The Power of Nature

THE POWER OF NATURE

Visitor Experience Development Plan 2020 - 2024 THE POWER OF NATURE

Visitor Experience Development Plan 2020 - 2024

Tipperary Local Community Development Committee (LCDC) is the managing body for the European Union Rural Development 2014 -2020 (LEADER) Programme in County Tipperary. This project has been co-funded under the EU Rural Development 2014 -2020 (LEADER) Programme implemented in County Tipperary by North Tipperary Development Company on behalf of the Tipperary LCDC.

Acknowledging the assistance of the EU and The European Agricultural Fund for Rural Development: Europe Investing in Rural Areas. Funded by the Irish Government under the National Development Plan 2014 -2020

‘The European Agricultural Fund for Rural Development: Europe investing in rural areas’. Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG - The Power of Nature Contributors

We would like to thank the very many Todd McNamara McNamara Cottages Peter Mitchell Catchments Scientist, The Local contributors, listed below, who gave Authority Waters programme generously of their time, expertise and Michael Molamphy Coolbawn Cross photography Contents Enda Mooney National Parks and Wildlife Service information. Terry Morgan Coolbawn Quay club, marina and spa Avril Murphy Aglish Residents Development The Visitor Experience Development Plan at a Glance �� 6 Committee Brian Beck Senior Planner, Tipperary County Council Luke Murtagh Tipperary Tourism The Story So Far �� 8 Colette Bouchier Visit Lorrha Dorrha Aislinn O’Brien SLR Teresa Browne Clareville House Lorraine O’Donnell Inland Fisheries Ireland 01 Introduction ...... 10 Paul Brooks Tuamgraney Development Association Roisin O’Grady Why a Visitor Experience Development Plan? �� 10 Cllr Pat Burke Clare County Council Council John Cahill Ballinderry Model Railway Eoin O’Hagan Lough Derg Boat Trips Where is it for? ��11 Cllr Ivan Canning Galway County Council Cillian O’Mara My Next Adventure Carole Clarke Wiliamstadt House self-catering Nora O’Meara Nenagh Heritage Centre Who is it for? ��11 John Coe Conwell South East Galway Historical Society Sean O’Meara Stonepark Caravan and Camping Derek Corbett Resident Marie Phelan Tipperary County Council Key local insights ��13 Geraldine Cronin Dromineer Literary Festival Marina Postir Dromineer Ceramics 02 Ambition ...... 14 Galway Community Archaeologist Trisha Purcell North Tipperary Development Partnership Maureen Curran Portumna Angling Festival John Rice Resident 03 Foundations ...... 16 Tony Dawson Fáilte Ireland Francis Robinson Irish Workhouse Centre Paul Dillon Pallas Karting Catherine Seale The place – our assets, our appeal ��16 Steve Dolan Portumna Chamber of Commerce South Roscommon Bernie Donnellan Galway County Council John Sheehy Resident Getting here and around ��21 Noel Enright O’Briensbridge Community Group Matt Shortt Local Authorities Water Programme Terry Fanning Pheonix Motorhome Club Ireland Bernard Giblin Derg Isle The enabling policies �� 22 Alan Farrell Galway County Council Claire Starr Aglish Residents Development 04 Market Asessment ...... 24 Patricia Farrell Wilde Irish Chocolates Committee Tony Flynn Consultant Travel, Tourism and Lily Sullivan Cloondavaun Bay Marina Volume and value of tourism ��24 Hospitality Industry Joan Tarmey Daithi de Forge Coillte Andree Walkin University of Limerick Activity Centre Future prospects – understanding our visitors and what they want �� 26 Anne Gernon Brocka on the Water restaurant Timmy Walsh Emerald Star Robert Gernon Brocka on the Water restaurant Aoife Whelan Spirit of Killaloe 05 Gearing Up ...... 32 Ailbhe Gerrard James Whelan Spirit of Killaloe Marie Gibbs Portumna Castle John N Whyte Mountshannon 06 Experience Development ...... 34 Lorraine Grainger LG Consult Killaloe/Ballina Destination Hub �� 37 Cllr Joe Hannigan Tipperary County Council Project Steering Group Patrick Harkin Waterways Ireland The Lough Derg Marketing Group Holy Island and Destination Villages ��40 Marie Hassan- Marie’s Paradise B&B Tony Dawson Fáilte Ireland O’Connor Paul Dillon Portumna Chamber of Commerce/Pallas Portumna Destination Hub ��43 James Heenan Chairman SCÉAL Karting Yvonne Hoary Galway Rural Development Bernie Donnellan Galway County Council Nenagh Gateway Town ��46 Sharon Lavin Waterways Ireland John Hogan The Lookout Building a great Slow Travel Network ��49 Simon Howe Eoin Little Lakeside Hotel Council Áine McCarthy Tipperary County Council Marketing and Communications �� 52 Roisin Keown Advertising Consultant Joe MacGrath Chief Executive, Tipperary County Barry Kiely Resident Council 07 Measuring Success ...... 54 Kerry Kissane Photographer Lough Derg Amanda Mooney Inland Fisheries Ireland Sharon Lavin Head of Marketing, Waterways Ireland Ruth Mulhern Tipperary County Council Useful Metrics��54 Deirdre Lewis SLR Marie Phelan Tipperary County Council Niamh Long Ireland by Appointment Trisha Purcell North Tipperary Development Company How we will gather the data ��56 Dan Lynch D Lynch and Sons Hardware Éanna Rowe Waterways Ireland 08 Action Plan Overview ...... 58 Molly Lynch O’Mara Mountshannon Joan Tarmey Noelle Lynskey Shorelines Arts Festival Mairead Tierney Paddy’s Bar/Riverrun Joe MacGrath Tipperary County Council Cathal Quinn Flanagan’s Bar and Restaurant/Ring of Gerard Madden Holy Island Tours Lough Derg APPENDICES ...... 59 Paddy Mathews Fáilte Ireland Arlene White Tourism East Clare Colin McCarthy Pheonix Motorhome Club Ireland APPENDIX A - A detailed analysis of the domestic Connected Families needs and wants ��60 Katrina McGirr Waterways Ireland Consultant team Mark McGovern Fáilte Ireland Louise Browne Louise Browne Associates Tom McKeogh Willowbrook B&B Deirdre Black Deirdre Black Associates Tricia McKeogh Willowbrook B&B

5 The Visitor Experience Destination Development

Development Plan at a Glance THE PLAN OF ACTION

The Place and The Opportunity AREA ACTION 1 AREA ACTION 2 AREA ACTION 3 AREA ACTION 4 Destination Destination The Visitor Destination Management Innovation Experience Marketing

Resource the Partnership; Provide a Great Visitor Killaloe/Ballina Develop a Distinctive Organise the stakeholder Welcome; Ensuring Destination Hub; A natural Digital presence; Update group and resource the a great welcome for playground with fresh and maintain a distinctive tourism role at Lough visitors across the whole perspectives on this iconic Lough Derg digital Derg. destination. Shannon crossing; the presence. perfect base to get active Consolidate the Enable a Choice of in nature. Ensure Cohesive Approach; Align with the Accommodation; Communication; Work Tourism Masterplan for THE PLACE THE OPPORTUNITY Support the development Inis Cealtra (Holy with national and local the Shannon and Ireland’s of a variety of unique Island) and Connected bodies to coordinate Hidden Heartlands (IHH). accommodation options Destination Villages; communication and to meet visitor needs. Explore Inis Cealtra, a ensure cohesive Coordinate Lake Wide 6th century holy island messaging. Initiatives; that deliver Facilitate Slow Travel; connected across lake a high quality visitor Our likely visitors; Make it easy for our waters to a necklace of Partnership; Support experience. Our Assets - the Our People and visitors to explore Lough historic lakeside villages marketing actions of Who they are: What they want: resource for tourism; Businesses; Derg sustainably by and harbours. tourism businesses. Measure Progress; Towns and Villages, local insights and the Connected Families easily accessible developing services along Measure performance Lake waters and type of tourism we Great Escapers experiences, active together, the slow travel network. Portumna Destination Be Market Ready; Work Lansdcape want Culturally Curious in nature; great local food; and remain responsive Hub; Uncover Irish history together to create and to emerging evidence Footloose Socialisers local stories well told through a connected promote market-ready on visitor behaviour and Enhance the visitor network of woodland, preferences. experience with high water and mountain trails, itineraries. quality, locally produced extending from Portumna’s The Enabling Context food on and around historic core to nearby Lough Derg. villages and monastic settlements.

Nenagh Gateway Town; SPREADING THE A bustling market town MESSAGE steeped in heritage, with a great reputation for Align communications food, compelling stories ENABLING TRENDS IN TOURISM ENABLING with motivations of the most and a great welcome to STRATEGIES; AND INVESTMENTS; likely market segments the Lough Derg region at FUTURE PROSPECTS; Nenagh’s Historic Quarter. Ireland’s Hidden Heartlands, The 2014-2017 Lough Derg Shannon Masterplan, County Authentic and personalised, Road Map projects, new Development Plans and County slow travel, activities in nature, projects underway e.g. Inis Tourism Strategies constructive tourism, well-being, Cealtra (Holy Island), Killaloe/ Action Delivery Ballina Enhancement Plan, distinctive towns and villages Destination Lough Derg & Lough Derg Networks Nenagh Historic Quarter, Beara Breifne Way

MONITORING & MEASURING OF IMPACTS LOUGH DERG - The Power of Nature I Visitor Experience Development Plan 2020 - 2024 Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG - The Power of Nature

The Story So Far

This Visitor Experience Development Plan continues the integrated approach to destination development forged by the 2014-2017 Lough Derg Road Map� The cross-agency approach to co-ordinated investment in the area has positioned the new Ireland’s Hidden Heartlands national brand experience� Ballycuggeran

The Lough Derg Marketing Group (LDMG) received the award for best ‘Local Authority Innovation’ at the Irish Tourism Industry Awards in 2017 for the coordinated approach to destination development across the Lough Derg region. This work has been funded by a stimulus fund from the Dept. of Transport, Tourism and Sport and investment from the agencies forming the LDMG. Work completed to date includes:

The Lough Derg canoe trail with new and Trails development; Killaloe-Ballycuggeran upgraded service blocks, improved egress and footpath, Tountinna amenity area, Millennium Co-ordination access points, map boards and storage racks – Cross 1 this project grew into the Lough Derg Blueway is key with broad trade engagement and detailed Floating jetty at Ballina providing enhanced and print/digital visitor information disabled access to the lake

Lakeshore amenity infrastructure; Connaught New website; www.discoverloughderg,ie Harbour, Castlelough and Ballycuggeran amenity areas, Ballina Lakeside park and (discoverloughderg) and twitter (@discoverlderg) Portumna Castle harbour including recreational Lake-wide trade familiarisation, training and vehicle spaces networking events Signage Strategy and implementation Marketing and promotion in conjunction with Lake wide branding alignment Fáilte Ireland, Tourism Ireland and Waterways Ireland A Feasibility study and masterplan for Portroe Lookout Discovery Point and connecting walks Imagery and video content creation

A Visitor Management and sustainable tourism Grant aid to Lough Derg tourism businesses development plan for Holy Island Lough Derg participation in an EU INTERREG Portumna Eco-tourism Destination Masterplan study

An Activity map, natural and cultural heritage The Taste of Lough Derg initiative with food trails and booklets events

1 All quotations are taken from the Portumna and Killaloe/Ballina Lough Derg Destination workshops undertaken in November 2018 Floating angling stands at Mota Quay

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Where is it for? 01 Introduction The Lower Shannon, incorporating Lough Derg, is The core focus of this Visitor Experience one of three “Discovery Zones” in the new Shannon Development Plan is Lough Derg itself - the waters, Tourism Masterplan. The Lough Derg region also Why a Visitor Experience islands, lakeshore and lakeside settlements. The includes the long distance Beara Breifne Way known domestically or internationally and that the success of the lake region, however, depends on which is one of Ireland’s Hidden Heartlands’ Development Plan? a connected network of visitor experiences across “transformational signature products of scale”. This a geography stretching from Limerick in the south strongly positions Lough Derg within a context of The Lough Derg region has a wide range The purpose of this Visitor Experience Development to Nenagh and Cloughjordan in the east, as far as and combination of natural assets, talented Plan is therefore to provide; Meelick and Banagher to the north and including distance trails and greenways connecting Lough people, agencies tasked with looking after East Clare and the Slieve Aughty mountains. a steer for experience development and Derg to the whole Shannon region. the place and businesses developing visitor investment based on geographically distinctive experiences� opportunities,

insights into the motivations of our most likely value and great work is already underway across visitors – what they need and want, a framework for curating clusters of experiences local people and for visitors. that will motivate prospective visitors,

The drive to reposition the Shannon Region in the a collaborative approach to spreading the word minds of prospective visitors through “Ireland’s about this great place, and Hidden Heartlands” has created an ideal ways of keeping track of progress its stall as a destination within this new experience brand. This Strategy sets out the overall approach to The region has been fully engaged with this a separate accompanying document sets out a detailed Action Plan. of a strategic alliance with its tourism partners. It is generally recognised, however, that the visitor

Who is it for? This Visitor Experience Development Plan shines a light on the work already underway to develop visitor experience, aligns it what needs to be done to meet the needs of current and future visitors.

