At the beginning of 2016, the EUROPETOUR team has successfully conducted the first-ever, international cultural tourism survey among its members and networking partners from Bulgaria, Belgium, Romania, Italy, Spain, Poland, Germany and Austria. The background of the analysis was to disclose the training needs of those people active in rural cultural tourism. The main conclusions are a better desire to network, skill improvement, and continuous business process learning.

1. May 2016
EUROPETOUR
Country Analysis and Training
Needs for Cultural Tourism
in Rural Areas
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EUROPETOUR from
the different
partners/countries

2. 2
Contents
EUROPETOUR
Partnership
Background of this survey
Methodology
The survey’s main outcomes
Next steps
Q1
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Q9
Q10
Page 04
Page 06
Page 08
Page 10
Page 12
Page 15
Page 18
Page 20
Page 22
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Page 30
Page 31
Page 33
Page 35
The survey
Key outcomes per question

3. 3
Future for Religious Heritage (Europe-wide)
Austria
Bulgaria
Germany
Spain
Italy
Poland
Romania
Page 39
Page 41
Page 43
Page 45
Page 47
Page 49
Page 51
Page 53
Page 55
Page 56
The survey’s country specific outcomes
Picture Credits
Contact details

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EUROPETOUR
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EUROPETOU
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Cultural tourism is currently one of the mega trends in tourism world-
wide. It covers an area that reaches from spiritual tourism, heritage
tourism to creative tourism;
Up until now, cultural tourism has mainly been linked to urbanised
areas, to big cities and metropolitan centres. However, rural areas
can easily compete with their urban counterparts, as they offer
unique cultural heritage sites and many traditions that have been
kept alive. In fact, the richness of traditions and ancient customs
constitute a very important part of the identity of rural areas. They
are important reasons for international visitors to come to Europe;
At the same time, there seems to be a skills gap for those people
professionally active in cultural tourism in rural areas. That, in turn,
holds their economic and social potential back;
The EU ERASMUS+ funded project EUROPETOUR therefore aims at
identifying these qualification needs in order to set up a training
scheme directed towards rural cultural tourism markets in its
broadest sense.
EUROPETOUR

6. 6
Partnership

7. 7
The EUROPETOUR partnership brings together representatives,
network co-ordinators, and tourism specialists from different rural
areas in Europe and cultural tourism specialists, a training provider
and the Europe-wide network of (rural) religious heritage.
GERMANY: Kultur und Arbeit e.V. / KIRA-Netzwerk (coordinator)
BELGIUM: Future for Religious Heritage
ITALY: Regione Marche
BULGARIA: INI-Novation
ROMANIA: Bucovina Tourism
AUSTRIA: E-C-C Verein für Interdisziplinäre Bildung und Beratung
POLAND: Klosterland e.V / City of Myślibórz
AUSTRIA: Kreativ Reisen Österreich
SPAIN: SRECD – Region of Cantabria
GERMANY: Touristikgemeinschaft HeilbronnerLand e.V.
Partnership

8. 8
Background
of this analysis

9. 9
In order to have a bottom-up approach, which in the view of
EUROPETOUR is more reliable than working top-down, to map real
and existing needs of the rural cultural tourism sector in Europe, the
project has involved the complete partnership and its stakeholders;
The background of the analysis was to disclose the training needs
of those people active in rural cultural tourism;
In addition, the analysed results offer a huge amount of additional
and valuable information for those European regions interested in
unlocking the economic and social value of cultural tourism. This
makes the analysis a unique source of information to regions and
professionals alike. The EUROPETOUR partners are happy to share
the outcomes with interested parties;
The here presented analysis is neither exhaustive nor scientific. It
reflects the knowledge and experiences of practitioners in the field.
It displays the most relevant issues of the collected data. It is as well
the basis for EUROPETOUR’s next phase: the setting up of a
European rural cultural tourism training scheme for stakeholders in
the field.
Training for Cultural Tourism

