sport tourism · natura, orient, romantic, beauty&spa. wellness & spa-indoor swimming pools...
TRANSCRIPT
SPORT TOURISM
I FEEL SLOVENIA
UNITUR
Beograd: 530 km 5 h
Ljubljana: 130 km 2 h
Celovec: 130 km 2 h
Graz: 125 km 2 h
Trst: 200 km 2,5 h
Where are we?
Strukture blagovnih znamk Unior Turizma pred prenovo celostne
grafične podobe
Terme Zreče Spa
- 394 meters above sea level
- Sports facilities 500 meters from hotel
- Medical service
Hotel opening 1.10.2011 | Official opening 11.11.2011
New
accommodation
- Hotel Atrij ****S With new hotel we obtained45 new rooms | 5 new seminar rooms| 173 additional seats in restaurant | new wellness center Idila
Idila, wellness & spa
- New 450m2 of wellness facilities -4 worlds for relaxation:
Natura, Orient, romantic, beauty&spa
Wellness & spa
- Indoor swimming pools with thermal
water 28°C – 36°C
- Outdoor swimming pools with thermal
water and wather forest park 25°C
Sauna world
- Finnish, steam, bio and infra red saunas
- panoramic sauna
- sauna programs with peelings
Health care
- HYDROTHERAPY
- KINESITHERAPY
- MECHANOTERAPY
- ELECTROTHERAPY
- THERMOTHERAPY
Rehabilitation program
on the highest level
- Highly qualified medical staff (orthopedist, cardiology,..)
- Modern and up to date equipment
- Fitness
- after surgery rehabilitation
Cuisine and
restaurants
Business center
-Congress
hall 250
seatings
-5 seminar
rooms 50
80 seatings
-Daylight
-Free parking
places
Rogla - winter
- Rogla in summer - Rogla in winter
Accommodation
- Planja Hotel ****
-- Hotel Rogla***
-BGW Rogla 1/2+1, 1/4+2
- Hotel Brinje 1/2+1, 1/3+2
-- Hut Koča na Pesku
- Youth hostel Jelka
Skiing
- 15 km ski slopes
- 100 days of skiing
- Family friendy center
- ski school
- Night skiing
Fun park Rogla
- The biggest fun park in SE Europe
- Several internationa events during
season
- Snow board school
- 1,5 km of atractions, jumps,
boxes, rails
Ski school
Cross county
- Cross country polygon
- Track length: 1,5; 3,75; 5 and 10 km
- From 16. – 18.12.2011 Rogla hosted
2nd Cross country world cup
Fun and Fun
- Animation on ski slopes
- Snow Igloo with apre-ski parties
- discoteque in the hotel
- Animation in the hotel
- Live music in restaurant
- Mini disco for kids
Animation
- Thematic path on children ski lift Uniorček - Interactive atraction
Mountain church
- new church on Rogla, near hotel
Planja
- Organising a concerts
- Holy mass
For athletes
- 1517 meters above sea level- Healthy climate
- Top quality sports infrastructure
- Friendly staff
Football stadium
with natural grass
- Dimension 65 x 105 meters
- Tartan athletics track
- Goals of various dimension
- Only 50 meters away from hotel
- Equipment storage
Football stadium with
artificial grass
- Dimension 44 x 64 meters
- 2x 16m space for training shooting
- 2x mini – pitch for indoor soccer (20 x 40m)
- 100 m from hotel
- EPDM infill (green)
• 2.200 m2 area
Sport hall
in the hotel
- 1x handball court or
- 2x basketball court or
- 3x tennis court or
- 5x badminton
- 1x hall for martial arts
- 2x squash courts
- Dimension 10 x 13 m
- In the sport hall
- Techno gym equipment
- Fitness equipment for sport teams
Fitness
- In the sport hall - 9 meters and 2,6 m high
Artificial climbing wall
Oxygen and nitrogen regulation
possible
Altitude rooms
Wellness center
- Swimming pools
- Saunas
- Massages (sports, Thai, classical)
Outdoor center
-Guided hiking tours
-Guided biking tours
- Rent a bike
- Scott test center
- Skike center
Business center
conference halls
-Congress
hall 250
seatings
-5 seminar
rooms 30 -
70 seatings
-daylight,
-free
parking place
Courses
- golf
-Nordic walking
-Cross country skiing
-Skike
- laughing joga
- Healthy way of life (trip to
the genine Slovene ECO
market)
Youth tourism
• Summer and winter school in nature
• One day trips (skiing, swimming, guided hiking tours, adrenaline ride Zlodejevo…
• Swimming school
• …- Adrenalin ride Zlodejevo
- Riding pony’s
- hiking tours
- Panoramic ride with chairlift Planja
- Nordic Walking
- Sport fishing
Golf court and
vineyards
- Golf court “Zlati gric”
- 9 holes
- 5 km from Zrece
-Carthusian Monastery at Žiče
-Herman Potočnik Nordung museum
-Old town centre Slovenske Konjice
Events
Know how in organizing TOP Sport Events
* World and European championships* World and continental cups* International tournaments and congresses
Damjan Pintar, Sportour 2017
Managing sponsorship in tourist destination
Case study
Damjan Pintar, Sportour 2017
Sponsorship important marketing tool –strategic decision for company
• PETRA MAJDIČ – Olympic and WC medalist
• MATEVŽ PETEK – World champion
• ROK MARGUČ – World champion
• TIM KEVIN RAVNJAK – YOG Insbruck medalist
