TIPPERARY Strategic Tourism Marketing, Experience & Destination Development Plan 2016-2021
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TIPPERARY Strategic Tourism Marketing, Experience & Destination Development Plan 2016-2021 SUMMARY REPORT
Overview THE OBJECTIVE
Together we believe we can position Tipperary
as a leading inland destination and within the
This Strategic Tourism Marketing, Experience & Destination Top 3 destinations in Ireland’s Ancient East.
Development Plan (the Plan) has been prepared for
Tipperary County Council & Tipperary Tourism Company in
the context of change and opportunity. This countywide Plan Encouraging
Build capacity to extend
sets out a fresh proposition for Tipperary. Action oriented, Sustainability and
stay duration
the Plan aims to galvanise and enable growth for Tipperary. Growth within the sector
Developing and Build synergies between
promoting Tipperary different tourism
tourism experiences products
57k €18m
MONAGHAN
€39m
126k €41m 101k
LOUTH
CAVAN
22k €7m 115k €38m
THE CONTEXT LONGFORD
96k €32m
MEATH
Tipperary punches above its weight in terms
of the national picture for international €70m
WESTMEATH 183k
visitors. This is a solid baseline from which
to achieve growth and build our reputation 48k €14m €75m
with the domestic visitor. 212k
OFFALY KILDARE
53k €19m
Visitors Value
LAOIS €30m WICKLOW
€64m 63k
190k
249k
CARLOW
€33m
240k
TIPPERARY €54m
255k KILKENNY
€52m
WEXFORD
WATERFORD
Cyclists enjoying views of the Knockmealdown and Galtee
mountain ranges from the Vee Pass, Clogheen, Co Tipperary
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TIPPERARY Strategic Tourism Marketing, Experience & Destination Development Plan 2016-2021 Summary Report
CULTURALLY CURIOUS
Travellers in the over 45 age group taking a holiday with
their partner. They are out to broaden their minds and
expand their experience by exploring new landscapes,
Our Visitors
history and culture.
GREAT ESCAPERS
Tipperary has a wonderful mix Fáilte Ireland describes three types of consumers These tend to be younger and are specifically interested in
who are a particular focus for Irish tourism rural holidays. Great Escapers are on holiday to take time
of built and natural heritage marketing in our principal source markets. out, and experience nature at close range.
complemented by attractive
towns and villages, excellent CULTURALLY GREAT SOCIAL
food and an abundance of CURIOUS ESCAPERS ENERGISERS
activities for all ages and
abilities. Extensive research
In addition to overseas markets, similar research
from Failte Ireland tells us what has been undertaken in the domestic market. There
now exists a more developed understanding of the SOCIAL ENERGISERS
types of people are going to domestic tourism consumer and what it is they Younger visitors who like to holiday in groups or
enjoy a visit to Tipperary. expect from a domestic leisure break. The domestic as couples. Friends or colleagues looking for an
market has also been segmented and specific types exciting trip to a new and vibrant destination.
of consumer identified. These are:
FOOTLOOSE SOCIALISERS
CONNECTED FOOTLOOSE
These are young travellers keen to spend time
FAMILIES SOCIALISERS
socialising with groups of friends. They account
for 15% of the domestic market.
CONNECTED FAMILIES
These families are looking for opportunities to spend
time together through shared experiences. This
segment accounts for 23% of the domestic market.
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TIPPERARY Strategic Tourism Marketing, Experience & Destination Development Plan 2016-2021 Summary Report
The Tipperary Connecting what is on offer to our visitors and thinking
Vision & Proposition
about the Tipperary experience as integrated and distinctive
creates a platform for selling Tipperary as a dynamic and
satisfying option for a short break or holiday experience.
The Plan is based on five strategic
pillars which represent the breadth of
experiences in Tipperary and reflect TIPPERARY
what Tipperary ‘stands for’. This vision
will guide future activities which support The undiscovered heartland of Ireland
growth for the individual experience and - abundant in authentic, yet-to-be
the destination development.
discovered experiences that are rooted UNSPOILT + A VARIETY OF AN IMMERSIVE
UNDISCOVERED LANDSCAPES EXPERIENCE
in a land even more ancient than the
Tipperary is unspoilt and feels Tipperary has a variety of Tipperary offers a vibrant range
historic buildings that remain, yet fully in undiscovered yet it’s within easy landscapes: fertile lowlands, of experiences in unique clusters
harmony with the modern world. reach from Dublin and Cork. a number of mountain ranges, creating a truly immersive
So quick to get away from it all. lake and river experiences. authentic experience.
AN IDEAL BASE LOCAL PRODUCE
Tipperary is ideal as a base Tipperary has a significant food
for touring visitors - with easy product with local producers
access to Ireland’s major sites creating some of the most well
and destinations. known products.
As a destination, it will appeal to visitors for a variety of reasons:
PRACTICAL EMOTIONAL CURIOSITY SPECIFIC FASHION
INTERESTS
Easy drive; Slow, real, Undiscovered Outdoor The new food
offers what authentic, experiences, activities, destination
they want. provides the sites and heritage, food.
opportunity to landscapes.
de-stress, and
reconnect.
