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Project “From Saint Lazar to Ararat”




                                              ARMENIA – ITALIA
                  Tourism Development Opportunities


                                                                          Nadia Pasqual

                                                                             Yerevan
                                                                          30 March 2012


Camera di Commercio di Venezia   Partner ufficiale 2009 della Camera di
Sistema Qualità Certificato      Commercio di Venezia
“FROM SAINT LAZAR TO ARARAT”
      A PROJECT TO FOSTER TOURISM
       BETWEEN ITALIA AND ARMENIA


             MEETINGS IN ITALY:

WORKSHOP FOR ARMENIAN-ITALIAN TOUR OPERATORS
          VENICE, 4TH OCTOBER 2011

                IN ARMENIA:

   CONFERENCE ON ARMENIAN-ITALIAN TOURISM
          YEREVAN, 30TH MARCH 2012
“FROM SAINT LAZAR TO ARARAT”
 A PROJECT TO FOSTER TOURISM
  BETWEEN ITALIA AND ARMENIA


          ITALIAN GUIDEBOOK TO ARMENIA

          -COUNTRY PROFILE

          -TOURIST ATTRACTIONS

          -WHAT TO SEE, WHAT TO DO

          -ARMENIAN ROUTES IN VENICE

          -TOURIST INFORMATION

          -PRACTICAL INFORMATION
“FROM SAINT LAZAR TO ARARAT”
 A PROJECT TO FOSTER TOURISM
  BETWEEN ITALIA AND ARMENIA


          RESEARCH ON ARMENIAN TOURISM

          -TOURISM INDUSTRY OVERVIEW
          -TOURIST FLOWS AND DATA
          -TOURIST OFFER AND PRODUCTS
          -LONG TERM DEVELOPMENT CAPACITY
          -VISITORS SEGMENTATION
          -DISTRIBUTION CHANNELS PROMOTION
          -COST ANALYISIS OF TRAVEL PACKAGES
INTERNATIONAL TOURIST FLOWS TO ARMENIA
                  2001-2011

800,000                                                                 757,935

                                                                  687,222
700,000

600,000                                                     575,281
                                                     558,443
                                               510,287
500,000

                                         381,563
400,000                                                                           Total Arrivals
                                   318,563
300,000                      262,959
                       206,094
200,000          162,089
          123,262

100,000

  0,000
          2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
ITALIAN TOURIST FLOWS TO ARMENIA
                     2001-2011

14,000                                                                                     13,244

                                                                                  12,008
12,000
                                                                         10,125
10,000
                                                                 8,970
                                                         8,009
 8,000
                                                 6,480                                              Arrivals from Italy

 6,000                                   5,244

                                 4,189
 4,000
                         2,840

                 1,750
 2,000   1,275


 0,000
         2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
INTERNATIONAL TOURIST FLOWS TO VENICE
       Tourist flows by origin
       2010, tourist arrivals and nights, average
       stay
       Arrivals
       Italy                       2,091,596
       Foreign                     5,455,718
       TOTAL                       7,547,314

       Nights
       Italy                      11,148,607
       Foreign                    22,251,451
       TOTAL                      33,400,058

       Average stay (days)
       Italy                               5.3
       Foreign                             4.1
       TOTAL                               4.4
VISITORS TO ARMENIA STAYING IN HOTELS

                   VISITORS STAYING IN HOTELS



VISITORS                    2009         2010       2011


TOT. INTERNATIONAL         575.281      687.222    757.935
ARRIVALS

TOT. VISITORS STAYING      65.638        70.209     124.113
IN HOTELS                 (11,40%)      (10,21%)   (16,37%)

EUROPEAN VISITORS           24.351       21.975     47.783
STAYING IN HOTELS          (37.1%)      (31.3%)    (38,5%)

ITALIAN VISITORS        8.401 (12,8%)    8.425       7.659
STAYING IN HOTEL                         (12%)      (6,2%)
VISITORS TO ARMENIA STAYING IN HOTELS
ACCOMMODATION
            IN ARMENIA

