ChC, DoER 7.6 ATTRACT A MORE DISCERNING AND HIGHER SPENDING VISITOR Policy priority areas The policy objective To attract high value stayover visitors To identify and target specific groups of visitors that will appreciate the particular To work with the cruise sector advantages of the and who are prepared to pay a premium for a high quality, distinctive To work with the accommodation sector Cayman holiday. To develop the domestic market Action point Priority Responsibility Timescale 1 Initiate the new marketing plan bearing in mind the airlift and product development requirements e.g. enhanced 1 CIDOT, 1 accommodation. 2 Seek to develop niche markets and consider necessary product development issues e.g. wedding and function facilities. 1 CIDOT, PSTA 1-2 3 Prepare a marketing plan for the cruise sector following negotiations with relevant parties. 1 CIDOT, PSTA, 1 ChC 4 Within the stayover market, support the condo sector to review and develop appropriate marketing strategies. 1 CIDOT, PSTA, 1-3 ChC 5 Develop the domestic tourism campaign working with CAL, the media and local operators. 2 CIDOT, 1-3 7.7 RESEARCH AND MONITOR TOURISM MORE EFFECTIVELY Policy priority areas The policy objective To review data requirements, data gathering and analysis procedures To improve the monitoring of tourism in the and research capabilities so that key To develop and broaden market research decisions are founded on sound information and the outcomes measured rationally. To develop a tourism impact model for the Action point Priority Responsibility Timescale
ChC, DoER 7.6 ATTRACT A MORE DISCERNING AND HIGHER SPENDING VISITOR The policy objective To identify and target specific groups of visitors that will appreciate the particular advantages of the and who are prepared to pay a premium for a high quality, distinctive Cayman holiday. Policy priority areas To attract high value stayover visitors To work with the cruise sector To work with the accommodation sector To develop the domestic market Action point Priority Responsibility Timescale 1 Initiate the new marketing plan bearing in mind the airlift and product development requirements e.g. enhanced accommodation. 1 CIDOT, 1 2 Seek to develop niche markets and consider necessary product development issues e.g. wedding and function facilities. 1 CIDOT, PSTA 1-2 3 Prepare a marketing plan for the cruise sector following negotiations with relevant parties. 1 CIDOT, PSTA, ChC 1 4 Within the stayover market, support the condo sector to review and develop appropriate marketing strategies. 1 CIDOT, PSTA, ChC 1-3 5 Develop the domestic tourism campaign working with CAL, the media and local operators. 2 CIDOT, 1-3 7.7 RESEARCH AND MONITOR TOURISM MORE EFFECTIVELY The policy objective To improve the monitoring of tourism in the and research capabilities so that key decisions are founded on sound information and the outcomes measured rationally. Policy priority areas To review data requirements, data gathering and analysis procedures To develop and broaden market research To develop a tourism impact model for the Action point Priority Responsibility Timescale
FINAL-NTMP(2009-13).docx