World Travel Market Analysis to Saint Lucia - Essay Example

?Tourism Marketing over 50's to St Lucia Table of Contents Tourism Marketing over 50's to St Lucia Introduction 3 Situational Analysis 6 Strategy for delivery 9 World Travel Market Analysis: 12 References 15 Introduction The origins of the name Saint Lucia are lost in history. The commonly held notion that Columbus sighted the island on Saint Lucy's Day, 13 December 1498, is dubious, for there is no good evidence of his "discovery." A more plausible explanation attributes the naming to one of various French visitors during the sixteenth century. It appears that the original designation was "Sainte Alousie," the name used in Father DuTetre's 1664 volume on the Antilles. Despite the fact that numerous thousands have immigrated to different parts of the Americas and Europe, particularly throughout the twentieth century, this ID remains solid, even around those conceived in the diaspora. The inquiry of an imparted society is quarrelsome, for Saint Lucians are partitioned along numerous lines, yet there is a feeling of fitting in with a place, an area, of which they have a feeling of ownership. One forcing thing of regular society could be Kweyo`l or Patwa, the French-inferred creole dialect spoken by most Saint Lucians. In any case, numerous brought up abroad don't talk the dialect, and Saint Lucians likewise distinguish that their Kweyo`l is practically indistinguishable to that spoken on Dominica and the French islands of Martinique and Guadeloupe. (Munar, 2011) The "creation of tourism as a pay exceptional" rose in the 1950s with the development of disposable pay for pay labourers in streamlined nations. The advancement of tourism as an improvement apparatus started in 1969 with a counselling report finished by Checchi and Company, a private universal advancement counselling ?rm spend significant time in tourism and local improvement. It expressed that any yearning to aid the individuals of the Eastern Caribbean could be accomplished through the advancement of tourism. Tourism was pushed as having two fundamental points of interest: a wellspring of wage and a foundation for more stupendous universal comprehension. Basically, tourism turned into the methods by which Third World nations with little to offer yet nature could collect capital, and at last advance. Tourism as an advancement apparatus in the Caribbean developed ?rst in Puerto Rico, Bahamas and Jamaica in the late 1950s and unanticipated 1960s, and inevitably spread Tourism as a Development Tool in the Caribbean and the Environmental By-items: The Stresses on Small Island Resources and Viable Remedies Janouska Grandoit International Relations, Economics, The Maxwell School of Syracuse University In the Caribbean, land and seaside assets have supported a moderately little populace for a considerable length of time, yet with an increment in present day monetary movement the islands' biological communities are under expanding weight. Without reasonable arrangements that address the main impetuses behind these weights, economical improvement in the Caribbean islands is not conceivable. Nature is frequently traded off by the instantaneous requirement to create outside trade, for the most part through tourism. On the other hand, it was the coming of the streamlined upset and the creation of the steamship in the nineteenth century that denoted the rise of venture out to fascinating goals, particularly for recreation purposes. Around then, travel was expensive to the point that just the rich could take preference, and tourism in Barbados was a selective diversion, organised at the activity of private people, with practically no legislature inclusion inside the incipient area. It was not until the late 1950's and into the 1960's with the commercialisation of the plane motor that tourism developed as a real financial action in Barbados and critical indications of organisation and government inclusion surfaced. From around the 1640's, sugar had been the motor of development of the Barbadian economy, and spoke to the most predominant wellspring of outside trade income. The execution of the sugar business was straightforwardly interfaced to a particular exchanging concurrence with the United Kingdom (UK), and sugar kept on ing the principle driver of the economy until the 1950's, when Government tried to enhance the economy through advertising the assembling and tourism divisions by empowering immediate venture. The Barbados Development Board was made in 1957 to empower mechanical advancement and the extension of lodgings, while a Tourist Board was set up in 1958 to improve the visitor business. By the 1960's, the centre was on non-sugar sends out, to be specific light fabricated merchandise and tourism. The assembling area helped essentially to development, and produced a generous measure of remote trade; notwithstanding, since the mid-1980's, assembling fares have declined pointedly, because of the conclusion of organizations that gathered electronic parts and clothing. (Litwin, 2010) The Hotel Aids Act in 1956 waived customs commitments on building materials and rigging for new hotel change and offered a seven-year pay appraisal event for qualified stations. The Barbados Development Act, 1958, allowed the Barbados Development Board to make credits for the advancement and enlargement of motels. (Wang, 2008) The successor signal to the Hotel Aids Act was the Tourism Development Act, 2002, which expanded the span of components picking up concessions to consolidate