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FÁILTE IRELAND WEST Fáilte Ireland West, Forster Street, Regional Tourism Development Plan 2008-2010 City

Tel: (091) 537700 Fax: (091) 537733 www.failteireland.ie www.discoverireland.ie/west WEST TOURISM DEVELOPMENT PLAN 2008-2010

WEST Mayo Roscommon TARGET Galway Earn up to €980m revenue from tourism 2010.

The aim is to grow holiday visitors to between 2.1 million and 2.3 million

West Tourism Development Plan 2008-2010 1 WEST TOURISM DEVELOPMENT PLAN 2008-2010 HEADLINES

KEY MARKET FOCUS:

• Attract more domestic holiday visitors, a fast-growing and valuable market • Continue to attract more overseas visitors, with a special focus on Europe and North America, while maintaining share of British market • In Britain, focus on metropolitan areas with direct air access into the west of Ireland

Strategic goals:

1. Develop the region as Ireland’s primary outdoor and adventure destination while focusing on environmental sustainability. 2. Enhance the cultural experience for visitors. 3. Continue to develop tourism hubs in order to exploit synergies. 4. Improve access to and within the region.

How to achieve goals:

• Fáilte Ireland West will work in partnership with Local Authorities, state agencies, LEADER companies, businesses, and local community groups to bring about change • Fáilte Ireland West is committed to providing leadership, advocacy, facilitation as well as delivering marketing, business development and training services to the industry

2 West Tourism Development Plan 2008-2010 PLANNED ACTIONS 2008-2010

PLANNED ACTIONS

Develop the region as Ireland’s primary outdoor and adventure destination while focusing on environmental sustainability

• Brand West as Outdoor Capital of Ireland - make rural West irresistible to visitors

• Maximise potential of USP’s of outdoor activities, marine and angling

• Focus on the conservation and protection of the environment, including the promotion of better environmental practices

throughout the region

• Build Adventure Boomerang - Achill Activity Island, Adventure Centres at Achill, Uisce, Delphi, K2, Petersburg

• Upland Walking - Achill, Nephin, Maamturk, Mweelrea, Twelve Pins, Partry

• Cycle Hubs - New Loops, South Roscommon Shores, Galway City, link hubs and family hubs

• Adventure Events - Gaelforce, New All Ireland Challenge and Wild Ireland Run

• Develop Letterkeen Wood as an Outdoor Wilderness

• Lobby for/act as advocate for the development of marinas at key locations along the west coast e.g. Galway City,

Westport and Ballina

• Marine - Volvo Ocean Race 2009

• Upgrade existing visitor moorings and identify new locations

• Support the feasibility of an artifi cial reef for diving

• Develop angling centres of excellence – salmon capital – wild brown trout lakes

• Develop Salthill – Barna coastal walk

• New Lakelands approach for East Roscommon and East Galway

• Support the feasibility of re opening the Galway-Clifden railway line as a greenway for walking and cycling

West Tourism Development Plan 2008-2010 3 WEST TOURISM DEVELOPMENT PLAN 2008-2010 PLANNED ACTIONS

Enhance the Cultural Experience of Visitors:

• Engagement with cultural activities – Ireland’s Cultural Heart • Upgrade visitor experience at key attractions • Support new attractions with potential to enhance the visitor experience in the region e.g. Salmon Life Centre and Lough Corrib • Engage with Irish language and culture in Gaeltacht, support traditional cultural initiative such as Cnoc Suain • Develop themed touring routes • Exploit the tourism potential of indigenous qualities of spirituality and wellness • Encourage the development of new festivals in rural areas and in shoulder and off-peak season • Implement Pilot Islands Strategy • East Galway Cultural Centre of Excellence • Identify opportunities for overseas visitors to experience our national games e.g. hurling and football.

Continue to develop Tourism Hubs in order to Exploit Synergies:

• Protect and enhance cultural and architectural core of Galway • Develop music venues, conference facilities, Latin Quarter • Support the provision of a major building of signifi cance for arts/museum • Expand hubs of Galway, Westport, Ballina and Roscommon as touring/signposting centres • Identify and expand rural nodes as secondary hubs/tourism clusters - Clifden, Boyle, Leenane, Belmullet, /Loughrea, Inis Mor and Strokestown • Position Galway as a Business Tourism/Conference destination • Use integrated approach to brand Connemara as a tourism hub both domestically and overseas • Potential Lakelands Hubs in East Roscommon and East Galway.

4 West Tourism Development Plan 2008-2010 PLANNED ACTIONS 2008-2010

Improve access to and within the region:

• Selectively encourage new route development at Galway and Ireland West airports • Upgrade signage of tourism attractions on national primary and secondary roads • Help improve rural transport services and encourage provision of public transport from urban centres to regional airports • Support and encourage the Western Rail Corridor and spur to Ireland West airport • Encourage hourly frequency on Galway- trains and better Westport frequency • Monitor progress and encourage timely completion of N6 and N18 road.

West Tourism Development Plan 2008-2010 5 WEST TOURISM DEVELOPMENT PLAN 2008-2010 PLANNED ACTIONS

MORE AGGRESSIVE MARKETING:

• Develop domestic television themed campaigns and associated press and radio campaigns • Exploit key events such as Volvo Ocean Race and Gaelforce • Support new air routes from Galway and Ireland West airports • Optimise the use of websites to develop a comprehensive branded online presence • Work with partners to develop domestic campaigns and with Tourism Ireland for super region marketing • New collateral materials • Better cross-selling of activities, attractions, events within the region e.g. cluster approach.

SUPPORT FOR BUSINESSES AND ENTERPRISES:

In addition to the range of training and business development services that Fáilte Ireland West, through its new Business Development Manager, can make available: • Customised business diagnostic and advisory services • Best practice guidance • Custom-designed management and staff development programmes.

TOURIST INFORMATION:

• A new Discover Ireland Centre will open in Galway in 2008, followed by the redesign of the TIO network, giving the visitor easier access to information • Pilot the use of new communication technologies for tourist use.

