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March 2014 Concept Development and Feasibility Study – Munster Peaks (Working Title) Prepared on behalf of This project was funded under the Tourism Measure of the Rural Development Programme for Ireland 2007-2013. Concept Development and Feasibility Study – Munster Peaks (Working Title) Concept Development and Feasibility Study – Munster Peaks (Working Title) Munster Peaks - Project Steering Group Gary Breen, Fáilte Ireland Niamh Budds, Waterford Leader Partnership Isabel Cambie, South Tipperary Development Company Sinead Carr, South Tipperary County Council Padraig Casey, Ballyhoura Development Ltd Mary Houlihan, Waterford County Council Tony Musiol, South Tipperary Tourism Company Marie Phelan, South Tipperary County Council Fergal Somers, Ballyhoura Failte Don Tuohy, Waterford County Council Eimear Whittle, Fáilte Ireland Concept Development and Feasibility Study – Munster Peaks (Working Title) Page Page CONTENTS Headline Findings i Chapter Three: Product Audit and Situation Analysis 33 Chapter One: Introduction 1 3.1 Product Audit Methodology 33 1.1 Project Brief 1 3.2 Gateway and Access Points 33 1.2 TDI Approach to the Brief and Methodology 3 3.3 Public Transport Connections 34 1.3 Report Structure 4 3.4 Visitor Attraction Performance 36 3.5 Adventure Tourism 37 PART 1: Recreation and TOUrism ConteXT and 3.5.1 Hiking/Walking 37 ProdUct AUdit 6 3.5.2 Cycling 38 3.5.3 Angling 44 Chapter Two: Recreational and Tourism Product and 3.5.4 Kayaking/Canoeing 44 Demand 7 3.5.5 Sailing and Watersports 44 3.5.6 Orienteering/Hill-running 44 2.1 Study Area Overview 7 3.5.7 Equestrian 44 2.1.1 Location and Study Area Boundary 7 3.5.8 Bird-watching 45 2.1.2 L ocation and Study Area Boundary 7 3.5.9 Golf 45 2.1.3 Galtee Mountains Area 8 3.5.10 Para-gliding 45 2.1.4 Comeragh Mountains Area 8 3.5.11 Country Pursuits 45 2.1.5 Knockmealdowns Area 10 3.5.12 Rowing 45 2.1.6 Key Settlements 11 3.5.13 Quad-biking 45 3.5.14 Paintball 45 2.2 Tourism Overview 12 3.5.15 Rally Driving 45 2.2.1 Responsibility for Tourism Development 12 3.5.16 Roadbowling 45 2.2.2 Current Tourism Performance 12 3.5.17 Surfing 45 2.2.3 International Market Segmentation 3.5.18 Helicopter Lessons 46 Analysis 14 3.5.19 Multi-activity Providers 46 2.2.4 Domestic Market Analysis 21 2.2.5 Adventure Tourism 23 3.6 Built Heritage 46 3.6.1 Pre-Historic Structures 46 2.3 Recreation Overview - Domestic Participation 28 3.6.2 Medieval Structures 46 3.6.3 Later Structures 48 2.4 Mountain-based Tourism 30 2.4.1 Adventure Travel 30 2.4.2 The Growth of Mountain Tourism 30 2.4.3 Planning and Managing Mountain Tourism 30 Concept Development and Feasibility Study – Munster Peaks (Working Title) Page Page Page 3.7 Cultural Heritage 49 3.12 Product Audit and Situation Analysis 5.3 Development and Marketing Strategy 92 3.7.1 Heritage Centres 49 Summary 66 5.3.1 Key Hub Identification 92 3.7.2 Museums & Visitor Centres 49 3.12.1 Key Hub Identification 66 5.3.2 Destination Gateways 92 3.7.3 Theatres and Cinemas 50 3.12.2 Adventure Product 67 5.3.3 Get Out There Centres 93 3.7.4 Art Galleries 50 3.12.3 Built Heritage 69 3.7.5 Artisan Food & Drink 50 3.12.4 Cultural Heritage 69 5.4 Guidelines on use of the Great Southern 3.7.6 Artisan Craft Producers 50 3.12.5 Natural Heritage 70 Mountain Park brand 94 3.7.7 Traditional Sports 50 3.12.6 Accommodation 70 5.5 Key Objectives 95 3.7.8 Traditional Music & Dancing 51 3.7.9 Christian & Spiritual Centres 51 Chapter Four: Best Practice Case Studies 71 5.6 Key Components of the Strategy 96 3.7.10 Literature 51 5.6.1 Key Hub Identification 96 3.7.11 Language Schools 51 5.6.2 Destination Gateways 96 3.7.12 Festivals and Events 51 4.1 Key Findings and Conclusions 71 5.6.3 Get Out There Centres 97 3.7.13 Driving Tours 53 5.6.4 Adventure and Heritage Product 4.2 Mountain Rural Areas in the UK 72 Enhancement Programmes 97 3.8 Natural Heritage 54 4.2.1 The Lake District 72 5.6.5 Multi-themed Great Southern Mountain 3.8.1 Designated Sites 54 4.2.2 The Peak District 75 Park Driving Route 97 3.8.2 Forest Parks 54 4.2.3 Brecon Beacons National Park 80 3.8.3 Beaches 56 5.7 Market Targets and Tools 97 3.8.4 Natural Attractions 56 4.3 USA – Eastern South Carolina Heritage 5.7.1 . Target Market and Segments 97 3.8.5 Views 56 Region (ESCHR) 83 5.7.2 Information Dissemination Strategies and 3.8.6 Gardens 56 Tools 99 3.8.7 Visitor Farms 56 4.4 European Example of Local Authority Cooperation: Lake Võrtsjärv Foundation 85 5.8. Projected Growth Rates and Destination 3.9 Visitor Facilities 56 and Marketing Costs (5 Year Plan) 99 3.9.1 Accommodation 56 3.9.2 Pubs, Bars, Cafes & Restaurants 57 P ART 2: Vision, OpportUnities and 5.9 Great Southern Mountain Park Maps 100 3.9.3 Visitor Information Centres 57 Action Plan 88 Map 6: Destination Gateways 101 Map 7: Great Southern