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Promoting Caucasus Tourism Globally Through Specialty Tourism Products: Armenian Case Study. Alan Saffery Competitive Armenian Private Sector (CAPS) Project. Where is Armenia Anyway?. 2146 km. ADD CNN VIDEO. Competitive Armenian Private Sector Project. Cluster Competitiveness - PowerPoint PPT Presentation
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Promoting Caucasus Tourism Globally Through Specialty Tourism
Products: Armenian Case Study
Alan SafferyCompetitive Armenian Private Sector
(CAPS) Project
Where is Armenia Anyway?
2146 km
ADD CNN VIDEO
Competitive Armenian Private Sector Project
• Tourism• IT• Engineering
Services• Pharmaceuticals
• Cluster Competitiveness
• Workforce Development
• Business Capacity Strengthening
• Policy & Advocacy
MARKETING
Success of Armenia’s Tourism Industry in 2007International Arrivals – 510,287 (increase of 33% on
2006, average annual increase of 27% since 2001)Foreign Hotel Stays – 58,876 (increase of 8% on
2006)Tourism Expenditure in Armenia (from foreign
arrivals) – US$ 359 million (increase of 20% on 2006)Tax Revenues to Government – US$ 70 million*
(>$10 million through Exit Tax alone)
Direct Impacts of Promotional Activities
Armenia on Lonely Planet’s 2008 ‘Blue List’ of destinations to visit
Armenia Itinerary featured in US ‘Outside’ Magazine’s top destinations for 2008
Air Baltic operating scheduled flights to Armenia Armenia added to portfolio of Le Petit Futé French
Guidebooks
Armenian Government Approach to Tourism PromotionAdvertising on CNN and EuroNews - > $300,000Travel Documentary Film-Making - > $200,000
Mass-Promotion – Targeting Non-Potential Tourists – Infrequent Exposure - Inability to Retain Interest – Limited Channels - Little Return on Investment - Lack of Evaluation
The Importance of Holistic & Targeted Promotion
The Importance of Holistic & Targeted Promotion
Travel fair
Magazine article
Potential Market
Size of Market untouched by promotion
The Importance of Holistic & Targeted Promotion
J F M A M J J A S O N DTourist Magazine
ArticleTour Operator
World Travel Market
Level of Awareness and Interest in Armenia
Travel fair
Magazine article
Cultural event
Internet
Size of Market untouched by promotion
The Importance of Holistic & Targeted Promotion
The Importance of Holistic & Targeted Promotion
Level of Awareness and Interest in Armenia
J F M A M J J A S O N D
Tourist Magazine Travel TV Cultural Newspaper MagazineArticle Fair Documentary Event Article Article
Tour Operator
Travel Cultural Fam WorldMagazine Event Trip TravelArticle Market Email Newsletters
Armenia’s Tourism Products and Source Markets
Impacts of Targeted Promotion in Italy 35% increase of Italians staying at Armenian Hotels
in 2007 (compared to 8% average increase) 61% increase in Italians visiting Yerevan Information
Center in 2007 (compared to 34% average increase) 100% increase in Armenian visas issued by the
Armenian Embassy in Rome 200% increase in sales of trips to Armenia amongst
selected Italian tour operators 10 Italian Tour Operators selling trips to Armenia for
the first time in 2008
Impacts of Targeted Promotion in Italy
> 60 articles on Armenia published in trade and consumer media
Metamondo operated 1st charter flights to Armenia ‘Wind Jet’ low-cost Italian airline intending to operate
scheduled flights to Armenia (pending CAA agreement and Italian tour operator support)
Contribution to Armenian Economy of Targeted Promotion in Italy Additional US$1.06 million in tourism expenditure in
Armenia in 2007* Additional Tax Revenue to Government of – $220,000
(c. 20% of expenditure) This EXCLUDES Italian tourists staying in other
accommodationPilot has proven the efficiency of targeted promotion: Impacts
were achieved very rapidly and at a cost of $0.18 million + Impacts will continue to be seen in future years.
* Based on additional 801 Italian tourists staying in Armenian hotels for an average 13.8 nights and spending $122.7 per day* Expenditure is additional to national average increase
2007 Italian Promotional Activities
Participation in 3 Travel Fairs (Milan, Rome, Rimini) Press Conference held for Italian Journalists and Tour
Operators in Armenian stand during Milan Travel Fair Training to Armenian Tour Operators Familiarization Trip for Italian Tour Operators & Journalists Year-round ATDA representation in Italy Regular distribution of Press Releases and information to
more than 13,000 Travel Companies and 100 Journalists
2007 Italian Promotional Activities
Obtained support from Antonia Arslan Presentations to Italian-Armenian Diaspora
Community Cooperation with Armenian Embassy & Honorary
Consul Cooperation in organizing Cultural Events Italian Language Guidebook negotiations
Where Next?
France US-Armenian Diaspora Adventure Tourism Faith-based Tourism