Collaboration with regions at national level, associations, TIC Model in Latvia from practical side on visitor information Inese Šīrava Latvian Tourism Development Agency, Ministry of Economics of the Republic of Latvia 09.09.2013., Cēsis CHARTS Project Thematic Workshops & Study Visits
Tourism Management Structure in Latvia Advisory Board Ministry of Economics Advisory board Regional Tourism Associations Tourism information centres Latvian Tourism development Agency Local authorities Tourism enterprises Tourism Associations National level Regional level
Advisory Board of Latvian Tourism Development Agency ensure the cooperation between state, NGO and industry experts in the implementation of tourism policy; analyze the agency s performance results; provide recommendations on the medium-term activity and marketing strategy, as well as on the implementation of the current operating plan and the improvement of overall performance The Agency s Advisory Board Represented by the following members: Association of Latvian Travel Agents and Operators Association of Hotels and Restaurants of Latvia Ministry of Foreign Affairs Riga Tourism Development Bureau Vidzeme Tourism Association Latvian Advertising Association Ministry of Economics www.tava.gov.lv 3
Who are our visitors?
International visitors 2012 Overnight travellers Russia 272.7 Lithuania Sweden 191.5 203.1 Germany Estonia 122.6 120.8 Norway Finland 65.2 76.3 UK 49.2 Poland Denmark USA France Czheck Republic 27.6 24.6 19 16.8 10.6 Other 235.4 0 50 100 150 200 250 300 Source: Central Statistical Bureau of Latvia, 2013
International visitors 2012 International visitors staying in hotels in 2012 Russia 232552 Germany Lithuania Estonia 87026 93270 120447 + 33,4 % Finland Norway 67643 74172 Sweden 51458 UK Italy Poland Belorussia France Denmark USA 37239 33205 32103 21545 20912 16871 22186 Other 185645 0 50000 100000 150000 200000 250000 Source: Central Statistical Bureau of Latvia, 2013
International visitors 2012 International visitors staying in hotels in 2012 Other 17% Russia, 21% Denmark, 2% France, 2% Belorussia, 2% USA, 2% Poland, 3% Germany 11% Italy, 3% UK, 3% Sweden, 5% Lithuania 8% Norway, 6% Finland, 7% Estonia, 8% Source: Central Statistical Bureau of Latvia, 2013
Tourism Marketing Strategies Latvian Tourism Marketing Strategy 2010 2015: Tourism development objectives Target markets Tourism products Source: www.tava.gov.lv
Priority Target Markets HIGH PRIORITY FI DE Germany NO EE - Estonia SE EE FI - Finland UK NL DK DE LT RU LT - Lithuania RU - Russia SE - Sweden ES IT SECONDARY PRIORITY NO - Norway DK - Denmark UK- United Kingdom NL the Netherlands ES - Spain IT - Italy 9 Source: Latvian Tourism Marketing Strategy for 2010-2015
Tourism Marketing Strategies Latvian Tourism Marketing Strategy 2010 2015: Tourism development objectives Target markets Tourism products Latvian Tourism Marketing External Communication Strategy (for high priority markets) Communication objectives Particular segments to be targeted Products to be communicated Messages to be communicated Communication channels and instruments Source: www.tava.gov.lv
Communnication Channels AIDA model In the different stages on the road towards a purchase, channels have different abilities and applications with which to influence the customer: TV & Out-doors are good at initial Awareness building Printed press and Internet information is good at enforcing and developing Interest Internet & Brochures are efficient to strengthen Desire Brochure & FaceToFace contacts push towards a particular action purchase
