INTERNATIONAL BEST PRACTICES ON INTERNATIONAL BEST PRACTICES ON - PowerPoint PPT Presentation

INTERNATIONAL BEST PRACTICES ON INTERNATIONAL BEST PRACTICES ON STIMULATING DOMESTIC TOURISM STIMULATING DOMESTIC TOURISM by by ERNIE HEATH ERNIE HEATH DEPARTMENT OF TOURISM MANAGEMENT DEPARTMENT OF TOURISM MANAGEMENT UNIVERSITY OF PRETORIA UNIVERSITY OF PRETORIA

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WHY ARE INTERNATIONAL DESTINATIONS WHY ARE INTERNATIONAL DESTINATIONS INCREASINGLY FOCUSSING ON DOMESTIC TOURISM? INCREASINGLY FOCUSSING ON DOMESTIC TOURISM? An An environmentally environmentally- - Traditionally Traditionally less less sustainable form of sustainable form of seasonal and more seasonal and more tourism, providing tourism, providing dispersed, in terms of dispersed, in terms of valuable income without a valuable income without a tourism spend, across tourism spend, across large carbon footprint large carbon footprint the destination the destination the destination the destination Intangible benefits, such as Intangible benefits, such as Locals who know and Locals who know and appreciation for the appreciation for the enjoy the destination enjoy the destination destination on the part of destination on the part of can be can be powerful powerful locals though enjoyment of locals though enjoyment of destination marketers/ destination marketers/ its experiences – its experiences – also also greater greater ambassadors ambassadors appreciation for the appreciation for the environment and environment and conservation conservation

D OMESTIC TOURISM IS FACED OMESTIC TOURISM IS FACED WITH SOME CHALLENGES WITH SOME CHALLENGES Competition is Competition is In some destinations In some destinations coming from ‘cheap’ coming from ‘cheap’ domestic tourism is domestic tourism is international international losing ground to losing ground to destinations destinations outbound tourism outbound tourism in in terms of share of terms of share of terms of share of terms of share of nights and experience nights and experience nights and experience nights and experience The The cost of domestic cost of domestic The increasing The increasing tourism is increasing tourism is increasing international focus on international focus on relative to outbound relative to outbound domestic tourism, is domestic tourism, is travel (e.g. New travel (e.g. New placing pressure on placing pressure on Zealand 44% versus 9% Zealand 44% versus 9% destination’s inbound destination’s inbound in a 15 in a 15- -year period) year period) year period) year period) tourism industry tourism industry tourism industry tourism industry

THE ARE SOME POSSIBLE CHANGES IN THE ARE SOME POSSIBLE CHANGES IN DOMESTIC TOURISM MARKETS DOMESTIC TOURISM MARKETS Travelling less Travelling less Becoming smarter Becoming smarter Having shorter Having shorter and spending and spending and more value-for and more value for- booking lead booking lead less (shifts to less (shifts to money driven? money driven? times? times? other products, other products, dep dep dept reduction, dept reduction, etc. ) etc. ) etc. ) etc. ) Shorter lengths of Shorter lengths of Switching to Switching to stay? stay? closer closer destinations? de de destinations? Some trading down Some trading down (e.g. towards LCC, (e.g. towards LCC, Shifts from Shifts from lower standard lower standard international to international to accommodation, etc. accommodation, etc. domestic travel? domestic travel? do do

DOMESTIC TOURISM DEMAND IS DOMESTIC TOURISM DEMAND IS INCREASINGLY ABOUT: INCREASINGLY ABOUT: HASSLE HASSLE- - FREE AND FREE AND FAMILY FAMILY- - EXPERIENCES EXPERIENCES “SEAMLESS” “SEAMLESS” AUTHENTICITY AUTHENTICITY FRIENDLY FRIENDLY TRAVEL TRAVEL HOLIDAYS HOLIDAYS AT EVERY AT EVERY “TOUCH “TOUCH- -POINT” POINT” People want People want From booking to From booking to Unique, Unique, AUTHENTICITY AUTHENTICITY to travel to travel departure departure meaningful meaningful - - in people, in people, with loved ones. with loved ones. services services and memorable and memorable - - food, food, Offers Offers must be must be EXPERIENCES EXPERIENCES - - service, etc. service, etc. have to have to seamless seamless be adapted, be adapted,

