Tourism Review Online Magazine - 04/2009 by Tourism Review Digital Network

APRIL, 2009

Dear readers, Welcome to the sunny, flowery, spring, April issue! Turn off your TV and go in the footsteps of your film stars â&#x20AC;&#x201C; literally. Read the Heritage supplement about some of the popular destinations of film lovers and visit Prague, Iowa, Lapland or Bahamas. If you want to get more serious than there is the Active part and the military history sites. Have you ever heard about the South African soldiers fighting in the WWII? Or about the largest military museum in western U.S.? Or even Viet Cong tunnels? Hotel chains and their marketing strategies and cross-cultural issues are the topic of the Professional part. The Transport supplement on the other hand focuses on a special type of hotels â&#x20AC;&#x201C; the airport hotels. If you wonder what kind of person might venture to stay in one of these facilities come and read. For all those adventure-seekers as usual we offer something special â&#x20AC;&#x201C; this time it is Iran and its position on the global tourism market. Milada Sovadinova Editor

CONTENTS

APRIL, 2009 TRANSPORT

H E R I TAG E Set-jetting – Wanna Be Where the StarS Walk? Lights! Camera! Action! Have you ever wished to see the places where James Bond walked the land? Or what about visiting the beautiful islands from the Pirates of the Caribbean? Set-jetting, or the trend of traveling to destinations that are first seen in movies, is growing in popularity. Let us invite you to Iowa, Prague, Bahamas or even Lapland.

Airport Hotels. Budget or luxury? Ever got stuck in the traffic and missed your flight? An airport hotel might be an answer to such a problem. Leaving the image of uncomfortable, suspicious hotels behind, today’s accommodation providers at airports endeavor to lure the most demanding business and leisure travelers. Get familiar with the many advantages of the airport hotels.

HERITAGE: Set-jetting – Wanna Be Where the Stars Walk?....................................... 4

TRANSPORT: Airport Hotels. Budget or Luxury?.............................. 40

“BRIDGES OF MADISON COUNTY”? IN IOWA....................................................................... 5

THE TRANSITION OF AIRPORT HOTELS............................................................................. 41

FINNISH LAPLAND: SANTA CLAUS, ARCTIC NATURE & SNOW ARE HITS OF THE NORTH.... 7

AVOID RUSHING TO THE AIRPORT..................................................................................... 42

SET-JETTING TO THE ISLANDS OF THE BAHAMAS.............................................................. 9

HOW TO CHOOSE AN AIRPORT HOTEL. ............................................................................. 43

LIGHTS! CAMERA! PRAGUE!................................................................................................. 11

AIRPORT HOTELS: THE BEST & THE WORST. ..................................................................... 44

BAMBURGH CASTLE SCREEN APPEAL................................................................................. 13

AIRPORT HOTELS: ON-SITE LOCATIONS YIELD PREMIUM PERFORMANCE.................... 46

GRAND MOVIES MADE IN GRAND SICILIAN HOTEL. ........................................................ 15 Professional

De st i nat ion

Marketing know-How of Hotel CHains Different cultures, different manners! With the booming expansion of global hotel chains their marketing strategies in the new areas face various peculiarities. Hotels also need to cope effectively with their international presence online. Come and read about the ways hoteliers (should) approach international marketing.

Iran – a Modern PersIa Iran or Persia? Persia or Iran? The land of hostile warriors or the cradle of civilization? Come and read not only about the renowned beauty of the Iranian cultural heritage but also about the latest trends in the local tourism industry. What are the successes? And challenges? Who visits the country anyway?

Professional: Marketing Know-How of Hotel Chains.................................... 17

Destination: Iran – a Modern Persia.................... 48

THE EFFECTIVENESS OF TODAY’S HOTEL MARKETING.................................................... 18

GROWING DEMAND FOR TRIPS TO IRAN?. ........................................................................ 49

BEST WESTERN CENTRAL EUROPE: HOSPITALITY IN THE HEART OF EUROPE.............. 20

THE LAND OF PROUD CIVILIZATION AND INSPIRING ART. ............................................ 52

MANAGING & MARKETING SHERATON’S COMPLEX IN SHANGHAI................................. 23

ESFAHAN: THE FLORENCE OF IRAN. ................................................................................... 54

THOUGHTS ON HOTEL INTERNET MARKETING IN 2009................................................... 25

KISH ISLAND: THE GEM OF THE PERSIAN GULF................................................................ 57 DEVELOPMENT IN TOURISM INDUSTRY NEEDS REVISING. ............................................. 59

Active/Adventure

Fairs & Exhibitions

March, Private! visit the Military sites Most of the world countries (if not all) have experienced over their history some kind of military conflict. No matter how grave it was it surely scarred the memories of many people. Military sites – museums, battle fields, monuments – are popular travel destinations not only of veterans and their families but also of those interested in the history and psychology of humanity. Visit Czech fortifications, South African military museum, Viet Cong tunnels, and much more.

T r av e l / To u r i s m

i n

a P r i l

2 0 0 9

b y

r e g i o n s

Active/Adventure: March, Private! Visit the Military Sites................... 27

Fairs & Exhibitions: Travel/Tourism in APRIL 2009 by regions................................................. 62

MILITARY HISTORY COMES ALIVE IN LOS ANGELES......................................................... 28

Western Europe. ............................................................................................................... 63

LUXEMBOURG: A MOMENT IN TIME................................................................................... 31

CENTRAL Europe................................................................................................................. 64

SOUTH AFRICA: MEMORIAL TO HEROISM & SACRIFICE................................................... 34

Africa/MIDDLE EAST.......................................................................................................... 65

CZECH FORTIFICATIONS OPEN THEIR GATES.................................................................... 36

North America.................................................................................................................. 66

VIET CONG TUNNELS WELCOME TOURISTS....................................................................... 38

Asia & Pacific................................................................................................................... 67

H E R I TAG E Set-jetting â&#x20AC;&#x201C; Wanna Be Where the Stars Walk? Lights! Camera! Action! Have you ever wished to see the places where James Bond walked the land? Or what about visiting the beautiful islands from the Pirates of the Caribbean? Set-jetting, or the trend of traveling to destinations that are first seen in movies, is growing in popularity. Let us invite you to Iowa, Prague, Bahamas or even Lapland.

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

“BRIDGES OF MADISON COUNTY”? IN IOWA rom an iconic baseball field to nostalgic covered bridges, Iowa is fortunate to lay claim to several sites made famous in feature films.

Field of Dreams – Dyersville “Go the Distance” like Kevin Costner and visit this family century farm with a baseball diamond carved into its heart, the original site of movie filming. No organized activities – bring your own baseball equipment and play on this world-famous field. Or walk out of the corn like the ghosts in the movie. State Fair – Des Moines The original novel State Fair was based on Iowa’s annual event. Scenes for the first State Fair movie, released in 1933 and featuring Will Rogers and Janet Gaynor, were filmed on the Iowa State Fairgrounds in Des Moines. Held annually since 1854, the Fair attracts more than one million people during its 11-day run in August. Cold Turkey – Greenfield The bulk of the film, about a tobacco company offering $25 million to a town that could quit smoking for 30 days, was shot in Greenfield. Dick Van Dyke starred and many residents appeared as extras. Terrace Hill in Des Moines, home to Iowa’s governor, was also featured in the movie. The Straight Story – Laurens Alvin Straight (1921-1996) lived quietly until he went on an unusual journey that put him in the spotlight. The Laurens resident took a 240-mile road trip — on a lawn mower. At age 73, Straight wantApr i l, 2009

ed to see his brother Henry in Wisconsin, whom he hadn't spoken to for almost a decade. Much of the movie was shot in Laurens. Visitors can see the Alvin Straight House and sit on the actual lawn mower he drove on his odyssey. Bridges of Madison County – Winterset area Romanticized in Iowan Robert Waller’s novel and brought to life on the silver screen by Clint Eastwood and Meryl Streep in the movie of the same name, the historic covered bridges are scattered across

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the countryside. Maps to the bridges are available from the Winterset Chamber of Commerce office. Fans will also recognize other locations featured in the movie, such as the Northside Café on the town square and the stone bridge. Francesca’s House, which had been abandoned for 35 years before being fully-restored for the movie, was damaged by arson in 2003.

Other locations of interest: Iowa’s ties to movies extend beyond actual film locations. Birthplaces and museums celebrate

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

several famous entertainers who once called Iowa home.

Donna Reed Center for the Performing Arts – Denison This 1914 German opera house is located in the hometown of Academy Award-winning actress Donna Reed. It houses the Donna Reed Heritage Museum, Donna Reed Theatre and Reiney’s Soda Fountain. Exhibits include Reed’s awards and honors, photos of The Donna Reed Show cast, personal and movie memorabilia from her life and scenes from her movies. View recently discovered letters from Donna to her pen pal of 48 years. Admire a miniature model of Bedford Falls, the town from It’s a Wonderful Life. Schedule a guided tour of the theater and enjoy a treat at the restored turn-of-thecentury soda fountain. Apr i l, 2009

Birthplace of John Wayne – Winterset This modest four-room house, built in the 1880s, has been restored to the way it appeared in 1907, the year of John Wayne’s birth. Collection includes rare photographs of the Duke and memorabilia from his movie career. Plans have been developed for construction of an 8,500 square foot John Wayne Learning Center adjacent to the home. This new facility will provide an exciting, interactive experience for the whole family and will develop programs and opportunities to teach the values of citizenship, respect, trustworthiness, responsibility and caring.

Birthstone of Captain James T. Kirk, Riverside View the birthstone of Starfleet Captain James T. Kirk, who, according to the popular TV show Star Trek, will be born in Riverside on March 22, 2233.

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See a scale model of the USS Riverside, which resembles the USS Enterprise, docked in the city park.

Meredith Willson Boyhood Home, Mason City Meredith Willson, the famous band leader and composer of The Music Man, was born in Mason City in 1902. The Music Man Square development re-creates the flavor of River City with a streetscape based on the set designs from the original musical. Music Man Square complements the Meredith Willson Boyhood Home, which is filled with family memorabilia, musical treasures and period furnishings. By Jessica O'Riley http://www.traveliowa.com

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

FINNISH LAPLAND: SANTA CLAUS, ARCTIC NATURE & SNOW ARE HITS OF THE NORTH

The

biggest Finnish film animation "Niko–The Way to the Stars" is a film about a reindeer boy called Niko. Niko believes his father is one of the world famous heroes of the Santa's Flying Forces. Rovaniemi has been part of the movie as a city famous for its reindeer and as a hometown of Santa Claus. Niko the movie, being launched last year and sold to more than 100 countries and has won several prizes internationally, gives all the possibilities to boost tourism to Rovaniemi and Finnish Lapland as a whole. It portrays the most beautiful Lappish scenery, pure nature, shining-white snow and the relationship between the animals represented in the nature. Annual Reindeer City Race in March shows the speed of the best reindeer champions represented,

Apr i l, 2009

and it is to be followed by incentive travellers as well as media gathering to the city square of Rovaniemi. The amazing atmosphere of the happening gives space to the reindeer herding as a way of living and reindeer as a symbol of Lapland, especially Rovaniemi. The logo of Rovaniemi emphasizes the meaning of reindeer husbandry for the city’s most well

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kept secret and a fairytale, the myth on Santa Claus. The Santa Claus Village, situated right at the Arctic Circle in Rovaniemi, has inspired several documentary and travel film-makers to make their versions of the beloved character. Christmas is the theme also for another recent film that has its setting in Finnish Lapland. The Christmas Story is a

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

picturesque fairy tale about Father Christmas – of how Santa became Santa. It is a touching story of a little boy, Nikolas, who loses his family in an accident but finds love and care in the villagers who decide to look after him together. Once a year – at Christmas – Nikolas moves to a new home. To show his gratitude, Nikolas decides to make toys for the children of the families as good-bye presents. Over the years, Nikolas' former adoptive families become many, and soon almost every house in the village has presents at their doorstep on Christmas morning. At the age Apr i l, 2009

of thirteen Nikolas is sent to live and work with Iisakki, a grumpy old carpenter, who forbids Nikolas to continue making presents for Christmas. Gradually, however, Nikolas and Iisakki become friends and together they begin to look after the Christmas tradition that Nikolas has started. When the aged Iisakki has to leave Nikolas and move away, the tradition of Christmas presents is once again at risk. Thankfully, Nikolas comes up with a solution that brings children joy every Christmas, even continuing today. The sceneries of the film attract tens of thousands of national and international tourists to

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Finnish Lapland to come and visit the home land of Santa and to experience the magic of the Arctic nature. “Films such as Niko and The Christmas Story are great to Lapland’s tourism industry, and we take pride to offer as authentic experience as possible to guests who come to visit Lapland following the footsteps of the characters seen in those films”, Ms Katja Eteläinen, Marketing and Communications Manager of the City of Rovaniemi, says. “There is great potential in developing more e.g. experiencebased products as well as others that are born from those films”, she continues. The Finnish Lapland Film Commission www. filmlapland.fi was founded last year to attract more film productions to the area. “It has been such a pleasure to see the enthusiasm of the local travel sector as they have come to realize what a great boost film industry can bring to the local economy” says Johanna Karppinen, Project Manager of the Finnish Lapland Film Commission. “Since the beginning of our activity, we have had two international feature films and several documentaries, tv-series and other productions coming to film in the area and prospects for the end of the year look promising. Our setting, the unique outdoor studio that we have here in Lapland is being much appreciated by filmmakers, and the fact that makes our region even more attractive is the strong infra around it. You can fly direct to an arctic landscape virtually in the middle of nowhere but still find high quality accommodation. This is naturally an aspect appreciated by both film-makers and tourists who come to visit the sceneries of the films”, she continues. Photo: Finnish Lapland Film Commission, Visit Rovaniemi http://www.visitrovaniemi.fi

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

SET-JETTING TO THE ISLANDS OF THE BAHAMAS

lacing a destination in a film is the ultimate in tourism product placement, and no destination demonstrates this better recently than the Bahamas It’s the Bond films that really put the Bahamas on the filming map, with now a total of seven Bond’s

Apr i l, 2009

being shot there from the magnificent underwater scenes in Thunderball starring Sean Connery right through to the fast action ‘parkour’ (freerunning) chase sequences of Casino Royale. In fact it is the dive sites that are the most popular film tourism attractions in the Bahamas. Stuart

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Cove, who is a regular stunt diver for the Bond movies, takes 50,000 divers and snorkelers every year to his diving/film location on the south coast of New Providence Island. He says, “Production of film, TV and commercials is a very important part of our business. We emphasize the connection to film and television in all of our marketing material – in the brochures and on the Web site. Divers just love the connection to the James Bond movie sites, and our monthly news releases consistently refer to films and TV programs being made here.” Wreck divers regularly visit the 120-foot freighter that was sunk for the movie Never Say Never Again and the Valkin Bomber airplane from Thunderball. Stuart Cove attempts to keep movie locations and memorabilia to attract more tourists and also to add to the quality and difference of their diving experience. The film, Flipper was based at his site and he manages to keep his dock much as it was in the movie: “We have learned our lesson with the movie sets. The producers destroyed the set for For Your Eyes Only but since then we have tried to negotiate right from the start to keep any sets used in movies.” Photographer, Claudia Pellarini says that 80-90 percent of divers purchase photographs and some spend hundreds of dollars. “Some of the most popular photographs are those of divers in the film sets. For example, they just love their photo taken in the Thunderball set.” Movie producers were attracted to the Bahamas initially for various economic reasons and environmental exigencies. The perfect location and natural beauty of the Islands is a terrific pull – the Bahamas sells itself – and being very close US, less than an hour flight from Miami, for ease of access for filmmakers by air and sea.

