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News from WP 2Product development

Product development has started. Ater open call two ex-

perts - two experienced proessionals, Merja Hart (The Travel

Experience Ltd., Helsinki) and Klli Eller (Oilinvest O, Tallinn)

- were chosen to create the product together with partner

companies. The cultural tourism products will be available in

the beginning o the year 2011. The kick o meeting on 4.

October in Tallinn dened our themes or urther working:

Theme Modern Lie in Historical Towns will encompass

active experiences in the Old Towns o both Tallinn and

Turku, showcasing the contrasts in both cities, searching

or similarities among the two and oering attractive op-

tions or various target groups.

Tallinn and Turku are bound by the sea and both citiesare greatly infuence by their waterside location theme

Facing the Sea is naturally based on Turku archipelago

& Aura River, Tallinn Bay.

Design & Architecture in Turku & Tallinn. Aimed at lovers

and enthusiasts o art/design/architecture, this track will

eature themed city tours with visits to various creative

places, participation in art workshops etc.

Food culture / Feed Your Soul. This theme places Es-

tonian and Finnish cuisine into spotlight, introducing and

teaching about ood traditions and modern cuisine, re-

gional drinks, locally grown ood. It can also show where

the ood grows: visits to active arms; berry/mushroom

picking in orests and cooking with them; shing trip with

sherman & cooking sh by open re or meal.

The rst products will be ready or presentation at Matka

2011 air and ater that in ITM 2011 Berlin. All partner com-panies are welcome to sell these products.

FIRST RESULTS OF CULTURAL

TOURISM 2011 project available

The implementation o Cultural Tourism 2011 Interreg IV a project is now in ull ow.

First results o the project are already available and many activities are unctioning

with speed.

All the partners: lead partner Turku Touring / City o Turku and partners Turku 2011

Foundation, Tallinn 2011 Foundation and Culture Heritage Department o Tallinn cityare responsible or dierent work packages but they also participate to activities o

other work packages. In this way the crossborder cooperation is working also in practice.

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News from WP 3Servicechain mapping g and Productdevelopment

Service chain mapping - conclusions so ar

Pyry consulting company has conducted main part o

service chain mapping regarding tourist attractions and

cultural events participating Cultural Tourism 2011 project.

The service chain mapping o 2010 was perormed in Tallinn

and Turku between June and August. Since the amount o

cultural events and tourist attractions is numerous, only one

event rom each o the cities and one o the tourist attractions

in both cities were chosen to represent the typical cultural

supply. The consultant team and ocus groups in Tallinn and

Turku evaluated Turku Castle, KUMU, Turku Music Festivals

and Birgitta Festivals. The idea is to point out important

customer service chain actors that might improve the visitor

experience or the coming years.

Based on the service chain evaluation the consultant has

prepared a generally applicable toolbox, which will be used

in a workshop with cultural actors in Tallinn and Turku in

November 2010. The toolbox will assist the actors to better

identiy their service chain processes.

The actors that will need most attention are: advance

inormation; reservation methods (national and international);

guidance to and in the events; visitor saety; the eeling o

experience beore and ater the event. In addition attention

will be paid to cultural tourism packages, regular visitor

marketing and the use o internet & social media. The service

chain mapping samples will be renewed during summer

2011.

News from WP 4Research and mapping

The WP has been responsible o open call or marketing

plan. Ain Hinsberg rom Estonian school o tourism and

tourism management (EHTE) was chosen and the marketing

plan is now ready and available.

Main outcomes o Marketing plan :Sweden and Germany were considered primary markets

within CT2011 and the secondary markets are in Tallinn

Finland and Latvia and in Turku Estonia and Latvia.

The primary target groups are both in Germany and Sweden

WHOPs (Wealthy healthy older people), DINKs (double

income, no kids), AF (Active amilies) and PFP (Pre-amily

proessionals) rom the Greater capital areas. The secondary

target groups both in Tallinn and Turku are Latvian DINKs,

AFs and PFPs, in Tallinn Finnish WHOPs and in Turku

Estonian DINKs and As.

Regarding the marketing activities the key is to do as muchas possible ourselves and distribute ourselves via the

partnerships and intermediaries and to do as little as possible

cost-wise. There are already a number o excellent local,

regional, national and international partnerships and CT2011

job regarding marketing is to join these partnerships.

The main challenge or CT2011 is to insert cultural tourism

issues into the social medias, to insert tourism into the

cultural medias and to insert culture into the tourism

medias and in addition to that or as its main tool to put the

opinion leaders in culture & tourism online, so that CT2011

would establish itsel as a logistic centre and lighthouse o

BSR social medias related to cultural tourism issues.

The activities to be implemented by the project itsel include

CT2011 micro site, virtual magazine, social network and

marketing materials all o this is to be made available or

strategic and tactical partners and media partners.

News from WP 5Innovative marketing

WP 5 Innovative Marketing has been responsible or open

call or the research concerning Innovative booking systems

and benchmarking tour. Ain Hinsberg rom Estonian school

o tourism and tourism management (EHTE) was chosen

and the report is now available.

Main outcomes o research o Innovative booking system

The outcome o the benchmarking activity provides a

report covering key concepts and the benchmarking o 26

destinations being checked according to 25 criteria.

The clear leaders among the checked destinations were

London, Dublin, Berlin, Bergen, Liverpool, Hamburg and

Gothenburg. The most widely used applications at thewebsites providing the innovative approach were search,

slideshow, hotel booking, web-TV/video/photo, social

medias, themes, packages/services and e-newsletter.

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Dynamic packaging as such did not perorm well and was

in the Baltic Sea Region available at Bergen, Hamburg, Oslo

and Gothenburg.

Based on the outcome the recommended benchmarking

destinations were Bergen, Hamburg, Gothenburg, Oslo,

Copenhagen/Malm and Liverpool. The tour or WP 5

members was carried out in October.

Other project activities

Each partner has so ar provided two activity reports to

rst level controller and lead partner has send one progress

report to Joint technical secretariat o Interreg IV A.

A budget change request was provided during the autumn

to Joint technical secretariat. We hope to get approval during

October. Ater that the planned activities are scheduled better

and we hope to be able to hire some technical assistance or

nancial ollow up and or communication.

The project workspace connected to Kulmat.f is open:

www.culturaltourism.com domain is open and it works

as a gate to project management platorm. All partners

will have access to the platorm. There will in uture be all

the project inormation: All meeting minutes and agendas,

researches and other project results, presentations o partner

companies, joint products and e-learning entities. We hope

that the platorm will be in a great help or all project partners

and other interest groups to get inormation about the

implementation o the project.

Some marketing material is also available. They are mainly

or project presentation purposes, but i you are interested to

get a look at them, please contact the project personal.

More detailed inormation about Cultural Tourism 2011 project

Maritta Hiltunen, Cultural Tourism 2011 / Turku Touring , Aurakatu 4, 20100 Turku.

GSM +358 40 168 1955, maritta.hiltunen@turku..

Product development workshops:

18.-19.10. in Tallinn and 25.10. and

27.10. in Turku

20.10.2010 Training seminar How

to use the project workspace

www.culturaltourism2011.com in

Turku

27.10.2010 Joint working group

meeting in Turku

3.11.2010 Presentation of the

results of product development

and information about Service

chain mapping 1. stage results and

conclusions in Helsinki

17.11.2010 Training seminar How

to use the workspace www.cultu-

raltourism2011.com in Tallinn

20.-21.12.2010 Steering group

meeting in Tallinn

Upcoming events: