OFFSHORE WIND FARMS AND TOURISM - South Baltic · PDF fileoffshore wind farms and tourism...

OFFSHORE WIND FARMS AND TOURISM POTENTIALS IN GULDBORGSUND MUNICIPALITY

PART OF THE INTERREG IVA PROJECT SOUTH BALTIC OFFSHORE ENERGY REGIONS - 2013


Within the framework of the INTERREG IVA project South Baltic Offshore Energy Regions (S.B. OFF.E.R.)

May 2013

Co-financed by the European Union (The European Fond for Regional-development)

Produced by Business LF:Lise Damsbo-Andersen


Within the framework of the INTERREG IVA project South Baltic Offshore Energy Regions (S.B. OFF.E.R.)

May 2013

TABLE OF CONTENTSummery

Chapter 1Offshore wind farms

Chapter 2Tourism analysistourism trends and tendencies

experience economy

tourism’s significance

markets and target groups

business tourism

Chapter 3The potential in Lolland-Falsteroffshore wind farms near LoLLand-faLster

information about offshore wind farms

energy tours

Chapter 4Product development

Chapter 5Small scale: Easy, straightforward initiativesknowLedge sharingscuba-diving and angLing buoysboat trips

energy tours

Chapter 6Medium scale: Requires a little more effort and the sector has to take partpamphLet

tourism guide training programme for business tourist

coLLaboration with other offshore wind farms, such as scroby sands

Chapter 7Large scale: big ideas and big investments!visitors’ centre

green hoteL

green hoLiday weekend

boat trips

information with new technoLogy

Chapter 8Marketing

Chapter 9Conclusion

Chapter 10Overview of product ideas and tasks

Bibliography

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Summary

Based on the tourism potential relating to offshore wind farms, this report shows how to exploit this potential through product development.

This report looks at several analyses which study the effect of offshore wind farms on tourism around the world and show that the presence of offshore wind farms does not negatively impact tourism. In some places, the wind farms even positively affect how tourists perceive the tourist destination.

At the same time, tourist surveys shows that many tourists today seek experiences during their holidays. These experiences should preferably help to impart value to tourists, e.g. in the form of knowledge. Tourists prefer holidays based on a specific concept which they can use to achieve their personal goal of standing out from the crowd.

Tourism is an important business sector for Lolland-Falster and, as the biggest tourism destination in Region Zealand, Lolland-Falster has sufficient numbers of tourists in its area to create critical mass for generating business relating to offshore wind farms. Lolland-Falster already has a strong business tourism product known as “Energy Tours” in which offshore wind farms could play a far greater role.

Based on the above, this report specifies examples of the products, that could be developed for tourists. This involves a wide variety of product types. Some are easy to develop and launch, while others require additional resources and further investment. It is important to focus on achieving critical mass for product development, both in relation to further developing existing products and developing new products. This requires a basic business concept and the creation of product awareness.

The most important aim in developing new tourism products is to communicate the information that is readily available about offshore wind farms. The low-tech solution to this, is by ensuring that service personnel in contact with tourists during their stay have the requisite knowledge of this area, while the more comprehensive, and more difficult and less realistic, solution is exemplified by the establishment of a large-scale science and visitors’ centre.

Tourists prefer holidays based on a specific concept

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Chapter 1

Offshore Wind Farms In recent years, many offshore wind farms have been established around the world. According to LORC (Lindoe Offshore Renewable Centre), 13 of them are situated in the territorial waters of Denmark. Since the erection of the first offshore wind farm north-west of Lolland near Vindeby in 1991, the number of wind farms around the world has risen to more than 60. Two offshore wind farms – Nysted (Rødsand I) and Rødsand II, with 72 and 90 wind turbines respectively – were established off the coast of Lolland-Falster in 2003 and 2010. Nysted Offshore Wind Farm and Rødsand II are the highest-producing offshore wind farms in the Baltic Sea.1 Most of the world’s offshore wind farms are situated in Europe, primarily northern Europe. There are also around 10 offshore wind farms off the coasts of China and Japan.

In connection with the erection of these offshore wind farms, reports have been drawn up for many of them to describe the impact of the wind turbines on the land and sea areas adjacent to the wind turbines. The frequent focus of these reports is the impact of wind turbines on local coastal tourism.

Several reports are based on surveys of tourists and local residents living in or visiting the coastal regions near the wind turbines. In 2008, the Scottish government published a report entitled The Economic Impact of Wind Farms on Scottish Tourism. The report focuses on the economic impact of wind turbines on areas, where tourism is an important source of income for the area..2 This report’s survey of how tourists perceive offshore wind turbines showed that 75% of respondents had a positive or neutral attitude towards the wind turbines. Surprisingly, the study also showed, that tourists visiting the area for hiking purposes, and to whom the natural landscape was an important parameter had a more positive perception of offshore wind turbines, than the survey average.3 In addition, the survey showed that “the vast majority (93–99%) of those who had seen a wind farm suggested that the experience would not have any effect. Indeed there were some tourists for whom the experience increased the likelihood of return rather than decreasing it.” (The Economic Impact of Wind Farms on Scottish Tourism, 2008:9).

1 Details about offshore wind farms, including production statistics, can be found at http:// www.lorc.dk/offshore-wind-farms-map. 2 The Economic Impact of Wind Farms on Scottish Tourism, p. 4.3 The Economic Impact of Wind Farms on Scottish Tourism, p. 8.


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These results are confirmed by a similar US study conducted by the University of Delaware. This included a survey carried out on US beaches in 2007, where 78% of the respondents said that offshore wind turbines had either a neutral or positive effect on the countryside’s appearance.4

A study entitled Sociological Investigation of the Reception of the Horns Rev and Nysted Offshore Wind Farms in Local Communities, carried out prior to and after establishment of Horns Rev Offshore Wind Farm, shows that the perception of the significance of offshore wind farms – particularly for the tourism industry – shifted in a positive direction: “After erection of the wind farm, experiences show that the wind farm has not alienated the tourists. Tourists still visit the area, and the fear of a decrease in the summerhouse prices has, thus far, proven to be groundless; as the prices here have increased concurrently with the equivalent prices applying to other places in the country” (Kuehn 2005:22).

Tourists’ predominantly positive perception of offshore wind farms is based in part on their perception of wind turbines as part of an eco-friendly tourist destination.5 This perception is substantiated in a Danish study conducted in conjunction with the erection of Nysted Offshore Wind Farm, where a negative attitude to the erection of large wind turbines was expected, as previous reports had shown how Denmark’s coastline is widely valued for its open spaces and recreational value.6 Interviews were conducted with a group of local residents, municipal officials and politicians about the impact of offshore wind farm on the area. Most interviewees had a positive attitude towards wind power, and roughly half of the interviewees were positively inclined to the offshore wind farm, primarily due to the environmental perspectives.7

A major British survey of local residents and tourists shows, that 79% agree that wind power is necessary to meet future renewable energy needs.8

4 The Effect of Wind Power Installations on Coastal Tourism, p. 10.5 Almost 97% of the respondents believe that wind turbines have a positive environmental impact. The Effect of Wind Power Installations on Coastal Tourism, p. 10.6 Sociological Investigation of the Reception of the Horns Rev and Nysted Offshore Wind Farms in Local Communities, p.6.7 Sociological Investigation of the Reception of the Horns Rev and Nysted Offshore Wind Farms in Local Communities, p. 17.8 The Impact of Wind Farms on the Tourist Industry in the UK, p. 7.


