Slow Adventure In Northern Territories
Start date: Apr 13, 2015,
End date: Apr 12, 2018
Description (EN): Slow Adventures in Northern Territories (SAINT) will work with SMEs to make them more aware of how to capitalise on the business opportunities in guided slow adventure experiences, offering simple nature-based, immersive journeys, living and travelling in wild places, through marketing to new, distant customer markets. Nothern Europes wide-open, wild spaces provide a great, saleable contrast with the target groups lives in urban centres around the world.The common challenge is for partners to work with SMEs to overcome issues of peripherality, with restricted local demand and difficult access to international markets.The principal objective is to make SMEs more aware of how to capitalise on business opportunities in guided slow adventure experiences, through extending marketing reach. Outdoor adventure micro-businesses typically lack the resources to investigate and invest in the most effective means to attract these lucrative tourist groups. The main outputs will be:Guidance on a) which new lucrative customer segments to target and how to target them.Pilot-tested marketing models to be adopted by companies, with the emphasis on more effective use of ICT.A set of clustering approaches for direct application by slow adventure SMEs – economies of scale and effort.Guidance on the application of new ICT to improve marketing, and how to improve marketing through the adoption of synthesised modern and Indigenous perspectives.The establishment of a new trans-national cluster of SMEs with joint branding/promotion.The innovation lies in: the development of a new trans-national cluster; the dissemination of cutting-edge tourism marketing technologies; harnessing Indigenous perspectives in marketing; new marketing models with emphasis on ICT, and new clustering approaches to marketing. Expected Results (EN): Awareness of business opportunities beyond local markets among SMEs Expected Outputs (EN): Objective 2.2 programme result indicator: awareness of business opportunities beyond local markets.The Project ResultsThe principal result of the SAINT project is to make SMEs more aware of how to capitalise on the business opportunities in guided slow adventure experiences, through promotion to new, distant and lucrative customer markets, through three expected sub-results:•To develop SMEs awareness of how to develop engaging, insightful and meaningful consumer experiences in a slow adventure context (see WPs 3 and 6).•To make SMEs more aware of these new, lucrative markets to which to promote these activities (WP3).•To increase SME awareness of how to effectively target these markets, through the use of new, technology-oriented marketing models and clustering approaches, both local/regional and trans-national (WPs 4 and 5).Overcoming Challenges Faced by SMEsSAINT will help SMEs to overcome structural weaknesses in the NPA region and embrace opportunities in the following ways:•The project is focussed on bringing more high-spend tourists into the peripheral areas of the NPA region. It will therefore enable greater economic sustainability of fragile rural economies.•Working in the adventure industry is often perceived as an attractive lifestyle choice, and this can help to retain young workers and combat out-migration.•Adventure activities are generally set in remote, rural and peripheral areas, so SME development in the sector helps to maintain these fragile economies and overcome the urban-rural dichotomy. •Slow adventure activities are less seasonally-dependent and utilise the assets of these peripheral areas to attract visitors: their natural environments, cultures, foods and histories. •Storytelling and education, a key part of slow adventure, helps to ensure these histories and legacies survive.•Education of and engagement with wild environments is a further cornerstone of slow adventure, while these activities are inherently low-impact, usually being human-powered. They will therefore enable greater sustainability of these remote areas.•The development of slow adventure will also attract more tourists to partner areas and the NPA region as a whole, for longer stays and over longer seasons, with beneficial economic multiplier effects. The project will also make contributions to the EU2020 Strategy, targeting:•Smart growth, through: fostering co-operation between SMEs, upskilling businesses and employees in this sector, and creating new products and services that generate jobs.•Sustainable growth, through: improving the business environment for SMEs through more effective and innovative marketing measures, the encouragement of activities that reduce environmental impacts and the promotion and development of cultural and natural heritage.•Inclusive growth, through: job creation, particularly for young people, and helping people in under-represented groups develop new skills and enter year-round employment.
Get Access to the 1st Network for European Cooperation