SPORT TOURISM · Natura, Orient, romantic, beauty&spa. Wellness & spa-Indoor swimming pools with...

SPORT TOURISM

I FEEL SLOVENIA

UNITUR

Beograd: 530 km 5 h

Ljubljana: 130 km 2 h

Celovec: 130 km 2 h

Graz: 125 km 2 h

Trst: 200 km 2,5 h

Where are we?

Strukture blagovnih znamk Unior Turizma pred prenovo celostne

grafične podobe

Terme Zreče Spa

- 394 meters above sea level

- Sports facilities 500 meters from hotel

- Medical service

Hotel opening 1.10.2011 | Official opening 11.11.2011

New

accommodation

- Hotel Atrij ****S With new hotel we obtained45 new rooms | 5 new seminar rooms| 173 additional seats in restaurant | new wellness center Idila

Idila, wellness & spa

- New 450m2 of wellness facilities -4 worlds for relaxation:

Natura, Orient, romantic, beauty&spa

Wellness & spa

- Indoor swimming pools with thermal

water 28°C – 36°C

- Outdoor swimming pools with thermal

water and wather forest park 25°C

Sauna world

- Finnish, steam, bio and infra red saunas

- panoramic sauna

- sauna programs with peelings

Health care

- HYDROTHERAPY

- KINESITHERAPY

- MECHANOTERAPY

- ELECTROTHERAPY

- THERMOTHERAPY

Rehabilitation program

on the highest level

- Highly qualified medical staff (orthopedist, cardiology,..)

- Modern and up to date equipment

- Fitness

- after surgery rehabilitation

Cuisine and

restaurants

Business center

-Congress

hall 250

seatings

-5 seminar

rooms 50

80 seatings

-Daylight

-Free parking

places

Rogla - winter

- Rogla in summer - Rogla in winter

Accommodation

- Planja Hotel ****

-- Hotel Rogla***

-BGW Rogla 1/2+1, 1/4+2

- Hotel Brinje 1/2+1, 1/3+2

-- Hut Koča na Pesku

- Youth hostel Jelka

Skiing

- 15 km ski slopes

- 100 days of skiing

- Family friendy center

- ski school

- Night skiing

Fun park Rogla

- The biggest fun park in SE Europe

- Several internationa events during

season

- Snow board school

- 1,5 km of atractions, jumps,

boxes, rails

Ski school

Cross county

- Cross country polygon

- Track length: 1,5; 3,75; 5 and 10 km

- From 16. – 18.12.2011 Rogla hosted

2nd Cross country world cup

Fun and Fun

- Animation on ski slopes

- Snow Igloo with apre-ski parties

- discoteque in the hotel

- Animation in the hotel

- Live music in restaurant

- Mini disco for kids

Animation

- Thematic path on children ski lift Uniorček - Interactive atraction

Mountain church

- new church on Rogla, near hotel

Planja

- Organising a concerts

- Holy mass

For athletes

- 1517 meters above sea level- Healthy climate

- Top quality sports infrastructure

- Friendly staff

Football stadium

with natural grass

- Dimension 65 x 105 meters

- Tartan athletics track

- Goals of various dimension

- Only 50 meters away from hotel

- Equipment storage

Football stadium with

artificial grass

- Dimension 44 x 64 meters

- 2x 16m space for training shooting

- 2x mini – pitch for indoor soccer (20 x 40m)

- 100 m from hotel

- EPDM infill (green)

• 2.200 m2 area

Sport hall

in the hotel

- 1x handball court or

- 2x basketball court or

- 3x tennis court or

- 5x badminton

- 1x hall for martial arts

- 2x squash courts

- Dimension 10 x 13 m

- In the sport hall

- Techno gym equipment

- Fitness equipment for sport teams

Fitness

- In the sport hall - 9 meters and 2,6 m high

Artificial climbing wall

Oxygen and nitrogen regulation

possible

Altitude rooms

Wellness center

- Swimming pools

- Saunas

- Massages (sports, Thai, classical)

Outdoor center

-Guided hiking tours

-Guided biking tours

- Rent a bike

- Scott test center

- Skike center

Business center

conference halls

-Congress

hall 250

seatings

-5 seminar

rooms 30 -

70 seatings

-daylight,

-free

parking place

Courses

- golf

-Nordic walking

-Cross country skiing

-Skike

- laughing joga

- Healthy way of life (trip to

the genine Slovene ECO

market)