It sets out the co-ordinated priorities for the Lough Derg Marketing Group members in their important roles as enablers of a growing visitor economy in the Lough Derg region

It will support people and businesses working together to develop visitor experiences in their area. University of Limerick Sport Adventure Centre

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How we developed the plan This plan was developed collaboratively by the members of the Lough Derg Marketing Group and region-wide stakeholders who participated in two workshops in November 2018 in Portumna

and Killaloe/Ballina and in follow up meetings and

conversations. The output of these workshops was A DESTINATION AND MARKETING PLAN

FOR LOUGH DERG 2019!2022 collated into Workshop Outcomes Reports which 24TH OCTOBER, 2018 were issued to all participants and form the basis of KILLALOE WORKSHOP OUTCOMES REPORT strategy development.

The Plan is rooted in the expertise and experience of people already working in the visitor economy in

the Lough Derg region, and the strategic priorities A DESTINATION AND MARKETING PLAN FOR LOUGH DERG 2019!2022 of the agencies tasked with looking after the place 25TH OCTOBER, 2018 PORTUMNA WORKSHOP OUTCOMES REPORT

and planning its future. COMMUNICATING WITH OUR VISITORS Key local insights M7/M6 – between these routes – branding of the Ideas for developing the destination were The comprehensive existing audits of heritage and natural assets provide a strong basis for discussed at the workshops and in follow on conversations with stakeholders, these are curating experiences for visitors, along trails, and within easily understood geographies Support for small villages to help with their Church island and Mountshannon summarised below: Branching out into the natural capital – under- Lakeshore forests in state ownership have a key The brand is there – focus has to be on the Shannon recorded heritage Take a hub and spoke role to play in deepening visitor experiences in key locations around the lake visitors a great place to stay with plenty to do be branded – an app to promote – a vast amount in nearby - creative curation of clusters of existing Digital is everything and business websites are experiences can bring quick results the shop window for the destination We need to make the experiences easy to FUNDING AND ENTERPRISE ! GEARING UP Blueway enterprise activation and support is consume crucial Look at the whole area, what do we have: need Government needs to be here The southern half of the lake is already well on correct funding Pick a few things and do them well the way to positioning itself as a key regional hub within Ireland’s Hidden Heartlands for high streamlined – funding in retrospect can be a Business rates – new Council approach in place - if We need to ensure visitors understand distances problem within the destination and the options for moving around the intricate land and water geography Developing Portumna as a destination town would be a game changer – its geography The current use of existing visitor infrastructure is positions it at the junction of the two strategic unbalanced spines of the Ireland’s Hidden Heartlands brand experience Rural depopulation is happening – particularly in the northern and north western areas The ongoing work to present Holy Island in new varying stages the whole central region of the lake on both of destination development the Clare and Tipperary sides if easy ways for There is still much scope for new businesses to visitors to cross the lake are progressed take advantage of the opportunities provided by The environment is the asset new infrastructure development

lake context are important – south to Limerick and north to Meelick and Clonmacnoise – with potential for developing experiences along the way which reveal the interaction of people and water through history such as the Pilgrimage journey and the harnessing of the river’s power at Ardnacrusha

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02 Ambition

We will invite our visitors to explore distinctive historic towns and villages at the heart of interconnected land and water trails making it easy for all to journey at their own pace on water, on foot and on two wheels to revitalise at our lakeshores, our spiritual islands and in our clear lake waters, taking in the fresh perspectives from our mountains and opportunities everywhere to enjoy the scenery on a plate.

We will develop I Industry: the Lough Derg V Ensuring that the Destination Lough Derg Destination across Plan delivers balanced and sustainable four areas of revenue and jobs growth with greater Sustainable Tourism, geographic and seasonal spread using the VICE model: C Community: Ensuring that the Destination Lough Derg E and contributes to a better place to live for everyone I C E Environment: Ensuring that the implementation of this Destination Lough Derg V Visitor: Strategy facilitates the protection and Ensuring that Lough Derg is compelling enhancement of the environment of Lough to our target market segments and that Derg and its environs as the fundamental Slow travel it becomes a distinctive and high quality asset that is the basis of tourism in the Prior to the advent of the modern transport visitor experience based around the region, in association with other key technology, the earliest forms of tourism were principles of slow travel stakeholders What we have here is amazing” slow. The pilgrimage routes, the Grand Tour, and similar romantic, cultural or religious journeys were antecedents of what we refer to now as Our key commercial targets 2 slow travel. This way of travelling includes active, Slow travel is about taking time to enjoy the sustainable and enjoyable ways of moving around journey and to engage authentically with the a destination, experiencing local food and drink, places and people en route. Environmental INCREASE INCREASE INCREASE INCREASE with real engagement with people and local culture concerns are core to some slow travellers and a key ingredient to be promoted if slow travel is to make Revenue from overseas Domestic bed nights Occupancy levels Visitor numbers to the en route. a meaningful contribution to reducing the carbon visitors into the to the destination by in the main hotels main attractions and 7. destination by and accomodation activity providers in Through slow travel, people seek an antidote to footprint of tourism providers the destination by a faster pace of life, prefer train, coach, cycle and particularly in on foot travel, and look for tourist experiences focusing on landscape, culture and interaction with the shoulder It’s about the encounter with people” 3% 3% season5 3% other tourists and the host community. By travelling YEAR ON YEAR3 YEAR ON YEAR4 YEAR ON YEAR6 slowly, people are not just choosing a mode of transport; they are also negotiating with place, the environment and their personal identity as a tourist.

2 Commercial targets are in line with the ambition for the overall Ireland’s Hidden Heartlands destination 3 data source: Fáilte Ireland’s Survey of Overseas Travellers 4 data source: main hotels in the destination 5 data source: key occupancy data from main hotels 7 JE Dickinson, L Lumsdon, D Robbins, 2011 Slow Travel; issues for tourism and climate change. Journal of Sustainable Tourism 19(3), 281-300 6 data source: visitor numbers from key attractions and activity providers

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03 Foundations Killaloe/Ballina Destination Hub The place – our assets, our appeal A natural playground with fresh The Lough Derg Marketing Group has focused on visitor to a large degree by the options available for co-ordinating destination development across moving around, for eating, drinking and sleeping. perspectives on this iconic Shannon the lake wide geography. This joined up approach crossing Detailed inventories have been prepared by the foundation for a new approach to growing the LDMG of the historic features, the stories, and the visitor economy which focuses on the distinctive rich natural diversity of the lake8. The Lough Derg Blueway and discoverloughderg.ie websites contain listings of attractions, and places to eat and stay9. This approach roots the plan in the authentic The next step in destination development is to bring experiences of places that is at the core of the what is distinctly Lough Derg to the forefront and slow travel approach and also acknowledges the coalesce these assets into cohesive geographies varying stages of destination development around that can be experienced by the visitor. the lake. From the visitors’ point of view, we can start to Places are formed by layers of history, seen and imagine Lough Derg as a place of four cohesive unseen, and are shaped by the people who call experience areas within the overall Lough Derg Visitors need to know it home. This sense of place is experienced by the Destination. the proximity of places to each other, a sense of destination”

County Galway County Tipperary

To Clonfert To Meelick, Banagher Clonmacnoise & Athlone “visitors need to know the Abbey Portumna Lorrha proximity of places to each

Carrigahorrig other, a sense of destination” Hill walking, Ballycuggeran Woodford Terryglass Clonmoylan Clonoon Ballingarry County Galway Balinderry County Clare Gorteeny This is a place where the mighty Shannon river the highest point in Co. Clare and trek back down Rossmore Kilgarvan rushes through the iconic 13 arched bridge again to safe water playgrounds at the UL Activity Borrisokane connecting the destination twin towns of Centre and Twomilegate. Coolbawn “encourage people Killaloe and Ballina. There are unique views and Whitegate perspectives from the town streets, and the This is the ideal starting point to hire boats and Williamstown Puckaun Ardcroney Cloughjordan to stay in an area – Mountshannon Dromman legacy of Brian Ború is widely visible in the town Dromineer clustering” and experienced through the mythology of the Scarriff Holy Island To Cork surrounding landscape. method on this stretch of water. Twomilegate has Tuamgraney Garrykennedy Castlelough Newtown Bodyke Ogonnelloe Portroe M7 It is a place where visitors can stay in hotels by Nenagh the water or berth at the marinas, follow the Work under way will free up the twin towns from M7 ULAC Lough Derg Blueway canoe trails and enjoy year Ballycuggaran round angling and water sports. Activities can be of the iconic river crossing point. New projects “hubs around the lake” experienced at your own pace – gentle or high- are planned to connect the towns to Limerick via To Tulla Killaloe / Ballina energy, catering to all ages. The towns have short a greenway passing by the industrial marvel of and long looped lakeshore and mountain walks Ardnacrusha.

Birdhill on their doorstep. There are options to combine

M7 Parteen Weir walking, kayaking, road cycling and boat trips - Bridgetown Potential greenway from Scarriff to Limerick O’Briensbridge potentially taking in the high point of Tountinna, Ardnacrusha To Limerick 8 Lough Derg on the Shannon Nature Trail, Lough Derg on the Shannon Castleconnell “the hill of the waves”, Portroe lookout, the Lough Cultural Heritage Trail, Tipperary, Clare and Galway County Council, the Millennium Cross /Tountinna – an hour Heritage Council of Ireland, Fáilte Ireland Derg Way, the Nenagh cycle network, Castlelough County Tipperary County Clare M7 9 See www.bluewaysireland/destinations/loughderg.ie and www. County Limerick forest on the shoreline and long or short canoe County Limerick discoverloughderg.ie” trails. To the east, the hiker can explore Moylussa,

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Holy Island and connected Portumna Destination Hub Forest bathing and wild swimming at the destination villages Port of the Oaks, the splendour and tragedy Journeys across lake waters to refresh, of Ireland’s lived history at the junction of revitalise and renew historic land and water routes

We need Holy Island is not enough to to come keep people here – things together” need to be linked”

Inis Cealtra / Holy Island Portumna Abbey

This middle part of the lake is connected by Portumna is a deeply historic town on the edge of water rather than land routes and has the Lough Derg close to forests and mountains and The town needs to drive it” highest concentration of lakeshore settlements; with visitor attractions and places that lay bare the splendour and tragedy of lived Irish history. This is Tuamgraney – a legacy of the historic importance most starkly experienced at the Irish Workhouse of the Shannon navigation as the key transport Centre and Portumna Castle. The surrounding artery of the area. Holy Island and Mountshannon landscapes are formed by oak, stone and water and Portuma is the starting point for longer river that visitor access to the island is managed and land journeys along the Shannon and the sensitively into the future. Beara Breifne Way.

