Fresh Tourism Thinking Cultural Tourism vs. Tourism Culture Changes Challenges Chances Jörn...

Fresh Tourism Thinking

Cultural Tourism vs. Tourism CultureChangesChallengesChances

Jörn GieschenCroatian National Day of Cultural TourismPorec – 15.6.2012

Storyline

DEMAND CHANGESDESTINATION CHALLENGESINNOVATION CHANCES

Storyline

DEMAND CHANGESDESTINATION CHALLENGESINNOVATION 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 IncomingTUI Group

Cultural tourism with steady growth

199 359

1995 2007

37%40%

mn. trips worldwide

share of trips worldwide

Source: UNWTO

Outlook: looking good...

Source: Atlas in 6 European countries (+ Mexico + Vietnam in 2007)

Tourists stating they are on a cultural holiday (Europe)

High cost, but also high income

Source: Atlas

Average spending per trip (2007)

So...

... why these so different views?

New drivers influencing cultural tourism

Complex > simple & easyArtificial > natural & healthyUniform > custom-made & individualGlobal > local & nationalFast-moving > roots & (hi)storyTransparent > identity & authenticityVirtual > personal & 1on1

The culture/lifestyle we live in nowadays has become so....

On holidays we want an escape into a different culture/lifestyle...

The evolution of cultural tourism

Cultural tourism 1.0 Cultural tourism 2.0

Time focus

Cultural focus

Consumption

Major products • Ruins• Churches• Folkloristic shows• Museums

Past Past + Present + Future>>

High Culture & Folklore

Tangible & Passive

• 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

Time focus

Cultural focus

Consumption

Major products • Ruins• Churches• Folkloristic dances• Museums

Past Past + Present + Future>>

High Culture & Folklore + Popular +Niche Culture>>

Tangible & Passive Experience & Transform>>

Talking about 2 different things

⁺ 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

Cultural Tourism 2.0

Old definition• Ruins• Churches• Folkloristic dances• Museums

Going intangible...

Travelling hybrid...

„Elite & Duty“

Beach/Family holidays

+ cultural excursion

„Hardcore“ cultural

or

Old model„Hybrid“

Relax

Eco

AdventureCultural

New model

+

DEMAND CHANGESDESTINATION CHALLENGESINNOVATION CHANCES

Storyline

4 Top Challenges for Cultural Tourism...

d) Globalization >> multicultural societies

>> intercultural dialogue>> unique & authentic identity

c) Integration of strategies and interests >> cultural vs. tourism vs. development >> national vs. regional vs. local>> public vs. private vs. population

b) Sustainability >> relations>> cultural resources>> natural resource

a) Economics>> Funding & Financing>> Private investment>> Strategy & business model

Marketing follows strategy follows Identity

National Identity + Tourism Strategy

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

• Cultural experience• Cultural segmentation• Product renewal• New products• Preservation

Marketing follows strategy follows Identity

National Identity + Tourism Strategy

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

• Micro-channelling• Culture export -----• Place design• Place management• New places

Marketing follows strategy follows Identity

National Identity + Tourism Strategy

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion• Identity vs. Diversity• Cultural tourism 2.0 >

Promotion 2.0• Micro-channelling• Investor promotion

Marketing follows strategy follows Identity

National Identity + Tourism Strategy

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion

Product

PlacePrice

Promotion• Reinvestment of

entrances• Steering of tourist flows• Profitability vs. Funding

3 additional key approaches needed

1 – (De)centralisation neurology

Structure

Shared values

Staff

Skills

Strategy Systems

Style

1 – (De)centralisation – Learning regions

The concept of learning regionsApproach is pull not push

Centralized know-how

and toolbox(e.g. Nation)

Empowerment of regions

Know-how and toolbox

(e.g. Region1)

Know-how and toolbox

(e.g. Region2)

Empowerment of regional stakeholders

Business

Institutions

People

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

5 key aspects

2 - Collaboration

The biggest mistakes are made here!

• Public – private – people• Holistic• Trust- and respectful• Timing• Follow-up

3 – Innovation management

• Stimulation• Toolbox• Locally driven•Moderated• Odds welcoming

5 key aspects

DEMAND CHANGESDESTINATION CHALLENGESINNOVATION CHANCES

Storyline

Cultural Theming

Theme Parks

Theme shopping

Theme Art

Theme Events

Theme Museums

Themed Landscapes

Themed consumer producs

Themed gastronomy

Identity & Image Creating

Theme

A tourism minister who states as hobbiesWineOlive oilSea

Fantastic starting point

Croatian...

Olive treesOlive toursOlive harvest holidaysOlive bodega tastingsOlive oil exportCooking with olive oilOlive oil cosmeticsOlive classesOlive farm staysAn Olive movieOlive oil science centerOlive oil studiesOlive oil artsManufactury toursOlive oil restaurantsOlive oil theme parkOlive oil events & festivals

Example for Croatia - Theme Olive Oil

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 WHAIStory 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

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

SpoontripA 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-outPop-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 guideImmersive 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

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

SoverinnInviting 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 ToursNiche 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 & PulseSoulmate 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

RamblerGamified 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 BerlinLocal 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

Storyline

All travel & tourism is a cultural act

Fresh Tourism ThinkingJörn Gieschen

Hvala!...for your open ears & minds

Feel free to contact me@ linkedin@ videas.joern@gmail.com@ +49-176-5657 1200