Promoting Conservation of the European Green Belt through Sustainable Tourism

Transcription

1 Promoting Conservation of the European Green Belt through Sustainable Tourism Tourism Development Concept for the proposed transboundary Mura-Drava-Danube Biosphere Reserve in Slovenia, Hungary and Croatia as a Model-Region for the EU-INTERREG III B CADSES Project European Green Belt By W. Deuster A thesis submitted in partial fulfillment of the requirements for the Master of Landscape Architecture Anhalt University of Applied Sciences Department of Agriculture, Home Economics and Nutrition, Landscape Architecture and Nature Conservancy September 2007 Major Professor, first examiner: Prof. Erich Buhmann Second Examiner: lic. iur. Boris Madjeric 1

2 2

3 Hochschule Anhalt (FH) University of Applied Sciences Master of Landscape Architecture Program Thesis Promoting Conservation of the European Green Belt through Sustainable Tourism Tourism Development Concept for the proposed transboundary Mura-Drava-Danube Biosphere Reserve in Slovenia, Hungary and Croatia as a Model-Region for the EU-INTERREG III B CADSES Project European Green Belt 3

4 4

5 Thesis submitted by Dipl.-Ing. (FH) Wolfgang Deuster to Major Professor: Prof. Erich Buhmann Director of the Master of Landscape Architecture Program of the Anhalt University of Applied Sciences, Landscape architect BDLA, Dipl.-Ing. (Univ.New York), Dipl.-Ing.-(FH) Landespflege Second Committee Member: lic. iur. Boris Madjeric Project collaborator of the University of Applied Sciences Rapperswil - Department of Spatial Planning (Switzerland), the tourism board of the community Pitomača (Croatia) and the Croatian Dráva Route Date: September

6 6

7 ACKNOWLEDGEMENTS I would like to express my sincere gratitude to all those who supported me in the writing of my thesis and who accompanied me in my career to date. I am grateful to my parents for their support during my postgraduate studies. My biggest thanks goes to Andrea who accompanied me on the difficult excursion along the Mura and Dráva, and who also supported me as well as possible during a time that was difficult for us. A heartfelt thanks for their professional support and great hospitality goes to Helena and Davorin Hecimovic of the Dráva League. I am especially grateful to Dr Schneider-Jacoby of the European Nature Heritage Fund (Euronatur) and Dr Safarek (Dráva League) for his insightful comments and our shared discussions about the Mura-Dráva Region, as well as to Dr Ullrich and Dr Scherfose of the Federal Agency for Nature Conservation for all the information and discussion about the European Green Belt and biosphere reserves. I am grateful to Mr Lang, Coordinator of the EU-INTERREG III B CADSES Project European Green Belt, for the opportunity to present the initial results of my studies on the workshop-meeting of the working package Development of eco-tourism and sensitive traffic. Thanks are also due to Mrs Tannhäuser of SALVE consult (office for European projects) for her useful cooperation. I would like to thank Prof. Buhmann, director of the course Master of Landscape Architectur (MLA) of the Anhalt University of Applied Sciences, for the exciting and instructive time on the MLA programme. I am grateful to Mr Madjeric, project collaborator of the University of Applied Sciences Rapperswil (Switzerland), the tourism board of the community Pitomača (Croatia) and the Croatian Dráva Route for his constructive cooperation right from the start of my work. 7

8 8

9 DECLARATION OF AUTHORSHIP I certify that the material contained in this Master Thesis is my own work and does not contain unacknowledged work of others. 1. Where I have consulted the published work of others, this is always clearly attributed. 2. Where I have quoted from the work of others, the source is always given. With the exception of such quotations the work of this thesis is entirely my own. 3. This dissertation has not been submitted for the award of any other degree or diploma in any other institution. Wolfgang Deuster (matriculation no.: ) date: 15 th September

10 10

11 PREFACE Der Tourismus zerstört das, was er sucht, indem er es findet. (Tourism destroys what it seeks by finding it.) Hans-Magnus Enzensberger 1979 Wenn ihr wollt, dass die Erde bleibt, wie sie ist, dann wollt ihr nicht, dass sie bleibt. (If you want the earth to stay as it is, then you don t want it to stay.) Erich Fried Manchmal ist der Einzige nur der Erste. Sometimes you are not the only one, you just the first. Bader-Ehnert-Kommando Man sollte nie daran zweifeln, dass eine handvoll besorgter engagierter Bürger die Welt verändern kann, es ist sogar niemals anders gewesen. Never doubt, that a fistful of worried and committed citizens can change the world; actually it has never been different. Margaret Mead Let s all together work for a better world: Dream cross borders in mind and on maps......so that there will never be a need for another iron curtain to protect valuable ecosystems for future generations... Es gibt keinen Weg zum Frieden, denn Frieden ist der Weg. There is no way to peace, for peace is the way. Mahatma Gandhi 11

12 12

13 TABLE OF CONTENTS LIST OF FIGUR...19 ABSTRACT WITH KEY WORDS...23 INTRODUCTION The task of this thesis...25 Expected results LITERATURE REVIEW MATERIALS AND METHODS 1.1 Key data and information sources Method of inquiry...31 RESULTS 2 THE EUROPEAN GREEN BELT VISION EU-INTERREG III B CADSES PROJECT EUROPEAN GREEN BELT THE MURA-DRÁVA REGION Characterisation of the region Mura and Dráva an European life line in danger Mura and Dráva historical border First steps of protection of the Mura-Dráva Life Line Birth of the proposed Danube-Dráva-Mura Biosphere Reserve FUTURE OF THE MURA-DRÁVA REGION THROUGH THE PROPOSED BIOSPHERE RESERVE Meaning for the Mura-Dráva Region Biosphere reserves Zones of biosphere reserves and their functions TOURISM DEVELOPMENT IN THE MURA-DRÁVA REGION Market trends in tourism Nature- and eco- and sustainable tourism Sustainable tourism Sustainable tourism Convention on Biological Diversity Eco-tourism Environmental Benefits of Eco-tourism Social Benefits of eco-tourism Economic Benefits of eco-tourism

14 6.3 Target groups Nature, rural and eco-tourists Cultural tourists Independent travellers Cycle tourists Tourists visiting Eastern Europe Charakterisation Needs and wants Demands and preferences Accommodation preferences Tourism potentials of the Mura-Dráva Region Unique selling point Potential tourist income Tourism-generating countries Chances for successful tourism development Challenges and risks for tourism development Connecting factors for tourism development Target tourism category rural tourism Development concept The project region Principles of development Opportunities and challenges for tourism in protected areas Example nature tourism in the transboundary national park Neusiedler See (Austria) - Fert-Hanság (Hungary) Model for sustainable tourism development in the Mura-Dráva Region The touristy product How to start - one core area with two magnets Tourism in the proposed Mura-Dráva-Danube Biosphere Reserve Core Zone: Tourism on the river Buffer Zone: Tourism by the river Transition zone: Tourism along the river Six pillars of development Involvement of the public Content of the tourist product...95 Transborder experiences...95 Tourist infrastructure...95 Services and regional products

15 Accommodation...96 Promotion and sales Management and private initiatives Education Financing Coordination Stakeholders Networking of best practice Stages of implementation European Charter for Sustainable Tourism Starting projects Visitors guidance Activities and experiences Nature experience and species observing by zoning and guiding Observing hides Observation towers Hunting ban Eco information center Science tourism for self-sufficient renewable energy supply Sensitive traffic development Private car traffic Public transport Suggestions for development of train service Suggestions for development of bus service Rural tourism in the villages Identity and program On offer for guests Strengthening the local economy Production and sales Tourism in the Rhön Biosphere Reserve as an integral part of the regional development strategy Staying in a Pannonian farm house Marketing with accomodation- and eco-labels

16 7 PROMOTING BICYCLE TOURISM THROUGH THE MURA-DRÁVA ROUTE Bicycle tourism Target Group Types ofbicycles Behavour Expectations Economic value Trends Developing the Mura-Dráva Route Current situation EuroVelo and Iron curtain trail EuroVelo Iron Curtain Trail Model for the Mura-Dráva Route Route selection and basic technical criterias Guidelines Guiding principles Safety Accessability for all Coherence Directness and convenience Attractiveness and comfort Shared paths Minimising impacts to environmental and nature Surfacing Transborder umbrella brand and corporate design Logo and slogan Corporate colour and architecture Marketing and information material Recommended signing system Signing elements Signing for cyclists Key signing issues Sign location and maintenance Signing hierarchy Starting points and borders Bicycle network of the Mura-Dráva Region

17 Essential associated infrastructure and service Route informations, map, marketing and publicity Route and visitor information on the trail Rest, refreshment and toillet facilities Playgrounds Cycle parking and repair facilities (Private) Bicycle tourism service Biker-Service-Hotline UTM- Coordinates for GPS-Navigation systems Bike- and luggage-taxi Bike rental outlet system Organized bicyle tours Bicycle-friendly accommodation and catering Implementation Planning and coordination issues Stakeholder partizipation Public-private partnerships Voluntary work and international workcamps Maintenance programmes Surfacing maintenance Surface cleaning Vegetation maintenance Suitable maintenance equipment Signposting maintenance and digital trail-management Cycle reviews and bicycle(safety) audits Steps to the Mura-Dráva Route and Financing Implementation priority Example of implementation of a nature friendly bicycle-and walkingnetwork PROMOTING EQUESTRIAN TOURISM IN THE MURA-DRAVA REGION Equestrian tourism in the Mura-Dráva Region Regional equestrian route Integrated equestrian trail Online information Competition horse-friendly Commune

18 9 Managing water tourism on Mura and Drava Water tourism in the Danube-Dráva National Park Impact on nature of canoeing Minimising possibilities Navigation agreements and regulations Guiding infrastructure Signposting Solar boats Marketing - image and brand development in the Mura-Dráva Region What s missing in the hitherto existing marketing Marketing strategy Umbrella brand concept of the Mura-Dráva Region German umbrella brand VIABONO The Mura-Dráva flooplain as a PAN Park Destination management Cooperations for tourism development in the Mura-Dráva Region TO DO! - Contest Socially Responsible Tourism Model region for self-sufficient renewable energy supply DISCUSSION 12 GLOBAL CLIMATE CHANGE THREAT FOR CROATIAN TOURISM AND CHANCE FOR THE MURA-DRÁVA REGION CONCLUSION 13 SUSTAINABLE TOURISM A CHANCE FOR PEOPLE AND NATURE ALONG MURA-DRÁVA BIBLIOGRAPHY PICTURE CREDITS APPENDICES I: EU-Funds for tourism development along Mura and Drava in Natura 2000 sites.247 II: Describtion of important (ECO) labels for accomodation III: Cooperation partner and External adviser organisations VITA

19 LIST OF FIGURES Fig. 1: Mura-Dráva Region in the European Green Belt Fig. 2: Overview of the Mura-Dráva Region with for the project important cities Fig. 3: The structure of the landscape consists of three elements Fig. 4: Wineyards Fig. 5: Street village Fig. 6: Mura mouth into the Dráva Fig. 7: Dráva oxbow by Kriznica Fig. 8: Gravel banks at Molve Fig. 9: Massive sediment extraction on the Dráva Fig. 10: Regulation work on the Dráva Fig. 11: The proposed transboundary Danube-Dráva-Mura Biosphere Reserve Fig. 12. Functions of biosphere reserves Fig. 13: Zonation concept of biosphere reserves ( Fig. 14: Sustainable tourism Fig. 15: Reasons and resistance for holidays in Eastern Europe Fig. 16: Rural life Fig. 17: Rural Baroque Fig. 18: Mura mill Fig. 19: Naive art Fig. 20: Traditional houses are exposed to decay Fig. 21: New villas without regional architecture, which disband the regional identity Fig. 22: Refuse dumps close to Mura and Dráva Fig. 23: The rural tourism concept Fig. 24: Preservation of Mura and Dráva through the European Green Belt project Fig. 25: European stork village Velika Polana and Osijek Fig. 26: Kopački-Rit Nature Park Fig. 27: Combined tours with canoe and biking Fig. 28: Bird-watching on the river Fig. 29: Canoe-tourists bring very little benefits to local people Fig. 30: Every village has a place on the riverside Fig. 31: Along Mura and Dráva by bike, on horse back or hiking Fig. 32: Important stakeholders fort he working group Fig. 33: Nature trail Fig. 34: Interactive element for experience trail Fig. 35: Landscape frames highlighting the beauty 19

20 Fig. 36: Hides have to fit to the surroundigs Fig. 37: Hides can be built with willow cuttings Fig : Different observing tower s layout Fig. 42: Suggestions for developing of public transport in the Kopački-Rit Nature Park Fig. 43: Suggestions for public transport in the Mura-Dráva Region Fig. 44: bicycle trailer Fig. 45: Bus bicycle stand Fig. 46: Old farm house Fig. 47: Decorated old farm house Fig. 48: Sleeping in a hey-hotel Fig : Wide range of bicycle types with different requirement Fig: 53: Mura-Cycle Trail Fig. 54: Dráva-Cycle trail Fig. 55: Dráva-Route Legrad-Pitomaca Fig. 56: Planed Mura-Dráva Route Fig. 57: EuroVelo Network Fig. 58: Iron curtain trail Fig. 59: Coloured surfaces of bicyle trails Fig. 60: Bicycle trail routing under bridges Fig. 61: Die Grenzroute The Border-Route Fig. 62: Transborder bridging with ferry service Fig. 63: New bridges are with its unique design part of the cultural landscape Fig. 64: Hand-operated crank handle ferry Fig. 65: Draw bridges, where there is occasional boat traffic Fig. 66: Safe bicycle trail on a bridge Fig. 76: Biking through corn-corridors is not attractive Fig. 77: Green corridors with hedges are a solution for bikers and nature Fig. 78: Fruit trees row Fig. 79: Sharedbicycle trails, footpaths and bridleways Fig. 80: Bridle ways can complicate the utilisation by pedestrians and bikers Fig. 81: Sharedbicycle trails, footpaths and bridleways in along fields Fig. 82: Sharedbicycle trails, footpaths and bridleways in woodland Fig. 83: Bicycle trails on embankments enable nice views in the floodplain Fig. 84: Behind of embankments, riding is very boring Fig. 85: Riding behind the embankment can be a routing for the beginning Fig. 86: Tractor pathways enable a swift and comfortable advancement Fig. 87: Construction of a tarmac tractor pathway 20

21 Fig. 88: Red benchs in green landscape Fig. 89: Red bench and blue sky Fig. 90: The Danish bicycle signing system Fig. 91: Junction point-network Fig. 92: Honeycomb-marking Fig. 93: Tourist information along the route Fig. 94: Bicycle booklet in cooperate design Fig. 95: Inteactive map of the European Green Belt Fig. 96: Interactive map of the Elbe-river Trail Fig. 97: Interactive map of Europe-Bicycle Trail R1 Fig : Interactive maps of Danube Bicycle Trail Fig : Different types of informations boards for route information on the trail Fig : Signposting with accessibility for all and cooperate design Fig. 106: No main infrastructure in the floodplains. Fig. 107: Robust infrastructure Fig : Infrastructures cooperate design `river wave` Fig: : Eye-cather infrastructure Fig. 113: Catering service for bicycle tourist Fig. 114: Conversion from agricultural buildings for touristy offers Fig. 115: Picnic place with the cooperate design `river wave` Fig. 116: Picnic place built with willow cuttings Fig. 117: Mobile toilets fiting into the landscape Fig. 118: Playgrounds can combinate the topics river, water and boat Fig. 119: Children cable ferry Fig. 120: Short term storage facility Fig. 121: Long term storage facility Fig. 122: 24h-repair-facility at the Graz mainstation Fig. 123: Bike- and Luggage-Taxi Fig. 124: Public bike rental outlets in Brussel (Belgium) Fig : International workcamp from the European Nature Heritage Fund Fig. 127: The Green Beltbicycle Tour 2009 Fig. 128: Carriage-driving day-tour Fig. 129: Pony trek Fig. 130: Family holiday with carriage Fig. 131: Equestrian tourism brings an income in wintertimes, too. Fig. 132: Water tourism on the river Dráva Fig. 133: Footbridges facilitate comfortable boarding 21

22 Fig. 134: Fig. 135: Fig. 136: Fig. 137: Fig. 138: Fig. 139: Fig. 140: Fig. 141: Fig. 142: Fig. 143: Fig. 144: Fig. 145: Fig. 146: Footbridges preserve the banks Bivouac-sites preventing negative consequences of wild camping Canoe huts Ccampfire locations Barbecue sites Current boat of the Kopachki-Rit Natur Park Solar boat on the Thunersee Water bikes for gravel pits and bayous Polygeneration in the town of Güssing Solar hot water system for campsite. Electricity generation through solar cells Energy from biomass Biogas-reactor 22

23 ABSTRACT WITH KEY WORDS Deuster, Wolfgang Thesis, Promoting Conservation of the European Green Belt through Sustainable Tourism - Suggested measures for Tourism Development in the proposed transboundary Mura- Dráva-Danube Biosphere Reserve in Slovenia, Hungary and Croatia as a Model-Region for the EU-INTERREG III B CADSES Project European Green Belt Typed and bound thesis, 309 pages, 146 figures, 1 table in Appendix, 2007 The Iron Curtain was a brutal divide between east and west Europe for decades. A sideeffect of this division was the conservation of an amazing natural heritage. The support of its protection is the aim of the EU-INTERREG III B CADSES Project European Green Belt. Two rivers, the Mura and the Dráva, which constitute the borders between Slovenia, Hungary and Croatia, flow through the area for more than 200 km. Their floodplain is of importance to the whole of Europe and should be developed sustainably by means of a transborder biosphere reserve. Given the weak economic starting-point (with high rates of unemployment and migration into cities, especially among younger parts of population), it is necessary to support conservation and sustainable regional development. The development of sustainable tourism will generate regional income and create new jobs. This visible value created by tourism will increase levels of acceptance among the local population, politicians and tourists for conservation measures such as the development of a biosphere reserve and the Green Belt initiative. However, the basis for the development of rural and bicycle tourism consists in raising awareness among the local population of the economic potential and changing expectations of tourists. The Mura-Dráva Region offers excellent potential for rural tourism, especiallybicycletourism. But tourists requirements are increasing and changing more and more quickly. However the population is not aware of either of these. This thesis tries to communicate these aspects to the regions actors. 23

24 Therefore the relevant potentials of the Mura-Dráva Region for tourism are briefly described and evaluated. The product of rural tourism is presented and five principal ideas show how to start the development of sustainable tourism within the region. The develolpment measures for the two visitor-attractions Rural tourism in the villages and `Staying in a Pannonian Farm house are described. Because of the special importance ofbicycle-tourism, detailed suggestions for successful development of the Mura-Dráva Route are given. Those three topics provide an example of how to develop sustainable tourism in the Mura-Dráva Region as a model region for the EU-INTERREG III B CADSES Project European Green Belt. Author: Dipl.-Ing. (FH) Wolfgang Deuster Am Südpark 36, D Alsdorf, wolfgang.deuster@bund.net Candidate for the degree of M. Sc. Landscape Architecture Date of submission: Major Professor: Prof. Erich Buhmann Director of the Master of Landscape Architecture Program of the Anhalt University of Applied Sciences (Germany) MLA Program, Solbadstraße 2; D Bernburg Second Examiner: lic. iur. Boris Madjeric Project collaborator of the University of Applied Sciences Rapperswil (Switzerland) and of the tourism board of the community Pitomača (Croatia) as well as of the Croatian Dráva Route Alte Steinacherstrasse 25, CH-8804 Au submitted to Anhalt University of Applied Sciences MLA Program, Solbadstraße 2; D Bernburg Keywords Sustainable Tourism, Eco Tourism, Biking Tourism, Bicycle Tourism, Bike Tourism, Dráva, Dráva, Mura, Mur, European Green Belt, Sustainable Regional Development 24

25 INTRODUCTION The task of this thesis The Iron Curtain devided brutal east and west Europe for decades and conservated thereby a amazing natural heritage. The support of its protection is the aim of the EU- INTERREG III B CADSES Project European Green Belt. Two rivers, the Mura and the Dráva, which constitute the borders between Slovenia, Hungary and Croatia, flow through the Green Belt area for more than 200 km. Their floodplain is of importance to the whole of Europe and should therefore be conserved and developed sustainably by means of a transboundary biosphere reserve. Starting from a weak economic position (with high rates of unemployment and migration into cities, especially among younger parts of population), it is necessary to support conservation and sustainable regional development on the same time together. The development of sustainable tourism thus plays an important role. It will generate regional income and create new jobs. This touristic valorisation will increase the acceptance among the inhabitants, politicians and tourists of conservation measures such as the development of a biosphere reserve and the Green Belt initiative. The Mura-Dráva Region offers excellent potential for rural tourism, especiallybicycletourism. But tourists requirements are increasing and changing more and more quickly. However the population is not aware of either of these. Both must be better communicated to the regions actors. This thesis should contribute to this. Expected results Thesis: The foundation for the development of rural andbicycle tourism in the Mura-Dráva Region consists in raising awareness among the local population and regional agents of the economic potential of tourism and of the changing requirements of tourists. The relevant potential of the Mura-Dráva Region for tourism will thus be briefly described and evaluated. The tourism product of rural tourism will be presented and five principal ideas will show how to start the development of sustainable tourism within the region. Potential development-measures for the two visitor-attractions, Rural tourism in the villages and `Staying in a Pannonian Farm house, will be described. Because of the special importance ofbicycle-tourism, detailed suggestions for the successful development of the Mura-Dráva Route will be given. Those three topics will provide an example of how to develop sustainable tourism in the Mura-Dráva Region. 25

26 26

27 0 LITERATURE REVIEW German MAB National Committee (Ed.) (2005): Full of Life UNESCO Biosphere Reserves Model Region for Sustainable Development Abstract UNESCO biosphere reserves are Full of Life. Since 1971 the UNESCO Programme Man and the Biosphere (MAB) has claimed that it designs and tests models for future development with local people involved. Throughout the world, different paths are followed in 440 model regions, which UNESCO calls biosphere reserves. This leads to solutions that are both innovative and follow traditions that have proved their worth locally and that can often be transferred to other regions. Very often, these solutions function as an important basis for political decisions because they give equal consideration to ecological, economic and social aspects in an exemplary fashion. In Biosphere Reserves people put sustainable development into practice: economic, ecological, social and cultural objectives are pursued, conserving precious natural spaces in the process. People are opening up new opportunities for today and are taking responsibility for future generations. This book depicts the current state of development in the individual areas, visions and very concrete ideas as well as the new direction and potential of the MAB Programme and the biosphere reserves themselves for shaping the future. The generally valid guidelines for the conservation, care and development of these areas are explained. Various project examples from practice and research bear witness to the living implementation of the Programme in the German UNESCO biosphere reserves. IUCN (International Union for Conservation of Nature and Natural Resources) (Ed.) (2006): The Green Belt of Europe - From Vision to Reality Abstract The European Green Belt has the vision to create the backbone of an ecological network, running from the Barents to the Black Sea that is a global symbol for transborder cooperation in conservation and sustainable development. This initiative spans the historic course of the Iron Curtain in Europe and its analogous extension in Fennoscandia, serving as a reminder of the barriers that have separated Europeans in past and present times. The Green Belt has the potential to contribute to the implementation of different international agreements and legislations, e.g. the Natura 2000 and Emerald Networks, Article 10 of the EU Habitats Directive and the establishment of a Pan-European Ecological Network. 27

28 Overall the Green Belt offers an exceptional tool to support Europe s natural and historical heritage that can help to draw attention to rural border areas and thus can enhance sustainable regional development in these border regions. Thus new sources of income can be opened up and increase opportunities for the socio-economic development of local communities. The Green Belt has the potential to better harmonize human activities with the natural environment and foster transborder cooperation between people, regions and neighbouring countries. On this basis the Green Belt can enhance cooperation between the old and new EU member states, across the new EU borders or the still sensitive borders in South Eastern Europe. It offers a great chance to highlight the importance of ecological networks in truly linking people and nature. This book is intended to provide the first solid basis of background information on the European Green Belt. It deals with the political implications of the Green Belt from the international level to its practical importance on a community level and gives an overview on the situation in the different sections and regions along the Green Belt. In addition, it contains practical advice for the implementation of activities, which is illustrated by a series of case studies. The book is addressed to policy makers, stakeholders in governmental and non-governmental organizations from international to local levels and to those interested in the Green Belt. It can contribute to steering activities on a political and practical level, to drawing up concepts and can aid in the practical implementation of projects. Philip Insall (Sustrans Ltd.) (Ed.) (2002): EuroVelo - the Europeanbicycle route network - Guidelines for Implementation Abstract EuroVelo, the Europeanbicycle route network, is a project of the European Cyclists' Federation to develop 12 long-distancebicycle routes crossing the whole continent of Europe. These "EuroVelo Guidelines for Implementation" share good practice with route developers across the whole of Europe. The guidelines are outlining the standards by which internationalbicycle routes should be created and give a proper basis for development of what will surely become the first truly sustainable Trans-European Network. The guidelines list the best existing technical practice from 12 countries (both within and outside the EU) and at European level like the British Nationalbicycle Network guidelines and the IHT/CTC publicationbicycle Friendly Infrastructure. They thus provide a coherent framework for development of both on-road and greenwaybicycle routes, while endorsing the appropriate local standards. 28

29 UNWTO (Ed.) (2004): Rural Tourism in Europe: Experiences, Development and Perspectives Abstract UNWTO considers that there is an important market potential for rural tourism. With an expected growth rate of around 6% rural tourism is developing faster than the overall growth rate for international tourism arrivals. Due to its special importance for the European region, the book focus on three major issues: To contribute to a better understanding of rural tourism and to offer additional tools for planning and execution of initiatives. To enhance the importance of rural tourism in the agendas of governments and international organizations and to generate political and financial support for the development of rural tourism. 29

30 30

31 1 MATERIALS AND METHODS 1.1 Key data and information sources I made a query for interesting literature on the comprehensive database `DNL - online of the German Federal Agency for Nature Conservation (Bundesamtes für Naturschutz - BfN). The search key Tourimus / `Tourism`gave for the years / 119 hits, of which 170/ 56 may be interesting for this topic. ( ). Next, the websites of United Nations Environment Programme (UNEP), the World Tourism Organisation (WTO), the World Conversation Union (IUCN) and the European Cyclists' Federation (ECF) are important sources, too. In addition to that literature, many online sources about eco-, sustainable, rural andbicycle-tourism provided substantial information during the process of the research. During a three week bicycle-tour through the Mura-Dráva Region in Slovenia, Hungary and Croatia, regional professionals working in conservation, tourism and regional development were interviewed. There will also an intensive exchange of ideas and informations as well as discussion during the thesis development. 1.2 Method of inquiry I have been active in conservation for 18 years, and for the last two years have worked in the office of the German National committee of the UNESCO Programme `Man and the Biosphere` (MaB), through the Federal Agency for conservation. This experience not only offers me the opportunity not only to advance my professional carrier, but has also allowed me to gain knowledge, experience and contacts useful for this thesis. Discussions with colleagues and meetings with the Friends of the Earth Germany and European Nature Heritage Fund (Euronatur) influenced the development and focus of the master s thesis topic. Throughout its progress, landscape architects, ecologists and regional planners - both local specialists and those in Germany - will be consulted. Through many bicycle-tours in Germany and abroad, most of the time along rivers (e.g. Rhine, Danube and Elbe), I was able to collect very many interesting ideas for developingbicycle-tourism. The three week bicycle-tour through the Mura-Dráva Region in Slovenia, Hungary and Croatia brought lots of important information. Especially useful were the intensive consultations with regional professionals working in conservation, tourism and regional development. 31

32 I then had the privilege to met Michael Cramer in Brussel, a Green Party member of the European parliament, who had the idea of the Iron Curtain Trail. During the development of this thesis I will already lecture of my first ideas and results on the workshop-meeting of the working package 2 Developing sensitive traffic and sustainable tourism of the EU-INTERREG IIIB CADSES Project European Greenbelt. This will be another opportunity to exchange ideas with relevant actors. My supervisors advice will be a valuable resource throughout the thesis production, too, particularly that of the second examiner, who for years has been very active in the promotion ofbicycle-tourism in the Mura-Dráva Region. 32

33 RESULTS 2 THE EUROPEAN GREEN BELT VISION The European Green Belt inititative has the vision to create the backbone of an ecological network that runs from the Barents to the Black sea, spanning some of the most important habitats for biodiversity and almost all distinct biogeographical regions in Europe. By following a course that was in large sections part of the iron curtain - the former east-western border and one of the most divisive barriers in history - it symbolizes the global effort for joint, cross border activities in nature conservation and sustainable development. (...) A Green Belt network of protected areas will contribute to the conservation of biodiversity first of all by harmonizing management methods on both sides of the border. The Green Belt connects National Parks, Nature Parks, Biosphere Reserves and transboundary protected areas as well as non-protected areas along or across borders. Fig. 1: Mura-Dráva Region in the European Green Belt (IUCN, p. 6) Moreover, the initiative shall serve to better harmonise human activities with the natural environment, and to increase opportunities for the socio-economic development of local communities by supporting regional development initiatives based on nature conservation. The Green Belt has grown to be a formidable marketing instrument for protected and nonprotected areas in border regions and for the people that try to find strategic synergies with important economic goals, for example in tourism. Natural and cultural landscapes gain more and more importance as an asset in tourism marketing. Infrastructure integrated in the cultural background of the region, marketed with the local characteristics and products can lead to strong profiles and sustainable income. (...) The Green Belt is focussing on some of Europeans most impressive and fragile landscapes and has the chance to take one of the world's leading symbols of human division and transform it into a model of sustainable development in Europe (IUCN, 2006, p. 8-11). 33

34 3 EU-INTERREG III B CADSES PROJECT EUROPEAN GREEN BELT The EU-INTERREG III B CADSES-Project has as its goal the protection and economic development of the longest habitat system in Europe, known as the European Green Belt. The border areas constitute a structurally weak and mostly under-developed region, a relatively neglected area with high levels of unemployment rate and facing problems caused by emigration. The European Green Belt project intends to show how the natural treasures of these areas can be used for intelligent and sustainable development. In particular, the promotion of sensible traffic-flow and tourism will increase the competitiveness of the different regions by developing infrastructure and creating jobs through the influx of small and medium enterprises, thus increasing the motivation of the local populations to remain within their regions. The transborder approach of the project should strengthen social cohesion between the people involved throughout the region. this is especially true since people who for decades during the time of the Iron Curtain could not come together can now meet and cooperate. The Green Belt is intended to become a "brand" for products, services and activities that enhance local and regional sustainable development and conservation. The active marketing of regional products and services will have positive effects on employment and social cohesion, and the PR initiatives will raise the region s international profile and encourage marketing within the tourism industry. The Green Belt will raise the awareness of the importance of the protection of natural landscapes as a basis both for future development and for the strengthening of European identity (IUCN 2007). For the Mura-Dráva Region, the following expected outputs (according to IUCN 2007) of the European Green Belt project are relevant for the promotion of tourism : transborder feasibility study Sensitive traffic development of the (former) border regions on the Green Belt with pilot project proposals transborder feasibility study Involvement of the local population in Green Belt tourism strategy for transborder tourism marketing on the Green Belt 70,000 Green Belt PR and promotion package in 8 languages with the Green Belt corporate design and a website showing a virtual journey through the Green Belt Pilot projects: 3 thematicbicycle trails with additional 700 km of signpostedbicycle trails along the Green Belt. Cycling guide brochures in 4 languages by March

35 In Croatia, the European Green Belt aims to have the following long-term impacts (after IUCN 2007): sustainable protection of the Croatian Green Belt as one of the backbones of the European natural heritage in Southern Europe sustainable traffic-management and the promotion of tourism in the respective areas in Croatia raising awareness among Croatian citizens, politicians, planners and other agents in the field of the role of natural heritage in regional development increasing people s desire to live/ stay in the Croatian Green Belt areas by integrating them into the planning and development process, and by improving their economic situation, particularly with respect to employment encouraging regional as well as transborder communication and co-operation between different stakeholders extending the Green Belt Network into the Balkans in order to ensure conservation and sustainable development of the Green Belt, bringing together the natural heritage of different European countries improvement of mutual understanding across borders and deepening of transborder regional identity One concrete result will be a feasibility study for the development ofbicycle trails along the Croatian borders (particularly along the Mura and the Dráva), including recommendations for pilot projects. This thesis should contribute to this by setting out some of its basic requirements and further ideas for its development. 35

36 36

37 4 THE MURA-DRÁVA REGION 4.1 Characterisation of the region Two rivers, the Mura and the Dráva, flow through the European Green Belt and constitute more than 200 km of the border between Slovenia, Hungary and Croatia. Fig. 2: Overview of the Mura-Dráva Region with for the project important cities (in red) (Madjeric 2007) 37

38 Fig. 3: The area includes three main geographical elements (Cyrill & Keller 2002, p. 6): Wineyards and woods on the Bilogora hills Agricultural landscape and villages in the Podravina plain Mura and Dráva floodplain Fig. 4-6: Wineyards, typical street village, Mura- Dráva Confluence (Euronatur 2006) 4.2 Mura and Dráva an European life line in danger The area of the Dráva floodplain with the lower stretches of its main tributary the Mura constitutes some 380 km of free-flowing, relatively natural watercourse, forming the largest remaining floodplain area all of Europe of 59,190 hectares; together with the adjacent Danube areas they constitute a wetland system of about 100,000 hectares (Euronatur 2007). These stretches retain many dynamic features such as eroding cliffs, shifting sand and gravel banks and river islands; oxbow lakes, branches and side-channels in areas of living floodplain, rich wetlands and floodplain forests. For decades the river and its wildlife were inadvertently protected by Cold War policies: boating was illegal, access was rare and border patrols had orders to shoot on sight. The almost complete absence of people created an area with great biodiversity with several endemic species. Many of the Dráva- Mura habitats and species are rare, endangered or threatened throughout Europe: species such the little tern, which beside the Dráva has only a few other breeding places in Europe (Dráva League 2003). The Mura and Dráva create a corridor for nature across Central Europe and also connect the Alpine and Pannonian bio-geographical region and the Lower Danube system with the Black Sea. 38

39 The Dráva is one of the most natural rivers in Europe; in its middle and lower reaches, its habitats are unique, with several endemic species and assemblages of flora and fauna which can be seen only here. The most natural and unspoiled section of the Dráva is the section from Donja Dubrava in Croatia to Barcs in Hungary. The extensive river-regulation works of the Nineteenth Century proceeded no further upstream than Barcs and - thus far there are no dams in this stretch. Because of this area s natural riches, it is also the most vulnerable to degradation (Dráva League 2003). A good overview of the Dráva Basin giving the websites of the International Commission for the Protection of the Danube River ( Dráva - the green heart of europe ( European Life Line Mura-Dráva ( and Dráva League News ( Fig. 7-8: Dráva oxbow at Kriznica and gravel banks at Molve (Dráva League 2007) The little tern s presence is one of the best indicators for well-preserved river stretches, where the river is able to erode its banks and create a wide riverbed with shifting gravel and sand banks freshly deposited after high water periods. Today, the distribution of the tern along the Dráva, totalling not more than 15 breeding pairs, is limited to the Dráva s free flowing lower course along the Green Belt [see figure 9]. Such habitats are also used by other birds: the common tern (Sterna hirundo), common sandpiper (Acitis hypoleucos), the little ringed plover (Charadrius dubius) and stone-curlew (Burhinus oedicnemus) (IUCN 2006, p. 112). 39

40 Fig. 9: Distribution of the little tern along the Dráva river and along rivers in Europe (IUCN 2006, p. 112) Ongoing river channelling and sediment extraction activities by Croatian and Hungarian water management authorities are seriously threatening the last remaining colonies of the little tern along the Dráva. Human disturbance (boating, angling) is also an increasing threat. The survival of the last breeding pairs of the little tern along the Dráva is very uncertain if water management in Croatia and Hungary is not adapted to modern approaches and shifted from river regulation to river restoration (IUCN 2006, p. 112). Fortunately the ecological importance of the Mura and Dráva are becoming more and more widely recognised. Plans for further hydropower dams along the two rivers have been stopped for the time being: such dams would be likely to disturb the flow of the rivers, leading to the loss of this backwater system with its ecological features and the high levels of biodiversity. Neither of the rivers is pristine; both have been damaged by meander excision, regulation work and massive sediment extraction; but they remain dynamic, free-flowing rivers, and it is now known that fluvial dynamics is the main driving force of ecological dynamics. 40

41 Fig. 9-10: Massive sediment extraction and regulation work on the Dráva (Dráva League 2007) Rare and beautiful birds like ferruginous duck (Aythya nyroca), little tern (Sternula albifrons) and bee eater (Merops apiaster) can become public flagships for conservation measure and valuable marketing tools for the tourism (see chapter 10). 4.3 Mura and Dráva historical border Rivers and mountain ridges have often been used as natural boundaries, creating political borders. Ecologically, geographically and often also culturally, the whole rivervalley or mountain massif forms an integrated unit and both sides - now in different countries and subject to different regulations - have many common features. Today, where a river forms the border, the political limits of a state are usually defined as the centre-line of the river, and the riverbanks are stabilised by embankments and concrete reinforcement. The important natural dynamic of the river morphology has been constrained and the steady flow of sediments interrupted. There are cases where the river was established as the borderline by a historical decision, but the river s course has since altered through natural fluvial processes, over successive years or even centuries. The delineated border has not been changed, so that the river now flows in some places entirely in one country, in other places entirely in the neighbouring country. The present river-course and the border no longer coincide. The current political border is marked by the old riverbed and is often visible in the countryside as wet depressions, oxbow-lakes or old river branches (Euronatur 2007b). 41

42 A very good example of this phenomenon is the Danube-Dráva-Mura corridor, traversing Austria, Croatia, Hungary, Slovenia and Serbia-Montenegro. The most interesting part is the Croatian-Hungarian border, about 180 kilometres in length. The border was delineated a thousand years ago, but as early as 1102 AD, Croatia accepted the Hungarian king, and the two kingdoms were united. However, the border, along the old riverbed of the Dráva, survived this and all the other political changes of successive centuries: it was recognised even during the Austrian-Hungarian Empire and remains the same today. As a result of the process of divergence between the river and the border, many small national enclaves today exist along the Rivers Danube, Dráva and Mura - state-owned territories that are difficult to access from the main body of the state on the other side of the river. In some cases farmers use small local ferries to cross the river, because their land on the other side is inaccessible by road. However, in most cases these isolated enclaves of land have been neglected, becoming unique wilderness areas. Here rare species such as White-tailed Eagles and Black Storks can breed safely, and virgin forests have developed on the flooded banks of the rivers. During the Cold War, this border region formed part of the `Iron Curtain and most of the floodplain - a broad corridor up to five kilometres wide - was not accessible to the public. Wildlife thrived and natural fluvial dynamics formed one of the most diverse stretches of river in Europe. The Dráva-Mura river-system now runs for over 350 kilometres, from Austria (Spielfeld, Bad Radkersburg, Radenci) to the Danube (Osijek, Apatin). Upstream 27 dams were built on the Dráva and 15 on the Mura, but the free running rivers form a unique corridor running through five countries: the European lifeline Mura Dráva which needs the security of transfrontier protection (Euronatur 2007b). In a changed political climate, the challenge is to maintain the high biodiversity and beautiful riverine landscapes which thus survived. The Dráva-Mura corridor is an integral section of the European Green Belt, a proposed network of protected and surrounding landscapes along the route of the former Iron Curtain, and this initiative provides further support for protecting the rich natural lands and waters of the Dráva-Mura (IUCN 2006, p. 111). 42

43 4.4 First steps of protection of the Mura-Dráva Life Line Until 1990 little was known about the flood plains in former Yugoslavia. The first international actions initiated by the Council of Europe and the International Council for Bird Preservation to promote the specific importance of these riverine ecosystems did not mention the unique wetlands of the Dráva and Sava Rivers. At the same time international programmes and funds started to destroy the largest alluvial wetlands existing at this time in Europe at the Sava River. At the Dráva River, the chain of hydropower dams had reached already the last parts of the furcation zone in Croatia and further dams were planned. Without any international help, still during socialist times scientists and local people struggled against the construction of dams along the Dráva and Mura River. In the 1980s, the Mura was saved in Slovenia, as local people pointed out the importance of the living river for the regional culture. The people of the Prekmurje - translated Beyond the Mura - did not accept to be separated of the rest of the country by reservoirs and dams. This local protest was so strong, that the Mura was preserved as the still natural prolongation of the Dráva. A different situation preserved the Dráva below the last hydropower dam Dubrava, built in 1989, and upstream of the conjunction with the Mura. Croatian and Hungarian foresters protested against the new Djurdjevac dam and were strong enough to hold the project until the fall of the Iron Curtain. Then NGOs in Hungary proposed the establishment of the National Park Danube Dráva and in l991, the Hungarian Government decided to create the Danube-Dráva National Park (SCHNEIDER-JACOBY 1996). In 1991, the Hungarian parliament created the Danube-Dráva National Park to protect the two rivers and preserve the surrounding environment, ending plans for a binational dam project. At the Rio Summit in 1992, the Croatian government proposed the Repas Nature Park to preserve the sliver of Croatian land north of the Dráva (Dráva League 2003). The upstream stretches of the Dráva and Mura Rivers in Austria are currently undergoing ambitious restoration, at a cost of some 12 million Euros including EU support, to create once again a natural river ecosystem. In addition Slovenia received international assistance to develop restoration projects for the Mura River. 43

44 Meanwhile the still intact lower stretches of the Dráva and Mura Rivers at the Slovenian - Croatian border - characterized by pristine floodplain forests, river islands, gravel banks and side branches - are being replaced by the Croatian Water Authorities with a lifeless, straight canal. Therefore the river is being protected in one place and destroyed in another - it makes no sense. In Austria the river Dráva and Mura is restored and in Croatia they are readily destroying what has to be payed so much to get back. (Dráva League 2003). There are no dams on the last 260 kilometres of the Dráva, but the physical Planning Programme in Croatia, which was enforced by the Ministry for Traffic in 2001 planned at the Dráva River four dams for energy production (DEG 2003a). Currently the planned new dam at Novo Virje on the most unspoiled sections of the river and bordering the Donau-Dráva National Park and the Repas Nature Park was assigned by the government. Otherwise it would create an accumulation-lake 26 kilometres long and destroy many valuable habitats. This plan was very dangerous and pressing threat to the survival of the Dráva as a corridor of nature. It contravenes many international agreements and is strongly opposed by the public and many Croatian and Hungarian organisations, by the Hungarian government and international NGOs including WWF and Euronatur (...). As planned, Novo Virje would generate 4% of Croatia s electricity needs: yet other studies show that currently 15 % of the electricity generated in the country is lost through inefficiency in the grid. This 4 % could be obtained so much more cheaply by overhauling the existing system [or with renewable energies (see chapter 11)]. But of course there is a lot of money to be made from dams for the developers. Not usually for the operators, not these big dams, anyway. And certainly not for local communities, as the people of Donja Dubrava, the site of the last Dráva dam to be built, will be quick to tell you (Dráva League 2003). This is a good result. Than the three-year-old Gabcikovo Dam on the Danube River shows, that it continues to devastate the river's once-flourishing alluvial plains. 44

45 The dam, built by Slovakia against the wishes of neighboring Hungary, has diverted 80 to 90 percent of the Danube's flow from the river's wetlands and floodplains, greatly disrupting the once dynamic ecosystem of Europe's largest river. New studies by the Slovak government show that, since the river diversion began, groundwater levels on both sides of the river have dropped several meters - an outcome that had been vigorously denied by project engineers. (...) The ecological impacts of the dam on the river and its floodplain (...) are the degradation to Hungary's wildlife habitat (the floodplain supported approximately 5,000 species - about half the known fauna in Hungary), fisheries (water diversions have reduced the local catch by 75 percent or more), productive farmlands (primarily from the loss of groundwater supplies and the increase in the cost of irrigation) and tourism (Dráva League 2003). 4.5 Birth of the proposed Danube-Dráva-Mura Biosphere Reserve Protected areas that meet across international borders provide important opportunities for collaboration between public, managers and scientists in neighbouring countries. Various terms are used to describe these areas - transboundary protected areas, transfrontier protected areas, and peace parks are the most common. These areas provide possibilities for promoting biodiversity conservation and sustainable use across politically divided ecosystems, while at the same time encouraging international collaboration in management, the sharing of experience and the sharing of information (WCPA 2007). Peace parks are about co-existence between man and man and man and nature and about partnerships between the public and private sectors. Peace parks are about promoting regional peace and stability, conserving biodiversity and stimulating job creation by developing nature conservation as a land-use option. (...) The objective of peace parks is to bring about sustainable economic development by way of eco-tourism [see chapter 6.2], which is the fastest growing industry in the world. The idea behind peace parks is thus to address poverty, caused by massive unemployment. It is using conservation as a land-use option. People living in and around the peace parks often have few alternatives but to exhaust the very resource base on which our survival depends. 45

46 The economic potential of peace parks lies therein that eco-tourism is a way to utilise these natural resources to the benefit of the people living in these areas, without depleting them. The natural assets will thus be protected because of their value (Peace Parks Foundation 2007). As the natural areas of the Mura-Dráva region are sensitive to unsustainable development a concept is needed to develop the region by presenting the values of the region without destroying them. During the last ten years international, national and regional efforts were undertaken to develop a common perspective for the sustainable development (Schneider-Jacoby & Reeder 1999). Following the collapse of Communism throughout Europe, Euronatur began building support among GOs and NGOs in the countries of the region Austria, Slovenia, Hungary, Croatia and extending across the Danube into the province of Vojvodina (Serbia and Montenegro, SCG) to establish a transboundary protected area along the river corridor. Several of the areas in this region are already protected or proposed for protection: linking these sites together could form a Transboundary Biosphere Reserve [see Fig. 11], based on the UNESCO concept of preserving and developing the natural and cultural heritage of large areas. Thus the whole south-eastern part of the Green Belt would be protected as one international protected area serving as a framework for regional development and mutual understanding (IUCN 2006, p. 5-6). In 1989 the proposal for a transboundary Biosphere reserve Danube-Dráva-Mura was the result of a two year consultation process with more then 40 experts from all countries financed through the PIN Matra Programme by the Dutch Government. The project was supported by the three Ministries for Environment of Croatia, Hungary and Slovenia. The creation of the vision has been used a case study in the EUROPARC Phare Expertise Exchange Programme. In 1993 the first Dráva Conference with the idea of a Biosphere Reserve Dráva-Mura met in Kaposvar. A long process of international conferences, capacity-building of NGOs and lobbying at regional, national and international levels began. In 1998, after the second Dráva conference in Radenci, the UNESCO supported the proposal, but despite UNESCO s support, institutions at a national level were not ready for such a progressive step, and took no action until recently. 46

47 Till today, the promotion of such as proposal is a unique chance for the countries to achieve international attendance and support for regional development and conservation based on best practice of the UNESCO (Schneider-Jacoby and Reeder, 1999). The concept that has developed over several years of consultations between interested parties GOs, regional and international NGOs, local and regional authorities - and is generally envisaged is a transboundary area where those communities connected with the river co-operate in its conservation and environmental strategies. This will be a region of harmonisation and appropriate income generation, such as specialised tourism with the requisite infrastructure and information links to associated cultural attractions. This meshes rationally and logically with the demands of the Water Framework Directive, namely encouraging a common perspective throughout the region; integrated river-basin management; public and stakeholder participation and recognising the importance of wetlands (Dráva League 2003). However the international NGO coalition consisting of the Dráva League, Green Action, Dráva Federation, DOPPS Birdlife Slovenia, Euronatur and WWF continued lobbying for the implementation of the biosphere reserve using the Little tern as the flagship species [see Dráva and Mura are high lightened as a top priority in particular in Croatia s National Biodiversity Strategy of All counties along the Dráva and Mura in Croatia have already included the protection of the rivers in their spatial plans. This is a great success for nature conservation and international cooperation in Croatia and emphasises the ommitment on local people and communities to establish and enforce the protection of the ecological important Dráva and Mura rivers. (...) Currently, Croatia is making big efforts in EU approximation, which also includes the protection and management of the Dráva and Mura within this international context. The EU member states Austria, Slovenia and Hungary have already protected or are proposing protection for the Dráva and Mura as part of the European ecological network Natura In addition, Serbia has already decided to include the Special Nature Reserve Gornje Podunavlje in the list of Biosphere Reserves in the country and on an international level.. Already more than 60 % of the concerned area is already protected, about 40 % are at least proposed for protection. Withit it is one of the biggest protected parts of the European Green Belt (IUCN 2006, p. 111). 47

