Tourism ‘A Vital Economic Lifeline’, Says IT Sligo Survey Director
First-time visitors to Sligo are “surprised and blown away” by the county’s beauty and its many attractions, according to Ann Higgins, the Head of Tourism, Marketing and Sport at IT Sligo.
“A key challenge for the Team Sligo Tourism initiative now will be to build on its existing positive momentum and harness the invaluable support provided by individuals and organisations within the county,” Ann Higgins says.
“For all of us living and working in County Sligo who wish to see a brighter future for this region, we need to recognise the vital economic lifeline that tourism provides.”
“Tourism is a vital driver for County Sligo’s economic development, hence Institute of Technology Sligo is committed to engaging in activities that promote a flourishing county-wide tourism sector,” she explains.
This summer for the third successive year, Ms Higgins will direct a market research survey undertaken by undergraduates into the impact of Team Sligo Tourism’s marketing campaign.
The lesson to be learned from the 2012 research, she says, is that “we have got a good tourism product here in Co. Sligo. The challenge is for all of us to realise it and promote it. Once the tourists actually get here, Sligo sells itself.”
Team Sligo Tourism’s Paul Keyes says the Institute’s contribution to its work has been invaluable. Thanks to IT Sligo, the collaborative network had been able to devote its entire €140k campaign budget to advertising, “with not a cent spent on administration or other costs,” he says.
IT Sligo’s support also enabled Team Sligo Tourism to redesign the Sligo Marketing Forum website and rebrand it as sligotourism.ie, and to employ a digital media consultant.
Paul Keyes says: “Through Ann Higgins and her colleagues, Team Sligo Tourism is now equipped to conduct timely research into our publicity campaigns and to support those campaigns through effective above and below the line PR activities.”
Team Sligo Tourism has also taken on two IT Sligo students as interns, one in digital media and the other in PR and marketing
Analysis by Ms Higgins of the 2012 survey has revealed that not a single visitor among the 532 who were sampled registered a negative view of their experience in the county. Tourism providers who responded were also positive about impact of the marketing drive.
Ms Higgins says: “Very many visitors arrived with a preconception that Sligo was a rather nice, quiet, rural town with not much on offer in terms of activities. The findings demonstrate that their post-visit perceptions were invariably very positive, with respondents reporting being ‘blown away’ by the beauty of the natural landscape and seascape, the quality of the accommodation, the vast range of activities and the friendliness of the people.”
With the 2012 campaign boosted by the upgraded Sligo Tourism website and social media activity, the marketing drive was proving increasingly effective.
“Compared to the 2011 campaign, approximately 50% more of the sample had heard the promotional message and the key finding is that this message directly influenced their decision to visit County Sligo.”
Significantly, also, the findings showed the campaign had succeeded in influencing its primary domestic target, people in the east coast around Dublin, Kildare and Meath.
Ms Higgins says tourism providers who took part in the survey have been positive about the Team Sligo Marketing initiative and the marketing campaign but she cautions that wider provider participation is needed.
“The collaborative approach adopted by Team Sligo Tourism is a model that demonstrates the much needed benefits that can be achieved to tourism provision,” she says. “This integrated and dynamic effort will ensure uniform quality of service and an easily accessible co-ordinated flow of tourism information about events, offers, and places to see.”
TEAM Sligo Tourism is a voluntary initiative aimed at attracting more tourists to County Sligo. IT Sligo is a supporter of the initiative, along with a range of other Sligo public and private organisations.
To learn more about marketing and tourism programmes at IT Sligo click here.
Caption for above photo: Ann Higgins (centre) pictured with IT Sligo President Professor Terri Scott and Head of School of Business and Social Sciences Tony Donovan with members of Team Sligo.