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Promoting Central Bohemia through Structural Funds – Strategies and Instruments.

2Central Bohemia Region

Is situated in the central part of the Czech Republic and forms a ring around the capital city of Prague

Is one of the biggest regions in the Czech Republic, covering nearly 14% of its territory (11,016 km2)

Has a population of over 1.2 million

Has a very dense transport network

Can be reached from Prague within an hour – easily accesible by bus, train or car

3Central Bohemia Region

Boasts several thousand important historical monuments and UNESCO sites – the town of Kutná Hora and 2 nature reserves

Has about 3,000 km of marked bike trails and paths

4 Financial subsidies from the EU Structural funds (ERDF) through Regional Operational Programme of the Cohesion Region Central Bohemia

Priority Axis 2 – TourismIntervention Area 2.3 – Promotion and Management of Tourist Destinations of Central Bohemia

Supported activities

Initiation and creation of management and co-ordination structures in tourist destinationsCreation and distribution of promotional and information materials and other marketing tools of tourist destinationsPresentation of tourist destinations (e.g. at tourism fairs)Organization of conferences and seminars on tourismOrganization and promotion of regular regional cultural and sporting events which feature a significant impact on tourism development – this can involve creation of new events, renewal of previously existing traditions or expansion of existing events

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Beneficiaries:

Regional authoritiesOrganizations established or founded by regions and municipalitiesMunicipal authoritiesBusinesses meeting the definition of small- and medium-sized enterprises and active in the field of tourism for at least 2 yearsBusinesses meeting the definition of small- and medium-sized enterprises and active in the field of tourism for less than 2 years (only in projects carried out in municipalities with populations of over 2,000 inhabitants)Non-governmental non-profit organizations, interest groups of legal entities, the Economic Chamber of the Czech Republic and its unitsPublic research institutions

Financial amount for programming period 2007-13: € 10,063,509

6 The Royal Procession from Prague to Karlštejn Castle

Is a two day festival inspired by a historical tradition (financed from EU funds in 2008)

Represents the Central Bohemia Region, both in the Czech Republic and abroad, and could become an instantly recognizable symbol of the region

Features a strong theme understandable to both Czech and international visitors, i.e. making the region better known abroad

Has strong potential to become a tradition in the future

Features the character of Charles IV († 1378) - the greatest ruler of Bohemia and Emperor of the Holy Roman Empire - a reference to the 14th centrury - both the Golden Age of Czech history and a very important period in the history of Europe

7 The Royal Procession from Prague to Karlštejn Castle

Occurs at Karlštejn Castle, the castle of the Emperor Charles IV – a fortress protecting the Imperial Crown Jewels, symbols of the spiritual values of the Empire and Christian Europe

Theme: procession of Charles IV and his court – return of the Imperial Jewels from Prague to Karlštejn CastleEvent with a „European theme“: the Holy Roman Empire as a union of Central European countries – common history, traditions and culture

Is a reminder of the traditions of the Holy Roman Empire, shared history and positive values

Boosts tourism, both within the Czech Republic and internationallyParticipation of representatives from partner regions (all of them connected to Charles IV)

8 The Royal Procession from Prague to Karlštejn Castle

Royal Procession: intended as the flagship of regional tourism activities, makes the region better known both at home and abroad – advertised but also presented for free in media (an interesting topic written about in all major dailies and regional press)Part of the international project Burgenstrasse (Castle Road project)Part of the regional marketing strategy

Benefits: promoting Central Bohemia as a tourist destination; deepening the knowledge of history and culture of the region; a copy of the Imperial Crown was made to become part of the Karlštejn Castle collection

9Information Center

Outside Central Bohemia territory (19, Husova St.)Central Bohemia doesn’t have a capital: this function is taken on by PragueAdvantage: the number of visitors coming to the capital great potentialInformation Centre in Prague’s city centre located on the main tourist axis, the Royal RoutePossibility to address all visitors to Prague Information offered in 5 languagesCooperation with Prague Information Service

10 Regional Marketing Strategy for the Central Bohemia Region

Boosts both home and international tourism by means of active promotion

Promotional materials for Czech tourists are aimed not only at the population of Central Bohemia and Prague, but also at other regions

Foreign advertisement abroad is aimed at individual tourists as well as groups

Benefits from Prague’s great tourist potential

Offers aimed at special clients, e.g. schools and companies

Financial means for foreign advertisement are very limited strive to use the possibilities offered by the Czech Tourism Agency and the EU funds.

Use EU funds to finance projects aimed at tourism developmentFunds are used for:

promotionprojects related to development of particular localities, sites and tourism services infrastructure

11Regional Marketing Tools and their Use

Tourism fairs: addressing professionals, travel agents and individual clientsabroad - approx. 13 of the largest international tourism fairs in Europe and recently also in Asia

• as part of the Czech Republic exhibition/presentation organised by the Czech Tourism Agency

• as part of exhibition/presentation of a partner region home - international fairs (2)

• smaller exhibitions (approx. 3)• cooperation with businesses active in the tourism industry in our

regionAdvertisement in newspapers and magazines (Czech and international)Magazine Kaleidoscope of Central Bohemia (Czech and English version) distributed in trains, at airports and fairsWebsite dedicated to tourismInformation and Reservation SystemCultural and Public Relations eventsPromotional materials: different types for different clients, various topics, several language versions, maps, bicycling maps

12 Central Bohemia Tourist and Information Service

Addressed the need for more efficient coordination of marketing and promotion of Central Bohemia as a tourist destination; cooperation of micro regions, towns and municipalities in order to increase the amount of funds drawn on the Structural Funds by the whole regionEstablished at the beginning of 2008Is a joint-stock company - a model effective in other EU regions (i.e. Burgundy)Flexible, efficient destination managementHelps the region benefit from EU grants Activities :

information and promotion activitiesadministers the region’s website dedicated to tourismruns the Information and Reservation System runs the Information Centre in Husova St. coordinates marketing activities of various entities in the Czech Republicprepares and sells tourist productsprovides technical and organisational background for the region’s presentation at fairsassists and counsels the preparation of Czech development projects funded by the EU

13 Websitewww.centralbohemia.cz

Financed with the EU funds

Launched in 2007

8 language versions (Czech, English, German, French, Spanish, Russian, Italian and Chinese)

Offers basic information about the region

Offers basic information for investors: regional development, investment opportunities

Dedicated to tourism: tourist information – monuments, cultural events, personalities, towns, nature…

Provides contacts to Information Centres of the region

Features on-line reservations for various types of accomodation (as of now, the database is limited but will be gradually extended)

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Come and join The Royal Procession from Prague to Karlštejn Castle 2009 !June 6th and 7th 2009www.kralovskypruvod.cz