THEMATIC GROUP STRATEGIC PLANNING AND TOURISM

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1 THEMATIC GROUP STRATEGIC PLANNING AND TOURISM Sergio Di Paolo, city of Genoa Sofia, July 2007

2 qmatters of language and concepts qmatters of experience and exchange (Genova, Istanbul, Oran)

3 The territorial marketing Territorial marketing is a tool to manage a territory and to develop its own value. Territorial marketing includes three branches: q tourism marketing q enterprises and professional skills marketing q city marketing

4 Two philosophies q The American style The main aim of a local community is to sell what they own to those who are the most interested in: - urban areas, - tax breaks, - attractions, - shows. The other aspects just follows. q The European style It means planning and implementing a mix of interventions, not just isolated operations of marketing and selling. A major role is acquired by internal marketing and the systematic aggression to its weak points. In the case of Genoa these weak areas are both tangible (the degradation of the Historical Centre) and intangible (poor abilities and sensibilities to welcome).

5 Tourism marketing Tourism marketing is the ability to attract people for longer or shorter periods with consequent positive effects on the economic, social and cultural fields. Marketing outcomes depend on: q The value of territory (historic, cultural, architectural, landscape heritage) q The level of activism of its community (various events and initiatives) q Integrated offer of structures, services and goods for different target of tourists q The accessibility to the territory and its excellences.

6 The strategic vision The essence of the marketing strategic vision for tourism according to the European approach can be summarized in three key-words: q To protect diversity q To promote diversity q To make diversity accessible In European and Mediterranean cultures diversity and identity match perfectly.

7 Potentialities of tourism development q The awareness of its identity q A systemic vision of territorial marketing q A few major events promoting the city s image together with the enhancement of tourism services q The enhancement of welcome and accessibility services

8 Implementation and promotional development A systemic vision of tourism promotion requires high territorial marketing professionalism, in particular: q The political-administrative commitment of the city q The elaboration of a strategic plan including priorities, human capital to be involved in and budget q The coordination of different actors involved in tourism promotion, both at private and public level q ad hoc private organizations (special companies or agencies for tourism promotion) q Operational plans for communication, advertising and promotion of all kinds of tourism q Operational plans of internal marketing to involve people and private entrepreneurship q The creation of new enterprises for tourism, welcoming and leisure

9 Identity of the town, awareness and strategy GENOVA ISTANBUL ORAN City of conjunction among Mediterranean and European countries (geographically and culturally) City of conjunction among Asian and European countries (geographically and culturally) The most European city among Algerian cities City protagonist as an independent Sea Republic of the Mediterranean Sea since Roman Age until French Revolution City of palaces and domes, rich historic and cultural heritage City as a home for various ethnic, social and religious communities City protagonist as a capital of three empires: Eastern Roman Empire, Byzantium Empire and Ottoman Empire City of minarets and domes, rich historic and cultural heritage City as a home for various ethnic, social and religious communities City protagonist of Algerian history Architectural heritage, example and witness of all historic periods Mare e Riviera Ligure Bosphorus Belle et coquette European Capital of Culture in 2004 European Capital of Culture in 2010 Local tourism but looking at new targets (pied noirs, business tourism)

10 Actions to define the city s identity for the tourism market GENOVA ISTANBUL ORAN Actions required: in order to understand that Genova was not only an industrial town but a town with many faces Restoration and recovery of Historical Center Strategic Plan of the City Actions not required: the City has its own strong and distinguished identity The City does not need new identities, but it needs preservation and promotion Many conferences (like Habitat International, ISOCARP) emphasizing the identity of the city The City already strongly faced these aspects Studies for restoration and recovery of Oran Historical Center (Sidi El Houari) Many conferences about the touristic potentialities of the city and its region

11 Coordination and planning: good practices in coordinating local governments and agencies GENOVA ISTANBUL ORAN Yes. Genova Metropolitan Municipality recently completed the Strategic Plan Yes. Istanbul Metropolitan Municipality recently completed the Strategic Plan Transient state. The City has not sorted a strategic plan yet

12 Coordination and planning: good practices to involve the private sector GENOVA ISTANBUL ORAN Private sector has been involved mainly in sponsoring cultural and sport events In order to preserve historic buildings, restorations financed by private firms are encouraged It does not exist an organization entirely dedicated to touristic development Recently the Tourism System of Genoa Land (STL Genovesato) has been created, it is composed by public and private organizations Public lands are made available for private use (from 30 up to 50 years) No actions have been taken in order to involve the private sector