Youth tourism

• Summer and winter school in nature

• One day trips (skiing, swimming, guided hiking tours, adrenaline ride Zlodejevo…

• Swimming school

• …- Adrenalin ride Zlodejevo

- Riding pony’s

- hiking tours

- Panoramic ride with chairlift Planja

- Nordic Walking

- Sport fishing

Golf court and

vineyards

- Golf court “Zlati gric”

- 9 holes

- 5 km from Zrece

-Carthusian Monastery at Žiče

-Herman Potočnik Nordung museum

-Old town centre Slovenske Konjice

Events

Know how in organizing TOP Sport Events

* World and European championships* World and continental cups* International tournaments and congresses

Damjan Pintar, Sportour 2017

Managing sponsorship in tourist destination

Case study


Sponsorship important marketing tool –strategic decision for company

• PETRA MAJDIČ – Olympic and WC medalist

• MATEVŽ PETEK – World champion

• ROK MARGUČ – World champion

• TIM KEVIN RAVNJAK – YOG Insbruck medalist


Some fact abut sponsorship• Long term contract - 4 years• Consists of financial part and services• Athlete opened company and sponsorship went thru the

company– In 2009 letter of intent about cooperation after

the carrier was signed


Goals and strategyGoals of the company - Sponsor• Increase of awareness of company / products brand with use

of the athlete and its communication power• Use of natural potential of resort Rogla and positioned it

internationally as cross country and high altitude resort and resort of active holidays

• Attract international sports events (European and World cups ) to position product/resort with the assistance in media

• In co-operation with local community apply for EU founds and develop modern sports infrastructure


Why female athlete Petra ?Petra was:• Communicative and believes in product/brand Rogla• Her behaviour is natural and act as first class ambassador• With her informal influence opens the door • In spite of hard training a lot of travel and busy

computational schedule always finds a time for the needs of the company (PR, activities, programs)

• As top athlete and popularity is natural and communicate all the stakeholders very sympathetically. Employees likes her

• She was nice but very demanding partner when negotiation and generator of ideas


Activities of sponsor

Strategic part• Development of world training resort and resort for active holidays• Development of cross country, snow boarding and other winter

activities that are not developed in other resorts at that time• Activation of new target group of consumers• Approach to the new international markets• Development of cross country facilities, renovation of the snow

making system and development of whole year sports infrastructure which will prolong the season

• To organize sports recreational event European and Worldlopet• To attract large number of top athletes and teams to the training

camps on Rogla


Operational activities of SponsorUse of the athlete image:• Printed materials (catalogues, pricelists , folders, leaflets)• Invitations (events, press conferences)• Images (sports facilities, offers for athletes and active tourists, nature• PR activities (statements, press conferences)• Markings (resort markings)• Events(at the period she was available during training process in resort/

she was in the country)• Assocciation with partners• Advertising / printed media, giant banners, web, events…)• Organizing TOP international events


Positive effects For athlete:

• Relative financial security

• Optimal conditions for training

• Use of high altitude rooms for training and relaxation

• Relaxation and rehabilitation under the team of Unitur doctors and specialists


For Company:

• Increase of awareness nationally and internationally

• Increase of the guests and visitors on Rogla connected with Petra s success and popularity of cross country

• Successful candidature for EU founds and building of cross country and training complex

• Organisation of international events in the resort at other fields and disciplines ( snow boarding, IPC, beach volleyball, taekwondo) and transfer of knowledge abroad

Positive effects


Media appearance in comparison to otheractivities


Value of media appearance in Eur

pojavnost Unituja in Petre Majdič pojavnost Uniturja

761 881

59 074

Ocena medijskega prostora (v evrih)


Appearance of brand Unitur in comparison of another company „trusted brand“

Ugledno slovensko podjetje

Unitur

80%

4%

20%

96%

Pojavnost blagovne znamke UNITUR

pojavnost blagovne znamke pojavnost kot pravna oseba

* Criteria - European Brand Institute this company is listed to the top of Slovenian brands


I FEEL SLOVENIA

Sport and tourism shaking hands – Slovenian case

Where the Alps meet the Mediterranean,

the Karst and the Pannonian Plain

SloveniaZagreb

Vienna

Venice

Munich

• Central Europeanposition with ideal natural resources fortraining and active holidays ( 3 climatic types) - NATURE

• High level of sportdevelopment - KNOW HOW ( HR)

• Relatively goodinfrastructure in LC and TR - INFRASTRUCTURE

• Range of services in sports SCIENCE

• Relativly easy accessible (EU, SMALL DISTANCES)

• Capable organizers and good hosts TRADITION

• Standardized Olympic and national trainingcentres

Budapest

Prague

Slovenia in the hearth of Europe.TOP SPORT AND TRINING

DESTINATION??

