Council of Europe: Kyiv Initiative Regional Programme Wine Culture Tourism Exchange

SUSTAINABLE WINE CULTURE TOURISM:

TRAINING FOR TRAINERS

Chisinau, Moldova

21-26 March 2012

Training website: http://act-e.org/training/

Training Venue: Hotel Codru, nº 127, 31 August 1989 str., MD-2012 Chisinau Tel.: +373 22 208104 - http://www.codru.md/

Draft Programme Updated 12.03.12

Wednesday 21 March All day Arrival of overseas participants

Evening Informal dinner for participants staying in Hotel Codru

Day 1 – Thursday 22 March Introduction and Welcome Morning Arrival of local participants

09:00 - 09:30 Registration

09:30 - 10:00

Welcome speeches and short introduction Gheorghe Postică, Deputy Minister of Culture Madelena Grossmann, Council of Europe Penelope Denu, European Institute of Cultural Routes

10:00 - 11:00

Introduction to the case study work – models Work in small groups – themes and organisation Jack Delf / Jovo Ateljevic / Carlos Fernandes / Marianna Sigala

2

11:00 - 11:30

Coffee Break

Module 1: Tourism and its Alternative Forms Sustainable Tourism (otherwise known as Alternative Tourism or AT) is generally defined in opposition to ‘mass tourism’ or tourism as consumption. AT assumes a dynamic and balanced relationship between the visitor and the destination context. This module will approach wine routes as Alternative tourism and consider how wine tourism can be developed in a way that guarantee social, economic and ecological sustainability. Facilitators throughout programme: Jelena Mocevic, Natalia Crestenco, Ludmila Noni, Olesea Mihailuc 11:30 - 12:30

Sustainable Tourism Concepts and context, evolution forms and trends Understanding Alternative Tourism What is it? How is it characterised? Organisation and types of AT Economic/cultural models for AT Carlos Fernandes

12:30 - 13:30

Identification and Belonging Creating a thematic destination Public Private Partnerships Jack Delf

13:30 - 15:00 Walking tour of Chisinau and Lunch

15:00 - 16:30

Sustainable Wine Tourism What is a wine route / Cultural Route? Questions and Discussion Carlos Fernandes Jack Delf

16:30 - 17:30

Destination management systems: roles and functionality Web 2.0 tools for destination e-marketing: international best practices – Part One Marianna Sigala

17:30 - 17:45

Coffee Break

17:45 - 19:15

Entrepreneurship and Sustainable Tourism Presentation of three Case studies

Core objectives

Identification of consumer demand

Refining objectives and business strategy

Product Development Jack Delf & Jovo Ateljevic

3

19:15 - 19:45 Division of participants into two groups Tasking the groups/Deliverables from groups by Sunday Jack Delf / Jovo Ateljevic / Marianna Sigala / Carlos Fernandes

20:00 Welcome Dinner (all participants) Capitoles Club - www.capitoles.md str.Banulescu Badoni.45

Day 2 – Friday 23 March Module 2: Developing a Sustainable Tourism Economy Theory and Practice Sustainable Tourism implies small-scale sustainable development and engagement of local populations as developers, managers and beneficiaries of the tourism exchange. This module will consider how alternative economics of this kind of tourism can contribute to the empowerment of regional and local communities. In the context of the new economies of Sustainable Tourism, this module focuses on the way in which local authorities, cultural sectors and populations can organise effective Sustainable Tourism policy, strategy and practice

09:00 - 10:30

Developing a Creative Wine Route Tourism as a creative industry Bottom-up management of tourism experience Case study examination of tourism destinations that have re-branded their image though creative projects Carlos Fernandes Discussion

10:30 – 12:00

Branding and Identity Creative Approaches to development of a tourism route Branding and identity Jack Delf

12:00 – 13:00

Lunch

13:00 – 14:30

Destination management systems: roles and functionality Web 2.0 tools for destination e-marketing: international best practices - Part Two Marianna Sigala

4

14:30 – 15:30

Entrepreneurship and business management Business plans - Part One Jovo Ateljevic

15:30 – 16:00

Coffee Break

16:00 – 18:30 Small group excercises

18:30 20:00

Wine Tasting Dinner (hotel residents only)

Day 3 – Saturday 24 March Technical and Cultural Field Trip Working groups and topics for discussion to determined prior to the visit Morning / Afternoon Cultural and technical field visit to Orheiul Vechi,

Cricova and Milestii Mici Early departure from the hotel for a whole day excursion.

Evening

Return to Chisinau

Day 4 – Sunday 25 March Please note that Eastern European Summer Time (EEST) begins today

09:00 - 10:30

Practical Exercise – Identification and Mapping of services, partners, financing organisations Services development and organisation Marianna Sigala

10:30 - 11:30

Marketing Sourcing market data Market analysis Latest trends, future forecasts Workshop Jack Delf

11:30 – 12: 00

Coffee Break

12:00 - 13:00

Entrepreneurship and business management Business plans – Part Two Jovo Ateljevic

13:00 – 14:00

Lunch

5

14:00 - 16:00

GROUP 1 Developing a Strategic Approach to Destination Identity and Vision Practical Exercises in small groups with trainers; Carlos Fernandes / Marianna Sigala

GROUP 2 Developing a SME business model for Sustainable Tourism – case study development Practical Exercises in small groups with trainers Jovo Ateljevic / Jack Delf

16:00 - 16:30

Coffee Break

16:30 - 18:30

Presentation of case studies developed by Groups Presentation of Destination model developed by Groups Adaptation of case studies and strategies to internet site Marketing and Promoting Partnerships and Financing opportunities Follow Up and Next Steps

18:30 20:00

Wine Tasting Dinner (hotel residents only)

Monday 26 March All day Departure of participants

Please note that timings and excursions are subject to alteration Daily arrangements will be reconfirmed at the end of each meeting session

We wish to thank our sponsors for their kind support in organising this event