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Institute for Systemic Management and Public Governance

Tourism development in the Lake Constance region

Simone Strauf 9.10.2012, Radolfzell Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

Institute for Systemic Management and Public Governance

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Agenda

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Defining the spatial dimension of the tourism destination Lake Constance

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Key facts and figures: The international tourism destination Lake Constance

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Destination management in the Lake Constance region

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Examples of international cooperation in tourism offers

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Spatial definition of the tourism destination Lake Constance

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…

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The core of the destination Lake Constance? Core region IBK region

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Facts and figures: The international tourism destination Lake Constance

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4 countries

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10 federal states / cantons

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41 counties and districts

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528 municipalities

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12 tourism organisations

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About 5,000 tourism experts (perceived even more…) 

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… have to be coordinated… 

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About 3-5 million inhabitants More than 25 million overnight stays More than 30 million single-day guests Recreation area for more than 6 million people, who live in the whole catchment area Many regional and supraregional tourist attractions … and an outstanding popularity in the Germanspeaking countries

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An outstanding popularity... No, I never heard about it 1%

Yes, I heard about it 10%

Yes, I know it well 41%

Yes, I know it 48%

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Source: Scherer/Johnsen/Strauf 2005

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… and many regular guests

Don’t know 1%

Never 11% Once 7%

More than 5 times 56%

2-5 times 25%

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Quelle: Scherer/Johnsen/Strauf 2005

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Image perceived by guests and tourism service providers -2

sleepy

unpleasant

boring

-1

0

1

2

inspiring anregend

angenehm pleasant

entertaining unterhaltsam Tourism service providers

stressful

recreative erholsam

native

exclusive exklusiv

expensive

Guests

preiswert good value

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Source: Scherer/Johnsen/Strauf 2005, Survey IDT-HSG 2009

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Supply of hotel beds (2009) Number of hotel Anzahl Betten 2009beds per municipality 0 - 50 50 - 100 100 - 500 500 - 1000 1000 - 2000 2000 - 15000

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Source: Eigene Darstellung nach Daten der jeweiligen statistischen Landes- und Bundesämter

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Overnight stays (2009) Logiernächte 2009 stays per municipality Number of overnight 0 - 25,000 25,000 - 50,000 50,000 - 100,000 100,000 - 250,000 250,000 - 500,000 500,000 - 5,000,000

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Source: Eigene Darstellung nach Daten der jeweiligen statistischen Landes- und Bundesämter

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Overnight stays (2011) Number of overnight stays per district/canton

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German regions: 39% Austrian regions: 26%

Swiss regions: 34% Liechtenstein: 1% Source: Eigene Darstellung nach Daten der jeweiligen statistischen Landes- und Bundesämter

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Overnight stays per inhabitant

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Source: Statistik Plattform Bodensee 2012

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Development of overnight stays in the Lake Constance region

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Source: Statistik Plattform Bodensee 2012

Development driven by supply 80% 70%

Change in overnight stays 1997-2007

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Gaienhofen

60% 50%

Dornbirn

40% Feldkirch 30%

Radolfzell

Bregenz

20%

St. Gallen

Überlingen

Lindau Uhldingen-Mühlhofen

Wasserburg

0%

Friedrichshafen

Allensbach

Konstanz

10%

Meersburg

Langenargen

Immenstaad Reichenau

Gailingen

-10% -20% -30%

Hagnau

-20%

-10% 0% 10% Change in the supply of hotel beds 1997-2007

20%

30%

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Quelle: Eigene Darstellung nach Daten der jeweiligen statistischen Landes- und Bundesämter

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Origin of the overnight guests

2%

3%

Germany Deutschland

10%

Schweiz Switzerland Austria Österreich

restl. OtherEU European countries

In total, guests from Baden-Württemberg made up 48% of all guests.

85%

Baden-Württemberg Nordrhein-Westfalen Bayern Ostdeutschland Mitteldeutschland Norddeutschland 0%

20%

40%

60%

80%

100%

Berlin

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Source: IDT-HSG Online-Survey 2010.

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Guest structure 100% 90% 80% 70% 60% total

50%

hotels holiday flats

40% 30% 20% 10% 0%

Singles

Couples

Families

Groups

Couples are the most prevalent guests. Institute for Systemic Management and Public Governance

Source: IDT-HSG Online-Survey 2010.

