ROGER JOHNSON, Destination Marketing Expert, EU Project “Crimean Tourism Diversification and Support”- Crimea: Building on Strength

1. Crimea:
Building on Strength
Crimean Tourism Diversification
and Support Project (CTDSP)
This project is funded by the European Union

3. Symptoms and Challenges
o Ageing infrastructure
o Obsolete products, traditionally single product
destinations
o Congestion: in time and space
o The changing expectations of visitors
o Increasing competition

4. Signs of Stagnation
(UNWTO)
– Limited increase in arrivals
– Profitability ratio decrease
– Ancillary services more expensive than the basic
product
– Lack of renewal of tourism infrastructure
– Destination image problems

5. Signs of Decline
(UNWTO)
– Negative level of arrivals
– Decreasing prices
– Lack of new investments
– Decreasing salary levels and loss of human capital
– Infrastructure obsolescence
– Environment deterioration

6. Crimea 1950s

7. Purpose of EU Project: Need for renewal
1. Diversified and balanced tourism industry in Crimea
2. Public – private sector collaboration
3. Improved quality and standards of management and service
Outcomes:
o New visitor markets
o Wider choice of products
o Enhancement of the visitor experience
o Extension of seasonality
o Regional spread

8. Developing the Crimea as a destination

9. Developing the Crimea as a
desirable destination

10. Developing the experience
o Attractions: natural, built, cultural, events
o Infrastructure: transport, signage, amenities
o Services: accommodation, shops, cafés, care
o Brand proposition: synergy in presentation
o Management: planning, development, operations

11. Developing the products
 Building on strengths and exploiting market potential
Four product types identified:
Medical and wellness tourism
Adventure and activity tourism
Cultural tourism
Meetings and incentives

12. Health Crimea
 Refreshing and extending the existing product
 From sanatoria to health and wellness centres

13. Adventure Crimea
 Using the Crimea’s natural resources

14. Cultural Crimea
Identifying new products
 Using the Crimea’s history

15. Cultural Crimea

16. Meetings Crimea
 Using the Crimea’s up-to-date meeting facilities

17. Events in Crimea
Developing the Crimea’s festivals and events

18. Theory  Reality
o All destinations and products need to innovate and
be kept up-to-date
o Aim for a mix of quality examples and clusters of
activities and attractions

19. Thank You
Спасибо
Crimean Tourism Diversification
and Support Project (CTDSP)
This project is funded by the European Union