Marketing & Management Plan
Strategic marketing and management recommendations made throughout this document focus on achieving the following goals:
1. Increase sustainable tourism at the featured World Heritage sites
**2. Increase the length of stay and tourism expenditure in featured destinations **
3. Raise financial and in-kind support for World Heritage sites and programmes
Many stakeholders and advisers provided valuable inputs and recommendations to help shape this plan through a series of workshops. Participants included the European Commission, World Heritage site managers and authorities, European Travel Commission (ETC), heritage management authorities and organisations, tourism industry stakeholders, local communities, heritage sustainable tourism experts, and media professionals.
This marketing and management plan was created specifically to correspond with the launch of the website in time for the 2018 EU/China Year of Tourism and the 2018 European Year of Cultural Heritage. This plan should be considered a living document, and be updated annually with ongoing feedback and inputs from programme stakeholders and analysis of key performance indicators.