What we know about our visitors Kathryn Thomson Chief Operating Officer Northern Ireland Tourist Board

What we know about our visitors Agenda 1.Welcome What NITB is about 2.What we know about our visitors Who visits How visitors rate us 2010 so far What the industry is saying 3.Next steps

What we know about our visitors The evidence What is NITB about National Tourist Board Unlock the potential Build the product Develop the experience Promote the destination

What we know about our visitors The evidence What is NITB about National Tourist Board Unlock the potential Build the product Develop the experience Promote the destination

What we know about our visitors Tourism at a glance

What we know about our visitors The evidence What we know about our visitors Who visits How visitors rate us 2010 so far What the industry is saying

What we know about our visitors The evidence What we know about our visitors Who visits How visitors rate us 2010 so far What the industry is saying

What we know about our visitors The evidence What we know about our visitors Who visits

What we know about our visitors Who visits 2009 target 3.35 million visitors 2009 outturn 3.29 million visitors

What we know about our visitors How Northern Ireland is doing 2009 target £617 million 2009 outturn £529 million

What we know about our visitors NIROI GB & Overseas

What we know about our visitors

In summary 49% of Northern Ireland’s total earnings from tourism came from domestic and ROI visitors The domestic market is our biggest source market Republic of Ireland is the fastest growing market All indicators point to: –Staycation –close to home –shorter stays –look and book online

What we know about our visitors The evidence What we know about our visitors How visitors rate us

What we know about our visitors We’re good genuine welcome unique character, sense of place, stories & must visit attractions unique things to do safe rest and relax meet locals

What we know about our visitors Together we’ll make it even better clear signs & welcome public transport evenings and Sundays families car hire

What we know about our visitors In summary We’re doing well Visitor Attitude Survey flagged some areas for improvement Tourism Strategy identified product development opportunities

What we know about our visitors The evidence What we know about our visitors 2010 so far

What we know about our visitors What are domestic tourists doing? NI to NI (January - June 2010) Total trips609,000+22% Total nights1,020,000+2% Total spend£89m+2% Holiday trips570,000+50% Holiday nights927,000+12% Holiday spend£84m+8%

What we know about our visitors What are visitors doing? GB & overseas trips to NI (Jan-June 2010) Total trips ↓ 8% –GB ↓ 7% –Europe ↓11% –North America ↓21% Purpose of visit –VFR ↓11% –Business ↓ 11.5% –Holiday/leisure/recreation ↓ 2%

What we know about our visitors How competitors are faring from GB & overseas January - June 2010 NIROIUK Total trips  8%  20.5%  4% GB  7%  22%Not applicable Europe  11%  24%  3% North America  21%  10%  9%

What we know about our visitors In summary Domestic tourism continues to perform well Indications for ROI show growth (albeit slower than 2009) GB declines significantly Short term reprise not set to continue

What we know about our visitors The evidence What we know about our visitors What the industry is saying

What we know about our visitors Hotel Performance (January-June 2010) 15,400 fewer hotel rooms sold (- 2%) Room occupancy rate –↓ 4 % points (to 52%) Bed-space occupancy –↓2 % points (to 37%)

What we know about our visitors Guesthouse and B&B performance (January-June 2010) 1,600 fewer rooms sold (- 1%) Room occupancy rate –↓ 3 % points (to 22%) Bed-space occupancy –↓3% points (to 17%)

What we know about our visitors Competitor benchmarking – room occupancy January - June 2010 HotelGH and B&Bs NI52%22% ROI54%23% (B&B only) England57%n/a Scotland59%39%

What we know about our visitors Tourism Barometer (September 2010 wave) Bednights ↓ GH/B&Bs ↑ & ↓ Hotels/Self-Catering ↑ Camping & Caravanning Business Tourism↑ & ↓ (static) Activity providers ↑ & ↓ Attractions ↓ & ↑

What we know about our visitors 2010 at a glance Domestic ROI GB & Overseas Passenger Carryings Accommodation Occupancy Activity sector

What we know about our visitors Over to you Next steps Know more The goal

What we know about our visitors Over to you Next steps Know more The goal

What we know about our visitors nitb.com – to know more about… External factors impacting you Northern Ireland tourism performance What visitors want How visitors rate us Opportunities to grow

What we know about our visitors nitb.com – to know more about… Industry Development Programme…

What we know about our visitors Over to you The goal £1 billion Out of state visitors contribution £750 million 4.5 million visitors 10,000 additional jobs

What we know about our visitors Over to you The goal £1 billion Out of state visitors contribution £750 million 4.5 million visitors 10,000 additional jobs