DESTINATION MARKETING: CANTERBURY

Destination Marketing: Canterbury



Destination Marketing: Canterbury

Introduction

The actions taken for the destination marketing for the promotion of the Canterbury by the Canterbury City Council, Herne Bay, Whit stable and the villages, surrounding countryside and the coastal areas as an eye catching holiday destination, in this manner assisting the local businesses to get the utmost economic advantage from the visitors. The destination marketing is considered as the vital concept in the modern business as it offers country's tourism industry a positive image in the view point of the world. In the case of Canterbury which is considered as the one of those destinations which is popular because the destination marketing organizations of Canterbury include various organizational entities, perhaps there are none more dominant than convention and visitors bureaus. Collaboration and partnerships for integrated management of human community and biophysical world will continue to be a critical issue. The life of modern society is characterized by an increase in the role and value of services, te higher the level of economic development, the greater the share of spending on services in the overall consumer spending. With the development of international contacts the service sector has gone beyond individual countries and has become one of the most important species of the world economy. Almost 1 / 4 of world trade is trade in various services.

Discussion

Corporate objectives

Destination Marketing helps meet the Corporate Plan 2008-2012 aimed at promoting Canterbury's attractiveness to visitors and the possibility of strengthening tourism in the district and East Kent as the number and length of stay trips, on the basis of improving the tourism infrastructure and marketing. To facilitate this, the key objectives are to;

Introduce and develop Canterbury visitation for the local industry association

To increase and maximize the benefits of the partnership of external working

Financial objective

The Tourism Unit has a net budget of £ 63 700 for the year 2010/11 to implement all marketing activities. The main objective to maximize the level of activities of promotion that can be done is to raise the revenue from the marketing materials. The publications and website covers more costs, then the Canterbury will have more residual budget to focus on campaigning. Marketing objectives for the quantitative targets for the 2010/11 are mentioning below;

To increase the number of visitors staying across the district by 2%

To increase tourism spending by 2%

These targets are lower than in previous years due to the restrictions of the current financial climate, and measured for the commission of a research study at Cambridge in 2012 model.

The tourism industry with the help of the destination marketing has got the chance to boost it growths as the bid for London Olympics 2012 is successful & such type of destination marketing will certainly affect the tourism industry in a positive way. Destination marketing has a long history, a competitive present and a challenging future. This study will briefly review the history to show why they came to exist in the form they now have, what their ...