Destination Representation

Our belief is that representing a destination requires just as much strategic planning, effective management and sheer hard work as any well-run commercial enterprise.

Our success has been due to the importance we attach to fully understanding the aims and objectives of our client, providing creative but practical solutions and competently adapting these into relevant actions suitable to each market and each market sector.

There is no doubt that countries, states, provinces, regions and cities can all benefit from well targeted representation. In our experience, destinations most frequently want to achieve one or more of the following key objectives:

 

To increase the total number of visitors to the destination from all market sectors (leisure, business, conference, incentive, visiting friends & relatives). To increase the number of visitors during the low and shoulder seasons. To encourage travel to less popular regions within the destination. To change the popular conception of a destination by emphasising particular aspects of an image, such as its ”quality and diversity”, its ”accessibility” or its ”value for money”. To increase the average revenue per visitor, which often involves targeting higher spending sectors within each market sector. To generate revenue in direct response to local governmental or commercial investment, for example: a) targeting conference and exhibition markets following improvements to the local convention infrastructure; or b) the need to ensure that tourism revenue increases after a destination has hosted a high profile and, no doubt, high cost national or international event.

There are of course many other objectives, but most have their roots in one of the above. All these can be traced back to the primary need to generate more local income from the expanding business of international tourism.