Reinventing Tourism Destinations - Christopher Bruyn
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Reinventing Tourism Destinations - Christopher Bruyn

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Experts' Panel: Reinventing Tourism Destinations. Christopher Bruyn

Experts' Panel: Reinventing Tourism Destinations. Christopher Bruyn

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Reinventing Tourism Destinations - Christopher Bruyn Reinventing Tourism Destinations - Christopher Bruyn Presentation Transcript

  • Innovation in Tourism Destinations: How to make it happen?Christophe de BruynDirectorConference on Innovation in Tourism and Hospitality
  • Innovation: How to do it?2think differently include multiplestakeholdersco-creative process acrossdifferent disciplinestechnology as support
  • 3Innovation should not be limited to one aspect of the product development process, butshould be a way of approaching and thinking about the tourism experience throughout thetourism value chainTravelorganization &booking• Either invisitor´s homecountry or inintermediatedestinations• This valuechain unit isthe only oneoperated atthe visitor´sorigin, beforestarting his tripInnovation is a way of thinking about possible synergies that can be created between the different components of the valuechainTransportation• Composed ofall means oftransport toreach or leavethedestination, orto distributethe visitorswithin the areaSupportservices• Other supportservices fortouristsLeisureactivities• Tour guides,excursions,shows andevents fortourists makeup this unitTourismassets• Mainlyoperated byinstitutions,either public orprivate, whichmanageprotectedareas,museums,heritageareas, etc.Handicraft• Handricraftand SouvenirshopsFood &Beverage• Provision offood &beverageproducts forvisitors, mainlyin bars andrestaurants inhotels, fastfood outlets,roadsidevendors,kiosks, etc.• Accommoda-tion deducedfrom differentsources ofinformationAccommodation
  • 4Innovation in tourism is about understanding and anticipating the needs of the tourist/visitorbefore, during and after their experienceThere are opportunities for innovation throughout the customer experienceBookingsMake reservation easierExperiencesProvide services tothe visitors in thedestinationChoose destinationProvide solid informationDreamTourism experienceRememberMaintain therelationship throughresearch andmonitoring measuresInnovationEmotional(software)Physical(hardware)
  • Case study for a mature urban destination:Barcelona, SpainCase study: tourism experiences provided bylocal residents – SpainCase study: selling rooms by hours – BarcelonaSpainCase study for a declining sport facility: Spa-Francorchamps - Wallonia, BelgiumCase study for a themed resort destination:Lefkadia Black Sea, RussiaCase study for an emerging destination: KarsEastern Anatolia TurkeyCase study for a whole rural territory: Serbia5
  • How to make it happen?Case Studies: Barcelona, SpainProduct innovation challengeTo further develop the successes of Barcelona as an international destination for business and leisure, while at thesame time address the important issues of including the citizens in the product experienceChallenge• Strengthening international positioning, differentiate product offer anddevelop high quality tourism.• Decentralize product offer: from the traditional icons to new icons• Involve local citizens as a key tourism market and showcase thepositive elements of tourism• Improve the use of technology• Improve the competitive positioningHow to make it happen?• Consultation with multiple stakeholders from different industries andplayers in the tourism value chain• “Back to the Future” vision sessions• T&L Concept Development Lab: creative workshops with experts6
  • Context of product developmentHow to make it happen?Case Studies: Barcelona, Spain• Barcelona is recognized as one of the most successful tourismdestination in Europe and is the second highest MICE destination.• Since the Olympic Games in 1992 has shown strong growth• With more than12 million tourists in 2010 it is one of the mostcompetitively positioned cities in the world.• Challenge of remaining competitive in its positioning• Challenge of including the local population as key consumers oftourist products• Furthermore it faces the challenges of decentralizing the touristattractions and involving a wider destination concept in thepositioning of the city7
  • Product innovation solutionHow to make it happen?Case Studies: Barcelona, Spain“Involve local community as key benefactors ofthe development of tourism”• Involve local citizens in the tourism products and target themas a main source market.• Show the benefits of tourism to local community• Engage the tourists in the local activities in differentcommunities in the city, so that they feel part of the city´scommunity• Citizens to temporary tourists; tourists as temporary citizens• Support the exchange and interaction between the touristand visitor8
  • Product innovation solution“Use technology as a way to communicate withvisitors keeping them informed and update on thevariety of experience in and around the city”• New technologies are used as a key way to develop products, togive the user flexibility to create their own products and to beinvolved with the activities in the destination• Actively promote the way in which tourism can be a positiveinfluence on the community• Push the boundaries of micro products and product extensions• Use technology to create the overall product experience and tolink the visitor between different micro-destinationsHow to make it happen?Case Studies: Barcelona, Spain9
  • 10Case study for a mature urban destination:Barcelona, SpainCase study: tourism experiences provided bylocal residents – SpainCase study: selling rooms by hours – BarcelonaSpainCase study for a declining sport facility: Spa-Francorchamps - Wallonia, BelgiumCase study for a themed resort destination:Lefkadia Black Sea, RussiaCase study for an emerging destination: KarsEastern Anatolia TurkeyCase study for a whole rural territory: Serbia
  • 11How to make it happen?Case Studies: Trip4realMore than 100 micro experiences to enjoy under the guidance of a local resident throughout 5 Spanish regions/cities
  • 12How to make it happen?Case Studies: Trip4realEach experience is unique because also the experience provider is unique!
