Présentations  du  Place  Marketing  Forum  2013  14  &  15  Octobre  Centre  des  Congrès  Aix    

The  Excellence  of  a  governance  and  destination  management  model  

Part  1  

Claes  Bjerkne  and  Camilla  Nyman  Destination  Development  Göteborg  

15/10/2013  Centre  de  Congrès  d’Aix-­‐en-­‐Provence  

DESTINATIONS ARE PLACES WHERE PEOPLE WANT TO BE.

THEY ARE SPECIAL PLACES!

THEY OCCUPY PEOPLE’S HEARTS AND MINDS.

DESTINATION DEVELOPMENT GÖTEBORG..

HOLISTIC VIEW.

Sustainable  tourism  development  requires  a  holis4c  view  based  on  two  perspec4ves:    

How  a  des4na4on  can  be  a9rac4ve  for  people  to  live,  work,  study,  visit  and  invest  in.    

How  sustainable  des4na4on  development  generates  posi4ve  economic,  cultural,  social  and  environmental  effects.    

IN TH

E INTER

EST OF TH

E GO

THEN

BU

RG

PEOPLE.

Quality of life Growth Confidence Inspire young people Strengthen the brand Tourism revenue Tax revenues Creates new jobs Integration City renewal Wider selection of culture, entertainment and sports, restaurants, cafés, shopping facilities etc.

IN TH

E INTER

EST OF LO

CA

L PEOPLE.

Growth Confidence and pride Quality of life Strengthen the brand Tourism revenue Create new jobs Tax revenues Integration Inspire young people City renewal Wider selection of culture, entertainment and sports, restaurants, cafés, shopping facilities etc.

COOPERATION.

TOURISM PARTNERS

PUBLIC PARTNERS

CONSTRUCTION & REAL ESTATE COMPANIES

MAJOR SWEDISH COMPANIES

BANKING & INSURANCE COMPANIES

TEAM GÖTEBORG

VISION GÖTEBORG.

VISION

.

Göteborg shall be a first choice among cities in Europe by being:

VISION

.

One of Europe’s most humane and attractive city regions to live, work, study, invest in and to visit.

MAIN STRATEGIES.

STRATEG

IES.

 Cooperation

 Active involvement

 Quality products & holistic solutions

BUSINESS MISSION.

Göteborg & Co shall, in an international comparison, be a leading platform for cooperation on destination development.

BU

SINESS PLA

NS.

10 – 15 years Long term vision program

3 years Mid term business plan

Annual Short term action plan

OPERATIONAL GOALS.

OPER

ATION

AL G

OA

LS. 2014 – 4.000.000

1991 – 1.500.000

Hotel guest nights

2006 – 3.000.000

2014 – € 3  billion

2006 – € 2,5  billion

Tourist turnover

OPER

ATION

AL G

OA

LS.

1991 – € 1 billion

2014 – 20.000 (28.000)

2006 – 17.000 (24.000)

Number of people full year employed

OPER

ATION

AL G

OA

LS.

1991 – 8.000 (11.000)

BALANCED SCORECARD.

BALA

NCED

 SCORECA

RD.  

The  Balanced  Scorecard  divided  into  five  perspec=ves:  

1.  Des=na=on  perspec=ve:    

•  Economic  

•  Social  

•  Environmental  

2.  Owner-­‐  and  partners’  perspec=ve:  

•  Sa4sfac4on  

•  Economic  

3.  Visitors’  perspec=ve:  

•  Events    

•  Mee4ngs  and  conven4ons  

•  Business  and  leisure  

4.  The  Gothenburg  people’s  perspec=ve:  

•  Sa4sfac4on  

5.  Employees’  perspec=ve  

FOCUS AREAS.

FOC

US A

REA

S. The  Product  

The  Brand  

Accessibility  

Organisa=on  and  Financing  

PRO

DU

CT.

“The  Product”  consist  of  different  sub  categories,  which  need  to  be  considered  when  developing  sustainable  des=na=ons.    

City  soul  Architecture  Events  and  event  facili=es  Mee=ngs  and  mee=ng  facili=es  Arts  and  art  facili=es  Food  Accommoda=on  Parks,  gardens,  seaside  Universi=es  in  the  city  centre  

A broad range of local culture, entertainment- and sports activities

A home game of football & ice hockey in the premier league. Performance of opera, shows, musicals, concerts,

guest appearance. Exhibitions at museums.