Here you can follow ancient spiritual routes across the lake connecting lakeshore villages and and across the lake, and there is a strong angling harbours historically linked with the productive culture. Portumna Forest Park provides easy cycles An Sibín horse riding centre lands on shore, shop for warm rugs and meet the through the trees. Nearby villages have spiritual weavers, explore shoreline, river and islands by stories to tell – Abbey, Lorrha, Woodford – and canoe, eat the scenery, join food, art and craft there are boat trips to the leafy lakeside village of classes and workshops and do yoga by the water. Terryglass. The Slieve Aughtys are really April to mid-June and there are opportunities for important” anglers to day trip from one side of the lake to and Trout trolling with excellent facilities and boat the other. Fishing boats can be launched from hire available. There is an abundant availability of lakeshore villages universal access for all anglers. coarse angling stands along excellent waters.

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Nenagh Gateway Town Getting here and around Our visitors also access Lough Derg by water along the Shannon navigation – many starting their A bustling market town, steeped in heritage, Shannon journey by hiring a cruiser at Portumna How close are places to each other?” or Banagher. Hiring a cruiser is also a good way to with a great reputation for food and new explore the angling potential of the lake. stories to tell More of our visitors will be arriving to Lough Derg Lough Derg is easily accessed by motorway, on foot or by bike as the current network of long national and local roads – but also easily passed distance way-marked ways develops, and as by as visitors are drawn along the motorway greenway links with Limerick progress. network to locations further west. Lough Derg signage has been installed at key locations on The Lough Derg Blueway canoe trails developed motorways - the challenge is to develop visitor or combining canoe, walking and cycling as ways appeal to disrupt current visitor movement to move around the destination if the supporting westwards. visitor services can be developed. Current visitor movement patterns mean that some of the The historic train stations at Nenagh, Birdhill and infrastructure developed over recent years is well Limerick are key sustainable transport assets for the used, while other areas, particularly on the northern region and the option to journey by train is appealing and north eastern part of the lake are less used. to visitors engaging in slow travel. Arriving by train the history of the former rail connections with Killaloe/ Ballina. Nenagh and Limerick are also well served by It’s quite a dispersed experience” national bus services.

Nenagh’s Historic Quarter

Nenagh is strategically placed to both act as a The town’s strong food culture, accommodation, destination in its own right and as a gateway to cycle network, walking links along the Nenagh River the Lough Derg region. Key rail, bus and motorway for the Historic Quarter, give the town a core role in the Lough Derg region for many visitors. the development of the broader destination.

Nenagh River Mountshannon

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The enabling policies National Strategy for recreation on waterways Coillte Nature “explore the green heartlands of Ireland’s The LDMG member agencies have progressed The integrated and collaborative Blueway approach natural rural beauty where activity and the development of the destination by working underpins Waterways Ireland’s investment in venture, Coillte Nature, which sets out to protect relaxation are centred around rural together to align their internal priorities and recreation along the waterways. Lough Derg’s sections of its estate for biodiversity and recreation. communities and their lifestyles, that can be policies. There is now an opportunity to widen this Blueway was launched in 2018. Further Blueway discovered across a lattice work of land and “whole place” approach to enabling destination developments are being considered by Waterways European Water and Agricultural Policy water trails showcased by the iconic River development and for Lough Derg to take Ireland at Lough Derg: a Killaloe walkway, an As EU agricultural policy changes after 2020, Shannon and the Beara Breifne Way�” advantage of new national tourism policy. O’Briensbridge and Errinagh Canal Canoe Trail and direct payments will be conditional on enhanced a Blueway link from Connacht Harbour to Portumna environmental and climate requirements. The Castle. The policy landscape enabling visitor European Water Framework Directive requires The Shannon – A Tourism Masterplan (2020-2030) Ireland to demonstrate improvements in the quality experience development This Lough Derg Visitor Experience Development Plan has been developed in parallel with the Fáilte catchment management. Local Authority Policies Ireland Shannon Tourism Masterplan. for Tourism, Infrastructure, Local Authority Policies Ireland’s Hidden Heartlands The Shannon Tourism Masterplan is an overarching spatial planning and environmental protection “unitary framework” and is based on three broad include: National tourism policy is focused on a better themes: regional spread of visitors. International visitors are The County Tourism Strategies of Counties The Shannon, Mighty River of Ireland 10 11 12 13 focused at the moment on key areas in Ireland’s Tipperary , Clare , Galway and Limerick 16 east, west and south . The Natural, Timeless Shannon The policies for towns and villages in the Lough Shannon Journeys and Adventures Derg region14 15 Lough Derg is geographically well positioned to step up to this national challenge due to its proximity to County Council sustainable mobility policies high volume areas, its location in relation to key visitor Beara Breifne Way A Blueway Management and Development Guide routes and the investment in infrastructure carried The Beara Breifne Way runs through the Lough Derg realm improvements in towns This guide has been prepared for the development, out over the lifetime of the previous Roadmap. region taking in Cloughjordan, Ballingarry, Lorrha management and promotion of Blueways. The and Portumna. This long distance walking route is related Accreditation Criteria for Blueways on planned to be one of Ireland’s Hidden Heartlands’ Donegal the Island of Ireland combines a visitor-focused Letterkenny “transformational signature products of scale”. 10 The Tipperary Tourism Development Strategy 2016-2021 Belfast Donegal approach with fundamental safety, technical, Sligo Terryglass, Dromineer, Borrisokane and Ballina as Towns/ access and environmental components. Sligo Fáilte Ireland aim to work with communities along villages with “strategic potential” and Birdhill, Cloughjordan, Mayo Westport the route to develop the trail into an internationally Lorrha, Portroe and Ballingarry as towns/villages with “potential Clifden Athlone IWAI Tranquility Zones Galway Dublin Galway Dublin motivating and compelling visitor experience and Wicklow 11 Clare County Council is undertaking a tourism planning process Clare Ennis Limerick Kilkenny to maximise the economic potential of the Beara that will result in a ten-year Tourism Strategy for the County. The Inland Waterways Association of Ireland Kilkenny Tralee Wexford Breifne Way to towns, villages and communities. The Audit and assessment of tourism product and operators. (IWAI) Tranquillity Special Interest Group has been Dingle Killarney Waterford Kerry Kenmare Waterford Cork An audit of the trail route and visitor facilities has In the East Clare area, W2 Consulting, recommends a focus working on the concept of “Tranquillity Zones” to on Activity tourism in East Clare. Clare County Council are Cork been prepared and will identify all remedial works provide opportunities for boaters to experience and upgrades of the trail required to bring it up to attraction. the tranquillity of the waterway whilst having Greatest volume of visitor Greatest concentrations of movements around Ireland visitors in Ireland National Waymarked Way standards17. 12 In 2016 Galway County Council launched a consultation the facilities of a town or village accessible by process on tourism strategy to 2025. dinghy. Referred to as tranquil-lite moorings they How international visitors move around Ireland The ongoing focus will be on enabling communities 13 The Limerick Tourism Development Strategy 2019-2023 “Into the are located close to the towns and villages along Blue” theme includes the Limerick to Lough Derg journey as an the waterway. Pilot ‘tranquil’ locations have been “iconic itinerary on water” highlighting key cultural and natural strengthening linkages to key visitor attractions, heritage sites along the way and the ambition to develop a historic sites and activity locations within a 5km Blueway in collaboration with Waterways Ireland and Clare The IWAI plan to publish a guide displaying tranquil County Council. corridor of the trail. locations and tranquil-lite sites along the Shannon 14 Portumna is a key town in the Galway County Development Waterway. Plan. Portumna Forest Park’s ”unique landscape and Other national Tourism Strategies such as the Food and Drink Strategy 2018-2022 are also supportive of economic opportunity for Galway. The County Development National Outdoor Recreation Policy Plan sets out a commitment to develop tourism in East Galway. The new national experience brand - ‘Ireland’s the Lough Derg region’s development as a destination. The Irish Workhouse Centre, Portumna Castle and Hymany Way The Outdoor Recreation Plan for Public Lands 2017 Hidden Heartlands” - seeks to reposition the are acknowledged as key tourism assets for the region. The – 2021 enables collaborative inter-agency working implementation of a cycling and walking strategy for Portumna Shannon region and communicate the variety and National Climate Action Plan 2019 and Local to progress outdoor recreation on state lands. The is supported. vibrancy of the region’s attractions to a growing Adaptation Strategies 15 It is a Tipperary County Council objective to promote Nenagh Strategy for the Future Development of National number of potential visitors in key target markets. as a hub for walking, cycling and water based tourism activities The National Climate Action Plan includes actions and to continue to improve the infrastructure within the town to cater for these activities. promoted nationally as a place where you can; to develop new rural transport strategies and targets for modal shift and emissions reductions, greater public access to forests and technical 16 Data source: Failte Ireland

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Popularity of visitor attractions in the Lough Derg 04 Market Asessment Fáilte Ireland currently complete visitor numbers for the following attractions;

Table 4: Visitor Attractions in the Ireland’s Hidden Heartlands Lough Derg Region: Numbers Volume and value of tourism Regional Performance Visitor Attraction No of Visitors Per Year Overseas tourist visits to Ireland in 2017 grew by TIPPERARY 3.2% to 9.0 million. Overseas tourists from Great for the Lough Derg area, it is possible to paint a 2016 2017 2018 Britain fell by 5.1%, while other markets continued picture of the performance of the wider area within Nenagh Heritage Centre 2,664 2,468 2,531 to grow. Mainland Europe recorded growth of which it sits. This area includes counties Tipperary, Nenagh Genealogy Centre 795 908 979 5%. North America also performed very strongly, Clare, and Galway. increasing by 16.1%. The long-haul markets also Nenagh Castle 11,852 18,797 13,373 increased by 14.2% in 2017. Table 3: Regional Performance: 201720 CLARE 2017 Overseas Overseas Domestic Dometic Irish Seed Savers Association 4,800 Great Britain remains the Republic of Ireland’s Tourists Tourism Tourists Tourism GALWAY biggest source market for overseas tourists, (000s) Revenue (000s) Revenue representing 38.1% of all such visits (and 21.3% of Portumna Castle 14,093 15,665 20,458 (€m) (€m) spending by overseas tourists). The next biggest Irish Workhouse Centre 6,386 8,350 11,500 source market is Mainland Europe, which accounts Tipperary 192 88 496 92 for 36.1% of international volume. Some 19.0% of Clare 749 158 362 86 overseas tourists come from North America. The Accommodation balance, 6.7%, comes from other long-haul markets. Galway 1,673 589 1,024 247 The total bed spaces in approved premises is 18 TABLE 1: Tourism Numbers 2014 – 2018 In terms of the source markets for tourism to the estimated 64 accommodation establishments within therefore 1,799 with the majority of these self- the immediate Lough Derg area, the majority of Numbers 2014 2015 2016 2017 2018 includes North Tipperary, Clare and Limerick which were small scale B&Bs and self-catering units. not include businesses not registered with Fáilte (000s) indicates that in 2017, 34% of overseas tourists Ireland, berthing spaces or AirBnB properties, many Total 3,596 4,265 4,638 4,923 5,217 came from Mainland Europe; 33% from North At the moment, large hotels are located in Killaloe/ Overseas America; 25% from Great Britain and 8% from long Ballina and Nenagh, and beyond these towns, properties close to the water. haul markets. 54% of overseas holiday makers to Domestic 1,713 1,725 1,797 1,879 2,006 this region were over 45 years of age; 50% travelled across the destination including country houses, Opportunities exist to provide more by way of Trips as part of a couple and 60% were classed as glamping, holiday homes, rental homes, AirBnB white-collar workers. accommodation, marinas, B&Bs and an Aire de active days and cozy evenings. Activity friendly Service for recreational vehicles. accommodation will be important for destination In terms of their travel arrangements, 86% arrived development including rentals that include bikes or In 2018, out-of-state tourist expenditure amounted to by air; 66% travelled independently and 66% used boats. €5.6 billion. This represented a growth of 6% on 2017. a car to get around. For 70% of these visitors, this accommodation data available for the Lough Combining spending by international tourists with the Derg area (extending from Portumna to the Slieve The feasibility of low impact accommodation money spent by Irish residents taking trips here and stayed in hotels and the average length of stay Aughtys to O’Briensbridge and Nenagh) is set out options in some lakeside forests close to settlements receipts paid to Irish carriers by foreign visitors, total was 2.7 nights. Closer to home, trips from residents below: can be explored. tourism expenditure in 2018 was estimated to be €9.4 in Northern Ireland to this region amounted to billion representing 3.7% of Gross National Product in 31,000 with an associated spend of €15m. Several towns and villages – particularly the Type of Premises Bed Spaces handsome towns of Portumna and Borrisokane - revenue terms. An estimate of all jobs in the tourism Accomodation and hospitality industry based on past Fáilte Ireland Waterways Ireland Visitor data have the potential to support pilot “scattered hotel” Hotels 5 504 projects as outlined in the Fáilte Ireland Destination surveys of businesses (full-time, part-time, seasonal/ Waterways Ireland research carried out in the Towns Guidelines. This innovative concept Summer of 2017 found that the average local Bed and 18 167 that total employment in the sector in 2018 was spend per visitor per trip to a waterway was; Breakfasts approximately 260,000. underused or vacant buildings, providing authentic Self-Catering 14 761 experiences and direct local economic gain - see 19 TABLE 2: Tourism Revenue 2014 - 2018 Domestic: €137.80 pg 31 for details. Fáilte Ireland 4 97 Revenue 2014 2015 2016 2017 2018 Overseas: €576.30 Welcome (€m) Standard 21 18 Source: Fáilte Ireland Caravan and 1 270 Total 7,105 8,036 8,742 9,0 2 3 9,607 19 Source: Fáilte Ireland Overseas 20 Overseas visitors and associated revenue data is derived from Camping Fáilte Ireland’s Survey of Overseas Travellers (SOT), which conducts Total 42 1,799 21 A quality assurance standard for innovative and quirky Domestic 8,991 9,125 9,359 9,626 10,919 10,000 interviews with departing overseas tourists at major air and tourism accommodation businesses Trips

