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What is Narva Museum? We are the city museum, institution of memory which deals with preservation of culture and history of Narva and the surroundings. The exposition is more-or-less the same in all city museums, as the Estonian history has developed the same way. But we have a slightly more extensive meaning, as the castle attracts tourists for us. We are in a very good location, as the tourism transit between Tallinn and St. Petersburg passes the front of our door. Therefore we started to develop the historical experimental centre. The objective is to revive the 17th century – the Golden Time of Narva. What does the restoration of history lie in? We are not going to make moulages – to bring a pile of boards from the sawmill, attach these with wooden screws and say that this is the centuries-old shed. All should be prepared manually and of quality. In the course of the last 60 years the three u-shaped wings – southern, western and northern wing - of the convention building have been restored in Narva castle. In order to be successful today and get money from EU, the wish to restore something is not enough. The question: “What is the new quality that you would like to achieve?” We searched for ideas in the Scandinavian countries. The Danes are the revolutionaries in the field of historical centres in Europe. The outcome of their purposeful work having started in 1960s provides us even farther aim. For example, at the archaeological excavations the Danes found the carbonized pieces of board of the then building from the ground. They built different houses and huts, covered with different roof material, set them on fire and covered with earth. 20 years later they excavated and made chemical analyses which is most close to what was found by the archaeologists. Also, the arrow wounds have been also examined in the near history. The half of swine was hung up and dressed with chain armour and different arrows were shot thereto to see the holes made by different weapons. The idea of the historical centre is though the playing-through of history, making the experiments, discovering some new or forgotten old knowledge. Which experiments have been made in Narva? We prepare the experiments. We have an environment where these can be conducted. The aim is to move closer to the era. The time machine could be created: you step in and understand how the things looked like at that time. This provides, for example, a good alternative of the academic education for the schoolchildren. This year we have been building the ancient ship. We pursue to make the even earlier form of boat – dugout – with stone axes which would be enormous work. Also, we have the distillation project. The local people have been excited that the museum will start to produce vodka. No, we do not start vodka production. I do not know how the ovens of that time functioned and which receipies were used. But in the 17th century the basis for the current strong alcohol culture was established. Also we would like to make the printing press. Gutenberg lived considerably earlier than in the 17th century, but the books became more available just then. The result of all experiments should remain at the disposal of the tourists. Is the objective to sell all this to the tourists? Surely. But we also need to acquire new knowledge and skills. The seminars and research publications should follow the projects. We just do not want the simple tivoli and circus, we want to go deeper. Who are the visitors of Narva Museum? This year the percentage of domestic tourism increased. But generally large tourism groups visit us who travel between Tallinn and St. Petersburg. We have a lot of Asian tourists, especially Japanese. We sell approximately 30 000 tickets a year. 85% of the sale is made in summer. Our budget is 12 million kroons, of which about two million is earned by ourselves. The museum is foremost the institution of memory and we do not have to make the ends meet. But if we are lucky to gain more money through the visitors, this is just outstanding. What are you offering to the tourists now? This year we set the herb garden in order, rather the garden of the Swedish botanist Carl Linne. He promoted in the 18th century the idea to value the manors and castle ruins with beautiful plants. The garden is used in the educational programmes, also the tourists can do some sightseeing here. In the northern yard the apothecary of the 17th century works in summers where the herbs, infusions and extracts are sold. They can also use the garden. This summer we hade a thematic event practically on each weekend. There is the area of handicraft with five workshops. We have prohibited to sell the plastic and other accessories. All that is sold should comply with the era. The souvenirs are here unique, not like the ones which are sold on Tallinn Town Hall Square. The tourist gets the coin with the ticket, one side of which depicts the coin engraved in Narva in the 17th century and the other side the coat of arms of the northern yard. The coin can be exchanged in any of our workshop against the souvenir or service. We always recommend the service – there is a blacksmith, potter, chemist, fretworker and pillow lace. As to us it is special that we do not pay salary to the craftsmen and they are not paying the lease to us. They are at us as the entrepreneurs, but not only the sale of souvenirs can be dealt with, but they should provide also services to the tourists. The coins will be repurchased by the museum at the end of the month. The sum paid for the coin is practically divided into halves – half remains for the museum, half for the craftsmen. We collect money to the common cash for these coins which will be lost with tourists. The premium will be paid from there to the best workshops each month. This is extraordinarily motivating cooperation model. How do you choose the master craftsmen to the northern yard? At the beginning we had no choice, as the local entrepreneurship activity is low. The blacksmith is up to now employed from Southern Estonia. The ceramist was also from the south, next year comes from Tallinn. No one has left. Only one had to be replaced as he started to sell some Lithuanian and Polish bauble. Do you have also crazy ideas? One idea is considered quite crazy by the heritage conservation. In our opinion the northern yard should become the quarter of craftsmen of the 17th century. This would also mean the buildings of that time. Heritage conservation interprets the plans as house construction. In our opinion this would be the exposition which will be taken down when the northern yard would terminate its activities. The old buildings will preserve only when they have any function. If no people would visit the castle, no one would dare to put money to its preservation. Which historical centres in Denmark are the examples for Narva Museum? Foremost Lejre, where the Stone Age, Bronze Age and Iron Age have been restored. One target group of visitors are the schoolchildren, as the Danish Ministry of Education supports the active studies. The children study among other things how to make porridge of the milled flour. But they are not used to it, as they eat only hamburgers and French fries at home which were not existing during the Stone Age. When they go home, they demand porridge from the parents and the parents are really worried – the children start to eat normally. Also, the chickens are slaughtered in the Danish historical centres. I do not know how this is possible in the European Union and the tourists make big eyes, but it has no negative impacts. The Danes make the history live. This is also our aim in Narva. • 16
