Goteborg & Co est récompensé au PMF 2013 pour la qualité de son modèle de gouvernance et la permanence de ses résultats en matière d’attractivité touristique, avec une croissance continue et soutenue du nombre de nuitées/an (3.6 millions en 2011, soit 3.8% de plus que l'année précédente) depuis plus de 20 ans. Göteborg fonde sa réussite sur l’organisation d’une gouvernance publique-privée autour de sa promotion touristique intégrant les acteurs économiques importants de l'attractivité. Cela lui a permis de décliner de façon cohérente une vitrine web unifiée comme point d'entrée incontournable et efficace d'information pour les touristes de loisirs ou d'affaire.

1. Présentations
du
Place
Marketing
Forum
2013
14
&
15
Octobre
Centre
des
Congrès
Aix

2. The
Excellence
of
a
governance
and
destination
management
model
Part
1
Claes
Bjerkne
and
Camilla
Nyman
Destination
Development
Göteborg
15/10/2013
Centre
de
Congrès
d’Aix-­‐en-­‐Provence

3. DESTINATIONS ARE PLACES
WHERE PEOPLE WANT TO BE.
THEY ARE SPECIAL PLACES!
THEY OCCUPY PEOPLE S
HEARTS AND MINDS.

4. DESTINATION DEVELOPMENT
GÖTEBORG..

5. HOLISTIC VIEW.

6. Sustainable
tourism
development
requires
a
holis4c
view
based
on
two
perspec4ves:
How
a
des4na4on
can
be
a9rac4ve
for
people
to
live,
work,
study,
visit
and
invest
in.
How
sustainable
des4na4on
development
generates
posi4ve
economic,
cultural,
social
and
environmental
effects.

7. INTHEINTERESTOFTHEGOTHENBURGPEOPLE.
Quality of life
Growth
Confidence
Inspire young people
Strengthen the brand
Tourism revenue
Tax revenues
Creates new jobs
Integration
City renewal
Wider selection of culture,
entertainment and sports,
restaurants, cafés, shopping
facilities etc.

8. INTHEINTERESTOFLOCALPEOPLE.
Growth
Confidence and pride
Quality of life
Strengthen the brand
Tourism revenue
Create new jobs
Tax revenues
Integration
Inspire young people
City renewal
Wider selection of culture, entertainment
and sports, restaurants, cafés, shopping
facilities etc.
COOPERATION.

9. TOURISM PARTNERS

10. PUBLIC PARTNERS

11. CONSTRUCTION & REAL ESTATE COMPANIES

12. MAJOR SWEDISH COMPANIES

13. BANKING & INSURANCE COMPANIES

14. TEAM GÖTEBORG

16. VISION
GÖTEBORG.

17. VISION.
Göteborg shall be a first
choice among cities in
Europe by being:

18. VISION.
One of Europe’s most humane
and attractive city regions to
live, work, study, invest in and
to visit.

19. MAIN
STRATEGIES.

20. STRATEGIES.
 Cooperation
 Active involvement
 Quality products & holistic solutions

21. BUSINESSMISSION.
Göteborg & Co shall, in an
international comparison,
be a leading platform for
cooperation on destination
development.

22. BUSINESSPLANS.
10 – 15 years
Long term vision program
3 years
Mid term business plan
Annual
Short term action plan

23. OPERATIONAL
GOALS.

24. OPERATIONALGOALS.
2014 – 4.000.000
1991 – 1.500.000
Hotel guest nights
2006 – 3.000.000

25. 2014 – € 3
billion
2006 – € 2,5
billion
Tourist turnover
OPERATIONALGOALS.
1991 – € 1 billion

26. 2014 – 20.000 (28.000)
2006 – 17.000 (24.000)
Number of people
full year employed
OPERATIONALGOALS.
1991 – 8.000 (11.000)

27. BALANCED
SCORECARD.

28. BALANCED
SCORECARD.
The
Balanced
Scorecard
divided
into
five
perspec=ves:
1.
Des=na=on
perspec=ve:
• Economic
• Social
• Environmental
2.
Owner-­‐
and
partners’
perspec=ve:
• Sa4sfac4on
• Economic
3.
Visitors’
perspec=ve:
• Events
• Mee4ngs
and
conven4ons
• Business
and
leisure
4.
The
Gothenburg
people’s
perspec=ve:
• Sa4sfac4on
5.
Employees’
perspec=ve

29. FOCUS AREAS.

30. FOCUSAREAS.
The
Product
The
Brand
Accessibility
Organisa=on
and
Financing

31. PRODUCT.
“The
Product”
consist
of
different
sub
categories,
which
need
to
be
considered
when
developing
sustainable
des=na=ons.
City
soul
Architecture
Events
and
event
facili=es
Mee=ngs
and
mee=ng
facili=es
Arts
and
art
facili=es
Food
Accommoda=on
Parks,
gardens,
seaside
Universi=es
in
the
city
centre