13 Organization and professionalism: internal structure of the Municipality committed to the promotion of tourism GENOVA ISTANBUL ORAN The City Committee for Tourism and Culture The City Committee for Tourism, officially founded in 2006 The City does not dispose at the moment of a structure dedicated to touristic promotion The structure is charged by promotion activities and public events supervision The City Committee for Culture has been working effectively throughout the Istanbul Metropolitan City. The city tourism commission does not dispose of promotional means

14 Organization and professionalism: participation to tourism management or delegation to third parties GENOVA ISTANBUL ORAN Palazzo Ducale Spa is a private company but owned by the Municipality. It is responsible for the organization and communication of great events. Specialized companies, initiated by the Municipality, operate like subcontractors

15 Goals definition: ways or paths to define strategic goals for the medium term GENOVA ISTANBUL ORAN Now in preparation by Government and by Region to destine funds Strategic Planning by Ministry of Culture and Tourism and IMM.. Not really working Currently, at the provincial level Strategic Plan (at 1/ scale) is being prepared

16 Goals definition: ways or paths to define and control annual or seasonal targets on tourism GENOVA ISTANBUL ORAN The Promotion Table, created by territorial administration, defines objectives and draws the balance Annual and seasonal targets for sociocultural and sportive activities Statistics by the Direction of Tourism

17 Assessment and destination of economic and financial resources: public GENOVA ISTANBUL ORAN The Region of Liguria and the Ministry of Culture and Tourism The Ministry of Culture and Tourism allocates its own resources to the cities and their sub-branches

18 Assessment and destination of economic and financial resources: role of private institutions and sponsors GENOVA ISTANBUL ORAN Private institutions and sponsors mostly finance cultural activities. The most engaged are Bank Foundations Private institutions mostly work with government tenders Private institutions and sponsors occasionally attend to meetings and activities Privates get incentives and subsidies such as credits, low cost loans, rights and lands Privates invest money in hotels and infrastructures but their involvement is minimum Projects to promote their identity are financed by alternative mechanisms

19 Involving people and associations: how is the administrative staff selected and trained to achieve territorial marketing goals GENOVA ISTANBUL ORAN Administrative staff selection is based on personal attitudes and competition Administrative staff is selected to specifically serve territorial marketing areas; they come from various public and private educational programs, vocational high schools, university departments specialized on tourism No appropriate structures

20 Involving people and associations: the importance of voluntary work (associations and spontaneous groups) GENOVA ISTANBUL ORAN Private cultural associations are very often involved, they participate and promote many events Some foundations are focused on restoration, preservation, and maintenance works Associations for touristic development do not exist Foundations and NGOs accept donations from privates for maintenance and operational activities Cultural associations preserve historic and natural environment Their importance is increasing in accordance with the country s economic growth The association Bel Horizon trains touristic guides specialized in city tours

21 q examples of innovation and effective practices

22 General services (accessibility, receptiveness, services for tourism) q Istanbul: The City is strongly working on all fields of tourism services. Touristic offices provide information and services to tourists. q Genova: Bed & Breakfast accommodations are increasing, families and people who like cultural and social experiences profit of this kind of accommodations to spend their holydays in the city. Information points provide advices and services to tourists. q Oran: The association Bel Horizon trains touristic guides specialized in city tours. Creation of integrated touristic points.

23 City Communication (promotional activities and communication initiatives based on innovation) q Istanbul: legislation regulates all aspects related to construction, building facades, and image of the city; specific rules are provided for sight views (hills, the Bosphorus, the Marmara Sea). Municipal and ministerial commissions control and regulate restoration efforts and new developments in natural and historic sites. There are promotional twin-city activities. q Genova: Promotional mark of the town Ge-Nova International presentations and co-marketing International town associations q Oran: promotional activities and initiatives based on innovation Young people involvement in tourism activities (professional training, creation of new enterprises)

24 Urban marketing (involvement of citizens and local enterprises for the enhancement of the quality of tourism services) q Istanbul: Certification procedures check private tourism enterprises (hotels, restaurants, cafes etc.) Certification programs are operative also for individuals q Genova: urban marketing strategy and communication plans to citizens q Oran: Involvement of citizens and local enterprises in order to enhance and improve the quality of touristic services

25 Youth employment related to tourism q Istanbul: There are public and private education programs, vocational high schools, and university departments providing education, training, and internships for youngsters in the profession of tourism q Genova: Public and private schools, seminars, courses and programs for job creation Job creation of services in the historical center q Oran: Young people involvement in tourism activities (professional training, creation of new enterprises)