     SURFACE: 29,740 SQ. KM
     POPULATION: 3,200,000


              HOTELS AND
                              BEDS
             GUESTHOUSES


YEREVAN          73           3,817

REGIONS          127          8,415

 TOTAL           200          12,232
ACCOMMODATION
            PROVINCE OF VENICE

            SURFACE: 2,466 SQ. KM
             POPULATION: 863,000


                 ESTABLISHMENTS      BEDS



   HOTELS            1,197          94,279

    OTHER            27,446         270,230
ESTABLISHMENTS

    TOTAL            28,643         364,509
ITALIA    ARMENIA

OVER 50 ITALIAN TOUR OPERATORS
    SELL TOURS TO ARMENIA
ITALIA    ARMENIA

THE MOST IMPORTANT ITALIAN TOs INSERTED ARMENIA
              IN THEIR BROCHURES
DIRECT AIR CONNECTIONS



             ARMAVIA
        DIRECT FLIGHTS FROM
 ROME, MILAN AND VENICE TO YEREVAN




     AIR ITALY-MERIDIANA FLY
DIRECT FLIGHTS FROM ROME TO YEREVAN
NON DIRECT AIR CONNECTIONS


FLIGHTS VIA A EUROPEAN STOPOVER
ITALY AS A SOURCE MARKET TO BE DEVELOPED


   ITALY IS AMONG THE 3 MOST IMPORTANT EUROPEAN
             SOURCE MARKETS TO ARMENIA

ARMENIA PERCEIVED AS A SAFE ALTERNATIVE DESTINATION
    TO NORTHERN-AFRICA/MIDDLE-EAST COUNTRIES

   PRICES OF LOCAL LAND SERVICES STILL ALLOW FAIR
    EARNING MARGINS TO ITALIAN TOUR OPERATORS

VERY HIGH SATISFACTION RATE AMONG ITALIAN VISITORS:
               ALMOST NO COMPLAINTS

  ARMENIA IS PERCEIVED AS A “NEW” DESTINATION: BIG
  POTENTIAL FOR MORE ITALIAN VISITORS TO ARMENIA
ITALY AS A SOURCE MARKET TO BE DEVELOPED


          INCREASING NUMBER OF ARRIVALS

 INCREASING NUMBER OF PASSENGERS FOR EXISTING TOs

        NEW POTENTIAL TOs TO SELL ARMENIA

             NEW TARGETS OF TOURISTS

       NEW PRODUCTS / OFFER DIVERSIFICATION

              BETTER SERVICE QUALITY

                 PRICE AWARENESS
WHY ITALIAN TOUR OPERATORS SELL ARMENIA:

☺ RICH CULTURAL AND HISTORICAL HERITAGE
☺ CRADDLE OF CHRISTIANITY
☺ SAFE AND STABLE COUNTRY
☺ ABOUT 4-5 HOURS FROM ITALY (DIRECT/NON-DIRECT FLIGHTS)
☺ GOOD LAND SERVICES BY ARMENIAN TOUR OPERATORS
☺ FAIRLY GOOD RANGE OF HOTELS 3-4 STARS
☺ VALUE FOR MONEY
☺ NO COMPLAINTS FROM CUSTOMERS
☺ FRIENDLY ARMENIAN PEOPLE
☺ ASTONISHING NATURAL SCENERY
MAIN TOUR PACKAGES TO ARMENIA:


1. CULTURAL TOURS / ARCHAEOLOGICAL TOURS:
  UNESCO SITES, HISTORY, SILK ROAD, ARCHAEOLOGY, ETC.
  DISTRIBUTED THROUGH GENERALIST TOUR OPERATORS,
  TRAVEL AGENCIES, CULTURAL ASSOCIATIONS


2. SPIRITUAL AND RELIGIOUS TOURS:
  CHRISTIANITY, MONATERIES, CHURCHES, ETC.
  DISTRIBUTED THROUGH SPECIALIZED TOUR OPERATORS,
  TRAVEL AGENCIES, RELIGIOUS CONGREGATIONS,
  PARISHES AND ASSOCIATIONS
CULTURAL AND RELIGIOUS TOURS TO ARMENIA:

1. 7-8 DAYS TRAVEL PACKAGES MOSTLY BASED ON THE SAME
   ITINERARIES (MONASTERIES & CHURCHES)
2. 3/4 STAR HOTELS IN YEREVAN, MAX. 1/2 NIGHTS IN THE REGIONS
                           =
1. LITTLE DIVERSIFICATION OF PRODUCTS AND TARGETS!
2. FEW EVENTS AND ACTIVITIES FOR VISITORS! (WINE TASTING,
   COOKING LESSONS, MEETING LOCALS, STAYING/DINNER WITH A
   FAMILY, SHOWS, DUDUK CLASSES, CERAMICS, ETC.)


 AUTHENTICITY AND DIVERSIFICATION VS. GLOBALIZATION!
TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED:

 CULTURAL TOURS:
 ITALY’S OUTGOING MARKET:
 24 MIL. ITALIANS / 20.4 BILLION EUROS IN 2011

 PRODUCT DIVERSIFICATION / NEW TARGETS:
 FAMILIES, COUPLES, YOUNG PEOPLE, LUXURY, SPECIAL
 EVENTS, SHORT BREAKS, FLY&DRIVE, ETC.

