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Fresh Tourism Thinking

Cultural Tourism vs. Tourism Culture Changes Challenges Chances. Croatian National Day of Cultural Tourism Porec – 15.6.2012. Fresh Tourism Thinking. Jörn Gieschen. Storyline. DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES. Storyline. DEMAND CHANGES

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Fresh Tourism Thinking

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  1. Cultural Tourism vs. Tourism Culture Changes Challenges Chances Croatian National Day of Cultural Tourism Porec – 15.6.2012 Fresh Tourism Thinking Jörn Gieschen

  2. Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

  3. Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

  4. Tourism Culture has changed Today‘s 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? „It‘s 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“ Günter Ihlau Director International Relations TUI Group

  12. Cultural tourism with steady growth 2007 1995 359 199 mn. trips worldwide 40% share of trips worldwide 37% Source: UNWTO

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

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

  15. So... ... why these so different views?

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

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

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

  20. Talking about 2 different things Cultural Tourism 2.0 • 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 • Old definition • Ruins • Churches • Folkloristic dances • Museums

  21. Going intangible...

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

  23. Storyline DEMAND CHANGES DESTINATIONCHALLENGES INNOVATION CHANCES

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

  25. Marketing follows strategy follows Identity National Identity + Tourism Strategy • Cultural experience • Cultural segmentation • Product renewal • New products • Preservation Product Product Product Product Product Price Price Price Price Price Place Place Place Place Place Promotion Promotion Promotion Promotion Promotion

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

  27. Marketing follows strategy follows Identity National Identity + Tourism Strategy Product Product Product Product Product Price Price Price Price Price Place Place Place Place Place • Identity vs. Diversity • Cultural tourism 2.0 > Promotion 2.0 • Micro-channelling • Investor promotion Promotion Promotion Promotion Promotion Promotion

  28. Marketing follows strategy follows Identity National Identity + Tourism Strategy Product Product Product Product Product Price Price Price Price Price Place Place Place Place Place • Reinvestment of entrances • Steering of tourist flows • Profitability vs. Funding Promotion Promotion Promotion Promotion Promotion

  29. 3 additional key approaches needed

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

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

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

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

  34. Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATIONCHANCES

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

  36. Theme Olive Oil 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 A tourism minister who states as hobbies Wine Olive oil Sea Fantastic starting point 

  37. 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. INSPIRATION

  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 • www.wizardistanbul.com

  40. WHAI 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 city‘s history • Different stories, levels • Mobile + book • www.whaiwhai.com

  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 • www.hotelsorrento.com

  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 • www.spoontrip.com

  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 • www.yoursingapore.com

  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 • www.liberty-guide.fr

  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 • www.tomtom.com

  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 • www.soverinn.com

  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 • www.politicaltours.com

  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 • www.nectarandpulse.com

  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 • www.ramblerhq.com

  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. • www.plusoneberlin.com

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