Download WHAT DO WE HAVE IN COMMON IN THE BSR?

_________________________________WHAT DO WE HAVE IN COMMON IN THE BSR?______________________
WHAT DO WE HAVE IN COMMON IN THE BSR?
Review of the national tourism marketing websites: Agora 2.0
subjects and other characteristics in the BSR regions
VisitFinland/Matkailun edistämiskeskus/Finnish Tourist Board
_________________________________WHAT DO WE HAVE IN COMMON IN THE BSR?______________________
CONTENT
Introduction……………………………………………………………………………………
3
Background…………………………………………………………………………………...
4
Table of the main findings…………………………………………………………………..
8
Analyses of the web-sites…………………………………………………………………...
12
Summary………………………………………………………………………………………
32
References……………………………………………………………………………………
33
VisitFinland/Matkailun edistämiskeskus/Finnish Tourist Board
2
To the reader
Do one, more, or even all of the countries in the Baltic Sea region have certain typical
characteristics? This question has been asked in several tourism-related projects concerning the
BSR. Several work groups have looked for and listed shared themes and things that they have felt
these countries have in common – with some of these elements often based on the image created
in the mind.
Authorities would like to see the BSR become more attractive, through joint offerings and a shared
identity. On the other hand, the tourism-related organisations in each country market the things
that they think best promote sales.
The purpose of this survey was to find answers from the point of view of national tourism-related
marketing. This summary of the marketing Web sites for the countries and regions in the BSR was
created from the point of view of an ‘ordinary tourist’. It is not and is not intended to be a scientific
study. The purpose was to see what kinds of themes and images emerge when one is planning a
trip to, for example, the German coast. What do the countries in the BSR emphasise in their
tourism-related marketing? What do their marketing strategies have in common, and what, if any,
unique or striking features do they have? The common factor for these countries is the Baltic Sea.
Therefore, it is interesting to see how, if at all, the Baltic Sea or any bodies of water are utilised in
marketing.
It focused on official Web sites (or sites considered official by the authors of this study) of
countries and regions involved in the AGORA 2.0 project, on emphases shown by these Web
sites, and on themes included in the AGORA 2.0 project (Gothic red-brick style, castles, forests,
sand dunes, and cliffs). The countries included in the survey were Finland, Sweden, Denmark,
Germany (Mecklenburg-Vorpommern), Poland, Belarus, Latvia, Lithuania, Estonia, and the
Kaliningrad region. The survey was carried out as one part of the AGORA 2.0 project (Heritage
Tourism for Increased Baltic Sea Region Identity – natural and cultural heritage).
It is clear that the Web sites propose many more things to see and do than have been included
here. In accordance with the nature of the AGORA 2.0 project, our aim has been to take into
consideration things related to cultural and natural heritage, in particular. Activities will be
mentioned only if they have an especially prominent role on the Web sites. Our purpose was not to
look for any specific shared elements.
The survey was carried out between July and December 2012. Naturally, some of the Web sites
included in the project were updated during this time. What was emphasised or brought to
attention a couple of months earlier was sometimes removed altogether or moved such that
access to the information required several mouse clicks. We did not adjust our findings to match
the Web sites in their newer form. Our starting point was that anything emphasised at a certain
time was considered important in the marketing for that country at that time, and therefore all
findings were included in this summary.
The work has been interesting and inspiring. We hope that it will provide additional perspective on
the shared and unique characteristics of the countries in the Baltic Sea region.
Helsinki, 25 November 2012
Liisa Hentinen
Finnish Touris Board
Terhi Hook
Finnish Tourist Board
3
Katarina Wakonen
Finnish Tourist Board
What do we have in common in the Baltic Sea Reagion?
Thoughts about the image and identity of the BSR, and collaboration in the region
Background
Collaboration across boundaries has existed in the European Union for a long time. Today, the EU
has 27 member states. The purpose of the regional politics in the EU has been to help each region
utilise its opportunities to the fullest. Eleven countries are involved in the BSR collaboration
programme, which promotes regional development through supranational collaboration. It is
therefore desirable that tourism-related matters too be developed through extensive collaboration
of the countries in this region.
In 2012, the Finnish Ministry of Education and Culture commissioned a survey to chart the policies,
projects, and initiatives in the European Union; the Council of Europe’s Cultural Routes
programme; the tourism-related projects included in the Northern Dimension’s tourism-related
cultural partnership; and the tourism-associated projects covered by the EU’s strategy for the Baltic
Sea region from the standpoint of the development of national cultural tourism. Titled
‘Eurooppalainen kulttuuri-matkailun edistäminen ja Suomi – Yhteisistä haasteista laajapohjaisiin
ratkaisuihin’ (‘Finland and the promotion of culture-related travel in Europe – from shared
challenges to broadly-based solutions’), this survey was carried out by Ms Marianne Lehtimäki.
According to the survey, tourism related to well-being, cultural heritage, and nature had the best
prognosis for growth in the EU in 2006. The ‘Action for More Sustainable European Tourism’ report
by the Tourism Sustainability Group, appointed by the EU in 2004, takes into consideration both
the tourism business and the significant interdependency of nature and cultural heritage.
The survey also pointed out that, according to a bulletin from the European Commission in 2010,
titled ‘Europe, the world's No 1 tourist destination – a new political framework for tourism in
Europe’, the political focus is as defined in the Europe 2020 strategy: Europe’s aim is to be the
number-one tourist destination in the world, and the richness and diversity of the various regions of
Europe should be utilised for reaching this objective.
The European Cultural Tourism Network (ECTN) points out that the local and national starting
points for cultural tourism are the local population and their appreciation of their own culture and
heritage. The survey also recommends that cultural heritage be used in the development of the
identity of local people, and it points out that cultural tourism may both benefit from and promote
this strengthening of local spirit. Furthermore, the survey states that a region with several historical
and geographical links is of more interest to foreign visitors than are individual destinations without
other supporting attractions.
The concepts ‘local’ and ‘region’ have no precise definitions, while some concepts used in
marketing for years – such as those of Scandinavia and the Baltic countries – have practically
become brands in their own right. How should these be treated? Are Scandinavia and the Baltic
countries regions within the BSR?
According to a report by Dr Rikard Bengtsson from 2009, titled ‘An EU Strategy for the Baltic Sea
Region: Good Intentions Meet Complex Challenges’, the expansion of the European Union in 2004
turned the Baltic Sea into an inland sea, surrounded by countries that are, in some respects, very
different. Therefore, the BSR seems like a good test area for collaboration within a large region
that can be dealt with as a single unit. The report states the following: ‘Whether the success of
such a macroregional approach depends on efficient allocation of cooperation only, or whether it
also needs a degree of regional identity (cultural homogeneity) remains an open question.’
4
In 2011, under the sponsorship of the Baltic Development Forum, the BaltMet Promo project, and
the City of Helsinki, Prof. Dr Bernd Henningsen discussed the identity of the BSR in his essay ‘On
Identity – No Identity’.
In this essay, he points out how certain political parties tried to create a uniform Baltic Sea region in
the aftermath of the collapse of the Soviet Union and the reunion of East and West Germany. Dr
Henningsen finds that a certain common identity, not likely to be found elsewhere, indeed exists.
By this he refers to political solidarity and the resulting extensive collaboration between civic
organisations in various fields, such as environmental protection, labour markets, research, and
education. Nonetheless, because the joint activities still take place on too small a scale, a positive
image of the unity of the BSR countries has so far not been created.
