There are certain types of products that may be developed in many destinations:

  • Events calendar: there should be an Events committee in charge of designing an attractive calendar of events, both to cover seasonality gaps and to strengthen the value during the high season, when there is the toughest rivalry among destinations.
  • Theme routes: leveraging both material and immaterial natural or cultural heritage may be achieved by creating theme routes. These may consist of visiting places related to a story or a historical character, or just linking related resources.
  • Shopping streets: streets with a sufficient number of attractive stores could be marketed as shopping streets creating a brand, attracting new ones, and enhancing the stores service competitiveness to guarantee a premium shopping experience.
  • Attraction of DMC to the destination offering special interest experiences that are being developed in other destinations to broaden the product portfolio. Some DMCs know-how may be highly appreciated and even have a market prestige that attracts visitors themselves.
  • Souvenir product line: all destination brands may be leveraged through the creation of a merchandise product line, encompassing typical branded products (t-shirts, caps, etc.) and also genuinely local souvenirs related to the unique destination assets.
  • Destination smart card: specially conceived for city destinations, the smart card encompasses public transport allowance, free entrance to many sites and discounts for many other sites, along with some vouchers for restaurants and other services.

Which other product development programs would you consider?

 

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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