This document provides marketing strategy tips for destination managers and project officers in the EDEN network. It recommends focusing marketing efforts on the internet, social media, and stories from travelers, operators, and journalists as these influence most potential travelers' decisions. The biggest source markets for emerging destinations are Germany, the UK, and international travelers, so marketing should focus on these areas.

1. SMART
MARKETING
STRATEGY
TIPS for EDEN destination
managers and EDEN
project officers prepared by
EDEN AISBL
Tips from EDEN Network AISBL

2. Make your homework
1 picture > 1,000 words Craft good stories
Tips from EDEN Network AISBL

3. Invite and make happy tour
operators, bloggers and journalists
They will talk about you
Fam
Trip
Tips from EDEN Network AISBL

4. EDEN travellers are more likely to hear stories
by other travelers, travel operators and
journalists
Old media (news,
radio and tv)
8%
Brochures
11%
Internet,
Travel magazine bloggers,social
articles network
13% 51% Most important
tools to make a
decision about
travel (/holiday)
Travel Agents / Tour plans for
Operators
17%
potential
travelers to
emerging
Eden Network Association ASIBL, 2013 destinations
Tips from EDEN Network AISBL

5. Internet, Internet, Internet
Google, 2011
Tips from EDEN Network AISBL

6. Focus on the biggest markets
Poland Spain
3% 3% Sweden
5%
Denmark
5%
Germany
32% France
5%
Belgium
6%
International
Italy
travellers
7%
potentially
interested in
Netherlands
8% emerging
destinations
UK
26% 100 = 18 million travellers
Eden Network Association ASIBL, 2013
Tips from EDEN Network AISBL