Tourism Review Online Magazine - 7/2010 by Tourism Review Digital Network

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Dear readers, July is here as well as yet another TR magazine for tourism professionals and tireless globetrotters. For those thinking how to promote their travel business or destination in a more effective way there is the Professional supplement focusing on internet marketing in tourism. Get updated on the latest trends regarding especially the use of social networks for marketing. If you have suffered from some medical difficulties you might have been thinking about going abroad to get the treatment. Open the Medical part and get familiar with the advantages and outlooks of medical tourism. Now, if you simply can’t wait for the summer break and need some inspiration for your next holiday perhaps Peru is the best option for you. Delve into the Incan culture in the Destination supplement. Maybe you just want to do something special this summer – what about taking some helicopter lessons or going for a heli tour? There are hundreds of opportunities out there – read the Transport part. However if you are thirsty perhaps some kind of an exciting drink tour is just the best idea for you. Follow the path of Canadian cider making, beer in Toronto, Indian wine industry, or Jamaican rum – open the Heritage part and enjoy our magazine. Milada Sovadinova Editor

CONTENTS H E R I TAG E

TRANSPORT Heli ServiceS on DemanD

Drink Tours – Following Your TasTe BuDs Italian wine, Jamaican rum or Canadian cider – besides fabulous moments that you might expect tasting one of the many flavors of these drinks there is one more thing you can do to call yourself a true fan of any of these beverages. Travel the world and go for a wine tour, follow a beer trail, or visit local distilleries.

CONTENTS

J U LY– AU G U S T, 2 0 1 0 Helicopter tours are a popular attraction in many parts of the world. You can fly over Grand Canyon, Alaska, big cities – and enjoy the views that are otherwise impossible to see. Let us invite you to an Tahitian island, Jurassic Falls on Kauai, or Abu Dhabi.

HERITAGE: Drink Tours – Following Your Taste Buds................................................... 4

TRANSPORT: Heli Services on Demand................ 39

Wine Tourism in India – A Potential to Be Uncorked............................................ 5 Cider Makes a Comeback on Vancouver Island.......................................................... 7 Toronto – The New Beer Capitol of Canada!............................................................ 9 The Appleton Estate: Home of the Finest Rum in the World Since 1749. ........ 11 Authentic Italian Wine Experiences......................................................................... 13

Get the Helicopter Ride of Your Life........................................................................ 40 Jurassic Falls Waterfall Landing with Island Helicopters on Kauai................... 41 Helicopter Tours Introduced to Visitors of Abu Dhabi................................... 43 Fly High & Take Helicopter Lessons on Your Holiday in Wales........................ 44 Helicopter Flights to Tupai for Japanese Newlyweds. ...................................... 45

Professional

D e s t i nat i o n Peru: Live the Legend

Internet MarketIng Update

Internet marketing is quite essential for many – if not most – industries in the 21st century, including tourism. Check the latest trends in the field, learn several smart tips, and find out why social networks are an absolute must for your business.

Peru – the country with rich and long history with strong and resilient people – is definitely on the top 10 list of countries to visit for many globetrotters. How is the local tourism affected by the recent rains? Is the outlook positive or rather gloomy?

Professional: Internet Marketing Update........... 15

Destination: Peru: Live the Legend........................ 47

Marketing Tourism – Content Still Rules. ............................................................. 16 Why Use Social Media for Tourism and Hospitality Marketing?................... 20 5 Tips for Marketing Your Tourism Business Online............................................ 23 Online Tourism Marketing: Now the Road Most Travelled............................. 25 Integrated Online Marketing – Monitor, Aggregate & Share. ....................... 27

Hiking the Inca Trail to Machu Picchu.................................................................. 48 What Next for Travel and Tourism in Peru?.......................................................... 50 Discover the Best Coffee in Peru: Travel to the Central Jungle. ................. 52 Arequipa: The City of the Volcanoes........................................................................ 54

MEDICAL

FAIRS & EXHIBITIONS

Vacation & Medical RecoVeRy

T R AV E L / T O U R I S M I N J U LY- A U G U S T 2 0 1 0 B Y R E G I O N S

A lot has been already said about medical tourism – surgeries and medical treatment might be much cheaper and more easily accessible abroad than in the developed countries. Still, check the basic differences between the Canadian and European healthcare systems, learn what travel medicine is and let us lure you to consider a medical trip to Thailand or India.

MEDICAL: Vacation & Medical Recovery.... 30

Fairs & Exhibitions: Travel/Tourism in JULY–AUGUST 2010 by regions....................................... 56

Thailand Takes Center Stage in the World of Global Healthcare. ............. 31 Medical Travel, Travel Medicine: What’s the Difference?................................ 33 European Health Care Bests Canada........................................................................ 35 Indian Medical Tourism Facilities Attract Patients with Low Prices......... 37

Western Europe. ............................................................................................................... 57 Africa/MIDDLE EAST...................................................................................................... 58 North America.................................................................................................................. 59 Asia & Pacific...................................................................................................................... 60

H E R I TAG E

Drink Tours â&#x20AC;&#x201C; Following Your Taste Buds Italian wine, Jamaican rum or Canadian cider â&#x20AC;&#x201C; besides fabulous moments that you might expect tasting one of the many flavors of these drinks there is one more thing you can do to call yourself a true fan of any of these beverages. Travel the world and go for a wine tour, follow a beer trail, or visit local distilleries.

H eritage : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s

Wine Tourism in India – A Potential to Be Uncorked W

ine tourism involves tasting, consumption or purchase of wine, visits to wineries and vineyards, organized wine tours, wine festivals and other special wine-related events. Although relatively new, it is gaining popularity by competing with other beverages and tourism themes. Apart from the mystical element attached to wines, its salubrious effect (with low alcohol content) on youthful looks and a sound heart cannot be ruled out. The sheer variety of grapes, their location, farming methods, ageing, corking, fermentation, etc., have combined to lend wines their unique taste and appeal vis-à-vis the traditional hard liquors. And, this is exactly what the knowledge thirsty wine lover, corporate and hospitality professional is out to discover. Many wine regions having perfected the art of superior wine making are extensively marketing wine tourism for monetary gains. Although the Old World producers as Spain, Hungary, Portugal, Italy, France and Germany have been the forerunners, the New World wine regions of Australia, Argentina, USA and South Africa are equally poised. Several wine companies have proactively transformed wineries with inns/hotels for wine lovers to spend time in the scenic vineyards while learning about swirl, sniff and sip. The successful blend of wine and travel has opened wine regions to global tourists and in turn improved the overall lifestyle, support services and economic growth of the residents. Ju ly- Au g ust , 2 0 1 0

Although India is experimenting with wines, the Government’s proactive steps are aiming to catch up with the global leads. Wine making in India is age-old with references in the Vedas to ‘soma’ – an intoxicating beverage. European travellers to the Mughal court praised wines from the royal vineyards of Hyderabad, Kashmir and Surat.

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To enhance the image of India as a world class wine haven no stones are been left unturned. More fertile lands are being added to the 50,000 hectares already under cultivation. With a production of 10 million litres annually from 30,000 hectares, Maharashtra leads among the States followed by Karnataka producing 1.8 million litres on 12,000 hectares. Nashik, Pune and Sangli (Maharashtra)

H eritage : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s and Bangalore, Chikkaballapur, Bagalkot Belgaum, Bijapur and the Nandi Hills Region (NHR), Karnataka are some of the foremost wine manufacturing and exporting destinations. The Maharashtra Tourism Development Corporation and State Government are extensively promoting wine tourism in the Sahyadri Valley. Here Nashik or India’s 'Napa Valley' is the principal hub with the maximum wineries and most popular vineyards. The Sula Vineyards outshines with premium brands of award-winning whites, reds, roses and dessert wines served in some of the finest bars and restaurants at home and aboard in Europe and USA. Here, one can savour some of the finest selection of in-house wines available cheaper than retail prices in the restaurant and tasting rooms. The Chateau Indage winery in Narayangaon, Pune has purchased rootstocks of Chardonnay, Ugni Blanc, Cabernet Sauvignon and Pinot Noir

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from France. In its well stocked bar one can taste myriad wines and also visit the wine shop and restaurant. Here, a conducted vineyard tour on weekends (1.5 hours) with a knowledgeable winemaker uncovers the mysteries of wine making from the grape to the bottle. The Tiger Hills Wine Resort on the Mumbai-Nashik Highway has a spa offering unique vino therapies with champagne showers and baths using grape seed oils and extracts. In Karnataka, Bangalore with a sizable young population, IT professionals and foreigners with good spending capacity is being focused as the hub in the Government’s tourism Master Plan. Introduction of the wine policy is likely to expand cultivation and promote new independent brands. Grover Wines Company in the NHR grows Bangalore-Blue grapes on a 250-acre plot at Doddaballapur. It offers extensive wine trails and visits to the winery’s barrel room where exports of quality wines are stored. Despite the growing awareness and love for wine, India is still far from being a wine-drinking country. With 6 million bottles sold annually, its annual consumption is .006 bottles a head against the world average of 5. India currently imports 72,000 wine cases annually – a mere 4.5 ml per capita consumption as against 375 ml in China. India is not yet member of the Office of International de la Vigne et du Vin, France. As the Indian tourist graduates to 'themed tourism', the wine tourism baby is likely to grow quicker. Indian wines will have to prove their quality, sustain and not just sit on exotic value. Offering technical assistance to the farmers, easy license and tax concessions to investors is likely to increase consumption and exports. The vineyards/wineries will need to develop innovative deals and competitive packages for the tourists.

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When passed onto tour operators, it can reduce the gap between the vineyards and wine lovers and benefit the grape cultivators with remunerative prices from the wineries. Services of knowledgeable managers, organized wine tours, quality wine tasting rooms, accommodation, catering and transportation facilities can make a big difference. The Agro Processing Ministry intends to establish a Wine Board and a Wine Research Institute in Karnataka or Maharashtra to promote production, consumption and marketing of wine, educate farmers in growing export-quality grapes and develop technology for quality wines. The need to offer Eoenology as a discipline in the universities for students and hospitality professionals has been realized. Many luxury wine resorts, spas and gourmet restaurants are planned in Maharashtra, Karnataka, Andhra and Himachal Pradesh. Wine festivals and conferences are gaining popularity among wine connoisseurs. The international customer of today – at home or abroad, is much more knowledgeable and discerning about wine drinking. Indians today do not just ask for red/white wines but for newer brands being armed with greater disposable incomes and a new outlook from being better traveled and exposed to international cuisine and trends. In a decade, India's wine industry will grow to produce 60 million bottles annually, i.e. a ten-fold increase. So far, the mood and performance has been upbeat and poised for success. Thus, one can definitely raise a toast to the future of India’s wine tourism. Cheers! By Dr. Ilika Chakravarty Academy of Business Management, Tourism and Research, Bangalore, India 27, Hazeltree Croft, Acocks Green, Birmingham, B27 7XS, U.K., ilika_c@yahoo.com

H eritage : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s

Cider Makes a Comeback on Vancouver Island Kings & Spies, Rumrunner, Scrumpy, Somerset and Cidre Normandie are surely colourful but unfamiliar names on the winery exploration circuit that is now a popular tourism option on Vancouver Island. That's because they can only be found among the varieties of alcoholic cider currently being made and marketed at two traditional cideries within easy driving distance of British Columbia's capital city, Victoria (Tourismvictoria.com). "Cider culture comes largely from Britain and France," explains co-owner of Sea Cider Farm & Ciderhouse, Kristen Jordan, "crossing to Canada's west coast with European settlers in the mid-1800s. Cider apple orchards were among the first fruits to be planted here, with cider considered to be 'safer than water'. It remained the favoured drink until the time of Prohibition in the 1920s when production of all alcoholic drinks became illegal for a decade or more." During Prohibition, extensive cider apple orchards were cut down since those varieties were not good for eating and, once the alcohol ban was lifted, the taste for cider had shifted to beer and wine. Today, with new cider apple orchards now in production and a demand for traditional drinks growing, microcideries in Canada's westernmost province are making a comeback with an emphasis on organic artisan cider and creative blending of dozens of Old World apple varieties. A few hours learning about a farm and cidery's production facilities together with an educational tasting session provide a unique alternative for those who might otherwise consider a winery tour and tasting. Ju ly- Au g ust , 2 0 1 0

Merridale Ciderworks co-owner, Janet Docherty, serves a sample of traditional English Scrumpy at the popular stand-up tasting bar. © Alison Gardner

self-guided farm and cidery tours, a farm store and bakery, and a newly unveiled "country-style" spa, both locals and visitors treat Merridale as a destination. It is a relaxing meeting place equally attractive to young couples, families and retirees. British master chef, Dave Woolfall, and French baker, Alain Boisseau, preside over an ever-changing bistro menu, reflecting foods of the season and as many local, fresh recipes as possible. I can't get enough of Dave's pheasant pistachio turine served with Alain's brick oven country bread! For those wanting to try a little of everything in a cosy sit-down setting, a sampler — known as a "cider flight" – of six different award-winning ciders (CAD$8) plus a pairing platter of rich cheeses, uniquely-flavoured house-cooked meats, fish, chutneys, and dips ($15 per person, $25 for two), will wile away a couple of hours in a peaceful natural setting any season of the year.

