PPT template Latvija Marketing of tourism in Latvia - the concept, strategy, implementation. Project "European Destinations of Excellence (EDEN)". Armands Slokenbergs Director, Latvian Tourism Development Agency

PPT template Latvija Contents: The Latvian tourism marketing strategy The new Latvian tourism brand EDEN project

PPT template Latvija The Latvian Tourism Marketing Strategy

PPT template Latvija Trends: Globalization Demografic changes Availability of information “Experience economy” age Individualizadion and customization Sustainability Helth and healthy lifestyle

PPT template Latvija Vision 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 relevant target segments created by people with knowledge and professionalism.

PPT template Latvija Marketing objectives The brand Co-operation Quality of services Seasonality Product development Economic objectives 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

PPT template Latvija Tourism products (resources) : Culture varaity Nature Products with high added value (medical, health, MICE, sport etc)

PPT template Latvija The essential values of Latvian tourism products: Quality Sustainability High added value Individualization Involvement and experience

PPT template Latvija The Latvian Tourism Brand Platform

PPT template Latvija 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.

PPT template Latvija 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 -Is a product created by Latvian tourism

PPT template Latvija

PPT template Latvija

PPT template Latvija The tourism brand is compatible with current worldwide tourism trends

PPT template Latvija The growing trends in worldwide tourism are - Green Tourism, Nature Tourism, Eco Tourism, Knowledge Tourism, Experience Tourism, Culture Tourism, Culinary Tourism, Slow Tourism un Latvia is part of this trend.

PPT template Latvija The Target Audience

PPT template Latvija “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.” (Jill, Great Britain)

PPT template Latvija 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 Europe, the population over 55

PPT template Latvija Products

PPT template Latvija „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 and 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

PPT template Latvija European Destinations of ExcelleNce (EDEN) 2010

PPT template Latvija Mērķis: Veicināt ilgtspējīgu tūrisma attīstību Uzdevumi: Pievērst uzmanību potenciāliem Eiropas tūristu galamērķiem (vērtībām, daudzveidībai) Mazināt sezonalitātes negatīvo ietekmi Veicināt kontrolētu tūristu plūsmu Radīt platformu veiksmīgai pieredzes apmaiņai starp ES valstīm Veicināt ilgtspējīgu tūrisma attīstību un izpratni par to

PPT template Latvija Praktiski: 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 Eiropā Brošūras, kartiņas, video klips Instruments uzņēmējiem uzrunāt savas pašvaldības un iedrošināt, argumentēt tūrisma attīstības nepieciešamību

PPT template Latvija Kritēriji: Tūristu galamērķi tiek pārbaudīti izmantojot ilgtspējīgas attīstības kritērijus un indikatorus: - ekonomiskos - ekoloģiskos - sociālos

PPT template Latvija