Insights from Poland - approach to destination management

Agenda Strategical approach in destination management Institutional framework for city marketing and destination management Tourist traffic in Krakow – statistics Top 10 attractions indicated by tourists visiting Krakow Selected case studies

National marketing strategy for tourism Polish product potential for the foreign tourist markets –Small cities: Sightseeing (as part of a tour) –Medium and big cities: Sightseeing (as part of a tour) Relaxation (longer stay and sightseeing in the city) VFR, Business (fairs & congresses, business trips and incentives), Shopping.

Krakow - The royal castle of Wawel Source:

Strategy of socio-economic development of Krakow – 3 goals Krakow – a family-friendly city, attractive place to live and visit; Krakow – a city of competitive and modern economy; Krakow – a European metropoly of important science, culture and sports functions.

Tree of values Creative capital of culture in the 21st cent. Leader in the euroregion Innovative city of science and technology Tourism tycoon Evident business leader (along with its metropolitan area) WAS WILL BE City with the best walking distance The only brand in Poland with a constant millenium long city-creation process National pride Atmosphere, style, tradition Cultural capital of Poland Krakow Promotion Strategy City for citizens - City 2.0 Success in tourism European capital of culture City of students and artists

Institutional framework in Krakow 4th Deputy Mayor for Culture and City Promotion: –City Hall units: Culture and National Heritage Department Sports Department Information, Tourism and City promotion department –Non City-Hall units: Sports Infrastructure Unit Cracow Festival Office i.a.: –ICE Krakow Congress Centre and Investments Department (ICE = International Conferencing and Entertainment) –Film Commission Department –Tourist Information Network Department (8 points).

Examples of research projects – Krakow City Hall Monitoring tourist traffic since 2003 (e.g. samples): –3492 interviews in 2011, –3378 in 2010, –3060 in 2009, –3215 in Monitoring use of transportation and travelling habits of inhabitants Krakow Film Commission

Tourists in Krakow - statistics Total visitors Polish visitors Foreign visitors Source: research of MOT – Malopolska Organizacja Turystyczna, N=3378 (2010), N=3492 (2011)

Selected top attractions indicated by tourists visiting Krakow Rank in 2010Rank in 2011Name of attraction IIMain Market Square II Wawel Royal Castle III Kazimierz Jewish District IVVIIBazylika Mariacka VIVSanctuary of the Divine Mercy in Łagiewniki VIVSukiennice VIIIXGaleria Krakowska VIIIXINowa Huta IXXIVFabryka Schindlera (est. VI 2010) XVIIIBulwary Wiślane VIRynek Underground (Main Market Square Underground) (est. IX 2010) XVXBarbakan and St. Florian’s Gate Source: research of MOT – Malopolska Organizacja Turystyczna, N=3378 (2010), N=3492 (2011)

Case studies MICE Culture and heritage Sports

Source: icekrakow.pl

Congress Centre Opening m² conference space Auditorium hosting up to 2100 people A must be for development of MICE tourism

Congress Centre

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Wieliczka salt mine 1,2 mln tourists in 2013 UNESCO World Heritage List (since 1978) The oldest Polish entrepreneurship (700 years old) Attracting tourists since middle ages

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New museums Schindler’s factory (VI 2010) Krakow Underground (IX 2010)

Sports arena Incoming voleyball world championship Concerts and entertainment events Source:

Thank you for you attention!