1. Marketing and mobilizing IX LVIV International
regional potential Economic Forum
through tourism Ukraine
October 2009
Sue Warren

2. Importance of tourism
one of the strongest drivers of trade and prosperity
a major player in the economy
sheer size and growth of sector
a major way to alleviate poverty
a major role to safeguard and encourage sustainability
can improve and nurture places for people to live,
work and invest in - and for people to visit
can influence regional development

3. Tourism impact
 quantifiable economic impact
(direct, indirect and induced economic benefits)
Tourism Satellite Accounting (TSA)
 unquantifiable “soft” benefits
….image, social inclusion, pride of place, quality of
life,
 sustainability managed (Sustainable Indicators)
 tourism is part of rural development – EU agendas

4. Tourism is a strategic business
attractors
Destination
Management
services
infrastructure

5. Attractors - pull the market
Product
- well developed and value
laden product
product development
– meeting trends

6. Services meet needs of visitors,
high in-destination spending
accommodation,
Quality restaurants,
Correct pricing
Guides, Tour
operators,
taxis, rental cars
Souvenirs, markets

7. Infrastructure –
facilitates access, quality and operation
makes the destination work with basic
requirements for people,
access…comfort…security...getting around
make it easy for tourists
soft: information systems, ICT
hard: access (air, roads, signage),
spatial planning, traffic control, parking,
public amenities (rubbish control, toilets)

8. Creating competitive identity
…beginning with tourism
Public
Diplomacy Business
Inward Tourism
Investment

9. Is your image fair?
 identify your image
 analyze how you want to be positioned
 develop a brand strategy to deal with it
 how much of your reputation is deserved
 is there a gap between reality & perception…
if unfair…a communication problem
if fair…..you need new policies and new behaviours

10. Establishing a competitive identity
 branding a destination is
about amplification, not
fabrication
 identify what is relevant,
credible, distinctive and
motivating to your target
audiences
 how you stand out from
your competitors
 find a powerful story,
develop a brand strategy
 reinforce your positioning
with behaviour

11. Competitive Identity for New Zealand: “Flying the
Fern”
www.investmentnz.govt.
nz

12. Focused marketing
to identified niches noting trends….

13. Promotional activities –
do a few things well
 Internet and individuality – move ahead
 Engage the media
 Imagery – convey values
 Editorial and empathy – inspired literature,
language carefully reviewed
 Events – make a statement
 Advertising – find diversity in the story, review
your language

14. Destination Management
- partnership organisation, holistic approach
destination management organisation (DMO)

15. The big agenda
is sustainable development
 Institutional Sustainability
 Social Inclusion
 Cultural sustainability, ethics
 Sustainability of lifestyle
 Environmental sustainability
 Climate Change (risk management)

16. Principles of
Sustainable tourism
1. using resources sustainably
2. reducing over-consumption and waste
3. maintaining diversity
4. integrating tourism into planning
5. supporting local economies
6. involving local communities
7. consulting stakeholders and the public
8. training staff
9. marketing tourism responsibly
10. undertaking research

17. Big challenges & new opportunities
 Tourism has economic and other soft impacts
This is why Governments / EU prioritize funding for tourism
development
BUT tourism can have negative impacts – polluting industry, polarize
communities, marginalize local people, so has to be done well
Must be planned & managed in a SUSTAINABLE way
 regional bodies to be prepared, eg destination management
 understand the environment
 understand who is coming, who is not, why, what is required to
attract them understand the impact of climate change
 tune in to the trends, new global frameworks, EU policies etc,
 understand the NEED to get together to work towards sustainability
Opportunities are there in tourism FOR THOSE WHO ARE PREPARED