The Impact of Social Media Within the Hospitality Industry

Social Media has had a huge impact on every industry across the world and travel is no exception.

The role of social media now plays a key part in the consumers travel experience; from how they research and book their holiday, on-going engagement while they’re travelling to post reviews.

The travel and tourism industry depends heavily on word-of mouth and the spread of opinions – social networks provide the perfect platform to do this. Social networking is one of the most powerful forces driving travel planning today (PhocusWright), failure to adopt could be fatal.

Highlight:

52% of Facebook users said their friend’s photos inspired their holiday choice and travel plans

70% of global consumers say online consumer reviews are the second most trusted form of advertising.

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Yemen. One Country... Many destinations

Yemen, a set on Flickr.

Dunira Strategy is the Representative office for Yemen's Ministry of Tourism in the UK and Ireland.

I love... City branding

The City Branding is a hot topic around the world and this year is especially important for London because of the Olympics. The truth is, however, that the City Branding is not new, it has been practiced for many years and not just for the big cities.

In the words of Simon Anholt, “All places whether they are countries, cities, states or regions are brands and all have a reputation brand image”.

Every city , country or region should define their brand strategy to differentiate themselves. It is necessary to communicate the differentiating attributes and socio-cultural values​​. Why?

An effective City Branding will serve to attract tourists, students, investors, entrepreneurs, cultural and sporting events and all this will help the economic and social growth of the city.

The most imperative part of this strategy is to convert the identity and uniqueness of the city in a slogan, a logo that is able to create a positive perception the eyes of the target audience.

What is the target audience? The target audience is not exclusively those who the city wants to attract, but also the citizens themselves. The strategy for the City Branding should be well received and accepted by the citizens of the city itself. Otherwise, without their support, the strategy will fail in the implementation phase, as in any business.

A good strategy will improve citizens’ self-esteem and their identification with the city.

Considering this, one cannot forget the great importance the Social Media. The success of brand imaging becomes obvious when viral marketing begins to be undertaken by the citizens themselves - proud to share their identity with the world through social media platforms - and followed by the rest of the target audience.

Finally , it is not enough to just create City Branding and let it run.
This strategy, as is the case with all strategies, must be monitored and controlled to correct the any mistakes and deviations.

The City Branding must be continuously updated. Humans evolve, societies evolve, so too should the city brand.

David Terrón

@DavidTerron

Summit to think about... Has tourism on Everest peaked?

The recent revelation of the number of permits to climb Mount Everest (Chomolungma) this spring, an increase of 28% on last year’s allocation, made me think about the classic question: how do you prevent tourists destroying the very place that attracted them in the first place?

While it took 30 years for the first 150 climbers to reach the summit of Everest, this was exceeded in a single day in May 2010, with 169 climbers making the top, and with them come the problems associated with increased accessibility to the world’s highest mountain.

Its growing reputation as “the world’s highest garbage site” describes what is arguably the most notorious issue; litter from the hundreds of people leaving oxygen tanks, food packaging and tents in their wake. But this is not the only problem affecting the sustainability of ecotourism on Everest, which is part of Sagarmatha National Park UNESCO World Heritage Site.

Successful management of ecotourism is defined as creating a relationship between people, resources and tourism, in which each can contribute positively to the other.

In terms of socio-economic benefits, the permit alone, which allows entry to the Everest area from the south via Nepal, costs between $10,000 and $25,000 per person. There are approximately 2,500 Sherpa people living within the national park, who rely on tourism to make their living and whose cultural heritage is also valued under the park’s UNESCO World Heritage status. Reducing visitor numbers would compromise their livelihoods, but is it right that they should continue to endanger their lives for the increasing number of less experienced climbers attempting to conquer the mountain?

A recent article in The Guardian also brought up concerns over the “overcrowding” of Everest. Every May, several hundred inspired people will try for the summit in one of the weather windows, resulting in dangerous bottlenecks packed with climbers, the reality of which was sadly demonstrated by the death of four climbers in May, raising the question: has the mountain become too accessible?

