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Insights from Poland - approach to destination management
Agenda
• Strategical approach in destination management
• Institutional framework for city marketing and destination management
• Tourist traffic in Krakow – statistics
• Top 10 attractions indicated by tourists visiting Krakow
• Selected case studies
National marketing strategy for tourism 2012 - 2020
• Polish product potential for the foreign tourist markets– Small cities: Sightseeing (as part of a tour)– Medium and big cities:
• Sightseeing (as part of a tour)• Relaxation (longer stay and sightseeing in the city)• VFR, • Business (fairs & congresses, business trips and
incentives),• Shopping.
Krakow - The royal castle of Wawel
Source: http://www.krakow.pl/informacje_praktyczne/31743,artykul,po_polsku.html
Strategy of socio-economic development of Krakow – 3 goals
• Krakow – a family-friendly city, attractive place to live and visit;
• Krakow – a city of competitive and modern economy;
• Krakow – a European metropoly of important science, culture and sports functions.
Tree of values
Creative capital of culture in the 21st cent.
Leader in the euroregion
Innovative city
of science and
technology
Tourism tycoon
Evident business
leader (along with its
metropolitan area)
WAS
WILL BE
City with
the best
walking distance
The only brand
in Poland with a
constant millenium long
city-creation process
National prideAtmosphere, style, tradition
Cultural capital of Poland
Krakow Promotion Strategy 2008-2012
City for
citizens
- City 2.0
Success in tourism
European capital of culture
City of students and artists
Institutional framework in Krakow
• 4th Deputy Mayor for Culture and City Promotion:– City Hall units:
• Culture and National Heritage Department• Sports Department• Information, Tourism and City promotion department
– Non City-Hall units: • Sports Infrastructure Unit• Cracow Festival Office i.a.:
– ICE Krakow Congress Centre and Investments Department (ICE = International Conferencing and Entertainment)
– Film Commission Department– Tourist Information Network Department (8 points)
• .
Examples of research projects – Krakow City Hall
• Monitoring tourist traffic since 2003 (e.g. samples): – 3492 interviews in 2011, – 3378 in 2010, – 3060 in 2009, – 3215 in 2008.
• Monitoring use of transportation and travelling habits of inhabitants
• Krakow Film Commission
Tourists in Krakow - statistics
Total visitors
Polish visitors
Foreign visitors
Source: research of MOT – Malopolska Organizacja Turystyczna, N=3378 (2010), N=3492 (2011)
Selected top attractions indicated by tourists visiting Krakow
Rank in 2010 Rank in 2011 Name of attraction
I I Main Market Square
II II Wawel Royal Castle
III III Kazimierz Jewish District
IV VII Bazylika Mariacka
V IV Sanctuary of the Divine Mercy in Łagiewniki
VI V Sukiennice
VII IX Galeria Krakowska
VIII XI Nowa Huta
IX XIV Fabryka Schindlera (est. VI 2010)
X VIII Bulwary Wiślane
----------- VI Rynek Underground (Main MarketSquare Underground) (est. IX 2010)
XV X Barbakan and St. Florian’s Gate
Source: research of MOT – Malopolska Organizacja Turystyczna, N=3378 (2010), N=3492 (2011)
Case studies
• MICE
• Culture and heritage
• Sports
Source: icekrakow.pl
Congress Centre
• Opening 2014
• 36.000 m² conference space
• Auditorium hosting up to 2100 people
• A must be for development of MICE tourism
Congress Centre
Source: http://www.kopalnia.pl/zwiedzanie/tajemnice-wielickiej-kopalni
Wieliczka salt mine
• 1,2 mln tourists in 2013
• UNESCO World Heritage List (since 1978)
• The oldest Polish entrepreneurship (700 years old)
• Attracting tourists since middle ages
Source: http://www.kopalnia.pl/zwiedzanie/trasa-turystyczna
New museums
• Schindler’s factory (VI 2010)
• Krakow Underground (IX 2010)
Sports arena
• Incoming voleyball world championship
• Concerts and entertainment events
Source: http://bip.krakow.pl/?dok_id=24033
Thank you for you attention!