Fact Sheet
Transnational Soft Mobility and Tourism Marketing Strategy for Transdanube
Regions
Being one of the most important development
factors of Europe, Danube is also set as tourist
destination and product in the same time. As that,
every country along the Danube has a vital role in
making this tourism destination an every product,
experience and attraction sustainable and therefore
available for all future generations. Sustainability is
equally targeting both supply and demand side, and
is based on three major forms of sustainability:
economic, local and sustainability of environment.
Interconnecting factor is soft mobility.
Tourism is certainly one of the fastest growing
industries in the world. Number of tourists in Danube
region is also growing each year, which raises a
question of implementation of sustainable
management principles in practice in Transdanube
countries. Therefore, the need for more sustainable
modes of transfers and transport is inevitable for all
destination management stakeholders in process of
development and promotion of Danube region. This
is making soft mobility inevitable part of sustainable
tourism, which is achieved through the soft mobility
programs.
Aim of the Transdanube is to increase the added
value from tourism for regions along the Danube
river, through mobility & tourism marketing
packages. Added value is best achieved through
cooperation among all involved stakeholders, and
only through mutual cooperation, support and
understanding it will be possible to develop and
market high quality tourism offers along the Danube,
including sustainable mobility solutions – both for
reaching the destination and for mobility within the a
destination.
By developing and implementing soft mobility, added
value can be achieved for all stakeholders. This is
positively affecting local community influences the
diversification of economy. In the same time this
gives another aspect for tourists satisfaction, allowing
them to enjoy the nature, to return to the nature and
to give back to the nature. Therefore, one of the
specific objectives of Transdanube is to raise
awareness, knowledge and promotion for specifically
soft mobility in the Danube region.
Market trends are going in favor of Danube region,
and that is clearly understandable from the current
market overview of Danube region. Total number of
overnight stays in Danube region exceeds 100 million
overnight stays in registered accommodation
facilities. In order to keep the market position as well
as to further develop emerging destination and
attractions, Strategy lists the critical factors that need
to be analyzed in process of realizing soft mobility
practice in Danube region. Factors are categorized
into two segments. First segment is covering
infrastructure issues and factors, and ranging from
conditions of the major and local roads, proximity of
borders, existing soft mobility options and
undergoing
infrastructure
projects
and
environmental and eco-tourism development plans.
Second factor is purely focused on tourism
characteristics, including analyze of current guests
perceptions, present forms of tourism, attitude and
knowledge of locals on soft mobility and destination
management models.
Strategy defines current situation in terms of existing
tourism products and experiences, and after that
proposes tourist markets to target. From the aspect
of geographical location (geo markets) all markets are
divided into three categories. Primary market is s
domestic market, while Germany, Italy and UK are
perceived as major source for tourist interested in
soft mobility modes along the Danube region.
Secondary markets need considerable efforts to be
invested to attract larger number of visits, and
include countries like Belgium, Netherlands and
Hungary. Last, but not least are tertiary market that
need to be monitored on regular basis but with no
any concrete marketing effort. Two key target
markets from the psychographic aspect are: empty
nesters and families with grown up kids.
Product strategy of the Transdanube is based on
reinventing traditional tourism products –touring,
special interests, and nautical travel – into soft
mobility based products. Strategy suggests
connecting tourism and using sustainable
transportation and green activities, and to facilitate
development of additional offer in order to create
complete and coherent tourism product portfolio.
In order to set a quality background and guideline for
further product development and promotion,
Strategy defines a vision. Vision of the Danube region
is umbrella vision of tourist areas: „Soft mobility
represents a unique integrated tool for cooperation
among Transdanube countries and for diversification
and positioning of entire Danube region. As such, it is
a generator of business development, economic
growth and wellbeing of the population in the
Danube region“.
Transdanube marketing proposition: “Making the
Danube, its numerous experiences, attractions and
beauties available to all interested in environmental
friendly behavior and in endless discoveries. Danube,
the lifeline of Europe, allows sustainable
development of locals, higher experiences for tourists
and is allowing bringing back to the nature”.
Four key pillars are identified to support the power of
a brand: differentiation, relevance, respect,
familiarity. In Strategy this is elaborated into details
giving straightforward ways of future steps in process
of creating, communication and managing
Transdanube brand promise: “High market
satisfaction and recognition, based on the new
experiences during ideal holiday, range of diverse
activities in harmonized balance between nature
resources and traditional heritage”.
In order for each country participat in the
Transdanube, to create its own local Soft mobility
tourism marketing strategy, Strategy is accompanied
by Guidelines. Guidelines provided detailed step-bystep approach and guide the local strategies.
Following is the graph that summarizes key steps and
aspects
covered
in
the
Strategy.
Transnational Soft Mobility and Tourism Marketing Strategy for Transdanube Regions
Page 2 / 2