10. 10
Methodology

11. 11
EUROPETOUR implemented a survey, led by the project partner
Future for Religious Heritage (FRH). The survey was based on the
input of the partnership and was consequently filled out by their
stakeholders;
The survey was therefore meticulously devised during a common
exercise and in agreement with the whole partnership, that way
optimizing the survey questions to its specific stakeholders;
The survey was translated and rolled out in seven different
languages groups/countries (A, BG, DE, ES, IT, PL, RO). The
partnership managed to reach at least 3.400 stakeholders and the
survey had an average response rate of 12%;
The results presented here consequently map the requirements for
a flourishing cultural tourism in European rural areas. Based on this
analysis, training modules will be set up (until the end of 2016) and
afterwards will be offered to local practitioners in cultural tourism
(or to those who want to become professionally active in that
area).
Methodology

12. 12
The survey’s
main outcomes

13. 13
All partners rolled out the survey in their respective networks. This
included the cultural-tourism regions of KIRA network of the
German region Heilbronn-Franken, the German-Polish Klosterland
e.V. network in Brandenburg and Zachodniopomorskie, the
Austrian network Kreativ Reisen Österreich, and the network of
Moldavian Churches in the Romanian Bucovina region;
Additional stakeholders were reached through Marche Region in
Italy, INI-Novation from Bulgaria, SRECD – Region of Cantabria in
Spain, and through the Europe-wide network of FRH;
The survey was based on an application-oriented approach of
practitioners in tourism as well as representatives of the culture
sector who wanted to identify the training needs in cultural tourism
of their stakeholders. Therefore, the survey does not claim a
scientific approach;
Every partner was free to decide how to distribute the survey, so
they could choose a way which suited their region/stakeholders
the best: per mass mail, per formal invitation, individual contact
(e.g. by face-to-face interviews) and follow-up reminders;
EUROPETOUR reached out to more than 3.400 people and
received 408 filled-out surveys, equalling a response rate of 12%.
Total outreach

14. 14
Based on the replies given by our stakeholders in rural cultural tourism,
the survey’s three main conclusions are:
There is a clear need to improve skills in marketing and public
relations (PR). The use of different instruments needs in-depth
consideration and professional expertise.
There is a clear need for co-operation which goes further than the
local or regional level;
Business skills are in general not rated as a specific skill in which to
improve competence. Their links to marketing instruments are not
clear.
The survey’s three main outcomes

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Next steps

16. 16
Key outcomes
per question

17. 17
Based on the outcome of the EUROPETOUR survey, these are the next
steps:
The survey provided much more relevant data than expected. The
EUROPETOUR partners will use and share this data on a regional
and European level and will communicate it to interested parties.
Based on cross-references within the survey, replies by the
stakeholders were not always consistent. Therefore, some of the
partners decided to get in touch with their stakeholders and discuss
the outcomes of the survey in more detail.
A multi-lingual training module will be developed, which will
address the identified main needs. Its target groups are staff of
tourism agencies as well as cultural institutions. The training module
will enable stakeholders in the field of tourism economy and culture
to improve tourism market access and organise combined offers.
Development of Training Scheme

18. 18
Overall, there is an awareness that strategic planning is important:
The mentioned fields are considered as being important for on
average 85,5% of the respondents;
The two fields that are considered as most important for strategical
planning are marketing and PR (94% and 92%);
Business planning however is considered as least important. The
survey does not provide a reason for this result. It could be that
knowledge in this field is already sufficiently available or that
respondents do not link their work with business skills.
Key outcomes Q1:
As someone active in culture and/or tourism how important
is knowledge about the strategic planning of the following
subjects for you?

19. 19
Key outcomes Q1:
As someone active in culture and/or tourism how important
is knowledge about the strategic planning of the following
subjects for you?

20. 20
Most used communication channels by the respondents are:
websites, word of mouth and printed material;
Gadgets and newsletters are used the least;
In terms of non-respondance (nothing was replied to a specific
option), newsletters and press releases score highest, possibly
indicating an ambivalence or unfamiliarity with these specific
communication channels.
Key outcomes Q2:
Which communication channels... (do you use
or would you like to use)

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Key outcomes Q2:
Which communication channels... (do you use or would you
like to use)

22. 22
Wish for additional knowledge is most wanted for cultural touristic
brands and the use of networks (both within a country as well as
outside of it, meaning at a European and international level);
Networking and networking skills are seen as very important as
means to promote cultural touristic products and services;
Marketing comes fifth place (out of eight possibilities) which is a
contradiction to Q1, in which marketing was rated the highest.
Key outcomes Q3:
In which of the below areas would you like to have
additional knowledge to sell and promote your cultural
touristic products and services?