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

Fine examples of the crystal clear underwater locations also featured in the treasure heist Into the Blue with Paul Walker and Jessica Alba in 2005. The film After the Sunset starring Pierce Brosnan and Salma Hayek in 2004 produced maximum exposure for the destination, in particular at Atlantis Paradise Island where major scenes were shot in the hotel’s Royal Bridge Suite. You could stay there too for a mere $25,000 a night. Pirates of the Caribbean II and III were two more great additions to the movie portfolio with much of the pirate ship battle scenes featuring The Endeavour and Black Pearl were shot in a specially created ocean tank on Grand Bahama Island while the “treasure” was buried in the fine white sands of the island of Exuma. While shooting the Pirates movies Johnny Depp must have fallen in love with the islands as he now has his very own private island in the Exuma Cays, as do Nicholas Cage and the magician David Copperfield.

Apr i l, 2009

Even those incurable romantics, the Italians, have fallen for the Bahamas with Matrimonio alle Bahamas – translating in English to Bahamas Wedding, filmed in the summer of 2007 in Exuma. Bollywood has hit the Bahamas too – last year Indian producers shot a movie called "Blue", staring popular Indian actor Ashkay Kumar, at various locations around New Providence. It’s great fun recognising locations when watching a movie but even more fun to be there on Bay Street in Nassau, where James Bond ran through the Junkanoo festival crowds, gaze up at the Royal Bridge Suite at Atlantis as you enjoy the water park below … or laze on the beach at

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Hope Town Harbour Lodge in the chairs where the cast of Scrubs waited for their scenes to be shot last year. Photo: The Bahamas Ministry of Tourism By Julie Angove The Bahamas Film Commission website www.bahamasfilm.com features projects recently and currently in production with shots of the sets and movie stars in action and at leisure. To see why the filmmakers keep coming back to the Islands of the Bahamas, visit www.bahamas.co.uk for general information and suggestions of where to stay and what to see and do. http://www.bahamas.co.uk

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

LIGHTS! CAMERA! PRAGUE! small – and convincingly Miami – airport in Casino Royale, but it is. Beyond the walls of the Adidas outlet in the Adria Arcade on the edge of Old Town is a beautiful and bustling courtyard. The benches that line it are full of locals with no particular place to go. The menacing black and red gates are the only hint that the building could be creepy enough to appear in the horror-thriller Hannibal Rising. Locals and tourists alike scurry around the halls of Lucerna Palace under the blue glow of the stained

ights! Camera! Prague!, a new map of the film locations in Prague, is the Czech city’s answer to Los Angeles’s back lot tour. And once you land at the Prague-Ruzyne International airport, it’s already begun. The tarmac your 767 bounces onto is the same surface James Bond and Carlos skid across, fighting for control of a fuel truck. Inside, it’s hard to imagine Bond chasing Carlos through the

Apr i l, 2009

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glass window. Balls and concerts are still held in the Palace’s ballroom, where the key scenes of an academy award-winning La Vie En Rose were filmed. Aside from the ballroom and the cinema settings, Lucerna is worth visiting just to see David Cerny’s reply to the famous equestrian statue in Wenceslas Square: a hanging statue of the king sitting on the belly of a dead, upside-down horse with its tongue hanging out. After his team is killed in Mission: Impossible, Tom Cruise flees into the “you can’t miss it” bright yellow Hotel Evropa in airy Wenceslas Square. The Hotel’s café was the set for a scene in this year’s drama, Faubourg 26. Weaving your way up the cobblestone of the Square will end up at the idyllic National Museum. The lobby served as the U.S. embassy in Mission: Impossible as well as the lobby of James and Ves-

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ? per’s Venice hotel where they kiss for the last time in Casino Royale. The Museum also stands in as an opera house in horror-thriller The Omen and a school in From Hell, starring Heather Graham and Johnny Depp. Most of the above film locations can be seen on one of the three walks the map lays out for you. The first walk goes through Hradcany, Mala Strana and Prague Castle, the second through Old Town and the third through the busy Wenceslas Square. The walk goes surprisingly quickly if you use the map. The Czech Film Commission issued the map this year so that visitors can retrace the steps of stars and hopefully picture the scene as it was filmed. The map is a challenge to get hold of, as the commission did not print many copies. The easiest way to get hold of one is to call the Film Commission and request to pick up a free map at the Czech Film Center, located in a dark building in an ally beside Tesco department store at the Narodni trida metro stop. If you are a film buff and have the time to call the Center and request a copy be left at the front desk with your name on it, the map is worth the effort. The whole project was financially supported by the City of Prague. By Anne Jones http://www.praha.eu http://cestovniruch.praha-mesto.cz

Apr i l, 2009

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H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

BAMBURGH CASTLE SCREEN APPEAL directors like Roman Polanski who filmed a violent interpretation of William Shakespeare’s “Macbeth” in 1971. In the same year acclaimed director Ken Russell chose Bamburgh as the backdrop for cult film, “The Devils” starring Oliver Reed and Vanessa Redgrave. A spellbinding attraction, Bamburgh Castle enjoys more than its fair share of legends and myths. The medieval fortress is thought by many to be the original site of Sir Lancelot's castle, Joyous Garde. In 2004 Bamburgh Castle featured in the £80 million "King Arthur" movie starring Clive Owen and Keira Knightley. Over the years the castle has starred in a momentous number of historical epics including the 1952 adaptation “Ivanhoe” starring Elizabeth Taylor, “El Cid” with Charlton Heston and Sophia Loren in

ominating the coastline on the ruggedly beautiful Northumberland coastline is Bamburgh Castle. Standing guard from its rocky outcrop above miles of empty, breaker-blasted beaches it is easy to see why this majestic building has such an impressive movie pedigree. An iconic landmark in the UK and on a global platform, the castle has welcomed some of the greatest actors during the course of movie history and has set the scene for countless epics. Richard Burton came to Bamburgh to shoot scenes for “Becket” with Peter O’Toole in 1964

Apr i l, 2009

bringing screen idol Elizabeth Taylor on location with him. Once the capital of ancient Northumbria, Bamburgh has a rich and turbulent history. The castle was originally built by King Ida in the 5th century and the settlement named Bebbanburgh, after Bebba, the wife of Ida’s grandson. Like the priory on nearby Lindisfarne, the castle was raided by the Vikings and rebuilt in the 11th century. There’s a story behind every corner about ancient monarchs, bloody battles and early Christianity. Its harsh beauty and history has captivated

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H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

1961, the 1972 film "Mary Queen of Scots" with Glenda Jackson and more recently “Elizabeth” with Cate Blanchett and Joseph Fiennes in 1998. Ranked as one of the top seven sites in the world for archaeology importance, archaeologists from across the globe come to Bamburgh Castle each year to unearth the secrets of the past under the guidance of the Bamburgh Research Project. Recent top finds include an Anglo Saxon royal sword, horse bones and skulls and the discovery of the castle’s original guard house through which Saint Bede and the Kings Athelfrith and Oswald would have entered the castle by. The castle’s archaeological discoveries have featured on Sky’s Discovery channel and the BBC series of Coast, Meet the Ancestors and Time Team. In recent months Bamburgh Castle has been the face of an international advertising campaign deApr i l, 2009

signed to inspire and promote North East England as a must-see visitor destination. Bamburgh Castle administrator Chris Calvert said: “Bamburgh Castle is a breathtaking building steeped in history. Its prime position high above the village and massive expanse of empty sand beaches offers directors a wealth of atmospheric shots which you will no doubt recognise from its many big screen appearances. From historic greats to folklore legends, Bamburgh has been the star in some of the greatest films ever made. You can only imagine what this mighty fortress’s role will be next.” Follow in the footsteps of the movie greats and visit Bamburgh Castle. By Claire Thorburn http://www.bamburghcastle.com

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H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

GRAND MOVIES MADE IN GRAND SICILIAN HOTEL unique: the cloister, images of saints, the choir stall, the sacristy, the gorgeous garden, the rooms which used to be silent cells given over to seclusion. Everything in the hotel recalls monastic life, a blatant contrast with the luxury hotel ensconced within these ancient walls. The fascination of the

The

San Domenico Palace Hotel, one the most famous hotels in the world, is located in the historical citadel of Taormina, in Sicily. Taormina and the San Domenico are a duo of international fame and tradition. The hotel was built on the original structures of a former Dominican monastery dating from the 15th century. Monastic remains are religiously kept at the San Domenico to testify to a past that makes such a structure

Apr i l, 2009

â&#x20AC;&#x201D; 15 â&#x20AC;&#x201D;

rooms, the cloisters, the flowery terraces, the backdrop of rare beauty that ranges from the ancient Greek theatre to the summit of Mount Etna and the enchantment of the sea, have always attracted poets, writers, film stars, royal families and heads of state who have filled the ancient pages of the jeal-

H eritage : S e t-je tting - Wanna B e W he re the Star s Wal k ?

ously guarded Golden Book with their dedications, and have made the San Domenico Palace the ideal set for many films. To cite some of them, in chronological order: Tipi da Spiaggia (1959), by Mario Mattoli, with Ugo Tognazzi, Johnny Dorelli and Lauretta Masiero; an Italian comedy about four friends that go

Apr i l, 2009

to Taormina trying to marry the American billionaire Barbara Patton. One of the most interesting scene was shot on the terrace of the Les Bougainvillèes Restaurant, the San Domenico Palace restaurant, and represent a typical dinner at that time. L’Avventura (1960) by Michelangelo Antonioni, with Gabriele Ferzetti, Monica Vitti, Lea Massari and Renzo Ricci. A drama set in Sicily, where the landscape is one of the most important protagonists. In the end of the film there is a beautiful and famous scene on the hotel's terrace, with the peak of Mount Etna visible on the horizon. Piange il Telefono (1975), by Lucio De Caro, with Yvonne Danaud, Gigi Ballista, Francesca Guadagno, Louis Jourdain and Domenico Modugno. A romantic film based on the exceptional figure of the famous Italian singer Domenico Modugno, who in the film plays the part of an airline pilot who was imprisoned in Africa for many years because of some illicit businesses. When he come back home, he finds his woman with another man. Among the scenes shot at the San Domenico Palace Hotel we remember the one in the cloister, and the one in a room where Modugno speaks with his lover. La Piovra, an Italian TV series about Italian mafia lasted for years. Il piccolo Diavolo (1988), by Roberto Benigni; with Benigni, Nicoletta Braschi, Stefania Sandrelli, and Walter Mattau. The film is a comedy run and interpreted by Benigni, in which an American priest

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who lives in Italy, is called to exorcise a hairdresser possessed by the devil. After the exorcism the little devil decides not to come back to the Hell. In the film it can be seen the hotel’s ancient cloister, the stairs and Via Roma, the street which skirts the hotel. Le Grand Bleau (1988), by Luc Bessone, with Jean Reno, Jean Marc Barrè, Rosanna Arquette and Sergio Castellitto. It is the story of two men that compete to the very last in an under water championship. The film has become so famous, most of all in France and Japan, that many people want to reserve the room in which were shot some of the film’s scenes, or take photos of the Ancient Cloister and the gardens. Grande, Grosso e Verdone (2007), by Carlo Verdone with Carlo Verdone, Claudia Gerini, Roberto Farnesi and Martina Pinto. It is a funny Italian style comedy made of different episodes and one of them is shot in Taormina and at the San Domenico Palace Hotel. One of the cornerstones of the prestigious Locali Storici d’Italia association, the San Domenico Palace belongs to THI Collection – Luxury Hotels & Resorts since 1999 and from 1976 is a member of the Leadings Hotels of the World.

Photo authors: R. E. Bright, A. De Crignis By Lorena Beccaria http://www.thi.it

Professional Marketing Know-How of Hotel Chains Different cultures, different manners! With the booming expansion of global hotel chains their marketing strategies in the new areas face various peculiarities. Hotels also need to cope effectively with their international presence online. Come and read about the ways hoteliers (should) approach international marketing.

P rof essional : S e t-je tting – Wanna B e W he re the Star s Walk ?

THE EFFECTIVENESS OF TODAY’S HOTEL MARKETING Beneficial War However terrible World War II was, in other respects it was actually good for manufacturing businesses. A war consumes significant volumes of machinery and material goods, and many industries benefited with growth. When the war ended so did most of the tremendous demand for products that it had just generated. Many companies found that the demand for production output had suddenly shrunk. They looked around at the competition and were faced with inexorable conclusion that peaceful coexistence was not on the cards if they wanted to prosper. So they determined that faced with finite demand they had to quickly develop marketing, to know hot to determine what the customer wanted, to work out how to produce it better and more economically than their competition, and communicate it through advertising and other forms of marketing communication.

