Tourism Development of the RA Vision Strategy Action plan 2017

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1 Tourism Development of the RA Vision Strategy Action plan 2017 State Committee for Tourism of the Ministry of Economic Development and Investment of Armenia

2 AGENDA Statistics State policy goals, objectives and obstacles Action Plan 2017 Gaps 2

3 STATISTICS 3

4 TOURISM AS ONE OF THE MAIN DRIVERS OF ECONOMY Source: World Travel and Tourism Council World Average 3.3% Emerging Destinations 4.4%

5 DIVERSITY OF TOURISM

6 DOMESTIC TOURISM 6

7 GROSS RECEIPTS Gross receipts from incoming tourism for 2015 is $950 million Gross receipts from domestic tourism for 2015 is $280 million 7

8 ACCOMODATIONS Number of accommodation establishments Number of rooms (256) 60 % In Regions (184)40 % in Yerevan Number of beds

9 INTERNATIONAL HOTEL BRANDS IN ARMENIA Currently in Armenia In Pipeline 2 hotels In hotels In 2017 In 2018 In

10 OUR TARGETS BY ,5 million incoming tourists annually, of which 1,2 million Diaspora Armenians visits 1,5 million domestic tourism $ 2,5 billion annual receipts from incoming tourism Increase average spending per visitor from $700 to $1000 $450 million receipts from domestic tourism 50 new hotels with 3,000 beds 15,000 additional jobs 10

11 CHALLENGES Accessibility: direct air transportation with many of potential markets Improving the service quality: Developing uniformly high quality visitor services throughout the country Need to establish an NTO and a Convention Bureau Improving road access and infrastructure in some of the country s most spectacular natural areas; Improving the legal framework for tourism development Improving statistics for strong strategic planning 11

12 OUR VISION Through sustainable development of tourism contribute to: Consistent and proportionate territorial economic development of Armenia; create economic opportunities for local communities Growth of national income, improvement of living standards; Preservation, development, proper presentation and promotion of historical and cultural heritage; Preservation, rational consumption and development of natural resources, as well as solution of environmental issues; Increasing awareness about Armenia and Armenian people; Development of an image of Armenia as a top desirable tourist destination; Strengthening and development of Armenia-Diaspora relations and preservation of national identity Preservation, development and promotion of universal values, strengthening of international solidarity and peace as well as increasing the role of Armenia in these processes. 12

13 STRATEGIC OBJECTIVES Enhance the image of Armenia as a stable and safe country, with a favorable and attractive environment for entrepreneurship, investments and tourism; Expand and enhance data collection and analysis and market research Diversification of Armenian tourism product; Diversification of markets focusing on markets with accessibility, proximity and interest towards Armenian tourism offer Overcoming seasonality issues Accessibility of Armenia to world markets. 13

14 STRATEGIC OBJECTIVES Development of infrastructures Quality of service - Provide international standard services and amenities for visitors Building stronger public/private partnerships for tourism product development and investments Efficient Destination management Support the private sector Enhance International cooperation 14

15 PILLARS OF TOURISM POLICY Institutional Improvements Stakeholder coordination Marketing and promotion Tourism offer diversification International cooperation Capacity building Infrastructure development 15

16 INSTITUTIONAL IMPROVEMENTS Evaluate the impact of tourism growth through the collection and analysis of quantitative and qualitative data: Visitor Surveys Implement SECT System -Border electronic control information system Satellite account Improve the legislation regulating the tourism sector. New Tourism Law - licensing and certification DMO/Information Centers Administrative Register Revise taxation and customs policies, improve tax administration, create a mechanism of direct allotments for the development of tourism attractions from tourism generated incomes within the framework of RA legislation. Continue easing accessibility to Armenia through visa requirements 16

