2022-2032 Vistitor Experience Development Plan

The domestic market is a critical part of Northern Ireland’s tourism economy. As a result, the domestic market generates an important contribution to total tourism revenue. Furthermore, the domestic market has a significant positive impact to the regional and seasonal distribution of tourism. Whilst attracting international visitors from an expanding portfolio of markets and growing the Republic of Ireland market will be a key focus for future growth, the importance of developing and sustaining the domestic market alongside these activities cannot be underestimated. TourismNI have identified the best prospect segments and aligned an understanding of their visitor behaviours. A full copy of the strategy can be found at tourismni.com and a summary of the best prospects relevant to Fermanagh and Omagh are highlighted below; Aspiring Families Activities very important (all types, variety of interests) - Need activities to suit children, as well as the whole family - Planners – do a lot of research - Pay attention to price, seeking value - Consider themselves bargain hunters but not afraid to pay for quality (if worth it) Demographics: Most likely 35-44, even social class split, have younger children (under 16) Estimated annual spend: £1,360 Natural Quality Seekers Quality of accommodation important - Nature lovers, enjoy the outdoors - Preference for gentle activities - Sustainability important - Enjoy planning and like to have clear itineraries - Short breaks important part of their lives Demographics: Older (av. age 55) more likely to be male, ABC1, older kids Estimated annual spend: £1,238 Short Break Enthusiasts Love short breaks – important part of their lives - Active planners – research in detail - Actively write reviews online - Seeking to engage with people and culture - Will indulge themselves - Big food emphasis - Quality and location key Demographics: Even gender split, older (av. age 54), even social class split Estimated annual spend: £1,020 Best prospect domestic segments Priority 1 Priority 2 3.8 Who are our visitors? 3.8.1 Domestic Market 33 Fermanagh Lakelands & Omagh and The Sperrins Comfort Seekers Seeking safe, secure, easy to get to and easy to organise short breaks - Need to feel welcome - Like familiar places where they can relax - Love nature, culture and enjoy engaging locals - Care for the environment and are interested in sustainability - Active online but limited / little use of social media Demographics: Older, more female, C2DEF, older kids 16+ Estimated annual spend : £822