Experience Northern Ireland Julie McLaughlin Activity Tourism Officer

Experience Northern Ireland

Julie McLaughlinActivity Tourism Officer

Titanic Belfast….over 1.3 million visitors since opening

Walled City Derry~Londonderry

Giant’s Causeway

Giant’s Causeway Visitor Experience

Northern Ireland is confidently moving on

People buy products but remember

experiences

What are NI unique offerings & experiences?What can people experience here that they

can’t at home?

Living Legends

Coasts &

Lakes

Unique Outdoor

s

Creative Vibe

Supported by Naturally NI, eg Local food, local stories

Coast and Lakes

Turning our coast and waterways into unique global

destination experiences

The Gobbins

Case Study: www.novashores.com

Romantic days by the Bay • The Fundy Bay Explorer kayak adventure to the

legendary Three Sisters with picnic lunch • OR a scenic 3 hour boat ride to mysterious Isle

Haute on the Bay of Fundy• Two nights stay at 4 star Driftwood Park Retreat in

an oceanfront chalet with private balcony overlooking the sea with hot tub on the back deck.

• A gourmet meal for two of local produce at the Wild Caraway Restaurant

• Price: CAN $ 310 per person

Unique Outdoors

Becoming a distinct outdoor recreation and adventure

playground

Mountain Bike Trails

The Irish Open

Giro de’Italia – 2014 – Northern Ireland

Unique Outdoors Theme: Outdoor Activities

• Mourne Foods Cycle Trail

Case Study: www.holbeckghyll.com

Weekend Fell walking break includes:• Two nights for two in a luxurious lake view room• Full Cumbrian breakfast each morning and

Michelin Star dinner each evening.• Packed lunch of local produce.• Transfers to and from the Langdale Valley.• Two guided walks with local Mountain Guide

Mark Eddy.

Developing Your Tourism

Experience

Product vs. Experience

Product

Focus is on what it does

Is what you buy

Can be impersonal and off the shelf

Is easily forgotten

Normally a standalone offer and price drivenNo links to anything else

Is easily replicated elsewhere

Experience

Focus is on how it makes you feel

Is what you remember

Is usually personal and interactiveCreates strong memories and Encourages word of mouth recommendations Driven by value and attracts a premium pricePromotes other businesses and stimulates interactions with local culture and communities

Is unique and authentic, tied to place

What is a Tourism Experience?

Tourism Experiences must be:

Interactive

Aligned to the needs of our visitor (Market

Segments)

Authentically local

Unique (Globally or regionally)

The Subtle Differences….

Product focused: Getaway Weekend! Two nights accommodation: a five-course dinner for two with local food and wine. Sommelier workshop, tour of mussel farm. Breakfast included $350 per couple.

Experience focused: Sip, savour and sample! Your taste buds will thank you! Indulge in an afternoon perfecting your skills pairing Nova Scotia wines with fresh, local ingredients. Pick up mussels during your tour of Ocean Point Mussel Farm, which our Chef will prepare to perfection. Leave ready to plan your next dinner party – your friends will be impressed! Book your package including overnight accommodation at the Ocean Inn, breakfast, dinner, sommelier-led wine seminar and tour of mussel farm. $350 per couple.

A Product versus a Experience Focus:

NITB Marketing Campaigns

Market Segments & Building Experiences

www.nitb.com/experience

NITB Tourism Conference 6th March 2014

Priority Market Segments

Segment Market

Time Together NI & ROI

Mature Cosmopolitans NI & ROI

Family Fun NI & ROI

Young and Lively ROI

Great Escapers GB & Overseas

Social Energisers GB

Culturally Curious GB & Overseas

Where to start…Key Points• Which type of visitor do I want?• What is unique about my experience?• Authenticity?

Cluster~Bundle~work together = Experiences

Promote Your Tourism

Experience

Tell us About it…NI & RoI Markets• NITB Marketing Campaigns • NITB Destination PR • NITB Consumer Promotions• NITB Web – feed to Tourism Ireland

GB & Overseas Markets• NITB Media Visits• www.tourismirelandindustryopportunities.c

om

Giro D’Italia 2014 Opportunities• NITB Events Team• www.tourismirelandindustryopportunities.c

om• NITB NI & RoI Marketing Plans

- Awareness- Engaging and Exciting- Changing Global Perceptions

Adventure Travel World Summit 2014

• Adventure Travel Trade Association (ATTA)• Killarney 6-9 Oct 2014• 600+ delegates (200+ Adventure Tour

Operators)• Pre and Post Summit fam trips

• www.adventuretravel.biz/connect/summit/

Stay in Touch!

Julie McLaughlin Activity Tourism OfficerJ.mclaughlin@nitb.com028 9044 1554

Rosemary LightbodyCulture, Heritage & Activity Tourism Managerr.lighthbody@nitb.com

Living Legends Theme: Outdoor Activities

• Titanic Segway Tour

• Walled City Urban Mountain Biking

Creative Vibe Theme: Outdoor Activities

• Belfast City Bike Tour• Titanic Water Sports• ?• ?