bsef2012 session4 tourism_johnson
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Crimea:Building on Strength
This project is funded by the European Union
Crimean Tourism Diversification and Support Project (CTDSP)
Symptoms and Challengeso Ageing infrastructureo Obsolete products, traditionally single product
destinationso Congestion: in time and spaceo The changing expectations of visitorso Increasing competition
Signs of Stagnation(UNWTO)
– Limited increase in arrivals– Profitability ratio decrease– Ancillary services more expensive than the basic
product– Lack of renewal of tourism infrastructure– Destination image problems
Signs of Decline(UNWTO)
– Negative level of arrivals– Decreasing prices– Lack of new investments– Decreasing salary levels and loss of human capital– Infrastructure obsolescence– Environment deterioration
Purpose of EU Project: Need for renewal 1. Diversified and balanced tourism industry in Crimea2. Public – private sector collaboration3. Improved quality and standards of management and service
Outcomes:o New visitor marketso Wider choice of productso Enhancement of the visitor experienceo Extension of seasonalityo Regional spread
Developing the experienceo Attractions: natural, built, cultural, eventso Infrastructure: transport, signage, amenitieso Services: accommodation, shops, cafés, careo Brand proposition: synergy in presentationo Management: planning, development, operations
Developing the productsBuilding on strengths and exploiting market potential
Four product types identified:Medical and wellness tourismAdventure and activity tourismCultural tourismMeetings and incentives
Health CrimeaRefreshing and extending the existing productFrom sanatoria to health and wellness centres
Theory Realityo All destinations and products need to innovate and
be kept up-to-dateo Aim for a mix of quality examples and clusters of
activities and attractions
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