World Championships in figure skating 2008, European Championships in Handball,

Gothia Cup, Volvo Ocean Race, Göteborg City Festival, TUR-Fair, Göteborg Book Fair, IADR, The

Swedish Society of Medicine, Da Vinci Exhibition

European Athletics Championships 2006,

EU-summit meeting2001, World Championships

in Athletics 1995, European Championships

Football 1992

EVEN

T  PYRAMID.  

Göteborg Horse Show, Partille Cup, UEFA Champions League, The Göteborg Film Festival, U2, Metallica.

SPORTS EVENTS. European Championship (EC) in Football 1992 World Championship (WC) in Speedway 1992 WC in Handball 1993 WC in Table tennis 1993 WC in Ice skating 1994 WC in Athletics 1995 WC in Swimming 1997 Tall Ships’ Races 1997 World Gymnaestrada 1999 Gothia Cup Match Race WC in Ice Hockey 2002 Volvo Ocean Race 2002 EC in Shooting 2003 WC in Ice skating 2003 WC in Ice skating, Short track 2004 Volvo Ocean Race 2006 EC in athletics 2006 WC in Figure skating 2008 UEFA U21 Championship 2009 EC in Athletics, indoor 2013 EC in Football (Women) 2013

ANNUAL EVENTS. Göteborg Book Fair

Göteborg Film Festival

Göteborg Horse Show

Göteborg Half Marathon

Göteborg Jazz Festival

Göteborg Cultural Party

Göteborg Basket Cup

Gothia Cup

Partille Cup

Swedish Match Cup

Tjörn Runt

TUR (Tourism) – Fair

Göteborg Dance- and Theatre Festival

Christmas City Göteborg

Science Festival

World Youth Games in Athletics

Göteborg Hockey Cup

Way Out West

CONCERTS. Elton John Madonna Michael Jackson Rolling Stones Frank Sinatra Bruce Springsteen Rod Stewart Three Tenors Tina Turner George Michael Andrea Bocelli U2 David Bowie AC/DC Pink Floyd Metallica Paul McCartney Iron Maiden REM Robbie Williams Gyllene Tider Dolly Parton Justin Timberlake Bob Dylan

Meetings •  EAS, Atherosclerosis 2011 •  IATA, Flight scheduling 2011 •  Heart Failure 2011 •  FEBS, Biochemistry 2010 •  EADV, Dermatology & Venereology 2010 •  ECTRIMS, Multipel Sclerosis 2010 •  EBMT, Blood & Marrow Transplantation 2009 •  FEMS, Microbiology 2009 •  WAS, Sexual Health 2009 •  WAN, World Association of Newspapers 2008 •  ESTRO, Radiology & Oncology 2008 •  EAACI, Allergology 2007 •  Swedish Medical Association •  1998, 2000, 02, 04, 06, 08, 10 •  Swedish Dental Association 1999, 2002, 05, 07, 10 •  EU Summit 2001

MEETING  CITY.  

CITY SO

UL.

Empathic,  crea4ve,  intellectual,  dynamic  

Everything  within  walking  distance  

Open  &  friendly  people   New  challenging  architecture  

Tourism   Mee4ngs   Business   Sport   Events   Culture   Educa4on  

Open   Warm   Friendly   Ac4ve  Welcoming   Vibrant  

Empathy  

Innova4ve  

Closeness  

Great  variety  

Diversity    of  accessible    experiences    

in  a  welcoming    atmosphere  

BRAND  PLATFO

RM.  

Premium  accessibility  

Diverse  city  a9rac4ons  

Ny bild från hemkomsten.

THE B

RA

ND

.

Brand TH

E BR

AN

D.

ACCESSIBILITY.

AC

CESSIB

ILITY.

2011  ~  80  

2011  ~  40    

Direct  flights  to  Gothenburg  

Low  Cost  Airlines  

ORGANISATION & FINANCE.

MARKET  

Mee=ngs   Tourism   Events  Business  group  

Research  sta=s=cs  

Visitor  service  

Market  communica=on  

Media  centre  

Finance,  law,  administra=on  

CEO  

Board  

ECO

NO

MY 2009.

The City 80 000 000

Partners 85 000 000

Products 85 000 000

Turnover 250 000 000 SEK

(~ 30 million €)

KEY SUCCESS FACTORS.

KEY SUCESS FACTORS.   People - Companies - Entrepreneurship

  Strong political commitment

  Long term financial support from national (governmental) and regional level

  Private Public Partnership

  Holistic perspective

  Visions

  Goals & Strategies

  Distinctive Leadership

  Professional Organisation

  Courage

  Continuity

THANK YOU!

www.bjerkne.com