Damjan Pintar, Sportour 2017
Some fact abut sponsorship• Long term contract - 4 years• Consists of financial part and services• Athlete opened company and sponsorship went thru the
company– In 2009 letter of intent about cooperation after
the carrier was signed
Damjan Pintar, Sportour 2017
Goals and strategyGoals of the company - Sponsor• Increase of awareness of company / products brand with use
of the athlete and its communication power• Use of natural potential of resort Rogla and positioned it
internationally as cross country and high altitude resort and resort of active holidays
• Attract international sports events (European and World cups ) to position product/resort with the assistance in media
• In co-operation with local community apply for EU founds and develop modern sports infrastructure
Damjan Pintar, Sportour 2017
Why female athlete Petra ?Petra was:• Communicative and believes in product/brand Rogla• Her behaviour is natural and act as first class ambassador• With her informal influence opens the door • In spite of hard training a lot of travel and busy
computational schedule always finds a time for the needs of the company (PR, activities, programs)
• As top athlete and popularity is natural and communicate all the stakeholders very sympathetically. Employees likes her
• She was nice but very demanding partner when negotiation and generator of ideas
Damjan Pintar, Sportour 2017
Activities of sponsor
Strategic part• Development of world training resort and resort for active holidays• Development of cross country, snow boarding and other winter
activities that are not developed in other resorts at that time• Activation of new target group of consumers• Approach to the new international markets• Development of cross country facilities, renovation of the snow
making system and development of whole year sports infrastructure which will prolong the season
• To organize sports recreational event European and Worldlopet• To attract large number of top athletes and teams to the training
camps on Rogla
Damjan Pintar, Sportour 2017
Operational activities of SponsorUse of the athlete image:• Printed materials (catalogues, pricelists , folders, leaflets)• Invitations (events, press conferences)• Images (sports facilities, offers for athletes and active tourists, nature• PR activities (statements, press conferences)• Markings (resort markings)• Events(at the period she was available during training process in resort/
she was in the country)• Assocciation with partners• Advertising / printed media, giant banners, web, events…)• Organizing TOP international events
Damjan Pintar, Sportour 2017
Positive effects For athlete:
• Relative financial security
• Optimal conditions for training
• Use of high altitude rooms for training and relaxation
• Relaxation and rehabilitation under the team of Unitur doctors and specialists
Damjan Pintar, Sportour 2017
For Company:
• Increase of awareness nationally and internationally
• Increase of the guests and visitors on Rogla connected with Petra s success and popularity of cross country
• Successful candidature for EU founds and building of cross country and training complex
• Organisation of international events in the resort at other fields and disciplines ( snow boarding, IPC, beach volleyball, taekwondo) and transfer of knowledge abroad
Positive effects
Damjan Pintar, Sportour 2017
Media appearance in comparison to otheractivities
Damjan Pintar, Sportour 2017
Value of media appearance in Eur
pojavnost Unituja in Petre Majdič pojavnost Uniturja
761 881
59 074
Ocena medijskega prostora (v evrih)
Damjan Pintar, Sportour 2017
Appearance of brand Unitur in comparison of another company „trusted brand“
Ugledno slovensko podjetje
Unitur
80%
4%
20%
96%
Pojavnost blagovne znamke UNITUR
pojavnost blagovne znamke pojavnost kot pravna oseba
* Criteria - European Brand Institute this company is listed to the top of Slovenian brands
Damjan Pintar, Sportour 2017
I FEEL SLOVENIA
Sport and tourism shaking hands – Slovenian case
Where the Alps meet the Mediterranean,
the Karst and the Pannonian Plain
SloveniaZagreb
Vienna
Venice
Munich
• Central Europeanposition with ideal natural resources fortraining and active holidays ( 3 climatic types) - NATURE
• High level of sportdevelopment - KNOW HOW ( HR)
• Relatively goodinfrastructure in LC and TR - INFRASTRUCTURE
• Range of services in sports SCIENCE
• Relativly easy accessible (EU, SMALL DISTANCES)
• Capable organizers and good hosts TRADITION
• Standardized Olympic and national trainingcentres
Budapest
Prague
Slovenia in the hearth of Europe.TOP SPORT AND TRINING
DESTINATION??
