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Linking Fisheries
to the Tourism Economy
Sardinia, 22-24 October 2013
Marko Koscak
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Our working logo and…:
TOURISM –
YOUR EVERYDAY
LIFE IS SOMEONE
ELSE’S ADVENTURE
Loesje
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HOW TO ATTRACT…?
the right kind of tourists
the right amount of tourists
at the right moment
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CONCEPT OF PRODUCT -> Marketing consequence
THE FLAG’S TOURISM
COMMUNITY
ARCHITECTURE HERITAGE
PRE HISTORY CASTLES
CHURCHES VILLAGES
FISHING but also RIDING
CYCLING WALKING HUNTING
CRAFTS LOCAL EVENTS
FOOD PESCA-
TOURISM TRADITIONAL
MUSIC
SEA but also
MOUNTAINS, /LAKES RIVERS
FOREST NATURE
SCENERY
SEA/COUNTRYSIDE/ HARBOUR/TOWN
FISHERIES HERITAGE
FISHERIES LIFE FISHERIES RELATED
ACTIVITIES
PRODUCT & INTEGRITY
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BROADENED MARKETING !...CONT’D
DEFINITION OF PRIORITY MARKETS (market analysis, traditional markets…)
COST EFFECTIVENESS OF EFFORT (realistic assessment what brings the most effect on action)
IDENTIFICATION & MOTIVATION OF SUPPLIERS (all community is in position to satisfy the customer…every FLAG member is a potential advocate for tourism)
CONTINUITY OF PRESENCE & SUSTAINABILITY OF ACTION (it is a long term and permanent action…)
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BROADENED MARKETING !
DIFFERENTIATION OF APPROACH (to optimise marketing efforts a differentiated approach towards different markets should be adopted. This recognises the different contributions each market makes
to the overall visitor economy and its growth potential…)
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AVOID THE TRAPS!
MARKETING IS PROMOTION !
TOURISTS WILL COME IF WE GO TO ALL THE FAIRS !
TOURISTS WILL COME IF THE TOUR OPERATORS LIKE US !
TOURISTS WILL COME IF WE HAVE A NICE BROCHURE !
TOURISTS WILL COME IF WE HAVE GOOD PARTIES !
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THE SALE’S NOT MADE ‘TILL THE MONEY’S PAID
PRIVATE SECTOR - SELLS + BENEFITS!
PUBLIC SECTOR - DOES NOT but DOES BENEFIT!
PUBLIC + PRIVATE MAKE PRODUCT!
THE PRIVATE SECTOR MAKES PROFITS WITH MONEY!
THE PUBLIC SECTOR MAKES PROFITS WITH ECONOMIC STRENGTH & JOBS!
TOURISTS GET A GOOD DEAL!
WIN - WIN !!!
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Domestic market
Always an important market - keep it high on marketing agenda
Cooperation with the NTBs/RTBs to identify priority domestic target market cities/regions
Collective and co-operative marketing – a shift in consumer perception towards travelling into the territory/region, including:
Attendance at regional tourism fairs;
Limited advertising of the territory/region and the FLAG's products;
Creation of a domestic VJP, in conjunction with the NTBs/RTBs with adequate PR programme; and
Invitations to special interest domestic outbound operators active in these territories/regions.
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International market
FLAGs’ product – a niche approach to specialist operators and organisations in the primary target markets
FLAGs’ resources must remain focused and highly targeted
The database – a minimum number of niche operators who can commit to both moral and financial involvement in the FLAGs’ product, relative to the value and volume of tourists required to show incremental results
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International market..cont’d
FLAGs with NTBs/RTBs identify specialists in international markets, create a database and target them through:
Personal ‘phone calls and regular updates’ of product development;
Direct mail and inclusion in a newsletter mailing list;
Personal invitations to visit (as part of the NTB trade development programme, or as an individual trip);
Attendance at the major Trade Fairs of World Travel Market (WTM) and/or Internationale Tourismus Börse (ITB) or others in conjunction with NTBs.
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International market….cont’d
FLAGs should identify ‘Key’ Inbound Tour Operators within their countries and:
Make personal presentations;
Create inspection visits;
Keep regular contact about product development issues, and
Join the relevant Industry body concerned with Tourism and travel issues (guided by the NTBs/RTBs knowledge).
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Our experience: International team Heritage trail marketing consultancy
Involvement of Commercial partner – KOMPAS Novo mesto – inbound tour operator
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Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP)
Two of the most successful activities on Heritage Trail marketing experience…
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Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP)
Consumer awareness and motivation is critical for destination being, at least, considered as one alternative for the annual holiday
Media journalists are highly influential in this role, (unbiased and honest appraisals of a destination’s attributes and shortcomings)
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Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP)
The most productive method – anecdotal reporting
Targeting the local media direct and the International media through the National VJP of the NTBs/RTBs
Negotiate to have your region included in as many of the visiting journalists’ itineraries as possible
A focus on times of the year which are attractive in seasonal terms or when particular festivals and events are scheduled
Itineraries should be pre-agreed with the NTBs/RTBs and hosted by the private sector within the FLAG area/ region.
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Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP)
Education about the destination attributes – priority activity of the FLAGs
Travel industry must know of the destination in order to be motivated to recommend and sell the packages – educational ‘familiarisation’ trips both for local operators and international operators in the target markets.
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Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP)
Two options:
Productive, or potentially productive, agents of the niche partners, as well as the partners themselves, invited to be hosted by the private sector with an app. one-week tour of the highlights of the FLAG’s products (focus on places, people and hospitality)
Co-operation with the agent ‘fam trip’ programme of the NTBs/RTBs (a shortened version of the week’s trip within a wider national programme). The FLAG’s should negotiate for a fair and equitable share of the annual ‘fam trip’ programme
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Our experience & findings
Destination creates potential tourism products
New tourism destination – very difficult to launch internationally
The Gateway – new product formulation
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Stages of Commercial Product Adaptation and Implementation
Travis’s market research
New adjusted Heritage Trial model - “The Gateway”
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Our experience & findings – cont’d
Continuity of personnel
Multiple stake-holders
Hopeful pointer to others
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Some statistics…Heritage Trails
KOMPAS NOVO MESTO d.o.o.ŠTEVILO TURISTOV NA DOLENJSKEM IN V BELI KRAJINI V LETIH
2002 - 2011
3886
3066
2629
3029
2546
2147
17591412
582453
0
500
1000
1500
2000
2500
3000
3500
4000
4500
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
število potnikov
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Heritage trails…
Destination
management:
Vision and
regional brand
Key markets and
Organisational
structure-
partnership
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Thank you for your attention!
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