Dr Sheila Flanagan, Head of Learning Development and External Engagement in the Dublin Institute of Technology presented on the current tourist data capture strategies employed in Dublin's Fingal region and how they use this data to drive decision making in the tourism sector.

1. Tourism Strategy 2015-18
Data Driven Decision making
in the Dublin region
A Fingal Perspective
Sheila Flanagan, PhD, Head of Learning Development and External
Engagement. DIT

2. Tourism Strategy 2015-18
Structure of Presentation
• Tourism Review – Current Trends
• Destination Dublin
• Fingal Tourism Strategy 2015-2018
(Draft)
• Data Collection and Management Fingal
• Planning

3. Tourism Strategy 2015-18
Tourism Review 2014
• Improved economic conditions in source markets, the increase in capacity on air
and sea services into Ireland, a stronger US$ and £sterling, and a more competitive
product came together to produce a great year for the tourism sector.
• Overseas visitor arrivals grew by 9%, or 650,000 to 7.3 million, the best year since
2008, with all 4 top markets recording growth.
• The United States, Germany, France, and Canada all returned record
performances, with Ireland winning market share of outbound tourism in the
important US and German markets.
• Overseas tourists spent over a quarter of a billion euros more in the country in
2014, bringing the total to just over €3.5 billion, up 9% on the previous year.
• Domestic tourism revenue is reported to have grown by 6% to €1.5 billion,
together with a further €335 million earned from Northern Ireland visitors.
• Total earnings of the industry will exceed €6.3 billion, an increase of 7% on the
previous year.
• Tourism businesses currently are estimated to employ in excess of 200,000, based
on Fáilte Ireland data, with up to 5,000 jobs having been added in the year.

4. Tourism Strategy 2015-18
Comparators

5. Tourism Strategy 2015-18
The Context
• Industry sentiment on the island of Ireland and among overseas trade partners is positive
and the early outlook for 2015 is good.
• This year, our key marketing and promotional themes include the Wild Atlantic Way, the
Causeway Coastal Route, Dubline, Yeats 2015, the Irish Open at Royal County Down, the
South and East, Irish Design 2015 and the Tall Ships in Belfast, as well as the opening of the
Gobbins Cliff Path on the Antrim coast.
• We will also be highlighting the British-Irish Visa Scheme which makes it easier than ever for
visitors from emerging tourism markets including China and India to visit the island of Ireland
in 2015.

6. Tourism Strategy 2015-18
Consumer Trends
• Technologically savvy consumers
• New ways of obtaining information
• Looking for unique experiences
Tourism Irelands Digital Footprint
• 13.6m visits to Ireland.com
• 35 million emails
• 3 million fans on facebook

7. Tourism Strategy 2015-18
A new wayof
working
to achieveGrowth
A visitor
focused
strategy:
‘Social Energisers’
‘Culturally
Curious’
Conferences &
Incentives
Cruise visitors
Event visitors
A new
Dublin
propositio
n = new
brand
7 I
The opportunity
6.2m visitors by 2020
Doubling of revenue to €2.5 billion
19,600 new jobs
Growth in overseas spending: +8.6% pa
Growth in employment: +7.6% pa
Grow Dublin Tourism
Alliance
Finalise development of new
brand and secure ‘buy-in’
Develop a new funding
model
Design operational
programme with Failte
Ireland & Tourism Ireland.

8. Tourism Strategy 2015-18
GG
New NationalTourism
Policy
Enhanced role forLocal Authorities
Improving
economic
climate
Ireland’s
tourism
returns to
growth
8 I
Fingal Tourism Strategy – The Context
Tourism a
global
growth industry
Tourism a
global
growth industry
Grow Dublin
Tourism
Initiative

9. Tourism Strategy 2015-18
The contestable markets
o Local resident population;
o Population resident in within 1-1.5 hours travel (est. 2.4 m)
o Out of state visitors to Dublin / Ireland
o Domestic visitors to Dublin

10. Tourism Strategy 2015-18
Core Objective
….focus on tourism
potential as a driver of
economic development to
deliver income, business
enterprises & jobs
.
10 I
Fingal Tourism Strategy 2015-2018

11. Tourism Strategy 2015-18
Vision for tourism in Fingal
An attractive, vibrant and sustainable tourism
destination delivering a distinctive experience for local
residents, Irish and international visitors.

