DESTINATION
HAS MOVED
Advertising
Content Marketing
Advocacy
THE TRAVEL
VIDEO
IS STUCK IN THE PAST
MOST DESTINATION TRAVEL VIDEOS
Come, we are waiting to welcome you !
Landmarks – Landscape – Beaches – Food – Music – Dance – Cultural heritage
THE FORMULA
AND SOON
$6,000 – $30,000
for a 30-second spot on CNN
$150,000
for a two-week campaign with outdoor and television in key Dutch markets
$3,8 million
for a 30-second
ANNUAL COUNTRY
range from
$0.7M to $200M+
20%-35%
spent on marketing
& communication*
* SOURCES :
AT TOKELA
WE BELIEVE THERE IS
A BETTER WAY
TO INCREASE TOURISM
IN BOUNDS
SUSTAINABLE
TOURISM
Sharing a positive narrative based on improved lives in local communities
Mastering challenges
& key issues
Analysis of tourism production
B2B tourism review
Who could be selling travel? Why aren’t they?
Competitive Benchmark
Successful initiatives working elsewhere
Review strengths, weaknesses, opportunities, and targets (SWOT)
Setting targets
Strategies to achieve incremental gains in inbounds and revenue
3 to 6 months
Measurable increase
in tourism inbounds
Planting the seeds
of sustainable tourism
Based on the findings from Phase I, Tokela presents each tourism board with a number of “projects” designed to
Add sustainability to the tourism infrastructure
Underscore a unique cultural aspect
Reinforce the country’s brand
The scope and number of projects can be adapted to fit each countries DMO budget
‘‘Mucho gusto”
Peru Export in conjunction with the Peru Tourism Board launch www.perumuchogusto.com, a microsite dedicated to the country’s rich culinary heritage.
Regional varieties
Recipies
Calendar of gastronomic events
‘‘Festival Sahel Ouvert”
Leverages collective fan base of top music acts like Baaba Maal, Ishmael Lo, and Youssou N’Dour along with 40+ private and corporate sponsors for a three-day festival projecting Senegalese music and culture on the world stage
Budget : $200,000
‘‘Coffee Route”
UCODEP-sponsored cooperative to introduce sustainable agriculture and responsible tourism in Salcedo, a mountainous region with declining population
By raising quality standards and creating a direct link between producers and consumers, tour operators and travel agents are able to offer a new experience in a country known for its beaches
‘‘Mekong Delta”
Communal tourism initiative to raise the living standard of 160 families in 4 villages
Sponsored by Double Sens and several local associations :
- Built chicken coops and pig pens
- Constructed toilets and showers
- Installed biogas heating
- Planted vegetable gardens
- Constructed rainwater tanks
Tourists worked alongside locals to create the same infrastructure to serve the indigenous population and future travellers
For the same price
as a 30-second spot on CNN
you can bring meaningful
change to the lives of many
relying on the networks
of hundreds of participants to reach
hundreds of thousands of travellers
while affecting
positive change for the local population
whose lives those travellers touch
This is more than
content marketing and advocacy
IT’S THE
RIGHT THING
TO DO