Conference "Tourism in Protected Areas"

Andris Klepers, Dr.geogr.

Researcher Prof. assist.

MTÜ Tipu

Looduskool | Tipu küla,

Kõpu, Viljandimaa

Case study: Gauja National Park Tourism Cluster

15.09.2017.

Growth of tourism volume in 3-year period

Natura 2000 – important resource for tourism, demand analysis

Management and lack of comprehensive approach. Nature protection management & spatial planning of municipalities.

Number of actual Nature protection management plans in Natura 2000 areas

Gaujas NP tūrisma pievilcība

836 tourist

attractions

Networking and the clustering concept implemented

55 companies

(incl.7 tourism supporting)

8 municipali

ties (4 towns),

NCA

Vidzeme University Research &

Development

• viesu nams

"Mauriņi"

• Bucefāls

• viesu nams

"Melturi"

• Valmieras

amatnieku parka

fonds

• Eco Holidays

International

• Jonathan SPA

• Turaidas Viesturs

Length of tourist stay in Latvia

0,93

0,84

Length of tourist stay in Latvia

Market share of tourists from neighbour countries in hotels, Latvia

0,57

0,90

0,74

0,78

A.Klepers, dati – CSB, 2016

Market share of tourists from neighbour countries in hotels, Latvia

Management and organization

NGO based platform, Cluster advisory board, cluster board of members, member policy

Cluster office

Nature Conservation Agency

Vidzeme University of Applied Sciences

Companies

Cities: Valmiera – Cēsis – Līgatne - Sigulda

2012.gadā

Cluster as tool for regional development

• Tourism as one of three pillars for growth and attractiveness of places

• Joint targets in harmony with place development goals

• Well managed Co-operation platform for quick initiatives

• Importance of distance, human relations and trust building

• Involvement of related industries

Karte: A.Klepers / Balticmaps.eu / SiA Jāņa Sēta kartogrāfiskā pamatne

2000

2008

2011

2012-2015

2016-2020

Apr 2000 – Sigulda regional tourism society founded

2007/2008 – first significant cluster initiative introduced – Regional Tourism Card

Feb 2012 – long term strategy (2012-2019) for Gauja NP tourism cluster development

Jul 2012 – Dec 2015 Fund rising – Gauja NP tourism cluster development project (~500 000 EUR). 5-6 other small scale projects

Feb 2012 – 6 municipalities and administration of National Park – cooperation agreement signed

60 90 54 20 Number of stakeholders involved

60

Mar 2017 – Dec 2020 – II Gauja NP tourism cluster development project (~500 000 EUR).

Destination strategy and involvement of entrepreneurs in decision making

Incoming tourism dynamics in Gauja NP: source markets

Incoming & domestic tourism: dynamics in Gauja NP

Trends of incoming source markets in Gauja NP

1. Joint management, efficiency of resources used for development & marketing, harmonized development goals have raised competitiveness of the destination significantly

2. Main tourism flow ‘buzz’ – growth is concentrating at the edges of the National park, in less sensitive zones or even outside the park – in main service centres, towns

3. The incoming tourism flow is stable – about 40% of total tourism volume in destination. Main efforts to raise international awareness has given results in local markets. ~70% of international source markets are form Baltic Sea region – where the main marketing activities have been concentrated

4. Joint management has leaded to more extensive traveling patterns of Gauja NP, more focused segmentation has led to different tourists, who are interested and respect nature or culture heritage, landscape quality of the Gauja NP

5. There is a potential for better performance – on the basis of GAP analyses (fragmented activities between the project periods, more efficient use of EnterGauja.com, more active use of joint branding platform…)

6. The European Charter for Sustainable Tourism in Protected Areas to pay even higher attention towards sustainability and recognize it formally – potential

7. Human dialog, environmental awareness of entrepreneurs, business ethics – lot of issues covered: joint management platform provides better access for various actualities to be discussed

Andris Klepers: +37129419818;

andris.klepers@va.lv