Post on 06-Mar-2018
INTERNATIONAL BEST PRACTICES ON INTERNATIONAL BEST PRACTICES ON STIMULATING DOMESTIC TOURISM STIMULATING DOMESTIC TOURISM
by by ERNIE HEATHERNIE HEATH
DEPARTMENT OF TOURISM MANAGEMENTDEPARTMENT OF TOURISM MANAGEMENTUNIVERSITY OF PRETORIA UNIVERSITY OF PRETORIA
DoDOMESTIC TOURISM IS DOMESTIC TOURISM IS
BECOMING A STRATEGIC FOCUS AREA BECOMING A STRATEGIC FOCUS AREA
IN MANY DESTINATIONS AROUND THE WORLDIN MANY DESTINATIONS AROUND THE WORLD
Traditionally Traditionally less less
seasonal seasonal and more and more
dispersed, in terms of dispersed, in terms of
tourism spend, across tourism spend, across
the destinationthe destination
An An environmentallyenvironmentally--
sustainablesustainable form of form of
tourism, providing tourism, providing
valuable income without a valuable income without a
large carbon footprintlarge carbon footprint
WHY ARE INTERNATIONAL DESTINATIONS WHY ARE INTERNATIONAL DESTINATIONS
INCREASINGLY FOCUSSING ON DOMESTIC TOURISM? INCREASINGLY FOCUSSING ON DOMESTIC TOURISM?
the destinationthe destination
Locals who know and Locals who know and
enjoy the destination enjoy the destination
can be can be powerful powerful
destination marketers/destination marketers/
ambassadorsambassadors
Intangible benefits, such as Intangible benefits, such as
appreciation for the appreciation for the
destinationdestination on the part of on the part of
locals though enjoyment of locals though enjoyment of
its experiences its experiences –– also also greatergreater
appreciation for the appreciation for the
environment and environment and
conservation conservation
Competition Competition is is
coming from ‘cheap’ coming from ‘cheap’
international international
destinationsdestinations
In some destinations In some destinations
domestic tourism is domestic tourism is
losing ground to losing ground to
outbound tourism outbound tourism in in
terms of share of terms of share of
DDOMESTIC TOURISM IS FACEDOMESTIC TOURISM IS FACED
WITH SOME CHALLENGESWITH SOME CHALLENGES
year period) year period)
The The cost of domestic cost of domestic
tourism is increasing tourism is increasing
relative to outbound relative to outbound
travel (e.g. New travel (e.g. New
Zealand 44% versus 9% Zealand 44% versus 9%
in a 15in a 15--year period) year period)
nights and experience nights and experience
terms of share of terms of share of
nights and experience nights and experience
tourism industrytourism industry
The increasing The increasing
international focus on international focus on
domestic tourism, is domestic tourism, is
placing pressure on placing pressure on
destination’s inbound destination’s inbound
tourism industrytourism industry
THE ARE SOME POSSIBLE CHANGES IN THE ARE SOME POSSIBLE CHANGES IN DOMESTIC TOURISM MARKETSDOMESTIC TOURISM MARKETS
dept reduction, dept reduction,
Travelling less Travelling less and spending and spending less (shifts to less (shifts to
other products, other products, dept reduction, dept reduction,
etc. )etc. )
Having shorter Having shorter booking lead booking lead
times?times?
Becoming smarter Becoming smarter and more valueand more value--forfor--
money driven?money driven?
etc. )etc. )
destinations? destinations?
Switching to Switching to closer closer
destinations? destinations?
domestic travel?domestic travel?
Shifts from Shifts from international to international to
domestic travel?domestic travel?
Some trading down Some trading down (e.g. towards LCC, (e.g. towards LCC,
lower standard lower standard accommodation, etc. accommodation, etc.
Shorter lengths of Shorter lengths of stay?stay?
DOMESTIC TOURISM DOMESTIC TOURISM DEMAND IS DEMAND IS INCREASINGLY ABOUT:INCREASINGLY ABOUT:
EXPERIENCESEXPERIENCESFAMILYFAMILY--
FRIENDLYFRIENDLY
HOLIDAYSHOLIDAYS
AUTHENTICITY AUTHENTICITY
HASSLEHASSLE--
FREE AND FREE AND
“SEAMLESS” “SEAMLESS”
TRAVEL TRAVEL
AT EVERY AT EVERY
“TOUCH“TOUCH--POINT” POINT”
Unique, Unique,
meaningfulmeaningful
and memorable and memorable
EXPERIENCESEXPERIENCES
AUTHENTICITYAUTHENTICITY
--in people,in people,
-- food, food,
--service, etc.service, etc.
