six truths in travel northern ireland’s new dawn

Six Truths in Travel NORTHERN IRELAND’S NEW DAWN

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1. THERE ARE NO TRUTHS IN TRAVEL

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Location, location...

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DarinaAllen...

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Ryanair 1.0NO REFUND, F**K OFF!

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Ryanair 2.0THE CARING AIRLINE

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Don’t be afraid to change

Tried and tested models work for a reason. But change is healthy too.

THERE ARE NO TRUTHS IN TRAVEL.

A good idea (done well) can travel all over the world. Get the product right. The customers are likely to follow.

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2. EVERYTHING IS LOCAL

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Option overdose…

Local Heroes...

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LINKING HERITAGE WITH THE HERE & NOWStories, characters, experiences… e.g. Titanic’s links with locality

PLACE ON A PLATEFood, producers, menus

DISTINGUISH YOUR DESTINATIONWhat stories are unique to you?What sets you apart from competitors?Comeback kids: Iceland

SMALL WONDERS, BIG SELLING POINTS

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Ox BelfastPLACE ON A PLATE

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Local: A USP?

On this island, local isn’t a fad.It’s a way of life.

Storytelling comes naturally.

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Alain de Botton:

‘The growth industries of the future will help us to mingle with and understand the living

reality of host nations. They will take us out of the sterile routines of the art museum and

throw us into the vibrant reality of kitchens, offices,

kindergartens and wedding parties…’

WHAT DO YOUBOTH WANT?

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Hidden Gems…

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My Editor’s Brief…

‘This is about inspiring people, empowering them to travel...’

WHAT DO YOUBOTH WANT?‘How do you get

to the heart of the city? And how do you scratch beneath the surface?’

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3. WE WANT TO SHARE.

HELP US.

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Wish You Were Here!

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Word of Mouth

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An Instagram Hotel…

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How do photos make us feel?

WATCH THIS SPACE

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How do photos make us feel?

WATCH THIS SPACE

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4. PEOPLE MAKE PLACES

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ON SAFARISTORIES TO TAKE HOME

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HIPPO-HOPTHEY LOOK AT YOU LIKE…

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PEOPLE MAKE PLACESYOU ARE NORTHERN IRELAND…

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5. TOGETHER IS BETTER.

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What You SeeNORTHERN IRELAND

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What Irish Visitors SeeNORTHERN IRELAND

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What Others SeeNORTHERN IRELAND

Destination Marketing...

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2. VISITOR-CENTRICVisitors don’t visit a hotel

room. Or a restaurant. They visit a destination.1. SHARED

STORIES Multiple tourism businesses singing from the same sheet…

3. STRENGTH IN NUMBERSIn a crowded marketplace, creating trails, bundles, packages and festivals cuts through.

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It’s Sexy!BUT IS IT SMART?

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More than a RoomTHE HOXTON HOTEL, LONDON

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Wild Atlantic WayWORLD’S LONGEST COASTAL DRIVE

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Real Life WesterosGIVE ME A REASON

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Culture & ConflictCROATIA, VIETNAM, SOUTH AFRICA, N.I.

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6. IT’S OK TO MAKE

THINGS UP.

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New Nordic CuisineCLEVER DESTINATION THINKING

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NYC NeighbourhoodsINVENTED, OR ALWAYS THERE?

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Northern Ireland CallingTHREATS: COMPETITION, EURO, BAGGAGE

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Northern Ireland CallingOPPS: ACCESS, PEOPLE, FOOD, COAST, ATTRACTIONS

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