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Future prospects – Domestic Visitors We need to develop supportive understanding our visitors Connected families, multi-generational and what they want services – hold people to the lake” This segment accounts for 23% of the domestic Key trends in consumer preferences market. Groups are multi-generational. They are Our visitors are looking for experiences that are made up of parents in their thirties and early forties Visitors are increasingly seeking authentic and tailored to their own motivations. Motivating and children generally under the age of ten. personalised travel experiences experiences are ones that will resonate with the For Connected Families, family holidays are the audiences we are seeking to attract. They will best weeks of the year and a special opportunity Visitors are increasingly looking to experience a elevate the core and authentic strengths of the to spend quality time together, creating memories local’s way of life and to seek more well-rounded destination. to last a lifetime. They put their heart into planning views of the places they encounter Larkin’s Bar and Travellers are demanding more information, They are seeking inspiration from how other Restaurant, control, interaction and personalisation and all the activities available that can be shared Garrykennedy perceptions with content accessed across a range by adults and children together. For them it is not Visitors are beginning to imbue their downtime about having a plan for every day rather knowing of sources including from other travellers telling their Footloose socialisers, Generation X with constructive activity and meaning centred own stories. that there are lots of ‘things to do together’ nearby around acquiring new skills and knowledge – this and making sure their accommodation and Footloose Socialisers make up 15% of the domestic is known as Constructive Tourism facilities really suit their needs. We need to match visitor motivation with market. On average in their late forties and well experience development. The concept of wellbeing has evolved to educated, they are made up of groups of friends What they want become a mainstream consideration in response that enjoy getting away and spending quality time Tourism Ireland and Fáilte Ireland will continue to to unprecedented levels of sedentary behaviour together. target Ireland’s key ‘culturally curious’ audience, On average, family breaks tend to last between - stress relief is found in physical activity and four and seven days and they are most likely to mindfulness who have the strongest propensity to visit the What they want island of Ireland. They will also reach out to the stay in hotels or holiday homes. The consumer desire for a digital detox is ‘social energiser’ and ‘great escaper’ audiences in These families are looking for opportunities to Being with like-minded people, whether they’re growing. With strong ties to health and wellbeing spend time together through shared experiences old friends or new acquaintances but serious challenges to control, two trends are Ireland will also target niche segments – including - it’s less about the place and more about the emerging; The Power of Quiet – the wish to go golfers, business and incentive visitors, as well as the way they connect. diaspora in Britain, North America and Australia. to keep in contact / document their experience Parents want to make the most of the get under the skin of a place. whilst enjoying downtime opportunity to really ‘be’ with their children To enjoy good food and drink and get into the and love to see them do and enjoy the same At present, Ireland’s Hidden Heartlands history and culture of the place they are visiting. simple things they did when they were children has a 2% share of overseas visitors Key markets for Lough Derg themselves. and a 3% share of domestic visitors. Getting basic things right such as providing The domestic tourism market sustains a level The overall growth target for Ireland’s of investment in tourism product that is of opportunities to sit outside and look at water Hidden Heartlands is 3% year on year, and easy ways to be together in nature are destination, and domestic demand also maintains important. sector revenue during non-peak periods. investment in the region. The family audience is a highly consumerist market and as such it’s used to being able to While the size of the domestic market suggests and sustaining domestic tourism, the potential They want easily consumable experiences within for further growth is more limited when compared with international demand. This domestic market was the main priority in Fáilte Ireland’s marketing Good food, and good food choices for their campaigns in 2019 thereby creating awareness children are becoming increasingly important. among the domestic audience. However, the sector’s best prospects for growth are in generating More detail on this market and how Lough Derg increased levels of overseas revenue. can provide what they are looking for is set out in Appendix A. The focus of this strategy is to gradually increase the contribution of markets other than the domestic – in order of importance; visitors from Mainland Europe, North America and Great Britain which currently represent some 34%, 33% and 25% respectively of visitors to the wider region. The Lookout, Portroe

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Overseas Visitors Culturally Curious, Baby Boomers Great Escapers, Millennials, Generation Y The Culturally Curious, Baby Boomers market is also relevant to Lough Derg: They’re interested in Generally couples, about 30 years old, some have babies or quite young children. Most are in serious authentic. They won’t choose to visit a place just to need of time out from busy lives and careers. They follow the herd. They are three times more likely to take long breaks than average, but they also take travel very much as a couple or family. more short breaks than average, both at home and overseas. They are unlikely to return for a while unless a destination is truly diverse, preferring to move on to new discoveries. Across all key overseas markets - Britain, France, Germany and the US – prospective visitors are consistent in their top three “things to do” in Ireland - visit a nature reserve/national park, go on walks (up to 5km/3 miles), take a boat trip. The appeal of water is particularly strong What they want for French visitors, they enjoy gentle activities as a means to Great Escapers are on holiday for a break, to get enjoy the scenery and connect physical with nature, and to reconnect with their What they want partner. with nature. Our visitors from This is their own exploration and they really want They are more likely to take part in slightly more Germany are more interested to cover everything strenuous, but not extreme, exploration on foot, than other countries in cycling by bike or by boat and are more interested than They want activities, not just relaxation other segments in getting connected to nature and getting active in nature. to feel the earth beneath their feet, to soak up They expect hassle free, convenient experiences, the beauty especially the more remote and safety, cleanliness, value exciting places. Mountshannon They appreciate peace and quiet between ways of getting real insight activities. They are looking to encounter new places and

experiences that are out of the ordinary A sense of history, of their place in the vastness Waterways Ireland visitor surveys of nature – they want to feel part of it. They like to feel that they have not only Waterways Ireland carries out annual visitor surveys Walking is by far the most popular activity But it’s important that getting away from it all broadened their mind but also immersed - the 2017 results provide insights into the people conducted on the waterways, with 42% of is easy enough – they want the ‘wow’ factor themselves in a place, giving their senses a who come to Lough Derg to enjoy being on or near all users claiming to walk regularly along the holiday too – the sights, the sounds, the smells, the tastes… the water. waterway. Walking is followed by boating They enjoy self-guided food and foraging walks (private cruiser/barge and boat trip) and and trails that are linked to landscape, producer They enjoy connecting with nature and getting angling. The average visitor group consists of 2 adults experiences such as farm visits, visiting specialist and 1 child. Some activities are more popular than others on food shops, bakeries, high quality food trucks They like people to show an interest and educate and markets. Almost 1 in 5 waterways users are overseas them – to feel they’ve connected. barge is more popular on the Shannon than on visitors, half (49%) are domestic and 1 in 3 (34%) Most importantly, Great Escapers want to come other waterways They really appreciate personal guides are local visitors. home refreshed and revitalised, their batteries There is a growing trend in the domestic market recharged. Most likely to stay in a hotel, self-catering Overseas visitors spend the most time on the for cruising accommodation or a B&B as long as there’s a lot waterways per visit as they spend an average of to see. 4 days, out of an average 13 day visit to Ireland, on the waterways. They will usually choose somewhere with access to scenery and good walks

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Food Tourism Angling Tourism What tourists are looking for in our towns

‘Food tourism’ is not only a niche opportunity for There are over 400,000 recreational anglers Generally, the factors that make a town a quality place for residents are also what makes it a good place for in Ireland contributing €800m per annum tourists. Focusing on improving the visitor experience in towns also provides the opportunity to draw on existing funding streams such as the Rural Regeneration and Development Fund. for the Lough Derg area. Artisan foods in to local communities and supporting 11,000 particular present opportunities to showcase local jobs22� ingredients and specialties. Fáilte Ireland have The key towns in the Lough Derg region; Killaloe/Ballina, Portumna and Nenagh will be developed in line with responded to the opportunity to increase food the Destination Town guidelines produced by Fáilte Ireland. These factors are well-established on the urban tourism through the Taste of Ireland initiative. The and social agenda for Local Authorities and include: focus of this initiative is on meeting producers, attending food and drink festivals, participation in Research24 has shown that Strong see farmers working, and enjoy the best of modern character Rich Diversity holiday makers visiting Irish cuisine. Industry supports are available through & sense of of functions towns in Ireland want to; place and activites Fáilte Ireland’s “Taste the Island” workshops. Lough Adaptable urban structure Derg will focus on food tourism experiences that access nature close to urban to accommodate longer term centres as a means of getting the Coherent, changes Well- best of urban and rural, legible and connected attractive network of explore the waterline by boat, streetscapes streets Integration Priority sit outside a pub/café and people in town of green spaces watch, & linkages, within centre for and around the pedestrians take a tour where a guide tells you In 2017, 135,000 international visitors participated town Ensuring in angling in Ireland, with an estimated spend of clean Survival of the story of the area, €280m23. and safe main street environment spend an afternoon exploring/ Unlocking strolling around a picturesque town Overseas anglers stay longer, are repeat visitors under-used and spend more than the average visitor, and vacant listen to traditional music in a local sites contributing to seasonal and regional distribution. Good pub and experience the local Lough Derg is open all year round for both pike Addressing quality and entertainment scene, and attractive congestion public realm visit a festival celebrating local March 15th to September 30th and the lake is culture, food and heritage. Food producers and restaurant owners surrounding Lough Derg join forces on an annual basis to can start as early as mid-April. promote the region as a food tourism destination. Supported by the Lough Derg Marketing Group, especially before and after spawning when big has featured over 30 food events taking place in numbers of bream and roach enter the Shannon Accommodation villages and towns along the shores of Lough Derg river at Portumna heading to their spawning in counties Clare, Galway and Tipperary. In 2019 a grounds. Opportunity/Challenge The Scattered Accomodation model uses the As is the case in many parts of the world, small towns town to provide the various elements of a hotel. more focused Taste of Lough Derg event included and villages in Italy have struggled to sustain their 10 events in September. communities in the face of increasing urbanisation and Mountshannon, Portumna, Terryglass, Dromineer migration to cities. Current international marketing for the Ireland’s and Garrykennedy. Local guide services can be Hidden Heartlands region promises; hired for half a day or a full day in many of the Approach The Scattered Accommodation concept repurposes towns and villages around the lake. There are historic buildings to provide a range of services across “a wealth of small-scale independent a variety of buildings that are within walking distance accessible to visitors around the lake and building of each other. It is a creative solution to providing food and drink producers and honest accommodation in smaller towns that are lacking in overnight options for visitors, while also addressing the to goodness fare. Here slow food is Accomodation is challenge of what to do with empty buildings. It also When angling is bundled with other land- and woven through the facilitates the integration of tourism within the local fabric of the town community. award-winning restaurants, creative water-based activities and experiences for families, children and non-specialists, the cafes, eclectic markets and proud proposition can be broadened for greater appeal. Outcomes The role of angling competitions is a also important Low-scale impact in a It has become an important driver for the regeneration local festivals”. small hotel, compared of some smaller towns and villages in remote areas of in the promotion angling to international visitors. to a traditional hotel Italy. The National Association facilitates the sharing of building learning and of marketing. These are the food experiences that will be promoted as part of Lough Derg’s Visitor 22 ESRI, 2016 Experience Development. 23 Angling Tourism Marketing Strategy, Inland Fisheries Ireland, 2019 24 Targeting British Holidaymakers, Targeting French Holidaymakers, Targeting German Holidaymakers, Targeting US Holidaymakers, Visitor