  • 13How to make it happen?Case Studies: Trip4realEach experience is unique because also the experience provider is unique!
  • 14Case study for a mature urban destination:Barcelona, SpainCase study: tourism experiences provided bylocal residents – SpainCase study: selling rooms by hours – BarcelonaSpainCase study for a declining sport facility: Spa-Francorchamps - Wallonia, BelgiumCase study for a themed resort destination:Lefkadia Black Sea, RussiaCase study for an emerging destination: KarsEastern Anatolia TurkeyCase study for a whole rural territory: Serbia
  • 15How to make it happen?Case Studies: Hotel room by hours
  • How to make it happen?Case Studies: Hotel room by hours
  • 17Case study for a mature urban destination:Barcelona, SpainCase study: tourism experiences provided bylocal residents – SpainCase study: selling rooms by hours – BarcelonaSpainCase study for a declining sport facility: Spa-Francorchamps - Wallonia, BelgiumCase study for a themed resort destination:Lefkadia Black Sea, RussiaCase study for an emerging destinatiion: KarsEastern Anatolia TurkeyCase study for a whole rural territory: Serbia
  • Challenge• Integrate two opposing concepts of nature (quietness) and the circuit(noise, pollution) into one concept/product.• Involvement of local villages around circuit : Spa, Malmedy andStavelot)• Create a new regional destination and integrate local existing leisurecomponents• Create a project which is economically, socially and environmentallysustainableHow to make it happen?• Use technology to support the destination?• T&L Concept Development Lab: creative & innovative workshops withthe client and internal workshops, participation of nature and sportexperts• Benchmarking and site visits, consultation with public and privatestakeholders• Placemaking techniques• Market studies and feasibility studiesProduct innovation challengeCreate an integrated destination and revitalize existing products which are facing increased competition andtransform it into a sustainable product with a competitive positioning18How to make it happen?Case Studies: Spa-Francorchamps, BelgiumSource: OBM
  • How to make it happen?Case Studies: Spa-Francorchamps, BelgiumContext of productThe destination of Spa- Francorchamps is located in south-eastern Belgium in the province of Liège (Ardennes). Itis an area of natural beauty and is popular for sports and eco-tourism. It is perfect for a holiday centred onextreme sports as well as being ideal for hiking and exploring nature.• Spa-Francorchamps destination: Spa, Stavelot, Francorchamps andMalmedy.• Each ones adds value to this tourist area while all share commoncultural traits.• Francorchamps is situated in the heart of the destination and is famousfor its Formula 1 circuit and its Grand Prix.• Spa is the thermal waters centre and is labelled as Europes café, Spawas recognized as a holiday resort due to its casino, thermal cures andgolf course.• Stavelot carnival is an internationally renowned event, famous for itswhite-clad "Blanc Moussis" participants.• Malmedy is surrounded by nature and with numerous springs19
  • • Main welcome area• Satellite welcome area• Virtual welcome area• Travel planner• Welcome boards”The physical orvirtual welcomecentres are thestarting point of thevisitor experience”• Tree village• Nature & AdventurePark• Adventure Games“Forest adventures,walks, discoveries,relaxation andrecreation for thewhole family”• Events• Energy-MotionInnovation Centre• Museum of the Historyof Spa-Francorchamps“Adrenaline thrill ofmotor racing, fun andinnovative activitieslinked to new greentechnologies”20How to make it happen?Case Studies: Spa-Francorchamps, BelgiumProduct innovation solutionSource: OBM
  • How to make it happen?Case Studies: Spa-Francorchamps, BelgiumProduct innovation solution“An ecological transport system to discover thedestination”• Destination Spa-Francorchamps has good transport infrastructurewith a network of road, motorways and bike trails of good quality.• Create new roads and bike trails to complement the existingtransport network.• Develop an environmentally friendly transport system in order tomove easily between the different attractions• E.g. small electric buses or electric cars, electric bicycles, electricscooters.“An interconnected regional destination”• Wide variety of activities in the Spa-Stavelot-Malmedy triangleand on the the Hautes Fagnes plateau• Employment opportunities• Regional experience: synergies between the new project andexisting activities• Develop network from existing operations• Develop new sites such as the Hockai golf resort or the balloonlaunch site between the circuit and the town of Malmedy.• Adrenalin thrill of motor racing linked to new green technology21
