INTERNATIONAL BEST PRACTICES ON INTERNATIONAL BEST PRACTICES ON - - PowerPoint PPT Presentation

INTERNATIONAL BEST PRACTICES ON INTERNATIONAL BEST PRACTICES ON STIMULATING DOMESTIC TOURISM STIMULATING DOMESTIC TOURISM

by by ERNIE HEATH ERNIE HEATH DEPARTMENT OF TOURISM MANAGEMENT DEPARTMENT OF TOURISM MANAGEMENT UNIVERSITY OF PRETORIA UNIVERSITY OF PRETORIA

Do

Traditionally Traditionally less less seasonal seasonal and more and more dispersed, in terms of dispersed, in terms of tourism spend, across tourism spend, across the destination the destination

An An environmentally environmentally-

• sustainable

sustainable form of form of tourism, providing tourism, providing valuable income without a valuable income without a large carbon footprint large carbon footprint

WHY ARE INTERNATIONAL DESTINATIONS WHY ARE INTERNATIONAL DESTINATIONS INCREASINGLY FOCUSSING ON DOMESTIC TOURISM? INCREASINGLY FOCUSSING ON DOMESTIC TOURISM?

the destination the destination

Locals who know and Locals who know and enjoy the destination enjoy the destination can be can be powerful powerful destination marketers/ destination marketers/ ambassadors ambassadors Intangible benefits, such as Intangible benefits, such as appreciation for the appreciation for the destination destination on the part of

• n the part of

locals though enjoyment of locals though enjoyment of its experiences its experiences – – also also greater greater appreciation for the appreciation for the environment and environment and conservation conservation

Competition Competition is is coming from ‘cheap’ coming from ‘cheap’ international international destinations destinations In some destinations In some destinations domestic tourism is domestic tourism is losing ground to losing ground to

• utbound tourism
• utbound tourism in

in terms of share of terms of share of

DOMESTIC TOURISM IS FACED OMESTIC TOURISM IS FACED WITH SOME CHALLENGES WITH SOME CHALLENGES

year period) year period) The The cost of domestic cost of domestic tourism is increasing tourism is increasing relative to outbound relative to outbound travel (e.g. New travel (e.g. New Zealand 44% versus 9% Zealand 44% versus 9% in a 15 in a 15-

• year period)

year period) nights and experience nights and experience terms of share of terms of share of nights and experience nights and experience tourism industry tourism industry The increasing The increasing international focus on international focus on domestic tourism, is domestic tourism, is placing pressure on placing pressure on destination’s inbound destination’s inbound tourism industry tourism industry

THE ARE SOME POSSIBLE CHANGES IN THE ARE SOME POSSIBLE CHANGES IN DOMESTIC TOURISM MARKETS DOMESTIC TOURISM MARKETS

dep dep Travelling less Travelling less and spending and spending less (shifts to less (shifts to

• ther products,
• ther products,

dept reduction, dept reduction,

• etc. )
• etc. )

Having shorter Having shorter booking lead booking lead times? times? Becoming smarter Becoming smarter and more value and more value-for for- money driven? money driven?

• etc. )
• etc. )

de de Switching to Switching to closer closer destinations? destinations? do do Shifts from Shifts from international to international to domestic travel? domestic travel? Some trading down Some trading down (e.g. towards LCC, (e.g. towards LCC, lower standard lower standard accommodation, etc. accommodation, etc. Shorter lengths of Shorter lengths of stay? stay?

DOMESTIC TOURISM DOMESTIC TOURISM DEMAND IS DEMAND IS INCREASINGLY ABOUT: INCREASINGLY ABOUT:

EXPERIENCES EXPERIENCES FAMILY FAMILY-

• FRIENDLY

FRIENDLY HOLIDAYS HOLIDAYS AUTHENTICITY AUTHENTICITY

HASSLE HASSLE-

• FREE AND

FREE AND “SEAMLESS” “SEAMLESS” TRAVEL TRAVEL AT EVERY AT EVERY “TOUCH “TOUCH-

• POINT”

POINT”

Unique, Unique, meaningful meaningful and memorable and memorable EXPERIENCES EXPERIENCES

AUTHENTICITY AUTHENTICITY

• in people,

in people,

• food,

food,

• service, etc.

service, etc.

