Ireland's Association for Adventure Tourism - Athlone | 17.01.2020 - Ireland's Association for Adventure Tourism
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Ireland’s Association for Adventure Tourism Athlone | 17.01.2020
ABOUT IAAT
Independent representative association for
the adventure tourism sector on the island
of Ireland.
IAAT aims to develop the sector in a
sustainable and responsible manner.
Group came together in 2017
Launched in 2018
Non-profit; Voluntary Board of Directors
IAAT BOARD Maurice Whelan (Chairperson) – Ireland Walk Hike Bike, Kerry Shane Young (Treasurer) – Killary Adventure, Galway Rob Rankin – Vagabond Tours, Wicklow Keith McDonnell – EI Travel Group, Dublin Colin Wolfe – Connemara Wild Escapes, Galway Marcus Magee – Rural Adventure Tours, Cavan Derek Binchy – Fota Adventure, Cork Eimear Flanagan – Away A Wee Walk, Belfast
WHAT IAAT DO Representation – Group Voice Networking – Quarterly meetings Training – Insurance, Sustainability, Marketing Insurance – focus on solutions Lobbying e.g. Government, Insurance Ireland Sustainability – carbon neutral organisation International Index for Adventure Tourism
WHAT IAAT DO Development of Guide Standards Commercial Partnerships Research – Survey Membership Working with Partners e.g. Fáilte Ireland Annual Conference
COLLABORATION
IAAT working with:
Fáilte Ireland and programmes e.g. IHH, IAE,
WAW and Visit Dublin
Clusters e.g. Adventure Sligo
ITIC (wider tourism industry)
Sport Ireland
FI: Visitors are increasingly looking at activities,
then booking accommodation
“Collaboration, not Competition”
INSURANCE
Book of Quantum
€21,200 (soft tissue, non-ligament)
4.5 x UK; Germany (up to €1215);
Canada (up to €2315)
Claims/Compensation culture
Alliance for Insurance Reform
Reform
Garda Insurance Fraud Unit
SOLUTIONS & PLANS Group scheme Immediate solutions Reform (AIR) Europe-wide cover Fáilte Ireland research (BDO)
Conference 2019
DAY 1 ACTIVITIES
DAY 2 MAIN CONFERENCE. SPEAKERS,
PANELS & BREAKOUT SESSIONS INCL:
Paul Kelly, Fáilte Ireland
Eoghan O’Mara Walsh, ITIC
Mike O’Shea, Adventurer
Michael Lennon, IHF
Insurance, PR & Marketing, Guide Standards Panels
Financial breakout sessions
2020 CONFERENCE – 25th & 26th November
Membership – Join Us €150 if turnover is < €125k €300 if turnover is €125k - €250k €450 if turnover is €250k - €500k €600 if turnover is €4k - €750k €750 if turnover is €750k - €1m €1000 if turnover is > 1€m If you’re business is in some way connected to tourism, you can also join as an ‘Affiliate Member’
THANK YOU
Paddy Matthews HEAD OF OPERATIONS IRELAND’S HIDDEN HEARTLANDS (FÁILTE IRELAND)
2019 Review & 2020 Plans
Unveiling of the Brand in April 2018
Launching the Brand to the Market at
Meitheal April 2019
» 28 Businesses from all 9
counties
(9 businesses in 2018)Where are we starting from?
Where we are…
Ireland’s Hidden Heartlands is an
emerging destination:
» Not strongly identified as a tourism
destination – poor consumer
awareness and a permeable transit
zone.
» 3.5% overseas overnights.
3.5% domestic overnights.
» Some very good accommodation,
but only 4% of registered bedstock.
» Some good industry networks and
clusters, and they need to be
commercialised and cross-county.
» Patchy range of visitor experiences
across the region.2019 Performance (est.)
