The Town of Jablonec nad Nisou has received a grant for a project involving “The Jablonec Area as the Tourism Centre for the Jizera Mountains”under the NUTS II Northeast Regional Operating Program: The grant’s registration number CZ.1.13/3.2.00/02.00193. The value of the project is 7,309 thousand CZK, of which 6,760 thousand CZK is accounted for by the grant. This is a three-year project which starts in August 2008 and ends in October 2011. The project constitutes thepinnacle of the almost twelve-year existence of the information centre.

The project includes:

1. the establishment of and support for the activities of the Regional Tourist Information Centre (RTIC)
2. the Jizera Mountains Tourism Region Without Barriers
3. the use of the local monuments in tourism products and programs
4. marketing support and promotion for the Jizera Mountains Tourism Region and targeted marketing

1) The establishment of and support for the activities of the Regional Tourist Information Centre (RTIC)

The RTIC will carry out the following tasks:

• the management and coordination of the activities of the TIC network in the Jizera Mountains Tourism Region
• systematic and continual cooperation with the other subjects in the region with the aim of developing tourism (public administration, the private sector, non-governmental non-profit organisations and so on)
• the development of the marketing activities for the Jizera Mountains Tourism Region
• the collection and updating of data on the tourism offers in the Jizera Mountain Tourism Region
• consultation and advice provided to visitors and tourists
• the creation of tourism projects (tourism programs and products)
• the monitoring of the needs and wishes of visitors, market analyses and the securing of feedback
• the monitoring and evaluation of visitor numbers in the Jizera Mountains Tourism Region
• education in tourism

Given the demanding tasks and the variability of the activities of the RTIC, a new work position for the function of RTIC Manager will be created.

Activity 1) can be further divided into further sub-tasks which constitute part of this project:

• the selection of a new employee for the RTIC
• the steps associated with the establishment of the RTIC, close cooperation with the TIC in the Jizera Mountains Tourism Region and setting up the system for the management of the TIC network in the Jizera Mountains Tourism Region
• the creation of the RTIC logo and the preparation of the graphic manual
• regular training and education for the RTIC employees or for human resources development in tourism
• the definition of the tasks, authority and responsibility, the set up of the system together with the cooperation within the framework of the network of tourist centres in the Jizera Mountains Tourism Region, the concretisation of the RTIC’s activities
• communication within the Jizera Mountains Tourism Region - the Liberec, Jablonec, Frýdlant and Tanvald areas
• the realisation of the sub-tasks leading to the development of tourism in the Jizera Mountain Tourism Region, especially the monitoring of the RTIC visitor numbers, the selection and updating of the data on the tourism offers in the Jizera Mountain Tourist Region, the creation of a transparent and comprehensive database for tourism offers, promotion and marketing, the distribution of promotional and information material, publicity and so on

2) The Jizera Mountains Tourism Region Without Barriers

The creation of the “Jizera Mountains Tourism Region Without Barriers” program follows on from the already realised “Jablonec nad Nisou – A Town Without Barriers” project, because the Town of Jablonec nad Nisou has set itself the goal of developing activities concerning the area of support for the development of tourism for the immobile. As a consequence, proposals for tourism programmes for the immobile will be created, including a description of the routes, points of interest, auxiliary services and so on.

The target groups for this tourism product:

• individuals with reduced mobility (people in wheelchairs, people with temporarily limited mobility, elderly citizens)
• families with small children (prams)

The individual steps associated with the creation of the tourism programs within the framework of the “Jizera Mountain Tourist Region Without Barriers” are defined below.

2.1 The analysis of the documents, projects and needs of individuals with reduced mobility

The first phase of the establishment of this specialised program is associated with the analysis of the already processed strategic/program documents for the local, regional and national levels containing the problem areas of social tourism. Before the realisation of the local investigation (the monitoring of the lack of barriers), this activity will be consulted directly with immobile citizens and the appropriate experts. The aim will be to draw up a detailed summary of the barriers, the main inadequacies and the problems when accessing and visiting tourist attractions.

2.2 Monitoring the lack of barriers in the area of tourism

The monitoring will be undertaken in the form of a local investigation at pre-designated localities in the Jizera Mountains Tourism Region. The monitoring will not only take place in selected accommodation and catering facilities in the territory in question, but it will also be aimed at auxiliary services and the accessibility of the relevant tourist points of interest. The monitoring output involves the preparation of a final report with summarised information on the course of the monitoring and the ascertained facts or proposed methods of eliminating any ascertained barriers.

2.3 The creation of tourism programs for individuals with reduced mobility

The preceding local investigation creates the prerequisites for the creation of the tourism programs for individuals with reduced mobility or for parents with prams.

Tourist destinations which are “accessible to everybody” will be particularly chosen with a detailed description of the route (difficulty, total length, the length of the sections, points of orientation, the terrain profile, possible impediments and so on) and the connected tourist services (accommodation, catering, transport, social amenities and so on). A total of ca 10 tourism programs will be selected. These tourism programs will once again be consulted with the target groups and the appropriate specialists with the aim of verifying the output and data. The feedback will also include the physical inspection of the proposed tourism programs (for example, testing the routes with immobile individuals in the field and so on) prior to their introduction onto the “market”.

The compiled tourism programs will be clearly added to a map. The map parameters:

• Format - 622 x 670 mm (124 x 224 mm folded) + 6x folds
• Material - 135g glossy chalk paper
• colour - 4/4 cmyk

The map will also include translations in German and English.

