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Discussion of CAPS Tourism

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									       USAID CAPS
Tourism Strategic Directions
 Steering Committee Meeting


                        Scott Wayne
   With inputs from Michelle Morgan and Armine Israyelyan
                       May 11th, 2006
                 Agenda
•   Purpose of meeting
•   Tourism Assessment Report Results
•   Key Action Areas Objectives
•   CAPS Tourism Actions to date
•   Next steps CAPS Strategy
       Purpose of Meeting
• Discuss CAPS and Steering Committee
  tourism strategy and next steps.
  CAPS Tourism Assessment
     Report Highlights
   Four Key Action Areas Identified
1) Improved product development,
  promotion, marketing and research
2) Better quality human resources,
  associations and institutions
3) Improved access and facilities
4) Better business environment
Working Groups Task Forces?
• Led by Steering Committee, Armenian
  Tourism Industry becomes more
  competitive through actions in:
     •   Marketing and Promotion
     •   Workforce Development
     •   Infrastructure
     •   Advocacy and Public Policy
         CAPS Tourism Activities:
           January-May 2006
1. CAPS Tourism Needs Assessment and
   Baseline Industry Data, which involved
   industry-wide survey.
2. Assisted with the establishment of the
   Armenian Culinary and Restaurant
   Association.
3. Assisted with establishment of the
   Armenian Hotel Association. (Steering
   Committee)
      CAPS Tourism Activities
            continued
4. Pilot project launched in Dilijan
   (Infrastructure Working Group)
5. Research on tour operator licensing, in
   progress (Advocacy WG)
6. Launched workforce skills assessment for
   the tourism industry.
7. Research on foreign operators for future
   product development and marketing activities.
8. Training of BSPs on Tourism Marketing (May
   11-12th).
 Proposals Received by CAPS
1.   Proposal from MTED for a market survey.
2.   Proposal from the Armenian Tourism Association
     to organize an international conference on tourism
     in Armenia targeting travel media.
3.   Proposal from ATDA for printed materials,
     especially for trade fairs. (Marketing WG)
4.   Proposal from ATA on improvement of education
     and training in tourism. (Workforce WG)
5.   Proposal from Tourism Institute for two books and
     one set of conference proceedings, including a CD
     on youth routes. (Workforce WG)

               CAPS Guidelines for
              Unsolicited Proposals
                being developed.
 CAPS Actions       CAPS Assessment       Steering Committee
January-May 2006       March 2006          & Working Groups


                                               Tourism
 2020 Tourism
                   Stakeholder Meetings     Laws, Policies,
    Report
                                           and Regulations




            CAPS Roadmap for assisting
          tourism development in Armenia
    What? Which? How? When?
              Key Questions
Which markets to target
What types of products to develop
Which destinations and attractions to
 develop
What accomodation capacity, tourist
 services, workforce skills and supporting
 infrastructure to develop
How to promote the product

                                             10
Next Steps
    CAPS Strategy:
From Roadmap to Action
   Focus on Specialty Travel Niches:
    History, natural and cultural heritage
       Soft adventure, outdoor sports
     Inn-to-inn, B&B trail, Heritage Route
 Rural tourism, agro and community tourism
Responsible tourism, eco-tourism, Geotourism
          Ethnic, Diaspora tourism
   Regional tourism (Caucasus, Silk Road)
            Special Interest Tours
              + Business Travel
            Armenia as a
        National Geographic
      Geotourism Destination?
      Tourism that sustains or enhances the
      geographical character of a place—its
environment, culture, aesthetics, heritage, and the
            well-being of its residents.
               How? CAPS
        Strategic Tourism Toolkit
         Key CAPS/Industry Actions:
 •   Marketing and Promotion
 •   Workforce Development
                                              Objectives
 •   Infrastructure
 •   Advocacy/Public Policy

          Dilijan Pilot Project:
Local Cluster, Support for Dilijan Tourism
Association, Trail Development, Info Office
              Objectives
Objective #1: Improve Product
  development, promotion, marketing and
  research.
Objective #2: Better quality human
  resources, associations and institutions
Objective #3: Better Access, Facilities and
  Safety
Objective #4: Better Business Environment
   From Objectives to
 Recommended Possible
CAPS/Industry Cooperation
       and Actions
      Objective #1: Improve Product
        development, promotion,
         marketing and research

• Marketing & Research
  – Set up Brochure stand/information kiosks at key
    locations
  – Improve Web marketing portal and online bookings
  – Conduct Airport survey
  – Conduct comprehensive Inventory
• Focus on product development
  – Assist with development and tour operator linkages
  – Organize Buyer training (familiarization trips)
  – Create Intranet/Extranet for tour operators and
    suppliers
   Objective #1 continued…
• Special events
  – Use World Tourism Day, September 27th for
    industry advantage
  – Business to business events
• Investment promotion
  – Establish Tourism Development/Investment
    Fund
  – Create Prospectuses on investment
    opportunities
 Objective #2: Better quality human
   resources, associations and
            institutions
• Conduct Skills Assessment
  – Create Training Strategy
• Organize Training
  –   Tourism Marketing
  –   Food safety
  –   Guides
  –   Internships
  –   Tour Operator staff
• Support Association development
  – Exchange experiences with international
    associations.
   Objective #3: Better Access,
      Facilities and Safety
• Improve Access
  – Improved airport facilities
  – Rest stops with crafts and cafes
  – ATMs in marzes
• Improve Tourism safety measures
  – First Aid training and certification
  Objective #4: Better Business
          Environment
• Improve Association advocacy skills
• Reduce visa requirements and prices
• Increase public budget
  – Visa fees, departure tax, VAT, matching funds
• Review tourism laws, decrees, and
  regulations
• Expand investment and tax incentives
                When?
• Now!
• Cluster Meeting, Tuesday, May 16th
• Task Forces to be formed based on work
  plan developed by CAPS in consultation
  with Steering Committee.
• Friday May 26th for feedback from Steering
  Committee
           Yahoo user group




http://groups.yahoo.com/group/Armenia_Tourism_Cluster/
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