Where did visitors get information about tourism opportunities in Latvia
Where did visitors get information about tourism opportunities in Latvia On internet: 68 % Kur Jūs ieguvāt informāciju par tūrisma iespējām Latvijā? Total Kopā (N=3076) Lithuania Lietuva (N=425) (N=425) Igaunija Estonia (N=192) (N=192) Krievija Russia (N=716) (N=716) Vācija Germany (N=420) (N=420) Lielbritānija UK (N=156) Sweden Zviedrija (N=151) Finland Somija (N=110) (N=110) On internet: search Internetā: Interneta meklētāji engines 46,2% 37,2% 34,9% 36,6% 52,1% 47,4% 52,3% 60,0% Recommendations Draugu, paziņu from friends, word rekomendācijas of mouth 45,6% 56,5% 50,0% 46,6% 43,1% 56,4% 48,3% 31,8% Previous Iepriekšējā visits vizīte 34,6% 57,2% 63,0% 48,3% 17,1% 37,2% 24,5% 15,5% Ceļojumu Guide rokasgrāmatas books 24,5% 15,1% 11,5% 9,8% 47,9% 26,9% 31,1% 37,3% On internet: tourism Latvijas tūrisma portāls portal www.latvia.travel 9,0% 7,1% 5,7% 5,3% 13,3% 13,5% 14,6% 5,5% On internet: social Internetā: sociālajos networks tīklos 8,5% 6,4% 9,9% 5,6% 7,9% 21,2% 12,6% 6,4% Suggestions Tūrisma aģentu from padomi travel agents 7,9% 5,2% 6,8% 6,6% 13,6% 10,9% 7,3% 5,5% Tour Tūrisma operator aģentūru brochures bukleti 5,4% 2,4% 1,6% 2,8% 7,1% 4,5% 8,6% 11,8% TV, radio 5,1% 5,2% 2,1% 2,0% 6,9% 8,3% 6,6% 5,5% Newspaper, magazine Laikrakstos, features žurnālos 3,9% 4,9% 2,6% 1,3% 4,5% 6,4% 6,0% 7,3% On Internetā: internet: viesnīcu hotel reservation rezervācijas systems sistēmas 3,7% 1,6% 4,2% 7,0% 1,7% 2,6% 1,3% 3,6%
Where did visitors get information about tourism opportunities in Latvia Kur Jūs ieguvāt informāciju par tūrisma iespējām Latvijā? On internet: search Internetā: Interneta 46,2% 37,2% 34,9% 36,6% 52,1% meklētāji engines Recommendations Draugu, paziņu from friends, word 45,6% 56,5% 50,0% 46,6% 43,1% rekomendācijas of mouth Guide books are popular among Germans, Finns and 47,4% 52,3% 60,0% Swedes Total Kopā (N=3076) Lithuania Lietuva (N=425) (N=425) Igaunija Estonia (N=192) (N=192) Krievija Russia (N=716) (N=716) Vācija Germany (N=420) (N=420) Lielbritānija UK (N=156) Sweden Zviedrija (N=151) Finland Somija (N=110) (N=110) 56,4% 48,3% 31,8% Previous Iepriekšējā visits vizīte 34,6% 57,2% 63,0% 48,3% 17,1% 37,2% 24,5% 15,5% Ceļojumu Guide rokasgrāmatas books 24,5% 15,1% 11,5% 9,8% 47,9% 26,9% 31,1% 37,3% On internet: tourism Latvijas tūrisma portāls portal www.latvia.travel 9,0% 7,1% 5,7% 5,3% 13,3% 13,5% 14,6% 5,5% On internet: social Internetā: sociālajos networks tīklos 8,5% 6,4% 9,9% 5,6% 7,9% 21,2% 12,6% 6,4% Suggestions Tūrisma aģentu from padomi travel agents 7,9% 5,2% 6,8% 6,6% 13,6% 10,9% 7,3% 5,5% Tour Tūrisma operator aģentūru brochures bukleti 5,4% 2,4% 1,6% 2,8% 7,1% 4,5% 8,6% 11,8% TV, radio 5,1% 5,2% 2,1% 2,0% 6,9% 8,3% 6,6% 5,5% Newspaper, magazine Laikrakstos, features žurnālos 3,9% 4,9% 2,6% 1,3% 4,5% 6,4% 6,0% 7,3% On Internetā: internet: viesnīcu hotel reservation rezervācijas systems sistēmas 3,7% 1,6% 4,2% 7,0% 1,7% 2,6% 1,3% 3,6%
