Village Tourism: Product Development and Marketing Implementation Strategy

Transcription

1 Management Centre for the Mediterranean/British High Commission Village Tourism: Product Development and Marketing Implementation Strategy Dr Julie Scott International Institute for Culture, Tourism and Development, London Metropolitan University Marketing Strategy by John Bell F.R.G.S., M.R. AE. S. Julie Scott/John Bell 1

2 CONTENTS Executive summary Terms of reference Development considerations: the Karpaz context Phase 1 October-November The villages 1.1 The historically Turkish Cypriot villages of Karpaz 1.2 Dipkarpaz/Risokarpaso 1.3 Buyukkonuk/Komi Kebir 2. Travel agents 3. The 'product' 3.1 The village perspective 3.2 The regional hinterland 3.3 The whole island perspective 4. Modalities of Greek and Turkish Cypriot co-operation Phase 2 December 2005-January Meeting with representatives of the Bishopric of Morphou Phase 3 January-February Stakeholders 7. Product Development Strategy 7.1 Accommodation 7.2 Fabric of the village 7.3 Activities and interpretation 7.4 Agriculture/organic farming 8. Marketing Strategy (John Bell) 8.1 Object 8.2 Background 8.3 Pre-conceptions 8.4 The challenge 8.5 The product 8.6 Niches 8.7 So how do we sell it? Tour operators Julie Scott/John Bell 2

3 8.7.2 Guide books Direct mail Exhibitions Collateral material Tourist Information Offices Advertising Signage The web Press and media Commissioning PR expertise Markets Phase 4 February-March 2006: presentation and consultation of draft implementation strategy 9. Implementation Strategy Phase 5 Commencing March 2006: Implementation 10.Village Tourism Movement in Buyukkonuk, Karpaz: Working Group Structure Committee 1: Cultural Heritage Committee 2: Accommodation Committee 3: Agriculture Committee 4: Care of the Village Committee 5: Promotion and Publicity Committee 6: Interpretation and Maps Committee 7: Training in Village Tourism 11. In conclusion Involvement of the travel agents Co-operation with Greek Cypriot counterparts Communication with government departments APPENDIX 1: Karpaz Turkish Villages APPENDIX 2: Marketing strategy update following visit to ITB Travel Show, Berlin, March 2006 Julie Scott/John Bell 3

4 Executive summary The aim of the project was to create an implementation strategy for the product development and marketing of environmentally and culturally sensitive village tourism in Cyprus; to raise rural incomes and stimulate sustainable development in the Karpaz peninsula in the north of the island; and to foster collaborative links between tourism actors in the north and south in support of economic convergence and progress towards political agreement on the island. The project took place in five phases: In Phase One, the criteria for inclusion in the project were determined. In the north, Buyukkonuk was the selected village, and one Greek Cypriot and one Turkish Cypriot travel agency were also recruited to the project. Despite early promising visits to a number of Greek Cypriot villages in the south, it became clear that formal cooperation between a Greek Cypriot and a Turkish Cypriot village was not achievable at this point. Instead, the project has opted for an incremental approach, building on the willingness of individuals to collaborate at an informal level. In Phase Two, the agencies Őrnek and Exalt outlined the type of joint product they want to develop, and explored the potential for collaboration with village tourism providers in Buyukkonuk. Discussions with organic farmers in the south opened the way to future collaboration across the Green Line, and the possibility of creating linkages between organic farming and the village tourism product. Phase Three consisted of the formalisation of the product development and marketing implementation strategies, as they emerged from three months of meetings with stakeholders, and their presentation to the stakeholders who will be responsible for implementing them. The draft implementation strategy was put out to consultation during Phase Four, and finally presented to and adopted by a meeting of the stakeholders in February 2006, who formed seven working groups, or committees, in line with the priority actions outlined in the implementation strategy. Phase Five marks the final transfer of the project to the stakeholder groups, who have now taken responsibility for its implementation. Early indications are of good progress, although monitoring is required to ensure that some of the more strategic aims of the project are achieved. Julie Scott/John Bell 4

5 Village Tourism: Product Development and Marketing Implementation Strategy Terms of reference The initial terms of reference for this project were to produce a marketing implementation strategy for sustainable tourism development in the north of Cyprus, and specifically in the Karpaz region, with the aims of: o Promoting environmentally and culturally sustainable tourism o Raising local income levels in the north o Supporting and strengthening cooperation across the Green Line o Contributing towards convergence between north and south. In the early discussion phase of the project, the initial focus on the marketing requirements of hotels and travel agencies was shifted to incorporate a strong product development element focused on village tourism, for the following reasons: o The development of a local village tourism product is essential in order to maximise visitor stay and spending in rural areas o Travel agents and small rural hotels therefore share in the benefits of developing a village tourism product, which is currently lacking in the Karpaz region, and under-developed (as a concept) in the south 1 o Integrated village tourism development achieves best results in terms of local social and economic development, having low environmental impacts and high local multiplier effect 1 Despite the fact that the village accommodation sector is quite well developed in the south, with a stock of about 780 beds in 'traditional housing' available to the tourist market, arguably many local development benefits are missed through the lack of integration between the tourist and agricultural sectors. Cf Sharpley (2001) 'The challenge of developing rural tourism in established coastal tourism destinations: lessons from Cyprus'. Unpublished conference paper, New Directions in Managing Rural Tourism and Leisure, Ayr, Scotland. September 2001 Julie Scott/John Bell 5

