Linking Fisheries to the Tourism Economy

Transcription

1 Linking Fisheries to the Tourism Economy Sardinia, October 2013 Marko Koscak

2 Working with tourism actors to market your product 2

3 Our experience of more than 15 years Heritage Trails. 3

4 Our working logo and : TOURISM YOUR EVERYDAY LIFE IS SOMEONE ELSE S ADVENTURE Loesje 4

5 HOW TO ATTRACT? the right kind of tourists the right amount of tourists at the right moment 5 5

6 BROADENED MARKETING! PRODUCT & ITS INTEGRITY 6 6

7 PRODUCT & INTEGRITY SEA/COUNTRYSIDE/ HARBOUR/TOWN SEA but also MOUNTAINS, /LAKES RIVERS FOREST NATURE SCENERY THE FLAG S TOURISM COMMUNITY ARCHITECTURE HERITAGE PRE HISTORY CASTLES CHURCHES VILLAGES FISHERIES HERITAGE CRAFTS LOCAL EVENTS FOOD PESCA- TOURISM TRADITIONAL MUSIC FISHING but also RIDING CYCLING WALKING HUNTING FISHERIES LIFE FISHERIES RELATED ACTIVITIES CONCEPT OF PRODUCT -> Marketing consequence 7 7

8 BROADENED MARKETING!...CONT D DEFINITION OF PRIORITY MARKETS (market analysis, traditional markets ) COST EFFECTIVENESS OF EFFORT (realistic assessment what brings the most effect on action) IDENTIFICATION & MOTIVATION OF SUPPLIERS (all community is in position to satisfy the customer every FLAG member is a potential advocate for tourism) CONTINUITY OF PRESENCE & SUSTAINABILITY OF ACTION (it is a long term and permanent action ) 8 8

9 BROADENED MARKETING! DIFFERENTIATION OF APPROACH (to optimise marketing efforts a differentiated approach towards different markets should be adopted. This recognises the different contributions each market makes to the overall visitor economy and its growth potential ) 9 9

10 AVOID THE TRAPS! MARKETING IS PROMOTION! TOURISTS WILL COME IF WE GO TO ALL THE FAIRS! TOURISTS WILL COME IF THE TOUR OPERATORS LIKE US! TOURISTS WILL COME IF WE HAVE A NICE BROCHURE! TOURISTS WILL COME IF WE HAVE GOOD PARTIES! 10 10

11 THE SALE S NOT MADE TILL THE MONEY S PAID PRIVATE SECTOR - SELLS + BENEFITS! PUBLIC SECTOR - DOES NOT but DOES BENEFIT! PUBLIC + PRIVATE MAKE PRODUCT! THE PRIVATE SECTOR MAKES PROFITS WITH MONEY! THE PUBLIC SECTOR MAKES PROFITS WITH ECONOMIC STRENGTH & JOBS! TOURISTS GET A GOOD DEAL! WIN - WIN!!! 11 11

12 Domestic market Always an important market - keep it high on marketing agenda Cooperation with the NTBs/RTBs to identify priority domestic target market cities/regions Collective and co-operative marketing a shift in consumer perception towards travelling into the territory/region, including: Attendance at regional tourism fairs; Limited advertising of the territory/region and the FLAG's products; Creation of a domestic VJP, in conjunction with the NTBs/RTBs with adequate PR programme; and Invitations to special interest domestic outbound operators active in these territories/regions

13 Our experience: Domestic market cont d 13

14 International market FLAGs product a niche approach to specialist operators and organisations in the primary target markets FLAGs resources must remain focused and highly targeted The database a minimum number of niche operators who can commit to both moral and financial involvement in the FLAGs product, relative to the value and volume of tourists required to show incremental results 14 14

15 International market..cont d FLAGs with NTBs/RTBs identify specialists in international markets, create a database and target them through: Personal phone calls and regular updates of product development; Direct mail and inclusion in a newsletter mailing list; Personal invitations to visit (as part of the NTB trade development programme, or as an individual trip); Attendance at the major Trade Fairs of World Travel Market (WTM) and/or Internationale Tourismus Börse (ITB) or others in conjunction with NTBs

16 International market.cont d FLAGs should identify Key Inbound Tour Operators within their countries and: Make personal presentations; Create inspection visits; Keep regular contact about product development issues, and Join the relevant Industry body concerned with Tourism and travel issues (guided by the NTBs/RTBs knowledge)

17 Our experience: International team Heritage trail marketing consultancy Involvement of Commercial partner KOMPAS Novo mesto inbound tour operator 17

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19 Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP) Two of the most successful activities on Heritage Trail marketing experience 19 19

20 Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP) Consumer awareness and motivation is critical for destination being, at least, considered as one alternative for the annual holiday Media journalists are highly influential in this role, (unbiased and honest appraisals of a destination s attributes and shortcomings) 20 20

21 Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP) The most productive method anecdotal reporting Targeting the local media direct and the International media through the National VJP of the NTBs/RTBs Negotiate to have your region included in as many of the visiting journalists itineraries as possible A focus on times of the year which are attractive in seasonal terms or when particular festivals and events are scheduled Itineraries should be pre-agreed with the NTBs/RTBs and hosted by the private sector within the FLAG area/ region

22 Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP) Education about the destination attributes priority activity of the FLAGs Travel industry must know of the destination in order to be motivated to recommend and sell the packages educational familiarisation trips both for local operators and international operators in the target markets

23 Visiting Journalist Programme (VJP) & Visiting Trade Programme (VTP) Two options: Productive, or potentially productive, agents of the niche partners, as well as the partners themselves, invited to be hosted by the private sector with an app. one-week tour of the highlights of the FLAG s products (focus on places, people and hospitality) Co-operation with the agent fam trip programme of the NTBs/RTBs (a shortened version of the week s trip within a wider national programme). The FLAG s should negotiate for a fair and equitable share of the annual fam trip programme 23 23

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25 Our experience & findings Destination creates potential tourism products New tourism destination very difficult to launch internationally The Gateway new product formulation 25 25

26 Stages of Commercial Product Adaptation and Implementation Travis s market research New adjusted Heritage Trial model - The Gateway 26

27 Our experience & findings cont d Continuity of personnel Multiple stake-holders Hopeful pointer to others 27 27

28 Some statistics Heritage Trails KOMPAS NOVO MESTO d.o.o. ŠTEVILO TURISTOV NA DOLENJSKEM IN V BELI KRAJINI V LETIH število potnikov

29 Heritage trails Destination management: Vision and regional brand Key markets and Organisational structurepartnership 29

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32 Thank you for your attention! FARNET Support Unit 38 rue de la Loi 1040 Bruxelles info@farnet.eu 32