Product Development, Marketing & Promotion

Marketing and Promotion Plan

Objective

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. 

Duration

1-3 months

Indicative budget

€ 75,000 – 100,000

Outputs / deliverables

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

Methodology: 
  • Review and assess the current quality and standard of the country’s tourism product, both existing and potential, in terms of its diversity (natural, cultural, recreational). 
     
  • Analyse past and present tourist patterns to the country and conduct several visitor surveys at key locations and assess the current domestic, regional and international image of the country as a tourism destination.
     
  • Develop profiles of the short, medium and long term prospective source markets and segments within those markets that can be attracted to the country. Set arrivals and accommodation requirements targets by five year periods by type, category and segment from international and domestic source markets.  
     
  • Evaluate and assess the current marketing and promotional programmes in the country including promotional materials produced, their distribution channels, as well as electronic marketing techniques.
  • Review the existing institutional framework for marketing the country as a tourism destination, and identify and recommend organizational changes required to ensure the effective implementation of the marketing strategy involving strong public-private partnership.
     
  • Prepare a medium and long-term marketing strategy including recommendations for destination branding and identification of the financial and technical resources required to implement the strategy.  The overall marketing strategy will include a detailed short-term marketing and promotional programme for the first five years, outlining activities, targets and cost estimates on a yearly basis.