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State of the art and current trands in Tourism concerning the Region of Carinthia
Principals: Land Kärnten (Region of Carinthia); Kärnten Tourismus Holding (Holding Company - Tourism in Carinthia)
Author: Österreichische Gesellschaft für Marketing (Austrian Authority for Marketing)
Results coming from the paper:
Core competences of the Region:
# sun and lakes
# sports, outdoor activities: ecologic tourism as a chance
# health-care and wellness: health-clusters, special treatments, aged 60+
# congresses and business-tourism
# culture and excursions: there is a strength in event-tourism, connect the different attractions, getting also tourists from neighburing regions in Austria
# winter activities: reducing the number of small destinations, more cooperation
What should be done until 2015: 10 mayor issues
- tourism all of the year
- more cooperation and network activites
- stronger focus on quality
- focus on strengths
- connecting different offers together and promote "best practice"-activities
- unify corporate / regional design and activities
- focus on new markets (2004: 4/5 of the guests come from Germany and Austria)
- tourism offers should also be attractive for Carinthians
- protect the nature
- Kärnten Tourismus should check and evaluating the activities repeatedly
Current trends:
- the German market is loosing strength
- the tourists stay less time than before in one place
- the demographic development leads to more mid-aged and older tourists
- internet is used frequently for information- and booking activites
- ecologic, culture and social environments are getting more important
The situation in Carinthia:
- Middle and Eastern European Countries get closer: potentially more tourists and also more competitors
- the proximitity of Italy and Slovenia are a change: three regions are very close to each other
- the natural environment has to be protected
- the infrastructure (railways, motorways, ...) are not sufficiently developed
- getting from and to South-Eastern European regions is not satisfying
- 6% of all Carinthian employees are working in the Tourism sector
- high fluctuation
- new contracts for employees and longer seasons should strengthen the local labour market
- new regional and local tourism-strategies are necessary
- many actors (companies, organisations, ...) lack financial ressources
- 1/3 of all companies is in the position to invest
- the gastronomy should be supported - currently, it is to fragmented and the quality is dropping /// cooperation between touristic ressorts / sights and gastronomy should be engaged
- the infrastructure between the touristic spots should be improved
- the cooperation initiated with the "Kärnten Card" makes sense and shout be enlarged
- touristic attraction should be visitable on sunny, rainy, foggy, ... days
- 60% of german guests consider the price as the most important criterium
- price-value - relationship should be proven
- new flight destinations should be established
- necessities of families are considered
- offers for younger and older guests are missing
- regions within Carinthia should work closer together
- easier transfer of money to the public authorities involved in tourism
- financial support of tourism activities should reflect the regional strategies
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Weißbuch Tourismus Kärnten 2005-2015 | 4.6 MB |
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Weißbuch Tourismus Kärnten 2005-2015 Kurzfassung | 445.1 kB |
