Slieve Felim Concept Plan Stage 2 – Baseline Study and Scoping Report and Recommendations Final (Updated)
November 2012
Prepared for Ballyhoura Development and North Tipperary LEADER Partnership
Ballyhoura Development and North Tipperary LEADER Partnership Slieve Felim Concept Plan - Baseline Study, Scoping Report and Recommendations
Revision Schedule
Final (Updated) November 2012
Rev Date Details Prepared by Reviewed by Approved by
01 18/02 Scoping Study Barry Woodfin Marion Green Gordon Clarke Principal Consultant Assistant Consultant Director
02 09/03 Amended Barry Woodfin Marion Green Gordon Clarke Version Principal Consultant Assistant Consultant Director
03 10/05 Final Version Barry Woodfin Gordon Clarke Principal Consultant Director
04 21/11 Final (Revised) Barry Woodfin Gordon Clarke Principal Consultant Director
05 11/12 Updated Final Barry Woodfin Gordon Clarke Principal Consultant Director
URS-Scott Wilson Beechill House Beechill Road This document has been prepared in accordance with the scope of URS-Scott Wilson's appointment with its client and is subject to the terms of that appointment. It is addressed Belfast to and for the sole and confidential use and reliance of URS-Scott Wilson's client. URS- BT8 7RP Scott Wilson accepts no liability for any use of this document other than by its client and only for the purposes for which it was prepared and provided. No person other than the client may copy (in whole or in part) use or rely on the contents of this document, without the prior written permission of the Company Secretary of URS-Scott Wilson. Any advice, Tel: +44 (0)28 9070 5111 opinions, or recommendations within this document should be read and relied upon only Fax: +44 (0)28 9079 5651 in the context of the document as a whole. The contents of this document do not provide legal or tax advice or opinion.
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Ballyhoura Development and North Tipperary LEADER Partnership Slieve Felim Concept Plan - Baseline Study, Scoping Report and Recommendations
Table of Contents
1 Introduction...... 1 Project Background...... 1 Approach and Methodology ...... 1 2 Slieve Felim Overview ...... 2 Defining the Geographical Area...... 2 Geology and Landscape Character ...... 2 Transport and Access ...... 6 General Economic Profile ...... 7 Summary...... 9 3 Slieve Felim Tourism and Leisure Profile ...... 11 Slieve Felim Mountain Range ...... 11 Wider Tourism Context ...... 16 4 Development Options and Considerations ...... 23 Visitor Attractions and Sightseeing ...... 23 Outdoor Activities...... 25 Countryside Field Sports...... 31 Adventure Activities ...... 32 Natural Heritage and Wildlife ...... 36 Indulgence/Pampering ...... 39 Culture ...... 40 5 Rationalising the Concept Options...... 43 6 Overall Conclusion ...... 47 Vision and Key Recommendations ...... 48 Delivery and Challenges ...... 50
Ballyhoura Development and North Tipperary LEADER Partnership Slieve Felim Concept Plan - Baseline Study, Scoping Report and Recommendations
1 Introduction
Project Background
1.1 Ballyhoura Development and North Tipperary Integrated LEADER Partnership have identified the need for a concept plan to be established for the Slieve Felim Mountain Range based upon leisure, recreation and associated tourism activities.
1.2 The Slieve Felim area, which consists of low-lying mountainous and countryside, has long been regarded as having potential to accommodate leisure, recreation and tourism activities. However, despite some existing provision of tourism operators and investment in provision to encourage certain activities, the potential has not been realised. As the first in a series of planned investigations to establish a viable and realistic vision for the future development of Slieve Felim, the following study examines the current provision and potential scope of the Slieve Felim Mountain Range to support a variety of leisure, recreation and tourism purposes.
Approach and Methodology
1.3 URS-Scott Wilson was commissioned by Ballyhoura Development and North Tipperary LEADER Partnership to complete the Stage 1 study and subsequently to present and discuss further the findings of the report via a series of consultation and training workshops.
1.4 In accordance with the brief, the Stage 1 study has involved an appraisal of the following:
• the existing attractions and accommodation enterprises in the area and within the surrounding area, including identifying any gaps in provision; • the position and accessibility of any facilities and amenities available to support different activities and themes (e.g. walking, cycling, horse riding, wildlife watching, history/heritage interpretation); • the linkages between the different attractions and amenities across the area and beyond; • the roles and current approaches of the different organisations and stakeholders involved in the management, development and planning of the area; and • an examination of the current activities of the community groups, especially in relation to identifying any projects of relevance to the development of leisure, recreation and tourism activities.
1.5 It is important to reiterate that this baseline assessment and scoping report represents the initial stage of a broader study programme. The key output of the report is to identify coherent clusters of complementary leisure, recreation and tourism activities that have the potential to increase economic, social and environmental benefits to the area. The subsequent phases of investigation will then evolve the findings of this report to establish a vision for the future comprising a detailed masterplan and strategy as a framework from which the aspirations development in these sectors can be realised.
1.6 The following report has been updated and revised based upon the workshop and training sessions. The report presents the background information, technical detail, and key recommendations for developing Slieve Felim into a more coherent destination for leisure and tourism activities.
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2 Slieve Felim Overview
Defining the Geographical Area
2.1 In order to provide greater context to the study area, it is important to firstly define the study boundary. The Slieve Felim Mountain Range (SFMR) consists of the following (see Figure 1):
• Slieve Felim Mountain Range Boundary – encompassing the settlements of Murroe, Newtown, Silvermines, Upperchurch and Cappamore. • Wider Area of Influence – this area includes Limerick City, Nenagh, Thurles and Tipperary from a spatial context, but also includes Lough Derg and the Ballyhoura Mountains from a thematic perspective.
2.2 We recognise that the Slieve Felim Mountain Range (SFMR) is a nominal boundary at present and has been formed for the purpose of describing the leisure and provision that resides both within and beyond its limits. It is recognised that countryside areas such as the SFMR have an influence that extends well beyond any ‘official’ boundary. The implications of this are discussed at appropriate intervals in the report, particularly in relation to the provision of complementary or competing facilities and services in the wider area.
Geology and Landscape Character The Slieve Felim Mountain Range
2.3 The SFMR resides to the east of Limerick City and spans the border of Limerick and North Tipperary Counties. In a general landscape that is predominantly characterised as being a combination of agricultural lowlands interspersed with, Limerick City apart, relatively small urban settlements, the SFMR represents an upland are that technically are considered a ‘mountain range’, although they are more likely to be considered a series of rolling hills. Nevertheless, the lowland surrounds means that the SFMR is clearly visible from the surrounding lowland area.
2.4 At 694 metres, Keeper Hill to the north (North Tipperary) represents the highest point in the mountain range. The other key mountains in the area are:
• Silvermine Mountains to the north (489m); • Mauher (Mother) Mountain in the central area (543m); • Slieve Felim Mountains (Slieve Felim and Gulluan) to the south west (up to 460m); • Ring Hill to the south east (426m); and • Knockalough to the east (427m).
2.5 Geologically, the mountains form part of the Llandovery Group, which refers to the lowest division of the Silurian period (Upper Silurian). The mountains have subsequently been shaped by the rivers that have cut valleys through the area. Today, the Mulkear River, Clare River, and Bilboa River each have their origins in the Slieve Felim area. These rivers and their tributaries form part of the Special Area of Conservation (SAC) 2165, Lower River Shannon (see below for more detail).
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2.6 The upland and mountainous areas offer scenic views of the surrounding lowlands of both County Limerick and North Tipperary. This includes views of the Shannon River and Lough Derg from Keeper Hill, and Limerick City from Slieve Felim Mountain. On a good day, it is reputed that the vantage points affords views over several neighbouring counties.
2.7 The current landscape character of the area is largely influenced by a combination of forests and agricultural land. The existing tree coverage is relatively young, with the original tree coverage having been deforested over time. Although Coillte has replenished the area with significant swathes of woodland once more on its land holdings, the species being planted are predominantly Sitka Pine and Lodgepole Pine and are first or second generation. Few traditional species have endured although some deciduous woodland remains along the river valleys. Other landscape features include bog, heathland and rough grassland in the higher reaches and tops of the mountains. Although some of this is used for agricultural grazing1, the higher reaches have generally been left.
2.8 There are few settlements in the immediate area of the mountain range. Newport to the west is the largest settlement with a population of just under 1300 population. This is followed by Murroe at the southwest foothill of Slieve Felim Mountain with a population of just 800. Cappamore, just to the south Slieve Felim Mountain, has a population of 670.
2.9 There are a string of village settlements associated with the R503 such as Upperchurch, Kilcommon, Rearcross, and Derrygareen. Toor represents one of the few settlements in the central area of the Slieve Felim area, however it should be noted that the residential properties here are widely dispersed. Nevertheless, as with the other settlements, Toor has managed to retain certain public amenities such as a Public House.
2.10 Elsewhere, single site farm properties and land holdings separated by traditional stonewalls represent another key landscape feature, however in the more remote areas of the mountain range, large sections of these walls are overgrown, damaged or obscured.
Key Environmental Designations
Slieve Felim to Silvermines Mountains Special Protection Area
2.11 The immediate area of the SFMR is a designated Special Protection Area (SPA). The designation is associated with the Hen Harrier, with the mountain range representing one of the strongholds for the species in Ireland. According to the Slieve Felim To Silvermines Mountains SPA site synopsis, the mix of forestry and open areas provides optimum habitat conditions for the Hen Harrier. The document also notes that Hen Harriers will forage up to 5km from the nest site, utilising open bog and moorland, young conifer plantations and hill farmland.
2.12 As a rare species and one that is protect under the E.U. Birds Directive, it is imperative that future management of the SFMR gives consideration to the protection and conservation of the Hen Harrier. Afforestation on bog/heath land is regarded as the principal threat to the species at present as this would have the affect of reducing the amount of foraging habitat.
2.13 Other species that are known to frequent the area include Peregrine and Merlin Falcons, both listed under the Directive, and the Red Grouse whose population is known to be falling in Ireland.
1 Slieve Felim To Silvermines Mountains SPA Site Synopsis
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Special Areas of Conservation
2.14 Several Special Conservation Areas (SAC) designations also coincide with the SFMR. This includes the following:
• Lower River Shannon SAC - selected for the lagoons and alluvial wet woodlands present across a 120km area associated with Shannon Valley. In the case of the SFMR, the seminatural habitats of wet grassland, wet woodland and marsh that occur by the rivers Mulkear are included within the designation. Similarly, the valley sides of the Bilboa support patches of semi-natural broadleaf woodland. • Clare Glens SAC – Described as a scenic and popular amenity, the SAC designation comprises the wooded river valley that has been cut from Old Red Sandstone by the Clare River. The SAC reflects the existence of broadleaved tree species (Oak, Ash, Rowan and Willows) and the legally protected Killarney Fern, a species listed in Annex II of the E.U. Habitats Directive. • Glenstal Woods SAC – Associated with Glenstal Abbey and the oak woodland remnants that support rich fern, bryophyte and lichen floras. The Killarney Fern is also evident on the site.
2 • Keeper Hill cSAC - As a candidate SAC, Keeper Hill is associated with two habitats that are recorded under the E.U. Habitats Directive – Active blanket bog and species rich Nardus Grassland. In addition to several unusual plant species, the area is also home to Otter, Irish Hare, Fallow Deer, Feral Goat, Badger, Common Lizard and Common Frog. Current management issues are identified as animal grazing, afforestation and recreational activities. • Silvermines cSAC – Considered a candidate SAC due to the presence of species rich Nardus grassland and northern Atlantic wet heathland. Grazing, use of a dumping ground, quads, scramblers, animal trespass and road upgrades are all considered conservation issues for the site. • Bolingbrook cSAC - Considered a candidate SAC due to the presence of species rich Nardus grassland, northern Atlantic wet heathland and European dry heath. Known as a foraging ground for the Hen Harrier with Red Grouse, Kestrel, Snipe and Woodcock also known to frequent the site. • Silvermines Mountains West cSAC – The site has been selected as a potential SAC for its wet heath, which is particularly well developed with tall stands of Heather and a high cover of bog mosses. Conservation issues concern peat-cutting, afforestation and site burning. According to the site synopsis, it is one of the only extensive unplanted uplands remaining in North Tipperary. National Heritage Area
2.15 In addition to the above international designations, the SFMR also contains one National Heritage Area (NHA), namely Grageen Bog. This is an upland bog and fen habitat located on the southern side of Slieve Felim Mountain. The site contains several uncommon and unusual plant species such as Boreal relict moss, Fen Bedstraw, and Frog Orchid.
2.16 According to the site synopsis, upland blanket bogs, due to their exposure to severe climatic conditions at high elevations, are particularly vulnerable to erosion by human activities and
2 Candidate SAC
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extensive areas are currently undergoing active erosion due mainly to overgrazing. The current area of intact upland blanket bog in Ireland represents only a fraction of the original resource, due to the combined impacts of afforestation and overgrazing, and intact examples are therefore extremely valuable for nature conservation. Their long-term survival requires sensitive management.
National Inventory of Architectural Heritage
2.17 Glenstal Abbey in Murroe (see below) is recorded as being of National Significance in the National Inventory of Architectural Heritage in Ireland. Built between 1836 and 1839, the Abbey is described as being a Norman Revivalist Castle. The Castle was established as a Benedictine monastery in 1927, which has served as its primary use since this time. The key architectural features include an elegant and imposing gatehouse that retains several stylistic defensive features. Overall, the site is said to be in very good condition.
The Wider Area
2.18 Located centrally in the Shannon region, the Slieve Felim area is flanked by a series of settlements, the largest of which is Limerick City. Limerick City, the capital of the Shannon Region, has a population of 100,000. The foothills of the mountains are less than 15km from the City Centre. The suburb of Castletroy, which has a population of nearly 40,000, a large proportion of which are students (40%), is closer still at just 10km.
2.19 Limerick City is the commercial capital and is a modern city with a medieval core that overlooks the River Shannon. The city has grown a reputation for being synonymous with sport, especially Rugby, Gaelic Games, and Horse Racing (see section 3). Other settlements within the proximity of the Slieve Felim area include:
• Nenagh Town (7,400 population) – the county town of North Tipperary, and busy commercial centre. Key features of the town include Nenagh Castle and the ruins of the Franciscan Abbey. It is also been established as a ‘cycling hub’ by North Tipperary Council and Shannon Development. • Thurles Town (6,800 population) – a small market town to the east of Slieve Felim. The town’s landscape is dominated by Thurles Cathedral, but it also home to the Source Arts Centre that consists of a 250-seat auditorium and swimming pool, whilst St Mary’s Church is currently occupied by a museum that depicts the Famine-years between 1845 and 1852. • Tipperary Town (4,500 population) - a small town to the south of Slieve Felim formed in medieval times. A traditional market, Tipperary gained notoriety as the focus of a World War I British Military marching song, ‘It’s a Long Way to Tipperary’. • Castleconnell (3,900 population) – an attractive town overlooking the River Shannon, and is a popular fishing destination. The ruins of Mountshannon House lie just beyond the town, whilst the town itself has a strong tradition in Gaelic Games and rowing.
2.20 Outside of these settlements, the area is characterised by low-lying agricultural land. Other notable landscape features within the vicinity of the mountain range include the following:
• The Shannon River - the longest river of Ireland stretching 240 miles; • Lough Derg - covers an area of 118 km² which is known to be a popular place for leisure boating, sailing and fishing; and
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• Ballyhoura Mountains - a largely forested area consisting of commercial conifer with the highest points including Seefin (528m, 1702ft) and Black Rock (516m, 1696ft).
Transport and Access Direct Access
2.21 Direct access to the SFMR is only possible through motorised transport, with the nearest railway access being via Limerick, Castleconnel, Tipperary, Nenagh and Thurles. The main road access routes are as follows:
• From the Limerick - R506 to Murroe from Limerick, connecting from the old N7 road (approx. 14km from Limerick City Centre to Murroe). • From the southwest – R505 to Cappamore and Doon, connecting to the N24 which travels from Limerick to Tipperary (approx. 23km from Limerick City Centre to Cappamore). • From the southeast – R505 to Dundrum from Cashel (approx. 13km from Cashel Town Centre). • From the east/west – R503 to Rearcross and Newport that travels from Thurles through to Limerick via the M7 (approx. 34km from Thurles to Rearcross and 47km to Newport). • From the north – R497 to Silvermines from Nenagh (approx. 9km from Nenagh to Silvermines).
