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TRANSROMANICA Technical Management of a Major Cultural Route

TRANSROMANICA Technical Management of a Major Cultural Route. Juliane Koch General Manager TRANSROMANICA e.V. TRANSROMANICA. … is focussed on the common cultural heritage of the Romanesque art and architecture in Europe …. 950 – 1250 AD. Criteria of Tourist Itineraries.

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TRANSROMANICA Technical Management of a Major Cultural Route

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  1. TRANSROMANICATechnical Management of a Major Cultural Route Juliane Koch General Manager TRANSROMANICA e.V.

  2. TRANSROMANICA … is focussed on the common cultural heritage of the Romanesque art and architecture in Europe …. 950 – 1250 AD

  3. Criteria of Tourist Itineraries Source: dwif Consulting 2008

  4. Theme • Theme • USP: clear theme, identifiable for the tourist • Pilgrim pathways (3), Personalities (4), Architecture (4) • TRANSROMANICA • Consequences • (A) Building up your own network • (B) Joining an existing network

  5. Routing & Signage System Saxony-Anhalt Thuringia Paray-le-Monial Carinthia Slovenia Serbia Piedmont Provinces Modena, Parma and Ferrara Provinces Castile and Leon, Cantabria, Aragon, Catalonia and Aquitaine Erfurt, 25.06.2008 5 5

  6. Routing: Regional itineraries

  7. Routing & Signage System • Uniform design standards in front ofsites

  8. Perceptibility of the theme • Making the theme visible at the sites / along the way • Opening hours, guided tours, events, exhibitons • Romanesque Award ceremony, Romanesque Ralley, Concerts in Romanesque churches

  9. Internet & Organization • Perceptibility in the internet: www.transromanica.com • Organizational body • Legal status, budget and staff • 58 % organized in an association (>7 members) • Volunteers vs. Professionals • Membership due, own revenues, sponsoring • Organs: Executive board, scientific board, members • Partner structure

  10. Members of TRANSROMANICA • Slovenia • National Tourism Association • Carinthia • TRANSROMANICA Austria • Piedmont • Ministry of Culture, Landscape Observatory • Serbia • National Tourism Organisation, Ministry of Culture • Provinces Castile and Leon, Cantabria, Aragon, Catalonia and Aquitaine • EuropaRomanica • Regional Government of Castile and Leon • Thuringia • Thuringia Tourism Ltd • Paray-le-Monial • Internat.Study Centre •  Basilica of Paray-le-Monial • Provinces Modena, Parma and Ferrara • Province of Modena • Saxony-Anhalt • Ministry of Regional Development and Transport • Tourism Association • Diversifiedpartnerstructure • Networks • > 5 sites • 10.000 € p.a. • Single sites • 1 site • 1.000 € p.a. • Interreg IVB CE: • 2,3 Mio €

  11. Workflow Romanesquebuildings Touristicpartners Public Relations Political lobby Work andcommunication on regional level Oneregionservesas „shoppingwindow“ fortheothers Members in theregions Deliveryof material, communicationbetweenpattners, presentationtothe outside andas a whole Deliveryof material andrequestforpresentation TRANSROMANICA office

  12. Clients & Identification • Management of the clients • One central contact office • Tourist marketing, target groups • Market study, sales manual, TRANSROMANICA Tourism Exchange Modena, famtrips, press tours … • Regional identification • Top down or bottom up • Exchange of guides, students, partners, artists

  13. Packaging & Quality • Tourist Packages • Making the theme bookable • Packages or by modules • Quality criteria • Development and safeguard • A few and hard criteria vs. many and soft criteria

  14. Criteria TRANSROMANICA • Cultural-historic, e.g.: • % ofRomanesquepartofthebuilding • Conditionofthebuilding • Level ofhistoricsignificance • Touristic: • Catchmentarea • Evaluation in guidebooks • Openinghours, frequencyofevents… • Criteriamadebyexternals: • Public relations, workingwithyouth, touristmarketing…

  15. Coming up… • May 2010: An amazing journey through the Middle Ages, Modena, Italy • June 2010: Opening of the painting/ photograph exhibition created during a school exchange; Thuringia (Germany) & Carinthia (Austria) • September 2010: Summer School Carinthia (Austria) • New image brochure and websiterelaunch

  16. As always… • International marketing platform • International recognized quality label • Contacts to new partners and cultural routes in Europe • Personal advice by TRANSROMANICA office • Promotion and funding TRANSROMANICA e.V.Juliane Koch• Danzstr. 1 • 39104 Magdeburg • GermanyPh: +49 (0)391 - 73 84 350 • j.koch@transromanica.comwww.transromanica.com

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