‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’

6th AnnualAnnualAnnual TourismTourismTourism PolicyPolicyPolicy WorkshopWorkshopWorkshop

20th - 22nd November 2015, Dromoland Castle

‘Policy Priorities To Facilitate The Next ‘Policy Priorities To Facilitate The Next

Growth Phase Of Irish Tourism’Growth Phase Of Irish Tourism’

This sixth annual workshop brings together senior decision makers &

stake-holders in tourism from the public & private sectors with the clear

objective of stimulating the long-term economic contribution of tourism

to the Irish economy and society. This workshop is an initiative of the

National Centre for Tourism Policy Studies, Department of Economics,

University of Limerick.

‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’

Tourism Policy Workshop Programme

Friday 20th November

16:00 Registration at Dromoland Castle

17:40 Welcome Address

Session 1

17:45 (A) “The Medium-Term Economic & Policy Context For Tourism Development”

Fergal O’Brien, Head of Policy & Chief Economist, IBEC

18:20 (B) “Ireland’s Competitiveness Performance And The Challenges Ahead”

Marie Bourke, Principal Officer, Strategic Policy Division, Dept of Jobs, Enterprise & Innovation

18:55 (C) “The Competitiveness Challenge For Tourism Enterprises”

Dr Tony Lenehan, Executive Director of the Centre for Competitiveness (Ireland)

19:30 Questions & Answers

20:00 Dinner in The Earl of Thomond Dining Room, Dromoland Castle

Saturday 21st November

Session 2

09:15 (A) “Keeping Pace With The Second Wave Of Chinese Outbound Visitors To Europe — Opportunities For Ireland”

Dr Wolfgang Georg Arlt, Director, China Outbound Tourism Research Institute (COTRI) & Professor for International Tourism Management, West Coast University of Applied Sciences Germany

09:50 (B) “Delivering Growth To 2025: The Next Decade For Tourism To The Island Of Ireland ”

Mark Henry, Central Marketing Director, Tourism Ireland

10:25 (C) “Beyond A Meal And A Bed: A Practitioner's Report On Selected DMO's Strategies To Align Marketing Spend To New Visitor Purchasing Patterns..."

Nicolas Mayer, Partner & Industry Leader - Lodging & Tourism Clients, PricewaterhouseCoopers AG Switzerland

10:50 Questions & Answers

11:00 Coffee

‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’

11:25 (A) “Using Tourism Data To Support Investment Decisions – Big Data Has Arrived!”

Owen Travers, Director AIB Corporate Banking Ireland

12:05 (B) “Artificial Intelligence & Robotics: Some Issues For The Future Of The Tourism Labour Market”

Prof. Jim Deegan, Head of Department of Economics & Director of The National Centre for Tourism Policy Studies, University of Limerick

12:40 Questions & Answers

Session 3

Facilitator: Mr Paul White

17:30 (A) “An Average Or A Visionary Future To Irish Tourism”

Paul Gallagher, Chairman of the Irish Tourist Industry Confederation (ITIC) & General Manager, Buswells Hotel

18:05 Questions & Answers

(B) “Short & Medium Term Policy Priorities To Enhance The Future Performance Of Irish Tourism”

18:15 Tim Fenn, Chief Executive, Irish Hotels Federation

18:35 Derry Cronin, Vice-President, Irish Tour Operators Association & Managing Director, Cronin Travel Group

18:55 Adrian Cummins, Chief Executive, Restaurants Association of Ireland

19:15 Questions & Answers

19:30 Drinks Reception

20:00 Main Conference Dinner in The Earl of Thomond Dining Room

Session 4: Industry Panel

‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’

10:00 (A) “Insights Informing Fáilte Ireland’s Strategy”

Caeman Wall, Head of Research & Evaluation, Fáilte Ireland

10:35 Questions & Answers

10:50 (B) “What’s The Big Attraction? How Do Visitor Attractions Achieve More Than One Million Visitors Per Annum? Understanding Experience & Policy Implications?”

Professor John Lennon, Director of Moffat Centre for Travel & Tourism Business Development, Glasgow Caledonian University & Non-Executive Director of Historic Scotland

11:25 (C) “The Cliffs of Moher Visitor Experience—Achieving 1 Million Plus Visitors In A Rural Destination”

Katherine Webster, Director, Cliffs of Moher Visitor Experience

11:55 Questions & Answers

12:10

End of Conference

Sunday 22nd November

Session 5

‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’

Speakers Fergal O'Brien is Ibec’s Head of Policy and Chief Economist. He leads and coordinates the organisation’s activity across a range of business policy issues. He represents Irish business on a number of fora at both national and EU level and is currently the Chair of Business Europe’s Economic Policy Committee. Fergal is a regular commentator on the economy and domestic and international policy issues. Prior to joining Ibec in 2005, Fergal worked for 5 years as an Economic Consultant with Fitzpatrick Associates, where he delivered a large number of consultancy assignments for a range of public and private sector clients. He also worked as an economist with the Irish Dairy Board. Fergal holds his primary and masters degrees from the University of Limerick.

