Transcript WIPO/IP/MCT/05/5

An IP Based Growth Strategy for Oman’s
Tourism
Muscat, February 13 and 14, 2005
Intellectual Property and Economic Development Division
Roya Ghafele, e-mail: [email protected]
Tourism & IP
Chart 2
EXECUTIVE SUMMARY
 Oman’s emphasis on tourism as an important non-oil sector can be observed in the rapid
growth rate of the industry. The current tourist strategy has mainly sought to expand tourist
infrastructure. The target group is the high-income tourist who is assumed to be interested in
sports, luxury & landscape.
 Integrating the IP dimension in the current strategy may help Oman to enhance solid growth
in the sector. The impact of IP is twofold: Geographical indications, collective marks &
certification marks can help Oman to better market the country. Trade secrets & patents on
business processes can foster the overall quality of services in the industry.
 Enriching the current tourist strategy through IP means to put more emphasis on marketing
and the quality of services. To achieve the visions as developed in the plan “tourism 2020”,
Oman may consider to further study tourist demand and the country’s uniqueness. Adequate
IP protection may help to convey the right message to the market.
Source:
Roya Ghafele
Tourism & IP
Chart 3
AGENDA
The Omani Context
Intellectual Property: Key In Tourism
Making Oman Better Off
Tourism & IP
Chart 4
Tourism Contributes to 0.6% of GDP
The Oman Tourist Industry Grows Rapidly...
Total of Guests (in 000)
Total of Foreign Guests (in 000)
Total of Guests from EU & U.S.A. (in 000)
749
626
562
502
436
375
50
1997
Source:
Roya Ghafele, mocioman.gov.om/tourism/statistics.html
1999
2001
Tourism & IP
Oman is ranked among the top 20 fastest growing DAC countries
Chart 5
… Even by International Standards
Arrivals in 1990 (in 000)
Arrivals in 2000 (in 000)
795
Growth Rate 1990 - 2000 (in %)
309%
502
466
236%
2641%
208
194
890%
17
Cambodia
149
Source:
Roya Ghafele, WTO Database, Worldbank Indicators
Myanmar
201%
53
21
El Salvador
160
Oman
Madagascar
Tourism & IP
Chart 6
Oman has developed a sound tourist
strategy...
Protection of the Ecosystem
Development of cultural sights
Active in protecting animals & nature
Marketing
Target Group:
Better off &
better educated
neighboring
countries,
U.S.A, E.U.
Vision 2020
Raise Contribution to GDP to 3%
Raise employment from 37% to 85%
Tourist representative
offices in Russia,
Japan, Italy, Australia,
Dubai, at least
Human Resource Development
22 tour operators
Joint hotel management program with Austria
worldwide
Educate & train tourist professionals
Source:
Roya Ghafele, CBD Secretariat Report 2000
Infrastructure
Development
Double hotel capacity
in next 10 years
Amusement park
Shopping mall
Well functioning
airport
Joint visa with Dubai
Tourism & IP
Linking IP to tourism
Chart 7
… Which Has So Far Not Integrated IP
Oman’s Current Value Proposition
• Self contained resort hotels
• Sand & beaches
• Nature
desert expeditions, mountain
exploration, whales/dolphin/bird
watching
• Cultural attractions
• Sports
Watersports, desert motoring,
weekend mountains
Source:
Roya Ghafele
Does not use
Geographical indications,
collective marks &
certification marks
to brand a place or a
nation
or to convey its
uniqueness
distinctiveness &
credibility
Does not use trade
secrets/ process patents
to guarantee quality of
services
Tourism & IP
Chart 8
AGENDA
The Omani Context
Intellectual Property: Key In Tourism
Making Oman Better Off
Tourism & IP
Chart 9
IP Boosts Tourism
Telling the story of who we are: promoting & positioning in the market
Geographical Indications
Certification Marks
Collective Trademarks
IP
Trade Secrets
Process Patents
(not in all countries allowed)
Developing an intellectual infrastructure:
upgrading know how, skills & business processes
Source:
Roya Ghafele, Simon Anholt
Tourism & IP
Chart 10
Telling The Story Of Who We Are:
New Horizons Through Collective Marks,
Certification Marks, Geographical Indications
Uniqueness:
What distinguishes Oman from other tourist destinations?
• Create new visions
• Convert old perceptions
• Develop a sense of place
• Communicate cultural identity
Customer Segmentation:
• Understand tourist demand
• Manage tourist
expectations
• Motivate tourists to come to
Oman
Source:
Roya Ghafele
Don’t
let others
define who
you are
Brand Sustainability:
• Control image & perception
• Keep promises
• Develop themes in landscape &
cultural sights
• Protect image through IP
Tourism & IP
Chart 11
Developing an intellectual infrastructure:
Upgrading Skills & Protecting Business
Processes
Distinctiveness:
• Superior services
• Safety & quality of Services
Skilled Labor
Source:
Roya Ghafele
Keep your
promises
Efficiency &
Effectiveness of
Services
Tourism & IP
Chart 12
Impact Of An IP Based Tourist Strategy:
Internal
• creates new local pride
• creates respect for
traditional style
• impacts education
• boosts local economy
• revitalizes process of
abandoned cultures
Source:
Roya Ghafele, Walter Santagata, Simon Anholt
External
• increases reputation
• brings safeguards in the market
• increases tourist demand
• boosts investor confidence
• creates actively an international
image
Tourism & IP
Chart 13
AGENDA
The Omani Context
Intellectual Property: Key In Tourism
Making Oman Better Off
Tourism & IP
Chart 14
Stabilizing Oman’s Tourist Strategy
Through IP
Perception in the market
& by Oman itself
Enhanced
business
processes
IP
Oman’s
tourist
strategy
Source:
Roya Ghafele
Tourism & IP
Chart 15
Blueprint For The Short Term
What?
Self
Perception
Why?
How?
Marketing
Define
yourself
Be the
tourists’
dreams
Keep the
promise
Make Oman a unique tourist
destination & competitive in
global markets by fulfilling
tourists’ dreams
Business
Processes
• What distinguishes • Understand tourist
demand
Oman from other
tourist destinations?
• e.g. “Oman, a
fairy tale in white”
• Meet
expectations
• Deliver superior services
“Land of friendly
people & dramatic
landscapes”
Source:
Roya Ghafele
• “Malaysia, truly Asia”
Tourism & IP
Chart 16
Next Steps
Learn
who
you are
Understand
what
tourists want
• Assess cultural
• Issue studies
heritage
on what your
• Understand your
clients want
history
• Review community
perception
Source:
Roya Ghafele
Convey
Ensure
message
IP protection
to stakeholders
• Transmit message
to industry, tourist
operators, tourist
external relations
offices, investors
• Bring them
together for
discussion
Lance
redefined
approach
• Let the world
• Ensure
know who
protection of
certification marks, you are
• Mobilize funds
collective
• Chose ideal
trademarks
communication
& geographical
medium
indications