6 Development considerations: the Karpaz context The Karpaz region should be regarded as a high-priority area for an agro-tourism development strategy, given: o its ecological and cultural value o the attractiveness of its beaches, which brings with it o the threat of unsustainable mass tourism development, exacerbated by the vacuum left in the wake of the failed Annan Plan, which is encouraging rapid land sales to speculative developers o problems of depopulation and low income in the villages o agricultural decline due to lack of markets for local products Continued lack of development will deepen frustration and lead to extra pressure for quick speculative profits and unplanned construction. However, efforts to develop any sort of tourism in Karpaz run into the problems of accommodation quality and capacity, both of which are low. On the plus side; o collaborative relationships being formed under the auspices of the USAID/UNDP-backed programmes suggest that there is a basis for creative engagement across the Green Line, and current initiatives in organic farming offer potential synergies with agro/village tourism development o the Karpaz villages are also the object of sustainable tourism driven initiatives by the authorities in the north, such as: o designation of Karpaz 'pilot villages' eligible for government credits for the restoration of old buildings for bed and breakfast accommodation (Turkish Cypriot Ministry of Tourism/Government of Turkey) o planning ordinances in Karpaz offering possibility for protection of environment and the built heritage It seems that interventions by local and international agencies in the Karpaz region may be reaching a critical mass, enhancing both the discrete and cumulative outcomes of individual projects. Julie Scott/John Bell 6

7 Phase 1 (October - November 2005) The key issues tackled in phase one were: 1. selection of participating villages 2. selection of participating travel agencies 3. determination of the 'product' to be developed 4. determination of the modalities for cooperation between Turkish and Greek Cypriot participants 1. THE VILLAGES Three options presented themselves: 1.1 The historically Turkish Cypriot villages of the Karpaz: have the advantage of avoiding political sensitivities relating to property ownership issues. They have much to offer in terms of the broad 'Karpaz' product, and potential for village tourism development in the future; but lack of existing accommodation and village tourism oriented initiatives excludes them from the immediate product development strategy. (See Appendix: Karpaz Turkish Villages) 1.2 Dipkarpaz/Rizokarpaso: has the advantage of the Arched House bed and breakfast accommodation, a successful example of the restoration and adaptation of traditional stone buildings to tourist accommodation use. The Arched House is establishing itself, especially for overnight and weekend accommodation, with the type of discerning niche market a village tourism destination should aim for. Some restaurants and other b&b accommodation have sprung up in response to the demand generated by the Arched House, but this accommodation is generally of lower quality that the Arched House itself. Whilst the Arched House is full most weekends, it has few occupants during the week, suggesting a lack of events and activities of interest to keep visitors for longer stays Buyukkonuk/Komi Kebir: formerly mixed village, the village now has around 800 inhabitants, with a population mix of approximately 40:60 Cypriot:Turkish. It has a nucleus of very active people committed to achieving local sustainable development through organic farming and agro/village tourism development. 2 Travel agents interviewed in this phase reported that their clients tend to use the Arched House for one night stays. Julie Scott/John Bell 7

8 1.3.1 Accommodation: Buyukkonuk is already a pilot village for the Karpaz villages scheme (Turkish Cypriot Ministry of Tourism/Government of Turkey) and involved in the UNDP s organic farming and agro-tourism project. The Delcraft shop and craft cooperative in the village has received UNDP funding to finish additional accommodation (including 3 rooms adapted for disabled access), an activity room (for displays, events and activities) and a website. By the time the additional accommodation is finished in February 2006, there will be 10 self-catering rooms available at Delcraft, plus a number of rooms in other houses in the village, giving 16 in total. An additional 15 properties have been selected to participate in the Karpaz village house scheme Facilities: There is a restaurant in the village centre, and a new restaurant facility has also been opened at the picnic site, a short and very pleasant walk from the village centre Attractions and activities: an interesting and attractive village, with many old stone houses, three ancient olive presses, and an archaeological site, Buyukkonuk/Komi Kebir has a central location which gives it a strategic position as the gateway to the Karpaz Peninsula. The village has an eco-tourism Development Committee of 8-10 people. A number of eco-tourism products have been developed and run successfully for small groups of tourists. These include: o Olive harvesting and olive oil products (including development of olive oil soap) o Weaving o Gastronomy local food products and processes in season (e.g. hellim production) o Walks and cycle rides On the whole, these are activities are suited to the shoulder and off seasons, which ought to make participation attractive to hotels and travel agencies. In terms of activities and attractions appropriate to the summer: o The village is very close to Kantara Castle and a number of sites of interest. o Some spectacular beaches are a ten-minute drive away. o A couple of hotels in the area also offer diving. All of these elements, and in particular the existing core of committed and active people, make Buyukkonuk/Komi Kebir the best choice for the immediate product development and marketing strategy, with the potential to act as a model stimulating similar Julie Scott/John Bell 8