From booking to From booking to
departuredeparture
servicesservices
must be must be
seamless seamless
People want People want
to travelto travel
with loved ones. with loved ones.
Offers Offers
have to have to
be adapted, be adapted,
CSCS
The Adventure MarketThe Adventure Market
(S, M, L, XL)(S, M, L, XL)
The “New JetThe “New Jet--Set”Set”
MarketMarket
The “Peace of Mind” The “Peace of Mind”
MarketMarketThe Sports The Sports MarketMarket
THE TREND IS ALSO INCREASINGLY THE TREND IS ALSO INCREASINGLY TOWARDS SPECIAL INTEREST AND NICHE MARKETS TOWARDS SPECIAL INTEREST AND NICHE MARKETS
Source: THR 2009 Source: THR 2009
The “GoodThe “Good--life” Market life” Market
The Wellness MarketThe Wellness Market
The Nature MarketThe Nature Market
The Volunteer Market The Volunteer Market
The HyperThe Hyper--TourismTourism
MarketMarket
The Entertainment The Entertainment
Market Market
MarketMarket
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””
New Zealand New Zealand –– “ 101 Must“ 101 Must-- Do’s for Kiwis”Do’s for Kiwis”
Malaysia Malaysia –– “Zoom! Malaysia “Zoom! Malaysia €€€€€€
Philippines Philippines -- “Pilipinas Tara Na“Pilipinas Tara Na!” !”
Rwanda = “Kwita Izina”Rwanda = “Kwita Izina”
Canada Canada –– “Locals Know”“Locals Know”
domestic
• THERE’S NOTHING
AUSTRALIA HAS TWO KEY CAMPAIGNS AUSTRALIA HAS TWO KEY CAMPAIGNS
IN THE DOMESTIC MARKETIN THE DOMESTIC MARKET
There’s nothing like There’s nothing like
Australia Australia --
Aims to raise the Aims to raise the emotive emotive
appeal appeal of an Australian of an Australian
No Leave, No Life No Leave, No Life
Is a Is a tactical campaigntactical campaign
which aims to convertwhich aims to convert
stockpiled annual leave into stockpiled annual leave into appeal appeal of an Australian of an Australian
holiday and reholiday and re--igniteignite
Australians desire to travel Australians desire to travel
Within Australia. Within Australia.
stockpiled annual leave into stockpiled annual leave into
Australian holidaysAustralian holidays
domesticAUSTRALIA AUSTRALIA -- “There’s nothing like Australia”“There’s nothing like Australia”
There’s nothing like There’s nothing like
Australia Australia --
Aims to raise the emotive Aims to raise the emotive
appeal of an Australian appeal of an Australian
Holiday and reHoliday and re--igniteignite
••Aims to raise the emotive appeal ofAims to raise the emotive appeal of
an Australian holiday and rean Australian holiday and re--igniteignite
Australians desire to travel Australians desire to travel
within Australiawithin Australia
••Directly linked with and integrated into Directly linked with and integrated into
the international marketing campaignthe international marketing campaignHoliday and reHoliday and re--igniteignite
Australians desire to travel Australians desire to travel
Within Australia. Within Australia.
the international marketing campaignthe international marketing campaign
••Strong partnership with industry and Strong partnership with industry and
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 (coparticularly 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 wagesequated 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 advertisingdedicated 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 segmentsFocussed on various Experience Seeker segments
•• Strong partnership with territories and local Strong partnership with territories and local
tourism organizationstourism organizations
MALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGN
MALAYSIA MALAYSIA ““ZOOMZOOM” ” CAMPAIGNCAMPAIGN
••Brainchild of the Tourism Minister (Datuk Othman)Brainchild of the Tourism Minister (Datuk Othman)
••Focussed on getting locals to look at Malaysia through “fresh”Focussed on getting locals to look at Malaysia through “fresh”
eyes and make Malaysia the “first eyes and make Malaysia the “first -- choice” tourism choice” tourism
destinations for Malaysians)destinations for Malaysians)
••Emotional appeal Emotional appeal -- given environmental and economic issues given environmental and economic issues
going on holiday in Malaysia is a “sensible” choice)going on holiday in Malaysia is a “sensible” choice)
MALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGN••Given the diverse population the catchy phrase “Zoom! Given the diverse population the catchy phrase “Zoom!
