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Development of Narva River Water Tourist Routes Stage 2 (Routes Development): Key Findings 25.10.07 The present document is developed within the Narva.

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Presentation on theme: "Development of Narva River Water Tourist Routes Stage 2 (Routes Development): Key Findings 25.10.07 The present document is developed within the Narva."— Presentation transcript:

1 Development of Narva River Water Tourist Routes Stage 2 (Routes Development): Key Findings The present document is developed within the Narva River Water Routes project financed by the European Union

2 2 Todays Objectives Present key findings of Routes Development stage –Route development criteria –Initial route options (5) –Demand assessment: stakeholder focus groups –Route evaluation and prioritization (scorecard method) –Initial requirements (incl functional, technical) for river tourism vessel Identify additional information / analysis needs Agree on direction for next stage

3 3 Route evaluation criteria Expected demand –Tourists Domestic Foreign Corporate / conference Excursion groups (leisure) Individual tourists (leisure) –Narva residents Value added –Visual and aesthetic appeal –Educational and informational value –Contribution to social environment –Place marketing / Image-building value (for Narva)

4 4 Route 1: Silhouettes of Narva Route: Narva Harbor – Hermann Castle – Narva Harbor - Väikesaar – Tank T-34 - Narva Harbor Stopover: No Duration: min Purpose / content: City excursion Relaxation / entertainment Snack food / bar

5 5 Route 2: Narva-Jõesuu Express Route: Narva Harbor – Narva-Jõesuu – Narva Harbor Stopover: Yes (Narva- Jõesuu) Duration: 30 – 45 min Purpose / content: Fast and convenient regular connection between Narva and Narva-Jõesuu Several trips a day Snack food / bar Excursion possibility Bicycle storage

6 6 Route 3: Narva-Jõesuu Cruise Route: Narva Harbor – Narva-Jõesuu – Narva Harbor Stopover: No Duration: 2 hours Purpose / content: Cultural events (concerts, theater, etc.) Parties and other entertainment events (public, private) Catering, bar Excursion possibility

7 7 Route 4: Narva Bay Cruise Route: Narva Harbor – Narva-Jõesuu – Narva – Narva Bay – Narva-Jõesuu - Narva Sadam Stopover: No Duration: 3-4 hours Purpose / content: Cultural events Parties and other entertainment events (public, private) Catering, bar Excursion possibility Special package: sunset cruise

8 8 Route 5: Robinson Cruise Route: Narva Harbor – Väikesaar – Narva Harbor Stopover: Yes (Väikesaar) Duration: 10 – 15 min (1 way) Prerequisite: active recreation possibility on Väikesaar (e.g., childrens theme park)

9 9 Demand assessment: focus groups 8 participants Age range: 16–59 years, average age: 34 63% male, 37% female Diverse educational and professional backgrounds Narva Residents ( ) Local Tourism Enterprises ( ) Tallinn Tourism Enterprises ( )

10 10 Narva Residents: Situation Assessment Representative quotes: –Selection is extremely poor for all groups and all possibilities are used up –There are very few places for families with children –There is no entertainment for middle-aged people –Tourists have no reasons for returning to Narva – new events take place so rarely

11 11 Narva Residents: Situation Assessment

12 12 Unmet Needs: Sample Quotes There are no pubs or restaurants in Narva which I could recommend to a visitor as something different. Everything is just the same. The main drawback is that we dont have a theater. There are no experiential/educational possibilities for children There are no bicycle paths There is a lack of places where to organize private events for children – which would be fun and where alcohol would not be sold

13 13 What kind of experience / ship? Event ship rated as most attractive (4,75), followed by river tram (4,5) and restaurant ship (3,5) Sample quotes: –It would be nice for the ship to combine catering and entertainment functions –Possibility of live music on the ship is a must! Various kinds of entertainment activities for residents of Narva could be held on the ship –Events on the open deck – for local residents and tourists –Historical ship, live music, fast food – this is what residents are interested in

14 14 Residents: Route Evaluation Route 1: More interesting for tourists and schoolchildren Route 2: Greatest practical utility Route 3: Appropriate for various kinds of events Route 4: Attractive only when accompanied by entertainment program Route 5: With appropriate infrastructure this could be a great recreation opportunity for families with children

15 15 Residents: Route Evaluation

16 16 Demand assessment: focus groups 8 participants Age range: 16–59 years, average age: 34 63% male, 37% female Diverse educational and professional backgrounds Narva Residents ( ) Local Tourism Enterprises ( ) Tallinn Tourism Enterprises ( ) 10 participants from Narva and nearby –Accommodation enterprises (Narva, Inger, King, Vana-Olgina Manor, Narva-Jõesuu Sanatorium) –Travel Agencies (Adali, Silver Dream Travel) –Events & Entertainment (Geneva Center) –Tour guide

17 17 Demand assessment: local tourism enterprises There is potential among all customer segments. In Narva there is no supply (of tourism products), therefore no demand either

18 18 Unmet needs: local tourism enterprises There is no river tourism, nothing for children There are no tourism products for children We perceive demand for new tourism products, incl water tourism, active recreation, products for children Nature tourism oriented at children Dining for transit groups Water tourism for local population and individual tourists Nature tourism, water tourism products Comfortable accommodation

19 19 Demand assessment: local tourism enterprises

20 20 What kind of experience / ship? Event ship rated as most attractive (4,08), followed by restaurant ship (3,76) and river tram (3,5) Sample quotes: –River tram would be oriented at local residents, it will not impress tourists. –Without on-board events – a kind of a hook, there would be no demand –Tourists need a combination of catering and events –Large carrying capacity is most important – for organizing events in the evenings and excursions/relaxation events during the day –Best would be if tourists come to Narva, visit castle, learn about history and then ride on a modern ship to Narva-Jõesuu –There is no need to exaggerate. There are already many historical objects in Narva, we need to create something modern as well.

