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CULTURAL TOURISM SEMINAR

CULTURAL TOURISM SEMINAR. MARKETING & SELLING CULTURAL TOURISM OVERSEAS. CULTURAL TOURISM – WHAT IS IT?.

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CULTURAL TOURISM SEMINAR

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  1. CULTURAL TOURISM SEMINAR MARKETING & SELLING CULTURAL TOURISM OVERSEAS

  2. CULTURAL TOURISM – WHAT IS IT? Cultural Tourism embraces the full range of experiences visitors can undertake to learn what makes a destination distinctive – its lifestyle, its heritage, its arts, its people – and the business of providing and interpreting that culture to visitors.

  3. Tourism Trade – What Do They Do? • Market/Sell the Island of Ireland • Partner with Irish & Overseas Tour Operators & Travel Trade to ensure Ireland programmed Internationally • On-going research in the market-place to identify opportunities and address market requirements • Work with Tourism Agencies & Utilise Promotional Platforms Provided • Travel Trade i.e. ITOA comprise Tour Operating Companies, Handling Agents, DMCs, PCOs • Delivering Business to Irish Product Suppliers • Bundling & Package Tourism Product & Cultural • Provide 24/7 customers service/care • ITOA Annual Workshops – West & East Coast

  4. Tourism Trade Customer • Overseas Travel Trade Partner Operators - B2B • Leisure Business • Group Organisers – Wholesalers • Travel Agents & OTA’s • Consumers – Individual FIT’s • Special Interest Operators/Organisations • Business Travel • Incentive Houses • Conference Organisers • Corporate Meetings

  5. Packaged Product Study & Special Interest Groups Business Travel - Incentives Conferences - Bleisure Sports & Festivals • Tour Series • Special Events • Ad Hoc Groups • Individual Traveller

  6. TRAVEL TRADE – SELLING & MARKETING B2BIRISH TRADE PARTNERING WITH OVERSEAS TRADE THE PROCESS Create Reasons for Overseas Trade to Sell Ireland Creative Dynamic Packaging ProvideObjective Selection of Product Delivering the Overseas Partners Needs Convert the Business Beat Competing Destinations Ongoing Destination Education Deliver New Visitors Annually One Stop Shop – 24/7

  7. Travel Trade Distribution Channels The Customer Overseas Leisure Tour Operators Individual Tourists Conference Organisers/IncentiveHouses Internet/Intranet Incoming Tour Operator Association Attractions Festivals Events Hotels/Guesthouses Transport Activity/SpecialInterest BusinessTourism – Conference/ Incentive Cultural Experiences

  8. Overseas sales trips – experience has shown that one to one contact with overseas partners and decision makers is the key to achieving growth Sales & Marketing Activity • Participating with Tourism Ireland at all major Trade Fairs & Promotions Partner with Tourism Ireland’s representation in Overseas Markets and with other members of the Irish trade • Trade Familiarisation Trips • Ongoing Education and Training Overseas Partner Staff and Trade • Media Familiarisation Visits • Create & Promote New Programmes and Product • E-marketing

  9. Selling & Partnering with ITOA Members? • Attend ITOA Workshop – Annually in March • Sell Your Product One on One to Each Member Company • Research & Understand Individual Companies Business • Deliver the Best Possible Service • Local Knowledge – Sell Your Region • Partner with Tourism Business locally – Be a Part of their Sales & Marketing Activity • Build Relationships • Accessibility – Ease of Booking - Flexibility

  10. Selling & Partnering with Travel Trade (ITOA) Leisure Tourism • Tour Series • Ad Hoc Groups • *FIT • Understand their distribution channel, timelines & rate structures (Commission / net rates) • Optional Sales Opportunities • Accessibility & Flexability Business Tourism • Incentive Groups • Corporate Meetings • Intl Assoc. Congress • Behind the Rope Experiences • Private Hire – Exclusive Use • Create an Exclusive Element to the Experience

  11. Selling & Partnering with Travel Trade Partners Trade Requirements: • Provide Commissionable Rates • i.e Allow Differential Between Public and Trade Rates • Seasonal Rate Differential OR Value Added Options • Flexibility - Numbers / Timing Changes • Agree Terms & Conditions • Provide Information – Outline Programmes • Central Booking / Make it Easily Accessible

  12. TOP TIPS - SELLING TO THE TRAVEL TRADE • Timely Delivery of Rates & Information • Efficient & Professional Responses to RFP • Regular, Useful and Interesting Communications • Attend Trade Networking/Sales Events • Membership of Marketing Group • Maintaining Quality Service Levels • Provide Information/Guides in European Language • Relationship Development - Partnership & Co-Operation • Fam Trips & Site Inspections

  13. Selling & Partnering with The Irish Tourism Community HOW TO MAKE THEIR CUSTOMERS YOUR CUSTOMER? • Network & Sell to Tourism Industry • Form Strategic Alliances • Co-Operative Marketing Groups • Develop Relationships with Local/Regional Tourism Enterprises • Share Your Product Experience - CREATES AMBASSADORS • Participate in Tourism Trade Events & Fam Visits

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