Operators ready for when the good times roll
AUCKLAND – An international buyers’ panel at TRENZ indicated that the most effective marketing strategy during the current economic downturn was to remain strong and vocal.
Jerry Bridge, owner of Bridge and Wickers in the UK, said, “There are two theories. Do you spend more, or do we spend less on your target markets at this time?â€
The answer, he said, was to work closer with tourist boards and to work tactically, making sure every marketing effort was well focused.
“There are still spenders out there,†he said. “It’s not all doom and gloom.â€
Bridge said that although his numbers for Australia and New Zealand were down, the firm is achieving good results from new markets, such as Canada,
Bernd Rosner, general manager of Germany’s Best of Travel, said his group of independent tour operators was not cutting back on marketing spend.
“If you’re not in the market now, when the crisis is over you’ll miss the recovery,†he insisted.
Rosner added, “Sure, this is a year of consolidation, but what we see on the news in terms of economic gloom does not reflect what’s happening in travel. People in Europe are still spending on travel.â€
Toru Furusawa, general manager of international affairs and tourism promotion, JTB Corp, Japan, said, “You can’t shrink your way out of a recession. This is the time for more rather than less investment.â€
Furusawa said the Japanese were “chicken†travellers, reacting negatively to events such as swine flu, but with Japan now clear of the virus he expected a recovery in outbound travel.
By Ian Jarrett
Ian Jarrett
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
France prepares for a massive strike across all transports on September 18
Turkish tourism stalls due to soaring prices for accommodation and food
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt