Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action

Contents

Foreword: Mr. Michael Mullally, Chairman, County Kildare Tourism Task Force

Executive Summary

1. Introduction and Background

2. Defining Tourism in County Kildare

3. Policy Context for Future Tourism Development

4. SWOT (Strenghts, Weaknesses, Opportunities, Threats) analysis of Tourism in Kildare

5. Key Themes, Objectives and Recommended Actions

1 A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

Foreword by Mr. Michael Mullally,Chair of County Kildare Tourism Task Force

It was my pleasure to respond positively to the request to chair this Task should see our tourism industry, as being something that should aspire to Force. I complement most fully, all the members both past and present of evoke the very same brand recognition. Kildare as a county has "Intel the Task Force, the many people who met us and gave us their valuable Inside" and Ireland as a country has "Kildare Inside". Let’s put ourselves input and the members of the trade itself within the County who where we belong – as the ultimate symbol on everyone’s agenda who contributed critically important views on their industry and the way seeks a world class Tourism experience. forward.We were helped most significantly in our work by Willie Carroll, Director of Community & Enterprise at Kildare County Council, and his For some, this report will hopefully encourage them along the way.All support team.We were also fortunate to be able to rely on work involved in the tourism sector in the county must think and respond to previously undertaken by his predecessors and their deliberations on the the market in the very same manner as the global manufacturing business way forward for this critically important sector of business with the county. has to respond to the market. New ways must be continually evolved to add real value and cost competitiveness to our customer base.We must This tourism report, at its core, is probably different from many others in that it doesn’t call for more state funding to be pumped in to the strive to retain and enhance our uniqueness as a county, with the industry as the primary requisite for success. Instead it attempts to unrelenting challenge of finding more mechanisms to work closely clearly challenge the tourism sector itself to work much more closely together to add real value and choice to an ever more discerning together in a spirit of mutual interdependence to grow the business base marketplace. for the benefit of everyone. Michael Mullally, Tourism is a truly multinational business. It has all the elements contained Chair within it that are usually confined in the public mind to other businesses County Kildare Tourism Task Force April 2002 such telecoms, computers or pharmaceuticals. Kildare knows the high technology multinational businesses only too well. It has successfully met exacting criteria in many notable instances to the envy of most other counties in Ireland.The great technology catch phrase that sits on almost every computer anywhere in the world is ‘Intel Inside’.That phrase speaks volumes for the quality of that computer. It is powered by a world-class component that is a global leader in its field.We in Kildare

2 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action

Executive Summary

The Tourism Task Force set out to chart a framework for the development Theme 3 - Developing links with adjoining counties including Dublin of the tourism sector in County Kildare in the period 2002 to 2006.The Task Force, which was composed of a wide range of representatives from The objective under this theme would be to develop co-operation and the tourism sector and from various agencies involved in the promotion of co-operative ventures with adjoining counties for mutual benefit. tourism made a number of key recommendations with regard to the development of tourism within the County. In the first instance the Tourism Theme 4 - Engaging the trade Task Force has reviewed developments over the last number of years and has particularly noted that under a number of indicators the tourism sector The objective under this heading would be to secure greater and continued has expanded and developed. Not withstanding these developments it is support from the trade for joint tourism development activity including felt that considerable attention now needs to be given to planning for the increased trade support for Kildare Failte. future period.The report also notes the market and policy context for the future together with providing an overall SWOT (strength, weaknesses, Theme 5 - Responding to the tourism consultation Form June 2001 opportunities and threats) analysis of the tourism product and sector within Kildare.The Tourism Task Force accepts the vision (to make Kildare the first The objective under this heading would be to examine the valuation oversee choice county to live, learn, work, visit and do business) agreed by the the implementation of suggested projects that were put forward at the County Development Board in its Kildare 2012 Strategy, and furthermore tourism consultation forum in June 2001. In addition it is proposed that a accepts this vision as the guiding vision for development of tourism in the regular consultation Forum would be held with the tourism sector in the county. coming years.The report goes on to identify a number of themes and key actions including: Theme 6 - Co-ordination mechanism for tourism in County Kildare Theme 1 - Embracing information and communication technology for The objective would be to set up an operated co-ordination mechanism tourism development for tourism development within the county and specifically recommends the establishment of a tourism strategy group which would bring together The objective under this theme is to insure that all-key tourism providers the representatives of the tourism sector Kildare Failte, MERTA, Kildare and attractions are fully organized trained and equipped to secure County Council and KELT and chaired by an independent chair. maximum development from ICT.

The combination of these themes and specific actions set out a programme Theme 2 - Co-ordinate marketing approach of work which the Tourism Task Force has identified.With the support and n The potential opportunities for tourism development within the county. agreement of the County Development Board implementation of the n Using upcoming major events as a catalyst for substantial development various proposals will be overseen by the proposed Tourism Strategy Group.

