Nature and Active tourism - Rethinking the Great Outdoors

Transcription

1 Tourism Solutions Made in Germany Nature and Active tourism - Rethinking the Great Outdoors wattmultisports.de

2 Intro Our Mission: To Excite and Empower for the Great Outdoors - in the Great Outdoors Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 2

3 Intro What wattmultisports is: An outdoor specialized tourism consultancy Our Services Strategy and brand development for the outdoor and multisports branch Staging nature landscapes and designing outdoor tourism products Team building and organisational development Our Customers: DMOs, Hotels, Tour Operators, Event Agencies, outdoor equippers Our Location: Fulda, 100kms NE from Frankfurt, 15kms from Rhön Mountains Our Small but powerful Team: Hagen Melzer, Sabine Rottmann, Christian Wehner Founded in 2015 after a half lifetime in outdoor and multisports tourism Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 3

4 Locations Rethinking the great Outdoors right there! Philosophy outdoors = better thinking Selected outdoor settings for Workshops Brain walks Team events In our mystic Rhön Mountains as well as other regions simply because nature is the most inspiring setting! Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 4

5 Outdoor tourism a changing situation Lots of potential but touristic development is challenged by a few crucial trends Still a slowly growing market: hiking, biking, road and mountain biking Diversification of touristic products very rough competition Nature and outdoor tourism becomes younger again Less traditional consciousness of nature activities a few issues why we (have to) do our outdoor consulting job Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 5

6 Nature and Outdoor Tourism: Market Insights Hiking: growing, but (German) hikers are getting lazyer hiking as a holiday activity: Hiking survey 2010 Hiking survey 2014 Quelle: Deutscher Wanderverband: Grundlagenuntersuchung Freizeit- und Urlaubsmarkt Wandern 2010; CATI, n=3.032 Regularly Occassionally Seldom Never No answer Quelle: GfK/IMT DestinationMonitor Deutschland (Reiseplanungen) 2013; n=2.361 Haushalte Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 6

7 Quelle: Quack, Melzer et al 2015: Wanderstudie 2015 (PROJECT M (Hg.)2015) Nature and outdoor tourism: Market insights Outdoor tourism gets younger: nature beats activity 60 years years years years years no hiking (2010) no hiking (2014) Main and still growing motivation: Experiencing spectacular landscapes/natur (plus the activity) Empowering and reducing stress, selfness Increasing need for urban feeling and lifestyle as well in the outdoors the challenge: narrating nature and landscape, stage specific emotions in the outdoors Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 7

8 Nature and outdoor tourism: Market insights but does the tourism branch really react (example: hiking)? Quality Label Growth (%) Quality Trail Wanderbares Deutschland (DWV) % Premium Trail (DWI) (short trails) % Quality Host Wanderbares Deutschland (DWV) % Destinations and tourism pros (hotels ) more orientated to quality than staging their nature and landscapes Similar situation in hiking, biking, sustainable and nature tourism bring back their nature into the heads of the tourism pros! Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 8

9 Our approach Infrastructure/ Products authentic touristic products Quality and Service Cooperation Profile and Emotion Bringing back nature into the tourism pros minds! destinations hiking paths, bike trails accomodation tour operators and event managers a few examples, what s possible Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 9

10 Work Staging the Frankenwald (Hiking, Biking) 3 emotionally inspired trail and product lines according to target groups and landscapes Hearing the silence : for younger hikers Breathing the width : for Best Agers Understanding forest : for nature tourists and families Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 10

11 Hiking 3.0 Staging Landscapes: Majesty of the young Danube including Auwaldtrail and DonauTÄLER- bike path Finding the story: feeling royally touched by majestic and pure nature Creating the experiental map with 7 special episodes Infrastructural staging concept Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 11

12 Auwaldtrail: Experiential map (Overview) E E Entrance A A A E A T Anchor Points Top-POIs (Views, Flora, Fauna) E A A A TI G Tourist Information Hotels etc. E Auwaldtrail Experiential zone Green Throne Hall Solutions Made in Germany: Rethinking the Great Outdoors

13 Work Staging the Power of the Albtrauf (Albstadt) Redesigning 7 top hiking trails Finding the Storyline 3 brainwalks Customer journey and experiential map (Top-POIs) track design coaching the DMO Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 13

14 Work Epic climbs: Product design and staging the andalusian sierras Reworking the product lines in a 3 session outdoor workshop series ( Classics, Grand Tours ) Product design for the complete andalusian travel programme Solutions Made in Germany: Rethinking the Great Outdoors wattmultisports.de 14

15 Thanks. Seeya out there! watt multisports brauhausstraße fulda germany hagen@watt-multisports.de wattmultisports.de