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  • GB Marketing Program

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    Ahmed Hassan
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    The document provides an overview of the GB tourism industry and its strategy for growth. It analyzes strengths, weaknesses, opportunities, and threats (SWOT). It segments the market into Explorers and Buzzseekers and crafts positioning statements for each. It outlines actions around product, pricing, place, and promotion to boost tourism. The long-term strategy aims to make GB a leading tourist destination through world-class service, tax reforms, rural investments, boosting business capabilities, stimulating demand, and deepening partnerships.

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    The document provides an overview of the GB tourism industry and its strategy for growth. It analyzes strengths, weaknesses, opportunities, and threats (SWOT). It segments the market into Explorers and Buzzseekers and crafts positioning statements for each. It outlines actions around product, pricing, place, and promotion to boost tourism. The long-term strategy aims to make GB a leading tourist destination through world-class service, tax reforms, rural investments, boosting business capabilities, stimulating demand, and deepening partnerships.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    12 views10 pages

    GB Marketing Program

    Uploaded by

    Ahmed Hassan
    The document provides an overview of the GB tourism industry and its strategy for growth. It analyzes strengths, weaknesses, opportunities, and threats (SWOT). It segments the market into Explorers and Buzzseekers and crafts positioning statements for each. It outlines actions around product, pricing, place, and promotion to boost tourism. The long-term strategy aims to make GB a leading tourist destination through world-class service, tax reforms, rural investments, boosting business capabilities, stimulating demand, and deepening partnerships.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    GB Tourism

    Overview

    1. Source: The GB Tourist 2019 Annual Report


    SWOT ANALYSIS

    2.
    MARKET
    SEGMENTATION

    2.3.
    Source: VisitBritain. International Passenger Survey, 2019 snapshot: https://www.visitbritain.org/2019-snapshot
    Source: Visit Britain, IPS inbound (international) overnight tourism, 2019
    EXPLORERS BUZZSEEKERS

    4.
    BUZZSEEKERS
    Positioning Great Britain guarantees
    you a journey full of
    Statement adventure, enthusiasm and
    fun experiences through
    For Germany
    great musical, artistic and
    sporting events.

    EXPLORERS
    Great Britain will help you to
    have a great experience that
    enriches the knowledge and
    learning of different cultures
    through Exhibitions and
    events throughout the year.

    5.
    Actions
    PRODUCT
    Providing
    World-Class Service
    Using ETAs to
    Boost Tourism

    Investing in Rural and


    Seaside Areas

    6.
    Actions
    Making
    PRICING

    Taxation Work
    Reforming Business
    Rates

    Creating Sustainable
    Destinations

    7.
    Actions
    Enhancing the
    Competitiveness
    PLACE

    Enhancing the
    Capability of
    Businesses

    Creating a Supportive
    Policy Environment

    8.
    Actions
    PROMOTION

    Creating
    Consumer Confidence

    Stimulating Consumer
    Demand

    Deepen Our Partner


    Relationships

    9.
    LONG TERM
    STRATEGY

    10.

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