Tourism is a mix of communication and commerce. In other words an information service and the catering industry (in the broadest sense of the word) should work closely together for the benefit of the tourist, their potential customer.
Communication implies that the assets of a region are directed to the right target group effectively using the most appropriate channels. Commerce implies that the catering industry should welcome and please the tourist commercially in the most optimal way in order to satisfy all their needs.
The task of the VVV is limited to communicating effectively and stimulating the catering industry to work out valid offers together with the VVV.
The communication strategy consists of two main parts:
– above the line: advertisements in all media (newspapers, magazines, radio and television, posters etc.). All assets of the offer should be communicated to the target group so that the interested tourist becomes a potential customer. The VVV will indeed have to design a battery of advertisements to be published in the appropriate media at a charge but within budget.
– below the line: attending fairs (attracting potential customers), targeted sponsorship (partly compensated by advertising), PR, stunts, newsflashes etc.). Obviously a perfectly equipped stand should be present at those fairs, including attractive multilingual brochures that highlight the assets of Brakel.
What about commerce?
Commerce implies an interesting range of accommodations, entertainment, special weekends, restaurants etc. Hotels and restaurants should be professionally managed, advertise their special offers attractively and target potential customers through the VVV. This also entails a professional attitude towards hospitality, i.e. provide useful information to the customers as soon as they arrive.
Day trippers may require special attention because they are not only difficult to identify but also spend little, unless they run into an interesting offer on the spot.