Understanding Tourism

Tourism is a multi-faceted, complex industry that is facing incredible challenges to develop and retain market share within the highly-competitive global market. Tourists have become increasingly knowledgeable and are, in many cases, more interested in an experience than in a destination itself.

Success in tourism and business depends on using a strategic approach to identifying key target market opportunities then developing, marketing and delivering high quality, unique, innovative products and experiences that the consumer is looking for. Applying sustainable or "Green by Design" principles helps businesses and communities attracty new markets while providing economic, social and environmental benefits.

MCG understands how to do this. It specializes in “experience-based” tourism development and uses an integrated approach of four key marketing functions, as outlined below, in order to maximize the stimulation of economic and tourism activity for a business or destination.

TOURISM EXPERIENCE DEVELOPMENT & MARKETING STRATEGY

Market Research & Planning	Product /Experience Development	Marketing Communications	Sales/Customer Relationship Management
Analysis of primary and secondary market research to identify targeted market segments, their wants and needs, market size and opportunity, etc.	Creation of unique products/ experiences/ packages based on market segments’ needs & travel patterns.	Development & delivery of messages that inform and influence target markets – such as branding, creative, advertising and promotion, media, FAMS, web-based marketing, etc.	Managing customer service from initial enquires to actual visit to the business/ destination. Includes community welcome programs, customer service /cultural training, etc.