How government can engage small tourism operators and why it matters
The Irish Government has recently announced a Tourism Recovery Task Force which is a welcome initiative recognising the particular importance of the industry to the economic and social fabric of the country.
Like many industries, tourism in Ireland tends to follow the 80/20 rule. 20% of the operators account for 80% of revenue which means the bigger operators tend to get listened to the most so government policy and support tends to focus on their needs.
If you’re a small operator, that is super frustrating, but in some way I can understand how this happens. Ministers and civil servants have limited bandwidth which is why they will tend to listen to the well-structured arguments made by the bigger operators or lobbying groups. At the same time, if you’re a small operator you’re focussed on keeping the lights on rather than getting actively involved in umbrella groups or writing letters to politicians. And so it goes on.
In ‘normal times’ that is not a disaster. It is just a shame. In a post-COVID world where radical innovation is key, this 80/20 approach is a recipe for failure. It misses the massive opportunity and need for innovation on the edge. Corporations create venture funds and back accelerators for this very reason… it’s an attempt to outsource innovation based on the realisation that internally it happens too slowly or not at all.
If the government wants the industry to innovate their way out of this, they need to look at the edges which is why I would urge the agencies and Tourism Recovery Task Force to think carefully about engaging and supporting smaller operators at scale.
Here are two ways they might do this. I am sure there are others.
Take the conversation online
Remote working was alien to government and the civil service four months ago and now it’s the “new normal”. Industry consultation needs to go through the same radical shift.
Businesses connect with clients and consumers online every day at scale using online community tools, techniques and talent to spot, analyse and amplify ideas.
There is no reason, bar a fear of the unknown or special interest lobbying, that government or the Tourism Industry Task Force could not do the same when it comes to this or any other consultation process.
It simply requires the proper set up, coordination and leadership of a tourism industry community as per many of the B2B online communities out there.
This approach would give smaller operators a voice, a clear sense of being heard and a scalable and positive way for government and the task force to listen.
Set-up a “small tourism innovator” agency with the funds to make things happen
A bit like the 80/20 rule when it comes to consultation, the same applies to supports.
Fáilte Ireland has limited bandwidth so will very naturally focus their time and effort where they can deliver the biggest numbers. That means they will focus their support on the bigger operators, regions, festivals, attractions etc..
It is also worth noting that marketing careers are rarely made by funding the little guy. Big campaigns are what wins awards and that’s what gets you a promotion.
That is why the Wild Atlantic Way worked so well. One big campaign that covers lots of places BUT when it comes to actual support for smaller regions and operators along it, it’s very hard for the agency to follow up on the ground for reasons outlined above.
So if the government believes in the importance of innovation in tourism to get Ireland out of this post COVID crisis, they should set up a dedicated agency and fund of a significant size to spot, support and amplify the smaller tourism operators, attractions and regions doing innovative work, punching above their weight. These are the ones delivering higher than average return on investment and doing stuff others might learn from. This is how investment post this crisis will deliver maximum return to the exchequer, to us as taxpayers.
This could be a super nimble set up using some of the community tools, talent end techniques outlined above to manage and motivate at scale.
Yes, both these initiatives would require a re-think on how things are done but surely, if there ever was a time for change, it is now!
If the government and Tourism Recovery Task Force believe in innovation they must properly sound out and support the smaller innovators out there. That is where the magic happens. Without this, the country will not only significantly underperform. It will waste a huge opportunity to leverage the passion and talents of its people.
