FISH ARE GOLD. Seatrouts from Fyn are silver

Transcription

1 FISH ARE GOLD Seatrouts from Fyn are silver

2 General facts about DK km2 5,4 mill. inhabitants km coastline The World Europe Member of the European Union since 1973 Denmark

3 General facts about Fyn: 3. largest island in Denmark 2,985 km2 478,000 inhabitants km coastline Odense H.C. Andersen 10 municipalites

4 VIDEO

5 Public organization 10 municipalities

6 Seatrout Fyn - PPC network organization 10 municipalities Secretary Municipality of Odense Syddansk Turisme Tourism marketing Advisory board Volountary experts from all 3 components companies - hotel, camping, restaurant, holiday cottage rental, guide service, fishing tackle dealers, TIC Danish Sportsfisher Association (NGO/grassroot)

7 Vision To develop the best place for coastal seatrout fishing

8 The 3 components of Seatrout Fyn Euro annually since 1990 Hatchery - original fish back in the streams Tourism development & marketing stocking stream restor tourism dev. Improvement of streams and rivers

9 Public private collaboration Fish in the water Better nature, more attractive place to live Value chain Attract anglers from DK and abroad Return on investment Tax revenue Fishermen spend money

10 Tourism key figures (Source: Evaluation, 2008) Bed nights Spending pr vacation 650 (Dkr 4.790) Daily spending 95 Spending fishing tackle Turn over Tax revenue, municipalities Job creation Annual municipality contribution 30 (Dkr 209) per day 5 mill per year (+ unknown) 0,5 mill. annually 28,3 full time 0,4 mill. annually 0,07 mill. (marketing)

11 Other strengths (Source: Evaluation, 2008) Fishing guide 117 fine fishing spots on Fyn sold in more then copies. Most popular fishing publication ever in Europe Offseason Rural development Settlement improvement Political back up UNEP Live Award: silvermedal 2010

12 From Offline to Online new web 2.0 site

13 From standard web to trendy web 2.0 site Web funding by EU Real time info to fishermen via Live Twits + blog by fishing guides Seatrout Fyn on Facebook Online catch reports All standard web features Mobile weather forecast Personal Seatrout Fyn site if you are registered Tourist information Many other features

14 From standard web to trendy web 2.0 site VIS HJEMMESIDE INTERNET-VERSION

15 Product and facility development Destination development Selecting + signposting 117 fishing spots (parking, path to the sea, birds..) Maps DVD s Folders, brochures, other prints Ambassador club SMS weather forecast Web site Guide service Competence development Network between private sector player Garbage + toilets Enterprise development Manual for hotel, camping, cottage rental, youth hostels, b&b Facilities to gut the fish Deep freezer Drying facilities for wet clothes Place for wet, dirty waders Lunch bags Specific individual development initiatives for: B&B, camping, hotel, holiday houses, Fishing tackle shops Etc.

16 Extremely loyal guests, who love the concept behind the fishing (Source: Evaluation, 2008) Gute Idee - weiter so. Schöne verbindung von Umwelt, Natur und Wirtschaft. Geil wir kommen 2 Wochen in December und 2 Wochen in April seit 20 Jahren. Nice place to fish. Always a nice fishing holiday. Not always much/big fish. Always hard work for a fish Wir haben leider keine Meerforellen fangen können. Schade. Wir kommen noch wieder. Social event, Gemütlich Will you have a fishing vacation on Fyn the next 3 years? Yes No Don t know 94% 2% 2%

17 Strengthen the concept Economic sustainability Case example: Commercial fishing industry on South Fyn 1990: 1100 jobs Return on investments 2010: 120 jobs 2020: 20 jobs Improving a better dialogue with commercial fishing industry / fishermen e.g. to create new jobalternatives for them Environmental sustainability Better nature Local committment & benefits Socio-cultural sustainability

18 Sad background Obstructions Environmental improvement Expansion of agricultural areas

19 INTRODUCING THE FRAGILE STAR Juveniles Eggs Smolt Water courses The sea Migration Seatrout

20 Why seatrout? After salmon, seatrout is the most attractive sportfish in Northern Europe, so Fyn has taken the position in the market as seatrout destination. Size matters. 1-2 kg is normal, but kg possible. Historical solid platform: Coastal seatrout fishing is developped in DK and very popular among local anglers on Fyn Seatrout fishing requires a skilled angler. Flyfishing is growing fast. Skilled anglers often take more care of nature and environment. Fyn has 1400 km coastline. Excellent natural condition 24/7/364. Nature along the coastline can carry more anglers than nature along the small streams of Fyn. Money matters. Seatrout anglers are more willing to spend money.

21 Improvement of streams & rivers Status main streams 219 obstructions are registered 189 obstructions removed or passage established (76%) Access to more than 450 km of 580 km main stream

22 Improvement of streams & rivers Main streams and tributaries 1000 potential obstacles Still work to be done

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25 Hatchery bringing back the original seatrout to the original stream

26 Fish Migration from Sea to Source

27 Sustainable considerations behind each fishing spot in printed fishing guide and website Google maps

28 Practical steps moving on Restoring rivers & streams New National Action Plan New knowledge, better solutions New strategy for hatchery New knowledge (Living North Sea) Improved fish stocking programs Stimulate private sector invovlment Social responsibility: youngsters without jobs Packages & cross selling web 3.0, mobile tech Competence development Facility upgrading

29 Thank you!