Cultural tourism making it work for you - Association of Irish Festival ...

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Inspired Cultural Tourists Target Segment Needs/Preferences Opportunities for Bundles Domestic Family and Couples Seek new things to do in familiar places. High usage of cultural sites, gardens, events, etc. Smaller urban areas for weekends – e.g. Kilkenny, Westport. Child Friendly/Family activities around a base. Strategy Provide rolling themes to encourage repeat visits to old favourites. A New Strategy for Cultural Tourism in Ireland
Incidental Cultural Tourists Target Segment Needs/Preferences Opportunities for Bundles Social Adventurers – married without kids travelling to experience the country and its people. Educational/Student Groups – on a cultural semester abroad or short EFL course with a varied programme of activities. Outdoor Actives – the well-educated affluent group here for an activity holiday – golf, hiking, angling, equestrian, cruising. A New Strategy for Cultural Tourism in Ireland They seek out local spots and want to understand the culture through experiences such as music, sport, rural travel. Looking for sympathetic and authentic cultural interpretation. Seeking the European and Irish cultural experience. Likely to be seen in groups at must-see sites during activities organised by school or operator. Older students spend time in the pub during free time. The activity is the prime motivator – culture is secondary. Accommodation and itinerary revolves around activity. Cultural Tourism options at night and where close to activity base. Activities for others travelling with the party. Driving Tours. Voucher system for attractions & accommodation. Themed itineraries with accommodation in authentic locations. Excellent target for regional spread. Student half-year or short-term ‘membership’ to attractions. Literary, Music and Pub Tours – guided, non-guided, iPod. Evening entertainment options. Other active pursuits – historic walking tours, etc. near site of activity. Rainy day options near site of activity. Gastro-golfers. Natural Heritage options.
Page 1 and 2: Cultural tourism making it work for
Page 3 and 4: Cultural Tourism, as the name sugge
Page 5 and 6: Definition of Cultural Tourism Cult
Page 7 and 8: Using a similar framework, Tourism
Page 9 and 10: Demand for Cultural Tourism in Irel
Page 11 and 12: Also in the ecosystem are other pro
Page 13 and 14: Awareness/Interest in Iconic Cultur
Page 15 and 16: Marketers and the Marketing of Irel
Page 17 and 18: Destination Marketing Tourism Irela
Page 19 and 20: Product Marketing Fáilte Ireland,
Page 21 and 22: Summary It is clear that Cultural T
Page 23 and 24: Strategic Intent The intent of this
Page 25 and 26: Priorities for Delivering on the St
Page 27 and 28: Priority 1: Building and communicat
Page 29 and 30: A Note on ‘Unifying Concepts’ T
Page 31 and 32: Priority 4: Informing, and in some
Page 33 and 34: Priority 5: Advocating for the ongo
Page 35 and 36: Target Markets for Cultural Tourism
Page 37: Inspired Cultural Tourists Target S
Page 41: Relevant Contacts Fáilte Ireland I

Cultural tourism making it work for you - Association of Irish Festival ...

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