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An IP Based Growth Strategy for Oman’s Tourism

An IP Based Growth Strategy for Oman’s Tourism. Muscat, February 13 and 14, 2005 Intellectual Property and Economic Development Division Roya Ghafele, e-mail: roya.ghafele@wipo.int. EXECUTIVE SUMMARY.

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An IP Based Growth Strategy for Oman’s Tourism

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  1. An IP Based Growth Strategy for Oman’s Tourism Muscat, February 13 and 14, 2005 Intellectual Property and Economic Development Division Roya Ghafele, e-mail: roya.ghafele@wipo.int

  2. EXECUTIVE SUMMARY • Oman’s emphasis on tourism as an important non-oil sector can be observed in the rapid growth rate of the 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 sector. 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 means 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 country’s uniqueness. Adequate IP protection may help to convey the right message to the market. Source: Roya Ghafele

  3. AGENDA The Omani Context Intellectual Property: Key In Tourism Making Oman Better Off

  4. Total of Guests (in 000) Total of Foreign Guests (in 000) Total of Guests from EU & U.S.A. (in 000) Tourism Contributes to 0.6% of GDP The Oman Tourist Industry Grows Rapidly... 749 626 562 502 436 375 50 1997 2001 1999 Source: Roya Ghafele, mocioman.gov.om/tourism/statistics.html

  5. Arrivals in 1990 (in 000) Arrivals in 2000 (in 000) Growth Rate 1990 - 2000 (in %) Oman is ranked among the top 20 fastest growing DAC countries … Even by International Standards 795 309% 502 466 236% 2641% 208 194 160 149 890% 201% 17 53 21 Myanmar Oman Cambodia El Salvador Madagascar Source: Roya Ghafele, WTO Database, Worldbank Indicators

  6. Oman has developed a sound tourist strategy... Protection of the Ecosystem Development of cultural sights Active in protecting animals & nature Marketing Target Group: Better off & better educated neighboring countries, U.S.A, E.U. Tourist representative offices in Russia, Japan, Italy, Australia, Dubai, at least 22 tour operators worldwide Infrastructure Development Double hotel capacity in next 10 years Amusement park Shopping mall Well functioning airport Joint visa with Dubai Vision 2020 Raise Contribution to GDP to 3% Raise employment from 37% to 85% Human Resource Development Joint hotel management program with Austria Educate & train tourist professionals Source: Roya Ghafele, CBD Secretariat Report 2000

  7. Linking IP to tourism … Which Has So Far Not Integrated IP Does not use Geographical indications, collective marks & certification marks to brand a place or a nation or to convey its uniqueness distinctiveness & credibility Does not use trade secrets/ process patents to guarantee quality of services Oman’s Current Value Proposition • Self contained resort hotels • Sand & beaches • Nature • desert expeditions, mountain exploration, whales/dolphin/bird watching • Cultural attractions • Sports • Watersports, desert motoring, • weekend mountains Source: Roya Ghafele

  8. AGENDA The Omani Context Intellectual Property: Key In Tourism Making Oman Better Off

  9. IP Boosts Tourism Telling the story of who we are: promoting & positioning in the market Geographical Indications Certification Marks Collective Trademarks IP Process Patents (not in all countries allowed) Trade Secrets Developing an intellectual infrastructure: upgrading know how, skills & business processes Source: Roya Ghafele, Simon Anholt

  10. New Horizons Through Collective Marks, Certification Marks, Geographical Indications Telling The Story Of Who We Are: • Uniqueness: • What distinguishes Oman from other tourist destinations? • Create new visions • Convert old perceptions • Develop a sense of place • Communicate cultural identity Don’t let others define who you are • Brand Sustainability: • Control image & perception • Keep promises • Develop themes in landscape & • cultural sights • Protect image through IP • Customer Segmentation: • Understand tourist demand • Manage tourist expectations • Motivate tourists to come to Oman Source: Roya Ghafele

  11. Upgrading Skills & Protecting Business Processes Developing an intellectual infrastructure: • Distinctiveness: • Superior services • Safety & quality of Services Keep your promises • Efficiency & • Effectiveness of • Services Skilled Labor Source: Roya Ghafele

  12. Impact Of An IP Based Tourist Strategy: Internal External • increases reputation • brings safeguards in the market • increases tourist demand • boosts investor confidence • creates actively an international • image • creates new local pride • creates respect for • traditional style • impacts education • boosts local economy • revitalizes process of • abandoned cultures Source: Roya Ghafele, Walter Santagata, Simon Anholt

  13. AGENDA The Omani Context Intellectual Property: Key In Tourism Making Oman Better Off

  14. Stabilizing Oman’s Tourist Strategy Through IP Perception in the market & by Oman itself Enhanced business processes IP Oman’s tourist strategy Source: Roya Ghafele

  15. Blueprint For The Short Term What? Why? How? Make Oman a unique tourist destination & competitive in global markets by fulfilling tourists’ dreams Define yourself Be the tourists’ dreams Keep the promise Self Perception Marketing Business Processes • What distinguishes • Oman from other • tourist destinations? • Meet • expectations • Deliver superior services • Understand tourist • demand • e.g. “Oman, a • fairy tale in white” • “Land of friendly • people & dramatic • landscapes” • “Malaysia, truly Asia” Source: Roya Ghafele

  16. Next Steps Convey message to stakeholders Learn who you are Understand what tourists want Lance redefined approach Ensure IP protection • Let the world • know who • you are • Mobilize funds • Chose ideal • communication • medium • Assess cultural • heritage • Understand your • history • Review community • perception • Transmit message • to industry, tourist • operators, tourist • external relations • offices, investors • Bring them • together for • discussion • Ensure • protection of • certification marks, • collective • trademarks • & geographical • indications • Issue studies • on what your • clients want Source: Roya Ghafele

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