48 At the moment,the WWF Danube-Carpathian programme [see www. and local partners are working to ensure that the development of the region is sustainable, that this priceless nature can continue to co-exist with the human inhabitants as they seek ways to better their lives. It is not only the natural heritage of this area, which is so special: a complex and often turbulent history has built an intricate cultural web, embracing many ethnic groups with their own traditions and values. In response, the WWF Danube-Carpathian Programme in cooperation with other NGOs have requested the Croatian government to immediately halt the nature of the region destroying activities, and to protect the Dráva and Mura Rivers as part of a transboundary protected UNESCO biosphere reserve. This would help Croatia to fulfil the EU nature conservation requirements on its further way into the EU [see Appendix III: WWF] (IUCN 2006, p. 112). 48

49 5 FUTURE OF THE MURA-DRÁVA REGION THROUGH THE PROPOSED BIOSPHERE RESERVE 5.1 Meaning for the Mura-Dráva Region The main objective of the Mura-Dráva Region has to generating income, creating jobs and hence improving the standard of living to a considerable extent, in order that the local population should wish to remain or return there. But at the moment the poor economic outlook is still leading to a decline in population. It is mainly the young that are leaving, such that a decline in the birth rate can already be observed. For the same reason, houses lie empty and farms are decaying. Only new business perspectives and additional sources of income can improve quality of life and prevent the flight from the countryside. The natural floodplain landscape of the Mura and Dráva has Europe-wide importance for conservation. At the same time it offers excellent potential for rural tourism, especiallybicycle tourism. It should therefore be protected with a transborder biosphere reserve guaranteeing sustainable development. Sustainable regional development and conservation thus have to supplement each other. The economic development that tourism brings should increase the acceptance of conservation-measures among the local people and tourists alike, as well as among politicians. This is one main intention of the transboundary Danube-Dráva-Mura Biosphere Reserve, proposed in

50 Fig. 11: The proposed transboundary Danube-Dráva-Mura Biosphere Reserve (Euronatur 2007a) 5.2 Biosphere reserves "Biosphere reserves are areas of terrestrial and coastal ecosystems promoting solutions to reconcile the conservation of biodiversity with its sustainable use. They are internationally recognized, nominated by national governments and remain under sovereign jurisdiction of the states where they are located. Biosphere reserves serve in some ways as 'living laboratories' for testing out and demonstrating integrated management of land, water and biodiversity. Collectively, biosphere reserves form a World Network. Within this network, exchanges of information, experience and personnel are facilitated. There are 507 biosphere reserves in 102 countries. The biosphere reserve concept can be used as a framework to guide and reinforce projects to enhance people's livelihoods and ensure environmental sustainability. UNESCO recognition can serve to highlight and reward such individual efforts. Designation of a site as a biosphere reserve can raise awareness among local people, citizens and government authorities on environmental and development issues. It can help attract additional funding from different sources. 50

51 At the national level, biosphere reserves can serve as pilot sites or "learning places" to explore and demonstrate approaches to conservation and sustainable development, providing lessons which can be applied elsewhere. (...) In the case of large natural areas which straddle national boundaries, transboundary biosphere reserves can be established jointly by the countries concerned, testifying to long term cooperative efforts (German National committee of the UNESCO Programme `Man and the Biosphere 2005, p. 12). 5.3 Zones of biosphere reserves and their functions After the German National committee of the UNESCO Programme `Man and the Biosphere (2005, p. 13) each biosphere reserve is intended to fulfil three basic functions, which are complementary and mutually reinforcing: a conservation function - to contribute to the conservation of landscapes, ecosystems, species and genetic variation; a development function - to foster economic and human development which is socioculturally and ecologically sustainable; a logistic function - to provide support for research, monitoring, education and information exchange related to local, national and global issues of conservation and development. To achieve the three functions, biosphere reserves are organized into three interrelated zones: core areas, buffer zones and transition zones: Fig : Functions and zonation concept of biosphere reserves (German National committee of the UNESCO Programme `Man and the Biosphere 2005, p. 13) 51

52 52

53 6 TOURISM DEVELOPMENT IN THE MURA-DRÁVA REGION 6.1 Market trends in tourism In Germany, complex investigations have been carried out into the motivations of target groups of the tourism and leisure industries. But they could be applied to all countries of Central Europe with similar living conditions. Changes in societal values are reflected in the desire to travel. While in the past relatively simple needs dominated, future tourism is increasingly linked with self-realisation. The need for something special is becoming increasingly prominent, and the requirements to fulfil this are increasingly ambitious. Most prominent is the desire for authenticity. The main motivation for holiday is still to take a rest, but from the beginning of the 90s, other motives such as enjoyment, socialising, movement and broadening one s horizons have become increasingly important. Now, in conjunction with the previous main motives (swimming, rest, culture) there is a complex web of motivations for travel. Here there is more intense enjoyment, relaxation in nature, physical and sporting activities, seeing new things, the experience of sensuousness, health and the sovereignty of time. Tourists motivations vary depending on their social and demographic characteristics (e.g. age, education, income group), their proclivities, personal and family needs (e.g. physical condition, children), the destinations to which they travel (e.g. sea or mountain) and the form of the accommodation required (e.g. hotel, farm, flats, caravan parks). There are appropriate possibilities for designing product ranges in line with the target groups orientation. In general, the tourist wants a holiday to involve contrasts and experiences which are clearly different from those of the everyday world. The tourist wants to experience something completely different. Besides activities and motivations, various trends can be seen in tourist demand among them, the individualisation of motives and the growing levels of expectation. Basic services such as accommodation, gastronomy and quality entertainment are taken for granted by the guests, and they expect additional services with high emotional experience value. The decisive social trend is that of individualisation as a reaction to globalisation.. The tourist needs to be given something unique, something which is inaccessible to others. Social and demographic class-affiliation is too coarse a means of classifying the tourist market of our day. Classical conceptions of market segmentation are almost no value at all for the determination of target groups. 53

54 For example. the precious known target group of older people (over 50) has split into partial groups and no longer forms a closed and homogeneous grouping, but has been divided into of a larger number of different target groups of "younger" and "older" senior target groups, those seeking health and experiences, lovers of sport and culture, seniors with greater or smaller incomes, couples and mature singles. This kind of subdivision can be observed in all the target groups, irrespective of whether it is a matter of cyclists or nature-lovers, culture enthusiasts or walkers, couples or young families. The dispersion of target groups requires specialised products which have been adapted to them. These products must be consistently oriented towards the selected groups (families, nature lovers, birdwatchers, cyclists, walkers). Apart from the basic amenities, guests also look for a special atmosphere and emotional experiences. For this reason innovations are sought, the contents of which consist of unusual experience, surprises and stimuli (ambiences, experiences, entertainment, adventure, uniqueness). This focus on the individual visitor can be achieved through the constant training of workers and the continued giving of information to the regional public, so that they can be acquainted with the needs of visitors. 6.2 Nature- and eco- and sustainable tourism "Eco-tourism is practised in relatively undisturbed natural areas, for the main purpose of admiring and learning more about them. Eco-Tourists are individuals who travel to relatively undisturbed or uncontaiminated natural areas with the specific objective of studying, admiring and enjoying the scenerey and its wild plants and animals, as well as any existing cultural manifestations (UNWTO 2007). However this understanding of ecotourism corresponds more to `German concept of natural tourism - every form of rest and recreation connected with nature - and not to the more narrowly defined concept of eco-tourism, which is at the same time sustainable. That is, many forms of nature tourism may not be sustainable. Responsible travel to natural areas that conserves the environment and improves the well-being of local people" is the defintion of eco-tourism provided by the international eco-tourism society ( 54

55 Without the prospect of increased income from tourism, many conservation areas would not have been created; without income from tourism they not be able to survive. However, the sustainability of eco-tourism is questionable if it only refers to a potentially environmentally friendly attitude towards the holiday destination, and neglects such factors as the conservation of resources and climate through the means of travel. If tourism is to contribute to sustainable development, then careful planning and management will be required Sustainable tourism After the World Tourism Organisation (WTO 2004b) sustainability principles refer to the environmental, economic and socio-cultural aspects of tourism development, and a suitable balance must be established between these three dimensions to guarantee its long-term sustainability. Thus, sustainable tourism should: 1) Make optimal use of environmental resources that constitute a key element in tourism development, maintaining essential ecological processes and helping to conserve natural heritage and biodiversity. 2) Respect the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance. 3) Ensure viable, long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment and income-earning opportunities and social services to host communities, and contributing to poverty alleviation. Sustainable tourism development requires the informed participation of all relevant stakeholders [see chapter ], as well as strong political leadership to ensure wide participation and consensus building. Achieving sustainable tourism is a continuous process and it requires constant monitoring of impacts, introducing the necessary preventive and/or corrective measures whenever necessary. 55

56 Sustainable tourism should also maintain a high level of tourist satisfaction and ensure a meaningful experience to the tourists, raising their awareness about sustainability issues and promoting sustainable tourism practices amongst them." Fig.14: Sustainable tourism (Tourism Industry Association New Zealand 2001) Sustainable tourism Convention on Biological Diversity The main goals of the guidelines on biodiversity and tourism development of the Convention on Biological Diversity (from UNEP 2007) are established to maximize the positive benefits of tourism to biodiversity, ecosystems, and economic and social development, and of biodiversity to tourism, while minimizing negative social and environmental impacts from tourism, and can cover, inter alia: Maintenance of the structure and functioning of ecosystems; Sustainable tourism compatible with biodiversity conservation and sustainable use; Fair and equitable sharing of benefits of tourism activities, with emphasis on the specific needs of the indigenous and local communities concerned; Integration and interrelation with other plans, developments or activities in the same area; Information and capacity-building; 56

57 Poverty reduction, through the generation of sufficient revenues and employment to effectively reduce threats to biodiversity in indigenous and local communities; Protection of indigenous livelihoods, resources and of access to those resources; Diversification of economic activities beyond tourism to reduce dependency on tourism; Prevention of any lasting damage to biological diversity, ecosystems, and natural resources, and of social and cultural damage, and restoration of past damage where appropriate; Supporting the effective participation and involvement of representatives of indigenous and local communities in the development, operation and monitoring of tourism activities on lands and waters traditionally occupied by them Zoning and control of tourism developments and activities, including licensing and overall targets for and limits to the scale of tourism, to provide a range of activities for user groups that meet overall visions and goals; Empowerment through participation in decision-making; Access by indigenous and local communities to infrastructure, transport, communications and healthcare provisions laid on for tourists; Increased safety for indigenous local communities; Increased social pride; Control of tourism development and activities including licensing and clear indication on the limits to the scale and type of tourism development. In relation to sharing of benefits arising from tourism and the conservation of biodiversity with indigenous and local communities, it should be noted that benefits may take various forms, including: job creation, fostering local enterprises, participation in tourism enterprises and projects, education, direct investment opportunities, economic linkages and ecological services. Appropriate mechanisms need to be established/ evolved to capture the benefits. The objectives (from UNEP 2007) focus on actions to implement specific elements of the overall vision and goals, and may include clear activities and the time by which these will be achieved. Objectives should be performance-based (e.g., construction of an interpretative trail to aid development of local guide services) and process-based (e.g., establishment of an operational management system for tourism and biodiversity). 57

58 As with the vision and goals, it is important to involve and consult with all relevant stakeholders, and especially the tourism industry and indigenous and local communities that are or may be affected by tourism development, in the process for setting objectives. Objectives should be specific and should include specific areas identified in clearly delineated zones listing the types of activities and infrastructure that would be acceptable and should be developed. It should also outline the impact management measures that would be appropriate, and intended markets (with greater detail, as set out in the notification process, being required for proposals for tourism development or activities at specific locations). Governments may also wish to consider: Measures to ensure that sites designated at international level, such as Ramsar or World Heritage sites or Biosphere Reserves, are accorded appropriate legal recognition and government assistance at the national level; Establishing reserves based on the biosphere reserve concept and incorporating sustainable-development objectives, generating income and employment opportunities for indigenous and local communities, and promoting appropriate product development; Measures to ensure that sites, at the national level, such as national parks, reserves and marine conservation areas are accorded appropriate legal recognition, have management plans and are provided necessary government support; Strengthening the protected area network and encouraging the role of protected areas as key locations for good practices in the management of sustainable tourism and biodiversity, taking into account the full range of protected area categories; Use of political and economic tools and measures to encourage the channelling of part of total tourism revenues towards supporting the conservation and sustainable use of biodiversity, such as conservation of protected areas, education, research programmes, or local community development; Encouraging all stakeholders, as well as the private sector, to actively support the conservation of biodiversity and the sustainable use of its components. Governments will normally coordinate these processes at national level. This process may also be undertaken at more local levels by local government, and by communities at community level. 58

59 Where local and community level vision and goals for tourism and biodiversity have been set, these may be taken into account by governments when preparing the national level vision and goals, for example through workshops at the local level Eco-tourism Eco-tourism can bring environmental, social and economical benefits for the Mura-Dráva Region: Environmental Benefits of Eco-tourism Raising awareness of the importance of sustainable development in the protected areas Protection and conservation of natural and cultural resources through tourism Social Benefits of eco-tourism Preserving culture, traditions and local knowledge Raising the self-confidence and pride of the local population Involving women and the young in providing goods and services to the tourists Reducing emigration from the rural areas Economic Benefits of eco-tourism Increasing the country s tourism income by attracting both domestic and international eco-tourists Creating jobs for the local population by establishing small and micro businesses Generating income for the local population as an alternative to the lower agricultural income Involving local vendors (food and craft producers, guide services, recreation services) in eco-tourism Imposing land rental fees and lease fees that are returned to local residents Imposing entrance fees to nature reserves as a source of revenue for conservation and conservation-management in protected areas 59

60 The development of sustainable tourism may generate positive economic effects for the region (e.g. increasing the value-added rate). A recent study commissioned by the German Federal Agency for Nature Conservation has revealed that protected areas can contribute significantly to regional economic systems. The Müritz National Park s tourism in 2004 accounted for 13,4 million Euros gross turnover, corresponding to 630 jobs in the region while in the nature parks Hoher Fläming (near Berlin) and Altmühltal (Bavaria) the gross turnover from tourism accounted for 6,2 million Euros and 20,7 million Euros respectively. The challenge for the region is to ensure that the generated income remains in the region. Regional economic flows are an important component: products sold in souvenir shops and restaurants in the parks should ideally come from local producers, which ideally use nature-based production methods (e.g. organic farming). The local purchase not only generates local income but also helps to minimize negative ecological impacts from transport [global climate change; see chapter 12]. Evaluation of the socioeconomic impacts in three protected areas along the European Green Belt (Oulanka- Paanajärvi National Park Russia/Finland, Rhön Biosphere reserve Germany, Fert - Hanság-Neusiedler-See National Park, Hungary/Austria) showed that sustainable tourism in the analysed protected areas has positive qualitative and quantitative effects. As most of the accommodation, restaurants and tourism-related services are privately owned by the local communities, the financial benefits of tourism flow into the regional and local budgets. Even though positive socio-economic impacts (jobs, revenues) dominate, the seasonality of the tourism creates challenges for considering sustainable tourism a reliable economic alternative for the region (German Nationacommittee of the UNESCO Programm `Man and the Biosphere 2005, p ). 6.3 Target groups Nature, rural and eco-tourists In the Mura-Dráva Region their will be opportunities for nature, rural and eco-tourists at the same time. Depending on the nature of activities undertaken, they are most likely to be aged between 35 and 60, working or retired and originate from Northern and Western Europe. Activities could range from walking in conservation areas, biking, boating on rivers and lakes, bathing, swimming, fishing, wildlife viewing or birdwatching. They are nature lovers with a special interest for what is going on ecologically, but their expectations for such trips are not limited to experiencing nature and watching animals, but also include a general desire for change and a specific desire to experience the culture and lifestyles of the local population. 60

61 For this last interest, eco-tourism on farmsteads has a great potential, because it can draw on various parts of the existing agricultural infrastructure. Farmsteads could offer many farm-related activities such as vineyard-tours, rare breed displays, demonstrations of product making (cheese, bread, yoghurt), farm trails, helping with the work, pony trekking, fruit picking, local walks, cycling, fishing, etc. Preferably, of course, this could all be ecologically related, which would make it more appealing for the target groups. More (active) trips and tours should be organized for nature tourists. It is important that the visitors will not be dependent on the hosts all the time, and there should therefore be the opportunity to undertake independent activities as well, such as a biking trip from farmstead to farmstead or individual riding trips to forests and fields. The WTO estimates the German potential of this kind of tourists at 11.5 to 14.5 million, for whom the development of products directed at this target group will take on increasing significance. The German nature tourist seeks physical activity, he is interested in landscapes and cultures, he wishes to have contacts with the host people, he has no prejudices, is satisfied with quite modest accommodation, wishes to discover and to learn. He does not like mass tourism. 50 % of this group book accommodation run by the hosts, 45.6 % rather travel individually, 41.2 % want local cuisine, and 41.2 % are after the much-vaunted hospitality. The other target groups, such as young families, cyclists, walkers, have similar motives looked at from several aspects. For this reason members of this group can be addressed with the same products" (DEG 2003b, p. 49) Cultural tourists Culture can be defined in two ways. Culture in the sense of cultural heritage, and culture in the sense of how people life their lives. Visitors known as cultural tourists have a special interest in arts, cultural heritage and/ or other cultural activities. Cultural travellers want to enrich their lives with a new travel experience. Cultural activities could involve visiting art galleries, theatre and museums, historic sites or landmarks, cultural events, festivals and fairs, or admirers of architectural and archaeological treasures. The demographic profile of the cultural heritage travel segment today is younger, wealthier, more educated and more technologically knowledgeable when compared to some years ago. Whereas nature and eco-tourists often travel independently, cultural tourists tend to book organized packages. I would recommend the creation of a few typical cultural packages, perhaps followed by trying to offer these to foreign or domestic tour operators and/ or travel agencies (see chapter 10.6). 61

62 This would be necessary to make the area more widely known. The Mura-Dráva Region and its surroundings have a history that many are not aware of, but that is nevertheless very interesting, with many stories, traditions, heroic actions and legends. The hosts of the farmsteads and guesthouses could act as local guides for their guests, which would make the tour or excursion more authentic and more personal. They could provide information about the history of sites, monuments, buildings and places, and also provide their own view and opinion, which will be of great interest. They could if necessary translate the information for foreign tourists Independent travellers The individual traveller or backpacker could be an interesting demographic to attract to the Mura-Dráva Region. They often arrange trips themselves and mostly travel alone, in pairs or in small groups. A significant detail is that they are often led by travel guides, such as Lonely Planet. But in this guide, for example, only a few hotspots of the Mura-Dráva Region (such as the Kopački-Rit Natur Park) are mentioned, and not the region as whole. But the country has more appealing features for independent travellers, mainly young people in their (early) twenties with an above-average level of education. The image of backpackers is currently changing from a negative to a positive one, and although they do not spend much money on a daily basis, their total expenditure by the end of a trip often adds up to a substantial amount. They represent potential for rural tourism because that they do not have a high perceived need for luxury and are therefore likely spend more on locally produced goods, such as food, and services, such as transport and accommodation. By targeting this market the local community can experience economic, social and environmental benefits. This group does not require a highly developed infrastructure or much luxury. Thus in order to serve this group (andbicycle-tourists in particular), more hostels or other cheap lodging should be developed in the region, in rural communities as well as in cities. In fact, rural guesthouses and farmsteads could be very appealing, and at a price that corresponds to the budget of independent travellers. When in the countryside, there should preferably be a reasonable selection of activities, leisure possibilities and a chance for cross-cultural experiences, since backpackers and independent travellers tend to travel in order to be active and at the same time experience a different culture. Often these kind of travellers show a great personal interest in the history and culture of the local communities. Information on what is on offer should be made available around in hostels and other accommodation, as well as information on how to travel around the area by means of local transport. 62

63 6.3.4 Cycle tourists Cycle tourist are often a mixture of the above described groups and are dealt with in chapter Tourists visiting Eastern Europe Charakterisation Awareness of demographics and what they mean to the travel industry is an important tool for providers of tourist services, in order to meet the demands of tomorrow s tourist. A bachelor s thesis by D. Schmidkonz of the Technical University in Munich has been used for it. In 2002 she wrote about the demand for rural holidays in Eastern Europe (Schmidkonz 2002). Except where otherwise specified, this bachelor s thesis is the source of the following summarised information is: Holidays in Eastern Europe are predominantly taken by people in the age-range from 31 to 55, with the range being represented the most strongly, but popularity is increasing among people up to the age of 85, which indicates the increasing size of the third age (Schober Information Group 2005). On average the guests stay for a week or less on a farmstead, and travel with children or with a partner. Rural holidays attract for the most part consumers of lower middle, middle and high incomes, with an even distribution through the monthly income range from 1,000 EURO to 3,000 EURO. people on incomes below 1,000 EURO are under-represented but this is probably because in these groups there is lower demand for holidays. A clear emphasis is to be found in the income class over 3,000 EURO. Professionals (33 %), public officials (18 %) and the self-employed (24 %) are in the majority. Workers represent only a tiny fraction of visitors to the area (1 %). A quarter of the visitors are unemployed or retired. 8 % are homemakers, but it can be inferred that someone else in the household is employed. 9 % are students or have recently graduated. Education levels is vary considerably. About 62 % have completed a college degree. 8 % have only a high school diploma. The high number of college graduates also explains the predominance of higherincome groups, particularly the number of professionals, public officials and self-employed people. 63

64 The important income-generating countries are mainly its western neighbours. People s motivations for taking rural holidays in Eastern Europe are, firstly personal relations with people from Eastern countries or their own origins that can be found here. The desire is to visit one s own or one s ancestors homeland or previous residence. Secondly, the nature and landscape, and the fact that there is no mass tourism yet, play an important role in motivation. Being less commercial than the West attracts a fair amount of consumers. The relative physical proximity together with unknown unexplored neighbouring countries come third in listings of motivation. Because many people live close to these countries, there is a raised interest in getting to know their neighbouring countries Needs and wants Reasons given for travelling or going on holiday are insufficient to explain people s motivations. In order to advertise among potential visitors and to serve them in a well expected manner at their destination, it is essential to understand the underlying needs that visitors have when considering a holiday. There are different theories on listing needs and wants. A useful schematic is provided by the five needs of Maslow s hierarchy: survival, safety, belonging and love, esteem and self actualization (Mill & Morrison 2002, p. 120). For instance the reasons for travelling, such as visiting friends and relatives, or having roots in the specific country, can be related to the need of belonging: people have the need to enhance relationships or maintain personal attachments. The appreciation of beauty and surroundings is a means of fulfilling the need of aesthetics. To learn about ecological practices in a rural environment could be a form of self actualization, expanding one s knowledge or education. Self-actualization could also involve exploring and discovering a new country, but at the same time this could be a way of meeting the need for esteem. Consumers are only partially aware of some needs. It is the marketer s job to identify the need(s), transform the need into a want and seek to satisfy this want. The difference between a need and a want is the awareness of the consumer. Thus looking at the reasons for interests in holidays in Eastern Europe we can see that all needs are present, but the most visibly present are aesthetics, and to know and to understand. 64

65 Fig. 15: Reasons for and against holidays in Eastern Europe (Schmidkonz 2002, p.18) Demands and preferences In general, consumers of holidays on farmsteads or in rural areas want a healthy environment, clean air, tranquility, a variety of recreation opportunities and good value for money. These demands will be taken into consideration when reflecting on different destinations. In addition to the wishes already mentioned, comfort of the accommodation and the opportunities availble for families with children also play a significant role. The most important holiday activities being considered at the destination will be walking, cycling and the choice of leisure and cultural activities. As was seen above, nature and landscape are essential motivations for rural holidays. Natural features should preferably remain intact: this means clean air and a clean environment. These consumers often have above-average levels of environmental awareness. This environmental and social awareness defines the concept of sustainable eco-tourism (see chapter 6.2). This means taking care of and sustaining the area s natural resources, as well as looking after the its social structure. The people surveyed demonstrated a clear dissatisfaction with mass tourism, as well as the wish for unspoiled nature and rest. 65

66 In order to attract this target group of nature and landscape admirers, their preferences and demands will have to be taken into consideration when planning tourism developments in the area. Demands for leisure activities can be very diverse. Special options for older children (12 years and older) are in high demand, as well as something to do in bad weather, sporting activities and being close to water. Thus activities that relate to nature have a preference, such as walking, cycling, bathing, horse-riding, swimming, fishing and boating. An important criterion for the place of holiday is also its child-friendliness (see < < and < Cultural activities are noted less frequently than sport, although they does need to be present as a counterbalance to the sporting and nature-related activities. This is to provide possibility to get to know the country better, or as an alternative when there is bad weather. Many people do request to get in touch with the culture and its people. They would like to experience something pure and authentic, such as for instance about local cuisine, customs or being shown local holiday regions. In addition to the authenticity of the region and the absence of mass tourism, some people do not appreciate museums that show a kitschy display of local villages or agricultural ways of life, because it often has very little to do with the life of today. Another aspect important to many people is of course the area s infrastructure and the accessibility, in terms of the physical distance from placeof-residence to the holiday destination, of making trips in the surrounding area, and of getting around in the destination-area itself. The range and quality of accommodation can also influence the decision to go to a certain destination a great deal. Demand for accommodation can vary from a self-catering accommodation, a holiday house, a guesthouse, to very clean or an elevated standard value certification of the place. Some people desire to have animals around the farmsteads, others prefer the presence of small, ecologically run businesses. To attract all, it is important to provide a variety of options. A selection oriented toward certain target groups will be more successful than a undifferentiated, blanket marketing strategy. 66

67 Accommodation preferences Holiday houses are preferred accommodation option, followed by apartments. Camping or renting a room is much less frequent, but this can vary depending on nationality, group composition or household size. Catering choices are bed-and-breakfast, half board, full board or selfcatering. Within holiday homes or apartments, the majority favour selfcatering. Of course, this too depends on the size of the household and the composition of the group. The bigger the size of a household, the more likely they are to opt for self-catering. This tendency is most likely caused by reasons such as the cost, flexibility, organization, and perhaps because of children in the family. People who only book a room, largely those who travel alone or in pairs, often do this in combination with bed-and-breakfast or half board offered by the hosts. Two person groups tend more to half board and single persons tend to favour just bed and breakfast. Only very few choose full board accommodation. 6.4 Tourism potentials of the Mura-Dráva Region In order to promote the growth of tourism in the Mura-Dráva Region, potential opportunities need to be found and developed. The attractiveness of a given destination is determined by a large number of interlinked factors: position, accessibility and infrastructure, range of experiences and services on offer, aesthetics, the extent to which the area is known, prestige and interest, the area s development and presentation. The more than 200 km of linear connectivity of the Mura-Dráva Region is a valuable asset for rural tourism in itself: to be able to follow the course of the rivers through a series of changing landscapes and cultures, visiting ancient cities and characteristic communities like the Europena stork village Velika Polana en route, is a kind of touristic exploration. The neighbouring regions across the water in Slovenia, Hungary and Croatia have many sources of interest. 67

68 Besides the beautiful natural landscapes with the National Park Duna-Dráva Nemzeti Park Igazgatóság (see and Kopački-Rit Nature Park (see and their potential for hiking, cycling, boating and nature-watching, there are wonderful old cities such as Osijek, Varazdin and a little further away from the river, Pécs. There are important historical sites such as Mohacs, Siklos and Szigetvár; wine roads, thermal baths and a host of cultural sites such as monuments, local museums and private collections such as the museum of native art in Hlebine. There is also a rich diversity of rural lifestyles, traditional farming methods, vernacular architecture and artefacts. This mosaic of nature and culture provided by the sleepy villages on both sides of the rivers are an endless source of charm and fascination. An essential condition for the development of nature and culture tourism in the Mura- Dráva Region is the hospitality of the people who have to become an essential part of the product. A welcome with local home-made plum brandy is as much a part of this as the many typical local dishes and the outings to the stables or out into the pastures. Fig : Sights of the Mura-Dráva Region: Rural life, rural Baroque, Mura mill, naive art 68

69 6.4.1 Unique selling point The unique selling point (USP) of the Mura-Dráva Region is its potential to offer multifaceted, transborder experiences: Ethnic diversity and cultural variety especially in the Baranja The beauty of an ancient landscape of an uniqe European floodplain-corridor through five countries (see chapter 4.1). Natural areas (which for long time not were not accessible due to the iron curtain) with an interesting range of endangered and rare species and habitats Rural areas which preserved the authentic traditional land-use, villages with old farmhouses in rural Baroque architecture and rural life. Huge cultural heritage of such cities as Ptuj, Varazdin, Pec and Osijek Thermal spas and wine regions with an increasing number of wine roads History of the border-rivers 6.5 Potential tourist income In order to evaluate the tourism potential of the Mura-Dráva Region, three factors are essential: 1) the natural, cultural and socio-economic conditions, 2) the supply side in the form of services and infrastructure and 3) the demand side the tourists. For the tourist development of the Croatian interior, the DEG (German Investment and Development Society) have concentrated on the Posavina/ Lonjsko Polje just outside of Zagreb and developed a master plan (DEG 2003b). It envisages the villages along the Sava and the Nature Park Lonjsko Polje ( to become the core offer of hinterland tourism in Croatia and the development of this nucleus to be further advanced in all directions. 69

70 Dráva-Mura Floodplain - part of the European Green Belt - Important links for the interior tourism in Croatia Fig. 20: Location of Nature Park Lonjsko Polje and link with Mura-Dráva Region (DEG 2003b, p. 4, supplemented) The Mura-Dráva Region is a highly interesting mosaic with great potential for experiences. This goes well beyond the individual aspects - the Mura and Dráva floodplain with the Kopački-Rit Natur Park, Osijek, the villages, their lives and traditions, the oak forest, the richness in wildlife especially birds or the history of the borderland. The potential inheres in the mosaic composed of these elements, and the possibilities that this mosaic affords from the point of view of development of an experience rich tourist product for various potential target groups. Recently there has been a surge of interest, from both tourists and local authorities, in providing walking tours andbicycle routes, which provide a particularly appropriate lowimpact form of tourism. The embankments along the river are well-suited to double-up asbicycle-trails. These are already popular at the Austrian end of the river-system and recent efforts have establishedbicycle-trails along both the Hungarian and Croatian parts of the Dráva, with plans for a cross-border route being promoted as part of a towntwinning between Koprivnica in Croatia and Kaposvár in Hungary. In Croatia and Slovenia especially, family farms with very small plots and a limited dependence on agro-chemicals have a low environmental impact and promote biodiversity. Contrarily, the amalgamation of farmland into bigger and bigger units for the sake of competitiveness in the agricultural market results in a great loss of livelihoods and a heavy impact on nature. 70

71 A combined strategy of supporting traditional floodplain farming systems, sustainable forestry, offering accommodation to visitors, a guide to places of interest, local cuisine, the marketing of local products and services like horse-riding and guided walks can generate jobs whilst harmonising with and promoting conservation efforts. But nevertheless the villages in the Mura-Dráva Region have to date taken only peripheral roles from the point of view of tourism. Although it is easy to get to them, few people know of them. Although they are very interesting, pretty and authentic, they are not well known even in Croatia, let alone across the borders. It is an important area for ornithologists and ethnologists and interesting for artists and architects. But this section of the market can hardly bring the economically the number of visitors necessary to set off great initiatives. The biggest drawback is that this area offers almost nothing except its romantic images. Europe still has the largest share of world tourist arrivals and maintains a positive growth. This means there is a good opportunity for tourism in the border region of the Mura-Dráva- Corridor, too. Demand for rural tourism in Central and Eastern Europe is growing. The region is located close to important income-generating countries, such as Austria, Germany and Switzerland. It should benefit from this and direct special marketing strategies toward these countries in order to attract more from the target groups here. This can be done by finding more tourist organizations, tour-operators and travel agents abroad that would like to take up the Mura-Dráva Region in their program (see chapter 10.6). Evidently there should be an equivalent of the programme s contents on offer by the other tourism organization, such as environmental, nature or cultural trips. And before doing this, it is important to have a good selection of opportunities available for different target groups. Trends supporting the growth in tourism include the fact that, for example, Germans appear to be placing more emphasis on self-fulfilment than only on escapism while on holiday, and are showing increasing interest in active holidays and eco-tourism. Stressfree relaxation in a clean and beautiful environment in good weather is a key consumer preference. Thus one should anticipate these needs and wants, and create the best possible holiday experience while doing so. Other changes favourable for rural tourism include the growth in independent travel and the shift from need for service to desires for (new) experiences. Rural tourism is not a form of organized group tourism, but more something people undertake independently from others and mostly independently from tourist organizations. The desire to seek new and unique experiences in tourism comes from the global transition to an experience based economy. 71

72 Nowadays a consumer requires a total experience from the moment of booking the holiday, through experiencing the destination, to the story told afterwards. Also the shift away from hotels in desired accommodation favours rural tourism. The emphasis should be put on the uniqueness of each of the rural accommodations Tourism-generating countries The Mura-Dráva Region has two key markets: The Mura-Dráva Region can become an attraction both for visitors and inhabitants of the nearby towns. It is an ideal excursion spot for many weekend activities, for school trips and as a destination for cyclists, walkers, nature lovers, anglers, riders and families with children. Depending on the attraction, the quality of the entire range of products and how well known they are, there are in Central Europe (e.g. Austria,Switzerland and Germany) lovers of nature, cyclists, families with children and other special groups who could all be attracted. There might also be an interesting potential market in the Netherlands, people who might retracethe lost landscapes of their own rivers, the Sava and the Dráva Chances for successful tourism development Due to trends in the tourist market and the region s potentials described in chapter 6.3, the Mura-Dráva Region can be successful in the competition with other regions due to the following reasons: The rate of short breaks (second and third holidays) will further increase in many (potentially) important income-generating regions of the Mura-Dráva Region (see chapter 6.5.1) The Mura-Dráva Region relies on an attractive catchment area (distance from Koprivnica to the target groups in Zagreb (110 km, 2 h), Pecs (140 km, 3 h), Vienna (360 km, 5.5 h) The region offers the desired multi-faceted mix of nature, culture, history as well as wellbeing and enjoyment 72

73 The unique ethnic variety of the region, with its multi-faceted combination of nature and cultural heritage paired with hospitality, offers particular possibilities of distinction (see chapter 6.4) Nature, rural and bicycle tourism are growth sectors (see chapter 6.1 and 7.1.5) A transboundary biosphere reserve encompassing the Mura-Dráva-Danube area (see chapter 5) would protect and preserve the beauty of the landscape and its natural habitats and create in this way the conditions for successful tourism The importance of active tourism is continually increasing (see chapter 6.1); the region offers great potential, especially in the areas of cycling and horse-riding The Mura-Dráva Route in Austria is already of paramount importance in the area of bicycle-tourism (see chapter 7.2.1) Already today the over-40 age group is a strongly represnted visitor segment amongbicycle-tourists; the prevalence of the 50+ age-group in the important incomegenerating regions will significantly increase in the course of the transformation of the population structure during the 20 years to come (see chapter 6.1) Relatively good value for money compared to Western and Northern European countries The urge to discover a new country: a region in the exciting East of Europe unknown to many in the West. In the brochues of nature, rural and eco-tour operators, a rapidly growing selection of Eastern European holidays can be observed The first steps for the development of tourism have already been realised (see chapter 7.2.1) The development of sustainable tourism creates synergy effects in the whole of the region in terms of a sustainable regional development Challenges and risks for tourism development The river development and gravel extraction from the Mura and Dráva destroy the quality of the flood plains as habitat and a space to experience nature, and therefore the basis for tourism (see chapter 6.1 and 6.5) The demands of the guests concerning service and quality are rising without improvement of services and quality will the region not be competitive (see chapter 6.1) 73

74 The currently rather low levels of identification of the population with its transborder Mura-Dráva landscape and the idea of a biosphere reserve could lead to chances for the positive development of tourism remaining unused (see chapter 5). The numerous different regions with their according tourist organisations complicate the task of marketing and raising awareness of the Mura-Dráva Region (see chapter 10.2) The lack of cooperation between the regional agents and tourist stakeholders hinders the development of synergy and prevents effective and efficient work (see chapter 10.5) The Mura-Dráva Region has a lot to offer in culture, history and nature, but most of it is not designed to appeal to tourists. The signposting and explanations are inadequate; there is a lack of information material and the labels and commentaries of museums and exhibits are only in Croatian. Finally, the exhibitions themselves are often meagre or boring (DEG 2003a, p. 114). Random urban sprawl due to the construction of secondary residences in the landscape of the Biogara hills and close to the Dráva floodplain are spoiling the beauty and uniqueness of the landscape, and therefore reducing the potential for tourism. At the same time, many traditional houses are exposed to decay, sold and knocked down and have to give way to more modern villas (see chapter 6.7.3). Here e.g. the new land plan for Sisak County has stepped in, banning demolition and licenses for new buildings. However, there are no financial or technical resources for the implementation of these laudable regulations, (DEG 2003b, p. 46). The decreasing population in the Mura-Dráva Region is seriously threatening the survival of the traditional manner of cultivating the river valleys. If nothing changes, there will no longer be an informed local workforce, which is necessary for the development of tourist products and services rooted in the cultural heritage and traditions; in the near future, this will become a serious problem (see chapter 3). All over Croatia, tourists come across garbage dumps in the countryside. This kind of landscape is disastrous for the environment and for quality tourism not just for the 'fussy Germans'. Refuse dumps can be eliminated through vigorous efforts in the public waste disposal system and through raising public awareness. Turkey had to tackle the same problems and solved these before re-entering the tourist trade in

75 Fig : Traditional houses are exposed to decay while new villas without regional architecture disband the regional identity. Refuse dumps close to Mura and Dráva Connecting factors for tourism development The depicted trends show the different connecting factors of the Mura-Dráva Region: to promote recreation-, quietness-, nature experience- and wellness-oriented tourism to protect and develop the landscape of the Mura-Dráva Region in a sustainable way with floodplains and Bilogora hills as their base through the proposed biosphere reserve (see chapter 5) to offer opportunities for short breaks (over-night stays for single days, weekend packages) to offer packages of various service-oriented tourist activities to create some special packages e.g. for bird watchers, horse riding (see chapter 10.2, and 8) to align tourism with the quality instead of the price (see chapter 6.1) to sensitise tourists to the concerns of conservation (see chaper ) to concentrate building efforts on the rehabilitation of existing building fabric (see chapter 6.7.3), and to restrict the building of secondary residences (see chapter 6.5.3) 75

76 6.5.5 Target tourism category rural tourism The type of tourism which is most appropriate to the tourism potential of the Mura-Dráva Region is sustainable rural tourism: Within the global Tourism Economy, the Rural Tourism is defined by the touristic valorisation of agrarian spaces, natural resources, cultural heritage, rural housing, local popular traditions and products through specially labelled products that reflect the regional identities and cover the needs of the consumer for accommodation, restauration, leisure activities, animation, and other services, with the objective of a local sustainable development and an adequate answer to the needs of leisure of the modern society within a new social solidarity between city and countryside (WTO 2004a, p. 14). Rural tourism includes many features, shown in the figure below, each representing one of four different areas that all together make up the rural community relevant to tourism: Fig. 23: The rural tourism concept illustrated according WTO (2004a, p. 14). The underlying factors for the development of rural tourism are common to most European countries: the progressive urbanization of the societies as a result of the increasing weight of the services economy in the production of the national wealth and the correspondingly decreasing share of economy linked to the rural areas. These factors create a demand for rural tourism from an increasingly urbanized society and at the same time create economic opportunities in the rural areas where employment in agriculture and its related activities is dramatically reduced. This trend is accelerated by the process of enlargement of the European Union and affects several countries in central and Eastern Europe, including Croatia. 76

77 WTO (2004, p. 20) considers that there is an important market potential for rural tourism: With an expected growth rate of around 6% rural tourism is developing faster than the overall growth rate for international tourism arrivals. Every Euro of tourist spending in rural regions creates 2,2 Euros for the local economy. Four bed-places create income equivalent to one employment. For example, agro-tourism provides complementary income for 20 % of farmers in Austria (Eurogites 2006). But the following market trends are important for the development of rural tourism: Domestic demand is stable or decreasing Regional demand as favourite for second holidays and long weekends International demand is growing at high rates for relaxing holidays and experiences of authentic local culture Short-term booking Presence of very different motivations, but nature, experience and cultural authenticity are always core factors Depending on the nature of activities undertaken, rural tourists are most likely to be aged between 35 and 60, working or retired and originate from Northern and Western Europe. Their involvement in nature could be established through their membership to nature or environmental organizations as well as their possession of professional equipment. Activities could range from walking in conservation areas, cycling, boating on rivers and lakes, bathing, swimming, fishing, wildlife viewing or bird watching. Rural tourists, as expected, are nature lovers with a special interest for what is going on ecologically, but their expectations for such trips are not limited to just experiencing nature and watching animals but also include a general desire for change and a specific desire to experience the culture and lifestyles of the locals. For the beginning of the development of tourism in he Mura-Dráva Region,bicycle-tourists are the most important target group (see chapter 7.1.1). 77

78 6.6 Development concept The project region For developing tourism in the Mura-Dráva Region, the project region cannot be defined according to the administrative borders of countries, counties or municipalities because such borders have no meaning at all for the tourist industry. What is decisive for the visitor is only the attractiveness of the area, and the tourist facilites available. Taking this into consideration, the development of tourism has to start with model projects in a core-belt along the Mura and Dráva. In subsequent phases the bordering regions should be integrated into and thus profit from the development of tourism Principles of development The DEG (2003a, p ) recommend for Croatia the following important principles for a development strategy, that are equally valid for the Mura-Dráva Region: Sustainable development: The environmental standard of a destination does not pose a competitive advantage. The market takes it for granted. Destinations which ignore this risk going out of business. Tourism lives from its beautiful landscape and the reputation of its crystal-clear water. Its pollution would have devastating effects on demand, but maintaining environmental standards also means protecting and tending to the landscape (sanitary landfills, uncontrolled urban spread, architecture and construction materials), resource-saving power generation, noise control and a sense of social responsibility. The onus is not only on the provider here. Tourists too have to behave in an environmentally responsible way. Distinction from competitor destinations: All tourism development measures in Croatia should also capitalize on national characteristics (regional building styles, colour schemes, visual assimilation into the landscape scenery, gastronomy, music, traditions, legends, personalities, historical events, folklore, handicraft, etc.) to achieve a distinctive overall product with a kaleidoscope of options. Regional distinctions: Each region (location) should be positioned with a view to its transport links and specific regional, climatic and cultural-historical features so that Croatia appears as a destination region with various mutually enriching facets. The target groups can be directed via the image of the locations, their products, marketing and prices. 78

79 Promoting private initiative: Regardless of the indispensable professionalism of the main provider, private lodgings have a unique advantage. Instead of sophisticated professionalism, financial resources and market efficiency, they have the personal touch, the most dedication, adaptability and variety and they have direct contact to what their guests think and feel. So for all the concentration, the tourism industry still needs small and medium-sized establishments. A prerequisite for private initiative, though, is that it can make a living from tourism. This calls for a set of rules (administrative regulations), mainly tax incentives for startups, soft loans to finance the investments and a long enough season. Public involvement: On the one hand, future development can only be sustained with the support of the public (landfill sites, uncontrolled building, destruction of old structures). This can only be achieved if the population also has a vision of progress through tourism. On the other hand, the acceptance of the tourist by the local population is an important prerequisite for the success of tourism Opportunities and challenges for tourism in protected areas As the Mura-Dráva Region consists mostly of biodiversity-rich and therefore often sensitive natural areas one might ask whether tourism is the right development option for this area. To answer this question requires a thorough analysis of the relationship between tourism and nature conservation in the context of their mutual dependency. However most often we are used to seeing the negative impacts of tourism on natural areas through the over-exploitation of natural resources and the unsustainable development of infrastructure to accommodate and support increasing visitor numbers. Growing tourism resorts and large concentration of people often endanger valuable habitats such as sea shores [e.g. in Croatia] or lakes and river ecosystems (IUCN 2006, p. 165). The review of the Important Bird Areas (IBA) Priority sites for conservation in Europe shows that tourism still endangers important sites in Europe and that more co-operation between the two sectors is needed in order not to loose any further natural or semi-natural areas. IBAs are identified according to the EU Bird Directive and have to be protected by the countries as a part of the European habitat network. Tourism and recreation is the second-most frequently cited land-use after agriculture affecting 41% of the IBAs. 79

80 The very high population density over much of Europe, the attractiveness of natural areas as destination such as IBAs, and the relative ease of access to most parts of the continent, explain much of the statistic. At least 93 % of the IBAs are threatened to some degree by at least one factor. Tourism is a key type threat affecting 44 % (first place of all threats) of the IBAs and about 10 % high. New ways of co-operation are needed to prevent the losses of habitats but also the loss of high value tourist destinations. It is important that in sensitive areas a kind of tourism is developed that respects the ecological context and conditions of the site (Schneider-Jacoby & Reeder 1999). On the other hand, well preserved landscapes and rare species are an important part of the natural heritage and identity of a country. These values are often used to attract guests and visitors (Schneider-Jacoby & Reeder 1999). People enjoy visiting natural surroundings and therefore important natural areas can also beneficial to the tourism industry (see chapter 6.1). But the tendency towards more leisure in and with nature also means a higher amount of visitors in ecologically sensitive areas and thus increasing pressure on these landscapes. The use of nature and landscapes for leisure and tourism there fore presents both opportunities and risks: Rising pressure through leisure and tourism can on the one hand become a growing burden for nature and landscapes. On the other hand, many people can be made more sensitive to and won over to nature conservation through a positive natural experience (Bundesamt für Naturschutz 2005, p. 92). The relationship between tourism and nature conservation is characterised by mutual dependency. On the one hand, tourism [for example] in biosphere reserves in particular and in national and nature parks benefits from the attractiveness of nature and the countryside. On the other hand, overexploitation for the purposes of tourism can have a negative impact on this. And the negative consequences are many and complex: they range from massive traffic problems, e.g. those in the South East Rügen BR (since the summer of 1991 there have regularly been up to 15,000 vehicles per day), right up to the negative mpact of tourism on the flora and fauna, mainly resulting from certain leisure activities. The increased consumption of resources (land, water, energy) and waste and sewage product also have a negative impact (Bundesamt für Naturschutz 2005, p. 67). On the other hand, tourism also has positive effects for nature and the countryside: tourism can help to improve the image of and acceptance for pure protected areas for nature, such as the core areas of biosphere reserves and nature conservation measures, leading to a better understanding of the nature conservation goals (IUCN 2006, p. 167). 80

81 Moreover, positive economic effects are expected for the regions (e.g. increasing the value-added rate) (see chapter ). But higher visitor numbers require more infrastructure and maintenance efforts and thus raise costs. These investment requirements are balanced against a considerable growth of regional added value. Precisely in natural regions disadvantaged by poor infrastructure, nature conservation can contribute to sustaining and developing long-term employment potential (Bundesamt für Naturschutz 2005, p. 92). In the Bavarian Forest Biosphere Reserve it is assumed that the protected area has a clear positive effect on the regional tourism industry since 30 per cent of the visitors spend their holidays in the region due to the national park of the same name (Bundesamt für Naturschutz 2005 p. 68). In Berchtesgaden National Park, net revenue through tourism amounted to approx. 8.2 million in The income effect of this revenue corresponds to 206 jobs (Bundesamt für Naturschutz 2005, p. 92). Against the background of the opportunities and risks outlined above, ecological protection goals are often in opposition to the tourism development goals. The forms of sustainable tourism developed by the World Tourism Organisation (WTO) can offer a solution here; these are very important for the buffer zones and transition areas in biosphere reserves. The promotion of sustainable economic, social and cultural development in the transition area is an objective of the Seville Strategy of the Man and the Biosphere Programme (MaB) as well as the protective function of the biosphere reserves for the purposes of conserving biodiversity in the core areas (UNESCO 2007). The UNESCO MAB Programme together with its biosphere reserves thus offers the best conditions for tourism development geared towards these principles. The MaB Programme sees biosphere reserves as an opportunity to interlink the efforts for sustainable tourism development by means of international cooperation. Biosphere reserves also play an active role in implementing case studies on the application the Guidelines for Biological Diversity and Tourism of the Convention on Biological Diversity (CBD) [see chapter ] (Bundesamt für Naturschutz 2005, p. 68). Given this balance of positive and negative effects, there is one certainty and that is that natural areas are becoming increasingly important for tourism. Tourism managers are increasingly aware that they need very well preserved nature as a basic offer to their guests. Thus, tourism can trigger landscape, preservation and even help to establish protected areas. 81

