Fresh Tourism Thinking

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Cultural Tourism vs. Tourism Culture Changes Chall
enges Chances
Croatian National Day of Cultural Tourism Porec
15.6.2012
Fresh Tourism Thinking
Jörn Gieschen
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Storyline
DEMAND CHANGES DESTINATION CHALLENGES INNOVATION
CHANCES
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Storyline
DEMAND CHANGES DESTINATION CHALLENGES INNOVATION
CHANCES
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Tourism Culture has changed Todays travellers
want to...
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Discover new unknown places by themselves...
725 a.m. somewhere in the Mediterranean
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Taste authentic local cuisine...
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Mix with the community in typical local
settings...
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Find inner peace spiritual balance...
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Experience intact, remote and wild nature...
(... as comfortably safely as possible)
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Live deeply moving, outstanding experiences...
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The loss of travel culture?
Its 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 Günter
Ihlau Director International Relations TUI Group
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Cultural tourism with steady growth
2007
1995
359
199
mn. trips worldwide
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share of trips worldwide
37
Source UNWTO
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Outlook looking good...
Tourists stating they are on a cultural holiday
(Europe)
Source Atlas in 6 European countries ( Mexico
Vietnam in 2007)
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High cost, but also high income
Average spending per trip (2007)
Source Atlas
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So...
... why these so different views?
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New drivers influencing cultural tourism
The culture/lifestyle we live in nowadays has
become so....
On holidays we want an escape into a different
culture/lifestyle...
Complex gt simple easy Artificial gt natural
healthy Uniform gt custom-made
individual Global gt local national Fast-movin
g gt roots (hi)story Transparent gt identity
authenticity Virtual gt personal 1on1
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The evolution of cultural tourism
Cultural tourism 1.0
Cultural tourism 2.0
Past
Past Present Future
gtgt
Time focus Cultural focus Consumption Major
products
High Culture Folklore
Tangible Passive

• Ruins
• Churches
• Folkloristic shows
• Museums

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• 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

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The evolution of cultural tourism
Cultural tourism 1.0
Cultural tourism 2.0
Time focus Cultural focus Consumption Major
products
High Culture Folklore
Popular Niche Culture
gtgt
Tangible Passive
Experience Transform
gtgt

• Ruins
• Churches
• Folkloristic dances
• Museums

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Talking about 2 different things

• Old definition
• Ruins
• Churches
• Folkloristic dances
• Museums

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Going intangible...
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Travelling hybrid...
Old model
Elite Duty
Beach/Family holidays
cultural excursion
or
Hardcore cultural
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Storyline
DEMAND CHANGES DESTINATION CHALLENGES INNOVATION
CHANCES
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4 Top Challenges for Cultural Tourism...

• Economics
• gtgt Funding Financing
• gtgt Private investment
• gtgt Strategy business model

• Sustainability
• gtgt relations
• gtgt cultural resources
• gtgt natural resource

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

• Globalization
• gtgt multicultural societies
• gtgt intercultural dialogue
• gtgt unique authentic identity

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Marketing follows strategy follows Identity
National Identity Tourism Strategy

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

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Marketing follows strategy follows Identity
National Identity Tourism Strategy

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

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Marketing follows strategy follows Identity
National Identity Tourism Strategy

• Identity vs. Diversity
• Cultural tourism 2.0 gt Promotion 2.0
• Micro-channelling
• Investor promotion

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Marketing follows strategy follows Identity
National Identity Tourism Strategy

• Reinvestment of entrances
• Steering of tourist flows
• Profitability vs. Funding

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3 additional key approaches needed
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1 (De)centralisation neurology
Structure
Strategy
Systems
Shared values
Skills
Style
Staff
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1 (De)centralisation Learning regions

• 5 key aspects
• Intangible assets of cultural tourism more more
  important
• Informal knowledge is best transferred through
  trusted personal relations.
• Its a cumulative long-term process where
  proximity is important
• You cant push anything if you dont offer to
  pull
• Technology allows for this process at low cost

The concept of learning regions Approach is pull
not push
Centralized know-how and toolbox (e.g. Nation)
Empowerment of regions
Empowerment of regional stakeholders
Know-how and toolbox (e.g. Region1)
Business
Know-how and toolbox (e.g. Region2)
Institutions
People
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2 - Collaboration
The biggest mistakes are made here!
5 key aspects

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

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3 Innovation management
5 key aspects

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

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Storyline
DEMAND CHANGES DESTINATION CHALLENGES INNOVATION
CHANCES
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Cultural Theming
Theme shopping
Identity Image Creating Theme
Theme Parks
Theme Art
Themed gastronomy
Theme Events
Theme Museums
Themed consumer producs
Themed Landscapes
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Theme Olive Oil
Croatian... Olive trees Olive tours Olive
harvest holidays Olive bodega tastings Olive oil
export Cooking with olive oil Olive oil
cosmetics Olive classes Olive farm stays An Olive
movie Olive oil science center Olive oil
studies Olive oil arts Manufactury tours Olive
oil restaurants Olive oil theme park Olive oil
events festivals
A tourism minister who states as
hobbies Wine Olive oil Sea Fantastic starting
point ?
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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

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INSPIRATION
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• Wizard Istanbul
• Crowdsourced instant guiding to cultural
  highlights in Istanbul
• 24/7
• via Twitter, Facebook, etc.
• Reactive QA
• 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

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• WHAI WHAI
• Story 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 citys history
• Different stories, levels
• Mobile book
• www.whaiwhai.com

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• 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 FB 25 up to last year
• www.hotelsorrento.com

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• Spoontrip
• A 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

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• The Singaport take-out
• Pop-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

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• Liberty guide
• Immersive 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

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• 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

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• Soverinn
• Inviting 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

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Closing

• Political Tours
• Niche 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

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• Nectar Pulse
• Soulmate 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

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• Rambler
• Gamified 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

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• Plus One Berlin
• Local 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

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Storyline
All travel tourism is a cultural act
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Hvala! ...for your open ears minds
Fresh Tourism Thinking
Feel free to contact me _at_ linkedin _at_
videas.joern_at_gmail.com _at_ 49-176-5657 1200
Jörn Gieschen