Soft Mobility and Tourism Marketing Strategy

SERBIA

Sustainable Transport and Tourism along the Danube www.transdanube.eu

Partner Meeting

Tulcea (RO) 13 - 16/05/2014

Sigth living

value for money

Sigth seeing

Reception factors

Price

Attractions and communications

Major guidelines

Mass tourism 1 on 1

Sustainability as inevitable ingredient for ALL forms of tourism

Soft mobility integrated transport options

Covered region

Novi Sad Belgrade

Nature Preserve Carska Bara Vrac wineyards Special Nature Reserve Deliblato Sands Kalemegdan Fortress Smederevo Fortress

National Park Gornje Podunavlje Nature Reserve Koviljski Rit Karaorevo Sirmium National Park Fruka Gora Petrovaradin Fortress

Aims Markets Products Vision Brand IMC

Strategy content / key steps

Aims and objectives

To promote soft mobility as a unique selling proposition and key fascination for tourism attractions in Serbia along the Danube

Tourists Local community

Increased value for tourists

and from tourism

To improve accessibility of selected tourist attractions To redefine tourism products by implementing soft mobility principles

Market valorization of new tourism products and experiences Long-term environmental and social sustainability of tourist destination

Destination management principles applied Capacity building of tourism stakeholders

Understanding the market

Tourism infrastructure / status

Different development level and phase of lifecycle along the Danube flow and in selected destination Majority of accommodation capacities is located in administrative centers Other destinations are limited in quantity and quality of accommodation Current structure matches the requirements of targeted market segments (special interests and touring programs) but in long term period accommodation infrastructure need to be improved.

Tourism infrastructure / status

Existing accommodation structure should be diversified and improved, especially at the 3* level Camping accommodation and experience can be very lucrative niche market Local tourism authorities to work closely with private rooms and apartment owners

Tourism infrastructure / next

Pillars of development

Primary, secondary, tertiary

Soft Mobility Geo Markets for Serbia

Domestic residents, independent travelers, groups

Tour- operators

Soft Mobility Distribution Channels for Serbia

Travel Agencies

On line and social media

River cruising (20%)

Unique experience

(20%)

Exploring culture (15%)

Landscape and nature

(20% )

Joy and holiday (25%)

Key pillars of Soft Mobility tourism product development in Serbia

Local tourism organizations

Empty Nesters

Soft Mobility Target Markets for Serbia

Families with grown up kids Backpackers

Primary Secondary Tertiary

Key geo markets that are

and will be significant

Considerable efforts need

to be invested to attract

larger number of visits

Markets that are to be

followed regularly,

without particular

marketing efforts

Serbia (domestic) Countries of Ex-Yugoslavia Scandinavia

Germany France USA

Italy Romania and Bulgaria Turkey

Netherlands UK Russia

Austria Hungary Poland

Geo markets to target

Market segments

Families with

grown up kids

Empty Nesters

Backpackers

Market segments / Backpackers

Profile:

Young and dynamic segment of various interests

(Relatively) long duration of stay within a destination, but often changing

destinations within a region

Looking for affordable transport and easy access to and within destination

Looking for affordable accommodation

Looking for different and unique experiences

Significant spending on additional services

Preferred tourism products

Touring

City Breaks

Special interests

Events

Active & adventure

Product development

Holiday

Touring Key products

Midterm development

Added value

Marketing

Marketing + infrastructure

Marketing + quality

Special

Interests

Gastrono

my

Rural

tourism

Nautical

travel

Sport

tourism

Events/

Culture

Key tourists fascination:

Danube

Diverse multi-cultural experience and heritage

Preserved nature and pristine areas

Mix of urban and rural lifestyle

Unique Serbian history and culture

Emotions and dynamics

Supporting tourists fascination:

Roman heritage sites

Wine and winemaking tradition

Autochthone flora and fauna

Danube river canals

Key experience for communication

Vision

Soft mobility is an important tool of reaching economically and

environmentally sustainable tourism development of Danube region in Serbia.

Soft mobility influence increased tourist satisfaction, by combing nautical

experience, diverse touring options and special interests

providing entire Danube region of Serbia strong identity apparatus in

process of international market valorization

Danube perceived as strategic tourism resource of Serbia and tourism in Serbia

Existence of various tangible and intangible resources

positive attitude of local communities towards soft mobility

Product portfolio offers complex experiences for tourists

Possibility of upgrading existing products, tours and experiences with soft mobility

Numerous accommodation

Strengths

Weakness

No brand No regional tourism management

entities Often lack of political

understanding Human resource is not

adequately trained

Different level destinations development

No willingness off underdeveloped Danube destinations to learn and listen to developed destinations

No clear understanding of all benefits that soft mobility brings

SWOT

Danube international and regional brand

Markets trends are in favor of Danube region in Serbia

Current guests experiences are positive

Significant potential market

Opportunities

Treats

Highly competitive international market

Competition is investing more in infrastructure development and marketing

Sales oriented activities of competing destinations

International support in development and joint marketing

Knowledge and experience shared among Transdanube countries

To use international Danube brand elements: promises, slogans, logo

SWOT

1 2

3 4

1. Who are our targeted tourists?

Description of target markets

2. What is our referent framework?

Defining the key tourist using our

brand to accomplish goals

3. What are our differentiating elements?

Why is our brand superior to

alternatives in the same framework

4. Do guests / tourists have reasons to believe us?

Elements that support referent framework and differentiating

elements

Brand position elements

1. Key segment

Individual tourists and groups eager to use soft mobility options in experiencing various destinations and attractions along Danube in Serbia. These tourists are looking for different, soft mobility experience of Danube cruise, pristine nature and various tours and itineraries, enriched by flavors of local tradition, heritage and various side activities.

2. Referent framework Danube region in Serbia is a perfect destination for tourists interested in learning and experiencing new fascinations, that are interpreting combination of urban and rural authentic values along the river flow

4. Reasons to believe based on the Serbia Danube region culture, lifestyle and nature touch.

3. Differentiating elements Being a new destination on highly saturated international market, Serbia offers great memories, emotions and added values

Framework for brand positioning

Tangible

Intangible

Benefits: what

brand offers Attributes: what is

brand

Inspired by river

Full of positive energy

Respect of nature

To feel safe

Understanding new culture and customs

Truly astonishing

Authenticity

Hospitality

Destination neatness

Vibrancy

Freedom

To see uniqueness in real time

To think and live healthy lifestyle

Back to the roots

Culture and tradition experience

Cuisine and beverage experience

All season soft mobility options

Belgrade

National Park Gornje Podunavlje

Nature Reserve Koviljski Rit

Karaorevo Hunting Ground

Sirmium, the ancient Roman site

National Park Fruka Gora

Petrovaradin Fortress

Nature Preserve Carska Bara

Vrac vineyards

Nature Reserve Deliblato Sands

Kalemegdan Fortress

Smederevo Fortress

CORE

Elements of differentiations

Responsible tourists and

locals behavior

Eco and

sustainable tourism

experiences

Traditional and rural

flavo