82 Healthy air and clean environment are the most important arguments for tourists [see chapter 6.1]. Well preserved nature is used widely to promote tourist destinations. In Germany, the coast of the North Sea and Lake Constance are the most important sites. While these two areas are attractive since a long time, others have been promoted through protected area as the Bavarian Forest. In the five communities in the direct vicinity of the park, there are 6,000 guest beds today and 700, ,000 overnight stays. 1,3 million visitors are attracted to the park, leading to increase in economic effects generated through the park (1982: Mio DM, Mio DM). The tourism did increase in the park region 114 % since 1970, while comparable regions as district Regen had only 46 %. While before the foundation of the National Park Bavarian Forest, the Black Forest was more famous, today the Bavarian forest is much more attractive to visitors (Schneider-Jacoby & Reeder 1999). The youngest National Park in Austria, Thayatal, was supported by local people to improve the situation at the border to the Czech Republic. The park helps the region to become more famous, especially because a transboundary inter-national park has been formed (Bundesamt für Naturschutz 2005, p. 68). There are growing numbers of holidaymakers who take the decision to spend their holiday or day-trip in and around a protected area. [The effect can been seen very fast:] In the first half of 2003 the Hainich National Park located in the German Green Belt in Thuringia recorded a growth in visitors of 20% in comparison to the previous year and the proportion of visitors coming from outside the region rose from 15 % to 30 %. Given this background of increasing human pressure on natural areas, joint actions on increasing the sustainability of tourism along the European Green Belt are needed. However, before actions are taken within the scope of the Green Belt, it is imperative that a common understanding of what the term sustainable means in relation to tourism is developed. As many areas suitable for sustainable tourism development in the Green Belt are protected areas, the definition given by EUROPARC Federation seems to be the most appropriate and applicable starting point: sustainable tourism is any form of tourism development, management or activity which ensures the long-term protection and preservation of natural, cultural and social resources and contributes in a positive and equitable manner to the economic development and well-being of individuals living, working, or staying in protected areas. As the primary function of protected areas is nature conservation, there can be limitations to the extent to which tourism can be applied within specific areas. 82

83 Depending on the primary management objective of the protected area, tourism is compatible with protected landscapes, which are managed mainly for landscape protection and recreation (IUCN category V; e.g. nature parks and biosphere reserves [see chapter 5.2]) and national parks, which are managed mainly for ecosystem protection and recreation (IUCN category II) (IUCN 2006, p ). Thus, while tourism activities in nature reserves, national parks and World Heritage sites might be limited with respect to certain (core) zones due to conservation requirements, biosphere reserves and other Category V areas (e.g. the German and Austrian nature parks) might offer greater possibilities for tourism as regional economic development is among their primary objectives. The World Heritage natural sites as well cultural landscapes (such as the Fert -Hanság-Neusiedler See in Austria/Hungary) are most attractive to tourists thanks to their international status (label) and unique characteristics. However, tourism development in World Heritage sites as well as in other protected areas is associated with high standards of management practices as only strictly controlled and environmentally responsible visitation is allowed. On the other hand, it is easier to integrate tourism with nature conservation goals in protected areas that have well-defined management plans. The World Heritage Convention with its site management requirements represents an excellent framework for the sound use of nature and offers substantive guidance for tourism management in WH sites. Transboundary protected areas play an even more important role as they are often located in peripheral regions where the attractiveness of wilderness and nature is most prominent. However these regions, which in some cases were defended or restricted, were often neglected and missed out on development activities that occurred elsewhere. Furthermore these sites often lacked infrastructure and missed out on opportunities for cooperation between nature conservation and tourism partners on either side of the border. However in present times the existence of transboundary protected areas offers an excellent basis for cooperation as the presence of an institutional framework on both sides especially facilitates first contact and joint (tourism) projects (IUCN 2006, p ). 83

84 Example nature tourism in the transboundary national park Neusiedler See (Austria) - Fert-Hanság (Hungary) Nature tourism has a longer tradition on the Austrian side of the Park, starting during the 1960s mainly with birdwatchers coming to the soda lakes in spring and autumn. The establishment of a transboundary National Park has now attracted a wider range of nature tourists, for a number of reasons: information and infrastructure for visitors has facilitated the individual nature experience, the comprehensive programme with guided tours, excursions and field trips is marketed more and more by the local tourism operators, and finally the open border has motivated guests from western countries to discover a Hungarian National Park. As a symbol of close cooperation in this field, both National Parks have jointly edited the official map (for hikers and bikers) with information in German, Hungarian and English. In 2001, UNESCO declared the Neusiedler See/Fert tó a World Heritage Site, highlighting the value of the cultural landscape around the steppe lake. Since then, the activities of both National Parks in preserving pastures and meadows have been communicated to a wider public, contributing to a better understanding of today s nature conservation tasks. A vital resource for businesses and communities that rely on tourism is the ability to attract target groups outside the summer high season of July and August. This increases the sustainability of businesses such as apartments, pensions and bed-and-breakfast houses. This is exactly the case with nature tourists, and the statistics in the Neusiedler See/Fert tó area clearly show that the villages with a higher percentage of nature tourists have a significantly longer season than those concentrating on sports or specific events. Burgenland and the Hungarian Counties of Györ-Moson-Sopron, Vas and Zala founded a EUREGIO cooperation in Since then the regional media have intensified their crossborder cooperation, and National Park topics became of interest to the newspapers and electronic media on either side of the border. Mutual support in media work and public relations is therefore an important area for transboundary cooperation projects (IUCN, p ) Model for sustainable tourism development in the Mura-Dráva Region Sustainable tourism should play an important role in the sustainable development of the Mura-Dráva Region and the maintenance of its natural and cultural heritage. However, this objective can only be achieved if the potentials and concepts are widely recognised within the region. A cross-border tourist model should therefore be developed for the Mura-Dráva Region in collaboration with local agents (see chapter ). 84

85 This participatory process provides a great opportunity to familiarise as many people and institutions as possible with the subject, and in this way to achieve a high degree of acceptance and commitment to it. The Mura-Dráva-Bicycle-Route should have its own model (see chapter 7.2.3), the base of which is the following proposed model for the Mura-Dráva Region: The Mura-Dráva Region with its unique natural floodplain and cultural landscape, as well as its cultural heritage and history, offers a long-term development perspective in sustainable tourism for our regional economy. Therefore its conservation as part of this unique biotope network system of European standing has a special meaning for our region. We want to realise this goal in achieving acceptance for and permanently promoting protection and development measures with the local population, and at the same time contributing to the Green Belt being supported by the population as a benefit worth preserving. For this we need to succeed in allowing the Green Belt to be of economic benefit to our region economically and in encouraging the local population to identify with the Green Belt as part of its region and history. At the same time we have to promote the Green Belt among the neighbouring European population and enable people to get to know and experience the Green Belt. We want to achieve this in consistently pursuing the following objectives in our region and in further concretising them regionally: We want to achieve this in consistently pursuing the following objectives in our region and in further concretising them regionally: to increase the value added by the Green Belt in using tourism as source of inspiration for agriculture, crafts and trade to turn the Green Belt into a motor for innovation and better market-access for our region to let our history and culture become more visible and to communicate them in an exciting way to locals and tourists alike instead of thinking of the Green Belt as the border between the regions, it should be understood as their linking element and used as such 85

86 to increase the popularity of our region on the tourism market by means of the Green Belt to communicate the benefits of the habitat network Green Belt to the citizens and to let them become tangible to establish the Green Belt as a mark of guaranteed quality in modern tourism and as a point of departure for a regional product innovation and development to facilitate access to tourist offers in general and the Green Belt in particular and to direct them in a sustainable manner Thereby, in the context of all our activities, we want to turn the following conventions into the principles of all our actions The safeguarding of the existing nature potential along the Green Belt is categorically given top priority. For this all plains of the Green Belt are to be conserved as protected conservation areas. The existing potential for cultural heritage is to be protected in the same way and to be further developed. A consistent orientation of tourism development towards market trends needs to happen in such a way that the inevitable inconveniences in isolated cases will always at least be balanced by extensive benefits. Qualitative developments always take priority over quantitative developments. The increase of attractiveness and amelioration of existing facilities and paths along the Green Belt take priority over the development of new facilities. If new facilities and paths are to be created, ecologically damaging facilities and paths will be dismantled to the same extent. All activities and developments are always born regionally, i.e. through bordercrossing networks. Each region along the Green Belt acknowledges the necessity of transregional guidelines and quality criteria for the Green Belt. Volunteer nature and landscape guides will be trained to enable the communication of knowledge and nature experience by means of guided tours. Work-camps, especially for youngsters [see chapter ], provide a special link between landscape conservation, nature education and tourism. 86

87 Fig. 24: Preservation of Mura and Dráva through the European Green Belt project as a unique biotope network of international standing The touristy product The central topic of the entire regional product is the "Experience culture and nature along the Mura and Dráva" (see chapter ). However fascinating the cultural and natural riches might be, to activate greater demand, additional elements must be on offer, which should be oriented to the basic requirements of the tourist market: relaxation in nature change and diversity experience and experiences. 87

88 While these general recreational motivations and motivations of relaxation are put into practice, all the elements of the product are focused on the most important wishes of the target groups from home and abroad: Activities: Paths and trails for cycling, riding and hiking, places for bathing and swimming, for angling and picnics along Mura and Dráva from the Austro-Slovenian border to the Kopački-Rit Natur Park along both sides of the river, with the proviso that conservation and agriculture are not threatened. Socialising: Organisation of shared cultural and natural experience (rides and walks with others, experiencing the cooking, dancing, village celebrations, animal spotting, sporting competitions for all) Another world entirely: The care and further development of the local architecture, accommodation in renovated farm houses with the setting of an active farm, pasturing, the working day with the livestock, conservation. Culture learning: Learning trails, village museums, conservation of old houses for tourist demand, agricultural tools and devices, ceremonies with national costume and popular national music, traditional artisanal crafts, influences from foreign countries. Costume: Costumes are of great importance. The areas like Carinthia, Bavaria and South Tyrol where the population wears authentic (not only for tourism) traditional costume are not only considered exceptionally attractive, but the tradition can actually increase the demand. This kind of area is equated with an idyllic world. Competitions: hike and bike competitions and marathons through the countryside and especially along the Mura and Dráva (e.g. with all the marks of a popular festivity. Diversity: Every village should, taking Cigoc as a model, develop on its own topic from nature, tradition or history in such a way that a whole product comes into being, composed of various parts that complement each other with their features, celebrations, costumes and products. Means of transportation: Highly limited automobile traffic. Horse carriage, solarpowered boats, bike rental outlets. A whole range of services and local products, presented in a special style, can be envisioned under the concept Experience the culture and nature along the Mura and Dráva". The core of the product should consist of regional dishes and drinks prepared in the presence of the guests, and consumed in very varied ambiences - from camp fires to fish restaurants on the river - with the accompaniment of traditional music and dances. 88

89 A very good model is provided by the selection of tourist attractions of Sklepic in Karanac in the Croatian Baranja (see In the centre of the product is the daily life in the countryside: A family with two small children located in a pleasant room decorated in old-fashioned style in the guest section of a renovated farm village house. Rich breakfast on a terrace facing the yard, view of the farmer s domestic animals. Then cycling along the banks of the river, to a spot for picnics and bathing, where there is also a rowing boat available for use. Afternoon, return through the river valley and the oak forest, with brief stops by the farmers and at places for watching the white tailed eagle. Dinner starts with an aperitif of plum brandy with the village people, and ends with fried carp and a glass of wine in an idyllic garden pub in the village. The cultural and historical heritage of the region is concentrated in the form of the traditional customs of country life and rural Baroque architecture. These unadulterated images need preserving or renovating, because they give the region a unique character in Europe and a highly picturesque charm. The central area has an abundance of natural space without any significant automobile traffic - and this should be cherished, as one of the greatest advantages of the area - for all possible activities outdoors and along the rivers: walking, biking, fishing, riding, horse and cart riding, camping and, when possible canoe on the river itself as well as swimming in the summer months. Within the region the bicycle should be the main means of transportation for tourists. This would ensure that the economic advantages of the tourist development are spread out over a wide range among the small firms of the local economy. On the other hand this is in line with the growing development of demands on the market (see chapter 6.1). The Baltic, Poland, Czech R, Slovakia and Hungary are achieving greater and greater popularity among cyclists, while in ADFC analyses, Croatia is not even mentioned (see chapter 7.1.5). And yet the Mura-Dráva Region, considering the closeness of big cities like Zagreb, Pecs and Osijek, is easily accessible forbicycle tourists, who can come by bus, train or car from greater distances or direct by bike along the Austrian Mura and Dráva Route. The area is very good for family cycling, since there are almost no hills at all. The assumption is certainly that a well-signed network ofbicycle trails should be built, kept carfree, and that tourist advertising be directed towards cycling tourism. 89

90 The embankments of the Mura and Dráva, as along the North Sea and the Rhine, are ideal bike paths, which can be established and maintained at very low cost (see chapter ) How to start - one core area with two magnets At the moment there is practically no infrastructure for tourism in the Mura-Dráva Region, besides to fishing, hunting and visiting Osijek and Kopački-Rit Nature Park for a day trip. Tourist infrastructure therefore has to be developed in parallel with the demand. Because time and money are required, tourism can be increased only gradually, so that domestic investors should be protected from risk. The first phase of tourist development has to be concentrated on core projects, so that visible results can be achieved as rapidly as possible with concentrated efforts. However, powerful economic impulses through tourism take for granted high investment, which in turn depend on the expectation of frequent use and income. These assumptions, because of the essential construction phase, cannot be created at the same time in all the relevant locations. For this reason, it is recommended: to investigate and protect the potential for tourism to build up few magnets with great consistency and gradually to link these with the supplementary objectives. The core area comprises the floodplain of Mura and Dráva with its villages from the Austrian-Slovenian border to the estuary of the Dráva into the Danube. Thus the region is today already linked by two existing tourist magnets which already attract many visitors: The Bad Radkersburg on the Austrian-Slovenian border, the nearby European stork village Velika Polana, the beautiful old-town Osijek, and the Kopački-Rit Nature Park, unique within Europe. 90

91 Fig : European stork village Velika Polana, Osijek and Kopački-Rit Nature Park Tourism in the proposed Mura-Dráva-Danube Biosphere Reserve The area of the proposed transboundary Mura-Dráva-Danube biosphere reserve would be consists of three zone-types (see chapter 6.6.7): Depending on the zone, different protection goals, protection provisions and with it different tourist activities are possible (after Schneider-Jacoby & Reeder 1999, p. 2): Core zones mainly for protecting natural habitats of the Mura, Dráva and Danube with islands and virgin forests, branches and oxbows and its natural flow; Buffer zones to manage cultural landscapes like vineyards and forests, meadows and pastures along the rivers; Transition zones to support sustainable development in cities, villages and the rest of agricultural land Core Zone: Tourism on the river Tourism on the river has to be strictly regulated in view of the sensitivity of the zone. It means that only few public or licensed visitor boats should be allowed to travel along the river, to maintain the impression of a scenic virgin riverine landscape as the international unique selling point of the region. Intensive water tourism would destroy or have a heavy negative impact on the ecological and scenic value of the region. In contrast with the Danube, the Mura and Dráva cannot be developed as tourist axes (Schneider-Jacoby & Reeder 1999, p. 2). Water tourism on the Dráva would attract people, but they would bring very little benefits to the local population. Then water-tourists are not so mobile and therefore spend most of their time close to the riverside. 91

92 Therefore they use restaurants, accommodation, services and cultural offers much less than other tourists. Depending on the tour-organisation and according to the literature water tourism has a tourist influence onlon on an area no more than 3 to 4 kilometres from the riverbank. The economic impacted areas for Hungary are the settlements of Őrtilos, Vízvár, Heresznye, Barcs, Drávatamási, Szentborbás, Drávasztára, Vejti and Drávaszabolcs (Watertour 2005). Canoes on conservation-insensitive stretches or at times of little disturbance is of special potential in form of combined tours with biking, riding and hiking. In this way one could return from the canoe tour with a hired bike. For bird watchers, guided boat-trips could be an interesting suggestion. Developing and minimisation measures are described in chapter 9.3). Fig : Combined canoe andbicycle tours (Tourist-Info Detern) and bird-watching on the river (Nationalpark Neusiedlersee) Buffer Zone: Tourism by the river The Tourism by the River concept allows each village to retain its place by the river and its identity; it is also a gateway to the unspoiled river landscape along the Green Belt. Zones for fishing, swimming, and nature-watching have to be defined. The specific situation and local attractions should be used to find for each village individual solutions. Local people would be awarded by such this approach: they would consider themselves part of the park system and would feel recognised. The villages would profit economically as visitors would stay overnight and eat in the restaurants. But most importantly, such an ecological concept would allow the secret life of the river space to continue (Schneider- Jacoby & Reeder 1999, p. 2). There are several successful models already in the region, like the Danube-Dráva National Park in Hungary; Polana International Stork Village in Slovenia. 92

93 Transition zone: Tourism along the river Tourism along the River proposes the use of public transport and international trails for hiking and biking; enjoys the unique cultural and natural heritage of the international region; gives a marketing platform for regional specialties, e.g., wine; and integrates all regional attractions, e.g., fish farms, parks, museums and festivals. In Hungary, the Danube-Dráva National Park already has 200,000 guests annually; the Kopački Rrit Nature Park in Croatia visitors in 2000 (Schneider-Jacoby & Reeder 1999, p. 3). Good bicycle connections to Austria along the Danube, Dráva and Mura would bring many more guests to the region. The Dráva League s work has extended into promoting sustainable development throughbicycle routes linking tourist destinations; and the annual International Dráva Day (see is a showcase for the region, helping to forge a cross-border Dráva identity which includes people and communities from Slovenia, Croatia and Hungary. Fig : Canoe-tourists bring very little benefits to local people ( Every village has a place on the riverside ( along Mura and Dráva by bike, on horse back or hiking Six pillars of development A tourist project for the Mura-Dráva Region can, because of all its complexity, only be implemented gradually. Nevertheless, drawing on the good experiences according to DEG (2003b), in the first phase six pillars have to be constructed and built up simultaneously: Involvement of the public German study shows how different the idea of biosphere reserves among the members of various professional groups or stakeholders, can be. For example the majority of those involved in tourism agree because they see the conservation of nature in their biosphere reserve as their livelihood. 93

94 By contrast, the forestry employees already see themselves as nature conservationists, but reject the type of biosphere reserve with the totally protected core areas. Above all, these and similar results on different concepts and images of nature or natural beauty or nature conservation clearly illustrate that communication processes and participation projects, and moreover intervention projects to change behaviour, have to planned for specific target groups and must address people where they happen to be. The involvement of interest groups, the active participation of the local population and other relevant groups in the planning and design of sustainable development in the Mura- Dráva Region require that we know something about the conditions that motivate the people to accept and promote the need to protect the areas, to use resources sparingly, to develop sustainably produced and, at the same time, attractive products, or to oppose these objectives. Only knowledge of this kind helps to advance the further development of the proposed biosphere reserves as model regions for sustainable development, to overcome conflicts and to communicate the importance of biosphere reserves and their various functions internally and externally (German Nationacommittee of the UNESCO Programm `Man and the Biosphere 2005, p ). The population of the Mura-Dráva Region has both to be constantly informed about implementation measures and to be convinced of the opportunities that lie within them. The objective of this kind of public relations programme is to win over the population in favour of the project, and to get it to take an active part in the local thematic working groups, particularly via its own initiatives. This kind of participation is essential for three reasons: The project should be useful to the local population and should improve the outlook for their standard of living. The population ought to be involved in the project with their own small- and medium-scale enterprises. This requires collective and individual initiatives for the development of tourist products that have support. A premise for success lies in the identification of cultural and natural potentials, and not only maintained, but also protected, cultivated and used. The population has to have some understanding for those forms of protection of the potentials that do impinge restrictively on their own lives - the preservation of the old village houses (see chapter 6.6.3), strict building regulations, restrictions on car traffic, a ban on hunting (see chapter (3.)), and so on. The people have to be able to identify with and uphold these regulations. 94

95 The involvement of the population is also important because of the collection and revival of the somewhat rusty knowledge of old traditions, methods of work, local history and legend. This task will be very difficult to carry out without the involvement of regional non governmental organisations (NGOs) Content of the tourist product The Mura-Dráva Region should be understood as an transborderly integrated regional product that is not linked to administrative borders and that consists, like a mosaic, of many little stones. This can be divided into four categories: transborder experiences tourist infrastructure services and regional products accommodation. Transborder experiences The main tourist value of the Mura-Dráva Region must lie in the framework for transborder experiences. This is the USP (see chapter 6.4.1) of the area, the unique characteristics that will make this region familiar and worth knowing, and distinguish it from other destinations. Tourist infrastructure The whole region is already working on the creation of the foundations for a tourist infrastructure, especially bicycle trails along the Mura and Dráva (see chapter 7.2.1), but besides this, there is great potential to build up and improve existing infrastructure (see chapter 7.2.3) Generally speaking (see chapter 6.4), the Mura-Dráva Region as a whole is not prepared for tourism. Most of the infrastructure is still missing: walking trails andbicycle trails, learning trails and animal spotting places, information points, parking places, restaurants, toilets, service areas and accommodation - and the provision of any kind of activity and entertainment whatsoever. 95

96 Accordingly, within the framework of the financial capacities, one should at the first phase of the initial product range create a network of paths for cyclists and walkers, and a system for guiding visitors, which will from the outset limit motorised traffic. Later, it will be necessary to set up hides or observation points for observing animals, learning trails, and places for picnics together with hygiene facilities. In line with the growth in demand and economic growth, the initial core of the product can be expanded. The Financing Natura 2000-Guidance in WWF (2006) describes funding possibilties for tourist infrastructure (like hides, oberserver towers) and service (e.g. internet sites, booklets) in Natura 2000 sites of the EU. A summary of the relevant options for the Mura- Dráva Region is given Appendix I. The Croatian state supports a program of incentives for the protection and reconstruction of cultural heritage in tourism underdeveloped areas, and is also supporting the revival of old rural crafts and skills. Services and regional products As a consequence of the increasing number of visitors, the demand for services will grow, too. For this purpose, regional products can be developed and sold at direct points of sale in the village or in picturesque village fairs. Jobs will be created first of all via the development and maintenance of the infrastructure. Later various other services will become possible, which will be able to be built up gradually: gastronomy,bicycle hire and repair, guiding and escorting visitors, folklore groups, boat and coach rides, horse-riding excursions, angling competitions and, of course, private accommodation. Of the regional products available, there is a range of prodcuts from local agriculture, fishery and horticulture, as well as artistic crafts. Some of these products (jam, honey, cheese, sausages, dried fish, grappa) can with time, sustained quality and an adroit marketing programme linked with the nature and tradition image of the region, be turned into part of the brand of the European Green Belt. The beginning could be, i.a., wine from the foothills of the Bilogora, which lies immediately nearby the Dráva floodplain. In Slovenia private vintners are already bottling quality wines, advertising their old varieties of wine, building a wine road in conjunction with their tourist office and enhancing wine tasting with local products and folklore. The special attraction does not necessarily have to come from the product itself, but could also derive from the way in which it is presented - for example, the revivification of the region s traditional art via painted bottles containing local grappa. 96

97 Accommodation Without acceptable accommodation, the area will be limited by necessity to a destination for one-day trips, with the consequence that in this case the region will remain an excursion site with relatively insignificant economic benefits. These can be optimised by the development of accommodation capacity, which will of itself represent an experience and in combination with the recreational activities, a real attraction (see chapter 6.6.5). Apart from this, there need be no standard hotels at all. In spite of that, accommodation should be provided in the village s farm houses, which, apart from modern hygiene, should aim to take over the traditional style and decorative elements in all their features (see chapter 6.7.3). For the initiation of the project, it is recommended, or rather it is essential, to work out a pilot project that would offer three to five village houses with four double guest rooms along the Mura-Dráva Route between Bad Radkersburg and Osijek. The aim is to close the current accommodation gap that exists along the route. Therefore the average distance between existing and proposed accommodation should be approximately 25 km. In the European stork village Velika Polana in Slovenia one more village house will be reused with guest rooms, restaurant, and a multifunctional space for local events and environmental education. It will be exemplarily renovated in the traditional style and be equivalent to 3 star standard. It will serve as an information and education centre for the further development of the tourism (see chapter and (4.)). Promotion and sales For economic reasons this small project cannot permit itself the usual kind of advertising from the very beginning, and cannot count on the distributional assistance of the global tour operators, but will have to make its own path: intensive international public relations via various media, especially the internet with the objective of creating a brand-image. cooperation with international tourist operators in the particular market niches: nature and eco-tourism, cycling associations, birdwatching forums (see chapter 10.6), targeted approaches to international agencies and offices in Osijek and Pecs with direct advertising in hotels, in petrol stations and the stations, the enthusiasm of the first visitors, whose word-of-mouth reports will be the most important marketing instrument. 97

98 Management and private initiatives The core tourist products consist of the framework (the potential) the infrastructure of supply and the service area. While there is a great deal potential two conditions still need to be created. The supply infrastructure partly falls within the public sphere, but on the other hand, accommodation and catering belong to the private sector as well. The service sector, meanwhile, is almost entirely linked to the private sector. For this reason the crucial question for the development of tourism is whether the people along the Mura and Dráva can be persuaded to make the commitment. This in turn depends on how the project is realised which incentives the private sector actually gets what perspectives the project really provides. Because of the evident complexity of the whole process, the predicted limitations of funding, the economic pressures and the multiple definitions of the objectives, there is a need for a single management (see chapter ) that will determine the priorities, manage their implementation and link all the activities together. Management must above all constantly bring in the private sector - not only because the economic advantages of tourist development are indirectly beneficial to the population, but because the attractiveness of the product in the broader sense depends on the understanding and initiatives of people on the spot. That is, in connection with the five kinds of product mentioned, it is abundantly clear that the attractive backdrop of the Mura- Dráva Region, the countryside and the cultural landscape will acquire their most intensive experiential value only through encounters with the people who live there. For this reason, even those who do not profit directl, should be understood as hosts, guardians and cultivators of the regional culture, even if this is as authentic actors, if it is a question of the traditions being presented, explained, and lived. 98

99 Since people in the Mura-Dráva Region have practically no experience of tourism, one of the first practical measures should be the construction of a network of initiatives of small and medium sized enterprises. Looked at over the long term, these initiatives need qualified support in the area of economic planning and financing, the development of products and education, as well as in marketing. It would seem desirable to have a model of operating renovated farm houses that accept all functions of support, above all education and training (see following chapter) Education Since we are dealing here with a destination without any kind of experience in tourism, it is not only the product that has to be built from the ground up: education of the local population is equally important. Practical assistance is essential in the area of planning, financing, renovating and decorating the village houses, everyday interactions with foreign visitors, keeping books and knowing the most important laws that small and medium sized enterprises in Croatia have to adhere to. Also necessary is ongoing advice and assistance, as well as the coordination of joint initiatives: the organisation of village celebrations and contests, the construction of a range of products, the maintenance and expansion of the tourist infrastructure, the maintenance of web-pages, the drafting of individual plans for banks and so on. These tasks can best perhaps be mastered by a company, because it the same problems are likely to occur every day. Here it is necessary to have qualifications and numbers of employees that exceed the pure needs of running day-to-day operations. The following adviser organisations would be good cooperation-partner for building up education-networks and programs: Regional Environmental Center for Central and Eastern Europe - REC ( Central European Initiative - CEI ( The International Ecotourism Society ( Voluntary Initiatives for Sustainability in Tourism - Visit ( European Federation of Farm and Village Tourism EuroGites ( 99

100 European Centre for Eco Agro Tourism - ECEAT ( ) Ecological Tourism in Europe - E.T.E. ( German Organization for Technical Cooperation GTZ ( Financing Although the renovation and adjustment of the village farmhouses can take place at relatively reasonable cost and require only small inputs for small and medium sized enterprises, the elaboration of a business plan which private initiatives can make use of is nonetheless necessary. But the population of the Mura-Dráva Region, like that of other parts of Croatia and rest of Eastern Europe, is rather impoverished. The construction of business plans and their simple and effective use for the benefit of people who have no experience of them is one of the most important prerequisites for success. As well as this, the financing of the public tourist infrastructure is necessary (see chapter (5.). Potential funding possibilities for tourist infrastructure and the development ofbicycle trails with its associated infrastructure in NATURA 2000 sites are summarised in the Appendix I Coordination Coordination at the level of the transborder region and in the context of the European Green Belt is also necessary because of the complex questions that the development of a tourist project of this sort entails, with respect to all areas of economic, ecological, cultural and social life, and because of the considerable potential for conflict that it contains. The aim of co-ordination is to forge links between these aspects, and search for solutions. But at present there is no common policy or real co-operation between the Dráva countries, although at a national level, Austria, Slovenia, Croatia, Hungary (and including Serbia as contiguous with the Dráva corridor) all plan to protect, conserve and restore their own riverine ecosystems (see chapter 4.4). EU Accession and the necessity of complying with the terms of the Water Framework Directive militate towards international river-basin co-operation and harmonisation of environmental management. With such a complex geopolitical situation, a central co-ordinating office would seem to be an obvious and progressive step. The optimum situation would obviously be a unit with representatives from each of the Dráva countries working together: to this aim there was established a pilot co-ordination office in Koprivnica, working mainly with the Croatian Dráva League (Euronatur 2007). 100

101 For the tourism development in the Mura-Dráva Region, coordination is necessary, too. The complex questions that the building up of a tourist project of this sort entails, has to respect to all areas of economic, ecological, cultural and social life, and of the considerable potential for conflict that it contains, with the purpose of the interlinkage of these aspects and the search for solutions. A coordination board should be backed up by a forum in which the most important interests of the society are appropriately represented. These include the administrations of protected sites, conservation authorities, agriculture, water management, tourist marketing, culture, protection of monuments of culture and, above all, the needs of the municipalities of the transborder Mura-Dráva Region. Fig. 32: Important stakeholders fort he working group (IUCN 2006, p. 173) Stakeholders The most important stakeholders are from: Local population local communities Non-governmental organisations Local, regional authorities National governments Development agencies Eco-tourism Enterprises (tourist agencies, tour operators, Accommodation and restaurants) Academic and research institutions 101

102 Indeed, the stakeholders for the development of sustainable tourism in the Mura-Dráva Region have many different interests, but exist many common interests, too. To find the synergy necessary to develop actions and projects collectively is a difficult, but it is a crucial issue for the success of the region. The following cooperation partners, active on the issue of sustainable development along the Mura and Dráva, could be very helpful for the process of developing sustainable tourism in the Mura-Dráva Region: The InterDráva Foundation ( Croatian Dráva League and Slovenian Mura League ( Danube - Dráva - Sava Euroregional Cooperation ( German Organization for Technical Cooperation - GTZ ( These and some more important or potential stakeholders are presented in Appendix III. Networking of best practice EuroVelo (see chapter 7.2.2) e.g. seeks to transfer best practice from country to country and locality to locality so it is essential that route providers talk to each other across both national and local borders. Various national and international networks, plus regular meetings and fora, already exist to share expertise and all those involved in EuroVelo should make the most of these. A wealth of technical expertise is currently available and much of this is suitable for adoption, to answer most problems in most locations. However, local design, layout and safety issues must be recognised (Sustrans 2002, p.34). 102

103 An experience exchange between other large scale protected areas like national and nature parks as well as biosphere reserves in Europe will open up a lot of experience for the Mura-Dráva Region. An overview about the sites gives the EUROPARC Federation (see Very interesting would be an exchange with protected areas, which are joining the European Charter for Sustainable Tourism or which have a simalar landscape (see chapter ). The exhibition Municipalities and regions developing future` opens up perspectives and is highly motivational. That is just what the Mura-Dráva Region need: Encouragement, values, goals and motivation ( The European experts of ECOTRANS -Tourism and Environment in Europe are collecting, analysing, preparing and updating examples of good practice with keywords like less water, energy, waste, noise, loss of nature - more quality, diversity, jobs, income, satisfaction ( Sustainable Development Success Stories are collected by the United Nations Division for Sustainable Development by the UN Department for Economic and Social affairs to help to share positive experiences and encourage information about them ( Stages of implementation The following stages of implementation are always proposed transborder: Integration of the responsiblerelevant offices and regional administrations in the respective countries as well as the EU representation in Zagreb for their support (see chapter ) Application for (EU-) funds (see Planning of a budget for the long-term support of the process Support and realisation of public involvement for the development of a tourist model of the Mura-Dráva region (see chapter 6.6.4) 103

104 Appointment of regional, cross-border working groups with an interdisciplinary orientation dealing with e.g. development of sustainable tourism that send delegates to the overall working group, which develops decision proposals for the political decision-making bodies Cross-border public debates and adoption of the tourist model (see chapter 6.6.4) Defining a corporate design (slogan, logo, ) for the entire Mura-Dráva Region (see chapter ) Discussion and Adoption of an umbrella brand concept Revision of all marketing material according to the corporate design Development of a harmonised event calendar Composition of a tourist masterplan Discussion and establishment of the focuses for development Creation of cooperation initiatives Education and consultation of stakeholders Appointment of a destination management (see chapter 10.5) Gathering information on and protection of the architectural potential in rural villages (see chapter and 6.7.3) Improvement of the infrastructure, e.g. the end-to-end upgrading and standardised signposting of the Mura-Dráva Route from the river source to the estuary to the Danube bicycle trail (see chapter 7.2.1) National and international publicity (e.g. ITB Berlin; see chapter 10.2) Target-group oriented sales events (special organisers and associations) (see chapter (3.)) Further development of tourist infrastructure and offers European Charter for Sustainable Tourism For the proposed Mura-Dráva-Danube biosphere reserve it would be great challenge and chance to join the European Charter for Sustainable Tourism in Protected Areas. It promotes the concept of environmentally aware and ecologically sound tourism development. Membership in the charter is a distinction granted by the EUROPARC Federation to European national and nature parks and biosphere reserves that are committed to sustainable tourism. Sustainable development needs to consider ecological, social, cultural and economic needs. 104

105 In contrast to conventional seals of approval, gaining membership to the European Charter is an integrative process through which strategies for future development for tourism purposes of the protected area are generated and all relevant stakeholders are included. In addition, a five-year plan is proposed and put into effect. An important basic part of the process is the analysis of strengths and weakness of the protected area, from which the opportunities and threats presented by a touristic development, as well as priorities for action, can be derived. This type of analysis ensures that the intended touristic development can be brought into line with nature conservation requirements (EUROPARC 2007). The following large scale protected areas, are joining the European Charter for Sustainable Tourism and conserving river, floodplainand lake landscapes. It will be very helpfull to exchange experience with them: Association Rhin Vivant (nature protected areas along the Rhine in France) Parc Naturel Régional des Boucles de la Seine Normandie (nature protected areas along the Seine in France) Parc Natural del Delta de l Ebre (Delta of the Ebre in Italy, Candidat for 2007) Parc Naturel Régional des Marais du Cotentin et du Bessin (France, in prep) Broads Authority (England, in prep) Nationalpark Koli (Finnland, in prep) Naturpark Steinhuder Mee (Germany, in prep) Naturpark Usedom (Germany, in prep) But protected areas, conserving river and floodplain landscapes, which are not joing this charta are interesting for exchange, too, e.g. the German Elbe biosphere reserve (see and Oder nationalpark (see 105

106 6.7 Starting projects Drawing on the good experiences according to DEG (2003b), the following model projects are proposed to start tourism development in the Mura-Dráva Region: Visitors guidance Visitor guidance and community protection-usage concepts are suitable for making tourism development ecologically sound. However, development along the lines of sustainability requires the incorporation of social, cultural and economic requirements. The integration of local government and regional planning is necessary. The players involved, e.g. providers of tourist services, tourism organisations, administrations of protected areas, planners and politicians and, not least, the local population, must be continuously involved in cooperative processes (see chapter ). The foundation of practically all integrative processes is an analysis of strengths and weaknesses of the region concerned (see chapter 6.5), from which the opportunities and risks of tourism development can be seen and priority fields for action can be derived (German National committee of the UNESCO Programme `Man and the Biosphere 2005, p ). Objectives Guests are both desirable and welcome in the Mura-Dráva Region and the tourist concept provides international promotion. The orientation of visitors within the framework of these measures has the following objectives: Visitors to the region must have a rich choice of interesting activities and some insights into the cultural and social landscape. Following on from the product-supply and from the accompanying protective measures, impacts on animal- and plant-life must be kept to a minimum and conservation must be stepped up if possible. The inhabitants of the region must have a share in the revenue from tourism. To as great an extent as possible, any overburdening of villages, their inhabitants and guests should be avoided - for it is here that we wish in the future to create a very attractive product with respect to accommodation and relaxation. 106

107 Explanation These objectives can be supported by various explanations: Without a diverse product and interesting opportunities for spending leisure time, the Mura-Dráva Region will only be of interest to a very small market segment of potential guests, and indeed not even they would be able to make full use of it. Animal- and plant-life has to be able to be experienced and observed by visitors. At the same time wild animals and their habitats have to be protected, and yet the wild animals should not have to be afraid of people. These aims must be guaranteed by a detailed concept for handling visitors and for the determination of zones. Peaceful country life is one of the main attractions of the region and any extensive traffic would spoil this mood to a great extent. Measures An extensive concept is required to achieve these aims for the handling of guests and must address the following issues: Activities and experiences The region has to obtain a widely distributed network ofbicycle trails and walking paths making use of existing structures such as embankments and forest paths. A first step should be the construction of a bicycle trails along the Mura and Dráva from west to east (see chapter 7.2.1). This should be followed by the construction of circular routes around the cities and settlements (see chapter (7.)). Carparks at tourist sites will have special cages for safe bicycle parking (see chapter (4.). Noticeboards and nature-guides will make it easier to understand the surroundings, and will lead both guests and local people around the landscape. In addition, there will be educational and other marked trails (see chapter (2.). 107

108 Fig : Interactive learning with nature experience trails explaining special aspects of the landscape. Landscape frames can help highlight areas of beauty ( There are already boat-trips with guides in the Kopački-Rit Nature Park and on the Dráva in Hungary which give a good insight into this special landscape of the floodplain (see chapter 4.1). Experiencing areas requires direct contact with nature. This will be possible not only for children possible: it is interesting for all to observe plants and animals close by. Swimming, too, is a necessary and desirable leisure activity in special spots in the region (see chapter ) Nature experience and species observing by zoning and guiding As well as managing traffic (see chapter ) and visitors, zoning the region provides an important basis for the coexistence between people and nature (see chapter 6.6.7). In the flood plain area unguidedguests may use only the marked paths. The animals can get used to these limited and controlled disturbances and the guest has the advantage that he or she can see more. There are numbers of good examples of this in Europe. With guided tours, on foot, by bike or on horseback (see chapter 8), the pastureland and the forest by the water can also be experienced. Particular options allow for an insight into the farm life or into the old techniques of fishing. In these experience tours, the guests accompany local people, and so they do not represent any additional disruptive activity. Riding on horseback through areas which are of value for conservation, is only possible with guided tours. Core zones will protect highly endangered plants and animal species from disturbance (for example litters, nurseries, resting places, sensitive habitats). 108

109 Experiencing and enjoying nature is a travel motivation of the majority of the target group for the Mura-Dráva Region (see chapter 6.1). Next to this, there is a niche for species observing like e.g. bird watcher (see e.g. and To promote this kind of tourists, little additional infrastructure such as hides and observer towers is necessary (see below). Much more important are special services like guided tours to good observing spots. Both wonderfull landscapes and animals are used to get a better image. In countries such as the Netherlands, large restoration projects, like the Gelderse Poort floodplains of the Rhine, are visited by thousands of people with bikes at the weekend. Free running wild horses are one of the attractions in this newly formed landscape. The Grey Cattle can be found in every Hungarian tourist leaflet and ten thousand people are attracted by the stork festival in the European Stork Village Rühstädt on the Elbe. Also domestic breeds as the Istrian Cow, the Posavina Horse and the Turopolje Pig offer an attractive potential to distinguish Croatian tourist attractions from those of countries. Both nature preservation and tourism have an interest to preserve these attractions. As such tourism can aid species preservation. The old breeds such as the Hungarian Grey Cattle, have already been mentioned, however, rare wild animals can also profit from a cooperation of tourism and nature preservation. In Kopački-Rit Nature Park e.g. a high density of deer, which can be watched easily even during the day. ] The popular white stork can become a symbol for the Dráva wetlands as it is already in several parts of Europe (e.g. the Masuren in Poland). It can be an attractive flagship species for nature conservation measures, especially for wet meadows. The ferruginous duck could be an flagship species for the large shallow carp fish farms in Croatia. Then the Dráva-Sava lowlands are the core area for the survival of the ferruginous duck in Central Europe. Croatia hosts the key population of this world wide endangered species in Europe and sites as Crna Mlaka host the biggest concentrations with birds. At the same time, this species is the rarest breeding bird in Germany (1 3 pairs). It would be of great importance to save the Croatian population, but during the last years about half of the sites and important working places for local people have been lost due to high water fees and lack of support (Schneider-Jacoby & Reeder 1999). 109

110 Fig : Rare and beautiful birds like ferruginous duck (Aythya nyroca; little tern (Sternula albifrons; and bee eater (Merops apiaster; can be flagships for conservation measure and valuable marketing tools for the tourism. In former times the little tern was a typical breeding bird on the natural Dráva river in Slovenia, Croatia and Hungary. The construction of dams in the 1970s and 1980s destroyed its critical breeding areas extensive gravel banks between Maribor and Legrad. The tern became extinct in this area. In the rest of Europe the situation is similar: hydropower dams, river channelling and sediment extraction have all contributed to the drastic decline of this species [see chapter 4.2] (Schneider-Jacoby & Reeder 1999). Special offers for biological scientists are only possible in a close co-operation with ongoing scientific programmes. In the last years, for example, large carnivore tours where developed in Romania and Slovakia in co-operation with field researchers. The tourist groups will fail to get enough information if the entrepreneur is not assisted by an experienced researcher. The best results have tours which are based at field stations and involve projects which use radio-transmitters for research. In some cases visitors contribute to the projects through fees (Schneider-Jacoby & Reeder 1999). In Croatia, e.g., there are good experts, e.g. in large carnivores preservation, but in general there is a lack of qualified personal to guide people. A better co-operation between parks, researchers and tourist enterprises is needed to built up new generations of guides who can properly explain nature and environment to visitors e.g. through the junior-ranger program of Europarc (see First steps have been undertaken for example in the Nature Park Kopacki Rit, where local people have been trained as one of the first measures when the park administration was formed after the return to the area. 110

111 Observing hides At the same time, a good zoning concept will increase the potential for interesting animal species to be seen from close up. A system of hides and towers for observation will be constructed and provide very attractive observation opportunities for groups or individual visitors (see chapter 6.3.1). Good existing examples of this type of structure are Slimbridge in England, where thousands of birds can be seen closely,the former fish farm Wallnau on Fehmarn island with 30,000 visitors (Nabu 2006) and the Bavarian Altmühlsee with guided visitors every year (LBV 2006). In Croatia hides have yet to be installed at the Spoonbill colony Krapje Dol in the Nature Park Lonjsko Polje and in the Kopački Rit Nature Park. The ornithologically very intersting Mura- and Dráva-floodplain offers many locations in which this type of attraction could be created with minimal effort providing an attraction for local people and tourists. This would improve the preservation of migrant and breeding birds and create an interesting opportunity for guests especially in spring and autumn. Next to the floodplain, artificial wetlands can be created in old gravel pitsas nesting places for endangered birds and used at the same time as observation points. The access to these areas has to be very well organised with trails and hides opening only the minority of the site to tourists. An excellent system for visitors will offer best possibilities for observation and reduce disturbance to a minimum. Fig : Hides have to fit to the surroundigs ( and can be built with willow cuttings ( Observation towers As with new bridges, observation towers are not onlyfunctional, but can help to enhance landscape value. Therefore the following pictures should inspire the fantasy of the acteurs. 111

112 Fig : Observation tower layouts ( Hunting ban In comparison with other strictly protected areas, animals are still very shy in Croatia and extremely difficult to observe. The condition is a total ban on hunting in at least core zones of conservation. In order to reduce the distance to which the wild animals will run from people and to improve the possibility for observation, in the whole region, the hunting of birds has to be stopped. This will create an equilibrium with the visits of people. In the future it will be possible to observe herons, ducks and eaglesat a distance of less than a hundred metres. Measure of this kind have already been implemented in other, similar parks and in national parks, as well as Ramsar areas in Europe. In agreement with the regional bodies, large game will still be able to be hunted. But core zones should be generally hunting-free areas (see chapter (3.)). Guests should be enabled to observe this game in certain clearings where there are particularly good opportunities for observation. In late summer and autumn there is the mating and calling of the deer, an important attraction for visitors to the Kopački-Rit nature park. In short, it can be said that handling and managing visitors will increase and enhance the experience value of the region and will at the same time protect the nature better. And through guided tours, coach riding, and the provision of food for the guests, the local people will also take part in the tourism. Eco information center Eco information centres have a very important role to play in raising public awareness about environmental issues as well as tourist attractions. Eco centres are centres for the protection of natural and cultural values. 112

113 Through joining the education of pupils and students as well as local people with development of eco-tourism they try to ensure the development of the local community together with protection of natural and cultural values of this area. Only in Germany the NABU - BirdLife Germany, runs 70 information centres, which are an important contribution to tourist attractions in many regions (see In addition, every national park and biosphere reserve as well many nature parks have their own programmes and also the states run their own academies. Natural areas with historical buildings or parks offer good possibilities for the development of environmental academies or seminars. One example in Germany is Gut Sundern at the Meißendorfer Teiche, a protected fish farm. In the last 18 years people have participated in 4,000 events. The historical building, an old Gutshaus, has been renovated and is now used as an attractive hotel, while younger people can sleep in adapted barns (see index.html). In the Mura-Dráva Region there is a lack of environmental education and tourist opportunities. Most of the Croatian nature and national parks have no seminar programme although facilities are available. An ideal place to establish an academy similar to Gut Sundern or Wallnau in Croatia would be Crna Mlaka. The fish farm is strictly protected and only 40 km from Zagreb. It is the best preserved traditional estate about 100 years old with a park and a castle. Similarly, the Kopacki Rit Nature Park is convenient, as it is situated in the border triangle with Hungary and Serbia, and is already a part of the South-Eastern section of the European Greenbelt. Owing to this central location and the beauty of the nature park, a cross border seminar and workshop business could be established for topics such as nature conservation and sustainable regional development. The Central European Initiative (CEI) (see Appendix III) would be one possible cooperation partner for this. In 2004, the CEI launched a Know-how Exchange Programme (KEP) to provide co-financing of development assistance projects between CEI Member States. The Programme provides a framework for the transfer and dissemination of knowledge to those CEI countries needing this kind of assistance in their transformation process. 113

114 To this end, the CEI fosters the transfer of specific knowledge in economic transition and institution building the new EU members gained over the past decade. Projects shall have an economic background, covering economic transition or institution building in areas related to the European economic integration. Each project must be carried out by using various tools of know-how transfer (e.g. study tours, secondment of staff, surveys, preparation of manuals, etc.) in a combination which promises successful implementation of the given know-how in the recipient institution. The programme is open to all public and private sector bodies, international and non-governmental organisations (NGOs) operating in the public interest and being registered in a CEI Member States belonging to the European Union. Funding is provided from the Italy-sponsored CEI Trust Fund at the European Bank for Reconstruction and Development (EBRD). The CEI offers co-financing of up to 50% of the total project cost but not more than EUR per project. The region is already well know, then in September 2006 ecotourism experts from CEI member states had a closer view of Southern Transdanubia, the Region of National Park of the Danube Dráva and the protected area of Park Prirode Kopački Rit in Croatia. The thematic focus was on cross-border experiences in Eco-tourism and Eco-tourism in water areas (see The World Tourism Organisation experts on Sustainable Tourism participated in the even, too (see Another interesting and suggestive locations are e.g. the European stork village Velika Polana in Slovenia, the Dráva by Pitomaca and the oark-wood by Repas. The initiative Green Osijekalready runs the Eco Centre Zlatna Greda, a centre for education, eco-tourism and the protection of the natural and cultural values of Kopački rit and Baranja ( For further ideas the tourist information centres of existing nationalparks and biosphere reserves can be helpful (see for Germany e.g. Nationalpark Neusiedlersee (Austria) ( Nationalpark Bayrischer Wald (Germany) ( Biosphere Reserve Elbe (Germany) ( d_quot;_10.html) 114

