Analysis for Product Development

EDEN55plusNW

„Slow down to feel the life in EDEN destinations“

Analysis for product development

WP2

Authors: Tanja Lešnik Štuhec and Špela Štuhec with other partners of project EDEN55plusNW

Šentilj, August 2017 EDEN55plusNW

Table of content A2.1 MARKET ANALYSIS, WORKSHOPS AND STUDY TOURS ...... 2 A2.1a EDEN identification cards analysis ...... 2 A2.1b Senior organization identification cards analyzis ...... 6 A2.1c SME’s identification cards analyzis...... 14 A2.1d ITA/TIC identification cards analyzis ...... 21 1 BASIC INFORMATION ABOUT TIC AND ITA IN EDEN DESTINATIONS AND ITS SORAUNDING ...... 21 2 ITA and TIC Analysis...... 22 A2.1.1 SUPPLY ANALYSIS OF PILOT EDEN DESTINATIONS ...... 27 A2.1.1.1 Primary EDEN destination supply ...... 27 A2.1.1.1.a Natural assets and attractions ...... 27 A2.1.1.1.b Cultural assets and attractions ...... 28 A2.1.1.2 Secondary tourism offer ...... 30 A2.1.1.2.a Accommodation facilities ...... 30 A2.1.1.2.b Catering industry facilities and activities in gastronomy ...... 31 A2.1.1.2.c Facilities for nature experiences and outdoor activities ...... 33 A2.1.1.2.d Facilities for experiencing cultural heritage and activities ...... 34 A2.1.1.2.e Sport and recreational facilities and activities ...... 35 A2.1.1.2.f Facilities of health and welfare centres and activities ...... 36 A2.1.1.2.g Facilities of congress, business and educational centres and activities ...... 37 A2.1.1.2.h Facilities for handicraft, gastronomy etc. activities (workshops, degustation) and personal growth and activities ...... 38 A2.1.1.2.i Capacity for traffic to and at destination ...... 39 A2.1.1.3 Analysis of current tourist events in EDEN destination ...... 40 A2.1.1.3.a Analysis of the most recognizable tourist events in EDEN destination ...... 40 A2.1.1.3.b Analysis of tourist events for seniors in EDEN destination ...... 41 A2.1.1.4 Analysis of current tourism products/experiences in EDEN destination ...... 42 A2.1.1.4.a Analysis of EDEN destination tourism products/experiences ...... 42 A2.1.1.4.b Analysis of EDEN destination tourism products/experiences for seniors ...... 43 A2.1.1.4.c Analysis of EDEN destination current services for seniors experiencing EDEN destination ...... 44 A2.1.1.5 Analysis of tourism organization form in EDEN destination ...... 45 A2.1.1.5.a EDEN destination identification card ...... 45 A2.1.1.5.b Organizational structure of the tourist offer in EDEN destination ...... 46 A2.1.1.5.c Analysis of integration and joint activities in EDEN destination ...... 47 A2.1.1.5.d Analysis of the current destination brand and sub brands in EDEN destination ...... 47 A.2.1.1.5.e Analysis of the marketing mix activities according to the 10Ps ...... 48 A2.1.2 DEMAND ANALYSIS (needs and expectations of seniors 55+) ...... 52 A2.1.2.1 Analysis of demand in EDEN destination ...... 52 A2.1.2.1.a Analysis of daily visitors and tourist arrivals and overnights in pilot EDEN destination in the years 2013-2015 ...... 52 A2.1.2.1.b Analysis of senior daily visitors in EDEN destination in the years 2013-2015 . 57 A2.1.2.1.c Analysis of senior tourist arrivals and overnights in EDEN destination in the years 2013-2015 ...... 60 A2.1.2.2 Demand analysis of seniors in four EDEN destinations ...... 62 A2.1.2.2.a Trends of target group seniors 55+ ...... 62

EDEN55plusNW

Identification Cards for Senior Organizations ...... 62 Results from Questionnaires ...... 62 A2.1.2.2.b Trends specific to the selected target groups – women and couples 55+ ...... 64 A2.1.3 ANALYSIS OF TOURISM RELATED SMEs IN PILOT EDEN DESTINATIONS ...... 21 A2.1.3.1 Analysis of SMEs in pilot EDEN destination ...... 21 A2.1.4 ANALYSIS OF INCOMING TRAVEL AGENCIES (ITAs) AND TOURIST INFORMATION CENTRES (TICs) ON EXISTING OFFER OF PILOT EDEN DESTINATIONS PRODUCTS FOR SENIORS ...... 23 A2.1.4.1 Analysis of ITAs and TICs in pilot EDEN destination ...... 23 A2.1.5 WORKSHOP FOR PROJECT PARTNERS (to learn good practices of other EDEN destinations – BENCHMARK ANALYSIS) ...... 25 A2.1.5.1 Workshop – benchmark analysis of EDEN destinations ...... 25 A2.1.5.1.a Agenda for Workshop - Benchmark analysis of EDEN destinations ...... 25 A2.1.5.1.b Presentation of Benchmark analysis of EDEN destinations ...... 26 A2.1.5.1.3 Report of Workshop for project partners - Benchmark analysis of EDEN destinations ...... 26 A2.1.6 TOURISM RELATED SMEs STUDY TOURS (develop, implement and evaluate 2 SMEs study tours – 1 - Solčavsko, 2 - Vulkanland) ...... 27 A2.1.6.1 Develop the model and two programs for study tours in Solčavsko and Vulkanland ...... 27 A2.1.6.1.a Develop the model for SMEs study tours ...... 27 A short template (model) was designed, which serves as a foundation for developing and managing a study tour and containes all the data needed to prepare the programme for it. The organizers in Solčavsko and Vulkanland got this template and they needed to fill out all the missing data. When the table was filled out, they had all the information needed to implement a good study tour...... 27 A2.1.6.1.b Develop the program for SMEs study tour in Solčavsko ...... 28 A2.1.6.1.c Develop the program for SMEs study tour in Vulkanland ...... 29 A2.1.6.2 Prepare the evaluation questionnaires for study tours in Solčavsko and Vulkanland ...... 30 A2.1.6.2.a Design the questionnaire for Evaluation group to evaluate the implemented program for SMEs study tour in Solčavsko and Vulkanland ...... 30 A2.1.6.2.b Design the questionnaire for representatives of participated SMEs to evaluate the implemented program for SMEs study tour in Solčavsko and Vulkanland ...... 30 A2.1.6.3 Implement the programs for study tours in Solčavsko and Vulkanland ...... 31 A2.1.6.3.a Implement the program for SMEs study tour in Solčavsko ...... 31 A2.1.6.3.b Implement the program for SMEs study tour in Vulkanland ...... 31 A2.1.6.4 Evaluate the implemented programs for study tours in Solčavsko and Vulkanland ...... 31 A2.1.6.4.a Evaluate the program for SMEs study tour in Solčavsko by Evaluation group 31 A2.1.6.4.b Evaluate the program for SMEs study tour in Solčavsko by participated SMEs 2 A2.1.6.4. c Evaluate the program for SMEs study tour in Solčavsko by SME providers ..... 2 A2.1.6.4.d Evaluate the program for SMEs study tour in Vulkanland by Evaluation group3 A2.1.6.4.e Evaluate the program for SMEs study tour in Vulkanland by participated SMEs ...... 77 A2.1.6.4f Evaluate the program for SMEs study tour in Vulkanland by SME providers ...... 77 A2.1.6.5 Report on SMEs study tour in Solčavsko and in Vulkanland ...... 78 EDEN55plusNW A2.1.7 TRAINING AND CAPACITY BUILDING FOR REPRESENTATIVES OF PILOT EDEN DESTINATIONS SMEs ...... 79 A2.1.7.1 Develop the program and materials, agenda and evaluation documents for training and capacity building for representatives of SMEs ...... 79 A2.1.7.1.a Develop the program and materials for training and capacity building for representatives of SMEs ...... 79 A2.1.7.1.b Prepare and coordinate the agenda for training and capacity building for representatives of SMEs in all pilot EDEN destinations ...... 79 A2.1.7.1.c Prepare the documents for training and capacity building for representatives of SMEs in all pilot EDEN destinations ...... 79 A2.1.7.1.d Prepare the evaluation documents for training and capacity building for representatives of SMEs in all pilot EDEN destinations ...... 80 A2.1.7.2 Implement and evaluate the training and capacity building for representatives of SMEs in pilot EDEN destinations ...... 80 A2.1.7.2.a Implement the training and capacity building for representatives of SMEs ... 80 A2.1.7.2.b Evaluate the training and capacity building for representatives of SMEs – participants and providers group ...... 82 A2.2 DESIGNE OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE) – INTERCONECTING THE FOUR EXISTING NETWORKS ...... 84 A2.2.1 NETWORK OF CROSS-BORDER PILOT EDEN DESTINATIONS DEVELOPMENT ...... 84 A2.2.1.1 Preparation of network development model for cross-border pilot EDEN destinations ...... 84 A2.2.1.2 Networking of cross-border pilot EDEN destinations ...... 84 A2.2.2 NETWORK OF SENIOR ORGANISATIONS IN PILOT EDEN DESTINATIONS DEVELOPMENT ..... 85 A2.2.2.1 Preparation of network development model for senior organisations in pilot EDEN destinations ...... 85 A2.2.2.2 Networking of senior organisations in pilot EDEN destinations ...... 85 A2.2.3 NETWORK OF TOURISM RELATED SMEs IN PILOT EDEN DESTINATIONS DEVELOPMENT ..... 86 A2.2.3.1 Preparation of network development model for SMEs in pilot EDEN destinations ...... 86 A2.2.3.2 Networking of SMEs in pilot EDEN destinations ...... 86 A2.2.4 NETWORK OF ITAs AND TICs IN PILOT EDEN DESTINATIONS DEVELOPMENT ...... 87 A2.2.4.1 Preparation of network development model for ITAs and TICs in pilot EDEN destinations ...... 87 A2.2.4.2 Networking of ITAs and TICs in pilot EDEN destinations ...... 87 A2.2.5 DESIGNE OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE) – Stage 1 ...... 88 A2.2.5.1 Design of Tourism product transnational mobility model for seniors in pilot EDEN destinations with interconection of four existing networks (TPTMMSE) ...... 88 A2.3 DEVELOPMENT OF CROSS-BORDER IN-DEPTH TOURISM PRODUCTS FOR SENIORS AGED 55+ IN PILOT EDEN DESTINATIONS...... 92 A2.3.1 DEVELOPMENT OF CROSS-BORDER IN-DEPTH TOURISM PRODUCTS FOR WOMEN 55+ ...... 92 A2.3.2 DEVELOPMENT OF CROSS-BORDER IN-DEPTH TOURISM PRODUCTS FOR SENIORS 55+ ...... 93 A2.4 UPGRADING OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE) AND TOURISM PRODUCTS FOR TWO SUB-GROUPS FOR SENIORS 55+ - WOMEN AND COUPLES ACCORDING TO EVALUATION RESULTS OF WP3 ...... 94 A2.4.1 UPGRADING OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE) ...... 94 EDEN55plusNW A2.4.2 UPGRADING OF IN-DEPTH CROSS-BORDER TOURISM PRODUCTS FOR WOMEN 55+ IN PILOT EDEN DESTINATIONS ...... 95 A2.4.3 UPGRADING OF IN-DEPTH CROSS-BORDER TOURISM PRODUCTS FOR COUPLES 55+ IN PILOT EDEN DESTINATIONS ...... 96

EDEN55plusNW Table of figures Figure 1: Map of project EDEN destinations ...... 4 Figure 2: Organization’s Organs ...... 7 Figure 3: Main Activities of Senior Organizations ...... 8 Figure 4: Senior Organization’s Travel Activities ...... 9 Figure 5: Senior Organization’s Members Traveling According to the Season ...... 9 Figure 6: Senior Organization’s Costs for Daily Visits in Domestic and Foreign Destinations ...... 11 Figure 7: Seniors Organization’s Average Costs for Overnight Organized Visit in Domestic and Foreign Destinations ...... 12 Figure 8: High and Low Season in SMEs EDEN Project Destinations ...... 15 Figure 9: EDEN Destination SMEs Structure ...... 15 Figure 10: Origin of SMEs Guests ...... 16 Figure 11: TICs Activities in EDEN Destinations ...... 22 Figure 12: ITAs Activities in EDEN Destinations...... 23 Figure 13: Overnight Stays in Project EDEN Destinations in 2015 ...... 23 Figure 14: Tourist Seasons in Project EDEN Destinations ...... 24 Figure 15: Pilot EDEN Destinations main Target Groups ...... 24 Figure 16: Price Range of Accommodations in Pilot EDEN Destinations ...... 25

EDEN55plusNW Table of tables Table 1: EDEN destinations ...... 3 Table 2: Senior Organization Membership ...... 6 Table 3: Ownership of Senior Organizations ...... 6 Table 4: The basic Identification Cards of Senior Organizations ...... 7 Table 5: Senior Organization’s Members and Employees ...... 8 Table 6: Senior Organization’s Visions ...... 9 Table 7: Senior Organization’s Travel Activities Average Number of Members ...... 10 Table 8: Average Size of an Organized Group ...... 11 Table 9: The most Important Reasons for Choosing the Destination ...... 12 Table 10: TICs and ITAs in Project EDEN Destinations ...... 21 Table 11: Marketing Mix Activities of Northern Velebit National Park ...... 48 Table 12: Marketing Mix Activities of Idrija ...... 49 Table 13 Marketing Mix Activities of River Kolpa ...... 49 Table 14: Marketing Mix Activities of Solčavsko ...... 50 Table 15: Marketing Mix Activities of Vulkanland ...... 51 Table 16: Daily Visitors in Northern Velebit National Park ...... 52 Table 17: Tourist Arrivals and Overnights in Northern Velebit National Park ...... 53 Table 18: Daily Visitors in Idrija ...... 53 Table 19: Tourist Arrivals and Overnights in Idrija ...... 54 Table 20: Daily Visitors in Solčavsko ...... 54 Table 21: Tourist Arrivals and Overnights in Solčavsko ...... 55 Table 22: Daily Visitors in River Kolpa ...... 55 Table 23: Tourist Arrivals and Overnights in River Kolpa ...... 56 Table 24: Daily Visitors in Vulkanland ...... 56 Table 25: Tourist Arrivals and Overnights in Vulkanland ...... 57 Table 26: Senior Daily Visitors in Northern Velebit National Park ...... 58 Table 27: Senior Daily Visitors in Idrija ...... 58 Table 28: Senior Daily Visitors in Solčavsko ...... 59 Table 29: Senior Daily Visitors in River Kolpa ...... 59 Table 30: Senior Daily Visitors in Vulkanland ...... 59 Table 31: Senior Tourist Arrivals and Overnights in Northern Velebit National Park ...... 60 Table 32: Senior Tourist Arrivals and Overnights in Idrija ...... 61 Table 33: Senior Tourist Arrivals and Overnights in Solčavsko ...... 61 Table 34: Senior Tourist Arrivals and Overnights in River Kolpa ...... 62 Table 35: Senior Tourist Arrivals and Overnights in Vulkanland ...... 62 Table 36: Agenda for Workshop in Solčavsko ...... 25 Table 37: Template for SMEs study tour ...... 28 Table 38: Program for Study Tour in Solčavsko ...... 29 EDEN55plusNW EDEN55plusNW – WP2

Project title: Developing the network of tourism products for seniors – building a cooperation along the tourism value chain for EDEN destinations in partner countries for more competitive and sustainable growth (for 2 target groups of tourists: senior couples 55+ and retired women 55+) - EDEN55plusNW Project slogan: „Slow down to feel the life in EDEN destinations“

WP2

PRODUCT DEVELOPMENT – DESIGN OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE) - P7, PV - MAY 2016 - JULY 2017

EDEN55plusNW A2.1 MARKET ANALYSIS, WORKSHOPS AND STUDY TOURS

Project EDEN55plusNW with slogan “Slow down to feel the life in EDEN destinations” addresses the development of tourism products for senior’s network – building cooperation along the tourism value chain for EDEN destinations in partner countries for more competitive and sustainable growth.

This project connects four neighboring countries (Austria, Slovenia, Croatia and Italy) and five pilot EDEN destinations in Austria (Vulkanland), Slovenia (Idrija, Solčavsko and River Kolpa) and Croatia (National Park Northern Velebit) and targets seniors 55+ from Italy (two pilot product testing groups of senior tourists – women and couples). The overall goal is on the one hand to enhance a sustainable tourism development and tourism flows and on the other hand to strengthen the whole EDEN network and transnational cooperation. The main focus is to design suitable cross-border tourism products in pilot EDEN destinations for seniors 55+ (women and couples) to increase tourism flows in low/medium seasons in these EDEN areas. Furthermore the focus is also on facilitating the internationalization of tourism businesses – mainly Small and Medium-sized Enterprises - SMEs, Senior Organizations - SO and their introduction into the senior tourism market. The thematic focus concentrates on the natural and cultural heritage and increases the awareness about it in each EDEN destination.

A2.1a EDEN identification cards analysis (Annex 1 - 9)

Analysis of EDEN identification cards involves 5 project EDEN destinations from Austria (Vulkanland), Slovenia (Idrija, Solčavsko and Kolpa) and Croatia (Northern Velebit NP). For the next project step, 2 additional EDEN destinations from Slovenia (Bohinj and Brda) have been analysed.

EDEN DESTIONATIONS DATA The main findings:  Significant differences between involved EDEN destination in size of areas, number of population, number of enterprises and companies connected with tourism and the overall development of tourism.  River Kolpa is the largest destination (it covers cca. 1243 km²), the smallest destination is Brda (it covers cca. 72 km²).  The largest number of population has Vulkanland (98.500), the smallest number of population has Northern Velebit National Park (500).  The largest number of enterprises has Vulkanland (5508; accommodation companies – 441, catering companies – 554; companies connected with tourism – 880), the smallest number of enterprises has the area of Northern Velebit National Park (5; accommodation companies – 16, catering companies – 6; companies connected with tourism – 5).  The highest number of TICs and ITAs has Vulkanland (30 – TICs and 7 – ITA), the other destinations has mostly 1-5 TICs and 1-2 ITAs.  The largest number of tourist arrivals and overnights in 2015 has Vulkanland (arrivals – 274.433, overnights – 1,091.919); the smallest number of tourist arrivals and overnights in 2015 has Northern Velebit National Park (arrivals – 4.592, overnights – 6.145).

EDEN55plusNW

 We suppose that average prices for overnight stay in 2015 depend even on the number of accommodation in each EDEN destination. Idrija has the highest average price for overnights stay in 4-stars hotel (98 eur, but it has only 2 4-star hotels), the lowest average price for overnight stay has Bohinj (58 eur) and that is cheaper than the price for overnight stay in 3-stars hotel in River Kolpa or 4-stars tourism farm in Brda. Prices for other types of accommodation are comparable between destinations.

DESCRIPTION OF EDEN DESTINATIONS

The main themes for the pilot EDEN destinations nomination were: Tourism and local intangible heritage (2008) Good cooperation of local inhabitants, authentic culinary region, Steirisches Vulkanland and a region of historically rotted highly talented craftsmanship, representing as region with highest quality of life. Tourism and protected areas (2009) Diversity and uniqueness of its karst phenomena, the wealth of Northern Velebit wildlife and extraordinary natural features present in a relatively National Park small area. Three valleys below the peaks of the Kamnik-Savinja Alps and the Solčavsko Karavanke range, protected rural area full of authentic natural and cultural heritage. Tourism and regeneration of physical sites (2011) Well preserved and unique cultural heritage of Idrija mercury mine - Idrija the 2nd largest mercury mine in the world. Aquatic tourism (2010) Unique geographic location, a special cultural identity, influenced by River Kolpa numerous ethnic groups living in the area, history, culture and exceptional concentration of natural value. Bohinj (finalist in 2011 Lake Bohinj, the largest permanent freshwater lake in Slovenia, in and 2015) the middle of Triglav Nation Park. Tourism and local gastronomy (2015) High-quality wines and wine producing region, the excellent culinary Brda experiences which is a combination of tradition and modern lifestyle. Table 1: EDEN destinations

 Areas with unique and various natural and cultural heritage.  Protected areas: NATURA 2000, National and Landscape Parks, UNESC0 World Heritage List.  Activities those are common to all destinations: outdoor activities (biking, hiking and water sports), typical culinary, unique handicrafts and seasonal events.

GEOGRAPHY, LOCATION AND MAIN ACTIVITIES OF EDEN DESTINATIONS The main findings:  5+2 EDEN destinations are located in: o Austria - Steirisches Vulkanland, in the southern part of the East Styria Hill Country; o Croatia - Northern Velebit National Park, in the north-western part of the Croatian, in Lika - Senj County;

EDEN55plusNW o Slovenia: . Idrija - in the hilly area in the centre of the Pre-Alps of western Slovenia; . Solčavsko - is located at the upper current of the Savinja River, along Austrian border; . River Kolpa - in the south-eastern part of Slovenia; the river is considered the longest Slovenian 'coastline'; . Bohinj - is a small rural alpine region in the centre of the Julian Alps, the southern-most part of the European alpine chain; . Brda - between the Alps and the sea in the western part of Slovenia on the border with Italy.