6 West Tourism Development Plan 2008-2010 CONTENTS

PREFACE 8

1. Tourism in the West - What’s been happening? 10 1.1 Current Tourism Demand 11 1.2 Reasons to Visit 12 1.3 Forces for Change 13 1.4 Product audit 13

2. Shaping the Future 16 2.1 Vision for Irish Tourism 17 2.2 Delivering a Distinctive Experience 17 2.3 Key West Regional Strategic Goals 2008-2010 18 2.4 Guiding Principles 18

3. Addressing the Opportunities and Challenges 20 3.1 Develop the region as Ireland’s primary outdoor and adventure destination 21 3.2 Enhance the cultural experience for visitors 22 3.3 Develop a tourism centre strategy to develop synergies 23 3.4 Improve access to and within the region 24

4. What needs to change? What actions? 26 4.1 A Partnership Approach 27 4.2 Key Actions to Reach Goals 28 4.3 Marketing 30 4.4 Enterprise Development 31 4.5 Visitor Servicing 32 4.6 Targets 33

5. SUMMARY ACTION PLAN 34

West Tourism Development Plan 2008-2010 7 PREFACE

Following the recent reorganisation of regional tourism structures, Fáilte Ireland West, as part of the National Development Authority is charged with delivering increased tourism benefi ts to the counties of Galway, Mayo and Roscommon. The purpose of the reorganisation was to increase effective local delivery of key tourism objectives, as contained in the National Development Plan and Fáilte Ireland’s Product Development Strategy.

The process of developing the plan has been very comprehensive including wide-ranging inputs from stakeholders and partners in the public, private and community sectors. TTC – Tourism and Transport Consult facilitated and guided the process. The plan is intended to present a series of regional strategies in order to defi ne the priorities for product and service development, destination marketing, and enterprise development.

To ensure the success of the realignment of role, functions and structures of regional tourism, Fáilte Ireland West region has, in conjunction with stakeholders in the region, prepared the West Tourism Plan 2008-2010. The strategies and implementation plans engage both national and local agencies, local authorities and other public sector agencies working in tandem with the local business community to achieve the targets set for tourism in the region. The plan is intended to provide a road map so that all the key players from both the public and private sector can most effectively contribute to the further development of sustainable and economically benefi cial tourism in the region.

The West Region’s Tourism Plan 2008-2010 focuses on: • Strategic decisions on planning and investment in regional attractions and infrastructure to ensure the best regional outcome • Clearer direction for all stakeholders together with clarifying roles of various local and central government agencies in supporting regional tourism, thereby aiding decisions on resourcing and regulating tourism projects • Clear prioritisation of regional marketing propositions – priority appeals and market match in both the home and overseas markets • Closer alignment of the services of Fáilte Ireland to the needs of the industry at local level, resulting in operational effi ciencies, more effective investment of public funding and easier access for tourism operators to relevant support.

8 West Tourism Development Plan 2008-2010 The regional strategy is consistent with the national strategy but with strong regional ownership and a set of practical interventions and projects to grow the value gained from tourism and limit potential negative impacts of tourism in the region.

Fáilte Ireland West has set out to secure clear tourism policy statements in all local and regional government statutory plans that put tourism in perspective in terms of its relative importance as an economic driver and contributor to other community outcomes.

The overall aim is to provide the necessary tourism infrastructure and service in the region to sustain tourism revenue into the local economy; help businesses and employment in the hospitality sector to grow; project a better appeal; and deliver a better visitor experience.

While the opportunities are good, the scale of the challenges should not be underestimated. The plan will guide the marketing campaigns, product development priorities and enterprise support programmes in the region to ensure sustainable growth for the business and resident communities of the region.

West Tourism Development Plan 2008-2010 9 Tourism in the West - 01 What’s been happening?

Doolough, Co. Mayo

61366_1 FI Regional plan W AW.indd 10 27/11/2007 10:00:44 1.1 CURRENT TOURISM DEMAND

€778m was spent by 2.7 million visitors to the region in 2006, with three out of every fi ve euros coming from overseas tourists. The total number of visitor bednights to the region in 2006 was estimated at 11 million, with overseas visitors accounting for 61% of these.

Of the total number of visitors, an estimated 1.8 million were holiday or leisure visitors staying at least one night, with 1 million from overseas and 765,000 from the island of Ireland. Mainland Europeans are the most numerous holiday visitors (just over 400,000 in 2006), with British and North Americans visiting in equal numbers (approximately 275,000).

Despite the popularity, the region’s share of most markets has been slipping in recent years.

Fig 1.1: Holidaymakers to the West 2000-2006 (000s) Fig 1.2: Origin of Holidaymakers to the West 2006

2,000 North American Europe 1,800 15% 23% 1,600 1,400 Other 4% 1,200 1,000 800 600 400 Britain Holidaymakers (000s) 200 15% 0 Domestic 2000 2001 2002 2003 2004 2005 2006 NI 41% 2% Overseas Domestic Northern Ireland

West Tourism Development Plan 2008-2010 11 1.2 REASONS TO VISIT

Ireland West is arguably an iconic region of Ireland due to the perception of the rugged Atlantic Coast, the wilds of Connemara, the culture and heritage of the islands and the attractions of Galway. It is in many ways the essence of the Irish tourism product.

Reason to visit Comment

Galway presents an attractive, lively image which motivates domestic visits across Galway is the number one domestic the seasons. Events, lively night life and access to the islands and countryside tourism destination provide the spur. This domestic market provides a lively scene for overseas visitors to share.

The name and the image capture the imagination of potential and actual visitors. Connemara Wild, remote and ‘real’ Ireland provide the basis of the perception. Open roads, unspoilt culture and countryside drive the desire for the experience.

Here too the concepts of remoteness, of tranquillity, of ancient heritage, culture Atlantic Islands and Irish Language motivate and inspire.

Outstanding festivals and street theatre such as Macnas, the Arts and Oyster Festivals and events Festivals and the Galway Races give a major advantage to the region.

The experience of meeting real Irish speakers and engaging with them adds a Culture and Irish language unique dimension to the tourism offer.

The range of Heritage Towns in the region is an attraction in itself – Westport, Heritage Towns Boyle, Strokestown, Cong, Ballina, Athenry – provide classic Irish settings.