From booking to From booking to departure departure services services must be must be seamless seamless

People want People want to travel to travel with loved ones. with loved ones. Offers Offers have to have to be adapted, be adapted,

CS CS

The Adventure Market The Adventure Market (S, M, L, XL) (S, M, L, XL) The “New Jet The “New Jet-

• Set”

Set” Market Market The “Peace of Mind” The “Peace of Mind” Market Market The Sports The Sports Market Market

THE TREND IS ALSO INCREASINGLY THE TREND IS ALSO INCREASINGLY TOWARDS SPECIAL INTEREST AND NICHE MARKETS TOWARDS SPECIAL INTEREST AND NICHE MARKETS

Source: THR 2009 Source: THR 2009

The “Good The “Good-life” Market life” Market The Wellness Market The Wellness Market The Nature Market The Nature Market The Volunteer Market The Volunteer Market The Hyper The Hyper-

• Tourism

Tourism Market Market The Entertainment The Entertainment Market Market Market Market

LET’S LOOK AT SOME DOMESTIC TOURISM EXAMPLES LET’S LOOK AT SOME DOMESTIC TOURISM EXAMPLES

Australia Australia – – “ No Leave, No Life “ No Leave, No Life” ” New Zealand New Zealand – – “ 101 Must “ 101 Must-

• Do’s for Kiwis”

Do’s for Kiwis” Malaysia Malaysia – – “Zoom! Malaysia “Zoom! Malaysia €€€ €€€ Philippines Philippines -

• “Pilipinas Tara Na

“Pilipinas Tara Na!” !” Rwanda = “Kwita Izina” Rwanda = “Kwita Izina” Canada Canada – – “Locals Know” “Locals Know”

domestic

• THERE’S NOTHING

AUSTRALIA HAS TWO KEY CAMPAIGNS AUSTRALIA HAS TWO KEY CAMPAIGNS IN THE DOMESTIC MARKET IN THE DOMESTIC MARKET

There’s nothing like There’s nothing like Australia Australia -

• Aims to raise the

Aims to raise the emotive emotive appeal appeal of an Australian

• f an Australian

No Leave, No Life No Leave, No Life Is a Is a tactical campaign tactical campaign which aims to convert which aims to convert stockpiled annual leave into stockpiled annual leave into appeal appeal of an Australian

• f an Australian

holiday and re holiday and re-

• ignite

ignite Australians desire to travel Australians desire to travel Within Australia. Within Australia. stockpiled annual leave into stockpiled annual leave into Australian holidays Australian holidays

domestic

AUSTRALIA AUSTRALIA -

• “There’s nothing like Australia”

“There’s nothing like Australia”

There’s nothing like There’s nothing like Australia Australia -

• Aims to raise the emotive

Aims to raise the emotive appeal of an Australian appeal of an Australian Holiday and re Holiday and re-

• ignite

ignite

• Aims to raise the emotive appeal of

Aims to raise the emotive appeal of an Australian holiday and re an Australian holiday and re-

• ignite

ignite Australians desire to travel Australians desire to travel within Australia within Australia

• Directly linked with and integrated into

Directly linked with and integrated into the international marketing campaign the international marketing campaign Holiday and re Holiday and re-

• ignite

ignite Australians desire to travel Australians desire to travel Within Australia. Within Australia. the international marketing campaign the international marketing campaign

• Strong partnership with industry and

Strong partnership with industry and media (packages and special deals) media (packages and special deals)

• Comprehensive and integrated advertising

Comprehensive and integrated advertising campaign, using a spectrum of media, campaign, using a spectrum of media, particularly the social media (co particularly the social media (co-

• creation)

creation)

