NITB DRAFT OPERATING PLAN 2013 / 14
MISSION: Our mission is to build the value of tourism to the economy
VISION: Our vision is to confidently and passionately champion the development and promotion of the Northern Ireland experience.
Programme for Government Targets:
Commitment Number 06
Visitor Revenue
Visitor Numbers
Northern Ireland - £169 million
Northern Ireland – 1.899 million
Republic of Ireland - £48 million
Republic of Ireland – 380,000
Total - £217 million
Total – 2.279 million
Commitment Number 65
Support the successful hosting of the 2012 Irish Open and build on that success to secure a further international golf event
CORPORATE PLAN STRATEGIC THEMES – 5 POINT PLAN
1. Unlock the Potential: NITB will work to raise the importance of tourism to the economy. We will actively build and consolidate our relationship with key strategic partners to deliver mutual benefits.
2. Build the Destination: NITB will enable visitors to experience our awakening and uncover our stories by funding the development of quality tourism assets that are aligned to visitor needs.
3. Develop a Quality Visitor Experience: NITB will support the development of a high quality tourism industry through Quality Programmes which are based on visitor needs. We will invest in developing people, projects and events that will
result in an enhanced visitor experience and increased opportunities for leisure and business visitors to spend.
4. Promote the destination: NITB will “get Northern Ireland on everyone’s destination wish list” by delivering a compelling marketing communications programme that will inspire and inform people from Northern Ireland and Republic of Ireland
to visit Northern Ireland.
5. Be an excellent organisation: NITB is committed to excellence and delivering quality services and embedding business improvement into all that we do.
STRATEGY MAP
BALANCED SCORECARD
KEY OBJECTIVES
Visitor
Deliver a compelling marketing
communications programme
Deliver new
Technology
platform
Stakeholder and Industry
Support delivery of
key NI events
Drive the development of
quality tourism experiences
Strengthen and widen
strategic partnerships
Processes
INDUSTRY/STAKEHOLDER (aimed at meeting
stakeholder expectations)
V.1 Deliver a compelling marketing communication
programme
IS.1 Strengthen and widen strategic partnerships
V.2 Deliver new technology platform
IS.2 Drive the development of quality tourism
experiences
V.3 Support delivery of key NI events
IS.3 Support the development of a high quality
tourism industry
TEAMWORK
Create, exchange and
disseminate knowledge
Organisation
Learning and
Development
Support the
development of
high quality
tourism industry
CORE
VALUES
VISITOR (aimed at meeting customer expectations)
Embed business
improvement in all
that we do
EXPERTISE
PROCESSES (to facilitate achievements of key
objectives
ORGANISATION, LEARNING and DEVELOPMENT
(driving delivery in other quadrants)
P.1 Create, exchange and disseminate knowledge
OLD.1 Be an excellent organisation.
Be an IT enabled organisation
RESPECT
P.2 Embed business improvement in all that we do
Be an excellent organisation
P.3 Be an IT Enabled Organisation
NITB OPERATING PLAN 2013-14
INITATIVES/RELATED PROJECTS
OBJECTIVE
V.1
Deliver a compelling marketing
communications programme


V.2
Deliver new technology platform
Implement the marketing strategy in Northern Ireland and
the Republic of Ireland based on NI/ROI review and market
recovery plans
Delivery of NI/ROI and GB / Overseas press programme

