In a globalised commercial environment, marketing is key to ensure the success of destinations and tourism firms working in the sector. Clearly identifying target markets that will be attracted to the destination and positioning it with respect to its competitors are vital to strengthen the destination competitive advantage. These are fundamental pillars of strategic marketing along with developing a strong, recognisable and consistent brand. Tourism and destination marketing is evolving at a rapid rate with major technological advances and developments including the impact of the online paradigm shift. To complement the use of traditional marketing channels online presence and strategy, social media strategy, reputation management and effective customer relationship management are essential in this day-and-age to be successful in the marketplace.
ITC-A specialises in formulating marketing strategies for destinations (countries, regions, provinces and local areas) as well as for tourism firms. To complement the strategies, it produces operational marketing plans to implement the recommendations in short-term phases. The firm covers all aspects of marketing and collaborates with associates and other specialist firms to bring a holistic service to address strategic but also traditional and online tactical marketing requirements.