Vulkanland

Northern Velebit NP

Figure 1: Map of project EDEN destinations (http://www.slovenia.info/si/Slovenska-mre%C5%BEa-EDEN.htm?eden_finalists=0&lng=1, 15.10.2016)

 Areas with a diverse economic development - the impact of natural resources: o Steirisches Vulkanland - agriculture, local producers, small and medium enterprises in industry, tourism and trade, craft manufactures creative industries; o Northern Velebit National Park - tourism based on education and recreation in NP; o Idrija - high technology industry, tourism and heritage preservation, wood industry and agriculture in rural areas; o Solčavsko - agriculture, forestry, handicraft, tourism; o River Kolpa - electro mechanics industry, home equipment, tourism, agriculture, textile industry, wood industry; o Bohinj – agriculture, forestry, handicraft and tourism in Triglav National Park; o Brda – agriculture (fruite and wine) and gastronomic tourism on the boarder with Italy.

TOURISM IN EDEN DESTINATION The main findings:  Areas with huge potential for further tourism development (all destinations); especially in connection and cooperation with local inhabitants.  Areas with unique and various natural and cultural heritage.  Protected areas - NATURA 2000, National and Landscape Parks, UNESC0 World Heritage List, Geopark etc..  Activities common to all destinations: outdoor activities (biking, hiking and water sports), typical culinary, unique handicrafts, seasonal events.

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 Specific characteristics of the tourism offer in involved EDEN destinations: o Steirisches Vulkanland - a big number of SMEs connected with tourism and good cooperation between them, authentic seasonal events, main approach "capitalising on region's resources". o Northern Velebit National Park - tourism based on education and recreation in NP. o Idrija – the mining heritage, Idrija lace, specific local culinary, Idrija Geopark -tourism based on education and recreation (thematic trails). o Solčavsko - tourism is important economic branch, with close connection with traditional activities: agriculture, forestry and handicraft; rich natural and cultural heritage, good developed offer for tourists in small and rural area. o River Kolpa - Local traditions are very strong in the area and are an important part of its charm. o Bohinj – simulating the local economy to implement entrepreneurial challenges, develop new ideas, combine the promotion and sales under a common brand as well as achieve greater added value, increase sales and income that remains in the local environment, since the income is made by the locals (local people and companies). o Brda - High-quality wines and wine producing region, the excellent culinary experiences which is a combination of tradition and modern lifestyle.

EDEN DESTINATION DEVELOPMENT PLANS The main findings:  None of involved EDEN destinations do not have a special EDEN destination development document, neither development plan, focusing on the target group of seniors 55+.  Some of involved destinations have documents such as physical plans (Northern Velebit National Park), municipality action plans (Idrija), development and marketing strategy (Bohinj, Idrija).

DOCUMENTS FOR DEVELOPMENT OF TOURISM AND MARKETING PLAN The main findings:  The following EDEN destinations have prepared tourism development and marketing plan documents: Steirisches Vulkanland, Northern Velebit National Park (is in making), Idrija and Bohinj. None of involved destinations has a tourism development and marketing plan documents, focusing on the target group seniors 55+.

IMPORTANCE OF TOURISM IN EDEN DESTINATION The main findings:  Areas with huge potential for further tourism development (all destinations); especially in connection and cooperation with local inhabitants.  According to the data importance of tourism is growing in all involved EDEN destinations. Tourism is one of the most important activities in all destinations, but particularly in small areas it has to be connected with other economic activities (with agriculture, handicraft sector, small and medium enterprises in industry …).

EDEN55plusNW THE ORGANIZATION OF TOURISM IN EDEN DESTINATION The main findings:  All involved destinations have a public institution which is in charge for tourism development and has the role to cooperate with public and civil sector.  Some of involved destinations have a strong developed private sector (with a lot of private tourism connected companies and with good quality of tourist services, for example Vulkanland) and on the other hand, some destinations still have to work a lot on that field.  Some of involved destinations have developed networks which are connecting these sectors and they also have developed common brand (Steirisches Vulkanland, Idrija - Geopark Idrija, Bohinj – Bohinjsko …). Our opinion is that one of the main goals in all destinations is to improve the cooperation between public, private and civil sector.

A2.1b Senior organization identification cards analyzis (Annex 10 - 11)

SENIORS ORGANIZATION DATA 12 Senior Organization cards out of 4 Countries (Austria, Croatia, Italy and Slovenia) have been analyzed. They cover a total of 274,191 members of which 166.516 are females (60.7%) and 107,675 males (39.3%). The biggest organization is Zveza društev upokojencev Slovenije – ZDUS (Slovenia), with 210,000 members, followed by Styrian Seniorenbund with 38,500.

štev štev

štvo upokojencev upokojencev štvo Tot.

Università delle delle Università Liberetà Solidali Percorsi Burlo Pino Circolo umirovljenika Udruga Senj umirovljenika Matica Rijeka umirovljenika Matica Zagreb Dru Idrija Organizations Senior Valley Savinja upper in (9associations) dru Zveza Slovenije upokojencev ZDUS - Seniorenbund Styrian Seniorenbund, Styrian Feldbach group district Seniorenbund, Styrian Stefan St. group local Country ITA ITA ITA HRV HRV HRV SLO SLO SLO AUT AUT AUT n° female members 450 168 142 533 2.000 7.623 700 1.380 126.000 25.000 2.400 120 166.516 n° male members 150 72 48 430 1.700 5.377 400 920 84.000 13.500 1.000 78 107.675 TOT. 600 240 190 963 3.700 13.000 1.100 2.300 210.000 38.500 3.400 198 274.191 Table 2: Senior Organization Membership

OWNERSHIP OF THE ORGANISATION The 12 analyzed organizations have essentially 3 different categories of owners: the party, the region and members. Who is the owner of the senior organization?

Party Region Members/ civil organization

0 1 2 3 4 5 6 7

ITA SLO HRV AUT

Table 3: Ownership of Senior Organizations

EDEN55plusNW ORGANIZATIONAL STRUCTURE 10 of the organizations have a President or a Chairman, while Društvo upokojencev Idrija has only the management board. The majority of the organizations consider among their organs the members’ meeting. Seniors Organizations in Upper Savinja Valley hasn’t an organizational structure: it coordinates informally nine associations in Upper Savinja valley.

Organization's organs

Joint expert service

Board of auditors/supervisory board

Members' meeting

President/Chairman 0 2 4 6 8 10 12

ITA HRV SLO AUT

Figure 2: Organization’s Organs

SENIOR ORGANIZATION BASIC IDENTIFICATION CARD 5 organizations have not answered the question about their basic identification cards. The other answers are summarized in the table below.

SENIOR ORGANISATION BASIC IDENTIFICATION CARD

Università delle Liberetà Volunteering and social promotion

Circolo Pino Burlo Volunteering and social promotion Taking care of the elderly and disabled, organizing trips Udruga umirovljenika Senj for members, participation in sporting events Promoting and protecting the rights of retirees and the Matica umirovljenika Rijeka elderly Matica umirovljenika Zagreb Presenting the common interests of retirees of Zagreb

Društvo upokojencev Idrija Organizing various activities for seniors Zveza društev upokojencev Support for active healthy aging, assistance to members Slovenije - ZDUS Table 4: The basic Identification Cards of Senior Organizations

SENIOR ORGANIZATION’S MAIN ACTIVITIES Activities carried out by the 12 analyzed organizations are summarized in the graphic below. The most common are courses, educational workshops, social tourism and cultural tours, sport and cultural events.

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Improving the life of elderly Cultural event Free medical and legal counselling Sport Preservation of traditional ways of life Elderly assistance, care of disabled Daily trips and excursions Social tourism, cultural tours Social leisure, aggregation Lectures, round table, debates, discussions Courses, educational workshops

0 1 2 3 4 5 6 7 8 9 10

ITA SLO HRV AUT

Figure 3: Main Activities of Senior Organizations

SENIOR ORGANIZATION’S EMPLOYEES Not all senior organizations have employees, where there are not employees the activities are managed and carried out by active volunteers. The number of employees is not strictly correlated with the number of members as shown in the table below.

štev štev

štvo upokojencev upokojencev štvo

Università delle Liberetà delle Università Solidali Percorsi Burlo Pino Circolo umirovljenika Udruga Senj umirovljenika Matica Rijeka umirovljenika Matica Zagreb Dru Idrija in Organizations Senior (9 Valley Savinja upper dru Zveza - Slovenije upokojencev ZDUS Seniorenbund Styrian Seniorenbund, Styrian Feldbach group district Seniorenbund, Styrian Stefan St. group local Country ITA ITA ITA HRV HRV HRV SLO SLO SLO AUT AUT AUT n° of members 600 240 190 963 3.700 13.000 1.100 2.300 210.000 38.500 3.400 198 n° of employees / / / 3 2 2 / / 6 4 - 5 6 6 Table 5: Senior Organization’s Members and Employees

SENIOR ORGANIZATION’S DEVELOPMENT PLAN 8 senior organizations do not have a development plan, while 3 organizations from Croatia and 1 from Slovenia (Društvo upokojencev Idrija) have an annual program plan.

SENIOR ORGANIZATION’S VISION The Vision of the organization essentially regards promoting active/healthy aging, enhancing the role of elderly in the Society and improving the lives of the elderly.

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Università delle Liberetà Promoting active aging of the elderly and enhancing their role in the Society Percorsi Solidali Promoting active aging of the elderly and enhancing their role in the Society Circolo Pino Burlo Promoting active aging of the elderly and enhancing their role in the Society Udruga umirovljenika Senj Help the local community, improve life for themselves and others (in need - elderly) Matica umirovljenika Rijeka Improve life for themselves and others Matica umirovljenika Zagreb Improve life for themselves and others Zveza društev upokojencev Slovenije - ZDUS Rescuing people, care for the everyman Styrian Seniorenbund Healthy lifestyle through active living Styrian Seniorenbund, district group Feldbach Attain old age in satisfaction Styrian Seniorenbund, local group St. Stefan Life maturity in happiness Table 6: Senior Organization’s Visions

SENIOR ORGANIZATION’S TRAVEL ACTIVITIES As indicated before, all analyzed organizations do some kind of travel activities for their members. More in deep 10 organizations declare to organize daily visits - two of them specify of cultural interest, 4 organizations organize weekend visits and 2 organizations declare, in general, to organize holidays with sleepover.

Travel activities

Holidays with sleepover

Weekend visits

Daily visits

0 2 4 6 8 10 12

ITA HRV SLO AUT

Figure 4: Senior Organization’s Travel Activities

The table below shows, for the responding organizations, the number of travel activities organized according to the season.

Travel according to the season

n° of travel activities in… 5 4 5 1 9 14 2 4

n° of travel activities in… 4 5 1 4 1

n° of travel activities in… 3 4 5 9 14 2 4

n° of travel activities in… 2 4 5 1 8 1

0 10 20 30 40 50 Università delle Liberetà Percorsi Solidali Circolo Pino Burlo Društvo upokojencev Idrija Senior Organizations in upper Savinja Valley Styrian Seniorenbund

Figure 5: Senior Organization’s Members Traveling According to the Season

EDEN55plusNW Due to graphic reasons ZDUS’ travel activities are not included in this diagram. ZDUS, probably due its big dimension (>200.000 members), is very active: it organizes 500 travel activities in spring and 500 in autumn for the members of a whole Slovenia. The three Croatian organizations have interpreted the question in sense of what is the type of travel activities carried out according to the season. All three agree in saying that in spring, autumn and winter travel activities are of cultural and educational type, while in summer they correspond to hiking. Taking in consideration the number of members, the number of travel per year and the average number of participant per group it is possible to calculate the percentage of members that each organization is able to satisfy with its travel activities.

štev upokojencev upokojencev štev

štvo upokojencev Idrija upokojencev štvo

Università delle Liberetà delle Università Solidali Percorsi Burlo Pino Circolo Dru upper in Organizations Senior (9 associations) Valley Savinja dru Zveza -ZDUS Slovenije Seniorenbund Styrian district Seniorenbund, Styrian Feldbach group local Seniorenbund, Styrian Stefan St. group n° of members 600 240 190 1.100 2.300 210.000 38.500 3.400 198 n° of travel per year 10 16 20 3 18 1000 42 5 9 average number of participants per group 30 30 50 35 48 67 50 50 50 percentage of members that the organization is able satisfy with its travel activities 50,0% 200,0% 526,3% 9,5% 37,6% 31,9% 5,5% 7,4% 227,3% Table 7: Senior Organization’s Travel Activities Average Number of Members

THE MOST IMPORTANT DESTINATIONS FOR ORGANIZED DAILY VISITS Senior organizations from Italy, Slovenia and Austria organize mostly daily trips in their own Countries (Region of origin or neighboring Regions), but also in neighboring Countries. Austrian organizations specify the limit of 200 km radius from home. Croatian organization describe the type of activities for daily visits consisting in visits to religious heritage, hiking tours in the nature and field trips to picnic areas.

THE MOST IMPORTANT DESTINATIONS FOR SEVERAL DAY VISITS Also for several days visit the most important destinations are mostly national, but also in neighboring Countries. However Styrian Seniorenbund (AUT) organizes trips all around Europe. Croatian organizations say they prefer resort and hiking tours for several day trips.

AVERAGE SIZE OF AN ORGANIZED GROUP For a daily visit, the average size of an organized group goes essentially from 30 to 50 persons. Only ZDUS indicates group from 45 to 90. Only 6 organizations indicate the size of group during several trips and their answers – reported below – are quite various.

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štev upokojencev upokojencev štev

štvo upokojencev Idrija upokojencev štvo

Percorsi Solidali Percorsi Burlo Pino Circolo Dru upper in Organizations Senior (9associations) Valley Savinja dru Zveza ZDUS- Slovenije Seniorenbund Styrian 30 40 100 45-50 30 50-500 Table 8: Average Size of an Organized Group

AVERAGE COSTS FOR DAILY VISITS IN DOMESTIC AND FOREIGN DESTINATIONS The average costs for daily visits range from 10 to 80 EUR in domestic and 20 to100 EUR in foreign destinations.

120 100 80 60 40 20 0

Domestic destination Foreign destination

Figure 6: Senior Organization’s Costs for Daily Visits in Domestic and Foreign Destinations

The average costs for overnight organized visits range from 25 to 140 EUR in domestic and 60 to150 EUR in foreign destinations.

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160 140 120 100 80 60 40 20 0

Domestic destination Foreign Destination

Figure 7: Seniors Organization’s Average Costs for Overnight Organized Visit in Domestic and Foreign Destinations

THE MOST IMPORTANT REASONS FOR CHOOSING THE PLACE - DESTINATION The most important reason for choosing the destination are “activities/experience”, despite it is not important at all for ZDUS and SO in upper Savinja Valley.1

štev štev

štvo upokojencev upokojencev štvo AVERAGE

Università delle delle Università Liberetà Solidali Percorsi Burlo Pino Circolo umirovljenika Udruga Senj umirovljenika Matica Rijeka umirovljenika Matica Zagreb Dru Idrija Savinja upper in SO (9 associations) Valley dru Zveza - Slovenije upokojencev ZDUS Seniorenbund Styrian Seniorenbund, Styrian Feldbach group district Seniorenbund, Styrian Stefan St. group local Distance 4 3 3 9 9 9 9 5 9 8 5 5 6,50 Transportation 6 9 7 8 6 5 7 2 3 7 6 6 6,00 Activities-experiences 1 2 1 2 4 4 4 8 8 2 1 1 3,17 Accomodation 8 6 4 3 8 3 2 4 4 3 3 4,36 Catering 10 4 5 6 8 7 2 2 2 6 2 2 4,18 Price 7 6 9 1 7 3 1 1 6 5 4 4 4,50 Guiding 2 5 8 5 5 6 5 3 7 3 2 2 4,60 Recommendation 5 10 10 3 2 2 6 3 5 2 1 1 4,17 Previous experience 3 Table 9: The most Important Reasons for Choosing the Destination

Among other reasons for choosing the place - destination are mentioned history and culture, travel with friends, the assistance of the hotel during visiting the attractions and the fact that the excursion program is optionally selectable by guests.

EXPECTATIONS 3 organizations haven’t answered at all. The majority of responding organizations doesn’t distinguish among generally, women and couple expectations.

1 Note: 1 most important – 9 least important. 12

EDEN55plusNW Daily visits: The most important general expectation (8 organizations) for daily visit is socialization. The others are cultural enrichment (3), personal enrichment (1), low price (1), catering (2), destination (3), shopping (2), musical entertainment (2), and activities (1). 5 organizations individuate specific expectations for women: handicraft (2), fun (3), health and wellbeing. Only the 3 organizations from Austria individuate expectations of couples: trips in groups of 8-12 (3), participation in regional festivals (3). Several days trips: For several days trips general expectations are various: cultural enrichment (3), socialization (3), good catering (2), good accommodation (2), personal enrichment (1), relax (1), activities (1), guiding (1), destination (1), shopping (1), free time (1), churches and pilgrims-places (1). The 3 Austrian organizations individuate as specific expectation for women staff at the hotel and the quality of services, and for couples the duration of the trips (5 days or more).

MARKETING PLAN None of the 12 organizations have a marketing plan, but they use different channels to promote their activities. 6 of them use newspaper or magazine, 3 use website and 2 advertising events. Other means utilized are Facebook, radio and press relations.

EDEN55plusNW A2.1c SME’s identification cards analyzis (Annex 12 – 14)

An object of EDEN55plusNW project is to analyze the existing SMEs operating structure that is interested in cooperation and the establishment of a transnational tourism network for tourists 55+, and to explore their wishes and needs. 42 questionnaires were filled out by SMEs (10 SMEs of Croatia, 10 SMEs of Vulkanland, 22 SMEs of Slovenia) and analysed by P2 and P3 in cooperation with Spirit of regions. The Analysis of SME structure in participating regions has 3 priorities: 1) Demographic analysis 2) Development / Plan analysis 3) Summary of findings

DEMOGRAPHIC ANALYSIS a) seasons b) SME structure c) employees d) origin of guests

Ad 1a) When asked about high season:  Main season (more than 60% agreement): June, July, August, September  Mid-season (40-60% agreement): May, October  Low season (below 40% agreement): December, January, February, March, April.

When asked about the low season:  Low season (more than 60% agreement): November, January, February, March  40-60% agreement: December  Below 40% agreement: April until October

Findings – Season: The highest demand for a touristic development is the season from November to March. The low perception of April (29%) is remarkable in need of application vs. utilization. This classical transition month (climatic start of spring season) is therefore particularly suitable to develop the sleeping potential quickly.

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80%

70%

60%

50%

40% 30% 20% 10% 0% Jan Feb Mär Apr Mai Jun Jul Aug High Season High Season Sep Okt Nov Dez Low Season

Figure 8: High and Low Season in SMEs EDEN Project Destinations

Ad 1b) Project EDEN destinations SMEs structure: The participating companies were able to make multiple entries for their company, for example, if a farm offers bed & breakfast and sells homemade products.

2% Accommodation services 38% 48% Catering services

Tourism activities, experiences, 10% event’s organisation Tourist farm services

Food / wine / beverage 38% 43% manufacturing Incoming tourism agency services

Figure 9: EDEN Destination SMEs Structure Ad 1c) Overall, 336 employees work permanently at the participating establishments, where 1 operation has more than 160 employees and the remaining 41 companies employ 176 employees. 18 companies are considered one-person companies. 26% of companies employ seasonal workers at the peak times.

EDEN55plusNW Ad 1d) Pilot EDEN destinations SMEs origin of guests (nultiple answers possible):  62% Austria  40% Slovenia, Italy  38% Croatia, Germany  12% Switzerland, EU  As well as Hungary, Netherlands, Belgium

70% 62% 60%

50% 40% 40% 38% 38% 40%

30%

20% 12% 12% 10% 5% 5% 5% 2% 0% AT SI IT HR DE CH EU HU NL UK BE

Figure 10: Origin of SMEs Guests

ANALYSIS 1) SME development i. Vision ii. Goal 2) marketing i. vision ii. goal iii. target market iv. target group The responses of the 42 SME surveys are summarized below.

Ad 2ai) SME development VISION • to be self-sufficient in energy (2x) • to become a biger and better known incoming agency specialized in culture, wine and culinaric filed for seniors 55+ • expand business on the guided tours and excursions • increase number of roomnights with higher length of stay • impove own life quality through better educated and more satisfied employees • to keep everything stable • to increase the awareness on local products and local added value • to become "E-bike Region Nr. 1" • to be independent from weather

EDEN55plusNW • to develop a ecological farm with a production building, operatet by 100% sun energy • invest in photovoltaik, e-mobility, efficiant watering system • based on tradition and with knowledge facing the chalanges of future • the vision is to offer home made food and comfortable rooms. • further development of products with Idrija lace, development of high fashion creations with idrija lace • to increase number of visitors in need period • enough work and gradual development activities • Increase in value filled with different bone matured ham • building of a tasting area and a covered terrace • developing new tourism products • developing new tourism products in field of cultural heritage interpretation and programs for children • developing new tourism products in wellness and conference field • developing new tourism products: horseback riding and carriage rides

Findings Very individual responses with large reference to the needs of its own company. The most frequent visions are with respect to expansion of business (10x), energy independence (3x), improve quality (4x) and maintaining the high level (2x) is remarkable.