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The interest of local residents and tourists in the environmental perspectives also explains why several respondents in the above-mentioned surveys were interested in returning to an area with offshore wind farms.9 In addition, the surveys noted that respondents in several of the geographical areas studied wanted to know more about wind turbines and the power they generate. This was seen in places like the Scroby Sands offshore wind farm in the UK where a visitors’ centre, established on the coast facing the wind farm, had 30,000 visitors during the first six months after opening and an additional 35,000 visitors in the ensuing summer season.10

Scotland, too, has noted great interest in wind power, with 80% of tourists surveyed expressing an interest in visiting an information centre about wind power during their stay in the area.11

Overall, the surveys relating to the establishment of offshore wind farms near coastal tourist areas shows a generally positive attitude to wind farms. They also show, that the erection of wind turbines did not negatively impact tourism, but that tourists are interested in learning more about the wind turbines during their stay in the area.

Thus the offshore wind turbines south of Lolland-Falster should not be regarded as a disincentive to developing tourism products in coastal areas, but rather as an opportunity.

Similarly, the erection of Kriegers Flak north of Falster should be seen as an opportunity for growing new tourism in northern Falster.

9 The Economic Impact of Wind Farms on Scottish Tourism, p. 9.10 The Impact of Wind Farms on the Tourist Industry in the UK, p. 14.11 The Effect of Wind Power Installations on Coastal Tourism, p. 4.

78% of the respondents said that offshore wind turbines had either a neutral or positive effect on the countryside’s appearance

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Chapter 2

Tourism Analysis

tourism trends and tendencies Tourists’ demands are constantly changing, which is the result of many factors. Lighthouse CPH12 has examined some of these tendencies and summarised tourists’ future travel needs. According to Lighthouse CPH, a change has occurred, and it is based on a shift in consumer behaviour. The shift is evident in three different areas: 1) the purpose of the holiday, 2) the consumer’s role in the holiday and 3) the focus of the holiday. In relation to the purpose of the holiday, this has changed from being a period of relaxation to a time for meeting specific needs. The consumer’s role in the holiday has changed from that of an observer and object to that of an active participant and subject. The focus of the holiday has changed from the need to visit a specific destination to fulfilling needs specified by the tourist.13

One societal change which helps to support this, is a new financial reality where things quickly lose value. Consequently, consumers apparently become more discerning in their tastes and increasingly seek intangible types of gratification. This creates a more sophisticated consumer with a heightened awareness when choosing experience products – unique, unusual experiences are desired. Another obvious tendency in this context is the urge to define and differentiate oneself, one’s partner and one’s children and thus to seek experiences which optimise one’s self-perception. Quality has become crucial, and consumers are willing to pay for high-quality products in specific situations.14

These are just some of the basic societal trends through which to view new travel needs. Also, Lighthouse CPH stresses that “increasing numbers of consumers attaining a certain standard of living at global level intensifies the need for intangible elements, led by the consumption of experiences, including both entertainment and travel” (Lighthouse CPH 2011:17).

12 Lighthouse CPH is a consulting firm which specialises in identifying shifting consumer behavioural patterns and advises businesses about the business opportunities and risks inherent in these shifts.13 Fremtidens rejsebehov – ændringer i forbrugeradfærd påvirker fremtidige rejsebehov [the effect of changes in consumer behaviour on future travel needs], pp. 2–3.14 Fremtidens rejsebehov – ændringer i forbrugeradfærd påvirker fremtidige rejsebehov [the effect of changes in consumer behaviour on future travel needs], pp. 8–12.


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Lighthouse CPH singles out three main future travel needs: 1) specialisation, 2) exploration and 3) reconnection. The more sophisticated consumers expect a specialised holiday experience. Their holiday should preferably be based on a specific concept. The holiday should also include an element of exploration, with new and unusual experiences that are preferably radically different from their daily lives. Authenticity is a unique element of this. It should also be possible to share the entire experience with a specially selected group, as holidays and trips have become a period of time for reconnecting with the people, we do not spend enough time with in our busy everyday lives, such as family or friends.15

experience economyThe experience economy has been an important element in tourism development over the past 10 to 15 years. The founders of the experience economy were reputedly Joseph Pine and James Gilmore, who in 1999 predicted that experiences would become important aspects of business and marketing development. They describe the development from an agrarian society to an industrialised society, where raw materials were superseded by processed products, to also include services, and now experiences as well.16 Thus, the experience helps to create new value for the product.

The new experience aspect energises the users of a product, so they personally shape how it is experienced, thus creating products with a wide variety of forms depending on who is experiencing them. According to Pine and Gilmore, “Experiences are events that engage individuals in a personal way,” (Pine and Gilmore 1999:12), and “Staging experiences is not about entertaining customers; it’s about engaging them” (Pine and Gilmore 1999:30).

The experience economy can be regarded in a variety of ways, and it comes in many different sizes. To some the experience is the product, while others see the experience as a by-product linked to the core service/product. The significant aspect of both views, is that the experience must meet a specific consumer need,17 exemplified by the niche orientation trend. In the experience economy, experiences are capitalised to innovatively incorporate business and financial perspectives into the envisioning of tourism products.

Experiences are frequently regarded as hedonist phenomena where “sensory impressions are cultivated until they take on subjective connotation and create experiences, which can become normative for preferences and consumer habits,” (Bille and Lorenzen 2008:34).

15 Fremtidens rejsebehov – ændringer i forbrugeradfærd påvirker fremtidige rejsebehov [the effect of changes in consumer behaviour on future travel needs], pp. 19-24.16 The Experience Economy – Work Is Theatre & Every Business a Stage, Pine & Gilmore 1999; pp. 1–2.17 Følelsesfabrikken – oplevelsesøkonomi på dansk [the emotional factory – the experience economy in a Danish context], Jacob M. Lund et al., 2007, p. 42.

Thus, the experience helps to create new value for the product.

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Pine and Gilmore use a figure; The experinence realms, which shows how different types of experience invite different ways in which they can be experienced.Experiences can be broken down into overarching categories: Entertaining, Educatio- nal, Aesthetic and Escapist. At the same time, these categories are juxtaposed with the axes Absorption–Immersion and Passive Participation–Active Participation. The figure shows how experiences that encourage active participation are educational and escapist, whereas entertaining and aesthetic experiences promote passive participation.

