The Bigger Picture

The study shows that all countries collect and distribute market research information but Costa Rica does not appear to do much. All are also heavily involved in the use of the internet for marketing purposes, but some are more advanced with their e-commerce systems than others. It is noticeable that most of the eight countries are competing in much the same markets, especially Western Europe, North America and Japan. In addition, most are pursuing niche market opportunities (with particular emphasis on sports, countryside activities, the environment/ecotourism, culture and history, events and festivals and the conference/incentives market). The lessons for Scotland are:

The changing focus of Ireland''s marketing towards long term high yield and quality tourism as opposed to volume and the similar growth management priorities that have been considered for British Columbia;

The "Know Your Market" system of seminars in Ireland (and Northern Ireland) and how they compare with similar services in Scotland;

The establishment of a Marketing Committee in Costa Rica involving representatives from the Government, ICT and CANATUR;

The commitment in Costa Rica to "educate the mass media" on tourism matters;

The German theme years (eg. their organisation, marketing, impact, etc);

The new links between Germany and China;

The role played by World Heritage status sites in South Africa in creating awareness of new destinations amongst more sophisticated travellers; and

The aggressive marketing techniques of South Africa and the use of ambassadors.