Marie Bourke is Principal Officer, Strategic Policy Division, Department of Jobs, Enterprise & Innovation. She is responsible for the Competitiveness, Economic Analysis & Enterprise Surveys Unit & provides the National Competitiveness Council (NCC) with research, analysis & secretariat support. The research focusses on key competitiveness issues facing the Irish economy & provides Government with recommendations on policy actions required to enhance Ireland’s competitive position. From 2008 to 2015, Marie was a member of the Expert Group on Future Skills Needs (EGFSN) & as Head of the Group’s Secretariat Marie was responsible for the overall management of the research & analysis for the group. The EGFSN advises the Government on current & future skills needs of the economy & has a central role in ensuring that labour market needs for skilled workers are anticipated & met.

Tony Lenehan is the Executive Director of the Centre for Competitiveness (Ireland), with offices in Dublin & Belfast. The Centre is the National Partner for the European Foundation for Quality Management, (EFQM) in Ireland, & an active member of the Global Federation of Competitive Councils headquartered in Washington DC. It is also the Ireland Partner for the China Overseas Research Institute (COTRI) accreditation in Tourism, Hospitality & Leisure destinations for Chinese Tourism in Ireland. The Centre enhances the quality, effectiveness & international competitiveness of organisations in the private, public & voluntary sectors, through Performance Management, Innovation, Productivity Improvement, Management Development & Business Excellence in key sectors of industry, including Hospitality & Tourism, throughout the Island of Ireland.

Prof. Dr. Wolfgang Georg Arlt FRGS is one of the world's leading experts for China's Outbound tourism, quoted by major media around the world. Participant of 2012 Annual Tourism Policy Workshop in Dromoland Castle. Professor for International Tourism Management since 2002, currently at West Coast University of Applied Sciences Germany in Heide/Germany. Founder & director of COTRI China Outbound Tourism Research Institute (since 2004) with offices in Hamburg/Germany & Beijing/China & COTRI Country Partner in more than 20 countries on all continents. First visit to People's Republic of China in 1978, more than 150 visits since, in the 1990s owner of inbound tour operator for Chinese visitors to Europe. Fellow of the Royal Geographical Society (London/UK), Research Fellow of the Japanese Society for the Promotion of Science (Tokyo/Japan), Member of H.R. Development Committee.

Mark Henry is an insight-driven, strategic marketer and is an established leader in deploying new media marketing. He leads the Central Marketing Division of Tourism Ireland – the public body responsible for marketing the island of Ireland overseas. Mark has responsibility for organisational strategy, research, content development, marketing communications, e-marketing, customer service, and for cooperative marketing activity with industry. He possesses Masters degrees in both Psychology and Business Administration. Mark is also Vice President of the European Travel Commission which unites 33 of Europe’s national tourist boards.

‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’

Nicolas Mayer is the Industry Leader of PwC Tourism Industry Client Group & is responsible for the overall service delivery of PwC’s service offering to clients in this industry. Nicolas’s areas of expertise are in DMO strategy consulting, integrated destination management models & on systemic management of guest experience & guest satisfaction at the lodging property, group or destination level in which he has advised over 30 DMO’s, regional & national tourism bodies in Europe, the Middle East & South East Asia over the past years. Nicolas holds a BSc. in Hotel Administration from Cornell University & qualified as a CPA & ACCA. Previously he worked in operative & corporate functions for Hyatt, Hilton & Ritz Carlton & holds visiting lectureships in European & American hotel & tourism schools. He is a member of the advisory board of the World Tourism Forum & frequently published in national/international trade publications.

Paul Gallagher FIHI is the General Manager of Buswells Hotel, Dublin. Paul is Chairman of the Irish Tourist Industry Confederation (ITIC), having served as its Vice Chairman & Council member over the past 3 years. He is also Past President of the Irish Hotels Federation serving a 2-year term, 2010-2011. He was a member of the Tourism Recovery Taskforce & the Grow Dublin Taskforce, as well as serving on the Governments Small Business Advisory Group. Paul is a native of Dublin & a graduate of the Shannon College of Hotel Management. He has previously worked in senior management positions in the hotel sector having been General Manager of the Herbert Park Hotel, Ballsbridge; Silver Spring Hotel, Cork; Blooms Hotel, Dublin & the Memphis Hotel, Amsterdam. He has extensive International experience having worked with both Hilton & Sheraton over the past 10 years.

Owen Travers is the Business Unit Head of AIB Corporate Banking. Owen holds a Degree in Finance from Trinity College Dublin and is a Fellow of the Association of Chartered Certified Accountants. He has worked with AIB Corporate Banking for 17 years. Owen is responsible for the Corporate Hotel, Pub & Transport portfolio within AIB and has built up significant experience in the hotel sector over the last number of years. He previously held positions as the Deputy Head of European Real Estate and AIB Corporate Banking France.

