Armenien

Armenia, naturallyMasterplan to establish a nature based activity and sports holiday product as a key element of Armenian tourism

PRo-Activity Munich – Tourism development and marketing, Munich

SmartRunning Munich – Training/Sports concepts development

NCCA: National Council for Competitiveness of ArmeniaBoard Meeting, August 2009

PRo-Activity Munich SmartRunning MunichPRo-Activity Munich SmartRunning Munich 2

Contents

Key facts

Who we are and what we want to do

Timetable/Activity plan


Nature based activity/sports tourism – high potential

BAT* Holiday Research study of Prof. Horst Opaschowski (Hamburg) states that nature based tourism will be fastest growing tourism segment until 2020. Basis 4.000 interviews

Tourism in the 21st Century (Opaschowski, 2001)Summary of each 100 interviewees

Additional facts: F.U.R.* of German Tourism

Industry, Travel Monitor 2008, shows that activity tourism – experiencing nature by any form of sports or activity like running, biking, hiking a.m.m. – will become a primary moti-vation for travelling by 2020.

Germany's leading destination, the state of Mecklenburg-Vorpommern, aims to promote "Mecklenburg Vorpommern Nature Tourism" as a key element of tourism in 2010.

8

11

16

16

20

27

5

Wellness tourism

Event tourism

City tourism

Long-haul travel

Cruiseline tourism

Natur based tourism

Theme park tourism

* British American Tobacco** A research institute for Leisure and Tourism


Nature based activity/sports tourism – high potential

Combining sports and holidays advanced onto 3rd place in the latest Travel Survey carried out by German Automobile Club ADAC (12 million members)

0,5

0,9

1,0

1,6

2,1

2,7

3,7

4,5

5,5

7,7

15,9

5,8

Educational

Club resort

Event trip

Adventure

Farm

Ski

Cruise

City trip

Culture

Sport

Wellness

Tour

Type of holiday, 2009 planned (ADAC 5.000 interviews)


Nature based activity/sports tourism – what is our target audience?

READ (1980) defines special interest tourism:"Special interest travel is travel for people who are going somewhere because they have an interest that can be pursued in a particular region or at a particular destination. It is the hub around which the total travel experience is planned and developed."

Examples for special interest tourism:

1. Wine Tourism

2. Food Tourism

3. Birdwatcher Tourism

4. Cultural Tourism

5. Sports and Activity Tourism


Nature based activity/sports tourism – what is our target audience?

Standeven & de Knoop (1999) define Sports and Activity Tourism:"All forms of active or passive involvement in sporting activity, participated casually or in an organized way for noncommercial or business/commercial reasons, that necessitate travel away from home and work locality."

Primary motivation for nature based activity/sports tourism (cf. C.M.Hall/Weiler 1992): Deepen experience of nature within a group of like-

minded activity/sports tourists (group-experience) Deepen inter-cultural contacts and keep in close

touch with local people (cultural experience) Novelty seeking and fronteer spirit (travelling off

the beaten track)


Sports-minded customer group: the market is there! "How important is it for you to experience a balance through sport?"(Typologie der Wünsche, Statista 2009)

27

36

27

7

21

1 (not important)

Additional facts:

German market: "sport is important to keep a work-life balance" – 90 % "important" to "very important" (Ifak Institute for Burda Community Networks, 17.000 Interviews)

German Speaking Market (Germany/ Austria/Switzerland): 7,8 million runners or joggers (Runner's World)

Germany: 5,6 million ambitious cyclists, 35,4 million leisure cyclists

US-American market: 7,6 million climbers (US-Outdoor Industry Foundation) – Germany 440.000 climbers (German Alpine Club)

Switzerland: 2,6 million mountainbikers

6 (very important)



Contents

Key facts



Who we are

Emphasis on development of activity holidays, tourism programs, training staff and marketing

Emphasis on development of sports programs, training, staff training


Previous successes

Set up Masterplan and created products for High Altitude Training Park Seiser Alm, South Tyrol (Italy) – ongoing

Set up Masterplan and created products "LaufArena Allgäu-Nesselwang" of nature based running tourism in Nesselwang, Allgäu, Germany

