Building Destination Through Collaboration

3. The Role of Collaboration in Global Markets

As a destination, Northern Ireland competes in a global marketplace against every other destination in the world. In this global marketplace, it is crucial that Northern Ireland stands out as a compelling destination with a clear identity and a wide range of quality tourism products so that it emerges as a destination of choice for customers when compared with other competing destinations.

At annual global travel trade shows, representatives from Northern Ireland tourism businesses, national and regional tourism bodies showcase this destination to customers and travel buyers such as tour operators.  

At these trade shows, the emphasis is firmly placed on destination first. The following chart demonstrates how a tourism business such as a private hotel from County Antrim might approach engaging a brand-new customer at an international travel trade show:

1. Put Destination Northern Ireland First

Focus on making the customer aware that this is a compelling destiantion to visit. Gently show the customer that this destiantion is worth choosing over others.

2. Clarify the Destination Offering 

Give the customer an insight into compelling experiences and beautiful landscapes across the whole of Destination Northern Ireland and within County Antrim.

3. County Antrim and My Destination

Drill down into my destination, showing the customer the compelling reasons to travel her. Make the customer aware of the things to do and see in my area.

4. Focus on my Tourism Business

Showcase the merits of my tourism business. Place it within the context of destination County Antrim. Highlight local landscapes, hidden gems, visitor attractions and activities that match our business profile and customer segments.

5. If my Business Matches the Customer Needs... 

Treat this as an important lead and aim to bring that lead to conversion via a confirmed booking (now or in the future) for my business and destination.

6. If my Business Does Not Match the Customer Needs...

Refer the customer to another business and colleague within my destination that does match this need. Do not lose an opportunity to convert business for the destination. 

7. Represent my Destination as a Team Player

Ensure that I play my role as a team player so that Destination Northern Ireland, destination County Antrim and my business maximises opportunities.

Travel Buyers 

It should be noted that the job of travel buyers such as a tour operator is to target its global customers and markets with packaged and tailor-made programmes that share insights into a particular destination.  

Travel Buyers are therefore looking to create travel programmes that reveal the unique identity of a destination through diverse things to do and see and places to stay that match the profile and budget of their customer segments.  

Travel buyers are experts in meeting the needs of the global customers and markets they serve. As such, a travel buyer is highly skilled in carefully choosing experiences and places to stay that provide an exact fit for their customers diverse needs, interests and budget. 

The reality is that while a particular experience or place to stay may perfectly suit one customer, it may be entirely the wrong fit for another customer. 

For this reason, travel buyers need to be aware of a wide range of compelling things to do and see and places to stay within destinations so that they can create travel programmes that exactly match the needs of their diverse customer requests. 

The more options the travel buyer can find within a destination to suit its customer and market needs, the more the travel buyer is likely to engage and book that destination.

When engaging with travel buyers, a spirit of collaboration is therefore highly advisable within destinations. The more options the travel buyer can find within a destination to suits its customer and market needs, the more the travel buyer is likely to engage and book that destination.