Quality Mark Practical implementation Experience and results from

Quality Mark: Practical implementation Experience and results from Bulgaria Regional Tourism Workshop Hotel Bellevue, Ohrid, Macedonia, September 23, 2008 Alexander Babinov RCI Bulgaria

Case Study Getting going Running the programme The costs of implementation Measuring Results

Why did we do it? ü ü ü Increase competitive advantage Attract a new type of tourist Tell travellers a business is professional & offers a true Bulgarian experience

Benefits for our tourism providers ü The systems behind the Quality Mark will help to improve quality ü Improve operator’s market position ü Improve profile & attract more profitable customers

How we started Began as a USAID programme Hired international consultants Later we set up a new independent industry body to own & manage the Quality Mark Set up a Licensing Committee Set up Assessment programme run by independent professional Assessors Scorecard & the feedback process Independent customer research Mystery checks

Awards of three grades…. bronze, silver gold Grades to reward excellence …roses of distinction

The LOGO A modern rose of natural beauty & elegance A coin inspired of ancient Thrace A coin of precious metal evoking quality, substance & value

Marketing Web site Print Guide Extensive media & PR activity: articles “Famil” Trip for 6 journalists direct mail Trade Shows and special exhibitions

Marketing Launch – ceremony Study Trip

Governance From the beginning, how you understand your Quality Mark could be owned and managed for ongoing sustainability Once underway, begin to Research governance models Establish the best organisation and processes to protect your Quality Mark

Options for running the programme üEstablishing an NGO, with a stand alone office, with a small team Led from within an exiting organisation (Tourism Agency) Some sort of joint-venture, or PPP (Private - public partnership) A “not for profit organisation or an Association Company funded by the private sector (usually a risk as independence for important for credibility) The sorts of factors you will need to consider are: Governance Legal Status of organisation IP of Quality Mark, who owns it, who manages the programme Protection of protocols

Running the programme üFunding profile Relationship with donors / funders / partners Costs of running the programme Opportunities for self generated income Contractual agreements for the delivery of services Human Resource Number of Staff, roles and responsibilities Operations Delivering Business Plan Licensee systems, processes and services Assessors’ programme IP management Promotional campaigns, Services to licensees Establishing an Association

Results a year on…. ü Programme firmly established ü Assessors trained and robust Assessment programme ü Critical mass of licensees…: with more applying û 10 accommodations with Gold Award, û 24 accommodations with Silver Award û 36 accommodations with Bronze û 70 Total Awards û Roses of Distinction û 15% failed û 10 pending licenses

Increase in revenues ü Accommodation owners reported increase in higher paying guests ü Accommodation owners reported US$17, 397 , an average of 18% increase, as a result of introducing 11 new services and attracting 401 new tourists ü Business from local tourists (guidebooks were only distributed within the country) has increased by approximately 11% ü 11 new jobs created, 67 sustained

Marketing ü All materials produced ü Attendance at 2 Fairs (Berlin & Hamburg)1 International journalists ü Famil trip ü High in-country publicity achieved, media articles published ü Created Internet Site (informational) ü Page Visits not monitored

Training & Skills development ü Training for Operators (workshops and materials) ü 10 day Study Trip to Slovenia & Croatia ü Accommodation owners reported benefits of training and capacity building ü Two tourism operators participated in EU standards certification programs, HACCP ü Training for Assessors (workshops and materials, ongoing training) ü Assessors learnt new skills and boosted revenues ü Training in organisational development – ü Steering Group ü Licensing Committee

Institution building / Governance ü Fully functioning Non-profit organisation established, registered ü describe ü QM protected for IP

Time & People resources ü Minimum one year is needed to have some impact It is suggested that 8 months is needed to lay the foundations for the program that will leave sustainable legacy going forward with a fully functional organization owning, managing and extending the programme ü Core in-country team of two people is recommended - one leading the programme and working with RCI advisors, one managing the Assessment and certification element of the programme and sub-contracts. ü (Note Assessors manage all of their own admin liaising with accommodations) ü Administration person is recommended. Many of the elements can be outsourced - branding and marketing, Assessment, and training. This can be managed through

Costs ü Assessments (outsourced) - at least 50 assessments must be done in this period ü Cost recommended US$300 per assessment based on 1. 5 days per assessment (4 hour assessment, 4 hour preparation and writing final Report, half day for travel TOTAL US 15, 000 ü Expenses (70 x US$50 =US$3500)Note consultancy - training for Assessors (some provided by RCI or outsourced but estimated at 13 days based on 2 days preparation, 3 days training, 3 days on road with Assessors, 2 days travel, 2 days auditing initial Assessor reports, 1 day report to Licensing Committee TOTAL US 3500

Marketing materials (outsourced) Other ü Based on design of Quality Mark, corporate needs such as Folders for Information Packs for participants, Assessors, Media and stakeholders, Presentation stands ü Promotional materials: design and printing of general Flyer, Postcards, Car stickers, Certificates, Scorecards Quality Mark Print Directory (outsourced) (recommended to be sponsored to reduce costs) TOTAL COST US$32, 000 ü Internet site with booking portal being provided by RCI, country can choose to create new site or work with existing provider such as local Tourism Organisation to reduce costs TOTAL COST US$19, 000 Media / public relations Launch Ceremony US$2000 US$4, 000 Discretionary International Fair participation (2 different fairs), where the Quality Mark was exhibited (US$27, 000)

web site

Study Trip (based on 10 days, 16 participants) Total USD 23, 000

Legal costs Protect the Quality Mark Check the protocols Legal Costs US$2, 500 Intellectual Property US$2, 500 Running office today Staff Revenue

THANK YOU