Overseas tourists 433,000
Total Spend €233m
Domestic trips 452,000 (2018)
Estimated employment 7,000Growth Target
Growth target
3% year-on-year
(domestic ahead of
Origin of visitors:
international)
Great Britain: 47%
Nth America: 24%
Mainland Eur: 22%
Other long haul: 7%
2019
433,000 overseas
visitors with total
visitor spend
of €233mDispersion of International Visitors
Hotspots for Registered Hotspots for Hotspots for Accommodation Activities Visitor Attractions
Future Approach
STRATEGIC PRIORITIES
Co-ordinated Leadership
Ireland's Hidden Heartlands Steering Group » Fáilte Ireland » Nine Local Authorities » Waterways Ireland » OPW » Coillte » Inland Fisheries Ireland » Bord na Mona » Dept of Rural and Community Affairs » Irish Hotels Federation » Irish Tour Operators Association » Ireland’s Association for Adventure Tourism » Irish Boat Rental Association
Local Authority Officers Tourism Management Programme
Marketing & Sales
Launched new Hidden Heartlands website
Launched Social Media Platforms
Sales and Marketing Update » Domestic Marketing Campaign 2019 » Influencer Visits » International Media » International Buyers / B2B Update
How did the campaign perform?
The campaign helps communicate that the
Hidden Heartlands has all the elements
consumers need from a holiday destination,
driving consideration and love for Irish
holidays
TV East Clare Clondra OOH
ROI (TopBox) (base=500) TV norm (base=248) (base=252) RADIO norm (base=500) OOH norm
Delivers what I need
from a destination ▲
21 13 18 13 * 18 *
Made me more likely to go on
holiday ▲ 20 13 18 10 * 15 *
Made me love holidays and
▲
short breaks in Ireland
21 11 17 11 * 16 *
TV East Clare Clondra OOH
NI (TopBox) (base=250) TV norm (base=127) (base=123) RADIO norm (base=250) OOH norm
Delivers what I need
from a destination
▲ 24 10 ▲ 21 ▲ 26 13 ▲23 12
Made me more likely to go on
holiday
▲ 27 10 ▲ 21 ▲ 21 11 ▲19 11
Made me love holidays and
▲
short breaks in Ireland
27 7 ▲ 18 ▲ 23 9 ▲22 9The campaign does well to drive
consideration of short breaks in Ireland
TV East Clare Clondra OOH
ROI (%) (base=500) TV norm (base=248) (base=252) (base=500)
Much more likely to consider a
▲
holiday/short break in Ireland
27 16 27 18 22
A little more likely to ▲
consider a
holiday/short break in Ireland
31 22 31 32 36
Makes no difference ▼ 39 63 39 46 40
Makes me less likely to consider a
holiday/short break in Ireland
3 1 3 4 2
TV East Clare Clondra OOH
NI (%) (base=250) TV norm (base=127) (base=123) (base=250)
Much more likely to consider a
▲
holiday/short break in Ireland
39 8 26 26 27
A little more likely to consider a
holiday/short break in Ireland
28 24 36 32 38
Makes no difference ▼ 31 64 34 40 34
Makes me less likely to consider a
holiday/short break in Ireland
2 4 3 1 1
» Radio and OOH norms are not availableCoverage Figures
MEDIA COVERAGE INFLUENCER ACTIVITY
» 14 Print Articles Stories
» 4 Online Articles » 88 Frames
» 1 Broadcast » Average Engagement 22,030
» 4 Social Media Posts » Opportunities to View
TOTAL REACH 3,039,396 1,652,275
Static Posts
» 3 Posts
Total Engagement 40,770Ray D’Arcy Live in Ireland’s Hidden Heartlands » Live OB in 5 different IHH locations during July » Average of 230K listeners per day » Ballina / Killaloe, Banagher, Cloondara, Drumshanbo, Cavan » Ray took part in numerous water and land-based activities during the week and talked about them on air » Ray Darcy IHH Highlights published on RTE.ie the week following the broadcast » 1 week of pre – promos ahead of the OBs
Influencer Visit
Story Content
88 Frames
1,652,275 opportunities to
view
22,030 average engagementOutput
Ardnahoo Ireland's Hidden Heartlands
received over account gained 1,000
100% increase (+33%) new followers over