3 A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

1. Introduction and Background

The County Kildare Tourism Task Force was established in June 2000 to behalf of local development agencies).All of those invited to participate review progress on tourism development in County Kildare and to offer in the Tourism Task Force took part, except Bórd Fáilte, who cited their guidance for the future development of the tourism sector in the county national promotional role and adequate representation through MERTA for the period 2002 to 2006. It was also hoped that the Tourism Task Force for their non-participation. would set a direction for all interested stakeholders, give an opportunity to combine resources and plan on a joint basis for the coming period. The Tourism Task Force was chaired by Mr. Michael Mullally, Chief Executive Officer of Bandenberry Ltd, the developers of Millennium Park, Tourism is fundamentally an economic activity with strong relationships Naas and a member of the County Development Board representing the with other sectors and policies. In a wider socio-economic context, business and commercial sector within the County.The office of Director tourism is a vital economic activity that provides jobs and investments in of Community & Enterprise, Kildare County Council funded and serviced locations that might not otherwise benefit. It also provides a wide range the Tourism Task Force and Mr.W Carroll acted as secretary to the Task of local jobs and alternatives to high technology areas now sought by an Force. In addition, the Tourism Task Force was assisted on a number of increasing proportion of our young workforce.Wider issues, such as occasions by Kildare Fáilte and by KELT, particularly in relation to the environmental quality, also impinge on the tourism product.Areas having organisation of Consultation Forum. an attractive local environment are the more likely to benefit from the tourism spend.Tourism facilities and attractions also add to the quality of The Tourism Task Force met on 12 occasions during the period June life of local residents and it is often only possible to provide such local 2000 to January 2002.As part of a consultation process submissions services when part of a wider tourism trade or service.Tourism potential were invited from interested parties and the general public.A total of and success therefore impinges on many sectors. It is the responsibility of seven written submissions were received from members of the public on all citizens to see the value of tourism and to act in a way that support a wide range of issues relating to tourism development in the county. In the tourism product and trade. addition, the Task Force organised a Consultative Conference in June 2001 which all of the key interests in the tourism trade within Kildare The Tourism Task Force was established by the County Strategy Group, attended.The Forum contributed to a review of progress to date and the precursor of the County Development Board.The Task Force was also devised a number of suggested actions that might be considered in established as a broadly based group representing the main strands of the context of the Tourism Task Force’s final report. opinion within the tourism sector and included representatives from the tourism trade, Kildare Fáilte, Kildare County Council, MERTA, KELT (on

4 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action

1. Introduction and Background

The membership of Task Force included:

• Michael Mullally, Chairman,Tourism Task Force, Member KCDB • Cllr. Michael Fitzpatrick, MERTA Board member • Niall Bradley, Kildare County Manager • Justin Larkin, Programme Manager, KELT • Tom Malone Chair, Kildare Fáilte 2000 • Sean Cleary, Chair, Kildare Fáilte 2002 • Margaret Edgill, Former Board Member, Kildare Fáilte • Benita Reynolds,Administrator, Kildare Fáilte • Raymond O’ Connor, independent member. • Michael Brady,Tourism Officer, Midlands and East Regional Tourism Authority (MERTA). (Replacing Ann Prendergast, MERTA)

5 A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

2 - Defining Tourism in County Kildare

Defining the nature and extent of the tourism industry in a county like incidence of day visits and the specialist conference / corporate market, Kildare is problematic. Normally accepted definitions involving overnight it was felt that a flexible definition is necessary and justified when stays and 24 hour visits held less relevance for Kildare, given its discussing tourism in Kildare. Capturing the extent of the tourism proximity to a large metropolitan market and the volume of single day industry and its economic impact is equally problematic. Short of having trip activity.The Task Force was of the view that spending accruing from full reporting by each operator of their activity, turnover etc., it was those that spend a full 24 hour period in the county was too narrow as necessary, in common with a number of similar reviews, to accept some a definition in the context of Kildare.With proximity to Dublin, the other proxy indicators such as those set out below. Indicators of Tourism Activity – County Kildare - 1991 – 2000 Number Rooms (Registered and Approved) Year 1991 1995 1998 2000 1991 1995 1998 2000 Hotel 13 16 20 20 230 297 483 569 B&B Town & Co. 34 38 58 53 161 222 218 Farmhouse 8 151415 58 55 62 Total 55 69 92 88 516 760 849 % Increase ‘95 – ‘00 27.53% 64.53% Self Catering 15 12 13 43 34 66 Camping 1115 15 Sources: Bord Failte, MERTA, Kildare County Council While the above is a limited picture, the most interesting items to note The Tourism Task Force also examined the progress and development are in relation to increases in the number of accommodation establishments that had been made during the course of the previous County Tourism (28% increase in the five years to 2000) and number of rooms available Plan 1995 / 2000 and an outline of the major developments in relation to (64.5% in the same period.) In addition to the above, Bórd Fáilte estimated the key areas identified, is set out in Appendix 1. that the overseas tourism spend in County Kildare for 2000 was €208.24M broken down as follows: • United Kingdom €133.3 M (£105M) • Mainland Europe €34.3 M (£25M) • North America €34.3 M (£27M) • Others €8.9 M (£7M)

6 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action 3. The Market and Policy Context to Future Tourism Development Development

An Overview of Future Developments destination will continue to be contingent on both adequate investment and maintaining competitiveness. The ‘average traveller’ no longer exists.The market is becoming

increasingly segmented through demographic shifts and lifestyle factors, n Season Extension & Balanced Regional Distribution which increasingly dictate choice of holiday destinations. Customers are Future growth can be achieved by improving balance between more sophisticated and look for higher standards.They are also older, the regions and /or extending the holiday season. more affluent and increasingly choose destinations on the basis of activity options.They seek travel convenience and flexibility, innovation and n Environmental Appeal greater value for money.They also demand holidays with low Development and growth within the industry must not impact environmental impact.The changing customer profile presents challenges unfavourably on the environment, a key asset to both the image to travel and holiday suppliers in communicating destination information and attractiveness of the tourism product. and options, in development of suitable products and in effective product distribution. n Visitor Experience Irish people, as a whole, should be kept aware of the importance In growth terms, tourism in Ireland has performed substantially better than many other sections of the economy.The industry’s foreign earnings of the tourism industry to the country and how they as individuals make a greater net contribution to the country’s balance of payments are an important component of the visitor experience.Tourism than does any other sector.The potential for tourism remains strong Ireland, markets the island of Ireland overseas as a tourism provided the industry maintains its focus on the key steps to sustained destination and promotes Ireland as a unique experience involving: growth.A number of underlying issues must be recognised and tackled if Ireland is to achieve its full potential in the global tourism industry. n People

n Place and

These include: n Pace.

