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OECD Tourism Papers

This series is designed to make available to a wider readership selected studies drawing on the work of the OECD Tourism Committee (www.oecd.org/cfe/tourism). OECD Tourism papers address issues such as trends and policies, innovation, sustainability, skills and statistics. The series complements OECD tourism publications, and aims to share knowledge, stimulate discussion and analysis on specific topics and obtain feedback from wider interested audiences on specific topics.

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A review of the policy framework for tourism marketing and promotion

The development of the visitor economy faces challenges not only from global economic conditions, reduced budgets, fluctuating exchange rates, but also deeper underlying economic and technological shifts which create further market turbulence. In response, new models for linking tourism policy, tourism marketing and product development, including digital strategies are being explored in a number of countries. The report examines some of the current challenges and opportunities for public authorities responsible for the marketing and promotion of tourism, including evolving funding sources, partnership opportunities, promotion strategies, and governance arrangements. The report benefitted from significant contributions from 16 countries: Australia, Denmark, Estonia, Finland, France, Iceland, Israel, Italy, Latvia, Philippines, Poland, Portugal, Slovenia, Sweden, South Africa, and the United Kingdom. Country case studies provide examples of policy and business initiatives to address current and emerging challenges.

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