Author: SolimarInt

Solimar International is pleased to announce that we have signed a three-year contract to represent the Myanmar Tourism Federation (MTF) in North America. Together, MTF and Solimar will work to position Myanmar as an exciting, exotic and undiscovered destination for North American tourists.

Myanmar has an untouched quality that gives visitors the experience of feeling like they are the first to stumble upon its floating gardens and golden temples. In order to maintain this feeling of novelty, we will work with MTF to support sustainable, long-term growth for the Myanmar tourism sector by attracting high-value, low impact tourists to minimize tourist influence on Myanmar’s fragile environment.

OUR OBJECTIVES

Specifically, Solimar’s objectives are:

  1. To effectively communicate the unique selling points of Myanmar to North American trade, media and tourists
  2. To ensure that the Myanmar message reaches a receptive audience
  3. To increase the number of North American tourists and their length of stay in Myanmar, and to create repeat visitation
  4. To support market access for Myanmar’s small and medium sized enterprises

OUR APPROACH

Solimar is taking a five-pronged approach to provide marketing representation to MTF. 

  1. We will open an MTF office in Washington, DC that will respond to inquiries from tourists, travel trade, and media. The MTF office will regularly meet with the Myanmar Embassy in DC to identify potential areas of collaboration. 
  2. We will work with media to identify compelling storylines and host press trips for top journalists. As North American tourists are consistently inspired by stories in the media, it is vital that these stories reflect Myanmar’s unique characteristics accurately. 
  3. We will work to develop strong partnerships between Myanmar inbound tour operators and outbound North American operators. In order to do this, Solimar will organize familiarization trips to ensure that North American tour operators have experienced Myanmar firsthand, creating passionate brand ambassadors and educated sales people. Furthermore, Solimar will work with trade operators currently selling Myanmar to ensure that they are up to date on new niche activities, and are able to market the destination with the accurate, remarkable content they need.
  4. We will work to optimize Myanmar travel and create a robust online presence for MTF. This will include content creation around a trade and media page, as well as the creation of a simple social media strategy for Facebook and Instagram. 
  5. We will attend strategic trade events in North America on behalf of MTF in order to meet with trade and media partners to build relationships.

Both Solimar and MTF are committed to ensuring that tourism continues to provide an important contribution to Myanmar’s economy. The Minister of Hotels and Tourism, H.E. Htay Aung has referred to the partnership as a “milestone in our history.” Solimar is also very excited about this opportunity to help market one of Asia’s most unique up-and-coming travel destinations.

In July 2013, the Rwanda Development Board (RDB), the managers of Rwanda’s parks and tourism assets, contracted Solimar to assess the feasibility of creating an independent organization to take on management of the country’s parks and tourism assets as well as create a business plan for the proposed entity.

RDB is a government organization with the mission to transform Rwanda into a dynamic global hub for business, investment, and innovation. As such their focus is on economic development across all sectors of Rwanda’s economy. The RDB recognized that they needed to take a new approach to management of the country’s parks and tourism assets outside of their existing structure and had formulated a concept to establish a new organization to achieve this goal.

After an initial assessment, Solimar spent several months conducting a feasibility analysis of RDB’s concept. During this phase, Solimar worked extensively with RDB staff and other stakeholders in the tourism and conservation sectors to tackle a series of questions and create a common understanding of the concept proposed by RDB.

The major questions included: what did RDB and local stakeholders want for the future of tourism and their national parks and how did they see it being sustainably managed and successful for both conservation and the national economy. Stakeholders involved included tourism industry leaders and conservation organizations.

These conversations and Solimar’s analysis eventually led to a proposition, that RDB would transfer management and operations of two of its three national parks (the third being already independently managed by African Parks Foundation) and tourism assets to an independent organization, ‘The Rwanda Parks and Ecotourism Trust,’ that would be owned by RDB but able to operate independently to manage the parks and tourism assets on behalf of the country.

The feasibility report was used as a template for RDB and other stakeholders to review and comment, and then for the creation of a business plan, which provided the rationale, strategy, financial projections, and an implementation plan for the creation of the new organization. The proposed ‘Rwandan Parks and Ecotourism Trust’ will, if approved by the Rwandan Cabinet, be set up as a corporation under RDB and aim to increase efficiency and returns while remaining a leader in conservation and high quality ecotourism.

