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Achieving Consensus in Donegal?

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Achieving Consensus in Donegal? Towards the Sustainable Development of Ireland’s Coast Developing a Donegal Marine Developing Marine and Tourism Product – Macro View Coastal Tourism in Ireland W W W Opportunity Mapping 2007-2013 W PRODUCT / BRAND MANAGEMENT & INVESTMENT ICoNet Conference, Cork MARKETING 12th & 13th April 2007 W Kevin O Connor W W POLITICALPOLITICAL CONSENSUS W CONSENSUS Donegal County Council QUESTIONS TO BE ADDRESSED 1. What is marine tourism potential? 2. How can we maximise the resource for local coastal ACHIEVING CONSENSUS communities whilst minimising the environmental impact? 3. What have been the limiting factors to date? 4. How can demands for space be reconciled? IN DONEGAL? WHERE CAN ANSWERS BE FOUND: EXAMPLES 1. Look at experience on ground • Lack of national policy in marine tourism - business displacement a threat (e.g. need to OF apply State Aid Rules / need to avoid ‘grant-driven’ mentality) • Investors frustrated by long timelines (e.g. public services / foreshore / planning) • But, some planning and strategic thinking going on in sector DIFFICULTIES & APPROACHES 2. Need to look objectively at opportunities and set POLICY 1. Experience on the Ground? Negotiations on Management of State-owned Salmon Fisheries DONEGAL MARINE & WATER-BASED •Agencies LEISURE AND TOURISM •Clubs INITIATIVE •Politics •Tourism •Investment •Marketing Click to return to Conference Schedule Towards the Sustainable Development of Ireland’s Coast DFP Construction Service Pier and Harbour Study River Liffey Regeneration Strategy Rossnowlagh Gridlock •Management experiment – Donegal and Derry River Liffey Regeneration Strategy •Independent assessment Objective •Staff and services Master Plan 4.7.5 “The •Environmental programme – traffic and dunes importance of the riversides cannot be •Zoning – ban jet skis (byelaws) overstated. Through their progressive development as public realm the whole character of the area is changing.” Policy 6.3.9.8 “The Authority will maximise the amenity potential of the water bodies”. Reusing the River - Cruise Liners - Itinerary of visiting “special attraction” vessels - Moorings for yachts/cruisers - Public leisure uses in attractive static vessels - Modern, fast, high quality coastal commuter ferry service - Tourist trip boat ventures - River taxi service - Slipway/landing stages to encourage small craft Click to return to Conference Schedule Towards the Sustainable Development of Ireland’s Coast Events and Profile - Direct the Docklands Festival to the river - Manage moorings to permit major displacement events eg 1720’s racing and Irish Coastal Rowing Championships etc - Host Skyfest and similar - Encourage the various Dublin tour buses etc to bring visitors in Riverside – Public Realm Public Realm Environmental Development Creation of new public areas and routes 2.WHAT IS OPPORTUNITY MAPPING ? • Dutch Spatial Planning Approach – What are key marine tourism activities? – Where are they located? – Map / Score them…. Quantitative + Qualitative Audit – Map / Score External Factors • Tourism Services & Access (affect visitor decisions) –Factor in weights • Output Maps= Opportunities / Gaps Click to return to Conference Schedule Towards the Sustainable Development of Ireland’s Coast Coastal Marinas e.g. Quality Indicators Scored Availability of Visitor Berths Availability of Services for Visitors Distance to nearest Marina – 1 day sail Sea Angling Charters e.g. Quality Indicators Scored: Registered Sea Angling Vessels Range of Angling offered: Standard, Wreck, Reef, Shark, Bluefin Tuna External Factors • Accommodation – Indicator of tourism services /strength of the tourism industry on the ground at county level • Infrastructure – Impact of airports, ferryports, roads and rail on accessibility of regions/counties Click to return to Conference Schedule Towards the Sustainable Development of Ireland’s Coast Collective Effect Externals Dublin, Southwest and Galway most visitor orientated West Kerry compensates for poor roads with good tourism services and professional approach to visitor satisfaction and marketing Reflected in regional visitor trends Regional Tourism Balance 2004 Dublin strongest – 4.8m visitors Followed by South West – 3m North West weakest – 1.3m Established Trend over years Strength of Marine & Water Based Activities (activity by county) Strength of Marine/Coastal Product based on Aggregated Scores Strongest product base in Counties Kerry and Cork – by long way Followed by Donegal, Galway, Clare, Dublin, Mayo, Wexford, Waterford, Sligo, Wicklow, Louth more limited potential Strength of Inland Water Product Westmeath & Roscommon strong Less developed throughout the rest of the midlands Comparative advantage is in marine Click to