Tourism for growth and integration
10-06-2014Tourism & Culture
Six organisations have in the beginning of June 2014 agreed on a project plan for developing tourism projects in the STRING corridor between Skåne in Sweden, over Zealand in Denmark, and to Schleswig-Holstein and Hamburg in Germany. The new agreement is the first step in implementing the tourism strategy ”Building Tourism – Tourism Strategy for the Fehmarnbelt Region 2014-2015” that was approved by the STRING politicians in 2013.

The new project plan, "Building Tourism II" as it is called, consists of three concrete projects and an overall plan to create a large EU financed project from 2015 and onwards.

The first project to be launched is a so-called"outreach event" during the Fehmarnbelt Days 2014 that will take place in Copenhagen from the 30th of September until the 2nd of October 2014.  The five tourism organisations in the Building Tourism II project; Tourism in Skåne AB, Wonderful Copenhagen, Ostsee- Holstein-Tourismus e. V, Visit East Denmark/ Østdansk Turisme and Hamburg Tourismus  GmbH will present their sites and attractions to the participants in the Fehmarnbelt Days as well as to Copenhageners and tourists passing by. The form and place for the presentations is not yet decided, but the idea is to show the variety of the attractions along the corridor that will come closer due to the heavy investment in infrastructure in and around the Fehmarnbelt fixed link.

The next project, Thematic Routes across the Region, reflects both the cultural heritage that binds the region together as well as the new patterns for travellers: the more community based interest and sharing via the Internet. This community based marketing approach will result in a number of potential offers to already motivated target groups. The idea is to create thematic routes in the region, for examples: gastronomy, bicycling, cultural heritage, wellness or scenic countryside. The project will suggest a number of these routes and a concept that can market these internally and to a broader audience in the world.

Getting to know our neighbours

A Get Closer campaign will be planned both as a communication concept where the improved accessibility  with the planned new infrastructure as well as a bonding of the combinations of destinations be it the metropolis and the countryside or the seaside, will be introduced.

''We want to improve the offers that this great part of Europe has in the light of the improvement in mobility and accessibility that comes with the investments in infrastructure between Copenhagen and Hamburg'', says Jacob Vestergaard, Managing Director of STRING and Chair of the Building Tourism Steering group- ''In the years to come we need to focus and invest substantially in creating a new "closeness" both internally among our citizens but also externally as a new competitive edge for the corridor that will benefit the whole economy  including tourism that in this respect is a very illustrative example of the improved opportunities that comes with improved accessibility'', Vestergaard continues.

''This will be a project where we both think in traditional tourism products and marketing - but in new constellations, in developments of integration and economic growth in the corridor and in new ways of thinking cross border initiatives that will ease the everyday life of both inhabitants and visitors from other places. Hence it is only natural that we will collaborate with the EU in this endeavour and also seek funding for some of the activities in the EU programs'', says Jacob Vestergaard.

Update, March 2015:

The Building Tourism project has entered into a new phase: on February 2nd, a concept note was handed over to the BSR program for a joint innovation project of 3,3 million EUR partnering up Hamburg Tourism, Wonderful Copenhagen, Ostsee-Holstein Tourism, Tourism in Skåne, Visit East Denmark/Region Zealand, Roskilde University, and a Swedish and German University yet to be confirmed. The call is very popular, and competition is fierce. STRING will receive a feed-back from the EU programme late April, and if this is positive, a final application will be handed in come July.