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The Role of Festivals & Events in Tourism Promotion

The Role of Festivals & Events in Tourism Promotion. Ciarán Tuite Head of Product Development Fáilte Ireland. Presentation at AOIFE Conference, Tralee 7 November 2003. CHANGING PRIORITIES IN TOURISM PROMOTION. Basic Product Offerings no longer sufficient

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The Role of Festivals & Events in Tourism Promotion

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  1. The Role of Festivals & Events in Tourism Promotion Ciarán Tuite Head of Product Development Fáilte Ireland Presentation at AOIFE Conference, Tralee 7 November 2003

  2. CHANGING PRIORITIES IN TOURISM PROMOTION • Basic Product Offerings no longer sufficient • Festivals and Events Promotion moves centre stage

  3. WHY FOCUS ON EVENTS • Icons’ raise profile • Newsworthiness effective for publicity • Synergy with key promotional messages • Economic Impact – Revenue Generation • Tactical and strategic role • Reach new audiences • Seasonal and Regional Spread

  4. INTERNATIONAL TRENDS • Tourism Agencies establishing specialist units • Scottish and Australian approaches • Public Private Partnership

  5. THE IRISH EXPERIENCE • Festival and Events synergy with Brand message • St Patrick’s and Millennium Festivals • Launch of Bord Fáilte – Fáilte Ireland Initiative in 2002 • Focus of Initiative

  6. FOUNDATIONS FOR SUCCESS • Strong and Distinctive Content • Good Organisation, Financial Management and Control • Active Involvement of Tourism Providers • Ability to generate wider partnerships

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