Intermediate impacts of mobility management measures for tourists in 8 European coastal regions

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1 Intermediate impacts of mobility management measures for tourists in 8 European coastal regions Deliverable no. 4.8 bis of the SEEMORE project Date of preparation of this document: Project Coordinator: CINESI Transport Consultants, Spain Mr. Maarten van Bemmelen Phone Author of this document: Company: CINESI Author s name(s): Maarten van Bemmelen Phone: Start date of the project: April 2012 End date of the project: April 2015 Project website:

2 Legal disclaimer: The sole responsibility for the content of this document lies with the authors. It does not represent the opinion of the European Communities. The European Commission is not responsible for any use that may be made of the information contained therein. SEEMORE is co-funded by the Intelligent Energy Europe Programme of the European Commission and runs from April 2012 until April 2015.

3 TABLE OF CONTENTS 1 About the SEEMORE project Project Summary The SEEMORE consortium Summary of this report Revision and peer review history Glossary First evaluation results from SEEMORE SEEMORE experiences presented at ECOMM Overview of first 18 months of SEEMORE actions SEEMORE evaluation method SEEMORE intermediary evaluation results List of Figures List of Tables References Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 3 / 24

4 1 ABOUT THE SEEMORE PROJECT 1.1 Project Summary SEEMORE shows that regional actors in 8 European coastal tourist regions are able to change the travel behaviour of visitors within their regions towards more sustainable transport modes. The main objectives of the project are to: - Increase visitors awareness of sustainable mobility; - Strengthen the co-operation between the mobility and tourism sectors; - Shift travel behaviour of tourists to sustainable transport modes; and - Communicate and transfer experiences to other tourist regions. Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 4 / 24

5 1.2 The SEEMORE consortium Project Partner Country CINESI Transport Consultancy (Coordinator) Mallorca Transports Consortium Trivector Traffic AB Association of Local Authorities Fyrbodal FGM-AMOR Austrian Mobility Research Common Europe Pomeranian Association Municipality of Choczewo Sustainable Development of Civil Society Club Province of Forlì-Cesena Central European Initiative Limassol Tourist Development and Promotion Co Ltd Stratagem Energy Ltd Horários do Funchal Public Transport Local Councils Association Spain Spain Sweden Sweden Austria Poland Poland Bulgaria Italy Italy Cyprus Cyprus Portugal Malta Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 5 / 24

6 2 SUMMARY OF THIS REPORT The aim of this short report is to provide an overview of the evaluation results from the first 18 months of the SEEMORE project. The report is based on a presentation that was held by Doris Wiederwald and Maarten van Bemmelen on the 8 th of May 2014 during the ECOMM conference in Florence. The core of the report is included in chapter 5. It starts out with a presentation of the main SEEMORE actions. Then, the evaluation method is presented. The presentation of the results is divided into three parts: the progress on reaching the project objectives; the intermediate conclusions and the remaining challenges for the second half of the project. The SEEMORE project implements and promotes energy efficient transport solutions for visitors in eight European coastal regions. The local partners started out with establishing co-operation frameworks involving local stakeholders from both the tourism and transport sectors. The SEEMORE communication campaigns target tourists and link sustainable mobility with positive emotions: Travel Smart, See More! A central product of the SEEMORE project is the mobility package for tourists, which combines mobility information with information about tourist attractions. The SEEMORE regions are also implementing new or improved sustainable mobility options directed at tourists. In addition, the regions implement concrete products that integrate mobility and leisure. The evaluation approach considers impact, process and context and is based on one before measurement in 2012 and two after measurements in 2013 and There are first positive impacts on outreach, increased awareness and improved co-operation. The main lessons from the first 18 months of SEEMORE are: Sustainable mobility of tourists is of strategic importance for destinations because it adds value to the local tourist product and can act as example to the local population. Setting up the cross-sectorial co-operation between local tourist and mobility stakeholders takes time and effort but is essential for reaching the desired impacts. Integrated tourism and mobility information is in high demand. The printed versions of the mobility packages ran out fast. The front desk personnel of hotels and tourist information points is essential for providing information about sustainable mobility options. The SEEMORE regions can use the intermediary conclusions when preparing the second implementation summer of Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 6 / 24

