Advisory services for municipal administrations of EURO 2012 host cities

Project description

Title: Advisory services for municipal administrations of EURO 2012 host cities
Commissioned by: German Federal Ministry for Economic Cooperation and Development (BMZ)
Country: Ukraine
Lead executing agency: Ministry of Infrastructure; Ministry of Regional Development, Building and Housing and Communal Services of Ukraine
Overall term: 2010 to 2015

Ukraine. CPD to improve the level of service. Confectioners attending a master class in Lviv, the chocolate capital. © GIZ

Context
The cities of Kyiv, Kharkiv, Donetsk and Lviv were match venues for the 2012 UEFA European Championship, which was hosted jointly by Ukraine and Poland. A sport-loving country, Ukraine hoped that the event would result in stronger EU integration. The key question was: how can major sporting events be used to promote the sustainable development of the country and its people?

Objective
Administrative resources and capacities for national and international marketing and economic promotion and for urban public transport systems are increased in the four EURO 2012 match venues.

Ukraine. Using major sporting events for city marketing. EURO 2012 produced media contacts worth almost 500 million euros  © GIZ

Approach
The project is working in two main areas: municipal economic promotion, with a particular emphasis on city marketing, and the improvement of public transport. The aim is to boost local economic performance and enhance the planning and organisation of public transport for almost eight million people. GIZ worked with the relevant departments of each city to organise a host of workshops and training activities as well as study trips ahead of the tournament. Support in the area of transport was provided primarily by a consortium headed by Leipzig firm VCDB.

Partners learned how to optimise visitor information in the city centres, how to conduct targeted marketing campaigns, and how to more effectively plan and organise public transport.

Using medium and long-term strategies, GIZ has been supporting the newly established entities, such as the tourism promotion departments, since mid-2012. Key components of these strategies are tourism alliances between the state and private companies, improved marketing instruments – such as online sales and participation in trade fairs – and the establishment of a monitoring system to record the socio-economic impact of tourism. In the area of mobility, new, environmentally friendly means of transport such as bicycles and express buses are becoming more significant in the urban transport mix. City partnerships, for example those between Nuremberg and Kharkiv or Munich and Kyiv, are playing an exceptional strategic role.

Results
By the end of 2013, visitor numbers to the partner cities and Ukraine as a whole had increased rapidly, reaching a record 25.7 million people. Lviv saw its annual tourist figures increase to almost two million visitors, twice the number that came in 2011. In the Ukrainian capital Kyiv, some 17,000 people now earn their living in the tourism industry. Two new alliances between the state and private companies are ensuring that synergies are leveraged for marketing and developing these tourist locations. The newly established tourism departments in Kharkiv, Kyiv and Lviv are working from their own budgets, most recently with a strong emphasis on systematically unlocking potential for business tourism.

Some 4,000 experts have been trained as part of inter-company continuing professional development and are helping to improve the level of service on an ongoing basis. According to figures from the Ukrainian Ministry of Economic Development and Trade, tourism accounts for almost nine per cent of the country's economic output. For the first time, the cities have a clearly defined brand. Since 2013, Ukraine has used the umbrella brand 'All about U' in its tourist industry.

There has been a significant increase in knowledge about modern planning instruments in the area of mobility. Three new concepts have been submitted in Kyiv, Donetsk and Lviv for the introduction of express bus services. The number of master plans for cycling has increased from only one in 2011 to the current 14 nationwide, and there has been a fivefold increase in the number of cycle paths built to meet needs.

Two working groups ensure that experiences from planning and construction work in the country are fed into the process of adapting standards for urban public transport systems to bring them into line with EU regulations.

Ukraine. A new umbrella brand for Ukraine as a tourist destination, developed within the scope of the EURO 2012 project © GIZ

Contact

Mathias Brandt
mathias.brandt1@giz.de