A review of 2016

Schedule0900  Welcome and presentations in Broadway Cinema Lounge• Review of the DMP• 2016/17 Destination Marketing Strategy• Online booking trends• Panel Q&A

Prom 1:• 1055 – 1130 Building your business profile on social media, in particular, on Facebook, Instagram and Twitter. • 1135 – 1210 Utilising Facebook advertising to meet your business and marketing objectives. • 1215 – 1250 Blogging, vlogging and the use of interactive content to reach your audience on social media.

Prom 2:• 1055 – 1130

1135 – 1210 1215 – 1250

• ‘Accommodating All’ Disability Discrimination Act with Annette Burgess, Quality in Tourism (QiT). This talk will explain how the Disability Discrimination Act 2006 will need to be considered and adopted within the day-to-day operation of the tourism and hospitality industry and the opportunities it presents attract a demographic of people this Act champions.

Prom 3: • 1055 – 1130 How to create attractive special offers to bring sales forward all seasons with Nicola Wilkinson, Isle of Man Tourism. • 1135 – 1210 Digital Trends for Tourism SMEs with Richard Veal, New Minds tellUs. • 1215 – 1250 Convey Your Message Visually with Liam Gilman Photography and adventure sports coach Keirron Tastagh.

1300 – 1330 Speed Networking with Paragon

1330 Close• Flo tea, coffee and cold juices will be available throughout the morning in the Colonnade Suite where you can talk to DED Grants & Assistance, DEFA and New Minds to

find out about funding options and business solutions to suit you. The Paragon Recruitment Team will also be on hand to provide advice on attracting, employing and retaining talent for your business on the Isle of Man.

Visitor Statistics

Visitor economy performance 2016• Total visitors increased by 1.7% to 292,328– Staying visitors in paid accommodation

Remained same as 2015 with 134,674• All marketing efforts are currently aimed at this group of visitors• Excludes Friends and Relatives

– Staying Business Visitors up by 9% to 58,155– Visiting Friends and Relatives down by 0.2% to

97,048– Visitor spend down by 2% to £106.6 million- £363

per visitor

Visitor economy performance 2016

2007 2008 2009 2010 2011 2012 2013 2014 2015 20160

50

100

150

200

250

300

350

DVBVVFRPVPA

NU

mbe

r of

VIs

itors

('0

00)

Visitors by Air (by type)

Visitor Type 2008 2009 2010 2011 2012 2013 2014 2015 2016

PVPA 24.7 26.6 23.0 26.1 27.5 35.3 42.3 56.4 55.5

VFR 46.2 44.3 46.9 55.2 58.9 60.3 52.9 52.5 58.4

BV 56.9 61.0 54.6 54.2 53.4 53.6 41.2 44.5 49.3

DV 0.8 0.8 2.3 3.0 3.5 3.6 1.7 2.6 2.3

Total 128.7 132.7 126.7 138.7 143.3 152.7 138.2 155.9 165.4

Visitors by Sea (by Type)

Visitor Type 2008 2009 2010 2011 2012 2013 2014 2015 2016

PVPA 72.2 76.0 80.0 78.6 78.8 76.7 84.7 78.2 79.2

VFR 57.6 58.4 62.5 63.5 57.5 47.4 44.8 44.8 38.7

BV 15.8 17.5 15.8 14.4 12.1 12.7 8.9 8.2 8.9

DV 1.0 2.6 2.9 4.6 2.6 1.2 0.9 0.3 0.1

Total 146.5 154.5 161.11 161.1 151.1 138.0 138.7 131.6 126.9

Visitor Expenditure (£million) 2016

Travel to/ from the Island Accommodation Other Total

All Visitors Air 17.3 13.8 24.9 56.0

Sea 14.1 15.0 21.6 50.6

Total 31.4 28.8 46.4 106.6

of which: PVPA Air 6.1 8.7 11.4 26.2

Sea 8.9 13.2 16.1 38.1

Total 15.0 21.9 27.4 64.3

VFR Air 6.1 0.0 8.2 14.3

Sea 3.5 0.0 4.4 7.9

Total 9.7 - 12.6 22.3

BV Air 4.8 5.1 5.2 15.1

Sea 1.7 1.8 1.1 4.6

Total 6.5 6.9 6.3 19.7

DV Air 0.2 0.0 0.1 0.3

Sea 0.0 0.0 0.0 0.0

Total 0.2 0.0 0.1 0.3

9

Product DevelopmentTarget New Growth Markets

UK Family Market• Encouraging Industry Stakeholders to create

packages attractive to the family market.• Creating itineraries specifically for families,

including wet weather activities.• Programme of children’s entertainment and

activity across the Island.• Developing walks with a family focus and

encouraging children to act as the “guide” for their families adventures.

10

Product DevelopmentTarget New Growth Markets

UK Family Market• Working with DEFA, DOI and Industry

Stakeholders to create Mountain Bike and Walking Routes suitable for the Family Market.

• Identifying gaps in the family accommodation sector.

• Promotion of “Families Welcome” Schemes.

11

Target New Growth Markets

UK Family Market• Creation of a variety of blogs to tie in with

key school holidays. E.g. Hop tu na, Christmas, February Half Term and Easter.

• Carry out further research into this new market to identify how best to reach this sector.

Product Development

12

Product DevelopmentTarget New Growth Markets

Short Break Market• Encouraging Industry Stakeholders to create

packages attractive to the short break market.• Develop the offer to appeal to all audience

profiles and activities.• Continue to improve active market offer.• Work with Industry Stakeholders to improve

the offer of local food produce and quality places to eat.

