bb Shaun Quinn CEO

16m

TOURIST TECHNOLOGY - NOW Web-based information access Increased self-sufficiency Online bookings Online Peer to Peer marketing Digital Interactive maps Smart phone applications to enhance tourist experience Live feeds provide real time feedback Manchester Visitor Centre Microsoft Visitor Centre, Seattle Microsoft Visitor Centre, Seattle Manchester Visitor Centre New York City Information Center Stockholm Visitor Centre New York City Information Center Current Successes

bb Ciara Scully The Gathering

Ciara Scully

10

So far Over 3,400 Gatherings live on the website 1.1m visits to the website Over 50% from UK, USA, Canada, Australia 545 Gatherings Dublin Over 10,000 Twitter Followers 50,000 Facebook Fans 11

Who is part of it? 12

Gatherings Examples 50+ Sporting Gatherings in Dublin. 25,000+ Overseas visitors KPMG Alumni Gathering - 1,000+ delegates MBA World Trophy- 100+ delegates Wild Geese Network of Irish Scientists- 700 delegates ICON Clinical Research org - 135 delegates FIP Congress -3000+ delegates Scouting Ireland European Chief Scouts 200+ delegates Comite Maritme International- 400+ delegates.. 13

TheGatheringIreland.com 14

Industry Examples.. www.gestures.thegatheringireland.com Enhancing the Visitor Experience Genealogy! B&B Ireland s NEW Gathering website IHF Gathering Guide 2013 Gathering Packages & offerings Organise & Invite.. 15

Go online today! Organise and Invite Go the Extra Mile Play Your Part! 16

bb John Concannon Director Market Development

Overall Dublin Has Grown 2% in Holidaymakers since 2006

60% Decline in GB offset by Strong Domestic Growth

We have spent 2 Billion less on holidays since 2008

17% Decline in International Holiday Makers to Dublin Since 2006 Holidaymakers since 2006

Massive Decline in Business from GB

A very different profile of Visitors

Dublin Now has1.3m less holiday nights from GB

7 Distinct Market Segments

Irelands Share by Segment

Which segments offer Ireland the greatest prospects for growth?

bb Orla Carroll Head of Marketing

Key Consumer Question Why would I bother to go now when I can get more or less the same at home? 43

Tackling the barriers alone will not be a game changer Address Perceptions Tackle Barriers 44

We need to focus on new news Address Perceptions Tackle Barriers Surprising new news 45

Consideration Conversion Model 46

Different to Home Experiences Market Differentiation Only in Ireland JOLT side Conversion Ireland Brand Experiences NEW News Ireland Known Unknown Experiences Experiences Can be done elsewhere 47

Culturally Curious Self-directed, rich discovery My favourite thing was the river trip, seeing parliament, the history of the war, shoes on he riverbank of kids that were drowned by the Germans Feeling of freedom Experience of discovery & authenticity new and different it was amazing to walk out and take your pick of sidewalk cafes and amazing food culture in all its facets (civilisation/history & traditions Fascination & inspiration: how & Why I took a picture of the bed that Leonardo di Vinci died in 48

Experiences Considered 49

How can Dublin differentiate Motivating Experiences Market Differentiation Only in Ireland Conversion JOLT City of Words Pub experience & Seafood (Award winning choice is different) Cultural Heritage side Ireland Guinness storehouse Round Towers Ireland Known Kilmainham Jail Bru na Boinne Unknown Experiences City break Howth/villages Experiences Can be done elsewhere Can be done elsewhere

Need to deliver an experience that reflects their need for breadth & depth Must Haves: 1.Must deliver a rich experience what can I do and how much? Authenticity & Irish culture - Must give an insight into culture & way of seeing the world - demonstrate the cultural difference Differentiate: Need to unlock our diverse and rich living It means you can fit a lot in and that it s all within reach which is good for a break all packed into a small area Authentic and rich, varied experiences accessible close one to the other and as centres of discovery history. Plus we need to differentiate it. Could have been anywhere doesn t say Dublin 51

The Dubline A new culture trail for Dublin City

Social Energisers Fun & excitement Things to do needs to have day & night activities it has to have both. Such a short-break you don t want to sleep In a good location it makes it more fun. Don t want to be an hour out Excitement & adrenaline rush 24 hr Status attached to the experiencing of it stories to tell on their return Out-of-the-ordinary for city break of the way. Have to be at the heart of it. It all comes down to fun, doesn t it. 53

Lots of European cities offer Fun & Excitement How different is it to other European Cities. Looks like Didn t show how it was different in the video - could have been a festival here. a good place to go but not different from a UK break You can bungee jump anywhere But different & iconic is missing 54

Experiences Considered 55

How can Dublin differentiate Motivating Experiences Market Differentiation Ireland Known Experiences Dublin Pub SceneDublin Music Scene (trad, atmospheric)guinnes s StorehouseFestivalsC omedy Only in Ireland Dublin extraordinary daytimecity tours with a differencejust outside the citywatersports in the city Conversion JOLT side Ireland Unknown Experiences Can be done elsewhere Can be done elsewhere

Need to deliver an experience they can t get anywhere else Extraordinary day time: Its exciting in the city already The fact that its possible to enjoy the City AND the Coast/Countryside in one weekend is truly motivating and differentiating If its with friends then the mountain biking or speed boat ride Or a walk on a beautiful beach (to deal with the hangover) 57

The best of both worlds exciting day and night I want to be tired out from the day so that when the evening comes it feels right to be in the pub. If it didn t you d feel like, oh I m just doing what I d do in England and what everyone else does when they come here. 58

Dublin City Plus Offering Extraordinary Days to go with Dublin s Extraordinary Nights