PRESENTATION TO TOURISM MASTERPLAN FORUM 28 th MARCH 2007 DON WILMONT CAUSEWAY COAST & GLENS TOURISM

AGENDA Key Success to dateKey Success to date Factors impacting 2007Factors impacting 2007 Targeting ConsumersTargeting Consumers Industry Skills & CommunicationIndustry Skills & Communication Visitor ServicingVisitor Servicing Product DevelopmentProduct Development The Way AheadThe Way Ahead

Key Successes to Date Strengthened the partnership between public and private sector Established a strong voice to represent the tourist industry

Membership Update 05/0606/07 Total (to date) Target Accommodation Other sectors Recruitment is ongoing

Factors Impacting 2007 Formation of Regional Tourism Partnership – May 2006 RTO Responsibilities - Marketing Communications Product, Pricing, Packaging, Promotions Additional Areas of Responsibility now include: –Product Development –Industry Skills –Research, Monitoring & Market Intelligence –Industry Engagement & Communications –Visitor Servicing

Pressure on Funding 2005/6 EU Funding - £182, /7 NITB Funding - £125, /8 NITB Funding - £125, /8 IFI Funding - £77,675 (Product Development) Need to make case for additional government support Factors Impacting 2007 – Cont’d

Increasingly competitive marketplace ‘Today’s customers are time starved. They demand product quality and easy-to-reach destinations’ 227 destinations from Gatwick 160 destinations from Stansted

Targeting Consumers Advertising PR Promotional Material/Collateral Consumer/Trade Shows

CAUSEWAY COASTAL ROUTE Continued focus for 2007/8

ADVERTISING Examples of Generic Advertising

Short Breaks Campaign Scotland Scotland

Short Breaks Campaigns GB ROI

Direct Mail

Ongoing development of the website Online advertising campaign with Google attracted nearly 8000 new visitors in four weeks (Feb/Mar) Web Development and Web Advertising

Web Pages - Campaigns All campaigns are replicated on our website

GB –British Travel Trade Fair –World Travel Market –British Open –Scottish Motor Cycle Show –British Superbikes –Sales Mission - London –St Patrick’s Day - London ROI –Holiday World –Irish Motorbike & Scooter Show USA –Sales Mission – New York –Milwaukee Irish Festival Canada –Best of Ireland Roadshow Netherlands –Utrecht Holiday Show Trade & Consumer Platforms

Familiarisation Visits Significant increase in budget to support a target of 130 fam trips to the region. Split between trade and media and taking direction from both NITB and Tourism Ireland market offices. ‘Arguably the most spectacular 60 miles in Britain’ Guardian Newspaper

BBC Website 13 th November 2006 Over 1600 referral visits to our site

Industry Skills/Communication Communication Increase communication with members through: –Hotel Sector Meetings –Members section of Website –Newsletter/ E-zines Training Support for the implementation of the Sector Skills Agreement for Northern Ireland in conjunction with People 1 st Customer care/Event Management

Visitor Servicing Visitor Guides Causeway Coast & Glens brochures available for visitor enquiries Co-ordinate the work of the TIC network in conjunction with Local Authorities and NITB

Product Development New Package Development Develop a range of marketable packages which will be used in Advertising campaigns and can be sold at consumer Promotions –Developed package with Specialised Travel Services –Working with hotel sector to develop packages for key markets Identify an operator to develop day/short break packages from Belfast/Dublin to CCAG to be promoted in ROI in conjunction NITB –Currently talking to potential operators

USA Land-Only Package

Product Development Research –Staying Visitor Profile Survey and Volume & Value of Day Visitor Market Interpretation Action Plan –Currently in discussions with NITB and Heritage Trust to develop a regional interpretive action plan – part funded by IFI.

Causeway Coastal Route Signage Contract due for completion – June 2007 Now need for significant promotion to ensure increased business and better regional spread The Way Ahead

Review Masterplan Maximise benefits to the region from Tourism Ireland Campaigns Clarity of Roles and Delivery NITB/TIL/RTP Continue to provide a strong voice for the industry Increasing private sector participation The Way Ahead – cont’d

Online bookings – review operation of tidinet Co-ordinated bid for Interreg IV Cross-border Projects Continuous assessment of product quality and infrastructure Continue to work closely with Heritage Trust to ensure maximum business opportunities without impacting on the environment Realistic funding for RTP’s

Focus must be on Partnership Private Sector RTP Local Authorities NITB Tourism Ireland TOGETHER WE CAN PROVIDE THE BEST OPPORTUNITY FOR SUCCESS