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Key outcomes Q3*:
In which of the below areas would you like to have
additional knowledge to sell and promote your cultural
touristic products and services?
( *figures in absolute numbers)

24. 24
Just over 30% are happy with the level of co-operation in their
region (respondents that are ‘satisfied’ or ‘very satisfied’);
However, a majority of respondents (just over 50%) are not happy
with it (those that replied ‘somewhat satisfied’ or ‘not satisfied at
all’);
Adding to those 51% the 11% of respondents that do not have any
existing co-operation structures at all, means that there is a need to
improve successful and efficient co-operation.
Key outcomes Q4:
How satisfied are you with the existing co-operation within
the field of cultural tourism in your region?

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Key outcomes Q4:
How satisfied are you with the existing co-operation within
the field of cultural tourism in your region?

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Co-operation should especially be improved with the respondents’
stakeholders and with funding possibilities;
There is relatively little co-operation sought with political decision
makers. This could be because it already exists or because
respondents do not see it as useful;
Co-operation with marketing and communication experts is also
seen as important, which is in line with the outcomes of Q1.
Key outcomes Q5:
With whom would you like to intensify co-operation in your
region to strengthen cultural tourism?

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Key outcomes Q5:
With whom would you like to intensify co-operation in your
region to strengthen cultural tourism?

28. 28
Respondents indicate that the organisational sector they would like
to be in touch with most are Internationally active agencies (61%);
Respondents are relatively close in touch with press, tour guides,
other touristic sites, accommodation providers, local crafts-
manship/artists and places for arts and crafts, which means that on
a local level networks are quite expanded;
The organisational sector which exists least on a regional level are
local ambassadors.
Key outcomes Q6:
To whom of these organisations are you
in regular contact?

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Key outcomes Q6:
To whom of these organisations are you in regular contact?

30. 30
Replies given in question 7 support the replies given in the rest of
the survey. It moreover gives additional input;
Some of the factors that were indicated as bringing cultural tourism
to the region: Mutual collaboration, combined communication,
governmental support, combined touristic offers, specific events,
participation of locals and NGO’s, combination of nature and
culture, clear regional and political vision, development of cultural
sites;
The specific characteristics of a place/region are very important
and contribute to the attractiveness of the region.
Key outcomes Q7:
What do you think brings cultural tourism to your region?
[Open question]

31. 31
Skills most sought after are marketing skills, development of cultural
touristic offers and network building skills;
No need is felt to develop business skills;
This is by and large in line with the replies given in previous
questions;
Key outcomes Q8:
What kind of skills would you like to develop in order to
improve cultural tourism in your region?

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Key outcomes Q8:
What kind of skills would you like to develop in order to
improve cultural tourism in your region?

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Cross-border collaboration (FRH), new business models for cultural tourism (FRH), links
between heritage and tourism better understood and researched (FRH answers);
Combine cultural events with landscape (AT), mix of many genres (AT);
Joint presentation and promotion (BUL), creating public-private partnerships (BUL),
improvement of the infrastructure and facilities for easy access (BUL);
Joint package offerings of different providers (DE), transfer cultural offerings from cities to
rural areas (DE);
Long term planning and attached funding (EN)*, cooperation among actors (EN);
More information panels (ES), more promotion of the region (ES), new business
opportunities (ES);
To build or expand a network of contacts regionally with support of the region (IT), to have
an integrated landscape heritage (IT), interaction among the institutions and to share
successful examples (IT);
Social integration for the development of culture (PL), cultural institutions (PL);
Conservation and keeping alive local traditions and crafts (RO), promotion of the region /
tourism infrastructure / tourism promotion (RO);
Key outcomes Q9:
Name 3 opportunities you face in enhancing cultural tourism
in your region [Open question / Selection]
*EN = answers specifically in the English version of the survey,
which cannot be allocated to countries or regions