Ad 2aii) SME Goals  improving occupancy of tourism capacity - business improvement (5x)  to increase the number of incoming groups for 20 % in the next two years  further embellishment of restaurant step by step; improve guest satisfaction  take over by next generation within the next 5 years; optimisation of guest frequence  keep on attracting the brewery to more than 4000 visitors a year and sharing the story of impact of local added value with them  develope a unite e-bike rental system for Vulkanland  renovation inn 2017, operational handover to next generation in 5 years  invest in energy efficiency of production and building  organise interactive exkursions, improve signage, to make visible the high quality of our existing museum, events (Tabor Fest) and special exhibitions.  provide high quality education for making Idrija Lace, promote Idrija Lace, production and sell of own high quality Idrija Lace products  increase number of visitors and the lenght of their visits  to increase number of visitors in dead season  enlargement of event management, new jobs and employment

EDEN55plusNW Ad 2bi) Marketing Vision  to be the unique host with a unique proposal at a unique location (2x)  to increase number of visitors in the need period (2x)  to expand the area of operation in all slovenian regions and neighbour countries (2x)  to be proactive in marketing  is to become the most recognizable and most significant producer of autochthonous dairy products from this region.  in words of the owner: "Our mission is to provide safe, accurate, reliable and comfortable transportation of passengers on all routes in Croatia. We create tours, trips and private transfers according to your wishes. We will provide you more comfort and flexibility with individual travel options. With us you can save time and money."  to enable every mountaineer better experience of the mountain.  we want to be listed among the best in the world!  implement an art package; Region should think bigger  increase brand value through refining quality and limitation bottles of produced whiskey  increase amount of small groups coming to the farm  to be one of most attractive museum in Styria  find sources to employ person to be in charge for marketing

Ad 2bii) Marketing Goals  improving occupancy of tourism capacity - business improvement (5x)  satisfied customers (4x)  achieve a better connection with local service providers (restaurants, bars, etc.). To brand its ecological production. (2x)  high quality offer in Logarska dolina (2x)  increase number of visitors in the need period (2x)  to increase the cooperation with excisting partners and to find new ones  to increase production but remain on the ecological way of farming and processing.  this guideline Franz Habel follows since the first days of his business. This idea was never meant to be determined, but to set a clear goal on quality through our whole enterprise. The more gratifying it is that now gourmet magazine "Beef" and Germanies "Delikatessenjäger" value our effort and transport our philosophy in their reports. "Ideas are moving" Franz Habel is convinced.  booking of packages  attract people to visit the observatory in combination with a visit to the Heurigenschank; attract the location to be visited the whole year, not only in autumn  to be sold out at limited editions and to further raise the value of the brand  to implement the travelbike system in all hotels in Vulkanland to have one bike rental system  to develope a fruit trail for visitors  improve online shop and number of franchise shops  build up new sales opportunities eg. Farmersmarket, x-mas markets  to provide information in foreign languages organise modern temporary exhibitions in old building improve number of event at integrated eventlocation

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 to keep the curent number of learners, to enlarge the market for selling products  quality thematic events (a wide range) in the region  offer for children and families in Logarska dolina

Ad 2biii) Marketing Target market  Austria (18x)  Switzerland (2x)  Italy (16x)  Sweden  Slovenia (14x)  individuals (5x)  Germany (8x)  family (5x)  Hungary (7x)  small groups (2x)  Croatia (6x)  religious people  EU (5x)  all   Savinja region (3x)  supermarket chains and small shops  UK (2x)

Ad 2biv) Marketing Target group • individual families (12x) • seniors 55+ (6x) • hikers and campers (6x) • individual tourists (5x) • groups (5x) • school groups (4x) • couples (4x) • local people (3x) • associations (3x) • small groups (2x) • company excursions (2x) • children (2x) • culinary and wine interested individual guests (2x) • cultural • culinary and wine interested groups • Excursionists and mountaineers • Religious groups of people • hiking groups • Small groups (mostly hikers and nature lovers) • for bike rental: active persons age 50+ • quality orientated visitors, hedonists • visitors who are interested in ecological production of food • visitors with culinary and creative interest, • ecological sustained thinking people • visitors with historical interest • customers who spend more for high quality hand made products. • Fishermen

EDEN55plusNW Findings market & group From the available answers, the need to encourage promotion of the tourism offer in Austria, Italy and Slovenia can be derived. For 15% (second highest) of the companies surveyed the audience Seniors 55+ is already a desired target group. In this survey field the existing target group "individual families" (28%) dominates.

A2.1d ITA/TIC identification cards analyzis (Annex 15 – 16)

1 BASIC INFORMATION ABOUT TIC AND ITA IN EDEN DESTINATIONS AND ITS SORAUNDING

In 5 project EDEN destinations and its surrounding we have all together 9 TICs and 9 ITAs. Austria EDEN Slovenia Slovenia Slovenia EDEN Croatia EDEN ITA out of destination EDEN EDEN destination destination N. EDEN Vulkanland destinations destinations Kolpa Velebit (1 TIC, 3 ITA) Idrija Solčavsko (3 TIC, 1 ITA) (2 TIC, 2 ITA) (2 ITA) (1TIC, 1 ITA) (2 TIC) TVR Bad TIC Idrija TIC Logarska TIC Črnomelj TIC Otočac Agencija M Gleichenberg – dolina ITA Kompas TIC Bad Novo mesto Gleichenberg ITA Aktiv Urlaub TA Idrija TIC Rinka TIC Metlika TIC Senj OutBoxTrip Steiermark ITA Kompas Novo mesto ITA Spirit of TIC Semič ITA Tourist Regions ITA Kompas Agency Adrialin Novo mesto ITA Steirische ITA Tourist La desbahnen Agency Brana Tours Table 10: TICs and ITAs in Project EDEN Destinations

ITA/TIC IN AND AROUND EDEN DESTINATIONS SLOVENIA EDEN DESTINATIONS (6 TIC and 4 ITA):  Idrija: Tourist Office Idrija and Tourist Agency Idrija,  Solčavsko: Tourism Information Centres Logarska Dolina and Rinka,  Kolpa: Tourism Information centres Črnomelj, Metlika and Semič with ITA Kompas Novo Mesto  ITAs out of EDEN destinations: Agencija M d.o.o. and OBT d.o.o. – ITA Outboxtrip

EDEN55plusNW AUSTRIAN EDEN DESTINATION (1 TIC, 3 ITA):  Vulkanland: o TIC: Tourismusverband Region Bad Gleichenberg o ITA: Aktiv Urlaub Steiermark, Spirit of Regions, Steirische Landesbahnen - Styrian provincial train passenger

CROATIA EDEN DESTINATION (2 TIC, 2 ITA):  Northern Velebit: o TIC: Tourist Boards Otočac and Senj o ITA: Tourist Agency Adrenalin, Tourist Agency Brana Tours

2 ITA and TIC Analysis With the help of analysis it can be concluded that the structure and activities from ITAs and TICs vary from country to country. Slovenia and Austria mentioned TIC can be in national or local ownership and management, as well as private, while Croatian TICs are only nationally owned and managed and the ITAs in Croatia are privatly owned. The main activitiy of the TIC is providing the information about sights and region. Additional activities are accommodation and/or catering offer (11.1%), organisation of tourism activities, experiences and/or events (100.0%), development services (11.1%), sells of souvenirs and printed guides and books (44.4%), tourist information centre services (100.0%), as well as local guiding (66.7%).

Figure 11: TICs Activities in EDEN Destinations

The most common activities that ITAs deals are organisation of tourism activities, experiences and/or events (100.0%) and local guiding (57.1%).

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Figure 12: ITAs Activities in EDEN Destinations

Croatian Senj region leds according to the number of overnight stays (386.500 overnights in 2015). The reason for this large number of visitors is proximity of Adriatic Sea. According to the average number of arrivals (73.000 arrivals in 2015), visitors stay in Senj region for 5.3 days. On the second place according to overnight stays is Bad Gleichenberg region with 297.433 overnights in 2015, where according to arrivals (57.600 arrivals in 2015) the average visitor stays for 5.2 days. The highest number of overnight stays in Slovenia was measured in Črnomelj region (26.225 overnights in 2015) with the average duration of visitors in the region of 2.4 days (with 11.061 arrivals in 2015). In Solčavsko region (Logarska dolina, TIC Rinka) the average visitors stay for 1.9 days with 17.860 overnight stays and 9.220 arrivals (in 2015).

Figure 13: Overnight Stays in Project EDEN Destinations in 2015

The longest touristical seasons are taking place in Austrian Tourismusverband Region Bad Gleichenberg (April to December - 9 months), Slovenian Idria region (May to October - 6 months) and

EDEN55plusNW Croatian Otočac and Senj region (May to September - 5 months). The shortest tourist season is in Slovenian Črnomelj and Logarska dolina region (2 months).

Figure 14: Tourist Seasons in Project EDEN Destinations

The main target groups vary mostly according to the country. Slovenia and Austria have been more oriented to the target group of visitors with specific interests (wine, culture, spa ...). The most common target group of people in all pilot EDEN destinations are families and seniors.

Figure 15: Pilot EDEN Destinations main Target Groups

Prices for accommodation services vary according to different categories in the individual countries. The most expensive four star hotels are located in Austria (price range 74 - 90 € per person) and the cheapest ones in Croatia (60€ per person). Price range for the three star hotels in all three countries are between 30 and 43€ per person. Tourist farms (three star) prices vary between 15€ (in Croatia) and 40€ (in Austria) per person. On the other hand, the most expensive private accommodations are in Croatia, with average price of 70 € per person, while average price for private accommodations in Slovenia is 15 € and in Austria between 20 and 27 € per person.

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Figure 16: Price Range of Accommodations in Pilot EDEN Destinations

Some additional activities of mentioned ITAs and TICs are the whole day guiding tours for groups with the price range between 70 and 250 €, museums fees (1.5 – 5 €), bike rentals (5 €/h) and kayak rentals (25 €). Significantly for TIC-s in Croatia is their structure and function. TIC of particular region is a tourist organization that is only a part of the national tourist organization - Croatian Tourist Board (The Croatian National Tourist Board - CNTB). The Croatian National Tourist Board is a national tourist organization founded with a view to promoting and creating the identity, as well as to enhance the reputation of Croatian tourism. The mission also includes the planning and implementation of a common strategy and the conception of its promotion, proposal and the performance of promotional activities of mutual interest for all subjects in tourism in the country and abroad, as well as raising the overall quality of the whole range of tourist services on offer in the Republic of Croatia. One of the roles is also the cooperation with travel agencies in the form of country promotion and providing the best possible information to the tourists. The aim of CNTB is not a financial earning nor profit. TIC regional offices in Slovenia are an integral part of a national organization of Slovenian Tourist Board (STB). Slovenian Tourist Board is a major national tourist organization for: planning and performing the promotion of the country as a tourist destination, linking the existing products and programmes of national importance and advancing the progress of new ones, establishment of the integral tourist information infrastructure and executing research and development work. The STB is the contact and central point in the complex network of the Slovenian tourism, which plays a coordinating and linking role between the public, private and civil society. The Austrian National Tourist Office's central goal is to secure and expand Austria's competitiveness in cooperation with all Austrian tourism partners. By doing so, ANTO contributes essentially to increasing Austria's market share in international tourism. The range of activities include above-the- line advertising for tourism country Austria, media cooperation, the production of special-interest brochures, the organization of fairs and sales platforms as well as cooperation with local tour operators, travel agents and trainings for the travel agency and event sector.

EDEN55plusNW The purpose of ITAs also varies according to the country. In Slovenia and Austria the main economic activity of ITA is the organisation of various tours, experiences and local guiding, while in Croatia the main activity of ITA is to work as an intermediaries in accommodation booking.

EDEN55plusNW A2.1.1 SUPPLY ANALYSIS OF PILOT EDEN DESTINATIONS (Annex 17 – 20)

A2.1.1.1 Primary EDEN destination supply

The analysis was made between May and August 2016.

A2.1.1.1.a Natural assets and attractions

Northern Velebit National Park  Exceptional natural beauty and biodiversity  UNESCO’s programme (MAB)  included in World Network of Biosphere Reserves in 1978  1981 the entire Velebit area became national park  two national parks: Paklenica National Park and Northern Velebit National Park  Examples: o Velebit Botanical Garden o Alan  wide mountain pastures, karst valleys and slopes with picturesque peaks towering above o Štirovača  a vast valley lying at around 1100 m above sea level, known for its far- stretching pristine coniferous forests o Krasno and surrounding area  Croatia's largest mountain village Idrija  Geopark Idrija and Zgornja Idrijca Landscape park  Examples: o Idrijca river o Wild lake o Gačnik Waterfalls o Dinosaurs footsteps

Solčavsko  Three alpine valleys: Logarska dolina, Robanov kot and Matkov kot  Alpine chain of Kamnik-Savinja Alps  Two landscape parks, 70% of the area in NATURA 2000, 104 natural values  Geografical, geological, dendrological and botanical herritage  Fossils of the Middle Triassic – one of the three world sites  Examples: o Logarska dolina Landscape park o Rinka Waterfall o Robanov kot Landscape park o Savinja Rives protected as a natural site

EDEN55plusNW River Kolpa  Examples: o River Kolpa  113 km of boarder area between Slovenia and Croatia o Landscape park Kolpa  from Stari trg to Dragoši o Landscape park Lahinja  around 200 ha, the main attraction is the river Lahinja o Forests of Kočevski Rog

Vulkanland  Located in the south-east of the province of Styria and well known for its high density of extincted volcanoes  The past is still visible through the hilly landscape, the thermal springs and the fruitful soil  Examples: o Thermal springs and mineral water  Bad Gleichenberg and Bad Radkersburg are the two most known resorts o Hiking route "trails of the volcanoes"  more than 600km of connected trails along the former volcanoes o Fertile soil for innovative culinaric treats  pioneers inviting visitors to get to know their products (e.g. Vulcano ham world, Zotter choco shop theater and edible zoo, wine routes,…) o Fertile soil for innovative gardening  "Lebensgärten" - private and public gardens cooperating and inviting visitors into their gardens

A2.1.1.1.b Cultural assets and attractions

Northern Velebit National Park  Remains of cultural monuments, churches, mountain huts and settlements on the mountain, Inscribed Stone, watermills, funeral monuments and shepherd's huts  Educational paths  Examples: o Lubenovac  was a summer settlement of shepherds and their flocks (fifty summer huts, drystone walls and rainwater cisterns), the reconstruction of shepherds' dwellings for education and accommodation capacities o Premužić trail  masterpiece of trail building, 57 km route runs along the mountain ridge from Zavižan to Baške Oštarije in central Velebit o Above Krasno village is the 18th century Church of the Blessed Virgin Mary of Krasno  a well-known place of pilgrimage o Forestry and wood processing is a traditional industry in Krasno Krasno has the oldest Forestry Office in Croatia (set up in 1765), Forestry Museum (2005) and the Forester’s House

EDEN55plusNW Idrija  UNESCO sights  Examples: o Antony's main road o Kamšt  water wheel o Gewerkenegg castle o Klavže  water barriers

Solčavsko  Examples: o Potočka zijavka – archaeological site of the oldest needle in the world and other found from the Cro-Magnon Age o The largest farms in the Alpine area and traditional alpine arcitecture  the farm at the highest altitude in Slovenia is Bukovnik (1327m) under the mountain of Raduha o Church of St. Mary of the Snows and other churches and chapels o Intangible cultural heritage  local stories, music etc.

River Kolpa  Examples: o Regional Museum in Kočevje and Metlika o local traditional food and excellent wine from Bela Krajina and honey from Kočevje o handicraft  easter eggs from Bela krajina, napkins of Bela krajina, souvenirs from wood, souvenirs made of clay, etc. o historical memorials  Mitrej in Rožanec, old school - classroom of the 1960s, soseska zidanica - taste wine from more than 50 winegrowers, Tri Fare, DC-3 Airplane, Pranger in Predgrad, Šokčev dvor, etc.

Vulkanland  Through its location in the historical border area between western and eastern centers of power the region has been fortified through numerous castles  Examples: o Riegersburg  well-known fortress that today marks the northern border of the Vulkanland o Weltmaschine  an innovative machine that serves no purpose, but to entertain and foster creativity o Schloss Kornberg  same as the Riegersburg the Kornberg castle also is a member of the castle road o Pilgrimage to Straden  the village of Straden is widely known because of its four churches, but only three steeples

EDEN55plusNW A2.1.1.2 Secondary tourism offer

A2.1.1.2.a Accommodation facilities

Northern Velebit National Park  On the Park territory there is no visitor infrastructure suitable for longer stay. Simple accommodation within the Park is available only in two mountain huts on Zavižan and Alan. Different types of accommodation including rooms, apartments, boarding houses, hotels, and campsites are available in the Park surroundings, in the adjacent towns and villages of Krasno, Sveti Juraj, Jablanac, Senj, Otočac, etc.  Examples: o Hotel  Jure tavern (3 star family hotel, 55 beds) and DEGENIJA hotel (60 beds) o Private accommodation  Jure tavern - hotel*** (55 beds), Apartments „Manjan“ (22 beds), Forester's House (33 beds), Apartments „DUDA“ (APP 1/6), Private Accommodation „TOMAIĆ“ (1 APP, 2/2 rooms), House Krasna (10 beds) and House "Marenić" (6 beds) o Tourisam farms  OPG "Lulić" (Family Farm with rooms to rent and camp) o Mountain huts  Zavižan mountain hut (14 beds and 40 seats) and Alan mountain hut (5 rooms - 40 beds)

Idrija  Examples: o Kenda Manor o Hotel Jožef o Private rooms and appartments o Hostel Idrija

Solčavsko  In tourist farms, hotel, guesthouses, inns, private rooms, apartments, mountain huts there ar more then 700 beds in the Solčavsko region  Examples: o Tourist farms  TF Govc Vršnik, TF Lenar, TF Žibovt, etc. o Hotel and guesthouses with accommodation  hotel Plesnik, farmhouse Ojstrica, guesthouse Na Razpotju, Guesthouse Firšt, etc. o Mountain huts  Dom planincev, Planšarija Logarski kot, Grohot, Okrešelj, etc. o Apartments  Pod macesnovo streho, etc.

River Kolpa  Camping near the Kolpa River  13 small camps  18 Tourist farms  More than 25 providers  rooms, houses and appartments  5 Hotels

EDEN55plusNW Vulkanland  The accomodations are characterized through several larger hotels located near the thermal springs and mostly smaller tourism farms and private accomodations throughout the Vulkanland  Examples: o Hotels o Tourist farms o Private accommodation o Camping

A2.1.1.2.b Catering industry facilities and activities in gastronomy

Northern Velebit National Park  In Krasno there are 4 catering facilities (restaurants), and additional two bars  The park has mountain huts where people can order food for groups of people  Senj area is very rich with gastronomic offer (6 restaurants, 17 taverns)  Examples: o Restaurants in the Krasno area and Otočac offer mostly original Lika food  Lika potatoes and Lika lamb meat, while the restaurants by the sea (Senj) are more oriented to traditional sea food (fish and seafood) o In the cheese factory Runolist the original Krasno cheese is produced. Presentation room is designed in the area of production that serves to explain to visitors the process of cheese production. There is also a tasting room and a small shop. o Tasting and evaluating the quality of domestic products, mostly cheese, liquor and meat products is carried out within the various fairs (eg. Lika Fair - Autumn in Lika Senj Fair)

Idrija  Production of idrijski žlikrofi, Herbs farm, dairy products, culinary workshops, apiary  Examples: o Žlikrofi Žigon o Hiša Zelišč o Farm Pr Kendu and Farm na Krnicah o Idrija townspeople apiary

Solčavsko  Examples: o Tourist farms  TF Govc Vršnik, TF Ramšak, TF Zibovt etc. o Restaurants in hotel and guesthouses  hotel Plesnik, farmhouse Ojstrica, guesthouse Na Razpotju, Guesthouse Firšt etc. o Mountain huts Dom planincev, Planšarija Logarski kot, Grohot, Majerhold, Okrešelj etc.

EDEN55plusNW River Kolpa  Tourist farms for groups  Restaurants in the towns  Inns in the towns and in the villages  Wineries for groups

Vulkanland  Tasting home-made products and tasting regional wine are two very important factors in the Vulkanland gastronomy. Thus, the traditional Buschenschänken are of high importance for the tasting of culinary delights and are usually frequented in the afternoon or evening.  Examples: o Restaurants o Buschenschänken  traditional taverns offering home-made snacks and wine o Cafés o Wine stores in the region

EDEN55plusNW A2.1.1.2.c Facilities for nature experiences and outdoor activities

Northern Velebit National Park  Is the youngest of the Croatian national parks  Examples: o Educational walking trails  to make visit to the Northern Velebit National Park even more interesting, employees of National Park have installed information boards along some of the existing mountain trails and shepherd paths to inform you about the natural and cultural heritage of the region o Some of the most beautiful peaks are located in the National Park  from them there is a breathtaking view of the sea and islands as well as the endless expanse of Lika region o Premužić trail  today considered as a masterpiece of trail building. The route is laid out so as to provide the easiest possible access to the most rugged and inaccessible sections of north Velebit – Hajdučki i Rožanski Kukovi. The 57 km route runs along the mountain ridge from Zavižan to Baške Oštarije in central Velebit. o The Gacka Valley  a large karst valley fringed with mountain ranges of Velebit on the coast side and with Kapela Mountain on the inland side. The valley is dominated by the river Gacka which springs at the one end of the valley and sinks underground on the opposite site. The springs resembling little lakes are very picturesque. To be seen here are many old watermills – malenice, many of which reconstructed and restored in a traditional style. There are also saw mills, fulling mills and cloth washing troughs.