Merridale Ciderworks Driving

Sea Cider Farm & Ciderhouse

45 minutes north of Victoria over a scenic mountain, sea and island-dotted highway route, visitors arrive at Merridale Ciderworks (Merridalecider.com) purchased in 2000 by former lawyer, Rick Pipes, and commerce administrator, Janet Docherty. Complementing Rick's keen interest in fermentation and distillation, Janet's career expertise in management and marketing has transformed Merridale into an agri-tourism success story. Featuring a highlypraised bistro menu of local and organic menu items, an always-busy cider tasting bar, informative

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Taking the "cider flight" concept to even loftier elevations, Sea Cider Farm & Ciderhouse, (Seacider.ca) just 30 minutes' drive from downtown Victoria, mixes and matches dozens of traditional apple varieties into different signature ciders. For cider makers, Bruce and Kristen Jordan, maintaining artistic control is as important as observing national organic standards in all they produce. Turning their passion for organic farming, cider making and cider drinking into a family business, they planted a diversified orchard and built a micro-cidery and

H eritage : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s

At Sea Cider Farm, a “long” flight for cider tasting and a platter of locally-grown and prepared foods offer a unique experience for travellers. © Alison Gardner

On Vancouver Island, alcoholic cider farm tours and tastings are a creative drinks tour alternative to winery visits. © Sea Cider Farm

tasting room with sweeping views of Canada's Gulf Islands, the American San Juan Islands beyond, and a classic snow-covered volcano gracing the U.S. shore. Some ciders, aged from two months to two years depending on the variety, get their distinctive flavour from recycled rum – or bourbon-soaked wooden barrels, others are blended with fermented honey. Still others hold strictly to their traditional European roots dating back to the Middle Ages. Ranging from 7% to 16% in alcohol content, most of the Jordans' ciders sell out each season right from the farm gate. Half the clientele comes from out of town, says Kristen, with guests usually choosing either a "short flight" ($7 for 3 generous samples) or a "long flight" ($16 for 9 generous samples) together with a tast-

ing platter of locally-made sausages, wild salmon, cheeses and seasonal preserves ($15 for two). Well-informed Sea Cider staff provides educational tips, describing each cider sample and recommending what savoury or sweet treat to pair with it from the attractively-presented platter. The perfect tasting with the perfect view!

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By Alison Gardner Editor/journalist, Alison Gardner, is a global expert on nature-based vacations and cultural/educational travel. Her Travel with a Challenge web magazine, is a recognized source of new and established operators, accommodations and richly-illustrated feature articles covering all types of senior-friendly alternative travel. http://www.travelwithachallenge.com

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H eritage : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s

Toronto – The New Beer Capitol of Canada!

Any

visitor to Toronto will easily stumble upon the world-class tourist attractions – the CN Tower, The Royal Ontario Museum, The Art Gallery of Ontario. But few travelers realize that Toronto is fast emerging as the beer capitol of Canada. Home to over 7 breweries, Toronto offers

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the beer voyageur a wide selection of independent 'craft-breweries' to explore. Producing an impressive range of beer styles, these breweries all promote a tourist-friendly 'open-door' policy which affords a wonderful tasting opportunity for the beerloving visitor to Toronto. Enter the Beer Lovers' Tour Company. Founded in 1998, The Beer Lovers' Tour Company specializes in unique cultural beer adventures for the discriminating traveler. Originally hosting tours of Europe, England Ireland and Wales, founder Oliver Dawson soon directed attention to his home town, Toronto. By 2000 Toronto was showing signs of becoming a new 'Beer Mecca''. And so, The Old Toronto Beer Tour package was created, designed to capture the exciting renaissance of local brewing. What makes the Old Toronto Beer Tour so unique however is the blending of modern small brewery visits with stories and architectural evidence that bring to life Toronto brewing history from the 19th century – a time when Toronto was a major North American brewing powerhouse rivaling famous American beer cities like Milwaukee and St. Louis. The Old Toronto Beer Tour starts with a light lunch at the Steam Whistle Brewery, famous for its' premium European-style Pilsner. Located in the historic John Street Roundhouse – next to the CN Tower – Steam Whistle shares the heritage building with an outstanding new railway museum. An entertaining VIP brewery tour takes guests through the entire facility educating them on the process of

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brewing and the history of the pilsner style. Purists will be impressed with Steam Whistle's adherence to ancient European brewing laws and the remarkable similarity of Steam Whistle Pilsner to the delicious lagers from the Czech Republic. No wonder, as their Master Brewer is in fact originally from the city of Pilsen. Boarding the bus, guests are driven to the Amsterdam Brewery, on the way exploring the old Canada Malting ruins and the recently inaugurated Ireland Park. This dramatic lakeside sculpture park honors the thousands of Irish immigrants who perished on their way to Canada to start a new life. Irish contribution to 19th century brewing in Toronto and their defining influence on early Canadian culture cannot be underestimated. Amsterdam Brewery presents guests with the chance to try a wide variety of beer styles and deepen their understanding of the wonderful world of beer. Brewing all-natural lagers and ales, Amsterdam prides itself on the diversity of fresh beers on offer – from an English-style Nut Brown Ale to an Irish Two-Fisted Stout to the spectacular Framboise, made with real raspberries from British Columbia. Then it is across town for a brief stop at the recently opened Duggan's Brewery. Founded by one of Canada's most talented craft brewers, Duggan's Brewery is as close to a genuine 'Hausbrauerei' as you are likely to find outside of Germany. After a brief visit, it is off to the historic neighborhood, Corktown. Once home to over six breweries

H eritage : D r ink Tour s â&#x20AC;&#x201C; Fol l ow ing Your Ta ste Bu d s

in the 19th century, it is one of the oldest residential-industrial districts in Toronto. Between a short stop at a historic tavern and a walking tour of the neighborhood, visitors are discovering secret corners of historic Toronto they would otherwise never know to visit. The jewel in the crown of Corktown is the recently restored Gooderham and Worts Distillery District. Home to the Mill Street Brewery, the Distillery District is Toronto's newest tourist destination. Once the largest distillery in the British Empire, this veritable 'city within a city' represents the finest example of Victorian industrial architecture in North America. A tasting at the Mill Street Brewery demonstrates their commitment to quality and a wide range of taste experiences. Mill Street's Coffee Porter and the robust Tankhouse Ale will delight the senses of the most jaded beer connoisseur. After exploring the galleries and specialty shops, guests board the bus again heading to the final

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destination, the Granite Brewery, where a 'beer dinner' is served. Operating one of Canada's smallest breweries, the Granite brewers pride themselves on their authentically British brewing philosophy. Naturally carbonated 'real ales' distinguish the Granite as the premier destination for the diehard ale drinker. A satisfying dinner, each course accompanied by the appropriate beer style rounds out the day. There are many things to experience and enjoy in Toronto, museums, theatre, restaurants, sports events. But for the beer lover, whether visiting Toronto for the first time or living here already, a beer adventure in Canada's new beer capitol is on tap and ready to be served. Celebrate the renaissance! Cheers! By Oliver Dawson http://www.beerloverstour.com

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H eritage : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s

The Appleton Estate: Home of the Finest Rum in the World Since 1749

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ocated in the picturesque Nassau Valley in St. Elizabeth, Jamaica, the Appleton Estate is the oldest sugar estate and distillery in Jamaica in continuous operation. All Appleton Estate Jamaica Rums are produced exclusively on this estate following time-honoured traditions that have been passed down from generation to generation since 1749. The Appleton Estate Rum Tour takes you on a journey through the history of rum making in Jamaica and gives you an inside look at how the folks at Appleton Estate make “the finest rum in the world”. On arriving at the Rum Tour’s beautiful Visitor Centre you can enjoy a glass of their delicious signature rum punch before setting out on your journey of discovery. The tour begins with a viewing of the Appleton Estate Jamaica Rum video and then your courteous and knowledgeable guide will take you through the tour to see firsthand how it all is done. At the first stop the tour’s much loved mascot, “Paz” the donkey, powers the mill and demonstrates how the sugar cane was ground on the estate hundreds of years ago. The equipment that the Estate now employs in its sugar factory is among the most modern in the industry but it is fascinating to see how it used to be done back in the days. After the visit with Paz your tour guide will take you through the beautiful and lush gardens where you will have a chance to view numerous artifacts that tell the story of the evolution of rum making in Jamaica. Among the artifacts are a set of three “coppers” which were used in tandem to boil and convert the sugar cane juice into sugar back in 1700’s. The next stop is the distillery where you have a chance to view the Estate’s huge copper pot stills. These pot stills are unique to the Appleton Estate and the rums that are made on these stills impart

H eritage : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s

to Appleton Estate Jamaica Rum their distinctive character and are at the heart of every drink of Appleton Estate Rum that is enjoyed around the world today. You will then have the chance to visit one of Appleton Estate’s warehouses where the rum rests in oak barrels until it ages to maturity. The Company has over 250,000 barrels of rum ageing in warehouses across Jamaica. After visiting the ageing warehouse, you will have a chance to grind some sugar cane and taste the sweet sugar cane juice as well as taste wet sugar which is sugar cane juice that is boiled to the point where the sugar in the mixture begins to crystallize and you have a combination of sugar and molasses together. After the tour you can sample Appleton Estate Jamaica Rums and enjoy a cocktail in the well stocked bar and if you book ahead of time, you can also enjoy a delicious Jamaican home cooked meal. The Appleton Estate Rum Tour also has a wellstocked gift shop that sells the range of Appleton

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Estate Jamaica Rums as well as a variety of Appleton souvenirs. The Appleton Estate Jamaica Rum range is Jamaica’s leading premium rum and includes Appleton Estate V/X Jamaica Rum; Appleton Estate Reserve Jamaica Rum; Appleton Estate Extra 12 Year Old Jamaica Rum; Appleton Estate Master Blenders’ Legacy, Appleton Estate 21 Year Old Jamaica Rum and the Limited Edition Appleton Estate 30 Year Old Jamaica Rum. Visitors to the Appleton Estate also have the opportunity to purchase the Appleton Estate Exclusive Estate Edition Jamaica Rum, which is sold exclusively at the Estate. Appleton Estate Exclusive is a luxurious blend of rums that are aged a minimum of 18 years. These fine rums reflect the elements of terroir that are exclusive to the Appleton Estate as well as the Estate’s unique rum making process. By Catherine McDonald http://www.appletonrumtour.com

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H eritage : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s

Authentic Italian Wine Experiences

you have ever stood in a supermarket aisle trying to decide which Italian wine to buy, you probably slowly scanned the aisle looking for something, ANYTHING to catch your eye. In the end, you might have chosen a bottle because it was the same one you bought the week before, or you liked the bird on the label, or you think you remember seeing Chianti on the wine list at your favorite restaurant. If you have ever asked yourself if there is a better way to build your Italian wine knowledge, there is!

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To begin to develop knowledge about Italian wine, the best way is to join the growing number of people taking gourmet vacations based on discovering the wine and food of the different regions of Italy. Enogastronomic tourism is a delicious, fun way to taste, smell and experience regional foods and wines while getting out into the countryside, meeting the producers of the products and making a connection to the land.

