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BTO2017 | TEN - Futurebrand - Gustavo Koniszczer

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Day ONE BTO2017 | TEN
Mercoledì 29 novembre
WORLD Hall

Do you see a future for DMO?

http://www.buytourismonline.com

Keynote Speaker
Josep Ejarque FourTourism
Gustavo Koniszczer FutureBrand

Conclusioni
Antonio Pezzano DMI

Published in: Travel
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BTO2017 | TEN - Futurebrand - Gustavo Koniszczer

  1. 1. DMOs and Branding in Latin America Gustavo Koniszczer Copyright / IP FutureBrand 2017BTO | Firenze | 29.11.2017
  2. 2. Buon pomeriggio Good afternoon Buenas tardes Copyright / IP FutureBrand 20172
  3. 3. 3 Copyright / IP FutureBrand 2017
  4. 4. 4 Copyright / IP FutureBrand 2017
  5. 5. 5 Copyright / IP FutureBrand 2017
  6. 6. 6 Copyright / IP FutureBrand 2017
  7. 7. Title Copyright / IP FutureBrand 20177
  8. 8. 8 Copyright / IP FutureBrand 2017
  9. 9. “Latin American and Caribbean countries have been through significant changes since the beginning of the 21st century. Throughout the region, between 2003 and 2013, more than 72 million people have overcome poverty and almost 94 million are now middle class.” “Nevertheless, the recent low economic growth constitutes a threat to the current progress. The constant inequalities, discrimination and exclusion - including gender and ethnic background- also demand political attention, both above and below the poverty line” Copyright / IP FutureBrand 20179 Helen Clark, UNDP Administrator
  10. 10. Copyright / IP FutureBrand 201710
  11. 11. • The work of the DMOs in the region requires local metrics. • They find our Country Brand Report Latin America useful to track performance. Copyright / IP FutureBrand 201711
  12. 12. • The development of the current activity of the DMO is diverse within the region. • Some are “foundations” and in other cases they are managed directly by an office dependent on the state. • The role played by the private sector also varies per country. Copyright / IP FutureBrand 201713
  13. 13. • Due to its economic model the LATAM region has a distinctive characteristic: some destinations receive funding from third parties, such as the IDB or the UNDP. Copyright / IP FutureBrand 201714
  14. 14. 15 Copyright / IP FutureBrand 2017 http://www.uypress.net/auc.aspx?31235 https://www.laprensagrafica.com/economia/Dinero-para-nueva- marca-pais-salio-de-los-fondos-FANTEL-20170331-0018.html UruguayEl Salvador http://www.ultimahora.com/paraguay-presenta-la-marca-pais-destacando-sus-numeros-el-bid-n1074651.html Paraguay Money for the new country brand came from the FANTEL funds The Integration and Trade consultant from the IDB, Agustín Sarría, pointed out that thanks to the loan from the Program to Support Productive Development part of the country brand’s dissemination campaign could be funded but not its design. Paraguay introduces the country brand highlighting its numbers before the IDB “(…) the sum of credits that the IDB gave us to develop the brand, a promotion agency and the international campaign about Paraguay that starts now” Uruguay seeks to print its country brand in the world “(…) from 2011 on, the Interministerial Commission for Foreign Trade Affairs defined a strategy within the frame of a country competitiveness project that the Ministry of Tourism implements together with the IDB, which aims at introducing Uruguay to the world.”
  15. 15. • Private sector has increasing interest in being part of country brand efforts. Copyright / IP FutureBrand 201716 C www.nacion.com/m/economia/politica-economica/Marca-Costa-Rica-crecimiento- America_0_1644235609.html
  16. 16. 17 +60 /229 tourism enterprises linked to the country brand.
  17. 17. Copyright / IP FutureBrand 201718 MachuPicchu Incas GastronomyHistorialFriendly Alpaca Cusco Culture Mountains Ruins Beauty Nature People Technology Innovation TourismColorfull Art Joy Amazonas Environmen t TitiCaca lake Andes Unique AuthenticLlamas Landscape Music Ceviche Mayas Security Coffe e Lima Fashio n Jungle Which are the main spontaneous words the country is associated with? Question asked:
  18. 18. Is there a future for DMOs in LATAM? Copyright / IP FutureBrand 201719
  19. 19. Peru Copyright / IP FutureBrand 201720
  20. 20. Costa Rica Copyright / IP FutureBrand 201724
  21. 21. Copyright / IP FutureBrand 201725
  22. 22. Michoacan Copyright / IP FutureBrand 201726
  23. 23. Copyright / IP FutureBrand 201727
  24. 24. Jujuy Copyright / IP FutureBrand 201728
  25. 25. Argentina Copyright / IP FutureBrand 201729
  26. 26. Chile Copyright / IP FutureBrand 201730
  27. 27. Haiti Copyright / IP FutureBrand 201731
  28. 28. Yes Copyright / IP FutureBrand 201732
  29. 29. but Copyright / IP FutureBrand 201733
  30. 30. Finding unique destinations attributes Considering new audiences’ expectations Working with all new platforms and channels Building bridges and consensus CREATING EXPERIENCES Copyright / IP FutureBrand 201734
  31. 31. Copyright / IP FutureBrand 201735 Grazie! Thank you! ¡Gracias!

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