9 development in other villages, to generate tourist visitation to the surrounding villages, and expand demand for the facilities in Dipkarpaz/Risokarpaso. 2. TRAVEL AGENTS The qualities sought in the participating travel agencies were: o Experience in the village tourism/special interest/activity niches o Successful track record in European, and especially British and German markets o Successful track record in working with Greek Cypriot counterpart o Willingness to collaborate with villagers in the development and marketing of their tourism product Following interviews with four travel agents in the north, the agency selected was Őrnek. Őrnek brings 2,800 tourists per year to the north for special interest/activity holidays (e.g. paragliding, walking), working with three travel agents in the south, and five special interest operators in the UK. The agency is keen to develop village tourism and expand its activities away from Kyrenia, and along the Karpaz peninsula. Őrnek will work in partnership with Exalt, based in Limassol. The two agencies have already collaborated successfully in bringing special interest and activity groups to Cyprus. 3. THE 'PRODUCT' There are three different levels to the product: the village; the region; and the whole island. Each has implications for the implementation strategy to be adopted: 3.1 The 'village' perspective The village tourism product is a complex amalgamation of a number of elements, including o accommodation, o food, o activities/things of particular interest & opportunities for learning, o the environment and atmosphere of the village, o the friendliness of the people/quality of the personal relationships people feel they have formed during their stay Julie Scott/John Bell 9

10 - all the things that go to make up the total visitor experience. The implementation strategy needs to emphasise the interdependence of all these elements, and seek to demonstrate that villagers can participate in and benefit from village tourism development in a range of ways, by o reinforcing local supply chains to maximise multiplier effects in the local economy (and enhance the tourism product by using locally sourced agricultural produce and services wherever possible). o establishing, wherever possible, cooperative structures for spreading the costs and benefits of tourism activity 3.2 The regional hinterland The 'village tourism product' goes beyond the limits of the actual village to take in the surrounding villages, landscapes and sites of interest. The strategy will aim to position the village as the gateway to the Karpas by identifying and developing links with neighbouring villages and attractions in the region, thus: o mitigating the limited availability of accommodation in the village by spreading stays and visitation o expanding the range of activities and sites of interest for visitors, in order to increase length of stay o spreading the benefits of village tourism, and encouraging further participation in other villages 3.3 The 'whole island' perspective For the participating travel agents, the villages form the nodal points for itineraries and activities aiming to benefit from the contrasts and diversities offered by the cultural and natural heritage of the island as a whole. Őrnek and Exalt envisage the product as a range of different packages, including: a. Pilgrimage groups e.g. in the footsteps of St. Paul: Famagusta (Salamis City), Paphos. b. Walking/hiking in contrasting terrain e.g. 3-4 days in Troodos Mountains, 3-4 days in Five Finger Mountains. c. Flora, fauna, bird watching 10 day trips to experience the richness and diversity of landscapes and habitats throughout the whole island. Julie Scott/John Bell 10

11 d. Cycling groups development of longer itineraries through contrasting terrains and landscapes e.g. starting in Troodos, finishing in Five Finger Mountains; one-week tours cycling the length of the Five Finger Mountains. e. Agro Tourism Village stays in Troodos Mountains and Karpaz The implementation strategy will recognise that the travel agents are important stakeholders, and also seek opportunities to strengthen links between north and south at the village and regional level, wherever possible. 4. MODALITIES OF GREEK AND TURKISH CYPRIOT COOPERATION The framework for cooperation is provided by the Green Line Regulation, which governs the transit of goods and people between both parts of the island, and aims to promote trade between the two communities. Because tourism development touches some particularly sensitive political nerves in terms of land, property and sovereignty issues (concerning contested statehood and the control of borders), there is resistance in the south at the official level to developing collaborative relationships across the Green Line. Nevertheless, there are numerous examples of working partnerships between Greek and Turkish Cypriot businesses in response to the growing demand from tourists for an experience of the 'whole island'. Organic farming development is another area of bicommunal cooperation. Attempts to draw villages from north and south into formal cooperative partnerships or twinning relationships, involving village councils, have, despite initial enthusiasm, foundered on the complexities of local internal politics and the intrusion of national political concerns. As with the partnership between Őrnek and Exalt, which is based on a strong personal relationship, co-operation within villages can best be achieved at an informal level, by building on commitment and enthusiasm of certain interest groups for shared on-going activities. The approach adopted in the implementation strategy will be to seek opportunities for cooperation wherever possible, and to support the deepening and strengthening of such links on an incremental basis. Julie Scott/John Bell 11

