Tourism Development of the RA Vision | Strategy | Action plan 2017 State Committee for Tourism of the Ministry of Economic Development and Investment of Armenia
AGENDA • Statistics • State policy goals, objectives and obstacles • Action Plan 2017 • Gaps 2
STATISTICS 3
TOURISM AS ONE OF THE MAIN DRIVERS OF ECONOMY World Average – 3.3% Source: World Travel and Tourism Council Emerging Destinations – 4.4%
DIVERSITY OF TOURISM Source:Armenian International Visitor Survey
DOMESTIC TOURISM 6
GROSS RECEIPTS • Gross receipts from incoming tourism for 2015 is $950 million • Gross receipts from domestic tourism for 2015 is $280 million 7
ACCOMODATIONS (256) 60 % In Regions Number of accommodation 440 establishments (184)40 % in Yerevan Number of rooms 28000 Number of beds 14000 8
INTERNATIONAL HOTEL BRANDS IN ARMENIA Currently in Armenia In Pipeline In 2017 2 hotels 2 hotels In 2017 In 2018 In 2018 9
OUR TARGETS BY 2020 • 2,5 million incoming tourists annually, of which 1,2 million Diaspora Armenians’ visits • 1,5 million domestic tourism • $ 2,5 billion annual receipts from incoming tourism • Increase average spending per visitor from $700 to $1000 • $450 million receipts from domestic tourism • 50 new hotels with 3,000 beds • 15,000 additional jobs 10
CHALLENGES • Accessibility: direct air transportation with many of potential markets • Improving the service quality: Developing uniformly high quality visitor services throughout the country • Need to establish an NTO and a Convention Bureau • Improving road access and infrastructure in some of the country’s most spectacular natural areas; • Improving the legal framework for tourism development • Improving statistics for strong strategic planning 11
OUR VISION Through sustainable development of tourism contribute to: Consistent and proportionate territorial economic development of Armenia; create economic • opportunities for local communities Growth of national income, improvement of living standards; • Preservation, development , proper presentation and promotion of historical and cultural • heritage; Preservation, rational consumption and development of natural resources, as well as solution • of environmental issues; Increasing awareness about Armenia and Armenian people; • Development of an image of Armenia as a top desirable tourist destination; • Strengthening and development of Armenia-Diaspora relations and preservation of national • identity Preservation, development and promotion of universal values, strengthening of international • solidarity and peace as well as increasing the role of Armenia in these processes. 12
STRATEGIC OBJECTIVES Enhance the image of Armenia as a stable and safe country, with a favorable and • attractive environment for entrepreneurship, investments and tourism; Expand and enhance data collection and analysis and market research • Diversification of Armenian tourism product; • Diversification of markets focusing on markets with accessibility, proximity and • interest towards Armenian tourism offer Overcoming seasonality issues • Accessibility of Armenia to world markets. • 13
STRATEGIC OBJECTIVES Development of infrastructures • Quality of service - Provide international standard services and amenities for visitors • Building stronger public/private partnerships for tourism product development and • investments Efficient Destination management • Support the private sector • Enhance International cooperation • 14
PILLARS OF TOURISM POLICY Stakeholder Marketing and ▪ ▪ Institutional coordination promotion Improvements Tourism offer International ▪ ▪ Capacity building diversification cooperation Infrastructure development 15
INSTITUTIONAL IMPROVEMENTS Evaluate the impact of tourism growth through the collection and analysis of • quantitative and qualitative data: Visitor Surveys • Implement SECT System -Border electronic control information system • Satellite account • Improve the legislation regulating the tourism sector. • New Tourism Law - licensing and certification • DMO/Information Centers • Administrative Register • Revise taxation and customs policies, improve tax administration, create a mechanism • of direct allotments for the development of tourism attractions from tourism generated incomes within the framework of RA legislation. Continue easing accessibility to Armenia through visa requirements • 16
STAKEHOLDER COORDINATION AND CONSOLIDATION Enhance the public and stakeholder awareness about the State Tourism policy, • goals and actions through Tourism Advisory Board • Donor Coordination Council • State Inter-agency Coordination Board • Community development and education for understanding the tourism benefits • Strengthen private sector through professional associations • 17
MARKETING AND PROMOTION Develop an annual marketing strategy: define target markets, action plans and KPIs • Develop marketing and PR strategies for all stages of the tourist decision making • Raising awareness about Armenia through PR and marketing campaigns • Branding of the country as a destination, profiling individual tourist sites and their • effective presentation and promotion in global (target) markets Tourism Branding • Development of marketing collateral • Aggressive electronic marketing and promotion • Travel Expos • Road shows • FAM trips • Launch aggressive digital media campaign (website, social media) • Involve trade representatives, diplomatic representatives and the Diaspora in promoting • Armenia Undertake annual domestic tourism campaign. 8) Promote importance of tourism • industry to Armenian public. 18
TOURISM OFFER DIVERSIFICATION Establishment of DMOs and Information Centers in the regions • Develop Site management plans for major tourism attractions • Promote PPP to attract investors • Design new, competitive destinations, prioritize tourism sites and attractions in Armenia • Design and develop new attractive, competitive (including unique) itineraries • Evaluate main tourism resources required for the development of tourism priority directions in Armenia • Ensure effective use and preservation of natural, cultural and historical resources, identification of new • resources, their design and commercialization. Revitalize national traditions and culture through events and festivals • Categorize High Involvement and Low Involvement tourism products and develop strategies to package and • promote: Develop winter and sports tourism investment packages • Develop spa and health tourism. • Develop ecotourism include specially protected nature areas in the tourism product. • Adventure tourism • Religious Tourism • Cultural tourism • MICE Tourism • Ensure regional cooperation and create a regional tourism product. • 19
INTERNATIONAL COOPERATION Active participation in UNWTO activities • Active participation in Commonwealth of Independent States Tourism Council • Active participation in other world tourism organizations • Ensure private sector participation in Travel Trade associations • 20
CAPACITY BUILDING Develop a quality standards/certification program for the tourism sector • Support the operations of the International Study Center for Guides • Ensuring participation of all stakeholders in the process of developing tourism guidelines and • professional education programs Establish sound qualification system for accommodation and food outlets, develop B&B network • particularly in the Marzes Ensure quality management (including control) through regulation and voluntary certification • Maintain and enhance tourist guide services through improvement of licensing system and • continual training Organization of seminars and trainings for communities in the region • Establish active and efficient cooperation among academia, employers and stakeholder state • entities in the design and approval of educational programs to ensure their consistency with the current demand. Support cooperation with international universities and organizations in accreditation of tourism • courses Develop cooperation among academia, employers, job agencies as well as training and retraining • centers. 21
INFRASTRUCTURE DEVELOPMENT • Expand airline route network and frequency of flights to key markets. • Improve quality and maintenance of roads between tourism areas and to borders. • Design & implement strict planning controls in tourism areas • Devise and implement infrastructure development and investment plans for tourism areas in cooperation with the private sector. • Improve the signage, tourist services and facilities and information at key attractions and sites. • Improve and modernize communications infrastructure. • Encourage establishment and development of mid-market accommodations and food outlets. • Development of a unified system of tourism information centers in Yerevan and the regions 22
ACTION PLAN 2017 Accessibility Affordability Awareness 23
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