2022-2032 Vistitor Experience Development Plan

GB Great Britain remains the island of Ireland's largest source of holidaymakers, accounting for almost one-third of all holidaymakers in 2019. The island of Ireland welcomed 4.8 million tourists fromGB in 2019, of this 1.5 million visited NI. In the short term close to home markets present the best opportunity. Tourism Ireland has conducted research that highlights that GB visitors return to the island of Ireland time and time again, and thus present an opportunity for those visitors to venture beyond the cities into the regions, making their lifetime value significant to the tourism economy. We know that key motivators and triggers for booking a trip are often triggered by ‘snippets’ – compelling visual ideas or experiences in video or picture form that can be shared online with friends and partners, meaning that marketing and leverage of partnerships with Tourism Ireland and Visit Britain will be critical. Like the NI and ROI markets, the GB visitors want authentic experiences that encompass easy, different but not difficult soft adventure, including walking or boat trips, urban or rural settings with world class quality unique experiences, not just attractions. They consistently seek an authentic, relaxing and welcoming vibe. Priority GB Segments: Culturally Curious - meeting the locals, exploring the place and broadening their minds. Social Energisers - partying, meeting other tourists, experiencing adrenaline filled adventures and activities or places with a 'wow' factor 3.8 Who are our visitors? 3.8.3 Out of state markets - Short term 35 Fermanagh Lakelands & Omagh and The Sperrins Who are they? ● Middle aged (35-54) ● Travel as a couple or with adult friends ● Want to broaden their minds and expand their experiences through landscapes, history and culture ● Curious and keen to learn about places ● Independent active sightseers ● Want to encounter new places and out of the ordinary experiences What do they want from a holiday? ● Authenticity ● Not part of the herd ● Exploration and discovery ● Gain insight, get under the skin of a place ● Connect to nature, off the beaten track ● Connect with people ● Enjoy learning and exploring cultural cities What do they not want? ● Not on holiday to party - will avoid ● Don’t want to feel they are doing the cliche tourist thing ● Don’t want to interact with other holidaymakers What are they most likely to be seen doing? ● Exploring small towns and villages, experiencing history and culture simultaneously ● Talking to locals to get a different take on the story of a place What is their holiday behaviour? ● The Culturally Curious choose accommodation so they they can see and do as much as possible, as well as get a local flavour. They stay in mid-range 4-star hotels, self-catering and B&Bs. Who are they? ● The youngest segment, with about 42% under 35 ● Like to holiday in groups or couples ● Look for new different and vibrant places What do they want from a holiday? ● Fun and enjoyment with friends ● New experiences and exploring new places ● Something unique and different ● Exciting and iconic activities ● The urban experience as well as enjoying adjacent landscape ● Lots to do in a small area - they want to pack everything in What do they not want? ● Peace and quiet is off the agenda What are they most likely to be seen doing? ● Taking in iconic bit accessible scenery ● Soaking up the atmosphere in a traditional pub ● Visiting attractions where fun or adventure is part of the deal - not just passive viewing What is their holiday behaviour? ● Social Energisers like to stay in hotels close to the action. They want to be located where there is lots going on around them.