The majestic Rock of Cashel, Co. Tipperary.
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TIPPERARY Strategic Tourism Marketing, Experience & Destination Development Plan 2016-2021 Summary Report
Strategic Plan Alliances
Tour
Company
B&B
Framework for delivery
Activity
centre Pub
Retail
Shop Food
Producer
Hotel
Museum
The success of an overall tourism experience relies on: Tipperary can reach its aims
Transport Café
Heritage
with strong alliances between
Restaurant
The overall location and sense of place in which a holiday takes place Company Site the trade and Tipperary
B&B Tourism Company. Let’s work
The individual products/experiences with which a visitor interacts B&B
Tour
Adventure together to share the Tipperary
The capacity of the industry to deliver on visitor needs Hotel Company
Guide
Shop
Gallery
B&B experience with more visitors
The profile and promotion of the destination Shop
B&B
than ever before.
Retail Retail Hotel
Working
Pub Hotel Working Group
Hostel
Restaurant Group
THE FIVE STRATEGIC PILLARS B&B
Café
Retail Hotel
TIPPERARY
Hostel TOURISM Transport
Pub COMPANY Company
Heritage
Café Pub Café
Site
Café Café
Hotel B&B
Pub
Tour Pub
Destination Product Industry Marketing Measurement Activity Guide DTTAS
centre Working
Development Development Development B&B Group B&B
Developing Tipperary Strengthen the current Build capacity within Communicate the Establish monitoring Museum
Tour Tour
as a destination tourism product and the trade and support exciting breadth of the and measurement to B&B Company
Guide
through greater maximise collaborative direct sales initiatives. Tipperary proposition inform future planning Food Working Restaurant
Producer Café
integration and active opportunities Help build ambitions across relevant and investment Group
Hotel
participation of all through bundling and and encourage greater platforms. Positioning decisions and Café
stakeholders. coordinated activities engagement. Tipperary as a ‘must measure outcomes Hostel Pub
B&B
under the Ireland’s have’ experience to its from activities Hotel Hostel
B&B
Ancient East priorities. target markets. undertaken as part of Car Hire
Company
this Plan. Hostel Museum B&B
Pub
Café
Adventure
Café Company Activity
centre
Food Pub
Producer B&B
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TIPPERARY Strategic Tourism Marketing, Experience & Destination Development Plan 2016-2021 Summary Report
The following is a set of actions which are intended to address all
Action Plan
aspects of the business of growing tourism in Tipperary. The actions
reflect marketing, infrastructual and organsiational requirements
which inter-relate to resource the delivery of bundles, the Tipperary
proposition and the ultimate aim to grow Tipperary’s tourism position.
LINE ITEM (in order of priority) TIME LINE LINE ITEM (in order of priority) TIME LINE LINE ITEM (in order of priority) TIME LINE
DESTINATION DEVELOPMENT PRODUCT DEVELOPMENT MARKETING (Contd.)
Organisational i Generate operational work plan for the Plan and review human resource Q2 2016. Review and generate annual Organisation i Establish Product Development Working Group Q2 2016. Appoint new Working Group. Web i Employ/assign shared or part-time web marketing staff. Commence Q1 2017.
Structure requirement against current available. op. plan in final quarter of each year.
Ireland’s ii Story audit to select stories with potential for integration into IAE bundles/ Q3 2016. iii Post-branding, develop brief online Plan that incorporates website, social Q3 2016.
ii Agree ongoing CPD and mentoring to ensure the Tipperary County Council Immediate and ongoing. Annual Ancient East tours/animation media, blog, offers and liaison with industry and tourism partners.
Tourism Staff are in a position to activate and lead in delivering the Plan. reviews in line with operational
iii Develop four IAE experiences to be offered through bundling (see 4.3 below) Early Q4 2016. iii Finalise Tipperary website, ensuring current feed from Fáilte Ireland or Q3 2016.
planning.
to target consumer groups and tour operators. other database provider and developing special offers page and blog.
iii Review existing Tourism Company structure in light of strategic objectives Q2 2016.
Festival i Support festivals, events and live experience which embody the Q4 2017. Publicity i Employ/assign shared or part-time publicity staff (one day a week or Immediate.
and revise membership as appropriate. Development Tipperary offer equivalent).
iv Establish Zone Development Working Groups in each Municipal District. Q4 2016.
INDUSTRY DEVELOPMENT ii Review annual Tipperary event calendar for publicity opportunities and Ongoing. Annual review as part of
v Following assessment of industry needs, agree membership packages that Q3 2016. Review and update Q3 ensure that they are maximised e.g. hosting of Food event, opening of operational planning.
Organisation i Establish Industry Development Working Group. Q3 2016. Appoint new Working Group.
support overall strategic objectives. annually along with operational Cashel Palace.
planning. Developing ii Establish networking and familiarisation programme for industry across the Q1 2017.
tourism iii Familiarisation trip annually for journalists. Q3 2016 onwards. Annual review as
county and across the border with important complimentary products.
