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**Empowering Tourism Businesses with Minds Into Matters**

Discover the project that aims to elevate rural tourism businesses in Iceland through professional development and enhanced profitability. Learn about the challenges faced by SMEs and the efforts to bridge the skills gap in the tourism industry.

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**Empowering Tourism Businesses with Minds Into Matters**

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  1. Minds Into Matters - Making BoB 2016 – 2018 A presentations for ME day held in Podebrady on the 16th of May 2018 Hotelová škola Czech Republic Hansina B einarsdóttir project coordinator

  2. The story behind the project Iceland and the background of the project Tourism - opportunities & obstacles EU project M M and our work The partners Our goals and achievements BoB for better business Step by Step Iceland 2016 - 2018

  3. Personal experience in running a rural boutique hotel for more than 10 years • Working in adult educations & training on international level for decades • Interested in entrepreneurship and international networking • Interviews & discussion with over 100 SME tourist businesses in rural Iceland The story behind the MM project – the backgorund

  4. According to the United Nations World Tourism Organization (UNWTO), there were over 1.1 billion tourists around the globe in 2014. About half of them visited countries in Europe, i.e. 580 million, some 70 million of whom travelled to Northern Europe • The United Nations World Tourism Organization expects the rise in the number of tourists to continue at a global level, forecasting 1.4 billion in 2020 and 1.8 billion in 2030. GROWTH IN Global TOURISM

  5. Fast growth from 300.000 visitors in the year 2010 to 2.2. mil 2018 • From just summer season part time jobs to all year around • Foreign exchange earnings from this sector as a whole are expected to • substantially increase, rising from ISK 350 billion in 2015 to more than ISK 620 billion in 2020 and probably over ISK 1,000 billion by 2030. The Tourism in Iceland

  6. Number of visitors smashes all earlier recordsThe number of foreign visitors travelling to Iceland who passed through Keflavík Airport was approximately 1.77m in 2016, or 40% more than in 2015. One may assume that the number covers more than 98% of visitors coming to Iceland. Those who came through other airports and the passengers of the ferry Norræna are not included in this number. The passengers of cruise liners are defined as day trippers and are not, therefore, included in this number.The year-on-year increase has commonly been 25.4Sources www.ferdamalastofa.is New visitors – and opportunities

  7. The Icelandic tourism • professionalism and knowledge’s • A huge cap between growth in tourism jobs and skilled people • More than 45 % of the total workforce in tourism has little or no formal education • There is fine offer of diverse educations in the field but a little interest or request from the business owners…. • Over 70 % of the rural businesses in tourism employ less then 10 people • All business report that they will need more educated people in the coming future • All business report they would like to train their people in more efficient way • Over 80% of the SME in the tourist field are NOT making enough profit to grow and they are not sustainable for the future The SME business reality in Iceland

  8. Lack of professional knowledge of running business Planning, languages, IT, marketing, management, selling, product definitions Most of the business knowledge was in the minds of the owners ... Difficult to train and transform information's .... Difficult to sell or show the business How can we support tourist businesses to be more professional and profitable ? Step by step findings – what do they need ?

  9. Running SME business means managing many tasks at the same time ..... If you are not going to run out .... Collecting each business knowledge's into one Book of Business Your personal BoB From complexity to simplicity

  10. Work with others – create a pilot project Minds Into Matters – Making BoB Working with partners from 5 countries With similar findings and situations Our partners in the Erasmus + project MM

  11. Getting to know each others culture and tourism Setting the working rules Understanding BoB – Book of Business Finding Turbos to work with Our working group in the project

  12. Andragogy - ‘the art and science of helping adults learn’ • Our approach • Self directed learning – knowledge for daily work • Mentor or facilitator who are assisting, directing and in our case also writing BoB – instructed by the TURBO themselves • Appropriate and tailored cooperations to the need of adults • Based on mutual respect and trust • Fun and fitting How can we work with the adult TURBOS?

  13. Mentor training for all members • The main goal of the Mentor training: • To give & get some advice about how to approach and work with the Turbos • To try to get our partners to understand the the concept of Andragogy • To have the Mentors to understand the TURBO situations and running SME • To practice and talk about the main purpose & use of BoB for the Turbos How did we prepare our partners for the work ?

  14. Creating BoB in business means • Visualize the art and the uniqueness of each business • Professonalism and quality • Sustainable work for the future • Having tool to use in training • Proudness • Leaving a legacy What does Bob mean for each business ?

  15. Having our own BoB means ..... „I am proud of what we have created and now this is visual in one book“ „We understand how important it is to have a guideline and teaching material for our staff member and now it so easy to train „ „ I have time for management, marketing and creating new product „ „ This motivates and empower me to meet others and tell about my company – now I finally have overview and can speak like a professional “ „ This simple mean time – and time is money “ What are people gaining ?

  16. Turbo Training – creating BOB Iceland 2016 – 2018 Skjaldarvik Guesthouse and recreation Step by Step Iceland 2016 - 2018 Vitinn restaurant and training center

  17. Tenerife Turbo Training 13.-17. Marz Step by Step Iceland 2016 - 2018

  18. Czech RepublicTurbo Training 23. -27. August 1. Hana & Michael in Zápy Step by Step Iceland 2016 - 2018 2. Milos in Podebrady

  19. Lithuania 2. - 7. September 1.Nemunas tour Jurgis & Danute Step by Step Iceland 2016 - 2018 2. Zalensu sodyba with Eimantas and Roma family

  20. Anno 2017 EstoniaTurbo Training 13.-17. September 2. Tarvise Turism 3. Taevaskoja Turismi- Step by Step Iceland 2016 - 2018 1. Nelijärve Puhkekeskus

  21. Poland 25. – 29. of September 1.Kowalski family 2.Talaria Spa & Resort Step by Step Iceland 2016 - 2018

  22. Our product - BOB contains Simple text like this Picture ... Videos “ Our mission is to preserve the culture of small fishing and farming villages in Iceland. In order to do so we have collected old souvenirs that are related to the culture and our lives here in Reykjanes peninsula. Over the past decades we have been developing crab festival for our guests “ BoB is a live multiply tool to work with

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