Prospects for the development, promotion and marketing of tourism providers in the destination of Central Styria (Maribor - Pohorje)

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1 GOD SAVE THIS DIVINE LAND, IN YOUR HANDS ARE PEACE AND HAPPINESS OF THIS LOVED PROVINCE. YOU GAVE IT BEAUTY AND POPULATED IT WITH GOOD PEOPLE. Archduke John of Austria Prospects for the development, promotion and marketing of tourism providers in the destination of Central Styria (Maribor - Pohorje) Andrejka Gazovic Slowinea Wine Tourism Board Slovenia November, 2015

2 World's Oldest Vine Where do we begin our search for the story about wine, wine trails and cuisine? Why, with the oldest vine in the world: the Lady of Lent, the Lady of Maribor and Lady of the des>na>on, region, country of Europe. It is here, by the way, where the story begins In the last three years, the Old Vine and the Old Vine House was visited by 192,000 visitors.

3 THE CRITERIA AND GUIDELINES FOR THE DEVELOPMENT OF TOURIST PRODUCTS AND THEIR POTENTIAL Poten'als include: Nature, Culture and Heritage, Ac>ve vaca>ons and Wine and Food Wine and culinary experiences Local supply chain Intergenera6onal transfer of knowledge

4 ITP ACTIV RURAL Wine and Culinary Experiences: Users are all defined target segments Families, couples, pensioners, individual guests, or pilgrims Individuals who are interested in something specific Those who are interested in the natural beauty that the landscape offers as well as in the local history, ethnology, etc. Those past the age of 20 Tourists who come to a certain place due to some other purpose (culture, business...) and wish to try this product as well Gourmets including conven6ons and roundtables Proponents of organic food. Those who appreciate locally/regionally integrated products (the involvement of local/regional raw materials into products and services that avail themselves into the sales channels of rural areas)

5 BUILDING CRITERIA WINE - CULINARY EXPERIENCES Subject ma[er: Gastronomy and wine, cultural heritage, ethnology, nature, landscape, Important: Cooking, oenology, local - regional products and raw materials, and themes Governance: The possibility of professional management (events)

6 CRITERIA FOR THE ACTIVE RURAL Mandatory criteria: Locally grown and involvement from local suppliers (raw materials, food, wine and other beverages traceable to the region of origin) Seasonality of supply Integra6on of culinary with tradi6ons, customs and habits (at least 3 events per year) Accessibility (access to sufficient parking with clear signage) Ensuring opening 6mes (dining facility every day, wineries and tourist farms, excep6onally, at least 3 days a week) Contact informa6on and responsiveness (guaranteed within 24 hours) Offerings presented in a foreign language (at least one) Proper registra6on of ac6vi6es Op>onal criteria: Accessibility (parking for bikes) Health care (food safety / facili6es for niche target groups, eg. celiac disease) Bio/organically grown and processed foods and beverages

7 HOW DO WE MOVE FORWARD? Compara6vely speaking, it is necessary to put an emphasis on ac6vi6es that improve coopera6on between tourism and tourism- related organiza6ons, marketers and tourist informa6on networks. We have in fact all what the GREAT have!

8 MARKETING, which has to include a pre- arranged good environment and infrastructure, human resources, infrastructure, and environment and spa>al planning Des>na>on Maribor - Pohorje Linking key stakeholders of tourist des>na>ons and networking of tourist offerings should be reflected in joint marke>ng ac>vi>es. This results in be[er visibility and excellent marke>ng opportuni>es. The South Styrian wine region - Gamlitz In designing tourist offerings, products and marke6ng ac6vi6es TV Gamlitz links other tourism organiza6ons in the area of South Styria. Together, they successfully build the profile of southern Styrian wine country. In comparison with our tours and des6na6ons: in 2011, in the municipality of Gamlitz alone, they generated 39,813 arrivals and 92,738 overnight stays (in the municipal area there is no major tourist providers most are family owned tourist sites!)

9 WHAT IS INTERESTING FOR THE VISITOR? Products of interest for visitors include: Guided or individual ordered wine / culinary programs Culinary and wine- making schools, ins6tutes, associa6ons - workshops Individual primary and secondary providers of food and drinks Culinary and wine fes6vals Restaurants and taverns Specific loca6ons, which enable visitors to experience the produc6on, purchase (providers, specialized delicatessen shops, markets, etc.) and tas6ngs of the authen6c products, such as food and beverages of the region.

10 ANALYSIS OF NEIGHBORING AUSTRIAN WINE TRAILS IN 2014 What is the guest expec>ng? A magical vi6cultural landscape Excellent cuisine Friendly and hospitable people Excellent wine Wine experiences (wineries, exhibi6ons, events) Leisure ac6vi6es in the middle of vineyards (hiking, KULeBIKE, culinary themed trails - hiking with flavor

11 ANALYSIS OF THE NEIGHBORING AUSTRIAN WINE TRAILS IN 2014 How does the guest understand the word vineyard landscape / des>na>on? Wine- Vi6culture- Wine hills Wine trails Beau6ful landscape Excellent food and drink Cornucopia of wineries Mul6ple Offerings

12 ANALYSIS OF THE NEIGHBORING AUSTRIAN WINE TRAILS IN 2014 Who visits in the autumn? 50% vaca>oners 48.9% holidaymakers - holidays 1.1% visit family or friends Types of visitors depending on number of visits: 86.7% are guests who have already been to their des>na>on before 13.3% are new guests 94.4% are guests would like to return 5.6% are guests who don t know yet if they want to return

