Cultural Heritage: Exploiting Opportunities for Rural Development

Sustainability and Marketing Cultural Hub Guide

1. Introduction The cultural heritage of each country is an unbreakable bond between the past, the present and the future, and along with natural heritage it is an irreplaceable source of life. The culture of a region, as it has developed over the years, reflects its lifestyle, its folklore traditions and customs, which have passed from one generation to the other. This is why the preservation and the protection of this heritage have to be a priority for every region. Due to its cultural heritage, each region has a unique identity, which separates it from the others and this uniqueness can become a comparative advantage if it is effectively exploited. The cultural sector has significant consequences, social, economical and political. Culture has always been fundamental for European integration and the preservation and promotion of cultural heritage is one of the main priorities of the European Union, since it is obviously a critical factor for the development of local economies and for the support of local income and employment. Culture and its preservation, due to globalization, has entered a new face where it is also considered as a comparative advantage because of its connection to tourism. Without a doubt, culture is directly linked with tourism in an area, although culture is an immaterial good while tourism is purely an economic figure. The overall objective of each region should be to find a balance between the promotion of its cultural heritage and the subsequent touristic development and the preservation of its uniqueness. The stakeholders, who are active in the highly lucrative sector of tourism, should recognize the importance of cultural heritage so that it wont be sacrificed for profit. Culture has been acknowledged as one of the most important comparative advantages of the Mediterranean regions and as a political priority. Culture, within the framework of an organised promotion strategy can also become a regional development tool, especially in the Mediterranean, which is a hub connecting three continents. There are numerous examples of successful combination between cultural and natural resources of a region and economic development coming from tourism and the boost of local entrepreneurship. A prerequisite for the success of such an initiative is the perception that cultural heritage is a priceless development asset, which should be protected from being overexploited.

Despite the fact that the culture industry is a key element for development, many isolated Mediterranean regions, although they have important cultural monuments, are not in the position to effectively exploit them due to the lack of planning and coordination. Consequently, the overall objective is the development of an effective strategy for the promotion of cultural hubs, services and initiatives of each region, which can lead to the creation of a competitive tourism industry, able to become driver of local economic and social development.

2. Description of creative and cultural enterprise heritage hubs The analysis of cultural resources in the CHORD partners territories and the evident variety of cultural assets clearly indicate a wide potential for cultural tourism. Promoting tourism development in the area through the CHORD Project involves identifying thematically grouped resources based on the travel motivations and interests of potential visitors. The resources have been grouped and analysed into cultural hubs, defined by themes of interest to the potential market. Province of Benevento The analysis of cultural resources in the Province of Benevento and the evident variety of cultural assets as illustrated in the tables above clearly indicate a strong province-wide potential for cultural tourism. Promoting tourism development in the area through the CHORD Project involves identifying thematically grouped resources based on the travel motivations and interests of potential visitors. The resources were analysed according to category and then grouped into cultural poles, defined by themes of interest to the potential market. Five pre-existing or potential cultural poles for the Province of Benevento were identified: Archaeology History and Art Nature and Landscape Villages and Crafts Food & Wine.

Archaeological Pole The Province of Benevento offers a great variety of fascinating archaeological sites and museums. Over the centuries this area was inhabited by many different peoples and civilizations. Numerous archaeological remains dating from the Samnite and Roman age can be 4

found in and around towns throughout the province. These include well-known monuments such as the Arch of Trajan in Benevento as well as less famous but equally fascinating sites for anyone interested in archaeology. As regards existing and potential promoters of the Archaeology Pole, in addition to town councils responsible for the resources, local promoters such as local tourist offices and cultural associations actively promoting and protecting archaeological sites and resources may be involved. History and Art Pole Churches, monasteries, castles, palazzi and monuments scattered throughout the province are a living testimony to more recent times and important historical events. During the Middle Ages, the area was fought over by the Goths and Byzantines and later ruled by the Lombards. The long period of papal domination, interrupted only by a brief Angevin interlude, saw the construction of many churches, monasteries and convents, which are today an important part of the local historic and artistic heritage. In addition to town councils responsible for the resources, existing and potential promoters of the Archaeology Pole could include local tourist offices and cultural associations. Nature and Landscape Pole The Province of Benevento offers many areas of outstanding natural beauty for eco- and geotourists to enjoy. The area between the peaks of the Matese and Partendo mountains is crossed by the Fortore, Tammaro and Calore river valleys and by a vast network of their tributaries. The variety of natural environments ranges from stark mountains to woodland, rivers, streams and lakes. Important fossil discoveries have also transformed the area into a great attraction for palaeontologists. Existing and potential promoters of the Nature and Landscape Pole include the mountain communities of the Province of Benevento (Alto Tammaro, Fortore, Taburno and Titerno), the

WWF, the Benevento section of the Club Alpino Italiano (Italian Mountaineering Club), and the Benevento delegation of the Fondo Ambiente Italiano (National Trust for Italy). Villages and Crafts Pole For a very long time, much of the Province of Benevento was defined by the habits and customs of farming communities. Throughout the area there are many rural villages with distinctive architectural features where traditional crafts are still practised. Popular traditions can also be enjoyed at the many festivals associated with country life as well as religious sites situated outside urban areas. Several towns and villages have particularly interesting historic centres either for their well-preserved buildings or traditional craft industry. In addition to town councils, local tourist offices and cultural associations, other potential promoters of the Villages and Crafts Pole include art colleges and local guilds. Food & Wine Pole The Province of Benevento offers a range of food products that have been or are in the process of being awarded PGI (Protected Geographical Indication) status, as well as DOC wines and other traditional locally produced foods. The following table lists the provinces major food and wine resources. There already exist a number of organizations in the province set up to protect and promote local products. These include Samnium, a consortium of vine growers, wine makers and bottlers protecting Aglianico del Taburno or Taburno DOC wines, and a consortium of farmers and packers protecting Mela Annurca apples. Manufacturing companies could be involved in activities promoting the Food & Wine Pole either individually or jointly. Region of East Macedonia & Thrace The areas resources can be divided in four types and in five sub-areas (Prefectures of Evros, Rodopi, Xanthi, Kavala and Drama). The cultural assets have been divided in the following themes: Archaeological and ecclesiastical monuments - Museums

Eastern Macedonia and Thrace offer to the visitor a magnificent combination of places and itineraries of archaeological and historical interest, tangible evidence of all historic periods. The visitor will certainly discover here the historical and cultural development of the area. The region of Eastern Macedonia and Thrace is indissolubly connected with the historical development of Christianity and Orthodoxy in Greece and Europe. The large number of religious monuments that are saved till today, Byzantine and Post Byzantine churches in their majority, in combination with the ecclesiastical museums, the hagiographies and the holy vessels, as well as the local events and festivals, compose an important pole of attraction for the visitors. Natural Heritage sites of natural and scenic interest In the Region of East Macedonia and Thrace there are four of the total eleven wetlands of international importance, that Greece has included to the list of Ramsar Convention. During the ancient years, Region of East Macedonia and Thrace was covered at 80% from forests approximately. Nowadays, despite the great forest destructions, the percentage its still high mainly on mountainous areas and it is up to 55% per prefecture. Annual traditional cultural events Region of East Macedonia and Thrace is a unified cultural area, where every prefecture or even smaller geographical area or social group, has specific unique characteristics. And the cultural activity of the Region, either it is related to day-to-day life, or it is revival of old customs, is really significant and it is an integrated part of the social life and potential polar of touristic attraction, if it is dully developed. On this area and its activities, great part of the Greek history it is visible, either coming of what is considered as Greece nowadays, either from the outgreek Hellenism. All these

elements, in accordance to the geomorphologic characteristics, are consist of an image which can be promoted and be part of the touristic development process of the Region. Traditional food products wine and gastronomy Another form of alternative tourism, gastronomic and wine tourism, completes the options in the Region of Eastern Macedonia & Thrace. The tastes are unique revealing the long and multicultural tradition of the area. The kitchen of Eastern Macedonia and Thrace combine creatively the products of local agricultural, piscatorial and farming production. The big variety of tastes is a result of the combination of the traditional Macedonian and Thracian recipes with the kitchen of Sarakatsani, of the refugees from Pontos, Eastern Romylia, Eastern Thrace, Minor Asia and from Cappadocia, Armenia, Roma, Pomaks, Turkey. The unique dishes are completed by sweets and famous wines, ouzo and tsipouro that are produced in the area. The wine tradition, famous from antiquity, continues till our days, proving that the inhabitants of Eastern Macedonia and Thrace know to enjoy every moment of life. Each Prefecture has particular local food products and wines. Ena Chios S.A. The island of Chios has great cultural and historical heritage both of which, with the implementation of an effective promotion strategy, can enhance the development of the island and have positive impact both economically and socially. Those, which should be further exploited, are the local traditional products of the island (mastic -a worldwide unique natural product, oranges and mandarins, traditional wines, perfumes marmalades, liqueurs and other alcoholic and non-alcoholic beverages, etc) and the numerous cultural attractions, thus archaeological, historical and religious sites (some of which are protected by UNESCOs World Heritage), inhabited medieval settlements (Mesta, Pirgi, Anavatos etc.) and sites of a great architectural and natural interest (Kambos etc). Actions towards the promotion of the cultural heritage of the island are already taken and with successful results, for example the cultural events, which take place during the year across the island (the customs of religious festivals, 8

the Agro tourism festival, the Mastic festival, the Carnival festivals and many other Religious festivals) and the music, dance and theatre festivals. Acknowledging the importance of the promotion of cultural heritage, the competent stakeholders of the island have sought their participation in many European projects on cultural heritage. The aforementioned projects, through transnational collaboration and exchange and transfer of best practices, have contributed to the overall development of the island. Research has clearly showed the potential of tourism development in Chios, within the framework of the exploitation of its cultural heritage. Of course there are still numerous obstacles, which have to be overcome. The island of Chios, located in the north Aegean Sea, has a rich and varied heritage. Visitors can enjoy picturesque scenery, areas of unspoilt natural beauty and numerous sites of historic and artistic interest. The islands cultural assets can be summarized as follows: historic sites and monuments, including churches and monasteries archaeological sites villages with distinctive architectural features sites of natural and scenic interest museums traditional food products crafts events and local traditions

An analysis of the cultural resources of Chios clearly indicates a strong potential for cultural tourism.

In order to promote tourism development in the area, the main existing or potential poles, either directly or indirectly involved in promoting cultural tourism in the island of Chios, are, between others, the following: North Aegean Region Municipality of Chios Municipality of Mastichochoria 20th Ephorate of Byzantine Antiquities 3rd Ephorate of Christian Byzantine Antiquities Greek Ministry of Culture Museums (Archaeological Museum of Chios, Nea Moni Museum, Byzantine Museum, Maritime Museum, Koraes Library Ethnological Traditional Museum, Folklore Museum of Kalimasia, Agricultural Association of Chios Citrus Cultivators Chios brand of Aegean University Mastic growers association Castle of Chios Chamber of Commerce Homerion Cultural Centre of Chios Ministry of Maritime Affairs, Islands and Fisheries Hotel owners association Travel Agencies ENA CHIOS S.A. Development Corporation

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Chamber of Commerce of Seville The analysis of cultural resources in the Province of Seville and the evident variety of cultural assets clearly indicate a strong province-wide potential for cultural tourism. The resources have been grouped into cultural hubs, defined by themes of interest to the potential market. Five themes for potential cultural hubs were identified for the Province of Seville, for each of them it follows a brief description. Archaeology The Province of Seville offers a great variety of fascinating archaeological sites and museums. Over the centuries this area was inhabited by many different peoples and civilizations. Numerous archaeological remains dating from the Roman age can be found in and around towns throughout the province. These include well-known monuments such as the Roman Amphitheatre in Italica as well as less famous but equally fascinating sites for anyone interested in archaeology. As regards existing and potential promoters of the Archaeological hubs, in addition to town councils responsible for the resources, local promoters such as local tourist offices and cultural associations actively promoting and protecting archaeological sites and resources may be involved. History and Art Churches, monasteries, castles, palaces and monuments scattered throughout the province are a living testimony to important historical events. Under the Arab ruling, Seville entered into an age of splendour. After Ferdinand III the Saint conquered Seville for Christianity, Muslims were forced to leave whereas Mudejar and Hebrews stayed. A lot of churches were built to replace the mosques and many building were rebuilt and transformed in Mudejar style. Seville experienced its apogee after the discovery of America and the monopoly on the trade relations.

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In addition to town councils responsible for the resources, existing and potential promoters of the History and Art hubs could include local tourist offices and cultural associations. Nature and Landscape With an extraordinary wealth of bird life, the province of Seville is one of the best places in Europe for bird-watching. This invaluable bird diversity is due to the provinces unique natural areas, which range from the Sierra Nortes abrupt mountains with extensive cork and holm oak forests to the tranquil lakes of the provinces three endorheic systems, not to mention the mosaic of ecosystems that make up the Doana Natural National Park. These places are also ideal setting for practising outdoor sports, including hiking, horse riding, and cycling routes. Existing and potential promoters of the Nature and Landscape hubs include

Environmental Ministry of the Junta de Andaluca and the town councils of the municipalities where the protected areas are situated. Villages and Crafts Traditional crafts can be found throughout the Province of Seville. Popular traditions can also be enjoyed at the many festivals and pilgrimages associated with folklore and religion. Several towns and villages have particularly interesting historic centres either for their well-preserved buildings or traditional craft industry. In addition to town councils, local tourist offices and cultural associations, other potential promoters of the Villages and Crafts hubs include art colleges and local guilds.