We are happy to announce that the innovative business plan Solimar created with our Rwandan partners was approved by the Senior Management of RDB in September, 2014 and the recommendations in the report will be submitted to the Rwanda Cabinet for review and approval. If approved, Rwanda will establish a new and innovative model for park management, conservation and tourism in the region.

What is Integrated marketing & why does it matter?

 

Integrated Marketing is a strategy that reinforces your company’s ultimate message and is consistent across all communication platforms. It is important because consumers are present online as well as offline. In the tourism industry, in order to be competitive, you need to be where the traveler is and create relevant content that travelers trust. Unifying all channels of communication is key to having an effective marketing plan. Solimar International’s approach to integrated marketing (or inbound marketing) does exactly this, and much more!

 

 

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Here are 7 key components of a great marketing program:

 

+ Brand Analysis – Prior to implementing a campaign, Solimar will provide you with a brand analysis containing actionable recommendations to improve your look and focus your message. Our in-house design team can also help you update or refresh your current brand and logo.

 

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+ Marketing Strategy – After a thorough analysis, an integrated marketing strategy is developed and will serve as a roadmap for the implementation of the integrated marketing program, which is tailored to the needs of a specific consumer. The strategy will integrate current and targeted use of all channels: social media, search engine optimization, blogging, content, public relations and trade relations.

 

+ Website and Content Development – Once a consumer finds your website, the goal is to make it so captivating that they want to stay on the site, engage in your content and share it with others. Developing a contant calendar and assigning content generation resposibilities will help you decide the type of content to post, where you will post it and how frequently. We know your day is already full, so Solimar helps engage your team, so that everyone participates in the content generation process.

 

+ Social Media Strategy and Blogging – Social media gives you a place to talk to your consumers before they travel, while they’re on their trip and after they have returned. Social media strategy encompasses social networks, blogs, micro-blogging sites and third party sites. Solimar will help you determine the best channels to use for your target markets, and what content to post.

 

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+ Creative Campaigns – With all pieces of your marketing foundation in place, Solimar will implement a series of creative campaigns and sweepstakes designed to draw visitors to both your site and social media platforms while synchronizing your marketing message and brand value for maximum effectiveness.

 

+ PR/Media Outreach Strategy – Solimar will help you employ simple but effective monitoring tools and indicators to allow you to identify influencers in your market. Then you can “listen” to the conversations taking place online, join ongoing conversations, build trust, and demonstrate expertise. Solimar will also help you develop a database of contacts and design effective outreach campaigns to reach local and international media, relevant bloggers, guidebooks and sales intermediaries.

 

+ Trade Distribution Strategy – If you work with business to business sales, Solimar will help you take your relationships online by developing a dynamic database that tracks all communication with trade partners; from the initial email/call, to in-person meetings at trade shows, and shares on social media sites by each partner.

 

A great example of an Integrated Marketing project that Solimar has implemented is the Namibia Online Campaign. The goal of this campaign was to ensure the necessary tools and capacity to combine online marketing activities with their current overall marketing strategy.

 

Solimar was able to increase quantity and quality of Namibian tourism information, created a globally integrated virtual marketing team to implement online cohesiveness, as well as significantly increased worldwide knowledge of Namibia as a tourist destination. Click on the picture below to check out the Namibia online website:

 

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Also, click on the image below to see Namibia’s Facebook page:

 

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Solimar’s integrated marketing program strategically focuses on attracting the traveler consumer and ensures that all messaging and communication strategies are unified across all channels. Solimar believes that marketing is about coordinated marketing strategies and tactics that earn people’s interest, instead of trying to buy it. For more information, contact us and read more on What we do. Also, click on the images below for more tips on inbound marketing and website design!

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1. Where are we?

After you have identified an area prime for destination development, one of the next steps should be conducting a destination tourism assessment. This assessment will provide an analysis of the competition in your region as a tourist destination and help implement the steps you need to take for your tourism planning.

The market ultimately decides the boundaries of a destination as well as it’s physical and cultural limits, which is why you should keep in mind the following:

  • Attractions: What draws people to this destination? The culture, the biodiversity, landscapes, architecture, history, agriculture, festivals etc.

  • The Environment: The climate, safety, what are the cultures, religions, infrastructure, resources, facilities, services, etc.

  • The Policies: Government type, laws, you need to know what you can and can’t do when developing a tourism plan.

