2022-2032 Vistitor Experience Development Plan

Currently it is difficult to identify a single voice and brand for the area. The marketplace is crowded and a number of brands represent the Fermanagh and Omagh area each striving to connect with the visitor. There will continue to be brand alignment with the Embrace a Giant Spirit brand through TourismNI. The natural heritage of the parks, glens, caves and summits across the area are not currently represented in the Fermanagh Lakeland s brand. Regardless of the channel tone of voice and messaging will be key to delivering a consistent message on the visitor experience. Influencing these messages through all partners will lead to a more consistent experience. A review of all brands and associated hierarchy is recommended. This would identify opportunities for consistency in messaging and the communication of Fermanagh Lakelands & Omagh and The Sperrins. Surrounding strong and complementary brands include: 4.0 A Vision for Fermanagh and Omagh 4.1 Creating a Connected Experience Pre and Post Visit Fermanagh Lakelands & Omagh and The Sperrins 42