1. Under the Patronage of
Cross River State, Nigeria
Presents
1st
African Tourism Marketing & Investment
Summit presented by Fusion.

2. Vision for ATMIS, Cross River State
Under the direction of the Governors’ office, Cross River State, Nigeria has
demonstrated a committed lead in the development of its tourism potential.
With infrastructure and project developments in progress, the vision to achieve a
leading status in attracting tourism in its broadest sense to Cross River is already
being actualised through a top down vision.
Against this back drop Fusion - Dubai, founders and organisers of the 1st
Middle East
Tourism Marketing Summit METMS 2009 as developed for the Dubai Government
is looking to bring the concept to Cross River in Nigeria in 2010 to support the
vision for growth and to support the increase of awareness and interest from
regional and international investors and industry professionals creating the first
African Tourism Marketing and Investment Summit. The event will be under the
patronage of the State Government to demonstrate its tourism leadership.

3. ATMIS Campaign Dimensions

4. Programming will include
The African Tourism Marketing & Investment Summit programme concept will form an
educational platform.
• Led by a delegation of local, regional and international speakers to include:
• United Nations World Tourism Organization will lead the debate on the importance of the
Green economy and protection of natural resources to support Tourism growth.
International Authors & “Trend Hunters” will reflect international consumer trends to support
tourism strategy in African and Region tourism destinations
• The growing potential for medical tourism within Nigeria as over $200 million of patient spend on
health related travel is leaving the country for other destinations
• Tourism and Travel Marketing
• Panel discussion on the role of international, regional and local media in supporting tourism
strategy development
• Market Research company to look at and talk on intra African travel trends
Cont …

5. Programming
Tourism Investment opportunities in Cross River State – master class session
Working with Governors office an investment programme of potential project
opportunities will be hi lighted at the 1st
African Tourism Marketing and Investment
Summit to attract regional and international interest based against an understanding
of the inward investment opportunities offered by Cross River State.
Programme speaker will be invited to share best practice and a case history of
success, on which a debate and discussion session can then be orchestrated for
participants
Opportunity for input from World Bank and the Nigerian financial sector for funding
options
One on one meetings will be organised for investors to meet with Government
representatives for further ongoing private discussions.

6. Agenda – African Tourism Marketing Summit
Draft agenda which would be finalised on project acceptance.
Time Event Description
9:00 – 9:20 Opening Ceremony Official Welcome
Time: 9.00 – 9.20
Conference Chair & Summit Director:
Speaker: Governor of Cross River State – The Tourism Vision
9:20 – 10:00 Opening Keynote Address
(Session for all delegates)
When Things Get Hot
United Nations World Tourism Organization
Topic: A Look at Eco Tourism and its relevance to marketing in the region. The benefits
of investing in environmentally responsible tourism practices, and examples from current
practices within the region as well as globally.
10:00 – 10:50 Panel Discussion
(Session for all delegates)
Marketing Nigeria's Tourism Potential Working Together
Tourism Leaders from the region.

7. Agenda – African Tourism Marketing Summit
Time Event Description
10.50 – 11.20 Coffee Break
11:20 – 13.00 Workshop Stream 1
(Break-out session)
Session 1 - Time: 11.20 – 12.00
How much can I spend as Marketing Matters?
Moderated by: BBC
Sector representatives:
Topic: CFO’s and Marketing Directors ask – How much can I spend? From a senior-
level marketing and financial perspective, take an in-depth look at how to market
against other challenging markets, especially in a downturn, and how much to spend
to make your marketing really matter.
11:20 – 13.00 Workshop Stream 2
(Break-out session)
Session 1 – Time: 11.20 – 12.00
Social media & marketing
Topic: The use of digital and social marketing tools in today’s business and social
environments; the pro’s and con’s; the do’s and don’ts. Strategic Session.

8. Agenda – African Tourism Marketing Summit
Time Event Description
Workshop Stream 1
Ballroom A
(Break-out session)
Session 2 – Time:12.10 – 13.00
Marketing Luxury in Loss
Speaker: Ian Michael, Prof of Tourism & Travel Marketing, Zayed University
Topic: Marketing for potential luxury lifestyle, retail, culture medical & sporting
options against a world of competition
Workshop Stream 2
Ballroom B
(Break-out session)
Session 2 – Time: 12.10 – 13.00
Marketing Medical Tourism in the Middle East
Presented by: Dr Prem Jagyasi, Managing Director & CEO ExHealth, Dubai
HealthCare City
Topic: The future and growth of medial tourism in the world and how effective
marketing of medical travel can ensure for Nigeria based on investment success
13.00 – 14.00 Lunch