2.22 Only one of the main roads, the R503, actually crosses the mountain range. Outside of this, the roads network across the SFMR consists of a myriad of narrow (mainly single car width) roads that travel up and through the upland areas from the foothill towns and villages. Some of the roads are heavily grassed, which denotes that the roads currently only serve limited traffic volume, and in some areas are heavily pot-holed. However, some of the vehicles that use the roads are heavy goods and farm vehicles.
2.23 Given the general character and condition of the roads, it is doubtful that significant increases in volume of motorised vehicles could be accommodated on the existing road system. Indeed, a key criticism of the road network highlighted by Hynan Coaches through the consultation process is that the general poor state of repair of the roads means that they are often unusable to certain types of motor vehicles (e.g. tour buses and mini-vans), especially to the key vantage points on top of the mountains.
Regional Access
2.24 The Shannon Region has an international airport with routes to the UK, Europe and the US. Limerick and Limerick Junction also provide rail connections with the wider rail network, including routes to Dublin as the capital city and population centre of Ireland. The new M7 provides the main motorway route into Limerick from Dublin, whilst the M5 from Dublin to Cork passes Thurles.
2.25 The SFMR is now highly visible from the M7, whereas the area was largely hidden from view on the previous road. This connection and enhanced visual awareness presents an opportunity and a challenge for the SFMR. On the one hand, the M7 ensures that there is easy access to the mountain range from both the north and the west, especially for those travelling from Dublin. However, it has also been highlighted through the consultation process that the ease of
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travel along the M7 means that the Slieve Felim area is easily bypassed. If the advantage the new road presents is to be exploited from a market perspective, both the quantity and quality in leisure, recreation and tourism provision will be required.
General Economic Profile Agriculture
2.26 Agriculture plays an important part in the economy of both County Limerick (6.8% of workforce in 20063) and North Tipperary (9.6% of workforce in 20064). However, in both instances, the worth of agriculture has declined over the past 15-years. This change coincided with the so- called ‘Celtic Tiger’ period of rapid economic growth across the region as a whole, which saw the serviced-based and construction industries prosper, particularly in the principal urban areas such as Limerick City. This has had a negative impact on the role of agriculture from both an economic and land-use perspective; employment in agriculture is significantly down on previous times; there is visual evidence of decaying and redundant farm buildings in the countryside; and there is a growth in stand-alone residential properties being developed on disposed farmland as a result of the need for landowners to generate an income.
2.27 Both Country Limerick and North Tipperary Councils in their Development Plans recognise the need to maintain a healthy rural economy. Furthermore, it is acknowledged that farm diversification into tourism and leisure enterprises is required if agricultural holdings are to increase their financial sustainability. As a result, both councils acknowledge that tourism and leisure diversification schemes will be considered as appropriate on traditional agricultural land subject to the appropriate planning controls.
2.28 The role of agriculture and the prospect of agricultural diversification are especially pertinent to the SFMR. The tenure of landholdings in the area is a complex combination of traditional single farm estates, commonages5, and forested areas (see below). At the moment, outside of land owned by Coillte, few landholdings have provision for leisure and recreation access.
2.29 As will be explored elsewhere in this report, land tenure and owner co-operation has a significant role to play in developing the SFMR for leisure, recreation and tourism purposes. A comment that has already been received in terms of farm diversification into these fields is whether the existing local landowners have the desire, knowledge and collective ability to establish such enterprises. However, without landholder involvement, there is a danger that the aesthetic quality of the countryside could continue to diminish as a result of the overall value of retaining the landholdings falling further. In this respect, diversification of agriculture is required as measure for conserving the integrity of the countryside in addition to helping improve the prosperity of the landowners themselves.
Mining
2.30 The geology of the northern part of the SFMR is such that it has a long history of mining. In the Silvermines, in particular, base metal sulphide and barite mineralisation occurs within the basal Carboniferous (Courceyan, c.355 Ma) transgressive siliclastics and in overlying carbonate
3 Limerick County Development Plan 2010-2016 4 North Tipperary Draft County Development Plan 2010-2016 5 Jointly owned lands, usually agriculturally marginal areas such as moorland and coastal dunes, on which the joint owners (usually referred to as 'shareholders') hold grazing rights. The extent of the land held in a ‘commonage’ varies but can be considerable.
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rocks. Regionally the deposits lie on the northern flank of the Slieve Phelim-Slieve Aughty massif that forms the southwest limit of the Central Midlands Basin6.
2.31 As a result of these deposits, the area has a mining heritage that dates back to Roman times, although intensive mining only occurred in the 19th and 20th Century. The metals mined at this time were silver, lead, zinc, copper with some sulphur mining and barites. Mining finally ceased in the area in 1993, however the remains of the group of mines (Shallee West, Shallee East, Gorteenadiha, Garryard, Cortshanneroe, Knockanroe, Ballygowan and Cooleen) are still evident through a legacy of abandoned open pits, underground workings, waste dumps, tailings and mine infrastructure.
2.32 The lack of immediate after use restoration of the sites has led to a number of issues, including visual intrusion on the landscape, visual degradation and abandonment. There have also been recorded incidents of animal lead poisoning, whilst concern still exists in relation to risks to general health and safety through leaching of toxic materials into groundwater and surface water channels. As a consequence of these concerns, the area has been subject to a €10 million investment programme to rehabilitate and make safe the sites. The programme mainly consists of remedial works, however the initial Conceptual Design7 outline that:
‘..although the mining heritage of Shallee South/East, and indeed of the entire Silvermines area, is of great value to Ireland and the local community, the potential for a large-scale tourist development is limited, because the site is not directly on a major tourist route. It is proposed, therefore, that the Shallee South/East site should be conserved and made accessible to the public within certain limits of expenditure, but that no extensive tourist facilities should be constructed. This action would allow a review of the situation in the future, should the tourist potential alter.’
2.33 It is understood that mining still holds a strong association for the community of Silvermines and the surrounding area, and that it is an aspiration of the local enhancement committee to raise the profile of this heritage through a museum within one of the old mine buildings and a themed loop walk that includes interpretation.
Forestation
2.34 In the distant past, the SFMR was once largely an untouched, natural forested area. However, over the years much of the natural tree coverage was removed through a combination of pressure from agriculture, the use of wood for fuel, and (if local folklore is believed) the need to remove woodland coverage to reduce the hiding places for the lawless characters that once resided in the mountains8.
2.35 Woodland is once more a significant component of the landscape character thanks to the activities of Coillte. Coillte, Ireland’s largest forestry and forest products company, own and operate approximately 39,000 hectares (ha) of land in the District South 2 (S2), which comprises North Tipperary through County Limerick, North and West Kerry and adjoining parts of North Cork. Some of the larger forested areas in S2 are located in the SFMR, with just under 90% of its land under tree production.
6 Rehabilitation Planning for Abandoned Mines at Silvermines, Tipperary, Ireland 7 Management And Rehabilitation Of The Silvermines Area Phase Iv Report: Conceptual Design – SRK Consulting, 2005 8 According to legend, one of the more infamous characters, Eamonn An Chnoic (also known as ‘Ned of the Hills’), a former Irish Aristocrat who led a bandit gang. Eamonn had land confiscated after the Cromwellian Conquest of Ireland and subsequently became an outlaw hiding in the mountains and woodland of Slieve Felim
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2.36 Coillte’s principal commercial concerns relate to tree production and subsequent wood-based produce. However, more recently, the Group has diversified into other activities, especially those concerning natural environment, leisure and recreation. In 2007, this led to the creation of the ‘Coillte Outdoors’ brand and website, a site dedicated towards encouraging visits to the forested areas for activities such as walking, cycling, fishing, picnics and wildlife watching. It is also worth noting that 15% of Coillte’s estate is managed for biodiversity and are now active in allowing native woodlands to regenerate and prosper once more.
2.37 Given its landholdings in the SFMR, Coillte are a critical partner in delivering access projects for leisure activities. Indeed, the Group is a critical partner in the walking routes that have been established in the area (see section 3), all of which are designated National Looped Walks promoted by Fáilte Ireland. A key observation of the existing landholdings is that they vary widely in size and position, with some representing small and discrete parcels whereas others are distinctly large and/or adjoin other forested holdings.
2.38 From an aesthetic perspective, this patchwork of woodland often mixes well with the open agricultural and commonages that exist in the central areas of the mountains and on the mountain sides. However, in other instances, the vast swathes of almost single species woodland offers little aesthetic differentiation. There is also little in the way of fringe planting to help blend the woodlands better into the landscape. When coupled with the limited access through other landholdings, this represents a significant issue in terms of developing varied leisure and recreation provision that embraces the full range of landscape characteristics of the SFMR.
Wind Farms
2.39 The Slieve Felim area already has evidence of wind turbines. According to the Co. Limerick Development Plan, the Slieve Felim area is an area that the Council may consider for wind farms, however other locations within the County are likely to be preferred with specific reference given to the potential conflict with the special protection designations. For instance, the plan draws reference to the issue that the presence of wind farms can pose in terms of being a collision or displacement risk to harriers. Similarly, the plan denotes that Wind energy developments can also pose a risk to other listed species such as grouse. Where these risks are evident and no mitigation measures are possible, the Council states that permission will not be granted for these developments.
Summary
2.40 Overall, the setting and position of the SFMR suggests that the foundations for establishing the area for leisure, recreation and tourism are already in place. First and foremost, it is an attractive and scenic setting that has a combination of forested and open spaces, environment types that are known to be popular with outdoor activities. It is also an area that has a locational advantage of being close to the region’s main population centre, Limerick City, and other principal towns such as Nenagh, Thurles, and Tipperary. Improvements to the main road network mean that the area is easily accessible from these centres and, via the M7, there is also a direct route from Dublin that takes less then 2-hours.
2.41 The area has a high concentration of SPA, SAC and NHA environmental designations that will need to be considered in terms of any future development strategy that will encourage greater visitor activity. In Glenstal Abbey, it also has a significant historical and architectural feature, reminiscent of historic country homes such as Bantry House and Westport House, for example,
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which attract significant volumes of visitors. Ensuring sensitivity to these conservation issues will be integral to the overall sustainability of the development strategy, however there are many examples of sensitive development that can actively promote and support environmental conservation through visitor activity. For example, Peatlands Country Park, close to the southern shores of Lough Neagh, was specifically established to promote and facilitate peatland awareness and issues. This option will be explored further in Section 4.
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3 Slieve Felim Tourism and Leisure Profile
Slieve Felim Mountain Range Visitor Asset, Attractions and Activities
3.1 Given the landscape character and location of the SFMR, it is unsurprising that the area has long been revered as being a place where tourism and leisure could prosper. However, whilst the quality of the landscape character can act as a driver to visits, leisure, recreation and tourism destinations require other provision in assets, attractions and activities to support visitors, encourage them to stay, and to return again in the future.
3.2 The following section identifies and summarises the other components that currently exist in the SFMR, their capacity and their condition (see Figure 2 and Figure 3). An indication of any capacity for future development is also summarised.
Glenstal Abbey
3.3 Glenstal Abbey home to a Benedictine Monastery combined with a boarding school for boys, a farm, a guesthouse and various other works. The monks at the Abbey also offer a series of lectures, workshops and seminars. Visitors to the Abbey are invited to walk around the grounds at their leisure, which has landscaped gardens and a wide variety of trees, flowers and wildlife. There is also a shop that sells a wide range of books and gifts.
3.4 Glenstal is known to be a key driver behind visits to the area and use of local accommodation enterprises, either through general sightseers or those participating in the workshops and seminars.
Clare Glens Falls
3.5 Clare Glens Falls a picturesque beauty spot north of Murroe that includes views of a waterfall and rapids. The site is part of a National Looped Walk (see below) and it also includes a car park and children’s play area. In addition, the falls and rapids of the site make this a popular place for kayaking and is home to the Clare Glens Race, an annual kayaking event for groups and individuals.
Nenagh River Gorge
3.6 Located 9-miles south of Nenagh and just to the east of Silvermines Village, Templederry Forest consists of around 1,670 hectares of long established upland forestry. One of the main landscape features of this forest is the Cooneen/ Nenagh River Gorge with the Poulnanass waterfall. This gorge drops around 400ft in approximately half-a-mile. The site features on North Tipperary Council’s register of Natural Heritage Sites as a proposed Natural Heritage Area.
Shanballeyedmond Court Cairn
3.7 Situated at Rearcross, the Shanballeyedmond Court Cairn is an ancient burial ground that dates back to 3500 year B.C. An artist’s impression of the original site is on display at the site entrance.
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Slieve Felim Way
3.8 Slieve Felim Way – a ‘National’ long distance trail of 44km (27-miles) stretching from Murroe to Silvermines Village and crosses the heart of the SFRM travelling from south to north. As described in the Waymarked Walking in Ireland’s Shannon Region the full route takes approximately two-days to complete and is broadly split into the following sections:
• Murroe to Tooreenbrien Bridge (Rear Cross) • Tooreenbrien Bridge (Rear Cross) to Toor • Toor to Silvermines
3.9 Access to the trail is via one of two Trailheads (Murroe and Silvermines). On the route, users will travel up towards the summit of Slieve Felim Mountain, Mother Hill, and Keeper Hill, each of which offer spectacular views of the surrounding lowland regions of Co. Limerick, North Tipperary and beyond.
National Looped Trails
3.10 The SFMR consists of eight National Looped Trails as advertised by Fáilte Ireland, Coillte and Shannon Development. These trails are as follows:
• Ballyhourigan Woods Loop (9km, moderate) – with the Trailhead this trial ascends Keeper Hill (converging with part of the Slieve Felim Way) through Coillte forested land. The loop trail explores the shoulders of the hill. • Keeper Hill Summit Walk (8km, hard) – a spur off the Slieve Felim Way/Ballyhourigan Woods that ascends to the summit of Keeper Hill. • Knockanroe Wood Loop (4.5km, moderate) – the loop, which starts at the forest entrance at Step, explores the Coolyhorney area through forested tracks and woodlands trails (Coillte). • Clare Glens Nature Loop (2km, easy) – a family orientated walk from which users can see the waterfalls and rapids of the River Clare as it passes through the red sandstone gorge. • Clare Glens Loop (4km, easy) – an extended walk that takes in more of the river before heading inland to the ‘upper’ paths that pass a stone footbridge. • Glenstal Woods Loop (15km, moderate) – a trail that begins in a car park adjacent to Glenstal Woods (Coiltte), this is a woodland walk rich in fauna and flora that rises to offer views of Co. Limerick and South Tipperary. • Eamonn a Chnoic Loop (8km, moderate) – starting in Upperchurch Village, this walk is themed upon Eamonn a Chnoic ‘Ned of the Hills’ whose ancestral home was in the area. • Red Hugh Loop (4km, easy) – starting close to Upperchurch, this route explores the area associated with Red Hugh O’Donnell – the last Chieftain of Tir Connail (County Donegal) who had crucial roles in the Battle of the Yellow Ford (1598) and the Battle of Kinsale (1599), before being defeated at the Battle of Kinsale (1601). The trail retraces some of the journey he undertook with his army around the hill of Knockalough. • Birchill Loop (7km, moderate) – a further route that explores the times of Eamonn a Chnoic, but this time covering a small area of Birchill, Knockane and Rossoulty.
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• Kilcommon Pilgrim Loop (7km, easy) – consisting of a 100 metre ascent up Mother Mountain, the route loops around the village of Kilcommon using the forest tracks and the banks of the Bilboa River.
3.11 The majority of the trails highlighted utilise Coillte forested land and have been established through a partnership between Coillte, Fáilte Ireland and Shannon Development. Some trails also utilise local roads and tracks to complete the route. Events based upon walking have been established in Upperchurch and Murroe that have proved successful.
3.12 Other walks are known locally amongst residents, however these are not currently publicised to a wider audience.
Cycling Trails
3.13 There are two waymarked cycle trails that travel into the SFMR. These are:
• Clare Glens Cycle Trail (48km) – a trail that starts and finishes in Limerick City (Arthur’s Quay). The route travels to Clare Glens before turning back to Limerick through Murroe and Glenstal Abbey. • The Keeper Hill Cycle Trail (58km) – the trail begins and ends in Nenagh travelling to Silvermines and the ascent of Keeper Hill.
