A Coruña Aberdeen Aix en Provence Amsterdam Antwerp Applied Card Technologies Ltd. Arrival Guides Barcelona Basel Belfast Belgrade Bergen Berlin Bern Biarritz Bilbao Bolzano Bratislava Bruges Brussels Budapest Bursa Catalunya Tourism Cologne Copenhagen Cracow Cyprus Dijon Dresden Dublin Dubrovnik Espoo Florence France Congrès Geneva Genova Ghent Gijon Girona Glasgow Göteborg Graz Hamburg Heidelberg Helsinki Innsbruck Istanbul Kaunas Lausanne Leisure Pass Group Leuven Linz Lisboa Ljubljana Lulea Luxembourg Luzern Lviv Lyon Madeira Madrid Malmö Malta Dieter Hardt-Stremayr (Vice)President Zagreb, June 20, 2013 Maribor Marseille MonNuage Montreux Montreux Munich Nantes Nantes International Agency Nice Nord de France Convention Bureau Nuremberg Online Travel Partner Oostende Opatija Oslo Paris Poznan Prague Rail Europe Reykjavik Rijeka Rouen Salzburg San Sebastian Skopje Split St Petersburg Stockholm Stuttgart Tallinn The Hague Timisoara Torino Toulouse Turku Uppsala Valencia Vicenza Vienna Vilnius VVV Netherlands Visit Technology West Sweden York Zagreb Zaragoza Zurich
European Cities Marketing www.europeancitiesmarketing.com 110 member-cities from32 countries City Tourist Offices Convention Bureaus City Marketing Offices
ECM Vision To be Europe s leading City Marketing Association by improving members competitiveness and helping to create attractive and world class city destinations.
What do we do? ECM is a not for profit membership association dedicated to strengthening and Improving European City Marketing. Provide useful platforms and forums to exchange knowledge and best practice Provide business-platforms
A Coruña Aberdeen Aix en Provence Amsterdam Antwerp Applied Card Technologies Ltd. Arrival Guides Barcelona Basel Belfast Belgrade Bergen Berlin Bern Biarritz Bilbao Bolzano Bratislava Bruges Brussels Budapest Bursa Catalunya Tourism Cologne Copenhagen Cracow Cyprus Dijon Dresden Dublin Dubrovnik Espoo Florence France Congrès Geneva Genova Ghent Gijon Girona Glasgow Göteborg Graz Hamburg Heidelberg Helsinki Innsbruck Istanbul Kaunas Lausanne Leisure Pass Group Leuven Linz Lisboa Ljubljana Lulea Luxembourg Luzern Lviv Lyon Madeira Madrid Malmö Malta Cultural tourism Zagreb, June 20, 2013 Maribor Marseille MonNuage Montreux Montreux Munich Nantes Nantes International Agency Nice Nord de France Convention Bureau Nuremberg Online Travel Partner Oostende Opatija Oslo Paris Poznan Prague Rail Europe Reykjavik Rijeka Rouen Salzburg San Sebastian Skopje Split St Petersburg Stockholm Stuttgart Tallinn The Hague Timisoara Torino Toulouse Turku Uppsala Valencia Vicenza Vienna Vilnius VVV Netherlands Visit Technology West Sweden York Zagreb Zaragoza Zurich
Cultural Tourism Heritage tourism A legacy things of value which are passed on from generation to generation Arts-related travel Music, drama, dance, creative writing, folk art, industrial design, architecture, painting, sculpture, craft arts, costume design, fashion design, motion pictures, tape and sound recordings, photography as well as TV and radio
Cultural Tourism Study tours In-depths-presentation etc. Arts tours attendance of cultural events related to visual and performing arts such as art exhibitions, concerts, dance, theatre and opera performances, festivals etc.
I was young, I needed the money
Sights do work for the city tourist
Dear city tourist, who are you?