3) The use of monuments in tourism products and programs

As is clear from the strategic/development documents of the Town of Jablonec nad Nisou, the varied types of monuments constitute potential for the development of tourism. On the other hand, their insufficient use in tourism is currently problematic. This activity constitutes a reaction to this problem. The topic of the use of monuments in tourism products and programs will only be targeted towards the territory of the Town of Jablonec nad Nisou

3.1 An analysis of the environment, the compilation of a database of monuments and the assessment of their use in tourism

An analysis of the available information or the gathering of all the data on the monuments will take place in the first phase. The collection of any supplementary information will then be undertaken by means of local investigations. The acquired information will be used to compile a summary of the monuments, including the statement of the type of monument, the basic characteristics, the localisation and the existing use of the monument, and the monuments will be categorised.

3.2 Monuments versus tourism products and programs

The previous activities form the basis for the proposal of the use of the selected monuments during the creation of the tourism products and programs. The main purpose of the proposed tourism products and programs lies in increasing visitor numbers to the monuments in the Jizera Mountains Tourism Region while respecting the sustainable development of tourism.

The proposed structure of the potential tourism products/programs:

• an apposite name for the product/program (the clear characteristics of the contents and orientation)
• the specification of the target group
• a detailed description of the product (program)
• the accessibility of the main and supplementary tourist activities, alternative activities
• the securing of the basic services (accommodation, catering, transport)
• information on the indirect services (ATMs, healthcare services, bureaux de change etc.)
• the basic price of the product (provided it is relevant)
• the promotion of the product (the proposal for the use of various forms of promotion)
• the distribution of the product

The outputs of the activity (the tourism products/programs) will be presented in a lucid manner in a printed publication. The publication parameters:

• Format: 100x210 mm
• Size: cover + 40 pages
• Colour: 4/4
• Cover: 200 g glossy chalk paper, inside: 135 g glossy chalk paper
• Binding: V1

4) The enlargement and improvement of the “Jablonec Roving” product

The “Jablonec Roving” tourism product essentially represents a game which takes visitors through museums, lookout towers, sports facilities and other points of interest in the region. Everybody who has a rover’s map and a game card can participate. The map shows trip destinations and the visitors receive a stamp on the game card during each visit to these destinations. Whoever collects 6 different stamps will receive a small surprise, while any completely filled-in cards will go into the draw for valuable prizes. The project resolves the enlargement and improvement of this product. Further potential trip destinations and subjects which can provide visitors with a stamp imprint will be addressed (it is expected that the product will be expanded to include ca 17 further subjects).

Visitors will receive the map and game card at the RTIC and at the further information centres in the Jizera Mountain Tourism Region.

The specifications of the printed output:

• The Jablonec Rover’s Map: graphic layout, translations (German, English), printing preparation, printing and transport, format: 622 x 670 mm (124 x 224 mm folded), 6x folds, material: 135g glossy chalk paper, colour: 4/4 cmyk, print run: 5000
• The game card: format: 296 x 105 mm, material: 250g glossy chalk paper, colour: 4/4 cmyk, print run: 5000
• Advertising stickers – format: 100 x 100 mm, material: a PVC sticker for exterior use, print run: 2,000 CZK. A colour picture drawing attention to the project. We will distribute the stickers to potential visitors to the Jizera Mountains Tourism Region.
• Key rings – a small souvenir, 2000 key rings
• Stamps - “Trodat”-style stamps, ca 30 stamps, the size of the printed picture: ca 40 x 40 mm.

5) Marketing support and promotion for the Jizera Mountain Tourism Region

The marketing activities are targeted at increasing the awareness of the Jizera Mountains Tourism Region and its attractions and at promoting the project outputs, especially the tourism products or programs.

The use of the marketing tools:

1. The establishment and development of the RTIC internet presentation
2. The presentation of the Jizera Mountains Tourism Region at tourism trade fairs abroad
3. The presentation of the Jizera Mountains Tourism Region in the media

Ad I) The establishment and development of the RTIC internet presentation

The RTIC internet presentation, which will constitute part of the website of the Town of Jablonec nad Nisou (www.jablonec.com), will be established within the framework of this project. This website will publish information about the Jizera Mountains Tourism Region and about the activities and services offered by the RTIC and inform browsers about the various project outputs.

The internet presentation will be created in 3 basic language versions (Czech, German and English). The administration of the internet portal has been proposed by means of the creation of a so-called editing system which will be operated by a responsible subject at the RTIC. The technical support will resolved via a supplier.

Ad II) The presentation of the Jizera Mountains Tourism Region at tourism trade fairs abroad

Tourism trade fairs constitute a significant tool for the promotion of the tourism services. International trade fairs are an ideal place for the presentation of the Jizera Mountain Tourism Region, because the presence of a large number of visitors, significant travel agencies, regional representatives, companies and other tourism subjects enables the effective presentation of the region. The participation of the RTIC at trade fairs abroad (probably in Utrecht in the Netherlands and Poznan in Poland) will be supported during the course of the 3-year project solution. This will therefore involve a total of 6 cases of participation at tourism trade fairs within the framework of this project.

Ad III) The presentation of the Jizera Mountains Tourism Region in the media

The main purpose of this activity is to promote and increase the awareness of the Jizera Mountains Tourism Region among domestic visitors or to support domestic tourism. To this end, the applicant will make use of the nationwide press which is mainly focussed on the area of tourism in order to present the Jizera Mountains Tourism Region and its attractions.