 SPIRITUAL AND RELIGIOUS TOURS:
 300 MIL. TOURISTS IN THE WORLD, 18 BIL. EUROS/YEAR
 40 MIL. ITALIAN TOURISTS, 4,5 BIL. EUROS/YEAR

 PRODUCT DIVERSIFICATION / NEW TARGETS:
 XMAS/EASTER HOLIDAYS, FAMILIES, PEOPLE 40/50 YEARS,
 SPECIAL EVENTS, SPECIAL ITINERARIES, ETC.
TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED:

 ADVENTURE / SPORTS TOURISM: ROCK CLIMBING, RAFTING,
 CANYONING, KAYAK, ORIENTEERING,
 SKIING/SNOWBOARDING, HORSE RIDING, FISHING, ETC.

 NATURE AND OUTDOORS: TREKKING AND HIKING,
 BOTANICAL TOURS, BIRD WATCHING TOURS, FARM
 HOLIDAYS, CAMPING, ETC.

 MICE: MEETINGS, INCENTIVES, CONGRESSES AND EVENTS

 SPAS AND WELL BEING: JERMUK, SEVAN, DILIJAN, ETC.

 FOOD&WINE: WINE TASTING, GRAPE HARVEST, COOKING
 LESSONS, MEETING LOCALS, DINNER WITH A FAMILY, ETC.
SEGMENTATION OF ITALIAN VISITORS TO ARMENIA

 “TRAVELLERS”: AGE 45-64 YEARS AND OVER, INTERESTED IN
 HISTORY AND CULTURE, PERCEIVE ARMENIA AS A “NEW”
 DESTINATION, PREFER CULTURAL/COMBINED TOURS

 “BELIEVERS”: CHRISTIAN VISITORS, 45-64 YEARS AND OVER,
 INTERESTED IN ARMENIA AS CRADLE OF CHRISTIANITY,
 PREFER RELIGIOUS TOURS AND PILGRIMAGES.

 INDEPENDENT TOURISTS: AGE 35-44 YEARS, ORGANIZE
 TOURS BY THEMSELVES, INTERESTED IN ARMENIA AS A
 “GENUINE” AUTHENTIC COUNTRY, THEY PREFER OFF THE
 BEATEN TRACK ITINERARIES, FLY&DRIVE, B&Bs, CAMPING,
 SUSTAINABLE TOURISM, ETC.
SEGMENTATION OF ITALIAN VISITORS TO ARMENIA

 “YOUNG AND WILD”: BIG UNEXPLORED POTENTIAL OF
 VISITORS INTERESTED IN NATURE, ADVENTURE,
 ECOTOURISM, ACTIVE HOLIDAYS (MOUNTAINS, TREKKING,
 HIKING, SKIING, HUNTING, FISHING, ETC).

 AGE BRACKETS: MOSTLY 45-64 YEARS AND OVER.
 THE SEGMENT 35-44 YEARS IS RAPIDLY INCREASING AS
 THE IMAGE OF ARMENIA SPREADS AS A NEW DESTINATION
 WITH AN EXOTIC APPEAL

  ORIGIN AREAS: MOSTLY FROM NORTHERN ITALY (PIEDMONT,
  LOMBARDY, VENETO) AND CENTRAL ITALY (TUSCANY, ROME
  AREA).
IMPROVING THE TOURIST EXPERIENCE


INFRASTRACTURES: ROADS, RAILWAYS, REST AREAS

ACCESS TO TOURIST ATTRACTIONS: ROAD AND TOURIST
SIGNS, TOURIST INFORMATION, VISITORS CENTERS,
INFORMATION MATERIALS, GUIDED VISITS ON THE SPOTS

SHOPPING AND MEMORIES: MORE SHOPPING
CHANCES AT TOURIST ATTRACTIONS AND MUSEUMS

SERVICE: IMPROVE QUALITY OF SERVICE/CUSTOMER CARE
AT RESTAURANTS, HOTELS, TOURIST ATTRACTIONS,
MUSEUMS, ETC.
IMPROVING MARKET REGULATIONS


CA. 150 TOUR OPERATORS IN ARMENIA: NO SPECIFIC BUSINESS
LICENCE, INSURANCE, EDUCATION, EXPERIENCE, ETC.

STANDARDIZATION OF PROCEDURES: STANDARD AGREEMENT
FORMS, BOOKING FORMS, TECHNICAL INFORMATION, ETC.

