DESTINATION MARKETING
WHAT IS DESTINATION
MARKETING
• Destination marketing is an integrated
and long term approach dealing with
the marketing a...
DESTINATION
MARKETING
GENERATES
REVENUE
At present nine airports are issuing
TVOA namely Delhi, Mumbai, Chennai,
and Kolkata Hyderabad, Bengaluru, Goa,
Trivandrum...
OBJECTIVES
• Improving the image of an area in the hope that
this will encourage industrialists to relocate their
factorie...
DIMENSIONS OF A
DESTINATION
It include uniqueness (positioning)
of what visitors come to see (the product), the
relative cost of one place compared to...
PROCESS OF DESTINATION
MARKETING
• Analyze your
current situation
• Identify products
• Select target
market
• Set objecti...
FILM TOURISM A Scene from movie
“LIFE OF PI” shot in
Pondicherry by award
winning director Ang
lee
A Scene shot in one of
...
Destinations compete for economic reasons with
the aim of attracting more tourist expenditure
COMPETITIVE ADVANTAGES
Destination’s ability to use and mobilize
resources effectively over the long
term
A destination with abundant and diversified
resources may not be competitive as another
destination, which has relatively ...
DESTINATION BRAND: The brand is the
abstract of the destination‟s identity, the way the
destination wants to project itse...
DESTINATION VISION
• Vision is a created
portrait or an overall
picture of the desired
future of the
destination
• An esse...
DESTINATION BRANDING
Creating a superior
proposition that is
distinctive from
competitors and
imparts meaning
above and be...
Challenges of Destination Branding
• Limited Budgets
• Politics
• External
Environment
• Destination Product
• Creating
Di...
STAGES OF BRAND BUILDING
• Market
Investigations,
Analysis, and
Strategic
Recommendations
• Brand Identity
Development
• B...
ROLE OF DESTINATION MARKETING
ORGANIZATION
• Government agencies, convention and
visitors bureaus, travel associations,
an...
The Tourist Area Life
Cycle
PROMOTION VERSUS FACILITATION
Promotion Strategy
reaching prospective
visitors via
expenditure on a
promotional mix
intend...
• Facilitation Strategy
• creates marketing bridges between a
destination marketing organization and
individual operators ...
Gujarat Tourism gets India Pride Award 2013
for 'Khushboo Gujarat Ki' campaign
KHUSHBOO GUJARAT KI – A BIG
BOOM
Tourist arrival in Gujarat
2011-12, has gone up
by 25 lakh to a total
of 2.23 crore as
ag...
• The total increase in the tourist
arrival was placed at 54 lakhs after
the campaign.
• Ramayana Trail is a project that ...
RECENT INITIATIVES
• MoT approves financial assistance for 3
mega tourism projects for Madhya
Pradesh
“Jabalpur, Bundelkha...
• In June 2012, MP
Forest Minister
Shri Sartaj Singh
launched eco-tour
package “Jungle
Caravan”.
• Under the eco-tour
pack...
• At present nine airports are issuing
TVOA namely Delhi, Mumbai,
Chennai, and Kolkata Hyderabad,
Bengaluru, Goa, Trivandr...
• Goa is also promoted as monsoon wedding destination and for
MICE (meetings, incentives, conference and exhibition)
touri...
• Government of Kerala rolled out two
new initiatives „Seaplane Project‟ and
„Project Muziris‟ in order to enhance
the tra...
• Launched on 2 June 2013, but will be
officially launched for tourists in
August 2013.
• It is the first seaplane service...
Age Halt Programme by KTDC
• Kochi-Muziris Biennale, the first
Biennale in India was conducted in
Kochi from 12 December 2012 till 13
March 2013
• Th...
MoT to launch '777 days of the
Indian Himalayas' campaign on
World Tourism Day this year
The campaign, 'Know Bekal', organized
jointly by the tourism department and
Bekal Resorts Development
Corporation Limited ...
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
ITFT-  Destination Marketing & Management
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ITFT- Destination Marketing & Management

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ITFT- Destination Marketing & Management

