StrategicTourism Marketing Experience & Destination Development Plan

Description

The primary vision for tourism in Tipperary is; To promote, market and develop the tourism experiences in Tipperary to make it Ireland's premier inland visitor destination in both the domestic and overseas markets. Nationally, in 2013 Tipperary ranked 13th in terms of overseas visitor numbers, domestically Tipperary ranked 18th for domestic trips by County. Tipperary aims to position itself in the ‘Top 10’ in terms of overseas visitor numbers and domestic trips per County by 2021. To encourage industry sustainability and growth through the improvement and development of product offering. To build the capacity of tourism providers and to extend visitor length of stay. To identify and build synergies between different tourism product offerings in order to deliver a top quality visitor experience Tipperary now requires a succinct and comprehensive 5 year Strategic Tourism Marketing, Experience and Destination Development Plan which builds on the current product offering in Tipperary and which identifies new product offerings which; Increases visitor numbers, dwell time, spend and satisfaction in the area Builds on the infrastructure work completed to date and increases collaboration between all stakeholders involved Improves linkages between and adds value to a range of attractions, activities & experiences, and service providers Re-packages the area as a destination to overseas and domestic visitors and establishes propositions of sufficient scale and complimentarity to enable successful marketing overseas and domestically Reinforces the particular strengths and characteristics of particular destinations and at the same time offering the visitor one overarching compelling reason to visit through identifying Tipperary’s overarching USP(s). The USP(s) should be inherent in all tourism experiences in the County.