3.14 Although these routes are waymarked through signposting, they are not currently included in the Shannon Region publicised cycleways.
3.15 Another road-based route is available, Sarsfield’s Ride, which traces the steps of a daring cavalry ride by Patrick Sarsfield, passing from Killaloe through Silvermines and Rearcross, before heading to Ballyneety. The route is signposted, but it is unclear whether the trail is for cyclists or motorised vehicles. Likewise, the Holycross Cycle Trail that starts and ends in Thurles covers 45km (1-day) tour that takes in the area’s more interesting sites and scenery in the region, including Upperchurch.
Angling
3.16 The west of the SFMR coincides with the popular and internationally renowned angling rivers associated with the River Shannon. The best location for fishing is reputedly Castleconnell, with the Castleconnell Fishery representing one of the most revered salmon fishery destinations. However, in terms of the SFMR, the Mulkear and its tributaries, the Newport and Bilboa Rivers, all of which originate in the high grounds of the area, offer around 25-miles of well-stocked salmon and brown trout fishing waters.
3.17 Fishing rights are controlled by the Electricity Supply Board (ESB), and therefore anglers are required to obtain an ESB fishing permit in addition to a Salmon Fishing License.
Other Components
3.18 In addition to the assets and activities highlighted above, other components that are known to have been undertaken within the SFMR area are as follows:
• McNamara Traditional Farm – a recently opened farm attraction to complement a series of self-catering cottages (McNamara Cottages), primarily aimed at encouraging farm stays and attracting local school groups but is growing in popularity as a tourist attraction for families.
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• Bilboa Court – a ruin of a historic mansion house at Bilboa. The house was the ancestral home of the Warther family until the house was attacked in the 19th Century and has since been left to ruin. School groups and the local historical society are known to visit the site. • Golf – there is 9-hole Par 3 (Pitch and Putt) course opposite the entrance to Glenstal in Murroe. • Markets – a Livestock Mart is held weekly in Newport, whilst Murroe has recently launched a famers market. • Events and festivals – the area supports a variety of small-scale, locally focussed events and festivals such as the annual Mary from Murroe Festival and the Kilcommon Festival. Upperchurch hosts the wider recognised Ned ‘o the Hill annual festival and has also begun to host a series of walking festivals that are attracting significant numbers of walkers and national press attention. The Threashing Festival is hosted at Ahern’s Public House in Newport. Cappamore is home to one of Ireland’s largest and most reputed agricultural festivals. • Traditional Music – traditional music and dance feature strongly as a cultural attraction in Ireland. It is understood that many of the local Public Houses host traditional Ceili dances and local/regional folk singers and bands throughout the year. The Cappmore-Murroe Branch of the Comhaltas Ceoltóirí Éireann, also host Music Classes, Dance Classes, and Singing Classes.
Leisure and Tourism Enterprises
3.19 Although this cannot be confirmed, the Slieve Felim Tourism Co-operative suggests that there were as many as 30 tourism enterprises within the broad SFMR about 20-years ago. Today, however, the situation is very different.
Tourism Accommodation
3.20 An audit of accommodation enterprises in the SFMR has identified that there are just nine accommodation establishments remaining today (see Figure 4):
• three establishments are located either in or in the vicinity of Murroe - Rinnocknock B&B, Millbank House B&B, and Riversdale B&B; • three are in Killoscully near Newport – Arra View, Ciamaltha View and Stone Cottage, each of which are Self Catering operated by McNamara Cottages; • one in Rearcross - Griffins Self Catering Farmhouse; and • two in Cappamore - Curraghlahan House and Nellie's Cottage, both of which are Self Catering.
3.21 In addition to this, Glenstal has a guest house that is dedicated towards those who wish to have some quiet time, attend the liturgies in the Abbey Church, or require spiritual guidance.
3.22 The overall commercial capacity of these establishments is approximately 70 bedspaces. Assuming all of the bedspaces are available at least 365 nights per year, this gives an overall tourist capacity of 25,550 nights with the SFMR.
3.23 It is understood that there are new accommodation establishments coming online in 2011 through the opening of 3 self-catering units, all of which have been funded through the Rural
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Development Programme. It is also understood that one of these sites may also have a cycle- hire component, however we are awaiting confirmation of this.
Other Leisure and Tourism Enterprises
3.24 There are only a few other notable tourism enterprises in the area at present. Millbank B&B has a separate angling centre, with the operator able to package specialised angling tours that include accommodation, fishing permits, and transport to key angling spots in the area.
3.25 It is also known that the local Public Houses are frequented by visitors to the area, especially given the lack of local accommodation that operate on a full or half board basis. Similarly, local shops will benefit from visitor requirements for refreshments – especially walkers and cyclists. However, outside of those mentioned above, there are few clearly defined enterprises that are currently orientated towards the leisure and tourism sectors.
3.26 Countryside pursuits such as game shooting has also been identified as being an activity currently undertaken in the SFMR. However, the nature of this activity means that this is largely completed on privately owned land and is not advertised to the general public. Membership to a local gun club is usually required.
Slieve Felim Asset and Enterprise Summary
3.27 Each of the attractions, activities and themes outlined above represent valid and viable visitor assets in their own right. Moreover, in other destinations, these features form the basis of a coherent tourism product, especially the provision of leisure trails. However, this has not yet been the case in the SFMR. The consultation suggests that this is due to a lack of capacity in accommodation; a lack of critical mass in activities provision, especially in terms of activities other than walking; and a lack of support from other services. As a result, it is currently not possible to package or promote ‘Slieve Felim’ as a destination other than to niche interests such as angling or as providing access to Glenstal Abbey.
3.28 Nevertheless, there are certain components in the SFMR that have a strong appeal. Glenstal Abbey, whose gardens combine with the historic structure of the Castle, is a site reminiscent of some of the most popular stately homes and castles such as Blarney Castle, Kilkenny Castle, and Belvedere House and Gardens. However, the consultation has revealed that the Abbey does not operate as a visitor attraction or visitor centre. Rather, its primary functions are as a place of worship, a place of education, and a place of spiritual contemplation. Although visitor access, especially to the gardens, is accepted, it is not actively promoted for either individuals or tour groups.
3.29 Similarly, Clare Glens and its associated walking routes allowing visitors to view its waterfall and rapids is known to have a significant local appeal. However, from a visitor perspective, the site is only supported by a car park, children’s climbing frame and toilet. This means that despite its popularity, as a resource it is not being utilised to encourage visitors stay longer, engage with the wider area and support local enterprises. These issues have been recognised and are to be addressed through a Failte Ireland supported project to enhance the Clare Glens Amenity Area by upgrading footpaths and toilet facilities, as well as the provision of play equipment, picnic tables, and litter bins. Safety handrails will also be installed and map/information board provided. Improvements will also be made to the main entrance to make it more accessible.
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3.30 The Slieve Felim Way was established ostensibly to be the central anchor around which other visitor products could become associated. This has happened to a certain degree with the creation of a number of smaller, more accessible and easier circular trails being created. A key issue for the Slieve Felim Way, however, is that it cannot be packaged as a multi-day route as there is an absence of supporting accommodation to allow visitors to stay overnight at a suitable mid-point. Without this provision, most would-be walkers are likely to be dissuaded from using the route. This premise is supported by initial discussion with some local operators who suggest that only a small proportion of their existing business is associated with visitors wishing to explore the SFMR.
3.31 The lack of strategic linkages between the attractions and assets with local business centres is a re-occurring issue. With the exception of the trails associated with Upperchurch and Kilcommon, most of the trailheads for the National Loops do not start or finish at points located at, or in close proximity to, the main settlements. Not only does this mean that would-be users need to travel by car to reach the trailheads, which is an issue in itself, but it also means that any prospect of interaction between visitors using the trails and local businesses is considerably lessened.
Wider Tourism Context
3.32 As identified in Section 2, the wider area of the SFMR spans two counties, County Limerick and North Tipperary. The following briefly explores the key tourism position of the two counties, with specific reference to the areas within the immediate surrounds of the SFMR. In addition, Ballyhoura Development undertook an Attractions Cluster Assessment in 2003. This is also reviewed in order to present in relation to establishing a suitable context for future tourism development.
Tourism in County Limerick
3.33 The combination of urban and rural tourism provide the focus for County Limerick’s principal tourism offer.
Urban Tourism
3.34 In terms of urban tourism, Limerick City dominates as the main feature. As a bustling city on the banks of the River Shannon, the city is targeting those interested in cultural, heritage, retail and sporting breaks.
3.35 Sports is regarded as a significant theme upon which Limerick City (and the region as a whole) can develop a strong reputation. The Thomond Park Stadium is home to Munster Rugby Club, and is dubbed the spiritual home of Irish Rugby. Munster Rugby Club continues to be successful in domestic and European competitions and regularly plays in the European Heineken Cup. In addition to spectator visitors, tours of the stadium are also undertaken.
3.36 Horse racing is also a sporting event for which Limerick City has a strong reputation. Limerick Racecourse, located to the south west of the city, host 18 horse race meetings – a mixture of national hunt and flat meetings - each year. In combination with Gaelic football and hurling, and greyhound racing, the city has a full sporting schedule, much of which is locked into cultural identify of the region. It is for this reason that Limerick has been dubbed the sports capital of Ireland, a reputation that Shannon Development is keen to enhance and develop.
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3.37 Key historic and cultural attractions of the city are as follows:
th • King John’s Castle – a 13 Century Castle that forms the key feature of Limerick’s medieval quarter. Overlooking the River Shannon, the site includes a historical exhibition, excavated pre-Norman houses, fortifications, siege mines and battlement walks (€9.00 adults). • The Hunt Museum – home to important collections of art works gifted to John and Gertrude Hunt. The collection includes artefacts from the medieval period in addition to works from Ancient Greece and Rome through to contemporary art (€8 adults). • Limerick City Museum – a collection of exhibits and artefacts that illustrate the history of Limerick and its people. • The Bishop’s Palace – restored former home of Protestant Bishops of Limerick, and currently home to the Limerick Civic Society (tours arranged by appointment). • The Georgian House and Garden - one of a terrace of six houses built c.1830 by the Pery Squire Tontine Company. Recently restored by the Limerick Civic Society, the house is reputed to be one of the best examples of late Georgian Architecture in Ireland (€6.00 adults). • Limerick City Gallery of Art – exhibit of contemporary Irish art. • St Mary’s Cathedral – one of the oldest and most historic buildings currently in use in Limerick (free, donations requested). • St John’s Cathedral – a Roman Catholic Church of Victorian Gothic Design with the highest Spire in Ireland at 308 feet (free, donations requested).
3.38 In accordance with its role as the commercial centre, Limerick City also has a strong retail offer. The advantage of the city is that, as a relatively compact area, all of these key features are accessible on foot. The city is also the focus of key events and festivals hosted throughout the year (EV&A Exhibition, Riverfest Festival, Great Limerick River Regatta, Great Limerick Run, LSAD Annual Fashion Show, 1690 Siege of Limerick Battle Re-enactment, Culture Night, Cuisle Poetry Society, to name but a few).
Rural Tourism
3.39 The rural components of County Limerick’s tourism offer is less spatially concentrated, with the attractions spanning from Glenstal in the east through to Tarbert Bridewell in the west (an interactive museum depicting the justice system of Ireland in the 1830’s) and Ballyhoura Mountains in the south. In between there are a series of single site attractions (Glin Castle, deValera Museum & Bruree Heritage Centre, Foynes Flying Boat Museum, Lough Gur and Desmond Hall).
3.40 The issue of the wide spatial distribution of these assets have been addressed through the creation of ‘driving tours’ such as Route 69 that travels westward along River Shannon; the Golden Vale Drive from Limerick City to Kilmallock; Sli Finn Drive, a circular route starting at Kilfinane and encompassing the Ballyhoura Mountains; and West Limerick Drive encompassing Adare, Athea, Abbeyfeale and Dromcollogher.
3.41 The village of Adare, which resides just to the southwest of Limerick City, is arguably one of the principal visitor attractors in rural Limerick. Regarded as one of Ireland’s prettiest villages, Adare is a designated Heritage Site and includes a Heritage Centre, Desmond Castle,
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Franciscan Priory, Trinitarian Priory, and Augustinian Priory. An equestrian centre, golf course and camping and caravan site are also available in the area.
3.42 Nearby, Curraghchase Forest Park, operated by Coillte, is a family amenity that consists of over 300 hectares of mixed woodland, parkland and lakes. Visitors can navigate the area through a series of looped trails suitable for walkers, cyclists and wheelchair users. A charge of €5.00 is levied for the car park.
3.43 The Ballyhoura Mountain Bike Trails in the Ballyhoura Mountains are an integral part of the ‘activities’ offer of County Limerick. The mountain bike trails are a series of five looped trails set within a forested park environment, differing in length and difficulty. Established by Ballyhoura Development in association with Coillte, Shannon Development and Fáilte Ireland, the site now attracts close to 30,000 visits per annum.
3.44 The success of this initiative is actively supporting other commercial enterprises such as the Deebert House Hotel (40+ bedspaces), Kilfinane Outdoor Education Centre, Ballyhoura Cross Country Trails Bike Hire, and Ballyhoura Orienteering.
Accommodation Stock
3.45 In addition to having a high concentration of local attractions and assets, Limerick City has the majority of accommodation stock in the area. Altogether, Limerick City accounts for an estimated 3,750 bedspaces, a stark contrast to the 70 bedspaces noted in the Slieve Felim area.
3.46 The largest accommodation providers are Maldron Hotel (398 bedspaces), Limerick Strand Hotel (368), Clairon Hotel and Leisure Centre (316), Radisson Blu Hotel and Spa (308), Jurys Inn Limerick (302) and the George Hotel (250). Given this capacity, it can be estimated that 1.3 million tourism bednights are available per annum.
3.47 The volume of accommodation in the city is considerable given its size and its population, but this is a legacy of the so-called ‘Celtic Tiger’ period of significant economic growth for the region. As a result, demand for accommodation space rose to support business travellers to the region. However, leisure tourists are also targeted to fill any spare capacity during the week, and at weekends.
Strategic Tourism Development
3.48 The Ballyhoura Attractions Cluster Development Strategy, published in 2003, sets the context for tourism development within the Ballyhoura Country comprising South and East Limerick and North East County Cork. At the time of the study, the SFMR was not included within the geographical remit of the organisation, however this changed in 2007 when the boundary was expanded. Although the Attractions Cluster Analysis does not include the SFMR, it covers several themes that have a direct or indirect synergy. The main findings of the study were that:
• the activities and heritage markets were strong and that the interest in rural activities was growing; • in order to make better use of countryside and heritage assets as a means of developing clearly defined activities packages, especially in terms of walking, cycling and spa treatments; and • inappropriate development and signage clutter should be avoided and, where currently existing, they should be addressed.
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3.49 The two themes that emerged as having potential for growth were heritage tourism and activity tourism. In particular, the Ballyhoura Mountains were identified as a venue for walking, cycling, mountain biking, orienteering and other activity products. It is from this strategy that the Ballyhoura Mountain Bike Trails were developed. However, the strategy also highlighted a number of other development options that have yet to be fulfilled. This includes the following:
• Walking - long-distance paths, middle distance paths to viewpoints, and short themed trails. • Equestrian – one and two hour trails plus half and full day trails. • Motorised – quad bike trails, trail bikes and 4x4 drive areas. • Events – car rallying, family outings, special interest lectures. • Special interest – orienteering and fell running.
3.50 The importance of this is that the Ballyhoura Mountains has similar landscape characteristics with the SFMR, and thus there is likely to be a crossover between the activities that each area can support. However, the market is unlikely to be able to support a duplication of activities, especially the more specialised activities that have a small user base. It is therefore imperative that the activities chosen for exploration in both areas are complementary rather than as rivals.
Tourism in North Tipperary County
3.51 Tourism is North Tipperary has greater focus on cultural heritage and the countryside, coupled with the principal towns of the county such as Nenagh, Tipperary, Cashel and Thurles.
