DUBLIN ZOO
Established in 1831 in the Phoenix Park, Dublin Zoo was founded by the Zoological Society of Ireland. Dedicated to its values of conservation, sustainability and education, the destination attracts over one million visitors annually. Dublin Zoo is a registered charity partnered with Zoos worldwide and is Ireland’s most prominent attraction.
Services Offered: Market Research
THE OPPORTUNITY
Dublin Zoo currently has a 90% domestic market base and wishes to increase its international footfall by taking advantage of the potential post-pandemic surge in overseas travel. The aim of this is to increase revenue, avoid dependency on the domestic market and secure its future.
The Client contacted the UCD Marketing Development Practice to conduct exploratory research on the international tourism market within Ireland as overseas visitors have been identified as an opportunity for growth by Dublin Zoo.
THE CHALLENGE
The MDP conducted exploratory research to understand Ireland's international tourism market and what motivates and entices them to attend attractions. This was conducted with the aim of providing insights for Dublin Zoo to better position itself within the competitive landscape of the tourism industry.
The MDP also determined the Zoo’s target demographic(s) in the international tourism market and examined the patterns and behaviour of overseas tourists in Ireland.
THE RESULTS
From the secondary research conducted, the advisors explored the consumer decision making journey of international tourists, the various demographics visiting Dublin and some best in practice examples of how international zoo’s operate. This allowed the advisors to make an informed decision regarding the target demographic(s) for Dublin Zoo. Going forward, the client intends to develop an effective marketing strategy in line with its values to attract international tourists taking into account the research that the MDP provided.
STUDENT EXPERIENCE
Lisa Keegan - Current MDP Advisor talks about her experience of working on the Dublin Zoo project
