Reinventing Tourism Destinations - Christopher Bruyn

Innovation in Tourism Destinations: How to make it happen?

Christophe de Bruyn

Director

Conference on Innovation in Tourism and Hospitality

Innovation: How to do it?

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think differently include multiple

stakeholders

co-creative process across

different disciplines technology as support

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Innovation should not be limited to one aspect of the product development process, but

should be a way of approaching and thinking about the tourism experience throughout the

tourism value chain

Travel

organization &

booking

• Either in

visitor´s home

country or in

intermediate

destinations

• This value

chain unit is

the only one

operated at

the visitor´s

origin, before

starting his trip

Innovation is a way of thinking about possible synergies that can be created between the different components of the value

chain

Transportation

• Composed of

all means of

transport to

reach or leave

the

destination, or

to distribute

the visitors

within the area

Support

services

• Other support

services for

tourists

Leisure

activities

• Tour guides,

excursions,

shows and

events for

tourists make

up this unit

Tourism

assets

• Mainly

operated by

institutions,

either public or

private, which

manage

protected

areas,

museums,

heritage

areas, etc.

Handicraft

• Handricraft

and Souvenir

shops

Food &

Beverage

• Provision of

food &

beverage

products for

visitors, mainly

in bars and

restaurants in

hotels, fast

food outlets,

roadside

vendors,

kiosks, etc.

• Accommoda-

tion deduced

from different

sources of

information

Accommodation

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Innovation in tourism is about understanding and anticipating the needs of the tourist/visitor

before, during and after their experience

There are opportunities for innovation throughout the customer experience

Bookings Make reservation easier

Experiences Provide services to

the visitors in the

destination

Choose destination Provide solid information

Dream

Tourism experience

Remember Maintain the

relationship through

research and

monitoring measures

Innovation

Emotional

(software)

Physical

(hardware)

Case study for a mature urban destination:

Barcelona, Spain

Case study: tourism experiences provided by

local residents – Spain

Case study: selling rooms by hours – Barcelona

Spain

Case study for a declining sport facility: Spa-

Francorchamps - Wallonia, Belgium

Case study for a themed resort destination:

Lefkadia Black Sea, Russia

Case study for an emerging destination: Kars

Eastern Anatolia Turkey

Case study for a whole rural territory: Serbia

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How to make it happen?

Case Studies: Barcelona, Spain

Product innovation challenge To further develop the successes of Barcelona as an international destination for business and leisure, while at the

same time address the important issues of including the citizens in the product experience

Challenge

• Strengthening international positioning, differentiate product offer and

develop high quality tourism.

• Decentralize product offer: from the traditional icons to new icons

• Involve local citizens as a key tourism market and showcase the

positive elements of tourism

• Improve the use of technology

• Improve the competitive positioning


• Consultation with multiple stakeholders from different industries and

players in the tourism value chain

• “Back to the Future” vision sessions

• T&L Concept Development Lab: creative workshops with experts

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Context of product development



• Barcelona is recognized as one of the most successful tourism

destination in Europe and is the second highest MICE destination.

• Since the Olympic Games in 1992 has shown strong growth

• With more than12 million tourists in 2010 it is one of the most

competitively positioned cities in the world.

• Challenge of remaining competitive in its positioning

• Challenge of including the local population as key consumers of

tourist products

• Furthermore it faces the challenges of decentralizing the tourist

attractions and involving a wider destination concept in the

positioning of the city

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Product innovation solution



“Involve local community as key benefactors of

the development of tourism”

• Involve local citizens in the tourism products and target them

as a main source market.

• Show the benefits of tourism to local community

• Engage the tourists in the local activities in different

communities in the city, so that they feel part of the city´s

community

• Citizens to temporary tourists; tourists as temporary citizens

• Support the exchange and interaction between the tourist

and visitor

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“Use technology as a way to communicate with

visitors keeping them informed and update on the

variety of experience in and around the city”

• New technologies are used as a key way to develop products, to

give the user flexibility to create their own products and to be

involved with the activities in the destination

• Actively promote the way in which tourism can be a positive

influence on the community

• Push the boundaries of micro products and product extensions

• Use technology to create the overall product experience and to

link the visitor between different micro-destinations



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Barcelona, Spain




Spain








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Case Studies: Trip4real

More than 100 micro experiences to enjoy under the guidance of a local resident throughout 5 Spanish regions/cities

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Each experience is unique because also the experience provider is unique!

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Each experience is unique because also the experience provider is unique!

