These days the political class goes immersed preparing for the marketing programs at two levels, regional and municipal governments, there are many temptations, knowing that many are flying blind, and decide to consult the people they called experts about what should be done.
Without being an expert, I must admit that some municipal training, I was consulted on how they should focus on aspects such as seasonality, promotion, marketing, quality improvement and profitability.
is clear that those who know me, know for sure I'll say what I really think, whether you favor or harm the sector (in this case I think I gain too much sympathy, if they even enjoyed some).
A preliminary observation, based on the assumption that tourism is their sole responsibility.
Given these demands, imposing a minimal analysis, to at least respond with honesty, whether in the end decide to apply "his" policies.
The public sector in relation to tourism has applied since the fifties a model that still stands today, carries the weight of the promotion of industry under state budget.
The various sectoral lobbies have always pushed in this direction, either for convenience, lack of imagination or abuse, in addition to the savings behavior know that the promotion costs will be low or zero for some firms. Demands
Most of the candidates should focus on where the promotion channel (still think that the model is valid and immovable), markets, fairs, events, presentations, brochures, catalogs, social networks, and put me two ounces of 2.0.
From this moment, my discourse varies dramatically and poses a very specific question for those working
"institutions" responsible "tourism (regional, municipal and provincial)?, Makes the question more directly, who is the customer?
The unanimous answers are obvious: for sector companies for the municipality to the community.
think it's a correct answer to my categorical statement produces changes in their looks.
The customer is the tourist, no one else. In my conclusion
strongly that we should not continue with this model, extremely expensive for the government and return doubtful.
The proposal is that these (regional tourism agencies, and municipal offices) should leave the playful aspect of the marketing plan and direct their efforts to side with the customer / user, making the figure of the ombudsman, the only way would gain in credibility, attended in the destinations, verifying the product or service (they regulate the activity, but never verified but spent huge sums in promotion) should be able to assure customers that their destinies get the expected quality public and private (currently not in a position to do so). Promoting Country
, (everything under the sun) I think so should remain under the protection of the institution or entity that relies on the government of the nation, but not one euro more than necessary.
Promotion product / service has to be exclusively borne by the industry.
With this change in strategy, the gains in efficiency and effectiveness of public resources, (I dislike staff).
Obviously this is only a brief outline to open the discussion and deepen the real experts in the approach.
should not continue to accept statements like "that society is changing at dizzying pace," while we continue using outdated models.
reflection to complement the above:
Imagine for a moment that this analysis is carried out by a rival country, in a simple analysis of positioning of a marketing plan in minutes cease to be competitive, this had happened before, before Business pressure is solved by devaluing the currency. Today
to this inability environment Euro prices continue free fall (some are causative factors in the null distribution control, and when it gets the costs are excessive) with explanations very lack of rigor and in the disability falls to the scorn our competitors.
The approach is in your monitors, trabajémoslo and see if the final conclusions are similar, similar or unanimous.
Best wishes from the Costa Brava
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