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Case Studies The Visitor Economy The concept of the ‘visitor economy’ acknowledges 05 Gearing Up 1. The Destination Fermanagh partnership the whole environment and all aspects of how The Destination Fermanagh partnership has drawn tourists experience a place. representatives from both the private and public The Lough Derg Marketing Group is an Governance and continuing the sectors. Over 80 individuals are now involved in It recognises the role of individuals, businesses and award winning initiative and an example of collegiate approach this partnership, including a number of Delivery organisations in ensuring a great visitor experience. successful inter-agency co-operation and Groups which focus on Training & Visitor Servicing, While the economic activity of visitors lies at the Destination Lough Derg will continue to include strategy development� The current group Infrastructure, Events, Recreation & Activity and core of the concept of the visitor economy, its all key agencies with a role to play in developing meaning is broader than this and includes all of History & Heritage. the visitor economy of Lough Derg and include the elements that make for a successful visitor individual agencies and sub-committees consistent representatives from each member destination such as; progress the implementation of projects, agency and a representative from each destination 2. Slow Adventure Leitrim programmes and marketing activities� hub: Slow Adventure Leitrim (slowadventure.ie) is a All of the things which we know attract visitors; the natural environment, the heritage and Over the course of the 2014-2017 Roadmap Tipperary County Council new clustered tourism experience which emerged from the Slow Adventure in Northern Territories culture, iconic buildings, the shops, leisure and timescale, a Tourism Co-ordinator based in Galway County Council cultural facilities, food, the events, the scenery; Tipperary County Council was secured to steer EU initiative. The initiative’s aim was to extend Clare County Council all the things which make a place special, implementation of projects and programmes the marketing reach of businesses in the slow Clare Local Development Company distinctive and worth experiencing; around Lough Derg. adventure tourism sector, in order to encourage more tourists to come to experience the outdoors. Galway Rural Development Company The infrastructure which helps to reinforce and As Lough Derg evolves as a Destination, the North Tipperary Development Company Slow Adventure Leitrim brings together people shape the sense of place and make it an easy and businesses who enjoy displaying their sense LDMG’s overarching role will become more Waterways Ireland place to visit; the transport, trails, parking and important. The Ireland’s Hidden Heartlands of place with visitors by sharing traditional skills, orientation, interpretation, public realm, amenities. Fáilte Ireland experience brand and Shannon Tourism Masterplan local knowledge, storytelling and spending time brings a new focus to driving a collective shared Inland Fisheries Ireland together in nature. Each slow adventure has been vision for the region. The strengthening role of Portumna Destination Hub representative carefully selected people and businesses. Slow the LDMG as an enabler of the growing visitor Killaloe/Ballina Destination Hub representative Each area should have a economy suggests a new title for the grouping – Adventure Leitrim is co-ordinated by the Leitrim representative - then they come Connected Lakeside Destination villages representative together”

Nenagh Gateway Town representative

Destination Lough Derg A new dedicated will be appointed, reporting to Destination Lough This Destination Management Organisation will Derg. Administrative support will be provided by a include as its remit: dedicated clerical resource. We need someone managing the developing local visitor Destination Lough Derg would represent the region economy, within the destination management structure of in this part of the Ireland’s Hidden Heartlands. lake” Protecting and enhancing the environmental resource on which tourism is based, Supporting collaborative working within local capacity building and working with the destination Fáilte Ireland on rolling out of training and supports across the tourism industry, and A key trend in Destination Development is that communities and business people are becoming supporting collaborative working between more engaged in the development and tourism businesses and clustering of management of the destination experience. The experiences within each Destination hub – engagement of businesses is also important for this would draw on the collective work already clustering of experiences for visitors and gathering underway including the Heartlands Heritage of destination data. Group, for example, in the northern lake region, the Tipperary Food Producers network, Terms of reference will be drawn up for a Chambers of Commerce and other groups representative for each Destination hub who will around the lake. engage with the Destination Lough Derg group and communicate with the relevant tourism businesses and groups within the destination hub.

Lough Derg Watersports, Kilgarvan Quay

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Visitor Experience Connected Families (Multi-Generational) 06 Experience Development Development in each What they want - easy ways to get into nature, easily consumable hub will be driven by

the motivations of our straightforward booking most likely visitors; opportunities for families to do things together parents enjoying the same simple things they did when they were children themselves.

sitting outside near water

good food, and good food choices for their children

“focus on the things Great Escapers (Millennials)

that Lough Derg can What they want -

do really well” getting physical with nature, but in ways that are easy enough to access

a chance to rebalance and take stock of their lives

more likely to take part in slightly more strenuous, but not extreme, exploration by foot, bike or boat soaking up the beauty especially the more remote and exciting places – peace and quiet between Lough Derg will frame experience development within four Destination activities hubs with distinctive experiences and each with a cohesive story to a sense of history food that is linked to landscape tell. This reframing of the geography will provide our visitors with a feeling refreshed and revitalised clear sense of where to stay, what there is to do and see locally and how to get around in fun and relaxing ways� Culturally Curious (Baby Boomers) What they want -

to discover history real insight

activities, not just relaxation

Each hub is centred on a town or series of connected villages� hassle free, convenient experiences, safety, cleanliness, value

to connect with nature with good walks Killaloe/Ballina Destination Hub – a natural Portumna Destination Hub - forest bathing playground with fresh perspectives on this and wild swimming at the Port of the Oaks, personal guides iconic Shannon crossing the splendour and tragedy of Ireland’s lived history at the junction of historic land and Footloose Socialisers (Millennials/Gen X) Holy Island and Connected Destination water routes Villages – journeys across lake waters to What they want - refresh, revitalise and renew Nenagh Gateway Town - a bustling market town, steeped in history, with a great Being with like-minded people reputation for food and new stories to tell meeting the locals and really getting under the skin of a place Ballycuggeran Walks enjoying good food and drink, history and culture

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The Framework County Galway Portumna Destination Hub County Tipperary for Visitor Forest bathing and wild swimming at the Port of the Killaloe/Ballina Destination Hub Experience Oaks, the splendour and tragedy of Ireland’s lived A natural playground with fresh perspectives on this iconic Shannon crossing To Clonfert Development history at the junction of To Meelick, historic land and water routes Banagher Clonmacnoise & Athlone

Abbey Portumna Lorrha

Carrigahorrig The promise

Holy Island and Connected to visitors Woodford Terryglass Destination Villages Clonmoylan Outdoor activities on your Journeys across lake waters to Clonoon Ballingarry doorstep, incredible views and refresh, revitaliseCounty and Galway renew safe adventures in, on and along Balinderry County Clare Gorteeny the water starting out from historic twin towns Rossmore Kilgarvan

Borrisokane

Coolbawn

Whitegate Williamstown Puckaun Ardcroney Cloughjordan Lough Derg Watersports HERO PRODUCT Mountshannon Dromman Dromineer Jump into Nature from historic twin towns

Holy Island To Cork What we have already

Tuamgraney Garrykennedy Historic townscapes and the iconic historic A range of great pubs, restaurants, shops Castlelough Newtown Bodyke Ogonnelloe Portroe Shannon crossing and bridge – public realm M7 currently prioritises vehicles and footpaths/road The Brian Ború, ecclesiastical, landscape crossings are not universally accessible, new folklore and industrial heritage stories – and Nenagh plans are underway to improve the public realm engaging, tangible stories that can only be M7 told here such as the connections between the Two long distance way-marked trails, the Welsh headstones at Castlelough and the slate ULAC Nenagh Destination Hub Ballycuggaran East Clare Way and Lough Derg Way leading quarry A bustling market town into the mountains and down to the lakeshore steeped in history with a great on either side of Killaloe/Ballina – however, High energy activity events such as Quest reputation for food and new approach routes to Killaloe/Ballina are on roads Lough Derg and venues such as Clarisford Park stories to tell with 80kph speed limits and not appealing to To Tulla Killaloe / Ballina families Berthing for cruisers

Great family hotels with lake views and indoor Angling activity facilities for rainy days, iconic views of the Beara Breifne Way Birdhill Shannon, the hills and mountains, the lake, the - an excellent starting point for angling on the Existing key walking trails townscape lake with boat hire available. M7 Parteen Weir Killaloe/Ballina Destination Existing on-road cycling trails Bridgetown A wide range of water activities; the Lough Potential greenway from Hub Strategic connecting O’Briensbridge Derg Blueway, easy canoe loops and safe A natural playground with Ardnacrusha navigation paddling on the canal, stand up paddling, To Limerick fresh perspectives on this Castleconnell Lough Derg Blueway activities at ULAC, swimming at Ballycuggeran, iconic Shannon crossing Canoe trail trailheads themed trips County Tipperary Key viewpoints

County Clare M7 County Limerick County Limerick

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The Opportunities

The building of the new bypass bridge and the The key vistas are opportunities to share with Fantastically exciting family-friendly adventures implementation of the Town Enhancement, our visitors what’s in view and how they can get The Vision in nature – head straight onto continuously safe Tourism and Mobility Plan will better link the there on foot or on water – while there is a car treks and trails leading from the town onto the two towns of Killaloe and Ballina and improve park and some interpretation and seating at the water and into the mountains east and west the pedestrian environment. This will provide a Portroe lookout it could be greatly improved as a better setting for the town’s heritage, improve visitor experience for 2024 These walks will link and loop seamlessly with connections between the townscape and the safe cycling, boat trips, easy or guided canoeing The Coillte forest at Castlelough is a key publicly surrounding trails into nature and can integrates and great local food experiences across a “slow accessible part of the lakeshore in this area and Killaloe/Ballina travel network”. Come back again and again could play a bigger role in the visitor experience to try new high and low adrenalin activities in The existing walking and canoe trails can be Destination Hub better linked including the enabling of new There is scope for assessing the feasibility of new nature businesses to provide visitor services to make it high and low adrenalin activities in nature in These joined-up experiences will be easy to book locations with existing infrastructure on-line when the visitor is planning their journey exciting, safe and seamless adventures There may be scope for distinctive alternative Along these trails, encounter We need to be able to assure our visitors that accommodation in line with the Fáilte Ireland history up close walking trails are linked to the town and are Welcome Standard: glamping, pods, huts, and the stories in the landscape with great continuously safe, interesting and enjoyable conversion of commissioned cruise boats etc. interpretation that inspires and engages

