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

Tourism Northern Ireland Use of data/Research 25 June 2015 Anne-Marie Montgomery. Use of Data/Research. Strategic planning Product development Market planning Informing/shaping policy Produce summary reports Conduct additional research. Strategic Development. E.g. d ata used to:

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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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