in followers the weekend of the tripInternational Media Visits » Over 40 international media have visited the region in the past 6 months » Media have been welcomed from UK, France, Germany, Switzerland, Netherlands, Belgium and Australia » Dedicated IHH Itineraries: Group of 13 overseas media spent 4 nights in IHH in September taking in a variety of attractions and activities
Overseas Buyer Activations » Over 50 Tour Operators / OTAs have visited IHH over the past 6 months » B2B Roadshow at Hodson Bay (20 visitor experiences in IHH met the buyers) » Buyers from 15 international markets » Two separate Sales Missions to Germany in May and September » Webinar in October to 200 travel agents in the U.S » B2B Training supports provided to IHH industry in October » IHH presentations to buyers at overseas events in Germany, France, Belgium and Netherlands
Product Development
Center Parcs Longford Forest » 1,100 new jobs created » Transformative impact » Strong alignment with Hidden Heartlands brand » Provides the region with credibility as a tourist destination
Shannon Tourism Masterplan » Commissioned by Waterways Ireland, in association with Fáilte Ireland and the 10 Local Authorities » A single, holistic and dedicated tourism plan » To reposition the Shannon as a destination of scale and singularity at the centre of Ireland’s Hidden Heartlands To be published Q1 2020
Shannon Masterplan - Strategic Initiatives » Enhance On-Water Visitor Experience » Enhance the Waterside Visitor Experience » Improve the attractiveness of the Shannon’s Towns and Villages » Protect & Enhance the Shannon Environment » Improve Connectivity » Build Enterprise & Community Networks » Communicate a Clear & Consistent Message
Beara Breifne Way Activation Plan Objective: » To guide future investment and development to ensure that the Beara Breifne Way realises its potential as an internationally compelling visitor experience. To be published Q1 2020
Capital Investment €3.9m investment in National Famine Museum @ Strokestown Park, Co. €640,000 investment in Knights & Roscommon Conquests, Granard, Co. Longford
Destination Towns » €15.5m nationwide capital funding scheme launched for the improvement of Destination Towns by Local Authorities. » Applications received from six towns across Ireland’s Hidden Heartlands. » Announcements will be made in Q1 2020.
Industry Capacity
24 New Saleable Experiences
Golf Guide 2019
Golf Guide 2019
Website Improvement Programme » 44 Visitor Attractions and Activity Providers » Website Improvement Plan will look at Content, UX, Online Conversion rates, SEO, Building Responsive Websites. » Setting business owners up for success by increasing their digital knowledge, Utilising Web Analytics, improve ROI on digital spend. » Measuring Success: increase Unique Visitors, ticket sales / conversion rates, organic traffic growth, mobile optimisation, faster site speeds and lower bounce rates
Other Industry Training » B2B Sales Training – March 2019 » Service Excellence Workshops – May 2019 » Taste the Island workshops » Brand Workshops
Taste the Island
• 56 businesses in IHH have
signed up to the Taste the
Island charter
• 3 mobilisation workshops
were held – total of 70
attendees
• Leading to 28 separate events
held by 22 individual
businesses in 8 of the 9
counties of IHH (Galway is the
exception)
• Press Ads across the 10
weeks in national titles:
20 B&B offers featured
• 19 different events/food
experiences featuredTaste the Island
Priorities for 2020
2020 Priorities
» Complete Website Improvement Programme
» Create a series of new commercially-focussed cross-county Tourism Networks
across the Hidden Heartlands to encourage businesses to work together more effectively
in association with key partners
» Increase Hidden Heartlands attendance at Meitheal 2020 and prepare participants
» Publish the Shannon Tourism Masterplan and the Beara Breifne Way Activation
Plan and begin implementation of both.