21 21 Route evaluation: local tourism enterprises Narva Bay Cruise could be used for both daytime and evening events Routes 3 or 4 are interesting for all segments and simply obligatory for further development Not particularly interested in Silhouettes of Narva – not sure which customers would want it Why not extend the route to Sillamäe and Toila? There should also be routes for yachts and small vessels (e.g., canoes)

22 22 Demand assessment: local tourism enterprises

23 23 Demand assessment: focus groups 8 participants Age range: 16–59 years, average age: 34 63% male, 37% female Diverse educational and professional backgrounds Narva Residents ( ) Local Tourism Enterprises ( ) Tallinn Tourism Enterprises ( ) 10 participants from Narva and nearby –Accommodation enterprises (Narva, Inger, King, Vana-Olgina Manor, Narva-Jõesuu Sanatorium) –Travel agencies (Adali, Silver Dream Travel) –Events & Entertainment (Geneva Center) –Tour guide 5 participants from leading Estonian tourism enterprises –Incoming travel agencies (Baltic Tours, Estonian Holidays, Restling, Con-Ex/Latvian Tours) –Event marketing / incentive agency: East Express

24 24 Unmet needs re: Narva Lack of attractions and highlights in addition to Hermann Castle –Specifically, demand for 1 – 3 h activities (excursions, etc.) Lack of catering options – e.g., group lunches while in transit between Tallinn and St. Petersburg Lack of tour guides – esp. German language Narvas location makes it difficult to bring incentive/corporate groups – convenient air access would improve situation However, general agreement that Narvas tourism potential is high and so far mostly unrealized –Cultural-historical tourism products –Narva as EUs Eastern border, East-West meeting point

25 25 Unmet needs by tourist segments

26 26 Unmet needs by tourist segments

27 27 What kind of experience / ship? Event ship rated as most attractive (3,6) compared to restaurant ship (3,18) and river tram (2,65) Sample quotes: –The ship should combine catering function (even if simple coffee breaks) with a quality tourism experience – to get the most out of the limited time tourists spend in Narva –Restaurant ship would be appropriate for foreign tourists while event-ship for domestic tourists –There is huge potential for an event ship where Estonian companies could hold summer days ( persons) –In Narva it would be great to combine history, culture and events in river tourism –The ship should certainly have a historic character,preferrably 30s style –More important than style (historical vs modern) is quality of service and carrying capacity –I see little potential for a river tram: for local residents or tourists –A decent ship in an attractive area like Narva could be a commercial hit

28 28 Route evaluation: national tourism enterprises Narva Bay Cruise sounds most exotic and and interesting. Something that can be really exciting. A shorter cruise (Route 1) could be suitable for coffee breaks / lunches. Route 1 for transit tourists, Route 4 for overnighting tourists

29 29 Demand assessment: national tourism enterprises

30 30 Focus groups: Summary Event ship rated highest by all stakeholders

31 31 Focus groups: Summary Route 4 tourists favorite, Route 2 rated highest by residents

32 32 Focus groups: Conclusions Expected demand in river tourism development high among all customer segments (incl tourists, residents) – whereas unmet need appears to be highest among residents All focus groups pointed at event ship as the most exciting type of ship; for residents, river tram came as a close second. As a result, Route 4 (Narva Bay Cruise) emerged as the combined favorite route: –No. 1 for local and national tourism enterprises –No. 2 for residents However, high ratings of other routes imply that there is demand for multiple river tourism routes, depending on target customers and their specific needs –Shorter route (Route 1) for transit tourists, longer route (Route 4) for overnighting tourists –Route 5 as a potential hit for local residents (families with children)

33 33 Route evaluation criteria: relative weights Tourist demand: 40% Resident demand: 20%

34 34 Scorecard: Data

35 35 Scorecard: Results Route 4 (Narva Bay Cruise) highest rated; however other routes not far behind Recommendation to develop master route network rather than single route

36 36 Narva River Tourism Route Network: Draft Hermann Castle Narva Harbour Väikesaar Tank T-34 Narva - Jõesuu Harbour Russian Federation Republic of Estonia Narva Bay Control line

37 37 Functional requirements: ship Parameters which facilitate events and contribute to memorable experiences received highest ratings (incl sundeck, spacious inner deck, live music possibility) Full-scale restaurant not an obligatory product feature, but catering capability is a must Other things equal, stakeholders prefer an historical type of ship, however historical feel should not come at the expense of convenience and quality of service

38 38 Technical requirements: ship Meets requirements for river (Narva) AND coastal sea (Narva Bay) navigation Inner deck carrying capacity: persons Possibility to use sundeck for open-air events Sufficient supporting infrastructure for recreational use (e.g., toilets) Capability of off-season navigation / use (e.g., heating)

39 39 Outstanding Questions How to prioritize between event ship and river tram ? Which routes should be included in feasibility study? –Option 1: Routes 1, 3, 4 –Option 2: Routes 1-4 –Option 3: Routes 1-5 How to address interests/needs of small vessels (e.g., yachts, canoes)?

40 40 Next Steps Adjust Stage 2 findings based on todays discussion Conduct Narva River inspection: Oct. 30, 2007 Finalize Stage 2 conclusions (Nov. 2), submit presentation (PPT) –More detailed route definition –Updated scorecard and route ratings Begin work on Stage 3 (viability / feasibility study) Schedule next working meeting (review of feasibility study 1st draft)


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