Committee on Development and Intellectual Property (CDIP)
Geneva, April 20 to 24, 2015
INTELLECTUAL PROPERTY, TOURISM AND CULTURE: SUPPORTING DEVELOPMENT OBJECTIVES AND promoting CULTURAL HERITAGE IN EGYPT AND OTHER DEVELOPING COUNTRIES
prepared by the Secretariat 1 The Committee on Development and Intellectual Property (CDIP), on its fourteenth session, held in November 2014, considered the Intellectual Property, Tourism and Culture: Supporting Development Objectives and Promoting Cultural Heritage in Egypt and other Developing Countries, contained in document CDIP/13/8, based on a proposal submitted by the Arab Republic of Egypt.
2The Committee decided to receive comments from Member States on the project and revise it for its consideration at its next session.
3 Accordingly, the Annex to this document contains the revised project by the Arab Republic of Egypt taking into consideration the comments received by Member States.
4 The CDIP is invited to consider and approve the Annex to this document.
DEVELOPMENT AGENDA RECOMMENDATIONS 1, 4, 10, 12 and 40 PROJECT DOCUMENT
Intellectual Property, Tourism and Culture: Supporting Development Objectives and Promoting Cultural Heritage in Egypt and other Developing Countries
Development Agenda Recommendations
Recommendation 1: WIPO technical assistance shall be, inter alia, development-oriented, demand-driven and transparent, taking into account the priorities and the special needs of developing countries, especially LDCs, as well as the different levels of development of Member States and activities should include time frames for completion. In this regard, design, delivery mechanisms and evaluation processes of technical assistance programs should be country specific.
Recommendation 10: To assist Member States to develop and improve national intellectual property institutional capacity through further development of infrastructure and other facilities with a view to making national intellectual property institutions more efficient and promote fair balance between intellectual property protection and the public interest. This technical assistance should also be extended to sub-regional and regional organizations dealing with intellectual property.
Recommendation 12: To further mainstream development considerations into WIPO’s substantive and technical assistance activities and debates, in accordance with its mandate.
Recommendation 40: To request WIPO to intensify its cooperation on IP related issues with United Nations agencies, according to Member States’ orientation, in particular UNCTAD, UNEP, WHO, UNIDO, UNESCO and other relevant international organizations, especially the WTO in order to strengthen the coordination for maximum efficiency in undertaking development programs.
Brief Description of Project
Tourism has become one of the major players in international commerce, representing one of the main sources of income for many developing countries. In today’s highly competitive globalized world, tourism is increasingly characterized by tailor-made demand for differentiated products and services which display added value.
Tourism stakeholders can play a key role in providing high-quality products and services to tourists by responding to their most specific interests and needs. In so doing, they can strongly benefit from the strategic use of the IP system.
The project therefore aims at analyzing, supporting and promoting awareness of the role of the IP system in tourism-related economic activity, including activity related to the promotion of national and/or local knowledge, traditions, and culture. For this purpose, it will take a close look at practical experiences where selected IP tools and strategies can assist tourism operators achieve competitiveness through innovative steps, cooperation and collaboration, exploiting synergies among outputs thus fostering overall economic improvement.
The project will be implemented in four pilot countries, including Egypt, where it will aim at building capacities of key stakeholders and raising awareness of the intersection between IP and tourism, in the framework of growth and development policies.
The experiences and best practices documented and the strategies, tools and practical guide developed in the course of the project will also contribute to guide policy decisions and raise public awareness on the use of IP in promotion of tourism, national and/or local knowledge, traditions, and culture, while increasing national economic, social and cultural benefits.
Links to other related Program(s)/ DA Project(s)
Substantive links to Programs 2, 3 and 4
The project is also linked to DA Projects DA_4_10_01, IP and Product Branding for Business Development in Developing and Least Developed Countries, DA_10_01 and DA_10_02, respectively the Phase I and II of the Pilot Project for the Establishment of
Start-Up National IP Academies.
Links to Expected Results in the Program and Budget
Expected Result III.1: National innovation and IP strategies and plans consistent with national Development objectives.
Expected Result III.2: Enhanced human resource capacities able to deal with the broad range of requirements for the effective use of IP for development in developing countries, LDCs and countries with economies in transition.
Total non-personnel costs: 320,000 Swiss francs
2. PROJECT DESCRIPTION
2.1. Introduction to the issue
Tourism destinations across the world, with their embedded local knowledge, creativity, traditions and culture, geographical attractiveness and other tangible and intangible assets, have unique products and services to offer to an increasingly segmented, sophisticated market demand. Intellectual property (IP) systems and strategies open up for tourism stakeholders a variety of possibilities to increase value, productivity, competitiveness and innovative capacity.
