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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 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
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
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 1,343 924 462 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
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.
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.
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
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
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
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
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 with nature
- Meeting people
- Isolation with friendliness
- ‘typical’ experience
- Peaceful natural environment
- Simple accommodation
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

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Ballyhoura Presentation 2031 -Dr. Tony Lenehan

  • 1. TOWARDS 2031 A Tourism / Recreation Perspective for Ballyhoura Country Dr. Tony Lenehan
  • 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.
  • 4. 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)
  • 5. Fáilte Ireland • Leads an extensive domestic holiday campaign via www.DiscoverIreland.ie • Responsible for....... Enterprise Development Product Development People Development Regional Development Market Development
  • 6.
  • 7. 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
  • 10. 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
  • 11. Demographics Figure 1: Population Projection up to 2031 (000’s)
  • 12. 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
  • 13. 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.
  • 14. 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.
  • 15. 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
  • 16. 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
  • 17.
  • 19.
  • 20. Destination Branding • Brand Element Mix • Brand Identity • Brand Image Building
  • 21. Products and Services Consumer Satisfaction Feedback • Serviced Accommodation • Self Catering Accommodation • Food Services • Internal Transport • Historical & Cultural Attractions • Activities
  • 22. 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
  • 23. 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)
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. Education • Emerging markets • Activity and learning • Language Programmes • Learn to .........
  • 30.
  • 34. Consumer Needs Segmentation • Stimulation • Status • Control • Serenity • Affiliation • Freedom
  • 35. 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
  • 36. 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
  • 37. Tourism / Recreation landscape 2031 • Demographic Developments • Product / Services Portfolio • Market Demands and Needs • Environmental / Eco Trends • Market and Customer Profile
  • 38. 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)