ACTIVE
3. Some facts from Slovenia
Legal basis for ensuring public funds forinvestments into sport infrastructure in RS
National program (resolution) of Sportin the Republic of Slovenia for 10 years
Law on sport
Annual programme of Sport – APS(the State - national level, municipality– local level).
With public funds is financed:
Newly constructed sport facilities
Modernisation of public sport facilities
Sports equipment
Structure of the public finances to sport
Sport facilities in Slovenia (m²/capita )
Co-financed projects are selected through public call
Public private investments
Majority connected with tourist resorts
International standards for organizing Top sport events
Planning process
Investor – 4 local communitiesExisting track and field stadium will be renewed Project partners
– local communities,– national sport federation– tourist company– institute
New contents: Football infrastructure with limited spectator placesSport hall with fitness centerRehabilitation unitHotel facilities
International Standards for sports infrastructure
Denied permission for building sport facilities if there is no existant polyvalent structure and (all)international standards
Planning of sport activities:for schoolslocal population (evening recreation)
sport tourist programstraining camps & competitions)
Planning process
SUSTAINABLE DEVELOPMENT – Sport Tourist infrastructure
ECOLOGICAL SUSTAINABILITY
Planning of right trail and user for given area
Level of long term impact works within the landscape
PHYSICAL SUSTAINABILITY
Minimize impacts, both natural and user created
Minimize the need for major maintenance
MANAGERIAL SUSTAINABILITY
Ability to create, maintain and manage trails through
internal and external routes
Trail decisions (including closures) based on real time info
SOCIAL SUSTAINABILITY
Create trails that people/ tourists wants
Trails that “make sense”
SUSTAINABLE DEVELOPMENT - Sport Tourist infrastructureCASE STUDY: VALAMAR BIKE CENTER, CROATIA
PROBLEM:
Diversify and target affluent guests / seasonality
SOLUTION:
Development of mountain biking specific
infrastructure and services (trails, skills park,
pumptrack)
Adaptation of accomodation (storage, bike wash, etc.)
Mountain biking events & training camps
RESULTS:
Same year after the the number of guests in the fall
increased for 12%
More active, affleunt guests instead of elderly
population
Canondale, have chosen Rabac as the main location of
their elite world cup racing team and as the venue for
the presentations of new models of their bikes for 2018
SUSTAINABLE DEVELOPMENT - Sport Tourist infrastructure
ASPHALT PUMPTRACKS, CROSS COUNTRY, ROLLER..
A pumptrack is a continuous loop of berms and rollers
that can be ridden without pedalling.
Bringing mountain biking to the users -
implementation in the urban areas
Activate & attract younger population
Attractive for beginners (2 years +) as well as for
experienced riders
Not only for bikers -asphalt pump-tracks are suitable
for all sizes of bikes, skateboards, rollerblades, scooters
and similar.
MISLINJ
A
ROGLA
SKI
RESORT
KOPE
SKI
RESORT
SLOVENJ
GRADEC
VELEN
JE
LJUBLJA
NA
VILLA
CH
G R
A Z
VIEN
A
VITAN
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MARIB
OR
ZAGREB /
CROATIA
CELJ
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Mislinja / Slovenia - THE DOOR TO POHORJE MOUNTIANS sports and tourism synergy
Strategically location of Mislinja in the region
Establishment of new bicycle pathsConnecting Mislinja with the existing sports destinations
New identification of the place as a bicycle friendly destination for professional and families
Planning process – with assistance of faculty for architecture
MUNICIPALITY EXISTING AND NEW SPORTS INFRASTRUCTURE AS POTENTIAL
FOR TOURIST DEVELOPMENT
Activities on the new
Mislinja lake: summer
swiming, winter ice
skating
Fishing in Mislinja river
canyon
Pure natural water springs
Glamping on the shores
the new Mislinja lake
Planning process – with assistance of University knowlidge
New wooden sport hall:
handball, basketball,
football,...
