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TOWARDS 2031
A Tourism / Recreation Perspective
for Ballyhoura Country
Dr. Tony Lenehan
Key Questions
• What does the future hold for the
development of Tourism / Recreation in rural
areas?
• What are the oppor...
Fáilte Ireland
• National Tourism Development Authority
• Established May 2003 …..amalgamation of Bord Fáilte (1956)
and C...
Fáilte Ireland
• Leads an extensive domestic holiday campaign
via www.DiscoverIreland.ie
• Responsible for.......
Enterpri...
Tourism Value Chain
Consumers
Destination
Products/
Services
Key
Stakeholders
• Profile
• Needs
• Sources
• Marketing /
Pr...
1989 vs 2009
The Consumer Matrix
Overseas Visitors Engaging in Activities
Overseas
Participants
(000s)
Spend in
Ireland
(€mn)
Overseas
Holidaymakers
(000s)...
Demographics
Figure 1: Population Projection up to 2031 (000’s)
Trends in Ireland's Age Distribution by Cohort
Population (000's)
0-14 15-24 25-44 45-64 65+ Total
2006 865 638 1,343 924 ...
Implications
Trends Impacts
Substantial
growth in overall
size of domestic
market
 the population to expand to 6 million ...
Implications
Trends Impacts
Increase in 0-19s
(0-14s to peak
by 2023)
 continuing demand for family holidays
 increase i...
Implications
Trends Impacts
Time pressure  further increase in trip and holiday ‘snacking’
 total relaxation -v- ‘packin...
Tourism Value Chain
Consumers
Destination
Products/
Services
Key
Stakeholders
• Profile
• Needs
• Sources
• Marketing /
Pr...
Key Destination Issues
Destination Branding
• Brand Element Mix
• Brand Identity
• Brand Image Building
Products and Services
Consumer Satisfaction Feedback
• Serviced Accommodation
• Self Catering Accommodation
• Food Service...
Towards a Quality Rural Tourism
Experience
• Marketing and Communications
• Welcome, Orientation and Information
• Accommo...
Implications for Future Products /
Services in Ballyhoura
• Rural Experiences
• Family Fun
• Day Trippers
• Spa & Wellness...
The Domestic Glamping Market
• 309,000 domestic C & C trips taken in
2009
• Accounted for 1.5 million bednights
• With an ...
International ‘Glamping’
Market
• 1% of all overseas bed-nights
• Key source markets: Mainland
Europe and Britain
• 56% ar...
Food In Tourism
Food Destination Development Principles
Unique and
Distinctive
Consumer
Focused
Local and
Regional
Quality...
Education
• Emerging markets
• Activity and learning
• Language Programmes
• Learn to .........
Activity and Learning
Activity and Learning
Culture and Heritage
Outdoor Activities
Outdoor Activities
Consumer Needs Segmentation
• Stimulation
• Status
• Control
• Serenity
• Affiliation
• Freedom
Consumer Segmentation - Ballyhoura
1. Stimulation
2. Serenity
3. Affiliation
• Freedom
• Status
• Control
- Integration wi...
Tourism Value Chain
Consumers
Destination
Products/
Services
Key
Stakeholders
• Profile
• Needs
• Sources
• Marketing /
Pr...
Tourism / Recreation landscape 2031
• Demographic Developments
• Product / Services Portfolio
• Market Demands and Needs
•...
Opportunities for Investors, Businesses,
Farmers, Individuals and Communities
• Existing tourism products – consolidation ...
TOWARDS 2031
Thank You
Ballyhoura Presentation 2031 -Dr. Tony Lenehan
Ballyhoura Presentation 2031 -Dr. Tony Lenehan
Ballyhoura Presentation 2031 -Dr. Tony Lenehan
Ballyhoura Presentation 2031 -Dr. Tony Lenehan
Ballyhoura Presentation 2031 -Dr. Tony Lenehan
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Transcript of "Ballyhoura Presentation 2031 -Dr. Tony Lenehan "

  1. 1. TOWARDS 2031 A Tourism / Recreation Perspective for Ballyhoura Country Dr. Tony Lenehan
  2. 2. Key Questions • What does the future hold for the development of Tourism / Recreation in rural areas? • What are the opportunities for rural areas, particularly for the Ballyhoura Development area?
  3. 3. Fáilte Ireland • National Tourism Development Authority • Established May 2003 …..amalgamation of Bord Fáilte (1956) and CERT (1963) • Offers tourism professionals and service providers a wide range of support services at local, regional and national levels • 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)
  4. 4. Fáilte Ireland • Leads an extensive domestic holiday campaign via www.DiscoverIreland.ie • Responsible for....... Enterprise Development Product Development People Development Regional Development Market Development
  5. 5. Tourism Value Chain Consumers Destination Products/ Services Key Stakeholders • Profile • Needs • Sources • Marketing / Promotion • Based on Success • Relevant and Appropriate • Criteria for Performance • Identity • Community • Investors • Providers • LEADER • Local Authorities • Ballyhoura Dev. Research / Data Management Research / Data Management Research / Data Management EFFECTIVE TOURISM / RECREATION MODEL
  6. 6. 1989 vs 2009
  7. 7. The Consumer Matrix
  8. 8. Overseas Visitors Engaging in Activities Overseas Participants (000s) Spend in Ireland (€mn) Overseas Holidaymakers (000s) Spend in Ireland (€mn) Hiking/Cross Country Walking 830 494 366 215 Golf 143 110 74 59 Angling 132 105 60 43 Cycling 114 97 42 29 Equestrian 46 27 16 11
  9. 9. Demographics Figure 1: Population Projection up to 2031 (000’s)
  10. 10. Trends in Ireland's Age Distribution by Cohort Population (000's) 0-14 15-24 25-44 45-64 65+ Total 2006 865 638 1,343 924 462 4,233 2011 957 590 1,552 1,050 536 4,686 2016 1,050 587 1,647 1,165 646 5,095 2021 1,116 624 1,639 1,303 770 5,451 2031 1,195 717 1,643 1,571 974 6,000
  11. 11. Implications Trends Impacts Substantial growth in overall size of domestic market  the population to expand to 6 million by 2031  domestic trips will rise from 10.4mn - 12.1mn  domestic holiday trips increase to 5.4mn – 6.3mn Large increase in older age groups (50+ and 65+)  increased demand  heterogeneous group  more short breaks  established habits persist: • more demand for culture/heritage attractions • increased interest in health and spa holidays • increased demand for hotels  some increase in off-peak holiday taking  increased participation in activities  product design matters more: - access, location, visuals, acoustics, etc.