17 STAKEHOLDER COORDINATION AND CONSOLIDATION Enhance the public and stakeholder awareness about the State Tourism policy, goals and actions through Tourism Advisory Board Donor Coordination Council State Inter-agency Coordination Board Community development and education for understanding the tourism benefits Strengthen private sector through professional associations 17

18 MARKETING AND PROMOTION Develop an annual marketing strategy: define target markets, action plans and KPIs Develop marketing and PR strategies for all stages of the tourist decision making Raising awareness about Armenia through PR and marketing campaigns Branding of the country as a destination, profiling individual tourist sites and their effective presentation and promotion in global (target) markets Tourism Branding Development of marketing collateral Aggressive electronic marketing and promotion Travel Expos Road shows FAM trips Launch aggressive digital media campaign (website, social media) Involve trade representatives, diplomatic representatives and the Diaspora in promoting Armenia Undertake annual domestic tourism campaign. 8) Promote importance of tourism industry to Armenian public. 18

19 TOURISM OFFER DIVERSIFICATION Establishment of DMOs and Information Centers in the regions Develop Site management plans for major tourism attractions Promote PPP to attract investors Design new, competitive destinations, prioritize tourism sites and attractions in Armenia Design and develop new attractive, competitive (including unique) itineraries Evaluate main tourism resources required for the development of tourism priority directions in Armenia Ensure effective use and preservation of natural, cultural and historical resources, identification of new resources, their design and commercialization. Revitalize national traditions and culture through events and festivals Categorize High Involvement and Low Involvement tourism products and develop strategies to package and promote: Develop winter and sports tourism investment packages Develop spa and health tourism. Develop ecotourism include specially protected nature areas in the tourism product. Adventure tourism Religious Tourism Cultural tourism MICE Tourism Ensure regional cooperation and create a regional tourism product. 19

20 INTERNATIONAL COOPERATION Active participation in UNWTO activities Active participation in Commonwealth of Independent States Tourism Council Active participation in other world tourism organizations Ensure private sector participation in Travel Trade associations 20

21 CAPACITY BUILDING Develop a quality standards/certification program for the tourism sector Support the operations of the International Study Center for Guides Ensuring participation of all stakeholders in the process of developing tourism guidelines and professional education programs Establish sound qualification system for accommodation and food outlets, develop B&B network particularly in the Marzes Ensure quality management (including control) through regulation and voluntary certification Maintain and enhance tourist guide services through improvement of licensing system and continual training Organization of seminars and trainings for communities in the region Establish active and efficient cooperation among academia, employers and stakeholder state entities in the design and approval of educational programs to ensure their consistency with the current demand. Support cooperation with international universities and organizations in accreditation of tourism courses Develop cooperation among academia, employers, job agencies as well as training and retraining centers. 21

22 INFRASTRUCTURE DEVELOPMENT Expand airline route network and frequency of flights to key markets. Improve quality and maintenance of roads between tourism areas and to borders. Design & implement strict planning controls in tourism areas Devise and implement infrastructure development and investment plans for tourism areas in cooperation with the private sector. Improve the signage, tourist services and facilities and information at key attractions and sites. Improve and modernize communications infrastructure. Encourage establishment and development of mid-market accommodations and food outlets. Development of a unified system of tourism information centers in Yerevan and the regions 22

23 ACTION PLAN 2017 Accessibility Affordability Awareness 23

24 TARGET MARKETS* Target markets Proximity Accessibility Interest Low-investment product packaging Internal market Iran TO EXPLORE China Potential target market development strategy High Investment product development strategy Western Europe* Japan GCC countries Russia Diaspora *Also focuses on countries with direct flights to Armenia 24

25 GOALS OF THE SHORT TERM ACTION PLAN Proximity tourist Accessibility Interest travelers Target markets Individual Group travelers Business Raising awareness about Armenia Match and Package Lowinvestment products with target markets Strategy for Potential target market development Strategy for High Investment product development 25