n Relative Competitiveness This must be maintained in a holiday experience that maximises The Tourism Task Force accepts these underlying issues as given and as visitor satisfaction.The relative attractiveness of Ireland as a the market context for the development of tourism in Kildare.

7 A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006 3. The Market and Policy Context to Future Tourism Development

Accepting this as a market context, the Tourism Task Force also had • County level including the county application of the MERTA regard to the current public policy context for tourism development Regional Plan, Kildare County Development Plan 1999 – 2004, operating at: Kildare Fáilte’s work programme especially in relation to marketing of the County, the KELT Programme Plan to 2006 and National level including the National Development Plan 2000 – • this the Final Report of the Tourism Task Force, including clear 2006, the Bórd Fáilte Strategy and proposed work of Tourism and direct links back into the Kildare County Development Ireland Limited and the proposed National Spatial Strategy, Board and its Strategy, KILDARE 2012. • Regional level including MERTA’s Regional Tourism Plan setting out its view of tourism policy for the period 2000 – 2006, A matrix setting out this policy context is included in Appendix 2. Regional Planning Guidelines and the Mid East Regional Authority Regional Report.

8 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action

4. SWOT Analysis of Tourism in Kildare.

STRENGTHS:WEAKNESSES:

n Proximity to Dublin and Midlands n Under use of Web, internet etc as marketing and promotional tool n An out of town experience near city n Lack of facilities along waterways n Location – proximity to Dublin ports, airport n Lack of wide range of accommodation n Access points n Mix of facilities / attractions / critical mass issues n Adjacent to Dublin / Wicklow with high visitor input n Lack of guides / tours specific interest groups n Good quality mix of tourism product – spread throughout the county n Lack of proper presentation of tourism product n Uniqueness of human – personality mix n Perceived as a drive-through county with major roads and motorways n Canals bypassing towns n Heritage : St Brigid n Poor interaction between tourism trade / local awareness / regional networking n Golf Facilities and top clubs n Signage, condition of minor roads n Equestrian / Outdoor Sports n Inadequate facilities for angling and specialist activities n Festivals

THREATS:OPPORTUNITIES:

n Lack of awareness at home of our heritage n Build strong marketing relations with incoming tour operators and expand the n Potential overdependance on single day activity and trips etc. awareness of a dedicated website n Threat to the natural habitat and ecology n Branding as "Thoroughbred County" and potential in marketing of various other n Voucher system causing dissatisfaction with tourists/ operators sectors e.g. heritage / canals / other sports n Potential downturn in economy in Ireland and globally n Packaging of county events n Undervaluing of the potential of the tourism sector as a contributor to the n Value added to tourism economic development of the county n Good base for further touring / regional linkages n Lack of integrated and joint marketing promotion n New TV soap set in Kildare n Ryder Cup – 2006 n Proposed European Equestrian Games – Punchestown 2003 n Special Olympics 2003 n Potential for World Angling events in the county n World-wide interest in heritage and St. Brigid – spirituality

9 A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

5 - Key Themes for Future Development

The Tourism Task Force accepts the vision “To make Kildare the first choice The ICT initiatives considered and recommended are as follows: county to live, learn, work, visit and do business” agreed by the Kildare n E-mail: County Development Board in its Kildare 2012 Strategy as the guiding In marketing and promotion, priority should be given to all vision for the development of tourism in the coming years.The Tourism tourist products, services and attractions where e-mail capability Task Force is confident that the recommended key themes and actions, is available.While initially postal address only facilities will be as set out in this section, represent a substantive response to this vision. listed on tourism brochures, it would be the hope and firm intention The key themes and proposed actions, based on a review of tourism and that within two years no serious tourist outlet in County Kildare consultation with the trade and others, set out an achievable range of will be without e-mail as an essential contact medium. proposals that will enhance the tourism sector over the coming years. These themes and actions include: n Websites: Ideally, every tourist facility in Kildare should be viewable from a website. Increasingly, more and more tourists are defining and Theme 1 - Embracing Information and Communication Technology electronically planning their holiday from their own PC’s before (ICT) for Tourism Development they make any journeys.Tourism providers simply must be in that marketplace. OBJECTIVE To ensure that all key tourism providers and attractions are fully Consequently, the Kildare Tourism website (and / or the tourism portal organised, trained and equipped to secure maximum benefit from ICT. of kildare.ie ) should include such features as:

BACKGROUND • Links from Kildare’s major attractions such as Japanese Gardens, In a survey conducted in February 2002 for the Tourism Task Force by K-Club, Curragh Racecourse, Kilkea Castle, etc. to all other Kildare Community Network, the operators of kildare.ie, it was found Kildare tourist products. that a large number of service providers did not fully use the potential • Links from Kildare County Council website directly to presented by ICT use.The full details are included in Appendix 3. Kildare Tourism. In order to achieve the objective set out above a clear package of activity is necessary in order to ensure that the trade appreciates the value of • Enhanced links from Bórd Fáilte,Tourism Ireland Limited, Northern ICT and the emerging trends in marketing and sales of the tourism product. Ireland Tourism,MERTA etc. to Kildare Tourism and vice versa.