ACCOMMODATION: OFFICIAL CLASSIFICATION OF HOTELS, B&BS
AND OTHER ESTABLISHMENTS SHOULD BECOME MANDATORY

TOURIST GUIDES: NEED FOR MORE ITALIAN SPEAKING GUIDES
IMPROVING PROFESSIONAL TRAINING


EDUCATION: PRIVATE SECTOR AND EDUCATIONAL INSTITUTES
SHOULD COOPERATE TO DEFINE EFFICIENT STUDY PROGRAMS

VOCATIONAL COURSES FOR STAFF: TOUR OPERATOR/TRAVEL
AGENTS, PRODUCT MANAGERS, HOTEL RECEPTIONISTS, WAITING
STAFF, ETC.

EXECUTIVE COURSES: MICE, PCO, HOTEL MANAGEMENT, WELL
BEING/SPAS MANAGEMENT, MARKETING&COMMUNICATIONS,
WEB MARKETING AND SOCIAL MEDIA, ETC.

TOURIST GUIDES: NEED FOR MORE GUIDES TRAINED TO
INTERNATIONAL STANDARDS
DESTINATION MANAGEMENT


DMO: ALL STAKEHOLDERS OF THE PRIVATE AND PUBLIC SECTORS
SHOULD GET TOGETHER TO MANAGE, PROMOTE AND SELL THE
DESTINATION JOINTLY. PROMOTION MUST GO TOGETHER WITH
THE OFFER OF TRAVEL PACKAGES AND PRODUCTS

TRADE ASSOCIATIONS: TOUR OPERATORS, TRAVEL AGENTS,
HOTELS, GUIDES, MEETING INDUSTRY, AIRLINES, RESTAURANTS,
ETC. SHOULD BE MORE REPRESENTATIVE AND INFLUENCE
TOURISM POLICIES

BRANCH OFFICES: TOURIST INFORMATION OFFICES AND
MARKETING & PR STAFF IN THE MAIN SOURCE MARKETS
DESTINATION MARKETING BASICS


DESTINATION BRANDING: CREATE A POWERFUL IMAGE AND
IMAGERY THAT TOURISTS CAN ASSOCIATE TO ARMENIA TO BE
DIFFUSED THROUGH ONLINE E OFFLINE MEDIA

RESEARCH AND DATA: INDUSTRY SURVEYS, ARRIVALS SURVEYS,
STATISTICS, RESEARCH ON SPECIFIC PRODUCTS/TARGETS, ETC.

DEVELOPMENT PLAN: MEDIUM AND LONG TERM PROGRAMS,
INVESTMENTS, BUDGET, INFRASTRACTURE, ETC.

MARKETING PLAN: ANNUAL GENERAL PLAN WITH SPECIFIC
ACTIONS FOR EACH MAIN TARGET MARKET, INVESTMENTS,
ACTIVITIES, BUDGET, ETC.
DESTINATION MARKETING CHANNELS



TRAVEL TRADE: TOUR OPERATORS VS. TRAVEL AGENTS, OLTA,
ONLINE TRAINING COURSES, EDUCTOURS, MATERIALS, ETC.

AUDIENCE OF TOURISTS: GUERILLA AND VIRAL MARKETING,
EVENTS, INFORMATION, ADVERTISING, SOCIAL MEDIA,
MATERIALS, ETC.

PRESS AND WEB: JOURNALISTS, BLOGGERS, TRAVEL PORTALS,
SOCIAL MEDIA, TESTIMONIALS, PRESS TRIPS, PRESS KITS
DESTINATION MARKETING & PR ACTIVITIES


WEB 2.0: WEBSITE IN ITALIAN, WEB MARKETING (SEO, SEM,
EMAIL MARKETING), SOCIAL MEDIA MARKETING AND CONTENT
MANAGEMENT, ONLINE BRANDING AND DIGITAL PR

COMMUNICATIONS AND PR ACTIVITIES: EVENTS, ROADSHOWS,
TRADE FAIRS, ONLINE TRAINING COURSES, ADVERTISING, PRESS
OFFICE, FAM AND PRESS TRIPS, PROMOTIONAL MATERIALS, ETC.

