Post on 25-Dec-2015
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.
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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 – What Do They Do?
Overseas Travel Trade Partner Operators - B2B
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
Tourism Trade Customer
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 B2BIRISH 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
Individual Tourists
Conference Organisers/Incentive
Houses
Incoming Tour Operator Association
Hotels/Guesthouses
TransportActivity/SpecialInterest
Attractions
Festivals
Events
BusinessTourism –
Conference/
Incentive
Cultural
Experiences
Internet/Intranet
Overseas sales trips – experience has shown that one to one contact with overseas partners and decision makers is the key to achieving growth
Sales & Marketing Activity
Participating with Tourism Ireland at all major Trade Fairs & Promotions
Trade Familiarisation Trips
Ongoing Education and Training Overseas Partner Staff and Trade
Create & Promote New Programmes and Product
E-marketing
Media Familiarisation Visits
Partner with Tourism Ireland’s representation in Overseas Markets and with other members of the Irish trade
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 Tour Series
Ad Hoc Groups
*FIT
• Understand their distribution channel, timelines & rate structures (Commission / net rates)
• Optional Sales Opportunities
• Accessibility & Flexability
Business Tourism Incentive Groups
Corporate Meetings
Intl Assoc. Congress Behind the Rope
Experiences
Private Hire – Exclusive Use
Create an Exclusive Element to the Experience
Selling & Partnering with Travel Trade Partners
Trade Requirements:
Provide Commissionable Rates
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
Timely Delivery of Rates & Information
Efficient & Professional Responses to RFP
Regular, Useful and Interesting Communications
Attend Trade Networking/Sales Events
Membership of Marketing Group
Maintaining Quality Service Levels
Provide Information/Guides in European Language
Relationship Development - Partnership & Co-Operation Fam Trips & Site Inspections
Selling & Partnering with The Irish Tourism Community
HOW TO MAKE THEIR CUSTOMERS YOUR CUSTOMER?
Network & Sell to Tourism Industry
Form Strategic Alliances
Co-Operative Marketing Groups
Develop Relationships with Local/Regional Tourism Enterprises
Share Your Product Experience - CREATES AMBASSADORS
Participate in Tourism Trade Events & Fam Visits
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