The capital of Irish game angling – lakes, rivers, towns provide world-class product. Game Angling Ballina and the lakes have outstanding reputations.

The coastline provides a platform for outstanding tourism images and product. Atlantic Coast Untapped potential.

The National Parks, the wild coastline and the rugged hills and mountains provide Outdoor Adventure a backcloth for the outdoors that is outstanding.

The attractions of Croagh Patrick; Knock Shrine; Boyle Abbey; Ballintubber Christian Heritage Abbey and Clonfert Cathedral provide a unique element in the region’s suite of motivators.

12 West Tourism Development Plan 2008-2010 1.3 FORCES FOR CHANGE

Recent trends and developments in leisure travel indicate a number of factors which are expected to infl uence demand, supply and distribution of the tourism experience in the short to medium-term future. These include changing customer profi les, needs and expectations; increasing competition; changes in how people plan and purchase travel; changes within the airline and travel industries; and a growing environmental consciousness.

Additionally there are a number of social, economic and environmental factors impacting the quality and depth of the Ireland holiday experience.

1.4 PRODUCT AUDIT

Galway and Mayo were ranked in the top six counties in Ireland for numbers of products at number four and six respectively with Roscommon modestly placed at 17. Galway featured in the top six for almost every product group and Mayo was often above average. Roscommon has a less developed tourism product base.

While the Product Audit is only a snapshot of the position at that time it does provide a useful basis for comparison and for future policy direction.

West Tourism Development Plan 2008-2010 13 Table 102: SWOT of West Region

Strengths Weaknesses

Galway: major accommodation and transport hub Decline in rural visitation

Increasing concentration of overseas holiday bednights in Galway Air services via three airports City

Internal access via road, rail and ferries Lack of rural transport

Image and awareness Roscommon tourism product base

Heritage Towns e.g. Westport Signposting

Arts, events including performing arts Road infrastructure

Atlantic Islands Countryside access

Game angling Product integration and cross-selling

National Parks Lack of a major performance venue

Adventure Centres Limited island accommodation

Coastline and beaches

Lough Key

Tourist-oriented shopping

14 West Tourism Development Plan 2008-2010 Opportunities Threats

Walking, cycling and outdoor opportunities Continued greater concentration of overnights in Galway City

Western corridor (rail and road) Galway city over-exploitation

Extension of regional air services Rural accommodation base continues to decline

Gaeltacht and Irish culture Environmental degradation

Historic Houses, Parks and Gardens Increasing road traffi c volumes

Better telling of the story Urban sprawl

Linkages of inland waterway systems Water-supply quality

Loss of direct air services

West Tourism Development Plan 2008-2010 15 02 Shaping the Future

Roscommon Castle, Co. Roscommon

61366_1 FI Regional plan W 2.0.indd 16 27/11/2007 13:11:55 2.1 VISION FOR IRISH TOURISM

The core strategic goals for Irish tourism, as set out in the National Tourism Development Strategy 2007-2013, focus on achieving value growth based on a quality natural environment, good accommodations, attractors including culture to entice visitors and deliver authentic experiences, by attracting investors, high quality staff and innovators.

2.2 DELIVERING A DISTINCTIVE EXPERIENCE

“The West of Ireland will sustain and develop its position as Ireland’s quintessential visitor destination through a focused and innovative strategy which will reach into every corner of the region. The strategy is grounded in the principles of sustainability, authenticity and delivering a world class experience”.

The West of Ireland is an essential part of the fabric of Irish tourism. It refl ects the tourism products that give Ireland its identity in the international marketplace and the vibrancy of its tourism centres provides an immediate fl avour of a thriving industry. However, in reality it has lost market share in recent years in the international marketplace compensated by growth in domestic business.

Tourism in the region is based on the natural assets and cultural heritage of the area. A primary challenge for the future will be to ensure the protection and conservation of the natural environment as well as continuing to deliver an authentic cultural experience. Concerns already exist in respect of the quality of the man-built environment and a continuing concentration of tourism in urban areas at the expense of rural areas.

While the region is compact in terms of counties, embracing the outstanding features of Connemara and the lesser known attractions in the Roscommon area, the benefi ts of tourism are not necessarily felt throughout the region - an issue which calls for a strategic response.

The four pronged strategy aims to focus Fáilte Ireland West’s work programme into those aspects of tourism where the strengths of the region can be enhanced and other products brought to market readiness. The strategy involves improving access to the region – an issue that cannot be understated in the context of regional strategy.

West Tourism Development Plan 2008-2010 17 2.3 KEY WEST REGIONAL STRATEGIC GOALS 2008-2010

Based on the future vision for tourism, four strategic goals have been agreed for the West region. The goals address recent performance trends and competitive advantages as developed from detailed analysis and stakeholder objectives.

KEY WEST REGIONAL STRATEGIC GOALS

• Develop the region as Ireland’s primary outdoor and adventure destination, while focusing on environmental sustainability • Enhance the cultural experience for visitors • Continue to develop tourism hubs to exploit synergies • Improve access to and within the region

2.4 GUIDING PRINCIPLES

In the process of achieving these goals the following guiding principles will be key to success:

• Protect Ireland’s principal strengths – people, the natural environment, and sense of place • Ensure a focus on quality and economic value • Develop attractors which fi ll a gap for a defi ned market demand • Spread benefi ts around the region where this meets market needs and has community support • Develop facilities that are of benefi t to residents and visitors alike • Work closely with public authorities, agencies and other stakeholders to achieve objectives.

The goals will be achieved by pursuing a set of strategies and programme of actions in product development, marketing and business supports. Fáilte Ireland West will work with and facilitate public and private sector partners and other stakeholders to achieve the goals set out in this plan. However, at this stage the level and source of investments have yet to be determined. The key to success in securing investment will centre on sustainable project proposals which are market focused.

The prime focus of the strategy will be on environmental sustainability with Fáilte Ireland West ensuring that the future of tourism in the region is ensured through safeguarding its natural assets.

18 West Tourism Development Plan 2008-2010 Fáilte Ireland’s recently launched Environmental Action Plan 2007-2009 is intended to ‘advocate a high quality physical environment for tourism and to promote good environmental practice throughout the tourism sector’.

