Current Situation, ICT-BASED TOURISM MARKETING Main ... · 11.6 mbps South Africa 3.4 mbps Russia...

ICT-BASED TOURISM MARKETING

IN THE MEMBER COUNTRIES

Current Situation,

Main Challenges,

Recommendations,

& Prospects

David Brown | Solimar International

ICT-Based Tourism Marketing in the OIC Member States

Current Situation & Recommendations

OUTLINE

Research Methodology

ICT Infrastructure

Digital Literacy

Marketing Strategy

Public-Private Partnerships

Policy Recommendations 2



Research Methodology

Desk Research

Tourism Stakeholder Surveys

Site Visits

3



4 Pillars of ICT-Based Tourism

Marketing



PUBLIC-

PRIVATE COLLABORATION

DIGITAL

MARKETING

STRATEGY

SKILLED

WORKFORCE

STRONG ICT

INFRASTRUCTURE

EFFECTIVE

ICT-BASED

TOURISM

MARKETING

4



ICT Infrastructure

Connectivity Availability of

Equipment

ICT-Based Tourism Infrastructure

Digital

Marketing

Strategy

Public-

Private

Sector Collaboratio

n

Skilled

Digital

Workforce

Technological Readiness

• Availability of connections

• Access to hardware/software

• Skills to activate

5



The “Digital Divide”

RICH

EDUCATED

URBAN

OLD

POOR

ILLITERATE

RURAL

YOUNG

• Number of

Computer Users

• Online

Penetration

• Average

Connection Speed

6



Asia Group

27.90 %

Africa Group

13.01 %

Arab Group

41.4 %

Source: Akamai, World Bank, ITU (2015)

Average Internet Penetration

7



Regional Internet Penetration

High Bahrain 90%

UAE 88%

Low Mauritania 6.2%

Somalia 1.5%

Arab Group

41.4 %

Source: Akamai, World Bank, ITU (2015) 8



Internet Penetration Internet Penetration

High Maldives 44%

Nigeria 38%

Low Sierra Leone 1.7%

Guinea 1.6%

Africa Group

13.01%




Internet Penetration Internet Penetration

High Brunei 64.5%

Azerbaijan 58.7%

Low Afghanistan 5.9%

Guyana* 3%

Asia Group

27.9%




Average Connection Speed

HIGH UAE

6.3 mbps

LOW Guinea

1.0 mbps

UK

11.6 mbps

South Africa

3.4 mbps

Russia

9.4 mbps

Australia

7.6 mbps

China

3.7 mbps

Japan

15.2 mbps




ICT Taxes and Tarrifs

“Digital Drag”

Increased price Reduced

adoption rates

Negative impact on tourism economy

Africa Gabon 35%

Nigeria 14%

Asia Bangladesh 73%

Malaysia 6%

Arab Tunisia 21%

UAE >1%

Total taxes and tarrifs on ICT products (high/low)

Source: ITIF (2014)

0.7% - 2.3% reduction in

GDP per Capita among

countries with highest

ICT tarrifs and taxes

Asia has highest rates. 12



Perceptions of IT Infrastructure

Biggest challenges for OIC Member States:

- Connection speed

- Cost of connection

- Cost of hardware

Not perceived as challenge:

- Freedom of access (3.4+)

Very Satisfied (4)

Not at all

Satisfied (1)

Arab Group Asia Group

Africa Group

2.79

2.75

2.48

13



Digital Marketing Skillset

Analytics Mobile

Technology Content

Marketing

Social Media Email

Marketing Marketing

Automation

Search Engine Optimization

Digital Advertising

MOST DESIRED SKILLS:

Source: Econsultancy, Digital Marketing Institute (2015), WTTC (2014),

14



Digital Literacy

Overall desire to improve among public &

private sectors across all regions.

My company

or org. has

adequate

skills to

compete in

the digital

marketplace:

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Asia Arab Africa

Disagree

Somewhat Agree

Completely Agree

Asia:

60%

Arab:

40%

Africa:

35%

15



Challenges to Tourism Workforce

in OIC Member Countries

Career attractiveness

Competition

Retention Uncompetitive

Pay

Source: WTTC (2014) 16



Digital Marketing Strategy

WHY INVEST IN A COMPREHENSIVE STRATEGY?

• Effectively use human and financial resources

• Maximize efficiency

• Better monitor return on investment

MAIN

CHALLENGES:

• Limited

resources

• Lack of

awareness

• Uncertain ROI

17



MARKETPLACE

TARGET

AUDIENCE COMPETITORS


18




Promise

Visual Identity

Character & Tone

Messaging

MARKETPLACE

BRAND

19




Traditional

MARKETPLACE

CHANNELS

Television

Magazine

Billboard

Direct Mail

Radio

Brochures

Trade Shows

BRAND

20




Traditional ICT-Based

(Digital)

MARKETPLACE

CHANNELS

Television

Magazine

Billboard

Direct Mail

Radio

Brochures

Trade Shows

Website

Social Media

SEO

E-Mail

Digital Ads

E-Books

Influencers

BRAND

21




Traditional ICT-Based

(Digital)

