Diversification of economic activities in rural areas in ...
Transcript of Diversification of economic activities in rural areas in ...
Diversification of economic activities in
rural areas in SEE through rural tourism
Agricultural Policy Forum
9 - 10 October 2019 Ohrid, North Macedonia
#APF2019 #RuralTourism #ValueNotVolume
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Rural is important in all of this!
Rural Tourism
Ecotourism incl. Wildlife Conservation
Adventure Travel
Mountain Tourism
Cultural & Heritage Tourism
CulinaryExperiences
Sports Tourism(Leisure)
Health & WellnessTourism
Other Special Interest (SIT)
Voluntourism& Working Holidays
Rural Tourism by Core Location and Main Offer
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Farm: On farm and its environment.
Agro: agricultural land, meadows, pastures and forest land
Rural: territories with natural and cultural attractions; lakes, mountainous, natural forestry parks, in or near protected areas
Farm: Farm life, accommodation.
Agro: rural way of
life, rural holidays,
trades of agro-food
products, F&B
Rural: rural
environment
with natural
and cultural
attractions,
recreational
activity that are
basis for rural
holidays
Source: Bojnec, S.: Rural Tourism, Rural Economy Diversification and Sustainable Development, Koper, Slovenia 2010
…as to increase the number of choices.
Always act so...
H. von Förster (1911-2002, Austrian American
scientist combining physics and philosophy)5
…because our guests are not the same as in the 70s!
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They want good reasons to stay longer & spend more locally!
Diversified traveler motives
New kinds of expectations
Educated, travel experienced, aware of (ecology, safety, social…)
Individuals, not herds
Digital, mobile, spontaneous
New socio-demographics - source countries - travel patterns
Photo: www.montenegromountainguide.me
Diversification best practice example
Fallängetorp in Sala, Sweden
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https://fallangetorp.se
Destination Management Organisation: https://vastmanland.se/en/
„Make and cooperate!“
Anitha Barsätter´s message to us…
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Maintain or develop: Small-scale community services,
such as village schools, meeting rooms, elderly care.
Develop communication: Broadband,
alternative public transport.
Think innovative: In the development of business in the
countryside, towards new "green services" e.g. in health and
environment.
Healthy pricing: Provides additional payment to rural services
and raw materials at fair value, e.g. raw materials for food,
health and sustainability services.
...for rural areas to stay alive and have a
good chance of success:
Because we can
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Have ǀ Find ǀ Create#DesignOfMemories
“The Balkans are Europe the way most Americans imagine, but most of Europe no longer is.“ Jim Johnson, Founder and CEO Biketours.com
Because we should
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Net Migration Rates 2000/2015 (migrants per thousand population)
Country
/ Year
Albania BiH Macedonia Montenegro Serbia Kosovo
2015 -6,37 -8,89 -0,5 -0,99 -2,24 n.a.2000 -11,53 -8,37 -0,85 -7,00 -10,24 n.a.
…help stop depopulation & brain drain.
Source: https://knoema.com/
…but also problems, between strategies and
realisation (not only funding!):
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Albania: Human resources,
coordination/implementation
of all projects, NPs under risk
BiH: Public structures, weak framework,
communication/coordination (including
donors), no IPARD
Kosovo: Lack of data. No linkages /
connection with many different
strategies (some underway still)
North Macedonia: Access to data;
institutional memory non-existing
Serbia: Cooperation
between Ministries;
weak products (not
only „bed & food“)
„killing small
entities“, corruption,
disabling environment
Montenegro:
Human resources,
communication/coordination across all
levels (horizontal & vertical), non
existing destination management
Top challenges (as per SEDRA meeting in Pogradec, Albania, June 2019)
2008, Boan – Javorje
Montenegro
What a promise we gave! With new infrastructure,
education, standards, promotion, 6.000km…
… 2019, on a National “Top Trail” for cycling & Via Dinarica, connecting villages…
10 years no maintenance → No product…
A riverside walk in Berane, MNEAround Lake Skadar, MNE
Via Alpe Adria, village Varch, ITA
These things must change now. For citizens and visitors.