The environment is core to Ireland’s tourism with: • 80% of visitors rating Ireland’s scenery as an important reason for visiting Ireland; • 74% attracted by the natural unspoilt environment; and • 58% citing Ireland’s attractive cities and towns. (Visitor Survey 2006/Fáilte Ireland)

The basic tenet of Failte Ireland’s policy on the environment is that: ‘In the long term, our environmental image as a destination will only be ensured by our success in protecting the quality of the environment’.

The Environmental Action Plan sets out fi ve key objectives: 1. To place environmental issues at the core of sustainable tourism policy at national, regional and local levels. 2. To advocate for the protection of key environmental and tourism assets. 3. To undertake research leading to a clearer understanding of the relationship between tourism and the environment. 4. To promote good environmental practice within the tourism sector and to advise on the development of eco-tourism. 5. To establish a number of strategic partnerships in implementing this plan.

West Tourism Development Plan 2008-2010 19 Addressing the Opportunities 03 and Challenges

Gaelforce West Adventure Race

61366_1 FI Regional plan W 2.0.indd 20 27/11/2007 13:11:16 3.1 DEVELOP THE REGION AS IRELAND’S PRIMARY OUTDOOR AND ADVENTURE DESTINATION WHILE FOCUSING ON ENVIRONMENTAL SUSTAINABILITY

3.1.1 Rationale

This is an absolute priority in the product development arena if the marketing of the region is to achieve greater success with the provision of the range and quality of product that is expected by discerning visitors. Core to success will be improved environmental protection, conservation and best management practice. Equal focus is needed on water - sea, lakes and rivers – and land. Good care of the environment will enable the region to achieve ‘stand-out’ in outdoor leisure and deliver a truly accessible world class experience. The rugged west has an iconic feel to it and the product on the ground must match expectations. Outdoor and adventure products demand both top quality delivery and a freedom for the participant to take on the best challenge available – unconstrained by what may be perceived as artifi cial restrictions relating to land access or non-integrated supply. This is a highly competitive market and participants are fi ckle in their loyalties – as new challenges and opportunities appear elsewhere. The ‘been-there done-that’ syndrome of many activists means that the product must always be in improvement mode. However, such an approach has benefi ts too in that satisfi ed customers will inevitably bring more in their wake as reputation spreads. There is another point of signifi cance in that this objective delivers tourism into the rural parts of the region and should rarely be city-based.

3.1.2 Opportunities

To become the leading region for outdoor and adventure tourism, the West must develop coastal marinas; shore-based facilities; access to beaches and slipways and overall deliver a yachting or boating experience of high quality, readily available to the visiting boater or a tourist who wishes to access the sea (The upcoming Volvo Race highlights this need). Similarly lakes, canals and rivers need to be accessible and part of the overall amenity picture. Walks, access, tour-boats or hire-craft should be easily available and in relation to angling ghillies, boats and permissions easily sought. Perhaps the largest opportunity relates to walking where the natural landscape offers major resources for international standard walking in outstanding scenic areas. Again a joined-up product with free access to the high ground and iconic viewpoints is an absolute must if success is to be achieved. Considerable effort has been made in developing longer distance walks such as the Togher Way/St Patrick’s Way and these too must be developed in an integrated way to provide a thorough high quality experience. Additionally the co-ordinated Lakelands approach to the whole Shannon system will provide opportunity for East Roscommon and East Galway.

3.1.3 Strategic fi t with markets

The outdoor product based on the natural environment meets the needs of a range of market segments for which the West is an extremely acceptable destination. Short breaks, special interest and to some extent wider touring holiday markets all have clear appeal in the ‘great outdoors’, with most travellers becoming more conscious of the environment and increasingly valuing well protected natural assets. Those seeking the outdoors, healthy activities and appreciating the environment constitute a growth market. The appeal is greatest in domestic, GB and European markets all of which should fi nd accessibility a decreasing issue. Soft adventure (and now some hard adventure) – wellness, rural culture, self-improvement and spirituality - all have resonance within this growth market.

West Tourism Development Plan 2008-2010 21 3.1.4 Challenges and risks

In order to deliver top-rate environmental quality experience, a number of policy, regulatory and implementation issues need to be addressed. However, Fáilte Ireland West is committed to working with the appropriate statutory and other bodies to safeguard all aspects of the natural environment and to minimise the adverse impacts of developments in the man-built environment sector, as well as advocating best practice throughout the communities within the region. Other challenges to be addressed to successfully implement a coherent tourism strategy include access to land for recreational use and the funding of marina development. The potential of developing walking in Connemara to vie with the English Lake District as a walking hub is absolutely dependent on success in obtaining access to the high ground. While looped walks will partly fi ll the gaps they will not provide the free access to high ground that serious walkers need. River and lake pollution can damage water-based products as can lack of access to river banks for angling. The risks in pursuing this objective are not high in fi nancial terms – the real risk is in failure to gain easy land access and in delivering the funding to bring about the marina investment that the area must produce.

3.2 ENHANCE THE CULTURAL EXPERIENCE FOR VISITORS

3.2.1 Rationale

The West must be identifi ed as a cultural stronghold of the country with an image of experiences for the visitor based on heritage, arts, language and food. This is the Ireland of the advertising dream and it must be delivered to the visitor. Easily accessible experiences are essential as is authenticity and the ability to interact with local people who can share their customs and culture. As rural tourism appears to decline with urban accommodation bases, growing the need for authenticity and some rural focus becomes essential. Real Ireland is an oft-quoted ideal and the West must deliver on such a concept where Irish language, music and tradition are easily accessible parts of the experience. The strategy requires a quest for the essence of the Irish product to be found in the West and presented as a quality experience.

3.2.2 Opportunities

Opportunities lie across the region – from Galway to the islands to the heart of the counties. The cultural experience must be rich and varied and as authentic as possible. Real music, real language, arts that are true to tradition and heritage and customs that are made available to the visitor can provide a winning mix that appeals to a wide range of markets. Interaction with local people and with authentic customs and traditions can add a dimension to the West that others may struggle to achieve. Traditional music, Gaeltacht heritage, Christian Heritage and the traditional rural way of life can when presented sensitively and accurately give that ‘Real Ireland’ experience that is increasingly elusive.

