Great Britain Market Review A strategy for achieving tourism growth from Great Britain to the island of Ireland 2019 2025
Joan O’Shaughnessy Chair, Tourism Ireland
Katy Best Vice-Chair GB Review Steering Group Commercial Director, George Best Belfast City Airport
Julie Wakley Head of Great Britain, Tourism Ireland Naomi Waite Director of Marketing, Tourism Northern Ireland
Great Britain Holidaymaker Revenue Growth 2012 - 2017 ISLAND OF IRELAND +46 % NORTHERN IRELAND REPUBLIC OF IRELAND +86% +39%
Importance of GB Market SIZE OF MARKET HOLIDAY SPEND €538m/ 1.6m £468m GB holidaymakers 31% island of Ireland of all holidaymakers 18% of all holiday revenue
Importance of GB Market SUPPORTS SEASON EXTENSION Year-round 42% October -March
Building the strategy AGREED AMBITION GROW DRIVE GB holidaymakers & regional growth & holidaymaker revenue season extension
Building the strategy EVIDENCE-BASED APPROACH GB holidaymaker ACTUAL BEHAVIOURS OUR VALUE OVERLAP STRENGTHS GB holidaymaker NEEDS & MOTIVATIONS
Building the strategy STRATEGY Unlock the potential lifetime value of GB holidaymakers
Lifetime value of the GB holidaymaker Warm to island of Ireland Come back – time & time again 77% Repeat holidaymakers 57% to RoI 53% to NI 77% More adventurous when they come back 77% STAY SPEND VENTURE 77% LONGER MORE FURTHER
Potential holiday revenue growth by 2022 +25 % ISLAND OF IRELAND Unlock the Lifetime value of GB holidaymakers REPUBLIC OF IRELAND NORTHERN IRELAND +24% +33%
Roadmap to success Tailor Develop Identify and HUB experiences communication access to build compelling reasons to to GB and access go beyond Dublin and relationships with holidaymaker within Belfast GB holidaymakers needs to support short breaks
Tailor communications to the GB holidaymaker 92% Independent Holidaymakers 66% CULTURALLY CURIOUS come with a partner or small group of adults SOCIAL ENERGISERS 65% come for a short break of up to 5 nights
Tailor communications to GB holidaymaker needs EXPERIENCE THAT FIT GB HOLIDAYMAKERS NEEDS MOTIVATORS AND TRIGGERS Off season city breaks Stay top of mind Shoulder season holidays Ease Activity based experiences Snippets e.g. golf, cycling and walking Authentic living culture
Tailor communications to GB holidaymaker needs SUPPORT THE INDUSTRY Digital Development Programmes Encourage investment Develop GB specific products, experiences & propositions
Create hub experiences – compelling reasons to go beyond Dublin and Belfast GB holidaymaker short-break needs: Identify and develop easy – different, not difficult Hubs for GB needs Staycation CONVENIENCE Promote hubs in GB RE- INVIGORATE NO LOTS TIMETABLE TO DO Decompress EU city break
Further develop access to and access within the island – to support GB holidaymakers short break needs 24 GB airports Access 6 Ireland airports to 3 Northern Ireland airports the island of Ireland 235k weekly air seats Access 45k ferry car spaces within the island of Ireland
Identify and build ongoing relationships with GB holidaymakers Communicating Supporting the with GB Competitiveness industry holidaymakers
Potential GB Holidaymaker Revenue Growth by 2022 ISLAND OF IRELAND €705m / £613m +25% NORTHERN IRELAND REPUBLIC OF IRELAND £116m +33% €572m +24% Season Extension Regional Growth
Next Steps Actions & delivery owned by GB Market Review Implementation Group REPORTING TO The Department for DTTAS Tourism The Boards of Tourism the Economy in Leadership Group Northern Ireland and Northern Ireland Tourism Ireland and the Authority of Failte Ireland. Market Insights & Strategy Implementation Session in NI in Autumn 2019
Niall Gibbons Chief Executive, Tourism Ireland
John McGrillen Chief Executive, Tourism Northern Ireland
Great Britain Market Review Q&A Niall Gibbons Naomi Waite Katy Best Dr Joanne Stuart John McGrillen Julie Wakley
Great Britain Market Review Thank You
Collaboration Industry, Trade, Media Steering Group
Roadmap to success
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