Reinventing Tourism Destinations - Christopher Bruyn

Innovation in Tourism Destinations: How to make it happen?
Christophe de Bruyn
Director
Conference on Innovation in Tourism and Hospitality

Innovation: How to do it?
2
think differently include multiple
stakeholders
co-creative process across
different disciplinestechnology as support

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Innovation should not be limited to one aspect of the product development process, but
should be a way of approaching and thinking about the tourism experience throughout the
tourism value chain
Travel
organization &
booking
• Either in
visitor´s home
country or in
intermediate
destinations
• This value
chain unit is
the only one
operated at
the visitor´s
origin, before
starting his trip
Innovation is a way of thinking about possible synergies that can be created between the different components of the value
chain
Transportation
• Composed of
all means of
transport to
reach or leave
the
destination, or
to distribute
the visitors
within the area
Support
services
• Other support
services for
tourists
Leisure
activities
• Tour guides,
excursions,
shows and
events for
tourists make
up this unit
Tourism
assets
• Mainly
operated by
institutions,
either public or
private, which
manage
protected
areas,
museums,
heritage
areas, etc.
Handicraft
• Handricraft
and Souvenir
shops
Food &
Beverage
• Provision of
food &
beverage
products for
visitors, mainly
in bars and
restaurants in
hotels, fast
food outlets,
roadside
vendors,
kiosks, etc.
• Accommoda-
tion deduced
from different
sources of
information
Accommodation

4
Innovation in tourism is about understanding and anticipating the needs of the tourist/visitor
before, during and after their experience
There are opportunities for innovation throughout the customer experience
Bookings
Make reservation easier
Experiences
Provide services to
the visitors in the
destination
Choose destination
Provide solid information
Dream
Tourism experience
Remember
Maintain the
relationship through
research and
monitoring measures
Innovation
Emotional
(software)
Physical
(hardware)

Case study for a mature urban destination:
Barcelona, Spain
Case study: tourism experiences provided by
local residents – Spain
Case study: selling rooms by hours – Barcelona
Spain
Case study for a declining sport facility: Spa-
Francorchamps - Wallonia, Belgium
Case study for a themed resort destination:
Lefkadia Black Sea, Russia
Case study for an emerging destination: Kars
Eastern Anatolia Turkey
Case study for a whole rural territory: Serbia
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How to make it happen?
Case Studies: Barcelona, Spain
Product innovation challenge
To further develop the successes of Barcelona as an international destination for business and leisure, while at the
same time address the important issues of including the citizens in the product experience
Challenge
• Strengthening international positioning, differentiate product offer and
develop high quality tourism.
• Decentralize product offer: from the traditional icons to new icons
• Involve local citizens as a key tourism market and showcase the
positive elements of tourism
• Improve the use of technology
• Improve the competitive positioning
• Consultation with multiple stakeholders from different industries and
players in the tourism value chain
• “Back to the Future” vision sessions
• T&L Concept Development Lab: creative workshops with experts
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Context of product development
• Barcelona is recognized as one of the most successful tourism
destination in Europe and is the second highest MICE destination.
• Since the Olympic Games in 1992 has shown strong growth
• With more than12 million tourists in 2010 it is one of the most
competitively positioned cities in the world.
• Challenge of remaining competitive in its positioning
• Challenge of including the local population as key consumers of
tourist products
• Furthermore it faces the challenges of decentralizing the tourist
attractions and involving a wider destination concept in the
positioning of the city
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Product innovation solution
“Involve local community as key benefactors of
the development of tourism”
• Involve local citizens in the tourism products and target them
as a main source market.
• Show the benefits of tourism to local community
• Engage the tourists in the local activities in different
communities in the city, so that they feel part of the city´s
community
• Citizens to temporary tourists; tourists as temporary citizens
• Support the exchange and interaction between the tourist
and visitor
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“Use technology as a way to communicate with
visitors keeping them informed and update on the
variety of experience in and around the city”
• New technologies are used as a key way to develop products, to
give the user flexibility to create their own products and to be
involved with the activities in the destination
• Actively promote the way in which tourism can be a positive
influence on the community
• Push the boundaries of micro products and product extensions
• Use technology to create the overall product experience and to
link the visitor between different micro-destinations
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10
Barcelona, Spain
Spain

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Case Studies: Trip4real
More than 100 micro experiences to enjoy under the guidance of a local resident throughout 5 Spanish regions/cities

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Each experience is unique because also the experience provider is unique!

