Sue Warren Independent Consultant London

1. South East Europe: achieving competitiveness3rd Regional Competitiveness ConferenceSoutheast EuropeMontenegroMay 20 – 22, 2008 Sue Warren Independent Consultant London

2. South East Europe: achieving competitiveness Challenge is to grow the market for visitors Get people to stay longer in the region Get them to spend more Identify the strengths / successes & build on them Present a new Balkan face Celebrate ethnic diversity Not to take neighbour’s tourists to hold on to good ideas to hold on to conflict hangover get constrained by the time it takes visitors to travel around

3. Globalisation can drive discovery brands Each country’s individuality is its unique asset, especially because of globalisation Strength is the diversity of ethnicity & experiences Why would countries want to “merge” their competitive identities? Good strategy, plans, delivery should be rewarded BUT harmonization, collective activity, practical networking, will raise the game for mutual benefit

4. Managing globalisation for tourism • Budget airlines lower travel costs • Rising spending power of a growing international middle class • Search for new experiences • Threat of product parity, how to compete in the marketplace • Growing demand for wider, richer more diverse cultural diet • …enabled & stimulated by the rapid rise of low-cost digital communications

5. Managing globalisation for tourism Globalisation means the opening up of Europe Bulgaria & Romania going into the EU brings SE Europe closer to the markets in terms of cost, accessibility e.g. more and cheaper flights Why not aim to create a “mini Europe” within Europe Not a Balkan “brand” or joint identity

6. Manage demand and supply • Note the tourism trends - analyze them and play to the opportunities, separately and together • Two markets emerging • The familiar Tour groups - • Growth of the new traveller - Independents • They have different needs • What does each market require?

7. Know your markets (segmentation) Independents - they look for ideas They do their own research UNESCO routes - good for Tour groups but not for Independents - they want their own discoveries Based on good, motivating information, interesting propositions e.g. hook around events EXIT festival in Serbia - 11.000 Brits attended last year, more foreigners than locals Bosnia and Hercegovina hosting 2009 World White Water Rafting  Championships You each have many examples

8. What can the SE region offer? • Product that is shared across borders: • Eco / village / authentic experiences • Routes for culture, wine, olives • Religious trips and Faith pilgrimages • Adventure / adrenalin - rafting, hiking • Sun, sea and squid • Harness what is there

9. What can the SE region offer? • Product that is shared across borders: • East meets West • Routes for culture/heritage, wine, food & hospitality • Religious trips and Faith pilgrimages • Adventure / adrenalin - rafting, hiking • Eco / village / authentic experiences • Nature / Birding • Eco / village / authentic experiences • Sun, sea and squid • Harness what is there • See where you could join up

10. Adriatic cities toursthe Balkansequal

11. Globalisation: imperatives for tourism

12. Europe Quartet

13. Network for strength

14. Build on existing ICT projects / portals

15. Network for strength • Create networks to strengthen the regional offer • Work with the private sector through existing associations • eg1 - Association of SE Europe Travel Operators • eg2 - Balkan Alliance of Hotel Associations, http://www.balkanalliance.org/

16. Network for strength

17. Balkan Federation of Travel Agencies Federation’s interactive activities “……sharing of experience, information and attitudes, including statistical, demographic and socio-economic approach to tourist recourses of the member countries, as well as mutual cooperation among them in respect of the existing facilities, tourist establishments, legislation, organization of the tourist trade by the states, developing strategy and programs and other relevant factors in the promotion of tourism. “

18. Cooperation to achieve goals of common interest

19. Globalisation: public diplomacy

20. Quality Use tools such as Quality Marks which can be regional For promotion and for business improvement

21. Quality management – the New Zealand model rigorous assessment and licensing process range & quality of services appropriate to the star grade

22. Bespoke system for Bulgaria The Authentic Bulgaria Quality Mark complements the State system of certification which takes into account minimum standards. Much stronger emphasis on the characteristic experiences that authentic tourism provides… hospitality, personalized service, ambience, cuisine & ties to the local community These factors carry the strongest weight in this assessment system Independent assessors assess & provide business advice to operators

23. Bulgaria: focus on quality Created one official, integrated, country-wide Quality Mark for small accommodation providers The Quality Mark tells travellers that a business is professional & offers a real Bulgarian experience...they can trust their quality and authenticity The Quality Mark & the systems behind it, help businesses to improve their quality. …provides a valuable business tool for providers to improve their professionalism and credibility in the marketplace, attracting more profitable customers

24. Awards of three grades…. ….a rose of distinction

25. South East Europe: achieving competitiveness • Focus on Government • Political issues between countries in the region • Visa’s, make it easy for visitors • Border points - a lane for lorries and a lane for leisure visitors • Why not have dedicated tourist friendly border crossings?

26. South East Europe: achieving competitiveness • Ease of accessibility • Airlines - new hubs to feed into less easily accessed markets • Trains - joint tickets • Harmonisation of practices • Eg car hire for independent travellers

27. South East Europe: achieving competitiveness Maintain the individuality of countries within SE Europe Not just value for money It is about experiences weighted against amount of effort How hard is it to travel around?

28. South East Europe: achieving competitiveness • Promotion - practical initiatives • Joint media famil’s • Let independent journalists choose • Monitor Trip Advisor and similar sites • Market focus • Marketing more effectively – research and target agreed source markets • Market to the same markets in a consistent way for • benefits collectively and individually

29. South East Europe: old, but “new” destinations • Challenge is to grow the market for visitors • Get people to stay longer in the region • Get them to spend more • Make it easy for travellers • Identify the strengths / successes & build on them • Present a new Balkan face • Networking • Harmonization of standards, protocols • Consistent quality – such as a regional Quality Mark • Collective activity – work with private sector • Practical activities such as joint online presence, consistency promoting into target markets • Market focus and anticipating trends