7 3 REVISION AND PEER REVIEW HISTORY Version Number Date Comments Peer reviewed by (Name, Organisation) First complete version for peer review Litsa Damianou, Stratagem Energy Ltd Final version tacitly approved by the Lead Partner N/A Table 1: Document revision and peer review history Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 7 / 24

8 4 GLOSSARY Abbreviation Full name ECOMM SUMP ETC ITS-Europe European Conference on Mobility Management Sustainable Urban Mobility Plan European Transport Conference Intelligent Transport Systems Europe Table 2: Abbreviations used Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 8 / 24

9 5 FIRST EVALUATION RESULTS FROM SEEMORE 5.1 SEEMORE experiences presented at ECOMM ECOMM 2014 Florence This report reflects the contents of a presentation held by Doris Wiederwald and Maarten van Bemmelen on the 8 th of May 2014 in Florence, during the 18 th European Conference on Mobility Management (ECOMM). ECOMM is an annual event directed at professionals that work in the field of Mobility Management. SEEMORE was presented in Session D5 titled: Mobility Management and Tourism Approach of the presentation The goal of the presentation was to explain the evaluation approach that is being used within SEEMORE and to discuss the intermediate impacts and first conclusions from the project. 5.2 Overview of first 18 months of SEEMORE actions SEEMORE objectives The SEEMORE project implements and promotes energy efficient transport solutions for visitors in eight European coastal regions. Figure 1: Map of SEEMORE regions Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 9 / 24

10 While these regions share their focus on beach tourism, there are also important differences among them that can condition the successfulness of mobility management measures. A first important distinction is the difference between island (Madeira, Balearics, Malta and Limassol) and mainland destinations (Forlì-Cesena, Bohuslän, Pomerania and Dobrich). While the majority of tourists on the islands arrive by plane, in the mainland regions almost all tourists arrive in private cars. A second distinctive feature is the segment of tourists that visit the different destinations (differences in, for example, nationality, language, age and mobility culture). Through the implementation and promotion of energy efficient mobility solutions in tourist areas, the SEEMORE consortium wants to achieve the following impacts. Increased co-operation between tourism and mobility sectors; Change in travel behaviour of targeted visitors by higher awareness and new offers: 5-15% reduction of car use for leisure trips 5% increase in non-motorized leisure trips Increase in public transport use Inspire other regions to implement similar actions; Reduction of 796 toe/year and 2.170t CO 2e/year SEEMORE project actions An important precondition for the successful implementation of mobility management measures for tourists is the close co-operation between local stakeholders from the tourism and mobility sectors. The diversity of actors that need to be involved is illustrated in the figure below. Integra on of Tourism and Mobility Sector Tourism organisa ons Policy Level Tour Operators Accommodation Providers Media Tourism Des na on Authori es Development Agencies Travel Agencies Local People Transport Providers ECOMM 8th of May 2014 Figure 2: Diversity of local stakeholders Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 10 / 24

11 During the first year of the SEEMORE project the local partners in the 8 regions have established co-operation frameworks involving local stakeholders from both the tourism and transport sectors. The SEEMORE local working groups are meeting on a regular basis to discuss the design, implementation and evaluation of local mobility management measures. Concrete actions include: Training of hotel staff on the available offer of public transport, cycling and walking. Protocols or memorandums of understanding about the exchange of data between hotels and public transport operators. Combine tourism and mobility in planning processes like Sustainable Urban Mobility Plans (SUMPs) and regional parking policies. Figure 3: Co-operation between tourism and mobility sectors Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 11 / 24

