How do you develop sustainable digital marketing capabilities for a destination's public and private tourism stakeholders?
Creating a comprehensive digital analysis framework and training program to help Eswatini Tourism Authority better understand and reach their target markets.
Key Findings
Tool Integration Matters
Combining multiple marketing intelligence tools (SEMrush, Google Analytics) provided more comprehensive market insights.
Stakeholder Training Essential
Success required both public and private sector stakeholders to understand and use digital marketing tools effectively.
Market Segmentation Drives Strategy
Clear market segmentation helped focus digital efforts on highest-potential visitor groups.
The Challenge
Eswatini Tourism Authority needed to:
- Understand current digital visibility
- Analyze competitive position
- Build sustainable monitoring capabilities
- Train public and private stakeholders
- Create practical reporting frameworks
- Identify market opportunities
- Optimize limited resources
Our Approach
We developed a comprehensive digital marketing development program:
Results and Impact
The program delivered several key outcomes:
Key Learnings for Tourism Organizations
Start with Capabilities
Building sustainable digital marketing requires matching tools and strategies to local capabilities.
Focus on Practicality
Training must emphasize practical, immediately applicable skills for both public and private sectors.
Enable Monitoring
Setting up ongoing monitoring frameworks ensures long-term value from digital marketing efforts.