Prof. Jim Deegan is an Economist and Head of the Department of Economics and Professor of Tourism Policy at the Kemmy Business School, University of Limerick. Jim is also Director of the National Centre for Tourism Policy Studies which is Ireland’s leading research centre in all facets of tourism policy. Over the last 20 years he has contributed research papers on many facets of Irish tourism policy and has undertaken research reports for many national and international agencies. Jim is a member of the editorial board of Tourism Economics and regularly acts as an academic referee for the major journals in tourism. He was appointed to the board of Fáilte Ireland in 2014. Jim is the organiser of the Tourism Policy Workshop.

Adrian Cummins was appointed Chief Executive of the Restaurants Association of Ireland in 2009, Adrian has increased RAI membership significantly as well as establishing a National Restaurants Awards. With a keen interest in politics and current affairs he’s played a dominant role in lobbying for the reduction of VAT in Ireland to nine per cent for food bills in restaurants & has recently applied for funding to establish a Professional Cookery Apprenticeship Scheme taking 220 long-term unemployed off the live register. In 2013 he spearhead the KeepVat9 publicity / political campaign for the retention of the 9% vat rate for Tourism carrying this through to 2014 & 2015. Adrian through his work in the RAI has also founded the annual Foodie Towns Award, a competition highlighting all the excellent produce, restaurants, talents & foodie destinations in Ireland.

‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’

Caeman Wall is Head of Research & Evaluation, Fáilte Ireland since 2012. He manages Fáilte Ireland’s research & insights team as well as overseeing a wide range of visitor research projects. These projects are designed: to profile overseas tourists; to understand their reasons for visiting Ireland; & to assess tourists’ satisfaction levels with their experience in Ireland. While gathering tourist information is useful in its own right, Fáilte Ireland’s research team is increasingly proactive in information sharing & insight development within the development agency & with our external stakeholders. Hence, his participation in this forum. Caeman is an experienced economist, qualified accountant & well-practised management consultant. He joined Fáilte Ireland in 2008 as a senior economist having spent almost ten years working in business advisory roles, mostly management consultancy, project appraisals & business case evaluation. Previously Caeman lectured economics at Queen’s University Belfast & Waterford Institute of Technology.

Professor John Lennon is the Director of the Moffat Centre for Travel and Tourism Business Development, Glasgow Caledonian University www.moffatcentre.com He has undertaken over 500 tourism projects in 550 countries generating scholarships for more than 180 students. John is also a Non-Executive Director of Historic Scotland, the government agency with responsibility for 345 visitor attractions in Scotland and is a former Board member of the National rust for Scotland. John has also acted as a Specialist Policy Advisor to VisitScotland the national tourism organisation.

Tim Fenn is the Chief Executive of the Irish Hotels Federation. Mr Fenn has over 30 years of experience in senior executive and consulting roles in the private sector. A native of Cork, he previously held the positions of Chief Executive and Finance Director of FM104. Prior to this, Tim was Corporate Finance Manager with Farrell Grant Sparks, a leading financial advisory firm where he worked across many industries in all aspects of corporate finance and business consulting. He spent part of his early career in the hotel industry working in the family business.

Derry Cronin is Incoming Tour Operators Association Vice-President & Managing Director of the Cronin Travel Group, a family run business immersed in tourism since 1957. The Group includes Cronin's Coaches operating a fleet of 45 touring coaches, Select Hotels a marketing group with 26 independently owned Irish Hotels & Specialized Travel Services an Incoming Tour Operator with offices in Dublin, Cork & New York. Set up the office in the US in 1996 & returned to Ireland in 2004. In 2010, became Managing Director of the family business which is a leader in the Tourism Industry and joined the board of ITOA in 2009. The Association represents 30 of Ireland’s largest Inbound Tour Operators who deliver almost 500,000 promotable visitors to Ireland annually, who generate €419 million to the national economy & collectively members annually spend €8 million marketing & promoting Ireland globally.

Katherine Webster is Director of the Cliffs of Moher Visitor Experience, Ireland’s most visited natural attraction, since 2005. The attraction is owned by the local authority, Clare County Council & managed on their behalf by subsidiary company Cliffs of Moher Centre Ltd., of which Katherine is General Manager. She has responsibility for all operational, financial & strategic aspects of the Cliffs of Moher organisation. For the past four years she is Secretary of the Burren Ecotourism Network & sits on the Steering Group of the UNESCO recognised Burren & Cliffs of Moher Geopark. She is a board member of Embury Close Sheltered Housing Company in Adare. Born in Limerick City, Katherine now lives in Lahinch a short distance from the Cliffs of Moher. Katherine has over 30 years experience in the travel and tourism industry across Europe & beyond she has worked previously for American Airlines, Air France & Aeroports de Paris.

‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’‘Policy Priorities To Facilitate The Next Growth Phase Of Irish Tourism’

Paul White is a corporate communications' consultant and operates his own consultancy, White & Associates. He has worked extensively with the private and public sectors, both internationally and domestically, over the last 20 years. Prior to establishing his own consultancy, he worked with both RTE and The Sunday Business Post as a business journalist.