tourism opportunity launch 27 jan 2011
DESCRIPTION
A presentation given by Noel Sweeney of Tourism & Transport Consult International Ltd, author of the Tourism Opportunity report along with Jim Power, economist, which was launched on 27 January 2011.Join the debate about Ireland\'s Tourism Opportunity at http://www.tourismopportunity.ie/TRANSCRIPT
C. Noel SweeneyTTC – Tourism & Transport Consult
TOURISM IN CRISISUnprecedented downturn in demand
Business closures & 000s jobs lost
2m fewer overseas visitors 2010 vs. ‘07
€1.7 billion fall in foreign earnings
Collapse of British market
Ireland losing market share
Domestic market beginning to contract
...................ACTION NEEDED NOW
Recession dampened demand for travel
Downturn in Ireland steeper and longer than other destinations
Competitiveness / value for money an issue
Upturn in 2010 in other countries, but not in Ireland
Future Outlook• Global tourism, like the economy, on an upturn,
although more sluggish in Europe• World tourism to grow by up to 5% p.a.• Demand trends
– Consumer more value conscious– Shorter trips / Spending less– Late booking / ebookings– Ageing demographic
• Challenging for Ireland’s tourism– Right message and communication – Competitiveness– Investment– Access
Low growth scenario
Mid growth scenario
High growth scenario
Bounce in 2011/12 (min.10% )Av. annual growth (min. 6%)Constant length of stayAv. daily expenditure +2% p.a.
‘Bounce’ in 2011/12 (5% to 10%)Av. annual growth (min 5%)Marginal decrease in length of stayAv. daily expenditure +2% p.a.
Marginal annual growth (<4%p.a.)Shortening length of stayNo change in average daily spend
Low
Mid
High
New jobs created by 2015 under 3 growth scenarios= 1,000 jobs
€4.6b €5.7b€4.9b €6.2b
Overall tourism earnings (Overseas tourism revenue in Ireland, excl. carrier receipts)
Opportunity to grow to €6 billion
Exchequer take €1.7billion
14,000 to 21,000 new jobs created
Overseas visitor bednight scenario projections
2015 scenarios: Increase over 2010:High 59.8 million +35%Mid 53.8 million +22%Low 47.4 million +7%
Overseas visitors (000s) growth scenarios 2010-2015
+18% +36% +45%
Mid to High
Holiday Visitors+42% to +53%
GB : +55% to 64%USA: +36% to 52%Germany: +44% to 50%France: + 34% to 39%All other: + 28% to 44%
10 Point PlanA new marketing approach1. Repair Ireland’s damaged image abroad
2. Re-launch Ireland as a tourist destination
3. Promote quality & value
4. Focus on top 4 producing markets
5. Get the marketing right
6. Sell to our strengths
Making it happen 7. Industry-led Recovery Task Force
8. Re-engineer tourism agencies
9. Launch business loan scheme
10.High level group to tackle hotel issue
Scenario setting Turnaround strategyIndustry-led Recovery
Task Force
‘Stretch’ targets
Overseas holiday visitor focus4 top producing markets
British recovery & winning bigger share ex USA, Germany
& FranceStatic domestic demand
Image recoveryRe-launch brand
Smarter marketingQuality/value focusOrganisation reform
Credit access & cost base reductions