1. Understanding Destination Marketing July 2011

2. Agenda Defining Destination Marketing Relevance, Value, Visibility Emerging Trends Role of Marketing Piggybacking Importance of Stakeholders Next Steps

3. Defining Destination Marketing A proactive, strategic, visitor-centered approach to the economic and cultural development of a location, which balances and integrates the interests of visitors, service providers, and the community

4. Defining Destination Marketing A proactive, strategic, visitor-centered approach to the economic and cultural development of a location, which balances and integrates the interests of visitors, service providers, and the community - increasing profit from advocating visitors by offering a sustainable destination experience

5. Relevance, Value, Visibility Tradition Transition Transformation

6. Emerging Trends Proliferating preferences Battle for attention Dodging asteroids Smart websites eSociety Relevance Government influence Going green

7. Role of Marketing Marketing and selling to the visitor Informing, educating, advising Delivering relevant services Developing the destination

8. Integrating with the Customer Journey

9. Piggybacking 2012 –London Olympics –100years of the Titanic –200years of Charles Dickens –Queen’s Diamond Jubilee The Alps Royal Wedding

10. Importance of Stakeholders Investors Visitors Alliance Partners Local Businesses Supporting services

11. Next Steps Market Audit Viability Analysis Audience Segmentation Strategy Creation Profile Raising: Customer Journey Information and Interpretation Maximising revenue, minimising cost Trend Analysis: internal, market Return on Investment Funding Sources for Future Development

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