Tūrisma nozares tendences, aktualitātes un LIAA aktivitātes. Inese Šīrava, LIAA Tūrisma departamenta direktore Ventspils,
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1 Tūrisma nozares tendences, aktualitātes un LIAA aktivitātes Inese Šīrava, LIAA Tūrisma departamenta direktore Ventspils,
2 Īsumā ~ 7 Milj. ārvalstu ceļotāju šķērso Latvijas robežu ~800 Milj. EUR ārvalstu tūristi iztērē Latvijā Source: csb.gov.lv 2
3 Īsumā 2.3 M viesu Latvijas naktsmītnēs 2016.gadā 7,7% 4.42 M nakšņojumu Latvijas naktsmītnēs 2016.gadā 7,5% 1.9 naktis vidējais uzturēšanās ilgums naktsmītnēs 2016.gadā Source: csb.gov.lv 3
4 Viesu skaits Latvijas naktsmītnēs 6 gadu laikā palielinājies par 1 miljonu ,3 M 2,3 M 75% Source: csb.gov.lv 4
5 TOP 8 ārvalstu tūrisma tirgi 2016 Krievija Vācija Lietuva Igaunija Somija UK Norvēģija Zviedrija 65% Source: csb.gov.lv 5
6 Tendences
7 1. Viedokļu līderi
8 2. Gastronomija, mazpazīstamas vietas
9 Ilgtspējība, lokālais 3.unikālais piedāvājums
10 4. Mikropiedzīvojumi
11 5. Robežu, stereotipu nojaukšana
12 LIAA Tūrisma vecināšanas aktivitātes
13 1. Mārketinga kampaņas
14 Kampaņa pasaulē lielākajā klasiskās mūzikas koncertu portālā Bachtrack (marts, 2017) Baltijas tūrisma kampaņa Vācijas presē: sadarbībā ar Studiosus / Marco Polo (Spiegel, Stern, Deutsches Ärzteblatt, Frankfurter Allgemeine Zeitung, Janvāris, 2017) Kampaņas sadarbībā ar aviokompānijām AirBaltic un Norwegian Krievijā, Vācijā, Norvēģijā, Zviedrijā (TBC) 1) Kultūras un nedēļas nogales tūristu segments 2) Biznesa ceļotāji ārpus aktīvās tūrisma sezonas «Nordic Bloggers Experience», starptautisku blogeru grupas vizīte Latvijā (Japāna, Austrija, Somija, Dānija u.c.) un kampaņa digitālajos medijos (Janvāris, 2017) Digitalā mārketinga kampaņa #LatviaRoadTrip sadarbībā ar Nordic TB bloggers no Zviedrijas, Norvēģijas (Maijs) FaceBook kampaņa Krievijā, Weibo kampaņa Ķīnā (TBC) 14