(awarded Innovation Prize, Ministry of Economy State of Bavaria)

Set up Masterplan "Great Barrier Reef and Tropical Rainforest Green Travel" and creation of nature based activity products and ecolodge tourism within "Ecotourism Queensland", Australia

(awarded Tourism Prize of Pacific Asia Travel Association)


Previous successes

Set up Masterplan (as Senior Sports Expert) for summer activity tourism including training of staff for Sveto Brdo Mountain Tourism/Resort for Lika-Senj County, Croatia

Set up Masterplan and created products for summer activity tourism in select Austrian regions (Pitztal, State of Tirol)

A Project funded by the European Union

Develop training-programs (health care and races) and implemented them for major companies including BMW AG, BMW Bank, Sony BMG Entertainment, McDonalds, Deutsche Bahn AG, McKinsey et al.

Conduct seminars for adult education and sports medicine advanced training


Activity tourism – Armenia's treasures

Unique Selling Propositions of nature based tourism in Armenia: One of the most diversified ecosystems in the world Five of the seven primary topographics exist within 30.000 square km of Armenia –

highly diverse landscapes: Seven distinct landscape zones – deserts, semi-deserts, dry steppes, steppes, woodlands, sub-alpine/alpine lands, snow-capped mountains close to subtropical valleys

Remarkable range of flora and fauna Rich and unique cultural heritage as first Christian country in the world, easy to combine

with the opportunity to experience nature


Activity/nature based tourism should concentrate on following State Reserves

Khosrov Reserve (incl. Geghama Mountain Ridge)

Dilijan Reserve (also historical-architectual monuments)

Shikahogh Reserve (mountainous landscape)

Sev Kar Reserve (unique alpine watershed)

Sevan National Park as follows (cf. Charts 14 ff.)


Developing Lake Sevan – Leisure sports Lake Sevan – to be developed into a leisure sport & activity holiday centre (non ambitious-recreation)

Activities: Running Hiking Nordic walking Mountain and race biking Soccer Cross country skiing All kinds of water sports like sailing, swimming, wind surfing, rowing and many more (to be checked out)

Infrastructure: hotels, bike path, bike hire, bus transfers, tours, visitor centres, info displays – guidance and packages and many more

Staff: well trained guides, chefs de cuisine, hotel managers, room maids and many more

Advertising and Marketing

Concen-trate on:

(to be ch

ecked out)


Developing Lake Sevan – ambitious sports and high-altitude training

High-altitude training is a very effective, intense form of training that enriches the blood with erythrocytes (red blood cells) and increases the performance significantly. It is the only legal form of "doping". Ideally the athlete stays for at least ten to fourteen days in an altitude of 1.800 to 2.000 meters above see level including training and resting.

This altitude is supposed to be the most suitable altitude. In individual cases it also makes sense to train for short periods in altitudes up to 3.000 meters.

As endurance sports like running and also cycling and triathlon have become more and more popular in Western Europe within the last decade, a growing number of amateur athletes turn their attention to professional training methods especially high-altitude training.

The vast and beautiful landscape of Lake Sevan offers ideal conditions for these activities.


Developing Lake Sevan – ambitious sports and high altitude training

Activities: Swimming Rowing Soccer Tennis Cross country Running and many more (to be checked out)

Advantages: stable weather conditions in Armenia, spacious country in same altitude gives plenty of opportunity for wide-spread tracks and training territory, possibility of training beyond 3.000 m altitude (glacier Lake Kirilich)

Lake Sevan ambitious sport/professionals: unique combination of water sports – land based sports, compared to other famous high-altitude training destinations like Boulder (Colorado), Ischgl (Austria), Seiser Alm (Italy) and Belmeken (Bulgaria)

Infrastructure: hotels, bike path, bike hire, bus transfers, tours, visitor centres, info displays – guidance and packages and many more

Staff: well trained guides, chefs de cuisine, hotel managers, room maids and many more

Advertising and Marketing

Concen-trate on:

(to be ch

ecked out)



Contents

Key facts



Timetable (1/2)

First PresentationTo be carried out by PRo-Activity-SmartRunning Network, 10–14 day visit of Armenia, concentrate on nature attractions/state parks mentioned above.

