Professional Documents
Culture Documents
Dr Julie Scott
j.scott@londonmet.ac.uk
Marketing Strategy
by
CONTENTS
Executive summary
Terms of reference
Development considerations: the Karpaz context
Phase 1 October-November 2005
1. The villages
1.1 The historically Turkish Cypriot villages of
Karpaz
1.2 Dipkarpaz/Risokarpaso
1.3 Buyukkonuk/Komi Kebir
2. Travel agents
3. The 'product'
3.1 The village perspective
3.2 The regional hinterland
3.3 The whole island perspective
4. Modalities of Greek and Turkish Cypriot co-operation
Phase 2 December 2005-January 2006
5. Meeting with representatives of the Bishopric of
Morphou
Phase 3 January-February 2006
6. Stakeholders
7. Product Development Strategy
7.1 Accommodation
7.2 Fabric of the village
7.3 Activities and interpretation
7.4 Agriculture/organic farming
8. Marketing Strategy (John Bell)
8.1 Object
8.2 Background
8.3 Pre-conceptions
8.4 The challenge
8.5 The product
8.6 Niches
8.7 So how do we sell it?
8.7.1 Tour operators
Executive summary
In Phase Two, the agencies Őrnek and Exalt outlined the type of
joint product they want to develop, and explored the potential for
collaboration with village tourism providers in Buyukkonuk.
Discussions with organic farmers in the south opened the way to
future collaboration across the Green Line, and the possibility of
creating linkages between organic farming and the village tourism
product.
Terms of reference
The initial terms of reference for this project were to produce a
marketing implementation strategy for sustainable tourism
development in the north of Cyprus, and specifically in the Karpaz
region, with the aims of:
In the early discussion phase of the project, the initial focus on the
marketing requirements of hotels and travel agencies was shifted to
incorporate a strong product development element focused on
village tourism, for the following reasons:
1
Despite the fact that the village accommodation sector is quite well developed in
the south, with a stock of about 780 beds in 'traditional housing' available to the
tourist market, arguably many local development benefits are missed through the
lack of integration between the tourist and agricultural sectors. Cf Sharpley
(2001) 'The challenge of developing rural tourism in established coastal tourism
destinations: lessons from Cyprus'. Unpublished conference paper, New
Directions in Managing Rural Tourism and Leisure, Ayr, Scotland. September
2001
1. THE VILLAGES
2
Travel agents interviewed in this phase reported that their clients tend to use
the Arched House for one night stays.
2. TRAVEL AGENTS
Following interviews with four travel agents in the north, the agency
selected was Őrnek. Őrnek brings 2,800 tourists per year to the
north for special interest/activity holidays (e.g. paragliding,
walking), working with three travel agents in the south, and five
special interest operators in the UK. The agency is keen to develop
village tourism and expand its activities away from Kyrenia, and
along the Karpaz peninsula.
3. THE 'PRODUCT'
There are three different levels to the product: the village; the
region; and the whole island. Each has implications for the
implementation strategy to be adopted:
The strategy will aim to position the village as the ‘gateway to the
Karpas’ by identifying and developing links with neighbouring
villages and attractions in the region, thus:
Attempts to draw villages from north and south into formal co-
operative partnerships or twinning relationships, involving village
councils, have, despite initial enthusiasm, foundered on the
complexities of local internal politics and the intrusion of national
political concerns. As with the partnership between Őrnek and
Exalt, which is based on a strong personal relationship, co-operation
within villages can best be achieved at an informal level, by building
on commitment and enthusiasm of certain interest groups for
shared on-going activities.
