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!