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

Twitter

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