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CIVITAS FORUM 2014 Casablanca, Morocco Claudio Mantero, Horrios do Funchal

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2 Legacy of CIVITAS Plus: the Tourist Kit Horrios do Funchal Is very active in urban and interurban mobility initiatives, participating in a wide range of different European, National and worldwide projects within the DGTREN, INTERREG, Intelligent Energy Europe, and ERDF. Funchal Funchal is a small city of 100.000 of permanent residents. 1.5 million people (mostly Europeans) converge on Funchal for relaxation and leisure. They take back to their home cities the experience of the sustainable mobility offered by Horrios do Funchal. Therefore the influence that a public transport operator can exert on the wider European city environment is considerable. CIVITAS FORUM 2014 Casablanca, Morocco Claudio Mantero

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3 From a supportive action to a flagship initiative With CIVITAS-MIMOSA, Funchal has launched the Green Line, including: Refurbishment of bus stops New accesses to public beaches Fresh bus design New communication supports like Bluethooth at bus stops, on-street multimedia kiosks, and a package of tickets designed to meet tourist needs the Tourist Kit Initially foreseen as a supportive action of the Green Line, the Tourist Kit turned out to be one of the most transfer-worthy actions ever developed in CIVITAS CIVITAS FORUM 2014 Casablanca, Morocco Claudio Mantero

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4 The Tourist Kit service December 2012 April 2013 Summer 2014 Focus on services that provide added value for tourists Idea of real-life experiences not fake and artificial To sell destinations and events rather than just transport services. Examples of this are highlighted in the next slide. CIVITAS FORUM 2014 Casablanca, Morocco Claudio Mantero

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5 New pillars of the tourism-wise strategy at a glance Sustainable touristic guide - Weve produced the first tourism and mobility guide tailored specifically to PT fans. - This guide will be printed and handed over at the hotels with which the PT Operator has set agreements, but it will also have a downloadable version so than everyone can carry it with them Audio Trip app. - This is becoming tourists favourite application to move around Madeira in a sustainable way - It provides valuable tips and history lessons as the busses wind their way through the mountains and forest of Madeira CIVITAS FORUM 2014 Casablanca, Morocco Claudio Mantero

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6 Successes and less successful outcomes Tourist Kit has been successful in: Reducing traffic & noise for tourists/citizens Replacing hotel courtesy bus by public bus line Making tourists Local Champions of Sustainable Mobility Creating a mind-shift among hotel managers CIVITAS FORUM 2014 Casablanca, Morocco Claudio Mantero 20092010201120122013 1 day ticket8.39310.74716.02713.327 13.857 Kit Turista 1 day2.5453.7123.648 3.544 Kit Turista (%) 24%23%27% 26% 3 day ticket2.6772.7403.5282.959 2.714 Kit Turista 3 days480660765 499 peso do Kit Turista (%) 18%19%26% 18% 5 day ticket2.2862.8443.5492.717 2.762 Kit Turista 4 days383650550 440 peso do Kit Turista (%) 13%18%20% 16% 7 day ticket 2.657 Kit Turista 7 days 15 peso do Kit Turista (%) 13%18%20% 1%

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7 Nonetheless... Tourist Kit has been slightly decreasing its sales (-10% in the last 2 years). Reasons can be found in: the global shortage of PT users (-5% in the last 2 years) growing competiveness of transport-related services that offer high commissions Successes and less successful outcomes

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8 Tourist Kit triggers How did we persuade Hotel directors to join forces with us? We highlight the financial advantages for their hotels Propose tailored solutions meeting their commercial interests We give support to merchandising and hotel promotion How did we persuade receptionists to sell Tourist Kit We offer them discounts (gifts) based upon their selling dynamics How did we persuade tourists to purchase Tourist Kit We offer them the chance to purchase the ticket in their own hotel, a place where they feel more confident on purchasing goods because staff speaks fluently their language We offer them a free map (hard copy) of the whole PT network We provide them with new mobile apps that can help them move around with ease Behavioural change was possible thanks to an multilevel approach that seek to fit the motivational needs of all three target groups: i) hotel directors; ii) receptionists; iii) and finally tourists

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9 Food for though Debate to which extend can public authorities stimulate vending channels which require high level of discounts and strong commercial impulse Regulation and public service: - which level of discounts can a public body give away and what are the limits to it (e.g. is it reasonable to give more carrots to tourists than to residents?) There is more to motivation than carrots and sticks! CIVITAS FORUM 2014 Casablanca, Morocco Claudio Mantero

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Thank you! Claudio Mantero Contact Details Horrios do Funchal Fundoa de Baixo gep@horariosdofunchal.pt http://www.civitas.eu