Set up first draft of report on results of Activity check – approx. 7 days required

Meet with Department of Tourism and discuss report

Modify report and set up presentation

Discuss ideas and set up Armenia Nature Based Tourism Development Schedule (draft version, department of tourism). Working title is: Armenia, naturally. Make sure startup budget is granted. Minimum required: 200.000 € (not covering infrastructure)

Install contact network between department of tourism and PRo-Activity-SmartRunning tourism developers

Start preparations for development – fieldwork – contracts etc.

August 2009

Activity Check Results of activity check

Background/Goal of Activity Check:1. Human factor and network: Find local

people and/or institutions that are suitable to cooperate, support and/or work for the project to …- deliver content concerning tours and travel- coordinate field work- invest into activity tourism project

2. Infrastructure: roads/network of tracks, hotels/accommodation, attractions, tour operators, existing tourism facilities, existing sports facilities, sports clubs, gear/ equipment hire facilities etc. – checklist contains or specifies more than 100 topics.

Report to focus on:A.Potential of regions visitedB.Efficiency of ongoing

tourism, planned tourism projects and infrastructure

C.Efficiency of local-overall tourism network

D.Investment E.Summary – on the way to

a Masterplan

(to be cont'd)


Masterplan "Armenia, naturally"

Timetable (2/2)

Discuss report within Armenia 2020 and Department of Tourism

Clarify to what extent Armenia 2020 wants to invest into nature based tourism

Clarify the time frame in which a Masterplan can be realised

Clarify who will be in charge of coordinating all ongoing works (concepts-fieldwork) and found coordinating committee

Ensure that sufficient funds are allocated to the project

Develop Masterplan "Armenia, naturally", including branding/ iconizing to aim at repeater guests.

a) How to build up infrastructureb) How to organize local tourism

networksc) How to find well trained staff

Preparations to develop a Masterplan

Results of activity check…


Masterplan "Armenia, naturally" – a few items as examples, to give you an idea what the Masterplan should contain

Infrastructure: Marketing and advertising:

Human Ressources:

(list to be continued after Activity Check)

Local networks:

Creation of infrastruc-ture: network of tracks for biking, hiking, run-ning bike hire including maintenance

Visitor centres with displays on environ-ment, information on activities, maps etc.

Signposting along roads, along tracks

Hotel catering for all kinds of budgets and needs

Create standards for accommodation

Create safety and quality standards for tourism programs

Setup of a qualified marketing concept to introduce "Armenia, naturally" into world tourism market as a (trade) mark

Includes: Creation of website Creation of

advertising materials Specify target

audience, costs, time frame

Education of profes-sional tourism guides to help people to experience nature/ wilderness

Education of local tourism staff to inform people from various countries about attractions of the area

Education of local sports professionals to guide high-altitude training

Guidelines to establish a local room reservation and guidance system

Establishment and/or local promotion of typical local events to attract both culture and activity tourists

Establishment of local all-inclusive activity programs, covering a variety of activities

Establishing of local work groups to secure development of high quality infrastructure and tourism standards

Establishing of local staff recruiting com-mittees to bring local people into work

Masterplan "Armenia, naturally"


Preparation of next steps

Separate Masterplan into various milestones and sections as specified above (infrastructure, human resources, local networks, investment)

Find a modus vivendi with coordinating committee to meet and discuss milestones of Masterplan

Finish work on Masterplan and present to decision makers, modify, if necessary

Secure budget to realize Masterplan and start fieldwork


Start of fieldwork

Summarizing all advantages: Strengthening local communities and local

economy by broad investment into infrastructure.

Securing employment for local people. Educate locals about their natural

environment and natural values. Protecting existing natural environment as

main basis for soft and "green tourism". Specializing in a very attractive and earning

niche market with a high quality product. Attracting foreign money by building

investment opportunities. Envigorate and generate new communities

by encouraging local tourism networks…

At this stage, all measures mentioned or listed in the Masterplan are being realized

▪ Fieldwork creates: infrastructure, human resources, local networks

▪ Time and cost schedule to be shown in Report on Activity Check

Fieldwork hereby means: investment

in realizing "Armenia, naturally" tourism product


Let‘s start!

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