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The Gathering, Ireland 2013

In 2012 the Irish government launched The Gathering Ireland 2013 Irelands biggest ever
tourism initiative taking place throughout 2013. Over 70 million people worldwide claim Irish
ancestry. Throughout 2013, Ireland is extending a welcome to those who have moved away,
their relatives, friends and descendants and inviting them home to gatherings in villages,
towns and cities. Communities throughout Ireland are showcasing and sharing the very best of
Irish culture, tradition, business, sport, landscape, food and the uniquely Irish sense of fun. The
initiative provides an opportunity for those with ancestral links and an affinity for Ireland to
play a part in and benefit from efforts to revive the economy.
This year-long celebration of festivals, events and other gatherings around the country is
providing support for the tourism industry during 2013 as well as a legacy impact for future
years. The target is to generate 325 000 incremental visitors in 2013 and to leave a legacy of
community structures and engagement with tourism that will benefit the sector in the longerterm. Indications from the Irish tourist industry are that The Gathering is working well and is
having a real effect on peoples interest in visiting Ireland. The success of the initiative is
backed up by the latest tourism statistics, with encouraging signs for visitor numbers from
North America, and Mainland Europe supported by significant growth in transatlantic air
access for the peak summer period.

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En el contexto de los desafos que enfrentan tanto en el sector y la economa en general , el
gobierno irlands ha integrado el turismo en el marco estratgico econmico ms amplio
como un componente clave del programa de recuperacin econmica del pas , en lugar de
seguir estrategias independientes separados para el sector turstico . Este enfoque estratgico
general se complementa con el trabajo de las agencias de turismo .
Poltica turstica existente se estableci en el Programa de Gobierno 2011 , que establece las
prioridades clave para ayudar a la industria a sobrevivir despus de algunos de los aos ms
difciles desde hace dcadas, y se incluye compromisos sobre el acceso , la comercializacin ,
los visados y el desarrollo de productos (cuadro 1 ) . Compromisos clave del programa de 2011
para que el gobierno se reflejaron en la posterior "Jobs Initiative " del gobierno , con acciones
prioritarias inmediatas establecidas en los planes de accin anuales para el Empleo. En 2013, el
" Encuentro Irlanda 2013 " fue una iniciativa de un ao importante invitar a las personas con
vnculos ancestrales y una afinidad por Irlanda para jugar un papel en , y beneficiarse de la
recuperacin econmica del pas mediante la conexin con el pueblo de Irlanda , ahora y en el
futuro .
Un plan interdepartamental para el desarrollo de la "economa verde ", fue publicado en 2012
- Entrega Nuestro Potencial Verde : Declaracin de Poltica Gubernamental en materia de
crecimiento y empleo en la economa verde . El Plan de Accin reconoce que Irlanda tiene un
entorno natural privilegiado y el paisaje para apoyar el "turismo verde" y las actividades , as
como una imagen internacional establecida como la " Isla Esmeralda ", que podra ser
construido en la promocin de su oferta "verde".

En el contexto de los desafos que enfrentan tanto la industria y la economa en general , el