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Once you taste a ripe grape picked off the vine the name Sangiovese will stick in your mind. Once you see the oak barrels in the dark, quiet aging cellar and learn about the DOC and DOCG wine labels will begin to take on a different significance. Once you swirl a glass of Brunello at the table in a 1000 year old castle on a rolling hillside estate in Montalcino you won't forget the name of the wine again. Italian tour companies such as Le Baccanti Tours specialize in food and wine related tours and activities all over Italy. From cooking classes in Florence to walking wine Baccari tours in Venice, to a day of wine tasting in the Barolo, Chianti Classico, Amarone, Brunello, Sagrantino, Prosecco or any other wine region from the slopes of the Alps in the North to the slopes of Mt. Etna in the South. They take you on private, intimate tours with wine and food experts to discover real places and producers of authentic products far from the bus loads and souvenir shops of mass tourism. They also offer wine evenings for groups from business executives to family reunions, to learn the basics of Italian wine with a fun and knowledgeable wine expert in a relaxed and unpretentious environment. Provident Travel is a Cincinnati Ohio based tour agency that specializes in worldwide travel but that is happy to create custom travel packages to Italy. From weekends in Florence to two week vacations touring all of Italy, Provident Travel is happy to meet your travel needs and help you experience “true” Italy. Start learning more about Italian wines right at home with Italian Wine Merchant. Italian Wine Merchants has a very complete website that transports you to Italy through stories and details on all their Italian wines available for purchase directly from their website. Their extensive website lists wine events in both the US and in Italy, Italian wine trav-

H e r i tag e : D r ink Tour s – Fol l ow ing Your Ta ste Bu d s el planning, wine collection management and much more. What better way to experience the Italian countryside than to rent a private villa and stay in the heart of your Italian wine region of choice. Companies such as Luxury Retreats have a choice selection of fantastic villas to rent all over Italy to help you fully experience the countryside on your next vacation to Italy. One recent initiative is Italy at Your Table where instead of having the guest fly to Italy, the Italy at Your Table team crosses the ocean and makes appearances in the USA (with more countries planned for 2011). The events feature hand selected wine and gourmet food producers. Wine experts and chefs go to the USA to educate and entertain while introducing people to genuine Italian products of high quality. The stars of the table are Barolo, Brunello, Vernaccia, Parmiggiano Reggiano cheese, Balsamic vinegar among many others. By Carrie Curtis http://www.lebaccanti.com

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P rofe s s iona l Internet Marketing Update

Internet marketing is quite essential for many â&#x20AC;&#x201C; if not most â&#x20AC;&#x201C; industries in the 21st century, including tourism. Check the latest trends in the field, learn several smart tips, and find out why social networks are an absolute must for your business.

P rofessional : Inte r ne t Mar ke t ing Up d ate

Marketing Tourism – Content Still Rules

this fast pace modern Internet world, companies are fighting with Internet marketing weapons to appear first, and in the process, can quite often tarnish their own reputation. MKG Hospitality’s Michael Komodromou looks at the importance of proper Internet marketing in travel and tourism, changes over the last year and what should be the next major trends within the industry. There is no doubt; the Internet has changed travel and tourism forever. It was one of the first Ju ly- Au g ust , 2 0 1 0

industries to be transformed by the Internet, and as a channel of distribution, has become one of the most successful. From researching travel options, comparing products and prices, reading reviews, sifting through portals to purchasing. Consumer or business-to-business, all are increasingly relying on the Internet. As to be expected, such a success rate encourages greater competition. These days, having a website is not good enough. Everyone is already

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trying to sell something online – product, service, advice; information overload. The Internet is flooded with websites, and new entries on a daily basis. Hence the increasing value of Internet marketing. Try and get a good understanding of what your clients search for when looking for your product. Then adapt your internet marketing to revolve around this, consistent with an overall business philosophy, brand and concept. The key to driving success will always be the website’s content. Quality content that will stimulate the marketing AIDA model (Attention, Interest, Desire, Action), and trigger real activity and real hits, as opposed to just being ignored. Your content should drive interaction and what I like to call internetxuality, i.e. other sites (and other media) utilising your content and sourcing your website. At MKG Hospitality, this is one of our most powerful online abilities. We have access to Europe’s largest hotel database, HotelCompSet, with hotel supply and rankings, as well as key performance indicators such as Occupancy Rate, Average Daily Rate and RevPAR. With such information we are able to monitor and benchmark market trends, and via press work and online networks, release observations and newsworthy information, including text, graphs, tables and statistics. This then gets picked up and released to other third party websites, as well as other media. Thus our messages, and of course our brand gains added credible exposure. Many suggest that if your website is not search engine optimised it is just like having a phone number but not being listed in the phone book. Very true. Your website and brand must be easily located. Internet presence is crucial, otherwise no traffic equates to no sales, no results. But what is always neglected is the actual value of your presence. In other words, a certain standard and quality. Keep it professional, and avoid clogging, spamming and

P rofessional : Inte r ne t Mar ke t ing Up d ate faking – information that is annoying can easily do more harm than good. This also of course applies to e-mail marketing, where spam is more associated.

Online Social Coherence Internet marketing has expanded to a multilevel campaign, following the now ‘standard’ organic Search Engine Optimisation (SEO) procedures of written content, keywords, titles, descriptions, meta tag and links, as well as search engine marketing (SEM) – the practice of buying paid search listings – such as pay per click, paid placement, contextual advertising and paid inclusions. Over the last year we have seen the boom of interactive-type web 2.0 marketing, including wiki pages, social networking sites, review websites, blogs, forums, XML/RSS feeds and universal content, i.e. images, video, podcasts and maps. Popular sites that spring to mind include the likes of Wikipedia and Wikitravel, Facebook, TripAdvisor, Twitter, Flickr and Youtube. Again, more and more are now using these, so in reality how will you stand out and be unique? More to the point, are these a waste of time? In a busy environment, what resources do you allocate for such social marketing techniques. Well, leading companies now have specific positions that focus on these tools (together with Internet Marketers and SEO specialists), whilst new expert social website consulting firms have emerged. Certainly, affiliation to these sites is excellent for generating exposure and primarily for linking back to your own website – SEO purposes. Many are also a point-of-research that prompt a booking, particularly the likes of TripAdvisor. However, these tools are constantly being abused. All too often travel companies write their own reviews on Facebook, hotels on TriJu ly- Au g ust , 2 0 1 0

pAdvisor. What’s worse, they write negative reviews on their competitor’s page, which then of course gets instantly rebutted – web war games. Credibility is diminished as consumers become entrapped in this somewhat falsifying channel of information. Something to be wary of – maintain quality standards and professionalism. If you are to use such tools, obviously be authentic and ethical. But in such an uncontrollable environment, I suggest the best weapon is to be creative. Again, emphasis is on content. Focus energy and resources here, inspiring interests and creating awareness.

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A Changing Medium Indeed, the Internet has become the new TV of the day. The rate of change with the Internet is also remarkably faster than the rate of change with conventional media. One year with the Internet is the equivalent to ten years in conventional media. Things move quickly with this medium; new technologies, new concepts, innovations, inspirations and new approaches. Of course travel and tourism marketers (and of all industries really) must still balance and use all media. Print for its tangibility, TV for emotional con-

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— 18 — Do you want to do business with all the key players in travel? Do you want to keep pace with the latest trends? Do you want to find out where the industry’s going next?

Then visit World Travel Market, the Premier Global Event for the Travel Industry, and give your company the competitive edge.

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WTM. Means Business

P rofessional : Inte r ne t Mar ke t ing Up d ate nection and radio for its mobility. But at some point over the next year or so, these will all be unravelled by the Internet. Marketers who embrace this early will remain ahead of the pack and on top of all rankings. The future is clearly pointing towards two trends: mobile Internet marketing, which combines the benefits of all media, and Web 3.0. Mobile technology is essentially moving the Internet everywhere. The number of web-enabled phones in Europe will rise to more than the number of PCs, whilst more time will be spent on the Internet than watching TV – this is already the case in Western Europe. Indeed, the potential of mobile applications and mobile eCommerce is vast, and soon to be very lucrative. Take the recent Volcano chaos in Europe. Mobile Internet kept people updated with flight status and any news. Access to mobile Internet was also a good starting point for those seeking alternative travel arrangements and then even making new

bookings. Business travellers are also the perfect example of requiring connectivity whilst on the move. Meanwhile, Internet experts believe the next generation of the Web – Web 3.0 – will make searching tasks smarter (faster and easier). Instead of multiple searches, you can type a complex sentence or phrase. The Web 3.0 browser will analyse your response, search the Internet for all possible answers, and then organise results accordingly. The browser will act like a personal assistant, learning what you are interested in. The more you use the Web, the more your browser learns about you and the less specific you'll need to be with your questions. Eventually you should be able to ask open questions like "where should I go for my summer holidays?” Your browser will consult its records of what you like and dislike, take into account your current location and price expectations and then suggest various options. The more relevant your website's content is, or more importantly web concept is to such searches and in relation to other engine crawling factors, the more your holiday options will appear in the results. By Michael Komodromou (Market Development & Research Manager) http://www.mkg-group.com

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Why Use Social Media for Tourism and Hospitality Marketing?

hances are that you've already heard of many social media sites – such as Twitter, Facebook, MySpace, LinkedIn and YouTube. You might already read – or write – a blog and look up information on Wikipedia. The term social media describes the technology and methods used by people to share opinions, insights, experiences and perspectives. It can take numerous different forms including text, images, audio and video. Social media is attracting millions of new users every day. • There are over 400 million active users on Facebook and more than 200 million users log on at least once each day. • Ten hours of video is uploaded to YouTube every minute and an estimated 100 million videos are watched every day.

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• Twitter has about 168 million global visits a month. • Technorati indexes 112.8 million blogs and over 250 million pieces of tagged social media. Whereas traditional media is about transmitting or distributing content to an audience, social media is more like a two-way conversation. Most types of social media thrive on their connectedness making use of links to other sites, resources and people. They encourage participation in the form of contributions and feedback and are open to voting, comments and sharing information. There are seven main types of social media: 1. Social Networks – Using personal pages, users connect with friends to share content and communicate. The main social networks are MySpace, Facebook and Bebo.

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2. Blogs – online journals. 3. Wikis – the best known is Wikipedia with over 3.3 million English language articles. Many organizations have their own wikis where people can add information to, or edit a communal document or database. 4. Podcasts – downloaded audio and video files, often only available by subscription to a service. 5. Forums – discussion forums have been around for a number of years and are a powerful and popular element of online communities. 6. Content Communities – such as those formed around photos in Flickr or videos on Vimeo.com or YouTube. 7. Microblogging – bite sized blogs that are distributed online and through cell phones. Twitter is the main service.

How Is Social Media Different to Traditional Marketing? The way that we interact with the Internet has changed. Instead of simply getting information dumped to us, we're connecting with other people to hear what they have to say. Social Media allow a tourism business to do many things for example: 1. Allows you to mix media – for example, your Facebook page can include text, audio, video and or photos.

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“The Oscars of the Travel Industry” Wall Street Journal

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Who will be crowned Europe’s Leading travel companies? World Travel Awards Europe Ceremony 2010 Rixos Premium Belek, Antalya, Turkey 1st October 2010

worldtravelawards.com

Event Partners

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To secure your seats for this must-attend event for senior decision makers and global media, please email: booking@worldtravelawards.com

P rofessional : Inte r ne t Mar ke t ing Up d ate 2. It is fast – you can update in seconds. 3. You can link to relevant media and so provide and access more comprehensive information on what interests you. 4. Allows you to reach a global audience, which gives you greater access to international travelers. 5. Is accessible to everyone at little or no cost. 6. Let's everyone participate by adding comments, instant messaging or even editing the stories themselves. There is no limit for the number of fans you can have in Facebook businesses pages and the number of followers on Twitter is limitless. This means that hundreds of people can potentially hear your message. If you share your message with a few of those people, and they share it with their contacts, your reach can be expanded by the number of people in each of these networks.

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What Are the Benefits of Social Media for My Tourism Businesses? There are numerous benefits to your travel business: • It's natural – you can reach large groups of potential customers in a spontaneous fashion. • It's low cost for high returns – your costs are often limited to time and links that would typically cost you thousands of dollars are available for free. • It complements your other efforts – social media doesn't interfere with any other methods of getting traffic to your website. • It provides you with an identity. • You can create relationships with people who might not otherwise know about your accommodation or tourism experience. • Social media makes you real to consumers. • You can gain high quality links if you become popular on social news websites. • Having plenty of links from trusted domains gives you authority.