22 West Tourism Development Plan 2008-2010 3.2.3 Strategic fi t with markets

Arguably this approach fi ts with almost every market that the region considers key – North America, continental Europe and GB all expect to fi nd the Real Ireland in the West. Some may have an idealised stylised Ireland closer to the Irish cabaret type of Ireland but increasingly the market segments which consider Ireland are looking for something more authentic. The short-break market, domestic market, affi nity groups, self-improvers and culturalists all seek the authentic experience.

3.2.4 Challenges and risks

The challenges lie mainly in providing a reliable product offering that is accessible for much of the year and where quality can be guaranteed. There is some evidence of past attempts to do this not succeeding and a convincing business case will be needed to ensure constant supply. Standards of service, interpretation and tourism awareness all play a part in making this approach a success. The risk lies in providing products which the market does not quite want and therefore losing the USP before it has seen any success. Spreading tourism across the region requires a cultural product being available in many arts and parts – if it is not, then the honey pots will continue to grow and regional spread will be limited.

3.3 DEVELOP A TOURISM CENTRE STRATEGY TO DEVELOP SYNERGIES

3.3.1 Rationale

Here the focus is on developing hubs or tourism clusters as centres of excellence that are both urban and rural based which act as beacons for regional tourism and bases for getting around the region. The strategy envisages the further development of a series of urban and rural hubs with a critical mass of tourism services and facilities to act as platforms for growth. There is also a need to assess how development can be spread across the region encouraging investment beyond the honey pots and obvious success stories. The real issue is to ensure that the dominance of city and urban tourism does not overwhelm the less prominent hubs and the traditional rural product providers. A balanced series of hubs and secondary nodes within the region, when associated with the current key hubs of Galway and Westport can initiate a process of spreading the load and the benefi t. However, in doing so the key brands should be protected.

3.3.2 Opportunities

The appeal of Galway seems unlimited at present and the strengths of the city appear well known as a tourism magnet. There is opportunity to improve aspects of the tourism offer in relation to culture. However, it is the Gateway position of the city that is important in encouraging regional spread. Island offers abound but there is a feeling that day-trips are prevalent. The gateway role of such a dominant part of the regional scene must be enhanced. In addition, the other key towns such as Westport, Ballina and Roscommon must take on a higher profi le in acting as nodes for their own sub-regions. Roscommon will need special emphasis. These towns in turn have another layer of centres beneath which also have a holding and signposting role – Clifden, Belmullet, Boyle, Strokestown for example. Another opportunity to enhance a tourism centre lies in developing a Salthill – Barna coastal path. As identifi ed at 3.1.2 the Lakelands approach provided opportunity for river-based hub development in East Roscommon and East Galway.

West Tourism Development Plan 2008-2010 23 3.3.3 Strategic fi t with markets

This element of the strategy also fi ts with most of the markets and segments that will be addressed in the West. Traditional car-touring, short breaks, domestic and international, GB, Europe and North America all fi t with the approach. Soft adventure, culture seekers, heritage enthusiasts – those seeking urban and rural experiences all will be targeted more effi ciently in terms of hold and spread through this approach.

3.3.4 Challenges and risks

The challenge here is to ‘risk’ moving on a visitor out of a honeypot to elsewhere in the region. It is possible that disappointment might occur or the visitor moves on to another competing iconic part of Ireland. This is a typical challenge in any regional strategy. It is also a challenge when the tourist’s sole reason for visiting may be one place or attractor – the real challenge lies in presenting opportunities to the visitor which he or she may grasp. The risk here is the simple one that the tourist who has made a specifi c choice may not want to broaden the experience and that therefore the policy of regional spread may not be successful.

3.4 IMPROVE ACCESS TO AND WITHIN THE REGION

3.4.1 Rationale

The provision of reliable, frequent and good quality access to a region is paramount. With lengths of stay decreasing for main holidays and with short breaks growing inexorably the need to provide easy access becomes more pressing. With an access node in the region itself then the opportunity to increase visitor’s lengths of stay and spend is more focused and achievable. Direct international air services provide a destination focus that gives prime of place to the initial landing region. Flights into more distant airports leave many opportunities to ‘lose’ the visitor especially when transport within the country may not be as appealing or user friendly to the visitor as would be desired. Rail transport, bus services to and from airports and rural transport all have a role to play as does rail frequency from the capital.

24 West Tourism Development Plan 2008-2010 3.4.2 Opportunities

Recent developments at have indicated the value placed on direct international access from key markets and the region’s focus must not be placed on one alone but on a hierarchy of access routes – domestic, GB, Europe and North America. A balance of routes from key international centres will allow the presentation of the region as an easily reached part of Ireland. Linked to this then are questions such as the frequency of rail and coach services form the capital or key cities, the development of the Western Rail Corridor and the provision of rural bus services at timings that assist visitors as well as locals. A spur to Ireland West airport would add value to both. As the use of cars by visitors decreases and public transport use increases this issue assumes increasing importance as an objective.

3.4.3 Strategic fi t with markets

The prioritisation of air route development should have a close fi t with the priority demands of tourism as well as local market needs. The obvious gaps of direct services to Europe from Galway can only be achieved if larger aircraft can use the airport. The aspirations for transatlantic services into the region at Ireland West may have to be tempered with the diffi culties new operators may face. Rail and bus improvements fi t with the needs of the trend to independent travel and to ‘greener‘ services. While the domestic markets may favour road travel, that too is an issue where progress needs to be made on certain key routes.

3.4.4 Challenges and risks

This objective may set the severest challenge of all as Fáilte Ireland West has limited opportunity to infl uence outcomes. Lobbying and encouragement can go so far in a process but may not ultimately lead to the achievement of goals. In an era where the Shannon-Heathrow issue has become a major issue in regional development terms the scale of the challenge is highlighted especially with ‘open skies’ starting to bite. The risks are identifi ed with the poor experience of transatlantic services from Ireland West this year where the destination itself can be harmed by low standards of airline service delivery.