Also, modes of experience differ: thus, aesthetic and escapist experiences are deeply felt by users whereas entertaining and educational experiences seep in gradually, through the senses, etc.18 To this, Pine and Gilmore say: “As with entertainment experiences, with educational experiences the guest (or student, if you prefer) absorbs the events unfolding before him. Unlike entertainment, however, education involves the active participation of the individual. To truly inform a person and increase his knowledge and/or skills, educational events must actively engage the mind (for intellectual education) and/or the body (for physical training),” (Pine and Gilmore 1999:32).

The importance of envisioning different types of experience when planning and developing tourism products is therefore obvious. These should be experiences, which engage the user and provide added value to take back home. The experiences should preferably be conceptualised, so that the user feels he/she is acquiring extra information in a specialised field and that the user can use this to stand out from the crowd in his/her craving to optimise his/her self-perception.

Based on offshore wind farms, it is easy to envision themes and/or concepts for experiences which can precisely meet the consumer’s needs.

18 The Experience Economy – Work Is Theatre & Every Business a Stage, Pine & Gilmore 1999, p. 30.

ABSORPTION

IMMERSION

ACTICE PARTICIPATION

PASSIVE PARTICIPATION

ENTERTAINMENT EDUCATIONAL

ESCAPISTESTHETIC

THE EXPERIENCE REALMS


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tourism’s significanceThe tourism industry has been under pressure over the past 6 or 7 years. This is the result of various factors such as the steadily lower cost of travelling to Mediterranean and exotic destinations at the same time as inflation has caused prices to rise in Denmark. This price increase and impaired competitiveness are in part due to Denmark’s high VAT – a burden which does not affect neighbouring countries, whom over the past year has either removed the VAT or reduced it. The global financial crisis has obviously been a significant factor as well.

For instance, Denmark’s tourism industry’s overnight stay figures declined in 2008 and 2009, which, after a number of good years, was hard on the entire industry. The situation has gradually improved since 2010 and is more or less back at the same national level as in 2007.

Unfortunately this trend has not occurred in Lolland-Falster or the rest of Region Zealand. In Guldborgsund Municipality, as in the rest of Region Zealand, overnight stay figures continue to decline: by 14% since 2008 up until 2011. The hardest-hit venues are hotels and holiday parks which, in Guldborgsund Municipality, have seen a 44% decline.19

In spite of declining overnight stay figures, Lolland-Falster makes up the largest tourist destination in Region Zealand, as it accounts for one-third of all overnight stays. Region Zealand had 4,019,814 overnight stays in 2012, when Lolland-Falster had a total of 1,471,090 overnight stays, of which 329,449 were German tourists and 23,112 were Dutch.

Tourism is an important business for Guldborgsund Municipality. The combined consumption and turnover of products and services in the municipality was DKK 32.752 billion. From this, the tourism spending in the municipality amounts to DKK 784 million, or 2.4% of the combined turnover in the municipality.20 This makes Guldborgsund one of the top 4 performing municipalities in Region Zealand.

19 Overnight stay figures from Statistics Denmark, published by VisitEastDenmark.20 2010 figures. Source: Economic significance of tourism in Region Zealand, VisitDenmark, 2012.

650000

700000

750000

800000

850000

900000

2008 2009 2010 2011 2012

Overnight stays in Guldborgsund Municipality


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The high level of tourist spending in the municipality has noticeable socio-economic effects. The value added from tourism to Guldborgsund Municipality amounted to DKK 549 million, or 4.8% of total value added in the municipality. By comparison, the average is 3.5% in Region Zealand and at national level. Tourism is important to Guldborgsund Municipality because it generates a substantial share of the turnover in the area. This added value is also seen in the statistics for taxes and charges deriving from tourism. In Guldborgsund Municipality, the public sector received DKK 392 million in tax revenue from tourism in 2010.

The financial significance to the municipality can also be seen in the number of tourism jobs in the area. The tourism sector created 1,016 full-time equivalents in Guldborgsund Municipality in 2010, corresponding to 4.2% of the total number of full-time equivalents in the municipality.21

Thus, tourism is important to Guldborgsund Municipality, also in comparison with the rest of the region, and Denmark as a whole. Each year, there is a large influx of tourists to Guldborgsund Municipality, and the holiday-home district around Marielyst accounts for a major share of the overnight stay figures in particular.

markets and target groupsIn 2011, VisitDenmark conducted a study of Denmark’s neighbouring markets to identify Denmark’s market position. The study shows what tourists in each market – Norway, Sweden, Germany, the Netherlands, and the UK – are looking for and how they perceive Denmark.

Generally speaking, the study shows that all markets require the basic level of “convenience” to be in order. The target group is looking for good accommodation, satisfactory quality for the money, good food/restaurants, hospitable inhabitants, accessibility and good service. The study concludes that Denmark lags behind in meeting a few of above-mentioned basic requirements. This is particularly true of the motivating factor “satisfactory quality for the money”. By contrast, Denmark is ranked high in terms of “informal atmosphere” (a moderately important motivating factor), and in terms of less important motivating factors such as “modern/innovative country”.

As a destination, Denmark stands out from Mediterranean destinations where individual needs are typically in focus with sunshine, fun, parties, etc. Denmark represents the opposite end of this spectrum and is regarded as a “we” destination, focusing on togetherness and shared experiences, including the need for inspiration, interesting environments, and sharing experiences with others.22

21 2010 figures. Source: Economic significance of tourism in Region Zealand, VisitDenmark, 2012.22 Turisternes ferieønsker – en analyse af Danmarks position som ferieland [tourists’ holiday wishes – an analysis of Denmark’s position as a holiday destination],

Denmark represents a “we” destination, focusing on togetherness

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The motivating factors for choosing Denmark vary from one country to another. Swedes and Norwegians are least motivated (3.9% and 4.1%) by the “modern, innovative country” factor, whereas this factor is given highest priority in the Netherlands, Germany and the UK, with 4.6%, 4.7% and 4.9% respectively.23

The demand for “green” holidays is high, particularly considering the relevant individual target groups. VisitDenmark’s target-group analyses identify two of particular interest for Lolland-Falster.The target group interested in “Fun, Play and Learning”24 is made up of families with children on either a brief or extended holiday. This target group spends the night in locations throughout Denmark, except for Greater Copenhagen. Their primary type of accommodation is holiday homes and campsites, and they are motivated by Denmark’s children-friendly settings, where families can spend time together, close to nature and interesting attractions. The nationality breakdown of this target group is 70% from Germany, 14% from Norway, 6% from Sweden and 5% from the Netherlands. 77% of the target group spend the night in holiday homes, while 9% use campsites and 8% holiday parks.

