TravelDailyNews
E-marketing, market intelligence, operational excellence are the keys to the success of European tourism in the years ahead
"The ETC is currently engaged in an ambitious project to develop a new European tourism portal visiteurope.com, known officially as the `European Tourism Destinations` portal. The development phase of the project started in April of this year. Development and construction of the portal is being funded by the European Union, through its IDA Programme. ETC will take over operation of the new visiteurope.com site when it goes online in late 2005...
An essential component of ETC`s marketing efforts must be to develop `Brand Europe`. Europe already has an identity - as is reflected in the `Image of Europe in North America` study - but this not the same as being a brand. Developing a brand identity requires defining what makes Europe different from other holiday destinations: what themes or values characterize `Brand Europe`, what Europe`s unique selling proposition (or USP) is. Developing `Brand Europe` goes to the core of motivating and exciting potential guests. And a strong brand identity will imbue ETC marketing efforts with greater impact and consistency."
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