115 Nationalpark Hainich (Germany) ( Nationpark Eifel (Germany) ( oder Wanderungen oder Umweltbildung/ Wildniswerkstatt_%2528WWD%2529.html) Science tourism for self-sufficient renewable energy supply Organizing a self-sufficient renewable energy supply in the Mura-Dráva Region would, as the in chapter 11 described example Güssing in Austria shows, bring impressive economic benefits to it and would be a great contribution to climate protection. As well as these effects, this kind of model region can create a science- and seminar-based tourism, especially for experts from (south) east Europe, because the starting position is in former Eastern Block states different than e.g. in Austria. Güsing, for example, is visited every week from 300 interested people from all parts of the world Sensitive traffic development Traffic is one of the key problems in sensitive areas. As they become attractive, cars become one of the main issues. Sensitive traffic development is therefore very important. Sensitive traffic development considers the following aims: Access for all (no social exclusion) Availability and attractiveness for the local population (address the different needs of different target groups) Nature protection Environmentally friendly Intelligent integration of all modes of transport Trans-border solutions Local involvement and participation Economic sustainability of the system at the local level Appropriate quality of services meeting the needs Give incentives for tourists to slow down and spend more time and money in a region 115

116 Private car traffic Roads in the Mura-Dráva Region will be divided into transit roads and roads that lead through the region. Next to the transit roads from north to west and west to east, which must be open to normal traffic, the other streets will become calm (werden ohne Durchgangsverker verkehrsberuhigt bleiben). In all the other forest and field routes, visitors will not be allowed to drive in their cars. Public transport Following criteria defining good public transport solutions particularly: Public transport network density adequate to the local and tourist demand Trans-border public transport lines/network Good frequency of trains/buses/ferries Special tourist tickets Special trans-border tickets Good marketing/homepage Accessibility for all Inter-modality to bike paths and hiking trails Park and ride opportunity outside the region The central aspect of a good practice is the question of valorisation linked with the benefit for the local population. An example is the cooperation between the National Park Neusiedler See/ Seewinkel (Austria) and the Fertö-Hansag Nemzeti Park (Hungary). The Lake Neusiedl Card e.g. includes tourist attractions of the Hungarian National Park in the tourist marketing of the Lake Neusiedl region. There is a regional public transport and eco-tourism network: one card for all transport means and linking local community buses as well as tourism service facilities, museums etc. (see Suggestions for development of train service It is crucial to link cycling infrastructure into the public transport network and this is a matter of great importance for the Mura-Dráva Route. Austria e.g. already offer excellentbicycle carriage on trains and, in a few cases in buses, too, others along the route do not yet. However, in the future it should be possible for a traveller to choose those sections of route they wish to visit, in their own or other countries, and to reach them by public transport (Sustrans 2002, p. 25). 116

117 Within cities and towns the bicycle route should be designed to connect to principal railway stations, borders and ferries where they exist and are considered relevant to the use of cyclists it should be easy possible to reach starting and end point of the Mura- Dráva Route by public transport. If we are to avoid the private car becoming the principal means of access to the network then good links to these interchanges are essential, especially if they are not directly on the main route. The route in cities and towns that could be seen as a starting point for riding the individual sections of the network could also take into account the location ofbicycle shops andbicycle hire centres if these are not already located at railway stations, etc. Route developers of the Mura-Dráva Route should establish partnerships with the local public transport operators, to maximise the opportunities for intermodal journeys.bicycles, buses, ferries, trams and trains are all part of the sustainable transport infrastructure we need to develop (Sustrans 2002, p. 25). But in Croatia the rail company is still facing a serious crisis because it lacks funds for construction or purchases and line maintenance as well as rolling stock. In the assessment of the ministry, the condition of the Croatian rail system is at the lower end of the European scale, the railroads are very underextended, the rolling stock is obsolete and of poor technical standard and the number and quality of train connections inadequate. (...) Through trains with sleeping and couchette cars only run from Vienna and Munich to Zagreb (about 9 hours travel time). The trains are very full during peak travelling times but are relatively punctual, as they are accorded priority in the Croatian system. It is impossible to send on luggage or take bicycles along (DEG 2003a, p ). On the section of Mura and Dráva, which is part of the European Greenbelt, the following border stations exist: Austria - Slovenia Hungary - Sovenia - Croatia Spielfeld-Sentilj Rédics(-Lendava-) Mursko Središće Hungary - Sovenia Bajánsenye-Hodoš Hungary - Croatia Zékényes-Botovo 117

118 Fig. 41: Border stations (Lüttermerding 2007) Due to the lack of service and the long travelling times rail transport is relatively unattractive for foreign tourists and therefore currently plays no significant role. This is underscored by cheap charter flights competing with rail travel in Croatia. Only through extensive redevelopment of the system, the stations and the rolling stock and a considerable expansion of the timetable and service delivery can Croatian rail regain competitiveness in passenger transport. This entails a timespan of decades and considerable investment and operating costs that probably cannot be recovered through income (DEG 2003a, p. 129). If, though, it is decided to promote rail transport for incoming tourists for environmental reasons, the following main improvements must be made (after DEG 2003a, p. 70): Rails fares must compete with air fares [, which should be include external costs e.g. through climate change through eco-taxes]. Only distances of less than ten hours should be considered for development. The trains must be through night trains with sleeping/ couchette cars. Luggage transport, bicycle transport and other services must be improved [Connections from Maribor, Barcs and Osijek to west Europe are very important, especially for the development ofbicycle tourism ] The use of tilt trains on the main connections is a way of considerably reducing travelling times and hence of offering competitive times as compared with car travel. The fully airconditioned trains with planned restaurant car and baggage-[bicycle] car also offer a high level of travel comfort. The advantage is that the shorter times and improved comfort can be attained without costly trail construction measures (DEG 2003a, p. 72). 118

119 It is very important to offer easy and comfortable arrivals with less changes to the startand end points. In Austria this is for the Mura and Drava Route no problem, because e.g. from Germany you can take the sleeping car to Graz. But it is e.g. very difficult to arrive Osijek by public transport, especially with your bikes. Here is urgend needs for action. Suggestions for development of bus service The Croatian bus network is very well developed and organized. Express buses usually run at least once a day on trunk roads. Large towns and islands are accessed by express buses. The overland buses also access small towns but do not cover the same distances as the express buses. These buses usually have regular stops along the road with cafés /restaurants and shopping facilities (supermarkets). (...) Tickets for overland buses are available in the bus stations over the counter, the tickets for regional lines can be purchased from the driver or at kiosks. (DEG 2003a, p ). General tourist hotspots of interest should in future be better served by public transport. The most important is a bus-connection for inhabitants and tourists between Osijek and Kopački-Rit Natur Park, which should also allow the transport of plenty of bicycle. As a minimum during the main season (May to September) there should be at least four services a day - two at the morning and two back at the evening. 119

120 Bus line (priority) Bus line (secundary) Fig. 42: Suggestions for the development of public transport in the Kopački-Rit Nature Park Region (map-source: Another important measure would be the provision of three border bus-lines with regular service from Bad Radkersburg and Maribor to Osijek, stopping close to all interesting tourist sights, towns, main railway stations and border crossings. There should be at least six connections per day seven days a week, with the possibility to take a minimum of four bicycle. This will simultaneously improve the availability of means of transportation for the population of the whole entire region. Further means of transportation could be (solar) boats on the Mura and Dráva and bike rental outlets (see chapter (4.)). 120

121 Bad Radkersburg Bus line Border crossing Fig. 43: Suggestions for developing of public transport in the Mura-Dráva Region meeting the needs of inhabitants and tourists (map-source: Fig : Bicycle trailer and stands for bicycle transport by bus Suggestions for the development of bicycle tourism are given in chapter

122 6.7.2 Rural tourism in the villages Objectives The particular charm of the Mura-Dráva Region lies in the unity of landscape and village life. The objective is: to activate village life and particularly to provide interesting jobs with a future and within the framework of the opening up to tourism to create a lot of small and interesting products that will invite people to relax and to visit the countryside. Explanation Special programmes are necessary for the villages along Mura and Dráva for the following reasons: The flight from the countryside and the age of the population are threatening the beautiful villages more than ever before. This area, together with the karstic area and the islands, are among the most sparsely populated areas of Croatia, and are not encouraged and stimulated in an appropriate manner. Preservation of the natural and cultural heritage in this region can be achieved only with the help of the population, and so it has to be vigorously included within the development programme. The distinction of the villages of Krapje and Cigoc in the Croatian Lonjsko Polje Nature Park have shown that new impulses can be given, and that the population will readily accept these impulses. Measures The tourist concept for the villages has to be multifaceted and to work in several directions at once. As well as promotion for the region, the villages have to get new impulses for economic development. In order to achieve this in the region various measures need to be taken Identity and program For the whole transborder region, an annual programme will be worked out in which each village will have a place and an identity of its own. Celebrations and events will bring life and visitors back. The inhabitants, with their tradition, will contribute to the success of the events. Particularly characteristic things will be displayed and guests will be enabled to experience them. 122

123 Old buildings will become museums, a traditional artisan craft will be turned into an exhibition. There now follows a review of all the possibilities that exist for the development of the villages: On offer for guests Around each village will be markedbicycle and walking paths. Villages on the rivers Mura and Dráva will get a unique place on the river (see chapter ). In this way each village will become a starting place for a visit to the landscape. Special products will be created for visitors, riding, fishing and observing the animals on the great floodplain will have a special position. Here the local people will demonstrate to the visitors how people have lived, for centuries, with and from nature Strengthening the local economy Small local firms make up the main pillar of the economic development of a region. For the population there are many opportunities for new activities: bicycle and in some rare cases boat trips and hire stables and riding, as well as coach riding inns and catering facilities production of meat and cheese. This economic development, once started, should be encouraged with loan programmes and consultations [see chapter ] Production and sales Cultural landscapes are used and we have to find ways to continue the traditional production. As tourism is interested in an attractive landscape for recreation while the nature preservation in the preservation of the important habitats, there is a common interest to find ways to conserve these areas, the products which have been produced need a market. The key issue is to link producers and consumers. Euronatur is one of the organisations which is promoting a new understanding of landscape and landscape preservation through the campaign Gourmets for Nature (NABU 1998). Two books written by famous cooks with recipes have been published, connecting habitats in Germany and in Europe with delicious dishes, which everybody can prepare. Thus the preservation of the landscape is stimulated by buying goods from local farmers. In co-operation with EUROTOQUES, the European Union of high quality cooks, Euronatur produced a manifestation on environmental friendly cooking. 123

124 A close co-operation with the breeder association of the Schwäbisch-Hällisches Pig, one of the eldest breeds in Germany, also helped to gain new markets. Together with the EUROTOQUES union gourmets festivals were organised with important persons and the press attending. More and more tourist enterprises help today to preserve the region by using the products of the cultural landscape. The Island of Mainau, the biggest tourist enterprise at the Lake Constance, uses a very high percentage of regional products in many categories as salad, milk, beer 100% in its restaurants and more than 5 % are biological produced products. Very important, for example, are products from the large scale orchards which are an important element of the landscape. The model project Konstanz (Constance) cofinanced through the EU-Life programme helps to connect consumer and producers and two farmer markets have been opened in Konstanz and Radolfzell (see Also, NGOs such as the Bodensee Stiftung and tourist associations, help to preserve the landscape through better marketing concepts. Europarc also promotes direct marketing of products to strengthen the aliens between local people, parks and tourism (see (Euronatur 2007a). Next to conservation, through the production and touristic (direct) marketing of highquality, typical regional, natural specialities the following effects can be achieved: Strengthen of agricultural traditions and villages Promotion of employment in the SME sector Improved touristic product Enhancement of typical features of the individual tourist destination Preservation and care of cultivated land, use of fallow land Existing approaches must be supported. Information programmes and possibly financial incentives can help in their implemenation. As a flanking measure the requisite land must be secured by regional planning (DEG 2003a, p. 137). In the Mur-Dráva-Region there are still little co-operation between tourist enterprises and the farmers who preserve important landscapes or habitats, such as meadows, orchards and pastures or old breeds like the Turopolje Pig. If you ride in the Steiermark (Austria) the Mura- and Dráva Route you will see a lot of fields with pumpkin, which is made into pumpkin-oil. Honey is also intensivly marketed. 124

125 The sale of agricultural products especially in Croatia will be improved with small modern units for processing (slaughterhouses, cheese plants, milking machines). In this manner the peasants will be helped to process their products in line with EU regulations, which will be applied in the future. Joining the European Green Belt brand (see chatper 10.3) would rise attention and improve the marketing. But this is something that takes time to develop (although the Programme of Work foresees it happening in 2007) and can only really start once the initiative has a sound project base and a good record with local authorities and good communications. But there are a number of ways how the Green Belt can start to initiate interest in regional products, for example by simply highlighting what parts of the Green Belt are known for what products. If browsers on the website can view different parts of the Green Belt and see what conservation projects are happening they should also be able to see what wines are produced there or whether their area is known for its craftwork (IUCN 2006, p. 204). Tourism in the Rhön Biosphere Reserve as an integral part of the regional development strategy The Rhön Biosphere Reserve is divided not by political, but only administrative borders. There are neither linguistic nor cultural barriers, which simplified the development of a common tourism infrastructure network in the region. However, the administrative division of the Rhön creates problems for tourism planners, because the tourism development strategy and programme has to comply with the regulations of all three federal states sharing the Rhön Biosphere Reserve and the Rhön region. The overall goal of the Rhön Biosphere Reserve is to promote environmentally sound economic activities in harmony with nature. The reserve acts as a model for sustainable regional development, and all activities are integrated into an overall plan that aims to protect cultural landscapes through sustainable land use, conservation and enjoyment of nature, development of sustainable tourism and the promotion of other sustainable businesses. Projects to support the extensive use and ecological production of natural resources in accordance with the needs of the biosphere reserve in Thuringia were supported by the European Union and the state of Thuringia. At present 6 % of the agricultural lands in the Rhön are under biological crops. 125

126 In order to promote cultivation of ecological crops, the Rhön regional working group (ARGE) introduced a regional Rhön bio-label award. The projects have been supported by local communities, and most of them are self-sustaining businesses now. Moreover, tourism projects are promoted through cooperation with agriculture, the manufacturing industry and commerce. For example, the marketing of products from traditional orchards, Rhön lamb, beef and brown trout is coupled with services in the field of leisure and tourism. Together with extensive agriculture and forestry, tourism is one of the leading land-use activities in the Rhön region. Moreover, tourism development is successfully coupled with agricultural projects. For example, nearly half of the tourists in the Rhön buy regional lamb sausage and local bread. However, the administration of the Rhön Biosphere Reserve is not directly involved in the tourism business, relying on the partnership with local and regional stakeholders within the frameworks of ARGE. Created in 1997, this public association of regional stakeholders from five administrative districts adjacent to the Rhön Biosphere Reserve promotes transboundary cooperation on sustainable development in the Rhön region and the creation of the region s image as an economic, cultural and natural unit. In particular, ARGE coordinates transboundary cooperation of tourism organizations in the Rhön region (Bavaria, Hesse and Thuringia) as a non-trading partnership of three federal states (IUCN 2006, p ). Project-examples of regional product marketing, which where co-funded by the EU- LEADER-Programme, are described on the website of the Rhön biosphere reserves (see Some more interesting websites: Next to agricultural products, the old traditional crafts like earthenware products can be revitalised to provide souvenirs. In addition there are the hand woven and embroidered costumes. 126

127 Probably in some of the villages are still individuals, who know how to make traditional crafts. In addition, the traditionally produced working and domestic devices can be staged and sold Staying in a Pannonian farm house Private room rentals are an important component of a tourism product. It is not only the very best and already traditional way to allow the population to benefit directly from the economic advantages of tourism and raise their income and standard of living. Based on them, whole stretches of countries in England, Scotland and Denmark have been developed for individual tourism in combination with the individualist's preference for contact to the local population. While in these countries the quality and price of bed and breakfast is easy for guests to gauge, in Croatia there are no comparable standards (no breakfast) for quality of rooms and price and service. For the tourist, this product appears like a roulette game from the initial contact on the street to room inspection and price bargaining. Many must be deterred by this as even the forest of hand-painted signs is neither inviting nor reliable. On the one hand, this segment can and should be developed to raise individual prosperity. On the other, price and service must be clear with a well-defined structure and control to develop this market segment properly. Denmark provides a particularly good example for quality and marketing, which is organized regionally and also uses petrol stations as a distribution channel. There are four categories in private lodgings. New standards have been set recently but apart from signposting on the roads, there is little evidence of them: 4**** = Well-equipped apartments with bathroom and kitchen 3*** = Room with its own bathroom 2** = Several rooms with a shared bathroom, 1* = Room and use of house bathroom. The division into 4 quality groups does not do justice to the differences in the rooms, nor can it. The possibilities available to the landlord and his attitude to the guest, the quality and the location of the houses, differ greatly. The rule is that the municipality supervises the rooms and that notice is given of prices. 127

128 It is also required that every guest must be registered with the police and the tourist office. Even signposting is an official requirement, but hardly anyone complies with it. With the grey market of 'unofficial accommodation', the mass of hand-painted signs on the roadside and price bargaining on the market, the impression is one of chaos. Sometimes the tourist gets the 'good rooms' and the residents of the house move into the garage. Sometimes, the boxroom is made into a guestroom in the high season. Therefore DEG recommend gearing the new strategy to at least the 3***star standard. Care should therefore be taken with existing capacity for social reasons and assistance provided for quality upgrading. New licences should only be issued, however, when the 3***star requirements have been met (DEG 2003a, p ). Objectives Old farm houses link culture with their landscape. For this reason the most important objectives are: preservation of the old farm houses via using them for tourist purposes sharing the revenues derived from tourism through the renting of empty residential space to the regional population the creation of a particular kind of tourist product in the villages. Fig : Old and decorated farm house and sleeping in the hay ( Explanation Private room rentals and sleeping in the hay (see Appendix II) are an important component of a tourism product. It is not only the very best and already traditional way to allow the population to benefit directly from the economic advantages of tourism and raise their income and standard of living. Based on them, whole stretches of country in England, Scotland and Denmark have been developed for individual tourism in combination with the individualist's preference for contact to the local population. 128

129 Lonely Planet points this out: While in these countries the quality and price of bed and breakfast is easy for guests to gauge, in Croatia there are no comparable standards (no breakfast) for quality of rooms and price and service. Today the Mura-Dráva Region only offers accommodation at some tourist hotspots.. There is a need for a network of tourist accommodation, especially for promoting bicycle tourism (see chapter 10.1 and 10.5). The following points argue in favour of the tourist use of not used farm houses: More and more people in the Mura-Dráva Region see a great potential for themselves in tourism, in order to improve their poor economic situation (Madjeric 2007). Many houses are already empty, are decaying and must be urgently put in order and used. Accommodation capacities in the Kopački-Rit nature park and in the entire region of the project will extend the stay of visitors and thus increase the revenue coming into the area. This also includes biking, guided tours, riding and other spare time activity options. Nights spent close to the tourist sights will prevent big traffic loads arising. The use of the houses as private country cottages should not be encoraged where possible, because they bring only little life and income to the village. Measures In order to create the conditions in the typical farm houses for spending the night, the following following work needs to be done: In historical houses, the ceiling can be a little lower than standard, but the size of the room is otherwise suitable for staying in. Only a small number of additional partition walls are required in order to make four to five rooms with a bathroom each. The basic standard of the accomodation brand of the European Centre for Eco Agro Tourism (ECEAT) is proposed (see ECEAT_BasicComfStandard.pdf) Sleeping in the hay can be an interesting tourism experience (for more information see 129

130 The most important first step is the construction and development of one, or a group of, model houses, to show off solutions for the renovation and the building in of bathrooms. In addition, appropriate furniture has to be found. This has to be done as soon as possible, to initiate further construction and to prevent the further decay of the houses. If the owner provides theirown labour, there would be less subsidy needed for the appropriate construction. It is essential that in a single village, several houses be repaired, so thatan appropriate programme of activities and options can be created around them. Owners of farm houses who are interested in the appropriate construction should be encouraged. This could be encouraged by the creation of an association for the use and conversion of the old houses. It is particularly important that the local population is made aware of subsidies and other possible incentives and help for starting up and marketing tourist activities. Next to the protection of the landscape, culture and tradition, it is important that the architecture of villages and their houses is notchanged by the use modern materials and elements, which are not typical for them. The public administration are already responsible for public space and for halting this kind of development and supporting a sensible modernisation and conversion of private houses. Putting yards and the facades of houses in order is the duty of the owners, who will be increasingly proud the more they are conscious of the value of their property. It would be a good idea to involve the population in the dedicated village initiatives and to motivate them with the help of contests ("Our village has to become more beautiful"), theme days and prizes, with the objective of renewing the traditional character of the villages along Mura and Dráva. A nice example of the success of this kind of initiative can be seen in the proclamation of the little Croatian village of Gigoc, the European Stork Village in Here, during the last few years, there has been no further erosion of the wood house stock, nor have there been the construction sins committed in the other villages. Apart from that, the village has taken part with rising enthusiasm each year, in association with the Nature Park and the city of Sisak, in the Stork Festival (DEG 2003b, p. 62). A competetion `Mura-Dráva Region friendly accomodation 2008` would be a good chance to promote this potential, to rise the individual engagement and with it the level of quality. The competition tender from the German Harz national park can serve as a model (see 130

131 Marketing with accomodation- and eco-labels can help tourism suppliers identify critical environmental issues, speed up the implementation of eco- efficient solutions and lead to effective ways of monitoring and reporting on environmental performance. Furthermore, while ecolabels can help sell tourism products, they also mark products and services that can decrease the use of resources such as energy and water, thus reducing costs for the operator. Ecolabels are thus both a marketing and an environmental management tool. A UNEP publication, "Ecolabels in the Tourism Industry - A Practical Guide to Good Practice: Managing Environmental and Social Issues in the Accommodations Sector" (1998), examines the role of ecolabels within the context of voluntary self-regulation in the tourism industry. It aims to help those applying for ecolabels understand better the nature of ecolabel schemes, and to provide a guide for all those involved in designing and operating ecolabel schemes - the tourism industry, local and national government, local communities and non- governmental organizations. The publication describes the key elements needed to make a tourism ecolabel effective, credible and efficient. These include the framing of effective criteria for qualification, an objective procedure for assessing the performance of applicants and a sound monitoring system. Examples from existing schemes are used to demonstrate the range of solutions available in each case. The structural framework of tourism ecolabels is examined next the financial and human resources needed, the levels of membership fees that are levied, the amount of technical assistance provided, and the forms in which marketing support can be offered. Means of assessing effectiveness are also discussed. "Ecolabels in the Tourism Industry" will be of interest to public authorities, industry associations as well as private entrepreneurs wishing to join or launch an ecolabel programme for the tourism sector. It will also be a useful tool for evaluating or improving existing schemes (UNEP 1998). For the marketing of accomodation in the Mura-Dráva Region it is helpfull to consider the ADFC criteria for bicycle-friendly accommodation (see chapter (6.)) as well as ecolabels. 131

132 The following eco-labels are recommended for the Mura-Dráva Region: European Ecolabel for tourist accommodation and camp site services ( TheGreenKey for hotels, youth hostels, campsites, holidayhouses and restaurants ( Quality brand of the European Centre for Eco Agro Tourism ECEAT ( Label for rural accomodation of the European Federation of Farm and Village Tourism EuroGites ( All this labels are detailed described in Appendix II. 132

133 7 PROMOTING BICYCLE TOURISM THROUGH THE MURA-DRÁVA ROUTE 7.1 Bicycle tourism As a result of the high importance of sustainable tourism development of the Mura-Dráva Region for protecting the natural heritage (see chapter 4), one aim of the EU-INTERREG III B CADSES Project European Green Belt (see chapter 3) is to prepare for the Crotian part a feasibility study for the development ofbicycle trails along the Croatian borders with recommendations for pilot projects. Therefore this chapter will describe how to develop bicycle tourism in the Mura-Dráva Region. Bicycle tourism can be structured in three ways that can often be combined: bicycle tour, consisting of several stages from one overnight stay to the next one-day bicycle trips or trips of several days in the form of star-shaped tours from a convenient starting point Target Group Cycle-tourists do not form a homogenous group. Whilst young people are somewhat under-represented, there is a fairly high proportion of children accompanying adults. A great manybicycle-tourists are in the 25 to 49 age group. The image ofbicycle-touring as the "poor man's holiday" has long been out of date, as most holidaymakers are now to be found in the "new middle class", i.e. middle-ranking and senior white-collar workers, teachers and civil servants. Mostbicycle in couples, but there are also sometimes larger groups of more than 4 people (Bett & Bike Deutschland 2007). For the Mura-Dráva-Bicycle Route the following inhabitants and tourists of the home countries along Mura and Dráva and abroad are assumed to be the main target-groups: Visitors exploring the area o individuals (inclusing youth who like to stay in nature) and families taking leisure rides into the countryside o guided school-tours o people interested inculture and history o tourists from cities within a distance of 100 km (including Zagreb and Pecs), who like to ride a bike o long distance tourists, often as families with young children Recreational and sport cyclists 133

134 7.1.2 Types ofbicycles It is important to understand that a wide range of types ofbicycle will be used on the Mura- Dráva Route. Apart from the many types of conventionalbicycle that are available to buy, or hire, it must be remembered that not allbicycles are bicycles. Some people ride conventional tricycles (these are ideal for disabled riders) and many of the recumbent bike designs that are available (often called Human Powered Vehicles - HPV) have this wheel layout. Some cyclists tow luggage or child-carrying trailers and like tricycles these requirebicycle trails and lanes of greater width. HPV, like tandems and child trailer-bikes, may have long wheelbases; this should be taken into account. A new generation of smallwheeled bikes has come onto the market and these need special consideration too. Most of these can be folded for transport by train or other forms of public transport, so they will be attractive to potential EuroVelo users wishing to travel to different parts of the network. In many cases thebicycles used by long distance travellers will be laden with luggage and not very manoeuvrable. Having to carry this type of machine up steps at a bridge, or in order to board a train or ferry, may not be a realistic option for these users. Many users will not use the wide all-terrain tyres fitted to mountain bikes and route surfacing should reflect this (Sustrans 2002, p ). Fig : Wide range of bicycle types with different requirement (image sources see picture credits) Behavour From surveys it can be clearly seen that many cyclists take the first trips within their own country. After having made various experiences within well-known standards and conditions (climate, language, meals, hotels, etc.) more adventurous trips to neighbouring countries are undertaken. Often, the very well known trails are used (Danube Valley appr cyclists per year). Eastern European states especially Poland could see an increasing number of bicycle tourist from the West. 134

135 The bicycle holidays are very often (90 %) organized without the aid of a tour operator or other intermediary services. When cycling a long-distance trail about 50 % of the tourists arrive by public transport. When it comes to cycling shorter thematic routes, biking regions or mountainbike regions tourists prefer to travel by car. Most of the bicycle tourists travel in pairs, then families, and in a growing number in larger groups of 6 persons or more. 55 % of bicycle touristsbicycle from village to village, 40 % stay in a hotel and take day trips from there, 5 % are city-tourists and use the bike for various trips in the city or vicinity. The length of a bike holiday is about 7 to 11 days. Dutch cyclist are famous for taking exceptionally long bike holidays: up to 14 days on average (Happy Bike Hungary 2007) Expectations The following points will give a feeling, what are the expectations of cycling tourists (from Happy Bike Hungary 2007): Hotel/ Gastronomy [see chapter (6.)] Possibility to stay for only 1 night at no extra cost Larger than average breakfast Bike lockers Possibilities to dry clothes Possibilities to repair bike Availability of maps Transport service for bike, luggage and persons Tipps for trips recommendations of local attractions, thematic routes Support for reservation for next night Landscape Nature, lovely scenery nice local buildings and farmhouses cultural attractions local events shopping possibilities 135

136 Cycling trails A well maintained system of bike trails good surfaces (except mountain bikers) No or very little traffic safe crossings Clear, attractive and maintained signboarding (trails, to attractions and to hotels) Service chain The bike tourists expects service quality at all levels: Only if the services render a continuous and good quality service will bike tourists become a return-customer and spread the word about his or her good experiences in the host region. This service chain goes from the first contact to the reservation, from the journey to the hotel, to the quality of bike trails, to biker s services, to attractions, to the departure and to customer relation management once the tourist has left the region Economic value Rural communities throughout Europe are discovering, thatbicycle routes can be more than just a healthy and pleasant way to travel. Bicycle tourism is still the fastest growing part of European Tourism. Surveys show that 2.2 Million. Germans alone are planning to take a cycling holiday within the next three years. Specialized tour operators encounter a growing rate of almost 13 % per year for cycling packages. Cycling is on the top ranks of holiday activities, together with hiking and swimming. The development of cycling trails (thematic and long-distance) is going on in countless regions all over Europe. In Germany 190 long-distance trails are known this adds up to a total number of 40,000 km. In Austria especially in the valleys of larger rivers (Danube, Enns, Salbach, Dráva and Mura) bike trail systems are installed. And of course more and more mountain bike regions are developed. Besides investment in hardware (trails, sign boarding, bridges, bike lockers, resting areas, etc.) software is also being developed. This includes e.g. bike hotels, bike service and hire stations, service forbicyclers in cultural and natural attractions, bike events and heavy investment in bicycle tourism marketing. When visiting tourism fairs it can be clearly seen that especially brochures and leaflets of attractive bike regions attract lots of interest. Many accommodation providers have specialized to cater for the cycling tourist. In Germany bike hotels count up to 4,536 in the year 2007 [see chapter (6.)] (Happy Bike Hungary 2007). 136

137 The average daily spendings of bike tourists are higher than those of a tourist without a bike: For packages as well as for individual trips the daily spendings are about 15 % higher than on average. In Germany, figures from Allgemeiner Deutscher Fahrrad Club (ADFC) reveal, that the 150,000 cyclists spent an average of per day (davon for accomodation) while visiting the Sachsen- Anhalt section of the Elbebicycle way during Thus a biker spent an average of 450 in the country, which sums up to an annual volume of 67.8 millon. ADFC also calculates that 280,000 cyclists visited the Saale river route in 2004, with expenditure totalling 12 million. In Switzerland, figures from nationalbicycle group Veloland Schweiz reveal that trips onbicycle routes generated revenues of approximately 84 million last year. The study found that a total of 4.5 million trips were made on the country sbicycle routes in 2004, with expenditure on accommodation, refreshments and other items totalling CHF 130 million. Single day trips were most common, totalling 4.3 million trips. These accounted for expenditure of CHF 55 million (approximately 35 million), while trips of two to three days accounted for revenues of CHF 20 million (approximately 13 million). Longer trips generated revenues of CHF 55 million (...). One of the leading success stories of Europeanbicycle tourism is the 324 km Danube route in Austria, which has seen a steady growth inbicycle tourist numbers since it was opened in the early 1980s. A survey by the Austrian Tourist Board attributed up to 80 per cent of overnight stays at hotels along the route tobicycle tourists. WTO point out that 717 million international visitor arrivals in Europe are predicted by 2020, most of whom will be travellers within Europe. Assuming that five per cent of these predicted arrivals enjoyed some form ofbicycle tourism, this could yield 21.5 billion per year, much of which would benefit rural destinations (ECF 2005, p. 1). In 2003 a family travel group of nine (5 adults and 4 children) brought CHF 13,000 (=57,682.2 Croation Kuna (dating from 07/07)) into the region, resulting from an eight-day bicycle holiday on the existing Dráva route with ten hired bikes and an accompanying minibus as well as 88 overnight stays with breakfast and supper as well as a ferry crossing by a farmer and provisions from local shops (from Cyrill & Keller 2002, p. 15, translated) Trends Bicycle tourism is a growing industry and will still continue to rise. The trend goes towards a high quality tourism concerning hardware as well as software/ service quality 137

138 The trend is towards a high quality tourism concerning hardware as well as software/ service quality The trend is also towards shorter, but multiple bike trips per year Bus tour operators have taken account of the bike-trend: More and more packages are created and sold The trend in many countries is to develop a mutual signboards system for trails (e.g. Veloland Switzerland, Germany D-NETZ, in Austria mutual systems for each federal province) Cross border cycling trails find increasing interest Many regions are developing thematic routes and provide thematic installation and service The positive development on the market gives hope for further chances: Cycling holidays will see substantial increases in the future. 7.2 Developing the Mura-Dráva Route Current situation At the moment the Mura- and Dráva-Route are already very famous in Austria. Yearly about 30,000 cycling tourists use the Mura valley in Austria alone (Steirische Tourimus GmbH 2006). The Mura Route is already signed from the spring to Bad Radkersburg close to the Slovenian border. Fig. 53: Murabicycle trail ( 138

139 The Mur Route also offers ideal permutations with other cycling routes:bicycle trail R5 starts from the Mürztal or the Semmering (ideal for those taking the train, say, from Vienna to Mürzzuschlag) and joins up with the Murbicycle Route in Bruck an der Mur. In Leibnitz you can enter thebicycle trail network of the wine region in southern Styria, while in Bad Radkersburg the network of the thermal spa region beckons (R 12). All the bike tours around Bad Radkersburg are described on the web site < The Dráva Route starts at the spring and runs already to Maribor in Slovenia. Fig. 54: Dráva Route ( The Croatian Koprivnica-Križevci County already has a 84 kilometre long cycling route called the Croatian Dráva Route. The route, which is marked on its entire length, stretches from the mouth of the Mura River as it enters the Dráva River near the town of Legrad and follows the Dráva to the town of Pitomaca. The route avoids long stretches of the same landscape and does not stick just to the main streets of the local towns but turns off to fields and forests and passes through out-of-the-way villages. Besides that, it winds its way through the world-renowned village of Hlebine, the cradle of Croatian naive painting and it passes Lake Oderica and the Dráva River. 139

140 Fig: 55: The Dráva-Route Legrad-Pitomaca (Madjeric 2007) The route mostly runs along the river bank. However, in certain places it is possible to make a detour to swimming and observation areas. However, these places are not signposted as yet. There is need for action to improve the availability of complementary infrastructure such as bicycle workshops, bicycle rentals or accommodations close to the route, as well as for the deficient route description and tourist marketing. There are already plans in the region to connect this route in the west with the popular Dráva Route in Slovenia and Austria and Mura Route in Austria and in the east via Vukovar with the famous Danube Route to the Black Sea or Budapest - Vienna. Embankments through Slovenia, Hungary and Croatia offer ideal possibilities to create a very attractive trail. A second bike travel trail is planned in the hills of the Bilogora. The trail should run from Zagreb over the Bilogora to their foothills (around 50 km to the East of Virovitica). Sporting cyclists are the main target-group. In Zagreb, some mountain biking clubs can be found which could be attracted to the region with such an offer. Moreover, a number of crosslinks are planned with the Dráva Route and as well as a connection to the Balaton in Hungary (Madjeric 2007). Already today, a 30 km mountain bike-loop route exists in the Bilogora with the points of departure and destination in Koprivnica. 140

141 Fig. 56: Planed Mura-Dráva Route EuroVelo and Iron curtain trail EuroVelo This proposed Mura-Dráva Route would fill the missing east-west-link between the routes 6 and 9 of the Europeanbicycle route network Eurovelo. EuroVelo is a project of the European Cyclists' Federation to develop [for the beginning] 12 long-distancebicycle routes crossing the whole continent of Europe. The total length of these routes is over 60,000 km, of which more than 20,000 km is in place. The aim of EuroVelo is to encourage people to try cycling instead of driving by car for more of their journeys. Although some people will have the wonderful experience of cycling right across the continent, most journeys on EuroVelo will be local - to school, work, shops or for leisure at the weekend (...). But every journey on a EuroVelo route will be slightly more exciting and enchanting, because the user will know that he or she could keep on cycling to the Austrian Alps, the Black Sea, Moscow, Athens or Santiago de Compostela. 141

142 The development of the EuroVelo routes is carried out by national, regional and local governments and NGOs in all the European countries. But the international status of routes selected to form part of EuroVelo helps in the preparation of funds [see chapter (5.) and political support for construction. Only routes approved by the EuroVelo route coordinator have the right to call themselves EuroVelo; this is an important badge of quality for both the cyclist and the route promoter (Sustrans 2002, p. 3; see Iron Curtain Trail The Mura-Dráva Route is already part of the Iron Curtain Trail, whose route description is in process by Michael Cramer, member of the European parliament. It should be the longer term aim, to develop this route describtion to the Eurovelo-Route European Green Belt. The European Parliament has called on EU member states to support a proposal to promote the 6,800 km route of the former Iron Curtain as a tourist trail that would preserve the memory of the division of the continent, show how it has been overcome through peaceful European reunification, and promote a European identity. (...) Twelve member states have so far given their support to the project, including: Finland, Estonia, Latvia, Lithuania, Poland, Germany, the Czech Republic, Slovakia, Austria, Hungary, Slovenia and Greece. In December 2004, the German Bundestag voted unanimously to protect its 1,400 km long border strip and to exploit it for 'soft tourism' ( It should be the longerterm aim, to develop the describtion of the Iron Curtain Trail to the EuroVelo-Route European Green Belt. 142

143 Fig : EuroVelo Network (Sustrans 2002) and Iron Curtain Trail ( Model for the Mura-Dráva Route The Mura-Dráva Route should play a relevant role in the development of sustainable tourism (see chapter 6.4 and 6.6.5). However, this objective can only be achieved if the potentials and concepts are widely acknowledged in the regions between the river springs and the estuary. A cross-border tourist model should therefore be developed for the Mura- Dráva Route together with local agents (see chapter ). Through this participatory process there is a great opportunity to familiarise as many people and institutions as possible with the subject matter and in this way to achieve a high degree of acceptance and commitment. The following proposed model based on the model for the Mura-Dráva Region (see chapter 6.6.4): Who are we? The Mura-Dráva Route runs from the two river springs to the estuary in the Danube across a multitude of landscapes and regions of Austria, Slovenia, Hungary and Croatia that are rich in contrast. 143

144 From these countries, national, regional and local non-governmental organisations like cyclist federations and environmentalists as well as authorities and tourist agencies met on the 01/01/2008 for the first transborder Mura-Dráva Route Conference and agreed the following concept. What do we want? Together we support that the Mura-Dráva Route s attractiveness be continuously increased. Uninterrupted from the river springs to the estuary, across national and communal borders, it shall be developed as one of the most appealing riverbicycle trails in Europe. With the purpose of jointly advancing the development, we meet as syndicate Mura-Dráva Route at least twice annually for tuning and in order to mutually provide information on the current state and the future projects. The thematic work takes place in various working teams. How do we get there? Objectives for the Mura-Dráva Route Continuous development into a qualitybicycle trail Our common goal is the (further) development of abicycle trail that satisfies the high and increasing demands for quality of the cyclists or even exceeds them. The infrastructural development is as much part of this as the advancement of target group specific services, particularlybicycle friendly accommodation andbicycle friendly catering. Increasing the awareness level of the Mura-Dráva Route We strive for an increased awareness level of thebicycle trail in the long term by effective outside marketing. The goal is to boost the number of enquiries for the Mura-Dráva Route continuously and to improve its ranking significantly on the popularity scale of European riverbicycle trails. Our aim is that until 2015 the Mura-Dráva Route will rank among the top five of the most popularbicycle trails in Europe in thebicycle travel analysis of ADFC. 40% of the bicycle visitors shall also travel on the Slovenian-Hungarian-Croatian part. Further distinction and development of a stable market position of the Mura-Dráva Route In order for the Mura-Dráva Route to distinguish itself clearly from the competitors, its strengths must come to the fore and be further developed and the existing weaknesses reduced little by little. The goal is to continuously increase the rate of cycling guests in the bike-friendly accommodations and the bicycle-friendly gastronomies. 144

145 Development of the offers along the Mura-Dráva Route We seek to continuously increase the attractiveness of the Mura-Dráva Route through the further development of concrete offers. In introducing season-prolonging measures, for instance, we try to absorb additional potential. The aim is to raise the degree of utilisation of the bike-friendly accommodation and the bicycle-friendly gastronomies. Advancement of an efficient cross-border and transregional marketing A marketing network from the river heads to the estuary shall be developed continuously and assure an efficient market performance of the Mura-Dráva Route. Through a harmonised and enhanced market presence of the entirebicycle trail we attempt to use synergy effects. Strategy of quality enhancement In order to achieve all these goals we pursue the following strategies that will be complemented with measures by all of the Anrainers of the Mura and Dráva. Upgrading of the Mura-Dráva Route with a consistently high-level road quality consistently optimal standardised signposting high-quality complementary infrastructure e.g. rest areas, bicycle stands and locking facilities as well as information boards. Consistent advancement of services through the quality enhancement of offers by tourist service providers (e.g. bike-friendly accommodation and gastronomy, combined products canoe-bike and bike travel without luggage). an improvement of the common information service for bicycle tourists along the entire way (e.g. internet presentation, bicycle tourism map, Mura-Dráva Route booklet etc.) signposting for gastronomy in accordance with agreed criteria forming of a network of further services (e.g. bicycle repair shops, bbike rental outlets, shuttle services) quality protection along the Mura-Dráva Route by control systems (quality checking bikers and evaluation) and complaints management 145

146 7.2.4 Route selection and basic technical criterias Guidelines For the route selection the EuroVelo Guidelines for Implementation should be recognized: These guidelines are the standard by which internationalbicycle routes should be created. It lists the best existing technical practice from 12 countries (both within and outside the EU) and at European level. They thus provide a coherent framework for development of both on-road and greenwaybicycle routes (Sustrans 2002, p. 4). Sustrans is at the forefront of developing best practice in the design ofbicycle facilities. Its guide Making Ways for the Bicycle - A guide to construction of traffic-free (Sustrans 1994) is the definitive guide to off-roadbicycle-path construction. It can be downloaded in the internet (see In the Guidelines and Practical Details issue 2 for the British Nationalbicycle Network (Sustrans 1997) you can find series of information sheets for professionals for example on topics such asbicycle parking,bicycle tourism and design issues. This guidelines and practical details are equally suitable for cycling infrastructure at all sorts of regional or local levels (see However, it should be remembered that the layouts shown in these manuals and guidelines of other jurisdictions not only reflect local custom and practice but also incorporate local legal requirements and obligation. Route providers will have to adapt any given solution to reflect their own local circumstances. Route providers need to make their judgements based upon local circumstances. They should also be aware of their own (and their organisations') legal position when promoting cycling schemes that may include sections of infrastructure not designed to specific national standards. It is the responsibility of the practitioners using this guidelines document to ensure that they undertake the design and implementation of any facilities intended for EuroVelo within the legal, engineering and public safety frameworks of the organisations within which they work (Sustrans 2002, p.35). 146

147 Guiding principles The following five guiding principles of the EuroVelo-network should be applied for the Mura-Dráva Route, too (after Sustrans 2002, p. 11): Safety: A route that minimises dangers for cyclists, pedestrians and other users, and gives a feeling of security Coherence: A continuous route with a distinct and identifiable character, integrated with local roads andbicycle paths Directness: A route that avoids unnecessary detours, although it may detour to visit special landscapes or sites of interest. Attractiveness: A route that complements and enhances its environment in such a way that cycling is attractive Comfort: A route that enables a comfortable flow ofbicycle traffic and is easy to use. Safety The two basic technical criterias for EuroVelo routes are safety and consistency. EuroVelo has already put in place some basic technical criteria. After Sustrans (2002, p ) these are: shared on-road routes should normally carry less than 1,000 vehicles per day and only in exceptional circumstances more than 3,000 vehicles per day cycle lanes beside the highway should not be located alongside roads carrying more than 10,000 vehicles per day. In exceptional circumstances they may be co-located for up to 2 km sections of route defined as "traffic free" may carry up to 50 vehicles per day traffic-free route sections should be wide enough for two cyclists tobicycle side-by-side most of the time, with a desired standard allowing two pairs of cyclists to meet and pass safely. Variable widths are acceptable along a route gradients of more than 6 % should be avoided wherever possible, although on mountain sections the maximum gradient may be 10 % or greater routes should generally be open all year and in all weathers alternatives should be considered for sections of route very heavily used by other types of non-motorised traffic (walkers, horse riders, etc.); the priority is to minimise possible conflicts 147

148 Cyclist safety should be a prime concern for everyone involved with the implementation of anybicycle Programme. Safety is "road safety" in traffic conditions and personal safety and security. These judgements can only be made locally with local knowledge. When planning routes for EuroVelo the route providers should always consider if they would be happy for their children or their parents to use a route that they have designed. Safety therefore includes: the absence of danger from motor vehicles surfaces, gradients, turn radii etc which avoid the danger of falling or crashing, even for inexperienced cyclists safety at bridges etc, with safety fencing and balustrades where needed construction quality and maintenance, e.g. to avoid danger of bridge stones or trees falling onto cyclists or creating dangerous obstacles personal security, safety from robbery or attack (Sustrans 2002, p Fig : Coloured surfaces and bicycle trail routing under bridges Safety for cyclists is largely dependent on the flow and speed of motor traffic. At low flows and low speeds, cyclists and motorists can share road space with no significant danger. As flow or speed increases conditions become increasingly unpleasant and dangerous, requiring measures to restrain motorised traffic. The designer must judge whether traffic speed and/or flow can be satisfactorily reduced by remodelling links and junctions, or demand management measures, or whether cyclists might benefit from segregation. The designer should bear in mind that the inexperienced cyclist or family group will benefit from segregation from motor traffic at lower speeds and volumes than the experienced cyclist. A preliminary route survey should therefore assess the safety of links and junctions and the scope for safety improvements. 148

149 Route alignment is also crucial for example, a cyclist will encounter less risk in turning right onto a major road and then left off it, rather than the other way around. Equally important is the safety and convenience of other non-motorised travellers - walkers, inline-skater, wheelchair users and horse-riders, who may be able to benefit from the development of a particular part of thebicycle network (Sustrans 1997). Traffic calming can be achieved with a lot of measures e.g. road humps, optical width measures and entry treatments in villages. The topic is described detailiy in chapter 6 Sustrans (1997). Accessability for all There should be a presumption against the use of any access barriers onbicycle trails/ footpaths because of the difficulties they can cause for users. It is acknowledged that there will be situations where access barriers in some form will be required, but it is important that the level of restriction provided by the access barrier be as low as possible commensurate with the problem to be tackled. The figure 61 shows three levels of access barrier. Bollards provide the least difficulty for all cyclists and wheelchair users to negotiate while the access barrier with wheelchair bypass will force cyclists to slow down and in many cases stop and will be particularly difficult for tandems, tricycles andbicycles with trailers to negotiate. Where there is a perceived problem with motorcyclists, only part of the full barrier should be installed in the first instance, narrowing the access. The remainder should only be installed if there is a problem after completion of the route. It should always be borne in mind that a high level of usage is the best form of deterrent when considering issues such as motorcycles, fly tipping and occupation by caravans (Sustrans 1997). Steps can be a big barrier forbicyclers, especially for (elderly) people with lugguage. But shuve-trails on the stairs are a shep and fast solution for the first. The end-aim should be ramps. 149

150 Fig. 61: Three levels of access barrier and (Sustrans 1997) and shuve-trails for stairs. Coherence Coherence of an EuroVelo route across a number of countries will be guaranteed by adherence to the criteria for EuroVelo routes. It is the signing and interpretation systems, however, that will most be visible to the user and that will link these elements into an integrated whole (Sustrans 2002, p. 22). Signing is so central to the success of route that it is treated in chapter Directness and convenience The Mura-Dráva Route should preferably run on the direct way, but not within one country only but as for the border route between Denmark and Germany bridge rivers several times and thus borders as well. 150

151 Fig. 61: Die Grenzroute The Border-Route ( Ferry services and bridges allow for a better connection of people living along the Mura and Dráva but in different countries. They make possible an intensive exchange, so that inhabitants as well as tourists can get to know the other side better. Regional differences as well as cross-border mutualities can thus become obvious and lead to a strengthening of the transborder regional identity. An important aspect for a good neighbourhood relationships is tourism development of the the Mura-Dráva Region, which will link people from four countries. Fig : Transborder bridging with reaction cable ferry service or bridges wich are with its unique design formativing the landscape ( Hereunto ferries shall be preferred, for bridges require high investment and permanent maintenance costs, do not create permanent employment, disfigure and disturb the appealing (natural) landscape, the basis of tourism of this region and chop up habitats and passageways of many endangered species. Due to the heavier and more frequent flooding caused by the climate change, maintenance costs are likely to increase. 151

