Bsef2012 session4 tourism_johnson

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Crimea: Building on Strength This project is funded by the European Union Crimean Tourism Diversification and Support Project (CTDSP)

Transcript of Bsef2012 session4 tourism_johnson

Crimea:Building on Strength

This project is funded by the European Union

Crimean Tourism Diversification and Support Project (CTDSP)

Symptoms and Challengeso Ageing infrastructureo Obsolete products, traditionally single product

destinationso Congestion: in time and spaceo The changing expectations of visitorso Increasing competition

Signs of Stagnation(UNWTO)

– Limited increase in arrivals– Profitability ratio decrease– Ancillary services more expensive than the basic

product– Lack of renewal of tourism infrastructure– Destination image problems

Signs of Decline(UNWTO)

– Negative level of arrivals– Decreasing prices– Lack of new investments– Decreasing salary levels and loss of human capital– Infrastructure obsolescence– Environment deterioration

Crimea 1950s

Purpose of EU Project: Need for renewal 1. Diversified and balanced tourism industry in Crimea2. Public – private sector collaboration3. Improved quality and standards of management and service

Outcomes:o New visitor marketso Wider choice of productso Enhancement of the visitor experienceo Extension of seasonalityo Regional spread

Developing the Crimea as a destination

Developing the Crimea as a desirable destination

Developing the experienceo Attractions: natural, built, cultural, eventso Infrastructure: transport, signage, amenitieso Services: accommodation, shops, cafés, careo Brand proposition: synergy in presentationo Management: planning, development, operations

Developing the productsBuilding on strengths and exploiting market potential

Four product types identified:Medical and wellness tourismAdventure and activity tourismCultural tourismMeetings and incentives

Health CrimeaRefreshing and extending the existing productFrom sanatoria to health and wellness centres

Adventure CrimeaUsing the Crimea’s natural resources

Cultural CrimeaIdentifying new products Using the Crimea’s history

Cultural Crimea

Meetings Crimea

Using the Crimea’s up-to-date meeting facilities

Events in Crimea

Developing the Crimea’s festivals and events

Theory Realityo All destinations and products need to innovate and

be kept up-to-dateo Aim for a mix of quality examples and clusters of

activities and attractions

Thank YouСпасибо

This project is funded by the European Union

Crimean Tourism Diversification and Support Project (CTDSP)