The World Tourism Organisation (WTO) has forecasted that by the year 2020 tourism in the Baltic Sea region will have experienced the greatest growth of all regions of Europe.
So there is also reason for the great expectation on the future potential of tourism in the Baltic States, Russia and Poland. But tourism in a western sense is also very new to these states. The old type of Soviet tourism did not really brought wealth, and it definitely did not foster a good service. So the cities have to orientate in a new direction in order to attract and keep tourists. Marketing is of course important, but much more is needed. The tourists must be given a pleasant experience. Then he will stay longer, maybe return and also forward good impressions to others. This will soon reach the tourism entrepreneurs, attract investments, create demand for different kind of services and ultimately create jobs, which to a great extent will come in small local businesses of all kinds.
When developing tourism, the first question to ask is: What can my city offer to tourists? What are the best assets? What is the potential? This must of course also be compared with what competitors can offer. If the main asset is a great beach, it is still difficult to compete with the Mediterranean in terms of climate and the Danish west- coast in terms of accessibility and activities for tourists from the central parts of Europe. On the other hand, it can be excellent for domestic tourists, which anyway represents about 80 % of the total tourism of many countries in the Baltic
Sea. It can also be attractive for some tourists from neighbouring countries.
What kind of tourists?
About 60 % of the tourists in the Baltic Sea Region are considered cultural tourists in the sense that an important element of cultural attractions is included in the tourism- visit. Only 2- 3 % are pure cultural tourists, who only travel to go to cultural attractions.
Another important group, 18%, is touring tourists, who travel around and visit various attractions and places. This tourism is mostly carried out in an own or rented car. They are very much dependent
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good ferry connections. To develop the ferry and overnight cruising capacity
in the new millennium is a challenge for the tourism industry where cities and ports play an important role.
Other types are different kinds of nature tourism, everything from fishing and birdwatching to various adventure tourism. The Baltic Sea Region has much to offer for nature lovers, but they do not spend as much money on the site as some other categories.
There is a small and decreasing number of "disaster tourists" who like to see examples of environmental disasters or other remains of the old Soviet rule.
Tourists' Demands
The tourists have some basic demands that must be met. They can be expressed in the four words Stay, Eat, Travel and Do. These demands should be fulfilled to suit the individual preferences of different types of tourists. One general rule is to offer a varied supply of accommodation and places to eat, from cheap family living on camping sites and youth hostels with provisions for own cooking, to good quality hotels and nice restaurants.
The perhaps most important factor besides the facilities to Stay, Eat, Travel and Do is general friendliness and consideration, clean environment including clean and functional toilets, nice surroundings inclusive nice parks, flowers and arrangements and other things that makes the tourist feel in a good mood. Safety is also important, and it is well known that the eastern countries still suffer from an unjustified rumour of unsafe environment.
To meet people is a very important aspects in the travel experience which is often forgotten. The City which can arrange in a cosy atmosphere and where tourists meet locals, having a beer and discuss living conditions, taxes, politics and local habits and values will no doubt be a winner in the tourism competition in the next millennium.
Create tourism networks!
It is very advantageous to connect various tourist attractions and sites in networks to increase an attractive supply of interesting experiences. This is specially
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important in the light
that such a great part of the tourists are touring tourists and cultural tourists, covering maybe several countries in one tourist trip. There are no competitors within the Baltic Sea Region, our competitors are found outside our region. Everybody wins on increase cooperation in the tourist sector.
The CCC concept is a winning concept for the Baltic Sea Region. It stands for Cooperation, Competition and Collaboration. First we have to win new tourists to the Baltic Sea Region, then we can start to compete in which part they will spend their holidays.
The cooperation could for example also be creation of special routes with special tourist facilities, like the Amber Road or the Via Baltica. In Germany, the Romatische Strasse, which leads the tourist past picturesque houses, towns and houses, attracts many touring tourists.
An other example is to start cooperation on themes, like "Hanseatic" or "Viking", with special kinds of attractions, for example museums. Another theme could be cities with a special quality of some kind. Trans- border tourists sub- regions are of special interest.
There are some attempts to create such networks in order to promote tourism, and perhaps could the UBC network be utilised better for such creation. The Helsinki initiative of development of the urban qualities for tourism is an incitement for sustainable development of tourism. This is a challenge to start a cooperation process together with spatial planners, cultural and tourism representatives and perhaps using the UBC network in order to fulfil the declaration of Helsinki of making a better use of the special qualities of Cities in order to create tourism development and satisfied visitors.
Juhan Janusson
UBC- EU Coordinator
e-mail: juhan@post11.tele.dk
Arne Ellefors
President
Travel & Trade International
Knopgatan 12, 60385 Norrköping
Tel. +46 11 369943
e- mail: a.ellefors@telia.com
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