Case Study Assignment: Revitalizing Tourism in the Archipelago of San Andres
Objective
As a marketing consultant, develop a comprehensive strategy to increase visitor numbers to the Archipelago of San Andres, Old Providence, and Santa Catalina Islands, addressing the recent decline in air services.
Background
The islands attract approximately one million tourists annually, generating revenue from tourist cards ($35 per person). However, the departure of key airlines, including American Airlines and several regional Colombian carriers, has impacted accessibility and tourism. Access folder (San Andres and Providence Island) for background.
Assignment Tasks
- Situation Analysis: Assess the current market situation, identifying challenges, opportunities, and target audience characteristics.
- Marketing Objectives: Set specific, measurable goals for increasing visitor numbers and revenue.
- Airline Partnership Strategies: Develop proposals to attract new airlines or revive existing routes.
- Promotional Campaigns: Design marketing campaigns to promote the islands as a tourist destination, leveraging digital channels, social media, and local partnerships.
- Tourist Card Revenue Optimization: Explore opportunities to maximize revenue from tourist cards, consider pricing strategies, package deals, or bundled services.
- Implementation Plan: Outline a detailed plan for implementing your strategies, including timelines, budgets, and key performance indicators (KPIs).
Deliverables
- A written report (max. 3,000 words) addressing the tasks above.
- Appendices, including: