The Baltic Sea - neither western nor eastern

Estonia is the only country in the world that calls the sea the 'Western Sea' (Läänemeri). Forthe Finns it is the 'Eastern Sea' (Itämeri); for Swedes, Danes and Germans it is Ostsee; for Latvians, Lithuanians and Poles, and for the rest of the world, it is known as the Baltic Sea. Once Europe's leader, now the laggard - the Baltic Region has gone through extremes during the last three years. The region that has enormously benefited from the EU membership, both in terms of trade as well as investment flow, has been wrong-footed as the global crisis fully struck in the second half of 2008. Already sliding into recession following several years of neck-breaking growth, the global crisis has severely aggravated the landing of the Baltic tigers in 2008 and 2009. In terms of tourism, Europe in general is a very stable tourist destination compared to other large regions in the world, reveal the Commission's analyses of the European tourism sector. However, 2009 saw the worst economic recession since 1930 and, although in some parts of Europe and the world started to register growth in the second quarter, it remains fragile. So was the year for the travel and tourism industry. According to Tourism Economics forecast for 2010 no strong rebound is expected. Nevertheless, the WTO experts prognosticate a positive outcome for the BSR when it comes to tourism development against other European regions.The'Baltic Europe'is treading the path to become the most popular transnational destination area in the world. The economic recession in 2008-2009 has been strongly associated with an overall European fashion to take holidays at home or in neighbouring countries. Surprisingly people have not been travelling less often and less far, but they have been spending less, "taking shorter trips and trading down", we read in the report. They have been searching the Internet for discounts or making last-minute reservations. Even local travel has been curtailed.

lt's not just the historical sights...

Here in the Baltic Sea Region, the past intertwines with the present. Fascinating history of cities, teeming with life and offering a whole archipelago of tourist attractions, await for visitors. And more than other economic sectors, tourism has the particular potential to be an integrating factor around the Baltic Sea, practically fostering direct contacts between inhabitants. But what do we associate the BSR with? Is it a popular tourist destination area? Corporate figures show that this is not really satisfactory. So, can we change this? How? We are destined for a seemingly Herculean tasks. Despite numerous promotional campaign, joint initiatives and policies, it seems the potential of the BSR as a tourist destination area has not been fully and satisfactorily exploited. For those who live on the Baltic Sea, it is a unique and an attractive place to visit. However, the region seems to lack a visible and recognizable brand. The region drags behind with its often insufficient or obsolete infrastructure, losing the competition battle. There is a great need for infusion of investment projects and effective marketing highlighting the diversity of cultures and sustainability that would distinguish the Region in Europe. Attempts taken so far have been futile. Not to mention efforts taken by the Baltic Development Forum, which in Helsinki in 2006 set up an international branding team led by Simon Anhalt, a prominent expert on place branding. His team so far have not come up with the concept satisfactory for all stakeholders. Not as long as 20 years ago the entire BSR engaged in discussions on sustainable tourism development, cooperation and coordination of activities. A major role in developing sustainable tourism was played by CBSS on whose initiative governments of the Baltic countries under Baltic 21 programme had approved tourism sector as one of major priorities of sustainable development. The Iron Curtain dividing Europe at that time made common activities almost impossible. Today, the EU Strategy for the BSR and the Action Plan offer new opportunities to the region, especially in the field of tourism. The task tourism, coordinated by Mecklenburg VorPommern, is integrated in item 12 of the Action Plan, with its priority'to maintain and reinforce attractiveness of the Baltic Sea'. In this context, the BSR Programme 2007-2013 is an excellent instrument to support common projects to implement the objectives for territorial cooperation.

