Marketing of Destination Estonia. Target markets and co-operation opportunities

Transcription

1 Marketing of Destination Estonia. Target markets and co-operation opportunities Estonian Tourist Board (ETB) Enterprise Estonia June million foreign tourists stayed overnight in Estonia in 2007 (-2% compared to 2006) Among them, 1.38 million stayed at accommodation establishments, and about 0.5 million stayed with friends or relatives or at their own apartments. 1

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3 Purpose of visit to Estonia Holidays accounted for 59% of foreign overnights, conference trips for 3%, other business trips for16% and other trips (incl. health treatment holidays) 22% of foreign overnights. Outlook for 2008 In 2008, the increase in domestic tourism is expected to continue. Inbound tourism is expected to increase by 1-2% (compared to 2007). Joining the Schengen Area on 21 December 2007 is expected to facilitate travel from various non- EU countries, such as Russia. Also, car touring holidays (combining Estonia with the Baltic or Nordic countries) are expected to increase due to abolishing the border control between these countries. 3

4 Overall targets Number of nights spent by foreign tourists (millions) 2,9 3,1 3,4 3,6 Number of nights spent by domestic tourists (millions) 1,8 1,9 2 2 Seasonality % 38,00 37,30 36,90 36,50 Exports of tourism services (EEK) 16,6 17, ,7 Main growth markets for destination Estonia 2007 Tourists at accommodation establishments in 2007 Additional tourists (2006/2007) Latvia % Norway % Lithuania % Poland % USA % Spain % Growth rate 4

5 Priority markets for destination Estonia Target markets, that are most likely to give feedback to marketing investments are top listed by their size, number of outbound trips to destinations like Estonia, number of trips to Estonia and general attractiveness of Estonian tourism products. Target markets are prioritized in 5 categories: First priority: Finland, Russia, Germany, Sweden. Second priority: Norway, UK, Latvia. Domestic tourism Third priority: Poland, Italy, France, Lithuania, Spain. Developing priority: Japan, USA. Potential of target market index: max

6 Information sources used in order to plan a trip to Estonia 45% 40% 41% Sources of information of foreign overnight visitors (% of tourists who used this source when planning their trip to Estonia, summer 2007) 35% 30% 30% 25% 20% 15% 19% 17% 15% 10% 5% 6% 4% 3% 2% 3% 0% The Internet previous trips to Estonia friends in Estonia tour operator/ friends from travel agent/ outside Estonia transport company guidebooks media brochures travel trade fair other sources Main focus in ETB activities is on end consumer/potential tourist Providing info to the end consumer: Campaigns Brochures and information materials Press relations Sales and information support to tourism industry: Regular newsletters Info seminars for TO and TA on target markets FAM-trips to Estonia 75% 25% 6

7 Dividing of ETB activities and budget by the target markets Domestic tourism China USA Japan Spain Lithuania France Italy Poland Latvia Providing info to the end cosumer Sales and information support to tourism industry UK Norway Sweden Germany Russia Finland 0% 20% 40% 60% 80% 100% Totals of ETB activities Marketing events organized in conjunction with target markets Number of press representatives serviced and informed Number of TO/TA representatives serviced and informed Planned total

8 Cooperation with ETB ETB is looking for marketing co-operation with carriers with a four time weekly connection to Estonia. Or a charter/package operator to Estonia. Or a new connection matching the above mentioned criteria. Negotiations for a partnership are based on the partners share of bringing in tourists from a target market in the past and outlook/prognosis for the future. Specific cooperation offers/ideas/agreements are worked out on the basis of ETB annual marketing plans and budgets for the target market. Press- and TO FAM trips Information support Brochures and websites Cooperation with ETB: B2B and B2C ETB ETB is organising FAM trips for TO and journalist trips to Estonia. ETB is helping to cover the costs in Estonia. (accommodation, programme, transportation) ETB foreign offices (MOS, SPB, HEL, STO, TKY, HAM, BER) are providing information about destination Estonia and its possibilities to the TO and TA on the market. Always up to date information on visitestonia.com about different tourism products in Estonia (also seasonal). Brochures: up to 18 different covers in 14 languages. Partner Possibility to cooperate on the trips: participant selection, timing, programme input, etc. Partners have to cover the costs connected to providing services FOC (transportation to and from EST). Possibility to use the know-how of ETB foreign officer in sales calls, etc. Providing information for ETB newsletters. Publishing information on the ETB websites visitestonia.com. Possibility to use the brochures in the sales activities. Possibility to launch a special brochure together with ETB to introduce the destination. 8

9 Objectives Cooperation with ETB: B2C campaigns References ETB Communicate reasons to travel to Estonia Build brand image Generate visits to visitestonia.com Efficiency of costs through larger outcome ETB designed main frame in WTE branding, slogan and website reference Special campaign section on website with product offers Joint approval of media plan and artwork Measuring and reporting the outcome in website visits Generate sales Build brand image Partner Generate visits to webpage Efficiency of costs through larger outcome Partner designed frame with logos, references, price and destination Special campaign section on the partners website Joint approval of media plan and artwork Measuring and reporting the outcome in sales results (no. of incoming tourists) and website visits Financing ~70-65% ~ 30-35% Outcome of ETB marketing activities : 25 Share of potential tourists to Estonia on the main priority markets (likely to travel to Estonia on next 3 years)

10 Outcome of ETB marketing activities : Requests about Estonian tourism possibilities via internet (visitestonia.com; puhkaeestis.ee) and via tourism information centres THANK YOU! FOR MORE INFORMATION: Estonian Tourist Board Enterprise Estonia See visitestonia.com marketing@visitestonia.com 10