Isle of Man Tourism

Isle of Man Tourism

Chamber of Commerce22nd August 2012

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Tourism in context

Government•Delivering further economic growth and diversification

DED•Seek out and encourage new businesses to establish in the IOM•Support existing IOM businesses to ensure their continued presence and development•Coordinated and targeted marketing in key overseas markets•Develop right training to meet future needs

Tourism•Promoting visits to friends and relatives through local residents•Leverage TT and business visitors to return as leisure visitors•Promote the Island as a group visitor and cruise ship destination•Broaden the portfolio of event-led tourism

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Visitor Economy Strategy 2012-15

Repeat visits

Leisure break takers

Existing event participants

Visiting friends and relatives

Coach and group visitors

Conference delegates

Cruise visitors

Heritage and railway enthusiasts

Motorsport enthusiasts

Nature and wildlife enthusiasts

Business visitors

New visitors

Car club groups

Walkers

Mountain bikers

Golfers

Food and drink lovers

Adventure and endurance enthusiasts

Maritime and yachting (leisure and events)

Nature and wildlife

Mythology and superstition

Angling

Existing visitors trying new activities

Motorsport visitors returning as leisure break takers

Cruise and group visitors returning as leisure break travellers

Business visitors returning as leisure break takers

New products and services

Events (road race cyclists, triathletes, golfers)

Cycling – Road, Mountain Biking

Spa breaks

Shopping

Theme parks

Log cabins and caravans

Dark sky astronomy destination

Green tourism

Wedding tourism

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Key marketing developments• Digital

• Visitisleofman.com• 250k visits/month• Visits up 300% since re-launch in April• Online booking development underway

• Email newsletters• Bi-monthly visitor newsletters

(30k recipients)• Quarterly industry newsletters• Industry offer opportunities

• Social media• Daily posts on Facebook (13k likes) and

Twitter (2,500 followers)• Industry offer opportunities

• Mobile app • Currently in development

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• Exhibitions• Destinations, London• BOBI• The Active Travel Show• Industry partnership

• Visitor information• 2013 Visitor guide in production• Group travel guide• Visitor Information System launched

Key marketing developments

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• Public Relations• Hope & Glory PR appointed• Media visits, distributing press releases to

key UK media, campaigns and promotions.• Choice Magazine, Daily Record, ITV Country Wise• Industry offer opportunities

• Advertising• Ardmore Advertising appointed in April• Advertising Campaign now underway for both

Consumer and Trade• Regional press and radio• Specialist press, eg Coast, Countryfile, Discover Britain and Britain magazines• Digital campaign eg banner adverts, google adwords and Facebook advertising

Key marketing developments

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Key marketing developments• Advertising campaign

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Visitor Survey 2011

• Average length of visit 4-7 nights

• 62% came for a holiday/short break

• 11% came for an event• 7% came for business• 89% came from England,

35% from NW

Day trip1%

1-3 nights20%

4-7 nights60%

8-14 nights15%

15 nights or more4%

62%20%

11%

7%

Holiday/short breakVisit friends / relatives / familyEventBusiness

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Visitor Survey 2011

• 54% stayed in Hotel/Guesthouse

• 23% stayed in Self Catering• 16% stayed with

friend/relative• Average age of visitor 45 and

older

23%

54%

5%

16%

3%

Self CateringHotel/Guest HouseCampsiteWith friend / relativeHomestay

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Head of Tourism

Angela Byrne

BDM – Quality & Service

Vacant

BD ExecutiveNikki Salmon

Administration Officer

Lana Gardner

Administration Officer

Laura Quinn

BDM – EventsMichael Doherty

Administration Officer – Events

Trish Joyce

BDM – New Product

Julie Colquitt

BD Executive – New Product

Rachele Quayle

Student

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Projects we are progressing:

• Better functionality for accommodation sections on visitisleofman.com for our end user.

• New common standards for Campsites & adopting National Accessibility Scheme on the Island.

• Potential review of budgets to launch Business Seminars for the Tourism Sector.

• 2013 TT Triathlon launched.• Destination Management Audit to be commissioned

in collaboration with DCCL & MNH.

Thank you.www.visitisleofman.com