Appraising tourism potential for more visibility

The tourism industry usually stands out among major industries in creating new jobs, resisting economic downturns, and providing a major source of jobs, including women and youth. Of particular importance to communities both large and small, is the fact that small businesses dominate the tourist/travel industry. Tourism as a diversification industry has many advantages over the traditional type. Cities are a normal and natural destination for visitors as are scenic outdoor recreation areas. Tourism is growing and probably continues to do so not only because income and leisure time are more plentiful, but because tourism is largely unexploited in the BSR. Tourism is clean and therefore attractive to businessmen and residents alike. However, developing a tourist industry has other, less tangible economic benefits for communities. A very important one is visibility. Many communities suffer (unreasonably) from a bad reputation, due to their geographical location, climate, or perceived attributes. One of the most important is community pride. Visitors, when meeting a proud resident, are likely to be shown more hospitality and have a better time. The visitor will stay longer and spend more money, and will 'spread the word' about 'a great place to visit'. It should be remembered that much of what attracts visitors also attracts industry. New businesses, as ones relocating, seek a popular and pleasant place to do their work as well as profit from a growing tourist trade. Tourism industry has a main problem that is seasonality of tourist traffic. Paradoxically, post-season tourist product together with increasing interest and need for services such as spa and wellness are becoming a chance for Baltic cities' business and administrations. The potential cultural benefits from tourism though less obvious than economic benefits, may be equally significant. A carefully planned, well-organised tourist business can benefit the resident through exposureto a variety of ideas, people, languages, and other cultural traits. It can add to the richness of the resident's experience by stimulating an interest in an area's history through restoration and preservation of historical sights. Travel distances and time are negative factors in the decisions of potential tourism customers, in both domestic and international markets, for several reasons. Many people consider the psychological and physical effort that is required to make a trip or journey. They consider the economic cost of travelling. Consumers want to reduce travel time, either by using more rapid transportation, or by going to nearby places. While travel time and distance are negative factors for potential visitors, the power of an area's tourist attractions may be a counteracting positive factor. Negative time and positive attraction factors determine what potential customers choose to see and where they choose to go. A place that offers a large variety of interesting attractions has more pull at an equal distance compared to a place that offers only one or a few relatively low interest attractions. Another rule of thumb is that a place offering many attractions pull people from a greater distance than a place offering few attractions. Many factors have to be considered in overcoming barriers. Finally, product quality and innovation are important factors to avoid the decline of destinations. But since a tourist usually takes a decision in favour of the destination that offers to meet a bundle of wishes (accommodation, events, activities) the competitiveness of destinations can only be maintained or improved when the respective stakeholders are networking and the adequate public infrastructure is provided.

Branding of the Baltic Sea Region

Promoting the region's image should be an integral part of the EU Strategy for the BSR. Efficient cooperation between state and local government administrations, academics and public sector will surely result in producing an effective marketing strategy.The latter could cover such targets as: allocating foreign investments, increase in trade flows, promoting cultural and scientific initiatives, or developing new tourism offers. As the Strategy is to be implemented on the basis of an Action Plan, its success will depend on the effective implementation of individual actions. Numerous activities aiming at improving the BSR branding have been put forward on the table. Among them are: drawing up an inventory of social and expert research performed in all the BSR states in order to determine a vision of cooperation and communication areas; commissioning a qualitative on-line study among public sector experts using methods applied e.g. by the European Business Test Panel) to define actions that should be initiated as part of territorial branding; identifying limitations and shortcomings of individual concepts for the region's branding (based on the FGI qualitative studies); identifying potential barriers which might appear at the stage of branding promotion (e.g. SWOT analysis); visualizing the brand - (a common logo, slogan, monitoring of the effects through brand image study); developing the campaign theme; organizing mass cultural, social and sport events or festivals that would serve as a catalyst of region's promotional actions; creating a Baltic Sea portal as an interactive communication instrument (to support the existing European Commission information services) to popularize the existing EU initiatives and actions for the benefit of the region. Additionally, routes with new destinations, attractive offers from ferry lines, and a fascinating varied world of new culinary experiences could be put on table. The region's identity could be promoted through its own media channel or books. N.B. A recently published book entitled "Crossing perspectives - Baltic Sea Region", deserves a mention as it is a good example of idea promoting.

And the answer is: culture and heritage based brand

Region branding is a process of creating and implementing in recipients'awareness of a brand the philosophy representing a specific product, idea and in this case here - the region of Europe through the use of a visual message (logo, flag, symbol), a verbal and semantic one (a catchword, slogan, thought), a sound message (a tune, anthem) or their combination in the context unambiguously associated with marketing. Branding of the Baltic Sea Region seems to be of a very complex nature. The region itself is shaped by a great diversity of cultures, languages, traditions, history and levels of the pace and economic development. Its identity has not been identified as a common platform for region branding and communication. Never before there has been any global or political need to create such a platform. On the contrary, those differences have been the reason and ground for many conflicts and disputes among the states of the region. The EU strategy for the region has been based on the region branding concept rooted in common identity. Whether the BSR brand should be created in relation to the European system of values and ideas, which are shared by all the states in the region, in relation to areas bringing together states in the region (here in the scope of material culture those include: architecture or design) or on the basis of the planned priorities of the EU Strategy for the BSR still remains unclear. It seems that the emerging brand should be based on common elements, indicating their shared sources, and not merely common interests. It is also worthwhile considering an option of developing the BSR brand as opposed to the Mediterranean region. Another question to verify is whether the feeling of the BSR's identity exists at all. Does Homo Balticus promoted by the UBC really exist? Culture and heritage are the region's greatest assets and these should lie at the core of the region's brand. It seems the BSR promoting could focus on such positive aspects as: lack of conflicts, competitiveness and attractiveness, positive growth rate and enormous tourism potential. As the Swedish presidency in the EU has done a lot for tourism, a synergy of actions by governments and local governments seems a must. Poland and Denmark in their upcoming presidencies will have to take the lead in continuing activities promoting the BSR.