ACTIVE

3. Some facts from Slovenia

Legal basis for ensuring public funds forinvestments into sport infrastructure in RS

National program (resolution) of Sportin the Republic of Slovenia for 10 years

Law on sport

Annual programme of Sport – APS(the State - national level, municipality– local level).

With public funds is financed:

Newly constructed sport facilities

Modernisation of public sport facilities

Sports equipment

Structure of the public finances to sport

Sport facilities in Slovenia (m²/capita )

Co-financed projects are selected through public call

Public private investments

Majority connected with tourist resorts

International standards for organizing Top sport events

Planning process

Investor – 4 local communitiesExisting track and field stadium will be renewed Project partners

– local communities,– national sport federation– tourist company– institute

New contents: Football infrastructure with limited spectator placesSport hall with fitness centerRehabilitation unitHotel facilities

International Standards for sports infrastructure

Denied permission for building sport facilities if there is no existant polyvalent structure and (all)international standards

Planning of sport activities:for schoolslocal population (evening recreation)

sport tourist programstraining camps & competitions)

Planning process

SUSTAINABLE DEVELOPMENT – Sport Tourist infrastructure

ECOLOGICAL SUSTAINABILITY

Planning of right trail and user for given area

Level of long term impact works within the landscape

PHYSICAL SUSTAINABILITY

Minimize impacts, both natural and user created

Minimize the need for major maintenance

MANAGERIAL SUSTAINABILITY

Ability to create, maintain and manage trails through

internal and external routes

Trail decisions (including closures) based on real time info

SOCIAL SUSTAINABILITY

Create trails that people/ tourists wants

Trails that “make sense”

SUSTAINABLE DEVELOPMENT - Sport Tourist infrastructureCASE STUDY: VALAMAR BIKE CENTER, CROATIA

PROBLEM:

Diversify and target affluent guests / seasonality

SOLUTION:

Development of mountain biking specific

infrastructure and services (trails, skills park,

pumptrack)

Adaptation of accomodation (storage, bike wash, etc.)

Mountain biking events & training camps

RESULTS:

Same year after the the number of guests in the fall

increased for 12%

More active, affleunt guests instead of elderly

population

Canondale, have chosen Rabac as the main location of

their elite world cup racing team and as the venue for

the presentations of new models of their bikes for 2018

SUSTAINABLE DEVELOPMENT - Sport Tourist infrastructure

ASPHALT PUMPTRACKS, CROSS COUNTRY, ROLLER..

A pumptrack is a continuous loop of berms and rollers

that can be ridden without pedalling.

Bringing mountain biking to the users -

implementation in the urban areas

Activate & attract younger population

Attractive for beginners (2 years +) as well as for

experienced riders

Not only for bikers -asphalt pump-tracks are suitable

for all sizes of bikes, skateboards, rollerblades, scooters

and similar.

MISLINJ

A

ROGLA

SKI

RESORT

KOPE

SKI

RESORT

SLOVENJ

GRADEC

VELEN

JE

LJUBLJA

NA

VILLA

CH

G R

A Z

VIEN

A

VITAN

JE

MARIB

OR

ZAGREB /

CROATIA

CELJ

E

Mislinja / Slovenia - THE DOOR TO POHORJE MOUNTIANS sports and tourism synergy

Strategically location of Mislinja in the region

Establishment of new bicycle pathsConnecting Mislinja with the existing sports destinations

New identification of the place as a bicycle friendly destination for professional and families

Planning process – with assistance of faculty for architecture

MUNICIPALITY EXISTING AND NEW SPORTS INFRASTRUCTURE AS POTENTIAL

FOR TOURIST DEVELOPMENT

Activities on the new

Mislinja lake: summer

swiming, winter ice

skating

Fishing in Mislinja river

canyon

Pure natural water springs

Glamping on the shores

the new Mislinja lake

Planning process – with assistance of University knowlidge

New wooden sport hall:

handball, basketball,

football,...

