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11TH MEETING TSG4 Bari 2019
PILLAR 4 THEMATIC STEERING GROUP FOR
SUSTAINABLE TOURISM 11th TSG4 meeting
20th and 21st November 2019, Bari, Italy
EU Strategy for the Adriatic and Ionian Region (EUSAIR)
11TH MEETING TSG4 Bari 2019
DEVELOPMENT OF CULTURAL ROUTES:
Roman Heritage Route and extension of the Routes of the Olive Tree
R4U Vienna workshop
MSc Vlasta Klarić, Thematic expert
Ministry of Tourism of the Republic of Croatia
CONTENT
• i) Development of Cultural routes: Roman Heritage Route and extension of the Routes of the Olive Tree
• ii) report from the Vienna workshop
__________________________________________________________
EUSAIR TSG4: TOP 3 PRIORITIES PER TOPICS
Sustainable Tourism
27 Cultural Routes crossing the
Adriatic-Ionian Region
+ 3 new certified Routes in 2019: European Route of Industrial Heritage Iron Curtain Trail Routes of Reformation
DEVELOPMENT OF CULTURAL ROUTES:
Roman Heritage Route and extension of the
Routes of the Olive Tree TSG4 Voted for:
- 2 cultural routes for Routes4U project
Macro-regional thematic event : Cultural Routes of the Olive Tree Workshop, Mali Lošinj, Croatia
EUSAIR Budva Forum & Routes4U workshop
20 new members for the Olive tree Route
__________________________________________________________
DEVELOPMENT OF CULTURAL ROUTES:
Roman Heritage Route and extension of the
Routes of the Olive Tree
Activities presented in
Trieste CHIMERA project
Presented at GB in
Belgrade
Stakeholder meeting
held in Vienna
5 countries – 8 members
__________________________________________________________
STAKEHOLDER WORKSHOP VIENNA
CREATION OF NEW CULTURAL ROUTES
14-15 October 2019
Iron Age Cultural Route
Iron Age received a Routes4U grant for the development of tourism products and services and the preparation of the certification dossier beginning of 2020.
Olive Tree Route 20 new network members in the
Adriatic and Ionian Region
Extend the Routes of the Olive Tree
itinerary highlights design
branding strategy for the Route,
identifying the main travellers
products and services linked to the Route
Create specific tourism offers and
services for AIR linked to the Olive Tree
heritage, thus strengthening the
Route and the EUSAIR
Activities funded through the Routes4U Grant
SICILY: CATANIA – ROMAN THEATRE AND ODEON – SOCIAL AND CULTURAL LIFE
MNE:DOCLEA / DUKLJA UNESCO SITE The story of mosaics
SLO: LJUBLJANA – AEMONA/ EMONA
SUPPORTING SITES
AQUILEIA –UNESCO Patriarchal Basilica –EARLY CHRISTIANITY
MNE: MUNICIPIUM S PLjEVLjA
PULA – ARENA AMPHITHEATER AND LIVELY CONTEMPORARY INTERPRETATION
ITALY, SICILY: TAORMINA - THE ANCIENT THEATER
SICILY: CASALE –THE CASALE ROMAN VILLA IN PIAZZA ARMERINA
MNE :RISAN - Mosaics in Roman villa, Risan, The story of mosaics
IZOLA – ARCHAEOLOGICAL SITE SIMONOV ZALIV -a Tangible Map Interface -TMI
GREECE - DELOS: THE ROMAN AGORA
SICILY: TELLARO - THE TELLARO ROMAN VILLA (NOTO)-HOME DESIGN
SR:Roman palatial culture: design FELIX ROMULIANA - GAMZIGRAD
CELEIA –CITY UNDER CITY
CROATIA - VID – NARONA - IN SITU MUSEUM - AUGUSTEUM 19 MEGA STATUE
APULIA, EGNAZIA – ARCHAEOLOGICAL SITE
SR: SREMSKA MITROVICA – SIRMIUM – IMPERIAL SITE
RIJEKA, TARSATIC PRINCIPIA – CLAUSTRA
ARCAHAEO MUSEUM OF ZAGREB Empress PLAUTILA
8 EUSAIR COUNTRIES – 40 DESTINATIONS – ROMAN SITES IDENTITY BASED PRODUCT DESIGN
ACTIVITIES EXPECTED
• representative of European values and common to (at least 3) European countries;
Defining a theme
• elements, that can be tangible and intangible
Identifying heritage
• with a legal status, involving at least three European countries;
Creating a network
• in the main field of actions Coordinating
common activities
• and coherence of the project across Europe
Ensuring a common visibility
Theme - Enhancement of the memory, history and European heritage
Co-operation in multidisciplinary research and development
Cultural and educational exchanges of young Europeans
Cultural tourism and
sustainable cultural
development
Culural tourism product development
12
Identifying the theme,
evaluating,
mapping and presenting
representative
route sites
THE THEME - NEXT STEPS 13
CO
MM
ON
ISSU
ES
EUSAIR PRIORITIES – SUSTAINABLE
TOURISM: TSG4 MEMBERS SUPPORT
Croatia Greece
Italy Serbia
Slovenia
THE THEME - NEXT STEPS
Activating heritage institutions – expert knowledge exchange
E2E
enhancing high-level synergistic opportunities
Criteria:
• Recognized cultural, scientific and artistic sites within
EUROPEAN MACROREGIONS (EUSAIR, EUSDR...) in less
touristically developed regions
• Agile and active experts and scientists on sites, already
existing scientific data
• Visitor friendly locations, prepared for visits
• Services support & active TO
• Honey-pots (UNESCO...) to direct attention to the rest of the
Route
14
NETW
OR
KIN
G
NETWORKING 15
PARTNERSHIP COMMITMENT
full commitment and responsibility for further
communication, stimulating development.
