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Cultural Tourism vs. Tourism Culture

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Presentation on theme: "Cultural Tourism vs. Tourism Culture"— Presentation transcript:

1 Cultural Tourism vs. Tourism Culture
Changes Challenges Chances Fresh Tourism Thinking Croatian National Day of Cultural Tourism Porec – Jörn Gieschen

2 DESTINATION CHALLENGES INNOVATION CHANCES
Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

3 DESTINATION CHALLENGES INNOVATION CHANCES
Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

4 Tourism Culture has changed
Today‘s travellers want to...

5 Discover new unknown places by themselves...
Are still often not so different as we would like them to be 7:25 a.m. – somewhere in the Mediterranean

6 Taste authentic local cuisine...

7 Mix with the community in typical local settings...

8 Find inner peace & spiritual balance...

9 Experience intact, remote and wild nature...
(... as comfortably & safely as possible)

10 Live deeply moving, outstanding experiences...

11 The loss of travel culture?
„It‘s a shame, less and less people are interested in visiting the historical and cultural heritage sights in their destinations. These type of excursions get less and less booked. Consumption takes over culture“ Former Head of Incoming TUI Group

12 359 40% 37% 199 Cultural tourism with steady growth 2007 1995
mn. trips worldwide 40% share of trips worldwide 37% Source: UNWTO

13 Outlook: looking good... Tourists stating they are on a cultural holiday (Europe) Source: Atlas in 6 European countries (+ Mexico + Vietnam in 2007)

14 High cost, but also high income
Average spending per trip (2007) Source: Atlas

15 ... why these so different views?

16 New drivers influencing cultural tourism
The culture/lifestyle we live in nowadays has become so.... On holidays we want an escape into a different culture/lifestyle... Complex > simple & easy Artificial > natural & healthy Uniform > custom-made & individual Global > local & national Fast-moving > roots & (hi)story Transparent > identity & authenticity Virtual > personal & 1on1

17 High Culture & Folklore
The evolution of cultural tourism Cultural tourism 1.0 Cultural tourism 2.0 Past Time focus Cultural focus Consumption Major products >> Past + Present + Future High Culture & Folklore Tangible & Passive Ruins Churches Folkloristic shows Museums

18 Walk of Ideas 365 Landmarks of the Land of Ideas Media Services Fan Club Germany – Land of Ideas Welcome to Germany – Land of Ideas Invest in Germany – Land of Ideas

19 The evolution of cultural tourism
Past Past + Present + Future >> Time focus Cultural focus Consumption Major products High Culture & Folklore >> + Popular +Niche Culture Tangible & Passive >> Experience & Transform Museums: when the weather is bad.. Future: Germany - Land of ideas Ruins Churches Folkloristic dances Museums

20 Talking about 2 different things
Visual & Performing Arts Festivals & Events Wining & Dining, Gastronomy Everyday lifestyle (rural & urban) Nature as part of culture Architecture & Design Local consumer products Music & Movies Creative industries Meeting people Cultural Tourism 2.0 Old definition Ruins Churches Folkloristic dances Museums

21 Going intangible... What this joke has to do with it? 1. CT moved more&more from tangible to intangible 2. The internet has a huge impact on both culture and tourism 3. The internet offers many opportunities to creatively develop, brand and sell CT

22 Beach/Family holidays
Travelling hybrid... Old model „Hybrid“ Relax Eco Adventure Cultural New model + „Elite & Duty“ Beach/Family holidays + cultural excursion or „Hardcore“ cultural

23 DESTINATION CHALLENGES INNOVATION CHANCES
Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

24 4 Top Challenges for Cultural Tourism...
Economics >> Funding & Financing >> Private investment >> Strategy & business model Sustainability >> relations >> cultural resources >> natural resource c) Integration of strategies and interests >> cultural vs. tourism vs. development >> national vs. regional vs. local >> public vs. private vs. population Globalization >> multicultural societies >> intercultural dialogue >> unique & authentic identity

25 Marketing follows strategy follows Identity
National Identity + Tourism Strategy Cultural experience Cultural segmentation Product renewal New products Preservation Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Bilbao

26 Marketing follows strategy follows Identity
National Identity + Tourism Strategy Micro-channelling Culture export ----- Place design Place management New places Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Singapore

27 Marketing follows strategy follows Identity
National Identity + Tourism Strategy Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion UK Heritage Lottery: 4 bn GBP in 1999 Identity vs. Diversity Cultural tourism 2.0 > Promotion 2.0 Micro-channelling Investor promotion

28 Marketing follows strategy follows Identity
National Identity + Tourism Strategy Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Product Place Price Promotion Reinvestment of entrances Steering of tourist flows Profitability vs. Funding

29 3 additional key approaches needed

30 1 – (De)centralisation neurology
Structure Strategy Systems Shared values Skills Style Staff

31 Centralized know-how and toolbox
1 – (De)centralisation – Learning regions 5 key aspects Intangible assets of cultural tourism more & more important Informal knowledge is best transferred through trusted personal relations. It‘s a cumulative long-term process where proximity is important You can‘t push anything if you don‘t offer to pull Technology allows for this process at low cost The concept of learning regions Approach is pull not push Centralized know-how and toolbox (e.g. Nation) Empowerment of regions Empowerment of regional stakeholders Know-how and toolbox (e.g. Region1) Business Know-how and toolbox (e.g. Region2) Institutions People

