GoKerry All Kerry Tourism Marketing Ltd

1. GoKerryAll Kerry Tourism Marketing Ltd

2. Presentation What are we trying to do? Why? How are we going to do it? Who is going to do it? When? How will we know if its working? How will we pay for it?

3. What are we trying to do? Coordinate and focus tourism interests behind a strong Kerry tourism brand Increase visitor numbers to Kerry by 25% over 5 years Increase visitor spend in Kerry by 50% over 5 years Increase tourism related employment by 25% over 5 years Increase regional dispersion – business to enterprises outside main tourism hubs – by 25% over 5 years Reduce seasonality: grow Jan-May and Sept-Dec business by 25% over 5 years.

4. Why? Kerry is not being marketed as a destination Failte Ireland, Tourism Ireland – top down Energise and motivate Kerry Tourism – bottom up Complimentary activities – evolving roles Example - Miltown

5. Why? Miltown Co Kerry Tourism is the Internet Discoverireland.ie Activities: (4) Larkin’s Bar Cosgrove’s Bar River Maine Farmer’s market Events: (1) Bodhran Festival Attractions: (0) There are no results that match your search criteria

6. Miltown Co Kerry Pubs (6) Restaurants (3) Coffee shop Shops Taxis Video Rental Equestrian centre Musicians Bog oak sculpture Organic market Organic food producers Walking routes Cycling routes Walking guides Historic sites Local historian

7. Miltown Co Kerry Beaches – swimming, surfing, windsurfing Golf courses Sea angling – beach, rock, boat Game angling – salmon, trout, sea trout, river, lake Angling guides Angling supplies Festivals (3) Livestock mart Hairdressing Pharmacy Medical centre Wellness centre – reflexology, yoga, homeopathy, osteopathy, massage, psychotherapy, sound therapy, angel therapy, shamanism Bird watching Gaelic sport

8. Community based Clusters Sell your own business Sell the community Sell the experience The people and the place Nobody else can do it Tourism ProductsSupport Marketing Eg Angling packages Accommodation Permit Guide

9. Sell Kerry, Buy Kerry Local products and services Everything Kerry has to offer Awareness Networking Consumer Business Ice Cream, printing, chocolates, blankets, black pudding, marketing,

10. Why? Dole queue in Kerry 17,000 Feb 2010. * Caherciveen 736 * Dingle 864 * Kenmare 780 * Killarney 3,576 * Killorglin 1,391 * Listowel 3,108 * Tralee 6,538 CSO March 2010.

11. How? Employ a full-time Tourism manager to coordinate the promotion, development and administration of the tourism product in the whole of Kerry. harmonise the workings of all interest groups, agencies, enterprises and individuals who promote Kerry as a tourism destination

12. How? Develop and deploy a destination management system including Kerry tourism website Database of Kerry tourism product: attractions, activities, accommodation and events Extranet to allow community & enterprise promotion Develop and manage Kerry tourism key performance indicators

13. Who?

14. When? Huge amount of work done – all voluntary Draft Business Plan Two public meetings in ITT Limited Company and account set up Web and Extranet prototype built Website development tender issues Facebook page set up Info website set up – GoKerry.ie Professor Al Gillespie lecture – Kerry World Heritage Sites 8 week Kerryman campaign: Getting to know your County 8 week Kerry’s Eye campaign: What’s on in Kerry Radio Kerry Kerry Tourism Database started

15. When? October - December Roadshows Awareness Feedback on marketing Membership drive Set up cluster groups ~10 county wide Complete Kerry Tourism Database Sign off 2011 marketing plan Develop GoKerry consumer website Come to Kerry promotion in Germany 2011 Launch Website Launch Marketing plan Get marketing Spread the word Build momentum

16. Is it working? Value for money Monitoring and reporting Kerry visitor stats Reporting module A few simple stats every month How many How long Where from Monthly report available on Extranet

17. How? Target spend: €1,000,000 per year A lot? Or A little? ~ €20m overseas spend – Tourism Ireland ~ €6m domestic spend – Failte Ireland ~ €40m salary bill – state agencies

18. Funding SKDP €150,000 NEKD €150,000 MFG € 50,000 KCC € 35,000 Failte Ireland

19. Funding Match Funding NB: The people of Kerry 140,000

20. Membership B&B €100 Guesthouse <10/>10 €200/300 Hotel <50->150 €750-€3,000 Attraction small/med/lg €100/250/500 Service providers €100 Companies €500 Individual €50 A little from a lot How can I help? Make a contribution Spread the word

21. Westport: A Case Study The success of Westport as a tourist destination is largely due to the established effort between the businesses, the community and the public sector. A vibrant business community in the town is supported by Mayo County Council and the Chamber of Commerce. The tourism efforts of the town are co-ordinated by a very active Westport Tourism Association and a results driven Destination Westport group.

22. ITIC; A Strategic Review Success in this difficult market requires a clear strategic focus and dynamic leadership. Real effective partnership between businesses, the public authorities and the local community, based on a vision led by local pride and drive to succeed, is critical to success. Even the best positioned product and businesses are currently under pressure and need support and policy initiatives. The expectation that 2010 will be as challenging, if not more so than 2009.