Page i Table of Contents PAGE Chapter 1 Introduction 10 1.1 Background and Objectives 10 1.2 Research Methodology 10 Chapter 2: Marine Tourism – An Overview 12 2.1 Marine Tourism – A Definition 12 2.2 Marine Tourism – Local Overview 12 2.3 Marine Tourism – National Overview 13 2.4.1 Northern Ireland – Marine Tourism Development Strategy 14 2.4.2 Republic of Ireland – Marine Tourism Development Strategy 15 Chapter 3 Baseline Analysis / Product audit 17 3.1 Marine Tourism Activities: 17 3.1.1 Swimming and Beach Activities 17 3.1.2 Angling 17 3.1.3 Adventure Activity Centres 18 3.1.4 Sailing & Boating 19 3.1.5 Sub Aqua Diving 20 3.1.6 Jet Skiing and Power Boating 20 3.1.7 Boat Cruises 20 3.1.8 Bird Watching 20 3.2 Other Tourist Activities 21 3.3 Visitor Attractions / Places of Interest 21 3.4 Visitor Infrastructure 22 3.5 Facilities / Activities Audit – Carlingford Lough 24 Chapter 4: Gap Analysis and Development Opportunities 26 4.1 Benchmarking 26 4.2 Events 26 4.3 Branding 27 4.4 Visitor Information 28 4.5 Clustering 28 4.6 Tourist Ferry 28 4.7 Cruise Ship Visits 28 4.8 Visitor Moorings 29 4.9 Marina Development 29 Chapter 5 Market Overview 34 5.1 Introduction 34 5.2 Marine Tourism – Global Analysis 34 5.3 International Tourism Analysis 34 5.4 National Tourism Analysis 35 5.5 Northern Ireland Tourism Analysis 37 5.5.1 Profile of Visitors to Armagh & Down Region 38 5.6 Republic of Ireland Tourism Analysis 38 Page ii 5.6.1 Profile of Visitors to Midlands East Region 40 5.7 Key Target Markets 41 5.8 Tourism Ireland 2007 Marketing Plan 43 Chapter 6 Vision / Development Directions 44 6.1 Overview 44 6.2 Development Directions 44 Chapter 7: Summary & Recommendations 52 SMM Consulting 28 Chancellors Hall Chancellors Road Newry, County Down BT35 8WJ t: +44 (0)28 3083 3472 m: +44 (0)7712 191 981 e:
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