No Competition

hile the hotel industry may be very good at some things, marketing has rarely been one of them. Even today, the hotel industry in general lags behind the product sector as far as marketing sophistication and analysis goes. I think that is because intelligent, aggressive marketing became a priority for products and merchandise much longer before it did for hotel products. Apr i l, 2009

Things couldn’t have been more different for the hotel industry. The end of war brought a feeling of well being, it was a time to celebrate and part of that celebration took the form of travel that was now far more freely available as a result of the rapid technological advances made during the war – such as the jet engine. Competition in the hotel industry at that time was minimal if non-existent. Apart from the renowned, elitist “grand luxe” hotels of the world, you had to take what you got with hotels – often the major benefit to the guest was

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relocation of the bathroom from down the hall to within the guest room. Few hoteliers were knocking themselves out to win your business with new and improved price competitive products and services. It was into this product vacuum that the holiday inn concept was introduced and was soon followed by a wave of similar products or standardized chains – many of whom are still operating today. The sum total of hotel motel marketing at that time (and unfortunately for owners and investors with many hoteliers today) consisted of location, location, and location. Get a good site, build a decent product, turn on the vacancy sign, and collect the money. There existed no highly refined body of hotel marketing knowledge, a situation that has advanced precious little today. Further, it seems there was also something akin to a “club” agreement in the industry. It was frowned upon to be too aggressive in marketing your product versus the competition. Today, such a “club” agreement, if that’s what it was, has outstayed its welcome. Additionally, today’s stereotyped traditions of hotel advertising characterized by the troika of edifice, orifice and cleavage is mundane and lacking in market focus. Let me explain:

The Edifice Who has not been exposed to countless photographs of hotels presenting yet another imposing building towering over the landscape? I have to question the logic of that unless the guest is spend-

P rof essional : S e t-je tting – Wanna B e W he re the Star s Walk ? the viewer. This sort of marketing communication is that of a room all dressed up with no place to go.

The Cleavage If those are two examples of showcasing the hotel product in its most unadorned fashion there is another form of advertising in which the hotel product seemed almost incidental – the “cleavage”. One example of this is the drop dead gorgeous poolside women in bathing suits looking like fashion models or an aerobics dream (they are!). Maybe I, and my colleagues, stay in the wrong hotels or swim at the wrong time! Someone may have thought of the hotel when shooting these advertisements and promotional materials, but that’s as close as they got when it gets to be actually represented and communicated to the hotel’s target markets. Another variation of this productless theme is the beautifully shot landscape or still life, both of which have the hotels brand name artfully appliquéd across the layout. Interesting – but I would question its effectiveness.

Effective Marketing

ing a night on the footpath or roadside. Wouldn’t a building facade have a limited impact on the utility of their stay?

The Orifice The empty banquet room – at least it shows usable space but without warmth or invitation for Apr i l, 2009

On the other hand, the good marketing campaign should focus on a product’s strengths. Maybe we can infer the ability to afford an artistic photographer is their biggest strength. The ultimate failure of these campaigns in my view is they don’t provide the customer a compelling reason to buy. They communicate in a vacuum giving us pretty pictures and impressive form, but without a framework on which to base a purchase decision. That can be fatal in view of the increasing sophistication of today’s customers and their awareness, value for money, and comparison shopping in order to make informed decisions.

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I think hoteliers are beginning to realize this over the past year or so. The biggest change in the hotel industry is the move towards strategic, aggressive marketing campaigns based on professional ongoing market research and analysis, and looking beyond the corporate training manual.

Successful Hotels Today’s successful hotels generally are focusing more on customer benefits. Whether they take the form of features, amenities, rates, service premiums or frequent travel programs, they often make direct comparison to the other types of hotel options available – and the customer is a real winner in this marketing environment. Operators must seek out market analyses and think more strategically about how their product meets customer needs, and how to communicate it in a framework that enables customers to make an informed decision. Operators and owners must go from having something and trying to get someone to buy it, to investing in finding out what potential customers want and working out hot to deliver it and communicate it. In the coming era when it looks like demand will take several years to recover, competition can quickly copy and therefore neutralize a hotel’s architectural and physical advantages. Investors and developers must look for other advantages. Strategic marketing, together with ongoing objective professional assessment, is going to be a clear point of difference in determining the success stories in the lodging and hospitality industry. By David Barbuto (JPI Tourism & Leisure Consulting Pty Limited) http://www.jpi-tlc.com http://www.jpi-global.com

P rof essional : S e t-je tting – Wanna B e W he re the Star s Walk ?

BEST WESTERN CENTRAL EUROPE: HOSPITALITY IN THE HEART OF EUROPE marketing strategies: Be good, be local and don’t fake it.

The Knack of Putting People at Their Ease Travelling is all about emotions. Only a minor part of people is comfortable in the anonymous uniformity of hotel chains. The vast majority, however, de-

eritable diversification, real individuality and stringent marketing strategies for 9 countries, more than 10 languages and over 70 hotels – with a genuine sense of locality. Apr i l, 2009

Why is Best Western winning hands down on most hotel brands and chains when it comes to true local identity? Well, it’s a concept of compelling logic, being composed of more than just simple

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German chain hotels outperforms Europe in 2008

The chain hotel market in Germany had one of the better performances in Europe, finishing 2008 with a 1.8% increase in Revenue per Available Room. MKG Hospitality’s market monitoring database, Hotel CompSet, reported that the Average Daily Rate in Germany rose by 3.9% compared to 2007, whilst Occupancy Rate saw a slight reduction of 1.3 percentage points. It was no surprise that budget and midscale chain hotels were the most successful in 2008, both categories enjoying a 3.1% increase in Revenue per Available Room. This was fuelled by a 6.2% increase in Average Daily Rate for Budget hotels, and a 5.5% increase for Midscale chain hotels. The Upscale segment saw their Occupancy Rate weaken in all categories, but managed a slight increase of 0.9% in Revenue per Available Room. Cities such as Essen and Dusseldorf boosted the German performance with their high Revenue per Available Room growths of 18.7% and 16.3% respectively, which was partially assisted by those cities hosting trade fairs. Etbmice.com

P rof essional : S e t-je tting – Wanna B e W he re the Star s Walk ? largest fast food chain probably does the best in standardising. But is it just about burgers? No, it really is about feeling “at home”, whether it’s beds or burgers. Therefore that burger chain strongly relies on local franchisers, local food where appropriate, local cooperations, all of it singing the corporate chorus coloured with local timbre and local stories.

Best Western International – Stories Best Told

mands adequate quality, intimately connected with true local authenticity. Blended well with individuality and kindness these memorable experiences will ensnare customers to feel special – and to spend hard earned money on their stays.

Consequently local marketeers have to listen to their source and target markets more attentively than ever, responding via strategies sensibly adjusted to local paradigms that global marketeers and corporations do not have access to.

Marketing Is Meant to Listen

Global Leveling Is Only Half Way There…

Emotion and anticipation have to be carefully addressed when boosting a brand’s reputation and pooling successful efforts in local markets – even more, as all strategies are closely observed by so-called “prosumers” (consumers teaming up on web2.0-based platforms to share experiences, expertise and expectations).

Everybody is talking about standardising and niche marketing. So how do international hotel chains act? Typically localisation tends to be restricted to adaptations of corporate wording, local cuisine and the occasional “authentic package". After all it’s about having the same brand of beds all over the world, isn’t it? By the way the world’s

Apr i l, 2009

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Remember, travelling is about great experiences for business people and holidaying families. So it is one-on-one hospitality, individual stories and unique settings, not just standardised beds, what pushes a successful hotel brand like Best Western. To understand Best Western's distinctive approach to individuality it is best to outline the unique concept of its business model. Founded in 1946, Best Western grew to a worldwide non-profit “association of associations” by supporting independently owned and operated member hotels. Best Western Hotels and their premium line of “Best Western Premier Hotels” can tell a wealth of stories rooted in their cultural and scenic settings and their outstanding ambiance: All are shaped strongly and individually by their owners. These genuine hoteliers feel like personal hosts providing their guests with three key benefits: Reliably high quality, kind and sincere hospitality and memorable experiences. This is what Best Western marketing strategies focus on. Best Western Central Europe–From Austria with Love Best Western Central Europe–part of THE WORLD'S LARGEST HOTEL CHAIN® (over 4.000 hotels in more than 80 countries worldwide and hosting 400,000 worldwide guests each night) –

P rof essional : S e t-je tting â&#x20AC;&#x201C; Wanna B e W he re the Star s Walk ? represents a truly global player perfectly adapted to local markets and demands. Providing over 70 hotels in Austria, the Czech Republic, Slovakia, Hungary, Slovenia, Croatia, Serbia, Montenegro and Macedonia with marketing and booking services, Best Western Central Europe concentrates on bringing out the best in individual ideas, hotels, personnel, assets and surroundings. The key to Best Western Central Europe's marketing and development is always to rely on local people with business relationships and market familiarity. All of them feel strongly connected to their surroundings which provide contacts, assets, charm and individual ambience as unique selling propositions. Best Western Central Europe's employees communicate as native speakers with at least 80% of their member hoteliers and staff. Supporting them in perfectly servicing their customers also involves training, empowerment and awareness to local assets. Because as a family of hoteliers and professionals, Best Western Central Europe has understood that only people with a heart for hospitality can offer hospitality with a heart. http://www.bestwestern-ce.com

Apr i l, 2009

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MANAGING & MARKETING SHERATON'S COMPLEX IN SHANGHAI central business district and places of interest as well as fabulous views of the Huangpu River. Our two luxury hotels and the upscale Residences forms part of the best living area in Pudong with shopping malls, restaurants, bars around and the Shanghai Metro station Line Four is right in front of the hotel. This ideal location is next to Nanpu Bridge and our complex is the closest international hotel to the site of the 2010 Shanghai World Expo. We have: over 4,600 square meters of premium meeting and banquet facilities; 1,000 beautifully appointed guest rooms all with natural daylight, signature Sheraton Sweet Sleeper Beds and a 32-inch LCD flat screen T; a variety of dining and wining pleasures are available at our eight restaurants and bars; the indoor heated pool and whirlpool, which are the perfect places to relax; as well as the unforgettable spa facilities. All these make ours the hotel of choice for meetings, conferences, weddings, and events of any size.

John William Robert O'Shea, general manager of Sheraton Shanghai Hotel & Residences, Pudong, and Four Points by Sheraton Shanghai, Pudong, is an Australian native. With more than 30 years experience in the hospitality industry he has held prominent positions in a number of hotels in Fiji, Australia, Malaysia, Thailand, and Japan. Apr i l, 2009

What are the special features of Sheraton Shanghai Hotel & Residences, Pudong, and Four Points by Sheraton Shanghai, Pudong? As the only complex hotel in the City, Sheraton Shanghai Hotel & Residences, Pudong, and Four Points by Sheraton Shanghai, Pudong, is ideally situated in the Lujiazui financial and trade district of Pudong and provides an easy access to the city's

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How do you position your hotel in the market? What is your strategic plan for average RevPAR? We position the complex as a single entity that has a five-star product, a four-star product and a luxury extended stay property. This provides choices for our customers which no other hotel in Shanghai is able to offer. For example if we do have a large MICE event, we can accommodate the different levels of customers in one complex and at the same time, they are able to take advantage of the Starwood Loyalty Programs and experience

P rof essional : S e t-je tting â&#x20AC;&#x201C; Wanna B e W he re the Star s Walk ? community in which they operate and this is done on a long term basis. We make it a point to source our products locally as a priority and to hire local talent. On-going training and opportunities are available at all times to every associate in the complex as we believe in growing our talents internally. How do you and your team face the postOlympic environment in 2009 and the difficulties that result from the international financial crisis? The post-Olympic situation is temporary and when the travel restrictions were lifted, business came back to Shanghai pretty quickly. The current global financial crisis is something that affects every single continent and corporations are more prudent in selecting hotels. We are working closely with all our global sales offices to tap new markets.

the international warm hospitality for which we are known. What do you expect the percentage composition of your guests will be? Corporate contributes approximately 85% of our total business whilst the remaining 15% comes from our leisure segment. What are your plans on online marketing and promotion? As more and more guests are making their travel arrangements online, we ensure the information and pictures we have in the web are up-to date and periodic offers and packages are always available. Apr i l, 2009

Many large hotels are now focusing on the business development of the MICE sector. What special plans do you have for expanding the MICE market? We have a dedicated MICE team that handles all our events from the start to the end as this makes it most convenient for our customers to do business with us. Additionally, the various Starwood loyalty programs that reward our MICE organizers and guests create a big difference for our loyal guests. How is corporate social responsibility reflected in your daily operations? Starwood Hotels and Resorts, Worldwide Inc. makes it a commitment that the hotels support the

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What preparations are Sheraton Shanghai Hotel & Residences, Pudong and Four Points by Sheraton Shanghai, Pudong start making for the Shanghai World Expo 2010? Sheraton Shanghai Hotel and Residences, Pudong and the Four Points by Sheraton Shanghai, Pudong played host to the third World Expo Meeting in November 2008 and this event was attended by dignitaries from home and abroad, all organizers of the pavilions and various corporations involved. We are working closely with the World Expo committee for all smaller events and banquets; and also with Hubs1, which is the official appointed operator, to have information on our complex uploaded onto their websites. Article used with permission from China Hospitality News

P rof essional : S e t-je tting – Wanna B e W he re the Star s Walk ?

THOUGHTS ON HOTEL INTERNET MARKETING IN 2009 Hotel Online Marketing Predictions 2009 What are the three key internet developments and online opportunities the hotel industry is likely to encounter & benefit from this year? 2009 will be an important year for Online Internet Marketing strategy. As marketing budgets tighten and are increasingly placed under the microscope, more emphasis than ever will be placed on tracking the return on spend. Online Marketing offers hotels the most trackable and cost effective means of marketing their rooms direct to the consumer. The three major areas that I see developing in 2009 are as follows: 1. Social Media Optimization and Online PR The Search Engines are not the only channels used now to find information via internet. Channels such as YouTube account to 10% of total internet traffic. Social websites such as Facebook are increasingly popular, highly visited and used to find information and links. The search landscape in Google has also changed to include maps, blogs, news, images, videos etc. all provided by Web 2.0 and social media websites. With all these developments, it will be essential for the hotelier to implement a professional strategy to embrace such developments and maximize the benefits given by exposure to such channels. 2. International Approach to Paid Search Many hotels are now successfully running Paid Search campaigns but are ignoring a huge potential market. Running campaigns internationally Apr i l, 2009

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does not only mean checking a box to show ads across the globe. To attract visitors and tourists from other countries requires a specific strategy and game plan. Once you have outlined your likely feeder markets, research needs to be conducted to ascertain which keywords they will use to find your type of hotels. Also, Translated landing pages and keyword creative’s need to be produced and of course, if possible the hotel booking engine should feature the appropriate languages to encourage conversion. Making the effort to reach travelers in their own language can seriously improve conversion of paid search campaigns and attract a whole new market to your hotel. Most importantly increase hotel occupancy using a direct, cost effective and measurable channel. 3. Search Engine Optimization & Geo Search One of the most cost effective methods of driving traffic and reservations online is a robust and effective SEO strategy. There is no charge per click, once an initial investment has been made, the sky is the limit for the benefits achieved through SEO. It's wise to work with a company that knows the marketplace and will support, edit and amend keywords and strategy through the year for optimal impact and quality traffic. As with Paid Search, it's also important to consider a multilingual strategy for SEO not only considering language nuances but also the variety of Search Engines used to find information. Integral to a successful SEO strategy would be a consideration of the Geo Search, i.e. the increased usage of mapping tools to locate

P rof essional : S e t-je tting â&#x20AC;&#x201C; Wanna B e W he re the Star s Walk ?

businesses. Hotels need to make sure that they are registered as a minimum with Google local and Google maps and all of the correct information is present within their listing. Hotels that have successfully optimized a map listing were able to jump to top position in Google for broad keywords like "Hotel in [Insert City]".

