Work Package 2 Development and Promotion of Coastal Fishing tourism destinations

WP Leader
PP 1 - County Administrative Board in Stockholm
Contact:  Gustaf Almqvist gustaf.almqvist(a)lansstyrelsen.se
Aim of the WP
The WP aim is to jointly develop strategies and build capacity for the development and promotion of coastal fishing tourism destinations.

The sub-objectives are:

  1. To carry out a destination development process in order to:
    1. understand and create prerequisites for a sustainable destination which is essential to reach export maturity,
    2. develop the destination's strategies to achieve maximum growth and efficiency,
    3. provide the SMEs and coastal municipalities with adequate business and strategic development know-how,
    4. accomplish operational maturity of the destinations, and
    5. develop interaction between actors.
  2. To develop and pilot a new eco-branding concept and web portal for on-line marketing and booking, which is essential to improve performance of the Network of fishing guides representing Coastal fishing tourism destinations.

The aim is to provide model process and training programme (i.e. destination development process) and strategic guidance (e.g. strategic development plans at company, destination and transnational levels), model partnership mechanisms (e.g. clusters and coaches, PPP MoUs), and products (e.g. theme-based high-quality tourism product), market services and ICT solutions (e.g. the eco-branding of the Baltic Sea Region as a coastal fishing tourism destination "BALTIC TROUT").

The WP aims at increasing the ability of clusters and partners to jointly plan measures to be co-financed by European investment programmes. It will support decision making in coastal municipalities.

It aims at enhancing the organisational set-up and ICT solutions that enables pooling of resources for joint marketing and booking services through the joint planning, establishment and piloting of transnational Destination Management Services (DMS).

In addition, the WP aims to enable the coastal regions to benefit from enhanced access to documented learning experiences/demonstration projects and educational products.

Activitiy 2.1 - Destination development process for coastal fishing tourism

Activity leader

PP 3 - Haninge municipality

Contact: Erik Josephsson erik.josephsson(a)haninge.se

Description

The applied approach is based on a 2-year destination development programme. A competent destination development company will be procured by the partnership to pilot the transnational destination development process including providing guidance on strategic planning, preparation of business plans and manuals, and mentorship. The destination development process is divided in modules focusing on different aspects of enhancing capacity-from efficient operational procedures and improved local service packages to long-term development strategies and investment planning. This is the first time a transnational destination development process for coastal fishing tourism is developed and piloted.

The local organisational set up will be strengthened by establishing local clusters and connecting them with each other into a transnational network aiming at developing the BALTIC TROUT concept. The process involves 6 joint planning sessions at local level. During the programme, there will be 3 transnational meetings with representatives of all clusters for peer learning, experience sharing and harmonisation of methods and outputs. In addition, 2 reference group meetings in each country will be arranged, where associated partners are invited to discuss and provide input to the destination development process.

Each destination development process will be implemented through close collaboration among the local target groups. Each cluster will be established and led by a local coach, assigned by the Coastal Municipality. The local coaches will be trained by the destination development consultant.

The long-term sustainability of the local clusters will be ensured by developing public-private –partnerships among the municipalities and e.g. fishing guides in the form of memorandum of understandings for post-project joint actions. This approach is applied to institutionalise the set-up beyond project duration.

The destination development consultant will train and guide the clusters in joint development planning. The FLAGs, fishing guides' associations and coastal municipalities will, through the leadership of the destination development consultant – improve operational procedures and develop coordinated strategies and plans for coastal fishing tourism destinations.

Both, full partners and associated partners, will be directly involved through the local clusters established to work together in the 2-year destination development programme.

Transnational cooperation is needed to create a competitive thematic tourism product, this group of activities will provide the missing transnational peer learning platform and deliver several basin wide learning experiences related to the common goal to exploit the potential of coastal fishing tourism. This activity comprise strategic advice and training services provided to SMEs.

This activity will provide a training programme (i.e. destination development process), strategic guidance (e.g. strategic development plans at company, destination and transnational levels) and model partnership mechanisms (e.g. Clusters and coaches, PPP MoUs).

