Košice on the Tourism Map „Where Vision Meets Reality“ Establishment of 1st City DMO in Slovakia Ing. Iveta Niňajová, PhD. KOŠICE – Turizmus Project Manager Destination Management Conference, Košice, 3rd June, 2010

City Development Plan Defined activity: „In close cooperation with business sector to create a tourism cluster responsible for destination management in the City to support cultural tourism and European Capital of Culture for 2013“ Strategic decision of the Mayor and Top Management of the City: to outsource marketing towards visitors and tourism development activities to a specialized organisation = the destination marketing and tourism development centre = the official City Tourism authority

Application of Clustering Principles Cluster is and „business driven association“ suported by local Public Body (City) and universities (research centres) = a public private partnership Added Value from the partnership are new business oportunities generated by cooperation in line with „win - win“ principle or „the same benefit for all partners“ principle. Partners decide what common problem to focus on – in the tourism field it is mostly destination marketing that supports tourism service providers in the City Benefits from the Partnership: Public Body as an „bed tax“ collector – ensures „bed tax“ return back to the tourism sector to support tourism business environment Tourism Service Providers – pay a membership fee and utilize synergies of centralized marketing and tourism development projects universities – support cluster with data and knowledge

Process of Tourism Cluster establishment: mapping of key partners from business sector (January 2010) international seminar „Find Košice“ (Košice, Bratislava) 1st official meeting with key partners – invitation by Mayor of Košice discussions in groups by „divisions“ - Articles of Association, membership fee 2nd official meeting – agreement about the changes in Articles of Association decision about the membership in City Council (27 th of April) workshops: Key markets for Košice in 2010 – 2011 Key products of Košice in First General Assembly on 1st of June registration process selection process – 2 employees Legislation – Tourism Act - March 2010 Budget for 2010 ( EUR) Marketing Plan for 2010 Process of Tourism Cluster Creation

Division No. of members Companies 1. Mesto Košice 1 2. Košice 2013, n.o Hotels 8 Double Tree by Hilton 4*, Yasmin 4*, Bristol 4*, Bankov 4*, Golden Royal 4*, Maratón 4*, Ambassador 4*, Múza 3* 4. Restaurants 6 Villa Regia, Camelot, Le Colonial, 12 Apoštolov, Piano Café, Med Malina 5. Attractions and Events 3 Botanická záhrada, Zologická záhrada, Východoslovenské múzeum, ADS ballooning, s.r.o. (Balónová fiesta) 6. Travel Agencies 3 Kolumbus Travel Agency, TOP Katalóg s.r.o., Pangea, s.r.o - MIC Košice 7. Transport 2 Letisko Košice, Dopravný podnik Mesta Košice 8. Business sector 9. City Guides 3 Szentirmaiová Marta, Milan Alexy, Viola Vařeková 27 9 members of Board of Directors Private Public Partnership

Official Information Service

WHERE WE START? COMPARATIVE advantages of Košice 1.location in Carpathian Region (Budapest – Kosice – Crakow) 2.multi-cultural character of the City 3.2nd larges City – potential to grow and attract investments 4.World Ice Hockey Championships in May European Capital of Culture in real city atmosphere 7.open and friendly people 8.„creativity on the air“ 9.landscape pattern of Košice surroundings 10.city of young people (baby boom in 70’s, universities) 11.„Košický zlatý poklad“ What could be our vision? By 2014 fully utilize location, creative potential and unique city atmosphere of Košice to become a destination recognized on the European tourism map.

BRATISLAVA - CapitalKOŠICE – 2 nd City Location Wien, Brno, OstravaBudapest, Crakow Number of Visitors (79% foreigners) (41% foreigners) Number of Bed Stays Country of Origin (visitors) Czech Republic 20,4 %, Germany 11,5 %, Poland 7,5 %, Italy 6,9 %, Great Britain 6,3 %, Austria 5,2 %, France 4,1 %, Spain2,9 % Czech Republic Poland Hungary Germany Austria, USA Marketing Communication Improved in line with city marketing principles starting point Visitor’s Service in line with the marketing brand guided city tours as an offcial City Product middle level guided tours Event Management Korunovacne hradne slavnosti (Castle Festival) Christmas Market Dni Mesta Košice (City Days) Membership in Associations European Cities Marketing ECM Union of Capitals of the European Union Union UCUE Eurocities Stars of Central Europe Eurocities ECoC Network Les Rencontres ICLEI WHERE WE ARE......?

1.Strategic Brand Management Logomanual and designmanual Image campaings starting in May E – marketing web page newsletters 3.Fairs and presentations Key markets: Slovakia, Hungary, Poland, Czech Republic Second markets: Austria, Italy, Germany Press trips B2B trips and presentations 4.Visitor’s Service redesign of information centre to visitor’s centre City Navigation and Information System City Card Central Reservation System Marketing Plan for

5.Event Management development and support of 4 key events for tourists 6.Public Relations and Public Affairs Media Service Activities among citizens to understand tourists behaviour 7.Košice Convention Bureau Slovak Convention Bureau membership 8.Product Management Design of 4 tourism products – guided tours, thematic packages Focus on city breaks Marketing Plan for

Selection process of 2 employees, Official Office Take over of City Information Centre Official logo and design manual selection Official information brochure Creation of official web page Facebook presence Strategic partnership with Slovak Railways and Slovak National Tourist Board (SACR) Preparation of „Košice Food Festival“ (September) + „Christmas Market“ (December) Participation on Košice 2013 (NGO) event „Nuit Blanche“ during the City Marathon in October 2010 – in cooperation with Marseille – French Cuisine presentation Cross Marketing Campaigns with Organizing Committee of Ice Hockey Championships in cooperation with National Tourist Board - fairs, B2B presentations, press trips First Steps

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