spain - welcome to tourism ireland - tourism ireland · 2016-05-19 · in q4 5.6 nights 83% high...
TRANSCRIPT
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Building on Success The journey continues Monday, 8th February 2016
SPAIN Strategic Review
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ABOUT THE SPANISH MARKET
2000
90,000 visitors
2015
343,000
visitors
Spain has more than
trebled in 15 years
+18%*
*CSO estimated arrivals Jan – Dec 2015
21% of
visitors
arrive
in Q4
5.6
nights
83%
HIGH
interest
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2020 AMBITION
2020 460,000
visitors
2020
€230M
M
+120,000 visitors
+€80MM revenue
2015 345,000
visitors
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WHO ARE OUR BEST PROPECTS IN SPAIN?
Social
Energisers
1
MM
Culturally
Curious
3
MM
AUTHENTIC
IMMERSION
BROADEN
THE MIND
EXPLORE
NEW PLACES
SENSORY
EXPERIENCES
ADVENTURE
SPONTANEOUS
EXPLORE NEW PLACES
WITH FRIENDS
BUZZ
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SPAIN BEST PROSPECTS - HOW THEY DIFFER
LATE
BOOKERS
VERY
PRICE
SENSITIVE
WOM –
PEER 2
PEER
HEAVY
DIGITAL
&
SOCIAL
DIRECT
BOOKERS
& OTAs
SEEKING
UNIQUE & DIFFERENT
FEAR
FACTOR =
“EASY”
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2020 STRATEGIC APPROACH – 3 PILLARS
CO-OP CAMPAIGNS WITH PARTNERS DIGITAL / SOCIAL PUBLICITY
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4
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2020 ACTION PLAN - WHAT’S NEW?
NEW Culturally Curious strategy – Primary focus for Spring/Summer travel.
DIFFERENT Brand Messaging – Dial up easiness, comfort factor, bite size experiences,
VFM and “warm” immersive culture to differentiate us from our key competitors
OPTIMISED Calendar of Activity – Matching decision/booking habits.
OPTIMISED Collaboration – Increased collaboration with our island of Ireland and
market partners to ensure market appropriate offers and content
NEW Social Energy Strategy - Focus timing & campaigns to activiate travel in Q4
when SE’s have higher propensity to travel and there is available capacity in Ireland.
NEW Advocacy Strategy – Harness positive WOM via a blogger strategy and a
focus on digital PR.
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TOP TIPS TO WIN BUSINESS FROM SPAIN
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GET INVOLVED – WORK WITH US – HERE’S HOW
230k FB
21K
150K warm
contacts
Social media
eMail Marketing
Digital
Comps
&
features
Offers
PR & Publicity
Media
room
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HOW CAN YOU MAKE IT WORK FOR YOU?
WORK
WITH
US!!
www.tourismirelandIndustryopportunities.com
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THANK YOU