Malaysia “ was used to transcends language, culture Malaysia “ was used to transcends language, culture
and racial barriersand racial barriers
•• The focus is on spreading movement and benefits throughout The focus is on spreading movement and benefits throughout
the destination (routes and events)the destination (routes and events)
•• Surrounding destinations such as Singapore and Brunei Surrounding destinations such as Singapore and Brunei
are regarded as “domestic” markets for planning purposesare regarded as “domestic” markets for planning purposes
•• Powerful alliances with private sector to jointly Powerful alliances with private sector to jointly
package and promote products, attractions and events package and promote products, attractions and events
••Wide spectrum of marketing campaigns and tools Wide spectrum of marketing campaigns and tools -- A STRONG FOCUS ON COA STRONG FOCUS ON CO--CREATIONCREATION
• Ur
NEW ZEALAND NEW ZEALAND -- ““101 MUST101 MUST--DO’S FOR KIWISDO’S FOR KIWIS””
••Building on a very successful 1996 campaign, the “101”Building on a very successful 1996 campaign, the “101”
campaign was recampaign was re--launched in 2010.launched in 2010.
••Mainly championed by the AA (with the consumer in Mainly championed by the AA (with the consumer in
the driving seat!)the driving seat!)
••Interactive and focussed on coInteractive and focussed on co--creation of creation of
experiences (including voting, competitions, etc.)experiences (including voting, competitions, etc.)
••Campaign is dynamic with everCampaign is dynamic with ever--changing lists and changing lists and ••Campaign is dynamic with everCampaign is dynamic with ever--changing lists and changing lists and
updated ranking results (195 000 00 individual updated ranking results (195 000 00 individual
experience ratings)experience ratings)
••Strong partnerships with tourist and nonStrong partnerships with tourist and non--tourist tourist
stakeholdersstakeholders
••A strong focus on events /festivals spread throughout A strong focus on events /festivals spread throughout
the year and throughout the countrythe year and throughout the country
••A wide range of marketing material, ranging from TV toA wide range of marketing material, ranging from TV to
social media to bookssocial media to books
•• 101 Must101 Must--do’s for Kiwis will live on as a do’s for Kiwis will live on as a reference tool; a source for planning holidays;reference tool; a source for planning holidays;and a strong motivation for domestic traveland a strong motivation for domestic travel
PHILIPPINES PHILIPPINES –– ““PILIPINAS TARA NA!”PILIPINAS TARA NA!”
••Builds on a previous successful campaign Builds on a previous successful campaign
••Focuses on key themes throughout the destination Focuses on key themes throughout the destination (adventure, eco(adventure, eco--tourism, historicaltourism, historical--cultural, and cultural, and naturenature--based experiences)based experiences)
••Brings together many local destinations with the ai m Brings together many local destinations with the ai m ••of boosting local economiesof boosting local economies
••Comprehensive targeted campaign (TV, music Comprehensive targeted campaign (TV, music ••Comprehensive targeted campaign (TV, music Comprehensive targeted campaign (TV, music video, various performers support, celebrity video, various performers support, celebrity endorsement, etc. ) endorsement, etc. )
••Strong focus on social media (Facebook, Twitter an d Strong focus on social media (Facebook, Twitter an d You Tube) and eYou Tube) and e--marketing platform (Infoboard) wi thmarketing platform (Infoboard) withinformation being delivered via mobile phones information being delivered via mobile phones
••Focus on themed touristFocus on themed tourist--related special events related special events and festivals. and festivals.
••Major emphasis on partnerships and collaborative Major emphasis on partnerships and collaborative campaignscampaigns
bRWANDA RWANDA -- ““KWTIA IZINAKWTIA IZINA””
••Together with key focus on three highTogether with key focus on three high--yield yield segments (explorers, ecosegments (explorers, eco--tourists and individualtourists and individual
business travellers), there is a strong business travellers), there is a strong domestic tourism drive (to avoid overdomestic tourism drive (to avoid over--reliance reliance on international visitors on international visitors -- threat of core threat of core attraction attraction -- mountain gorillas)mountain gorillas)
••Goals of domestic tourism: Goals of domestic tourism:
= National pride and social/economic benefits= National pride and social/economic benefits= = Economic development Economic development (non(non--five star facilities five star facilities
and better spread throughout the year)and better spread throughout the year)= = Expanding Rwanda tourism Expanding Rwanda tourism (local investments, (local investments, = = Expanding Rwanda tourism Expanding Rwanda tourism (local investments, (local investments,
developing new products and experiences )developing new products and experiences )
••Three key domestic marketsThree key domestic markets
•• Rwanda nationals Rwanda nationals (radio, Mountain Gorilla Rally/ (radio, Mountain Gorilla Rally/ Peace Marathon, Annual Gorilla Naming Peace Marathon, Annual Gorilla Naming Ceremony)Ceremony)
•• Rwanda ExpatsRwanda Expats : (embassies, discounted offers: (embassies, discounted offerssimilar to nationals) similar to nationals)
•• Rwanda Diaspora Rwanda Diaspora (participation in international (participation in international events, diaspora, conventions, embassies, etc.)events, diaspora, conventions, embassies, etc.)
