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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