Nominees for the Tourism Innovator 2009 We acknowledge the capable companies which have developed innovative and quality tourist products and which are competitive among both the foreign tourists visiting Estonia and domestic tourists. EESTI KONVERENTSIBÜROO MTÜ (ECB – <strong>ESTONIAN</strong> CONVENTION BUREAU) MTÜ Eesti Konverentsibüroo (ECB – Estonian Convention Bureau) established in 2008 is the roof organisation of the conference tourism, the aim of which is to introduce Estonia at the foreign markets as the international destination of conference and increase the number of conferences held in Estonia, by contributing to the decrease in seasonality of tourism demand and growth in the number of foreign tourists. The task of the Estonian Convention Bureau is the promoting and creating of the image of Estonia as the conference country, advising the clients and assisting in planning of the events and international cooperation. ECB is the neutral Estonian-side partner for the international associations, possessing the role of advisor and information mediator. ECB is the first instance to where the conference organiser, company, association, travel agent or event marketing company located in the foreign country turns to get the objective overview of the Estonian conference opportunities. ECB represents the companies directly or indirectly related to the organisation of the conferences and the state and local governments. Today the organisation has 25 members. For the first time in Estonia the public and private sector have gathered their resources: local governments of the largest conference cities (Tallinn, Tartu and Pärnu) and the private entrepreneurs with different interests (hotels, travel agents, event organisers, airline company Estonian Air, leisure centre Solaris) to jointly actively market the possibilities of Estonia as the conference country at the foreign markets. Also, the Estonian Convention Bureau has cooperation with the state, local government and research establishments, non-profit organisations and movements. The result is a very good sample of the cooperation of the private and public sector which has a considerable impact on the development of the Estonian tourism. Prior to the foundation of the Estonian Convention Bureau in Estonia there has not been joint active marketing activities of the conference opportunities and attracting the new conference clients to Estonia. Conference tourism is considered the tourism sector with internationally very high potential which in addition to the increase of export also contributes to the creating of the image of the state. Approximately 14 000 regular conferences of international associations are held in the world which constantly search for new destinations. Many of these conferences could be also organised in Estonia. In addition to the novelty as the conference destination Estonia has conference places required for organising, hotels and the advanced technological equipment. The development of conference tourism is important for Estonia to decrease the seasonality of tourism and increase the export of tourism products. According to the recent statistics the conference tourist spends in average 565 USD a day and 2568 USD per conference (ICCA data for 2008). The Estonian Convention Bureau is the member of the international roof organisation ICCA (International Congress & Convention Association) since 2008. TORI KURADID The entrepreneurs from Tori created the voluntary cooperation network “Tori Kuradid“ (Tori Devils) for providing the tourism services with the following members: KlaaraManni Holiday House (Klaara Manni), Tori Hiking Centre (Santon OÜ), Tori Hobusekasvandus OÜ, Tori handicraft chamber (Arteljee OÜ), Sookolli Diner (FIE Maigi Loite), Matogard OÜ, FIE Anne Borkvel, Rahnoja Hunting Association (Aadi Saar), Madi farmhouse (FIE Ülle Parm). The initiator of the association is KlaaraManni Holiday House. In cooperation with 4-7 entrepreneurs the integral moments of experience through the local heritage, nature and cultural story are offered to the visitors through the activities. The joint activity is the outstanding sample of the local cooperation where the entrepreneurs cross market each other’s products to win the clients and offer them the best service with the diverse choice of services. By combining the different services (accommodation, active holiday, different activities, catering etc.) the original and varied product package is offered to the clients, being flexible at the same time and by making maximum use of the strengths of the district. The cooperation network is a voluntary self-initiative association. The precondition of influential functioning of the network is the fact that all participants are equally strong partners who have clearly developed differentiated services and who are interested in strengthening of the sustainability of the district through the joint activities. There is cooperation with the local government to make Tori rural municipality and Soomaa district more attractive. 4 different main packages are offered which can be always also recombined by considering the clients’ wishes, weather, client’s profile etc. The packages have been built based on the topic (go rather to hell, spa of country woman, hunter’s stories in Tori bog, master class of handicraftsmen at the edge of hell) and involve the important sightseeing and natural resources of the district. The events and activities are carried out with the local guide sharing information and stories regarding the district. The guests are actively involved in all activities by enabling them to get closer familiar with the peculiarity of Tori district and at the same time experience the joy of joint activities through personal direct experience. Different services have been connected with each other: canoe trips on Soomaa rivers (Navesti–Pärnu River), horse riding, trips with horse carriage, sauna pleasures (terrestrial or ferry sauna), development of needlework skills in handicraft chamber with instructor, hunter’s stories near Tori bog with picnic from the local caterer etc. The local raw materials are used in the food list, the providers of services are all local entrepreneurs. The cooperation network functions proceeding from the principles of saving tourism and practices green way of thinking (sorting of garbage, notifying the guests of the principles and rules of saving use of nature, taking care of the cleanliness of the surrounding, organising the events without so-called traces). The sale through cooperation network improves the quality of providing the service and the route of the client as the client can comfortably book all services from one service provider, regardless of the service provider the client first contacts. The feedback system has been used in client service, on the basis of which the development activities of products and services and the improvement of service quality take place. Most of the clients are the Estonian citizens, the percentage of foreign tourists is lower as there are less of them in the rural districts. In order to increase the percentage of foreign tourists there is cooperation with the accommodation establishment of the City of Pärnu to provide the products of nature tourism to the city and spa tourist. • 17
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