We are often told to “take only photographs and leave only footprints”, but is that actually one of the problems here? Besides the rubbish left behind by climbers, the degradation caused by increased footfall is also evident, threatening biodiversity as well as the aesthetic value of this area of “stunning natural beauty”, as described by Sir Chris Bonington.

Where to draw the line? Balancing tourism and conservation.

Not everyone believes huge numbers of visitors will be detrimental to Everest: “Unquestionably Nepal wants the money and locals want the money - they want people to come” (George Martin, EverestNews.com). Indeed, small scale tourism elsewhere has been found to be inappropriate or unsustainable socio-culturally in the wrong circumstances. For example in the Tufi region of Papua New Guinea, inter-clan balance was disrupted when one clan began to profit materially from the operation of traditional-style guest houses. Conflicts intensified further when well-meaning foreign agencies provided the operators with motor boats and other aid. In contrast, large scale tourism may in some circumstances prove sustainable. Some of the major European tour operators, for example, successfully endeavor to ensure that their clients do not contribute to negative socio-cultural and environmental impacts in the destinations that they visit.

Carrying capacities can be raised through appropriate management and some believe that the best strategies are those which concentrate large numbers of visitors in a small area. In South Africa’s Kruger National Park, for example, the 700,000 annual visitors are restricted almost entirely to just 4% of the land. Although limiting visitor numbers by permit undoubtedly prevents wide-spread degradation, concentrated visitation to the prime sites used in ecotourism often still results in an unacceptable level of degradation. The absence of adequate environmental assessments and site audits can lead to “self-destructive ecotourism”.

“The assessment of a particular tourist product as good or bad does not depend on scale, but rather on the effectiveness of the management practices that are applied to the circumstances of each individual destination”

(Weaver, 2001)

Corinne Doff

@CorinneDoff

Iraq - Restoring peace in paradise

It’s a pity that fewer than half the leaders of the Arab League made it to the Summit in Baghdad in March, as they would have found a city transformed.

Masgouf in Baghdad

There as a guest of the Tourism Board of Iraq, I visited Baghdad for the third time in March. It was a different experience to my last visit, when American tanks still sat outside Iraqi ministries and I had to stay in a hotel surrounded by concrete barricades and armed guards. Now it was possible to stay in a small boutique hotel and openly walk along the Corniche to select the perfect fish for my Masgouf.

All the old Baghdad hotels, such as the Mansour, have been upgraded, whilst leading international companies, including Coral and Rotana, are advancing their plans to establish new 5* hotels.

With a renewed relationship between the Tourism Board and Ministry of Tourism and Antiquities, there is a new optimism amongst officials, even though the annual number of Western tourists to Baghdad remains below 1,000, with the UK’s Hinterland Travel still leading the way. The more than a million Iranian visitors represent more than 90% of arrivals and they demonstrate that Iraq already has the infrastructure to accommodate many people, especially in the remarkable World Heritage sites, where UNESCO is helping to develop tourism management plans for Babylon and Najaf. Scotland’s Royal Botanic Garden is leading an international team to regenerate the Marshes, reputedly the Garden of Eden, which will in the future become once again a major tourism destination: ‘Paradise Restored’.

Yezidi village in Kurdistan

Meanwhile in the North, the Kurdistan Regional Government is managing to attract many Western visitors. Divan and Rotana have both recently opened world class 5* hotels in Erbil/Hewlêr, although if you want an authentic Kurdish experience, you’d opt for the enchanting Chwarchra Hotel with its famous restaurant just a short stroll from the 10,000 year old Citadel, the restoration of which is also being supported by UNESCO. Elsewhere in the city, the trendy Mamounia Sky Bar at the Noble Hotel is the kind of place you might find in Beirut; surely it won’t be long before Hg2 discovers this city too! Locally run The Other Iraq Tours remains the leading DMC in Kurdistan.

Sinjar/Shingal, the KRG-administered province in the northwest of Iraq is perhaps one of the most exciting prospects for tourism in Iraq. Key to the old Camel Road between Isfahan and Aleppo, it is now almost unknown, but it is stable and a mosaic of civilizations with Yezidi villages and archaeological sites in every corner. It is mountainous and extraordinarily beautiful.