CO-MARKETING ACTIVITIES: PROMOTIONAL ACTIVITIES /
COMMUNICATION AND EVENTS TO BE ORGANIZED IN
COOPERATION WITH THE PRIVATE SECTOR IN ARMENIA / ITALY
PRICES AND MARGINS


7-8 NIGHTS TRAVEL PACKAGE BY ARMENIAN TOs: EURO 600-800
HOTELS MAKE UP FOR CA. 35-40% OF THE TRAVEL PACKAGE
FLIGHTS ITALIA-ARMENIA: EURO 400-600 TAXES INCLUDED
FINAL PRICE TO ITALIAN TOURISTS: EURO 1,300-1,600
AIR TAXES, BOOKING FEES, VISA USUALLY EXCLUDED
PRICES FOR TOUR OPERATORS VS. TRAVEL AGENCIES
TOs COMMISSIONS FOR TRAVEL AGENCIES: 10-12%


       ARMENIA MUST BE AWARE OF COMPETITORS!
THANK YOU FOR YOUR ATTENTION

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Armenia-Italia Tourism Development Opportunities

  • 1. Project “From Saint Lazar to Ararat” ARMENIA – ITALIA Tourism Development Opportunities Nadia Pasqual Yerevan 30 March 2012 Camera di Commercio di Venezia Partner ufficiale 2009 della Camera di Sistema Qualità Certificato Commercio di Venezia
  • 2. “FROM SAINT LAZAR TO ARARAT” A PROJECT TO FOSTER TOURISM BETWEEN ITALIA AND ARMENIA MEETINGS IN ITALY: WORKSHOP FOR ARMENIAN-ITALIAN TOUR OPERATORS VENICE, 4TH OCTOBER 2011 IN ARMENIA: CONFERENCE ON ARMENIAN-ITALIAN TOURISM YEREVAN, 30TH MARCH 2012
  • 3. “FROM SAINT LAZAR TO ARARAT” A PROJECT TO FOSTER TOURISM BETWEEN ITALIA AND ARMENIA ITALIAN GUIDEBOOK TO ARMENIA -COUNTRY PROFILE -TOURIST ATTRACTIONS -WHAT TO SEE, WHAT TO DO -ARMENIAN ROUTES IN VENICE -TOURIST INFORMATION -PRACTICAL INFORMATION
  • 4. “FROM SAINT LAZAR TO ARARAT” A PROJECT TO FOSTER TOURISM BETWEEN ITALIA AND ARMENIA RESEARCH ON ARMENIAN TOURISM -TOURISM INDUSTRY OVERVIEW -TOURIST FLOWS AND DATA -TOURIST OFFER AND PRODUCTS -LONG TERM DEVELOPMENT CAPACITY -VISITORS SEGMENTATION -DISTRIBUTION CHANNELS PROMOTION -COST ANALYISIS OF TRAVEL PACKAGES
  • 5. INTERNATIONAL TOURIST FLOWS TO ARMENIA 2001-2011 800,000 757,935 687,222 700,000 600,000 575,281 558,443 510,287 500,000 381,563 400,000 Total Arrivals 318,563 300,000 262,959 206,094 200,000 162,089 123,262 100,000 0,000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  • 6. ITALIAN TOURIST FLOWS TO ARMENIA 2001-2011 14,000 13,244 12,008 12,000 10,125 10,000 8,970 8,009 8,000 6,480 Arrivals from Italy 6,000 5,244 4,189 4,000 2,840 1,750 2,000 1,275 0,000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  • 7. INTERNATIONAL TOURIST FLOWS TO VENICE Tourist flows by origin 2010, tourist arrivals and nights, average stay Arrivals Italy 2,091,596 Foreign 5,455,718 TOTAL 7,547,314 Nights Italy 11,148,607 Foreign 22,251,451 TOTAL 33,400,058 Average stay (days) Italy 5.3 Foreign 4.1 TOTAL 4.4
  • 8. VISITORS TO ARMENIA STAYING IN HOTELS VISITORS STAYING IN HOTELS VISITORS 2009 2010 2011 TOT. INTERNATIONAL 575.281 687.222 757.935 ARRIVALS TOT. VISITORS STAYING 65.638 70.209 124.113 IN HOTELS (11,40%) (10,21%) (16,37%) EUROPEAN VISITORS 24.351 21.975 47.783 STAYING IN HOTELS (37.1%) (31.3%) (38,5%) ITALIAN VISITORS 8.401 (12,8%) 8.425 7.659 STAYING IN HOTEL (12%) (6,2%)
