liite 3 tourism roundtable 20120312 garry white
DESCRIPTION
Garry White presentationTRANSCRIPT
The Changing role of cities and regions
in destination marketing
GARRY WHITE Helsinki, 12th March
Their next holiday is a short break……… ….in a European City
DESTINATION EUROPE
100
110
120
130
140
150
160
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Vienna
Austria
AUSTRIA
VIENNA
Growth In total in-‐bound tourism to Austria since 2002
Growth in total bed-‐nights to Sweden
90
100
110
120
130
140
150
160
170
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Sweden Stockholm county City of Stockholm
*Hotels, hostels and vacaEon villages Source: Swedish Agency for Economic and Regional Growth and StaEsEcs Sweden
CITY
REGION
COUNTRY
90 %
100 %
110 %
120 %
130 %
140 %
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Growth in total Bednights to Finland
Helsinki
Region
Finland
95
115
135
155
175
195
215
235
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Growth in total In-‐bound tourism to Finland
Finland Helsinki Source: ECM database on www.tourmis.info
Stockholm and the archipelago
Best PracEce 1
Barcelona and Catalonia
Best PracEce 2
Bilbao and Bizkaia
Best PracEce 3
Bergen and the Fjords
Best PracEce 4
Singapore
Best PracEce 5
10 Learnings
CiVes are the new “shop windows”
and the “engine” for regions and countries
1
New York Times!“45 Places to Go in 2012”!
• 1. Panama • 2. Helsinki, Finland • 3. Myanmar • 4. London • 5. Oakland, California • 6. Tokyo • 7. Tanzania • 8. Chilean Patagonia • 9. Lhasa, Tibet • 10. Havana, Cuba • 11. Moscow, Russia • 12. Glasgow, UK • 13. Puebla, Mexico • 14. San Diego, USA • 15. Halong Bay, Vietnam • 16. Florence, Italy • 17. St. Vincent • 18. Moganshan, China • 19. Birmingham, UK • 20. Space • 21. Kerala, India • 22. Paraty, Brazil • 23. Koh Rong, Cambodia
• 24. Vienna, Austria • 25. Cha]anooga, Tenn • 26. Dakhla, Morocco • 27. Maldives • 28. Malacca, Malaysia • 29. The Algarve, Portugal • 30. Tahoe, California • 31. Wales, UK • 32. AntarEca • 33. Uganda • 34. Ukraine • 35. Samaná Peninsula, Dominican Republic • 36. Dubrovnik, CroaEa • 37. Chiloé Island, Chile • 38. Jordan • 39. Crans-‐Montana, Switzerland • 40. Montpellier, France • 41. Nosara, Costa Rica • 42. South Korea (Check out: • 43. Lodz, Poland • 44. Dalarna, Sweden • 45. Portovenere, Italy
2 EVENTS AND STORY-TELLING
New York Times!“46 Places to Go in 2013”!
1. Rio 2. Marseille 3. Nicaragua 4. Accra 5. Bhutan 6. Amsterdam 7. Houseon 8. Rossland 9. Delhi 10. Istanbul 11. Singapore 12. Montenegro 13. White Salmon river 14. Hvar 15. Mongolia 16. Big Island 17. Philippines
18. Vernazza 19. Kimberley 20. Ningxia 21. The cadirondacks 22. Oslo 23. ConstanEa 24. Lithuania 25. Burgos 26. Louvre Lens 27. Changbaislan 28. Porto Rico 30. Koh Phangan 31. KalpiEya 32. Jackson Hole
33. Bangkok 34. Jesenikyc 35. Waiheke 36. Yucatan 37. Charlevoix 38. Pecs 39. Congo 40. Ireland 41. Getaria 42. Mergui 43. Falklands 44. Washington 45. Casablanca 46. Paris
Helsinki
ECOC
3
shopping CiEes Look at
me
Natural Beauty
Social media
4
Tourists Students/academia residents
film CelebriEes CreaEve industries
Industry/science innovaEon
Expats poliEcians
meeEngs
5
CITIES/REGIONS NEED A ROAD MAP AND INTEGRATED STRATEGIES AND TARGETS
“If you don’t know where you’re going any road will take you there” George Harrison, Beatles
6
“They all think
they got a strategy until they get hit”���
������
Mike Tyson
7
?
Bo]om up not top down
Something missing here?
? And here ?
Transfer value
8
C R
R
R
R
CTO STRUCTURE
9
REGIONAL STRUCTURE
10
UNIQUE
AUTHENTIC
INT REPUTATION
NOT BRANDING!
LOCAL IDENTITY