The leaders of the Arab League need to visit Iraq soon – before it is overrun with tourists.

A version of this article also appeared in TTG MENA in May. Read here

Benjamin Carey
@DuniraStrategy

The Real Champions of Yemen

Despite the challenges faced by Yemen recently, Dunira Strategy who represent Yemen Tourism Promotion Board (YTPB) in the UK and Ireland, have been working on some exciting projects to help broaden perceptions and share an insight into this mesmerising country. 

An all-star cast including Ewan McGregor, Emily Blunt and Kristin Scott Thomas offer a glimpse into the captivating world of Yemen in the new movie Salmon Fishing in the Yemen. The film was recently released in the UK, following its successful release in the US, where the gross takings stood at more than $4 million. Dunira Strategy has facilitated the production of an advert promoting tourism in Yemen which is being shown in cinemas across the UK throughout the screening of the movie. Viewed by an estimated 75,000 cinema-goers in the first week alone, audiences have been charmed by the rich sights of the country.  

Another initiative which will win the attention of audiences will be the showcasing of Yemen’s seven Olympic athletes in a series of personal portraits, stories and interviews published through a range of social media channels including an interactive blog tracking the athletes’ progress during London 2012. By showcasing the athletes home regions, the development of their career paths, training and ultimately performance at the Olympics we will gain exposure into the diversity of the country and potential that it holds.  

Yemen Tourism Promotion Board Executive Director Fatima al-Huraibi commented: “The last year has been difficult for Yemen. But when we are ready to welcome back our friends in Europe and the rest of the world, letting them know that there is far more to Yemen than the revolution will be key to success. Our involvement in these innovative projects can help us achieve that and they present a great opportunity for Yemen to demonstrate its rich heritage and tourism offer.  Tourism is the industry that can offer perhaps the greatest opportunities for sustainable social and economic development in Yemen.”

Dunira Strategy has experienced continued interest in Yemen as a tourist destination from journalists, the media as well as individuals and groups. Exhibitions such as the Arabian Travel Market, and World Travel Market due to take place in London in November, are essential in helping Yemen educate the industry about its tourism capabilities. 
Any queries can be directed to yemen@dunira.com. 
Follow us on Twitter @DuniraStrategy

Georgina Jamieson

Our experience on a map

Many people dream of going around the world. Fortunately, our work gives us the opportunity to visit many different countries. We love our work and we are proud to help the preservation of protected areas, cultural and natural heritage and promote the development of emerging destinations around the world.
 

We have a network of associate experts and international consultants on six continents and have professional experience in more than forty countries, including: Armenia, Belgium, Belize, Bhutan, China, Croatia, Cyprus, Dominican Republic, Egypt, Eritrea, England, Faroe Islands, France, Gambia, Georgia, Germany, Grenada, India, Iran, Iraq, Ireland, Laos, Lebanon, Liberia, Malta, Mexico, Montenegro, Morocco, Nepal, Nigeria, Pakistan, Palestine, Poland, Russia, Rwanda, Scotland, Serbia, Sierra Leone, Slovakia, Slovenia, South Africa, Spain, Switzerland, Trinidad & Tobago, Tunisia, Turkey, Ukraine, USA, Yemen.

Have a look at our brand new experience map below, soon to be published on our website. In green are our current and most recent projects. Our past projects are in purple.

View Dunira Strategy - Our Projects in a larger map

If you need more information do not hesitate to contact us: info@dunira.com
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Salmon Fishing in the Yemen: A Slippery Debait

So what exactly is the fishy business surrounding the soon to be released in the UK (tomorrow actually – 20^th April) film: Salmon Fishing in the Yemen? The joint forces of Ghillie (term used for a professional fisherman that works the river, obviously!) McGregor and beauty Blunt are playing politics on the screen and the film is causing a swirl off-screen.

The splashing issue is that the film was shot mainly in Morocco and Scotland and not actually in Yemen, of course the country upon which the book and film are based. It must have been assumed by the director (Lasse Hallström - What's Eating Gilbert Grape, Chocolat) and crew that should it have been filmed in Yemen, the ebb and flow of the Arab Spring would not quite have offered the relaxing background setting required for the smooth and hypnotising flick of a fishing rod.