gobierno irlands ha integrado el turismo en el marco estratgico econmico ms amplio
como un componente clave del programa de recuperacin econmica ' s pas , en lugar de
seguir estrategias independientes separados para la industria del turismo. Este enfoque
estratgico general se complementa con el trabajo de las agencias de turismo .
2.6 La experiencia de turismo de Irlanda
54 . Identificar y analizar la experiencia turstica de Irlanda, es decir, la experiencia de los
clientes de turismo de Irlanda, es de primordial importancia en la formulacin de la poltica de
turismo de Irlanda y en la conformacin de la posicin competitiva de la industria. Desde un
punto de vista del proveedor, hay una inclinacin natural para definir el turismo a travs de la
perspectiva de un producto en particular. Mientras que el anlisis a lo largo de las lneas de
productos puede ser til, y proporcionar valiosa , aunque parcial , ideas , es esencial que el
anlisis global de la industria se lleva a cabo desde una perspectiva de cliente, el producto
turstico se define en consecuencia. Desde esta perspectiva, el producto turstico puede ser
mejor descrito como " la experiencia completa de los turistas de la hora de salida de su casa a
la hora de regreso ."
3.1 Los componentes de la poltica turstica
61 . La poltica del Gobierno para el desarrollo del sector del turismo en Irlanda se ha centrado
en el apoyo al crecimiento sostenible de gasto de los visitantes con un nfasis en la difusin
regional y de temporada ms amplia de negocio.
62 . El Programa Concertado de Gobierno 2002 reconoce que " la industria del turismo seguir
siendo una industria vital requiere un apoyo sostenido y la inversin en los prximos aos" . El
Programa propone 10 medidas prioritarias relacionadas con la comercializacin , transporte de
acceso , el desarrollo y las normas de productos, el papel de las autoridades locales y la gestin
del medio ambiente, la creacin de una nueva Autoridad Nacional de Desarrollo Turstico , y la
construccin de un estado de la tcnica centro de Conferencia Nacional . El Gobierno
considera que el mantenimiento de los estndares y servicios de primera clase , ya un esfuerzo
permanente por la industria en relacin calidad-precio , como imperativo para el xito
continuo de la industria del turismo .
. 63 Medidas polticas clave en el pasado reciente han apoyado :
- Producto de desarrollo.
- Extranjero marketing.
- Desarrollo de Recursos Humanos / formacin: se centr principalmente en la prestacin de
formacin bsica de educacin y servicios de contratacin .
. 64 El Libro Blanco del Gobierno sobre la poltica de turismo de 1985 fue la primera exposicin
exhaustiva de la poltica de turismo en Irlanda y establece los siguientes objetivos:
" Para optimizar los beneficios econmicos y sociales a Irlanda de la promocin y desarrollo del
turismo hacia y dentro del pas para garantizar as una tasa econmica de retorno aceptable de

los recursos empleados y teniendo en cuenta el potencial del turismo para la creacin de
empleo , la calidad de vida y el desarrollo de la comunidad , el mejoramiento y la conservacin
del patrimonio cultural de la nacin , la conservacin de los recursos fsicos del pas, . y la
contribucin del turismo al desarrollo regional "
65 . El Libro Blanco ha dado lugar a una respuesta de los grupos de representantes clave de la
industria . La industria recomienda ambiciosos objetivos para el sector , que se adoptaron
posteriormente por el Gobierno . Desde finales de los aos ochenta, los principales objetivos
de la poltica nacional de turismo se articulan claramente en sucesivos planes nacionales de
desarrollo de asociacin , y dentro del marco comunitario de apoyo de la UE para Irlanda.
Algunos puntos especficos son que
La nueva visin de irlandeses Turismo / Objetivos de la Poltica
66 . La Nueva Visin de Turismo de Irlanda desde 2003 hasta 2012 , segn lo propuesto por el
Grupo de Turismo de Examen de las Polticas , ha sido aceptada como el objetivo de sostener
la estrategia para el turismo nacional. Es que Irlanda ser un destino de eleccin para los ms
exigentes turistas nacionales e internacionales que :
- Proporciona una experiencia turstica que supera las expectativas de los clientes en trminos
de amabilidad , calidad del medio ambiente, la diversidad y la profundidad de la cultura .
- Tiene una gama de alta calidad, de clase mundial , los productos y servicios competitivos
ampliamente distribuidos en todas las regiones del pas .
- Es una fuente vibrante de los ingresos en divisas y regionales a lo largo del ao .
- Respeta el medio ambiente natural y construido y es compatible con su conservacin y
mejora.
- Proporciona atractivas oportunidades de carrera en el turismo para personas con una amplia
gama de habilidades y necesidades de empleo .
- Proporciona la oportunidad para que las personas que trabajan en el turismo para mejorar
sus habilidades a travs de la experiencia , la formacin y el aprendizaje permanente .
- Respeta y apoya la cultura irlandesa en toda su diversidad .
- Proporciona un perfil internacional positivo de Irlanda.
67 . En resumen , la visin para el turismo irlands es el de un sector dinmico , innovador,
sostenible y de gran prestigio - que ofrece a los clientes extranjeros y nacionales una
experiencia de Irlanda, que es positiva , memorable y ms all de sus expectativas. Los
objetivos consisten en ver a los clientes de la experiencia turstica en Irlanda repetir esa
experiencia y se comuniquen de manera positiva a los amigos y conocidos. Y en el
cumplimiento de estos objetivos turismo irlands debe ser visto como una fuente importante y
la oportunidad de negocio rentable y como una poderosa herramienta de desarrollo social y
econmico a nivel nacional y regional.
3.3 Drivers futuras de xito

