2022-2032 Vistitor Experience Development Plan

Recent research and analysis of available data suggests that closer to home markets, particularly the Republic of Ireland, are showing a buoyant tourism performance. It also points to growth in domestic staycations. During June-September 2021 data collated by TourismNI on NI wide visitor spend in hotels, bars, eating places and attractions increased by one quarter compared to the same period in 2019. Spend by Republic of Ireland residents more than doubled during the same time period, while domestic spend grew by almost one third and GB spend rose by 10%. Significant increases were evident for online reviews left by Republic of Ireland residents for NI accommodation establishments during June-December 2021, indicating a positive visitor experience. TourismNI’s consumer research indicates that approximately half of Republic of Ireland visitors to Northern Ireland during 2021, and the first two months of 2022, were first time leisure visitors. We know that there are common trends occurring across markets and segments in terms of the values that they seek from short breaks and visitor experiences. ● The underlying need for experiences to be authentic to Northern Ireland, emphasising the unique selling point of businesses and how the offering adds value to a traveller’s experience ● The continued need for visitors to have access to up to date information and have access to online bookable product ● As international travel returns, the NI industry must work hard to maintain the increased numbers of close to home visitors who buoyed performance during the pandemic and attract new and returning visitors from international markets ● The increasing trend of ‘splurge-cations’ many consumers want to spend more on memorable, high-quality travel experiences in 2022, the key to success for NI businesses will be to challenge themselves to invest in their customer experience, incorporating both the new and old ways of working ● Staffing is vital to the customer experience. Achieving stand out excellence in customer experience will set providers up to succeed in 2022 and beyond ● The increase in requirement to demonstrate a commitment to sustainability, providing authentic, local experiences and eco-friendly options that reassure visitors that their stay will have a positive impact on the place they are visiting ● There is an ongoing focus on the value and importance of wellbeing and facilitating a better connection to nature ● A continued focus on prioritising the safety and comfort of travellers ● Travellers are demanding more information, control, interaction and personalisation 3.8 Who Are Our Visitors? 32 Fermanagh Lakelands & Omagh and The Sperrins While we know a focus on domestic and close to home markets will continue to demonstrate importance for encouraging and sustaining our industry, it is clear that the region’s best prospects for growth are in generating sustainable increases in Out of State Visitors and associated spend.