Tag: Shandong

Positioning and marketing strategy

From Penglai, East of Long Island, Smoke Wei Administrative Boundary line, Kunyu Mountain West Coast of the First Line Regional Tourism Development Plan: Working with associates Euasia, ITC-A has been commissioned to identify the appropriate positioning for the different proposed tourism clusters and to formulate a marketing plan for the area

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The presentation will be made at the end of April 2017 to familiarise the mayors and vice mayor of the Shandong prefecture (17 in total). The role of the prefectures in the implementation of the Shandong Tourism Master Plan.

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Lionel Becherel and Mike Fabricius formulated the international tourism marketing strategy for 5 key markets for Shandong and visited Japan, South Korea, the UK, Germany and France to carry out interviews with major stakeholders in these countries. They were assisted by a local team in each country. Online surveys were also carried out with tour operators in each of these markets. The strategies were delivered and officially presented to stakeholders in Shandong during a two-day conference.

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The ITC-A led a team composed of 10 international experts and 3 national experts formulated the 2016-2025 Shandong Tourism Development Master Plan Approval, which was officially given by the Governors of Shandong Province.  The project took over a year to complete from scoping mission to final official approval.

This major plan will improve Shandong’s tourism offer, showcasing it’s excellent resources, cultural heritage and traditions to both domestic and international visitors, creating employment for the province’s 100 million population as well as supporting the efforts of other sectors in contributing to Shandong’s economy. It will guide the official provincial development strategy, which links into Central Government’s national tourism strategy and will be implemented by the Shandong Government and the province’s tourism stakeholders over the next 10 years.

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Following the successful completion of the Scoping Study and its approval by the Shandong Government, UNWTO has been commissioned to formulate the Shandong Tourism Development Master Plan spanning from 2016 to 2025. ITC-A will lead a team of 10 international experts and 3 national experts to carry out the formulation. Several ITC-A associates are among the contracted international experts, including the team leader.

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