Tourism Review 2016 with Angela Byrne and Richard Slee

1. A review of 2016

2. Schedule
0900 Welcome and presentations in Broadway Cinema Lounge
• Review of the DMP
• 2016/17 Destination Marketing Strategy
• Online booking trends
• Panel Q&A
Prom 1:
• 1055 – 1130 Building your business profile on social media, in particular, on Facebook, Instagram and Twitter.
• 1135 – 1210 Utilising Facebook advertising to meet your business and marketing objectives.
• 1215 – 1250 Blogging, vlogging and the use of interactive content to reach your audience on social media.
Prom 2:
• 1055 – 1130
1135 – 1210
1215 – 1250
• ‘Accommodating All’ Disability Discrimination Act with Annette Burgess, Quality in Tourism (QiT). This talk will explain how the
Disability Discrimination Act 2006 will need to be considered and adopted within the day-to-day operation of the tourism and
hospitality industry and the opportunities it presents attract a demographic of people this Act champions.
Prom 3:
• 1055 – 1130 How to create attractive special offers to bring sales forward all seasons with Nicola Wilkinson, Isle of Man Tourism.
• 1135 – 1210 Digital Trends for Tourism SMEs with Richard Veal, New Minds tellUs.
• 1215 – 1250 Convey Your Message Visually with Liam Gilman Photography and adventure sports coach Keirron Tastagh.
1300 – 1330 Speed Networking with Paragon
1330 Close
• Flo tea, coffee and cold juices will be available throughout the morning in the Colonnade Suite where you can talk to DED Grants &
Assistance, DEFA and New Minds to find out about funding options and business solutions to suit you. The Paragon Recruitment Team
will also be on hand to provide advice on attracting, employing and retaining talent for your business on the Isle of Man.

3. Visitor Statistics

4. Visitor economy performance 2016
• Total visitors increased by 1.7% to 292,328
– Staying visitors in paid accommodation
Remained same as 2015 with 134,674
• All marketing efforts are currently aimed at this group of visitors
• Excludes Friends and Relatives
– Staying Business Visitors up by 9% to 58,155
– Visiting Friends and Relatives down by 0.2% to
97,048
– Visitor spend down by 2% to £106.6 million- £363
per visitor

5. Visitor economy performance 2016
0
50
100
150
200
250
300
350
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
NUmberofVIsitors('000)
DV
BV
VFR
PVPA

6. Visitors by Air (by type)
Visitor
Type
2008 2009 2010 2011 2012 2013 2014 2015 2016
PVPA
24.7 26.6 23.0 26.1 27.5 35.3 42.3 56.4 55.5
VFR
46.2 44.3 46.9 55.2 58.9 60.3 52.9 52.5 58.4
BV
56.9 61.0 54.6 54.2 53.4 53.6 41.2 44.5 49.3
DV
0.8 0.8 2.3 3.0 3.5 3.6 1.7 2.6 2.3
Total
128.7 132.7 126.7 138.7 143.3 152.7 138.2 155.9 165.4

7. Visitors by Sea (by Type)
Visitor
Type
2008 2009 2010 2011 2012 2013 2014 2015 2016
PVPA
72.2 76.0 80.0 78.6 78.8 76.7 84.7 78.2 79.2
VFR
57.6 58.4 62.5 63.5 57.5 47.4 44.8 44.8 38.7
BV
15.8 17.5 15.8 14.4 12.1 12.7 8.9 8.2 8.9
DV
1.0 2.6 2.9 4.6 2.6 1.2 0.9 0.3 0.1
Total
146.5 154.5 161.11 161.1 151.1 138.0 138.7 131.6 126.9