In his essay ‘Place Branding and Place Promotion, Efforts in the Baltic Sea Region – A Situation
Analysis’ (BDF, BaltMet Promo, partially funded by the European Development Fund, November
2010), Marcus Andersson, Head of the Public Affairs of the Baltic Development Forum, discussed
whether the BSR countries have a visible brand image. His conclusion was that they do not. Those
few studies carried out on the subject support this assertion.
In another paper, ‘Region Branding: The Case of the Baltic Sea Region’, from 2007, Andersson
points out that if the situation is considered in terms of the region branding theory, the Baltic region
has several issues to resolve, the most significant of them being that the region does not have a
single decision-making authority but several and that there is a lack of unity of purpose among its
potential stakeholders. Realising the core idea or the brand story would require strong and
consistent efforts. There are signs of development in the region in this regard, but Andersson
thinks it is still too early to speak of a uniform region with a shared identity, at least in the traditional
respect.
In Finland in 2006, the Uusimaa Regional Council ordered a summary of the development
prospects of tourism in the BSR through 2013. The most important tourism-related visions and
themes of the BSR countries were listed in this summary, and it was noted that a clear conclusion
on the necessity of a joint strategy for the BSR countries could not be drawn. Opinions on such an
idea were either cautiously favourable or slightly unfavourable. The attitude was most clearly
favourable in organisations that co-ordinate collaboration in the BSR (i.e., the BTC and BDF).
Because they operate throughout the BSR, they considered a joint strategy more necessary than
did representatives of individual countries.
Policies and themes shared by several countries included the strengthening of the national
image/brand and association with a certain theme. Theme-based marketing was also considered
important.
Visions and trends mentioned by the countries in relation to the BSR included the following:
Latvia
– The number of trips related to health and well-being and of visits by individual travellers will
increase, as will the importance of environmental protection. Sailing and cruises.
Lithuania
– Interest in cultural and nature-related tourism will increase, and the untouched nature of this
country will attract tourists in the future.
Sweden
– Fragmented and heterogeneous local/regional productisation attracts visitors for short visits (city
breaks, events, responses to special themes). More homogeneous mega-regions, of higher quality,
attracting all visitors and resulting in increasing numbers of visitors. Small tourism-related
companies (such as countryside B&Bs and those offering programme services) are likely to gain
more business. Visitors desire genuine experiences. Stockholm believes there will be an increase
5
in the number of cultural visits and cruise tourism.
Finland
– History, culture, and marine themes will be popular. The number of visits from other BSR
countries will increase. More products suitable for the ageing population will be developed.
Environmental protection and the condition of the Baltic Sea will hold a key position. The cruise
business will continue to flourish, and touring by car around the BSR will gain in popularity.
Estonia
– Cruises and marine themes will gain in popularity. The number of trips related to nature, culture,
and health will increase.
BDF/Denmark
– A uniform brand should be created for the BSR, to be used as a basis for productisation.
BTC
– The Baltic countries and Russia will become more attractive as tourist destinations, while the
market share of the Scandinavian countries and Germany will decrease. City breaks, agritourism,
and tourism related to well-being will gain popularity.
Russia
– Themes are the experience industry, tourism based on sustainable development, youth tourism,
visitors all year round, and increased theme travel (activity-related tourism, agritourism, and
adventures).
With the exception of two persons, all interviewes believed mainly in the value of marketing-related
collaboration.
Nearly every work group looking for common factors, features, products, etc. for the region has
come up with certain themes, including the Hanseatic League, lighthouses, castles, the sauna, and
stories.
As Dr Henningsen points out, the Hanseatic League was only one dominant entity in the history of
the BSR. None of the dominant entities has been sufficiently powerful to give the nine nations,
speaking nine different languages, a shared identity.
The sauna is a Finnish form of bathing culture based on perspiration, which disappeared from the
rest of the Europe two or three hundred years ago. The word "sauna" is Finnish language
(equivalent also in the Estonian language). Finns have been enjoying the benefits of sauna for a
couple of thousand years, and it is an integral part of the Finnish identity. A country of some 5.4
million residents, Finland boasts more than two million saunas. The Russians have maintained
their own bathing traditions (banya). Other bathing forms, equivalent to sauna, for instance, are
turkish hamam and japanese onsen. During the last decades the sauna has spread all over the
world.
According to a study by Lise Lyck,Thomas Fogde-Schmidt and Mads Willemoes Hjardemaal from
the Copenhagen Business School (Development of Transnational Tourism Products),
transnational-tourism-related products are difficult to create. They can only emerge if the product is
transnational in nature (such as cruises on the Baltic Sea), if there is a private organisation of a
transnational character (such as a hotel chain), or if the product is in its first stage of development
(as with themes such as sand dunes).
Several parties have discussed collaboration in the BSR and the identity of its people. Some of
these parties see the people of the region as sharing an identity, while others do not think a
common identity exists – at least not yet.
6
Dr Henningsen, for example, does not wish to use the term ‘identity’. According to him, there are
real and significant features that could be seen as elements of an identity (such as nature,
landscapes, climate, and a history of collaboration and conflicts). Yet he does not think that
‘identity’ is the right word; a sense of ‘we’ might be closer to the mark.
What about the practice? Which cultural and traditional attractions do the BSR countries market on
their Web sites? Are common elements of a ‘we’ feeling discernible?
7
Country
Focus
Marine themes
and waterways
Other aspects of
nature
Culture
Belarus
The official Web site of Belarus is
clearly also a tourism site. Things of
interest to visitors are introduced on
the front page.
Unique characteristics: The
Białowieża Forest, or
Belovezhskaya Pushcha, is the
largest old natural forest in Europe.
The last bison in Europe.
Individual features: Strong folk
traditions and pagan times.
The site is very visual: at the
moment, the main images highlight
winter and snow.
Unique characteristics: The one
and only Santa Claus, the
Moomins.
Individual features: The northern
lights, sauna, ice-swimming and
Sami traditions.
Belarus has no
coastline.
Several national
parks are
highlighted, some
of which are
UNESCO World
Heritage List
sites.
Numbers of
animals are listed
by species.
Collections in three art museums,
Marc Chagall, folklore, folk
traditions, and cultural heritage.
Pagan times. General
information about Belarusian
food.
Nature plays an
important part on
all pages,
regardless of the
theme, region, or
season. An entire
article deals with
forests.
Culture has a strong presence on
the site, with emphasis on modern
culture. Traditions
receive little attention,
while there are several articles on
food.
Forests.
The site highlights selected
strengths.
Unique characteristics: Denmark
is one of the oldest monarchies in
the world.
Individual features:
Viking attractions. Frescoes in
mediaeval churches. Castles and
manor houses. One of the world’s
leading design countries. A cycling
destination. Cosy.
Pictures of dunes and a
lighthouse are shown on
the front page.
The marine theme is
present in the pictures
and text for all regions.
Copenhagen. Small towns are not
mentioned often. Attractions
dating back to the prehistoric and
Viking eras. Mediaeval churches
(frescoes), castles, and manor
houses.
It is pointed out that Denmark is
one of the world’s leading design
countries.
Cuisine from all around the world.
Regional specialities introduced
on the regional pages.
Pictures of dunes and
a lighthouse on the
front page. Dunes are
also highlighted in the
regional pictures and
text.
Danish castles (not
necessarily in the
Gothic brick style).
Prehistoric attractions,
such as the Lady
Stone (Damestenen),
Hesselager’s Stone
(Hesselagerstenen),
and Carlsstenen.
http://www.belarus
.by/en/
http://www.belinto
urist.com/eng
http://president.go
v.by/en/press2373
9.html
Finland
http://www.visitfinl
and.com
Denmark
http://www.visitde
nmarkcom/engb/denmark/tourist
-frontpage-uk
There are 11,000 lakes
and 20,000 rivers.