  • 9. VISITORS TO ARMENIA STAYING IN HOTELS
  • 10. ACCOMMODATION IN ARMENIA SURFACE: 29,740 SQ. KM POPULATION: 3,200,000 HOTELS AND BEDS GUESTHOUSES YEREVAN 73 3,817 REGIONS 127 8,415 TOTAL 200 12,232
  • 11. ACCOMMODATION PROVINCE OF VENICE SURFACE: 2,466 SQ. KM POPULATION: 863,000 ESTABLISHMENTS BEDS HOTELS 1,197 94,279 OTHER 27,446 270,230 ESTABLISHMENTS TOTAL 28,643 364,509
  • 12. ITALIA ARMENIA OVER 50 ITALIAN TOUR OPERATORS SELL TOURS TO ARMENIA
  • 13. ITALIA ARMENIA THE MOST IMPORTANT ITALIAN TOs INSERTED ARMENIA IN THEIR BROCHURES
  • 14. DIRECT AIR CONNECTIONS ARMAVIA DIRECT FLIGHTS FROM ROME, MILAN AND VENICE TO YEREVAN AIR ITALY-MERIDIANA FLY DIRECT FLIGHTS FROM ROME TO YEREVAN
  • 15. NON DIRECT AIR CONNECTIONS FLIGHTS VIA A EUROPEAN STOPOVER
  • 16. ITALY AS A SOURCE MARKET TO BE DEVELOPED ITALY IS AMONG THE 3 MOST IMPORTANT EUROPEAN SOURCE MARKETS TO ARMENIA ARMENIA PERCEIVED AS A SAFE ALTERNATIVE DESTINATION TO NORTHERN-AFRICA/MIDDLE-EAST COUNTRIES PRICES OF LOCAL LAND SERVICES STILL ALLOW FAIR EARNING MARGINS TO ITALIAN TOUR OPERATORS VERY HIGH SATISFACTION RATE AMONG ITALIAN VISITORS: ALMOST NO COMPLAINTS ARMENIA IS PERCEIVED AS A “NEW” DESTINATION: BIG POTENTIAL FOR MORE ITALIAN VISITORS TO ARMENIA
  • 17. ITALY AS A SOURCE MARKET TO BE DEVELOPED INCREASING NUMBER OF ARRIVALS INCREASING NUMBER OF PASSENGERS FOR EXISTING TOs NEW POTENTIAL TOs TO SELL ARMENIA NEW TARGETS OF TOURISTS NEW PRODUCTS / OFFER DIVERSIFICATION BETTER SERVICE QUALITY PRICE AWARENESS
  • 18. WHY ITALIAN TOUR OPERATORS SELL ARMENIA: ☺ RICH CULTURAL AND HISTORICAL HERITAGE ☺ CRADDLE OF CHRISTIANITY ☺ SAFE AND STABLE COUNTRY ☺ ABOUT 4-5 HOURS FROM ITALY (DIRECT/NON-DIRECT FLIGHTS) ☺ GOOD LAND SERVICES BY ARMENIAN TOUR OPERATORS ☺ FAIRLY GOOD RANGE OF HOTELS 3-4 STARS ☺ VALUE FOR MONEY ☺ NO COMPLAINTS FROM CUSTOMERS ☺ FRIENDLY ARMENIAN PEOPLE ☺ ASTONISHING NATURAL SCENERY
  • 19. MAIN TOUR PACKAGES TO ARMENIA: 1. CULTURAL TOURS / ARCHAEOLOGICAL TOURS: UNESCO SITES, HISTORY, SILK ROAD, ARCHAEOLOGY, ETC. DISTRIBUTED THROUGH GENERALIST TOUR OPERATORS, TRAVEL AGENCIES, CULTURAL ASSOCIATIONS 2. SPIRITUAL AND RELIGIOUS TOURS: CHRISTIANITY, MONATERIES, CHURCHES, ETC. DISTRIBUTED THROUGH SPECIALIZED TOUR OPERATORS, TRAVEL AGENCIES, RELIGIOUS CONGREGATIONS, PARISHES AND ASSOCIATIONS
  • 20. CULTURAL AND RELIGIOUS TOURS TO ARMENIA: 1. 7-8 DAYS TRAVEL PACKAGES MOSTLY BASED ON THE SAME ITINERARIES (MONASTERIES & CHURCHES) 2. 3/4 STAR HOTELS IN YEREVAN, MAX. 1/2 NIGHTS IN THE REGIONS = 1. LITTLE DIVERSIFICATION OF PRODUCTS AND TARGETS! 2. FEW EVENTS AND ACTIVITIES FOR VISITORS! (WINE TASTING, COOKING LESSONS, MEETING LOCALS, STAYING/DINNER WITH A FAMILY, SHOWS, DUDUK CLASSES, CERAMICS, ETC.) AUTHENTICITY AND DIVERSIFICATION VS. GLOBALIZATION!
