Source Market Prioritization

To effectively market a destination, tourism boards must prioritize their source markets and tailor their approach to each market. It is a four-step process:

1. Source market prioritization
2. Travelers’ Assessment
It is conducted by looking at the market size of that country, the demographics of those travelers, their purchasing criteria, their product preferences, such as the types of hotels and packages they prefer, and their booking window.

3. The travel trade analysis
It involves examining the leading travel intermediaries that cater to these markets, assessing their product portfolio, determining their purpose focus, assessing the capture rate of competitive destinations, and examining channels such as B2B versus B2C.

4. Plan for the market
We will develop it specifically for the market, incorporating the marketing roadmap and trade partner engagement plan. These two items are within STA’s focus and will thus be outlined.

These assessments should also be considered to formulate destination strategies: product development, supply activation, enablement of human capital, and regulation.