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Tourism: A Strategic Approach to Managing & Marketing Destinations Kiev, June16/17/18, 2009 Sue Warren.

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Presentation on theme: "Tourism: A Strategic Approach to Managing & Marketing Destinations Kiev, June16/17/18, 2009 Sue Warren."— Presentation transcript:

1 Tourism: A Strategic Approach to Managing & Marketing Destinations Kiev, June16/17/18, 2009 Sue Warren

2 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)

3 Managing destinations holistically means a series of actions are required

4 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

5 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

6 Tourism is a competition. How to be a winner!!

7 The weakest link…… Destination Management services infrastructure attractors

8 Attractors - pull the market product - well developed and value laden product product development – meeting trends

9 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

10 Quality Mark for accommodation & services

11 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)

12 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

13 Focussed marketing to identified niches noting trends ….

14 Internet and individuality – move ahead Engage the media Imagery – convey values Editorial and empathy – inspired literature, language carefully reviewed Events – make a statement Advertising – finding diversity in the story, review your language Promotional activities – do a few things well

15 RCI regional marketing

16 Travel fair Magazine article Cultural event Internet Size of Market untouched by promotion Impact - find the right channels to market

17 Destination Management - partnership organisation, holistic approach destination management organisation (DMO)

18 New approaches to managing & organising destinations Role C: Services for the Visitor Role D: Services for the Industry Role B: Attracting the Visitor Role A: Lead and Coordinate

19 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

20 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

21 Strengthening producers / operators / associations / user groups Market Intelligence Value Chain Financing Value Chain Service providers clustering Multi stakeholder platforms Joining up Effective & inclusive public policy management ! Disciplined methodologies at each link

22 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

23 Observe the principles of sustainable tourism 1. using resources sustainably 2. reducing over-consumption and waste 3. maintaining diversity 4. integrating tourism into planning 5. supporting local economies 6. involving local communities 7. consulting stakeholders and the public 8. training staff 9. marketing tourism responsibly 10. undertaking research

24 Project Kickoff Establish Need Agree on Destination Initial Destination 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 loopsUse media Ongoing Monitoring Begin Programme and score early wins Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

25 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)

26 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

27 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!

28 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

29 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

30 USAID projects in Zlatibor & Vranjacka Banja, Priljepolje

31 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

32 Results working with Strategic Partners doubled funding available identified opportunities for investors supported privatisation of hotels & spa

33 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

34 Results from initial scepticism built team of stakeholders working together good attendance for trainings / programmes

35 Lessons learned set up committed team, be prepared to be tough, dont give up at the beginning! sell it first as whats 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 dont be politically naïve

36 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

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