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Marketing the Destination not its sectors

26 June 2015

By:
  

Tourism, or the ‘visitor economy’ as it’s better known these days has, over the last few decades, been seen by some as the poor relation to its Finance Industry counterpart. Bringing in 1.2% in terms of Gross National Income in comparison to 34% Finance, (the largest income generator to Isle of Man Government) it’s no wonder the Visitor Economy has lacked the profile of newer industries such as e-Business and ICT.

Marketing-the-Destination-not-its-sectors

The problem with just judging the Visitor Economy on its economic value to the central government revenue is that it misses the bigger picture - it actually underpins all other sectors on the Island. Without a healthy tourism sector, no-one would visit the Island, and if they didn't want to visit then why would anyone want to live and work here?

Destination Management Expert, Maura Gast, summarises it perfectly when she says:

Build a place people want to visit, and you’ll build a place where people want to live.

Build a place where people want to live, and you’ll build a place where people want to work.

Build a place where people want to work, and you’ll build a place where business has to be.

Build a place where business has to be, and you’ll build a place where people have to visit.

It summarises the concept of Destination Management perfectly - regardless of which industry sector my team and I help to promote, we’re selling one thing - the Isle of Man. And unless we help to develop a healthy Tourism industry which includes fantastic restaurants, a huge range of things to see and do and excellent access from the UK and Ireland then the business sector will struggle to attract the best and brightest talent from home and further afield.

NB: Figures quoted from Isle of Man National Income Accounts 2012-13.

Posted Comments

Hi Aly,
Good food and great restaurants are a huge tourist lure. Look at Tasmania, King Island and Kangaroo Island in Australia. All small in varying degrees, but "must go" destinations for the dedicated foodie with a generous spending profile.
Fraser



Fraser Seith29 Apr 2016
Well said Aly. And a few further points...

Incoming visitors also contribute substantially to the sustainability of our transport links - filling planes and boats which would otherwise be running empty. Visitors don't need expensive public services such as prisons, education and social care and so their money makes a very significant contribution to our economy. They also don't do internet shopping but spend on local products and services when they are here so the total impact of their spend is far greater than that of local residents.
Most tourism businesses are locally owned so the profits stay on island. All these things considered together and you can safely say that in economic terms the impact of inbound tourism is significant and probably understated in the traditional official figures.Edmund Southworth, Director Manx National Heritage30 Jun 2015

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