Project n°32
INTRODUCTION
Within the project, a new unique tourism destination was created – the Land of Bānītis.
Location – the outermost border of the European Union, Latvia, Vidzeme region, Alūksne and Gulbene municipalities, also known as the Land of Bānītis.
The Land of Bānītis – A world where you’ll never stop smiling!”
The Land of Bānītis is home to the only narrow-gauge train in the Baltics that still offers regular passenger service – the Bānītis (Land of the Narrow-Gauge Train Bānītis).
The Land of Bānītis, located in the Gulbene and Alūksne municipalities, is an industrial heritage gem that attracts tourists and boosts the local economy. It offers an authentic, playful experience in less populated areas, fostering cultural, entertainment, and nature-related services.
The project contributes by:
• Providing economic benefits to local communities through tourism.
• Enhancing local identity and the area’s appeal for living and business.
• Investing in the preservation of natural and cultural heritage. Its uniqueness comes from the authenticity of the narrow-gauge railway, used for over 120 years, and the quality of service. The product adapts to traveler preferences and emphasizes sustainable use of cultural and environmental resources.
PRESENTATION OF THE PROJECT
The project “Get to know and feel the Land of Bānītis!” is a logical continuation of the previous project implemented by both partners, with each project complementing the other closely. Key achievements of the project include:
To promote high-quality further development of the area, “Strategic Guidelines for Tourism Destination Cooperation in the Land of Bānītis” have been developed. To enhance the significance of Bānītis as a tourism destination for both Latvian and international tourists, a brand for the Land of Bānītis has been created, complete with identity signs and the slogan “A World Where You’ll Never Stop Smiling!” The aim of the brand is to provide a comprehensive professional and high-quality branding concept, content, visual identity, and digital solutions related to the natural resources, cultural heritage, and active leisure opportunities available in the Land of Bānītis for any traveler or tourist. This will enhance the recognition of Bānītis, support sustainable development of the area, and ensure effective investment in tourism development.
The target audience for the brand identity materials includes both Latvian and international tourists and travelers visiting and enjoying the tourism and active leisure offerings of the Land of Bānītis, as well as local artisans, producers, tourism and service sector businesses, partners, the community, and other interested parties. The project plans to mark at least 100 of the most interesting sites and locations in the Land of Bānītis. The purpose of the marking is to highlight the existing values of the Land of Bānītis that may sometimes go unnoticed by tourists and travelers. After marking the territory, an e-material will be created with a list of objects and places, including brief descriptions, photos, and QR codes for more detailed information.
Environmental objects have been created and installed. Six cycling routes have been developed and marked (with maps issued), 76 uniform directional signs have been made for Bānītis stations, stops, and objects, 20 pulpit-style tourism information stands have been installed, one large and two small information boards have been set up, a well-equipped rest area has been created, three cycling tours have been organized, two travel campaigns “Discover the Treasures of the Land of Bānītis!” have been launched, three conferences, twelve discussion circles, and two exchange events have been held.
Informational and visual materials have been prepared and published, including a video guide titled “The Treasures of the Land of Bānītis – 33 km in Length and Width!” with a duration of at least 23 minutes. The video will be filmed in different seasons to showcase the opportunities available throughout the year. It will include an overview of the Land of Bānītis – Gulbene and Alūksne, municipalities – and feature the narrow-gauge railway, local businesses, attractions, nature, and active leisure activities (e.g., skijoring, the “Outpace Bānītis” bike race, etc.).
Additionally, a video guide titled “The Treasures of the Land of Bānītis – 33 km in Length and Width!” and five thematic promotional videos “Come Enjoy the Treasures of the Land of Bānītis!” have been prepared, covering the following themes:
1. The Delicacies of the Land of Bānītis
2. The Cultural and Historical Heritage of the Land of Bānītis
3. The Natural Beauty of the Land of Bānītis
4. Active Leisure in the Land of Bānītis
5. Following Ferdinand’s Footsteps
Three clean-up events have been organized to maintain the area around the Bānītis narrow-gauge railway. https://www.facebook.com/banisazeme; https://visitaluksne.lv/visit/banisa-zeme/; https://www.visitgulbene.lv/lv/ko-darit/ekskursiju-piedavajumi/banisa-zeme, etc.
PRINCIPAL OBJECTIVES
Objective of the Project: To promote the economic growth of Gulbene and Aluksne counties by improving and promoting the Land of Bānītis and activating service providers, as well as strengthening the identity of the Land of Bānītis by developing a unified brand and integrating it into coordinated measures, offers, and solutions for promoting the region.
Includes three sub-objectives:
1. To enhance the accessibility of the two counties as a joint tourism destination—Bānītis—by increasing the number of tourists in the area through collaborative marketing activities.
2. To improve existing tourism products and develop new ones, as well as comprehensive offers based on the unique advantages of both counties.
3. To increase cooperation between the two neighboring municipalities in the tourism sector, while also fostering collaboration among local businesses, artisans, and producers.
The implementation of these mutually beneficial objectives, by involving stakeholders more widely and introducing specific activities, aligns with the Cluster Initiative. By skillfully coordinating the activities of the established network and advancing them in subsequent steps, it can boost demand for individual tourism services and enhance the destination’s competitiveness in both domestic and international markets.
ADDED VALUE OF THE PROJECT
One of the project’s indirect objectives is to foster continued collaboration in the future by establishing a coordination network for the development and operation of the Land of Bānītis. According to the specific situation and daily issues, representatives from research/tourism education sectors, specialized service providers, local community leaders, representatives of non-governmental organizations, or other municipal specialists (e.g., from sports or cultural fields) should be involved. During the project implementation, agreements need to be made on internal communication processes and formats, organizational memory, and rational (but not formal) work meetings with clear goals and issues to be addressed.
Work will continue to agree on how to integrate the offerings into existing tourism websites and related marketing channels (social media accounts, print materials, etc.) of Gulbene and Aluksne. It should be noted that both municipalities and businesses in the project implementation area participate in local and international tourism exhibitions as one destination—Bānītis Land.
Both the municipalities and businesses use the Bānītis Land logo as a key element of their branding. The Bānītis Land designation is used not only for tourism development but also for other areas. For example, the Gulbene Municipality has prepared a project titled “Stay Healthy in the Land of Bānītis!”
To further strengthen Banitis Land as a unique and attractive tourism destination, the project’s lead partner has joined the working group established by the Vidzeme Tourism Association. As part of the association’s strategy, “Vidzeme Tourism Cooperation Network Strategy 2024-2029,” four new tourism products are being developed within the Cooperation Network. One of these products is “More Adventures in Banitis Land!”
By participating in the development of this product, we will utilize existing foundations to prepare tourism offers that can be specifically promoted to foreign visitors. Additional activities will involve professional support and funding for further marketing and visibility enhancement, as well as digitalization for those businesses that actively participate in the Banitis Land product cooperation network.
Targeted coordination and smart implementation of cooperation, through the development of key priorities and involving stakeholders in destination management, provides rationality, greater efficiency, and return on investment from the unified use of resources.
