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Cross-border tour packages for the Polish tourists
Maciej Zborowski
Stena Line
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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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