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Tourism Product Development in the Crimea

Alan J. Saffery BIZPRO Tourism Consultant

Current Tourism Products

What are the Crimeas Unique Selling Points?


Cultural Natural Historical Recreational Sociological / Demographical

Current Tourism Products

What locations have similar tourism attractions to the Crimea?


National Regional International

Current Tourism Products

Why do tourists choose the Crimea over other destinations? Why do tourists choose other locations over the Crimea?

Current Tourism Demand

What is the profile of the average tourist to the Crimea?


Age range Gender Income level Educational attainment Nationality Group size Length of Visit Travel Arrangements Form of transportation Choice of Accommodation Level of fitness

Current Tourism Demand

Are your tourists getting Value for Effort? Facilitie s& Experien Service + ce Effort Cost s

Valu e = Effor t

Current Tourism Demand

Are you providing what most of your tourists want? How do you know? Are you doing any market research or do you access any market research?

Current Tourism Demand

Market Research
Outbound operator brochures Visitor surveys Customer feedback Industry magazines Academic journals & reports Associations

Trends in European Tourism


Faster growth in short-break holidays 88% of European arrivals are intraregional Reduced trip spending Decreasing lengths of stay 27% booking online 45% use travel agent / tour operator Activity vs. destination Safety Less loyalty Authentic & learning experiences

Current Tourism Products

Why undertake product development?

Tourism industry is changing a dynamic industry To encourage tourists to visit Crimea rather than other destinations be more competitive To increase Value for Effort and therefore tourism arrivals and satisfaction To diversify or specialise in particular tourism market profiles To add value to the product and therefore increase revenue To provide exactly what tourists want!!

Current Tourism Products


Decision Time: 1) Continue selling existing products 2) Upgrade/improve existing products 3) Sell new tourism products

Developing Tourism Products


Upgrade & Improve Existing Tourism Products Better quality transport, accommodation, guide services, equipment Improved access to and experience of museums, lectures, restaurants, national parks Adapt length of trip Add or amend attractions

Developing Tourism Products


New Products - Market Segments Sport Cultural Active adventure Historical Academic Religious Seniors / Family

Developing Tourism Products


Itinerary Development Attractions, restaurants, accommodation, transportation, activities Special services guides, lectures, shopping, tastings, information provision Group sizes, lengths of stay, level of difficulty, appropriateness Test the itinerary and get feedback