The average cultural tourists in a city: are between 40 and 49 years old males and females 50:50 most travel as a couple highly educated are using mainly Internet and friends/relatives as source of information decide their trip short-term/mid-term decisive for the trip Sights (sights worth seeing) View of the place, Architecture Cultural offer Source: T-Mona Austria 2011/2012
What do they do? Visiting sights Stroll around Restaurant Museums & Exhibitions Cafes Shopping City tours Theater/concerts.. Source: T-Mona Austria 2011/2012
Do cultural events work to attract visitors?
Positive Imagetransfer Direct impact through visitors
Positive Image-Transfer when a festival stands for the destination when the positive image of the festival helps to improve the image of a destination Even a temporary offer can help tremendously makes you a better known destination
Avignon Festival Since 1947 3 weeks end of July Theatre, Dance, street art
Montreux Jazz Festival Since 1967 3 weeks beginning of July More than Jazz (Leonhard Cohen, Prince, Joe Cocker, Deep Purple)
Cannes Film Festival Since 1946 2 weeks mid May
Salzburg Festival Since 1920 5 weeks July/August Ca. 250.000 tickets per year (70 % to tourists!)
Edinburgh Festival Festival Fringe Military Tatoo Since 1947 August/September Some 400.000 tickets; 45 % to tourists
Athens & Epidaurus Festival NOT working for tourism!
WHAT could be THE PROBLEM? not a suitable festival program Not attractive to an international audience almost no combination of events possible World-class-artists BUT No theme, programming by accident Lack of efficient organization and marketing Finalization of the program too late!
Who organizes the events?
Study among members (ECM) 1/3 of Tourist Offices is actively involved in organizing events More than 80 % are involved in promotion and/or sales of events 70 % of Tourist Offices are involved in product development 56 % of Tourist Offices are actively working on attracting events Source: ECM-Study 2010
Some examples From no to high involvement
Ghent Festival Music, theatre festival in Ghent, Belgium Starts on Saturday before July 21st Lasts 10 days Last day = Monday (the day of the empty wallets); the day for the citizens of Ghent!
Ghent Festival Tourist Office NOT involved at all Touristic value high! Organized by the city authorities
Wondercool Copenhagen Runs all February Shows contemporary Danish art, architecture, design, music, fashion
Partly organized by Wonderful Copenhagen = Tourist Office Copenhagen Copenhagen Cooking Copenhagen Jazz Festival Danish Architecture Center Design museum Denmark National Gallery of Denmark.
Streeta(rt)nimation Luxembourg Street art festival Weekend in August
Free entrance Launched in 1995 Cultural Capital of Europe Fully organized by the Tourist Office
Some tips Some findings
tips Put it, where you need it (low season) Make sure, the name of the destination becomes part of the title Make sure, the locals love it Make sure it fits to your brand, to your positioning Avoid to organize it at your own (except it s a money-maker)
tips Make sure, you know what you want An event that drags visitors (tourists!) from abroad Hard to achieve An event that is just nice to have Easy to achieve Could help the atmosphere in the city
strategies to rise occupancy 1. By visitors do promotion sell tickets 2. By artists/participants Big orchestras etc. Re-financing by ticket-selling possible 3. Artists & Visitors
Graz July 95/96 Bolshoi + 42 %
Graz July 2007/2008 World Choir Games + 27,6 %
Graz Cultural Capital 2003 + 22,9 %
Graz Cultural Capital 2003 February + 50,0 %
Graz 2003 February Russian Market + 4.732 %
Evaluation of events - Graz
Evaluation of events
Value for tourism
The success-story of CITIES
180 % 170 % 160 % Bilbao 150 % 140 % 130 % Spania 120 % 110 % 100 %
180 % 170 % 160 % 150 % 140 % 130 % 120 % Oslo Norge 110 % 100 % 90 %
180 % 170 % 160 % Berlin 150 % 140 % 130 % 120 % Tyskland 110 % 100 %
conclusion Cultural tourism is still growing In European tourism this segment stands for 7,8 % of all trips 30 % of all trips worldwide do have a basic cultural motivation City tourism and cultural tourism are the future!
You need both
The daily offer (museums, sights) The events to create reasons for a trip
Thank you!