TourismNI: Website Development Programme 2021-2022

Overview

Programme Aim

The majority of visitors to Northern Ireland like to book their arrangements independently. The internet is therefore a crucial mechanism for the visitor to use in their travel planning, both prior and during their visit. This programme aims to provide support to experience providers to develop or enhance their websites and digital presence; through the provision of a digital audit and website development plan - that will then be used to support business recovery & growth. The digit audit and website development plan will look at a wide range of support, including: search engine optimisation; booking engine development, optimisation of mobile and smartphone platforms; provision of the right content; and the use of right tactics to capture sales

Programme Objectives

• To ensure that individual websites are optimised in line with recommendations from the Digital Audit/ Website Development Plan - in order to create positive first impressions, retain interest, enhance engagement on the site and drive enquiries and revenue
• To improve the quality of online content across a range of tourism experience providers in Northern Ireland in line with the new Embrace A Giant Spirit experience brand. See website.
• To increase the Northern Ireland experience offering online by developing sites for those operators who have little or no digital presence
• To support tourism experience providers to market and sell their experiences in a post-COVID-19 environment by recognising transformed demand; visitor desire to visit differently and book differently; and the need for timely and clear communication of changes and updates
• To ensure mobile optimisation
• To improve conversion rates
• To provide structured support and guidance to experience providers to enhance their online analytical capabilities and ongoing website optimisation

What Assistance Can You Expect?

Successful applicants to the scheme will receive:

• A Digital Audit and Website Development Plan – All eligible applicants (subject to available funding) will undergo a structured review of their website or will receive suggestions for the development of their website (if you don’t have a digital presence); and will receive a Website Development Plan. This review will cover a range of areas including design and content.
• 1 to 1 Mentoring Support All eligible applicants (subject to available funding) will get direct 1 to 1 mentoring and support based on their Website Development Plan.
• Financial Assistance* Based on the findings within the Digital Audit and Website Development Plan, some applicants will have the opportunity to submit a full application to apply for financial assistance towards eligible costs to develop their website (as set out in their Website Development Plan).

How Much Financial Assistance Can You Expect?

For those applicants who progress to apply for financial assistance, the following applies:

Grant rate: Financial assistance will not exceed 80% of total eligible project costs.

Grant amount: The maximum amount of grant funding available under this programme for any one project is £40,000.

*Please note, the programme is limited in terms of budget to support all requested mentoring and capital enhancements. Applicants will be selected through an application process and, where demand exceeds budget, will be prioritized in line with potential return on investment and need for development

Eligibility

To apply, you must be an existing experience provider, operating in Northern Ireland.

The programme is open to the following sectors:

• Private Sector: Companies and other legal entities and individuals
• Public Sector: Commercial and non[1]commercial semi state organisations and local authorities
• Voluntary / Community Sector: Community and not for profit bodies including companies limited by guarantee. Applicants from this sector will be required to have a Charity Number as evidence that they qualify for this status.

Minimum Eligibility Criteria

1. Business Type: You must be a current tourism operator, providing an existing experience located within Northern Ireland. Accommodation providers are not eligible to apply, however if you provide an experience in addition to your accommodation, you may be deemed eligible.
2. Operational Thresholds: You (as a business) should have been operational on or before 01 July 2019. However, in limited circumstances, if you haven’t been operational on or before 01 July 2019 where point 1 is satisfied and Tourism NI can get sufficient independent evidence that there is a strong future pipeline of business, this requirement may be relaxed. Tourism NI will seek evidence of these operational thresholds.
3. Website Ownership: If you currently have an operational website you must own and be in a position to verify this if required. For new websites funded under this programme, ownership by the applicant business will be verified as a grant prepayment condition.
4. Match Funding: You must be in a position to confirm the required match funding. You will be asked to provide evidence that you have this level of match funding when you apply for the grant.
5. Business Viability: You must be able to confirm that the business was a viable business prior to the COVID-19 pandemic and has taken all reasonable steps to safeguard the future of the business. Tourism NI reserves the right to seek independent evidence of this requirement where deemed necessary.

Eligible Costs

The following are examples of the type of work/ costs that are eligible for financial assistance:

• Development of website (if there is no existing digital presence)
• Replacement of, or upgrade to, current website •Booking engines, online booking functionality, improving conversion rates and improving user experience
• Content development e.g. imagery and video
• Mobile optimisation
• Improvement to Search Engine Optimisation (SEO) and website content
• Integrated social media (not standalone)
• Foreign Language provision Ineligible Costs