Data driven decision making in the Dublin region: A Fingal perspective

Tourism Strategy 2015-18

Data Driven Decision making in the Dublin region

A Fingal Perspective

Sheila Flanagan, PhD, Head of Learning Development and External Engagement. DIT


Structure of Presentation

• Tourism Review – Current Trends

• Destination Dublin

• Fingal Tourism Strategy 2015-2018 (Draft)

• Data Collection and Management Fingal

• Planning


Tourism Review 2014

• Improved economic conditions in source markets, the increase in capacity on air and sea services into Ireland, a stronger US$ and £sterling, and a more competitive product came together to produce a great year for the tourism sector.

• Overseas visitor arrivals grew by 9%, or 650,000 to 7.3 million, the best year since 2008, with all 4 top markets recording growth.

• The United States, Germany, France, and Canada all returned record performances, with Ireland winning market share of outbound tourism in the important US and German markets.

• Overseas tourists spent over a quarter of a billion euros more in the country in 2014, bringing the total to just over €3.5 billion, up 9% on the previous year.

• Domestic tourism revenue is reported to have grown by 6% to €1.5 billion, together with a further €335 million earned from Northern Ireland visitors.

• Total earnings of the industry will exceed €6.3 billion, an increase of 7% on the previous year.

• Tourism businesses currently are estimated to employ in excess of 200,000, based on Fáilte Ireland data, with up to 5,000 jobs having been added in the year.


Comparators


The Context

• Industry sentiment on the island of Ireland and among overseas trade partners is positive and the early outlook for 2015 is good.

• This year, our key marketing and promotional themes include the Wild Atlantic Way, the Causeway Coastal Route, Dubline, Yeats 2015, the Irish Open at Royal County Down, the South and East, Irish Design 2015 and the Tall Ships in Belfast, as well as the opening of the Gobbins Cliff Path on the Antrim coast.

• We will also be highlighting the British-Irish Visa Scheme which makes it easier than ever for visitors from emerging tourism markets including China and India to visit the island of Ireland in 2015.


Consumer Trends

• Technologically savvy consumers

• New ways of obtaining information• Looking for unique experiences

Tourism Irelands Digital Footprint

• 13.6m visits to Ireland.com• 35 million emails• 3 million fans on facebook


A new way of working to achieve Growth

A visitor focused strategy: ‘Social Energisers’ ‘Culturally Curious’Conferences & IncentivesCruise visitorsEvent visitors

A new Dublin proposition = new brand

7 I

The opportunity6.2m visitors by 2020Doubling of revenue to €2.5 billion19,600 new jobsGrowth in overseas spending: +8.6% paGrowth in employment: +7.6% pa

Grow Dublin Tourism Alliance Finalise development of new brand and secure ‘buy-in’Develop a new funding modelDesign operational programme with Failte Ireland & Tourism Ireland.


GG

New National Tourism Policy Enhanced role for Local Authorities

Improving economic climate

Ireland’s tourism returns to growth

8 I

Fingal Tourism Strategy – The Context

Tourism a global growth industry

Tourism a global growth industry

Grow Dublin Tourism Initiative


The contestable markets

o Local resident population;o Population resident in within 1-1.5 hours travel (est. 2.4 m) o Out of state visitors to Dublin / Irelando Domestic visitors to Dublin


Core Objective

….focus on tourism potential as a driver of economic development to deliver income, business enterprises & jobs

.

10 I

Fingal Tourism Strategy 2015-2018


Vision for tourism in Fingal

An attractive, vibrant and sustainable tourism destination delivering a distinctive experience for local

residents, Irish and international visitors.


Data Driven Decision Making in Fingal –using the DIT ACHIEV

Model


Divided indicators into 6 Fields of Interest

A

H C

I V

E

DIT-ACHIEV Model


Implementing the Model


Overall process

1) Data Collection

2) Data Analysis

3) Identification of Issues

4) Planning for the Future




Dublin 15Dublin 15

Rush / Lusk / Loughshinny /

Balbriggan

Rush / Lusk / Loughshinny /

Balbriggan

Portmarnock / Malahide / Swords / Airport /

Portrane / Donabate

Portmarnock / Malahide / Swords / Airport /

Portrane / Donabate

Howth / Baldoyle / Sutton

Howth / Baldoyle / Sutton

Rural Hinterland

Rural Hinterland

5 Zones5 Zones


• Results of 187 Surveys collected between July and November 2013

• Each location was asked to complete 2 surveys per week for a period of 3 months

• 18 Locations participating in survey collection- • Best performers: Howth Tourist Office, Malahide Castle,

Ardgillan Castle

Other participants: – Crowne Plaza Blanchardstown– Skerries Mills– Sutton Golf Club– Malahide Tourist Office– Airport View Hotel– Flavours of Fingal– Castleknock Hotel– Balbriggan Tourist Office– Redbank




Additional responses: On a business trip, close to the airport, English School, Heritage Week, lived here 50 years ago, wedding, visiting family






Most Frequent Spend Average SpendAccommodation €50 €89Food €30 €50Shopping €100 €76Entertainment €50 €41Transport €10 €22Total Spend in Fingal €30 €192


Best Experience

• Accessibility, scenery, beaches• The people• Guided Tour• Ardgillan Castle• Bars and restaurants• Blanchardstown Centre• Malahide Castle• Cliff walk in Howth• Dinner by the sea• Flavours of Fingal• Food• Gardens• Golf• Interesting historical sites• Links golf courses• Museums• Walks• Skerries• Train from city to Howth• Views• Sightseeing


Worst Experience

• Accommodation was not as expected• Expensive food• M1, M50• Parking meters• Confusing signage• Dog wardens not on duty• Driving and traffic• Getting wet while waiting for bus• Waiting for a bus that never came• Taxi drivers• Only shopping to do when wet• Signage• Pot holes• The weather


3) Identification of Issues3) Identification of Issues



Traffic Light Assessment of Carlingford Indicators


Carlingford Issues Paper


Carlingford Issues Paper

Date post:	16-Jul-2015
Category:	Travel
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Data driven decision making in the Dublin region: A Fingal perspective

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