Meta cluster for attracting the Japanese tourism market

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

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.

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).

Themes

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

Lead Partner (EN): Estonian University of Life Sciences

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

University of Helsinki Ruralia Institute

Name: Helsingin Yliopiston Ruralia-instituutti

Department: Ruralia-instituutti

Address: Yliopistonkatu 4, 14 Helsinki, Finland

Legal status: public

Website (not verified): http://www.helsinki.fi/ruralia/

Total budget: EUR 151 950.00

ERDF budget: EUR 113 962.50

City of Lohja

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

Laurea University of Applied Sciences

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

Estonian Rural Tourism Organization

Name: MTÜ Eesti Maaturism

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

Länsi-Uudenmaan Lumo Matkailu Ltd

Name: Länsi-Uudenmaan Lumo matkailu Oy

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

Latvian Country Tourism Association “Lauku celotajs”

Name: Latvijas lauku tūrisma asociācija “Lauku ceļotājs”

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

Latvia University of Life Sciences and Technologies

Name: Latvijas Lauksaimniecības 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

Summary

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

Project acronym: CAITO

Period: 2014-2020

Date of latest update: 2020-12-14

Website: http://centralbaltic.eu/

Project start date: 2016-07-01

Project end date: 2020-03-31

Project status: closed

Total budget/expenditure: EUR 1 413 734.70

European Union funding: EUR 1 141 858.11

Co-financing sources: ERDF

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Partners and Projects info

University of Helsinki Ruralia Institute

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

Laurea Ammattikorkeakoulu

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

Estonian Rural Tourism Organization

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

Latvian Country Tourism Association “Lauku celotajs”

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

Latvia University of Life Sciences and Technologies

Meta cluster for attracting the Japanese tourism market

Partners and Projects info

Eesti Maaülikool

Meta cluster for attracting the Japanese tourism market

Lead partner

Project partner

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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

2020-11-16

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%)

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Meta cluster for attracting the Japanese tourism market

Description

Themes

Partners

Summary

Partners map

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

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