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    홈 / 시사 / 칼럼

subject 지역축제 관광 상품화

전국 곳곳에서 축제가 열리고 있다. 전통축제에서 시군민의 날, 농특산물 축제까지 가히 축제 전성시대라 할 만하다. 그러나 그 많은 축제들은 차별성이 없는 동네잔치에 머물고 있다.

선진국은 오래 전부터 지역축제로 경제와 문화를 살찌워 왔다. 영국의 에든버러시는 일 년 내내 열리는10여가지 축제로 주민의 20배가 넘는 관광객을 유치하여 지역의 소득을 늘리고 고용도 늘리는 효과를 얻어왔다. 가까운 일본도 삿포로 눈축제 등 세계적으로 알려진 축제들이 적지 않다.

우리 정부도 우리 축제의 세계화를 위해 나서고 있는데, 이천도자기축제 등 일부 축제들은 외국인 관광객을 끌어들이는데 어느 정도 성과를 거두고 있다. 그러나 대부분의 지역축제는 지역이나 농특산품을 알리는 데는 어느 정도 효과가 있지만 관광객을 유치하여 지역경제를 활성화하는 데는 별다른 효과를 보지 못하고 있다.

행정 주도 축제의 경우 단순히 ‘지역사랑’이라는 감상적인 차원에서 ‘한건주의 보여주기식’ 행사로 예산만 낭비하고, 잡상인들만 활개를 치는 먹자판, 놀이판으로 전락했다는 비판이 적지 않다. 게다가 내용도 비슷비슷하여 차별성도 없고 개최 시기도 5,10월에 집중돼 있어 문제라는 지적이다. 이외에도 축제 날자의 유동성, 지역 관광상품과의 연계 미약, 체계적인 홍보부족, 관광객의 축제참가 유도전략의 부재, 집안 잔치성 축제의식 등이 문제점으로 지적된다.

농특산물 축제는 그 지역의 역사 및 전통과의 직접적인 관련 속에서 지방특산품을 적극 홍보하고, 숙박 •먹거리 등 고부가가치 창출로 지역경제 활성화 차원에서도 의미가 크다. 그런 만큼 집안잔치가 아닌 명실상부한 지역축제로 자리 잡기 위해서는 국내외 관광객들이 참여하고 체험할 수 있는 특색 있는 프로그램 준비와 국내외 관광객을 지역 내로 끌어들이는 유치 전략이 중요하며 그 성패는 방송•신문 등을 통한 적극적인 홍보에 달려 있다. 농민-농협-지자체간의 유기적인 협조관계가 무엇보다도 중요하며 축제기간 동안 자매결연기관이나 단체•출향인사 등을 초청해 상호 이해의 폭을 넓히는 만남의 장으로도 적극 승화시켜 나가야 할 것이다.

일부 지역의 경우 이미 주민들의 적극적인 참여와 타지 관광객 유치 전략이 성과를 올려 축제가 실질적으로 치러진다는 긍정적인 평가도 받고 있다. 또한 지역축제는 너와 내가 아닌 ‘우리’라는 공동체의식 속에 벌어지는 잔치라는 점에서도 의미가 크다. 그 동안의 경험과 노하우 및 타 지역의 우수사례 수용 등을 통해 지역 축제의 특성을 강화해 나간다면 발전이 가속화될 수 있을 것이다.




권 갑 하
나래시조시인협회장, 농민신문사 부장

30호 (2006.11.20)

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