10 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action

5 - Key Themes for Future Development

• Similarly domain names like Kildare Tourism.com and .eu should could significantly reduce the individual costs to each tourism equally be considered and appropriate registration obtained. operator, and accelerate their willingness to go "online".

• Issues for additional consideration should also include, funding The Tourism Task Force has identified indicative costs that would make for a Kildare Tourism website, upgrading of information on the a start in achieving this objective. It is estimated that €32,000 would website – how often etc. be initially required to develop a suitable website presence and an appropriate tourism portal for County Kildare. In addition, it is anticipated Potential of online booking, via a Kildare Tourism Website or • that at least €10,500 per annum would be necessary for the ongoing through an agency or directly to the operator, to be examined. maintenance and development of the site.These figures would however An agency (e.g.Ticketmaster type service) could work for a only relate to the site being available in English. If other languages were variety of counties, thereby sharing the administration workload. required the cost would be considerably more.

An audit could be undertaken of establishments that do not have • In any event, the Tourism Task Force is of the view that a number of key a PC. Scope exists to do a bulk purchase for, say the four actions are now necessary in order to proceed with the above objective. counties (Kildare, Meath,Wicklow and Dublin) and, if appropriate, hardware, software and tutorials.This bulk contract approach These actions include:

Actions Measures of Success Lead Agencies That the trade adopts and positively Percentage of providers using Kildare Fáilte embraces ICT (a) E-mail (b) Website (c) Booking Form facilities Provision of funds to develop Kildare To be initiated by June 2002 – Funded in part from the industry and part of the Kildare Fáilte Tourism portal linked to other sources Kildare County Council Grant to Kildare Fáilte Training for providers Beginners course x 2 County Enterprise Board for provision Advanced course x 2 of training First round of training to be organised by mid 2002

11 A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

5 - Key Themes for Future Development

Theme 2 - Co-ordinated Marketing Approach message emerging from the marketing approach is clear, distinct and understandable by the market. In addition, the co-ordinated marketing OBJECTIVE approach requires a continuous campaign period in order to ensure that The objective under this heading is to ensure that a co-ordinated there is a follow through in message from one year to the next. It is marketing approach is devised for the county and delivered envisaged that a comprehensive marketing approach for the county will having due regard to: require approximately three years intensive action, drawing on the major strengths of the county and focusing on the potential opportunities n the potential opportunities for tourism development within the county. available for market development. Considerable use should also be made n Using upcoming major events as a catalyst for substantial of the agreed marketing brand for the county, Kildare – The Thoroughbred development. County in order to fix within the mind of the market a clear identity and a quality approach. In addition, a system needs to be devised where BACKGROUND greater linkage is created between the marketing of Bórd Fáilte,Tourism Marketing of the tourism product within Kildare exists at many levels Ireland Ltd., MERTA and initiatives emerging from the county. In this including individual promoters, attractions, specific tourism groups e.g. context the availability of a fulltime Tourism Marketing Officer for Bed & Breakfast, equestrian etc., and specific marketing of the county, Kildare, based in the county would ensure greater coherence and impact mainly through Kildare Fáilte and MERTA. In order to achieve a consistency in marketing effort. around these marketing approaches it is necessary to ensure that the Actions Measures of Success Lead Agencies Marketing Development Programme to proceed and build on work in 2001 Marketing outputs and increased business Kildare Fáilte Specific marketing response to the major events and activities Degree to which major events are Tourism Strategy Group scheduled for Kildare over the next number of years involved in major marketing promotions Examine the feasibility of securing a full time Tourism Marketing Officer Examination to be concluded by July 2002 Tourism Strategy Group for the county Work with larger tourism generators to add value to existing activity Number of new initiatives developed Kildare Fáilte Extend the application of the Thoroughbred brand to a wide range of Number of brand concepts applied Tourism Strategy Group in conjunction with the Kildare tourism products. Horse Development Company and Kildare Fáilte Examine the potential of sports, leisure and recreation in tourism Number of proposals advanced Tourism Strategy Group with participation of the development Kildare Sports Partnership

12 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action

5 - Key Themes for Future Development

Theme 3 - Developing Links with Adjoining Counties (Including Dublin) Consequently, co-operation initially between Dublin, Meath,Wicklow and extending to Carlow, Offaly and Laois is essential if new and worthwhile OBJECTIVE initiatives are to be developed and if existing products are to be further To develop co-operation and co-operative ventures with adjoining developed and enhanced. Potential projects such as "Source to Sea" Tours counties for mutual benefit. of the Liffey and the Boyne and "A Pale Trail" are but some of the new products that can enhance the ability of these adjoining counties to work BACKGROUND closely together, and bring new products into the market. Existing Every effort will continue to be made to maximise the focus on tourism products such as the Royal and Grand Canals can be further developed expenditure and related activity within County Kildare. However, in the to maximise inter county co-operation. Major companies like Bórd na past insufficient priority was given to working more closely with adjoining Móna should be encouraged to replicate its narrow gauge railway feature counties in order to maximise the impact of tourism on behalf of the at Blackwater, Co. Offaly to add in the bog land areas of Timahoe and entire region. Lullymore where much of the rail infrastructure is still in existence.

