European Travel Commission: Tourism Sales and Promotion Report

This report, prepared for the European Travel Commission (ETC), outlines a promotional campaign aimed at attracting Australian tourists to Europe. It begins with an executive summary and letter of transmittal, detailing the project's objectives and methodology. The report analyzes the target market (Australian tourists), communication objectives, and main competitors, including destinations like Dubai and Thailand. It proposes a promotional strategy emphasizing advertising and promotional mediums, including electronic and print media, and the development of an official website. The report also includes a discussion of communication channels, campaign evaluation, and a promotional budget. The introduction highlights Europe's diverse cultures and attractions, emphasizing its appeal to adventurous travelers, and notes the increasing trend of international tourism to Europe, particularly from Australia. The report suggests that ETC leverages direct flights and the Christmas season to promote European destinations, particularly France, Italy, Spain and other attractive countries. The promotional strategy focuses on providing discount tour packages and using advertisement to increase awareness among Australian tourists.

Running Head: Tourism Sales and Promotion
European Travel Commission
Tourism Sales and Promotion

Tourism Sales and Promotion 1
Letter of Transmittal
European Travel Commission
Dear Sir,
In relevance with your suggestion to develop a promotional campaign to promote European
Tourism, this report has been completed by targeting Australian market. Appropriate research
and findings are done to analyze the effective information which can support the file. The
concept of this promotional campaign was given by and in that, I took the help from certain
journal articles, friends, and family members.
Thank you for showing your interest to complete this report.
Regards
XYZ.

Tourism Sales and Promotion 2
Executive Summary
European Travel Commission (ETC) which is established to promote European tourism across
the globe. Management of the ETC wants to promote European tourism in the Australia and for
the same reason; management has asked the marketing manager to promote the European
Tourism in Australia. Plus point for promoting European Tourism in Australia is the direct flight
from Australia to the various European countries. Australian tourists are found very adventurous
and explorer of the unique destinations. Hence, Europe will be the best place for Australian
tourists because European countries are famous for their tradition, monuments and other
adventurous places. Europe is walled from the sea and this creates the beautiful beach locations
in the various European countries.
The adequate method that will be used in the promotion of European Tourism in Australia is
various advertising and promotional mediums as these are the appropriate mediums for
generating awareness amongst the public. Along with the electronic mediums of advertisement,
ETC could use advertisement of the famous European places through sponsoring important
events in Australia, advertisement in the magazines which will be distributed in the Australian
flights, etc. Apart from these mediums of advertisement, an official website will be developed in
the name of European Travel Commission where tourists would be able to gather all the required
information in relevance with the attractive places of Europe.
While conducting market research program, it was analyzed that Australian tourists are excited
to visit European countries. Spain, Italy, France, Greece, Germany, United of Kingdom, Poland
etc. are some of the attractive countries and regions of European tourism. This continent is
surrounded by the Arctic Ocean from its north and the Atlantic Ocean from its west as well as
the Mediterranean Sea from its south. The main motive for an establishment of ETC is to create
the distinctive identity of Europe in the global market. Primarily, this organization is focusing on
building awareness through promoting European tourism via internet mediums.

Tourism Sales and Promotion 3
Table of Contents
Letter of Transmittal........................................................................................................................1
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Promotional Campaign Strategy......................................................................................................5
Target Market..................................................................................................................................6
Communication Objective...............................................................................................................7
Main Competitors............................................................................................................................8
Communication channels.................................................................................................................9
Campaign Evaluation.....................................................................................................................10
Promotional Budget.......................................................................................................................11
Conclusion.....................................................................................................................................12

Tourism Sales and Promotion 4
Introduction
Europe continent is the mixture of various cultures and countries through which it beings an
attractive place for travelers and especially for those people who loves to explore new
destinations and cultures. Australian people are found always curious in relevance with the
exploration of new places, the general nature of Australian people is to enjoy their holidays and
spending some quality time with their family and friends. The famous places of Europe are The
Eiffel Tower, France, Acropolis, Athens, and Sagrada Familia, known as the “Temple of Holy
Family”, situated in Spain. Buckingham Palace, which is known as the official residence of
Britain’s sovereigns from 1837, Vatican City, etc. also contributes their significant role in
making European Tourism more attractive.
Size of European tourism seems to be endless as it has endless tourist destinations and it has
around 50 sovereign states and 6 states with limited recognition. Great Britain is also part of
Europe continent and this country has ruled in various parts of the world such as the United
States, almost all Asia, etc. As per the trends researched in the year 2016, 5% international
tourists were increased from the year 2015 in Europe. It could be marked as the success factor
for ETC because curiosity for experiencing European countries is much high in other parts of the
world. Apart from other countries, it has been marked as per the market research conducted that
Australian tourists are much excited to experience European places. The best time to visit
European countries is the Christmas time as this festival is very famous over there. The
occupancy rate at that period of time is very high as almost every hotel is pre-booked by tourists.
European Travel Commission can use this advantage to promote European Tourism in the
Australia.

