2022-2032 Vistitor Experience Development Plan

Germany In 2019, the Island of Ireland welcomed 749,000 visitors from Germany (-4% on 2018), spending €459/£399 million during their time here. Of this there were 65,000 visitors from Germany to Northern Ireland (-8% on 2018), who spent £14 million. Looking at European markets will be aligned to international market recovery and opportunities to align with Tourism Ireland in market activity. Visual stimulus is an important motivator, stressing the need for inspiring video and imagery. They consume FAQ style information such as cost, access, weather, food etc They seek confidence in peer reviews and recommendations and evaluate price early and often. Significant numbers of German visitors are booking repeat visits for the ‘cruising experience.’ IBRA indicates that Germany represents the largest market for cruise hire sector (pre Covid) in the shoulder seasons.. Priority German Segments: Culturally Curious and Great Escapers are the best prospect segments for a visit to the Island of Ireland Consideration should be given to translation services available in the destination. 3.8 Who are our visitors? 3.8.3 Out of state markets - Short term 36 Fermanagh Lakelands & Omagh and The Sperrins Who are they? ● Tend to be younger (25-45) with 40% under 35 ● often couples, some with young children, or travelling with friends and older family ● Need time out from busy lives and careers ● Specifically interested in rural holidays What do they want from a holiday? ● Top of their agenda is to enjoy the beauty of a breath-taking landscape ● More motivated by the beauty of the landscape than its history (but they do like to have some sense of a place’s culture and history) ● Want to balance peace and quiet with doing some activities ● Want to come home refreshed and revitalized with their batteries recharged What do they not want? ● Don’t want to make connections with locals or other tourists while on holidays. That is not a main motivation or essential part of their trip. What are they most likely to be seen doing? ● Enjoying the beauty of breathtaking landscapes ● Visiting the coastline ● Exploring the landscape through walking ● Travelling through small towns on the Atlantic coast What is their holiday behaviour? ● Great Escapers stay in hotels, B&Bs and self-catering accommodation. Access to beautiful scenery is the most important thing for them. They are more likely to pay for services that are unobtrusive and give them uninterrupted time to themselves. 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.