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Bsef2012 session4 tourism_johnson

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ROGER JOHNSON, Destination Marketing Expert, EU Project “Crimean Tourism Diversification and Support”- Crimea: Building on Strength

ROGER JOHNSON, Destination Marketing Expert, EU Project “Crimean Tourism Diversification and Support”- Crimea: Building on Strength

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  • Leadership and continuity• Market: product matching• Mix of flagships & clusters of activities & attractions• Clear definition role of public/private sectors• First acting on the product, then on brand and marketing

Transcript

  • 1. Crimea:Building on Strength Crimean Tourism Diversification and Support Project (CTDSP) This project is funded by the European Union
  • 2. Symptoms and Challengeso Ageing infrastructureo Obsolete products, traditionally single product destinationso Congestion: in time and spaceo The changing expectations of visitorso Increasing competition
  • 3. Signs of Stagnation (UNWTO)– Limited increase in arrivals– Profitability ratio decrease– Ancillary services more expensive than the basic product– Lack of renewal of tourism infrastructure– Destination image problems
  • 4. Signs of Decline (UNWTO)– Negative level of arrivals– Decreasing prices– Lack of new investments– Decreasing salary levels and loss of human capital– Infrastructure obsolescence– Environment deterioration
  • 5. Crimea 1950s
  • 6. Purpose of EU Project: Need for renewal 1. Diversified and balanced tourism industry in Crimea 2. Public – private sector collaboration 3. Improved quality and standards of management and service Outcomes: o New visitor markets o Wider choice of products o Enhancement of the visitor experience o Extension of seasonality o Regional spread
  • 7. Developing the Crimea as a destination
  • 8. Developing the Crimea as a desirable destination
  • 9. Developing the experienceo Attractions: natural, built, cultural, eventso Infrastructure: transport, signage, amenitieso Services: accommodation, shops, cafés, careo Brand proposition: synergy in presentationo Management: planning, development, operations
  • 10. Developing the products Building on strengths and exploiting market potential Four product types identified: Medical and wellness tourism Adventure and activity tourism Cultural tourism Meetings and incentives
  • 11. Health Crimea Refreshing and extending the existing product From sanatoria to health and wellness centres
  • 12. Adventure Crimea Using the Crimea’s natural resources
  • 13. Cultural CrimeaIdentifying new products Using the Crimea’s history
  • 14. Cultural Crimea
  • 15. Meetings Crimea Using the Crimea’s up-to-date meeting facilities
  • 16. Events in CrimeaDeveloping the Crimea’s festivals and events
  • 17. Theory  Realityo All destinations and products need to innovate and be kept up-to-dateo Aim for a mix of quality examples and clusters of activities and attractions
  • 18. Thank You СпасибоCrimean Tourism Diversification and Support Project (CTDSP) This project is funded by the European Union