Sunday, May 16, 2010

Marketing plan for NTY2011

Nepal is a well-known tourism and holiday destination. It is famous for its natural scenery, unmatched cultural diversity, hospitality, unique lifestyles and beliefs, art, unparalleled scenic views, art and craftsmanship, magnificent world famous mountains and other numerous specialties. Undoubtedly, Nepal certainly is blessed with natural resources and has the prospects of further tourism development. Recently on February 26, 2010, the Ministry of Tourism and Civil Aviation (MoTCA) in association of Nepal Tourism Board (NTB) launched the “Nepal Tourism Year 2011(NTY2011)” campaign. It is a three years program purposely started to
promote the tourism sector of Nepal which targets to bring at least one million international tourists in Nepal by the year 2011 and create better opportunities of employment and revenue generation. Basically, the concept of the NTY 2011 is to capture the scattered opportunity among the different available resources. For this the MoTCA has entrusted its technical feasibility to the NTB, a Public Private Partnership organization established with the main aim of tourism promotion in Nepal. During the official launch, the program was actively participated by major political parties, and all the participants of the programs including members of the Constitution Assembly, entrepreneurs, journalists and others showed their solidarity to support the program by every means possible. Likewise, highlighting the NTY20111 program the government has already proposed the construction of a new international airport in Bara and upgrade and facilitates in the current airports. In addition, Ministry is searching for new trekking routes and looking to invest on proper infrastructure development. The Nepal Tourism Year 2011, Marketing Action Plan (MAP) should incorporate the following policy guidelines.

Marketing Objectives
1. “Quality Destination” brand must be developed with the quality factors of
simple, convenient and safe, and should highlight its uniqueness.
2. Focus on achieving economic growth by:
  • Retaining market share
  • Expanding into new markets
  • Highlighting value for money. This is one of Nepal’s keydestination strengths and a key marketing attribute.
  • Highlighting Nepal’s vast range of quality product and services that offer tremendous value for money, especially luxury products and services and activities that enhance the value perception of the destination
  • Enhancing the capabilities of NTB’s strategic partners to generate increase in tourism revenue.
  • Domestic tourism also hold a huge part of tourism so it should also be focused and well targeted
3. Use effective tool of famous land mark to highlight issue like global warming and pollution in a widespread international awareness in the key markets with proper themes and marketing strategy

International Marketing – Promotion Quality Tourism
The marketing plan should focus on ‘quality’ rather than ‘quantity’. It means attracting ‘quality’ visitors to a ‘quality’ destination. The number doesn’t matter here ‘Quality visitors’ are defined as individuals who are socially and environmentally aware, and are responsible. Getting qualitative tourists can certainly make a difference rather than having huge numbers instead which can prevent the tourist destination from being exploited and ravaged. As a result, they are more likely to have a longer average length of stay. Clarity of Marketing Communication The brand must be consistently hit the targeted market with proper approaches with an effective brand strategy. Cheap destination, quality, standards are the Nepal’s key destination strengths. Other key attributes, particularly the friendliness of the Nepalese people and destination diversity will be consistently highlighted under the “Nepal Tourism Year” theme. To help establish a clear brand identity for each of the regions, destination should be highlighted with its prominent features. This makes it easier for visitors to form a vivid mental image of the destination and helps them to remember its most distinctive characteristics.

Using E-marketing to the ultimate
E-marketing is a dynamic tool which includes various marketing resources that are easily available in the World Wide Web (WWW). It includes social networking, search engine optimization techniques, blogs and online advertisement. The prospect of Emarketing is very high where it has literally made it possible to connect anywhere in the world. It’s a low cost but very effective and strong tool which can give efficient directions to the marketing plan. Similarly, the Search engine optimization technique can certainly bring the brand information and brand upfront. The importance and effectiveness of e-marketing in the campaign can make a difference but it depends upon how well it has been used. Likewise, social networking sites like face book and twitter are very effective in creating a broad network and channelizing the define information to a bigger mass within the easy of your comfort. The only thing that needs to be considered is regularly update ad quality information must be uploaded.
Participate in international travel trade shows NTB should further participate in international travel trade shows abroad and further promote the NTY 2011 with better brochures, documentaries and other relevant materials. Though it’s an orthodox method and is very much cost ineffective so it should be controlled and has very limited results.

Organize and participate in international road-shows
The Marketing Plan should incorporate policy guidelines of the MoTCA, and should further develop a State Enterprise Plan for proper development. Establish tourism policies and pursue tourism promotion and development and marketing strategies in line with the sufficiency economy principles to create a better balance between development and marketing to ensure sustainability.
➢ Embrace principles of sustainable tourism development
➢ Enhance the value perception of Nepalese tourism products and services by balancing the price-value equation. This is fundamental to achieving Quality Tourism.
➢ Establish clear brand identity for each of the provincial clusters presented as tourism products in order to create a positive and long-lasting impression and memorable experience
➢ Policy Guidelines Established by the Board of Directors of the Tourism Authority of Nepal
➢ Tourism is a key economic driver. Recognize the very significant role that tourism plays in providing peoples in all regions of the Nepal with better quality of life.
➢ Promote sustainable tourism growth by leveraging the strengths of the destination and the “Nepal” brand
➢ Achieve a balance between economic and social benefits — demonstrate respect for the environment, foster environmental awareness and promote a sense of pride in the nation.

Policy Guidelines of NTY 2011
➢ To ensure sustainability proper tourism promotion and development strategies must be developed
➢ sustainable tourism development principle must be highlighted
➢ For Quality Tourism, the quality and standard of the Nepalese tourism services and products must be raised and balanced with the price value mechanism
➢ Brand identity must be made clear in respect to the sectional and regional geography creating a better prospect of growth and development

Policy Guidelines for State Enterprise Plan
➢ Putting Nepal in the world stage as a quality destination is the basic need for the success of the NTY 2010 campaign where further necessary frame work and mechanism should be developed
➢ Promote the concept of Eco tourism and highlight the concept of Nepali cultural identity
➢ The integrated industry plan provides a framework for the conduct of activities to promote Nepalese tourism and ensures that all sectors involved proceed in the same direction and work towards common goals.
➢ The role of NTB is immense where it should also paves the way for the integration of marketing efforts, tourism products and services and marketing communication. Under the guidance of MoTCA, NTB’s should take the initiatives with those being undertaken by strategic partners in both the state and private sector.
➢ The Nepali tourism industry should be taken in confidence to facilitate efforts to further develop better Nepal’s tourism products and services.