In the first instance Dublin is a major tourism resource on Kildare’s To get the joint process going a joint committee structure should be doorstop.The tourism growth in Dublin City over the last 10 years offers established, where at least two representatives from Kildare, Meath, potential for new and innovative packages involving mixed experiences Wicklow and Dublin Tourism (extending in time to Carlow, Offaly and (city and country) not available in many other counties. Likewise, for Laois) meet on a regular basis to share and agree common objectives example, the private tour operators, including the open deck "hop on and ideas.The Kildare representatives should be drawn from the and hop off models" have the potential to have a more regional route proposed Tourism Strategy Group. Ideally, they should meet as often as considered as part of their trips.Visiting the Guinness Hop Store is a the business dictates, but at least one meeting per quarter should be major destination on these tours. For a small additional premium tourists mandatory, with the venues revolving to each county.All minutes of the could have the option of supplementing their Brewery visit by visiting meetings should be shared with County Tourism Groups in Meath, Leixlip the home town of the Guinness family and where Guinness was Kildare,Wicklow and Dublin.This group could be chaired by a MERTA first brewed.This gives a new and a much wider dimension to the representative, or other tourism body to ensure that at all times the Guinness Experience.This in turn will provide potential access to other group is aware of what is going on, on a national or regional level and attractions in the adjoining area including Carton Estate, Maynooth vice versa. College and Castle, Castletown etc. Other projects such as Arts and Sculpture Trails together with touring route proposals, including the Welsh / Irish Celtic Circle, might be advanced at this level.

13 A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

5 - Key Themes for Future Development

Actions Measures of Success Lead Agencies Call together representatives of county tourism Interests from First meeting to be called following the launch of the Tourism Tourism Strategy Group Kildare, Wicklow, Meath and Dublin Task Force (See Theme 5 below) Target annual programme of joint activity including 3 / 4 Degree to which counties see value in joint working and Tourism Strategy Group meetings per year support for joint activity Establish, as an early success, a joint project on local tourism Support for early joint project and securing financial support Tourism Strategy Group development using major rivers (Liffey, Boyne, Barrow etc) or from funding agencies, including INTERREG the Gordon Bennett Race (with Laois and Carlow) as theme

Theme 4 - Engaging the Trade ingredient here is the ability to satisfy the hotel, that the standards and OBJECTIVE quality of the B & B establishment will positively reflect on the hotel’s To secure greater and continued support from the trade for joint referral.This model, of being a hotel approved establishment, would not tourism development activity including increased trade support for only confer additional business to the B & B operators, but equally, it will Kildare Fáilte. be valued by the hotel and its customer, who instead of being refused accommodation would be offered an acceptable alternative, in the same area. BACKGROUND Engaging the trade to mutually reinforce each part of the industry within the Similarly, golf courses and other providers of tourism related opportunities county is necessary and urgent.To that end the establishment of improved should be encouraged to clearly indicate a willingness to refer and networking between tourism providers and facilities within the county co-operate if they do not have the current capacity to handle a specific should be fully encouraged. It is noticeable within the tourism industry in the customer led demand.At any time a clear model of approved linkage county (with a few exceptions) that there are very few examples of active and referral makes good commercial sense. However with the Special co-operation between the various tourism related operators. Olympics and Ryder Cup and other major sporting events, it is particularly important that the mechanism is in place to maximise the local economy One potential action is an apparent opportunity to develop significant expenditure of such attractions.This is an opportunity to develop a additional business that could be derived by B & B operators who are "Kildare Team" concept in a Tourism context.Consequently any events, located in the vicinity of major hotels.A mutually agreed relationship conferences, or other opportunities that can be devised to encourage could be developed to take "over" bookings from these hotels.The key improved linkage must be encouraged and sustained throughout the county.

14 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action

5 - Key Themes for Future Development

Another topic related to engaging the trade is the level and degree of formal grant agreement with targets and outputs need to be addressed by support secured from the trade for joint activity.This, in essence, is a the funder and the funded. Currently tourism is the only business sector measure of how much the trade really wants to work together.While it is receiving direct ongoing annual marketing support for private marketing. In acknowledged that the trade has many marketing demands including: 2002 Kildare County Council will contribute €70,000 while the sector subscriptions to MERTA,Tourism sector groups, (B&B, Irish Hotels contributes €13,000 and some voluntary input. Equally, Kildare County Federation, etc) and Kildare focused initiatives, especially Kildare Fáilte. Council should consider agreeing to a four year tourism funding However, it is appropriate to take trade funding into account when programme, indexed to inflation, from their current annual subsidy. However considering the ongoing funding of Kildare Fáilte.An increased share of the the certainty of these funds should be counterbalanced by the need to see cost and responsibility for funding the activities of Kildare Fáilte must regular tangible evidence that Kildare Fáilte is developing innovative ultimately rest with the industry itself.This objective must be set out in a mechanisms to develop the matching funds by year four.To help in this strict businesslike fashion where realistic targets can be set and monitored. review, and in the value for public money audit of Kildare County Council’s It is recommended that a target for Kildare Fáilte by the end of 2005 support for tourism, a financial module should be developed by Kildare should be to see 50% of its total funding being provided by its own County Council to identify and agree the effectiveness and return for this members.This would then activate a very comprehensive challenge of how investment from a qualitative and quantative point of view. Kildare Fáilte can and should add real and measurable value to its members. Individual members must see that their financial contributions are a good It may well emerge that clear evidence will be documented, showing that return on their investment. the use of public funding in support of tourism generates significant returns on investments for the local, regional and national economy. However, if Likewise, greater transparency needs to be brought to the grant aid such return on investment cannot be identified it is the view of the Tourism process. Issues such as clearer focus on breakdown of grants, priority to Task Force, that continued support from the public purse should be evaluated marketing and actions highlighted in the report, agreed levels of service, by the management of Kildare County Council and its elected members.

