ballyhoura presentation 2031 -dr. tony lenehan
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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
ConsumersDestination Products/ Services
KeyStakeholders
• 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 2031domestic trips will rise from 10.4mn - 12.1mndomestic holiday trips increase to 5.4mn – 6.3mn
Large increase in older age groups (50+ and 65+)
increased demandheterogeneous groupmore short breaksestablished 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 takingincreased participation in activitiesproduct design matters more: - access, location, visuals, acoustics, etc.
ImplicationsTrends Impacts
Increase in 0-19s
(0-14s to peak by 2023)
continuing demand for family holidaysincrease in activity-based holidaysdemand for self-catering options, but with comfortsinterest in new and extreme sports will grow
Smaller families, & non-traditional structures
increase in inter-generational / multi-generational partiesgrowth in adult parties without children
More single person households
increased demand for products catering to single people of all ageseducation, culture and interest based holidays for older age-groupsactivity, adventure, exploration holidays for younger agescombinations 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.
ImplicationsTrends 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 competitionneed 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 incomeit 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
ConsumersDestination Products/ Services
KeyStakeholders
• 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 andDistinctive
ConsumerFocused
Local and Regional
Quality and ValueAssured
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 valuepromises
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. Stimulation2. Serenity3. Affiliation
• Freedom • Status• Control
- Integration with nature- Meeting people- Isolation with friendliness- ‘typical’ experience- Peaceful natural environment- Simple accommodation
Tourism Value Chain
ConsumersDestination Products/ Services
KeyStakeholders
• 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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