6. STAKEHOLDERS
The term 'stakeholders' refers to the following groups:
o residents of Buyukkonuk/Komi Kebir:
o members of the municipality
o members of the eco-tourism committee
o owners of accommodation and other (potential) tourism
oriented services and businesses
o farmers
o other residents
o funding agencies and authorities in the north:
o Ministry of Tourism
o Office of Urban Planning
o Ministry of Agriculture
o Department of Antiquities
o Ministry of Transport and Roads
o Turkish Cypriot Chamber of Commerce
o organic farming NGOs in the south
o office of the Bishop of Morphou
o travel agents (Őrnek and Exalt)
7. 1. Accommodation
When the accommodation currently being constructed at Delcraft is
completed (expected completion in February 2006) a total of about
16 beds should be available for bed and breakfast accommodation
in the village, including rooms adapted for disabled access at
Delcraft. A total of another 15 properties have been accepted for
the Ministry of Tourism’s pilot renovation project for Karpas region,
which will more than double the number of beds available. The
village’s bed capacity could also be increased by the conversion of
the large house at ‘Kemerli Yol’ to tourist accommodation, thus
enabling the village to accommodate organized groups as well as
independent/tailor made visits.
Action:
1. create web-site capable of taking on-line bookings and deposits.
(This is currently planned as part of the Delcraft project funded by
UNDP – suggest that, with the agreement of Delcraft, this be
extended to include other accommodation in the village as a whole
2. establish an ‘accommodation committee’ in the village to
explore the operation of joint booking system
explore the feasibility of creating a cooperative structure for
the delivery of services (e.g. laundry) and training
3. seek funding for the conversion of the house at ‘Kemerli Yol’ to
accommodation on the lines of the Arched House at Dipkarpaz (to
be run by the Municipality) [The Ministry of Tourism has expressed
willingness to consider funding this work.]
Action:
1. consult with the Department of Antiquities about the renovation
and maintenance of these sites
2. seek funding for structural renovation/conservation [Ministry of
Tourism]
3. establish a committee, with the Municipality, to consider simple
and low-cost ways of enhancing the look of the village, e.g. by
gardens, planting, displaying plant-pots in the streets, provision
of more public waste bins etc – possibly through initiatives such
as competition for ‘best kept street’?
4. with the Municipality and the Urban Planning Office, explore the
possibilities of establishing a local plan for the zoning of new
buildings etc
Action:
1. Development of the web-site (see above) to provide information
about the activities available in and around the village and the
Karpas generally [Delcraft]
2. Development of maps showing walking trails and cycling routes
[travel agents/tour operators]
3. Provision of signage to enable visitors to orient themselves
around the village [Ministry of Tourism]
4. Improvement of signage on the roads around Karpas [Ministry of
Transport and Roads]
5. Development of information leaflet for the village (with
interpretation, for example, of sites of interest, local flora and
fauna, the life of the village etc) [Village committee/volunteer]
Action:
1. Establish an agricultural committee to ensure that agricultural
and tourism-related developments are considered together, and
to develop agriculture-related products and activities for the
tourist market.
2. Pursue the conversion to organic farming and the achievement of
the organic quality mark
3. The municipality to make 50 donums of Turkish land close to the
village available for organic farming
4. Develop a brand/logo for local agricultural products
5. Maximise local sourcing of agricultural products (e.g. in
restaurants, b&b’s etc)
6. Depending on progress in bringing partners in the south within
the project, explore the possibilities of selling/displaying products
from partner villages, along with information about their source
and production
8.1 Object
8.2 Background
8.3 Pre-conceptions
Based on what they read and see advertised at the moment and on
what they know of the South the holiday maker sees a holiday in the
TRNC – if they consider it at all - as being sun, sea, sand and not
much else. Add to this they may worry about the fact that there is
some political situation in the territory although, in many instances,
they won’t be able to tell you what that situation is. They may see
such a holiday as cheap (many packages are bought on price) and I
mean cheap in the full sense of the word. They do not see such a
holiday as having quality or value. But, if you’ll pardon my saying so,
the former British connection is a selling point in the UK market.
They understand that they will not have a language problem.
Does this mean that the traditional TRNC holiday seems old and out
of date in many European markets? I believe so.