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Through using social media you can: • Cultivate a more significant community of frequent travelers. • Share your expertise and knowledge about your region, country or the travel industry • Tap into the wisdom of your consumers • Enable customers helping customers Social media helps you to build credibility, relationships and brand, expanding your sphere of influence as you connect with people who were previously unattainable. It can be fun, it's easy to do but like anything else worthwhile, it takes time and effort to implement it properly. By Angela Best Angela Best is president of Anahere Inc., which manages MarketingTourGuide.com. MarketingTourGuide.com specializes in providing tourism marketing solutions, resources and advice as well as social media site development, content strategies and social policies. http://www.MarketingTourGuide.com

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5 Tips for Marketing Your Tourism Business Online yielded many ways to market tourism brands without the need to take out a second mortgage on your house or dip into your youngest child’s college fund. Here’s how…

1. Network Online

order to take advantage of people's travel desires, you need to represent your brand in the online space. When you’re a small tourism or hospitality business or a new tourism or hospitality business, you are unlikely to have a huge budget put aside specifically for marketing. The great marketing conundrum of the universe is this: (brace yourself for profound insight) this is when you most need to market your business. Without growing your customer base, you can’t grow your business and without marketing you can’t grow your customer base. And so it goes on in a great cyclical whirlpool of hopelessness and despair. Ok, so maybe that last part is a mild exaggeration. Fortunately, the advent of the Internet has Ju ly- Au g ust , 2 0 1 0

Even people with a pea-sized marketing brain have jumped on the social media bandwagon. It’s pretty far from the cutting edge these days. That doesn’t mean that it isn’t important or necessary. It is, however, what you do with it that really counts. For travel sites, social media plays a huge role in online marketing success and it’s virtually free. While it’s great to have a Facebook Page, a LinkedIn profile and all that jazz, when it comes to travel, it’s equally important to join and participate in travel forums and organisations. The key things to remember are: • Be authentic in all of your interactions and disclose your position. • Contribute meaningfully rather than promotionally. The odd bit of blatant self-promotion is fine but intersperse it with insights, opinions and advice that are separate to your brand and beneficial to your audience. • Monitor what people are saying about you (insert well timed BrandsEye punt here) and how they are responding to your communication with them. • Remember, success in this area is about relationship building rather than acquisition.

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2. Don’t Underestimate the Value of WebPR

No, I am not talking about the ubiquitous press release. In a recent survey, Burst Media reported that over 90% of the travellers they surveyed plan to use the Internet to plan their summer vacations. I don’t drive 50 km from my front door without Googling my destination. If you write good valuable content about the travel destinations your business focuses on, people will read it. Among the factors that interested them when researching travel were the sites they would see, the best way to travel and whether discounts or specials were available. Make this your starting point and submit your content far

P rofessional : Inte r ne t Mar ke t ing Up d ate and wide for maximum impact. While on the subject of content generation, a blog is also a great idea. There are free blogging platforms, they rank well in the SERPS. All it takes is some hard work and maintenance and you will have put together a great resource for your customers, both existing and potential.

3. Search Search Search Search Search Search If all of these people are out there researching travel online, it doesn’t take a genius to figure out that that you need to make damn sure they find you. To the person who told me earlier that there is more to online marketing than search – take that (joke – of course there’s more to online marketing than search). Anyway, find yourself some keywords (and for small businesses, I’d go for the long tail, more niche keywords that won’t see you pitted against brands like The Hilton) and ensure that your site and your content are optimised. This will ensure that at least you aren’t starting out at a disadvantage.

4. Email Marketing Is Awesome (provided you do it right) Travel and tourism is a pretty unique industry for a variety of reasons that make it ideal for the use of Email Marketing. First and foremost, most people (your target market anyway) aspire to travel. So, as long as you’re providing content that’s of value, you are at a huge advantage. Who doesn’t want to

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read all about the latest happenings of their favourite destination and scroll through glossy pictures of the landscape, people and attractions? There are a few things to remember though – make sure yours is a genuine opt-in database. No one likes a spammer. Also, you need to do more than promote your destination – your mailers need to be enticing because their copy is interesting, unique and a pleasure to read. Part of being a great host (whether for your friends or for paying customers) is cultivating the impression that your guests are missed in their absence and that they are always welcome back again. Email Marketing has the potential to do just that and instill the warm nostalgic sensation one gets when looking forward to or back on a holiday.

5. Target Your Efforts If your marketing efforts reach no one except an overweight, underpaid 40 year old couch potato who lives with his mum, then (for tourism at least) you must be doing something wrong. You need to make sure that you are reaching the right people with

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your efforts. Part of this is finding the right channels through which to market yourself. The other part of it is being able to use those channels to communicate with the people who are likely to spend money and at some stage travel to your destination. The first step is knowing who you should be targeting. If you’re a snowboarding resort in the Rockies then our friend above is probably not the persona you’re speaking to. If you run a cruise ship specialising in providing the ultimate mother-son quality time for 30 – 80 year olds, then maybe you’re doing the right thing. By Lyndi Lawson http://www.gottaquirk.com/author/lyndi-lawson

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Online Tourism Marketing: Now the Road Most Travelled Offline Media

the greatest communication event of our lifetime, the Internet has opened up marketing possibilities for every industry – more so for tourism than any other sector. Where travellers were once required to get their information by visiting travel agents and paging through pamphlets and books on their potential destinations, they now have everything they need to make travel decisions without ever leaving their homes. This means that the travel agent or destination trying to attract these consumers has the opportunity of taking information to them, rather than waiting to be contacted. It isn’t, however, a “build a website and they will come” situation: Anyone marketing a destination needs to use the full arsenal of marketing and PR weaponry, with a heavy bias towards digital and – in particular – social media. Ju ly- Au g ust , 2 0 1 0

The best way to get visitors online is still to use offline media – newspapers, magazines and leaflets bearing the website address of the destination you’re selling. Once online, visitors need to be encouraged by a site that is not only easy to navigate, but gives them the answers they would normally get sitting across a desk from an agent. Firstly, we have to think like a tourist. What would I most want to know about a city or country I’m going to visit? Safety? Where to change money? Which hotels are best? Activities in that region? The site’s “search” facility needs to be set up in such a way that visitors are given the maximum choice for a limited selection of key words. Few tourists contemplating a visit to South Africa are even going to type in the word “ostrich”, but if they type in “Oudtshoorn” or “Karoo” they should get a link to the region’s ostrich farms. Backing up a regular website is social media, where visitors and agents get down to the nitty-gritty of destination and tourism marketing.

Getting Social Firstly, let’s dispel the myths of social media: Yes, it is massive; and no, they will not be buying, so much as learning about your offering. Anyone who tries a hard-sell in the social media arena is looking to get “de-friended” or deleted. Social media sites such as Facebook, Twitter and others are extremely useful to guide – or change –

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people’s perceptions of a region or country. Where visitors know that you are actually living in that region, they come to trust that the information they are getting is “from the horse’s mouth”. The key, of course, is to monitor your social media initiatives as much as possible. Answer questions honestly and don’t fall into the trap of “hiding” comments that you don’t like – which merely makes readers suspicious of your motives. A “fan page” on Facebook is a phenomenal way to get your destination out to the site’s millions of users around the globe; not just by directing them to your website, but by engaging them in conversation. As South Africa readies itself for the FIFA World Cup kickoff in June 2010, all kinds of “information” about the country has appeared in foreign newspapers. Now, what sells newspapers is bad news, so some articles have had a largely negative focus,

P rofessional : Inte r ne t Mar ke t ing Up d ate online with potential visitors and assured them that there are no machete-wielding terrors in my garden! This, of course, was never possible pre-Internet. Tourists paid their money and took their chances. Today, travellers can get up-to-the-minute news on events anywhere in the world just by pointing and clicking. This gives every travel operator or destination marketer – regardless of size or resources – an equal opportunity to engage the traveller; to encourage them to throw their three coins in the fountain, kiss the Blarney Stone or marvel at the Pyramids . . . especially on the issue of safety. We have been able to engage one-on-one with people who have been planning a trip around the event, and been able to direct them to Interpol reports that show the high levels of security implemented for the event. From my desk, I have “chatted”

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By Dianne Bayley Dianne Bayley is a freelance writer born and raised in Johannesburg, South Africa. She is currently editor of www.marketingweb.co.za and content and blog manager on www.citysearchsa.co.za

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Integrated Online Marketing – Monitor, Aggregate & Share claimed they intended to increase the budget for social media marketing in 2010, according to the “2010 Social Media Benchmark Report”, for which 2,317 US marketers were questioned about their marketing budget plans.

E-mail Newsletter Drives Conversions In spite of the hype and growing popularity of social networks, recent surveys revealed that it is still the e-mail newsletter that can lead to high conversion (e.g. purchases, subscriptions etc.) and user engagement rates. E-mail is obviously still the king of online content sharing, according to a survey carried out by StrongMail and published by eMarketer (23 Dec 2009). E-mail links achieved conversion rates of nearly 37% for online content shared by Internet users, whereas Facebook led to conversion rates of 3% and Twitter of 0.4%. Benefits of email marketing compared to other online marketing formats comprise the relatively

Social Media and Web 2.0 applications as integrative elements of the online marketing mix have grown significantly in the last few years. The most important principle of social media is the direct interaction with and between users and the exchange of information. Many tourism businesses and organizations plan to set up blogs and to increase their communication activities on social networks such as Facebook, YouTube and Flickr in the next months with the goals to generate more website Ju ly- Au g ust , 2 0 1 0

traffic and increase brand awareness. This trend is also underpinned by the “2010 Social Media Marketing Benchmark Report” from MarketingSherpa, published by eMarketer (21 Dec 2009). Increasing website traffic significantly outranks other marketing objectives such as increasing leads and sales revenues or improving search engine rankings and brand awareness. Half of the marketing managers from the travel and leisure industry

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Online content shared through e-mails drives conversion rates.

P rofessional : Inte r ne t Mar ke t ing Up d ate low fulfillment costs, the faster campaign deployment, the convenience of personalization and targeting, the simple and cost effective options for testing, the combination with other online marketing goals such as driving traffic to the website, and finally the many possibilities for a detailed reporting in real time which facilitates a thorough analysis and optimization. Evidently, the combination of e-mail marketing and social media is the favored marketing tactic to lure more visitors to the website, which is also reflected in the marketing budget plans for the year 2010. Seven out of ten business executives around the world are going to increase the budget for email marketing and 60% will spend more money for social media marketing. Nevertheless, other marketing activities such as search engine marketing, banner advertising, ads on mobile applications, strategic e-partnerships and many more still have their share in the marketing mix.

Definition of Objectives and Performance Metrics Is Key to Success Social media marketing has also led to an extension of the traditional A-I-D-A (attention – interest – desire – action) model. The combination of integrated and cross-linked marketing communications aims to catch the customers’ attention and eventually lure them to the company’s website (action). There the users should keep on searching and experiencing the offers. In order to make effective use of the customers’ word-of-mouth in their networks they should get motivated to share and create content. Thus, the A-I-D-A model is extended to attention – interest – desire – search – experience – share. It is essential for all online marketing activities, though, that the objectives and metrics of how to measure these objectives are clearly defined. All Ju ly- Au g ust , 2 0 1 0

marketing communications must be targeted and geared to the user needs. Online marketing activities can only be successful, if they are • relevant for the customers in order to increase user engagement, • precisely targeted (e.g. according to the customers’ interests and through local geo-targeting), • used in a way to create deeper connections and continuous interactions with the customers, • constantly monitored and optimized.

User Typology and Principles of Social Media Marketing Blogs, Wikis and social networking and content sharing websites like Facebook, YouTube, Flickr, Twitter and many others have become rather popular among tourism businesses and organizations. There is hardly a destination or business that has not set up a Facebook fanpage, a Blog or a branded YouTube channel yet or at least considers doing so in the near future. Online socializing has become Marketing budgets increased for e-mail marketing, social media and search engine optimization and search engine marketing (pay per click).

