Marketing Strategy 2020-2025
25th January 2021
Acorn has been commissied by the Falkland Islands Tourist Board to update the previous Marketing Strategy 2016-2025 (also undertaken by Acorn), which focussed specifically on the period 2016-2018 with a detailed strategy, and included more broad recommendations for marketing in the medium (2019-2021) and long term (2022-2025).
The COVID-19 pandemic has caused unexpected disruption to tourism worldwide, and has effectively left the Falklands without any inbound international visitors in the 2020-2021 season. This strategy takes into consideration the various short, medium and longer term changes that the pandemic is likely to have on tourism in the Falklands. One of these is the acceleration of the use of the Internet by travellers for research and booking of holidays, as well as sharing their experiences.
The uneven disruption of the pandemic around the world also means that source markets are opening up at different rates, and international transportation links are dependent on the situation in the countries they originate from. Hence the Falklands is heavily dependent on the emergence of Latin America from COVID-19 and the opening up of its borders. These are taken into consideration in this new Tourism Marketing Strategy which covers the period 2020-2025, but with detailed focus on the activities to be undertaken during 2020-2022.