9. Agenda – Middle East Tourism Marketing Summit
Time Event Description
14.00 – 14.40 Speaker Stream 1
Ballroom A
(Break-out session)
From the Gulf to Africa
Topic: Marketing Tourism to the outbound travel markets iin the GCC
14.45 – 15.35 Panel discussion 1
Ballroom A
(Break-out session)
The PR Probe – A journalist’s perspective
Moderated by: The BBC
Topics: Give me the tourism news! How can marketing support the media and how can the region’s PR
improve to boost tourism info and marketing from an editorial point of view? How can pr support a change
of perspective for potential investors and regional tourism

10. Agenda – Middle East Tourism Marketing Summit
5 November 2009 cont ..
Time Event Description
14.45 – 15.35 Panel discussion 2
Ballroom B
(Break-out session)
Executives in the Hot Seat!
Participants:
•PR Representative
•Advertising Media Representative
•Online & social media representative:
Topic –Dissecting the integrated approach to Tourism Marketing
15.35 – 16.00 Coffee Break Coffee Break
16.00 – 16.40 Speaker presentation
Ballroom A
(Session for all delegates)
Re-Branding destinations
Speaker: Brand Dubai
Topic – The challenges of re-branding a location in the Middle East and leanings for
African destintaions

11. Agenda – African Tourism Marketing Summit
Time Event Description
16.40 – 17.20 Speaker presentation
Ballroom A
(Session for all delegates)
The Meaningful Economy: How will African Tourism Thrive?
Speaker: International author, Daniel Levine
Daniel will look at how Africas tourism will thrive from economic change and shifting
consumer behavior? How have changing economic times affected consumers'
values and attitudes? What is motivating them to make tourism, leisure and lifestyle
decisions? Based on thoughtful new research from Levine's forthcoming book,
Daniel will demonstrate how successful retail businesses will not just survive, but
thrive, by embracing change to turn current economic challenges into profitable
opportunities.
17.20 Closing Address
Ballroom A
Closing & Thanks
Summit programme concludes
18.00 – 20.30 ATMS Cocktail Networking
Reception

12. Return on Investment –
Summit branding & exposure opportunities

13. Brand Association for ATMS partners
• Participation in Government-supported event;
• Branding to a targeted audience (approx 400 delegates) - 80% local & regional
industry professionals. These include (but are not limited to) VPs and senior
management of:
– Hotels & Airports
– Ministers of tourism in Nigerian Federal and State level
– Luxury and retail professionals
– Sales and Marketing Directors, and PR professionals;
• Proactive placement at the forefront of key African marketing decision-makers;
Cont…

14. Example of
Return on Investment for 2010 event –
Media, PR & Marketing Activities and Reach

15. Guaranteed media value & reach
The METMS Summit confirmed more than US$1 million worth of local & international
PR coverage. Fusion would look to generate a similar level of support for ATMS and
Cross River through TV, press and online coverage.
As example for METMS
Audience reach is estimated at 424,834,200. Key media partner figures are as follows:
• Print – The National/Al Ittihad: 3,000,000 +
• Print – industry sector magazines: 220,000
• Broadcast – BBC: 257 million (Middle East)
• Broadcast – Al Arabiya: 60,000,000
• Online – Maktoob.com: 100,000,000

16. Expected PR Editorial coverage
From Fusion’s previous experience in similar campaigns, we know that we can
expect approximately $1.1 million of editorial coverage through generated PR
activities.
Global coverage through strategic PR plan
Media & Website
• Monthly media releases distributed to local
& international media
• Advertising – full-page ad placements with
media partners
• ATMS website includes a full Summit overview &
has already registered interest from potential delegates &
partners
•

17. Proposed next actions
This presentation provides an overview of some of the planning and actions regarding
the first proposed African Tourism Marketing and investment Summit proposed to
Cross River State, Nigeria – the leader in Tourism for Nigeria.
Following initial consideration and discussion a detailed timeline and budget would be
prepared and presented. Commencement of planning would be required by
January 2010 to deliver the event with pr and media relations work commencing
with a press announcement for the local, regional and international media January
09.
The organisers would propose to hi light the Summit at the Arabian Travel Market in
Dubai May 2010 and use this event as a platform to promote Cross River and raise
awareness of the States tourism product and upcoming Summit agenda.
• Feyi Ishola. Summit Director, fishola@fusion-mgt.com