Supporting Global Development through Sustainable Tourism

Wednesday, 26 June 2013 00:00

Understanding the Role of Tourism Development in Tourism Marketing

Written by Chris Seek

Even though Solimar began as a tourism marketing agency over 11 years ago, we quickly realized while supporting undiscovered destinations in Costa Rica, Jamaica, Panama, Mongolia, Romania, and West Virginia that destinations need more than just marketing to be successful. Most undiscovered destinations are also under-developed. That’s why we love working in these types of destinations. We know there is a huge market of travelers looking for opportunities to escape crowds of tourists and travel off the beaten path, and we love connecting them to these hidden gem destinations.

But to attract these types of travelers (or any travelers), a tourism product must exist. 

What are you going to do when you get there? Where are you going to stay? Where will you eat? How will the local residents treat you as a visitor? Will they welcome you? What will the service be like at the front desk or in the restaurant? Will your guide be knowledgeable and entertaining? Is the equipment you are using safe? Is the destination clean or littered with trash? Is there enough to do for more than one day?  

These are all elements that make up the visitor experience and create the tourism product. When a tourism destination is undeveloped, rarely is anyone in charge of helping bring the industry and residents together to address all of these issues and help create a holistic tourism experience. This leads to either a destination never realizing its full tourism potential or, worse, a tourism industry that develops unplanned with each sector only working toward their own good instead of the good of the whole destination.   

So what is the role of a tourism development organization in tourism marketing? We work with a lot of destination marketing organizations (DMOs) that believe their only role is to market the destination. But these same organizations are also charged with opening new markets, spreading tourism beyond the “must see” sites, and helping visitors find undiscovered destinations that provide economic benefits to rural communities. You can’t do this without helping develop new tourism products and destinations.

Let’s look at an example right here in the U.S. Travel Oregon is not only doing a fantastic job marketing the incredible tourism offerings in Oregon, but they are also growing Oregon’s tourism industry by supporting the development of tourism destinations and products that can attract new markets. Travel Oregon’s consumer website is world class, but what impresses me even more is their industry website. It’s designed to communicate directly to their industry partners and residents about the importance of tourism and the many ways Travel Oregon can help them develop their tourism business or develop tourism in their communities. Through their Rural Tourism Studio, which offers training programs, matching grants, and marketing support, the program helps bring community members together to develop tourism on their own terms, in a way that ensures tourism will not destroy their unique sense of place.

Take a moment to watch this video from Travel Oregon that summarizes this approach to destination development. What I love most about this approach is that no one from Portland is telling this local community what or how to develop their destination. Instead, they facilitate a process to bring people together and provide tools, education, and grants to make it happen. Watching this video makes me want to visit Oakridge, an undiscovered destination that is developing a tourism experience that I know I will enjoy.

Wondering how to get started developing your tourism destination? We can help. Solimar’s tourism development services range from destination strategyproduct developmentworkforce trainingroute/circuit developmentinvestment promotion, and marketingContact us now to learn how we can help develop your undiscovered destinations!

Published in General
Tuesday, 06 January 2015 17:55

From Three Hours to Three Days in Bethlehem (The Original One)

Written by Simon Jones

When I first told people that I was heading to Bethlehem to help develop a strategic plan to grow visitation from roughly half a day to multi-day visits, most people thought I was talking about Bethlehem, Pennsylvania. 

It was, in fact, the original Bethlehem in Palestine, but it was an easy mistake to make. If you Google “Bethlehem”, very little travel information can be found on the historic birthplace of Christ, but there are many results on the Pennsylvania town, as well as many other towns with the same name. 

Bethlehem town
The Town of Bethlehem from the Church of the Nativity and Manger Square

Our job is to work with tourism stakeholders in Bethlehem to develop a vision, action plan, and identify specific investment promotion opportunities for tourism that will help promote the region and extend the length of time people stay in the area from about half-a-day to two or three days. The longer people stay, the more they will spend and have a positive economic impact on the people of Bethlehem. 

Luckily we are not starting with a blank slate, at the present time visitors to the region focus on two main attractions: The Church of the Nativity, where it is said Christ was born, and Shepard’s Fields.  

Bethlehem Nativity
Grotto under the Church of the Nativity, marking the spot where Jesus is said to have been born
Bethlehem shepards fields
Shepard’s Fields

However, in addition to these important sites there is a lot more to see. Among the region’s major attractions are the UNESCO World Heritage site known as the ‘Land of Olives and Vines,’ a hiking trail through ancient Roman terraces; the desert Monastery of Ma Saba; and the ruins of King Herod’s Palace. The food is also a tasty mix of Mediterranean and Arab cuisine, the culture demonstrates the area’s long and varied history, and the people are among the most welcoming I’ve met. All in all, it is a destination well worth visiting for more than just a couple of hours. 

Bethlehem Land of olives and vines
Land of Olives and Vines – Battir Valley Hike
Bethlehem monastery of Ma saba
Desert Monastery of Ma Saba
Bethlehem Herods palace
Ruins of King Herod’s Summer Palace

To learn more about Solimar International, please visit our website.

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