Tourist offices react to criticism of online capabilities

Tourist boards have defended themselves against accusations that they are missing out on marketing opportunities on the internet.

The Tourism Authority of Thailand, Dubai Tourism and Commerce Marketing, Malaysian Tourism Board and the Cayman Islands Department of Tourism UK have all been using purpose-built meta-search websites to promote their destinations over the internet for the last 12 months.

Due to the targeted nature of the websites and the informative content on them, all three tourist boards claim to have seen a dramatic increase in the use of their sites by UK consumers planning, researching and booking their holidays.

The tourism boards spoke out following criticism by YouTravel.com sales and marketing director Paul Riches at a travel industry lunch held last week held in conjunction with Travelmole.

He criticised tourist boards for spending large amounts of money on television advertising, even though it is the internet where consumers will often end up making their bookings.

Dave Simmons, chief executive of Global Travel Market, which builds customized meta-search websites for tourist boards, said many tourist boards have very strong websites and online strategies.

He said: “Certainly there aren’t enough tourist boards realising the potential of the internet but there are many others which are.

“Tourist boards with a strong online presence are not only attracting a lot of visitors but more importantly they are attracting consumers who are already looking for information about the destinations.

“By having their own websites specifically built to promote their destinations as holiday hot-spots they can also ensure the consumer is getting the information most likely to make them book a break.”

Cayman Islands department of tourism UK regional manager Don McDougall said: “In addition to our more recent investment in Cayman Islands Travel Market, the Cayman Islands have deployed paid search and web promotional strategies for over six years.

“Today we invest over £250,000 in online media per annum as well as funding a promotional micro site, two further web sites and Fotoseeker.com for our online image library.

“We believe that this track record and commitment clearly demonstrates the value of national tourist boards harnessing the web.”

Ian Scott, regional director of the Dubai Tourism and Commerce Authority said: “The travel industry is undergoing a transformation with an increasing number of consumers opting to book their holidays independently online.

“Dubai Tourism and Commerce Marketing has responded to this shift in behaviour and is working in partnership with Global Travel Market to meet the demands of today’s traveller by creating Dubai Travel Market. 

“This comprehensive one-stop shop for visitors assists in driving bookings to the emirate, educating the consumer about Dubai’s diverse and constantly evolving offering, enabling them to get the most out of their holiday experience.”

by Phil Davies