ETC and UNWTO to present second edition of Handbook on E-marketing for Tourism Destinations

Published on : Thursday, July 25, 2013

unwtoIn the past few years, new technologies have conquered everyday life, introducing opportunities but also posing challenges for tourism marketing organisations. The European Travel Commission (ETC) and the World Tourism Organization (UNWTO) will present the second edition of the Handbook on Emarketing for Tourism Destinations – fully revised and extended version 3.0 at an E-marketing Seminar in autumn 2013.


The handbook provides an overview of current practices in the field of e-marketing as well as practical information to develop e-marketing strategies in tourism using cutting edge technology. The seminar will build upon this basis by focusing on three main cornerstones: social media, mobile marketing and key performance indicators (KPIs).It’s not only marketing practices that need to be adapted in order to cater to the modern consumer, but also market research has identified new possibilities for exploring the minds of future travellers.


In 2012, ETC commissioned a series of netnographic studies, exploring the image of Europe in select key markets as expressed in the blogosphere and on social media platforms. Through its innovative approach, the studies draw from the raw streams of opinion as expressed by millions of travellers, providing marketers with a unique opportunity to understand their potential clients in a way that only such modern research tools allow. Preceded by the report on China published in early 2013, Understanding Chinese Outbound Tourism –What the Chinese blogosphere is saying about Europe , ETC and UNWTO will publish an equivalent report on the young and dynamic Brazilian Outbound Travel Market in spring 2013.


From the Southern Hemisphere to the North, two additional netnographic studies will focus on two markets in North America, notably the USA and Canada. Moreover, traditional market reports will be published or commissioned in 2013 in order to provide a detailed analysis of the US and Canadian outbound travel market.


Source: ETC

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