Visitor information CHARTS 8 sept 2013

Experience of Västra Götaland Region, Västarvet

Anja Praesto This presentation

-Västra Götaland and Västarvet

-Target groups and strategies

-What do we know about our visitors?

-How do we inform our visitors

Västra Götaland

Göteborg– the gateway of Västra Götaland

Bohuslän - rocky coastline and picturesque fishing villages.

Dalsland - 's lake and outdoor district

Västergötland - many historical sites including beautiful castles and manor houses

Bohuslän – rocky coastline and picturesque fishing villages Dalsland – Sweden’s outdoor district

Västergötland – history experience area Göteborg– the gateway of Västra Götaland Västarvet – with focus on life quality. Nature- and culture heritage in

• Västarvet is the largets organization for natural and cultural heritage in Sweden. Our museums and visitor centers aim to make history a vivid and accessible experience for as many people as possible

• Public attractions

• Regional service

Museums and sites

Public activities: museums, exhibitions, arrangements, programs, lectures, pedagogics, etc…

Education is entertainment

Every year 800 000 people visit our museums and sites. Just as many visit our websites and social media – there you can find more than hundred thousands of photos and digitalised artifacts.

Regional service

Regional service: a regional resource, arceaology, natural and cultural heritage, crafts, conservation, project managemnt, preservation, etc…

Target groups today- WHOP’s Aim: Increasing ”Active families”

Strategy:

- continously product development

- coordinated advertising

- press strategy, effective media relations - brand development, brand book - efficient and optimized web - focus on strategic partners such as West Sweden Tourism Board

The West Sweden Tourist Board is owned by the West Swedish Region. Their mission is to lead, coordinate, develop, market and sell tourism and tourist products in Sweden, the Nordic countries, as well as selected export markets.

Digital visitors, West Sweden Tourist board Västarvet West Sweden Same ditigal Tourist board platform

Printed material Presentation cards Campaign;”The Green Heart of ” –

Campaign on airports (summer season)

Golvdekaler – Analoga ledskärmar – Broschyrställ Led screens – Landvetter airport Stickers – Landvetter ariport Regional care centers Storytelling-roll up’s Tools for follow up and analysis

Visitor surveys Survey cards Web counting Quality system ”Sustainable tourism”

Visitor surveys Genomförda intervjuer per mätomgång

Antal intervjuer Omgång 1 Omgång 2 Omgång 3 Bohusläns museum 173 172 170 Forsviks bruk 0 138 128 Göteborgs Naturhistoriska museum 146 142 145 Lödösehus 48 172 96 Slöjd & Byggnadsvård 32 134 144 Vänersborgs museum 45 92 101 Vitlycke museum 0 141 160 Västergötlands museum 154 133 130 Totalt antal intervjuer 598 1 124 1074

Planerat antal intervjuer för de flesta enheter har varit 140 st/mätomgång

Västarvet total result – Age

feb/mars juni juli/augusti 15-19 4% 15-19 2 15-19 1% 20-24 5% 20-24 5 20-24 4% 25-29 6% 27% 25-29 6 19% 25-29 4% 17% 30-34 12% 30-34 6 30-34 8% 35-39 9% 35-39 9 35-39 10% 40-44 8% 40-44 6 40-44 9% 45-49 5% 34% 45-49 6 35% 45-49 11% 48% 50-54 6% 50-54 7 50-54 9% 55-59 6% 55-59 7 55-59 9% 60-64 11% 60-64 9 60-64 11% 65-69 13% 65-69 18 65-69 10% 70-74 10% 70-74 11 70-74 7% 75-79 4 75-79 4% 75-79 4% 40% 46% 34% 80… 2% 80-84 3 80-84 1% Ej svar 0% 85-89 0 85-89 1% 90-94 0 90-94 0% 0% 5% 10% 15% 20% 25% 30%Ej angivet 1 Ej angivet 0% 0 10 20 30 40 50 60 0%70 10%% 20% 30% 40% 50% 60% 70% Västarvet total result – Sex

feb/mars juni juli/augusti

Ej angivet Ej angivet Ej svar 1% 1% 1% Man Man Man 39% 42% 42% Kvinna Kvinna Kvinna Man Man Man 57% Kvinna 57% Kvinna 60% Kvinna Ej angivet Ej angivet Ej svar Västarvet total result – Municipality

feb/mars juni Göteborg 18% Göteborg 13 14% 8 Uddevalla 7 13% Skara 5 Vänersborg 6% Vänersborg 4 Lilla Edet 4% Trollhättan 3 Falköping 2% Alingsås 3 Mölndal 2% 3 Totalt sett så drar museerna Trollhättan 2% Skövde 2 Stockholm 2 besökare till stor del från Lerum 2% Mölndal 1 2% Tanum 1 hemkommunen eller Lidköping 2% Härryda 1 2% Partille 1 angränsande kommuner, Alingsås 2% Lidköping 1 Kungälv 1 vilket avspeglar sig i att 2% Öckerö 1 2% Ale 1 besökarna till störst andel Skövde 1% Jönköping 1 1% Kungsbacka 1 kommer från Göteborg, Vara 1% Vara 1 Lilla Edet, Uddevalla, Skara Ale 1% Borås 1 Mark 1 Färgelanda 1% Motala 1 samt Vänersborg. Götene 1% Götene 1 Lindome 1% 1 1% Värnamo 1 Tanum 1% Orust 1 Annan: 13% Stenungsund 1 Annat 15 Ej Sverige 3% Annat land 17 Ej svar 2% Ej svar 1 0% 10% 20% 30% 0 10 20 30

Thank You! vastarvet.se

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