Fáilte Ireland Activity Audits
Client: Fáilte Ireland
The Challenge
Conduct a series of audits of the Outdoor Activity product in Ireland. There are 6 outdoor activity products to be audited across a four year period:
- Cycling
- Walking
- Water based activities e.g. kayaking, surfing, coasteering
- Equestrian
- Angling
- Adventure
The Role
Fáilte Ireland’s statement of strategy has identified Ireland’s opportunity to become a world class outdoor activity destination by combining our exhilarating natural heritage with new opportunities to get active in nature.
It is proposed that up to 6 outdoor activity products will be reviewed to assess their current offering against international best practice and emerging trends, with the aim of making recommendations for future product investment.
To do this, ORNI will:
- Conduct an in-depth audit of the existing product in Ireland
- Undertake international benchmarking to identify critical success factors for product development and emerging international trends
- Identify priority consumer segments, including their needs and motivations, gaps and barriers
- Develop recommendations to guide development of a world class product in Ireland