Leveraging Technology to Bear the Recession What are the top three tips to hotels hoping to leverage Internet tech to beat the recession?

Apr i l, 2009

1. Current and Optimized Web Make sure that Hotel Websites are current and optimized for conversion. This involves making sure that your Hotel website is based on a CMS system that allows internal staff to update the website content, news, offers and images with ease. The visitor should arrive at the website and find reassurance immediately that they have arrived at the right place. Information such as prices, photos, offers, room types and booking should be easy to navigate to and above the page fold. It's important to keep the website current and create offers that will attract users convert online. Also of high importance is the ability to offer visitors a "Best Price Guarantee". When users arrive at your website, they should know that they don't need to go anywhere else to shop for prices. Most users will prefer to book direct with hotels when assured that they are getting the best deal. Higher conversion generally leads to higher ROI and happier website owners! 2. SEO Work with a professional company to optimize your website for increased performance within the Search Engines. This is a cost effective means of driving increased traffic to you website. A good SEO company will work with you to make sure that a professional and effective revenue driving strategy is in place and you are getting good return for your initial outlay. Regular reporting and campaign analysis should be conducted to achieve optimal performance and benefit tracking both ranking and more importantly traffic gained from the Search Engines. Don't ignore the opportunity to create individual SEO strategies for countries that could potentially produce a good stream of bookings to your hotel. Working with a company that has experience performing SEO across countries and continents can be of great benefit when expanding your Search Engine reach.

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3. Use the Data from Web Analytics Whatever web analytics package you are using, make sure it is set-up correctly to record numerous conversion metrics. Regularly review and more importantly act on the data and information that you receive from the reports to increase conversion, quality traffic and customer experience. Doing this will increase the effectiveness of your website to maximize the potential for conversion that each visitor to the website has. Learn to understand what the reports mean for you and your hotel and what actions should be taken as a result of the information gleamed. Using such data can also allow you to evaluate the success of various internet marketing efforts that you are carrying out. Proactive analysis and action based on your web analytics can offer a real edge over your competitors. By Jan Tissera (President of TravelCLICK International) http://www.marketingpower.com

Active/Adventure March, Private! Visit the Military Sites Most of the world countries (if not all) have experienced over their history some kind of military conflict. No matter how grave it was it surely scarred the memories of many people. Military sites â&#x20AC;&#x201C; museums, battle fields, monuments â&#x20AC;&#x201C; are popular travel destinations not only of veterans and their families but also of those interested in the history and psychology of humanity. Visit Czech fortifications, South African military museum, Viet Cong tunnels, and much more.

Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s

MILITARY HISTORY COMES ALIVE IN LOS ANGELES The Display

Los

Angeles is a top tourist destination. It's the entertainment capitol of the world with beautiful weather year around. But if you've already been to Disneyland and are looking for a unique experience, then visit the American Society of

Apr i l, 2009

Military History Museum (ASMH). Travel just 12 miles east of downtown Los Angeles, and you'll find this non-profit military history museum with over 175 military vehicles & outdoor exhibits dating from 1933 to the present.

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Since 1962 the ASMH has been dedicated to preserving America's military history. It is the largest Military History Museum & Restoration Center in the Western United States, and its outdoor display complex takes the museum visitor through time and traces the development of military equipment, which has affected world history. Among the display pieces are 25 tanks, including WWII Sherman tanks, M-60 tanks, and mobile anti-aircraft guns. There are also WWII Half-tracks, troop transports, jeeps, and field ambulances. And you'll find cannons, 8" Howitzers (both self propelled & towed), bombs, missiles, Humvee's, fixed naval guns, naval landing craft and assorted other heavy equipment from different periods. There is also an original anti-aircraft gun emplacement from the USS Missouri battleship, and a Huey helicopter gunship from the Vietnam War. Most of the equipment is from the U.S. military. The exhibits serve as a fun environment allowing visitors a unique opportunity to get an up-close look at some of the world's most impressive pieces of history. Each year the museum participates in many Los Angeles community events including Memorial Day, Independence Day, and Veterans Day. The ASMH also supports other non-profit organizations such as the Leukemia Society, Race L.A., and the USMC Toys for Tots annual toy drive. In 2008 educational tours were given to

Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s

Craig Michelson Craig Michelson serves as the museum's Curator. It is a labor of love for Craig, who is Don's son. Craig spends his time restoring vehicles, and displaying them at events. Craig also gives his time to teach auto-body and repair techniques to volunteers from local high schools, the LA County Senior Citizens Program, LA County Probation Department, and Career Partners. The younger Michelson states: "We pay tribute to all the brave young men and women in uniform today, and recognize the immeasurable contributions of those in previous generations who have dedicated their lives to defend our nation. We're the only museum of this kind on the West Coast. We're doing a public service. It's nice to preserve these steel soldiers for future generations."

Hollywood Calls

over 4.000 school children including boy scouts & girl scouts.

Donald Michelson The Museum is the brainchild of Donald Michelson. During World War II, Michelson went through Officer Training School and became a Quartermaster Officer. For 22 years following WWII, Michelson ran the PX System for the National Guard PX. In September 1962 he opened his first military museum at the Exposition Park Armory. He began working on the museum full time in 1970. Later the museum moved to the Reserve Center in Bell, CA. And in 1978 the museum moved to its current site Apr i l, 2009

in the Los Angeles County Whittier Narrows Park complex. The equipment was acquired in a variety of ways over the last 40 years. Some was purchased, some was donated, and some is on loan from the government. But every vehicle has its own story. Michelson still works at the museum and serves as its Executive Director at the age of 92. He says: "The museum is a tribute designed to honor our veterans and active military personnel. But we also help our community by providing volunteer opportunities to handicapped and disadvantaged people, schools, veterans, and senior citizens."

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Since the 1960's the Michelson's have made these museum pieces available for films and television. They've supplied military equipment for over 800 productions including M*A*S*H, "Tora Tora Tora", "Pearl Harbor" and many more. The museum is also a regular contributor to programs on The History Channel. In fact, Craig and the museum were featured in the History Channel program "Combat Garage". Craig Michelson drove the M-60 tank, which famously "ran amuck" crushing cars in Chicago on an episode of NBC's "ER". And recently they provided the "hero vehicle" for the latest Indiana Jones film, "The Kingdom of the Crystal Skull" (2008).

Fun Facts Additionally, companies that create models, toys, remote control tanks, and video games travel from all parts of the globe to take measurements of these hard to find battlefield headliners of yesteryear.

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Five employees help the Michelson's run the office & facility. But the museum would not stay open if it weren't for the help of the six regular volunteers, and 60 on-call specialists and Living History volunteers who participate at special events in genuine uniforms & gear. The museum receives no government funds or corporate sponsorship, and they are always looking for volunteers who can assist with the preservation, upkeep and restoration of these larger than life battlefield heroes. Apr i l, 2009

The museum is also available for events including veteran organization meetings & reunions, and corporate events & fundraisers. Additionally, there are "Birthday Boot Camp" parties where kids are put through their paces by a real life Army Drill Instructor with the backdrop of authentic military equipment. By John Elliott Military Museum/American Society of Military History (ASMH) http://www.tankland.com

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Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s

LUXEMBOURG: A MOMENT IN TIME

In the early morning hours of a dark and cold December 16, 1944, the Germans staged a massive last gamble surprise attack on the quiet sector of the Belgian and Luxembourg Ardennes to regain the offensive. This marked the beginning of the Battle of the Bulge, which took a tremendous toll in human lives and destruction. Outnumbered and partially overrun in some areas, the Allied Forces offered a stubborn resistance, hampering and slowing down the Germans’ drive through the heart of the Ardennes. Bloody fighting took place under the most hostile weather conditions and it was not until shortly after Christmas that the Allied counterattack gained momentum. Thanks to the brilliant leadership of General George S. Patton, Jr., the Third US Army succeeded in stopping the advance of the German Army and gradually pushing them back. By the end of January 1945, the majority of the Belgian and Luxembourg Ardennes were re-liberated. Today there are over 120 memorials, commemorative plaques, streets and squares dedicated to the United States Army units that fought in Luxembourg during 1944 and 1945. In addition there are several museums, historical battlefield trails and the Luxembourg American Cemetery and Memorial where General George S. Patton, Jr. is buried. Veterans, families and military buffs can immerse themselves in Luxembourg’s recent past by visiting any of these points of interest.

Military Museum

his year marks the 65th anniversary of the Liberation of Luxembourg and the Battle of the Bulge. On September 10, 1944 “Letzebuerg ass frei – di ésicht Amerikaner sinn do” made the headlines of local Luxembourg papers. The English translation reads “Luxembourg is free – the first Americans are here.”

Apr i l, 2009

The Memory of the Battle In a matter of three days, the 1st US Army liberated the country of Luxembourg, which had been under German occupation since 1940. There was a sense of optimism that the war would be over soon; perhaps as early as Christmas. Unfortunately that was not the case.

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One of the most popular sites is the Musée National d’Histoire Militaire (National Museum of Military History) located in Diekirch, Luxembourg. Since its origins, the Musée National d’Histoire Militaire has been guided by one key mission: the balanced, impartial and objective representation of the historical facts of the Battle of the Bulge.

Apr i l, 2009

Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s

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Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s

The mus e u m goes to great lengths to incorporate differing points of view from both sides of the conflict, as well as a civilian perspective, all the while presenting a historically-accurate, close-up detail of the major conflict. The mission is achieved through the creation of lifesize, carefully-researched dioramas using WWIIera garb, weapons, and machinery and materials. The life-like dioramas are all based on oral history records, available photographs and authentic historical materials. The museum also proudly displays memorabilia of the Luxembourg Army and soldiers who fought in the Allied ranks during World War I, World War II, and the Korean War. The museum provides a variety of public programs and other activities that may be of interest to visitors. Specifically, the museum provides Guided Tours, Battlefield Visits, WWII Memorial Visits and Cemetery Visits, Public Lectures on the Battle of the Apr i l, 2009

Bulge, and use of the Library and Research Center. In addition, the museum often acts as a gathering platform for countless veterans from both sides, and participates in educational programs focused on reconciliation and collective memory issues. The museum is currently developing a library and research center in order to provide visitors with assistance in collecting detailed information about their ancestor’s involvement in World War II and the Battle of the Bulge. The library and research center will prove to be a key planning asset for pre-travel research as well. The long-lasting friendship between the United States and Luxembourg, which was cemented on the fields of the Ardennes during the Battle of the

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Bulge, has only grown stronger in the sixty-five years since that momentous history-turning battle. Both Americans and Luxembourgers played a key role in this crucial moment, without which liberation was uncertain. The Musée National d’Histoire Militaire plays a seminal role in preserving the memory of this historic setting and is symbolic of the bond that exists between the two countries. By Lara L. Center Musee National d’Histoire Militaire, 10, Rue Bamertal, L-9209, Diekirch, Luxembourg http://www.nat-military-museum.lu

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SOUTH AFRICA: MEMORIAL TO HEROISM & SACRIFICE This oversight was not to be repeated during the Second World War (1939–1945). In 1940, Capt J Agar-Hamilton was appointed official historian to the Union Defence Forces. He formed a Historical Research Committee to ensure the preservation of documents and materials of military interest, laying a foundation for the establishment of the Museum. The South African National War Museum was opened by Prime Minister Jan Smuts on 29 August 1947. In 1975, its name was changed to the South African National Museum of Military History to reflect its widening scope – all military conflict in which South Africans have taken part.

Unique Collection

The

South African National Museum of Military History provides a home for the memory and study of military history. It does so by affording visitors a rare opportunity to view the actual artefacts of an often turbulent past.

Nation’s Contribution The Museum began its existence in 1942 when a few far-sighted individuals grasped the need to Apr i l, 2009

collect material evidence of our nation’s contribution to the world history. After the First World War (1914–1918), the idea that a museum could serve as a war memorial led to the establishment of the Imperial War Museum in London. Sadly, no similar effort was made in South Africa, and much of the war material collected during that period was dispersed.

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Many of the displays can be viewed in the two Bellman aircraft hangars, the original buildings on site when the Museum was opened. Over the years, many other buildings have been added. The Museum is also the home to various enthusiast and military veterans’ organisations. The children’s playground is a popular venue for birthday parties while the conference and functions facilities are available for hire. The Museum’s reference library, archives and photo archives hold a large and unique collection of books, pamphlets, journals, archival documents, photographs, audio-visuals and maps with friendly staff on hand to assist a wide range of informationseeking visitors. The library is open to the public on working days between the hours of 09-00 and 16-00.

Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s The Museum’s Molch One-Man Submarine is one of several types of midget submarines built by Germany during the Second World War. These were intended for attacking Allied supply shipping off the European coast but were found to be unreliable and unseaworthy and, as a result, were not effective. The example on display was the first item to be acquisitioned at the Museum. An example of a rare weapon on display is the German 7.92mm Fallschirmjägergewehr (FG) 42, an automatic rifle developed for German airborne troops following losses sustained during the attack on Crete in 1940. It was first used in action in September 1943 during the rescue of the deposed Italian dictator, Benito Mussolini, by German glider troops. Thereafter it was used by German paratroopers in Italy and on the Eastern Front. A serious fault of the FG 42 was the positioning of the magazine to the left which unbalanced the weapon. These are just some of the examples of the aircraft, armour, artillery, medical, naval and engineering equipment, small arms, medals, badges and uniforms, spanning the history of military conflict involving South Africans that are on exhibition throughout the Museum.

