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Tourism: A Strategic Approach to
Managing & Marketing Destinations
Kiev,
June16/17/18,
2009
Sue Warren
Tourism in developing economies
to improve and nurture places for people to live, work and invest in - and for people to visit
to influence regional development and generate greater economic benefits for local people by improving working conditions and access to new opportunities
tourism is a content area for new EU funding streams (eg CBC projects)
tourism has a major role in to safeguard and encourage sustainability (social / cultural, environmental / economic)
Managing destinations holistically means a series of actions are required
this can best be addressed by all the different stakeholders working together at a destination level within the region
this is where the needs of the environment, the local community and businesses come most closely together
current fiscal environment means we must work harder!
Joining up
Then we get impact
quantifiable economic impact(direct, indirect and induced economic benefits)Tourism Satellite Accounting (TSA) measures
unquantifiable “soft” benefits….image, social inclusion, pride of place, quality of life, and poverty alleviation usually non-quantifiable, not measured and will never be accurately measured
sustainability managed (Sustainable Indicators)
tourism is part of rural development – EU agendas
Tourism is a competition. How to be a winner!!
The weakest link……
Destination Management
services infrastructure
attractors
Attractors - pull the marketproduct - well developed and value laden product
product development – meeting trends
Services - meet needs of visitors, high in-destination spending
Services – accommodation, restaurants, Guides, Tour operators, taxis, rental cars
Souvenirs, markets
product development –
quality offers, priced correctly
Quality Mark for accommodation & services
Infrastructure - facilitates access, quality and operation
makes the destination work with basic requirements for people, access…comfort…security...getting around
making it easy for tourists
soft: eg information systems, ICT
hard eg access (air, roads, signage), spatial planning, traffic control, parking, public amenities (rubbish control, toilets)
requires agreement on a consistent positioning a common set of core values which flex by
sector a common tone of voice for all communications one Brand Identity (visual and verbal language)
The goal is to agree on a brand which drives all strategy, communication and behaviors
brand
Focussed marketing to identified niches
noting trends….
Internet and individuality – move aheadEngage the mediaImagery – convey valuesEditorial and empathy – inspired literature, language carefully reviewedEvents – make a statementAdvertising – finding diversity in the story, review your language
Promotional activities – do a few things well
RCI regional marketing
Travel fairMagazine
article
Cultural event
Internet
Size of Market untouched by
promotion
Impact - find the right channels to
market
Destination Management - partnership organisation, holistic approach
destination management organisation (DMO)
New approaches to managing & organising destinations
Role C: Services for the
Visitor
Role D:Services for the
Industry
Role B:Attracting
the VisitorRole A:
Lead and Coordinate
A delivery structure that supports everyone in
tourism integrates tourism activity, harnesses resources &
ability to obtain funds more easily ability to prioritise infrastructure projects manage branding & marketing for a market-facing
destination makes the money go further reduces unnecessary duplication of costs & efforts
Benefits of this approach
Challenge 1:How to empower
producers / operators / users ?
Challenge 3:How to develop strategic knowledge and pro active
decision making ?
Challenge 4:How to secure
VCD financing in a fair way?
Challenge 5:How to facilitate access to affordable VCD services ?
Challenge 2:How to facilitate
meaningful dialogue between VC actors ?
Challenge 6:How to guarantee a a equitable,
conducive and inclusive environment for development of
the Value Chain ?
??
Look it as a value chain – the challenges
Strengthening producers / operators / associations / user
groups
Market IntelligenceValue Chain Financing
Value Chain Service providers clustering
Multi stakeholder platformsJoining up
Effective & inclusive public policy management
!!
Disciplined methodologies at each link
EU Agenda – new opportunities
requires a top down bottom up approach, and joined up
motivating for stakeholders
common preparation of EU project proposals dependent on coordination and collaboration
Structural funds; IPA funds - Cross Border Collaboration (CBC) projects which require linking rationales across borders
Observe the principles of sustainable tourism
1. using resources sustainably2. reducing over-consumption and waste3. maintaining diversity4. integrating tourism into planning5. supporting local economies6. involving local communities7. consulting stakeholders and the public8. training staff9. marketing tourism responsibly10. undertaking research
Project KickoffEstablish Need
Agree on Destination
InitialDestination Analysis
Scope Programme Identify Champions
Secure Municipality leadership & sponsorship of project
Set up “Working Party” to begin stakeholder engagement
Agree on Destination Strategy together - Divide Programme into clear elements
Identify Trainers etc, Strategic Partners, identify donor funding
Stakeholder feedback loops Use media Ongoing Monitoring
Begin Programme and score early “wins”
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Elements to consider
leadership & focus, genuine collaborative effort across public,
private and civil (NGO) sectors
how to create a competitive tourism destination
quality & sustainability, in accommodation, amenities, services,
and infrastructure
training to build capacity in product development, customer
focus & service, professionalism, pride of place
• identifying & securing sustainable funding streams
• identifying & removing constraints to performance (eg laws,
taxes)
Benefits for stakeholders to engage
individual business success success for the destination along the value chain
(sum is greater than the parts) more jobs, improved incomes, quality staff more investment stronger lobbying influence possibility of securing EU funding streams advancement in everything - product, services,
infrastructure, marketing, organisation linkages with related sectors and organisations more skills & training
Plan…a destination audit
define the destination identify trends understand the assets / products assess core competencies of the group understand the markets understand the competition SWOT for destination identify the gaps, address the issues
scope the Programme…ENGAGE with stakeholders!
Cases studies: Montenegro programmes
defined destinations – market-facing defined success investigated EU opportunities and used these to
motivate stakeholders inspired a client (LTO) to lead, stakeholders to join established “Steering Groups” agreed on needs – multiple programme elements began trainings: EU, branding & marketing; capacity building for activities relevant to each
group eg mountaineers association, souvenirs and handicraft, Trail, working with Tour operators
preparations to introduce Quality Mark programme
Results so far in Berane and Cetinje improved communication among local tourism
related stakeholders stakeholders aware of funding through IPA CBCs common preparation of project proposals with
project-oriented stakeholders, joined up, &
collaborating improving the overall destination and its parts More focussed marketing capacity building in: souvenirs and handicrafts & product development marketing and branding, sme development addressing organisation sustinability eg sustainability indicators
USAID projects in Zlatibor & Vranjacka Banja, Priljepolje
Results
Mayors integrated Tourism Strategy into Municipality Economic Development Plan
Municipalities sponsored infrastructure development of public spaces and support for rural tourism eg markets, Bus Stop, Spatial Planning; new signalisation
Results
working with Strategic
Partners doubled
funding available identified opportunities
for investors supported privatisation
of hotels & spa
Results
product development eg souvenirs, rural tourism – took study trips
targeted & improved promotions eg developed Internet site
integrated communications eg print brochure & maps etc all aligned & for all stakeholders
Results
from initial scepticism
built “team” of
stakeholders working
together good attendance for
trainings / programmes
Lessons learned
set up committed team, be prepared to be tough, don’t give up at the beginning!
sell it first as “what’s in it for me”.. big ideas, small scales
get some early “wins” though know that money follows vision
check you have identified the right “champions”
stay out of politics but don’t be politically naïve
Lessons learned
choose different hosts “Cascade” information “multilateralism” ie
network, partnerships work on multiple levels
to match expertise
levels of participants after first successes USE THE MEDIA be in it for the long haul