West Tourism Development Plan 2008-2010 25 What needs to change? 04 What actions?

Keel Strand, Achill Island, Co. Mayo

61366_1 FI Regional plan W 2.0.indd 26 27/11/2007 13:10:36 4.1 A PARTNERSHIP APPROACH

This strategy focuses on a range of activities necessary to deliver tourism growth in the West. Fáilte Ireland West is committed to providing leadership, advocacy facilitation as well as delivery through key functions including product development, marketing, business development and visitor servicing. Only by integrating these elements of the tourism industry will an effi cient and effective delivery of an outstanding experience come through.

Fáilte Ireland West will be a facilitator in the fi eld of product development, maximising the opportunities available for growth, act as a catalyst and as a proponent of new development. It will rely however on many partners and will not itself be a developer. The Strategy therefore has an indicative element within it particularly for major new developments which the organisation will champion and bring to life.

Fáilte Ireland West will work closely with all local agencies to co-ordinate an integrated approach to tourism development in the region. The key implementing and funding partners will be: • The Local Authorities in terms primarily of tourism infrastructure, public amenities and LA visitor attractions, development planning; signposting and roads; and coastal resorts and beach management • The LEADER companies in terms primarily of community tourism initiatives, SME support funding and marketing integration • The County and City Development Boards will be key partners with respect to the communication and delivery of a co-ordinated regional strategy at the local level • Implementation of the regional tourism strategy objectives will take account also of the individual Local Authority Development Plans for tourism, recreation, the protection and conservation of the environment and the arts • Business and Tourism Enterprise by way of support in business development, human resource development, marketing and quality delivery • State agencies (including OPW, Coillte etc.) in developing quality tourism experiences.

As an integral part of the partnership approach to tourism development, Fáilte Ireland West plans to embark on a series of workshops with community groups throughout the region to facilitate the achievement of local aspirations. Encouragements and supports will be made available to local community groups in developing ideas for products and events which are community led and contribute to improving the overall visitor experience. Fáilte Ireland West will also actively encourage community engagement in programmes, such as Tidy Towns, and other initiatives which improve the quality of life for residents and tourists.

West Tourism Development Plan 2008-2010 27 4.2 KEY ACTIONS TO REACH GOALS

Develop the region as Ireland’s primary outdoor and adventure destination while focusing on environmental sustainability: • Brand West as Outdoor capital of Ireland - Make rural West irresistible to visitors. • Maximise potential of USP’s of outdoors activities, marine and angling. • Focus on the conservation and protection of the environment, including the promotion of better environmental practices. • Build Adventure Boomerang - Achill Activity Island, Adventure Centres at Achill, Uisce, Delphi, K2, Petersburg. • Upland walking - Achill, Nephin, Maamturk, Mweelrea, Twelve Pins, Partry throughout the region. • Cycle Hubs - New Loops, South Roscommon Shores, Galway City, link hubs and family hubs. • Adventure Events - Gaelforce, New All Ireland Challenge and Wild Ireland Run. • Lobby for/act as advocate for the development of marinas at key locations along the west coast e.g. Galway City, Westport and Ballina. • Marine - Volvo Ocean Race 2009. • Provide additional visitor moorings and upgrade existing visitor moorings. • Support the feasibility of an artifi cial reef for diving. • Develop angling centres of excellence – salmon capital – wild brown trout lakes. • Develop Salthill – Barna coastal walk. • Utilise the Lakelands approach in East Roscommon and East Galway. • Support the feasibility of re-opening the Galway-Clifden railway line as a greenway for walking and cycling.

Enhance the Cultural Experience of Visitors: • Engagement with cultural activities – Ireland’s Cultural Heart. • Upgrade visitor experience at key attractions. • Support new attractions with potential to enhance the visitor experience in the region e.g. Salmon Life Centre and Lough Corrib. • Engage with Irish language and culture in Gaeltacht; support traditional cultural initiative such as Cnoc Suain. • Develop themed touring routes. • Encourage the development of new festivals particularly in rural areas and in shoulder and off-peak season. • Implement Pilot Islands Strategy. • Pilot East Galway Cultural Centre of Excellence. • Identify opportunities for overseas visitors to experience our national games e.g. hurling and football.

28 West Tourism Development Plan 2008-2010 Continue to develop Tourism Hubs in order to Exploit Synergies: • Protect and enhance cultural and architectural core of Galway. • Develop music venues, conference facilities, Latin Quarter. • Provide major building of signifi cance for arts/museum. • Expand hubs of Galway, Westport, Ballina and Roscommon as touring/signposting centres. • Identify and expand rural nodes as secondary hubs - Clifden, Boyle, Leenane, Belmullet, Athenry/Loughrea, Inis Mor, Strokestown. • Position Galway as a Business Tourism/Conference destination. • Integrated approach to brand Connemara as a tourism hub both domestically and overseas. • Lakelands-based hub potential in East Roscommon and East Galway.

Improve Access to and within the Region: • Exploit the market opportunities of new route development at Galway and Ireland West airports. • Encourage provision of public transport from urban centres to regional airports. • Upgrade signage of tourism attractions on national primary and secondary roads. • Help improve rural transport services. • Support and encourage the Western Rail Corridor and spur to Ireland West airport. • Encourage hourly frequency on Galway-Dublin trains and better Westport frequency. • Monitor progress and encourage timely completion of N6 and N18 roads.

West Tourism Development Plan 2008-2010 29 4.3 MARKETING For the West, there are challenges to overcome when marketing the region as a great place to visit. For overseas tourism these include: • Communicating and capitalising on the cultural, rural, coastal and islands appeals of the region; • Exploiting the specialist niche market potential of the region.

For domestic tourism these include: • Sustaining the trend of Galway city as a popular and ‘events-led’ destination; • Countering the dominance of the appeal of Galway city by increasing the awareness of what is on offer in other parts of the region.

KEY MARKETING OBJECTIVES • Capture an increased share of the domestic and overseas markets. • Attract more holiday visitors and bednights to areas outside of Galway city, while maintaining the city’s popularity.

