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

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Key Findings of the Review Key Findings What is presented here is a summary of the project outputs. More details can be requested from Fáilte Ireland (contact details are provided at the end of this publication). The Market for Cultural Tourism – Internationally and in Ireland Overview The market for Cultural Tourism depends on the definition used, however it is clearly large and fast growing. The World Tourist Organisation claims that Cultural Tourism represents between - 0% of all tourism worldwide, and that it is growing at 1 % per annum – three times the rate of growth of general tourism. Cultural tourism is estimated to be worth € .1 billion annually to the Irish economy. Cultural tourists fall into three broad segments, reflecting different levels of commitment to culture. Motivated Cultural Tourists Inspired Cultural Tourists Incidental Cultural Tourists The holiday is motivated by the cultural element – their interest may be specialist or general interest, and their focus might be on permanent fixtures such as architecture or transient opportunities such as a festival. These have a strong, broad interest in Culture and Sightseeing. A large element of their holiday is inspired by the cultural opportunities associated with a destination. These typically have another primary reason for their trip and participate in cultural activities that are in keeping with their travel plans or itinerary. A New Strategy for Cultural Tourism in Ireland
Using a similar framework, Tourism Ireland has conducted research to estimate the size of the available market for Cultural Tourism in our four main source markets of Great Britain, US, France, Germany. (The data below reflects outbound visitors from ACB1 social class who take a trip of longer than nights. 1 ) 1 Source: Tourism Ireland – Marketing Ireland Overseas, 00 6 A New Strategy for Cultural Tourism in Ireland ��
Page 1 and 2: Cultural tourism making it work for
Page 3 and 4: Cultural Tourism, as the name sugge
Page 5: Definition of Cultural Tourism Cult
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 and 38: Inspired Cultural Tourists Target S
Page 39 and 40: Incidental Cultural Tourists Target
Page 41: Relevant Contacts Fáilte Ireland I

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