There is potential for Killaloe to be a hub for Lakeshore areas at Castlelough Forest/Bay and way-marked ways currently use high speed local cruise hire, subject to feasibility study Ballycuggeran roads water activities, linking in with longer distance There is a lack of readily available information in An (navigation/walking/ relation to boat hire locations, angling locations walks linking to Killaloe/Ballina and Garrykennedy cycling) would connect to a key source of visitors and angling information. to Lough Derg and connect Killaloe/Ballina to Explore strolling around the town centres and Ardnacrusha. The development of this iconic great food and drink beside the water itinerary is supported by the Limerick County Tourism Strategy. Explore accessible short walking loops including locally distinctive guided heritage and food experiences within the town and into the immediate landscape

Enjoy festivals and events that celebrate Killaloe/ Ballina’s family-friendly activities in nature and that connect with the wider Shannon

Easily accessible angling information and ghillies

In the longer term, Killaloe/Ballina could be linked via a greenway to O’Briensbridge and Limerick with a great experience of the extensive industrial heritage of Ardnacrusha and the taming of the mighty Shannon’s power

Killaloe/Ballina Killaloe Bridge

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Holy Island and Destination Villages The Opportunities

Journeys across the lake waters to refresh, revitalise and renew The full implementation of the Holy Island Creative interpretative elements can be visitor management plan – further studies are incorporated in the new public realm scheme underway

The stories of the historic role of the harbours in There is no hotel open in this part of the lake food transport can be told and brought to life – there is an opportunity to trail the scattered with high quality food carts (see Killary harbour accommodation concept in Borrisokane, The promise food cart example) and new food enterprises at to visitors lakeshore settlements 31) The relatively short time it takes to cross the lake Opportunities to increase the night time Energizing journeys that feed is little known. More boat trip providers would be activities at lakeshore villages spirit and body - navigating required as the visitor economy grows lakeside villages (Mountshannon, Opportunities for more carefully located Garrykennedy, Dromineer, Some of the smaller and out of the way tranquillity mooring zones lakeshore public areas which are connected by There is a lack of readily available information farms encircling ancient Holy the canoe trail; Church Bay, Luska, Shehanagh, in relation to angling locations and angling Island, learning new skills, enjoying Youghal harbour, Williamstown, Mota Bay could information fantastic local food and cosy comforts in gently paced towns sensitive light touch looped walks incorporating and villages heritage features along the way, and improving walking connectivity to long distance trails HERO PRODUCT Explore Inis Cealtra, a 6th century holy island connected across lake waters to a necklace of historic lakeside villages and harbours What we have already

Holy island in public ownership and a feasible Opportunities to engage with local food visitor management plan – enabling works/ makers and engage in cookery classes and planning authorisations will be completed by 2021 workshops, learn traditional skills and foraging and encounter heritage Irish fruit in the orchard Five lakeside settlements with deep historic and of Ireland physical connections with the lake waters and Shannon navigation and great places to eat A wide range of self-catering accommodation options including cosy cottages by the lake A range of water activities; the Lough Derg Blueway, easy canoe loops and safe paddling, Places to eat and drink near the water AquaSplash, wild swimming at Youghal harbour, such as Brocka on the water and Larkins cruising, boat trips across the lake of Garrykennedy, traditional music at Garrykennedy creative workshops and classes including art, Pike and course traditional and contemporary craft, organic for trout (March 15th to Sept 30th), excellent gardening, foraging available, some with universal access. Restorative experiences led by locals such as night kayaking in the full moon and yoga by the A pilot “Tranquillity Zone” quiet mooring at lake village by dinghy A including woollens, chocolate and beeswax products Inis Cealtra

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Portumna Destination Hub

Connected clusters of experiences for visitors – Forest bathing and wild swimming at the Port of the Oaks, the splendour and The Vision canoe to, walk on, boat back, learn to, stretch tragedy of Ireland’s lived history at the junction of historic land and water routes out, eat up, sleep under the stars…… places and businesses working together to provide for 2024 connected, relaxing and revitalising day and Holy Island and multi-day visitor experiences The promise A seamless slow travel network, easy to plan, to visitors connected book and enjoy a trip that includes boating, Locally guided insights into lived history, walking, cycling and eating your way around destination villages joined up trails through an historic town this part of the lake, luggage transferred, great and its adjacent wetlands nature reserve, orientation and light-touch interpretation safe family cycling and paddling on the Engaging, creative and immersive ways to lake waters for starters or the experienced, experience the connection between the history of horseback to ancient spiritual centres, navigation, pilgrimage and productive lands journeys on land and water to Enjoy the Taste of Lough Derg/Taste the Island nearby leafy villages; Terryglass, initiatives focusing on the distinct producer Lorrha, Woodford culture on both sides of this part of the lake – you are invited to experience the place on a plate with locally distinctive food honey, sheep’s cheese, heritage Irish apples, local milk and more…….), meeting the producers in glorious landscapes – “shake the hand that feeds HERO PRODUCT you” Uncover Irish lived history through a connected network of woodland, Festivals that have a strong cross-lake aspect water and mountain trails, extending from Portumna’s historic core to whole Shannon nearby villages and monastic settlements Unusual and distinctive places to stay – with What we have already great attention to detail, and great things to do in the evening; music, learn-to classes and Portumna Castle, café, formal and vegetable A strategically important position at the junction workshops, local pubs gardens of the Shannon navigation and the long progress and the highest visited standalone distance Beara Breifne Way under development Easily accessible angling information and ghillies visitor attraction around Lough Derg, it however has little online presence at the moment and The quietest parts of the lake, the most pristine Linked boating and sailing/clubs focused on poor connectivity with the main street habitats, the big clear skies of upland raised existing settlements, and opportunities to learn to bog and wetlands sail at a great training hub at Dromineer, enjoying Portumna Forest Park with its extensive walking national and international sailing events Historic villages with great stories to tell – canoe trails – this is a strategically important Lorrha, Abbey, Woodford, Terryglass, traditional lakeshore forest for tourism music at Terryglass

The Irish Workhouse Centre – stark insights into on the Shannon, tragic lives, an active place organising events with large numbers of bream and roach at beyond the centre, people attending seminars, Portumna, local tackle shops and all types of anglers catered for history A concentration of horse-riding providers A range of water activities; the Lough Derg Blueway, canoe loops and safe paddling, more Strong local food producers – honey, sheep’s cheese and an organic gardening centre at Rossmore, wild swimming at Portumna, wilder swimming at Slaughty, boat trips linking High quality recreational vehicle Aire de Service Portumna and Terryglass at Portumna Castle Harbour

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The Opportunities

Connected clusters of experiences for visitors, Better and more direct pedestrian and cycle The Vision links are needed between the main street, castle combining slow travel with the evocative historic and the surrounding state owned forests and buildings – with Portumna destination hub wetlands stakeholders co-ordinating across their own for 2024 geography within the overall Lough Derg and The Portumna water recreation area needs an Hidden Heartlands umbrella upgrade (in line with site furniture detailing as Portumna carried out in Terryglass and Dromineer) A fully o!-road Beara Breifne way connecting Portumna on foot to Clonfert, Lorrha, The main street of Portumna can be more visitor Destination Hub Cloughjordan and beyond with visitor support focused, including more food outlets serving services in place local food, centralised visitor information, Beara

Breifne way trailhead, provisioning and kit for A seamless slow transport network – you can horse ride, boat, canoe, walk and cycle your way journeys Portumna Castle around the destination with supporting visitor The concentration of ecclesiastical heritage services and activity friendly accommodation in this area is under the radar - St. Ruadhan’s The Oak and Iron stories of the Slieve Aughty 6th century Monastery and the Friary at Lorrha, Portumna Castle and the Irish Workhouse Centre mountains are beginning to be told – there is the Carthusian Monastery in Abbey – there giving visitors real insights into the contrasts of much more scope to invite visitors to explore this are opportunities to link with the broader Ireland’s lived history remoter part of the lake region ecclesiastical heritage focus of East Galway and Some of the most beautiful mooring positions on the emerging Pilgrim Way There is no hotel open in this part of the lake the Shannon, small berthing facilities, maintained – there is an opportunity to trial the scattered A new local heritage network has convened in as such, moorings that are quiet, undeveloped accommodation concept in Portumna or the northern Lough Derg Area – the Heartlands Borrisokane (see page 31) Heritage Group – there are opportunities for A great at Portumna – collaborations and community-led projects and Opportunities for tranquillity zone moorings lakeshore Aire de Service guiding with lots to do within walking/cycling distance

Many opportunities to meet organic food producers, taste their produce, and learn how to garden organically yourself

Fishing at one of the best pike and course angling hubs of excellence in Europe, easily accessible angling information and ghillies

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Nenagh Gateway Town The Opportunities A bustling market town, steeped in heritage, with a great reputation for food and new stories to tell

There is an opportunity to progress projects in Parts of the Slí Éala are currently on road, it Nenagh in line with Fáilte Ireland’s Destination could be upgraded to a - Town guidelines. with luggage forwarding services for visitors continuing towards Lough Derg There is an opportunity to develop a new visitor focused historic quarter in the centre of the town There is no The promise to include, The Castle, The Gaol, Court House available in Nenagh. to visitors and its setting at Banba Square. Nenagh 800 provides a key opportunity to raise awareness of the town and its new core role in of the region, great the Lough Derg region John Hanly Woolen Mills places to stay, eat and provision, a lively arts and A review of the Nenagh cycling network would entertainment scene, river trails that connect into sections that could be developed to improve the surrounding fertile and broaden the appeal of the network landscape Visitor information and orientation is needed at arrival points on the train and bus network, the town needs signed visitor parking and visitor car parks, and to assess the potential for coach HERO PRODUCT parking Exploring the Historic Quarter There is scope for better story-telling Nenagh castle and following the Nenagh approaches River to Lough Derg. of the heritage features in the town

What we have already

The historic streetscape and range of local Slí Éala – a walk connecting Nenagh to shops, restaurants and cafés, Arts Centre, Dromineer along the Nenagh river and the cinema, hotels, town park, leisure centre etc. Nenagh Riverwalk

A feasibility study is underway on the A public realm scheme is planned for Banba development of a new Historic Quarter Square streetscape, linked with the Castle, and including the Castle, Gaol, Heritage Centre, including a performance space Arts Centre, St. Mary’s of the Rosary Church, St. Mary’s Church of Ireland Nenagh is as a key arrival point motorway, rail and bus network and the hub of Views from the top of Nenagh Castle are the on-road Nenagh cycling network extensive and include views of Lough Derg landscapes, new Castle garden at Nenagh The arts scene in Nenagh and traditional music Castle scene around Puckaun

A new design is underway for the Tourist Excellent on the Nenagh river in the former Town Hall along the Slí Éala.

