Transcript BRITISH BUSINESS GROUP - MACEDONIA (BBG-M)

Ray Power
British Business Group
Macedonia
www.bbgm.co.uk
What Makes a Tourist Destination Successful?
A Popular Destination
A Strong Brand
KNOWLEDGE
ESTEEM
RELEVANCE
DIFFERENTIATION
The Ingredients for a Golf Tourism Industry…
…NATURE
Profile of the Average Golf Tourist in Europe
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Male
British, Swedish or German
Middle-Upper Class (High-Income Demographic)
Between the ages of 46 – 60
Company Owner or Senior Executive who makes more than two golf
vacations per year
Stays in accommodation 3* or above
Vacations in pre or post summer months when temperatures are cooler
Spends 20% - 40% more money per day than other tourists
Source: MacInvest/National Bank of Macedonia
Current European Market Size
2 Billion Euro Per Year
Industry Growth 2.5 times that of traditional leisure
industry
Cypriot Government
Extract from the Proceedings of the Meeting of the Council of Ministers, Dated
16/02/2005
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The purpose:
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“…to upgrade the image of Cyprus as a qualitative tourist
destination and contribute towards the enrichment and
diversification of the tourist product…”
The developments:
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“…will be of high aesthetics and technical level…to attract quality
and high end tourism in Cyprus and safeguard the financial profit
for the economy…”
Applying the Basics to Brand Building
DIFFERENTIATION
Outperform Existing Choices
RELEVANCE
Culturally Rich Macedonia
ESTEEM
Technical Excellence
KNOWLEDGE
Promote through club networks
A “Good Destination” in the making?
Target the Wealthiest Tourist Category &
Increase Foreign Investment all in One Strategy
Thank You