USAID CAPS Tourism Strategic Directions Steering Committee Meeting

1. USAID CAPS Tourism Strategic DirectionsSteering Committee Meeting Scott Wayne With inputs from Michelle Morgan and Armine Israyelyan May 11th, 2006

2. Agenda • Purpose of meeting • Tourism Assessment Report Results • Key Action Areas Objectives • CAPS Tourism Actions to date • Next steps CAPS Strategy

3. Purpose of Meeting • Discuss CAPS and Steering Committee tourism strategy and next steps.

4. CAPS Tourism Assessment Report Highlights Four Key Action Areas Identified 1) Improved product development, promotion, marketing and research 2) Better quality human resources, associations and institutions 3) Improved access and facilities 4) Better business environment

5. Working Groups Task Forces? • Led by Steering Committee, Armenian Tourism Industry becomes more competitive through actions in: • Marketing and Promotion • Workforce Development • Infrastructure • Advocacy and Public Policy

6. CAPS Tourism Needs Assessment and Baseline Industry Data, which involved industry-wide survey. Assisted with the establishment of the Armenian Culinary and Restaurant Association. Assisted with establishment of the Armenian Hotel Association. (Steering Committee) CAPS Tourism Activities: January-May 2006

7. CAPS Tourism Activities continued • Pilot project launched in Dilijan (Infrastructure Working Group) • Research on tour operator licensing, in progress (Advocacy WG) • Launchedworkforce skills assessment for the tourism industry. • Research on foreign operators for future product development and marketing activities. • Training of BSPs on Tourism Marketing (May 11-12th).

8. Proposals Received by CAPS • Proposal from MTED for a market survey. • Proposal from the Armenian Tourism Association to organize an international conference on tourism in Armenia targeting travel media. • Proposal from ATDA for printed materials, especially for trade fairs. (Marketing WG) • Proposal from ATA on improvement of education and training in tourism. (Workforce WG) • Proposal from Tourism Institute for two books and one set of conference proceedings, including a CD on youth routes. (Workforce WG) CAPS Guidelines for Unsolicited Proposals being developed.

9. CAPS Actions January-May 2006 CAPS Assessment March 2006 Steering Committee & Working Groups 2020 Tourism Report Stakeholder Meetings Tourism Laws, Policies, and Regulations CAPS Roadmap for assisting tourism development in Armenia

10. What? Which? How? When? Key Questions • Which markets to target • What types of products to develop • Which destinations and attractions to develop • What accomodation capacity, tourist services, workforce skills and supporting infrastructure to develop • How to promote the product

11. Next Steps

12. CAPS Strategy: From Roadmap to Action Focus on Specialty Travel Niches: History, natural and cultural heritage Soft adventure, outdoor sports Inn-to-inn, B&B trail, Heritage Route Rural tourism, agro and community tourism Responsible tourism, eco-tourism, Geotourism Ethnic, Diaspora tourism Regional tourism (Caucasus, Silk Road) Special Interest Tours + Business Travel

13. Armenia as a National Geographic Geotourism Destination? Tourism that sustains or enhances the geographical character of a place—its environment, culture, aesthetics, heritage, and the well-being of its residents.

14. How? CAPS Strategic Tourism Toolkit Key CAPS/Industry Actions: • Marketing and Promotion • Workforce Development • Infrastructure • Advocacy/Public Policy Objectives Dilijan Pilot Project: Local Cluster, Support for Dilijan Tourism Association, Trail Development, Info Office

15. Objectives Objective #1: Improve Product development, promotion, marketing and research. Objective #2: Better quality human resources, associations and institutions Objective #3: Better Access, Facilities and Safety Objective #4: Better Business Environment

16. From Objectives to RecommendedPossible CAPS/Industry Cooperationand Actions

17. Objective #1: Improve Product development, promotion, marketing and research • Marketing & Research • Set up Brochure stand/information kiosks at key locations • Improve Web marketing portal and online bookings • Conduct Airport survey • Conduct comprehensive Inventory • Focus on product development • Assist with development and tour operator linkages • Organize Buyer training (familiarization trips) • Create Intranet/Extranet for tour operators and suppliers

18. Objective #1 continued… • Special events • Use World Tourism Day, September 27th for industry advantage • Business to business events • Investment promotion • Establish Tourism Development/Investment Fund • Create Prospectuses on investment opportunities

19. Objective #2: Better quality human resources, associations and institutions • Conduct Skills Assessment • Create Training Strategy • Organize Training • Tourism Marketing • Food safety • Guides • Internships • Tour Operator staff • Support Association development • Exchange experiences with international associations.

20. Objective #3: Better Access, Facilities and Safety • Improve Access • Improved airport facilities • Rest stops with crafts and cafes • ATMs in marzes • Improve Tourism safety measures • First Aid training and certification

21. Objective #4: Better Business Environment • Improve Association advocacy skills • Reduce visa requirements and prices • Increase public budget • Visa fees, departure tax, VAT, matching funds • Review tourism laws, decrees, and regulations • Expand investment and tax incentives

22. When? • Now! • Cluster Meeting, Tuesday, May 16th • Task Forces to be formed based on work plan developed by CAPS in consultation with Steering Committee. • Friday May 26th for feedback from Steering Committee

23. Yahoo user group http://groups.yahoo.com/group/Armenia_Tourism_Cluster/

24. Questions and Comments