CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

A Roadmap for Branding Dublin, A Discussion Paper 2012INFO BOX: Capitalising on Dublin’s Potential – Tourism Research: 49Recently published research by Tourism Development International onbehalf of ITIC (Irish Tourist Industry Confederation) provides a good analysisof Dublin’s positioning and target markets in the tourism sector. As a citybreak destination, Dublin’s strongest markets can be defi ned in terms ofaccessibility, travel time and distance. Those within a 1.5 and 2.5 hour fl yingtime are most likely to visit Dublin and represent the markets that currentlyhave the strongest fi gures – Britain (currently 35% market share of 1.3 millionvisits), Germany, France, Northern Italy, and Spain (1.5 million visits fromMainland Europe) 50 .Visitors with longer travel times between 2.5 and 4 hours fl ying time (e.g.Russia and the Baltic States) are more likely to travel for a longer break, andexperience some of what Ireland has to offer. This also applies to NorthAmerica (638,000 visits) as the frequency and capacity of daily fl ightsprovides ongoing market expansion opportunities, while emerging longhaulmarkets are opening up from Middle Eastern and Asian markets with agrowing number of high-earning young professionals in search of luxury andpremium experiencesThis research by Tourism Development International recommends that anannual stretched target growth in overseas tourists from 2011 to 2020 of6.2% is set, which is double the overall average rate of expansion anticipatedin European City Tourism 51 . This would generate 6.41 million tourists in 2020and generate revenue of €1.8bn. This target is refl ective of the view thatDublin’s potential as a tourism destination has yet to be fully realised and ifachieved, represents an extra 2.7 million overseas visitors, €800 million extrain overseas tourism revenue, and an additional 12,000 jobs. However, thesetargets will only be achieved ‘subject to the implementation of a clear marketpositioning and branding approach underpinned by signifi cantly enhancedcollaboration and co-ordination involving key stakeholders’.49 Irish Tourist Industry Confederation (ITIC). Capitalising on Dublin’s Potential, 201250 Tourism Ireland, (2011). 51 Irish Tourist Industry Confederation (ITIC). Capitalising on Dublin’s Potential, 201237