CULTURAL TOURISM SEMINAR
MARKETING & SELLING CULTURAL TOURISM
OVERSEAS
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CULTURAL TOURISM – WHAT IS IT?
Cultural Tourism embraces the full range of
experiences visitors can undertake to learn what
makes a destination distinctive – its lifestyle, its
heritage, its arts, its people – and the business of
providing and interpreting that culture to visitors.
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Tourism Trade – What Do They Do?
Market/Sell the Island of Ireland
Partner with Irish & Overseas Tour Operators & Travel Trade to
ensure Ireland programmed Internationally
On-going research in the market-place to identify opportunities and
address market requirements
Work with Tourism Agencies & Utilise Promotional Platforms
Provided
Travel Trade i.e. ITOA comprise Tour Operating Companies,
Handling Agents, DMCs, PCOs
Delivering Business to Irish Product Suppliers
Bundling & Package Tourism Product & Cultural
Provide 24/7 customers service/care
ITOA Annual Workshops – West & East Coast
Tourism Trade Customer
Overseas Travel Trade Partner Operators B2B
Leisure Business
 Group Organisers – Wholesalers
 Travel Agents & OTA’s
 Consumers – Individual FIT’s
 Special Interest Operators/Organisations
Business Travel
 Incentive Houses
 Conference Organisers
 Corporate Meetings
Packaged Product
Tour Series
Special Events
Ad Hoc Groups
Individual Traveller
Study & Special Interest
Groups
Business Travel - Incentives
Conferences - Bleisure
Sports & Festivals
TRAVEL TRADE – SELLING & MARKETING B2B
IRISH TRADE PARTNERING WITH OVERSEAS TRADE
THE PROCESS
Create Reasons for Overseas Trade to Sell Ireland
Creative Dynamic Packaging
Provide Objective Selection of Product
Delivering the Overseas Partners Needs
Convert the Business
Beat Competing Destinations
Ongoing Destination Education
Deliver New Visitors Annually
One Stop Shop – 24/7
Travel Trade Distribution Channels
The Customer
Overseas Leisure
Tour Operators
Internet/
Intranet
Hotels/
Guesthouses
Individual
Tourists
Conference
Organisers/Incentive
Houses
Incoming Tour Operator Association
Transport
Activity/
Special
Interest
Attractions
Business
Tourism –
Cultural
Festivals
Conference/
Experiences
Events
Incentive
Sales & Marketing Activity
Overseas sales trips – experience has shown that one to one contact with
overseas partners and decision makers is the key to achieving growth
Participating with Tourism Ireland at all major Trade Fairs & Promotions
Partner with Tourism Ireland’s representation in Overseas Markets and with
other members of the Irish trade
Trade Familiarisation Trips
Ongoing Education and Training Overseas Partner Staff and Trade
Media Familiarisation Visits
Create & Promote New Programmes and Product
E-marketing
Selling & Partnering with ITOA Members?
• Attend ITOA Workshop – Annually in March
• Sell Your Product One on One to Each Member Company
• Research & Understand Individual Companies Business
• Deliver the Best Possible Service
• Local Knowledge – Sell Your Region
• Partner with Tourism Business locally – Be a Part of their Sales &
Marketing Activity
•
Build Relationships
• Accessibility – Ease of Booking - Flexibility
Selling & Partnering with Travel Trade (ITOA)
Leisure Tourism
Business Tourism
 Tour Series
 Incentive Groups
 Ad Hoc Groups
 Corporate Meetings
 *FIT
 Intl Assoc. Congress
• Understand their distribution
channel, timelines & rate
structures (Commission / net
rates)
 Behind the Rope Experiences
• Optional Sales Opportunities
• Accessibility & Flexability
 Private Hire – Exclusive Use
 Create an Exclusive Element
to the Experience
Selling & Partnering with Travel Trade Partners
Trade Requirements:
 Provide Commissionable Rates
 i.e Allow Differential Between Public and Trade Rates
 Seasonal Rate Differential OR Value Added Options
 Flexibility - Numbers / Timing Changes
 Agree Terms & Conditions
 Provide Information – Outline Programmes
 Central Booking / Make it Easily Accessible
TOP TIPS - SELLING TO THE TRAVEL TRADE
 Timely Delivery of Rates & Information
 Efficient & Professional Responses to RFP
 Regular, Useful and Interesting Communications
 Attend Trade Networking/Sales Events
 Membership of Marketing Group
 Maintaining Quality Service Levels
 Provide Information/Guides in European Language
 Relationship Development - Partnership & Co-Operation
 Fam Trips & Site Inspections
Selling & Partnering with The Irish Tourism Community
HOW TO MAKE THEIR CUSTOMERS YOUR CUSTOMER?
 Network & Sell to Tourism Industry
 Form Strategic Alliances
 Co-Operative Marketing Groups
 Develop Relationships with Local/Regional Tourism
Enterprises
 Share Your Product Experience - CREATES AMBASSADORS
 Participate in Tourism Trade Events & Fam Visits
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