An information campaign, which encourages tourists to discover new, little-known places of the region, including interesting tourist products that have emerged
The Kujawsko-Pomorskie Region abounds in some tourist attractions which are hardly known both to inhabitants and tourists. Their visibility to recipients is unsatisfactory. There is also a need for support for tourism entrepreneurs and farmers who see the potential for the region and their own activities in the field of eco-tourism and building products based on local cultural heritage. All this aim at generating a tourist traffic that is a key argument encouraging tourism activities (often these activities are growing out of production and farming fields, tourism is of secondary nature). The project also responds to the demand for weekend tourism, short-term trips (valuable forms of spending spare time: parenting, intergenerational integration, personal development through touring) - learning about the small homeland in the great outdoors.The recipients of the project are residents of the region and tourists, while the beneficiaries of the project are representatives of the tourism industry - entrepreneurs and farmers offering local products, cultural institutions - cultural heritage managers, Local Tourist Organizations as well as local government units together with the regional self-government, which obtain undeniable image benefits from the campaign.
The join up of human resources preparing and implementing the project and funds from the budget of the Kujawsko-Pomorskie Tourism Organization, 10 465,116 EUR (per VII edition) - 100% public,
Evidence of success
The basic success factor was an extensive real partnership, owing to which we managed to propose and connect more than 118 unknown attractions in the tourist route. A key factor for success were target groups aptly defined: traveling parents with children and active seniors. Both target segments appreciate the analog form of the Passport – i.e. a printed and illustrated guide that accompanies them in the form of a short but colourful story about the cultural and geographical sub-regions.
The project may not be positively received by the recipients as well as and a quick exhaustion of the formula. The crucial need was an idea that gave a new, fresh look at tourism sector in the region. The biggest challenge, however, was the success of the project having such a low budget.
Potential for learning or transfer
Constellations" is a new approach to build an offer and a way to talk about the region in a attractive and innovative way . It increases the visibility of poorly promoted places and the interest of companies in cooperation with public and tourist organizations. This is an example of how to promote tourist trails and attractions with a low budget and with the use of different media. How to encourage cooperation between local organisations and the media. How to encourage visits to unprompted places.