The Riviera Nayarit redirects its tourism promotion strategy

• The CVB turned around its 2020 tourism promotion agenda, exchanging trips for virtual seminars directed at different segments including travel, meetings, wedding planners, and the general public.

In the last weeks of March 2020, the Riviera Nayarit Convention and Visitors Bureau (CVB) changed its tourism promotion strategy, replacing promotional trips with a large virtual agenda that has trained more than 4 thousand travel agents, meeting and wedding planners, and the general public.

The purpose of the virtual promotion strategy is to maintain communication with all actors in the sector, in addition to reminding them that this tourist destination is active, showcasing its benefits, facilities, and attractions.

 

Virtual strategy

Thus, in April, the Sales and Marketing Office of the CVB began with a schedule of webinars aimed at its main markets, Mexico, the United States, and Canada, as well as emerging markets in Europe and South America. These webinars were focused mainly on travel agents dedicated to the MICE, Wedding, Leisure, etc. segments, and to niche markets such as Golf, Luxury, and Wellness, as well as the general public.

The response was excellent: In the same month there were 19 live transmissions that reached 1,182 travel agents, and meeting and wedding planners, as well as 141 views of the recorded webinars. There was also a joint broadcast with Price Travel with the participation of 210 travel agents.

 

The strategy continued during the month of May, with a total of 34 live transmissions reaching 1,288 travel agents and meeting and wedding planners, as well as 194 views of recorded webinars. In addition, we participated in virtual seminars with partners such as RCI and Price Travel.

During June, there were 26 live transmissions with a reach of 1,188 travel agents and meeting and wedding planners, and 116 views of recorded webinars. We also participated in virtual seminars with partners including Classic Vacations, Virtuoso LATAM, DWS (Destination Wedding Specialist), and the Excel Tours agency franchise.

So far in July, the team has held 27 virtual training sessions reaching 406 travel agents and meeting and wedding planners. In addition, there was participation in virtual seminars with partners including Delta and Mex-Inca, a Coparmex partner agency.

 

Of note is the fact the dialogue between the Riviera Nayarit CVB and the industry has adapted to the different stages of the health emergency. For example, during May, presentations focused on protocols and news about the reactivation of tourism in the destination. Since the second week of July, the dynamic has been adjusted to the needs of the industry by providing very specific details involving local suppliers (hotels, tours, DMC).

Currently, the objective is to organize virtual meetings that may have less reach in terms of calls, but will be more effective, in order for travel agents to have more information about local suppliers and the right tools for selling the destination.

 

Projections for the rest of the year

For the rest of 2020, the Riviera Nayarit CVB will continue with virtual actions to generate networking among hotels, local suppliers, and travel agents; as well as meetings, caravans, and webinars with national and international business partners that will allow for further diversification of the scope and presence with travel agents. There’s also the possibility of promotional caravans (tours) directed at the national road-trip market. Although a smaller scope in the number of travel agents is expected, these events are expected to reach those with the greatest number of sales to the destination.

Likewise, FAM trips will be offered so the best travel agents in the domestic market can experience first-hand the security protocols that have been implemented in the destination and have confidence to offer the Riviera Nayarit to their clients.

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The Riviera Nayarit Convention and Visitors Bureau (CVB) and the Bahía de Banderas Hotel and Motel Association (AHMBB) continue to strengthen the promotion of the destination, helping to position it on the domestic maps with the support of the Government of the State of Nayarit via the Tourism Promotion Trust (Fiprotur).