Waterways hold a
prominent role in the
pictures and texts (In
themes, on the regional
pages, and even on the
culture pages). One of
the articles is dedicated
to waterways.
AGORA 2 themes
Castles, forests, cliffs,
dunes, Gothic brick
style
Ancient forests.
Country
Focus
Marine themes
and waterways
Other aspects of
nature
Culture
Estonia
Changing seasons are taken into
account on the site. Selected
attractions (themes and
destinations).
Unique characteristics: Folklore is
highlighted (‘Estonia is second only
to Ireland in Europe when it comes
to folkloric history, stories, legends
and songs’), and Estonia has one
of the densest meteor-crater
concentrations in the world.
Individual features: The Estonian
Song Festival, ghosts and legends,
spas, bogs, limestone cliffs, and the
‘fifth season’.
Spots for watching water
birds.
National parks,
sandy beaches,
meteor craters,
etc.
Folklore, and unique local and
regional characteristics.
Manor houses, several manorhouse and other tours (related to
themes such as the Middle Ages
and the Hanseatic League).
Legends and stories. Tallinn City.
Small size is noted as a strength,
yet small towns and villages are
not highlighted much.
Over 600 restaurants are listed,
and those serving Estonian food
can be found through an
additional search.
The site has a very practical
approach. The content is based on
selected highlights, which
emphasise both cultural products
and nature.
Unique characteristics: As it is in
many other countries, nature is
considered to show uniqueness.
Individual features: Gothic brick
architecture.
This is not actually a tourism site.
It is fact-based, with the most
important travel-related
information.
Unique characteristics: The
richest amber mine in the world.
The Curonian Spit.
These are among the
main attractions in the
area. A land of a
thousand lakes.
http://www.visitest
onia.com/en
Germany
(MecklenburgVorpommern)
http://www.aufnachmv.de/index.php?l
ang=2
Kaliningrad
http://www.kalinin
gradcity.ru/eng
(http://www.visitkal
iningrad.com)
Recommendations by
the Estonian Tourist
Board. The largest of
the four pictures depicts
the coastline, and there
is also a picture of a
lighthouse. Deserted
sandy beaches.
Nature-watching
(mainly birdwatching) and
large predators.
There are over 1,500
islands.
These are present
through activities.
Untouched
nature.
UNESCO World Heritage List
sites, cities, castles, and cultural
events.
The pre-WWII era and history of
the World Wars.
Two small villages are
mentioned.
Cuisine: A list is provided, with
71 restaurants serving European
food and 46 serving Russian
food. Further information is not
provided.
9
AGORA 2 themes
Castles, forests, cliffs,
dunes, Gothic brick
style
Approximately 50% of
the country covered by
forest. One of the
most important forestpreservation areas in
Europe is found on the
northern coast.
Mustjala or the Panga
limestone cliff in
Saaremaa.
Castles.
Forests.
Gothic red-brick
style.
Rocks.
Country
Focus
Marine themes
and waterways
Other aspects of
nature
Culture
Latvia
A versatile site that offers a wide
perspective on the tourism-related
offerings of the country. The
changing pictures at the top
strongly emphasise nature and
forests.
Unique characteristics: Nature,
cultural diversity, and population. A
bridge between East and West.
Individual features: Pilgrimages
and religious tourism. Military
tourism.
Over one third of the
country is bounded by
the sea. Both culture
and nature activities are
available on the coast.
Half of the country is
covered by forest.
Both easier and more
demanding activities
are available.
The rich and versatile cultural
heritage is given a central
position.
Heritage is highlighted:
UNESCO World Heritage List sites
are emphasised strongly.
The cultural heritage is also visible
in the proposed routes: the Amber
Road, Via Hansa, and Pilgrim
Route.
Unique characteristics:
Carpentry, cross-making in
particular, has a prominent role.
The geographic centre of Europe
is near Vilnius.
Individual features: UNESCO
List items, the Curonian Spit,
dunes, and folk-music traditions.
Marine and aquatic
themes have a strong
presence in the
pictures, including those
that depict cultural
themes.
In the text, the themes
are discussed to some
extent in the section on
nature.
‘Nature’ is one of the
main headings.
The contents deal
mainly with protected
areas, national parks,
and the Lithuanian
Blue Flag Beaches.
Culture is highlighted, with a
clear focus on cultural
heritage.
History and tradition are
present both in the text on
cultural themes and in regional
introductions.
The UNESCO World Heritage
List sites are mentioned
separately.
http://www.latvia.tr
avel/en
Lithuania
http://www.lithuani
a.travel/
10
AGORA 2 themes
Castles, forests, cliffs,
dunes, Gothic brick
style
Castles.
Forests.
Dunes.
Gothic red-brick
style.
Dunes are clearly
highlighted in both
pictures and text.
Castles feature in
pictures as well as in
text in the section on
cultural heritage.
Forests feature in
pictures and are
mentioned in the
section on national
parks, but they are not
highlighted in textual
material.
Country
Focus
Marine themes
and waterways
Other aspects of
nature
Culture
Poland
At the moment, mountains,
landscapes, and winter feature
prominently in the pictures.
However, the text focuses more
on culture.
Unique characteristics: Several
underground tourist trails, the
most unique of which is the
Wieliczka Salt Mine, situated 125
m underground.
Individual features: The Jewish
cultural heritage.
Waterways feature in
the text, in the section
on nature, but are less
prominent in the
pictures.
Strong emphasis on
mountains. National
parks are clearly
highlighted in the
section on nature.
Culture, events, art, and food
are clearly highlighted in the
text.
A versatile site. Topical subjects
are highlighted.
Individual features: Swedish
Lapland, the northern lights, and
Sami culture.
Unique characteristics: The
unique Viking culture.
These are present
through the regions and
activities.
The wilderness,
Swedish Lapland, and
the archipelagos.
Everyday life in Sweden, along
with Swedish traditions and
ways of life. History and the
present. Current names in
popular culture.
http://www.poland.
travel
Sweden
http://www.visitsw
eden.com/sweden/
11
AGORA 2 themes
Castles, forests, cliffs,
dunes, Gothic brick
style
Castles.
Forests.
An awareness survey
on the AGORA themes
is very prominent on
the front page of the
Polish site.
Castles.
Forests.
_________________________________WHAT DO WE HAVE IN COMMON IN THE BSR?______________________
Analysis of the web-site
BELARUS
http://www.belarus.by/en/ – the official Web site of Belarus
http://president.gov.by/en/press23739.html
http://www.belintourist.com/eng
In addition to the official Web site of Belarus, we studied the following Web sites:
http://president.gov.by/en/press23739.html , which also provides information on tourist attractions,
and http://www.belintourist.com/eng/learn_about_belarus/ , which belongs to an organisation
denoted as a national travel agency and to which there is a link from the President of Belarus’s
Web site. Although only one of the headings on the front page (‘About Belarus’, ‘Travel’, ‘Business’,
and ‘Government’) is related to tourism, the site is clearly a tourism-related site also. The first page
lists things that might be of interest to visitors (culture, natural history and wildlife, cuisine,
architecture, climate, etc.). The same list is utilised when the various themes are discussed.
Essential travel information is provided under the heading ‘Travel’, with emphasis on the history of
the country.
According to the site, vegetation covers 93% of the country, with 1/3 of it being forest. The country
boasts several national parks, some of which are on UNESCO’s World Heritage List. The
Berezinsky Biosphere Reserve is part of UNESCO’s Biosphere Reserves World Network.
Marine themes: Belarus has no coastline, but there are over 20,000 rivers, with a total length of
91,000 km. These flow into either the Baltic Sea or the Black Sea. With 11,000 lakes (whose total
surface area is approximately 2,000 km²), Belarus is often called a land of lakes. The site also
mentions that there are a lake district and a forest district in Russia.
