the river po

Transcription

the river po

Promoting tourism in the River Po
area
Laura Schiff
Technical Seminar
Spiaggia Romea, 9 September 2010
The R iver Po: cros s -reg ional
pers pective
• 4 Regions: Emilia-Romagna, Lombardy,
Piedmont, Veneto
• 13 Provinces
• 474 Municipalities  15.258 km2 (17% of
the territories of the 4 regions involved)
– 183 coastal  6.197 km2
– 291 non-coastal  9.061 km2
Fonte PSS Valle del fiume Po – Valutazione Ambientale strategica – Rapporto ambientale
2
THE R IVER PO
• The river runs throug h the mos t
s ig nificant demog raphic and economic
area of the country and one of the mos t
important in the whole world
• The his toric cities of C remona, Piacenza,
Turin, Pavia, Mantua, Ferrara and Venice,
located along the banks of the river or in
its proximity, are among the mos
• t The river ins pired the work of many
important cultural
artis ts , writers , painters , compos ers :
centres in the world
Verdi, Zavattini. B acchelli, G uares chi,
B as s ani, Lig abue… etc
• The natural environment of the river is full
of s urpris es and hos ts thous ands of rare
birds , plants and unique s pecies .
• The area around the river has a unique
3
g as tronomic offer, rich in local products
Touris m in the R iver Po area
• The River Po area can be an extremely
interesting new tourist product, the ideal
destination for
- Those who love natural environemnts still
unknown to mass tourism
- Those who see holidays as an
opportunity to practice sport
- Those who want to enjoy good food and
wine
- Those who are interested in culture,
architecture and landscape
- Those who want to discover new,
unexpected places
- Those who love the real “slow tourism”
• The demand for river tourism, sport tourism
and environmental tourism has been
growing steadily since the eighties,
especially on the international market
• In terms of tourism, the River Po can now
reach the same levels of other great
European rivers, like the Danube, the
Thames, the Seine
4
Our common g oals
• Work together with local stakeholders and enterpises
to create a coordinated and qualified tourist offer
capable of meeting the different needs of our guests.
5
R eg ion Emilia-R omag na:
res ources allocated to touris m in the
Po area
•
•
Programme for the area of the Po – River of Europe
Programmes for the southern area of the Province of Ferrara
8 million euros
set aside for
•Cycling paths (about 150 km ), which now make up the cycling route
running along the right bank of the Po in the Emilia Region
•River mooring facilities, which foster the development of boating
•Support to hosting facilities and tourist services
•Drawing up itineraries and routes
•Improving the tourist offer with road signs, geen areas, resting areas, etc
6
A river s hared by four R eg ions
• Each Region, each area crossed by the
River Po offers its own tours and
itineraries, which, however, do not make
up a homogeneous tourist offer yet.
• What is missing is a new vision
encompassing the entire geographical
region crossed by the river and its
different territories.
7
The cros s -reg ional project “Promoting
Touris m in the R iver Po Area”
LN/135/2001
Partners
Emilia-Romagna (leader), Lombardy,
Piedmont and Veneto
Technical coordination
Department of Tourism and Quality of
Tourist Areas of the Region Emilia
Romagna
Duration
February 2005 - December 2010
Actions
A) Cross-regional actions carried out jointly
by all Regions
B) Regional  carried out by individual
Regions
8
OBJECTIVES
1.P romoting touris m in the R iver
P o area and in the neighbouring
areas
2. Building up s ynergies and
cooperation among R egional
adminis trations and other
ins titutions involved
3.C arrying out joint actions aimed
at improving tourist acces s
4. C arrying out joint actions to
promote tourism in the P o area
in all its as pects (river tours,
gas tronomy, culture, sport, etc.)
MACRO ACTIONS
1.Improving the tourist offer of the
regions
2.E nhancing s ervices and
profes sional res ources
3.C arrying out ad-hoc s tudies