Pardon me for using the word but we are selling a product here –
one which is original, genuine and is of great use to the buyer who
gets an original and interesting holiday, the seller who gains many
benefits – profit, employment, the protection of traditional crafts
and buildings, education, training and the protection of the whole
community from rural decline. In addition the economy of Cyprus
benefits. The analysis of tourism spending by the UN World Tourism
Organisation shows that the benefit of the cash spend by the visitor
at the point of sale can be multiplied many times when traced back
down the line of supply.
The list of what will be available is lengthy and this one is not
exhaustive but it can be summed up in the term ‘the real Cyprus’.
The nature, flora and fauna are there for everyone to see but they
need interpretation to the untutored eye and ear. What will the
visitor get? A local guide and friend, somewhere local to stay that
reflects and protects local tradition and housing. Local produce –
much of it organic – prepared in a traditional fashion. They will be a
guest and not a tourist take part in local festivities, join in on the
land – olive picking, cattle, cheese making, honey. Explore the
seaside, countryside, archaeology, history, have a coffee in the café
- but and I think this most important thing is that they will be a
guest of the whole community. Taking the optimistic view they will
be the guest of two communities – seeing the differences but
noticing the similarities – an ambassador for their own country but
between different parts of the island as well.
8.6 Niches
Action
1. Contact tour operators on and off the island. Make them aware
of the product, the availability and cost. Help to provide high
quality pictures and information for marketing material etc.
(High quality photographs could be acquired through an
arrangement with visiting press to make their photographs
available for publicity material - see further point 8.7.10 below,
and Appendix 2.)
2. Provide specific assistance for our collaborating local agents to
organize 'familiarization trips' for tour operators of two or three
days duration, during which they can be introduced to the TRNC.
These should be commenced as soon as possible.
3. Provide appropriate funding for our collaborating local agents to
attend trade shows and visits to probable future clients
companies in European markets.
Action
1. Contact with guidebook publishers (only a few companies here)
to see whether new editions or new books are in preparation.
2. Continuous provision of up to date and detailed information and
photographs to guide book publishers. NB this is an ongoing
process.
8.7.4 Exhibitions.
The Ministry of Tourism attends a number of worldwide travel and
tourism exhibitions regularly. Using their funds I suggest an
approach to ensure that they are fully and continuously briefed on
the product, that they have a good supply (at least 500 for a major
exhibition) of any publicity material (see later) and that continuous
contacts try and influence the Ministry and its officials – may be
through a days conference – so that they understand both the
nature of the project and, perhaps more importantly, the
importance of this project to Cyprus, its economy and its peoples. If
they need help – which they are paying for – then offer it.
Action.
Produce a good quality, informative map. Distribute throughout the
village for the use of guests and distribute throughout island and to
tour operators. It is no use just handing some to a shopkeeper. If
you start distribution to have to check where the maps are being
put and that there are new stock of them. I consider this a first step
and the map should be updated as we also consider the need for
other pieces of print.
I have not seen one piece of print in the TRNC, which I would
recommend you to use.
Action
All information offices, including the airport and overseas offices,
should have their staff fully briefed. Invite them to come and have
lunch in the village – provide full information and brochures to all
offices and continuously check that these are well stocked and
displayed properly. Update the Turizm Tanıtma Dairesi at the
Ministry of Tourism on all activities and events. Review their web
site – if it’s not up to date then tell them so.
8.7.7 Advertising
I think advertising as such would be a waste of your money and
resources. You are not selling a hotel – but a community. I don’t
believe that high cost advertising will either get you more visitors or
appeal to the visitors who I know will want to come and stay in the
village. BUT there may be an advantage in some, low cost, tactical
advertising. I’m thinking here of low or no costs government
advertising that you may want to take part in. It’s common for
there to be NGO or embassy staff magazines talking about local
8.7.8 Signage
I noted during my visit that road signing is bad.