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a well-established pastime and amusement among all age groups. Blogs serve many purposes, from online diaries to corporate public relations. Some of the essential aspects of blogging are that they encourage readers to comment on individual posts and that other bloggers can link to posts with criticism, praise or merely to point to an interesting article, thus they allow people with common interests to interact with one another. The most interesting ideas emerge in many cases not in the original post but in the discussion generated by comments. About 65% of the 1.1 billion worldwide internet users older than 15 years visited at least one social networking site during May 2009, according to a survey conducted by comScore. An average user spent 3.7 hours per month on community platforms visiting 525 pages. Interestingly, Russian web users showed the highest involvement in social networking with an average of 6.6 hours per month. The United Kingdom (4.6 hours) and Germany (4.5 hours) followed on the ranks seven and eight, whereas Swiss Internet users only spent 3.2 hours on average on community websites. In the UK nine out of ten internet users aged between 25 to 34 years old visited a social networking platform each month (comScore May 2009). According to Josh Bernoff (2008), social consumer behavior can be classified according to six different user types. The first type is the creator who is actively participating in online communities through publishing videos, websites, music and blogs. The critics are users who are publishing reviews about products and services and are commenting on other users’ statements and reviews. The collectors are using RSS feeds and tags heavily. The joiners are active members of social network sites and are frequently visiting them. The spectators are passively reading other users’ reviews and are watch-

P rofessional : Inte r ne t Mar ke t ing Up d ate ing other users’ videos. However, they are not actively participating in online communities. The last group are the inactives who are not participating at all in online communities. Despite that this classification is used for online users in general, the same classification can be applied to users of social network sites. According to Forrester Research (2009), 15 per cent of all male online users are creators, whereas 20 per cent are critics and six per cent are collectors. Only 16 per cent are joiners and 52 per cent are spectators. Therefore, 40 per cent of all users are inactive. With regard to women, the picture looks similar with a vast majority of passive users. Forrester Research further developed five significant age categories being 18-24, 25-34, 3544, 45-54 and 55+. Overall, it can be said that the percentage of creators, collectors, critics, joiners and spectators decreases with each age category whereas the number of inactives increases reaching a peak of in the age category 55+ (for details visit: www.forrester.com/Groundswell/profile_tool.html).

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Many tourism businesses are still reluctant to turn their efforts to social media marketing. Apart from a lack of social marketing knowledge and concerns about an increased work load, it is often the fear of losing control over the content and in turn over the advertising message. Monitoring and “listening” to the communication of the customer segments on the respective platforms is essential. Moreover, social media marketing certainly requires a deeper understanding of the hedonistic motives of the customers. Social media marketing is not so much about what is in it for the company but rather what is in it for the users, what is the added value the users get for their active participation. The return on investment happens mostly indirectly through an increased return on communication and a better understanding of customer needs. By Professor (FH) Mag. Christian Maurer Tourism & Leisure Management, IMC University of Applied Sciences Krems, Austria, http://www.fh-krems.ac.at, Publisher of eTourism BlogoScope http://christian-maurer.blogspot.com

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press release services

MEDICAL Vacation & Medical Recovery

A lot has been already said about medical tourism â&#x20AC;&#x201C; surgeries and medical treatment might be much cheaper and more easily accessible abroad than in the developed countries. Still, check the basic differences between the Canadian and European healthcare systems, learn what travel medicine is and let us lure you to consider a medical trip to Thailand or India.

M E DIC A L : Vacat i on & Me di cal R e cov e r y

Thailand Takes Center Stage in the World of Global Healthcare

hailand has long been known as a premier destination for tourism. Over the years, millions from all over the world have been drawn to Thailand for its pristine sandy beaches, rich culture and history, luxury resorts, world-class spas, golf courses, shopping and signature cuisine. Best of all, the range of accommodation and leisure options available is nearly limitless, allowing for travelers of almost any budget. In recent years, Thailand has also been attracting an entirely new type of foreign visitor, namely those

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seeking high value, quality medical services. Starting in 1997 with the Asian economic crisis, a large number of Thai medical institutions shifted their marketing focus on the emerging market of foreign nationals that were either unable to receive care in their own country, or were merely dissatisfied with the level of service and extensive waiting times required for procedures at home. Lower costs were the initial driving factor for foreign patients seeking treatment in Thailand. Despite its modern facilities and highly qualified physi-

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cians, the costs of Thailand’s medical services are typically 40% lower than in Europe and 60% lower than in the USA. Medical centers in Thailand often surpass regional medical markets in terms of offering the complete package, with breakthrough medical technologies, high quality amenities and facilities, and unprecedented patient services. Significant cost savings and the ever increasing number of internationally accredited hospitals have combined to make Thailand a significant player in the world of global healthcare. Thailand now boasts 4 hospitals accredited by Joint Commission International (JCI), the leading USbased medical certification agency worldwide, with several more currently undergoing review. The number of international visitors to Thailand for medical reasons has doubled in the last five years and shows no signs of slowing down. Great Britain leads the way with the most foreign visitors, followed by the United States, the Middle East (UAE, Kuwait, and Oman), Germany and Australia respectively. Another factor contributing to Thailand’s popularity as a medical destination has been the wealth of recuperation options available. Particularly in the realm of elective procedures that do not require medically assisted recuperation, such as minor cosmetic surgery, the lure of taking a short postoperative holiday to visit Thailand’s numerous attractions or destination getaways make it a very attractive alternative to regional competitors such as India or Singapore.

M E DIC A L : Vacat i on & Me di cal R e cov e r y

Initially visitors primarily chose Thailand for its holistic spa treatments, cosmetic surgeries and dental procedures. As these types of treatment are not generally covered by insurance carriers, the option to have the desired treatment in Thailand for a mere fraction of the cost even after including airfare, accommodation and holiday recuperation, made it a natural choice for cost-conscious medical travelers. Ju ly- Au g ust , 2 0 1 0

Nowadays more complicated procedures such as knee replacements, hip replacements, spine surgery and heart surgeries are increasingly in demand. This new trend is due in part to foreign health insurance companies recognizing the quality of Thai healthcare and offering to cover treatment expenses. In order to motivate people to come out to Thailand, a growing number of health insurance companies even offer recuperation packages to their plan holders. Chiang Mai, Phuket, Pattaya and Koh Samui are some of the most popular recuperative destinations in Thailand. Not far from Bangkok where most of the procedures are carried out, they are also home to some of the most luxurious resorts in the region. Whereas the northern city of Chiang Mai offers breathtaking mountains and ancient temples to explore, Phuket, Pattaya and Koh Samui enjoy picture perfect emerald seas and white sand beaches lined with palm trees. To further simplify matters, satellite clinics and network hospitals have been created in all major cities throughout Thailand to ensure seamless patient services for check-ups or follow-up treatments during the recuperative holiday. This allows for patient records and medical details to follow the patient throughout their stay in the kingdom, as well as provide instant communication with the attending physician for any special aftercare assistance. When considering global healthcare, it is important to be well prepared before traveling for treatment. Fortunately, there are a number of reputable companies that can help make all the necessary arrangements and give patients professional guidance both in terms of finding the right hospital and planning the appropriate recuperation program. By Danai Chandrangam http://www.medical-destination.com

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M E DIC A L : Vacat i on & Me di cal R e cov e r y

Medical Travel, Travel Medicine: What's the Difference?

You

can understand the confusion. Similar name, different medical specialty. Chances are you have heard these terms before, largely due to the prominence of low-cost, affordable international travel. But what exactly are medical travel and travel medicine?

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Medical travel, also known as medical tourism / global healthcare / and health tourism, involves patients who seek health care abroad for a variety of reasons, including the high cost of medical treatments and long waiting times back home, their insurance plans do not cover certain procedures,

â&#x20AC;&#x201D; 33 â&#x20AC;&#x201D;

or they want quick access to cutting-edge medical technology available in other countries. Normally encompassing elective procedures such as cosmetic surgery, dental surgery, fertility or alternative medicine treatments, medical tourism is becoming increasingly popular for patients requiring life-saving procedures like heart or kidney transplants, as well as knee or hip replacements. Often, patients combine their medical care with vacation time, usually in warm-climate destinations. Travel medicine, also known as travel health, focuses on preventing the spread of infectious diseases by travellers. This multi-disciplinary field includes preventive medicine, emergency care, immunology, epidemiology, mental health, gastroenterology, and dermatology. A travel health practitioner is also knowledgeable of world geography, the health system and the socio-cultural customs of the traveller's destination. The three components of travel medicine are: The individual traveller (age, past and current health status, underlying chronic health conditions, budget for medications and vaccinations); the risks (visits to rural or remote areas, type of travel â&#x20AC;&#x201C; business, adventure, leisure, long-term working assignment, epidemics and general health of the population of the destination country); and the intervention (vaccination and medication recommendations, general health advice, including food and water safety, and insect-bite prevention methods). It's not only diseases such as malaria, yellow fever, or dengue fever that are of concern. Men-

M E DIC A L : Vacat i on & Me di cal R e cov e r y tal health, traveller's diarrhea, poor air quality, heat stroke, trauma due to traffic accidents, and prescription refills are all in the purview of travel medicine. According to GeoSentinel's 2009 study of long-term travellers to developing countries 50 percent get sick and 8 percent need to see a physician. Depending on a person's health and risk factors at the destination, it is not uncommon for travel health practitioners to advise travellers to postpone a trip, change the itinerary, or not travel at all. When it comes to medical travel, researching the facility's accreditation and the medical provider's qualifications for the procedure, access to post-surgery care and follow-up if complications arise back home are key issues when choosing treatment abroad. In this growing sector more companies are now offering full medical travel packages helping patients find the appropriate medical facility and doctors, including arranging travel and accommodation. Some insurance companies are also starting to venture into the medical tourism field. However, concern over medical liability and malpractice suits abroad means that patients continue to incur out-of-pocket expenses for their procedures. Medical tourism and travel medicine intersect when medical travel patients are exposed to infectious diseases during their stay abroad. Depending on your health status, you may be at higher risk of contracting an infection such as antibiotic resistant MRSA (Methicillin-resistant Staphylococcus au-

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reus), hepatitis A, typhoid fever, influenza, or even tuberculosis â&#x20AC;&#x201C; diseases that are uncommon back home, but are endemic in other countries. Popular medical tourism destinations such as China, Brazil, Costa Rica, India, Malaysia, Mexico, Panama, and Thailand, for example, all have malaria risk in certain regions of their country. If you are considering doing sightseeing in the surrounding area, it is prudent to know what risks you may encounter. Moreover, whether you are convalescing in a state-of-the-art facility or not, like any traveller, it's important to consider the food and water safety of your local area since your body needs to adjust to the new environment. Medical travel, travel medicine, or not... International travel has social, economic, and political implications on local populations. If you are a traveller seeking medical care abroad or if you become ill during your trip, your health status impacts the local health care system. Being a responsible traveller means being well prepared, weighing the risks involved, and leaving the smallest footprint behind. By Fabiola Thomas (IAMAT) IAMAT (International Association for Medical Assistance to Travellers) is a non-profit organization dedicated to travel health and coordinates an international network of doctors dedicated to treating sick travellers. http://www.iamat.org

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M E DIC A L : Vacat i on & Me di cal R e cov e r y

European Health Care Bests Canada

The

debate on how good Canada’s health care service is, whether it could be a market for inbound as well as outbound medical tourism, and the role of insurance, has become rather bitter internally; while much comment on it from the USA has been more concerned with ‘proving” the speaker’s argument that it shows how good/bad etc. is US healthcare reform.

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So it is interesting to get an unbiased viewpoint from Europe. European health-care expert Johan Hjertqvist says that long waiting lists, a lack of patient rights and slow development of new medicines, are among the more problematic areas that make Canada's health-care system inferior to European systems. Hjertqvist runs Health Consumer Powerhouse, a Swedish-based company that compares

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health-care systems from around the world, “This is a very old and sloppy system, and that should not be the case," he said. Health Consumer Powerhouse and think tank Frontier Centre for Public Policy recently released a report outlining how Canada's health-care system matches up to European systems. The 3rd annual Euro-Canada Health Consumer Index evaluates the consumer-friendliness of Canada's healthcare system. It compares Canada to 33 European countries by assessing the extent to which each national healthcare system meets the needs of healthcare users. Overall, Canada finished 25th out of 34 countries. In Canada, wait times for diagnostic exams such as an MRI can last for months, while the typical wait time in top European countries is less than one week. Hjertqvist said: “According to the study, Canada spends over $3,500 per person on health care, one of the highest rates among the countries studied. Despite that, Canada has very long waiting lists in comparison with European systems. Canadians think it is reasonable that people should wait over one year or two years for treatment. Nowadays, you expect that you should be able to access a new mobile phone or whatever, and no one says it will take 18 months to get a new television. I think it is much more important to have a new hip than a new television, you should not have to wait 18 months for a hip replacement." France, Belgium and the Netherlands have some of the best healthcare systems in Europe and have diagnostic and orthopedic surgery waiting lists of around a week, whereas in Canada, waiting lists can swell to years. The report highlights that having little access to health care, as in the case of waiting lists, has an enormous effect on Canadian budgets, because it is expensive to have someone not working and getting paid for sick leave. The Canadian health-care system needs more contracted private

