the signature project experience
how well do they deliver?
Titanic and
Maritime Belfast
experience
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nitb.com/research
Titanic and Maritime Belfast Experience
What is the Titanic and Maritime Belfast Project?
Identified for its potential to create international standout and world class excellence for Northern
Ireland, the Titanic Signature Project is based on the Titanic and Maritime Belfast theme. The Titanic
Signature Building, which will be located at the heart of Titanic Quarter, will showcase the story of
Titanic and the wider theme of shipbuilding and seafaring in Belfast, including the engineering, industrial,
social, cultural and economic origins and connections. The Titanic Signature Project will form part of a
major urban regeneration Project of the former Harland and Wolff shipbuilding yards at Belfast Titanic
Quarter.
Proposed Signature Building
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In addition to the Signature Building, the TSP comprises a number of authentic heritage assets, including
those directly linked to Titanic such as:
H&W Headquarters and Drawing Offices
SS Nomadic and Hamilton Dock
Titanic’s Dock and Pump House
Titanic and Olympic Slipways
Lagan Legacy – MV Compliance
The Titanic Signature Building is due to open in 2012. Currently Titanic and Maritime Belfast can be
experienced through a series of guided tours including taxi, walking, bus and boat tours. These include
Thompson Dock and Pump House, where RMS Titanic had its final fit-out, the Titanic Memorial in the
grounds of Belfast City Hall, Titanic Churches and Graveyards and a walking tour of Comber, home of the
Andrews family. There is a permanent Titanic Exhibition at the Ulster Folk and Transport Museum and
the Harbour Commissioners Office in Belfast houses a table said to have been commissioned for the
Titanic. Each year, Belfast celebrates and commemorates Titanic in its springtime ‘Titanic - Made in
Belfast Festival’, comprising a rage of events across Belfast.
Thompson Dock and Pump House
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Research Methodology
In 2009 NITB implemented a survey of around 1,500 leisure visitors and domestic holidaymakers staying
in Northern Ireland (ie excluding day trippers), completed on-line after returning home from their recent
visit. In addition, a series of more in-depth face-to-face interviews were completed with visitor and
domestic leisure staying and day trippers in the Signature Project areas.
PART 1 – Profile of Behaviours and Attitudes
Who visited?
Less popular with visitors than the Giant’s Causeway and Walled City, however
33% of leisure tourists visited the area associated with the Titanic and Maritime Belfast
Signature Project
28% had visited attractions related to the Titanic and/or Belfast’s maritime history
14% had undertaken a tour related to the Titanic and/or Belfast’s maritime history
Attracts highest proportion of its visitors from GB
the majority of visitors were from Great Britain (37%)
14% were European visitors and 24% from North America
the lowest proportion of visitors were from NI/ROI (4% NI, 6% ROI)
Also includes high levels of visitation to other Signature Projects suggest self-drive and coach touring
segments within the Titanic visitor profile
three quarter of these visitors also visited the Giant’s Causeway
41% also visited the Walled City
around one quarter also visited the Mournes and/or St. Patrick Christian Heritage area
22% main form of transport was private/tour coach
A further segment relates to city breakers
over 60% of visitors to the Titanic and Maritime Belfast SP entered NI via a NI air or sea port,
likely due to the greater numbers of GB visitors but also be reflective of the location as a city
break destination
the proportion of visitors who used a car within NI (50%) was the lowest of all of the SPs
higher proportions than other SPs used taxis or public transport
a high proportion of those staying in the area were on short breaks
Appeals more to younger visitors than other Signature Projects
almost one third of visitors under the age of 35 and therefore more likely to be travelling with
young children (12%) compared to other SPs
40% aged 35-54
the smallest proportion (28%) of visitors age 55+ - fewer in proportion than any of the other SPs
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Over half stayed in a hotel while in Northern Ireland (52%)
likely due to the wide range of hotels on offer in Belfast and also coach touring segment
32% chose Guesthouse/B&Bs, likely those on self-touring trips
21% stayed with friend/relatives
Visitors to the Titanic and Maritime Belfast SP ate out in a variety of locations while in Northern Ireland
more likely to eat in a pub/bar, café, good quality restaurant or hotel
less likely to eat out in a bistro or budget restaurant
more likely to have eaten fast food/takeway establishment than those visiting other SPs
However, there were many other elements to the visitor experience. Compared to visitors to other SPs,
Titanic and Maritime Belfast visitors were
more likely to have taken a guided tour or attended a festival or event, reflective of the city
centre location and availability of these activities
least likely to have hiked/walked, visited a park or garden or other outdoor activities
Why did they visit Northern Ireland?
Titanic and Maritime Belfast was, for many, not the main reason for visiting Northern Ireland. The main
reasons given suggest different appeal for different segments, reflecting touring and discovery
to visit the Giant’s Causeway (62%)
to enjoy the natural environment (54%)
to discover somewhere different (51%)
to learn stories about the people and place (48%)
to relax and unwind (36%)
Odyssey
and short break/city experiences
to experience local culture (59%)
to enjoy good food (26%)
shopping (16%)
to experience the buzz (13%)
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Why did they visit Titanic and Maritime Belfast?