Denmark’s eco-friendliness motivates 52% of this target group to choose Denmark as their destination. This is especially true of German and Dutch tourists, with 61% and 54% respectively.25

This is a motivating factor for only 32% and 36% of Swedish and Norwegian tourists.Another interesting target group is interested in “The Good Life”. This target group is made up of adults on brief or extended holidays, who spend the night anywhere in Denmark, except Greater Copenhagen. They are motivated by Denmark’s scenic countryside and the abundant opportunities to enjoy life’s rewarding moments together.26 The largest segment of this group is German. 76% of the target group comes from Germany, while the breakdown for Norway, Sweden and the Netherlands is 7%, 6% and 5% respectively. Similarly, most of this target group spend the night in holiday homes (67%), while the camping segment of this target group is significantly bigger, by 20%.

58% of this target group see Denmark’s eco-friendliness as an important motivating factor in their choice to travel here. Once again, German and Dutch tourists give highest priority to this parameter: 66% and 49% respectively.27 Only 38% of Swedish and Norwegian tourists are motivated by this factor.

VisitDenmark 2011, pp. 5–8.23 Turisternes ferieønsker – en analyse af Danmarks position so ferieland [tourists’ holiday wishes – an analysis of Denmark’s position as a holiday destination], VisitDenmark 2011.24 Fun, Play, and Learning – target-group profile, VisitDenmark, 2013.25 Fun, Play, and Learning – target-group profile, VisitDenmark, 2013, pp. 7–8.26 The Good Life – target-group profile, VisitDenmark, 2013.27 The Good Life – target-group profile, VisitDenmark, 2013, pp. 7–8.


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business tourismBusiness tourism, meeting tourism or business trips. This target group has many names. These tourists have a high per-diem spending and often visit areas outside peak season. Whereas a camper spends DKK 410 per diem, a business traveller spends DKK 1,620. According to financial key figures provided by VisitDenmark, this high per-diem spending means that meeting and conference tourism now constitutes 15% of total tourist spending in Guldborgsund Municipality.28

Generally speaking, this target group’s accommodation is exclusively hotels, and the number of business travellers nationwide is on the rise.

The biggest markets for Denmark as a whole are Sweden, the UK, Norway and Germany. Tourists from Germany accounted for 128,000 overnight stays in 2010, spending DKK 138 million.29

As with ordinary tourists, business tourists also seek innovative, creative travel concepts. These concepts should preferably include aspects which require participants to get involved in creative new ways.30

Summerizing the above, we can see, that there are a lot of possibilities for developing tourism in Guldborgsund Municipality. A large number of tourists already frequent the municipality, with many visiting the Marielyst area near Gedser and, thus, the coast nearest the offshore wind turbines. This provides a critical mass to work with, and it should be possible to attract tourists using products relating to the offshore wind turbines.

Based on VisitDenmark’s analyses, it can be stressed that an effort should be made to target German and Dutch tourists – in addition to Danish tourists – in the two target groups seeking Fun, Play and Learning and The Good Life. A number of them will be interested in the environmental angle, potentially using this as a “reason to go”.

There is also potential in developing the business-tourism segment, as this will help to lengthen the season and widen the business base due to higher per-diem spending. It is also relevant to include experience economy factors (i.e. the tourists’ desire for creative involvement) in the conceptualisation of products in this area.

28 2010 figures. Source: Economic significance of tourism in Region Zealand, VisitDenmark, 2012, Appendix 1C.29 Målgrupper i dansk turisme – økonomiske nøgletal, 2010 [target groups in Danish tourism – 2010 financial key figures] VisitDenmark, 2011.30 Målgrupper i dansk turisme – økonomiske nøgletal 2010 [target groups in Danish tourism – 2010 financial key figures] VisitDenmark, 2011, p. 6.


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Chapter 3

The potential in Lolland-FalsterLolland-Falster’s tourism is generally somewhat variegated. More than 700 tourism products are listed in the combined database for the area.31 These vary greatly in nature, including everything from small B&Bs to large hotels, from restaurants to ice-cream stands, and from burial mounds and nature experiences to major attractions like Knuthenborg Safaripark, which draws more than 200,000 visitors a year. Lalandia is also a major venue in the sector with 500,000 overnight stays a year.32

The same is true of the Marielyst area, renowned throughout Denmark for its holiday cottages and silvery sand beaches.

Four tourist offices are located in Lolland-Falster, two of them in Guldborgsund Municipality in Nykøbing Falster and Marielyst respectively. The tourist offices are outsourced by the municipality to private businesses: to a museum and to a holiday-home rental agency. In addition the info cafés/houses in Nysted, Sakskøbing, Stubbekøbing and Gedser are run by volunteer-based associations. These are open during the summer only.

The accommodation venues in Lolland-Falster range from full-service campsites and primitive campsites to B&Bs, hotels, holiday parks and holiday homes. Accommodation is scarcest in the areas nearest the offshore wind farms, and

31 GuideDanmark is the database made available by VisitDenmark for marketing specific tourism products. A product can be set up through Business LF free of charge, if the customer provides a text about the product in Danish, German and English. The products listed in GuideDanmark can be seen on www.visitlolland-falster.com and all other websites of Danish destinations, including www.visiteastdenmark.com and www. visitdenmark.com. The products also appear on info screens around Lolland-Falster and in the “GoingDK” app.32 VisitEastDanmark’s Statistics for 2012.


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the available hotel capacity is limited. Nysted has a few small hotels and a single holiday park. Neither Gedser nor Stubbekøbing has sufficient amount of hotels.

Lolland-Falster’s tourism marketing is coordinated by Business LF, an organisation jointly established by Guldborgsund Municipality and Lolland Municipality and involved in business development, tourism development and settlement. The joint website VisitLolland-Falster.com is maintained by Business LF, which also coordinates the joint Lolland-Falster tourism catalogue.

Each year, Business LF conducts a number of campaigns with various themes for the different markets, primarily Sweden, Germany and Denmark. In these instances, the business sector contributes financially to the campaigns to heighten the joint profile.

offshore wind farms near LoLLand-faLsterTwo offshore wind farms are located off the south coast of Lolland-Falster. The erection of an offshore wind farm off the coast of Nysted, East Lolland, began in 2003. A total of 72 wind turbines, each with a 2.3 MW rating, were erected 10 km south of Nysted. Nysted Offshore Wind Farm (also called Rødsand I) is owned by DONG Energy.

In 2004, the decision was made to erect another offshore wind farm, Rødsand II, south of Lolland and west of the existing Nysted Offshore Wind Farm. These 90 wind turbines, which collectively generate 207 MW, were erected and started to generate electricity in 2010. Both offshore wind farms are situated near an area of shallow waters named Rødsand, delimited by two sandbanks. A wildlife sanctuary has been set up near Rødsand, which is one of four wildlife preserves set up in the territorial waters near the south coast of Lolland and Falster. The sanctuary near Rødsand is a sanctuary for the common seal.

