Last week I was teaching a course in Lithuania Tourism Marketing specially created to help tourism authorities of this country to increase the number of tourists coming to their land.
Lithuania, like many European countries have problems with the fall of the Russian market. Where appropriate, in particular, they have lost 4% of gross domestic product because of the boycott of Russia to Europe and the sanctions imposed by the EU to Russian companies.
A level of tourism the negative effect of the anti-Russian campaign is even more worrying because tourism revenues have fallen by 34% in 2015.
So this training was really important to them and their tourism strategy both publicly and privately.
Sell experiences rather than sell products or services
Since the WTO (United Nations agency dedicated to developing countries through sustainable tourism) and the foundation ThemisA three-day course was prepared to treat them the following:
- New emerging markets. So Lithuania as a destination and tourism enterprises in Lithuania from recognizing further the markets that are now growing and can provide more tourists.
- Practical workshop on creation of tourist experiences. In this workshop we show how we can create experiences that will last in the memory of visitors and attendees worked on creating experiences thinking especially tourists from emerging markets that had worked the day before.
- Practical workshop on Digital Marketing for tourism entities. This workshop shows how the main tools of digital marketing work, both to attract traffic to a website to make and also to monitor the effectiveness of campaigns. Students actively participated in the implementation of actions to publicize the experiences created the day before the first day of the analyzed markets.
Everything was good. The assessment of the course by the students was very positive and the truth is that the experience of teaching this workshop in Lithuania has also been very enriching. Lithuanians are a great people, somewhat shy, even with vestiges of the era in which they were part of the extinct Soviet Union, and eager to learn and to get a place on the world tourism.
I called attention to 2 things:
- Los lituanos están obsesionados (sin que este sea un término negativo) en el turismo de raíces. El primer día de clase, cuando analizábamos los mercados emergentes y los asistentes debían definir segmentos de mercado y debían crear las “personas” asociadas a esos segmentos, todos los grupos se centraron en atacar a los descendientes de lituanos que son residentes en estos mercados emergentes. Es algo con lo que no me había encontrado nunca en clase… tanta concentración y tanto esfuerzo en el turismo de raíces y en “traer a casa” a los descendientes de lituanos emigrados.
- Los lituanos son súper católicos, pero les encanta ser los “últimos paganos de Europa”. Todos los grupos de trabajo que creamos entre los asistentes al curso, en algún momento, trataron el tema de crear un conjunto de experiencias relacionadas con el hecho de que fueron la última nación europea en ser cristianizada. “The last pagans”… suena a película… igual se deciden ha hacer algo así… no sé…
Anyway ... an experience. repeat I hope to, and that is to further expand the share of digital marketing, as both attendees hotels, like the managers of destination who came to the course, left wanting to know more and go deeper into the tools that we show .
Here I leave with an image gallery with some photos of the course.
Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.