Case Studies - European Projects
The Somme Battlefields, Memorials and Visitor Centres, France
The battlefields of the Somme in France seem unlikely territories for tourism & leisure consultants. However, the combined forces of L&R International and partners from Northern Ireland and France have developed an interesting association with the scenes of some of the most famous First World War battles. L&R has been closely involved in some of the key developments related to First World War memorials and visitor centres in the Somme Region in recent years. British and other overseas visitors to the Somme represent a significant part of the economy in this part of France.
The Somme Tourist Board called upon us to analyse the quality of different types of British visitors’ experience in visiting the Somme battlefields, memorials and visitor centres (British, South African, Australian, Canadian and French). Problems were identified and practical solutions suggested concerning visitor welcome, interpretation and promotion. Our client’s views of the project summarise the success -
"We were seduced on the one hand by the methodology proposed and also by the double nationality of the team. The real simulation of the "visitor journey" by a British couple, our targeted market, was extremely revealing. We learned how to place ourselves in their shoes, and the action plan developed was detailed, achievable and pragmatic as a result. The team's study has been followed by tangible results.”
L&R’s knowledge of the Somme scene proved an asset when then invited to review the delivery and operation of the major new Anglo-French visitor centre at Thiepval for the project partners (the Interreg Programme, the French local authority and the British Charity for the Centre).
European Commission Tourism Projects
L&R International, under the leadership of Gerry Carver, has planned, managed and successfully delivered a range of high profile initiatives for the European Commission.
The first initiatives were tourism training and development seminars in Central and Eastern Europe in the wake of the fall of communism across the continent. Essential to the process was conveying the nature of the western capitalist-based tourism economy and its distinction from a command economy.
Projects included:
Bulgaria and Slovakia Tourism Training and Development Programmes
L&R developed a partnership with government departments and key universities to plan and implement training programmes to assist these countries in adapting to market economies in tourism. A 2-week programme in Varna, Bulgaria, addressed Black Sea Coast tourism issues whilst a 3-week programme in Central Slovakia dealt with rural tourism development. L&R has an ongoing Slovak partnership with Mateja Bela University in Banska Bystrica.
CEC Phare Programme, Poland - Training Programme for Tourist Administration and the Tourist Industry
L&R planned and presented a series of ten marketing and customer service training courses for a wide range of public and private sector tourism professionals in Poland. The courses were presented in conjunction with L&R's Polish partners, the Lublin Business School, at four regional centres - Kazimierz Dolny, Ciechocinek, Pulawy and Lancut.
European - Middle East Tourism Conference - L&R in association with Tourism and Leisure Partners, Dublin
L&R researched, planned, organised and presented a conference attended by over 100 European and Middle East tour operators and government officials from Egypt, Israel, Jordan and the Palestinian National Authority. The event was held in Aqaba, Jordan, shortly after the signing of a treaty between Jordan and Israel. This was part of the European Commission's contribution to the multi- lateral international Peace Process at that time.
Middle East-Mediterranean Travel & Tourism Association - European Division
This involved developing a chapter of the worldwide organisation being established as part of the Middle East Peace Process.The contract required liaison with the Ministries of Tourism and European National Tourist Offices of Egypt, Israel, Jordan, Palestinian Authority, Cyprus, Malta, Morocco, Tunisia and Turkey. Attendance at the major international tourism exhibitions formed an important part of the work. Promotional seminars were also organised and presented in Brussels, London, Madrid, Milan, Copenhagen and Frankfurt.
Caribbean Tourism Organisation: EC Caribbean LOME Programme - for TTC International
L&R undertook an extensive assessment of the value and effectiveness of the participation of Caribbean countries in European Travel Trade Shows. Surveys and appraisals were undertaken at 6 major European shows – WTM London, ITB Berlin, BIT Milan, TUR Gothenburg, Holiday World, Dublin and Reisen 2000, Hamburg, and at 3 CTO Chapter events in Zurich, Hamburg and London.