Project: CBI Online Marketing Training – Asia

2014 ended with a jam-packed schedule as I joined Onno Roukens from Globally Cool on an eTourism training and consulting project in Asia, coordinated by CBI (the Dutch Ministry of Foreign Affairs). The mission: Conduct training workshops with over 40 tourism SME’s across 5 countries, on the evaluation and opportunities of their websites, social media activities and online strategy. The training formed part of a broader market access programme by CBI. Countries included in the programme are Mongolia, Bhutan, Nepal, Sri Lanka and Myanmar (Indonesia to follow in Q1 of 2015).

Workshop Programme Outline

  • Home Page Best Practices (communicating clear key messages)
  • Website Usability
  • Generating a Content Strategy
  • SEO Current Practices
  • The Value of Blogging
  • Facebook Best Practices
  • Online Video as Marketing Tool
  • LinkedIn as marketing tool (reaching european operators)
  • Measuring Success


While the majority of participants have shown significant technological improvement (use of CMS platforms and marketing tools), the common challenge in all regions included the ability to identify USP’s, formulate key marketing messages for USP’s, establishing online relationships between USP’s and sellable products, and a lack of understanding about the relationship between numerous online marketing tools and the online behaviour of European tourists. The programme followed an interactive and practical structure, with a rating card for each session, allowing participants to identify missed opportunities and potential improvements. Rating cards are ultimately formulated into an action plan, which sets the foundation for distant coaching and guidance.

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