13 ATTRACTIONS FOR VISITORS? What surprised them? Experience of an integrated project (i.e. package) The hospitality and friendliness of the locals, providers Great wines Beau6ful and unique autumn landscapes The scalability of visitors and tourists (not crowded) Peace, tranquillity and silence Culinary offerings, which offer excellent gastronomic delights

14 PROFIL OF GUESTS VISITING AUSTRIAN WINE TRAILS How do visitors see themselves? 80.0% of guests see themselves as gourmets 44,4% of guests see themselves as wine connoisseurs and wine experts 65,6% of guests think that quality is very important to them 14,4% of guests think that ea6ng healthy is important to them 4,4% of guests think that tradi6on and heritage are important to them 3,3% of the guests think that increases in the price should lead to increased quality

15 AND WHERE ARE WE IN OUR DESTINATION? Oenology is strongly represented. Our des6na6on falls within the wine growing region of Podravje, the wine region of Styria/ Slovenia. This des6na6on is known for its excellent vineyards and fine wines, which have achieved interna6onal recogni6on, important elements of the tourist offerings are: the oldest vine in the world, wine trails, wine cellars and wineries, vineyard museums and the like.

16 VISION OF THE DESTINATION MARIBOR POHORJE Vision Posi>oning for 2020 Des6na6on Maribor- Pohorje will be posi6oned in the minds of its target audience as: A green, eco- conscious des6na6on A relaxed, as well as, an ac6ve vaca6on An opportunity to experience the culture and tradi6ons A place to explore the countryside An opportunity for enjoying wines and authen6c cuisine and to experience the Styrian hospitality.

17 OUR STRENGTHS AND OPPORTUNITIES Long tradi6on of vi6culture, the oldest vine in the world, the Old Vine and its promo6on Meranovo and Archduke John of Austria Excellent posi6on of vineyards, the Piramida in Maribor, the heart among the vineyards A favorable climate Proximity ci6es and an ac6ve break on and below Pohorje (both winter and year round tourism) Traffic accessibility Hospitality Quality, characteris6c and varied offerings of local wines and food Excellent wine- growers with established marke6ng Clean air, water and environment

18 OUR SHORTCOMINGS AND WEAKNESSES Weak networking and coopera6on between providers Disorganiza6on in the fields of manufacturing, marke6ng and sales Poor infrastructure Specialized guides are needed Wineries opening 6mes during the week are not coordinated Joint promo6on and joint appearances on the domes6c and foreign markets Not regulated and complex legisla6on Low purchasing power of domes6c guests

19 WHAT WE ALREADY HAVE AND WHAT Wine trail in Maribor ARE WE DOING? Wine trail along Meranovo Micro- tour trails around the surrounding area of all the wine trails The Old Vine House with The Old Vine as one of the prominent stories of Slovenian tourism with new content City vineyard, wine cellar and other wineries A gran of the Old Vine, The Old Vine Fes6val, St. Mar6n's Day, Wine- culinary evenings at the Old Vine House

20 Managing the development of tourism products in the model of MICRO Des>na>ons / Proposal for Central Styria Evropski kmetijski sklad za razvoj podeželja: Evropa investira v podeželje

21 PILOT PROJECT EXAMPLE- VINO COOL Duration of the project: Value of the project: ,00 Partners: Maribor-Pohorje Tourist Board, Weinland Steiermark, Slovenska Bistrica Tourist Information Center, Development agency of Prlekija, Maribor Development Agency, Halo- Edil Ing, Development Agency Sotla.

22 PROJECT AREA Selected project area of 13 wine trails (6 of them in Slovenia and 7 in Austria) is an area that belongs to the same historical, geographical and cultural context. For too long it has been separated by borders that have impeded the movement of people and ideas. Therefore, we haven't been able to link sufficiently in the field of tourism and consequently the market visibility of each region is at different levels. We want to bring the Slovenian part closer to the Austrian and unite to unleash aprac6ve poten6al in a common package of thema6c tourism products. The thema6c tourism products under the umbrella of uniform quality standards will connect the en6re project area over the agreed common themes of the Old Vine, architecture, tradi6on and customs as well as a healthy diet, which will present eco- wine and cuisine. The realiza6on of the objec6ves of the project will accelerate the development of the tourist offering on the wine trails. The visibility of the whole border area offering of genuine wine and culinary experiences that have a beneficial effect in the human body in combina6on with a rich local tradi6on of wine- gastronomic culture and modern approaches.

23 RESULTS OF THE PROJECT Study of installa6on of signs for the tourist offerings on wine trails Prepara6on of compara6ve studies (wine- culture- cuisine) and thema6c quality criteria Crea6on of tourist products (The Old Vine, architecture, wind raple - custom and tradi6on, eco- wine- cooking) Digi6za6on of tourist products (installa6on of digital cartographic model for all partners Procuring of naviga6onal equipment for the digi6za6on of tourist products Study tours and workshops for tourist service providers Promo6onal materials (brochures, leaflets, posters, video) Promo6onal ac6vi6es (adver6sing, events, fairs and workshops) Press conferences

24 Because this is a story of the countryside, locally grown food and the magic and intoxica6on of the wine trails. It is a story that never ends. A story that is intertwined with the seasons and when each season draws to an end a new story will begin again. It is up to us to accept the story as our own. Together we can enhance it into a collec6on of stories that we offer to the visitors of our site. This is what you, as local tourism providers, need. Thus, just a liple is needed! Just iden6ty and authen6city! THANK YOU FOR YOUR ATTENTION

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