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Seychelles Tourism Board France rolls out its autumn-winter outdoor advertising campaign

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The Seychelles Tourism Board (STB) launched an above-the-line advertising campaign in France aimed at reaching out to potential holidaymakers on that market.

The advertising campaign ran from September 11 to the 24 in the French capital of Paris, where visitors were able to get a taste of Seychelles through various displays of the Island paradise that were set up around the city.

The campaign exposed the Parisians to the tropical charms of the illustrious Seychelles Islands and the diversity of the activities it has to offer all its visitors. This presented the Seychelles as a holiday destination for the locals during the winter holidays, which are fast approaching.

With the assistance of JCDecaux, a leading French company of outdoor advertising worldwide, visuals were designed and strategically installed around Paris and other suburban areas.

To maximize the exposure of the Seychelles in Paris, 161 panoramic adverts were set up in kiosks in busy zones close to commercial areas such as the Champs Elysees, some libraries, city hall, boulevard Haussmann. Outdoor billboards were also placed in key locations in the Parisian suburbs.

The Parisian Open Tour buses, 100% green energy buses which offer sightseeing tour of the capital, also gave the Seychelles exposure by displaying its tropical landscapes on several buses between the September 11 and 24. These buses circulate the most emblematic neighborhoods and the most well-known monuments of the capital, on a daily basis. Around 40% of the active high purchasing power Parisians frequent these routes, and were therefore exposed to these remarkably stunning pictures.

The STB Paris office is continuously increasing Seychelles visibility on the French market through digital media, which at the moment is especially dedicated to diving before the international dive show in Paris in January 2020. Also, through print, STB Paris is promoting the Seychelles lush tropical environment, turquoise waters, sandy beached and vibrant marine life, as well as the creole culture to the French public.

The Seychelles Tourism Board Director for Europe, Bernadette Willemin, said: “The communication plan was aimed at being present in the heart of the capital and the nearby suburbs, which are affluent areas with great potential for our destination.”

Mrs. Willemin added that “the outdoor campaign will go a long way in making Seychelles more visible on the French market and reach even more potential holidaymakers that may not necessarily have the chance to visit trade fairs and workshops conducted on the market.”

France has long been a major tourist market for Seychelles, currently it is the second largest market for Seychelles, after Germany. After closing the year 2018 with an increase in the number of visitors by 6%, France continued to show positive signs at the beginning of this year 2019. Figures from the National Bureau of Statistics (NBS) records show that as of September 22, 2019, 30,310 visitors were from France.

The advertising campaigns completed other ongoing and upcoming activities for consumers and tourism trade partners for the Autumn/Winter 2019-2020 season.

MEDIA CONTACT: STB News Bureau, Tel: +248 4 671 354 / +248 4 671 313, stbnews@seychelles.travel  www.seychelles.travel

IMEX exhibitors invited to make Sustainable Exhibiting Pledge

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IMEX in Frankfurt has invited exhibitors at this year’s show (21 -23 May) to make a Sustainable Exhibiting Pledge as it continues to increase its commitment to demonstrating and leading through best practice in sustainability.

Carina Bauer, CEO of the IMEX Group, said: “Our approach to sustainability is to lead by example, to encourage others to aim higher and to shine a spotlight on key industry campaigns. This year I’m inviting exhibitors to make a sustainable exhibiting pledge, to implement three simple green initiatives to help reduce their environmental impact at the show. A list of ideas on how to do this features in our IMEX in Frankfurt 2019 Sustainable Exhibiting Guide.”

In January the IMEX Group highlighted its commitment by making sustainability the third ‘pillar’ of this year’s IMEX Talking Point “Imagination.”

Carina Bauer explained: “We’re asking everyone in the global meetings industry to imagine a new beginning: to ask what if we all really committed to cutting down waste?

“We’ve continued to improve our own sustainability performance at both of our shows each year and we’re proud to say that our Frankfurt show is now 100 per cent hydro-powered. Thanks to our waste donation program plus the responsible recycling systems at Messe Frankfurt, we now send zero waste to landfill. This is virtually unheard of in the exhibition business!

