1. 1 Promoting Central Bohemia through Structural Funds – Strategies and Instruments.

2. 2 Central Bohemia Region Is situated in the central part of the Czech Republic and forms a ring around the capital city of Prague Is one of the biggest regions in the Czech Republic, covering nearly 14% of its territory (11,016 km2) Has a population of over 1.2 million Has a very dense transport network Can be reached from Prague within an hour – easily accesible by bus, train or car

3. 3 Central Bohemia Region Boasts several thousand important historical monuments and UNESCO sites – the town of Kutná Hora and 2 nature reserves Has about 3,000 km of marked bike trails and paths

4. 4 Financial subsidies from the EU Structural funds (ERDF) through Regional Operational Programme of the Cohesion Region Central Bohemia Priority Axis 2 – Tourism Intervention Area 2.3 – Promotion and Management of Tourist Destinations of Central Bohemia Supported activities Initiation and creation of management and co-ordination structures in tourist destinations Creation and distribution of promotional and information materials and other marketing tools of tourist destinations Presentation of tourist destinations (e.g. at tourism fairs) Organization of conferences and seminars on tourism Organization and promotion of regular regional cultural and sporting events which feature a significant impact on tourism development – this can involve creation of new events, renewal of previously existing traditions or expansion of existing events

5. 5 Beneficiaries: Regional authorities Organizations established or founded by regions and municipalities Municipal authorities Businesses meeting the definition of small- and medium-sized enterprises and active in the field of tourism for at least 2 years Businesses meeting the definition of small- and medium-sized enterprises and active in the field of tourism for less than 2 years (only in projects carried out in municipalities with populations of over 2,000 inhabitants) Non-governmental non-profit organizations, interest groups of legal entities, the Economic Chamber of the Czech Republic and its units Public research institutions Financial amount for programming period 2007-13: € 10,063,509

6. 6 The Royal Procession from Prague to Karlštejn Castle Is a two day festival inspired by a historical tradition (financed from EU funds in 2008) Represents the Central Bohemia Region, both in the Czech Republic and abroad, and could become an instantly recognizable symbol of the region Features a strong theme understandable to both Czech and international visitors, i.e. making the region better known abroad Has strong potential to become a tradition in the future Features the character of Charles IV († 1378) - the greatest ruler of Bohemia and Emperor of the Holy Roman Empire - a reference to the 14th centrury - both the Golden Age of Czech history and a very important period in the history of Europe

7. 7 The Royal Procession from Prague to Karlštejn Castle Occurs at Karlštejn Castle, the castle of the Emperor Charles IV – a fortress protecting the Imperial Crown Jewels, symbols of the spiritual values of the Empire and Christian Europe Theme: procession of Charles IV and his court – return of the Imperial Jewels from Prague to Karlštejn Castle Event with a „European theme“: the Holy Roman Empire as a union of Central European countries – common history, traditions and culture Is a reminder of the traditions of the Holy Roman Empire, shared history and positive values Boosts tourism, both within the Czech Republic and internationally Participation of representatives from partner regions (all of them connected to Charles IV)

8. 8 The Royal Procession from Prague to Karlštejn Castle Royal Procession: intended as the flagship of regional tourism activities, makes the region better known both at home and abroad – advertised but also presented for free in media (an interesting topic written about in all major dailies and regional press) Part of the international project Burgenstrasse (Castle Road project) Part of the regional marketing strategy Benefits: promoting Central Bohemia as a tourist destination; deepening the knowledge of history and culture of the region; a copy of the Imperial Crown was made to become part of the Karlštejn Castle collection

9. 9 Information Center Outside Central Bohemia territory (19, Husova St.) Central Bohemia doesn’t have a capital: this function is taken on by Prague Advantage: the number of visitors coming to the capital  great potential Information Centre in Prague’s city centre located on the main tourist axis, the Royal Route Possibility to address all visitors to Prague Information offered in 5 languages Cooperation with Prague Information Service

10. 10 Regional Marketing Strategy for the Central Bohemia Region Boosts both home and international tourism by means of active promotion Promotional materials for Czech tourists are aimed not only at the population of Central Bohemia and Prague, but also at other regions Foreign advertisement abroad is aimed at individual tourists as well as groups Benefits from Prague’s great tourist potential Offers aimed at special clients, e.g. schools and companies Financial means for foreign advertisement are very limited  strive to use the possibilities offered by the Czech Tourism Agency and the EU funds. Use EU funds to finance projects aimed at tourism development Funds are used for: promotion projects related to development of particular localities, sites and tourism services infrastructure

11. 11 Regional Marketing Tools and their Use Tourism fairs: addressing professionals, travel agents and individual clients abroad - approx. 13 of the largest international tourism fairs in Europe and recently also in Asia as part of the Czech Republic exhibition/presentation organised by the Czech Tourism Agency as part of exhibition/presentation of a partner region home - international fairs (2) smaller exhibitions (approx. 3) cooperation with businesses active in the tourism industry in our region Advertisement in newspapers and magazines (Czech and international) Magazine Kaleidoscope of Central Bohemia (Czech and English version) distributed in trains, at airports and fairs Website dedicated to tourism Information and Reservation System Cultural and Public Relations events Promotional materials: different types for different clients, various topics, several language versions, maps, bicycling maps

12. 12 Central Bohemia Tourist and Information Service Addressed the need for more efficient coordination of marketing and promotion of Central Bohemia as a tourist destination; cooperation of micro regions, towns and municipalities in order to increase the amount of funds drawn on the Structural Funds by the whole region Established at the beginning of 2008 Is a joint-stock company - a model effective in other EU regions (i.e. Burgundy) Flexible, efficient destination management Helps the region benefit from EU grants Activities : information and promotion activities administers the region’s website dedicated to tourism runs the Information and Reservation System runs the Information Centre in Husova St. coordinates marketing activities of various entities in the Czech Republic prepares and sells tourist products provides technical and organisational background for the region’s presentation at fairs assists and counsels the preparation of Czech development projects funded by the EU

13. 13 Website www.centralbohemia.cz www.centralbohemia.cz Financed with the EU funds Launched in 2007 8 language versions (Czech, English, German, French, Spanish, Russian, Italian and Chinese) Offers basic information about the region Offers basic information for investors: regional development, investment opportunities Dedicated to tourism: tourist information – monuments, cultural events, personalities, towns, nature… Provides contacts to Information Centres of the region Features on-line reservations for various types of accomodation (as of now, the database is limited but will be gradually extended)

14. 14 Come and join The Royal Procession from Prague to Karlštejn Castle 2009 ! June 6th and 7th 2009 www.kralovskypruvod.cz