Cavtat nominated for the best European destination in 2019. How relevant is the whole story around European Best Destination?

first_imgMostly if it comes to winning the title, again it’s just the first step. What is the strategy? Budget? There is no free lunch in this game, either you play the game or you don’t. And for the game we need strategy, budget and proactivity. Of course, the first logical focus should be on our market, because we are counting on local patriotism, which will bring us the initial buzz and a good part of the votes in a short time. Although the story about EBD is already quite a media-worn story, the local population, as well as the media, will convey the story and give their vote for the domestic destination. But you should certainly communicate in English in order to “catch” the voices of foreign tourists. One of the segments, in my opinion, should target tourists from areas that are not nominated, but the most important thing is to communicate with tourists who have already visited our destination and who keep coming back, in this case Cavtat. “Sama nominacija već puno znači i otvara dodatne prilike za razvoj i promidžbu Cavtata, destinacije koja iz godine u godinu bilježi rast turista – što je jasan pokazatelj kako ima sve veći značaj na listi putovanja brojnih turista iz cijelog svijeta. Drago nam je da je udruga European Best Destination prepoznala Cavtat, a bit će nam izuzetno drago da se što veći broj ljudi priključi i da svoj glas za Cavtat. ” said Frano Herendija, director of the Konavle Tourist Board. As before, to win the title, our vote is needed. Voting is extremely simple, just click on the page and just a few seconds of your time to choose Cavtat among the offered destinations. The title of the best European destination is as relevant as we make it relevant In addition to Zadar, last year’s nomination of the island of Hvar speaks in favor of this. Unfortunately, there was no real strategy or enough promotion to collect enough votes, so the island of Hvar failed to get the title of the best European destination. The motive for coming is not a hotel or accommodation, but a tourist destination, so without synergy there is no long-term success. Also in this story, everyone benefits, if there are positive changes in the promotion and winning of some of the titles, which results in an increase in arrivals and overnight stays. The award for the best destination in Europe has been held since 2009 and is organized by the European Best Destinations (EBD), a European organization based in Brussels, created with the aim of promoting culture and tourism in Europe and in cooperation with tourism offices and EDEN. European and world level, promotes a greater understanding of the richness, diversity and quality of European destinations. The Belgian portal “European Best Destinations” writes that it is followed by about 2,5 million people, which is certainly a large number, but when we look at the number of voters then we see that it is still a much smaller number of active voters. Also, it is normal for “each” of the nominated cities, especially the smaller ones, to see their promotional opportunity through the competition and try to animate the voters in their homeland as much as possible, because it is the easiest way to play on national emotions. Namely, Cavtat is on the list of 20 destinations nominated for the best European destination in 2019, including Genoa, Malaga, Budapest, Paris and Rome. In addition to this nomination, European Best Destination ranked Cavtat among the best in the categories: “Best destination for nature lovers” and “Best romantic destination”. But, just like with the nominations themselves, so with winning the title, the real work is just beginning. On the other hand, on the other hand Zadar who missed the opportunity and did not succeed. After receiving the title, there was no communication, strategy, branding… and the whole story did not yield any realistic results, except for the short-term PR effect. After winning the title, the whole story stopped. All tourist employees of Cavtat, from hoteliers to hosts in family accommodation who have strong newsletter bases and their own promotion channels, must be included to encourage their guests and their base to activate and vote. The goal is synergy and multiplication of the promotion effect, and best of all it is a free promotion. It is important to note that you can vote once a week from one IP address. The competition lasts for three weeks, from January 15 to February 5, How relevant is the whole story around the European Best Destination portal? Conclusion After the initial application, the real work is just beginning, and it is necessary to make a good marketing campaign with special visuals, story, strategy, communication in target markets, etc.… to activate as large a base as possible and ultimately win enough votes. It should also be taken into account that big cities such as London or Paris are not actively involved in this story at all. Let’s say just one Paris according to 2016 data has over 2.2 million inhabitants. To activate only 5% of the population voting for Paris victory is there, not counting the global popularity of Paris as a Top tourist destination. The budget and the reach of the publications of the mentioned cities are certainly much higher if the stories about the EBD are really accepted. Then the whole story is much harder, but again not impossible. When you play with the big ones, then you have to build your opportunity on reaction speed, creativity and innovation. Either you play the game or not? The most important thing to point out is that the nomination alone is not enough to achieve success, it is only the first step. As in the case of the nomination itself, so in the case of obtaining the eventual title of the best European destination, it is not enough just to get recognition. For the concrete benefit of the whole story, after obtaining the title, it is necessary to additionally make a plan and strategy on how to “cash in” that title, and it is necessary to invest again. Svakako kako je jedna od osvojenih titula odlična platforma i PR priča za promociju, pogotovo za manje poznate turističke destinacije. No opet, samo ako je napravimo relevantnom te moramo biti svjesni da kod ove “avanture” kao i kod same prijave tako i kod eventualne pobjede, pravi posao tek počinje. So, the nomination alone is not enough, the real work is just beginning. Even if one of the titles is not won, it is certain that investing in promotion and PR did not go to waste. It’s all about investing, and the money spent on promotion and branding is certainly not an expense, but an investment. Of course if we invest it wisely. Without investment there is nothing of this story, as usual in everything. So, we can conclude that this is a relatively small number of votes needed for a possible victory. On the other hand, of course, every year the ranking for victory rises, because the portal has more and more voters, and what is most credited to the nominated cities because they do free promotion of the entire portal by agitating for themselves through their social networks. In accordance with the relatively small number of votes, if we look at the entire European market, the question arises of the relevance of the whole story, both with the example of Advent in Zagreb and now. However, it was Zagreb that showed the fact that the title of the best European destination is relevant as much as we make it relevant ourselves. If we look at the statistics in the case of the third victory of Zagreb Advent for the best Christmas destination in 2018 on the European Best Destinations portal participated 200.596 people from 131 countries, and 38.830 voters gave their vote among the candidate cities Zagreb, while second-placed Colmar received a total of 24.625 votes. The title of the best European destination is as relevant as we make it relevant. TZGZ succeeded in that and excellently branded the whole story about Advent in Zagreb, and in the end it “charged” through the increased arrival of tourists and branding of the city. The whole year should be in that spirit, various programs, facilities, visuals in the city, activating hotels and family accommodation to use the brand, special targeted campaigns for various markets, justify why the title is deserved and continue to tell the story and further refine it through various facilities throughout the year. This is especially important for regular guests, in this case Cavtat, and those who have visited Cavtat at least once. Of course, if Cavtat delighted us, then we are emotionally attached to it because we have experienced it and are therefore more inclined to give our voice. After the famous European Best Destination portal declared the city of Zagreb the best European Christmas destination in Europe for three years in a row, Nin as a romantic destination in Europe, and the City of Zadar as the best European destination in 2016, Cavtat will try its hand in 2019. If I was down to my last dollar, I’d spend it on public relations – Bill Gates Let’s make nice wishes. One is desire, and something quite another is goal. Behind the goal is action and proactivity. If our goal is to win the title of the best European destination, then we must also have a strategy on how to achieve the set goal. So, the real question is whether Cavtat wants to win the title of the best tourist destination or is that their goal. In the case of Zadar, more people never voted, ie a total of 288,992, while Zadar as the winner of the election received 57,616 votes, of which 53,4 percent of the votes came from outside Croatia. Glasanje je krenulo, a prvi korak je da mi, vi podržimo našeg kandidata za najbolju europsku destinaciju. Ja sam svoju “građansku” dužnost obavio, radi se o par sekundi našeg vremena. You can vote for Cavtat HERElast_img read more