SHOPPING: PREMIUM OUTLET centre Kildare Village wants to be a major tourism attraction with plans to double overseas visitor numbers this year.
The village, five years old this week, hopes to emulate the success of sister village Bicester near Oxford, where 60 per cent of visitors are from overseas.
The villages are a draw for tourists from new and emerging markets, particularly China. Recently, British Prime Minister David Cameron revealed the advice given to him by the Chinese ambassador to the UK about what would bring in more visitors. “Build more Bicesters.”
Kildare Village director of retail and marketing Maria McGovern said it hoped to increase its overseas visitors from 8.5 to 16 per cent of the total this year but its ultimate goal is to reach 40 per cent in five years. She described new and emerging markets, particularly China, as “really important” to its future plans.
Kildare Village is one of nine outlets owned by Chic Shopping Outlets in eight countries. Business is booming despite the recession, mainly from emerging markets where revenue is up 25 per cent already this year.
Kildare Village is fully occupied and footfall is growing at double-digit figures every year. Its marketing includes ads in airline magazines and features in travel press and fashion magazines. It is also working with local tour operators to bring more tourists into the region.
Whitney Port, star of US reality show The Hills , opened the Kildare Village festival which runs until the middle of August.
McGovern said the festival provides another incentive for tourists to visit. To that end it is showcasing a genealogy service for visits on Thursday and Fridays in July. It’s also hosting Good Food Ireland at weekends and the festival programme includes traditional music and established stars, notably Cathy Davey who played last night to celebrate the fifth anniversary.
“We like to think in terms of the experience of the village in addition to being a great day out shopping,” said McGovern.
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