2022-2032 Vistitor Experience Development Plan

● Youngest segment although significant number (57%) will have young children ● Like to have planned and packed itinerary ● Looking for a great destination and will plan around that ● Looking for energetic experiences, unpredictability ● Seeking nightlife, buzz but also romantic destinations ● Active on social media and like to share holiday online Demonstrate NI’s capacity to deliver a range of action packed, diverse and unique experiences. Nuance offering for this segment for those who are pre-family and also those with young families ● Most likely segment to take a ‘romantic’ break as their next break ● Motivated by the opportunity to spend time with family or friends on short breaks ● Prefer to stay in large comfortable hotels ● Like to ‘indulge’ themselves when on a break ● Enjoy good food and music ● Interested in shopping opportunities while on a short break Harness the latent demand for indulgent / high quality pampering breaks and experiences. Amplify the quality of NI’s food, shopping and nighttime offering. ● Interested in the natural environment, scenic attractions ● Motivated by culture and are seeking unique experiences ● Food very important and highly motivating for them ● Want high quality accommodation ● Older segment - concerned about their personal safety and health ● Want good value for money Focus on segment’s desire for learning and new experiences by promoting the best of Northern Ireland’s outdoor (natural beauty), cultural and food offering. Emphasise the NI ‘welcome’ and opportunity to engage with local people and culture. TourismNI has published an updated ROI market strategy that lays out an ambition to achieve a 10 percent value share of ROI trips on the Island of Ireland by 2026. The ROI market is predicted to demonstrate continued growth and represents a key element of the tourismmarket and one of increasing importance to Northern Ireland, growing to a value of £142m in 2019. ROI visitors represented 25 percent of all external overnight visitors (excluding NI residents) in 2019 and accounted for 20 percent of spend. 3.8 Who are our visitors? 3.8.2 ROI Market Fermanagh Lakelands & Omagh and The Sperrins Within the revised strategy six potential segments were identified and 3 of those defined as priority segments. It is important to note that while the ROI market is our closest geographically there are some common requirements across this market. They need to be informed on what there is to see and do and why it is unique therefore itinerary development is key to communicating with this market. 34