Images: Valerie O’Sullivan
TOURISM industry specialists in Killarney have been briefed on the latest thinking in how to grow market share in the four key markets of Britain, Germany, France and the US.
They attended a one-day Fáilte Ireland workshop on the subject of driving growth through segmentation with the aim of boosting sales and maximising potential.
The event, held in the Muckross Park Hotel, heard that, between them, the four main markets deliver a whopping 70 per cent of overseas visitors to Killarney and other parts of Ireland and that is a staggering statistic that should be kept in mind when sales strategies and promotions are being planned.
Last year the tourism industry registered significant overall growth of 7.2 per cent in overseas visitor numbers and Fáilte Ireland and Tourism Ireland are now implementing a new evidence-based consumer segmentation model.
The Killarney workshop, attended by hotel and guest house bosses, formed one of a suite of sales capability supports for the tourism trade to aid better targeting and more effective sales and to help boost incoming international business.
“Before we set about developing and marketing Irish experiences, we must first understand the needs and motivations of our potential customers,” said Fáilte Ireland spokeswoman Jenny De Saulles.
“Having such insights is imperative to stay ahead of the competition,” she added.
The interactive workshop explored the experiences that visitors from the British, US, German and French markets are looking for, the most effective ways to reach them and how to sell Killarney and Kerry more effectively.