The Culture section mentions art-museum collections and the works of Marc Chagall. Folklore,
which dates back hundreds of years, is also highlighted, and the site points out that traditional and
folk music are still popular. Of six smaller pictures in this section, two depict folklore.
The country’s rich cultural heritage is mentioned in the ‘Things to do’ section also, and a link to the
‘Culture’ section is provided. The site introduces the friendly people, multi-culturalism, traditional
arts and crafts – knitting, glass blowing, carpentry work – national costumes, and the Father Frost’s
Residence.
The Cuisine section provides extensive general information about Belarusian food.
Unique characteristics: The Białowieża Forest, or Belovezhskaya Pushcha, is the largest ancient
forest in Europe. It was mentioned in writing even in the 5th century BC, by Herodotus. Belarus
boasts the largest bison population in the world – and the last remaining in Europe. The majority of
the animals live in the Białowieża Forest.
Individual features: Strong folklore tradition and pagan times.
http://www.belarus.by/en/
13
FINLAND
http://www.visitfinland.com
Finland’s official travel site differs significantly from the other travel sites discussed. The site is very
visual, consisting mainly of images and the themes are introduced mainly through pictures. Large
pictures convey the desired image. The entire content of the sites is composed exclusively of
magazine-style articles which have been collected under three main themes or, alternatively, under
four main regions, which serve to illustrate the main offerings. However, there are no sub-menus,
which renders gathering information on any given topic more challenging.
Currently, winter and snow feature prominently on the site through human activities: pictures show
Lappish Nils-Matti and his reindeer in a wintry setting, an ice-swimmer, and a sauna. Individual
topics, also featuring winter, such as husky tours, the northern lights, skiing, and Santa Claus, have
been highlighted in the main articles below the main pictures. The effect is very active and wintercentred. The main marketing themes in the top-level menus are ‘Silence, please’, ‘Cultural Beat’,
and ‘Wild & Free’. These offer a large variety of articles on different topics, making it rather difficult
to fathom the main message for each theme. At the moment, the main pictures for each theme
depict snow and the winter. There is a brief explanatory text passage below each thematically
oriented main picture. The text for ‘Silence, please’ highlights elements of a peaceful holiday, such
as a cottage by the lakeside, the sauna, the northern lights, berry-picking, igloo accommodation,
and cross-country skiing through snowy landscapes. The text for ‘Wild & Free’ focuses on winter
and summer activities, such as ice-swimming, reindeer rides, fly-fishing, shooting the rapids,
mountain-biking, and jet-skiing. The ‘Cultural Beat’ text highlights Finnish design and architecture
(East/West), Santa Claus, music festivals, culinary specialities (sal ammoniac sweets and ‘lörtsy’
pies), special events, and fashion. The articles collected in these sections cover an extensive
range of topics, with dozens of articles on each theme.
Culture: The ‘Cultural Beat’ section creates a very contemporary image of Finland, with nothing
old or traditional in the pictures, apart from Santa Claus. Culture features prominently in the articles
in this section, and it is also the clearest of the three thematic entities (‘Silence, please’, ‘Wild &
Free’, and ‘Cultural Beat’). Depicting Santa Claus and a Lappish shelter, the images for the first
articles in the cultural section highlight winter. Other pictures depict food, the sauna, and the
performing arts. The look is very modern. Traditions, traditional cultural heritage attractions – such
as buildings, churches, arts, museums, cityscapes, architectural attractions, and history – are not
highlighted at all.
Cultural traditions are not discussed much, apart from Sami culture. A search with the word
‘heritage’ only yields a list of articles related to UNESCO, the Suomenlinna fortress, and a general
introduction to the cities of Rauma, Turku, and Helsinki. The cultural section emphasises
contemporary life. A search with the word ‘tradition’ finds articles about Christmas and Midsummer,
but the results also include articles about modern topics.
Nature and waterways: Culture and nature are highlighted equally and clearly. Regions and
seasons are also included in the top-level menu on the main page. Various regions stand out well
in the pictures, with emphasis on either nature or culture. Nature is also depicted through the
articles under ‘Seasons’.
Many of the pictures in the regional articles as well as the articles in the ‘Wild & Free’ and ‘Silence,
please’ sections depict waterways. The ‘Cultural Beat’ section features fewer pictures of water,
giving, however, still an impression of its importance in the Finnish way of life through e.g. cottage
life. Waterways are mentioned in various articles, but they do not have a section of their own. Even
so, there is one article focusing on the topic of waterways, titled ‘The Water of Life’, which can be
found in the ‘Silence, please’ section after several mouse clicks. This article highlights the number
14
of lakes in Finland: ‘The forested landscape is dotted with patches of water – or, in some areas,
vice versa – so numerous they have earned Finland the nickname “the land of the thousand lakes”
--- as there are a total of 188 000 lakes in Finland. From the metropolitan area around Helsinki all
the way up to Inari in Lapland, Finland is filled with oases of the clean blue.’
AGORA themes: By far the most prominent AGORA theme on the site is forests, which feature in
landscape pictures, in particular. An entire article, titled ‘The Forest – a Finnish Favourite’, is
dedicated to woods. The search function finds 22 articles related to forests, and they feature also
in the sections on seasons, activities, landscapes, and cottage life, and on the regional pages. The
site says: ‘Around 65 per cent of Finland’s total land area is covered in forest.’ Cliffs feature in the
main picture in the ‘Coastal Areas and Archipelago’ section, but they are not mentioned in the text.
Unique characteristics: The one and only Santa Claus, the Moomins.
Individual features: The sauna is the most prominent. The Sami people and their traditions are
also highlighted. ‘Why Finland’ text also highlights the northern lights and ice-swimming.
http://www.visitfinland.com
15
DENMARK
http://www.visitdenmark.com/en-gb/denmark/tourist-frontpage-uk
http://www.visitdenmark.com/en-gb/denmark/tourist-front page
The changing pictures on the front page highlight families with children, the Danish coastline, the
history of Denmark, and Denmark as a country of stories. The coastline is shown in a picture of
dunes and a lighthouse. The marine theme is also strongly present in all pictures and text about
the Danish region (dunes and the Wadden Sea). Cycling too is highlighted on the front page. In
late November, Christmas in Denmark was also represented in these main images.
The pages for all regions are uniform in their design, with five highlights or ‘must-sees’ described in
a few sentences each and five attractions listed, alongside their opening times and the admission
fees. Other entities highlighted on the regional pages (with up to four highlights for each region, in
addition to the five mentioned above) include culture and cultural traditions, cities, special foods
(for a few regions), and the sea and coastline.
Denmark makes extensive use of its well-known attractions and characteristics, from the phrase
‘the world’s cosiest capital’ on the home page to expressions such as ‘the best chef’, ‘the best
restaurant’, ‘the world’s cycling destination’, ‘the world’s most-visited seasonal theme park’, ‘the
world’s best-preserved renaissance water castle’, and ‘Aarhus – the happiest city in the world’ in
other text.
Culture: Copenhagen offers plenty of cultural attractions, such as events and exhibitions. These
can be found in the ‘Planning your trip’ section, under the heading ‘Practical information’, which
directs the reader’s attention to the more than 600 frescoes in Denmark’s approximately 1,800
mediaeval churches. Seventeen cultural attractions (such as churches, monasteries, parks, and
prehistoric attractions) are listed in the same section, under the heading ‘Listings’. Each region has
a ‘Culture and heritage’ section, which highlights things such as the Vikings (burial grounds and
fortresses), marine history, geological heritage, the Middle Ages, castles (Hamlet), and manor
houses.