68 . Turismo irlands es un sector muy diverso y complejo . Incluye una amplia gama de
operadores de los sectores pblico y privado. Las acciones combinadas de estos operadores
son los que determinan el xito del turismo de Irlanda en relacin con la de otros pases y en
relacin con la visin , las metas y objetivos acordados para la industria. Los conductores
estratgicos clave de xito para el turismo irlands se han discutido en detalle en Nuevos
Horizontes para el turismo irlands , bajo los siguientes ttulos :
- Entorno Empresarial .
- Competitividad y la relacin calidad-precio .
- Acceso Transporte .
Tecnologas de la Informacin - y .
- Desarrollo de Productos e Innovacin .
-Marketing & Promotion .
- La gente en el turismo.
- El Sector Gobierno .
- Informacin, Inteligencia e Investigacin .
- Una industria que s anticipa y abarca las necesidades cambiantes de su base de clientes tanto en el extranjero y turistas nacionales - y ofrece a cada cliente un producto, servicio y
experiencia que supera a la disposicin de los proveedores alternativos , tanto en casa como
en el extranjero .
--In the context of the challenges facing both the sector and the wider economy, the Irish
government has integrated tourism into the broader economic strategic framework as a key
component of the countrys economic recovery programme, rather than pursue separate
stand-alone strategies for the tourism sector. This overall strategic approach is complemented
by the work of the tourism agencies.
Existing tourism policy was set in the Programme for government 2011, which set out key
priorities to help the industry survive after some of the most challenging years for decades,
and included commitments on access, marketing, visas and product development (Box 1). Key
commitments in the 2011 Programme for government were reflected in the governments
subsequent Jobs Initiative, with immediate priority actions set out in the annual Action Plans
for Jobs. In 2013, the Gathering Ireland 2013 was an important year-long initiative inviting
people with ancestral links and an affinity for Ireland to play a part in, and benefit from, the
countrys economic recovery by connecting with the people of Ireland, now and in the future.
A cross-departmental plan for the development of the green economy was published in 2012
Delivering Our Green Potential: Government Policy Statement on Growth and Employment
in the Green Economy. The Action Plan recognises that Ireland has an outstanding natural

environment and landscape to support green tourism and activities, as well as an established
international image as the Emerald Isle, which could be built on to promote its green
offering.
In the context of the challenges facing Both the industry and the wider economy , the Irish
government has integrated tourism into the Broader economic strategic framework as a key
component of the country 's economic recovery program , rather than Pursue separate stand alone strategies for the tourism industry . This overall strategic approach is Complemented by
the work of the tourism agencies.
2.6 The Irish Tourism Experience
54. Identifying and analysing the Irish tourism experience, i.e. the experience of the customers of Irish tourism, is of primary
importance in the formulation of Irelands tourism policy and in shaping the competitive position for the industry. From a
supplier viewpoint, there is a natural inclination to define tourism through the perspective of a particular product. While
analysis along product lines can be useful, and provide valuable, if partial, insights, it is essential that overall analysis of the
industry is undertaken from a customer perspective and that the tourism product is defined accordingly. From this
perspective the tourism product can best be described as the complete experience of the tourist from time of departure from
home to the time of return .
3.1 The Components of Tourism Policy
61. Government policy for the development of the tourism sector in Ireland has focused on supporting sustainable growth in
visitor expenditure with an emphasis on a wider regional and seasonal spread of business.
62. The Agreed Programme for Government 2002 recognises that "the tourism industry will continue to be a vital industry
requiring sustained support and investment in the coming years". The Programme sets out 10 priority measures relating to
marketing, access transport, product development and standards, the role of local authorities and environmental
management, the creation of a new National Tourism Development Authority, and the construction of a state of the art
National Conference Centre. The Government regards the maintenance of top class standards and services, and a continued
focus by the industry on value for money, as imperative for the continuing success of the tourism industry.
63. Key policy measures in the recent past have supported:
Product development.
Overseas marketing.
Human resource development/training: primarily focused on the provision of educational, basic training and recruitment
services.
64. The Government White Paper on Tourism Policy 1985 was the first comprehensive statement on tourism policy in
Ireland and set the following objectives:
"To optimise the economic and social benefits to Ireland of the promotion and development of tourism both to and within
the country consistent with ensuring an acceptable economic rate of return on the resources employed and taking account of
tourism's potential for job creation; the quality of life and development of the community; the enhancement and preservation
of the nation's cultural heritage; the conservation of the physical resources of the country; and tourism's contribution to
regional development."
65. The White Paper gave rise to a response from the key industry representative groups. The industry recommended
ambitious targets for the sector that were subsequently adopted by Government. Since the late eighties, the prime objectives
of national tourism policy were clearly articulated in successive national partnership development plans, and within the EU
Community Support Framework for Ireland. Some specific points are that
The New Vision for Irish Tourism/Policy Objectives
66. The New Vision for Irish Tourism 2003 to 2012, as proposed by the Tourism Policy Review Group, has been accepted
as the objective to underpin the strategy for national tourism. It is that Ireland will be a destination of choice for discerning
international and domestic tourists which:

