Experience Northern Ireland Julie McLaughlin Activity Tourism Officer

Titanic Belfast….over 1.3 million visitors since opening

Walled City Derry~Londonderry

Giant’s Causeway Giant’s Causeway Visitor Experience

Northern Ireland is confidently moving on

People buy products but remember experiences

What are NI unique offerings & experiences? What can people experience here that they can’t at home? Living Legends Coasts & Lakes Unique Outdoors Creative Vibe Supported by Naturally NI, eg Local food, local stories

Coast and Lakes Turning our coast and waterways into unique global destination experiences

The Gobbins

Case Study: Romantic days by the Bay The Fundy Bay Explorer kayak adventure to the legendary Three Sisters with picnic lunch OR a scenic 3 hour boat ride to mysterious Isle Haute on the Bay of Fundy Two nights stay at 4 star Driftwood Park Retreat in an oceanfront chalet with private balcony overlooking the sea with hot tub on the back deck. A gourmet meal for two of local produce at the Wild Caraway Restaurant Price: CAN $ 310 per person

Unique Outdoors Becoming a distinct outdoor recreation and adventure playground

Mountain Bike Trails

The Irish Open

Giro de’Italia – 2014 – Northern Ireland

Unique Outdoors Theme: Outdoor Activities Mourne Foods Cycle Trail

Case Study: Weekend Fell walking break includes: Two nights for two in a luxurious lake view room Full Cumbrian breakfast each morning and Michelin Star dinner each evening. Packed lunch of local produce. Transfers to and from the Langdale Valley. Two guided walks with local Mountain Guide Mark Eddy.

Developing Your Tourism Experience

Product vs. Experience Product Focus is on what it does Is what you buy Can be impersonal and off the shelf Is easily forgotten Normally a standalone offer and price driven No links to anything else Is easily replicated elsewhere Experience Focus is on how it makes you feel Is what you remember Is usually personal and interactive Creates strong memories and Encourages word of mouth recommendations Driven by value and attracts a premium price Promotes other businesses and stimulates interactions with local culture and communities Is unique and authentic, tied to place

What is a Tourism Experience? Tourism Experiences must be: Interactive Aligned to the needs of our visitor (Market Segments) Authentically local Unique (Globally or regionally)

The Subtle Differences…. Product focused: Getaway Weekend! Two nights accommodation: a five-course dinner for two with local food and wine. Sommelier workshop, tour of mussel farm. Breakfast included $350 per couple. Experience focused: Sip, savour and sample! Your taste buds will thank you! Indulge in an afternoon perfecting your skills pairing Nova Scotia wines with fresh, local ingredients. Pick up mussels during your tour of Ocean Point Mussel Farm, which our Chef will prepare to perfection. Leave ready to plan your next dinner party – your friends will be impressed! Book your package including overnight accommodation at the Ocean Inn, breakfast, dinner, sommelier-led wine seminar and tour of mussel farm. $350 per couple. A Product versus a Experience Focus:

NITB Marketing Campaigns

Market Segments & Building Experiences NITB Tourism Conference 6 th March 2014

Priority Market Segments SegmentMarket Time TogetherNI & ROI Mature CosmopolitansNI & ROI Family FunNI & ROI Young and LivelyROI Great Escapers GB & Overseas Social EnergisersGB Culturally CuriousGB & Overseas

Where to start… Key Points Which type of visitor do I want? What is unique about my experience? Authenticity? Cluster~Bundle~work together = Experiences

Promote Your Tourism Experience

Tell us About it… NI & RoI Markets NITB Marketing Campaigns NITB Destination PR NITB Consumer Promotions NITB Web – feed to Tourism Ireland GB & Overseas Markets NITB Media Visits

Giro D’Italia 2014 Opportunities NITB Events Team NITB NI & RoI Marketing Plans - Awareness - Engaging and Exciting - Changing Global Perceptions

Adventure Travel World Summit 2014 Adventure Travel Trade Association (ATTA) Killarney 6-9 Oct delegates (200+ Adventure Tour Operators) Pre and Post Summit fam trips

Stay in Touch! Julie McLaughlin Activity Tourism Officer Rosemary Lightbody Culture, Heritage & Activity Tourism Manager

Living Legends Theme: Outdoor Activities Titanic Segway Tour Walled City Urban Mountain Biking

Creative Vibe Theme: Outdoor Activities Belfast City Bike Tour Titanic Water Sports ?