4.P romotional actions
9
Action 1  improving the touris t offer
Cross-regional actions
S IG NPOS TING ALONG THE R IVER
•
About 50 signs shall be set up in the main
landing places along the river, from Pavia to
the river mouth and near the river’s
tributaries and other places of tourist
interest
• The signposts shall provide useful
information on:
- Boating
• Mooring places, refuelling stations, directions
- Landscape and the environment
• fauna, flora, villages, landmarks, geographic
infomation
- Tourist information
• Information centres, emergency numbers, etc.
10
Action1  improving the touris t offer
WINE AND FOOD ITINER AR Y
- Study on the networking of wine and food resources of
the area in a single, structured itinerary
11
C YC LING R OUTES ALONG THE
PO
- Analysis and connection of existing cycling
routes through common signposting
12
ITINER AR IE S OF THE MUS E UMS ALONG
THE PO
- Analysis and networking of
existing museums
(ethnographic, historical,
naturalistic museums)
M us eo dell’Ingegno P opolare di C olornoM useo della C iviltà C ontadina di Zibello
C as a Natale di G iuseppe Verdi di R oncole VerdiC entro del Bos caccio di D iolo
13
Action 2  improving s ervices and profes s ional res ources
TR AINING
•
Three training seminars for professionals
of the tourist sector (tourist guides, staff of
tourist information offices, tour operators,
etc.)
– One educational boat tour in Boretto, one
seminar in Turin, one educational boat tour
in Mesola
• 120 participants in total
• 21 hours of training
• 4 trainers
•
When: spring 2009
14
Action 4  Promotional activities
Tour g uide and theme exhibition
• Tour Guide published by The
Italian Touring Club in Italian and
English with maps of the area
from the river head to the Delta
–
34 cross-regional itineraries
with information on fauna, flora,
environment, villages, history,
museums, gastronomy, etc.
• Theme exhibition in Milan:
“Itineraries along the River: the
River Po and its history from
1811 to 13 march 2005”
15
Action 3  Ad hoc s tudies
K PL s tudy and s urvey
4 research reports
•
•
•
•
Desk analysis and categorisation of
the tourist product of the Po
International benchmark analysis on
river tourism in Europe
Stakeholder audit in 4 Regions
Report on the international analysis
on the demand for tiver tourism
1. Desk
analysis
2. International
benchmarking
1 international database
•
Database of all the tour operators
of central and northern Europe
potentially interested in the River
Po area
3.
Stakeholders
Audit in the
Po area
4. International
market analysis
16
The latest action carried out jointly by all the Regions
The cross-regional web portal of the River Po
www.visitporiver.it
KPL information
The cross-regional web portal
of the River po
Emilia-Romagna – Lombardy
Piedmont - Veneto
content
•
•
•
•
•
objective
Promotion of the common touris t
offer of the Po area, from Mount
Monvis o to the Delta, providing
information on the characteristics of
the whole area and enhancing the role
of ins itutions and private stakeholders.
Local res ources of touris t interes t (culture, wine and food, s port, local
his tory, etc.)
A databas e of all the Tour operators of the 4 reg ions (river touris m, hotels
and res taurants , culture, etc. with about 6,500 entries )
E vents and initiatives of touris t interes t
Us ers ’s pag es – C ommunity “A mici del Po” (Friends of the R iver Po), to
s hare the objectives of the portal and pos t pictures , videos , etc.
Ins titutional pag e with the lis t of participating R eg ions , a des cription of the
C ros s -reg ional Project for the promotion of the R iver and of all the res ults
of the s tudies , plus a res tricted-acces s pag e for the exchang e of
confidential documents .
17
Regional actions: EMILIA-ROMAGNA
ifras tructural interventions
Building of:
• River mooring place in the
Municipality of Berra
Municipality of Bondeno
• Reconditioning of the
embankement and mooring
place in the Municipality of
Ferrara
• Reconditioning of the access
