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Ballyhoura Presentation 2031 -Dr. Tony Lenehan

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  • 1. TOWARDS 2031
    A Tourism / Recreation Perspective for BallyhouraCountry
    Dr. Tony Lenehan
  • 2. Key Questions
    • What does the future hold for the development of Tourism / Recreation in rural areas?
    • 3. What are the opportunities for rural areas, particularly for the Ballyhoura Development area?
  • 4. Fáilte Ireland
    • National Tourism Development Authority
    • 5. Established May 2003 …..amalgamation of Bord Fáilte (1956) and CERT (1963)
    • 6. Offers tourism professionals and service providers a wide range of support services at local, regional and national levels
    • 7. Works in partnership with Tourism Ireland (who promote Ireland as a holiday destination to overseas markets) and the Northern Ireland Tourist Board (responsible for tourism development and marketing in Northern Ireland)
  • Fáilte Ireland
    • Leads an extensive domestic holiday campaign via www.DiscoverIreland.ie
    • 8. Responsible for.......
    Enterprise Development
    Product Development
    People Development
    Regional Development
    Market Development
  • 9.
  • 10. Tourism Value Chain
    Consumers
    Destination Products/ Services
    Key
    Stakeholders
    Promotion
    • Based on Success
    • 14. Relevant and
    Appropriate
    • Criteria for
    Performance
    Research / Data Management
    Research / Data Management
    Research / Data Management
    EFFECTIVE TOURISM / RECREATION MODEL
  • 21. 1989 vs 2009
  • 22. The Consumer Matrix
  • 23. Overseas Visitors Engaging in Activities
  • 24. Demographics
    Figure 1: Population Projection up to 2031 (000’s)
  • 25. Trends in Ireland's Age Distribution by Cohort
       
  • 26. Implications
  • 27. Implications
  • 28. Implications
  • 29. Tourism Value Chain
    Consumers
    Destination Products/ Services
    Key
    Stakeholders
    Promotion
    • Based on Success
    • 33. Relevant and
    Appropriate
    • Criteria for
    Performance
    Research / Data Management
    Research / Data Management
    Research / Data Management
    EFFECTIVE TOURISM / RECREATION MODEL
  • 40.
  • 41. Key Destination Issues
  • 42.
  • 43. Destination Branding
    • Brand Element Mix
    • 44. Brand Identity
    • 45. Brand Image Building
  • Products and Services
    Consumer Satisfaction Feedback
    • Serviced Accommodation
    • 46. Self Catering Accommodation
    • 47. Food Services
    • 48. Internal Transport
    • 49. Historical & Cultural Attractions
    • 50. Activities
  • Towards a Quality Rural Tourism Experience
    • Marketing and Communications
    • 51. Welcome, Orientation and Information
    • 52. Accommodation
    • 53. Local Produce and Gastronomy
    • 54. Attractions and Events
    • 55. Countryside Recreation
    • 56. Environment and Infrastructure
    • 57. Partnerships
    • 58. Community Involvement
  • Implications for Future Products / Services in Ballyhoura
    Rural Experiences
    Family Fun
    Day Trippers
    Spa & Wellness
    Spiritual Tourism
    Self – Catering (up-market)
    Learn to..
    B&B Accommodation
    Internationalisation
    Food in Tourism
    Traditional Entertainment
    Product Categorisation
    Transport (access/internal)
  • 59. The Domestic Glamping Market
    309,000 domestic C & C trips taken in 2009
    Accounted for 1.5 million bednights
    With an average length of stay of 4.9 nights
    Equates to 4% of all domestic trips and 6% of all domestic bednights
  • 60. 1% of all overseas bed-nights
    Key source markets: Mainland Europe and Britain
    56% arrive by sea
    Almost two thirds (65%) use a car while in Ireland - 50% bring their own car
    Arrive June - August and stay 1-2 weeks
    More than half are first time visitors
    White collar workers
    Almost half (44%) are travelling as part of a couple and more than a quarter are aged under 25 years of age
    South West most popular region
    International ‘Glamping’ Market
  • 61. Food Destination Development Principles
    Consumer
    Focused
    Local and Regional
    Quality and Value
    Assured
    Unique and
    Distinctive
    Profitable and Sustainable
    Providing for a broad spectrum of ‘food experiences’ which provide access to local/regional foods
    Supporting initiatives which help to deliver long term growth and sustainability
    Promoting locally produced Irish food which is reflective of our image as a natural, unspoilt destination
    Understanding visitor expectations and placing those needs at the heart of all developments
    Communicating and delivering upon quality and value
    promises
    Food In Tourism
  • 62. Education
    • Emerging markets
    • 63. Activity and learning
    • 64. Language Programmes
    • 65. Learn to .........
  • Activity and Learning
  • 66. Activity and Learning
  • 67.
  • 68. Culture and Heritage
  • 69. Outdoor Activities
  • 70. Outdoor Activities
  • 71. Consumer Needs Segmentation
  • Consumer Segmentation - Ballyhoura
    • Integration with nature
    • 77. Meeting people
    • 78. Isolation with friendliness
    • 79. ‘typical’ experience
    • 80. Peaceful natural environment
    • 81. Simple accommodation
    Stimulation
    Serenity
    Affiliation
  • Tourism Value Chain
    Consumers
    Destination Products/ Services
    Key
    Stakeholders
    Promotion
    • Based on Success
    • 87. Relevant and
    Appropriate
    • Criteria for
    Performance
    Research / Data Management
    Research / Data Management
    Research / Data Management
    EFFECTIVE TOURISM / RECREATION MODEL
  • 94. Tourism / Recreation landscape 2031
    • Demographic Developments
    • 95. Product / Services Portfolio
    • 96. Market Demands and Needs
    • 97. Environmental / Eco Trends
    • 98. Market and Customer Profile
  • Opportunities for Investors, Businesses, Farmers, Individuals and Communities
    • Existing tourism products – consolidation / growth
    • 99. Future tourism products - new areas of potential
    • 100. Products for day visitors – optimise product mix
    • 101. Technology and Social Media
    • 102. Data Research / Monitoring
    • 103. Tourism Supports (transport, signage, access, etc)
  • TOWARDS 2031
    Thank You