Having returned and now rested from a whirlwind week of engagements, events, gatherings and scatterings at Milwaukee Irish Fest followed by a series of meetings in New York City the local delegation led by MP Paul Maskey and chairperson of Fáilte Feirste Thiar are in confident form as to the lasting impact the first of its kind tourism and business trade mission to the USA will have on our local development as an emerging destination.
The trade mission, was led by West Belfast MP Paul Maskey , supported by a cross section of organisations representative of the local tourism and business sector, including: Harry Connolly of Fáilte Feirste Thiar, Kevin Gamble of Féile an Phobail, local musician and representative of Gaeltacht Quarter Grainne Holland along with Sam Baker constituency manager of Sinn Féin and Frainc Mac Cionnaith events manager at An Chultúrlann.
The mission had two elements, the first being attendance and participation at Milwaukee Irish fest and the second element being a day of business engagements in NYC facilitated by Tourism Ireland and NI bureau.
Whilst in Milwaukee the group attended a host of events and engagements including:
· Paul Maskey MP attending a lunch/event with Irish Fest senior management and The Ulster Scots Agency.
· Paul Maskey MP spoke at the launch of Irish Fest.
· Attendance at an opening night VIP reception which included policy makers, civic leaders, Irish ambassadors and tour operators.
· Paul Maskey MP spoke at a civic reception at Milwaukee City Hall which was also attended by the delegation. Local media was also present. We presented the Mayor of Milwaukee with a gift from West Belfast.
· We attended a lunch with representatives from Irish Festivals from across the length and breadth of the USA.
· We attended a Tourism Ireland organised event on ‘The Gathering’, also attended by leading Irish American tourism figures.
· Delivered two talks at ‘The Hedge School’ on Féile 25. Gaeltacht Quarter and our unique offering.
· Attended a closing reception which allowed us to consolidate contacts.
In addition to these engagements which gave the delegation access to key individuals and organisations they also ran a stall in a section of the festival grounds which provided them with an enormous opportunity to showcase our destination to ‘would be’ visitors thinking about or already planning to travel to Ireland.
Needless to say they seized the opportunity that the stall presented which essentially allowed them to:
· Secure group visits to West Belfast and Gaeltacht Quarter.
· Secure commitment from at least 750 people that they will visit West Belfast and Gaeltacht Quarter.
· Align our brand to other major Irish destination brands such as Shannon region, Titanic and ‘The Gathering’.
· Showcase and promote our tourism offering.
· Develop interest in the stall through the running of a jersey and CD competition, this proved to be hugely popular.
· Engage with festival volunteers and staff.
· Showcase local artists in particular Grainne Holland.
· Showcase our immense hospitality offering including local businesses.
· Articulate the uniqueness of our product and showcase the vital role of the Irish language.
· Distribute thousands of leaflets, programmes and brochures on our major attractions.
· Distribute business cards for follow up to those expressing an interest in coming to West Belfast.
· Develop relationships with TIL staff and other destination representatives.
· Consolidate contacts with Milwaukee hurling club.
The second element of the trip was based at NYC and facilitated by both TIL and NIB.
It involved essentially a sales pitch to TIL staff responsible for penetrating the American market place and for all marketing of Ireland in the US. This was an insightful meeting with TIL staff embracing our offering and outlining a whole range of opportunities for us to immediately avail off. ‘The Gathering’ initiative featured very strongly here also.
NIB hosted a dinner in NYC which included leading figures from the art and cultural community within NYC including theatre owners, business people, Invest NI, Irish language lobby groups and leading figures within Irish America. This event allowed us to talk about our plans and recent successes. It also allowed us to pursue new relationships, consolidate contacts and showcase our investment prospectus.
Paul Maskey MP said:
“Since becoming MP we have adopted the attitude that nothing will come our way by chance, any investment or benefit to the constituency will have to be hard fought and we must get out there and grab it! This groundbreaking mission was part of that programme of work. Whilst in the US we secured the support of many influential policy makers from the world of politics, government and business. The real work begins now to turn the commitments gained into a reality and we have a programme in place to ensure we do that. The hospitality shown by all who we met was first class in particular from Milwaukee Irish fest – this hospitality is evident of the strength of our brand and indeed the goodwill that exists in Irish America. The challenge for us all is translating goodwill to tangible benefit”
Kevin Gamble Féile an Phobail said:
“From a festival perspective, the sheer scale of the Irish Fest in Milwaukee was overwhelming. Seeing 3,000+ volunteers working from noon till dawn across a 48 acre site to bring a little taste of Ireland to the USA was fantastic. We would hope to build on this experience by further developing the site at the Falls park to incorporate a wide range of Féile activities, all at one site in the heart of West Belfast. This will help attract greater numbers of tourist, funding, local spend, jobs and also raising the profile of West Belfast nationally and internationally. We also had the opportunity to promote West Belfast, The Gaeltacht Quarter and Féile25, and the interest shown by people to come here next year and experience our own unique Féile and all that West Belfast has to offer was huge. “
Frainc Mac Cionnaith, Gaeltacht Quarter said:
“The Irish language and Culture was central to our sales pitch and was warmly received. It was what gave us the stand out in the market place we needed. This mission was good for An Cheathrú Gaeltachta and a further milestone in releasing its full tourism potential”
Grainne Holland local artist said:
“As a local artist it was an amazing opportunity to showcase local music and all that is great and good about our community and An Cheathrú Gaeltachta.”
Harry Connolly Fáilte Feirste Thiar said:
“As this was the first time we embarked upon a trip as ambitious and of this scale, we recognised from the outset that there would be key learning outcomes for us to develop and build upon. We developed an appreciation of the sheer scale of the US market and the yet untapped tourism and business potential that resides there for our benefit. We need to continue the momentum gained from this trip as we head towards a hugely significant year for us in 2013 with the anniversary celebrations of Féile 25 and Blain Na Gaelige - celebrating the Irish language. Trips like this set us up for what’s down the line. We have proven yet again that our brand is strong, unique and resonates within the international market place. Now is the time to seize the moment and see the real impact on the ground by way of increased investment in our tourism assets and by a further increase in tourism footfall.”
A big thank you to all our funders and sponsors. A cocktail of funding made the trip possible with a number of organisations providing additional in kind support. This included:
· Foras Na Gaelige - Sponsorship
· Ortus Business Development Agency - Sponsorship
· Belfast City Council – Funding
· NI Bureau (NIB) – Hosted a dinner with leading cultural figures in NYC.
· Tourism Ireland (TIL) – Advice, support and set up meetings with their staff and some Irish American publications.
· O’Neill’s sportswear – Design of promotional merchandise (in kind).
· American Holidays – Sponsorship