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

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 that engages and energises the visitor so that they become powerful advocates and leave them wanting to return for more.

The Customer Four Markets UK US Germany France

The Customer Curiously Great Escaper Cultural Two segments • • Self directed exploration Bond with their loved • ones Broadening the mind • • Have down time and Learning something new • rebalancing Getting under the skin of a • Being surrounded by place • Authenticity natural beauty • • Being active outdoors Avoiding “touristy” • The feeling of being environment and activities • removed from their Want to do and see a lot normal everyday lives

Wild Atlantic Way well established in Ireland

Industry Briefings & Business Development Platforms 8 Events & 1,000 + Businesses 80 International Buyers

Growing International Awareness

WAW App & Social Media Platforms 77,500 Fans 42,733 35,000 Followers APP Downloads 23,500 Followers

Zones of the Wild Atlantic Way - Insert text and images - WAW banner is the default background for all slides

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

Discovery Points Branding & Interpretation 188 Locations including Off Shore Islands Photo Points & Story Boards

Fanad Head Lighthouse & Visitor Facilities Derrygimlagh Signature Discovery Point Opening Spring 2016

Derrygimlagh Signature Discovery Point Opening Spring 2016

Connemara Cultural Centre @ Pearse’s Cottage Signature Discovery Points

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 Developme nt

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.

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

Growing International Awareness 7%

Compelling & Motivating Visitor Experiences Geographic Thematic

100+ Visitor Experiences -

Regionality & Seasonality

Overseas Visits: West Coast Counties +9% 4000 3000 2000 1000 0 2007 2012 2013 2014 2015

Growth from all markets… +4% 1.6 +10% 1.2 +10% 0.8 +8% 0.4 0 Britain Cont Eur Nth America Other

Seasonality – Wild Atlantic Way 20% 15% 10% 5% 0% Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec OVERSEAS DOMESTIC

Projected Visitors by Market (m) 4 +5% +8% 3 2 +8% +4% 1 0 Britain Cont Eur Nth America Other 2007 2013 2014 2015 2016

Overseas Growth Opportunity

Holidaymaker per capita spend Domestic holidaymaker Overseas holidaymaker Source: Fáilte Ireland estimates based on CSO and NISRA surveys

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

Grants Scheme 2016 Soon to be launched ! • Capital Grants Scheme • Small Grants Scheme