“Bringing tourism, cultural industry professionals and regional authorities to one table...under which conditions are private companies partners for cultural tourism?” Walther Czerny, ATC-Consultants

10. September 2008 Introduction -a few personal remarks... Culture –Origin of the word „culture“ –Hochkultur vs. Alltagskultur –Term „Culture“ Meaning in Sociology „What is culture“?

10. September 2008 Introduction -a few personal remarks... Tourism –International Tourism figures Worldwide tourist arrivals 2007: 903 Million, Europe: 484 Million or 54% Worldwide income from tourism in 2007: €625 Billion –A „Mass phenomenon“ –In the context of macroeconomic accounting

10. September 2008 Introduction - a few personal remarks... Cultural Tourism –Components archaeological sites, cathedrals, food, fashion, etc Local pride and prestige –European integration Union for economic integration, direct indirect econ. benefits Maintaining Cultural diversity

10. September 2008 How can private partners be motivated to participate in projects of cultural tourism? Cultural activities - the Actors –Often low paid or unpaid, but meaninful –Many actors spend their leisure time –Actors are eager to share experiences - and travel –Income is welcome

10. September 2008 How can private partners be motivated to participate in projects of cultural tourism? (cont‘d) Consensus among Three parties needed: –Public Legislation & Administration –Cultural Actors –The General Public

10. September 2008 How can private partners be motivated to participate in projects of cultural tourism? (cont‘d) Mutual RESPECT is essential Culture and arts - players of the market economy? Sense of ownership and financial motivation

10. September 2008 What needs to be considered when planning cultural tourism projects? Freedom of expression for the arts important Mutual respect amon all players Holistic planing approach will bring best results

10. September 2008 Hardware & Production Marketing & Distribution Vision & Innovation Management & Organisation Funding & Investment A holistic planning approach for PPP Projects Vision & Innovation are the concepts behind each project Management & Organisation keep the projects going Marketing & Distribution are instrumental for a competitive product Hardware & Production strategy puts projects on a solid ground Investment & Financing ensure the economic viability Successful projects require an interrelated co-operation of all elements Basic principles of strategic planning

10. September 2008 Hardware & Production Marketing & Distribution Vision & Innovation Management & Organisation Funding & Investment A holistic planning approach for PPP Projects Successful projects require an interrelated co-operation of all elements Basic principles of strategic planning

10. September 2008 Product Development Market Analysis Strategic Partners Pricing Policy Commu- nication Marketing: an important tool for Cultural Tourism  Market analysis SWOT-analysis Target groups Carrying capacity  Product development Unique Selling Proposition Corporate Identity, Branding Marketing

10. September 2008 Marketing: an important tool for Cultural Tourism (cont‘d)  Strategic Partners Co-operation, Synergies Sponsoring )  Pricing policy Revenue, Break even Pricing strategies  Communication Advertising, Public Relations Distribution strategies Product Development Market Analysis Strategic Partners Pricing Policy Commu- nication Marketing

10. September 2008 From Attention to Action Attention Interest Desire Action Involvement of target groups Focussing of potential market Unique Selling Proposition and innovative appearance Tangible and intangible factors for a distinct image Attractive and competitive product; added values Tailor-made product for specific target groups

10. September 2008 Defining the position within the market Market share Market growth StarsQuestion marks Cash cowsPoor dogs Stars: High market share and high market potential - at the ceiling of the life cycle Question marks: Poor market share and high market potential - at the beginning of the life cycle Cash cows: High market share and poor market potential - declining phase of the life cycle Poor dogs: Poor market share and poor market potential - should be removed from the portfolio

10. September 2008 How can PPP models be made sustainable and successful? Cultural Tourism PPP database: –Best practise examples and benchmark models –Forum for exchange of ideas and experiences Internet - ideal tool for reaching niche markets Creating International networks of peers

10. September 2008 How can PPPartnership models be made sustainable and successful? (cont‘d) Examples: A)Salzburg Festival B)Apple orchard in „Goricko Nature Park“ Slov. C)WaterWonderWorld in Krimml Salzburg D)...and a few more to discuss

10. September 2008 Conclusion Need integrated approach Clear European National and Regional policies and implementation structures Professional and resourceful approach to securing funds –Public sources, int‘l funds and investments –Private sector funding

10. September 2008 Conclusion Cultural tourism –valuable tool for regional economic development –Not restricted to elites; must never be boring! –Key to successful „product development“: engagement of all players –New type of Regional Devekopment Managers with emphasis on Cultural Tourism is emerging

Thank you! Walther Czerny, ATC-Consultants (Austria)