152 In Croatia a number of reaction ferries still operate on the Croatian rivers of Dráva and Sava. Their service appears to be very reasonable: With their cable winch system, which uses the force of the river current, they operate nearly noiseless and without emissions and with very low energy consumption, which is produced by a few solar panels and can be saved in batteries for overcast days. Additionally they are often seen as fascinating attractions by tourists. By means of hand-operated crank handle ferries, smaller feeder rivers or channels could be crossed in an exciting way and a Do-It-Yourself manner. Fig : Hand-operated crank handle ferry, draw bridges, where there is occasional boat traffic on feeder rivers and channels and a safebicycle trail on a bridge Attractiveness and comfort The route selection of the Mura-Dráva Route is very important to become attractive for tourism. It is advised to avoid uninteresting or monotonous stretches wherever possible. For the Mura-Dráva Region this is crucial, because e.g. during season for bicycle tourism, the corn reaches so high that cyclists are not able to see anything else. An enhancement of the quality of landscape view can be achieved through the construction of flowering waysides along the trail, hedges and rows of trees. In this way the value of the cultural landscape for conservation can be further improved as well. Bicycle trails on upgraded embankments-paths offer a direct and scenically appealing course through the floodplain landscape. 152

153 Fig : Biking through corn-corridors is not attractive, green corridors with hedges and rows of trees are a solution for bikers and nature Shared paths All new sections of traffic-free path will be designed equally for pedestrians, including wherever possible people with a disability (including users of wheelchairs). In some instances, provision for horses will also be required, and in these cases the appropriate standard will very much depend upon the level of use anticipated. Whilst most sections of these paths will have unsegregated use, segregation will be appropriate in some circumstances (Sustrans 1997). 153

154 Fig. 79: Sharedbicycle trails, footpaths and bridleways (Sustrans 1997) 154

155 Fig : Bridle ways can complicate the utilisation by pedestrians and bikers especially in wet weather ( That is why they should not be directed on common paths Minimising impacts to environmental and nature To preserve the area next to the bicycle trail, carefully managed measures should be taken according to each specific context and in collaboration with naturalists and local authorities. A study can help to locate real and potential environmental threats hanging over fauna and flora, as well as for future users. The work is carried out in accordance with indications given by the head of the ecological study. By marking with pickets, in collaboration with the works manager, elements which should be protected and preserved can be identified during work. Apart from precautionary measures taken, the study gives a series of instructions about important operations, grubbing, levelling and about periods during which work should be carried out (European Greenways Association 2000, p. 44). More about environmental surfacing issues can be found in the following chapter. In the same way new roads have to be assessed to judge their environmental impact on the areas through which they pass, an environmental impact assessment in accordance with European Environmetnal Lawshould also be applied to newbicycle infrastructure, especially in the countryside and where it passes through ecologically sensitive areas like embankment-paths through floodplain-woods and (potential) NATURA 2000 sites. Although an individual cyclist has a low impact on the general environment a frequent flow of cyclists could damage a fragile eco-system. Cyclists and nature can mix successfully but advice should be sought in order to minimise any risk to the environment. It should be borne in mind that effective, promotion of access bybicycle can help to reduce the impact of motor traffic [like polutants,noise and CO2-emissions, which are mainly responsible for the global climate change] (Sustrans 2002, p. 26). 155

156 Fig : Bicycle trails on embankments enable nice views in the floodplain and cultural landscape. However riding behind embankments is very boring, but can be a meaningfull routing for the beginning (see chapter ). The concentration of visitor numbers in sensitive areas in terms of times and sites leads to potential for conflict that can be solved by visitor management. This is based on an analysis of critical loads and risk potentials. A key aspect of this is visitor guidance by means of infrastructure planning (car parks, marked paths). Using a honeypot strategy, which combines infrastructure and an attractive range of services, visitors can be successfully concentrated in particular areas and, at the same time, acceptance for access bans in the core areas and buffer zones can be increased. For example, a comprehensive visitor guidance concept has been developed in the Vessertal-Thuringian Forest Biosphere Reserve, where the network of tourist paths has been reduced overall; in order to avoid conflicts of use a maximum of two types of tourism use are permitted per path (German National committee of the UNESCO Programme `Man and the Biosphere 2005). For the development oriented towards people looking for recreation, the following principles should be considered: Indication of core zones that are off-limits for all use, especially leisure activities. Access to buffer zones should always be indicated by at one s own risk, removing the necessity for safety regulations that obstruct conservation principles, so that for example dead-wood trees (which constitute important habitats in the forest) do not have to be removed. Information boards at the access points should inform visitors about the legal situation in a comprehensible language. No development of recreation trails in important and easily disrupted areas, but provision of adequate by-passing. Keeping a distance from ecologically delicate structures, and only developing the areas concerned in part or at the edges. 156

157 Delicate areas can however be made accessible from a distance. It must to be considered whether there is a danger of disruption that arises from the very character of these installations, which might encourage people to enter these areas. Opportunities can be provided by look-outs, observation stands and of course the embankment-paths themselves. An example of delicate habitats are gravel banks and islands. Especially here and along the gravel banks of Mura and Dráva, ground-breeding bird species are endangered by loose-running dogs or trespassing. There is a danger that a bird may lose its clutch by people stepping on it, but also that the eggs may cool off due to the flight of the breeding parent out of fear. The especially great flight-distance of water birds must be considered, as must the fact that a single disruption can be enough to cause the loss of the entire clutch. In order to minimise the desire to trespass, these areas can be screened from view by dense planting and careful routing of the trail. Trespassing can be prevented or reduced by physical barriers like water ditches and thorny hedges as well as moral barriers like trail boundaries or instruction plates. Prohibitions should be avoided if possible. Visitor information and sensitisation as regards the disruption of habitats by noise or trespassing or their delicacy in the case of toad migration over (bicycle) trails. Provision of a few well-accessible ways (e.g. footbridges or the like) in order to minimise the use of other areas. In this respect, consciously designed difficult access points contain the aspect of an active appropriation of nature through the successful interaction with difficult road sections. Exclusion of biking or horse riding in sensitive areas and on narrow footbridges in order to not affect walkers, to preserve the footbridges and to reduce the number of visitors. Apart from specially designed access points, in these areas at least two to four bicycle parking cages (see chapter (5.)) should be employed in order for bikers to be able to visit these zones without having to fear the theft of their bikes and luggage. Definition of routes for cross and mountain bikers. Obligatory leashing of dogs and the determination of areas where dogs may run loose close to locations or car parks. 157

158 Fig : Observation footbridge with hut and timber plank path in the floodplain, which protects the sensitive soil- and water habitat, with sign warning about toad migration. Fig : Observation ladders and tower Fig : LandArt can display the trails instructions. Artistic entrance for trails that are prohibited to riders and bikers (both More information about observation infrastructure is given in chapter ) 158

159 Surfacing It is of critical importance that the Mura-Dráva Route should be surfaced and maintained to a suitable standard. A balance must be struck between what is economically, aesthetically and environmentally acceptable and what may give the best possible standard for users (Sustrans 2002, p.23). Gravel roads may be appropriate in forest areas, stone dust surfaces in some rural areas and tarmac surfaces where a path provides access to premises for motor vehicles or where the journey to work is an anticipated use. Design speeds of mph should be assumed for most locations, although higher speeds may be expected on commuter routes and downhill sections (Sustrans 1997). Not only does the cost of the surfacing and the future maintenance regime need to be taken into account; the environmental impact of the materials used is also important. For example the use of limestone aggregate, in an area where this rock is not part of the natural infrastructure, could cause problems for the surrounding eco-system due to water run-off. This is not normally an issue with higher specification and more technical products. But the use of local materials will reduce the cost and environmental impact of transport to the site, but these materials should be checked for their operational suitability and durability (Sustrans 2002, p.37). In order to keep down the construction cost of a scheme, some route providers specify less expensive surfacing materials such as loose gravel or unbound stones. However such surfaces are not suitable for every type ofbicycle, and need frequent maintenance. High cost surfacing materials, although often based upon petro-chemical products from non-renewable resources, are normally user friendly for all types ofbicycle, have a low ongoing maintenance cost and have a minimal impact on the immediate environment (Sustrans 2002, p 36-37). The majority of long-distance touring cyclists would probably prefer a smooth sealed surface (1) to ride upon although sealed loose materials (5) will be an acceptable alternative if carefully laid. Well laid blocks (3) offer a very good surface but require good maintenance and restitution after works. The use of cobbles or granite setts (4) should be discouraged as they give an uncomfortable ride and have little wet weather skid resistance. Rigid surfacing (2) when first laid is normally OK for cyclists but in time the slabs will move, they may break up and the joints open out resulting in an uncomfortable ride. Compressed stone dust (6) can give a reasonable surface if well rolled in appropriate weather conditions, but this is dependent on the stone type - some types of stone will not bind together. 159

160 This surface will erode and break up after time, especially in poor weather conditions. Loose materials are not suitable for long distance bicycle routes. In order to keep down the construction cost of a scheme, some route providers specify less expensive surfacing materials such as loose gravel or unbound stones. However such surfaces are not suitable for every type of bicycle, and need frequent maintenance. High cost surfacing materials, although often based upon petro-chemical products from non-renewable resources, are normally user friendly for all types of bicycle, have a low on-going maintenance cost and have a minimal impact on the immediate environment (Sustrans 2002, p 36-37). Grass paths e.g. on the embankments are difficult to bike on. And yet one should refrain at any rate from upgrading them all with grit or tarmac in order to minimise the degradation of the landscape and to protect the attractive scenery. Gritted pathways make for a good compromise, and tarmac trails can be provided according to the intensity of the paths use. Fig : Gritted trails (Spurwege) enable swift and comfortable progress and still fit harmoniously into the cultural landscape ( Construction of a tarmac trarack ( Transborder umbrella brand and corporate design In order to be successful, The cross-border Mura-Dráva Route should be promoted under a single tourist umbrella brand from the river heads to the Danube. This as for the Mura- Dráva Region as a whole requires a proper corporate design. The region s population should be involved in its development (e.g. competition for the design of a logo). However, it needs to be professionally organised due to its high significance and complexity. 160

161 Essential tasks include: 1. Market competition requires the attraction of attention through the promotion of regional identity 2. Consistency in appearance must work both inwardly and outwardly to establish credibility and trust 3. The degree of awareness and brand-recognition will increase the efficiency of marketing measures 4. The inhabitants of the region, holiday-makers and project staff must be motivated, since a good design increases the well-being and sympathy and therefore the willingness for identification For this project, this meansa standardised visual appearance through e.g. the use of a logo and slogan in respective colours (corporate colour) in the branding on websites, booklets and maps as well as corporate architecture. You can find examples for corporate design manuals under < A website on corporate identity can be found at < Logo and slogan In Austria and Croatia the Mura and Dráva Route indicated by distinctive road signs. For EuroVelo routes a common logo is being designed that will allow for the addition of an individual sub-logo. In case of the Iron Curtain Trail being marked out as a EuroVelo route in the course of the European Green Belt Project, this could find its place here. The logo of the Mura-Dráva route can than also be included on the sign. In accordance with the unique selling point of the Mura-Dráva Route, the slogan could be Five countries, one river, great experience or One river, one trail, five countries. The inhouse slogan of the tourist development of the Mura-Dráva Region could be with reference to the history and in terms of the European ideas of unity What belongs together grows together desire for discovery! Corporate colour and architecture The proposed corporate colour is red. It can be found on the flags of all the countries through which the Mura and Dráva flow: Italy, Austria, Slovenia, Croatia, Hungary and Serbia. Furthermore, red provides a strking contrast to the green landscape and the blue sky, and can therefore be recognised easily. 161

162 The flags of the countries along the Mura and Dráva Fig : Red benches in the landscape As for the corporate architecture, one could use the ever recurring design element of waves, because the trails along the Mura and Dráva will wind through the beautiful landscape. Recognisable infrastructure (for instance benches and picnic sites) will enhance the quality of the stay in this area,as the landscape can be experienced in a special way (see chapter ). Moreover, the duration of the stay in the region will be prolonged, bringing with it economic benefits. Marketing and information material Marketing and information material for bicycle tourists is in great need of improvement (see chapter (1.) and 10.6). The Mura-Dráva Route should be mentioned in cartography and advertised through brochures and internet presentations at least from the river-heads to the estuary with a brief description of the route and landscape, including specifications on the degree of difficulty, length and average duration of travel as well as sights, ferry timetables and connections in local public transport as well as gastronomy and accommodation. Information should preferably be provided in five languages Slovenian, Hungarian, Croatian, German and English. 162

163 Recommended signing system Signing elements Whether the Mura-Dráva Route is a success or a failure will depend on its signing. Signing of cycling facilities comprises many different elements. These include (after Sustrans 2002, p. 28): formal, or authorised, upright signs mounted on posts, street furniture, walls, etc. giving route directions and numbers road markings that convey similar information signs and markings that give warnings or convey legal information formal or informal signs which "brand" the route simple signs (or even marks) that are used to "waymark" a route and reassure users that they are following their chosen route signs that direct users to nearby locations which are either important or useful, signs, or Information plates, that interpret the route and add interest to the trip. 163

164 Fig. 90: The Danish System clearly forms part of the national transport scheme; cycling is seen as a mode of transport for all purposes (Sustrans, p. 30) Signing for cyclists Signs for cyclists should be designed and located to be clearly and easily understood by cyclists. Some national signing rules, devised primarily for drivers of motor vehicles, may not necessarily apply for cyclists, who have different needs. Cyclists have a different field of vision and view of the world to motorised road users. High mounted signs may be difficult to see, whilst small signs, Symbols and logos painted on the carriageway can be more useful than they are to drivers. Although cyclists need clear signing they do not necessarily need large signs; as they travel relatively slowly smaller typefaces, symbols and logos can be used. 164

165 Cycling is an environmentally friendly transport mode andbicycle signage systems should not be unduly intrusive, especially in historic areas or scenically sensitive locations (Sustrans 2002, p.31). It is the view of EuroVelo that, of the various national signing systems used in Europe, the clearest is that developed in Denmark and subsequently adopted (with minor variations) by Slovenia, Estonia and the United Kingdom. They recommend that any country considering adopting or changing a nationalbicycle signage system should first consider using the Danish System as a basis (Sustrans 2002, p. 30). Key signing issues The key issues regarding signing are continuity, legibility, authority and maintenance. For a traveller who is away from their own home environment it is essential that the route is clearly and regularly signed, and that the signs, passed in succession, are clearly part of a single coherent system. Good cross border liaison is imperative in the context of signing continuity, too. It should never be assumed that the user knows the way or has an inbuilt sense of direction. A good discipline is to imagine that the user will be travelling without a map, knowing only the route number and the main cities through which it passes. The best way to plan route signing is from a bike, and the route should be ridden in both directions to ensure no signs are missed out. There should be positive directions to a route destination for cyclists (or at least a route number) given at each junction. After each junction there should be a route confirmatory sign, which is normally a route number or symbol and these should be repeated at frequent intervals - say 2 to 3 km - between junctions. In very rural areas a simplified form of waymarking the route with logos, route numbers or symbols painted on the surface of the road or trail may be sufficient and more economical (Sustrans 2002, p.31). Signposting should be multilingual and at least in the languages of the neighbouring countries of the respective section, as well as in English for international guests. Further languages such as German, Slovenia, Hungarian and Croatian are also desirable in the other sections. This is particularly important for the town-names, which often differ between countries, in order to prevent mix-ups and confusion. Generally the principle should be: the more important the information, the more translations are necessary. 165

166 Sign location and maintenance If not fixed to, or painted on an immovable surface (road, wall, etc.) all direction and route signs should be fixed so that they cannot be turned to face the incorrect direction, or easily removed. Theft of signs can be a serious issue in some locations; missing signs must be quickly replaced, and if metal signs are stolen for the value of the metal, plastic may be substituted. Vandalism is an international problem - as well as moving or removing signs, spray painted graffiti or the posting of printed material over signs can also lessen the effectiveness of signing. In areas where this could be a problem signs can be treated so that they can be wiped clean. A good maintenance regime is essential if an expensive signing system is to remain useful to the users of the routes. In some countries, volunteers or local associations already undertake valuable work in carrying out and maintaining signing systems, both for walking and cycling routes. Route developers may wish to consider this approach (Sustrans 2002, p ). Signing hierarchy Signing indicates the hierarchy of routes. Ideally, before putting up a single sign, the route-developer would identify this hierarchy, which might be: European-level route (EuroVelo) national routes those with regional significance local links (loop and unidirectional roads) All of these routes are important a superb international network is little use without links to stations, ferry services, tourist sites, town centres, catering and accommodation. Each level of routes supports the others and makes cycling easier. The signing system of the Mura-Dráva Region should indicate routes of different levels in a specific way: The red main signs mark the direct main trail from the Mura and Dráva river heads to the confluence with the Danube. The blue signs complement locally attractive detours or loop ways as e.g. in Slovenia the Vineyard Tour to Jeruzalem or to the stork village Velika Polana, in order to make other appealing landscapes and interesting sights accessible. 166

167 A third sign in red that does not show the logo but the symbols of e.g. town, railway and car park, marks the official access ways. They link the main trail with the surrounding localities, their sights and infrastructure like gastronomy, accommodation businesses, stores, repair shops as well as the access to train and bus stations as well as car parks. For the Mura-Dráva Route it is recommended that the direction signing should normally be to the next major town or city. It is not necessary to sign the ultimate destination, which may be hundreds of kilometres away, but it may be desirable and add to the status of the route. Recommendation is that two "levels" of destination should be signed; a "far" and a "near" destination. The far destination, the next major town or city, should ideally be about a day's ride away, but of course for different cyclists a day can vary enormously. Up to 100 km would be a reasonable far destination. The near destination would normally be the next population centre; in densely populated areas it could be the next village with shops or services (Sustrans 2002, p.32-33). The international Mura-Dráva Route should not be signed in a piecemeal fashion; any signed section should have significant destinations at both ends, such as a city (with its railway-station) or a furtherbicycle trail. The indication of nearby villages and towns with its service and local facilities that would be useful tobicycle tourists is also very important. These types of signs are often provided on major roads but not normally on off-road paths. They should also contain opening times and telephone numbers, which can save many an annoying detour at the end of the day or on the search for spare parts. Starting points and borders It is especially important that the signing of the Mura-Dráva Route is introduced at points where travellers may start their journey or join the route from a national or local one. Good clear signing to the route will be essential at railway stations and in town centres,. This can be backed up by fixed maps at strategic locations, but these should not be used to replace directional and route signing in the locality. When the Mura-Dráva Route crosses international borders it is suggested that multilingual information signs should be provided to indicate any specific legal requirements that are required of cyclists. 167

168 In an age of open borders it could be very easy to move into a different jurisdiction along an off-highwaybicycle route and not realise that certain rules of the road have changed. At these points practical information should also be provided for the cyclist; examples of route signs, information about maps and guides, and details of where these can be obtained (Sustrans 2002, p.33). Bicycle network of the Mura-Dráva Region Network of nodal points After the signing of the main route it will be possible to cover the Mura-Dráva region with a network of nodal points at important intersections, as in Belgium and the Netherlands. These nodes are linked with signposts, making it possible for thebicycletourist to design and change his route on the way, independently of fixed trail-guidance. Nodal points provide information about the location (name and junction number) the further progress of the route (in all directions) with short- and long-distance waypoints the distance and estimated cycling-time to these waypoints further routes, detours and excursions access to bus stops, train stations and parking lots additional trails (with distance and time) to cities, their sights and infrastructure interesting designated hiking trails, educational trails etc. Fig. 91: Network of nodal points Honeycomb-marking In the end phase thebicycle trails of the region can be additionally equipped according to the honeycomb-system. In the region Munsterland in Germany every honeycomb stands for a bike tour of km length and has its own number that is marked on the signposts. Under this system, a day tour can bebicycled simply by following a previously selected number, using the signs. This way it is very easy to get back to the starting point of the bike tour. 168

169 Individual honeycombs, and also parts of trails, can be combined; therefore a large number of variations of shorter and longer day and weekend trips are possible. Fig. 92: Honeycomb-marking ( Essential associated infrastructure and service Implementing the Mura-Dráva Route itself is obviously the major part of the overall project but it is also important that the associated infrastructure be in place. Different cyclists ride at a different pace. For some people 50 to 60 km/ day is good going in easy country while others will easily be capable of riding over 100 km/ day. Most users will not be endurance cyclists, and a trip on the Mura-Dráva Route should be a pleasant experience. People may ride individually or be part of a family or club group. Some riders will wish to take in the local atmosphere, visit historic sites, and may only complete 20 to 30km /day (Sustrans 2002, p.40). Facilities should be in place for all these different users. The promoters and facilitators of the Mura-Dráva Route in any city, region or country should therefore involve the local tourist offices and business associations, to ensure that the proposed route is well provided with essential services (Sustrans 2002, p.40). Some of the associated infrastructure issues that must be considered are: 1. Route information, maps and publicity 2. Route and visitor information on the trail 3. Rest-, Refreshment and toilet facilities 4. Cycle parking and repair facilities 5. Bicycle-friendly accommodation and catering 169

170 Route informations, map, marketing and publicity General information about marketing for the Mura-Dráva Region is given in chapter 10. This chapter deals with specific details for the promotion of bicycle tourism. The provision of information through maps, leaflets, tourist informations, etc. will be crucial to the success of the Mura-Dráva Route. Therefore it is the responsibility of the Mura- Dráva Region to provide relevant information on border-crossing. This information should include descriptions of the route, the signing, local traffic law, refreshment facilities, accommodation, provision such as ferry-service times and specific local advice (such as a reminder, to carry and drink lots of liquids on hot days). Information such as advice on the best time of year to enjoy certain sections is also desirable, and a warning is indispensable if sections will be impassable due to weather or other conditions like flooding. If sections are so demanding as to require special clothing or even a specific level of fitness, this of course should be notified to potential users -although this is unlikely for EuroVelo-Routes, the Mura-Dráva Routes may offer challenging alternative options where it would be necessary. It is also desirable to describe local custom and practice with regard tobicycle travel. In countries outside the EU the Customs Regulations should also be outlined (Sustrans 2002, p ). Maps are essential. They should be to a high standard and should use common symbols for clarity across the network and along any specific route. They should also clearly show gradients. Maps should show examples of the signing to be found along the route and carry the logo. It is important that all maps, leaflets, internet sites and other tourist information be published the cooperate design (see chapter (1.)). Fig. 94: Suggestion for a bicycle booklet in cooperate design with map, route description, sightseeing-information and images ( Multilingual information is very important, especially in transborder regions such as along the Mura and Dráva (see chapter 10.2). The multilingual internet site of the border region between Denmark and Germany is a good example (see 170

171 The local languages should be accompanied by translations serving the most likely visitors like English and German, which are widely used. Following websites concerns the Mura-Dráva Route and should be use to promote the Slovenian, Croatian and Hungarian part, too: In the ADFC-database for bicycle-tourism are more than 500 bicycle trails summarized (see For more examples see the database ofbicycle trails and more links connected to the issue of bicycle tourism on < Here are some homepages of bicycle trails with good ideas listed: Route-planners are very helpful for bicycle tourists and should be available for the Mura- Dráva Route: These are all interactive maps allowing users to zoom in or zoom out, sometimes by replacing one map with another of different scale, centred where possible on the same point. The maps contain symbols, informations and links. The amount of information provided depends on the scale. 171

172 The website of the European Green Belt (see will provide map-based information for people generally or specifically interested in the topic of the Green Belt, oriented to the end-user, particularly the tourist. The overall aim is to raise the interest of potential visitors and to give them short written information and photos on different aspects, especially on the diversity and beauty of the natural heritage along the Green Belt. Fig. 95: Information content depending on the scale ( The website of the biosphere reserve Elbe river, which include the Elbe bicycle trail is a good example for the Mura-Dráva Region. The site of the Europe Bicycle Trail R 1 presents short the cities and their facilities along the route and is linked with their websites. Fig : Interactive maps of Elbe-river ( and Europe-Bicycle Trail R1 ( The interactive map of the Danubebicycle trail shows next to information points and sights, possibilities of arrival and departure and ferry-services. 172

173 Fig : Interactive maps of Danube Bicycle Trail (< < More examples of interactive maps: The interactive map of the Danube Culture Street implements the idea of the Council of Europe to present European culture as a tourist route ( Greenway Cultural trail between Vienna and Prague ( Tourist region Pohorje ( Border region between Germany and Denmark ( Bicycle tourism in Germany ( Maps, leaflets and other tourist information can be very well co-financed by the EU even when Croatia is still not a member of the EU. For example, the internet site Raderlebnis Donau~Moldau was developed with funding of an Austrian EU-Interreg IIIA Project (Werbegemeinschaft Donau Oberösterreich 2007). Detailed information on funding can be found in chapter (5.). Global Positioning Systems (GPS) becoming more important for bicycle tourists, too. In Germany many bicycle trails like the Ems-bicycle-trail (Emsland Touristik GmbH 2007) make the necessary data available for download on their websites. Further technical informations about this topic can be found on < 173

174 Route and visitor information on the trail Travellers should e.g. be warned in advance of difficult sections of route (such as mountainous areas) before they reach them and are committed to having to ride through them. Not all users will be in possession of information leaflets and route maps. Visitor information on places of interest in the area should also be provided alongside the Mura- Dráva Route to encourage people to enjoy the region and stay rather than just pass through it. Fig : Different types of information boards for route and visitor information on the trail The basic principle is: Less is more as much as necessary, as little as possible! Information should be appealing to read, with good language, layout and many maps and pictures. Red painted wood from the region would follow the cooperate design (see chapter (2.)). Fig : Accessibility for all is very important. The cooperate design river wave and the logo can be integrated in the signs. Info-bocks admit reading on the bike. 174

175 Experiencing the landscape The accessibility and the development of all sights in the area are essential prerequisites for the touristic development of the Mura-Dráva region. Along the route, historically, environmentally and culturally interesting sights should therefore not only be signed, but also made prominent: One the one hand, they should inform the visitor, on the other hand they should tell tales that one can take home as memories, telling about them full of excitement. This also increases the likely duration of stay of the visitors to the region, with economic benefits to the region. It is thus important to use a memorable, aesthetically appealing design that creates only minimal additional costs. However, attention should be paid that information can also be read by children and wheelchair-users. Studies show that, information in ariel photographs is better understood than maps. The boards should if possible point to the North-West in order to not to be blinded when reading and to protect the display from being bleached by the sun. In shady spots a small roof can prevent algae from getting out of control. But besides interesting route selection and good signposting, bicycle tourists expecting a high quality level of infrastructure and service. Fig. 93: Tourist information along the route Rest, refreshment and toillet facilities The routing of the Mura-Dráva Route must take into account cyclists rest and refreshment needs; accessibility to these facilities should be a prime criterion in determining the final route. It is important to remember that a wide range of people will use the routes; facilities should be available to meet the needs of those who cannot easilybicycle long distances. Factors such as extreme heat, hilly terrain or windy climates and the quality and surface of the route itself should be taken into account, as they affect how far users can travel between services. Specialists from the tourism and leisure industry should be involved to advise on this issue. The provision of these facilities will be one of the income generators that the routes will bring to rural areas (see chapter 7.1.5) (Sustrans 2002, p.26). 175

176 Fig : Main infrastructure should not be implemented in reason of flood-damage risk and conservation in the floodplains. Infrastructure should be very robust... Fig :...but meet the cooperate design `river wave`( Fig: :...to enjoy sun and silence Refreshment facilities, restaurants, cafes, food shops, picnic places etc - at all levels of cost and convenience should be available regularly along the route. As a general rule some form of refreshment facilities will be needed at between 15 km and 30 km intervals. 176

177 Publicly accessible toilet facilities should also be available at about this interval along the majority of the routes. Where excessively long gaps exist between these facilities riders should be warned, by signs situated alongside the route, as they are leaving the last location where refreshments, toilets and shops are available (Sustrans 2002, p.26). Fig : Catering for bicycle tourist At the moment the infrastrucure is only in line with the need of the locals. But tourist demand will increase the range of available services, as can be seen along every signed bicycle trail. The conversion of agricultural buildings for tourist facilitites will help to conserve this heritage. Fig : Picnic places ( and mobile toilets can fit interestinglly into the landscape with log cabins or buildings made from willow cuttings. Construction through international workcamps or with school classes is cost-efficient. 177

178 Playgrounds Playgrounds should only be constructed in places where they are used by an adequate number of children predominantly from the region but also by guests in places such as villages and towns, school yards (that are open even if the schools are closed) and all kinds of accommodation and restaurants. Fig : Playgrounds can combine the topics river, water and boat ( Cycle parking and repair facilities The best and most well thought outbicycle route is incomplete without facilities for short term parking or overnight storage ofbicycles. Travellers need to be able to park and secure a bike whilst resting, sightseeing or eating. At overnight stops or locations such as transport interchanges and tourist attractions, where they may break their journey for longer, safe and secure storage facilities are required forbicycles and luggage. Cycle parking should provide security for bikes, convenience for the cyclist and an indication to the public that cyclists are welcomed.bicycle parking should be provided in prominent sites close to entrances of public places and the like, rather than on left over plots at the rear. Parkedbicycles in highly visible locations will help to reinforce the public's perception that cycling is popular (Sustrans 1997). Whenbicyclers want to park in cities, at leisure facilities or sights, they may not wish to remove all the panniers. For this case it is important, to providebicycle lockers, because these enclose thebicycle completely. Publicly accessiblebicycle parking should be designed and costed into each segment of the network and communities on the routes should be encouraged to invest in both short and long term storage facilities. 178

179 Specialist bicycle shops and garages should be indicated on maps and information displays. Some may wish to sponsor signing on the approaches or local publicity material. At least along the Mura-Dráva Route this service is rare. Therefore it is sensible to build up a public network along the route with self-service repair lockers, which contain the most important tools, repair kits and a bicycle pump. Fig : Short and long term storage facilities as well as 24h-repair-facility at the Graz mainstation ( (Private) Bicycle tourism service Biker-Service-Hotline Like in the German Münsterland, every sign should have a sticker with a individual code, which shows a phone number of a free information hotline forbicycle tourists. In each case, the hotline will by means of the code be able to provide details of the nearest accommodation, garage, restaurant or bus-connection. UTM- Coordinates for GPS-Navigation systems Additionally, every signpost is equipped with an UTM-Coordinate to make positioning easier for GPS-Users. 179

180 Bike- and luggage-taxi An alternative in case of bad public bus service is the support of private transport services for bicycle tourists, which are already very common in Austria. This service is very comfortable and flexible. The enterprise brings and picks up the tourists from their (day-) tour. A second service involves transporting cyclists luggage from one accommodation to another, and allows easy cycling for the tourists. This is particularly interesting because the age of bicycle tourists is increasing (see chapter 6.1). Fig : Bike- and Luggage-Taxi and public bike rental outlets in Brussel (Belgium) Bike rental outlet system In Koprivnica there are already 250 bicycles available for hire within the city and its surroundings (Dráva League 2006). But the Mura-Dráva Region needs a bike rental outlet system like of the German Emsradweg (Emsland Touristik GmbH 2007). It would permit cycling from one place to another along the Mura-Dráva-Rourte without the need to ride back to the start point. In the Austrian town Ried (population 7,800) the city bike rental outlet system is building up through a social project: the long-term unemployed are repairing old and disused bicycles for it. For communities and private bike rental outlets the offer of the travel enterprise Inselhüpfen (see is very interesting. It sells serviceable two- or threeyear old second-hand trekking bikes for a good price, which can be used to build up a bike rental outlet. 180

181 Organized bicyle tours It is very popular today to book an organizedbicycle tour, which may include bike rental, accommodation and special activities such as bird-watching and museums visits. Besides the general high demand for this service, foreigners are not yet able to have a fully relaxing holiday, because of the lack of infrastructure and signing. Bicycle-friendly accommodation and catering Tourist trails favour the creation of businesses in form of different types of accommodation services, which have a positive effect on creating jobs. Special needs of the target-group bicycle tourists A basic range of cyclist friendly accommodation should be available at around 50 km intervals and a greater selection at less frequent intervals on the routes. Details of all available accommodation should be available en-route, and ideally at the entry points to the communities, as well as by internet. Tourist information providers should be trained in information provision to cyclists, and accommodation providers may need training in how best to meet cyclists' needs. A transborder multi-lingual information- and booking-system for the Mura-Dráva Region is preferable (see chapter 10.2). Cycle-borne guests form a growing proportion of customers for the catering and accomodation trades. In most cases no large investments are required to win them over. Cycle-tourists' needs depend very much on the kind of tour they are making. Findings from research show that the main reasons for taking this kind of holiday are: the enjoyment of nature, sport and exercise, culture, and not least the desire for a car-free holiday. On the other hand, the desire for a cheap holiday can be disregarded. People who have spent a solid day in the saddle will usually treat themselves to a good evening meal and comfortable accommodation for the night. Butbicycle-tourists do not form a homogenous group, how was already described in chapter Therefore cyclists use all kinds of overnight accommodation, from a camp site to a 5-star hotel. Having a television in the room is unimportant, but the comfort of a room with shower or bath is much appreciated. By the evening cyclists are really tired and hungry so in general they like accommodation with catering facilities under the same roof (Bett & Bike Deutschland 2007). It is very helpfull to consider the ADFC criteria forbicycle-friendly accommodation, catering establishments and camp-sites, which require good breakfast, the provision of securebicycle parking, facilities to dry wet clothing, etc. (see Appendix II and 181

182 7.2.5 Implementation Planning and coordination issues The Mura-Dráva Route should be developed with the benefit of advice from parallel disciplines within the developer organisation and of public consultation within the locality. They may have fresh ideas and important advice to communicate to those planning and implementing a new facility whilst the local residents, neighbourhoods and communities must be given the opportunity to comment on the planned changes to the infrastructure in their area. Abicycle route with community support will be more successful and popular, with visitors and local people alike (Sustrans 2002, p. 27). Therefore the implementation of the routes has to be the subject of discussions with local planners and the acquisition of some form of planning approval or formal consent (see chapter 7.2.3). If the route planners have a good working relationship with their planning colleagues this should not be a problem as cycling is environmentally friendly andbicycle routes and their users are normally "good neighbours" in any community. Planning authorities can also assist in the spread of good cycling facilities in a locality by insisting on the inclusion ofbicycle routes, parking etc in new developments. Intelligent planning, good design, adequate maintenance and user safety, all go together. The Mura-Dráva- Rroute must have all of these and set an example for other local routes to follow (Sustrans 2002, p. 39). Also the guidelines on biodiversity and tourism development from the convention on biological diversity contain recommendations for how to ensure that all those involved in a project get complete, timely information by means of a formal consultation process. Provisions are also made for measures specific to target audiences for educating and raising awareness in the general public, as well as for providing advanced training to administrative employees (Bundesamt für Naturschutz 2005, p. 92) Stakeholder partizipation Various different types of public authorities and institutions should be involved in getting the Mura-Dráva Route into operating condition. The following organisations and stakeholders are primarily responsible for launching bicycle network projects: 182

183 Local population Authorities of towns and cities through which bicycle trails pass, who would like to maintan and integrate them into a wider transport network and tourism concept Non-governmental organisations and associations like conservationists such as the Mura and Dráva League and bicycle federations like Magyar Kerekparosklub and Udruga Bicikl. These have detailed knowledge of their regions and must be consulted before developing a route. The associations also guarantee efficient communications between the authorities and the population. National and regional tourist and development agencies, who recognise the significant tourism potential of bicycle trails. Tourism enterprises like tour operators, accommodation and restaurants Regional and national governments, with decision-making responsibility in town and country planning, environment, heritage, tourism, sport and leisure activities as well as finance Academic and research institutions, including universities for development concepts Landowners and private and public sector infrastructure authorities responsible for areas earmarked as future bicycle trail, e.g. farmers, street- authorities and riverembankment-protection-authorities (see chapter). the European Commission with the General Directorates for Environment, Transport and Energy as well as Regional Policy supporting this type of projects, mostly by publicising the concept of greenways ( and EuroVelo (see chapter 7.2.2) and by promoting the undertaking of transborder projects (see chapter 3). the European Environment Agency Some important stakeholders are described in Appendix III Public-private partnerships It is important that the tourist industries contributes also directly to the preservation of species and the development of sustainable regional programmes. Information on endangered and typical species as well as sensitive habitats should be a part of the tourist offer like environmental friendly Verhaltensweisen, too. Traditionally working with the private sector has posed a problem for nature conservationists. Most of the impacts that NGOs respond to are caused by private sector resource use. Furthermore the need to maximize profitability has made it difficult for people to see a link between the two groups. 183

184 Increasingly however organizations are working with the private sector and also there is awareness on the side of the private sector that it is possible to balance profitability with sound resource use. Also within large corporations the fields of corporate social responsibility and quality management are becoming increasingly important. The private sector recognise their value as they most often mention such activities in their statements to shareholders. Therefore there is scope for positive collaboration and also there exist some innovative examples. (...) Within the Green Belt Programme of Work, there are several tasks foreseen to include working with the private (IUCN 2006, p ). Public-private partnerships can occur at various levels including relationships at the international level with large multi-nationals (...) or at the regional and local level, for example the relationship between the Mobitel mobile phone company in Slovenia and the Se ovlje Salina Nature Park. The Slovenian mobile phone company, which supports different cultural and scientific activities, has shown increased sales of subscriptions through the support of areas such as Se ovlje. For the Nature Park this is a highly visible and positive relationship, although it is vulnerable to changes in the business model of the company. Through careful partnerships such as this it is possible to develop win-win situations. As companies increasingly use environmental or social responsibility to sell their image, this form of collaboration will become increasingly common. There is a vast range of different forms that such collaborations can take and it will require imagination on the part of those working for nature conservation to identify opportunities that match their needs. For the Green Belt possible opportunities include partnerships with tourism providers, food and drink companies, local businesses, publishers and given the range of the Green Belt, large multi-nationals. This should be a future area of investigation for the Green Belt initiative (IUCN 2006, p ) Voluntary work and international workcamps Voluntary work can be very important for the development of tourism in the Mura-Dráva Region e.g. for its bicycle network and its maintenance. (International) workcamps lasting two to three weeks connect (young) people from different countries and improving for example the environment and tourism infrastructure in the guest land. In the Mura-Dráva Region workcamps can be a very helfpful way of bringing together people, especially from the neighbouring countries, to develop a sense of solidarity and mutual understanding. 184

185 There is special funding from the EU for exchanges and intercultural dialogue between young people in the EU and in neighbouring countries (see < and < There is a lot to do: With competent instruction, besides the implementation of protection measures like care for habitats, breeding aids for storks can be constructed and put up, hiking andbicycle routes can be signposted, infrastructure like nature trails, banks and observation stands can be built and maintained (see chapter (2.)). Already in 2006 in Koprivnica a conservation-workcamp with youth took place. In 2007 the Danube Teens Camp was organised in the national park of Camp Lobau ( Also for other places like the European Stork village Velika Polana in Slovenia or Kopački- Rit Natur Park are work-camps good possibilities for the improvement of infrastructure. The online database on shows possibilities for volunteer work in organisations and institutions around Osijek. Cooperation partner for the organisation of workcamps are the European Nature Heritage Fund (Euronatur), Service Civil International (SCI; see and the German Internationle Jugendgemeinschaftsdienste (youth association service: IJGD; see Fig : International workcamp from the European Nature Heritage Fund (Euronatur) 185

186 Maintenance programmes When designing abicycle route it is important that maintenance costs are included in the assessment of scheme options. All aspects of construction have maintenance costs associated with them whether sweeping, hedge/ grass cutting, cleaning, replacing, repairing, resurfacing, re-painting, unblocking or reconstructing. Good design will help to reduce maintenance costs. Due to their restricted width, a high standard of reinstatement is essential when any works are undertaken within abicycle trail or lane, retaining an even surface for cyclists. Repairs and reinstatement must be done in sympathetic materials (Sustrans 1997). Route providers should write a maintenance programme, to ensure that the appropriate standards are adhered to. Maintenance of traffic freebicycle routes, along with that of roads and footways, is normally the responsibility of the local or national highway authority and they should keep the routes in good order. It is therefore important when planning and designing routes to identify adequate maintenance budgets. A well planned and constructedbicycle route will soon fall into disrepute if it becomes difficult to use. In countries with a tradition and culture of voluntary work [see chapter ], a possible way to keep these paths and trails in good order is to follow the example of Sustrans in the UK. Sustrans has created a network of volunteer rangers, who each adopt a section of route in accordance with their skills and abilities and the time they can donate. This approach is also used in many countries to plan and sign routes on existing roads and trails. In appropriate situations these roles could also be taken on by cycling clubs or other voluntary organisations. [Further possibilities are the international youth workcamps (see chapter ).] For sections ofbicycle route, which are on-road, it is important that the road maintenance programme should keep these in good condition. A good road surface is crucial to safety where cyclists and motor vehicles share space, and the regular maintenance of road markings, such as colour treatments indicatingbicycle priority, contribute not only to safety and a feeling of security, but also to the feeling that the cyclist is a welcome visitor (Sustrans 2002, p.38).. Surfacing maintenance It is only in exceptional circumstances that cyclists will wear out the surface of a properly constructed route. Serious damage to the surface is more likely to be caused by motor vehicles. 186

187 Where necessary, access barriers can be used to stop these vehicles gaining access. Barriers should be designed to allow legitimate use by wider types ofbicycle and wheelchairs; simple posts may be adequate. In some cases it is the use of inappropriate maintenance vehicles by the authorities themselves that can cause the problem. Specialised vehicles may need to be used on routes which do not have hard, or sealed, surfaces and these will probably need to be narrower than normal vehicles, so as to access all parts of the routes. (...) In general, such vehicles will have slower speeds and so co-exist better with cyclists (Sustrans 2002, p. 37). Surface cleaning Rubbish, especially broken glass, is also a major safety hazard to cyclists and should be cleared on a regulär basis as should earth and stones from adjoining land, fallen leaves and animal droppings. In urban areas a daily clean is ideal; weekly would probably suffice in many locations. Rural routes should be patrolled at least monthly and again weekly patrols would be a good idea, especially at the height of the tourist season. Rubbish clearance can be a labour-intensive task and in areas where unskilled labour is not available it may be necessary to modify (or purchase specially designed) mechanical street sweeping equipment to undertake this task. (Sustrans 2002, p.38). Vegetation maintenance It is also necessary to ensure that movement can be maintained along the route at all times. This will entail regulär patrols to cut back vegetation, which could block sight lines - especially at intersections - and obscure signs.[ If there are no conflicts with conservation,] it is also desirable to cut "Windows" in dense Vegetation alongside the route, to improve the view over the surrounding landscape. Where verges or clear zones are provided the grass will also need cutting as this can also block visibility, as well as being unpleasant for cyclists in wet weather conditions if it is allowed to grow tall (Sustrans, 2002, p. 38). Suitable maintenance equipment Cycle routes are designed to facilitate transport with a low environmental impact and lowemission vehicles should also be considered for maintenance purposes. Electric or LPG powered vehicles would be ideal or specialisedbicycles could be used. 187

188 Some authorities employ a path ranger, using abicycle equipped with a trailer for tools and to carry litter and other debris (Sustrans 2002, p.38). Signposting maintenance and digital trail-management Fig. 127: Each direction sign should be tagged with a location number. In case of faulty signposting, bikers can forward this providing the location number to the mentioned hotline, so that the deficiency can corrected quickly. Furthermore on the website of the Mura-Dráva Route it should be possible, allowing not only for the trail section agents to give up-to-date details concerning the trafficability but also for the trail users themselves, under the rubric trail condition management. For example in the case of flooding, one can call attention to impassable road sections to observation stands and hides in the floodplains or detours as well as to trees that have fallen onto the trail after a storm Cycle reviews and bicycle(safety) audits It is suggested that the Mura-Dráva Route may be independently audited to ensure that they form an integral part of the greater national and international network. A valuable tool in transport planning is thebicycle audit, a procedure that independently audits the provision of cycling facilities. An associated process is thebicycle review. These are defined as follows: Cycle review is a systematic process applied to existing transport networks, to identify their positive and negative attributes for cycling and to assess ways in which they could be changed in order to encourage cycling.bicycle review seeks to ensure that the appropriate design solution is selected for a given scheme. These measures can include traffic reduction and calming, junction treatment and traffic management, redistribution of the carriageway and off-road provision. Sustrans (2002) give in its bibliography guidance on both thebicycle audit andbicycle review procedure. 188

189 Cycle audit is a systematic process, applied to planned changes in the transport network, to ensure that opportunities to encourage cycling are considered comprehensively and that cycling conditions are improved wherever possible. In essence bicycle audit looks at the following basic principles coherence, directness, attractiveness, safety and comfort (see chapter ) (Sustrans 2002, p. 27, changed). EuroVelo seeks to encourage technical innovation to get routes in place and operating safely but engineers and planners should always comply with local legislation and ensure layouts and designs are safe. For this reason we recommend that all sections of the network be subject to Road Safety Audit (RSA) carried out by an independent body, to ensure that the highest safety standards are adopted. The use of a three stage RSA procedure is already standard practice or currently being introduced by highway authorities in many European countries including Denmark, France, Germany, Iceland, Ireland, Italy, the Netherlands, Portugal, Sweden and the United Kingdom and its use is also widespread in Australia, Canada, New Zealand, etc. International travellers on a long distance route which has been subject to a safety check in one country, could expect that it has received similar check in an adjacent one. In addition, some funders may insist on the process being carried out. It is recommended that a stage 1 RSA should be carried out to assess the feasibility and outline design of the proposed route in any given location. A stage 2 RSA should check the detailed designs and a stage 3 RSA should ensure that the designs have been built as safe schemes. As part of the RSA process all EuroVelobicycle routes should ideally be ridden by independent assessors upon completion and before opening to the public, to ensure that not only are they safe but that the signing is complete and accurate (Sustrans 2002, p.35) Steps to the Mura-Dráva Route and Financing The main actions to be taken to realise the Mura-Dráva Route can be after the European Greenways Association (2000, changed, further sources are marked) summed up in twelve major stages: 1. Contact, exchange and networking [The first step is the establishment of transborder contacts with all relevant stakeholders and cooperation partners. Thus a mutual, regular exchange should commence that can result in a vibrant network and model (see chapter 7.2.3).] 189

190 2. Inventory [The basis is a detailed inventory of the current situation including signposted sections and the quality of trails and the route with a list of fields of activity.] 3. Ownership status A determination will then have to be made of the ownership status of proposed trails like embankments and farm trails, i.e. an identification of the owners: Are they private or public bodies? A check should also be made of the legal status of the existing structures as well as their current use (access to private gardens, forest, farm fields, etc.) and potential conflicts. This identification and the appropriate responses will help to avoid future conflict and delays in the work. 4. Stakeholder consultation The political decision makers are directly involved in the project [see chapter ], but they should never lose sight of the other parties possibly affected by or interested in the project, whether inside or outside the municipality. These of course include the owners of the aforementioned infrastructures but also the residents, users associations (walkers and pedestrians, handicapped people, horseriders, cyclists...), environmental protection associations, etc. These groups of interested parties should be consulted from the word go; their opinion should be taken on board to guarantee the smooth development of the project and its acceptance by the public at large. 5. Financing cooperation partners and EU funding A key part of the development of the Mura-Dráva Route is financing, through the search for various partners to help foot the bill. These partners maybelong to the private sector: manufacturers or retailers of sports gear, tourism groups, catering groups, etc., companies with specific interests who may wish, for example, to bury pipelines under the route, hambers of commerce, tourism federations, etc. State aid is another option: state programmes, and regional authorities or waterway companies, who are concerned with the improvement of their embankments for floodprotection and to upgrade its towpaths, all of which may take over the infrastructures or propose management collaborations. It is worth pointing out that e.g. in United Kingdom the national lottery contributes financial aid through, among others, the Heritage Lottery Fund, while in the United States part of the petrol tax goes towards these projects, thanks to the Intermodal Surface Transportation Efficiency Act (ISTEA). Perhaps something like this is an option for the countries along the Mura and Dráva, too. 190

