ITB Garden Tourism. Recipes For Success In An Underestimated Market Segment

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1 ITB 2014 Garden Tourism Recipes For Success In An Underestimated Market Segment Dr. Heike Platter Director of Marketing and Corporate Strategy The Gardens of Trauttmansdorff Castle, Merano/South Tyrol, Italy

2 "The Garden of Eden" by Lucas Cranach der Ältere, a 16th-century German depiction

3 Garden tourism can be specified as a form of tourism, whose geographical / thematic destinations are gardens or parks in their various forms. Gardens and parks are an important part of destinations attractions and help attract visitors. CultTour-INTERREG IVB Project, Tourists visit or travel to botanical gardens, historical gardens and places, that offer garden experiences including garden festivals and events, for a variety of purposes including [soft] education, relaxation and inspiration. Garden tourism is an integral part of the broader travel segment called cultural tourism. Michel Gauthier, CANADIAN GARDEN TOURISM COUNCIL

4 PROFILE OF GARDEN TOURISTS more women than men (about 60:40) garden tourists travel as couples, with friends or family, as a group generally the visitor is 50+, but data shows that younger demographics (30-50) are going to gardens in increasing numbers Babyboomers are currently driving garden visits; they are in decline and being replaced by younger tourists (median age 39) they come for multiple reasons, some are just looking for a nice day out in a nice place they seek authentic experiences gardens are one of the few tourist attractions/products that appeal to all human senses

5 historical modern show

6 EUROPE GERMANY Gartennetzwerk with 22 garden initiatives in 15 federal states: approx. 32 million / year Insel Mainau: 1.2 million / year ITALY Grandi Giardini Italiani Association, 120 gardens: 8 million / year (2013) FRANCE 2.5 million / year (2013) Jardins sans limites / Gärten ohne Grenzen : 300,000 visitors / year Disneyland Paris: dfferent example of garden tourism with 250 ha park as part of theme attractions: 16 million / year AUSTRIA Gartenland Lower Austria: 3 million / year Garten Tulln: 230,000 / year NETHERLANDS Keukenhof: / 8 weeks UK 1/3 of the 31.1 million visitors to Britain (2013) Kew: 1.2 millon / year Chelsea Flower Show: 157,000 in 5 days Eden Project: 1 million / year National Gardens Scheme Open Day: 750,000 / year RHS Worldwide Holidays initiative

7 CANADA 27 million visitors, very active Butchart Garden on Vancouver Island: 1 million visitors per year Canadian Tulip Festival, 60 years of tradition Garden routes: sgardenroute.ca Canadian Garden Council: North American Garden Tourism Conference in Toronto with International, Canadian and North American awards USA More people visit gardens in America than go to Disneyland and Disneyworld combined, and more than visit Las Vegas annually, making Garden Tourism one oft he largest sectors in the US tourism market. Dr. Richard Benfield, Garden Tourism (2013) Longwood Gardens: over 1 million / year Garden Walk Buffalo: largest garden event (60,000 visitors in 2 days) SOUTH AFRICA AUSTRALIA NEW ZEALAND SINGAPORE CHINA SOUTH KOREA

8 LOBBY The World Garden Tourism Council (WGTC) Supported by an international network of gardens, the Canadian Garden Council is leading the initiative to create a World Garden Tourism Council. GOALS To promote gardens and garden experiences as integral components of a destination s cultural and tourism appeal To stimulate more visits and business for gardens and garden events globally For more info: Alison Partridge alison@goinggardens.com

9 The Gardens of Trauttmansdorff Castle: A one-of-a-kind botanical garden A world of experience between nature, culture and art

10 REGION SOUTH TYROL, ITALY THE GARDENS OF TRAUTTMANSDORFF CASTLE 400,000 visitors in 7,5 months 4.jpg TOP ATTRACTION OF SOUTH TYROL ONE OF THE TOP ATTRACTIONS IN THE ALPS

11 VISION The creation of a garden or any other garden initiative is an art form that requires passion and vision. 1988: idea 1994/95: beginning of Construction 7 years of creation 2001: opening of the (public) botanical gardens Owner: Autonomous Province of Bolzano /South Tyrol Operator: Laimburg Estate Management (Research Center)

12 LOCATION AND SETTING Size: 12 hectares Altitude differential: about 100 m Trauttmansdorff Castle with historical reference of Empress Elisabeth and Touriseum 4.jpg mild climate exotic plants for 150 years Italy s northernmost olive grove snowy mountain peaks and palm trees in the basin

13 UNIQUE PRESENTATION memorable unique and innovative Plants take center stage Over 80 garden landscapes with plants from all over the world Divided into 4 garden worlds: Forests of the World The Sun Gardens The Water and Terraced Gardens Landscapes of South Tyrol Artist Pavilions Experience Stations Fauna and flora Scenic viewpoints

14 Mix of botanical gardens and recreational attraction Blooming highlights throughout the garden season Events & colorful supplementary program New attractions continually launched Special exhibitions PROGRAM IN KEEPING WITH THE CONCEPT authentic regional Gardens in Motion

15 VISITOR MANAGEMENT The detail makes the difference The visitor is led from start to finish Guided tours in 5 languages Trilingual signage soft education Shop & Info point Themed gastronomy

16 CREATIVE MARKETING & TEAMSPIRIT The desires of the guest linked to the region Finding innovation in tradition Contributes to sense of identity AWARDS Italy's Most Beautiful Garden 2005 Europe s No. 6 Garden 2006 International Garden of the Year 2013 South Tyrol Experience Packages Gardens & Spa Glaciers & Palms Gardens & Wine Cooperation on local, national and international level

17 400,000 visitors during 7.5-month season entrance fees cover running costs 130 jobs during the season Direct tourism revenue of approximately 40 million Regional added value of about 15 million per garden season

18 THANK YOU!