slovenian tourism development compared to opportunities of macedonian tourism development dimitrij...
TRANSCRIPT
Slovenian tourism development compared to opportunities of
Macedonian tourism development
Dimitrij Piciga M.Sc. Director of the Slovenian Tourist Board
Slovenia will become a globally recognized tourist destination, known for the diversity of local characteristics in its offer, which is distinguished from other destinations thanks to its perfect geo-traffic location and natural climatic, cultural, gastronomic and historical diversity between the Alps, Mediterranean and Pannonian lowlands.
Macedonia – lakes (Ohrid, Prespa, Dojran), unspoilt nature, cultural diversity & heritage, favourable geo-location
VISION: country as a tourist destination
Marketing goals
QUANTITATIVE GOALS:
Yearly growth in number of tourists: 6 % Yearly growth in number of overnights: 4 % Yearly growth in foreign income: 8 %
Marketing goals
QUALITATIVE STRATEGIC GOALS:
1. To increase recognition of a country as a tourist destination by focus (niche) segments
2. To increase accessibility of destination with the introduction of new flights
3. Creation of products and services which give motive for arrivals outside the main tourist seasons
4. Dispersion of enquiries and decrease in the dependence on existing key foreign markets
Marketing goals
QUALITATIVE/STRATEGIC LONG TERM GOALS:
5. To achieve a more effective horizontal and vertical connection among domestic tour operators, particularly at the local level, and their connection on a national level
6. To take advantage of country’s geo-traffic location for the creation and marketing of cross-border tourist products
7. To accelerate an increase in the extent (larger number of new accommodation capacities, restaurants, taverns, theme parks, etc.) and quality of the tourism offer
8. To accelerate an increase in professionalism and knowledge in planning, design, administration and marketing of the tourist offer
Marketing goals
QUALITATIVE/OPERATIVE SHORT TERM GOALS:
1. To use Slovenia’s Presidency of the EU in 2008 as an excellent opportunity to increase the recognition of Slovenia and increase the effectiveness of marketing communication tools in 2007
2. Augmentation of promotional activities connected with new flight and new sea routes
3. To instigate the organisation of Slovenian tourism for the more effective creation and marketing of the tourist offer at the local level
4. Preparation of thematic campaigns for advertising activities and communication with potential guests (B2C) in middle distant and particularly closer markets in 2007
Targeted method for positioning Slovenia
High differentiatio
n
Low attention
High attention
Low differentiatio
n
Average price
Premium price
Slovenia sells unique experiences
Slovenia sells tourist products
Slovenia sellsbasic goods – nature
Slovenia sells services
Target position
Position of Slovenia today
NEEDS of modern tourist
Competitive positioning
Price positioning
Key principles of operation in the field of marketing
1. Excellent knowledge of the market and the target visitor2. Marketing, which in all phases of communication focuses on
the guest3. Development of offers, based on quality4. Innovation and a business approach5. Creation of effective partnerships
BUSINESS STRATEGY: Strategy of market niches
1.STRATEGY OF DIVERSIFICATION (development of new products and new markets)
2.STRATEGY OF DIFFERENTIATION (differentiation of offers assisted by clear identity and local characteristics)
3.STRATEGY OF PARTNERSHIPS (establishment of effective public-private partnerships and achievement of horizontal connection of offers in ITP and destinations)
Strategic marketing concept
Key targets for the next marketing period
A tourist offer with a system of destination and life experience tourist products, based on local characteristics
Communication of local/regional characteristics of a country in tourist products, identity and contents of messages conveyed to target markets
Establishment of a system of brand Slovenia as a tourist destination
Creation and telling of stories
Key targets for the next marketing period
Development of products and a communication process, directed toward the positioning of a country as a destination, which plays on feelings and offers experiences
Goal targeted marketing and a combination of marketing tools for achieving maximum marketing effects for the resources invested
Establishment of a network of partners of Slovene tourism, particularly in middle distant and distant markets
System of tourist products
Priority for 7 complete tourist products (+2) – covering image of Slovenian tourism
Regional tourism products – on a regional level (14), local characteristics!