Mountain Park Way 102 3.10 Munster Peaks Maps 57 Chapter 5: Vision, Brand Proposition and Strategy 89 Map 8: Southern Mountain Park Touring Route 103 Map 1: Munster Peaks Context 58 Map 2: Munster Peaks Overview 59 Map 3: Primary and Secondary Study Area 60 5.1 The Imperatives 89 Chapter 6: Consumer Testing of Proposition and Risk Map 4: Mountain Areas 61 5.1.1 Market: Product Matching 89 Assessment 105 Map 5: Study Area Walking Routes and Hubs 62 5.1.2 Integrated Development and Marketing Approach 89 6.1 Structure of Validation Testing 105 3.11 SWOT Analysis 63 5.2 Product Development Vision and Strategy 90 6.2.2. Main Findings and Conclusions 106 Concept Development and Feasibility Study – Munster Peaks (Working Title) Page Page 6.2 ITOA (Incoming Tour Operators Association) APPENDICES 142 Survey 105 6.2.1. Background and Briefing 105 A1: Terms of Reference 143 6.3 International Adventure/Activity Tour A2: List of Plans, Other Documents and Operators 107 Websites Researched 147 6.3.1. Background and Briefing 107 6.3.2. Main Findings and Conclusions 107 A3: List of Consultation Undertaken 151 A4: Product Audit Detail 153 Chapter 7: Destination & Product Development Action Plan and Timeline 109 A5: Activity Operator Survey and Interviews with Visitors 167 7.1 Programme One: Destination Management 109 A6: Heritage Council Sample Maps 185 7.2 Programme Two: Recreation Opportunities A7: ITOA Survey 191 Enhancement 113 7.3 Programme Three: Heritage Product Enhancement 117 7.4 Programme Four: Access and Infrastructure 121 7.5 Programme Five: Marketing and Promotion 123 7.6 Programme Six: Collaboration and Linkages 129 7.7 Programme Seven: Community Involvement 131 7.8 Programme Eight: Training & Development 133 7.9 Programme Nine: Education & information 135 7.10 Programme Ten: Responsible Tourism 137 7.11 Programme Eleven: Flagship Project Identification 140 Concept Development and Feasibility Study – Munster Peaks (Working Title) Headline Findings 1 The concept of an integrated region offering an extensive range of high quality recreational activities; alongside a rich built and cultural heritage; with communities that welcome visitors warmly and serve them efficiently, meets strong support both among the stakeholders of the wider region and the international travel trade. 2 The Great Southern Mountain Park can be greater than the individual parts while boosting the existing specialisations in different parts of the region. Its creation will: • establish the identity of the study area as a distinctive, integrated, complementary set of tourist and recreational attractions and activities that represent a key component of the tourist product offering of the Southeastern part of Ireland, • help to position the area as a premier location in Ireland for walking, biking, equestrian, river-based and coastal outdoor recreational activities , • diversify the appeal and attractions of the area beyond outdoor activities, while not undermining its excellence as a leading destination for such activities, and, • enable the area to capitalise on its rich medieval heritage & outdoor activity opportunities through linkages with those in neighbouring counties, and 3 The process of establishing the Great Southern Mountain Park as a successful, sustainable destination will be a gradual process over several years requiring: • Strong leadership and a fully-representative development and management institutional body, • Coordinated, collaborative programme of actions in respect of the development of the necessary infrastructure, amenities and facilities, and products/experiences, • Marketing and promotion that is progressive in terms of intensity with claims in line with what the region is capable of delivering successfully in order not to create false expectations in the marketplace Concept Development and Feasibility Study – Munster Peaks (Working Title) i 1.1 Project Brief The Tender Document identifies the fact that the area continues CHAPTER ONE: to be presented and promoted based on county boundaries - Dungarvan and West Waterford (including the Comeraghs), the Knockmealdowns/ Galtees and Ballyhoura - by-and-large, as INTRODUCTION A public request for tender document (the Tender Document) standalone experiences within a portfolio of county offerings. specified the requirement for a Concept Development and Feasibility Study of a geographically contiguous area (to be Despite the available good infrastructure, services, heritage and referred to by the working title of Munster Peaks) comprising culture experiences these four mountain areas are currently the inland mountain ranges of Munster, namely the Comeraghs, perceived by the area’s stakeholders to be underperforming in Knockmealdowns, Galtees and Ballyhouras, divided by a set tourism terms.
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