Wild Atlantic Way Update 2016 Presented by Suzanne Trehy Client - - PowerPoint PPT Presentation

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Wild Atlantic Way Update 2016 Presented by Suzanne Trehy Client - - PowerPoint PPT Presentation

Mar 31, 2023 147 likes •500 views

Wild Atlantic Way Update 2016 Presented by Suzanne Trehy Client Services Manager The Wild Atlantic Way what and why? Where Land Meets Sea Wild Atlantic Way Vision To create a world class, sustainable and un-missable experience brand

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Wild Atlantic Way Update 2016

Presented by

Suzanne Trehy Client Services Manager

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The Wild Atlantic Way …what and why?

“Where Land Meets Sea”

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Wild Atlantic Way Vision

To create a world class, sustainable and un-missable experience brand that engages and energises the visitor so that they become powerful advocates and leave them wanting to return for more.

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The Customer

Four Markets

UK US Germany France

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The Customer

Two segments

Curiously Cultural Great Escaper

  • Self directed exploration
  • Broadening the mind
  • Learning something new
  • Getting under the skin of a

place

  • Authenticity
  • Avoiding “touristy”

environment and activities

  • Want to do and see a lot
  • Bond with their loved
  • nes
  • Have down time and

rebalancing

  • Being surrounded by

natural beauty

  • Being active outdoors
  • The feeling of being

removed from their normal everyday lives

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Wild Atlantic Way well established in Ireland

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Industry Briefings & Business Development Platforms

80 International Buyers 8 Events & 1,000 + Businesses

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Growing International Awareness

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WAW App & Social Media Platforms

35,000 Followers 77,500 Fans 23,500 Followers 42,733 APP Downloads

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  • Insert text and images
  • WAW banner is the default background for all slides

Zones of the Wild Atlantic Way

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AWARDS & ACCOLADES

 Best Tourism Initiative 2014 {Chambers Ireland}  National Impact Award {Lama Awards 2014}  Best Tourism App {Appy Awards 2014}  President’s Prize {Irish Landscape Institute Awards 2015}  Best in Digital Geography & Location – Based Services {Eirgolden Spider Awards 2015}  Best in Travel Sport Leisure & Tourism {Eirgolden Spider Awards 2015}  Love Radio Awards 2015 – Best Collaboration between Radio Station & Agency for Tubridy 2FM Tour in Summer 2015  Irish Planning Institute National Awards 2016 – Winner Tourism & Economic Development category

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Discovery Points Branding & Interpretation

188 Locations including Off Shore Islands Photo Points & Story Boards

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Derrygimlagh Signature Discovery Point

Opening Spring 2016

Fanad Head Lighthouse & Visitor Facilities

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Derrygimlagh Signature Discovery Point

Opening Spring 2016

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Signature Discovery Points Connemara Cultural Centre @ Pearse’s Cottage

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Building Industry

Capability

Targetting & Winning New International Business Excellene in Front Office Selling Building Opportunities to Maximise Sales (3 modules) Extending the Season Champion Visitors Welcome Tourism Sales & Marketing in a Mobile World Content Development

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Activation of our LinkedIn Forum – have you joined ?

How members can contribute:  Exchange thoughts and ideas with other businesses.  Share content that members find interesting/useful.  Pose questions to the group or answer someone else’s question.  Provide feedback to the Wild Atlantic Way team.

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2016 Priorities

  • Drive international awareness of the Brand
  • Complete capital projects in the pipeline
  • Prime the off-season for domestic and in-bound
  • Build a stronger business offering
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Growing International Awareness

7%

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Compelling & Motivating Visitor Experiences

Geographic Thematic

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100+ Visitor Experiences

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Regionality & Seasonality

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Overseas Visits: West Coast Counties

1000 2000 3000 4000

2007 2012 2013 2014 2015

+9%

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Growth from all markets…

0.4 0.8 1.2 1.6

Britain Cont Eur Nth America Other

+4% +10% +8% +10%

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0% 5% 10% 15% 20%

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

OVERSEAS DOMESTIC

Seasonality –Wild Atlantic Way

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1 2 3 4 Britain Cont Eur Nth America Other

2007 2013 2014 2015 2016

Projected Visitors by Market (m)

+5% +8% +8% +4%

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Overseas Growth Opportunity

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Holidaymaker per capita spend

Domestic holidaymaker Overseas holidaymaker

Source: Fáilte Ireland estimates based on CSO and NISRA surveys

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Need Assistance

 Failte Ireland www.failteireland.ie  100’s of FREE Web Support Webinars www.failteireland.ie/supports  Ireland’s Content Pool www.irelandscontentpool.com

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Grants Scheme 2016

Soon to be launched !

  • Capital Grants Scheme
  • Small Grants Scheme