loco
Customs and Traditions Museum of the People of
Romagna
In Slovenia
In Kujawsko-Pomorskie (Poland)
Ethnographic Museum in Toruń,
Cultural Centres (Teutonic Castle in Torun, Artus
Court)
Regional Centre for Cultural Animation
Local Action Groups and Tourist Organizations
Association League of Cities and Sites of UNESCO
Hanza Association
Cultural Valley Team
Housewives' Circles in rural areas
Association of Regional Development
Chopins Center in Szafarnia
Tourist Informations
Włocławek Cultural Center
Association of Local Initiative for Human Active
Municipal Council of Women
Velenje Museum
Tourism Office Velenje
Velenje Festival (public institution that has
authority in the field of culture and the arts performing, music, organizing events and fairs)
PV invest (implementation of activities in the
field of environmental and spatial projects)
Kulturnica Ltd. (company promotion culture
and literacy, education, retail trade of books
and art )
13
There are good practices of cooperation, as network of small companies involved in local
traditions to promote the tourism valorisation and development.
In South Moravia the Microregion Nový Dvůr is a good example of the cooperation of 6 villages
working together in the means of promotion of the tourist sites, accommodation and restaurants.
They also cooperate together in the means of promotion of the local craftsmen and small
producers of the local products: these can be seen for example in the Milotice Chateau Stables
(the Chateau Information Centre).
The Food and Wine Route of the Rimini Hills Association is a good example of a network of farms
and wine producers, mills, cheese factories and farm holidays, hotels and inns, taverns and
restaurants, caves and wine shops, artisan-workshops of fresh pasta and traditional desserts,
laboratories for making typical handcraft (ceramics, terracotta and rust printed canvas). It offers a
journey to discover the authenticity, the quality and the inborn hospitality of Romagna region. The
Municipality of Montefiore Conca and the Association System Museum cooperate. The Association
provides services and expertise for the management and development of museums and cultural
sites and aims to create a set of cultural and innovative proposals. They organize animated visits
and didactic workshops for schools of all types and grades in the castle and its neighbourhood.
Together with the local authorities they prepare other initiatives and events.
Romagna Castles and Valleys Product Club is a network of small hotels, inns and restaurants and
promotes workshops, festivals and fairs of the inlands to those who like to discover the folklore,
history and traditions of ancient villages.
In Poland interesting examples are the municipality Lubraniec, where is the exhibition of local
products and folklore, the Local Tourist Organization in Torun and the BT Tuchola Gallery (an
association of artists supported by local government).
In Slovenia an important role in maintaining the traditions and the popularization is played by
voluntary associations, whose main activities are reviving the old traditions and passing them on
to younger generations. In the Šaleška valley following associations are promoting the
preservation of traditions:
Tourist Association Velenje - voluntary organization that connects and directs the
operation of tourist associations. The flagship project is the Medieval Day.
Herbalists Society FC - maintaining the tradition of growing and using medicinal herbs.
Tourist Association Šalek - a project “Starotrški day” within the Castle Šalek.
Vinska Gora Tourist Association - preserving the traditions of folk music.
Tourist Association Šentilj - project leader blessing of horses and St. Martin.
Vacation Club CSS - the youth organization with a tradition of organizing activities for
young people (youth camps conferences, travel, preparation of tourist maps).
Revivas - Society for the revival of the village scale.
Tourist Association Šoštanj – a project for the organization of an international Carnival.
Tourist Association Šmartno ob Paki - to preserve traditions in gastronomy/cousine (food
and drinks from the pumpkins) and preparation of Pumpkin Festival.
14
Practitioners can be effectively involved in raising awareness about the importance of their
heritage, using public presentation of the manufacturing process, selling the products, promoting
the activities and products. In South Moravia a project carried out by the Czech Ministry of Culture
called “The Bearers of the Traditions of the Folk Handcrafts” is managed by the National Institute
of the Folk Culture. Every year few craftsmen who share their knowledge of a certain handcraft
are taking part in the preservation and demonstration of the techniques threatened by the
extinction and are awarded. Within the project, the exhibition is organized every year in a
different place in the Moravia and also informative leaflets and brochures are printed out.
Also local craftsmen are approached by the microregions: for example the Microregion Nový Dvůr
invites, throughout the year, local craftsmen to take part in the various events such as
The Fair of Local products and handcrafts or the Ethnographic Festival of Kyjovské Dolňácko in
Milotice. This involvement can also be achieved through a territorial marketing policy, gathering
various operators. Private enterprises can advice and support public administration in activities
regarding the tourist development and raising awareness of the cultural heritage.
Together with professional institutions (museum workers, craft business chamber of commerce,
educational institutions etc.), individual campaigns to raise awareness can be carried out and
information on about the cultural heritage can be provided.
Also the service providers can be involved. They can provide the information about the cultural
heritage to the visitors by offering the brochures, books and souvenirs related to the local history.
