INTERNATIONAL BEST PRACTICES ON INTERNATIONAL BEST PRACTICES ON STIMULATING DOMESTIC TOURISM STIMULATING DOMESTIC TOURISM

by by ERNIE HEATHERNIE HEATH

DEPARTMENT OF TOURISM MANAGEMENTDEPARTMENT OF TOURISM MANAGEMENTUNIVERSITY OF PRETORIA UNIVERSITY OF PRETORIA

DoDOMESTIC TOURISM IS DOMESTIC TOURISM IS

BECOMING A STRATEGIC FOCUS AREA BECOMING A STRATEGIC FOCUS AREA

IN MANY DESTINATIONS AROUND THE WORLDIN MANY DESTINATIONS AROUND THE WORLD

Traditionally Traditionally less less

seasonal seasonal and more and more

dispersed, in terms of dispersed, in terms of

tourism spend, across tourism spend, across

the destinationthe destination

An An environmentallyenvironmentally--

sustainablesustainable form of form of

tourism, providing tourism, providing

valuable income without a valuable income without a

large carbon footprintlarge carbon footprint

WHY ARE INTERNATIONAL DESTINATIONS WHY ARE INTERNATIONAL DESTINATIONS

INCREASINGLY FOCUSSING ON DOMESTIC TOURISM? INCREASINGLY FOCUSSING ON DOMESTIC TOURISM?

the destinationthe destination

Locals who know and Locals who know and

enjoy the destination enjoy the destination

can be can be powerful powerful

destination marketers/destination marketers/

ambassadorsambassadors

Intangible benefits, such as Intangible benefits, such as

appreciation for the appreciation for the

destinationdestination on the part of on the part of

locals though enjoyment of locals though enjoyment of

its experiences its experiences –– also also greatergreater

appreciation for the appreciation for the

environment and environment and

conservation conservation

Competition Competition is is

coming from ‘cheap’ coming from ‘cheap’

international international

destinationsdestinations

In some destinations In some destinations

domestic tourism is domestic tourism is

losing ground to losing ground to

outbound tourism outbound tourism in in

terms of share of terms of share of

DDOMESTIC TOURISM IS FACEDOMESTIC TOURISM IS FACED

WITH SOME CHALLENGESWITH SOME CHALLENGES

year period) year period)

The The cost of domestic cost of domestic

tourism is increasing tourism is increasing

relative to outbound relative to outbound

travel (e.g. New travel (e.g. New

Zealand 44% versus 9% Zealand 44% versus 9%

in a 15in a 15--year period) year period)

nights and experience nights and experience

terms of share of terms of share of

nights and experience nights and experience

tourism industrytourism industry

The increasing The increasing

international focus on international focus on

domestic tourism, is domestic tourism, is

placing pressure on placing pressure on

destination’s inbound destination’s inbound

tourism industrytourism industry

THE ARE SOME POSSIBLE CHANGES IN THE ARE SOME POSSIBLE CHANGES IN DOMESTIC TOURISM MARKETSDOMESTIC TOURISM MARKETS

dept reduction, dept reduction,

Travelling less Travelling less and spending and spending less (shifts to less (shifts to

other products, other products, dept reduction, dept reduction,

etc. )etc. )

Having shorter Having shorter booking lead booking lead

times?times?

Becoming smarter Becoming smarter and more valueand more value--forfor--

money driven?money driven?

etc. )etc. )

destinations? destinations?

Switching to Switching to closer closer

destinations? destinations?

domestic travel?domestic travel?

Shifts from Shifts from international to international to

domestic travel?domestic travel?

Some trading down Some trading down (e.g. towards LCC, (e.g. towards LCC,

lower standard lower standard accommodation, etc. accommodation, etc.

Shorter lengths of Shorter lengths of stay?stay?