The key outputs of the process are the strategies and plans for five demonstration sites for the new BALTIC TROUT tourism product, which are planned to be used as planning documents for post-project activities and to attract new financial resources by the local clusters. The strategies will comprise mapping of fishing sites, requirements for infrastructure investments, identified key stakeholders and communication strategy. The development strategies and plans will be subject to peer review within the partnership and each destination will receive feed-back during the 5 transnational meetings. The strategies will comprise:

  • Description of the local preconditions
  • Identification of strengths, weaknesses, opportunities and limitations.
  • Identification of strategic actions, both physical investments and institutional actions
  • Definition of implementation approach – roles and responsibilities of each stakeholder –at local and transnational level
  • Implementation time plan
  • Estimated budget
  • Communication and marketing strategy
  • Monitoring and evaluation framework
  • Creation of a Destination Management Service (further described in A2.4)

Activitiy 2.2 - Prepare destination development educational products

Activity leader

PP 9 - Klaipeda University

Contact: Nerijus Nika nerijus.nika(a)apc.ku.lt

Description

The project centres around five selected destinations, having the prerequisites for pioneering the eco-branding of the "BALTIC TROUT" and becoming frontrunner/"lighthouse" cases as inspiration for follower destinations/coastal municipalities. The potential and methodology for developing competitive and sustainable coastal fishing tourism destinations will be demonstrated and piloted at these sites.

In order to ensure that all outputs resulting from destination development process for coastal fishing tourism, are open-source and widely disseminated on a non-exclusive and non-discriminatory basis to ensure the most transparent and the widest possible access to all interested fishing service providers, tourist boards and coastal municipalities, this activity will develop an educational package.

Towards the end of the project, the contracted destination development consultant will be assigned to present the piloted model process and to compile all the educational products and workshop materials developed throughout the project so that it can be used as an educational product in follower municipalities. The educational package will be in the format of a MASSIVE OPEN ON-LINE COURSE (MOOC). Key lectures and training sessions will be filmed during national destination development workshops and up-loaded together with all the educational products on BALTIC TROUT website. In this way, the model process is made available in the public domain and will become state of art. In this way, no intellectual property rights can afterwards be claimed on any of the project outcomes neither by the project's participants nor other actors outside the project.

The package will also include an evaluation report, based on the periodic evaluation on the various (training) modules completed by the participants. The methodology for the monitoring and evaluation process, including questionnaires to the participants in the local clusters, will be developed by the consultant and approved by the Project Management Group.

The destination development process manual will be disseminated through the WP reference group, the RETROUT face-book group, the BALTIC TROUT website the network of coastal municipalities and the fishing and fisheries associations (including the FLAGs) transferring the manual and evaluation report to their members. In addition, RETROUT will closely cooperate with the CATCH project and associated partners to circulate relevant manual.

This output has a high transnational relevance since the interest for developing coastal fishing tourism is growing and the prevailing gaps and limiting factors for this industry is very similar all around the Baltic Sea.

Massive Open On-line Course (MOOC) on destination development process

In summary, the Baltic Trout MOOC features:

  • First MOOC containing model process for destination development for coastal fishing tourism
  • Case studies from the five demonstration destinations
  • Filmed lectures by the destination development consultant
  • Open to all, no restrictions
  • Participants will be linked to a pan-Baltic peer learning network on coastal fishing tourism
  • It is FREE of charge

Activitiy 2.3 - Development of transnational eco-branding concept

Activity leader

PP 3 - Haninge municipality

Contact: Erik Josephsson erik.josephsson(a)haninge.se

Description

As a pilot, the project will develop and design a joint marketing package for fishing tourism destinations where sea trout is the targeted species. The key tasks involved are setting up organisational structure, establish an ECO-brand, and prepare marketing packages.

Fishing guides need to increase their ability not only to create but also to market attractive packages to new target groups - from the international angling community by offering exclusive all-inclusive packages, - to women, children and "out-door people", by presenting and informing of "extended reasons to go" and accessibility. This group of activities will develop the eco-branding concept for the BSR as a coastal fishing tourism destination tentatively named "BALTIC TROUT" and marketing packages. Anew name will be developed during the marketing strategy workshops (GA2.1).

The project will create an eco- brand, which should serve as a gateway for anglers. The brand will be defined by a number of criteria that participating companies must meet. The criteria should focus on a sustainable trout fishing in the Baltic Sea. These quality criteria will be drawn up during the first period of the project (described in GA 3.2 – Ethical code of conduct).

To increase the credibility of the eco-brand, the development and management of the brand will follow the International standard of Environmental labels and declarations. (ISO 14020 Environmental labels and declarations - General principles, ISO 14024 - Principles and procedures and ISO 14021 - Self-declared environmental claims). After project termination, the label will be managed by the Destination Management Service, or another organisation agreed upon during the implementation phase of the destination development programme. The coastal fishing tourism destination "packages", developed and marketed by the project, will meet environmental considerations, as far as possible.

BEF will coordinate the process to collect, analyse and consolidate inputs and feed-back from the 5 destinations and translate the inputs to a joint eco-branding concept. The national input mainly from the tourist offices and the associations of fishing guides, will be to produce promotional materials in English and local languages. In addition to the WP group meetings, activities 2.3-2.5 will be jointly discussed at one international meeting organised under GA3.2.