34. 34
Poor Broadband speed (FRH), how to counter a negative reputation (FRH), how to
overcome parallel or double work done by multiple partners (FRH), lack of awareness with
stakeholders (FRH);
Have common goals for the region (AT), involvement of young people (AT);
Lack of qualified personnel (BG), bad maintenance / Destruction of cultural heritage (BG),
problems of ownership of touristic sites (BG);
Strategical orientation (DE), changing leisure time habits (DE), turn touristic offers into
something that can be experienced (DE), increase offers during weekdays (DE);
Legal constraints (EN);
Being competitive with international tourism (ES), pollution of the area / touristic sites (ES);
How to connect as many stakeholders as possible (IT); reluctance to change habits (IT),
how to maintain affordable prices (IT), prevent depopulation of inward areas (IT);
Limited knowledge about cultural tourism (PL);
How to keep local traditions and crafts alive in the future (RO), HR adapted to the tourism
sector (RO), how to keep arts and crafts authentic (RO);
Key outcomes Q9:
Name 3 challenges you face in enhancing cultural tourism
in your region [Open question / Selection]

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The respondents do not represent an entire country as such, but
rather represent a specific region in a country since the survey was
rolled out by the EUROPETOUR partners amongst their direct
stakeholders;
The big variety in the population of respondents is regarded as a
very important aspect of the EUROPETOUR survey as the collected
data maps the opinion of many key stakeholders;
All in all, local agencies, cultural routes, local transportation sector,
place for arts and crafts and local craftsmanship were least
represented amongst the total of stakeholders;
All in all, public administration (which can include tourism offices at
municipalities), cultural institutions and cultural heritage operators
were the most represented amongst the total of stakeholders.
Key outcomes Q10:
What/who do you represent? / European total

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Key outcomes Q10*:
What/who do you represent? / European total
(*figures in percentage)

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The survey’s
country
specific
outcomes

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Number of replies per country + FRH
FRH = FRH members; EN = answers specifically in the English version
of the survey, which cannot be allocated to countries or regions

39. 39
FRH spread the survey in its Europe-wide network that in turn consists of
networks of people and organisations. It can therefore be assumed that
the geographical reach was quite broad. Besides, the sectorial reach is
not solely limited to the heritage sector, making up a bit more than ¼ of
respondents. Another ¼ comes from cultural institutions.
In terms of strategic planning it is most important for our respondents to
reach out/keep in touch and to gain visibility through PR. Accessibility to
the area is the one field for which a strategy is considered to be not
important. Secondly, outreach beyond the own region is also perceived
as less important.
To the extent that additional knowledge is desired, the following fields
score highest: use of networks for cultural tourism both in a country as
well as on a European and international level, and creating a strong
touristic brand. Which means respondents both seek a clearer image of
what they are and have a need to be in touch with the right partners.
Respondents are most in touch with cultural institutions/cultural heritage
supporters (so their own sector) and with the press, pointing towards
good communication skills. On the other hand, they wish to be in touch
with agencies that are internationally active, which supports previous
statements, as well as local tour operators and gastronomy, which could
be two sectors that the respondents are not automatically in touch with.
Not surprisingly, networking skills are badly wanted. Moreover, respon-
dents are in need of improving their funding skills. That might be the
most suitable and logical way to finance themselves instead of through
more commercial undertakings.
FRH: Specific outcomes

40. 40
FRH: Sectors represented

41. 41
Austrian partners prioritise "PR / Marketing strategy" as well as
“Networking power" as the most important elements, because that is
what they work with on a day-to-day basis and hence see most need
for further training in these areas.
They do not regard a Social Media strategy as overly important:
probably because for some, its potential is not yet fully understood and/
or because they are already using Social Media channels on a day-to-
day basis and therefore consider it less important for immediate needs.
Collaborative network efforts and beneficial outcomes are generally
well understood.
The three sectors, Austrian stakeholders are in touch with most, are
"Local Agencies" as well as "Accommodation providers" and "National
agencies". On the other hand, they still want to get more in touch with
agencies that are internationally active.
Most respondents are from cultural institutions. They usually network with
local travel and information agencies, as well as accommodation
providers in order to start building packages and marketable products
for tourism.
The two highest scores for Austria are "tourism marketing" and "know-
how to innovate", the lowest is "business & management skills". They
seem to be confident about the first two in terms of regional cultural
tourism development, and would therefore like to improve their
marketing and innovation skills in order to foster their business &
management skills.
Austria: Specific outcomes

