Cross-border tour packages for the Polish tourists

Maciej Zborowski

Stena Line

Gdynia-Karlskrona line

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Gdynia-Karlskrona line

• 2 sister ships: Stena Spirit & Stena Vision

• 1700 beds each

• 12 departures a week

• Crossing time: 10,5-12 hours

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Foot passenger transport between Poland and Sweden• 2011: for the first time the overall value exceeded 1 million

passengers

• Overall growth of 15,4%

• Stena Line transported 434 927 passengers = 41%

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Approach of Stena Line

• Prejudices about Sweden

• No natural need to travel northwards for tourist purposes

• Tourist traffic must be created

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Created tourism offer

• „Sweden in one day”

• 36-h cruise

• Two nights onboard, one day ashore

• During the low season offered on Thursdays, Fridays and Sundays

(not Saturdays)

• During the high season offered everyday

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Created tourism offer

• Additional guided bus tours for 36 h cruise:

• 3-h Karlskrona guided tour

• Kalmar & Öland

• Elks & the Kingdom of Glass

• Vikings´archipelago

• Kristianstad and the Green Scania

• Around the Hanö Bay

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Created tourism offer

• Additional guided bus tours for 36 h cruise :

• Sweden for kids

• Ronneby & Volvo

• Culinary Sweden

• Happy Sweden

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Created tourism offer

• „Short leave in Sweden”

• Two nights onboard, one/two/three nights ashore

• During the low season offered on Thursdays, Fridays, Saturdays and

Sundays

• During the high season offered everyday

• Occasionally – resident guide

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Created tourism offer

• Longer guided tours:

• Pippi´s land

• Copenhagen, Malmö & Lund

• Gotland & Öland

• Stockholm

• Legoland & Givskud Safari

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Information for the individual cruisepassengers• Stena Line website & partner websites

• Visit Blekinge

• Zielona Skania

• Stenariusz Podróży

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Information for the individual cruisepassengers• Stena Line brochures & partner brochures (travel agencies,

terminals and ships)

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Information for the individual cruisepassengers• Personnel ashore and onboard

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Potential weaknesses and threats

• Lack of information

• Adjusting bus timetables to ferry timetables

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Potential strenghts and opportunities

• Scandinavia is unknown and exotic (!)

• Lot of time onboard

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