32. A broad range of local culture, entertainment- and sports activities
A home game of football & ice hockey in the premier league.
Performance of opera, shows, musicals, concerts,
guest appearance. Exhibitions at museums.
World Championships in figure skating 2008,
European Championships in Handball,
Gothia Cup, Volvo Ocean Race, Göteborg City
Festival, TUR-Fair, Göteborg Book Fair, IADR, The
Swedish Society of Medicine, Da Vinci Exhibition
European Athletics
Championships 2006,
EU-summit meeting2001,
World Championships
in Athletics 1995,
European Championships
Football 1992
EVENT
PYRAMID.
Göteborg Horse Show, Partille Cup, UEFA Champions League, The
Göteborg Film Festival, U2, Metallica.

33. SPORTS EVENTS.
European Championship (EC) in Football 1992
World Championship (WC) in Speedway 1992
WC in Handball 1993
WC in Table tennis 1993
WC in Ice skating 1994
WC in Athletics 1995
WC in Swimming 1997
Tall Ships’ Races 1997
World Gymnaestrada 1999
Gothia Cup
Match Race
WC in Ice Hockey 2002
Volvo Ocean Race 2002
EC in Shooting 2003
WC in Ice skating 2003
WC in Ice skating, Short track 2004
Volvo Ocean Race 2006
EC in athletics 2006
WC in Figure skating 2008
UEFA U21 Championship 2009
EC in Athletics, indoor 2013
EC in Football (Women) 2013

34. ANNUAL EVENTS.
Göteborg Book Fair
Göteborg Film Festival
Göteborg Horse Show
Göteborg Half Marathon
Göteborg Jazz Festival
Göteborg Cultural Party
Göteborg Basket Cup
Gothia Cup
Partille Cup
Swedish Match Cup
Tjörn Runt
TUR (Tourism) – Fair
Göteborg Dance- and Theatre Festival
Christmas City Göteborg
Science Festival
World Youth Games in Athletics
Göteborg Hockey Cup
Way Out West

35. CONCERTS.
Elton John
Madonna
Michael Jackson
Rolling Stones
Frank Sinatra
Bruce Springsteen
Rod Stewart
Three Tenors
Tina Turner
George Michael
Andrea Bocelli
U2
David Bowie
AC/DC
Pink Floyd
Metallica
Paul McCartney
Iron Maiden
REM
Robbie Williams
Gyllene Tider
Dolly Parton
Justin Timberlake
Bob Dylan

36. Meetings
• EAS, Atherosclerosis 2011
• IATA, Flight scheduling 2011
• Heart Failure 2011
• FEBS, Biochemistry 2010
• EADV, Dermatology & Venereology 2010
• ECTRIMS, Multipel Sclerosis 2010
• EBMT, Blood & Marrow Transplantation 2009
• FEMS, Microbiology 2009
• WAS, Sexual Health 2009
• WAN, World Association of Newspapers 2008
• ESTRO, Radiology & Oncology 2008
• EAACI, Allergology 2007
• Swedish Medical Association
• 1998, 2000, 02, 04, 06, 08, 10
• Swedish Dental Association
1999, 2002, 05, 07, 10
• EU Summit 2001
MEETING
CITY.

37. CITYSOUL.

38. Empathic,
crea4ve,
intellectual,
dynamic
Everything
within
walking
distance
Open
&
friendly
people
New
challenging
architecture
Tourism
Mee4ngs
Business
Sport
Events
Culture
Educa4on
Open
Warm
Friendly
Ac4ve
Welcoming
Vibrant
Empathy
Innova4ve
Closeness
Great
variety
Diversity
of
accessible
experiences
in
a
welcoming
atmosphere
BRAND
PLATFORM.
Premium
accessibility
Diverse
city
a9rac4ons

39. Ny bild från
hemkomsten.
THEBRAND.

40. Brand
THEBRAND.

41. ACCESSIBILITY.

42. ACCESSIBILITY.

43. 2011
~
80
2011
~
40
Direct
flights
to
Gothenburg
Low
Cost
Airlines

44. ORGANISATION
& FINANCE.

45. MARKET
Mee=ngs
Tourism
Events
Business
group
Research
sta=s=cs
Visitor
service
Market
communica=on
Media
centre
Finance,
law,
administra=on
CEO
Board

46. ECONOMY2009.
The City 80 000 000
Partners 85 000 000
Products 85 000 000
Turnover 250 000 000 SEK
(~ 30 million €)

47. KEY SUCCESS
FACTORS.

48. KEYSUCESSFACTORS.
 People - Companies - Entrepreneurship
 Strong political commitment
 Long term financial support from national
(governmental) and regional level
 Private Public Partnership
 Holistic perspective
 Visions
 Goals & Strategies
 Distinctive Leadership
 Professional Organisation
 Courage
 Continuity

49. THANK YOU!
www.bjerkne.com