Isle of Man Tourism
Chamber of Commerce22nd August 2012
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Tourism in context
Government•Delivering further economic growth and diversification
DED•Seek out and encourage new businesses to establish in the IOM•Support existing IOM businesses to ensure their continued presence and development•Coordinated and targeted marketing in key overseas markets•Develop right training to meet future needs
Tourism•Promoting visits to friends and relatives through local residents•Leverage TT and business visitors to return as leisure visitors•Promote the Island as a group visitor and cruise ship destination•Broaden the portfolio of event-led tourism
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Visitor Economy Strategy 2012-15
Repeat visits
Leisure break takers
Existing event participants
Visiting friends and relatives
Coach and group visitors
Conference delegates
Cruise visitors
Heritage and railway enthusiasts
Motorsport enthusiasts
Nature and wildlife enthusiasts
Business visitors
New visitors
Car club groups
Walkers
Mountain bikers
Golfers
Food and drink lovers
Adventure and endurance enthusiasts
Maritime and yachting (leisure and events)
Nature and wildlife
Mythology and superstition
Angling
Existing visitors trying new activities
Motorsport visitors returning as leisure break takers
Cruise and group visitors returning as leisure break travellers
Business visitors returning as leisure break takers
New products and services
Events (road race cyclists, triathletes, golfers)
Cycling – Road, Mountain Biking
Spa breaks
Shopping
Theme parks
Log cabins and caravans
Dark sky astronomy destination
Green tourism
Wedding tourism
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Key marketing developments• Digital
• Visitisleofman.com• 250k visits/month• Visits up 300% since re-launch in April• Online booking development underway
• Email newsletters• Bi-monthly visitor newsletters
(30k recipients)• Quarterly industry newsletters• Industry offer opportunities
• Social media• Daily posts on Facebook (13k likes) and
Twitter (2,500 followers)• Industry offer opportunities
• Mobile app • Currently in development
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• Exhibitions• Destinations, London• BOBI• The Active Travel Show• Industry partnership
• Visitor information• 2013 Visitor guide in production• Group travel guide• Visitor Information System launched
Key marketing developments
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• Public Relations• Hope & Glory PR appointed• Media visits, distributing press releases to
key UK media, campaigns and promotions.• Choice Magazine, Daily Record, ITV Country Wise• Industry offer opportunities
• Advertising• Ardmore Advertising appointed in April• Advertising Campaign now underway for both
Consumer and Trade• Regional press and radio• Specialist press, eg Coast, Countryfile, Discover Britain and Britain magazines• Digital campaign eg banner adverts, google adwords and Facebook advertising
Key marketing developments
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Key marketing developments• Advertising campaign
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Visitor Survey 2011
• Average length of visit 4-7 nights
• 62% came for a holiday/short break
• 11% came for an event• 7% came for business• 89% came from England,
35% from NW
Day trip1%
1-3 nights20%
4-7 nights60%
8-14 nights15%
15 nights or more4%
62%20%
11%
7%
Holiday/short breakVisit friends / relatives / familyEventBusiness
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Visitor Survey 2011
• 54% stayed in Hotel/Guesthouse
• 23% stayed in Self Catering• 16% stayed with
friend/relative• Average age of visitor 45 and
older
23%
54%
5%
16%
3%
Self CateringHotel/Guest HouseCampsiteWith friend / relativeHomestay
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Head of Tourism
Angela Byrne
BDM – Quality & Service
Vacant
BD ExecutiveNikki Salmon
Administration Officer
Lana Gardner
Administration Officer
Laura Quinn
BDM – EventsMichael Doherty
Administration Officer – Events
Trish Joyce
BDM – New Product
Julie Colquitt
BD Executive – New Product
Rachele Quayle
Student
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Projects we are progressing:
• Better functionality for accommodation sections on visitisleofman.com for our end user.
• New common standards for Campsites & adopting National Accessibility Scheme on the Island.
• Potential review of budgets to launch Business Seminars for the Tourism Sector.
• 2013 TT Triathlon launched.• Destination Management Audit to be commissioned
in collaboration with DCCL & MNH.
Thank you.www.visitisleofman.com