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Promoting Caucasus Tourism Globally Through Specialty Tourism Products: Armenian Case Study

Promoting Caucasus Tourism Globally Through Specialty Tourism Products: Armenian Case Study. Alan Saffery Competitive Armenian Private Sector (CAPS) Project. Where is Armenia Anyway?. 2146 km. ADD CNN VIDEO. Competitive Armenian Private Sector Project. Cluster Competitiveness

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Promoting Caucasus Tourism Globally Through Specialty Tourism Products: Armenian Case Study

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  1. Promoting Caucasus Tourism Globally Through Specialty Tourism Products: Armenian Case Study Alan Saffery Competitive Armenian Private Sector (CAPS) Project

  2. Where is Armenia Anyway? 2146 km

  3. ADD CNN VIDEO

  4. Competitive Armenian Private Sector Project • Cluster Competitiveness • Workforce Development • Business Capacity Strengthening • Policy & Advocacy • Tourism • IT • Engineering Services • Pharmaceuticals M A R K E T I N G

  5. Success of Armenia’s Tourism Industry in 2007 International Arrivals – 510,287 (increase of 33% on 2006, average annual increase of 27% since 2001) Foreign Hotel Stays – 58,876 (increase of 8% on 2006) Tourism Expenditure in Armenia (from foreign arrivals) – US$ 359 million (increase of 20% on 2006) Tax Revenues to Government – US$ 70 million* (>$10 million through Exit Tax alone)

  6. Direct Impacts of Promotional Activities • Armenia on Lonely Planet’s 2008 ‘Blue List’ of destinations to visit • Armenia Itinerary featured in US ‘Outside’ Magazine’s top destinations for 2008 • Air Baltic operating scheduled flights to Armenia • Armenia added to portfolio of Le Petit Futé French Guidebooks

  7. Armenian Government Approach to Tourism Promotion • Advertising on CNN and EuroNews - > $300,000 • Travel Documentary Film-Making - > $200,000 Mass-Promotion – Targeting Non-Potential Tourists – Infrequent Exposure - Inability to Retain Interest – Limited Channels - Little Return on Investment - Lack of Evaluation

  8. The Importance of Holistic & Targeted Promotion

  9. The Importance of Holistic & Targeted Promotion Size of Market untouched by promotion Travel fair Magazine article Potential Market

  10. The Importance of Holistic & Targeted Promotion Level of Awareness and Interestin Armenia

  11. The Importance of Holistic & Targeted Promotion Internet Travel fair Magazine article Size of Market untouched by promotion Cultural event

  12. The Importance of Holistic & Targeted Promotion Level of Awareness and Interestin Armenia

  13. Armenia’s Tourism Products and Source Markets

  14. Impacts of Targeted Promotion in Italy • 35% increase of Italians staying at Armenian Hotels in 2007 (compared to 8% average increase) • 61% increase in Italians visiting Yerevan Information Center in 2007 (compared to 34% average increase) • 100% increase in Armenian visas issued by the Armenian Embassy in Rome • 200% increase in sales of trips to Armenia amongst selected Italian tour operators • 10 Italian Tour Operators selling trips to Armenia for the first time in 2008

  15. Impacts of Targeted Promotion in Italy • > 60 articles on Armenia published in trade and consumer media • Metamondo operated 1st charter flights to Armenia • ‘Wind Jet’ low-cost Italian airline intending to operate scheduled flights to Armenia (pending CAA agreement and Italian tour operator support)

  16. Contribution to Armenian Economy of Targeted Promotion in Italy • Additional US$1.06 million in tourism expenditure in Armenia in 2007* • Additional Tax Revenue to Government of – $220,000 (c. 20% of expenditure) • This EXCLUDES Italian tourists staying in other accommodation Pilot has proven the efficiency of targeted promotion: Impacts were achieved very rapidly and at a cost of $0.18 million + Impacts will continue to be seen in future years. * Based on additional 801 Italian tourists staying in Armenian hotels for an average 13.8 nights and spending $122.7 per day * Expenditure is additional to national average increase

  17. 2007 Italian Promotional Activities • Participation in 3 Travel Fairs (Milan, Rome, Rimini) • Press Conference held for Italian Journalists and Tour Operators in Armenian stand during Milan Travel Fair • Training to Armenian Tour Operators • Familiarization Trip for Italian Tour Operators & Journalists • Year-round ATDA representation in Italy • Regular distribution of Press Releases and information to more than 13,000 Travel Companies and 100 Journalists

  18. 2007 Italian Promotional Activities • Obtained support from Antonia Arslan • Presentations to Italian-Armenian Diaspora Community • Cooperation with Armenian Embassy & Honorary Consul • Cooperation in organizing Cultural Events • Italian Language Guidebook negotiations

  19. Where Next? • France • US-Armenian Diaspora • Adventure Tourism • Faith-based Tourism

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