Innovative Marketing Campaign to Attract Tourist in Hospitality Sector

Desired outcome

Our restaurant currently only operates during the summer season and we're looking for ways to extend our open season while widening our target group of customers. To achieve that we need to develop a comprehensive marketing campaign focused on engaging and attracting foreign tourists in Harkány, Baranya County. The campaign in addition to our advantages and gastronomy offers should highlight cultural, historical, and natural attractions, leveraging current market trends and customer behaviors to create a compelling and effective outreach strategy.

Initial Problem Description

Tourism in our region has great potential for growth, yet current marketing efforts fail to effectively reach foreign tourists. The challenge is to analyze the existing market and identify gaps in promoting the destination to this audience. Teams are expected to design a campaign that considers diverse cultural preferences, digital engagement strategies, and the unique selling points of the region. Solutions should address how to make the destination appealing in a competitive global market.

Context

The problem arises in a highly competitive tourism market where destinations are vying for the attention of foreign travelers. With changing consumer behavior and digital transformation, traditional campaigns are becoming less effective. The challenge lies in reimagining marketing efforts that combine trend analysis with innovative campaign design to effectively target and engage foreign tourists, considering their diverse cultural and demographic backgrounds.

Connection to cross-cutting areas

This challenge connects directly to Digitalization, emphasizing the use of digital platforms and AI for targeted marketing. It also supports Sustainability, promoting eco-conscious tourism. Finally, Industry 4.0 principles apply by encouraging advanced technologies like data analytics, AR, and VR to create immersive experiences that resonate with international travelers.

Input

Current trends shaping the tourism industry include the rise of social media and influencer marketing as primary tools for travel decisions. Eco-friendly and sustainable tourism is a growing priority among travelers. Furthermore, virtual tours and personalized digital experiences are increasingly becoming critical components of pre-travel engagement strategies.

Expectations

The campaign should evolve toward personalized, digital-first strategies that consider the target audience's preferences. Teams should explore creative storytelling, innovative use of technology, and culturally inclusive messaging. The ultimate goal is to develop a campaign that is adaptable to multiple regions and generates measurable interest among foreign tourists.

Desired Team Profile

The ideal team includes marketing professionals, digital strategists, and cultural experts who understand diverse audiences. Creative thinkers with experience in tourism or international marketing are essential. Teams must also include individuals proficient in data analytics and digital tools to create innovative and customer-centric campaign solutions.

Additional Information

Teams will be provided with data on: demographic details of potential tourists, insights into customer behaviors and emerging travel trends, current state of marketing and promotion activities. Before beginning the challenge, participants will be given access to detailed information about current marketing practices, successful campaigns, and identified gaps. Data on target audience demographics, customer behavior patterns, and emerging travel trends will also be shared to ensure informed and impactful solutions are proposed.

Related Keywords

• Sustainability
• Communications
• Commercial Communications
• Consumer related
• Food and Beverages