niamh kinsella - tourism ireland...niamh kinsella marketing manager - italy, tourism ireland . 2...
TRANSCRIPT
Niamh Kinsella
Marketing Manager - Italy, Tourism Ireland
2 2
Italy:
building on
momentum
Tourism Ireland Industry Launch
Dublin, February 8th 2016
3
Italy: a growing and valuable market Island of Ireland
+36% Visitor growth
+27% Revenue growth
230K 2013
255K 2014
315K 2015
€124M 2013
€135M 2014
€158M 2015
Best ever!
4
2020 Ambition: building on momentum
+45k visitors
€25 m incremental revenue
2020
360,000
visitors
2020
€180M
revenue
Steady sustained
growth
2015
315,000
visitors
5 5
- The buzz & excitement
of new places
- Doing things spontaneously
- Off the beaten track experiences
More motivated
by:
Less motivated
by:
Our best prospects Difference vs other markets
Italian Culturally Curious
Experience life like the
locals
Broaden the mind and
learn
Immersion in local
experiences
Global Travel Insights Survey, Red C & Tourism Ireland
Island
Interest
Top 3
Intent
Top 3
Active planning
Top 3
Northern Ireland
Interest
Top 9
Intent
Top 5
Active planning
Top 5
6 6
Sources of additional growth
Product innovation
The island of Ireland has exactly what Italians want
Potential to extend Italian business: regionality and seasonality
Word of mouth from increased visitors
7 7
Collaboration
Expanding the beaten track
Feeding the senses
People & fun
Fit for market
Building on momentum - Strategy to sustain growth
8 8
Collaboration at heart of the strategy
• Partnership with Failte Ireland and
Tourism Northern Ireland: seminars, webinars, briefings
• Don’t miss out on the great opportunities for your business in the Italian market
Collaboration
Expand the beaten track
Feeding the senses
People & fun
Fit for market
9 9
Expanding the beaten track - Introduce Italians to more authentic experiences
Businesses not on the classic
Italian itinerary become the doorway to a nearby iconic experience.
Businesses on the classic Italian itinerary promote other products nearby.
Collaboration
Expand the beaten track
Feeding the senses
People & fun
Fit for market
- Highlight the appeal of Dublin and Belfast outside of the peak
• Good air connectivity • Cities that are always in season • Beautiful scenery right on the doorstep
10 10
Terroir
Place
Culture
Produce,
in its environment
Food in every conversation - Provenance: linking food with landscape and culture
Feeding the senses
Collaboration
Expand the beaten track
Feeding the senses
People & fun
Fit for market
11 11
Appeal to the Italian aesthetic and romantic sensibilities - Feeding the eyes and ears, the heart and soul
Feeding the senses
12 12
People at the centre of proposition - warmth, hospitality, fun
Different to what Italians get at home
Values shared by both cultures and yet
Collaboration
Expand the beaten track
Feeding the senses
People & fun
Fit for market
People & fun
13 13
Helping Italians see themselves here • Target influencers to advocate on
our behalf; highlight WOM and recommendations
• Seek out more high-value sponsorship opportunities (e.g. Masterchef)
• Deliver more opportunities to you to engage our social audiences with your business
• Together, let’s highlight accessibility to/from and around the island of Ireland
Andrea Petroni, travel blogger
Fit for market
Collaboration
Expand the beaten track
Feeding the senses
People & fun
Fit for market
14 14
Opportunities to get involved
• Social Media
• Themed image galleries
• Consumer ezines
• Web offers
• Competition prizes
• In market events
• Press visits and news
• Trade fams and ezines
Fit for market
Collaboration
Expand the beaten track
Feeding the senses
People & fun
Fit for market
www.tourismirelandIndustryopportunities.com
15 15
Thank you