How to Develop Urban Tourism in London at Trafalgar Square
Abstract
This paper looks at the changing roles of world cities in relation to the development of the urban tourism concepts. The work highlights the role of urban tourism in modernized cities such as London and its historic growth as a destination for local and foreign tourists. The paper also looks at the challenges that urban tourism has caused in cities and recommendations on how to these problems could countered whilst developing urban tourism. The paper shall particularly focus on the development of urban tourism in Trafalgar Square which is one of London’s urban tourism sites. This shall involve the development of a research that will seek answers to questions on what changes are necessary and preferred by the populace. The results from the data gathering phase shall be applied in technical decision-making by experts that will re-design the Square it an aesthetically better site in order to increase its value in tourism.
Introduction
World cities are currently changing in roles and developing dynamically as urban centers. This development and change of roles has seen some new phenomenon come into being-such as urban tourism. Initially, tourism was a concept associated with nature visits to the remote areas of the countryside. However, as years have gone by cities have experienced a large number visits from people that simply want to witness the beauty of various cities. London was historically a trading city and as such it has been one of the major destinations for financiers and merchants (Maitland, 2010). Additionally, its centrality in England’s political power has led to visits by many politicians and courtiers from all over the World for very many years. The visits of foreign people led to the rise of the city’s popularity all round the globe.
As visitors went back home they took with them stories about the magnificence and modernity of London which would later lead to a further rise in popularity a rising desire from foreigners to visit London. However, urban tourism had never been a significant part of London’s economy till the mid 1970’s (Maitland, 2010). After this initial period the city and some of its monumental sites have gotten more and more visitors that come to enjoy their magnificence and learn about their symbolic and historical nature. The number urban tourists visiting London has continued to increase since then and currently London receives approximately 15.5 million foreign tourists and 10million local tourists (Duncan, 2009). As much as it is important urban tourism is least defined and least catered for in terms of definitive research.
A number of cities and nations are cognizant of the importance of urban tourism, but very few of them have defined their objectives, goals and roles in building and enhancing tourism. In view of this, this paper presents an example of a vivid plan to enhance the development of one of the historical and memorial London sites into a tourist site that attracts tourists into London as one of the world’s famous urban tourist destination. There are numerous historical and memorial sites that could be developed for current urban tourism as well as new other installations which could be exemplified by the “London Eye” as the most recent new tourist attraction establishment. In a bid to develop a plan for the tourist attraction sites, this exercise narrowly focused on the development of Trafalgar Square in London.
The Trafalgar Square is one of London’s famous open spaces for the public which is ever vibrant. According to Duncan (2009), the square hosts various events such as filming, rallies, demonstrations, and celebrations such as Christmas and New Year’s Eve celebrations. Trafalgar Square is centrally located in London and is thus most likely to be the most visited tourist attraction site for most urban tourists that visit the town. The Square faces numerous challenges of maintenance because it is accessible to the public and even prone to vandalism in instances involving demonstrations. Other natural challenges also exist such as the occupation by large numbers of birds fed by the public.
Literature Review
Features of tourism are less taken care of when cities and their plans are conceived. City planners and most developers simply concern themselves with the development of utilities and whatever else is essential in the survival of these cities and appropriate convenience for the occupants. Urban developers and tourism scholars have neglected the concept of tourism in the city. The global emergence of nations has been characterized by the development of many urban major cities. A large number of cities in the current world were not cities in about 10 decades (Maitland, 2010). However, they have now tremendously developed and they are leading the way in making distinctive features that will help them compete with older and more developed cities.
The new cities are able to incorporate ideas borrowed from the development and design of older cities to develop a good model for the cities. This includes the incorporation of factors that take into consideration new developments such as the enhancement of tourism in the urban context. It is in this regard that particularly London finds great challenges, because its development cannot be re-tailored in an easy way to accommodate urban tourism which is actually a new concept for older cities that have existed without considering it. Generally, as new and old cities redefine themselves, they represent themselves in different ways to their occupants, general populace and the foreigners as well (Maitland, 2010).
Urban tourism has been around for a very long time, and perhaps its onset and fast development may be attributed to the ease of travel round the globe and within nations. It is common to hear people talk about the EiffelTower, The Louvre, Notre Dame and many more other iconic city features that define a nation’s capital. It is these same iconic establishments within cities that attract visitors from all over the world as they travel to experience the magnificence of new sites in other countries. Urban tourism is currently not well defined, partly because there has been no comprehensive research into the field of urban tourism and as such what it entails or how it can be improved is not well defined yet.