The location of the offshore wind turbines means that the primary tourism sites for experiencing the wind turbines are near Gedser, at the south tip of Falster, and near Nysted, on the south-east coast of Lolland. Many tourists pass through Gedser. The Scandlines ferry service connects Rostock, Germany with Gedser, and a large number of passengers disembark in this


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small port village. Gedser itself is not a major attraction for tourists as they often continue further northward, including to the large holiday-home area around Marielyst. Never the less, Gedser has a marina and several small, museums, such as Gedser Remise (engine shed), The Black Geological Museum and Bøtø Nor Gl. Pumpestation, a working pump museum.

Also Gedser Odde - the southern most tip of Denmark - is an attraction worth visiting. Here the Naval Station is situated. During the cold war period it was used for monitoring the waters of the South Baltic Sea. Now the Naval Station is renovated and is in use as an information point for tourists telling about the history, migrating birds, geology and the offshore wind farms.

Nysted and Nysted Harbour are very attractive to visitors, particularly due to its fine marina with views of the old Aalholm castle. Nysted is also the setting for several major events each year, including a large Hajkutter Regatta, whose activities include organised boat trips out to the offshore wind turbines.

information about offshore wind farmsAt present, there are a few information-related activities dealing with the offshore wind farms south of Lolland and Falster. As part of the erection of Nysted Offshore Wind Farm, an information and activity centre known as Vindens Verden (The World of Wind) was opened on the waterfront in Nysted. Here wind turbine owners can provide information about the significance of the wind turbines’ location. Originally there was local resistance to offshore wind turbines, so the information provided at Vindens Verden was used constructively to deal with this.

Vindens Verden provides information about wind power, how the offshore wind turbines were set up and how the power is used. The centre consists primarily of large posters with photos and texts. There is also a video film, an interactive quiz and a mini wind tunnel.

The former Naval Station, now Gedser Odde Information Point

Inside The World og Wind


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Similar posters with information are found in the Gedser water tower, near Hyllekrog Lighthouse in Lolland and is also displayed at Gedser Odde Information Point.

Guldborgsund Municipality is currently in the process of planning a Visitor Center for Renewable Energy Sources. The center will share knowledge concerning solar energy, wind energy, biomass and other renewable energy sources. There will be a specific section on the offshore wind energy, including the Nysted and Rødsand II Offshore Wind Farms and the coming on Kriegers Flak, and consist of two main areas; an educational-conference room and an audiovisual dissemination room.It is planned to be located next to the South Falster District Heating Plant in Væggerløse, which already has a large solar-energy system.

Other activities that provide acces to knowledge about the offshore windfarms are situated on the water. Previously, organised boat trips departed from Nysted to the wind turbines, but this activity was discontinued when the Nysted tourist office closed. Now you can find angling tours, organised with the cutter Amigo, in the waters south of Lolland and Falster, from where it is also possible to experience the offshore wind turbines.

The waters south of Lolland-Falster are also a scuba-diving area. Shipwrecks dot the sea floor in several places, which attracts scuba-divers. It is not permitted to drop anchor within the offshore wind farm areas, so no scuba-diving is permitted in these areas.

energy toursAfter the local government reform in 2007, Lolland Municipality in particular has focused on green business travel. Community Test Facilities (CTF) specially designed for testing and demonstration have been set up at several sites in the municipality, where it is possible to experience everything from algae basins, wave energy and wind energy to an entire village supplied with nitrogen-fuelled heating.Over the years, several hundred “Energy Tours” have been organised to visit these facilities. These Energy Tours were especially popular in 2009 when Copenhagen hosted the COP15 climate summit. Many visitors are from educational institutions, but foreign business tourists, especially from Japan, have become aware of alternative energy in Lolland-Falster. About 30 Energy Tours are organised each year.

The Energy Tours are challenged by the fact that the product owners themselves do not give sufficiently high priority to providing information about their systems and trial facilities. The undertakings which operate the sites, including the offshore wind farms, do not feel responsible for serving as guides for ordinary or business tourists. They are primarily interested in running their business. This creates a missing link between the knowledge and expertise possessed by the undertakings and the dissemination of this information to ordinary and business tourists.

Today, Energy Tours is coordinated by the Visual Climate Centre33 in Holeby which houses “Globen”, an attraction that presents the world’s environmental and climate development.

33 www.visualclimatecenter.com.


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Chapter 4

Product developmentWhen considering the potential for developing tourism products relating to offshore wind farms near Lolland-Falster, the report has pointed out various possibilities.As the area is already a popular tourism destination, there is critical mass in relation to new products. In this respect, it would be most relevant to use the Marielyst/Gedser area – and Nysted – as the starting points.The analyses also show the importance of including experience economy in the conceptualisation of the products to create clear, easy-to-grasp concepts for tourists.

The most relevant target groups are Danish, German and Dutch tourists. Business tourism also has potential, both in relation to educational institutions and foreign business travellers, where it is possible to add on to and develop existing concepts.

As a few products relating to the offshore wind farms exist already, it would be relevant to look at how these could be further developed and better communicated. To upgrade this effort, relevant players – DONG Energy, EON and representatives of the local tourism sector – took part in a small workshop to discuss existing products, tourists’ expectations and the knowledge possessed by offshore wind farm owners. This workshop’s results are included in the following sections dealing with product development. To find additional interesting product development ideas, students taking the Leisure Management programme in Nykøbing F34 took part in a workshop about developing ideas for tourism products. The resulting ideas and concepts are also included in the following sections. The product development ideas are divided into three categories: small scale, medium scale and large scale.

The categories denote the ease or difficulty of implementing initiatives and whether they require a minor or major investment. Each product concept will describe the actual product, its relevant partners, how it should be communicated, and any other relevant recommendations.34 Leisure Management is an advanced, medium-cycle, profession-oriented bachelor programme targeting the recreational and experience industry. The programme provides the option of taking either a broad approach to the wide variety of enterprises in the experience industry or specialising in a specific sub-sector of the experience industry, including tourism. The programme can be taken in Nykøbing Falster and is international in scope.


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Chapter 5

Small scale: Easy, straightforward initiativesknowLedge sharingA number of the Leisure Management students pointed out that familiarity with the offshore wind turbines is generally quite low. This applies to visibility relating to PR, marketing and local awareness. A discussion at the small workshop – which included players from the tourism sector, as well as the companies responsible for the offshore wind turbines – dealt with what needs to be done to give tourists the information about offshore wind turbines they are looking for.

In the experience of the Marielyst tourist office, tourists asks about the wind turbines and think they are interesting. At the same time, the companies responsible for the offshore wind turbines possess abundant information which could be provided to tourists.

Therefore, it is recommended that an informative wind-turbine day be organised for staff from the tourist office, local accommodation venues, restaurants, attractions, etc., in both the Nysted area and South Falster. At this event, EON and DONG would have the opportunity to give tourism representatives the information they need to answer tourists’ questions.