Idrija  Mountain huts and cabins, climbing areas, marked walking paths and cycling trails, natural bathing spots  Examples: o Hleviše and Pirnatova hut o Rake water channel o Scopoli᾽s memorial garden o Lajšt bathing ground Solčavsko  Examples: o Nature etnographic trail in Logarska dolina o Solčava panoramic road  the route with the most beautiful views o Exhibitions in Centre Rinka  a walk into the lap of the Alps, butterflies, fossils etc.

River Kolpa  Examples: o Hiking paths near the river Kolpa are the most beautiful  around 30 hiking paths and most of the routes are marked o 15 cycling paths around the Bela krajina and 15 cycling paths around Kočevsko o Beekeeping path in Žuniči near Adlešiči  you can learn everything about bees and beekeeping; length of the path: 200 m

EDEN55plusNW

Vulkanland  The Vulkanland is focused on uitilizing natural circumstances for a better experience of the region. Thus, the visitors are invited to get in touch with the defining natural aspects.  Eaxmples: o Hiking route "Trails of the Volcanoes" o Bike routes along the two major rivers  Mura and Raab o Public and private gardens "Lebensgärten" o High rope course Riegersburg

A2.1.1.2.d Facilities for experiencing cultural heritage and activities

Northern Velebit National Park  In making are two new cultural attractions  Visitor centre Krasno and Shepard dwelling in the area of the National Park who have educational and demonstrational function  Examples: o Forestry Museum Krasno  The museum was opened in 2005 on the anniversary of the 240 years of activities of the Forestry Office Krasno as the first forestry museum in Croatia. Permanent collection includes 300 history exhibits related to the care and cultivation of forests along with the planting production. o Our Lady of Krasno Sanctuary  Church was built in 18th century. It is believed that Mother of God has shown her face in a flower and on that place the church was built. Here are traditionally gather people on 15th August on the Feast of the Assumption. o Fort Nehaj  was built in 1558 under the supervision of Ivan Lenković, captain and general of the Croatian Military Border. The builders used the material of destroyed churches, monasteries and houses originally located outside the town walls. Fort Nehaj today houses the Uskoks of Senj and the Senj Port Authority collections as well as the permanent exhibitions Churches of Senj through History and Coats of Arms of the Senj Nobility. o Visitor Centre Krasno  with this project the Northern Velebit National Parks aims to open a modern visitor centre at the Park’s headquarters in the village of Krasno in order to present the natural and cultural resources of the Park and its surroundings to the ever growing number of visitors, to expand the tourist offer of Krasno and Senj, and to attract even more tourists to this area, especially in winter when the Park is not open to visitors. It is planed to be open in 2017.

Idrija  Examples: o Antony᾽s main road o Lace school o Municipal museum o Šurmajce homested

EDEN55plusNW Solčavsko  Examples: o Nature etnographic trail in Logarska dolina o Exhibitions in guesthouse Firšt  Potočka zijavka, Zdravje bolnikov, Fidov gaj etc. o Exhibitions in the frame of Centre Rinka  a walk into the lap of the Alps, parish garden, felt atelie etc. o Exhibition Bicka and workshops for felt making

River Kolpa  Examples: o Regional Musseum in Kočevje o Regional Musseum in Metlika o Oton Župančič Memorial Collection in Vinica o Šokčev farm in Žuniči  typical farm of Uskoks near the river Kolpa

Vulkanland  Almost every village scattered throughout the region offers its own cultural events, which take place in accordance with the cycle of the year.  Examples: o Cooperation "Museums and Collections in the Vulkanland" o Workshops for basket-making  weaving with willow, straw and split wood o Numerous amateur theater groups showing their plays year round o Local cultural events in accordance with the seasons

A2.1.1.2.e Sport and recreational facilities and activities

Northern Velebit National Park  It is an ideal destination for all those looking for active holidays and outdoor activities  mountaineering, hiking, trekking, and cycling. There are 30 mountain tracks crisscrossing the Park, which provide numerous possibilities for exploring the area. Hikers are able to discover some of the most beautiful and fascinating parts of this region.  Examples: o This being a mountain park, nearly all of the proposed tours include a visit to at least one of the mountain peaks, either located in the National Park or the neighbouring Velebit Nature Park. All peaks provide spectacular vantage points, with those located in the western regions of the Park offering stunning views of both the Kvarner Riviera with the islands and some of the inland regions. Educational trails within the park are: Premužić trail, Velebit Botanical Garden, Circular trail - “Wildlife path” and “In the Footsteps of Man”. o There are no dedicated cycling tracks within the National Park, however, there is a network of public and forest roads that are well suited for cycling excursions. o In Krasno there is a local ski resort that is open in the winter months when there is snow. This place is a popular winter excursion site by many residents of this region. o Fishing  Gacka is world famous for its brown trout, which is a mecca of passionate fisherman. Due to the abundance of food trout in Gacka grows five to seven times

EDEN55plusNW faster than in any other water in the world. That is why capital examples gackine brown trout often grow up to 5 kg. The fishing season on the river Gacka starts on March 1st and ends on October 31st.

Idrija  Examples: o Sports and recreation centre and Lajšt bathing ground o Bike park Javornik o Ski centre Javornik o Cross-country ski centre Vojsko

Solčavsko  Examples: o Mountaineering  mountain trails o Hiking  thematic trails o Biking  lack of bike trails o crosscountry skiing lack of constant pists

River Kolpa  Examples: o Canoeing on the River Kolpa o Hinking on the marked paths o Cycling on the marked paths o Rafting on the river Kolpa

Vulkanland  Examples: o Hiking o Biking o Swimming and relaxing in the thermal baths o Golfing

A2.1.1.2.f Facilities of health and welfare centres and activities

Northern Velebit National Park  The nearest health centres (hospital) to Krasno are Gospic and Rijeka. Near the Krasna and the surrounding area there is no health centers and welfare centers, but there are some along the coast - Resort Novi Vinodolski, Thalassotherapia Crikvenica.

Idrija  Examples: o Fitnes club Moj gib o Beauty center Mistika o Center of beauty and health Lidija

EDEN55plusNW Solčavsko  Examples: o Mini wellness Potočka zijalka interesting small wellness point, designed as a cave with local names regarding local stories o Hotel Plesnik wellness point in renovation o Other wellness offers mostly for their own guests

River Kolpa  In Osilnica (Hotel Kovač) there is wellness centre and the Appartmants Malerič in Podlog have natural swimming pool and saunas

Vulkanland  The thermal springs stood at the beginning of the development of Vulkanland and are still the most important resource for various treatments in the area  Examples: o Bad Gleichenberg spa house and thermal bath o Bad Radkersburg  thermal bath o Holistic health initiative  the combination of preventive medicine, folk medicine and home remedies, as well as medicine and pharmaceuticals in one cooperation that offers events and workshops throughout the year o Die Klause  health center for integrative medicine initiated by the well-known Dr. Dominik, a specialist in the treatment of burnouts, psychosomatic disorders and chronical pains

A2.1.1.2.g Facilities of congress, business and educational centres and activities

Northern Velebit National Park  In the Headquarters of the National Park there is a congress hall with the possibility of receiving up to two hundred people. There is also an information centre to provide information about the region.

Idrija  Education centres, workshops, visits, modern study equipment that can be used for conferences, working meetings and educational courses for a smaller as well as bigger groups  Examples: o Kenda manor o Hotel Jožef o Gostišče Barbara o Gostilna Mlinar

Solčavsko  Conference hall and smal congress centre in hotel Plesnik, education center in Center Rinka

River Kolpa  /

EDEN55plusNW Vulkanland  The congress and business facilities are mainly located in the cities and larger villages of the Vulkanland and equipped for events with a maximum of 500 participants  Examples: o Event-centre Feldbach o Zehnerhaus Bad Radkersburg o Mailandsaal Bad Gleichenberg o Kulturhaus Straden

A2.1.1.2.h Facilities for handicraft, gastronomy etc. activities (workshops, degustation) and personal growth and activities

Northern Velebit National Park  In Krasno in the Headquarters of the National Park there is a hall, which is used for any kind of meetings, workshops and meetings of local people, scientists (conferences), and craftsmen. Occasionally there also take place some meetings of local farmers, educational workshops (mainly organized by the Park) and conferences of different associations.  Examples: o Headquarters of the National Park - Conference and meetig hall o Within the cheese factory Runolist in Krasno a small tasting room is built with a shop of dairy products

Idrija  Culinary workshops, degustations, lace making  Examples: o Local market Idrija o Farm Pr Kendu o Lace school International Centre of Idrija Lace

Solčavsko  Examples: o Bicka - felt exhibition and space for workshops o Center Rinka - culinary workshops  pears dumplings and degustations

River Kolpa  Workshops  how you prepare the Belokranjska pogača, how you make Easter egg or napkin etc.  For groups degustation of wine (4-8 types wine) or homemade beer (8-12 types of beer)

EDEN55plusNW Vulkanland  Conveying the importance of a sustainable lifestyle is one of the main motivational factors behind a Vulkanland initiative of opening producers' houses for visitors  Examples: o Zotter choco shop theater and edible zoo  hands-on explanation of the chocolate processing and tasting of innovative and creative chocolate o Vulcano ham world  hands-on explanation of the ham producation process and tasting of differently aged hams o Pumpkin seed oil mills and tastings o Wine tastings at vineyards or wine stores

A2.1.1.2.i Capacity for traffic to and at destination

Northern Velebit National Park  Krasno can be reached from the coast, taking a turn from main coast road in Sveti Juraj over the mountain pass Oltari (22 km) or from the inland, from direction of Otočac via Švica village (20 km)  there is no organised public transport to Krasno, the closest public transport is Senj or Otočac  You can reach Krasno by car, motorbike or bycicle

Idrija  You can reach Idrija by car, bus or bike

Solčavsko  poor public transport options, transport on demand with vans is possible  three local vans as a local tourist taxis

River Kolpa  You can reach River Kolpa by car, bus or train

Vulkanland  You can reach Vulkanland by car, train, taxi or shuttle service from airports

EDEN55plusNW A2.1.1.3 Analysis of current tourist events in EDEN destination

A2.1.1.3.a Analysis of the most recognizable tourist events in EDEN destination

Northern Velebit National Park  Events in Krasno and surrounding area are connected with cultural and traditional events. Every city in the area has its own patron saint, which is honoured and celebrated on certain day with some occasion - exhibitions, fairs, concerts.  Examples: o The 15th of August is traditionally celebrated as the day obliged. In Krasno there is the Shrine of Mother of God to which the believers from all over the region come on pilgrimage (and even in the remote town of Senj)  Holy Mass and in the Shrine is gathering of the believers. o The 11th of December is celebrated as International Mountain Day. The organizer of the event is the Northern Velebit National Park. The day is marked with cultural and artistic program (concert, presentation of a book or film) which traditionally ends with the party. o In June  fair, which leasts for several days: Antonja u Krasnu (Antonja in Krasno). At the fair there are numerous events such as "Rural Olympics" (sports events), presentation of local products (dairy products, honey and meat products), and concerts of local cultural and artistic groups, theatre performances. o The beginning of June, on weekend, bicycle race takes place organized by the city of Senj and the National Park. Bike race is a competition mountain bikinging, it starts at Senju (0 m above sea level) and ends on Zavižan (1594 m.a.s.).

Idrija  Cultural, culinary, educational events, music, sports events  Examples: o Idrija lace festival and Prfarski štrukljevc o Festival of Idrijski žlikrofi o Tango festival and Čipkarija (student festival) o Europian geoparks week

Solčavsko  Throughout the year exhibitions and thematic events in the Rinka Centre  multipurpose centre for tourism and sustainable development.  Examples: o Festival of “Bicka” Sheep Wool  presentation of the autochthonous Jezersko- Solčavsko sheep breed, demonstration of sheering and wool manufacturing, workshop for the manufacture of felting products, wool clothes fashion show, cuisine from the highmountain pastures, cultural and musical program, etc. o Solčavsko Days  traditional ethnographical event - exhibitions of local products, medicinal plants, autochthonous animals, presentations of various features, entertainment and music program. Presentation and tasting of homemade culinary specialties

EDEN55plusNW o Festival of Mountain Wood  presentation of mountain forests, special trees and features of mountain wood, presentations and workshops of wooden products, culinary features offered by the forest, hikes and entertainment in nature, etc.

River Kolpa  A lot of events in our destination all year. But the traditional festivals we have from May to September.  Examples: o Vinska vigred in Metlika (May)  the wine festival o Jurjevanje in Bela krajina (June)  the oldest folklore festival in Slovenia o Tamburanje Va Kostele (August)  the festival of tamburica o Semiška ohcet in Semič (August)  the traditional wedding ceremony

Vulkanland  Culinary tastings and handicraft presentations are the focus of the largest events in the region as culinary art is the most important reason for the development of the region.  Examples: o Schinkenfest (July)  ham festival o Biedermeierfest (June)  tradition health resort Bad Gleichenberg o Terra Vulcania (July)  joint wine festival of all wine cooperations in the region o Culinary autumn (September)  culinary events and tastings on all weekends

A2.1.1.3.b Analysis of tourist events for seniors in EDEN destination

Northern Velebit National Park  No special customized events for seniors, all of the above events applies to them.

Idrija  Cultural, culinary, educational events, music, sports events

Solčavsko  There is no one special event for seniors, but almost every event has also contents regarding tradition and other interesting things for seniors

River Kolpa  A lot of events in our destination all year. But the traditional festivals we have from May to September.

Vulkanland  The same events as mentioned above are also very interesting for seniors as local promoters are focusing on promoting events that are accessible for the whole family.

EDEN55plusNW A2.1.1.4 Analysis of current tourism products/experiences in EDEN destination

A2.1.1.4.a Analysis of EDEN destination tourism products/experiences

Northern Velebit National Park  The main food offer is the original Lika potato and Lika lamb meat, as well as original Krasno cheese. The offer of beverages comes down to various liqueurs and brandy. The whole area is specific, climatic and landscape because of proximity to the sea, so it is special pleasure to hike and walk on the mountain. The area is famous for its various manifestations, in addition to the already mentioned; a significant is carnival in Senj.  Examples: o Krasno cheese is the branded product in the area of Krasno. The way livestock breeds in nature, on open ground (cows, goats and sheep), feeding on the pure mountain meadows and stingy terrain give this cheese an uniqueness o It is an ideal destination for all those looking for active holidays and outdoor activities  mountaineering, hiking, trekking and cycling. The best way to experience the natural charms of Velebit Mountain is to pass (go on tour) with a local guide who will show you also the hidden magic of Velebit Mountain. o Senj is today an urban centre with an interesting cultural offer  winter and summer carnival, North Adriatic Klapa Singing Festival, The Uskoks Days, Senj Concert Nights. The most known manifestation is summer carnival  certainly one of the most attractive summer entertainment events on the Adriatic. Six days and nights of masquerades in the true sense of the word, they "rule" the city, justifying to the maximum each and every attribute of its name. o As Krasno cheese, it is famous “Lika lamb meat”. Special is because of original breeding (kind) and the long tradition of breeding in the free form.

Idrija  Visits of museums (UNESCO heritage), lace making, hiking, biking  Examples: o Idrija Municipial museum, Miners house, Kamšt water wheel etc. o Antony᾽s main road o Idrija lace school o 22 thematic hiking and biking trails

Solčavsko  Programs for groups, mostly for school groups, ethno-animations and team building programs for active co-workers in small companies  Examples: o Ethno-animations mostly (tailor made) for smal groups o Programs for primary school in Center Rinka and Logarska dolina o Experiences guided walks in the nature

EDEN55plusNW River Kolpa  /

Vulkanland  The intangible cultural heritage shapes the thinking and actions of people in Vulkanland. It is found in the use of natural health, landscaping in harmony with nature, the knowledge and apply of old craft practices and in the cultural seasonal performance.  Examples: o Wellness and selfness in the thermal spas Bad Radkersburg with the connected nature park Mur floodplains and in the Gleichenberg Thermal Baths with the connected nature Park Bad Gleichenberg o Movement in nature with hiking paths to the theme of the volcanic country as wine, geomancy, etc. o Natural and cultural festivals through the year o Courses to increase the quality of life and to learn traditionel crafts like basket weave, gardening, etc.

A2.1.1.4.b Analysis of EDEN destination tourism products/experiences for seniors

Northern Velebit National Park  All these products and services also apply to seniors. No special elaborate program that would refer only to them.  Examples: o Krasno cheese o Northern Velebit National Park  an ideal destination for active holidays and outdoor activities  mountaineering, hiking, trekking, cycling o Senj  an urban centre with an interesting cultural offer  winter and summer carnival, North Adriatic Klapa Singing Festival, The Uskoks Days, Senj Concert Nights. o Lika lamb meat

Idrija  Visits of museums (UNESCO heritage of the mercury mine), lace making, hiking, biking, fly fishing  Examples: o Idrija Municipial museum, Miners house, Kamšt water wheel, etc. o Antony᾽s main road o Idrija lace school o 22 thematic hiking and biking trails

EDEN55plusNW Solčavsko  One day excursions for seniors in Upper Savinja Valley  ending in Logarska dolina  Examples: o Upper Savinja Valley visit for seniors  Mozirski gaj - flower park, museums, exhibitions, churches, landscape park Logarska dolina o Upper Savinja Valley visit for seniors  degustations, guided tours, waterfall Rinka, local lunch  for smal groups

River Kolpa  /

Vulkanland  Guests will appreciate the gentle climate and the rolling hills. The gentle, elementary interaction of the landscape shows a positive insiring effect. Guests appreciate the friendliness of the people and the neat, small-scale landscape.  Examples: o Wellness and selfness in the thermal spa Bad Radkersburg with the connected nature park Mur floodplains and in the Gleichenberg Thermal Baths wirth the connected nature Park Bad Gleichenberg o Movement in nature with hiking ways to the theme of the volcanic country as wine, geomancy, etc. o Natural and cultural festivals through the year o Courses to increase the quality of life and to learn traditionel crafts like basket weave, gardening, etc.

A2.1.1.4.c Analysis of EDEN destination current services for seniors experiencing EDEN destination

Northern Velebit National Park  Services that would be of interest to seniors  transportation (taxi service), guided tours, bike or canoe rentals (Gacka River), obtain fishing licenses  Examples: o As mention, to get to the EDEN destinations there is no permanent public transport (bus or rail), a private company for transport was established that functions as a taxi service. The company has several vans and is working in the whole Krasno area, National Park and the surrounding area. o Recently private apartment owners in the area of Krasno and Otočac started to exploit the increasing arrival of tourists and offer new content, and one of them is the offer of renting bikes. o Local population is increasingly turning to tourism, and to a sustainable way of tourism that combines agriculture, experiencing the sea and the mountain peaks. Many people see the potential in employment as tour guides, interpreters and educators. So now the local tour agencies offer their guides for guiding special tours (cycling, hiking, and walking) to show and those hidden corners of the Park and the surrounding.

EDEN55plusNW Idrija  Visits of museums, lace making and culinary workshops, degustations  Examples: o Idrija Municipial museum, Miners house, Kamšt water wheel, etc. o Workshops of lace making at the Lace school o Culinary workshops a Hotel Jožef, Kenda manor, etc. o Degustation of dairy products at farms in Idrijske Krnice

Solčavsko  Examples: o Center Rinka  Tourist Information Centre o TIC Logarska dolina  Information point of the landscape park

RIiver Kolpa  /

Vulkanland  Various attractions that are great also when the weather is bad and are open year round instead of only during high season  Examples: o Events and attractions for joined enjoyment of grandparents with their grandchildren o Tourist information centers in all municipalities o Shuttle service in Bad Gleichenberg, lift to the Riegersburg, the best-known culture destination o Price reductions at the attractions

A2.1.1.5 Analysis of tourism organization form in EDEN destination

A2.1.1.5.a EDEN destination identification card River Kolpa EDEN destination River Kolpa identification card – Annex 4

Northern Velebit National Park EDEN destination NPSV identification card - Annex 5

Solčavsko EDEN destination Solčavsko identification card - Annex 6

Vulkanland EDEN destination Vulkanland identification card - Annex 7

Brda EDEN destination Brda Identification card – Annex 8

Idrija EDEN destination Idrija identification card - Annex 9

EDEN55plusNW A2.1.1.5.b Organizational structure of the tourist offer in EDEN destination

Northern Velebit National Park Tourist offer of EDEN destination is promoted through the promotion of the National Park Northern Velebit and work of Senj Tourist Board, which is responsible for the promotion of Krasno and the surrounding area.

Idrija Idrija heritage centre has been established in 2011. Its purpose is to plan and to execute development activities and tasks in the destination.

Solčavsko Center Rinka - institute for tourism and sustainable development (public institution owned by Municipality) is DMO and cooperate with RDO Savinjska and Šaleška valley and with other external partners. Center Rinka connects all tourist offer in Solčavsko regarding promotion of the destination. But mostly marketing activities are provided by private organisations - owners of the tourist facilities.

River Kolpa In the destination River Kolpa we have the tourist agency Kompas Novo mesto d.o.o.

Vulkanland At the moment there is no tourism association responsible for the promotion of the touristic offer of Vulkanland. A process for the implementation of a touristic destination is currently underway and will be completed by July 2016.

EDEN55plusNW A2.1.1.5.c Analysis of integration and joint activities in EDEN destination

Northern Velebit National Park There is no organized network at the local level, which has the function of promoting products and activities in the EDEN area. This function was taken over by Public Institution Northern Velebit National Park. Things work in a way that the Park provides information on products and activities in its info centre, on the website, in brochures. Park appears on fairs in the region and the whole country, where represent itself and Krasno – the whole EDEN destination. Park is the organizer and co-organizer of various events, exhibitions, symposiums, agriculture conferences.

