"Development strategy of tourist product Salt Trail" in Zachodniopomorskie region

It is a strategy realized by PART SA – DGA consortium as a part of tourist-revitalization project “Brand Development Strategy of Polish-German Tourist Product Salt Trail”. The project covered towns and areas from the north - eastern part of the Zachodniopomorskie Region that are members of Towns and Communities of Parsęta Catchment Area Association. A bond connecting twenty six communities situated in a strip of land stretching out from Kołobrzeg to Czaplinek and Szczecinek is a medieval trade route – Salt Trail. It was a main trade route connecting the Salt City (Kołobrzeg) with the Great Poland lands. Currently, the Salt route may become a characteristic tourist product of Zachodniopomorskie Region, building the attractiveness of areas situated outside the coastline. Salt is an excellent distinguishing mark for three product pillars: history, health, and cuisine. The Route of the trail may soon become linear tourist product with the network of merchant’s agencies, Salt Inns, and Salt Spa. The rich history of acquiring and trading ‘the white gold’ may be presented in Salt Museums. And on the roads and forest track of the Salt Route one may meet a salt caravan.

The concept of the trail’s functioning, guidelines for tourist product building, and also a concept of promotion and marketing communication were created as a part of the project. A proposal of visual identification system and trail’s brand were a supplement to the project.

As a part of the Project landbrand is a co-author of:

• The concept of the Trail’s tourist products building
• The marketing element of attractions, infrastructure, events, and services
• The concept of Salt Trail’s spacial functioning
•    The segmentation of the Trail’s tourists