The Museum houses some of the rarest military equipment in the world. The German Me 262 twoseater night fighter of the Second World War is a notable example. The aircraft was converted from a two-seater trainer to cater to the urgent need for an aircraft capable of combating the Mosquito of the Royal Air Force and was deployed in the defence of Berlin in early 1945. It was captured in Denmark at the end of the war and flown to the United Kingdom prior to it being shipped to South Africa in 1947. Apr i l, 2009

Another interesting aircraft on display is the Scout Experimental (SE) 5a. This First World War fighter, the first to be powered by a purposely-designed aircraft engine, was one of the great combat aircraft of its time. Twenty two were presented to South Africa in 1920 as part of the Imperial Gift by the United Kingdom to assist in the formation of the South African Air Force. The Museum’s example is the last remaining SE5a of the 1920 Gift and is also one of six examples known to be in existence in the world.

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By Allan Sinclair & Susanne Blendulf Johannesburg, South Africa http://www.militarymuseum.co.za

Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s

CZECH FORTIFICATIONS OPEN THEIR GATES

tor consisted of three major fortresses (Hurka, Bouda, Adam) with extended underground facilities, a number of heavy infantry blocks and extensive lines of small pillboxes supporting these big blocks between the hill tops named Malinik and Adam. Altogether, 247 fortifications of all types were structurally completed until the so called Sudeten Crisis in September 1938. For the soldiers of the border guard three modern barracks systems, one barracks for crews of pillboxes model 36 and two fortress roads to the fortifications Bouda and Adam were constructed. Telephone cable networks with more than one hundred cable chambers and many miles of infantry and tank obstacle systems have been carried out.

Bouda Artillery fortification BOUDA with its unique atmosphere is the best preserved construction of this type in the region. It consists of five mighty bastions (three infantry blocks, one artillery block and the entrance block), which were built to the strongest level of construction. Deep inside the mountain, the blocks are connected by an extended systems of tunnels and caverns, which contained everything the garrison

The

fortifications and fortified installations, which were built along the border of the former Czechoslovakia (today’s Czech Republic and Slovakia) before the WWII, remain sad memorials to the tragic development of the political situation in 1930’s. Today the history lovers can visit and admire the long-closed witnesses of the nation’s fighting spirit.

Apr i l, 2009

The Kraliky Fortified Sector The Kraliky Fortified sector around the Czech town of Kraliky (close to Polish border) was responsible for the defense of this part of the former German-Czechoslovakian frontier in the 1930’s. It was one of the most intensively fortified frontier sectors in Europe of that time. This sec-

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Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s

HŮRKA

BOUDA

of 316 carefully selected and specially trained soldiers of the border guard needed to accomplish their combat task. Visitors entering this fortification museum can see long underground galleries, barracks, ammo dumps, narrow-gauge railway, power station, infantry blocks, emergency exits, shaft for the retractable gun turret etc. During WWII the German army tested various weapon systems, explosive charges and several elements of fortification engineering there. Due to the German occupation, structural changes after the war, and the dismantling activities of a scrap enterprise in the 1950s, the fortification Bouda became strongly devastated. In spite of that, it represents one of the best of five structurally completed artillery Apr i l, 2009

fortifications on the Czech territory, which has been renovated and made open for the public in 1990.

Hurka Artillery fortification HURKA is also a unique military-historical monument. It consists of five mighty bastions, which are connected by an extended system of tunnels and caverns deep inside a hill (total length 1.75 km). These are two sophisticated designed infantry blocks, an artillery casemate, an artillery block with projected retractable gun turret, and the entrance block. The infantry blocks and especially the artillery casemate served during the German occupation in the times of WWII as targets for the testing of various weapons. The combat blocks of the fortifica-

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tion were also used as test objects for the development of a secret weapon of the Third Reich – the so called Röchling concrete piercing grenades. The visitors can see some rare display pieces: a big armored gate in the entrance block, the fully operational sloping ramp lift and the electric locomotive with cargo wagons of the narrow gauge railway (from 1950’s). In the fortification the visitors will understand, how extensive and costly the Czechoslovakian defense plans were under the threat of Hitler’s aggression. By Martin Ráboň Association of the Friends of the Czechoslovakian Fortification http://www.boudamuseum.com

Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s

VIET CONG TUNNELS WELCOME TOURISTS

H istory

In the beginning, there was never a direct order to build the tunnels; instead, they developed in response to a number of different circumstances, most importantly the military tactics of the French and U.S. The tunnels began in 1948 so that the Viet Minh could hide from French air and ground sweeps. Each hamlet built their own underground communications route through the hard clay, and over the years, the separate tunnels were slowly and meticulously connected and fortified. By 1965, there were over 200 kilometers of connected tunnel. Most of the supplies used to build and maintain the tunnels were stolen or scavenged from U.S. bases or troops. Wi k ip e di a.org

ietnam is one of Asian most rapidly developing countries. Its economy has been growing in the recent years, the level of services has improved and the potential of local tourist industry has massively increased. Even though the Vietnam War (1959-75) left the country and its people in a terrible state, it appears that the painful memories are gradually settling down and the Vietnamese are ready to tell their stories to the Apr i l, 2009

world. Many tourists who come to Saigon (Ho Chi Minh City) are attracted by the nearby Cu Chi Tunnels. This intricate underground system of passages was used by the Viet Cong guerilla fighters as a refuge and center of operations during the Vietnam War. The tunnels are located about 70 km of the city of Saigon and all together feature a surpris-

â&#x20AC;&#x201D; 38 â&#x20AC;&#x201D;

ing maze of 250 km of underground corridors and rooms. The entire system dating back to the 1940s enabled the Viet Cong to control the whole surrounding rural area. What is fascinating here is the diversity of the tunnels â&#x20AC;&#x201C; people in fact lived here, spent years and years underground without seeing daylight for weeks at a time. There are kitchens, living areas, improvised hospitals, weapon factories and operation rooms, simply an entire city below the surface. In places, it was several stories deep and housed up to 10,000 people who were getting married, giving birth, going to school. They only came out at night to furtively tend their crops. The ground here is hard clay, which made the whole system possible. But even

Acti v e / A dv e n t u re : March, Pr iv ate ! Vi sit the Mi litar y Site s so, the planning and construction was incredible. People dug the corridors with hand tools, filling reed baskets and dumping the dirt into bomb craters. They installed large vents so they could hear approaching helicopters, smaller vents for air and baffled vents to dissipate cooking smoke. There were also hidden trap doors and gruesomely effective bamboo-stake booby traps. The strategic value of the tunnels was immense; they offered convenient access to U.S. military bases and enabled communication between the guerillas. Simply enough, the tunnels were a major and constant worry for the U.S. soldiers. Nowadays, tourists are welcome here. They may learn about the life in the tunnels, about the tactics of guerilla fighters as well as what life in the war felt like for common people. It is a very beneficial and deep experience for anyone. Being in Saigon and missing out on this impressive tour is from a touristâ&#x20AC;&#x2122;s point of view simply unacceptable. http://www.tourism-review.com http://www.diggerhistory.info

Apr i l, 2009

â&#x20AC;&#x201D; 39 â&#x20AC;&#x201D;

TRANSPORT Airport Hotels. Budget or Luxury? Ever got stuck in the traffic and missed your flight? An airport hotel might be an answer to such a problem. Leaving the image of uncomfortable, suspicious hotels behind, todayâ&#x20AC;&#x2122;s accommodation providers at airports endeavor to lure the most demanding business and leisure travelers. Get familiar with the many advantages of the airport hotels.

T ra n sport: Air p or t Hotel s. Bu dge t or Lu xur y?

THE TRANSITION OF AIRPORT HOTELS

here’s an interesting phenomena at airports these days. It’s called the hotel. Airport hotels have seen a surge in popularity during the past few years. Just look at the number of airport hotels that now have electronic arrival / departure boards tucked away in their lobbies.

Apr i l, 2009

Yes, in this era fraught with flight delays and cancellations it makes sense for many frequent travelers to stay near the airport. You don’t have to rush from a business meeting to the airport hours ahead of time, only to sit about a terminal packed to overflowing while there’s a good chance their

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flight might be delayed — or, even worse, cancelled. But the real surge in popularity isn’t coming from frequent travelers over-nighting, but from traveling executives who are finding airport hotels to be a good counterbalance to all of the craziness of the terminal between flights, or who want to avoid the hassle of traveling into a city just for a single meeting. Many business executives are using airport hotels as a haven for productivity – setting up their laptops in lobbies, restaurants and day-rooms. Others use the hotels as a place to chill out in a restaurant or spa, only a short walk or shuttle ride from check-in. It certainly beats trying to get work done amid the chaos of Gate 29B, and provides the opportunity to dine in a real restaurant, not some boisterous beer bar next to the newsstand. And thanks to alerts via cell phone and helpful hotel staff, there’s no longer that worry about missing your flight while you’re halfway through dessert. To take advantage of the trend a number of existing airport hotels are being renovated. According to PricewaterhouseCoopers in 2007 the industry spent $5.5 billion in renovating these properties, second only to luxury hotels. More luxury hotels are also moving nearer the tarmac including the InterContinental Chicago O’Hare (with an in-house theatre and art gallery) and the Radisson SAS at London’s Stanstead. As discount airlines such as JetBlue, Southwest and others who cater to the business traveler continue to expand into secondary airports, might luxury hotels follow? Then again, the lure of those airports is the lack of congestion that has driven travelers to those big airport hotels in the first place. http://ferriandpartners.com

T ra n sport: Air p or t Hotel s. Bu dge t or Lu xur y?

AVOID RUSHING TO THE AIRPORT many people all over the world miss their flights on a daily basis, generally because they don’t arrive at the airport on time. But, by staying in accommodation that’s close-by, there is less chance of getting stuck in traffic or finding yourself lost en route. On top of that, instead of having to leave hours in advance, you can spend the time saved catching up on some essential sleep. Therefore, if you have a flight to catch, there are many benefits to staying in an airport hotel. There are, however, a couple of points to remember. For instance, it’s a good idea to look into this option in advance, considering many of the airport hotels tend to fill up quickly. Also, if you don’t have a car with you, it’s advisable to check the details of transportation to and from the airport, including prices and times.

ndeed, airport hotels have come a long way since their introduction as an option for accommodation. In recent times the sector has developed faster than any other lodging type, with many offering improved facilities and higher levels of service. Primarily aimed at people travelling for business purposes, there are also a growing number of tourists choosing to stay in airport hotels. In fact, according to research, while half of the guests comprise business men and women, around 28 percent of those checking in are holiday-makers. And, when you look at the advantages, it’s easy to see why. The main reason that many opt to stay near the airport is of course, convenience. With many ho-

Apr i l, 2009

tels positioned no further than approximately 15 minutes travelling distance from airports, they provide an ideal solution for those with early morning flights. Not only that, but they are a great way to avoid rush hour traffic. Additionally, due to their location they are often far cheaper than their city counterparts, both in terms of parking costs and room rates. And, if you don’t have a car with you, it is quite common for the hotel to provide either a free or low cost bus service to the airport. Another great reason as to why airport hotels offer consumers an attractive option is the potential time that can be saved. Unfortunately, it’s a fact that

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So, with a bit of planning it’s easy to ensure you get to the airport on time. Not only that, but staying near the airport means you can take it easy; avoiding an unnecessary dash to catch your flight. By Adam Singleton http://articlesss.com

T ra n sport: Air p or t Hotel s. Bu dge t or Lu xur y?

HOW TO CHOOSE AN AIRPORT HOTEL at the airport by 5 a.m. You know what that means, even if you live only 45 minutes from the airport. If you aren't prepared to skip sleep, plan to book an airport hotel.

service sounds reliable. Obviously, at four-star hotels you probably won't have to worry about problems of this nature.

Step Two

Book a hotel with an on-the-go breakfast. This is usually a good plan for most travelers who are flying long jags and who don't want to spend a fortune on an Egg McMuffin at the airport. Many hotels offer complimentary breakfasts, but be sure to check the time. If you are very nice, perhaps you can arrange to pick up a muffin or piece of fruit in advance if you are to miss breakfast.

Cull a list of two or three that sound promising and research each one carefully. The Internet age is great for the modern traveler. If one hotel has five reviews and four of them claim they've found bed bugs, run! (Even one claim of bed bugs would make most of us run.) You can also do research by calling each hotel. If the staff is friendly and sounds professional when you call and if the hold time is minimal and directions to the hotel are clear, that's a good start.

Step Three Inquire as to whether there is a shuttle service. You want to make sure it's not only running, but running during the hour when you will be traveling. If the shuttle service runs every 20 minute like clockwork, you're in good shape. Be sure to read traveler's reviews carefully to make sure the shuttle

emember: it's more important to get a good night's sleep before your flight than to take the fanciest of car services the morning you depart. That said, you must look carefully at what it takes to find that good night's sleep of your dreams – just a heartbeat away from the airport. Learn how to select the best airport hotel for your needs.

Step One Look for a hotel very close to the airport. If you're booked for an 8 a.m. international flight you must be Apr i l, 2009

Step Four

Step Five Watch out for unsafe neighborhoods. For example, Newark, New Jersey has a great airport – in a very dodgy town. At this and many other airports around the world, just make sure you'll be staying in a safe area and that the incidence of crime is low. A good security system at the hotel is also important, especially in high-crime neighborhoods.

Tips & Warnings Remember to ask about deposit policies. Holds on your credit card can add up. Many hotels place a small hold on your charge card for incidentals, while some do not if you specify that you won't, for example, use the mini bar. Just ask. Try to avoid last-minute hotel purchases. If you must book a room spur-of-the-moment, be wary of the hotel with too many rooms available on a prime booking night. Also, in these instances, try to get the airport staff to recommend the best lodging in the area. http://www.ehow.com

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T ra n sport: Air p or t Hotel s. Bu dge t or Lu xur y?