12 SEEMORE creates awareness among tourists about the available offer of alternatives to the private or rental cars. Since more than 50% of decisions are made on the emotional level the SEEMORE communication campaigns link sustainable mobility with positive emotions like fun and quality of life with as central slogan: Travel Smart, See More! The SEEMORE communication campaigns include: Local videos that combine sustainable mobility with fun during holidays; Billboards at tourist locations and advertisements in media of long distance operators (airlines, ferries and coaches). Photo competitions for tourists on the topic of using sustainable modes during their holidays. Large public events to promote cycling and walking. Figure 4: Example of campaigns: Travel Smart, See More! Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 12 / 24

13 Figure 5: Example of campaigns: Travel Smart, See More! A central product of the SEEMORE project is the mobility package for tourists, which combines mobility information with information about tourist attractions. Two main approaches can be observed among the SEEMORE regions: A short brochure combining PT-map and timetables with the location of the tourist attractions. A more elaborate travel guide approach that provides detailed information on a variety of day trips that can be carried out using public transport. Figure 6: Examples of SEEMORE mobility packages Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 13 / 24

14 Figure 7: Examples of SEEMORE mobility packages The SEEMORE regions are also implementing new or improved sustainable mobility options directed at tourists. Examples are: New public transport lines, like airport shuttles and an express line connecting beach resorts to the regions capital. Extension of the offer of public bicycles and rental bikes. New cycling lanes and walking routes. Organised cultural walking tours. Extended possibility to carry bicycles on public transport. Improved facilities at public transport stops (information, shelter, games ). Figure 8: Examples of new and improved sustainable mobility options Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 14 / 24

15 Figure 9: Examples of new and improved sustainable mobility options Finally, the SEEMORE regions are introducing integrated tourist and mobility products: Combined tickets for events and public transport. Integrated information for events and public transport. Multi-lingual journey planners and public transport website. Smart phone apps that provide real time GPS-based tourist information along existing public transport lines. Figure 10: Examples of integrated products Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 15 / 24

16 Figure 11: Examples of integrated products Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 16 / 24

17 The SEEMORE partners are active in sharing their experiences with other European regions and experts through a series of transfer activities, including: SEEMORE Central European transfer seminars, October 2013 in Trieste (Italy) and October 2014 in Romania. Presentation of SEEMORE experiences at European level conferences like: ETC 2013, European Maritime Day 2013, CIVITAS Forum 2013, ECOMM 2014 and ITS Europe A series of 17 National Transfer Seminars in the 8 SEEMORE countries. Figure 12: Presenting SEEMORE experiences at international and national conferences Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 17 / 24

18 5.3 SEEMORE evaluation method Evaluation approach The figure below displays the relation between the concrete actions that are being implemented by the SEEMORE consortium (on the left) and the strategic objectives of the SEEMORE project (on the right). The chapter numbers refer to the Intermediary Evaluation Report that is available on the SEEMORE website ( Figure 13: Overview of SEEMORE project with objective and indicator system Evaluation within SEEMORE aims to capture different parts of the cause-and-effect chain. The chain can be divided in three main parts: first there are the outputs directly produced by activities, then the achievement of impacts and finally the evaluation results are used for the planning of followup measures. In this context, three types of evaluation are foreseen for the SEEMORE project: Impact evaluation starts with the monitoring of outputs. An impact is achieved when the right target group uses the output in the right way and this results in a change of behaviour. Process evaluation addresses the evaluation of the rationale behind the achievement of project results. Complementary to the impact evaluation, process evaluation addresses questions like what did we achieve and why and how did we achieve these results. Context evaluation supports the interpretation of the measured impacts as it describes the economic, political and legal framework inside which the project is performing. Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 18 / 24

19 The following graphic describes the different types of evaluation in the stages of project implementation: Figure 14: Types of monitoring and evaluation in SEEMORE Data collection up to project mid-term During the first 18 months of the SEEMORE project, the project partners have carried out two rounds of data collection. During the summer of 2012, baseline data were collected to understand the mobility behaviour of tourists and the context of the SEEMORE regions. The results from the baseline data collection were used to provide inputs to the detailed planning of the local actions. The summer of 2013 was the first complete SEEMORE implementation summer. At the end of this summer, data were collected in all regions. The main tools were tourist interviews, quantitative analysis of passenger numbers and process and context evaluation. The intermediary results from these two data collection rounds are presented below. At the end of the summer of 2014 a final data collection round will be organised. 5.4 SEEMORE intermediary evaluation results Progress on reaching objectives After the first SEEMORE implementation summer a number of first results for the four specific objectives can be observed. Firstly, the interviews among tourists in seven SEEMORE regions indicate that there is a slightly increased awareness about alternatives to the private car. Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 19 / 24

