Creating Incentive Travel as a Product for Russian Tourists

Programme 2000 - 2006 Euregio - Karelia (FI-RU)

Date of latest update: 2021-04-06

Description

Description (EN):

Karelia Region for 2006’ programme. Th e starting point of the project was to support growth-oriented rural tourism companies through product development and marketing, with a view to tourism marketing for Russia. Th e essential activities of the project would be establishing new tourism products (incentive products) and marketing and sales of existing rural tourism products to Russia, further developing the rental system for cabins, and increasing the quality of cabins to meet the needs and demands of Russian tourists. Th e quantitative goals of the project included increasing tourism revenues, increasing the number of Russian overnight stays and lengthening the travel season to accommodate Russian tourists.

Achievements (EN):

The project arranged sales and marketing training, language and culture training as well as quality training for entrepreneurs. Four of the 10 companies that participated in the quality training (Pikkukili, Erpaimen, Korintti and Kestikievari Herranniemi) were later awarded the Best in Region title. The cooperative partner network was expanded in Russia: The North Karelia Club network was expanded with three travel agencies from Petrozavodsk, two from Moscow (also with offices in St. Petersburg), and two from St. Petersburg. A video recorded by the director of a Russian travel agency about North Karelia winter activities at Koli, Vuonislahti, Heinvesi and Joensuu was broadcast on television in St. Petersburg, attracting one-and-a-half million viewers. Seven fishing related travel package products suitable for marketing and sales were created during the project. The knowledge of the Russian market obtained earlier was utilised in creating these products; fishing was of interest to Russians during all seasons. The product brochures regarding fishing packages were translated into Russian for the Russian market. The project also attempted to create an Incentive, in other words a reward travel product that could be used by companies to motivate their employees and customers to achieve exceptional results. The aforementioned definition regarding the nature of incentive travel was not completely fulfilled in the project; however, a few of the large travel agencies from the expanded Russian cooperative network included the incentive travel packages directed at companies in their product selections. The actual effect of the project on turnover growth for rural tourism companies was difficult to measure accurately, as the majority of Russians stayed in cabins, which are not included in official tourism statistics. The project did, however, reinforce the connections of North Karelians to Russian travel agencies; therefore, awareness of North Karelia in Russia was increased. Similarly, the project increased the entrepreneurs knowledge of Russia and Russians in the North Karelian travel industry, thereby strengthening the competitiveness of the region. As Russians are clearly the largest group of foreign tourists, it will be important to engage in travel-related development in the future as well to ensure that the region maintains its position as a growing travel destination for Russians.

Thematic information

Tourism Rural and peripheral development

Partners (7)

Lead Partner: Vocational Adult Education Centre of North Karelia, North Karelia Educational Federation of Municipalities

Address: 80101 Joensuu, Finland

Legal status: n/a

Karelia Expert

Name: Karelia Expert

Address: FI-80100 Joensuu, Finland

Legal status: n/a

North Karelia Municipal Education and Training Consortium

Name: North Karelia Municipal Education and Training Consortium

Department: North Karelia College Valtimo

Address: Tulliportinkatu, 80130 Joensuu, Finland

Legal status: public

Website: www.pkky.fi

Baltic Tourist Complex

Name: Baltic Tourist Complex

Address: LV-1050 Riga, Latvia

Legal status: n/a

Prostor Plus Travel Agency

Name: Prostor Plus Travel Agency

Address: 190000 San Pietroburgo, Russia

Legal status: n/a

Intourist

Name: Intourist

Address: 129366 Moscow, Russia

Legal status: n/a

Rural Advisory Centre of North Karelia

Name: Rural Advisory Centre of North Karelia

Address: 87500 Kainuu, Finland

Legal status: n/a

Partners map

Lead partner

Project partner

Summary

Project name (EN): Creating Incentive Travel as a Product for Russian Tourists

Project acronym: Creating Incentive Travel as a Product for Russian Tourists

Project start date: 2002-01-01

Project end date: 2004-12-31

Project status: closed

Total budget/expenditure: EUR 425 881.00

Total EU funding (amount): EUR 350 074.18

Co-financing sources:

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

Financing programme

2000 - 2006 Euregio - Karelia (FI-RU)

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

n/a

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

221 / 221 (100%)

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

591 / 591 (100%)

Notes on the data

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Creating Incentive Travel as a Product for Russian Tourists

Description

Thematic information

Partners (7)

Partners map

Summary

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

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