Idrija /

Solčavsko Some promotional actions, fairs, exhibitions and presentations are organized by Center Rinka for all tourist offers. But more or less only three to five privat companies participate in joint actions.

River Kolpa /

Vulkanland Currently there is no regular cooperation between Vulkanland and other EDEN destinations. 2016 start with EDEN55plusNW in cooperation between Vulkanland (A) - Solčavsko (SI) - Idrija (SI) - River Kolpa (SI) - Sjeverni Velebit (HR).

A2.1.1.5.d Analysis of the current destination brand and sub brands in EDEN destination

Northern Velebit National Park The entire National Park itself is a brand. It is known for its primeval natural beauty, many hiking trails and the Botanical garden. We are currently working on the promotion of original products such as Krasno cheese, honey from the rich valleys, the traditional liqueur and jam, original Lika potato and cured meat products.

Idrija /

Solčavsko New brand Logarska dolina - Solčavsko is slowly becoming and connects two older brands Solčavsko and landscape park Logarska dolina. Krajinski park Logarska dolina has its own logo and great recognisability, but it is geografically limited and it belongs to the company Logarska dolina (Ltd.).

River Kolpa /

EDEN55plusNW Vulkanland The destination's brand is called "Steirisches Vulkanland". It's build upon the three pillars culinary art, handicraft and vitality. SMEs willing to carry the brand have to fullfill a certain set of values and pay a fee for the usage of the brand. Currently there are about 150 SMEs carrying the brand. These SMEs meet on a regular basis to share know-how and educate themselves. There are no sub brands.

A.2.1.1.5.e Analysis of the marketing mix activities according to the 10Ps

Northern Velebit National Park The most important products in EDEN destination: Lika cheese, cheese, Lika P1 - Product lamb meat, homemade brandy and liqueurs, honey, herbal teas and herbs. In these place only now people increasingly begin to appreciate the domestic products and to look at it as a possible brand (eg. Lika potato, which has gained the status of brand). Due to the crisis that has gripped P2 – Price Europe, including Croatian, the people living in these area are not able to live only from one mentioned thing (brand), so not even one product has been brought to its deserved status. Local products can be purchased at the place of production, usually it is a family farm, and in the information centre of the National Park. Some of P3 – Place the products, souvenirs, can be purchased at the National Park Information Centre and on the website. Products such as cheese, liqueurs, and herbal teas are promoted through fairs, brochures, providing information to tourists in info centres. Some of P4 - Promotion the products, souvenirs, can be purchased at the National Park Information Centre and on the website. Manufacturers and suppliers of mentioned products are mainly family farm's. The only major company is Cheese factory Runolist which purchases P5 - People the material (milk) for its cheese from the local people from the surrounding area Krasno and Otočac. The before mentioned products are often sold "on the doorsteps". So this P6 - Processing can be done and legal, they need to have a special certificate and a license from the Croatian Chamber of Economy. The most famous brands in EDEN destination are mentioned Krasno cheese, Lika potatoes (which the biggest production takes place in the area P7 – Physical of Gospić), Lika lamb and the National Park with its most famous site evidences Zavižan. All the mentioned brands are used for promotional purposes to promote Krasno area or the surrounding region. The products are represented through fairs all over the country and P8 – Partners abroad, representatives of these products are mostly the National Park and network Lag-Lika (organization for the development of rural areas and rural products). P9 – Budget for / marketing activities P10 – Sustainable / approach and social responsibility Table 11: Marketing Mix Activities of Northern Velebit National Park

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Idrija P1 - Product Heritage of the mercury P2 – Price High quality of services for achieved price P3 – Place Websites, social media and brochures P4 - Promotion Websites, social media, brochures, faires P5 - People Active seniors, mature travelers, special-interest travelers P6 - Processing CIS is also travel agency P7 – Physical / evidences P8 – Partners Municipal museum, Lace school, different societies and associations network P9 – Budget for / marketing activities P10 – Sustainable Energy concept of Idrija municipality, Inovative strategy of Idrija approach and social municipality responsibility Table 12: Marketing Mix Activities of Idrija

River Kolpa P1 - Product / P2 – Price / P3 – Place / P4 - Promotion / P5 - People / P6 - Processing / P7 – Physical Kolpa – feel the river (Kolpa – dotakni se zgodbe) evidences P8 – Partners / network P9 – Budget for / marketing activities P10 – Sustainable / approach and social responsibility Table 13 Marketing Mix Activities of River Kolpa

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Solčavsko B&B, Half board, full board, meals, lunch, diner, degustations, sightseeing and nature observing, hiking, walking along alpine valleys or thematic trails, natur, outdoor activities (archery, guiding, animation, teambuilding P1 - Product programs…), exhibitions. There are still a lot of possibilities for new high quality products regarding interesting topics (fossils, paleolithic cave Potočka zijalka, thematic trails, storytelling...). Mostly low price for quality service. Higher prices could be achieved easier with a synchronised, linked and complementary offer and by offering full tourist products. Prices of single services (miniwellness, ethno-animation…) P2 – Price or products (wooden bowls, felt products...) are relatively high - good money for value but there are not enough customers. Customer oriented promotion could also sustain higher prices of certain innovative and quality service and products. All products are accessible in the destination: informations in TIC and in P3 – Place tourist facilities, all products are in brochures also on websites, lot of them in social media, but there are just a few contracts with travel agencies Via websites and brochures. Promotion is mostly oriented towards raising of the destination's recognizability, to accommodation marketing and some single products. There is no wholesome approach to marketing promotion P4 - Promotion of integral products. The on-line media are not used to their maximum, the data are not updated and they are not keeping pace with the newest technology. Main targets groups are not clearly defined for whole destination. Tourism offerers do connect, although they in most cases lack clearly defined aims. Local products and service suppliers are not synchronised very well, they P5 - People are lacking strategic connecting with clear goals. Locals do not possess the know-how about the needs and wishes of their guests. However, they are very hospitable. There is now enough systematic management of key products in the P6 - Processing destination. There is no desire to acquire quality certificates. The only quality certificate acquisition in progress is Green destination. Logarska dolina is a strong brand name. However, not all tourism workers P7 – Physical in the destination connect with it, since the logotype is owned by Logarska evidences dolina ltd. The destination name Logarska dolina - Solčavsko is still being introduced, but not used by all tourism offerers. Partnerships are mostly spontaneous but with no clear goal orientation. P8 – Partners Slowly, a stimulated connection marketing of certain products is being network introduced. The funds for marketing activities for certain products are mainly private P9 – Budget for and distinguish greatly according to the interest and knowledge of a single marketing activities tourism offerer. The pbulic funds are mainly oriented towards destiantion recognition. There is no document in the destination that would steer sustainable P10 – Sustainable activities of tourims workers. In 2011 the Strategy of sustainable approach and social development of the tourist destination was prepared, but it was not responsibility accepted on the municipality level and is not obligatory for the offerers. Table 14: Marketing Mix Activities of Solčavsko

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Vulkanland P1 - Product Natural attractions, Culinary art, Handicraft, Vitality High quality products that are worth their price. SMEs are supported in their decision for quality instead of quantity through educational workshops and know-how transfer. Inhabitants and tourists need to P2 – Price understand the value of qualitative products and services. The Vulkanland promotes the value of fewer purchases, but higher quality and regional origin. Directly at farms and production sites, websites mainly in German P3 – Place language, direct bookings at the attraction sites. Websites and newsletters of individual attractionsm, articles in magazines P4 - Promotion and newspapers. SMEs attracting tourists, Main target group: empty nesters, 45+ P5 - People Main target area: Vienna Taxi companies Employees TIC Vulkanland initiatives for biological certifications, usage of available P6 - Processing resources, holistic health, sustainable development, development of value systems for certification as Vulkanland SME, soil charta. Referencing importance of volcanic soil in product and service descriptions, P7 – Physical hilly landscape reflects the volcanic past of the region and makes it easier evidences for tourists to imagine the former eruptions. Active fostering of creation of cooperation networks (e.g. accomodation P8 – Partners Vulkanlandurlaub, carpenter Vulkanland Tischler, ham Vulcano, gardens network Lebensgärten, wineries Winzer Vulkanland…) The cooperation networks try to earn financial support through projects. P9 – Budget for The co-financiation is done by the SMEs themselves. The Vulkanland marketing activities supports the networks through project management. P10 – Sustainable The Vulkanland developed chartas regarding the sustainable development approach and social and usage of available resources, e.g. soil charta, forest charta, home made responsibility delicacies, building culture, energy vision 2025, etc. Table 15: Marketing Mix Activities of Vulkanland

EDEN55plusNW A2.1.2 DEMAND ANALYSIS (needs and expectations of seniors 55+) (Annex 21- 24)

A2.1.2.1 Analysis of demand in EDEN destination

A2.1.2.1.a Analysis of daily visitors and tourist arrivals and overnights in pilot EDEN destination in the years 2013-2015

The indicators:  target markets,  target groups (after age, kind of groups),  season of arrival,  residence time at EDEN destination,  leisure activities,  daily expenditure etc.

Because the results are very different, we are presenting them in separate tables for each EDEN destination.

Northern Velebit National Park Daily visitors 2013 2014 2015 Northern Velebit National Park Number of daily visitors 15777 14360 16471 Target markets All all all Organised groups 28% 30% 33% Target groups Individuals 72% 70% 67% Season of High season 86% 77% 76% arrival Low season 14% 23% 24% Residence time in hours at EDEN destination 8h 8h 8h hiking trekking Leisure and other activities cycling mountaineering Daily expenditure in EUR 30 30 30 Table 16: Daily Visitors in Northern Velebit National Park

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Tourist arrivals and overnights 2013 2014 2015 Northern Velebit National Park Number of tourist arrivals 3616 3754 3850 Number of overnights 6828 6321 6193 Target markets All all all Target Organised groups 8% 9% 11% groups Individuals 92% 91% 89% Season of High season 73% 71% 67% arrival Low season 27% 29% 33% Residence time in days at EDEN destination 2 2 2 hiking trekking Leisure and other activities cycling mountaineering Daily expenditure in EUR 50 50 50 Table 17: Tourist Arrivals and Overnights in Northern Velebit National Park

Idrija Daily visitors 2013 2014 2015 Idrija Number of daily visitors 18110 16922 17702 Slovenia, Italy, France, England, Spain, Belgium, Netherland, Croatia Target markets Austria, Germany, Scandinavia, USA Organised / 60,79% 58,35% Target groups groups Individuals 39,21% 41,65% Season of High season may - september arrival Low season october - april Residence time in hours at / / / EDEN destination Heritage (mine, lace) Leisure and other activities Nature (hiking, biking) Culinary Daily expenditure in EUR 50 50 50 Table 18: Daily Visitors in Idrija

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Tourist arrivals and overnights 2013 2014 2015 Idrija Number of tourist arrivals 5098 4838 5972 Number of overnights 12216 12885 14525 Slovenia, Italy, France, England, Spain, Belgium, Netherland, Target markets Croatia Austria, Germany, Scandinavia, USA Organised groups / / / Target groups Individuals / / / Season of High season may - september arrival Low season october - april Residence time in days at EDEN 2,4 2,7 2,4 destination Heritage (mine, lace) Business Leisure and other activities Nature (hiking, biking) Culinary Daily expenditure in EUR / / / Table 19: Tourist Arrivals and Overnights in Idrija

Solčavsko Daily visitors 2013 2014 2015 Solčavsko Number of daily visitors 100.000 95.000 98.000 Celje, Ljubljana, Maribor, Primorska Target markets Avstrija, Hrvaška, Organised groups 10% 9% 9% Target groups Individuals 90% 91% 91% Season of High season june - september arrival Low season november - march Residence time in hours at EDEN 3 - 5 hours 3 - 5 hours 3 - 5 hours destination hiking mountaineering Leisure and other activities biking sighteseeing guided tours Daily expenditure in EUR / / / Table 20: Daily Visitors in Solčavsko

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Tourist arrivals and overnights 2013 2014 2015 Solčavsko Number of tourist arrivals 10315,2 9256,8 9752,4 Number of overnights 22738,8 20787,6 22062 Germany, Benelux, Germany, Austria, Germany, Austria, Target markets Eastern Europe (Czech Benelux, Croatia Benelux, Croatia Republic, Poland), Croatia Organised / / / Target groups groups Individuals / / / Season of High season july - august arrival Low season november - march Residence time in days at EDEN 2,2 days 2,25 days 2,26 days destination hiking mountaineering Leisure and other activities biking sighteseeing guided tours Daily expenditure in EUR / / / Table 21: Tourist Arrivals and Overnights in Solčavsko

River Kolpa Daily visitors 2013 2014 2015 River Kolpa Number of daily visitors / / / Slovenija (Dolenjska, Štajerska, Promorska Ljubljana, Target markets Notranjska…), transit tourists (Avstrija, Nemčija, Nizozemska…), Hrvaška Organised / / / Target groups groups Individuals / / / Season of High season july, august arrival Low season other months Residence time in hours at EDEN / / / destination Leisure and other activities / / / Daily expenditure in EUR / / / Table 22: Daily Visitors in River Kolpa

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Tourist arrivals and overnights 2013 2014 2015 River Kolpa Number of tourist arrivals / / / Number of overnights / / / Slovenija (Štajerska, Promorska Ljubljana, Notranjska…), transit Target markets tourists (Avstrija, Nemčija, Nizozemska, Belgija…) Organised 10% 10% 10% Target groups groups Individuals 90% 90% 90% Season of High season july, august arrival Low season other months Residence time in days at EDEN / / / destination leisure Leisure and other activities bussines Daily expenditure in EUR / / / Table 23: Tourist Arrivals and Overnights in River Kolpa

Vulkanland Daily visitors 2013 2014 2015 Vulkanland Number of daily visitors Target markets Organised groups Target groups Individuals Despite intense research (Steiermark Tourismus, Land Season of High season Steiermark, Thermenland tourism board etc) no arrival Low season statistic facts&figures on daily visitors available. Residence time in hours at EDEN destination Leisure and other activities Daily expenditure in EUR Table 24: Daily Visitors in Vulkanland

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Tourist arrivals and overnights 2013 2014 2015 Vulkanland Number of tourist arrivals 252.458 258.589 274.433 Number of overnights 1.094.176 1.098.168 1.091.919 AT 91,5%, DE 4%, CH AT 91,5%, DE 4%, AT 92%, DE 4%, CH 0,9%, IT 0,8%, NL CH 0,9%, IT 0,8%, NL 0,9%, IT 0,8%, NL Target markets 0,5%, HU 0,5%, RU 0,5%, HU 0,5%, RU 0,5%, HU 0,5%, Rest 0,5% Rest 1,3% 0,5% Rest 1,3% 1,3% Organised groups / / / Target groups Individuals / / / Season of High season May - October arrival Low season December - February Residence time in days at EDEN 4,3 4,3 3,9 destination Cure/ medical recreational holiday Business travel Leisure and other activities Group exkursions with guided program Wellness/Spa Culinary and active individual tourism Daily expenditure in EUR 135 137 138 Table 25: Tourist Arrivals and Overnights in Vulkanland

A2.1.2.1.b Analysis of senior daily visitors in EDEN destination in the years 2013-2015

In-depth indicators:  target markets,  niche target groups,  season of arrival,  residence time in hours at EDEN destination,  leisure activities,  expenditure in EUR,  behaviour  expectations etc.

EDEN55plusNW Northern Velebit National Park Senior daily visitors 2013 2014 2015 Number of senior daily visitors 7070 7820 8842 Target markets / / / Niche target groups all all all Season of High season 86% 78% 78% arrival Low season 14% 22% 22% Residence time in hours at EDEN 7h 7h 7h destination hiking trekking Leisure and other activities cycling mountaineering Daily expenditure in EUR 35 35 35 Behaviour – expectations of seniors mostly food mostly food mostly food Table 26: Senior Daily Visitors in Northern Velebit National Park

Idrija Senior daily visitors 2013 2014 2015 Number of senior daily 6,7 6,1 6,3 visitors Slovenia, Italy, France, England, Spain, Belgium, Netherland, Target markets Croatia Austria, Germany, Scandinavia, USA Niche target groups Women, cuples Season of High season may - september arrival Low season october - april Residence time in hours at / / / EDEN destination Heritage (mine, lace) Leisure and other activities Culinary Nature (hiking, biking) Daily expenditure in EUR / / / Behaviour – expectations of seniors Quality and diverse offer, quality stuff for a reduced price, Table 27: Senior Daily Visitors in Idrija

EDEN55plusNW Solčavsko Senior daily visitors 2013 2014 2015 Number of senior daily visitors / / / Target markets Slovenija, Croatia Niche target groups Senior association Season of High season june - september arrival Low season november - march Residence time in hours at EDEN 3 - 5 hours 3 - 5 hours 3 - 5 hours destination Sighteseeing Leisure and other activities guided tours Hiking

Daily expenditure in EUR / / / Behaviour – expectations of / / / seniors Table 28: Senior Daily Visitors in Solčavsko

River Kolpa Senior daily visitors 2013 2014 2015 Number of senior daily visitors / / / Target markets / / / Niche target groups / / / Season of High season / / / arrival Low season / / / Residence time in hours at EDEN destination / / / Leisure and other activities / / / Daily expenditure in EUR / / / Behaviour – expectations of seniors / / / Table 29: Senior Daily Visitors in River Kolpa

Vulkanland Senior daily visitors 2013 2014 2015 Number of senior daily visitors Target markets Niche target groups Season of High season no statistic facts&figures on senior tourists arrival Low season available Residence time in hours at EDEN destination Leisure and other activities Daily expenditure in EUR Behaviour – expectations of seniors Table 30: Senior Daily Visitors in Vulkanland

EDEN55plusNW A2.1.2.1.c Analysis of senior tourist arrivals and overnights in EDEN destination in the years 2013-2015

In-depth indicators:  target markets,  niche target groups,  season of arrival,  residence time at EDEN destination,  leisure activities,  daily expenditure in EUR,  behaviour  travel mode, expectations etc.

Northern Velebit National Park Senior tourist arrivals and overnights 2013 2014 2015 Number of senior arrivals 3416 3553 3650 Number of senior overnights 6408 5925 5902 Target markets / / / Niche target groups all all all Season of High season 78% 76% 72% arrival Low season 22% 24% 28% Residence time in days at EDEN destination 2 2 2 hiking hiking hiking trekking trekking trekking Leisure and other activities cycling cycling cycling mountaineering mountaineering mountaineering Daily expenditure in EUR 50 50 50 Behaviour – expectations of seniors accommodation and food Table 31: Senior Tourist Arrivals and Overnights in Northern Velebit National Park

EDEN55plusNW Idrija Senior tourist arrivals and overnights 2013 2014 2015 Number of senior arrivals / / / Number of senior overnights / / / Slovenia, Italy, France, England, Spain, Belgium, Target markets Netherland, Croatia Austria, Germany, Scandinavia, USA Niche target groups Women, cuples Season of High season may – september arrival Low season october – april Residence time in days at EDEN / / / destination Heritage (mine, lace) Leisure and other activities Culinary Nature (hiking, biking) Daily expenditure in EUR / / / Behaviour – expectations of seniors / / / Table 32: Senior Tourist Arrivals and Overnights in Idrija

Solčavsko Senior tourist arrivals and overnights 2013 2014 2015 Number of senior arrivals / / / Number of senior overnights / / / Target markets Germany, Austria, Croatia, Slovenia Niche target groups associations, individuals and couples Season of High season july - august arrival Low season november - march Residence time in days at EDEN destination 2,2 days 2,25 days 2,26 days hiking Leisure and other activities sighteseeing guided tours Daily expenditure in EUR / / / Behaviour – expectations of seniors / / / Table 33: Senior Tourist Arrivals and Overnights in Solčavsko

EDEN55plusNW River Kolpa Senior tourist arrivals and overnights 2013 2014 2015 Number of senior arrivals / / / Number of senior overnights / / / Target markets / / / Niche target groups / / / Season of High season / / / arrival Low season / / / Residence time in days at EDEN destination / / / Leisure and other activities / / / Daily expenditure in EUR / / / Behaviour – expectations of seniors / / / Table 34: Senior Tourist Arrivals and Overnights in River Kolpa

Vulkanland Senior tourist arrivals and overnights 2013 2014 2015 Number of senior arrivals Number of senior overnights Target markets Niche target groups Season of High season no statistic facts&figures on senior tourists available arrival Low season Residence time in days at EDEN destination Leisure and other activities Daily expenditure in EUR Behaviour – expectations of seniors Table 35: Senior Tourist Arrivals and Overnights in Vulkanland

A2.1.2.2 Demand analysis of seniors in four EDEN destinations (Annex 10 – 12, 25)

A2.1.2.2.a Trends of target group seniors 55+

Identification Cards for Senior Organizations In chapter A2.1b the analysis of senior organizations identification cards is presented.