Food & Wine

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The Province of Seville offers a range of food products that have been awarded PGI (Protected Geographical Indication) status, as well as other traditional locally produced foods. Some of them have been protected by the Designation of Origin (DOP). There already exist a number of organizations in the province set up to protect and promote local products. These include the different Regulatory Boards or the Quality Wine from Lebrija Association. Manufacturing companies could be involved in activities promoting the Food & Wine hubs either individually or jointly. In order to incentivize tourism development in the area, the main existing or potential players either directly or indirectly involved in promoting cultural tourism in the Province of Seville were also identified: Seville Town Council Diputacin Provincial de Sevilla, Prodetur (Seville Provincial Tourist Board) Chamber of Commerce of Seville Confederacin Empresarial Sevillana (Seville Business Confederation) Mancomunidad Community) Consorcio de Medio Ambiente Estepa-Sierra Sur-El Pen (Estepa-Sierra Sur-El Pen Environment Consortium) Asociacin Red para el Desarrollo Turstico de las Ciudades Medias del Centro de Andaluca (Medium Cities of Central Andaluca Tourist Development Association) Asociacin para el Desarrollo Integral del Territorio de Sierra Morena (Sierra Morena Development Association) Consorcio Va Verde (Green Route Consortium) Fundacin Va Verde de la Sierra (Green Route Foundation) Alcal de Guadara Town Council Fundacin para el Desarrollo de los Pueblos de la Ruta del Tempranillo (Villages of the Route of Tempranillo Development Foundation) Asociacin para el Desarrollo del Territorio de la Comarca de Doana (Doana Region Development Association) de Desarrollo y Fomento del Aljarafe (Aljarafe Development

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Asociacin de Ciudades Andaluzas de Turismo del Caballo (Horse Tourism Association) Asociacin Turstica de las Comarcas de Estepa y la Sierra Sur Sevillana (Estepa and Sierra Sur Regions Tourist Association) Asociacin Comarcal Gran Vega de Sevilla (Gran Vega Region Association) Asociacin interprovincial de municipios para el desarrollo del Turismo Sostenible de la Faja Pirtica (Pyrite Belt Sustainable Tourism Development Association) Asociacin para el Desarrollo Integral del territorio de Sierra Morena (Sierra Morena Development Association) Asociacin Red de Conjuntos Histricos y de Arquitectura Popular de Andaluca (Network Association of Historical Sites of Andaluca)

Mancomunitat de la Ribera The tourist resources in the region of Ribera Alta are multiple and varied, taking into account their uniqueness, form and function. All of them are related to the historical era where they were built and, because of the different people who have inhabited the regions, the region has several important and unique monumental remains, as small functional buildings that mark a certain period. The following cultural assets have been identified for cultural hubs: Historic, monumental and Artistic Heritage Fortress monastery of Santa Maria de la Murta, s.XIV; s.XV; s.XVI; s.XVII Alzira Walled Circuit of Alzira Town Council Hall of Alzira Monastery of Aiges Vives of Alzira Santa Catalinas Church of Alzira Sanctuary of la Virgen Del Lluch of Alzira Napoleonic Battery of Gavarda Tower of la Plaa of Benifaio Hermitage of Sant Roc de Ternils of Carcaixent Store of the Ribera of Carcaixent Hermitage of San Bernat of Carlet

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Condes de Orgaz Palacy of Sumacrcer Roman Villa of Enova Roman Quarry of nova

Cultural events Museum of feast of Algemes Gastronomic feast of Alcudia FIVAMEL of Montroy Taurine week of Algemesi International week of Chamber Music of Monserrat

Natural or Landscape Heritage Rice Cultivation in Algemes Orange cultivation of Ribera del Xuquer Murta and Casella Valley of Alzira Weir of Antella

Folklore and Festivals Fallas of the Ribera del Xquer Holy Week of Ribera del Xuquer Procession of la Mare de Deu de la Salut of Algemesi Fogueres de Sant Antoni

Local Food Products Local products that stand out are: Paella, Baked rice, Arrs amb fesols i naps , Arrs a banda, all i pebre, Arnad. These products are the foundation that supports the gastronomic culinary heritage of the Ribera del Xuquer.

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San Severino Lucano The area of the Lucania Region side of the Pollino National Park covers a territory of 98,000 hectares in the province of Potenza and includes 24 municipalities. The cultural heritage offer of the area must be considered as a whole focused on the Pollino National Park. It has a very rough morphology, with altitudes approximately ranging from 300/400m above sea level near the valley floors of the western and eastern side, to 2267m above sea level of the highest peak in the park: Serra Dolcedorme. This also means a wide variety of natural environments. In many cases, this diversity is even evident to the less attentive observer: for example in places where the soil reaches the greatest slopes (western side with an average slope of more than 45%) where, within a few km, it goes from the Mediterranean scrub to deciduous xerophilous forests and then to the beech and loricate pines, typical of the higher altitudes and mountain environments. The Pollino National Park has a rich and varied heritage. Situated in inland Basilicata, visitors to the area can enjoy picturesque scenery, areas of unspoilt natural beauty, and numerous sites of historic and artistic interest. The areas wealth of tourism resources is a result of the fact that the area has been inhabited since prehistoric times. Traces of the different civilizations that ruled over the area are often still visible in monuments and buildings. Other resources adding to the areas cultural heritage include the local customs and traditions. Over time, traditional food products have come to the fore and gained visibility. Thanks to their high quality and distinctive character, many have been awarded official status both nationally and at EU level. The areas assets can be summarized as follows: Archaeological itinerary (includes the archaeological sites and the museums); Architectural tour: the castles; Nature itineraries (includes sites of natural and scenic interest); Traditional food.

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Ceuti Ceut forms part of the area known as the Middle Plain of the River Segura and is bordered by the boroughs of Archena, Lorqu, Alguazas and Villanueva del Segura. Its town centre is some 18 kilometres from Murcia capital. It is not known exactly when this town was first populated, although some references exist suggesting that there was first an Iberian settlement and then later a Roman one. The Moslems also had a decisive influence on the area, which was then known as Alquera del Zepti. The written history of Ceut begins when the Islamic kingdom of Murcia is conquered by Castilla. During many centuries Ceut was continually passed on to different owners (the crown of Castilla, Aragon, military orders). For several centuries there was hardly any growth in population, until, in the 19th century an important demographic change took place and leading up to 1960 Ceut experienced a significant growth brought on by the development of the fruit and vegetable canning industry. In the last years, Ceut has been one of the most dynamic towns in the region of Murcia, with a very important cultural development: the programmes which its auditorium puts on are excellent, its exhibition hall welcomes the regions painters and sculptors from September to June, the success of its cantautor (Spanish traditional singer-songwritter) contest Cantigas de Mayo grows from one year to the next, Antonio Campillo Museum hosts the most important collection of this famous Murcian sculptor, and, in the last years, a sculpture and mural exhibition has been created in the open air. However, in this area what really stands out is the new contemporary art centre called La Consevera. The cultural heritage in Ceut could be divided as follows: MUSEUMS La Conservera. Opened since May 2009, La Conservera, which takes its name form the former use of the building as a cannery, has undergone a major refurbishment project led by the architect Fernando de Retes, who devised a dynamic, flexible design proving capacity for four impressive large exhibition rooms.

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La Conservera is the linchpin that sets the guidelines and determines the management of the other cultural spaces administered by the Department of Visual Arts of Murcias Regional Ministry of Culture, such as the Veronicas Church gallery and the Visual Arts Space (EAV). Antonio Campillos Museum. Inaugurated on 19 th December 2003, the Antonio Campillos Museum is located in one of the 19 th century noble buildings preserved in the borough of Ceut, right in the old quarter. The Museum of the 7 Chimneys. The building where the Museum is located dates from the 19th century, and owes its name from the seven chimneys that still scrape the sky over the municipality of Ceut and which belonged to old canneries. The Open Air Museum gathers a series of sculptures and murals mainly by Spanish artists. Over a hundred works are placed in different public areas. This project started with the placement of the first sculpture in 1997. The Open Air Museum is an active museum able to keep a close relationship with the cultural interests of the citizens, a place where the visitant can get lost in its streets like if they were the rooms of a museum. Convert Ceut into the museum as such, favouring this way, the enjoyment of the tourists as well as the embellishment and attractiveness of the municipality. ARTISANS Handicrafts are one of the truest reflections of a peoples culture. Behind this concept lies not only a chronicle of human undertakings, but also a means of production that has survived the changes of the modern world. Handicrafts tell us a great deal about the history of a place, its customs, its models of organisation and its ways of seeing things as they are. Through objects and shapes and methods of working with clay, esparto, metal, wood, etc. we can discover what we were and how we came to be what we are now.

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In Ceut some of the artisans who participate regularly in the most important fairs in the Region of Murcia have their workshops. A street market is held one Sunday every month with live demonstrations of handicrafts. SITES Other places of interest are the Church of St. Mary Magdalene, with its beautiful carvings among the most outstanding are that of the Saint himself, that of Saint Roque and, above all others, that of the recumbent Christ, which were produced by a sculptor from Francisco Salzillos school, and also the hermitage of St. Roque and the hermitage of St. Joseph the Worker and St. Mary Magdalene. Also worth visiting is the Arabic Wall, only discovered at the beginning of the year 2002, which is an Islamic wall made of adobe (sun-dried brick), which formed part of the entrance to the farmstead a thousand years ago.

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Evaluation of Pilot Action Component 4 - cultural road shows and Participation at the TECHA Fair Arles 2010 Component 4 Transnational pilot initiatives to create/promote creative and cultural enterprise hubs of CHORD Project foresaw the organisation and implementation of pilot actions for the promotion of creative and cultural enterprise hubs. More specifically, within the framework of Component 4, promotional cultural road shows were organised and the CHORD project participated in the TECHA Fair Arles 2010. Cultural road shows The aim of subcomponent 4.3 Pilot Promotion of cultural partnerships was for the partners to develop coordinated and integrated specialist press and marketing materials and to organize joint targeted road shows in 2 European capital cities, as a pilot initiative for the promotion of cultural partnerships. These activities are the key in testing the effectiveness of the joint marketing strategy designed by the partners. All the territories were involved in at least one of the two initiatives. The partners monitored the effectiveness and impact of the pilot actions and evaluated its transferability throughout the MED area. In terms of the use of roadshows as a tool for building a cultural district concept and raising brand awareness, the logistics of this kind of communication activity require careful organization and management, including a detailed schedule of events. To ensure the efficacy of the roadshows, a model was designed to act as a blueprint for planning a series of events that can be repeated at different times and in different target markets. The key stages in organizing and running a roadshow are described below.

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Figure 1 Model for organizing and running roadshows Destinations Targets Choose cities with international airports that can represent a cultural model for a very large surrounding area. Specialist travel and tourism operators: - travel agencies and tour operators - journalists from publications dealing with tourism, culture, and food and wine. Objectives: - create a mailing list of at least 30 operators in order to ensure at least 15 operators attend - create a mailing list of at least 30 target editors in order to ensure at least 15 journalists and representatives of 2 media organizations (press and/or radio/television) attend. Invitations - Techniques: e-mail campaign informing invitees of roadshow programme and follow-up telephone call. - Timing: send invitations at least one month before the event. - Request confirmation of attendance: no later than 10 days before the event. - Reminder: 3 days before the event. Use the workshop format as the target is business-related. The meeting must have a strong business and professional slant and at the same time offer moments of light entertainment representative of the area being promoted. - Presentation of the cultural district and initiatives being carried out in the area (events and incoming tourism organizations supporting tourists and operators). - Distribution of promotional material (brochures and presentation folders). - Tastings of local products and displays of traditional handicrafts. Centrally located, easily accessible deluxe / luxury conference centres / hotels offering conference facilities. - Press conference: hold an in situ press conference illustrating the results of the roadshow and invite media representatives from non-specialist radio, TV and press organizations so that coverage of the event is not confined to the specialist media. Compile a press review on the roadshow. - Attendee recall (operators and journalists): by e-mail and telephone, in order to strengthen contacts.

Format

Content

Venue Follow-up

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The first pilot promotional cultural road show took place in Vienna under the name Mediterrneo, the art of living on 25th of November 2009. The Naples Chamber of Commerce, together with the CHORD partners and in collaboration with the Italian Tourist Board in Vienna, held a press conference followed by a presentation and celebration dinner in the capital city of Austria, at the famous Palais Todesco. The aim of the event was to showcase to the Austrian public the amazing variety of attractions that the Mediterranean partners has to offer in terms of art, climate, events, food, and crafts. It was also an invitation to come and discover these regions, where there is vast choice of things to do, sights to see, and delicious local specialities to try. Throughout the dinner different products from Italy, France, Spain and Greece were provided for tasting. This marketing activity can be described as a unique opportunity to disseminate the resources of the partners regions, because of the high attendance of tourist operators and journalists to this event. For instance, it can be pointed out the attendance of one of the most important wholesalers in this sector, TUI, which has over 3 500 tour operators, 7 airlines, 12 hotel chains, 10 cruise ships and 30 million customers, which can give an idea of the importance of the event. In addition to the foodstuffs presented, the partners, on the occasion of this event, took the opportunity to disseminate their regions cultural and architectonic heritage, nature and landscape offerings, as well as the festivals and fairs held, by means of brochures that were provided for tour operators and visitors.

The second pilot road show took place in the German city of Munich on 5 May 2010, organised by the Province of Benevento, to present the cultural districts set up by the CHORD project. 48 press representatives and opinion makers attended. As an example of the projects cultural districts, the Province of Benevento presented the culture and traditions of the city of Benevento, best known as the witches city. Its surroundings also offer tourism attractions, which were duly presented as potential means for regional development, such as the gastronomy of the Monte Taburno region, the Protected Designation of Origin wines from Caudina valley, or the production of the unique Melannurca apples. The extensive architectural and natural heritage of the Sannio region, with landmarks such as Campolattaro lake and the thermal source of Telesina valley, are the components of a tourist offer that the CHORD project will help improve and develop in order to promote regional development.

