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AGM 2013/14
Don Wilmont, Chairman
Odhran Dunne, General Manager
B&C Committee 11 Oct 2016
The Importance of Investing in
Tourism for Economic Growth
Tourism supports 4,227 jobs in the Council area
MISSION ”to attract visitors and
ensure that they enjoy a destination
experience that is Legendary”
Our Vision for the Destination • A recognised international tourism destination within the island of Ireland
• A confident, vibrant, forward looking city and district that provides the best of all worlds, offering city, coastal and countryside experiences
• A destination recognised as:
• Hosting Ireland’s only historic, completely walled city
• Providing opportunities to spend time exploring areas of outstanding natural beauty
• A vibrant ‘city of culture’ that is friendly and welcoming, with new stories to tell.
Spend £100m by 2020
Attract 1 million
Visitors by 2020
Strategy Objectives
Destination Marketing Visitor Servicing
Industry Engagement Influence & Advocacy
Roles & Function
05
101520253035404550
20
10
20
11
20
12
20
13
20
14
20
15
Tourism Spend £m
OvernightTourism
Spend
0
50,000
100,000
150,000
200,000
250,000
300,000
20
10
20
11
20
12
20
13
20
14
20
15
Overnight Trips
OvernightTrips
Local Tourism Performance
Total Bed-nights 889,416 (2015)
Source: NISRA 2015
Record
Occ
88.9%
Aug 16
Monthly Hotel Occupancy
Hotel Room Sales 2015
143,448
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
100.00Average HotelOccupancy 2013 (10hotels)
Average HotelOccupancy 2015
Average HotelOccupancy 2016 (11hotels)
Origin of Visitors - Market Share
2015 2015
NI47%
GB17%
ROI13%
US12%
ROW5%
EURO6%
Overnight Visitor Profiles (Hotel) 2015
NI 14%(-8%)
GB 15% (+1%)
ROI 6% (-3%)
US 22% (+1%)
ROW 8%
EUROPEAN 35% (+9%)
VIC Visitor Profiles 2015
NISRA 2015 – ORIGIN OF VISITORS NI 38% OTHER 62%
Destination Marketing
Nov 15 World Travel Market, London
Nov 15 ITOA Workshop, Dublin
Jan 16 Celtic Connections, Glasgow
Jan 16 ETOA, London
Jan 16 Holiday World, Dublin
Jan 16 TI Workshop, Copenhagen
Feb 16 Destination Derry Showcase, Dublin
Feb 16 Tourism NI Great Days Out, Belfast (NI/ROI)
Mar 16 St Patrick’s Day, Glasgow
Apr 16 Meet the Buyer, Belfast
June 16 TI European Team Workshop, Derry
June 16 National Boat Show, Liverpool
July 16 National Pastoral Conference, Houston, US
Aug 16 St George’s Market, Belfast ( Monthly - Oct)
Aug 16 NDM Ireland Specialist Workshop, Dublin
Sept 16 UK Inbound Workshop, Galgorm
Sept 16 TI Travel Trade Workshop GB, Amsterdam
Sept 16 GB Coach Operator Workshop, Belfast
Oct 16 Flavours of Ireland, London
Oct 16 TI German Workshop, Offenbach
Oct 16 Canadian Workshop, Galway
Trade & Consumer Shows
Destination Marketing: Co-Op Campaigns
Spring Campaign 2016 • 3 Week TV Campaign
April/May 2016
• 68% of NI population = once
• 41% of NI population =
three times
Summer
Campaign
2016
Destination Marketing - Campaigns
• Attended 40 consumer/travel trade
promotions and sales calls
• Supported the delivery of 275 Fam Trip
Representatives
• Attracted 500 Trade Leads per annum
Destination Marketing: Fam Visits & PR
Case Study: Tour Operator Business
• CIE, Ireland
CIE is now our NUMBER ONE Tour
Operator in generating business to the hotels, tour guides and
attractions including Guildhall & Tower Museum.
They bring 4 group series tours to the city from April – end Oct.
• Classic – 38 departures (1 night – local hotel)
• Odyssey- 38 departures (2 nights- local Hotel)
• Adventure- 83 departures ((1 night- 2 local hotels )
• NEW Tour developed in 2014 - Northern Welcome- 20
departures (2 nights – local hotel
• NEW Chauffeur Driven Tours to include Derry which
will grow the FIT market in 2017 and beyond.
City Tours and McNamara Tours are award winning tours with CIE.
• Group Series - Equivalent Economic Impact +£0.5m Northern Welcome
8 days 7 nights
Tour Operator Business
UK Inbound – recent leads converted
Tumlare Corporations - Lead generated at
World Travel Market (WTM) in 2015 converted an
international choral group to overnight in Derry and
perform at First Derry Presbyterian in 2016. They have
now programmed three choral groups for the region
in 2017/18 .
Happy Tours - Also first time meeting at WTM 2015
looking for a city destination in NI for their incentive
group from the Philippines. Secured 190 visitors to
overnight for 2 nights in various hotels and included
dinner in St Columb’s Hall.
GB Workshop
• ICT- As a result of meeting at World Travel Market
last Nov updating them on Halloween in Derry for ad
hoc groups and attending GB workshop recently- they
have now programmed Halloween for 2017/18 , ie 3
nights at local hotel.
