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Experience Northern Ireland
Julie McLaughlinActivity Tourism Officer
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Titanic Belfast….over 1.3 million visitors since opening
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Walled City Derry~Londonderry
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Giant’s Causeway
Giant’s Causeway Visitor Experience
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Northern Ireland is confidently moving on
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People buy products but remember
experiences
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What are NI unique offerings & experiences?What can people experience here that they
can’t at home?
Living Legends
Coasts &
Lakes
Unique Outdoor
s
Creative Vibe
Supported by Naturally NI, eg Local food, local stories
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Coast and Lakes
Turning our coast and waterways into unique global
destination experiences
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The Gobbins
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Case Study: www.novashores.com
Romantic days by the Bay • The Fundy Bay Explorer kayak adventure to the
legendary Three Sisters with picnic lunch • OR a scenic 3 hour boat ride to mysterious Isle
Haute on the Bay of Fundy• Two nights stay at 4 star Driftwood Park Retreat in
an oceanfront chalet with private balcony overlooking the sea with hot tub on the back deck.
• A gourmet meal for two of local produce at the Wild Caraway Restaurant
• Price: CAN $ 310 per person
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Unique Outdoors
Becoming a distinct outdoor recreation and adventure
playground
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Mountain Bike Trails
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The Irish Open
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Giro de’Italia – 2014 – Northern Ireland
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Unique Outdoors Theme: Outdoor Activities
• Mourne Foods Cycle Trail
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Case Study: www.holbeckghyll.com
Weekend Fell walking break includes:• Two nights for two in a luxurious lake view room• Full Cumbrian breakfast each morning and
Michelin Star dinner each evening.• Packed lunch of local produce.• Transfers to and from the Langdale Valley.• Two guided walks with local Mountain Guide
Mark Eddy.
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Developing Your Tourism
Experience
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Product vs. Experience
Product
Focus is on what it does
Is what you buy
Can be impersonal and off the shelf
Is easily forgotten
Normally a standalone offer and price drivenNo links to anything else
Is easily replicated elsewhere
Experience
Focus is on how it makes you feel
Is what you remember
Is usually personal and interactiveCreates strong memories and Encourages word of mouth recommendations Driven by value and attracts a premium pricePromotes other businesses and stimulates interactions with local culture and communities
Is unique and authentic, tied to place
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What is a Tourism Experience?
Tourism Experiences must be:
Interactive
Aligned to the needs of our visitor (Market
Segments)
Authentically local
Unique (Globally or regionally)
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The Subtle Differences….
Product focused: Getaway Weekend! Two nights accommodation: a five-course dinner for two with local food and wine. Sommelier workshop, tour of mussel farm. Breakfast included $350 per couple.
Experience focused: Sip, savour and sample! Your taste buds will thank you! Indulge in an afternoon perfecting your skills pairing Nova Scotia wines with fresh, local ingredients. Pick up mussels during your tour of Ocean Point Mussel Farm, which our Chef will prepare to perfection. Leave ready to plan your next dinner party – your friends will be impressed! Book your package including overnight accommodation at the Ocean Inn, breakfast, dinner, sommelier-led wine seminar and tour of mussel farm. $350 per couple.
A Product versus a Experience Focus:
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NITB Marketing Campaigns
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Market Segments & Building Experiences
www.nitb.com/experience
NITB Tourism Conference 6th March 2014
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Priority Market Segments
Segment Market
Time Together NI & ROI
Mature Cosmopolitans NI & ROI
Family Fun NI & ROI
Young and Lively ROI
Great Escapers GB & Overseas
Social Energisers GB
Culturally Curious GB & Overseas
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Where to start…Key Points• Which type of visitor do I want?• What is unique about my experience?• Authenticity?
Cluster~Bundle~work together = Experiences
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Promote Your Tourism
Experience
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Tell us About it…NI & RoI Markets• NITB Marketing Campaigns • NITB Destination PR • NITB Consumer Promotions• NITB Web – feed to Tourism Ireland
GB & Overseas Markets• NITB Media Visits• www.tourismirelandindustryopportunities.c
om
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Giro D’Italia 2014 Opportunities• NITB Events Team• www.tourismirelandindustryopportunities.c
om• NITB NI & RoI Marketing Plans
- Awareness- Engaging and Exciting- Changing Global Perceptions
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Adventure Travel World Summit 2014
• Adventure Travel Trade Association (ATTA)• Killarney 6-9 Oct 2014• 600+ delegates (200+ Adventure Tour
Operators)• Pre and Post Summit fam trips
• www.adventuretravel.biz/connect/summit/
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Stay in Touch!
Julie McLaughlin Activity Tourism [email protected] 9044 1554
Rosemary LightbodyCulture, Heritage & Activity Tourism [email protected]
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Living Legends Theme: Outdoor Activities
• Titanic Segway Tour
• Walled City Urban Mountain Biking
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Creative Vibe Theme: Outdoor Activities
• Belfast City Bike Tour• Titanic Water Sports• ?• ?