AIRPORT HOTELS: THE BEST & THE WORST

oday’s hotel industry seems to be working in circles. Whereas it would be fair to say that people are beginning in general to prioritise function instead of luxury in city hotels, the opposite seems to be true of airport hotels. Tourists are tending to seek cheaper accommodation whilst abroad, thus leaving them more money

Apr i l, 2009

for other activities, such as visiting museums and eating out. Hotels are becoming symbols of pure necessity, not as a luxury item to be enjoyed. Confusingly, whereas tourists, especially from the business sector, used to view airport hotels as necessary evils and just a place to put ones head down whilst waiting for a flight, airport hotels are now in

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big competition with each other to provide the most luxurious asylum possible next to the runway. With such high competition and affordable prices at most of the world’s major airports, sleeping on the seats of the business lounge in order to avoid an airport hotel experience is no longer a regular option. Many places boast the perfect mixture of decadent modernity and convenience. In Europe, perhaps the best example of style in terms of airport hotels is the Kempinski Hotel Airport in Munich. Surely a more expensive downtown

T ra n sport: Air p or t Hotel s. Bu dge t or Lu xur y?

hotel would be proud of such innovation. Staying in Germany, there is the Radisson SAS in Frankfurt, a 19-floor feat of modern architecture with 428 modernist rooms and panoramic views of downtown Frankfurt. These German hotels do not fit the old reputation of shabby airport hotels in the slightest. Airport hotels are not necessarily expensive, contrary to popular belief. For example, the CitizenM

Apr i l, 2009

in Amsterdam can cost as little as 73EUR per night. Some say that the world’s most luxurious airport hotel is the Crowne Plaza Changi Airport in Singapore. It has almost all the features of pure modern luxury, including a swimming pool and numerous luxury facilities. Whereas similar hotels in city centres have routes to town squares, the $57 million Crowne Plaza Changi has a route to terminal 3 of Singapore airport.

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To the airport hotels with high standard of services there also belongs Novotel in Suvarnabhumi Airport, Bangkok which is marketed as a four-star hotel. It is situated only two-minute shuttle bus ride from Bangkok’s new Suvarnabhumi International Airport. The shuttle works 24 hour a day. The hotel’s interiors are stylish. There is a huge marbled foyer with a high ceiling and there are also glass walls. In its four restaurants, a customer may taste Japanese, Chinese, European or Thai cuisine. More active visitors may want to try the outdoor pool or the hotel’s fitness centre. For those who prefer pampering there is a large spa. Rooms themselves are also luxurious. They have marbled bathrooms. A guest may also enjoy Wi-Fi High speed wireless Internet service or large flat-screen television. There is a mini-bar and safe in each room. From the hotel it takes some 35 minutes by cab to the downtown Bangkok and approximately 30 minutes to the seaside resort town of Pattaya. At the Sydney Airport in Australia, there is Hotel Ibis, which has been opened in 2003. This facility is one kilometer from the Sydney domestic airport, and three kilometers from the international airport or 20-minute cab ride from Sydney Central. Its rooms are not very spacious but the services are satisfying. Rooms are equipped with a wall-mounted flat screen TV, internet and other amenities. However, there are not only good airport hotels. For example Manila Airport Hotel in Philippines, Riande Aeropuerto Hotel in Panama and Resort Britannia Country House Hotel in England are among those with rather bad reputation.

Photo: TR archive, Kempinski Hotel Airport Munich http://www.tourism-review.com

T ra n sport: Air p or t Hotel s. Bu dge t or Lu xur y?

AIRPORT HOTELS: ON-SITE LOCATIONS YIELD PREMIUM PERFORMANCE

average, hotels located on airport properties in major urban markets achieve performance premiums compared to similar-quality hotels located off-site near the same airports. This Apr i l, 2009

article attempts to identify/quantify these performance premiums. The analysis evaluated annual occupancies, average daily rates (ADR), and revenue per available

â&#x20AC;&#x201D; 46 â&#x20AC;&#x201D;

room (RevPAR) at 15 hotels located within major airports. We then compared their performance data to a control group of 15 hotels located off-site near the same airports. On-site airport hotels offer several advantages compared to off-site airport hotels, allowing them to charge higher rates. For example, the ability to walk directly between one's hotel room and the flight boarding area is more convenient than having to retrieve a rental car and get directions to an offsite hotel. On-site airport hotels also save travelers time and money related to ground transportation. If on-site airport hotels have meeting space, this adds to the convenience for meetings involving parties from multiple fly-in destinations. Finally, on-site airport hotels are particularly convenient for guests who experience flight delays or cancellations. In our comparison of on-site versus off-site airport hotels, we encountered numerous additional differences that could account for variances in performance between the two groups of hotels. For example, the on-site and off-site hotels typically have different brands. They may also have different service levels and amenities. They typically are at least slightly different in room counts and overall property condition as well. This study was most interested in attempting to isolate the performance premium that on-site airport hotels achieve specifically related to their onsite airport location. Therefore, in selecting the con-

T ra n sport: Air p or t Hotel s. Bu dge t or Lu xur y? trol group of off-site airport hotels, we attempted to identify the most closely competitive off-site airport hotel with respect to branding, service level, room count, amenities, and overall condition. To minimize the variance in performance due to these variables, we specifically focused on markets that had on-site and off-site hotels that were similar regarding most of these items. The aggregated data from these 15 matched pairs indicates that on-site airport hotels, on average, achieve significant performance premiums. As shown in the following table, the on-site airport hotels achieved an average premium in rates of 12.9%, based on annual data from calendar year 2007. On-site hotels achieved comparable occupancies to off-site airport hotels, representing an average occupancy premium of 3.1%. Therefore, the on-site airport hotels achieved an average RevPAR premium of 16.5%. Based on 2007 data, the aggregate occupancy for the 15 on-site airport hotels was 76.6% compared to 74.3% for the 15 off-site competitors in the control group. The aggregate ADR for on-site airport hotels was $146.71 compared to $129.91 for the control group. But this blended average can be better understood by breaking the matched pairs of hotels into two groups–markets where on-site airport hotels outperform their competitors and markets where on-site airport hotels underperform their competitors. Out of 15 matched hotel pairs, 11 indicated substantial performance premiums for on-site airport Performance Measures Occupancy ADR RevPAR

locations. In some markets, such as Chicago and Detroit, the RevPAR premium achieved by the onsite airport hotel exceeded 40.0% versus similarly branded and sized off-site competitors. The Hilton O'Hare in Chicago and Westin Detroit Metro Airport reap substantial benefits from cancellations and delays due to inclement weather during winter months. The inconvenience of driving to off-site airport hotels located near the nation's second-busiest airport is another reason why the Hilton O'Hare achieves such a large performance premium compared to its competitors. The on-site airport hotels in the 11 markets where they outperform off-site competitors demonstrate an average RevPAR premium of 34.2%. The other four pairs indicated similar or lower performance measures for on-site locations. In these markets, such as Dallas and Washington, D.C., on-site airports underperformed their off-site competitors. This can reflect differences in management, property conditions, property age, and other variables not isolated in our analysis. Some of the underperforming on-site hotels are very old. All of the on-site hotels that underperformed their off-site competitors are older properties or have not experienced a renovation as recently as their off-site competitors. The on-site airport hotels in these four markets demonstrated an average RevPAR underperformance of -21.1% compared to their off-site competitors. Several of the 50 largest airports in the United States do not have on-site hotels. While there are

On-Site Airport Hotels

Off-Site Airport Hotels

76,6 % $146.71 $112.39

74,3 % $129.91 $96.50

On-Site Premium 3,1 % 12.9% 16.5%

Sources: Company data, HVS Apr i l, 2009

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significant barriers to successfully developing airport hotels, some of these markets may represent good investment opportunities. If a hotel is successfully developed at an airport, it can benefit from barriers to entry, as most airports have very limited land that could be used for hotel development. If an airport has one or more of the following characteristics, it may be a good candidate for an on-site hotel: • Airport with high volume of direct flights • High volume of corporate travelers • Inconvenient ground transport outside airport • Inconvenient or expensive parking • Expensive rental car market • Harsh winter weather conditions A well-designed on-site airport hotel that is kept in good condition, located in a heavily traveled airport, especially in markets that experience inclement weather, can represent an opportunity to achieve above-market-average performance. By Hans Detlefsen (Director of HVS Global Hospitality Services, Chicago) http://www.hvs.com

De st i nat ion Iran â&#x20AC;&#x201C; a Modern Persia Iran or Persia? Persia or Iran? The land of hostile warriors or the cradle of civilization? Come and read not only about the renowned beauty of the Iranian cultural heritage but also about the latest trends in the local tourism industry. What are the successes? And challenges? Who visits the country anyway?

Desti nation : Iran – a Mo d e r n Pe r si a

GROWING DEMAND FOR TRIPS TO IRAN?

here is a strong demand for German tourists to visit Iran, according to a German tour operator. Talking to IRNA in Berlin on the sidelines of the 43rd ITB Berlin Tourism Fair, the director of the Orient Express Travel Agency, Hartmut Niemann said, "There is a much stronger demand for Germans to travel to Iran than last year. We hope this trend will continue this fall," he added. Other German tour operators had also reported a major increase in the number of tourists visiting Iran last year, according to press reports. The Munich-based Studiosus Reisen Travel Agency which is the largest tour operator of culture and nature special interest group tours in Germany, said Iran had become one of the top destinations for German tourists in the Middle East in 2008. Studiosus which is in charge of the travel arrangements of 101,800

Apr i l, 2009

tourists every year, reported earlier a stunning 91 percent surge in the number of tourists traveling to Iran. Meanwhile, Niemann said Iranian tourism was less affected by the global financial and economic crisis since it was not a destination for mass tourism like Turkey or Dubai. "One could say Iran may actually benefit from the economic crisis in the long-run," the travel expert said. He pointed to major progress in Iran's tourist sector since 2001. Niemann urged Iran's tourist industry to boost advertising abroad and to open tourism bureaus in major German cities. He said the biggest problem of Iranian tourism is its weak marketing at the international level. “This weakness negatively influences promotion of Iran tourism and the number of tourists visiting Iran,” he said. He welcomed Iran's move to issue 14-day visas at airports, border crossings and sea ports. The

Foreign Tourists’ Visit Iran

The available statistical facts suggest that in 1969 some 241,198 tourists visited Iran. In 1975, the figure almost doubled and increased to 588,768 persons. However, after the victory of the Islamic Revolution and the emergence of the Iran-Iraq imposed war, the influx of tourists reached its lowest level. The disincentives resulting from the war, the antiWestern stance of the revolutionary regime, and the restrictions on visas all discouraged tourism after 1979. Visitors to the famous sites of Persepolis, Pasargard, and Esfahan dwindled; the number of tourists fell from a high of 695,500 in 1977 to 62,373 in 1982. In wake of the new tourism policies, in 1997, Iran managed to attract some 764,092 tourists, a figure close to the booming days of the tourism industry in the pre-Islamic Revolution era. From then on, the number of visitors to the country increased significantly. In 2000 there were 1,341,762 tourists, in 2004 the number grew to 1,659,000 visitors and in mid 2008 around 2.5 m travelers toured the country. C hnpress .c om, L c w eb2.l o c .g ov

travel agent hailed also Iran's decision to remove the need for foreign tourists to pay with US dollars for their hotel rooms which had been viewed as discriminatory by many tourists.

Favorable Destination Iran has always been a target tourism destination for countries ranging from Arab states and Southeast Asia to Europe. Announcing this, the head of the Headquarters for Publicity and Exhibitions of Iran Cultural Heritage, Handicrafts and Tourism Organization (ICHHTO) said the division of countries into major groups is in line with the development of tourism sector and the objectives of 2025 Vision,

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Apr i l, 2009

Arabian Travel Market 2009 5–8 May 2009 Dubai International Convention and Exhibition Centre

One Event, Unlimited Destinations

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Register Today and Unlock Your Middle East Business Potential In the Know Find out who’s exhibiting plus more about their products and services with our email newsletters.

Content Driven Be the first to know what seminars, press conferences and launches are scheduled at the event.

Plan Ahead Find exhibitors who meet your needs and start scheduling appointments.

Save Time Avoid the queues onsite, registering online means you get your badge almost instantly via email.

Networking Plan ahead by registering early and ensure you know what networking opportunities are available on and off the show floor. Travel Savings Register early and receive savings on flights and hotel bookings.

Register now at: www.arabiantravelmarket.com/register09 Arabian Travel Market Customer Service Helpline: +44 (0)208 271 2158 Arabian Travel Market is held under the patronage of the Government of Dubai.

Desti nation : Iran – a Mo d e r n Pe r si a

The leading travel exhibition for the Middle East and pan Arab region

www.arabiantravelmarket.com

Desti nation : Iran – a Mo d e r n Pe r si a

Quick facts

Population: 69,515,000 Capital: Tehran (7,352,000) Total size: 1,648,000 km2 Land size: 1,636,000 km2 Water: 12,000 km2 Intl. calling code: +98 Currency: Iranian Rial (IRR) Itto.org

according to which Iran should attract 1.5 percent of world tourists by 2025. Mohammad Hossein Barzin added that Bahrain, Syria, Saudi Arabia, the United Arab Emirates, Oman, Lebanon, Kuwait and Iraq, due to their cultural and religious commonalities and also due to Iran’s potential in the field of religious tourism, top the list. “Iran has always been at the center of attention of tourists from southeast Asia and the Indian subcontinent, including Japan, China, Malaysia and Thailand as a tourism attraction,“ he said. Barzin pointed out that countries such as France, Germany, Italy, Spain, Sweden and Finland in Western Europe and Scandinavia also top the list of countries with the highest number of tourists, particularly in the field of ecotourism. “We are planning

Apr i l, 2009

to take part in exhibitions planned in the American and Oceania continents with the aim of familiarizing tourists with Iran tourism attractions,” he said. The official pointed out that Iran attended 21 international tourism exhibitions in different parts of the world in 2007-8. “We managed to portray a clear picture of Iran’s historical, natural, cultural and tourism attractions to the people of the world,” he said. Barzin said programs for 2009 include participation in 28 international tourism exhibitions across the world. Photo: Irpedia, Wikipedia http://www5.irna.ir http://ae.zawya.com

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Desti nation : Iran – a Mo d e r n Pe r si a

THE LAND OF PROUD CIVILIZATION AND INSPIRING ART i

Say

the word Persia to Europeans or North Americans and the conversation is likely to move to fine art, ceramics, tiles, carpets or poets. Say the word Iran and the topic of terrorism or religious fundamentalism are most likely to arise. This is quite odd, as Persia and modern-day Iran are indeed the same land. Iranian tourist organisations intend to change this situation and promote local tourist attractions. Present Iran was historically referred to as Persia until 1935 when Reza Shah Pahlavi formally asked the international community to call the country by its native name, Iran. But In 1959 due to controversial debates over the name, it was announced that both could be used.