New internal pool suitable
for swimming events
90 m ski jump
new wooden hostel for
cyclists
bmx dirt jump polygon
Why Slovenia?
• Developed training and educational system• Highly developed sport partnership ( importance of sparing
partners) • Developed accommodation and sports infrastructure• Central position in Europe, easily accessible starting point
Damjan Pintar, Sportour 2017
Sports facts
• Slovenia was ranked top-three according to the number of medals won per million inhabitants criterion: Beijing (2008), Vancouver (2010), London (2012), Sochi ( 2014) Olympic Games• The number of the medals won in the international competitionsincreases by 8% annually,• as much as 64% of adult Slovenianstake part in recreational sportsactivities•Sports is part of „Nations culture“
Damjan Pintar, Sportour 2017
Which are expecations of pottential coustomers?
• Easy accessible• Safe• Hi end competent training environment• Good **** star accommodation • Offer which consist of ( basic program, sports related specialities including
nutrition, touch of science in the process)• Program offerings for different stakeholders from sport ( clubs, federations,
individual top athletes)
Damjan Pintar, Sportour 2017
Expecations of pottential clients
• Our potential clients DO NOT expect:
• Catalonia http://sportperformancecentres.org/centres/centre-dalt-rendiment-car-sant-cugat
• Turkey http://www.gloriasportsarena.com.tr/Mainpage
• USA http://www.visitcos.com/things-to-do/history-and-heritage/landmarks/us-olympic-training-center-colorado-springs/
• Qatar http://www.aspire.qa/
• EXPECT:
• http://sportperformancecentres.org/centres/centre-dalt-rendiment-car-sant-cugat
• Solid training conditions with good standard of infrastructure
• Appropriate environment for training and rest of athletes including climate conditions
• Getting possibility to meat and compete Slovenian or international high level athletes & teams
• Use Slovenia as starting point for Europe sports training or competition
• Profit from the knowhow which Slovenian sport & science could offer
Damjan Pintar, Sportour 2017
Products
1. Athletes training camps
2. Education and qualificationprograms for coaches
3. Slovenian experts for specific sports field
4. Specialized congresses
Damjan Pintar, Sportour 2017
Mediterranean Slovenia
* All year around training destination * Water sports* Individual and team sports
Damjan Pintar, Sportour 2017
Continental Slovenia* Specialized training destination * Winter individual and team sports* Olympic and non-Olympic Individual and team sports
Damjan Pintar, Sportour 2017
Alpine and Mountain Slovenia
* Team sports and facilities* Special training programs for individuals and teams* Four season programs for winter sports
Damjan Pintar, Sportour 2017
Thermal&Spa Slovenia
* Team sports and facilities* Sports rehabilitation specialized programs* Facilities and knowhow for impaired persons
Damjan Pintar, Sportour 2017
Science and Sport
• In sports diagnostics center Slovenia can assure services in:
• Laboratory of kinesiology, Laboratory of biodynamics, Laboratory of psycho diagnostics,Laboratory of biomechanics, Laboratory of physiology, Laboratory formomentum behavior, Laboratory formotion control, Laboratory for physical and motor development diagnosis, Laboratory for sports medical diagnosis and nutrition
Damjan Pintar, Sportour 2017
Medicine and Sport
• High-end medical diagnostics
• Experienced specialists in sports medicine orthoepy and other fields
• Modern and developed rehabilitation programs in selected Slovenian spas
Damjan Pintar, Sportour 2017
Train in Slovenia and
Feel SLOVENIA
Damjan Pintar, Sportour 2017
1. Introduction into Sport Tourism –some facts
Defining sports and tourism
• In 1992, the Council of Europe defined sports as ‘all forms of physicalactivity which…aims at improving physical fitness and mental well-beingforming social relationships, or obtaining results in competition at alllevels’.
• Sport and Tourism are experience-oriented activities which people engagein to satisfy their needs.
• Sport is moving from being a highly organised form of exercise to one thatis adapting to the different behaviours that are normally associated toleisure time activities.
• 2001 Barcelona– FIRST CONGRESS SPORT TOURISM IOC/ WTO
How Sports Tourism developed
• Tourism in the earlier years was more skewedto the idea of rest and relaxation.
• Nowadays people are more conscious abouttheir health and quality of life.
