Fáilte Ireland presented to the Sport for Business Sport Tourism Group at Croke Park yesterday.
They outlined how they are able to support the bringing of major and not yet so major events to Ireland as part of a detailed yet winningly simple strategic plan that all of us with an interest in sport in Ireland can both understand and get behind.
The model for events, of which the majority are related to sport, is based on the success of the business events strategy that has grown in value from €16 million to €120 million over recent years delivering genuine value for Ireland from ambassador programmes and assistance with bidding.
The value of a business conference visitor to Ireland has been researched and analysed and comes in at a value of €1,500 to the nation. That is through transport, accommodation, food and drink and discretionary spending.
At present the value of a sports tourist is largely unknown though pitched at around €500 for planning purposes.
Research
A significant piece of research is taking place though around major events won for 2016 which will give a clearer picture and more detailed understanding of where to direct supports in the future.
As part of the current three year strategic plan a target of €20 million has been set for the value of events being brought into the country. The Events Unit team gave us good indication yesterday of the thinking and planning that goes into providing assistance in the promotion of Ireland as an Event Island.
With key events already secured matching that target for 2016, there is a confidence now that the targets and the value will increase over the coming years.
We learnt yesterday of the different elements that make up this value and are available to sports governing bodies and event promoters who match up to clear and open criteria.
The state has less of a role to play now in sponsoring major events. The support for the Irish Open Golf tournament has largely done its job of promoting Ireland as a golf destination and the involvement in future renewals of the event, now that it is back on a much more even footing, is being transferred to Sport Ireland to look at different objectives including developing young talent in the sport.
It is keen though to provide real and meaningful support to promoters bringing events to Ireland.
Range
The range of those events in 2016 is substantial, ranging from support that has enabled the staging of the Japan Karate European Championships in City West last weekend through to the Venture Cup Powerboat Race around Ireland in June and the World Offshore Angling Championships in Wexford later in the year.
The College Football Classic is another major event that has been supported through a variety of state means beyond a simple cash injection while support has also been strong for the GAA World Games, details of which were announced yesterday, Sports and Tech 16, the major new global event coming to the RDS in October and more.
“The greatest benefit comes where groups of stakeholders and communities really pull together and that is what we want to encourage through relevant supports in the sports area,” said Paul Keeley, Director of Business Development at Fáilte Ireland who led the team engaging with us yesterday.
“We now have a team of four, led by Jennifer Churchward, who are willing to listen, engage and support those who are keen to build sustainable tourism events or the stepping stones that will lead to them in the future.”
Shared Knowledge
The value of shared knowledge will be an important element of growing Ireland as a leading event island.
There are relationships in place that assist in terms of the identification and planning for a bid.
The Sport for Business Sport Tourism Group will, as a next step in the process, host a series of Knowledge Transfer Events where we can look from the different perspectives of sport, airlines, hotels, promoters and other stakeholders at the lessons learned from key events and how they can help shape an ever more professional and productive approach to events with the support of Failte Ireland.
Thank you to Fáilte Ireland for being with us, to Peter McKenna and Croke park for hosting yesterday’s meeting and to all those from across the sport and tourism industry who are part of the group.
