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 Vršac wineyards Special Nature Reserve Deliblato Sands Kalemegdan Fortress Smederevo Fortress

National Park Gornje Podunavlje Nature Reserve Koviljski Rit Karađorđevo Sirmium National Park Fruška 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

Karađorđevo Hunting Ground

Sirmium, the ancient Roman site

National Park Fruška Gora

Petrovaradin Fortress

Nature Preserve Carska Bara

Vršac 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

flavors

• Urban lifestyle

•Multi-cultural journey

• Joint European

heritage and culture

•Unique values of Serbian tradition

• Untouched nature and beautiful

landscapes

• Fusion of emotions

and choices

•Hospitality of locals

“Danube flows me down the

river of nostalgia and

emotions, where i can feel and give back to the

nature, enjoy the old spirit

of Europe, spiced by Serbian

hospitality and customs, with a pinch

of astonishing

past”

• Lively • Pleasant • New • Trendsetter • Revealing • Dynamic

•Journey • Unique

•Understand •Satisfaction

• Soft mobility touring

experience of new and

simply inspiring

destination

Brand values and attributes Brand values and attributes

Before travel During travel After travel

Friends acknowledgement

For being daring and brave

Innovation capacity

Self-respect

Of positive surprise

Of being one with authenticity , nature and culture

Of new experiences

Feel the trill… Increase….

Of ideal river cruise and visited locations

Of new soft mobility itineraries and tours

Of experiencing fusion of urban and rural lifestyle

Enjoying the idea….

High market satisfaction and recognition, based on the new experiences during ideal travel, range of diverse activities using soft mobility options

in harmonized balance between nature resources and traditional heritage

Brand promise

Emotional values

Brand promise

Inform target groups and

stakeholders on offer and packages

Motivate

target groups to take action

Action

is performed by target groups

IMC / communication channel

IMC / communication channel

• Exhibitions • Trade fairs • Open doors

• Stand alone events

• Television and radio, Internet • CDs and USBs • Booklets

• Newspapers

Develop communications

“toolbox” and framework for

outreach

Perform offline promotion techniques

Build strong online presence

IMC / communication channel

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