12 Phase 2 (December January 2006) This phase saw the exploration and consolidation of collaborative partnerships: o between the collaborating agencies Őrnek and Exalt (see 3.3 above) o within Buyukkonuk/Komi Kebir, to gain the support of local stakeholders o with the office of the Bishop of Morphou in the south, to explore the possibility for joint initiatives in organic farming, and the potential to link this to agro/village tourism development (see 5, below) 5. MEETING WITH REPRESENTATIVES OF THE BISHOPRIC OF MORPHOU, 18 TH JANUARY 2006 Exploratory meetings were held with representatives of the Bishopric of Morphou to (a) establish what progress is being made in southern Cyprus towards linking village tourism to sustainable and organic farming, and (b) given the difficulty in establishing collaborative relationships with village bodies in the south, explore alternative directions for a strategy of building cooperation. The Bishopric farms 100 donums of land organically, near the village of Peristerona, 32km west of Nicosia. Peristerona is a working, formerly mixed, agricultural village producing legumes, citrus, and a wide variety of vegetables. Although it has no tourist accommodation itself, it is en route for the touristic villages of the Troodos foothills, and buses often stop to visit the village church, which stands close to the village mosque. The church and mosque of Peristerona are depicted on the Cy 5 bank note, to represent the history of Turkish and Greek coexistence in Cyprus (c.f. The Bishopric participates in bi-communal projects to promote organic farming. The Bishopric's land has achieved organic certification through a German company, and produces organic potatoes and olive oil for export to the European market. Organic eggs are produced in Peristerona, along with carob for organic chocolate (exported to Greece). As far as the domestic market is concerned, retail outlets in the south price organic products as 'luxury goods' and they are sold to a small, largely expatriate market. Initiatives are required to reach the Cypriot domestic market and inform them about organic food Julie Scott/John Bell 12

13 and farming. The bishopric is planning a programme of awarenessraising through: o schools o opening a cultural centre in an old house belonging to the Church in Peristerona o opening an organic shop in Peristerona o farmers' markets selling direct to the public o processing and marketing of organic food to produce e.g. traditional sweets There is scope for extending this further by encouraging local hotels and restaurants to use local organic produce, and the organic brand could be developed further through participation in Eurotoques, which is already active in Cyprus (c.f. Eating Towards a Solution There is evidently scope for building this into the development of the village tourism product north and south. Following a further meeting it was agreed that it would be more appropriate for the office of the Bishopric to cooperate with one of the villages from the Morphou region in the north, such as Lefke. However, for the time being some individuals were willing to cooperate with the villagers of Buyukkonuk on a personal basis, to assist in the conversion to organic farming and the development of markets. It was suggested that the Turkish Cypriot Chamber of Commerce would be the appropriate body to handle the certification process in the north, and that European certification through the same German body certifying the organic production in the south would facilitate joint exports and marketing in the future. Phase 3 (January - February 2006) Phase 3 consisted of the formalisation of the product development and marketing implementation strategies, as they emerged from three months of meetings with stakeholders, and their presentation to the stakeholders who will be responsible for implementing them. 6. STAKEHOLDERS The term 'stakeholders' refers to the following groups: o residents of Buyukkonuk/Komi Kebir: o members of the municipality o members of the eco-tourism committee o owners of accommodation and other (potential) tourism oriented services and businesses o farmers o other residents o funding agencies and authorities in the north: Julie Scott/John Bell 13

14 o Ministry of Tourism o Office of Urban Planning o Ministry of Agriculture o Department of Antiquities o Ministry of Transport and Roads o Turkish Cypriot Chamber of Commerce o organic farming NGOs in the south o office of the Bishop of Morphou o travel agents (Őrnek and Exalt) 7. PRODUCT DEVELOPMENT STRATEGY This section of the report considers four different aspects of development action required in Buyukkonuk and suggests action priorities and stakeholders responsible for implementing those actions. The subsequent section of the report considers the marketing implementation strategy. The implementation strategy is summarized in tabular form at the end of the report Accommodation When the accommodation currently being constructed at Delcraft is completed (expected completion in February 2006) a total of about 16 beds should be available for bed and breakfast accommodation in the village, including rooms adapted for disabled access at Delcraft. A total of another 15 properties have been accepted for the Ministry of Tourism s pilot renovation project for Karpas region, which will more than double the number of beds available. The village s bed capacity could also be increased by the conversion of the large house at Kemerli Yol to tourist accommodation, thus enabling the village to accommodate organized groups as well as independent/tailor made visits. Action: 1. create web-site capable of taking on-line bookings and deposits. (This is currently planned as part of the Delcraft project funded by UNDP suggest that, with the agreement of Delcraft, this be extended to include other accommodation in the village as a whole 2. establish an accommodation committee in the village to explore the operation of joint booking system explore the feasibility of creating a cooperative structure for the delivery of services (e.g. laundry) and training 3. seek funding for the conversion of the house at Kemerli Yol to accommodation on the lines of the Arched House at Dipkarpaz (to be run by the Municipality) [The Ministry of Tourism has expressed willingness to consider funding this work.] Julie Scott/John Bell 14

