Marketing and tourism trends as tools for success
Written by: Neyde Cuna
Tourism is a powerhouse, and can be a great economic force, particularly for developing countries. In the past it was an activity only for the more privileged classes; nowadays anyone, of any class, can have this privilege.
The supply is huge, and consumers, with immense choice, have become very demanding, which makes it essential to add value to the product or service in order to capture the tourist's attention – what is known as marketing.
Neither destinations nor companies survive without marketing, without a well-crafted plan, which requires in-depth analysis of the company, the market and the consumer alike. A written, highly detailed plan, developed with quality and concrete facts, far from anything abstract. A plan that takes into account the study of demand, consumers' expectations of quality, price, production cost, advertising, revenue and expected profit. A plan with short-, medium- and long-term objectives, with strategies to win and retain customers, expand into new markets and combat seasonal variations, a typical feature of tourism businesses. It is with this plan that commercial success is expected to be achieved, which means obtaining maximum results at minimum cost.
Obviously, a marketing plan that works for one business is no guarantee that it will work for another, even in the same industry. It is important to adapt it and review it frequently. Having a good plan is already, in itself, half the way to success. The longevity of any business depends on it. A reference point when speaking of examples of successful tourism marketing plans in Africa is South Africa, with the popularity of its destinations and the revenue collected being one of the measures of success.
Neither destinations nor companies survive without marketing, without a well-crafted plan, which requires in-depth analysis of the company, the market and the consumer
In Mozambique's case, we are heading there, and the important thing is to be on the move. However, before anything else, before any plan, it is essential to know the trends, to know in what direction tourism is evolving and where it is heading, what awaits us. Only then is it possible to act. It is important for destinations, for entrepreneurs, or for those who intend to become entrepreneurs, to be aware of the countless opportunities for expansion and entrepreneurship that it presents. Covid-19 has brought new trends to this sector, and some changes can be expected in the coming times:
• More leisure travel relative to business travel, which is expected to return to normal only from 2024, as companies remain very wary of encouraging their employees to travel, opting for virtual events.
• More emphasis on luxury travel, given that travellers in this segment are willing to pay more for private services and exclusive experiences in isolated places.
•Strengthening of health and safety procedures, as well as of technologies that make travel safer, such as online check-in and check-out.
• Expansion of digitalisation. The most advanced technologies will be the main ally of tourism companies and destinations, where the use of cutting-edge technological solutions, such as big data, artificial intelligence, the internet, robotics, and virtual and augmented reality, on the road to the digital transformation of tourism, will be key factors in encouraging tourism activity, connecting people and promoting differentiation and competitiveness in the market.
• A preference for destinations closer to home and short trips, which will give a perception of safety.
• An increase in nature-focused travel that is more sustainable and conscious.
The Covid-19 vaccine brings new hope, but it will not solve everything in the short term. It is important to have the vision to distinguish the best opportunities, the wisdom to make the right decisions and plenty of resilience for the challenging moments. I strongly believe in, and always bet on, entrepreneurship in this sector.
