Transcript www.lgsp.uz

Framework development
strategy leisure economy in
South Limburg
December 13th, 2012
Delegation Uzbekistan
Manon Luijten,
Marketing Manager
Tourist Board South Limburg,
Netherlands
Why accent on Leisure Economy?
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Work Life Balance (quality of life for the population)
-> Leisure time and relaxation in green surroundings are becoming more and
more important to people, these days. The presence of suitable leisure facilities
and information about them (including marketing) is essential.
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Attracting new inhabitants. In that context, tourism is seen as a framework
condition for quality of life, as 'acquisition tool' for knowledge workers and as
weapon against shrinkage
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Economy (job opportunities): tourism is one of the largest economic sectors of
South Limburg and is a component of the DNA of South Limburg
South Limburg,
Part of a multinational metropolis
•By car:
By train:
•2 TGV stations within 30 minutes
•8 intern. airports within 1 hour
•45 minutes to Düsseldorf (D)
•1 hour to Brussels (B)
•2,5 hours to Amsterdam (NL)
•3 hours to Paris (F)
South Limburg, the appendix of NL and the center of EU
Part of NL only since 1839 = almost no Dutch history
Birthplace of the Euro (Maastricht Treaty 1993)
20 x 20 km surface, 650.000 inhabitants
220 km border with Germany & Belgium, only 8 km with the Netherlands
3,7 milion inhabitants within 50 km in 3 countries, with 3 languages
Kandidate European Capital of Culture 2018 (Maastricht)
A vibrant region: 26.000 students of which 40% international
The oldest Tourist Board of the Netherlands, established in Valkenburg in 1885 (VVV
Het Geuldal, now Tourist Board South Limburg)
South-Limburg, 5 different ‘sub regions’,
of which each have their own themes and profile
South Limburg: the oldest & most popular domestic
tourist destination in NL
NV Tourism and Leisure Time South Limburg in a virtual outline
Some key indicators for the Leisure economy
Turnover (expenditure):
ca € 1 billion in 2011 directly
Growth sector:
domestic holidays rose by 15 % from 2010 to 2011
Job opportunities:
20,600 FTE per 2011 (7.4 % working population)
(excl. seasonal labour (+12 %), temporary labour (+10 %) and retail trade (+? %)
Excellent distribution over the seasons: = economic activity and job opportunities
throughout the year
Origin:
89 % from the Netherlands, 11 % from abroad (GB and
neighbouring countries)
Typically:
Active couples (dinkies and empty-nesters): 47 %
Families with small children: 26 %
Nights:
ca. 5 million in 2011
South Limburg enjoys by far the biggest spending per guest per year of the entire NL:
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Netherlands: €27 pp per day
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South Limburg: €39 pp per day
Why do guests come to South Limburg?
Grontmij 2007
Nature and countryside:
Peace and quiet and space:
Rambling:
Exuberant atmosphere:
Shopping:
Cycling:
Caves:
Many activities, attractions:
Specific cities:
Culture:
Border location:
Treatment Courses and Wellness:
Events:
62 %
41 %
37 %
30 %
29 %
21 %
21 %
14 %
13 % (Maastricht and Valkenburg most frequently mentioned)
11 %
10 %
9%
8%
Conclusion:
The scenic quality of the area (and therefore the activities that are possible – such as
rambling and cycling –) and the Burgundian signature are the most important
reasons by far for a visit.
What are some of the (physical) developments within South Limburg?
Important administratively strategic collaboration:
Urban Network South Limburg
Brainport 2020 / LED
Collaboration of both Limburgs with the Limburg Charter
Collaboration PL (Park City Limburg) & Aachen Urban Region
Strategic projects that (can) serve as steppingstones for T/R (tourist and
recreational) development:
Maastricht Cultural Capital (BBO (Iconic Development))
Urban Vision Maastricht 2030
Regional development Maastricht-Valkenburg
Structure Vision PL with LeisureRing PL
Strategic Vision Tourism Park City Limburg
Action Plan Leisure Economy Western Mining Region
Green Metropolis / TIGER
SMAAK Euregio
Sport Zone Sittard-Geleen
A2 tunnelling
VERM
Driving Landscape Projects:
Natura 2000
National Landscape South Limburg
Border Maas: strategic vision River Park Maas Valley
Brook dales
Physical and marketing developments in the border region
Euregio: Exhaustion of EU money
Awareness Process Belgian Limburg, various projects T/R
Growth of Hasselt
Floriade 2012
Campus Aachen
'Forcer l'Avenir' of Liège with Liège harbour and Liège airport developments
Trends and developments within tourism and recreation
A random selection of the many trends…
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Internationalisation
Domestic tourism falling (in the long term). But supply in NL keeps growing.