area to the river mooring place
in the Municipality of Ferrara
Muncipality of Mesola
• Safety refurbishment of the
floating museum Mulino sul Po
18
R eg ional actions
Regional actions : EMILIAROMAGNA
S upporting local enterpris es
• Sponsoring local tourist enterprises in
the Provinces of Piacenza, Parma and
Reggio Emilia to finance the
refurbishment of accommodation
facilities or tourist servicies, in
particular:
– Restructuring accommodation facilities,
– Repairing boats and vessels,
– Refurbishing ports
– Purchasing motorboats
– Building mooring places,
– Bike deposits,
– Parking lots,
– Purchasing equipment.
19
R eg ional actions
Action 2  promotional actions
Regional actions: EMILIA-ROMAGNA
MUS IC EVENT “UN PO DI MUS IC A”
• Two years, 2008 e 2009
• The first, great “Italian music tour” that took place along the right
bank of the River Po in the Emilia Region
• Creation of the web site www.unpodimusica.it
• 4 Provinces, 27 Municipalities, over 100 events involving music,
gastronomy and river tours in 2008 and 2009.
20
R eg ional actions
Action 2  promotional actions
Interventi regionali: EMILIA-ROMAGNA
ADVER TIS ING AND PR OMOTION
•
•
•
Insert “Un Po di Musica” in the magazine
Bell’Italia May 2008
Promotional campaign on all the media :
radio, tv, newspapers, specialist magazines,
advertising bills and distribution of promotional
material.
Il Po si Racconta: promotional video.
Publications:
•
Itinerari d’autore lungo le sponde del PO
– Cultural itineraries along the River Po: itineraries
linked to famous historical and cultural figures of
the Po area in the Emilia Region
•
Fiabe e ricette delle rive del Po
– Tales and recipes of the local tradition
•
Antichi sapori della terra e dell’acqua
– Collection of traditional local recipes.
21
Strategic analysis and research project
KPL - Knowledge PO Leadership
SUMMARY OF THE RESULTS
Lidia Marongiu
“Progetto KPL - Knowledge Po Leadership” è un’azione di indagine internazionale del
Progetto Interregionale di “Valorizzazione turistica Fiume Po”
What is KPL ?
• It is the first big s trategic
research project on river
tourism carried out by all
the 4 R eg ions cros s ed
by the G reat R iver.
• It is an accurate
research work
combining data,
analyses and statistics
on offer and demand for
river tourism on the P o
into a single source of
information for
institutions and private
stakeholders of the
whole area.
© S tudio G iaccardi & As s ociati - C ons ulenti di Direzione
23
Why KPL?
• To understand wether and how
the R iver Po can become an
attractive, s ucces ful and
competitive touris t des tination
at international level
• To guide choices and strategies
aimed at fostering the bus ines s
of river touris m in the P o area.
• To understand better
international demand and the
•Theneeds
KP L res earch
tudy was done by the cons ulting
of stourists
S tudio G iaccardi & As s ociati in the framework of the
C ross -regional P roject on the P romotion of Tourism in
the R iver P o Area carried out by the R egions E miliaR omagna (leader), Lombardy, P iedmont and Veneto.
•C oordination: D epartment of Touris m and Q uality of
Touris t Areas of the R egion E milia R omagna
24
Business approach
The KPL working model
G oal: (unders tand wether) is it pos s ible
to do bus ines s with river touris m in the
Po area?
Market s urvey
C us tomer analys is .
What are the
available
res ources /products /
offer?
dentification of targ et market and cus tomers
Des k analys is
What can we learn from others ? What
do other river s ys tems do?
B enchmark
Audit – lis tening to
s takeholders
What do local
s takeholders think?
Lis ten to them and
benefit from their
common
knowledg
© S tudio G iaccardi
& As s ociati
- C ons ulenti e…
di Direzione
25
KPL output
4 research reports
•
•
•
•
Des k analys is and
categ oris ation of the touris t
product of the R iver Po
International benchmarking on
river touris m in Europe
S takeholder audit in the 4
R eg ions
R eport on the international
s tudy on river touris m
1 common database
•
