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Case study 12.2 Destination theming: Heidiland region, Switzerland Professor Ady Milman, Ph.D., Rosen College of Hospitality Management, University of Central Florida The continuing challenge of destinations to provide tourists with unique and memorable experiences has generated a relatively new trend of adopting theming as a strategy to enhance and develop the traditional components of the destination. This proposed orientation is not only in response to consumers' changes in tastes and preferences, but also as a marketing tool for sustaining destination competitiveness. Successful development of a themed destination is a combination of storytelling, creative design, sound financial projections, audience analysis, and planning. Like in modern theme parks, destination theming strives to create a fantasy atmosphere that is emotionally linked to the destination. The theme is mainly communicated through visual and vocal statements, but also through other senses. In many themed destinations, theming is reflected in archi- tecture, street furniture, signage, landscaping, costumed personnel, personal storytelling by tour guides and local residents, recreational activities, entertainment, music, food services, souvenir shops, and any other guest experiences. One of the most remarkable examples of destination theming is Heidiland, located in the eastern part of Switzerland where Johanna Spyri wrote her well-known book Heidi about an unwanted orphan girl who found happiness in the Alps (Spyri, 1996). Most of Heidiland's resorts and villages are about 5075 minutes from Zrich airport and approxi- mately 45 minutes from Lake Constance (Swiss National Tourist Office, 2007). In the early 1990s, the Swiss Tourism Board declared the Rhine Valley in the Eastern Canton of Graubun- den as Heidiland, and the region was re-dedicated in 2001 to commemorate the 100th anniversary of Spyri's death. The Heidi story is communicated to visitors throughout the region, but particularly in the village of Oberfols, considered Heididorf or Heidi Village. In the village, visitors can visit Heidi Haus, a mid-19th century Swiss hut decorated with Heidi-era furniture, kitchen utensils, and clothes to give visitors an authentic feeling for what life in Heidi's era was really like. The village also offers souvenir shops, a small petting zoo, and a post office where visitors can send letters with the Heidi postmark (Schur, 2007). In addition, the Heidi theme is also communicated through interactive experiences, especially hiking. The Heidi Weg (Heidi Path) is a one-and-a-half-hour mountain walk that features twelve signs in several languages, each with a different excerpt from the book and an explanation of some aspect of the scenery. On top of the mountain, there is a 200-year-old cow-herder's hut where hikers can meet a character who plays Heidi's grandfather (Schur, 2007). The area also developed a brand of mineral water called Heidiland Water. Tourism operators in Heidiland teamed together to promote the region with emphasis on healthy vacationing in an Alpine environment. Heidiland's tourism mission stresses that there is no intention of becoming a Swiss Disneyland or turning Heidiland into a giant theme park. Nevertheless, Heidi's story has provided an inspiration to develop a variety of tourist facilities, products, and activities based on the local existing natural and man-made resources. Discussion question Can you think of any region in the world where theming could be applied through pre-existing intellectual property? Suggest how the theme could be communicated to visitors? Brainstorm potential theming opportunities for your destination