Mongolia Adventure Tourism Marketing Strategies

The Mongolian National Tourism Organization (MNTO) wished to develop adventure tourism in the country’s five Western aimags. Vital Wave’s Sustainable Tourism practice lead, Christina Heyniger, led a team that identified products and services that could be developed to attract more international visitors, positively impacting the local and national economies. The project involved literature and field research, interviews with key stakeholders, and an 18-day inventory analysis throughout Mongolia. Vital Wave’s team evaluated adventure resources, identified existing and potential tourist attractions and suggested new itineraries for promotion. The team then recommended a series of marketing tactics for various levels of investment over a 10-year time span to attract North American and European adventure tourists. Elements of a branding and positioning campaign were introduced to differentiate Western Mongolia from other destinations by highlighting its distinctive nomadic culture, vibrant traditions, and diverse eco-systems and landscape.

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