MARKETPLACE

CHANNELS

CAMPAIGNS

BRAND

22



Website

• Image-rich

• Focus on Experiences

• Customized for different audiences

• Dynamic Content

• Social Media Integration

• Press Section

• Trade Section

• Email Capture

• Concierge or Support Services

• Responsive to Mobile

ANALYZED ACCORDING TO GLOBAL BEST

PRACTICES: Storefront

Information Gateway

Customer Service Platform

Business Networking

Media Interface

Research Tool 23



Website Analysis - Asia

CountryImage-

RichFocuson

Experiences CustomizedDynamicContent

SocialMediaIntegration

PressSection

TradeSection

E-MailCapture

ConciergeorSupport

ResponsivetoMobile

Azerbaijan Yes Yes Yes Yes Yes Yes No No Yes NoIndonesia Yes Yes Yes Yes Yes Yes No Yes No YesIran No Yes No No No No No Yes No No

KyrgyzRepublic No Yes No No No No No No No NoMalaysia Yes Yes Yes Yes Yes Yes Yes Yes Yes YesTurkey Yes Yes Yes Yes Yes No Yes Yes Yes Yes

• Regional difference between Europe/Southeast Asia and

Central Asia

• Stronger websites for more developed tourism economies

24



• Relatively weak compared to other regions

• Some countries with a very basic presence or no website at all

• Many offline or domains expired

Website Analysis - Africa

CountryImage-

RichFocuson

Experiences CustomizedDynamicContent

SocialMedia

IntegrationPress

SectionTrade

SectionE-Mail

CaptureConciergeor

SupportResponsivetoMobile

BurkinaFaso No Yes Yes No No No No No Yes NoCameroon No Yes No Yes Yes Yes No No No NoGambia No No No No No Yes No No Yes NoMozambique No Yes Yes No Yes Yes No No No NoNiger No No No Yes No Yes No No No NoNigeria No No No No No Yes Yes No No NoSenegal Yes No No No No No No No No NoUganda Yes Yes No Yes Yes Yes Yes Yes Yes No

25



• Those with a website, have experience-driven content

• Trade sections are fairly uncommon

• Mostly static content

Website Analysis - Arab

26



Social Media Analysis

• Facebook

• Instagram

• Twitter

• YouTube

• Pinterest

• Official national

tourism page reviewed

• Many countries have

market-specific

platforms

• Some countries have

stronger regional or

attraction platforms

27



Social Media Analysis - Asia

Most popular

network

Low use of photo-

centric platforms 28



Social Media Analysis - Africa

Most popular network,

though numbers are low

No use of photo focused

platforms

Slim Twitter usage 29



Social Media Analysis – Arab Region

30



Website & Social Media

Key Observations

• Challenges:

– Mixed Messaging

(Trade vs.

Consumer)

– Multiple Languages

– Low shareability and

content interaction

• Solution:

– Separate page/accounts for industry partners (trade shows and policy)

– International accounts with English, domestic focus in local language, additional languages with targeting

– Minimize branded content and advertising

31



Public Private Marketing Partnerships

• Asia & Arab Group:

– Generally positive perception of destination

marketing

– Programs available from tourism authorities,

strong desire for increased cooperation

• Africa

– Destination marketing needs improvement

– Few opportunities for collaboration, but desire for

closer ties from private sector

32



CASE STUDIES

Diversity of:

• Geography

• Tourism

Volumes

• Tourism

Attractions

• Tourism

Development 33



Malaysia

• Key Challenge: – Private sector adoption

of ICT platforms

• Successes & Innovations: – Public sector ICT usage

– Experience-based Marketing

– Market adaptation

– Islamic Travel Centre

34



Oman

• Key Challenge:

– Private Sector ICT-based tourism marketing skills

• Successes & Innovations:

– Public-Private Sector cooperation

• Digital Literacy Programs

• Connectivity Initiatives

35



Mozambique

• Key Challenge: – Digital Marketing

Strategy

– Destination Marketing

– Connectivity

• Key Success: – Public-Private

Partnership – Nature-based Tourism Marketing

36



Case Studies - Desk Research

Egypt – “Masr Wahashtouna” Campaign

Turkey – “Home Of” Online Brand

Saudi Arabia – Hajj & Umrah

Azerbaijan – MICE Market

Nigeria – Domestic Tourism

37



PUBLIC POLICY

RECOMMENDATIONS

38



Public Policy Recommendations

Availability

of

Skilled

Employees

Educate Public Sector

Understand the

Context

Tourism

Industry

Workforce

Needs

SKILLS

GAP

Create a pathway

to success

Primary School

Secondary School

Secondary School

Certificate &

Professional

Programs

Digital

Literacy

Curriculum

Internship & Apprenticeships

Build a strong ICT workforce available for tourism marketing.

39



• Improve the ICT environment

– Minimize tax regimes on ICT goods and services

– Expand wireless and broadband capabilities

– Create social and shared spaces for technology usage

ACCESS CONNECTIVITY

ONLINE MARKETING

INNOVATION & COMPETITVENESS


40



Facilitate cooperation within the tourism industry to improve ICT-based tourism marketing environment & activities.

Intra-governmental Tourism Taskforce Tourism, Transportation, Education, Technology, Finance

Public-Private

Working Group

NATIONAL

TOURISM

AUTHORITY

TOURISM

TRADE

- Generate experience-led content

- Launch coop marketing campaigns

- Gather consumer leads and push to bookings


41



THANK YOU

David Brown

Director of Tourism Marketing

Solimar International

[email protected]

+1 202 518 6192 x 107

42

mailto:[email protected]

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