Action
1. Consider updating and re-setting road signs. Provide a welcome
and a goodbye sign to the area so people know they’ve arrived
and provide a village map at a central point. All should be of
good quality. The signs say as much about you as the
information they give.
2. Consider a branding/slogan/logo for the area. ‘Gateway to the
Karpas’ etc.
If the site doesn’t do all of these things then it’s a waste of time
from your point of view.
o The site should be simple – not too many colours etc and should
be linked with other places/people with which the project is
associated. This could be operators who could package a holiday
or other villages – for instance in the South – that you will be
associated with.
o The web address is vital. Remember you may have a lot of
people visiting because they have been searching for organic
holidays, walking holidays etc and you need to get these people
to visit you when you are trawling the web. It’s important
therefore that you get a good position on the search engines
such as Google etc. I think it worth spending time and money on
the site, the reservations system (which could be very simple),
the web address and on the positioning of that address on the
search engines. A new web address of ‘.travel’ may be available
to you.
Action
Design a web site, agree the address, agree how you’ll make this
address obvious to those looking for eco, farm, natural, organic
holidays etc on the search engines.
(a) You have a complicated story, which is best told in its entirety
rather than in a one-line advertisement. A good travel press
story will give you at least 1500 words plus pictures.
(b) Your story is original. It’s difficult to sell a holiday article on
North Cyprus because the travel pages have been operating
for so long that they’ve been here before. We need a new
angle to get a new article published and you are that new
angle.
(c) We can highly target the audience by choosing the right
journalists from the right newspaper in the market that we’re
concerned with. We speak through this article to people we
know would be interested in experiencing the product.
Because we have an original story it’s easier for the journalist
to get a commission to come to Cyprus and write that story.
Action
This is the cheapest form of advertising available – and the best.
Assuming that the Ministry will contribute an airfare then I think the
costs of any visit would be minimal. Car hire would come from
operators and accommodation would be under the project itself.
Your investment would be in time. Journalists don’t want five star
luxury, but they do want an original story which takes them away
from home for the shortest possible time.
8.7.12 Markets
I believe that currently the key target markets should be:
1. United Kingdom
2. Ireland
3. Scandinavia
4. Netherlands
5. Germany
6. France
Secondary markets would be:
1. Belgium
2. Switzerland
3. Austria
4. Israel
The meeting lasted one full day, during which the proposed strategy
was fully discussed and adopted. Working groups were established
to prepare a plan of work for implementing the proposed actions.
9. IMPLEMENTATION STRATEGY
Time scale The village tourism product envisaged in this implementation strategy
should extend the tourist season into the shoulder seasons and even off-season
months. The predicted start dates are not, therefore, restricted to the summer
months, giving a longer lead time for initiatives planned to start in 2006.
Immediate actions refers to steps to be taken with a view to the tourist
activity in 2006
Medium term actions refers to steps to be taken with a view to the tourist
activity in 2007
Long term actions refers to steps to be taken with a view to 2007 and
thereafter
IMMEDIATE ACTIONS
Action Purpose Implementing Notes
body
1. to provide Having an active
Website information Delcraft website and url to put
about B. and on all promotional
environs material - thus enabling
2. to handle on clients to act on
line bookings, information - is the
reservations critical first step
and take
deposits Website development
already underway with
UNDP funding
Action Plan
Immediate Action:
Action Plan
Immediate Action:
Website:
- Choice of url – very important! (Ensure it goes on all
promotional material).
- On-line booking facility is crucial.
- Plus information about village and surroundings, possibly links
to additional ‘modules’.
- Local updating.
Immediate Action:
Action Plan
Immediate Action:
Immediate Action:
Action Plan
Immediate Action:
Action Plan
Immediate Action:
Immediate Action:
Action Plan
Immediate Action:
- Information leaflet on village (carrying url of village website)
- Cycling and walking maps of Karpaz
To be announced.
