Dfgr

strategic marketing plan canterbury district 2010-11

March 2010

Contents 1 1.1 1.2 1.3 1.4 2 2.2 2.3 3 3.1 3.2 3.3 3.4 3.5 4 4.1 4.2 4.3 4.4 Introduction Tourism marketing mission statement Corporate Objectives Financial objectives Marketing objectives Situational Analysis Macroenvironment Microenvironment Market Analysis England – Market snapshot Market Overview (nationally) Key headline figures for Canterbury 2006 Market Segmentation Competitor Destinations Target markets, objectives and tactical overview Domestic Target Markets European Target Markets Long Haul markets Local Market inc Visiting Friends and Family (VFR)

4.5 Conference and business travel market 4.6 Filming 5 5.1 Tourism Marketing Action Plan Overview of activities

Destination Marketing Plan Canterbury District 2010-11

1 Introduction The Tourism Marketing Plan for the Canterbury District 2010-11 covers the financial year (April 2010 - March 2011) for budgeting purposes. 1.1 Tourism marketing mission statement The Tourism Marketing actions undertaken by Canterbury City Council promote Canterbury, Herne Bay, Whitstable and the surrounding countryside, villages and coastal areas as an attractive holiday destination, thereby assisting local businesses to gain maximum economic benefit from visitors. 1.2 Corporate objectives Destination Marketing helps fulfill the Corporate Plan 2008-2012 aim to promote ‘the attractiveness of Canterbury to visitors and the potential for strengthening tourism across our District and East Kent by raising the number and length of staying trips, based on improved tourism infrastructure and marketing’. In order to facilitate this, our key objectives this year are To introduce and develop the Visit Canterbury partnership scheme for the local industry To increase and maximise the benefits from our external partnership working 1.3 Financial objective The Tourism Unit has a net budget of £63 700 for the financial year 2010/11 to undertake all marketing activity....