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Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
Potential of Natural Resource Tourism
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Potential of Natural Resource Tourism

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Visitors now have sophisticated needs and …

Visitors now have sophisticated needs and
high expectations and increasingly are
choosing their holiday on “perceived added
value”.Ireland is uniquely placed to offer this kind of holiday experience. Natural Resource Tourism has the potential to meet visitors' needs with a strategic focus on close to home market segments.

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  • 1. Exploring the potential for Natural Resource Tourism Kieran Swail, GTT Consultancy Natural Resource Tourism & Local Development Conference, Ballyronan. 9th November 2005 www.gttconsultancy.co.uk
  • 2. Overview NRT Clarification Tourism Trends Tourism today in Northern Ireland Opportunities – Product Dev & Marketing New Tools Partnership no longer a choice!
  • 3. Recent Projects GTT Client Portfolio TTC Projects 04 – 05 Whos Cooking Business Plan Sati Take The Family Erne Canal Study Malone House Free Famagusta (Cyprus) Belfast Castle Tourism Strategy Newry Institute of Fhe Ireland World Rally Academy of Travel Championships 2007 TTC International NITB Short Breaks A. Plan Iron Donkey Cycle Tours Maiden City Festival Irish Sea Cruises Foyle Events Company Cameron Cavendish Wines Newry & Mourne /Armagh Product Dev Study Cumbria Equine Tourism Study
  • 4. NRT Clarification Natural Resource Tourism represents a host of opportunities 30 Activities listed on the CAAN site Also includes Rural Tourism People Farm, Green, Eco, Agri-tourism Cultural Tourism Place Product Events Tourism Sports Tourism Health Tourism NRT core branded product & competitively positioned in the following destinations Food Tourism Wales- www.adventure.visitwales.com Educational Tourism Aberdeen & Grampians- Heritage Tourism www.castlesandwhisky.com Film Tourism…… Iceland Discoveries – www.iectourist.is Switzerland Experiences – Simple Definition: The promotion and www.myswitzerland.com packaging of the natural resource base Active Orkney - for tourism and recreation use. www.visitorkney.com/active.html Austria You’ve arrived! – www.austria.info
  • 5. In search of the Pamper Experience P Personalised A Added Value M Memorable P Positive E Exciting R Relaxing Visitors now have sophisticated needs and high expectations and increasingly are choosing their holiday on “perceived added value”.
  • 6. Tourism Trends V Marketing Challenges 1.Who are your target markets? 2.Who are your competitors? 3.How do you get visitors to come to Northern Ireland? The world has literally shrunk for the tourist! “Tourists are taking more control of the holiday booking process and tailoring trips to individual preferences. Ireland is uniquely placed to offer this kind of holiday experience” Irish Times 21 Oct 05
  • 7. Natural Resource Tourism Image v Reality “In many cases it is probably the image more than the factual information that produces a tourist destination to travel” (La Page & Cormier 1977) Challenge - How do you ensure visitors expectations are met or surpassed? Can you measure this?
  • 8. Purchase Funnel Active Interest Intent Planning Purchase Loyalty Intend to go Holiday- on holiday to Intend to go makers NI at Holiday - on holiday to who are sometime Makers who NI in re-visiting in future have next 2-3 NI bought a years Intend to go holiday to NI To NI in next 12 months Challenge - How do you move your visitors along the Purchase Funnel from lookers-to-bookers?
  • 9. NI Visitor Performance 2004 2004 2003 % +/- Total Visits 2,093,000 2,013,000 +4 Domestic Holiday/leisure 405,000 365,000 +11 Tourism Recreation/Visits Visits down by 13% - Visitor Nights 8,754,000 9,071,000 -3 opportunity? +7(real Visitor Spend £325m £297m terms) Comment: NI enjoyed significant tourism growth in 2004 compared to average 2% growth in Europe Note: 7.7 million people visited the Island of Ireland in 2004, an increase of over 3% on 2003. Tourism Ireland Oct 05
  • 10. NITB Targets 2005 - 08 + out-of-state visitor spend by 8.5% + domestic holiday spend by 6.5% + NI’s share of all-island visitors by 1% each year Immediate return segments: • Sightseers and Culturalists: GB, USA, Canada, Australia, France • Couples: NI, ROI • Empty Nesters: NI, ROI • Families: NI, ROI • Business: ROI,GB, USA, Canada Comment: Strategic focus on close to home market segments
  • 11. Product Gaps Family Friendly facilities – leisure, crèche and children’s clubs Limited availability of consumer data to make informed tactical decisions on marketing and product development Low market profile offline and online in comparison to ROI Relative absence of product linkages Development of routes & trails as a ‘magnet’ for visitors Absence of destination branding and quality accreditation schemes
  • 12. Hurdles for tourism SMEs •Funding applications •Skills gap – how to market products •Sense of isolation post business start-up phase – •Suitably qualified staff •E-Commerce facilities - Merchant accounts •Lack of cohesive multi-agency approach to planning and development of small scale tourism projects
