The role of HQR ’s in the service infrastructure in Nordic Countries

6.3 The role of HQR ’s in the service infrastructure in Nordic Countries

6.3.1. Finland

In the Etelä-Savo region service infrastructure has not been systematically developed but some special projects have been launched to foster the experience industry and networking. Regional authorities have promoted networking to increase the tourism activity in the region. Pilot programs have been established and some successful outcomes of these projects have been identified. The Charms of Saimaa network, Järvi Suomen Sydän (The Heart of Lake Finland) and Saimaa Seal Team are examples of networking projects which have been supported.

From the perspective of the strategy of Etelä-Savo region the role of HQR is important since the image of the region will be based on the landscape, purity and lake Saimaa. Ecological issues including the promotion of the demand for local food will be emphasized. The infrastructure for experience services where HQRs are an essential part of the value chain should be developed to create a proper base for the implementation of the strategy.

There are no special activities to foster HQRs but the region is well known because of the world class events: the Savonlinna Opera Festival, the Mikkeli Music Festival and St. Michel Trotting Races. One objective of the region is to improve the facilities of leisure time living and these events serve the purpose well. When asked about the significance and impact of the rural restaurants in the region county secretary Jukka Ollikainen said that the volume of the rural restaurants is sufficient. However, the seasonality is a challenge since only some of these restaurants are open all year. In spite of this high quality rural restaurants may have a huge impact on the image of the region. For instance, decisions to organize international meetings may be dependent on the service infrastructure of the location where the meeting will take place. In this respect both Tertti Manor House and Anttolanhovi are well known in different ministries. It is important to communicate the characteristics of the region to potential users of the services, and regional authorities may contribute to it. It would however be beneficial to create systematic marketing activities to support the development of the businesses in the region.

From the regional perspective the required resources to improve the operational environment or infrastructure to be able to develop a further cooperation and networking in the experience industry is dependent on the characteristics of the region. In Finland such national or regional From the regional perspective the required resources to improve the operational environment or infrastructure to be able to develop a further cooperation and networking in the experience industry is dependent on the characteristics of the region. In Finland such national or regional

 The development program of tourism in the Etelä-Savo region 2007 – 2013  Local food supplies and food services supporting tourism (EU funded project)  First-class food supplies from ecological county 2008 – 2012  Landmarks Program 2010 – 2013/14, Rural areas as a resource for society

(SITRA)  Sapuska - International business from food supplies 2008 – 2012 (TEKES)

All these initiatives and programs are indirectly affecting the role of HQRs. As county secretary Jukka Ollikainen says:‖ Similar infrastructure for tourism and experience industry cannot be built in every corner of the country .‖ Consequently the decision to establish HQR is mainly an entrepreneurial effort and should not be directly depended on the decisions of the society. But the regions should recognize the importance of HQRs as part of their attraction and service infrastructure.

6.3.2 Iceland

As stated above the public authorities and local companies created a growth agreement for the Eyjafjordur and Suðurland area. In Eyjafjordur the agreement was made for the period 2003- 2007 and in Suðurland for the period 2007-2010. These agreements specified a funding structure and strategy/policy for developing the regions. The focus of these agreements is especially tourism and food and fisheries. HQRs were not directly at the focus of the agreements but especially in Eyjafjordur it served as the platform for Friðrik Karlsson to build his networks and act as a promoter in food tourism.

National level policies have not been very influential for the development of the case restaurants. The growth agreement made for the Eyjafjordur area triggered increased cooperation among tourism providers which resulted in increased cross-promotion of the area as a tourist destination. Friðrik V was an important participant in these activities and benefitted from them. Additionally, the growth agreement increased cooperation among food suppliers and created a local network promoting local food, among other things through establishing a label. Regional policies in the Sudurland region have had minimal impact on the development of Fjöruborðið, and only recently have there been policies that can influence HQRs in general.

6.3.3 Norway

Innovation Norway and th e County governor‗s agricultural office (FMLA) have been active in Norway both in Finnmark and Nordland in order to mobilize and create networks for actors in the value chain. The promotion activities are originally allocated to primary producers but lately service providers such as restaurants and cafees and other excperience producers have become target groups too. It has been a growing awearness of the importance of presenting local food through local (high quality) restaurants and the food and HQRs roles in tourism. Innovation Norway has identified that these actors (HQR) contribute to the development of new products. In Norway a successful project in Nord-Trøndelag county; t he ―Gyldne omvei‖ (The golden detour) has inspiered others. This project made farmers, local food producers and Innovation Norway and th e County governor‗s agricultural office (FMLA) have been active in Norway both in Finnmark and Nordland in order to mobilize and create networks for actors in the value chain. The promotion activities are originally allocated to primary producers but lately service providers such as restaurants and cafees and other excperience producers have become target groups too. It has been a growing awearness of the importance of presenting local food through local (high quality) restaurants and the food and HQRs roles in tourism. Innovation Norway has identified that these actors (HQR) contribute to the development of new products. In Norway a successful project in Nord-Trøndelag county; t he ―Gyldne omvei‖ (The golden detour) has inspiered others. This project made farmers, local food producers and

In Finnmark a cross-national border network and cooperation with Finnish tourism entrepreneurs has been established. The purpose of this cross-border cooperation is to create a larger diversity of experiences and offer more accommodation possibilities. In the border area they found that in Finnish Lapland they offer accommodation but have few other experiences whereas in the Finnmark side of the board the situation is the opposite; few accommodation possibilities but many experience activities. The co-operation aims at take advantage of this and exploits the opportunities.

In Nordland a common initiative of FMLA and the county administration called ―Nordland - a culinary experience‖ aims at developing a food strategy and initiatives to develop small scale and local food production. The purpose is to get more actors to cooperate whether they are agricultural, marine, cultural heritage or travel businesses.

National and regional initiatives and networks to promote development of experience and food production in Norway include:

 The governments initiative on tourism (Valuable experiences)  VSP- for reindeer production  VSP for food  VSP for sea food/marine production  On the yard (Inn på tunet). Green care and service production at farms  Green travel industry  Arena travel (Arena reiseliv), four arenas are set up in Norway by IN  KONVEKST – digital tools for the experience industry  NCE – center culinary of expertise in Rogaland  The Norwegian research councils research programs on food and marine resources.

Our respondents emphasized the shift in focus from the primary producers, and promoting /supporting them to start this kind of production, to a focus on other parts of the value chain, for example on restaurants and actors in the travel and experience industry – as well as promoting co-operation between these stakeholders. The view is that for instance HQRs will contribute to the value added for the producers and identity building in local communities.

6.3.4 Sweden

In both Swedish case areas (Gotland and Öland) restaurants are seen as an integral part of the infrastructure. Öland, which is rather reactive than proactive in different measures, experienced recently an adverse trend of visitors. This made them aware that they need to increase the infrastructural base on the island if they want to be able to attract people in the In both Swedish case areas (Gotland and Öland) restaurants are seen as an integral part of the infrastructure. Öland, which is rather reactive than proactive in different measures, experienced recently an adverse trend of visitors. This made them aware that they need to increase the infrastructural base on the island if they want to be able to attract people in the

 Eldrimner, with Smaklust - food tasting fair in Stockholm  Goda Gotland, including Produkt Gotland, Matön Gotland, Kulinariska Gotland,

Gotland Deli, Tre Glas och Gotlandsgården.  Ölands skördefest (Harvest feast)