Castles and manor houses are a common attraction for all regions, and they also provide
accommodation. The site points out that Denmark is one of the oldest monarchies in the world, and
that this fact is illustrated by the many magnificent castles, manor houses, and gardens. Many of
these are still used by the royal family, and most of them are open to the public. The royal house is
highlighted in other ways also.
Design hotels are specifically mentioned as accommodation options, and Danish design is
highlighted in the ‘Shop in Denmark’ section under ‘Things to do’, which presents Denmark as ‘one
of the hottest design nations on the planet’. Two of the great Danish designers are mentioned by
name: thanks to legends such as these, it says, Denmark has become one of the leading design
countries in the world. Small towns are named on some regional pages, although nature is
generally highlighted more than towns. Fishing villages and small towns are mentioned in the
section for North Sealand.
Cuisine: The main pages do not emphasise food in particular. There is a subsection on ‘Food in
Denmark’, though, which says that there are 12 Michelin-starred restaurants in Denmark.
Specialities mentioned include smørrebröd, hot-dog stands, and Danish pastries. The emphasis is
on restaurants, and the site says that Denmark offers cuisine from all over the world – it is a ‘foodie
heaven’. Regional specialities are listed on the regional pages, apart from a couple of regions.
They are described briefly under ‘Culinary specialties’, in the same manner for all regions. Often
these sections include descriptions of local places to eat. The site also reveals that hundreds of
Danish families have promised to host guest dinners.
16
Unique characteristics: Denmark is one of the oldest monarchies in the world.
Individual features: Viking attractions; lots of mediaeval churches, for a country of this size; and
the frescoes in these churches. Castles and manor houses. One of the world’s leading design
countries, cosy, child-friendly and a good cycling destination.
http://www.visitdenmark.com/en-gb/denmark/tourist-frontpage-uk
17
ESTONIA
http://www.visitestonia.com/en
The things listed on the front page as the most attractive in Estonia include designer and fashion
shopping in Tallinn, Tallinn itself as a capital, nature holidays, wellness spas, and 10
recommendations from the Estonian Tourist Board (as the 10 most attractive visitor destinations).
One of the main themes on the front page is nature holidays.
Marine themes: The largest of the four pictures on the page depicts the coastline, and there is
also a picture of a lighthouse (as of autumn 2012). The site says that Estonia has over 1,500
islands. The inhabited ones offer opportunities to get to know the traditional culture. A list of the
islands and pictures of the coastline are also provided.
The tourist destinations consist primarily of nature-related destinations, such as national parks,
meteor craters, bird-watching spots in the wetlands (Maatsalu being one of the most important in
Europe), and the limestone cliff – which is called ‘the symbol of Estonian nature’. Some passages
also mention forests. Approximately 50% of Estonia is covered by forests, and many hiking routes
run through national parks or nature reserves. Estonia has more bogs than all but two other
countries in the world. It also boasts one of the world’s densest concentrations of meteor craters.
The ‘Activities’ section provides a long list of activity opportunities, including bird-, animal-, and
nature-watching as well as photo-hunting. The majority of the activities suggested are related to
bird-watching, and Estonia is said to be a true bird-watcher’s paradise.
The time of year is obvious from the site: on mid-October, the main picture on the front page
depicted winter, and a click on the image provided further information on winter in Estonia. Below
this picture, there is a collage of 12 images marketing various events. Of these, two depicted
Christmas, one depicted Martinmas, and one showed a folklore event.
An interactive map on the front page lists various attractions, events, and routes. The Estonian
spas, for example, have been divided into categories: spas, medical spas, and wellness spas. The
map also shows the location of numerous attractions, such as museums, handicraft shops,
lighthouses, natural attractions, and national parks, as well as manor houses and manor tours,
complete with opening hours, prices, and historical details. There are also other tour options, with
themes such the Soviet era, the Middle Ages, the era of the Hanseatic League or of Russian or
Swedish dominion, art and galleries, culture and cultural heritage, religion, nature, and design and
fashion in Tallinn.
Under the heading ‘About Estonia’ on the front page, there is a section titled ‘What is so special
about Estonia?’. Here the reader will find information on topics such as the mediaeval Old Town of
Tallinn, deserted beaches (‘Estonia’s coastline has hundreds of deserted beaches...’), forests
(‘Estonia is about 50% forest. Hiking trails criss-cross the forests, many of which are protected or
part of National Parks.’), ice roads (‘driving on the frozen sea is unforgettable’), manor houses (‘In
1913 there were 1245 manors, but now about 200 manor houses under state protection, 100 in
active use’), medieval castles or their ruins, wild animals (including predators, such as bears,
wolves, and lynxes), and folklore.
Culture, cultural heritage in particular, is highlighted to a great extent. This theme is included under
two headings on the main page: ‘Things to See and Do’ > ‘Cultural Holiday’, and ‘Destinations’ >
‘Cultural Treasures’. The latter emphasises the local and unique features of various regions. In
2003, UNESCO declared Estonia’s Song and Dance Celebration tradition a ‘Masterpiece of the
Oral and Intangible Heritage of Humanity’.
18
The small size of the country is considered a strength, but small towns or villages are not
highlighted much.
Cuisine: In the list of options that opens when one uses the search field on the front page, the
option ‘Food and eating out’ yields over 600 results. An additional search can be performed to
show those restaurants offering Estonian food. Otherwise local food is not highlighted.
The site includes a section for what is said about Estonia in blogs, on YouTube, etc. On midOctober 2012, the main page showed 10 Facebook messages, with topics ranging from the
increasing popularity of bear-watching in Estonia and Estonia’s fame for using lots of wood in
design to the marketing of summer activities and national costumes of an Estonian fashion artist.
Unique characteristics: Folklore is highlighted (‘Estonia is second only to Ireland in Europe when
it comes to folkloric history, stories, legends and songs’), and Estonia has one of the densest
meteor crater concentrations in the world.
Individual features: The Estonian Song Festival, ghosts and legends, spas, bogs, limestone cliffs,
and the ‘fifth season’.
http://www.visitestonia.com/en
19
GERMANY – Mecklenburg-Vorpommern
http://www.auf-nach-mv.de/index.php?lang=2
The official travel site for the Mecklenburg-Vorpommern region is highly practical, providing
concrete information for anyone planning a visit to the area. The highlights on the front page
introduce various tourism-related offerings in the region. Instead of attempting to cover all
possibilities on offer, the site only introduces selected entities. External links are provided on
certain topics, leading, for example, to the region’s cultural portal, which has much more extensive
content, primarily aimed at domestic visitors and inhabitants of the area.
A highlight on the main page at the time of visiting is Christmas markets. Several destinations and
travel package options are introduced, and castles, gardens, cities, UNESCO World Heritage List
sites, events, the Hanse Sail, nature and active holidays, and the history of East Germany are also
covered on the main page. Five ‘must-see’ destinations have been picked out. Of these, Rügen
Island, Schwerin Castle, and UNESCO World Heritage List sites Wismar and Stralsund mesh with
the AGORA themes.
The site takes a very practical approach, introducing activities and giving tips. Travel offers are also
included. Concrete needs of travellers are met and efficient virality of the content is supported
through the option of sharing articles via Twitter, Facebook, and Google+ or sending them by email. The symbols of these social media are clearly visible on each page.
Culture: Culture is introduced together with events and various forms of art. There are brief
articles about topics such as art history, eating, and drinking. The cultural history of the region is
present in the castle introductions.
Nature and waterways: Lakes and the sea are among the most important attractions in the
Mecklenburg-Vorpommern region. For a country of its size, Germany has a relatively short
coastline. This makes the sea a very attractive tourist destination even among domestic visitors.