In this context, the information to be shared should not be highly technical, but merely factual details about the wind turbines, how they were erected and how much electricity they generate, for instance. Also giving the knowledge should be done by telling stories, more than just giving hardcore facts.

The initiative will help to ensure that tourists are given good service while in the area – that the basic service is in order, just as tourists prefer it, cf. VisitDenmark’s analyses. This will also ensure that the narrative about offshore wind turbines is communicated by the tourism sector to spark the interest of tourists who may not have noticed them before.

scuba-diving and angLing buoysIt is not permitted to drop anchor within the offshore wind farm areas. This is obviously for safety reasons, as there are many cables, etc., on the sea floor. Also, it is not permitted to come alongside the foundations of the wind turbines.


19

At the small workshop, both DONG and EON stated that they have a permanent buoy situated within the offshore wind farm areas which they use for mooring purposes. Both companies were willing to allow this buoy to be used by others.

This could make the offshore wind farms accessible to a number of new users, such as scuba-divers, anglers or yachters.

The important factor here, however, is to communicate this to prospective users. This could be done through various channels, e.g. the tourist offices, harbour masters, scuba-diving and sailing clubs, Business LF, etc.

guided tours by boatBoat trips from Nysted to the offshore wind turbines have been organised in the past. As previously described, this was coordinated by the then tourist office in Nysted. As the Leisure Management students point out, the most interesting aspect of the wind farms is the wind turbines themselves. Therefore, it is relevant to try to get out to see them.

The cutter Amigo departs from Gedser, especially for angling tours. An agreement could be arranged for Amigo to visit the wind turbines on one or two set days a month. This could be coordinated by the tourist office in Marielyst. A picnic basket from a local restaurant could be included in the trip package. The captain should obviously be one of the people to be “trained” with information about the wind turbines, or, failing that, another person with the information required could accompany the trip.

The product could be marketed through the tourist office, and by notices posted in the Marielyst area. It could also be listed in G u i d e D a n m a r k and thus appear on www.visitlolland-falster.com. If the trip becomes more regular, the product owner could possibly buy ads in the Lolland-Falster catalogue.

The challenging aspect of this initiative, is that the boat trips can only be made on specific vessels,


20

including the Amigo (the companies responsible for the wind turbines also own vessels), and the fact that there is only one captain for this purpose. This makes the product vulnerable. In addition, the limited capacity of the boat makes the price per participant relatively high.

It could also be an option to get the local school og production, who owns a ship, to arrange guided tours to the wind farms.

energy toursThere is intense focus on green energy in Lolland-Falster. The use of Energy Tours should be optimised for the offshore wind farms. Energy Tours are already organised in the area, and a more comprehensive partnership should be established between Energy Tours and the offshore wind turbines. The challenge here is to determine who should be in charge of this. The owners of the offshore wind farms are only interested in business tourism to a limited extent as it is not their core business, so if they are not in charge, who should be?

Conceivably, a coordinated effort in Lolland-Falster could be made to train green guides to handle all types of Energy Tours in Lolland-Falster.


21

pamphLetOne of the ways to present the local wind turbines to local tourists is by making a pamphlet available at tourist offices and accommodation venues. The pamphlet could describe the specific offshore wind farm products available to tourists, such as Vindens Verden and the boat-trip options and could also present more general information and facts about the wind turbines.

In the preparation of such a pamphlet, it would be relevant to include “augmented reality”35 to the extent this is possible as a way of being able to include film footage taken at the wind turbines, etc. It would also be relevant to have the Danish pamphlet translated into English and German to make it accessible to German and Dutch tourists as well as Danes.

tourism guide training programme for business touristsAs part of Lolland-Falster’s Energy Tours, which the offshore wind farms could also more actively participate in, it would be relevant to train guides to manage the task of guiding various groups around the area. These guides should be able to

35 According to Wikipedia, Augmented Reality is explained as follows:Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented), by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real world with a simulated one. Augmentation is conventionally in real-time and in semantic context with environmental elements, such as sports scores on TV during a match. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world.

Chapter 6

Medium scale: Requires a little more effort and the sector has to take part


22

speak various foreign languages, depending on the groups visiting. These tours are in great demand by Japanese tourists.

These guides could be trained in collaboration with the tourism manager programme at Roskilde University Centre or the Centre for Business-oriented study programmes in Lolland-Falster (CELF).

coLLaboration with other offshore wind farms, such as scroby sandsIn terms of both ordinary and business tourists, it could also be interesting to explore the possibility of joining forces with other offshore wind farms, such as Scroby Sands in the UK or Djurs Wind Globe in Grenå, Denmark, which provides information about the Anholt Offshore Wind Farm.

The analyses in the report indicate that a number of the respondents with a positive perception of offshore wind turbines during their holiday might also wish to seek other holiday destinations, which also have offshore wind farms. This indicates a potential for attracting some of the more than 30,000 visitors, who visit the Scroby Sands visitors’ centre every year.

Gedser and Nysted are the areas closest to the two offshore wind farms, and therefore the places for new tourism products related to the turbines.


23

There are several options for creating more products and providing more information relating to the offshore wind turbines near Lolland-Falster. However, this report has also reviewed various analyses and theories which generally illuminate the potential in the very existence of the offshore wind turbines but which are substantially more demanding than the initiatives previously described. These large-scale initiatives require investors who are willing to invest in these products, and priorities need to be set.

visitors’ centreAs indicated in this report, the experience economy is an important element of providing information about a topic such as an offshore wind farm. At the same time, analyses also reveal the demand for a visitors’ centre, and this very combination of experience economy and visitors’ centre could make for a very interesting product.36

It should be possible to design such a visitors’ centre to accommodate the needs of different target groups. It should have something for families with children, for adults and for educational institutions and business groups.

In other words, the nature of the information provided should range from entertaining easy-to-grasp facts to more detailed technical data. For families with children it is relevant to have simple facts, preferably designed as play, where the edutainment elements37 are obvious. Pine and Gilmore point out that an educational experience encourages active participation. In this respect it makes good sense to study the educational elements employed by the Experimentarium science centre in Copenhagen. H2 Interaction in West Lolland also uses edutainment as an important aspect of its exhibition on renewable energy; for instance, it is possible

36 There is currently a visitor’s centre in Nysted, primarily featuring wall posters describing the wind turbines. This roposal for a visitor’s centre is envisioned as being of totally different dimensions and cannot not be regarded as a further development of the existing exhibition.37 Edutainment is defined by Wikipedia as follows: “Edutainment is a portmanteau arising from education + entertainment. The term denotes any entertainment content that is designed to educate as well as to entertain. Modern forms include computer software which use entertainment to attract and maintain an audience while incorporating deliberate educational content or messages. Edutainment can also include role-playing, board games, cartoons, etc.”

Chapter 7

Large scale:big ideas and big investments!