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The third pilot promotional cultural road show took place with the occasion of the celebration of the International Exhibition on Cultural Heritage, in the Carrousel du Louvre in Paris, on the 5th of November 2010. Three of the projects partners, the Cultural Industries and Heritage Cluster, the Municipality of Ceuti and ENA Chios S.A., with the support of the Fundacin Comunidad Valenciana-Region Europea, jointly organized a press conference within the framework of this Exhibition. Under the title The CHORD project, taking advantage of Mediterranean cultural heritage, the event was focused on explaining the aims and objectives of the initiatives, as well as informing about the main activities developed by the three project partners represented. The president of the Cultural Heritage and Industries Cluster presented their experience in cooperation in the region of Provence-Alpes-Cte dAzur; the Major of the Ceuti Town Council explained an activity addressed to improve local resources with a socio-cultural offer comprising museums, leisure and art; and a representative of ENA Chios S.A presented best practices in the promotion of the island giving an example of the transformation of mastic resin in the Greek island, which is being currently developed by the craftsmen of Chios as sweet delicatessen labelled as Protected designation of Origin by the EU. Participation at the TECHA Fair Arles 2010 Region of Macedonia & Thrace attended the TECHA Fair 2010 in Arles, France and presented an innovative training application to promote its most important tourist sites, which consisted of a flash jigsaw puzzle containing several pictures of different locations of the Greek region. The users will have to match all the pieces in order to rebuild the pictures and match them with the places name. This game is aimed at promoting and enhancing the rich cultural heritage of East Macedonia & Thrace, while at the same time helping to disseminate the CHORD project.

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Figure 1 screenshot of application The aforementioned application can be found in the following link

http://www.chordmed.eu/userfiles/documents/puzzle/puzzlemenuuk.html and it received great reviews on the TECHA Fair, as it is one of the few attempts in the Region of Macedonia and Thrace to incorporate ICT technologies to promotion of Tourism in the area.

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Figure 2 Screenshot of application

Figure 3: Screenshot of application

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Figure 4: Screenshot of application The Mancomunitat de la Ribera participated in the Second International Forum Techa as the aim of showing technological innovation and to disseminate the heritage and cultural attractions of the participating regions to meet and become familiar with the activities in the PACA region in promotion of cultural heritage in terms of restoration and tourist development. The agency through which the Mancomunitat participated was Riberaturisme, a tourism promotion agency owned by the same organism. The program concluded with the presentation of the CHORD project and its objectives, in which he stressed the need to develop and test a common strategy to implement innovative cultural services and promote activities that increase the attractiveness and economic value of cultural heritage in the area the Mediterranean.

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Target markets selection and identification of the target segment The main segments the clusters intend to aim at have been identified and estimations in quantitative terms of potential visitor flows are provided below. Province of Benevento Based on the analysis of tourism resources available in the Province of Benevento and the competitive scenario, target visitors can be identified as cultural tourists who may be variously interested in a broad spectrum of cultural attractions including art, history, food and wine, and local traditions. An analysis of the existing and potential target market must also take into account the distance between the tourists point of origin and destination. This factor has a significant impact on the length of stay and the cost of travel. Two market segments can thus be identified: long-haul cultural tourism and short-haul cultural tourism. Long-haul cultural tourism Includes all target visitors who spend more than day getting to their chosen destination. For the Province of Benevento this includes: - international tourists - domestic tourists living over 300 km away. Short-haul and indirect cultural tourists Includes all target tourists who spend less than 4 hours getting to their chosen destination. For the Province of Benevento this includes: - domestic tourists living within 300 km - indirect domestic and international tourists, i.e. long-haul tourists visiting one of the major attractors in the region who temporarily fall into the category of short-haul tourists. The distance tourists have to travel significantly influences their choice of destination. Two completely different competitive scenarios can be mapped out for areas that choose to position themselves more strongly in one of the two segments.

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Looking in more detail at the buying behaviour of tourists in the two segments described above, long-haul tourists take holidays lasting at least one week as they have to spend more than a whole day travelling to and from their destination of choice. Consequently, they plan their trip well in advance and the appeal of the destination plays a key role. As several market research studies show, tourists who decide to take a cultural and rural holiday in southern Europe for the first time generally choose areas such as Tuscany and Provence, which both have a strong position in the mind of target cultural tourists. The south of Italy is also well positioned in the mind of long-haul tourists in terms of major attractors (Naples, Pompeii, Agrigento) and traditional coastal resorts, such as the Amalfi Coast, Salento and Taormina. Destinations in inland areas of southern Italy, such as the Province of Benevento, cannot be considered part of this market. In the future, they could perhaps target repeaters in the longhaul segment, in other words people who have already spent a holiday in southern Italy and are returning to the area. Short-haul cultural tourists fall into two categories. The first category comprises tourists living within a radius of 300 km from the destination. The second category includes domestic and international tourists who temporarily happen to be within a distance of 300 km, in this case mainly tourists visiting major cultural attractors. As far as the Province of Benevento is concerned, these visitors can be defined as indirect tourists. In this particular target market, according to the competitive scenario described in the previous section, the Province of Benevento will be competing against areas in inland Cilento, La Sila, Il Pollino, Matera and Le Murge, inland Sicily and the Parco Nazionale dAbruzzo. While offering a rich and interesting cultural heritage, these areas do not have a strong brand. The Province of Benevento is thus in a good position to successfully promote itself as a tourist destination in this market segment. In the light of the above, if the Province of Benevento is to exploit the opportunities associated with its proximity to major attractors in Campania and is to avoid direct competition with other more strongly branded areas, the local tourism system must clearly give priority to the shorthaul cultural tourism segment and especially to indirect domestic and international tourists. Only in the future will it be possible to target long-haul tourists visiting southern Italy for the first time, once the province has built up a strong position and a recognized brand on the tourism market. For the time being, and only as a secondary target, tourism development

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policies can be directed at repeaters, namely long-haul tourists returning to southern Italy after an estimated period of about five years and looking for new places to explore in this area. Region of East Macedonia & Thrace The target markets, with regard to the origin are: Native tourists: 1. From REMTH: The aim is to recruit them from 2-3 hours up to a day on their trails for rural tourism purposes. 2. From Central Macedonia: The aim is to recruit them for 2-3 days for rural tourism purposes. 3. From the rest of Greece: The aim is to recruit them for 5-10 days and attract them to other destinations inside REMTH. Foreigners: From Western Europe: The aim is to attract these markets for a period of 7-10 days, which combined with traditional tourist activities, will benefit the rural tourism. We are interested not only in preserving them, but especially in developing these markets. From neighboring countries: The challenge is to create those conditions which will cause a simultaneous and combinatorial activation for tourism purposes. The aim is to encourage them in order to practice rural tourism alone, for at least 3 days, or in combination with traditional tourism activities, for 7-10 days. From Asian countries: The objective is to absorb a significant share of the Asian market to remain in the region for 7-10 days. It is expected that the role of travel agencies is important for this process. Ena Chios S.A.

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It is true that during the last years new trends in the global tourist market have arisen. These new trends include the preference of tourists in specific and independent kinds of tourism according to the interests of tourists. The island of Chios must make use of these new trends by promoting an alternative type of tourism, the cultural tourism, with the further exploitation of its cultural heritage, in order to gain a great competitive advantage against other tourist destinations. As well as this it is of high importance to promote the island of Chios as pole of development and innovative services. Chamber of Commerce of Seville The target markets for the province of Seville are both native tourists and foreigners interested in culture, nature and gastronomy. Tourists objectives when they come to visit the province of Seville primarily are resting and relaxing, carrying out of cultural activities and enjoying local gastronomy. Secondly, among their motivations when choosing the province of Seville can be also highlighted the search for fun and visiting natural areas. Hospitality, accommodation, catering and gastronomic appeal, quality of life and finally nature are the most appreciated elements by the tourists visiting the different districts of the province of Seville. All of them get a score higher than 4.2 points on average on a scale of 1 to 5. Culture, the monumental and historical attraction and gastronomy are very positively rated qualities in the districts of Aljarafe and La Campia. Nature is also a good valued aspect in the districts of Guadalquivir - Doana and in Sierra Norte.

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San Severino Lucano For the Pollino National Park, where the Lead town of the park, San Severino Lucano, is situated, tourism is one of the key policies for economic development and has been the main focus of planning tools for both the 2000-2006 and 2007-2013 planning cycles. Pollino National Parks major strengths are its wealth of outstanding natural and cultural resources as well as its vast heritage of museums and historic and archaeological sites. In addition, there are enormous untapped opportunities for tourism, where marketable tourism resources are to a large extent still underdeveloped. The Pollino National parks weaknesses are, in contrast, the strong seasonality of tourist demand and the high concentration of tourist arrivals in coastal areas around Maratea and Metaponto. In this scenario, the inland areas of the Basilicata Region, and consequently the Pollino National Park, should be considered as a strategic resource for regional tourism. These areas can relieve the impact of tourism on major coastal resorts and encourage harmonious tourism development in inland areas. Actions have already been put in place to promote tourism in these parts of the region and to position them on domestic and international markets as quality destinations for culinary, ecoand cultural tourists. Visitors can enjoy the local resources (culture, environment, food and wine) by utilizing accommodation providers that are strongly embedded in the area, such as farmhouses, bed & breakfasts and all other types of non-hotel establishments. The SWOT analysis clearly shows that across the board the Pollino National Park has major opportunities for tourism development, particularly in the culture and nature segments of the market. However, these opportunities are offset by a number of grey areas. Specific actions will need to be implemented in order to eliminate structural divides, thereby strengthening the areas ability to exploit opportunities associated with tourism development, and at the same time counteract the threats inherent in the competitive scenario.

Ceuti

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Regarding the target markets, Ceut has a big experience dealing with different types of target markets due to Ceutimagina, the former science and art centre in Ceut. The Target markets can be divided as follows: Educational tourism is a big opportunity if you have an offer adapted to them. Teachers choose the destination depending on price, educational content and fun. Loyalty is a key factor for sustainability. Normally, when a visit is successful, regarding the service delivered compared to the price paid, schools repeat the visit the following year, and teachers recommend the visit to others. Families with parents in the thirties or forties with university studies and a medium-high income are usually interested in cultural destination with their children, if there are activities specifically devoted to them. Whereas the promotional activities for schools do not need a big budget, much more funds are needed to attract this type of public, as they are more dispersed. However, the new technologies offer today a great opportunity of reaching a lot of people, if they are correctly managed. The use of blogs, websites devoted to families with children (www.salirconpeques.com, www.viajarenfamilia.net, www.babyviajes.com), social networks have a multiplying effect, they can be very effective with a low investment. In the last years, there have been a growing number of resorts being built in the Region of Murcia due to the demand of foreigners, mainly retired people from other European countries wanting to live in a place where the weather conditions are much better than in theirs. In 2010, there were 86,002 citizens from other European countries living in the Region of Murcia of which 21,879 were British, and 327,673 in the Province of Alicante. Thanks to the intense traffic of low cost airlines in San Javier and Alicante airports, this people use to receive visits from family and friends. To adapt an offer to them, it can be very profitable, as they have a lot of time free, and usually a good income.

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Description of the purchasing model for the identified segment The purchasing behaviour of the segments chosen above is described through the definition of the following elements, depending on available information: Age and socio-economic profile and origin Average length of stay Average expenditure per stay When and where the visitor chooses the destination for cultural visits What communication means have been used to make this choice

Province of Benevento Going back to the analysis of travel motivations, one of the criteria on which domestic visitors base their choice of southern Italy as a tourist destination is its proximity to their place of residence. This makes the south of Italy a valid alternative to longer-haul destinations which domestic visitors reject because they are afraid of long-distance travel. This consideration emerges from the Doxa survey into tourism in southern Italy and highlights an opportunity for the Province of Benevento. A further motivation determining the choice of destination is the quality of food and wine. In this respect the province is well positioned thanks to its wide range of high quality locally produced products. International tourists, and especially German tourists, choose to visit southern Italy because they want to discover new destinations, because they are attracted by its varied tourism offering, and because the possibility of travelling with low cost airline companies offers them financial savings. The opportunities for tourism development in the Province of Benevento are, however, offset by a number of threats. Domestic visitors complain that the local artistic and cultural heritage is poorly preserved and that tourism products in southern Italy are badly communicated. German visitors complain of inadequate facilities, high prices and transport problems. The buying behaviour of cultural tourists, with particular reference to target visitors for the Province of Benevento (primarily indirect tourists visiting major attractors in the Region of Campania or on holiday in other southern Italian destinations), was analysed using surveys

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carried out with the support of the Department of Mathematics and Statistics at the University of Naples Federico II. With regard to the socio-demographic profile of the sample, survey respondents were equally distributed between the two sexes, aged primarily between 26 and 60, i.e. working age, and almost all were educated to degree level. As regards buying motivations, 64% of respondents (71% of overseas visitors) declared that they had a specific reason for travelling. As regards travel arrangements, only one visitor in four bought a package deal (24.5%), while three out of four preferred to make their own arrangements (75.5%). Specifically, 49% were do-it-yourself travellers and 26% went through a travel agency. As regards booking systems, only one tourist in ten did not book their trip (9.7%). Nine visitors out of ten booked their stay, 43% from home (telephone or Internet) and 47% through a travel agency or tour operator. The data confirmed that cultural tourists prefer to make their holiday arrangements independently rather than buying a package deal, but that they also purchase tourism and transport services from local outbound travel and tourism providers. For target visitors, who have a higher than average cultural level and are Internet-users, a successful tourism distribution model should not exclude travel agencies and tour operators, even for individual travellers and small groups, as visitors consider them part of the do-ityourself experience. As regards the average daily spend of target visitors, the study revealed that the average accommodation spend may be a valid indicator of the average spend per stay. The cost of accommodation varied from a minimum of 27 per night up to a maximum of 188 per night in higher-category hotels. This indicates that target visitors used the entire spectrum of accommodation offerings with no particular preference for one type of establishment. A more detailed analysis of the data does reveal, however, that the majority of respondents chose three- and four-star hotels, with an average accommodation spend of about 90. Assuming that accommodation accounts at most for 70% of the average daily spend, excluding travel, the total value of a three- or four-day stay was estimated to be 400-500, plus travelling costs. Lastly, it emerged from the survey that cultural tourists are attentive to issues concerning the environment and conservation of the local area. In this respect the Province of Benevento is at

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an advantage thanks to its vast natural heritage and its largely unspoilt natural environment resulting from low anthropic pressure. In conclusion, cultural tourists eschew types of holidays associated with mass tourism, such as all inclusive packages and organized trips, preferring to travel independently or in small groups. Their reasons for travelling are associated with the search for authentic emotions and experiences, which leads them to explore the distinctive aspects and, in a broader sense, the cultural traditions of a particular area.

