Case Study 1 - THE CZECH REPUBLIC

 

In 2007 Czech Tourism decided to promote the country as a tourism destination for the
Brazilian market.

 

Initial challenges:
• No direct flights from Brazil
• Little knowledge about the destination either from tourism professionals (tour operators / travel agents) or individual members of the public.
• Prague seemed to be the only city known by journalists
• Weather difficulties – hard winters

 

Our goals:
• To increase the number of passengers from Brazil
• To make the destination desirable for Brazilian tourists
• To make the destination well known in the trade
• To develop other cities and attractions in the country as new destinations for Brazilian tourists
• To increase the number of hotel nights in the country

 

Our strategies:
• Setting up a pool of tour operators
• Developing regular marketing campaigns (including cooperative ones)
• Regular famtrips for tour operators
• Regular training for travel agents
• Developing and producing printed materials in Portuguese
• Presstrips to the Czech Republic
• Regular PR services
• Media support

 

Our results:
The growth of the Czech Cepublic as a destination in Brazil has been consistent over the years. Growth has been on average, between 25% and 30% per year. The smallest number was 15% per year (2009, during the worldwide financial crisis). In 2012 Brazil kept the leadership within Latin American visitors with over 50,000 Brazilian travelers. This represents a growth of 29%, compared to 2011.

 

Case Study 2 - CROATIA

 

An analysis of the country's potential showed up a few difficulties such as:

 

• Not very well known by tour operators/travel agents
• Many different places/areas/destinations to be promoted
• Operational difficulties
• Language concerns
• Poor air links

 

Croatian Tourism made a start in promoting the country for the Brazilian market in 2011.

Only a few actions were taken at that time, such as:

 

• PR and Media Services
• Focused promotions for the trade in São Paulo and Rio
• Training sessions
• Launch of an online training tool

 

The immediate result:
Growth of 51% in just one year, and 22,000 passengers in 2012

Case Study 3 - V4 Central European Countries

 

Group Visegrad Four is composed of Hungary, Poland, Slovakia and The Czech Republic working together as a brand for Central Europe Countries. The main challenges here were as follows:

 

• The need to promote all of the countries - whilst preserving the unique identity of each
• To maximise the benefits of a joint collaboration to increase the visibility of the V4 group

Athos has been developing a strategic plan since 2009. The work consists of:
• One press trip per year
• One fam trip per year
• Training sessions
• Participation in trade fairs
• Road Shows in Brazilian cities

 

As a result, all four countries increased their number of Brazilian visitors (by at least 10%). Hungary and Poland began to give Brazil priority as one of their most important markets and increased their individual activities accordingly.