KEY STRATEGIES • Heighten the appeals of the region to attract more stay-over visitors by focusing on motivational themes. and selected niche soft adventure segments. • Continue to focus on growth prospects from North America and Europe. • Maintain the events-led focus for attracting visitors. • Integration and complementary strategies with industry partners and local tourism bodies for maximum impact. • Optimise the use of new media communication and distribution channels. • Adopt a more research based approach to marketing and measurement.

Fáilte Ireland West will develop imaginative and inspiring campaigns linked to the themes developed in the strategy to maximise the impact on the tourism economy of the region. The outdoor theme and the cultural offer will be the leitmotifs of Ireland West.

The marketing programme will be based around the following elements: • Develop television campaigns for the themes of the region in domestic markets • Develop associated press and radio campaigns • Exploit key events such as Volvo Ocean Race and Gaelforce • Exploit the market opportunities of new route development at Galway and Ireland West airports • Optimise the use of websites within the region to develop a comprehensive branded online presence • Work with partners to develop domestic campaigns and with Tourism Ireland for super region marketing • Support the further development of the national TCS as the basis for visitor servicing operations and marketing fulfi lment • Develop a comprehensive intra-regional communication programme for the industry, using online and offl ine media to supply up to date information on things to do and see, festivals, events and entertainment.

30 West Tourism Development Plan 2008-2010 4.4 ENTERPRISE DEVELOPMENT In the West the tourism-specifi c services to support business development and enterprise growth have recently been strengthened with a new position of Business Development Manager. The objective is to infl uence the design, theme, format and range of industry supports.

These services will become increasingly consumer-centric and will be tailor-made to support the key strategic objectives for tourism in the West.

The existing range of Fáilte Ireland skills development services including Optimus, Performance Plus and Locally-Based Learning Networks will continue to be widely promoted.

As an integral element of the new regional strategy, they will be supplemented by new schemes to address each of the critical goals in the regional strategy.

The key strategic objectives for the immediate future will be:

• Build the concept of Quality and Excellence into all business and people development activities • Identify and develop industry training and business development programmes to support regional tourism product development strategies and to meet specifi c regional needs • Encourage industry support for skills enhancement programmes in line with regional and national objectives • Liaise with third-level colleges in terms of innovation and networking initiatives • Provide an expert enterprise support service in co-operation with LEADER companies and others as appropriate • Provide regional intelligence and feedback to central services to infl uence service development and policy.

Future training and skills enhancement initiatives will be developed in consultation with the key industry players.

West Tourism Development Plan 2008-2010 31 4.5 VISITOR SERVICING A network of ‘Discover Ireland Centres’ is being rolled out by Fáilte Ireland as a key strategic component of providing a better visitor information service across the country.

The new concept will focus on providing comprehensive and high-quality visitor information in a pleasant environment, delivered by a combination of personalised concierge service and high-tech self-service kiosks. The ambiance of the new centres will be visitor friendly, with the service designed to cater to individual needs.

Over the next three years existing Tourist Information Offi ces will be re-branded and refurbished to provide an improved and a more visitor-friendly service.

Galway, one of fi ve pilot centres, will open for the 2008 season.

32 West Tourism Development Plan 2008-2010 4.6 TARGETS Ambitious targets in terms of holiday visitors have been set for the period 2008–2010, most notably to continue to grow the short-break domestic business while maintaining market share of overseas markets.

By 2010, the region would aim to earn up to €980 million from tourism activities in the region. The region targets to attract between 2.1m and 2.3m holiday visitors by 2010.

2006 Low Mid High

Domestic 760,000 890,000 930,000 990,000

Overseas 1,000,000 1,170,000m 1,210,000 1,300,000

Total 1,760,000 2,060,000 2,140,000 2,290,000

West Tourism Development Plan 2008-2010 33 05 Summary Action Plan

Galway Arts Festival

61366_1 FI Regional plan W 2.0.indd 34 27/11/2007 13:09:19 Details Elements Partners Timeframe

Strategic Objective 1: Develop the Region as Ireland’s Primary Outdoor and Adventure Destination while focusing on environmental sustainability a. Brand West Present an integrated product identity making the West irresistible – Industry Within of Ireland as maximise the USPs in outdoor activities, angling, marine and watersports. Local Authorities two years Outdoor capital Introduce ‘Leave-no-trace’ code of ethics for all outdoor activities in the Agencies: Udáras, of Ireland region LEADER, Sports Council

b. Build Adventure Engage with key partners in the activity and adventure industry to develop Achill Tourism By 2009 Boomerang and promote the Adventure Boomerang Industry Partners

c. Iconic Upland Iconic walks at Achill, Nephin, Maamturk, Mweelrea, Twelve Pins, Partry – LEADER By 2009 Walks access, car parking, trail signs. Local Authorities Landowners

d. Develop Cycling Expand hub initiative: Local Authorities 2008 onwards • New South Roscommon to link with Hub, Galway City hubs Coillte to Roscommon and Athlone LEADER • Link existing hubs • Develop Family Loops • Eco-park – competitive bike trails at Nephin Beg.

e. Build on Grow international exposure and content of: Organisers 2008 onwards Adventure events • Connemarathon and Gaelforce • Develop All Ireland Challenge – Wild Ireland Run • Exploit Volvo Ocean Race.

f. Develop Develop Letterkeen Wood as an outdoor wilderness park and rugged Coillte 2009 Letterkeen Wood mountain bike trail. as an Outdoor Wilderness g. Develop Salthill Support the expansion of Salthill Promenade walk to Barna taking coastal Lakelands Partners Short-medium - Barna coastal preservation measures into consideration. Waterways Ireland promenade County Councils

West Tourism Development Plan 2008-2010 35

61366_1 FI Regional plan W 2.0.indd 35 27/11/2007 11:57:56 Details Elements Partners Timeframe h. Lakelands Exploit marketing and product development opportunities in East Lakelands Partners Short-Medium Initiative Roscommon and East Galway under the new Lakelands and Inland Waterways Ireland Waterways strategy. County Councils

i. Marine Tourism Seek clarification on funding stream for marine development under the DAST and DCMNR By 2009/2010 NDP Local authorities To be confirmed Advocate for the development of 3 marinas at Galway City, Westport and Local Authority 2008 Ballina Marine Institute

