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01/03/2012

Visitor Economy Strategy 2012 – 2015. Mr Geoff Corkish MBE MHK. Political Member for Tourism & Motorsport. 01/03/2012. Isle of Man Tourism Vision. The Island collectively supports a thriving visitor economy and takes pride in its reputation as a high quality destination. Mission Statement.

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01/03/2012

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  1. Visitor Economy Strategy 2012 – 2015 Mr Geoff Corkish MBE MHK Political Member for Tourism & Motorsport 01/03/2012

  2. Isle of Man Tourism Vision The Island collectively supports a thriving visitor economy and takes pride in its reputation as a high quality destination.

  3. Mission Statement To grow the number of visitors and spend by promoting the attractions, events and activities that make the Isle of Man a desirable destination.

  4. Challenges & Opportunities • Uncertainty over UK Economic position • Accessibility Costs • 55+ demographic is growing and has a high disposable income • Growth of niche markets – active, events, motorsport, cultural and heritage.

  5. 2015 Destination Targets • Increase visitors annually to 300,000 • Grow total visitor spend by 5% in real terms by 2015. • Increase number of 4&5 star properties by 5% per annum (2010 currently 56%) • Increase cruise passengers by 20% • Increase number of coach arrivals by 5% • Increase repeat visits by 9% in the Period Visitor in Paid Accommodation category.

  6. Marketing Communications Objective • Maintain PR EAV at over £1m • Promote the Island as a visitor destination • Develop targeted communications activities Achieved by: • PR - Host 25 targeted journalist visits annually , from International, national, regional media &attract TV lifestyle and entertainment broadcast • Promotion - developing targeted joint campaigns with tourism industry • Exhibitions – attendance at key trade & consumer events with industry partners • Digital – develop visitisleofman.com website, Search engine optimisation, social media campaigns, mobile app • CRM – roll out within Department of Economic Development • Literature – produce annual Visitor Guide, Group Travel Guide, and tourist information print

  7. Quality & Service Objective • Stimulate investment in service & facilities. • Achieve pride in a set of core common service standards across the sector. • Build local distinctiveness and authenticity. • Enable visitors to select quality options that will meet or exceed their needs & demands. Achieved by: • A coordinated approach for both the public & private sector to work together to evaluate & promote quality standards. • Continual review and monitoring the quality and standards of our bed stock and visitor facilities. • Prioritising the focus on both the tangible & intangible needs of the visitor. • The Island promoting itself as a viable current option whilst retaining and developing its current workforce.

  8. Events Objective • Increase visitor numbers attending non-motorsport events to 13,000 by 2015 Achieved by: • Supporting a portfolio of over 40 events per year • Developing new events including cycling, golf, adventure, endurance & cultural events as well as leveraging motorsport spin-offs from visiting car and bike clubs • Leading collaborative partnerships with clubs, societies & commercial organisers • Managing and promoting the Tourism Event Development Scheme • Supporting the marketing team and organisers in event marketing • Measuring event performance through KPIs including visitor numbers, bednights, seasonality, cost per visitor, resultant visitor spend from tourism event investment • Securing a long term future for existing successful events such the End 2 End, darts, bowls walking and choir festivals by working with organisers • Monitoring qualitative customer feedback through event surveys

  9. Product Development Objectives • Develop Cruise, Group & Conference markets • Creation of Chamber of Commerce Tourism Committee • Facilitate industry financial assistance schemes Achieved By: • Increase number of cruise vessels calling at the Isle of Man • Develop the group, coach and special interest markets. • To encourage local businesses to act as ambassadors for the Island to encourage business related conferencing on the Isle of Man. • Creation of the Chamber of Commerce Tourism Committee • Support any enquiries made to the Department in relation to financial support to create Tourism Attractions.

  10. Motorsport Objective To contribute to the economic development of the Isle of Man by attracting visitors, securing employment and developing wider business and commercial opportunities. Achieved by: • Provide funding for motorsport events • Promote motorsport events • Deliver the TT Festival • Works with organisers to identify new motorsport events which have the potential for economic benefit.

  11. Questions?

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