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Promotional Campaign Strategy
Promotional strategy for promoting destination is trending these days and it due to every country
is focusing on gaining more number of tourists in their countries because they contribute a big
part of the country's economy. To support the future market conditions of European Countries,
European Travel Commission has decided to promote their area in the different parts of the globe
to develop an effective place in the competitive environment. Every tour operator has a tour
package for Europe but as it is the very expensive package, various tourists drop the plan to visit
Europe. For this, ETC has asked their marketing head to develop an advertisement cum
promotional campaign under which certain rate of discount should be provided to tourists and
especially to Australian tourists as a current promotional campaign is being conducted in
Australia. In 2015, 608 million international tourists were recorded in Europe and in the France
was the most favorite country amongst the whole Europe (Bendito & Ramírez, 2011).
To attract a number of international tourists, ETC has planned to promote their continent’s
tourism approximately 14,000 km away i.e. Australia. Their marketing manager has used the
electronic as well as the print medium of advertisement to develop awareness in Australian
public. With a specific goal to promote the European Tourism in the new market, particular
advertising and correspondences systems must be upheld to guarantee the goal is advanced and
showcased in the right way. Advertisement and promotional strategies must be used in this
promotional campaign as it includes the promotion mix technique which is a part of marketing
mix technique (Horng & Tsai, 2010).

Tourism Sales and Promotion 6
Target Market
The target market is known as the particular area of people that will show their interest to
consume the product or service. The audience is being targeted by the certain organization on
their requirement basis. As per this scenario, promotional campaign strategy is being developed
for the Australian Market. The audience of Australia is targeted on the basis of their interest
captured in traveling European countries in last year (Fredman & Tyrväinen, 2010). To attract a
number of people from Australia, this promotion mix strategy has been used to promote the
European tourism. Apart from this, a measured factor has been highlighted in the promotional
campaign i.e. direct flight from various countries of Europe to Australia which will help them to
travel easily. The Eiffel Tower situated in Paris, France is the most attractive and one of the
famous places in Europe. Every tourist demands Paris should be included in their tour package
especially when tour package is the Europe. Hence, Europe has the biggest advantage of
including this city as the center of attraction in its promotional campaign. The number of tourists
has been increased rapidly in Europe (Buhalis & Michopoulou, 2011).
Australia is listed at the top position in terms visiting Europe from last few years, hence; this
market has been identified as the major market from which more number of tourists could be
extracted just by spreading awareness amongst Australian people. World-class hotels, beautiful
destinations like Paris, romantic places like the Eifel Tower, Germany, Poland, Greece, etc. are
some of the attractive places which will help Australian people to choose Europe as the best
destination to spend their holidays (Croy, 2010).

Tourism Sales and Promotion 7
Communication Objective
While determining the communication objectives, it is very crucial to evaluate the targeted
audience’s knowledge in relevance with the destination which is being promoted. As Australian
people have been noticed traveling in Europe but from the perception of the promotional
campaign, it is a new target market for ETC. Hence, appropriate and adequate communication
objectives need to evaluated to obtain and extract adequate results (Morrison, 2013). As Europe
is a continent and under this name, various beautiful countries and attractive locations exist, and
for the enhancing the position of European Tourism across the global market, appropriate
decision is taken to attract Australian people towards there. Before communicating with
Australian people, ETC has conducted a market research, through which they will understand the
objective of customers. As per customers' perception, an adequate and reliable decision will be
taken which will enhance their awareness of relevance with the European countries.
Communication objectives also define the view of ETC that they need to show this promotional
campaign to their management and after getting approval from them, this will be implemented,
hence; to get this implemented with a view to enhance the tourist volume in European countries
(Lähdesmäki, 2012).
As per the communication objectives of the organization, appropriate and relevant actions must
be taken to ensure the customers’ expectations and their requirements must be fulfilled.
Customers’ should be aware regarding the destination which is being promoted in the campaign
so that customers could get an assumption for achieving the expected level (Diekmann &
Diekmann, 2011).