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Barcelona, Spain




Spain








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Case Studies: Hotel room by hours


Case Studies: Hotel room by hours

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Barcelona, Spain




Spain





Case study for an emerging destinatiion: Kars



Challenge

• Integrate two opposing concepts of nature (quietness) and the circuit

(noise, pollution) into one concept/product.

• Involvement of local villages around circuit : Spa, Malmedy and

Stavelot)

• Create a new regional destination and integrate local existing leisure

components

• Create a project which is economically, socially and environmentally

sustainable


• Use technology to support the destination?

• T&L Concept Development Lab: creative & innovative workshops with

the client and internal workshops, participation of nature and sport

experts

• Benchmarking and site visits, consultation with public and private

stakeholders

• Placemaking techniques

• Market studies and feasibility studies

Product innovation challenge Create an integrated destination and revitalize existing products which are facing increased competition and

transform it into a sustainable product with a competitive positioning

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Case Studies: Spa-Francorchamps, Belgium

Source: OBM



Context of product The destination of Spa- Francorchamps is located in south-eastern Belgium in the province of Liège (Ardennes). It

is an area of natural beauty and is popular for sports and eco-tourism. It is perfect for a holiday centred on

extreme sports as well as being ideal for hiking and exploring nature.

• Spa-Francorchamps destination: Spa, Stavelot, Francorchamps and

Malmedy.

• Each ones adds value to this tourist area while all share common

cultural traits.

• Francorchamps is situated in the heart of the destination and is famous

for its Formula 1 circuit and its Grand Prix.

• Spa is the thermal waters centre and is labelled as Europe's café, Spa

was recognized as a holiday resort due to its casino, thermal cures and

golf course.

• Stavelot carnival is an internationally renowned event, famous for its

white-clad "Blanc Moussis" participants.

• Malmedy is surrounded by nature and with numerous springs

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• Main welcome area

• Satellite welcome area

• Virtual welcome area

• Travel planner

• Welcome boards

”The physical or

virtual welcome

centres are the

starting point of the

visitor experience”

• Tree village

• Nature & Adventure

Park

• Adventure Games

“Forest adventures,

walks, discoveries,

relaxation and

recreation for the

whole family”

• Events

• 'Energy-Motion'

Innovation Centre

• Museum of the History

of Spa-Francorchamps

“Adrenaline thrill of

motor racing, fun and

innovative activities

linked to new green

technologies”

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Source: OBM




“An ecological transport system to discover the

destination”

• Destination Spa-Francorchamps has good transport infrastructure

with a network of road, motorways and bike trails of good quality.

• Create new roads and bike trails to complement the existing

transport network.

• Develop an environmentally friendly transport system in order to

move easily between the different attractions

• E.g. small electric buses or electric cars, electric bicycles, electric

scooters.

“An interconnected regional destination”

• Wide variety of activities in the Spa-Stavelot-Malmedy triangle

and on the the Hautes Fagnes plateau

• Employment opportunities

• Regional experience: synergies between the new project and

existing activities

• Develop network from existing operations

• Develop new sites such as the Hockai golf resort or the balloon

launch site between the circuit and the town of Malmedy.

• Adrenalin thrill of motor racing linked to new green technology

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Barcelona, Spain




Spain









Case Studies: Lefkadia, Russia

Product innovation challenge To develop a new destination which provides an innovative interpretation of wine and nature tourism, while at the

same time maintaining and preserving the agrarian landscape.

Challenge

• To develop a new destination which leverages the natural beauty of the

site while at the same time preserving and protecting it

• To create a wine resort concept which is unique in Russia


• Close consultation with architects and urban planners who believe in

sustainable design.

• Innovation: use of landscape to protect, preserve and enhance its natural

beauty.

• T&L Concept Development Lab: creative workshops with experts

• Placemaking techniques

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Context of product Located in south east Russia in the province of Krasnodar, 50 km from the Black Sea, which is a growing leisure

destination with high investment by the government.

• Wide tourism infrastructure concentrated around the Black

Sea and Azov Sea with major investment is planned for the

region with the Sochi Olympics 2014

• Coastal area with summer resorts and beaches, mountains

(ski resorts in Sochi area)

• Forests areas for hunting, rural landscapes, cultural and

heritage sites.