Untouched nature, fresh air, and clean water are rare and in high demand in a country as densely
populated as Germany. All of these are emphasised on the travel site for MecklenburgVorpommern.
Mecklenburg-Vorpommern is called a land of thousands of lakes. The 2,000 lakes and the many
rivers in the state offer many opportunities for aquatic pleasure. The element of water plays an
important role in many travel packages and activity options. Peace, quiet, and relaxation
opportunities are promised to visitors interested in well-being, while the opportunities for
exploration and activities are also emphasised. Nature is highlighted through activities.
AGORA themes: In addition to the sea, the main emphasis is on UNESCO World Heritage List
sites, castles, manor houses, and parks. Monumental brick churches, fairytale castles, mediaeval
legends, and other attractions offer visitors opportunities to learn about the history of the state.
Besides history, castles provide accommodation opportunities.
Forests are mentioned in passages on nature, nature reserves, and national parks.
The Gothic red-brick style has its own page, which is on the same level in the hierarchy as pages
for castles, parks, and manor houses. In Northern Germany, red-brick buildings are an important
part of the cultural heritage. Significant sums have been invested in their protection and
maintenance. The BSR has three travel routes, along which there are more than 200 brick
churches. The purpose of these routes and travel catalogues is to inform visitors of the unique
nature of the Gothic brick architecture.
20
One more AGORA theme is addressed by Rügen Island, an important travel destination included in
the five-item ‘must-see’ list on the site.
Unique characteristics: As it is in many other countries, nature is considered to show
uniqueness.
Individual features: Gothic brick architecture.
http://www.auf-nach-mv.de/index.php?lang=2
21
KALININGRAD
http://www.visitkaliningrad.com/
http://www.kaliningradcity.ru/en/index.php
http://www.visitkaliningrad.com/: The front page of this free guide to Kaliningrad shows one picture
of the domes of an Orthodox church. All sights, hotels, events, museums, shops, and
transportation options are listed here. Each item has its own page, with the attractions listed in
alphabetical order, with a link to each attraction’s own site.
http:/www.kaliningradcity.ru/eng: This site is not actually a tourism site; it mainly provides factual
information. On the left side of the front page, there is a list with the following items: ‘Timetables’,
‘Sightseeing’, ‘Hotels’, ‘Restaurants’, ‘Car Rental’, ‘Performers’ (14 performers of various arts),
‘Shopping’, and ‘Famous People’. Souvenirs and ceramics are listed as separate search words
under ‘Shopping’. All information is provided in the form of lists, with key information on the topic,
its history, etc.
Marine themes: The articles on the site in late November / early December directed attention to
the Baltic Sea, the Curonian Spit, and life on the coast now and in the past.
Culture: At that time, the site stated also that the city used to belong to Germany and that traces of
those days are still visible in the form of many statues, bridges, buildings, and churches from that
time. Eight fortresses or castles are mentioned by name. There are also attractions related to
World War II. The reader is directed to the museums as a place to learn about the historical
heritage of the city. Parks are highlighted.
Two small towns are mentioned also: Zelenogradsk, an old but well-preserved holiday destination
dating back to the Prussian era, and Yantarny, an amber-mining town.
Cuisine: Items under ‘Restaurants’ are listed by the type of food they serve, such as Spanish food
or fast food. There are 71 restaurants serving European food and 46 serving Russian food. Further
information is not provided.
Unique characteristics: Kaliningrad boasts the riches amber mine in the world. The Curonian Spit
is an area unlike any other in Europe. One of the first national parks in Russia can be found here.
Individual features: History; the German years and World War II as still visible.
22
http://www.auf-nach-mv.de/index.php?lang=2
23
LATVIA
http://www.latvia.travel/en
Latvians’ pride in the exceptional history of their country is apparent on this site. Latvia has an
eventful past, and the country has managed to preserve its national identity and keep the Latvian
language viable. The country’s location at the meeting point of East and West, North and South
has given rise to a unique cultural environment with elements of various traditions. Cultural
diversity forms part of Latvia’s allure.
Latvia’s official tourism site presents the country as compact and versatile. The slogan used on the
site, ‘Best enjoyed slowly’, refers to the extensive travel opportunities offered by this country. The
section headings ‘Relax’, ‘Enjoy’, and ‘Experience’ further support this message, and the sections
themselves suggest a wide variety of things to do. The site is designed to provide visitors with an
idea of the rich and versatile cultural heritage of Latvia. Several alternatives are provided for
various target groups, the message being that Latvia offers something for everyone. The idea is
the same also on the pages for specific regions and themes.
Latvia emphasises both the ecological and safety aspects of travel.
Culture: Latvia’s rich and unique cultural heritage is a result of the mixing of many cultures. It also
forms an important part of the country’s allure and is utilised extensively in tourism-related
marketing. Culture is covered extensively, from history, religion, and traditions to modern cultural
trends. The country offers both small-town charm and city attractions.
An interesting way of offering visitors cultural experiences is by giving them opportunities to take
part in hands-on activities, such as the production of ceramic products. Various cultural events and
festivals (such as mediaeval or fishing festivals and song and dance celebrations) provide visitors
with opportunities to learn about living folk traditions.
Pilgrimages and religious attractions are taken as the foundation for another type of cultural
tourism.
Nature and waterways: The Baltic Sea is closely connected to life in Latvia. Over a third of the
country is bounded by the sea. The coastal areas have plenty to offer to nature- and culturelovers, from easy to more intensive activities. Holiday resorts, fishing villages, quiet nature,
relaxation, sailing, and culinary pleasures are all on offer. Dunes are described as a highlight of
the Baltic Sea coast, along with lighthouses and fishing villages.
Latvia has 777 rivers that are more than 10 km long and 17 that run for over 100 km. Popular
aquatic travel offers both social interaction with friends and exciting adventures, and the site
provides lots of tips about various aquatic activities.
Half of Latvia is covered by natural forest. There are four nature conservation areas and national
parks, and the country has 21 nature reserves also. The introductory passages emphasise
environmental values, nature conservation, and the purity of nature. Suggestions for activities
range from relaxing walks to wild-animal-watching.
AGORA themes: Latvia’s official site mentions several castles, fortresses, and manor houses,
which serve as reminders of important events in the history of Latvia, the Baltic States, and
Europe. Castles and manor houses are dealt with also as accommodation options and relaxing
attractions. The main article includes links to introductions of individual castles and manor houses.
In addition, castles are highlighted through the site administrators’ recommendations.
24
Forests hold the starring role on the front page with its changing pictures of forests. Furthermore,
forests are mentioned in many of the articles, often from the perspective of well-being, activities, or
local ways of life. There are articles about how one can relax in the forests by picking berries,
mushrooms, and herbs and watching wild animals, or engage in more demanding activities.
Dunes have a special position as objects of preservation in Latvia, and they are highlighted on the
site, especially in conjunction with the presentation of travel ideas. However, they are not
introduced in isolation.
The Gothic red-brick style is not highlighted specifically as such, although the red-brick bridge
across the Venta River is mentioned. Completed in 1874, the bridge is the longest of its kind in
Europe.
Unique characteristics: Latvians consider the country’s nature, cultural diversity, and population
unique. As a bridge between East and West, the country’s location is exceptional.