harmonizing the balance of power among partners
FINANCIAL VIABILITY OF THE ROUTE
certification process was recognized as long-lasting and
demanding, asking not only for scientific support, but also
structural and infrastructural development.
extra time and extra human resources needed: financing
flawless communication is to be obtained.
COORDINATION 16
NATIONAL COORDINATION
of destinations on the route for each country
should be established in order to
provide open communication of all stakeholders
safeguarding the locations and
stimulate awareness and participatory
approach to local communities.
CULTURAL ROUTE
STAKEHOLDERS NETWORKING DIAGRAM
International
level:
organizations,
associations,
other…
National level:
MINISTRIES
SUPPORT,
tourism boards,
chambers,
local gov., NGO’s
ethnic groups,
other…
Scientific level:
institutes,
universities,
experts and
professionals,
educational
institutions
Heritage level: Protected sites,
institutions, museums, galleries
conservation bodies, heritage
associations, private owners Other..
Tourism level:
industry
tour operators,
travel agents,
DMC, PCO, DMO,
hospitality,
guides, private
owners
STAKEHOLDERS - NETWORKING
RESEARCH AND DEVELOPMENT
17
INTEGRATED MANAGEMENT APPROACH
Management of heritage value, visitors, product design and destinations should all be
part of integrated approach.
synergizing fusions for destinations and small businesses, presenting a new wealth of
undiscovered cultural richness, common and significant for Europe.
Routes in this sense are the means for
diversification of the product,
de-seasonalization,
revitalization of destinations connected to neglected heritage sites.
DMO MODEL - support creation of the networks, cooperation schemes, create synergies and support cultural routes programmes.
EDUCATION - Where necessary, stakeholders are to be educated on integrated
management models available, and their role.
18
Defining the Influence map
Thematic support – institutions, scientific community Structural support - museums, interpretation centres, Service support – hospitality, accommodation, guiding, information centres, tourism offices, destination management organizations (DMOs) destination management companies (DMCs) Augmentative support – events, exhibitions, AR, VR,
NETWORKING: STAKEHOLDERS ROLES 19
20
REC
OM
MEN
DA
TION
S
CULTURAL TOURISM PRODUCT DESIGN –
SCIENTIFICALLY SUPPORTED
contemporary trends in innovative cultural tourism
product design were explained,
new creative tourism niche products perspectives
photo tourism, literary tourism, culinary tourism, spiritual
tourism, educational tourism, art tourism, crafts tourism,
walking and cycling tourism, etc.
Production
Consumption
High culture
Popular culture
Everyday culture
Passive Active
Cultural Tourism
Arts Tourism
PRODUCT DESIGN - A CREATIVE SHIFT
2015 Greg. richards @ altas - euro.org
Crafts Tourism
Heritage Tourism
Creative
Tourism
22
Engaging local businesses, local institutions, and local
communities in project
Defining and evaluating partnership benefits and
challenges
Establishing profitable relationships among local and other stakeholders
CULTURAL TOURISM PRODUCT DESIGN
PD: EDUCATION FOR SUSTAINABLE DESTINATIONS MANAGEMENT
INTEGRATED APPROACH
ART AND CREATIVITY ENO-GASTRONOMY
THEMATIC ACCOMMODATION
VISITORS H2H
ACTIVITIES
ACCESSIBILITY
HERITAGE
__________________________________________________________
24
The concern was shown regarding the proper positioning
of each route on the market.
Thematic approach proves to be the right solution to that.
The selection of the unique EU theme is an answer to the
lack of focus and fragmented offer.
Cross-cutting issues:
research and innovation,
capacity building education,
communication to wider audiences
MARKET POSITIONING OF THE ROUTE
SCIENTIFIC NETWORK
strengthening the theme and USP
Scientific committee
ACADEMIC LEVEL
DATA: Research, gathering,
processing, usage
COMMUNICATION:
Experts, museologists
Knowledge exchange
Literature exchange
Study/inspection trips
EVENTS: CONFERENCES, TRAININGS,
EDUCATION,
AWARNESS CAMPAIGNES
MUSEUMS& SITES
Co-operation
Site evaluation
Criteria check DISSEMINATION
Hybrid knowledge
25
PR
OFILIN
G
THE THEME
Profiling the route
26
Kultu
THE HERITAGE Structural support
THE SERVICE & THE EVENTS, ACTIVITIES… Associated & Augmentative support...
the theme must be UNIQUE but illustrative of memory, history and heritage, and contribute to an interpretation of the diversity
of present-day Europe
THE THEME - focused
DYNAMIC and POWERFULL THEME: Ethical, emotional, ecocentric value
CULTURAL TOURISM PRODUCT DEVELOPMENT 27
CREATIVE DESTINATIONS Musealisation of destinations - creative – transforming deep experiences
WHERE ARE THE NEW COMFORT ZONES?
