HERITAGE TOURISM BRAND: LIVING PALACES

1. tarekalitaha@gmail.com – Tarek
2. amen27g@gmail.com – Amen
3. oluwatosin.adimola@gmail.com - Tosin
4. djanjr@gmail.com – Famy
5. odlivingston@gmail.com Livingston
6. -kate

Tourism is a social, cultural and economic phenomenon which entails the movement of
people to countries or places for personal or business/professional purposes:

Types:

- Domestic
- Inbound
- Outbound – give free access but limited achieve are some interface need to be paid for
to access.

Current value: 556.96 billion in 2022 is expected to expand annual growth rate (CAGR) of
3.8% from 2022-2030.

Emphasis on culture but architectural culture since the growth is sustainably driven by
government initiatives, in promoting culture in the tourism industry and the peale growth is
2030, we good to go.

Benefits of Cultural Heritage:

Besides providing economic gain, cultural heritage preservation (conservation) protects local
and national identity; pride, and reminds people of their common history and progress.

The global heritage tourism market size was valued at USD 556.96billion in 2021 and is
expected to expand at a compound arrival growth rate (CAGR) of 3.8% from 2022 to 2030.
The growth is substantially driven by the initiatives taken by the governments to produce
culture in tourism industry (listed buildings in the control of the government’s 3D Printer)

Why visit the attraction in heritage sites?

1. Heritage experience
 2. Learning experience
3. Recreational experience.

Task: Validly threats – Tarek and Fanny (Pilot survey and results must be ready in 2
Weeks before the other engagements begins or can run concurrently).

You will basically collect survey data as our pilot survey to estimate our Heritage tourism
brand “The Forgotten Palaces” demand

Our features will basically include:

1. Ease of accessing historic knowledge v12 Apps, B2B (universities, polytechnics,

secondary schools, primary schools). 5 star Hotels and Government Historical
institutions.
2. On-site visit to these palaces across Africa which will be retrofitted in phases to
represent the actual case Viz VR and AR.

The above should be able to give us insight to the demand of our products and its
versioning viz A/B Testing seeing other heritage brands exist however, our approach to
heritage tourism is novel hence A/B Testing in market and also the conjoint analysis –
assesses how much consumers value individual product features.

Quantic Learning Outcome

Tosin and Amen; Livingston (2 Weeks)

Identify a promising opportunity through research and analyzing an industry and it

markets
 Competitive forces model (porter 5 Forces)
 Broad factors Analysis (PEST Analysis)
 SWOT Analysis

Our brand is heritage tourism and the goal for this is to do documented analysis so as to have
a basis for this choice in the first place and then drive these analyses to the point of creating:

 Industry background
 Competitive analysis
  Market analysis using the above tools.

Create a marketing plan Viz: Onsite & Online using the marketing strategy planning tools:

- Define company mission:

- Objective using a BMC-Business Model Converse
- Analyze current position viZ: SWOT or PEST or CFM (Shopify.com)

Define Marketing Strategies viZ: Segment Attractiveness and resource strength framework
(By Hooley)

- Implement and Control Marketing Execution Viz:

i. Defining which team members need to work on a project
ii. Starting with a creative brief
iii. Estimated time required for each task
iv. Inputting the project in our marketing calendar.

2. Table of Content: Tosin and Kate (1 Week)

Placed before all the sections of a business plan. It is to help the readers get a good look at
business of our heritage tourism brand before diving into the details. It should introduce the
reader to our business plan BP. In other words, a BP acts as an executive summary of the
entire documents.

4. Executive Summary: All (2 Weeks)

Should be only a page or two (preferably we use PPT approach). In it our mission and
vision statements, a brief sketch of our plans and goals, a quick look at our company;
its organization, an outline of our strategy and highlights of our financial status and
needs. Name, Location and mission of our company. A description of our company
including management, advisors, brief history. Our product or service, where our
products fits in the market, has our product differs from competitors in the industry.

Heritage Brand: Living Palaces

- Visit to heritage sites

- Visit to cultural places
- Involvement in cultural practices.
Summary, Editing and Proof reading- Amen and Livingston