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EURO 2012: Step Forward

Discover strategies and opportunities for Lviv tourism during UEFA EURO 2012. Improve image, attract visitors, and enhance city infrastructure. Target key markets and leverage international media presence.

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EURO 2012: Step Forward

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  1. EURO 2012: StepForward Oleg Zasadny Head of EURO 2012 Department Lviv City Hall

  2. AGENDA • Touristic Market overview • Ukrainian Tourism development • UEFA EURO 2012 event • Lviv Tourism Strategy • Special offer for EURO 2012

  3. European Touristic market key facts

  4. Ukrainian Tourism attractiveness Bahamas India Emotional attractiveness South America Ireland Scotland France Poland Ukraine Afghanistan Popularity

  5. What we should target from EURO? • Improve image of Ukraine • Coordination of efforts aimed at developing tourism at the National and Regional levels • The presence of international media as a opportunity to show the city as a tourist and cultural center of Ukraine

  6. Whatwewanttoachieveas a result? • Worldwide degree of popularity • National and international improvement of city image • Economical success in a long run • City competitiveness based on improved infrastructure • Football arena according to international standard • Modern International Airport • Citizens‘ positive sense of „belonging to the City of Lviv“ • Consolidated position for the future development as a tourist destination

  7. Target markets A: Ukraine, Poland, Belorussia, Russia, Germany • Target markets B: Austria, UK, Italy, France, USA, Canada, Czech Republic, Israel • Target markets C: Romania, Turkey, Baltic countries, Asia

  8. e Core Markets Performance Four core markets - Poland, Germany, Russia and Ukraine – were selected based on their strong share of overall hotel stays: Tourist Hotel Stays in Lviv by Country of Origin, 2002–2007 Other Russia 188 Germany Poland 14% +16% Ukraine 3% 1481 4% ’000 people 11% 14% 121 4% 112 3% 106 15% 11% 14% 4% 14% 89 4% 4% 4% 3% 10% 3% 14% 10% 12% 2% 2% 16% 69% 68% 69% 68% 67% 65% 2002 2003 2004 2005 2006 2007 1 Compound Annual Growth RateSource: Lviv Tourism Department, Monitor Analysis

  9. TournamentCalendar AIRPORT – CAPACITY AND TIME SCHEDULE

  10. Our Guests Match 1: Germany - Portugal Match 2: Portugal - Denmark Match 3: Germany - Denmark

  11. Target Groups • Football players • UEFA Officials • UEFA Family (sponsors, commercialpartners) • Fans withticketstothestadium • Fans withouttickets • Media representatives • Volunteers

  12. Opportunities and Costs for EURO 2012 Home steyers Run away’s Residents who leave the city because of Event Residents who stayed in home country to visit event Time sweetchers Event Visitors Tourists who will come to the city anyway but change the time because of tournament Residents Fans who decided to visit city only because of event Fans who do not have to travel because they are living in the Host City Casuals Extensioneers Tourists who will come to the city even if there is no tournament Tourists who extend stay in the city because of tournament Changers Avoiders Tourists who change their plans to avoid beeing in the city because of tournament Tourists who resign from visit because of tournament Additional consumption Change of consumption Opportunity cost

  13. Total expenditure split (EURO 2008)

  14. Typical EM Fan • Evaluation of a study about the • UEFA Euro 2004 in Portugal: • Male • around 40 years old • well off • travels with friends • stays a few days at the venue • His expectations besides the match: • Fun and Party

  15. Numberof Fans in thegroup

  16. Howlongthey will stay in Ukraine

  17. Overviewofsomehostcityeventsandprojects • 3 matches in the Stadium • Public viewing • Accomodation • Gastronomy • City – dressing (publicand private) • Fan - mile • Public transportandParking Management • Public Relations – national and international press • Marketing & Events

  18. Improvement in Services • New Tourist Information Centers in the Airport and Train Station • Fan embasies in the City Center • Special „Way Finding“ systemfor Football Fans • Multi-lingual Guides in the City • Multi-lingualbrochures • Fan‘sGuide • Event calendar • City Map

  19. Public Viewing • Up to 25 Th Visitors • 40 Food & Beverage sales points • Two Big Screen located for better visibility in the main Fan zone area

  20. Accommodation • Increaseofaccommodationfacilities in • City and Region • Upto 6500 rooms in Hotels • 10 000 beds in Dormitories • Worldwide online reservationsofroomswith instant confirmation via Internet • Attractiveofferfor Hotels in thesurroundings • Additional Camp Sites for mobile homesandtents, dependingon theguestteams • Cooperationwithspecializedtravelorganizations (Trip Advisor, 442,…)

  21. PR and Marketing • Usageof City Logo andofficialcomposite logo • Promotion ofTourism • Special editions EURO 2012 (fan-guide, prospects, city-maps...) • High qualitycultural Events in the Official Fan Zone • Organizationof press visits • Provide City Media Center in the City Hall • Producingmediacd´sandfootage material • Invitation todaily press conferences • CooperationwithEmbassiesand Football Federations countries oftheguestteams

  22. EURO 2012 Events Entertainment concept (brief) Group Match and +1 Day Quarter and Semi final, final Non match day 14:00-16:00 – culture event for the countries playing, kids event withMcDonalds, TV translation, Body art 16:00-18:30 – Host cities presentation (all HC are invited with their program), Concert for the best Bands 19:00-00:00 – Match translation or Concerts

  23. Promotions in Internet Web-siteof Host City http://uefaeuro2012.lviv.ua Socialnetworks http://lviv.travel http://visitlviv.net

  24. Sustainabledevelopments

  25. Sustainability in City Development with EURO 2012 • 1. Attractadditional investments • Stadium • Airport • Transport network • 2. Create aadditional employment • Increase number of working places in the service organizations • Increase number of working places in the tourism industry • Attract new investment projects • 3. Build new image of the city • Address information to the tourist operators • Increase attractiveness as a tourist destination • Information distribution through EURO 2012 guests • Create additional demand for city guests

  26. “Barcelona’s ” Effect

  27. Tourism themes in line with Strategy

  28. Open Air Museum

  29. Coffee and Chocolate

  30. Gourmet tourism

  31. Artistic City

  32. Festivals an Traditions

  33. Spirituality

  34. Adventures and Relaxation

  35. Meetings and Events

  36. Візуалізація концепції бренд-буку Брендування громадського транспорту

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