M E DIC A L : Vacat i on & Me di cal R e cov e r y

health-care providers in order to improve patient access to treatment. According to the study, Canada is behind several European health-care systems in terms of patient rights and information, and Canada needs a legislative guarantee of patients' rights and an easier method for attempting to seek a second opinion. The development of new medicines has been a weak spot for Canada, although there has been some improvement over the past few years. One area in which Canada excels is patient outcome. According to the report, Canada has a "Beveridge model health-care system, where a single organization handles the financing and provisions of the system. The Netherlands has the best overall health-care system in the study and uses the Bismarck model that consists of several insurance organizations that exist independently of the healthcare providers in the country.” The former president of the Canadian Medical Association (CMA), Dr. Brian Day, has always Ju ly- Au g ust , 2 0 1 0

been an advocate for Canada promoting medical tourism, especially from the U.S., as a way to raise funds for the country’s financially stretched health budget. Day argues that it makes sense to seek additional sources of income and that the U.S. could be Canada’s major medical tourism source market. It could also attract patients from other regions such as the Pacific Rim. Day suggests that Canada can greatly discount treatment costs in the U.S. and offer world-class care, but it is not currently possible as the healthcare system is based on rationing and waiting lists. This prevents skilled health workers from obtaining full-time work and creates a peculiar paradox where, despite being in short supply, they are forced to leave the country. He argues that a Canadian medical tourism industry will increase training, recruitment and retention of health workers. It will create new, well-paying, long-term quality jobs and encourage investment in hospital and medical school infrastructure and new medical technology. Dr. Day says that British Columbia should be the first Canadian province to embrace the concept of international centers of excellence in Canada, and that a beneficial by-product of medical tourism will be the elimination of rationed access and waiting lists for Canadian patients. CMA President Anne Doig says: "If we want to save medicare, we have to change it. While Canadians like to think that we have the best health care system in the world, the facts say otherwise. Transformation is needed to ease pressure that is increasing in all sectors of the health care system. 25% to 30% of people in acute care beds should not even be in hospital, as they need 24-hour supervised care, not hospital care. Either change the healthcare system or prepare for its demise.” http://www.imtjonline.com

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M E DIC A L : Vacat i on & Me di cal R e cov e r y

Indian Medical Tourism Facilities Attract Patients with Low Prices M

edical tourism is a well known term referring to patients travelling across the globe combining holidays with their medical needs for treatment of acute illnesses, elective surgeries such as cardiology, hip replacement, knee replacement, etc. Today India as many other countries offers world class medical facilities, comparable with any of the western countries. India has state of the art hospitals and the best qualified doctors. With good infrastructure and the best possible medical facilities, accompanied with the most com-

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petitive prices, you can get the treatment done in India at the lowest charges. The Indian government is taking serious initiatives with this regard and plans to start overseas marketing of India as a medical tourism destination. The government is of the opinion that by marketing India as a global medical tourism destination, it could capitalize on the low-cost, high-quality medical care available in the country. India, touted as one of the favorite destinations for information technology majors, is currently emerging as the destination of choice for medical or health tourism. The government, state tourism boards,

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travel agents, tour operators, hotel companies and private sector hospitals are exploring the medical tourism industry for tremendous opportunities. They are seeking to capitalize on the opportunities by combining the country’s popular leisure tourism with medical tourism. Industry projections? Statistics estimate that the medical tourism industry in India is currently worth $333 million (Rs 1,500 crore) while a study by CIIMcKinsey estimates that the country could well earn Rs 5,000-10,000 crore ($1,110 – 2,220 million) by the year 2012. The Indian medical tourism industry, growing at an annual rate of 30 percent, caters to patients chiefly from the US, Europe and Africa. Although in its nascent stage, the industry is outpacing similar industries of other countries such as Greece, South Africa, Jordan, Malaysia, Philippines and Singapore. In the year 2004, approx. 150,000 medical tourists have visited India. What makes it so attractive? Primary, it is the cost factor. The medical costs in India are a fraction of the costs in the US/Europe. For instance, a heart surgery costs $6,000 in India as against $30,000 in the US. Similarly, a bone marrow transplant costs $26,000 in India as compared to $250,000 in the US. Foreign patients throng Indian hospitals to pass up the long waiting lists and queues in their native countries. The NHS patients in UK have to wait for months for Hip/Knee replacements surgery. Indian hospitals provide immediate attention to patients rather than asking them to wait for several months like in most western countries.

M E DIC A L : Vacat i on & Me di cal R e cov e r y Indiaâ&#x20AC;&#x2122;s top notch private hospitals like Apollo, Narayana, Fortis, Wockhardt, Max HealthCare have gained international recognition for their state-ofthe-art facilities and diagnostic centers besides unsurpassed technical skills. Their technology and procedures are state of the art and on par with hospitals in developed nations. Foreign patients can get attractive package deals including flights, transfers, hotels, treatment and post-operative vacation for their medical visits to India. India has some world class SPAs and Ayurvedic facilities which help recuperation and healing. With time more and more visitors will flock to this part of the globe for their treatment and relaxation needs. http://www.india4health.com

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TRANSPORT Heli Services on Demand

Helicopter tours are a popular attraction in many parts of the world. You can fly over Grand Canyon, Alaska, big cities â&#x20AC;&#x201C; and enjoy the views that are otherwise impossible to see. Let us invite you to an Tahitian island, Jurassic Falls on Kauai, or Abu Dhabi.

T R A N SP ORT: Heli S e r v i ce s on D e mand

Get the Helicopter Ride of Your Life

veryone is thrilled with the idea of a helicopter ride. This is one of the experiences which everyone looks up to and which definitely will be etched in your memories. There are many people who think of arranging a helicopter ride but the plan does not become a success. Ju ly- Au g ust , 2 0 1 0

There are a lot of tourist attractions which are actually inaccessible otherwise. Be it the Grand Canyon, Hawaii and Alaska in the United States or other remote locations in some other part of the world, the only possible way to see and visit these places is by a helicopter. In fact, those

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with loaded pockets prefer to go by a helicopter rather than wasting their precious time stuck in traffic. Furthermore, you can have some amazing views thus giving you an opportunity to take some wonderful photographs which you will remember for a long time. Another good thing associated with a helicopter ride is that it can be easily booked and there are many businesses these days which sell ride coupons to be purchased online. You can search for these coupons online and can find a few vendors. The basic instructions and other useful information are given by experts and senior pilots. They are patient teachers and are happy to guide you through each step. In fact, navigating a helicopter is not at all a difficult task and all that it requires is a bit of concentration and the ability to maneuver. The first thing which will be taught is how to use a cyclic located in between your legs. After that you are also taught how to operate the rotor blades and how to control the overall orientation of the helicopter. The whole ride is full of excitement which no other ride will be able to match. Also you will get some amazing aerial views which you will not experience in any other way. With the advancement in technology, it is indeed quite possible to experience such an amazing ride and enjoy the picturesque views from the comforts of your seat. So buckle up and get ready to fly.

By Shweta Menon http://www.penninehelis.co.uk http://ezinearticles.com

T R A N SP ORT: Heli S e r v i ce s on D e mand

Jurassic Falls Waterfall Landing with Island Helicopters on Kauai

ith over 30 years of flying tours on the island of Kauai, the owners of Island Helicopters Kauai, Inc. have recently created the newest and most exclusive helicopter tour in Hawaii. Island Helicopters now has permission to land at “Jurassic Ju ly- Au g ust , 2 0 1 0

Falls” where the famed “Jurassic Park” movie was filmed. Island Helicopters has been flying deluxe circle island tours and filming charters since 1980; views include numerous island waterfalls, the

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Waimea Canyon (Grand Canyon of the Pacific), the scenic NaPali Coastline, and the amazing Mt. Waialele Crater. A helicopter tour of Kauai is the best way to really see this lush tropical island. Owners, Curt and Bonnie Lofstedt have flown across the US nine different times in their new helicopters bringing them to the West Coast prior to shipping the aircrafts to Kauai. They are the oldest air tour and charter company flying out of Kauai’s Lihue airport. Curt has over 28,000 accident free flight hours and is the only owner flying tours on Kauai. The company flies 2 A-Star helicopters, which has been noted as the world’s most popular air tour helicopter. “America is beautiful, we have seen amber waves of grain and the Grand Tetons, coastlines and deserts while flying across the US,” says Bonnie. “But truthfully, Kauai has it all. We have also taken helicopter tours in other counties, flying is really the best way to grasp the feeling of a region,” says Curt. Kauai’s helicopter tour is one of the best tours in the world, and to be able to land and take in these spectacular falls is the experience of a lifetime. The waterfall landing tour is new to Kauai residents as well. The landowner has never before allowed the public any avenue into the remote valley where the waterfall is located. It took Island Helicopters over 5 years to obtain the permits, together

T R A N SP ORT: Heli S e r v i ce s on D e mand with environmental studies, to land at the base of these falls. The “Jurassic Falls” landing tour takes approximately 75-85 minutes and includes the Signature Circle island tour of Kauai. Passengers must be able to walk approximately 150 yards on slightly uneven terrain and be able to climb a few steps. All tours include a full narration by the pilot. Waterfall tours include knowledgeable facts on the flora, fauna and geological attributes of the areas. There are interesting stories about the history of the ditch and passengers relish in the tropical mist of the powerful waterfall. In the first 9 months of offering this new tour there have been 5 wedding proposals offered by their guests; to date, all invitations or proposals have answered “Yes”. By B. E. Langan http://www.islandhelicopters.com

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T R A N SP ORT: Heli S e r v i ce s on D e mand

Helicopter Tours Introduced to Visitors of Abu Dhabi T

ravelers around the world know that sightseeing tours in Dubai are quite exciting. What more, many people come to Abu Dhabi just for the helicopter tours of the capital. There is so much to see and do in these parts that the only way to experience it all is with a luxury helicopter ride. With this mandate, an Abu Dhabi helicopter operator has recently launched a Dh3 million (US $817,000) private heliport and terminal next to Marina Mall to cater for corporate clients and Abu Dhabi’s growing tourism industry. Falcon Aviation’s 30-minute guided island tour provides the UAE residents and tourists with a bird’s eye view of the capital – offering a new perspective on the city’s design and the hundreds of billions of dirhams of development plans under way. A helicopter tour of the area will take you high in the sky for a view that is unparalleled when compared to any other type of tour. Using Falcon’s $3m Eurocopter EC130, which seats six, the company takes people high above Lulu, Saadiyat and Yas islands, including fly-bys of the Ferrari World and the Yas Marina Circuit. The tours cost between Dh490 (US $133.40) and Dh1,250 for a 10, 20 or 30-min-

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ute flight. Tours of Emirates Palace, the Sheikh Zayed Grand Mosque, and Al Raha Beach are also part of the tour. Helicopter tours of Abu Dhabi are much more affordable than you might think. Many people feel a bus tour is a cost saving alternative, but anyone who has done both knows that a bus tour pales in comparison to a helicopter flight and there are many great deals to be had with a helicopter tour company. Tourism is a small but growing part of the UAE helicopter industry, with tours in Dubai and now, Abu Dhabi. By contrast, about 90 per cent of aircraft operators’ work is providing offshore support for oil and gas companies. Corporate travel between Dubai and Abu Dhabi forms a significant portion of their business, with fares of about Dh13,000 for the service. But that could change as Abu Dhabi’s tourism agencies open hotels and tourist attractions and continue their push to bring in more cruise ships. By Tom Amafador http://www.sceneadvisor.com

T R A N SP ORT: Heli S e r v i ce s on D e mand

Fly High & Take Helicopter Lessons on Your Holiday in Wales

You

may not have thought about having helicopter lessons, but taking to the skies can give your activity holiday in Wales a completely different dimension. Not only will you be learning a new skill, you will also benefit from the best views of Wales's beautiful countryside. An initial helicopter lesson will cover the basics of controlling an aircraft and essential safety informa-

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tion, as well as a 30-minute flight. You will get to do the exciting bit during the flight, as instructors are happy to hand the controls over to even complete novices. Don't worry too much about making mistakes, as training helicopters benefit from dual control and the instructor will be able to quickly take over and keep you safe in the event of an emergency.