All promotional materials will be distributed in tourist offices and web-sites, at trade fairs, and other promotional campaigns.

Transnational relevance is high since the joint implementation of this group of activities will result in enhanced competence of joint marketing.

Eco-branding concept and joint marketing packages.

The produced eco-branding concept and joint marketing packages for "BALTIC TROUT" will mainly be designed for on-line marketing e.g. short films but a limited number of pamphlets and posters will be developed for distribution during the project. The on-line packages will be designed so that they are easy to print by national tourist offices and fishing guides. The common language for the marketing products will be English. National marketing products will also be available in local languages,

Through joint forces at a transitional level, the local small scale entrepreneurs will be able to reach a larger audience, a broader customer group.

Activity 2.4 - Development of joint web portal for transnational marketing and on-line booking services of the coastal fishing tourism destinations, so called Destination Management Services (DMS).

Activity leader

PP 1 - County Administrative Board in Stockholm

Contact: Gustaf Almqvist gustaf.almqvist(a)lansstyrelsen.se

Description

The aim is to develop one joint transnational web portal for international marketing and on-line booking services of the coastal fishing tourism destinations, a so-called Destination Management Services (DMS). Tasks involved are to jointly develop the administrative framework of the DMS, and to establish and bring the DMS into operation.

The project will develop the website www.baltictrout.com (tentative name). The marketing activities in the project will point toward www.baltictrout.com. The page will serve as gateway where anglers will be able to find destinations, companies and packages. The information will be relatively brief, the interested angler will be passed on to various existing websites for the five destinations. The operators today have their own websites and they will be able to share their information on www.baltictrout.com and link to their own pages. Those who do not have their own website will develop one during the project. In parallel, there will be sites with customised content on Facebook, Twitter, Instagram and YouTube.

For online reservations, the customers will be transferred to local websites of the companies or regional tourist boards. The only requirement for access is that the fishing tourism company meets the quality requirements the Eco-brand concept imposes on suppliers / participating companies. To sell and distribute their products and services in the online reservation provides a new opportunity to provide an attractive and accessible way to distribute their products / services.

The project will jointly develop the on-line marketing and booking system. The project will discuss the content and operation of the website and provide training to the suppliers. This will be coordinated by Stockholm County Administrative Board, back to back with the local cluster meetings organised under 2.1. The web site will initially be managed by PP1, but during the destination development process, the responsibility will we transferred to the Destination Management Service that will be formed as part of the process. The best solution will be agreed among the network of destinations, based on the lessons learnt during the project.

The online booking system will allow different suppliers to come together and package trips. The customer pick and choose his/her trip items. The system will be linked to flights and car rentals. The intention is that the angler will be able to find their entire sea trout fishing experience, travel, lodging, fishing licenses, fishing guide, etc. on one web portal.

An external web site developer will be procured and the objective is to early in the project demonstrate a complete "model package", which will be elaborated throughout the whole project period. The goal is that there will be 2-8 export ready all-inclusive fishing packages per destination, in total at least 20. In addition to the WP group meetings, activities 2.3-2.5 will be jointly discussed at one international meeting organised under 3.2.

The aim is to develop one joint transnational web portal for international marketing and on-line booking services of the coastal fishing tourism destinations, a so-called Destination Management Services (DMS). Tasks involved are to jointly develop the administrative framework of the DMS, and to establish and bring the DMS into operation.

The project will develop the website www.baltictrout.com (tentative name). The marketing activities in the project will point toward www.baltictrout.com. The page will serve as gateway where anglers will be able to find destinations, companies and packages. The information will be relatively brief, the interested angler will be passed on to various existing websites for the five destinations. The operators today have their own websites and they will be able to share their information on www.baltictrout.com and link to their own pages. Those who do not have their own website will develop one during the project. In parallel, there will be sites with customised content on Facebook, Twitter, Instagram and YouTube.

For online reservations, the customers will be transferred to local websites of the companies or regional tourist boards. The only requirement for access is that the fishing tourism company meets the quality requirements the Eco-brand concept imposes on suppliers / participating companies. To sell and distribute their products and services in the online reservation provides a new opportunity to provide an attractive and accessible way to distribute their products / services.

The project will jointly develop the on-line marketing and booking system. The project will discuss the content and operation of the website and provide training to the suppliers. This will be coordinated by Stockholm County Administrative Board, back to back with the local cluster meetings organised under 2.1. The web site will initially be managed by PP1, but during the destination development process, the responsibility will we transferred to the Destination Management Service that will be formed as part of the process. The best solution will be agreed among the network of destinations, based on the lessons learnt during the project.