Region of East Macedonia & Thrace To sum up, the main characteristics are the following: Arrivals and nights of domestic and foreign tourists: The number of arrivals and number of overnight stays of natives is higher than the corresponding numbers of foreigners. Across the country: the region is not a particular attraction of domestic tourism. The commercial visitors have more overnight stays in the region than tourists. Origin of foreign tourists: The main markets are Germany, England, France, Holland, Austria and Belgium. Also a large percentage of visitors come from neighboring countries (Bulgaria and Turkey), as tourists or travelers or both. More in depth: Native tourists from REMTH visit destinations within the region up to 3 hours distant, mainly for business reasons. Native tourists from Central Macedonia visit destinations for business or weekend trips. Native tourists from the rest of Greece visit the area on business - or for congress tourism, especially in traditional destinations such as Thassos. Foreigners from Western Europe: The main market is located in Germany. It is encouraging that in these countries, rural tourism is already popular and visitors have agrotourist education and they dont seek only for traditional destinations. Instead, they have high demand for thematic tourism, such as spa, sports, cultural tourism, etc.

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Foreigners from neighbouring countries: The majority of visitors from Bulgaria and Turkey visit the region on business purposes. Foreigners from Asian countries: Greece is a popular destination for Asian tourists, who, however, are attracted mainly by Athens and the Cycladic islands.

As for the motives of the visits, two of the main reasons for visiting a site are business purposes (eg. conduct a conference) and tourism. There are various tourism topics such as: Traditional tourism Spa tourism Religious tourism Sports tourism Cultural tourism Rural tourism

Rural tourism includes a 'package of activities and a variety of subjects that allow two different motives of visit in the region: Motivation 1: refers to a combination of the main reason of visiting REMTH by passing routes or at least visiting places of interest. Motivation 2: refers to attract visitors - tourists with the primary aim of rural tourism activity. Indeed, given the complexity of the final product offered, rural tourism can be entirely the main reason for the visit.

Chamber of Commerce of Seville According to the Tourist Observatory of the province of Seville, the purchasing behaviour of the chosen segments can be described through the following elements: Origin and socio-economic profile

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The analysis of the origin of tourists arrived in the province of Seville during the year 2010, excluding the capital, shows a higher percentage of travellers residing in Spain. They represented 86.9% in 2010 and 64.1% in 2009. This change in the tourist profile, with an important predominance of Spanish residents to foreigners, has been mainly motivated by a change in the commercial strategy of the Spanish travel agencies which have concentrated their campaigns of offers and discounts on domestic destinations as a response to the economic recession in the main international tourist-sending markets. It can be noted that without having decreased the number of foreign tourists during 2010, their participation in the provincial market was lower in 2010 than in 2009. With regard to the distribution of foreign tourists by country of origin, there is a majority of European tourists, especially from Portugal (3.9%) and France (2.1%), followed by travellers from countries such as Belgium (1.2%) and United Kingdom (1.1%). On the other hand although the quota of participation of countries of South America is almost 2%, there is no country that stands out above the others, representing all of them lower than 1%. Regarding the profile of tourists in the province of Seville, excluding the capital, most are tourists with University studies, who are currently working, married or living as a couple. Analyzing the main differences that presents the profile of tourists in the different districts of Seville, a significant proportion of them has a total monthly income exceeding 3,000 euros. This group is the dominant segment in the Aljarafe, Guadalquivir-Doana, La Campia and Va de la Plata districts. However, in the districts of Sierra Norte and Sierra Sur this group has residual importance, being the most important segment those who have incomes between 900 and 1,200 euros and 1,200 to 1,500 euros. Average length of stay

On the subject of the average length of stay of tourists arrived to rural areas of the province of Seville, regardless of the type of establishment where they stayed in, it raised from 2.30 average nights in 2009 until 3.74 nights obtained in 2010. Sierra Sur district has the highest

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average stay (4,82 nights) in the province, but it also has the highest proportion of visitors hosted at their own residences or at the residences of their family or friends. On the opposite side, Guadalquivir-Doana and Sierra Norte districts had the lowest average length of stay with 3.62 and 2.50 nights respectively. Average expenditure per stay

It has been estimated that the daily average expenditure of tourists in the province is 71,45 euros, being Aljarafe the district where more money is being spent on average (83,46 per day), followed by Guadalquivir-Doana district. Lastly, Sierra Sur is the district with lowest tourist expenditure (44,89 ), very similar to that of Sierra Norte district. An intermediate situation would be the average expenditure in Va de la Plata and La Campia districts. Destination choice

The desire to know new places has motivated the visit of 32.2% of tourists in the province. It should also be emphasized the importance of the recommendation of friends or relatives (25.4%), as well as Internet (21.6%) in the choice of the destination. Recommendations in traditional travel agencies (4.0%), the supply and catalogues of tour operators (2.9%), reading brochures (2.8%) or advertising in general (1.8%) actually are much less important in this choice. Briefly, the total percentage of tourists who use the Internet at any time during the organization of their trip reaches 54.61%. This percentage is very similar for those who use the Net to carry out consultations and to get information. The number of passengers making reservations via this medium is lower (27.39%), while purchasing tourist products using the Internet, although minority, is performed by a not inconsiderable 9.62% of travellers. The uses of the Internet relate mostly to the consultation of accommodation (48.1%), the consultation on the places to visit (32.7%) and for the booking of accommodation (29.4%).

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Besides, 13.2% uses the Net to look up the supply of catering and 9.7% for the purchase of accommodation. Other significant uses allude to the booking of tickets to visit places of interest, the consultation on transport and the consultation on joint programmes of transport and accommodation. The use of the Internet is increasingly found not only in the preparation of the trip but also in the majority use of social networks by travellers, mainly Facebook and Tuenti.

Mancomunitat de la Ribera The target segment is a profile of a person aged between 25-80 with medium-high cultural level and more specifically in established categories: families, couples, groups with common goals: associations of architects, historians, restorers, associations of activities to promote culture: film, theater, cultural , etc. photographic associations and other kind of entities related in Cultural Heritage. According to the study by the Institute of Tourism Studies Area, the area of origin of our target is firstly Valencia with about 48%. The second market is the United Kingdom, providing 11.9% and the rest come from Madrid (8.6%), Castilla-La Mancha (3.5%) and France (3.1%). The time of year in which our market goes to Valencia is during the summer. 44.7% is the highest percentage of visits in the Valencian community. It is followed the spring season with 30.7%. The winter is the time of year with the least market segment (24.5% according to the Instituto Estadstico Turstico). The main reason that leads tourists to visit our area is to enjoy leisure and holidays, mentioned by 76.6% of them, to follow it with personal issues related reasons (18.0%), work (3.3%). As far as travel arrangements, there are various methods or means by which management is carried out of bookings, as specified herein such as these management procedures that are: with or without tour package. Therefore those booked in Valencia Tourism Agency amounted to 9.6%, tourists who travel without reservation 8.4%, with direct booking: 9.5%, nonpackage tour and backup. package 10.00 and 8.4 %. It is also important to know that 75.7% of tourists who travel to Valencia do not use tour package, while 23.6% of tourists travel with full

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Internet is another means of booking management. This is done through web pages for each service (accommodation, airlines) or through central purchasing these stocks managed by them. It therefore finds that the internet is still the majority among the tourists who visit Spain (56.6%). Specifically, the tourists who used the Internet fell by 5.3% versus 10.3% growth starring those who did use this mean. The proportion of tourists who visited, booked and paid in this way was similar to previous years, recording all setbacks, although the method that best dropped from the previous year was the consultation, catching up with the booking form. The average stay of tourists who purchased travel package was 8.4 days, compared to that for tourists who did not use these services, 10 days. Among the latter, who came for free, without making any booking the stay is reduced to 8.4 days, while those who make some kind of overnight stay about 9.5 days. The average expenditure per stay in 2009 was 84,8 euros, significantly less than the average for the Region of 155,3 euros (source: Familitur 2010). In the Comunidad Valenciana the target market share achieved in 2009 is 58.9% according to the Instituto de Estudios Turisticos Familitur 2009. There is a trend of shorter stays accommodation in our community and a gradual increase in domestic tourism. On the other hand, the number of visitors to the Comunidad Valenciana as travel arrangements with tour package is a 9.6 % and 90.4% without package (Frontur 2010).

CEUTI The following target markets have been identified: PRIMARY AND SECONDARY SCHOOLS There are two things to take into account regarding this market segment. Teachers are the persons who take the decision and select the destination but children are the end users and who pay the price. Budget. The available budget of each child is not big, but they normally travel in big groups, therefore they can be an important income for a museum or an artisan, for

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example. Moreover, they use to have pocket money to spend in a gift shop, so a museum shop must have articles at a price of 1 or 2 euros in order to have a high turnover. Season. This type of public only makes visits during the school year, and normally they stop them at the end of the course. Therefore they normally start in the middle of October and finish in May. During the vacation periods like Christmas or Easter there are no visits. Word of mouth. As end users, it is important that children enjoy the visit. If they are happy, they will tell their parents and the whole family (with other brothers and/ or sisters) will repeat the visit. FAMILIES Budget. In families where parents are in the thirties and forties and have university studies normally both work and they can spend a budget of 20 in the entry tickets for a family visit if it is worthwhile. The main problem to charge an entry ticket is the competition, as regional museums such as La Conservera or Fine Arts Museum in Murcia usually organise workshops for children at no cost. Season. As the summer in the Region of Murcia is so hot, families do not usually plan one day excursion trips in interior areas from June to August. During the week, activities are normally organised on the weekends. One thing that can make a difference is to offer activities on Sunday during the whole day, as most museums are closed on Sunday afternoon. FOREIGNERS According to a study carried out by the Ministry of Culture and Tourism in the Region of Murcia for foreigners who visited rural destinations in the Region of Murcia in Summer 2008, we can extract the following data: 66.7% of the foreign visitors came from the U.K., and 20% from France. 26.7% were between 56 and 65 years old, and 26.7% over 65. Therefore, more than 50% were over 56, whereas 52.9% of Spanish people going to these destinations were between 26 and 35 years old.

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40% were jubilees, 20% employees and 20% entrepreneurs. 53.3% came with their partner and 26.7% with their family. 26.7% stayed between 8 and 15 days and 40% more than 15 days, whereas the majority of Spanish people stayed maximum one week. 30% stayed in their own house and 70% in a house lent by family or friends. 60% knew about the offer by family or friends. Thats why it is very important to start attracting foreign people that already live in the Region of Murcia, as they will tell their friends.

60% of them chose the Region of Murcia as destination because they had family or friends already living there. 36.4% decided to visit monuments or museums, whereas the Spaniards only 9.1%; 81.8% decided to do excursion trips and 63.6% to enjoy the natural landscape. 33.3% visited Murcia and Vega Media, where Ceut is placed. 60% had visited the Region before, half of them more than three times. Internet was the most effective mean of publicity to attract this type of tourist.

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3. The three year targets For the defined potential market, on this section will be presented the specific strategies to follow and the objectives to be achieved in the next three years. Province of Benevento In addition to the communication activities described above, a series of investments will be made during the three-year period to strengthen promotional actions already in place in the area. In particular, the Provincial Council of Benevento intends to provide funds to update the Made in Sannio portal so that it can become an effective communication tool targeting the potential tourist market. The portal will continue to serve as a virtual meeting place for firms and operators from the local food and traditional crafts sectors of the business community in the Province of Benevento. Initiatives aimed at extending the business community to encompass the travel and tourism sector will also be put in place. In parallel with the development and implementation of the CHORD Project, a brochure in Italian, English and German will be produced and a website for raising awareness of the project and promoting tourism in participating areas will be designed. In line with the international scope of the project, the website will be available in two languages (Italian and English). In order to enhance the efficacy of promotional actions set out in the project, the Provincial Council of Benevento will actively take part in trade fairs and tourism promotional events both at national and international level in synergy with local authorities and organizations, and in partnership with other bodies and associations. Investments needed to carry out the planned actions are closely tied in with activities already scheduled in the pilot phase funded by the MED programme, which will be integrated with specific resources as indicated below: ACTIVITY Design and printing of 1,000 presentation folders (size A4 closed) and 1,000 note pads (size A4 20 sheets), in addition to the information leaflet in Italian (1,000 copies size A4 open 10 x 21 cm folded) already itemized in the expenditure budget of the CHORD Project. CHORD Project brochure in Italian, English and German 500 copies in COST 3,000

10,000

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Italian, 500 copies in English, 500 copies in German size 15 x 21 cm closed 42 pages + cover. Province of Benevento Cultural District website in Italian and English. Updating of the www.madeinsannio.it portal. Participation in domestic and international trade fairs: Borsa Internazionale del Turismo (Milan) - Borsa Mediterranea del Turismo (Naples) - ITB (Berlin) TTI (Rimini) Aurea (Foggia) WTM (London) Total investments excluding VAT

10,000 60,000 60,000

143,000

Region of East Macedonia & Thrace Composing the objectives and market segments, and the principles of replacing the tourism product on the islands of Thassos and Samothrace Islands, individual thematic strategies for the identified market segments will have to be included in next three-year strategic planning. Below is a graph of the proposed sub-strategies.

