UN World Tourism Organization/Department of Tourism
A Seminar on Managing Tourism Destinations –
Strategies and Actions for Success
March 20 -22, Manila, Philippines
PROGRAMME
20 March 2006, Monday
8:30 – 9:00 Registration
9:00 – 9:30 Invocation
National Anthem
Opening Remarks
Dr. H. Varma
Chief of Technical Cooperation
United Nations World Tourism Organization
Honorable Joseph H. Durano
Secretary, Department of Tourism
9:30 – 10:00 Icebreaker Exercise
10:00 – 11:00 Introduction to destination policy, strategy and planning
· The principles of competitive strategy
· A Competitive Strategy as a basis for destination policy and planning
· A holistic framework for developing a competitive destination strategy
Dr. Mike Fabricius The Journey Tourism Advisors
11:00 – 11:30 Tea / Coffee Break
11:30 – 13:00 Tourism Marketing Strategic Approaches
· Marketing policy as a central component of overall tourism development and operational policy and the need for a strategic marketing planning approach
· The characteristics of tourism that affect marketing strategy, the process of strategic marketing planning & its incorporation in overall development and operational planning
· Strategic marketing planning based on differentiation and resource: market matching
· The most appropriate methods of analysis and forecasting for tourism marketing plan preparation
· Marketing tools and techniques to achieve responsible tourism development & operation
Mr. Robert Cleverdon, Robert Cleverdon Associates
13:00 – 14:30 Lunch
14:30 – 16:00 Assessing Destination Competitiveness
· The Macro Environment and how it influences competitiveness
· Assessing the competitor environment
· A framework for assessing destination attractiveness
Dr. Mike Fabricius, The Journey Tourism Advisors
16:00 – 16:30 Tea/Coffee Break
16:30 – 18:00 Market segmentation and target market selection
· The determinants of, and influences on, tourism demand
· Market and marketing research, different consumer behavioral models and motivational patterns
· Market segmentation criteria and identify the range of market segmentation variables relevant to tourism analysis
· The value of different market segments in achieving optimal benefits
Mr. Robert Cleverdon, Robert Cleverdon Associates
21 March 2006, Tuesday
09:00 – 10:30 Strategising for future growth
· Strategic levers for destination success
· Setting the Destination Vision, Goals and Objectives
· Devising Core Strategies
· The tourism value chain as a basis for destination planning and management
Dr. Mike Fabricius, The Journey Tourism Advisors
10:30 – 11:00 Tea/Coffee Break
11:00 – 12:30 Image development and management
· The determinants of destination image, and how perceptions in the marketplace are shaped
· Assessing, designing, correcting and measuring destination image and marketing approaches to modify and expand destination image in various situations
Mr. Robert Cleverdon, Robert Cleverdon and Associates
12:30 – 14:00 Lunch
14:00 – 15:30 Destination branding and positioning
· Principles and concepts of destinations positioning
· Destination brand development and architecture
· Case studies of destination branding
Dr. Mike Fabricius, The Journey Tourism Advisors
15:30 – 16:00 Tea/Coffee Break
16:00 – 17:30 The marketing mix: Product, Promotion, Place and Price
· Matching and packaging products for target markets
· Developing Unique Selling Features
· Promotional basket: Advertising, Sales, Publicity
· The role and importance of media
· The components of marketing communication and how they interact with each other
· The importance of public-private partnerships in tourism marketing
· Preparing a marketing communications programme to achieve given goals and strategies
Mr. Robert Cleverdon, Robert Cleverdon and Associates
22 March 2006, Wednesday
09:00 – 10:30 Principles and guidelines for responsible tourism management
· Tourism Impacts – the concept of the “triple bottom line”
· Optimizing social, economic and environmental impacts
· Community tourism awareness and participation
· Building local linkages and business opportunities
Dr. Mike Fabricius, The Journey Tourism Advisors
10:30 – 11:00 Tea/Coffee Break
11:00 – 12:30 The role and importance of information management and distribution
· Information and knowledge types and uses in destination management
· Critical success factors for information application
· Basic concepts in research methodology
· E-business tools for information and knowledge management and distribution
Dr. Mike Fabricius, The Journey Tourism Advisors
12:30 – 14:00 Lunch
14:00 – 16:30 From strategy to implementation
· Interactive Working Session: Applying the principles of destination management and marketing in the Philippines
Mr. Robert Cleverdon, Robert Cleverdon and Associates
Dr. Mike Fabricius, The Journey Tourism Advisors
16:30 – 17:00 Conclusion and Course Closure
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