Persian Culture With a long-standing and proud civilization, Persian culture is among the richest in the world. Two Apr i l, 2009

and a half millennia of inspiring literature, thousands of poets and writers, magnificent and impressive architecture, live customs dating back to Zoroastrians over 3000 years ago, and other unique characteristics of the nation are rivaled by only a few countries. Throughout the history, this grand treasure of Persia was gradually transferred to eastern and western nations. Iran's significant contribution into the world civilization in many respects is indispensable. Among the ceremonies still being held are Norouz, Charshanbeh Suri, Sizdah Bedar, Yalda Night and Haft Sin. Another eminent feature of Persian culture is art. In fact culture and art are two closely interwoven concepts forming the soul of human civilizations. Persian exquisite carpets, subtle soulful classic music, outstanding tile work of unique blue mosques, old influential architectural style and countless brilliant literary works are famous in the world. Undoubtedly, in this melting pot of civilization everybody will be overwhelmed by the beauties of the country and the depth of nation's colorful and lively culture.

Cities

Tehran Iran is not blessed with one of the world's loveliest capitals. Pollution, chronic overcrowding and a lack of responsible planning have all helped to make Tehran a metropolis that even

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Religious tourism and visits to friends drive demand

Traditionally, only wealthier Iranians travel abroad. The main purposes of travel are visiting friends and family and religious tourism. However, with increasing purchasing power as a result of oil revenues, and following Iran’s signing of cooperation agreements with some Islamic countries in Asia, departures to destinations such as Thailand and Malaysia may start to increase further. Although customized packages to these destinations could add value to travel agents’ offerings, religious tourism packages and flight only will remain the fastest growing and most lucrative types of travel. Eurom on itor. c om

the most effusive travel agent would have difficulty praising. If you're expecting an exotic crossroads steeped in oriental splendor, you'll be sadly disappointed. The distances are vast, the traffic is shockingly bad and the main sights are spread out. However, the hotels are good, the variety of restaurants is impressive, the facilities are far ahead of those anywhere in the provinces and the Tehranies are friendly. The major attraction for visitors is the city's excellent museums. Tehran developed from a moderately prosperous trading village into an elegant, if dusty, city. European visitors wrote of its many enchanting vineyards and gardens. In 1789, Agha Muhammed Khan declared Tehran his capital, and six years later he was crowned as Shah of all Persia.

Desti nation : Iran – a Mo d e r n Pe r si a

Pros and Cons

Iran currently ranks 68th in tourism revenues worldwide. Iran with attractive natural and historical sites is rated among the 10 most touristic countries in the world. Close to 1.8% of national employment is generated in the tourism sector which is slated to increase to 10% in the next five years. Weak advertising, unstable regional conditions, a poor public image in some parts of the world, and absence of efficient planning schemes in the tourism sector have all hindered the growth of tourism. Wi k ip e di a.org

From the early 1920s, the city was extensively modernized on a grid system, and this period marked the start of phenomenal population growth and uncontrolled urban development that continues to this day. Today Tehran is so vast that getting hopelessly lost at least once is a near certainty. Shiraz Shiraz was one of the most important cities in the medieval Islamic world and was the Iranian capital during the Zand dynasty (1747-79), when many of its most beautiful buildings were built or restored. Through its many artists and scholars, Shiraz has been synonymous with learning, nightingales, poetry, roses and also wine! Today Shiraz is a relaxed, cultivated city, with wide tree-lined avenues and abundant monuments, gardens and mosques to keep most visitors happy for several days. The university here is one of Iran's finest, and you'll come across lots of students eager to speak English.

Apr i l, 2009

Yazd One of the oldest cities of Iran, with desert architecture, an important Zoroastrian center since Sassanian time that has kept Fire Temple and Dakhmehs (Towers of Silence), a prosperous city standing at the crossroads of the most important caravan routes from central Asia and India to the south and West has the name of Yazd. Marco Polo, who came here on his way to China in 1212, called it "The Good and Noble City of Yazd". Kerman Kerman is situated at the edge of Lut Desert and was built in the third century A.D. by Ardeshir I. Great Friday Mosque, Bazaar, Ganj–Ali Khan Bath and Museum, Jabalieh and Green Domes, traditional refrigerators, in addition the Tomb of the great Sufi leader Shah Nematollah Vali are the most important tourism attractions in Kerman, a city which is also renowned for carpet, cupper, pistachio and marble.

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Persepolis Takht–e Jamshid or as the Greeks called it, Persepolis, is a ruined capital of the ancient Iran, about 60km north-east of Shiraz. It is one of the greatest artistic legacies of the ancient world, founded by Darius I (550–486 B.C. ), an Achaemenid king, in 518 B.C. He intended to build a capital in his homeland unique throughout history. He decided to found the capital on the slope of a mountain now called Rahmat, located in the Marvdasht plain, regarded as a holy place by him. Takht–e-Jamshid was completed by Xerxes and Artaxerxes I who ruled Iran from 486 to 465 B.C. and from 465 to 425 respectively. The palaces were used by the Achaemenid kings up until they were destroyed by Alexander in 330 B.C. Photo: Iran Gashttour http://www.irangashttour.com http://www.irpedia.com

Desti nation : Iran – a Mo d e r n Pe r si a

ESFAHAN: THE FLORENCE OF IRAN

lorence of Orient, Persia's masterpiece, the Intrigue of Iran and the half rhymed famous adage "Esfahan Nesf-e Jahan" (Esfahan is half the world) all are to describe the splendor of a city shining along its life-giving river at the heart of Iran. When you tread into the city it seems as if it has been preparing itself for an impromptu royal visit. It is a city of inspiring architecture, elegant mosques,

Apr i l, 2009

churches, graceful palaces, beautiful gardens and gorgeous bridges, a city made for the refreshment of humanity as Robert Byron says. In Esfahan you can hardly find a street without a wide central pedestrian reservation of trees, fountains and flowers. Behind every corner you stumble upon spectacular remainders of rich past. In its heyday under Safavid dynasty when the city flour-

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ished and gave birth to its outstanding Islamic and Iranian architecture, Esfahan was a large city with a population of one million and owned many parks, libraries, public baths, shops and mosques that amazed western visitors, who had not seen anything like that at home. One of the great works of Shah Abass in that period was "The Pattern of the world" or Naqsh-e Jahan Square which is a real jewel in Isfahan's crown. This majestic collection of buildings fits money, worship and aristocratic pleasures together in deliberate visual harmony. Somewhere in the west of Imam Square, a beautiful tree-lined boulevard, offers delightful hours of walking under its cool green shades. Chahar Bagh is the main street of Esfahan and traverses Zayandeh Rud through Si-o-se Pol. Zayandeh Rud is crossed by some of the world's most picturesque covered bridges. Another sight worth spending hours of strolling is the city's four-mile labyrinthine bazaar, with its majestic Qeysarieh Portal in imam square. As Iran's artistic and craft centre and Esfahan's world famous fine carpets, handicrafts and textile, Grand Bazaar of Isfahan would be a charming adventure for shopaholics. Andre Malraux, the famous French author and adventurer says: "Who can claim to have seen the most beautiful city of the world without having seen Esfahan?" therefore, do not hesitate to visit the Florence of Iran whose well-proportioned mosques whose turquoise blue dome and minarets rival the color of the sky.

Desti nation : Iran â&#x20AC;&#x201C; a Mo d e r n Pe r si a

Landmarks Ali Qapu Palace

The name Ali Qapu, meaning "Magnificent Gate", was given to this place as it was right at the entrance to the Safavid palaces which stretched from the Maidan Naqsh-e-Jahan to the Chahar Bagh Boulevard. Built at the very end of 16th century, the royal palace was used to entertain noble visitors, and foreign ambassadors. Ali Qapu is 48 meters high and has got five floors, fronted with a wide terrace whose ceiling is inlaid and supported by wooden columns. It offers a wonderful perspective over the square and the best view of Imam Mosque. The interior of the building is decorated with naturalistic scenes by Reza Abbassi, the renowned Persian miniaturist and painter. On the upper floor the music room is also decorated with plasterwork, representing pots and vessels. Chehel Sotun (Pavilion of Forty Columns)

This building, now a veritable museum of Persian painting and ceramics, was a pleasure pavilion used for the king's entertainments and receptions. It stands inside a vast royal park, but relatively near the enclosure, and was built by Shah Abbas II around an earlier building erected by Shah Abbas I. An inscription states that the decoration and frescoes were finished in 1647. Only two large historical frescoes date from the later period of the Zand dynasty. Unfortunately, the Chehel Sotun has been badly damaged since then, especially when the Afghans occupied the town and covered the paintings with a thick coat of whitewash. It is now being extensively restored under the aegis of the Institute Italiano Per il Medio Orient. The pavilion opens onto the gardens by means of an elegant terrace, only a few steps high and Apr i l, 2009

supported by slender, delicate wooden pillars. In reality, there were never more than twenty columns, but they were reflected in the pool in the park, and so the Persian liked to call the building the "pavilion with forty columns" (besides, the number 40 had a symbolic meaning in Persia and expressed respect and admiration). Hasht Behesht Palace (The Eight Paradise)

Hasht Behest, a two story palace, locating in the middle of Bagh-e Bolbol, was built about 1669 by Shah Sulieman's commission. It was once surrounded by a vast garden and similar buildings, of which nothing remains except this interesting and beautiful palace. It consists of an almost octagonal

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base on which four Eivans and four smaller sets of chambers are raised, while the centre is surmounted by a spectacular ceiling. The domed ceiling of the main reception room is painted in purple on a glittering gold base. Painted tile designs of birds, animals, and hunting scenes, found on the spandrels of the outer blind arches, enliven the facades of Hasht Behesht. the palace owes its fame, apart from its architectural and decorative merits, to the lavish use of marble slabs, stalactite vault decorations, excellent tile works dotted with scenes of animals (birds, beasts of prey, and reptiles) covering the building on the outside.

Desti nation : Iran – a Mo d e r n Pe r si a during the restoration and repair of the building and no one could make the system work again.

The Bridge of Allahverdi Khan or Si-o-se Pol (bridge with 33 arches)

The Bridge of Allahverdi Khan crossing the Zayandeh Rud is a continuation of Chahar Bagh, the principal street in Isfahan. Built at the beginning of the 17th century on the order of Shah Abbas, it is named after a famous general who was put in charge of the work. It is also called the Bridge of 33 Arches, or Si-O-Se Pol. It is said that the bridge originally comprised 40 arches however this number gradually reduced to 33. It is the longest bridge in the city and is 45 feet wide and 175 yards long. Although it looks impressive, it does not have the same archaeological or aesthetic interest as the two other bridges farther downstream.

Bazaar-e Bozorg

The Bazaar of Isfahan, the heritage of the Saljuqid and Safavid era is one of the oldest and largest bazaars of the Middle East. It stretches between Imam Sq and the Jameh Mosque several kilometers away. The bazaar can be entered at dozens of points along its winding route, but the main entrance is via the Qeysarieh Portal at the northern end of Imam Sq. the high gateway is decorated with tiles and, higher up, frescoes by great Reza Abbasi, depicting Shah Abass' war with the Uzbeks. Like most Iranian bazaars, Bazaar-e Bozorg is loosely divided into several interconnected corridors, each specializing in a particular trade or product, with carpet dealers, goldsmiths, samovarmakers, shoe makers, dyers, all having their own quarters. You can also find several mosques, tea shops, bathhouses, and even gardens. Small apertures in the vaulted roof let in sufficient light yet kept out the intense heat of summer and retained warmth in winter.

The Bathhouse of Sheikh Bahai (Hamam-e Sheikh Bahai)

The bath of Sheikh Bahai is located in a small street named after him in the southern section of the old bazaar close to the Masjed-e-Jomeh.the bathroom derives its principal fame from the story that it was warmed by a single candle, which was placed in a closed space and never needed renewing. The candle was rather larger than the ones we use on tables, and the clay pipes which circulated the water became unusable many years ago. According to his own instructions, the candle's fire would be put out once disclosed. This happened

Apr i l, 2009

Photo: TR.com, Wikipedia http://www.irpedia.com

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Desti nation : Iran – a Mo d e r n Pe r si a

KISH ISLAND: THE GEM OF THE PERSIAN GULF

Its calm coasts are covered with coral sands that shine in the sunlight, creating a unique and fascinating sight. The clear coastal waters allow one to view several meters deep into the sea and watch the beautiful movement of the fish. Diverse plants and native trees, as well as a pleasant climate seven months a year are among the outstanding characteristics of the island. The island has attracted many tourists, travelers and writers throughout history due to these very characteristics. Among those who have written in praise of this island are Niarkhous, the Greek navy commander who traveled to Kish in 225 B.C., and wrote about its beautiful palm fields, Marco Polo, Ibn Batuta and Hamdullah Mostofi, as well as Ms. Fatemeh Al Ali the contemporary Kuwaiti writer who traveled to Kish in February 2002 and compared the island to a “gem on a king’s crown”.

Tourism

ith a beautiful silvery beach, clear water, abundant date palms and acacia trees, Kish is a visual treat for everybody. This oblong island, about eight by four miles, gained a deservedly great importance in 12 A.D. when it replaced its more ancient rival Siarf which at that time was destroyed in a horrible earthquake. Apr i l, 2009

The Pearl of the Persian Gulf Kish Island has a unique situation in the strategic Persian Gulf region among tens of large and small islands. This island is so beautiful and attractive that it has become known as the Pearl of the Persian Gulf since ancient times.

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Around 40 years ago, when a group of western experts came to the island to survey its tourism situation, they compared it with the best tourist islands in the world and predicted a bright future for it. Since then Kish Island has taken long and proud strides in order to realize the position that it deserves. Due to its natural attractions, pleasant weather more than seven months a year, and several recreational and sports centers, today the island has turned into a favorite tourism destination in Iran and the region. The coral coasts of Kish Island have a special glow under the sunlight. The seawater near the coasts is so clear, that one can see the depths of the sea and all its aquatic life that are unique in their kind. These beaches are safe and there are no dangerous creatures in the region; thus those interested in fishing and swimming can go for their favorite sports. Tour-

Desti nation : Iran – a Mo d e r n Pe r si a ists can benefit from Kish beaches, sea and sun all year round.