Databas e of central and
northern European tour
operators potentially
interes ted
1. Desk
analysis
2. International
benchmarking
3.
Stakeholder
audit in the
Po Delta area
4. International
market
analysis
26
1. Il prodotto turistico del Po
• A ) OPERA TORI FLUVIA LI
crociere plurigiornaliere, noleggio di
houseboat (roulotte galleggianti), noleggio di
imbarcazioni da diporto, escursioni
giornaliere in battello, pescaturismo, TO e
A dV
• B ) A TTIVITA ’ S PORTIVE IN A C QUA E A
TERRA
canottaggio, kayak, cicloturismo, trekking,
turismo equestre
• C ) PA RC HI NA TURA LI
S ede, caratteristiche, attività, servizi, sito
web
• D) ENOG A S TRONOMIA E PRODOTTI TIPIC I
S trade del gusto, vie dei sapori, prodotti
tipici etc.
© S tudio G iaccardi & As s•ociati
C ons ulenti di C
Direzione
E) -OFFERTA
ULTURA LE
Musei, personaggi famosi del Po
27
La promozione del Po nei portali istituzionali
di Province e Regioni rivierasche
28
• A ) OPERA TORI FLUVIA LI
crociere plurigiornaliere, noleggio di hous eboat
(roulotte galleggianti), noleggio di imbarcazioni
da diporto, es curs ioni giornaliere in battello,
pescaturis mo, TO e AdV
• B ) A TTIVITA ’ S PORTIVE IN A C QUA E A
TERRA
canottaggio, kayak, cicloturis mo, trekking,
turis mo eques tre
• C ) PA RC HI NA TURA LI
S ede, caratteris tiche, attività, s ervizi, s ito web
Per mappare questa offerta
di prodotto sono state
consultate
oltre
110 siti web!
tra istituzioni, operatori pubblici e
privati, associazioni e reti, portali di
promozione turistica, etc.
• D) ENOG A S TRONOMIA E PRODOTTI TIPIC I
S trade del gus to, vie dei s apori, prodotti tipici
etc.
• E) OFFERTA C ULTURA LE
Mus ei, pers onaggi famos i del P o
29
Evidence
1. Desk analysis: categorisation of the tourist product
in the River Po area
• 110 s ites have been involved and
analys ed to collect touris t information on
the R iver P o
• There is no common touris t promotion
s ite in the R iver Po area
• Touris t promotion is frag mented and
carried out mainly by ins titutional s ites
• There is no updated yearbook of river
operators
• The river offer is not explicitely
advertis ed and is ofted “mas ked” as
environmental touris m, green tourism and
“itineraries ”
• Plenty of environmental, cultural,
gas tronomic res ources that can be turned
into an all-s eas on touris t offer
Result
Mapping and listing local resources of the Po area to create a crossregional tourist product
30
2. Benchmark internazionale
Il turismo fluviale in Europa. Best practices
Che cosa hanno (o cosa fanno) di più o di diverso i sistemi fluviali d’Europa
I casi analizzati
 1. Il s istema fluviale francese
 2. La regione della Borgogna
(Francia)
 3. La regione della
C amargue (Francia)
 4. L’Alto R eno (Germania, Francia,
S vizzera)
 5. Il Tamigi (Inghilterra)
 6. L’E bro (S pagna)
 7. La regione del
Brandenburg (Germania)
 8. Il D anubio (Germania, Aus tria,
S lovacchia, Ungheria, C roazia, S erbia,
R omania, B ulgaria, Ucraina, Moldovia)
32
Evidence
2. International benchmarking
•
•
•
•
•
•
•
•
8 river touris t des tinations in Europe were
s tudied (S eine, Loire, R hone, E bro, R hine, D anube,
R ivers of B randenburg, Thames)
E uropean rivers are jointly promoted on the web
and web sites are multiluingual and updated
E ach river s ystem has a web portal providing
information on accommodation opportunities,
landmarks of the area and navigability
The coobination of river touris m and cycling
touris m is well es tablis hed
The web portals provide data, s tatis tics and
analys es on demand trends and cus tomer profiles in
river tourism
Foreig n touris ts amount on averag e to 60% of the
total and exceed 80% in B urgundy (France)
The river s ystems adopt s trateg ic development
plans with a duration of 7to 10 years
A new environmetal-friendly model of boating
using also solar-energy boats is becoming
increas ing ly popular
Result
Guidelines, information and best practices to define and promote the
tourist offer of the Po area at European level
33
3. Audit degli stakeholder del
