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Developing YourInternational TourismMarkets
Today’s AgendaWelcome and Introductions
Fergus Watson, MBTAG
Stewart Walker BTS
9.45 – 10.30
How “VisitScotland” can help you promote your
business,
Rona Wallace, Trade Marketing Manager, VisitScotland
• Market analysis: planning for international tourism markets, understanding your international visitors
• Q&A
10.30 - Coffee / Tea Break
10.45 – 12.15
Best Practice - Presentations by businesses
• Kat Brogan – Managing Director Mercat Tours
• Sandrine Contier-Lawrie, Business Development, Travel Trade & Hospitality, National Trust for Scotland
• Ian Fox, Senior Account Manager, Caledonian MacBrayne
12.15
Q&A
12.30 – 1.00
Being Market Ready
Developing your own international tourism action plan
• Facilitated session
1.00 - 1.15
Next Steps
PROGRAM AIMS
Going Beyond will help you with:
• An understanding of VisitScotland’s role within the inbound tourism industry
• Industry cohesion
• Getting your product “export ready” and developing an international tourism sales action plan
• Overview of the key national trends & challenges
• The inbound tourism distribution system
• Working with distributors (Wholesaler, Inbound Tour Operators and Online Operators)
• Growing Your Business by Working On Online / Social Media
• Setting price structures for your product (allowing for commissions and rates)
Going Beyond Programme
Workshops
• Tuesday 24th October
• Tuesday 21st November
• Tuesday 5th December
• Tuesday 9th January
Fam Visits
• March & April 2018
VisitScotland Expo
• 11th & 12th April 2018
Reaching Potential Customers
What are the different styles of travel?
Visitors choose different styles of travel based on whether their trip is for leisure, business, special interest or family reasons.
• Fully independent traveller (FIT)
• Group inclusive tour (GIT)
– Group travellers
– Business travellers/Incentive traveller
– Convention traveller
– Special Interest
• Visiting Friends and relatives (VFR)
• Youth/Backpackers
• Student / Education travellers
Millenials
Key Inbound Markets
RankVisits
Country 2016 Visits Rank Spend 2016 Spend
£000’s
1 USA 451,000 1 USA 509
2 Germany 354,000 2 Germany 212
3 France 151,000 3 Canada 130
4 Canada 148,000 4 Australia 102
5 Poland 137,000 5 Italy 91
6 Australia 131,000 6 France 75
7 Italy 123,000 7 Netherlands 61
8 Netherlands 114,000 8 Switzerland 54
9 Irish Republic 95,000 9 Norway 43
10 Sweden 88,000 10 Sweden 43
11 Spain 88,000 11 Spain 39
12 Norway 81,000 12 China 36
13 Denmark 62,000 13 Singapore 29
14 Switzerland 54,000 14 Irish Republic 25
15 China 40,000 15 Belgium 23
Being Market Ready
What is Export Tourism ?
• What does it mean to you as a business and your area?
As a business /and area what do you need to do to ?
a) Attract international business
b) Deliver the quality of service required
c) Maintain and grow the relationships for future years
Inbound v Domestic
DOMESTIC MARKET
• Travellers are familiar with Scotland
• Lower marketing costs • Traveller needs are consistent
across segments • Distribution system is
consistent and operators often deal with consumers directly
• Simpler, shorter break style itineraries
• No language or cultural barriers
• Easy market to enter and return on investment established more quickly
UK and INTERNATIONAL MARKET
• Travellers may have limited knowledge of Scotland
• Higher marketing costs
• Traveller needs vary in each market and segment
• Distribution systems vary in each market
• Varied itineraries
• Language and cultural differences
• Long term investment to recoup costs
Reaching Potential Customers
Traditional Distribution Channel
Distribution channels
New Distribution Channels
Developing your overseas sales action plan
• A plan is simply a map to guide you and keep you on the right track. To be successful it needs to be flexible to suit your product and your area and allow for unforeseen changes.
• What’s involved in developing an overseas sales action plan?
• There are a few simple steps to help develop a sales action plan to grow overseas business:
– Match your product to the market.
– Convert the features into benefits.
– Analyse current sales.
– Set targets.
– Write your overseas sales action plan.
Developing your overseas sales action plan
✓ Is my business export ready?
✓ Research your markets
✓ Plan your approach
✓ Prepare pricing and collateral
✓ Working with others locally
✓ Updating your web site
✓ Check your business is ready
✓ Launch your export ready product
Proposed Sales
Activities
Detailed Description TargetSegment
DetailedEstimatedExpenditure
Timeframefor Activity
Keyperformanceindicators(KPIs)
Follow up&measurement
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