"We are fishing with more fishermen in a pond with fewer fish"
Greater importance of leisure time and demand for more variety within leisure time
Growing older but feeling younger
Fixation on health and better corporal grooming
Care for nature and need for nature (for green)
Great appreciation and searching for authenticity and nostalgia (including regional products)
Quests for "wherefore are we on earth"
Zapping behaviour in all imaginable respects (so, also in relationships and interests)
More in less time (increase in consumption intensity, reduction in time intensity)
Shifting backwards (to quietness, nature, simplicity)
Quality of hospitality gaining in importance
The transparent society (especially, because of the Internet)
Growing need for reliable information
More joint use of facilities by inhabitants and guests
Fading of the distinction between the various functions (e.g., retail trade as attraction)
Demand for a more varied route network
Competition analysis
Inimitable and distinguishing elements of South Limburg, compared to other NL
destinations:
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Beautiful, accessible, inspiring and foreign looking hilly countryside
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Authentic (in respect of cultural history and cultural cities, including Maastricht)
and original, especially with regard to 'slowing down' and 'reflection'
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Orlando-upon-Maas (many attractions, close together)
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Exuberant profile (culinary, regional products) in respect of image as well as
what is on offer, although the regional products have not yet been integrated in
the catering industry
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International position (tripoint region)
SWOT tourism and recreation South Limburg
STRENGTHS - Beautiful and accessible
countryside – 2000 years of history – Mining past
as binding element (Green Metropolis) – Caves with
perception value – Tripoint location - Very strong
image on the NL market - Positive Burgundian
profile -Good transportation connections -Wide
shopping assortments – many attractions within a
small area – Cycling hills – friendly population
with great organisational abilities - Promotionally
well organised – Many inhabitants with many guests
–Opportunities for ambassadors – At the
administrative level there are no (longer)
discussions about the importance of tourism – many
lodging facilities in all classes – Border Maas –
Centrally situated in NW EU
OPPORTUNITIES – Euregional ‘borders’ –
Advent ‘Green bicycle’ – Growing health cult –
Growing interest in things ‘international’ offer
perspective for a border region – Penchant for
authenticity, spirituality and reflection – Growing
appreciation of nature – Eden Award offers
opportunities for advertising as sustainable
destination – ZAP behaviour is favourable for SL,
which has a lot to offer in a small space – NRW
as search market – Popularity short holidays –
Various projects in the field of area development –
World Championship 2012 – Growing interest in
regional products
WEAKNESSES - Many events without theme
and cohesion and without intern. attractiveness
– insufficient culture with the capital C – No
international ‘landmark’ – Excellent image is tied
to old values – Little action around the Euregional
location – Border Maas is happening in silence– No
synergy between agriculture and catering –
partially weak innovative power (especially in the
lodgings sector) – underlying cooperation not
optimal – hills prevent recreational cycling –no
integral T/R policy for SL
THREATS - Singular demand 90 % NL –
Landscape becoming poorer – Worsening
accessibility by car (esp. A2) – Dwindling
hospitality – Late signalling of T/R developments in
surrounding countries – Growing interest of guests
in new destinations (ZAP) – Disappearing Limburg
culture – Developments in agriculture – Falling
supply of lodging facilities – New destinations with a
lot of marketing money, MICE developments
elsewhere in Europe at new destinations
The 10 dreams: South Limburg in 10 to 20 years
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Quality and convenience right into the capillaries
An attractive cocktail of the traditional and the modern with 2000 years of
history, in addition to constant innovation
A region that engages in top sports and that showcases top sports, amongst
others through events.
Particular regional identity (regional products, regional folklore, etc.), in other
words: the 'Piemonte of the North'
Orlando of northwestern Europe and attractions of international fame
Wellness and reflection at an international scale
The 'Centre' of Europe, therefore connected with other countries. The borders
have gone, through they are a visible icon
Fiery culture cities and therefore the place to be, also internationally
(Maastricht Cultural Capital)
A more international guest profile
A proud population with ambassadors everywhere
Strategic Choices South Limburg
1.
Hold on to and/or expand the existing great power of SL and the existing strong
themes
The DREAM:
1. Quality and convenience right into the capillaries, thus including scenic beauty,
good public transport and especially a sustainable region
PROJECTS:
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Hospitality at a(n inter)nationally discerning level
Strengthening the quality of route networks, incl. matters like digitalisation,
level cycling, etc.
Ease of accessSL from within as well from outside the region. Including
better (physical) connections with the surrounding countries and the creation
of (almost) free public transport
Keep developing River Park Maas Valley and promote as a new tourist
attraction
Strategic Choices South Limburg
1.
Hold on to and/or expand the existing great power of SL and the existing strong
themes
The DREAM:
2. An attractive cocktail of the traditional and the modern with, on the one hand,
stronger promotion of 2000 years of history, and on the other hand the
continuously leading with new developments (innovation!)
