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

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Presentation on theme: "Fresh Tourism Thinking Cultural Tourism vs. Tourism Culture Changes Challenges Chances Jörn Gieschen Croatian National Day of Cultural Tourism Porec –"— Presentation transcript:

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

2 Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

3 Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

4 Tourism Culture has changed Todays travellers want to...

5 Discover new unknown places by themselves... 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? Its 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 Cultural tourism with steady growth % 40% mn. trips worldwide share of trips worldwide Source: UNWTO

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

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

15 So why these so different views?

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

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

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 Cultural tourism 1.0Cultural tourism 2.0 Time focus Cultural focus Consumption Major products Ruins Churches Folkloristic dances Museums Past Past + Present + Future >> High Culture & Folklore + Popular +Niche Culture >> Tangible & Passive Experience & Transform >>

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...

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

23 DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES Storyline

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

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

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

27 Marketing follows strategy follows Identity National Identity + Tourism Strategy Product PlacePrice Promotion Product PlacePrice Promotion Product PlacePrice Promotion Product PlacePrice Promotion Product PlacePrice Promotion Identity vs. Diversity Cultural tourism 2.0 > Promotion 2.0 Micro-channelling Investor promotion 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 PlacePrice Promotion Product PlacePrice Promotion Product PlacePrice Promotion Product PlacePrice Promotion Product PlacePrice Promotion Reinvestment of entrances Steering of tourist flows Profitability vs. Funding Reinvestment of entrances Steering of tourist flows Profitability vs. Funding

29 3 additional key approaches needed

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

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

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

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

34 DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES Storyline

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

36 A tourism minister who states as hobbies Wine Olive oil Sea Fantastic starting point 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 Example for Croatia - Theme Olive Oil

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

38

39 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 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 citys 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 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 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 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 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 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 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

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


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