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Draft Final Report, 19 th July, 2012 28.4 DEVELOP E-MARKETING, E-DISTRIBUTION AND E- COMMERCE The creative use of technology is crucial to the development of tourism to Montserrat. The internet provides the technology platform for Montserrat to establish itself in niche markets on an equal footing with its competitors at comparatively modest costs. Adequate resources must be allocated for this activity – not only for the development and management of the web site, but equally important, to recruit the necessary skills to manage, maintain and further develop the site. Priorities are: • Re-construct the MTB website more as vacation planner rather than information source − map of island highlighting visitor attractions − list and link product packages − list and link Montserratian foreign tour operators who feature these packages in their brochures − list and link ground tour operators who have packages − show how to get to Montserrat; links to the airlines and travel bookers − slide show on products. • Develop online reservation capability. • Sell advertising space (banners, pop-ups, etc). • Establish forums to interact with existing and potential customers – blog sites etc • Achieve search engine optimization. It is also important that private sector operators have attractive websites, linked to the MTB website. Driving Customers to the Sites Promoting the website is fundamental. Referencing the website in generic advertising, publicity and PR activities, while very important, is not sufficient. Focused web promotion is necessary and the allocation of a dedicated web-marketing budget is recommended. 28.5 PROMOTIONAL ACTIVITIES In the selected markets a mix of promotional activities will need to be undertaken, to include: • advertising − limited general advertising in specific print media, which have long shelf life − niche market media − selected web sites (e.g. Total Vacations, Canada) • educational trips for journalists, travel writers − print media − Audubon, National Geographic • purchasing tours for overseas tour operators − one or two market per year, depending on new product development • collaterals − hiking trails guide in addition to existing range of collaterals • public relations/representation − press releases, advertorials − press trips • participation at holiday fairs/trade shows − when supply of ‘market ready’ product sufficiently big to justify participation. MONTSERRAT TOURISM DEVELOPMENT PLAN 2012 – 2022 114
Draft Final Report, 19 th July, 2012 28.6 JOINT PROMOTIONS WITH THE PRIVATE SECTOR It is recognised that at the moment, the Montserratian private sector is exceptionally small and operators struggle to survive. However, over the period of the plan, the Montserratian private sector will expand – more operators and bigger sized operations. As the sector expands, the MTB should establish jointly funded promotional campaigns with the various sub-sectors, such as • jointly funded promotional campaign with the taxi/tour bus operators, and the ferry and airline operators to attract the excursionist market • jointly funded campaigns with the villa operators. 28.7 JOINT PROMOTIONS WITH ANTIGUA The MTB could leverage its promotional budget through a structured approach to joint marketing efforts between the MTB • Antigua, with Montserrat being promoted as an ‘add-on’ to a vacation on Antigua. The possibility of joint promotions would need to be discussed directly between the MTB and the national tourism organisations on Antigua. MONTSERRAT TOURISM DEVELOPMENT PLAN 2012 – 2022 115
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