ETC and UNWTO Publish New Handbooks
E-Marketing for Tourism Destinations and Tourism Forecasting Methodologies
NOVEMBER 91, 2008. The new 300-page Handbook on E-marketing for Tourism Destinations is a practical 'how to' manual for tourism destination staff at national, regional and city level, designed to help hone e-marketing skills and manage new projects.
With internet users passing the 1 billion barrier and online becoming more and more the preferred source of information for tourists' decision making, this is sure to be a well-thumbed favourite on every tourism e-marketer's desk, as well as a key contributor to help tourism destinations improve their competitive edge.
The book covers all the basics including website design, search engine optimisation, e-mail marketing, social networking, and e-commerce. It also gives advice on how to build better content, how to better distribute it, use CRM, succeed with online PR, support the travel trade on-territory, and get into mobile marketing. Web analytics, online research methods and performance measurement get full treatment, and new areas such as digital television are also covered. The handbook also provides more than 30 examples of e-marketing in action.
Produced for ETC and UNWTO by TEAM Tourism Consulting, it was written by Peter Varlow, Karin Elgin Nijhuis and Roger Carter, with contributions from over 50 experts from around the world.
This publication builds on UNWTO's previous work in this field, which includes a report on Evaluating and Improving Websites - the Destination Web Watch (2005) and the Guide to Destination Management (2008) - both produced by TEAM, who also operate ETC's 'New Media Review' intelligence website: www.etcnewmedia.com.
Also published in October was a Handbook on Tourism Forecasting Methodologies. This aims to provide a simple guide to the complex world of tourism forecasting, and outlines some of the basic forecasting techniques and methodologies used.
Both publications form part of a number of joint ETC-UNWTO publications, including a series of 'best practice' handbooks. The other titles in the series are: Evaluating NTO Marketing Activities (2003), Tourism Market Segmentation (2007) and Handbook on Branding for Tourism Destinations (under preparation).
The new publications are available for sale from:
www.etc-corporate.org/modules.php?name=Content&pa=showpage&pid=222&ac=8
The European Travel Commission is an association of National Tourism Organisations (NTOs). It was created in 1948 to promote Europe as a tourism destination to the long-haul markets outside Europe, originally in the USA and later in Canada, Latin America and Asia. It currently has 39 member NTOs, including 12 from outside the European Union. ETC is an independent body which is financed entirely by annual membership contributions and partnership funding.
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