TOURISM IN BIH: AN ASSESSMENT OF KEY MARKET SEGMENTS (DRAFT) 27 May 2005 This publication was produced for review by the United States Agency for International Development. It was prepared by Emerging Markets Group, Ltd. TOURISM IN BIH: AN ASSESSMENT OF KEY MARKET SEGMENTS (DRAFT) Submitted by: Emerging Markets Group, Ltd. Submitted to: USAID Contract No.: APF - I - 00 - 03 - 00029 - 00, T.O. #800 DISCLAIMER The author’s views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government. TABLE OF CONTENTS INTRODUCTION .............................................................................................................................. III MARKET SEGMENTATION................................................................................................................1 CITY BREAKS .................................................................................................................................1 CULTURAL HERITAGE......................................................................................................................2 RELIGIOUS HERITAGE......................................................................................................................4 SOFT ADVENTURE ..........................................................................................................................4 ECO-TOURISM................................................................................................................................5 MICE ...........................................................................................................................................5 PHOENIX TOURISM..........................................................................................................................6 SPECIAL EVENTS ............................................................................................................................6 CULTURAL TOURISM .......................................................................................................................8 CYPRUS ........................................................................................................................................8 I. Overview...................................................................................................................................................................... 8 II. NICHE Benchmark .................................................................................................................................................. 10 III. Marketing Strategy ............................................................................................................................................... 12 IV. Summary and Assessment.................................................................................................................................... 16 TURKEY ......................................................................................................................................17 I. Overview.................................................................................................................................................................... 17 II. Niche Benchmarking .............................................................................................................................................. 20 III. Marketing Strategy ................................................................................................................................................ 20 CITY BREAKS .................................................................................................................................22 VIENNA .......................................................................................................................................22 I. Overview.................................................................................................................................................................... 22 II. Marketing.................................................................................................................................................................. 24 PRAGUE, CZECH REPUBLIC ............................................................................................................26 I. Overview.................................................................................................................................................................... 26 II. NICHE Benchmark .................................................................................................................................................. 29 III. MARKETING ......................................................................................................................................................... 30 IV. Summary and Assessment.................................................................................................................................... 31 SOFIA - BULGARIA ........................................................................................................................32 I. Overview.................................................................................................................................................................... 32 II. Niche Benchmark (City Breaks).......................................................................................................................... 33 III. Marketing Strategy ................................................................................................................................................ 34 IV. Summary and Assessment.................................................................................................................................... 35 MEETINGS INCENTIVES CONFERENCES/CONVENTIONS AND EXHIBITIONS (MICE) - LAS VEGAS, USA ........35 I. Overview.................................................................................................................................................................... 35 II. Niche Benchmark.................................................................................................................................................... 36 III. Marketing Strategy ................................................................................................................................................ 36 BARCELONA .................................................................................................................................37 Tourism in BiH: An Assessment of Key Market Segments i I. Overview.................................................................................................................................................................... 37 II. Niche Benchmark.................................................................................................................................................... 38 III. Marketing Strategy ................................................................................................................................................ 42 IV. Summary ................................................................................................................................................................. 42 NEPAL ........................................................................................................................................43 I. Overview.................................................................................................................................................................... 43 II. Niche Benchmark.................................................................................................................................................... 44 III. Marketing Strategy ................................................................................................................................................ 44 LEBANON.....................................................................................................................................46 LEBANON.....................................................................................................................................47 I. Overview.................................................................................................................................................................... 47 II. Niche Benchmark.................................................................................................................................................... 48 III. Marketing Strategy ................................................................................................................................................ 49 IV. Summary and Assessment.................................................................................................................................... 54 KEY TAKEAWAYS AND STRATEGIC RECOMMENDATIONS ..........................................................57 GENERAL RECOMMENDATIONS .......................................................................................................57 ECOTOURISM/SOFT ADVENTURE RECOMMENDATIONS ........................................................................59 CULTURAL HISTORICAL RECOMMENDATIONS .....................................................................................60 CITY BREAKS RECOMMENDATIONS ..................................................................................................61