Cultural Tourism vs Tourism Culture Changes Challenges Chances

Cultural Tourism vs. Tourism Culture Changes Challenges Chances Fresh Tourism Thinking Jörn Gieschen Croatian National Day of Cultural Tourism Porec – 15. 6. 2012

Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

Tourism Culture has changed Today‘s travellers want to. . .

Discover new unknown places by themselves. . . 7: 25 a. m. – somewhere in the Mediterranean

Taste authentic local cuisine. . .

Mix with the community in typical local settings. . .

Find inner peace & spiritual balance. . .

Experience intact, remote and wild nature. . . (. . . as comfortably & safely as possible)

Live deeply moving, outstanding experiences. . .

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“ Former Head of Incoming TUI Group

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

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

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

So. . . why these so different views?

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

The evolution of cultural tourism Cultural tourism 1. 0 Time focus Past Cultural focus High Culture & Folklore Consumption Tangible & Passive Major products • • Ruins Churches Folkloristic shows Museums Cultural tourism 2. 0 >> Past + Present + Future

• • • 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

The evolution of cultural tourism Cultural tourism 1. 0 Cultural tourism 2. 0 Past >> Past + Present + Future Cultural focus High Culture & Folklore >> + Popular +Niche Culture Consumption Tangible & Passive >> Experience & Transform Time focus Major products • • Ruins Churches Folkloristic dances Museums

Talking about 2 different things Cultural Tourism 2. 0 Old definition • Ruins • Churches • Folkloristic dances • Museums ⁺ 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

Going intangible. . .

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

Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

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

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

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

Marketing follows strategy follows Identity National Identity + Tourism Strategy Product ce Product Place Price Promotion Product Place Price Pl • Identity vs. Diversity • Cultural tourism 2. 0 > Promotion 2. 0 • Micro-channelling • Investor promotion

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

3 additional key approaches needed

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

1 – (De)centralisation – Learning regions The concept of learning regions Approach is pull not push Centralized know-how and toolbox (e. g. Nation) Knowhow and toolbox (e. g. Region 2) • Intangible assets of cultural tourism more & more important Empowerment of regions Knowhow and toolbox (e. g. Region 1) People 5 key aspects Empowerment of regional stakeholders Business Institutions • 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

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

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

Storyline DEMAND CHANGES DESTINATION CHALLENGES INNOVATION CHANCES

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

Example for Croatia - Theme Olive Oil Croatian. . . A tourism minister who states as hobbies Wine Olive oil Sea Fantastic starting point 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

Example for Croatia - 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

INSPIRATION

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

WHAI Story based mobile guided city adventure games □ SMS to 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. whai. com

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

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

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

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

Tom. Tom 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

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

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

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

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

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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Hvala!. . . for your open ears & minds Fresh Tourism Thinking Jörn Gieschen Feel free to contact me @ linkedin @ videas. joern@gmail. com @ +49 -176 -5657 1200