Where did visitors get information about tourism opportunities in Latvia On internet: search Internetā: Interneta meklētāji engines Recommendations Draugu, paziņu from friends, word rekomendācijas of mouth 46,2% 45,6% 37,2% 56,5% 34,9% 50,0% Reccommendations where important source for EST, UK, LT, SE, RU tourists Kur Jūs ieguvāt informāciju par tūrisma iespējām Latvijā? Total Kopā (N=3076) Lithuania Lietuva (N=425) (N=425) Igaunija Estonia (N=192) (N=192) Krievija Russia (N=716) (N=716) Vācija Germany (N=420) (N=420) Lielbritānija UK (N=156) Sweden Zviedrija (N=151) Finland Somija (N=110) (N=110) 36,6% 46,6% 52,1% 43,1% 47,4% 56,4% 52,3% 48,3% 31,8% 60,0% Previous Iepriekšējā visits vizīte 34,6% 57,2% 63,0% 48,3% 17,1% 37,2% 24,5% 15,5% Ceļojumu Guide rokasgrāmatas books 24,5% 15,1% 11,5% 9,8% 47,9% 26,9% 31,1% 37,3% On internet: tourism Latvijas tūrisma portāls portal www.latvia.travel 9,0% 7,1% 5,7% 5,3% 13,3% 13,5% 14,6% 5,5% On internet: social Internetā: sociālajos networks tīklos 8,5% 6,4% 9,9% 5,6% 7,9% 21,2% 12,6% 6,4% Suggestions Tūrisma aģentu from padomi travel agents 7,9% 5,2% 6,8% 6,6% 13,6% 10,9% 7,3% 5,5% Tour Tūrisma operator aģentūru brochures bukleti 5,4% 2,4% 1,6% 2,8% 7,1% 4,5% 8,6% 11,8% TV, radio 5,1% 5,2% 2,1% 2,0% 6,9% 8,3% 6,6% 5,5% Newspaper, magazine Laikrakstos, features žurnālos 3,9% 4,9% 2,6% 1,3% 4,5% 6,4% 6,0% 7,3% On Internetā: internet: viesnīcu hotel reservation rezervācijas systems sistēmas 3,7% 1,6% 4,2% 7,0% 1,7% 2,6% 1,3% 3,6%
Where did visitors get information about tourism opportunities in Latvia On internet: search Internetā: Interneta meklētāji engines Recommendations Draugu, paziņu from friends, word rekomendācijas of mouth 46,2% 45,6% 37,2% 56,5% 34,9% 50,0% Every third tourist had info from previous visits, mostly from EST, LT, RUS, UK Kur Jūs ieguvāt informāciju par tūrisma iespējām Latvijā? Total Kopā (N=3076) Lithuania Lietuva (N=425) (N=425) Igaunija Estonia (N=192) (N=192) Krievija Russia (N=716) (N=716) Vācija Germany (N=420) (N=420) Lielbritānija UK (N=156) Sweden Zviedrija (N=151) Finland Somija (N=110) (N=110) 36,6% 46,6% 52,1% 43,1% 47,4% 56,4% 52,3% 48,3% 31,8% 60,0% Previous Iepriekšējā visits vizīte 34,6% 57,2% 63,0% 48,3% 17,1% 37,2% 24,5% 15,5% Ceļojumu Guide rokasgrāmatas books 24,5% 15,1% 11,5% 9,8% 47,9% 26,9% 31,1% 37,3% On internet: tourism Latvijas tūrisma portāls portal www.latvia.travel 9,0% 7,1% 5,7% 5,3% 13,3% 13,5% 14,6% 5,5% On internet: social Internetā: sociālajos networks tīklos 8,5% 6,4% 9,9% 5,6% 7,9% 21,2% 12,6% 6,4% Suggestions Tūrisma aģentu from padomi travel agents 7,9% 5,2% 6,8% 6,6% 13,6% 10,9% 7,3% 5,5% Tour Tūrisma operator aģentūru brochures bukleti 5,4% 2,4% 1,6% 2,8% 7,1% 4,5% 8,6% 11,8% TV, radio 5,1% 5,2% 2,1% 2,0% 6,9% 8,3% 6,6% 5,5% Newspaper, magazine Laikrakstos, features žurnālos 3,9% 4,9% 2,6% 1,3% 4,5% 6,4% 6,0% 7,3% On Internetā: internet: viesnīcu hotel reservation rezervācijas systems sistēmas 3,7% 1,6% 4,2% 7,0% 1,7% 2,6% 1,3% 3,6%
Visitor information Activities of LTDA in cooperation with Latvian tourism industry
Official Tourism Portal www.latvia.travel 1.89 mln visits a year 1.27mln unique visitors 6.02 mln page views 3.19 page views per 1 visit 3,23 min. average time on page TOP countries: 1. Lithuania 2. Russia 3. Estonia 4. Germany 5. UK 6. USA 7. Finland 8. Sweden 9. Japan 10. Ukraine
Official Tourism Portal www.latvia.travel 9 languages Data input Cooperation with regional tourism associations Vidzeme Tourism association
Data exchange - www.latvia.travel www.vidzeme.com - One entry - Saved time, financial and human resources - Easy updating - Cooperation with EU tourism project implementers (sustainability, actual info after project ends)
Latvia.travel banners example www.tourism.cesis.lv
Latvia.travel video stories Example visitligatne.lv
Latvia.travel mobile app.