• Free industry toolkits and collateral

Free industry toolkits and collateral

AUSTRALIA: AUSTRALIA: “ No leave, no life” “ No leave, no life”

• Australians

Australians have approx. 123 million days of accrued have approx. 123 million days of accrued leave leave -

• equated to approx. $33 billion in wages

equated to approx. $33 billion in wages

• Campaign developed in collaboration with

Campaign developed in collaboration with employers (benefits include health of business, employers (benefits include health of business, employees and local economy) employees and local economy) employees and local economy) employees and local economy)

• Used integrated set of marketing tools (e.g. TV show,

Used integrated set of marketing tools (e.g. TV show, dedicated website, outdoor, print and online advertising dedicated website, outdoor, print and online advertising

• Free employee toolkits, collateral and

Free employee toolkits, collateral and communication support, travel ideas/tips, etc. communication support, travel ideas/tips, etc.

• Focussed on various Experience Seeker segments

Focussed on various Experience Seeker segments

• Strong partnership with territories and local

Strong partnership with territories and local tourism organizations tourism organizations

MALAYSIA “ZOOM” CAMPAIGN MALAYSIA “ZOOM” CAMPAIGN MALAYSIA “ZOOM” CAMPAIGN MALAYSIA “ZOOM” CAMPAIGN

MALAYSIA MALAYSIA “ “ZOOM ZOOM” ” CAMPAIGN CAMPAIGN

• Brainchild of the Tourism Minister (Datuk Othman)

Brainchild of the Tourism Minister (Datuk Othman)

• Focussed on getting locals to look at Malaysia through “fresh”

Focussed on getting locals to look at Malaysia through “fresh” eyes and make Malaysia the “first eyes and make Malaysia the “first -

• choice” tourism

choice” tourism destinations for Malaysians) destinations for Malaysians)

• Emotional appeal

Emotional appeal -

• given environmental and economic issues

given environmental and economic issues going on holiday in Malaysia is a “sensible” choice) going on holiday in Malaysia is a “sensible” choice)

MALAYSIA “ZOOM” CAMPAIGN MALAYSIA “ZOOM” CAMPAIGN MALAYSIA “ZOOM” CAMPAIGN MALAYSIA “ZOOM” CAMPAIGN

• Given the diverse population the catchy phrase “Zoom!

Given the diverse population the catchy phrase “Zoom! Malaysia “ was used to transcends language, culture Malaysia “ was used to transcends language, culture and racial barriers and racial barriers

• The focus is on spreading movement and benefits throughout

The focus is on spreading movement and benefits throughout the destination (routes and events) the destination (routes and events)

• Surrounding destinations such as Singapore and Brunei

Surrounding destinations such as Singapore and Brunei are regarded as “domestic” markets for planning purposes are regarded as “domestic” markets for planning purposes

• Powerful alliances with private sector to jointly

Powerful alliances with private sector to jointly package and promote products, attractions and events package and promote products, attractions and events

• Wide spectrum of marketing campaigns and tools

Wide spectrum of marketing campaigns and tools -

• A STRONG FOCUS ON CO

A STRONG FOCUS ON CO-

• CREATION

CREATION

• Ur

NEW ZEALAND NEW ZEALAND -

• “

“101 MUST 101 MUST-

• DO’S FOR KIWIS

DO’S FOR KIWIS” ”

• Building on a very successful 1996 campaign, the “101”

Building on a very successful 1996 campaign, the “101” campaign was re campaign was re-

• launched in 2010.

launched in 2010.

• Mainly championed by the AA (with the consumer in

Mainly championed by the AA (with the consumer in the driving seat!) the driving seat!)

• Interactive and focussed on co

Interactive and focussed on co-

• creation of

creation of experiences (including voting, competitions, etc.) experiences (including voting, competitions, etc.)

