A Conversation With Rob Holmes on Sustainable Branding Strategy at PM4SD
Jlag Managing Director Silvia Barbone interviewed Rob Holmes for PM4SD’s latest quarterly newsletter, “Tourism Around EuropE”
GLP Films’ Founder Rob Holmes delivered one of the key Master Classes at the recent Summer School in Armenia "Success in Tourism" that took place October 18-22 in Yerevan, Armenia, an event that encouraged participants to develop the first sustainable branding strategy approach for Armenia. Amidst the activities, he sat down with Silvia Barbone to dive even deeper into the topic.
SB: How would you describe Armenia to travelers and the industry?
RH: Armenia is a relatively undiscovered gem within the global travel industry. From its rich history and culture to burgeoning food, wine and gastronomy scene, to untapped trekking and outdoor adventures, Armenia is the quintessential authentic travel experience that travelers seek today. Armenia is real. It is authentic. It is unspoiled. While tourism in Armenia is still relatively undeveloped, it currently presents a wonderful and rich experience for travelers who cross its borders.
SB: Which, do you think, are the critical tourism assets that the country should preserve, develop, and market? Which are the key targets?
RH: Armenia’s richest tourism assets are its history, culture, food, wine, nature and soft adventure activities. Since the entire tourism product and infrastructure is still in its infancy, Armenia should develop these different assets with a long-term sustainable tourism development management approach to ensure these assets are well developed, managed and maintained, while also avoiding global tourism challenges such as overdevelopment, overtourism, environmental and culture degradation, and more. If developed and managed correctly, these tourism assets will allow Armenia to become a unique and rich tourism experience for generations to come.
SB: Which would be your recommendations to build a tourism promotional strategy and a shared and collective vision to support visible and sustainable growth in Armenia?
RH: First, Armenia should look at its existing tourism assets to clearly outline its identity, positioning, and branding within the broader tourism sector in the Eastern European market. This important work will establish the true identity and branding for Armenia Tourism for years to come. Secondly, a destination's long-term success in today’s highly competitive tourism market depends on its ability to differentiate itself and provide a unique and authentic travel experience. Therefore, Armenia should embrace and celebrate its unique and authentic travel experiences and emphasize the protection of its cultural and natural assets as a core value for the destination and its stakeholders. Thirdly, once Armenia’s destination brand strategy is in place, the ministry should develop a strategic and cost-effective digital content strategy in order to produce the best content to share these experiences and reach high-value travellers on key digital and social channels. One of the most effective and strategic forms of digital content in today’s competitive tourism market is storytelling-based content that will engage and attract high-quality, targeted travellers looking for unique travel experiences. Ultimately, this authentic content (videos, photos or articles) paired with a targeted distribution strategy will attract the right tourists that will spend more money and stay longer in Armenia, while also appreciating, respecting and sharing their rich travel experiences and supporting long-term sustainable tourism growth.
This article originally appeared in Jlag’s “Tourism Around Europe” quarterly newsletter.