How to promote a country, a region, and tour operators
According to the World Travel and Tourism Council (WTTC), “the contribution of the global Travel and Tourism sector to the global economy could reach $8.6 trillion by 2022, just 6.4% below pre-pandemic levels.
If the vaccine and booster rollout continues apace this year, and restrictions on international travel are eased around the world throughout the year, the industry could create 58 million jobs in 2022, reaching over 330 million, just 1 % below pre-pandemic levels and 21.5% above 2020.”
Contributing significantly to the country brand and, consequently, to the national GDP, this is a sector in which most countries worldwide invest.
Tourism marketing is defined as any marketing strategy used by companies in the tourism industry. It includes, for example, hotels and other forms of accommodation, airlines, car rental services, restaurants, entertainment venues, travel agents and tour operators.
Here's an example of "No Drama" the promotional video from Switzerland, with Robert de Niro, for those who want a restful and drama-free vacation.
The objective of tourism marketing is to promote the business, set it apart from competitors, attract customers and generate brand awareness. It uses the same marketing channels for this purpose: digital channels such as social media, search marketing, affiliate marketing; and traditional channels such as print ads, billboards, radio or TV.
As can be seen, tourism marketing is not just for companies and businesses operating in the sector. At the state/governmental level, nations compete with each other to obtain the largest share of visitors using tourism marketing to create a “country brand”.
In Portugal, at a regional level, Viana do Castelo stood out 3 years ago with a promotional campaign in partnership with the Neopop Festival: "Neopop 2018. Viana for the Capital of Techno". A final example of the new disruptive, viral and appealing marketing .which increases visibility, tourist attraction and revenue.
Here are some tourism marketing strategies that companies and authorities can use to be successful in their tourism promotion campaigns:
· Understand customers/consumers
· Optimize your website and SEO
· Focus on mobile
· Capitalize on social media: Facebook, Instagram, Twitter, You Tube
· Boost live video marketing
· Boost your presence and reputation through Reviews like Yelp, TripAdvisor
· Increase blog posts
· Prioritize customer experience
· Engage with influencers
· Set goals, monitor and optimize
And, finally, another example on tourism marketing of awareness and sustainability promoted by Visit Portugal, "Hello World. It's me, Tomorrow."
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