Key tourism businesses in Donegal have been told that driving growth through segmentation is the best way to maximise growth

Failte Ireland LogoKey tourism businesses in Donegal have been told that driving growth through segmentation is the best way to maximise the county's potential for growth.

A seminar organised by Failte Ireland last evening said the industry must look at the attitudes and expectations of people in different markets in order to develop memorable tourism experiences.

Failte Ireland's Eva Dearie told the workshop that in a determined effort to drive growth and increase sales, they and Tourism Ireland are jointly implementing a new evidence based consumer global segmentation model.

She said before developing and marketing Irish experiences, it's important to first understand the needs and motivations of our potential customers. Having such insights, she said, is imperative to stay ahead of the competition.

Bord Failte says the workshop, which included contributions from Cycle Inisowen; Donegal Famine Village; Grass routes; Glenveagh National Park; Donegal Airport; Visit Inisowen ; EAP Outreach and several hotels
explored the experiences that visitors from these markets are looking for, the most effective ways to reach them and how to sell Donegal more effectively.

The board says 2013 Irish tourism saw significant growth in overseas numbers with an overall growth of 7.2%. To secure this growth Ireland must win additional market share in the four main markets of Great Britain, US, Germany and France who between them deliver 70% of overseas visitors.