CULTURAL TOURISM SEMINAR MARKETING SELLING CULTURAL TOURISM

CULTURAL TOURISM SEMINAR MARKETING & SELLING CULTURAL TOURISM OVERSEAS 1

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. 2

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

Tourism Trade Customer Overseas Travel Trade Partner Operators B 2 B 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

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

TRAVEL TRADE – SELLING & MARKETING B 2 B IRISH TRADE PARTNERING WITH OVERSEAS TRADE THE PROCESS Create Reasons for Overseas Trade to Sell Ireland Creative Dynamic Packaging Provide Objective 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

Travel Trade Distribution Channels The Customer Overseas Leisure Tour Operators Internet/ Intranet Hotels/ Guesthouses Individual Tourists Conference Organisers/Incentive Houses Incoming Tour Operator Association Transport Activity/ Special Interest Attractions Business Tourism – Cultural Festivals Conference/ Experiences Events Incentive

Sales & Marketing Activity Overseas sales trips – experience has shown that one to one contact with overseas partners and decision makers is the key to achieving growth 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

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

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

Selling & Partnering with Travel Trade Partners Trade Requirements: § Provide Commissionable Rates Ø 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

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

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

14