Tag Archives: tourism

Alberghi diffusi, the truest luxury is dictated by finely crafted authenticity

The recent Travel & Leisure article entitled Reviving the Italian Village takes a note of vanity efforts afforded by the enormously wealthy. That might seem a judgmental statement, it isn’t. I am grateful for anyone, for whatever reason, choosing to take on the arduous process of heritage preservation.

When Dr. Giancarlo Dall’Ara originated the concept of alberghi diffusi thirty years ago, long before futurists started speaking of circular economies, I believe he aspired to create a noble legacy which would positively impact rural Italian economies by driving tourism, ensuring the preservation of cultural heritage and providing a path to the continuation of a more connected way of living. As urban life has become more complicated and messy, much like the value proposition offered by Product of Designated Origin (PDO) assignation, the alberghi diffusi now has the potential to fulfill a demand for an authenticity remarkably devoid from most contemporary life. I don’t see alberghi diffusi as a Utopian fantasy but a model of socio-cultural, economic and environmental sustainability, scalable and practical in perfect harmony, and logical extension of what I set out to create with Thistle & Broom back in 2003.

The haemorrhaging of rural communities, and the diaspora of countries alike, is not new. Natural disasters and economic hardships have driven great migrations of people to cities nearer, and very far away from agrarian lifestyles for hundreds, if not thousands, of years.

The currently running ‘Anno dei borghi’, organised by Italy’s MIBACT (Ministry of Cultural Heritage, Activities and Tourism) is designed to entice visitors to explore 18 regions and help manage the impact of the tourism sector growth on Italy’s urban areas – as well as spread the economic impact around.

Creating an alberghi diffusi from a near ruined village without services takes time. Italy’s unemployment hovers around 11%, and is more than three times higher among those under the age of 25. Housing, following the 2016 earthquake, remains at a premium. At the end of a rather long and dark tunnel two emerging trends of isolation as luxury and experiential travel provide a much welcome light. Mind you this isolation is not a minimalistic, silence-only spiritual retreat but one replete with simple but exquisite accommodations, agro-tourism / slow food / gourmet dining, extraordinary privacy and ultra-high speed internet connections – all of which create jobs, and provide economic stability.

It is here that a sweet spot of sustainable development exists, a convergence of yet-to-be alberghi diffusi with a tremendous opportunity to prove systems destined for adoption in Smart Cities. I am not referencing autonomous cars but rather reinvigorating, and making contemporary circular economies which have always existed in communities bound by the ‘butcher, baker and candlestick maker’. The alberghi diffusi model is a solution to any number of pressing contemporary issues worthy of both investment monies and public policies support.

Clean-tech incubated in alberghi diffusi would pull villages off the easily hacked central grid while providing self-sufficiency. What’s more, this model allows those individuals not lured to the bright city lights to continue practicing (or develop) arts, crafts and traditional hand-skills of a region with the market (quite literally) coming to the mountain. Imagine bathing with organic botanical goats’ milk soap and sleeping on crisp linen sheets hand-woven from blue flowered flax grown in the meadows surrounding these villages which a year before was wafting in the breeze and growing tall in the sunlight. That the village is masterfully IoT connected and a set (or two) of those linens can be ordered and paid for with a voice command based upon block-chain technology generates real efficiencies and quality of life for all parties.

The truest luxury is dictated not by fashion, but finely crafted authenticity and the improved efficiencies offered by technology.

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

ROI and Working with Social Media Influencers

amirandes-crete-minI have just read Skift’s latest which includes the use by tourism boards of social media influencers and my head is about to explode. In the piece the Tempe, Arizona tourism board is referenced as viewing the 2m social media impressions generated as a successful return on their investment for inviting 4 bloggers to be their guests. Let me express that I have more than a little experience, and many documented analytics to prove, that Tempe set the bar way too low.

As a first let’s understand that in 2016 tourism accounted for 10.2% of GDP and one of every eleven jobs globally, and despite our geo-political circumstances these figures are growing, not shrinking. In some markets, by example Croatia, tourism represents approximately 20% of their GDP. What’s more, because of globalization, machine learning and artificial intelligence employment for the average person will increasingly be found in the travel vertical; which makes customer care and attention-to-detail skills so important in your hiring decisions. A less than perfect cup of coffee in our social media connected world becomes an immediate, and widespread, negative review (Yvonne also shared her post on LinkedIn). So, before inviting anyone who is an influencer to visit, get your house in order (“Is your destination Instagram-worthy?”).