The implementation of the strategy has got off to a good start, and
appears to have tapped a vein of enthusiasm for a change in
direction for tourism in Cyprus. It seems likely that several of the
initiatives underway will bear early fruit, which is important to
maintain the momentum of the project. In signing off this phase of
the project, I believe there are three areas in particular where
further monitoring and liaison may be required in the future:
APPENDIX 1
Visit to Karpaz (JES and Şerife Gűndűz) Tuesday 1st November 2005
1.1 Tourism assets Mehmetcik has a few old and traditional stone-
built buildings, including the mosque, whose origins go back
to Ottoman times, and a superb two-storey house built about
a century ago in imitation of a style of house seen in Beirut.
The owners have maintained the old structure but do not use
the house, making it instead a feature of their modern villa’s
garden. The village has a recognisable centre (where the
mosque is situated) with shops (including a supermarket), a
couple of coffee-shop style cafes, etc. The village is pleasant
to stroll around, and the private gardens add a splash of
colour to some of the streets.
1.1.1 Special interest and activities The surrounding countryside
is perfect for developing walking and cycling routes. There
is a lake near the village, which would be good for walking
and ?bird watching. The surrounding fields also contain
many dry stone walls and terracing (courses in dry stone
walling, maintenance and repair, in beautiful rural or
heritage landscape settings, appeal, for example, to a
niche British market). Working in the dry stone walls and
terracing would have added environmental benefits in
helping to limit soil erosion.
3
It is my understanding from contacts in London that many of these houses are
built by London Cypriots from Kaleburnu as summer accommodation or homes for
their retirement.
JES
1/11/05
APPENDIX 2
John Bell
Following further talks in North Cyprus and at the ITB Travel Show
in Berlin – March 8 – 12 2006 - I've added some more thoughts on
the initial marketing of this project using Tour Operators. These
have the benefit of our experience at ITB, when we were able to see
how the European travel market was approaching North Cyprus as a
destination. TRNC continues to be treated badly in tourism circles.
Sometime this is the fault of the political situation and sometimes
the fault of the TRNC industry itself.
The TRNC stand itself is uninspiring and old. None of the pictures
used on the stand say anything about the uniqueness of the
country, the only people shown are tourist so there is no sense of
the personality, culture and cuisine of the TRNC. The current
fashion in the travel industry is to talk about ‘experiences’ and
that’s what the visitor is looking for. There were no experiences just
the look of a doctor’s waiting room.
The sort of high yield tourism with which we are involved in the
project and which the small operators are already experienced in
with may not be reflected in the more public advertising so we must
make our own publicity. The ways we do this have already been set
out in my draft report and I would not wish to change them. They
involved the village, the tour operators and possibly the Ministry
and, as they will use the European press, they do not involve a high
cost.
There are ways that we can share costs. Here’s one example.
The operators have great need of good photography which they can
share with clients. The project needs good photography as well but
the pictures should not be subject to many copyright restrictions so
they can’t be used on the net or in brochures etc. As part of the
suggested press visits we should involve a photographer who visits
and takes pictures fro his own publications but agrees that his
pictures will be available to the tourist industry, the Ministry and the
project for publicity purposes. We’ve already asked a number of
photographers to put forward proposals.
It’s also vital that we get foreign tour operators in to show them
what we have to offer. The project should also be financially
involved in ‘Fam’ trips for operators where we can bring them in
(only for 2 or 3 days) and show TRNC to them. I would like these
Fam trips to operate as soon as possible.
How does this all include the village and the project? Basically the
project will develop with the market. In its early stages we will want
to explain the project to the Press and to the Foreign Tour
Operators. When we have visitors then we will start by visiting the
village and talking to out visitors about village life, crafts etc.
When the Project has developed further the operators will include a
stop for lunch in the village. This will create a market for
restaurants and coffee shops to develop as the B&B scheme does.
What we’ll all aiming for is the next step when the visitors realise
that they want to stay in the village, utilising the new B&B’s and
possibly the Arch House so we then have the village as part of the
TRNC ‘tourism offer’.