canada - tourism ireland · the top experiences • want ‘world class’ experiences break from...
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Canada:Your land of OpportunityWednesday, 22 May, 2019
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Siobhan McManamyDirector of Markets
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Overseas Tourism to Republic of Ireland
Arrivals
Arrivals
Great Britain
Mainland Europe
Other Areas
North AmericaArrivals
Arrivals
+1.4%
+7.6%
+11%
+7%
Source CSO:Visitors: Jan-Mar 2019
+5.5%
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Global Marketing Campaign
1bnReach
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Canada
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Alison MetcalfeHead of North America & Australia
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Huge growth in visitors from North America over recent years
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012 2013 2014 2015 2016 2017
Th
ou
sa
nd
s
North America to Island of IrelandVisitor Growth
US +94%
Canada +130%
NA +98%
2018
NA ROI (direct) +14%
65%
24%
4%7%
2017 Canadian P.O.V.
Holiday VFR
Business Other
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Market Performance 2010 - 2018
0
50
100
150
200
250
300
2010 2011 2012 2013 2014 2015 2016 2017 2018 (f)
Visitors
NI Visits(000s) Total visits(000s) Total Revenue(€m) NI Revenue (£m)
Revenue
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Value of Canadian Holidaymaker
104 147 157 160 160 200 336
447
1,114
1,594
Austra
lia
Canad
a
Spain
Nord
ics
Neth
erla
nd
s
Italy
Fra
nce
Germ
any
US
A
Gre
at B
ritain
Holidaymakers (k)
5.1m Total holidaymakers
were welcomed to
the island of Ireland
in 2017
€3bnTotal holiday revenue
was generated on the
island of Ireland in 2017
1234567891
01234567891
0
84 88 89 98 107 159 195
299
538
1,009
Neth
erla
nd
s
Nord
ics
Sw
itze
rland
Italy
Austra
lia
Canad
a
Fra
nce
Germ
any
Gre
at B
ritain
US
A
Holidaymaker spend (€m)
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Value of North American holidaymakers to island of Ireland
10.4
7.8
6.5
Average length of stay (nights)
Island of Ireland
(holidaymakers)
Average spend per trip
€ 1,083
€ 927
€ 591
€ 104
€ 119
€ 91
Average spend per night
Total North America Canada
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Regional and Seasonal spread of NA holidaymakers
January-March 12% 11%
April-June 30% 30%
July-September 41% 38%
October-December 17% 21%
NA SEASONALITY 2013 2018
83%
DUBLIN
48%
SOUTH
WEST
9%
BORDER
39%
WEST
30%MIDLANDS
WEST 5%
MID EAST
14%SOUTH
EAST
26%
NORTHERN
IRELAND
WHERE HOLIDAYMAKERS VISITED
62% of holiday nights are outside Dublin
Source: CSO
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10,627seats a week
(summer 2019)
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Our current Canadian Holidaymakers
Culturally Curious growing
Stay longer, visit more regions, spend more
Experience optimizers/ live like locals
Solo travellers
Look for Value/ Shoulder season
Strong Golf potential
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Dana WelchMarketing Manager, Canada
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What the research told us
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The Canadian Culturally Curious Holidaymaker
Real experiences
• They want to touch, taste and connect with our history and culture. Looking for the authentic, not staged, experiences.
Stimulation
• Culturally Curious want to learn and try new things. They always look for stimulation for the mind and for their view of life.
Must see experiences
• They don’t want to miss out on
the top experiences
• Want ‘world class’ experiences
Break from routine
• Culturally Curious want to reset, break out of habits and see things in a different light
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Niche holidays
Soft adventure
Extend the season
Create new icons
Opportunities
Embrace appeal of
British Isles combinations
Exploit “newness”
in existing locations
Weekend city breaks
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Vibrancy of festivals
History with compellingmeaning
World class ancient history
Cityscapes with visible differences
Density of experiences
Dial up our European appeal
Potent contemporary history
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What we’ll do differently
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Strategic Framework 2019-2022
Brand
Distribution and purchasability
Product and experience
Marketing Activities
Access
Regional Growth Industry activation
and collaboration
Season extension
KEY DRIVERS KEY ENABLERS
Dynamic Market Insights
AREAS OF FOCUS
Northern Ireland
FOUNDATION
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New, Different, Better
New
• More focus on Western Canada
• Increase activity in Montreal (Publicity, Trade education, Co-op)
• Sharpen focus on Golf
• Explore discreet opportunities to reach new audiences by promoting dual destinations in shoulder season
Different
• Highlight Ancient History & Cultural experience
• Prioritize affinity groups with trade
• 100% of Co-op - off peak travel
• Dial up NI diaspora activities
Better
• Create more brand standout & energy by linking to passion points & innovative media
• Intensify activity to promote season extension/ ‘smart season’ in Ontario
• Increase impact with strategic partnerships.
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Our Marketing in Canada
1mReach
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How you can get
involved…
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Vancouver
Calgary
Toronto
Ottawa
Montreal
London (ON)
Monthly Trade Webinar & E-zineConsumer Partnership Programme
10 webinars
in 2019!
3rd party
referrals
Trade & Industry events
Ottawa
Hamilton
www.tourismirelandindustryopportunities.com
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Q/A
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Thank you