Tactical marketing for community tourism destinations
Pilot destinations are being sought for a tactical tourism marketing initiative to maximize destination benefits.
The results-based programme, which envisages a quick return, will help community tourism destination stakeholders to use effective marketing techniques, to identify and address specific destination opportunities and maximise local economic benefits.
The marketing initiative will assist destinations specifically to target such opportunities as:
- Lengthening tourist stay
- Increasing locally-retained tourism revenue
- Extending seasons
- Maximising occupancy levels
- Maximising economic activity and training & employment opportunities
- Identifying and addressing niche markets
Based on the destinations’ requirements, each individual programme will include a mix of training methods to:
- Create a vision for local tourism benefits
- Identify opportunities and create co-operations with interested parties
- Create tourism niche and other products, which specifically relate to these challenges
- Create and implement tactical marketing plans including the use of:
- Social media
- Social trade media
- Low cost/no cost advertising and marketing
- Media relations
- Word of mouth marketing
- Co-operative marketing and promotions
- Consumer & B2B promotions
- Travel trade promotions
- Effective Branding
- Alternative marketing
Initially the programme is set to focus on smaller tourism destinations with a significant tourism potential and some existing tourism product.
The object is to help develop tourism which has economic, social, cultural and environmental benefits for local populations and maximizes tourist spend into the local economy.
In the first instance 12 destinations will be chosen to take part in the initiative although the pilot will be expanded during the course of the programme.
Expressions of interest can be presented by any tourism-related interested party (private or public sector) should be sent in the first instance to i[email protected]
Expressions of interest should include a description of the destination and its current and potential tourism activity – in no more than 500 words.
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