British Business Group Ray Power Macedonia

What Makes a Tourist Destination Successful? A Popular Destination A Strong Brand

DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE

The Ingredients for a Golf Tourism Industry… …NATURE

Profile of the Average Golf Tourist in Europe Source: MacInvest/National Bank of Macedonia  Male  British, Swedish or German  Middle-Upper Class (High-Income Demographic)  Between the ages of 46 – 60  Company Owner or Senior Executive who makes more than two golf vacations per year  Stays in accommodation 3* or above  Vacations in pre or post summer months when temperatures are cooler  Spends 20% - 40% more money per day than other tourists

Current European Market Size 2 Billion Euro Per Year Industry Growth 2.5 times that of traditional leisure industry

Cypriot Government Extract from the Proceedings of the Meeting of the Council of Ministers, Dated 16/02/2005  The purpose:  “…to upgrade the image of Cyprus as a qualitative tourist destination and contribute towards the enrichment and diversification of the tourist product…”  The developments:  “…will be of high aesthetics and technical level…to attract quality and high end tourism in Cyprus and safeguard the financial profit for the economy…”

Applying the Basics to Brand Building DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE Outperform Existing Choices Culturally Rich Macedonia Technical Excellence Promote through club networks

Thank You Target the Wealthiest Tourist Category & Increase Foreign Investment all in One Strategy A “Good Destination” in the making?