• This proved to be an opportunity for tourismdestinations to include physical and sportingactivities in the supply of tourism products,either as principal activities or as an addedvalue.
Elements needed for Sports Tourism
• Human resources
• Sport tourist Infrastructure and sport facilities
• Land Use
• Energy Use
• ‘Crowding out effect’
Marketing trends• Todays travellers are seeking special
moments/ emotional experiences
• Fast developing IT solutions offer several options for innovations in tourist destinations
• Today is all about mobile
• It is also all about “experience”, “information” and “personalization”
• Known athletes/sport teams as valuable testimonials for tourist destinations
New lifestyle
• Thermal water & seaside destinations are a good combination
• Health consciousness will lead to additional demand for active holidays
• Competitions can motivate people to participate in health-related/fitness activities
• Initiatives regarding medical tourism canhelp to reduce seasonality
Adventure tourism
• Adventure is becoming “softer”
• Adventure tourism offers the chance that the revenue stays in the destination
• Authenticity is achieved by linking tourism to the local culture and local people
• A balanced development taking economicneeds and nature protection intoconsideration is needed
• Unused potential for off season due todifference between „what is expected“ and „what is offered“
Hiking
• Many global trends have a positive effect on hiking tourism
• A younger target group discovers hiking –supported by popular hiking ambassadors
• Iconic products can give boots to similar develop-ments but needs protection
• Positive synergies trough marketing activities of producers of outdoor clothes/items
• Long-haul travel for hiking tourism is mostly connected with cultural tourism activities
Recreation versus Top sports
• Sports tourists can be classified into two main categories:
• Participants
– Recreational
– Competitive
• Spectators
• This classification defines the magnitude and quality of the facilities demanded by the participants.
• Such categorizations are important for any country wishing to diversify its tourism product.
‘Sports Tourism’ in Europe
• According to data published by IPK, The European Outbound Sports Tourism Market, which comprises all trips of one night and over made by Europeans outside their normal country of residence to all destinations worldwide, during which athletic activities predominate accounts for a total of 7 million trips per annum, 2% of total European Outbound Travel.
Sport tourism• Enable structured cooperation between
tourism and sport authorities
• Sport events need to be linked to the permanent offer and requires appropriate funding
• Sport events often grow slow starting with an idea of enthusiasts
• New innovative sport events can inspire people to visit a certain destination
• Mega sport events have their positive and negative sides
Sports Tourism - benefits• Diminish over-dependence on tour operator
business
• Diversify tourism offer
• Alleviate seasonality issue by attracting sports tourists in the off-peak months
• Economic benefits: Expenditure and Employment
• Exploit destinations’ natural,
physical and human resources
e.g. sea (diving, water sports),
mountains (skiing)
• International recognition
Challanges for the development of Sports Tourism
• Strategic Approach to sports tourism development
• Coordination and communication and national/state/regional levels
• Research
• Sustainable approach to facility development
• Funding
• Education and Training
DEVELOPMENT AND PRODUCTSOF SPORT TOURISM
Sport products in tourism
• SPORTS RECREATION
• PROPHILACTIC / PREVENTIVE PROGRAMS WITH INCLUSION OF SPORTS
• REHABILITATION WITH SPORTS PROGRAMS
• TRAINING CAMPS AND SPORTS IN TOURIST DESTINATIONS
• SPORTS EVENTS AND TOURIST DESTINATIONS
Sports recreation in tourist destinations
Types of consumers Sports as primary goal for holidaysSports as a part of holidays
For whom: Children Families Active couplesSeniors Impaired persons
Must: Sport facilitiesInstructors and coaches ( organized courses and sport schools)
Prophylactic programs in tourist destinations
For whom: Adults Employees of companiesManagers
Must: Appropriate medical and sport facilitiesSpecialists ( doctors, individual coaches, physiotherapists)
Rehabilitation with sports programs in tourist destinations
For whom: Injured individuals after surgery or illnessAthletes
Must: Appropriate medical and rehabilitation facilitiesAdjusted sport facilities Specialists (doctors, individual coaches, physiotherapists)
Training camps for athletes and sport teams
For whom: Smaller clubs and associationsProfessional clubsNational teams Individual athletes
Must: International standard facilitiesSparing - partnershipOrganization of competitions -tournaments
Sports competitions in tourist resorts
For whom:Athletes and teams
Must: International standard sport and accommodation facilities with previous experiences depending on the level of competition Easy logisticsCapable of organizing teamsCooperation with NF – IF and governmental support
Thank you and welcome to the world of Sportour