Marketing Ulaanbaatar as a dynamic city with a nomadic soul

Abstract

Across Asia, destination marketing has become more crucial than ever as the growing importance of tourism to many local economies increases competitiveness between cities. Although tourism in Mongolia was strictly limited by the Communist government before the 1990s, tourism now makes an essential contribution to the national economy with tourist arrivals reaching 471,094 in 2017. Using qualitative interviews with tourism stakeholders and discourse analysis of tourism promotional material, this chapter examines the strengths and weaknesses of tourism development in Ulaanbaatar, Mongolia’s capital. It evaluates its marketing strategies to position itself as a dynamic city with a nomadic soul. The diversified tourism products in Ulaanbaatar, such as the promotion of traditions, cultures, nature, and different events of the city, were investigated and assessed based on Maslow’s hierarchy of needs. Results showed that effective destination marketing strategies were able to fulfill the needs of different tourists and successfully attracted consumers from high-end markets, contributing to increased tourism spending and the GDP of the city. This chapter serves as a timely review of destination marketing in the emerging Asian destination of Ulaanbaatar, demonstrating how cities can boost their competitiveness by promoting their unique natural landscapes, cultures, and festivals to tourists.