Montenegro Case Study Slavica Vukčević, Executive Director CENTRE FOR SUSTAINABLE TOURISM INITIATIVES www.cstimontenegro.org MONTENEGRO ADVENTURES www.montengro-adventures.com 1
CSTI & MA Tourism is accorded the highest development priority of all industries in Montenegro The sustainable use of natural resources, the involvement of the public and private sector, the attractiveness of the overall product and international competitiveness are the factors which will decide on employment and prosperity for large sections of population, for the coming generations as well The idea of establishing the CSTI in 2006 came from tourism development initiatives started under CRDA-E program with funding provided by USAID 2
We Knew Sustainable tourism can play a vital part in addressing such problems as poverty, poor infrastructure and unemployment Tourism generally provides a variety of positions (from unskilled to skilled, part-time to full time; for both genders); even a short term employment opportunity can have a profound effect on the well-being of the unemployed or poor population, as well as to their social organization and social functioning 3
Issues Some of the questions: How to narrow the performance gap between North and South in relation to economic growth How to cope with demographic decline of a scale that is almost frightening in rural areas in the north How to kick off the tourism projects when north was invisible as tourism destination even in Montenegro How to create income in municipalities that do not have overnights (accommodation infrastructure, road infrastructure lacking) 4
Solutions Offered An innovative program of package tours (from one day sightseeing trips to 14 days pre-packaged and tailor made tours) Targeting the niche that is interested in sustainable development concepts ecological, village, agro, and adventure tourism, with emphasis on outdoor activities Efficient and competitive MICE solutions (focusing on incentives for smaller groups that might consider adventure as a part of team building component) 5
Products Pre-arranged package tours Tailor made package tours Pre-arranged excursions/ day trips Tailor made excursions/ day trips Balkan Regional Tours Initial ones prepared and will be conducted in cooperation with Green Visions from BiH (published in Exodus catalogue for 2008) 6
Pre arranged Tours 7 variations in lengths 42 itineraries designed 10 day prearranged tour 60 stakeholders included 7
Excursions Pre arranged boat cruise on the Skadar Lake 8
Example: Tailor Made Tours - 14 Day Pilot Biking Tour Scepan Polje Susica hut Zabljak Mojkovac Ceranica Gora Kolasin Vranjak Katun Eco Stavna Tivat Podgorica 9
Delivery Channels Business to Customers (B2C) To individuals and groups who visit Montenegro for leisure Business to Business (B2B) Only to other businesses 10
Niches in Demand Theme based tours Scenic route in Montenegro Sporting Montenegro Cultural holidays Great holidays on a small budget Eco tours/photography adventures The Fascination of Water Three levels of difficulty Easy Moderate Adrenalin 11
Example: Photography Adventure 12
Marketing Strategy 13
Printed Promotional Material Brochures English French German Leaflets Fliers Roll walls 14
Publicity & Advertising Newsletters Familiarization tours Travel magazines Guidebooks Media 15
Example: Travel Magazines National Geographic Adventure Magazine March 2008 In-flight Magazine: Montenegro Airlines spring 2007 5/20/2008 Montenegro Case Study 16
National Geographic Adventure Magazine 17
Tourism Fairs International WTM London ITB Berlin Holiday World Prague Luxemburg Brussels Regional & Local IFT Belgrade; METUBES Budva 18
Regional Fair IFT Belgrade 2008 19
Paid Advertising ABTA, UK Bradt Travel Guide Montenegro third edition Montenegro in Your Hands guidebook first edition Petit Fute 20
Promotional Objects T-Shirts Scarves Souvenirs 21
Internet Promotion Websites www.montenegro-adventure.com New travel portal with whl.travel 3 destination management sites On-line booking in perspective www.montenegro.travel Forums and blogs 22
Example: Montenegro Adventure Website www.montenegro-adventures.com 23
Example: WHL Staging Site Whl.travel Budva 24
Example: WHL Staging Site Whl.travel - Kotor 25
Partnerships SNV Dutch Development Organization IFC - World Bank Group / World Hotel Links British Council Green Visions RDA for Uzice / Zlatibor Region Membership: TIES Development Crossing 26
THANK YOU! Slavica Vukcevic Executive Director Mobile: + 382 69 338 062 E-mail: slavica@cstimontenegro.org Centre for Sustainable Tourism Initiatives Moskovska 63 4 81000 Podgorica Montenegro Tel/fax: + 382 202 381 www.cstimontenegro.org 27