When organized in tourism districts or clusters as interconnected companies and institutions operating in a particular geographical area, key tourism stakeholders, such as tourism promotion agencies, associations of hotels, restaurants, recreation centers, tour operators, travel agents, museums, and other cultural institutions, can increase their innovation and creativity potential, knowledge transfer and competitive advantage, while at the same time encouraging the creativity and innovation of indigenous peoples and local communities where relevant. At the same time, national and local-level authorities, such as Ministries of Tourism and local tourism boards, can adopt tourism policies that rely on the use of IP tools and strategies to promote global competitiveness as well as local cooperation.
What are the IP assets owned, protected and exploited by this interconnected network of economic actors, collectively and individually influencing tourism development as well as local development? How is innovation created in service-related businesses that offer a unique tourism experience? How does competitiveness in a cluster model relate to the ability of individual members to continuously innovate and improve their products and services?
There is little analysis of the role of the IP system in influencing the competitiveness and innovative practice of tourism operators.
The project will therefore aim at analyzing, supporting and promoting awareness of this role and will be articulated in the following phases:
Identification of existing or potential IP tools for the promotion of tourism, national and/or local knowledge, traditions, and culture based on research and case studies;
Mobilization and capacity building of key tourism stakeholders and national authorities; and
Awareness-raising on IP, tourism, and culture for national development and promotion of cultural heritage.
The project is particularly relevant in the context of the Development Agenda, where it seeks to demonstrate how developing countries can benefit from IP tools to promote tourism, national and/or local knowledge, traditions, and culture. Focusing on experiences in four pilot countries including Egypt, the project will showcase how the strategic use of IP tools can influence business and market diversification, assist in promoting national and/or local knowledge, traditions, and culture and content, create value chains and stimulate national development.
Addressing Development Agenda Recommendations 1, 10 12 and 40, the project aims to achieve the following general objective and more specific objectives:
General Objective: To analyze, support and promote awareness of the role of the IP system and tools in promoting tourism, national and/or knowledge, traditions, and culture in the context of national growth and development objectives.
Create capacities for key tourism stakeholders, as well as for national authorities, including IP offices, on how to use IP tools and strategies to add value and diversify tourism-related economic activity, including activity related to the promotion of national and/or local knowledge, traditions and culture; and
1.Raise awareness among the academic community of the intersection between IP and tourism in the framework of local growth and development policies, with a view to developing teaching materials and promoting the inclusion of specialized curricula in tourism management schools and in national IP academies.
2.3. Delivery Strategy
The project objectives will be achieved through a combination of: (i) research and documentation activities leading to the identification of existing or potential IP tools for the promotion of tourism, of national and/or local knowledge, traditions, and culture; (ii) capacity-building activities for key tourism stakeholders and national authorities; and (iii) broad-based awareness-raising activities, including the development of appropriate teaching materials and curricula, for the academic community.
Firstly, the WIPO Secretariat will develop a practical guide on the use of all relevant IP systems and tools which can be applied in the context of promotion of tourism, national and/or local knowledge, traditions and culture. Such a guide will be complemented by/based on/draw upon case studies identifying and explaining best practices on the successful use of a national IP system for the competitive advantage of the tourism sector and the promotion of national and/or regional knowledge, traditions and culture. The guide and documented case studies will form the basis for the development of appropriate teaching materials, which will be proposed for adoption in the curricula of tourism management schools and national IP Academies.
For country-specific implementation, three pilot countries will be selected, in addition to Egypt, where key tourism stakeholders will be identified. In addition, the capacity of national IP offices will be developed for providing sector specific support to key tourism actors and to run sector specific awareness campaigns.
The actual selection of the three other pilot countries will be based on criteria including:
Existence of national/regional development policies where tourism is considered a tool for territorial development, poverty alleviation, employment creation, women and youth empowerment, economic, social and cultural development in general;
Region characterized by unique cultural, environmental, traditional or historical characteristics that attract tourism; and
Demonstrated interest at business and political (local/ national/ regional) levels to increase the competitiveness and innovation capacity of tourism-related economic activity for national development.
Member States interested in participating in the project as pilot countries will submit a proposal containing the following elements:
(a) Indication of lead agency/institution responsible for coordinating country-level activities in coordination with the WIPO Secretariat (e.g. national IP office, national or local tourism authority, relevant NGOs);
(b) Brief description of the touristic interest in the country, and the prevailing
tourism-related business environment (e.g. cultural tourism, health tourism,
eco-tourism, etc.); and
(c ) Capacity of the lead agency and other stakeholders to continue with the implementation of the proposed strategies, once the current project is concluded.