  • 22Case study for a mature urban destination:Barcelona, SpainCase study: tourism experiences provided bylocal residents – SpainCase study: selling rooms by hours – BarcelonaSpainCase study for a declining sport facility: Spa-Francorchamps - Wallonia, BelgiumCase study for a themed resort destination:Lefkadia Black Sea, RussiaCase study for an emerging destination: KarsEastern Anatolia TurkeyCase study for a whole rural territory: Serbia
  • How to make it happen?Case Studies: Lefkadia, RussiaProduct innovation challengeTo develop a new destination which provides an innovative interpretation of wine and nature tourism, while at thesame time maintaining and preserving the agrarian landscape.Challenge• To develop a new destination which leverages the natural beauty of thesite while at the same time preserving and protecting it• To create a wine resort concept which is unique in RussiaHow to make it happen?• Close consultation with architects and urban planners who believe insustainable design.• Innovation: use of landscape to protect, preserve and enhance its naturalbeauty.• T&L Concept Development Lab: creative workshops with experts• Placemaking techniques23
  • How to make it happen?Case Studies: Lefkadia, RussiaContext of productLocated in south east Russia in the province of Krasnodar, 50 km from the Black Sea, which is a growing leisuredestination with high investment by the government.• Wide tourism infrastructure concentrated around the BlackSea and Azov Sea with major investment is planned for theregion with the Sochi Olympics 2014• Coastal area with summer resorts and beaches, mountains(ski resorts in Sochi area)• Forests areas for hunting, rural landscapes, cultural andheritage sites.• Site is an area of natural beauty which combines mountain,valleys, lakes and forests (an oasis of calm and tranquillity)• Pioneering mixed use project in Krasnodar combining wineand wellness, defining a new quality in hotel and real estatedevelopments in the region• Strong market fundamentals, with limited quality supply andan increasing demand for a high quality offer which is notbeing met in the Russian domestic market24Source: Hart Howerton
  • How to make it happen?Case Studies: Lefkadia, RussiaProduct innovation solution“Comprehensive master planning anddevelopment strategies which optimise theeconomic, social and environmental benefits ofthe project”• A project concept that is a true model for sustainabledevelopment• A coordinated approach to environmental, social andconsequently, financial successes where sustainablestrategies are embedded into the DNA of the project• The values of the destination should define the prioritiesfor development• Integrated approach to sustainability, to ensure that thevalue of the project is enhanced25valueEnvironmentalEconomicvalueSocialvalueSource: Hart Howerton
  • How to make it happen?Case Studies: Lefkadia, RussiaProduct innovation solution “The natural landscape must be preserved,protected and enhanced”• Genuine environmental sustainability: project design maximisesenvironmental benefits with minimum cost• Make smart choices about how to develop in a place by workingwith the natural features of the land• Entire conceptualisation process is driven by sustainabilityobjectives.• Master Plan designers should preserve and maintain the naturallandscapes of the project, while at the same time identifying realsolutions for the site for the management of impact on theenvironment.• Responsible consumption is increasingly important to customers• New destinations, particularly in rural areas, have an opportunity tobecome leaders in environmental sustainable products26Source: Hart Howerton
  • 2727Case study for a mature urban destination:Barcelona, SpainCase study: tourism experiences provided bylocal residents – SpainCase study: selling rooms by hours – BarcelonaSpainCase study for a declining sport facility: Spa-Francorchamps - Wallonia, BelgiumCase study for a themed resort destination:Lefkadia Black Sea, RussiaCase study for an emerging destination: KarsEastern Anatolia TurkeyCase study for a whole rural territory: Serbia
