Council of Europe: Kyiv Initiative Regional Programme

Wine Culture Tourism Exchange

SUSTAINABLE WINE CULTURE TOURISM:
TRAINING FOR TRAINERS

Chisinau, Moldova
21-26 March 2012

Training website: http://act-e.org/training/

Training Venue: Hotel Codru, n 127, 31 August 1989 str., MD-2012 Chisinau
Tel.: +373 22 208104 - http://www.codru.md/

Draft Programme
Updated 12.03.12

Wednesday 21 March

All day Arrival of overseas participants

Evening Informal dinner for participants staying in Hotel Codru


Day 1 Thursday 22 March

Introduction and Welcome

Morning Arrival of local participants

09:00 - 09:30 Registration

09:30 - 10:00

Welcome speeches and short introduction

Gheorghe Postic, Deputy Minister of Culture
Madelena Grossmann, Council of Europe
Penelope Denu, European Institute of Cultural Routes

10:00 - 11:00

Introduction to the case study work models
Work in small groups themes and organisation

J ack Delf / J ovo Ateljevic / Carlos Fernandes /
Marianna Sigala
2
11:00 - 11:30

Coffee Break

Module 1: Tourism and its Alternative Forms
Sustainable Tourism (otherwise known as Alternative Tourism or AT) is generally defined in
opposition to mass tourism or tourism as consumption. AT assumes a dynamic and
balanced relationship between the visitor and the destination context. This module will
approach wine routes as Alternative tourism and consider how wine tourism can be
developed in a way that guarantee social, economic and ecological sustainability.

Facilitators throughout programme:
Jelena Mocevic, Natalia Crestenco, Ludmila Noni, Olesea Mihailuc

11:30 - 12:30

Sustainable Tourism

Concepts and context, evolution forms and trends
Understanding Alternative Tourism
What is it? How is it characterised?
Organisation and types of AT
Economic/cultural models for AT

Carlos Fernandes

12:30 - 13:30

Identification and Belonging
Creating a thematic destination
Public Private Partnerships

J ack Delf

13:30 - 15:00 Walking tour of Chisinau and Lunch

15:00 - 16:30

Sustainable Wine Tourism
What is a wine route / Cultural Route?
Questions and Discussion

Carlos Fernandes
J ack Delf

16:30 - 17:30

Destination management systems: roles and functionality
Web 2.0 tools for destination e-marketing:
international best practices Part One

Marianna Sigala

17:30 - 17:45

Coffee Break

17:45 - 19:15

Entrepreneurship and Sustainable Tourism

Presentation of three Case studies
Core objectives
Identification of consumer demand
Refining objectives and business strategy
Product Development

J ack Delf & J ovo Ateljevic

3
19:15 - 19:45 Division of participants into two groups

Tasking the groups/Deliverables from groups by Sunday

J ack Delf / J ovo Ateljevic / Marianna Sigala /
Carlos Fernandes

20:00 Welcome Dinner (all participants)
Capitoles Club - www.capitoles.md
str.Banulescu Badoni.45


Day 2 Friday 23 March

Module 2: Developing a Sustainable Tourism Economy
Theory and Practice

Sustainable Tourism implies small-scale sustainable development and engagement of local
populations as developers, managers and beneficiaries of the tourism exchange. This
module will consider how alternative economics of this kind of tourism can contribute to the
empowerment of regional and local communities. In the context of the new economies of
Sustainable Tourism, this module focuses on the way in which local authorities, cultural
sectors and populations can organise effective Sustainable Tourism policy, strategy and
practice

09:00 - 10:30

Developing a Creative Wine Route
Tourism as a creative industry

Bottom-up management of tourism experience
Case study examination of tourism destinations that have re-
branded their image though creative projects

Carlos Fernandes

Discussion

10:30 12:00






Branding and Identity

Creative Approaches to development of a tourism route
Branding and identity

J ack Delf

12:00 13:00

Lunch

13:00 14:30



Destination management systems: roles and functionality
Web 2.0 tools for destination e-marketing:
international best practices - Part Two

Marianna Sigala

4
14:30 15:30

Entrepreneurship and business management
Business plans - Part One

J ovo Ateljevic

15:30 16:00

Coffee Break

16:00 18:30 Small group excercises

18:30

20:00
Wine Tasting

Dinner (hotel residents only)


Day 3 Saturday 24 March

Technical and Cultural Field Trip

Working groups and topics for discussion to determined prior to the visit

Morning / Afternoon Cultural and technical field visit to Orheiul Vechi,
Cricova and Milestii Mici

Early departure from the hotel for a whole day excursion.

Evening


Return to Chisinau
Day 4 Sunday 25 March
Please note that Eastern European Summer Time (EEST) begins today

09:00 - 10:30

Practical Exercise Identification and Mapping of services,
partners, financing organisations
Services development and organisation

Marianna Sigala

10:30 - 11:30

Marketing

Sourcing market data
Market analysis
Latest trends, future forecasts
Workshop

J ack Delf

11:30 12: 00

Coffee Break

12:00 - 13:00

Entrepreneurship and business management
Business plans Part Two

J ovo Ateljevic

13:00 14:00

Lunch
5
14:00 - 16:00

GROUP 1

Developing a Strategic Approach to Destination Identity
and Vision

Practical Exercises in small groups with trainers;
Carlos Fernandes / Marianna Sigala



GROUP 2

Developing a SME business model for Sustainable
Tourism case study development

Practical Exercises in small groups with trainers
J ovo Ateljevic / J ack Delf

16:00 - 16:30

Coffee Break

16:30 - 18:30

Presentation of case studies developed by Groups
Presentation of Destination model developed by Groups

Adaptation of case studies and strategies to internet site

Marketing and Promoting
Partnerships and Financing opportunities
Follow Up and Next Steps

18:30

20:00
Wine Tasting

Dinner (hotel residents only)


Monday 26 March

All day Departure of participants




Please note that timings and excursions are subject to alteration
Daily arrangements will be reconfirmed at the end of each meeting session


We wish to thank our sponsors for their kind support in organising this event