Ensure Galway Harbour ‘fit for purpose’ to host Volvo Ocean Race Stop Local Authority Over in 2009

Enhance existing visitor moorings Identify new priority locations e.g. Inisbofin Marine Institute 2010 Explore the potential of developing an Artificial Reef at Killala Bay. j. Angling Centres Plan and implement Salmon Capital of Ireland – Moy Catchment. NW Regional 2008/2009 of Excellence Fishery Board LEADER – IRD Moy Valley Mayo County Council Local Industry Establish Wild Brown Trout Centre of Excellence in Great Western Lakes – Western Fisheries 2009/2010 Corrib, Mask, Carr Board LEADER Local Authorities (Galway and Mayo County Councils) Local Industry l. Other Equestrian – provide tourism business focus and introduction of a tourism Industry 2008 onwards categorisation system for equestrian centres

Golf – Encourage on-line booking, promote heavily in selected Clubs - resorts 2008/2009 international markets and provide tourism business focus.

36 West Tourism Development Plan 2008-2010

61366_1 FI Regional plan W 2.0.indd 36 27/11/2007 12:06:05 Details Elements Partners Timeframe

Strategic Objective 2:Enhance the Cultural Experience for Visitors a. Enhance the Explore potential and possibility of enhancing the visitor experience at: Industry By 2010 visitor experience • Foxford Woollen Mills through • Knock Shrine engagement with cultural activities • Westport House in the region • Kylemore Abbey • Strokestown House • Galway Atlantaquaria Encourage and support new Visitor Attractions – Salmon Life Centre Fisheries Boards By 2010 Ballina; Lough Corrib Centre Identify new iconic attractions. Private Sector Medium-long b. Irish language Identify a Pilot Initiative in South Connemara Gaeltacht where visitors can Udáras By 2008 and Culture immerse themselves in the language and culture LEADER Support delivery of traditional Irish experiences e.g. Cnoc Suain and Udáras By 2008 opportunities for visitors to engage with Irish culture. LEADER c. Develop themed Focus on: LEADER Rolled out from touring routes – • Houses, Castles and Gardens Local Authorities 2008 using web and • Coast and Country Industry traditional media • Christian Heritage • Farmers Markets / Food • Literary and Music • Folklore and Legend • Island Hopping. d. Festivals Continue to work with existing prominent festivals e.g. Galway Arts Industry Ongoing Festival to leverage exposure for the region as a cultural stronghold Encourage and support new festivals with a focus on rural areas and Pilot 2008 outside the peak season. e. Implement Pilot Increase range of products on Inisbofin, Inis Turk, Clare Islands and Communities 2008 on Islands Strategy promotion of island holiday experience. f. East Galway Cultural Centre of Excellence Community Medium term • Position Athenry, , Potumna and Ballinasloe areas as strongholds Groups industry for culture

West Tourism Development Plan 2008-2010 37

61366_1 FI Regional plan W 2.0.indd 37 27/11/2007 12:06:44 Details Elements Partners Timeframe

Strategic Objective 3: Continue to develop Tourism Hubs in order to develop synergies a. Galway City Support and encourage the development of a culture, arts, music venue City Council By 2010 – cultural and with conference facilities County Council architectural core NUIG Establish West End of city as Latin Quarter/Cultural Area Traders Medium-long City Council Iconic architectural building – identify opportunities. City Council Long term Private Sector b. Expand existing Develop secondary nodes to increase rural spread – Clifden, Boyle, LEADER Pilot 2008 tourism hubs of Leenane, Belmullet, Athenry/Loughrea, Inis Mor, Strokestown Local Authorities Galway, Westport, • Essential visitor hubs Local Community Ballina and • Engage with local community groups and industry to get ‘buy-in’ to Roscommon Groups a bottom up approach and identify gaps in the tourism product offering in an area. c. Connemara Integrated approach to brand Connemara as a tourism hub both DCRGA 2008 domestically and overseas. LEADER Udaras Comhdháil na nOileán Industry Local Community d. Galway Business Build up a critical mass of product in this area. Industry Medium term Conference University/ GMIT Destination e. Lakelands Hubs Utilise the new Lakelands partnership approach to develop hubs in East Lakelands Partners Medium term Roscommon and East Galway. Waterways Ireland County Councils

38 West Tourism Development Plan 2008-2010 Details Elements Partners Timeframe

Strategic Objective 4: Improve Access to and within region a. Exploit Develop co-operative marketing initiatives to improve sustainability and Tourism Ireland Short-medium marketing frequency of routes Airports opportunities of Increase inbound holiday visitors. Carriers new routes at

Galway & Ireland West Airports b. Encourage Advocate and lobby for frequent direct services to both airports. Bus Éireann Immediate provision of public Private Coach transport to Operators regional airports c. Upgrade Identify key attractions and improve signage. NRA Ongoing Signage of Tourism Local Authorities Attractions on National Primary and Secondary Roads d. Encourage Rural Engage with local community groups to identify poorly served areas and LEADER Short term Transport Services explore potential solutions. DCGRA suitable for Tourists e. Encourage Endorse the plans and lobby support for speedy progress. WDC Medium term Western Rail Iarnród Éireann Corridor and spur Local Authorities to Ireland West Airport f. Improved Rail Seek: Iarnród Éireann Short-medium Timetables and Hourly Service Dublin-Galway by 2010 Services Improved Westport-Dublin frequency by 2008 Consistency in level of service offered on InterCity/Inter Urban routes. g. Support the Encourage and support the N6 and N18 developments and upgrades NRA Ongoing ongoing and Advocate for improvements of important tourist routes in the region e.g. Local Authorities planned road N59 and R335. infrastructure improvements under Transport 21

West Tourism Development Plan 2008-2010 39 Spine as been estimated as 4mm please adjust if needed

FÁILTE IRELAND WEST Fáilte Ireland West, Forster Street, Regional Tourism Development Plan 2008-2010 Galway City

Tel: (091) 537700 Fax: (091) 537733 www.failteireland.ie www.discoverireland.ie/west