TOURISM KEY TO GROWTH AND EMPLOYMENT IN EUROPE March, 2021

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TOURISM- KEY TO GROWTH AND EMPLOYMENT IN EUROPE
March, 20-21
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Short presentation of Ljubljana Festival

• first organised in 1953 as festival of cultural,
  economic, folkloric, tourist and sport events
• by 1956 famous Slovene architect Joe Plecnik
  transforms Krianke monastery's garden into one
  of the finest open-air theathre in Europe
• in 2000 Municipality Ljubljana entrusted the
  Festival with the management of Ljubljana Castle
  the third most frequented tourist and cultural
  attraction in Slovenia

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Summer festival

• 50 - 70 events each summer (operas, ballets,
  plays, concerts of symphonic, chamber and vocal
  music, concerts of opera arias, jazz, ethno,
  salsa concerts, exhibitions, international fine
  art colonies, open-air cinema)
• hosts 2000- 3000 artists
• more than 50,000 visitors

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Financing

• Ljubljana Festival is public institution founded
  by the municipality of Ljubljana
• municipality provides 25 of the funds
• 30 of income comes from sponsors
• 30 comes from the sales of tickets
• the rest comes through other activities (e.g.
  leasing out premises for various events)

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Marketing / PR

• every year new graphic image design
• various promotional material (printed
  advertisements, radio and TV announcements,
  newspaper announcements, internet advertising)
• promotional campaigns (festival sweets, aprons,
  table covers and napkins which are distributed to
  pubs and hotels in the city centre)
• all promotional activities are designed in
  cooperation with an agency for counselling and
  promotion (regular mailing to the Festival Club
  members, press conferences and special attention
  to sponsors)

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IT applications

• city ticketing system
• more than 300 selling points throughout Slovenia
• via internet and telephone sale
• custom-made internal computer system PEPE
  (planning, evidence, programming, evaluation),
  enables employees insight into all festival
  events, including technical data for individual
  events, planning and monitoring of costs

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Visitors number and characteristics

• 90 from Ljubljana and other major cities
• 10 form abroad
• 2/3 of the visitors are women,
• 45 of visitors have higher education
• the average age of visitors is 41 years
• due to the variety of our programme all age
  groups are represented

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Role in creating new jobs and employment in the
city and region

• Jobs during the festival season
• 29 fulltime employees
• employs 50 additional people during the season
  (technical support personnel)
• 10 additional people at Ljubljana Castle during
  the tourist season (May October)
• The majority of additional staff are students,
  people in the public works programme prepared by
  the Employment Agency of the Republic of Slovenia
• participating in the on-the-job training
  programme
• co-funded by the European Union

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Contribution to increasing income of the
pertaining branches

• 2000 to 3000 artists participate at the Festival
  every year, they on average spend 2 days in
  Ljubljana, this entails certain number of night's
  lodgings, catering and transport services (air
  tickets, local transport )
• around 100,000 visitors visit the summer theatre
  in the Krianke every season, this means
  additional income for local pubs, restaurants,
  taxi services, parking lots, souvenir shops
• more than 500,000 tourists visit Ljubljana Castle
  every year, this also provides income for the
  local restaurants and pubs, public transport,
  taxi services and souvenir shops

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Tourist spending

• Attracting tourists
• Ljubljana had 497,106 night's lodgings in 2005 -
  increased for 9.7 from 2004
• average tourist stay in Ljubljana decreased from
  2.2 day in 2004 to 1.8 day in 2004

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Reasons for the decrease in the average tourist
stay in Ljubljana

• the increased number of congress tourists, since
  the length of their stay is determined by the
  duration of congresses
• with the emergence of two low-budget airline
  companies, Ljubljana became a transit city for
  final destinations (seaside, mountains)
• uncoordinated market appearance of different
  providers of tourist services fails to retain
  tourist in the capital

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The city's destinations

• attract primarily people under 35 with university
  education
• slightly predominant are university educated
  women with relatively high income
• he largest age group are people between 20 and 30
  (DINKIS double income, no kids)
• more than 40 come by air and stay in a hotel

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Cultural heritage and cultural events

• the senior citizens and students are equally
  represented (both 15) among the visitors
  interested in our cultural heritage
• 1/3 of them come without any itinerary
• they usually decide for a guided tour of the city
  or visit museums (40)
• Cultural events are visited mainly by people
  between 20 and 30
• visitors above 50 prefer cultural attractions /
  monuments

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• In designing the marketing strategy special
• attention is paid to
• appropriate target groups
• selection of events
• timely informing of potential foreign visitors
• simplifying the buying of tickets

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Sources of information and trends

• the most important source of information are
  families and friends
• 19 say it is internet
• 10 say it is the tourist boards and
• 5 prefer media
• Age does not play any role when it comes to
  acquiring information via internet
• Older tourists want to book their tickets well in
  advance and are more ardent users of package
  offers
• The trend of visiting less known places and new
  European regions

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Sources of information
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The priorities in Ljubljana for 2006

• improving recognizability of Ljubljana and its
  image
• further improving transport links (air transport)
• improving the regulation of traffic in the city
  centre
• reviving the old city core
• enhancing the use of the river Ljubljanica for
  tourist purposes
• adjusting the structure of lodging capacities to
  the demand

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The identified long-term strategic goals (until
2008)

• prolonging the average stay of tourists to 2.5
  day
• increasing the number of night's lodgings to
  700,000
• increasing the spending of tourist to 87.5
  million Eur per year
• establish low budget airline links with at least
  three new destinations

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