Trends in the Development of Tourism Marketing Communications

Marketing communication has become an integral part of the city development. Coexistence of marketing communications is significantly different from traditional forms of communication used several years ago. Communication environment has become complex and complicated. In today's rising competitiveness in the tourism market it is no longer enough just to create an attractive offer; it needs to be particularly sold to a wide range of target segments through effective marketing communication methods. If the cities wants successfully promote and enforce the competition in the tourism market, they must meet demanding requirements and demonstrate strong creativity that characterizes targeted market segments. For this purpose they are searching for creative and effective ways to inform target groups about attractions, sites and facilities they can offer. Attractiveness of the destination gives special attraction, which is different from other destinations, which makes the market competitive. This involves not only the product, but also marketing and institutional innovations. Responsibility for the development of the managed area lies in hands of municipal authorities that have purposefully communicate with entities in the area, but also beyond, in order to ensure the area prosperity. They must find out what is exceptional, what are their strengths and define they advantage compared to the others. Specific tools used by the representatives of the towns and villages to distinguish them from the competitor's offers the marketing mix, which consists of interconnected tools to realize marketing goals. These tools operate complex as a single entity for each target segment. The basic marketing mix is in the classic marketing literature known as the four P: Product, Price, Place, and Promotion. Ongoing changes and innovations have requested the extension of basic communication marketing mix with new creative trends and tools. Appropriate communication mix elements setup can effectively push the offer to the target segments and be successful against direct or indirect competition. The objective of this paper is to highlight, through the application of a diverse marketing communications mix activities, how it is possible to ensure the success of the city on the tourism market.