Building Destination Through Collaboration

4. The Role of Collaboration in Domestic Markets 

The role of collaboration in domestic markets is similar to the role of collaboration in global markets. Tourism businesses must present themselves as a united front to 

• Raise the profile of the destination as a compelling place to visit 

• Create opportunities for the destination and the tourism businesses within it 

When working as a team within destinations to maximise conversion opportunities from domestic customers through collaboration, tourism businesses need to be aware that global and domestic customers wish to engage with destination Northern Ireland in diverse ways. 

How Global Customers Engage with Destination Northern Ireland: 

Experiences that are part of the fabric of daily living in Northern Ireland can be really compelling to a global customer who wishes to understand what it is like to live in this destination.

Global customers want to gain insights into what the experience of living in and being from Northern Ireland is like.  In this case, what might be everyday to someone living in Northern Ireland might be extraordinary and compelling for a global customer. An example of such experiences might include sheep herding, visiting a bog, picking mussels, or making soda bread. 

By contrast, people living in Northern Ireland and throughout the island of Ireland will largely know about these everyday experiences.  Such customers would rather be treated as visitors rather than tourists in Northern Ireland and they are specifically looking for insights into places, people, things to do and see that are known and enjoyed from a local perspective.  

While this is also true of a global customers, these insights are key to ensuring that island of Ireland customers engage positively with the destination. Therefore, when presenting destinations within Northern Ireland to island of Ireland customers, local insights like the following are appreciated and should be shared 

• Best places to stay and eat 
• Best places to swim 
• Inspiring landscapes 
• Things local people like to do on a cloudy day
• Locally known walking trails
• Local foods and artisan food providers

Island of Ireland customers want to be treated as visitors and really appreciate shared local insights into places to visit, things to see and do. To convert domestic customers, tourism businesses can collaborate to ensure this need is met and these insights are shared.