nature accessible sustainable tourism "adriatic and ionian eu macro region" - workshop in...

Innovative skills and competences for entrepreneurs in order

to promote a new sustainable tourism in Adriatic and Ionian Area

Marco Cocciarini

Corrado Ceccarelli

AII - Technical Workshop - Activity 4 – Tirana_April-21_04_2014

Why this meeting

∗ to share entrepreneurs’ best practices on new technologies as primary marketing instrument

∗ to create a solid cooperation ready to support rising of a thematic tourism area in Adriatic and Ionian lands


Activity 3: web community


Web Community Goals

∗ to be informed on the project steps and to deep project topics on sustainable tourism

∗ to keep in contact entrepreneurs from all Countries involved in this project to start cooperation between them


Activity 4: tourism services marketplace


Incoming marketplace Goals

∗ Becoming an international wholesaler focused on sustainable tourism theme

∗ Developing new touristic services from all Countries involving local entrepreneurs

∗ Promoting and selling thematic packages to international travel market through innovative instruments on the web


marketplace

∗ The Space, actual or virtual, in which a market operates (wiki)

∗ Create competition between suppliers and help customers to compare quality and prices of offered services


tourism marketplace

∗ Where potential clients can find travel solutions

∗ OTA, selling platforms and user-generated travel experience

∗ Must be easy-to-use, integrated with social and mobile solutions to be useful for sellers and buyers


wholesaler∗ Marketplace can be managed as a

virtual travel wholesaler

∗ The wholesaler will include financial and insurance services

∗ The wholesaler will promote and sell through travel agencies or final customers with common marketing instruments


b2b∗ All land services can be combined in

complete travel packages to be sold by travel agencies

∗ Marketing activities through travel agencies networks will be done during 2014 as in the project


b2c

∗ The Adriatic-Ionian wholesaler will publish packages on a website for final customers

∗ The website will involve customers in a better travel search experience focused on themes

∗ The website will create an interest-related customers community looking around customized travel offers


Sustainable tourism: why

Thematic tourism help to focus marketing investments on high-spending tourists which travel following their passions


Sustainable Tourism:Private Stakeholders


∗ Tourism enterprises’ mission is to seek long term profitability

∗ The choice to invest in developing sustainable tourismproducts is neither necessary nor sufficient to be more

competitive but it can be a big opportunity

Why an opportunity? #1


1. Very high levels of concern for environment and society in destinations, where the issue is likely to directly affect the tourist’s own wellbeing (e.g. cleanness of the water and levels of safety).

AII - Technical Workshop - Activity 4 –Tirana_April-21_04_2014

New horizons for tourists




∗ High and growing levels of interest by tourists in visiting natural and cultural

sites during their holidays, and the authenticity and educational value of such experiences. (general holidaymakers/tourist with specialist interest)

Culture


Nature


Travelling on foot




∗ Large numbers of tourists expressing concern about the impact of their

travelling both through their own actions and in their choice of tour operator or service provider.

Local sustainable transport


Carrying capacity


Water Pollution




∗ Considerable willingness to pay more to support local environments and communities

Volunteer travel


TOURISM IN NATURAL AREAS


∗ Source: © Tourism Western Australia 2006

Nature Based Tourism


∗ Tourism that features ‘nature’ is generally termed environmental or ‘nature based tourism’;

∗ includes a range of tourism experiences including adventure tourism, ecotourism, and aspects of cultural and rural tourism, eg. farmstay.

∗ Nature based tourism is distinguished from other tourism forms by its natural area setting.

Focus


∗Segmentation

∗Not resources but experience

∗Creativity

Segmentation #1


birdwatching

Segmentation #2


photography

Segmentation #3


stargazing

Segmentation #4


camping

Segmentation #5


hiking

Segmentation #6


hunting

Segmentation #7


fishing

Segmentation #8


visiting parks

Segmentation #∞


∗Endless process

∗Segmentation and sub-segmentation

∗Innovative segmentation criteria

And so?


∗Step 1) decide to project nature basedtourism product for a specific target

∗Step 2) decide to approach the business in a sustainable way

∗Step 3) Make the sustainable approachthe added value of you offer

Accessible Tourism


∗ What is "Accessible Tourism"?

∗ There is no single, universally accepted definition –

∗ “Accessible Tourism” is tourism and travel that is accessible toall people, with disabilities or not, including those withmobility, hearing, sight, cognitive, or intellectual andpsychosocial disabilities, older persons and those withtemporary disabilities" (Takayama Declaration - Appendix,UNESCAP, 2009).

Accessible Tourism:different priorities


∗Public Stakeholders

∗Private Stakeholders

Accessible Tourism:Public Stakeholders


∗ Like for Sustainable Tourism also for AccessibleTourism Governments and Policy Makers play aleading role

∗ Their mission should be the promotion of acultural change within the Tourism industry sothat it becomes an “Inclusive” environmentwhere people of all abilities are felt welcome

and wanted as customers and guests.

Sustainable Tourism:Private Stakeholders


∗Like for Sustainable TourismAccessible Tourism can be a big

opportunity

And so?


∗ For private enterprises it is not a metter of philantrophy but must be a matter of business.

∗ Providing services for people with disabilitiescan be a business opportunity

∗ The correct approach is to consider peoplewith disabilities as one of our target markets

Focus…again…


∗Segmentation

∗Not resources but experience

∗Creativity

Segmentation


Creativity


Don’t set limit to your capacity of creating innovative products for people with disabilities

Sailing


Fishing


Golf and Biking


Snowboard


Surfing


project timeline

∗ Till 1st March 2014: join in the wholesaler by all partecipants

∗ Till 1st May 2014: website ready to catch potential travellers

∗ Till 1st June 2014: macro-marketing activities


Join in


Front end #1


Front end #2


From the web to the App

∗ All packages included on the datababase can be selected and uploaded on the mobile app

∗ You can choose a specific theme to create your own mobile app focused on a destination or a target market

∗ All following updates are automatically managed


app


Adrion: the Adriatic and Ionian land sustainable brand on tourism

∗ Widespread of sustainable tourism in Adriatic and Ionian lands accepted by EU as the unique brand for tourism promotion in the area

∗ Supported by AIC Forum of Chamber of Commerce with promotional investments

∗ Subscribe Adrion rules and spread it to your customers!


Adriatic and Ionian EU Macro Region

∗great opportunity for all tourism players!

∗Do Not Miss It!


GrazieThank you for your

attentionCorrado Ceccarelli

Tel : +39 071 2284300Mail : [email protected]

Skype: corrado234

Cocciarini MarcoTel. +39 0521 1626391

Mail: [email protected]: support.globe.inside