It is commonly agreed that a proper training, education and workshops could be useful for the
transmission of knowledge about local handcrafts and tradition on to the younger generations.
There are good examples of these activities in some partner pilot area, as for example the
Museum of Slovácko Region in Uherské Hradiště works in this field and every year organizes
various handcraft classes and workshops, the National Institute of Folk Culture in Hodonín and its
brunch offices transfers the knowledge to the selected schools in the region, the Community
Centre in Milotice organizes seminars and workshops concerning the maintenance of the folk
costume, repairing the old costume´s parts, proper wearing and dressing correctly according to
the villages etc.
The operators would like to improve the efforts of the local administrations which have started
with a more effective methodology in order to produce even better results.
Educational materials could be developed for the purpose, and in particular:
Folding picture book with pictures of the crafts; leaflets and brochures informing
visitors and locals about the concrete craftsmen and their production.
Travel guides, multi-language tourist brochures, videos and a distribution channel
which can spread all this kind of information, without wasting resources.
A manual concerning the manufacturing processes and how to ensure and prepare the
materials.
15
Didactical materials for schools, necessary reference literature and researches
appealing to young people, equipped with visual materials. References should be based
primarily on examples showing the crafts, such as maintaining the traditions.
Organization of workshops and face-to-face meeting with direct contact between
participants; Expositions.
Recording the seminars and the documentation of the production/manufacture on DVD
with the supporting printing material.
The community centres, museums and archives and other similar entities can play a role in
raising awareness about local tradition heritage. They usually have enough space and technical
devices to carry out education concerning the certain topic for various age groups. It is also very
important to have well educated and experienced employees of these institutions that are able to
work in this field, to observe what is new, to develop and present/promote their work to the
public. It is in fact the work that requires the expert knowledge and great organizational and
interpersonal skills.
The role of these institutions is administrative (meetings of the craftsmen, mediate the contacts
with the public, using the craftsmen products for the presentation) and organizational
(exhibitions, seminars and workshops, study visits, trips, guided tours etc.).
Another good example is creation of the local museums – based on the collections of the clothes
and folk costumes, objects, the sets of the handcraft tools or products no longer in use. The school
children can be engaged into these activities and provoke their interest in the heritage of their
parents and grandparents. One suggestion would be the organizations of annual events and
workshops in which the use of heritage in vocations the tourist have could be explored.
The Media can contribute to raising awareness (television, radio, films, documentaries, Internet,
specialized publications, etc.), to regularly inform about the local production. It is important to
broadcast the informative movies in the prime time to attract the potential audience, even
16
through TV commercials. Some radios, for example in Czech Republic, systematically devote the
broadcasting time to the local/regional handcrafts and traditions.
Also the cooperation among the media, institutions and craftsmen in the matter
of documentary movies production/creation (about the certain handcrafts, profiles of craftsmen
etc.) and distribution of these into the schools as a study and informative material is important.
And a good suggestion could be for the media to offer free of charge or discount price advertising
space, in which the heritage would be presented to a wider audience, maybe with a concept that
tradition is needed in order to understand where we are coming from.
A good information campaign through specialized magazines and television channels should be an
excellent aim, planned with a view to important events which are held every year inside the
territory. Unfortunately, these means of information are very expensive and therefore it is
necessary to fall back on information campaigns through social networks, internet, advertising in
local newspapers and radios.
Commercial activities related to local traditions tourism can contribute to raise the awareness
about its importance, but the actions should be appropriately balanced because there is existing
risk of misusing and devaluation of the traditions. It is agreed that the stakeholders could benefit
from such activities and take advantage of every part of the cultural heritage, but it depends on
the willingness of private enterprises to invest in the development of the territory in which they
operate. Unfortunately, this task is often appointed to local public administration, which cannot
produce a medium-term strategy because of a small budget, but can pursue only short-term aims.
For instance in Slovenia, the Šalek Valley – Valley of Castles was included in the sales promotion of
national tourism organizations, regional tourism organizations, as well as neighboring agencies.
A study tour for business partners at national and international level will be offered. This product
will help to increase the visitor rate of the destination.
In order to promote the sale of the product, direct marketing via mail, through the media and
special offers (sweepstakes, coupons, lottery etc.), tourism blogs, travel or tourism "travel tickers"
will be used.
17
The overall product of the tourist destination is designed to include individuals, private and public
partners in creating and designing individual tourism products.
A list of actions and tools to be developed by the CUSTODES project in order to valorise
destinations through promotion of local tradition tourism is expected at local level:
To coordinate the activities of the small companies regarding the promotion of the
local traditions, handcrafts and gastronomy;
To prepare comprehensive offer to the tour operators and tourist offices;
To link to the already working systems of the cooperation with the craftsmen in the
pilot area and keep on strengthening the cooperation and develop these systems;
To implement new and innovative approaches to tourism and developing new and
original promotional activities;
To carry out promotional videos and seminars for stakeholders;
To use web tools to promote the inland resources with a coordinated and homogenous
programme, using multi-language information materials;
To develop artistic and cultural events which can attract residential tourists to the
territory.