  1. 1. DESTINATION MARKETING
  2. 2. WHAT IS DESTINATION MARKETING • Destination marketing is an integrated and long term approach dealing with the marketing and brand building of an individual tourist destination. • Destination marketing is the process of communicating with potential visitors to influence their destination preference, intention to travel and ultimately their final destination and product choices.
  3. 3. DESTINATION MARKETING GENERATES REVENUE
  4. 4. At present nine airports are issuing TVOA namely Delhi, Mumbai, Chennai, and Kolkata Hyderabad, Bengaluru, Goa, Trivandrum & Cochin
  5. 5. OBJECTIVES • Improving the image of an area in the hope that this will encourage industrialists to relocate their factories and offices to the area • Providing jobs for local residents • Increasing the range of facilities that are available for the local community • Giving local residents more pride in their local area, which can happen when people see that tourists want to visit their region • Providing a rationale and funding for improvements to the local environment • Trying to make the destination politically more acceptable
  6. 6. DIMENSIONS OF A DESTINATION
  7. 7. It include uniqueness (positioning) of what visitors come to see (the product), the relative cost of one place compared to another (the price), the „distribution‟ or accessibility of the place to potential target markets, and the variety of methods used to inform and attract visitors (the promotional mix)
  8. 8. PROCESS OF DESTINATION MARKETING • Analyze your current situation • Identify products • Select target market • Set objectives • Implement promotional strategies • Evaluate results
  9. 9. FILM TOURISM A Scene from movie “LIFE OF PI” shot in Pondicherry by award winning director Ang lee A Scene shot in one of the streets of the French colonies in Pondicherry starring leading stars of South Indian cinema.
  10. 10. Destinations compete for economic reasons with the aim of attracting more tourist expenditure
  11. 11. COMPETITIVE ADVANTAGES Destination’s ability to use and mobilize resources effectively over the long term
  12. 12. A destination with abundant and diversified resources may not be competitive as another destination, which has relatively limited resources but has the ability to effectively utilize these resources
  13. 13. DESTINATION BRAND: The brand is the abstract of the destination‟s identity, the way the destination wants to project itself in the market and be recognized (known). Brand is a promise, an anticipation, an expectation. DESTINATION POSITIONING: Destination‟s position in the market is how a destination is perceived by actual and potential visitors in terms of the experiences it provides relative to competing destinations.
  14. 14. DESTINATION VISION • Vision is a created portrait or an overall picture of the desired future of the destination • An essential component of tourism policy. • Should integrate all the elements necessary for destination competitiveness.
  15. 15. DESTINATION BRANDING Creating a superior proposition that is distinctive from competitors and imparts meaning above and beyond the functional aspects of the destination
  16. 16. Challenges of Destination Branding • Limited Budgets • Politics • External Environment • Destination Product • Creating Differentiation
  17. 17. STAGES OF BRAND BUILDING • Market Investigations, Analysis, and Strategic Recommendations • Brand Identity Development • Brand Launch and Introduction • Brand Implementation • Monitoring, Evaluation, and Review
  18. 18. ROLE OF DESTINATION MARKETING ORGANIZATION • Government agencies, convention and visitors bureaus, travel associations, and other bodies that market travel to their respective destination areas • International Association of Convention & Visitors Bureaus (IACVB): an organization that provides educational resources and networking opportunities to its members and distributes information on the CVB industry to the public
  19. 19. The Tourist Area Life Cycle
  20. 20. PROMOTION VERSUS FACILITATION Promotion Strategy reaching prospective visitors via expenditure on a promotional mix intended to achieve destination awareness and influence prospective customers‟ attitudes and purchasing behaviour; a traditional approach to destination marketing
  21. 21. • Facilitation Strategy • creates marketing bridges between a destination marketing organization and individual operators in the tourism industry; exercises a facilitative influence over the industry
  22. 22. Gujarat Tourism gets India Pride Award 2013 for 'Khushboo Gujarat Ki' campaign
  23. 23. KHUSHBOO GUJARAT KI – A BIG BOOM Tourist arrival in Gujarat 2011-12, has gone up by 25 lakh to a total of 2.23 crore as against 1.98 crore tourists in 2010-11
  24. 24. • The total increase in the tourist arrival was placed at 54 lakhs after the campaign. • Ramayana Trail is a project that aims to boost religious tourism in southern Gujarat.
  25. 25. RECENT INITIATIVES • MoT approves financial assistance for 3 mega tourism projects for Madhya Pradesh “Jabalpur, Bundelkhand and Ujjain” • GTDC has launched special contests on Facebook, where winners are offered packages in Goa
  26. 26. • In June 2012, MP Forest Minister Shri Sartaj Singh launched eco-tour package “Jungle Caravan”. • Under the eco-tour package, groups of tourists are taken on tour of tourist spots in and around Bhopal on weekends and holiday in a mini tourist bus.
  27. 27. • At present nine airports are issuing TVOA namely Delhi, Mumbai, Chennai, and Kolkata Hyderabad, Bengaluru, Goa, Trivandrum & Cochin. • MOT launched two major campaigns in 2012 • "Find what you seek" • "Go Beyond".
  28. 28. • Goa is also promoted as monsoon wedding destination and for MICE (meetings, incentives, conference and exhibition) tourism. • GTDC has shortlisted four properties namely Mayem Lake View Residency , Santa Monica and Shanta Durga, Calangute Residency Lawns and Farmagudi Hill Retreat Lawns with its spectacular garden for this new activity
  29. 29. • Government of Kerala rolled out two new initiatives „Seaplane Project‟ and „Project Muziris‟ in order to enhance the travel experience and add to its array of tourist sites
  30. 30. • Launched on 2 June 2013, but will be officially launched for tourists in August 2013. • It is the first seaplane service in mainland India, but the second in India after Jal Hans, which operates in the Andaman and Nicobar Islands.
  31. 31. Age Halt Programme by KTDC
  32. 32. • Kochi-Muziris Biennale, the first Biennale in India was conducted in Kochi from 12 December 2012 till 13 March 2013 • The Bluetooth Kiosks, to be set up at key places such as the international airports
  33. 33. MoT to launch '777 days of the Indian Himalayas' campaign on World Tourism Day this year
  34. 34. The campaign, 'Know Bekal', organized jointly by the tourism department and Bekal Resorts Development Corporation Limited (BRDC), is aimed at enhancing the inflow of national and international tourists to the place

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