Marketing Strategy for Shandong tourism master plan China

The Shandong Tourism Master Plan is a 10-year plan for tourism development in one of China's most populous provinces with a population close to 100 million people. The plan deals wth a range of aspects including coastal planning, senior tourism, rural tourism, human resources development and marketing and branding.  The marketing challenge is to move from mainly domestic tourism market to international market attractiveness, targeting visitors from the region (Japan, Korea, Taiwan, Singapore, etc.) as well as longer haul markets in Europe and the USA. We made various campiagn recommendations and suggested a suitable brand evolvement strategy and marketing mix

Marketing Strategy for Shandong tourism master plan China

The marketing strategy proposed a dual positioning of Shandong being both the heartland of Chinese wisdom (Confucius, Sin Zhu, sacred Mt Tai and others) and an area of much enjoyment (Tsingtao beer, 40% of China's wine production, a long and varied coastline, great food, etc.)  We proposed 2 campaigns: one aimed at the domestic market during the winter and shoulder seasons when they need more tourism traction and an international campaign to promote the learnings and wisdoms of Shandong.  Online marketing was proposed as a key focus of market awareness and conversion and there is a big opportunity for MICE development and promotion

Similar Case Studies

Scoping study and project document for positioning Ras Al Khaimah as a sustainable tourism destination

Scoping study and project document for positioning Ras Al Khaimah as a sustainable tourism destination

RAK is a visionary tourism destination in the UAE.  RAK Tourism requested UNWTO to conduct a scoping study and draft a project document regarding the potential and suggested programme for sustainable tourism development of the emirate. UNWTO in turn contracted us to conduct the study

View Case Study

Tourism Strategic Plan for Namaqua West Coast tourism region, South Africa

Tourism Strategic Plan for Namaqua West Coast tourism region, South Africa

We were appointed by Matzikama Municipality to review and update the tourism strategic plan that we formulated for the Namaqua West Coast tourism area in 2010. 

View Case Study

Development vision and proposals for Al Ula including Mada’en Saleh World Heritage Site

Development vision and proposals for Al Ula including Mada’en Saleh World Heritage Site

We joined the team of Oliver Wyman in brainstorming a vision and project proposals for the Royal Commission of Al Ula, which includes Mada'en Saleh World Heritage Site, Saudi Arabia

View Case Study

View All Strategy & Planning Case Studies