Košice on the Tourism Map

„Where Vision Meets Reality“Establishment of 1st City DMO in Slovakia

Ing. Iveta Niňajová, PhD. KOŠICE – Turizmus Project ManagerDestination Management Conference, Košice, 3rd June , 2010

City Development Plan

City Development Plan Defined activity: „In close cooperation with business sector to create a tourism cluster responsible for destination management in the City to support cultural tourism and European Capital of Culture for 2013“

Strategic decision of the Mayor and Top Management of the City:• to outsource marketing towards visitors and tourism development activities to a specialized organisation

= the destination marketing and tourism development centre = the official City Tourism authority

Application of Clustering Principles

Cluster is and „business driven association“ suported by local Public Body (City) and universities (research centres) = a public private partnership

Added Value from the partnership are new business oportunities generated by cooperation in line with „win - win“ principle or „the same benefit for all partners“ principle.

Partners decide what common problem to focus on – in the tourism field it is mostly destination marketing that supports tourism service providers in the City

Benefits from the Partnership: •Public Body as an „bed tax“ collector – ensures „bed tax“ return back to the tourism sector to support tourism business environment• Tourism Service Providers – pay a membership fee and utilize synergies of centralized marketing and tourism development projects• universities – support cluster with data and knowledge

Process of Tourism Cluster establishment:• mapping of key partners from business sector (January 2010)• international seminar „Find Košice“ (Košice, Bratislava)• 1st official meeting with key partners – invitation by Mayor of Košice• discussions in groups by „divisions“ - Articles of Association, membership fee• 2nd official meeting – agreement about the changes in Articles of Association• decision about the membership in City Council (27th of April) • workshops: Key markets for Košice in 2010 – 2011

Key products of Košice in 2010 - 2011• First General Assembly on 1st of June • registration process• selection process – 2 employees

Legislation – Tourism Act - March 2010

Budget for 2010 (90.000 EUR)Marketing Plan for 2010

Process of Tourism Cluster Creation

Division No. of members

Companies

1. Mesto Košice 12. Košice 2013, n.o. 13. Hotels 8 Double Tree by Hilton 4*, Yasmin 4*, Bristol 4*, Bankov 4*,

Golden Royal 4*, Maratón 4*, Ambassador 4*, Múza 3*

4. Restaurants 6 Villa Regia, Camelot, Le Colonial, 12 Apoštolov, Piano Café, Med Malina

5. Attractions and Events 3 Botanická záhrada, Zologická záhrada, Východoslovenské múzeum, ADS ballooning, s.r.o. (Balónová fiesta)

6. Travel Agencies 3 Kolumbus Travel Agency, TOP Katalóg s.r.o., Pangea, s.r.o - MIC Košice

7. Transport 2 Letisko Košice, Dopravný podnik Mesta Košice

8. Business sector

9. City Guides 3 Szentirmaiová Marta, Milan Alexy, Viola Vařeková

27

9 members of Board of Directors

Private Public Partnership

Official Information Service www.visitkosice.eu

WHERE WE START?COMPARATIVE advantages of Košice

1.location in Carpathian Region (Budapest – Kosice – Crakow)2.multi-cultural character of the City3.2nd larges City – potential to grow and attract investments 4.World Ice Hockey Championships in May 20115.European Capital of Culture in 20136.real city atmosphere7.open and friendly people 8.„creativity on the air“9.landscape pattern of Košice surroundings10.city of young people (baby boom in 70’s, universities)11.„Košický zlatý poklad“

What could be our vision?By 2014 fully utilize location, creative potential and unique city atmosphere of Košice to become a destination recognized on the European tourism map.

BRATISLAVA - Capital KOŠICE – 2nd CityLocation Wien , Brno, Ostrava Budapest, Crakow

Number of Visitors 700.000 (79% foreigners) 142.000 (41% foreigners)

Number of Bed Stays 1.350.000 280.000

Country of Origin (visitors)

Czech Republic 20,4 %, Germany 11,5 %, Poland 7,5 %, Italy 6,9 %, Great Britain 6,3 %, Austria 5,2 %, France 4,1 % , Spain2,9 %

Czech RepublicPolandHungaryGermanyAustria, USA

Marketing Communication

Improved in line with city marketing principles

starting point

Visitor’s Servicein line with the marketing brand

guided city tours as an offcial City Product

middle level

guided tours

Event Management Korunovacne hradne slavnosti (Castle Festival)Christmas Market

Dni Mesta Košice (City Days)

Membership in Associations

European Cities Marketing ECMUnion of Capitals of the European UnionUnion UCUEEurocitiesStars of Central Europe

EurocitiesECoC NetworkLes RencontresICLEI

WHERE WE ARE......?

1. Strategic Brand Management • Logomanual and designmanual• Image campaings starting in May 2011

2. E – marketing• web page www.visitkosice.eu• newsletters

3. Fairs and presentations • Key markets: Slovakia, Hungary, Poland, Czech Republic• Second markets: Austria, Italy, Germany• Press trips• B2B trips and presentations

4. Visitor’s Service• redesign of information centre to visitor’s centre• City Navigation and Information System• City Card• Central Reservation System

Marketing Plan for 2010 - 2011

5. Event Management• development and support of 4 key events for tourists

6. Public Relations and Public Affairs• Media Service• Activities among citizens to understand tourists behaviour

7. Košice Convention Bureau• Slovak Convention Bureau membership

8. Product Management• Design of 4 tourism products – guided tours, thematic packages• Focus on city breaks

Marketing Plan for 2010 - 2011

• Selection process of 2 employees , Official Office • Take over of City Information Centre

• Official logo and design manual selection• Official information brochure

• Creation of official web page www.visitkosice.eu • Facebook presence

• Strategic partnership with Slovak Railways and Slovak National Tourist Board (SACR)

• Preparation of „Košice Food Festival“ (September) + „Christmas Market“ (December)• Participation on Košice 2013 (NGO) event „Nuit Blanche“ during the City Marathon in

October 2010 – in cooperation with Marseille – French Cuisine presentation

• Cross Marketing Campaigns with Organizing Committee of Ice Hockey Championships

• in cooperation with National Tourist Board - fairs, B2B presentations, press trips

First Steps

Thank you for your attention