Delivery of tour operator and groups programmes

Implement findings of the business tourism review
reference roles and responsibilities NITB, TIL, BVCB, DVCB
and INI
PERFORMANCE MEASURE
Key for progress: GREEN on track
TARGETS
2013 /14
V.1.1 Return of investment on Northern Ireland advertising campaign
activity
£7:1
NI / ROI combined
RoI
V.1.2 Return of investment on Republic of Ireland marketing activity
£12:1
V.1.3 Northern Ireland weighted PR value
Targets have been split and reflect saturation in NI, impact of protests,
economic recession in ROI and unknown budget position in respect of
Government Advertising Unit dictate
was £16:1
£2.4 million
£2.1 million
£1.968 million
2012 was an exceptional year and key target is to maintain PR AEV
V.1.4 Republic of Ireland weighted PR value
£2.5 million
£2.1 million
£6.7 million
V.1.5 GB and Overseas weighted PR value
£22.8 million
£21.8 million
£38.5 million
V.1.6 Conversion rate of customer interactions to database
50%
N/A
N/A
V.1.7 Number of tour operators recruited
455
425
455
V.1.8 Visit Belfast SLA target – Delegates
31,000
21,000
21068
V.1.9 Visit Belfast SLA target - Bed nights
62,000
62,000
63436
£37.7 million
1.2 million
£27.3 million
1.5 million
27 million
1.514 million
3.4 million
3.4 m
3.4 million
40%
40%
40%
Delivered
Contractor appointed
Contractor Appointed
24
50%
19
25
New
N/A
V.3.2 Number of visitors / participant attending the CofC 5 key supported
events and WPFG
525,000
N/A
N/A
Target of visitor number from economic appraisal for CofC
AEV to be benchmarked
V.3.3 Media / advertising Added Equivalent Value of tourism messages /
destination as result of key events
£4 million
N/A
N/A
Target based on internal benchmark
90%
N/A
97%
2012 figure expected to reduce when all fieldwork is completed
1
1
1
IS1.1 % of Service Level Agreement targets delivered
90%
90%
90%
IS.1.2 Corporate media advertising equivalent value
£1.65m
£1.65 million
£1.84 million
20
N/A
N/A
Policy can be long term and tangible actions/commitments are likely to be
smaller in scale.
IS.1.4 % of stakeholders satisfied with Professionalism of NITB
80%
80%
74%
Stakeholder target set based on benchmark and trend analysis
IS.1.5 % of stakeholders satisfied with NITB’s Leadership
65%
45%
64%
IS.1.6 % of stakeholders satisfied with NITB’s communications
IS.2.1 Amount of capital expenditure money levered
80%
£8.7 million
65%
£5.4 million
79%
£5.4 million
IS.2.2 Number of projects supported (TDS 20, TIF 5, Events 50)
75
N/A
70
TDS baseline
established
N/A
N/A

Deliver the social media / digital strategy
V.1.10 Visit Belfast SLA target - Added economic benefit
V.2.1. Number of digital social engagements

Successfully maintain web presence
V.2.2 Number of website visits

Deliver the new web platform



World Police and Fire Games
United Kingdom City of Culture ( 5 key events)
G8 Summit
V.2.4 Web platform delivered
V.2.5 Increase distribution channels for NI content
V.3.1 % of attendees who are satisfied with the key events
V3.4 % of attendees who agree that events like these improve Northern
Ireland reputation as a holiday destination

IS.1
Strengthen and widen strategic
partnerships
IS.2
Drive the development of quality
tourism experiences

Planning and delivery of other international events (eg
Golf/Sporting Event, Giro, Tall Ships)
Identify, develop and formalise MOUs and SLAs with key
partners to support development of experience plans

Deliver corporate communications plan to promote a
positive reputation and image of NITB

Advance the policy agenda

Deliver stakeholder engagement plan




Develop projects and deliver Capital Grant Assistance
through the Tourism Development Scheme (Tail End and
Open Call TDS)
Deliver Tourism Innovation Fund
Potential development of new Tourism Development
Scheme
Deliver Tourism Events Fund
RED unlikely to meet target
BLACK No target for last year
COMMENTARY ON TARGET
Spring £9:1
Summer£ 18:1
Autumn ££12:1
Overall £12:1
V.2.3 Returning customers to www.discovernorthernireland.com
V.3
Support the delivery of key
Northern Ireland Events
AMBER up to 10% below target
TARGET
PROGRESS Q4
2012 / 13
2012 /13
V.3.5 Number of major events secured
IS.1.3 Number of Value Tourism actions undertaken by key influencers /
partners
IS.2.3 % of project promoters satisfied with service delivery of TDS
BUDGET
Link to
Risk
Register
£6,028k
Risk
number
6, 8 and 9
£1.34m
Risk
number
11 and 12
£3.348m
Risk
number
4 and 5
Stretch target to match last year figures that were raised due to ni2012
opportunities
Visit Belfast SLA target still to be agreed
Reductions due to the loss of ni2012 and reduction in above the line
promotion. This will make the return rate a challenge. To compensate, NITB
has identified 5 additional partners / digital distribution channels to host
Northern Ireland content.
Target contained in PfG for International Golf Event secured for 2014/15
Historic data suggests 90% is challenging
Risk
number
1 and 2
Maintain position due to potential drop off in NITB led/owned
communications activity
Targets are based on knowledge of potential projects. In addition, DETI
conducting review of TDS that will inform process/targets going forward.
Levered monies is a useful measure as it enables TDS investment to be
made.
Capital
£4.061M
Revenue £1.284m
Risk
number
2 and 7


Develop major events bidding strategy
Develop new NI events strategy

Deliver Year 3 targets from the Visitor Information Plan

Develop new model for tourism experience development
and advise at destination level on an experience led
approach
IS.2.4 Return on investment of funded events
£3:1
£3:1
£4:1
IS.2.5 Visitor satisfaction with TIC information
85%
85%
85%
IS.2.6 Number of enquires handled online
10%
N/A
N/A
Mystery shopper benchmark
IS.2.7 Number of Experience plans developed
INITATIVES/RELATED PROJECTS
OBJECTIVE
IS.3
Drive the development of a high
quality tourism industry