Tourism Sales and Promotion 8
Main Competitors
Crucial competitors of European Tourism are Bangkok, Thailand, Dubai, UAE, New York, USA
and Singapore tourism. Across the globe, these are some of the places which are very famous
along with European tours (Redondi, Malighetti & Paleari, 2011). Dubai is famous for their
exotic locations, deserts, and the Burj Khalifa which carries the record of being the tallest
building in the world. In 2015, European countries were visited by over 608 million international
tourists and amongst them, 84.5 million were for France only. France is popular due to Paris
which is the capital of France. Spain and Italy stand at number two and three respectively as 68.5
million and 50.7 million international tourists visited in 2015.
The major attraction which is being included in the promotional campaign is the direct flight
from Europe to Australia which saves the time of tourists. Prior to this, for traveling to Europe,
there was no direct flight and due to this, Australian people need to change at least two flights to
reach there. This was the major reason for lack of awareness for European countries. Being in the
competitive environment, ETC needs to adopt some effective marketing strategies which could
enhance the competitive advantage for the organization (Evans, Stonehouse & Stonehouse,
2012).
ETC will use the promotional strategies which will include the combination of electronic as well
as the paper medium of advertisement. Apart from delivering the adequate information in
relevance with the European tour, an organization has adopted the advantage of carrying more
than 50 countries in the Europe continent (Albalate, Bel & Fageda, 2015).

Tourism Sales and Promotion 9
Communication channels
Evaluation of effective results from the selected promotional campaign of Europe Tourism, some
adequate communication channels should be used. Sources of personal communication channels,
as well as non-personal communication channels, would be used. Board hoardings will be used
as the major advertisement source as well magazines and those magazines would be distributed
in-flights. In the form of personal communication system, every regular or irregular type of
tourist would be mailed by ETC with the relevant information regarding tour packages, attractive
things of the Europe, etc. This campaign will last for around 3-4 months i.e. from July to October
because during Christmas and New Year period, Australian people are on holidays and to spend
those holidays, they search a good and attractive location for them (Danaher & Rossiter, 2011).
Apart from these communication channels, European Travel Commission could get the
permission from the Australian government for promoting their continent’s tourism through
unique and environmental mediums. These are display shows, by conducting certain contests and
after that through selecting an individual randomly to offer the free tour package to Europe. This
will attract the consumers to participate in that contest and the number of consumers will take
part in this, the promotional technique will be proved successful at its optimum. Apart from these
unique ideas, an electronic medium of an advertisement does not be dropped because it is very
crucial in terms of creating awareness in public. A market survey should be conducted to analyze
the most popular television channels and radio channels viewed or listened by a public and as per
this information, ETC could use the service appropriate (Du, Bhattacharya & Sen, 2010).

Tourism Sales and Promotion 10
Campaign Evaluation
Campaign’s success will be measured as per analyzing the number of tourists increased through
advertising in the particular target market. For instance, this promotional campaign will be
marked as an adequate when the number of Australian tourists will increase from the previous
records. This information could be extracted from the flight operators, tour operators and after
extracting the current data, it will be matched with the previous year's data to get the outcome.
This will help the ETC to take a decision in the favor for conducting the same campaign in future
for any other target market or not (Ashworth & Goodall, 2012).
Apart from this, a minimum increment of 20% Australian tourists should be determined to
review the campaign's strategies successful because conducting a promotional campaign 14,000
km away is not an easy task. Various people's efforts, the huge amount of capital, etc. are
involved in this. This is the reason for declaring this campaign effective, minimum of 20%
increment from Australian tourists should be recorded (Hays, Page & Buhalis, 2013).
Europe is a brand in the international tourism sector and promoting a brand is not much difficult.
Promotional camping's main objective is to develop the positive image of the destination
amongst the tourists because this is the major reason which will attract a number of tourists.
Campaign’s strategies should also be analyzed separately so that more effective strategies and
methods could be analyzed. As social media platforms will be used to promote the European
Tourism in the Australian market, hence; effectiveness of social media platforms should be
evaluated separately (Bornhorst, Ritchie & Sheehan, 2010).