Results from Questionnaires 440 seniors from Austria, Croatia, Italy and Slovenia participated in this survey. The most strongly represented is Slovenia with 31.3%. From all seniors, 56.1% are female and the majority (45.3%) is aged between 60 and 70 years. More than half (63.0%) of the seniors asked live with their partners and on the other hand, only 0.7% live in a care home. The personal monthly income is by the majority (29.1%) between 500 and 800 EUR. The highest number of Italian seniors has the personal monthly income between 1,000 and 1,500 EUR, Austrian seniors between 800 and 1,000 EUR and Slovenian and Croatian seniors between 500 and 800 EUR. So it can be said that there are differences

EDEN55plusNW between seniors living in different countries. On average, they are going on a daily trip more than three times per year (37.2%) and once per year on a several days trip (43.3%). Croatian seniors travel for one day trip two times per year, all other more than three times per year. This could be linked to their average personal monthly income. On the other hand, on average, Austrian seniors go on a several days trip two times per year, whereas all other nationalities go once per year. Those having the personal monthly income under 500 € travel in average once per year, those between 500 and 800 EUR two times per year and those having the personal monthly income more than 800 EUR more than three times per year. The results for several days trip are similar - the frequency of the trip is higher with higher personal monthly income. For the majority (43.8%), the main trip organizer is the travel agency and sometimes they also organize their trip alone. 91.9% go on a daily trip for the whole day and the several days trip lasts in average (35.7%) more than five days, followed by three days trips (24.0%). For the daily trips the groups usually (28.8%) contain up to 50 persons and on the other hand the several days trips usually (34.6%) have up to 10 persons. They were asked about the destination they travel to and the majority stays in their domestic country for a daily trip and for a several days trip they go to Croatia (29%) and Italy (20%).

We wanted to know what affects the seniors most, while making decisions about the trip. For both, daily trips and several days trips the most important are the destination and how interesting the program is. According to the nationality, for both, daily and several days trips, destination is the most important for Croatian and Italian seniors and interesting program for Austrian and Slovenian seniors. Almost all trips for seniors do include transport, museums, galleries, nature and meal. The most attractive for them are three star hotels and neither low nor high quality restaurants. There are some differences between nationalities and according to the personal monthly income. In average Austrian seniors sleep in four stars hotels and Croatian seniors in two stars hotels. Croatians do also prefer inn’s over restaurants. Those seniors having personal monthly income under 500 EUR usually eat in an inn and those with personal monthly income over 500 EUR in a restaurant. With increasing personal monthly income also the preferred quality is getting higher. In order to prepare good packages for seniors, we needed to know what are they willing to do and what not. We found out that the duration of willingness to walk and cycle is decreasing with age. In majority, Croatian seniors are willing to cycle up to half an hour, Italian half an hour to one hour and Slovenian and Austrian seniors one to two hours. They would likely attend “handcraft” and “herbs and edible plants” workshops. Male population would like to participate in “handcraft” and “wine /spirits” workshops, while the female population would most likely attend culinary workshops. Only Slovenian seniors prefer culinary workshops over handcraft workshops. Under “other” they wrote basket weaving, felting, recreation, painting, hygiene, jerseys, crochet, culture, yoga, health, dancing/movement, music, sport. If we take a look at degustation, they would likely attend traditional dishes and desserts degustation, as well as cheese degustation. Only Slovenian seniors prefer dried meat products and cheese degustation over traditional dishes and desserts. The most important for seniors is the quality of guided tours, as well as the transportation to the destination. For Austrian seniors, the quality of accommodation is also of great importance, whereas for the Croatians this is the quality of the catering services. The prices of daily and several days trips are important for the majority of the seniors. For Austrian seniors, the prices are neither important, nor unimportant, for Croatian seniors very important and for Italian and Slovenian seniors important. This could be linked with personal monthly income of seniors. The importance of the several days trips prices is decreasing with the increasing amount of the personal monthly income. Half (50.2%) of

EDEN55plusNW the seniors asked are prepared to pay up to 50 EUR for a daily trip and 42.1% up to 100 EUR. Croatian seniors are in majority prepared to pay up to 50 EUR and on the other hand Austrian seniors up to 100 EUR. For a two days trip, 33.2% are prepared to pay up to 100 EUR, followed by 27.6% who are prepared to pay up to 200 EUR and 25.1% who are prepared to pay up to 150 EUR. In majority Croatian seniors are prepared to pay up to 100 EUR for two days trip, Italian and Slovenian up to 150. For a three days trip 35.9% are prepared to pay up to 300 EUR and 22.9% up to 200 EUR. The lowest preparedness is by Croatian seniors – up to 150 EUR. The higher is the personal monthly income, the more money seniors are prepared to give for all three durations of trips. What is the most important type of promotion for seniors? It is the mouth to mouth propaganda, followed by printed media and websites. For Austrian seniors the promotion in the newspaper for seniors is really important. The local added value is important (39.1%) for the majority and for Croatian seniors it is very important.

A2.1.2.2.b Trends specific to the selected target groups – women and couples 55+ (questionnaire for seniors - needs and expectations, travel mode (in pairs, groups, individual), organization of trip, season of trip, type of accommodation, type of catering offers, the interests of certain activities, residence time, consumption per day and for individual offer elements etc.)

Women 55+ Couples 55+  workshops (felting, culinary, wood, music,  guided tours in nature (hiking) with dancing, slow flowers, life gardens), sensual animation,  ethno-animation program,  natural and cultural heritage visitation,  guided tours in nature (hiking) with  ethno-animation programs, sensual animation,  cultural events visitation,  natural and cultural heritage visitation  thematic road visitation with degustations (experiences in nature), of local products on farms and by  short wellness experience, yoga, producers – presentation of production, meditation, aromatherapy,  culinary evenings, workshops and vine  visit of cultural interesting points and tasting, exhibitions,  visiting the organic farm - presentation of  tastings of food by farms (panorama road new farming, visitation) and producers,  cultural program: music, dance, local  more free time, theatre, plays…,  a mandatory inclusion of a photographer,  more additional workshops (wood, responsible for making unique moments making baskets, music, dancing…), last forever,  more free time,  …  wellness and suitable mobility included in the program,  …

EDEN55plusNW A2.1.3 ANALYSIS OF TOURISM RELATED SMEs IN PILOT EDEN DESTINATIONS (Annex 26)

A2.1.3.1 Analysis of SMEs in pilot EDEN destination

63 representatives of small and medium sized enterprises (SMEs) participated in this survey, 41.3% from Austria, 34.9% from Slovenia and 23.8% from Croatia. More than half of them (54.1%) had completed vocational school. The highest percentage of them offers an accommodation. Results showed that Slovenian representatives are the strongest in accommodation and catering activities, while Austrian representatives’ focuses a greater deal on tourist activities and manufacturing. The majority (54%) of SMEs have up to three employees and are located either in small towns with less than 50,000 people (34.9%) or in small villages with population of less than 500 people (33.3%). We wanted to know which target group is the most important for the participating SMEs. The survey showed us that these are families, followed by groups. Families seem to be of great importance for accommodation and catering services, as opposed to tourist activities and other service/product groups. SME’s were asked to mark the factors, which they believe attract visitors to visit them. The highest ranked were kindness, hospitality and professionality. 27.9% of SMEs offer tastings and 26.2% workshops. Austrian SMEs offer the highest percentage of degustation (38.5%) and workshops (46.2%). Slovenian, and especially Croatian SMEs, could learn from Austrian SMEs and include tastings and/or workshops in their offer. SMEs with a manufacturing process offer the highest percentage of both degustation (60%) and workshops (35%). One of the goals of this project is to establish networks of SMEs, so we wanted to know, if they are already a part of any network.

At first we took a look at SMEs who offer accommodation services. 38.5% of them have up to ten rooms and only 3.8% have more than 30 rooms. This means that 34.6% dispose with up to 30 beds. 50% of Austrian SMEs who provide accommodation have up to 30 rooms. On the other hand, most Croatian SMEs (37.5%) offering accommodation disposes with up to 5 rooms. Slovenian SMEs have up to 10 rooms (66.7%). The average price for an overnight stay with breakfast is between 20 and 40 EUR. Half of Austrian SMEs that took part in this survey offer overnight stay with breakfast at between 40 and 50 EUR per person. On the other hand, 75.5% of Croatian SMEs’ price is up to 20 EUR and Slovenian SMEs’ price ranges from 20 to 40 EUR (58.3%). This also shows the difference between the countries and their incomes and life standards. Breakfast is offered by the highest percentage, namely 34.9% of all SMEs taking part in this survey. Visitors in most cases (65.4%) stay in the accommodation facility for two nights, so according to these results the best tourist offer would be a three days package. Among all SMEs, which offer catering services, 34.5% are restaurants. The majority (44.8%) can serve up to 60 guests, followed by those 24.1% that can cater for more than 80 guests. All restaurants and inns have the space for at least 60 people. On the other hand, tourist farms, wineries and coffee shops all have the space for 60 people at most. The average price for breakfast is between 5 and 8 EUR, for lunch between 10 and 15 EUR and for dinner up to 15 EUR. There are differences among the nationalities and types of catering facilities. 42.4% of SMEs participating offer cultural activities, followed by 33.3% who offer physical activity. Most Austrian SMEs offer physical activities, Croatian SMEs both physical and cultural activities and Slovenian SMEs mostly offer cultural activities. Visitors usually stay with SMEs either (24.2%) up to two hours or up to five hours. The average price for the activities is up to 5 EUR (30.8%). The cheapest activities are

EDEN55plusNW physical activities, which cost on average up to 5 EUR, followed by cultural activities for up to 10 EUR. Most SMEs who offer culinary activities charge between 15 and 20 EUR for them. The most expensive is event management that costs from 15 EUR onwards. 32.1% of the SMEs can accept more than 50 people per activity. From all the SMEs representatives who have a manufacturing process, 73.3% of them show their manufacturing process to visitors. In enterprises with manufacturing process people do stay for up to two hours (50%). The same percentage of SMEs (24.1%) can accept up to 20 visitors and more than 50 visitors per degustation/workshop.

Last few questions were dedicated to the senior visitors. They do return for a day trip once per year in majority of cases (35.6%) or they do not return in the same year (32.2%). 44.4% of the seniors that travel for several days return once per year. 36.7% of SME said that usually senior groups are organised by an individual organizer. The average size of a day-trip visitor group is up to 10 people (31.7%), followed by up to 20 people (21.7%). The average size of a several-days visitor group is also up to 10 people (43.9%), followed by groups of up to 20 (29.3%) and up to 30 people (19.5%). The SMEs believe that the majority of their visitors would attend handcraft workshops (2.96), followed by culinary workshops (3.74). If we take a look at the degustation, SMEs believe that the majority of their visitors would attend dried meat products degustation (4.2), followed by wine degustation (4.4), spirits degustation (5.38) and cheese degustation (5.56). In their opinion the most important for seniors is the quality of experience, followed by quality of catering, guided tours and accommodation. The most important type of promotion was found to be, according to the SME representatives, mouth to mouth publicity (1.82). The least important type of promotion for target group 55+ seem to be fairs (5.78), followed by posters (5.75) and social media (5.53). Croatian SMEs find promotion on websites and social media more important than Austrian and Slovenian representatives.

44.3% of SMEs that took part in this survey have their facilities adjusted for people with disabilities. The facilities are adjusted for motorically disabled people, for hearing and visually impaired people, as well as mentally disabled individuals. Most SMEs’ facilities are adjusted to motorically disabled people. SMEs with a manufacturing process have the highest percentage of adjustments for people with disabilities. In the SMEs’ opinion, the local added value of products is very important (77.0%) to their senior visitors. Slovenian SMEs regard it as the most important.

EDEN55plusNW A2.1.4 ANALYSIS OF INCOMING TRAVEL AGENCIES (ITAs) AND TOURIST INFORMATION CENTRES (TICs) ON EXISTING OFFER OF PILOT EDEN DESTINATIONS PRODUCTS FOR SENIORS (Annex 27)

A2.1.4.1 Analysis of ITAs and TICs in pilot EDEN destination

21 incoming tourist agencies/tourist information centres (ITA/TIC) participated in this study, 7 incoming tourist agencies, 9 tourism information centres and 5 agencies for adrenalin sports. More than half of them (52.4%) are located in Slovenia, 28.6% in Croatia and 19.0% in Austria. A little less than half of them (47.6%) are located in EDEN destinations. The majority are small agencies with up to 3 employees. The most popular season in EDEN destinations is summer. In Slovenia, spring is also an important time of the year for tourists and in Austria, this would be autumn. There is the high percentage of domestic tourists in EDEN destinations (66.7%). ITA/TICs in Austria claim that they have only domestic tourists, Slovenian have more domestic than international tourists and Croatian more international than domestic tourists. ITA/TICs who are located in EDEN destinations have more domestic tourists and those being located outside the EDEN destinations have more international tourists. The most important for ITA/TICs are the Germans, followed by Austrians and Slovenians. According to the types of tourists, the most common are families and the least common are individuals. Usually they travel in their own organisation to the EDEN destinations (81.0%) and the trips are booked by tourist agencies (47.6%) or individual organisers (42.9%).

ITA/TICs were asked why do visitors come to their region and the majority said it is because of the kindness and hospitality of the local people and providers, as well as their professionallity and distinct offer in the several days experiences. The most attractive for the tourists are qualitatively regulated recreational trails with beautiful views and special experiences. In Croatian EDEN destinations the most attractive features are qualitatively regulated recreational trails, in Austrian the vast offer of production, products or services with local added value, as well as well-arranged thematic and other educational paths and in Slovenian the special experiences. What are the tasks of ITA/TICs? The most frequent answer was “forwarding information to trip organizers and tourist agencies that bring the tourist groups to the destination” and the “Organization of a guiding service and the provision of guides”. The majority of ITA/TICs answering this questionnaire are selling tourist programs. The smaller percentage is selling also tourist services like tickets. ITA/TIC representatives think that similar providers at their EDEN destination do need some encouragement in order to start building a network. In Austria all providers within similar industry are part of a network and the ITA/TICs said that in most cases, this happens based on their own initiative. In Croatia and Slovenia the providers need an encouragement to do so. 41.2% said that there are up to 500 beds in their EDEN destination and 23.5% that there are up to 2000 beds. The average price per person for bed and breakfast in EDEN destinations in three stars accommodations is between 30.00 (33.3%) and 50.00 € (28.6%). All ITA/TICs from Austria said, that the average price per person for bed and breakfast is up to 50.00 € On the other hand, none of Croatian ITA/TICs chose the amount over 30.00 €. The difference between countries and their economic situations can be seen in these results. If we take a look at prices for half board in three star accommodations, the prices are in average up to 40.00 €. In accommodations with higher level of quality, four star accommodations, the average

EDEN55plusNW price per person for bed and breakfast is between 50.00 € (27.4%) and 60.00 € (36.4%) and for half board between 70.00 (36.4%) and 90.00 € (27.3%). The average price for lunch and as well as dinner in EDEN destinations is up to 15.00 € (63.2%). 45,0% of ITA/TIC representatives said that the average price per person for a guided tour in nature at the EDEN destinations is more than 45,00 € and 20,0% that it is up to 15,00 €. Surprisingly all six Croatian representatives said that guided tours in nature at the EDEN destination cost more than 30.00 €. On the other hand, none of Austrian representatives chose the price over 20.00 €. By drawing up a tourist offer, the majority collaborates with hotels, tourist farms, restaurants and inns. The majority of ITAs representatives asked do usually collaborate with providers of cultural experiences, workshops, degustation and local customs - ethno animation. Representatives of TICs usually collaborate with hotels, tourist farms and providers of experiences in nature when drawing up a tourist offer. In ITA/TICs in EDEN destinations the highest demand is in giving information (2.95) and accommodation reservations (4.43). In addition to the latest, the highest demand in ITAs is on guided tours at the destinations as well as guided tours in nature, in TICs giving information and selling souvenirs, and in others also giving information and tourist guidance at the destination. All three countries listed giving information and reservation of accommodation among the top three services. In Austria they also organize culinary activities, in Slovenia they sell a lot of souvenirs and in Croatia they organize guided tours at destinations. Tourists do usually stay in EDEN destinations according to ITA/TICs representatives up to seven hours for a daily trip (47.6%) and up to three overnight stays (40.00 %) for several days’ trips. The groups that travel in EDEN destination usually contain between 30 and 50 people. The importance of the senior target tourist group in EDEN destinations is up to 30%. In Austrian EDEN destinations the importance of the senior target tourist group is the highest with up to 50%. Do senior visitors return to the EDEN destinations for a day trip or a several days trip in the same year? The results say that they do not (daily trip – 50%, several days trip -75%).

ITA/TIC representatives have also been asked to answer questions about what kind of degustation or workshops seniors would likely attend. In their opinion they would most likely attend handcraft, wine/spirits and culinary workshops, as well as workshops on dried meat products and cheese degustation. The most important for senior tourist is the quality of catering services, followed by the quality of guided tours and experiences. When it comes to the types of promotion, they also think that mouth to mouth propaganda is the most important and that the websites are on the second place. 38.1% of ITA/TIC facilities are adjusted for people with disabilities. They have lifts and paths for people with motoric disabilities. All ITA/TIC facilities, which are located in Austria, are adjusted for people with disabilities. The offer in EDEN destinations is adjusted for people with physical disabilities and those with intolerances, allergies and similar medical conditions.

EDEN55plusNW A2.1.5 WORKSHOP FOR PROJECT PARTNERS (to learn good practices of other EDEN destinations – BENCHMARK ANALYSIS)

A2.1.5.1 Workshop – benchmark analysis of EDEN destinations

Workshop for project partners took place on May 20th 2016 in Solčavsko. Participating EDEN destinations were presented, as well as some other EDEN destinations as examples of good practice. All of the participating partners introduced themselves and presented their work. The programs for both study tours, in Solčavsko and Vulkanland were presented and discussed. Example of questionnaires for seniors, SMEs and ITA/TIC was made before the workshop and than discussed with partners. Participants could also experience a part of the program for tourists.

A2.1.5.1.a Agenda for Workshop - Benchmark analysis of EDEN destinations

Time Contents 9.00 – 9.30 Welcome reception of participants and local traditional breakfast 9.30 – 10.00 Solčavsko - In the Lap of the Alps (the exhibition and film) 10.00 – 11.05 Introduction in EDEN destination benchmark analysis and presentation of pilot EDEN destinations (Solčavsko, Vulkanland, Idrija, Sjeverni Velebit, Kolpa) (every destination has 10 minutes for presentation – see template and EDEN destination identification card) Presentation of other partners (Agencija M, AUSER, ProVital) 11.05 – 11.20 Coffee break 11.20 – 12.10 Presentation of the EDEN Network and good practices in some other EDEN destinations in Europe Summary and discussion 12.10 – 12.50 Introduction in: - SMEs program – Solčavsko and Vulkanland, - Questionnaires for seniors, SMEs and ITA/TICs; 12.50 – 14.30 Lunch – local traditional specialities 14.30 – 16.00 Field presentation of Storytelling guided walk and ethno animation in the EDEN destination Solčavsko 16.00 – 17.30 Field presentation of Solčava Panoramic Road – study tour through the local story and developing project 17.30 Conclusion of the program and departure Table 36: Agenda for Workshop in Solčavsko

EDEN55plusNW A2.1.5.1.b Presentation of Benchmark analysis of EDEN destinations (Annex 28 – 34)

Several examples of good practices in EDEN destinations were presented. Those EDEN destinations were:  Bohinj, Slovenia  Grosses Walsertal Biosphere Park, Austria  Idrija, Slovenia  Kolpa River, Slovenia  Northern Velebit National Park, Croatia  Solčavsko, Slovenia  Steirisches Vulkanland, Austria  Wild Taiga, Finland

A2.1.5.1.3 Report of Workshop for project partners - Benchmark analysis of EDEN destinations (Annex 35)

The workshop was successfully implemented and the basis for future work was set. The whole report is in the annex (Annex 35).

EDEN55plusNW A2.1.6 TOURISM RELATED SMEs STUDY TOURS (develop, implement and evaluate 2 SMEs study tours – 1 - Solčavsko, 2 - Vulkanland)

A2.1.6.1 Develop the model and two programs for study tours in Solčavsko and Vulkanland

A2.1.6.1.a Develop the model for SMEs study tours (Annex 36 - 37)

A short template (model) was designed, which serves as a foundation for developing and managing a study tour and containes all the data needed to prepare the programme for it. The organizers in Solčavsko and Vulkanland got this template and they needed to fill out all the missing data. When the table was filled out, they had all the information needed to implement a good study tour.

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Date: Destination: Target group: Number of participants: Number of participants Nr. of persons at each EDEN EDEN destination, Nr. of EDEN destination, Nr. of EDEN destination, Nr. of destination: SMEs: SMEs: SMEs: - Names of representatives - - - - - Organizer: Coordinator: Tour guide: Local tour guide: Bus carrier: Included providers: 1. day 2. day Providers Providers

In the reflection by creating the content and selection of SMEs: - EDEN concept – small groups, in-depth experience, local added value etc. - Philosophy of EDEN destination, - Target group – women from Italy – culinary, workshops (filc, hruševi dumplings), degustation (milk and meat products), culture (etno animation), nature (experience guiding), wellness/selfness - All SMEs data (Why this SME?) Solčavsko study tour 1. day: programm for Activities representatives of SMEs: 2. day: Activities

Available financial Total available financial resources: resources: The implementing costs: Total costs: Travel costs: Guiding: Insurance: Local guiding, accommodations, meals, entrance fees: 1. day: 2. day:

Table 37: Template for SMEs study tour

A2.1.6.1.b Develop the program for SMEs study tour in Solčavsko (Annex 38)

The first study tour for SME representatives took place on 5th and 6th of September 2016 in Solčavsko, Slovenia. Agencija M was together with Marko Slapnik in charge for the program and the execution. The program for both days is presented below.