DOMESTIC TOURISM DOMESTIC TOURISM DEMAND IS DEMAND IS INCREASINGLY ABOUT:INCREASINGLY ABOUT:

EXPERIENCESEXPERIENCESFAMILYFAMILY--

FRIENDLYFRIENDLY

HOLIDAYSHOLIDAYS

AUTHENTICITY AUTHENTICITY

HASSLEHASSLE--

FREE AND FREE AND

“SEAMLESS” “SEAMLESS”

TRAVEL TRAVEL

AT EVERY AT EVERY

“TOUCH“TOUCH--POINT” POINT”

Unique, Unique,

meaningfulmeaningful

and memorable and memorable

EXPERIENCESEXPERIENCES

AUTHENTICITYAUTHENTICITY

--in people,in people,

-- food, food,

--service, etc.service, etc.

From booking to From booking to

departuredeparture

servicesservices

must be must be

seamless seamless

People want People want

to travelto travel

with loved ones. with loved ones.

Offers Offers

have to have to

be adapted, be adapted,

CSCS

The Adventure MarketThe Adventure Market

(S, M, L, XL)(S, M, L, XL)

The “New JetThe “New Jet--Set”Set”

MarketMarket

The “Peace of Mind” The “Peace of Mind”

MarketMarketThe Sports The Sports MarketMarket

THE TREND IS ALSO INCREASINGLY THE TREND IS ALSO INCREASINGLY TOWARDS SPECIAL INTEREST AND NICHE MARKETS TOWARDS SPECIAL INTEREST AND NICHE MARKETS

Source: THR 2009 Source: THR 2009

The “GoodThe “Good--life” Market life” Market

The Wellness MarketThe Wellness Market

The Nature MarketThe Nature Market

The Volunteer Market The Volunteer Market

The HyperThe Hyper--TourismTourism

MarketMarket

The Entertainment The Entertainment

Market Market

MarketMarket

LET’S LOOK AT SOME DOMESTIC TOURISM EXAMPLES LET’S LOOK AT SOME DOMESTIC TOURISM EXAMPLES

Australia Australia –– “ No Leave, No Life“ No Leave, No Life””

New Zealand New Zealand –– “ 101 Must“ 101 Must-- Do’s for Kiwis”Do’s for Kiwis”

Malaysia Malaysia –– “Zoom! Malaysia “Zoom! Malaysia €€€€€€

Philippines Philippines -- “Pilipinas Tara Na“Pilipinas Tara Na!” !”

Rwanda = “Kwita Izina”Rwanda = “Kwita Izina”

Canada Canada –– “Locals Know”“Locals Know”

domestic

• THERE’S NOTHING

AUSTRALIA HAS TWO KEY CAMPAIGNS AUSTRALIA HAS TWO KEY CAMPAIGNS

IN THE DOMESTIC MARKETIN THE DOMESTIC MARKET

There’s nothing like There’s nothing like

Australia Australia --

Aims to raise the Aims to raise the emotive emotive

appeal appeal of an Australian of an Australian

No Leave, No Life No Leave, No Life

Is a Is a tactical campaigntactical campaign

which aims to convertwhich aims to convert

stockpiled annual leave into stockpiled annual leave into appeal appeal of an Australian of an Australian

holiday and reholiday and re--igniteignite

Australians desire to travel Australians desire to travel

Within Australia. Within Australia.

stockpiled annual leave into stockpiled annual leave into

Australian holidaysAustralian holidays

domesticAUSTRALIA AUSTRALIA -- “There’s nothing like Australia”“There’s nothing like Australia”

There’s nothing like There’s nothing like

Australia Australia --

Aims to raise the emotive Aims to raise the emotive

appeal of an Australian appeal of an Australian

Holiday and reHoliday and re--igniteignite

••Aims to raise the emotive appeal ofAims to raise the emotive appeal of

an Australian holiday and rean Australian holiday and re--igniteignite

Australians desire to travel Australians desire to travel

within Australiawithin Australia

••Directly linked with and integrated into Directly linked with and integrated into

the international marketing campaignthe international marketing campaignHoliday and reHoliday and re--igniteignite

Australians desire to travel Australians desire to travel

Within Australia. Within Australia.

the international marketing campaignthe international marketing campaign

••Strong partnership with industry and Strong partnership with industry and

media (packages and special deals)media (packages and special deals)

••Comprehensive and integrated advertising Comprehensive and integrated advertising

campaign, using a spectrum of media, campaign, using a spectrum of media,

particularly the social media (coparticularly the social media (co--creation)creation)

