Knowing your Market

Geraldine EganIndustry Liaison Officer

Northern Ireland Industry Sales MasterclassJanuary 2017

Tourism Ireland World Routes Marketing Awards 2015

About Tourism Ireland

2

13OFFICES

22MARKETS

148PEOPLE

Tourism Ireland is responsible for marketing the island of Ireland overseas as a holiday and business tourism destination. We devise and deliver marketing programmes in 22 markets across the world, reaching an audience of up to 200 million potential visitors each year. Targeted marketing activity includes advertising online, on TV and outdoor sites, in cinemas and in newspapers and magazines, eMarketing, overseas publicity, co-operative marketing with carriers and other partners and promotions to the travel trade and consumers.

Study your markets:Tourism Ireland develops comprehensive, relevant and up-to-date research

3

SURVEY OF TRAVELLERS

(ANNUAL)

SITUATIONOUTLOOKANALYSISREPORTS(MONTHLY)GLOBAL

TRAVEL INSIGHT SURVEY(ANNUAL)

Comprehensive

Relevant

Reliable

Available

Who is your customer?

• FIT – Individuals/ Couples travelling independently – e.g. SuperBreaks• Leisure Group – e.g. CIE Tours, Trafalgar• MICE – Meetings, Incentive, Conference & Events• Luxury – High end, high worth – chauffeur drive/helicopter

Industry Opportunities

• Tourism Ireland has a key role in helping tourism industry partners to make the sale

• 315+ NI tourism industry partners currently registered on website www.tourismireland.com/industryopportunities

• 185 + opportunities currently live for NI Industry to avail of

• Increasing engagement among industry

• Any questions, email industryopportunities@tourismireland.com

• Overseas trade and consumer promotions

• Digital opportunities, E-zines, social media posts

• Publicity

• Co-op campaigns

• Competition sponsorship

• Have you a story to tell?

• Experiential offer campaigns – free opportunity ireland.com

• Community.ireland.com

• www.irelandscontentpool.com

Potential opportunities

£290mEAV

Overseas Publicity

Promotions Overseas

250PLATFORMS

St Patrick’s Day£8mEAV

Partner campaigns £5m

PARTNER

INVESTMENT

Get your offers on Ireland.com

NIICP – Northern Ireland Industry Co-operative Programme

• Integrated Campaign to include offers

• Up To 75% Funded

• Digital campaigns

• Sales calls

• B2B events/workshops

• Participation at fairs

Overseas Tourism to Northern Ireland Jan-Jun 2016

Source: NISRA

+2%+13%

+10%+4%

Great Britain

Mainland

Europe

Australia & Developing

Markets

North America

2016 Forecast outturnNorthern Ireland

2mVISITORS

£527mREVENUE

43,000 jobs

+6%+9%

• Over 26 million passengers were handled by the nine airports on the Island of Ireland during 2014. Dublin Airport, with 82% of the passengers, experienced the largest throughput. In Northern Ireland, almost 7 million passengers were handled by the three airports with Belfast International Airport accounting for over half (58%) of these passengers.

• Air travel represented over 90% of the total airport/seaport passengers in Ireland and almost 80% in Northern Ireland, demonstrating the greater importance of sea ferry travel to Northern Ireland. Over 2.75 million passengers passed through Ireland’s seaports in 2014 while in Northern Ireland, the throughput was almost 2.1 million passengers.

Access

Exploiting accessDrive

opportunities

for Northern

Ireland

+10%2017

17Gateways

Access Campaigns

KLM – BelfastRyanair – Milan – Belfast

Berlin- Belfast

Great Britain

• The British market remains the most important market for the Island of Ireland, with more than 4.4m visitors in 2015

• Almost 1.3m of those visited Northern Ireland - an increase of 10% on 2014 visitor numbers to NI

• British visitors to Northern Ireland in 2015 spent in excess of £320m. 7% more than in 2014, and accounting for 57% of total visitor spending

• British visitors are more likely to visit in the off‐peak than those from any other market

• 60% VFR, 20% Holiday, 18% Business (2014)

• 19% Hotels, 7% Rented, 5% B&B (2014)

