Development of a Positioning Strategy for Ireland Built Heritage Tourism Offering

Description

Fáilte Ireland is the National Tourism Development Authority, established by the Irish Government in May 2003 to guide and promote the development of tourism as a leading indigenous component of the Irish economy. To this end, Fáilte Ireland, working in partnership with the tourism industry, provides an extensive range of support services and business solutions designed specifically to develop and sustain Ireland as a high-quality and competitive tourism destination.Our vision for Irish tourism is that of a dynamic, innovative, sustainable and highly regarded sector offering international and domestic visitors a positive and memorable experience beyond their expectations. Further information on Fáilte Ireland can be found on our website www.failteireland.ie.Within the Destination Development Division, Fáilte Ireland has responsibility for the development of the visitor experience around Ireland’s Built Heritage, and for providing the Industry with the necessary insights, guidance and supports to do this. The Built Heritage area includes sectors such as Historic Houses and Castles, Gardens, Museums and Interpretive Centres, Visitor Attractions, Ancient Sites, National Monuments and Historic Towns. Given the broad and diverse nature of the sector, the stakeholders involved are also, by extension, a complex and disparate group. They range from large commercial marketing groups to Local Authorities and from individual private property owners to national state agencies, all of whom have differing agendas, interests and objectives for tourism to their sites. It is therefore important that the sector would take one focussed and coordinated approach to their various communications and marketing activities. By profiling the target consumers with an interest in Ireland’s heritage, and developing a clear positioning around how our heritage is presented to them, this will increase awareness of and interest in Ireland’s heritage, driving additional business and revenue to in