Fáilte Ireland tees Irish tourism to capture UltraLuxe market

Fáilte Ireland is driving a marathon four days of meetings to help Irish tourism players capture opportunities in the leisure and UltraLuxe sector in 2022.

Over the next four days more than 1,500 one-to-one sales appointments have been scheduled between 155 Irish leisure and UltraLuxe tourism suppliers, Irish-based tour operators and destination management companies (DMCs), to help drive demand for Ireland among international visitors in both the leisure and the UltraLuxe markets.

These meetings, which will take place virtually over the next four days, represent tens of thousands of possible visitors and hundreds of millions in revenue for Ireland, as Irish tourism attractions and activities across the country try to influence the travel itineraries of these high-profile tour operators and DMCs, for 2022 and beyond.

“Typically, higher spenders, these markets offers us an opportunity to deliver sustainable growth to Irish tourism in the longer term”

The Ultraluxe market is a high spend and high return market. Pre-Covid in 2019, it was the fastest growing segment within the tourism sector with an expected annual growth rate of 11pc from 2021-2027.  The Ultraluxe market focuses on delivering exceptional service, creating personalised options and ensuring the needs of visitors are not only met but exceeded.

“Fáilte Ireland is really excited about the potential business that will come out of these virtual workshops,” said Fáilte Ireland’s Director of Regional Development Paul Keeley.

“Typically, higher spenders, these markets offers us an opportunity to deliver sustainable growth to Irish tourism in the longer term. One size fits all approach does not work with this segment – they want to have an experience that is tailored and customized to their interest and motivations, and they are keener on the experiential elements than the materialistic elements.

“Therefore, for Ireland to actively target these market segments, it is necessary that not only a wide range of luxury accommodation options exist but a strong portfolio of unique experiences and products that are in line with the leisure and UltraLuxe travel client expectations and can deliver on client expectations consistently,” Keeley said.

Connect and pitch

The workshops offer the leisure and ultraluxe suppliers who are based in Dublin, Ireland’s Ancient East, Ireland’s Hidden Heartlands and the Wild Atlantic Way, the chance to connect and pitch their offering to 24 Irish tour operators and DMCs.

These operators represent some of the most influential high-end tour operators in Ireland who have expressed an interest in growing their leisure and ultraluxe business into Ireland.

Responding to this, Fáilte Ireland developed a leisure and UltraLuxe programme in October 2020 to ensure that there would be consistency in terms of creation, delivery, and execution of leisure and UltraLuxe experiences across Ireland. 

Ahead of these important B2B workshops, Fáilte Ireland provided a series of online webinars and mentoring supports for the Irish suppliers so that they are ready to pitch their experience at the virtual workshops this week.

The ultraluxe and leisure markets are potential areas of sustainable growth for Irish tourism. Fáilte Ireland research shows that these international visitors are looking for truly immersive Irish experiences, meeting and engaging with the local people and community but more importantly eco-friendly and sustainable tourism experiences are key to the international traveller for 2022 and beyond. 

“I am delighted to represent Tour Partner Group at the Failte Ireland Virtual Roadshow this year,” said Michele Kane, destination leader UK and Ireland, Tour Partner Group.

“I’m very much looking forward to meeting with tourism suppliers from throughout Ireland, who continue to develop experiences and products that showcase many aspects of our beautiful country. To have the opportunity to present visits and attractions to tour operators is an essential step in getting promoted to our clients through their itineraries for 2022 and beyond.”

John Kennedy
Award-winning ThinkBusiness.ie editor John Kennedy is one of Ireland's most experienced business and technology journalists.

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