Great Britain: Resource Focus 2017

65 35CULTURALLY CURIOUS/

GREAT ESCAPERSSOCIALENERGISERS

Culturally Curious

49% are aged <35 and 55+

Exploration and Learning

51% are aged 35 –54

Soaking up the culture in local

towns, villages and historical sites

Authenticity Meet the Locals Soft Activities Off the beaten track

Peace and quiet, no party

Coast

Midrange hotel, self-catering

accommodation or a B&B

Great Escapers

40% <35

Time Out 43% are 35 – 54

Soaking up the culture in local

towns, villages and historical sites

History ‘light’Bond with their other half – less with the locals

Soft Activity

Living historical stories (typical landmarks in

Ireland)

Peace and quiet Coast

Midrange and 4 star hotels, B&Bs, self-catering with access to beautiful

scenery

Social Energisers

42% <34

More Adventurous

43% are 35 – 54

Meet the Locals

Uniqueness New

atmosphere Not passive, more active Trad Pubs

No peace and quiet

Coast Nature

North America

• The North American market accounts for 15% of total visitors to the Island of Ireland, and for 26% of total tourism revenue

• 198k+ visited Northern Ireland between Jan and Sep 2016 - an increase of 13% on 2015 visitor numbers for the same time period

• North American visitors tend to stay longer and spend more than those from other markets

• 68% of North American visitors are holidaymakers

• High users of paid premium accommodation and visitor services

North America: 2016 on track for 4th Record Year

Tourism Ireland | Marketing Plans 2017 23

Jan-June 2016

+4%Source: NISRA

US Outbound to

Europe +6.8%Source: US Dept. of Commerce

Geographical Breakdown of US Visitors - USA

Tourism Ireland | Marketing Plans 2017 24

MIDWEST

19%

WEST

22%

NEW ENGLAND

8%

SOUTH

25%

MID ATLANTIC

26%

Sources: Failte Ireland Survey of Travellers (SOT)

TNI / NISRA Northern Ireland Passenger Survey (NIPS)

A reminder of who we are targeting

Tourism Ireland | Marketing Plans 2017 25

Investment

ratio: 75%

Investmen

t ratio:

25%

Strategic priorities for Canada

Performance 2016 (DE & FR)

+6%Visitors est.

530K +30K2016 est. V’s 2015

* CSO stats Jan – Sept. 2016

+4.5% est

660K+28K

124K visitors to NI in 2015

Germany • 66% of German visitors travel between May and September

• 55% of Germans will book their trip within the first 3 months of the year, or have already done so

• Germans get app. 30 days annual leave, so holidays are key to them

• 100m+ external trips from Germany annually

France

• 64% of French visitors travel between April and August

• 48% of French visitors will book their trip in the first 3 months of the year, or have already done so

• 36% of French visitors are repeat visitors – they’ve been to the island of Ireland before

• French visitors tend to stay for 7.2 days on average

Leverage our digital footprint

18mVisits 2016

+8.5%Visits 2016

3.9mReferrals

Social Media

#43.7m+ Fans

Avg. 200 Friends

Reach of 740m+

#4370,000

Followers

#3+28m

Views

Grow Social Media Reach

E-zines

Working with the trade

Active in the market

B2B Opportunities • US Jump Into Ireland (JITI) Events

– Feb 27th – Mar 3rd: Washington D.C., Atlanta, Boca Raton

– Apr 10 – 14th: Chicago, Boston, Austin

– Nov 13 – 17th: San Diego, San Francisco, Houston

• US Global Travel Market (GTM) Events– May 18 – 20th: West Henderson, Nevada

– Jul 9 – 11th: Hollywood, Florida

• Germany – Oct 3rd – 5th: Trade Workshop in Frankfurt – Offenbach

• France: IFTM

• GB: Explore GB, BMW PGA Championship, BTTS (British Tourism and Travel Show), GTM,

World Travel Market (WTM)

Next Steps

• Check your entry on www.discovernorthernireland.com/ Ireland.com

• Register on the Industry Opportunities website

• www.tourismireland.com/industryopportyunities

• Send us your experiential offers for Ireland.com

• Send us your quirky stories to share around the world