Actions Measures of Success Lead Agencies Co-operative joint actions to be developed by inviting the trade to No of new joint ventures established or sustained Kildare Fáilte come together to creatively look at new ventures including the potential of Public Private Partnerships Achieve balanced relationship between private investment to county The degree to which the trend is moving towards 50:50 Kildare County Council as funder and initiatives and public funding and its achievement by December 2005 Kildare Fáilte as recipient Greater clarity in Kildare County Council grant aid policy Development of a new funding policy, model and Kildare County Council agreement to be in place by September 2003

15 A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

5 - Key Themes for Future Development

Theme 5 - Responding to the Tourism Consultation Forum – June 2001 propose a series of detailed projects and activities to be considered. In addition to naming such actions the Forum also outlined issues such as OBJECTIVE description of action aims, methods to advance actions and possible To examine, evaluate and oversee the implementation of projects suggested individuals to lead.While the detailed examination and progression of at the Consultation Forum. these actions is outside the remit of the Tourism Task Force it is felt that these need to be responded to, considered and implemented if found viable.A full copy of the Consultation Forum Report is available on BACKGROUND request from Kildare County Council ( Community and Enterprise Office), As part of the consultation process for the production of this report the KELT and Kildare Failte.Actions related to tourism suggested during the Tourism Task Force hosted a Consultation Forum in June 2001.The County Development Board Strategy Consultation process will also be Forum was well attended by all strands of the tourism industry in included in this objective. Kildare.The Forum, in addition to being a listening exercise went on to

Actions Measures of Success Lead Agencies Set up a process where the Consultation Forum action All suggested projects to be fully evaluated by October Tourism Strategy Group to initiate, and lead by KELT proposals are examined, evaluated, and implemented 2002 using a facilitated session of interested individuals and Kildare Fáilte if viable

Theme 6 - Co-ordination Mechanism for Tourism in Co. Kildare would also drive forward the implementation of the Tourism Task Force Report and any such issues deemed appropriate for action.This Group would be appointed by and report to the County Development Board OBJECTIVE on tourism matters within the county and on the sector’s contribution To set up and operate a co-ordination mechanism for tourism development to the strategic plans of the County Development Board.To be known as in County Kildare. the Tourism Strategy Group (TSG) it would be composed of 4 / 5 members including representatives of Kildare Fáilte, MERTA, Kildare BACKGROUND County Council and KELT.The Group would have an independent Chair. The need for an overarching co-ordination mechanism was evident The TSG would represent Kildare in discussions with adjoining counties throughout the Tourism Task Force process. Such a group would not be and in any Inter-County Tourism Committee to be established.The TSG yet another operational agency with budgetary powers, rather a group would develop good relations with MERTA and other tourism bodies.The giving a single and clear overview for tourism development activity. It

16 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action

5 - Key Themes for Future Development

Group should meet approximately six times per year.The TSG would As agreed at the Consultative Forum a similar event should be held also act as a resource to Kildare Fáilte in terms of bringing an every year.This would allow for the TSG to inform the industry of independent and expanded commercial approach to their work. Finally, developments that are occurring and their ongoing focus and emphasis. the TSG should seek to influence the type and range of national tourism Similarly, it would provide a platform for the industry to meet each other, spending in the county by developing guidelines for national agencies. share ideas and give voice to the state of the industry as they see it.

Actions Measures of Success Lead Agencies Tourism Task Force to feed back to County Report of Tourism Task Force to County Development Director of Community and Enterprise – Kildare Development Board on Task Force Report and proposal Board following publication of Tourism Task Force County Council to establish Tourism Strategy Group Set up TSG following approval of CDB Establishment of Group following publication of Director of Community and Enterprise – Kildare Tourism Task Force Report County Council Appointment of Chair of TSG Group Chair Appointed by April 2002 Director of Community and Enterprise – Kildare County Council / Kildare County Development Board Consultative Forum to be held annually To organise the first Forum by Mid 2002 Tourism Strategy Group Review implementation of Tourism Task Force Report First review to be completed by May 2003 and Tourism Strategy Group proposals for further action to be made at that stage

17 Appendix A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

Appendix 1 - County Kildare Tourism Action Plan 1995 / 2000 Review of Action Priority ‘Flagship’ Projects DEVELOPMENTS Since Publication of Plan in 1995 Facilitator / Agency Development of the Curragh

n Linked with the National Stud, Naas and Punchestown Branding of the county has now occurred. Establishment of Horse KELT / Horse Development Company / racecourses, equestrian schools Development Company to support and market the equine aspects of Kildare Fáilte the County

n Attractions to complement each other Common Badge adopted for three racecourses. Marketing of "Go Race companies Racing in Kildare"

