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Tourism Northern Ireland Use of data/Research 25 June 2015 Anne-Marie Montgomery

Explore how data drives strategic planning, product development, and market planning in Northern Ireland tourism. Learn how research informs policies, shapes development, and monitors performance, exceeding targets and enhancing the visitor experience. Discover the impact of data on the economy, setting targets, and developing the food experience. Dive into tourism performance reports, accommodation statistics, and industry barometers for valuable insights. Stay informed of key market trends and visitor behaviors for successful tourism growth.

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Tourism Northern Ireland Use of data/Research 25 June 2015 Anne-Marie Montgomery

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  1. Tourism Northern Ireland Use of data/Research 25 June 2015 Anne-Marie Montgomery

  2. Use of Data/Research • Strategic planning • Product development • Market planning • Informing/shaping policy • Produce summary reports • Conduct additional research

  3. Strategic Development • E.g. data used to: • Highlight the value of tourism to the economy • Set targets • Monitor performance against targets • Monitor trends The  2014 PfG targets of 1.934m for domestic trips and £175m for spend were significantly exceeded (by over 400,000 trips and £63m)

  4. Product Development • Data used at both ends of product life cycle, e.g. • Applications for funding to develop/build product • Business case/ economic appraisal • Once developed - monitor performance/visitor numbers

  5. Developing the Food Experience In 2014 NI residents spent £282m on domestic tourism day trips, of which 42% was spent on food and drink. Source: NISRA • Currently use data to ‘set the scene’ in industry toolkits – combined with information from TNI research (Visitor Attitude Survey, Consumer Barometer) • 2016 – NI ‘Year of Food’ • Food data will feed into various documents/ publications

  6. MarketPlanning Policy • E.g. accommodation and performance stats help to inform response to planning queries • Data used to: • Understand key markets • Identify best prospects in conjunction with segmentation data

  7. Tourism Performance Reports

  8. Accommodation Reports

  9. LGD Report/Fact Cards • trips/nights/spend data • where visitors came from • accommodation statistics (stock and occupancy) • tourism job numbers • visits to visitor attractions in each of the 11 LGDs • Replicated for 9 key tourism destinations

  10. Examples of TNI Research • Tourism Northern Ireland conducts a variety of research & event evaluation Industry Tourism Barometer • Accommodation providers/attractions/golf clubs/ activity providers • Volume of bed nights • Volume of overall business • Market/regional breakout • Outlook/expectations • Ad hoc questions

  11. VAS Reports/Fact Cards Reasons for visit, profile data, type of accommodation used in the destination, activities participated in/attractions visited, how visitors rated different aspects of their destination experience, as well as overall satisfaction levels. Visitor behavioursand attitudes towards their destination experience.

  12. The end!

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