New internal pool suitable

for swimming events

90 m ski jump

new wooden hostel for

cyclists

bmx dirt jump polygon

Why Slovenia?

• Developed training and educational system• Highly developed sport partnership ( importance of sparing

partners) • Developed accommodation and sports infrastructure• Central position in Europe, easily accessible starting point


Sports facts

• Slovenia was ranked top-three according to the number of medals won per million inhabitants criterion: Beijing (2008), Vancouver (2010), London (2012), Sochi ( 2014) Olympic Games• The number of the medals won in the international competitionsincreases by 8% annually,• as much as 64% of adult Slovenianstake part in recreational sportsactivities•Sports is part of „Nations culture“


Which are expecations of pottential coustomers?

• Easy accessible• Safe• Hi end competent training environment• Good **** star accommodation • Offer which consist of ( basic program, sports related specialities including

nutrition, touch of science in the process)• Program offerings for different stakeholders from sport ( clubs, federations,

individual top athletes)


Expecations of pottential clients

• Our potential clients DO NOT expect:

• Catalonia http://sportperformancecentres.org/centres/centre-dalt-rendiment-car-sant-cugat

• Turkey http://www.gloriasportsarena.com.tr/Mainpage

• USA http://www.visitcos.com/things-to-do/history-and-heritage/landmarks/us-olympic-training-center-colorado-springs/

• Qatar http://www.aspire.qa/

• EXPECT:

• http://sportperformancecentres.org/centres/centre-dalt-rendiment-car-sant-cugat

• Solid training conditions with good standard of infrastructure

• Appropriate environment for training and rest of athletes including climate conditions

• Getting possibility to meat and compete Slovenian or international high level athletes & teams

• Use Slovenia as starting point for Europe sports training or competition

• Profit from the knowhow which Slovenian sport & science could offer


http://sportperformancecentres.org/centres/centre-dalt-rendiment-car-sant-cugat

http://www.gloriasportsarena.com.tr/Mainpage

http://www.visitcos.com/things-to-do/history-and-heritage/landmarks/us-olympic-training-center-colorado-springs/

http://www.aspire.qa/

http://sportperformancecentres.org/centres/centre-dalt-rendiment-car-sant-cugat

Products

1. Athletes training camps

2. Education and qualificationprograms for coaches

3. Slovenian experts for specific sports field

4. Specialized congresses


Mediterranean Slovenia

* All year around training destination * Water sports* Individual and team sports


Continental Slovenia* Specialized training destination * Winter individual and team sports* Olympic and non-Olympic Individual and team sports


Alpine and Mountain Slovenia

* Team sports and facilities* Special training programs for individuals and teams* Four season programs for winter sports


Thermal&Spa Slovenia

* Team sports and facilities* Sports rehabilitation specialized programs* Facilities and knowhow for impaired persons


Science and Sport

• In sports diagnostics center Slovenia can assure services in:

• Laboratory of kinesiology, Laboratory of biodynamics, Laboratory of psycho diagnostics,Laboratory of biomechanics, Laboratory of physiology, Laboratory formomentum behavior, Laboratory formotion control, Laboratory for physical and motor development diagnosis, Laboratory for sports medical diagnosis and nutrition


Medicine and Sport

• High-end medical diagnostics

• Experienced specialists in sports medicine orthoepy and other fields

• Modern and developed rehabilitation programs in selected Slovenian spas


Train in Slovenia and

Feel SLOVENIA


1. Introduction into Sport Tourism –some facts

Defining sports and tourism

• In 1992, the Council of Europe defined sports as ‘all forms of physicalactivity which…aims at improving physical fitness and mental well-beingforming social relationships, or obtaining results in competition at alllevels’.

• Sport and Tourism are experience-oriented activities which people engagein to satisfy their needs.

• Sport is moving from being a highly organised form of exercise to one thatis adapting to the different behaviours that are normally associated toleisure time activities.

• 2001 Barcelona– FIRST CONGRESS SPORT TOURISM IOC/ WTO

How Sports Tourism developed

• Tourism in the earlier years was more skewedto the idea of rest and relaxation.

• Nowadays people are more conscious abouttheir health and quality of life.

• This proved to be an opportunity for tourismdestinations to include physical and sportingactivities in the supply of tourism products,either as principal activities or as an addedvalue.