15 7.2 Fabric of the village/site renovation The village possesses three old olive presses, as well as Persian wheel (wells) and an unlisted archaeological site. In addition, there are a number of old houses which can add to the attractiveness of the village to visitors Action: 1. consult with the Department of Antiquities about the renovation and maintenance of these sites 2. seek funding for structural renovation/conservation [Ministry of Tourism] 3. establish a committee, with the Municipality, to consider simple and low-cost ways of enhancing the look of the village, e.g. by gardens, planting, displaying plant-pots in the streets, provision of more public waste bins etc possibly through initiatives such as competition for best kept street? 4. with the Municipality and the Urban Planning Office, explore the possibilities of establishing a local plan for the zoning of new buildings etc 7.3. Activities and interpretation The type of visitors who will be attracted by this type of tourism are seeking a direct experience of village life, and ways of understanding what they are seeing and experiencing. The activities currently offered through Delcraft, and the completion of the activity room by spring 2006, will be an important focus for delivering this type of experience, with the added benefits of: increasing length of stay in the village creating demand for local products and services In addition, the project needs to create the means for self-guided tourists to get the most out of the village and the Karpaz region as a whole, through signage and collateral material such as maps and brochures. Action: 1. Development of the web-site (see above) to provide information about the activities available in and around the village and the Karpas generally [Delcraft] 2. Development of maps showing walking trails and cycling routes [travel agents/tour operators] 3. Provision of signage to enable visitors to orient themselves around the village [Ministry of Tourism] 4. Improvement of signage on the roads around Karpas [Ministry of Transport and Roads] 5. Development of information leaflet for the village (with interpretation, for example, of sites of interest, local flora and fauna, the life of the village etc) [Village committee/volunteer] Julie Scott/John Bell 15

16 6. Publish a booklet providing practical information to visitors about the Karpaz and its villages (e.g. location of post offices, clinics, restaurants, length of time to drive/walk between villages, etc) 7. Establish a committee to explore the feasibility of creating a village festival (earliest 2007/2008) 7.4 Agriculture/organic farming Local agriculture, and in particular the development of organic farming in the village, is an intrinsic element in the village tourism product, and has an important role to play: in the branding of the village, in creating products to sell to visitors in supplying local restaurants (and thus enhancing the tourist experience of the local as is done so successfully, for example, in Italy) in creating further activities and foci of interest (e.g. by bring tourists to learn about local skills and to participate in organic farming related activities) Action: 1. Establish an agricultural committee to ensure that agricultural and tourism-related developments are considered together, and to develop agriculture-related products and activities for the tourist market. 2. Pursue the conversion to organic farming and the achievement of the organic quality mark 3. The municipality to make 50 donums of Turkish land close to the village available for organic farming 4. Develop a brand/logo for local agricultural products 5. Maximise local sourcing of agricultural products (e.g. in restaurants, b&b s etc) 6. Depending on progress in bringing partners in the south within the project, explore the possibilities of selling/displaying products from partner villages, along with information about their source and production 8. MARKETING STRATEGY (John Bell) 8.1 Object It is accepted that marketing is an essential and integral part of this project. Although tourism visits to TRNC have grown from 30,000 to over 100,000 in the last five years and, it is hoped, that tourism receipts will reach $1 billion by 2010 it is accepted that to gain the full advantage of the Worlds largest industry tourism it is necessary to expand both the tourism offer in TRNC and the length Julie Scott/John Bell 16

17 of the season. In order to do this and to be properly sustainable tourism itself must be of the people, for the people, by the people if you ll excuse my borrowing a phrase. The generally held view is that marketing means advertising and is therefore outside the scope of projects that, with limited capital outlay, seek to spread both the loads and the benefits that visitors bring with them. The scope of this draft initial report (which will be expanded through examples and research over the next few days) is to demonstrate that proper use of limited funds will bring this developing project to the attention of a highly targeted, high yield, market which is already predisposed towards an independent, rural, adventurous but genuine holiday experience. 8.2 Background I am confining these comments to the outbound European market in which I include Israel. In so doing I m omitting to comment on the vital, and often forgotten, domestic market in which I include the ex. pats., NGO s etc who all provide an ideal foundation for the development of the project. I m also not directing my attention to the expanding day trip market that could be extended to overnight stays i.e. a holiday within a holiday. Within Europe the holiday market is changing: (a) (b) (c) There is a move away from the traditional one or two weeks holiday taken in the summer. Although families are limited to school holidays much of the independent market is either single or has grown up children (empty nesters) who are both rich in time and in cash. Don t though believe that this market spends without limit in fact the opposite applies as they use their time to search for good value and it s that good value which is the key to a sale. The traditional package holiday is not dead but it is receding in importance. For the first time in 2003 the independent market, which books a large number of the constituent part of a holiday (hotel, air flight, car hire etc.) itself outgrew the traditional package holiday in the UK. Yield in the independent market is hundreds of percent higher than on a package holiday. This developing independent market now books its travel on the web. The traditional travel agent is a dying breed they just aren t good enough or informed enough. Airlines Julie Scott/John Bell 17