The online booking system will allow different suppliers to come together and package trips. The customer pick and choose his/her trip items. The system will be linked to flights and car rentals. The intention is that the angler will be able to find their entire sea trout fishing experience, travel, lodging, fishing licenses, fishing guide, etc. on one web portal.

An external web site developer will be procured and the objective is to early in the project demonstrate a complete "model package", which will be elaborated throughout the whole project period. The goal is that there will be 2-8 export ready all-inclusive fishing packages per destination, in total at least 20. In addition to the WP group meetings, activities 2.3-2.5 will be jointly discussed at one international meeting organised under 3.2.

Joint web portal for on-line marketing and booking services.

A website, www.baltictrout.com (tentative name) informing about the possibility of sea trout fishing in the Baltic Sea will be up and running early in the project. The website will have links to the suppliers' own websites and the websites of regional tourist boards for on-line booking. The suppliers can install a so-called micro store on their own website, which gives potential customers the opportunity to book the provider's own products / services.

The online booking system can start relatively early; however, some time is required to get a project-specific design. The joint BALTIC TROUT marketing and booking portal will at the completion of the project include a large number of fishing-related products and a number of ready-made sea trout fishing packages.

In summary, the web portal will be a gateway to the companies that are affiliated to the Eco-brand of Baltic Trout Fishing (tentative name). The actual booking is made on the company websites.

Features of the website:

  1. A presentation of the brand and of the different regions that provide trout fishing experiences in the Baltic Sea (at first it will be the 5 pilot sites, but the aim is to have many more to join)
  2. Links to tourism companies within each site (fishing guides, hotels, boat rental, etc.)
  3. A description of the concept of sustainable fishing and ethical code of conduct
  4. Links to tourism boards
  5. Links to the social media sites of the brand
  6. The fishing films produced by the project
  7. Marketing material, e.g. fliers and brochures to download and print to present in tourism information offices, hotel lobbies, etc.

During the project PP1 will be responsible for the web portal. Maintenance, fees and further development of the web portal after the project will be discussed during the destination development workshops and agreed upon by the partakers. The website will be functioning, both content wise and technically for at least 5 years after project closure.

 

Activitiy 2.5 - Piloting through joint launching of 5 demonstration destinations

Activity leader

PP 1 - County Administrative Board in Stockholm

Contact: Henrik C. Andersson henrik.c.andersson(a)lansstyrelsen.se

Description

The aim of this group of activities is to pilot the marketing packages and online booking solution through joint launching of 5 demonstration destinations. The aim is to pilot the eco-branding and marketing packages and initiatives for "Baltic Trout" as well as the online booking services of fishing guides, accommodation etc.

The implementation approach is to jointly launch the five fishing tourism destinations at three (3) sport fishing- and tourist fairs and on-line. The project will take part in sport fishing- and tourist fairs in the Netherlands, France and Italy. The direct cost of the fairs (fee, stands, marketing material, transportation of stands and marketing material and expertise) will be financed by funds from the Swedish Agency for Economic and Regional Growth. Travelling and accommodation as well as staff time will be financed through the partner budgets. One representative from each destination will be participating at the fairs.

At the fairs, the project will invite the press, tour operators, fishing clubs and thus get the message out about the project and trout fishing in the Baltic Sea.

In addition to the sport fishing- and tourist fairs, there will be a large amount of parallel marketing activities, especially using social media. Anglers are very active in social media, which makes it possible in simple and relatively cost-effectively to reach them. Within the participating countries, there are different ways to reach anglers, which must be taken into account that will be taken into account when the project's marketing plan is drawn up.

The success of the BALTIC TROUT eco-branding concept, marketing packages and the joint online booking services will be evaluated through the number of visitors at the joint web- site and number of actual bookings done in the on-line system. The online booking system will be started early in the project and quickly provide statistics and lessons learnt of its functionality. The information collected will provide answers to what type of products / services and packages is the most attractive and how / where they are marketed. It will be the basis for changing and improving the on-line booking system.

The evaluation report will be disseminated through the WP reference group, the network of coastal municipalities and the fishing and fisheries associations (including the FLAGs) transferring the manual and evaluation report to their members. In addition, RETROUT will closely cooperate with the CATCH project and associated partners to circulate relevant manual.

Evaluation report of marketing and ICT platform

As a result of this exercise the project will be able to deliver an evaluation report of the joint marketing methodology and ICT platform.

The report is intended to provide thematic expertise on joint marketing tools and ICT-solutions. The transnational value lays in the thematic expertise produced and the documented basin-wide learning experience.