Drafted tourist products – concrete marketing Semi/partial tourist products
Krovni koncept "image" splošna podoba in promocija Slovenije
Aktivne počitnice in
oddihMesta in kultura
Turizem na podeželju,
ekoturizem in naravaHrana in pijača
Kolesarjenje
Odkrivanje etnološke dediščine in običajev slovenskih mest in
vasi
Doživetja nacionalnih, naravnih in krajinskih
parkov Slovenije
Kulinarični okusi in posebnosti Slovenije
Zdravje in dobro počutje
Dobro počutje (Wellness) v Sloveniji
Poslovni turizem
3. RAVENTURISTIČNI PROIZVODI AKTIVNOSTI IN DOŽIVETIJ SLOVENIJEPROMOCIJSKO-PRODAJNA RAVEN
4. RAVENSESTAVLJENI TURISTIČNI PROIZVODI IN CELOSTNI TURISTIČNI PROGRAMI SLOVENIJEPRODAJNO-PROMOCIJSKA RAVEN USMERJENA NA OŽJE DEFINIRANE CILJNE SKUPINE
1. RAVENKROVNA RAVEN "IMAGE" RAVEN
2. RAVEN(TURISTIČNE) REGIJE SLOVENIJEIMAGE RAVEN, KJE SLOVENIJA PONUJA TURISTIČNO PONUDBO
TEMELJNA PODPORNA RAVENDELNI TURISTIČNI PROIZVODI SLOVENIJEINFORMATIVNO-PROMOCIJSKO-PRODAJNA RAVEN
Hoteli v Sloveniji
Kampi v Sloveniji
Turistične kmetije v Sloveniji
Smučišča v Sloveniji
Zasebne sobe in apartmaji v
Sloveniji
....
Obalno Kraška Regija
Osrednjeslovenska
Notranjski Kras
Gorenjska
Dolenjska
spodnje Posavje
Zasavje
Savinjsko
Podravje
Koroška
Goriška
Pomurje
Zabava in igralništvo
Ponudba za zahtevnejše
Ponudba za mlade
Aktivne počitnice v Sloveniji
Vikend oddih v Sloveniji
"City breaks" in Slovenija
"Fly & discover" Slovenija
Družinske počitnice v Sloveniji
"Multicenter Holidays in Slovenija"
"NEXT EXI T" Na lepše!
Odkrivanje naravnih in krajinskih parkov
SlovenijeKongres v Sloveniji I ncentive v Sloveniji
"Gambling weekends" in
Slovenija
Doživljajske počitnice za mlade v
Sloveniji
Doživetja kraškega sveta in kraških posebnosti
Slovenije
Uživanje na slovenskem podeželju (turistične
kmetije)
Odkrivanje rastlinskega in živalskega sveta Slovenije
(fotolov)
Življenje voda in gozdov Slovenije (posebnost
Slovenije)
Ogled in odkrivanje kulturno-zgodovinske
dediščine mest, gradov, dvorcev in cerkva na
slovenskem
Tipične kulturno-etnološke prireditve na
slovenskem
Muzeji in galerije na slovenskem
Doživetje glasbene, likovne in gledališke
ustvarjalnosti na slovenskem
Pohodništvo
Različni zračni športi
Planinarjenje
Plavanje
Lov in ribolov
Vodni športi in rekreacijaa
J ahanje
Zimski športi in radosti
Vina in vinske kleti Slovenije (degustacija,
ogled, nakup)
Zdravstveni zdraviliški programi slovenskih
zdravilišč in zdravstvenih ustanov
Kongresi in konference v Sloveniji
Poslovna in družabna srečanja v Sloveniji
» I ncentive« programi v Sloveniji
Politična in protokolarna srečanja v
Sloveniji
Ponudba za poslovneže v Sloveniji
I gralniška zabava v Sloveniji
Zabava in družabnost slovenskih mest in
vasi
I gralniška zabava v Sloveniji
Ekskluzivna ponudba nastanitve v Sloveniji
Ekskluzivni dogodki v Sloveniji
Ekskluzivne znamenitosti v Sloveniji
Ekskluzivna kulinarika, restavracije in vinske
kleti v Sloveniji
Nastanitvena ponudba za mlade v Sloveniji
Šport in rekreacija za mlade v Sloveniji
Kampi, kolonije in šole v naravi za mlade v
Sloveniji
Kulturni in družabni dogodki za mlade v
Sloveniji
Odkrivanje Slovenije za mlade
CELOSTNI IMAGE TURISTIČNI PROIZVODI SLOVENIJE, KI NA "IMAGE" RAVNI POJASNJUJEJO KAJ IN KAKO SLOVENIJA PONUJA TURISTIČNO PONUDBO
Structure of the seven complete tourist products with individual products
Principle of marketing the tourist offers of Slovenia in two main directions
Regija/območje 1
Regija/območje 3
Regija/območje 2
Regija/območje n
Celostna ponudba specifičnih proizvodov z lokalnim karakterjem regije 1
Ponudba celostnega
proizvoda P1 za celotno
Slovenijo
Celostna ponudba specifičnih proizvodov z lokalnim karakterjem regije n
Celostna ponudba specifičnih proizvodov z lokalnim karakterjem regije 3
Celostna ponudba specifičnih proizvodov z lokalnim karakterjem regije 2
Ponudba celostnega
proizvoda Pn za celotno
Slovenijo
Ponudba celostnega
proizvoda P3 za celotno
Slovenijo
Ponudba celostnega
proizvoda P2 za celotno
Slovenijo
Slovenska Turistična Organizacija
Svet Regionalnih
(lokalnih) turističnih
organizacij
P1 P2 PnP3