  • 13. Solutions •Tourism Advice Hub - Tourism4Me (www.tourism4me.com) •Opportunities for new Regional Tourism Partnerships •Training – Need to be flexible, focus on Mentoring and Coaching. Examples: •TWIGS Initiative - www.twigs.ie •Scot Exchange Network Tourism Training www.scotexchange.net “E-Marketing Toolkits, Familiarisation visits, and customised marketing partnerships are valued by Tourism SMEs” Canadian Tourism Commission Feb 2005
  • 14. Time to get online! In the UK there were 27 million people online in 2004. Online travel sales in the UK up 40% on 2003! "The Internet has become a vital and unique medium in the battle to stay competitive in the international tourism sector" J Byrne, Tourism Ireland, Sep 2005
  • 15. Develop the potential of NRT through E- Marketing - Measure through Web Analytics 4 4 Websites Ezines Emails Ebrochures Tourism SMEs IDTV Pay Per Click Mobile Phones Blogs PDAs Viral Marketing See: www.webtrends.com
  • 16. From Marketing to Sales - How to Bridge the Gap? Marketing now a dynamic activity Listening and building lasting relationships Tactical Activities Segmentation Reward “the connectors” Apply the P2M rule Get online!
  • 17. P2M -How do you get your NRT product to market? Challenge: How to acquire customers with limited resources?
  • 18. Traditional Tier 1 NRT Products Golfing Fishing Walking Cycling
  • 19. Niche NRT products now more popular “Ireland has everything needed to be a coldwater surfing paradise. Ireland has some of the best surfing conditions anywhere on the planet outside of Hawaii” Irish Times 21 Oct 2005
  • 20. Health tourism, spas and relaxation Women go to spas to be fussed over for hours on end, with the goal of a healthier tone to their skin. Men go with the hope of a quick fix for muscle pain. Growing market segment “Spa goers feel fitter, more confident and happier with their body image, than those who choose a more traditional type of holiday” Irish Times 21 Oct 05
  • 21. Food Tourism Emerging Niche More discerning travellers Focus on authenticity & origin Cookery Schools Farmers’ Markets Food & Drink Trails Food Tourism Destination Branding ‘Flavour of Tyrone’, ‘Meath Good Food Circle’ ‘Fuschia Brand West Cork’ “ Food that is expressive of a region and its culture can be used as a means of differentiation for a destination in an increasingly competitive global marketplace” (Hall:1993)
  • 22. Find your niche and focus Singles holidays Single parent family holidays Less abled / disabled travellers Holidays for animal owners Your product, Your location, Your Quality, Your Service, Your target market, Your distribution channel e.g. website or ebrochure - YOU!! Ask your customers what they think of their experience - invaluable The Shannon Region in Ireland has launched 5 digital ebrochure for angling, touring, horse riding, golf and walking www.shannonregiontourism.ie
  • 23. CRM – Keep it simple! Make good friends with customers!
  • 24. Novel idea to promote natural resources - www.foodskool.ie
  • 25. Interactive Map of South Belfast www.visitsouthbelfast.com
  • 26. Destination Perspective - Leadership, partnership, ownership! “Tourism does not function in a vacuum” (Mintza & Pappadopolus 1985) How can the objectives of developing and marketing natural resource tourism opportunities be best met and balanced with the needs of small communities, individual businesses and regional bodies within the region? Simple! Only an integrated, multi- A agency approach will work - facilitated by partners, BUT co- ordinated locally. Partnership represents a more complex way of doing business moving from competition to cooperation to collaboration and the task is not an easy one.
  • 27. Business Perspective -Partnership is the key to sustainability and success Challenge: Embrace or reject partnership? Co-operation and clusters key to competitiveness – product linkages. Erne Canal Charter Boat Association (www.boat- holidays.info) Equestrian Holidays Ireland (www.ehi.ie) Health Farms of Ireland (www.healthfarmsofireland.com) Horse Holidays in Cumbria – www.horseholidaysincumbria.co.uk Comment: In regions where niche tourism has worked – partnership, networking, collaboration and innovation abound
  • 28. So why do clusters work? Form value chain built on linkages and interdependencies among players Achieve synergy and economic advantage in terms of market entry, access and penetration Shopping analogy Booktowns Concept (www.booktown.net) Gourmet Towns (www.cork-guide.ie/kinsale/gourmet.html)
  • 29. Potential for Natural Resource Tourism – now the reality check! NI is an ideal environment for developing compelling NRT product offerings NI tangible evidence of visitor growth – plans for sustainable marketing and product development Need for real help to find ‘best fit’ for bringing product-to-market Political will & inertia V vision & leadership
  • 30. Honestly - this is the end! •Remember PAMPER •Think Niche Product, Segment, Location •Keep in touch with your customers •Focus on technology - it works! •Apply P2M to your ideas •Embrace partnership & Network A final thought: “ A Place’s image must be valid in many ways through several channels if it is to succeed and take route” (Kotler 1993)

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