Provides a tourism experience that exceeds customer expectations in terms of friendliness, quality of environment,
diversity and depth of culture.
Has a range of high quality, world-class, competitive products and services widely distributed throughout all the regions of
the country.
Is a vibrant source of foreign and regional earnings throughout the year.
Respects the natural and built environments and supports their conservation and enhancement.
Provides attractive career opportunities in tourism for people with a range of skills and employment needs.
Provides the opportunity for people working in tourism to enhance their skills through experience, training and life-long
learning.
Respects and supports Irish culture in all its diversity.
Provides a positive international profile of Ireland.
67. In short, the vision for Irish tourism is that of a dynamic, innovative, sustainable and highly-regarded sector that offers to
overseas and domestic customers an experience of Ireland which is positive, memorable and beyond their expectations. The
objectives are to see customers of the tourism experience in Ireland repeat that experience and to communicate it positively
to friends and acquaintances. And in meeting these objectives Irish tourism should be seen as a major source and
opportunity for profitable enterprise and as a powerful tool of social and economic development at national and regional
levels.
3.3 Future Drivers of Success
68. Irish tourism is a highly diverse and complex sector. It includes a wide range of operators from both the private and
public sectors. The combined actions of these operators are what determine the success of Irish tourism relative to that of
other countries and relative to the vision, targets and objectives agreed for the industry. The key strategic drivers of success
for Irish tourism have been discussed in detail in New Horizons for Irish Tourism, under the following headings:
Business Environment.
Competitiveness & Value for Money.
Access Transport.
Information and Communication Technologies.
Product Development & Innovation.
Marketing & Promotion.
The People in Tourism.
The Government Sector.
Information, Intelligence & Research.
An industry that itself anticipates and embraces the changing needs of its customer base both overseas and domestic
tourists and offers to each customer a product, service and experience which surpasses that available from alternative
providers both at home and abroad.

Strategic Success Driver 5 Product Development and Innovation


Objective To ensure that the tourism product which Ireland offers to overseas and
domestic customers provides, and continues to provide, a positive and memorable
experience beyond their expectations.
Rationale The Irish tourism product is highly diverse, built around the three pillars of
people, pace and place. It encompasses the natural and built environment, a wide
range of hospitality products and services, a range of visitor attractions and cultural
facilities, transport facilities and, importantly, the interaction with people. The tourism
product is the fundamental determinant of the tourist customer experience on which the
success of the Irish tourism industry rests.
3 Product Clusters: In order to address the under utilisation of certain historical,
cultural and sporting attractions and facilities, it is essential to achieve a better
presentation and more integrated and cooperative marketing of clusters of products
that complement each other and broaden the offerings available to visitors, including
those with disabilities. The clusters can be single product (e.g. golf, heritage etc.) or
multi-product (e.g. golf/health-related, culture/ heritage etc.) and could be promoted
and supported at regional level or on an all-island basis.

