Experiences and Challenges of Urban Tourism in Croatia Sustaining Identities EUROMEETING 2012.

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1 Experiences and Challenges of Urban Tourism in Croatia Sustaining Identities EUROMEETING Area 56,594 km 2 Population 4,5 mln CCE TOURISM DEPARTMENT FFKT

2 Background Experiences Users Best Practices and Model development issues Challenges CCE TOURISM DEPARTMENT 2 2

3 CROATIAN TOURISM Pola 1c. Vespasian Foreign Arrivals (in mn ) Foreign overnights (in mn) Revenue Revenue per capita GDP tourism share % 14% 14.40% Of total exports 37.60% 39.50% 35.20% 35.10%

4 CROATIAN TOURISM 2011 International Tourist Arrivals ,1 56,7 International Arrivals (in mil) 2011 Europe Source: UNWTO Barometer 46,1 CROATIA 20th by population ,3 28,3 28,4-14th by tourist arrivals ,7 21,4 16,4 13,4 11,3 10,3 9,9-16th by tourism receipts 0 France Spain Italy Turkey Germany FFKT7. CROATIAN CHAMBER OF ECONOMY United Kingdom Austria Russian Fed. Ukraine Greece Poland Netherlands Hungary Croatia Source: UNWTO Highlights

5 CROATIAN TOURISM 2011 TOP MARKETS Germany 20% Slovenia 11 % Italy & Austria 8% Czech 7% Hungary 5% Netherlands 4%

6 Origin: Ancient Roman Spalato, Brioni leisure and activity Pola events, religious Aquae Iasae, Balisse, Vivae thermal inspiration Narona imperial tourism FFKT7. 6 6

7 Sustainability - CULTURE / HERITAGE: Meaningful city experience,

8 Who is it for? EU Cultural participation Activity in this category practised by more than 50% of the population (EU-27) that VISITS HISTORICAL MONUMENTS. Source: European Commission - Special Eurobarometer 278.

9 Who is it for? EU Cultural participation The findings in relation to social status or level of education confirm that use of cultural facilities tends to increase in line with financial and, particularly, socio-cultural resources. People at managerial level have the highest rates for visiting museums or historical monuments and for attending theatre and ballet, while students are the most numerous for cinema-going, library use and attendance at concerts. Source: European Commission - Special Eurobarometer 278.

10 Watched culture on TV/radio Read a book % of respondents who in the last 12 months have at least once: Visited a historical monument Been to the cinema Visited museums or galleries Been to a concert Visited a public library Been to the theatre Been to the ballet or opera EU Belgium Bulgaria Czech Rep Denmark Germany Estonia Ireland Greece Spain France Italy Cyprus Latvia Lithuania Luxembourg Hungary Malta Netherlands Austria Poland Portugal Romania Slovenia Slovakia Finland Sweden UK Source: European Commission - Special Eurobarometer 278.

11 Household cultural expenditure Cultural spending comes under the heading of leisure and culture expenditure. In this sense the activities related to attending cultural events (cinema, theatre, concerts, museums, galleries and others) participate with 13% in household expenditure. Source: European Commission - Special Eurobarometer 278.

12 HERITAGE IN TOURISM 4 meanings* Formal and unformal education Tourism attraction Global perspectives Local identity Economic regeneration Local perspectives Consumer FFKT7 12 *Miller, Sue. Heritage Management for Heritage Tourism

13 Major motivation for EU tourists main holiday 50% EU - individuals 30% out of the beaten track

14 TRENDS Fragmented stays eatertainment Value for money Leaving the zone of hipermaterialism designoholics Destination CONSUMERSPHERE sensual shopping Symbolic spaces coherent Cultural concentrations Emotional search Authenticity Individualism Green consumerism New healthy destinations -Myth of the location -

15 URBAN HERITAGE TANGIBLE & INTANGIBLE Dynamic, still healthy city offers is rivalled by its density and depth, its capacity for making available layer upon layer of human history, not merely through its own records and monuments, but through distant areas that its great resources make it possible to draw upon...,

16 SUSTAINABLE URBAN TOURISM Cities - SYMBOLIC DESTINATIONS Offering symbolic values, the spirit of rich spaces City: the best organ of memory man has yet created - the best agent for discrimination and comparative evaluation... The rythm of life in cities - an alternation between materialization and etheralization: - Living culture, ways - Memories, Values - Myth. (L.M.)