The project has the potential to deliver a strong product theme, but this is currently delivered as part of
a wider touring experience or city break. The main reasons for visiting relate to discovery and learning,
experienced through exploring the areas attractions and participating in tours.
Titanic Exhibition
The two main reasons cited for visiting the area associated with Titanic and Maritime Belfast were to
discover/explore somewhere new (45%)
visit specific attractions (39%)
Further reasons given include
interested in the theme (27%)
visit a number of places in the area (24%)
self-guided walking tour (24%)
learn about area and/or people (24%)
Visitors to this project were more likely to state ‘interested in a theme’ relating to the area as a reason
for visiting than visitors to the other projects
over half (55%) of visitors were aware of a theme connecting aspects of the attractions/places
associated with the Signature Project
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What aspects for choosing a destination are important and how did Northern Ireland deliver them?
Aspects identified as most important for choosing the destination reflect both the touring aspects and
city break experience. These reflect the importance of
eating out (experiencing good local food and drink, information on places to eat, interesting
menus and value for money)
touring (signage, public transport, opportunities for sightseeing in the countryside and coast)
learning about the places they visit (information, unique things to see and do, attractions, guided
tours, finding out about the people and place, uncover stories and learn about unique aspects of
Northern Ireland)
Key strengths demonstrate that NI is delivering for these visitors around the last of these key aspects
sightseeing (around coast, unique cities/towns, unique things to do)
learning (information about the places visited, stories of people and place, informative tours)
But opportunities for improvement (where the difference between level of importance and the actual
experience were most significant) relate to the first two of these key aspects of their overall experience
eating out (opportunities to experience local food and drink and information on places to
eat/drink, value for money) and
car touring (value for money car hire, roads signs to help find way around)
while people felt welcomed, as with any large city, there was a slight issues with regard to the
feeling of being safe
Laganside
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Aspect
Opportunities to experience good, local food and drink
Friendly and genuine welcome
Feeling safe
Value for money when eating out
Road signs that help you find your way around
Information to tell you about the places you visited
Value for money accommodation
Public transport – availability, service and value for money
Opportunities for sightseeing in the countryside/coast
Information on places to eat out/drink
Unique things to do that reflect the destination’s own
local culture
Value for money at attractions
Information at visitor attractions which tells the story
Find out about stories of the people/place visited
Staff in accommodation can tell you what is unique
about the local area
Menus that offer an interesting choice of food
Cities, towns and villages that give the destination own
distinctive sense of place
Staff on tours/in local attractions telling stories
Information at visitor attractions in your own language
Menus demonstrating the use of locally sourced
ingredients
Value for money car hire
Car touring routes
Average Rating of
Importance
4.37
4.34
4.30
4.24
4.21
4.15
4.13
4.12
4.08
4.07
Average Rating of
Delivery
3.65
4.07
3.74
3.39
3.32
3.92
3.64
3.72
4.23
3.23
4.06
3.93
4.05
4.02
4.00
3.64
3.83
3.98
3.99
3.65
3.99
3.59
3.92
3.90
3.90
3.88
4.03
3.88
3.87
3.37
3.85
3.62
3.11
3.51
What was particularly appealing about the Titanic and Maritime Belfast Experience?
When comparing the ratings given to visitors to each SP, the Titanic and Maritime Belfast project
achieved the lowest ratings with regard to practically every aspect of the visit asked about, except
meeting and interacting with the locals and on-site learning (people/places).
The Titanic and Maritime Belfast experience was not about rest and relaxation. The most appealing
aspects of the experience were
the history/heritage
the buildings/architecture
the ability to tour round places of interest
the opportunity to learn something new
learning about the people and places
meeting and interacting with local people
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However, some key Belfast attractions were closed for refurbishment during the research period and
visitors may have had higher expectations for a major UK city destination as many aspects were rated
lower than those visiting other SPs. While the development of the new Signature Building will address
some of these issues, weaknesses included
availability of souvenirs and locally produced crafts
quality of food & drink
variety of unique attractions and places to visit, including a range of indoor activities
signposted walking routes to follow
road signs to places of interest
The low scores attributed to the Titanic & Maritime Belfast project as it is currently experienced are
reflected in the overall ratings
only 27% rated their overall experience as excellent (average of 3.88 out of 5 rating)
42% stated that they would definitely revisit the area/project, second highest of all the Signature
Projects (although this may be due to the higher proportion of GB who would be more likely to
return than those from further afield)
over 60% would definitely recommend a visit to the area
however this recommendation was the lowest among all of the SPs
these scores demonstrate room for improvement
Titanic Exhibition
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PART 2 – Brand Association
How do they associate Northern Ireland against Brand Values?