Tourist Attractions Kish has a variety of tourist attractions that can be of much interest to a wide category of tourists. Its untapped nature, beautiful beaches and green areas, alongside the clear azure waters of the Persian Gulf have created a unique combination. Due to the short time the tourists have for visiting different places on the island, they usually prefer to visit the following attractions: The Ancient Town of Harireh

Most probably the ancient town of Harireh is the same town mentioned by the renowned Persian poet Saadi in his book Golestan. According to the writings of Iranian and Arab historians, the town of Harireh had been located in the center of the northern part of the island, where the ruins of the city can be seen today. Visiting this ancient town is an opportunity to get acquainted with the island’s history while having a nice time at the Green Tree Recreational Complex, situated near the ancient city. Ancient water cellars

The inhabitants of Kish, in the past, used a kind of traditional storage system to gather rainwater. These storages were dug in the ground and built

with a domed roof. With the emergence of water desalination facilities, these storages lost their significance. But their remnants are still an interesting site for tourists to visit. Underground Town of Cariz

The Kish qanat is more than 2,500 years old, and currently it has been converted into an underground town at a depth of 16 meters below the surface, with an area of more than 10,000 sq m. In the reconstruction of this qanat named Cariz, spaces have been allocated to handicraft stalls, restaurants and traditional teahouses, amphitheaters, conference centers, and Apr i l, 2009

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art galleries. Efforts have been made to preserve the traditional and historic fabric of the site. Sunset by the Greek Ship

Years ago, for some unknown reason, a Greek cargo ship got close to Kish’s coasts and was stuck in the mud. Watching the sunset beside this ship is fascinating and the atmosphere created to rest near the ship is very popular with tourists. Photo: Kish Trade Promotion Center, Wikipedia http://www.kishtpc.com http://www.irangashttour.com

Desti nation : Iran – a Mo d e r n Pe r si a

DEVELOPMENT IN TOURISM INDUSTRY NEEDS REVISING

hen we compare Iran with other countries like Turkey, India, Morocco and Tunisia which are rather equal with our country in facilities and equipments, a glance at Iran's ancientness, history, strategic situation and weather conditions shows that we need a thorough revision in the infrastructure of our tourism industry. Apr i l, 2009

According to numerous studies and analyses of the weaknesses and strengths, in order to empower positive aspects and weaken negative ones, changing the present situation seems to be a "necessity". Using the experiences of the successful countries that provide safe and sound environment for tourists and give them the opportunity for sight-

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seeing, should be considered as the first and basic step in solving the related problems. What is necessary is to decrease the government's interference to the lowest possible level, support private sector, especially NGOs involved in the development of the tourism industry, not only make the minds and the ideas behind the issue stronger, but also pave the way for foreign investments and expansion of tourism industry. On the other hand, cooperating with related and effective organizations as "Ministry of Foreign Affairs", "Customs Office", "Cultural Heritage, Handicrafts and Tourism Organization", "Health Services", "Transport" is the second step in approaching our goal. To reach our ideals, we need an analytical look and study the present situation based on hard data and a perfect analysis of the existing situation. The deep gap between the number of Iran's tourist attractions and the number of tourists, entering our country shows that there should be a serious, scientific and realistic review of the matter. To treat tourists respectably shows them hospitality, generosity and understanding of our nation. It makes an easy access to the world of tourism and helps us establish a correct interaction and cooperation with other countries.

Positive Points and Opportunities Ancientness & Reputation

Based on the historical texts and some educational schoolbooks of foreign countries the word "Persia" means greatness and magnificence. This

Desti nation : Iran – a Mo d e r n Pe r si a concept by itself can guarantee success regarding tourism industry. Works let by the Muslims and NonMuslims sightseers as Moghadasi, Ibn-e-Hooghel, Ibn-e-Batoote, Abudelf, Angel Burt Campfer and the others, are indisputable evidences for nothing but Iran's first rank in strategic situation, historical background, ancient civilization, tourism attractions etc. Attractions & Eco-Tourism

Natural sights, geographical phenomena, sea and seashores, weather conditions, mountains, mineral hot waters, sulfuric fountains, winter resorts, historical and artistic monuments, museums, antiques and the other endowments have created an outstanding and specific situation for Iran. Rich Culture of Hospitality

Iranian people are famous for their hospitalities and those who visit Iran admit it. It is a well-known character for our people and referring to the travel accounts of world great sightseers can prove it.

Government plans to make tourism a key economic driver

Iran’s fourth 5-year tourism plan, and its 20-year tourism outlook plan, emphasizes the government’s willingness to boost the country’s tourism. Projected figures indicate a very strong commitment to making tourism a key driver of the national economy. However, while Iran’s geography, nature, culture and religious landmarks are highly appealing, and could easily make the country a prime leisure tourism destination, it is plagued by negative press and a weak international image. This is characterized by a perceived instability, and strong extremism and rejection of Western values. These factors represent major barriers to be overcome if Iran is to achieve its tourism objectives. Eurom onitor.c om

Apr i l, 2009

Religious Motives

The tendency and desire of Muslims of the world for traveling to Iran, paying a visit to holy shrines and enjoying natural gifts (particularly north region of the country) which suit their Islamic culture are suitable ground for attracting and inviting our coreligionists. Art & Cultural Attractions

Among all kind of tourists visiting foreign countries, tourists who are interested in knowing different cultures, tend to study and review intellectual and

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cultural aspects of the host countries. Considering the importance of the matter, we should consider such tourists as our official messengers and missionaries to their homes. Moreover, it is the other notable aspects of our country. Budget Destination

During the past years, reduction of the value in our currency, comparing to the foreign exchanges has caused the price to decrease. Since tourists generally prefer to visit less expensive countries to pay less for their accommodation, food, amuse-

Desti nation : Iran â&#x20AC;&#x201C; a Mo d e r n Pe r si a ment etc. it give us great chances to provide them with the acceptable services during their journey to our country.

Challenges and Threats Lack of Culture of Interaction

Unfortunately, based on the narrow-minded and one-sided interpretations, some people believe tourism and tourists respectively as vagrancy and unbelievers. These people do not pay any attention to the real meaning of tourism or are unable to understand and analyze the effects, the results and the advantages of developments in tourism industry. These personal and shallow understanding eventually cause troubles and sufferings for them, their friends and decision makers of the country, while tourism industry leads to vast cultural, educational, social and economic aspects. In the last two decades, due to a worldwide and negative propaganda against Iran, our country was introduced as a severe religious country to the world, so it is very improbable for recreational tourists to choose this country as a destination, rather traveling to other places with much less trouble and expenses. Therefore, cultural com-

munication, clear understanding and modifying our approaches to the tourists and tourism should be necessarily considered as the vital elements through paving the ground for providing peace for them. Shortage of Effective Marketing Strategy

Passing about three decades from the victory of the Islamic Revolution of Iran, there has not been clearly defined any suitable strategy regarding attraction of tourists. Therefore, the related approaches to tourists marketing in all kind of travel destinations, meetings, seminars and exhibitions has been left unsaid. Accommodation & Staff

Nowadays, tourists are not looking for expensive and luxurious places, instead most of them are willing to pass their time in less expensive but comfortable and peaceful places. Therefore, the shortage of three star hotels as well as clean motels causes many difficulties. The only solution is a close and profound attention to the subject. Employing unqualified staff in resorts who behave unskillfully toward tourists especially foreign ones, has also negative effects on the issue.

Local hotels are poorly managed and serviced

Growth of international tourist arrivals to Iran is hindered by its weak tourism infrastructure, notably in terms of travel accommodation. The country offers few luxury and high-end outlets that can truly match international standards of luxury in the hospitality business. Local brands of hotels dominate but are poorly managed and serviced. The lack of foreign brands and international hotel groups makes it difficult for foreign visitors to choose an outlet, due to lack of trust. Members of the hotel union are trying to address these concerns. The starting point is the training of human resources and the refurbishment of key outlets in and around Tehran. Eurom on itor. c om

Unsatisfactory Air & Road Transport

Considering the current limitations and sharp growth in population rate, there is a great shortage in transport services provided to tourists when traveling to their resorts. If there is an appropriate budget allocated for removing the problem, we can approach our goals more easily. Shortage of Services & Information Offices

In all tourist-attracting countries, there are many agencies responsible for guiding and helping tourists. There are also embassies and cultural centers presenting remarkable activities in this regard. Unfortunately, not enough attention has been paid to the subject and its possible effects in our country. (Text shortened) Photo: Iran Gashttour, Irpedia By Dr. Abdol Hamid Haji pour http://www.sct.gov.sa Apr i l, 2009

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Fairs & Exhibitions T r av e l / To u r i s m

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Fairs & E x hibition s : Apr il , 2009

Western Europe

Travel Expo Location

Palermo / Italy

Start / End

17 April 2009 / 19 April 2009

Provider

Travel Expo

Contact

marketing@travelnostop.com

Freetime 2009 Location

Jyväskylä / Finland

Start / End

18 April 2009 / 19 April 2009

Provider

Jyväskylä Fair Ltd.

Contact

info@jklmessut.fi

VisitScotland Expo 2008

Fruhjahrsmesse Location

Dornbirn / Austria

Start / End

02 April 2009 / 05 April 2009

Provider

Dornbirner Messe GmbH

Contact

helmut.haefele@messedornbirn.at

BMT Location

Napoli / Italy

Start / End

03 April 2009 / 05 April 2009

Provider

PROGECTA SRL

Contact

info@progecta.org

Location

Glasgow / UK

Start / End

22 April 2009 / 23 April 2009

Provider

Scottish Tourist Board

Contact

anne.sykes@visitscotland.com

Le Salon du Randonneur Location

Lyon / France

Start / End

24 April 2009 / 26 April 2009

Provider

expocinq

Contact

lpons@expocinq.fr

The GetAway! Show Location

Milton Keynes / UK

Start / End

25 April 2009 / 26 April 2009

Provider

YPL Exhibitions

Contact

sharon.y@yandellmedia.com

CULTOUR, International Cultural Travel Fair Location

Düsseldorf / Germany

Start / End

15 April 2009 / 16 April 2009

Provider

G.S.A.R. Marketing

Contact

gsar@gsamark.com

More events related to Travel/Tourism can be found here If you are an event provider you may consider to place your event in the above category, please click here If your event already is in the list you may consider using the enhanced listing. For replacement just click here

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Fairs & E x hibition s : Apr il , 2009

CENTR AL Europe

TOURSIB International Exhibition of Travel and Tourism Location

Novosibirsk / Russia

Start / End

09 April 2009 / 11 April 2009

Provider

Siberian Fair

Contact

toursib.sibfair.ru/eng/ tig@sibfair.ru

Description

TOURSIB 2009 – international specialized exhibition of tourism. TOURSIB is an ideal business forum where major domestic and international companies and associations of tourism industry meet under one roof. Participation will give a good view of the latest tendencies of the Siberian tourism market new contacts and new clients. Exhibitors from other countries and regions will find this event to be a perfect doorway to the burgeoning tourism market of Siberian region!

European Congress on Health Tourism Location

Budapest / Hungary

Start / End

01 April 2009 / 03 April 2009

Provider

Europe Health

Contact

www.congress-echt.com info@congress-echt.com

Leisure Without Borders Location

St Petersburg / Russia

Start / End

09 April 2009 / 12 April 2009

Provider

Restec Exhibition Company

Contact

express@restec.ru

The Moscow Golf Show Location

Moscow / Russia

Start / End

23 April 2009 / 24 April 2009

Provider

aiGroup

Contact

moscow@aigroup.ru

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Fairs & E x hibition s : Apr il , 2009

Africa/MIDDLE EAST AITF International Travel & Tourism Fair Location

Baku / Azerbaijan

Start / End

16 April 2009 / 18 April 2009

Provider

Iteca Caspian Ltd ITE Group Plc

Contact

tourism@iteca.az

World Holiday & Travel Fair Location

Johannesburg / South Africa

Start / End

17 April 2009 / 19 April 2009

Provider

Thebe Exhibitions & Projects

Contact

info@worldtravelfair.co.za

The leading travel exhibition for the Middle East and pan Arab region

Register Today and Unlock Your Middle East Business Potential In the Know Find out who’s exhibiting plus more about their products and services with our email newsletters.

Content Driven Be the first to know what seminars, press conferences and launches are scheduled at the event.

Arabian Travel Market 2009 Plan Ahead Find exhibitors who meet your needs 5–8 May 2009 appointments. and start scheduling

Dubai International

Save Time Avoid the queues onsite, registering online means you get your badge via email. Conventionalmost andinstantly Exhibition Centre

One Event, Unlimited Destinations www.arabiantravelmarket.com

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Fairs & E x hibition s : Apr il , 2009

North America

Indianapolis Travel, Adventure & Culinary Experience Location

Indianopolis, IN / United States of America

Start / End

24 April 2009 / 26 April 2009

Provider

Indianopolis Vacation Expo

Contact

shows@rocketstarshows.com

Travel South Showcase Location

Kissimmee, FL / United States of America

Start / End

04 April 2009 / 08 April 2009

Provider

Travel South USA

Contact

info@travelsouthusa.com

Sport Events Congress Location

Quebec / Canada

Start / End

14 April 2009 / 16 April 2009

Provider

Canadian Sport Tourism Alliance

Contact

info@canadiansporttourism.com

World of Accor Los Angeles Location

Los Angeles, CA / United States of America

Start / End

23 April 2009 / 23 April 2009

Provider

Accor Hotels

Contact

thomas.milazzo@accor.com

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Fairs & E x hibition s : Apr il , 2009

Asia & Pacific

Annual Meetings & Events Industry National Conference Location

Adelaide / Australia

Start / End

05 April 2009 / 07 April 2009

Provider

MEA

Contact

mea@mea.org.au

East Asia International Travel Fair Location

Dalian / China

Start / End

17 April 2009 / 19 April 2009

Provider

China National Tourism Administration and Dalian Municipal Government

Contact

marysun@vip.163.com

Caravan, Camping, 4WD & Holiday Supershow

Food & Hotel Indonesia Location

Jakarta / Indonesia

Start / End

01 April 2009 / 04 April 2009

Provider

P. T. Pamerindo Buana Abadi

Contact

fhindo@oesallworld.com

Retail Indonesia 2009

Location

Sydney / Australia

Start / End

18 April 2009 / 26 April 2009

Provider

CIA (Caravan Industry Australia)

Contact

show@cciansw.com.au

International Conference on Accessible Tourism Location

Singapore / Singapore

Start / End

22 April 2009 / 24 April 2009

Provider

The Disabled People’s Association

Contact

secretariat@dpa.org.sg

KITF Kazakhstan International Travel & Tourism Fair Location

Almaty / Kazakhstan

Location

Nusa Dua, Bali / Indonesia

Start / End

23 April 2009 / 25 April 2009

Start / End

01 April 2009 / 04 April 2009

Provider

Iteca ITE Group Plc

Provider

PT. Pamerindo Buana Abadi Allworld Exhibitions

Contact

tourism@iteca.kz

Contact

The Sunday Mail Escape Expo Location

Brisbane / Australia

Start / End

04 April 2009 / 05 April 2009

Provider

Organisers International

Contact

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