Next, there is an enormous disconnect between the possibilities which could be realised and the results generated largely because the right questions aren’t asked, nor have parameters been established around a visit from a journalist, blogger or social media influencer in advance. If you are the person responsible for coordinating ‘press visits’ allow me to suggest you embrace at least the following points before you decide to host anyone:

  1. The average global rate of engagement (on Twitter) is 1.6%. As influencers anyone you invite should be able to generate at least triple that (4.8%) and since they are in the very top tier of people on social media globally 6% is a very realistic objective. While previous performance does not guarantee future results you are engaging them, and their portfolio, on your behalf. It is entirely reasonable to ask to see examples of their previous work and the supporting 3rd party analytics (get as granular as you feel is necessary).
  2. Ask for references. No one has time for prima donnas (of either gender) no matter how large their following might be. It’s in your very best interest (mitigate stress levels for your organisation and those venues you will visit) to know how easy, or difficult, an influencer might be to work with as well as the satisfaction your peers had with their delivery of top quality content in real time and the subsequent results (again documented by analytics).
  3. The total number of impressions generated is a fragment of what should be part of your evaluation cycle. Unlike any other vertical, hospitality realises close to an 11% conversion rate on social media engagement (see point #1 above) making the quality of their content extremely important to your future revenues. Establish specific requirements about the content for the posts, what they need to post and how many times per day before, during and after their stay in exchange for your hospitality.
  4. Once you decide upon contracting a social media influencer to help you with your marketing efforts, it is entirely reasonable to me as I have done this for clients, to ask that they pre-market their trip to visit you. This can vary depending upon the scope of the package you have put together for the guest but a single Instagram and Twitter post each day for two weeks leading up to their visit is about right.

Transportation, accommodations, feeding (and providing beverages), spa treatments, and activities for a week can run into the tens of thousands per person and providing that hospitality needs to come with business objectives and metrics as part of your invitation. When I worked doing public relations in tech we used to use a CPI (columns per inch) metric to calculate the value of earned media against monies spent, anything above a 4:1 ROI was deemed a success. If you are spending 100,000 of whatever your local currency is (I think) at minimum you should realise a demonstrable 5:1 ROI (and yes, there are ways to measure this).

Finally, an entire portfolio of dreamy backlit views of your influencers pool or ocean-side are not going to fill your restaurants to eat your glorious gourmet food and drink the world-class wines in your cellar.  Whatever your budget might be for hosting please remember this point – their visit is not positioning them to expand their personal brands at your expense, it is about driving your incremental revenues by heightening the awareness of everything about your destination.

Post script. While the trade laws in every country will vary please be hyper-diligent about compliance issues related to in-kind and monetary payments to social media influencers. In the United States the “Federal Trade Commission (FTC) has rules in place requiring that “influencers” who share promotional materials “clearly and conspicuously disclose their relationships to brands”.”

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

The difference (participating in) elections make

trudeau

Justin Trudeau from Rideau Hall photo: CBC.CA

All over the world ordinary people like myself are applauding the less than a week old leadership offered to Canada (and the world by example) of Justin Trudeau. His quote “Because its 2015” resounding with us regardless of our gender, race, religion, ethnic heritage or where we live. His vision boldly being implemented to undo his predecessors’ nearly decade long debauching of everything that Canadians (as my childhood neighbours of less than 1 mile) hold dear about themselves and their society.

To Canada’s south, especially in the states of Ohio and Kentucky, the United States is dealing with cries of election fraud brought about by Diebold’s electronic voting machines where software vulnerability makes hacking (or coding as some believe) easy to make the results anything the ruling party might wish them to be. And sometimes it requires the court systems to make ‘basic human rights’ that our ancient (and near history) forebears took for granted in healing and for ceremony legitimate in the face of corporate interests and the narrowmindedness of a well organized minority, or the drug cartels themselves. (For the record I support the use of marijuana for medical use and spiritual exploration but am not a user myself.)

4200 miles away from Ottawa and Columbus today is Election Day in Croatia. And like so many places around the world a great deal is at stake in the form of who is chosen by us, the masses, to represent our interests. What we as individuals, in our egocentric view, tend to forget is that we are all connected by the choices made when we cast our ballots (or fail to show up at all because ofizbori2015 indifference or resignation that nothing will be changed). Election results matter a great deal in our dynamic and interdependent and connected world. We are one. We will all be impacted by the same planet security horrors – some immediate and directly facing drought and then famine, natural and man-made disasters resulting from climate change, rising sea levels, armed conflict and outright genocide resulting from greed and insecurity, and others who fear the tidal wave of ‘others’ brought to our borders by the aforementioned and much more.

