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The Life Beyond Tourism Manifesto

Introduction to the Manifesto

of Life Beyond Tourism® for Intercultural Dialogue through tourism based on values, not just on consumer services

Life Beyond Tourism®
  • contributes to the dissemination and recognition of such universal values as respect and harmony among peoples, turning the tourist experience into a unique opportunity for knowledge, for meeting people and for promoting intercultural dialogue
  • promotes familiarization with the ‘spirit of a place’, its past, its present and its future prospects
  • offers a new vision of tourism - including mass tourism - designed to highlight its strategic nature rather than its consumer-driven aspect, in order:
- to promote intercultural dialogue
- to foster awareness of and familiarity with cultural diversity traditional knowledge
- to safeguard spirit of place
- to communicate spirit of place, imbuing it with new life
  • hopes to see the ‘ethos of commitment’ to fostering ‘intercultural dialogue’ become part and parcel of our intangible cultural heritage
  • aims to enhance the concept of the use and enjoyment of heritage for the purpose of promoting intercultural dialogue, transcending the mere concepts of the safeguarding and enhancement of cultural heritage;
  • presents the nature of a region through its major cultural expressions, institutions and businesses, including those with a potentially lower profile, yet whose origins and current activities both embody and evince the "spirit of place";
  • offers an opportunity to present and interpret an intangible heritage made up of the kind of motivations and aspirations that breathe life and eloquence into the tangible heritage of a place;
  • aims to boost people's awareness of the need to safeguard intangible heritage at least as much as tangible works of art and monuments
With Life Beyond Tourism®, destinations visited by tourists, particularly if they are recognized UNESCO sites, take on a new role as 'workshops' offering a contribution to intercultural dialogue, cooperation and shared growth. Life Beyond Tourism® will turn that very tourism that is helping to 'standardize' the world today, threatening our tangible and intangible world heritage, into a tool for enhancing individual experience in a context based on the rediscovery of values, transcending the traditional approach based on mere consumer-driven services.

 1. Tourism is a crucial source of prosperity

2. Tourism provides an opportunity for getting to know -- spirit of place
- cultural diversity
- traditional knowledge

3. Tourism in its various forms goes way beyond the mere satisfying of personal needs

4. People working in the tourist industry foster awareness of spirit of place and of intercultural dialogue

5. The tourist is a potential harbinger of knowledge and of intercultural dialogue

6. The tourist destination is a workshop of knowledge providing all visitors with an opportunity for personal growth

7. The community of the visited tourist destination considers the traveller to be first and foremost a guest of the city, then a guest of the business providing the services and facilities, and only lastly, their customer

8. Workshops for knowledge trigger a demand for increasingly high quality tourist products not only in terms of consumer services but also, and above all, in value-related terms

9. Architectural, urban and environmental planning and management need to foster 'Traditional Knowledge' and 'Intercultural Dialogue'

10. 'Cultural heritage'both tangible and intangible, prompts people to travel, providing them with an opportunity to increase their knowledge; thus not only must that heritage be 'protected' and 'enhanced', it must also be used ‘to fuel intercultural dialogue’.

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