20 Did you receive information on travel options other 100% than by car? 90% 80% 70% 60% 51% 57% 50% 40% 30% 20% 10% 0% Figure 15: Tourist interview results on increased awareness Important progress has been reached in the co-operation between the tourism and mobility sectors in the eight SEEMORE regions. Local working groups involving stakeholders from both sectors have been established in the regions. Trainings of front desk staff have started and a number of new mobility options for tourists were introduced. While the use of cars to reach the tourist destinations decreased (from 39% to 30%) it has not been possible, so far, to measure a significant impact on reduced car use for trips within the regions. For 2014, more concrete/improved public transport offers will be introduced. This might result into measurable impacts on public transport use. The SEEMORE communication and dissemination actions reached the different types of target groups: About 1 million visitors were reached with SEEMORE messages on alternative mobility options views of the SEEMORE promotion videos. 30 European regions participated in SEEMORE transfer events. More than 300 professionals were reached at European conferences Intermediary conclusions Sustainable mobility of tourists is of strategic importance for tourist destinations because: Sustainable mobility adds value to the local tourist product, by enhancing the holiday experience. Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 20 / 24

21 Tourist travel habits can act as example to the local population and support local sustainable mobility policies. Setting up the cross-sectorial co-operation between local tourist and mobility stakeholders takes time and effort but is essential for reaching the desired impacts of the SEEMORE project. In those regions where a close co-operation could be established, more successful measures were implemented. It is important to focus on concrete measures and quick wins to maintain the momentum of the co-operation framework. Several general lessons from the local communication actions emerge: Integrated tourism and mobility information is in high demand. The printed versions of the mobility packages ran out fast. The front desk personnel of hotels and tourist information points is essential for providing information about sustainable mobility options. There are regional differences in preference for printed or electronic mobility information. Underlying reasons are the different segments of tourists (nationality, age, etc.). Press articles and collaboration with long distance operators are of strategic importance to reinforce the SEEMORE message to the target group Challenges ahead The SEEMORE regions can use the intermediary conclusions when preparing the second implementation summer in Concrete challenges to reach more impact among visitors are: Further strengthening the involvement of stakeholders like hotels and municipalities. Implement more local actions to increase the impact (e.g. new public transport ticket options, parking restrictions and SUMPs). Raise more awareness about the single SEEMORE actions. Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 21 / 24

22 6 LIST OF FIGURES Figure 1: Map of SEEMORE regions... 9 Figure 2: Diversity of local stakeholders Figure 3: Co-operation between tourism and mobility sectors Figure 4: Example of campaigns: Travel Smart, See More! Figure 5: Example of campaigns: Travel Smart, See More! Figure 6: Examples of SEEMORE mobility packages Figure 7: Examples of SEEMORE mobility packages Figure 8: Examples of new and improved sustainable mobility options Figure 9: Examples of new and improved sustainable mobility options Figure 10: Examples of integrated products Figure 11: Examples of integrated products Figure 12: Presenting SEEMORE experiences at international and national conferences Figure 13: Overview of SEEMORE project with objective and indicator system Figure 14: Types of monitoring and evaluation in SEEMORE Figure 15: Tourist interview results on increased awareness Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 22 / 24

23 7 LIST OF TABLES Table 1: Document revision and peer review history... 7 Table 2: Abbreviations used... 8 Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 23 / 24

24 8 REFERENCES Austrian Mobility Research (FGM-AMOR), December SEEMORE Intermediary Evaluation Report, Deliverable 5.2 of the SEEMORE project. Available for download on: Intermediate impacts of mobility management measures for tourists in 8 European coastal regions page 24 / 24

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