National/International Publicity
Best Halloween
Destination As chosen by
readers of USA TODAY and
10Best
Runner Up Foodie
Destination
Membership & Industry Engagement
0
50
100
150
200
250
300
Annual Membership Businesses
Visit Derry
Team
Speed
Networking
Product
Familiarisation
Sessions
New Product
Developments
2016/17
Highest
Levels of
Membership
+260
businesses
Visitor Servicing Activity Visitor Servicing ~ VIC, Literature, Website
Visitor Centre Enquiries
Visitors per annum
82,000
Total Enquiries 90,000
Coach Park Passengers
+81,000 per annum
+2,600 coaches
1 USA
2 Germany
3 France
4 England
5 ROI
Business Tourism Update
2016-17 KPIs • 12 National/International conferences • 3,000 delegates • 4,500 bednights • Economic Impact £2m • 80 NEW Conference Ambassadors • Trade Showcases (UK & Ire) x 4
International Excellence ~ Inspired Locally
IASP World Congress 2019
Economic Impact £1.4m
600-800 delegates x 5 nights
Business Tourism
Ambassador Network - 380
Key Conferences/Events Timelines
DATE EVENT VENUE NO’s BEDNIGHTS
19-20 Feb 16 All Ireland Intervarsity Judo Championships Best Western White Horse Hotel 200 400
14-16 Mar 16 Du Pont Kevlar Corporate Conference City Hotel 80 240
12-Mar-16 SDLP Conference Millennium Forum 350 50
26-May 16 Tourism NI Annual Tourism Awards St Columb's Hall 330 250
21-22 Jun 16 27th Annual Irish Systems & Signals Conference Ulster University 80 160
23-25 Jun 16 Professional Association of Lecturers in Community Youth Work Ulster University 80 240
6-8 Sept 16 Irish, Sound, Science and Technology Association Ulster University 100 200
7-9 Sept 16 Association of Public Service Excellence Millennium Forum 400 600
17-Sep-16 Royal College of General Practitioners Conference Guildhall 200 150
5-6 Oct 16 NI Local Government Association Hastings Everglades 200 50
6-7 Feb 17 National Council for Palliative Care Guildhall 120 50
14-15 Mar 17 National Association of Phlebotomists TBC 100 100
19-21 May 17 North/South Soroptimists Conference City Hotel 120 240
27-30 Jun 17 Canadian Association of Irish Studies Ulster University 100 400
21-22 Jul 17 UK & Ireland Field Archery Championships Ulster University 200 450
5-7 Oct 17 Irish Cardiac Society Millennium Forum 200 400
17-18 Nov 17 British & Irish Cross Country Masters Hastings Everglades 500 500
“The feedback we received has been excellent with many delegates
commenting on the wonderful time they had in the city, particularly the
overwhelming welcome they received, how friendly the people were and
the high quality of the customer service that they received. They were
also very impressed with the depth of the community connections that the
Mayor and the council exemplified”
Alastair Scott-McKinley Professional Association of Lecturers in Community Youth Work
“Visit Derry was so helpful when I chaired the 27th ISSC at Ulster University.
From preparing the destination bid through to assisting with delegate
registrations, they went beyond the call of duty, I cannot recommend highly
enough”
Dr Kevin Curran
27th Annual Irish Systems & Signals Conference
2017 £350,000 5,800 passengers
06/05 Ocean Nova Noble Caledonia
16/05 Ocean Nova Noble Caledonia
05/06 Silver Whisper Silverseas
18/07 Voyager Voyages of Discovery
21/07 Deutchland Peter Deilman
31/07 Nautica Oceania Cruises
04/08 Pacific Princess Princess
04/08 Minvera All Leisure Group
11/08 Seabourn Quest Seabourn
25/08 Hebridean Sky Noble Caledonia
2016 £292,000 3,880 passengers & crew
29/07 Sea Cloud II Sea Cloud
31/07
MS Nautica (Maiden Call) Confirmed 2018 Prestige
4/08
Pacific Princess (Maiden Call) Princess
07/08 Seabourn Quest* Seabourn
09/08 MS Marina (Maiden Call) Confirmed 2018 Prestige
Cruise Tourism
Visit Derry has hosted visits from both Princess Cruises’ Vice President of Port Operations and Vice President of Itinerary Planning. Princess have expressed a keen interest in increasing the number of calls to Greencastle should infrastructure be developed to support increased passenger numbers
Independent Review of Visit Derry
Walled City/Regional Hub – new larger district
Council area
Programme for Government
New NI Tourism Strategy
Community Planning Process
New Local Tourism Strategy
Increased focus and financial support for
Destination Marketing and development of
business opportunities
Membership – Engagement & Support
Strategic Re-location of VIC to Waterloo
Place
INTERNATIONAL PROFILE Focus on the Future
Budget
Income /Expenditure 2016/17
Current DCSDC
Management Fee
(£410,000pa since
2014/15 – 3 year)
£410,000
Other Public £47,000
Private Sector
(Membership Fees,
Advertising, Retail)
£248,000
Total Income £705,000
Expenditure
Salaries £396,000
Rent & Rates £59,000
Other Operating Costs £149,000
Marketing £101,000
Total Expenditure £705,000
TARGET
2020
Target Marketing
Budget 2020
£500,000
THANK YOU