stockholm, sweden
TRANSCRIPT
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.