The above-mentioned selection process will enable the project team (lead agency at country level and WIPO project management team) to assess the commitment and the actual capacities of prospective candidates to invest time and resources in the process.
Cooperation with other agencies In the strategic implementation of the project, and in view of its long-term sustainability, synergies will be sought, where appropriate, with programs, projects and initiatives of other relevant UN Specialized Agencies, funds and/or programs, in particular/such as the United Nations Educational, Scientific and Cultural Organization (UNESCO) and the United Nations World Tourism Organization (UNWTO), within their respective mandates, including work in areas related to safeguarding intangible cultural heritage and the preservation of cultural heritage, and the role of tourism in promoting national development.
2.4. Potential risks and mitigating measures
In the course of the project implementation, a series of risks may be envisaged: (a) at the WIPO project management level, and (b) at the country project implementation level.
With regard to the WIPO project management, a potential risk may be represented by the difficulty to identify expert resources with the required experience and knowledge of the intersection between IP and the promotion of tourism, national and/or local knowledge, traditions and culture for development. As a mitigating measure, it is proposed to seek cooperation as early as possible with other relevant UN Specialized Agencies, funds, and/or programs, such as the United Nations Educational, Scientific and Cultural Organization (UNESCO) and the United Nations World Tourism Organization (UNWTO) (see point 2.3 below).
With regard to the country-level project implementation, the following risks may occur: difficulties in the identification of relevant tourism stakeholders; difficulties in the organization of capacity-building and awareness-raising activities; lack of agreement among stakeholders on possible strategies to be adopted; lack of agreement among the academic community on the adoption of proposed curricula and teaching materials. A key mitigation measure to counter the potential negative impact deriving from such risks is the appointment, in each pilot country, of a lead agency/institution responsible to coordinate country-level activities among stakeholders and liaise efficiently with the WIPO project team. The same lead agency/institution should also establish, as early as possible from the project inception, appropriate links with the academic community in each pilot country to ensure their buy-in into the project approach.
Also, conditions in a selected pilot country may become adverse to pursuing the project, in which case due negotiations should be pursued. Should such negotiations be unsuccessful, the project in the country may be suspended.
3. REVIEW AND EVALUATION
3.1. Project Review Schedule
A yearly progress report will be presented for the consideration of the CDIP.
A final independent evaluation report will be prepared by an external consultant upon project completion and will be submitted to the CDIP.
3.2. Project Self-Evaluation
Indicators of Successful Completion (Output Indicators)
(a) A practical Guide on the use of IP systems and tools for tourism promotion, including through the promotion of national knowledge, traditions and culture; and
(b) Four case studies conducted and documented (one per pilot country).
Three pilot countries selected (in addition to Egypt)
(a) Three countries selected (based on agreed selection criteria); and
(b) Lead agencies/institutions appointed for country project implementation.
Tourism stakeholders and national authorities identified
(a) In each country, relevant tourism stakeholders identified in coordination with lead institutions.
Country-level project plans approved
Project implementation plans drafted (one per country).
Tourism stakeholders and national authorities, including IP offices, sensitized
In each pilot country, two capacity building events organized to sensitize tourism stakeholders and strengthen the capacities of national authorities to provide sector-specific support to tourism-related economic activity through the use of IP.
Higher awareness among the academic community on the intersection between IP and tourism and the promotion of national and knowledge, traditions and culture for development
(a) Information/awareness-raising materials produced (at least one video documentary); and
(b) Teaching/training materials developed (at least one set) and integrated in curricula.
Indicators of Success in Achieving Project Objective (Outcome Indicators)
Create capacities for key tourism stakeholders, as well as for national/local authorities, including IP offices, of how to use IP tools and strategies to add value and diversify tourism-related economic activity, including activity related to the promotion of tourism, national and/or local knowledge, traditions and culture.
National authorities in all four pilot countries have developed structures to provide advisory services on IP and tourism for growth and national development.
Tourism stakeholders in at least two countries have started/developed plans to use IP tools and strategies to strengthen their competitiveness and promote tourism, national and/or local knowledge, traditions and culture.
Raise awareness of the academic community of the intersection between IP and tourism in the framework of growth and development policies with a view to developing teaching materials and promoting the inclusion of specialized curricula in tourism management schools and in national IP academies.
Up to two schools of Tourism Management and at least one national IP Academy have adopted curricula and educational and training materials developed by the project.
4. IMPLEMENTATION TIMELINE
Drafting a practical guide and case studies on IP and Tourism
- Setting up of study group (including WIPO and external experts)