Elements needed for Sports Tourism

• Human resources

• Sport tourist Infrastructure and sport facilities

• Land Use

• Energy Use

• ‘Crowding out effect’

Marketing trends• Todays travellers are seeking special

moments/ emotional experiences

• Fast developing IT solutions offer several options for innovations in tourist destinations

• Today is all about mobile

• It is also all about “experience”, “information” and “personalization”

• Known athletes/sport teams as valuable testimonials for tourist destinations

New lifestyle

• Thermal water & seaside destinations are a good combination

• Health consciousness will lead to additional demand for active holidays

• Competitions can motivate people to participate in health-related/fitness activities

• Initiatives regarding medical tourism canhelp to reduce seasonality

Adventure tourism

• Adventure is becoming “softer”

• Adventure tourism offers the chance that the revenue stays in the destination

• Authenticity is achieved by linking tourism to the local culture and local people

• A balanced development taking economicneeds and nature protection intoconsideration is needed

• Unused potential for off season due todifference between „what is expected“ and „what is offered“

Hiking

• Many global trends have a positive effect on hiking tourism

• A younger target group discovers hiking –supported by popular hiking ambassadors

• Iconic products can give boots to similar develop-ments but needs protection

• Positive synergies trough marketing activities of producers of outdoor clothes/items

• Long-haul travel for hiking tourism is mostly connected with cultural tourism activities

Recreation versus Top sports

• Sports tourists can be classified into two main categories:

• Participants

– Recreational

– Competitive

• Spectators

• This classification defines the magnitude and quality of the facilities demanded by the participants.

• Such categorizations are important for any country wishing to diversify its tourism product.

‘Sports Tourism’ in Europe

• According to data published by IPK, The European Outbound Sports Tourism Market, which comprises all trips of one night and over made by Europeans outside their normal country of residence to all destinations worldwide, during which athletic activities predominate accounts for a total of 7 million trips per annum, 2% of total European Outbound Travel.

Sport tourism• Enable structured cooperation between

tourism and sport authorities

• Sport events need to be linked to the permanent offer and requires appropriate funding

• Sport events often grow slow starting with an idea of enthusiasts

• New innovative sport events can inspire people to visit a certain destination

• Mega sport events have their positive and negative sides

Sports Tourism - benefits• Diminish over-dependence on tour operator

business

• Diversify tourism offer

• Alleviate seasonality issue by attracting sports tourists in the off-peak months

• Economic benefits: Expenditure and Employment

• Exploit destinations’ natural,

physical and human resources

e.g. sea (diving, water sports),

mountains (skiing)

• International recognition

Challanges for the development of Sports Tourism

• Strategic Approach to sports tourism development

• Coordination and communication and national/state/regional levels

• Research

• Sustainable approach to facility development

• Funding

• Education and Training

DEVELOPMENT AND PRODUCTSOF SPORT TOURISM

Sport products in tourism

• SPORTS RECREATION

• PROPHILACTIC / PREVENTIVE PROGRAMS WITH INCLUSION OF SPORTS

• REHABILITATION WITH SPORTS PROGRAMS

• TRAINING CAMPS AND SPORTS IN TOURIST DESTINATIONS

• SPORTS EVENTS AND TOURIST DESTINATIONS

Sports recreation in tourist destinations

Types of consumers Sports as primary goal for holidaysSports as a part of holidays

For whom: Children Families Active couplesSeniors Impaired persons

Must: Sport facilitiesInstructors and coaches ( organized courses and sport schools)

Prophylactic programs in tourist destinations

For whom: Adults Employees of companiesManagers

Must: Appropriate medical and sport facilitiesSpecialists ( doctors, individual coaches, physiotherapists)

Rehabilitation with sports programs in tourist destinations

For whom: Injured individuals after surgery or illnessAthletes

Must: Appropriate medical and rehabilitation facilitiesAdjusted sport facilities Specialists (doctors, individual coaches, physiotherapists)

Training camps for athletes and sport teams

For whom: Smaller clubs and associationsProfessional clubsNational teams Individual athletes

Must: International standard facilitiesSparing - partnershipOrganization of competitions -tournaments

Sports competitions in tourist resorts

For whom:Athletes and teams

Must: International standard sport and accommodation facilities with previous experiences depending on the level of competition Easy logisticsCapable of organizing teamsCooperation with NF – IF and governmental support

Thank you and welcome to the world of Sportour

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