If you work in the tourism industry or indeed, have a business in Northern Ireland, then you’ll be interested to hear what the tourism chiefs were talking about up at the north coast last week… Causeway Coast and Glens Borough Council (CCGBC) hosted a conference at the Causeway Hotel last Thursday – the first organised event, Mayor Michelle Knight-McQuillan told us, since the councils joined. Entitled ‘Partnership in Tourism Delivery’, the theme was essentially how local business people should be working together to boost tourism in the province.
Richard Baker speaks at the Causeway Hotel.
There was a plethora of speakers, including an introduction by Director of Leisure & Development at the council, Richard Baker, so I’ll pull out the key points.
Rosemary Lightbody, markets and product experiences development manager of Tourism NI, gave an interesting presentation. With Game of Thrones still filming in Northern Ireland (which has a massive global fan base) and with big sporting events such as the golf taking place here, we need to “capture the moment,” she urged.
Game of Thrones will eventually end, as all shows do, and sporting events come and go, so it’s all about maximising our marketing potential in relation to these while we can. There will always be a legacy left of course, but the time’s never better than when these things are actually happening in the here and now.
En route to Ballycastle.
So… mention these things in your marketing material; on your website, in your brochures and newsletters. Talk about it on social media – let people know that you’re right in amongst all of these things and get them interested in coming here.
That’s lesson one: Get consumer attention.
Lesson two? Reel them in and make them want to spend quality time here, as this is what will boost the economy and support local businesses, be it a B&B, hotel, restaurant, activity centre or anything else.
As Rosemary said: “People come up and go away again – we need to try to keep them here.”
And, if you’re wondering what really inspires people to come to Northern Ireland (aside from the Giant’s Causeway and Titanic Belfast), well here it is – the coast. “The big draw for people is the coast – the island and the mystique,” said Rosemary. This is based on research Tourism NI has carried out across Europe, concentrating on tourists from countries including Germany and France. When it comes to visiting Northern Ireland, tourists want a unique experience – they want culture, heritage and the coast. They want to stay in quaint B&Bs rather than glitzy hotels and, as we were told last week, the province is missing out on a lot of tourist action because we don’t let them know enough about us.
“We have a poor international market,” said Rosemary. “Because they say they don’t realise there’s so much to do and see.”
As a copywriter and journalist, the solution to me was very clear as I listened to all of this. Businesses need to have informative content online (where they can reach a global audience) and not only this, but they need to share this information. A well-written website can’t just sit there – why not blog about what your business is up to and what there is to do this month in your area? Share this on social media and watch it be reposted and reach thousands. Put up good quality photos to show off our stunning scenery. It’s all about telling your story and that of those around you.
As Rosemary said: “We need to create a new storyboard for the Causeway Coastal Route for international visitors.”
The Causeway Coastal Route winds around the coastline from Belfast to Derry and into the Wild Atlantic Way, so this isn’t just about north coast businesses. It’s a route rich in wonderful sights and activities; eateries and walks, so why don’t more visitors know about all the great things to do along it?
Research from Tourism NI shows that our international guests crave:
– Mystery and legend
– Being close to the coast
– The personal touch i.e. an authentic Northern Irish experience
While this particular conference took place on the north coast, the speakers were keen to point out that it was about all NI businesses banding together to promote their wares. After all, if people from Belfast to Derry and right along the Causeway Coastal Route (and everywhere in between!) are telling the stories of what to see and do in the province, and sharing this information online, then it will open up so many more visitor possibilities. By working in partnership – by recommending another business or place of interest – tourists will come and tourists will stay for longer – and that, can only be good for business…
Stay tuned for more about I learned from the Partnership in Tourism conference soon: Identifying tourist segments for marketing.