Latvia.travel mobile app promotion
Advertising campaigns in high priority markets Example: landing page for campaign in Germany
Advertising campaigns in high priority markets Example: out-door advertising in Finland
Advertising campaigns in high priority markets Example: internet advertisements in high priority markets
Latvian Tourism Newsletter www.greetingsfromlatvia.lv 12 500 subscribers: incl. Travel agents, Mass media, Travel Media, Tourism Associations, Professionals, News Agencies Regional tourism associations and TIC s provide actual info
Tourism information brochures TOP 10 Tourism Destinations in Latvia Image brochure of Latvia Regional Tourism Maps (Vidzeme, Kurzeme, Latgale, Zemgale) Rīga and the surroundings tourism map Latvia Tourism Map Baltic Camping Map Baltic Tourism routes(2013) Tourism map for families with children (2013) Tourism map for nature tourists (2013) Tourism map for people with disabilities (EDEN) Thematical brochures: Health tourism brochure Tourism routes One day in Riga and its surroundings Latvia tourism routes (2013) Nature tourism (2013) Cultural tourism and Riga European capital of culture 2014 www.tava.gov.lv/lv/tava-izdotas-publikacijas
Tourism information brochures Regional associations and TIC s: Collect information Correct layouts Disseminate information materials in TIC s, industry events etc. www.tava.gov.lv/lv/tava-izdotas-publikacijas
Interactive presentation Video stories for Latvian tourism presentations: Latvian top 10 tourist destinations/attractions Culture Nature Events Wellness MICE Best Enjoyed Slowly www.tava.gov.lv/lv/interaktiva-prezentacija-par-latviju
Video stories Best Enjoyed Slowly, EDEN destinations, culture and health tourism videos www.tava.gov.lv/lv/video
Fam trips / workshops / presentations for tour operators and journalists Main themes: local gastronomy, nature, ecotourism, health tourism, regional offer Cooperation with regional associations and TIC route planning, information, presentation
International travel fairs 2013/14 - national stand WTM, London, UK Matka, Helsinki, Finland Adventur, Vilnius, Lithuania Tourest, Tallinn, Estonia ITB, Berlin, Germany MITT, Moscow, Russia Vakantiebeurs, Utrecht, the Netherlands Otdih, Minsk, Belorussia Reisen Hamburg, Hamburg, Germany F.re.e, Munich, Germany IMEX, Frankfurt, Germany
Information stands on the main roads - Regional maps Kurzeme, Vidzeme, Zemgale, Latgale - Top 10 destinations LV, ENG, RUS - TIC info - Practical info- uzziņu dienesta un neatliekamās palīdzības tālruņi - atvia.travel QR code
Cooperation with tourism information centres TIC statistical data basis TIC info seminars information exchange/ fam trips to other regions Regular information exchange
www.tava.gov.lv and www.facebook.com/tava.gov.lv Communication with tourism professionals in LTDA home page and Facebook In E-storage available e-materials for tourism industry (e-brochures, video stories, banners, interactive presentations etc.)
Visitor journey Recollection of the experience Planning Traveling home Booking Visiting destination Traveling to destination
Latvia Best Enjoyed Slowly! www.tava.gov.lv www.latvia.travel www.greetingsfromlatvia.lv www.facebook.com/tava.gov.lv