•• Free industry toolkits and collateral Free industry toolkits and collateral

AUSTRALIA: AUSTRALIA:

“ No leave, no life”“ No leave, no life”

••Australians Australians have approx. 123 million days of accrued have approx. 123 million days of accrued

leave leave -- equated to approx. $33 billion in wagesequated to approx. $33 billion in wages

••Campaign developed in collaboration with Campaign developed in collaboration with

employers (benefits include health of business, employers (benefits include health of business,

employees and local economy)employees and local economy)employees and local economy)employees and local economy)

••Used integrated set of marketing tools (e.g. TV show, Used integrated set of marketing tools (e.g. TV show,

dedicated website, outdoor, print and online advertisingdedicated website, outdoor, print and online advertising

••Free employee toolkits, collateral and Free employee toolkits, collateral and

communication support, travel ideas/tips, etc.communication support, travel ideas/tips, etc.

••Focussed on various Experience Seeker segmentsFocussed on various Experience Seeker segments

•• Strong partnership with territories and local Strong partnership with territories and local

tourism organizationstourism organizations

MALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGN

MALAYSIA MALAYSIA ““ZOOMZOOM” ” CAMPAIGNCAMPAIGN

••Brainchild of the Tourism Minister (Datuk Othman)Brainchild of the Tourism Minister (Datuk Othman)

••Focussed on getting locals to look at Malaysia through “fresh”Focussed on getting locals to look at Malaysia through “fresh”

eyes and make Malaysia the “first eyes and make Malaysia the “first -- choice” tourism choice” tourism

destinations for Malaysians)destinations for Malaysians)

••Emotional appeal Emotional appeal -- given environmental and economic issues given environmental and economic issues

going on holiday in Malaysia is a “sensible” choice)going on holiday in Malaysia is a “sensible” choice)

MALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGNMALAYSIA “ZOOM” CAMPAIGN••Given the diverse population the catchy phrase “Zoom! Given the diverse population the catchy phrase “Zoom!

Malaysia “ was used to transcends language, culture Malaysia “ was used to transcends language, culture

and racial barriersand racial barriers

•• The focus is on spreading movement and benefits throughout The focus is on spreading movement and benefits throughout

the destination (routes and events)the destination (routes and events)

•• Surrounding destinations such as Singapore and Brunei Surrounding destinations such as Singapore and Brunei

are regarded as “domestic” markets for planning purposesare regarded as “domestic” markets for planning purposes

•• Powerful alliances with private sector to jointly Powerful alliances with private sector to jointly

package and promote products, attractions and events package and promote products, attractions and events

••Wide spectrum of marketing campaigns and tools Wide spectrum of marketing campaigns and tools -- A STRONG FOCUS ON COA STRONG FOCUS ON CO--CREATIONCREATION

• Ur

NEW ZEALAND NEW ZEALAND -- ““101 MUST101 MUST--DO’S FOR KIWISDO’S FOR KIWIS””

••Building on a very successful 1996 campaign, the “101”Building on a very successful 1996 campaign, the “101”

campaign was recampaign was re--launched in 2010.launched in 2010.

••Mainly championed by the AA (with the consumer in Mainly championed by the AA (with the consumer in

the driving seat!)the driving seat!)

••Interactive and focussed on coInteractive and focussed on co--creation of creation of

experiences (including voting, competitions, etc.)experiences (including voting, competitions, etc.)

••Campaign is dynamic with everCampaign is dynamic with ever--changing lists and changing lists and ••Campaign is dynamic with everCampaign is dynamic with ever--changing lists and changing lists and

updated ranking results (195 000 00 individual updated ranking results (195 000 00 individual

experience ratings)experience ratings)

••Strong partnerships with tourist and nonStrong partnerships with tourist and non--tourist tourist

stakeholdersstakeholders

••A strong focus on events /festivals spread throughout A strong focus on events /festivals spread throughout

the year and throughout the countrythe year and throughout the country

••A wide range of marketing material, ranging from TV toA wide range of marketing material, ranging from TV to

social media to bookssocial media to books

•• 101 Must101 Must--do’s for Kiwis will live on as a do’s for Kiwis will live on as a reference tool; a source for planning holidays;reference tool; a source for planning holidays;and a strong motivation for domestic traveland a strong motivation for domestic travel

PHILIPPINES PHILIPPINES –– ““PILIPINAS TARA NA!”PILIPINAS TARA NA!”

