Go Mongolia 2023–2025: The Role of Tourist Campaign
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This study examines and analyzes the strategic planning, implementation, and impact of the Go Mongolia 2023–2025 national tourism campaign implemented by the Government of Mongolia as part of its post-pandemic economic recovery policy, and is a study that can serve as an example for countries with low tourist arrivals, despite the basic conditions for traveling like Mongolia. The campaign was one of the most comprehensive and comprehensive initiatives among tourism promotion policies implemented in Mongolia in recent years, and is characterized by the use of integrated marketing communications (IMC), segmentation-target market-positioning (STP) strategies, digital advertising, and a centralized governance system implemented under the leadership of the Prime Minister. This paper explores through qualitative document analysis, secondary statistics, and case studies, its theme concerning the framework of policies, organizational structure, branding strategies, as well as tourism outcomes. The above case study reveals that it has significantly improved international tourist visits, raised the national image and position, as well as generated additional revenues related to tourism. However, it also reveals that it faces structural impediments, which include poor development, lack of cyber capacity, as well as seasonal patterns, to fully support growth. Finally, this study provides theoretical significance to the study of tourism campaigns and proposes practical policy recommendations for further national branding and policy strategy development.
Abstract
This study examines and analyzes the strategic planning, implementation, and impact of the Go Mongolia 2023–2025 national tourism campaign implemented by the Government of Mongolia as part of its post-pandemic economic recovery policy, and is a study that can serve as an example for countries with low tourist arrivals, despite the basic conditions for traveling like Mongolia. The campaign was one of the most comprehensive and comprehensive initiatives among tourism promotion policies implemented in Mongolia in recent years, and is characterized by the use of integrated marketing communications (IMC), segmentation-target market-positioning (STP) strategies, digital advertising, and a centralized governance system implemented under the leadership of the Prime Minister. This paper explores through qualitative document analysis, secondary statistics, and case studies, its theme concerning the framework of policies, organizational structure, branding strategies, as well as tourism outcomes. The above case study reveals that it has significantly improved international tourist visits, raised the national image and position, as well as generated additional revenues related to tourism. However, it also reveals that it faces structural impediments, which include poor development, lack of cyber capacity, as well as seasonal patterns, to fully support growth. Finally, this study provides theoretical significance to the study of tourism campaigns and proposes practical policy recommendations for further national branding and policy strategy development.