Additionally, this lack of understanding and definition has led to the lack of development plans meant to enhance urban tourism within cities. However, the gradual realization of its importance has led some city leadership teams to initiate plans into enhancing the development of cities that cater for the tourism aspect (Duncan, 2009). For example, despite the clear knowledge that indeed urban tourists use many facilities in the city, there have been no particular facilities developed for the sake of tourists that would wish to visit the cities’ tourist sites such as memorial parks, museums and galleries. After becoming cognizant of these factors and the reality of the matter the London Development Agency developed the following vision for the city and its attractions:
By 2016, London will be recognized as the leading global city for tourism and as a constantly evolving destination. London will deliver a high quality visitor experience, continually surprising and exciting our visitors with a vibrant, contemporary, diverse offer in a historically and culturally rich environment. Tourism in London will contribute to the economic success of the city and the quality of life for Londoners (Tourism Vision for London, London Development Agency (LDA), 2006).
This aspirations expressed by the development agency are the main drive behind the bid to have a better Trafalgar Square and any other supportive services which will enhance its development. However, this vision envisages a London which may not be similar to the current day’s London. This city veers between being categorized as one of the worlds most crowded and expensive cities to one of the trendiest cities in the world, and as such it seemingly lacks a clear identity with regard to tourism. As result, there is a lot of work that may need to be done by the development authorities in order to realize these aspirations.
The strategies put forth by the London Development Authority lacks a clear vision of what an urban tourist destination should entail. The strategy displayed by LDA adopts more of an economic view to urban tourism and planning. In its works London Development Agency even defines tourism in terms that are least related to its definition (Duncan, 2009). The terms used are not reminiscent of urban tourism at all and these include welcome, signage and business support rather than safety, location enhancement, ease of access and use, product compatibility and authenticity. Adopting a spatial policy for London is simple because it has already established infrastructure, but the adoption of such a policy is less likely to help in improving the evolution of the city’s tourism product. These adoptions may not enhance culturally and historically rich environments and neither is it going to contribute meaningfully to the life of London dwellers.
There is also a belief that a destination that offers difficulties navigation, is overcrowded and polluted quickly loses its aesthetic appeal and goes down the list of prioritized sites of view. This finally leads to the loss of economic significance. This observation does not discredit the industrial and/or financial sector as being essential to urban tourism. In actual sense LDA’s aspirations for 2006-2016 are well conceived and important, but it’s only that they contain limited views of what makes up tourism and as such their plans may fail to deliver (Duncan, 2009). Despite of the lack of incorporation of urban tourism ideas in the design of London since the olden days, the city is a tourist attraction and people travel to see the city’s many historic features. The city has a long history that spans centuries and indeed it could be termed as a historic icon itself.
London is one among the seven ‘world cities’ that make up the world’s jewels in terms of cities. The rest include Moscow, Berlin, Toronto, Paris, New York and Tokyo. The city has a rich heritage that spans centuries. It has a mix of cultures, business, open spaces and monumental icons (Duncan, 2009). Among the most identified items of it excellence and magnificence include world class cultural heritages consisting of parks, museums, galleries and gardens. It also has a rich professional and financial establishment with great developments in accounting, law, architecture and a lot more. As a center in the European realm it also hosts most corporate headquarters in the European nations. The city also has a rich racial and cultural mix which is not evident in most other great cities such as Tokyo.
These unique characteristics of London underpin the city’s tourism market. They provide the attractions that bring tourists to London (e.g. galleries, museums and parks); they provide a culturally diverse and tolerant background upon which tourists may be welcomed into the city (Duncan, 2009). All these and a combination of other national factors make a fabric upon which the urban tourism experience is woven. This interconnection goes beyond the sites of attraction and the people. It pervades the transport sector (ease of movement and convenience), the hospitality industry (the experience at each restaurant, hotel, motel or café), the architecture of the build environment and so much more that successful combine to offer tourist a comprehensive experience of tourism in London’s urban set ups (Seaman, 2007). All these factors interact within the public realm, but they are somehow interwoven into the fabric of urban tourism and thus urban tourism cannot be solely developed on its own without the consideration of these key elements that define how the experience of tourism will be developed. These factors are significant to enjoyment and they determine how well individuals will be able to get satisfaction and enjoyment when seeking a good tourism experience (Frey, 2009).
Trafalgar Square is identified as a key urban tourism site within London and as such there is a need to enhance it as one of the centrally located historical sites that not only bears the nations history, but is also an eye catching tourist attraction. Trafalgar Square is an open space that is characteristically vibrant. The square’s name commemorates an 1805 historical battle known as the “Battle of Trafalgar” and perhaps this explains the reason for its creation in the first place (Mace, 1976). A part from the aesthetic element of it, the square carries historic significance for the nation and its people.