It is commonly agreed that a cooperation and a network of small companies involved in local
traditions could help to promote the tourism valorisation and development. But it is also
important to ensure the local producers that their products are unique in the local production.
There should be a coordinator of the activities on the regional level who will be responsible for the
promotion and for the tourist flow, but on the other hand who will be aware of the uniqueness of
the offer and will not devaluate it with the “modern marketing tools”, such as lowering the price
of the products.
At the same time it is necessary to support other commercial operators and local authorities in the
promotion of these products, organization and points of permanent and temporary sale exposition (fairs,
18
competitions, surveys, etc.). In particular the gastronomy field is underexploited and a lot of good products
could be developed by cooperation between different providers and institutions.
Some people say that small companies and “product club” – associations of local enterprises reached unsatisfactory results in terms of numbers of visitors. Why? Maybe because they lack
some kind of public coordination and also a medium-term policy for tourism development. Often
they do not really perceive what kind of products they can offer to tourists; sometimes they are
concentrated on offering a particular service or product without asking first what the market
expects from the territory. Sometimes the local authorities provide only small funds for the
tourism development and the support of folk and traditions.
Conclusions
The Custodes partners’ territories are full of traditions, environmental influences, ancient
knowledge and local culture; even gastronomy represents a significant element of distinction.
Every landscape is the expression of what nature and the work of man have created; every sample
is a response to the roots of savor and knowledge. All these resources can be exploited for tourism
purposes.
At the same there are many festivals, local folklore events, arts and handcraft initiatives, which
show interesting practices of cooperation, in particular networks of small companies involved in
local traditions to promote the tourism valorisation and development.
According to the survey, a proper training, education and workshops is considered useful for the
transmission of knowledge about local handcrafts and tradition to the younger generations. The
community centres, museums and archives and other similar entities can play a significant role in
this field: the role of these institutions is administrative (meetings of the craftsmen, mediate the
contacts with the public, using the craftsmen products for the presentation) and organizational
(exhibitions, seminars and workshops, study visits, trips, guided tours etc.).
Commercial activities related to local traditions tourism can also contribute to raising awareness
about its importance, but the actions should be appropriately balanced because otherwise there is
an existing risk of misusing and devaluation of the traditions.
Therefore in order to get significant success nowadays a networking is absolutely necessary,
helping to improve the development and quality of tourism services. Part of this has already
carried out in several destinations, but it should be upgraded, as well as the system to invite all
stakeholders to shape the tourism products.
One recommendation provided regards the possibility to adopt the "diffused hotel" model,
especially in the old town, small town or small village in the countryside. The solution has a
common reception area and a large number of rooms, spread over the surrounding houses. In
some cases, the whole village can be converted into a hotel, while in others only parts of the
village. It is a model of sustainable tourism, which keep the old village alive (otherwise it might end
up in the ruins). This form of accommodation offer to the tourists a closer and friendly relationship
19
with local communities. Of course other services can be provided - breakfast in hotels, rent-a-car,
one-day excursions etc. For example the Municipality of Velenje considers the possible realization
of this type of accommodation in the village of Vinska Gora. There is a cultural monument (Grilova
homestead - old farm - more than 100 years old clothes washing place), Vovkov mill, tourist farm
Tuševo , sports fields, bike paths, hiking trail, multipurpose hall and shops in this village.
Another suggestion concerns the efforts towards
sustainable and green tourism development
opportunities, that will increase long-term
quality of tourism and life. In any event, the
Green Tourism represents a significant business
opportunity for the regions.
In Slovenia, the project Green Slovenia
(Slovenian Tourist Board) promotes the Šaleška
Valley in an environmentally friendly
manner. Residents and visitors are advised the
use public transportation while sightseeing, tour
the sites on foot or on bicycle, to reasonably use
water resources etc.
The development of environmentally friendly
green infrastructure in the Šaleška valley is
promoted in many ways: through the waste
collection system and wastewater treatment,
sustainable forms of transportation (such as free
public transport), to set up agencies in order to
encourage the introduction and use of
environmentally friendly energy solutions.
Municipality of Velenje introduced a free city transportation (buses) in 2008. The aim is to ensure
an efficient, reliable, safe and affordable transportation to the citizens and to the visitors / tourists
and also reduce air pollution and traffic in the downtown area. There are 42 bus stations,
conveniently located at tourist attractions (in town of Velenje and its surrounding).
The general awareness in each country regarding the importance of local traditions as a mean for
tourism development is rather good. However, it is indispensable to have a management plan that
ensures the preservation, conservation and valorisation of the outstanding values characterizing a
cultural site or a territory. Serious and effective management should be accompanied by a
structured mid-long term strategy, based on the local and national cultural experience.
20