Regional Tourism Workshop Alexnder Babinov RCI Quality Mark : Practical implementation Experience and results from Bulgaria

Getting going Running the programme The costs of implementation The regional prespective Case Study

Why did we do it? Increase competitive advantages of small accommodations Increase competitive advantages of small accommodations Attract a new type of tourist Attract a new type of tourist Build a brand and a network around the brand Build a brand and a network around the brand Make small accommodations visible Make small accommodations visible

Benefits for Benefits for our tourism providers The systems behind the Quality Mark will help to improve quality Improve operator’s market position Becomes a member of a network Discover strong and weak points

Began as a USAID programme Hired international consultants Later we set up a new independent industry body to own & manage the Quality Mark Set up Assessment programme Independent professional Assessors Scorecard & the feedback process Mystery checks How we started

Awards of three grades…. …roses of distinction bronze, silver gold Grades to reward excellence

First steps Find a leader for the project The Work group is a must Identify resources and commitments Launch ceremony

Marketing Web site Print Guide Extensive media & PR activity: Articles “Famil” Trip for journalists Direct mail Trade Shows and special exhibitions

Governance The leading organisation manages the process The Work group does the creative work and the lobbying Research governance models Establish the best organisation and processes to protect your Quality Mark

Programme firmly established Assessors trained and robust Assessment programme Critical mass of licensees…:with more applying  10 accommodations with Gold Award,  24 accommodations with Silver Award  36 accommodations with Bronze  70 Total Awards  15% failed  10 pending licenses Results a year on ….

Assessments (outsourced) – Cost recommended US$300 per assessment based on 1.5 days per assessment (4 hour assessment, 4 hour preparation and writing final Report, half day for travel TOTAL US15,000 Expenses (70 x US$50 =US$3500)Note consultancy - training for Assessors (some provided by RCI or outsourced but estimated at 13 days based on 2 days preparation, 3 days training, 3 days on road with Assessors, 2 days travel, 2 days auditing initial Assessor reports, 1 day report to Licensing Committee TOTAL US 3500 Costs

Based on design of Quality Mark, corporate needs such as Folders for Information Packs for participants, Assessors, Media and stakeholders, Presentation stands Promotional materials: design and printing of general Flyer, Postcards, Car stickers, Certificates, Scorecards Quality Mark Print Directory TOTAL COST US$32,000 Internet site with booking portal being provided by RCI, country can choose to create new site or work with existing provider such as local Tourism Organisation to reduce costs TOTAL COST US$19,000 Media / public relationsUS$2000 Launch Ceremony US$4,000 Discretionary International Fair participation (2 different fairs), where the Quality Mark was exhibited(US$27,000) Marketing materials (outsourced) Other

web site

The regional aspect of the project Create a number of initiatives in the countries of the region Support then with know-how and consultants Facilitate networking with other local donors RCI will work to establish connections between projects in the different countries Common activities November 13 and Regional Best Practices Workshop - A RCI/BGI joint activity

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