The Trafalgar war was fought by the British Navy against the combined Spanish and French Navies at sea. The sea battle was one among the Napoleonic wars fought by the BritishKingdom. The British navy emerged victorious under King William the Fourth and as a result the square was to be called “King William the Fourth’s Square,” but Trafalgar square was proposed by George Ledwell Taylor and preferred by all. The square hosts various architectural objects and features of an aesthetic nature such as fountains and statues. A larger portion of the square consists of open space used for various functions such as celebrations, demonstrations and filming. The Square’s center contains the “Nelson Column.” This centrally placed column is guarded by four statues of lions near its base (Mace, 1976). There are also a number of other various sculptures and statues within the square.
One plinth within the square presents a display of contemporary art under changing themes. The square has three roadways leading to three different directions and a northern terrace which faces the National Gallery. Initially there was a one way traffic route round the square, but it was eliminated after the closure of the northern side. In the square are also two fountains build through designs by Lutyens Edwin. The top of the column consists of Nelson Horatio-the vice admiral that led the Royal Navy into war in the Battle at Trafalgar (Mace, 1976). The square is surrounded by various other structures such as Canada House to west of the square, South Africa house to the north, Saint Martin church to the East and Whitehall to the south. The square represents history and it is history has developed to a great extent through out time.
The current status of the square is not very convenient for tourism purposes and even for the tourists that make it to visit the site, there is little possibility that they can be there for long. The square has undergone some wear and tear due to usage, and this normal for any public open space that has no restriction to use or occupancy by individuals. However, mass congregations or meetings at the site have to be conducted after has been sought authorization. Other problems have included the hygiene of the place as well as occupancy by pigeons that were mainly attracted because of people that loved to publicly feed them. The feral pigeons were blamed for their droppings which discolored stonework and buildings as well as the floor at the square. The feral pigeons’ desirability at the site was contentious and at some time there presence was deemed as a health hazard.
Actually, considering this in view of the latest events-viral transmissions of bird flue-in the medical field, it can be agreed that indeed they were a health hazard to visitors that would like to visit the square. The wear, tear and damage on items within the square can be associated to its excessive and liberal use that easily allows applicants to gain access to the square for the use of public meetings and gatherings. Additionally, there is very little that has been added to the square to enhance its aesthetical value. The historic figures presented in the square suffice in their representation of the historical aspect of the square. However, it is good to note that the squares initial purpose and aim of establishment has greatly transformed through time.
Now day’s Trafalgar square is not simply a historic site, but also an urban tourist attraction site. As such, the square has acquired a different purpose and meaning both to the locals and foreign visitors. If the square is to thrive as a tourist attraction there is a need to enhance its aesthetical value to match up the current demand of urban tourism as well as avoid any threats and dangers posed by the presence of things that may cause harm such as the occupation of the square with wild pigeons that not only taint the image of the square, but also pose a health threat to the visitors that pay visits to the site.
The addition of any aesthetical elements should have research based careful consideration, because these additions may negatively affect the utility of the place, by hindering mobility and accessibility or causing more environmental harm to the square and any other people that use it. There can be a general agreement that indeed there is a need to enhance the square aesthetically, but how that should happen is what is technical because landscape architectural and architectural principles of use of space have to be put into consideration. Therefore, if there is a need to have professional input from landscape architects and architects on how well the available space at the square could be enhanced for the improvement of the aesthetical value of the square’s space.
However, it is also good to note that the professional input of a few people on the technical bench may not suffice, because at the end of the day it is the general populace that perceives the beauty of the place and thereafter, will either fall in love with it in an artistic sense of get repulsed from visiting the site. Therefore, there is a need to also develop a means through which public opinion may be taken into consideration whilst making decisions about the necessary changes that may be required to transform the square into a big attraction to the city of London. The only possible method through which the opinion of the general public could also be taken into account is through the engagement of the public in decision-making. This can be made possible through the use of surveys which may be conducted through the administration of questionnaires whose data will later be analyzed to determine how they would prefer the place to be. The questionnaires may contain open ended or closed questions which will later be analyzed for the generated results.
Objective of the Research
The major objective of the study is to gather clear ideas on what people would prefer to have changed from their perspective of aesthetical judgments so that a clear re-design of the space which should mainly include a few enhancements and new inclusions should be made according to people’s desires and preferences. This is important because it will determine greatly how favorable the place will be as a tourist attraction or not.
The second and minor objective is to ensure that alterations are not made without the input of the people because the area under question is a public open space and everyone is entitled to its usage and thus making any modification without their awareness may be deemed as a sort of infringement on people’s rights to public space and its usage.