houses, restaurants, recreational work places and organizations. It has transformed into the standard trade acquaintanceship in the industry. The tourism was organized in 1998 by the Government to development a portfolio of tourism distinguished terrains and to energize both open and private wander in the tourism and affability fragment of Barbados. The Ministry of Tourism and the Environment began to be in 1985; before that the tourism portfolio was dealt with by the Ministry of Civil Aviation. The Ministry of Tourism presently has commitment with respect to the Barbados Tourism Authority, Barbados Conference Services Limited (the organization association of the Lloyd Erskine Sandiford Centre), the Barbados Tourism Investment Inc. (Jamrozy, 2007) Situational Analysis Tourism is "exercises of persons venturing out to and staying in spots outside their typical surroundings for not more than one continuous year for recreation, business and different purposes". It has risen up out of being a moderately little scale movement into a worldwide financial sensation from the 1960s ahead. Today, it is depicted as one of the planet's biggest and quickest developing investment areas. As per the WTO, the development of global traveler entries fundamentally outpaces the development of budgetary yield as measured by GDP. From 1975 to 2000, twelve-month global vacationer entries expanded a normal of 4.7 for every penny, while GDP developed 3.5 for every penny. In 2004, 760 million individuals voyaged universally; a 10 for every penny expand over the 691 million in 2003, WTO 2005. Receipts from global tourism have additionally developed consistently. The WTO remains certain that worldwide tourism will keep on developing, and undertakings that guest entries will achieve an expected 1.0 billion by 2010 and 1.6 billion by 2020. The quick development and effect of this industry has set it at the middle of worldwide exchanges on manageable advancement. From an investment point of view, tourism is generally embraced for making financial development and improvement (WTO 2002). The area makes an extensive commitment to the worldwide economy through fares, GDP, vocation and speculation. In 2004, travel and tourism was required to create 10.4 for every penny of planet GDP, 9.4 for every penny of worldwide capital speculations and 12.2 for every penny of worldwide fares of products and administrations. This spots tourism in the main five fare classes went before just by fares of chemicals, auto items and fills. (Kolb, 2006) In light of the developing criticalness of tourism in little islands and manageability concerns on exchange and liberalization in the segment, this area inspects the positive and negative impacts of exchange and liberalization in tourism in St. Lucia. St. Lucia presents an exceptional taking in chance due to the essential arrangements it has executed to help tourism advancement. To start with, the island exhibited its backing for exchange liberalization in tourism administrations when it made responsibilities in the Tourism and Travel Related Services Sector under the GATS assention in 1995. (Lewis & Roberts, 2010) These responsibilities are particularly identified with inn and resort advancement, incorporating restaurants with a couple of confinements to market access. These limitations incorporate a restriction of no fewer than 100 spaces for inn, and resort advancement and work grant regulations for vocation of outside characteristic persons. Lucia established the Tourism Incentives Act, empowering advancement and extension in the tourism business through wage charge help and traditions obligation absolutions for gurus. The Act gives a greatest of 15 years duty occasions and obligation free concessions for lodgings of six rooms or more, and restaurants for Ec$50,000 or all the more in capital stock, and other endorsed tourism items. (King, 2001) Third, the legislature of St. Lucia has authoritatively expressed advertising tourism as a key segment of the island's economy in different approach archives, for example, the 1996 to 1998 and 2000 to 2002 Medium Term Economic Strategies and all the more as of late, in the Draft National Tourism Policy in the year 2003. One of the principle destinations in this new arrangement is to build tourism as a key monetary advancement necessity by guaranteeing it accepts essential thought when allotting budgetary, specialized and physical assets. Its extreme objective is to guarantee profits produced by tourism are as generally circulated as could be allowed all around the country and around neighborhood neighborhoods (Ministry of Tourism 2003: p. 5). These approaches have real maintainability suggestions and furnish solid legitimization for an appraisal of the industry. (Hankinson, 2007) A sound learning of the Sustainability issues of existing exchange tourism administrations might help towards advertising economical advancement by: i. enhancing general comprehension of the relationships between exchange tourism, liberalization and reasonable advancement; ii. elucidating the connection between national financial, ecological and social objectives and approaches; and iii. identifying basic regions for strategy to encourage a tourism industry that advances social and budgetary profits for all, saves regular and social assets, regards the privileges of locals, and advertises their dynamic inclusion in the improvement and administration of the industry. Exchange and liberalization in tourism-administrations can have both positive and negative