42. 42
Austria: Sectors represented

43. 43
The Bulgarian respondents prioritise "Marketing and PR Strategy" as well
as “Accessibility Strategy“ (in terms of transportation) as the most
important strategical planning fields that need to be further developed
in the rural tourism area.
Respectively, оn a day-to-day basis, there is need for further training
and more knowledge in three main areas: 1/ Creation of strong cultural
touristic brand, 2/ Networking and 3/ Distribution of touristic products.
It seems that in Bulgaria a large part of the respondents are already
using online promotion (websites and Social Media platforms), as well as
printed brochures and other advertising materials. The “word of mouth”
is also considered to be an effective way of promotion.
Recently, all disruptive technologies that apply tourism distribution are a
challenge for the stakeholders in Bulgaria. They would like to use many
more different gadgets and web applications.
Bulgarian stakeholders are somewhat unsatisfied with the existing co-
operation within the field of cultural tourism in their region. They want to
get in touch more with agencies that are nationally and internationally
active.
The two highest scored skills to be developed in Bulgaria are: 1/ Tourism
marketing and 2/ Development of cultural touristic offers.
Bulgaria: Specific outcomes

44. 44
Bulgaria: Sectors represented

45. 45
For German respondents raising awareness of cultural tourism and
gaining visibility through PR and marketing are the most important fields.
Additional knowledge is requested in networking on national level,
developing marketable touristic products as well as setting up
communication plans for products and services.
Business skills are rated at the bottom, since there might be no
awareness of their needs as most respondents are from cultural
institutions followed by public administration and tourist information
points.
The effectiveness of the respondents’ use of Social Media platforms
needs better identification as a large number uses them but still asks for
additional knowledge.
The sectors German respondents are in touch with most, are press and
local tourism boards. Depending on the stakeholders’ profession, there is
a great variety with whom they want to cooperate more closely, but
nationally and internationally active agencies are rated highest.
There is a clear need to explain to stakeholders the measures each of
them can take. Communication channels and tools are needed for
effective collaboration.
A growing number of tourists is regarded as an opportunity for rural
areas, where nature is a key asset beside the cultural offers. For their
promotion effective networks are regarded as a ‘must’ for sustainable
cultural tourism.
Germany: Specific outcomes

46. 46
Germany: Sectors represented

47. 47
The main activities to make destination Liébana (Cantabria) a high quality
destination are a business strategy along with the creation of a strong cultural
brand. The two highest scored skills to be developed in rural Spain are:
1/ Tourism marketing and 2/ Development of cultural touristic offers.
It seems that a large part of the respondents are aware of the possibilities of
their region, but the opportunities of this potential need further valorization. They
are unsatisfied with the existing cooperation within the field of cultural tourism.
This probably responds to their strong sense of identity, and the awareness of
their historical background, which they seem to think is still to be exploited. In
this context business strategy is regarded as a most important field (100% of
agreement).
Respondents clearly focus on the idea of creating a cultural brand of the region
and promoting it at international level, through cultural touristic networks.
Respondents are aware of the benefits of using Social Media channels for
communication, but they are not aware of the relationship between Social
Media and Marketing. They don’t seem to focus specifically in it because they
already use these tools and they don’t evaluate the efficacy in the use they
make of it.
They seem to be aware of the importance of local and regional networks. They
manifest to be in contact with tour guides and local agencies and apparently
they would like to increase their network nationally and internationally, adding
gastronomy sector in it as well as arts and crafts.
Better skills in creating cultural offers seem to be a priority for Spanish
respondents as well as marketing skills. This might underline the fact that they
consider their use of Social Media Channels as proficient, due to their lack of
knowledge about it.
Spain: Specific outcomes

48. 48
Spain: Sectors represented

49. 49
Respondents are from both the public and the private sector. They
provide a good picture of the perception of the needs of rural cultural
tourism at local (i.e. sub-regional) level, complementary to the regional
perspective.
There is widespread awareness among operators that Regione Marche
can play a positive role in rural cultural tourism building on regional
strengths like landscape, cultural heritage (“spread” throughout the
region and not concentrated in few centres), food and wine, arts and
crafts. All in all, cultural tourism lets tourists experience everyday life of a
local community in Marche.
Local subjects have already good capacity to cooperate and to
create local networks. Indeed, trusting in local social capital is a good
starting point to create a cultural tourism product.
The needs of rural cultural tourism at local level are mainly linked with
the will to gain more international visibility and to enhance the cultural
tourism product. Indeed, additional knowledge is required in areas like
International networks, creating of cultural tourism products, communi-
cation, and creating a strong cultural touristic brand.
Consistently, skills are required for the development of cultural touristic
offers and for tourism marketing (in a broad sense that may include also
linguistic skills). Websites and Social Media are used also at local level
and this is an opportunity to develop local strategies consistent with
Regione Marche promotion strategy largely relying on Social Media.
Italy: Specific outcomes

