Northern Ireland Tourist Board

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Northern Ireland Tourism Toolkit

Wendy Gallagher, Causeway Coast Foodie Tour

Knowing Your Customer and Growing Your Business

The Northern Ireland Tourism toolkit is intended as a reference manual providing you with information about specific areas of the tourism industry with a particular emphasis on marketing. Its aim is to help you make good decisions about where and how you promote your business.

It provides you with information and ideas about how your business can position itself to benefit from growth of tourism in Northern Ireland including visitors from within the island of Ireland and from abroad. It should help you understand your customers and you should be able to use this knowledge to fine tune various elements of your business to target them effectively. The toolkit is intended as a reference manual providing you with information about specific areas of the tourism industry with a particular emphasis on marketing. Its aim is to help you make good decisions about where and how you promote your business. It is laid out in four sections.

Knowing your customer and growing your business

1. Context
This section provides you with an overview of the tourism industry in Northern Ireland and how trends in the purchasing habits of customers and changes in their expectations are affecting tourism.

2. Your Customers

This section is intended to help you better understand the different markets that are available to you; the types of customers that are likely to choose Northern Ireland as a holiday destination, and what they are looking for in their visit.

3. Your Business
This section is intended to help you analyse them strengths and weaknesses of your business in terms of what potential customers expect when searching for, paying for, and experiencing a holiday.

4. Networks & Support
This section provides you with information about the support networks that are available to you and how the industry can work together to maximise the region’s potential as a tourism destination.

Hear from Wendy Gallagher, Causeway Coast Foodie Tour on how she used the toolkit to start and develop her business idea.