“Our work to reduce and recycle more waste generated by both exhibitors and visitors is explained in our first ever IMEX in Frankfurt sustainability report which joins our annual IMEX America sustainability report.”

In line with its determination to lead the industry forward, IMEX was a launch partner when the Events Industry Council introduced its Principles of Sustainable Events in January after hosting two forums at IMEX in Frankfurt and IMEX America in 2018 when these principles were formulated.

A further element of its commitment to leading the industry, the IMEX team believes in sharing what it knows and has learned through experience. At IMEX in Frankfurt, learning about sustainability will feature prominently throughout the show. Starting on EduMonday, 20 May, there will be more than 20 opportunities to learn about sustainability among the 250 plus sessions in the extensive education program at the Inspiration Hub. What’s more, the first ever Sustainability Policy Round table, supported by Edmonton, will bring together industry leaders and experts to share insights at the InterContinental Frankfurt on 21 May.

Furthermore, in partnership with the Events Industry Council (EIC), IMEX will salute an organization making a significant commitment to reducing its environmental impact by announcing the winner of the IMEX-EIC Innovation in Sustainability Award at the IMEX Gala Dinner on 22 May.

Carina Bauer, CEO of the IMEX Group, says: “At both shows we continue to work closely with our partners including Meet Green, EIC, The Venetian®| The Palazzo® and the Sands Expo®, Messe Frankfurt and GES. We are wholeheartedly committed to providing education, inspiration and leadership on sustainability issues. The business events industry still has a long way to go before thinking green is the first thought, not the last.”

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Oxford Economics: Brand USA’s marketing initiatives drove record international visitor spending

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Today, Brand USA, the destination marketing organization for the United States, announced that a study by Oxford Economics shows Brand USA’s marketing efforts are generating a high return on investment (ROI) and driving significant incremental international visitation and spend, which is helping to fuel the nation’s economy. The report shows Brand USA has consistently driven strong results over the past six years, including record results in Fiscal Year 2018 (FY2018) for incremental international visitor spending, tax revenues generated, and total economic impact.

Highlights of the study show Brand USA’s marketing efforts in FY2018 alone (October 1, 2017 – September 30, 2018) helped drive:

• 1.13 million incremental international visitors to the USA who spent
• $4.1 billion on travel and fare receipts with U.S. carriers, and generated
• $1.17 billion in federal, state, and local taxes and
• $8.9 billion in total economic impact, and supported
• 52,305 incremental U.S. jobs

The resulting FY2018 marketing ROI was 32:1—meaning that every $1 Brand USA spent on marketing generated $32 in spend by international visitors.

The study also shows that the cumulative results of Brand USA’s marketing efforts over the past six years (FY2013 through FY018) has helped bring:

• 6.6 million incremental visitors to the USA who spent
• $21.8 billion on travel and fare receipts with U.S. carriers, and generated
• $6.2 billion in federal, state, and local taxes, and
• $47.7 billion in total economic impact, which has supported, on average,
• Nearly 52,000 incremental U.S. jobs each year

The six-year results equate to an average marketing ROI of 28:1.

“International visitation is an important driver for the nation’s economy—benefiting a wide range of industries well beyond travel and tourism,” said Christopher L. Thompson, president and CEO of Brand USA.

According to the U.S. Department of Commerce, international travel to the United States is the nation’s top services export and represents 11 percent of all U.S. exports, contributing a $77.4 billion trade surplus.

“The FY2018 ROI study reinforces the effectiveness of our promotional campaigns and how our efforts are supporting communities and employment throughout the country. The United States provides international travelers more value in its diversity of experiences than any other place in the world, and we look forward to continuing to work with our partners to market the USA as the ultimate travel destination,” added Thompson.

Each year, Brand USA deploys a number of market-driven platforms and programs as part of its mission to increase incremental international visitation, spend, and market share for the United States in order to fuel the U.S. economy and enhance the image of the USA with worldwide travelers.

Brand USA also collaborates with federal partners to communicate U.S. visa and entry policies and correct misperceptions about those policies as required by the Travel Promotion Act.

