Monday, 13 April 2015

Domestic Tourism Outlook for 2015

CSO Statistics were released today providing information on where Irish people go for their holidays. No surprise that the UK is the most popular, followed by Spain and France. The domestic tourism market also fared reasonably well with Irish residents taking 1.65 million domestic trips in the fourth quarter of 2014.

CEO of Fáilte Ireland, Shaun Quinn had this to say on the figures.
 "Fáilte Ireland will be playing its part this year to strengthen this domestic performance through relentless marketing – both traditional and online – of the Discover Ireland brand.”

Right away I see a problem. More marketing is not what is needed to bring along domestic tourism. What we need is investment in development. We know what we can expect from Fáilte in terms of their promotions, Aerial shots of the Rock of Cashel, Cliffs of Moher etc. The same thing every time, or some variation of it. Rather than pumping money into marketing, why not put that money into on the ground development?

Yup, looks the same as it did 5 years ago

Yes we have nice Scenery, yes you can surf, hike up a mountain etc. But what then when the weather turns? Sure, Dublin has plenty to offer tourists, both Domestic and International. But what about the rest of the country?

Take Killarney for example. It has almost everything to offer, horse trekking, beautiful scenery, bus tours and so much more when the sun is shining. When the rain comes down, if you don't want to go to the pub, you're in trouble.

Notice I said "When"..not "if"

Even in a business sense it makes sense, you can't keep shoving the same product down peoples throat forever. They will eventually get fed up with us peddling Guinness and Leprechauns.

We can't rely on the weather at all, so rather than spend money on marketing, put it where it will be seen to work. Developing weather proof attractions that we can all use. Just look at the Centre Parcs development, good Tourist Attractions Market themselves in many cases.