Identify real opportunities to attract tourism from new markets
A public tourism promotion agency wanted to understand how its destination was perceived in emerging markets and what factors facilitated or hindered the choice of the country as a holiday option, in order to design more effective strategies.
In my role as KAM, I designed and implemented multiple qualitative and quantitative studies aimed at conducting in-depth interviews in several Latin American countries, exploring destination brand perception, level of awareness, cultural barriers, expectations and traveller motivations.
An international qualitative approach that combined cultural sensitivity and strategic vision, enabling the organisation to anticipate and better connect with new audiences.