• Campaign is dynamic with ever

Campaign is dynamic with ever-

• changing lists and

changing lists and

• Campaign is dynamic with ever

Campaign is dynamic with ever-

• changing lists and

changing lists and updated ranking results (195 000 00 individual updated ranking results (195 000 00 individual experience ratings) experience ratings)

• Strong partnerships with tourist and non

Strong partnerships with tourist and non-

• tourist

tourist stakeholders stakeholders

• A strong focus on events /festivals spread throughout

A strong focus on events /festivals spread throughout the year and throughout the country the year and throughout the country

• A wide range of marketing material, ranging from TV to

A wide range of marketing material, ranging from TV to social media to books social media to books

• 101 Must

101 Must-

• do’s for Kiwis will live on as a

do’s for Kiwis will live on as a reference tool; a source for planning holidays; reference tool; a source for planning holidays; and a strong motivation for domestic travel and a strong motivation for domestic travel

PHILIPPINES PHILIPPINES – – “ “PILIPINAS TARA NA!” PILIPINAS TARA NA!”

• Builds on a previous successful campaign

Builds on a previous successful campaign

• Focuses on key themes throughout the destination

Focuses on key themes throughout the destination (adventure, eco (adventure, eco-tourism, historical tourism, historical-cultural, and cultural, and nature nature-based experiences) based experiences)

• Brings together many local destinations with the aim

Brings together many local destinations with the aim

• of boosting local economies
• f boosting local economies
• Comprehensive targeted campaign (TV, music

Comprehensive targeted campaign (TV, music

• Comprehensive targeted campaign (TV, music

Comprehensive targeted campaign (TV, music video, various performers support, celebrity video, various performers support, celebrity endorsement, etc. ) endorsement, etc. )

• Strong focus on social media (Facebook, Twitter and

Strong focus on social media (Facebook, Twitter and You Tube) and e You Tube) and e-marketing platform (Infoboard) with marketing platform (Infoboard) with information being delivered via mobile phones information being delivered via mobile phones

• Focus on themed tourist

Focus on themed tourist-related special events related special events and festivals. and festivals.

• Major emphasis on partnerships and collaborative

Major emphasis on partnerships and collaborative campaigns campaigns

b

RWANDA RWANDA -

• “

“KWTIA IZINA KWTIA IZINA” ”

• Together with key focus on three high

Together with key focus on three high-yield yield segments (explorers, eco segments (explorers, eco-tourists and individual tourists and individual business travellers), there is a strong business travellers), there is a strong domestic tourism drive (to avoid over domestic tourism drive (to avoid over-reliance reliance

• n international visitors
• n international visitors - threat of core

threat of core attraction attraction - mountain gorillas) mountain gorillas)

• Goals of domestic tourism:

Goals of domestic tourism: = National pride and social/economic benefits = National pride and social/economic benefits = = Economic development Economic development (non (non-five star facilities five star facilities and better spread throughout the year) and better spread throughout the year) = = Expanding Rwanda tourism Expanding Rwanda tourism (local investments, (local investments, = = Expanding Rwanda tourism Expanding Rwanda tourism (local investments, (local investments, developing new products and experiences ) developing new products and experiences )

• Three key domestic markets

Three key domestic markets

• Rwanda nationals

Rwanda nationals (radio, Mountain Gorilla Rally/ (radio, Mountain Gorilla Rally/ Peace Marathon, Annual Gorilla Naming Peace Marathon, Annual Gorilla Naming Ceremony) Ceremony)

• Rwanda Expats

Rwanda Expats: (embassies, discounted offers : (embassies, discounted offers similar to nationals) similar to nationals)

• Rwanda Diaspora

Rwanda Diaspora (participation in international (participation in international events, diaspora, conventions, embassies, etc.) events, diaspora, conventions, embassies, etc.)

CANADA: CANADA: “ “Locals know” Locals know”

• Initiated and driven by the Canadian Tourism Commission
• A strong national integrated campaign, involving public

and private sector stakeholders down to local levels

• Focus on encouraging Canadians to seek out new and

exotic experiences – the source – Canadians themselves …. because LOCALS KNOW best!