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Age structure More than 70 years 5%

Up to 15 years 8% 16 to 30 years 12%

51 to 70 years 35%

31 to 50 years 40%

40% are older than 50 years. Institute for Systemic Management and Public Governance

Source: IDT-HSG Online-Survey 2010.

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Length of stay More than 2 weeks 15%

1 night 15%

2 to 3 nights 15%

1 to 2 weeks 27%

4 to 7 nights 28%

42% stay longer than one week. Institute for Systemic Management and Public Governance

Source: IDT-HSG Online-survey 2010.

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Most important tourist attractions Tourist attraction with Regional importance Supra-regional importance

International importance

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Source: Own inquiry 2009

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Movement patterns (BEK)

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Quelle: Auswertung der BodenseeErlebniskarte 2008 (ohne Schifffahrt)

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Economic importance Lake Constance (core region)

Overnight stays absolute

turnover

Single-day guests absolute

turnover

5‘600'000

716'800'000 €

25'000'000

702'500'000 €

CH

800'000

102'400'000 €

5'000'000

140'500'000 €

A

900'000

111'800'000 €

2'000'000

56'200'000 €

7‘300'000

931'000'000 €

32'000'000

899'200'000 €

D

Total

Total turnover by tourists: about 1.8 billion €, which is equivalent to about 35'000 employees (fulltime) in hotels and restaurants

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Quelle: Übernachtungen: Daten der statistischen Landes- und Bundesämter, Ausgaben Übernachtungs- und Tagesgäste: DWIF (2010 und 2006) Raumabgrenzung: Destination Bodensee (enger Raum), Daten für 2011

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The Challenge

Completely occupied

Almost occupied

Partly occupied

Rarely occupied

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Hotels Hotelsund Pensionen (rd. 175) Bed & breakfast, agritourism, flats Privatunterkünfte, Bauernhöfe,holiday Ferienwohnungen (rd. 400) Youth hostels, guesthouses, camping Jugendherbergen, Gästehäuser, Campingplätze (rd. 30)

Quelle: IDT-HSG Online-Befragung 2010.

Destination management organisation

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Shareholders of International Lake Constance Tourism Ltd.

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Regional and interregional cooperation

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Source: Internationale Bodensee Tourismus GmbH 2012

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Interreg IV project: Competitive positioning of the Lake Constance region to improve destination management • Project coordinator: IBT (destination management organisation) • 19 regional partners: Universities, shareholders, tourism organisations, enterprises and other stakeholders • Aim: ‒ Optimise the destination management to improve the competitiveness of the destination ‒ Share a vision to create a common identity within a multinational destination ‒ Image profil and positioning on a national and international market

• Intensive work during 3 years (2009-2012) Institute for Systemic Management and Public Governance

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Interreg IV project: Competitive positioning of the Lake Constance region to improve destination management 

Results: – SWOT-profil – Agreement on a strategic direction – Definition of the brand’s content – Suggestions for the main brand topics – Development of products and offers corresponding to the brand – Discussion and proposal of organisational models

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Soft facts: – Many personal contacts, networking – Better interregional and intercultural understanding – Recognition and appreciation of the Lake Constance’s potential as an international destination

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Integrated location marketing

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Source: Südkurier from 14.9.2011

Tourist offers

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Bodensee Erlebniskarte – Lake Constance guest card

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Includes reduced or free tickets for more than 180 attractions in the whole region

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Choose between 3 days or 2 weeks

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Price: 49€ - 130€

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Validity: 1.4. – 14.10.2012

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About 30’000 sold each year

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Tendency towards attraction-hopping

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Less time for each attraction

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Only few sold

Lake Constance bike tours

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Tourism package organised by private companies (baggage transport, bike rental, hotels, sightseeing, etc.) Cooperation with different service providers Professional marketing One of the most popular bike trails in Europe (length: 260km, about 300‘000 guests per year) Additional offers were created: Canoe tours, hiking, etc.

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Summary

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Destination is attractive for overnight guests, single-day guests and inhabitants

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Positive tourist development with increasing number of guests – But: Challenge to extend the season and to attract international guests

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An innovative and flexible destination management is necessary to meet the international shareholders’ expectations An integrated location management has to work inside (identity) and outside (image) the destination. Personal contacts and networking between touristic service providers are needed to create packages and touristic offers – the Interreg IV project initiated much. The Lake Constance is the highest value of the destination – it should unite not separate.

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