Ecostrim_Livorno_221019_Michailidou

Alternative tourist strategies to enhance the local sustainable

development of tourism by promoting Mediterranean identity Dr. Alexandra Michailidou

Workshop "@trazione MARE - Crossborder strategies for the innovation of the coastal tourist offer" 22 October 2019, Livorno, Italy

Objectives

• Reduce the concentration of human activities in hotspots (exceeded carrying capacity) through the diversification of the offer • Highlight

the

value

of

MED

tourism

destinations by reinforcing Mediterranean identity • Enhance coordination of actions between

public and private stakeholders to create new business opportunities

Duration: 30 months Budget: 2,3 M€ Partners: Comunidad Valenciana Region: Valencian Institute of Building Foundation Málaga City Council Municipality of Genoa Ca' Foscari University of Venice City of Dubrovnik Larnaca-Famagusta Districts Development Agency Aristotle University of Thessaloniki South Aegean Region Observatory on Tourism in the European Islands

Pilots

Malaga

Mediterranean Identity

Experts from pilot areas defined 7 thematic categories and 68 characteristics of MED identity (https://alter-eco.interreg-med.eu/)

Mediterranean Identity

Mediterranean Identity • 4 different questionnaires filled in during personal interviews • Evaluation of importance and level of threat of the 7 categories and proposals of measures that would preserve/promote the MED identity by 725 residents, 235 tourism professionals, 88 scientific experts • Evaluation of the most important characteristic of MED Identity by 1186 tourists (interested in alternative routes, ways of information about alt. routes, most emblematic attraction of the place of visit, etc.)

Mediterranean Identity

Overall results - Tourists

Pilots - Dubrovnik

Control & management of tourists flows in old city: • Installation of Wi-Fi infrastructure

• Upgrade of existing Dubrovnik Card App (card offering discounts in sightseeing entrance fees, public means of transport, etc.)

• Upgrade of Dubrovnik Visitor APP (predicts the number of visitors in the Old Town on a given day)

• Connection of all IT systems to a common platform

Photo source: www.godubrovnik.com

Pilots - Dubrovnik

Visitors connect to free Wi-Fi, land on Dubrovnik Card App where they have to register themselves Suggestion of alternative routes presented with photos & videos Alternative routes are visible to users when the max carrying capacity is reached (4,000 people at the same time)

Pilots - Valencia

Control & management of tourists flows in city center: • 3 routes, prepared as Guides, invite visitors to (re)discover the city proposed by four residents in each of the 3 neighborhoods • The Guides can be downloaded free of charge at: www.guiasaltereco.com.

• Mobile App geolocating attractive resources in the 3 routes, to promote them improving the visitor’s experience using technology, increasing interaction with gamification and augmented reality techniques • Cabanyal-Canyamelar-El Grau, Benimaclet and Ruzafa-Gran Vía

Photo source: www.visitvalencia.com

Pilots - Valencia

• 1,029 downloads of the App during the promotion campaign from up to

10 different countries • Based on the data obtained, a series of heat maps were prepared to identify the areas most visited by app users based on their interactions with Points of Interest.

• The over one thousand App users

completed a total of 1,640 objectives and collected 396 gifts

Pilots – Genoa (Nervi)

Revitalization of the destination by introducing 5 new tourist products designed by the living lab Guided walking tour from the marina along the promenade, up to the Parks and the Museums with a nature expert for the outdoor tour and an art historian for Raccolte Frugone, Galleria

d’Arte

Wolfsoniana.

Moderna

and

Pilots – Genoa (Nervi) Olfactory walking tour through the Museums (Raccolte Frugone & Galleria d’Arte Moderna) and the Parks, led by an art historian and a perfume expert, for an

unusual discovery of olfactory links between the artworks and the flowers and plants in the Parks

Full immersion in ancient Ligurian crafts and trades traditionally linked to sea-life, listening to stories of fishermen, carpenters, woodcutters and line makers.

The participants learn firsthand how to brine

anchovies, preparing their own small jar, in the picturesque cave in the ancient Collegio Emiliani’s Darsena (dry dock)

Pilots – Genoa (Nervi) Meetings in the Museums and Hotels of Nervi in collaboration with Marsano Agricultural Institute to discover, through tastings and intriguing stories, the taste of Ligurian extra-virgin olive oil, the scents of aromatic herbs, citrus fruits and roses ancient fruit and vegetable varieties

Visitors can experience the thrill of exploring the coast of the Genoese Riviera (where diving sports were first born) by kayaking, snorkelling or diving with a breathing apparatus, while discovering Nervi’s prehistoric cliffs, hidden coves, and ancient villas overlooking the sea

Pilots – Genoa (Nervi)

March – August 2018

Pilots – Malaga

• In cooperation with the living lab, the “Discover Malaga” pilot project was created

• Four alternative routes promoting the Mediterranean identity: heritage and local cultural values and their relationship with the Mediterranean Sea  Soho-Ensanche: The arts district

 Malagueta: Majestic Malaga and its port  El Palo and Pedregalejo: seaside neighborhoods  Tabacalera: industrial heritage in innovation

• Available

as

microsites

in

Tourist

Malaga

web

site

(http://www.malagaturismo.com/es/site/descubremalaga/), and as audio guides app

Pilots – Malaga

August – October 2018

Pilots – Malaga

• Big Data Flux Vision - an analytic tool that transforms the records of mapping from mobiles in statistical results about tourism flows

• It develops indicators about the origin, social profile and behaviors of visitors in Malaga • Indicators: • Visitors flow (number visitors) • Curves of presence (numbers visitors/ 30 min) • Duration accumulated of the stay (hours) • Social profile (kind and age)

• Origin of visitors (national and international) • Night presence / Area to spend the night (number of visitors that spend the night in the area)

Project deliverables

Key deliverables at https://alter-eco.interreg-med.eu/ • Online tool for the calculation of tourist carrying capacity of a destination • Deliverable 3.3.1 Testing Report – description of pilots and first results • Interregional Learning Portfolio: alternative best practice measures which

offer transnational education and transfer good practices from the lessons learnt

during

the

www.alterecotips.com

ALTER

ECO

project

implementation

Project deliverables

Key deliverables at https://alter-eco.interreg-med.eu/ • The available measures at the ALTER ECO Interregional learning Portfolio are backed by the Database of Good Practices • Deliverables 3.2.2 &

3.3.2 Methodology

for the definition of

Mediterranean Identity and the evaluation of the importance and level of threat of its characteristics • Deliverables 3.4 Design, Simulation and Model for implementation of Innovative tourism strategies

Thank you for your attention!

Dr. Alexandra Michailidou amicha@meng.auth.gr

Workshop "@trazione MARE - Cross-border strategies for the innovation of the coastal tourist offer" 22 October 2019, Livorno, Italy