2011 høf-bruxelles-short

FISH ARE GOLDSeatrouts from Fyn are silver

The World

Europe

DenmarkMember of the European Union since 1973

General facts about DK43.000 km25,4 mill. inhabitants7.400 km coastline

General facts about Fyn:

3. largest island in Denmark2,985 km2478,000 inhabitants1.400 km coastline

Odense – H.C. Andersen

10 municipalites

Public organization – 10 municipalities

VisionTo develop the best place for

coastal seatrout fishing

The 3 components of Seatrout Fyn

stocking

stream restor

tourism dev.

450.000 Euro annually since 1990

PPC: Public-Private-Collaboration incl. 40 private tourism companies

Value chain

Tourism key figures (Source: Evaluation, 2008)

Bed nights 64.400

Spending pr vacation €650 (Dkr 4.790)

Daily spending €95

Spending fishing tackle €30 (Dkr 209) per day

Turn over €5 mill per year (+ unknown)

Tax revenue, municipalities €0,5 mill. annually

Job creation 28,3 full time

Annual municipality contribution €0,4 mill. annually €0,07 mill. (marketing)

Other strengths (Source: Evaluation, 2008) Fishing guide handbook ’117 fine fishing spots on

Fyn’ sold in more than 90.000 copies. Most

popular commercial fishing publication in Europe …

UNEP Live Award: Silver Medal 2010

From Offline to Online – new web 2.0 site

From standard web to trendy web 2.0 site

Web funding by EU -FLAG

Real time info to fishermen via

Live Twits + blog by fishing

guides

SeatroutFyn on

Facebook

Online catch reports,

personalized fishing diary

• All standard web features•Mobile weather forecast•Personal Seatrout Fyn site if you are registered•Tourist information• Many other features

Google maps

Strengthen the concept…Economic

sustainability

Environmental

sustainability

Socio-cultural

sustainability

Improving a better dialogue with commercial fishing industry / fishermen e.g. to

create new jobalternatives

for them

Case example:Commercial

fishing industry on South Fyn

1990: 1100 jobs2010: 120 jobs2020: 20 jobs

Thank you!