CULTURAL TOURISM SEMINAR

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MARKETING & SELLING CULTURAL TOURISM

OVERSEAS

CULTURAL TOURISM – WHAT IS IT?

Cultural Tourism embraces the full range of experiences visitors can undertake to learn what makes a destination distinctive – its lifestyle, its

heritage, its arts, its people – and the business of providing and interpreting that culture to visitors.

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Market/Sell the Island of Ireland

Partner with Irish & Overseas Tour Operators & Travel Trade to ensure Ireland programmed Internationally

On-going research in the market-place to identify opportunities and address market requirements

Work with Tourism Agencies & Utilise Promotional Platforms Provided

Travel Trade i.e. ITOA comprise Tour Operating Companies, Handling Agents, DMCs, PCOs

Delivering Business to Irish Product Suppliers

Bundling & Package Tourism Product & Cultural

Provide 24/7 customers service/care

ITOA Annual Workshops – West & East Coast

Tourism Trade – What Do They Do?

Overseas Travel Trade Partner Operators - B2B

Leisure Business Group Organisers – Wholesalers

Travel Agents & OTA’s

Consumers – Individual FIT’s

Special Interest Operators/Organisations

Business Travel Incentive Houses

Conference Organisers

Corporate Meetings

Tourism Trade Customer

Packaged Product

Tour Series

Special Events

Ad Hoc Groups

Individual Traveller

Study & Special Interest

Groups

Business Travel - Incentives

Conferences - Bleisure

Sports & Festivals

TRAVEL TRADE – SELLING & MARKETING B2BIRISH TRADE PARTNERING WITH OVERSEAS TRADE THE PROCESS

Create Reasons for Overseas Trade to Sell Ireland

Creative Dynamic Packaging

Provide Objective Selection of Product

Delivering the Overseas Partners Needs

Convert the Business

Beat Competing Destinations

Ongoing Destination Education

Deliver New Visitors Annually

One Stop Shop – 24/7

Travel Trade Distribution Channels

The Customer

Overseas Leisure Tour Operators

Individual Tourists

Conference Organisers/Incentive

Houses

Incoming Tour Operator Association

Hotels/Guesthouses

TransportActivity/SpecialInterest

Attractions

Festivals

Events

BusinessTourism –

Conference/

Incentive

Cultural

Experiences

Internet/Intranet

Overseas sales trips – experience has shown that one to one contact with overseas partners and decision makers is the key to achieving growth

Sales & Marketing Activity

Participating with Tourism Ireland at all major Trade Fairs & Promotions

Trade Familiarisation Trips

Ongoing Education and Training Overseas Partner Staff and Trade

Create & Promote New Programmes and Product

E-marketing

Media Familiarisation Visits

Partner with Tourism Ireland’s representation in Overseas Markets and with other members of the Irish trade

Selling & Partnering with ITOA Members?

• Attend ITOA Workshop – Annually in March

• Sell Your Product One on One to Each Member Company

• Research & Understand Individual Companies Business

• Deliver the Best Possible Service

• Local Knowledge – Sell Your Region

• Partner with Tourism Business locally – Be a Part of their Sales & Marketing Activity

• Build Relationships

• Accessibility – Ease of Booking - Flexibility

Selling & Partnering with Travel Trade (ITOA)

Leisure Tourism Tour Series

Ad Hoc Groups

*FIT

• Understand their distribution channel, timelines & rate structures (Commission / net rates)

• Optional Sales Opportunities

• Accessibility & Flexability

Business Tourism Incentive Groups

Corporate Meetings

Intl Assoc. Congress Behind the Rope

Experiences

Private Hire – Exclusive Use

Create an Exclusive Element to the Experience

Selling & Partnering with Travel Trade Partners

Trade Requirements:

Provide Commissionable Rates

i.e Allow Differential Between Public and Trade Rates

Seasonal Rate Differential OR Value Added Options

Flexibility - Numbers / Timing Changes

Agree Terms & Conditions

Provide Information – Outline Programmes

Central Booking / Make it Easily Accessible

TOP TIPS - SELLING TO THE TRAVEL TRADE

Timely Delivery of Rates & Information

Efficient & Professional Responses to RFP

Regular, Useful and Interesting Communications

Attend Trade Networking/Sales Events

Membership of Marketing Group

Maintaining Quality Service Levels

Provide Information/Guides in European Language

Relationship Development - Partnership & Co-Operation Fam Trips & Site Inspections

Selling & Partnering with The Irish Tourism Community

HOW TO MAKE THEIR CUSTOMERS YOUR CUSTOMER?

Network & Sell to Tourism Industry

Form Strategic Alliances

Co-Operative Marketing Groups

Develop Relationships with Local/Regional Tourism Enterprises

Share Your Product Experience - CREATES AMBASSADORS

Participate in Tourism Trade Events & Fam Visits

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