After already establishing the basis of the theoretical view of this report, it is now required to reflect on how the evidence will be composed to support the theory and research within this report. There are a number of ways in which this research will be collected. Firstly it will be important to establish what an actual event is as well as definitions of the terms hospitality, travel and tourism. This can be done through secondary sources such as books e. g. Allen, O’Toole et al 2011, websites and newspapers.
The chosen event will then show how it has impacted the hospitality, travel and tourism industries in Belfast as well as how the Northern Ireland Tourism Board had this planned as part of Northern Ireland’s preparation of making Northern Ireland a huge tourist destination. Introduction The subject matter of this report is too educate how a major event can influence the hospitality, travel and tourism industries, looking a single event in particular, so that the impacts are more in a personal tone rather than generalising to looking into events as a whole.
Definitions will be given of what an event, hospitality, travel and tourism actually are. Topics will include information on the chosen event that will be discussed in greater detail, Belfast as a tourist destination, important impacts on the hospitality, travel and tourism industries. Benefits of a major event within a city. How a major event can impact on a city or destination improvements, and a brief incite into Northern Ireland’s Tourist Board’s plan for Northern Ireland to become a huge and popular tourist destination in the future. Investigate how a major event can influence the hospitality, travel and tourism industry.
For this report I have chosen to research and ‘Investigate how a major event can influence the hospitality, travel and tourism industry. ’ The event in which I aim on investigating is the opening if the Titanic Signature Building. This report will explain in detail how the opening of the Titanic Signature Building influenced the hospitality, travel and tourism industries. Within this report you will be introduced to the main question of this report. Topics will include talking about the building itself, its visitor numbers, Belfast as a tourism destination, the impacts the building had on Belfast’s hospitality, travel & tourism industry.
“The hospitality and tourism industry is a multi-billion-dollar industry with 700 million international travellers per year around the world,” said Zainal (2012) in his book, ‘Current Issues in Hospitality and Tourism: Research and Innovations. ’ According to the oxford dictionary the exact definitions of what an event, hospitality and tourism actually are. “An event is described as a thing that happens or takes place, especially one of importance, a planned public or social occasion. ” “Hospitality is the friendly and generous reception and entertainment of guests, visitors or strangers.
” And the definition of tourism is the “temporary movement of people to destinations outside their normal places of work and residence, the activity undertaken during the stay in those destinations, and the facilities created to cater for their needs. ” According to Northern Ireland Tourist Board (NITB) the Northern Ireland vision is, ‘To create the new Northern Ireland experience and get it on everyone’s destination wish list. ’ As the well-known slogan for Northern Ireland 2012 was that “Northern Ireland 2012 is our time, our place” This means that NITB have stated that they think Northern Ireland is a rising tourist destination.
And that Northern Ireland is trying to offer a unique way to be involved and to celebrate. And we as a city need to take our story to a wider audience. So as part of this transaction to take ‘our story’ to a wider audience, the Titanic signature building project started. Shone and Parry (2010) said that “for a town or city wishing to become a tourist destination, elements such as attractions, accommodation, transport, infrastructure and facilities must be present. ” Belfast has been in the middle of this process over the past few years, and especially as 2012 was meant to be ‘our time, our place’ Belfast certainly lived up to this.
And a huge part was the titanic signature building. The Titanic Signature building is the world’s largest Titanic visitor attraction & 400,000 visitors were expected to visit the building per annum & 900,000 per annum footfall through the building. Within the first 6 months, 500,000 people had already visited Titanic Belfast. “One of the most important impacts is the tourism revenue generated by an event. In addition to their spending at the event, external visitors are likely to spend on travel, accommodation, and goods and services in the host city.
Titanic Belfast was part of NITB’s plan to attract visitors to Belfast and Northern Ireland with a consequent increase in revenue, which will generate jobs and income. Based on projected visitor numbers its one off the most expensive buildings of its kind in Europe. It cost ? 77million to construct, with most of the funding (? 60million) coming from the public’s wallet. Mike Smith, the chief executive of the building said that, “We think the building is good value for money.
” The opening of the Titanic Belfast produced instant employment benefits as it was estimated that 200 people would be needed to work in the building. The projected increase in visitor numbers, from within the UK and Ireland as well as internationally, will lead to a corresponding demand for local hotels and services, therefore generating job opportunities in the construction and hospitality sectors. Allen, O’Toole et al 2011, talked about how a major event has potential to bring ‘new money’ into Belfast from outside visitors.
“The role event tourism is required to play in a destination’s tourism development efforts will vary according to the overall tourism strategy that is being pursued. ” (Allen, O’Toole et al 2011) Belfast is now a popular short-break destination and one of Europe’s top visitor destinations. In 2006, Belfast had 6. 8 million tourists compared to 2011 when we had 7. 86 million tourists. There was quite a number if impacts the opening of Titanic Belfast had on tourism on not only Belfast but Northern Ireland as a whole.
The Titanic Signature building is located only 5 minutes from the city centre, so therefore this increasingly popular tourism attraction is not difficult to travel to, there are buses to the Titanic Quarter every 10-15 minutes from the City Centre. It is also within walking distance. The city centre is always crowded with tourist companies who are there to promote tours of the city, these tours run every day and very frequently, they seem to be every popular and since the opening of the Titanic Signature Building, a new tour opened up that was solely about the Titanic alone and it’s attractions.
“Events add to the range of experiences a destination can offer, and this then adds to its capacity to attract and hold visitors for longer periods of time. ” (Getz and Wicks 1994) Since the opening of the Titanic Building, this saw Belfast’s biggest jump in hotel occupancy in March 2012 in nearly a decade and a 12% year on year hike in revenues. Then in April saw the year on year occupancy in Belfast’s leading hotels increase by 25%, the average is usually are 15% over April 2011.
Belfast’s PWC partner Stephen Curragh said, “Overall, 2012 has been a successful year for Belfast hotels thus far, but it is off a very low base and will require sustained visitor numbers to bring Belfast back to pre-downturn levels of profitability. ” Allen, O’Toole et al (2011) said that events can also provide a significant spur to both public and private investment in a destination. Large scale events can play in destination renewal and in the later development of a destination’s attractiveness and capacity as a tourist destination.
NITB have identified excellent events and business tourism as two of their winning themes with the potential to deliver competitive advantages for Northern Ireland as part of their tourism Strategic Framework for Action 2004-2007. NITB said, “Note for the Excellent Events theme, research confirms that events are an effective tool for changing perceptions and attracting visitors. ” Opportunity 2012 2013 2014 2015 Total Additional Visitors 150,00 333,000 200,000 150,000 833,00
Additional Revenue ?24 million ?52 million ?34 million ?30 million ?140 million Created Jobs 612 1,326 867 765 3,570 This table, which can be found on NITB’s 2012 guide, shows NITB’s goal for the future, which is to increase tourism spend to ? 1 million by 2020 and to increase visitor numbers to 4. 5 million by 2020 It shows NITB’s plan in more detail. In 2013 their plan is at its peak by expecting to have 333,000 additional visitors into Northern Ireland which will then create 52 million additional revenue and will generate 1,326 extra jobs in Northern Ireland.
Events can affect the hospitality, travel & tourism industries in many ways. In Belfast due to the opening of the titanic building we have shown you that there has been quite a high incline in Belfast as a tourist destination. Overall we found that the Titanic Building has had an positive impact on hospitality and tourism in Belfast. “2012 is about changing global perceptions and trying to get tourists to come to Northern Ireland,” – Arlene Foster.