Canada:Your land of OpportunityWednesday, 22 May, 2019

Siobhan McManamyDirector of Markets

Overseas Tourism to Republic of Ireland

Arrivals

Arrivals

Great Britain

Mainland Europe

Other Areas

North AmericaArrivals

Arrivals

+1.4%

+7.6%

+11%

+7%

Source CSO:Visitors: Jan-Mar 2019

+5.5%

Global Marketing Campaign

1bnReach

Canada

Alison MetcalfeHead of North America & Australia

Huge growth in visitors from North America over recent years

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2010 2011 2012 2013 2014 2015 2016 2017

Th

ou

sa

nd

s

North America to Island of IrelandVisitor Growth

US +94%

Canada +130%

NA +98%

2018

NA ROI (direct) +14%

65%

24%

4%7%

2017 Canadian P.O.V.

Holiday VFR

Business Other

Market Performance 2010 - 2018

0

50

100

150

200

250

300

2010 2011 2012 2013 2014 2015 2016 2017 2018 (f)

Visitors

NI Visits(000s) Total visits(000s) Total Revenue(€m) NI Revenue (£m)

Revenue

Value of Canadian Holidaymaker

104 147 157 160 160 200 336

447

1,114

1,594

Austra

lia

Canad

a

Spain

Nord

ics

Neth

erla

nd

s

Italy

Fra

nce

Germ

any

US

A

Gre

at B

ritain

Holidaymakers (k)

5.1m Total holidaymakers

were welcomed to

the island of Ireland

in 2017

€3bnTotal holiday revenue

was generated on the

island of Ireland in 2017

1234567891

01234567891

0

84 88 89 98 107 159 195

299

538

1,009

Neth

erla

nd

s

Nord

ics

Sw

itze

rland

Italy

Austra

lia

Canad

a

Fra

nce

Germ

any

Gre

at B

ritain

US

A

Holidaymaker spend (€m)

Value of North American holidaymakers to island of Ireland

10.4

7.8

6.5

Average length of stay (nights)

Island of Ireland

(holidaymakers)

Average spend per trip

€ 1,083

€ 927

€ 591

€ 104

€ 119

€ 91

Average spend per night

Total North America Canada

Regional and Seasonal spread of NA holidaymakers

January-March 12% 11%

April-June 30% 30%

July-September 41% 38%

October-December 17% 21%

NA SEASONALITY 2013 2018

83%

DUBLIN

48%

SOUTH

WEST

9%

BORDER

39%

WEST

30%MIDLANDS

WEST 5%

MID EAST

14%SOUTH

EAST

26%

NORTHERN

IRELAND

WHERE HOLIDAYMAKERS VISITED

62% of holiday nights are outside Dublin

Source: CSO

10,627seats a week

(summer 2019)

Our current Canadian Holidaymakers

Culturally Curious growing

Stay longer, visit more regions, spend more

Experience optimizers/ live like locals

Solo travellers

Look for Value/ Shoulder season

Strong Golf potential

Dana WelchMarketing Manager, Canada

What the research told us

The Canadian Culturally Curious Holidaymaker

Real experiences

• They want to touch, taste and connect with our history and culture. Looking for the authentic, not staged, experiences.

Stimulation

• Culturally Curious want to learn and try new things. They always look for stimulation for the mind and for their view of life.

Must see experiences

• They don’t want to miss out on

the top experiences

• Want ‘world class’ experiences

Break from routine

• Culturally Curious want to reset, break out of habits and see things in a different light

Niche holidays

Soft adventure

Extend the season

Create new icons

Opportunities

Embrace appeal of

British Isles combinations

Exploit “newness”

in existing locations

Weekend city breaks

Vibrancy of festivals

History with compellingmeaning

World class ancient history

Cityscapes with visible differences

Density of experiences

Dial up our European appeal

Potent contemporary history

What we’ll do differently

Strategic Framework 2019-2022

Brand

Distribution and purchasability

Product and experience

Marketing Activities

Access

Regional Growth Industry activation

and collaboration

Season extension

KEY DRIVERS KEY ENABLERS

Dynamic Market Insights

AREAS OF FOCUS

Northern Ireland

FOUNDATION

New, Different, Better

New

• More focus on Western Canada

• Increase activity in Montreal (Publicity, Trade education, Co-op)

• Sharpen focus on Golf

• Explore discreet opportunities to reach new audiences by promoting dual destinations in shoulder season

Different

• Highlight Ancient History & Cultural experience

• Prioritize affinity groups with trade

• 100% of Co-op - off peak travel

• Dial up NI diaspora activities

Better

• Create more brand standout & energy by linking to passion points & innovative media

• Intensify activity to promote season extension/ ‘smart season’ in Ontario

• Increase impact with strategic partnerships.

Our Marketing in Canada

1mReach

How you can get

involved…

Vancouver

Calgary

Toronto

Ottawa

Montreal

London (ON)

Monthly Trade Webinar & E-zineConsumer Partnership Programme

10 webinars

in 2019!

3rd party

referrals

Trade & Industry events

Ottawa

Hamilton

www.tourismirelandindustryopportunities.com

Q/A

Thank you