Optimizing The (Digital) Tourism Marketing Strategy of Myanmar 2019-2020

Together with Myanmar stakeholders in the tourism sector, we worked on the Myanmar Tourism Development Project. We delivered a digital marketing plan, a list of improvements for the new website and a short-term marketing plan.

Products

Year

2018 – 2020

Country

Myanmar

Type of activity

  • Branding
  • Capacity building BSO
  • Online marketing
  • Strategy development
  • Training

Year

2018 – 2020

Country

Myanmar

Type of activity

  • Branding
  • Capacity building BSO
  • Online marketing
  • Strategy development
  • Training

The overall aim of the Myanmar Tourism Development Project is to increase employment and export in the Myanmar tourism sector (especially the regions in Myanmar), by increasing the number of tourists that buy sustainable and community-based tourism packages, specifically from the European markets.

The deliverables of this assignment contribute to the intermediate project outcome of increased collaboration between Myanmar stakeholders in the tourism sector. Myanmar stakeholders involved in national digital marketing are the Ministry of Hotels and Tourism (MOHT), Myanmar tourism marketing (MTM), Myanmar tourism federation (MTF), and the Myanmar Union of Tour operator Associations (UMTA).

This project is a parallel project to the NTF4 project implemented by the International Trade Centre (ITC) on Sustainable tourism development in Kayah State and Tanintharyi State in Myanmar and financed by the Dutch government.

Globally Cool as the consultants in this project delivered a practical and hands-on way by offering expertise, advice, and capacity building on the following topics:

 Digital Marketing:

  1. Optimize the paid marketing campaigns online.
  2. Enhance website, website functionalities, and awareness creation among the private sector.
  3. Create more user-generated content based on personas and target markets, as well as short term planning.

Marketing and Promotion:

  1. Short term marketing plan for promotional instruments, support to develop a format for planning in line with the new Master Plan after 2020, and involving relevant departments.

Activities

Globally Cool as the CBI experts are requested to deliver the following result in this first mission a practical plan for optimizing the (Digital) Marketing of the destination Myanmar with a focus on:

    • Paid marketing campaigns online.
    • Enhance website, website functionalities, and awareness creation among the private sector.
    • User-generated content based on personas and target markets, as well as short term planning.
    • Short term marketing plan for promotional instruments.

Results

A) The formulation of a digital marketing improvement/implementation plan for destination Myanmar has been developed, focused on the following topics:
1. Digital Marketing Strategy
2. Website (including the clients group: B2B)
3. Content
4. Promotion
5. Organisation
6. Monitoring and evaluation
7. Budget / Business model
8. Action plan

B) Myanmar’s tourism stakeholders confirmed their agreement on a digital marketing implementation plan.

C) Improvements of / additional input listed for the new website to work on in 2019, including SEO, a user-generated content strategy based on personas and target markets, as well as short term planning were developed and implemented.

D) Short-term marketing plan for promotional instruments has been developed and implemented.

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