CANADA: CANADA: ““Locals know” Locals know”
•• Initiated and driven by the Canadian Tourism Commis sion
• A strong national integrated campaign, involving pu blicand private sector stakeholders down to local level s
• Focus on encouraging Canadians to seek out new and exotic experiences – the source – Canadians themselve s ….because LOCALS KNOW best!
• Comprised of print, online, display and social medi a aspects
• Had three key target audiences (consumer, trade and media)
• Upload of photos on dedicated website ( www.localsknow.co ) -the “ultimate upload” that could win participants a vacation to one of the site’s locations
• Special packages and deals by private sector (e.g. Air Canada)
• Strong focus on social media (A Twitter feed featuring daily photos and promoting the contest; a Flickr gallery; Quiz about local spots with scores on a Facebook Wall; and a YouTube channel that plays to out-of-country visitors in ad ditionto Canadians
••
•Canadians embraced the idea and uploaded more than 5000 sites from every corner of the country
•During the period June 1 to July 31, 2009 the siteclocked nearly a half a million visitors looking at the more than 5,000 “secret” spots.
•The campaign converted an estimated 2.7 mil. Canadi antravellers ($705 million in tourism revenue) with travel intentions into solid travel plans
CANADA: CANADA: ““Locals knowLocals know”: Some of the impacts ”: Some of the impacts
travel intentions into solid travel plans
• Approximately 405, 000 Canadians chose to plan domestic vacations instead of going to destinationssuch as the US, Caribbean and Mexico
• Free contests were run by two TV stations (CanWest and CTV) to leverage off the campaign
• The “Locals Know” campaign was named as one of the top travel marketing campaigns in the world by Forbes.com (more than 130 articles written about i t).
Successful domestic Successful domestic
campaigns are campaigns are championed championed
from the top from the top (ideally by the (ideally by the
Minister responsible for Minister responsible for
tourism)tourism)
Strong partnerships and Strong partnerships and
collaborative initiatives are collaborative initiatives are
undertaken with all undertaken with all
appropriate stakeholders, appropriate stakeholders,
including the media including the media
KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL
DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -- PLANNINGPLANNING
tourism)tourism)
Domestic campaigns are Domestic campaigns are
underpinned by underpinned by wewellll--
planned and integrated planned and integrated
plans and strategies plans and strategies
The domestic The domestic
strategy is strategy is seamlessly seamlessly
integrated integrated with the with the
international strategy international strategy
There is a strong There is a strong
focus on focus on SMME SMME
and community and community
engagement engagement and and
beneficiationbeneficiation
Experiences are provided Experiences are provided
that focus on the that focus on the five five
senses senses
Tourists are Tourists are engaged engaged in in
excitingexciting, , entertaining entertaining and and
educational (3 e’s)educational (3 e’s)ways ways
Festivals and Events Festivals and Events
KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL
DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -- THE EXPERIENCE THE EXPERIENCE
Domestic Domestic campaigns campaigns
have both a strong have both a strong rrationalational and and emotionalemotional
appealappeal
A A wide spectrum of wide spectrum of
marketing tools marketing tools are are
utilized (particularly utilized (particularly
the social media) the social media)
KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL
DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -- MARKETINGMARKETING
There is appreciation that There is appreciation that
there are there are wide spectrum of wide spectrum of
market segments in the market segments in the
domestic market domestic market -- Some of Some of
which are domesticwhich are domestic--specific specific
Domestic tourism is regarded Domestic tourism is regarded
as a catalyst for converting as a catalyst for converting
locals into “personal”locals into “personal”
and destination marketersand destination marketers
Local champions and Local champions and
opinion leaders/ opinion leaders/
celebritiescelebrities are used as are used as
brand ambassadors for brand ambassadors for
the campaignthe campaign
segmentssegments
which are domesticwhich are domestic--specific specific
and some that are seamlessly and some that are seamlessly
integrated with international integrated with international
segmentssegments
VFR segments are VFR segments are
leveraged leveraged as key as key
catalysts for catalysts for
domestic tourismdomestic tourism
“A great wind is A great wind is
blowing that gives blowing that gives
either imagination either imagination
SOME FINAL FOOD FOR THOUGHSOME FINAL FOOD FOR THOUGH
ON DOMESTIC TOURISM ON DOMESTIC TOURISM
either imagination either imagination
or a headacheor a headache””
- Catherine the GreatCatherine the Great
“What got us to “What got us to yesterday and todayyesterday and today , , might not get us tomight not get us to
AND VERY FINALLY! AND VERY FINALLY!
tomorrow”!tomorrow”!