How the coronavirus is changing strategies to promote international tourism
The borders of the states are closed for an indefinite period, and the restoration of tourist flow in the near future is not a question, but foreign tourism offices are promoting destinations. What will be the advertising of foreign countries?
The quarantine and travel ban in many countries of the world forced a radical change in the strategy of promoting tourism in different countries of the world.
Representative offices for tourism are not available popular promotional events: business meetings, advertising and press tours.
Forecasts for the restoration of tourism in the world are still uncertain, that is, tourism offices need to change the promotion strategy – work for the future and support the image.
Employees of tourist offices switched to remote communication with Russian and foreign colleagues online, as well as all efforts to promote foreign countries. Tourism offices rely on emotions, attractive videos and support of the destination’s image.
Work of the tourism office Greece It is aimed at tourists and the tourist business, especially tour operators and travel agents. The GNTO maintains communication through the electronic platforms it previously used, as well as those created for this occasion, the social networks visitgreece on Facebook and Instagram.
“Our mediation role is very important in this difficult time and makes a significant contribution to the formation of the overall picture of the Russian tourism market,” says Polikarpos Efstatiu, Director of the Greek National Tourism Organization in Russia and the CIS.
Due to the impossibility of conducting usual activities offline, digital activity has increased by an order of magnitude.
The Dominican Republic considers the current situation a respite and uses it for maximum readiness for the return of guests.
The tourism office noted the activation of social networks, increased the involvement of subscribers, they are more thoughtful to the videos and information about the country, as this is the only substitute for travel.
“The enforced ban fuels interest, and so we continue to encourage followers on our social networks, using the pause to tell as much as possible about the country.” We launched the #yomequedoencasa ("staying at home") campaign as a virtual travel opportunity in the Dominican Republic, said Galina Lysenko, head of the Dominican Ministry of Tourism in Russia, Ukraine and Belarus.
On Instagram. Dominican You can find rollers teaching to dance merengue and bachata, cook Dominican dishes and make a national Lima doll.
Dominican films are offered for viewing, potential tourists get acquainted with national music and literature.
The Dominican Ministry of Tourism continues to plan joint activities with tour operators to resume a comfortable flight program at the right time. Road show in Russian cities is planned for the summer.
The Ministry of Tourism of Israel on quarantine reformatted work, and plan activities for the second half of 2020, reviewing the flagship tourism products.
" One of the main directions will be health tourism, and Israel A country with advanced medicine and natural phenomena that literally cure. For example, we have the Dead Sea, where treatment is shown to almost all patients with complications after lung diseases, says K. Vorontsova, marketing director of the representative office of the Ministry of Tourism of Israel.
Compensation is now being paid to airlines and consolidators of flights to Eilat.
“We are constantly in touch with tourism professionals and make payments for them under previously concluded contracts, as well as preparing an online academy for them so that they can have a useful time,” says Ksenia Vorontsova.
Agency for Tourism Development in France (Atout France) and other tourism offices have increased online activity: mailings (a series collectively titled “Journey through France on the Couch”), posting on social networks, working on the content of the Russian version of France.fr.
Weekly, the French Tourism Office offers a selection of articles about the culture and regions of France, playlists of French music, recipes, online exhibitions. Webinars for professionals are planned.
Inessa Korotkova, Director of the Representative Office: The main difficulty of online projects in the context of a pandemic is the inability to assess the consumer reaction of people, so, rather, it is a groundwork for the future. We try to show that France as a brand is always present in the market, and despite everything, creates a great mood and a reason to distract from pressing problems.”
“As we have said, the key to success at the moment is adaptability and creativity. And in this campaign, we tried to combine these two qualities and all the “strengths” of Malta, such as historical heritage, culture, picturesque landscapes, with emotionally inspiring and at the same time supportive slogans, said Carlo Mikallef, Head of Segment Marketing Group of the Malta Tourism Authority (MTA).
The campaign is aimed at tourists, but representatives of the travel business can use materials in working with customers and partners.
Source: atorus