{"id":8246,"date":"2023-07-14T10:43:07","date_gmt":"2023-07-14T07:43:07","guid":{"rendered":"https:\/\/cis.actionprgroup.com\/?p=8246"},"modified":"2023-07-14T10:54:12","modified_gmt":"2023-07-14T07:54:12","slug":"cracking-the-code-proven-marketing-tactics-for-central-asias-travel-market","status":"publish","type":"post","link":"https:\/\/cis.actionprgroup.com\/cracking-the-code-proven-marketing-tactics-for-central-asias-travel-market\/","title":{"rendered":"cracking the code: proven marketing tactics for Central Asia\u2019s travel market"},"content":{"rendered":"\n
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Promoting destinations and products in Central Asia\u2019s travel market can be a challenging task due to the inefficiency of traditional PR instruments in the region. With the majority of media being general interest or newswire, lifestyle titles working mostly on a paid basis, a limited number of B2B travel media, and only a handful of B2C specialised titles, promoting travel products with traditional PR can be a real test for even the most seasoned PR specialist. To engage Central Asian audiences and generate interest and demand, local knowledge and cultural understanding are imperative. Face-to-face gatherings and social events, for example, are highly valued in Central Asian culture and thus hosting such events can generate a significant impact. In addition to traditional trade marketing efforts, it is important to leverage the popularity of online travel agencies (OTA) and aggregators in the region. These platforms are widely utilised for purchasing air tickets, with about 90% of buyers using them for this purpose. Integrating travel destinations or hotels into the digital campaigns of OTAs can be an effective way to reach the target audience and generate interest. OTAs often have their own content pages with contributors and in-house travel editors, which serve as media channels in the absence of travel niche media in the region. Partnering with OTAs can provide additional visibility and promotion opportunities for destinations and hotels.<\/strong><\/p>\n\n\n\n
Drawing on the experience of Action Global Communication\u2019s regional Central Asia & CIS<\/a> team with leading travel brands and tourism organisations, here we look into the most effective tactics that can win over audiences and drive high ROI.<\/strong><\/p>\n\n\n\n
<\/em>Having represented Dubai Department of Economy and Tourism<\/a> in the CIS for over five years now, every year Action arranges roadshows across the region which are then followed by elegant gala dinners with entertainment in the main cities of Kazakhstan and Uzbekistan. Organising such gatherings provides an opportunity to meet with key experts in the travel industry who represent leading tour operators and agencies. These face-to-face meetings also serve as the perfect platforms for updates on the destination and its hotel offerings, as well as current promotional campaigns. They also encourage participants to explore new avenues of cooperation and foster relationships with industry stakeholders.
In fact, building strong partnerships with the sales force of travel agencies is crucial for effective destination and hotel promotional campaigns in Central Asia. Roadshows, gala dinners, business breakfasts, and regular face-to-face meetings are common formats of trade marketing used in the region because they align with the culture of big gatherings being an important part of the local lifestyle.<\/p>\n\n\n\nunderstanding local nuances in Central Asia<\/h2>\n\n\n\n