Project title: Tourism Promotion to New Markets – TPNM
Programme: IPA Cross-Border PROGRAMME “Greece – Albania 2007-2013”
Programme website: http://www.greece-albania.eu/
The Tourism Promotion to New Markets project (TPNM) comes to address issues emanating from the difficulty of Cross Border (CBC) areas to increase their competitiveness as a common tourist product.
The current situation exhibits a lacking of an integrated tourism marketing strategy as there are many partial operations, sites/systems of limited capabilities and outdated technology, especially when one considers the recent shift of interest in social media and the wider use of mobile phones. Given the expansion of e-tourism market and the corresponding reduction of conventional distribution channels, the current situation requires immediate and concerted action to upgrade the electronic display, management and distribution of the tourism product.
The international practice and experience in marketing management of touristic destinations requires centralized management of information for each destination through advanced and technologically state of art portals that provide geo-localized information.
The project aims to unify the touristic product of the CBC area for increasing the visibility of its touristic potential and promote its attractiveness not only to domestic and EU markets but also to new touristic origins (Russia, Japan, China), while strengthening tourism business ties in both sides. To that end, five partners from Greece and Albania have joined forces to create the conditions of a unified touristic product of the cross border area, capable of stimulating touristic development.
The partners will develop an integrated web-based tourism platform which will host all the information about tourist attractions, activities and amenities of the area that nowadays is dispersed in various sites both CBC sides. It will also incorporate a graphical presentation of monuments/interesting sites of the CBC area will use uploading on Google maps and extensive translation to languages of new tourist markets. It will also incorporate technology state of art tools, including applications for mobiles and social web media. For the best design and use of these instruments, a marketing media plan will be conducted.
In addition, business to business meetings (including targeted visits in Japan, China and Russia) will help to identify common opportunities-threats and to formulate a common strategy for the promotion of the touristic product of the area. In this dimension, having created a platform and strengthen from operational aspect, the touristic product of the area, the participation of partners to exhibitions will target to the attraction of tourists, especially from new markets. At the end of the TPNM the CBC area will have acquired an important tool integrating for the first time digitalization of all the existing sites, endorsed important synergies between tourism stakeholders for the development of a common touristic product, while it will enjoy a competitive advantage in penetrating in new markets-possible tourist origins.
Finally, the project’s objectives and results will be communicated through a strong communication plan, including newsletters, press releases and conferences held in both sides of the border.
1. Corfu City
3. BIC Epirus
4. Region of Vlora
5. Albanian Tourism Association