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Helicopter lessons are available from several places in Wales, including a base in the Powys countryside, close to the English border. As well as experiencing the exhilaration of controlling an aircraft for the first time, you will be able to see the stunning Powys countryside from a whole new perspective as you look down on the castles, mountains and lakes which have made the area so popular with tourists. You will also be able to enjoy your first experience as a helicopter pilot from Swansea Airport, which is home to a centre providing trial lessons. Anyone taking to the skies from Swansea will have unrivalled views of the spectacular Gower Peninsula, which is widely recognised as one of the most beautiful parts of the UK thanks to its long, unspoiled sandy beaches. Helicopters are traditionally associated with the rich and famous, and viewed as an exclusive form of transport for pop stars, racing drivers and multimillionaire businessmen. While you may need millions if you want to use a helicopter for the daily commute, it costs much less to get behind the controls of an aircraft for the first time. It may be something you can afford as part of an activity holiday in Wales, while a helicopter gift, such as a lesson for a beginner, is an option if you are searching for a special present. By Dipika Patel http://www.activitywales.com http://www.articleblast.com

T R A N SP ORT: Heli S e r v i ce s on D e mand

Helicopter Flights to Tupai for Japanese Newlyweds T

ahiti and a Japanese tour operator are to offer Japanese newlyweds helicopter flights starting in June to the Leeward Islands atoll of Tupai, 19 kms (12 miles) from Bora Bora, French Polynesia's most popular tourist destination. According to the French Polynesia Tourism Minister Steeve Hamblin who met with Ryoichi Takemoto, general manager of Tahiti Wedding Bell Japan, a joint promotion campaign began already in February. The Japanese tour operator, already experienced in selling the French Polynesia destination, specializes in preparing customized and innovative packages for young honeymooners. Takemoto is preparing a package offering Japanese newlyweds a Tupai fly-over and landing to visit what he says is an authentic and exceptional place.Plans call for the helicopter trips to be available from four of the Leeward Islands – Bora Bora, Taha'a, Raiatea and Huahine – based on demand. Each honeymooning couple will be given the opportunity to help protect the small atoll (11 sq. km/4 sq. miles) by planting a coconut tree as a way of showing their thanks for being able to take the excursion and to respect nature, the Tourism Ministry said. The heart-shaped Tupai "evokes a powerful symbol 'of a lifetime union' for young Japanese couples", the ministry added. "The Tupai atoll's accessibility near Bora Bora and its idyllic setting are all exceptional assets for our destination."

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T R A N SP ORT: Heli S e r v i ce s on D e mand

Tour operator CEO Takemoto said French Polynesia's long distance from Japan is not an impediment, but added that promotion efforts must continue to make the destination unique and exclusive. Tupai perfectly symbolizes this objective, he said. The French Polynesia government has owned part of Tupai since 1998. The then government's plan at the time was to convert part of the atoll into an exclusive, deluxe private vacation resort for important political VIPs visiting Tahiti.

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Tupai's potential visitor tourist destination attraction has always been its proximity to Bora Bora, probably French Polynesia's best-known island worldwide with its 12 luxury hotels. Several of those hotels offer overwater villas and suites at motu, or islets, inside the famous Bora Bora lagoon. http://en.tahitipresse.pf

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D e s tination Peru: Live the Legend

Peru â&#x20AC;&#x201C; the country with rich and long history with strong and resilient people â&#x20AC;&#x201C; is definitely on the top 10 list of countries to visit for many globetrotters. How is the local tourism affected by the recent rains? Is the outlook positive or rather gloomy?

Desti nation : Pe r u : Liv e the L e g e nd

Hiking the Inca Trail to Machu Picchu

The

Lost City of Machu Picchu is without doubt the most recognizable symbol of Inca Civilization for Peruvians as well as for the international visitor. "The Inca Trail", as it is known now, was the Royal Highway that led pilgrims and officials of the Empire to the Sacred City of the Incas.

Unique Ecosystem Hiking the Inca Trail is a highly rewarding holiday choice! It is the best of its kind in the world, due to its exquisite natural beauty and unforgettable views offering a wide variety of ecological areas, from deserts to tropical Andean cloud forest; home to exotic plants and animal life. On the Inca Trail, there are over 250 known species of orchids, and in the different ecosystems, numerous rare birds, animals, and reptiles including several species considered to be in danger of extinction Walking the ancient Inca Trail gives you the opportunity to visit Inca buildings undiscovered by the Spanish Empire, giving you the feeling that you are the first to come across them. Walking this Andean highway is a truly fascinating and unforgettable experience. The Trail is paved with blocks of

Inca Trail Entrance Fees As from January 2008 the entrance fee for the 4 day Inca Trail is 244 Peruvian Soles (about US$88). Students and children under 15 years old receive a 50% discount. Trekking companies also have to buy a trek permit for each one of the porters in the group (41 Peruvian Soles, about US$13 per porter). The entrance fee for the shorter Inca trail trek costs 142 Peruvian Soles (about US$51 for adults). Students and children under 15 years old pay 122 Peruvian Soles (about US$44).

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Desti nation : Pe r u : Liv e the L e g e nd

Independent Trekkers Since June 2002 trekking independently on the Inca Trail has been prohibited. Regulations state that each trekker must be accompanied on the Inca Trail by a professionally qualified guide. Trying to organize a guide in advance is difficult since tour agencies just aren’t interested in hiring out their guides. If you wait until you arrive in Cusco to arrange a guide then you are liable to be left with only the worst guides and the very high probability that all the spaces on the trail are fully booked. If you do manage to organize a guide for the Inca Trail in advance you cannot have a group greater than 7 persons and you can’t employ the services of other trekking staff such as cooks or porters.

stone – it has stone stairways, tunnels and wooden bridges. It crosses rivers, streams, temperate valleys, warm cloud forests and cold highlands. Witnessing and experiencing all this wonder make the traveler to marvel at the intellectual and spiritual grandeur of Andean man, whose highest achievement was Inca civilization.

Inca Highways The Inca Trail is part of a 30,000 kilometer highway system, that integrated the vast Inca Empire of Tawantinsuyo (The Four Ways), running from southern Colombia to central Chile passing through the cities of Quito in Ecuador; Cajamarca, Huanuco, Jauja, Huamanga and Cusco in Peru; La Paz and Cochabamba in Bolivia; and finishing in Salta and Tucuman in Argentina. These highways run

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mainly by the coast, through the Highlands and in some cases reached the tropical mountains near the Amazon forest. The Inca Trail to Machu Picchu is a fine example of this last type of highway. Following the footsteps of the original Incas, on one of the most accessible treks in the region, the Inca Trail to the enigmatic Machu Picchu, The Lost City of the Incas, is one of the greatest adventures you are ever likely to have nowadays.

Inca Trail Trekking Regulations Six years ago the Peruvian Government proposed many changes to the administration of the Inca Trail in a bid to protect its fragile eco-structure from over-use. Most of these proposals have been aimed at reducing the number of trekkers on the trail, improving the quality of the tour operators and

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offering a reservation system whereby trekkers will be forced to make their reservations many weeks (even months) in advance. Some of the proposals were introduced slowly throughout 2003 and 2004 but the Government started to enforce the majority of the regulations more strictly in 2005. Further regulations were introduced at the beginning of 2006 with the main aim improving porter welfare. All trekking companies that operate the Inca Trail must have an operating license which is issued at the beginning of each year. By Axel Tippe http://www.perutouristinformation.com http://www.axeltours.com

Desti nation : Pe r u : Liv e the L e g e nd

What Next for Travel and Tourism in Peru?

orrential rain in the South of Peru destroyed all routes leading to the ancient Inca citadel of Machu Picchu late in January 2010. As mudslides and flood waters washed out rail tracks and bridges across the Urubamba River, access to the little town of Aguas Calientes and the world famous Inca Trail were cut off, trapping around 2,000 tourists for days until helicopters came for rescue. Located at 2,430 meters above sea level or the equivalent of approximately 8,000 feet, Machu Picchu was not damaged by the flood. Nevertheless, the UNESCO World Heritage site was cut off for weeks. This presents a major threat to the Peruvian travel and tourism industry, given the site is the most popular tourist attraction in Peru.

Machu Picchu: Number One Destination in Peru Machu Picchu is the leading tourist attraction in Peru, receiving around 1,500 tourists per day. Since it has been declared a UNESCO heritage site, interest to the historical site increased across the globe. This led to heightened tourist activity in Machu Picchu, its surrounding areas and even Peru as most tourists tend to buy packages at Cuzco to other destinations such as Puno, Arequipa, Paracas and Lima. Following the floods, however, a reverse trend have been seen due to the devastating impact they have caused so far, damaging the most important source of income in that particular area.

International Tourist Arrivals to Peru 2007-2010 (‘000) 2007 2008 2009 Arrivals 1,812 1,949 1,983 Source: Euromonitor International

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2010 2,108

Desti nation : Pe r u : Liv e the L e g e nd

Access Routes Temporarily Closed There are two different ways of reaching Machu Picchu, by rail or by land through the Inca trails of Chachabamba, Piscacucho and Qorywayrachina. In 2008, 84% of tourists that visited the historical site did so by train. The torrential rain that hit the region destroyed at least three parts of the rail track leading to Machu Picchu as well as sections of the Inca trails. Therefore, access to the historical site was closed temporarily to avoid risking the lives of tourists visiting the region.

Estimated Loss Bigger Than Earthquake Disaster Industry experts have estimated total losses to add up to US$1 million per day that the site remained closed. In a year, total losses related to travel and tourism are expected to add up to US$400 million. If this happens, the financial loss would represent 0.6% of the country's GDP in 2010. In the last diJu ly- Au g ust , 2 0 1 0

saster that hit Peru, the Pisco Earthquake of 2007, total losses corresponded to 0.3% of total GDP. In order to keep travel and tourism indicators from declining in 2010, government authorities analyzed alternatives to reestablish access to Machu Picchu through alternative routes, to keep all informed about the latest undertakings in the region and to develop a promotional campaign to advertise other interesting tourist sites in Peru. As of now, government authorities believe it is still viable to attract a total of 2.2 million tourists to the country in 2010, particularly if considering the Inca Trails close every year on February for maintenance. Moreover, the city of Cuzco and its numerous archeological sites remain opened to the public. It is worth noting, however, that if the access to Machu Picchu remained closed for a longer period of time, the region would likely to lose approximately 160,000 tourists per month.

“Conozca el Perú Ahora” Campaign Get to Know Peru Now is the slogan of the promotional campaign developed to invite tourists to visit other regions in Peru that have not been impacted by the rain like the walls of Sacsayhuamán, the Coricancha palace and the Písac and Moray monuments. One way of doing so, is through the offer of tempting discounts of 5% and 10% on package holidays to the Cuzco region.

Arrivals to Machu Picchu (‘000 people) International Domestic TOTAL Source: INC Cusco

2007 548 252 800

2008 616 242 858

The initiative was announced by the National Chamber of Tourism (Canatur) and it is implemented by a number of public and private entities associated to the travel and tourism industry in Peru such as the Ministry of Foreign Trade and Tourism, PromPerú, airlines and associations.

Bright Outlook It is not the first time that Peru dealt with rain in the Cuzco region, particularly at this time of the year. In 2010, however, the 'El Niño' climate pattern made things worse, causing the flooding of small towns and blocking access to Machu Picchu. While this is already impacting travel and tourism activity in Peru, the quick reaction of local authorities in determining appropriate lines of action to ensure the safety of all people in the area and to restore the damage caused by the rain is likely to reverse the situation soon. Meanwhile government authorities are building an alternative route to reach Machu Picchu through Santa Teresa. This presents some challenges as the Ministry of Transport needs to rehab a highway that passes by Santa Rosa to get to Santa Teresa. The promotional campaign is key to avoid further cancellations and/or the rescheduling of visits to the region. Additionally, discounting is expected to serve as a magnet to domestic tourists in particular, given tourism in the region is priced very high and mostly accessible to wealthy Peruvians and international tourists. According to the Hotel Association of Peru (SHP), total investments expected for the Cuzco region will not be impacted. Indeed, there are a number of hotels within the region that are scheduled to open between 2010 and 2011, such as the Inka Luxury Collection Hotel from the Libertador Peru chain. http://www.euromonitor.com

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Desti nation : Pe r u : Liv e the L e g e nd

Discover the Best Coffee in Peru: Travel to the Central Jungle C

offee in Peru's central jungle was born 137 years ago. A six-hour trip from Lima will take you to the origins of this crop. Travel on the central highway towards the Chanchamayo valley where descendants of Italian settlers arrived more than a century ago. There you will find farms with some of the best coffee beans in the world. The regional government of Junín has opened a tourist route that showcases the history of coffee in the central jungle. While Satipo and Chanchamayo are the most important places on this trip, Villa Rica and Oxapampa, in Pasco, can also be considered. The first stop is the Brazil estate, which dates back to the nineteenth century and has buildings that still preserve the construction design that the Italian Giuseppe Signori gave them in 1877. This tradition in architecture is also reflected in the way of growing coffee, gently and without chemical products: the bases of organic coffee. Continuing the route, you will find the Monterrico estate, built in 1875 by the Tremolada family. Here you can see the red bourbon, blue and round coffee varieties. However, tradition does not have to stay away from technology. The Chanchamayo Highland Coffee processing plant, a company that collects, processes and exports selected coffee is a proof of this. Sales go to Germany, Switzerland, Finland, Denmark and Italy. According to the National Coffee Board, Peru is the largest exporter of organic coffee in the world. Peru's main customers are Germany, with 41%,