15 2. Digitālie mediji Iedvesmot Informēt Veidot atpazīstamību
16 Iedvesmojošs saturs Lietotājiem draudzīgs dizains Pielāgošana tirgiem
17 Sociālie mediji If You Like Latvia Latvia Likes You EnjoyLatvia Atklāj Latviju no jauna!
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24 Reģionu iepazīšana
25 # instatriplv
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27 Latgales ekspedīcija jeb #instatriplv 2
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29 3. Mediju un TO vizītes
30 4. Nacionālie stendi
31 Tūrisma izstādes (nacionālie stendi) Somija (Matka) Igaunija (Tourest) Lietuva (Adventur) Vācija (ITB Berlin, F.re.e Minhene) Nīderlande (Vakantiebeurs, Utrehta) Darījumu izstādes (IMEX Frankfurte, IBTM Barselona)
32 5. Specializētās tūrisma izstādes
33 Tūrisma izstādes («mazie» stendi) CMT 2017 Štutgarte, Janvāris Abf 2017 Hanovere, Februāris Reisen Hamburg 2017, Februāris Freizeit 2017 Nirnberga, Marts Lapsimessut 2017, Helsinki, Aprīlis Otdih 2017, Baltkrievija, Aprīlis Reise Lust 2017 Brēmene, novembris Touristic & Caravanning 2017 Leipciga, Novembris Senior 2017, Stokholma, Oktobris Terveys 2017, Helsinki, Oktobris
34 6. Darbsemināri, biznesa Digitālā kontakti vide un mediji 1. Iedvesmot Informēt
35 Starptautiskais tūrisma forums «Baltic Connecting 2017» ( Tallinā, vizītes Baltijas valstīs)
36 Gastronomijas tūrisma prezentācijas pasākumi sadarbībā ar Rīgas-Gaujas reģionu: Somija (18.01.) Zviedrija (09.03.) Ungārija (06.04.) Lietuva (20.04.) Igaunija (09.05.) Vācija (TBC)
37 Darbsemināri «Global Pro Workshop» Helsinkos ( ) Mediju kontaktbirža «Destination Breakfast» Helsinkos ( ) Mediju kontaktbirža Berlīnē (Marts, 2017) Baltijas roadshow Berlīnē, Hamburgā, Minhenē (4-6.aprīlis, 2017) Tūrisma seminārs Baltkrievijā ( ) ANTOR Zviedrija Mediju kontaktbirža (Aprīlis, 2017) «ANTOR» workshop and media event (Oslo, Aprīlis, 2017) Kontaktbirža «Meet & Travel 2017» Stokholmā ( ) SMAL/AFTA roadshow 3 Somijas pilsētās (Septembris, 2017) Tūrisma semināri Polijā (TBC) ANTOR Sweden roadshow Malmē un Gēteborgā (TBC, septembris, 2017) Latvijas tūrisma forums Baltkrievijā (novembris, 2017) «Travel News Market», Stokholmā ( ) "European City Breaks Press Event" mediju kontaktbirža Londonā (septembris, 2017)
38 Japāna Koreja Ķīna ASV Baltijas roadshow Osakā, Nagojā, Tokijā un Okinavā (Jūlijā, 2017) Tūrisma izstāde JATA Expo (Septembris, 2017) Mediju un tūroperatoru vizītes (Aprīlis, 2017) Latvijas-Japānas mākslas filmas «Maģiskais kimono» pirmizrādes pasākumi ( Rīga, Japāna) Sociālo mediju aktivitātes Facebook Baltijas Tūrisma seminārs (Seula, ) Tūrisma izstāde KOTFA ( ) Mediju un tūroperatoru vizītes (rudens) Latvijas tūrisma seminārs (rudens) Tūrisma izstādes (COTTM in Beijing, CITM 2017 Travel show, ITB China etc.) World Bridge Tourism kontaktbiržas Šanhajā ( ) un Londonā ( ) Mediju un tūroperatoru vizītes (aprīlis, septembris) Sociālo mediju aktivitātes Weibo Chinese Tourist Welcome apmācības par Ķīnas tūrisma tirgu Sadarbības platformas: China CEEC (16+1), Eiropas Ceļojumu komisijas Ķīnas grupa, ES-Ķīnas Tūrisma gads projekts Latvijas tūrisma galamērķa atpazīstamības kampaņa (TBC) Tūroperatoru vizītes 38
39 7. Darījumu tūrisms
40 Darījumu tūrisms MCE Central & Eastern Europe forums 2017 Rīgā (5.-7.marts, 2017) Darījumu tūrisma izstādes & pasākumi 2017: IMEX Frankfurte, maijs IBTM Barselona, decembris The Meetings show London, jūnijs Convene Lithuania, februāris «Vēstnieku programmas» attīstība veicināt Latvijas kā darījumu tūrisma galamērķa atpazīstamību, iesaistot nozaru profesionāļus, zinātniekus, profesorus, starptautisku uzņēmumu lēmumu pieņēmējus un pasākumu rīkotājus. PR pasākumi, semināri: Prezentācijas Mediju vizītes Publikācijas ārvalstu medijos Iepazīšanās vizītes uz Latviju un pārdošanas vizītes uz ārvalstīm Darījumu tūrisma informācijas datu bāzes attīstība
41 8. Apmācību pasākumi
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43 EDEN konkurss «Tūrisms un kultūra»
44 Piekrastes konference Jūrmalā un Vidzemes piekrastē ( ) Velokonference Kuldīgā (26.05.)
45 KaralisTE! Tūrisma infodiena
46 Paldies! Latvia.travel EnjoyLatvia latviatravel If You Like Latvia Latvia Likes You
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