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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@ [email protected]@ +49-176-5657 1200