Cultural Heritage
3.52 From a cultural tourism perspective, North Tipperary contains a series of sites of national and international significance, including:
• The Rock of Cashel – The traditional seat of the Kings of Munster, the site now contains a group of medieval churches, ancient walls, towers and halls atop a limestone outcrop. An Audio Visual presentation helps orientate visitors before exploring the site itself (€6.00 adults). • Cahir Castle – Operated by the Office of Public Works, Cahir Castle is one of Ireland’s largest and best-preserved castles. Situated on a rocky island in the River Suir, it also has a very picturesque setting (€3.00 adults). • The Brú Ború Cultural Centre – Adjacent to the Rock of Cashel, the centre is home to the Brú Ború, a group that provides homage to Irish folk music, dance and theatre. The centre hosts nightly performances. • Holy Cross Abbey, Thurles - Founded in the 12th century and abandoned in the 1600’s, the Abbey has been lovingly restored to its former glory as one of the finest Irish 15th-century churches. • Nenagh Castle – A Norman Keep built c.1200 by Theobald Walter. The Castle Tower has become the unofficial emblem for the town. The site is currently the focus of a €3 million development project to establish a visitor centre. The project is being supported by the Office of Public Works. • Tipperary Remembrance Arch, Tipperary Town - The ‘Arch’ is located on the grounds of the Old Tipperary Barracks and is reputedly one of the last remaining portico’s of the Officers
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Mess and Quarters building of the Barrack’s which was completed in 1878. The ‘Arch’ Honour’s the memory of all the Irish who lost their lives for the cause of peace and freedom at home and worldwide. • Lár na Páirce Museum, Thurles – North Tipperary and Thurles in particular is the spiritual home of the Gaelic Games, with the Gaelic Athletics Association founded there in the late 1800’s. The Lár na Páirce Museum tells the story of Gaelic Games – hurling, football, camogie and handball. It also has a Hall of Fame, audio-visual presentation, and GAA shop. • Bolton Library, John St. Cashel – The Bolton Library is said to house an impressive collection of 12th Century antiquarian books and manuscripts. It also holds an exhibition of silver altarware from the original cathedral on the Rock of Cashel.
3.53 The Rock of Cashel and Cahir Castle are arguably the stand-out assets and attractions. Both have a strong local historical context with Munster but they also have an ‘iconic’ quality that means they are able to draw in a broader range of visitors to the area. Indeed, between 2005 and 2009, the Rock of Cashel had visitor numbers of between 220,000 and 260,000 per annum. The consultation process has identified that some accommodation in the SFMR is used as a base to visit this attraction, with Glenstal Abbey providing a complementary heritage attraction that helps to extend the visitor stay in the area. The consultation process also highlighted that there may be opportunities to further utilise the proximity of SFMR to these assets to greater effect.
Countryside and Activities
3.54 The heritage attractions as outlined above combine with scenic countryside and various outdoor recreational activities. The Tipperary Guide highlights the Glen of Aherlow, the Galtee Mountains, Slieve Felim and Lough Derg as offering unspoilt countryside that present offers a range of adventurous activities. Particular hubs include:
• Lough Derg as a navigable waterways and centre for watersports including sailing, canoeing, water-skiing, fishing, boating, swimming and river cruising; • the area around the Silvermines and Keeper Hill which is the subject to an 80km driving tour and several walking and cycling trails; and • the Bianconi Drive that takes in the towns of Cashel, Cahir, and Tipperary as well as many of the attractions outlined above.
3.55 Equestrian activities feature prominently within Tipperary with centres located in Nenagh (Nenagh Equestrian Centre), Cahir (Cahir Equestrian Centre), and Thurles (Crossogue Equestrian Centre) located close to the SFMR. These centres, which are approved the Association of Irish Riding Establishments, offer trekking and tuition. In the case of Crossogue Equestrian Centre, residential holidays are also available and advertised through Equestrian Holidays with activities including cross-country treks. Other horse riding establishments have been mentioned through the consultation process, however it has not been possible to verify that they are still in operation and that the offer trail riding.
3.56 Both horse racing and greyhound racing are also popular spectator sports with stadia in Clonmel, Thurles and Tipperary. In addition, there are some 30 stud farms within the wider area, some of which could be utilised in some form of capacity in relation to equestrian tourism.
3.57 North Tipperary was also the location of paragliding facilities at Templemore and a sky-dive centre at Erinagh Airfield, Capparoe, although it is understood that this has now moved to Birr.
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Accommodation
3.58 The accommodation stock in and around the settlements of Nenagh, Tipperary, Thurles and Templemore equates to 50 enterprises (42 serviced and eight self-catering), providing an estimated 896 bedspaces. Total capacity, therefore, is 327,000 tourism bednights per annum.
3.59 The largest hotels are:
• The Abbey Court Hotel (Nenagh) – 3-star rated, 164 bedspaces • Horse and Jockey Hotel (Thurles) – 4-star rated, 130 bedspaces • Anner Hotel (Thurles) – 3-star rated, 128-bedspaces
3.60 With the exception of the Ballykisteen Hotel and Golf Resort (Limerick Junction, 80-bedspaces) and Hayes Hotel (Thurles, 62 bedspaces), all of the remaining establishments tend to be small- scale B&B’s. The Aherlow Hotel and Lodges offers, which is to the south of Tipperary, also offers a reasonable level of accommodation (60 serviced bedspaces; and 174 bedspaces in lodges), however this site is likely to have greater resonance with the Glen of Aherlow and the Galtee Mountains.
Strategic Tourism Development
3.61 A Tourism Development Strategy for North Tipperary was prepared in 2004. The purpose of the strategy was to prepare a practical tourism development strategy for the county that would realise a sustainable tourism sector directed towards current and emerging tourism markets.
3.62 A critique of the market performance of the area identified that North Tipperary, at that time, only received 3% of overseas visitors to the Shannon Region, compared to 46% for County Clare and 35% for County Limerick. This position demonstrates a key issue for inland and rural counties of Ireland in that they generally have much lower levels of visitation than the coastal areas. However, this position also belies the fact that counties such as North Tipperary have resources that could certainly have much stronger resonance with both day and overnight visitors.
3.63 In this respect, the Strategy highlights that the Silvermines (Slieve Felim) and Devil’s Bit (Slieve Bloom) mountains form part of a contrasting natural environment for the county that also includes Lough Derg with its many picturesque villages and rolling countryside. It also highlights Clare Glens as a superb amenity with nature trails, rock pools and a general aesthetic character to rival any of the country’s waterway settings.
3.64 As a means of differentiating between the landscape characters and their respective tourism potential, the strategy divides North Tipperary into three tourism zones; Zone A: Lakeside (Lough Derg and its hinterland); Zone B: Silvermines and the Slieve Felim Mountains; and Zone C: East Tipperary. A key issue in terms of this study is that Zone B only extends to the North Tipperary administrative boundary of the SFMR and therefore excludes almost half of the overall landscape that comprises the ‘Slieve Felim Mountains’.
3.65 In terms of development, the Strategy highlights the following initiatives to advance the level of tourism activity in the area:
• Accommodation – general expansion of tourism accommodation to encourage greater economic benefits.
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• Activities – enhancing the provision of outdoor pursuits such as walking, cycling, horse riding, orienteering, and adventure activities. • Identification of areas to be protected – zoning of protected areas within to be recognised within the County Development Plan. • Signage for Heritage – signposting and interpretation of key heritage sites, such as the burial ground at Rearcross. • Development of Festivals – creation of walking festivals and, potentially, a carriage-driven event. • Visitor facilities – increasing the provision of supporting visitor services such as a café and shops as a means of increasing revenue.
Summary
3.66 As highlighted for North Tipperary, one of the biggest challenges facing development of rural and countryside destinations is the lack of awareness of the leisure and tourism opportunities in the inland areas of Ireland and the comparative strength of the coastal areas. Fáilte Ireland along with the Inland Waterways Association of Ireland is addressing this for the lakeland and inland waterway areas through a joint Strategic Plan9. Although the plan does not technically include the SFMR, the overall premise of this strategy covers Lough Derg, the River Shannon, and its tributaries. These tributaries extend into the SFMR and therefore form part of the wider considerations for the Shannon Corridor.
3.67 As a countryside area with a generally attractive setting encompassing mountains, valleys and rivers, it is our view that the SFMR could sit well within this broader context. However, there is a need for the area to be seen as a whole. The administrative divide that crosses the SFMR does not currently facilitate this, and thus there will be a need for strong co-operation between the two county councils, Ballyhoura Development Company, and North Tipperary LEADER Partnership to ensure that the developments identified in the concept plan are fulfilled.
3.68 The tourism strategies encompassing the SFMR generally highlight a preference towards outdoor leisure and recreation, with walking, cycling and horse riding the preferred options. However, for the SFMR activities to be successful, they must be complementary to, and not rival, activities provision elsewhere in the local area (e.g. Mountain Biking in the Ballyhoura Mountains, Angling along the River Shannon and Lough Derg).
9 Lakelands and Inland Waterways Strategic Plan 2010-2015.
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4 Development Options and Considerations
4.1 The following provides a brief synopsis of the different tourism attractions, themes and activities that have a synergy with the countryside setting that the SFMR area provides. The options explored have been discussed with key stakeholders to ensure that the evaluation is based upon the presentation of a clearly rationalised process derived through consensus.
Visitor Attractions and Sightseeing
4.2 As identified in Section 3, the SFMR has few clearly defined visitor attractions available for sightseeing. The one built facility that would otherwise be classified as a heritage attraction is Glenstal Abbey. However, its other functions have clear priority over and above being a visitor attraction. The potential has been explored by organisations such as Shannon Development in the past, however there is unlikely to be any change to general site access in the near future.
4.3 Outside of this, the strongest sightseeing assets of the SFMR are the vantage points that the ascent to the top of the different mountains provides over the surrounding landscape. It is our view that this is currently underplayed as an attraction, partly as a result of the lack access to these areas, especially via motorised transportation; and partly because of the environment at the top of the mountains is sensitive as denoted by their SAC designation. For some, this environmental component will present a further reason to reach the summit. However, this also means that any additional access needs to be carefully managed to ensure any potential damage of the habitat is avoided.
4.4 A further sightseeing asset is Clare Glens which is itself part of a National Loop Trail, and has a car park, picnic area and toilets. The investigation process has highlighted that the trail itself has been eroded in parts and is in need of some remedial works. A further issue relates to the lack of direct linkage with the nearby settlements of Murroe and Newport, and the fact that the lack of direct linkage to these settlements means that the appeal of Clare Glens is currently not being maximised as a means of encouraging economic exchange with local businesses.
4.5 Other features within the SFMR that have the potential to be sightseeing assets include Shanballeyedmond Court Cairn, Nenagh River Gorge, the Bilboa Court ruins close to Cappamore, and a potential visitor attractions associated with the Silvermines mining area. The four features each have a relatively low profile at present. Likewise, the McNamara Traditional Farm attraction at Killoscully is a relatively recent addition and thus is only starting to become established as a visitor attraction. However, it is our view that this facility has significant potential as an attraction to pull family groups into Slieve Felim, introducing them to traditional farming methods and mechanisms. Moreover, if some form of ‘growing’ (i.e. learn how to grow your own courses) emphasis could be placed on the attraction, some of these visitors could be persuaded to become repeat visitors.
4.6 Whilst both Shanballeyedmond Court Cairn and Bilboa Court could (and should) have greater interpretation associated with the sites in order to present a sightseeing feature, they do not warrant a dedicated visitor attraction such as a heritage centre. It is possible, however, that the heritage of the mining at Silvermines is strong enough for this type of proposition, especially given the fact that mining has been an ever present industry in the area since the Roman era. Mining attractions can present a significant attraction opportunity. For example, the Geevor Tin Mine in South West England attracts around 40,000 visitors per annum; the Dolaucothi Gold
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Mines Wales attracts 20,000 visitors per annum; the Great Orme Mines, Llandudno, Wales attracts 30,000 visitors per annum. Given that the area is under rehabilitation, it would seem appropriate to explore the feasibility of an attraction based upon this topic and whether this could act as a catalyst for generating visitors to the area – and indeed this has been explored in the past but has yet to be enacted upon.
4.7 A further attraction that could be pertinent to the landscape setting of the SFMR is a peatland based attraction. According to the consultation process, peat has had a role to play in the history of the SFMR, with the Blanket Mountain Bog available in the area once part of the Peat trade from Ireland to Europe. Although a very niche, there are examples of where peat has provided the main focus of an attraction and an event. For instance:
• Peatlands Country Park, Dungannon, Northern Ireland - this is an attraction that invites visitors to get the feel (and the smell!) of cutting turf. The Park is rich in insects, particularly butterflies, moths, dragonflies and damselflies. Many woodland and wetland birds and several species of waterfowl nest here. Red and grey squirrels, badgers and hares are also present, while lizards and newts can be found in the open bog areas. In this respect, the site is now home to two National Nature Reserves. • Moor and Fen Museum, Elisabethfehn, Germany - This is a museum dedicated to the extraction of peat from the local moors and bogs. A highlight of the display is the world’s largest plough, whilst the museum also tells the story of the local beer known as Jever. • The Humberhead Peatlands National Nature Reserve, South Yorkshire, England – this Peatlands NNR comprises Thorne, Goole, and Crowle Moors, as well as Hatfield Moors. It represents the largest area of raised bog wilderness in lowland Britain at 2,887 hectares in size, which is regarded as a very rare habitat and subject to SAC and SPA designations. The Moors each form part of The Peatlands Way, a designated long distance (72km) circular trail.
4.8 In addition, the history of the peat industry is used to help interpret the development of settlements such as Wester Ross in the Scottish Highlands and Glastonbury Tor in Somerset England. Peat bogs are also subject to Bog Snorkelling Championships, with the Waen Rhydd peat bog near Llanwrtyd Wells in mid Wales host to the Annual World Bog Snorkelling Championship. This event, which attracts around 200 competitors and many more spectators, has been hosted since 1985 and is now being replicated elsewhere such as Peatlands Country Park. Different types of Bog Challenges are emerging with Mountain Bike Bog Snorkelling and Bog Snorkelling Triathlons also becoming niche sporting events.
4.9 Overall, it is clear that there is limited scope to utilise existing sightseeing assets and visitor attractions within the SFMR to drive significant volumes of leisure day visits, let alone overnight trips. New attractions could assist in this regard, particularly associated with the mining heritage of Silvermines. Alternatively, it may be possible to expand upon the existing farming based attraction to exemplify the association of the SFMR with agriculture; or a falconry centre as a means of drawing association between the countryside of the SFMR and its support of the Hen Harrier, a protected bird of prey; or a peat/bog-based attraction that can tell the history of the peat industry of the area and provide the focus for unusual events.
4.10 Although examples exist of all of these types of attractions that are successful elsewhere, a key concern in establishing any attraction will be the local catchment population and whether sufficient numbers could be encouraged to visit to make each economically viable. The proximity of the SFMR to Limerick as the main population centre and accessibility to other
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population centres such as Nenagh, Thurles and Tipperary should make the prospect of an attraction more viable. Moreover, each attraction type is sufficiently distinctive to drive its own market appeal; but yet they are also sufficiently complementary to form a ‘package’ of sightseeing attractions. However, whether the local catchment is sufficient to support all of these ideas would need to be tested further.
4.11 The capital expenditure required to develop attractions is also considerable. It is for this reason that, in the short term, the focus should be on ensuring that existing attractions are fulfilling their potential before embarking upon new ventures unless there is a development justification for doing so – i.e. it forms part of the continuing regeneration of the redundant mines around Silvermines. Rather, it is our view that the concept plan will need to focus on themes specifically related to outdoor activities as a more cost effective means of realising the aspiration for developing the SFMR for leisure, recreation and tourism.
Outdoor Activities
4.12 The general character of the SFMR has a direct synergy with outdoor activities, a situation that has given rise to several of the consultees highlighting this theme as representing the greatest opportunity for creating a more coherent visitor offer within the area.
4.13 The following explores some of the more popular activities that are known to attract both tourism and leisure day visits. The analysis provides a brief overview of the ability for the SFMR to cater for these activities based on current provision, and also outlines the issues that would need to be considered and overcome if the activities were deemed suitable for further development.
Walking
4.14 Walking as an activity has a strong association with scenic environmental settings as it offers a healthy and sustainable means of exploring the countryside that requires little in the way of formal equipment for most people. It is also considered a lucrative market in economic terms, driven by a combination of the overall size of the market; because it is enjoyed by a broad spectrum of socio-economic backgrounds; and because it acts as a direct motivator of both overnight and day visitor trips.