8. Visitor Expenditure (£million) 2016
Travel to/from the
Island Accommodation Other Total
All Visitors Air 17.3 13.8 24.9 56.0
Sea 14.1 15.0 21.6 50.6
Total 31.4 28.8 46.4 106.6
of which:
PVPA Air 6.1 8.7 11.4 26.2
Sea 8.9 13.2 16.1 38.1
Total 15.0 21.9 27.4 64.3
VFR Air 6.1 0.0 8.2 14.3
Sea 3.5 0.0 4.4 7.9
Total 9.7 - 12.6 22.3
BV Air 4.8 5.1 5.2 15.1
Sea 1.7 1.8 1.1 4.6
Total 6.5 6.9 6.3 19.7
DV Air 0.2 0.0 0.1 0.3
Sea 0.0 0.0 0.0 0.0
Total 0.2 0.0 0.1 0.3

9. 9
Product Development
Target New Growth Markets
UK Family Market
• Encouraging Industry Stakeholders to create
packages attractive to the family market.
• Creating itineraries specifically for families,
including wet weather activities.
• Programme of children’s entertainment and
activity across the Island.
• Developing walks with a family focus and
encouraging children to act as the “guide” for
their families adventures.

10. 10
Product Development
Target New Growth Markets
UK Family Market
• Working with DEFA, DOI and Industry Stakeholders
to create Mountain Bike and Walking Routes suitable
for the Family Market.
• Identifying gaps in the family accommodation sector.
• Promotion of “Families Welcome” Schemes.

11. 11
Target New Growth Markets
UK Family Market
• Creation of a variety of blogs to tie in with key
school holidays. E.g. Hop tu na, Christmas,
February Half Term and Easter.
• Carry out further research into this new market
to identify how best to reach this sector.
Product Development

12. 12
Product Development
Target New Growth Markets
Short Break Market
• Encouraging Industry Stakeholders to create
packages attractive to the short break market.
• Develop the offer to appeal to all audience profiles
and activities.
• Continue to improve active market offer.
• Work with Industry Stakeholders to improve the
offer of local food produce and quality places to
eat.

13. 13
Product Development
Cruise Business
• Continue to attract increasing numbers of
cruise ships to the Isle of Man.
• Increase passenger spend with improved
retail offer and stakeholder engagement.
• Increase cruise ship value to the economy
by encouraging commercially competitive.
• Work on the concept of a Deep Water Berth
Facility and the opportunity it could bring to
the Island.

14. 14
Product Development Team
Target New Growth Markets – Active Market
• Continue to work with other Government Depts
and local authorities to improve our offer.
• Improve signage at active market sites including
walking routes, cycling and mountain bike trails
• Work with DOI and DEFA to maintain promoted
routes and facilities.
• Improve on Island travel options for visiting
cyclists to allow them to travel between multiple
cycling trails.

15. Tourism Events
Tourist events support the
Destination Management Plan
by delivering:
• Over 10,000 events visitors
• 33,000 bed-nights
• Over £3 million in visitor spend

16. Tourist Events- Some 2017 highlights
• Isle of Man Darts Festival – March
• CAMRA Real Ale Festival – April
• Re-launched Walking Festival - May
• British National Cycling Championships – June
• Isle of Man Festival of Choirs – October
• Isle of Man International Chess - October

17. 2018 Event Development
• Manx International Road Cycling Festival
• Isle of Man Scooter Rally
• A second major darts festival
• Vintage and classic car club tours

18. Business Development
• 463 registered visitor accommodation properties with
almost 5,589 bed spaces (excluding camp sites and
hostels).
• 138 ‘Gold’ or ‘Silver’ Awards; 31 ‘Breakfast Awards’.
• 330 properties (2,707 bed spaces) with 4 or 5 star rating,
which equates to 71% of all accommodation.

