Private AreaNews
› Training on Tourism Marketing
2010-03-10
The Marketing and Packaging training highlighted all topics identified in the pre-training survey conducted by ABTO, although some have been covered in more depth than others.
The emphasis of the training was given on implementation and practical application.
The objective of the Marketing and Packaging workshop was to address the specific needs of Bhutanese tour operators to enable them to:
• Strategically plan their marketing activities
• Identify, analyse and segment potential markets
• Conceive and build packages for their target markets
• Present these packages to the market with integrated communications
• Achieve market access through a variety of distribution channels
• Use market research techniques to constantly improve marketing performance
Participants were encouraged to draw on their own individual experience to bring practical and relevant examples to the group for ‘hands on’ discussion and constructive criticism. Examples were brought from other countries to ‘break the ice’. Participants were encouraged to actively focus on and contribute to the group, rather than referring to notes and manuals.
Breaks were extended to promote networking and facilitate group cohesion. The programme varied from day to day to address the additional requirements that emerged. Everything was about building and enhancing the capacity of Bhutan’s tour operator businesses to create and manage distinctly Bhutanese products and services that are highly marketable and sustainable.
The training focused on how to strategically plan our marketing activities, identify, analyse and segment potential markets, conceive and build packages for our target markets, present these packages to the market with integrated communications, achieve market access through a variety of distribution channels, and use market research techniques to constantly improve marketing performance.
During the four days training, Mr. Benjamin Carey, a tourism expert from the UK dispelled the marketing myths and shared essential marketing and product packaging advice through his expertise in the business. The participants were able to grasp the knowledge to start building their own marketing plan specifically designed to meet the needs and wants of the target market and raise the profile of their business. This should help anyone overcome any marketing challenges.
The details of the training will be provided in the common website, www.bhutan-costarica.net.