In the case of every country bordering the Adriatic and all of its citizens, tourism 11-08-15 at 11.29 AMbusinesses ranging from tourism to tuna, all will be negatively impacted if the current Croatian administration (and any combination of its collation government) are reelected. Under the misguided (or personal gain?) driven mindset of the current Minister of Economy Ivan Vrdoljak and his co-conspirators in the archaic hydrocarbon industry of Eni SpA, Medoil Plc, INA Industrija Nafte d.d., Oando Inc and Vermilion Energy propose to drill for natural gas and oil in the pristine waters of the Jadrana (the Adriatic). Almost certainly with a fault line running under and through this shallow closed sea a disaster will happen, perhaps on the epic level of the Deepwater Horizon (BP Oil) spill in the very least further decimating the natural habitat for marine life and negatively impacting the thriving tourism sector of the Croatian (and other Adriatic countries) economy.

20150910_110540-2

Personal photo of the northern Adriatic taken 10 September 2015

A year ago when I first came to Croatia I was struck by the absolute beauty of the country and especially of the Adriatic. I recognise that the floundering economy needs help but drilling for oil in this water is lunacy and wholly unnecessary when robust clean technologies based in renewables are widely available to channel Croatia’s abundant sun, wind, wave and harness biomass. Further, my business partner in Commarglo and I have a plan ready to deploy that could raise tourism in Croatia by the same 800% which he realised as a grad student for the country of Aruba. On behalf of a cross section of concerned citizens from around the world and within Croatia’s borders we implored of His Holiness Pope Francis to intervene, which sadly has not yet happened.

And so I bring you dear reader to a choice. For Croatians to get the polls today, to cast your votes first for Zivi Zid (their platform does not sanction drilling on land or in the sea) and then ORaH (which supports limited drilling for natural gas – which I personally hope they will change their position on). For the rest of us, in advance of COP21 to tweet #EarthToParis consistently and loudly to make the representatives of 190 countries attending on all of our behalf to actually cease the border bickering and ‘you go first’ arguments and rationally, methodically and immediately develop a tactical plan for implementing against the red alert level of warning we are living in related to climate change. For those that suggest it will cost too much – really? look at what climate change is already costing humanity for our negligence.

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, do share it with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

The only oil that goes with a Croatian bikini is olive!

German translation of the following here, and the Croatian translation found here, and now in Japanese here.

*** VICTORY! 22 January 2016 The new Croatian government announced a cessation of any further plans to drill for hydrocarbons in the Adriatic.

On the morning of 29 July it was announced that Marathon Oil had returned 7 of the 10 concessions for drilling for hydrocarbons in the Adriatic had been returned to the Croatian government.

In the interest of full disclosure, since writing this post in December 2014, and it subsequently going viral (nearly 125K reads in the original English version alone), I have been invited to join, and now serve the Clean Adriatic Sea Alliance as their Chief Strategy Officer.

Every link in the following post is VERY PURPOSEFULLY chosen toward education and action, I AM ASKING YOU MOST SINCERELY TO ACT on all three efforts embedded within this post (read on, don’t get caught up with the girl she’ll still be here when you finish)!

17 March 2015 UPDATE: http://www.croatia-split.com/blog/what-s-happening/adriatic-drilling-casa-replies-to-oil-agency-boss-barbara-doric.html

17 February 2015 UPDATE – the Croatian government is being sued for its illegal activities around drilling in the Adriatic. (I don’t agree with all that the HCSP stands for but…)

“This decision reacted by the Croatian Pure Party of Rights (HCSP).
Press Release signed by the President of HCSP, Josip Miljak in its entirety:
“A criminal decision of the Croatian government to announce an international tender for a fictitious oil and gas exploration in the Croatian economic zone is a crime which, if not prevented, Croatia could cost you dearly. If you sign contracts with foreign companies, a group of experts has already prepared two lawsuits, one Court for the Law of the Sea in Hamburg, ie. The UN Security Council and other State Attorney’s Office.”

If you care about the seas and oceans and clean water for all, renewable energy, the environment, cultural heritage, vacationing at the beach, water sports, sailing, boating, eating seafood, Croatia’s (or Italy’s) Adriatic and a quality of life based upon harmony with our planet in the face of greed and violation then this end-of-the-year post (originally written on 30 December 2014) is for you! No apologies, it’s a long one. I ask you to share it widely on all social media platforms. (Efforts are underway to translate it into multiple languages – hyperlinks will be offered in this paragraph as completed.)  Many thanks for an amazing year to all my readers. Sretana Nova godina, Happy New Year.