THE TREND IS ALSO INCREASINGLY THE TREND IS ALSO INCREASINGLY CS CS TOWARDS SPECIAL INTEREST AND NICHE MARKETS TOWARDS SPECIAL INTEREST AND NICHE MARKETS The “New Jet The “New Jet- -Set” Set” The Adventure Market The Adventure Market Market Market (S, M, L, XL) (S, M, L, XL) The “Peace of Mind” The “Peace of Mind” The Sports The Sports Market Market Market Market Market Market The Entertainment The Entertainment The Nature Market The Nature Market Market Market The Volunteer Market The Volunteer Market The Wellness Market The Wellness Market The Hyper The Hyper- -Tourism Tourism The “Good-life” Market The “Good life” Market Market Market Source: THR 2009 Source: THR 2009

LET’S LOOK AT SOME DOMESTIC TOURISM EXAMPLES LET’S LOOK AT SOME DOMESTIC TOURISM EXAMPLES Australia Australia – – “ No Leave, No Life “ No Leave, No Life” ” Malaysia Malaysia – – “Zoom! Malaysia “Zoom! Malaysia €€€ €€€ New Zealand – New Zealand – “ 101 Must “ 101 Must- - Do’s for Kiwis” Do’s for Kiwis” Philippines - Philippines - “Pilipinas Tara Na “Pilipinas Tara Na!” !” Rwanda = “Kwita Izina” Rwanda = “Kwita Izina” Canada Canada – – “Locals Know” “Locals Know”

AUSTRALIA HAS TWO KEY CAMPAIGNS AUSTRALIA HAS TWO KEY CAMPAIGNS domestic IN THE DOMESTIC MARKET IN THE DOMESTIC MARKET No Leave, No Life No Leave, No Life There’s nothing like There’s nothing like • THERE’S NOTHING Australia Australia - - Is a Is a tactical campaign tactical campaign which aims to convert which aims to convert Aims to raise the emotive Aims to raise the emotive stockpiled annual leave into stockpiled annual leave into stockpiled annual leave into stockpiled annual leave into appeal of an Australian appeal appeal appeal of an Australian of an Australian of an Australian Australian holidays Australian holidays holiday and re- holiday and re -ignite ignite Australians desire to travel Australians desire to travel Within Australia. Within Australia.

AUSTRALIA AUSTRALIA - - “There’s nothing like Australia” “There’s nothing like Australia” domestic • Aims to raise the emotive appeal of Aims to raise the emotive appeal of an Australian holiday and re an Australian holiday and re- -ignite ignite There’s nothing like There’s nothing like Australians desire to travel Australians desire to travel Australia - Australia - within Australia within Australia Aims to raise the emotive Aims to raise the emotive • Directly linked with and integrated into Directly linked with and integrated into appeal of an Australian appeal of an Australian the international marketing campaign the international marketing campaign the international marketing campaign the international marketing campaign Holiday and re- Holiday and re Holiday and re- Holiday and re -ignite -ignite ignite ignite Australians desire to travel Australians desire to travel • Strong partnership with industry and Strong partnership with industry and Within Australia. Within Australia. media (packages and special deals) media (packages and special deals) • Comprehensive and integrated advertising Comprehensive and integrated advertising campaign, using a spectrum of media, campaign, using a spectrum of media, particularly the social media (co particularly the social media (co- -creation) creation) • Free industry toolkits and collateral Free industry toolkits and collateral

AUSTRALIA: AUSTRALIA: “ No leave, no life” “ No leave, no life” • Australians Australians have approx. 123 million days of accrued have approx. 123 million days of accrued leave leave - - equated to approx. $33 billion in wages equated to approx. $33 billion in wages • Campaign developed in collaboration with Campaign developed in collaboration with employers (benefits include health of business, employers (benefits include health of business, employees and local economy) employees and local economy) employees and local economy) employees and local economy) • Used integrated set of marketing tools (e.g. TV show, Used integrated set of marketing tools (e.g. TV show, dedicated website, outdoor, print and online advertising dedicated website, outdoor, print and online advertising • Free employee toolkits, collateral and Free employee toolkits, collateral and communication support, travel ideas/tips, etc. communication support, travel ideas/tips, etc. • Focussed on various Experience Seeker segments Focussed on various Experience Seeker segments • Strong partnership with territories and local Strong partnership with territories and local tourism organizations tourism organizations