Germany - Marketing Consulting

Description

The contract concerns the procurement of services of sensitization, consulting and training of tourism organizations and experience providers for the digitalization and implementation of a digital distribution of experience offers in Eastern Bavaria.
This project aims to demonstrate to tourism organisations and small and medium-sized tourism experience providers in the tourism region of Eastern Bavaria (Lower Bavaria and Upper Palatinate) through awareness-raising measures how new technologies, concepts and strategies can be used to their advantage and how the digital service potential along the tourism customer journey can be exploited in the best possible way. Through communication measures (e.g. information and consulting events, web seminars, print and online information media), the tourism organisations and experience providers are to deal with the digitalisation of their products and develop a strategy for implementation. Based on this, the providers are to be motivated step by step to make their products bookable on their own website or even to sell them via external sales channels (regional official tourism websites and professional booking portals). At the end of the project, all responsible persons of the tourism organisations and a majority of the adventure providers should have been sensitised.For this purpose, the project will create support structures that will serve the following 4 sub-objectives:(1) Strengthening regional tourism experience providers by developing strategies adapted to their needs to exploit the opportunities of digitalization,(2) Using the possibilities of digitalization to optimize tourism services,(3) Strengthening the competitiveness of the tourism destinations of Eastern Bavaria by strengthening regional network solutions and by using digital service potentials along the tourism customer journey, and(4) Increasing the attractiveness of the tourism region of Eastern Bavaria by increasing information and convenience for guests through future digital access to experience providers.In view of the large and heterogeneous target group with a low level of digitalisation, a very region-specific and intensive support is necessary to generate a sustainable effect. Therefore, for the 4 destinations of Eastern Bavaria (Bavarian Forest, Bavarian Golf & Spa Land, Upper Palatinate Forest and Bavarian Jura), a project duration until October 2023 is estimated.The service includes the following project phases:1. inventory of the status quo and concept development,2. sensitization of public tourism structures,3. sensitization and digitalization of experience providers,4. evaluation.The aim of the TVO is to qualitatively sensitize experience providers and tourism organizations to the digitalization and bookability of their experience offers. This is also to be achieved and demonstrated with the help of a comprehensive network solution for Eastern Bavaria. By providing a uniform system through the Tourismusverband Ostbayern e.V. (integrated solution), the individual tourism organizations and adventure providers are spared the expense of commissioning their own system solution. In addition, their need for system-related facilities as well as legal framework conditions, such as contract documents and terms and conditions, is eliminated. This also avoids the creation of a patchwork of different systems and the resulting impossibility of networking beyond the company or local level. The region's experience offers are presented to the outside world on the tourism websites of the destinations as well as the sub-organisations and service providers in a uniform appearance and can still be flexibly adapted to the respective website design. A further advantage is that offers can be presented not only for the own place or the direct environment. A network solution thus enables unlimited cross-sale beyond local and regional borders, which benefits and corresponds to the flexibility and mobility of the guest. In addition, digitized bookable experience offers in one system (composite solution) offer the possibility to be made collectively bookable in other applications, i.e. a complete channel management with only one API interface. In order to be perfectly positioned for the tourism market of the future and to take into account the digital habits of the guest, an integrated solution for the entire region is the best choice.The requirements of rural areas were the main focus in the selection of a suitable integrated solution. The experience offers in Eastern Bavaria are neither available in large quantities, nor are they offered at regular intervals. It is therefore often difficult for these experience providers to gain a presence on the digital market. The company feratel media technologies AG has used its one-stop experience shop predominantly in rural regions, which is why their system proved to be the most suitable as a network solution for Eastern Bavaria compared to other providers.

Opportunity closing date

16 April 2021

Value of contract

£100k-1m