Abstracts - International Initiative for Georgian Cultural Studies

wall paintings, the exceptional recent finds archaeological finds at Vani and Dmanisi, the towers of Svaneti,
and more recently recognized Modernist heritage are imbued with great possibilities for Georgia’s future
economic growth.
Georgian cultural heritage, in addition to its intrinsic and irreplaceable values, also represents an
important economic resource for the promotion of heritage tourism, support of local businesses, urban
revitalization, increased employment opportunities, enhanced property values and the encouragement of
foreign investment. Foreign investment in turn creates a vital tax base for the country in its continued
economic development.
The value of Georgian cultural heritage has been acknowledged internationally by the inscription of three
UNESCO World Heritage Sites- and has the potential for many more sites to be nominated. Most recently,
the restoration of the Virgin Church of Timotesubani received a Gold Medal in 2006 by the European
Union’s Europa Nostra.
This international stature was further illustrated by Georgia being the first country ever to be awarded an
economic development loan on the basis of its exceptional cultural heritage by the World Bank in 1998.
Before considering Georgian specific sites, international case studies will be presented with supporting
financial data reflecting how cultural heritage is both an economically viable and sustainable resource. It
is important to note however, that this does not propose the exploitation of resources or the promotion of
unsustainable tourism. Potential case studies will include the following:
• Heritage Tourism: The contributions of tourism to countries gross domestic product (GDP): For
example, tourism in Cyprus accounts for 25% of the GDP, Malta 20% GDP, Germany 8% GDP and
France 7% GDP.
• Local Business Support: 60% of Macau’s retail revenue is generated in the country’s heritage
conservation zones.
• Enhanced Property Values: Published economic documentation on the rise of property values on
buildings within Historic Landmarks Districts in New York City, by the New York City government.
• Employment Opportunities: In Norway, historic restoration projects create on average 20% more
jobs than comparably budgeted new construction projects. In France, 40,000 craftspeople are employed
full-time in restoration work.
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CULTURAL TOURISM
• Owner Incentives: Britain and Italy both have property tax incentive programs for private heritage
property owners that support and promote preservation, which in turn supports cultural heritage as
an economic resource.
After the international precedent of cultural heritage’s economic viability of cultural heritage has been
established, existing and potential Georgian case studies that generate tourism and are economically
sustainable will be profiled.
The paper will conclude with proposals for several incentive plans and models, including tax credits/
abatements and revolving loans, designed for the local government and NGO’s to implement to promote
awareness and benefits for the government and local private property owners of heritage buildings in
Georgia.
Maureen Doyle, Jeffrey Doyle
Heritance. USA
Cultural Tourism and the Open Museum
Tourism is an industry based on difference. Cultural tourism engages the visitor by making difference
and diversity intelligible through narrative. The key to great museograpy is telling engaging and convincing
stories about real people and real events. And the best way to do this is to give all the characters a voice,
because any story worth telling always has more than one side.