» Run Domestic Marketing Campaign 2020
» Launch brand at World Travel Market in November 2020 with Tourism Ireland
» Launch of new Small Grants Scheme aimed at improving existing visitor experiences
» Continue to deliver Taste the Island initiative across the Hidden Heartlands
» Install the Hidden Heartlands county boundary signage
» Deliver an ongoing programme of National and International Publicity for the
region
» Continue to work with all our partners and industry in driving growthInsert our brand video here
Sharon Lavin HEAD OF MARKETING & COMMUNICATIONS WATERWAYS IRELAND
SHANNON MASTERPLAN
UPDATE
17th, January 2020
Sharon Lavin
62Background
Cavan
Leitrim
Waterways Ireland, in association with Fáilte
Ireland and the 10 Local Authorities within Roscommon
Longford
the region, commissioned SLR Consulting and
partners to develop a Tourism Masterplan for
the Shannon.
Westmeath
The first time a single, holistic and Galway Offaly
dedicated plan of any type is
being undertaken on the
Shannon and Shannon Erne Clare
Tipperary
Limerick
63Objectives of Shannon Tourism Masterplan
To reposition the Shannon as a destination of international scale and
singularity at the centre of Ireland’s hidden heartlands.
Identify and deliver a co ordinated strategy and proposals that;
• Reposition the Shannon and Shannon Erne as a key tourism destination
• Identify world class visitor experiences
• Establish a framework for tourism development
• Define the areas unique tourism offering
• Formulate a Destination Vision
• Establish key Themes and products for the area
• Identify key Strategic Initiatives to realise the tourism offering
64Sustainable Tourism Development
The masterplan is framed
within the international VICE
model for sustainable
tourism development
65Multiple Ways to Interact with the Shannon
The Shannon offers a variety of
landscapes, experiences,
activities and opportunities to
immerse in nature, all the
while in close connection with
rural villages and communities.
66Themes and Inspirers
A ‘Shannon inspired’ thematic
and experiential interpretative
framework
has been developed to highlight
the distinctive qualities of the
Shannon
and to set the context for the
types of experience that visitors
should
find along the waterways.
67Thematic & Experiential Framework
The thematic and experiential interpretative framework highlights the
distinctive qualities of the Shannon and sets the context for the types of
experience that visitors should find here.
✓ Themes should form the basis
for all experiences
✓ Can be applied to a range of
contexts and geographies
68The Shannon Experience Inspirers
Discovery zones
The vision for the Shannon can be realised by offering compelling visitor experiences that
reflect the qualities and assets that distinguishes it from other destinations.
Three distinctive ‘Discovery Zones’ emerged –
• Discovery Zone 1: Upper Shannon (Lough Allen and Shannon Erne Waterway)
• Discovery Zone 2: Mid-Shannon (Lough Ree, peatlands & Shannon Callows )
• Discovery Zone 3: Lower Shannon (Lough Derg & Lower Shannon)
70Signature initiatives
The Tourism Masterplan defines strategic initiatives that will position
the Shannon as a distinctive and sustainable tourist destination.
• 1: Communicating a Clear & Consistent Shannon Message
• 2: Enhancing On-Water Visitor Experience
• 3: Enhancing the Waterside Visitor Experience
• 4: The Shannon’s Towns and Villages
• 5: Protecting & Enhancing the Shannon Environment
• 6: Improving Connectivity
• 7: Building Enterprise & Community Networks
71Next steps
1. Environmental Assessment: assessment of the likely significant impacts on
the environment as a result of the Tourism Masterplan for the Shannon
Region, leading to the production of an Environmental Report;
2. Consultation on the Draft Tourism Masterplan for the Shannon Region and
associated Environmental Report;
3. Evaluation of the submissions and observations;
4. Issuance of an SEA Statement identifying how environmental considerations
and consultation have been integrated into the Masterplan
5. Issue Final Masterplan
6. Spatial Framework for Sustainable Tourism Development
72Thank you 73
Ireland’s Association for Adventure Tourism Athlone | 17.01.2020
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