Aim of the Exercise
The ultimate aim of these activities is to aesthetically enhance the appealing nature of Trafalgar Square as a tourist attraction for both local tourists and foreign tourist in a bid to enhance the development of urban tourism in London. This is also aimed at fulfilling the goal of LED which is to increase London Urban tourism by 2016 to very high levels and standards.
Methodology
This research methodology will employ a structured questionnaire with different categories of questions aimed at revealing a certain aspect of what is under study. This research methodology to be employed shall be qualitative in nature, because it does not fall into a strictly quantitative category. The questionnaires shall be administered to samples of people that make use of the square, and this could be made possible by offering various people in the square questionnaires to fill out.
The first category of questions will ask about what the people like about the square or what particularly fascinates them about. Analysis of this section of the questionnaire will provide insight into what probably needs to be eliminated within the square. This will help in enhancing visual and physical comfort to the people that visit or use the square.
The second category of questions will ask about what the people would prefer to have changed in the square or rather what they do not like to see in the square. This shall provide insight into what features should be maintained and if possible enhanced within the square.
The third category of questions will ask the surveyed sample of users to opine on what they would desire to be included in the gardens. For example an inclusion of more trees on the periphery and extra fountains, would imply that these features are either lacking or not inadequate within the square and thus people would like to see more of them.
The last section of questions shall seek to establish whether restriction to the square should be imposed on certain occasions for the sake of its preservation or should access be as free as ever.
After gathering all this data, a statistical analysis shall be conducted on the obtained data and various statistical tests shall be employed to determine the best possible changes that are necessary for the enhancement of the aesthetical aspect of the square. However, the survey’s results shall not be adopted under wholesale terms. Instead the technical bench consisting of architects and landscape architects have to first analyze the data and make a final deliberation on what items may be included and those that may be proposed, but are not technically possible to implement. For example if the survey portrays that people prefer to have a publicly accessible pool of various exotic fish and marine animals, there may be a need to consider issue of security especially for children, and thus such an enhancement may pose more danger compared to its aesthetic value. As a result the technical bench may decide to do away with such suggested inclusions if they are deemed unsafe for the sake of public’s good. After a careful deliberation the team will then be able to develop a better design for the square which can be implemented as order to improve urban tourism in Trafalgar Square.
Conclusion
Urban tourism has not been popularly mentioned or highlighted anywhere for a very long time. It has been under neglect by scholars till when its financial power began to emerge and become more evident as the number of tourists simply visiting urban set ups increased. As time has gone by its significance has been established through the high levels of income and attraction that urban features have been able to attract. London is one among the “world cities” that has been able to benefit from urban tourism as many people from all over the globe travel to London to see many of it varied attractions (Duncan, 2009). Among these attractions is the Trafalgar Square that was at times infested by feral pigeons which posed a health threat and also damaged the stonework and building by their droppings. The square has had some wear and tear that has reduced its aesthetic quality as a tourist attraction site and as a result, there is a need to enhance its aesthetic image in order to attract more tourists and boost urban tourism in London. However, the changes need to incorporate a research on population’s likes and dislikes so as to make an all inclusive decision that will lead to appropriate changes that will ultimately enhance the look of the square and enhance its preference as an urban tourist site in London.
References
Duncan, T. (2009),. London’s Tourism: Is a Purely Economic Approach Appropriate? Journal of Local Economy, volume 24, issue 5, pp. 415-25. Retrieved on 3rd May 2011< https://ehis.ebscohost.com/eds/detail?vid=2&hid=5&sid=88607e6d-cb12-4622-afd8-c4500eded22c%40sessionmgr10&bdata=JnNpdGU9ZWRzLWxpdmU%3d#db=eoh&AN=1070807>
Frey, O. (2009),. Creativity of Places as a Resource for Cultural Tourism:Enhancing the CityUrban and Landscape Perspectives, Volume 6 (3), pp.135-154
Mace, R. (1976),.Trafalgar Square: emblem of empire. Lawrence and Wishart
Maitland, R. (2010),. Tourism and changing representation in Europe’s historic capitals: University of Westminster, retrieved from 3rd May 2011 from http://www.ledonline.it/rivista-scienze-turismo/Allegati/RST-I-2-07-Maitland.pdf
Seaman, A. B. (2007),.Book Review: Greg Richards: Cultural Tourism: Global and Local Perspectives. The Haworth Press, Inc., New York, 2007, ISBN 978-0-7890-3116-7 Journal of Cultural Economics, volume 32, issue number 3, 231-236
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