* QUALITY ISSUES: MAPS/IMAGES "Along with evocative images and excellent text, high quality maps are vital to successful tourism communications.   Yet frequently maps are either totally missing, or a standard road map - not a tourist map -  is being offered. The lost opportunities observed in such regards with many tourism websites are equally surprising."                                 - Bruce Dickson (TDS)
“At its delivery end, where it matters most, all marketing activity by necessity has to be reduced to ... words, images and sounds. The more effective the better.” 
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VISITOR & MARKET COMMUNICATION REVIEWS We can assist you here with low cost and simple, but always fruitful, independent reviews of your frontline market communications and messaging approach. From the invaluable perspective of a first-time visitor or user. This service is often best combined with a Tourism Experience Assessment, for clients. But can also be offered as a separate, single purpose service. VARIABLE SCOPE: Naturally, what’s involved is a candid review, based on how well all your key marketing content (words, images, focus, design approach and structure) are in practice panning out. It also examines the extent of their user helpfulness and motivational impact. The scope of the review can vary according to needs. For example, on-site Visitor Center communications can also be vigorously assessed (and tested) as part of the process. As a key benefit, the review report insightfully assists with creating targeted and more effective 'visitor information hierarchies' - related to your positioning and known target markets. It can also provide helpful rewrite and restructuring options for the content of your ongoing media channels, such as destination websites and brochures.   YOUR PITCH: Our extensive first hand experience and formal training in writing, journalism, editing, visitor research and international marketing, means we readily understand which of your messages & ‘pitches’ matter most (and why).      We also constantly examine what is working best - for tourism and related industries. And tourists themselves.   WOM: We then apply this knowledge - when reviewing key aspects to your own frontline communications to prospective and existing visitors. (Note: Impressing existing visitors – along with the residents of your own community - also contributes strongly towards boosting the all important, positive word of mouth activity surrounding your destination and its experiences.)
VISITOR EXPERIENCE AUDITS VISITOR EXPERIENCE AUDITS COMMUNICATION REVIEWS TOURISM STRATEGY PLANS TOURISM STRATEGY PLANS DESTINATION BRANDING DESTINATION BRANDING TOURISM WORKSHOPS TOURISM WORKSHOPS CAPABILITIES CAPABILITIES INTEGRATED TOURISM PLANS INTEGRATED TOURISM PLANS KEY PLANNING PRINCIPLES KEY PLANNING PRINCIPLES READ MORE: COMMON FLAWS “Achieving greater impact with your visitor center & its destination messaging.” PRESENTATION AVAILABLE:
Why the 'little picture' matters too! The value of fine tuning your ultimate tourism message and its delivery impact.. In the world of marketing, it is only too easy to become dazzled by fads, theory and expert opinion and in the process forget at least one simple, but fundamental truth. And this is that … at its delivery end, where it matters most ... all marketing activity by necessity has to be reduced to one or more basic forms of human communication - words, images and sounds. The more effective, the better. (And only their tone, their focus and your markets' ease of access to these is as important.) WIDER RELEVANCE: In terms of tourism, this is as true of your website’s content and design as it is of your brochures, photography*, social media content, guidebooks, direct mail, exhibition & display materials, road and directional signage, maps*, advertisements, TV and video production. So the important understanding is that - no matter how good the advance thinking behind your marketing approach (e.g. its valuable research, analysis, connections with target markets, or grip on the real world ‘big picture’), it is the actual way the consumer message is ultimately conveyed that will most strongly determine if your efforts will succeed ... and whether prospective visitors do in fact visit. Despite how busy we can be kept, careful fine tuning here pays off! While extra attention to detail at this critical end is a must, surprisingly, in our experience it is frequently still left unappraised or unreviewed and basically underperforming ... with too little in the way of constantly fine tuning its 'visitor focus' and 'user structure' in evidence. HIGHER EXPECTATIONS: Flawed or non-optimized delivery of your tourism message will severely undermine not only all your prior hard efforts and incurred investments, but also the visitor conversion rates you should expect and be achieving.    
© Tourism Development Solutions 2012
Common Flaws When Communicating With Visitors Specialists in: Destination Audits and Tourism Assessments  Visitor Experience & Market Communication Reviews Tourism Strategy Plans and Niche Market Development   Destination Positioning and Branding
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