Tourism – a dynamic catalyst
Today, investments in tourism, events and meetings are made in order to create steady economic growth, increase employment and stimulate better living standards for the inhabitants of cities, regions and countries.
In various ways, tourism helps to increase the quality of life among the people who live and work in the destination . It creates a depth and variety of culture, entertainment and sports, restaurants, sights, shops etc that the city population on its own could not sustain. Local business benefits from the increased income that tourism brings, leading to more jobs. As the global competition for attention and investment accelerates, the service sector is generally seen as a key factor for differentiation and growth. Tourism often acts as a dynamic catalyst within the service sector and it is the spearhead within cultural industries. Through increased tax incomes, it helps finance the public sector; it also makes an economic basis for the expansion and improvement of the infrastructure of cities, regions and countries. Moreover, it contributes to building bridges between people of different ethnic backgrounds.
Like any other industry, tourism businesses requires staff who are well educated in relevant subjects, but who also have excellent practical skills. It creates a great number of jobs within hotels, restaurants, trade, transport, congress- and conventions, meetings, events, guidance, construction as well as culture and entertainment. Tourism gives a lot of people the opportunity to enter the workplace.
”A brand should make you smile”
Successful brands create positive associations
/ Claes Bjerkne
Private Public Partnership
In order to allow the tourism and travelling industry to prosper, there has to be a long-term, professional and purposeful planning. A well established cooperation between the private and the public sectors – private-public-partnership – is, according to us, mostly imortant when it comes to creating a flourishing destination, and in strengthening its trademark.
In order for a destination to be successful, it must offer competitive products. This is why the basis for a long-term and durable success, lies in supporting the destination/product development with visions of progress.
However, a good product is not always enough to create prosperity. The market has to know about the destination and what it offers. The importance of creating awareness of the brand of a destination cannot be underestimated. Unless it is known, it will never be successful. Therefore, the destination has to work on its trademark and chisel out its essence – a kind of condensed image of the destination. Expectations and positive associations with the destination are important, and people should feel that they really want to go there and “experience” the destination or “Live the destination”.
Really successful trademarks give rise to positive associations: “A brand should make you smile.”
In order for the destination to develop successfully, it must be accessible. This applies both to the accessibility to, and from, the destination, as within the destinations itself. Global environmental issues put our society in a position where we need to find more environmentally durable solutions of transport.
Today, mega events are used as platforms of communication about cities, regions, countries and companies. Investments in big events play an important role in increased economic growth, in the strengthening of a city/region/country, as well as in establishing and strengthen a brand. Clearly defined goals and a strategic plan as how to reach the goals are of outmost importance for a destination that wish to become a stronger event destination.
An increasing number of cities/regions/countries have realized the value in arranging fairs, conventions, conferences and corporate events. Their participants spend a lot of money.
Arranging meetings within fields and research areas where the city/region/country has, or is about to achieve, international state of the art knowledge, is a way to support and speed up the development within these important areas.
To be a successful destination at the private travel market, the city/region/country has to adapt itself to its target groups. Many different factors effects people’s choice of destination: interests, distance, accessibility, travel time, price, service, quality, family situation and climate are some examples.
Another important factor is in which phase of life people find themselves. Life situation can be described in terms as:
People’s interests are factors which greatly affect travelling. Examples of these are when people travel to explore big cities, travel to sunshine and sea bathing, golf, skiing, hiking, adventure, culture, events, food and wine, experience and exploration etc.
The geographical dimension also influences how people travel. There is regional travelling, where inhabitants travel within the region in the course of a day. There is also national (and sometimes this includes other countries in the vicinity) travelling where visitors spend at least one night at the destination.
International travelling comprises a number of nights, for example City Breaks (most often 2-5days) and charter travel (1-2 weeks). Finally, we have the intercontinental travelling, where the traveller often combines several destinations in the course of his/her journey, and stays away for a considerable length of time.