CzechIt - Czech Republic National Marketing Strategy for incoming and domestic tourism 2013 – 2020 (CzechTourism) SCOUT Project, 1 st Partnership Meeting, Konya, Nov 2013 Monika Palatková Šárka Tittelbachová CzechIT - Institute for Strategic Studies on Tourism, o.p.s.

CzechIt - Vision To promote the responsible development of sustainable tourism based on smart solutions, innovative projects and quality services. Based on expert research we are able to propose solutions that benefit the regional economy, support entrepreneurship and employment. Cultural, natural heritage, art, heritage, industrial heritage. Czech It strategy is based on responsibility to tourists as the ultimate consumers of tourism products, responsibility to the people and companies work and responsibility for the natural and cultural heritage, as an irreplaceable resource for tourism

CzechIt  Non-profit organisation  Independent association of professionals engaged in tourism („platform“)  Team of experts of four universities  Experienced managers of business sector  Processing program and strategic documents at national and regional level  Experiences in educational, statistical and forecasting  Idea of sustainable tourism

CzechIt – fields of actions  Strategic documents – national, regional, local level  Destination management  Destination marketing  Destination branding  Research studies  Surveys  Measurement of tourism performance  …

5 Tourism Marketing Strategy of the Czech Republic  international + domestic tourism  the first concept of this kind in the Czech Republic since 1989 covering the communication / rebranding strategy  the marketing strategy endeavours to interconnect the theoretical / academic and practical spheres  the strategy represents the concept for the financial distribution of about approx. 30 mil. EUR  ! focuse on culture / cultural product

6 Strategy 2012 – INNOVATION  The commercial orientation of the strategy.  The precise and concentrated budget allocation. The thoroughgoing selection of target markets and segments.  The product development - ! CULTURAL PRODUCT.  Prague – the centralized strategy using Prague in terms of product development and communication.  The partnership marketing and strategic alliances´ establishing.  The commercial diplomacy using the partners from the non-tourism sectors (Škoda Auto, Pilsner Urquell, …).  The strong accent on the communication and (re)branding.  The strong employment of the information and communication technology.  The system of effectiveness and efficiency measurement using the BSC method.

7 Scope of the Strategy

8 The Strategy Map

9 THE DESTINATION PRODUCT?  Cultural product  ! Prague  ! Cultural landscape  Cities with the story  Spiritual tourism  Cultural trails  Spa – Wellness - LOHAS (Lifestyle of Health and Sustainability)  Outdoor tourism  „E“ of the MICE (not subject of the strategy).

10 The 7-S-McKinsey model

11 The analysis of the critical success factors (CSF) 1.Structure: the vertical + horizontal hierarchy of the institution 2.System: formal or informal relations / competencies / procedures among the parts of the system 3.Strategy: the plan how to reach the goals 4.SHARED VALUES: shared vision „superordinate goals“ / core values projected in the brand 5.Style: the style of leadership (management) adopted 6.Staff: the employees (HR) 7.Skills: competencies and knowledge

12 The organisational Chart of Tourism Bodies

13 The critical success factors – STAFF / SKILLS  THE MINIMUM QUALIFICATION CRITERIA have not been set up for the relevant positions dealing with tourism in the public government  VERY LOW QUALIFICATION REQUIREMENTS on the employees in the tourism private sector as well as the below-average salary (esp. hospitality, guides, monuments)  the proprietors and/or managers of tourism companies (monuments, museums, galleries, sport facilities and other) are SHORT OF BASIC KNOWLEDGE IN TOURISM  THE LOW SOCIAL PRESTIGE of the jobs in tourism  THE LOW MOTIVATION to work in tourism

Thanks for your attention. Šárka Tittelbachová Monika Palatková