50. 50
Italy: Sectors represented

51. 51
The survey targeted German and Polish members of the Klosterland e.V.
network as well as cultural and tourism institutions of the city of Myślibórz.
Knowledge about Social Media and PR strategy are regarded as most
important in order to develop a location as a quality destination. Less
important for them is a business strategy.
For all participants in both countries word of mouth is the most used
communication channel. On nearly the same level ranks the online-
communication with websites. Great chances the Polish respondents
see in using press releases, and the Germans see opportunities in Social
Media platforms, which Polish partners already use.
All would like to have additional knowledge about creating a strong
cultural touristic brand. Formulation and distribution of cultural touristic
products are more relevant for the Polish stakeholders than the use of
networks for cultural tourism in Europe and on a national and
international level. They do not seem to believe in networks (probably
due to lack of experience).
Obviously, strong differences were identified in satisfaction with existing
cooperation within the field of cultural tourism: While the German
respondents are satisfied to 75 %, in Poland 60% of the respondents were
not satisfied with cooperation or did not cooperate at all.
German respondents wish to improve contacts to local tour operators
and internationally active agencies. Polish stakeholders would like to
develop funding skills and gain knowledge about the development of
cultural touristic offers.
Poland: Specific outcomes

52. 52
Poland: Sectors represented

53. 53
The main activities should be focused on marketing and Social Media
strategy. It is considered as a top priority to make Bucovina a high
quality and a more visible destination among the well-known tourism
destinations in Romania and abroad.
It seems a large part of the respondents are already using online
promotion (websites and Social Media platforms). In Romania, the
“word of mouth” is considered to be the most effective way of
promotion.
They would like to use more promotional instruments, like gadgets, press,
radio, TV, but it is well known these are quite expensive, and most
probably are not affordable for respondents.
Respondents underline the idea of creating a cultural brand of the
region and promoting it on international level, through cultural networks.
Respondents are aware of the benefits of using Social Media channels
for communication. They are expressing their needs to improve their
abilities to use Social Media in a more efficient way.
Increase the trust of the locals and to raise their awareness of the
importance of local and regional cooperation in the field of cultural
tourism.
The accessibility of the region and public transportation within must be
improved, in order to attract more visitors. A better cooperation with
local authorities is regarded as a success factor for tourism
development.
Romania: Specific outcomes

54. 54
Romania: Sectors represented

55. 55
Picture Credits
EUROPETOUR partners would like to thank all institutions and persons who contributed with
pictures to this report beside the partners themselves:
Bayerische Staatsbibliothek / Bokowsky + Layman
Burg Gamburg
goodluz / Fotolia.com
Hohenloher Kultursommer
Doris Köhler, Öhringen
Stadt Bad Wimpfen
Schlossverwaltung Weikersheim

56. 56
CONTACT Details
With regard to the survey and its results
Future for Religious Heritage, 67 rue de Trèves, B – 1040 Bruxelles (Belgium)
Sarah Coumans / Lilian Grootwagers
Phone +32 24 00 77 03, info@frh-europe.org
With regard to the EUROPETOUR project and the training
module as a result of this survey
Kultur und Arbeit e.V. (coordinator), Goethestr. 10, D-97980 Bad Mergentheim (Germany)
Karin Drda-Kühn
Phone +49 7931 56 36 374, info@europetour.tips
The EUROPETOUR blog: www.europetour.tips ;
Stay tuned on Facebook: https://www.facebook.com/EuropeTourTips/
Follow us on Twitter: https://twitter.com/europetourtips

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The European Commission support for the production of this publication does not constitute an
endorsement of the contents which reflects the views only of the authors, and the Commission
cannot be held responsible for any use which may be made of the information contained therein.