32 2 - Collaboration The biggest mistakes are made here! 5 key aspects
Public – private – people Holistic Trust- and respectful Timing Follow-up

33 3 – Innovation management
5 key aspects Stimulation Toolbox Locally driven Moderated Odds welcoming

34 DESTINATION CHALLENGES INNOVATION CHANCES
Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

35 Identity & Image Creating Theme
Cultural Theming Theme shopping Identity & Image Creating Theme Theme Parks Theme Art Themed gastronomy Theme Events Theme Museums Themed consumer producs Themed Landscapes

36 Example for Croatia - Theme Olive Oil
Croatian... Olive trees Olive tours Olive harvest holidays Olive bodega tastings Olive oil export Cooking with olive oil Olive oil cosmetics Olive classes Olive farm stays An Olive movie Olive oil science center Olive oil studies Olive oil arts Manufactury tours Olive oil restaurants Olive oil theme park Olive oil events & festivals A tourism minister who states as hobbies Wine Olive oil Sea Fantastic starting point  Chance: Spain and Italy swamp the markets – total mass products

37 Example for Croatia - Theme Clean Sea
Traditional fishing Kids fishing Work experience Nightfishing Fish classes Traditional fish cooking Gourmet Med cooking Single cooking classes Algae + Salt products Olive oil meets sea Croatian gastro abroad Croatian cooking The Mediterranean as it once was – brought into todays life

38 INSPIRATION

39 Crowdsourced instant guiding to cultural highlights in Istanbul
Wizard Istanbul Crowdsourced instant guiding to cultural highlights in Istanbul 24/7 via Twitter, Facebook, etc. Reactive: Q&A Proactive: Best of.... Lists e.g. Fed by residents passionate about their city about certain topics about their neighbourhood Supported by Tourism ministry

40 Story based mobile guided city adventure games
WHAI WHAI Story based mobile guided city adventure games SMS to WHAI WHAI starts the game Local enigmas to be solved Player decides duration, difficulty, starting point Can challenge friends or other players Story based on city‘s history Different stories, levels Mobile + book

41 Seattle Sorrento Hotel „Night School“
Hotel featuring series of ongoing cultural night events Book discussion with ebooks sent out before Drinking lessons with top bartenders Chamer vs. Chamber: classical meet indie musicians Silent reading parties Bookstore of just publishing local authors Result: F&B 25% up to last year

42 A guide to culinary activities worldwide
Spoontrip A guide to culinary activities worldwide Find authentic local cuisine experiences Food passionates can place offers, like... Site specific visits Meet-and-greets with producers Tastings Gourmet ateliers Cooking classes Weekend stays at eco farms Gastronomy themed holidays Placed by passionate locals + enterprises

43 The Singaport take-out
Pop-up kitchen tours the world promoting Singaport cuisine Pop-up kitchen in a shipping container Tours the world SPICE Iniative - Singapore International Culinary Exchange 1 kitchen, 10 chefs, 15 food brands – 365 days in 9 cities Integrated into 3-day gastro event Singaport chef meets local chef Sponatneous exciting fusion food Live culinary demonstrations

44 Immersive audio experiences bring historical sights to life
Liberty guide Immersive audio experiences bring historical sights to life Via GPS-enabled smartphones Spots the place of the tourist and delivers Stories, sounds, atmosphere Liberty: choice of lenghts, interests/topics No fixed route, reacts to the tourists way Professional production with local actors

45 TomTom meets Tripadvisor & Co.
Navigation integrated reviews, guides, info Tripadvisor Yelp Expedia Twitter Fuel prices Spoken street names, local language Weather forecast Local search

46 Inviting hotels to create need-tailores unique packages
Soverinn Inviting hotels to create need-tailores unique packages Tourists enter location, date, interest of planned trip Aimed at small local hotels / boutique hotels Info sent to on-site hotels from the database Those offer unique packages trying to win the customer Direct contact customer – accommodation Reviews of packages – great promotion

47 Niche travel tours for fans of current affairs
Closing Political Tours Niche travel tours for fans of current affairs Focus on current/recent political affairs Worldwide Northern Ireland, Bosnia, Ethiopia, Georgia, North Korea etc. BBC correspondents as tour leaders Main sites featured in the news Other important sites NOT featured in the news

48 Soulmate inspired tailor-made travel guides
Nectar & Pulse Soulmate inspired tailor-made travel guides Check interviews with different people Find soulmates Follow their local tips Combine them to your personal guide book On- or offline guides

49 Rambler Gamified travelling
Locals and earlier travellers set local challenges to be solved To-do-lists to complete „Find a street sign with more than 25 letters“ Choose some challenges per place Complete them Get points and get on the leaderboard

50 Local guided experiences
Plus One Berlin Local guided experiences Offering accommodation with guide of choice Guides are local residents Choose out of 28 local residents your favourite 120 €/room night inkl. chosen guide + experience Walks, bars, parties, hidden art, galleries etc.

51 Storyline All travel & tourism is a cultural act

52 ...for your open ears & minds
Hvala! ...for your open ears & minds Fresh Tourism Thinking Feel free to contact me @ linkedin @ @ Jörn Gieschen


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