191 [European funds are especially important in the context of the European Green Belt project (see chapter 3, (5.) and Appendix I). The following exemplary development models should show this (ECF 2005): a) Linking South Germany with Switzerland and France The Eurovéloroute des Fleuves project (EVRF) is exporting the high quality and popularity of the Austrian Donauradweg into France, creating a valuable facility for short local journeys within and between towns, as well as an attractive resource for longdistancebicycle tourism. (...) The route is being developed by 18 partner organisations from the three countries, including 15 French administrations from local, regional and inter-regional levels and others. The project has a total budget of 12.6 million, with 6 million of funding from INTERREG IIIb North West Europe, and is due to be completed in Work will include the construction of new infrastructure, especially in the Burgundy and Franche-Comté regions, as well as tourism marketing activities and the creation of an international signing system for the length of the route. Transfer of expertise is a strong point of the project, with the international signing study the first example of such work ever undertaken in Europe. The EVRF project is also developing a high quality transborder accommodation brand and network, to standards developed for the German Bett & Bike scheme [see chapter (6.)]. The project partners are supported by an international expert group co-ordinated by the ADFC (German Cyclists Club), another first for a EuroVelo project. The project will also work to improve bicycle transport on local trains and is developing new tools for project management, including a GIS based project control system and route usage and economic impact monitoring tool.bicycle tourism is an increasingly important sector of the European tourism market and the project partners expect to be able to show strong economic justifications for their investment. b) Linking Portugal s Algarve with southern Italy The transborder Rever (Réseau Vert Européen) Med project will create a 10,000 km network of greenway routes, linking Portugal s Algarve with Southern Italy via the Mediterranean regions of Spain and France. The initial phase of the project, which ran from 2002 to 2004 and had a budget of 2.2 million (60 % from the European Regional Development Fund), included design of a master plan for the network and the creation of an approved methodology for infrastructure construction. A GIS (Geographical Information System) database was also created with information on the routes and their condition. (...) The project brings together 32 partner organisations from Spain, Portugal, France and Italy, including representatives of national, regional and local government and other public institutions. 191

192 It is headed by the Regional Government of Andalucia, with transborder coordination carried out by the European Greenways Association and technical guidance from the Spanish Railways Foundation. c) Seasidebicycle Route of Lithuanian The 260 km Pajurio Dviraciu Trasa (Seasidebicycle Route) is a project of the State Department for Tourism and when completed in 2006, will provide three routes radiating from the central hub of Klaipeda (formerly German Memel), the largest city in the Lithuanian coastal region. Work on the 3 million project, which is cofunded by the EU PHARE 2002 programme, will include the construction of newbicycle lanes and upgrading forest paths to high-qualitybicycle routes. The Seaside Route will be fully signposted and will be supported by tourism marketing materials including promotional leaflets and a travel guide to be published in Lithuanian, German and English. d) Grenzroute between Germany and Denmark The bicycle trail Grenzroute between Germany and Denmark was funded by the EU Programme INTERREG, too. Its application can be helpful in the preparation a similar application for EU funding ( e) Conclusion The scale of INTERREG funding for EVRF and Rever Med has allowed effective strategic and technical planning, intensive interregional cooperation, and the creation of major new route infrastructure. The PHARE projects in Lithuania and Poland show how funding support forbicycle routes can play a vital role in strengthening socioeconomic cohesion. But the contribution of sustainable transport projects to health, transport, tourism and the environment is still seriously undervalued. The structural funds are of vital importance in developing the Europeanbicycle route network, said Manfred Neun, President of the European Cyclists Federation, but we also need greater commitment from other EU policy areas. The existing sections of the EuroVelo network [see chapter 7.2.2] deliver significant benefits in public health, road safety, climate change, economic development and social cohesion. The Directorates-General responsible for these areas should recognise this role, and, by working together, support EuroVelo with policies and with funding. Philip Insall, Director of International Liaison at Sustrans, said: There is support within the Parliament for EuroVelo as a Trans-European Network. It is time for the transport sector to work with the health and environment sectors to make a real commitment to developing the first healthy and truly sustainable transport network (ECF 2005).] 192

193 6. Legal instruments and regulations There are various legal instruments and regulations at municipal, regional, national or European level that can serve as an aid for developing the trail. Examples are the French Urban Travel Plans, or even European clean-air legislation. The integration of a greenway into a non-motorised mobility network, whether pure (like RAVeL in Belgium) or mixed (Sustrans in the United Kingdom, the Schéma National de Véloroutes et Voies Vertes in France,...) facilitates smoother communication within the municipality and a connection with other similar networks. Use of these instruments can only lead to the greater efficiency of the scheme. 7. Feasibility study The project feasibility study, to be conducted before the drawing up the specifications and construction, will allow the future Mura-Dráva Route to be integrated into its town-planing, environmental, scenic and human context and will also enable it to be linked up to other public transport networks with train and bus [see chapter ]. Studies should include an environmental [see chapter ] and heritage chapter, and an account should be given of the arrangements made to involve the local population [see chapter ]; they should also lay down the basic guidelines [see chapter ] to be followed when work gets underway. 8. Project and specifications Reference is made here to drawing up the specifications for the companies who are going to carry out the development work on the path itself (surfacing, water drainage [see chapter ]) and on its surroundings (plantlife, fixtures, heritage, information and services for users [see chapter (2.)]). The project specifications will also include all aspects to do with signage, route marking, recommended safety measures and information for junctions [see chapter ]. 9. Construction work The specialists who have taken part in the feasibility study, with reference to heritage and environmental factors (impact study), will keep in contact during the construction phase to make sure the work is carried out properly. Special attention will be paid to interchanges between the trail and other communication networks, to ensure that suitable safety and signage arrangements are made. 193

194 10. Management and maintenance It is important that the project contains suitable indications on the management and upkeep of the trail once built: signposting, marking, protection of the flora and information and services for users [see chapter ]. The trail promoter will have to ensure the established management plan is followed, by a contract or signed agreement. 11. Opening celebration [The opening of sections of the transborder Mura-Dráva Route from the river springs to the estuary should always be an official ceremony combined with a popular celebration like the International Dráva Day (see Further connecting factors are the yearly stork festivals in the European stork village Velika Polona in Slovenia as well as the little tern festival in Koprivnica and the Croatian festival of recreational cyclists in Koprivnica (see This type of event has the advantage of drawing in local people to the celebration, thus cutting down future risk of vandalism, favouring responsible use of the path and setting up a sense among local people that it belongs to them. [Example of this kind of big bike festival tours are `PossiRad Total im Donautal 2007` ( or `Happy Mosel 07` ( More information about this kind of tours can be found on < A European Green Beltbicycle Tour 2009 would also be a big event with a lot of media-interest 20 years after the fall of the iron curtain. For this the Baltic-Cyle-Network ( which has experience with this kind of big tours, would be a good cooperation partner. ] Fig. 127: The Green Beltbicycle Tour 2009 (photo: John Grimshaw in 194

195 12. Marketing and promotion [Promotion of tourism along the Mura-Dráva-Trail is essential [see chapter 10]. If the Mura-Dráva Route would became a model project for implementing sustainable tourism and sensitive traffic development along the European Green Belt in the EU- INTERREG III B CADSES Project European Green Belt, its experiences could be the basis for a possible model for the promotion of eco-tourism along the European Green Belt (in South East Europe). Upper Austria, with the appointment of abicycle commissioner and its annual competition bicycle-friendly municipality, can provide a good example for the Mura-Dráva Region. In this way municipalities are awarded that have taken exemplary measures for the promotion of bicycle traffic for everyday life as well as for leisure activities. Because a biker friendly climate in the municipality increases the quality of life for the locals as well as for tourists, as experience shows (see oberoesterreich.gv.at/cps/rde/xchg/sid-3dcfcfc3- BE8640A4/ooe/hs.xsl/36743_DEU_HTML.htm) Implementation priority The signposting and the tourist development of the Mura-Dráva Route are a large project, but given the commitment of the regional stakeholders it can be achieved within five years. With the following implementation priorities, next to marketing and service development, a structured approach is suggested: I priority Ongoing development of the Mura-Dráva Route on existing paths from the sources to the estuary and in this way providing a connection with the Danube bicycle trail on maps, bicycle guides and on important websites as well as in marketing material (see chapter (1.)). II priority Continuous standardised signposting of the transborder Mura-Dráva Route on existing roads (see chapter ): Bad Radkersburg Legrad on country lanes and roads Barcs D. Miholjac (development of the trail of the signposted route for a safe travel or reference to roads) D. Miholjac Ossijek on country lanes and roads 195

196 III priority Development of elementary infrastructure (see chapter ) concerning the permanent routing IV priority Construction of the trail must be optimised in relation to conservation and tourist access, with the upgrading and construction of bridges and trails for the development and closing of gaps of a scenically appealing route with little traffic. Bad Radkersburg Legrad Barcs D. Miholjac Continuous standardised signposting of the definite Mura-Dráva Route. References to sections that have already been signposted and will now be replaced by the new routing, will remain in the future regional bicycle network as an alternative route V priority Development of elementary infrastructure also along the new routing. VI priority Optimising the landscape value along the Mura-Dráva Route (lines of fruit trees, avenues, hedges and natural flowers on the roadside (see chapter (5.)). VII priority Development of a regional bicycle network (see chapter (7.)) VIII priority Development of a Mura-Dráva bicycle hire system (see chapter (4.) Example of implementation of a nature friendly bicycle-and walking-network Examples of cooperation for nature friendly bicycle- and walking-networks can be found in the Vessertal-Thuringian Forest Biosphere Reserve (from German National committee of the UNESCO Programme `Man and the Biosphere 2005, p ): In the 1990s, towns, municipalities and the tourism industry made great efforts to revive the Thuringian Forest as a tourism destination. They undertook many activities to improve the infrastructure, offers and marketing of the region. In many cases, these activities were not very well coordinated and did not pay enough attention to other concerns, e.g. those of the forestry industry and of nature conservation. 196

197 The following question arose: How can the concerns of tourism be brought into harmony with those of nature conservation in a welldeveloped and established tourist region? Against this background, the Visitor Guidance project was launched in 1999 to promote sustainable tourism development. All players whose interests and concerns are affected by tourism were involved in an open dialogue and working process from the outset in order to ensure the sustainability of the project. In this way those involved drew up and realised the goals and measures of visitor guidance in a process of partnership. First of all, the goals of visitor guidance in the Vessertal-Thuringian Forest Biosphere Reserve had to be defined. An undergraduate thesis dealt with this first part of the project. During this phase, two consultations were held with representatives from the region at which ideas were discussed and suggestions recorded. A number of problems were identified when the starting situation was considered: there were conflicts in the field of nature conservation areas, with the concerns of forestry and hunting as well as in financing, e.g. path maintenance. As there were as yet no specific details on visitor behaviour from the Biosphere Reserve, the potential damage from tourist activities such as hiking, cycling, riding, skiing, nature photography, cross-country running, climbing, motocross, gathering mushrooms and berries as well as aviation sports has identified first of all. The possible damage is largely connected to people leaving the paths). Starting from the research in the literature, lists of speciesand biotopes potentially susceptible to disturbance were drawn up. As well as their incidence in the area being studied, the Red List Status was another criterion used as a basis. Moreover, records were kept on which of these species are included in the Annexes of the EU Habitats Directive and in the leading and target species concept of the Vessertal-Thuringian Forest Biosphere Reserve. In total, 55 animal and plant species and 20 biotope types potentially susceptible to disturbance have been identified. Moreover, some visitors complained about the fact that there were several usages on the same path and about discrepancies between the signposts locally and the information on walkers maps. In the next stage, a target for revising the network of tourist paths covering all interests was drawn up. Project linked cooperation was agreed with the biggest landowner, the Thuringian Land Forestry Administration. This was followed by an identification of the specific problems in each municipality from the point of view of tourism, forestry and nature conservation. In the main phase, large scale talks were held in the twelve towns and municipalities. Everyone who had any point of contact with the network of tourist paths took part in the discussion. 197

198 In total, 80 consultations were held, involving the participation of over 70 representatives from various institutions. The biosphere reserve administration took on a moderator s role for this part of the project and was responsible for implementing it. In addition to the land in the biosphere reserve, this also dealtwith areas in the surrounding Thuringian Forest Nature Park (a total of 36,680 ha). The biosphere reserve administration used the ArcView geographical information system (GIS) in implementing this part of the project. In August 2001, the revised network of paths was introduced and handed over to the public at a presentation ceremony. As a result, the network of tourist paths and, thus, the follow-on costs, were reduced and the tourist uses were simplified. For example, the total length of the ramblers paths was shortened from 1,089 kilometres to 849 kilometres. The paths largely cross state and local authority forests, with the planning taking account of route information systems and game introduction areas. The nature conservation areas, in particular the core zones, were calmed taking account of the incidence of species and biotopes susceptible to disturbance. Then, the municipalities evaluated the results of the revision. (...). The Thuringian Land Forestry Administration has included the revised network of tourist paths in its digital information system. Moreover, the forestry authorities have started to repair poor paths and to clear views. The biosphere reserve administration has contacted publishers and authors of travel literature and has done the necessary groundwork. Various new editions of walkers and ski route maps have already been published with the appropriate amendments. In June 2003 a local publisher in conjunction with the BR administration released the Vessertal Biosphere Reserve walkers map for the first time. All of this was supported with intensive public relations work. Representatives of the press have repeatedly taken part in consultations and project discussions and regularly reported on them in the local press. The presentation and discussion of the project at specialist conferences provided ideas for work and was registered positively in the region. Increasingly, the project description on the website is being used for information. 198

199 8 Promoting equestrian tourism in the Mura-Drava Region Equestrian tourism refers to people taking part in horse-related activities including for example pony trekking, hacking, trail riding, horse trials and carriage riding, outside their usual environment. For the Mura-Dráva Region there is a significant potential for development in this coming tourism sector. Opportunities for new or existing tourism enterprises may develop by capturing an equestrian niche market, for example by providing 'Horse' Bed & Breakfast with stabling and grazing alongside accommodation for riders. Tourism has long been a popular form of diversification and an important source of alternative income for farm businesses, often in the form of self-catering or serviced accommodation. However, in areas where the accommodation market has become saturated, accommodation providers and new enterprises must seek to develop their unique selling points. Equestrian tourism allows them to 'add value' to new and existing accommodation provision and capitalise on assets such as not fully utilised buildings and access to open country or waymarked bridleways and trails. Horse-related holidays may be broken down into the following broad categories (which are not necessarily mutually exclusive): Riding as an ancillary holiday activity: This type of activity is not central to the holiday experience, and normally takes the form of a pony trek for children that can be completed as an hour or half-day ride. Carriage tours: half-day or day trips, mostly for visitor groups (tourist groups, independent families, company and school outings) of between 10 and 25 people, to show the beauty of the surrounding landscape and villages. For the most part they are offered from early May until early November. There are options for experienced carriage drivers, who may drive themselves, and for those with little or no experience, who will be driven by an experienced guide. Specialist holidays: a variety of courses for adult enthusiasts, for people wanting to learn to ride from scratch, to acquire an instructor's certificate, or to improve or develop a in specific discipline, e.g. dressage, show-jumping or eventing. Horse bed and breakfast (B&B): stabling and/ or grazing is provided for horses often alongside accommodation for riders. Accommodation is provided as a base for day rides or as a stopover on a longer trail. 199

200 Trail riding: Usually for the experienced rider, the travelling distance is increased considerably as the ride is conducted at a very brisk pace. It takes the form of circular rides returning back to the initial starting point or distance rides where the group rides from one destination to the next staying in different accommodations. Depending on the type of trip, trail riding can be involve day or weekend trips or guided trail rides of two to three weeks. Unlike most of the other tourist activities described, riding possible and attractive all year-round. Fig : Carriage-driving day-tour and pony trek ( and Fig : Family holiday with carriage. Equestrian tourism brings an income in wintertime, too. ( and 200

201 8.1 Equestrian tourism in the Mura-Dráva Region On the Bieszczady paths Mountain Horseback Tourism is a title of a brochure describing the beautiful landscape of the wild areas between Poland, Slovakia and Ukraine. The organisers offer trips along marked paths of more than 145 km through the Bieszczady National Park and the adjacent Landscape Park. The trails go through picturesque valleys with remains of historic villages. The trip continues through forests and up to mountains passes. The organiser uses the old breed Hutsul horse which is used and at the same time preserved in this way. The Croatian Highlands would be an excellent site to establish such kind of horseback tourism, too. In addition, the Posavina Horse could be used for riding in the Nature Park Lonjsko Polje and the adjacent floodplain areas of the Central Sava Basin as well as in the Mura-Dráva Region. In neighbouring Hungary, equastrian offers play an important role in tourism already today (see < 2/objectsearch.php?hdnPortalId=11&hdnLanguage=2&hdnType=1&services=> and < Admittedly, Hungary can rely on the misty-eyed and idealised romantic of the Puszta, which is intrinsically tied to horsemanship, adventure and vastness. The Mura-Dráva Region, however, would first have to gain a reputation of a standing similar to for example Riding in Croatia s Amazon (Schneider Jacoby & Reeder 1999). Due to the great potential for equestrian tourism of the Mura-Dráva Region, and providing there is good planning and infrastructure the low conflict potential in terms of conservation, it would be convenient to promote it in the region. The display of a regional Mura- Dráva horse route would cost-effectively develop and increase the value of the region with a further aspect of tourist infrastructure, therefore initiating further private sector tourism development. 8.2 Regional equestrian route For example, the Kreis Warendorf (Germany) offers a 120 km regional equestrian route for holiday-, leisure- and travel-riders. Holiday farms and rural inns are found along the way and make for attractive meeting places that permit planing of a flexible equestrian tour ranging from a ride of several hours or a day, up to a tour lasting several days. 201

202 Designated riders stations can be found along the entire route, where riders can have a break while the horses are watered. The regional equestrian route is clearly signposted, which means that an orientation on the terrain is easy even without a equestrian map. Signs are put up at potentially confusing crossings and junctions and indicate the right way by means of a directional arrow. The map of the regional equestrian route (on a scale of 1:50,000) can be downloaded for free (see In the Šumava biosphere reserve in the Czech Republic, the development concept-study for equestrian tourism was funded under the UNEP -GEF Medium-Sized Project Conservation and Sustainable use of Biodiversity through Sound Tourism Development in Biosphere Reserves in Central and Eastern Europe (see Integrated equestrian trail Equestrian therapy is increasingly gaining recognition. Therefore, an integrated equestrian trail, that can be used by able-bodied people as well as those with special needs, can become a unique tourist selling point in South-East Europe. Such a trail offers for example ramps for wheelchair users, barrier-free picnic areas as well as an especially large layout of paths that allow riding with horses in close proximity to one another, and the leading of horses. In Münsterland (Germany), 15 km of paths have already been accordingly prepared (see Online information All information on equestrian tourism infrastructure and services should be provided online: for example, it should be possible to enlarge and print out equestrian maps according to their required use. Locations of horse businesses, riding clubs, veterinary surgeons, blacksmiths, car parks and so forth can also be indicated on the online maps, so that the next hack or ride can be comfortably prepared from the home computer. A good example for an equestrian map can be found at < another one at < 202

203 8.5 Competition horse-friendly Commune In Germany, the development of horse-friendly infrastructure is promoted through the competition Horse-friendly Commune that is announced quadrennially (see and Such a competition would also be suitable in a transborder way for the Mura-Dráva Region. 203

204 204

205 9 Managing water tourism on Mura and Drava 9.1 Water tourism in the Danube-Dráva National Park The Dráva reaches Hungary at 237 kilometres from its end, and leaves the country, entering Croatia, after a further 170 river kilometres. The Dráva crosses the Hungarian- Croatian border several times in the Baranya and Somogy counties; quite often the lefthand side of the riverbank is in Croatia, while the right-hand side is in Hungary. The entire Hungarian stretch of the River Dráva is under protection, aiming to conserve the protected and strictly protected species (Watertour 2005). Fig. 132: The area around the river Dráva that is currently affected by water tourism from the Hungarian site (Watertour 2005) Water tourism in the Danube-Dráva National Park (Duna-Dráva Nemzeti Park) around Danube and Dráva has in recent years become increasingly popular since the area provides the perfect opportunity to become more familiar with the natural heritage. Permission for tours on the River Dráva must be obtained from the park management. Tourists visiting the river can take part in several kinds of water tours (after Watertour 2005): You can hire a canoe and paddle on the river with a guide: in this case you can spend the nights at the camps on the bank, You can also take part in a one-day tour (with no overnight stay), On the River Dráva, forms of water tourism involving paddling (kayaks and canoes) are preferred by the authorities. The use of motorised boats for leisure is thus limited to 2 stretches (Barcs Drávatamási; Drávasztára- Drávaszabolcs), 205

206 Concerning pleasure boats, on the Hungarian stretch of the River Dráva there are a further two places where boat trips are allowed. But tourism on the Mura and Dráva has to be strictly regulated in view of the sensitivity of nature (see chapter 6.6.7). It means that only a few public or licensed visitor boats should be allowed to travel along the rivers to maintain the impression of a virgin scenic riverine landscape as the international unique selling point of the region. Intensive water tourism would destroy or heavily impact the ecological and scenic value of the region by decreasing its economic value (see chapter 6.4). If canoe tourism is offered, impacts will have to be minimised and the economic value increased. 9.2 Impact on nature of canoeing In all acceptable and allowed cases the impacts on nature and the environment will have to be minimised. As to the impact on flora and fauna by canoeing, a distinction needs to be made between the damage caused by launching and removing or landing boats and the effect of travelling on the water. The possible impact of launching and removing boats includes damage from trampling, which can result in damage to vegetation along the riverbank, erosion of the riverbank, dislocation of species and loss of vegetation around the launching site. In particular, sensitive reed stands, which are used by some bird species as cover and are the habitat for many invertebrates, should not be walked on or damaged. During the nesting season for birds that are native to the watercourse (e.g. kingfisher, dipper, common sandpiper) boat traffic can result in agitation (interruption of nesting and feeding) and even displacement of the animals. Both passing by and especially resting on a bank or on gravel bars can greatly disturb nesting birds. Limnetic fauna and the spawn of certain fish species can be compromised by mud and fine sediment being stirred up, primarily in shallow and narrow watercourses. Mechanical damage caused to the riverbed by paddling can harm the eggs of fish that spawn on gravel riverbeds (e.g. greyling, minnow, brown trout, salmon, bullhead). It is therefore important to ensure the water level is sufficiently high for canoeing (Bundesamt für Naturschutz 2005, p. 5-6). 206

207 9.3 Minimising possibilities Navigation agreements and regulations In Germany the northern states (Länder) of Berlin, Brandenburg, Mecklenburg-Western Pomerania, Schleswig-Holstein, Saxony- Anhalt and North-Rhine/Westphalia in particular attribute great significance to the development of their water tourism potential in a manner compatible with conservation principles and have therefore implemented numerous related initiatives (e.g. system for guiding canoes at the Uckermärkische Seen nature park, Feldberg Lakes region and others). Canoers and canoe tourism businesses also promote activities that ensure quality and ecological compatibility (quality label of the Federal Association of Canoe Tourism (BKT), supported by BfN using funds from the Federal Ministry for the Environment (BMU) ). Currently there are a total of 578 navigation regulations related to conservation (protection of sensitive bird and fish species). Of these, 258 are all-year navigation prohibitions and 108 are restricted to a certain season. In addition, there are 35 known cases of voluntary self-restriction (Bundesamt für Naturschutz 2005, p. 6). The Fertö-Hanság National Park in Hungary has been offering boat tours in the reed belt of the Southern Neusiedler Lake for years. From this example, helpful experiences could be gathered for the ecologically sound development of canoeing tourism that are to be used for the Mura-Dráva Region (see 9at,season,at1,selectedEntry,event/intern.html?zpId=903103C ). An overview of regulations and volunteers agreement gives the website < gruppe3>. The growing number of non-affiliated and untrained canoeists could lead to increased disruptions and problems through the ever-increasing number of canoe-hire agencies. Therefore guided tours should remain the standard. To this end, more guides should be trained. The guidelines for carrying out an eco-training for the acquisition of the treking-canoe-badge of the German Canoeing Association can serve as a basis (see In case of unrestricted canoe rental it is imperative that renting agencies be provided with guidance as to protection measures. Information and instructions for nature and water protection can contribute to this clarification and awareness-raising. 207

208 The basis can be the 10 Golden Rules for the behaviour of aquatic athletes in nature (see (see Furthermore, the Swiss Canoeing Federation provides the detailed argumentation document Canoeing in Floodplains (see Both documents should be established as minimum standards for the Mura and Dráva. The considerable impact of the multitude of unaffiliated hobby-boaters will nevertheless only be alleviated by friendly advice and good examples Guiding infrastructure Footbridges facilitate comfortable boarding and disembarking and preserve the banks ( and For canoeists, clearly demarcated bivouac-sites should be established in order to prevent negative consequences of wild camping. A service charge for an overnight stay covers the cost of the provided timber stock for campfires and toilet maintenance ( Higher revenue than bivouac-sites are promised by the accommodation in straw-bale hostels, farmhouses or small canoe huts ( At bivouac- and campsites campfire locations should be indicated and timber stocks provided in order to prevent negative consequences of wild fires and the search for wood. The ensuing personnel costs can be covered by a user fee that is collected in the evening. In areas with higher visitor attendance, the building of barbecue sites seems sensible. Fig : Footbridges facilitate comfortable boarding and the river banks. Bivouacsites preventing negative consequences of wild camping 208

209 Fig : Canoe huts, campfire locations and barbecue sites concentrate tourists Signposting Signposting can help prevent canoeing in easily disrupted areas and arms. The signs on water ways should be 100 x 30 cm and indicate the point of departure and destination, as well as picnic areas with and indication of travel times. All signs should carry a number of orientation that can be found in a route guide and on the information boards at the stops (see Interactive paddling maps should also include ecological advice; a good example being provided under < Solar boats A GEF grant gives the Nature Park Kopački Rit in Croatia the chance to replace the old boats which where destroyed during the war by this new and very attractive technology, which was also presented at the EXPO But up to now only diesel ships have been used in the Kopački-Rit Natur Park. For large expanses of water with little current especially during the floodings in the Kopački-Rit Natur Park solar boats are advantageous, as they are for downstream travel on Mura, Dráva and Danube. In case of stronger currents however, the electric motor needs to be supported by a diesel motor. At Lake Constance, solar energy is promoted to reduce the use of fuel on the lake which is a drinking water reservoir for four million people. The new solar ferries connect Swiss and German communities on the lake (see www. bodensee-stiftung.org). 209

210 Through an international exchange-programme a first solar ferry was even established on the Norfolk Broads in the East of England. These ships are ideal for environmental education and calm excursions on the lake. Fig : Current boat of the Kopachki-Rit Natur Park and solar boat on the Thunersee ( Fig. 141: With water bikes, gravel pits and quarries, which are not sensible for conservation can be experienced from a new perspective ( 210

211 211

212 10 Marketing - image and brand development in the Mura-Dráva Region The beauty and variety of the landscape of the Mura-Dráva regionand the endemic cultural facets in combination with the natural and cultural/ historical sights provide the unique selling point (USP) (see chapter 6.3.1). Based on this, the image that needs to be impressed on the market must highlight this USP, hold the promise of quality and variety, experiences and individuality, recreation and atmosphere, pleasure and new impressions, guarantee the sustainable use of resources. To highlight these and change the demand structure, five obstacles have to be removed: The disposal infrastructure (sewage, waste) must work. Products and price/ performance must correspond to the market. The rich natural and cultural heritage must be developed for tourism. Additional products need developing. All tourism personnel must be qualified accordingly. As described in chapter 6.4 the various individual potentials of the Mura-Dráva Region are not sufficiently attractive for an economically relevant tourism to develop on its own. Therefore, in order to create a greater demand, the existing potential needs to be professionally developed, expanded and organised as well as systematically arranged in cross-linked packages. Many regions in neighbouring Hungary prove the viability of this approach, as shows for instance the Baranja: With purposefully selected offers and concerted marketing, it has added tourist value to its potential that is in no respect more attractive. 212

213 10.1 What s missing in the hitherto existing marketing In marketing it is necessary to address the desires and needs of the target groups not only in respect to the product, but also as regards the advertisements. Since in the Mura-Dráva Region all budgets for this purpose are extremely low, the marketing material, while produced with much love and commitment, tends unfortunately to lack the necessary professionalism. One can make out three grave errors in almost all promotion brochures: The biggest deficit that is also the easiest to be resolved: the promotional texts are often rich in mistakes, and sometimes even incomprehensible. Obvious overstatements and whitewashing of facts are deterring to potential visitors. For the lower part of the Dráva alone, three different geographical indications are used: Slawonia, Croatian Danube Region and Baranja. This creates confusion and prevents the development of a regional image Marketing strategy After having decided on the potential markets (see chapter 6.4.1), the next step is to find and approach these different target groups (see chapter 6.2). There are various means of marketing a business or a village, but it needs to be done within a realistic budget, as it is unnecessary to undertake all means of marketing of course. It is important to focus on those that meet the community s objectives. Because of the different target groups with different interests, we obviously need differentiated marketing. Intermediary aid from foreign tour operators and travel agents would be constructive for marketing abroad (see chapter 10.6). A lot of promotional literature is important to simply sell the business, here rural tourism. The Mura-Dráva Region has a lot of natural and cultural heritage that suit to tourism (see chapter 6.3). The literature should be well-presented and inform the target consumers as to what on offer is and what makes it worth the visit. Informations of these sights with maps and service timetable of public transport hould be available, as well as special information about it. This way potential customers get a better image of the region and its offer. The information should be available on websites, but also brochures and catalogues could display more information about the nature parks, cultural and historical sites, but in addition also about specific villages and communities with their traditional local events and/ or festivals. This will make the image about the region more alive, practical and certainly more attractive. 213

214 To reach a wider public booklets and websites of tourism organizations should be translated into at least English, but preferably also in German and if possible in other languages. This for the reason that it will make rural tourism in the Mura-Dráva Region more accessible for tourists from other countries. One should think of potential tourists from other European Countries. Obviously many people will be able to speak English, but not all, also depending on nationality. Reading the information in the own language will be an advantage, it makes it more accessible. Subsequently folders, brochures and catalogues should be available in more languages than English. A variety of things to do and see locally and, important for rural businesses, will educate and create a sense of appreciation of the area. In order to reach to the targeted public one needs to find out from where the potential new customers obtain the information about their holidays. Whether it is a Tourism Information Centre, a newspaper, a magazine, a travel guide, internet or by word-of-mouth, it is important to find out the most suitable publication when spending on advertising. Evidently, direct marketing would be the best, so establishing a customer database would be useful. One can learn by examining specialist publications that match the target market such as bird watching or in biking magazines for nature- and/ or eco-tourists. Timing of the publication in relation to the season is another point to consider, given that advertising right after the high season will not have much of an impact. Most people start thinking about their next holidays around January, February and March. This is also the time that most fairs and exhibitions take place. Important fairs for rural tourism include the International Tourismus Börse Berlin ( and the tournatur ( The ADFC provides an overview about bicycle-tourism fairs (see Participation in these fairs can be important to spread information and make yourself known as a company but more as a new tourist country. Nowadays a business cannot be a business anymore without being represented on the world wide web (see chapter ). Internet usage has grown enormously and by now bookings of holidays through the internet is also on the increase. It is important that the website gives the consumer the right feeling, without being trickled by gimmicks or non-factual information. The website should give a professional impression, rather than that ofan amateurish company that has just started out. 214

215 10.3 Umbrella brand concept of the Mura-Dráva Region - part of the European Green Belt Evidently the local tourism promoters know best the potential of the region. However, it has hardly been developed, is not valued, and has not at all been cross-linked or advertised to a specific target-group. An important reason for this can be found in the unavailable financial means, which will not change in the future. That is why a bundling of all forces is recommended through the development of an umbrella brand concept German umbrella brand VIABONO By means of explanation, the German umbrella brand VIABONO is described briefly: In 2002, an environmental umbrella brand was created using the branded slogan 'Viabono Enjoy travelling, naturally'. The goal of the brand is to measurably increase the proportion of nature-oriented tourism options and to increase the demand for these options. VIABONO does not consider itself to be a seal of approval, but a branding strategy that is addressing consumers on the subject of the environment and travel on an emotional level. The umbrella brand was developed by the Federal Environmental Agency with the cooperation of Federal Agency for Nature Conservation with funds from the Federal Ministry for the Environment, Nature Conservation and Nuclear Safety (BMU). Environmental, nature conservation, consumer, tourism and local government groups can bear the VIABONO brand name. For the first time, measures that had been oriented separately to the tourism industry and to consumers are being brought together. The branding concept takes into account the finding of a major study on Communication and the environment in tourism that tourists primarily perceive nature and environment-oriented travel as travel that is not experiential, fun or enjoyable. Along with tourism service providers like hotels, restaurants and campgrounds, municipalities and nature parks can be licensed by VIABONO if they meet predefined environmental and conservation criteria. At the end of 2003, VIABONO had 230 licensees; the majority were hotels (56 %), restaurants (11 %) and campgrounds (11 %). The nature parks that have been licensed are Nördlicher Oberpfälzer Wald, Elbufer-Drawehn, Uckermärkische Seen, Hohes Venn-Eifel, Frankenwald and Nördlicher Teutoburger Wald/ Wiehengebirge. Many of the VIABONO-certified municipalities are located in protected areas. For example, St. Andreasberg in the Harz National Park and Nordstrand in the Wadden Sea in Schleswig-Holstein. As for tourists, an increasing number of requests for information are being registered on the internet, and, most importantly, a growing number of requests for bookings (end of 2003: approx. 800/ month) (Bundesamt für Naturschutz 2005, p. 93). 215

216 Examples of themed centres: Bicyle tourism Canoe tourism Experiencing nature Farm holidays Tourism along the Elbe-River This exapmple shows why it is recommended, during the development of the co-operatives (see chapter 10.3), to join together in a single umbrella-concept all the forces that are regionally or thematically related (wheter nature-, cultural-, rural- or bicycle tourism). For this one should join the branding of the tourist umbrella brand European Green Belt (see chapter 2 and 3) as transborder geographic region, which is currently being developed. Five elements are the result: 1. Tourist umbrella brand: European Green Belt 2. Tourist geographic area: Mura-Dráva Region 3. Sub-region: regional border region, e.g. Baranja in Croatia and Hungary 4. Location: Kopački-Rit 5. Topic: birdwatching, nature experience, bicycle or rural tourism The topic will not be further elaborated on in this paper since it was treated in INTERREG III B CADSES-Project Protection and valorisation of the longest habitat system in Europe (European Green Belt). The logo and corporate design of the European Green Belt will serve as guidelines for all kinds of PR material (web, printed material, exhibitions, signposting etc.). Therefore the planned signposting of selectedbicycle paths along the Green Belt should be realised only after the introduction of the corporate design. 216

217 The websites Dráva - the green heart of europe ( and European Life Line Mura-Dráva ( are good starting points The Mura-Dráva flooplain as a PAN Park If the Mura-Dráva flooplain became a world wide unique five border crossing transboundary biosphere reserve (see chapter 5), it could became a PAN Park, which is described by PAN Park (2007) as follows: PAN Parks (Protected Area Network) as a tourism brand stands for quality tourism destinations offering a unique wilderness experience. It was selected by the EC DG Environment as one of the most relevant initiative to manage sustainable tourism in Natura2000 sites. PAN Parks is an innovative concept, which brings the conservation professionals and entrepreneurs together in protected area management, and creates a network of independently audited protected areas, which at the end will be widely recognised as Europe s elite nature sites by increasing the management effectiveness of protected areas and creating a role model of sustainable financing for nature conservation and uses a trademark for conservation excellence and sustainable tourism entrepreneurs to develop nature-based high quality tourism packages. PAN Parks is not about increasing the number of visitors! It is about more effective management of tourism inside the protected area and its adjacent area in cooperation with local entrepreneurs. It is not about having more restriction, too! It is about providing new opportunities to local communities to benefit fromprotected areas. It is a new method to cooperate and effectively manage protected areas. Then despite of their own uniqueness, there are some common problems and procedure in each protected area: the protected area employees are typically not experts on marketing, tourism and communications, so it is always good to involve outside experts the local entrepreneurs, except a few pioneers, always need similar trainings: language, marketing and pricing most of the local entrepreneurs in rural areas are hobbyists there is a general need for but fear from outside investment the tourism development process must be transparent and lead tofair competition. Be prepared: whenever money is involved there will always be disputes and jealousy! 217

218 Potential benefits of the PAN Parks Foundation for a protected area are: international recognition and independent management audit access to new sponsorship of conservation and tourism project expertise exchange through a living network and tools to improve nature management standards tools to control and monitor tourism support in lobbying decision makers Potential benefits of the PAN Parks Foundation for local communities are better collaboration with the park management promotion of small businesses showcase for traditional crafts and culture improved tourism facilities stronger central/regional government support international recognition new jobs and increased employment 10.5 Destination management Setting up a distinct tourist product in the transborder Mura-Dráva Region is not an easy process. The particular interests of the respective regions and agents are very different, as are their expectations of tourism. Here there is a risk that each one only acts according to his own interests, that efforts strain and thus the effects disappear. This can only be prevented by close inward and outward cooperation. Within the Mura-Dráva Region this means close coordination and collaboration of all tourism institutions, service providers in tourism, businesses, conservation areas, regional media and the local population. Organising this and directing the manifold, partly contradictory interests towards sustainable decisions can be achieved by a adequately authorised and equipped destination management on the level of the Mura-Dráva Region. The website of Saxony ( can be an example. 218

219 10.6 Cooperations for tourism development in the Mura-Dráva Region The potentials and options (see chapter 6.3) have to developed to the level up-to-date products. For this, flexible modular solutions should increasingly be considered. By means of quick and uncomplicated information and booking facilities like the internet, the guest should be provided with an easy access to those products. It would be helpful if information could be integrated into the national information and reservation system of the neighbouring countries. Collaboration with tour-operators is also to be intensified. In the important tourism-generating countries of the Mura-Dráva Region cooperation with providers of travel products should be sought in terms of sustainable nature, rural and bicycle tourism. In this way the region can be advertised cost-efficiently and effectively and for visitors professionally organised adventure packages can be prepared. The following cooperation partners can be recommended: Travel agencies As a representative of the numerous tourism enterprises in Germany and Austria that offer bicycle tourism the Bodensee-Radweg Service GmbH shall be mentioned, which is already proposing interesting options for holidays along the Dráva trail ( Forum anders reisen The forum anders reisen ( is an association of around 130 small and medium scale travel agencies for e.g. nature, rural and bicycle tourism, who in their products pay attention to nature as well as ethics and social justice. Happy Bike Based in Hungary, Happy Bike is a nationwide network organising profit-oriented support and services based on bicycle tourism. Its mission is to activate people interested in bicycle tourism, to make conditions optimal for them and also to offer services for foreign tourists, services which would be marketable also in EU countries. The system guarantees computability, ease of planning and individually tailored quality and comfort for clients. Allgemeiner Deutsche Fahrrad-Club The Allgemeine Deutsche Fahrrad-Club ADFC ( already offers bicycle holidays on the Croatian coast and could expand its offers to the Mura-Dráva Route. 219

220 Friends of the Earth Germany Friends of the Earth Germany (BUND) has its own travel agency ( which is worth including due to the great potential of tourists interested in nature. Travel offers for youngsters In order to reach youngsters, the following cooperation partners could be of interest: Das Reisenetz e.v. Das Reisenetz ( is a platform for organisations that develop and advertise programmes and products in the entire field of Young Travel. transfer e.v. transfer e.v. ( is a non-profit organisation for young travel and international encounters. Advertisements in newspapers Besides the numerous general holiday magazines or the ones specialised in bicycle, hiking, nature, family or farm holidays, there is also the magazine Verträglich Reisen Magazin für Reisen und Umwelt, that is devoted to environmentally conscious travel ( Bicycle tourism database In the bicycle tourism database of the ADFC there is a collection of more than 90 bicycle tourism organisers and more than 500 bicycle hostels ( Contact travel guides In relation to the potential target group of independent travellers, who often plan their travels based on information from travel guides, it would be possible to try and contact the publishers of these travel guides. Convincing them to provide information about rural tourism in the Mura-Dráva Region and the contact details of local NGO s, could subsequently be followed by an increase in visitors to the region and respectively to the more rural communities. Obviously this is an idea with long-term predicted results. Known travel guides include Lonely Planet and Rough Guide. 220

221 Familiarization trips Depending on the available budget, it might be an option to organise a familiarization trip, inviting travel agents and maybe some journalists from abroad. These kind of trips can be an extraordinarily effective way to generate positive foreign press-coverage about the area and, ultimately, lead to the increase in visits. The press could also be invited to local festivals like the International Dráva Day, the yearly stork festivals in the European stork village Velika Polona in Slovenia, the little tern festival in Koprivnica or the opening of new bicycle route sections in order to reach a wider public. These in market trips are the only way a travel agent or reporter can actually gain first hand experience of visiting the area. If done effectively, good coverage will be gained, but strong relationships can also be built up with reporters, relationships that can prove helpful in future years TO DO! - Contest Socially Responsible Tourism With the implementation of the Mura-Dráva Route, the region can apply for the different contests, labels, prizes and awards e.g. the TO DO! - Contest Socially Responsible Tourism. he contest will only accept entries for projects and measures whose planning and implementation involves the different interests and needs of the local population through participation on a broad scale (e.g. through information, opinion poll, discussion, in working out ideas and in decision-making). In addition the following aspects should also be considered: Awareness Raising: Enhancing the awareness of the local people with regard to the chances and risks of tourism development in their economic, social and cultural life; Wide-ranging benefit: Participation of a broad local population strata in the positive economic, social and cultural effects of tourism; Qualified jobs in tourism: Guarantee of the attractiveness of jobs in tourism for the local people by improving working conditions relative to payment, social security, working hours as well as education and training; Strengthening of identity: Strengthening the local culture and the cultural identity of people living in tourism destination areas; Minimisation/avoidance of damage: Avoiding and minimising any social and cultural damage caused by tourism in tourism destination areas. 221

222 Projects and measures entered for the contest must be in line with the principles of environmental compatibility. In addition, evidence of economic and institutional measures/ mechanisms guaranteeing the sustainability of the project/measures must be provided. The award is given in March of each year on the occasion of the International Tourism Exchange in Berlin. The prize-winning projects are thus made known to a broad public. Between 1995 and 2006 some 223 projects from 62 countries and five continents participated in the TO DO!. Nearly sixty percent of the entries came from so-called developing countries, and 40 from industrialised countries. Twenty-eight projects were awarded the TO DO! prize, 24 of which were projects in developing countries ( 222

223 11 Model region for self-sufficient renewable energy supply As already mentioned, organizing a self-sufficient renewable energy supply would bring impressive economic benefits to the Mura-Dráva Region and would be a great contribution to conservation. As well as these effects, this kind of model region can help create science- and seminar-based tourism, especially for experts from (south) east Europe, because the starting position in former Eastern Bloc states is different from, e.g., in Austria. Güsing is visited every week by 300 interested people from all parts of the world. The example followed is described in bmvit (2007): Güssing is the capital of a district with approximately 27,000 inhabitants and is situated in a region with some deficits concerning infrastructure. In 1988, this region was still one of the poorest in Austria according to statistics. On account of the geographically unfavorable location near the border, major trade or industrial businesses did not exist at that time and the whole district did not have any transportation infrastructure at all (neither railroad nor highway). This resulted in a scarcity of jobs, 70 % weekly commuters, and a high rate of migration to other regions. In addition, there was the problem of substantial capital outflow from the region caused by energy bought from outside (oil, power, fuels), while existing resources (e.g. 45 % forest land) remained largely unused. In 1990, experts developed a model, which provided for a complete abandonment of fossil energy. The objective was to supply, in a first step, the town of Güssing and subsequently the whole district with regionally available renewable energy sources thus providing the region with new forms of added value. The model comprises the aspects heat generation, fuels, and electric power. First steps toward implementation consisted in targeted energy saving measures in Güssing. As a result of the energetic optimization of all buildings in the town center, expenditure on energy was reduced by almost 50 %. Then, the realization of numerous demonstration energy plants in the town and the region helped to promote the implementation of the model step by step. Examples include the successful installation of a bio-diesel plant using rape oil, the realization of two small-scale biomass district heating systems for some parts of Güssing, and, finally, a district heating system based on wood fuel supplying the town of Güssing. Energy self-sufficiency was finally realized in 2001 when the biomass plant Güssing was installed; it relies on a newly developed biomass-steam gasification technology. 223

224 At present, Güssing produces more energy (heat, fuels, and electric power) from renewable resources than is consumed in the town on an annual basis. This benefited the region an added value of Euro 13 million (calculation based on 2005 figures) per year. The implementation of the innovative energy concept set off a sustainable regional development process, which transformed the formerly dying region within 15 years into a region with a high living standard and excellent quality of life. In recent years, Güssing has been awarded honors as the environmentally most friendly town and most innovative municipality in Austria. One of the first infrastructure improvements, i.e. the installation of the district heating system Güssing (1996) made the town on the border already an interesting location for the establishment of businesses. A special scheme promoting the establishment of enterprises in the area brought 50 new enterprises with more than 1,000 direct and indirect jobs in the renewable energy sector for the region. Güssing since has developed into an important location in the fields of parquetry production, hardwood drying, and environmental technologies. The realization of the biomass plant Güssing and the establishment of the RENET Austria (Renewable Energy Network Austria) competence network gave rise to the launching of numerous national and international renewable energy research projects in Güssing. The European Center for Renewable Energy (Europäisches Zentrum für Erneuerbare Energie EEE) coordinates all demonstration plants, projects, research emphases as well as programs for training and further education in this field. The manifold research activities here have also contributed to the attractiveness of the region and to the creation of additional high-quality jobs. Work within the Energy Systems of Tomorrow subprogram aims to further disseminate this successful model. The objective consists in the further development of the strategies and technologies tried out in the town of Güssing and in applying them in the whole district. By 2010, this area should also have attained self-sufficient energy supply and, thus, numerous concomitant positive effects for the economy in the region. The flagship and most important innovation of the Güssing model is the biomass plant, which uses a special fluidized bed steam gasification technology. The process (...) offers some advantages as compared to conventional combustion processes, especially in combined heat and power applications. (...) The plant, which started operation in 2001 has a rated fuel capacity of 8 MW and produces 2,000 kwh electric power as well as 4,500 kwh heat for district heating at a feed rate of 2,300 kg wood per hour. 224

225 The plant currently operates for 8,000 hours per year. (...) The electric efficiency ranges between 25 and 28 %, overall efficiency (power and heat) is approx. 85 %. On account of the favorable properties of the product gas (no nitrogen, high hydrogen content), there is a broad range of possible uses, such as the generation of fuel gas, synthetic gas, gasoline and diesel, methanol as well as hydrogen. (...) Fig. 142: Polygeneration in the town of Güssing (bmvit 2007) Güssing s way has a positive effect on the development of the region. Shifting energy supply from fossil to renewable energy sources held a big amount of money in the region. Other effects are an improvement of the situation on the job market, new opportunities of training and further education, and enhanced self-confidence of people in the region. New opportunities arise in the fields of tourism [(300 Eco-interested people every week from all parts of the world)], cultural activities and sports. These sustainable stimuli could create a model region and a role model for other areas, which might adopt such concepts as well. 225

226 An overview of the topic of renewable energy is provided by the website < For the Mura-Dráva Region solar energy make sense for following applications: Solar hot water system: Production of heat for hot water and building heat through solar hot water systems, which use sunlight to heat domestic water. These systems are composed of solar thermal collectors, a storage tank and a circulation loop. Electricity generation: Electricity generation through solar cells, also referred to as photovoltaic cells, are devices or banks of devices that use the photovoltaic effect of semiconductors to generate electricity directly from sunlight. Fig : Solar hot water system for campsites. Electricity generation through solar cells can include agricultural use and conservation measures ( Biomass, especially corn has a huge potential in the Mura-Dráva Region: 1 ha cornfields cover the annual need of five households (www4.verivox.de and More information on the website < Fig : Energy from biomass and biogas-reactor 226

