Aged Tourism challenge or opportunity for the modern tourism market 3 rd TOURage Annual Conference: making our tourism services Age Friendly and offering what the older customer wants Pat Doherty Regional Development Consultant Age Friendly Ireland Page 1
Age Tourism Challenge or Opportunity Age Friendly Cities and Counties Page 2
In Europe more people living longer.. and holidaying! 50+ possess 50% of disposal income and 75% of wealth Poland 2010 13.6% 65+ 2030 36% 65+ (Eurostat 1/2010) Europe 2011 the 65+ market made 30% more trips and 23% more overnights stay than in 2006 (Eurostat 43/2012) 2010 17.4% of EU pop 65+ 2030 23.6% of EU pop 65+ (Eurostat 1/2010) 65+ have 6.6bn income but attract 10% of marketing spend of marketing spend 65+ accounted for 20% of total tourism expenditure and 30% of package travel expenditure (Eurostat 43/2012) Page 3
Age Friendly Cities and Counties A global effort to make a real difference Led by World Health Organisation Framework for developing age friendly communities Hundreds of cities and communities in a WHO global network Ireland s national programme started in 2009 Dublin Declaration signed 2011 / 2013 Age Friendly Ireland 2014 Atlantic Philanthropies 4
Where we live, impacts on How we live Development of the WHO programme making a difference WHO global initiative started in 2007, 33 cities and towns Multi-agency collaboration Civil, Public, Voluntary and Commercial society working in partnership Active citizen engagement leading to co-designing of responses Outcomes driven Embedding WHO Principles in fabric of everyday life 8 key themes responding to changing needs across the life cycle Page 5
What does Age Friendly Mean? the World Health Organisation Themes 1. Outdoor Spaces & Buildings 2. Transportation 3. Housing 4. Social Participation 5. Respect & Social Inclusion 6. Civic Participation & Employment 7. Communication & Information 8. Community Support & Health Services Page 6
Age Friendly Programme Becoming Age Friendly Local collaboration A place where leaders and decision makers from the local authorities, health and social services, Police, transport, service providers, NGOs, business (hotels, restaurants, etc.) and academics... Local consultation form an Alliance consult extensively with service providers and older adults, forming an Older People s Council make a plan and implement real change in imaginative and costeffective ways Joined up, real change Creating ; supports to stay at home, better public spaces and parks, transport that meets needs, safer places, more opportunities to participate, better health services new opportunities to volunteer 7
Age Friendly Ireland Who we are Age Friendly Business Older People Remaining At Home National Chairpersons Group Programme Coordinators Support Networks Age Friendly Ireland in Action National Implementation and Integration Group Age Friendly Towns (16) Expert Advisory Group NGO Forum 26 (31) Age Friendly Programmes Age Friendly Libraries Page 8
The Story so far in Ireland Donegal Existing (16) Leitrim Monaghan Mayo Clare Limerick City & County Sligo Galway City & County Cork City Longford Offaly Waterford County Cavan Westmeath Laois Kildare Kilkenny Waterford City Meath Fingal South Dublin Louth Dublin Carlow In Progress (9) Yet to sign up (6) 8 Page 9
How age friendly are our tourist attractions Staff, Infrastructure and product WHO domains in action Age Friendly Business Page 10
Outdoor Spaces & Buildings Universal design Accessibility receptions / congregation areas Facilities e.g. toilet and seating, location and design Good signage in and around the tourist product Circulation areas appropriate to older customers Walkways are clean and non slip and hand rails provided, good lighting Page 11
Transportation How easy is it to get to your product Can older customers get to other attractions easily Where is the nearest public transport drop down Information on transport is available that is age appropriate Page 12
Housing Reasonable Accommodation is designed with regard to older customers Universal Design principles used Attractive pricing structure to attract older customers Ensure noise free areas and accommodation is available Page 13
Social Participation Local business and tourist community shape offers for older customers Information on activities for older customers is provided in area Page 14
Dignity, Respect & Social Inclusion Treat older customers with courtesy Acknowledge their intelligence, needs, aspirations and independence Treat them as individuals Talk to them and not at them or about them Include older customers in decision making Actively seek feedback from older customers Age Champion staff Page 15
Civic Participation & Employment Employ older people Encourage older people to get involved as volunteer guides in area Page 16
Communication & Information User friendly information Emergency procedures Involve local older people in the development of information and communication tools Page 17
What does the older customer want.. Walking holidays Golf breaks Educational holidays Outdoor activities Cultural holidays Package holidays To see the world..( on their door step Europe is getting smaller Visit family Page 18
Age Tourism in action Partnerships, work in partnership with other providers to package an area e.g. The Gathering 2013 & the Wild Atlantic Way, Camino de Santiago. Bite size package holidays Age Friendly Restaurant Guide Kilkenny Age Friendly Towns Ballinasloe & Foxford Page 19
Bite Size Breaks Page 20
National tourism Initiatives get your national tourist body on board 2013 2014 Page 21
Age Friendly Restaurant Guide, Kilkenny Half Portions Older People Discounts Large Font Menu Home Delivery Service Special Diet Requests Age Friendly Business Guide, Ballinasloe Page 22
Finally - Age Friendly Programmes benefits local tourism Provides a forum to engage with older customer customer research, market and testing Age Friendly Programme is an established and successful model that is worldwide Age Friendly Programme brings together Statutory, NGO s, Educational and Commercial alongside older people WHO principles will prepare you for growing market Assist in successful planning Page 23
Involve, Listen, Respect older people as customers, and. THEY WILL BE BACK Page 24
Thank You Questions? www.agefriendlyireland.ie Page 25