It should also be noted that the following strategies can also be implemented combined for specific sections of the market which present potential synergies (eg. excursive - Religious Tourism). STRATEGY: Health & Well being Tourism

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The proposed strategy consists of 4 segments: Well being Tourism, "Hiking", "Sanative Tourism and "Agrotourism". It is estimated that the segment "Well being Tourism" may contribute to meeting all the targets, namely the increase of arrivals, increase of length of stay and per capita expenditure, while the sections "Hiking / Nature Trails" and "Agrotourism" are expected only to contribute in the increase of arrivals and the average stay. On the contrary Sanative Tourism is expected to help increase the average stay and less the increase in arrivals. High standard hotel infrastructure is important for Well being tourism development and for prospective travelers. For this segment it is proposed to support the hoteliers in the deploying special offers that include well being accommodation packages. The segment "Hiking / Nature Trails" brings about strong acceptance by the Greek and Balkan prospective travelers, the relevant infrastructure is considered by them on a par with other similar destinations, which suggests that visitors from the Balkans are not as demanding as travelers from the United Kingdom, who are not satisfied. The segment "Agrotourism" brings significant percentage of preference in the Balkan and Greek market share in Greece. In fact, the 45-54 age group shows slightly higher preference. The segment "Sanative Tourism also brings considerable percentage preference in the Balkan and Greek audience. The 55-64 age group shows slightly higher preference. STRATEGY: Professional Tourism The strategy brings together two different segments, the Religious Tourism and excursive Tourism. It is estimated that all the above segments, with the exception of religious tourism, will not contribute substantially to the goal of increasing per capita expenditure, but will definitely bring an increase in the number of visitors. To increase the number of visitors in the social tourism segment it is necessary to promote it to the Greek and foreign tourist agencies, as well as to cultural educational associations, such as Labor Social Organizations, Unions such as bank employees, Educational Institutions. The "Religious Tourism is the market segment with the best

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potential, particularly in older age groups. Grow can be accomplished by focusing on specific groups included in excursive Tourism. Emphasis is proposed to be given on providing incentives for repeatable visits. An interesting feature is that Religious Tourism is preferred by the higher socio-economic group. The expected results, from implementing these strategies, in the goals set by the three year marketing plan on the growth of tourism in target markets can be viewed in the following table:
Contribution Increase in arrivals increase stay length of increased per capita and expenditure daily

Social Tourism excursive tourism Religious tourism High medium low medium low High

Health & Well being Tourism Well being tourism Hiking Sanative tourism Agrotourism High medium medium low High High medium High High low low low

Ena Chios S.A. The targets which Chios can set for the next three years are: The differentiation of its tourist product, through the development of its cultural heritage The creation and the improvement of hotel units and generally of tourist infrastructure according to the needs of specific forms of tourism Efforts to increase the number of visitors in Chios in the next three years Reach new customers and encourage them to stay longer Implementation of investment programmes for the promotion of the cultural hubs of the island

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The diffusion of the impact of culture in the other sectors of the economy of Chios Implementation of selected actions in advertisement, promoting material, webmarketing and organization of special events

Chamber of Commerce of Seville The promotion strategy of the province of Seville for the next three years must be targeted to increase tourism outside high season, to increase average daily expenditure per tourist and to achieve a greater homogeneity of activity in the territory of the province. Tourist supply must be adapted, diversified and differentiated to achieve these objectives but above all it must be properly communicated.

Tourist marketing should experience a change of mentality, from the definition of segments to experiences that are generated around a medium or interest. In this way, attracting tourists must be developed in areas of concentration of travelers rather than in countries, changing from a generic promotion to a specific one.

The specific objectives to be achieved are the following:

Betting on experiential marketing in a determined way as tourists choose their destination not only by quality/price ratio, but by the experience that it offers before the purchase and during their stay.

Supporting the creation of specific tourist supplies in low and middle season and an impetus to quality management systems. Intensifying the use and the presence of Seville in social networking sites. Developing selective marketing through specific campaigns. To use e-commerce intensively and expanding sales systems. Incorporating new tourist consumptions. Boosting repetition of visits and recommendations, taking advantage of relationship marketing.

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CEUTI The market share could be divided according to the different types of public: Scholars. According to the National Institute of Statistics, 232,242 children between 3 and 16 years old lived in the Region of Murcia in 2010. Nowadays, from this age, all children are schooled. Tourists. Whereas people stayed as an average in the city of Murcia 1.67 days, those going to Ricote Valley and the Thermal Baths stayed 4.09 days. Due to the length of the stay and the proximity, those would be the tourists that could most probably come to Ceut.

European citizens other than Spaniards. In 2010, there were 86,002 citizens from other European countries living in the Region of Murcia and 327,673 in the Province of Alicante.

In 2012 Ceut Town Council is expecting to start a new project, creating new tourist itineraries which will include visits to the Museums, workshops with artisans and cycled routes in the irrigated area. This first year Ceut Town Council will concentrate on attracting school trips, as it needs a lowest investment in publicity and are an important source of word of mouth. As this offer is new, we expect to attract a group each week, which could represent around 1,400 children, a 0.6% of all scholars. With reference to tourists, we will make agreements with other nearby destinations, as Archena Thermal Baths, only 7 Kilometres away, so that they offer a visit to Ceut as one of the activities. In the first year we expect to attract 0.4% of them.

During 2013, Ceuti will carry on visitor research.

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The following market shares are forecast: 1% of all scholars. 0.8% of tourists visiting the Ricote Valley and Thermal Baths. 0.2% of families in the Region of Murcia. 0.4% of European citizens other than Spaniards, living in the Region of Murcia.

In 2014, we expect to obtain the following market shares: 1.5% of all scholars. 1% of tourists visiting the Ricote Valley and Thermal Baths. 0.4% of families in the Region of Murcia. 0.6% of European citizens other than Spaniards, living in the Region of Murcia.

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4. Branding and identity New locations appear on the global market, bringing new possibilities and becoming competitors. Considering the global competition, it is necessary the management of a Mediterranean region brand to attract investors and visitors. The Mediterranean region is a leading touristic destination but Mediterranean countries have traditionally competed against each other and the tourist strategy has mainly been concentrated in the coastal areas. There are certain problems that have to be analyzed when it comes to branding a region: Every country tends to build its own country brand and because of that considers other countries its competitors. Each of these countries offers similar tourism products and attempts to attract the same target tourism markets. Nations all over the globe have recognized the importance of collaborative efforts in fighting the current crisis with joint resources and partnerships. Co-branding strategy decreases marketing costs and opens up new opportunities for transferring positive images for the whole region. It can be an opportunity to exploit at the same time MED value and rural attractiveness. The common interests and problems of Mediterranean regions would make it easier to reach and maintain agreements by using the cooperative branding approach. Integration may help them to confront the challenges posed by the crisis, by allowing them to enlarge markets and to increase trade flows, investments and joint projects. At the same time, the different tourist stakeholders should take part in this strategy in each territory, The definition of partnership is an agreement made between businesses, organizations, associations, funding agencies and/or government agencies whereby resources are pooled for the purpose of achieving a mutually beneficial business goal/objective. Each entity works together yet remains independent. 50

Businesses, organizations, associations and government agencies within the hospitality and tourism industry are facing a challenge: How can an organization reach a specific goal that will increase their success, when so many elements are challenging them? The answer is: The organization cannot do this alone. The business environment today is bombarded with increased competition, global competition, educated consumers, increasing business costs, and continually evolving technology. Organizations must be proactive, adaptable to change, opportunity seekers, consumer-oriented and have common sense. Organizations can overcome these challenges by identifying objectives and developing strategies to meet the objectives. One strategy that has enabled businesses to become more effective and successful is through Collaborative Partnerships, where businesses combine their resources to achieve mutually beneficial goals. Collaboration allows businesses, whether they are in competition with each other or not, to combine skills, money, information, products/services, ideas and/or technology to achieve goals that would otherwise be individually unattainable. Working as a cluster, its members can benefit from different strategies for cultural heritage branding and identity like integrated thematic cultural routes, thematic promotion, etc.

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5. Promotion strategies and mix The scope of the travel and tourism industry is wide ranging. It is an industry comprised of numerous sub-industries. Transportation, accommodation, food and beverage, amusement, recreation and services all form the backbone of what is collectively referred to as the Travel and Tourism industry. Together, this single industry produces over 10% of the worlds GDP. It is one of the worlds largest private sector employers. In one-way or another, it touches almost every individual amongst the worlds developed nations. terms of growth and absolute revenue production. The economic potential of tourism is substantial and each marketing and promotional strategy must aim at maximising the benefits tourism can generate, within the framework of the further exploitation of the cultural heritage of a destination. The key objective is to work alongside a dedicated and professional tourism industry sector to ensure the participating regions maintain and grow their share of the lucrative tourism market. Key challenges to achieving this include: Responding strategically and creatively to growing levels of competition Responding to changing economic and social trends Increasing tourism dispersal throughout the participating regions Maximising visitation, yield and visitor satisfaction Travel and tourism, along with telecommunications and information technology, will lead the 21st century economy in

Regardless the attractiveness of a tourist destination it is essential for visitors to receive at least some basic information on it otherwise they are not going to choose it for their holidays. Therefore, promotion and marketing are critical to the success of any tourism venture. Almost by definition, tourists are from somewhere other than where the destination is, so marketing efforts need to be very broadly disseminated in order to reach the target market. As in any promotional process, in the promotion of tourism, the selection of the tool is crucial. Nowadays the tourism industry is extremely challenging. Tourism has evolved during the latter half of the 20th century from a marginal and locally significant activity to a widely dispersed economic giant. Many aspects of tourism promotion have been developed these last years to attract new customers. 52

A wide range of marketing methods can be employed to influence key markets. These marketing options continue to expand, driven by new media and technology. The advances provide an array of tools that must be matched to the needs of individual markets. The objective of traditional advertising is the maintenance and development of the existed promotion model and the emergence of an alternative model. Advertising must be implemented to the professionals in the sectors of culture and tourism, as well as to the tourists. Advertising to the professionals can be electronically in order to reduce the cost and to the tourists with a wide promotion of printed and electronic material so as to attract different target groups. Traditional advertising is composed of articles in newspapers and magazines in sections related to cultural heritage and tourism. Television spots and radio advertisements are also among the traditional advertising means. Web marketing is a tool that can promote tourism destinations / products / services all over the world, to all possible segment target groups, at respectively low cost and with immediate results. The problem is that due to the aforementioned amenities web marketing is widely used and thus the competition for public attention on the Internet is fierce. Web marketing includes the provision of advertisements and useful information of the destination on line, using the worldwide webs features and options in order to attract tourists of different types. Participation in Trade Fairs and Events all over the world and especially in countries/sectors that represent the segment targets of the destinations tourism policy can be more than valuable and can contribute in a maximum level. Through the participation in relevant trade fairs and events, the destination is promoted directly to both professionals of the tourism sector (tour operators, transportation companies, hospitality enterprises, associations and others) and possible clients/tourists. Province of Benevento Communication is a crucial lever within the framework of marketing policies promoting tourism products. This is due to the intangibility of this type of good (a typical feature of the service industry) and to the particular buying process involved. Consumers of tourism products

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generally evaluate and choose the type of holiday and tourist destination well before they actually travel. Target visitors are attentive to quality tourism. For cultural tourists a holiday is an opportunity to experience a place and to discover the lifestyle of the local people, while respecting local traditions. In line with this visitor profile, communication activities will not be limited to providing information or making promises, but will aim at communicating the province primarily through visuals (photographs and graphics), allowing tourists to explore and enjoy the area, even if only remotely. If the geographical location of each resource and each cultural pole can be easily identified, communication tools can be designed to help potential visitors gather information, particularly when they are in the process of choosing their destination and arranging their trip. Grouping and classifying resources both by location and cultural pole is fundamental for providing potential visitors with access to the right information and above all making sure that communication policies and promotional actions to increase tourist arrivals in the Province of Benevento are effective. As a communication tool, web marketing is very effective in informing the potential tourist market. As emerged from the analysis of buying behaviour, 43% of cultural tourists organize their holiday from home either by telephone or via the Internet. It is therefore crucial to pay particular attention to the information available to potential tourists on the web. This applies to both domestic as well as to international tourists, who must be able to access information in at least the major world languages or the languages spoken in key source countries. The existence of dedicated websites or information otherwise available on the Internet must also be appropriately communicated to the target market via e-marketing tactics increasing exposure in the main international search engines as well as by promoting hardcopy communication materials about the area and activating link exchange policies among local tourism operators. Communication materials, such as brochures illustrating tourist attractions and resources, will have to be designed and produced as part of a communication strategy in order to raise awareness of the area across the target market. All communication materials targeting international tourists, such as CD-ROMs, DVDs and information leaflets, must be produced in the language spoken by the potential recipients of the message. Communication materials will be distributed at events promoting tourism at national and international level, thereby

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performing the dual function of communicating the area within as well as outside the province. At local level, communication materials can be distributed to travel and tourist operators and at regional info points located at major tourist attractors in Campania. Trade fairs and special events are also important communication tools that target two sections of the public of interest: potential partners in the initiative and target visitors. Possible partners can also be recruited by organizing seminars, workshops and press conferences where, in addition to being the focus of information activities, purpose-designed communication material and brochures can be distributed. Tools such as information and promotional roadshows are a particularly effective way of reaching foreign tour operators and opinion leaders. Communication is both focused it addresses specific target segments and effective the event can be transported to the target audience. The primary objective of roadshows and in general workshops targeting tourism operators and press conferences / presentations targeting the media is to raise awareness of the Province of Benevento Cultural District using the AIDA model (Attention, Interest, Desire, Action). Tourism operators and media representatives can then act on potential visitors and influence the target market. All the communication actions described above are a fundamental part of the strategy to build up an area brand that can over the course of time become increasingly strong and recognizable on the market. Once the brand has been created, tools such as traditional press, radio, TV and billboard advertising can be used to make it even more well known and recognized. In addition, activities promoting the Province of Benevento brand on specific target markets will need to be carried out. Actions must target existing source countries for arrivals that represent opportunities for growth in the Province of Benevento according to the profile of target visitors and their reasons for choosing the destination. Quality project Looking at the profile of cultural tourists as illustrated in section 8, the concept of quality is clearly a key factor in this type of tourism. It is therefore crucial to focus on actions that can influence visitors decision to purchase and their perception of the experience in the area. These may include highlighting the emotional aspect, customizing tourism services, adapting