26 LOW INVESTMENT TOURISM PRODUCTS Target markets Proximity Accessibility Interest Low-investment product packaging Packaging of low-investment products* Adventure tourism Religious Tourism Cultural tourism MICE Tourism Potential target market development strategy High Investment product development strategy Tourism asset database * includes route development: enotourism, hiking, biking, mountaineering, gastro, birdwatching

27 HIGH INVESTMENT PRODUCT DEVELOPMENT Target markets Proximity Accessibility Interest Low-investment product packaging Strategy for Development of New Products Potential target market development strategy High Investment product development strategy Health tourism Rural tourism - Homestays Winter tourism

28 MARKETING AND PROMOTION BY COUNTRY Internal State support to organization of festivals in regions State support to development of hiking trails Development of less known tourism destinations Public relations and awareness campaigns Iran Diaspora Fostering relations between tourism industry businesses of Armenia and Iran Developing of Yerevan-Aras itinerary, opening of an Armenian tourism office in Aras free economic zone FAM trips for travel journalists and industry professionals Participation in travel expos in Iran Road shows Promo events and presentations in at least 3 Diaspora Armenian communities in cooperation with the church, Armenian Embassies and local community organizations Promotion articles in Diaspora magazines Dissemination of information about Armenia and Armenian tourism products through news channels of the Diaspora religious, cultural, Armenian studies centers and professional unions. Negotiations with national TV channels for broadcasting programs about Armenia and Armenian tourism product 28

29 MARKETING AND PROMOTION BY COUNTRY Western Europe Participation in travel expos Promoting Armenia through travel guides Opening of an Armenian info office in Germany in cooperation with German Kerkher company Further development, updating and promotion of German language website about Armenia Development of religious, cultural and eco tour packages in German language Road shows in a number of Western European cities FAM trips for travel journalists and industry professionals Publishing of at least 5 articles about Armenia in popular Western European magazines GCC Countries Road shows FAM trips for travel journalists and industry professionals Participation in travel expos 29

30 MARKETING AND PROMOTION BY COUNTRY Russia Year of Armenia in Russia: organization of events and presentations engaging state and private sectors, presentation of the project Russian trace Participation in large-scale B2B and B2C international travel expos, including MITT 2017, Leisure and other specialized tourism expos and conferences Opening of representations in target cities FAM trips for travel journalists, industry professionals and MICE tour operators Broadcasting of 4-7min films about Armenia as a touristic destination and the Russian trace in Armenia and 45 secs thematic promo ads on leading Russian TV channels Articles about Armenia in popular Russian magazines Publishing a guidebook on Armenia in Orange guide and Polyglot guide publishing series (8000 copies) Promo materials and boards using the areas belonging to Armenian businessmen (supermarkets, pharmacies, hotel, etc.) Other marketing collateral 30

31 GAPS 31

32 GAPS Improvement of the tourism information and statistical system: 2017 Survey Border electronic control information system (SECT) Tourism Satellite Account system Policy papers (licensing of tour agencies, guides, hotels and restaurants) international expertise The preparation of detailed Tourism Development Zone (TDZ) Plans The preparation of building design and planning standards - The master plan should provide a vision for tourism development in Armenia and should enhance the competitiveness of Armenia as tourist destination; The preparation of area management plans for sensitive sites Establishment of NTO Marketing and promotion actions/events in target markets Tourism info centers in Yerevan and the regions Administrative register Tourism asset database Festivals Participation in travel expos (major and specialized) 32

33 GAPS Policy papers (licensing of tour agencies, guides, hotels and restaurants) international expertise Tourism asset database Improvement of the tourism information and statistical system: Tourism Satellite Account system 2017 Survey Border electronic control information system (SECT) National tourism action plan (Master plan) Development of marketing collateral Marketing and promotion actions/events in target markets Tourism info centers in Yerevan and the regions Administrative register City asset mapping Festivals Participation in travel expos (major and specialized) 33

34 THANK YOU 34

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