The Oxford Economics study includes an analysis of Brand USA’s work in nine markets – Australia, Brazil, Canada, China, Germany, Japan, South Korea, Mexico, and the United Kingdom—and also considers the organization’s total impact in other international markets where Brand USA’s marketing was active during the year via consumer, trade outreach, and cooperative marketing programs.

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Gleam of hope for tourism

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On March 27, all roads led to Mombasa, Kenya, for a joint business meeting organized by Uganda and Kenya and the two Presidents of both countries actually attended. The meeting gathered ministers, key business persons from both countries to discussing topics of mutual interest for the growth. I was personally hesitated to go because my wife and daughter were traveling same week and did not want them to leave without me saying a goodbye.

I also do not like meetings where people talk and do not come up with real solutions for the existing problems. I only made the journey after my family blessed it. I took a morning flight aboard Kenya Airways to join two Kenya friends (Shivam Vanayak and wife) out of Nairobi to Mombasa and thankfully, they had managed to secure three tickets on Madaraka train. Securing seats on the train from Nairobi to Mombasa is an uphill task because of high traffic.

I had been to Nairobi a number of times with an aim of securing seats and failed because of the demand. The business class is even worse because the tickets are booked out first way in advance.

The staff of Madaraka train dress more like air hostesses with a proper Kenyan hospitality. The train carries about 1,500 people each way and there are two trains departing Nairobi daily for Mombasa and vice versa which means 3,000 individuals are dropped into Mombasa daily which is a massive business opportunity for the Mombasa service providers such as hotels, restaurants, taxi drivers, entertainment joints, boats, bars, etc.

The train goes through Tsavo National Park which is Kenya’s largest and oldest standing at 13,747 square kilometers. While on the train, we also saw the 300 kilometer long Yatta Plateau, the longest lava flow in the world. Tsavo is home to the larger mammals, vast herds of elephants, rhinos, buffaloes, lions, leopard, pods of hippo, crocodiles, water bucks, lesser kudu, genenuk and the prolific bird life.

At the business forum in Mombasa, I was given an opportunity to address the audience which included President Museveni and President Uhuru Kenyatta on behavior Uganda and Kenyan tourism group. My address focused on seven points we had agreed upon before the Presidents arrived at Sarova sands where the meeting took place.

The first point focused on the flights between the East African countries especially Kenya and Uganda. Our observations are that the tickets between Uganda and Kenya are very expensive because of the high taxes levied by both governments. Kenya for example charges $50 on every ticket and Uganda charges $57 which makes a total of $107. That figure is what should be the cost of a ticket between the two countries. We actually recommended that flights between the two countries be domesticated.

The second point focused on the East African tourists’ visas which have Uganda, Kenya and Rwanda working together. Our proposal was that the two presidents convince the Tanzanian leadership to join the good arrangements. Many tourists are finding it easy paying $100 for a visa that covers the above three nations which allows them to move back and forth.

Since some local airline operators such as coastal want to fly into Ugandan national parks, it would positively affect the tourism business between the four nations. The third point focused on politics. Overtime, we as the tourism operators in the region have seen politics affect tourism a lot especially during campaigns and since insecurity and tourism can’t co-exist, foreign tourists will fear to travel in the region.

The leaders were asked to remember what their actions mean to business and practice restrain. This particular point was well received by both leaders and we hope to see some change with time. The fourth point focused on trans-boundary tourism opportunities which focus on the shared tourism attractions such as Lake Victoria and Mountain Elgon.

The tourism fraternity feels we need a combined effort in exploiting the above because we miss out on potential billions of dollars that could come out of activities such as cruises, sport fishing, water transport, accommodations on the shores and the many islands found on the lake. We also talked about the joint marketing opportunities across the globe that would see millions flock to Uganda and Kenya hence more revenues.

We asked the presidents to go easy on the yellow card requirements for citizens from both countries because it inconveniences the business travelers most since they are frequent.

