Mid Ireland TourismAGM 2014

2

Mid Ireland Tourism

• Background Information• Review of Activities• Plans for 2014

Board of Directors

• Alfie McCaffrey (Chairperson) Old Pork Farm• Barbara Smyth (Secretary) Silverline Cruisers, Banagher • Peter Loughnane County Arms Hotel, Birr• Joan Larkin, Lime Kiln Self Catering • Michael Dolan, Mount Temple Golf Club• Cllr. Tony McLoughlin Offaly County Council Main Street,

Birr • Angela Jupe, Bellefield Gardens• Brigid Geoghegan, Belvedere House, Gardens & Park• Veronica Molloy, Crossogue Preserves• Andrew Lambert, Kinnity Castle Hotel• Martina Dermody, Core Crafts• Martin Kearns, Townsend House

3

4

Background Information

• Formally Ely O’Carroll Tourism • 18 Years in operation• Voluntary Board of Directors• Staff of 4• Membership Based Organisation• Not for profit

5

Our Region

Membership 2014

• Number of Visitor Guide entrants increased by 8% on 2013 edition

• 130 entries in 2014 edition• 23 new members since October 2013

Including: – Racket Hall Country House– The Thatched Cottage Ballycommon– Charleville Castle– Viewmount House – Ballyshiel Artisan Foods

7

Our Role• Tourism Marketing Company• Our objective is to brand, package and promote

Mid Ireland as a unique region among key influencers and potential customers both at home and abroad.

• Market the Mid Ireland Region – which we define as Offaly, North Tipperary, Laois, Longford, Westmeath and East Galway

• Our Members – range from Accommodation Providers, Leisure Activities, Attractions, Arts & Crafts, Restaurants, Pubs and Food Producers

Between December 2013 and February 2014:

·  Increase of 11.3% in overseas visitors overall

133,000 more than same period 12 months earlier

Britain +14% (79,500)

North America +17% (23,700)

Mainland Europe +3% (13,700)

Other Areas +21% (16,000)

(CSO 26 March 2014)

Industry Overview

•59% of Irish tourism revenue comes from overseas visitors

•41% comes from domestic travel

•Tourism is Ireland’s largest indigenous industry and it employes 200,000 people in every community in Ireland

•The Gathering

Industry OverviewIndustry Overview

Review of Marketing Activities

• Market Mid Ireland Region under “ Mid Ireland ..it’s a kind of magic!

"• Mid Ireland Visitor Guide• Website: www.midirelandtourism.ie• Social Media: Facebook & Twitter • Shows & Events• Interaction with Tourism Partners• Seminars/PR Campaigns

10

Mid Ireland Visitor Guide

45,000 Printed Annually

Distribution:

• Mid Ireland Tourism Team

• Members

• Glance Promotions

• Internationally by Tourism Ireland

• Papermill - major Ferry Ports

Shannon, Cork & Galway Airports

• Promotional Shows & Events,

– requested by companies and groups

11

Mid Ireland Visitor Guide

• New design in collaboration with Brosna Press• Eighty pages of accommodation, attractions,

activities, crafts and restaurants.• Visitor Card with €2,000 worth of offers• Updated map

12

MidIrelandTourism.ie

13

MidIrelandTourism.ie

• Direct links to members websites• Online Marketing Campaigns• Evaluation of Website• Special Offers & Festivals & Events Sections• Queries & Bookings• Popular information packs

14

WebsiteGoogle Analytics

• Unique visitor number to website 2013 - 74,665• Jan – Apr 2014 vs. Oct – Dec. 2013:

– Visits +29.35%– Avg. Visit Duration +60%– Pageviews +60%– US Visitors +26%

• Pages most viewed • Changes / improvements during the year• What promotions have increased traffic • Our top 5 referral sites – Google, Yahoo, Twitter, Hidden

Gems and Birr Castle• 81.70% are new visitors 18.301% are returning visitors

15

Web Content•Developing experience packages and itineraries

•For example, ‘My Week in Mid Ireland’

17

Since October 2013: • Facebook: 1,606

+10% • Twitter: 1,320 +22%

Excellent response to competitionsMore advertising going forward

Social Media

E-Marketing Campaigns

18

•School Tours

•Active Retirement

•Special Offers

•Irish Associations Overseas

Public Relations•Increased emphasis on Irish-American news sources such as Irish American News and Irish Central

•Irish Times Gathering Piece

•Irish News profile

•Irish Examiner

•Strong relationship with local press

•Forging links with Travel Bloggers via Twitter

Public Relations

Shows & Events

• Holiday World, Dublin – 55,000 over 3days• Northern Ireland Campaign-Moira Game Fair, Co.

Down-30,000– Shane’s Castle, Co. Antrim – 25,000

• Bloom Festival, Dublin – 90,000 over 3 days• Failte Ireland Horse Show, Dublin• The Tullamore Show – 60,000• Irish Game & Country Fair, Birr Castle – 30,000• The National Ploughing Championships –

180,000• Over 50’s Show, Dublin

21

Partnership Approach

Interaction with• Midland Regional Authority• Local Authorities• Leader Partnership Companies• Failte Ireland

22

Tourist Office

Currently in discussions with Failte Ireland about the potential for a year-round tourist office in Birr operated by Mid Ireland Tourism.

Other Activities

•Enquiries Office•Competitions •General Office Administration for Members

24

Going forward

• Challenges: finance, participation levels

• Opportunities: to continue in increase our profile

• Strengths: Our commitment to Mid Ireland Tourism

25

January & FebruaryJanuary: • Holiday World, Dublin • Distribution of Visitor Guide• Design & Production of Special Offers Brochure

February: • Mid Ireland Region Website• Production of School Tours Brochure

26

March & April

• Mid Ireland Tourism AGM• Launch of 2014 Visitor Guide

• Direct Marketing Campaign

27

May• Design & Production of Special Offers Brochure

• Active Retired Campaign - Mail Shot & PR

campaign • Outdoor Activities Campaign - Distribute

Activities Brochure• Mail Shot, PR and Web campaign• Direct Marketing Campaign• Marketing/Networking Meeting

28

June & July• Northern Ireland Campaign - Shane’s Castle• Bloom in the Park, Dublin • Midlands Home & Garden Festival, Belvedere

House• Shopping Centre Promotion

29

August• Design & Production of Special Offers Brochure

• Failte Ireland Horse Show, Dublin• The Tullamore Show• Birr Vintage & Arts Festival• The Irish Game & Country Fair• Networking/Marketing Meeting• Mid Ireland Tourism Golf Classic

30

September & OctoberSeptember:• The National Ploughing Championships• Organise Fam Trip

 October: • Slieve Bloom Storytelling Festival• Hullabaloo! Children’s Arts Festival• Over 50’s Show, Dublin• Marketing/Networking Meeting

31

November & December

November:• Design of Mid Ireland Visitor Guide

2015December: • Production of Mid Ireland Visitor

Guide 2015

32

Thank You

34