24

Other ideas

- Seafood festival - Bungee jumping from a wind- turbine tower

- Works of art painted on wind turbines - Light show-event on wind turbines.

to “generate” wind power by waving one’s arms. Loop Company is responsible for developing the concepts and installations at this centre.

Professional discussion is also available from International Wind Academy which has been working on the concept of a renewable energy visitors’ centre for a long time.38

For adults, the information should be more detailed, but without being overly technical, as not everyone has a natural interest in and understanding of the topic. Facts can be sensibly combined with amusing information without the user having to possess vast technical expertise, such as the fact that the amount of steel reinforcement used at Nysted Offshore Wind Farm is able to extend from Copenhagen to Barcelona.

For this target group, information about how to lead a more eco-friendly lifestyle, etc., could also be interesting.

When it comes to educational institutions and business tourism, the information should be highly technical and specialised, however. The edutainment elements of the exhibition might be too superficial for this type of visitor. It is debatable whether it is feasible to make an exhibition, that is interesting to all three target groups and whether it would be best to stick to the first-mentioned group. However, educational institutions and business tourists help to extend the season, as ordinary tourists are only in the area two or three months a year. The last-mentioned target group would also vastly improve the financial basis for the centre.

Conceivably, other types of renewable energy such as wave power could be included, so the tourist gets a complete experience of the area’s focus on renewable energy. As a general rule, the more hands-on activities available, the better the experience.

38 International Wind Academy A/S has described an experience and visitor’s centre for renewable types of energy called the “House of Energy”. The visitor’s centre is envisioned as including all four elements: wind, water, sun and earth, i.e. all sources of renewable energy. The venue is intended to serve as an experience centre (edutainment) for visitors who are actively involved in the experience and as a visitor’s centre and showcase for businesses and research institutions producing the latest renewable energy technologies, which include wind power and offshore wind farms. After visiting the “House of Energy”, visitors should be inspired to visit offshore wind farms, solar energy systems, a hydrogen-powered village, etc., either on one’s own or as part of a guided tour. International Wind Academy is attempting to secure the capital required to make the House of Energy a reality.


25

This means that it should preferably be possible to take a boat trip out to the wind turbines, or, as an alternative, that a demonstration wind turbine is available on land where it is possible to see the actual dimensions close up. In the absence of this, a mock-up could be built to indicate the height, diameter, etc., for visitors to see. This could easily be made into edutainment, e.g. by encouraging visitors to see how long it takes to run from one end of a wind turbine blade to the other.

The analysis of tourism trends showed that quality is important to tourists and if the quality is deemed up to par, they are willing to pay the price. Thus, a visitors’ centre would be a good example of experience economy where the affiliated experiences for providing information about the offshore wind farms can lay the groundwork for a sound business.

green hoteLTo accommodate tourists’ wishes for conceptualised holidays, a green hotel could also be interesting. This could be a hotel self-sufficient in energy, i.e. from solar cells, solar panels, wind turbines, etc., which serves organic food made from locally raised produce and where hotel guests have free admission to the “green” experiences in the area. The hotel building should be constructed of state-of-the-art eco-friendly materials and the furnishings and equipment should also meet specific requirements. Naturally, transportation in the area should be possible by electric car or bicycle.

Considering the acute shortage of hotel accommodation for business tourism around Nysted, Gedser and Stubbekøbing, it would be important for a Green Hotel to include meeting and conference facilities and thus be marketable as a business tourism destination.

green hoLiday weekendConceptualised tourism is also the basis of a green holiday weekend idea. Based on the many daily experiences in Lolland-Falster primarily used by business tourism and educational institutions, a weekend event could be held where the various testing facilities are open to ordinary tourists. Electric cars or buses could provide the transportation to the various experiences for this purpose. The event could also include various entertaining features about the environment and how ordinary citizens can lead a more eco-friendly life. Such a weekend could also include an energy fair where tourists and local residents learn more about products like solar cells and other sources of energy for their home.

If communicated properly in the right media, such an event could attract visitors from all over Europe, as this is a very relevant topic outside Denmark as well.


26

boat tripsTo fully exploit the potential of visits to the offshore wind farms, a vessel better suited than the present Amigo is needed, due to its limited capacity as described above.

Stena Lines and Grenaa-Anholt ferry company have joined forces to provide “wind turbine cruises” to the Anholt Offshore Wind Farm. This has resulted in more than 30 “cruises” by the ferry company and generated turnover of several million DKK. At the same time, these big shipping companies’ visits to the wind turbines have also generated more stays and overnight stays in the area.

This case is relevant considering the numerous ferry routes serving Lolland-Falster. Scandlines operates ferry service from Gedser (Falster) and Rødbyhavn (Lolland) to Germany; Færgen operates ferry service between Tårs (Lolland) and Langeland; a small ferry company has a service between Kragenæs and the islands of Fejø and Femø; while there is a ferry service between Bandholm and the island of Askø. In the summer season, a ferry service is also provided between Stubbekøbing and the island of Bogø using the small ferry “Ida”.

Thus, no small ferries operate out of Gedser or Nysted but only from ports in northern Lolland. As Nysted has previously had a ferry service, the harbour facilities could presumably handle a small ferry. Gedser’s harbour facilities would have no difficulty in accommodating a small ferry. This form of ferry service would also be an excellent product for the area’s cycling tourists.

A possible option would be to contact the shipping company Færgen, for instance, regarding possible collaboration for special occasions, such as business tourism and for a few tourist trips scheduled in peak season.

At the same time it would be ideal to use the ferry “Ida” at Stubbekøbing in connection with the comming wind farm at Kriegers Flak.

information with new technoLogyAs with many other information tasks, this new technology is a good example of the best possible way of providing relevant information to people who are interested. Another interesting idea would be to develop an app about alternative energy in Lolland-Falster which could provide interesting information to tourists and local residents. Each type of energy and other projects could have separate categories and the app would make it easy, using maps and GPS, to show where the various sights are located.

Augmented Reality is another new technology, which could be used in relation to the offshore wind turbines. From the decks of the ships serving the two ferry lines – Rødby–Puttgarten and Gedser–Rostock – it is conceivable that passengers could watch film clips or have fact boxes pop up on the screen of their smartphone when it is held up towards the wind turbines.


27

As part of developing products for ordinary and business tourists relating to the offshore wind farms, it is important to create awareness of the wind farms. There are various channels available for this purpose depending on target group and market.

For the Danish market, there are various marketing platforms to use in the tourism sector. First and foremost, it would be relevant to set up and update all products in the comprehensive GuideDanmark database. Setting up products in this database is free of charge and the products are divided into a wide selection of categories. The products should be available in Danish, German and English. Through the database, the products are visible on the www.visitlolland-falster.com website, at locally set-up info stands and at the “Going DK” app, as well as through other “visit-” sites such as visitdenmark.dk.

It would also be possible to market the products in the Lolland-Falster tourism catalogue, 70,000 copies of which are printed every year in Danish, German and English.