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Monday, 5th of September 2016 7.15 Departure from Restaurant nad Motel Pri Lešniku, Dupleška cesta 49, 2000 Maribor 8.30 Departure from Mozirski gaj, Hribernikova ulica 1, 3330 Mozirje Arrival at Solčava, Center Rinka  multipurpose centre for sustainable development of Solčavsko  Welcome drink and degustation of local culinary 9.30  Presentation of the region Solčavsko – Harmony of three valleys  short film and permanent exhibition “ Solčavsko – a walk into the lap of Alps” (www.solcavsko.info) Experience guided walk through the Landscape park Logarska dolina (www.logarska- 11.30 dolina.si) 14.00 Lunch with local dishes in Logarska dolina Special views from the Solčava Panoramic Road  the route with the most beautiful 15.30 views (www.solcavska-panoramska-cesta.si) 18.00 Accommodation at the tourist farm, relaxing time 20.00 Dinner with local cusine and ethno evening interactive performance Tuesday, 6th of September 2016 8.00 Traditional breakfast and fresh morning walk 9.00 Felt making – workshop with wool of local jezersko-solčava sheep breed 10.00 Culinary workshop for making local specialities  pear dumplings 11.00 Storytelling guided walk and ethno animation 13.30 Lunch with local specialities in the Landscape park Robanov kot 15.45 Evaluation and discussion 16.30 End of program and departure Table 38: Program for Study Tour in Solčavsko

A2.1.6.1.c Develop the program for SMEs study tour in Vulkanland (Annex 39)

The second study tour for SME representatives took place on 8th and 9th of November 2016 in Vulkanland, Austria. Spirit of Regions was in charge for the program and the execution. The program for both days is presented below.

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Thuesday, 8th of November 2016 Arrival in Feldbach  Power-Breakfast with regional products, produced around Feldbach  Mr. Josef Ober, chairman of the LEADER region Steirisches Vulkanland and 9.00 mayor of Feldbach gives lecture about rural development, strategy and philosophy of the innovative region, EDEN-Destination (at Tabor-Feldbach – www.vulkanland.at; www.tabor-feldbach.at) Styrian lunch at a typical restaurant  Gasthof Hödl-Kaplan and check-in at Hotel 13.00 Hödl-Kaplan and Hotel Pfeilers Departure to Schloss Kornberg for a visit of a popular advent exhibition with handmade 15.00 works of art at the castle (www.schlosskornberg.at) Roman Schmidt talks about the importance of using the correct language for the 16.00 valorisation of the region  example Lava Bräu (www.lavabraeu.at) 17.15 Guided tour and tasting at Vulcano ham manufactory in Auersbach (www.vulcano.at) Regional Culture program  wine tasting and blues concert in the wine cellar at 18.30 Herrenhof Lamprecht (www.jazzliebe.at) Wednesday, 9th of November 2016 9.00 Guided tour and tasting at Zotter chocolate theatre near Riegersburg (www.zotter.at) Visit of a small organic farm of Wilma and Karl Kaufmann  “Raabauer Eisvogel”

(www.raabauer-eisvogel.at) Visit of a flower farm and making flower arrangements  “vom Hügel” by Margit de

Colle (www.lebensgaerten.at) 17.00 Typical Styrian hearty snack at Buschenschank Ehrenhöfer  discussion round 19.00 Departure Table 39: Program for Study Tour in Vulkanland A2.1.6.2 Prepare the evaluation questionnaires for study tours in Solčavsko and Vulkanland

A2.1.6.2.a Design the questionnaire for Evaluation group to evaluate the implemented program for SMEs study tour in Solčavsko and Vulkanland (Annex 40 - 41)

According to the program, the questionnaire for evaluation group was designed, in order to observe and mark the behaviour of guests and providers in Solčavsko and Vulkanland. First the questionnaire for study tour on Solčavsko was made and than this one was adjusted for the study tour in Vulkanland.

A2.1.6.2.b Design the questionnaire for representatives of participated SMEs to evaluate the implemented program for SMEs study tour in Solčavsko and Vulkanland (Annex 42 - 43)

The questionnaire for the representatives of SMEs on those two study tours was also designed according to the program. Some questions were the same or similar to those for evaluation group, but the majority was focusing on their experience, perceptions and expectations. First the questionnaire for study tour on Solčavsko was made and than this one was adjusted for the study tour in Vulkanland. Additionally we made a questionnaire also for the providers (SMEs who hosted us), in order to get their feedback and opinion about the project and program.

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A2.1.6.3 Implement the programs for study tours in Solčavsko and Vulkanland

A2.1.6.3.a Implement the program for SMEs study tour in Solčavsko (Annex 44)

Study tour for representatives of participating SMEs in Solčavsko took place on 5th and 6th of September 2016. 28 persons took place on the study tour. 6 representatives of EDEN Destination's SMEs in Austria, 6 from Croatia and 8 from Slovenia. The project evaluation group was represented by Olga Pregl (Vedoma), Sanja Marija Pellis (CID), Daniela Adler Neubauer (Vulkanland), Vedran Katalinić (NVNP), Sebastiano Truglio (Auser) and Tanja Lešnik Štuhec (ProVITAL).

A2.1.6.3.b Implement the program for SMEs study tour in Vulkanland (Annex 71)

Study tour for representatives of participating SMEs in Vulkanland took place on 8th and 9th of November 2016. Also on this study tour 28 persons were present. 5 representatives of EDEN Destination's SMEs in Croatia and 15 from Slovenia (6 from Idrija, 6 from Solčavsko and 3 from Kolpa). The project evaluation group was represented by Olga Pregl (Vedoma), Nina Erjavec (CID), Daniela Adler Neubauer (Vulkanland), Vedran Katalinić (NVNP), Francesca Borgna (Auser) and Tanja Lešnik Štuhec (ProVITAL).

A2.1.6.4 Evaluate the implemented programs for study tours in Solčavsko and Vulkanland

A2.1.6.4.a Evaluate the program for SMEs study tour in Solčavsko by Evaluation group (Annex 45 - 46)

Evaluation group has given the highest points for quality to:  study tour program,  choosen SME services in Solčavsko in  organization of study tour general, implementation,  local guide in Vulkanland,  coordinator’s role in the study tour ar  etho-animation program in Solčavsko, destination,  catering offer,  TA’s role in the ST implementation,  nature experience,  tourist bus driver,  providers kindness,  tourist guide,  local added value,  final discussion with partners.

Lovest points were given to the promotional materials.

One of the questions was what has inspired or disturbed guests in Solčavsko. In Evaluation group opinion guests were inspired by:

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 ethno-animation with shepard and his authenticity – for foreign visitors a translated summary of the stories,  interpretation of cultural and natural heritage,  peace,  provider’s friendliness and hospitality, personal stories of the farmers,  local cuisine and products,  authenticity and homeliness,  diverse range of offer.

Under disturbtions they wrote that guests didn’t understand everything (stories in Slovenian language and summed up in foreign language). There was too much food and they had higher expectations from the highest graded provider.

Evaluation group think that following providers or activities should be a part of the program for target group: Women 55+  workshops (felting, culinary, wood, dancing, music),  Ethno-animation program,  guided hike with sensual animation,  a mandatory inclusion of a photographer, responsible for making unique moments last forever,  yoga, meditation, aromatherapy,  music and dance program,  hike to Rinka waterfall,  panorama road visitation,  more free time.

Couples 55+  guided tours,  Ethno-animation program,  culinary evenings,  culinary workshops,  wellness and suitable mobility included in the program,  music program and dance,  hike to Rinka waterfall,  guided hike with sensual animation,  panorama road visitation,  more additional workshops (wood, making baskets, music, dancing…),  more free time.

For foreign guests the Ethno-animation should be summarised in their language. There also should be some brochures, which support and explain the Ethno-program in foreign languages. Hike to Rinka waterfall should be deepened in the terms of consciousness - to feel the nature. Campfire in the evening and wellness services should be added to the program. Between the attractions water should be offered to guests, especially in summer and to older ones. A small booklet could be given

EDEN55plusNW to guests at the beginning of the program, where they could also write down their thought, impressions, like a small diary.

A2.1.6.4.b Evaluate the program for SMEs study tour in Solčavsko by participated SMEs (Annex 45 - 46)

Representatives of SMEs have given the highest points for quality to tourist guide and the lowest points to the organization of study tour implementation.

Representatives of SMEs were inspired by:  humans and beautiful nature,  cooperation and hospitality of the local providers and the cooperation of the locals with tourists and guides,  interpretation of the heritage,  typical products,  perfectly organized Ethno-animation,  authenticity of the program,  brochures on the bus and singing together in the morning.

On the other hand, they said that they didn’t have time to enjoy the area alone and they didn’t understand the language. The provider with the highest ranking has disappointed the majority of guests. They also didn’t like the accommodation offer. It was not authentic enought. There were to big portions of food.

In their opinion, all parts of the study tour program are appropriate for target group 55+. Some more time in the nature should be added, to activate the soul and to be in movement, as well as wellness services.

A2.1.6.4. c Evaluate the program for SMEs study tour in Solčavsko by SME providers (Annex 45 - 46)

Representatives of SMEs have given the highest points for quality to cooperation with tourist bus driver and tourist guide and on the other hand the lowest points for quality to study tour program.

Representatives of SMEs were inspired by:  homely food,  beautiful ambient and authentic experience of nature,  openness of local people and homeliness  ethno inserts and ethno-animation,  holistic offer,  offer and possibility to buy local products,  workshops for making pear “žlikrofi” and local wool products,  the character od the shepherd and stories from the Robanov Joža and oral tradition.

EDEN55plusNW SMEs from Solčavsko think that guests have missed tea during the culinary workshops, because it was cold. They also think there was not enough time for all of the attractions and that there should be more animation, especially in bad weather.

They would include further elements in each of two programs: Women 55+  workshops (felting, culinary),  Ethno-animation program,  degustation’s and demonstrations of local handicraft,  guided tours and hikes, as well as experiential guiding tours and ethno-guiding,  nordic walking,  wellness and sauna,  cultural evening with folk songs,  a calm tempo of the program with light cuisine,  visiting exhibitions and churches,  carriage rides.

Couples 55+  Culinary afternoons or evening by different providers on separate days,  guided tours,  Ethno-animation program and guiding,  culinary workshops,  guided journey on the panoramic Solčava trail – organized transport and animation,  wellness and soft mobility included in the program,  visiting exhibitions and churches,  for men – presentation of sheep breeding and local cuisine,  for women – felting,  more additional workshops (wood, making baskets, music, dancing…),  carriage rides,  separate workshops for men and women.

A2.1.6.4.d Evaluate the program for SMEs study tour in Vulkanland by Evaluation group (Annex 45 - 46)

Evaluation group has given the highest points for quality to:  organization of study tour implementation,  tourist bus driver,  tourist guide,  local guide in Vulkanland,  providers kindness,  local added value.

The lovest points were given to the promotional materials.

EDEN55plusNW One of the questions was what has inspired or disturbed guests in Vulkanland. In Evaluation group opinion guests were inspired by:  providers positive thinking about their work and by their stories of success,  the philosophy and vision at Vulkanland (cooperation, networking, to see positive sides of life),  number of good practices, which could be tried out at home,  Eisvogel and Slow flowers (women),  Lava Bräu, Vulcano and Zotter (men),  the pride of providers not only for their own products but also for the region,  sharing experiences

Under disturbtions they wrote that guests were tired because of a long drive and were complaining about the weather (it was very cold). They also said that the food portions should be smaller for target group 55+ and there should be more warm dishes.

Evaluation group think that following providers or activities should be a part of the program for target group: Women 55+  natural heritage, experiences in nature,  visit of cultural interesting points,  tastings and workshops (slow flower),  visiting the castle,  Zotter factory,  visiting the organic farm,  Vulcano,  Eisvogel,  a short wellness experience,  life gardens,  Advent exhibition.

Couples 55+  guided tours and degustations (Vulcano, Zotter, Lava Bräu),  cultural event and vine tasting,  Eisvogel,  Schloss Kornberg,  natural and cultural heritage,  visiting the organic farm,  local products tasting  presentation of new production, farming,  cultural program: music, dance, local theatre, plays…

The providers in Vulkanland, as also ITA/TIC should be more prepared for the foreign tourists, who do not speak German. It could be the opportunity for their young generation to learn foreign languages and to be able to present their family business to foreign tourists in their language. In the pilot testing tours, some wellness and recreational (outdoor activities) offer should be added to the 78

EDEN55plusNW program, as also and folklore event for the evening. Some typical Styrian village or town should be presented, as well as the traditional “warm” food.

A2.1.6.4.e Evaluate the program for SMEs study tour in Vulkanland by participated SMEs (Annex 47)

Representatives of SMEs have given the highest points for quality to bus driver.

Representatives of SMEs were inspired by:  chocolate Factory Zotter,  orientation of local producers to the bio production,  the importance of the vision and positive thinking for the development of Vulkanland,  kind people,  cooperation between providers – that they sell also products from other providers (“competitors”),  landscape,  clothes and performance of local guide Gabrielle Grandl,  Vulkanland philosophy,  Presentation of Mayor Ober.

On the other hand, they were surprised that the majority of promotional material is only in German language and that for the tour the Feldbach Centre was choosen, which has a lot of traffic.

They said that wellness services, aromatherapy, yoga and/or meditation should be added to the program for the target group 55+. The program should have more free time or activities like relaxation, short walks and wellness. They also suggested a slow food offer.

A2.1.6.4f Evaluate the program for SMEs study tour in Vulkanland by SME providers (Annex 47)

SMEs providers have given the highest points for quality to study tour program preparation – communication, study tour program and cooperation – receiving information from the study tour coordinator.

SMEs providers think that guests were inspired by:  individual designation,  philosophy of Vulkanland,  mood and emotion by the producers,  degustation of warm soup and juices,  culinary and cultural offer,  diversity of the local products,  history of the enterprises,  regionality and marketing.

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On the other hand, they think that guests were disturbed by public transport to and in the region, by the internationalisation, no reductions for seniors, not barrier-free facilities and long distances between providers, as well as small offer of activities in nature.

A2.1.6.5 Report on SMEs study tour in Solčavsko and in Vulkanland

SMEs study tours were implemented in September and November 2016 and each time 20 SME representatives, 6 members of Evaluation group, guide and driver were on a tripe. Both study tours were excellent implemented and SMEs representatives from Austria, Slovenia and Croatia have seen examples of good practices in Solčavsko and Vulkanland. They realized a lot about operating of similar SMEs and about marketing the SMEs offer to target groups of 55+. In Vulkanland they noticed the importance of the vision and positive thinking for the common development of the region Vulkanland.

The representatives of SMEs - the guests were inspired by: Solčavsko Vulkanland  etno-animation with shepard and his  providers positive thinking about their authenticity (for foreign visitors a work and by their stories of success, translated summary of the stories is  the philosophy and vision at Vulkanland obligatory), (cooperation, networking, to see positive  interpretation of cultural and natural sides of life), heritage,  number of good practices, which could be  peace, tried out at home,  provider’s friendliness and hospitality,  providers: Eisvogel and Slow flowers  personal stories of the farmers, (women); Lava Bräu, Vulcano and Zotter  local cuisine and products, (men),  authenticity and homeliness,  the pride of providers not only for their  diverse range of offer. own products but also for the region,  sharing experiences.

The representatives of SMEs – the guests were disturbed by: Solčavsko  understanding of etno-animation stories (stories should be implemented in Slovenian language and summed up in foreign language),  too much food (smaller portions and better distribution of meals throughout the day),  thirst (in sunny days water should be offered between visiting atractions).

Vulkanland  a long drive to the destination;  weather (it was very cold – the program should be adapted to the wather);  too much food;  not enough warm dishes.

EDEN55plusNW In the opinion of all guests and SMEs providers, all parts of the study tour program are appropriate for target group 55+ but EDEN destinations Solčavsko and Vulkanland should upgrade the programs for seniors 55+ in the following areas:  translation - the Ethno-animation in Solčavsko should be summarised in guests language; the providers in Vulkanland, as also ITA/TIC should be more prepared for the foreign tourists, who do not speak German (brochures should be in foreign languages),  more free time in the nature for relaxation and recreational (outdoor activities – short walks) offer should be added in both EDEN destinations,  wellness services, aromatherapy, yoga and/or meditation should be added to the program in Solčavsko and Vulkanland,  the food portions should be smaller and there should be more warm traditional dishes in Vulkanland, a slow food offer was suggested,  water should be offered to guests, especially in summer and to older ones,  folklore events for the evening should be added in Vulkanland and some typical Styrian village or town should be presented.

Following providers or activities should be a part of the program for target group: Women 55+ Couples 55+  workshops (felting, culinary, wood, music,  guided tours in nature (hiking) with dancing, slow flowers, life gardens), sensual animation,  ethno-animation program,  natural and cultural heritage visitation,  guided tours in nature (hiking) with  ethno-animation programs, sensual animation,  cultural events visitation,  natural and cultural heritage visitation  thematic road visitation with degustations (experiences in nature), of local products on farms and by  short wellness experience, yoga, producers – presentation of production, meditation, aromatherapy,  culinary evenings, workshops and vine  visit of cultural interesting points and tasting, exhibitions,  visiting the organic farm - presentation of  tastings of food by farms (panorama road new farming, visitation) and producers,  cultural program: music, dance, local  more free time, theatre, plays…,  a mandatory inclusion of a photographer,  more additional workshops (wood, responsible for making unique moments making baskets, music, dancing…), last forever,  more free time,  …  wellness and suitable mobility included in the program,  …

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A2.1.7 TRAINING AND CAPACITY BUILDING FOR REPRESENTATIVES OF PILOT EDEN DESTINATIONS SMEs

A2.1.7.1 Develop the program and materials, agenda and evaluation documents for training and capacity building for representatives of SMEs

Three workshops for representatives of SMEs are planed in each country (Austria, Croatia and Slovenia). First two will be implemented in January and February 2017 and the third one in June 2017. The aim of this workshops is to inform potential partners with the project progress, to show them the results from researches and wtudy tours, as well as teach them how to adjust their offer for seniors 55+ or which service are suitable for this target group.

A2.1.7.1.a Develop the program and materials for training and capacity building for representatives of SMEs (Annex 48 - 50)

Workshop coordinators from each country, project coordinator and partner ProVITAL have aligned the ideas about the workshop and the main topics were set. Invitation was prepared in English and each workshop coordinator had to translate it into their language. A template for the two pilot testings for couples and women was created and made as google doc, so that all coordinators could put in their data after discussing it with the SMEs in their country.

A2.1.7.1.b Prepare and coordinate the agenda for training and capacity building for representatives of SMEs in all pilot EDEN destinations (Annex 51 – 52, 72 - 73)

Then main topics, which should be part of the workshops, were set. Each workshop coordinator has prepared the agenda for their workshop in cooperation with ProVITAL. All agendas were planned thoughtfully and with the agreed main topics. In each country important national persons were invited to talk about the topics. Detailed agendas are in the Annexes.

A2.1.7.1.c Prepare the documents for training and capacity building for representatives of SMEs in all pilot EDEN destinations (Annex 53 - 60)

For all workshops similar presentations are prepared to show the participants the status quo of the project, the results of research and study tours, as well as present them their acitive participation in the workshops. In order to encourage the participants to cooperate, worksheets and team tasks are prepared. Through these feedbacks we will get good information for further work in the project. All participants will sign the participant lists. In order to establish the network of SMEs, letter of intent is composed and will be signed voluntarily by the workshops participants.

EDEN55plusNW A2.1.7.1.d Prepare the evaluation documents for training and capacity building for representatives of SMEs in all pilot EDEN destinations (Annex 61)

The workshop will be evaluated with help of meeting evaluation document, which will be filled out by all participants. It will give us the feedback and useful information for further work in the project.

A2.1.7.2 Implement and evaluate the training and capacity building for representatives of SMEs in pilot EDEN destinations

A2.1.7.2.a Implement the training and capacity building for representatives of SMEs (Annex 62 – 67)

Workshops in Croatia:  13th of January 2017  24th of January 2017  26th of June 2017

Workshops in Slovenia:  18th of January 2017  31st of January 2017  21st of June 2017

Workshops in Austria:  17th of January 2017  3rd of February 2017  27th of June 2017

All workshops were implemented successfully and resulted the information and feedbacks needed for the development of tourism packages and the model.

Figure 17: Workshop in Austria on 3rd February 2017

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Figure 18: Workshop in Krasno on 13th of January 2017

Figure 19: Workshop in Idrija on 18th of January 2017

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Figure 20: Materials from workshops in Austria

A2.1.7.2.b Evaluate the training and capacity building for representatives of SMEs – participants and providers group (Annex 68 – 70)

First two parts of Step 5 (9 steps all together) in this project are completed. In Croatia, Slovenia and Austria first two workshops for small and medium sized enterprises (SMEs) were implemented successfully. The third workshops was done in all three countries in June 2017.

Representatives of SMEs heard on the workshops about the philosophy of the EDEN destinations, the status quo of the project, as well as the results of questionnaires and study tours. Every EDEN destination has presented their touristic activities after joining the project EDEN55plusNW and their planned activities. Through the guided team work the SME representatives were motivated to participate actively and to point out the strengths of their region, as well as to create the programs for the two pilot testings’ and three days touristic packages. The model of green economy was designed for each destination with the help of SMEs, They had the opportunity to express their opinion and to create great experiences for tourists together with their partners. Two pilot programs were created, including two out of three countries. They will be implemented in April and May with Italian seniors 55+. Participants were curious about the outcomes of the survey as well as the study tours, on which also some of them took place. We were satisfied with the response, as there were more participants in each country than expected.