227 DISCUSSION 12 LOBAL CLIMATE CHANGE THREAT FOR CROATIAN TOURISM AND CHANCE FOR THE MURA-DRÁVA REGION International tourism is one of the fastest growing industries in the world economy (UNWTO 2007) and it is one of the most important branches of the Croatian economy (DEG, 2003b). But heat waves, droughts, rising seas, flash floods, forest fires and diseases could turn profitable tourist destinations into holiday horror stories, according to a research published already in 1999 by WWF (1999, p ): The tourism industry could be faced with huge costs as global warming begins to influence decisions about when and where people will go on holiday. (...) Areas such as the Mediterranean, a popular destination for British tourists, could become unbearable during the traditional summer holiday season. As temperatures begin to soar, many tourists will stay away. (...) Then global climate change will bring hotter, drier summers to the Mediterranean and significantly impact two of the region's largest industries, agriculture and tourism. WWF predicts climate change will in increase the number of extremely hot days and decrease rainfall in the summer, making the region less attractive for tourists and reducing crop yields. Warmer temperatures in northern Europe is expected to further put off visitors. Unless something is done to tackle global warming, the Mediterranean will not be the same place that people have enjoyed in the past. Ironically, the tourist industry is not just a potential victim of global warming: it also contributes to the causes of climate change. Air travel is the fastest growing source of greenhouse gas emissions, so therefore increases the risk of continued global warming. From 594 million international travellers in 1996, numbers are forecast to leap (...) to billion by 2010 and 1.6 billion in (...) Therefore urgent action must be taken now by governments, individuals, business and industry - including the tourism industry - to reduce the threat of global warming. (...) As one of the world's largest industries, and one that heavily depends on the climate and environment for its success, the tourism industry itself must take action to reduce its contribution to global greenhouse gas emissions. For example, improving the energy efficiency of buildings in existing and newly-built resorts, and where possible using electricity from renewable energy supplies, would make a difference. Transport to, from and around resorts is another key area where changes can be made, and operators should be encouraged to incorporate public transport and cycling infrastructures in their resort plans (WWF 1999, p ). 227

228 With an expected growth rate of around 6%, rural tourism is already developing faster than the overall growth rate for international tourism (WTO 2007). From today s point of view it is the most attractive opportunity for many rural areas since it is the fastest and most lucrative way of achieving sustainable regional development. Regions that have in the past or nowadays counted on or invested in sustainable tourism and sensitive traffic systems will be able to further increase their market value in the future. The planet s oil production, is likely to peak soon (Schaefer 2007): Prices for oil will therefore continue to rise and especially the current form of the Western societies that are hyper-mobile due to cheap energy will become more expensive and therefore be transformed significantly. Furthermore, we can already observe year-on-year the beginning and yet already dramatic consequences of the global climate change. The majority of the world s population is concerned by the actions of the minority in the Western North. At the same time, the majority of people also want to live according to the extremely energy- and resource-heavy North-Western lifestyle. Since billions of people are still living in poverty it is important to allow them development opportunities. That is why we in the North have to reduce our energy and resource consumption all the more drastically in order to enable their necessary developments in a world climate friendly way. Very high potential savings can be realised through the use of efficient technologies, many of which are already market-ready. However, we will have to change our way of life: regionalbicycles concerning resource and food production as well as deceleration are only two catchwords. As a medium-term measure, the CO2 production related to our consumption or the energy consumption will probably be taxed in order to finance external costs of environmental pollution and climate consequential costs. This as well will cause serious social changes. The time of air traffic on its current scale will probably soon come to an end. But the people will still feel the need for recreation and holidays, and they will be able to do so as well. However, it will be different from today s age of low budget airlines. In this way, nearby holiday resorts and particularly rural regions will attain an even higher economic importance. For short distances between the place of living and the holiday resort, a possible arrival by train and car-free leisure activities are concepts that will influence the choice of the travel destination in the future even more. Therefore, sustainable rural tourism and especially bicycle tourism can at the same time actively contribute to global climate protection. 228

229 This development will benefit the Mura-Dráva Region economically, which will be developed for tourists in a sustainable way. This will also matter for Croatia. Additionally, even with higher summer temperatures the Mura-Dráva Region will continue to offer a comfortable local climate due to the densely wooded areas and the extensive wetlands. 229

230 230

231 CONCLUSION 13 SUSTAINABLE TOURISM A CHANCE FOR PEOPLE AND NATURE ALONG MURA-DRÁVA I have attempted to set out clearly how rural tourism can help both local people and conservation in the Mura-Dráva Region, and what its potential markets are. Opportunities for rural tourism are enormous thanks to the region s rich natural and cultural heritage with a large variety of picturesque landscape and of course the friendly and hospitable population. The best potential markets for the Mura-Dráva Region will consist in tourists interested in nature and culture, especially bicycle tourists. Today people stress the importance in quality, service, convenience and experience. This consequence has its impact on the supply and demand in holidays. The holiday experience needs to make up for the demanding jobs people have in their daily lives. Holidaymakers become more sophisticated and therefore the experience corresponds to a feeling of personal success, and gives a certain esteem and status to a person. This also leads to the fact that people have become more sceptical, and will do everything to get the best price-value deal available for travel. Rural tourism means small-scale tourism; however, the establishment of a co-ordinated approach at national, regional and local level is critical for its success. Few local people may have the ability and networks and so forth to be able to establish businesses that cater for luxury tourists. But to serve for rural tourism not much is needed other than the willingness to integrate the principle of rural tourism in daily life. However, this does not mean that rural tourism equals a lower level of service: on the contrary. Training, to increase knowledge and skills, will help people to act well as entrepreneurs. Most people in the home countries and abroad are not aware that the Mura-Dráva Region is a destination for tourism: it is thus also more a matter of making the region known. Among tourist income-generating countries it can be concluded that the neighbouring countries close to the Mura-Dráva Region are among the most important, but there is a tendency that the arrivals from more western European countries are also growing. In general there is a need for more intensive marketing in countries such as Austria, Switzerland and Germany. Extending the Mura-Dráva Route from Austria and Slovenia to the Danube-bicycle trail would bring many western tourists. 231

232 Therefore, participation in international tourism and bicycle fairs and exhibitions could be a great benefit. When marketing in a specific country, the language of that country has to be taken into account Finding partner companies abroad could be a great asset in helping out and working together. By way some recommendations and proposals have been set out, addressed to different parties. These are suggestions, meant to develop or improve the benefit of rural tourism in the Mura-Dráva Region and its local communities. Though one should realize that some of the effects will be on the more long term, nevertheless it will be worth the effort. There are many examples from which the Mura-Dráva Region can learn both how to develop tourism successfully and how not to do it. At the same time, it can itself become a model region for the development of sustainable tourism in the Green Belt, particularly in south east Europe. Nonetheless, a number of problems identified in the development of transboundary tourism in the analysed protected area may create future challenges for the European Green Belt project. The Green Belt Programme of Work foresees sustainable tourism development as one development option and as a field for further cooperation and projects. In this respect, transboundary development programmes of the European Union are making a significant contribution to infrastructure development. The EU Regional development funds as well as Structural funds offer financing opportunities. For example, transboundary regional development concepts including tourism can be subject to funding under the EU CADSES initiative. As the application for most EU projects requires a network of partners, the European Green Belt network is a useful prerequisite to ensure further funding of the sustainable tourism initiatives along its borders. In line with the declining importance of agriculture in Europe, sustainable tourism the potential to replace it, especially in the well-preserved marginal border areas along the former Iron Curtain. Furthermore, integrated regional development, which connects sustainable tourism and local agricultural production (e.g. through the promotion of regional products in restaurants, farm holidays or specific events such as cheese-making on a farm) can present an important contribution to keeping extensive agriculture alive in the region. 232

233 The seasonality of nature-based tourism often leads to seasonality of the provided jobs and incomes, and therefore can diminish the socio-economic significance of tourism in the region. However, prolonging the tourism season with specific cultural offers, diversification in general and construction of the infrastructure for new nature-based tourism activities may improve the situation in the future. Despite the problem of seasonality, sustainable tourism might be able to counteract the increasing depopulation of rural regions through the provision of secure incomes and stable jobs. In order to ensure this scenario, methods to prolong the tourism season, the introduction of new tourism packages, as well as the diversification of cultural attractions and events are necessary. However, the future of tourism within the Green Belt is heavily dependent on the quality of nature. Joint development of objectives and concepts to develop tourism in the Green Belt regions benefits not just tourism but also the Green Belt natural areas themselves by increasing regional wealth creation, by giving greater importance to rural areas, by creating more acceptance for nature conservation amongst the local population and by increasing awareness of nature and the environment among holidaymakers. 233

234 234

235 BIBLIOGRAPHY Bett & Bike Deutschland (Ed.) Infos für Gastbetriebe < bmvit (Austrian Federal Ministry for Transport, Innovation and Technology - Division for Energy and Environment Technologies) (Ed.) 2007: Model region Güssing. For selfsufficient renewable energy supply based on regionally available renewable resources and sustainable regional development. Forschungsforum 1/ Wien. Austria < Bundesamt für Naturschutz (Federal Agency for Nature Conservation) (Ed.). 2005: Nature Data CD-ROM mit Booklet Cyrill, A & Keller, M. 2002: Entwicklungskonzept für einen sanften Tourismus in Pitomaca, Kroatien. Diplomarbeit 2002, Hochschule Rapperswil, Abteilung Raumplanung DEG (Deutsche Investitions- und Entwicklungsgesellschaft mbh) (Ed.) 2003a: Integrated Overall Regional Approach to Reorganizing and Developing the Tourist Industry in Croatia and Montenegro. Köln, Germany DEG (Deutsche Investitions- und Entwicklungsgesellschaft mbh) (Ed.) 2003b: Regionaler Tourismus Masterplan - Räumliches Konzept für die touristische Entwicklung der Region Lonjsko Polje/ Posavina; 76, p. Köln, Germany Dráva League (Ed.) Natural Asets of the middle and lower Dráva < Dráva League (Ed.) Bikes for hire in Koprivnica! < ECF (European Cyclists Federation) (Ed.) Economic value of bicycle tourism. ECF Journal of the Europeanbicycle Route Network No.8 Autumn 2005 EUROPARC Federation (Ed.) European Charter for sustainable Tourism in Protected Areas < 235

236 EuroGites (European Federation of Farm and Village Tourism) (Ed.) Rural tourism < Euronatur - European Nature Heritage Fund (Ed.) 2007a. Dráva-Mura < Euronatur - European Nature Heritage Fund. (Ed.) 2007b. European Life Line Dráva- Mura < European Greenways Association (Ed.) (2000): European Greenways Good Practice Guide - Examples of actions undertaken in cities and the periphery. Madrid Espana; M < geparent=> Emsland Touristik GmbH (Ed.) Emsradweg < German National committee of the UNESCO Programme `Man and the Biosphere` (MaB) (Eds.) Full of Life. UNESCO Biosphere Reserves Model Regions for Sustainable Development. Springer Verlag. 172 p. ISBN Happy Bike Hungary (Ed.) The behavour of cycling tourists < IUCN (International Union for Conservation of Nature and Natural Resources) (Ed.) 2006: The Green Belt of Europe - From Vision to Reality. Gland, Switzerland and Cambridge, UK; ISBN-13: LBV (Landesbund für Vogelschutz Bayern) (Ed.) Die Vogelinsel < Lüttermerding, A FH-Erfurt, Transport and spatial planning institute. Mail from

237 Madjeric, Boris Pproject collaborator of the University of Applied Sciences Rapperswil - Department of Spatial Planning (Switzerland) and the tourism board of the community Pitomača (Croatia). Mail from Mill, R.C. & A.M. Morrison The Tourism System, fourth edition. 384 p., Kendall/ Hunt, Publishing Company, ISBN Nabu (Naturschutzbund Deutschland) (Ed.) Umweltbildung auf Walnau < Nabu (Naturschutzbund Deutschland) (Ed.) Kulturlandschaft statt Agrarsteppe < PAN Park (Protected Area Network) (Ed.) Explore and enjoy Europe s wilderness < Peace Park Foundation (Ed.) Facilitating Peace Parks < Schaefer, S Peak Oil < Schmidkonz, D Die Nachfrage nach ökologischem Agritourismus in Mittel- und Osteuropa, Diplomarbeit, Technische Universität München Schober Informatiom Group (Ed.) Schober Daten: Reise und Freizeit < Schneider-Jacoby, M. and Reeder, D European Lifeline Dráva-Mura Proposal for a transfrontier biosphere reserve. Text for the Euronatur Map Dráva-Mura 1:500,000, PIN Matra Programme, Tiskara Znanje d.d., Zagreb, Croatia. Schneider-Jacoby, M. (1996): Drau und Mur - Leben durch Flußdynamik. Naturerbe Verlag Jürgen Resch, Überlingen. Steirische Tourimus GmbH (Ed.) Fahrrad-Tourismus an der Mura < 237

238 Sustrans Ltd (Ed.) 1994: Making Ways for the Bicycle - A guide to construction of trafficfree < Sustrans Ltd (Ed.) 1997: The Nationalbicycle Network - Guidelines and Practical Details issue < Sustrans Ltd (Ed.) 2002: EuroVelo - the Europeanbicycle route network - Guidelines for Implementation ISBN UNEP (United Nations Environment Programme) (Ed.) (2007). Convention on Biological Diversity < UNEP (United Nations Environment Programme) (Ed.) (1998). Ecolabels in the Tourism Industry - A Practical Guide to Good Practice. ISBN UNWTO (World Tourism Organisation) (Ed.) Ecotourism < Watertour (Ed.) Water tourism and the river Dráva < WCPA World Commission on Protected Areas) (Ed.) Protected areas and world heritage programme <UNEP - wcmc.org/protected_areas/transboundary/index.html> Werbegemeinschaft Donau Oberösterreich (Ed.) Raderlebnis Donau ~ Moldau < WTO (World Tourism Organisation) (Ed.) 2004a: Rural Tourism in Europe: Experiences, Development and Perspectives. 240 p., Madrid, Spain, ISBN: WTO (World Tourism Organisation) (Ed.) 2004b. Sustainable Development of Tourism < WWF (World Wildlife Fund) (Ed.) 2006: Financing Natura Guidance Handbook 238

239 Commissioned by the European Commission DG Environment "Financing Natura Guidance and Workshops, Reference: ENV.B.2/SER/2005/0020, Official Journal reference: S ISBN WWF (World Wildlife Fund) (Ed.) Climate Change and Its Impacts on Tourism < 239

240 240

241 PICTURE CREDITS The following images and diagrams are not of the author: Fig. 1: IUCN (International Union for Conservation of Nature and Natural Resources) (Ed.) 2006: The Green Belt of Europe - From Vision to Reality, p. 6. Gland, Switzerland and Cambridge, UK; ISBN-13: Fig. 2: Madjeric, B Mail from Fig.3: Cyrill, M Mail from Fig. 6: Euronatur Title-page of Mura-Dráva-GIS Fig. 7-10: Dráva League 2007 Fig. 11: Euronatur 2007a in Fig : German National committee of the UNESCO Programme `Man and the Biosphere` (MaB) (Eds.) Full of Life. UNESCO Biosphere Reserves Model Regions for Sustainable Development, p. 13. Springer Verlag. 172 p. ISBN Fig. 14: Tourism Industry Association New Zealand (2001): New Zealand Tourism Strategy 2010, p: < Fig. 15: Schmidkonz, D Die Nachfrage nach ökologischem Agritourismus in Mittel- und Osteuropa, p. 18, Diplomarbeit, Technische Universität München Fig. 23: WTO (Ed.) 2004a: Rural Tourism in Europe: Experiences, Development and Perspectives, p p., Madrid, Spain, ISBN: Fig. 25: Fig. 27: &spid=2 Fig. 28: Fig. 29: Fig. 30: Fig. 32: IUCN (International Union for Conservation of Nature and Natural Resources) (Ed.) 2006: The Green Belt of Europe - From Vision to Reality, p Gland, Switzerland and Cambridge, UK; ISBN-13: Fig. 35: 241

242 Fig. 36: er/reportagebox/data/rieselfelder/huette_400q.jpg Fig. 37: Fig. 38: ssichtsturm.jpg Fig. 39: Fig. 40: Fig. 41: Fig. 42: map-source: Fig. 43: map-source: Fig. 44: Fig. 48: Fig. 49: PG.jpg Fig. 50: Fig. 51: Fig. 52: /Handbike_400h.jpg Fig. 53: Fig. 54: Fig. 55: Madjeric, Mail from Fig. 56: Madjeric, Mail from Fig. 57: Sustrans Ltd (Ed.) 2002: EuroVelo - the Europeanbicycle route network - Guidelines for Implementation, p. 3. ISBN Fig. 58: Fig. 61: Fig. 63: Fig. 79: Sustrans 1997 Fig. 80: Fig. 86: Fig. 87: 242

243 Fig.90: Sustrans Ltd (Ed.) 2002: EuroVelo - the Europeanbicycle route network - Guidelines for Implementation, p. 30. ISBN Fig. 92: Fig. 94: Fig. 95: Fig. 96: Fig. 97: Fig. 98: Fig. 99: Fig. 109: &stitle=ridge%20and%20furrow&page_number=35 Fig: 110: Fig: 111: &stitle=winged%20seat&page_number=28 Fig. 115: Fig. 119: Fig. 120: Fig. 121: Fig. 123: Fig. 127: John Grimshaw in Fig. 128: Fig. 129: Fig. 130: g/pics/titel_vogesen_zigeunerwagen.jpg Fig. 131: Fig. 132: Fig Fig. 134: 1.html). Fig. 135: Fig Fig. 140: Fig. 141: Fig. 142: 243

244 Fig. 144: Fig. 145: www4.verivox.de/i/biogas.jpg 244

245 APPENDICES APPENDIX I EU-FUNDING FOR TOURISM DEVELOPMENT ALONG MURA AND DRAVA IN NATURA 2000 SITES APPENDIX II DESCRIBTION OF IMPORTANT (ECO) LABELS FOR ACCOMODATION APPENDIX III (POTENTIAL) COOPERATION PARTNER AND EXTERNAL ADVISER ORGANISATIONS FOR TOURISM DEVELOPMENT IN THE MURA-DRAVA REGION 245

246 246

247 247

248 248

249 249

250 250

251 APPENDIX II DESCRIBTION OF IMPORTANT (ECO) LABELS FOR ACCOMODATION BASIC STANDARDS FOR ALL TYPES OF ACCOMMODATION (ECEAT) Basic legal conditions Basic quality standards Basic standards for rooms Basic standards for campsites Basic standards for accomodations serving meals Basic standards for self-catering accomodations Bett & Bike (ADFC) Accommodation Catering establishments Camp-sites Bed and breakfast Switzerland Minimum requirements for the classification of BnB SLEEPING IN THE HAY HAY HOTELS IN SWITZERLAND The European Ecolabel for tourist accommodation and camp sites Four advantages for tourist accommodation services Four advantages for tour operators Three advantages for guests Criteria quality brand of the European Centre for Eco Agro Tourism (ECEAT) Criteria THE GREENKEY for hotels, youth hostels, campsites, holidayhouses and restaurants General criteria Criteria for campsites ECOCAMPING Introduction Activities Projects Participation Ecolabels of Voluntary Initiatives for Sustainability in Tourism (VISIT)

252 BASIC STANDARDS FOR ALL TYPES OF ACCOMMODATION (ECEAT) Information from The basic standard of the brand of the European Centre for Eco Agro Tourism (ECEAT) is recognised all over the world by both, responsible tourist service providers and travellers for its quality. There are more than 1300 ECEAT farms, B&B s and hotels all over Europe. If an accommodation wish to join and benefit from the ECEAT quality brand, simply get to know the level of sustainability of your accommodation or looking for more guests just do the free preliminary ECEAT quality test for accommodation. If an accommodation succeed, it can get the "ECEAT QUALITY LABEL", promoted all over the world in printed guidebooks with thousands ECEAT certified accommodations and on the hompepage. The ECEAT quality brand (see chapter-----) is an additional quality to usual measures, stressing the environmental, socio-cultural and economic sustainability of the accommodation and its services provided. Basic legal conditions The accommodation holder has to operate according to national laws in the following points: guests registration in case of legal obligation act according to law of fire prevention or safety (smoke detectors, fire extinguishers), safety in building/construction and food safety and hygiene safe drinking water ECEAT national certifying authority certifies only legal businesses = registered at thetax Authority in the country accommodation holder provides safety measures against spread of animal diseases through tourists 252

253 Basic quality standards GOOD ACCESSIBILITY The accomodation must be reachable by road map with additional information supplied by the accommodation HOSPITALITY The owner/provider is hospitable and friendly with his/her guests and is able to create a pleasant atmosphere the owner/provider must not show any prejudices againts the guest's religion, colour or sexual orientation accommodation holder takes action in case guests are notifying that they are bothered by other guests or by intrusive sources of pollution and noise. the accommodation holder is not hosting more guests than he/she can handle accommodation holder takes care that the accommodation and its inmediate surroundings are kept clean RELEVANT INFORMATION FOR THE GUESTS SUPPLIED The following Information for the guest should be placed in a clearly visible place: all prices clearly indicated in the local currency and in Euros list of extra services and activities offered the house rules information about the surroundings, including a map public transport in the region list of emergency phone numbers (medical centre, police, fire station) the ECEAT basic comfort quality certificate copy of the ECEAT basic criteria (available for the quests on request) PROVISION OF SAFETY a first aid kit must be easily reachable for the guests accommodation holder informs the guests about possible dangers in the house and surroundings, especially for children (dogs, holes, ditches,etc) accommodation holder takes measures to avoid attacks by his animals accommodation holder provides appropriate safety measures for properties of guests (f.e room locks, safe parking place for cars/bicycles, etc.) 253

254 BASIC STANDARDS PER TYPE OF ACCOMMODATION Basic standards for rooms ROOM rooms must be dry, not mould, contain fresh air, with day light room must be heatable if needed rooms have lights (if no electric light it should be communicated to the guests) LIVING ROOM no permanent beds are placed in a living room a table and chairs and seats according to the number of beds BEDROOM good beds, sheets, blankets and pillows minimum dimension 190 x 80 (single) and 190 x 140 (double) 20 cm above the floor level mattress must be of one piece, flat and solid folding beds, sofas, etc. must not serve as permanent beds extra blankets available in case of cold weather in case a room is smaller than the following dimensions it should be communicated to the guests: 5 m² per bed, height 2,20 m 7 m² per double bed, height 2,20 m 7 m² per bunk bed, height 2,20 m bedlight available a wardrobe or shelves and a place for hanging clothes, including coat hangers the bedroom must have curtains or blinds changing of linings after every new guest there are no passageways between bedrooms Basic standards for campsites SUITABLE TERRAIN places for tents should be flat and without stones no domestic animals or farm animals are permitted in the campsites (if permitted, it must be clearly stated and measures have to be taken to avoid possible dangers) place for emptying waste and waste water is clearly designated 254

255 if the space available is less than minimum it should be clearly communicated to the guests (minimum space for a family tent, caravan or trailer is 50 m², for a small tent 25 m²) ACCEPTABLE SANITARY CONDITIONS the use of the sanitary facilities do not disturb other guests the sanitary facilities are within easy reach 24 hours showers and toilets are closable Basic standards for accomodations serving meals AGREABLE DINING ROOM a suitable dining room must be available before, during and after meals. A club/living room can be used for this purpose special attention is paid to cleanness (tables, table clothes etc.) GOOD QUALITY CATERING meals are of good quality, enough quantity and contain fresh products if available, local (farm)produce is used Basic standards for self-catering accomodations PROVISION OF EQUIPMENT a set of cutlery (a knife, a spoon, a fork, a tea spoon), a plate (soup-plate, a regular plate), a glass and a cup per guest a cool food storage, stove, water kettle or electric water cooker, a sink with cold water, pots with lids, a frying pan, a bowl, a sharp cutting knife, a ladle, a bottle opener, a cutting board, a strainer, a brush, dish clothe, a bin for waste appropriate equipment for cleaning is provided an earthed power-point available (if no electricity, it should be communicated to the guests) 255

256 BETT & BIKE (ADFC) This label offers all kinds of overnight accommodation, from a camp site to a 5-star hotel. If a tourist facility is to comply with the wishes of cyclists it should fulfil the following requirements: Accommodation MINIMUM REQUIREMENTS: 1) cyclists may stay for one night only if they wish. 2) lockable room for storage of cycles overnight (at floor level if possible, e.g. garage). 3) drying facilities for clothing and equipment (e.g. laundry, cellar or drying room). 4) provision of a cyclists' breakfast: muesli, fruits and wholemeal products. 5) display or provision of cycle touring maps of the region, also bus and train timetables. 6) set of repair equipment with the most important tools. 7) details of location, opening times and telephone number of the nearest cycle repair shop for major repairs FURTHER RECOMMENDATIONS: 1) when guests book in advance, information should be provided on environment-friendly access by bus or train. 2) transportation of guests if they need it 3) own stock of good-quality cycles for hire, or details of a local cycle-hire company (terms, telephone number). 4) provision of maps and descriptions of lokal and regional cycling routes 5) transport service of luggage from the last or to the next accommodation 6) reservation service for the next night in a bicycle friendly accommodation 7) important spare parts, if necessary by arrangement with the nearest repair shop. 8) list of other cycle-friendly establishments in the region. 9) lunch pack to take away. 10) guest book containing experiences of cycle-tourists in the region. 256

257 Catering establishments Cafes and restaurants situated on cycle routes generally profit from their cycle-borne guests' greater need for supplies. As they can only carry a small amount of luggage, cyclists cannot live for weeks on the contents of their car boots like motorists, but have to buy fresh supplies each day. And besides, the cyclists' predilection for frequent stops often prompts them to interrupt their tour to have lunch and shop. MINIMUM REQUIREMENTS: good-quality cycle park, covered if possible, within view of a supervisor, or lockable room for cycles and luggage. a choice of drinks suitable for cyclists, e.g. the "cyclists' special" (½ litre of fruit juice with mineral water), fruit teas or herb teas. (Price should be less than a glass of beer!) at least one hot meal during opening hours display or provision of cycle-touring maps of the region, also bus and train timetables. set of repair equipment with the most important tools. details of location, opening times and telephone number of the nearest cycle repair shop for major repairs FURTHER RECOMMENDATIONS: at least one wholefood dish and one vegetarian dish. provison of regional dishes open during the whole day drying facilities for clothing and equipment (e.g. laundry, cellar or drying room.) important spare parts, if necessary by arrangement with the nearest repair shop. information on cycle-friendly accommodation in the region. lunch pack to take away guest book containing experiences of cycle-tourists in the region. Camp-sites MINIMUM REQUIREMENTS: Separated area for cyclists and other not-motorized guests. Lawn -surface, flat and horizontal if possible. Cycle-shed or cycle-stand within view of the tent. 257

258 Drying facilities for clothing and equipment (e.g. laundry, cellar or drying room.) No charge for the bicycle. Display or provision of cycle touring maps of the region, also bus and train timetables. Set of repair equipment with the most important tools. Address, opening times and telephone number of the nearest cycle repair shop for major repairs FURTHER RECOMMENDATIONS: Lockable room for cycles and luggage. Sitting-area with tables and shed if possible. Cooking facilities. Shopping facilities Lit passages to the tent-area. Supply of important spare parts, if necessary by arrangement with the nearest repair shop. Information on cycle-friendly camp-sites in the region. Renting of tents, caravans or log cabins. Own stock of good-quality cycles for hire. Provision of maps and descriptions of local and regional cycling routes. BED AND BREAKFAST SWITZERLAND Information from Minimum requirements for the classification of BnB The following minimum requirements must be met to allow for the rating of an accommodation (for all categories): BnB are accommodations offering a maximum of 24 guest beds. The number of beds per room is limited to four. Breakfast must be included in the price. Bed linen and towels are provided and the bed is made up before the guest's arrival. For long stays, bed linen and towels are changed at least once a week. The room is cleaned at least once a week, and before each arrival of new guests. 258

259 A price list is available in each room. Documentation about the town and region, as well as excursion possibilities are made available to guests. SLEEPING IN THE HAY - HAY-HOTELS IN SWITZERLAND Information from The offer needs to take place on a farm The sleeping place has to be bedded on straw Breakfast needs to be offered There needsto be an opportunity to use toilets and running hot water Furthermore, of consideration are also cleanliness and hygene and rules for accident as well as fire prevention. 14 THE EUROPEAN ECOLABEL FOR TOURIST ACCOMMODATION AND CAMP SITES Information from The European Ecolabel signals environmental good performance as it is an added quality value when consumers are choosing a resort. Enterprises bearing the Flower Logo have officially been distinguished as being amongst the most environmentally friendly in their area. The Regulation defines, that the product group tourist accommodation service shall comprise the provision (for a fee) of sheltered overnight accommodation in appropriately equipped rooms, including at least a bed, offered as a main service to tourists, travellers and lodgers. The provision of overnight accommodation may include the provision of food services, fitness activities and/or green areas. 259

260 Four advantages for tourist accommodation services SHOW YOUR HIGH QUALITY AND ENVIRONMENTAL PERFORMANCE The European Ecolabel is the best way to tell your guests about your efforts regarding environmental measures and quality improvements. The European Ecolabel is an official trademark with a high reputation based on strong and reliable criteria. The European Ecolabel is a guarantee for high environmental performance. ECO-EFFICIENCY FOR COST-ADVANTAGES Most of the environmental measures require some time and effort but on the other hand they offer added value. They help to discover ecological and economic weaknesses in your enterprise and in some cases innovations will take place. Reducing the consumption of natural resources like energy and water helps reducing your costs. SENSE OF WELL-BEING Environmental commitment stands for healthy lodgings, healthy nutrition and a healthy environment for the guests and the employees. Environmentally friendly tourist accommodation use natural building materials, have non-smoking areas and avoid the use of hazardous chemicals. Linen is washed with more environmentally friendly detergents. Meet the expectations of your guests Your commitment meets the expectations of your guests. They will recognize your high environmental performance as a plus quality. The European Eco- label helps to express this message. It is an advertising plus. It improves the holiday experience effect for your guests and supports your communication line. Most of the guests want accommodation with positive effects on their health and many of them like accommodation in harmony with nature. 260

261 The German Traveller Analysis 2002 showed that 41.8 % of tourists like environmentally friendly accommodation, 45.8 % want effective environmental protection at their destination and 59.1 % dislike outdoor waste pollution. Almost 50 % of the guests surveyed said that the environmental situation is very important, in particular for guests coming from Germany, Austria, Great Britain and France (Dietmar Kepplinger: Gibt es den "Gruenen Gast"?, WU-Wien, Institut für Tourismus und Freizeitwirtschaft, Juni 1999). REINFORCE YOUR MARKETING TOOLS As an ecolabelled accommodation service you are entitled to use a number of marketing tools: The use of the official logo, i.e. you can use it as a fixed element in your advertising brochures and leaflets. Marketing guide: successful marketing requires professional work. It contains written texts, hints and tips and checklists. Furthermore the efforts of the marketing team focus on media-events, tourist events, advertising and PR-measures etc. This will also help you to improve your image. The use of the EU Ecolabel distinguishes your enterprise on the market at European level, as it is a trademark officially recognised throughout Europe. Four advantages for tour operators A SIGN FOR THE ENVIRONMENT Environmental commitment stands for healthy lodgings, healthy nutrition and a healthy environment for the guests and the employees. Environmentally friendly tourist accommodation use natural building materials, have non-smoking areas and avoid the use of hazardous chemicals. SHOW YOUR HIGH QUALITY AND ENVIRONMENTAL PERFORMANCE The European Ecolabel is the best way to tell your guests about your efforts regarding environmental measures and quality improvements. It is an official trademark with a high reputation based on strong and reliable criteria. The European Ecolabel is a guarantee for high environmental performance. 261

262 WHAT DO YOUR GUESTS EXPECT? Your commitment meets the expectations of your guests. They will recognize your high environmental performance as a "plus quality". The European Ecolabel helps to express this message. It is an advertising plus. COMPETITIVE ADVANTAGE Tour operators offering accommodations certified with the Ecolabel have jumped on the train: According to many surveys on tourism more and more guests demand environmentally friendly tourist accommodations. By offering accommodations with the EU-Ecolabel you have the chance to enter an important market! Three advantages for guests RESPONSIBLE TREATMENT OF THE ENVIRONMENT Facilities labelled with the EU Ecolabel do not only offer you an exquisitely layed out table, but also seasonal products by regional suppliers. The rooms are squeaky clean due to eco-friendly cleansing and washing agents. Table cloths and laundry are being cleaned without chemical substances for your relish. INCORRUPTIBLE WHEN IT COMES TO INVESTIGATION The examination of a tourist accommodation service on its ecological benefits is performed by independent testers. This fact guarantees the EU Ecolabel s homogenous high standard Europe- wide. FROM LUXURY HIDEOUT TO GOURMET TEMPLE Nameless tourist accommodation services across Europe, starting with farms up to mundane city hotels, decided to give their guests the highest standard possible concerning the quality of their environment. Those accommodation services do not miss the words ecological management in their vocabulary. Criteria The criteria are divided into two main sections, the mandatory criteria and the optional criteria. All the criteria in the mandatory section must be fulfilled, if applicable. If it is not possible to fulfil a mandatory criterion, the applicant shall explain why this is the case. 262

263 The criteria in the optional section need to be fulfilled according to the requirements set out in the scoring system: Whereas the 37 mandatory criteria briefly listed above must be fulfilled if applicable, another set of 47 optional criteria have been defined with a points system. The optional criteria to be complied with must correspond to a total of at least 16.5 points out of a possible 77 points. One extra point must be achieved for each additional facility offered, i.e. food services, fitness activities, green areas. This fact sheet is for general information only. For more detailed information on the criteria as well as information on who to contact in your country in order to apply for the label consult the web sites < < < and < 263

264 QUALITY BRAND OF THE EUROPEAN CENTRE FOR ECO AGRO TOURISM (ECEAT) The quality brand of the European Centre for Eco Agro Tourism (ECEAT) is an additional quality to the basic brand (see above) stressing the environmental, socio-cultural and economic sustainability of the accommodation and its services provided. Without reaching the basic quality standards, the ECEAT certificate for sustainable quality must not be granted. Briefly, accommodations should (after provide relevant "eco" information to its guests support of environmental friendly agriculture use water and energy in an efficient and conscious/ responsible way follow the green building policy reduce production of waste support soft mobility contribute to nature protection contribute to sustain cultural heritage contribute to support the local economy improve the environmental performance Criteria GENEREL Offer environmental information services to guests The current eco status of particular accommodation is stated on the special certificate. The certificate is to be found at every ECEAT certified accommodation The certificate is issued by the national certification authority (specified on the certificate); guest can contact the national certifying authority for information The certificate is terminated (e.g. 12 months) - the guest can check the date of validity on the certificate Provision guests with appropriate information about e.g. local nature, organic farming and local culture leading to understanding and respect and offer it actively (e.g. by a leaflets, guideboooks, guided trips etc.); 264

265 Information points on what tourist behaviour is unsustainable (e.g., through picking of plants; manufacturing or purchasing of souvenirs manufactured from wildlife, in particular such endangered species as corals, turtles, shells; or through unregulated hunting, shooting and fishing) The accommodation owner provides the guest by the appropriate detailed Evaluation Documentation if requested. AGRICULTURE IN FOCUS 2. Support of environmental friendly agriculture Use pesticides on a garden, fields, green house only in extraordinary cases If locally available, organic food products are offered to tourists Appropriate attention is paid to the natural behaviors of the animals in the accomodation No use of artificial fertilizers (some exceptions permitted during the transformation period towards organic production) NATURAL RESOURCES IN FOCUS Use of water and energy in an efficient and conscious/responsible way Depending on local circumstances the owner organises the water and energy saving and use of renewable energy as much as possible Changing of towels is organised on request basis (if applicable) No leakage of water in the accommodation Info on efficient and responsible use of energy and resources is available Green building policy Willingness to implement the sustainable building or maintenance technique Reduction of waste Acting according to waste disposal law Possibility of selection of a solid waste is provided to guests, fractions in line with local conditions Waste water treatment according to the national law 265

266 Soft mobility A public and ecological transport is actively promoted (at least timetables on noticeboard, nearest bike rental etc. If excursions/sport activities are provided by the accommodation, they are primarily ecological (bike trails, hiking, horse riding, canoing etc.) NATURE IN FOCUS The accommodation does not promote/offer activities or activities of your guests cause disturbance of wild species, disrupting normal behaviour (by a noice, visits etc.) The accommodation does not offer/promote harming local flora and fauna by unsustainable consumption The farm/garden/campsite is run in an environmental friendly way, with respect to local fauna and flora. LOCAL CULTURE IN FOCUS Active contribution to sustain cultural heritage. Traditional building techniques are respected in case of new contructions or renovations Active contribution to local economy Willingness to buy at local shops or co-operate with local providers/services If food, farming products, souveniers etc. are offered in the accommodation, they are primarily produced locally THE FUTURE IN FOCUS 10. Improvement of environmental performance and be open for new insights and developments The ECEAT certification system encourages accommodation to grow up gradually through the growing criteria1. 266

267 LABEL FOR RURAL ACCOMODATION OF THE EUROPEAN FEDERATION OF FARM AND VILLAGE TOURISM The European Federation of Farm and Village Tourism (EuroGites) defined for "Rural accommodation" the following criteria (after Criteria Situated in the countryside, in a village, or in a small town Rural surrounding, with evident characteristic of traditional farming, agriculture, or high nature values Tourism is not the main or dominant activity or source of income in the closer area Good conservation of environment, quiet and "peaceful" setting, no noise or pollution Authenticity of the accommodation and ambience Hospitality Personal attention by the host Small-scale capacity of the accommodation unit Cumpliance of statutory and assessment criteria Social and environmental sustainability in the context of a multi-functional activity in the countryside Connection with the local community and traditional culture Local products and gastronomy Culture (folklore, crafts, traditions, heritage,... ) Interpretative orientations < 5000 inhabitants in the village/town, or in very typical/traditional quarters high nature values = Nature Park or similar. "Traditional farming" excludes predominance of industrial farming (landscape dominated by greenhouses etc) Relation "tourist beds / inhabitants" should not exceed = 1 / 1 Smell and noise resulting from traditional farming are acceptable upper limit, around 40 bedplaces (cumpliance of the EuroGites Quality Assessment Standards) (apply criteria of the Agenda 21 for Tourism once it is defined) Minimum integration of the activity into the surrounding community, guests have possibility to get in contact with the local reality if they want to be available in the surrounding to be available in the surrounding 267

268 Excluding criteria are: urban or industrial setting or surrounding mass- or highly developed - tourism areas noise, risk/danger, visual and other pollution rural-typical impacts are accepted THE GreenKey FOR HOTELS, YOUTH HOSTELS, CAMPSITES, HOLIDAYHOUSES AND RESTAURANTS Information from The Green Key is an international eco-label for tourism products like hotels, camping sites, hostels, summer houses, restaurants, leisure facilities, and conference facilities. Not all criteria are available in all countries. It is an ongoing work to develop criteria for the international campaign. The comprehensive demands put on the labelled businesses comprise demands on environmental management, on technical measures, and on communication. The Green Key has been adopted as the fifth FEE campaign. FEE is Foundation for Environmental Education and runs campaigns in 37 countries. The Green Key has been made available to all 37 countries in the FEE network. At this point, the Green Key is established in six countries and a number of other countries are preparing to run the campaign. See upcoming countries for details on the national situations. Each business awarded the Green Key fulfils a long list of criteria on technical issues, management, and communication. Investigations has shown that Green Key businesses compared to non-green Key businesses use 20 pct. less electricity, 25 pct. less energy for heating, and 27 pct. less water per guest. Besides pure environmental demands, the criteria inclide demands on policy and actionplans. Most eco-labels on tourism products consist - like the Green Key - in criteria on management and technical issues. In comparison, most eco-labels also ensure approximately the same level of environmental content. The Green key is unique in the sense that it focuses on environmental education. The criteria make demands on staff, guests and suppliers in envovlement in the international work. 268

269 The Green Key is international and supported by consumer groups, NGO s, authorities, and the business associations. No other eco-label including the EU Flower and the Nordic Swan is recognised so wide. The criteria cover three main areas: environmental management, communication and training, and technical criteria. The criteria that focus on environmental management ensure meaningful activities related to the single establishment through an environmental policy, specific goals, and action plans. The aim of the communication and training criteria is involve of staff, guests, and suppliers in the environmental work. The technical criteria ensure that each facility fulfils a large number of specific technical requirements on efficiency in energy and water consumption, waste separation, use of chemicals and many other things. General criteria Each country develops national criteria consisting of all the international baseline criteria plus twenty percent national additions. National legislation, infrastructure, policies, and climate is take into account when developing national additions. The national additions criteria ensures a national Green Key criteria set, which is adjusted to national and cultural characteristics. You can find more information about national Green Key criteria sets on national Green Key website or by contacting the national operator. The international Green Key baseline criteria for campsites is described in the next chapter, the criterias for hotels can be download from < CITERIA FOR CAMPSITES The general criteria of this ecolabel are discribed below. For campsites are the following criteria binding: I. ENVIRONMENTAL MANAGEMENT I.1 Management must appoint an environmental manager. I.2 The business must have an environmental policy. I.3 Objectives and an action plan for constant improvement must be formulated. I.4 The business must establish and maintain a binder containing relevant documentation concerning The Green Key. I.5 The business must comply with the environmental legislation of the respective country. I.6 The operator must ensure a yearly procedure of verification/control. I.7 The firm must not be placed on a perimeter that is recognised to be polluted by the national authorities and that present a major risk for health and security of the guests. 269

270 II. STAFF INVOLVEMENT II.1 Management must have a meeting with the staff, where they are briefed on issues concerning existing and new environmental initiatives. II.2 The environmental manager must participate in meetings with management with the purpose of presenting the environmental developments of the business. II.3 The environmental manager and other staff members working with environmental tasks must participate in a training course concerning environmental issues. The Green Key operator provides basic training. II.4 The environmental manager must ensure that the employees have knowledge about the environmental assignments and issues concerning the business. III. GUEST INFORMATION III.1 The business must display clearly that it has been awarded The Green Key. III.2 The business must keep the guests informed about the environmental issues of the business and indicate how the guests can participate. III.3 Information material about The Green Key must be visible and accessible to the guests. III.4 Front staff must be able to give an account of the present environmental activities of the business. III.5 The business should be able to inform guests about public transportation. III.6 There are visible signs for guests and staff concerning energy saving (lights, heat, etc.) IV. WATER IV.1 The total water consumption must be registered at least once a month, when the site is open. Registrations of water consumptions are kept and compared from year to year. IV.2 Newly purchased toilets are not allowed to flush more than 6 litres per flush. IV.3 Dripping taps and leaky toilets are not allowed. IV.4 Water flow from showers must not exceed more than 9 litres per minute. When awarded the Green Key this counts for 20 pct. of the showers newly purchased showers must comply with this criterion. IV.5 Water flow from taps must not exceed more than 8 litres per minute. When awarded the Green Key this counts for 20 pct. of the taps newly purchased taps must comply with this criterion. IV.6 Urinals are not allowed to use more flushing water than necessary. IV.7 All waste water must be treated. Where treatment of wastewater is regulated through national or local regulation, treatment must comply with this regulation. IV.8 Swimming pools must be kept according to the national health legislation (renewing of water, sanitary treatment, etc.) 270

271 V. WASHING AND CLEANING V.1. Newly purchased chemical cleaning products and products for washing are not allowed to contain agents that are listed in The Green Key s Requirements related to cleaning and washing articles in Green Key businesses. V.2. Disinfectants must be used only where necessary in order to comply with legal hygiene requirements. VI. WASTE VI.1 The business must separate waste into the categories that can be handled separately by the local or national waste management facilities. At least three different fractions must be separated. VI.2 If the local waste management authorities do not collect waste at or near the business, the business must ensure transportation of its waste to the nearest appropriate site for waste treatment. VI.3 Instructions on how to separate and handle waste must be easily available to the staff. VI.4 Disposable cups, plates, and cutlery must only be used in the pool areas, at certain musicarrangements and in connection with diner transportable. VI.5 The campsite must appear clean. A sufficient number of waste containers must be present VII. ENERGY VII.1 Energy use must be registered at least once a month when the site is open. Registrations of energy consumption are kept and compared from year to year. VII.2 Heating and air-conditioning control systems must be implemented when cabins are not let or when rooms are not in use. VII.3 The surfaces of the heat / cooling exchanger of the ventilation plant must be cleaned. VII.4 Newly purchased dishwashers and washing machines must have an economic programme. VII.5 New buildings and larger changes of existing buildings must be made with the greatest possible concern for its environmental performance. VII.6 At least 20% of the light bulbs are Class-A. The hotel should replace other light bulbs at a maximum rate wherever it is technically possible. Reasons for not having energy efficient light bulbs must be clearly explained. VII.7 The business must show efforts concerning savings of water or energy in relation to every unit that has a higher level of water or energy consumption, i.e. swimming pool and spa, etc. 271

272 VIII. FOOD AND BEVERAGE VIII.1 The business must register its purchase of labelled (locally produced, organic or whatever feasible in each country) foods. After 12 months, the percentage of labelled products must be at least 5 of all foods measured in money. VIII.2 The share of labelled foods must be maintained or increase each year. If not, the reasons must be communicated to The Green Key national operator. IX. INDOOR ENVIRONMENT IX.1 The business must respect legislation regarding polluting elements at the premises of the business. IX.2 A non-smoking section must be available in the centre. X. PARKS AND PARKING AREAS X.1 Chemical pesticides and fertilizers can be used no more than once a year, but only if there is no organic or natural equivalent. X.2 Car traffic is not allowed during the night. X.3 Flowers and gardens must be watered before high sun or after sunset. X.4 The density is less than 60 families per hectare. Open spaces should present not less than 10 pct. of the entire area. XI. GREEN ACTIVITIES XI.1 Information material about nearby parks, landscape and nature conservation measures must be easily available to the guest. XI.2 The business must give information about the nearest place to rent or borrow bicycles. XII. ADMINISTRATION XII.1 All staff areas must fulfil the same criteria as guest areas. XII.2 Newly purchased computers and copying machines must have a stand-by function. XII.4 Hairdresser saloon, spa facilities, or the like, which are on the premises of the business, must be informed about environmental management of the business. 272

273 ECOCAMPING Information from The most important aim is the improvement of environment protection, nature conservation, safety, quality and qualification of the entrepreneurs and their staff, as well as an image improvement in politics and Civil Service. Ultimately, ECOCAMPING aims to support the whole business towards sustainability and success. Introduction The association has been active since 2002; before, ECOCAMPING was a project of the international Lake Constance Foundation, which started the project in ECOCAMPING is a registered association, whose members are mostly camping associations and environmental organisations. The state associations of camping site entrepreneurs in Bavaria, Lower Saxony, Brandenburg and Baden-Wuerttemberg are founding members, also the Lake Constance Foundation and the ecotourism network ECOTRANS. Activities There have been ECOCAMPING projects at Lake Constance, in Baden-Wuerttemberg, Bavaria, Lower Saxony, Schleswig-Holstein, Mecklenburg-Western Pomerania, Brandenburg and North Rhine-Westphalia. Currently, 153 camping businesses are awarded with ECOCAMPING ENVIRONMENTAL MANAGEMENT. Moreover, 12 campsites in South Tyrol in Italy, 21 campsites in Rhineland-Palatinate and Saarland in Germany and individual businesses from other regions are introducing the system. In total about 200 camping businesses are working in cooperation with ECOCAMPING. ECOCAMPING is also responsible for the EU-Ecolabel for camping sites in Germany (marketing, training and audits) and develops sustainable tourism concepts and provides counselling for business start-ups. Projects A project usually concentrates on a particular region, e.g. Bavaria or Lake Constance. Aim of the project is the introduction of environmental and quality management on camping sites. The participants are camping sites of the respective region, who together attend six workshops on environmental management, waste, energy, water/ cleaning, site design and safety. Each camping site receives at least two individual on-site counsellings. 273

274 Workshops and counsellings ensure that each camping site can introduce an appropriate environmental management. The project is concluded by the awarding of the camping sites, who have introduced a working management system. These businesses then become member of the ECOCAMPING network, to which they contribute in a small financial amount on an annual basis. Certified camping sites are promoted by ECOCAMPING e.v. through brochures, on the internet, or on fairs. At least every three years another counselling by an ECOCAMPING consultant is done on site. Participation In principle, every camping site can participate. A successful participation does not depend on size, number of permanent or tourist guests, type of business or previous activities in environmental and quality management. ECOCAMPING does not require costly investments, but rather responds flexibly to the possibilities of the entrepreneur and the business. The consultants provide suggestions, for which the camping sites themselves decide whether, when and how the measures are implemented. The participation is possible within a regional group of businesses or on an individual basis. ECOLABELS OF VOLUNTARY INITIATIVES FOR SUSTAINABILITY IN TOURISM (VISIT) Information from LUXEMBOURG ECOLABEL The diversity of the landscape and culture of the Grand Duchy of Luxembourg, with the attractions of its towns, its national parks and its forests, is reflected in the excellent accommodation offered here. Since 1999, visitors can choose from a range of particularly environmentallyfriendly hotels, youth hostels, private accommodation, holiday apartments, gîtes and campsites by the Upper Sûre Reservoir, in the Our Valley or in the city of Luxembourg. In addition to a high environmental standard, the 21 establishments offer excellent local produce and high-quality service ( SWISS ECOLABEL The Ibex-label allows Swiss hotels and restaurants to show their engagement for all sustainability responsibilities: environment, staff and the entire society as well as economic results. 274

