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Thursday, December 12th -
9:30 The Majestic, in Chamonix Mont-Blanc Tourism : a dream factory ? From an economic viewpoint, tourism is commerce based on the dreams of potential visitors. Tourism operators are more and more convinced that the body of services or tourism products must be conceived of and proposed as a whole. Without which the visitors' dreams could not be made a reality. Seen from this angle, tourism becomes a factory for dreams. It is in some way a subsidiary of the event economy in the process of emerging. It is true that tourism advertising tends to reduce complex cultural realities to images and stereotypes that supposedly attract the customer. But tourism does not live only on objective realities: it produces and sells dreams, and dreams express desires that always have a cultural component.
Cultural riches : a certain potential for human tourism The culture of leisure, urbane and event-driven, attracts new visitors to the great metropolitan areas of developed countries. Chairman of the meeting Cultural heritage and the return to origins : is it necessary to revise the notion of cultural identity in a world that is becoming smaller ? Frans Schouten, Professor at the Dutch Institute of Tourism and Transport Studies, Amsterdam (Netherlands) What are the perspectives of cultural tourism ? Claude Origet du Cluzeau, professor and consultant for cultural tourism (France) The great cities of art as successes of cultural tourism : the example of Bruges and its lessons. Norbert Vanhove, European College of Bruges and University of Antwerp, former Director of Economic Development for Flanders, Bruges (Belgium) Can the classification of Lyon as part of UNESCO's global cultural patrimony permit the city to attract new visitors ? Bruce Redor, Director of the Tourism Office of the City of Lyon (France)
Collective imagination : the basis for creating images Tourism makes the most of the cultural resource. It creates images and develops tourism products from cultural attractions. It then organises the promotion of these products and assures them a presentation to introduce them to tourists. Chairman of the meeting How can the tourism resources of Estonia be exploited ? Riina Loehmus, General Director of the Office of Tourism, Tallin (Estonia) How did Spain, by changing its image, succeed at positioning its cultural resources in the tourism markets ? Ana Cristina Gozalo, Director of the Spanish Office of Tourism, Geneva (Switzerland) On the occasion of the "International Year of the Mountains 2002", can the alpine myth be revitalised by promotional campaigns such as "Switzerland : Home of the Mountains" ? Michel Ferla, Deputy Director of Switzerland Tourism, Zurich (Switzerland)
Heritage and cultural event : a source for developing products How to utilise the cultural patrimony, cultural elements specifically local, for the finalizing of new tourism products? Chairman of the meeting How to bring out traditional events by tourism ? Luiz Gonzaga Godoi Trigo, Senac, São Paulo (Brazil) How to create a city of art ? The example of Luzern Culture. Mario Lütolf, General Director of Lucerne and Swiss Central Tourism, Lucerne (Switzerland) How Egypt creates dreams for attracting visitors ? Abdul-Fattah el-Sabbahy, Tourism Ministry Egypt, Kairo (Egypt)
Links between culture and tourism on the local level : the example of the Mont Blanc region How should the strategies and cultural realities of the Mont Blanc region be shared with visitors ? Roundtable led by Local and regional impact of large art expositions : example of the Gianadda Foundation Leonard Gianadda, President Pierre Gianadda Foundation, Martigny (Switzerland) Complementary nature of cultural acts between Chamonix and Courmayeur : The Mont Blanc culture region Luigi Cortese, consultant (Italy) What are the goals of the cultural strategies of Chamonix Mont Blanc ? Claude Marin, Director of cultural service, City Hall of Chamonix Mont-Blanc (France) The discussion will be followed by a visit to the exposition "Crossing the Alps" (Tairraz region) presented by the City of Chamonix Mont-Blanc. Friday, December 13th - 9:00 Real-life emotional experience of the cultural world: the presentation of products Cultural milieus largely appeal to the emotions and to the presentation so that monuments and cultural events are perceived as strong experiences by visitors. It is vital, from now on, to make a tourist's stay an unforgettable event producing emotions. Chairman of the meeting How must one present cultural tourist attractions ? Heinz-Rico Scherrieb, University of Economics Vienna, Manager "EWC Erlebniswelten Wien", Vienna (Austria) Mountains and cableways as a tourism attraction: how can the myth of the mountain be revitalised ? André Zimmermann, CEO of gondolas and cableways Mt. Pilatus, Kriens/Lucerne (Switzerland)
Integration of the local setting : the guarantee of local uniqueness Tourism service providers have distinctly perceived that unspoiled cultural assets and strong cultural identities are of prime importance in the area of destination tourism. They distinguish themselves from their competitors by integrating local specificities into their design and into the development of their products. Chairman of the meeting The integration of the local setting in tourist products : what is the importance of architecture ? Klaus Weiermair, Director of the Institute of Service Economy and Tourism of the University of Innsbruck (Austria) The "design" of tourism sites: how can the local spirit be integrated into the development and the improvement of tourist resorts or centres ? André-Jean Guérin, General Director of the French Agency, Paris (France) Bhutan, between imperviousness and cultural integration : how to open up to tourism while defending one's cultural identity ? Lhatu Wangchuk, Tourism Director of Bhutan
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