SRUNA Project – Location for Sustainable Recreational Project including Kildare County Council potential of tourism Development of Peatlands / Wetlands Conservation Park

n Protection of ecology Little substantive development yet of Peatlands / Wetlands from a tourism perspective

n Conservation parks to be linked with the canals Some environmental / educational / awareness activity established, eg KELT / Offaly and Kildare Waterways Environment Kildare and Waterways Education Programme Education Programme

n Promotion of bogs as an international Bogland / Developments at Lullymore, new tea-rooms, exhibitions at Doorly Lullymore Heritage Park Wetland Area Homestead, play area and Adventure Golf Development of Maynooth College and Castle

n Action plan for Maynooth town in conjunction with bi- Major urban refurbishment of town Kildare County Council centenary of Maynooth College

n Linkage with other attractions Maynooth Action Strategy including tourism proposals Maynooth Action Strategy Group / KELT Town Trail developed and an information leaflet produced Local community interests

Work on Maynooth Castle – now open Duchas / OPW Development of Punchestown (in preparation for World Equestrian Games 1998) as a National Equestrian Centre

n Professional and well organised facilities to cater for events Games did not go ahead because of macro / national organisational issues Major developments have taken place in Punchestown including an all Punchestown Race Company weather world class arena and new agri / other exhibition centre

18 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action Appendix

Priority ‘Flagship’ Projects DEVELOPMENTS Since Publication of Plan in 1995 Facilitator / Agency Development of the Heritage Town Programme at Kildare & Athy

n Support for other towns under the Heritage Heritage Centre now in open in Athy, Kildare Heritage Centre now also Kildare County Council, Athy Town Programme or Theme Towns Programmes open. Enhanced Signposting in place Council, Local Heritage Companies, Bórd Fáilte, KELT n Development of an archaeological trail of Co. Kildare / No trail developed links with sites in other counties

n Renovation and restoration of National Monuments Restoration of the High Cross at Moone, Round Tower at Taghadoe, and Duchas / OPW / National Monuments and historic sites Rathcoffey Castle, Jigginstown Castle approved for major works Committee / Kildare County Council A Policy of Restocking Rivers and Canals

n Promotion and marketing of fishing and angling Some activity by Dublin Angling Initiative (covers part of Kildare) and at Angling Clubs Prosperous Angling Festival.Wheelchair access angling at Ballyteague. New Eastern Regional Fisheries Board jetties at various location on canals, New Angling Facility at Maynooth. Waterways Ireland Also fisheries developments on Royal Canal and River Rye in Leixlip Waterways Regeneration Officer Other Priorities Achievements To Date Facilitator / Agency

n Local festivals 20 local festivals now organised on an annual basis, most supported by Local Communities / Festival grant aid from Kildare County Council Committees Kildare County Council

n Attention to joint marketing and linkages between Japanese Gardens / Irish National Stud with Lullymore / Peatland World Facilities themselves, Race companies attractions and attractions in other counties and Robertstown Racecourses (See above) Horse Development Company B & B – Joint Marketing in Athy B&B providers

n Improvements in accessibility, sign posting, Tourism routes, attractions and canal sign posting improvements and KELT / Kildare County Council accommodation and amenities at touring routes interpretation signs. Tourism route brochures produced in English, Private providers French and German. Hotel accommodation increased from 16 hotels in 1995 to 20 hotels in 2000. Hotel Rooms increased from 297 in 1995 to 569 in 2000. Total accommodation (Hotels, B&Bs etc.) increased from 516 in 1995 to 849 rooms in 2000 Further Priority Developments Achievements To Date Facilitator / Agency

n Development of craft trails from M4 to M9: No development of County Craft Trail. Crafts part of sign posting Kildare Fáilte Sign-posting programme Promotional material Crafts promoted through Kildare Fáilte annual publication "Where in Craft events County Kildare"and "Kildare the Thoroughbred County" Promotion of Newbridge Silver Cutlery Two new Craft Centres opened (internationally) Ongoing

n Upgrading of equestrian / riding centres. Marketing Four new centres funded and established since 1995. Punchestown KELT (co-op basis) packaged with local accommodation secured national funding for their facilities Punchestown Race Company

19 Appendix A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

Further Priority Developments Achievements To Date Facilitator / Agency

n Hotel accommodation and facilities (especially along Self catering went from 15 establishments in 1995 to 13 in 2000. Room touring routes) numbers however have increased from 43 to 83 in the same period. Parking for tour groups One new site established Posters Self - Catering Caravan and camping sites

n Development of farmhouse accommodation, open Farmhouse accommodation remained at 15. Rooms however increased farms – "open days" from 58 to 61, in the period 1995 to 2000

n Weston Airstrip in Leixlip expansion or relocation to cater for private access

n The Military Museum at the Curragh developed, KELT supported Feasibility Study. Little recent progress. A number of Museums issues KELT / Defence Forces. expanded and open to the public for the county yet to be resolved.Action proposed in CDB Kildare 2012 Strategy County Development Board

n Development of Castletown House linked with other Now ongoing historical buildings

n Support development of Celbridge Abbey Grounds Grounds developed and expanded. Accommodation facilities examined Provide facilities for disabled so that St. Raphael’s Celbridge may become a national venue for holiday breaks

n Encourage opening of other historic houses and Larchhill Gardens, Ballindoolin House and Gardens, Lyons Estate and a Duchas, Department of Arts Culture gardens number of others now open Heritage Gaeltacht and the Islands

n Open Canal Visitor Centre at Robertstown with Visitor Centre now open – New Coffee Shop also open, Summer Barge Robertstown Devopment Association / KELT possibility of outdoor pursuits centre and trips available accommodation. Self catering accommodation now available locally Private Providers, KELT

n Development of leisure centres near motorways Keadeen Hotel, The Gables, Monread, Glenroyal Hotel and Clane Private Providers / Kildare County developed leisure facilities. Athy and Naas Swimming Pools to be Council developed shortly. Newbridge Leisure Centre also re-vamped

n Expansion and upgrading of Mondello Racing Circuit Expanded in 1998 and more planned. New management in place Private sector Provision of Motor Museum.

