Meta cluster for attracting the Japanese tourism market

Programme 2014 - 2020 INTERREG V-A Finland - Estonia - Latvia - Sweden (Central Baltic)

Date of latest update: 2023-11-11

Description

Description (EN):

Tourist visits from neighbouring countries are declining, clusters with skills, knowledge & understanding to enter new challenging markets are required. Working with Japanese market experts project will forge new direct market links with Jap TAs & TOs to increase Jap tourist visits. Clusters & good potential from rural tourism (RT) exists in terms of: product quality; demand: Japan (Jap) tourists visit rural areas for natural & heritage culture & use rural SME services; marketing synergy: Tourism Boards in Jap is a key market, project will cooperate in joint marketing with them to Jap TAs & TOs & JATA. Most RT SMEs are small, access to foreign markets & market intelligence for development decisions & efficient market focused growth is difficult. Thus the project will: Shape a RT meta cluster with high capacity to access Jap market, enable its structure & operations & present a significant RT product for Jap travellers; Increase Jap market sales: build direct relationships with Jap TAs & TOs; product innovation & internationalisation; host media & tour operator visits, create press articles & participate in JATA travel market; Build on growth: JTBGMT biggest Japan tour-operator to include Baltics / new Lat-Jap cultural connection film - "Magic Kimono" / LAT SMEs now in the Japanese guidebook on Baltic national handicraft; Build expertise in Jap market to create focused marketing & suitable products; Develop a common guideline/action plan for product development, promotion & marketing; Carry out targeted marketing & promotion to Jap TAs & TOs & JATA. SMEs benefit by: defined Jap expectations, access to travel agencies from Est-Lat-Fin & Jap, knowledge & skills transfer, mentoring, capacity building, customer journeys evaluation, accessible RT market, increased visibility of destination, new wider sales channels & marketing, quality assured cross-border packages, interactive map of cluster packages and entering new markets handbook.

Achievements (EN):

For rural tourism providers in Estonia project CAITO team prepared the “HANDBOOK FOR PROVIDING RURAL TOURISM SERVICES TO JAPANESE TOURISTS”. The handbook aims to help rural tourism companies enter the Japanese tourism market, gathering a wealth of knowledge from interviews with Japanese tourists, tourism companies and tour operators, and an analysis of the expectations and interests of Japanese tourists compared to the products and services offered by rural tourism companies. Interviews and forums with influencers of decisions that have been made through the customer journey have identified problem areas in the transport sector and suggest possible solutions. There are ways to replace sector-based thinking with holistic thinking and activities that could be considered as a basis for innovation. Building a bridge between Baltic rural tourism providers and high-end Japanese end users is a demanding task due to long distances, cultural differences, language barriers and a rapidly changing market. However, it is also an important market both because of its large volume and because it shows Japanese tourists

Website: http://centralbaltic.eu/

Expected Results (EN): R1.3. Number of cluster co-operations exporting to new markets

Expected Outputs (EN):

The project will strengthen the operation of the 3 existing Est-Lat-Fin clusters and create a Est-Lat-Fin rural & small scale tourism meta-cluster with travel agency & intermediary sales & marketing channels to increase RT sales to new non-EU & especially Japanese markets. Outputs ensuring achievement of these include: RT meta cluster with high capacity to access Japanese market, enable its structure & operations & present a significant RT market/product for Jap travellers, hosting media & tour operator visits, create press articles & participate in JATA travel market, analysis of partner exp. in JAP market, database of Jap tour operators interested in Est-Lat-Fin RT, travel publishers (e.g. Lonely Planet, Japanese edition). New marketing materials, marketing channels & cluster co-op for JAP market & an innovative ICT online interactive map tool of the area showing RT providers & local infrastructure. An inventory of EST-LAT-FIN RT SMEs interested in JAP market & specifications for new (& existing) RT products for JAP market Creation of new & additional products & services suited to JAP market at cluster level in itineraries/packages for promotion to the JAP market. Training & human resource development materials & courses based on a market centred approach to products & services focussing on JAP market. Connections made with tourist agencies representing new markets for sales of EST-LAT-FIN rural tourism products who will carry these to the new markets included in finalised marketing plans at 1/ regional, 2/ national & 3/meta-cluster levels. Formation of cross-sectoral collaborations (forums) between businesses, public sectors & academia to assure the quality of the customer journey. Electronic handbook on a new & revised concept(s) for Cluster/Meta-cluster formation & operation in rural tourism. Effectively & efficiently operating clusters at both national (x3) & cross border (Meta Clusters) levels (x1).

Thematic information

Clustering and economic cooperation Tourism SME and entrepreneurship

Specific Objective: More exports by the Central Baltic companies to new markets

Thematic Objective: (03) enhancing the competitiveness of SMEs by:

Investment Priority: (03d) supporting the capacity of SMEs to grow in regional, national and international markets, and to engage in innovation processes

Partners (8)

