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Destination marketing
Tourismus NRW e.V.
A how-to of international marketing: design, editing and production of a best practice manual
Around 21% of guests in NRW now come from abroad - and the trend is rising. The Netherlands, Belgium and the UK are important source markets. Reason enough to become active. The guide provides practical tips on market development and dealing with international guests. Checklists for market and target group-specific offer and product development along the tourism service chain create additional added value.
A defined topic-target group matrix forms the basis of this practical guide. Based on this, it offers regions and service providers - especially SMEs - market-specific orientation aids for their own international marketing. The aim is also to show how important co-operation is in order to become more visible and attractive to foreign guests.
Who are the guests who come to NRW? Target groups, travel motives, popular regions, information behaviour... all this is crucial for the correct positioning of a destination's offer abroad. An overview of the most important source market details provides an initial orientation.
Guests are increasingly looking for the experience. Where they get it is then of secondary importance. It is therefore important to stage the destination together - in other words, to showcase it as a place of experience. This is best achieved together.
English skills rusty? Have you been planning a quality seal for a long time? In addition to exciting market knowledge, the practical guide also provides ideas and tips on further training opportunities. In this way, top performers can move beyond the "we've always done it this way" phase and benefit from additional knowledge.
You can find more information and download the document on the Tourismus NRW website.