sistema Po
Allo stato attuale il Po attrae flussi
turistici?
80,0
75,0
70,0
60,0
64,5
57,9
valori %
50,0
40,0
sì
36,8
no
16,7
20,0
10,0
non so
29,0
30,0
5,3
8,3
Stakeholder pubblici
Stakeholder privati
6,5
Totale
• Nota bene:
• P er l’80% degli intervis tati i flus s i turis tici attuali s ono rappresentati
principalmente da es curs ionis ti che vis itano i luoghi nell’arco di una
giornata s enza pernottamenti
35
Evidence
3. Audit involving 50 local stakeholders from the 4 Po
Regions
• 80% of the touris t flow in the P o area cons is ts
of one-day trips (no night stays )
• 67% of the interviewed believe that the local
touris t offer is mainly connected to the land
rather than the river
• R iver touris m is s een as a product for
g roups and families (whereas the s urvey on
the demand gave the oppos ite res ult: river
touris m is 90% individual tourism!)
• 97% of the s takeholders s ee the need to
promote the Po Area as a s ing le touris t
product by creating a joint web portal for the 4
R egions
• The web is the main s ource of information
for river touris ts
– Ironically, none of the stakeholders stated that the
Result web is a s elling tool for the local tourist product
opinions, suggetions and proposals to build up an integrated crossregional tourist offer
36
4. Sintesi dell’indagine di mercato
internazionale
verso intermediari specializzati
in turismo fluviale e verde
nell’Unione Europea
Il target di indagine
153 s og g etti
intermediari europei
47 impres e aderenti
• 67% è composto da operatori
di turis mo fluviale (TO e AdV
specializzati, organizzatori di
crociere ed escurs ioni giornaliere,
noleggiatori di houseboats e
imbarcazioni da diporto,
ass ociazioni sportive in acqua,
etc.)
• 31% del target ha partecipato
all’indagine, con divers i livelli di
ades ione in bas e all’area di
provenienza e alla tipologia di
offerta
• 33% è composto da
org anizzazioni s pecializzate
nel turis mo verde e attivo (TO ,
AdV e ass ociazioni di cicloturismo,
Francia
escurs ionis mo, s port all’aria aperta,
circuiti eno-gastronomici e culturali,
S pagna
etc.)
G ermania
Austria e Svizzera
UK e Irla nda
B enelux
Totale
Valori ass oluti
turismo
turismo
turismo
verde e Totale
fluviale
fluviale
attivo
13
1
14
35,1
7
6
13
18,9
7
2
9
18,9
4
1
5
10,8
5
5
13,5
1
1
2,7
37
10
47 100,0
Valo ri %
turismo
verde e Totale
attivo
10,0
29,8
60,0
27,7
20,0
19,1
10,0
10,6
10,6
2,1
100,0
100,0
38
Cosa intendete per offerta turistica fluviale?
Quale tipologia di prodotto turistico trattate?
UK E IR LANDA
• C rociere
plurig iornaliere
• Noleg g io hous eboats
e imbarcazioni da
diporto
• Trekking e pass eggiate
a piedi lungo il fiume
• E s cursioni giornaliere
suRmotos
cafiE
GE
MANIA
FR ANC IA
• Noleg g io hous eboats ,
peniches hotels ,
imbarcazioni da
diporto
• C rociere plurigiornaliere
• E s curs ioni giornaliere
• Hotellerie e ris torante a
bordo
• Locazione battelli da
diporto
S PAG
NA
• Itinerari culturali e
naturalis tici, vis ite
g uidate
• Es curs ioni g iornaliere
• Trekking ,
cicloturis mo,
pas s eg g iate a piedi e
altre attività all'aria
aperta
• K ayaking e
torrentis mo
• Noleggio hous eboats e
B E NE LUX
In g ras s etto le ris pos te più frequenti
• C ombinazione
cicloturis mo +
battello-barca
• Noleg g io di
hous eboats
• Es curs ioni g iornaliere
• C rociere fluviali +
AUS
TR IAculturali
E S VIZZE R A
itinerari
Noleg
g io hous eboats
• C
anottaggio
• C ombinazione
ciclotouris mo +
battello/barca
• Tour fluviali in tutta
Europa
39
Matrice competitiva del prodotto turistico
fluviale per le 5 macro-aree mercato (A)
G ermania
e
B enelux
Francia
Aus tria e
S vizzera
Attività
a terra
Attività
in
acqua
Attività
a terra
Attività
in
acqua
C iclo-turis mo
fluviale
P archi e oasi
naturali,
birdwatching, etc
E venti,
s pettacoli e
ras s egne
mus icali
C rociere
plurigiornali
ere
C ircuiti
culturali
E s curs io
ni
giornalier
e
Attività
s portive
Noleggio
hous eboats
Trekking e
pass eggiate
S agre e
fes te
tradizionali
E quitazion
e
C ircuiti
enogas tronomici
