An IP Based Growth Strategy for Oman's Tourism.ppt

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1、An IP Based Growth Strategy for Omans Tourism,Muscat, February 13 and 14, 2005 Intellectual Property and Economic Development Division Roya Ghafele, e-mail: roya.ghafelewipo.int,EXECUTIVE SUMMARY,Omans emphasis on tourism as an important non-oil sector can be observed in the rapid growth rate of the

2、 industry. The current tourist strategy has mainly sought to expand tourist infrastructure. The target group is the high-income tourist who is assumed to be interested in sports, luxury & landscape. Integrating the IP dimension in the current strategy may help Oman to enhance solid growth in the sec

3、tor. The impact of IP is twofold: Geographical indications, collective marks & certification marks can help Oman to better market the country. Trade secrets & patents on business processes can foster the overall quality of services in the industry.Enriching the current tourist strategy through IP me

4、ans to put more emphasis on marketing and the quality of services. To achieve the visions as developed in the plan “tourism 2020”, Oman may consider to further study tourist demand and the countrys uniqueness. Adequate IP protection may help to convey the right message to the market.,Source: Roya Gh

5、afele,The Omani Context Intellectual Property: Key In Tourism Making Oman Better Off,AGENDA,The Oman Tourist Industry Grows Rapidly.,Source: Roya Ghafele, mocioman.gov.om/tourism/statistics.html,Tourism Contributes to 0.6% of GDP,1997,1999,2001,502,626,50,562,749,436,375, Even by International Stand

6、ards,Source: Roya Ghafele, WTO Database, Worldbank Indicators,Oman is ranked among the top 20 fastest growing DAC countries,Cambodia,El Salvador,Myanmar,Oman,Madagascar,17,21,194,149,53,466,160,502,208,795,2641%,309%,890%,236%,201%,Oman has developed a sound tourist strategy.,Source: Roya Ghafele, C

7、BD Secretariat Report 2000,Vision 2020 Raise Contribution to GDP to 3% Raise employment from 37% to 85%,Protection of the Ecosystem Development of cultural sights Active in protecting animals & nature,Infrastructure Development Double hotel capacity in next 10 years Amusement park Shopping mall Well

8、 functioning airport Joint visa with Dubai,Human Resource Development Joint hotel management program with Austria Educate & train tourist professionals,Marketing Target Group: Better off & better educated neighboring countries, U.S.A, E.U.Tourist representative offices in Russia, Japan, Italy, Austr

9、alia, Dubai, at least 22 tour operators worldwide, Which Has So Far Not Integrated IP,Source: Roya Ghafele,Linking IP to tourism,Does not use Geographical indications, collective marks & certification marks to brand a place or a nation or to convey its uniqueness distinctiveness & credibilityDoes no

10、t use trade secrets/ process patents to guarantee quality of services,Self contained resort hotelsSand & beaches Nature desert expeditions, mountain exploration, whales/dolphin/bird watchingCultural attractions Sports Watersports, desert motoring, weekend mountains,Omans Current Value Proposition,Th

11、e Omani Context Intellectual Property: Key In Tourism Making Oman Better Off,AGENDA,IP Boosts Tourism,IP,Geographical Indications,Certification Marks,Collective Trademarks,Trade Secrets,Process Patents (not in all countries allowed),Developing an intellectual infrastructure: upgrading know how, skil

12、ls & business processes,Telling the story of who we are: promoting & positioning in the market,Source: Roya Ghafele, Simon Anholt,New Horizons Through Collective Marks, Certification Marks, Geographical Indications,Source: Roya Ghafele,Telling The Story Of Who We Are:,Dont let others define who you

13、are,Uniqueness: What distinguishes Oman from other tourist destinations?Create new visionsConvert old perceptionsDevelop a sense of placeCommunicate cultural identity,Customer Segmentation:Understand tourist demandManage tourist expectationsMotivate tourists to come to Oman,Brand Sustainability:Cont

14、rol image & perceptionKeep promisesDevelop themes in landscape & cultural sightsProtect image through IP,Upgrading Skills & Protecting Business Processes,Source: Roya Ghafele,Developing an intellectual infrastructure:,Keep your promises,Distinctiveness:Superior servicesSafety & quality of Services,S

15、killed Labor,Efficiency & Effectiveness of Services,Impact Of An IP Based Tourist Strategy:,Source: Roya Ghafele, Walter Santagata, Simon Anholt,Internal,External,creates new local pridecreates respect for traditional styleimpacts educationboosts local economyrevitalizes process of abandoned culture

16、s,increases reputationbrings safeguards in the marketincreases tourist demandboosts investor confidencecreates actively an international image,The Omani Context Intellectual Property: Key In Tourism Making Oman Better Off,AGENDA,Stabilizing Omans Tourist Strategy Through IP,Source: Roya Ghafele,Oman

17、s touriststrategy,IP,Enhanced business processes,Perception in the market & by Oman itself,Blueprint For The Short Term,Source: Roya Ghafele,Make Oman a unique tourist destination & competitive in global markets by fulfilling tourists dreams,Define yourself,Be the tourists dreams,Keep the promise,Wh

18、at?,Why?,How?,Self Perception,Business Processes,Marketing,What distinguishes Oman from other tourist destinations?,Understand tourist demande.g. “Oman, a fairy tale in white”“Land of friendly people & dramatic landscapes”“Malaysia, truly Asia”,Meet expectationsDeliver superior services,Next Steps,S

19、ource: Roya Ghafele,Learn who you are,Convey message to stakeholders,Ensure IP protection,Lance redefined approach,Understand what tourists want,Assess cultural heritageUnderstand your history Review community perception,Issue studies on what your clients want,Transmit message to industry, tourist operators, tourist external relations offices, investorsBring them together for discussion,Ensure protection of certification marks, collective trademarks & geographical indications,Let the world know who you are Mobilize fundsChose ideal communication medium,