19. Taste IOM
24 Highest Quality Assured 25 Quality Assured 18 Harvest Award

20. Welcome Schemes
• 43 Dogs Welcome
• 98 Stargazers Welcome
• 132 Walkers Welcome
• 112 Bikers Welcome
• 117 Cyclists Welcome

21. National Accessibility Schemes (NAS)
42 properties have requested an NAS rating for 2017 -2018
17 visitor accommodation properties advertised a rating in
2016 -2017
• M1 – 6
• M1 & M2 – 6
• M3a – 2
• M3i – 2
• M3ie - 1

22. Challenges
• Brexit
• Tourism is the most
competitive sector
• Reliance on a small number
of carriers
• Perceived cost of travel
• Competitors increasing
marketing spend

23. Addressing the Challenges
• We work with Chamber Commerce Visitor
Economy Committee, IOM Self Catering
Owners Association, Govt Depts, Local
Authorities as well as volunteer groups.
• Increased communications, including industry
networking event and business courses
• Residents becoming Ambassadors
• Maximising the use of Technology

24. Work Permits – Hospitality Exemption
• Applies to genuine seasonal employment only
– 1st March to 31st October
• Advance registration to the Department
– Requesting details of exemptions required
– Confirmation that IoM workers not available
• Consideration and approval within 3 days
• Notification of workers details on recruitment
• Employer must maintain full records

25. How you can help us
• Let us know about any of the following:
– New developments, new products
– Special interest breaks
– Events
– Special offers
– Packages
– Seasonal packages (Christmas, Easter, Bank holidays,
School holidays etc)
• Statistics

26. Marketing update
Marketing

27. Q & A Panel
• Robin Bischert, Director of Tourism & Visitor
Economy
• Richard Slee, Marketing Manager, DED
• Richard Veal, MD New Mind Tell Us
• Andy Stewart, DED Employment and Skills
Group Manager
• Bernard Warden, DEFA Biosphere Isle of
Man Project

28. Marketing update
2016/2017 Marketing Update

29. Marketing strategy
Increase visitor spend
•Tourist Information Centres
•Website
•Literature
Retention Strategy
•E-newsletters
•Special offers
•Social media
Grow visitor numbers
•Website
•Social media
•Digital campaigns
•Visitor Guide
•E-newsletters
Acquisition Strategy
•Advertising
•Public relations
•Partnership marketing
•Exhibitions
•Social media
Build awareness
and interest in
the Isle of Man
Create the desire
to book a visit
Visit the Isle of Man
Post visit to the
Isle of Man

30. Target Visitor Profiles

31. Marketing Activities 2016/2017

32. Visitisleofman.com
• New Visit Isle of Man website
launched October 2016
• Key new features:
– Online booking
– TripAdvisor & social media channels
– Individual product pages for tourism
businesses
– Events submission
– Internal Customer Relationship
Management System
Source: Hubspot.com

33. Digital
• Visitisleofman.com
• Page views up 44%
• Younger demographic in 2016
• Email newsletters
• 525,421 total emails to 88,000 contacts
• Social media
• 43,000 followers across channels

34. Digital Advertising

35. Video
• Increasingly using video
to highlight the fantastic
array of activities on
offer in the Island
• Quality of content
ensures longer time on
our website

36. • Destinations, London
• Consumer show
42,000 visitors (+3k)
1,500 Visitor Guides (+500)
1,084 Digital Contacts (+97)
Trade Events

37. Public Relations
PR programme generated £2.36million of
coverage in 2016

38. Exploiting the unexpected: “SHARK!”

39. PR campaigns: Ray Mears Press Trip and Blog
Press Trip – August 2016 with journalists from the Guardian and MadeForMums
2 Journalists
Attended
37 Pieces of
Coverage
£320,000 AVE
3,500,000+
Reach
Positioned IOM as an ideal holiday destination for families.

40. Isle of Man on TV
BBC1 “Countryfile” ITV
“Britain’s Best Walks”
BBC1 Inside Out

41. Advertising: Print
• Advertorials - e.g. Coast and
Countryfile
• Press adverts – e.g. Metro and
The Guardian

42. Advertising: Outdoor
Digital poster presence in major UK railway stations:
• Manchester
• Liverpool
• Birmingham
• London

43. Advertising: TV
• 30 sec ads in Granada and Border regions
• Tracking postcodes, website visits and brochure requests

44. 2017 Visitor Guide

45. Tourism Literature