To an outsider, the idea of promoting a holiday destination may seem glamorous, even simple.
Yet, the ever-changing nature of global elements can make or break a country’s tourism strategy in seconds.
After Kenya experienced terrorist attacks in 2003, visitor numbers dropped greatly in East Africa’s holiday jewel – yet, the country’s high service levels, abundant safari and wildlife viewing options and incredible selection of hotels and resorts have since contributed to a repeat visitor level of 65%.
Marketing the destination has led to an increase in inbound tourism since 2003 of 101%, also due in part to the removal of Kenya from the Foreign and Commonwealth Office’s travel advisory warning list and the launch of non-stop Virgin Atlantic flights from Heathrow in June 2007.
And then…an election happened, and the rebuilding begins again.
The next 12 months will be key for Kenya and other destinations that are established and emerging.
The US continues to offer growth opportunities as the weak dollar and the impending presidential election reignites the interest of British consumers.
Unspoilt beach destinations that have traditionally not been offered by British operators are also high on the list, including Albania, Bulgaria and the Cape Verde Islands. Being aware of promotional campaigns gives travel agents an advantage as marketing spend and strategy influences consumer decisions.
Destinations reinventing themselves, such as Madeira and Tunisia, are sure to be front-of-mind, while Malaysia continues to push its strong campaign of activities celebrating 50 years of independence.
Despite this, even the best plans can be altered overnight. Only by having the support of the industry, a media team that can respond quickly to events and a marketing strategy that can showcase the complete diversity of a destination, will a location succeed in coming front-of-mind when a consumer walks into an agency.
Getting passengers on an aircraft requires hard work. Keeping them coming back needs even more. Together, we can build – and rebuild – a destination to the benefit of consumers, the local economy and the industry as a whole.
Amanda Hill is managing director of Hills Balfour Synergy
