LESVOS TOWARDS A TOURISM STRATEGY. 1. Methodology 2. Strategic approach 3. USP and product development 4. OrganizaIon development

Transcription

1 LESVOS TOWARDS A TOURISM STRATEGY 1. Methodology 2. Strategic approach 3. USP and product development 4. OrganizaIon development

2 System of Research InformaIon & Booking Transport AccommodaIon AcIviIes Research customer view German, English and northern European market Internet: social media, desinaion webpages, incoming agencies Brochures of tour operators Demand for informaion in travel agencies Field work LESVOS TOURISM DEVELOPMENT STRATEGY 2

3 Strengths and Weaknesses Examples of Results InformaIon & Booking Transport AccommodaIon AcIviIes Strengths Weaknesses diversity of accommodaion hiking / biking paths olives cultural and religious sights geopark / petrified forest diversity of landscape / nature slow tourism official homepage markeing desinaion management tourisic educaion of the stakeholders cooperaion of different businesses LESVOS TOURISM DEVELOPMENT STRATEGY 3

4 Example of Research LESVOS TOURISM DEVELOPMENT STRATEGY 4

5 SWOT Analysis Method and Examples of Results external factors e.g.: financial crisis, demographic change, informaion knowledge society, Strengths agrotourism value for money accommodaions Weaknesses synergeic effects investment gap OpportuniIes Threats LESVOS TOURISM DEVELOPMENT STRATEGY 5

6 Occupancy Rate %$growth$+$strategy$op1ons$ 90" 80" pre- season high season a^er- season 70" 60" 50" 50% 40" 30" 30% 20" 10" 0" JAN" FEB" MAR" APR" MAY" JUN" JUL" AUG" SEP" OCT" NOV" DEC" occupancy"rate"2010" Data Source: Hellenic StaIsIcal Authority (EL.STAT) esimaion of full capacity occupancy rates by HM LESVOS TOURISM DEVELOPMENT STRATEGY 6

7 Strategy A: growth in high season 25%$growth$+$strategy$op1ons$ 90" 80" pre- season high season a^er- season 70" 60" 50" 50% 40" 30" 30% 20" 10" 0" JAN" FEB" MAR" APR" MAY" JUN" JUL" AUG" SEP" OCT" NOV" DEC" strategy"a:"linear"growth"25%" occupancy"rate"2010" Data Source: Hellenic StaIsIcal Authority (EL.STAT) esimaion of full capacity occupancy rates by HM LESVOS TOURISM DEVELOPMENT STRATEGY 7

8 Strategy B: growth in low season 25%$growth$+$strategy$op1ons$ 90" 80" pre- season high season a^er- season 70" 60" 50" 50% 40" 30" 30% 20" 10" 0" JAN" FEB" MAR" APR" MAY" JUN" JUL" AUG" SEP" OCT" NOV" DEC" strategy"b:"growth"in"side"seasons" occupancy"rate"2010" Data Source: Hellenic StaIsIcal Authority (EL.STAT) esimaion of full capacity occupancy rates by HM LESVOS TOURISM DEVELOPMENT STRATEGY 8

9 Comparison of Strategies Criteria Strategy A: high season Strategy B: low season potenial for increase of profitability potenial for regional development low: high compeiion in market with shrinking margins medium: addiional guests create jobs in high season and contribute to the regional added value chain mainly on the last levels high: targeing new markets with individual travellers willing to pay higher prices for unique products high: addiional guests safe long duraion jobs and contribute to the regional added value chain on all levels sustainability low: addiional negaive impact on the environment while high season, addiional jobs mainly seasonal medium: addiional negaive impact on the environment but without peaks, addiional jobs for longer duraion LESVOS TOURISM DEVELOPMENT STRATEGY 9

10 Diversity of Lesvos museum & archeological sites art authenic villages architecture museum castles history ouzo cheese geopark LESVOS culinary nature olive flora & fauna spirituality agriculture variety of birds monasteries sun & beach LESVOS TOURISM DEVELOPMENT STRATEGY 10

11 Diversity of Lesvos museum & archeological sites art authenic villages architecture museum castles history ouzo cheese geopark LESVOS culinary nature olive flora & fauna spirituality agriculture variety of birds monasteries sun & beach LESVOS TOURISM DEVELOPMENT STRATEGY 11

12 Development Product Line geopark (petrified forest) impressive landscape and millions of years earth history olive USP: golden colour millions of trees Source: Source: own picture LESVOS TOURISM DEVELOPMENT STRATEGY 12

13 Olives as Basis for TourisIc Products intangible cultural heritage wood food health museum tangible cultural heritage products cosmeics history OLIVE accommodaion agriculture basis for life daily life of farmers manual harvest golden oil LESVOS TOURISM DEVELOPMENT STRATEGY 13