One of the most important outcomes of the second workshop was the creation of SMEs network by singing the “Letter of intent” by the SMEs representatives. This kind of commitment will hopefully keep the network alive also after the project ends and the network could get bigger and stronger and more successful through the years. The main goal of the network is to give the SMEs the opportunity to present themselves on the market together, as one powerful community of different tourism providers. This could improve their visibility on the market and enable them to create the 82

EDEN55plusNW comprehensive experience for customers. The network of SMEs is only one of four networks that will be created during the project. The other three are the networks of senior organisations, ITA/TICs and EDEN destinations. Coordinators of each network have prepared network strategies, as well as the “Letters of intent”, which will be signed for all four networks.

We can conclude that we managed to implement six well organised workshops and raised the interest by the SMEs. Hopefully the enthusiasm will stay present till the end of the project, as well as afterwards. The next big step is to organize and implement the two pilot testings’, which will give us further information needed to prepare the best possible experiences for seniors 55+.

EDEN55plusNW A2.2 DESIGNE OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE) – INTERCONECTING THE FOUR EXISTING NETWORKS

A2.2.1 NETWORK OF CROSS-BORDER PILOT EDEN DESTINATIONS DEVELOPMENT

A2.2.1.1 Preparation of network development model for cross-border pilot EDEN destinations (Annex 74)

In order to improve the transnational cooperation between 5 EDEN destinations from Austria, Croatia and Slovenia, Pilot EDEN destination Network was established. The main purpouse of this network is to develop a recognizable tourism products for seniors 55+, in order to increase the tourism flow in low/medium seasons.

A2.2.1.2 Networking of cross-border pilot EDEN destinations (Annex 75)

The Network of pilot EDEN destinations consists out of five EDEN destinations, represented by following organisations:  Verein zur Förderung des Steirischen Vulkanlandes / Association for the Promotion of the Styrian Vulkanland, Austria  Javna ustanova NP Sjeverni Velebit / Northern Velebit National Park Public Institution, Croatia  Center za idrijsko dediščino / Idrija Heritage Centre, Slovenia  Center Rinka, an institute for tourism and sustainable development of Logarska dolina, Slovenia  Development and information center Bela krajina, Slovenia

The established network will support:  good further cooperation between Pilot EDEN destinations ;  good further cooperation with cross-border network of senior organisations, a cross-border network of tourism related SMEs and a cross-border network of incoming travel agencies and tourist information centres (ITA/TICs) for the purposes of service quality and marketing of tourism products for seniors aged 55+;  sharing the examples of good practices, up-grading the knowledge about tourism product development;  common marketing and implementing activities of developed tourism products for seniors in cross-border pilot EDEN destinations will be supported at the regional, national and European levels.

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A2.2.2 NETWORK OF SENIOR ORGANISATIONS IN PILOT EDEN DESTINATIONS DEVELOPMENT

A2.2.2.1 Preparation of network development model for senior organisations in pilot EDEN destinations (Annex 76)

One of the four networks created in this project is the network of senior organisations. They present the target group for the designed tourism programmes in EDEN destinations. The programmes are tailored to the needs and expectations of seniors and will be disseminated with help of senior organisations. The network will be the hub to convey information between the elderly and the tourism service providers.

A2.2.2.2 Networking of senior organisations in pilot EDEN destinations (Annex 77)

The organisations are committed to promote active ageing and to improve the quality of life of the elderly. All the members of the network organize some tourist activities, as a mean to achieve their goals, and they agree in saying that tourist initiatives have to be properly designed in order to respond to the elderly’s needs and expectations.

The network is, indeed, focused on collecting data about seniors’ needs – to be processed by tourism service providers in order to create senior-friendly products, connecting EDEN destinations - and then to disperse information about senior-friendly tourism initiatives.

Members of the network are:

 Università delle Liberetà – AUSER Trieste (Italy)  Percorsi solidali AUSER (Italy)  Circolo Pino Burlo – AUSER (Italy)  Filo d’Argento – AUSER (Italy)  Sterischer Seniorenbund (Austria)

The members of the network will gather the data about the needs and expectations of the seniors 55+ and forward them to the other networks, as well as disseminate the pr

EDEN55plusNW A2.2.3 NETWORK OF TOURISM RELATED SMEs IN PILOT EDEN DESTINATIONS DEVELOPMENT

A2.2.3.1 Preparation of network development model for SMEs in pilot EDEN destinations (Annex 78)

The main focus of this network is working together to offer services of high quality, to cooperate in developing common offers and exchanging their know-how about the expectations of seniors related to the tourism. The established network of SMEs will extend outside the project area. This will, in the medium term, lead to a high-quality, specialized, sustainable, in-depth and custom-developed supply and marketing-targeted solicitation of seniors aged 55+ in EDEN destinations. The established network will support the internationalization, will support the members in exchange their expectations, upgrading their knowledge and in increasing the turnover.

A2.2.3.2 Networking of SMEs in pilot EDEN destinations (Annex 79)

The network consists of autonomous members from all five EDEN destinations, who have common long-term goals which connect each other. With the help of the other networks the can create and offer tailor made programmes for seniors. Each SME is unique and can offer something different to their guests, but they should cooperate in order to offer the comprehensive offer to the tourists. Till the end of the project, the network contains 64 SMEs.

EDEN55plusNW A2.2.4 NETWORK OF ITAs AND TICs IN PILOT EDEN DESTINATIONS DEVELOPMENT

A2.2.4.1 Preparation of network development model for ITAs and TICs in pilot EDEN destinations (Annex 80)

Incomimg Tourist Agencies and Tourist Informational Centers not only from the five EDEN destinations, but also from their surroundings have been addressed to participate at this network. Whit their help the information about the EDEN destinations and tailor made tourist programmes will reach wider audience and they will be a kind of spoke person for the potential “buyers”. They will get all the information about the programmes and services in each EDEN destination and they just need to assemble the right programm out of given options and to contact the coordinators of SMEs in the destinations.

A2.2.4.2 Networking of ITAs and TICs in pilot EDEN destinations (Annex 81)

13 ITA/TICs have signed the “Letter of intent” and are now members of the ITA/TIC network. The majority, ten of them, are from Slovenia, two from Austria and one from Croatia:

 Tourist office Idrija and Tourist agency, Slovenia  TIC Rinka, Slovenia  RIC Bela Krajina / TIC Črnomelj, Slovenia  Agencija M, d.o.o., Slovenia  OBT, d.o.o., Slovenia  Gor turizem, d.o.o., Slovenia  Pohorje Turizem, d.o.o., Slovenia  Interflach turiszem, d.o.o., Slovenia  Zavod ta turizem, kulturo, mladino in šport Bled, Slovenia  Kompas Novo mesto, d.o.o., Slovenia  Spirit of Regions, Austria  Turismusverband Feldbach, Austria  Trek Croatia, Croatia

Their job after the project ends is to design the packages or other special offers with help of the collected data in the project. There is a network of SMEs from all five destinations, which they can use while preparing packages or making suggestions to potential “customers” – tourists. They got the contact data and can contact each SME in with their help prepare the best possible experience for specific target group. It’s really important that all members of the network communicate with each other and carry out the activities regarding the EDEN destinations together (marketing activities, program preparation, workshops,…).

EDEN55plusNW A2.2.5 DESIGNE OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE) – Stage 1

A2.2.5.1 Design of Tourism product transnational mobility model for seniors in pilot EDEN destinations with interconection of four existing networks (TPTMMSE) (Annex 82)

At the beginning of the project, a Model of Project EDENplusNW – WP2 and WP3 was designed. Last four steps of this Model are presenting the Transnational Mobility Model for Seniors in Pilot EDEN Destinations (TPTMMSE).

Step 1: Presentation of pilot EDEN partners

Step 2: Identification cards and questionnaries – Demand and Supply of pilot EDEN for seniors 55+

Step 3: Study tours for SMEs

Step 4: Networks – pilot EDEN, SMEs, ITA/TIC, SOs

Step 5: 3 Workshops for SMEs in 3 pilot EDEN countries

Step 6: Program development for Women and Couples

Step 7: Pilot testing of Programmes for Women and Couples TPTMMSE Step 8: Data Procesing

Step 9: Upgrading of TPTMMSE Model and Programmes for Women and Couples

Figure 21: TPTMMSE

The expected activities of project EDEN55plusNW model are as following:

 STEP 1 - to present pilot EDEN (destinations) to partners, so that all coordinators will know each other’s unique nature and cultural heritage, providers and tourism organization;  STEP 2 - to identify (identification cards and questionnaires) what pilot EDEN (destinations) and it’s providers and information centres, as well as incoming tourist agencies offer for the chosen target group of seniors 55+ – supply for target group 55+ and what are the expectations of senior organizations – demand of target group 55+;  STEP 3 – to share good practices of SMEs between pilot EDEN (destinations) (study tours for pilot EDEN SMEs) – to know each other and to summarize knowledge and competences;  STEP 4 – to identify chains of: providers - SMEs, senior organizations - SO, information centres and incoming agencies - ITA / TICs in pilot EDEN (destinations) and then prepare letters of cooperation in cross boarder networks of pilot EDEN (destinations) and sign them; 88

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 STEP 5 – to develop guidelines for pilot EDEN (destinations), in order to know what are the main USPs of pilot EDEN (destinations) integral green economy and guidelines for SMEs, to know how to be prepared for target group 55+; to create a network of providers (SMEs, ITAs/TICs) in each pilot EDEN (destination), who will plan and develop comprehensive quality and challenging experiences for the seniors 55+; and finally to develop custom tailored tourism products for seniors 55+;  STEP 6 - the main activities of Tourism product transnational mobility model for seniors in pilot EDEN (destinations) – TPTMMSE are to identify and develop tourism programmes for senior women and couples with Google docs five-document tool, which will allow participating actors in cross border pilot EDEN (destinations) follow and monitor each activity constantly;  STEP 7 - to implement and check the suitability of developed programmes for senior women and couples  pilot testing for women and couples with three types of evaluations: evaluators of Evaluation group (6), evaluators of involved SMEs in pilot EDEN (destinations) (10-12) and evaluators of participant guests in pilot testing programs (12);  STEP 8 – to analyse all three groups of evaluation questionnaires for each pilot testing tour (women, couples) and to summarize the findings, which are the basis for upgrading the Tourism product transnational mobility model for seniors in pilot EDEN (destinations) – TPTMMSE and Programmes for women and couples 55+;  STEP 9 – to upgrade the Tourism product transnational mobility model for seniors in pilot EDEN (destinations) – TPTMMSE and Programmes for women and couples 55+ with the help of the findings and experiences made by pilot tasting tours.

TPTMMSE consists out of five Google docs, which could be filled out by all partners at the same time and are used as a management tool for the programs. All the data needed for designing the programs, as well as organising and implementing the tour is in these Excel sheets.

1. Table with basic information

Figure 22: Google docs five-document tool -Table with basic information 89

EDEN55plusNW 2. Table with all activities included in the programme (itinerary)

Figure 23: Google docs five-document tool – Activities table

3. Tables with provider’s/SME’s information for each destination separately

Figure 24: Google docs five-document tool – Table with provider’s/SME’s information

EDEN55plusNW 4. Table with the calculation of the programme

Figure 25: Google docs five-document tool – Calculation’s table

5. Table with the information about the participants

Figure 26: Google docs five-document tool – Participant’s table

EDEN55plusNW A2.3 DEVELOPMENT OF CROSS-BORDER IN-DEPTH TOURISM PRODUCTS FOR SENIORS AGED 55+ IN PILOT EDEN DESTINATIONS

In order to test the designed tourism programmes, seniors 55+ from Italy went on a five days pilot testings to pilot destinations. Two programmes were made, one for women and one for couples. Seniors were accompanied by the evaluation group, which was composed out of six representatives of project partners or external experts. Programmes were designed with the help of Google docs five-document tool. By designing the programmes, attention was given to the activities that are special for each destination. One of the main goals was to show the participants why those EDEN are special and to wake an interest in them, to come back in the future. The basis for designing the programmes were the study tours to Solčavsko and Vulkanland, as well as the information gathered from identification cards and questionnaires.

To get the needed information, three questionnaires for each EDEN were designed – one for seniors, one fort he evaluation group and one fort he providers (SMEs). The answers gave the feedback of what is good and where the improvements need to be made. This information was used as a basis for three days programmes for seniors 55+, which were designed for the market.

A2.3.1 DEVELOPMENT OF CROSS-BORDER IN-DEPTH TOURISM PRODUCTS FOR WOMEN 55+ (Annex 83)

First pilot testing tour was designed for women. It was implemented between 24th and 28th of April 2017. Women 55+ have visited Vulkanland (Austria), Solčavsko (Slovenia) and Idrija (Slovenia). Twelve women 55+ and six representatives of evaluation group took part.

Figure 27: 5-days pilot testing programme for women

EDEN55plusNW A2.3.2 DEVELOPMENT OF CROSS-BORDER IN-DEPTH TOURISM PRODUCTS FOR SENIORS 55+ (Annex 84)

Second pilot testing tour was designed for couples. It was implemented between 24th and 28th of April 2017. Women 55+ have visited Vulkanland (Austria), Solčavsko (Slovenia) and Idrija (Slovenia). Six couples 55+ and six representatives of evaluation group took part.

Figure 28: 5-days pilot testing programme for couples

EDEN55plusNW A2.4 UPGRADING OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE) AND TOURISM PRODUCTS FOR TWO SUB-GROUPS FOR SENIORS 55+ - WOMEN AND COUPLES ACCORDING TO EVALUATION RESULTS OF WP3 (Annex 85)

With the help of pilot testings and further analysis, Tourism product transnational mobility model for seniors in pilot EDEN destinations – TPTMMSE and Programmes for seniors 55+ in five cross border pilot EDEN (destinations – Northern Velebit NP, River Kolpa, Idrija, Solčavsko and Vulkanland) in three countries (Croatia, Slovenia and Austria) were upgraded. The 5 days programmes have been tested by Italian seniors (women and couples). With the findings of three evaluation groups (Seniors, professional Evaluation group and representatives of involved SMEs), the programmes for women and couples 55+ have been upgraded and for each pilot EDEN two 3 days programmes have been developed (one for women and one for couples).

We can summarize the main findings:  Less is more (less but more in-depth activities);  Tailor the activities to the specific target group, include the diverse providers for the indepth experiences of the destination – local added value with clear theme;  Adjust the quality of tourist services to the target group (accommodation, catering, guiding etc.);  Communication with providers (and promotion materials) in the language of the target group;  Provide local transportation – soft mobility, local guiding and ethno-animation groups;  Arrange th signalization in the nature and on the road.

All programmes for women and couples are ready for promotion and selling. The ITA / TIC network members are willing to promote, sell and coordinate the provider’s chain of prepared programmes for women and couples 55+, as well as to organise tailormade programmes for other target groups.

A2.4.1 UPGRADING OF TOURISM PRODUCT TRANSNATIONAL MOBILITY MODEL FOR SENIORS IN PILOT EDEN DESTINATIONS (TPTMMSE)

All partners agree that the designed Tourism Product Transnational Mobility Model for Senios in Pilot EDEN Destinations is suitable also at the end of the project and doesn’t need to be upgraded. It was well structured and provides all the needed information for every one involved in the organisation in implementation of the programmes. It could be used in all EDEN destinations and for all kind of target groups.

EDEN55plusNW A2.4.2 UPGRADING OF IN-DEPTH CROSS-BORDER TOURISM PRODUCTS FOR WOMEN 55+ IN PILOT EDEN DESTINATIONS (Annex 86 - 102)

The report of Testing programmes for women consists of several documents, which together comprise the evaluation of pilot testing for women. Reports by:  Tourist guide - how the programme for women was carried out – Luka Hrvatin  Coordinator for the group of women – how the target group - women 55+ evaluated the  implemented programme - Francesca Borgna  Coordinator of WP2 – Summary of reports for women - Tanja Lešnik Štuhec

Evaluation of questionnaires for women:  Evaluation group for: Vulkanland, Solčavsko and Idrija  SME’s for: Vulkanland, Solčavsko and Idrija  Women 55+ for: Vulkanland, Solčavsko and Idrija

A summary of the findings shows the following expectations of women 55+ traveling on several days’ trips:  Quality and comfortable accommodation (single rooms with bathroom) with elevator; porters, if there are several floors; excellent and if possible, free internet connection at the accommodation;  Small meals, several times a day; stronger breakfast and lunch, lighter dinner; in the case of tastings, lunch is not necessary; free time one hour before dinner; organized dinner in the house of lodging, so that the guests can decide for themselves how long they stay in the company of other guests; menus should be traditional, but the dishes should not be repeated;  Not too intense program (less and deeper - one tasting or workshop in the morning and one in the afternoon), but also not too superficial program; leisure time for enjoying the nature and cultural heritage, a tailored recreational program with regard to guests' ability; offering water and refreshments several times a day;  Provide content and promotional tools in the guests language (guided tour / website / brochures / TV and radio in the hotel / menus); map of the area for basic orientation in the language of the guests;  A professional guide and driver communicating in the language of the group and fewer entries and exits from the bus;  Ensure the possibility of purchases even in the case of a holiday;  Presentation of handicrafts and farming;  Food and other tastings (visits to the panoramic road and providers);  Workshops (gastronomy, cooking, music, dance, hand skills with flowers, herbs, gardening);  Ethno-animation program also with local theatre and dancing folklore groups;  Nature and cultural heritage visits (in-depth experiences of nature and cultural heritage - sightseeing of the museums and exhibitions with an interactive note) and alternative cultural programmes in the case of a bad weather or holidays;  Guided tours in nature (hiking) with adventure animation;

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 Competing in the local games (bowling, shepherds games etc.);  Wellness programmes and shorter walks, yoga programmes, meditation, aromatherapy, swimming pool;  Photographer responsible for unique impressions that stay forever ...;  They are willing to pay for such a program approximately 100 – 120 EUR per day and aspect also additional activities which should be charged separately;  Three to five days programmes are well suited for women 55+.

With these findings of three evaluation groups (seniors, professional Evaluation group and representatives of involved SME’s), the programmes for women 55+ were upgraded. The programmes are in the Annexes 98 - 102.

A2.4.3 UPGRADING OF IN-DEPTH CROSS-BORDER TOURISM PRODUCTS FOR COUPLES 55+ IN PILOT EDEN DESTINATIONS (Annex 103 - 119)

The report for testing programme for couples consists of several documents, which together comprise the evaluation of pilot testing for couples and was carried out in three pilot EDEN destinations at the end of May.

Reports of:  Tourist guide - how the program for couples was carried out – Luka Hrvatin  Coordinator for the group of couples – how the target group evaluated the implemented program - Francesca Borgna  Coordinator of WP2 – summary of reports for the target group couples - Tanja Lešnik Štuhec

Evaluation of questionnaires for couples from:  Evaluation group for: Northern Velebit NP, River Kolpa and Idrija  SMEs for: Northern Velebit NP, River Kolpa and Idrija  Couples 55+ for: Northern Velebit NP, River Kolpa and Idrija

We can say that the program was very well implemented. Each destination has shown its most exposed attractions, upgraded by providers included in the SMEs Network made for couples 55+. We all learned a lot and with this knowledge, the programmes and its implementation (SMEs, ITA/TIC) will be upgraded.

A summary of the findings show the following expectations of older couples traveling on several days trips:  Quality and comfortable accommodation (double rooms with bathrooms) with elevator; porters, if there are several floors;  small meals, several times a day; stronger breakfast and lunch, lighter dinner and not too late; in the case of tastings, lunch is not necessary; free time one hour before dinner;

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 organized dinner in the house or close to the lodging, so that the guests can decide for themselves how long they stay in the company of other guests; menus should be traditional, but the dishes should not be repeated; silent music at the meals time;  Not too intensive program (less and deeper - one tasting or workshop in the morning and one in the afternoon), but not too superficial program; leisure time for enjoying nature and cultural heritage, a tailored recreation program with regard to the guest's abilities; offer of additional activities outside the program charged extra; offering water and refreshments several times a day;  Provide content and promotional tools in the guest’s language (guided tour / website / brochures / TV and radio in the hotel / menus); map of the area for basic orientation in the language of the guest group;  A professional guide and driver communicating in the language of the group and fewer entries and exits from the bus; enough stops for the toilet;  Ensure the possibility of purchases even in the case of a holiday;  Presentation of handicrafts and farming (eco farms); in the case of several providers it is better and less time consuming to present their offer in one traditional and beautiful location;  Culinary evenings, workshops and tastings of wine, spirits, tee, beer etc.;  Workshops for couples (gastronomy, cooking, music, dance, hand skills);  Ethno-animation program also with local theatre and dancing folklore groups;  Nature and cultural heritage visits (in-depth experiences of nature and cultural heritage - sightseeing of the museums and exhibitions with an interactive note) and alternative cultural programmes in the case of a bad weather or holidays;  Guided tours in nature (hiking) with adventure animation;  Wellness programmes for couples and shorter walks, yoga programmes, meditation, aromatherapy, swimming pool;  Alternative programmes for meditation / hiking / tastings (adjust the difficulty to the guests' ability);  Soft mobility in the destination;  Photographer responsible for unique impressions that stay forever ...;  They are willing to pay for such programme approximately 140 – 160 EUR per day and aspect also additional activities which should be charged separately;  Three to five days programmes suite well also for couples 65+.

With the findings of three evaluation groups (seniors, professional Evaluation group and representatives of involved SMEs), the programmes for couples 55+ were upgraded. The programmes are presented in Annexes 103 - 107.