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hospitality to the themes of local traditions and food and wine, and creating entertainment opportunities linked with local festivals and events. The aim of cultural tourists is to experience their holiday destination and the cultural commodities it offers, including local traditions, locally produced products, while respecting the environment. Enabling visitors to enjoy the area and its cultural resources in line with the concept of quality they expect requires the direct participation of tourism operators and, at the same time, the involvement of all the local players in the cultural tourism segment, including local authorities and trade associations. This can be achieved by identifying the cultural district concept and defining cultural poles as thematic areas through which visitors can physically explore the area and its attractions. In addition, dividing the district into geographical areas can help and guide visitors, especially first-time visitors, in their enjoyment of the area and the local resources. The CHORD Project is part of a wider communication strategy promoting the Province of Benevento put in place several years ago by the Benevento Provincial Council. One initiative already being promoted by the Council is the "Made in Sannio" community and portal, set up with the financial support of the Campania Regional Government with funds from the P.L.A.I.T. Programme (Measure 6.5 for the internationalization of the regional manufacturing system P.O.R. Campania 2000/2006) and co-ordinated by I.R.VA.T. (Institute for the Promotion and Protection of Regional Products). The aim of the Made in Sannio Project is to provide a virtual meeting place where Internet-users can find out more about the Province of Benevento. The www.madeinsannio.it portal showcases the local business community bringing together nature, culture, traditions, local food and traditional crafts. Another initiative already underway is the I-TRACE Project, which proposes a quality management model for the rural tourism sector. In response to the demand for quality, the project has put together five tourist itineraries designed and constructed in compliance with a Quality Protocol, following the drafting and signing of a Quality Declaration by all participating travel and tourism operators. The aim of the project is to ensure that tourists receive quality services and at the same time to provide travel and tourism operators from the public and private sector with a tool to guarantee the quality of their products and create a cycle of continuous improvement. In order to provide a quality tourism offering, each tourism operator

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participating in the project must undertake to self-certify and comply with the minimum quality standards set out in the Declaration. The CHORD Project is therefore part of a wider ongoing policy of promoting the area in terms of quality cultural tourism, where a systemic approach is required to engage both tourism operators and resources. Specifically, the project aims to foster the creation of relationships between local public and private bodies who identify with the Benevento Cultural District brand, and who can obtain mutual benefit and create synergies from the network and rationale of co-operation. The Province of Benevento will set out to secure the participation of all the players who are variously involved in promoting the local cultural heritage in its broadest sense, from cultural resources themselves to documentary services, cultural activities and events. At the same time, the project will engage travel and tourism operators from the private sector, especially hotel, catering and tourism service establishments, as well as manufacturers of traditional, locally produced products. The advantages for operators participating in the CHORD Project are primarily associated with area brand visibility and the positive impacts it will have on businesses directly involved in promotional actions planned over the three-year period of the project. Region of East Macedonia & Thrace The proposed communication strategies can be divided, according their priority, into two categories which include different market segments. The first includes segments that bring the most promising development and satisfaction of both the specific and individual goals of the marketing plan over the next three years. The second category includes the peak segments that are long-term growth and satisfy the objectives of the project.

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HEALTH & WELL-BEING The specific communication strategy for the health & well-being should focus on age groups of 35+. These groups decide on their destinations by travel guides lists and articles in newspapers, magazines, and ads listed in them. In particular the proposed communication strategy for market segment health & well-being is to focus on the 35-44 group, also a target group of the 3-year marketing plan, through entries in newspapers and magazines and specialized websites. For the segments "Hiking" and "Sanatory Tourism, the proposed approach for communication strategy is to aim at the 55-64 age group, which is also a strategic objective of the marketing plan. Promoting through travel guides, Invitations to specialized Journalists and authors of tour guides, Journal entries in local, international and thematic press are some of the practices that can be implemented. Given the

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special characteristics of the 55-64 group, Entry level package offers by travel agencies should be practiced as well. For the segment "Agrotourism" the preferred communication strategy is to focus on the 45-54 age group. Invitations to journalists and authors of travel guides are strongly suggested. Accordingly entry level package offers from travel agencies should be contemplated for 55-64 age groups. Finally, local authorities should participate in tourism exhibitions, with special emphasis on alternative forms of tourism, in particular Agrotourism. SOCIAL TOURISM The communication strategy focuses on almost all age groups. For the market segment Religious Tourism the 55-64 is the proposed target - age group and promoting this market segment to Greek and Bulgarian travelers through Invitations to specialized Journalists and authors of tour guides, emphasizing on Christmas and Easter holiday packages. Also Entry level package offers by travel agencies can be used in order to promote religious tourism. Regarding Excursive tourism, emphasis should be given on the 55-64 age group considering that, participation in students trips is expected to be adversely affected because of the demands formulated by the new rating system in exams in Greek universities. In light of this assessment, organizations of the wider public sector should be approached with intend to promote tourism in the region for executives and their workers. Organizing marketing presentations in critical public bodies (National Labor Housing Organization), Business and cultural associations (association of bank workers, etc.) should be deployed in order to contract for the spring and fall period. Generally, the proposed strategy for social tourism must be supported by subsidizing local travel agents, organizing theme events with the support of local authorities, local hoteliers and travel agents. Theme events must focus on the employees and members of critical public bodies, business and cultural associations respectively.

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Ena Chios S.A. The communication mix that is used for the promotion of Chios cultural hubs is composed of both traditional and modern means of dissemination: Support and promotion of the cultural hubs is realised through: Government bodies, such as Greek National Tourism Organization, competent

Ministries, Municipal Authorities, Regions, Chambers of Commerce and Industry, Development Companies etc Individual initiatives, which while trying to promote their own products or services succeed also the promotion of the destination (eg hotel advertisements, tour operators newsletters and traditional products producers) Communication is succeeded through both traditional and modern means: Press Releases Interviews Workshops Conferences Participation to trade fairs / exhibitions / events Documentaries / Special TV programs Leaflets / Booklets Newspapers / Magazines / Radio Websites, Portals Websites of social networking Direct promotion to segment targets General audiovisual material Advertisements Enterprising opportunities Participation in international tourist forums Informational brochures

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With regard to the advertising of Chios, every year, publications in national and international magazines support the promotion campaign and banners with touristic promotional material are created and placed in strategic points of the island. The creation and dissemination of printed material is also part of traditional advertising actions. Flyers and booklets translated in different languages are sent to tour operators and other tourism organizations all over the world. The creation of printed and promotional material aims at the attraction of internal and external tourists and at the emergence of distinctiveness of Chios, with direct results in the emergence of local areas, cultural heritage, local customs and tradition. The most popular ways of promoting Chios through the www are: Uploading relevant spots / articles / photos at local websites Creation of new portals in the area Use of existing portals in the area Inserting advertisements to other tourist/cultural websites and/or portals with links to local authorities, hotels, transfer services, event calendars etc Newsletters to tour operators, tourism and culture organizations from other regions and countries Inserting links with relevant key words to search engines (eg google) General information about Chios and about some qualitative characteristics, like rates of tourist demand and supply, environmental, financial and social rates Creation of informative audiovisual material of cultural attractions of Chios Creation on an electronic professional catalogue of the cultural and tourist enterprises of Chios with useful information Uploading photos, printed material or other relevant material of forums, conferences or other social events which took place in the island On- line advertising of products/services

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The material that can, and must, be used for the communication and the merchandising of the destination, its infrastructures and provided services, as well as the general promotion of Chios, towards the goal of sustainable tourism includes: Marketing infrastructure in Chios General promotion of the island by newspapers and magazines, press agents, TV channels and specific programmes, radios, web sites and advertising agencies Design of special publications of travel guides and maps, as well as printed and audiovisual material like leaflets, brochures and creation of cds and dvds with information about historic monuments, museums, distances between cities and information about hotel units, rented rooms and tourist agents of the area Implementation of advertising campaigns of the local tourist products, in order to attract more tourists from different parts of world Public relations between Chios and international organizations from the sectors of tourism and culture for the promotion of the area. This category of actions is of high importance for the touristic promotion. The principal roles of PR are to convey targeted messages, to aim a general awareness and interest, away from the point of sale. PR is often a much more important promotional tool for travel and tourism than for other categories of consumer products. This is because so much of the subject matter is intrinsically interesting. Indeed people are very interested in stories about exotic destinations, glamorous people and their travel habits, and the arts and heritage generally. A strategy of public relations may depends on the implementation of special events like conferences for tourism, interviews or other events which enhance the touristic profile of the destination and public relations with bodies of tourism and culture. An important factor in this direction is the existence of experienced staff in the organization of such events Organisation of trips with national and foreign tourist agents and journalists, in order to promote alternative forms of tourism, such as cultural tourism Special tourist features like tourist information centers and interactive exhibitions trails Cultural events and offers as a means of strategic marketing, which makes Chios an attractive destination. Cultural events include ceremonial events and festivals where tourists get acquainted with the local culture and tradition

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Establishment of cultural and artistic meeting points and cultural programmes for different target groups Organisation of exhibitions and conferences organized by professional associations, with positive effects in public relations, communication and in the general economic and business sector

Organisation of workshops to facilitate the contact and the commercialization between the interested tourist operators and selected travel intermediaries

Trade Fairs and Tourism Events are held every year all over the world, especially during the period between November and April. The most popular among these are: Participation in the Touristic Panorama exhibition in Athens Participation in the Philoxenia exhibition in Thessaloniki Participation in the International Trade Fair (ITF) in Thessaloniki International Exhibition on Cultural Heritage in Paris Participation in the World Travel Market in London Participation in the International Mediterranean Tourism Market (IMTM) in Israel Participation in the International Fair of Tourism Travel and Trips (ATB) in Syria

Also in Chios numerous events are organised, including traditional local festivals and major cultural attractions. Some of the main events of touristic interest are listed below: Rocket-play custom, Vrontados, Annually at Easter time New years model boats, Chios Municipality, December Agro tourism festival, Chios Municipality, August Carnival events: the custom of Agas, Mesta, Pirgi, Lithi, Olympi, annually at the beginning of the Holy Week Carnival events: Mostra of Thimiana, Thimiana, annually at the beginning of the Holy Week Religious festivals (Memory of Holocaust of Psara), Psara, June Religious festivals (Feast of Association Konstantinos Kanaris), Psara, July Religious festivals (Barbakeia), Psara, July Religious festivals (Holily Panigyris), Psara, August 63

Chamber of Commerce of Seville The Provincial Council of Seville, through its company PRODETUR, S.A., among other competences is in charge of those aimed at the promotion of tourism in the province of Seville and its rural medium. Through the creation of products and tourist campaigns, the organization and participation in events, the provision of infrastructure for municipalities, institutional relations and direct contacts with companies, professionals of the tourist sector and public in general, Prodetur promotes knowledge of the province of Seville throughout the world. Promotional tourist activities are carried out by Prodetur through: Direct promotion, attending and participating in trade fairs and tourist events, publicizing the main tourist products of the province at local, provincial, regional, national and international level. Reverse promotion, in situ promotion, showing the tourist products of the province on the field to professionals in the sector and the media. In addition, different economic support actions through agreements with local authorities and associations of groups of professionals and institutions in the sector are carried out, all of this to publicize the richness of the municipalities of the province of Seville.

In more detail, the following actions could be mentioned as examples: Self-promotion: Organization of thematic fairs in the provincial capital and attendance at trade fairs, conferences and professional tourism meetings or Workshops at national and international level like "Seville are its villages", "Week of Andalusia", "Domestic Tourism International Fair (Intur)", Global Meetings & Incentives Exhibition or "World Travel Market".

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Coordination, support and implementation of inverse promotional actions as Fam Trips (familiarization trips) for tourism professionals, Fam Trips for journalists, and other different receptive actions (congresses, events, visits of interest, etc.).

Development of the program "Meet your province", where the municipalities in the province move to meet other municipalities in the province. Development, search and implementation of programmes of international cooperation. Publications: Pilgrimage in the province of Seville, Wine, liqueurs and anisettes in the province of Seville Guide, There is another Seville where Flamenco will embrace you, Bull territory, Holy Week in the province of Seville, El Aljarafe gastronomic guide, The Iberico route, Oil an table olives route, Rice route.

Viral Marketing actions, social networks use and Internet promotion through the web of tourism www.turismosevilla.org

The following figures provide information of actions developed by Prodetur in recent years: Direct promotion: 67 actions (2007), 72 actions (2008), 69 actions (2009), 47 actions (2010). Inverse promotion: 49 actions (2007), 66 actions (2008); 45 actions (2009); 33 actions (2010). Collaboration agreements with local councils: 42 incentives (2007), 33 incentives (2008), 47 incentives (2009), 92 incentives (2010). Mancomunitat de la Ribera Alta The main idea is to sustain a strong commitment to provide assistance and support necessary for the promotion of good practice in participation and Heritage theme and also serve as a perfect basis for achieving long-term project. The lines of action taken by the Mancomunidad were specifically: - Management of a study visit: Riberaturisme with hotel trade mark associations and development in Vienna attended Heritage Roadshow

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in Vienna Roadshow and the Techa fair with the aim of offering a comprehensive view of the management and direction of events related to cultural heritage and architectural and get networking, learning and development of new cultural experiences. - The creation of workshops for different stakeholders Chord Project, using various tools such as opinion polls, group dynamics, proposing best ideas and search for experts to explain the mechanisms and legal forms and create a cluster between companies. This Cluster called RuralXuquer is composed for a culture-based businesses enterprises and rural based on the same objective: the creation of a club of products that make a group of competent management and mutual aid in overall improvement theme of several common factors: management, advertising, synergy of strategic knowledge, business specialization,etc. - The creation of a comprehensive service and support management information: Organization of meetings where the project presented their activities and objectives. All based on the potential of the Cultural Heritage of our country understood as an important source of income. Basically it is based on the importance of uniting all the actors involved in the exploitation of our cultural heritage and tourism. Most of them dealt with how to create a working group to help increase their territory by the number of visits to our area. - The organization and management of cultural thematic routes based on Architectural Heritage and more specifically the Route of the Towers and Hermitage to generate influx of visitors to our area through the Tourism Cluster.