THE PROFILE OF THE ROUTE – VISIBILITY
THE THEME - SEARCHING FOR THE DNA OF THE DESTINATION
B
RA
ND
ING
29
CU
LT. T. PR
OD
UC
T The process of designing specific subtopics
scientifically researched, was discussed.
Examples of Roman Heritage Route subtopics were
presented as the resource for product design: The stories of Roman Mosaics (Aquileia, Izola, Tellaro, Risan...)
The eventful Roman life out of Rome (amphitheatres and theatres in AIR: Durres, Butrint,
Pula, Salona...)
Roman cuisine, tableware and silverware
The wellness of Roman soldiers
Maritime routes of Roman art and money in AIR
Ancient Roman home decoration: villas, palaces, ..(Risan, Tellaro, Isola...)
Birth of Christianity: basilicas, saints, martyrs
PROFILING THE CT PRODUCT OF THE ROUTE
ACCESSIBILITY: INFRASTRUCTURE AND INFORMATION
Accessibility is necessary on all levels: particularly on information level (presentation and
interpretation) as well as on infrastructural level (visitor friendly infrastructure).
CR awareness raising activities needed locally and nationally for new CR products and/or
destinations targeted to local community as well as to business environment.
MARKETING RESEARCH
Visitors attitudes speak in favour of the changing values: premiumization, personalization,
authenticity, health, simplicity, connectivity, identity. Specific targeted visitors are to be those
who are knowledgeable, experienced, responsible, and active.
Owing to huge super segmentation, market research and marketing strategy are most
desirable.
WTTC, World, Transformed: Megatrends and Their Implications for Travel & Tourism
- https://www.wttc.org/-/media/files/reports/2019/megatrends-2019---world-transformed.pdf accessed 25th October 2019.
Euromonitor, Megatrends Shaping the Future of Travel http://enterprise.press/wp-content/uploads/2018/11/Megatrends-Shaping-
the-Future-of-Travel-Euromonitor.pdf
30 ACCESSIBILITY AND MARKETING RESEARCH
THE AUDIENCES
31
TRENDS EXPERIENCING ART - ART OF EXPERIENCING
WTTC, Bloomberg media Group 2019:
__________________________________________________________
Affluent market:
INTELLECTUAL TRAVELERS You can usually recognize them. Silent, polite, slow-walking and never the ones to push their
way into a tourist trap.
They slowly walk up to a point of interest with a soft smile, as if silently celebrating a personal achievement. With a selfie to scenic shot ratio of about 1:100, these wanderers are the most silent of visitors yet the loudest of raconteurs. Whether their new found perception of a nation or culture is for the positive or the negative, they tend to express their experiences in post-visit days, during their jobs, in their dialogues with neighbors and during activities within their circle of trust.
NEW TRAVELER ELITES
EXPERIENCING ART - ART OF EXPERIENCING
• Searching for DNA of EUSAIR
destinations
• Emphasise real-life, experiences - feel
immersive, authentic and
human.
LOOKING FOR THE NEW COMFORT ZONES?
OPPORTUNITIES CULTURAL ROUTES LESSER KNOWN DESTINATIONS
0
10
20
30
40
50
60
0,26 0,5 0,7 2,1 3,2 4,6
16,5
50,1
________________________________________________________________
2017 Visitors to museums and sites
NEW COMFORT ZONES
37
identity
harmony
aestetics
communication
Symbolic Values
Creative hubs
drama & experience
inspiration
RETHINKING DEVELOPMENT
KEY QUESTIONS : THE WHY?
SATISFY THE NEEDS OF THE WHO:
H2H – PARTICIPATE AND CREATE
BACK TO HUMAN: I CHANGE
BACK TO COMMUNITY : RESPONSIBLE VISITOR
BACK TO UNDERSTANDING: ETHICAL LIVING
BACK TO UDERSTANDING
CREATIVE TOURISM - SUSTAINING MEANINGS - UNDERSTANDING LOCAL
THE ROUTE :
a new comfort
zone
Intelectual comfort Provoce
•Know more, •transform,
•get informed
Social comfort Get friendly and social with family and friends
Spiritual comfort
•creative stimulation •inspiration
•transcendence
Emotional comfort Feel the spirit of old times Feel past experiences turbulences, joys, hates,loves,
mood management selfness mindness transformation
Responsible traveler
Source: Matthias Horx, ITB 2005
OUTCOMES?
photo: Magda Klaric
CULTURE & CREATIVITY IN EU: THE ROLE OF THE
EUSAIR __________________________________________________________
THANK YOU! [email protected]
