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Lithuania’s Priority Tourism Markets Represented by a Coalition of Foreign Marketing Professionals

2016-12-13

The State Department of Tourism started implementing comprehensive marketing measures in the priority foreign markets, namely, Germany, Italy, Japan, Sweden and the UK. This week Vilnius saw a meeting with the representatives of the Lithuanian tourism in foreign countries who were sent by companies which won the competition and signed contracts.  

„We are certain that they are true professionals and that they are ready to apply their skills and knowledge in enhancing the image of Lithuania as an attractive travel destination, in increasing awareness about Lithuania and in growing inbound tourism flows. Nobody can provide more qualitative insights about the development of efficient tourism marketing in Lithuania’s inbound tourism foreign markets than marketing specialists who live and work there. Representation services the project on which has been implemented since 2012 has proved to be useful, in particular, in terms of professional consulting, expedient response to changes in the market, market understanding from the inside  out, not to talk about event organisation, participation in exhibitions, communication with local media and tourism specialists, carrying out market surveys and advertising campaigns. Considerable attention has been devoted to e-marketing, for instance, we talk to tourists from priority markets in their language in the strict sense of the word: representatives have already been implementing effective communication in social networks in Italian, Japanese and German,” Jurgita Kazlauskienė, the Director of the State Tourism Department, listed the strengths of the project.

In cooperation with the representatives of the Lithuanian tourism abroad a message about new image of Lithuanian tourism will be spread, Lithuania’s natural and cultural heritage will be presented in an active and attractive manner.

United Kingdom: the British to Get the Message about Lithuania by the Developers of the project “Best Job in the World”

In the United Kingdom, the comprehensive marketing measures of Lithuanian tourism will be implemented by Hills Balfour, one of the leading companies in destination representation and consulting on contacts with the public. The company has more than 15 years of experience in the field and represents such countries as New York, Las Vegas, Mauritius, Quartar, etc.

One of the most famous works of Hills Balfour which has had a special resonance in the world is its advertising campaign for Queensland (Australia) called the “Best Job in the World”. This campaign was worth £18.5 million and has attracted almost half a million size audience.

The United Kingdom is a target market of Lithuania’s inbound tourism; for this reason, the representatives are charged with the task to attract as many tourists and from as different segments as possible.

 

In the period from January to September 2016, Lithuania’s accommodation establishments saw 46,700 British tourists, i.e. 14.3% more than in the same period last year.

Challenge Faced by Representation in Italy: How to Convince Italians to Visit not Only Vilnius

 The comprehensive marketing measures of the State Tourism Department will be implemented in Italy from 2016 to 2019 by a local company AIGO which is one of the successful four tenderers which has represented Lithuania’s tourism since December 2012.

AIGO is a marketing public relations company which specialises in tourism industry and has more than 25 years of experience. AIGO is part of the international PangaeNetwork agencies network. The European Commission, Ryanair, and Marriott are on the list of its clients.

The company in Italy has the task not to limit itself to the marketing measures in the Northern Italy and to start increasing knowledge about Lithuania in the southern Italy as well (the new direct flight Bari – Vilnius is an especial advantage for popularising Lithuania as a travel destination). Another important aspect is to promote the Italian travel organisers to develop a new individual tourism with the direction of Lithuania as a single destination, not as part of the product – general route in the Baltic countries and to increase the duration of such travel offering to visit not only the capital city Vilnius but also other cities and objects (e.g., national parks, UNESCO objects, cultural heritage, to try new gastronomic tours, etc.). 

In 4Q 2016, Lithuania’s accommodation establishments saw 0.9% more Italian tourists staying in Lithuania than over the same period last year, namely, 17,900 tourists.

The key goal of representatives in Germany is a longer stay by German tourists and attraction of German tourists from a wider variety of segments to Lithuania

Lithuania’s tourism comprehensive marketing measures in Germany will be implemented by BZ.COMM. It is a marketing and public relations company which has been specialising in the tourism industry for 15 years.

Germany is one of the most important markets to Lithuania as it regularly increases its tourists’ number in our country. In the period of nine months of this year, Lithuania’s accommodation establishments accepted 156,500 German tourists, i.e. 2.9% more than in the same period last year. Therefore, one of the main tasks of the representation office is to not only retain the growth in the number of tourists from Germany and increase knowledge about Lithuania in different regions of Germany, but to also prolong their stay in Lithuania in exchange offering the products which meet the profile of this particular market. Another important aim is to attract younger tourists.

Invitation to Swedes to Travel in Lithuania through Tasting

 In Sweden, Lithuania’s tourism comprehensive marketing measures will be implemented by PRAT PR, a marketing and public relations company which specialises in the field of communication, marketing, advertising and has over 15 years’ experience in the field. The company belongs to an international network of agencies PORTER NOVELLI.

The list of its tasks includes increasing knowledge about Lithuania in Sweden, in particular, in Stockholm and in the towns situated to the north from the capital city. Another important aspect is attractive introduction of Lithuania’s cultural and gastronomic tourism by prolonging the duration of a trip to Lithuania and offering to visit not only the capital city Vilnius but to also travel to other Lithuania’s cities and towns.

According to the statistics of Lithuania’s accommodation establishments, the flow of tourists from Sweden from January to September this year increased by 11.6% compared to the nine-month period in 2015 (27,100 Swedes stayed in Lithuania’s accommodation establishments).

Annual Increase in the Number of Japanese Tourists Interested in Lithuania

Lithuania’s tourism will be represented by FORESIGHT MARKETING in the Land of the Rising sun. This company has successfully conducted marketing for VisitFinland, Finnair, Latvia’s Tourism Development Agency, Helsinki City Tourist Office, etc.

Today we are delighted at the Lithuania’s tourism profile which has been developed and actively operating on social networks Facebook and Instagram in Japanese, at translation of information on website www.Lithuania.travel to Japanese and publicity of this website in the local market. It is also planned to take an active part in different tourism events, festivals and introduce the potentials of Lithuania’s tourism, including one of the major international tourism exhibitions in Japan JATA EXPO, and to invite Japanese journalists and tourism specialist to participate in cognitive tours in Lithuania.

The main goal of representatives in Japan is to increase knowledge about Lithuania as an attractive tourism direction, to prolong the stay of Japanese tourists in our country and introduce our culture, traditions and nature.

This year, Lithuania’s accommodation establishments accepted 19,000 Japanese tourists in the period from January to September which is 12.3% more than in the same period last year.

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Contracts on representation of Lithuania’s tourism in the aforementioned foreign markets were signed for the period of 36 months (until autumn 2019). Operating plans of the representation offices include electronic marketing, public relations, introduction of Lithuania’s nature and cultural heritage in exhibitions, events, communication with tourism specialists and media of a respective market, advertising campaigns, etc.

Soon agreements on representation of Lithuania’s tourism in France are to be signed and in 2017 such services are planned to be purchased in the US and Chinese markets.

 

The projects are funded according to measure No. 05.4.1-LVPA-V-812 “Marketing of National Tourism Tours, Journeys and Products and Development of Tourism Labelling Infrastructure” of Priority 5 of the Cohesion Policy 2014-2020 for the Promotion of Action Programmes.

 



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