Tourism evaluation seminar for July

How to evaluate the return on investment in marketing and promotion activities will be the focus of an international seminar and workshop to be held in Ocho Rios, Jamaica, in July.

The three-day 'Joint International Seminar and Workshop on Evaluating Tourism Marketing Activities in the Caribbean', aims to improve the skills of the National Tourism Organisations (NTOs) and other tourism companies, in the field of marketing auditing.

"Only by evaluating the return of the investment made and of the activities undertaken, can an organisation target to improve its marketing and achieve a successful and effective administration," said Luther Miller, the director of finance and resource management at the Caribbean Tourism Organisation (CTO).

overview

Delegates attending the July 11-13 seminar and workshop will get an overview of tourism marketing evaluation and existing evaluation methodologies. They will also explore, discuss and apply evaluation methodologies; and discuss current examples of how NTOs evaluate their marketing activities and the results have been achieved.

There will also be practical exercises through which delegates will apply evaluation tools and mechanisms to the main areas of tourism promotion such as media relations, trade relations, advertising and the Internet.

marketing professionals

'The Joint International Seminar and Workshop on Evaluating Tourism Marketing Activities in the Caribbean' is open to marketing professionals and managerial staff with responsibilities in the field of tourism marketing and market research, and who work in different types of institutions including National Tourism Organisations; National Tourism Administrations; Destinations Management Organisations ; Tourism companies from all sectors and Business Associations.

It is being organised by the World Tourism Organisation and the CTO, with funding from the European Commission under the Caribbean Regional Sustainable Tourism Development Programme.

It is being held at the invitation of the Ministry of Tourism, Entertainment and Culture of Jamaica with the support of the Commonwealth Tourism Centre .

'The Joint International Seminar and Workshop on Evaluating Tourism Marketing Activities in the Caribbean' will be held at the Sunset Jamaica Grande in Ocho Rios, Jamaica from July 11-13.