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WTO and ETC in joint effort to help destinations improve evaluation of marketing activities

The World Tourism Organization and the European Travel Commission, in conjunction with the Hungarian National Tourist Office (HNTO), are organizing an international seminar…

The World Tourism Organization and the European Travel Commission, in conjunction with the Hungarian National Tourist Office (HNTO), are organizing an international seminar on Marketing Evaluation Methodologies to be held in Budapest, Hungary, from 23 to 24 September 2004.

The seminar constitutes a unique opportunity to become acquainted with the results of the joint WTO-ETC study, Evaluating NTO Marketing Activities,the first comprehensive guide for NTOs on how to evaluate the effectiveness

of their activities. The practical orientation of the seminar means that participants will learn about specific case studies and take part in workshops that address evaluation needs in different areas such as: press and public relations, advertising campaigns, travel fairs and exhibitions, brochures, Internet campaigns, trade evaluation, and information offices.

The report Evaluating NTO Marketing Activities examines the ways in which tourism destinations and NTOs evaluate the effectiveness of their promotional activities. The study is based on an extensive analysis of the research carried out on the subject, including the results of a survey among NTOs regarding current evaluation practices. The report compares different evaluation methodologies in terms of best practices and includes a guide for the evaluation of the marketing activities of NTOs, which breaks down the process into a series of practical steps.

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