Tourism Sales and Promotion 11
Promotional Budget
Promotional campaigns mainly cost is to be incurred on advertisements and on promotional
techniques. For promoting European Tourism, a budget will not bound ETC to promote their
tourists in particular areas only. ETC has a huge budget of €2, 00,000 for promoting their
tourism in Australian market (Moriarty, et. al., 2014). As approximately 50 countries are
involved in this continent and apart from these 50 countries, 6 countries are involved with
limited recognition. In this campaign, first investment is made on conducting the direct flight
from Australian states directly to certain European countries so that the targets market’s audience
could not get suffered. Apart from conducting direct flight, mainly expenses will be of
advertisement. Whether it would be electronic media or it would be print media, huge investment
needs to be made. A marketing team of ETC will also visit Australian market to select the most
appropriate places for their campaign’s promotion to achieve effective results. This activity will
also incur certain expenses (Shani, et. al., 2010).
Promotion through sending emails to tourists, printing advertisement in-flight magazines is also
a bit expensive process. But it is feasible as ETC has a huge budget for promoting their countries
in the Australian market. Apart from huge budget, expenses should be incurred on the
assumption of ROI i.e. return on investment. First of all, ROI should be determines so that
appropriate investment could be made. Without estimating a return on investment, incurring
huge expenses would not generate effective and adequate results (Pike & Page, 2014).

Tourism Sales and Promotion 12
Conclusion
The decision of conducting a promotional campaign in Australian market will be beneficial for
European Tourism. European Tourism has a brand name in the international tourism market but
apart from this, various countries and states are above in terms of most liked places by tourists
across the globe. The main and biggest reason is the expensiveness of Europe. To review their
performance in the international tourism market, ETC has asked their marketing manager to
develop a promotional campaign that will help the Europe to achieve effective results in the form
of monetary terms as well as in the form of developing remarkable experience for tourists. This
campaign concludes that ETC has used both mediums of advertisement in relevance with
promoting their tourism industry in the Australia. Apart from an electronic and print medium of
advertisement, adequate steps will be taken which will help them to ensure the effectiveness of
the organization. Involvement of direct flight from Australia to Europe has helped the European
Tourism to attract a number of tourists from Australia.

Tourism Sales and Promotion 13
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Marketing. The Importance Of Specialization In The Image Of European Brochures. Economics
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Bornhorst, T., Ritchie, J.B. & Sheehan, L., 2010, “Determinants of tourism success for DMOs &
destinations: An empirical examination of stakeholders' perspectives”, Tourism
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addressing the accessibility market. Current Issues in Tourism, 14(2), pp.145-168.
Croy, W.G., 2010, “Planning for film tourism: Active destination image management”, Tourism
and hospitality planning & development, 7(1), pp.21-30.
Danaher, P.J. & Rossiter, J.R., 2011, “Comparing perceptions of marketing communication
channels”, European Journal of Marketing, 45(1/2), pp.6-42.
Diekmann, A. & McCabe, S., 2011, “Systems of social tourism in the European Union: A critical
review”, Current Issues in Tourism, 14(5), pp.417-430.
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travel and tourism.
Fredman, P. & Tyrväinen, L., 2010, “Frontiers in nature‐based tourism”, Scandinavian Journal
of Hospitality and Tourism, 10(3), pp.177-189.

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Hays, S., Page, S.J. & Buhalis, D., 2013, “Social media as a destination marketing tool: its use
by national tourism organisations”, Current issues in Tourism, 16(3), pp.211-239.
Horng, J.S. & Tsai, C.T.S., 2010, “Government websites for promoting East Asian culinary
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Appendices
Appendix 1: Australian Tourists arrival in Europe from 2008 to 2016.
(Source: tradingeconomics.com, 2017)
Appendix 2: Tourists visit in London and Expenditure from 2009 to 2014
(Source: London Tourism Report, 2014-2015).

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Appendix 3: Turnover of tourism industry
(Source: European Union, 2016).
Appendix 4: Visitors’ travelling as per their age group
(Source: cdc.gov, 2009).

Tourism Sales and Promotion 17

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Appendix 5: Attractive locations of Europe
(Source: travelandleisure.com, 2017)