CEUTI Ceut Town Council had from 2004 to 2008 a science and art centre with a very strong brand called Ceutimagina. Ceutimagina brought exhibitions from the most important science centres in the world and also produced their own exhibitions, above all at the end of this period. Although Ceutimagina was a successful centre in terms of visitors and image, it was closed in 2008 because of economic and political reasons.

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Ceutimagina gained awareness very quickly. It was associated with fun, education, and interactivity. It had a very attractive logo compound by the name of the village, Ceut, and the word Imagine, very appropriate for the art creation and scientific thinking. The letter I which united both words was represented by a Chimney of the canned foods industry, a characteristic of Ceut landscape. Therefore, it is very important to find a new brand, attractive, different, easy to remember, and to deliver a good service, so that the associations made to the brand are all positive. All leaflets, posters, t-shirts everything that has the logo on it must have the same style of design. Ceutimagina used the same image for leaflets, the stand walls in fairs, big posters, roller banners, CDs with press packages, website: very colourful, recognisable, different to everything else. Ceutimagina branding is a good example to look at. However, a new brand related to traditions has to be developed, and a style of design consequent with our new image: traditions and values, but also interactivity and education.

1. Promotion strategy and mix

In order to promote Ceut new product, the following strategies should be used:

TRADITIONAL ADVERSTING For schools, the best way to communicate the activities is by sending them a leaflet with the annual programme on it. With this information, they decide which destinations to choose. A parallel good practice is to offer teachers, who take the decision to make a school trip, to make a special visit devoted to them, where it will be explained how the visit will be carried out, which resources such a didactic guides can be delivered and so on. Leaflets are also very useful in tourist offices, as usually tourists also ask for them.

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There are other useful ways of advertising such a radio, newspapers, banners, but at this time, they are not included in Ceut Town Council budget, as they are quite expensive.

WEB MARKETING Nowadays, a website is the reference that visitors will have of you, before coming to visit you. Despite of this, there are a lot mediocre websites with a poor design, a lack of up-to-date information, unclear A good website should have a clean design, have all relevant information easy to find such as timetables, contact details, updated activities, good photographs; texts should be written in an attractive way, but not be very long, as nobody would read them. Your information can also appear in other websites: www.murciaturistica.es: Region of Murcia Tourism Website www.no-typical.tv: Videos of the Region of Murcia destinations. In the very last years, social networks have become a very powerful tool of promotion if correctly managed. Although they need constant time devoted to them, they can be very profitable.

COMMUNICATION AND MERCHANDISING MATERIAL Apart from the leaflets mentioned before, merchandising can be a useful tool of promotion in events where pens, bookmarks, pen drives, magnets can contain your website or information about next events.

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For the dissemination of CHORD outcomes, Ceut Town Council bought 300 pen drives with the CHORD logo. This is a cheap way, other than printing, to disseminate the project results. Moreover, there are more chances that people take a look, as a pen drive is a useful tool that people may keep.

TRADE FAIRS AND EVENTS As a promotion of CHORD project and activities, Ceut Town Council participated in TURISMUR, Tourism and Free Time Exhibition held in Torre Pacheco (Murcia), which received in 2010 around 35,000 visitors. Most exhibitors are municipalities in the Region of Murcia, and visitors are mainly people living in the Region looking for interesting destinations to do a day trip. The Ministry of Tourism in Murcia offers municipalities the possibility of being promoted in FITUR, the International Tourism Fair in Madrid. The Region of Murcia stand is normally divided in different products: interior and rural tourism, health tourism, sea and beach tourism, and cultural tourism which includes the main cities Murcia, Cartagena, Caravaca and Murcia. Any municipality may send leaflets to this stand, and they will be placed in their correspondent area. For example, Ceut is normally placed with Ricote Valley in the Interior Tourism space. The Ministry of Tourism also offers the possibility of booking a desk to carry out interviews with tour operators and travel agencies. Another possibility is to send leaflets to other events which receive a lot of visitors in which the Ministry of Tourism participates with a stand: Murcia September Fair, Los Alczares International Week of the Huerta and the Sea, Christmas Handicraft Market in Murcia, as well as Tourism Fairs in other Spanish Regions.

6. Quality management The aim of subcomponent 4.1 IQM Workshops for cultural/creative enterprise hubs was for the partners to inform and involve local creative and cultural public and private stakeholders on optimization and integrated quality management (IQM) for cultural services, in one 69

Workshop held in each partners territory. These Workshops were designed to benefit from the commonly-defined analysis and the model developed by the transnational network. IQM benchmarking and best practices for the Workshops were shared and coordinated, in order to allow maximum benefit and to provide transnational value. Territorial cultural stakeholders had the opportunity to profit from peer experience from all the partners as a basis for the development of creative and cultural enterprise hubs. Region of East Macedonia & Thrace Two workshops were held by the Region of East Macedonia & Thrace in Kavala on 29th July , on the Integrated Quality Management for cultural services model. During the workshops many representatives of the local authorities and the cultural stakeholders were present. The action aimed at providing to the local stakeholders the appropriate methods and tools to develop an Integrated Management model of their cultural resources in order to develop creative and cultural heritage hubs. Mr Konstantinos Papakosmas, Deputy Region Governor on Tourism, officially opened the events and expressed his views. During the first workshop the following presentations took place: Scopes and general requirements of the IQM model and the issue of interpreting marketing from the Development Agency of Rodopi S.A. Management of Cultural Resources, Concepts, Planning and best practices from Dr. Olga Tsakiridi, Researcher on Cultural Management, Open Greek University. During the second workshop, a national seminar was organized, which aimed at the capacity building of cultural stakeholders in order to develop innovative products and services for heritage and cultural promotion. For this scope the following presentations were made: Presentation of project results in the Region of East Macedonia Thrace from the Development Agency of Rodopi S.A. Presentation of project results in Chios from the ENA Chios Digital Business: the case of cultural industries from George Klimis, Professor in the Department of Communication, Media and Culture, Panteio University.

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Both events were closed after a fruitful discussion open to the public, with most popular topics those ones connected with the exploitation of cultural heritage in the midst of difficult economic times as well as the funding opportunities for cultural stakeholders and bodies. Ena Chios S.A. The Partner Level Local Workshop was organized, by ENA Chios S.A., on the 4th of December 2010, in the premises of the Company in Chios. The Workshop was entitled Contemporary Methods of Promotion and Exploitation of Cultural Heritage through Information and Communication Technology. The overall objective of the Partner Level Local Workshop was to inform the participants on the opportunities created, for the promotion and exploitation of cultural heritage, by the use of new technologies. The aforementioned objective was fully achieved. Apart from the achievement of the overall objective, the Workshop had the following results: The participants had the opportunity to exchange experiences and best practices between them but also with the instructor of the Workshop The participating stakeholders, through their contact in the Workshop, established an unofficial network of collaboration, which can lead to a future collaboration or even the possibility of the creation of cultural cluster The instructor, using his long lasting experience, managed to transfer very important information and knowledge to the participants on the thematic units covered during the Workshop The participating professionals understood and recognized the importance of the use of new technologies in the cultural industry Apart from the networking between all the participants in the Workshop, an important development was the networking between representatives from the cultural industry and representatives of the tourism industry and the establishment of collaborations, which are very important for the promotion both of tourism and of the cultural heritage of the island

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The organised event managed to contribute to the enhancement of the use of new technologies in the cultural heritage sector and to waken the participating stakeholders on the importance of this effort in order to achieve an effective promotion and exploitation of the cultural heritage of Chios Island.

Chamber of Commerce of Seville The Official Chamber of Commerce, Industry and Navigation of Seville organized in April 2011 in cooperation with Seville Tourism Consortium an integrated quality management (IQM) Workshop within the framework of the CHORD project. Several actions were developed during this IQM workshop that was structured in diverse sessions: General presentation of the CHORD project and analysis of future options for business cooperation working as a cluster. Informative conference to present an IQM model to be implemented by the companies. Four training sessions where different modules were presented: SICTED module to introduce the Integrated Quality Model in Tourist Destinations and its objectives. Best practices module to explain the different existing guides and their function. SICTED platform module to familiarize the companies with the use of this management platform. Improvement planning module to analyze and prioritize the areas to be improved in the companies and their services. These actions confirmed the favourable reception of this initiative by all the participant companies in the workshop.

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Sustainability and Transferability Marketing Plans must describe the necessary steps for the implementation of the strategy and for addressing a number of practical questions such as: which organizations will take up which activities, over what time frame, by what means and with which resources. As the actions have to be considered on the basis of regional circumstances, there is no standard action plan for all. However, Action Plans usually include measures in the following fields: Administration: e.g. promotion of co-operation between sectors and of cross-sectorial development models; involving local people in drafting tourism policy and decisions Socio-economical sector: e.g. promoting local purchasing of food and building material; setting up networks of local producers for better marketing; development of new products to meet the needs of tourists, etc. Environment: e.g. improving control and enforcement of environmental standards (noise, drinking water, bathing water, waste-water treatment, etc.); identification and protection of endangered habitats Knowledge: training people involved in cultural tourism about the value of historical heritage; environmental management; raising awareness among the local population; introducing a visitors information programme An analysis of partners best practices to identify transferable sustainability models is included below. Province of Benevento The proximity of the Province of Benevento to major transport infrastructures puts the area at a significant advantage compared to other less accessible inland areas, especially for shorthaul and indirect domestic and international tourists identified as the target market. However, in addition to promoting the local area on target markets, actions strengthening the Benevento brand as a cultural district clearly need to be implemented. Based on the provinces rich cultural system, in other words the existing environmental and socio-cultural fabric of the area, promotional and communication interventions promoting local identity and supporting cultural production will therefore have to be put in place. This will lay down the foundations for

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economic development that is both sustainable and compatible with the protection of the cultural heritage. The analysis of benchmark cases shows that the effective integration between resources and players involved in the process of delivering tourism services requires a systemic approach. To this end, the CHORD Project intends to pursue the objective of integrating cultural resources, tourism and hospitality services, and the local food and traditional crafts sectors by engaging local authorities, private hotel and restaurant establishments, manufacturing companies and tourism service providers, all of which can all play a key role in building the concept and brand of the Province of Benevento Cultural District. The success of growth models in which the intangible economy of communication and services now plays a central role has significantly fostered the development of the business model of economic clusters. The model of clusters, or districts, has also become more widespread as the market has expanded from a local to a global arena and international competition has increased, forcing Western economies to compete with emerging countries. The concept of industrial districts was defined for the first time in Italian legislation with Law 317/1991. As districts, or clusters were considered a form of local development, national legislation was followed by legislation at regional level regulating industrial-type manufacturing districts as well as other kinds of districts, introducing cultural districts and more recently rural districts. The precise definition of cultural districts is still the subject of debate and numerous models have been proposed and studied: industrial, museum, tourist and metropolitan. A cultural district can be described as an organized group of local authorities, networks of associations and firms that provide an integrated offering of quality cultural goods and services associated with the local area. An area must have the following characteristics: well-defined identity high concentration of prestigious environmental and cultural resources cohesive local community in terms of cultural traditions. The areas opportunities need to be supported by ideas and projects to assist communities in defining objectives of shared and culturally sustainable development which does more than simply market local sites and traditions. What is otherwise just a random collection of cultural

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resources can be transformed into a tourism product concept, namely an organized set of tourism products making up an offering that is able to establish its own position on the market. Adopting the rationale of cultural districts means that branding polices can be implemented. Using an umbrella branding strategy means that the destination brand can embrace the cultural district concept. In the case of the Province of Benevento, creating a province-wide cultural district and its concept, represented by the five cultural poles and their wealth of resources, as well as designing integrated thematic itineraries are essential pre-requisites for putting actions in place to create knowledge and awareness of the brand. Looking at the profile of cultural tourists as illustrated in section 8, the concept of quality is clearly a key factor in this type of tourism. It is therefore crucial to focus on actions that can influence visitors decision to purchase and their perception of the experience in the area. These may include highlighting the emotional aspect, customizing tourism services, adapting hospitality to the themes of local traditions and food and wine, and creating entertainment opportunities linked with local festivals and events. The aim of cultural tourists is to experience their holiday destination and the cultural commodities it offers, including local traditions, locally produced products, while respecting the environment. Enabling visitors to enjoy the area and its cultural resources in line with the concept of quality they expect requires the direct participation of tourism operators and, at the same time, the involvement of all the local players in the cultural tourism segment, including local authorities and trade associations. This can be achieved by identifying the cultural district concept and defining cultural poles as thematic areas through which visitors can physically explore the area and its attractions. In addition, dividing the district into geographical areas can help and guide visitors, especially first-time visitors, in their enjoyment of the area and the local resources. The CHORD Project is part of a wider communication strategy promoting the Province of Benevento put in place several years ago by the Benevento Provincial Council. One initiative already being promoted by the Council is the "Made in Sannio" community and portal, set up with the financial support of the Campania Regional Government with funds from the P.L.A.I.T. Programme (Measure 6.5 for the internationalization of the regional manufacturing system -

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P.O.R. Campania 2000/2006) and co-ordinated by I.R.VA.T. (Institute for the Promotion and Protection of Regional Products). The aim of the Made in Sannio Project is to provide a virtual meeting place where Internet-users can find out more about the Province of Benevento. The www.madeinsannio.it portal showcases the local business community bringing together nature, culture, traditions, local food and traditional crafts. Another initiative already underway is the I-TRACE Project, which proposes a quality management model for the rural tourism sector. In response to the demand for quality, the project has put together five tourist itineraries designed and constructed in compliance with a Quality Protocol, following the drafting and signing of a Quality Declaration by all participating travel and tourism operators. The aim of the project is to ensure that tourists receive quality services and at the same time to provide travel and tourism operators from the public and private sector with a tool to guarantee the quality of their products and create a cycle of continuous improvement. In order to provide a quality tourism offering, each tourism operator participating in the project must undertake to self-certify and comply with the minimum quality standards set out in the Declaration. The CHORD Project is therefore part of a wider ongoing policy of promoting the area in terms of quality cultural tourism, where a systemic approach is required to engage both tourism operators and resources. Specifically, the project aims to foster the creation of relationships between local public and private bodies who identify with the Benevento Cultural District brand, and who can obtain mutual benefit and create synergies from the network and rationale of co-operation. The Province of Benevento will set out to secure the participation of all the players who are variously involved in promoting the local cultural heritage in its broadest sense, from cultural resources themselves to documentary services, cultural activities and events. At the same time, the project will engage travel and tourism operators from the private sector, especially hotel, catering and tourism service establishments, as well as manufacturers of traditional, locally produced products. The advantages for operators participating in the CHORD Project are primarily associated with area brand visibility and the positive impacts it will have on businesses directly involved in promotional actions planned over the three-year period of the project.