• Comprised of print, online, display and social media aspects
• Had three key target audiences (consumer, trade and media)
• Upload of photos on dedicated website (www.localsknow.co) -

the “ultimate upload” that could win participants a vacation to one of the site’s locations

• Special packages and deals by private sector (e.g. Air Canada)
• Strong focus on social media (A Twitter feed featuring daily

photos and promoting the contest; a Flickr gallery; Quiz about local spots with scores on a Facebook Wall; and a You Tube channel that plays to out-of-country visitors in addition to Canadians

• Canadians embraced the idea and uploaded more

than 5000 sites from every corner of the country

• During the period June 1 to July 31, 2009 the site

clocked nearly a half a million visitors looking at the more than 5,000 “secret” spots.

• The campaign converted an estimated 2.7 mil. Canadian

travellers ($705 million in tourism revenue) with travel intentions into solid travel plans

CANADA: CANADA: “ “Locals know Locals know”: Some of the impacts ”: Some of the impacts

travel intentions into solid travel plans

• Approximately 405, 000 Canadians chose to plan

domestic vacations instead of going to destinations such as the US, Caribbean and Mexico

• Free contests were run by two TV stations (CanWest

and CTV) to leverage off the campaign

• The “Locals Know” campaign was named as one of the

top travel marketing campaigns in the world by Forbes.com (more than 130 articles written about it).

MEMPHIS,USA MEMPHIS,USA - “Be a tourist in your own hometown Be a tourist in your own hometown”

KENTUCKY, USA KENTUCKY, USA -

• “

“Discover your own backyard Discover your own backyard” ”

Successful domestic Successful domestic campaigns are campaigns are championed championed from the top from the top (ideally by the (ideally by the Minister responsible for Minister responsible for tourism) tourism) Strong partnerships and Strong partnerships and collaborative initiatives are collaborative initiatives are undertaken with all undertaken with all appropriate stakeholders, appropriate stakeholders, including the media including the media

KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -

• PLANNING

PLANNING

tourism) tourism) Domestic campaigns are Domestic campaigns are underpinned by underpinned by we well ll-

• planned and integrated

planned and integrated plans and strategies plans and strategies The domestic The domestic strategy is strategy is seamlessly seamlessly integrated integrated with the with the international strategy international strategy There is a strong There is a strong focus on focus on SMME SMME and community and community engagement engagement and and beneficiation beneficiation

Experiences are provided Experiences are provided that focus on the that focus on the five five senses senses Tourists are Tourists are engaged engaged in in exciting exciting, , entertaining entertaining and and educational (3 e’s) educational (3 e’s)ways ways

Festivals and Events Festivals and Events

KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -

• THE EXPERIENCE

THE EXPERIENCE

Domestic Domestic campaigns campaigns have both a strong have both a strong rational ational and and emotional emotional appeal appeal

A A wide spectrum of wide spectrum of marketing tools marketing tools are are utilized (particularly utilized (particularly the social media) the social media)

KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -

• MARKETING

MARKETING

There is appreciation that There is appreciation that there are there are wide spectrum of wide spectrum of market segments in the market segments in the domestic market domestic market -

• Some of

Some of which are domestic which are domestic-

• specific

specific Domestic tourism is regarded Domestic tourism is regarded as a catalyst for converting as a catalyst for converting locals into “personal” locals into “personal” and destination marketers and destination marketers

Local champions and Local champions and

• pinion leaders/
• pinion leaders/

celebrities celebrities are used as are used as brand ambassadors for brand ambassadors for the campaign the campaign

segments segments which are domestic which are domestic-

• specific

specific and some that are seamlessly and some that are seamlessly integrated with international integrated with international segments segments VFR segments are VFR segments are leveraged leveraged as key as key catalysts for catalysts for domestic tourism domestic tourism

“A great wind is A great wind is blowing that gives blowing that gives either imagination either imagination

• either imagination

either imagination

• r a headache
• r a headache”

”

• Catherine the Great

Catherine the Great

“What got us to “What got us to yesterday and today yesterday and today, , might not get us to might not get us to

• tomorrow”!

tomorrow”!