17 FFKT7. CROATIAN CITIES Rovinj Poreč Dubrovnik Zagreb Šibenik Zadar Nin Split Vinkovci

18 Zagreb 22% Continent 26% Coastal area 52% Source:NBS CULTURAL CONCENTRATIONS: MUSEUMS FFKT7. 18

19 Concentrations Source:NBS COUNTIES: Museums Visits Tourists Bednights Dubrovačko-neretvanska ,7 mil Zagreb &Zagreb county ,2 mil Istrian ,0 mil Zadar ,4 mil Splitsko-dalmatinska ,2 mil Primorsko-goranska ,7 mil Šibensko-kninska ,9 mil Ličko senjska ,6 mil Peak of the season

20 URBAN TOURISM?

21 Market sources: Smaller, richer countries in north-western Europe Market growth expected primarily from Asia Activities Sightseeing, Visiting museums, Soaking atmosphere 2005 results 131 cities Trends: Not only older people but the year old tourists are an important group Culture is the most important motivation for city trips More trips to smaller and new EU regions Traditional cultural tourism cities: loose market share to the relatively new destinations in Central and Eastern Europe

22 Risks Increasing visitors numbers - negative effects on historic inner cities and World Heritage Sites Decreasing hospitality, overcrowding, loss of authenticity and possible damage to the historic environment. Cultural tourism in Europe is traditional (primarily museums and cultural heritage) rather than innovative. The traditional cultural tourism cities will lose market share in favour of new destinations with innovative products, such as signature architecture, new lifestyles and the creative industries Opportunities Product development: Cultural diversity and ethnicity, culinary culture, festivals and events, fashion, design and signature architecture Cultural themes or cultural theme years - a way of getting parties to work together: For some visitors culture is the prime motivator, for others the (historic) decor in which the visit takes place is of importance. Linking creative industries with traditional cultural products becomes important

23 CONSUMERSPHERE today

24 Holistic approach : Know thyself Spiritual Events Health Sports -activites Art 25/05/2012 FFKT7. FFKT

25 Destination building FFKT

26 High investments?

27 Challenges model development Lesser developed and destroyed areas Touristically virgin areas Demography BUT: HUMAN MEASURE

28 CULTURAL TOURISM AFFILIATION promoting integrated approach to sustainability TA 144 MIUSEUMS 54 INTERPRETI 19 ~900 ACT ARHEO 20 MICE RESTAURANTS 50 28

29 HISTORIC CULTURAL CAPITALS HISTORIC THERMAL WALLED CITIES networking MEGA CITIES ICONIC THEMATIC DESTINATIONS INDUSTRIAL BAROQUE RENEISANCE ROMANESQUE ROMAN ARCHAEOLOGY MICRO CITIES POLITICAL BUSINESS CREATIVE CITIES LEISURE ART, EVENTS,FESTIVALS, TRADITION

30 Micro city destinations - In Stone Carved Life stories 1700 years of the Emperors Palace in Split Historic city RETAINS, by reason of its amplitude and its long past, a larger and more various collection of cultural specimens than can be found elsewhere...(l.mumford)

31 Sustaining functions? FFKT7. 31

32 What do we have?

33 Model Development - Integrated approach Culture, art, history Structural content Museums galleries, events Eno-gastronomy Culinary delight Šokolijada Acconmmodation Signalisation and information Sustainability jlllllll Travel agents Accessibility And Parking CCE Kitesurfing playgrounds thematic gardens walkways 33

34 Sustaining meanings: NIN (PRESERVING) ARESTHETICS ZONE: SALT MUSEUM Events Evaluation Protection Facilities and hospitality Mapping memories organizations Interpretation attitudes people Presentation values 34

35 Sustaining meanings Creating Emotional attachment

36 PD: NIN FUTURE??? INVENTING NEW COMFORT ZONE NEW VISITORS???- SUPERSEGEMNATION OPAL Fun seekers LOHAS Femigration Families Serenity seekers Homo aesteticus Homo medicus Homo spiritus 36

