Niamh Kinsella

Marketing Manager - Italy, Tourism Ireland

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Italy:

building on

momentum

Tourism Ireland Industry Launch

Belfast, April 25th 2016

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Italy: a growing and valuable market Island of Ireland trends

+36% Visitor growth

+27% Revenue growth

230K 2013

255K 2014

315K 2015

£87M 2013

£94M 2014

£110M 2015

Best ever!

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2020 Ambition: building on momentum

+45K visitors

£15M incremental revenue

2020

360,000

visitors

2020

£125M

revenue

Steady sustained

growth

2015

315,000

visitors

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- The buzz & excitement

of new places

- Doing things spontaneously

- Off the beaten track experiences

More motivated

by:

Less motivated

by:

Our best prospects Difference vs other markets

Italian Culturally Curious

Experience life like the

locals

Broaden the mind and

learn

Immersion in local

experiences

Global Travel Insights Survey, Red C & Tourism Ireland

Island of Ireland

Interest

Top 3

Intent

Top 3

Active planning

Top 3

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Northern Ireland’s profile raised in Italy

Global Travel Insights Survey, Red C & Tourism Ireland

Active Planning

Top 5

Intent

Top 5

Interest

Top 10

Brand ranks among most aspirational destinations in Italy

Game of Thrones promotions

Community engagement Market PR coverage: £4 MM

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Sources of additional growth

Product innovation

Northern Ireland has exactly what Italians want

Potential to extend Italian business: regionality and seasonality

Word of mouth from increased visitors

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Collaboration

Expanding the beaten track

Feeding the senses

People & fun

Fit for market

Building on momentum - Strategy to sustain growth

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Collaboration at heart of the strategy

• Partnership with Tourism Northern

Ireland and Failte Ireland • Great opportunities for your

business in the Italian market

Collaboration

Expand the beaten track

Feeding the senses

People & fun

Fit for market

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Expanding the beaten track - Introduce Italians to more authentic experiences

Collaboration

Expand the beaten track

Feeding the senses

People & fun

Fit for market

- Highlight the appeal of Belfast outside of the peak

• Good air connectivity (NEW RYANAIR) • Cities that are always in season • Beautiful scenery right on the doorstep

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Terroir

Place

Culture

Produce

& environment

Food in every conversation Provenance: linking food with landscape and culture

Feeding the senses

Collaboration

Expand the beaten track

Feeding the senses

People & fun

Fit for market

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Appeal to the Italian aesthetic and romantic sensibilities - Feeding the eyes and ears, the heart and soul

Feeding the senses

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People at the centre of proposition - warmth, hospitality, fun

Different to what Italians get at home

Values shared by both cultures and yet

Collaboration

Expand the beaten track

Feeding the senses

People & fun

Fit for market

People & fun

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Helping Italians see themselves here • Target influencers to advocate on

our behalf; highlight WOM and recommendations

• Seek out more high-value sponsorship opportunities (e.g. Masterchef)

• Deliver more opportunities to you to engage our social audiences with your business

• Together, let’s highlight accessibility to/from and around the island of Ireland

Vologratis travel blog on Instagram

Fit for market

Collaboration

Expand the beaten track

Feeding the senses

People & fun

Fit for market

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Northern Ireland Opportunity

Fit for market

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Opportunities to get involved

• Social Media

• Themed image galleries

• Consumer ezines

• Web offers

• Competition prizes

• In market events

• Press visits and news

• Trade fams and ezines

Fit for market

Collaboration

Expand the beaten track

Feeding the senses

People & fun

Fit for market

www.tourismirelandIndustryopportunities.com

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Thank you