  12. 12. Implications Trends Impacts Increase in 0-19s (0-14s to peak by 2023)  continuing demand for family holidays  increase in activity-based holidays  demand for self-catering options, but with comforts  interest in new and extreme sports will grow Smaller families, & non- traditional structures  increase in inter-generational / multi-generational parties  growth in adult parties without children More single person households  increased demand for products catering to single people of all ages  education, culture and interest based holidays for older age- groups  activity, adventure, exploration holidays for younger ages  combinations of the above for middle aged singles. Growth in women specific holidays  demand for products that meet the needs and interests of women in safe, secure environments.
  13. 13. Implications Trends Impacts Time pressure  further increase in trip and holiday ‘snacking’  total relaxation -v- ‘packing as much as possible in Globalisation, Accessibility, Authenticity, Image & Brand  we will be able to draw tourists from further afield  we will face more competition  need a clear sense of what it means to be Irish and what makes us different, otherwise it is ‘me too’ time Culture & Heritage  demand grows with education and income  it means different things to different people – what will we offer  is it our only key differentiator Climate Change  more focus on sustainable tourism management policies
  14. 14. Tourism Value Chain Consumers Destination Products/ Services Key Stakeholders • Profile • Needs • Sources • Marketing / Promotion • Based on Success • Relevant and Appropriate • Criteria for Performance • Identity • Community • Investors • Providers • LEADER • Local Authorities • Ballyhoura Dev. Research / Data Management Research / Data Management Research / Data Management EFFECTIVE TOURISM / RECREATION MODEL
  15. 15. Key Destination Issues
  16. 16. Destination Branding • Brand Element Mix • Brand Identity • Brand Image Building
  17. 17. Products and Services Consumer Satisfaction Feedback • Serviced Accommodation • Self Catering Accommodation • Food Services • Internal Transport • Historical & Cultural Attractions • Activities
  18. 18. Towards a Quality Rural Tourism Experience • Marketing and Communications • Welcome, Orientation and Information • Accommodation • Local Produce and Gastronomy • Attractions and Events • Countryside Recreation • Environment and Infrastructure • Partnerships • Community Involvement
  19. 19. 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)
  20. 20. 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
  21. 21. International ‘Glamping’ Market • 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
  22. 22. Food In Tourism Food Destination Development Principles Unique and Distinctive Consumer Focused Local and Regional Quality and Value Assured Promoting locally produced Irish food which is reflective of our image as a natural, unspoilt destination Profitable and Sustainable Understanding visitor expectations and placing those needs at the heart of all developments Providing for a broad spectrum of ‘food experiences’ which provide access to local/regional foods Communicating and delivering upon quality and value promises Supporting initiatives which help to deliver long term growth and sustainability
  23. 23. Education • Emerging markets • Activity and learning • Language Programmes • Learn to .........
  24. 24. Activity and Learning
  25. 25. Activity and Learning
  26. 26. Culture and Heritage
  27. 27. Outdoor Activities
  28. 28. Outdoor Activities
  29. 29. Consumer Needs Segmentation • Stimulation • Status • Control • Serenity • Affiliation • Freedom
  30. 30. Consumer Segmentation - Ballyhoura 1. Stimulation 2. Serenity 3. Affiliation • Freedom • Status • Control - Integration with nature - Meeting people - Isolation with friendliness - ‘typical’ experience - Peaceful natural environment - Simple accommodation
  31. 31. Tourism Value Chain Consumers Destination Products/ Services Key Stakeholders • Profile • Needs • Sources • Marketing / Promotion • Based on Success • Relevant and Appropriate • Criteria for Performance • Identity • Community • Investors • Providers • LEADER • Local Authorities • Ballyhoura Dev. Research / Data Management Research / Data Management Research / Data Management EFFECTIVE TOURISM / RECREATION MODEL
  32. 32. Tourism / Recreation landscape 2031 • Demographic Developments • Product / Services Portfolio • Market Demands and Needs • Environmental / Eco Trends • Market and Customer Profile
  33. 33. Opportunities for Investors, Businesses, Farmers, Individuals and Communities • Existing tourism products – consolidation / growth • Future tourism products - new areas of potential • Products for day visitors – optimise product mix • Technology and Social Media • Data Research / Monitoring • Tourism Supports (transport, signage, access, etc)
  34. 34. TOWARDS 2031 Thank You
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