Page 76 - UNESCO_Zatec_MP_2021

B.5 PREPAREDNES OF THE NOMINANTED PROPERTY
B. ANALYTICAL SECTION OF THE MANAGEMENT PLAN
B.5.1 TOURISM ANNALYSIS

At present there is no overarching Tourism Strategy in place for the nominated property. Its development will be one
of the targets included in the short-term horizon (2021–2022). This strategy can be based on the official national and
regional documents the update of which is also scheduled for 2021 and therefore the strategy for the nominated
property can follow the most recent priorities set at the national and regional levels.

NATIONAL LEVEL

Czech National Tourism Strategy for 2014 - 2020
The Czech Ministry of Regional Development acts as an advisory and co-ordinating body for all organisations involved
in the tourist industry. An indispensable tool for the Ministry in this context is the 2013-2020 Marketing Strategy for
Tourism. This document was developed concomitantly with the National Tourism Strategy and primarily focuses
on Priority 3 – Destination Marketing. The Strategy itself was developed by CzechTourism, an organisation funded
directly from the budget of the Ministry for Regional Development. Establishing a close cooperation with this agency
will be in the centre of attention in the forthcoming year.

The Ministry of Regional Development also administers an important financial instrument – the Integrated Regional
Operational Programme which includes actions that can have a synergetic impact on the development of tourism such as:

TARGET 1.2: Increase the share of the sustainable means of transport which includes Support of Cycling for Transport.
TARGET 3.1: Enhanced presentation, protection and development of cultural heritage which includes the topic
of Revitalisation of the Selected Heritage Sites. The selected sites among others, include the properties inscribed on the
World Heritage List and the properties on the Tentative List in the category of cultural heritage.
Regional Level

Tourism Development Strategy of the Ústecký Region
76 The Strategy is aimed at the analysis of tourism in the region and outline measures which the Ústecký Region should
adopt to support the tourist industry in 2015–2020. This Strategy will be updated in 2021. The town of Žatec will
advocate again the repeated emphasising of the hop related heritage in the updated strategy.

Strategy for Cycling Tourism Development in the Ústecký Region
This is the key strategic document for the development of cycling tourism in the Ústecký Region; the cycling routes
situated in the nominated property area are integrated into the regional network of cycling routes on an ongoing basis.

Tourist Pass for Dolní Poohří
This pass is another tool of the Ústecký Region aimed at supporting tourism in the region. The pass gives its holder
discounted entry fees or free entry to tourist attractions in Dolní Poohří. The pass holders collect stamps at the sites
visited and can win attractive prizes in a competition. The pass is valid at 18 sites such as the chateau, Temple of Hops
and Beer, castle, zoo-park and the Museum of Hops and can be used for services such as small boat or raft rental,
bowling and paintball. More info on other uses of the pass, competition and latest news are available on the website
of the Dolní Poohří Destination Agency.

LOCAL LEVEL

Strategic Development Plan of the town of Žatec
In 2016 the town adopted the Strategic Development Plan which is an important document at the municipal level.
It is a binding document which in the relevant chapter specifies the priorities, opportunities and risks of tourism
development in Žatec. The priorities focus on the development of hop-related experience tourism benefiting from the
preserved values of the Žatec historical heritage. During the Strategy development the objectives of the Management
Plan were duly considered and reflected in order that these two documents complement each other.
Strategic objectives relevant for the nominated property

- KCR 1 Objective Regeneration of the cultural and historic potential of the town

- KCR 2 Objective Improvement of the quality of support services and their offer