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