The shopping tourism key tool in the marketing of destinations
Shopping tourism is already one of the main motivations of people when choosing a destination for your vacation. Thus becomes one of the main drivers of the transformation of strategies for the promotion of destinations around the world, as they concluded the speakers who participated in the second Conference on this segment, organized by the World Tourism Organization (UNWTO) on the occasion of the latest edition of Fitur Shopping.
This form of entertainment is becoming one of the tools most commonly used in the promotion of destinations. In fact, shopping tourism “is a very important component in the time when tourists choose and prepare a trip”, said Yolanda Perdomo, Director of program members members of the WTO.
JÃ¶rn Gieschen, researcher of Instituto de Empresa (IE) and the Observatory of the market premium of prestige of MasterCard products, noted that “the shopping tourism is closely linked to the urban tourism, which is 58% of the total”.
Explained that “there is an additional concept in shopping tourism: from the experiences of buying in small and local businesses, which, according to our research, are much more attractive for travellers to large global brands”. One of the shared trends is the so-called bleisure, between work and pleasure. “58% of business travellers in addition a day or even a weekend tour of work”, he added.
Maria JosÃ© PÃ©rez, Madrid 7 star, said an initiative involving 300 brands, 80 percent of the Chinese tourists who travel to Madrid located purchases between their main motivations.
Asian travellers constitute one of the groups more fans to the shopping mall. In fact, said the Director of Value Retail, Elena Foguet, your company has closed 2015 with growth of 40% in sales tax-free in the Centre of Las Rozas Village (Madrid) and 32% in La Roca Village (Barcelona) and only “sales to Chinese tourists have led to more than 100% growth”.
Eva Ruiz CendÃ³n, Director of Marketing of MasterCard, said that “despite the fact that, throughout the world, 80% of payments are made in cash, electronic and mobile payments offer excellent business opportunities”.
Michel Durrieu, director of tourism of the Ministry of Foreign Affairs and international development of France, who also participated in the meeting, spoke of sustainability linked to this type of tourism, and highlighted recent innovation ua: certified digital.
Durrieu stated that shopping and cuisine are key criteria for deciding between a destination and another and should, therefore, be included in any strategy. Also, stated that diversity, price and quality, commercial schedules, orientation of customers in stores, the quality of crafts and souvenirs are the key aspects to boost purchases.