How to Create a Perfect Destination Marketing Plan in 7 Steps

As competition in the tourism industry increases, countries are faced with the challenge of further developing their tourism sector.

Questions that need to be answered include:

• What direction should the country take to develop inbound tourism?
• How can the number of tourists be increased, and from which countries?
• What tools are available to boost revenue from tourism?

A well-crafted destination marketing plan can provide answers to these questions. Such a plan consists of a set of measures and decisions that must be implemented within a specific timeframe, such as a month, quarter, year, or three years. It is an essential component of any business plan for the development of a country or region.

While it is possible to find destination marketing plan samples online, it is advisable to avoid relying on someone else’s plan. The goals and objectives of each country’s tourism industry are unique, and what works for one destination may not work for another. Therefore, it is best to create a custom plan for your destination. Here are 7 steps to help you create your own perfect destination marketing plan.

Step 1. Internal marketing audit

The primary objective of this stage is to recognize the internal issues and shortcomings that hinder the effectiveness of marketing strategies, such as customer relationship management, collaboration with third-party agencies for promotion, product offerings, pricing strategies, promotional channels (PR, advertising), corporate identity, and the country’s brand.

The outcome of this stage should be a compilation of tasks that need to be addressed to attain maximum impact from the company’s marketing efforts, as well as identifying problems that require resolution during the implementation of the plan.

Step 2. Internal market analysis

In this step, the focus is on analyzing the internal capabilities of your destination that can impact the Russian tourists directly or indirectly. Some of the factors to consider are:

• Are there any direct flights from Russia to your country? If not, how many transfers are required, and how long does the flight take? It’s also essential to estimate the approximate cost of the flight.
• Is there a visa-free regime, or is a visa required for Russian tourists? If a visa is necessary, where and how can it be obtained, and what is the duration of the visa or visa-free regime?
• Evaluate the available accommodation options, such as hotels, hostels, and camping sites. It’s important to consider the average cost of stay depending on the hotel’s class, as well as the location and the quality of accommodation.
• Make a comprehensive list of landmarks and excursions that can attract tourists, including natural attractions, cultural and historical heritage sites, and shopping areas.
• All relevant information for Russian tourists, such as visa processing requirements, should be available on the official website of the travel destination.

The outcomes of this step will help you to develop your offer and target audience more precisely. It is crucial to ensure that all necessary information is available to Russian tourists on the official website of your travel destination.

Step 3. Russian market analysis

In this step, a comprehensive analysis of the new market is conducted, which includes various aspects such as:

• General information about the travel market, including inbound tourism statistics and trends, and popular destinations based on season.
• Analyzing competitors’ offers, prices, advantages, and marketing activities.
• Identifying the characteristics of the target audience, such as age, income level, and regional preferences, as this information is crucial in developing an effective marketing strategy.

It is important to define the target audience as specifically as possible to ensure the marketing strategy is effective. For assistance with analysis, our study ‘Russian Tourism Market Report: Trends, Analysis & Statistics‘ can be helpful.

Step 4. Price formation and positioning

Now it’s time to determine the pricing and positioning strategy for your travel destination. To do this, you can analyze the offers of your direct competitors, particularly tour packages which are highly popular among Russian tourists. Analyze the quotes from your competitors, ranging from budget to VIP options, and compare them with your own tour package.

If your pricing is significantly higher or lower than the market average, you should conduct a detailed analysis of all areas of expenditure and identify the strengths and weaknesses of your offer, which should be reflected in your marketing strategy.

Step 5. Set up the budget

The budget allocation stage of your destination marketing plan should include an estimation of the costs associated with promotion and the expected results of implementing the marketing plan. The budget can be established either before creating the marketing promotion strategy (if the budget is already fixed) or after deciding on the promotion channels and advertising costs associated with each channel.

Step 6. Development of the marketing plan

Based on the analysis carried out and considering the allocated budget, we develop a marketing strategy to promote the country in a new market, specifically the Russian travel market. During this stage, we analyze the advertising and promotion trends in the Russian market and review the marketing approach of our competitors. We investigate how our competitors position their brand and which channels they use to promote themselves.

If you need assistance in creating a marketing strategy, you can refer to our article “6 Steps to Enhance Your Destination Marketing Strategy in Russia” for guidance.

Step 7. Control and analysis

Your destination marketing plan must include detailed tools and mechanisms to ensure that each department of your company implements the plan, along with key performance indicators (KPIs) to be achieved.

Additionally, create a performance evaluation table for both short-term (monthly/quarterly) and long-term tasks (one year or the entire marketing plan implementation period).

A well-crafted marketing plan will not only act as your guiding compass, but also as an impartial judge to determine whether you have reached your intended destination. Therefore, it’s best to consult with experts to develop it. Quarter Billion Agency Travel experts can assist you in creating an effective marketing plan and devising a strategy to enter the Russian travel market.