Cultural Tourism

The Tourist as your Customer

Kevin Kidney, Fáilte Ireland

The Tourism Agencies

Responsibilities: Supporting the tourism industry.Developing the tourism experience in Ireland. Domestic marketing.

Responsibilities:Marketing and promotion of the island of Ireland overseas.

Cultural Insights Initiative 2011

Tourism Facts 2009 and 2010 (f)

2009 2010 (f)

Out-of-State Visitors (000s) 6,555 5,865

Foreign Earnings (€m) 3,879 3,412

Domestic Trips (000s) 8,340 8,000

Domestic Revenue (€m) 1,390 1,251

Total Tourism Earnings 5,269 4,663

The Role of Culture in Irish Tourism

2.9 million overseas visitors partook in cultural activities whilst in Ireland in 2010 with

Mainland Europe accounting for 43% of this figure

Cultural Insights Initiative 2011

Overseas Visitors (000s)

Any cultural pursuit(historical/cultural visits/gardens/festivals/events/genealogy)

2,900

Visitors to places of cultural/historical interest (historic houses/castles/monuments/heritage/ interpretive centres/museums/art galleries)

2,752

Attending festivals/events(arts/music/heritage/garden/sport/agriculture/ educational/food)

433

Overseas Visitors Engaging in Cultural Pursuits 2010

Source: Fáilte Ireland Survey of Overseas Travellers

Overseas Holiday Visitors 2010

Visiting:

Source: Fáilte Ireland Survey of Overseas Travellers

Average Length of StayOverseas Holiday-Makers

Source: Fáilte Ireland Survey of Overseas Travellers

Global Perspective

Cultural Tourism….•Accounts for 35-40% of all tourism worldwide (WTO)•Growing at rate of 15% per annum – 3 times rate of general tourism•It’s a generalist not a specialist activity•Can provide context for other activities / products•Visitors want innovative ways of accessing Culture & Heritage•Looking for broad, themed & authentic experiences•Move from observation based to more embracing and participatory experiences

Culture and Heritage The Irish Perspective

• Key differentiator & a unique element of the Irish

experience

• Regularly cited in top 3 distinguishing factors (USPs) for

Ireland (FI Visitor Attitudes Survey)

• Over 2 in every 3 holiday-makers visits a Cultural or

Heritage site during their stay

• Closely aligned with Tourism Ireland’s broad destination

message

Cultural tourists tend to:

- Be highly educated

- Stay longer and spend more

- Be considered more ‘recession proof’ than other tourists

- Be increasingly interested in learning while on holiday

3 key cohorts of Culture & Heritage tourists

InspiredInspired

IncidentalIncidental

MotivatedMotivated

I have a strong interest in culture and sightseeing and a large part of my holiday is spent exploring cultural

opportunities

My holiday is built around a specific cultural element for example a

Christian Heritage or garden tour

I come into contact with cultural or heritage related experiences by accident without any advance

planning

Motivation

Overseas - Heritage AssociationsHeritage

Overseas - Cultural AssociationsCulture

Key Issues

• Lack of Awareness• Ease of Accessibility• Customer Experience• Coherent product offering

The Challenge

• Offer Tourists better experience on the ground

• Increase number of tourists visiting Ireland by leveraging culture and heritage offering

Priorities• Ensure high quality experience (both tangible and

intangible elements)• Support the communication of the ‘Brand Ireland’

message – raise awareness• Develop industry skills set• Interpretation, bringing experience to life• Insights – bench-marking, best practice, monitoring

and measurement• Innovation in the offering, particularly in technologies

Communications• Examine your business• Set targets (customers and revenue)• Set pricing – be clear about value• Work with partners – tour operators,

accommodation, packages• Develop and optimise website• Targeted PR / media campaign – tell a story• Organise Events• Talk to your customers• Monitoring and measurement

THANK YOU!