4.15 Fáilte Ireland research suggests that 830,000 overseas visitors (11%) to Ireland specifically chose Ireland in order to participate in some form of walking or hiking trail during their stay. Of this, the research suggests that most walks undertaken (80%) are less than 10km in length, of which more than half are on looped trails.
4.16 Walking is also a popular pastime amongst Ireland’s residents. The Irish Sports Monitor10 indicates that well over half (58%) of residents regularly participate in a short or leisurely walk11. This equates to 2.6 million of the country’s population that regularly participate in walks. Therefore, walking as an activity and pastime has a resonance with both the domestic and overseas markets. The popularity and pull of walking has led to the creation of over 100 National Looped Trails by Fáilte Ireland in association with development partners such as Shannon Development, Coillte, Ballyhoura Development and North Tipperary.
10 The Irish Sports Monitor, 2008 11 The proportion of Irish adults who participated in recreational walking for at least 20 minutes during the 7 days prior to the survey being undertaken.
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4.17 The key to having a successful walking product is the availability of easily navigable routes, with clearly defined trailheads, route maps and waymarking. Further requirements of walking routes are to ensure that they include sites of interest, such as from a scenic, heritage or wildlife perspective; interpretation of these features of interest; and ideally the provision of suitable refreshment points, preferably as trailheads and at midway points on long distance trails.
Implications for the Slieve Felim Mountain Range
4.18 Walking is an activity that the SFMR already accommodates through the Slieve Felim Way and the series of National Loop Trails identified in Section 3. Furthermore, the easy accessibility from major roads and close proximity to the major population centre in the Shannon region suggests that, comparatively, the area has certain advantages in being able to attract this market. Yet, it is evident through the consultation that walking is not currently acting as a significant attractor of visitors to the area, either in terms of attracting tourists to stay in the area, or even in terms of use by day visitors from the local catchment.
4.19 This is not to suggest that walking is not currently undertaken in the area. There is clear evidence that walking within the gardens of Glenstal is very popular; the Clare Glen Loop provides access to the local ‘honeypot’ site; and Upperchurch has been successful in its walking events that has attracted between 400-600 participants in the past. However, at present, these represent discrete walking areas that are working only to raise the profile of the immediate vicinity rather than the whole of the SFMR. Collective co-ordination, marketing and promotion of these and other walks is certainly needed if walking is to become a synonymous with the SFMR.
4.20 Other key issues that are limiting usage of the area for walking are as follows:
• The Slieve Felim Way is identified as a two-day trekking route, yet there is not a mid-way facility that provides a toilet, shower, overnight bed, food or drink – a basic need for potential long-distance users of the route. • The Trailheads of the National Loop circular routes are not associated with other amenities such as refreshments and toilets, for example, which may deter casual users and families. The signposting to the ‘trailheads’ can also be confusing. • Certain trails lack clearly defined sites of interest and key features as a means of establishing a sense of challenge or discovery to entice usage. • With some exceptions, notably Slieve Felim Way, existing trails are characterised by first or second generation woodland plantations and therefore lack variety in landscape character and flora species. • There is a lack of services available, especially accommodation, to support those seeking an overnight stay in the area for the purpose of walking.
4.21 Solutions are available that would solve these issues. A simple bunk-down service along Slieve Felim Way could be established at a suitable point; the looped trails could be re-drafted and trailheads re-defined to have start/end points in key villages/centres; and the key features and attractions of the area can be incorporated into trails, with the trails ‘themed’ accordingly. These will need to be explored further in subsequent investigations.
4.22 A more pressing concern is the role of land ownership, increasing access across the SFMR and improving the quality of the experience of the existing routes. Coillte needs to be
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commended for the opening up of its sites for leisure and recreation purposes. However, the understandable prevalence of woodland walks does not showcase the full spectrum of landscape character and interests available in the SFMR – i.e. active blanket bogs, rich Nardus Grassland, and Atlantic wet heathland. In this respect, additional or spur trails are needed that traverse the different landscapes of the area, and that include locally distinctive and important features. If this is to occur, it will be imperative that other landowners are engaged and encouraged to allow public access through clearly defined trails.
4.23 It is understood that the North Tipperary LEADER Partnership has utilised funding in the past through the national Rural Social Scheme and Walks Scheme to achieve this12, with projects relating to the development and maintenance of Waymarked Ways and agreed walks eligible for funding. The Kilcommon Pilgrims Loop is an example of a trail that has been established through this programme. However, this has not been replicated on the County Limerick side.
4.24 Furthermore, the funding is time limited (to 5-years) and there is no indication at present as to whether the funding, which is provided by The Department of the Environment, Communities and Local Government, will continue beyond the agreed 5-year period. This means that there is a risk that the route could be withdrawn at some stage in the future. Given the fact that it can take some trails a significant amount of time to become recognised and used, this means that there is a danger that the trail could be withdrawn just as it is becoming popular. By contrast, Ballyhoura Development has relied upon community ownership and development of the walks as a means of engaging and encouraging landowners to permit access. However, again there is a risk that the trails could be withdrawn, especially if walkers begin to create nuisances such as littering, leaving gates open, unpermitted camping and so on.
4.25 For walking to become a coherent product offer in the SFMR, there needs to be a consistent approach to trail development across the area that has a long-term outlook – i.e. retaining the trails for at least a generation, if not longer. Given that the Slieve Felim Way in particular is a shared resource between North Tipperary LEADER and Ballyhoura Development, it is recommended that a consistent approach is adopted. Should the Walks Scheme, or some form of alternative, be available, it is advised that this be used to secure the walking trails, with the landowner being given funding support in return for providing trail management13.
Cycling
4.26 Cycling is becoming an increasingly popular activity thanks to a growing number of initiatives that facilitate safer cycling such as developing long distance and, in some instances, off-road routes combined with facilities such as cycle hire and cycle-friendly accommodation. Some destinations have even initiated cycle carriage facilities on local bus services (e.g. the New Forest Bus in the New Forest, UK) to facilitate wider exploration of the area by bike.
4.27 From a tourism perspective, participation in cycling is a key motivator in 2% of overseas visitors to Ireland, which equates to some 114,000 visitors. Whilst significantly less than walking, this is a similar participation level to both golf and angling which have long been held as significant tourism markets for Ireland. Domestically, cycling rates as the sixth most popular participation activity amongst Irish residents at 2% of the population (c.90,000) regularly participating. When
12 It should be noted that these schemes were initiated on a trial basis and was limited to specific areas. This included North Tipperary. The Walks Scheme provides a payment to landowners (of between €750 to €2750 per annum on average) to allow access and then to help maintain and improve the trails. 13 It should be remembered that walking trails require periodic maintenance and improvement works regardless of ownership. This should be taken into consideration in determining the appropriate delivery mechanism for retaining and developing walking trails in the area.
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cycling for transport is included, cycling participation increases to 14%, which places it only behind walking as the most popular activity pursued.
4.28 Fáilte Ireland suggests that cycling in Ireland has yet to reach its full potential and has initiated a Cycling Tourism Strategy. Key issues that the strategy is designed to address include the following:
• Cycling on Irish roads is not perceived to be safe – cyclists face dangerous bends, fast cars, intimidating HGVs, more traffic and higher speeds than elsewhere. • There are very few, if any, traffic-free routes to cater for touring cyclists wanting to leave the cities to discover the countryside or for families who wish to participate in cycling. • Airlines and ferry companies do not make it easy to carry bikes, there is no evidence of a coherent network, much less one that is linked to a reliable public transport system. • Compared with other European destinations, the system and facilities in Ireland for the carriage of bikes on trains is poor and cycle parking facilities at many train stations are inadequate. • There is a lack of good quality, strategically located, professionally run bicycle and accessory hire facilities which is a key constraint for both enthusiasts and those looking for a more casual cycling experience.
4.29 Through the strategy, Fáilte Ireland and its partners are developing strategic cycling gateways and hubs. In the Shannon Region, these currently include Shannon Airport as the Gateway, and Limerick, Nenagh and Kilmallock as three of seven cycling hubs. The premise behind the ‘hubs’ are that they are to consist of a number of attractive, safe, and signposted routes including half-day and full-day loops. In particular, these hubs are to help address a key issue in terms of tourism cycling, namely to create traffic-free routes, especially in the countryside, to combat issues of road safety.
4.30 Although the cost of developing traffic-free routes can be considerable14, evidence suggests that these routes have a significant market appeal, not least amongst families. For example, the Camel Trail, a 28km linear, traffic free trail between Bodmin Moor and Padstow in Cornwall, attracts an estimated 350,000 users per annum and supports several cycle hire businesses along the route. This overall premise is further reiterated by Sustrans, an organisation that promotes the development of cycling routes throughout the UK and Ireland. According to its research, on-road cycling trips are more likely to be made by experienced cyclists whereas users of traffic-free routes are much more likely to be made by new or occasional cyclists. Moreover, 42% of users of traffic-free routes are more likely to repeat the activity in the future.
Implications for the Slieve Felim Mountain Range
4.31 As identified in Section 3, the SFMR area is served by three cycling trails; one originating in Limerick, one in Nenagh and one from Thurles (to Upperchurch). Given the fact that Limerick and Nenagh have been designated as ‘Cycling Hubs’ for the region, these existing trails need to be considered a strength for SFMR and should be used as a means of encouraging cyclist access through these gateways. However, as the routes are fully on-road trails, they are only likely to be used more experienced cyclists. If this market is to be broadened to cater for the needs of other/less frequent users, there will be a need to create safer, ideally off-road, routes.
14 Failte Ireland estimate that the average cost per km is €150,000 for off-road routes, compared with €3,000 per km for use of minor roads.
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4.32 It is also noted that these routes only extend to the foothills of the mountain range, and that there are currently no defined routes that extend into the more central sections. The local road network could be used to fulfil this gap, as the roads twist and wind through the hills and valleys creating attractive routes in their own right. However, a key concern in encouraging use of these roads by cyclists is that, despite resembling narrow single tracks, they are continuously used by motorised vehicles, including HGVs for the transportation of felled trees. The narrowness of the lanes and the stone walls on either side combine to present a danger that would ultimately discourage use.
4.33 Developing off-road cycling trails would be a more ideal solution. However, as with walking (and indeed other forms of trail creation), the landownership could present a significant constraint to achieving this aspiration. The use of Coillte land would potentially be appropriate here. Coillte is in the final stages of devising an Off-road Cycling Strategy that will outline the company's position on trail provision, resourcing and management of the activity. The steering group for this strategic work, along with Coillte, included representation from Fáilte Ireland, the National trails Office, Cycling Ireland and the Rural recreation section of the Department of the Environment, Community and Local Government. From the perspective of this study, it is hoped that solutions to issues concerning multi-user access can be found that will hopefully enable and encourage cyclists as well as walkers to access Coillte land.
4.34 In addition to the above, the consultation process has highlighted an aspiration to connect the Nenagh and Kilmallock hubs, which could utilise SFMR.
Horse Riding
4.35 Although there are aspects of both walking and cycling that can be highly specialised, on the whole they are pursuits that can be undertaken on a casual basis with relative ease. Horse riding on the other hand is a more specialist pursuit. Not only is the availability of a horse necessary, but there is the need for specialist clothing, equipment, and training for the rider; and stabling and feed for the horse itself. It is for these reasons that horse riding does not feature as strongly as the other two pursuits in relation to tourism. In Ireland, it is estimated that 46,000 overseas visitors identified that the availability of horse riding was important to their choice of Ireland as a holiday destination. In addition, the Irish Sport Monitor data suggests that as much as 1% of the Irish population ride regularly.
4.36 Nevertheless, horse riding is an activity that commands a great deal of devotion and commitment amongst participants, plus it has the capacity to be highly lucrative as a niche leisure and tourism activity. For instance, the overseas visitors spent a combined €27 million in 2009. In this respect, horse riding tends to be more of an interest amongst ABC1 socio- economic groups, due to the costs involved, and is one of the few specialised outdoor activities that has a strong appeal amongst females as well as males.
4.37 As with other many other activities and pursuits, the strategic importance of horse riding in relation to leisure and tourism destinations is becoming increasingly evident. For existing enthusiasts, the availability of horse riding can act as the key stimulant for visiting destinations amongst riders. Equally, the presence of horse riding facilities can help to tap into latent demand amongst other holidaymakers having a greater pre-disposition to try something new/different whilst on their holiday.
4.38 At least in part, this dual market prospect that has led to Horse Sport Ireland and the Department of Community, Equality and Gaeltacht Affairs to launch guidance for schemes in the Sport Horse Sector that would be eligible for grant funding under The Rural Development
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Programme (RDP). RDP funding is available until 2013, with initiatives under this scheme being to encourage diversification in the rural economy. Horse-based businesses involved in tourism are identified as initiatives that would be supported. Similarly, Fáilte Ireland directly supports 50 equestrian tourism centres across the country, including Crossogue Equestrian Centre close to Thurles.
4.39 Destinations seeking to develop horse riding generally require the following:
• a good quality network of routes and trails; • a holistic approach that requires co-ordination between different organisations, supported by appropriate marketing campaigns; • clearly defined tourism accommodation base dedicated towards riding; and • through the above, coherent packages that present an attractive riding-based holiday experience. Implications for the Slieve Felim Mountain Range
4.40 As an activity, horse riding has a direct synergy with the landscape character of the SFMR. The area presents opportunities for trekking through interesting countryside that could actively be encouraged to include interesting features such as places to gallop or for jumping.
4.41 There is some horse riding provision locally within the wider area. For example, the Crossogue Equestrian Centre (Thurles), Tipperary Equestrian Centre (Thurles), Solohead Equestrian Centre (Tipperary) and Tipperary Mountain Trekking Centre (Rusheen), as AIRE15 registered centres, already offer countryside treks and thus there may be a potential tie this provision in with the SFMR. In addition, the consultation process suggests that there may be additional horse riding provision locally.
4.42 For horse riding to develop further in the SFMR, it needs to be recognised that any trail rides within the area would probably require horse and rider transportation, which in turn means facilities need to be available to support them on their arrival. In addition, dedicated trails would also be required to facilitate trekking through the woodlands and open spaces of central areas.
4.43 Once more, a potential constraint concerns landownership and accessibility. As with cycling, Coillte has indicated an initial reluctance to consider opening up its forested areas for horse riding due to insurance risks and potential conflicts with other users. There are other options that have been initiated elsewhere, such as Grey Abbey Estate Toll Ride, a privately owned 6.5km trail that involves a fee for riding; and Mourne Country Park Toll Ride, a 6km trail in the Country Park. The Toll Ride scheme, which is operated by the British Horse Society Ireland (BHSI), costs £10 to join, £35 subscription and £10 for a hatband deposit16. It is designed for people with their own horses, with the BHSI working with landowners to overcome certain barriers to allowing riders on their land through a combination of becoming a critical partner and incentivising the landowner. Importantly, this represents a commercially orientated solution with an internationally recognised partner rather than one that is incentivised through funding.
15 Association of Ireland Riding Establishments 16 Hatbands are worn during the ride so that the landowners and other riders know that they have a right to be using the trail
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Countryside Field Sports Angling
4.44 Angling in Ireland is one of the principal countryside orientated leisure activities, and one that has a direct relationship with the waterways that can be found in and around the wider study area.
4.45 According to Fáilte Ireland, 132,000 visitors came to Ireland in 2009 with the specific purpose of angling, which in turn generated €105 million. However, this is well below its peak of 176,000 visitors in 1999. It is for this reason that Fáilte Ireland has established a strategy for Irish Angling Tourism. Key priorities of this strategy are to build upon the international reputation Ireland has for angling by ensuring the experiences of angling matches expectation. In particular the strategy highlights the need to:
• overcome complex licensing requirements; • improve value for money; • ensure information on key angling spots is accurate and accessible; and • anglers are supported in key areas through appropriate accommodation, boating provision, rod and bait stores, for example. Implications for the Slieve Felim Mountain Range
4.46 Lough Derg and the River Shannon, particularly at Castleconnell, are already regarded as premier sites for angling in Ireland in terms of both coarse and game angling. As identified in section 3, this reputation extends to the Mulkear and the Bilboa rivers that originate in the SFMR. In this context, there would appear to be a potential synergy with this activity that could be developed into a coherent visitor package. This link is already being made by Millbank B&B, for example.