A recent Brand Tracking study asked potential visitors from NI, ROI and GB to rate their perception of
Northern Ireland against a range of brand value statements. These are compared with ratings to the
same statements by visitors to the Titanic and Maritime Belfast area. It should be noted however, that
the SP visitors comprised a large proportion of overseas visitors, unlike the Brand Study. Despite specific
weaknesses identified with the product highlighted above, their experience of Northern Ireland provided
resonance with the overall brand values
visitors to Northern Ireland who included a visit to Titanic & Maritime Belfast rated each value
statement higher than those visiting other SPs
visitors who had experienced the Titanic & Maritime Belfast area made strongest associations,
with regard to the self belief and self awareness of the people
while associations with Northern Ireland were lowest with regard to forward thinking and
confidently moving on, these were stronger associations than those whose mainly visited
another SP areas, indicating the opportunity for Belfast and the Titanic Signature Project to
deliver on these particular brand values
Northern Ireland is….
… bold daring and proud in the face of challenges
… a forward looking country, moving on full of confidence and
opportunities
… growing and maturing, experiencing change
… a place where you can feel part of the people and place
… a country proud of its great achievements, people and
attractions but aware of the need to move forward
… a place where the people have a distinctive character and are
real, genuine and true to themselves
… a place where the people know what makes their country
unique and believe in what it has to offer
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Visitor Survey
3.82
Brand Study
3.75
3.96
3.69
4.14
4.03
3.87
3.63
4.20
3.74
4.26
3.87
4.08
3.79
How do they associate the Titanic & Maritime Belfast Experience with Brand attributes?
The project offers strong brand opportunities, having a unique story to tell (delivering the highest rating
of each SP for ‘uncovering stories’) and this is helping to delivering a memorable experience. Brand
attributes most often identified in relation to the actual experience were
historical (85%)
memorable (52%)
uncovering stories (42%)
unique (30%)
authentic (27%)
engaging (27%)
iconic (18%)
Historical
Memorable
Daring
Uncovering stories
Bold
Authentic
Natural
Unique
Modern
Genuine
Perception
Experience
Forward thinking
Iconic
Vibrant
Engaging
Creative
Inspiring
Vivid
Real
Precious
Adventurous
Celebratory
However, perhaps given the strong story and connections with Belfast, the experience does not quite
meet the perception. When compared to Brand Tracking survey identifying perceptions of those areas
Signature Projects, those who actually experienced the Titanic & Maritime Belfast project, the
experience was rated lower with regard to
uncovering stories
authentic and unique
genuine and real
precious and iconic
The project does not currently deliver a modern, vibrant, precious, creative, bold or particularly iconic
experience, however the development of the new Signature Building and exhibitions will provide
opportunities to deliver these experiences.
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Recommendations for Development
1. Increase awareness
promote Belfast’s link with Titanic and maritime theme
awareness of the project was low among those who hadn’t visited, requiring promotion and
marketing activity to generate interest
ensure TICs outside Belfast, on touring routes, promote Titanic & Maritime Belfast
build awareness of Titanic self-guided tours
2. Widen appeal
Titanic and Maritime Belfast theme is currently experienced as part of a wider city break experience,
touring holiday or day trip
use websites to link Titanic theme to Belfast city breaks
develop self-drive touring itineraries to include Titanic & Maritime Belfast experience
themed events, exhibitions and food trails etc, will appeal in NI/ROI markets
communicate opportunities for touring around Belfast and the interesting architecture
3. Brand messages
ensure delivery against the significant perception of the uniqueness and authenticity of the
experience and opportunities to deliver this through uncovering stories
interpretation should maximise the opportunities for uncovering stories and learning about the
history and heritage associated with maritime Belfast.
4. Develop touring opportunities
develop self-drive touring opportunities by integrating Titanic & Maritime project with Causeway
Coastal Route
encourage Tour Operators to include Titanic & Maritime Belfast experience within wider
Northern Ireland programme
5. Transport
ensure signposting around Belfast is meeting visitors needs (both roads and walking)
high public transport usage reflects a need for service delivery (including evenings/weekends)
and information around public transport
6. Attractions
identify exhibits/attractions in need of ‘upgrade/refreshment’
interpretation – build on stories
develop ‘Belfast Story’ and identify suitable host venue
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7. Development more opportunities to spend
Visitors are more likely to be on day trips and therefore less likely to be staying and spending in the area.
Visitors spend, on average, £87 per trip to the area. Encourage longer stays and higher spend by
package/cluster product around eating/retail/culture experiences
promoting attractions/activities open in evenings and weekends
promote pubs/nightlife/eating out aspects of experience
providing information on places to eat and stay, particularly those promoting local produce and
at times suitable for visitors
promoting and developing food trails/festivals
promoting local craft providers and venues selling unique local craft
develop branded souvenirs and identifying opportunities to sell in the area
Harland &Wolff Shipyard
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