In comparison to the River Spey in the North East of Scotland, which was one of the main filming locations and whose toughest challenges for the film crew and cast may have been a shaggy Highland cow blocking the road, Yemen may have been a touch too thrilling.  It is just such a pity that the enchanting country could not feature more in the movie. Film-goers are being robbed of seeing the reel sites of Yemen that would have been at home in this satirical and sophisticated rom-com – gutting!

Nonetheless, I am looking forward to seeing Ghillie McGregs in action and at least film critics thus far have said that the filming locations are convincing and realistic. Luckily, for those going to watch the movie at one of the 248 cinema screens across the UK and Northern Ireland which is screening Yemen Tourism Advert, facilitated by Dunira Strategy and produced by Digital Cinema Media (DCM), you will taste an amuse bouche of what Yemen is really like and will most definitely be hooked.

Georgina Jamieson

Please watch the advert on http://youtu.be/67V3pgTK0-4 and follow the Yemen Tourism Promotion Board YouTube Channel.

Follow us on Twitter: @dunirastrategy @GeorginaJam

Tourism and the Myth of the Cave

Shadows seen by the prisoners

The caveman was unaware of the outside world. Cavemen could not move their bodies or turn their heads because since children they were tied up with ropes around the legs and by the neck. They could only look ahead to the shadows cast by the fire on the walls of the cave. If they said something, the echo of the cave imperfectly reproduced the sound of their voices and they were led to believe that their own shadows were replying to them. These men were missing the world that was out there, above their heads.

Something similar happens in the current tourism sector without Social Media. A destination without a Social Media Strategy suffers the same reality and ignorance that those cavemen endured.  Organizations without a Social Media Strategy are missing a wonderful world where they can find opportunities, communicate with others and learn and share things more than shadows cast on the walls of the cave. This is important in all sectors, but especially important in the tourism sector, where emitter and receiver are separated, sometimes by a few miles and others by thousands of miles.

When an organization decides to take  a social step, to listen to others, to provide solutions to needs and does not just look at those shadows, then it begins to acquire its own audience.
Having an audience itself is extremely important because it gives an organization the power to control something highly valued in a science – its marketing. Certain social networks, are full of uncontrollable social factors and it is imperative to patrol and control this.
The opportunities offered by a well developed Social Media Strategy are valuable if you know how to make these results a reality. It’s worth.

Do not let yourself fall into the depths of the cave. Break your chains, experience the world, see colors, feel the sun on your face, breathe in the sea breeze and... communicate your experience to an audience that is waiting for you. Be social.

David Terrón

Making tracks - Belize's ‘Forgotten South’

River to reef, mountain to mangrove... Dunira’s Corinne Doff travelled to Belize last month to look at the ecotourism market.

Jaguar track in Bladen Nature Reserve, Toledo

Over 70% of Belize’s landmass is comprised of natural areas, 40% of which are protected reserves. In a country so rich in biodiversity, it is unsurprising that ecotourism is one of the most financially valuable sectors of Belize’s economy, with 14% of all tourists visiting its natural protected areas. The majority of these visits are centred around a few ‘honeypot’ destinations with little push towards spreading the flow elsewhere in the country. Belize’s southern-most district, Toledo, boasts some of the country’s most richly biodiverse and pristine rainforest, while pine ridge savannahs and mangrove surround coastal lagoons, from which the stunning Sapodilla Cayes can be reached. But, despite Toledo’s multitude of attractions, only 2% of visitors to Belize venture to the ‘Forgotten South’.

Organic cocoa farm. Toledo

While governments have a major role to play in the marketing of their destinations and it can be difficult for individual businesses, no matter how good the product, to do all the work, experience has shown that destinations are far more successful if businesses work together to market collectively. Whether it be as a public-private partnership, cooperative or as a formal Destination Management Organization (DMO), in order to compete with other tourism destinations and to access distribution channels, working together can establish a single entity that has critical mass.

Corinne Doff

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