Key Success Factors (I) –
Destination management
(not only marketing!)…
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Efficient system of support for beginners in rural tourism business:
information, education, consulting, favorable financing, joint
marketing strategy and action planning.
Development of new managerial and entrepreneurial knowledge
and skills – focus on generation change & gender equality.
Integration of agriculture and tourism as a lever of rural
development (e.g. local value chains).
If it´s not sustainable, it´s not development.
… bringing together rural and tourism policies with
global sustainable destination development standards
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https://www.gstcouncil.org/ + more: see presentation by Ioannis Pappas, 20.06.2019
Why has sustainability become a key issue?
Benidorm, Spain Photo: V. Crego „The Venice Syndrome“, a film by A. Pichler, 2012
Trailer: vimeo.com/52491214
Budva, Montenegro28 Our lakes, rivers & oceans
Key success factors (II) Early & continued local
community involvement…
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“The concept of true social sustainability
is to share the business with
the local community,
not just the profits
in form of pay / service jobs.” Dr. Taleb Rifai, UNWTO Secretary General 2010-2017 at the
#ATWS2019 closing panel
Destination Development is a Management Process
Analysis:
Where arewe?
Goals: Where do wewant to go?
Strategy:What canwe do?
Realisation:How do we
make ithappen?
Monitoring:Are we on the right
path?
Community-based rural tourism is their best
option. That is why local people cry out to…
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#SaveTheBlueHeartofEurope
#SaveSinjajevina
#SaveSalina
#SaveSkadarLake
#DaljeNecesMoci
#NeKapBukovice
#etc. etc.
Key Success Factors (III) Education &
cooperation, for products & marketing
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Quality standards – with local authenticity.
Protection of rural identity and natural-cultural landscapes.
Incentives for cooperation & innovation.
Cross-sectoral cooperation – from national to local levels.
Transparency, communication, facilitation,
hands-on support
Key Success Factors (IV): The right indicators
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How does success look like in 20, 30, 50 years?
Challenge in all tourism: Stop chasing volume, start chasing value!
What you don´t measure
you cannot manage.
ANN HEIDI HANSEN Visitor Management Pilot Project Nordland County
Council: Accelerating Smart Sustainability for Destinations, The Regional
Perspective Presentation at #ATWS2018
Tourism needs to be measured not by visitor numbers
alone, but its efficacy in creating prosperity, full-year
employment, a healthy environment and benefits to the
destination → the local communities. Cillian Murphy, The Loop Head Peninsula, adjustments by K.H.
Making and measuring what matters
What are the impacts of our decisions on…
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People?
Planet?
Profits?
About SDGs and tourism: https://tourism-sdg.nz/2018/07/02/tourism4sdgs/
Key Success Factors (V): Networks. Check, involve
& support the functional ones; link with Europe
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Region
Albania: anrd.al
BiH: alterural.ba, ruralnamreza.ba
Kosovo: facebook.com/nordkosovo
Montenegro: ruralholiday.me, ruralportal.me
North Macedonia: ruralnet.mk
Serbia: selo.rs/rs, ruralsrbija.rs
Balkan Rural Development Network (7 members)
European Federation of Rural Tourism, eurogites.org
European Network for Rural Development
https://enrd.ec.europa.eu/
Enabling joint competitiveness
Building good management (LAG → DMO)
Understanding our existing and potential customers
Creating market-resonant experiences
Keeping promises: inbound & outbound
Making & measuring what matters
Wrap up. Diversification through rural tourism
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38 Read & watch the full story in:
https://openexplorer.nationalgeographic.com/expedition/exploringwesternbalkans
Kirsi Hyvaerinen
MB +382 67 288 776
@Tweets_KH
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kirsi.hyvaerinen
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