growth from Great Britain to the island of Ireland 2019 2025 - - PowerPoint PPT Presentation

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Dec 15, 2023 351 likes •648 views

Great Britain Market Review A strategy for achieving tourism growth from Great Britain to the island of Ireland 2019 2025 Joan OShaughnessy Chair, Tourism Ireland Katy Best Vice-Chair GB Review Steering Group Commercial Director,

SLIDE 1

Great Britain Market Review

A strategy for achieving tourism growth from Great Britain to the island of Ireland 2019 2025

SLIDE 2

Joan O’Shaughnessy

Chair, Tourism Ireland

SLIDE 3

Katy Best

Vice-Chair GB Review Steering Group Commercial Director, George Best Belfast City Airport

SLIDE 4

Julie Wakley

Head of Great Britain, Tourism Ireland

Naomi Waite

Director of Marketing, Tourism Northern Ireland

SLIDE 5

Great Britain Holidaymaker Revenue Growth 2012 - 2017

REPUBLIC OF IRELAND

+39%

+46%

ISLAND OF IRELAND NORTHERN IRELAND

+86%

SLIDE 6

€538m/ £468m

island of Ireland

Importance of GB Market

SIZE OF MARKET

31%

f all holidaymakers

HOLIDAY SPEND

18%

f all holiday revenue

1.6m

GB holidaymakers

SLIDE 7

Importance of GB Market

SUPPORTS SEASON EXTENSION

Year-round

42%

October -March

SLIDE 8

Building the strategy

AGREED AMBITION

GROW

GB holidaymakers & holidaymaker revenue

DRIVE

regional growth & season extension

SLIDE 9

Building the strategy

EVIDENCE-BASED APPROACH

GB holidaymaker

ACTUAL BEHAVIOURS

GB holidaymaker

NEEDS & MOTIVATIONS OUR STRENGTHS VALUE OVERLAP

SLIDE 10

Building the strategy

STRATEGY

Unlock the potential lifetime value of GB holidaymakers

SLIDE 11

Lifetime value of the GB holidaymaker

77% 77% 77% 77%

STAY LONGER SPEND MORE VENTURE FURTHER

More adventurous when they come back

Warm to island of Ireland Come back – time & time again

57% to RoI 53% to NI

Repeat holidaymakers

SLIDE 12

Unlock the Lifetime value

f GB

holidaymakers Potential holiday revenue growth by 2022

+25%

ISLAND OF IRELAND NORTHERN IRELAND

+33%

REPUBLIC OF IRELAND

+24%

SLIDE 13

Roadmap to success

Tailor communication to GB holidaymaker needs HUB experiences

compelling reasons to go beyond Dublin and Belfast

Identify and build relationships with

GB holidaymakers

Develop access to and access within

to support short breaks

SLIDE 14

Tailor communications to the GB holidaymaker

SOCIAL ENERGISERS CULTURALLY CURIOUS

92%

Independent Holidaymakers come with a partner or small group of adults

66%

come for a short break

f up to 5 nights

65%

SLIDE 15

Tailor communications to GB holidaymaker needs

MOTIVATORS AND TRIGGERS

Stay top of mind Authentic living culture Ease Snippets

EXPERIENCE THAT FIT GB HOLIDAYMAKERS NEEDS

Off season city breaks Shoulder season holidays Activity based experiences

e.g. golf, cycling and walking

SLIDE 16

Tailor communications to GB holidaymaker needs

SUPPORT THE INDUSTRY

Digital Development Programmes Encourage investment Develop GB specific products, experiences & propositions

SLIDE 17

Create hub experiences – compelling reasons to go beyond Dublin and Belfast

GB holidaymaker short-break needs: easy – different, not difficult CONVENIENCE LOTS TO DO NO TIMETABLE

RE- INVIGORATE

Identify and develop Hubs for GB needs Promote hubs in GB

EU city break Staycation Decompress

SLIDE 18

Access within

45k ferry car spaces 24 GB airports 6 Ireland airports 3 Northern Ireland airports 235k weekly air seats

Further develop access to and access within the island – to support GB holidaymakers short break needs

Access to

the island

f Ireland

the island

f Ireland

SLIDE 19

Identify and build ongoing relationships with GB holidaymakers

Supporting the industry Communicating with GB holidaymakers Competitiveness

SLIDE 20

Potential GB Holidaymaker Revenue Growth by 2022

€705m / £613m

ISLAND OF IRELAND

+25%

NORTHERN IRELAND

£116m +33%

REPUBLIC OF IRELAND

€572m +24%

Regional Growth Season Extension

SLIDE 21

Next Steps

Actions & delivery owned by GB Market Review Implementation Group

REPORTING TO

The Department for the Economy in Northern Ireland DTTAS Tourism Leadership Group The Boards of Tourism Northern Ireland and Tourism Ireland and the Authority of Failte Ireland.

Market Insights & Strategy Implementation Session in NI in Autumn 2019

SLIDE 22

Niall Gibbons

Chief Executive, Tourism Ireland

SLIDE 23

John McGrillen

Chief Executive, Tourism Northern Ireland

SLIDE 24

Q&A

Great Britain Market Review

Niall Gibbons Katy Best John McGrillen Naomi Waite Dr Joanne Stuart Julie Wakley

SLIDE 25

Thank You

Great Britain Market Review

SLIDE 26

Steering Group Industry, Trade, Media

Collaboration

SLIDE 27