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Each experience is unique because also the experience provider is unique!

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Barcelona, Spain
Spain

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Case Studies: Hotel room by hours

Case Studies: Hotel room by hours

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Barcelona, Spain
Spain
Case study for an emerging destinatiion: Kars

Challenge
• Integrate two opposing concepts of nature (quietness) and the circuit
(noise, pollution) into one concept/product.
• Involvement of local villages around circuit : Spa, Malmedy and
Stavelot)
• Create a new regional destination and integrate local existing leisure
components
• Create a project which is economically, socially and environmentally
sustainable
• Use technology to support the destination?
• T&L Concept Development Lab: creative & innovative workshops with
the client and internal workshops, participation of nature and sport
experts
• Benchmarking and site visits, consultation with public and private
stakeholders
• Placemaking techniques
• Market studies and feasibility studies
Create an integrated destination and revitalize existing products which are facing increased competition and
transform it into a sustainable product with a competitive positioning
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Case Studies: Spa-Francorchamps, Belgium
Source: OBM

Context of product
The destination of Spa- Francorchamps is located in south-eastern Belgium in the province of Liège (Ardennes). It
is an area of natural beauty and is popular for sports and eco-tourism. It is perfect for a holiday centred on
extreme sports as well as being ideal for hiking and exploring nature.
• Spa-Francorchamps destination: Spa, Stavelot, Francorchamps and
Malmedy.
• Each ones adds value to this tourist area while all share common
cultural traits.
• Francorchamps is situated in the heart of the destination and is famous
for its Formula 1 circuit and its Grand Prix.
• Spa is the thermal waters centre and is labelled as Europe's café, Spa
was recognized as a holiday resort due to its casino, thermal cures and
golf course.
• Stavelot carnival is an internationally renowned event, famous for its
white-clad "Blanc Moussis" participants.
• Malmedy is surrounded by nature and with numerous springs
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• Main welcome area
• Satellite welcome area
• Virtual welcome area
• Travel planner
• Welcome boards
”The physical or
virtual welcome
centres are the
starting point of the
visitor experience”
• Tree village
• Nature & Adventure
Park
• Adventure Games
“Forest adventures,
walks, discoveries,
relaxation and
recreation for the
whole family”
• Events
• 'Energy-Motion'
Innovation Centre
• Museum of the History
of Spa-Francorchamps
“Adrenaline thrill of
motor racing, fun and
innovative activities
linked to new green
technologies”
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Source: OBM

“An ecological transport system to discover the
destination”
• Destination Spa-Francorchamps has good transport infrastructure
with a network of road, motorways and bike trails of good quality.
• Create new roads and bike trails to complement the existing
transport network.
• Develop an environmentally friendly transport system in order to
move easily between the different attractions
• E.g. small electric buses or electric cars, electric bicycles, electric
scooters.
“An interconnected regional destination”
• Wide variety of activities in the Spa-Stavelot-Malmedy triangle
and on the the Hautes Fagnes plateau
• Employment opportunities
• Regional experience: synergies between the new project and
existing activities
• Develop network from existing operations
• Develop new sites such as the Hockai golf resort or the balloon
launch site between the circuit and the town of Malmedy.
• Adrenalin thrill of motor racing linked to new green technology
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Barcelona, Spain
Spain

Case Studies: Lefkadia, Russia
To develop a new destination which provides an innovative interpretation of wine and nature tourism, while at the
same time maintaining and preserving the agrarian landscape.
Challenge
• To develop a new destination which leverages the natural beauty of the
site while at the same time preserving and protecting it
• To create a wine resort concept which is unique in Russia
• Close consultation with architects and urban planners who believe in
sustainable design.
• Innovation: use of landscape to protect, preserve and enhance its natural
beauty.
• T&L Concept Development Lab: creative workshops with experts
• Placemaking techniques
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Context of product
Located in south east Russia in the province of Krasnodar, 50 km from the Black Sea, which is a growing leisure
destination with high investment by the government.
• Wide tourism infrastructure concentrated around the Black
Sea and Azov Sea with major investment is planned for the
region with the Sochi Olympics 2014
• Coastal area with summer resorts and beaches, mountains
(ski resorts in Sochi area)
• Forests areas for hunting, rural landscapes, cultural and
heritage sites.
• Site is an area of natural beauty which combines mountain,
valleys, lakes and forests (an oasis of calm and tranquillity)
• Pioneering mixed use project in Krasnodar combining wine
and wellness, defining a new quality in hotel and real estate
developments in the region
• Strong market fundamentals, with limited quality supply and
an increasing demand for a high quality offer which is not
being met in the Russian domestic market
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Source: Hart Howerton