• Site is an area of natural beauty which combines mountain,

valleys, lakes and forests (an oasis of calm and tranquillity)

• Pioneering mixed use project in Krasnodar combining wine

and wellness, defining a new quality in hotel and real estate

developments in the region

• Strong market fundamentals, with limited quality supply and

an increasing demand for a high quality offer which is not

being met in the Russian domestic market

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Source: Hart Howerton




“Comprehensive master planning and

development strategies which optimise the

economic, social and environmental benefits of

the project”

• A project concept that is a true model for sustainable

development

• A coordinated approach to environmental, social and

consequently, financial successes where sustainable

strategies are embedded into the DNA of the project

• The values of the destination should define the priorities

for development

• Integrated approach to sustainability, to ensure that the

value of the project is enhanced

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valueEnvironmental

Economic

value

Social

value




Product innovation solution “The natural landscape must be preserved, protected and enhanced”

• Genuine environmental sustainability: project design maximises

environmental benefits with minimum cost

• Make smart choices about how to develop in a place by working

with the natural features of the land

• Entire conceptualisation process is driven by sustainability

objectives.

• Master Plan designers should preserve and maintain the natural

landscapes of the project, while at the same time identifying real

solutions for the site for the management of impact on the

environment.

• Responsible consumption is increasingly important to customers

• New destinations, particularly in rural areas, have an opportunity to

become leaders in environmental sustainable products

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Barcelona, Spain




Spain









Case Studies: Kars

Product innovation challenge The UNWTO Volunteer Programme aims to identify specific tourist products that can be developed in Kars province, Eastern Turkey

and link them with the appropriate market segments

Challenge

• Identify and create potential tourism products, routes and

itineraries by linking the appropriate tourism assets

• Identify and reduce gaps constraining development

• Sustainable model for maximizing economic and social value,

while minimizing both environmental impacts

• SME’s development for income generation and job creation

• Pro poor tourism for poverty alleviation and social integration

policies


• Visit and technical analysis of tourism assets

• Portfolio of tourism products: integrating activities or routes

linking tourism assets

• Develop commercial scope for tour operators and tourists

• Tourism asset management for maximizing resource value

• Marketing and information delivery systems

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Context of product The project develops Sustainable Cultural Tourism Policies for the region of Kars by enhancing tourism economic

impact and contributing to social cohesion

• The Kars Province is located in the Eastern Anatolia Region and shares

its borders with the Republic of Armenia

• The province stretches across 9,500 km2 of land and has a population of

about 323,000.

• The rich historic background of the province is reflected by numerous

sites like the ancient city of Ani and the city of Kars.

• Kars also has a wealth of fauna and flora that is being conserved by the

Kars-Igdir Biodiversity Project.

• The region has more than 300 species of birds out of the 400 species

found in the country.


Case Studies: Kars

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“Creation of Cultural, Winter and Nature

routes, itineraries identified for the

destination Kars”

• Product development analysis starts by defining product

categories according to current tourism trends and tourist

demand motivations

• Definition of complete product portfolio attractive

throughout different seasons

• Kars has the potential to become a destination that offers

three main types of tourism experiences:

• Cultural Tourism

• Winter Tourism

• Nature and Ecotourism

• 33 tourism routes and itineraries have been identified and

classified with as basic-, complimentary-, and auxiliary

products


Case Studies: Kars

Sarikamis Ski Resort

Sarikamis’ battle fields

Katerina’s hunting mansion/The mosque of Kazim Karabekir

Borluk Valley

Kars City Cultural Heritage

Susuz waterfall/ Susuz Mud Baths

Cildir lake

Kuyucuk Bird’s Lake

Sosgert castle

Bassuregel castle

Ani Antique City

Magazbert Castle

Five churches of Digor

Kechivan Castle

Wall paintings

Aras Rivera Canyon

Kars International Caucasus Festival

SNOW (Orhan Pamuk)

Culture

Nature

Winter

Cildir/ Kuyucuk

Ani

Digor

Kagizman

Sarikamis

Kars City

Winter tourism

Cultural tourism

Legend

Nature/ Ecotourism

Unique/ International

Agri Dagi

Karagol-Sahara National Park

Product development in Kars Tourism Destination

Clusters

Sarikamis Ski Resort

Sarikamis’ battle fields

Katerina’s hunting mansion/The mosque of Kazim Karabekir

Borluk Valley

Kars City Cultural Heritage

Susuz waterfall/ Susuz Mud Baths

Cildir lake

Kuyucuk Bird’s Lake

Sosgert castle

Bassuregel castle

Ani Antique City

Magazbert Castle

Five churches of Digor

Kechivan Castle

Wall paintings

Aras Rivera Canyon

Kars International Caucasus Festival

SNOW (Orhan Pamuk)

