Great Britain Market Review

A strategy for achieving tourism growth from to the island of 2019 2025 Joan O’Shaughnessy Chair, Tourism Ireland Brendan Griffin TD Minister for Transport, Tourism and Sport Stephen McNally Chair GB Review Steering Group Deputy Chief Executive, Dalata Hotel Group Katy Best Vice-Chair GB Review Steering Group Commercial Director, George Best Belfast City Airport Julie Wakley Head of Great Britain, Tourism Ireland

Paul Keeley Director, Commercial Development , Fáilte Ireland Great Britain Holidaymaker Revenue Growth 2012 - 2017

ISLAND OF IRELAND +46%

NORTHERN IRELAND +86% +39% Importance of GB Market

SIZE OF MARKET HOLIDAY SPEND 1.6m €538m/ GB holidaymakers 31% £468m of all holidaymakers island of Ireland 18% of all holiday revenue Importance of GB Market

SUPPORTS SEASON EXTENSION Year-round 42% October -March Building the strategy

AGREED AMBITION

GROW DRIVE GB holidaymakers & regional growth & holidaymaker revenue season extension Building the strategy

EVIDENCE-BASED APPROACH

GB holidaymaker ACTUAL BEHAVIOURS

OUR VALUE STRENGTHS OVERLAP

GB holidaymaker NEEDS & MOTIVATIONS Building the strategy

STRATEGY Unlock the potential lifetime value of GB holidaymakers Lifetime value of the GB holidaymaker

Warm to island of Ireland Come back – time & time again Repeat holidaymakers

57% to RoI 53% to NI

More adventurous when they come back

STAY SPEND VENTURE LONGER MORE FURTHER Potential holiday revenue growth by 2022

ISLAND OF IRELAND

Unlock the % Lifetime value of GB +25 holidaymakers REPUBLIC OF IRELAND +24% +33% Roadmap to success

Tailor Develop Identify and communication HUB experiences access to to GB compelling reasons to build go beyond Dublin and and access holidaymaker relationships with Belfast within GB holidaymakers needs to support short breaks Tailor communications to the GB holidaymaker

Independent 92% Holidaymakers

come with a partner or CULTURALLY CURIOUS 66% small group of adults

SOCIAL ENERGISERS come for a short break 65% of up to 5 nights Tailor communications to GB holidaymaker needs

EXPERIENCE THAT FIT GB HOLIDAYMAKERS NEEDS MOTIVATORS AND TRIGGERS Off season city breaks Stay top of mind Shoulder season holidays Ease Activity based experiences Snippets e.g. golf, cycling and walking Authentic living culture Tailor communications to GB holidaymaker needs

SUPPORT THE INDUSTRY Digital Development Programmes Encourage investment Develop GB specific products, experiences & propositions Create hub experiences – compelling reasons to go beyond Dublin and Belfast

GB holidaymaker short-break needs: Identify and develop easy – different, not difficult Staycation Hubs for GB needs CONVENIENCE Promote hubs in GB

RE- INVIGORATE NO LOTS TIMETABLE TO DO Decompress EU city break Further develop access to and access within the island – to support GB holidaymakers short break needs

24 GB airports Access 6 Ireland airports to the island 3 Northern Ireland airports of Ireland 235k weekly air seats Access within 45k ferry car spaces the island of Ireland Identify and build ongoing relationships with GB holidaymakers

Communicating Supporting the with GB Competitiveness industry holidaymakers Potential GB Holidaymaker Revenue Growth by 2022

ISLAND OF IRELAND

€705m / £613m +25%

NORTHERN IRELAND REPUBLIC OF IRELAND

£116m +33% €572m +24% Season Extension

Regional Growth Next Steps Actions & delivery owned by GB Market Review Implementation Group

REPORTING TO

The Department for DTTAS Tourism The Boards of Tourism the Economy in Leadership Group Northern Ireland and Northern Ireland Tourism Ireland and the Authority of Failte Ireland.

Market Insights & Strategy Implementations Session in NI in Autumn 2019 Niall Gibbons Chief Executive, Tourism Ireland Paul Kelly Chief Executive, Fáilte Ireland Great Britain Market Review Q&A

Minister Brendan Griffin, TD Paul Keeley Niall Gibbons Eoghan O’Mara Walsh Stephen McNally Julie Wakley Paul Kelly Great Britain Market Review Thank You Collaboration

Steering Group Industry, Trade, Media Roadmap to success