The Barents Tourism Project 2014 Travel industry collaboration between Northern Norway and Northwest Russia

Transcription

1 The Barents Tourism Project 2014 Travel industry collaboration between Northern Norway and Northwest Russia Recommendations for the cross-border tourism development between Northern Norway and Northwest Russia Max Saltykov, Senior adviser, Northern Norway Tourist Board

2 Background The very first Barents Tourism Action Plan, (BTAP) was developed in The BTAP was produced in cooperation with the Barents Euro-Arctic Joint Working Group on Tourism (JWGT) as a part of Barents tourism development project BART. This is the background for the long term objectives of the project Travel industry collaboration between Northern Norway and Northwest Russia: - To successfully develop further cross-border tourism and travel industry collaboration between Northwest Russia, Northern Norway and the rest of the Barents region through: Making the whole Barents region more attractive to visitors and thus promoting economic growth and social wellbeing Develop the Barents region as a joint umbrella for innovative product development, marketing, distribution and sales on overseas markets (Asia etc.)

3 Results and recommendations by The Barents Tourism Feasibility Study 2014

4 Objectives The main objectives of this research are: 1. Acquire new knowledge from travel intermediaries on their views on the potential of tourism to Northwest Russia, Northern Norway and the Barents region as an entity. 2. Estimating the interest in the development of package tours combining Northwest Russia and Northern Norway under a Barents brand. 3. Testing the hypotheses that Northwest Russia and Northern Norway are so remote from international markets that there might be an interest in combining visits to both countries in this region a once in a life time trip. 4. To find out if there is a demand for tourism products in the Finnish and Swedish part of the Barents regions and not just Northwest Russia and Northern Norway.

5 Target groups in the survey Tour operators in Russia, Norway and international markets that are already selling, or are interested in starting to sell, package tours and other tourist products to Northwest Russia, Northern Norway and the Barents region from international markets, incl. Asia Incoming operators in Norway, Sweden, Finland and Russia that are already handling incoming traffic from international clients and markets

6 Barents as a tourist destination The provinces of the Barents region.

7 Respondents - Core business intermediaries work with several business models. There may be several reasons for this; on several areas in the travel industry there is a diversification in tasks; the traditional distribution channels have been under pressure for many years due to the increasing competition from the OTAs (Online Travel Agents ) as Booking.com, Expedia etc.

8 Destination products On average each respondent offers 10 different products. The most popular destination products are Roundtrips nature & heritage, 78 % Outdoors activities, such as walking, hiking and Northern Lights 63 % Safari, nature & wild life and Walking and hiking - 59 % Architecture, art and culture - 56 %

9 What have the clients heard of the Barents region? Respondents country of origin Clients knowledge of the Barents region Russia - Northern lights, huskies, reindeer, Santa Claus, whales, fishing, North Cape. - Internet. - Some know of the term... means geographical region. Norway Asia - That there is a visa free border crossing between Norway and Russia. - Close to Russia. Wildlife. - Northern lights, Sami people. - Lapland. - Not the region as a name even though they are there, more likely to say polar region for example. According to these results, both from the survey and the experts, there are strong indications that the term The Barents region primarily is known within the region, and not outside.

10 Comments from the in-depth interviews with the experts Completely unknown nobody knows or uses the term The Barents regions in Asia. What s being used is «The Arctic region», and this includes Northern Norway, Spitsbergen, Northern Finland and Northern Sweden. Not known as a tourist destination, only known as geographical term. The Barents region is not known outside Arkhangelsk, Murmansk and Northern Norway The Barents regions is closely connected with Willem Barents, the Barents Sea and Barentsburg in Spitsbergen

11 Clients reasons for travel to the Barents region 1. The Northern Lights 2. The Midnight sun 3. The Nature 4. Winter activities 5. The North Cape

12 3 most positive factors clients themselves think of regarding the Barents region as a tourism destination Unique mixture of culture Extremely and fascinatingly different A peaceful region without conflicts In addition their emphasis was more the importance of nature and activities and less the Northern light and the Midnight sun. There were no significant differences between the geographical markets in these answers. Other comments: In addition to the reasons illustrated in the word cloud: To visit a different destination for a change. Northernmost infrastructure. Safe to travel in own country. See more of own country.

13 Positive characteristics of the Barents region Nature and Activities are by far the main reasons to visit the Barents region. Nature was described by adding adjectives such as wild, pure, beautiful, untouched, quiet and clean.

14 Negative characteristics of the Barents region The respondents made the following listing of important negative characteristics they think of when the Barents region as a tourist destination is mentioned (infrastructure, accommodation, activities, attractions etc. 1. Accommodation 2. Infrastructure 3. Transportation 4. Long distances 5. Expensive

15 The Barents region as an international tourism destination Combining trips to Russia and Norway Statement 1: Northwest Russia and Northern Norway are so far away from major international markets (Asian etc.) that there might be an interest in combining visits to both countries as 'a once in a life time trip. A majority of the respondents,agreed that there might be an interest in combining visits to both countries as a once in a life time trip.

16 Barents region in combination with tours to other regions There is a market for international tourism from Japan, China, South Korea and other international markets to Northwest Russia and Northern Norway as part of the tours to other destinations in Russia and Northern Europe.

17 Tours to Sweden and Finland as part of the Barents experience Statement 3: It is also important to include tours from international markets to the Barents region in Sweden and Finland

18 Activities to boost tourism in the Barents region Suggested activities Study trips 89 % Press/media trips 83 % Marketing support 77 % Advertising off/online 67 % Travel fairs 61 % Comments: Events-related tourism supported by media is a possible way of making the Barents Region attractive Product development in destinations within Barents; to make more activities in destination available, especially in the Russian part. Products are mostly available as stand-alone items. Communication with the distribution channels (sales)

19 Comments from the in-depth interviews with the experts: Start with the simple package tours - A taste of the Arctic for the target group Soft adventure Northern light tourism The Sami culture is better known in Japan and South Korea than in China We need a joint webpage Far too little information about the tourism products, we need joint Product Manuals Facebook Flights to Tromsø - Murmansk Arkhangelsk Flights to Oslo St. Petersburg

20 Interest in joint ventures in tourism in the Barents region A majority (83 %) of the respondents answering were positive to be contacted regarding joint ventures.

21 The pilot project «Production and distribution of package tours to the Barents region Three years project from : Year Pilot project The objective is testing the results from «The The Barents Tourism Feasibility Study 2014» by carrying out some activities corresponding with the results and advices from the respondents and the members of the Steering group. Main project The results from the pilot project will make a platform for the strategies and activities in the main project

22 Activities The Barents Toolkit: joint marketing Study tours Press trips Other activities: workshops, seminars, fairs

23 Thank you for attention!