The various local communities in Lolland-Falster usually conduct local marketing activities with pamphlets describing the experiences available in the area. It would also be relevant to market the product in these pamphlets. For instance, Marielyst prints a Welcome Folder, a copy of which is found in all rented holiday homes. This would involve product owners buying the ads.

In addition, it is also recommended that campaigns be carried out in the German and Dutch markets by having the various partners join forces to create packages which include both accommodation and experiences. An agreement could be entered into with Scandlines about including the ferry crossing in the package.

Other channels should be used for marketing business tourism products. This could typically be trade journals, government ministries, embassies (e.g. Japanese), and through networks of people working in the fields of energy and the environment.

The GuideDanmark database also allows for setting up products, that are visible in the section of visitlolland-falster.dk dealing with business tourism.

Chapter 8

Marketing


28

This report has examined the possibilities of developing tourism products in Guldborgsund Municipality and in Lolland-Falster relating to the offshore wind farms situated off the coast of these areas.

The information provided in this report relating to the development of tourism shows, that this area of tourism has potential. The offshore wind farms could have a positive impact on tourists and at the same time, tourists are interested in learning more and having themed experiences during their holidays.

The report deals with two types of target groups: 1) for whom the offshore wind turbines could be a “reason to go”, i.e. the tourists are attracted to the area by the wind turbines or by conceptualised products for them, and 2) tourists who are already in the area who might find it interesting to learn more about the wind turbines during their stay.

According to the analyses, the first-mentioned group could potentially come from Germany and the Netherlands. Specific marketing is required to attract this target group, but they will not care whether they have these experiences in Gedser, Nysted or Stubbekøbing. It is the product, not the geography, they are travelling for.

The last-mentioned group will be easier to mobilise, especially in Marielyst, as critical mass is found here. Many tourists also visit Nysted and the waterfront as they are in the area anyway. This also means, that in relation to the possibility of using Stubbekøbing as a point of departure for products relating to offshore wind turbines, it may be more difficult to attract this target group.

Two possibilities apply to product development: further development of existing products and the development of new products.

If the choice is to further develop existing products, the report shows, that there are several areas, where results can be achieved quite easily. The analyses also show, however, that tourists tend to expect high quality in their experiences and expect state-of-the-art information as well, a standard the existing products might not be able to live up to. Therefore, one should consider how much effort and resources should be expended on this.

Chapter 9

C0nclusion


29

It is also worth considering whether to expend substantially more resources on developing new, more up-to-date products that can meet tourists’ requirements but which would also require substantially more work and investments.

The area of business tourism has great potential. The existing Energy Tours would be a perfect partner. The challenge here is, that the companies responsible for the offshore wind farms, do not give priority to expending resources on ordinary or business tourists, which means that another organisation – with the requisite capability to provide information about the offshore wind farms – is needed. The report presents a proposal for training guides for this purpose.

In general, it is true that products to be developed must have a higher profile in order to attract more tourists. This higher profile should be created by more marketing but also by ensuring that the people whom tourists meet during their stay (staff at tourist offices, hotels, etc.) have the requisite knowledge for providing information to tourists about the offshore wind turbines and any products relating to them.


30

Chapter 10

Overview of product ideas and tasksoffshore wind turbine workshop for tourism staffTask: To hold a workshop for tourism staff working near the offshore wind farms.Purpose: To ensure that they have the information required for explaining about the offshore wind farmsInformation: The workshop can be advertised through the tourism-sector network, e.g. Business LF.

scuba-diving and angLing buoys in the offshore wind farmsTask: To verify with owners of offshore wind farms that the buoys may be used by other parties.Purpose: To ensure access of scuba-divers and anglers to the wind turbine areasInformation: Direct contact with associations interested in this, and a pamphlet

guided tours by boatTask: To create contact between the tourist office in Marielyst and the captain of the Amigo.Purpose: To ensure the coordination of boat trips to the offshore wind farms with the tourist office in Marielyst as an active partner.Information: www.visitlolland-falster.com, the Marielyst Tourist Office and pamphlets.

energy toursTask: To make contact and encourage the people responsible for Energy Tours.Purpose: To ensure that someone manages the provision of information to business tourists concerning the offshore wind farms. This includes the training of guides.Information: Through information channels for local Energy Tours and www.visitlolland-falster.com.

pamphLetTask: To produce pamphlets with information for tourists about offshore wind farmsPurpose: To collect information about the products for learning more about the offshore wind farmsInformation: Distribute to all relevant venues (tourist information sites, accommodation venues, etc.) near the coastal areas close to the offshore wind farms.


31

coLLaboration with other offshore wind farmsTask: To establish contact with visitors’ centres in Grenå and Scroby Sands.Purpose: To exploit the attractive force of offshore wind farms to tourists. Information: Send pamphlets to Djurs Wind Globe and Scroby Sands.

visitors’ centreTask: To find investors who wish to generate business relating to the provision of information about offshore wind farms.Purpose: To lay the groundwork for establishing a modern visitors’ centre connected to the offshore wind farms south of Lolland-Falster.

green hoteLTask: To find investors who wish to generate business relating o the provision of information about offshore wind farms.Purpose: To lay the groundwork for establishing a large-scale accommodation offer for tourists in the Gedser area.

green hoLiday weekendTask: To establish a working group capable of managing the task of organising a weekend in the summer of 2014.Purpose: To ensure that the green initiatives in Lolland-Falster are optimally utilised in relation to tourists in the area.

boat tripsTask: To find an investor who is willing to generate business relating to boat trips out to the offshore wind farms, including contacting local ferry companies.Purpose: To ensure that the potential relating to the offshore wind turbines is utilised to the utmost by increasing the number of coordinated boat trips to the offshore wind turbines.

marketingTask: To provide coordinated marketing of the “green” products in Lolland-Falster in 2014.Purpose: To ensure a high profile for the tourism products, including business tourism, in the area.


32

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British Wind Energy Association: The impact of wind farms on the tourist industry in the UK, 2006.

Kuehn, Susanne: Sociological Investigation of the Reception of Horns Rev and Nysted Offshore Wind Farms In the Local Communities; Annual Status Report 2003 to Elsam Engineering, 2005.

Lighthouse Cph A/S: Fremtidens rejsebehov – ændringer I forbrugeradfærd påvirker fremtidige rejsebehov [Future travel needs: changes to consumer behaviour affect future travel needs], VisitDenmark, 2011.

Lilley, Meredith B., Firesone, Jeremy and Kempton, Willet: The Effect of Wind Power Installations on Coastal Tourism; Center for Carbon-free Power Integration, University of Delaware, USA, 2009.

Lund, Jacob M. et al.: Følelsesfabrikken Oplevelsesøkonomi på dansk [the emotional factory: the experience economy in a Danish context], Børsens Forlag, 2007.

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Co-financed by the European Union (The European Fond for Regional-development)

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