18 have cut their commission as competition hots up and they have to change to survive. (d) (e) (f) (g) (h) (i) The web is all-important in booking a travel but it can t cope with a complicated itinerary. The result is that the bulk of low cost airlines now book 99% of their seats over the web and outsell the traditional tour operators in hotel rooms/insurance and car hire. For the two largest lowcosts, Ryanair and easyjet this will means 35 million passengers booking on the web this year. The traditional holiday was booked from an expensive brochure which came out in December i.e. six months before travel. With the use of the web that time is being reduced to a few days. The result the web is not just a point of information its must be a point of booking and deposit payment as well other wise it s of little use. I note, for instance that KTHY has yet to introduce a proper web based reservations system and I would calculate that this is causing a considerable loss of business. Web use is no longer limited to young teenagers playing games. The largest growth in web use in Europe is in the over 60 s and computer penetration of households in Germany, France, UK etc. is over 60% broadband penetration is approaching the same level and with home entertainment and television being now combined with the computer penetration of household is likely to reach the maximum possible within a very few years. The holiday maker is increasingly affluent, takes more holidays per year may be four or five and is no longer buying in fixed one or two weeks. In certain market payment of large bonuses or tax refunds increase the sums available for leisure spend. The holidaymaker is increasingly not a tourist which I define as someone behind the window of a coach uninterested, uncaring and uneducated. The new traveller is someone who is in the market for something different, which he/she can touch or smell and which is adventurous or educational. This new European holidaymaker is also robust. The are not put off by politics or minor acts of terrorism in fact they are interested in politics, in religion, in the way people live they do not want to spend their holiday experience in Julie Scott/John Bell 18

19 some bubble which means they don t have to communicate with the outside world. They will however change their holiday habits if necessary so they want to eat healthily not the international buffet and they don t want to suffer the bad effects of the fly and flop they want to get up off the beach and do something. (j) One must always remember that this new holidaymaker sees the holiday as an extension of their life style. At home take care of the environment, they re-cycle their rubbish, they are interested in the community, they are healthy, worry about their weight, exercise and go to the gym. They take care of their money; they re worried about their job and their pension so they always look for quality but with value. But they want to do something different, exciting, adventurous and educative that they can go home and tell their friends and family about. With this project that is what we are going to give them. 8.3 Pre-conceptions Based on what they read and see advertised at the moment and on what they know of the South the holiday maker sees a holiday in the TRNC if they consider it at all - as being sun, sea, sand and not much else. Add to this they may worry about the fact that there is some political situation in the territory although, in many instances, they won t be able to tell you what that situation is. They may see such a holiday as cheap (many packages are bought on price) and I mean cheap in the full sense of the word. They do not see such a holiday as having quality or value. But, if you ll pardon my saying so, the former British connection is a selling point in the UK market. They understand that they will not have a language problem. Does this mean that the traditional TRNC holiday seems old and out of date in many European markets? I believe so. 8.4 The Challenge Our challenge is to introduce a new product to the market, to change the perception that some might have about TRNC as a destination and to introduce this new type of holiday maker to the real Cyprus as found, not just on the beach and in the bar but in the countryside, the history, the cuisine and, most importantly, the people of the island. The idea is for the visitor to have an experience that they will feel good about, that they ll tell their friends about and that they will feel has left behind some, long term, good rather than just a tourist dollar. Julie Scott/John Bell 19

20 8.5 The Product Pardon me for using the word but we are selling a product here one which is original, genuine and is of great use to the buyer who gets an original and interesting holiday, the seller who gains many benefits profit, employment, the protection of traditional crafts and buildings, education, training and the protection of the whole community from rural decline. In addition the economy of Cyprus benefits. The analysis of tourism spending by the UN World Tourism Organisation shows that the benefit of the cash spend by the visitor at the point of sale can be multiplied many times when traced back down the line of supply. The list of what will be available is lengthy and this one is not exhaustive but it can be summed up in the term the real Cyprus. The nature, flora and fauna are there for everyone to see but they need interpretation to the untutored eye and ear. What will the visitor get? A local guide and friend, somewhere local to stay that reflects and protects local tradition and housing. Local produce much of it organic prepared in a traditional fashion. They will be a guest and not a tourist take part in local festivities, join in on the land olive picking, cattle, cheese making, honey. Explore the seaside, countryside, archaeology, history, have a coffee in the café - but and I think this most important thing is that they will be a guest of the whole community. Taking the optimistic view they will be the guest of two communities seeing the differences but noticing the similarities an ambassador for their own country but between different parts of the island as well. 8.6 Niches In addition to the main product itself we have people s interests, which we can cater for many of these are bound up in the product itself. Walking and hiking are obvious so we add cycling, history, bird watching, botany, herbal medicines, cooking, embroidery, weaving, carpentry, history, geology the list is lengthy and could also include politics and religion. I d include people with disabilities here although here is a niche where they want to enjoy the product to the full and it s up to us and profitable for us to provide for them. 8.7 So how do we sell it? Tour Operators. Julie Scott/John Bell 20

