LIGATNE VILLAGE-‐STORY OF THE PEOPLE AND THE PAPER-‐MILL Inese Okonova Culture and Tourism Centre of Ligatne Ligatne, February 2013 LATVIA
THE CASE IS BROUGHT TO YOU BY FOR FURTHER INFO, PLESE CONTACT CASE PROFILE Culture and Tourism Centre of Ligatne Inese Okonova Inese Okonova E-‐mail: email@example.com Inese.firstname.lastname@example.org; email@example.com Phone: +371 2640 8806 +371 28395513; +371 2640 8806 GENERAL INFORMATION ABOUT THE DESTINATION Ligatne region local government Culture and Tourism Centre of Ligatne Surface-‐Ligatne town: 7,4 km2 ; Ligatne region: 167,7 km2 Inhabitants-‐ Ligatne town: 1 000 inhabitants; Ligatne region: 4 045 WHERE TOURISM PROFILE Tourism Arrivals: ~ 170 000 in 2012 Culture and Tourism Centre of Ligatne and Gauja Na[onal Park (whole territory of Ligatne is a part of the na[onal park)
WHY – THE REASON FOR ACTION HOW WHAT THE CASE IS ALL ABOUT? 1815 Konrad Kyber and Justus Storch, 2 German 1. Owners of the Mill takes a decisive ac[on and change the raw-‐tradesmen from Riga came to Ligatne village and founded a Paper-‐ material used in the produc[on from wooden pulp to waste-‐Mill. paper moving to re-‐cycling . 1890-‐[es factory is owned by the Mentzenforﬀ family and an 1.1. The Mill gets involved in the tourism exemplary workers’ village and a developed social system is development allowing guided tours in the produc[on developed. and showing both the industrial heritage and also 1960-‐[es industrializa[on in the USSR reaches its peak. 1 000 nature-‐friendly solu[ons of nowadays. workers are employed in the mill 2. Municipality takes a decision to preserve the local industrial 1990-‐[es USSR collapses, majority of factories in Latvia are and cultural heritage and develop tourism as one of the going bankrupt, unemployment is growing, people are leaving priori[es. towns and heading to the capital-‐ Riga and abroad, the industrial 2.1. Major project, co-‐ﬁnanced by ERDF is launched village preserving its look from end of 19th Ct is undervalued, to build two tourism trails aimed to focus on cultural wooden architecture considered as old barracks. heritage of Paper-‐Mill village; 2.2. Tourism informa[on centre is founded; 2.3. Local people are trained to work as the guides; WHY – ISSUES AND CHALLENGES 2.4. Marke[ng and public rela[on ac[vi[es are • Paper-‐Mill facing bankruptcy or major changes; commenced • Village facing modernizaVon or reconstrucVon and preservaVon; • People facing moving to Riga, emigraVon or adopVon to the new environment Successful co-‐opera[on of local authority and private business Local community beneﬁts from tourism development; nature beneﬁts from eco-‐friendly produc[on
RESULTS-‐BENEFITS WHY SHOULD BE SHOWCASED? 1. 10 local people ge^ng addiVonal income working as guides in Ligatne 2. number of tourists visVng tourism informaVon centre village increased from 3 204 in 2010 to 11 459 in 2011 and 17 714 in Indra Ramāne (29) 2012. mother of 4 years old daughter and 6 years old 3. 2 new cafeterias opened, winery of local fruit and berry son, wines founded, 8 crafsmen selling souvenirs to the tourists, used to live in Latvian wood-‐working and eco-‐lifestyle park opened to the public biggest resort town Jurmala, moved to Ligatne 4. Paper-‐Mill of Ligatne conVnues to work successfully being in 2009, works for tourism the only working paper producing factory in Latvia and using informa[on for a half-‐[me only waste-‐paper as the raw-‐material. and is the best guide in Ligatne for children 5. Together with other municipaliVes lying in the territory of the Gauja NaVonal Park a tourism cluster is founded and a new Edgars Viņķelis tourism brand «Enter Gauja» developed. oﬀspring of the Paper-‐Mill workers in 4th genera[on. Craksman, demonstrates the wood-‐curving skills REFLECTION-‐MULTIPLIER EFFECT AND TRANSFERABILITY to the tourists of Ligatne and works as a guide. Eﬀorts taken by the local government have given the local people trust that tourism will be supported and a chain of new services have been founded connected to the tourism Rasma Vanaga (reVred) Used to work as an economist in Paper-‐Mill, ended her career as the LESSON LEARNED Deputy-‐Director of the Mill. Since 2006 works as a guide in Ligatne, the ﬁrst person who understood the Success of each individual player in such a poten[al of the village as a tourism des[na[on. small community depends on the eﬀorts of others: if someone is successful, we all are RESULTS-‐RECOGNITION AND AWARDS winners, if someone fails, we all are loosing. In 2011 Ligatne village wins the European Des[na[ons of Excellence Only a common strategy aimed to reach long-‐ award. Theme of the year: reconstruc[on of physical sites. term goals is going to be successful!