37 CHANGING CONTEXT OF URBAN ENVIRONMENT CONSUMERS Demand Niche Activity Creativity OPAL (baby boomers/ Grey panthers Silver/golden generation FAMILIES BUSINESS GEN X (often DINK) GEN Y LOHAS Millenials Contemplation Medical Health Spiritual needs Edu/emotainment Inspiration Creativity Challenges Energyzing... Stimulation Wisdom. Rest & recreation, wellness Art, Culture religion History Creative FFKT7. Walking, shopping, Medical treatments Balooning, bicycling Enogastronomy... Tasting Riding Eco-cultural & volontery.. Mindness Comtemlation cleaning swamps, rebuilding... Participation express oneself Learning songs singing Painting, Photo safary.. Culinary workshops, olivepicking Pottery workshops Language learning. 37

38 Recognition of human spirit

39 Antique glass Museum Creativity through ages Sustaining meanings Zadar

40 Sustaining creative dynamism Zadar Polisensual

41 Sustaining meanings VINKOVCI LOCAL COMMUNITY JOB CREATION - WOMEN NGO Arcaheology TRANSFORMATION PROCES VIABILITY OF INDUSTRY -SOUVENIRS -LOCAL PRODUCTS -FASHION&DESIGN PROMOTING AWARENESS INOVLVMENT OF ALL STAKEHOLDERS City, travel agencies,institutions,mues ums, NGOs TERRITORIAL COHESION Archaeology, Heritage, Tourism, Community

42 Sustaining meanings : ROVINJ Batana Museum - CREATIVE AND UNIQUE FFKT7. 42

43 CCE BEST PRACTICES : Creative resources Business club Assessment

44 Vibrant cities Quality Uniqueness Personality Diversity Professional support Authenticity Lifestyle Identity Space quality SUSTAINABILITY

45 Challenges UNCONNECTED EXPERIMENTAL MODELS Partnership coordination Opening Distribution channels travel industry Visitor management Opportunities Clusters and routes Resources management identity Cultural hubs Creativity hubs EXPERIENCE

46 Sustaining meanings Managing experiences CONTEMPLATION REST & WELLNESS Combining Experience levels (CULINARY) INSPIRATION. CREATIVITY PROVOKING REACTION FFKT7. FUN AND EDUCATION 46 PARTICIPATION

47 MODEL DEVELOPMENT CREATING Theme Oriented Niche Support Eco tourism MICE tourism Culinary tourism Event tourism Walking tourism Educational tourism FFKT7. Archaeologi cal tourism Creative tourism Contemplative tourism Micro Chic tourism Religious tourism 47

48 Future models? cities microcosmos symbolic destinations THEMATIC APPROACH COMPATIBLE APPROACH - micro-destinations evaluating HISTORIC IDENTITIES - policentric SUSTAINABILITY ECONOMIC SOCIAL CULTURAL INNOVATIVE APPROACH NEW PRODUCTS DEVELOP. INSPIRING DESTINATIONS FFKT7. development of TERITORIAL NETWORKING RAISING AWARENESS OF COMMON VALUES AND GOALS CONSUMERS APPROACH- CONSUMERSPHERE - experience management - holistic recovery 48 48

49 Sustainable Urban Tourism Environment Q life Local community Job creation Q experience Visitor Responsibility Urban Destination FFKT7. Symbolic values Spirit of the space Layers of meanings 25/05/

50 The Future FRESH COMPETITIVE DISTINCTIVE EUROPEAN MICRO-DESTINATIONS New quality standards for: urban cultural tourism product destination identity sustainability

51 Tourism A Quest for HAPINESS??? 1. Paradise 3. Garden of knowledge 2. Hedonists garden HAPINESS? PARADISE LOST FFKT

52 PARADISE REGAINED? Marcus Aurelius O world I am in tune with every note of thy great harmony Living cityscapes become mindscapes soulscapes Offering meanings as opposed to global placelessness FFKT

53 Croatian Chamber of Economy TOURISM DEPARTMENT Roosevelt Sq. 2, Zagreb Tel turizam@hgk.hr 53 53