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The Increasing Influence of WHS
Status on Tourism Development
at the Giant’s Causeway
Max Bryant
General Manager, North Coast
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Presentation overview
• A brief history of World Heritage at the
Giant’s Causeway
• A question of brand
• Increasing the WHS message
• Visitor mix and emerging markets
• What next?
• Questions
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Award winning Causeway Visitor Centre opens June 1986
100,000 visitors per annum
2
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GCVC destroyed by fire May 2000 Photo taken at 3.00am
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Temporary visitor facilities established
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New visitor facilities
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Changing (challenging!) perspectives on
brand
• An iconic internationally known name
• National Trust
• A designation of global significance
• Primacy
• Relevance
• Synergy
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The importance of being a WHS
• We initially undervalued our WHS status
on 2 levels:
• Its conservation value and significance as a
(rare) naturally inscribed site
• Its growing global importance as a
destination brand
How did we find out???
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Our visitors told us!!!
• 82% of out of state visitors were aware of
the Giant’s Causeway before taking their
trip. For 47% it was their main or a very
important reason for coming to NI
• 77% were aware of the sites WHS status
and for over 50% this was an influencing
factor in their decision to visit
Source 2013 MillwardBrown Survey
commissioned by NT and Tourism NI
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What have we done?
• Added emphasis on our WHS status
• Additional signage
• Increased use of the logo
• Boundary stones
• Marketing activity
• Full blown membership of WH:UK
• Working in partnership to promote WHS
status
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Coastal Overview & Orientation
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Tourism Ireland
Stand ITB Berlin
2014
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What has changed
• 788,000 visitors to the site in 2014
• 208 different nationalities
• Top 10 countries: Northern Ireland, Rest
of UK, USA, Germany, China, Republic of
Ireland, Spain, Australia, Italy, Canada
• China increase of 75% on last year –
WHS status?!
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Guided walking tours
UNESCO discovery tours
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Building Bee Boxes
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What next?!
• Continue to push the World Heritage message
• Work in partnership: Tourism NI, Tourism
Ireland, WH:UK
• Building links with international tour operators
• Develop the WH brand within the National Trust
framework?
• Develop a WH product for the island of Ireland?
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Any Questions
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