One of PATA's Government/Destination category members has approached the Association for assistance in researching the potential and practicalities of establishing a regional office in Europe.
The specific outputs of this project are as follows:
1. Identify current traveller behaviour and outbound travel trends from the main European source markets.
2. Provide detailed insights into the prevailing outbound travel trends in European source markets by sector, including education tourism, business tourism, leisure travel and MICE. Prioritise these sectors according to potential for the client destination.
3. Identify and quantify the tourism resources the destination would need to provide in order to attract such travellers from Europe.
4. Identify those organisations in Europe capable of reaching high priority target customers.
5. Identify those organisations capable of reaching the target customers (airlines, wholesalers, hotels and/or media) and provide a list of the top 50 influential market penetrators.
6. Suggest appropriate marketing strategies/tactics, events & activities and incentive policies that such a proposed representative office should organise and undertake.
7. Provide a list of the most influential regional events in Europe that the proposed representative office shall attend to increase exposure and recognition.
8. Identify possible partners to collaborate with in order to establish a functional representative office in Europe.
9. Suggest appropriate modes of collaboration and operation with such potential partners (e.g. should it be one agency to cover all source markets or multiple agencies to cover a few markets; a one-year agency contract or a multiple-year contract; role & tasks; appraisal measures etc.).
10. Provide a list of potential partners who are qualified to function as the representative office.
It should be noted that while the PATA member is considering London as one possible location for such a representative office, it remains open to other European cities as alternative sites.
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