TOURISM DESTINATION MARKETING

INDIGO Tourism Destination Marketing

Customizing strategic approaches to maximize the positive impact in destination resources and global trends.

Through our comprehensive experience servicing international tourism offices and companies in Asia, North America, and other destinations, INDIGO has shown that success stems from integrated destination-marketing capabilities.

Ongoing and effective communication with the destination is key. INDIGO leads with unlimited results, moulding the fundamental elements of marketing: Philosophy of destination, Platform of collaboration and Partners’ motivation

Case study:

Suruga Marketing & Tourism Bureau

Tourism destination marketing consultant (2022 – present)

Initiative:

Take the lead in strategic marketing of Suruga, targeting both international and domestic travel markets. Maximize tangible business results from marketing investment in the region.

Tourism destination marketing consulting:

Destination branding and marketing strategy initiative and advice
Networking with both international and domestic organizations and experts
Implementation of marketing strategy in active projects
In-house human resources training
International trade partner search and joint marketing initiative
Public relations, media marketing, and consumer communication advice, including for social media
Travel trade marketing assistance
Product development and thematic tourism marketing advice
Team building and staff training for Suruga Tourism and their regional business partners

Case study:

Kochi Prefecture

BtoB travel trade marketing, North America and Australia (Supporting project Tosagokoro KK., 2023 & 2024)

Initiative:

Building product marketing systems in international travel distribution channels for substantial destination sales .

B to B travel trade relationship building support:

Initiate strategy preparation based on destination resources and market demand assessment
Identify best combinations of travel products and target market segments for productive project planning
Online destination seminar preparation and organization, including attendee recruitment with in-market INDIGO partners
Setting up Japan National Tourism Organization (JNTO) support for Japan travel update presentation
Follow-up communication leading to next steps of business development

Results and outcome:

Secured highly interested travel professionals as participants in North America and Australia
All webinar recording and destination presentation materials were shared with the registrants for their future cooperation reference
3 school tours booked for 2025 from Australia, Kochi Visitors Convention Bureau to follow up with tour operator

Case study:

USAID TURIZAM Bosnia and Herzegovina

JATA Tourism Expo exhibition and travel trade marketing (2023)

Trade mission support:

Communication with Japan Association of Travel Agents (JATA) for effective options at JATA Tourism Expo exhibition
International market webinar for Bosnia and Herzegovina travel trade professionals
Trade event booth attendance support and networking with industry partners onsite in Osaka.

B to B relationship building:

Japanese overseas travel market business strategy introduction
Marketing partnership concept preparation
BtoB relationship building with key tour product planners in Tokyo
Business meeting support for communication efficacy leading to next steps of potential product development and marketing partnerships

Results and outcome:

Destination seminar as part of the official event program, with participation of 22 representatives of leading Japanese tour operators in Osaka.
Out of eight business meetings in Tokyo with Japanese quality tour planners, two have started developing new itineraries with Bosnia and Herzegovina as the main destination. TURIZAM to follow up with destination education and local product introduction

Case study:

Onuma Educational Project (OEP)

Nanae Onuma Adventure Cycling (2023)

Goal:

Prepare export-ready regional adventure travel product by assisting local operator in overall experience designing.

Travel product preparation consulting:

Evaluated plans and experiences, taking into account values of local resources and target customer expectations with travel trends
Tested itinerary on site, analyzed current program, found other elements that are attractive to international travel markets
Provided feedback to fine-tune activities and highlight areas of customer satisfaction
Suggested new ideas, additional elements, and how to build more competitive programs as requested in customer feedback
Supported marketing tool preparation

Next step:

The OEP team successfully marketed their tour product, fat-bike tour on ice, during their first winter season.
Based on customer evaluation of the tour, they plan to tweet programs for better experiences next season.
As Phase 2 of tour development, the team plans for more spontaneous marketing and sales in overseas travel markets next season.
With knowledge gained from the season, new tours of different types/themes utilizing a variety of local reroutes are planned.

Case study:

Japan new golden route product assessment and international marketing strategy report (2020-2021)

Goal:

Analyze product potential in different overseas travel markets, and consult for preparation for strategic marketing projects through pandemic and beyond.

Product Assessment:

Expert SWOT analysis by INDIGO parter professionals in UK, France, Germany, USA, Taiwan, Singapore and Australia
Evaluation based on current consumer sentiment and future outlook
Product/market matching suggestions
Listing selected exclusive tour operators capable in high-end travel arrangement

Marketing strategy:

Strategy to serve as core marketing guidance for the destination, tourism products and services
Strategic key elements and tactical methods to identify target market audience
Progressive marketing approach to optimize investment
Partnerships to increase quality and value
Effective marketing projects to start in 2021/22

Next step:

INDIGO joins Zen Resorts’ marketing development process for Japan new golden route, and initiate most investment-worthy marketing plan to maximize destinations potential with capability of INDIGO professional partners in overseas markets.

Case study:

Tourism Shizuka Japan (TSJ Director, 2017- March 2021)

Goal:

Increase international travel and tourism markets for positive economic return while benefiting both traveler and local community.

Tourism-destination marketing:

Implementation of DMO strategy into active projects
In-house and regional human resources training
Stakeholder partnerships, networking, and collaboration
International partner search: trade, media, and organizations
Public relations, media marketing, and consumer communication including social media
Travel trade marketing
Product development and trade distribution system preparation
Event and thematic tourism marketing
Project review, effect evaluation, and report

Outcome:

International overnight guest count increased by 56% to 2.3M in 2019 (from 1.5M in 2017).
International tourism revenue assumption increased to JPY44.2billion (USD410M)
Created 60 media coverage in international markets resulting ad value of JPY856M (USD8M, amount revealed for the 13 exposures only) in 2019 (Korea, Taiwan, UK, USA, Germany, France, Canada, Switzerland, New Zealand, Brazil)
Created 42 new tour itineraries in store with international tour operators in 2019 (Global, Germany, France, UK, Canada, Australia, Taiwan, Cruise, Cycling, and others)
Collaborations with 16 regional municipalities/organizations for over 50 projects total in 2019
Developed over 80 export-ready local travel experience packages
Organized 38 seminars/training/forums where participants counted over 2,000 total in 2019

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TOURISM DEVELOPMENT STRATEGIES

Responsible planning for sustainable development of communities through travel and tourism.

TOURISM DESTINATION MARKETING

Customising strategic approaches to maximise positive impacts of destination resources and global trends.

TRADE & GOVERNMENT RELATIONS

Managing B2B strategies that adheres to regional regulations and cultural guidelines.

PR & MEDIA PARTNERSHIPS

Interpreting partner needs with international insights and best matching with unique stories.

CREATIVE PRODUCTION

Engaging core markets with most effective ways for successful B2C communication.

SPECIAL PROJECTS & EVENTS

Strategic thinking from holistic views to achieve innovative synergy and productive outcome.

TOURISM DESTINATION MARKETING

INDIGO Tourism Destination Marketing

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Tourism destination marketing consulting:

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B to B travel trade relationship building support:

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Trade mission support:

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Travel product preparation consulting:

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Product Assessment:

Marketing strategy:

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Tourism-destination marketing:

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