Insights from Poland - approach to destination management

Agenda

• Strategical approach in destination management

• Institutional framework for city marketing and destination management

• Tourist traffic in Krakow – statistics

• Top 10 attractions indicated by tourists visiting Krakow

• Selected case studies

National marketing strategy for tourism 2012 - 2020

• Polish product potential for the foreign tourist markets– Small cities: Sightseeing (as part of a tour)– Medium and big cities:

• Sightseeing (as part of a tour)• Relaxation (longer stay and sightseeing in the city)• VFR, • Business (fairs & congresses, business trips and

incentives),• Shopping.

Krakow - The royal castle of Wawel

Source: http://www.krakow.pl/informacje_praktyczne/31743,artykul,po_polsku.html

Strategy of socio-economic development of Krakow – 3 goals

• Krakow – a family-friendly city, attractive place to live and visit;

• Krakow – a city of competitive and modern economy;

• Krakow – a European metropoly of important science, culture and sports functions.

Tree of values

Creative capital of culture in the 21st cent.

Leader in the euroregion

Innovative city

of science and

technology

Tourism tycoon

Evident business

leader (along with its

metropolitan area)

WAS

WILL BE

City with

the best

walking distance

The only brand

in Poland with a

constant millenium long

city-creation process

National prideAtmosphere, style, tradition

Cultural capital of Poland

Krakow Promotion Strategy 2008-2012

City for

citizens

- City 2.0

Success in tourism

European capital of culture

City of students and artists

Institutional framework in Krakow

• 4th Deputy Mayor for Culture and City Promotion:– City Hall units:

• Culture and National Heritage Department• Sports Department• Information, Tourism and City promotion department

– Non City-Hall units: • Sports Infrastructure Unit• Cracow Festival Office i.a.:

– ICE Krakow Congress Centre and Investments Department (ICE = International Conferencing and Entertainment)

– Film Commission Department– Tourist Information Network Department (8 points)

• .

Examples of research projects – Krakow City Hall

• Monitoring tourist traffic since 2003 (e.g. samples): – 3492 interviews in 2011, – 3378 in 2010, – 3060 in 2009, – 3215 in 2008.

• Monitoring use of transportation and travelling habits of inhabitants

• Krakow Film Commission

Tourists in Krakow - statistics

Total visitors

Polish visitors

Foreign visitors

Source: research of MOT – Malopolska Organizacja Turystyczna, N=3378 (2010), N=3492 (2011)

Selected top attractions indicated by tourists visiting Krakow

Rank in 2010 Rank in 2011 Name of attraction

I I Main Market Square

II II Wawel Royal Castle

III III Kazimierz Jewish District

IV VII Bazylika Mariacka

V IV Sanctuary of the Divine Mercy in Łagiewniki

VI V Sukiennice

VII IX Galeria Krakowska

VIII XI Nowa Huta

IX XIV Fabryka Schindlera (est. VI 2010)

X VIII Bulwary Wiślane

----------- VI Rynek Underground (Main MarketSquare Underground) (est. IX 2010)

XV X Barbakan and St. Florian’s Gate

Source: research of MOT – Malopolska Organizacja Turystyczna, N=3378 (2010), N=3492 (2011)

Case studies

• MICE

• Culture and heritage

• Sports

Source: icekrakow.pl

Congress Centre

• Opening 2014

• 36.000 m² conference space

• Auditorium hosting up to 2100 people

• A must be for development of MICE tourism

Congress Centre

Source: http://www.kopalnia.pl/zwiedzanie/tajemnice-wielickiej-kopalni

Wieliczka salt mine

• 1,2 mln tourists in 2013

• UNESCO World Heritage List (since 1978)

• The oldest Polish entrepreneurship (700 years old)

• Attracting tourists since middle ages

Source: http://www.kopalnia.pl/zwiedzanie/trasa-turystyczna

New museums

• Schindler’s factory (VI 2010)

• Krakow Underground (IX 2010)

Sports arena

• Incoming voleyball world championship

• Concerts and entertainment events

Source: http://bip.krakow.pl/?dok_id=24033

Thank you for you attention!