21 The traditional method is to hand everything over to the Operator at a cut rate and they will add in all the other elements of the package including car hire, flights, transfers etc. In this case though we can t yet offer enough rooms for it to be worthwhile an operator taking on the responsibility of selling and servicing the whole product. I would however strongly suggest that we work closely with operators, both on and off the island, who we feel understand our needs and values. It may well be that the visitor will want to buy air flights, car hire, transfers etc. from an operator who, in their brochure and on their web site provide a pathway to our project. These types of independent holidays are modular in style and we shouldn t expect the visitor to travel all the way to the island just to be the guest of one village. There are lots of modules to the purchase. The air flight and car hire are one. They may need other accommodation, wish to see other parts of the island, go diving, fishing, climbing or rent a bike. We are an ingredient in the Cyprus dish although an important ingredient. This means that both the operator and we have a chance to make some money rather than compete against each other. In return we ll be an important part of the operators excellent map of the area - his web site, his brochure and his marketing strategy. It is important to recognise that the our collaborating tour operators need assistance with the type of specialist publicity needed for this type of high yield tourism. At the moment, these needs are not well served by the 'official' publicity material provided through the Ministry of Tourism in their publications and at Trade Fairs (see Appendix 2 to this report). Action 1. Contact tour operators on and off the island. Make them aware of the product, the availability and cost. Help to provide high quality pictures and information for marketing material etc. (High quality photographs could be acquired through an arrangement with visiting press to make their photographs available for publicity material - see further point below, and Appendix 2.) 2. Provide specific assistance for our collaborating local agents to organize 'familiarization trips' for tour operators of two or three days duration, during which they can be introduced to the TRNC. These should be commenced as soon as possible. 3. Provide appropriate funding for our collaborating local agents to attend trade shows and visits to probable future clients companies in European markets. Julie Scott/John Bell 21

22 8.7.2 Guide Books Mention and detail in guidebooks is an invaluable source of information on the product. Guidebook publishers and writers need help they have limited profits to fund good research. Action 1. Contact with guidebook publishers (only a few companies here) to see whether new editions or new books are in preparation. 2. Continuous provision of up to date and detailed information and photographs to guide book publishers. NB this is an ongoing process Direct Mail Rather unusually I do consider that there is a low cost opportunity for direct mail. Using the subject of organic food or any of the niches I have referred to, it s worth pursuing the idea of a leaflet describing the scheme which, in co-operation with organic food delivery companies, could be placed in the organic food boxes which are becoming a common site on many European door steps Exhibitions. The Ministry of Tourism attends a number of worldwide travel and tourism exhibitions regularly. Using their funds I suggest an approach to ensure that they are fully and continuously briefed on the product, that they have a good supply (at least 500 for a major exhibition) of any publicity material (see later) and that continuous contacts try and influence the Ministry and its officials may be through a days conference so that they understand both the nature of the project and, perhaps more importantly, the importance of this project to Cyprus, its economy and its peoples. If they need help which they are paying for then offer it. Julie Scott/John Bell 22

23 8.7.5 Collateral material Don t waste money on expensive printed material this is 2006 we can market much more cheaply using electronic means. But we do need an excellent map of the area (so good that I, as a visitor, could follow it and not get lost) containing background, history, information about opening times etc. This map would also work as an advertisement for the whole scheme so it needs to have brief details and contact web addresses on it as well. Note that the design, printing and paper are vital to the success of this leaflet as a marketing tool. No glossy paper please but a heavy, textures paper with good printing black and white only on coloured paper may well work. Good design is vital in this market and please no advertising the purpose is to attract people to the project and help them when they are in the village not to make money. Action. Produce a good quality, informative map. Distribute throughout the village for the use of guests and distribute throughout island and to tour operators. It is no use just handing some to a shopkeeper. If you start distribution to have to check where the maps are being put and that there are new stock of them. I consider this a first step and the map should be updated as we also consider the need for other pieces of print. I have not seen one piece of print in the TRNC, which I would recommend you to use Tourist Information Offices Action All information offices, including the airport and overseas offices, should have their staff fully briefed. Invite them to come and have lunch in the village provide full information and brochures to all offices and continuously check that these are well stocked and displayed properly. Update the Turizm Tanıtma Dairesi at the Ministry of Tourism on all activities and events. Review their web site if it s not up to date then tell them so Advertising I think advertising as such would be a waste of your money and resources. You are not selling a hotel but a community. I don t believe that high cost advertising will either get you more visitors or appeal to the visitors who I know will want to come and stay in the village. BUT there may be an advantage in some, low cost, tactical advertising. I m thinking here of low or no costs government advertising that you may want to take part in. It s common for there to be NGO or embassy staff magazines talking about local Julie Scott/John Bell 23