effects on maintainable improvement. On one hand, it has animated monetary development and gave profitable vocation and assets for natural assurance and protection in St. Lucia. Then again, liberalization standards have undermined to encroach on down home "approach space," high spillage of tourism receipts and inequities in the global tourism act limiting reasonable appropriation of profits, and uncontrolled advancements contrarily influence the social and nature. These negative impacts have all the earmarks of being more terrific around improving nations and poorer fragments of social order. The test confronting advancing nations is to make proper strategies and methods that might help all the more seriously to reasonable advancement, while sticking to global exchange commitments. (Baker & Cameron, 2008) Strategy for delivery For romance, adventure or stress relief St. Lucia is the perfect place. Miles of unspoiled rain forests, palm trees and beaches, amazing piton mountains are the majestic landscapes available in St. Lucia. Most of the tourists enjoy the natural waterfalls, awesome sceneries. Travellers bring back the memories like gentle behaviour of the locals and rich cultural touch of the place. Except tropical weather, amazing hospitality the other attractions can be adventures waiting in that heavenly island for each and every travellers. People who only comes for romance they can book for intimate inn or upper class resorts. Spending days under the Caribbean sun, view of mind blowing sunset, spending nights under the million stars are some of the memories from St. Lucia Island. Candle light dinner over beach can bring new romance in old relations. Full family travellers can enjoy the island with onsite water parks, menus for kids and cultural evening programmes by locals. People who come for adventure can surf and sail in Caribbean Sea. Adventures by all-terrain vehicles and zip-lining in rain forest are very popular among families. Parents also can enjoy the tour by having cocktails, couple body massages or some personal time together when their kids are in kid’s amusement facilities. As this island have huge amount of tourism opportunity and footfall of foreign tourists are raising every day, it is a very good time to do something different in the promotional campaigns of St. Lucia’s tourism sector. It is been seen that without proper marketing planning even a very good product can be unsuccessful. So St. Lucia Island may have huge opportunity but without proper marketing plans and proper projection of their resources it can lose in the market. To find greater number of tourists’ proper use of technology, strategy and tools are necessary. If not then it is impossible for tourists to find the location and contact and bookings. Technology is changing the way of marketing revolutionary. Android, tablets and several applications of it is so popular among people that every organisation using it in their promotional campaign to reach to the customer more quick and effectively. Popularity of social media put it on the top of promotional media list for marketers. In recent times travellers take a virtual tour over internet before selecting a tourist spot. Many governments put it in their website, where travellers can have a virtual tour of hotels, beaches, spas, restaurants and rooms. In 50’s traveller had no other options to follow magazines and travel guides. Sometimes those magazines and guide books are so old that travellers had to suffer a lot in the destination. But now development of technology made information available to all. This also can be accessed from everywhere. So if St. Lucia ministry of tourism put a virtual tour program in their government website, then foreign tourists can see the facilities and locations from their home on their phone or tablets by the movement of their fingers. Marketing over online Medias are cost effective and very much customer driven. The era of general marketing is no more present; it is the era of marketing with purpose. So first of all tourism department of St. Lucia need to segment their target customers and then chose Medias to reach those customers accordingly. (Beirman, 2003) People who are senior citizens generally read newspapers and watch television. So for that type of customer’s promotion over newspaper will be enough. People who are in mid age they also watch television but mainly news channels and also follow magazines. So, for them promotions over magazine can work. For young generations and students promotion over social Medias will effect as they spent their most of the time there. Travellers make their travel plans according their budget. So price discrimination is also very important before making different tour packages. For a successful tourist place three factors are important- To speak to its target markets a well-known brand is necessary. To generate potential customers, content is important. And lastly customer satisfactions and relationship marketing is necessary. This means answering to each and every query customers have. Website of St. Lucia tourism department is very resourceful and content is clear and attractive. Tourism department can mail their invitation before summer vacation and Christmas vacations to prospective foreign clients. As this two is the prime time for tourism business on line advertisement before the seasons should be very high. People make their travel plans even before couple of months of their actual travel. There are several marketing consulting firms who do the promotion