Individual features: Pilgrimages and religious tourism. Military tourism.
http://www.latvia.travel/en
25
LITHUANIA
http://www.lithuania.travel
The Lithuanian site places strong emphasis through pictures on marine themes, waterways,
culture, and dunes. Culture is the most common topic in the headings on the main site, and it also
dominates the headings for the tour routes. In pictures, however, culture features among nature, as
seen in the pictures of the ancient Kernavė fortress hills, the Pažaislis Monastery, or the Trakai
Island Castle. Marine themes and waterways feature through coastal landscape pictures: of the 10
pictures on the main site, seven show water, and, of these, two depict the Curonian Spit.
UNESCO-list items – particularly the Curonian Spit and the cross-making tradition – are clearly
considered the country’s main attractions, and they feature in both text and pictorial content.
The site has a picture presentation titled ‘Why Lithuania?’. The clear purpose of this presentation is
to emphasise Lithuania’s modern and Western aspects through both text and pictures. The site
emphasises the fact that Lithuania is a member of the EU and NATO and has signed the
Schengen Agreement. Also the geographic centre of Europe is near Vilnius. The message is in
brief: ‘Now we live as any other Europeans.’ The pictures, depicting things such as roller-skating,
golf, paragliding, and modern art, emphasise this. However, this is the only way in which the site
highlights modernity. In every other respect, it focuses on historical or traditional topics and nature.
This section also highlights cultural traditions. The pictures feature the Vilnius city centre and the
Curonian Spit – two UNESCO World Heritage List sites – and Vilnius as a Capital of Culture site in
2009.
The main site introduces the most famous holiday resorts and the seaside cycling route as further
main attractions. The German version of the site introduces holiday resorts as spa resorts
(Kurorte), but, instead of well-being or the spas themselves, the emphasis is on the holiday-related
offerings of the resort. The site also offers an active map application, which includes 19 partially
themed driving routes, along with their main sights, route descriptions, and photographs. The main
menus and their sub-menus are clear and easy to navigate, and the main attractions of the country
are easy to find. The product-list menus ‘Things to see’ and ‘Things to do’, however, offer only
addresses. Neither are links to other sections provided.
Culture: Cultural heritage is emphasised strongly through both the text and the pictures: e.g. in
headings such as ‘Heritage’ and ‘Open-Air sights’ as well as in the routes, such as ‘Amber Road’,
‘Via Hansa’, and ‘Pilgrim Route’. UNESCO-list items are particularly prominent, and six such items
are introduced on the site. These are the Vilnius city centre, the cross-making tradition, the Hill of
Crosses, the Curonian Spit, Kernavė, and song festivals. The text on song festivals refers to the
shared song-festival tradition of Lithuania, Latvia, and Estonia. Cultural heritage is prominent also
in the ‘Things to see’ section, which is a list of addresses, without descriptions or pictures.
However, the list does include more than 5,000 attractions! Sections on culture focus mainly on
traditions and the past; modern culture features only in the ‘Why Lithuania?’ presentation. The
‘Country’ section under ‘About Lithuania’ also primarily introduces cultural destinations.
Nature and waterways: ‘Nature’ is one of the main headings and main attractions. The two subsections under this heading discuss the national parks – although there are only four of them – and
beaches with Blue Flag certification. Dunes feature prominently through the main pictures, while in
the text they are discussed in the section on the Curonian Spit. Waterways are highlighted in
pictures but not discussed in many words. The seaside cycling route is also one of the top
attractions.
AGORA themes: Dunes and castles are the most prominent of the AGORA themes on the site.
Dunes are clearly highlighted in the main pictures. The Curonian Spit, a UNESCO World Heritage
List site and the location of the highest dunes in Northern Europe, is introduced in the text also, in
26
the ‘Heritage’ section. Castles are included in pictures and in regional introductions, but they are
not particularly highlighted in the written material. Forests are mentioned only in the descriptions of
national parks and in the ‘Things to do’ address section under ‘Recreational Forests’, and they
receive no particular emphasis.
Cuisine: Cuisine is not particularly highlighted, but it does have its own sub-section, ‘Culinary
heritage’, under the main section titled ‘Heritage’. However, the ‘Culinary heritage’ sub-section only
discusses culinary culture in one region, and there are no illustrations. Since there are no pictures
of food on the site at all, the theme does not seem to have been considered very important.
Unique characteristics: A unique characteristic featuring prominently on the site is the geographic
centre of Europe, near Vilnius. Traditional cross-making and carpentry are also considered unique
according to the site. Cross-making features in the main pictures on the site, and it is also
mentioned in several passages of text.
Individual features: UNESCO List items, the Curonian Spit, dunes, and folk-music traditions.
http://www.lithuania.travel
27
POLAND
http://www.poland.travel (international site in English)
The site is updated frequently with seasonal highlights. In November, the emphasis was placed on
winter, and text highlights were also changed. Now the main pictures highlight winter nature,
including mountains and landscapes. In addition, there is one picture of skiing, another of
Christmas food, and a third of castle ruins. Earlier in the autumn, culture featured more in the
pictures. Nonetheless, it is still prominent in the text highlights, with information on topics such as
folklore, art, food, and music. There are also some articles on activities. Poland has separate sites
on the themes of culture, nature, and activities:
www.culture.poland.travel ,
www.active.poland.travel , and www.nature.poland.travel. However, these are only accessible via
the ‘UK&Ireland’ version of the site. The themed sites have a clearer structure and a more image
creating style.
Earlier in the autumn, the site featured a survey on the AGORA themes. Now there is a banner that
functions as a link to an active Google Maps template with plenty of information on sights and
activities. The site features a lot of text and no large pictures, but the highlights on the front page
do catch the reader’s attention first.
Culture: In the text, cultural heritage and nature are highlighted to almost equal extent. Various
cultural attractions have been listed in the section on cultural heritage. The UNESCO-listed sites in
Poland, 13 in all, are highlighted clearly, as are castles, fortresses, religious destinations,
architecture, and archaeological sites. The culture-themed pages (culture.poland.travel) introduce
Polish cities and their top cultural attractions – palaces, museums, churches, and other important
buildings – through pictures, captions, and a map.
Nature and waterways: National parks and animal-watching are the main topics in the section on
nature. Forests are also extensively dealt with in this section, and earlier in the autumn, the forest
theme was highlighted on the main page also. At the moment, forests are highlighted in the form of
a UNESCO World Heritage List site: ‘Puszcza Białowieska – the last natural lowland forest on the
continent, honoured with entries on both the List of Biosphere Reserves and the UNESCO list. We
also have superbly preserved broadleaved forests (Puszcza Kampinoska) and fir-beech forests.’
The mountain regions of Poland, Tatra Mountains, the Sudetes, and the GeoPark in Kielce are also
introduced in the section ‘Nature’ as highlights. At the moment, waterways and marine themes do
not feature particularly prominently, although the general text in the ‘Nature’ section says that
waterways are among Poland’s greatest riches. The ‘Sea & Sand’ sub-section under ‘Family fun’
compares the advantages of the Baltic Sea to those of the Mediterranean. On the
www.active.poland.travel site, water sports have their own section, which deals with activities such
as sailing, surfing, and kayaking – with a Google map for orientation.
The themed site nature.poland.travel highlights bird-watching, farm breaks, and the Tatra
Mountains. Interestingly, the main topic in the ‘Tatra’ section is the region’s folklore. The ‘Farm
break’ section covers agritourism, heritage museums, and horseback riding. The site also has an
on-line booking system for farm accommodation. The main headings on the active.poland.travel
site include Zakopane region, watersports, skiing, cycling and spas. The ‘Zakopane’ section
focuses on the hiking opportunities and mountain views in the area, with a map application
provided. The pages also have a Facebook button.
AGORA themes: The most prominent AGORA themes on the site are castles and forests,
although, at the moment, winter is the dominant theme. Castles are highlighted, they have their
own sub-section in the section on cultural heritage. Dunes are mentioned only in the introduction to
Słowiński National Park.