The Genealogy centre provides a warm welcome and a unique personalised service to visitors tracing Tipperary ancestors and enables people to stay in and get to know the places where their family once lived Nenagh castle

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Encounter everything the visitor needs to know The Vision about the Lough Derg region with a great welcome and orientation on arrival by train, for 2024 coach or car Explore Nenagh’s Historic Quarter which includes Cycle one way – the key heritage buildings in the town with Nenagh engaging and creative interpretation boat back?”” Gateway Town A pedestrian-friendly town centre

Walking Slí Éala – the Way of the Swan along the Nenagh River - with engaging and creative interpretation along the way and a luggage transfer service

Fishing for trout on the Nenagh River

Explore the many places to eat and shop and pick up local produce picnics to fuel the onward journey

Easily bookable clusters of experiences on-line via accommodation provider websites

Enjoy festivals and events that celebrate Nenagh’s food culture and connect with the wider Shannon

Get in touch with your Tipperary ancestors at the Genealogy Centre

Building a great Slow Travel Network

Slow travel interchanges are places that sit at the junctions of existing water and land trails Interconnectivity is really important – and the Shannon navigation� They are the places where the visitor can move from land how to get people to cross the lake?” to water, from foot to bike, boat to canoe�

To build great slow travel visitor experiences, we smaller, quieter, and more out of the way. Retaining need to ensure that our visitors can easily move the landscape character and ecological integrity of all sites will be crucial. In some places, there plan looped and multi-modal journeys. may be opportunities for environmentally sensitive light touch walking loops to nearby features or On page 50, existing investment in slow travel feasibility assessment for quiet lane cycling loops. infrastructure is indicated in green. There are opportunities for providers to improve and expand visitor services at these interchanges; boat trips, bike hire, canoe trail services, learn-to activities, Boaters need to be able to get to a luggage transfer, guiding, ghillies, innovative food shop” McKernan’s Woollen Mills are the most developed while the C and D sites are

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The Current Slow Travel Network and Key The elements Interchanges • trails • loop of the slow • “stay and play” • long distance travel network This existing Lough Derg Blueway network • loop already in provides opportunities for enhanced • visitor services and the coordination of ½ • with lifeguard

place day, day and multi-day slow adventures • boat Lorrha bookable on line Portumna • shore Portumna Water Recreation Area

Canoe Trails Canoe loop Canoe and play” easy “stay paddling area trail walking distance Long loop Walking Shannon navigation boat trips Connecting way-marked On-road cycling with lifeguard Swimming swimming Wild park Car Angling rb = riverbank) (b = boat, s shore, Portumna Castle Harbour • boat Killaloe Ballina destination hub • trails • shore Terryglass • long distance • trails • loop 25 26 • loop A Killaloe/Ballina b • cruising • boat • cruising • boat trips • shore • boat trips Ballingarry A Ballycuggeran b/s • • trails • trails • on road (Twomilegate) • “stay and play” • “stay and play” • cruising • boat • cruising Rossmore Quay • boat trips • shore B Castlelough b • boat Kilgarvan • shore Old Village • trails D Tinarana Bay b Mota Bay • trails • wild • shore (universal access) Borrisokane • boat Holy Island and connected destination villages • boat Illanaboe • trails Skehanagh • trails • shore • trails • trails A Dromineer b/s • loop • “stay and play” • on road • long distance • loop • long distance B Garrykennedy b/s Luska • trails • cruising • cruising • boat trips B b/s • boat trips • on road • with lifeguard • boat • shore • boat Tuamgraney • shore Cloughjordan • angling Williamstown

A Mountshannon b/s Church Bay Mountshannon Dromineer • trails D Luska b/s • trails • long distance • boat C Skehanagh b/s • shore • cruising • boat trips Holy Island C Youghal Harbour b/s • on road • trails • boat • trails Garrykennedy 27 • shore C Williamstown b/s • loop • long distance Slí Éala Castlelough Youghal Harbour • loop • long distance • trails • cruising • trails D Mota Bay b/s • “stay and play” • boat trips • cruising M7 • boat trips • long distance • long distance • on road D Church Bay b/s • boat • loop • shore • boat • wild • on road Nenagh • long distance Portumna destination hub • shore Tinarana Bay/Annacarriga • boat • wild • on road Tountinna A Portumna Marina b/s • trails • boat • with lifeguard (indoor) Ballycuggeran • shore • boat • trails • loop • river bank A Portumna Water b/s • “stay and play” Recreation Area • long distance • loop

• cruising • trails • loop B Terryglass b/s Killaloe/Ballina • “stay and play” • on road • long distance C Kilgarvan b/s • loop • with lifeguard • cruising • boat trips C Rossmore Quay b/s • boat • shore • on road

D Old Village • with lifeguard (indoor) MAXIMISING THE POTENTIAL OF THE EXISTING D Illanaboe • boat SLOW TRAVEL INTERCHANGES

Nenagh gateway town M7 Slow travel interchanges within settlements 28 KEY A Slí Eala trailhead rb Lough Derg Way - identify opportunities for visitor services to support Connecting boat trips slow travel, clusters of activity and food experiences, B Nenagh Cycling Blueway canoe trail ensure great orientation and easily on-line bookable Network trailhead Canoeing half day, day and multi-day experiences Walking Slow travel interchanges at existing recreation areas Cycling - identify opportunities for new slow travel visitor support services appropriate to the scale of site, ensure Swimming 25 Previous categories of Amenity Sites in the 2014-2017 Lough Derg Roadmap Boating and easily on-line bookable half day, day and multi- 26 Outdoor swimming pool at Ballina M7 Angling day experiences 27 The East Clare Way travels within 1.5km of Williamstown bay which can then be reached on foot via quiet roads Long distance walking routes Slow travel interchanges in more remote areas 28 Nenagh leisure centre Future Beara Breifne Way - minimal new intervention, maintain tranquil character, On-road cycling where required include discreet orientation Train station

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accommodation. Social channels will be key to Marketing and highlighting this pillar through: Mobile platforms and communication are watch online video use it to narrow down their Communications becoming increasingly important in engaging brand, destination or activity experiences. Video plays a role right up until the last minute – 45% Co-ordinated marketing of Lough Derg leisure customers from the destination Top places to eat or food experiences consideration stage through to the trip booked instantly after watching a video of travel has been carried out on foot of the 30 experience stage. Unique places to stay (from castles to tents) activities . recommendations in the Lough Derg Roadmap 2014-2017� This included; open Video is becoming the new currency of Part of Destination Lough Derg’s role will be to feed Amongst digital users in the UK, 75% consume travel days, networking and fam trips, maps, destination marketing and storytelling the latest news, openings, great things to do into content, spending on average 2.4 billion minutes per month on travel content collectively – a 44% brochures, ezines, radio, advertorials, the Technology is enabling faster decision-making Ireland’s Hidden Heartlands with video, image and increase year on year. discoverloughderg website, social media, by customers. text content that is concise, visual, engaging and Taste of Lough Derg events, industry training personal. Customers increasingly expect highly curated Key market segments and their preferred in social media, food story workshops, and customised destination content from Lough Derg – content curation and channels of communication branding and procurement of marketing destination organisations communication images� Communicating with Connected Families The brand of a destination is becoming a The messaging of businesses and attractions in the more important factor in travel decisions to Connected Families tend to plan and book their The new approach to marketing Lough Derg Lough Derg area is a crucial aspect of the overall consumers holidays well in advance (3-6 months) and do most takes into account its role in the Ireland’s Hidden marketing of the areas. Business websites are Heartlands’ national experience brand, and the key of their booking online. They tend to rely heavily on The industry is moving from e-commerce the destination’s shop window. There is no single emerging trends in marketing: hotel/accommodation websites, review websites, through to m(mobile)-commerce and source of truth about a destination and visitors social media and personal recommendations when The capacity of social media’s prominence in ultimately to v(video)-commerce in its will visit on average 38 websites before making a deciding on where to holiday and their choice of 29 reaching the travel market is growing communications and transactions with travel decision to book a visit. accommodation. After their return, they try to hold consumers. on to those special holiday memories for as long as Content creation and dissemination by the Destinations are built through their image and possible, by sharing stories and photos with friends public across all platforms is becoming more Technology is making travel products and narratives and marketing is now about shaping the and family on social networks. important in driving interest in a destination services more transparent to the customer narrative rather than controlling it. Communicating with Footloose Socialisers “the scale of connectivity between Footloose Socialisers tend to book their breaks people has taken on entirely new closer to actually taking them, with one in three trips booked less than a month in advance. They dimensions through digital social do most of their booking online. On average their platforms making word-of-mouth breaks tend to be for between one to three days recommendations more important to and they demonstrate a stronger tendency to stay in holiday homes/rentals than other segments, Fáilte Ireland now has a focus on making the region destination branding than ever before� although they are also likely to stay in hotels. They more visible through the Hidden Heartlands brand. Today we as a DMO need to enable the tend to rely heavily on review websites and booking This will be done via: relevant conversation through shareable agent sites (OTAs) and personal recommendations destination moments and experiences, when deciding on where to holiday and their Online presence (Fáilte Ireland and Industry) adding value through others to create choice of accommodation. As active users of social Creating good content a personal relationship with the brand media they share stories and pictures from their Brand toolkits essence – the localhood- of our breaks online. Continuing domestic campaign destination� Communicating with Great Escapers This marketing will create awareness of what Destination Canada, They are relatively light users of social media, but Seizing the Winning Conditions for Canada, 2016 Concentrate on the Domestic – let they do rely heavily on the internet for gathering products and experiences aligned to the ‘Active in them become our ambassadors” information. Nature’ proposition. For this to work – content is key, our visitors want rich. engaging, immersive, inspirational, authentic Communicating with Culturally Curious A campaign went live in the summer of 2018 – “Yours content and they want to know what’s in it for to Uncover” – targeting the domestic market. The The marketing approach “leaves a space”, giving them. Content that brings the experience to life is In terms of using the internet they are more likely ambition was to drive mass brand awareness and to viewers room to imagine themselves in Ireland’s to rely on ‘search’ rather than social media. They Hidden Heartlands and with a focus on “non- perceptions will increasingly be shaped by the are also relatively heavy users of newspapers and manufactured experiences”. stories that emerge from those moments that radio. matter. With a new product to introduce, especially based Hidden Heartlands is very disruptive – in an often over-looked area of the country, there will be a particular focus by Fáilte Ireland on 29 Traveller Attribution Study, Expedia showcasing the destination restaurants, pubs, and 30 Expedia 2016

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07 Measuring Success

Useful Metrics As Lough Derg develops towards the “consolidation” stage of Destination Development, we need to focus on developing tourism in a way that ensures lasting and secure livelihoods We need to measure a range of things that minimize impacts on the environment and – rebalancing tourism... disruption to local people. To do this, we will integrate tourism into wider planning processes and promote goals of sustainable tourism. While tourism as an economic activity describes successful tourism sector depends upon much Tourism is a means to an end – Inis Cealtra that is intangible and qualitative in nature. Tourism depends on the qualities of place in particular. regional development...