Ju ly- Au g ust , 2 0 1 0

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Desti nation : Pe r u : Liv e the L e g e nd

Peruvian Records Peru has the highest railroad in the world. The Andean condor is the largest flying bird in the world. The paiche, inhabiting the amazon jungle, is the largest fresh water fish in the world. The capibara (ronsoco) is the biggest rodent in the world. The Puya Raymondi is the tallest flower spike in the world. The world’s largest black marlin, weighing 1560 pounds, according to the Guiness book, was caught off Cabo Blanco, in the northern coast of Peru. The world’s longest waves are in Chicama, north of Trujillo, obviously very popular with surfers around the world. Visitperu.com

Belgium, 17% and the Netherlands, with 7%. While this growth is in the international arena, the Junin region has also increased its production by 27% and is in first place in the country. Just like Chanchamayo, the Satipo province is considered one of the best for growing coffee. With ecological fields located between 1,300 and 1,900 meters above sea level, the taste of these beans is unbeatable. The regional government of Junín has been pursuing the implementation of a program for organic production of coffee in this area. The aim is to make the district of San Martin de Pangoa the first organic coffee producer in the country. To achieve this, a collection center in the town of Santa Rosa in Alto Kiatari has been installed. Ju ly- Au g ust , 2 0 1 0

The growth of organic farming continues to increase since 2007, when sales reached US $91.83 million. However, the lack of technical training of most farmers has not let it generate what it should. Given this, the National Coffee Board plans to certify 50% of the Junín area's coffee as “special coffee” and encourage farmers to use improved technologies. If you wish to do the coffee trail, tour operators in Junín charge S/.500. The Regional Directorate of Tourism of Junín can also guide you to undertake the trail on your own. Photos: TR, Flickr By Raul Mayo Filio (El Comercio, adapted from Spanish by Diana Schwalb) http://www.livinginperu.com

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Desti nation : Pe r u : Liv e the L e g e nd

Arequipa: The City of the Volcanoes

In the outskirts of the city one can find many other attractions. The Colca Canyon is without a doubt the best-known both in Peru and abroad. Just four hours northeast of the city, the Colca boasts some of the most breath-taking landscapes in Peru: superb terracing, snow-capped peaks, dizzying canyons and towns dating back to the sixteenth century. There are 14 villages that have been preserved in the valley since those early colonial times, which the Spaniards used to settle the ancient Collagua and Cabana tribes, who had previously been scattered around the region. The visitors to the Colca Canyon will surely be fascinated by the narrow streets and richly decorated churches. The Colca is also a haven for adventure sports fans. Other sites include the ancient Toro Muerto rock paintings, the Imata natural stone formations and the Cotahuasi Canyon, believed to be the world’s deepest. What truly unites the different parts of Arequipa is without a doubt its exquisite cuisine. Visitors should not fail to try the local rocoto relleno (stuffed hot chili pepper), adobo (marinated roast beef) and the spicy chupe stews, which are simply irresistible.

Peaks in Arequipa

The

Misti volcano may be dormant, but the city of Arequipa recognized by UNESCO wakens every morning amidst a flurry of activity. And although the summit of the volcano is often wreathed by small clouds of smoke, the Arequipa townsfolk proud of their land, do not fail to invite visitors to stroll through the streets of white stone and traditional squares. The lordly city of Arequipa owes the characteristic hue of its houses and other constructions to the white sillar stone.

Ju ly- Au g ust , 2 0 1 0

Historical City Founded as the Villa Hermosa de Nuestra Señora de Asunta (the Beautiful Villa of Our Lady of Asunta), Arequipa was recognized as a city in 1541. Throughout its history, Arequipa has also been the cradle of leading thinkers and politicians. Today, the visitor can take in the spectacular neo-Reanissance Cathedral, the impressive Santa Catalina Convent and colonial mansions and museums, all of which are reason enough to visit the city.

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The region of Arequipa is synonymous with volcanoes and snow-capped peaks, clear blue skies and endless plains. The region lies on the western slopes of the Andes, and is the jumping-off point for a series of climbs of varying difficulty, which stand out for their rare combination of beautiful landscapes, easy access and their ancient cultural heritage. The Misti volcano 5,825 meters (19106 feet) is the symbol of the city of Arequipa. The route up to the top is more of a hike than a climb, and takes two days up steep through the slopes. The most popular of the ascents starts out from the city and

Desti nation : Pe r u : Liv e the L e g e nd The Cotahuasi Valley features Mount Coropuna 6,425 meters (21,074 feet), its most beautiful peak, giving climbers superb views of the region. The valley is reached from Lake Pallarcocha, just a twoday drive from Arequipa.

The Colca Canyon

continues up to Tambo Inca and the base camp of Nido de Aguilas. Hikers will reach the summit on the second day. Chachani 6,075 meters (19,926 feet), the other volcano overlooking the city, can be climbed taking a spectacular trail that climbs up from Pampa de Arrieros. Ju ly- Au g ust , 2 0 1 0

The Colca Canyon also features several imposing mountains which are popular amongst climbers The Ampato 6,288 meters (20,624 feet) and Sabancaya 5,976 meters (19,601 feet) volcanos and Mount Hualca Hualca 6,025 meters (19,762 feet) are some of the highest.

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Located in the region of Arequipa, the Colca Canyon covers a series of beautiful trekking circuits which have been recently discovered for adventure tourism. The area features a network of practically endless trails that wind through the mountains, linking lovely colonial villages. The area is also studded with beautiful lakes, bizarre stone formations formed by wind erosion and unique flora and fauna such as Andean condors, vicuñas, queñual forests and clumps of yareta plants. The main attraction of the area is without a doubt the chain of snow-capped volcanoes, some of which are active. Mount Hualca Hualca 6,025 meters (19,762 feet), Sabancaya 5,976 meters (19,601 feet) and Ampato 6,288 meters (20,624 feet), among others. Since time immemorial, the Colca has been home to the Collagua and Cabana tribes, descendants of the Pucará people of the southern highland plains and from the Quechua people of Cuzco, who proved to be skillful hydraulic engineers and master builders. One of the most popular trekking routes in the Colca is the trail that links the town of Cabanaconde and Tapay in a circuit that takes two to three days and gives hikers views of impressive landscapes, Cabana towns such as Cosnihua and Malata, and many pre-Hispanic ruins. Photos: TR, Wikipedia http://www.visitperu.com

Fairs & Exhibitions T r a v e l / T o u r i s m i n J UL Y - AU G US T 2 0 1 0 b y r e g i o n s

Fairs & E x hibition s : J u LY– AU G U ST, 2 0 1 0

Western Europe Outdoor: European Outdoor Trade Fair Location

Germany / Friedrichshafen

Start / End

15 July 2010 / 18 July 2010

Provider

Messe Friedrichshafen

Contact

presse@messe-fn.de

RDA Workshop Location

Germany / Cologne

Start / End

27 July 2010 / 29 July 2010

Provider

RDA-Workshop Touristik-Service GmbH

Contact

service@rda-workshop.de

More events related to Travel/Tourism can be found here If you are an event provider you may consider to place your event in the above category, please click here If your event already is in the list you may consider using the enhanced listing. For replacement just click here

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Fairs & E x hibition s : J u LY– AU G U ST, 2 0 1 0

Africa/MIDDLE EAST World Sport Destination Expo Location

South Africa / Johannesburg

Start / End

05 July 2010 / 09 July 2010

Provider

WSDE

Contact

sion@worldsportdestinationexpo.com

World Travel Awards - Africa & Indian Ocean Gala Ceremony Location

South Africa / Johannesburg

Start / End

07 July 2010 / 07 July 2010

Provider

World Travel Awards

Contact

awards@worldtravelawards.com

Iran Hotel, Travel and Tourism International Exhibition Location

Iran / Tehran

Start / End

15 July 2010 / 18 July 2010

Provider

Tehran Int\'l Trading & Exhibition Co.

Contact

info@iranhtt.com

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Fairs & E x hibition s : J u LY– AU G U ST, 2 0 1 0

North America

NBTA International Convention & Exposition Location

USA / Houston, TX

Start / End

08 August 2010 / 11 August 2010

Provider

NBTA

Contact

info@nbta.org

Western Foodservice & Hospitality Expo Location

USA / Los Angeles, CA

Start / End

14 August 2010 / 16 August 2010

Provider

Reed Exhibitions

Contact

atencza@reedexpo.com

Hawaii Lodging, Hospitality, & Foodservice Expo Location

USA / Blaisdell Center, Hawaii

Start / End

14 July 2010 / 15 July 2010

Provider

Douglas Trade Shows

Contact

dtsm@hawaii.rr.com

Destination Marketing Association International (DMAI) Annual Convention Location

USA / Hollywood, FL

Start / End

21 July 2010 / 23 July 2010

Provider

Destination Marketing Association International

Contact

kwhite@destinationmarketing.org

press release services

ICHRIE Annual Summer Conference & Marketplace Location

USA / San Juan, Puerto Rico

Start / End

28 July 2010 / 31 July 2010

Provider

The International Council on Hotel, Restaurant and Institutional Education

Contact

conference@chrie.org

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Fairs & E x hibition s : J u LY– AU G U ST, 2 0 1 0

Asia & Pacific

India International Travel Mart - Chennai Location

India / Chennai, Tamil Nadu

Start / End

16 July 2010 / 18 July 2010

Provider

Travel Media Networks

Contact

info@iitmindia.com

Travel & Tourism Fair - Hyderabad Location

India / Hyderabad

Start / End

23 July 2010 / 25 July 2010

Provider

Fairfest Media Limited

Contact

ttfotm@fairfest.com

Travel & Tourism Fair - Calcutta

National Conference on Tourism Futures

Location

India / Calcutta

Start / End

31 July 2010 / 02 August 2010

Provider

Fairfest Media Limited

Contact

ttfotm@fairfest.com

Travel & Tourism Fair - Ahmedabad

Location

Australia / Southbank, Brisbane

India / Ahmedabad, Gujarat

Start / End

05 July 2010 / 07 July 2010

20 August 2010 / 22 August 2010

Provider

Tourism Queensland

Fairfest Media Limited

Contact

info@managementsolutions.net.au

Contact

ttfotm@fairfest.com

Foodpro 2010

Hospitality New Zealand Location

New Zealand / Auckland

Location

Australia / Sydney

Start / End

22 August 2010 / 24 August 2010

Start / End

10 July 2010 / 13 July 2010

Provider

D. M. G. World Media

Provider

dmg world media

Contact

irenesmith@dmgworldmedia.com

Contact

foodpro@dmgworldmedia.com.au

India International Travel Mart - Bangalore

NBTA Asia Pacific Regional Business Travel Conference

Location

India / Bangalore, Karnataka

Location

Australia / Melbourne

Start / End

10 July 2010 / 12 July 2010

Start / End

22 August 2010 / 24 August 2010

Provider

Travel Media Networks

Provider

NBTA Asia Pacific

Contact

info@iitmindia.com

Contact

nbta@nbta.org.au

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Fairs & E x hibition s : J u LY– AU G U ST, 2 0 1 0 Hotelex Beijing Location

China / Beijing

Start / End

25 August 2010 / 27 August 2010

Provider

Shanghai UBM Sinoexpo International Exhibition

Contact

Angela.he@ubmsinoexpo.com

India Travel Mart - New Delhi Location

India / New Delhi

Start / End

26 August 2010 / 28 August 2010

Provider

I Creative Minds

Contact

indiatravelmart@airtelmail.in

Travel & Tourism Fair - Surat Location

India / Surat

Start / End

27 August 2010 / 29 August 2010

Provider

Fairfest Media Limited

Contact

ttfotm@fairfest.com

CIBTM - China Incentive, Business Travel & Meetings Exhibition Location

China / Beijing

Start / End

31 August 2010 / 02 September 2010

Provider

Reed Travel Exhibitions

Contact

fiona.chappell@reedexpo.co.uk

— 61 —

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