Competing Through People

1
Competing Through People
The National Tourism Development Authority

• Kevin Moriarty, Head of Division
• Professional Development
• Fáilte Ireland

2
Positioning Tourism

• Quality or Price
• Not an either / or question
• Balance both while providing Value for Money

3
New Horizons for Irish Tourism

• National Targets
• Double overseas visitor spend 3bn to 6bn in
  2012
• Increase visitor numbers from 6 million to 10
  million
• Increase domestic holiday trips from 3 million to
  4.3 million

4
New Horizons for Irish Tourism

• Issues / Concerns
• Loss of competitiveness
• Price-related concerns
• Under-utilised capacity
• New destinations
• Consumer buying patterns
• 6000 new entrants to 2010
• Culturally diverse workforce
• Product innovation
• Core values

5
New Horizons for Irish Tourism

• Vision for Irish Tourism
• 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 regions of the country

6
Clare has much potential

• Key Attractions
• Cliffs of Moher
• Killaloe Heritage Centre
• The Burren Centre
• Bunratty Castle and Folk Park
• Craggaunowen
• Ailwee Caves
• People

7

• To provide a premium product that delivers
  consistent quality based upon the highest
  standards of skills and service
• The right People
• The right Skills

8
People in Tourism

• People are an integral part of the tourism
  product / experience
• Their capacity to deliver has a direct and
  significant impact on customer experience

9
Visitors Attitudes Survey 2004

10
Rating of Ireland on Destination Issues Very
Satisfied
11
Recommend Ireland
12
Tourism Learning Network

• 34 County Based Network of Tourism Businesses
• Business Skills
• IT Skills
• Learning Networks

13
Tourism Small/Micro Businesses

• Access / Cost / Time
• Disruptive
• Relevance Application

14
Eight Recurring HR Themes

• Flexibility
• Participation
• Performance Management
• Recognition
• Reward
• Communication
• Learning Development
• Empowerment

15
HRM and HRD
Key Elements in Tourism Profitability
16
Information Sources That Influenced Choice of
Ireland
17
Importance of Factors in Considering Ireland for
a Holiday Very Important
18
Overall Opinion of their Irish Holiday