Our priority to 2032 will be to triple our holiday and short break demand. We will target four key UK and Irish holiday and short break markets:
Traditional Travellers
Our current core market of returning and regular visitors: emptynesters and retired couples that like to take things at a leisurely pace, want to take closer-to-home breaks, and come for our heritage and culture.
Read the Traditional Travellers customer persona here.
Curious Explorers
Emptynesters and older couples that like to take holidays off the beaten track and discover new places. They have a wide range of interests and enjoy heritage and culture, the outdoors and nature.
Read the Curious Explorers customer persona here.
Experience Seekers
Pre-family couples and friends that love to socialise and try new things. They are very experience-led, want to escape to the country, and look for a balance between relaxation and active leisure time.
Read the Experience Seekers customer persona here.
Family Adventurers
Families and extended families that want to spend quality time together on holiday. They are looking for play-focused attractions and activities for younger children and active, family-friendly outdoor pursuits for older children. Family-orientated accommodation that provides a safe and welcoming environment for children is important.
The core focus in the initial three years of the implementation of Our Island, Our Future will be on extending the season by targeting the Traditional Traveller and Curious Explorer markets. The potential for growth in the Experience Seekers and Family Adventurers markets will be more in the medium to long-term, once the visitor accommodation, attractions and activities products are more developed for these markets.
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Increase awareness of the Isle of Man as a place to visit and holiday;
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Create effective marketing partnerships between Visit Isle of Man, visitor businesses and the travel trade;
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Encourage more bookings and higher visitor spending.
It is important to understand our visitors' motivations and interests to create compelling marketing campaigns, suited for the audience. Consumer behaviour is constantly changing with new trends influencing the decision making process. Alongside this is an ever-evolving proposition as we aim to meet the requirements of our visitors.
Given this, we've decided to build on the tremendous traction gained from the Extraordinary Story campaign. 'Extraordinary is...' is a new chapter of the Extraordinary Story that's born to showcase the many ways of how and why the Isle of Man came to be the first entire nation in the world to be recognised as a UNESCO Biosphere Reserve - a proud testament to the richness and scope of the Island's awe-inspiring nature, its ancient and compelling history, and the vibrancy of its culture.
To read more about our 2022/23 marketing campaign and to learn how you can get involved, click here.