  • How to make it happen?Case Studies: KarsProduct innovation challengeThe UNWTO Volunteer Programme aims to identify specific tourist products that can be developed in Kars province, Eastern Turkeyand link them with the appropriate market segmentsChallenge• Identify and create potential tourism products, routes anditineraries by linking the appropriate tourism assets• Identify and reduce gaps constraining development• Sustainable model for maximizing economic and social value,while minimizing both environmental impacts• SME’s development for income generation and job creation• Pro poor tourism for poverty alleviation and social integrationpoliciesHow to make it happen?• Visit and technical analysis of tourism assets• Portfolio of tourism products: integrating activities or routeslinking tourism assets• Develop commercial scope for tour operators and tourists• Tourism asset management for maximizing resource value• Marketing and information delivery systems28
  • Context of productThe project develops Sustainable Cultural Tourism Policies for the region of Kars by enhancing tourism economicimpact and contributing to social cohesion• The Kars Province is located in the Eastern Anatolia Region and sharesits borders with the Republic of Armenia• The province stretches across 9,500 km2 of land and has a population ofabout 323,000.• The rich historic background of the province is reflected by numeroussites like the ancient city of Ani and the city of Kars.• Kars also has a wealth of fauna and flora that is being conserved by theKars-Igdir Biodiversity Project.• The region has more than 300 species of birds out of the 400 speciesfound in the country.How to make it happen?Case Studies: Kars29
  • Product innovation solution“Creation of Cultural, Winter and Natureroutes, itineraries identified for thedestination Kars”• Product development analysis starts by defining productcategories according to current tourism trends and touristdemand motivations• Definition of complete product portfolio attractivethroughout different seasons• Kars has the potential to become a destination that offersthree main types of tourism experiences:• Cultural Tourism• Winter Tourism• Nature and Ecotourism• 33 tourism routes and itineraries have been identified andclassified with as basic-, complimentary-, and auxiliaryproductsHow to make it happen?Case Studies: KarsSarikamis Ski ResortSarikamis’ battle fieldsKaterina’s hunting mansion/The mosque of Kazim KarabekirBorluk ValleyKars City Cultural HeritageSusuz waterfall/Susuz Mud BathsCildir lakeKuyucuk Bird’s LakeSosgert castleBassuregel castleAni Antique CityMagazbert CastleFive churches of DigorKechivan CastleWall paintingsAras Rivera CanyonKars International Caucasus FestivalSNOW (Orhan Pamuk)CultureNatureWinterCildir/ KuyucukAniDigorKagizmanSarikamisKars CityWinter tourismCultural tourismLegendNature/ EcotourismUnique/ InternationalAgri DagiKaragol-SaharaNational ParkProduct development in Kars Tourism DestinationClustersCultureNatureWinterSarWinter tourismCultural tourismLegendNature/ EcotourismUnique/ International30
  • How to make it happen?Case Studies: Kars31Basic ProductsCultural tourismAn Encounter withCaucasian Cultureand CivilizationThe Ancient Splendorof KarsProtected Nature andCultural HeritageThe Cultures aroundNoah’s AdventureMystical KarsEastern AnatolianAdventureWithin the 21 cultural productscreated in Kars Province, 6 aredefined as basic encounteringthe main cultural assets of theProvince
  • 323232Case study for a mature urban destination:Barcelona, SpainCase study: tourism experiences provided bylocal residents – SpainCase study: selling rooms by hours – BarcelonaSpainCase study for a declining sport facility: Spa-Francorchamps - Wallonia, BelgiumCase study for a themed resort destination:Lefkadia Black Sea, RussiaCase study for an emerging destination: KarsEastern Anatolia TurkeyCase study for a whole rural territory: Serbia
  • How to make it happen?Case Studies: SerbiaProduct innovation challengeTo develop a Rural Tourism product which differentiates rural Serbia from its competitors and develops a productwhich can play a key role in the diversification of the Serbian economyChallenge• Leverages the natural and cultural resources• Diversification• Involve local communities• Sustainability: economic, social, environmentalHow to make it happen?• Extensive collaboration with multiple stakeholders including nationaland local government, national and regional tourist organizations,entrepreneurs, associations, collaboration with UNWTO, UNDP, UNEP,UNICEF and FAO• Market research, surveys, interviews and international benchmarking• Multi-stakeholder workshops and meetings33