PROJECTS:
- Promote innovative power / creativity, including new concepts and quality
leaps, innovation fund & innovation scout
- Continuation and expansion of the Green Metropolis, including a trinational
tourist information structure. Also make a link to the mining past
- Via Belgica: Perceptible Roman past
Strategic Choices South Limburg
1.
Hold on to and/or expand the existing great power of SL and the existing strong
themes
The DREAM:
3. A region that engages in top sports and that also showcases top sports,
amongst others by means of events
PROJECTS:
- Develop and expand sports region South Limburg, top sports as well as
recreational sports
- Organise (top) sports events, with particularly a strong link to the power of the
landscape
Strategic Choices South Limburg
2.
Develop strong new themes for the future
The DREAM:
4. South Limburg is the Piemonte of the North and therefore a region with its
own, strong identity (guests and inhabitants eat produce from the land in the
region, flourishing folklore)
PROJECTS
Regional gastronomy with actions like:
- Further expand and promote the regional identity by forging alliances with
agriculture, by selling more regional products in the retail trade and in catering,
through intelligent distribution systems, and similar
- Promote the area in a similar way as Piemonte in Italy does. Possibly
transnational (i.,e., with the Euregio)
- Further development of the theme City-Land-Food within the MaastrichtValkenburg Area Development
- Agro Leisure Park (Central point for processing and distribution of Limburg
regional products)
- Consolidate Euregio with SMAAK
Strategic Choices South Limburg
2.
Develop strong new themes for the future
The DREAM:
5. South Limburg as the Orlando of northwestern Europe with attractions of
international fame
PROJECTS
- (Continued )development Leisure Ring Park City with concomitant 'Red' and
'Green' clusters
- Realise a new, bigger attraction (e.g., Nature Wonder World in Brunssum)
- Park City is expanding into an internationally appealing urban entertainment
zone
Strategic Choices South Limburg
2.
Develop strong new themes for the future
The DREAM:
6. Wellness and reflection at an international scale.
PROJECTS
- Continued development of reflection tourism
- Establish a strong attraction at the spiritual level
- Develop or acquire am international reflection event
- Establish a link between reflection and doing business
- Allow the number of participants in 'Reflection tourism' to grow steadily
- Foster quiet zones and expand silence walks
- Continue to develop care tourism
Strategic Choices South Limburg
2.
Develop strong new themes for the future
The DREAM:
7. South Limburg is the centre of Europe and therefore connected with other
countries, physically as well as in a promotional way. The borders have gone,
through they are a visible icons that serve as image bearers of the region.
PROJECTS
- Turn borders into visible icons, by means of activities at the border as well as
through noticeable physical objects "South Limburg is that region of the three
countries with those many talked-about borders"
- South Limburg as showcase for Europe (also connecting with the theme of
Maastricht Cultural Capital 2018)
- Establish better connections with the surrounding countries, through physical
infrastructure as well as digitally and (tourism) organisationally
- Strongly promote the tripoint location
Strategic Choices South Limburg
3.
Strengthen cooperation with the various product groups with the aim of attaining
new PMCs and of generating a stronger marketing profile.
The DREAM:
8. Fiery culture cities and the place to be, also internationally
- In 2018, Maastricht will be Cultural Capital of Europe
- Allow culture with a capital 'C' to blend more with the leisure economy
- Intensify T/R collaboration with the District of Aachen in order to also profit from
the driving developments there
Strategic Choices South Limburg
4.
Generate new flows of guests without neglecting the existing base
The DREAM:
9. Over a period of 10 to 20 years, South Limburg has gained a guest profile
that has an international character in respect of number nights and day visits.
Especially the number of guests from Germany has risen substantially,
making South Limburg less dependent on the mono demand from the
Netherlands.
PROJECTS:
- Associate themes with events, make them professional, bundle them and
place them more strongly in the market.
- Create or attract events that are internationally more appealing
- Develop Christmas in South Limburg in conjunction with the Euregio
through closer cooperation between organisers and further broadening of the
scope of products that are appealing at the European level
- Penetrate North Rhine-Westphalia to stem the falling mono demand from NL
- Stronger focus of Euregio as residential area and as origin of day guests.
This will also lead to strengthening of the work-life-balance
Strategic Choices South Limburg
4.
Generate new flows of guests without neglecting the existing base
The DREAM:
10. A proud population that cherishes propagates its own (cultural) identity:
Limburgers as enthusiastic ambassadors for their own regions
PROJECTS:
- Involve large international companies and knowledge institutions more in
T/R (also with regard to attracting business congresses)
- Involve inhabitants more in T/R via oriented communications programmes
- Well-known and 'great' Limburgers as proud ambassadors
- Involve important 'broadcasters' about Limburg in the objective
Questions? Discussion…