275 A hotel is distinguished with up to 5 ibexes. Fifteen hotels in six Swiss cantons have been awarded 3, 4 or 5 ibexes to date. These hotels encompass both traditional 3* to 5* hotels as well as hotels which are strongly oriented towards ecological issues. All of them - according to the labelled level - care both for the guest s well-being as well as for nature and society ( DUTCH ECOLABEL In the Netherlands the Milieubarometer shows visitors what level of environmental quality is offered by the tourism business, with its wide range of leisure facilities for families, youth groups and other visitors. Since 1998, three different categories of the Milieubarometer can be reached. Bronze is good, Silver is even better and Gold fulfils even the high standards of the State eco-label Milieukeur. Visitors can enjoy their holiday at these sites with a clear conscience ( UK ECOLABEL The Green Tourism Business Scheme is the UK s tourism eco-label. The scheme was developed in 1998 by VisitScotland (The Scottish National Tourist Board). It has over 450 businesses in Scotland ranging from croft houses and distillery visitor attractions in the Scottish Islands, to the Edinburgh International Conference Centre, major sporting estates and hotels as well as family run self-catering cottages, youth hostels, visitor attractions and bed and breakfasts. All businesses must meet a relevant quality standard (star rating). The scheme is being adopted in England with 100 members in key destinations in Devon, the East of England, Blackpool and the North West. There are 3 levels of awards, Bronze for good practice, Silver for best practice and Gold for overall excellence in environment and sustainable practices ( FRENCH & DANISH ECOLABEL (described above) Since 1994, The Green Key has been awarded to hotels, youth hostels, holiday cottages and camping sites. Whether you want to go on a seaside and island holiday with family or friends, stay in a comfortable guesthouse in Kalundborg with a youth group, or in a luxury hotel in Copenhagen, over 100 establishments offer excellent environmental quality, which visitors will notice as soon as they arrive. Since 2001, Green Key has been awarded to establishments in Estonia, Greenland and Sweden ( 275

276 ITALIAN ECOLABEL Since 1997, when the certification system recommended eco-friendly hotels was first launched in the bathing resort of Riccione, Legambiente Turismo s scheme has been steadily growing. In 2004, 192 hotels and 46 other accommodation businesses (totalling over beds), 42 bathing establishments and 20 camping sites along the coasts, mountains and citiesof-art in Italy were awarded Legambiente Turismo s eco-label with the wellknown Green Swan logo. Its criteria include a better use of water and energy resources, reduced waste production, good local cuisine and breakfast choice of organic ingredients, tips to help visitors become acquainted with the local culture and natural environment, and cycle hire ( LATVIAN ECOLABEL There are 53 accommodation businesses in the Latvian countryside. Pristine lakes and rivers flowery meadows forest grown hills and sandy beaches make up the beautiful variety of landscapes in Latvia. The natural bounty can be enjoyed best in the countryside where attractions of nature combine with the hospitality of rural homes creating a visitor friendly environment. Since 1999 the green certificate has awarded rural tourism establishments in Latvia such as country homes vacation cottages guesthouses and camping sites combining environmental quality with a high standard of services ( 276

277 APPENDIX III (POTENTIAL) COOPERATION PARTNER AND EXTERNAL ADVISER ORGANISATIONS FOR TOURISM DEVELOPMENT IN THE MURA-DRAVA REGION (POTENTIAL) COOPERATION PARTNER Croatian Drava League and Slovenian Mura League Ecological society Green Osijek The Interdrava Foundation Danube - Drava - Sava Euroregional Cooperation Working community of the Danube Regions European Nature Heritage Fund - Euronatur SPECIFIC ACTIVITIES IN THE MUR-DRAU-REGION World Wildlife Fund (WWF) SPECIFIC ACTIVITIES IN THE MUR-DRAU-REGION European Rivers Network (ERN) INTERESTING PROJECTS FOR THE MURA-DRAVA-REGION German Organization for Technical Cooperation (GTZ) THE GTZ AND THE DANUBE PROJECT Further local organisations EXTERNAL ADVISER ORGANISATIONS Regional Environmental Center for Central and Eastern Europe (REC) CAPACITY BUILDING PROGRAMME ENVIRONMENTAL POLICY DEPARTMENT INFORMATION PROGRAMME NGO SUPPORT PROGRAMME PUBLIC PARTICIPATION PROGRAMME ENVIRONMENTAL LAW PROGRAMME Central European Initiative (CEI) The International Ecotourism Society ECOTOURISM EXPERTS BUREAU CONSULTING SERVICES DISTANCE LEARNING (ON-LINE) COURSES European Federation of Farm and Village Tourism (EuroGites) COOPERATION PARTNER ALONG MURA AND DRAVA:

278 European Centre for Eco Agro Tourism (ECEAT) NETWORK INTERNATIONAL OFFICE PROJECTS AND EXPERTISE MAIN ACTIVITIES MATCHING WITH TOUR OPERATORS ECO-TOURISM REGIONAL DEVELOPMENT TRAINING AND EDUCATION QUALITY STANDARDS ENVIRONMENTAL CERTIFICATION Ecological Tourism in Europe (E.T.E.) CURRENT PROJECTS, WHICH CAN BE INTERESTING FOR THE REGION FORMER PROJECTS ENVIRONMENTALLY ORIENTATED TOURISM OFFERS (POTENTIAL) COOPERATION PARTNER This Appendix present some important organisations, which can be very helpfull for the process of developing sustainable tourism in the Mur-Drau-Region. At present there is less common policy or real co-operation between the Drava countries, although at a national level, Austria, Slovenia, Croatia, Hungary (and including Serbia as contiguous with the Drava corridor) all plan to protect, conserve and restore their own riverine ecosystems. EU Accession and the necessity of complying with the terms of the Water Framework Directive militate towards international river-basin co-operation and harmonisation of environmental management. With such a complex geopolitical situation, a central co-ordinating office would seem to be an obvious and progressive step. The optimum situation would obviously be a unit with representatives from each of the Drava countries working together: to this aim so far a pilot co-ordination office in Koprivnica was established, working mainly with the Croatian Drava League. 278

279 Croatian Drava League and Slovenian Mura League Croatian Drava League and Slovenian Mura League are co-operating on a programme of education and suatainable development in the region. Some of the main activities to be carried out are: make a mailing list of all Slovene and Croatian partners and communities, and have information also in the English language establish a Green Telephone network on the Slovene side establish good relations with hunters and fishermen s NGOs around Ormoz lake, with the municipality and all interested NGOs or people who want to protect this area propose alternative power sources (eg biogas) to the hydroelectric power stations make the declaration of cross-border NGO co-operation make a sustainable tourism plan for the rivers Drava and Mura and a plan for educating people about its potential benefits The Drava News is an information network of the Drava Legue for people and organisations along the River Drava ( Ecological society Green Osijek Ecological society «Green Osijek» is nongovernment, nonprofit organisation and it s goal is to motivate citizens to environmental protection and improving the quality of living. The work began in 1995 with cleaning actions, bicycle tours, protecting green areas, etc. After few years the area of work spread more widely and new projects were implemented: nature protection campaignes, eco-schools, promoting sustainable agriculture, publishing activities, lectures, educations, exhibitions, etc. Currently there are about 60 members joining the association ( 279

280 The Interdrava Foundation Information from The Interdrava Foundation was established in 1998 in the Hungarian county of Somogy with the support of the German environmental nongovernment, nonprofit organisation European Nature Heritage Fund - Euronatur and the co-operation of local authorities whose territories flank the Dráva river. OBJECTIVES To provide a platform for cooperation between communities, organisations and businesses along the Drava-Mura rivers, in programmes of sustainable rural development. To assist in cooperation and communication between local, regional and national organizations not only within Hungary, but also with their counterparts in Croatia, Slovenia and Austria. To support the efforts of Duna-Drava National Park among the local communities, organizations and companies To support at local and regional levels those principles of regional development which are based on protection of nature, landscapes and monuments. CURRENT PROJECTS Regular contact and communication with local authorithies, companies, civil organizations and the Danube-Drava National Park Transboundary contacts and joint project-proposals with Croatia, Slovenia, Austria Participation in the Dutch Governments's PIN-MATRA project: preparatory work for the establishment of the Duna-Drava (Transboundary) Biosphere Reserve. Participation in the Hungarian programme of the International Nature Protection Work Group Data collection: mapping of the natural, cultural and scientific heritage of the region Publication of these data and associated information on the Internet ( 280

281 PROPOSED PROJECTS Gradual upgrading of their website and creation of multilingual pages. To support small-scale, specialised tourism and 'eco-tourism' in the region. To support the establishment and operation of civil organizations whose main objectives are landscape protection and community development. To participate in designing and implementing their programmes. Danube - Drava - Sava Euroregional Cooperation Information from When you read the objectives and activities of the Danube - Drava - Sava Euroregional Cooperation you can see, that for example sustainable tourism and the establishment of a biosphere reserve can be important issues of this gremium and that it is very important to involve them. The Danube-Drava-Sava Euroregional Cooperation is an international organization of counties and cantons, their county or cantonal seats, and chambers of commerce from the territories of the Republic of Hungary, Republic of Croatia, and Bosnia and Herzegovina, as well as from other territories that spatially gravitate. This organization is not a juridical person. It is of an open character, what denotes its openness toward the admission of new members. The organization established upon the signature of the Statute in Pécs on November 28, (...) A motive for the assembly of Cooperation founders was the project of construction of the European highway (Transeuropean Motorway Project, TEM) that would pass through the European V/c transportation corridor and would even more closely connect these regions, enabling them also to establish better communication with Central Europe in one direction and the Adriatic Sea in the other. ORGANIZATION Nowadays, the Euroregional Cooperation encompasses the territories of three states, having the total area of 26,257 km2 and the population of about 2.3 million inhabitants. Presently, the Euroregion has 24 Members (11 regional units, eight cities, and five chambers of commerce) and three Observers from the Republic of Serbia. 281

282 The Members govern the Euroregion via its Bodies: the Assembly (comprised by all Member representatives), President, and three Vice-Presidents (one for each country) that comprise a coordination body called the Presidency, the Assembly-elected Executive Committee and the Working Bodies established by the Executive Committee. The operation of these organs is regulated by the Euroregional Cooperation s Statute in more detail. OBJECTIVES AND ACTIVITIES A transportational interconnection favors the establishment and expansion of cooperation in all areas, so the harmonization of special interests and joint work to obtain common objectives based upon the following: their geographic connectedness directing toward joint exploitation of common natural resources and usage of favorable transportation position in the European infrastructural network; this region s historical ties and relations; interest in the improvement of national minorities position on both sides of the border; interest in the promotion of interstate and interregional project realization; interest in the improvement of international relation status pertinent to their Members; determination to promote the process of Central European and Euro-Atlantic integrations of their mother states. Through their joint activity, the Members try to initiate, foster, and realize the development in the Euroregional territory that would open a developmental perspective and material and spiritual progress to its inhabitants. The Members shall subordinate their joint operation directed toward the following objectives: achievement and development of mutual relations among the population and regional institutions as presuppositions for better acquaintance, understanding, collaboration and friendship; creation of conditions for a more successful experience and know-how flow and its application for the benefit of an overall regional development; 282

283 creation of expert bases for the design of a sustainable development concept within the Euroregion while using joint and separated material resources, preserving the natural resources value, and protecting the environment; establishment of joint developmental interests, preparation, establishment, and harmonization of a joint developmental strategy within the systems of their mother states; development of mutual economic relations in a conjoined development. In order to obtain the objectives stipulated by this Statute, the Euroregion shall: organize joint activities to promote the richness of diversities comprising a unique quality of togetherness; organize the preparation, design, and implementation of joint developmental projects; launches activities directed toward the incorporation of joint projects into the European integrations programmatic and financial mechanisms; organize the establishment and promote and support the development of cooperation in zoning, environmental protection, transportation and communications, economic affairs, tourism and hospitality industries, healthcare and social welfare, science, education, culture, sports and informative activities. Working community of the Danube Regions The working community of the Danube Regions (ARGE) was foundet in According to the joint declaration the ARGE has the objective of promoting co-operation among its members for the development of the Danube area to serve the interests of its inhabitants and to foster peaceful co-operation in Europe. According to its founders the ARGE should function with a minimum of institutionalisation. Based on this understanding the following bodies have been established: Conference of heads of government: Annual change of chairmanship - following the course-of-river-danube" principle, unanimity principle, decisions have recommendational character, heads of governments of members are responsible for the implementation within the framework of their administration. 283

284 Working group of senior officials: Under the permanent chairmanship of the Lower Austrian Chief Executive, preparation and implementation of tasks devised by the conference of heads of government Office: Administrative preparation of meetings and administrative tasks. Seat: Amt der NÖ Landesregierung, Landesamtsdirektion Work groups: Culture and science; Chair: Lower Austria with two working groups: Danube Culture Route and Cultural Heritage Transport and Shipping; Chair: Vienna with 1 Working Group: Secondary Ports and 1 Project Group Danube cycle track ; Spatial planning (zoning) and environmental protection; Chair: Slovak Republic with 3 Working Groups on the subjects zoning, ecology, water management Economy and Tourism; Chair: County Gyoer-Moson-Sopron Youth and Sports; Chair: County Pest Social question: Chair: County Baranya The most important achievements and the most significant projects for the coming years: In the area of zoning and environmental protection e.g. measures for the protection of the ozone layer between Bavaria and Budapest, elaboration of a master scheme for sustainable development in the Danube area. In the area of tourism and culture, e.g. concept of a cycle-hiking paths along the River Danube, list of historical-technical monuments, establishment of a restoration workshop for destroyed cultural property in Osijek (Croatia), project of a "Danube Culture Route". In the area of economic matters, e.g. contacts between the Danube-area chambers of commerce. In the area of transport e.g. further development of environmentally sound means of transport (ships, trains, etc.). Interreg II C projects: Cultural Itinerary Danube, Study on Traffic Development. Youth contact seminars ( Conferences of Youth Ambassadors ). 284

285 Up to now only the workshop spatial planning (zoning) and environmental protection is concerned with the Drava with the issues water-quality and flood-protection. But more cooperation could be meaningfull, especially in tourism. European Nature Heritage Fund - Euronatur Information from The European Nature Heritage Fund - Euronatur was founded in 1987 by three German NGOs: Bund für Umwelt und Naturschutz Deutschland (BUND), Deutsche Umwelthilfe (DUH) and Naturschutzbund Deutschland (NABU). With a small but efficient team the European Nature Heritage Fund has built up an international network of 300 scientists, nature conservationists and environmental experts. Euronatur maintains a constant dialogue with other organisations and especially with the business world. On their page you can see just how diverse the range of their partners are who help them support their aims, and vice versa. Euronatur always works on the basis of scientific knowledge, promoting the dialogue inbetween environment, economy and politics. This transboundary active network is backed by many thousand honorary helpers. They are mostly members of our local partner organizations in over 40 countries and do a great deal for the preservation of our nature heritage and its natural resources. Thus is how the network multiplies the funding of Euronatur projects. All projects and initiatives of the European Nature Heritage Fund are based on the knowledge that the preservation of nature and environment can not be achieved but in cooperation with local people. In all theses countries our aim is to conserve and develop sustainable forms of land use which have created and will conserve cultivated landscapes with a rich biological diversity. OBJECTIVES Implementation of nature conservation and species protection projects Maintenance of endangered populations of wild animals and their habitats Cooperation with competent local and regional partners Fostering cross-border cooperation of international experts Participation in planning and implementation of large-scale protected areas Advice on and monitoring of sustainable regional development in agriculture, tourism, and transport 285

286 Networking between practical conservation efforts and science, politics, and economics Implementation of and support for environmental education measures SPECIFIC ACTIVITIES IN THE MUR-DRAU-REGION The project to nominate the border crossing Drava-Mura corridor (Hungary-Croatia- Slovenia, and extending across the Danube to Gornje Podunavlje Special Reserve in Serbia-Montenegro) as a transboundary UNESCO MAB Biosphere Reserve (see chapter 5) was begun by Martin Schneider-Jacoby of Euronatur in 1993, a long process of international conferences, capacity-building of NGOs and lobbying at regional, national and international levels. In 1998, UNESCO supported the proposal, but despite UNESCO s support, institutions at national level were not ready for such a progressive step, and took no action until recently. Euronatur, WWF, the Drava League, Green Action and other NGOs are continuing the initiative and recent Croatian proposals for establishing a Drava-Mura Regional Park are very encouraging. World Wildlife Fund (WWF) WWF is one of the world's largest and most experienced independent conservation organizations, with almost 5 million supporters and a global network active in more than 100 countries. WWF's mission is to stop the degradation of the planet's natural environment and to build a future in which humans live in harmony with nature, by: conserving the world's biological diversity ensuring that the use of renewable natural resources is sustainable promoting the reduction of pollution and wasteful consumption ( SPECIFIC ACTIVITIES IN THE MUR-DRAU-REGION At the moment,the WWF Danube-Carpathian programme and local partners are working to ensure that the development of the region is sustainable, that this priceless nature can continue to co-exist with the human inhabitants as they seek ways to better their lives. It is not only the natural heritage of this area, which is so special: a complex and often turbulent history has built an intricate cultural web, embracing many ethnic groups with their own traditions and values. 286

287 In response, the WWF Danube-Carpathian Programme in cooperation with other NGOs have requested the Croatian government to immediately halt the nature of the region destroying activities, and to protect the Drava and Mura Rivers as part of a transboundary protected UNESCO biosphere reserve. This would help Croatia to fulfil the EU nature conservation requirements on its further way into the EU. Next to this following actions going on: International Co-ordination on the Drava River: This project links NGOs in the lower Drava Basin Slovenia, Croatia and Hungary - into a network, which is in turn connected to international NGOs such as WWF, Bank Watch and Euronatur, and other organizations with an interest in the Drava or related issues. The network is sustained by a monthly newsletter and a website and stimulated by events such as the annual International Drava Day held in Koprivnica, Croatia. Recently this project has extended into the Vojvodina province of Serbia and Montenegro, because of the natural ecological linkage of the tripartite Danube floodplain area. Capacity-building of the Drava League: In early 2001 NGOs along the Croatian Drava formed a coalition, the Drava League [see above]. Most members of the Drava League are volunteers. The WWF Danube-Carpathian Programme is supporting the establishment of a professional staff based in the Drava Coordination Office in Koprivnica, as well as training Drava League staff and providing technical support to their initiatives. Improving management of Kopacki rit: The WWF Danube-Carpathian Programme has supported the Nature Park authority and the local communities in their efforts to ensure the protection and sustainable management of the floodplain with the long-term goal of developing a transnational protected area between Hungary, Croatia and Serbia & Montenegro. Biological inventorisation of the Croatian Drava : The whole of the Hungarian bank of the Drava is protected; on the Croatian side the precise species present, and their locations, is not thoroughly recorded. This project extends the inventorisation methods used by the Hungarian Danube-Drava National Park to the Croatian side of the river, focusing on key habitats and species. Croatian specialists are providing data, which will be reinforced by the records collected by Croatian NGOs in the Drava League, and can be used as evidence of the need to protect the Croatian Drava ( 287

288 European Rivers Network (ERN) Information from The main goal of European Rivers Network (ERN) is to promote the sustainable wise management of living rivers in opposition to the exploitation, pollution and degradation that has occurred in the past. The aim of ERN, is to link groups, organisations and persons working for the protection of rivers and to improve communication between them. (environment, culture, education and human rights). ERN, is a non profit NGO and was founded 1994 by Roberto A. Epple as a project of S.O.S. Loire Vivante - ERN France in cooperation with IRN (International Rivers Network) and other partners. INTERESTING PROJECTS FOR THE MURA-DRAVA-REGION Running RIVERNET (the Web Portal for living rivers). RIVERNET offers multilingual information concerning rivers and their watersheds, (over 1400 visitors every day in 2005) Developing RiverMaps & a GIS and webbased RiverInfo System a GIS for European rivers, their watersheds, including basic data and relevant organisations working in that watershed. Publishing the based RiverNews (former RiverFax). This delivers important multilingual information about current events related to rivers of Europe and the world. ERN supports other thematical and river basin focused work groups (listservs). Initiator and Coordinator of the BIG JUMP (the International River Swimming Day) Big Jump aims at reconciliating people with their rivers and to gain people's support to the big European restoration effort for rivers and wetlands suchas the huge Water Framework Directive of the European Community. Over peoples, along 31 rivers basins in 22 countries participated in 2005! Partner in AQUANET EUROPE FOUNDATION Five non-profit organizations in Europe, based in Spain (Fundacion Nueva Cultura del Agua), Belgium ( RIOU ), The Netherlands (Stichting Reinwater), France (European Rivers Network - ERN) and Italy (Gruppo Onlus), and dealing with issues related to the sustainable development of water resources have united to form a new organization.the aim of the organization is the sustainable management of waters and the related ecosystems in the European Union. 288

289 The organization realises its aim by: organisation and co-ordination of national and international activities; monitoring and promotion of the implementation of the EU Water Framework Directive and related EU provisions; exchange of knowledge and experience on best practices; stimulation of relevant educational, scientific and publicity activities at both national and international level; raising of public awareness. The organization acts in co-operation with public or private bodies concerned for the protection and management of water, both at national and international level. Its activities cover the whole of the European Union as well as the areas of the world concerned by the European Union's policies. Rivers of pictures and flows of words" a educational project for young people. It promotes since 1996 through the arts watershed awareness. (multidisciplinary approach). ERN is organising Youth Riverbasin Parliaments in European river basins. German Organization for Technical Cooperation (GTZ) Information from As an international cooperation enterprise for sustainable development with worldwide operations, the federally owned Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ) GmbH supports the German Government in achieving its development-policy objectives. It provides viable, forwardlooking solutions for political, economic, ecological and social development in a globalised world. Working under difficult conditions, GTZ promotes complex reforms and change processes. Its corporate objective is to improve people s living conditions on a sustainable basis. GTZ is a federal enterprise based in Eschborn near Frankfurt am Main. It was founded in 1975 as a company under private law. The German Federal Ministry for Economic Cooperation and Development (BMZ) is its major client. The company also operates on behalf of other German ministries, the governments of other countries and international clients, such as the European Commission, the United Nations and the World Bank, as well as on behalf of private enterprises. GTZ works on a public-benefit basis. 289

290 All surpluses generated are channelled back into its own international cooperation projects for sustainable development. GTZ employs some 10,000 staff in more than 120 countries of Africa, Asia, Latin America, the Eastern European countries in transition and the New Independent States (NIS). GTZ works for the German Federal government and other clients, public or private sector, national or international, such as the EU, World Bank or UN organisations, and for private sector companies. Our main client is the German Federal Ministry for Economic Cooperation and Development (BMZ). With a total turnover of 875 million euro in 2005, some 693 million euro came from projects and programmes for public clients, such as the BMZ and other Federal Ministries. Some 79 percent of GTZ turnover is under contracts from the German Federal Government. GTZ made 21 percent (c. 183 million euro) in 2005 from contracts from other clients and financing institutions, mostly international, and from private sector companies. To bundle knowhow for optimal results in its work, GTZ cooperates closely with other organisations involved in development policy. These include the German Development Service (DED), Internationale Weiterbildung und Entwicklung GmbH Capacity Building International, Germany (InWEnt), German Finance Company for Investments in Developing Countries (DEG) and above all the KfW Entwicklungsbank (development bank). THE GTZ AND THE DANUBE PROJECT GTZ s is supporting activities in tourism development of the Danube region in the countries of South-Eastern Europe through the Programm for economic development and cooperation (WBF) in Serbia. Tourism development is thereby: a key element in South-Eastern Europe s integration into the European community and promotes cross-border cooperation, between the states, regions and communities as intended by the Stability Pact for South-Eastern Europe and the free trade agreements 290

291 Creating new jobs in the tourism sector, making a significant contribution to income and employment promotion Harnessing unique cultural and natural potentials along the Danube Spreading the positive image of the blue Danube to South-Eastern Europe as a whole Helping establish tourism products on a sustainable basis, focusing for example on nature, rural areas, wine growing, cycling, river tours and cruises Together with the national coordination teams and communities along the Danube, the programmes are helping to develop and implement a tourism concept for the Danube region: Identifying the regions tourism potential and designing new tourism products on sustainable basis Supporting marketing activities Supporting economic cooperation along the Danube Providing advisory services for tourism enterprises One key development measure is the Danube bicycle path (see Further local organisations Green Action of Zagreb Friends of the Earth Croatia ( DOPPS - BirdLife Slovenia ( SOMOGY Natural Heritage Fund ( There are a much more nature protection organisations and especially bicycle association, too, active along Mura and Drava, which can be meaningfull to integrate them to the process of tourism development. 291

292 EXTERNAL ADVISER ORGANISATIONS Regional Environmental Center for Central and Eastern Europe (REC) Information from The Regional Environmental Center for Central and Eastern Europe (REC) is a non-partisan, non-advocacy, not-for-profit international organisation with a mission to assist in solving environmental problems in Central and Eastern Europe (CEE). The center fulfils this mission by promoting cooperation among nongovernmental organisations, governments, businesses and other environmental stakeholders, and by supporting the free exchange of information and public participation in environmental decision making. The REC was established in 1990 by the United States, the European Commission and Hungary. Today, the REC is legally based on a charter signed by the governments of 29 countries and the European Commission, and on an international agreement with the government of Hungary. The REC has its head office in Szentendre, Hungary, and country offices and field offices in 17 beneficiary countries, which are: Albania, Bosnia and Herzegovina, Bulgaria, Croatia, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, the former Yugoslav Republic of Macedonia, Montenegro, Poland, Romania, Serbia, Slovakia, Slovenia and Turkey. Recent donors are the European Commission and the governments of Austria, the Czech Republic, Croatia, Estonia, Finland, the former Yugoslav Republic of Macedonia, Germany, Hungary, Italy, Japan, Latvia, Lithuania, the Netherlands, Norway, Poland, Slovakia, Slovenia, Sweden, Switzerland, Turkey, the United Kingdom, and the United States, as well as other inter-governmental and private institutions. The REC implements its environmental projects within eleven basic organisational units called programmes and funds. The following are interesting for the Mur-Drau Region: CAPACITY BUILDING PROGRAMME The Capacity Building Programme increases the individual capacity of present and future environmental leaders and supports the development of institutions and programmes for environmental capacity building in Central and Eastern Europe. 292

293 ENVIRONMENTAL POLICY DEPARTMENT The Environmental Policy Programme contributes to Central and Eastern European and global environmental policy processes through innovative policy solutions such as the use of strategic environmental assessment, closer integration of environmental and economic policies through effective use of economic instruments, and drafting and implementation of national and international legal instruments. This program provides support to local authorities and other concerned stakeholders in environmental capacity building and assists in improving the environmental performance of companies in Central and Eastern Europe. INFORMATION PROGRAMME The Information Programme provides free access to information and assists others in improving access to information. It also promotes cooperation between environmental stakeholders and encourages greater environmental responsibility among diverse target groups. NGO SUPPORT PROGRAMME The NGO Support Programme enhances the development of civil society in the Central and Eastern European region by supporting the development and activities of environmental NGOs. PUBLIC PARTICIPATION PROGRAMME The REC's Public Participation Programme is involved in project activities resulting in policy analysis, surveys, publications, training materials, workshops and capacity building events concerning the implementation of the Aarhus Convention and best practices of public participation. ENVIRONMENTAL LAW PROGRAMME The Environmental Law Programme contributes to environmental protection and sustainable development through the progressive development of international and domestic environmental law and through support to legal communities in Central and Eastern European countries, including independent environmental lawyers, judges, prosecutors and other entities. 293

294 Central European Initiative (CEI) Information from The Central European Initiative (CEI) is composed of 18 Member States: Albania, Austria, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, the Czech Republic, Hungary, Italy, Macedonia, Moldova, Montenegro, Poland, Romania, Serbia, Slovakia, Slovenia and Ukraine. They embrace a territory of 2.4 million square kilometres and a population of nearly 260 million. As of 1st January 2007, the CEI has 9 EU and 9 non-eu Member Countries. The CEI was established in 1989 as an intergovernmental forum for political, economic and cultural co-operation among its Member States. Its main aim was to help transition countries in Central Europe come closer to the EU. In the second half of 1990 s, the extension of its membership to South-eastern and Eastern Europe refocused its priorities on countries in special need. One of CEI s objectives is to bring the countries of Central and Eastern Europe closer together and assist them in their preparation process for EU membership. In this regard, the CEI Plan of Action outlines the organisation s current intentions. Although the CEI is not a major donor organisation, it disposes of several funds which are used to promote projects in its various sectors of activity. The CEI cooperates with other international organisations and institutions such as the OECD, the Council of Europe, the OSCE, the EBRD, the World Bank, the UNECE as well as with other regional actors, i.e. the Adriatic Ionian Initiative, BSEC, the Danube Co-operation Process, the Stability Pact, the SECI and the SEECP. Regular contacts have been established with the European Union. With the last EU enlargements, the CEI s interest shifted towards the 9 Member States staying outside the EU. Indeed, a new CEI programme is to facilitate and cofinance the transfer of know-how on frest transition and negotiation experience. For the development of the Mur-Drau-Region interesting working-issues: Cross-Border Co-operation/ Local Development Culture/ Education Agriculture/ Energy/ Transport/ Environmental Protection Human Resource Development and Training/ Information and Media Science and Technology/ Information Technology (ICT) Youth Affairs/ Minorities Tourism/ Small and Medium Sized Enterprises 294

295 The CEI Working Group on Tourism focuses its activities on co-operation (Terms of Reference) in the field of tourism by means of: implementing various cooperation activities of common interest, exchanging views on national strategies for tourism development, know-how and best practice transfer to transition countries In view of intents to work closely on projects of common interest, the WG on Environmental Protection, the WG on Culture and the WG on Interregional and Cross Border Cooperation. The cooperation with the WG on Environment protection started in October, 2004 at the Study Tour and Seminar in Eco-Tourism organized by Hungary, the leader of the TF on Eco-Tourism. (...) The WG on Environment delegate attended the2nd Study Tour and Seminar in Eco-Tourism", organized by Hungary on September 27-29, As per agreement reached by the two Chairs, the WG on Tourism and the WG on Environment -TF on Tourism will organize a joint cooperation activity Sustainable development of the coast and islands area in the first half of 2007 ( Next to the cooperation with Adriatic-Ionian Initiative, there is cooperation with the UNWTO, too: A Seminar on Agriculture and Farm Tourism, organized by Poland on June 6-7, 2003, in Kielce, was a common initiative of UNWTO General Secretariat and the CEI. The Workshop Product Development in rural tourism with focus on farm holiday organized by Austria on September 16-17, 2004, co-financed from the CEI Cooperation Fund was held under the auspices of the UNWTO ( 295

296 The International Ecotourism Society Information from ECOTOURISM EXPERTS BUREAU The International Ecotourism Society s (TIES) Ecotourism Experts Bureau is the place to find experts to fill your consulting, teaching, and/or speaking needs. The Experts Bureau is a searchable database of their professional level and above members. Here you will find dozens of experts to choose from and you can conveniently narrow your search with multiple search criteria. You can view and download resumes from most of our Experts. Each Expert updates their own profile and has signed a Code of Conduct to abide by ecotourism and sustainable tourism principles defined by TIES. CONSULTING SERVICES TIES' Consulting Services are as diverse as their professional membership, and they take on both non-competitive and competitive projects. They make extensive use of their Experts Bureau when forming any given consulting team, which affords them great flexibility in where they are able to work and on what types of projects. They are able to tap into consultants with specialties on almost any ecotourism or sustainable tourism topic and with experience and/or language ability virtually anywhere in the world. DISTANCE LEARNING (ON-LINE) COURSES TIES distance learning (on-line) courses, offered in collaboration with George Washington University, provide a convenient way to learn the basics on a variety of ecotourism and sustainable tourism topics. The main goal of the program is to provide a means of professional development for ecotourism practitioners, however, the courses are of general interest to other audiences as well. TIES offer a professional Certificate in Sustainable Tourism Management which requires passing a minimun of six courses (3 core and 3 elective). The Certificate is awarded jointly by TIES and George Washington University. Courses offered include: Sustainable Tourism Assessment and Development Sustainable Tourism Destination Marketing Electronic Marketing and Internet Applications Ecotourism Management Ecolodge Development Environmental Management for Tour Operators and Destinations Tourist Guide Techniques 296

297 Coastal and Marine Ecotourism Cultural Heritage Tourism Community-Based Ecotourism Sustainable Good Practices for the Tour Operator s Sector (in development) Certification for Sustainable and Ecotourism (in development) European Federation of Farm and Village Tourism (EuroGites) Information from The European Federation of Farm and Village Tourism (EuroGites) represents 29 professional and trade organisations from 24 countries of geographical Europe, with an overall number of establishments and about 2 million bedplaces. The product goes from the rural Bed&Breakfast and self-catering in private homes or farms, up to small family-run rural hotels and guesthouses. The objectives of EuroGites are wide-spread, given the character of this sector as based on micro-enterprises or complementary activity which requires support in multiple areas. According to its statutes, the main tasks and activities of the Federation are: information and communication network amongst the member organisations and on international level professional representation in European organisations (private and public) harmonisation of information content and terminology definition of common quality criteria and standards, with the final objective of a common branding and marketing on European level [see Appendix II] professional and vocational training On the promotional side, access to the member web pages is channelled through the site that is going to be complemented by a multilingual forum. General recommendations for a Europe-wide product definition and minimum standards in rural tourism accommodation were formally approved in EuroGites is also responsible for the European Congress on Rural Tourism. Two events of this kind took place in autumn 2003 and 2005, the 3rd is scheduled for September 2007 in Hungary. Congress website, at 297

298 COOPERATION PARTNER ALONG MURA AND DRAVA: Croatia: Ruralis - Consortium of Istria s agrotourism and rural tourism ( Hungary: Hungarian Federation of Rural and agrotourism ( Slowenia: Slovenian tourism agency ( European Centre for Eco Agro Tourism (ECEAT) ECEAT, the European Centre for Eco and Agro Tourism is an international non-governmental Organisation for the promotion and integration of tourism in rural development, sustainable land use and nature protection. ECEAT has been established in with financial support of the European Union - in order to promote tourism as an alternative source of income for the farmers and rural populations in Europe. From it's early start ECEAT has taken a practically and result oriented approach, taking the responsibility for the full tourism product development and marketing chain. NETWORK At present ECEAT has reprasentative Offices in 22 European countries, including 10 countries in Central and Eastern European. As one of its core activities, ECEAT maintains a network of almost small-scale accommodations within Europe. Via so-called "Green Holiday Guides" the accommodations are marketed to European consumers. Yearly more than tourists visit the accommodations. Within each country the national representation is responsible for selection of entrepreneurs, training, product development, quality control and marketing (as well to individual consumers as tour operators). Slovenia is with the Institut za trajostni razvoj (Institute for Sustainable Development) already member. INTERNATIONAL OFFICE Within the International office of ECEAT in Amsterdam, two departments exist. The Product -Market department is responsible for product development and marketing of the "ECEAT product". The Projects and expertise department is initiating innovative projects in the field of rural tourism and Supports trough consultancy services the development of small-scale and ecotourism tourism in general, particularly in transition countries. 298

299 PROJECTS AND EXPERTISE ECEAT has build up a strong record of "on the ground" expertise in the development and marketing of small-scale and rural tourism. Based on these experiences ECEAT offers it's knowledge to third parties. With the motto "we start where others end" ECEAT is able - based on a quick understanding of problems and opportunities - to immediately focus on concrete results trough practical training's, tools, manuals, handbooks and institutional building based on more than 10 years of practical experience in tourism product development and marketing. MAIN ACTIVITIES Eco Agro Tourism product development and marketing From an initial start in Central Europe ECEAT has been expanded into almost all European countries. In addition to small accommodations including farm camp sites, small hotels, home-stays and holiday homes ECEAT is also active in trail development (e.g. "Heritage trails"), handicraft development (Slovakia) and tour development. With the active support of ECEAT similar product concepts and networks have been established in the Southern Hemisphere. Every year national marketing and promotion campaigns are launched in order to promote the ECEAT Green Holiday Guides. The guides are published in different European languages and in the major target markets such as the Benelux, Germany, Great Britain and France. In the Netherlands the guidebooks are issued in co-operation with the Dutch Touring Club, ANWB. MATCHING WITH TOUR OPERATORS With the support of ECEAT local tourism products are integrated into the packages of tour operators, including products developed by other initiatives such as Community Based Tourism products of the Dutch Development Organisation SNV and tourism products of WWF and UNESCO. In order to make the service more effective ECEAT has recently established the Green Travel Market, a virtual Business-to-Business market place to match "Green" and "Community based" tourism products from mainly transition and developing countries to the European and Northern American tour operator market. As part of the Green Travel Market ECEAT maintains a database of more than tour operators and an international network of so-called "match-makers", who maintain a strong personal network of tour operators in their country. 299

300 ECO-TOURISM Next to rural areas and small-scale tourism ECEAT focuses on the development of sustainable tourism within natural areas: eco-tourism. According to our approach tourism can provide a serious contribution to nature protection by creating (alternative) sources of income for the local populations. ECEAT co-operates closely international networks for the promotion of eco-tourism such as the European Federation of National parks (EUROPARC), The International Ecotourism Society and the WWF PAN-Parks initiative, which focuses on sustainable tourism development in Central Europe. REGIONAL DEVELOPMENT Small-scale tourisirican can important element in the development of a region. Through its national and regional centres, ECEAT actlively advocates the interests of sustainable tourism development creating benefits for the local population. Some of the regional centres are active in the marketing of (organic) foods; others are involved in village restoration or conservation. Often ECEAT representatives take an active position in the regional development planning process. Recent experiences include the "CIVIL LINK" project aimed at participated rural development in the mountainous regions of East Slovakia. In April 2002, ECEAT concluded a PHARE project to support women farmers in the South of Poland. Production groups have been established and a marketing Organisation has been created for locally produced fruit and vegetable products. TRAINING AND EDUCATION ECEAT has training programmes for micro-entrepreneurs, local tour operators and leaders of local associations. ECEAT has published several manuals for accommodation holders, which inform them about basic Standards, business planning, hospitality, product development, marketing, promotion and legal aspects. Each year, the ECEAT regional centres organise training workshops for the accommodation holders. Experiences include several train the trainer courses in Lithuania and the Ukraine and the training of 200 micro-enterprises in Palanga, a coastal resort in Lithuania. Recently ECEAT established with the support of the European Union a network linking all rural tourism business development trainers in Europe under one association. As part of the project standardised state of the art curricula and training material will be developed based on the best available practises. QUALITY STANDARDS 300

301 For the successful marketing of micro-enterprises minimum quality Standards are essential. Next to standards for its associated enterprises ECEAT [see Appendix II] has been developing and implementing quality systems for external parties such as the Estonian Countryside Holiday association and for Lithuanian coastal accommodations. The Systems are based on the specific local conditions within rural areas and transition countries. Next to the often by governments regulated basic Standards ECEAT has experience with advanced Standards (grading and classification) and the consideration of subjective aspects such as hospitality, atmosphere and quality of surroundings. Separate systems have been developed to assess the environmental quality of a tourism product. ENVIRONMENTAL CERTIFICATION From an initial statt with environmental certification of rural accommodations ECEAT recently took the initiative together with Ecotrans and NFI to establish a European accreditation and marketing system for sustainability certification System. The initiative called VISIT (Voluntary Initiatives for Sustainability in Tourism) is supported by the EU LIFE Programme and unites the 10 most advanced tourism ecolabels in Europe [see Appendix II]. As part of the initiative indicators for sustainable destinations and minimum Standards for ecolabels have been developed. The VISIT Holiday guide promotes the more than certified accommodations via as well a paper version as the Internet to the European public. Ecological Tourism in Europe (E.T.E.) Information from The Ecological Tourism in Europe (E.T.E.) - Association for sustainable tourism development was founded in Bonn, Germany, in 1991 as a forum for national organisations supporting environmentally and socially responsible tourism. Currently ETE has five member organisations, which work in the fields of nature conservation and environment protection, sustainable tourism, youth, leisure activities and culture. It is member of the Central & East European Working Group for the Enhancement of Biodiversity E.T.E. has set itself the following tasks and goals: ffering specific information and education about environmentally friendly and sustainable forms of tourism to providers of tourism services and tourists 301

302 Initiating, supporting and carrying out of model projects designed to promote environmentally friendly and socially responsible tourism Political and administrative lobbying Initiating and implementing an environmental award scheme for the national tourism industry In cooperation with other organisations, mainly from the nature and environmental conservation sectors, E.T.E. carries out regional model projects designed to promote environmentally and socially sustainable tourism as a basis for or support of sustainable regional development in Germany and other European countries. The organisers of one of these projects, which promotes a sustainable regional tourism initiative in Gömörszolos, Hungary, were awarded several times. It is because of these regional projects that E.T.E. has broad and sound practical experience in the subject area of environmentally and socially responsible tourism, in particular concerning the needs for collaboration between the various actors on local level. Moreover, E.T.E. s public relations activities allow for the permanent representation of interests on the subject of environmentally and socially responsible tourism in the public, political and administrative sectors. It also provides specific information for tourists interested in environmental issues. E.T.E. also organises conferences, expert meetings, information events, seminars and workshops both on the national and international levels. Since 1998 E.T.E. has been continuously working on international level on the tourism issue within the UN-Commission on Sustainable Development and the Convention on Biodiversity (CBD). In both processes, E.T.E. supported the Guidelines on Biodiversity and Tourism Development, which were adopted in 2004 by the 7th Conference of the Parties to the CBD. In Germany E.T.E. already is preparing model strategies for the implementation of the CBD-guidelines like preparation of a special checklist, a manual for sustainable tourism management in Natura 2000 sites and a project for the implementation as a model in a German alpes region. E.T.E. is supported by a regular team of experts from the environmental and tourism sectors (some are independent, some work for one of the member organisations). These experts are integrated into the work of E.T.E. according to individual project needs. In Germany, E.T.E. is a leading expert group within environmental organisations, which had prepared and implemented together with tourism organisations, federal ministries and federal agencies the environmental award scheme for the national tourism industry called Viabono [see 302

303 CURRENT PROJECTS, WHICH CAN BE INTERESTING FOR THE MURA-DRAVA- REGION Conservation and Sustainable Use of Biodiversity through Sustainable Tourism Development in Biosphere Reserves in Central and Eastern Europe (since ) Project on sustainable tourism development and transnational cooperation in the biosphere reserves Aggtelek (Hungary), Babia Gora (Poland) and Sumava (Czech Republic). In cooperation with national NGO's and institutes for nature conservation and three national parks. Supported by the Global Environment Facility (GEF)/UNEP. Website of the project: < International conventions and agreements regarding sustainable tourism (since ) Research on how commitments, created in and ratiefied through international conventions and agreements regarding sustainable tourism development are being implemented in Germany, information exchange with other nature, environmental, leisure and consumer associations and measures to increase the consumers' awareness and acceptance of sustainable tourism, e. g. through the creation of a website. Supported by the German Federal Ministry for Environment, Nature Conservation and Nuclear Safety and the Federal Environmental Agency. Website of the project: < Strategies for the implementation of the "CBD Guidelines for sustainable tourism in vulnerable ecosystems" (since ) Preparation of information material, workshops, presentations, side events, etc. to enhance knowledge regarding the guidelines. Supported by the German Federal Ministry for the Environment, Nature Conservation and Nuclear Safety. More information: < CEEWEB - "Sustainable Tourism Working Group" (since ) Creation of and membership in the "Sustainable Tourism Working Group" of the "Central and East European Working Group for the Enhancement of Biodiversity" (CEEWEB), Hungary. More information: < 303

304 FORMER PROJECTS Education and Training in Ecotourism (since ) International learning partnership among organisations from Slovakia, Germany, the Czech Republic and Latvia working in adult education to exchange and further education in the field of tourism and environment. Supported by the European Commission (SOCRATES Programme, Grundtvig2). More information: < Tourism Management in Zasavica, Serbia (since ) Development of a tourism management plan for the special protected area of Zasavica. Supported by the UNEP Regional Office for Europe (Biodiversity Service). Presentation of Viabono for Central and East European Countries (since ) Implementation of two workshops to present and discuss the german national brand for environmentally-oriented travel with representatives from CEE-countries. Supported by German Federal Agency for Nature Conservation. Promoting sustainable tourism in Central and Eastern Europe - Tourism in Banska Stiavnica (since ) Planning and implementation of an environmentally and socially re-sponsible tourism in and around Banska Stiavnica, a low mountain range region in Slovakia being recognised as UNESCO Cultural World Heritage. Supported by the German Federal Ministry for Environment, Nature Conservation and Nuclear Safety. More information: < Conservation and Sustainable Use of Biodiversity through Sustainable Tourism Development in Biosphere Reserves in Central and Eastern Europe (since ) Preparation of a GEF (Global Environment Facility) proposal and establishment of a partner network on national and Biosphere Reserve levels. Supported by UNESCO. More information: < Model of sustainable regional development in Gömörszölös, North-Borsod, Hungary ( ) 304

305 Contributions with regard to the implementation of an ecological and sustainable village development program, supported by the European Commission. In collaboration with the Ecological Institute for Sustainable Development (EISD), Miskolc, Hungary. The region around Gömörszölös and the EISD have been awarded with the Tourism for Tomorrow Award of British Airways in 1999, by the Council of Europe's Landscape Award in the year 2000 and with the national Kós-Károly price for preservation of landscape settlement areas. ENVIRONMENTALLY ORIENTATED TOURISM OFFERS Model project "EcoTours - Ecological Tourism on the Internet" ( ) Presentation of environmentally orientated tourism offers on the Internet (locations, accommodation, travel & offers), discussion forums, recommendations and background information. Supported by the European Commission, NFI (Nature Friends International), Vienna; in collaboration with IITF, Vienna; NIVON, Amsterdam, DNR e.v. and E.T.E. Bonn. More information: < Tourist guide "Deutschland umweltfreundlich" ( ) Travel guide and list of tourism suppliers in Germany with environmentally orientated services, several recommendations and information with regard to environmentally responsible tourism, supported by the German Department of the Environment. Network "Anders Reisen" ( ) Co-operation of commercial and non commercial suppliers of environmentally and socially responsible travel offers. Implementation of a quality label. Supported by the German Foundation for Environment. Implementation: German Nature Friends, Stuttgart in collaboration with German Young Nature Friends, Remagen, Nature Friends Saarland, Saarbrücken and E.T.E., Bonn. Lot of projects with touristic labelling and criteria development 305

306 306

307 VITA Wolfgang Deuster , Eschweiler, Germany Education Gymnsasium Alsdorf: Allgemeine Hochschulreife University of Applied Sciences Nürtingen: Dipl.-Ing.(FH) Landschaftsplanung Anhalt University of Applied Sciences: cand. M. Sc. Landscape Architecture Employment Ministry for the Environment and Conservation, Agriculture and Consumer Protection of the State of North Rhine-Westphalia in Germany: since August 2007 (Düsseldorf) Department III 5: landscaping, impact regulation under nature protection law, large scale protected areas (nature park, national park, bioshpere reserve), program and projects Federal agency for nature conservation Germany: May 2005 December 2006 (Bonn) German Office of the UNESCO-Programm Man and the Biosphere (MaB) Office for applied ecology and landscaping Raskin: since February 2005 (Aachen) Freelancher amongst others for ornithological survey EuRegionale 2008 Agentur GmbH: October 2004 May 2005 (Aachen) Project collaborator for the EU-fund INTERREG III A - proposal for the tri-national masterplan for regional development (tourism, urban development, landscaping and regional marekting) 307

308 308

309 Wolfgang Deuster Am Südpark Alsdorf (0) wolfgang.deuster@gmx.de 309