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2 4 Warren


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2 4 Warren

  1. 1. Marketing and mobilizing IX LVIV International regional potential Economic Forum through tourism Ukraine October 2009 Sue Warren
  2. 2. Importance of tourism one of the strongest drivers of trade and prosperity a major player in the economy sheer size and growth of sector a major way to alleviate poverty a major role to safeguard and encourage sustainability can improve and nurture places for people to live, work and invest in - and for people to visit can influence regional development
  3. 3. Tourism impact  quantifiable economic impact (direct, indirect and induced economic benefits) Tourism Satellite Accounting (TSA)  unquantifiable “soft” benefits ….image, social inclusion, pride of place, quality of life,  sustainability managed (Sustainable Indicators)  tourism is part of rural development – EU agendas
  4. 4. Tourism is a strategic business attractors Destination Management services infrastructure
  5. 5. Attractors - pull the market Product - well developed and value laden product product development – meeting trends
  6. 6. Services meet needs of visitors, high in-destination spending accommodation, Quality restaurants, Correct pricing Guides, Tour operators, taxis, rental cars Souvenirs, markets
  7. 7. Infrastructure – facilitates access, quality and operation makes the destination work with basic requirements for people, access…comfort…security...getting around make it easy for tourists soft: information systems, ICT hard: access (air, roads, signage), spatial planning, traffic control, parking, public amenities (rubbish control, toilets)
  8. 8. Creating competitive identity …beginning with tourism Public Diplomacy Business Inward Tourism Investment
  9. 9. Is your image fair?  identify your image  analyze how you want to be positioned  develop a brand strategy to deal with it  how much of your reputation is deserved  is there a gap between reality & perception… if unfair…a communication problem if fair… need new policies and new behaviours
  10. 10. Establishing a competitive identity  branding a destination is about amplification, not fabrication  identify what is relevant, credible, distinctive and motivating to your target audiences  how you stand out from your competitors  find a powerful story, develop a brand strategy  reinforce your positioning with behaviour
  11. 11. Competitive Identity for New Zealand: “Flying the Fern” www.investmentnz.govt. nz
  12. 12. Focused marketing to identified niches noting trends….
  13. 13. Promotional activities – do a few things well  Internet and individuality – move ahead  Engage the media  Imagery – convey values  Editorial and empathy – inspired literature, language carefully reviewed  Events – make a statement  Advertising – find diversity in the story, review your language
  14. 14. Destination Management - partnership organisation, holistic approach destination management organisation (DMO)
  15. 15. The big agenda is sustainable development  Institutional Sustainability  Social Inclusion  Cultural sustainability, ethics  Sustainability of lifestyle  Environmental sustainability  Climate Change (risk management)
  16. 16. Principles of Sustainable tourism 1. using resources sustainably 2. reducing over-consumption and waste 3. maintaining diversity 4. integrating tourism into planning 5. supporting local economies 6. involving local communities 7. consulting stakeholders and the public 8. training staff 9. marketing tourism responsibly 10. undertaking research
  17. 17. Big challenges & new opportunities  Tourism has economic and other soft impacts This is why Governments / EU prioritize funding for tourism development BUT tourism can have negative impacts – polluting industry, polarize communities, marginalize local people, so has to be done well Must be planned & managed in a SUSTAINABLE way  regional bodies to be prepared, eg destination management  understand the environment  understand who is coming, who is not, why, what is required to attract them understand the impact of climate change  tune in to the trends, new global frameworks, EU policies etc,  understand the NEED to get together to work towards sustainability Opportunities are there in tourism FOR THOSE WHO ARE PREPARED