ppt template latvija marketing of tourism in latvia - the concept, strategy, implementation. project...
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PPT template
Latvija
Marketing of tourism in Latvia - the concept,
strategy, implementation. Project "European Destinations of Excellence (EDEN)".
Armands Slokenbergs
Director, Latvian Tourism Development Agency
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PPT template
Latvija
Contents:• The Latvian tourism marketing strategy • The new Latvian tourism brand• EDEN project
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PPT template
Latvija
The Latvian Tourism Marketing Strategy
2010-2015
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PPT template
Latvija
Trends:GlobalizationDemografic changesAvailability of information“Experience economy” ageIndividualizadion and customizationSustainabilityHelth and healthy lifestyle
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PPT template
Latvija
Vision
Latvia – recognized in its target markets as an attractive tourism destination for individual tourists, it provides true, sincere
hospitality and high quality, innovative, authentic and sustainable tourism products with high added value in the
relevant target segments created by people with knowledge and professionalism.
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PPT template
Latvija
Marketing objectivesThe brandCo-operationQuality of servicesSeasonalityProduct development
Economic objectivesA prolonged stay by foreign tourists to more than 3 nightsTourism service exports increase of 5 – 10% against the previous yearLocal tourism increase against the total (%) against total tourism service exportTourism related income to 5% of GDP
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PPT template
Latvija
Tourism products (resources): Culture varaity Nature Products with high added value (medical, health, MICE, sport etc)
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PPT template
Latvija
The essential values of Latvian tourism products:QualitySustainabilityHigh added valueIndividualizationInvolvement and experience
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PPT template
Latvija
The Latvian Tourism Brand
Platform
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PPT template
Latvija
Our promise to a visitor to Latvia is: That Latvia is a place, where having arrived, you have the opportunity to change the tempo of your life,
to enjoy leisure experiences, thereby tasting new experiences, allowing you to aspire to harmony and
reveal your true inner values.
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PPT template
Latvija
Unhurried leisure in Latvia:
- Is an invitation to stay longer and return
- Is a diverse use of your time that encourages you to stay
- Is a way of experiencing the best things in Latvia
- Is a product created by Latvian tourism
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PPT template
Latvija
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PPT template
Latvija
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PPT template
Latvija
The tourism brand is compatible with
current worldwide tourism trends
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PPT template
Latvija
The growing trends in worldwide tourism are - Green Tourism, Nature Tourism, Eco Tourism, Knowledge Tourism, Experience Tourism, Culture
Tourism, Culinary Tourism, Slow Tourism
un Latvia is part of this trend.
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PPT template
LatvijaThe Target Audience
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PPT template
Latvija
“I don't like to do much on my holidays, and the idea of slowing down and taking the time to
enjoy the scenery instead of rushing from one thing to another works for me.”
(Jill, Great Britain)
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PPT template
Latvija
With the new tourism brand we will address:People who quickly catch on and try out new trends – a growing niche segment with potentialThe biggest and most important tourism segment in Europe, the population over 55
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PPT template
LatvijaProducts
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PPT template
Latvija
„Best enjoyed slowly” allows various tourism products to find their target group:Tourists who enjoy wild nature, the sea and coastActive leisure, observing sustainability principlesTourists who demand high quality entertainment and culture experiencesClean and well kept rather than
untouched natureIt is critical to achieve harmonic transition
form today’s product portfolio to future one
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PPT template
Latvija
European Destinations of
ExcelleNce (EDEN) 2010
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PPT template
Latvija
Mērķis:Veicināt ilgtspējīgu tūrisma attīstību
Uzdevumi:Pievērst uzmanību potenciāliem Eiropas tūristu
galamērķiem (vērtībām, daudzveidībai)Mazināt sezonalitātes negatīvo ietekmiVeicināt kontrolētu tūristu plūsmu Radīt platformu veiksmīgai pieredzes apmaiņai starp ES
valstīmVeicināt ilgtspējīgu tūrisma attīstību un izpratni par to
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PPT template
Latvija
Praktiski:Iespēja tūristu galamērķiem pārbaudīt kā notiek attīstība Kļūt atpazīstamākiem Latvijā, bet īpaši Eiropā un kā
atpazīstamības zīmi lietot EDEN logoIesaistīties EDEN profesionālās informācijas apritē ar
vairāk nekā 50 citiem EDEN tūrisma galamērķiem Eiropā
Brošūras, kartiņas, video klipsInstruments uzņēmējiem uzrunāt savas pašvaldības un
iedrošināt, argumentēt tūrisma attīstības nepieciešamību
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PPT template
Latvija
Kritēriji:Tūristu galamērķi tiek pārbaudīti izmantojot
ilgtspējīgas attīstības kritērijus un indikatorus:- ekonomiskos- ekoloģiskos- sociālos
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PPT template
Latvija