Tourism on Fehmarn can benefit from the Fehmarnbelt Tunnel

These are two of the main results of a scientific study commissioned by Femern A/S and published on 1 November. The analysis was conducted by experts from Kiel-based Tourism and Recreational Research in Northern Europe (NIT).

Surprisingly little impact
The scientists conclude that the Fixed Link across Fehmarnbelt will in itself neither be a boom factor nor a disaster for the touristic development of the region. The study’s main author, Dr. Dirk Schmücker, confesses to have been taken somewhat by surprise about how little the actual – the objective – impact of the project will be for tourism (see also interview with Dr. Schmücker in this newsletter).

There is, however, a significant gap between these objective impacts and the subjective expectations of the guests on Fehmarn and in Großenbrode: the study reveals that many tourists are nevertheless concerned about disturbances the construction of the Fehmarnbelt Tunnel may cause.

Active and positive communication needed
A positive image-forming communication by all actors in the region involved in tourism therefore plays a decisive role. In the assessment of the scientists, communication has an even greater impact on the growth in tourism demand than the changes in the tourism products and services on offer that are actually to be expected on account of the construction and operation of the Fehmarnbelt Fixed Link. “Communication” in this case comprises not only information via media but in particular also personal conversation with present and future guests on Fehmarn and in Großenbrode.

Particularly before and during the construction phase this kind of communication has a major impact on whether visitors decide to continue to choose Fehmarn and Großenbrode as a destination. The report concludes, therefore, that Femern A/S has to do everything it can to minimise any negative effects the construction may have on tourism. This must include, for instance, ensuring that the bathing water quality at the beaches in the region will not be impeded during the high bathing season in summer by sediments originating from the dredging works for the tunnel trench.

A warm “velkommen” to Scandinavian tourists
The reduction in travel time means that Fehmarn and Großenbrode can be reached more easily by Scandinavian visitors in the future. For the Øresund region around Copenhagen and Malmö, with its around 3.5 million inhabitants, Fehmarn and Großenbrode will then lie within two hours. This creates the opportunity to expand the potential for day trips and stopover traffic. But the region will have to create additional services specifically targeted at these market segments to make the best use of this potential.

During the construction phase, the report concludes, the region can benefit from the creation of an attractive exhibition centre at the construction site that can attract additional day visitors. Already for some time, Femern A/S, has now been engaged in planning such an exhibition centre together with partners from the region.

About the study
The study 'Impact of the Fehmarnbelt Fixed Link on Supply and Demand in the Tourism Segment on the Island of Fehmarn and in the Municipality of Großenbrode' was commissioned by Femern A/S in spring 2009 and produced by independent scientists at the Institute for Tourism and Recreational Research in Northern Europe (NIT) under the leadership of Dr. Dirk Schmücker. It analyses both the periods during and after construction of the fixed link across Fehmarnbelt.

The full study may be downloaded here (available in German only). An English background report with more information and the results of the study is available here.