——————–

I think about consequences – all the time (including how many people I might piss off as a result of writing this, and how).  I am not (though perfectly capable to be) a corporate consultant of scenario planning. I see inter-dependencies in ways that most people rushing through their lives never consider. What stimulates me must be for a greater good, and my heart and head must find a perfect balance for me to say – YES!  A lot of things ignite my passions and expertise but for me to engage it always comes down to integrity and authenticity.  This post is about the Venn Diagram offered by the convergence of the Croatian economy, its environment and how the manipulation of European Union regulations could have a devastating and far reaching effect. This is about shortsightedness, immediate gratification for individuals and how their greed, if one thing goes horribly wrong, will destroy one of the greatest treasure troves of untouched historic, ecological and economic value in the world and the livelihoods of a people who have depended upon the Adriatic for tens of thousands of years.  This blog post is about finding a way, with all of your help (please, PLEASE SIGN THIS Change.org PETITION as well as THIS Avaaz petition and then SHARE BOTH with friends), to turn back and make things as the Croatian tourist board says, “The Mediterranean as it once was”, and keep it that way for all of us but make it better economically for Croatians.

The Travel Channel references Croatian Bikinis (a Croatian bikini, btw, way is nude) and cliff diving, and if only once everyone wants to enjoy the freedom of laying on perfect golden sand and swimming in the sea waters ranging in colour from cobalt to aquamarine naked – and Anthony Bourdain is talking about the food and how beautiful it is here, well, expect those numbers to grow. It would be an understatement to say that the impact of tourism is huge and should be amongst the greatest market segments to be cultivated in Croatia.  And yet, the right hand doesn’t seem to know what the left hand is doing here (not unique to Croatia) or they would have blocked this effort. Don’t Croatian ministers actually strategise in their cabinet meetings?

I am in Croatia because I am trying to determine if I can make this my permanent home. (Now back in the United States unhappily let me say I actually found a home in Croatia.) Save for the fact that I am here in the dead of winter, I was drawn here largely because of the Adriatic – just as some 11.5 million people who came in the summer of 2012. Put that into perspective, a narrow band of Dalmatia hosting nearly 4 times the population of the entire country within a three month (between June and August).

(Emphasis in the following is my own.)

The first page of Lonely Planet’s guide to Croatian music festivals reads:

Sonus Music Festival

http://www.sonus-festival.com/ Pag Island Croatia August 2015

“Croatia’s music festival scene is flourishing, with exciting new events popping up each summer. A lovely natural setting is pretty much guaranteed, with idyllic beaches, lakes, meadows and forest clearings hosting crowds of delighted festival-goers.”

Rough Guides best of the Croatian coast landing page reads:

When it comes to beaches in Croatia, the best advice is to head south: it’s on the Dalmatian coast where the most seductive sandy shores, pebbly coves and sun-fried rocks are to be found. Indeed all of the beaches that made our list are in Dalmatia, except for one (the bewitchingly sandy island of Susak in the Kvarner Gulf). A sizeable collection of swoon-inducing destinations has been left off this list, largely for simple reasons of accessibility: islands like Korčula, Vis and Šolta boast any number of heavenly bays […].”

Croatia has been named the #1 world travel destination on the rise according to Fodor’s. The value of tourism to Croatia’s economy (like so many things here) is subject to wide ranges of statistics – the EU says 15%, while locals estimate that it makes up as much as 40% of the entire Croatian annual budget.  Croatia’s Minister of Tourism,  Darko Lorencin, said that the first six months of 2014 totaled € 2.12 billion, which was 2.2% more than the same period last year.  Estimates put 69% of the Croatian economy coming from the services industries – things like renting sailboats, bar and restaurant trade (offering seafood from the beautifully clean waters) and yes, those taking care of all those sheets and towels. If you take words of The World Bank’s front page on Croatia’s economy as sacred, then:

DSCN9906

Drvenik Channel, the Croatian Adriatic, view from my balcony 30 December 2014 to where I have been swimming for the last two months.

Croatia remains an ecological treasure in Europe, with 47% of its land and 39% of its sea designated as specially protected areas and areas of conservation. Croatia boasts 19 National and Nature Parks, with some- such as the Plitvice Lakes National Park – designated as United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage sites. Croatia’s natural beauty draws in millions of tourists each year, with tourism revenues representing around 15% of the country’s GDP. Preservation of the environment is high on the development agenda and has been a requirement for European Union membership.”

BP over Adriatic

This map, provided by Richard West, shows the scope of the BP Gulf Oil Spill, aka Deepwater Horizon spill, as overlaid against the Adriatic; it wouldn’t ‘just be’ Croatia impacted but also Italy, Slovenia, Montenegro and Albania.

