Have they read Orwell? 12.7m chickens 6.7m cattle 6.4m people 5.5m sheep 1.6m pigs 1.2m other poultry

Have they read Orwell? 12.7m chickens 6.7m cattle 6.4m people 5.5m sheep 1.6m pigs 1.2m other poultry

What I do Travel Writing The travel business Trends and predictions Reading the data

Trends Europe Forecast 4pc growth Likely to be higher Rush to Spain and Portugal Routes explosion continues

Trends Ireland Growth forecast of 1pc should be exceeded N America sell-out Move from Dublin Dispersal from pressure points

Trends N Ireland Sterling advantage Steady bed growth vs shortage elsewhere Signature attractions inspire others Airports growing

Belfast hotels Grand Central, Bedford St Maldron, Brunswick Street Bedford, Bedford St Marriott AC, City Quays Hampton by Hilton, Hope St Titanic Hotel, Titanic Qtr

Access points Dublin 27.9m 62pc Belfast Int 5.14m 11pc Belfast City 2.7m 5.9pc Cork 2.2m 5pc Shannon 1.7m 3.9pc Dublin port 1.6m 3.6pc Belfast port 1.4m 3.1pc Rosslare 900k 2pc Knock 734k 1.6pc Kerry 325k 0.7pc Derry 290k 0.6pc Donegal 45k 0.1pc

Trends Food Surveys cause & effect New world winning Australia, USA France, Italy, Portugal, Spain slow to react Big claims for uneven standards

Locavores Word of the year 2007 American concept Monetised by multiples Ten years later: has there been ANY progress?

Jokavores So you have stopped taking it from the tin Kitchen garden kitsch Bees in the belfry Food kilometres Slow food

Egovores TV trope trophies Leverage chefs Chains and multiples

5,400 for dinner Food & the famously overfed Cruise industry fine dining The best travelled food in the world Feeding passengers on $5 a day

Eyewash an advantage The big achievement of the year of food and drink was in convincing Northern Ireland s own population that we can compete with the best

Peer review, pier review Work the market Location, location, location Persuasion, persuasion, persuasion

The steaks are high Crowded market National and regional tourist boards Food marketing boards Cross-department funding by competitors

So are the rewards Chasing the margin Willing to pay premium Exit through the gift shop

4-5 years investment Year of Food & Drink was not the hors d ouevres Think of it as the amuse-bouche Sustained & focused campaign required

Fine Dining Vikings The reinvention of Scandinavian Food NOMA, Geranium in Copenhagen Maaemo in Oslo, Dill in Iceland KOKS on the Faroe Islands

Flaws in the system Supply systems Regulation ALWAYS suits the multis Price points outside high-spend zones The pastry problem

Strategy: customer behaviour Food tourists seek different things Confused by mixed messages Detecting demand of different clients Adapting offering to meet demand Making the message clear Making the choice FOR them

Strategy: prices, ancillaries, rate yielding Airline price models Resisted by hotel customers Others will rate yield if restaurateurs do not

Cluster & Apple Pie Variety of restaurants Price and genre Zone your produce Fruit routes Tourist zones for local authority rules

It s all about the kitchen Leave them in no doubt what we do The journey to the restaurant The front of house experience Time for us to use our ingredients to advantage Everybody else is already doing it

Winning the food fight Our reputation rests on every bread roll A clear message brings the customers