Destination Marketing

Problem

Enterprise Estonia, being responsible for Estonian tourism sector development, was looking for quick ways to attract more foreign visitors to Estonia and means to increase their average spend when they have arrived. Given the ever-increasing popularity of Internet as a source for travel related information among consumers, Enterprise Estonia decided to focus on campaigning and advertising with powerful and compelling online presence.

Solution

Enterprise Estonia decided to implement Webmedia’s Destination Management Solution because it offers outstanding web based promotional capabilities (including consumer enrollment through popular social networks) as well has back-office modules that streamline the whole content management process’ to keep maintenance costs low.

Webmedia Destination Marketing was chosen for its:

• Wide ranging practical country information
• Travel planning database
• MyCountry: personalized interactive trip-planning, from transportation to restaurant reservations
• Integration with interactive map application, including pictures and exact location-information
• Interactive route guides
• Web2.0 applications (blogs, interactive data sharing, information feeds)
• User generated content and multimedia

Results

The implementation project delivered the first version of www.visitestonia.com in no more than 93 days, and on the 6th month from project start, the site was attracting over 5 times more monthly unique visitors than the old solution, directly resulting in 12% more foreign visitors to Estonia in December 2009 compared to the previous year. The following months have demonstrated the same increase in foreign visitor numbers as December!