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Millennium Airport Hotel Dubai participates in Can Collection Day

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The Millennium Airport Hotel Dubai has been making great strides in cutting down its carbon footprint by implementing the best environmental practices. The hotel joined the ‘Can Collection Day’ organised by Emirates Environmental Group (EEG) to raise awareness about waste reduction and need for recycling to create a sustainable environment on February 28, 2019 that took place simultaneously across the seven Emirates.

Mr. Simon Moore, General Manager of Millennium Airport Hotel Dubai, said: “The protection of environment is one of our key priorities, and taking part in the clean-up initiative such as the ‘Can Collection Day’ provides us a great opportunity to implement our strategy into action and make the community a better place to live in. At the Millennium Airport Hotel Dubai, we are committing to reinforce awareness about preserving our environment through active participation in local campaigns.”

Established in 1991, the Emirates Environmental Group (EEG) is a professional group devoted to protecting the environment through the means of education, action programmes and community involvement. The “Can Collection Campaign” was the first awareness and action-oriented program initiated by EEG in September 1997 that gained tremendous support from the government and private sectors and local communities in UAE.

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U.S. Travel Targets ad campaigns at top policymakers

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The U.S. Travel Association continues to put a huge premium on creative engagement with political leaders to ensure key industry priorities are top of mind for lawmakers even when they are outside the halls of the Capitol or the White House.

The organization has launched a multifaceted campaign promoting the economic benefits of travel, beginning with a four-story billboard in the outfield at Nationals Park installed for Opening Day. Its message highlights the importance of international inbound travel to the United States, and it will be up for the duration of the 2019 season.

During 2019, U.S. Travel ads will be seen in other key platforms and locations. From June 3 into the presidential election year, a billboard advertisement on Southern Boulevard in Palm Beach County, Florida will feature a variety of pro-travel messages. These ads are strategically located at the main access point from Palm Beach International Airport to Palm Beach Island—the location of Mar-a-Lago resort.

“We have a potent message—that travel is a key economic driver, jobs creator, and positive contributor to the U.S. trade balance—and we want leaders to be thinking about it even when they’re not at the office,” said U.S. Travel Executive Vice President for Public Affairs and Policy Tori Barnes.

U.S. Travel also ran a digital billboard during the Honda Classic in Palm Beach County at the end of February, and a week-long “geo-fence” social media campaign earlier in March targeting the area around Mar-a-Lago at the time of one of the president’s many visits. These ads emphasized the economic importance of international inbound travel to the United States.

The association is examining future ad opportunities at key sites associated with the 2020 election cycle, including pivotal primary states and convention and debate sites.

This is not the first time U.S. Travel has deployed advertising in strategic locations to support its federal policy objectives and elevate awareness of travel’s contributions to U.S. jobs and the economy.

During the 2016 election season, U.S. Travel released analysis and statistics in key primary states about the economic impact of campaign travel in their states. U.S. Travel targeted attendees of both the Republican and Democratic National Conventions with economic impact statistics, advertisements at airports and on trains used to access the sites, and sponsored items at POLITICO Hubs.

The association also placed a campaign at McCarran International Airport in Las Vegas, timed for the final debate between presidential nominees Donald Trump and Hillary Clinton.

U.S. Travel ran ads in Reagan Washington National Airport immediately following the 2016 elections to tout the association’s pro-connectivity, pro-growth, pro-traveler policy priorities—with the express intention that they be seen by members of the new administration and Congress arriving in the nation’s capital.

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Ontario tourism sector set for Rural Tourism Symposium

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Tourism industry professionals from across Ontario will gather at Lang Pioneer Village in Keene this April for the second annual Rural Tourism Symposium. The one-day conference, with the theme “Redefining Success”, takes place 8:30 a.m. to 5 p.m. on Thursday, April 11, at the Peterborough County Agriculture Heritage Building at Lang Pioneer Village.

More than three million visitors visit Peterborough & the Kawarthas every year, including rural destinations such as Stoney Lake. Peterborough & the Kawarthas Economic Development is hosting tourism industry professionals from across Ontario on April 11, 2019 for the second annual Rural Tourism Symposium in Keene.

