SPAIN - Tourism Ireland · 2016-05-19 · in Q4 5.6 nights 83% HIGH interest . 2020 AMBITION 2020...
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Building on Success The journey continues Monday, 25 th April 2016 SPAIN Strategic Review
Transcript of SPAIN - Tourism Ireland · 2016-05-19 · in Q4 5.6 nights 83% HIGH interest . 2020 AMBITION 2020...
Building on Success The journey continues Monday, 25th April 2016
SPAIN Strategic Review
ABOUT THE SPANISH MARKET
2000
90,000 visitors
2015
345,000
visitors
Spain has more than
trebled in 15 years
+18% 21% of
visitors
arrive
in Q4
5.6
nights
83%
HIGH
interest
2020 AMBITION
2020 460,000
visitors
2020
£160
MM
+125,000 visitors
+£35MM revenue
2015 345,000
visitors
WHO ARE OUR BEST PROPECTS IN SPAIN?
Social
Energisers
1
MM
Culturally
Curious
3.2
MM
AUTHENTIC
IMMERSION
BROADEN
THE MIND
EXPLORE
NEW PLACES
SENSORY
EXPERIENCES
ADVENTURE
SPONTANEOUS
EXPLORE NEW PLACES
WITH FRIENDS
BUZZ
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”
NORTHERN IRELAND
Brand
metrics Visitor
numbers
Air
Access
68%
interest;
+4 Active
planning
32,000
In 2014
(+23%)
Easyjet
6
NORTHERN IRELAND – OPPORTUNITY TO GROW
Sustain direct access from Barcelona and dial up
“easiness” of ‘via Dublin’ message from Madrid
Position NI as a “Must see” destination NOW
Work with NI partners to increase offers & visibility
Tactical NI co-op campaigns with OTAs/TO
Game of Thrones
Belfast: SE City break
B&Bs + Self catering ops The Gobbins - CCR
NI Year of Food
Titanic
7
1 in
10 ES
visit
2020 STRATEGIC APPROACH – 3 PILLARS
CO-OP CAMPAIGNS WITH PARTNERS DIGITAL / SOCIAL PUBLICITY
4
2020 ACTION PLAN
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.
TOP TIPS TO WIN BUSINESS FROM SPAIN
Belfast &
GET INVOLVED – WORK WITH US – HERE’S HOW 248k FB
26K
Social media
eMail Marketing
Digital
PR & Publicity
Media
room
150K warm
contacts
Comps
&
features
Offers
HOW CAN YOU MAKE IT WORK FOR YOU?
WORK
WITH
US!!
www.tourismirelandIndustryopportunities.com
THANK YOU