  • Context of productRural Tourism has been identified by the government of Serbia as one of the key development areas for thediversification of the Serbian rural economy, which is highly dependent on the agricultural sector.How to make it happen?Case Studies: Serbia• 85% of the Serbian territory is rural• Approximately 75% of the rural economy engaged in subsistencefarming.• Despite the wealth of natural and cultural resources, rural areassuffer from high rates of unemployment, depopulation and loweconomic activity• Rural Tourism already exists in Serbia: Western Serbia, CentralSerbia and the autonomous province of Vojvodina• Many gaps in the Tourism Value Chain• A recent study by the UNWTO shows that this product has greatpotential to create economic, social and environmental value forSerbia.34
  • How to make it happen?Case Studies: SerbiaProduct innovation solution“Rural Tourism development requires anunderstanding of its synergies with other typesof products”• Rural Tourism has synergies with other products in ruralareas• Cultural Tourism: Heritage (castles, monasteries,UNESCO World Heritage sites), Ethno villages &Events, Wine & Gastronomy• Nature & Earth: eco-tourism, agro-tourism, mountains,rivers, lakes• Sport & Adventure (lakes, rivers, mountains)• Special Interest (hunting, fishing, bird watching)• Family & Child• Nautic & Cruise• Importance of the interaction and involvement of the localpeople in the development of the tourism experience.35RuralTourism
  • Product innovation solutionHow to make it happen?Case Studies: Serbia“Rural Tourism clusters which links and connectdifferent areas throughout the territory”• 12 Rural Tourism Clusters throughout territory• Clusters have variety of products while at the same time havecore “flagship” products which build their identity• Clusters create identity for the Serbian Rural Tourismexperience by connecting different territories through products• Products like ethno-villages, Cultural Tourism, Sport &Adventure, Nature & Earth Tourism are found in all clusters• E.g. Lower Danube Cluster:• Agro-tourism, ethno-villages, gastronomy and winetourism• Cultural Tourism (Viminacium archeological park -UNESCO Word Heritage Site, Golubac castle)• Sport and Adventure• Nature and Earth tourism (including ecotourism) alongthe Danube river and Djerdap National Park.• Nautical Tourism on lakes and rivers• Special Interest36
  • 37Innovation is about collaboration between different stakeholders, break classicproduct development frameworks through a highly creative processInnovation in product development should be fostered using the inputs from different stakeholdersVisitorsLocalcommunitiesExperts inexperiences/Leisure andedutainmentNational,Regional andLocal TourismOrganisationsTourismindustryexpertsTourismcompaniesNational,regionaland localgovernmentAcademicspecialistsvvvvSocialsustainabilityEnvironmentalsustainabilityEconomicsustanabilityInnovation
  • Innovation is results orientatedInnovation is realMakes business senseCreates valueIs sustainable: people, places, businessesDELIVERS MEASURABLE RESULTS38
  • Head OfficeBARCELONA, SpainCarabela La Niña 1208017Tel: +34 93 206 43 43Fax: +34 93 280 35 16www.tladvisors.comLISBOA, PortugalAv. Duque d’Avila, nº 46 2ºA1053-083LisboaSAO PAULO, BrasilRua James Joule, 926º andar-conjunto 6204576-080BrooklinNovo Sao PauloMILAN, ItalyVia Fatebenefratelli, 2620121MilánEspace Saâda, km 3,4Avenue Mohamed VI10000 RabatRABAT, MoroccoMADRID, SpainMaría de Molina , 54 5a pl28006 MadridDUBAI, United Arab EmiratesIndigo Tower, Office 706Jumeirah Lakes TowersP.O. Box 71645, Dubai, UAETourism & Leisure Europraxis provides specialized consulting servicesfor the tourism, hospitality , leisure and sport industry, offering anintegrated range of professional services in both operational andstrategic areas.Tourism & Leisure Europraxis is part of the Indra group, listed on theSpanish stock exchange.T&L is a UNWTO Affiliated Member and UNWTO Knowledge NetworkMember . T&L has collaborated with the UNWTO in variousinternational projects.Contact person:Christophe de Bruyn, Director T&L EuropeBarcelona officecdebruyn@tladvisors.com39