Product Development, Marketing & Promotion

Product Development and Diversification

Technical product category: 

Increase the competitiveness of the country’s tourism industry by evaluating the scope and diversity of existing and potential tourism resources; providing guidelines for their conversion into quality tourism products based on research of current and future market trends; and, addressing the national and regional challenges of product similarity and lack of product diversity with the ultimate aim of increasing tourist arrivals (including repeat visitors), increasing their length of stay and thereby, spreading the economic benefits of tourism to all parts of the country.

Potential products identified to facilitate diversification. 

Marketing and Promotion Plan

Technical product category: 

Formulate a detailed marketing and promotional plan for the sector taking into account the quality and quantity of tourism products, the diversity of domestic, regional and international source markets, image and positioning, branding, quality and distribution of promotional materials (including e-marketing) and institutional mechanisms for marketing and promotion including public-private partnership. 

Strategic positioning of the country as a tourism destination and identification of tourist patterns and priority source markets and segments.