28
Unique characteristics: Aspects highlighted as unique on the site include the many underground
tourist trails, the most special of which is the Wieliczka Salt Mine, situated 125 m underground. In
the autumn it was listed as a separate item in the product search on the front page. Poland’s site
features numerous PDF brochures, containing lots of image- and product-related information, with
topics ranging from gastronomy to tips for younger visitors. The ‘Poland Unique’ brochure, for
example, mentions the largest sand dunes in Central Europe, Europe’s largest Gothic fortress, the
Masurian Lake District, one of the most beautiful kayaking routes, one of the largest music
festivals, one of the oldest spas in Europe, and the longest wooden dock in Europe.
Individual features: The Jewish cultural heritage and history.
http://www.poland.travel/en/unesco-sites/
29
SWEDEN
http://www.visitsweden.com/sweden/
The front page of Visitsweden.com highlights topical themes and events, seasonal tourism-related
themes, and general, non-seasonal subjects related to the Swedish way of life and Swedish tourist
destinations.
In November, the site invited visitors to learn about Christmas and Christmas markets in Sweden.
The main page also highlighted winter attractions, such as the northern lights, and there was an
article about Åre, termed ‘the leading winter holiday destination in Northern Europe’. Another
article introduces Swedish cuisine.
Those planning a trip are offered the chance to get to know a Swedish person sharing some of
their interests. Also, some of the photographs on the site have been taken by foreign visitors. In
addition to visual introduction of traditional tourist attractions, efforts to interact with visitors and
help them meet locals are clearly an important aspect of the site.
Thanks to its clear structure, the site is uncomplicated and easy to navigate. The destinations and
themes are introduced in brief text passages, often accompanied by a map application, an
electronic postcard, and Facebook updates. The changing pictures on both the front page and
many sub-pages make the site inviting. The first picture appearing on the site is a view of Earth,
showing the location of Sweden in the northern hemisphere. A map also helps readers to locate
various regions, towns, and attractions.
Culture: The cultural offerings and Swedish nature are approached on both the thematically and
regionally organised pages. Culture and cultural traditions are well represented on the site.
Besides castles and museums, attention is directed to popular-culture phenomena in the world of
music and literature. The site also provides information on Swedish society and ways of life, from
old and traditional to modern and creative culture. Swedish traditions such as activities for crayfish
festivals, midsummer celebrations, Christmas, and Easter are described briefly. The Swedish
lifestyle has its own page.
Nature and waterways: The site focuses strongly on nature and waterways. Images show ‘soft’
nature activities suitable for families or couples. Separate articles are directed at nature-lovers and
those looking for challenging outdoor activities, with links to information about Swedish mountains
and nature reserves. Aquatic and marine themes have a strong presence in the descriptions of
archipelagos along the coast and of adventure activities.
Nature in Sweden is also described on the regional pages, in a very compact form. The pages on
Northern Sweden and Swedish Lapland describe Arctic nature and wilderness settings, along with
the activity opportunities they provide. The wilderness is easy to reach through Kiruna or Luleå,
the last outposts with modern comforts.
AGORA themes: The most visible of the AGORA themes are castles and, through nature, forests,
which are referred to in the passages about national parks in the ‘Nature and Outdoors’ section,
and on the regional pages. The site says, for example, that the Sarek national park, established in
1909, was the first of its kind. Castles, palaces, and museums are cited as child-friendly
attractions. The UNESCO World Heritage List sites include castles, tying in with the abovementioned AGORA theme, and nature attractions.
Unique characteristics: The unique Viking culture is mentioned on several pages, although it
doesn’t have a page of its own.
30
Individual features: Northern Sweden and the ‘legendary’ Swedish Lapland are presented as
unique destinations, where visitors can learn about Sami culture and see the northern lights, for
example. Light phenomena, such as the northern lights and the midnight sun – best experienced
in the Arctic region – are also mentioned in connection with nature. There are links to stories about
Sami culture on several pages, including the regional pages and the pages for culture, cultural
tradition, and arts.
http://www.visitsweden.com/sweden/
31
A summary of the official tourism-related Web sites for the BSR
The local population’s appreciation of their culture and cultural heritage is considered a
prerequisite for cultural tourism. Cultural heritage can be used to promote local identity and
cultural tourism. There are significant differences in the extent to which the official tourism-related
Web sites of the countries in the BSR emphasise the respective country’s history. Regions such as
the BSR could increase their attractiveness through links to shared historical or geographical
resources. A comprehensive picture of the shared history, culture, or geography of certain areas
always makes those areas more interesting than individual destinations.
Is it possible to highlight unique features while also emphasising shared ones? In tourism-related
marketing, countries aim to stand out through their unique cultural heritage or nature. Common
elements between the countries are seldom emphasised, although opportunities for this exist. The
tourism-related sites of the BSR countries adopt very different approaches to their history and
culture. At the same time, there are communities and companies in the BSR that operate across
borders, separate from any official travel organisations, and aim to promote collaboration
according to their own plans.
One of the countries that succeeds well in its attempts to highlight its unique cultural heritage and
still emphasise its role in European history is Latvia. This approach opens interesting prospects for
someone planning a trip, even if the main purpose of the trip is not to learn about culture. History
serves as a story that makes the region more interesting in general. Most countries prominently
advertise any UNESCO World Heritage List sites they have.
Sweden’s tourism site combines historical themes with introduction of the country's modern
society. Besides Sweden’s rich history, the site provides information about the current way of life in
Sweden and on Swedish society. On Finland’s official site, the country’s history is given little
attention. Traditions, traditional cultural destinations, and history are not given many words.
Popular culture is highlighted on some sites: instead of only sights, experiences, and activities,
literary trends or musical phenomena are used to attract visitors.
Alongside culture and cultural heritage, nature is another recurrent theme on the sites. The naturerelated offerings vary quite a lot between the countries. Yet the sites have much in common in their
use of the word ‘unique’. Often the word is used in the meaning of ‘rare’, rather than to indicate
that something is truly one of a kind. Sometimes it is difficult for the reader to tell which is the case.
When one reads these travel sites, it would be hard not to notice what the creators of the sites
have assumed visitors need, how they present their offerings, and how readers are assisted in
finding relevant information. It was also interesting to see how interactive elements were being
developed. There were great differences in how the individual sites responded to visitors’ need for
planning and information.
32
References
http://europa.eu/about-eu/basic-information/index_fi.htm
http://eu.baltic.net/
http://www.cespi.it/Nuovo%20Sito%20CESPI/GOVMED/Swedish_institute_rapport_baltique.pdf
http://bsr2011.bdforum.org/2011/10/21/is-there-a-baltic-sea-region-identity/.
http://fi.wikipedia.org/wiki/Sauna
http://www.palgrave-journals.com/pb/journal/v3/n2/abs/6000057a.html
Place Branding and Public Diplomacy (2007) 3, 120–130. doi:10.1057/palgrave.pb.6000057
http://www.apureportteri.fi/node/229
http://www.gummerus.fi/page.asp?sivuID=282&component=/ACBoard/uutiset_juttu.asp&recID=263
3
Häkkinen, Kaisa (2004): Nykysuomen etymologinen sanakirja. WSOY: Helsinki. pp. 1131–1132
Lehtimäki Marianne (2012): Eurooppalainen kulttuurimatkailun edistäminen ja Suomi - yhteisistä
haasteista laajapohjaisiin ratkaisuihin
33
_________________________________WHAT DO WE HAVE IN COMMON IN THE BSR?______________________
VisitFinland/Matkailun edistämiskeskus/Finnish Tourist Board
34
2012