Closer linkages between tourism policy and other policy areas including those
dealing with national economic development, regional development, transport,
arts and culture, sport, conservation an environmental planning

Tourism promotes an enhanced awareness and positive appreciation of local


traditions, way of life and cultural facilities

Our marketing efforts were complemented again by the implementation of an


attractive and compelling programme of festivals and cultural events which
served to heighten the appeal of many tourist destinations around Ireland.
Similarly, in the nations capital, The Dubline, a Dublin Cultural Discovery Trail,
also began its development in 2012 with capital funding of over 4 million
secured to bring the project to fruition.

Our marketing efforts were complemented again by the implementation of an


attractive and compelling programme of festivals and cultural events

Elaboracin de definicin de Turismo Cultural

Cultural Tourism embraces the full range of experiences visitors can


undertake to learn what makes a destination distinctive its lifestyle, its
heritage, its arts, its people and the business of providing and
interpreting that culture to visitors.

(Commonwealth of Australia Creative Nation, 1991)

Industrias Creativas

En 2006 Filte Ireland (National Tourism Development Authority) solicita una


consultora para crear una estrategia nueva para el sector.
Preguntas de investigacin

What is the role of Cultural Tourism in delivering on our broader national


tourism agenda?

How can Filte Ireland support other stakeholders and the industry
in capitalising on Cultural Tourism to deliver on the broader
national tourism agenda?

What are the priorities for delivering on this role in terms of the offer,
product development, positioning, marketing and promotion?

Which areas of Cultural Tourism (markets, consumer segments


and corresponding offers) represent the best opportunities for
delivering sustainable growth in the near term?

What is the action plan for how Filte Ireland should deploy its
resources during the planning period to deliver against these priorities
and opportunities?

The core tourism appeal of Ireland is characterised by people, place and pace. Visitors
to Ireland are motivated principally by the expectation of a warm and welcoming
people, the perception of beautiful unspoilt scenery and the relaxed pace of life. The
holiday experience of visitors to Ireland has met or exceeded expectations in the case of
over 90% of visitors

FI to:
understand the nature of demand & pass expertise onto the industry
Ensure marketing individual products ties up with marketing overall
Industry participants to work together for benefit of all
Link to other products e.g. Angling, golf, EFL, inland cruising, etc.
Overall strategic objective of increasing the number and value of visitors, and
improving regional and seasonal distribution.
Main target markets: Britain, USA, Canada, Germany, France, Netherlands & Italy.
Segments: Independent travellers primarily, but also special interest groups and
specialist trade.
Emphasis is on real heritage and authenticity.


Cultural Tourism is mainstream
Culture is central to the current destination strategy for Ireland
Product quality variable versus competition but when packaged with a high quality
visitor experience the bundled package is genuinely compelling
Infrastructural development and visitor capacity issues to be addressed
Cultural Tourism Marketing under-funded - limited resources, poor consumer insights,
limited collaboration between stakeholders.
Filte Irelands focus to date niche areas and reactive
Barriers to Growth

Lack of coherence in cultural offering

Planning Process
Product integration
Marketing & Promotion

Poor international image as cultural destination


Poor information provision (to consumer)

Recommended Initiatives

Product Development measures


Multi Annual funding for arts & festivals
Innovation project on Traditional Culture
Finalise Genealogy Project
Reinvigorate Historic Towns &Villages offering
Image Enhancement measures
Collaborative networks / establish Cultural Tourism Forum

Improved Information/ online ticketing

Urban Tourism
Roll out of pilot integrated ticketing project in Dublin
Development of specific marketing programme for galleries and museums (working
with the Nat Cultural Institutions)
Clustering initiative to be developed in Dublin, Cork, Waterford and Sligo
Development of new themes for historic towns & cities
Continued publicity programme to capitalise on Cork City of Culture

Next Steps
Final Genesis report (16Th June)
Secure stakeholder buy-in to recommendations (Q3 2007)
Pilot traditional culture product (Sept)
Develop new Festivals & Events Fund format (July)
Develop new Cultural Tourism website (by end 07
Factor recommended action plan in 2008 Cultural Tourism Plan (Nov)