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Reached US$ 1trillion in 2010
World Tourism Market
2 Source: UNWTO Tourism Highlights 2011 Edition
+4.7% international tourism receipts
+6.6% international tourist arrivals
3
Middle East Tourism Market
5,5% 6,0%
International Tourism
Receipts
International Tourist
Arrivals
Middle East share of global
market
+14% the increase in
international tourist arrivals in the
region in 2010
Source: UNWTO Tourism Highlights 2011 Edition
Middle East Tourism Markets
179
700
1.118
2.911
5.995
6.774
7.352
10.755
Qatar
Oman
Bahrain
Jordan
Saudi Arabia
Lebanon
Dubai
Egypt
International Tourism Receipts (US$ million)
Source: UNWTO Tourism Highlights 2011 Edition
-16% Fall in hard currency earnings
Jordan hit hard
6 Source: Tourism In Jordan Hit Hard By Arab Spring, Musa Hattar 2011
The alternative to managing national
image isn’t not managing it: it is
allowing somebody else to manage it
Simon Anholt
9
‘
A country’s reputation stands still at
the moment the world heard the last
striking thing about it; and because
bad and shocking news is generally
more intriguing, more durable and
more persuasive than good news,
TV drives word of mouth
THERE ARE THREE KEY POINTS AT WHICH MEDIA CHANNELS
INFLUENCE OPINION LEADERS
FINDING OUT NEWS
OR INFORMATION
DECISION TO SPREAD
THE WORD RESEARCHING
FURTHER - AND
FORMING OPINIONS
Source: Carat/ BBC Word of Mouth Survey 2010.
64% of messages passed by
opinion formers are positive
51% of influential opinion
formers in Europe watch BBC
World News every month
Source: Carat/ BBC Word of Mouth Survey 2010.
European Opinion Leaders Survey 2011. Top 2% Europe
Opinion Formers
Spreading The Word
58%
63%
64%
74%
79%
82%
Luxury
Finance
Automotive
Technology
Travel
Entertainment
Category opinion leaders pass on information
about
Source: BBC Word of Mouth Survey 2010.
BBC Global Minds Survey Travel Survey 2011
Spreading The Word
According to a BBC travel
survey in 2011 3 in 4 would travel to an unknown
destination if it was
recommended by a
trusted source
Source: BBC Word of Mouth Survey 2010.
BBC Global Minds Survey Travel Survey 2011
To Summarise…
Invest in brand as well as infrastructure
Establish target audience of emerging
market
Association with a trusted source