2. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia mike@rigalatvia.net www.latviaphoto.com/brandimage/ www.latviaphoto.com/rigasurvey/ www.latviaphoto.com/strategy/

3. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Latvia tourism development

4. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Improving the Image of Latvia Achieving more tourism & business visitors Strategic Vision Discussion Suggestions on …….

5. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia What visitors are saying ? But!

6. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia More tourists ! Make it easy for them to plan – lots of information – in a language they understand Make our visitors feel welcome when they come! Listen to what they want to have? Provide them with what they want Do it on a consistent basis - each visit the same or better Thank them when they leave Delight them so they will tell their friends and they come back as well How do we do all that ?

7. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Realize that this is a long term effort It will take four (4) years to be successful

8. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Establish Steering Committee Form a steering committee to actively identify and recruit low cost or free volunteers to assist with the Latvian image and tourism development programs. Provide top down support for this committee

9. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Recommendation – Image Taskforce Create taskforce with representatives from cross section of Latvian tourism industry, business and industry to fast track some brainstorm sessions to create a Vision and Mission for Latvias image Brainstorm and develop target areas Develop an action plan within 60 days When the going gets tough, the tough get going !

10. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Develop participation Develop more interactive sessions that tourism professionals attend - workshops to discuss, debate and provide input – feel involved Encourage tourism professionals to participate Show support and encouragement from the top

11. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Recommendation – Marketing Plan Connect with Latvian Institute – get them active Develop a committee to prepare an aggressive low cost marketing plan based on Gorilla Marketing techniques Look for ways to involve LTV and other local TV stations to feed positive image news stories to CNN & and BBC Realize there are low cost & free sources of ads

12. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Recommendation – Websites in English Recognize that the unofficial language of international business and tourism is English Develop workshops and help sessions to assist local businesses to prepare more of their websites in English language

13. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Develop classes Business owners on how to run a small business – how to market – how to select a location – how to get your name in front of clients Employees what is customer delight – more than just providing a service or product – anticipating the clients desires and being ready for them To share with local ……

14. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Recommendation - Video Develop program to have the video Welcome to Latvia shown: + Latvian Tourism Websites - streaming + Movie theaters in Latvia - regular basis + Schools in Latvia partly done

15. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia We all know …. Latvians are independent people and Latvians are independent ! So what ?

16. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia How to get others moving in the same direction? Provide & demonstrate leadership Cause others to take effective action Create a common vision Share the vision to all concerned parties Assist them in doing their own thing

17. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Whats a shared vision? Look like ….. Feel like …. Sound like …. Taste like …. Smell like …. Who will be the people around us What languages will they be speaking What will they be saying about us What it will ……When we achieve it

18. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Provide leadership Set an example – assist others to become involved Show what is problem with old ways – get people to see it in their own eyes Take away fear of failure Guide people to experiment Reward successes Allow & support people to take action

19. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Change behavior Enable & teach people to participate more Active encourage cooperation Discourage cant be done mentality Encourage risk taking Look for ways to establish team efforts Build trust – break down barriers

20. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Yes we can ! Latvia Riga Latvija Rīga M ē s t o v a r a m !

21. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Why visit Latvia ? Pristine - un touched nature Land of surprises – old & new Land of contrasts Land of wonder & marvel Land of perplex pondering Land of contemplation What could it have been? What will it become?

22. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Find ways to celebrate success Reward peoples small efforts and contributions by celebrating success stories Slowly work to allow people to take risks and to be creative in their thinking Make individual success stories a big deal

23. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Whats the big deal ? In many countries, the majority of their revenue or sales tax (VAT) comes from what VISITORS spend during their visits. The longer VISITORS stay, the more tax they pay - we need to make sure they stay longer Your monthly salary comes from the money VISITORS spend in hotels, shops, cafes & restaurants

24. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia What is Latvias Product ? Compared to other European areas Art Nouveau Old buildings History Pure nature Lovely parks Whatever it is, it better be good …. on a consistent basis! Our competition has all this too!

25. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia What is the big picture goal ? Make more sales to existing visitors Make more sales to new visitors Save money on expenses Become more productive (do more with less) Make more profit Help our employees be more successful Provide better paying jobs for our employees Keep our jobs and be very successful

26. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia More tourists ! Make it easy for them to plan – lots of information – in a language they understand Make our visitors feel welcome when they come! Listen to what they want to have? Provide them with what they want Do it on a consistent basis - each visit the same or better Thank them when they leave Delight them so they will tell their friends and they come back as well How do we do all that ?

27. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Realize that this is a long term effort It will take four (4) years to be successful

28. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Patricia Tourist Office Seriously and sincerely offers to cooperate to this end ………

29. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Patricia Tourist Office Mission Provide income opportunities for employees; to project a positive image of Latvia; to provide services in an honest and ethical manner and; to make a reasonable and fair profit from the effort Focus efforts on the Internet presentation and delivery of specific desired pre-travel information, accommodation requirements, and the what to see & do information for inbound and inter country visitors to all major cities and regions in the Ring of Baltic Sea Countries including Poland, Denmark, Germany, Sweden, Norway, Finland, Estonia, Lithuania, and Latvia Deliver specialized tours, apartment hotel style rooms and tourist information personally to visitors in the cities of Riga, and Vilnius and Tallinn in the future

30. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Patricia Website Strategy It is our intent to provide hard to find information in a quick and efficient manner. It is NOT our intent to develop fancy, state of the art websites with lots of "flash" and graphics. Many of our customers are not computer and/or web surfing experts and they either are in a hurry or at an Internet Cafe - desiring a quick answer to their travel plans. We try to design our websites as simple stand alone web pages with information for the most part on a few or just one topic at a time. These webpages are easy and quick to update and upload to our servers to assure that the latest information is available to our users. We tend not to write our own detailed information if it is already available on an easy to use existing website. We will simply provide a link to the available information. We would rather spend out time preparing new webpages on some other type of information. It is our intent, and we believe that our webpages are prepared in such a professional manner ! They are not intended to be elegant ! If you have a concern about any topic, content, wording, graphic or intent of of of our webpages, we would appreciate hearing from you not only with your specific concern; but also, with a suggested improvement. We believe that effective and clear communication of expectations is the best way to achieve results. Please help us be a "part of the solution - not part of the problem" !

31. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia What we will do specifically? Be a good and active partner Assist in leadership development Help create new and better ways Work to involve others in taking effective action Create English language website content materials and …. more

32. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia What do we ask? Links to our photo album websites www.latviaphotos.com & www.rigaphotos.com Links to our travel information websites www.latvianholidays.info & www.rigalatvia.info Links to our accommodation websites www.rigahotels.info & www.baltichotel.info

33. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Tourist / Tourism assisting others to share cultures and experiences one that makes a tour for pleasure or culture the practice of traveling for recreation the guidance or management of tourists the promotion or encouragement of touring definitions

34. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Image a tangible or visible representation a mental conception held in common by members of a group symbolic of a basic attitude and orientation a popular conception (as of a person, institution, or nation) projected especially through the mass media the practice of traveling for recreation the guidance or management of tourists the promotion or encouragement of touring assisting others to share cultures and experiences definitions

35. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Thanks for asking ! You must go and visit Latvia ! Mike Johnson – mike@rigalatvia.net

36. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia Paldies ! Thank you

37. Revision B - 25 September 2003 Copyright © 2002 – 2003 Michael Arthur Johnson, Riga Latvia mike@rigalatvia.net www.latviaphoto.com/brandimage/ www.latviaphoto.com/rigasurvey/ www.latviaphoto.com/strategy/