USAID CAPS Tourism Strategic Directions Steering Committee Meeting

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USAID CAPS Tourism Strategic DirectionsSteering
Committee Meeting

• Scott Wayne
• With inputs from Michelle Morgan and Armine
  Israyelyan
• May 11th, 2006

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Agenda

• Purpose of meeting
• Tourism Assessment Report Results
• Key Action Areas ?Objectives
• CAPS Tourism Actions to date
• Next steps ?CAPS Strategy

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Purpose of Meeting

• Discuss CAPS and Steering Committee tourism
  strategy and next steps.

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CAPS Tourism Assessment Report Highlights
Four Key Action Areas Identified

• 1) Improved product development, promotion,
  marketing and research
• 2) Better quality human resources, associations
  and institutions
• 3) Improved access and facilities
• 4) Better business environment

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Working Groups ?Task Forces?

• Led by Steering Committee, Armenian Tourism
  Industry becomes more competitive through actions
  in

• Marketing and Promotion
• Workforce Development
• Infrastructure
• Advocacy and Public Policy

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CAPS Tourism Activities January-May 2006

• CAPS Tourism Needs Assessment and Baseline
  Industry Data, which involved industry-wide
  survey.
• Assisted with the establishment of the Armenian
  Culinary and Restaurant Association.
• Assisted with establishment of the Armenian Hotel
  Association. (Steering Committee)

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CAPS Tourism Activities continued

• Pilot project launched in Dilijan (Infrastructure
  Working Group)
• Research on tour operator licensing, in progress
  (Advocacy WG)
• Launched workforce skills assessment for the
  tourism industry.
• Research on foreign operators for future product
  development and marketing activities.
• Training of BSPs on Tourism Marketing (May
  11-12th).

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Proposals Received by CAPS

• Proposal from MTED for a market survey.
• Proposal from the Armenian Tourism Association to
  organize an international conference on tourism
  in Armenia targeting travel media.
• Proposal from ATDA for printed materials,
  especially for trade fairs. (Marketing WG)
• Proposal from ATA on improvement of education and
  training in tourism. (Workforce WG)
• Proposal from Tourism Institute for two books and
  one set of conference proceedings, including a CD
  on youth routes. (Workforce WG)

CAPS Guidelines for Unsolicited Proposals being
developed.
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CAPS Actions January-May 2006
CAPS Assessment March 2006
Steering Committee Working Groups
2020 Tourism Report
Tourism Laws, Policies, and Regulations
Stakeholder Meetings
CAPS Roadmap for assisting tourism development in
Armenia
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What? Which? How? When?
Key Questions

• Which markets to target
• What types of products to develop
• Which destinations and attractions to develop
• What accomodation capacity, tourist services,
  workforce skills and supporting infrastructure to
  develop
• How to promote the product

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Next Steps
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CAPS Strategy From Roadmap to Action
Focus on Specialty Travel Niches History,
natural and cultural heritage Soft adventure,
outdoor sports Inn-to-inn, BB trail, Heritage
Route Rural tourism, agro and community
tourism Responsible tourism, eco-tourism,
Geotourism Ethnic, Diaspora tourism Regional
tourism (Caucasus, Silk Road) Special Interest
Tours Business Travel
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Armenia as a National Geographic Geotourism
Destination? Tourism that sustains or enhances
the geographical character of a placeits
environment, culture, aesthetics, heritage, and
the well-being of its residents.
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How? CAPS Strategic Tourism Toolkit

• Key CAPS/Industry Actions
• Marketing and Promotion
• Workforce Development
• Infrastructure
• Advocacy/Public Policy

Objectives
Dilijan Pilot Project Local Cluster, Support
for Dilijan Tourism Association, Trail
Development, Info Office
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Objectives

• Objective 1 Improve Product development,
  promotion, marketing and research.
• Objective 2 Better quality human resources,
  associations and institutions
• Objective 3 Better Access, Facilities and
  Safety
• Objective 4 Better Business Environment

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From Objectives to Recommended Possible
CAPS/Industry Cooperation and Actions
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Objective 1 Improve Product development,
promotion, marketing and research

• Marketing Research
• Set up Brochure stand/information kiosks at key
  locations
• Improve Web marketing portal and online bookings
• Conduct Airport survey
• Conduct comprehensive Inventory
• Focus on product development
• Assist with development and tour operator
  linkages
• Organize Buyer training (familiarization trips)
• Create Intranet/Extranet for tour operators and
  suppliers

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Objective 1 continued

• Special events
• Use World Tourism Day, September 27th for
  industry advantage
• Business to business events
• Investment promotion
• Establish Tourism Development/Investment Fund
• Create Prospectuses on investment opportunities

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Objective 2 Better quality human resources,
associations and institutions

• Conduct Skills Assessment
• Create Training Strategy
• Organize Training
• Tourism Marketing
• Food safety
• Guides
• Internships
• Tour Operator staff
• Support Association development
• Exchange experiences with international
  associations.

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Objective 3 Better Access, Facilities and
Safety

• Improve Access
• Improved airport facilities
• Rest stops with crafts and cafes
• ATMs in marzes
• Improve Tourism safety measures
• First Aid training and certification

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Objective 4 Better Business Environment

• Improve Association advocacy skills
• Reduce visa requirements and prices
• Increase public budget
• Visa fees, departure tax, VAT, matching funds
• Review tourism laws, decrees, and regulations
• Expand investment and tax incentives

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When?

• Now!
• Cluster Meeting, Tuesday, May 16th
• Task Forces to be formed based on work plan
  developed by CAPS in consultation with Steering
  Committee.
• Friday May 26th for feedback from Steering
  Committee

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Yahoo user group
http//groups.yahoo.com/group/Armenia_Tourism_Clus
ter/
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Questions and Comments