Culture

Nature

Winter

Cildir/ Kuyucuk

Ani

Digor

Kagizman

Sarikamis

Kars City

Winter tourism

Cultural tourism

Legend

Nature/ Ecotourism

Unique/ International

Agri Dagi

Karagol-Sahara National Park

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Case Studies: Kars

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Basic Products

Cultural tourism

An Encounter with

Caucasian Culture

and Civilization

The Ancient Splendor

of Kars

Protected Nature and

Cultural Heritage

The Cultures around

Noah’s Adventure Mystical Kars

Eastern Anatolian

Adventure

Within the 21 cultural products

created in Kars Province, 6 are

defined as basic encountering

the main cultural assets of the

Province

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Barcelona, Spain




Spain









Case Studies: Serbia

Product innovation challenge To develop a Rural Tourism product which differentiates rural Serbia from its competitors and develops a product

which can play a key role in the diversification of the Serbian economy

Challenge

• Leverages the natural and cultural resources

• Diversification

• Involve local communities

• Sustainability: economic, social, environmental


• Extensive collaboration with multiple stakeholders including national

and local government, national and regional tourist organizations,

entrepreneurs, associations, collaboration with UNWTO, UNDP, UNEP,

UNICEF and FAO

• Market research, surveys, interviews and international benchmarking

• Multi-stakeholder workshops and meetings

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Context of product Rural Tourism has been identified by the government of Serbia as one of the key development areas for the

diversification of the Serbian rural economy, which is highly dependent on the agricultural sector.



• 85% of the Serbian territory is rural

• Approximately 75% of the rural economy engaged in subsistence

farming.

• Despite the wealth of natural and cultural resources, rural areas

suffer from high rates of unemployment, depopulation and low

economic activity

• Rural Tourism already exists in Serbia: Western Serbia, Central

Serbia and the autonomous province of Vojvodina

• Many gaps in the Tourism Value Chain

• A recent study by the UNWTO shows that this product has great

potential to create economic, social and environmental value for

Serbia.

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“Rural Tourism development requires an

understanding of its synergies with other types

of products”

• Rural Tourism has synergies with other products in rural

areas

• Cultural Tourism: Heritage (castles, monasteries,

UNESCO World Heritage sites), Ethno villages &

Events, Wine & Gastronomy

• Nature & Earth: eco-tourism, agro-tourism, mountains,

rivers, lakes

• Sport & Adventure (lakes, rivers, mountains)

• Special Interest (hunting, fishing, bird watching)

• Family & Child

• Nautic & Cruise

• Importance of the interaction and involvement of the local

people in the development of the tourism experience.

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Rural

Tourism

http://www.gettyimages.es/detail/sb10061843ai-001/Digital-Vision




“Rural Tourism clusters which links and connect

different areas throughout the territory”

• 12 Rural Tourism Clusters throughout territory

• Clusters have variety of products while at the same time have

core “flagship” products which build their identity

• Clusters create identity for the Serbian Rural Tourism

experience by connecting different territories through products

• Products like ethno-villages, Cultural Tourism, Sport &

Adventure, Nature & Earth Tourism are found in all clusters

• E.g. Lower Danube Cluster:

• Agro-tourism, ethno-villages, gastronomy and wine

tourism

• Cultural Tourism (Viminacium archeological park -

UNESCO Word Heritage Site, Golubac castle)

• Sport and Adventure

• Nature and Earth tourism (including ecotourism) along

the Danube river and Djerdap National Park.

• Nautical Tourism on lakes and rivers

• Special Interest

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Innovation is about collaboration between different stakeholders, break classic

product development frameworks through a highly creative process

Innovation in product development should be fostered using the inputs from different stakeholders

Visitors

Local

communities

Experts in

experiences/

Leisure and

edutainment

National,

Regional and

Local Tourism

Organisations

Tourism

industry

experts

Tourism

companies

National,

regional

and local

government

Academic

specialists

v

v

v

v

Social sustainability

Environmental sustainability

Economic sustanability

Innovation

Innovation is results orientated

Innovation is real

Makes business sense

Creates value

Is sustainable: people, places, businesses

DELIVERS MEASURABLE RESULTS

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Tourism & Leisure Europraxis provides specialized consulting services

for the tourism, hospitality , leisure and sport industry, offering an

integrated range of professional services in both operational and

strategic areas.

Tourism & Leisure Europraxis is part of the Indra group, listed on the

Spanish stock exchange.

T&L is a UNWTO Affiliated Member and UNWTO Knowledge Network

Member . T&L has collaborated with the UNWTO in various

international projects.

Contact person:

Christophe de Bruyn, Director T&L Europe

Barcelona office

[email protected]

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Reinventing Tourism Destinations - Christopher Bruyn

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