Great Britain Market Review

A strategy for achieving tourism growth from Great Britain to the island of Ireland2019 2025

Joan O’ShaughnessyChair, Tourism Ireland

Katy BestVice-Chair GB Review Steering GroupCommercial Director, George Best Belfast City Airport

Julie WakleyHead of Great Britain, Tourism Ireland

Naomi WaiteDirector of Marketing, Tourism Northern Ireland

Great Britain Holidaymaker Revenue Growth 2012 - 2017

REPUBLIC OF IRELAND

+39%

+46%ISLAND OF IRELAND

NORTHERN IRELAND

+86%

€538m/£468m island of Ireland

Importance of GB Market

SIZE OF MARKET

31%of all holidaymakers

HOLIDAY SPEND

18%of all holiday revenue

1.6mGB holidaymakers

Importance of GB Market

SUPPORTS SEASON EXTENSION

Year-round

42%October -March

Building the strategy

AGREED AMBITION

GROWGB holidaymakers &

holidaymaker revenue

DRIVEregional growth & season extension

Building the strategy

EVIDENCE-BASED APPROACH

GB holidaymaker

ACTUAL BEHAVIOURS

GB holidaymaker

NEEDS &MOTIVATIONS

OURSTRENGTHS

VALUE OVERLAP

Building the strategy

STRATEGY

Unlock the potential lifetime value of GB holidaymakers

Lifetime value of the GB holidaymaker

77%

77%

77%

77%STAY

LONGERSPENDMORE

VENTUREFURTHER

More adventurous when they come back

Warm to island of IrelandCome back – time & time again

57% to RoI 53% to NI

Repeat holidaymakers

Unlock the Lifetime value of GB holidaymakers

Potential holiday revenue growth by 2022

+25%ISLAND OF IRELAND

NORTHERN IRELAND

+33%REPUBLIC OF IRELAND

+24%

Roadmap to success

Tailor communication

to GB holidaymaker

needs

HUB experiencescompelling reasons to go beyond Dublin and

Belfast

Identify and build

relationships with GB holidaymakers

Develop access to

and access within

to support short breaks

Tailor communications to the GB holidaymaker

SOCIAL ENERGISERS

CULTURALLY CURIOUS

92%Independent Holidaymakers

come with a partner or small group of adults66%

come for a short break of up to 5 nights65%

Tailor communications to GB holidaymaker needs

MOTIVATORS AND TRIGGERS

Stay top of mind

Authentic living culture

Ease

Snippets

EXPERIENCE THAT FIT GB HOLIDAYMAKERS NEEDS

Off season city breaks

Shoulder season holidays

Activity based experiences e.g. golf, cycling and walking

Tailor communications to GB holidaymaker needs

SUPPORT THE INDUSTRY

Digital Development Programmes

Encourage investment

Develop GB specific products, experiences & propositions

Create hub experiences –compelling reasons to go beyond Dublin and Belfast

GB holidaymaker short-break needs: easy – different, not difficult

CONVENIENCE

LOTS TO DO

NOTIMETABLE

RE-INVIGORATE

Identify and develop Hubs for GB needs

Promote hubs in GB

EU city break

Staycation

Decompress

Access within45k ferry car spaces

24 GB airports

6 Ireland airports

3 Northern Ireland airports

235k weekly air seats

Further develop access to and access within the island –to support GB holidaymakers short break needs

Accessto

the island of Ireland

the island of Ireland

Identify and build ongoing relationships with GB holidaymakers

Supporting the industry

Communicating with GB

holidaymakersCompetitiveness

Potential GB Holidaymaker Revenue Growth by 2022

€705m / £613mISLAND OF IRELAND

+25%

NORTHERN IRELAND

£116m +33%

REPUBLIC OF IRELAND

€572m +24%

RegionalGrowth

SeasonExtension

Next Steps

Actions & delivery owned by GB Market Review Implementation Group

REPORTING TO

The Department for the Economy in Northern Ireland

DTTAS Tourism Leadership Group

The Boards of Tourism Northern Ireland and Tourism Ireland and the Authority of Failte Ireland.

Market Insights & Strategy Implementation Session in NI in Autumn 2019

Niall GibbonsChief Executive, Tourism Ireland

John McGrillenChief Executive, Tourism Northern Ireland

Q&AGreat Britain Market Review

Niall Gibbons

Katy Best

John McGrillen

Naomi Waite

Dr Joanne Stuart

Julie Wakley

Thank YouGreat Britain Market Review

Steering Group Industry, Trade, Media

Collaboration

Roadmap to success