13

Product DevelopmentCruise Business

• Continue to attract increasing numbers of cruise ships to the Isle of Man.

• Increase passenger spend with improved retail offer and stakeholder engagement.

• Increase cruise ship value to the economy by encouraging commercially competitive.

• Work on the concept of a Deep Water Berth Facility and the opportunity it could bring to the Island.

14

Product Development Team

Target New Growth Markets – Active Market

• Continue to work with other Government Depts and local authorities to improve our offer.

• Improve signage at active market sites including walking routes, cycling and mountain bike trails

• Work with DOI and DEFA to maintain promoted routes and facilities.

• Improve on Island travel options for visiting cyclists to allow them to travel between multiple cycling trails.

Tourism EventsTourist events support the Destination Management Plan by delivering:

• Over 10,000 events visitors• 33,000 bed-nights • Over £3 million in visitor spend

Tourist Events- Some 2017 highlights

• Isle of Man Darts Festival – March • CAMRA Real Ale Festival – April • Re-launched Walking Festival - May• British National Cycling Championships – June • Isle of Man Festival of Choirs – October • Isle of Man International Chess - October

2018 Event Development

• Manx International Road Cycling Festival • Isle of Man Scooter Rally • A second major darts festival• Vintage and classic car club tours

Business Development

• 463 registered visitor accommodation properties with almost 5,589 bed spaces (excluding camp sites and hostels).

• 138 ‘Gold’ or ‘Silver’ Awards; 31 ‘Breakfast Awards’.• 330 properties (2,707 bed spaces) with 4 or 5 star rating,

which equates to 71% of all accommodation.

Taste IOM

24 Highest Quality Assured 25 Quality Assured 18 Harvest Award

Welcome Schemes

• 43 Dogs Welcome• 98 Stargazers Welcome• 132 Walkers Welcome• 112 Bikers Welcome• 117 Cyclists Welcome

National Accessibility Schemes (NAS)

42 properties have requested an NAS rating for 2017 -2018

17 visitor accommodation properties advertised a rating in 2016 -2017

• M1 – 6• M1 & M2 – 6• M3a – 2• M3i – 2• M3ie - 1

Challenges• Brexit • Tourism is the most competitive

sector • Reliance on a small number of

carriers• Perceived cost of travel• Competitors increasing

marketing spend

Addressing the Challenges• We work with Chamber Commerce Visitor

Economy Committee, IOM Self Catering Owners Association, Govt Depts, Local Authorities as well as volunteer groups.

• Increased communications, including industry networking event and business courses

• Residents becoming Ambassadors • Maximising the use of Technology

Work Permits – Hospitality Exemption• Applies to genuine seasonal employment only– 1st March to 31st October

• Advance registration to the Department– Requesting details of exemptions required– Confirmation that IoM workers not available

• Consideration and approval within 3 days• Notification of workers details on recruitment• Employer must maintain full records

How you can help us

• Let us know about any of the following:– New developments, new products– Special interest breaks– Events– Special offers– Packages– Seasonal packages (Christmas, Easter, Bank holidays, School

holidays etc)• Statistics

Marketing update

Marketing

Q & A Panel• Robin Bischert, Director of Tourism & Visitor

Economy• Richard Slee, Marketing Manager, DED• Richard Veal, MD New Mind Tell Us• Andy Stewart, DED Employment and Skills

Group Manager• Bernard Warden, DEFA Biosphere Isle of Man

Project

Marketing update

2016/2017 Marketing Update 

Marketing strategy

Increase visitor spend•Tourist Information Centres

•Website•Literature

Retention Strategy•E-newsletters•Special offers•Social media

Grow visitor numbers•Website

•Social media•Digital campaigns

•Visitor Guide•E-newsletters

Acquisition Strategy•Advertising

•Public relations•Partnership marketing

•Exhibitions•Social media

Build awareness and interest in the Isle of Man

Create the desire to book a visit

Visit the Isle of ManPost visit to the Isle of Man

Target Visitor Profiles

Marketing Activities 2016/2017

Visitisleofman.com• New Visit Isle of Man website

launched October 2016• Key new features:

– Online booking– TripAdvisor & social media channels – Individual product pages for

tourism businesses– Events submission– Internal Customer Relationship

Management System

Source: Hubspot.com

Digital

• Visitisleofman.com• Page views up 44% • Younger demographic in 2016

• Email newsletters• 525,421 total emails to 88,000 contacts

• Social media• 43,000 followers across channels

Digital Advertising 

Video

• Increasingly using video to highlight the fantastic array of activities on offer in the Island

• Quality of content ensures longer time on our website

• Destinations, London• Consumer show

42,000 visitors (+3k)1,500 Visitor Guides (+500)1,084 Digital Contacts (+97)

Trade Events

Public Relations

PR programme generated £2.36million of coverage in 2016

Exploiting the unexpected: “SHARK!”

PR campaigns: Ray Mears Press Trip and Blog

Press Trip – August 2016 with journalists from the Guardian and MadeForMums

2 Journalists Attended

37 Pieces of Coverage

£320,000 AVE

3,500,000+ Reach

Positioned IOM as an ideal holiday destination for families.

Isle of Man on TV

BBC1 “Countryfile” ITV“Britain’s Best Walks”

BBC1 Inside Out

Advertising: Print• Advertorials - e.g. Coast and

Countryfile• Press adverts – e.g. Metro and

The Guardian

Advertising: Outdoor 

Digital poster presence in major UK railway stations:• Manchester• Liverpool • Birmingham • London

Advertising: TV

• 30 sec ads in Granada and Border regions• Tracking postcodes, website visits and brochure requests

2017 Visitor Guide

Tourism Literature