14 Olives as Basis for TourisIc Products intangible cultural heritage wood food health museum tangible cultural heritage products cosmeics history OLIVE accommodaion agriculture basis for life daily life of farmers manual harvest golden oil LESVOS TOURISM DEVELOPMENT STRATEGY 14

15 The Olive in the Course of the Year November- January March- May June- August September- October harvest & olive oil producion blossom & maintenance of groves growth preparaion of groves for harvest LESVOS TOURISM DEVELOPMENT STRATEGY 15

16 Extending the Season with Olives November- January March- May June- August September- October help with harvest & culinary hiking tours with olive related experiences sun & beach tourists hiking LESVOS TOURISM DEVELOPMENT STRATEGY 16

17 Idea for a Hiking Tour guided hiking tour: olive groves and herbs example of good pracice: herbal hiking tour in the region of Allgäu in Germany LESVOS TOURISM DEVELOPMENT STRATEGY 17

18 Example of Good PracIce Allgäu guided tour herbal garden workshops Source: self- made souvenirs: herbal soap LESVOS TOURISM DEVELOPMENT STRATEGY 18

19 Goals How to gain new customers in low season? new cooperaive products (concerted services) improved markeing (criical mass) LESVOS TOURISM DEVELOPMENT STRATEGY 19

20 External CommunicaIon Product Price Place PromoIon (last step) uniform appearance of Lesvos to the target markets (outward) internet promoion brochures B2B relaionship management (e.g. trade fairs) travel agencies image films promoion is the last step in a long process LESVOS TOURISM DEVELOPMENT STRATEGY 20

21 MarkeIng- oriented DesInaIon Development Product (first step) Price Place PromoIon cooperaive product development develop common quality standards harmonise services and products! basic factors: prerequisit integraion of innovaive products based on Lesvos USPs (geopark and olives)! excitement factors: USPs LESVOS TOURISM DEVELOPMENT STRATEGY 21

22 Tour Operator: Old and New tour operator old: preconfigured package tour tour operator new: dynamic packaging in charge of product, price, place, promoion distribuion: travel agency few preconfigured package tours focus on modular on- demand produced packages distribuion: muli- channel LESVOS TOURISM DEVELOPMENT STRATEGY 22

23 Tourism OrganizaIon: Old and New tourism organizaion old: regional public tourist informaion tourism organizaion new: desinaion management organizaion main task: B2C promoion informaion of guests about region services to guests main task: B2B and B2C markeing in charge of product, price, place, promoion services to guest, regional stakeholders, internal and external business partners strategy development of regional tourism LESVOS TOURISM DEVELOPMENT STRATEGY 23

24 ConfiguraIon of Tourism System shi^ of locaion of added- value generaion source market tour operator Lesvos island DMO LESVOS TOURISM DEVELOPMENT STRATEGY 24

25 Requirements for a DMO internal communicaion in regional tourism network: hoteliers akracions (geopark, olive farms, ) tour operators transport gastronomy! DMO as a focal point and hub of tourism stakeholders LESVOS TOURISM DEVELOPMENT STRATEGY 25

26 InstallaIon of a DMO by a Bokom- up Approach process towards a DMO: bring local concepts on a higher level, step by step formaion of interest groups (e.g. Visit Molyvos), open to everybody set up clear and binding rules for networking build a clear process structure through mile stones (e.g. annual meeings and group discussions)! create ownership and a way that everybody is commiked LESVOS TOURISM DEVELOPMENT STRATEGY 26

27 DMO Set- up by PPP: Hybrid Model Public neutral main USPs are public goods Public Private Partnership EU funding criical mass market- oriented thinking Private main tourism service providers lack of financial power LESVOS TOURISM DEVELOPMENT STRATEGY 27

28 Conclusion coninue improvement of sun & beach + innovate low season concentrate on few strong profiling topics sustainable development by creaing more added value on Lesvos development of unique product lines: useful to all stakeholders install stakeholder network / planorm for successful communicaion & cooperaion start process towards a DMO as public private partnership LESVOS TOURISM DEVELOPMENT STRATEGY 28

29 Thank you for your akenion! Thanks to Heinrich Böll foundaion supporing the project at LESVOS LESVOS TOURISM DEVELOPMENT STRATEGY 29

30 Forms of organisaion structures Top-down approach Information and instructions are given by the destination management organization It starts with the big picture. It breaks down from there into smaller segments. Short decision processes whole responsibility lies on the top small possibilities to participate for the interest groups Bottom-up approach Interest of all stakeholders are coordinated by the neutral moderator everybody involved equal rights tremendous pool of ideas relatively long decision process Interest conflicts In order to make sure: Regular meetings for coordinated actions Qualifizierte Mitarbeiter LESVOS TOURISM DEVELOPMENT STRATEGY 30