This document discusses innovation in tourism and provides ideas for developing an innovative tourism enterprise. It suggests incorporating innovation is necessary to increase visitor numbers and revenue streams. Some opportunities mentioned include developing innovative business strategies and linkages between heritage sites, activities, transportation and accommodation providers. Developing a unifying branding concept and total branding approach for a region is also recommended to create a more compelling and distinctive tourism experience.

1. Innovation & Tourism
Ideas for a Tourism Enterprise
By Ronan A. O’Reilly
15th July 2012

2. What is innovation?

3. What is “Travel” in 2012?
1. A highly involving PERSONAL experience
2. Extensively planned
3. Excitedly anticipated
4. Fondly remembered

4. Destinations
“Tourism destinations as fashion accessories”
World Trade Organisation
Statements & group memberships of:
1. Identity
2. Lifestyle
3. Status

5. Is Innovation Necessary?
• Why incorporate innovation into a business?
• Is it worth the:
– Human Resources?
– Time Commitment?
– Investment?
• Think about it for a moment!

6. Opportunity?
Example of an Opportunity Statement!
Opportunity to develop an innovative business
strategy
in order to increase visitor numbers to area and
grow revenue streams between now & a defined date

7. Innovative Approach
Must take into account area’s collection of:
– Heritage sites
– Castles
– Activity centres
– Transport companies
– Accommodation providers
– Service providers

8. Tourism Organization
• Source of deep expertise & insight
• Identify ‘pockets of opportunity’
• Provide on-going stream of ideas and platforms
(that capture imagination & exceed expectations)
• Create conditions for product development
(forums, networks, energy, incentives etc.)
• New opportunities on the supply-side
(facilities, access, info provision)

9. Design Thinking
Design-Driven Innovation
About observing users needs:
• Empathy
• Integrative Thinking
• Optimism
• Experimentalism
• Collaboration

10. Want to punch above your weight?
Knowledge linkages leads to
1. Increase in innovation performance
2. To a > than a larger organization
3. Difficult to create linkages in the 1st place
(Love et al. 2012)

11. Successful Linkages formed?
Develop Successful Linkage Stories:
1. Talked to Sierra Club about a trail
2. Created The Aoibhinn Walking Trail
3. Led to more talks
4. Led to a Walled Garden.
5. Leads on to ….??
Remember your businesses can punch above its
weight too if it “knowledge linkages”

12. Why linkages?
1. Longer dwell-times!
2. Increased revenue!
3. Everyone benefits!

13. Be a Lead Innovator (Storyteller)!
• A shared sense of purpose and direction
• Understood by everyone
• Inspirational
• Leads to goals, objectives and metrics

14. Staff Empowerment?
• Will failure be celebrated as a learning experience?
• Will there be time to try new things?
• Can staff challenge the way things are done?
• Will risk-taking be encouraged or discouraged?
• Will staff be empowered?

15. Be Open
• Be Entrepreneurial
• Welcome ideas
• Question everything
• Encourage lateral thinking
• Empower individuals
• Manages risk

16. Leading promotion
• Provide insight into the most appropriate
forums, media, positioning
• Providing platforms/resources to underpin
marketing efforts for products

17. 1b. Product Development
Moving from a concentration of focus within silos
(e.g. Built Heritage, Natural Heritage, Performing
Arts, etc.) to across silos
and
Moving from ‘observation-based’ (‘look but don’t
touch’) visitor experiences to something more
embracing and participatory.
(Fáilte Ireland 2010 - A New Strategy for Cultural Tourism)

18. 1b. Product Marketing
Moving from supermarket approach to
something that is more
compelling, distinctive, joined-up and consumer
needs-focused.
(Fáilte Ireland 2010 A New Strategy for Cultural Tourism)

19. Simple Categorization
Accommodation Showcasing specialities:

20. Linkages, Linkages, Linkages
• Not only links with attractions
– Health: Lodges, Taxi Service & Beauty Parlour
– Gardens: B&Bs and Taxi/Bus Transport
– Food Lovers: B&Bs, Restaurants, Food Schools
– Walkers: ____________________
– Eco-friendly: _________________
– Adventure seekers: ____________

21. Unifying Concepts?
(example Book of Kells)
Fáilte Ireland, 2010

22. Total Branding
“Places currently offer the greatest untapped
branding opportunities”
WTO
• Benefits are enormous
• Has emotional value (the power of travel)
• Is holistic
• Enriches & advances “personality” of area