No matter how good an individual tourism business is, it will not thrive unless the quality of Key Performance Indicators INDUSTRY COMMUNITY the broader environment is the best it can be. The opportunities to attract more customers, to add We will listen carefully to feedback from visitors Number of accommodation providers with Increase in direct employment value and therefore generate higher spending, as the destination develops and track progress activity friendly facilities are all dependent on the quality of this broader against the following Key Performance Indicators. Community groups activated and operational to environment. Increased footfall and visitor spend in lakeside support experiences VISITOR towns and villages It is also important to recognise the stage of Vacancy rates reduced in towns & villages development of Lough Derg as a destination. Increase in overnight stays and broader spread Increased visitor numbers at visitor attractions of overnights in the lake region Looking at a scale from exploration to rejuvenation New businesses along Beara Breifne Way – the Lough Derg region is at the Development Overall visitor satisfaction and number of repeat visits stage of Destination evolution. This has Guided tours along Beara Breifne Way implications for what we want to measure, and Increased number of walkers on the Beara Breifne Way Increased number of Blueway businesses what constitutes success. A key element will be Increased use of the Slí Éala measuring visitor satisfaction as the destination Increase in on-line bookable half-day, day and continues to develop, but this is not the only aspect Increased numbers of walkers on the East Clare multi-day experiences for visitors that we need to measure. Way and Lough Derg Way Feedback from tourism partners about the This plan is framed within the international VICE Increase in numbers of people using more than functionality and usability of marketing tools model for sustainable tourism development. This one slow travel option to move around the User and user experience metrics in select digital model acknowledges the interaction between destination (e.g. bike and canoe, walk and boat) channels Quay Arts, Ballina Visitors, the Industry that provides services, the Community and culture that hosts them and Stakeholder participation in brand work with the their collective impact on, and response to, the Increased numbers of people using trails commitment to actions that support the brand ENVIRONMENT Environment where it all takes place. emanating from Portumna’s main street and related results Increased visitor numbers using public transport To measure progress over the course of this Increased number of anglers for getting to and around Lough Derg region

strategy, Destination Lough Derg will therefore Increased awareness of destination wide Increased visitor spend in north west part of lake Adoption of eco-environmental ethos by measure impact on: characteristics in in-destination visitor surveys businesses and community groups Visitors Increased visitor satisfaction of accessing the business planning and funding applications Industry stories of the place and supporting infrastructure, where feasible); Community, and Increased visitor satisfaction with food Biosecurity measures in place at key harbours/ Environment experiences including children’s food experiences ...regional tourism is about a lot more marinas

High visitor satisfaction rating with ability to than one number going upward... A mid-term review will be carried out in 2022 to Number of Local Link or public transport access information across the destination assess the progress of actions and to adapt the plan improvements introduced

to any new circumstances Length of trail network upgraded Meeting water quality targets

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We are at the “Development” stage of Destination Development How we will gather the data Examples of data gathering and presentation for Destination Fermanagh Stage Explanation Gathering in and analysing the data to monitor DESTINATION FERMANAGH Exploration Small tourist numbers following PLACES TO EAT Mean scores VISITOR INFORMATION irregular tourist patterns 5=Excellent for information on places to eat and drink out 4.05 for tourists Working with Encouraging Lough Derg Visitor Information Centres were rated the sector to businesses to feed data 3.6 3.63 very highly across Northern Ireland Involvement Increase in tourist numbers 3.52 3.49 gather data to the national tourism CAFES PUBS OR BARS 3.45 for all measures, especially seen as 51% 40% having friendly and efficient service High levels of visitor-local research unit and local survey and staff that convey a sense of pride contact initiatives by the Lough Derg Most popular types or belief in their local area. The rating of places to eat Marketing Group Friendly Menus Value Opportunities Information on Places to eat of the centre in this area was even and efficient demonstrate for money to experience places available Some tourist facilities service the use of good,local to eat and at times of more positive than the average seen locally sourced food and drink out day and across all regions beginning to be provided ingredients drink night that suit you Development Working with Fáilte Ireland in the Lough Derg region to Friendly and informative staff/host in accommodation 4.24 ACCOMMODATION 3% Market as tourist destination ascertain real time insights Other The staff/hosts in accommodation help to make this trip more enjoyable 4.18 elfcatering into visitor numbers, visitor 6% Consolidation Rate of increase in numbers will accommodation Staff in accommodation convey a sense of pride/belief in the local area Motorhome 4.14 decline satisfaction, visitor movement 17% Efficient customer service in accommodation 4.14 etc. including responding to Hotel Information provided in accommodation on things to do/see in the Tourism a major part of local area 4.02 “secret shopper” insights than for most 7% economy Camping other regions Value for money accommodation 3.98 This region performed relatively 6% Accommodation that is key part of holiday experience Caravan 3.92 well in terms of aspects of the season and market area 5-yearly visitor satisfaction 18% accommodation offering, rated Staff in accommodation told you amongst the top 2 or 3 across Bed and about what was unique about area 3.84 surveys will be collated as Breakfast most factors, especially those Stagnation Peak of visitors numbers Accommodation that is distinctive involving the staff or hosts part of the Shannon Tourism 24% to the destination 3.81 Self-catering whether it be their efficiency, reached friendliness, belief in their local Masterplan initiative flat/house/cottage 14% area or provision of information about surrounding area Capacity levels reached; Staying with friends Mean scores and relatives 5=Excellent Source: Tourism Northern Ireland Visitor social, environmental and Attitude Survey 2014 (Millward Brown) social problems. Pooling Sourcing, channeling and 4 resources to communicating both No longer fashionable invest in a quantitative and qualitative destination DERRY-LONDONDERRY robust data intelligence that will support DESTINATION FERMANAGH Decline Area unable to compete with collection, the business decisions of the KEY REASONS TO VISIT ARRIVAL AND GETTING AROUND newer attractions market destination’s stakeholders, To discover or explore Visitors were less likely, compared to other regions, to be 30% In terms of arriving and getting around the region, ratings for intelligence inform and monitor the somewhere new visiting to see a specific attraction. This destination has a No longer appealing for broader appeal both for those wanting to discover or this destination were somewhat mixed. Public transport and Been before and 27% explore some new or those who had been before taxi service were relatively poorly rated and while some other holiday goers and impact implementation of the Visitor wanted to return and wanted to return. More so than for most other issues could be improved on including signs that you have regions, visitors to Fermanagh wanted to visit a number of arrived in the region, once there, ratings were generally To visit a number of assessment Experience Development different places. Compared to other regions getting a different places in the area 26% amongst the highest especially in terms of signs Rejuvenation May occur if there is a good deal on overnight accommodation was cited as one to guide you around and to find interesting things to see and system Plan reason for visiting To visit a specific 23% do. And fairly unusually, NI residents were more likely to rate complete change in attraction. attraction all these aspects better than out-of-state visitors To visit friends or relatives 17% These systems would be of all visitors chose this destination To learn about the 13% specifically to visit in order to enjoy the Signs that help you to find 3.87 developed, tested and area and/or its people 67% lakes, exploring the surrounding towns interesting/key tourist locations A good deal on and villages adapted to meet research overnight accommodation 13% Road signs that help 3.74 standards and would include To visit a you find your way around favourite place 12% in-destination survey, visitor To follow a trail Taking a trip as a bit of a treat or change of scenery and Public transport availability, service 3.41 around the area by car 11% wanting a good deal and nice accommodation, while and value for money questionnaires, gathering of not the most frequently cited, was a much greater Higher* than average for all destinations *Not necessarily motivation for visitors data at point of sale etc. Lower* than average for all destinations significantly to this region than for any other area, for both NI Taxi availability, service higher or lower 3.24 Equal to average for all destinations residents and those from further afield and value for money

Car touring routes which point OTHER KEY DESTINATIONS ALSO VISITED out places along the way 3.74

Out-of-State visitors also visited: A feeling of being welcomed when you arrive at destination 4.02

A sense of the place you are visiting when you arrive at the destination 3.92 88% of visitors from GB and other 38% overseas (the highest level for all 27% 23% regions) also visited the Republic of Clear signs to let you know you have arrived in destination 3.74 Ireland on the same trip and were more likely than most to visit Donegal, CAUSEWAY BELFAST CITY/ DERRY~ Galway, Sligo and Mayo COAST & GLENS GREATER BELFAST LONDONDERRY Source: Tourism Northern Ireland Visitor Mean scores5=Excellent Attitude Survey 2014 (Millward Brown) Moylussa 2

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08 Action Plan Overview

A detailed action plan is set out in the accompanying Lough Derg Destination Action Plan 2020- 2024 – an overview is given here

ACTION AREA OBJECTIVES

ACTION AREA 1 1�1 Resource the Partnership - Organise the stakeholder group and resource the tourism Destination role at Lough Derg. Management 1�2 Consolidate the Approach – Align with the Tourism Masterplan for the Shannon and Ireland’s Hidden Heartlands (IHH).

1�3 Coordinate Lake Wide Initiatives - that deliver a high quality visitor experience.

1�4 Measure Progress – Measure performance and remain responsive to emerging evidence on visitor behaviour and preferences.

ACTION AREA 2 2�1 Provide a Great Visitor Welcome - Ensuring a great welcome for visitors across the Destination whole destination. Innovation 2�2 Enable a Choice of Accommodation – Support the development of a variety of unique accommodation options to meet visitor needs.

2�3 Facilitate Slow Travel - Make it easy for our visitors to explore Lough Derg sustainably by developing services along the slow travel network.

2�4 - Enhance the visitor experience with high quality, locally produced food on and around Lough Derg.

ACTION AREA 3 3�1 Killaloe/Ballina Destination Hub – A natural playground with fresh perspectives on this The Visitor iconic Shannon crossing; the perfect base to get active in nature Experience 3�2 Inis Cealtra (Holy Island) and Connected Destination Villages - Explore Inis Cealtra, a 6th century holy island connected across lake waters to a necklace of historic lakeside villages and harbours.

3�3 Portumna Destination Hub - Uncover Irish history through a connected network of woodland, water and mountain trails, extending from Portumna’s historic core to nearby villages and monastic settlements.

3�4 Nenagh Gateway Town - A bustling market town steeped in heritage, with a great reputation for food, compelling stories and a great welcome to the Lough Derg region at Nenagh’s Historic Quarter. APPENDICES ACTION AREA 4 4�1 Develop a Distinctive Digital presence - Update and maintain a distinctive Lough Derg Destination digital presence. Marketing 4�2 Ensure Cohesive Communication - Work with national and local bodies to coordinate communication and ensure cohesive messaging. A A detailed analysis of the domestic Connected 4�3 Partnership - Support marketing actions of tourism businesses. Families market needs and wants 4�4 Be Market Ready and itineraries.

58 59 LOUGH DERG - The Power of Nature I Visitor Experience Development Plan 2020 - 2024 Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG - The Power of Nature

A detailed analysis of the domestic Connected APPENDIX A Families market needs and wants

TOTAL NUMBER OF MAKE UP AND VARIATION “NEED TO HAVE” “NICE TO HAVE” KEY BARRIERS PROPOSITION FAMILIES IN IRELAND - 416,000

AVERAGE FAMILY 78% of Irish families are Mum Dad Value for money Adult R & R options Cost and the perception that there Quality family time at a reasonable and 2+ children: won’t be enough/ suitable things to price Weather independent activities – pools, play centres, Varied & ‘healthy’ children’s menus 40% = 2 children do. cinema “Value for time” 25% = 3 children Club options The weather is also a barrier, along 13% = more than 3 children Varied activities such as water activities, farms, heritage with lack of easily accessible on-line sites/centres, cycling, picnics, playgrounds Close/access to shopping, festivals, day trips, water activities/sports information Childcare/babysitting Media entertainment for kids Good value food & entertainment options On-line booking Family-friendly language

PRE-SCHOOL FAMILY

Mum, Dad and 1 or 2 pre-school Baby/toddler equipment – potty, bath, Weather and perception of activity Fun and relaxing family time children buggy - so they don’t have to bring it options Safe & accessible facilities Adjoining rooms Adult R & R choices Activities: water, petting farms, Childcare/club options playgrounds Buggy-friendly ‘soft’ activities

Weather independent activities – pools, play centres

Good (adult) food

BLENDED FAMILY

(step) Mum, (step) Dad, 2-4 + children Older children activities/ facilities Cost and not enough to do Quality family time at a reasonable of broadly varied ages price Varied food options

BEANPOLE FAMILY 22% of Irish families are Mum, Dad Age-appropriate activities Health/wellness options and 1 child Social activities/clubs Environmental credentials

Good food

OTHER FAMILY SUBGROUPS & GROUPINGS

MULTIGENERATION Various family groups often called Good value/group discounts Adult and child food/ dining options Cost Memorable family time at a FAMILY vertical family when including reasonable price grandparent and horizontal when Narrow age band activities including siblings and cousins Adult space – R & R

Adjoining/large accommodation ONE PARENT 98,000 families are lone parent families with at least 2 children. A third are either separated, divorced or widowed.

These families tends to holiday with other families and/or relatives

HOME-FROM HOME Average family visiting relations for Good value accommodation (close to relations) Need a reason to stay longer with FAMILY long periods relatives Lots of activity options

60 61 Get Ireland Cycling I Strategy Framework 2018