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Marketing of tourism in
Latvia - the concept,
strategy,
Latvija
implementation.
Project
"European Destinations
of Excellence (EDEN)".
Armands Slokenbergs
Director, Latvian Tourism Development Agency
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Contents:
• The Latvian tourism marketing strategy
• The new Latvian tourism brand
Latvija
• EDEN project
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The Latvian Tourism
Marketing Strategy
2010-2015
Latvija
Trends:
Globalization
Demografic changes
Availability of information
“Experience economy” age
Individualizadion and customization
Sustainability
Helth and healthy lifestyle
Latvija
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Vision
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Latvia – recognized in its target markets as an attractive tourism
destination for individual tourists, it provides true, sincere
hospitality and high quality, innovative, authentic and
sustainable tourism products with high added value in the
Latvija
relevant
target segments created by people with knowledge and
professionalism.
Marketing objectives
The brand
Co-operation
Quality of services
Seasonality
Product development
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Economic objectives
Latvija
A prolonged stay by foreign tourists to more than
3 nights
Tourism service exports increase of 5 – 10%
against the previous year
Local tourism increase against the total (%)
against total tourism service export
Tourism related income to 5% of GDP
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template
Tourism
products
(resources):
Culture varaity
Nature
Products with high added value (medical,
Latvija
health, MICE, sport etc)
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The essential values of Latvian tourism
products:
Quality
Sustainability
High added value
LatvijaIndividualization
Involvement and experience
The Latvian
template
Tourism PPT
Brand
Platform
Latvija
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Our promise to a visitor to Latvia is:
That Latvia is a place, where having arrived, you
have the opportunity to change the tempo of your life,
to enjoy leisure experiences, thereby tasting new
experiences, allowing you to aspire to harmony and
reveal your true inner values.
Latvija
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Unhurried leisure in Latvia:
- Is an invitation to stay longer and return
- Is a diverse use of your time that encourages you to
stay
- Is a way of experiencing the best things in Latvia
Latvija
- Is a product created by Latvian tourism
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Latvija
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Latvija
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The
tourism brand is
compatible with
Latvija
current worldwide
tourism trends
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The growing trends in worldwide tourism are Green Tourism, Nature Tourism, Eco Tourism,
Knowledge Tourism, Experience Tourism, Culture
Tourism, Culinary Tourism, Slow Tourism
Latvija un Latvia is part of this trend.
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The
LatvijaTarget
Audience
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“I don't like to do much on my holidays, and the
idea of slowing down and taking the time to enjoy
the scenery instead of rushing from one thing to
another works for me.”
Latvija
(Jill, Great Britain)
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With the new tourism brand we will address:
People who quickly catch on and try out new trends – a
growing niche segment with potential
The
biggest and most important tourism segment in
Latvija
Europe, the population over 55
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Latvija
Products
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„Best enjoyed slowly” allows various tourism
products to find their target group:
Tourists who enjoy wild nature, the sea and coast
Active leisure, observing sustainability principles
Tourists who demand high quality entertainment
Latvijaand culture experiences
Clean and well kept rather than
untouched nature
It is critical to achieve harmonic transition
form today’s product portfolio to
future one
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Latvija
European
Destinations of
template ExcelleNce
(EDEN) 2010
Mērķis:
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Veicināt ilgtspējīgu tūrisma attīstību
Uzdevumi:
Pievērst uzmanību potenciāliem Eiropas tūristu
galamērķiem (vērtībām, daudzveidībai)
Mazināt sezonalitātes negatīvo ietekmi
Veicināt kontrolētu tūristu plūsmu
Latvija
Radīt platformu veiksmīgai pieredzes apmaiņai starp ES
valstīm
Veicināt ilgtspējīgu tūrisma attīstību un izpratni par to
Praktiski:
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Iespēja tūristu galamērķiem pārbaudīt kā notiek attīstība
Kļūt atpazīstamākiem Latvijā, bet īpaši Eiropā un kā
atpazīstamības zīmi lietot EDEN logo
Iesaistīties EDEN profesionālās informācijas apritē ar
vairāk nekā 50 citiem EDEN tūrisma galamērķiem
Latvija Eiropā
Brošūras, kartiņas, video klips
Instruments uzņēmējiem uzrunāt savas pašvaldības un
iedrošināt, argumentēt tūrisma attīstības
nepieciešamību
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Kritēriji:
Tūristu galamērķi tiek pārbaudīti izmantojot
ilgtspējīgas attīstības kritērijus un indikatorus:
Latvija-- ekonomiskos
ekoloģiskos
- sociālos
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Latvija