  • 21. TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED: CULTURAL TOURS: ITALY’S OUTGOING MARKET: 24 MIL. ITALIANS / 20.4 BILLION EUROS IN 2011 PRODUCT DIVERSIFICATION / NEW TARGETS: FAMILIES, COUPLES, YOUNG PEOPLE, LUXURY, SPECIAL EVENTS, SHORT BREAKS, FLY&DRIVE, ETC. SPIRITUAL AND RELIGIOUS TOURS: 300 MIL. TOURISTS IN THE WORLD, 18 BIL. EUROS/YEAR 40 MIL. ITALIAN TOURISTS, 4,5 BIL. EUROS/YEAR PRODUCT DIVERSIFICATION / NEW TARGETS: XMAS/EASTER HOLIDAYS, FAMILIES, PEOPLE 40/50 YEARS, SPECIAL EVENTS, SPECIAL ITINERARIES, ETC.
  • 22. TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED: ADVENTURE / SPORTS TOURISM: ROCK CLIMBING, RAFTING, CANYONING, KAYAK, ORIENTEERING, SKIING/SNOWBOARDING, HORSE RIDING, FISHING, ETC. NATURE AND OUTDOORS: TREKKING AND HIKING, BOTANICAL TOURS, BIRD WATCHING TOURS, FARM HOLIDAYS, CAMPING, ETC. MICE: MEETINGS, INCENTIVES, CONGRESSES AND EVENTS SPAS AND WELL BEING: JERMUK, SEVAN, DILIJAN, ETC. FOOD&WINE: WINE TASTING, GRAPE HARVEST, COOKING LESSONS, MEETING LOCALS, DINNER WITH A FAMILY, ETC.
  • 23. SEGMENTATION OF ITALIAN VISITORS TO ARMENIA “TRAVELLERS”: AGE 45-64 YEARS AND OVER, INTERESTED IN HISTORY AND CULTURE, PERCEIVE ARMENIA AS A “NEW” DESTINATION, PREFER CULTURAL/COMBINED TOURS “BELIEVERS”: CHRISTIAN VISITORS, 45-64 YEARS AND OVER, INTERESTED IN ARMENIA AS CRADLE OF CHRISTIANITY, PREFER RELIGIOUS TOURS AND PILGRIMAGES. INDEPENDENT TOURISTS: AGE 35-44 YEARS, ORGANIZE TOURS BY THEMSELVES, INTERESTED IN ARMENIA AS A “GENUINE” AUTHENTIC COUNTRY, THEY PREFER OFF THE BEATEN TRACK ITINERARIES, FLY&DRIVE, B&Bs, CAMPING, SUSTAINABLE TOURISM, ETC.
  • 24. SEGMENTATION OF ITALIAN VISITORS TO ARMENIA “YOUNG AND WILD”: BIG UNEXPLORED POTENTIAL OF VISITORS INTERESTED IN NATURE, ADVENTURE, ECOTOURISM, ACTIVE HOLIDAYS (MOUNTAINS, TREKKING, HIKING, SKIING, HUNTING, FISHING, ETC). AGE BRACKETS: MOSTLY 45-64 YEARS AND OVER. THE SEGMENT 35-44 YEARS IS RAPIDLY INCREASING AS THE IMAGE OF ARMENIA SPREADS AS A NEW DESTINATION WITH AN EXOTIC APPEAL ORIGIN AREAS: MOSTLY FROM NORTHERN ITALY (PIEDMONT, LOMBARDY, VENETO) AND CENTRAL ITALY (TUSCANY, ROME AREA).
  • 25. IMPROVING THE TOURIST EXPERIENCE INFRASTRACTURES: ROADS, RAILWAYS, REST AREAS ACCESS TO TOURIST ATTRACTIONS: ROAD AND TOURIST SIGNS, TOURIST INFORMATION, VISITORS CENTERS, INFORMATION MATERIALS, GUIDED VISITS ON THE SPOTS SHOPPING AND MEMORIES: MORE SHOPPING CHANCES AT TOURIST ATTRACTIONS AND MUSEUMS SERVICE: IMPROVE QUALITY OF SERVICE/CUSTOMER CARE AT RESTAURANTS, HOTELS, TOURIST ATTRACTIONS, MUSEUMS, ETC.
  • 26. IMPROVING MARKET REGULATIONS CA. 150 TOUR OPERATORS IN ARMENIA: NO SPECIFIC BUSINESS LICENCE, INSURANCE, EDUCATION, EXPERIENCE, ETC. STANDARDIZATION OF PROCEDURES: STANDARD AGREEMENT FORMS, BOOKING FORMS, TECHNICAL INFORMATION, ETC. ACCOMMODATION: OFFICIAL CLASSIFICATION OF HOTELS, B&BS AND OTHER ESTABLISHMENTS SHOULD BECOME MANDATORY TOURIST GUIDES: NEED FOR MORE ITALIAN SPEAKING GUIDES