B attelli e
imbarcazioni
tipiche e antiche
P esc
a
Importanza dei contenuti di
prodotto nelle s celte di
acquis to
> 60% preferenze
Tra 50 e 60%
preferenze
Tra 30 e 50%
preferenze
< 30% preferenze
40
Matrice competitiva del prodotto turistico
fluviale per le 5 macro-aree mercato (B)
UK e
Irlanda
S pag na
Attività
a terra
Attività
in
acqua
Attività
a terra
Attività
in
acqua
C iclo-turis mo
fluviale
E venti,
s pettacoli e
ras s egne
mus icali
C rociere
plurigiornali
ere
E s curs io
ni
giornalier
e
P archi e oasi
naturali,
birdwatching, etc
C ircuiti
culturali
Noleggio
hous eboats
Attività
s portive
Trekking e
pass eggiate
S agre e
fes te
tradizionali
E quitazion
e
C ircuiti
enogas tronomici
B attelli e
imbarcazioni
tipiche e antiche
P esc
a
Importanza dei contenuti di
prodotto nelle s celte di
acquis to
> 60% preferenze
Tra 50 e 60%
preferenze
Tra 30 e 50%
preferenze
< 30% preferenze
41
Evidence
4. International market analysis on the demand for
river tourism in Europe
•
•
•
•
•
•
•
•
47 stakeholders interviewed: tour operators and travel agencies
s pecialis ed in river tourism and/or green tourism in 5 market macroareas (Austria/S witzerland, France, G ermany/Benelux, S pain,
UK/Ireland)
30% of the interviewed link the R iver Po to Venice and the
R eg ion Veneto; 28% to northern Italy in general; 15% to’E miliaR omagna, 9% to Lombardy and only 6% to P iedmont
40% of the operators s tated that the web is their primary s ale
channel :
64% s ell on-line, 21% of which make 80% of their s ales on line
90% of the touris ts in the 5 macro-areas are individual tourists ,
org anis ed g roup tours account for 10% only
70% do not s ell the Po area as a touris t product nor have any
relations with its touris t s ys tem or its territory
Profile of the European river touris ts : they travel as couples or
with friends ; average age 45; travel mainly by car or train; choos e
cycling as a way to dis cover new places; holidays have an average
duration of one week; they prefer s mall accommodation facilities
with cus tomis ed s ervices (bike depos it, s huttle service, etc); they
combine s port activities with cultural and gas tronomic interes ts , vis it
s mall villages and want to dis cover the material culture of places .
3 driving concepts in the choice of a river des tination : authenticity
and typicality, outdoor activities , s lownes s
Result
Guidelines, proposals and opinions of international operators on tourist
demand to build up the right offer and provide contacts for commercial
agreements
42
Competitive matrix of the Po tourist
product
43
The team
“KPL Project - Knowledge Po Leadership” is an international research study of the cross-regional
project “Promotion of tourism in the Po area”
C ross-regional P roject “P ormotion of tourism in the P o
Area”
Leader: R eg ion E milia-R omag na,
R eg ional C ouncil for Touris m, Trade, Touris t S ervices and Quality
of Touris t Areas
•
•
•
Laura S chiff (responsible for the project)
Lorenzo B aldini
Antonio M anes
R eg ion Lombardy
•
•
S tefania Tamborini
Luca M ambretti
R eg ion Piedmont
•
•
M arzia B aracchino
Gaetano D i B lasi
R eg ion Veneto
Prog etto K PL -K nowledg e Po Leaders hip
•
•
P aolo R osso
Alessandra S egato
Project, cons ulting , s urveys , adta proces s ing and reporting on res earch S tudio
G iaccardi & As s ociati
Lidia M arongiu Andrea Zironi S erena P eana and S tefania D eiana G iulia Torella
44
THANK YOU FOR
YOUR ATTENTION
Progetto, modello, elaborazioni, azioni e metodologia sono un prodotto originale dello
Studio Giaccardi & Associati - Consulenti di Direzione
© KPL, All rights reserved, Ravenna novembre 2009
www.g iaccardias s ociati.it

the river po

Transcription

Similar documents

Pedigree of: Haven Hill`s Caballeros Mira

May - Arkansas Ultra Running Association

String 21 String 29 String 30 String 38 String 39 String 40

group profile

Official Road Map of Ontario

LGH_pachete Odihna Activa_c

Puisi Indah Azahara

Retail: Downtown Guide

Sitkum RIver - Clallam County