THE passenger survey first quarterly report shows an overall decline of 4.6% in visitor numbers.
Whilst PVPAs are showing a 9.5% drop on last year the weather in the first quarter, particularly January, was bad with an estimated 7,000 passengers lost. The airport remained open but airports in the UK were closed.
The TV advertising campaign commenced in February of this year and ran until mid-March over a 4 week period. A post-awareness campaign has been carried out and the results showed a positive awareness of the Isle of Man as a destination.
This report was issued in draft form and is currently being further evaluated to help plan further campaigns subject to budget approval from Treasury. It is intended to submit this application for consideration very shortly.
The Tourism section of the Department of Economic Development is currently working with all carriers to the Island on joint marketing initiatives with the first to commence during May of this year.
A meeting has been set up with representatives of easyJet in the very near future to discuss their plans and initiatives.
A direct mailer and online campaign will commence in May with the focus on this campaign being data collection which will feed into our Customer Relationship data base.
Outlook
It is expected that 2009 trends will continue with the visitor economy heavily influenced by the macroeconomic climate, uncertainty surrounding the Euro, and the change of Westminster government. Visit Britain predict that international visitors will continue at reduced levels.
However the “staycation effect” is expected to continue with short breaks and “nano-breaks” (single nights away) a significant trend, as is the tourist’s emphasis on value for money.
Early indications suggest that the Manx visitor economy will align with these trends. Self catering establishments are reporting a good level of bookings throughout the main season and both Preston Holidays and Premier Travel are indicating a growth in visitor bookings to the Island for 2010.
The arrival of easyJet as a carrier from late May is expected to increase the take up of short breaks particularly as this carrier’s scheduling will require an overnight stay as there is only one flight planned per day.
The Isle of Man Tourism team continue to promote visits to the Island through a range of channels including exhibitions, public relations and paid advertising off Island, whilst encouraging the tourism industry to maintain a high quality service, offering good value for money to both leisure and business visitors.
