Great Britain Market Review
A strategy for achieving tourism growth from Great Britain to the island of Ireland2019 2025
Joan O’ShaughnessyChair, Tourism Ireland
Brendan Griffin TDMinister for Transport, Tourism and Sport
Stephen McNallyChair GB Review Steering GroupDeputy Chief Executive, Dalata Hotel Group
Katy BestVice-Chair GB Review Steering GroupCommercial Director, George Best Belfast City Airport
Julie WakleyHead of Great Britain, Tourism Ireland
Paul KeeleyDirector, Commercial Development , FáilteIreland
Great Britain Holidaymaker Revenue Growth 2012 - 2017
REPUBLIC OF IRELAND
+39%
+46%ISLAND OF IRELAND
NORTHERN IRELAND
+86%
€538m/£468m island of Ireland
Importance of GB Market
SIZE OF MARKET
31%of all holidaymakers
HOLIDAY SPEND
18%of all holiday revenue
1.6mGB holidaymakers
Importance of GB Market
SUPPORTS SEASON EXTENSION
Year-round
42%October -March
Building the strategy
AGREED AMBITION
GROWGB holidaymakers &
holidaymaker revenue
DRIVEregional growth & season extension
Building the strategy
EVIDENCE-BASED APPROACH
GB holidaymaker
ACTUAL BEHAVIOURS
GB holidaymaker
NEEDS &MOTIVATIONS
OURSTRENGTHS
VALUE OVERLAP
Building the strategy
STRATEGY
Unlock the potential lifetime value of GB holidaymakers
Lifetime value of the GB holidaymaker
STAYLONGER
SPENDMORE
VENTUREFURTHER
More adventurous when they come back
Warm to island of IrelandCome back – time & time again
57% to RoI 53% to NI
Repeat holidaymakers
Unlock the Lifetime value of GB holidaymakers
Potential holiday revenue growth by 2022
+25%ISLAND OF IRELAND
NORTHERN IRELAND
+33%REPUBLIC OF IRELAND
+24%
Roadmap to success
Tailor communication
to GB holidaymaker
needs
HUB experiencescompelling reasons to go beyond Dublin and
Belfast
Identify and build
relationships with GB holidaymakers
Develop access to
and access within
to support short breaks
Tailor communications to the GB holidaymaker
SOCIAL ENERGISERS
CULTURALLY CURIOUS
92%Independent Holidaymakers
come with a partner or small group of adults66%
come for a short break of up to 5 nights65%
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
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: easy – different, not difficult
CONVENIENCE
LOTS TO DO
NOTIMETABLE
RE-INVIGORATE
Identify and develop Hubs for GB needs
Promote hubs in GB
EU city break
Staycation
Decompress
Access within45k 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
Accessto
the island of Ireland
the island of Ireland
Identify and build ongoing relationships with GB holidaymakers
Supporting the industry
Communicating with GB
holidaymakersCompetitiveness
Potential GB Holidaymaker Revenue Growth by 2022
€705m / £613mISLAND OF IRELAND
+25%
NORTHERN IRELAND
£116m +33%
REPUBLIC OF IRELAND
€572m +24%
RegionalGrowth
SeasonExtension
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 Implementations Session in NI in Autumn 2019
Niall GibbonsChief Executive, Tourism Ireland
Paul KellyChief Executive, Fáilte Ireland
Q&AGreat Britain Market Review
Minister Brendan Griffin, TD
Niall Gibbons
Stephen McNally
Paul Kelly
Paul Keeley
Eoghan O’Mara Walsh
Julie Wakley
Thank YouGreat Britain Market Review
Steering Group Industry, Trade, Media
Collaboration
Roadmap to success