The Shannon Region is Ireland’s best performing tourism Region recording over 20% growth in international visitor numbers in 2006 compared to 2005 figures. The Shannon Region recorded over 2 million Irish and international visitors last year. This result is above the national average growth rate for international visitors which achieved growth of 10% in 2006 compared with 2005. This included strong growth from the UK, and from Europe, and good numbers from North America.
“The target for visitor number growth for Ireland this year is +6%. We want to achieve this also for Shannon region, and this is reflected in our marketing strategy. Although we are setting ourselves a minimum target band of 6% growth for 2007, we will be looking to achieve between +6% and +10%,” said John King, Heritage and Tourism Director, Shannon Development.
“We are delighted with this record tourism performance, and it justifies the changes in strategy which Shannon Development has driven over the last number of years. We are confident these changes will continue to deliver excellent tourism performance in the years to come,” he said.
Explaining the reason for the growth Mr. Pat Daly, Tourism Marketing Manager, Shannon Development said, “Some of the main supporting drivers of this growth into the Region include the major improvement in direct air access into Shannon, especially from the UK and Europe. There is a more focussed approach to the marketing job by linking to, supporting and following those access routes back to their territories of origin. In addition to this Shannon Development is also continuously improving and adapting its e-marketing campaigns, learning from each campaign. Shannon Development’s strong trade partnership and co-operative marketing campaigns with partners such as Ryanair explains some of the reasons for the tourism dividend the Region is now enjoying.”
To-date this year Shannon Development has got the Shannon region message in front of over 35million potential visitor’s world wide. They have achieved this through focused advertising, e-marketing, PR and a range of domestic and overseas tourism trade campaigns.
“To keep the growth curve up at the 10% level we will push to increase our market share for this region. We have learnt from last year, and some of the recent 2007 campaigns, that you need short breaks that are timely, attractive and contain value,” said Mr. Daly.
A number of specific product initiatives have been undertaken to underpin this growth. For example, Shannon Development has committed to developing over 300 km. of trails, walking, cycling and activity trails across each county of the Region. The old barge walk at O’ Briensbridge will open in May, and Ireland’s first mountain bike trail in the Ballyhoura Mountains will also open this year.
In another initiative Shannon Development, earlier this year, signed off on a deal with a consortium to invest over €50 million in Kilrush and double the size of the Marina. And say they will agitate to maximise the region’s funding chances under the new tourism NDP.
Shannon Heritage, the Shannon Development tourism subsidiary, is investing in its products and is improving and upgrading its sites, the Shannon Heritage product range drives visitor traffic through the Region, and the company employs 300 people in high season.
Talking about future challenges Mr. King said, “Open Skies, the liberalisation of US-EU air travel is now a reality. There is no doubt that the transatlantic services to Shannon will face greater competition, particularly in the winter months. Implementing counter actions as set out in the Tourism & Economic development (which is with Government) is required.”
“In the coming months in North America we will continue to push using the access gateways that link to Shannon. We will do this with Advertising, E-marketing, PR, and familiarisation tours for key tourism influencers. We have already undertaken presentations on the Region and the greater West Coast of Ireland to 500 tour operators and travel agents in the US & Canada so far this year and will hit another 500 key tourism trade buyers before year end”, said Mr. Daly.
“In Britain and Europe, again we are following those access lines. Shannon to London, to Liverpool, to Bournemouth, to Glasgow, to Beauvais, to Girona, to Charleroi, to Düsseldorf, to Bergamo and are key target locations. Over all we are growing customer base by achieving greater scale in our marketing and promotion efforts, leading co-operative marketing promotions (e.g. Ryanair) focussing on our e-marketing and negotiating more marketing promotions with a wide range of tourism business providers and carriers”, Mr. Daly concluded.
Nandi O’Sullivan
Public Relations Manager
Tel: +353 61 710259
Mobile: +353 86-2371510
Fax: 061 363180
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