Expert to discuss tourism-centric strategies for shopping centres during MECSC seminar

This will be part of the central theme during the two-day workshop for the retail real estate industry which will be held at the Kempinski hotel, Mall of the Emirates on December 5 and 6. The event 'Capitalising on Travel and Tourism Markets' is organised by the Middle East Council of Shopping Centres (MECSC).

The extensive marketing seminar and workshop will help industry professionals from across the Middle East region rethink strategies and reposition their centres to thrive in the shopping mall industry which is clearly on a growth path, mainly driven by a healthy tourism sector.

"There are so many different tourism market segments and so many different ways to reach the various segments, that you must be very strategic in your thinking to most effectively capture the tourism" said Carolyn J. Feimster, President and founder of CJF Marketing International (CJFMI), who will lead the seminar.

Carolyn also holds the International Council of Shopping Centers (ICSC) Senior Certified Marketing Director (SCMD) designation and is a recipient of the ICSC Trustees Distinguished Service Award.

"Also, it usually takes a professional, a well thought-out plan presented to your ownership to sell your programs. And finally, a strategic plan provides for a system of evaluation, which is the only way you can track, monitor, evaluate and improve your programmes," she added.

The two-day course outline includes the importance of market research and development of a tourism marketing plan which will follow an introduction to world wide trends in tourism. Subjects also include Marketing/ sales of tourism, partnerships in tourism, and developing/ tracking results.

"Strategic tourism marketing can be one of the greatest opportunities for incremental sales in a shopping centre. The shopping component, when properly promoted can enhance the visitor experience,"

said Kim Redman, Regional Director, MECSC.

"To keep up the standards and services of the malls, it is necessary to encourage industry professionals to update their knowledge through training and development programmes," she added.

Carolyn J. Feimster, SCMD, has over 27 years of retail, economic development, tourism development and shopping centre experience including: regional malls, specialty centres, community centres, power centres, urban entertainment centres, downtown retail districts and commercial districts. Her work has included developing and implementing business, economic development, marketing and tourism plans and implementation of a variety of training programmes and seminars.