return to Conference Schedule Towards the Sustainable Development of Ireland’s Coast Packaging Marine & Water Next Step: Development Blue Print Activities with Mainstream Tourism Services at County Level Table 4: Identification of Marketable Products and Product / Service Gaps by Coastal County. Order of Sailing, Marine / Existing Boating, Whale & Small Water Theme • Using accommodation as an indicator of the Product Coastal Visitor Water Sea Inland Coastal Dolphin Inland Tourism Visitor strength of touism industry at county level Strength Counties Beaches Diving Marinas Sports Angling Angling Walking Watching Waterways Vessels Centres Services Services 1 KERRY Gap Gap • Combined with the strength of the marine Services Services 2 CORK Gap Gap tourism product base (activity scores) Services Product Product Services Product Product 3 DONEGAL Gap Gap Gap Gap Gap Gap • Indication of relative potential to package Services Product Product Product 4 GALWAY Gap Gap Gap Gap and promote MTL activities Services Product Product Product Services Product 5 CLARE Gap Gap Gap Gap Gap Gap Services Product Services Close to Bray • Most of western seaboard counties have the 6 DUBLIN Gap Gap Gap Sea World resources and accommodation stock to Services Product Product Product Product Product 7 MAYO Gap Gap Gap Gap Gap Gap develop a strong product base which is Services Product Product Product Product 8 WEXFORD Gap Gap Gap Gap Gap atractive to domestic tourists Services Product Product Product Product 9 WATERFORD Gap Gap Gap Gap Gap • Kerry, Cork & Dublin – Immediate potential Services Product Product Product Product Product 10 WICKLOW Gap Gap Gap Gap Gap Gap for enhanced packaging & promotion - Services Product Product Product Product Product 11 SLIGO Gap Gap Gap Gap Gap Gap Galway also attractive Services Product Product Product Product Product 12 LOUTH Gap Gap Gap Gap Gap Gap • Donegal, Clare, Mayo Wexford, Waterford, Product 13 LEITRIM Gap Wicklow and Sligo – immediate potential for Services Product Product 14 MEATH Gap Gap Gap product investment but have product gaps in Product Product Product activities / services 15 LIMERICK Gap Gap Gap Product not developed / insufficient quality Excellent or very good product that can be Good product that can be developed in Potential to grow subject to investment KEY / relatively low tourism demand / relatively brought to market immediately (requires Short term (requires improvement in In product development / infrastructure / links to small element of county tourism product promotion / packaging / service links quality and organization to compete tourism industry / accommodation Attractiveness of Marine Next Step: Strategic Investment & Water Activities to Overseas Visitors Product /Service Key Investment Source Total Total Department €million Investment Public / Agency €million Investment Public Private State € million • Impact of access infrastucture Invest. Aids • Strength of tourism industry in each county Beaches Environment 30.0m 30.0m • Combined with strenght of marine and & Local Govt. Visitor Marinas / Safe Havens / Gaeltacht & 2.4m 18.0m 2.0m 22.4m 41.2m water tourism product base Rural Affairs / Local Coastal Walking Routes 6.8m 6.8m • To provide an indicator of relative potential Authorities to package and promote activities to the overseas market. Diving 9.0m 4.3m 13.3m •Most of western seaboard counties have the Marine Visitor Centres Sports & 10.0m 10.0m Tourism / 29.7m potential to attract overseas tourists Fáilte Ireland Sailing/Boating/Watersports 6.0m 2.9m 8.9m •Kerry, Dublin, Cork and Galway in order have the greatest potential. Small Tourism Vessels 7.5m 4.1m 11.6m •Followed by Donegal, Clare, Wexford Product Clustering & Signature 19.6m 8.4m 28.0m Products •Mayo and Waterford also have quite strong Inland/Sea Angling DCMNR / potential. Fisheries 35m 2m 37m 35m Boards Totals €84.2m €62.1 €21.7m €168m €105.9m m Analysis of Product Gaps •Beach resort facilities and coastal walking Next Step: Strategic Marketing routes right around coastline • Absence of visitor marinas between South Clare and North Donegal Table 4.3: Identification of Target Markets and Promotional Platforms (based on maps 18 and 20 to 25 - activity by county) • Sea angling access via small piers and Map 18 Map 20 Map 21 Map 22 Map 23 Map 24 Map 25 Overall harbours on Southeast/Northwest coasts Order Product Potential to Attract Potential to Attract Marketing Platform Marketing Platform Marketing Platform Marketing Platform of Strength Domestic Visitors Overseas Visitors "Spirit of Adventure" "Trails and Ways" "Family Adventure" "Balanced Living" • Sea trips/small tourism vessels on East and Merit (All Activities) (All Activities) (All Activities) (Greatest Potential) (Greatest Potential) (Greatest Potential) (Greatest Potential) Southeast Coast and Clew
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