  • 27. IMPROVING PROFESSIONAL TRAINING EDUCATION: PRIVATE SECTOR AND EDUCATIONAL INSTITUTES SHOULD COOPERATE TO DEFINE EFFICIENT STUDY PROGRAMS VOCATIONAL COURSES FOR STAFF: TOUR OPERATOR/TRAVEL AGENTS, PRODUCT MANAGERS, HOTEL RECEPTIONISTS, WAITING STAFF, ETC. EXECUTIVE COURSES: MICE, PCO, HOTEL MANAGEMENT, WELL BEING/SPAS MANAGEMENT, MARKETING&COMMUNICATIONS, WEB MARKETING AND SOCIAL MEDIA, ETC. TOURIST GUIDES: NEED FOR MORE GUIDES TRAINED TO INTERNATIONAL STANDARDS
  • 28. DESTINATION MANAGEMENT DMO: ALL STAKEHOLDERS OF THE PRIVATE AND PUBLIC SECTORS SHOULD GET TOGETHER TO MANAGE, PROMOTE AND SELL THE DESTINATION JOINTLY. PROMOTION MUST GO TOGETHER WITH THE OFFER OF TRAVEL PACKAGES AND PRODUCTS TRADE ASSOCIATIONS: TOUR OPERATORS, TRAVEL AGENTS, HOTELS, GUIDES, MEETING INDUSTRY, AIRLINES, RESTAURANTS, ETC. SHOULD BE MORE REPRESENTATIVE AND INFLUENCE TOURISM POLICIES BRANCH OFFICES: TOURIST INFORMATION OFFICES AND MARKETING & PR STAFF IN THE MAIN SOURCE MARKETS
  • 29. DESTINATION MARKETING BASICS DESTINATION BRANDING: CREATE A POWERFUL IMAGE AND IMAGERY THAT TOURISTS CAN ASSOCIATE TO ARMENIA TO BE DIFFUSED THROUGH ONLINE E OFFLINE MEDIA RESEARCH AND DATA: INDUSTRY SURVEYS, ARRIVALS SURVEYS, STATISTICS, RESEARCH ON SPECIFIC PRODUCTS/TARGETS, ETC. DEVELOPMENT PLAN: MEDIUM AND LONG TERM PROGRAMS, INVESTMENTS, BUDGET, INFRASTRACTURE, ETC. MARKETING PLAN: ANNUAL GENERAL PLAN WITH SPECIFIC ACTIONS FOR EACH MAIN TARGET MARKET, INVESTMENTS, ACTIVITIES, BUDGET, ETC.
  • 30. DESTINATION MARKETING CHANNELS TRAVEL TRADE: TOUR OPERATORS VS. TRAVEL AGENTS, OLTA, ONLINE TRAINING COURSES, EDUCTOURS, MATERIALS, ETC. AUDIENCE OF TOURISTS: GUERILLA AND VIRAL MARKETING, EVENTS, INFORMATION, ADVERTISING, SOCIAL MEDIA, MATERIALS, ETC. PRESS AND WEB: JOURNALISTS, BLOGGERS, TRAVEL PORTALS, SOCIAL MEDIA, TESTIMONIALS, PRESS TRIPS, PRESS KITS
  • 31. DESTINATION MARKETING & PR ACTIVITIES WEB 2.0: WEBSITE IN ITALIAN, WEB MARKETING (SEO, SEM, EMAIL MARKETING), SOCIAL MEDIA MARKETING AND CONTENT MANAGEMENT, ONLINE BRANDING AND DIGITAL PR COMMUNICATIONS AND PR ACTIVITIES: EVENTS, ROADSHOWS, TRADE FAIRS, ONLINE TRAINING COURSES, ADVERTISING, PRESS OFFICE, FAM AND PRESS TRIPS, PROMOTIONAL MATERIALS, ETC. CO-MARKETING ACTIVITIES: PROMOTIONAL ACTIVITIES / COMMUNICATION AND EVENTS TO BE ORGANIZED IN COOPERATION WITH THE PRIVATE SECTOR IN ARMENIA / ITALY
  • 32. PRICES AND MARGINS 7-8 NIGHTS TRAVEL PACKAGE BY ARMENIAN TOs: EURO 600-800 HOTELS MAKE UP FOR CA. 35-40% OF THE TRAVEL PACKAGE FLIGHTS ITALIA-ARMENIA: EURO 400-600 TAXES INCLUDED FINAL PRICE TO ITALIAN TOURISTS: EURO 1,300-1,600 AIR TAXES, BOOKING FEES, VISA USUALLY EXCLUDED PRICES FOR TOUR OPERATORS VS. TRAVEL AGENCIES TOs COMMISSIONS FOR TRAVEL AGENCIES: 10-12% ARMENIA MUST BE AWARE OF COMPETITORS!
  • 33. THANK YOU FOR YOUR ATTENTION