Tourism Clusters – a model for the development of innovative tourism products Thorsten Kirschner – Cluster Manager

Cluster Definitions Enterprise or industry cluster = geographic concentration of inter- connected companies, specialised suppliers, service providers and institutions along an industrial value chain Tourism cluster = accumulation of tourist resources and attractions, infrastructures, equipments, service companies, other supporting sectors and administrative organism whose integrated and coordinated activities allow to provide the customers with the experience they expect from the destination they choose to visit.

Carpathian Tourism Cluster Carpathian Tourism Cluster is an independent network of regional and national tourism stakeholders and Romania´s first supra-regional tourismus cluster of national interest. Carpathian Tourism Cluster is a non- profit, non-govermental organisation, organised as association according to Romanian law. Asociaţia pentru Promovarea şi Dezvoltarea Turismului din judeţul Braşov Monteoru Renaissance - Asociaţia pentru dezvoltare regională durabilă în turism – judeţul Buzău Initiators:

Benefits Partners in the alliance bring in specific strengths, not their business as a whole. They cooperate in specific fields and rest competitors in other fields. Linking people, skills and knowledge at a regional level does enhance productivity and rate of employment Boosts innovation Improves competitive performance of firms Improves resource utilisations Stimulates new businesses and investments Gives a profile to a region and international publicity

Target group & Members Tourism development associations and related NGOs Local and national authorities Tour operators/ Travel agencies/ Tourism guides Event agencies Accomodation providers (hotels, hotel chains etc.) Suppliers of the tourism industry (equipment, food, beverage) Leisure and entertainment industry (golf, tourist parks etc.) Transportation companies (airlines, bus companies etc.) Service and consulting companies Universities, training institutes Whole regional tourism value chain Suppliers Tour operators Tourism agencies Accomodation Transport Entertainment

Objectives Innovation and diversification: Development of innovative tourism products and services to attract new tourists Rise of competitiveness: optimise the value chain in the local tourism industry Quality: improve the quality of the touristic services (European standards) Cooperation: exchange of ideas and joint projects between the touristic regions of the Carpathian Mountains and other international tourism destination Promotion: promote the Romanian Carpathian Mountains as “destination of excellence” within the national tourism promotion strategy “Romania – explore the Carpathian Garden”

Activities & Projects Networking: Organisation of regular meetings of regional and national tourism stakeholders Thematic working groups (development of new tourism products and services, quality management, events, tourism promotion etc.) Training to improve the regional tourism value chain (suppliers – agencies – service providers) Participation to trade fairs, organisation of road shows International cooperation/ international benchmark with leading tourist destinations Consulting: Advisory function to public authorities The projects are developed in cooperation/partnership with national and local authorities, tourism development associations and leading tourism service providers.

Project examples Cycling Routes Culinary Concepts Cultural EventsConferences

Project examples: Mobile Cooking Romania Local Products Romania’s top destinations ++ = Added Value Accomodation + Tradition Suppliers Destinations Service Providers

Running /Planned Projects Promotion of regional food tradition and integration of local products into the tourism value chain Development and promotion of homologated cycling routes in the Carpathian and Subcarpathian mountains area Development and promotion of an authentic rural tourism in the Carpathian Mountains area (in cooperation with Asociatia Cele Mai Frumoase Sate din Romania)

Contact Carpathian Tourism Cluster Romania (CTCR) Str. Vlad Tepes 12 Brasov/ Kronstadt