Lead Partner: Eesti Maaülikool

Department: Institute of Agricultural and Environmental Sciences

Address: Kreutzwaldi 1, 51014 Tartu, Estonia

Legal status: public

Website: http://www.emu.ee

Total budget: EUR 307 029.38

ERDF budget: EUR 260 974.97

Latvijas Biozinātņu un tehnoloģiju universitāte

Name: Latvijas Biozinātņu un tehnoloģiju universitāte

Department: Faculty of Economics and Social Development

Address: Liela street 2, LV-3001 Jelgava, Latvia

Legal status: public

Website: http://www.esaf.llu.lv/

Total budget: EUR 123 482.17

ERDF budget: EUR 104 959.84

Laurea-ammattikorkealoulu Oy

Name: Laurea-ammattikorkealoulu Oy

Department: RDI

Address: Ratatie 22, 1300 Vantaa, Finland

Legal status: public

Website: http://www.laurea.fi

Total budget: EUR 241 506.70

ERDF budget: EUR 181 130.02

Lohjan kaupunki

Name: Lohjan kaupunki

Department: Visitlohja- regional tourism office

Address: Laurinkatu 50, FIN-08100 Lohja, Finland

Legal status: public

Website: http://www.visitlohja.fi

Total budget: EUR 132 320.87

ERDF budget: EUR 99 240.65

Länsi-Uudenmaan Lumo matkailu Oy

Name: Länsi-Uudenmaan Lumo matkailu Oy

Department: N/A

Address: Nummentie 12-14, 8100 Lohja, Finland

Legal status: private

Website: http://www.lumomatkailu.com

Total budget: EUR 72 386.27

ERDF budget: EUR 54 289.70

Helsingin Yliopiston Ruralia-instituutti

Name: Helsingin Yliopiston Ruralia-instituutti

Department: Ruralia-instituutti

Address: Yliopistonkatu 4, 14 Helsinki, Finland

Legal status: public

Website: http://www.helsinki.fi/ruralia/

Total budget: EUR 151 950.00

ERDF budget: EUR 113 962.50

Latvijas lauku tūrisma asociācija “Lauku ceļotājs”

Name: Latvijas lauku tūrisma asociācija “Lauku ceļotājs”

Department: N/A

Address: Kalnciema 40, LV-1046 Riga, Latvia

Legal status: private

Website: http://www.countryholidays.lv

Total budget: EUR 256 928.06

ERDF budget: EUR 218 388.85

MTÜ Eesti Maaturism

Name: MTÜ Eesti Maaturism

Department: N/A

Address: J.Vilmsi 53g, 10147 Tallinn, Estonia

Legal status: private

Website: http://www.maaturism.ee

Total budget: EUR 128 131.25

ERDF budget: EUR 108 911.56

Partners map

Partners and Projects info

Latvia University of Life Sciences and Technologies

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

Laurea Ammattikorkeakoulu

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

City of Lohja

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

Länsi-Uudenmaan Lumo Matkailu Ltd

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

University of Helsinki Ruralia Institute

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

Latvian Country Tourism Association “Lauku ceļotājs”

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

NGO Estonian Rural Tourism

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

Estonian University of Life Sciences

Meta cluster for attracting the Japanese tourism market

Lead partner

Project partner

Summary

Project name (EN): Meta cluster for attracting the Japanese tourism market

Project acronym: CAITO

Project start date: 2016-07-01

Project end date: 2020-03-31

Project status: closed

Total budget/expenditure: EUR 1 413 734.70

Total EU funding (amount): EUR 1 141 858.11

Co-financing sources:

ERDF: Amount, EUR 1 141 858.11.

Documents

Documents on this project are listed below, and organised by category. Please note field "Data source", attached to each document. Keep.eu users are free to use these documents as long as they mention the data source and keep.eu.

Reports

Project Informations

Attachment type: file

Type of document: Report

Data source: http://database.centralbaltic.eu/project/54

Publication date: 2022-11-23

Document date: 2020-03-31

Languages: en

Attachment file: Download

Brochures / magazines / manuals

Rural Lifestyle - EN

Attachment type: file

Type of document: Brochure / magazine / manual

Data source: https://balticsea.countryholidays.info/documents/

Publication date: 2022-11-23

Document date: 2020-03-31

Languages: en

Attachment file: Download

Rural Lifestyle - DE

Attachment type: file

Type of document: Brochure / magazine / manual

Data source: https://balticsea.countryholidays.info/documents/

Publication date: 2022-11-23

Document date: 2020-03-31

Languages: de

Attachment file: Download

Go Rural South Coast Finland / Estonia / Latvia

Attachment type: file

Type of document: Brochure / magazine / manual

Data source: https://balticsea.countryholidays.info/documents/

Publication date: 2022-11-23

Document date: 2018-12-31

Languages: en

Attachment file: Download

Sauna Culture and Traditions - EN

Attachment type: file

Type of document: Brochure / magazine / manual

Data source: https://balticsea.countryholidays.info/documents/

Publication date: 2022-11-23

Document date: 2020-03-31

Languages: en

Attachment file: Download

Go Rural - Food and Drinks - EN

Attachment type: file

Type of document: Brochure / magazine / manual

Data source: https://balticsea.countryholidays.info/documents/

Publication date: 2022-11-23

Document date: 2020-03-31

Languages: en

Attachment file: Download

Go Rural - Practical Guide for Travellers Visiting South Coast Finland, Estonia, Latvia - EN

Attachment type: file

Type of document: Brochure / magazine / manual

Data source: https://balticsea.countryholidays.info/documents/

Publication date: 2022-11-23

Document date: 2017-12-31

Languages: en

Attachment file: Download

Information regarding the data in keep.eu on the programme financing this project

Financing programme

2014 - 2020 INTERREG V-A Finland - Estonia - Latvia - Sweden (Central Baltic)

Last month that data in keep.eu was retrieved from the Programme's website or received from the Programme

2023-11-11

No. of projects in keep.eu / Total no. of projects (% of projects in keep.eu)

137 / 137 (100%)

No. of project partnerships in keep.eu / Total no. of project partnerships (% of project partnerships in keep.eu)

663 / 663 (100%)

Notes on the data

Information provided by the Programme. Achievements were retrieved by Interact from the Programme website (http://centralbaltic.eu/), or a website directly linked from it, on 2021-11-08, 2023-01-12 and 2024-03-08.

Languages

Contact Form

Meta cluster for attracting the Japanese tourism market

Description

Thematic information

Partners (8)

Partners map

Summary

Documents

Information regarding the data in keep.eu on the programme financing this project

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