Drive to grow tourism industry in the county

KEY members of Kerry's tourism industry gathered in Killarney last week to discuss how the sector can be further developed.

On Thursday tourism businesses attended a workshop on 'Driving Growth Through Segmentation' organised by Fáilte Ireland at the Muckross Park Hotel. The event, the third in a series of 11 workshops which are currently taking place across the country, concentrated concentrate on how to secure growth and win additional market share in the four main markets of Great Britain, US, Germany and France who between them deliver 70 per cent of overseas visitors to Ireland.

In 2013 Irish tourism saw significant growth in overseas numbers with an overall growth of 7.2 per cent.

"At Thursday's event in the Muckross Park Hotel, we presented our new domestic and international segmentation models, based on extensive market research, to the tourism industry in Kerry. Before we set about developing and marketing Irish experiences we must first understand the needs and motivations of our potential customers. Having such insights is imperative to stay ahead of the competition," said Fáilte Ireland's Jenny De Saulles.

"The workshop was interactive and explored the experiences that visitors from these markets such as Great Britain, US, Germany and France are looking for, the most effective ways to reach them and how to sell Kerry more effectively."