for their clients. St. Lucia tourism department can hire an advertisement and PR agency for more innovative, synchronous and expressive tourism marketing plan. If necessary, rebranding can also be done with consulting the experts of the PR agency. Any software consultant firm can design the virtual travel plan in the existing website. Customer relationship department of St. Lucia is very renowned with their sweet behaviour and spontaneous responses. Most of the website developers now a day’s, design and maintain the website of different organisations. So to bring more attractiveness in the website this can be done and also PR agencies maintain the social media campaign. So if a good PR agency is selected then return on investment in promotions will be much higher than current returns. (Morgan, 2012) Important factors of promotions of St. Lucia can be: Tourism Branding Development of Tourism website Originality and practicality of content Campaigns on Social networks PR Trade marketing Relationship marketing A new promotional campaign was launched in 2013 to enrich the St. Lucia brand to more number of foreign tourists. Name of this campaign was ‘Lift your Senses’. St. Lucia Tourist Board said that by this new campaign they can emotionally connect the travellers five sense of sight, taste, hearing, feel and smell to the St. Lucia’s history. St. Lucia Tourist Board launched this with close collaboration of ISM which is an award winning United States based marketing firm of travel and lifestyle. In this campaign St. Lucia tourist board differentiated themselves from other Caribbean Islands. (Buhalis, 2000) St. Lucia Jazz: It is the most awaited event of St. Lucian calendar and a major event of Caribbean calendar. During May the whole island celebrate this festival with music and dance. This was started to boost the tourism during off season but now became a ritual and during the festival each and every hotel, resorts are get completely filled up of this island. World Travel Market Analysis: This event was started on 1980 and currently the biggest global event of tourism sector. In this summit current issue faced by the tourism industry is discussed. In WTM meet of 2012, 2 billion pound worth of deals between exhibitors and buyers had signed which was higher than previous year’s 1.653 billion pounds. This numbers made it as the biggest travel trade event in the world. In this travel event travel industry professionals, ministry persons of different governments and persons from different Mediasparticipated which is over fifty thousands. This event is organized by an event management organizer namely Reed Exhibitions which has the experience of managing events of Arabian Travel Market and International Luxury Travel Market. World Travel Market event is one of the largest event organized in ExCel. This show continues for only four days but it is so bigger that preparation starts weeks before the original date of opening. Planning team for this annual event is also very experienced professionals. A single organisation’s experts cannot able to manage the whole event so experts from different organisations joined hand together and make a successful WTM event. As it is a global event so use of effective channels which has the ability to reach the whole population of the world is very important. In November of 2013, World Travel Market event in London was a great success. (Buhalis, 2000) Advantages: One hundred and eighty four countries participate in this event and five thousands exhibitors. Nearly hundred percent (91%) of the visitors at World Travel Market summit said they were very much satisfied with the services provided inside the auditorium. Nearly ninety percent (89%) of the visitors said next year they will be back at the event. Buyer’s club members of World Travel Market have a special authority to do business with eight hundred exhibitors during the Speed Networking sessions. More number of industries worldwide participating in this event as Travel Tech Show is included in the event. This is the one and only travel trade event attended by more than fifty percent (53%) of the visitors. That means these visitors did not attend any of the travel trade events other than World Travel Market. In World Trade Market event with the help of MY WTM server previous participants and new participants’ data can be synchronised by WTM Mobile App. Current market trend, thorough details of the travel industries and future market growths are well projected in the event. Also details of nearly hundreds of others trade fairs available in the event. Nearly three hundred and fifty speakers speak to the almost eight thousand audiences. Disadvantages: Competition among the travel agencies increases. Developed countries get much attention then under developed countries. Uses of technology and funds are greater in developed countries stalls and in other hand under developed countries do not have those facilities. Current worldwide economic slowdown put the market in very stress full situation. People are cutting down their travel expenditure and plans hugely. References 1) Avraham, E. and Ketter, E, 2008, Media Strategies for Marketing Places in Crisis. Butterworth-Heinemann: Oxford. 2) Beirman, D. 2003, Restoring tourism destinations in crisis: a strategic marketing approach.  Oxford, UK; Cambridge, MA: CABI Pub, Australia: Allen & Unwin. 3) Fyall, A., Kozak, M. and Andreu, L. (eds.) 2009, Marketing Innovation for Sustainable Destinations. 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