TOURISTIC STRATEGIESDIVERSIFICATION, DIFFERENTIATION, INNOVATION

SURYA SRIDHAR

DIVERSIFICATION

Adapting the products to new tendencies or to different

clients to maintain a competitive position or improving the image of

a place.

Strategy of expansion which takes place when

a place creates, in a simultaneous manner,

new products and new markets

Offering the existing attractions but in a different manner (additional forms of

entertainment, equipments, activities) so

that they are seen as something new or more

attractive.

kerALA : INDIA

BEACHES, BACKWATERS, MOUNTAIN RANGES, WILDLIFE SANCTUARIES, LAKE RESORTS, NATIONAL PARKS

BEFORE

HERITAGE SITES, SHOPPING FESTIVAL, MEDICAL TOURISM, GASTRONOMY, CULTURAL TOURISM (DANCE, MUSIC)

+ PLUS

BALI : INDONESIA

GROWTH ONLY FOUND IN TOURISM NIGHTLIFE, BEACHES AND SHOPPING ATTRACTIONS IN ONE DESTINATION : KUTA, DENPASAR

CHAIRMAN OF BALINESE TOURISM : “BALI HAD THE POTENTIAL TO DEVELOP OTHER FORMS OF TOURISM FOR SPORT, SPIRITUAL NEEDS, MICE, WEDDINGS, SPA AND WELLNESS, ETC”

“WE ARE RICH WITH NATURAL AND CULTURAL POTENTIAL”

DIFFERENTIATION

Strategy of standing out and holding a "unique" position within the market, which is interlinked with the idea of

destination branding

Offering something that is not found in other places closeby

JUKKASJÄRVI, SWEDENGROWING BUSINESS IN THE INDUSTRY OF HOUSING PEOPLE FOR A NIGHT IN ROOMS MADE OF SCULPTED ICE.

REDESIGNED AND REBUILT EVERY WINTER.

ICE HOTELS IN FINLAND, QUEBEC, CANADA, NORWAY AND ROMANIA BUT THE OLDEST AND MOST FAMOUS FROZEN INN IS HERE IN SWEDEN.

UNIQUE, DIFFERENTE, SINGULAR SLEEPING EXPERIENCE.

COLOGNE : GERMANY

THE MULTICULTURALISM OF COLOGNE AS A NEW TOURISTIC PRODUCT AND THE DISTINCTIVE FACET IN THE MARKET POSITION AND BRAND IMAGE OF THE CITY WITHIN A MORE HOMOGENOUS GERMANY.

180 NATIONAL BACKGROUNDS -

TURKISH, RUSSIAN, INDIAN, ETC

NEIGHBOURHOODS

INNOVATION

Creation : Offering a new touristic product that uses imagination and

creativity

Developing : Offering a better version of one that exists, therefore improving

quality and brand image

DUBAI, UNITED ARAB EMIRATES

SMALL TRADING HUBBEFORE

NOWINTERNATIONAL TOURISM DESTINATION FOR LEISURE AND BUSINESS TRAVEL

WHY?• INFRASTRUCTURE DEVELOPED • CREATION OF AIRLINES• AIRPORTS• NEW HIGH END HOTELS• METRO STATIONS• QUALITY SHOPPING MALLS• CREATIVITY ATTRACTIONS

- INNOVATION ON A GRAND CITY SCALE THAT HAS IMPROVED BRAND IMAGE OF DUBAI

Hyderabad, india• DECLINE IN NUMBER OF TOURISTS DUE TO LACK OF SAFETY, REGIONAL UNREST AND NATURAL CALAMITIES

• DECLINE IN QUALITY OF INFRASTRUCTURE AND NATURAL AREAS --> INNOVATION NEEDED TO KEEP UP WITH WORLD

• AFTER A ONE TIME VISIT, THE TOURIST DOES NOT SEE

WHY THEY SHOULD COME BACK - NO NEW INNOVATIONS

• EXCEPT ARCHITECTURAL VISITS, NO NEW TOURISTIC PRODUCTS

ARE OFFERED