“Comprehensive master planning and
development strategies which optimise the
economic, social and environmental benefits of
the project”
• A project concept that is a true model for sustainable
development
• A coordinated approach to environmental, social and
consequently, financial successes where sustainable
strategies are embedded into the DNA of the project
• The values of the destination should define the priorities
for development
• Integrated approach to sustainability, to ensure that the
value of the project is enhanced
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value
Environmental
Economic
value
Social
value

Product innovation solution “The natural landscape must be preserved,
protected and enhanced”
• Genuine environmental sustainability: project design maximises
environmental benefits with minimum cost
• Make smart choices about how to develop in a place by working
with the natural features of the land
• Entire conceptualisation process is driven by sustainability
objectives.
• Master Plan designers should preserve and maintain the natural
landscapes of the project, while at the same time identifying real
solutions for the site for the management of impact on the
environment.
• Responsible consumption is increasingly important to customers
• New destinations, particularly in rural areas, have an opportunity to
become leaders in environmental sustainable products
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2727
Barcelona, Spain
Spain

Case Studies: Kars
The UNWTO Volunteer Programme aims to identify specific tourist products that can be developed in Kars province, Eastern Turkey
and link them with the appropriate market segments
Challenge
• Identify and create potential tourism products, routes and
itineraries by linking the appropriate tourism assets
• Identify and reduce gaps constraining development
• Sustainable model for maximizing economic and social value,
while minimizing both environmental impacts
• SME’s development for income generation and job creation
• Pro poor tourism for poverty alleviation and social integration
policies
• Visit and technical analysis of tourism assets
• Portfolio of tourism products: integrating activities or routes
linking tourism assets
• Develop commercial scope for tour operators and tourists
• Tourism asset management for maximizing resource value
• Marketing and information delivery systems
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Context of product
The project develops Sustainable Cultural Tourism Policies for the region of Kars by enhancing tourism economic
impact and contributing to social cohesion
• The Kars Province is located in the Eastern Anatolia Region and shares
its borders with the Republic of Armenia
• The province stretches across 9,500 km2 of land and has a population of
about 323,000.
• The rich historic background of the province is reflected by numerous
sites like the ancient city of Ani and the city of Kars.
• Kars also has a wealth of fauna and flora that is being conserved by the
Kars-Igdir Biodiversity Project.
• The region has more than 300 species of birds out of the 400 species
found in the country.
Case Studies: Kars
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“Creation of Cultural, Winter and Nature
routes, itineraries identified for the
destination Kars”
• Product development analysis starts by defining product
categories according to current tourism trends and tourist
demand motivations
• Definition of complete product portfolio attractive
throughout different seasons
• Kars has the potential to become a destination that offers
three main types of tourism experiences:
• Cultural Tourism
• Winter Tourism
• Nature and Ecotourism
• 33 tourism routes and itineraries have been identified and
classified with as basic-, complimentary-, and auxiliary
products
Case Studies: Kars
Sarikamis Ski Resort
Sarikamis’ battle fields
Katerina’s hunting mansion/
The mosque of Kazim Karabekir
Borluk Valley
Kars City Cultural Heritage
Susuz waterfall/
Susuz Mud Baths
Cildir lake
Kuyucuk Bird’s Lake
Sosgert castle
Bassuregel castle
Ani Antique City
Magazbert Castle
Five churches of Digor
Kechivan Castle
Wall paintings
Aras Rivera Canyon
Kars International Caucasus Festival
SNOW (Orhan Pamuk)
Culture
Nature
Winter
Cildir/ Kuyucuk
Ani
Digor
Kagizman
Sarikamis
Kars City
Winter tourism
Cultural tourism
Legend
Nature/ Ecotourism
Unique/ International
Agri Dagi
Karagol-
Sahara
National Park
Product development in Kars Tourism Destination
Clusters
Culture
Nature
Winter
Sar
Winter tourism
Cultural tourism
Legend
Nature/ Ecotourism
Unique/ International
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Case Studies: Kars
31
Basic Products
Cultural tourism
An Encounter with
Caucasian Culture
and Civilization
The Ancient Splendor
of Kars
Protected Nature and
Cultural Heritage
The Cultures around
Noah’s Adventure
Mystical Kars
Eastern Anatolian
Adventure
Within the 21 cultural products
created in Kars Province, 6 are
defined as basic encountering
the main cultural assets of the
Province

