1. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia MUNICIPALITY OF MARIBOR SLOVENIA www.maribor.si

2. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Bruxelles 1200 km Berlin 980 km Budapest 500km Wien 255 km Paris 1300 km Roma 880 km MARIBOR Municipality of Maribor -115.000 inhabitants (180.000 with surroundings) - 2nd largest town in Slovenia - located at the junction of Slovenian, German and Hungarian cultures - once the second most important industrial centre in the country faced in 1990s the breakdown on the industry and loss of city’s identity

3. Cooperation in the field of new tourist destinations: - Since 2004 more intensively in joint EU projects with partners from Hungary, Croatia and Austria - international cooperation - networking - best practise - wider knowledge of EU programming documents - better possibilities for sustainable development Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia

4. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Joint project Via Urbium (town road): - part-financed by Neighbourhood Programme INTERREG IIIA Slovenia/Hungary/Croatia 2004-2006 - invites to visit Maribor (Slovenia), Szombathely (Hungary) and Varaždin (Croatia), all towns part of the same historical, geographical and cultural framework - cross border impact: advance the recognition factor of the entire region, independently of country borders. Goal: bring tourism and heritage professionals together, build closer cooperation between governments, tourism and heritage organisations and tourist companies

5. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Results: - newly planned programs and joint development management of tourist destinations of the three Middle Age towns - better understanding between the peoples and human contacts of three neighbouring countries - encouraged commercial and civic groups to create partnerships promoting cultural heritage at the local community level - possibility to exchange information and experiences - educational and entertaining (cultural tourism, gastronomic delights, wellness tourism) - traditions of regions seen also from inhabitants as a competitive advantage for newly emerged tourist destinations - promotion of rich diversity of regional heritage - greater appreciation of our common European roots and culture

6. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Promotional activities and materials: brochures with programs for three day visits to each of the towns and their cultural heritage, such as “Step along VIA URBIUM” for individuals and “VIA URBIUM Three towns in one trip” for travel agencies. posters with the slogan »One way, three cities, three countries« film about the three Middle Age towns workshops for tourist agencies, guides, tourist information centre staff, tourist providers tourist centre equipment with bicycles improved tourist signalisation for the visitors

7. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Objective of Via Urbium: increase competitiveness of the whole region in order to optimize the contribution of tourism to regional economic development and employment. Beneficiaries: tourist providers companies, services, inhabitants of the regions. Emphasis of the project: - historical cores, cultural heritage and natural attractions - festival and gastronomic offers - travel programs tailored to the interests of the individual consumer - target group: visitors who rank the arts, heritage and cultural activities as one of the top five reasons for travelling

8. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Committee on Culture and Education (Conclusions Doc.11580): Advantages of individual tourism cannot be easily quantified in economic terms, they are important as cultural diversity and intercultural dialogue.

9. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Maribor, candidate for European Capital of Culture 2012 Main challenge: ensure faster transformation of the former industrial town into a cultural destination by cultural heritage and artistic creativity. Potential for cultural tourism as a leading tourism discipline: central geographic location in an archaeological area medieval city centre own university public cultural infrastructure (theatre hall, concert halls, galleries) modern cultural programmes culinary tradition tourist and sports infrastructure

10. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Maribor, candidate for European Capital of Culture 2012 Cultural infrastructure: renovation of immovable cultural heritage revitalisation of buildings in old city centre establish a funding system for the renovation of privately owned buildings to ensure their adaptation improve the appearance of neglected public squares Additional infrastructure: accommodation and catering facilities improved public transport and alternative transport solutions (cycling routes, river transport)

11. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Maribor, candidate for European Capital of Culture 2012 Raise : - cultural awareness - participation of cultural institutions, artists and other cities in the region - interest for historic, cultural and natural attractions as well as the industrial heritage - long-term cultural and social development of the city for citizens living in Maribor and five other Slovenian towns (participating as partners).

12. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Maribor, candidate for European Capital of Culture 2012 Mobility of artists and professionals across national borders in culture beginning with the European Year of Intercultural Dialogue 2008 Festival Maribor 2008 – newly created international festival as an overture to the candidature for development of cultural tourism destination: - boost quality tourism in the region - attract tourists from European Union Member States and other countries - promote intercultural dialogue on a global level with European classical music, Roma musical heritage, Aboriginal and Arabic music - communicate diversity of cultures - strengthen the cultural cooperation among 200 participating artists from Europe and other countries

13. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Maribor, candidate for European Capital of Culture 2012 Developing cultural tourism by Festival Maribor 2008 activities: - Attract professionals from agencies who deal with cultural tourism destinations to include the festival offer in their programmes from 2009 and beyond - BBC Worldwide is recording the music from Festival Maribor 2008 in television series called “Classical Destinations” - Stimulate through the Festivals events people’s interest to overcome their fear of the unknown and accept diversity - Attract stationary visitors from Europe and other countries

14. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Maribor, candidate for European Capital of Culture 2012 Festival Maribor 2008 - Own production and unique programmes - Introduction of an orchestra-in–residence - Integrating new programme contents into the space and time in which we live - Emotional communication of different types of music should become “the education of the heart” as a value of the European citizenship open to the world

15. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia “Only through art we can get outside of ourselves and know another’s view of the universe” Marcel Proust

16. Joint Development of Cultural tourism for sustainable growth in regions Municipality of Maribor, Slovenia Thank you for your attention! MUNICIPALITY OF MARIBOR, Slovenia www.maribor.si Contacts: Gordana Kolesarič gordana.kolesaric@maribor.si Tel: +386 2 2201 457