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Sudan Tourism for Peace

Sudan Tourism for Peace. Dr. Rich Harrill Director International Tourism Research Institute University of South Carolina. World Travel and Tourism Demand. Expected to grow 4.6 percent and total US $6.5 trillion in 2006

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Sudan Tourism for Peace

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  1. Sudan Tourism for Peace Dr. Rich Harrill Director International Tourism Research Institute University of South Carolina

  2. World Travel and Tourism Demand • Expected to grow 4.6 percent and total US $6.5 trillion in 2006 • Ten-year growth (2007-2016) forecast is 4.2 percent per year illustrating strong long-term growth World Travel & Tourism Council, 2006-2007

  3. World Travel and Tourism Visitor Exports • The continued strength of international tourism is expected to push visitor exports to nearly U.S. $900 billion in 2006 or real growth of 6.5 percent World Travel & Tourism Council, 2006-2007

  4. World Travel and Tourism Gross Domestic Product • Travel and tourism’s contribution to the world economy is illustrated by the direct industry impact of 3.6 percent of total GDP and the combined direct and indirect impact of the travel and tourism economy is expect to total 10.3 percent in 2006 World Travel & Tourism Council, 2006-2007

  5. World Employment • The travel and tourism economy is expected to create nearly 10 million new jobs in 2006 for the world economy for a total of 234.3 million jobs dependent on travel and tourism or 8.7 percent of total employment World Travel & Tourism Council, 2006-2007

  6. How Do You Rank? • Out of 174 countries: • 95th in absolute size • 126th in relative contributions to national economy • However, • 6th fastest growing between 2006 and 2015, ahead of Vietnam and behind Croatia World Travel & Tourism Council, 2006-2007

  7. Travel and Tourism Demand (2006-2015) • 1 Montenegro 9.9 • 2 China 9.2 • 3 India 8.6 • 4 Reunion 8.3 • 5 Croatia 7.8 • 6 Sudan 7.7 • 7 Vietnam 7.7 • 8 Laos 7.6 • 9 Czech Republic 7.5 • 10 Guadeloupe 7.2 World Travel & Tourism Council, 2006-2007

  8. Croatia Challenges • Weak brand identity • Confusing private ownership laws • Tourism facilities not up to EU market expectations • Strong regional competition from Montenegro

  9. Croatia Advantages • Great value • Good access • Good planning, environmental protection, and historic preservation

  10. Vietnam Challenges • Strong regional competition from Thailand, Indonesia, Malaysia, and now Laos • Lack of coordination between government and emerging private sector • Negative television images in the West from 1965 to 1975

  11. Vietnam Advantages • Negative images easily erased by positive marketing images promoting: • Unique cultural experience (food!) • Adventure and ecotourism • Great value, potential manager class

  12. Getting Ahead:Update the National Tourism Plan!

  13. National Tourism Plan Update • Sudan deserves a new global tourism plan • An updated physical plan including: • Identification of undeveloped tourism attractions • International access points • International transportation network of facilities and services to meet the needs of the international traveler!

  14. National Tourism Plan Update • Assess the general amount, types, and quality level of accommodations and other tourism facilities and services required • Improve tourism organizations and investment policies • Recommend new education and training programs by tourism experts from U.S. and China

  15. National Tourism Plan Update • Create new, global tourism marketing strategies and promotion programs • Improve facility development and design standards • Conduct cultural, environmental, and economic impact analyses to achieve sustainable tourism development • Recommend national and regional level implementation techniques

  16. Staying Ahead:Destination Marketing and Branding

  17. Destination Marketing and Branding • Use the most effective image, identity or brand • Communicate to priority target markets • Integrate traditional and electronic promotional techniques • Implement relationship and database marketing for destinations

  18. Branding, Positioning, and Theme Development • Branding • A collection of visitor perceptions • Guided by marketing research • Steps in branding a destination • Brand assessment—define unique selling points • Brand promise—create motivational messages • Brand blueprint—develop positioning statement • Brand culturalization—new theme line and logo • Test, Test, Test Duane Knapp, Gary Sherwin, “Destination BrandScience” (2004)

  19. Brand Promise • What it is: Description of the visitor experience and visitor expectation • What it’s not: A description of product attributes Mission or vision statement

  20. Brand Promise Examples • “The Palm Springs Desert Resorts provides the visitor the opportunity to enjoy the fun, glamour and beauty of an authentic, relaxing California resort experience while escaping from the worries and pace of everyday life.” • “The Paradise Coast of Naples, Marco Island and the Everglades is the last Paradise our visitors will ever need to relax and escape their fast-paced lifestyle.”

  21. What Is Sudan’s Brand?:The “A” List • Art • Animals • Aesthetics • Authenticity • Adventure • Antiquities • Agriculture • Ancient • Accessibility • Affordability

  22. Final Thoughts • Getting ahead means investing in an updated national tourism plan • Staying ahead means investing in destination marketing and branding • A globally-known national tourism destination attracts other forms of economic development, corporate investment, and technological innovation

  23. Contact • Dr. Rich Harrill • E-mail: rharrill@hrsm.sc.edu • Phone: (803) 777-7682 • Fax: (803) 777-1224

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