Deliver and integrated strategy for industry development,
engagement and communications
Events targets are set against industry benchmark and previous experience
PERFORMANCE MEASURE
IS.3.1 % of attendees satisfied with industry development programme
The delivery of a single experience plan is felt to be realistic given
engagement required.
1 developed
N/A
N/A
TARGETS
2013 /14
TARGET
2012 / 13
PROGRESS Q4
2012 /13
90%
90%
90%
Based on previous trends
50%
50%
50%
Based on previous trends
COMMENTARY ON TARGET
£595k
Risk
number
10
£640k
No Risk
IS3.2 % of delegates that implement improvements as a result of training
IS.3.3 Number of visitor attraction gradings completed
P.1
Create, exchange and
disseminate knowledge

Delivery of quality grading schemes across the visitor
experience
IS3.4 Number of statutory inspection conducted
40
20
22
Scheme introduced in 2012 – seek to extend in 2013/14

Delivery of statutory accommodation certification process
IS.3.5 % of customers satisfied with Q&S service
437
530
633
Based on availability of staff and stock


Produce 26 research reports
Produce 15 insights and intelligence reports
P.1.1 % click through / download rate of reports
80%
35%
N/A
N/A
N/A
N/A
Based on NITB Staff professionalism benchmark and trends
Based on previous internal benchmarking
P1.2 % of stakeholders satisfied with insights and intelligence reports
85%
80%
82%
Based on previous stakeholder trends
P.1.3 % of staff that are satisfied they are kept informed with all matters
that affect my job
55%
N/A
44%
Based on trends and public sector benchmark
75%
56%
71%
Based on previous stakeholder trends
P.2.1 % of staff engaged in business improvement
50%
100%
100%
Engagement was mandatory in 2012, but will be voluntary in 2013
P2.2 % of Business Improvement Action delivered on time
90%
N/A
N/A
Based on experience
P.2.3 % of staff that feel they are informed about the progress of Project
Excellence
60%
N/A
N/A
Based on a benchmarked internal comms measure
P2.4 % of complaints on time
P.3.1 % of organisation using EDRMS by end of Q4
90%
100%
N/A
40 people
N/A
55 people
P.3.2 % of staff confidently using ICT
100%
N/A
N/A
Target within the ICT strategy
3
N/A
N/A
3 Key organisational processes identified
99.5%
N/A
N/A
Target within BT contract
P.3.5 % help desk queries dealt with satisfactorily at 1st line
OLD.1 % of AQs and Ministerial cases returned to DETI on time
95%
90%
95%
90%
95%
91%
Based on experience
Based on historic data
OLD.2 % payment invoices within 10 days
90%
90%
91.8%
OLD.3 % of satisfactory audit opinions
100%
100%
75%
No more than
5%
N/A
N/A
In line with reporting requirements for DETI and audit
95%
95%
95%
Based on public sector benchmark
2175 hours
2 days/staff
2361 hours
7.5 days
7.5 days
9.76 days
100%
100%
100%

Exchange and disseminate knowledge internally and
externally
P.1.4 % of customers that are satisfied with knowledge exchanges
P.2
Embed business improvement in
all that we do
P.3
Be an IT enabled organisation



Launch and deliver the annual business improvement and
communications plan
Develop Transition Plan for NITB
Implement strategic projects

Deliver effective and efficient support to the Chief Executive

Identify and deliver the corporate IT needs of the
organisation
P.3.3 Number of automated operational processes
P.3.4 Server up time
Organisation, Learning and
Development

Deliver efficient and effective support to the Minister and
DETI
Be an excellent organisation

Deliver annual finance plan
OLD.4 % variation between budget and spend

Deliver organisational development plan

Deliver Human Resources Plan

Deliver Central Services Plan

Deliver Corporate and Social Responsibility plan
OLD.5 % of staff who are engaged with NITB goals and objectives
OLD.6 Number of hours learning and development delivered to staff
OLD.7 The average number of days lost due to absence
OLD.8 % of Central Service contract targets achieved on time
Risk
number
11 and 12
In line with the target for dealing with AQs
Organisational priority
DFP set target
Target is still 2 days per person, but expressed in hours. This is a HR
benchmark.
Mirrors DETI target. Will be a challenge to meet this target
Set due to H&S / contractual requirements
Risk
number
11 and 12
£150k
Risk
number
11 and 12
OLD.9 Green Tourism Business Scheme
Accredition by
Q2
Apply
Applied
Setting an example to industry