CECTA aims to dispel Iron Curtain myths

Central european countries travel association by Matt Bond

CECTA aims to dispel Iron Curtain myths

Spreading a ‘new and exciting’ message

IT’S been a busy time for the Central European Countries Travel Association since it first launched to the trade in August 1999.

By the end of this year it should reach its 200-member milestone, and growing recognition from the trade, as well as its member governments, has given it a direction and strategy that bodes well for the future.

However, representing the interests of Central Europe as a region is not an easy task and the most difficult issue is raising awareness among both the trade and consumer.

Ask anyone who’s been to Central Europe and they’ll talk about green scenery, clean streets and efficient tourist facilities. But to most people the area still conjures up images of greyness, rundown buildings and crumbling economies.

CECTA chief executive Gill Wilson said this has to change.

“We have to get the trade to understand there is a place called Central Europe. We need to show Central Europe isvery different to Eastern Europe,” she said.

Most of Central Europe has emerged from the shadow cast by the Iron Curtain withan impressive tourism infrastructure. CECTA UK president Gabor Tarr said:”Some of the eastern part of Central Europe is very modern. There is major investment in hotels at the top-end of the market.”

CECTA’s long-term goal is to communicate this to the trade and to get the message across, it has staged workshops in Manchester and made presentations in member countries. On April 9, the association made a presentation to incoming operators and hotel groups in Warsaw, outlining the needs of the UK market.

Also available is a CD-Rom for agent training programmes which contains maps and highlights regional attractions. The CECTA website can be found at www.cecta.org

Developing a substantial Central Europe flydrive product is a key aim for CECTA. Although it could be difficult in a region favoured for city breaks, CECTA is confident the product will sell itself. It is keen to let the trade know that “borders are no longer barriers”.

CECTA chairman Terry Coates said: “These are new markets, so, apart from the niche players and specialist operators, there is a reluctance to even look at it. We and the national tourist offices of the individual countries are aware this problem has to be tackled.”

Car-hire companies are now beginning to return to Central Europe. They indirectly held back the market in the past by prohibiting travel across certain borders for fear of car theft.

Although business travellers remain the mainstay for car hire, leisure rentals are on the increase. Avis, Alamo, Budget, Holiday Autos and domestic firms such as Czechocar are putting their full weight behind developing the market.

Commodore Travel, Mastertours, Fregata Travel, CSA Airtours and Go have all joined CECTA and the organisation is planning further expansion.

Wilson added: “The message is come and discover. We are exciting and new.”

&#42 National tourist office CECTA members are Austria, the Czech Republic, Germany, Hungary, Poland and Slovakia.

Attractive: CECTAis keen to show that destinations like Salzburg have plenty to offer tourists