Hosted by Peterborough & the Kawarthas Economic Development (PKED) in partnership with Chatham-Kent Tourism, the event is also supported by Grey County Tourism, Simcoe County Tourism, Headwaters Tourism, Kawartha Lakes Tourism, and Kawarthas-Northumberland (Regional Tourism Organization 8).

There’s no question that tourism is an important economic driver in Ontario, particularly for rural communities. According to PKED’s director of tourism and communications Tracie Bertrand, Peterborough & the Kawarthas alone draws around three million visitors every year who contribute approximately $300 million to the local economy.

“Part of our region’s competitive edge is that we offer the best of vibrant city, complemented by rolling hills of farmland and famed Ontario cottage country,” Bertrand says. “There are more than a thousand tourism businesses located in our region, ranging from retail to restaurants and from accommodations to attractions.”

But the April 11 symposium is not just limited to Peterborough & the Kawarthas: it’s been specifically designed to raise the profile of tourism in rural Ontario, and will attract rural tourism stakeholders, destination marketing organizations, and tourism businesses from across the province.

“We’re hoping this event sparks conversation and builds momentum for rural tourism in the province of Ontario,” Bertrand explains. “Industry professionals, both locally and from away, will gain insight from our expert speakers to leverage efforts at the provincial and national level, capitalize on opportunities, and create partnerships for success.”

The symposium begins with a keynote presentation entitled “Leverage Your Reach with Destination Ontario” by Lisa LaVecchia, president and CEO of Destination Ontario.

Legally known as the Ontario Tourism Marketing Partnership Corporation, Destination Ontario is an agency of the Government of Ontario that markets the province as a preferred four-season tourist destination in a globally competitive tourism market. Under LaVecchia’s leadership, Destination Ontario has produced innovative and award-winning brand campaigns, including the ‘Epic Is ON’ campaign for the Pan Am/Parapan Am Games and the ‘Where Am I?’ campaign.

The symposium also includes:

A presentation by Beth Potter, president and CEO of the Tourism Industry Association of Ontario, entitled “Stronger Together. Presenting a United Front for Rural Tourism” on how tourism industry professionals can collaborate with the association to achieve success.

An “Agritourism Farm Table Chat” led by the Culinary Tourism Alliance’s director of food tourism innovation Trevor Benson who, along with special guests, will discuss how to build bridges between the agriculture and tourism industries.

A presentation by Jewel Cunningham, director of Ontario Waterways with Parks Canada, called “Partnering for Success”. Cunningham will describe how partnerships can create exceptional visitor experiences and powerful economic impact in even the smallest of communities.

A presentation entitled “Showcasing Rural Ontario to National & International Visitors” by David Robinson of Destination Canada (formerly the Canadian Tourism Commission), a federal crown corporation that helps the Canadian tourism industry reach international markets. Robinson will explain how Canada measures up as a competitive hot spot for international travelers.

Finally, the symposium is also a stop on Canada’s national series of Tourism Town Halls, a partnership between the Tourism Industry Association of Canada, Destination Canada, and local industry partners. The Tourism Town Halls provide an opportunity for small and medium-sized tourism businesses across Canada to better understand efforts being made on national tourism issues.

“This tourism town hall will be especially important given the announcement of last week’s federal budget and the importance it placed on tourism as a high-growth sector,” Bertrand says.

The Tourism Town Hall includes a panel discussion with representatives from Destination Canada, the Indigenous Tourism Association of Canada, Tourism Industry Association of Ontario, and Peterborough & the Kawarthas Tourism, moderated by Michele Harris, director of economic and community development with the Municipality of Grey Highlands.

Reducing the negative impact on the environment is an important element of tourism, particularly in rural destinations, so sustainability is a focus of this year’s symposium. Rather than having print materials available at the symposium, information will be delivered digitally through a downloadable app. Waste, especially food waste, will be limited throughout the day and attendees will be encouraged to bring reusable water bottles and their own notepads or devices for making notes.

“We are excited to welcome tourism stakeholders from across the province and show them how we are redefining success in tourism in our communities,” Bertrand says. “We are equally excited to have our tourism operators come out and celebrate what makes our industry unique, right here in our own backyard at the Agriculture Heritage Building at Lang Pioneer Village.”

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