24 places and I think gaining access to these would be a little money well spent. Please remember though the pictures, advertising copy (words) and design that you provide for these advertisements must be of the high quality, which, I hope, you have agreed to set yourselves Signage I noted during my visit that road signing is bad. Action 1. Consider updating and re-setting road signs. Provide a welcome and a goodbye sign to the area so people know they ve arrived and provide a village map at a central point. All should be of good quality. The signs say as much about you as the information they give. 2. Consider a branding/slogan/logo for the area. Gateway to the Karpas etc. I have left my two main points until last The Web As I have detailed above the web is a vital tool in today s travel trade particularly for those with a limited budget and those who have something to sell such as your product which is more complicated than just an hotel. It is useless to conduct any marketing at all without first creating a call to action. Whatever publicity we have created with a radio interview, our own printed material or a press article must always end with our web site address. Once we have the prospective visitor on the hook they can then get on to the site to: - o Get more information and detail. o See what is available. o See whether anything, which needs to be booked rooms etc., is free for the necessary dates. o Make the booking. o Pay the amount due or a deposit. It is easy to get payment using a different web site for whish I can provide details. If the site doesn t do all of these things then it s a waste of time from your point of view. o Design of the site is important and it should not be too complicated. o The site should be updated locally that s quite easy to do. Julie Scott/John Bell 24

25 o The site should be simple not too many colours etc and should be linked with other places/people with which the project is associated. This could be operators who could package a holiday or other villages for instance in the South that you will be associated with. o The web address is vital. Remember you may have a lot of people visiting because they have been searching for organic holidays, walking holidays etc and you need to get these people to visit you when you are trawling the web. It s important therefore that you get a good position on the search engines such as Google etc. I think it worth spending time and money on the site, the reservations system (which could be very simple), the web address and on the positioning of that address on the search engines. A new web address of.travel may be available to you. Action Design a web site, agree the address, agree how you ll make this address obvious to those looking for eco, farm, natural, organic holidays etc on the search engines Press and media I am of the strong opinion that, in all markets, it is the media who are going to be of most use to you in getting your message across. First though you need to take care of local publicity I think that s important within Cyprus. It is vital always to remember the local media in everything you do however small. Why is the press the ideal vehicle for you? (a) (b) (c) You have a complicated story, which is best told in its entirety rather than in a one-line advertisement. A good travel press story will give you at least 1500 words plus pictures. Your story is original. It s difficult to sell a holiday article on North Cyprus because the travel pages have been operating for so long that they ve been here before. We need a new angle to get a new article published and you are that new angle. We can highly target the audience by choosing the right journalists from the right newspaper in the market that we re concerned with. We speak through this article to people we know would be interested in experiencing the product. Because we have an original story it s easier for the journalist to get a commission to come to Cyprus and write that story. Julie Scott/John Bell 25

26 (d) (e) Nor is it just a travel story, but can be pitched to many magazines widely read for all those niches, which we ve talked of: weaving, cooking, rural life even for disabilities etc. Editorial is worth so much more than just advertising in the eye of the reader, because: o They believe what the reporter wrote and they ll follow the advice. o Reader will keep the article even if they can t afford a holiday now maybe they can next year. o Other journalists will read the story and, perhaps, want to visit. As part of the suggested press visits we should involve a photographer who visits and takes pictures fro his own publications but agrees that his pictures will be available to the tourist industry, the Ministry and the project for publicity purposes. (We ve already asked a number of photographers to put forward proposals.) Action This is the cheapest form of advertising available and the best. Assuming that the Ministry will contribute an airfare then I think the costs of any visit would be minimal. Car hire would come from operators and accommodation would be under the project itself. Your investment would be in time. Journalists don t want five star luxury, but they do want an original story which takes them away from home for the shortest possible time. I would suggest some further advice on this before we set up any visits: Commissioning PR expertise In my opinion I would ask for some short-term public relations help in our main target markets. This would ensure that we got the right journalists, from the right publications and that the articles were published etc. I would have limited PR help in Germany, France and in the UK, which would also cover Ireland, Scandinavia and the Netherlands. Concentrate on markets with direct air services and don t organise large trips just one or two at a time allowing them to do what they want to do whilst experiencing the product to the full Markets I believe that currently the key target markets should be: 1. United Kingdom Julie Scott/John Bell 26