European Cultural TourismEuropean Cultural routes

The Viking Route

Prepared by : Guillaume GREGORISRanjan KHOTEJAMBA2A

Contents Stockholm

Positive & Negative assets

European Cultural Tourism

European Culture Routes

The Viking Route

Promotional Campaign

Culture capital of Scandinavia

Objectives

Partners

Stockholm, Sweden Self proclaimed capital of

Scandinavia

18.8 million visitors 2013 (Sweden)

7.4 million visitors in Stockholm 2013

Main visitors from: Norway,

Finland and Denmark

Top spenders: Norway,

Russia and Switzerland

83% leisure tourists,17 % business travelers

Positive points Diversified tourist activities

Culturally rich

Positive Image (safe place)

Low population density

Far from mass tourist destination

Negative points Seasonality: long winter with short days

Expensive destination

lack of tourist diversification

Lack of “glamour”

European Cultural tourism Europe: a key cultural tourism destination

Represents 40 % of European Tourism

Preservation of the heritage

Meeting and knowing people & cultures

European cultural routes Europe as a single tourism destination

26 transnational itineraries

90% of trials routes in rural areas

with the active cooperation of

Council of Europe

European Travel Commission

UN world tourism organization

The Viking Route first program launched in 1993

far-reaching and significant cross border collection of sites, stories and heritage relating to the shared Viking legacy of Europe and beyond

23 European Nations

50 sites on the route including examples of forts, towns, farms, quarries, ships, objects, museums.

Managed by Destination Viking Association :

(10 countries)

Stockholm “Cultural Capital of Scandinavia” Objectives:

to promote Stockholm as a cultural destination to support the local economy

to increase job opportunities

to bring local historical monuments in highlight

to reduce seasonality

to diversify the nationalities of tourists

Targeted visitors: Leisure travelers with an emphasis on Seniors who can easily travel off season

Stockholm “Cultural Capital of Scandinavia” The message: Stockholm has assets

Museums (Vasa Museum, Skansen Open-Air Museum, The Museum of Medieval Stockholm,...)

Monuments (Royal Palace, City Hall, Drotttningholmpalace…)

Sightseeing (by bus and boat)

Shopping

Swedish gastronomy

Stockholm “Cultural Capital of Scandinavia”Partners, both public and private, will be needed to complete the campaign through its 4 major stages:

1. Define the message and create the basis on which it will rely (packages, events..): Stockholm Visitors Board

Swedish Hotels and restaurants Association (SHR)

Ministry for Enterprise, Energy and Communication

2. Give the project a European dimension and integrate it in the Viking Route Stockholm Region EU Office

The Permanent Representation of Sweden to the European Union

Stockholm “Cultural Capital of Scandinavia”3. Convert the message into action

An advertising agency

To best define the most suitable channels able to reach the target audience and convert the message into advertising media (videos, posters); an internationally recognized agency such as WPP or Publicis could be hired.

Stockholm “Cultural Capital of Scandinavia”4. Deliver the campaign

An agency with international status, such as JC DECAUX will be helpful; local agencies will be needed too.

Travel agencies will be enlisted to promote and sell the packages: Thomas cook, Kuoni among others could play this part.

IKEA: Sweden’s flagship

Their worldwide retailing network can be used as a platform to relay the message and distribute leaflets and flyers.