Zone i Agree animation programme at heritage sites in/near gateway towns - Pilot two sites in summer 2016, two awareness and part of operational planning.
Development commencing with Cahir and Roscrea. more in 2017. Review end 2017 and engagement
iv Post-branding, organise photo or similar online consumer competition. Q2 2017. Annual event if successful.
plan for 2018-2021.
Build business i Audit industry needs through simple survey. Assessment of skills, capacity. Begin Q4 2016. Ongoing provision for
capabilities. Publications i Post-branding, review existing Tipperary brochures, flyers, etc., and reformat Q3 2016. Annual reprint as required.
ii Review and ensure there is a formal link with all existing tourism groups in Q4 2016. assessment and supports as part of
Address org. to address the needs of key consumer groups i.e. examine the need for bulky
ACTION PLAN CONTINUED
the county to ensure consistency, e.g. attendance at key annual meetings. membership.
issues based literature and explore other cost-effective promotional vehicles.
iii Review of key priorities in gateway towns and villages, using mystery shop Q2 2017. on structure &
capacity ii Develop downloadable online guides for key segments: family holidays, Q3 2016. Annual reprint as required.
feedback as a starting point - see also point viii. Guidelines for developing
cultural breaks, outdoor active breaks, food.
historic towns are referenced in Section 6. ii Establish workshops and one-to-one mentoring programme to address Commencing early 2017 - through
key issues: finance, understanding customer needs, marketing, product off-season theeafter. Trade & i Co-ordination of industry attendance at Meitheal, Dublin, and World Travel April & November. Annual event,
iv Audit existing tourist information points and ensure central availability of Q2 2017.
innovation. Consumer Market, London. depending on feedback.
quality tourist/orientation information in each gateway town. Promotions
MARKETING
v Develop action plan to address priorities in gateway towns and villages. Q1 2017. Roll-out 2017-2021. ii Direct sales to incoming tour operators - start by a review of relevant Ongoing.
Organisation i Establish Marketing Working Group (see Section 6 for useful marketing Q4 2016. Appoint new Working Group. operators in the Meitheal Overseas Buyers listing (ref. Toolkit 7.3) and
vi Review of key priorities in existing/developing Lough Derg, Munster Vales, Q4 2016.
resources). analysis of trade database from among Tipperary operators to identify best
Butler Trail and River Suir programmes to ensure consistency with each
matches.
other and integration with this over-arching Plan Branding i Establish new ‘look and feel’ (brand) for destination Tipperary - logo and Q3 2016.
guidelines for web, publications and partner material. iii Familiarisation trips annually for overseas operators. Q1 2018. Ongoing.
vii Lead Lough Derg Marketing Plan Group and implementation of Roadmap Ongoing.
ii Roll-out branding education programme to industry and facilitate alignment Q1 2017 - Ongoing. iv ITOA Workshop & member development. Build relationships with the March workshop / relationship
viii Lead the development of the Munster Vales Ongoing.
through free downloadable templates & guidelines. incoming tour operators based in Ireland. Attend IOTA annul workshops development. Q3 2016. Annual and
ix Lead the further development of the Butler Trail across the county Ongoing. (Toolkit 7.7). ongoing.
Bundled Offers i Lead the marketing of new bundles/routes/concepts. Marketing to include Q4 2016. Ongoing - with review as part
x Lead the development of the River Suir as a water activity hub Ongoing. web marketing and limited advertising. of annual operational planning. v Two Tipperary-specific consumer promotions in conjunction with food. TBC
Community i Audit active community groups and agree ongoing liaison mechanism. Q2 2017. Regular review of liaison as ii Co-ordinate daily social media programme - uploading of news stories, Ongoing MEASUREMENT
Engagement part of annual operational planning. images and offers from the industry and county.
Organisation i Establish Measurement Working Group. Q2 2016. Appoint new Working Group
ii Agree recognition scheme for community achievements in tourism. Q3 2017. Roll-out 2017-2021. iii Post-branding, develop brief online Plan that incorporates website, social Q3 2016.
Visitor i Establish simple survey methodology to allow operators and Tourism Q4 2016. Implement 2017-2021
media, blog, offers and liaison with industry.
measurement Company gather quantitative data for planning.
iv Finalise Tipperary website, ensuring current feed from Fáilte Ireland Q3 2016.
ii Establish peak-season qualitative survey in gateway towns and at main Q1 2017. Implement 2017-2021.
or other database provider and developing dynamic special offers page
attractions to gather feedback on destinations (see town survey referenced
and blog.
in Toolkit 7.3).
Activity i Ensure all activity undertaken has clear metrics in advance and that Ongoing
measurement measurement takes place.
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This document has been prepared on behalf of Tipperary County Council and the
Tipperary Tourism Company by CHL Consulting Company Ltd.
For more information contact us at +353 (0)761 06 5000 or tourism@tipperarycoco.ie
Published April 2016
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