The Future of Multi Destination Travel

Work Session
A future for multi-destination travelto Europe
San Francisco, oct. 25th 2010

Program of thismorningwork session
8.15-9.00. Upper Rhine Valley
Philippe Choukroun, Director of Alsace Tourist Board
9.00-9.30. National Tourist Offices Belgium/Germany/Netherlands/Switzerland
9.30-10.20 . Questions & Answers-debate
10.15-10.20 . Wise words and conclusion ,
Harry Dalgaard, President of Avanti Destinations.

Philippe ChoukrounDirector, Alsace TouristBoard San Francisco, oct. 25, 2010
Project leader:

Did you say U.S.P. ?

Three countries – one destination
Due to its location at the heart
of Europe, the tri-national
metropolitan region is easily
accessible and embodies European
unity like no other region.

European Parliament, Strasbourg
Heritage

Palatinate
Alsace
Black Forest
Region Basel
North West Switzerland
Upper Rhine Valley

Surface area: 21,518 km²
Population: 5.8M
Overnight stays: > 17M
Tuscany benchmark
Surface area: 22,990 km²
Population: 3.6M
Overnight stays: 19.7M

Palatinate
0.9M roomnights
including 0.037M foreign visitors
Alsace
5.8M roomnights
including 2.2M foreign visitors
Strasbourg: 2M
Colmar: 0.6M
Mulhouse: 0.6M
Number of visitors
Strasbourg by boat: 0.74M
Haut-Koenigsbourg: 0.5M
Ecomusée: 0.35M
Mulhouse Zoo: 0.33M
Unterlinden Museum: 0.24M
Car Museum: 0.19M
Region Basel
North-Western Switzerland
2.43M roomnights
Including 1.1M foreignvisitors
Basel city: 1M
Basel countryside: 0.25M
Number of visitors
Basel Museums: 1.65M
Basel Zoo: 1.7M
Rhine Falls: 1.4M
Basel Theatre: 0.18M
Augusta Raurica: 0.14M
Roomnights and visitors
Black Forest
8.6M roomnights
including 1.7M foreignvisitors
Karlsruhe: 0.8M
Baden-Baden: 0.8M
Freiburg: 1.2M
Number of visitors
Europa Park: 4M
Caracalla Spa / Friedrichsbad Baden-Baden: 0.62M
Baden-Baden Casino: 0.2M
Steinwasen-Park: 0.3M
Karlsruhe Theatre: 0.3M
Freiburg Theatre: 0.23M
Festpielhaus Baden-Baden: 0.2M

Accessibility
NEW !
 FromDecember 2011 :
New TGV services from Frankfurt, Germany to Marseille via Strasbourg and Mulhouse.

Main Attractions covered by the
Upper Rhine Valley Project
Heritage and greatcities
Wines and Gastronomy « Art de Vivre »
Arts and Culture
Events and Traditions
Nature

Project content
Joint destination marketing overseas markets
Cross-border cooperation in training and innovation

Marketing projects
Actions
Travel Agent Event in Montreal, Canada
SpecialUpper Rhine Valley Day at the Shanghai World Expo in September 2010
Sales Guide and websitewith suggestion of itineraries (under construction)
Media and TO Workshops
in Japan, USA…

Training and innovation projects
Actions
Best Practice groups
Launching of a masters degree in cross border productdevelopment
Set up a network of tourism service providers in the 3 border countries
Exchange programs for employees, trainees,
and interns in the Upper Rhine Valley

PRODUCTS DEVELOPED,
a few examples…

Gastronomy and Wines
Rhine Cruise : June through September 2011 :
 3 countries, 3 Chefs

Strasbourg quay
Heritage

“ Weidling Bridge ”, Basel
Heritage

“ Neuf-Brisach”, France
“ Breisach”, Germany
Strasbourg quay

“ Petite Venise ”, Colmar
Heritage

Wine and Culture
 2 nights in Alsace, France
 2 nights in Baden, Germany
Ex : The French-German Wine Rally in Obernai, France
and Sasbachwalden, Germany

Arts and Culture
. Upper Rhine Museum Pass :
 190 museums over the 3 countries

Karlsruhe Palace
Heritage

Laufenburg, Aargau
Heritage

“ Ecomusée ”, Alsace
Heritage

Freiburg Cathedral
Heritage

“ Haut-Koenigsbourg ” castle, Alsace
Heritage

Theater Basel
Arts & Culture

“ Festspielhaus ”, Baden-Baden
Arts & Culture

Museum Frieder Burda, Baden-Baden
Arts & Culture

Museum Tinguely, Basel
Arts & Culture

“ Cité de l’Automobile ”, Mulhouse
Arts & Culture

Augustinermuseum, Freiburg
Arts & Culture

Christmas Market, Freiburg
Events & Traditions

Black Forest carnivals
Events & Traditions

Christmas Market, Basel
Events & Traditions

Events & Traditions

Christmas
in Alsace
Events & Traditions

Budget over the project lifetime
Project lifetime from may 1, 2009 to April 30, 2012
Total budget of about 2 000 000 euros
EU subsidy for about 50% of the total budget
Remaining 50% funded by the project's partners
Transcending borders
with every project
Project co-financed by the European Regional Development Fund - ERDF.Project co-financed by the EU

Thank you for your attention
and Welcome to the :
Copyrights : © Südliche Weinstraße e.V. - © CRTA/ List - © Basel Tourismus - © Baden-Baden Kur- & Tourismus GmbH - © FWTM/ Schoenen - © CRTA - © STG - © STG/ Achim Mende - © CRTA/ Meyer - © CRTA/ Zvardon - © KMK - © STG/ Christoph Eberle - © OTC Mulhouse et sa région/ Thomas Itty
Dagré Communication - Strasbourg

National Tourist Offices
Belgium
Annette Choynacki
Director Belgian tourist office USA and Canada

Germany
George N. Vella
Head of Sales North America
German National Tourist Office

Netherlands
Conrad van Tiggelen
Director, North AmericaNetherlands Board of Tourism and Conventions

Switzerland
Alex Herrmann
Director North America
Switzerland Tourism

Questions & Answers-debate
Multi-destination travels and niche travels markets (cruises, wine tour, historical tours, active holidays, arts and culture…)?

Travelers special needs or wishes in multi-destination travel ?

Multi-destination travel : an individual or small groups segment?

Tour-Operators+Country+Regions+Producers
how to work together?

Future of multi-destination travel ?

Wise words and conclusions
Harry Dalgaard
President of Avanti Destinations

Thank you for your attention and participation.

The Future of Multi Destination Travel

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