"Prost!" : establishing integrated conservation-cum-development strategies for the wine-producing community of the Upper Middle Rhine Valley

Abstract

Noticeable reformations in human-nature relationship have been taking place with rapid urbanisation and globalisation in the recent decades. While cultural landscapes are the best examples demonstrating the historically evolving human-nature relationships, their values are however especially vulnerable to such changes. Many UNESCO listed sites, such as Venice, have reported fading authenticity as indigenous residents move away and commercialised tourism takes over the original lifestyle and cultures. The Upper Middle Rhine Valley in Germany, being a UNESCO cultural heritage site and arguably the most important cultural landscape in Europe, is a popular tourist destination. Characterised by its world-renowned quality wines, the declines in viticulture and population have however been identified as the major issues. Therefore, this thesis establishes a conservation-cum-development plan for the wine-production community to promote sustainability of the cultural landscape. Conservation and development are not mutually exclusive as long as careful measures are implemented to ensure commercial interests and modernisation do not override local living and authentic cultures. An integrated approach requires policy, planning, project and people (4Ps) to be on the same page. Germany, although being well-known for its systematic and intelligent governance, faces challenges in sustaining its heritage. This could be due to the insufficiency of bottom-up initiatives, or the flawed policies and managements, or both. Any lack of cohesion among the 4Ps could explain the current situation of Germany – being a quality wine producer gifted by its nature and the world’s top wine importer at the same time. Italy, on contrary, despite its notorious governance, its wines are well-received and it remains as the top wine exporter in the world. Efforts inputted from both the government and the people count. Through desktop research, survey and interview results, this thesis foresees a sustainable success by implementing a closely and sensibly cooperated 4Ps strategy. This could possibly give an applicable inspiration for Germany to sustainably manage its wine-producing communities as a vital component of its World Heritage.