4.47 However, it is arguable that the overall strength of angling is through the Lough Derg and the River Shannon, and as such any further exploitation of the market potential should ideally be associated with these destinations as they have a much stronger market resonance. This does not mean that SFMR, as a destination, could not support angling, but rather it needs to complement and perhaps help broaden the angling experience and packages of the River Shannon and Lough Derg.
4.48 Given the fact that these rivers form part of the River Shannon SAC, participation in angling needs to be carefully managed to ensure the activity itself does not create environmental problems and issues in the future. Educating anglers, both resident and visitor, is required, with a further study indicating that only a minority of anglers agree that their behaviour impacts on the environment.
Shooting/Hunting
4.49 Ireland has a strong culture of game shooting, with the general countryside described by hiddenireland.com as having ‘plentiful stock of migratory game wildfowl. This includes Pheasant, Snipe, Woodcock, Duck and Pigeon. Deer stalking is also known to be a popular field sport that Ireland caters for, with Sika, Fallow and Red Deer hunting all possible.
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4.50 The controversy surrounding shooting and hunting as a leisure pursuit often means that product development and marketing are left to the commercial sector. In Ireland for example, hiddenireland.ie highlights that there are a number of sites for shooting and hunting across the country, however even here the site avoids divulging the exact location. Despite this, field sports do have an active visitor market that is known to present lucrative market opportunities with, for example, 4,000 overseas visitors travelling to Northern Ireland specifically on organised field sports packages in 200917.
Implications for the Slieve Felim Mountain Range
4.51 Shooting and hunting are known to take place in the Slieve Felim area, with a number of gun clubs known to reside in the area that organise shoots, albeit predominantly for their own members that tend to reside locally.
4.52 It should be noted that Fáilte Ireland has a policy of not promoting shooting and hunting in Ireland. Therefore, as identified above, any initiatives that are designed to explore the potential further in the SFMR will need to be derived and supported by the commercial sector.
Adventure Activities
4.53 ‘Adventure’ covers a range of activities physical activity, interaction with nature and cultural learning or exchange. As identified above, walking, cycling and horse riding represent significant markets in their own right, yet by certain measures can be described as ‘adventurous activities’, albeit the on the ‘softer’ side.
4.54 ‘Hard’ adventure activities are more specialised. That means, almost by definition, they represent niche interests with more limited market potential – i.e. mountain biking, surfing/kite surfing, caving, sky diving, hang gliding, and so on. Some of these activities need specific environmental characteristics, settings or conditions as a prerequisite before they can be undertaken – i.e. caves to facilitate caving; sufficient wave size and intensity for surfing; hill top launches, thermals, ridge lifts and mountain waves for hang gliding and paragliding; and rapids and fast flowing waters for more adventurous kayaking. For destinations that can demonstrate these conditions and characteristics, adventure activities can represent significant visitor opportunities. For instance, Queenstown in New Zealand has become one of the best known ‘adventure activity’ destinations in the globe. More locally, Bundoran, County Donegal and Lahinch, County Clare are growing national and international reputations for surfing18.
4.55 According to the Adventure Travel Trade Association (ATTA), adventure-based tourism has been resilient despite the global economic downturn of recent years. This is consistent with the general trend toward ‘experience’ driven tourism, whereby the pursuit of a specific interest is at least an equal consideration to the destination, if not more so. The ATTA research also suggests that most adventure activity enthusiasts are generally between 35 and 42, although it is likely age varies greatly between the activities in question. Conducting online research is one of the principal sources of information, although the influence of social networking sites on adventure enthusiasts is also demonstrating significant marketing potential.
4.56 Other key characteristics of this market are that use tends to be by small friendship groups, although couples and families can be equally as interested in certain activities. They also tend to support self-catering and camping accommodation as opposed to serviced accommodation.
17 According to Northern Ireland Tourist Board 18 http://www.goireland.com/BLOG/article/Surfing-in-Ireland.html
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This tends to suggest that adventure activity participants will have a reasonably long duration of stay in the destination, a premise that is supported by ATTA’s research that states the average adventure holiday duration is between 7 and 8 days.
4.57 Overall, a key advantage of adventure tourism, certainly in inland areas, is that it can contribute to extending the season and in attracting winter visits. Moreover, it can be a means by which new areas can be opened up for tourism purposes.
Mountain Biking
4.58 Mountain biking is regarded as a growing pursuit, especially in the context of Ireland. There is evidence of dedicated Mountain Bike centres in Ireland, namely Ballinastoe Woods, Co. Wicklow; Derroura Mountain Bike Trail, Co. Galway; and Ballyhoura Mountain Bike Centre.
4.59 Ballyhoura Mountain Bike Trails (BMBT) in particular is a good example of how the use of adventure-based activities can be used to stimulate tourism and leisure activity in an area that previously lacked a significant tourism and leisure profile. The site now attracts over 30,000 visitors per annum. Moreover, this provision, at least in part, has led to the support of other facilities and amenities.
Implications for the Slieve Felim Mountain Range
4.60 A key issue from the perspective of this study is the proximity of the Ballyhoura Mountains to the study area. The BMBT resides just 50-miles south of Murroe. Given the limited residential and visitor population base for the area, any initiative that would add new provision in mountain biking would be considered a high risk project, at least in the short to medium term. This is because the BMBT is relatively new from a market perspective and is still growing its reputation in this field. Further growth in interest is currently being pursued though initiatives such as the ‘The Beast of Ballyhoura’ event and the skills development courses available at Kilfinane Outdoor Education Centre.
4.61 Given this context, any new provision at the SFMR would no doubt create competition for the BMBT that would ultimately reduce the sustainability of both mountain biking centres.
Sky-Diving
4.62 Sky-diving is a highly specialised, adrenalin-based activity. Many ‘adventure’ orientated destinations include sky-diving as part of its package which for many participants will form the highlight of their experience.
Implications for the Slieve Felim Mountain Range
4.63 Sky-diving has, until recently, been an adventure activity option available in the wider area. The Erinagh Airfield, Capparoe was home to Sky Dive Ireland that offered a range of sky diving options such as solo skydives, tandem skydives, charity skydives and skydive courses. In this context, skydivers using this base are given a unique view of the SFMR as they experience the sensation of parachuting to the ground.
4.64 It is understood that the operation has closed, at least for the time-being, due to local concerns. However, if a solution can be found to these issues, it is certainly recommended that skydiving remain an activity available in the SFMR.
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Canoeing and Kayaking
4.65 Canoeing and kayaking are popular watersports that are relatively accessible in terms of participation. As activities, they are generally more prevalent on larger bodies of water such as lakes and larger rivers. For the participant, they allow a unique means of exploring the surrounding scenery and travelling sustainably between places of interest. For the more adventurous, freestyle kayaking across rapids and minor class waterfalls presents a real challenge, the appeal of which can often drive visits amongst enthusiasts.
Implications for the Slieve Felim Mountain Range
4.66 As highlighted in Section 3, the Clare Glens provides conditions that are suitable for more adventurous forms of kayaking, namely rapid/freestyle kayaking. This opportunity is being exploited by local kayakers and enthusiasts from wider a-field. Clare Glens is mentioned, for example, on irishfreestyle.com, with blog posts updating the condition of the rapids. The recent addition of the ‘Clare Glens Race’ further reinforces this activity as a potential strength.
4.67 However, it is important to recognise that the Clare Glens is a designated SAC that needs to be protected from inadvertent damage to the habitats and biodiversity that the river supports. Equally, the Clare Glens is one of the most attractive environmental settings in the SFMR and is enjoyed by the wider public for its scenic setting. Any growth in provision for kayaking at this spot could therefore be of detriment to its visual and ecological value. The consultation process suggests that current levels of activity are acceptable from a management perspective, but any development designed to increase in activity would be viewed with caution.
4.68 Outside of this, the main prospect for canoeing and kayaking product development would have greater prospects on Lough Derg and the River Shannon. Both the lough and the river are served by canoe/kayak operations (e.g. Shannon Adventure Canoeing and Camping; University of Limerick Activity Centre; and Birr Outdoor Education Centre).
Outdoor Activity Centres
4.69 Outdoor Activity Centres generally organise multiple outdoor activities. The range of activities varies and can be either on-site or utilise other areas nearby. Typically, the activities include watersports, orienteering, and hillwalking, but there is also growing evidence of investment in other adventurous activities such as rock climbing/climbing walls, zip wires, mountain biking, quad biking and so on. These activities can either be packaged as day trips or residential trips with many centres also providing some form of accommodation.
Implications for the Slieve Felim Mountain Range
4.70 Shannon Region already contains a number of Outdoor Activity Centres open to individuals, family/friendship groups, corporate groups and education groups. The closest to SFMR is the Kilfinane Outdoor Education Centre, Co. Limerick which offers a residential-venue and covers a wide range if activities such as Mountain Biking, Kayaking, Climbing, Campcraft, Riverwalking and Hillwalking.
4.71 As with Mountain Biking, key issues concern whether the proximity of this centre is too close to and whether the market interest is sufficient for an additional and potentially competing facility to be established at the SFMR. If this option is to be explored, it is clear that the activity composition of a new centre at the SFMR will need to be distinctly different from the activities available at Ballyhoura Mountains and Lough Derg in order to ensure that different audience
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groups are attracted. In this regard, an orientation toward corporate and celebration groups or wilderness survival may be more viable approaches (see below).
Corporate and Celebration Adventure Activities
4.72 Activities such as quad biking, paintballing, karting and 4x4 driving have broad audience appeal and often form part of outdoor activity packages developed for the corporate, team building and celebration (hen, stag and birthday) markets. This type of option has clearly defined commercial prospects, with organisations such as Killary Adventure Company, Co. Galway and Todds Leap Activity Centre, Co Tyrone, to name but a few, specifically targeting both the corporate and celebration markets in addition to the outdoor education market.
Implications for the Slieve Felim Mountain Range
4.73 With international access available through Shannon International Airport and the significant accommodation stock available in Limerick City, this type of offer could potentially fit well as a strategic proposition catering specifically towards these markets. Locally, the main activities that can be utilised by this market are the Combat Zone Paintball at Shannagolden Woods near Cloonty; Kilcornan Karting; and Delta Karting at Ballysimon. Packages also incorporate horse racing and golf.
4.74 Compared with other destinations, however, Limerick City is arguably not able to present a versatile packaging option due to the absence of the other activities mentioned above, particularly quad biking and 4x4 driving. Therefore, from a strategic perspective, this could be an option worth further investigation for the SFMR with the general characteristics of the landscape being conducive to these types of adventure activities and thus fulfilling an identified gap.
4.75 In addition, the consultation process has highlighted that the SFMR is subject to use by Quad Bikes and for motorcross scrambling. The general feedback has been that this activity is being undertaken illegally and that this type of activity does not mix well with other users as it creates visual and noise intrusion impacts. However, the use of the SFMR for these activities suggests that there is an immediate user market, and that illegal use may be a symptom of a lack of legitimate facilities to cater for their needs. Once more, this suggests that using the SFMR to cater for this market need would be fulfilling an identified gap.
4.76 In considering this option further, it is accepted that it will be important to examine the potential environmental and social impacts of certain activities. Nevertheless, it is our view that this option should be explored with a view to identifying discrete pockets of land that would accommodate these activities but without compromising the natural environment.
Wilderness Survival Courses
4.77 The advent of television programmes such as Ray Mears’ Bushcraft and Extreme Survival and Bear Grylls’ Born Survivor have been a catalyst for a growth in bushcraft survival courses across Ireland and the UK.
4.78 These courses are designed to demonstrate skills that will allow participants to survive comfortably outdoors. A real ‘back to basics’ experience, groups are instructed in making shelters from natural materials, methods of fire-making, cooking over a fire, putting out a fire and leaving no trace, learning about the trees and plants in situ, and navigation and tracking. Other options include learning traditional crafts, foraging, and campfire cooking.
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4.79 The versatility of these courses is such that they can span from 2-day trips to full week expeditions, and can be tailored to suit family fun through to developing proficient adventurers. The popularity of the courses is evident in the fact that the many of Ray Mears Courses scheduled for 2011 were pre-booked in 2010 with the cost of a two-day course ranging from €350 up to €3,000+ for an overseas expedition.
4.80 The range of courses available generally includes beginner, intermediate, advanced and master. Although the authenticity of the outdoor experience will be paramount, it is not necessary for this activity to be located in landscapes of high environmental value. Rather, it is the learning of new skills and techniques which is the key driver for this market.
Implications for the Slieve Felim Mountain Range
4.81 The forested areas coupled with the sense of escapism available in the SFMR have a direct synergy with this market. Although it is a niche activity, with around 15-20 participants per course, it is one that would maximise the natural resources available. It would also have relatively low capital costs in relation to set-up, with the activity not requiring any structural amenities. However, the course leader/s needs to be suitably qualified, not only in leading the Wilderness Survival Course, but also in providing quality customer service.
Natural Heritage and Wildlife Conservation Volunteering
4.82 The conservation needs of important environmental character areas are ample, from removing invasive species, to establishing new habitats, to monitoring habitat growth and the species they support. In addition, the management, control and monitoring of species are a central part of the biodiversity management of SACs, whilst the protection of habitats for the classified bird species is integral to SPA management.
4.83 Certain tasks, especially the removal of invasive species, can be labour intensive, whilst others may need to take place at unsociable hours. Therefore, growing a network of volunteers to undertake tasks that require little in the way of formal training can often be used as a means of alleviating management pressures. In this regard, conservation practices are known to be a generator of tourism and leisure visits through volunteering programmes.
Implications for the Slieve Felim Mountain Range
4.84 The popularity of conservation volunteering is generally dependent upon a series of critical factors such as the nature of local conservation needs; the activities and awareness of conservation managers and partners; the size of the local catchment; and the enthusiasm of residents towards environmental matters.
4.85 The SPA and SAC designations within the SFMR demonstrate a clear and internationally important conservation need for the area, with the Conservation Ranger identifying the protection of habitats for the Hen Harrier and bog upland areas being amongst the main conservation tasks of the area. The Mulkear LIFE programme, which is primarily aimed at the restoration of the Lower Shannon SAC for Sea Lamprey, Atlantic Salmon and the European Otter is also an important conservation initiative for the area. The Mulkear LIFE programme is a €1.75 million programme scheduled to run until 2014. Key activities include removing obstacles for sea lamprey and Atlantic Salmon migration upstream; improving breeding and restoration
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habitats for European Otters; address water quality problems; and stop and reverse damage of invasive species. Promoting education and awareness at a local, regional and national level is also part of the Mulkear LIFE Project remit.
4.86 There are other conservation needs in the SFMR, with the consultation process highlighting the Hen Harrier, Peregrine Falcon, Red grouse, bog uplands and certain rare species of fauna as being species that require specialist conservation programmes and support. Furthermore, there may well be other programmes that could be initiated in the future, subject to the type of habitat that the SFMR could be encourage to develop and the subsequent species that this could support.
4.87 Given this context, it is certainly our view that conservation could be used as a means of engaging local communities and encouraging volunteering. It is also conceivable that the community network would extend into the surrounding communities of Limerick, Nenagh, Tipperary, Thurles and beyond. The next stage of the investigation will need to examine this in more detail to understand the best methods for engaging the communities for this purpose.
Wildlife Watching
4.88 Wildlife and nature based tourism is growing in popularity. As an example of this growing interest, Scotland now has a clearly defined wildlife tourism market within the ‘Highlands and Islands’ brand. Research conducted into this market niche identified three core activities under the wildlife banner:
• visiting bird and animal sanctuaries – visits to established nature reserves and/or managed wildlife centres; • bird watching – the identification and study of birds within their natural habitats; and • watching marine wildlife – including the watching and studying of seabirds, seals, cetaceans, and other water-based wildlife.
4.89 The broader strategic fit of this market in rural destinations is clear with the economic benefits well documented. For example, the RSPB has produced several reports outlining the importance of wildlife as a means of generating tourism and leisure visits. For instance, a study into the Economic Benefits of Environmental and Wildlife tourism in 1999 in West Norfolk and North Norfolk found that the combination of the wildlife (59%), scenery/landscape (58%), peace and tranquillity (47%), and beaches (39%) provide by far the biggest influence on the decision to visit to the area study area, with wildlife alone providing the main reason for visiting for a third of visitors (34%).
