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Building on Success The journey continues Monday, 25th April 2016
SPAIN Strategic Review
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ABOUT THE SPANISH MARKET
2000
90,000 visitors
2015
345,000
visitors
Spain has more than
trebled in 15 years
+18% 21% of
visitors
arrive
in Q4
5.6
nights
83%
HIGH
interest
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2020 AMBITION
2020 460,000
visitors
2020
£160
MM
+125,000 visitors
+£35MM revenue
2015 345,000
visitors
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WHO ARE OUR BEST PROPECTS IN SPAIN?
Social
Energisers
1
MM
Culturally
Curious
3.2
MM
AUTHENTIC
IMMERSION
BROADEN
THE MIND
EXPLORE
NEW PLACES
SENSORY
EXPERIENCES
ADVENTURE
SPONTANEOUS
EXPLORE NEW PLACES
WITH FRIENDS
BUZZ
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SPAIN BEST PROSPECTS - HOW THEY DIFFER
LATE
BOOKERS
VERY
PRICE
SENSITIVE
WOM –
PEER 2
PEER
HEAVY
DIGITAL
&
SOCIAL
DIRECT
BOOKERS
& OTAs
SEEKING
UNIQUE & DIFFERENT
FEAR
FACTOR =
“EASY”
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NORTHERN IRELAND
Brand
metrics Visitor
numbers
Air
Access
68%
interest;
+4 Active
planning
32,000
In 2014
(+23%)
Easyjet
6
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NORTHERN IRELAND – OPPORTUNITY TO GROW
Sustain direct access from Barcelona and dial up
“easiness” of ‘via Dublin’ message from Madrid
Position NI as a “Must see” destination NOW
Work with NI partners to increase offers & visibility
Tactical NI co-op campaigns with OTAs/TO
Game of Thrones
Belfast: SE City break
B&Bs + Self catering ops The Gobbins - CCR
NI Year of Food
Titanic
7
1 in
10 ES
visit
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2020 STRATEGIC APPROACH – 3 PILLARS
CO-OP CAMPAIGNS WITH PARTNERS DIGITAL / SOCIAL PUBLICITY
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4
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2020 ACTION PLAN
NEW Culturally Curious strategy – Primary focus for Spring/Summer travel.
DIFFERENT Brand Messaging – Dial up easiness, comfort factor, bite size experiences,
VFM and “warm” immersive culture to differentiate us from our key competitors
OPTIMISED Calendar of Activity – Matching decision/booking habits.
OPTIMISED Collaboration – Increased collaboration with our island of Ireland and
market partners to ensure market appropriate offers and content
NEW Social Energy Strategy - Focus timing & campaigns to activiate travel in Q4
when SE’s have higher propensity to travel and there is available capacity in Ireland.
NEW Advocacy Strategy – Harness positive WOM via a blogger strategy and a
focus on digital PR.
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TOP TIPS TO WIN BUSINESS FROM SPAIN
Belfast &
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GET INVOLVED – WORK WITH US – HERE’S HOW 248k FB
26K
Social media
eMail Marketing
Digital
PR & Publicity
Media
room
150K warm
contacts
Comps
&
features
Offers
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HOW CAN YOU MAKE IT WORK FOR YOU?
WORK
WITH
US!!
www.tourismirelandIndustryopportunities.com
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THANK YOU