Download International Marketing Strategy

International Marketing
Strategy
for Tanzania as a Tourist Destination
Dar es Salaam, November, 2012
Contents
1. Introduction
2. Critical Success Factors
3. 12 Goals for the coming 5
years
4. Marketing instruments
5. Product development
6. Organisation and partnership
7. Financing
1.0 Introduction
• TTB’s existing strategy
expires in 2012
• TTB and TCT have joined
forces
• The new strategy is for
the coming 5 years
• Focusing on international
tourism
2.0 Critical Success
factors
1) Marketing is not a
democratic process
2) Country marketing is a
marathon
3) Clear sense of ownership
needed
4) Infrastructure as potential
source of dissatisfaction
2.0 Critical Success
factors
5) The three ‘C’s’ are
essential*
6) Marketing is not a logo or a
slogan
7) Monitoring and evaluation is
important
3.0 Twelve Goals for the
coming five years
Having clear goals is important
for the success of the
International Marketing Strategy
The goals are:
I. Sense of urgency
From 90th to 75th position for
the 5th pillar - prioritization of
travel and tourism
,
II. Proposition
One country, two
complimentary products
• Mainland - nature, wildlife,
beaches, mountains and lakes
for high value tourism
• Zanzibar - pristine beaches,
turquoise seas and history, for
medium to high value tourism
III. Positioning
Develop a distinctive and
competitive positioning and use
it consistently and consequently
in all communications
Tanzania is one of the most
beautiful countries in the world,
inhabited by friendly and warmhearted people. It offers the
experienced traveller the
unforgettable beauty of nature,
wildlife and beaches - away from
the crowds, back to the essence.
The spirit of Africa, simple and
inspiring. Unforgettable Tanzania.
IV. Target markets
• Primary source countries (4):
UK, USA, Germany and Italy
• Secondary source countries (5):
France, Netherlands, Canada,
Australia, Spain
• Tertiary source countries (7):
South Africa and India
Research potential of China,
Russia, Turkey, Brazil and the Gulf
countries
V. Market share in 5 years
• Growth in market share from
the primary markets to
Tanzania, from 11% to 14%
• Growth in market share from
the primary markets to
Zanzibar, from 26% to 30%
VI. Market development and target
groups
• Focus on existing markets with
existing products (market
penetration, low risk)
• Limited investment in new
products in existing markets
(product development)
• Limited investment in existing
products in new markets (market
development)
VI. Market development and target
groups
Adventure seekers - go off the beaten
track
Nature lovers - love wildlife and will
travel far to see and enjoy it
4S - are sun, sea and sand seekers
Exotic bonders - couples, small groups,
friends, experiencing something
together
Conscientious travellers - looking for
responsible ways to interact with local
communities/culture
VII. Product development
• Strengthen the tourism
infrastructure:
airports, airstrips and the
quality and level of service
• Develop the Southern Circuit,
the mainland coast and the
Western area
VIII. Visitor management
• Protect must see/must do sites
• Spread tourism geographically
IX. Strong Tourism Partnership
• Between public organisations
involved in the marketing of
Tanzania
• Between public and private sector
X. Promotion and PR
Stimulate word of mouth promotion
by delivering high quality
experiences and
shift to new media marketing
XI. Tourism expenditure
Increase average spending with
10% and maintain the average
length of stay
XII. Monitoring
Annually evaluate the results
of the implementation
Marketing instruments
• Tanzania’s budget to market the
country is limited, therefore it is
important to focus on:
• a limited number of effective
marketing instruments, in the
following order of importance
4.0 Marketing instruments
i. E-marketing and e-tourism
Concentrate on digital presence
•
•
•
•
•
•
•
Website
Facebook
Flickr
YouTube
Social Media Officer
Involve locals
Invite bloggers
Marketing instruments
ii. Free publicity
iii. Printed matter
• In English, German, Italian
• Include on TTB and TCT websites as
downloadable brochures
iv. Travel trade
Educational for the travel trade and
a travel trade manual
Marketing instruments
v. International travel trade shows
• Focus on primary and secondary
countries*
• Other shows only when costs are
covered
vi. International Road Shows
• In UK, USA/Canada, Germany, Italy,
France, Netherlands
vii. International representation
• Initially in UK, USA, Germany, Italy
• Later: France and The Netherlands
5.0 Product development
i.
Tourism product development
• Southern Circuit: wildlife
• Western area: wild life, fresh water
activities
• Incentive travel to Zanzibar
ii. Tourism infrastructure
• Airline connections and airport
facilities
• Quality and level of service
Product development
iii. Visitor management
• Identify main causes for negative
environmental effects
• Develop and take measures to
prevent
iv. Focus
• Once the current product has been
developed to the desired level,
investments can be made in
additional product development
6.0 Organisation and partnership
i. National Committee for Tourism
Marketing
Directors of TTB, TANAPA, NCAA,
Selous, MPRU*, ZCT*, MNRT and
MCITS*
ii. Public Private Partnership
Expand existing PPP with ZCT and
MCITS
and present Marketing Strategy
iii. Planning Commission
Present Marketing Strategy
7.0 Finances
• Success requires increasing
TTB’s marketing budget
substantially, in line with
the importance of tourism
and the competitors
• The Public and Private
Sector need to contribute
to the marketing budget
8.0 Epilogue
• Joint effort is needed for
implementation of the Strategy
• Ownership is essential
• Improve our organizational
structure and partnership where
needed
• Work together to increase the
marketing budget substantially