4.90 In recognition of this growing trend, Fáilte Ireland work with relevant tourism and non-tourism bodies such as the County Councils, Udarás na Gaeltachta, the National Parks, Coillte, Wildlife Service, and Birdwatch Ireland in developing an appropriate framework for the ongoing development of natural heritage. Whilst natural heritage and wildlife watching may be the main motivation behind a visit, there is a strong cross-over between interest in wildlife watching and other pursuits such as visiting heritage attractions, walking/rambling or visiting archaeological sites. As such, natural heritage has strong role to play in the overall package of a destination.
4.91 Overall, the market is expected to continue to grow, with evidence provided by a MORI survey suggesting that bird watching is the fastest growing outdoor pastime in the world. In the UK, Ireland’s largest overseas market, it is estimated that there are over two million birdwatchers alone.
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Implications for the Slieve Felim Mountain Range
4.92 Given the broader market context and visitor management advantages, this niche certainly presents an opportunity for consideration within the SFMR given its attractive, countryside setting and current prevalence toward softer outdoor activities. Further benefits of nature tourism that should be recognised is that it has a year-round occurrence, with different seasons being the trigger for particular events or happenings, such as in and out migration of different species of birds for example; and that it has a large educational interest, with school courses such as biology and environmental studies being ever present within the curricular of key educational stages – primary, secondary and further education.
4.93 However, there are certain reservations about the overall impact this activity could have in terms of attracting visitors. A key issue here is whether the existing species that form the existing wildlife and natural heritage offer (i.e. Hen Harrier, Peregrine Falcon, Red Grouse, bog uplands and certain rare species of fauna) are strong enough on its own to attract significant volumes of visitors; or indeed whether these visitors could be supported without damage to the habitats.
4.94 If this is deemed not to be the case, a further issue is whether there is scope to introduce new species in a strongly managed setting (i.e. dedicated nature reserve) that could act as a magnet to engage a broader range wildlife and visitors for wildlife watching. It is beyond the scope of this project to identify any specific habitat or species that should be targeted, however conservation organisations and specialists will be able to provide the support required. This activity has a direct synergy with conservation volunteering and ecotourism.
Ecotourism
4.95 Delivering sustainable tourism has taken many diverse forms, and differs from destination to destination. In areas of high ecological and/or cultural value, the emphasis has been on conservation with visitor behaviour needing to be modified and adapted to reflect these sensitivities. Through this process, ‘ecotourism’ was born; a proactive measure of delivering more responsible tourism that visitors “buy into” as a major part of the tourism product or experience. To exemplify this premise, ecotourism is defined as “Responsible travel to natural areas that conserves the environment and improves the well being of local people"19. The basic principles of ecotourism are to:
• minimise impact of visitors on the destination, its people and its environment; • build environmental and cultural awareness and respect amongst the visiting population (and amongst the local population in certain instances); • provide positive experiences for both visitors and hosts; • provide direct benefits for conservation through revenue exchange or through volunteering; and • provide financial benefits and empowerment for local people.
4.96 Ecotourism tends to be associated with fragile environments and cultures that retain a strong sense of heritage and identity. The appeal for the visitor is that, by staying in the destination, they are directly contributing to the conservation of the sensitive areas. In return, visitors are provided with a unique experience that immerses them within the culture of the local
19 The International Ecotourism Society (TIES), 1990
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community; provides them with opportunities to observe up-close habitats or heritage that are often both rare and valuable; and in many instances encourages them to volunteer their time and their money to participate in conservation activities.
Implications for the Slieve Felim Mountain Range
4.97 Ecotourism has the potential to be incorporated into the overall concept for the SFMR. There is no doubt that the combination of the attractive setting, peace and tranquility of the area would present a suitable backdrop to ecotourism offers. However its development will largely depend upon the prospect of other components such as softer activities (e.g. walking, cycling, horse riding, kayaking), conservation volunteering and wildlife watching being strengthened. In this regard, it will only be possible to understand the full impact that ecotourism could have as a theme once the prospects for these other themes are fully understood.
Indulgence/Pampering
4.98 Indulgence and pampering generally covers health, wellness, spirituality and culinary experiences.
4.99 The health and wellness aspects of this market are well recognised. Facilities such as gyms, spa and therapy treatments increasingly utilised by a range of accommodation establishments to attract visitors primarily for overnight stays, although most are also available for day visits. These facilities also utilise high value landscapes and environments in order to complete the full ideology of a health and wellness visitor.
4.100 Culinary indulgence too has a strength of appeal that can encourage overnight stays and visits to specific areas that would otherwise not generally appear on the radar. Although the role of food in tourism is outlined below, culinary indulgence represents a niche interest that can, at its best, be a lucrative market with Michelin Star restaurants able to attract a worldwide audience. For example, Bray is an attractive yet largely unknown village in Berkshire, England that has risen to international prominence thanks to the Fat Duck Restaurant. This restaurant, owned by Heston Blumenthal, has three-Michelin stars and was voted the Best Restaurant in the World in 2005. There is clear evidence that this establishment supports a string of accommodation businesses in the village alone. Similarly, Padstow in Cornwall, England is synonymous with internationally acclaimed chef Rick Stein whose business interests includes accommodation.
4.101 Spiritual wellness is a very specialised component the health and wellness sector as it revolves around personal discovery and exploring ones sense of purpose. Relaxation, meditation and finding sanctuary are often associated with spiritual wellness. Teaching and learning about different forms of spiritual wellness are also important in this sector. Therefore, specialised courses and packages involving residential stays in spiritual settings are becoming increasingly available.
Implications for the Slieve Felim Mountain Range
4.102 The SFMR does not currently have a sizeable accommodation establishment that could include health and wellness facilities. Similarly, although there are some popular eating establishments, there is currently not a restaurant that could be considered of national and international repute in the area.
4.103 In contrast, Glenstal Abbey represents a facility with significant potential in terms of spiritual wellness associated with Catholicism. The Abbey already caters for this theme through its
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courses and its accommodation. It is understood that Glenstal intends to extend this offer through additional accommodation units.
4.104 There is also a prospect that other elements of spiritual wellness could be compatible with the SFMR. The Burren Yoga and Meditation Centre in Kinvara, County Galway provides an example of the type of facility that could be suitable, offering residential based courses and classes in yoga and meditation. Guest comments focus as much on the natural and peaceful setting and sense of retreat of the centre as it does about the courses themselves. The centre draws upon other activities available such as kayaking, surfing and walking to present an attractive and multi-faceted experience. This type of centre could certainly be replicated in the SFMR, although the requirements for peacefulness, tranquility and isolation would potentially conflict with other options that could be considered.
Culture Personalities
4.105 The renown of certain personalities, both living and historical, can be utilised to present a motivation behind visiting destinations. The importance of Rick Stein to Padstow has already been mentioned, but equally Shakespeare is an important personality for Stratford-on-Avon’s tourism offer, whilst Winchester has strong associations with Jane Austin. Similarly, the Lough Ness Monster associated with Lough Ness and Robin Hood’s association with Sherwood Forest and Nottingham, for example. Both sites still utilise these associations to attract significant volumes of visitors each year. East Midlands Tourism in England, for instance, recently invested in a driving tour with an audio guide of all of the sites that are referenced in Robin Hood stories.
Implications for the Slieve Felim Mountain Range
4.106 The main personalities associated with the SFMR are Eamonn a Chnoic, ‘Red Hugh’ O’Donnell, Patrick Sarsfield, and Father John Kenyon; all of whom had significant roles to play in Ireland’s turbulent past with England:
• In 1601, Red Hugh crossed the Slieve Felim Mountains with his army on a journey that was described by Sir George Carew of England at the time as “the greatest march with [incumbrance of] carriage that hath been heard of”20. This walk, which covered 40-miles, allowed O’Donnell’s army to arrive at Kinsale without having fought during their journey. The battle of Kinsale was eventually lost by the Irish and their Spanish Allies, his legend has endured through his notability, religious commitment, and military capabilities. This has been enhanced through his characterisation in poems, plays and film. • The story of Eamonn a Chnoic is that he was an outlaw hero, along a similar vein to Robin Hood, living in the Slieve Felim Mountains. As mentioned previously, Eamonn a Chnoic used the mountains and woodlands as a hiding place from authorities. The story has since been made into a traditional Irish song. • In 1691, during the Williamite Siege of Limerick, Sarsfield set out from the city with 600 cavalry for Killaloe in County Clare. The ride took the cavalry via the River Shannon, through the Silvermines Mountains, and then a roundabout sweep of 96km / 60 miles via Ballyneety to launch a surprise night attack on the enemy’s siege train reinforcements
20 A Concise History of Ireland – The Siege and Battle of Kinsale. P. W. Joyce
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heading for the city. It is reputed that they destroyed enemy artillery and supplies without losing a single man. • Father John Kenyon (1812-1869) of Templederry, Co. Tipperary, was a leading figure in the Young Ireland movement in 1848, a group whose focus was to overthrow the English government in County Tipperary. After a failed attempt to raise a military force, Father Kenyon became a hermit in the hills close for Templederry, believed to be the SFMR.
4.107 Each of these stories has greater potential to be told to visitors than currently. There former two characters are already themed in walks, whilst the route of Sarsfield has been set out through an on-road route through the SFMR. However, there may also be potential to bring the characters themselves to life through specialist events. As an example, the Robin Hood Festival is held annually in Sherwood Forest that includes a variety of medieval themed shows, demonstration arts and crafts that are designed to engage people of all ages but within the overall brand of ‘Robin Hood’. It is certainly conceivable the ‘Ned o the Hills’ festival could be developed further to represent a similar regional/nation for the SFMR based on Eamonn a Chnoic. The march of O’Donnell and Sarsfield could also be used to brand or theme an annual ‘challenge’ walk whereby walkers would be challenged to walk the 44km of the Slieve Felim Way in one day. Indeed, Sarsfield has been used in the past as a ‘special event’, the last time being in the early 1990’s. Again, it may be possible to revive this as an annual event.
4.108 There is a further personality that has come to light during the consultation process that also has potential for further exploitation. The TV Comedy series ‘Killinaskully’ details the bizarre goings-on in a fictitious Irish village located in the hills of Ireland. It is actually filmed on location in the villages of Killoscully and Ballinahinch, with these names being amalgamated to create the show name. The show, which ran for 5-series, had a viewing audience of 800,000. The strength of interest in the show has led to the creation of a guided tour of all popular landmarks by famous local character, including a pint and a pink snack in ‘Jacksie’s Bar’ and has led to visitors trying out their power walking skills to receive an exclusive ‘Goretti Diploma’. This type of initiative is founded in the ‘set-jetting’ theme where visitors are enticed to see the filming location of their favorite films and TV programmes.
Other Events
4.109 Events and festivals can act as a means of raising awareness of lesser-known sites, features or themes of a destination. They also have the ability to help showcase local traditions and cultural characteristics and can be orientated to engaging and galvanizing local communities.
Implications for the Slieve Felim Mountain Range
4.110 As identified in Section 3, events and festivals are already being utilised as a means of attracting visitors to the area, with both Murroe and Upperchurch hosting walking events. Similarly, the Mary from Murroe Festival, Kilcommon Festival, the Threashing Festival and the Cappamore Agriculture Show all important local festivals which could be utilised further as a means of attracting visitors. From the perspective of this study, it is important that any events of this type be used not only to raise awareness of the immediate centre, but also that of the whole of the SFMR. Similarly, regular performances that tap into the cultural identity of the local community need to be promoted as a means of engaging visitors and encouraging them to stay longer.
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Food
4.111 The role of food as a means of improving destination experiences, whether on a day trip or tourism trip, is being pursued nationally through Fáilte Ireland’s National Food Tourism Implementation Framework. This framework is to assist in developing a quality offer based upon local sourcing of produce to increase the economic value of the considerable visitor spend associated with food. In this regard, the framework identifies the need for unique and distinctive produce locally and regionally.
Implications for the Slieve Felim Mountain Range
4.112 The consultation process has identified that a new Food Enterprise Centre at Rearcross has been established through the conversion of an old creamery. The centre, an initiative undertaken by the Slieve Felim Co-operative Society with the support of European LEADER funding, includes three food-processing units and a kitchen with demonstration area.
4.113 The centre has only recently been opened so its full potential has yet to be realized. However, given the agricultural setting of the SFMR and the need to ensure maximum value from locally produced food, the overall objectives between food production, leisure and tourism are interrelated. This initiative accords with the Ballyhoura Food Sector Strategy produced in 2007 that highlights that the existing relationship between these sectors in the area is weak. The strategy explores the market associations between food and visitor markets and highlights that a synergy in target audiences with those generally interested in food sourcing are also interested in the countryside, outdoor activities, and local culture.
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5 Rationalising the Concept Options
5.1 As a summary of the options evaluation, the following table identifies a summary of the potential of the development options that could be considered within the concept plan. The purpose of producing this table is to assist in focussing the next stage of the investigation on determining in more detail the viability of these options and the delivery mechanisms from which they will be realised.
5.2 The table examines the following key components for each option:
• strength of the existing infrastructure to support the development option:
• (✔ = modest provision; ✔ ✔ ✔ ✔ ✔ = strong provision); • the potential that the SFMR offers for further development or enhancement within the respective option, based upon environmental setting, strategic positioning and market considerations:
• (✔ = modest potential; ✔ ✔ ✔ ✔ ✔ = strong potential; and • a brief synopsis of the broad strategic direction that any future development for the option should take.
5.3 Please note that it is not the intention of this appraisal to be prescriptive about the options being considered for each of the sites, or to preclude any other development options from arising. It is our intention to utilise the more detailed consultation sessions identified in the subsequent investigations to explore these options in more detail. In addition, we have also allowed sufficient flexibility in our approach for new suggestions to arise and be suitably investigated. As such, the following should be treated as a guide only.
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Activity Theme Current Further Proposed Strategic Direction** Provision Development Potential* • Clare Glens and Silvermines to represent the key attractions through new investment. • The summit of the mountains with views over the surrounding lowlands to represent significant sightseeing opportunity Attractions/Sightseeing ✔ ✔ ✔ ✔ ✔ • More should be made of the McNamara Traditional Farm attraction to encourage families and educational groups • Some additional attractions (e.g. Silvermines Mine, Bog Attraction) may become viable in the future • SFW to be made user friendly as a long distance walk through the inclusion of appropriate accommodation. • The National Looped Trails to be integrated into key settlements, especially parking, toilets, Walking ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ catering and refreshment facilities. Ideally, these should form the official Trailheads. • The National Looped Trails to be extended to incorporated different landscapes and features of interest, including the insertion of strategic vantage points and a sense of arrival at the summit. • SFMR to be incorporated into the cycle hubs of Limerick and Nenagh, with the existing trails better signposted/waymarked and advertised. • A small number of family-friendly cycle routes across the central area of the SFMR to be Cycling ✔ ✔ ✔ ✔ ✔ developed, ideally through off-road trails. • Coillte’s future Cycling Strategy may facilitate further development of family friendly trails within its forests. • Some provision in wider area of SFMR and possibly some local providers already, however this is not widely advertised • Horse Riding tracks to be established for use by local equestrian centres. Horse Riding ✔ ✔ ✔ ✔ • Potential dedicated SFMR equestrian centre to be established. • Potential multi-day package/trail routes through SFMR to be explored. • Coillte’s future Horse Riding Strategy may facilitate further development of hacking trails and tracks within its forests. • Continue to support the Lough Derg, the River Shannon and its estuaries as premier angling centres in Ireland. - Angling ✔ ✔ ✔ • Support the packaging of angling with other local activities to present a more coherent offer to encourage longer durations of stay.
