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Stockholm, sweden

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KHOTEJA Ranjan
KHOTEJA Ranjan

This document discusses cultural tourism in Europe and Stockholm's efforts to promote itself as the "Cultural Capital of Scandinavia." It outlines Stockholm's assets and tourism statistics. It also describes Europe's cultural routes program, including the Viking Route that connects sites across 23 nations. Finally, it proposes a promotional campaign for Stockholm involving public and private partners to define messaging, integrate with the Viking Route, advertise through agencies, and distribute materials through travel agents and IKEA stores. The goal is to increase off-season tourism and diversify visitors to Stockholm.

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European Cultural Tourism European Cultural routes The Viking Route Prepared by : Guillaume GREGORIS Ranjan KHOTEJA MBA2A
Contents Stockholm Positive & Negative assets European Cultural Tourism European Culture Routes The Viking Route Promotional Campaign Culture capital of Scandinavia Objectives Partners
Stockholm, Sweden Self proclaimed capital of Scandinavia 18.8 million visitors 2013 (Sweden) 7.4 million visitors in Stockholm 2013 Main visitors from: Norway, Finland and Denmark Top spenders: Norway, Russia and Switzerland 83% leisure tourists,17 % business travelers
Positive points Diversified tourist activities Culturally rich Positive Image (safe place) Low population density Far from mass tourist destination
Negative points Seasonality: long winter with short days Expensive destination lack of tourist diversification Lack of glamour
European Cultural tourism Europe: a key cultural tourism destination Represents 40 % of European Tourism Preservation of the heritage Meeting and knowing people & cultures
European cultural routes Europe as a single tourism destination 26 transnational itineraries 90% of trials routes in rural areas with the active cooperation of Council of Europe European Travel Commission UN world tourism organization
The Viking Route first program launched in 1993 far-reaching and significant cross border collection of sites, stories and heritage relating to the shared Viking legacy of Europe and beyond 23 European Nations 50 sites on the route including examples of forts, towns, farms, quarries, ships, objects, museums. Managed by Destination Viking Association : (10 countries)
Stockholm Cultural Capital of Scandinavia Objectives: to promote Stockholm as a cultural destination to support the local economy to increase job opportunities to bring local historical monuments in highlight to reduce seasonality to diversify the nationalities of tourists Targeted visitors: Leisure travelers with an emphasis on Seniors who can easily travel off season
Stockholm Cultural Capital of Scandinavia The message: Stockholm has assets Museums (Vasa Museum, Skansen Open-Air Museum, The Museum of Medieval Stockholm,...) Monuments (Royal Palace, City Hall, Drotttningholm palace) Sightseeing (by bus and boat) Shopping Swedish gastronomy
Stockholm Cultural Capital of Scandinavia Partners, both public and private, will be needed to complete the campaign through its 4 major stages: 1. Define the message and create the basis on which it will rely (packages, events..): Stockholm Visitors Board Swedish Hotels and restaurants Association (SHR) Ministry for Enterprise, Energy and Communication 2. Give the project a European dimension and integrate it in the Viking Route Stockholm Region EU Office The Permanent Representation of Sweden to the European Union
Stockholm Cultural Capital of Scandinavia 3. Convert the message into action An advertising agency To best define the most suitable channels able to reach the target audience and convert the message into advertising media (videos, posters); an internationally recognized agency such as WPP or Publicis could be hired.
Stockholm Cultural Capital of Scandinavia 4. Deliver the campaign An agency with international status, such as JC DECAUX will be helpful; local agencies will be needed too. Travel agencies will be enlisted to promote and sell the packages: Thomas cook, Kuoni among others could play this part. IKEA: Swedens flagship Their worldwide retailing network can be used as a platform to relay the message and distribute leaflets and flyers.
Stockholm, sweden

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Stockholm, sweden

  • 1. European Cultural Tourism European Cultural routes The Viking Route Prepared by : Guillaume GREGORIS Ranjan KHOTEJA MBA2A
  • 2. Contents Stockholm Positive & Negative assets European Cultural Tourism European Culture Routes The Viking Route Promotional Campaign Culture capital of Scandinavia Objectives Partners
  • 3. Stockholm, Sweden Self proclaimed capital of Scandinavia 18.8 million visitors 2013 (Sweden) 7.4 million visitors in Stockholm 2013 Main visitors from: Norway, Finland and Denmark Top spenders: Norway, Russia and Switzerland 83% leisure tourists,17 % business travelers
  • 4. Positive points Diversified tourist activities Culturally rich Positive Image (safe place) Low population density Far from mass tourist destination
  • 5. Negative points Seasonality: long winter with short days Expensive destination lack of tourist diversification Lack of glamour
  • 6. European Cultural tourism Europe: a key cultural tourism destination Represents 40 % of European Tourism Preservation of the heritage Meeting and knowing people & cultures
  • 7. European cultural routes Europe as a single tourism destination 26 transnational itineraries 90% of trials routes in rural areas with the active cooperation of Council of Europe European Travel Commission UN world tourism organization
  • 8. The Viking Route first program launched in 1993 far-reaching and significant cross border collection of sites, stories and heritage relating to the shared Viking legacy of Europe and beyond 23 European Nations 50 sites on the route including examples of forts, towns, farms, quarries, ships, objects, museums. Managed by Destination Viking Association : (10 countries)
  • 9. Stockholm Cultural Capital of Scandinavia Objectives: to promote Stockholm as a cultural destination to support the local economy to increase job opportunities to bring local historical monuments in highlight to reduce seasonality to diversify the nationalities of tourists Targeted visitors: Leisure travelers with an emphasis on Seniors who can easily travel off season
  • 10. Stockholm Cultural Capital of Scandinavia The message: Stockholm has assets Museums (Vasa Museum, Skansen Open-Air Museum, The Museum of Medieval Stockholm,...) Monuments (Royal Palace, City Hall, Drotttningholm palace) Sightseeing (by bus and boat) Shopping Swedish gastronomy
  • 11. Stockholm Cultural Capital of Scandinavia Partners, both public and private, will be needed to complete the campaign through its 4 major stages: 1. Define the message and create the basis on which it will rely (packages, events..): Stockholm Visitors Board Swedish Hotels and restaurants Association (SHR) Ministry for Enterprise, Energy and Communication 2. Give the project a European dimension and integrate it in the Viking Route Stockholm Region EU Office The Permanent Representation of Sweden to the European Union
  • 12. Stockholm Cultural Capital of Scandinavia 3. Convert the message into action An advertising agency To best define the most suitable channels able to reach the target audience and convert the message into advertising media (videos, posters); an internationally recognized agency such as WPP or Publicis could be hired.
  • 13. Stockholm Cultural Capital of Scandinavia 4. Deliver the campaign An agency with international status, such as JC DECAUX will be helpful; local agencies will be needed too. Travel agencies will be enlisted to promote and sell the packages: Thomas cook, Kuoni among others could play this part. IKEA: Swedens flagship Their worldwide retailing network can be used as a platform to relay the message and distribute leaflets and flyers.