323232
Barcelona, Spain
Spain

Case Studies: Serbia
To develop a Rural Tourism product which differentiates rural Serbia from its competitors and develops a product
which can play a key role in the diversification of the Serbian economy
Challenge
• Leverages the natural and cultural resources
• Diversification
• Involve local communities
• Sustainability: economic, social, environmental
• Extensive collaboration with multiple stakeholders including national
and local government, national and regional tourist organizations,
entrepreneurs, associations, collaboration with UNWTO, UNDP, UNEP,
UNICEF and FAO
• Market research, surveys, interviews and international benchmarking
• Multi-stakeholder workshops and meetings
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Context of product
Rural Tourism has been identified by the government of Serbia as one of the key development areas for the
diversification of the Serbian rural economy, which is highly dependent on the agricultural sector.
• 85% of the Serbian territory is rural
• Approximately 75% of the rural economy engaged in subsistence
farming.
• Despite the wealth of natural and cultural resources, rural areas
suffer from high rates of unemployment, depopulation and low
economic activity
• Rural Tourism already exists in Serbia: Western Serbia, Central
Serbia and the autonomous province of Vojvodina
• Many gaps in the Tourism Value Chain
• A recent study by the UNWTO shows that this product has great
potential to create economic, social and environmental value for
Serbia.
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“Rural Tourism development requires an
understanding of its synergies with other types
of products”
• Rural Tourism has synergies with other products in rural
areas
• Cultural Tourism: Heritage (castles, monasteries,
UNESCO World Heritage sites), Ethno villages &
Events, Wine & Gastronomy
• Nature & Earth: eco-tourism, agro-tourism, mountains,
rivers, lakes
• Sport & Adventure (lakes, rivers, mountains)
• Special Interest (hunting, fishing, bird watching)
• Family & Child
• Nautic & Cruise
• Importance of the interaction and involvement of the local
people in the development of the tourism experience.
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Rural
Tourism

“Rural Tourism clusters which links and connect
different areas throughout the territory”
• 12 Rural Tourism Clusters throughout territory
• Clusters have variety of products while at the same time have
core “flagship” products which build their identity
• Clusters create identity for the Serbian Rural Tourism
experience by connecting different territories through products
• Products like ethno-villages, Cultural Tourism, Sport &
Adventure, Nature & Earth Tourism are found in all clusters
• E.g. Lower Danube Cluster:
• Agro-tourism, ethno-villages, gastronomy and wine
tourism
• Cultural Tourism (Viminacium archeological park -
UNESCO Word Heritage Site, Golubac castle)
• Sport and Adventure
• Nature and Earth tourism (including ecotourism) along
the Danube river and Djerdap National Park.
• Nautical Tourism on lakes and rivers
• Special Interest
36

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Innovation is about collaboration between different stakeholders, break classic
product development frameworks through a highly creative process
Innovation in product development should be fostered using the inputs from different stakeholders
Visitors
Local
communities
Experts in
experiences/
Leisure and
edutainment
National,
Regional and
Local Tourism
Organisations
Tourism
industry
experts
Tourism
companies
National,
regional
and local
government
Academic
specialists
v
v
v
v
Social
sustainability
Environmental
sustainability
Economic
sustanability
Innovation

Innovation is results orientated
Innovation is real
Makes business sense
Creates value
Is sustainable: people, places, businesses
DELIVERS MEASURABLE RESULTS
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Tourism & Leisure Europraxis provides specialized consulting services
for the tourism, hospitality , leisure and sport industry, offering an
integrated range of professional services in both operational and
strategic areas.
Tourism & Leisure Europraxis is part of the Indra group, listed on the
Spanish stock exchange.
T&L is a UNWTO Affiliated Member and UNWTO Knowledge Network
Member . T&L has collaborated with the UNWTO in various
international projects.
Contact person:
Christophe de Bruyn, Director T&L Europe
Barcelona office
cdebruyn@tladvisors.com
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Reinventing Tourism Destinations - Christopher Bruyn

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