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Region of East Macedonia & Thrace The case study area of this section is the National park of Dadia lefkimi Forest, situated on the southeastern end of the mountain range of Rodopi, in the Prefecture of Evros. It constitutes the geophysical space where many species of flora and fauna of the Balkan Peninsula, Asia and Europe thrive. The current situation in the area of National Park concerning touristic activity follows. In the village of Dadia a visitor information center is situated with a small conference room, a cafe-bar and also souvenirs and local products shops. On the information center, visitors are transported by bus to the municipal "enterprise Dadia observatory, where they have the opportunity to watch birds with telescopes at the feeder. For the energetic there are specially engraved and signed paths, where visitors may enjoy the trails of extraordinary beauty. Area attractions include Dadia Monastery (built in 1727), the two churches, the beautiful churches, a recreation area "Katratzidon (with sports facilities and playground) and the beautiful area of the Three Fountains, the Soufli municipality and the local silk museum. The traditional products (sweets, pasta, silk products etc.) made with care by the women's cooperative "Gerakines" are ideal souvenirs. The potential of the National Park Area can be summarized in the following S.W.O.T. analysis table
Strengths Weaknesses

Relatively small area, Easily accessible

Massification of commercial impact

and controlled Experienced human personnel ,Easy

due to limited areas of interest Small Profit margin Untapped adjacent Tourism

implementation of good practices Small need for funding

resources Small managing overhead Stagnation, no future view for

expansion

Traditional settlements

Small

private

contribution

in

investments in the area

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Opportunities Financing frame which gives priority in the International tendency for change of particular type of interventions

Small social-economic inputs for the

local population Small degree of penetration but to

social economic status in the area Limited potential and economic

development resources. Threats The delay of completion of infrastructures interventions Balkan Intense domestic and international The lack of social in and cultural and competitive environment infrastructures Incomplete access markets public services The technological changes that allow Small scale and dissemination of human The residents attitude The transfer of tourist interest to

preferences in the regions of tourist destination

Legal framework Implementation of Development programs New financial tools Program of rural reconstruction of Greece Axe

3 revaluation of the importance of principles such as the economies of scale and the economies of concentration, regarding the space management and the productive process (new technologies in the communications and the information) The rest technological changes (Renewable Sources of Energy, transportation), which limit the consequences of isolation The changes regarding the human objectives in favor of qualitative goals The continuously increasing gravity that have in economic sector the leisure time and the activities that are connected with it The contiguity with Balkan and Black Sea

activities

Limited

availability

of

productive

resources Big seasonal fluctuations in Human

Resources and financial activities Financial Crisis

Unstable

financial

circumstances

of

countries

Balkan countries

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 Financial Crisis

Degradation of Vultures population Poor law enforcement

The number of visitors has increased by 80% over the previous four years (Approximately about 50.000 per year). The growth in the tourism industry in the protected area of the national Park of Dadia Lefkimi Soufli Forest has been a moderate successful example of alternative economic activity in the East Macedonia and Thrace region. But the model followed in the 90s and 00s reached its limitation, regarding the aforementioned points of interest and the protection of the ecosystem and the economic growth. In order to achieve further benefits in the area a new model of economic development must be applied, with respect to the environment. The existing legal framework is satisfactory, so the efforts must focus in prolonging the tourism period, the duration of stay and introducing new points of interest in the peripheral zone of the National park and finally improving the quality of services. So the new goals set are: Preserve and improve natural resources Increase the number of tourist Prolong the duration of stay Improve the quality of services

These goals can be accomplished through: Targeted Promotion Strategies for identified market Integration of the area in tourist packages in the wider area Providing incentives in low season - Introducing new points of interest in the peripheral zone of the National park Changing the Local business mentality Providing sufficient information and adaptation of Interpretive Marketing Improving existing infrastructure in the area surrounding the Park Building & offering health & well being staying packages by local hoteliers Training of existing personnel Special tax policy in the region

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In order to achieve these promotional strategies certain actions must be implemented: Embracing and implement a new tourism model with emphasis in new peripheral points of interest (except the core vulture areas). Organizing closely monitored tour-guides of the National park area by certified guides. Use of the local human resources. Upgrading the facilities and quality of services of the ecotouristic center of Dadia. Promoting regulated hunting tourism - cooperation and synergy with the all ready existing structures. Clustering with the adjacent Municipalities in tourism products - Giving to the Management Operator coordinating Burdon. Ena Chios S.A. ENA CHIOS S.A. proposes a model for promotion of cultural initiatives that could include: Free information and tour to important sites, flexible enough to meet the different needs of the targeted groups of people A network of cooperation, with the other project partners aiming at the promotion of tourism in the participating areas A website that will offer attractive tourist packages for visiting the most important sites of the island Participation in cultural tourist events and conferences and promotion of Chian products Promotion of Chian cultural heritage by radio and TV broadcasts, articles in newspapers and brochures given from travel agencies Contacts of local tour operators with other tour operators in Europe, offering attractive packages that include islands in the MED area with common cultural interests Chamber of Commerce of Seville The Province of Seville is spectacularly attractive to tourists and has qualities that show its comprehensive, varied enticements capable of satisfying the most demanding of visitors.

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Sevilles major strengths are the fusion of cultures between peoples (Tartessians, Iberians, Arabs and Christians) and the heritage of monuments in its towns that is the richest in Andalusia, with nearly 300 monuments declared as Assets of Cultural Interest. Among the different districts of the province of Seville, should be emphasized the tourist importance of La Campia, as it is home to most of these almost 300 monuments declared as Assets of Cultural Interest. The enhancement of these historical and cultural resources has made possible that these municipalities, through their councils, have give a boost to the development of a tourist supply able to serve as a complement to an economy based on activities related to rural settings. Aware of this potential, the Provincial Council of Seville has not ceased to promote initiatives in the field of cultural tourism, by implementing various programs and initiatives. This is the case of the revitalization plan "Campia Turstica" promoted by the provincial Corporation and with the support of the Regional Ministry of Tourism. The aims of the Tourist Development Plan for the Sevillian Campia is to create and put into use some infrastructures for tourism, to adapt the natural and urban environment for its tourist use and to develop strategies to strengthen the management system. Management Agreement of collaboration among different promoters and partners: Consejera de Turismo, Comercio y Deporte (Regional Ministry of Tourism, Trade and Sport), Diputacin Provincial de Sevilla (Provincial Council of Seville), Confederacin Empresarial Sevillana (Business Confederation of Seville) and Prodetur. Actions taken

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The different actions taken have been addressed to the promotion and marketing of the tourist destination, to awareness campaigns to foster the quality of the supply, the restoration of the historical heritage, the creation of new museums or the training and professional development of the people working in the tourism sector. Key results or outputs Restoration and improvement of the historical heritage, creation of new museums and professional development. SWOT analysis summary

Strengths

Weaknesses

The province of Seville is close to the seacoast. Every town and village has festivities that could be used to attract tourism. Good tourist infrastructure. Good transport network and accessibility.

Limited financial resources. Little cohesion among the towns within the province. Poor service due to the low qualification of the staff. Difficulties to adapt technological advances sector. to the quick related to this

Important historical and artistic resources. Gastronomy as a tourist appeal. Towns and villages are located in important natural surroundings. There are many tourist itineraries in the province. High quality environment. of life and relaxing

Business is obsolete because it is not properly planned and managers are reticent about new projects. Managers and trademen are not very prone to changes. Limited qualification and sensitization to quality aspects. Not very go-ahead local population. Migratory movement of young people to big towns. Tourism is not given importance by local population.

There is a plan to foster sustainable tourism in the district. Hotel industry has raised its offer both in quantity and quality.

Opportunities

Threats

Promotion of local gastronomy.

Competition of new tourist markets.

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Opportunities

Threats

Possibility of setting up more routes or itineraries. Possibility of fostering local festivities (there is one in each village). Changes in the demand mean that rural tourism is being increasingly requested. The fact that the Guadalquivir river runs through 17 different municipalities has not been exploited for tourism yet. Boom of the residential, cultural and leisure time tourism. The weather is good for tourism throughout the whole year. There is a wide margin to improve and increase the leisure time offer, both in the public and private sectors. Proximity to big international tourist areas (Seville and Cordoba).

Low budget projection.

to

improve

the

tourist

Average customers do not consider rural areas as a visit complementary to that of big cities like Seville. More funding institutions. is required from public

Big department stores are monopolizing the demand. The lack of suitable job opportunities could mean the loss of highly qualified staff (graduates). Unfavourable economic increasing unemployment. situation and

Alternative product sales are rising (sun and beach tourism).

Mancomunitat of the Ribera Alta To carry out a model of good practice transferable to related public profile cultural heritage it is necessary to create a field study. The objective of the creation of this model aims to promote exchange and updating of knowledge generated as a reference and reflection. The case study that would make for a portability model would be based on several factors: - The Mancomunitat of the Ribera Alta through Riberaturisme carries out some lines of actions. This body consist of both public and private: Consorcio de la Ribera, Mancomunitat de la Ribera Baixa, La Camara de Comercio de Valencia, Confederaci Empresarial Valenciana (CEV), Federaci dAgrupacions Locals de Comer, Indstria i Serveis de les Riberes (Fedalcis), Asociaci Empresarial dHosteleria de Cullera i la seua Comarca Alzira. The purpose of the organization is planning joint actions for promotion of tourism of The Ribera based on local resources such as cultural, architectural, gastronomic and natural and focuses its activities on 3 main objectives: i la Associaci Empresarial

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Configuration of a product based on its own food, common element of all the reinforced by culture, nature and ethnology; Strategic management of tourism. and the Specialization of destination. It is based on the particular configuration, and promote product GOURMET, reinforced by culture, nature and ethnology.Creating brand image, marketing and disseminating tourism of the Ribera.

Analysis of the role of public institutions to support cultural heritage centers. To achieve efficient project we had the help of public and private institutions. These are divided into different levels: The councils of all The Ribera (47 municipalities) that form the Associations which are associations of municipalities that combines all services, in this through Riberaturisme: A joint tourism promotion department at the county level. Other levels: Regional Ministry: Tourism, culture and sports: Dissemination and promotion of tourism, tourism management, increase in quality. and Infrastructure. Ministries of Industry, Tourism and Trade: public and private asociation of tourism promotion. Deputation of Valencia Tourist Promotion and dissemination through the helpdesk and cultural resources (SARC): Tour Routes and cultural map of cultural offerings. Identification of future funding options: The future identification programs carried out through subsidies granted by public agencies and private: - Ministry of Tourism, Culture and Sports - Conselleria de Agricultura - IMPIVA.

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Summary of future actions 2012-14 There are strong historical, cultural and religious themes and folk traditions that should be developed into marketing themes or branding concepts to interpret its rich heritage. Some indicative actions for the next years are: Work closely with stakeholders that are "packaging" tours and events for the regions to include heritage and cultural sites and venues Expand and upgrade existing sites, which are generally under-promoted, underleveraged and under-protected Identify, analyze, and prioritize current sites, their needs and their benefit to the overall program Explore options for assistance to upgrade sites including advocacy for the appropriate local, state, or national protection measures Create a marketing and promotion strategy for individual sites and for regional campaigns. "Packaging" sites will continue to be critical to success Work closely with state agencies to provide support for high priority sites and to create the appropriate collateral materials, or include the sites in existing state or regional materials Work closely with existing regional tourism entities to create broader support Use local resources to strengthen the heritage packages

Conclusions Europes rich and diverse cultural heritage makes considerable contributions to make the European knowledge society competitive in sustainable economic growth and employment and a good place to invest, live and work based on a high quality of life (Lisbon Agenda). Cultural landscapes, historic towns, museums, monuments and other heritage sites benefit the European tourism sector, heritage sites and museums show considerable multiplier effects in employment (one job in cultural heritage generating between five and nine in related sectors),

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they drive citizens cultural learning and enjoyment, and also they contribute in many other ways to the quality of life and regeneration of European regions and towns. Concluding, the marketing of a destination and its tourism products consists of a group of actions in different levels and of different perspectives, which come to meet the varying tourist target groups of the destination and attract them adequately according to the destinations tourist policy and resources. In other words, the marketing mix that is decided to be followed will combine the trends of the global tourist market, the demands needs and expectations and the supplys features. The marketing plan aims at the better administration of the cultural resources for the tourist promotion of the territories, through the implementation of strategic actions. The improvement of effectiveness of this promotion can be obtained through the specialization of the whole strategic frame of tourist promotion. Between the goals of the promotion of territories of the CHORD project are the enhancement of the quality of the tourism products and services, the maximization of the impact of promotion and the increase of the expenditure of tourists, by providing a wide gamma of activities and experiences. Moreover, it is very important to attract visitors from new markets and to extend the tourism season. It is very important that all the public and private bodies, which are involved in the tourism and culture industries, must collaborate harmonically for the better promotion of the territories tourism products. Finally, to implement the above proposals will require the activation of a monitor mechanism for the implementation of the marketing plan. The proposed mechanism will be responsible for the coding of the proposed interventions, planning, implementation and monitoring of project implementation. Furthermore, the proposed scheme will make the necessary corrective actions during implementation. To monitor the implementation and the effectiveness of the proposed marketing plan, a monitoring mechanism needs to be issued. This mechanism consists of measuring efficiency indicators which are divided into three categories:

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Monitoring Indicators Output Indicators Impact Indicators

The development of the indicator system will require the finalization of targeting quantification standards by the monitor Organization, after finalizing the marketing plan (promotional campaigns) for the target market.

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