Smart cooperation in coastal and maritime tourism

Transcription

1 Ref. Ares(2015) /01/2015 REPUBLIC OF CROATIA MINISTRY OF TOURISM Smart cooperation in coastal and maritime tourism Encouraging transnational partnerships through clusters and networks Brussels, 20 January, 2015

2 Content Framework Clusters in Croatia Tourism Examples Conclusion

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4 Main responsible line Ministries and institutions: Clusters and SMEs Ministry of Economy (MINGO) Ministry of Entrepreneurship and Crafts (MINPO) Tourism and maritime affairs Ministry of Tourism (MINT) Ministry of Maritime Affairs, Transport and Infrastructure (MPPI) Private sector Croatian Chamber of Economy (HGK)

5 Basic documents (competencies) MINGO Strategy for Cluster Development in the Republic of Croatia lead Ministry for the Strategy for Supporting Innovation in the Republic of Croatia _14.pdf under preparation: Smart Specialization Strategy, tourism is one of horizontal areas supports and manages the Competitiveness Clusters

6 Basic documents (competencies), cntd MINPO Cooperatives Act Strategy for the Development of SMEs in the Republic of Croatia IPA IIIC project: Support to Cluster Development (analysis, reports, guides, training, action plan)

7 Basic documents (competencies), cntd MINT 1. laws on hospitality, tourism services, tourist boards, sojourn tax 2. Tourism Development Strategy of the Republic of Croatia until tourism.present.pdf 3. Croatian Strategic Marketing Plan of Croatian tourism (Croatian National Tourist Board)

8 Basic documents (competencies), cntd MMPI Maritime Development and Integrated Maritime Policy Strategy of the Republic of Croatia 2014 to HGK Tourism Department associations and affiliations in tourism

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10 Cluster Development Strategy national coordination, mapping, cooperation with EU, innovation... Innovation Strategy a platform for cooperation and financing Competitiveness Clusters - representatives of the economic sector help government in determining strategic projects and long-term goals, networking on the basis of common interest Croatian Tourism Development Strategy setting up objectives, operational strategies, action plans

11 Agency for Investment and Competitiveness List of Clusters, twelve industries in total: Food processing; wood processing; automotive; textile, leather goods and footwear; construction; medical; defense; chemical, plastic and rubber, ICT; maritime; electrical and mechanical machinery industry and technology; creative and cultural industries

12 Competitiveness clusters Competitiveness clusters (MINGO) will be used as instruments for: raising sector and regional competitiveness Internationalization cross-sector networking efficient use of ESIF lobbying branding and promotion targeting investor creating new added value Eligible for membership (example): entrepreneurs, business clusters and co-operatives, professional associations, public institutions, science/research institutions, local or regional authorities

13 HGK- associations and affiliations of: Adventure Tourism Nautical Tourism (Marinas) Charter Companies Diving Tourism Boat Owners (companies) Cultural Tourism Family Accommodation and Tourism Etc...

14 Tourism Clusters 10 possible regional clusters based on natural resources and gastronomy, culture, thematic routes, special events, tradition, heritage - tangible and intangible Geographical distribution- six littoral (Istria, Kvarner, Dalmatia-Zadar, Šibenik, Split, Dubrovnik) and four continental ones (Lika-Karlovac, Slavonija, Central Croatia, Zagreb-the capital)

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17 International tourist arrivals 2012 (in millions) 2013 (in millions) % World 1,038 1, Europe 539,7 566,3 4.9 EU ,7 433,7 4.1 Source: UNWTO World Tourism Barometer

18 Tourism in Croatia 2013 Arrivals: 12,445,378 Overnights: 72,102,892 GDP (in MN EUR): 43,478 Share of Tourism in GDP: 16,5 % Geographical distribution: sea coast 92.7 % (2014 arrivals: 13,044,080; overnights: 73,576,210) Source: CNTO, CNB,CNB

19 Capacity of marinas Number of marinas Nautical tourism harbours (anchorages, berths, dry marinas) Area of aquatorium (sq.m) 3, , Number of moors in the sea 17,454 16,940 Total lenght of coastline suitable for moorings (in meters) Total surface area of marinas on land (sq.m) 58,634 63, , ,822 Source: Croatian Bureau of Statistics

20 Cruises of foreign vessels Index 2013/2012 Number of cruises Number of sojourns Number of passengers Number of vessels for charter ,486 1, , , ,333 4, Sources: Croatian Bureau of Statistics, and Ministry of Maritime Affairs, Transport and Infrastructure