  • The Competitors: What is being implemented in your destination already? What are neighborhoring destinations offering?

  • Key Stakeholders: Who will be involved in tourism activities in this destination? How should they be involved in the planning stage?

  • Potential & Opportunities: In what areas can further development be useful? Is there untapped potential in the destination? 

You can learn more about destination assessments and read about assessments Solimar has completed here: http://bit.ly/1kMaQjM.

2. Where do we want to go?

After assessing the destination, you can move toward the planning stage. One of the most important aspects of planning is visioning. You need to have an ultimate vision for the destination. This vision will help you set goals and determine how your destination can acheive the desired outcomes. These goals should be attainable and feasible, some examples are:

  • Increased visitation

  • Higher sales

  • Increase awareness of destination among target markets

  • Increase awareness of vision (eg: ecotourism, community-based tourism, protect natural resources, improve water quality, help local economy) among target markets

  • More tourism products offered

3. How do we get there?

After creating a vision for your destination, the real work begins. How do you get where you want to go? In order to reach your vision and meet your goals, you need to create strategies and tactics that will engage community members & key tourism stakeholders while raising awareness among your target markets to drive sales & visitation. Here are a few inititiaves you might need to reach your goals:

  • Get community involvement from key tourism stakeholders

  • Focus on the creation or improvement of tours, lodging, attractions, events, and visitor services that can enhance the visitor experience. This in turn can increase your opportunity to attract investments.

  • Set up social media platforms & integrated marketing efforts

  • Implement marketing contests and campaigns.

  • Create partnerships with investors, government agencies, etc. 

If you follow these general guidelines, your tourism plan should be effective. Remember to monitor and evaluate your plan by collecting data and analyzing the success of the destination initiative. For more information on tourism plans, please contact us! Solimar offers strategic planning services which include destination assessments, tourism marketing strategies, and many more services which you can read about in this section: http://bit.ly/1n2q05t

 

Has your destination just completed a marketing training exercise? Or maybe you’ve just begun creating a new marketing campaign? Or perhaps you are even in the weeds of implementing a marketing plan. No matter where you are in the process, it’s important to make sure you aren’t leaving out the final key step of marketing planning: measuring & evaluating.

There are four basic questions you should ask while creating and implementing a marketing plan. During the planning stage, the strategy is concerned with “Where are we now?” and “Where could we be?”. These questions help determine the direction your marketing plan should pursue. “How do we get there?” focuses on the practical steps and objectives that will help you reach your marketing goals and move the firm towards the desired direction.

The final question, although sometimes overlooked, is perhaps the most important, “Are we getting there?” This last step is concerned with measuring and evaluating results and progress, and it is crucial for the following 3 reasons:

1) Regular Accountability of Marketing Activity

The tools to measure & evaluate marketing efforts are very necessary. Having metric systems in place allows a firm to track all of its marketing activity and growth. This information is vital as it helps a firm conduct analysis on the performance of various marketing channels and campaigns, and see if they’ve materialized in sales. A metric system can be as simple as an excel spreadsheet recording all of the marketing activity. For example, see a sample social media tracking spreadsheet below:

2) Overall Performance Indication

The marketing activity can be analyzed using KPIs – Key Performance/Progress Indicators. The Key Performance/Progress Indicators are designed alongside tactics in the planning stages to understand how the success will be measured. Gathering marketing activity allows a firm to compare the real time data with the targets they set out to achieve. An example of the key performance indicators is as following:

3) It informs new strategic direction and tactics

Upon comparison a firm can identify which marketing tactics are working and which are not. The metrics also allow a firm to evaluate the factors that led to the growth of sales and those that deterred it. This information allows the firm to change it’s strategic course if required, change tactics and/or implement new ones, and lastly, allows a firm to improve it’s opportunity pipeline.

Solimar International provides an array of services, including comprehensive marketing training for our clients. As part of our marketing training, we help design key indicators to measure & evaluate the success of a firm’s marketing efforts. Learn more about how we can be at your service at the following here

“We rely confidently on Solimar's deep technical experience and professionalism as tourism consultants. You always are exceeding our expectations.”
Leila Calnan, Senior Manager, Tourism Services Cardno Emerging Markets

Contact us

  • Address

    641 S Street NW, Third Floor
    Washington, DC 20001
  • Phone

    (202) 518-6192