12. Tourism Strategy 2015-18
Data Driven Decision Making in
Fingal –using the DIT ACHIEV
Model

13. Tourism Strategy 2015-18
Divided indicators into
6 Fields of Interest
A
H C
I V
E
DIT-ACHIEV Model

14. Tourism Strategy 2015-18
Implementing the Model

15. Tourism Strategy 2015-18
Overall process
1) Data Collection
2) Data Analysis
3) Identification of Issues
4) Planning for the Future

16. Tourism Strategy 2015-18

17. Tourism Strategy 2015-18

18. Tourism Strategy 2015-18
Dublin 15Dublin 15
Rush / Lusk /
Loughshinny /
Balbriggan
Rush / Lusk /
Loughshinny /
Balbriggan
Portmarnock / Malahide
/ Swords / Airport /
Portrane / Donabate
Portmarnock / Malahide
/ Swords / Airport /
Portrane / Donabate
Howth / Baldoyle /
Sutton
Howth / Baldoyle /
Sutton
Rural
Hinterland
Rural
Hinterland
5 Zones5 Zones

19. Tourism Strategy 2015-18
• Results of 187 Surveys collected between July and
November 2013
• Each location was asked to complete 2 surveys per
week for a period of 3 months
• 18 Locations participating in survey collection-
• Best performers: Howth Tourist Office, Malahide Castle,
Ardgillan Castle
Other participants:
– Crowne Plaza Blanchardstown
– Skerries Mills
– Sutton Golf Club
– Malahide Tourist Office
– Airport View Hotel
– Flavours of Fingal
– Castleknock Hotel
– Balbriggan Tourist Office
– Redbank

20. Tourism Strategy 2015-18

21. Tourism Strategy 2015-18

22. Tourism Strategy 2015-18
Additional responses:
On a business trip, close to the airport, English School, Heritage Week, lived here
50 years ago, wedding, visiting family

23. Tourism Strategy 2015-18

24. Tourism Strategy 2015-18

25. Tourism Strategy 2015-18

26. Tourism Strategy 2015-18

27. Tourism Strategy 2015-18
Most FrequentSpend Average Spend
Accommodation €50 €89
Food €30 €50
Shopping €100 €76
Entertainment €50 €41
Transport €10 €22
Total Spend in Fingal €30 €192

28. Tourism Strategy 2015-18
Best Experience
• Accessibility, scenery, beaches
• The people
• Guided Tour
• Ardgillan Castle
• Bars and restaurants
• Blanchardstown Centre
• Malahide Castle
• Cliff walk in Howth
• Dinner by the sea
• Flavours of Fingal
• Food
• Gardens
• Golf
• Interesting historical sites
• Links golf courses
• Museums
• Walks
• Skerries
• Train from city to Howth
• Views
• Sightseeing

29. Tourism Strategy 2015-18
Worst Experience
• Accommodation was not as expected
• Expensive food
• M1, M50
• Parking meters
• Confusing signage
• Dog wardens not on duty
• Driving and traffic
• Getting wet while waiting for bus
• Waiting for a bus that never came
• Taxi drivers
• Only shopping to do when wet
• Signage
• Pot holes
• The weather

30. Tourism Strategy 2015-18
3) Identification of Issues3) Identification of Issues

31. Tourism Strategy 2015-18

32. Tourism Strategy 2015-18
Traffic Light Assessment of Carlingford
Indicators

33. Tourism Strategy 2015-18
Carlingford Issues Paper

34. Tourism Strategy 2015-18
Carlingford Issues Paper