Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Іван Ліптуга - туристичний хаб

2.391 visualizaciones

Publicado el

Іван Ліптуга - туристичний хаб

  • Inicia sesión para ver los comentarios

Іван Ліптуга - туристичний хаб

  1. 1. Tourism – # 1 driver for sustainable development of all. Ivan Liptuga Nova Kakhovka 17/05/18
  2. 2. World changes fast
  3. 3. Population growth 1950 – 2050
  4. 4. Urbanization
  5. 5. Growing Middle Class
  6. 6. Travel revolution 1950 – 2030
  7. 7. 671 mln international arrivals in Europe
  8. 8. Export earnings by category US$ billion
  9. 9. Why tourism matters
  10. 10. IT revolution
  11. 11. New era of P2P technologies
  12. 12. Tailor Made Governance Total Rethink of Regulation & Smart Marketing
  13. 13. Global agenda 2030
  14. 14. Global agenda 2030
  15. 15. Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities What is sustainable tourism?
  16. 16. Destination marketing
  17. 17. Marketing of tourism 1. Destination branding 2. Online promotion 3. Media & PR 4. Cross-Marketing 5. Exhibitions and presentations 6. Design & Creative consulting
  18. 18. Livable Loveable Profitable Destinations
  19. 19. Marketing is the art of brand building, if you are not a brand, you are a commodity. Then price is everything, and the low-cost is the only winner. Philip Kotler Ivan Liptuga & Philip Kotler 2009
  20. 20. None of us have time, patience and the desire to delve into the real differences between the proposals of one country or the city from the other. Destination brand
  21. 21. The reputation and image of the country or the city very similar to the trademarks of the companies and products. Brand and reputation of the country are equally important for its progress and prosperity, as well as the company's brand is the key to its success in the market. Destination brand like corporate brand
  22. 22. Unfortunately, negative or shocking stories about war, terrorism, poverty, disease, corruption, crime and violence are very often more interesting than good or positive or pleasant stories. Bad news works better
  23. 23. Territories with strong and positive image spend less resources for their promotion. Their brand works for them. Strong brands save money
  24. 24. • Places with strong image have another challenge – to correspond to their reputation • Branding – it’s a fight. Fight with existing reputation about you • You can’t change the image about your country only by marketing communications. Simply because it was not built by marketing communications • For to change at least a little your image – all stakeholders should sound Destination brand
  25. 25. Tourism branding is the loudest voice and most valuable currency of destination marketing.
  26. 26. Ukraine Tourism Strategy 2026
  27. 27. Key vectors of the strategy 1. Safety & Security 2. Legal base 3. Infrastructure 4. Human resources 5. Marketing
  28. 28. Ukraine tourism structure Inbound 35% Outbound 65%
  29. 29. Inbound to Ukraine 21415 23012 24670 12700 12400 13500 14500 0 5000 10000 15000 20000 25000 30000 2011 2012 2013 2014 2015 2016 2017 Inbound in mln tourists
  30. 30. 1070000 1156000 1231000 1891000 4393000 0 1000000 2000000 3000000 4000000 5000000 Hungary Poland RF Belarus Moldova Inbound to Ukraine
  31. 31. China tourists pilot project
  32. 32. Tourism Law 2018
  33. 33. Totally in Ukraine 2582 Tour operators Only 690 reports 370 Corresponds to license conditions Tour Operators
  34. 34. Tour Operators Tourists Tour Operators From 100 000 to 300 000 4 From 10 000 to 100 000 10 From 1 000 to 10 000 52 From 100 to 1 000 203 From 1 to 100 210 0 (domestic tourism or no activity) 211
  35. 35. Accommodation Totally in Ukraine 4572 (407 975 beds) Accommodation facilities 290 Have hotel stars Hotels Specialized 2645 1927
  36. 36. ДСТУ 4269 – Categorization
  37. 37. National Tourism Organization of Ukraine
  38. 38. Mission – to consolidate tourism sector of Ukraine Vitamin 4C 1. Communication 2. Coordination 3. Cooperation 4. Collaboration
  39. 39. Networking
  40. 40. а. Regional Tourism Organizations
  41. 41. Туристичні компанії Розміщення Транспорт Харчування Локації Театри, клуби і розваги Стадіони та арени Пляжі і дайвінг- центри Конференц- зали Навчальні заклади IT-компанії Фінансові компанії Магазини b. Tourism Industries Associations
  42. 42. Міський туризм Екологічний туризм Культурний туризм Гастрономічний туризм Фестивальний i MICE-туризм Рекреаційний туризм Релігійний туризм LGBT-туризм Круїзний туризм Гірський і лижний туризм Розважальний туризм Шопінг- туризм Спортивний туризм Пригодницький туризм c. Tourism Business Associations
  43. 43. UNWTO Conference on Destination branding
  44. 44. Nation Regions Cities Destinations National network of destination brands
  45. 45. National network of destination brands
  46. 46. Україна
  47. 47. Concept of the brand
  48. 48. Smile element
  49. 49. Combination of contradictions
  50. 50. Constructor
  51. 51. Plenty of combinations
  52. 52. Ukraine: It's all about U Ukraine: As free as U Ukraine: As young as U Ukraine: As tasteful as U Ukraine: As peaceful as U Ukraine: As witty as U Ukraine: As sharp as U Ukraine: As sheer as U Ukraine: As artistic as U Ukraine: As unique as U Ukraine: As true as U Ukraine: As smart as U Ukraine: As lively as U… Plenty of slogans
  53. 53. National stand
  54. 54. National stand
  55. 55. Quality
  56. 56. National System of Quality, Sustainability and Excellence
  57. 57. 1. ДСТУ ISO 14785 – TIC 2. ДСТУ EN 15565 – Tour guides 3. ДСТУ ISO 13810 – Industrial tourism 4. ДСТУ ISO 13811 – Eco norms for accommodation 5. ДСТУ ISO 13009 – Beaches 6. ДСТУ ISO 17680 – Thalasotherapy 7. ДСТУ ISO 13687 – Yacht-harbors 8. ДСТУ ISO 21101 – Adventure tourism. Safety. 9. ДСТУ ISO 21102 – Adventure tourism. Leaders. 10. ДСТУ ISO 21103 – Adventure tourism. Info. 11. ДСТУ ISO 18065 – Tourism in national parks and natural preserves 30 National Quality Standards
  58. 58. Quality standards in different markets Technical regulation Standards Higher than standards Levelofbusinessculture Obligatory Initiative Deficit Market Recommended Replete Market
  59. 59. Knowledge network
  60. 60. Tourism knowledge network 110 Universities
  61. 61. Knowledge network Academia + Vocational training
  62. 62. Public diplomacy
  63. 63. Loyalty Program Tourist of Ukraine
  64. 64. Thank

×