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• Controversial activity, yet it has a niche appeal. Thus, support could be given to enterprises Shooting/Hunting ✔ ✔ - involved in legitimate game hunting and shooting activities that are programmed through official and responsible commercial centres. Support the Ballyhoura Mountain Bike Trails as the official off-road mountain biking trails for - - • Mountain Biking the Shannon Region. Depending upon a resolution to the current conflict between residents and the sky-dive - • Sky Diving ✔ ✔ centre, promote sky-diving as an activity within the SFMR. • Support controlled access to Clare Glens through annual event only. Canoeing/Kayaking ✔ ✔ • Explore opportunities for crossover with other activity provision in SFMR. • So as not to compete with Ballyhoura Mountains, examine option for establishing alternative Outdoor Activity Centres ✔ ✔ ✔ activities that are designed to support corporate and celebrations market (see below). • Potential to use certain forested area for ‘wilderness survival’ should be explored. • Explore the prospect of dedicated site and business based on providing outdoor activities Corporate/Celebrations such as quad biking, 4x4 driving, zip wires, zorbing etc, but only if unviable at Ballyhoura - ✔ ✔ Mountains. Activities • Consideration would need to be given to the potential impact on the ‘local catchment’ and other proposed activities (e.g. ecotourism, conservation, health and wellness). Activity that has low set-up costs and an actively growing market. • Wilderness Survival ✔ ✔ ✔ • Direct synergy with the SFMR and this should be exploited as a priority. Conservation • Supporting conservation projects and programmes (e.g. SAC and SPA conservation and the - ✔ ✔ ✔ Mulkear LIFE project) through the use of volunteers from the wider community and, where Volunteering appropriate, further a-field. • Encourage greater awareness and understanding of the natural heritage of the SFMR through local nature walks and tours. - Wildlife Watching ✔ ✔ ✔ • At strategic positions, erect hides to observe locally important bird species and the European Otter in their natural habitat. Use the growing international recognition of ecotourism as a theme to support and promote - • Ecotourism ✔ ✔ ✔ conservation, wildlife watching and local cultural programmes. Health and • Support Glenstal Abbey in its desire to extend residential spiritual guidance and support courses. - Wellness/Spiritual ✔ ✔ ✔ • Explore the prospect of further health and wellness offers such as through a Yoga and Wellness Meditation Centre. Ensure existing routes associated with characters incorporate the ‘story’ of their association Personalities ✔ ✔ ✔ ✔ •
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with the SFMR • Devise events and festivals based upon the characters of Eamonn a Chnoic, ‘Red Hugh’ O’Donnell, Sarsfield, and Father Kenyon with the former presenting an opportunity for a historical-based cultural festival whilst the latter could represent a means of theming/branding a challenge event for walkers using the SFW. • Draw upon the popularity of Killinascully, which is still being aired regularly on RTE, to tap into the ‘set-jetting’ enthusiast. • Co-ordinate the existing events to increase awareness of the SFMR. Other Events ✔ ✔ ✔ ✔ ✔ • Ensure cultural performances are used to encourage longer durations of stay • Encourage the creation and sales of produce of local farmers and food producers. Explore the link between food and tourism and the role for demonstration events using the - • Food ✔ ✔ ✔ new Food Enterprise Centre. • Encourage all local tourism and leisure enterprises to sell local produce.
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6 Overall Conclusion
6.1 The Slieve Felim Mountain Range certainly has the attributes to provide a more important role in relation to leisure, recreation and tourism. It is true that the landscape character is more akin to gentle rolling hills than being truly ‘mountainous’, however Slieve Felim is a pleasant rural upland landscape which is characterised by woodland, farmland and green spaces. Furthermore, it contrasts well with the surrounding lowlands with Slieve Felim a clearly visible landscape area.
6.2 The vantage points of its various peaks, which afford panoramas spanning for many miles on a clear day, certainly have the potential to act as an enticement for pulling visitors into the area. Other landscape features such as the Clare Glens and the River Nenagh Gorge, coupled with heritage features such as Glanstal Abbey and Shanballeyedmond Court Cairn, provide further discovery and sightseeing elements for visitors to uncover. The Slieve Felim Way, Forest Trails and National Looped Walks demonstrates that SFMR also has some infrastructure to support outdoor activity interest and facilitate exploration of the area. The accommodation provision, albeit modest, also indicates that the area can support overnight visitors in the right context.
6.3 The issue for this study is that the current context is that the SFMR is generally providing an attractive backdrop from which to explore the wider area, rather than retaining visitor interest in itself. The walking trails, especially the Slieve Felim Way, were clearly meant to address this issue, however this needs to be supported by other components that maximise the inherent qualities and assets of the natural characteristics of the area.
6.4 As a result, the approach of this study has been to explore the potential for utilising and strengthen the existing assets of the SFMR by matching them to different tourism activities and themes. We believe that this approach will be the most sympathetic to the natural character of the SFMR, but it is also one that has clear business opportunities that can be taken forward by local residents and community groups. The following recommendations, therefore, are designed to ensure that the potential can be realised.
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Vision and Key Recommendations
6.5 In order to provide a strategic direction for developing leisure, recreation and tourism activity in Slieve Felim, we believe that it is first necessary to set the parameters for achieving success through the creation of a vision and series of key strategic recommendations.
Vision
6.6 In establishing a vision for Slieve Felim, it is imperative to reflect the reasons why a visitor would find visiting the area rewarding; namely to explore and discover the key features of the Slieve Felim Mountains as an attractive environmental setting with significant natural and physical heritage. It must also demonstrate how visitor interaction with the landscape will be sustainable for the economy for the community, the environment and the economy. As such, we believe the following vision statement should be adopted in terms of establishing walking tourism products and packages: To harness the natural setting and heritage assets of Slieve Felim to present a series of distinctive leisure, recreation and tourism products that in turn will underpin a sustainable visitor economy and actively support the conservation projects and programmes.
6.7 The delivery of this vision will require the integration of communities, businesses, landowners and national, regional and local agencies in delivering common goals, projects and initiatives. Fundamentally, it will be important to ensure that each stakeholder recognises that ‘Slieve Felim’ as a whole landscape area represents the key strength to its image and identity. The communities that reside in the area are vital in helping to secure this image and identity.
Key Recommendations
• Utilise the inherent value of the landscape character to entice visitors to explore Slieve Felim: • Ensure access to key vantage points, panoramas and natural heritage such as Keeper Hill, Silvermines Mountain, Mauher Mountain, Clare Glens and River Nenagh Gorge. • Strengthen the value of the existing walking trails within Slieve Felim: • Ensure suitable provision in accommodation, catering, drying facilities and other support services (e.g. bag carriage) at key locations along the Slieve Felim Way. • Establish new accommodation provision at a suitable mid-way point along the Slieve Felim Way to allow walkers to use the trail in its entirety. The accommodation should be point-to-point walker friendly (i.e. a bunkhouse, camping or a ‘Pod’) and include catering (either for purchase of self-catered), showers, drying facilities, maps and other information provision. • Strengthen the marketing and promotional campaigns associated with the Slieve Felim Way, Forest Walks and National Looped Walks, with shorter trails potentially being themed (e.g. wildlife/nature/historical personality trails) to provide a ‘purpose’ for walking the trails. • Create either a physical link or, if not possible, a thematic link between the Trailheads and the local communities where a Trailhead starts outside of a town or village.
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• Explore the prospect of encouraging other forms of activity that complement the environmental setting: • Explore opportunities to establish family friendly (preferably off-road) cycling trails within Slieve Felim, following a similar path to the Forest Trails and National Looped Trails, and reaching key vantage points, features of interest and features for discovery. • Explore opportunities to establish a series of horse riding trails within Slieve Felim that ideally reach key vantage points, features of interest and features for discovery. • Once established, ensure that support services are available to suit the users needs. For cycling, this will mean creating a thematic link the cycling hubs of Nenagh and Limerick and a physical link with existing the cycling trails if possible. For horse riding, this will mean ensuring that horse-riding groups can easily access any trails in Slieve Felim. • Encourage new leisure, recreation and tourism products that directly complement the natural setting and natural heritage of Slieve Felim: • Utilise the inherent interest in wildlife conservation to establish conservation programmes for species such as the Hen Harrier, Red Grouse, Peregrine Falcon and others that could utilise volunteering and education groups to enact. • Encourage wildlife discovery and watching through the theming of trails and providing observation hides at strategic locations – i.e. where they provide good observation of wildlife but also where they can be managed against potential vandalism and misuse. • Encourage the creation of a Wilderness Survival Course utilising the forest settings of Slieve Felim. • Explore opportunities for health, wellness and relaxation products within the natural setting of Slieve Felim. • Subject to the above initiatives, look to badge these products as ‘ecotourism’ to ensure that visitors buy-in to the concept of them giving either their time or money to conservation programmes. • Ensure that the support network for visitors is sufficient to encourage visits, ensure longer durations of stay, and maximise the value of trips: • Ensure that existing visitor attractions, especially the McNamara Traditional Farm, are being utilised fully as a means of encouraging different types of visitors to Slieve Felim. • Ensure that accommodation providers and other local services are tailored to suit the needs of activity enthusiasts, with changing, drying and toilet facilities often being required. It is advised that this be provided by an existing business if at all possible to encourage economic exchange. • Ensure local communities, especially local providers who will serve visitors, are familiar with the key features of interest, the activities and the themes that are available across Slieve Felim to allow them to recommend a full package. This could be completed as a series of cross-community familiarisation trips. • Utilise the strong agricultural provision and the recently established Food Enterprise Centre at Rearcross to encourage local accommodation and catering enterprises to source produce locally. This could include creating a distinctive product or dish that evokes a sense of place, culture and hospitality.
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Delivery and Challenges
6.8 Delivering projects and initiatives to address the recommendations outlined above will require a co-operative approach. There will also be some challenges to address along the way. The following seeks to outline the delivery mechanisms and how to address these challenges.
Administration Co-operation
6.9 Geographically, the area of the SFMR can be easily defined within a single boundary covering the landscape character of this upland area. However, from an administrative perspective the area falls within the remit of County Limerick and North Tipperary County. The wider area also encompasses part of South Tipperary. Visitors to a destination do not understand local administration boundaries, yet different administrative approaches, and importantly the interpretation of planning policies, can have significant implications on the experiences visitors receive.
6.10 In order to address this issue, there will be a necessity for a more consistent and co-ordinated approach to planning and administration. The fact that this study has been commissioned as a joint project demonstrates that there is already a co-operative mentality. However, this will need to be formalised to ensure that a more homogenous approach can be subscribed to the area given its potential significance will transcend the administrative boundaries. The nature of this joint approach will need to be examined in more detail, however it is recommended that, as a minimum, a Slieve Felim Tourism Forum be established to create a mechanism for sharing ideas, identifying strategic projects, co-ordinating activities and creating unity across the different stakeholders.
6.11 As part of the consultation process, a meeting that involved the two Councils, Ballyhoura Development, North Tipperary LEADER, Shannon Development, Coillte and the Slieve Felim Co-operative Society was held to discuss the findings of this report. These stakeholders should form the basis of the forum.
Landownership and Access
6.12 As identified in Section 2, the landownership generally consists of small agricultural holdings interspersed with both large and small parcels of woodland areas planted by Coillte. The analysis in section 4 demonstrates the significant potential that the SFMR has in terms of other activity markets. Without the co-operation of landowners, especially Coillte as one of the main landowners that already has a policy of access, this promise will not be fulfilled. The presence of Coillte is certainly a positive in terms of creating public access to the countryside. In this respect, Coillte’s development strategies toward different outdoor recreation will certainly help guide future development opportunities in the SFMR.
6.13 The consultation process has suggested that landowner/access issue will need to be carefully considered. Although there is evidence within the area of the community working with landowners to gain permission for access, the concerns over insurance, potential damage to property, and (in the case of farmers) disturbance of livestock mean that, currently, these are the exceptions rather than the rule. The future of the Walks Scheme is therefore a further issue that could have implications for future development of the SFMR.
Community Involvement
6.14 A consistent message received through the consultation process is that community involvement is required in terms of project identification and delivery. Indeed, there is evidence that the principal communities of Murroe, Newport, Silvermines, Upperchurch and Cappamore are
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already moving in this direction. However, there is also an acknowledgment that different communities may not have the ability to lead and deliver complex leisure and tourism projects on their own and that stakeholder support would be required.
6.15 It is also important that the activities of these communities be co-ordinated to help present the SFMR. At present, it appears that existing community groups are very much focussed on their immediate locality. Whilst this is to be expected, it means that the communities lack a co- ordinated approach for the SFMR from central voice that would be able to present a broader strategic assessment of any initiatives being undertaken. An example of this is in relation to the various festivals, especially walking, that ideally need to be encompassed within an SFMR branding.
6.16 The Slieve Felim Co-operative Society, which still exists and presides over the Food Enterprise Centre at Rearcross, could once again be given a greater remit in terms of the marketing and promotion of the SFMR. However, agency support will be needed to provide confidence amongst the local community and enterprises that there is a long-term commitment to a realistic and robust plan.
6.17 One of the more immediate initiatives that would engage community and business leaders more fully would be to create greater linkages between Trailheads for the walks and the principal settlements as a means of encouraging economic exchange. Creating direct linkages, which would normally be the preference, may not be viable in all cases, and particularly in the absence of the Walks Scheme. However, this should be reviewed should the opportunity arise. Nevertheless, information provision and marketing messages need to ensure that the services and amenities in the nearby towns and villages are highlighted, with special promotions to be used to encourage stops by walkers and encourage economic exchange.
6.18 Some elements of ‘welcome’ packages could also be integrated to support activity enthusiasts. The result would be to encourage community members and local businesses to engage with and support visitor activity by helping them to understand the different activities and experiences that can be enjoyed across the area. For this to succeed, it is first important that each community is given a familiarisation tour of the area, not only of their immediate surroundings but also for the whole of the SFMR. This should be undertaken as a priority. It should also be used a means of promoting the Society and the opportunities identified to entice entrepreneurial spirit.
Marketing and Promotion
6.19 The SFMR area will require a sustained marketing and promotion campaign. The Slieve Felim Co-operative Society has preformed this function in the past and it is advised that they take a lead role once more.
6.20 Although the Society’s emphasis has changed over recent years, it still retains aspirations towards developing and promoting tourism in the area, as it believes the tourism potential remains untapped. As an organisation with a history of promoting the area as a whole, the Society could once again be encouraged to undertake marketing activity. However, agency support will certainly be needed to help entrench the image and identify for the SFMR as a ‘destination’ for leisure, recreation and tourism pursuits. Ballyhoura Development, North Tipperary LEADER, Shannon Development and Fáilte Ireland are each in a position to provide this support.
6.21 Key messages need to focus on the upland character of the SFMR and the extensive panoramas that are afforded atop Keeper Hill, Silvermines Mountain, and Mauher Mountain for example. For activity enthusiasts in particular, these messages will provide a focal point from
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which to encourage them to explore the area, linked to their preferred pursuit of walking, cycling or horse riding. For wildlife enthusiasts, conservation enthusiasts and ecotourists, bringing greater attention to the elements that make the area special, the conservation activity that is being undertaken, and how they may be able to contribute will be key. For family groups, it will be the ability to spend quality time together discovering interesting aspects of the area, including Traditional Farming methods, inc comfort and safety.
6.22 Supporting these key messages should be the fact that the SFMR contains welcoming communities and supporting amenities to meet their needs. To encourage longer stays, these services need to be appropriately packaged with some ‘suggested itineraries’ based on day, weekend and short-break visits. This need not exclude the potential to explore the wider area (see below), however the emphasis needs to be placed on the activities that SFMR has to offer first and then how they might extend their stay to enjoy other attractions and assets accessible from the SFMR as a base.
Wider Relationships
6.23 Increased sophistication and packaging of tourism destinations and experiences have significantly changed visitor expectations of any trips they undertake. Short duration stays tend to be focussed upon one destination, although the experience on offer tends to be the driving factor. In contrast, longer holidays have a greater propensity to be multi-faceted in terms of the activities undertaken and multi-zonal in terms of the bases visitors utilise.
6.24 In this context, destinations within one region, in this case the Shannon Region, can often draw upon the combined strengths of different landscape characters in order to encourage longer durations of stay amongst visitors and greater economic impacts as a result. As SFMR develops as a visitor destination, there will be greater potential to link packages to visitors attracted to Limerick, Lough Derg and even the Ballyhoura Mountains. This could even be extended to include the Galtee Mountains and Slieve Bloom Mountains. In this respect, the SFMR will complement these other destinations. In particular, those visiting Lough Derg could be encouraged to utilise the vantage points of the SFMR to discover panorama views of the Lough Derg and vice versa.
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