••Builds on a previous successful campaign Builds on a previous successful campaign

••Focuses on key themes throughout the destination Focuses on key themes throughout the destination (adventure, eco(adventure, eco--tourism, historicaltourism, historical--cultural, and cultural, and naturenature--based experiences)based experiences)

••Brings together many local destinations with the ai m Brings together many local destinations with the ai m ••of boosting local economiesof boosting local economies

••Comprehensive targeted campaign (TV, music Comprehensive targeted campaign (TV, music ••Comprehensive targeted campaign (TV, music Comprehensive targeted campaign (TV, music video, various performers support, celebrity video, various performers support, celebrity endorsement, etc. ) endorsement, etc. )

••Strong focus on social media (Facebook, Twitter an d Strong focus on social media (Facebook, Twitter an d You Tube) and eYou Tube) and e--marketing platform (Infoboard) wi thmarketing platform (Infoboard) withinformation being delivered via mobile phones information being delivered via mobile phones

••Focus on themed touristFocus on themed tourist--related special events related special events and festivals. and festivals.

••Major emphasis on partnerships and collaborative Major emphasis on partnerships and collaborative campaignscampaigns

bRWANDA RWANDA -- ““KWTIA IZINAKWTIA IZINA””

••Together with key focus on three highTogether with key focus on three high--yield yield segments (explorers, ecosegments (explorers, eco--tourists and individualtourists and individual

business travellers), there is a strong business travellers), there is a strong domestic tourism drive (to avoid overdomestic tourism drive (to avoid over--reliance reliance on international visitors on international visitors -- threat of core threat of core attraction attraction -- mountain gorillas)mountain gorillas)

••Goals of domestic tourism: Goals of domestic tourism:

= National pride and social/economic benefits= National pride and social/economic benefits= = Economic development Economic development (non(non--five star facilities five star facilities

and better spread throughout the year)and better spread throughout the year)= = Expanding Rwanda tourism Expanding Rwanda tourism (local investments, (local investments, = = Expanding Rwanda tourism Expanding Rwanda tourism (local investments, (local investments,

developing new products and experiences )developing new products and experiences )

••Three key domestic marketsThree key domestic markets

•• Rwanda nationals Rwanda nationals (radio, Mountain Gorilla Rally/ (radio, Mountain Gorilla Rally/ Peace Marathon, Annual Gorilla Naming Peace Marathon, Annual Gorilla Naming Ceremony)Ceremony)

•• Rwanda ExpatsRwanda Expats : (embassies, discounted offers: (embassies, discounted offerssimilar to nationals) similar to nationals)

•• Rwanda Diaspora Rwanda Diaspora (participation in international (participation in international events, diaspora, conventions, embassies, etc.)events, diaspora, conventions, embassies, etc.)

CANADA: CANADA: ““Locals know” Locals know”

•• Initiated and driven by the Canadian Tourism Commis sion

• A strong national integrated campaign, involving pu blicand private sector stakeholders down to local level s

• Focus on encouraging Canadians to seek out new and exotic experiences – the source – Canadians themselve s ….because LOCALS KNOW best!

• Comprised of print, online, display and social medi a aspects

• Had three key target audiences (consumer, trade and media)

• Upload of photos on dedicated website ( www.localsknow.co ) -the “ultimate upload” that could win participants a vacation to one of the site’s locations

• Special packages and deals by private sector (e.g. Air Canada)

• Strong focus on social media (A Twitter feed featuring daily photos and promoting the contest; a Flickr gallery; Quiz about local spots with scores on a Facebook Wall; and a YouTube channel that plays to out-of-country visitors in ad ditionto Canadians

••

•Canadians embraced the idea and uploaded more than 5000 sites from every corner of the country

•During the period June 1 to July 31, 2009 the siteclocked nearly a half a million visitors looking at the more than 5,000 “secret” spots.

