Example of destination marketing

The Styrian castle route

"A number of impressive fortifications and castles can be found along this themed route. Many of these architecural masterpieces are open to the public, some of them are still inhabited. Their facades and gardens are a feast for the eyes and alwys wordth a visit." (Source: www.thermenland.at).

The Styrian castle route describes a route connected via different roads and it is more a "tourism destination" then a theme road in common sense. The Styrian castle route is well known amongst tourists visiting the Eastern part of Styria, Austria. On its website www.schloesserstrasse.com you'll find all castles belonging to the brand. Many of these castles offer accommodation or nice restaurants or are home of exhibitions and festivals.

"A good example of how to market cultural heritage. In most cases castles offer wide area of gardens or forrests, have nice parks and lakes. Perfect for relaxation and health tourists", knows Daniel Binder (FH JOANNEUM).

View from the Genusshotel Riegersburg to Castle Riegersburg (Source: http://www.hotel-riegersburg.at).

Fair trade show?

Every year in January, I spend a couple of days in Vienna. Not for my own pleasure, but to work at the fair “Ferienmesse Wien”. I present our holiday destination Attergau as good as I can, distributing pamphlets hoping that I inspire the fair visitor for a stay in the Attergau. Thousands of people are visiting the travel exhibition every year and it is part of our marketing strategy, hypothetical spoken... 

Looking back makes me gonna reconsider: is a fair really the right place to attract new guests for my very lovely destination? Truth is that the travel exhibition is next to Dr. Oetker muffins, wine stations and cooking shows not the main attraction any more. Most of the people are looking out for free give aways and competitions. 

Do not get me wrong: Visitors are interested in our destination and keep asking for further information, but they already used to spend a holiday in our destination, have friends there or they grew up in this place and want to gossip. It is a fact that less than 1% is making their holiday decision due to a fair visit.  So going to a fair is the right medium to keep in touch with your returning guests, but get rid of the illusion of new guests coming to your resort. At least in Vienna.

Petra Gangl

Tourismusverband Attergau

A beautiful landscape is not enough to become a Health and Well-being destination!

WelDest Health and Well-Being in Tourism Destination ask for the components of what makes a region a health and well-being region. Team in 5 countries are working together to answer these questions.

You'll find the whole article here: http://www.spacamp.net/2013/09/was-macht-gesundheitsdestination-aus-weldest/

or at the website of the FH JOANNEUM University of Applied Science: http://www.fh-joanneum.at/gmt

Follow us on Facebook: https://www.facebook.com/weldestproject

Bournemouth

Bournemouth is one of the destinations chosen for the UK’s destination audit and is a large seaside town located on the South Coast of England.  It has seven miles of beach and an exceptionally warm micro climate making it a favourite of U.K. travellers. With its large student population who attend Bournemouth University and the Art College, the town is a refreshing mix of young and old.

Bournemouth – Europe’s first national coastal tourism academy

In 2012 Bournemouth was awarded £2 million over two years from the government's coastal communities fund to create Europe's first national coastal tourism academy.   Funds will also support tourism businesses. The project aims to create 165 jobs over three years in Bournemouth and 2,100 nationwide.

Boscombe Spa Resort

Bournemouth Borough Council’s innovative £13.5 million Boscombe Spa Village regeneration scheme has transformed an economically and socially deprived coastal suburb, re-branding it into a year round 21st century surf lifestyle destination creating a centre-piece attraction as Europe’s first artificial surf reed.  Building on a long established local tradition for surfing and water sports, Europe’s first artificial surf reef extends the traditional beach season into the winter helping to deliver a year round beach attraction and has increased trading for the local tourism industry.   Boscombe Spa was actually the original Spa destination, first established during the reign of Queen Victoria back in 1867.

Surf Reef

Boscombe Spa is officially home to Europe's first artificial Surf Reef which will offer 10-15ft waves for over 150 days each year. Boscombe Pier has been restructured and now offers the perfect observation platform to bath in the sun and watch the surfers enjoy the reef.  Supported by surf shops and surf schools, the reef will attract surfers from around the world to Boscombe Spa and is key in the regeneration of Boscombe Spa Resort.  The Reef has 50 new surf pods replacing old style beach huts, secure locker facilities and new food areas offering a choice of restaurants, cafes and live entertainment. 

On the 27th April, 2013 the college held an applicant day for prospective students where the new Spa Management Programme was showcased.  The programme includes a module on The Spa Concept incorporating elements of both Spa and Medical Tourism.

Management of Destinations

Paul Bamber, Expert in Destination Marketing from University College Birmingham presents models of destination competitiveness.