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Ballyhoura Presentation 2031 -Dr. Tony Lenehan

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Ballyhoura Presentation 2031 -Dr. Tony Lenehan Ballyhoura Presentation 2031 -Dr. Tony Lenehan Presentation Transcript

  • TOWARDS 2031
    A Tourism / Recreation Perspective for BallyhouraCountry
    Dr. Tony Lenehan
  • 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?
  • 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)
  • Fáilte Ireland
    • Leads an extensive domestic holiday campaign via www.DiscoverIreland.ie
    • Responsible for.......
    Enterprise Development
    Product Development
    People Development
    Regional Development
    Market Development
  • 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
  • 1989 vs 2009
  • The Consumer Matrix
  • Overseas Visitors Engaging in Activities
  • Demographics
    Figure 1: Population Projection up to 2031 (000’s)
  • Trends in Ireland's Age Distribution by Cohort
       
  • Implications
  • Implications
  • Implications
  • 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
  • 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 Services
    • Internal Transport
    • Historical & Cultural Attractions
    • Activities
  • 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
  • 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)
  • 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
  • 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
  • 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
  • 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
    • Integration with nature
    • Meeting people
    • Isolation with friendliness
    • ‘typical’ experience
    • Peaceful natural environment
    • Simple accommodation
    Stimulation
    Serenity
    Affiliation
    • Freedom
    • Status
    • Control
  • 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
  • Tourism / Recreation landscape 2031
    • Demographic Developments
    • Product / Services Portfolio
    • Market Demands and Needs
    • Environmental / Eco Trends
    • Market and Customer Profile
  • 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)
  • TOWARDS 2031
    Thank You