21 Croatian Tourism Development Strategy till 2020 Analysis of the competitiveness status of Croatian tourism Identification of market opportunities Ten key directions in Croatian tourism till 2020 (among which: sun and sea, nautical tourism) Vision of Croatian tourism Operational strategies, among which are: tourism product development, investments, HR development Action Plans Nautical tourism-yachting, health tourism, culture tourism, MICE, tourism for all, cycling, rural tourism, green tourism

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23 MEDCRUISE mission is to promote the cruise industry in the Mediterranean and its adjoining seas benefiting from the growth of the cruise industry by providing networking, promotional and professional development opportunities 73 members representing more than 100 ports around the Mediterranean region, including the Black Sea, the Red Sea and the Near Atlantic, plus 31 associate members, representing other associations, tourist boards and ship/port agents

24 HGK Croatian Chamber of Economy Marinas 48 highly standardized marinas ACI Adriatic Croatian International Club chain of 21 marinas Vessel chartering Boat owners registered charter companies; registered charter vessels Croatian Association of Boat Owners (companies) Croatian Association of Boat Owners (crafts) Local associations of small ship owners Diving centres 170 diving centres Croatian Association for Diving Tourism

25 Nautical Croatia

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27 Goals Brand awareness raising Offering authentic products and experiences in shoulder season periods Special presentations, study trips advertising, Web subpage Croatia BBC Earth Campaign Six key products: culture, wine and gastronomy, active tourism, wellness and health, business tourism Public-private sector cooperation Cooperation beyond administrative boundaries Why? To extend the season, achieve higher visibility and positioning

28 United Istria: Istra Inspirit project project launched by Istrian region, Istria Tourist Board and Istrian Tourism Development Agency theatre and gourmet experiences all around Istria reviving myths, legends and stories from Istrian history in an innovative and creative way authentic locations (castles, medieval towns, coal mines ) valorisation of cultural and natural heritage /tangible and intangible/ interactive performances (audience baking bread, being a part of a which trial) more than 300 actors, artists, students, volunteers and locals united local people presenting skills and old crafts presenting and selling products of local producers (wine, olive oil, truffles, cheese, eco cosmetics, lavender products ) private and public sector united (hotels and tourist agencies selling destination and unique experiences)

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30 Lošinj-DM as a Cluster

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33 HERA Project Sustainable tourism management of Adriatic HERitage HERA specific objective: "To develop a joint cross-border platform within the Adriatic area for management and promotion of sustainable tourism based on common cultural heritage" standardization of Adriatic cultural heritage sites through direct & constant involvement of local/regional actors reduce seasonality in tourism demand & promote environmentally friendly tourism feasibility will be tested by Pilot projects (Cultural Tourism Routes & Visitor Centres) 19 partners from 8 Countries: Croatia, Italy, Serbia, Montenegro, Greece, Slovenia, Bosnia & Herzegovina and Albania.

34 EUSAIR The specific objectives for this pillar are: 1. Diversification of the macro-region s tourism products and services along with tackling seasonality of inland, coastal and maritime tourism demand 2. Improving the quality and innovation of tourism offer and enhancing the sustainable and responsible tourism capacities of the tourism actors across the macro-region Focusing on two topics: Diversified tourism offer (products and services); Sustainable and responsible tourism management (innovation and quality)

35 Actions(examples): Develop transnational new clusters in the field of tourism, encouraging trans-sectorial and cross-border cooperation Further development of thematic tourism such as cultural tourism, sports tourism, eco-tourism, thermal, health and wellbeing tourism, nature tourism, historical, scholastic, pilgrim tourism, agro-tourism, rural tourism, business, or tourism, capitalising on the maritime and sub-aquatic cultural heritage, industrial heritage or the economic fabric of a region, etc. Establishing synergies between macro-regional routes and local communities Promoting rural tourism

36 Development of Rural Tourism in the Adriatic Hinterland

37 Strategic significance Enhanced touristic identity: impact on hinterland as increase of attractiveness of a new tourist destination (bringing destination closer to the coast); impact on extension of tourist season; Monitoring system for development of tourist destination; Geographical coverage Elaboration of identified projects according to the Tourist destination(s), which suits to the needs of tourist performance (ETIS system) Midterm & long-term positive effects on depopulation and unemployment Strategic contribution to social-economic cohesion, political stabilisation, euro-integration of area

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39 Associations? Affiliations? Cooperatives? Networks? Clusters?

40 Common thread: Increase competitiveness of product, service, destination Recognize common goal beyond rivalry/competition Education and training Administrative and financial support at all levels Social impact - employment, integration of industries and territories

41 Thank you for your attention! Blanka Belošević, Head of Department for International Cooperation Ministry of Tourism