n Developments at Timolin, Moone and Castledermot Publication of Development Plan(by Paddy Shaffery for Kildare County Kildare County Council Expansion of the Irish Pewter Mill Council) for the villages of Moone, Timolin and Ballytore Moone High Cross restoration Provide parking Works carried out Kildare County Council Crookstown Mill

20 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action Appendix

Further Priority Developments Achievements To Date Facilitator / Agency

n Action Plan for environmental upkeep Work of Tidy towns, enhanced street cleaning, Waste Management Plan, Tidy Towns Committees / Kildare Litter Plan, IBAL (Irish Business Against Litter) Initiative etc. County Council, IBAL

n Canals and Waterways Offaly and Kildare Waterways Group established, Regeneration Officer Local Authorities / Local Development employed. Educational Programme established. Six new boats grant Agencies Private Sector aided. New moorings at various locations

n Other facilities / Development (Not specifically KELT funding for tourism related activity in the five years to 2000 KELT / Kildare County Council mentioned in Plan) was €597,000

Kildare County Council tourism related funding from 1995 to 2000 was €635,000

21 Appendix A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

Appendix 2 - Matrix setting out the overall policy context for tourism development in County Kildare Agency Policy Timeframe Target / Spend

National Development n Support for clusters To 2006 €82.5M (£65M) to 2006 (Southern and Eastern Region) Plan (Tourism Provisions) n Developing under developed areas n Based on local co-ordinated plans n Support for special interest products n Facilities for disabled visitors n Tourism and environmental management

Bórd Fáilte n Marketing of the Irish product abroad To 2003 n New All Ireland Tourism Body,Tourism Ireland From 2003 Ltd., to take over marketing

MERTA Regional Tourism Plan To 2006 n Regional targets n 2003 – 1,050,000 Visitors n 2006 – 1,200,000 n Revenue – from €287M (£226M) in 2003 to €352M (£277M) in 2006 n Jobs – 12,400 (full time equivalents) in 2003 to 13,750 in 2006 n Tourism Centres – 15Km radius – critical mass of approved accommodation and facilities n Special interest areas n Short breaks and seasonal extension

MERTA Regional Tourism Plan as it relates to Co. Kildare To 2006 n Maynooth Tourism "Centre" n Newbridge Tourism "Centre" n Rural Tourism Developments n Flagship and Regional Projects including major attractions and clusters of attractions with c100,000 visitors per annum n Marketing especially domestic, n Implemented through regional promotion, marketing and assistance for product development

Kildare County Council Development Plan To 2004 n Policies on tourism development, links with tourism interests, provision of facilities, development of canals and waterways n Financial support for Kildare Fáilte n Joint tourism projects e.g. Signposting n Financial support for tourism related activity e.g. Festivals etc.

Kildare Fáilte Deliver on local tourism policy as identified by To 2005 n Add value to above actions funders and Tourism Task Force Report n Assist in development of local joint activity n Tourism Marketing of County with support and involvement of trade.

22 Report of County Kildare Tourism Task Force for 2002-2006 A Framework for Action Appendix

Agency Policy Timeframe Target / Spend

KELT Programme Plan To 2006 n Funding of specific tourism related projects to be confirmed following final approval of programme with Department of Agriculture, Food and Rural Development

Tourism Task Force Final Report To 2006 with n Establishment of Tourism Strategy Group Report periodic reviews n Implementation of recommendations of final Tourism Task Force Report n Reporting to and links into the County Development Strategy and its agreed actions

23 Appendix A Framework for Action Report of County Kildare Tourism Task Force for 2002-2006

Appendix 3 - Web use and Tourism in Kildare — Kildare Tourist Guide Analysis February 2002 Site Statistics Site Listings - Accommodation Food & Drink (Restaurants) Jan - Dec 2001 Daily Monthly Annual No. of Entries Email Website Booking Form No. of Entries Email Website Booking Form (Average) Page Impressions: 573 17,433 209,191 Hotels & Licensed Visitor Sessions 234 7,116 85,388 Guesthouses 23 11 5 0 Restaurants 61 2 2 0 Self Catering 22 9 3 2 Restaurants 10 Mar 2001 Daily Monthly Annual Farmhouses 17 4 0 1 Ethnic 8 1 1 0 (Average) Bed & Breakfasts 85 10 2 1 Pubs 131 Page Impressions: 565 17,543 210,516 147 34 10 4 Cafes 13 Visitor Sessions 226 7,013 84,156 Fast Food 8 No. of Entries: in Kildare.ie accommodation database 231 Jan 2002 Daily Monthly Annual (Average) Email: Those entries that have an email address listed Page Impressions: 684 21,223 254,676 Things to Do - Categories with 24 Sub-Categories) Visitor Sessions 245 7,607 91,284 Website: those entries that have a link to their own website No. of Entries Email Website Booking Form These figures demonstrate how many visitors go to Booking Form: those entries that have a booking form provided www.kildare.ie/tourism and how many web pages they look at by Kildare Web Services Attractions/ while they are there Things To Do 107 31 26 0

24 www.wizarddesign.ie