Bsef2012 session4 tourism_johnson

371 views

Published on

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

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
371
On SlideShare
0
From Embeds
0
Number of Embeds
42
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • Bsef2012 session4 tourism_johnson

    1. 1. Crimea:Building on Strength Crimean Tourism Diversification and Support Project (CTDSP) This project is funded by the European Union
    2. 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. 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. 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. 5. Crimea 1950s
    6. 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. 7. Developing the Crimea as a destination
    8. 8. Developing the Crimea as a desirable destination
    9. 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. 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. 11. Health Crimea Refreshing and extending the existing product From sanatoria to health and wellness centres
    12. 12. Adventure Crimea Using the Crimea’s natural resources
    13. 13. Cultural CrimeaIdentifying new products Using the Crimea’s history
    14. 14. Cultural Crimea
    15. 15. Meetings Crimea Using the Crimea’s up-to-date meeting facilities
    16. 16. Events in CrimeaDeveloping the Crimea’s festivals and events
    17. 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. 18. Thank You СпасибоCrimean Tourism Diversification and Support Project (CTDSP) This project is funded by the European Union

    ×