•The campaign converted an estimated 2.7 mil. Canadi antravellers ($705 million in tourism revenue) with travel intentions into solid travel plans

CANADA: CANADA: ““Locals knowLocals know”: Some of the impacts ”: Some of the impacts

travel intentions into solid travel plans

• Approximately 405, 000 Canadians chose to plan domestic vacations instead of going to destinationssuch as the US, Caribbean and Mexico

• Free contests were run by two TV stations (CanWest and CTV) to leverage off the campaign

• The “Locals Know” campaign was named as one of the top travel marketing campaigns in the world by Forbes.com (more than 130 articles written about i t).

MEMPHIS,USA MEMPHIS,USA -- ““ Be a tourist in your own hometownBe a tourist in your own hometown””

KENTUCKY, USA KENTUCKY, USA -- ““Discover your own backyardDiscover your own backyard””

Successful domestic Successful domestic

campaigns are campaigns are championed championed

from the top from the top (ideally by the (ideally by the

Minister responsible for Minister responsible for

tourism)tourism)

Strong partnerships and Strong partnerships and

collaborative initiatives are collaborative initiatives are

undertaken with all undertaken with all

appropriate stakeholders, appropriate stakeholders,

including the media including the media

KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL

DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -- PLANNINGPLANNING

tourism)tourism)

Domestic campaigns are Domestic campaigns are

underpinned by underpinned by wewellll--

planned and integrated planned and integrated

plans and strategies plans and strategies

The domestic The domestic

strategy is strategy is seamlessly seamlessly

integrated integrated with the with the

international strategy international strategy

There is a strong There is a strong

focus on focus on SMME SMME

and community and community

engagement engagement and and

beneficiationbeneficiation

Experiences are provided Experiences are provided

that focus on the that focus on the five five

senses senses

Tourists are Tourists are engaged engaged in in

excitingexciting, , entertaining entertaining and and

educational (3 e’s)educational (3 e’s)ways ways

Festivals and Events Festivals and Events

KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL

DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -- THE EXPERIENCE THE EXPERIENCE

Domestic Domestic campaigns campaigns

have both a strong have both a strong rrationalational and and emotionalemotional

appealappeal

A A wide spectrum of wide spectrum of

marketing tools marketing tools are are

utilized (particularly utilized (particularly

the social media) the social media)

KEY FEATURES OF SUCCESSFUL KEY FEATURES OF SUCCESSFUL

DOMESTIC TOURISM CAMPAIGNS DOMESTIC TOURISM CAMPAIGNS -- MARKETINGMARKETING

There is appreciation that There is appreciation that

there are there are wide spectrum of wide spectrum of

market segments in the market segments in the

domestic market domestic market -- Some of Some of

which are domesticwhich are domestic--specific specific

Domestic tourism is regarded Domestic tourism is regarded

as a catalyst for converting as a catalyst for converting

locals into “personal”locals into “personal”

and destination marketersand destination marketers

Local champions and Local champions and

opinion leaders/ opinion leaders/

celebritiescelebrities are used as are used as

brand ambassadors for brand ambassadors for

the campaignthe campaign

segmentssegments

which are domesticwhich are domestic--specific specific

and some that are seamlessly and some that are seamlessly

integrated with international integrated with international

segmentssegments

VFR segments are VFR segments are

leveraged leveraged as key as key

catalysts for catalysts for

domestic tourismdomestic tourism

“A great wind is A great wind is

blowing that gives blowing that gives

either imagination either imagination

SOME FINAL FOOD FOR THOUGHSOME FINAL FOOD FOR THOUGH

ON DOMESTIC TOURISM ON DOMESTIC TOURISM

either imagination either imagination

or a headacheor a headache””

- Catherine the GreatCatherine the Great

“What got us to “What got us to yesterday and todayyesterday and today , , might not get us tomight not get us to

AND VERY FINALLY! AND VERY FINALLY!

tomorrow”!tomorrow”!

THAT’S ALL FROM ME THAT’S ALL FROM ME

FOR NOW!!!FOR NOW!!!