Download - Gauja National Park Tourism Cluster
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Conference "Tourism in Protected Areas"
Andris Klepers, Dr.geogr.
Researcher Prof. assist.
MTÜ Tipu
Looduskool | Tipu küla,
Kõpu, Viljandimaa
Case study: Gauja National Park Tourism Cluster
15.09.2017.
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Growth of tourism volume in 3-year period
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Natura 2000 – important resource for tourism, demand analysis
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Management and lack of comprehensive approach. Nature protection management & spatial planning of municipalities.
Number of actual Nature protection management plans in Natura 2000 areas
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Gaujas NP tūrisma pievilcība
836 tourist
attractions
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Networking and the clustering concept implemented
55 companies
(incl.7 tourism supporting)
8 municipali
ties (4 towns),
NCA
Vidzeme University Research &
Development
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• viesu nams
"Mauriņi"
• Bucefāls
• viesu nams
"Melturi"
• Valmieras
amatnieku parka
fonds
• Eco Holidays
International
• Jonathan SPA
• Turaidas Viesturs
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Length of tourist stay in Latvia
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0,93
0,84
Length of tourist stay in Latvia
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Market share of tourists from neighbour countries in hotels, Latvia
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0,57
0,90
0,74
0,78
A.Klepers, dati – CSB, 2016
Market share of tourists from neighbour countries in hotels, Latvia
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Management and organization
NGO based platform, Cluster advisory board, cluster board of members, member policy
Cluster office
Nature Conservation Agency
Vidzeme University of Applied Sciences
Companies
Cities: Valmiera – Cēsis – Līgatne - Sigulda
2012.gadā
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Cluster as tool for regional development
• Tourism as one of three pillars for growth and attractiveness of places
• Joint targets in harmony with place development goals
• Well managed Co-operation platform for quick initiatives
• Importance of distance, human relations and trust building
• Involvement of related industries
Karte: A.Klepers / Balticmaps.eu / SiA Jāņa Sēta kartogrāfiskā pamatne
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2000
2008
2011
2012-2015
2016-2020
Apr 2000 – Sigulda regional tourism society founded
2007/2008 – first significant cluster initiative introduced – Regional Tourism Card
Feb 2012 – long term strategy (2012-2019) for Gauja NP tourism cluster development
Jul 2012 – Dec 2015 Fund rising – Gauja NP tourism cluster development project (~500 000 EUR). 5-6 other small scale projects
Feb 2012 – 6 municipalities and administration of National Park – cooperation agreement signed
60 90 54 20 Number of stakeholders involved
60
Mar 2017 – Dec 2020 – II Gauja NP tourism cluster development project (~500 000 EUR).
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Destination strategy and involvement of entrepreneurs in decision making
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Incoming tourism dynamics in Gauja NP: source markets
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Incoming & domestic tourism: dynamics in Gauja NP
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Trends of incoming source markets in Gauja NP
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1. Joint management, efficiency of resources used for development & marketing, harmonized development goals have raised competitiveness of the destination significantly
2. Main tourism flow ‘buzz’ – growth is concentrating at the edges of the National park, in less sensitive zones or even outside the park – in main service centres, towns
3. The incoming tourism flow is stable – about 40% of total tourism volume in destination. Main efforts to raise international awareness has given results in local markets. ~70% of international source markets are form Baltic Sea region – where the main marketing activities have been concentrated
4. Joint management has leaded to more extensive traveling patterns of Gauja NP, more focused segmentation has led to different tourists, who are interested and respect nature or culture heritage, landscape quality of the Gauja NP
5. There is a potential for better performance – on the basis of GAP analyses (fragmented activities between the project periods, more efficient use of EnterGauja.com, more active use of joint branding platform…)
6. The European Charter for Sustainable Tourism in Protected Areas to pay even higher attention towards sustainability and recognize it formally – potential
7. Human dialog, environmental awareness of entrepreneurs, business ethics – lot of issues covered: joint management platform provides better access for various actualities to be discussed