So, after two months of swimming in these pristine waters the fight for keeping the Adriatic clean is now VERY PERSONAL to me! WTF!? Why, oh WHY!?, would anyone think that drilling for gas and oil in these waters is a good idea? Even if there isn’t an environmental catastrophe on the scale of the (British Petroleum) Gulf Oil Spill (I wish someone would overlay the map at left against a similar one showing the whole of the Adriatic to see what might happen) from one of the ten platforms currently licensed to operate in Croatian waters, the impact on the developing film industry (Game of Thrones et al), tourism, fishing – Eurostat figures for 2013 put the export value € 115.2 million, archaeology (at the bottom of the sea) and culture, and yes, the preservation of these rare dolphins, let alone the livelihood of more than 50% of the Croatian population from even the smallest accident could be catastrophic. To which point I was just (8 Feb) introduced to the technical expertise and wisdom of Croatia’s internationally, and highly, educated Nenad Duplančić.  If you are Croat read this from Dignitea Hvar in your language, if you are from any place else I BEG YOU to use a translation tool to grasp the importance of his commentary on the proposed drilling in the Adriatic.  For the rest of you new drilling platforms have been banned in the United States since 1969 so you start to understand why (to maintain corporate earnings and salaries) multinational oil companies are looking at impoverished countries to exploit and destroy (unemployment here in Croatia is above 23%).

Barbara Doric

Barbara Dorić – perhaps someone should be checking her bank accounts?

As I see it the Ministers of the Croatian government who should be fighting this with every fiber of their collective being include: Ministry of Culture, Ministarstvo culture, Mrs. Andrea Zlatar, Ministry of Economy, Ministarstvo gospodarstva, Mr. Ivan Vrdoljak, (who SHOULD BE looking at wave, wind and solar technologies and ditching petrochemical energy altogether because as Duplančić points out this industry is near it’s logical end), Ministry of Environmental and Nature Protection, Ministarstvo zaštite okoliša i prirode, Mr. Mihael Zmajlović, Ministry of Maritime Affairs, Transport and Infrastructure, Ministarstvo pomorstva, prometa i infrastrukture , MPPI RH, Mr. Siniša Hajdaš Dončić, Ministry of Agriculture, Ministarstvo poljoprivrede, Mr. Tihomir Jakovina and, of course, the Ministry of Tourism, Ministarstvo turizma or MINT, Mr. Darko Lorencin. So ask yourselves why a company blocked from exploration on the Italian side of the Adriatic should be given reign to do so by the head of the Croatian Hydrocarbon Agency, Barbara Doric? (Who, quite frankly, should be stripped of her citizenship and exiled to a very dirty beach for her role in promoting this debacle.)  Croatians are hardly indifferent to the beauty and life provided by their location – when so often you hear them express “who could buy this?” with a broad sweep of their arms across the vista offered by their Rivas and the Adriatic. Could it be that the Italians actually understand all that is at stake better than the Croatians?  

Saudi Arabia is manipulating the oil markets to keep the price of crude artificially low to discourage the further development and expansion of renewable energy, and with croatia nudethe established dangers of hydraulic fracturing to obtain natural gas it should be clear to everyone that petrochemicals are the very last thing that should be anywhere near a Croatian bikini.

This isn’t my country, yet I am supremely indignant about this and I hope all of you reading this are too.  Haven’t we seen enough destruction and war over the greed and insatiable consumption that comes with oil and gas? Climate change scientists indicate that a rise of sea levels will wipe out coastal communities around the world, hello? has anyone looked to see how much of Croatia’s population lives at very nearly sea level? In Europe climate change is expected to magnify regional differences in natural resources and assets. Negative impacts will include increased risk of inland flash floods and more frequent coastal flooding and increased erosion (due to storminess and sea level rise) and is projected to worsen conditions (high temperatures and drought) in a region already vulnerable to climate variability, and to reduce water availability, hydro-power potential, summer tourism and, in general, crop productivity.

oil croatia

Photo source: Croatia Week online magazine

It needs to stop – now. 16 February is the deadline for open comments to the Croatian government, the form required for submission is found here.  It has painstakingly been translated into English to the right of the original Croatian so, REGARDLESS OF WHERE YOU LIVE, non Croatians who care about our seas can also submit comment. Please do! As you can imagine this fight is going to get expensive from a legal perspective, please “help with the heavy lifting” by making a contribution to the Clean Adriatic Sea Alliance.

Croatians have a real chance to set a world standard for clean energy working in tandem with the rest of their economy but it takes all kinds of people, everywhere, to put their ‘big boy and big girl pants on’ and say NOT HERE, NOT NOW, NOT EVER, and cap those wells and dismantle those ten platforms.  Join me?

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

AllThatINeedbizcardartfront