The Burren and Cliffs of Moher Visitor Experience Development Plan Plean Forbartha an Bhoireann Agus Aillte an Mhothair Ar Eispéireas Cuairteora
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The Burren and Cliffs of Moher Visitor Experience Development Plan Plean Forbartha an Bhoireann agus Aillte an Mhothair ar Eispéireas Cuairteora FINAL Version January 2020 The Burren and Cliffs of Moher | Visitor Experience Development Plan 1 EXECUTIVE SUMMARY Achoimre Feidhmiúcháin The Burren and Cliffs of Moher Located in County Clare, the county of Culture, on the West Coast of Ireland, the Burren and Cliffs of Visitor Experience Development Plan Moher destination is part of the Cliff Coast zone of the Wild Atlantic Way. This world-unique limestone landscape is famous for the powerful combination of fascinating natural and cultural landscapes as well as its rich historical and archaeological heritage, and has become a well-known VISION: Increase dwell time and inspire visitors tourist destination. and the next generation to become custodians of the Burren and Cliffs of The Destination boasts the magnificent Cliffs of Moher, a Burren Geopark Geosite, one of Ireland’s most Moher visited natural attractions. The Burren National Park and the UNESCO awarded Burren and Cliffs of Moher Global Geopark also contain many fascinating geological features and natural sites, and include TARGET • Culturally Curious various stone dolmens, that are older than the pyramids in Egypt, as well as ring forts, ancient churches MARKETS: • Great Escapers and castles. It’s flora and fauna are celebrated with Atlantic, Arctic, Alpine and Mediterranean plants living in harmony together. DESTINATION ….feel the pulse of this perfumed earth, PROMISE: and the heartbeat of these ancient Recognising the need for improved development and promotion of the area’s unique features to stones…. achieve increased international cut-through, Fáilte Ireland has developed a Visitor Experience ….a vast memorial to bygone cultures…. Development Plan for the Burren and Cliffs of Moher destination. UNIQUE A remarkable place that inspires visitors This Plan also provides a clear direction towards strengthening and growing the destinations SELLING to want to connect through light, international market share through the delivery of hero experiences. POINTS: landscape, a sense of space, tradition The primary target markets for the Burren and Cliffs of Moher are the Culturally Curious and Great and time Escapers who are seeking: BURREN • Listening to Ancient Rocks CULTURALLY CURIOUS TRAVELLERS GREAT ESCAPERS THEMES: • Savouring Life's Flavours in the ➢ To meet the locals and to get to know their ➢ Escape the everyday, find a place to get away Burren story from it all ➢ Engage in activities and experiences that ➢ Find places and experiences that are life HERO 1. Walk on the Edge of the World along help them develop as a person enriching EXPERIENCES: the Cliffs of Moher ➢ Do things that are different, and authentic ➢ Do things that are different, and authentic or 2. Discover the Burren Way through the or unique to a place unique to a place Living Landscape ➢ Participate, they don’t just hear the story ➢ Participate, they don’t just hear the story but 3. Wellness the Wild Atlantic Way but also want to be involved also want to be involved 4. Savour the Unique Local Flavours of the Burren 5. See Life Shaped by the Ancient Farming With the extensive increase in visitor numbers during peak season to the Burren and Cliffs of Moher, Landscape of the Burren visitor management and identifying total capacity numbers are required to ensure that the FIT (Free 6. Immerse yourself in the Music and and Independent Traveller) visitor experience is improved and to protect and sustain the values, Dance of the Burren communities and fragile natural environment that have created a profoundly unique tourist destination 7. Adventures On and Under in the for Ireland. Burren The Burren and Cliffs of Moher | Visitor Experience Development Plan 2 EXECUTIVE SUMMARY Achoimre Feidhmiúcháin The Cliffs of Moher is Ireland’s second top fee-paying attraction, with over 1.5 m visitors. The pace of CATALYST PROJECTS: (in order of priority) growth in day visitation, with the accompanying visitor management concerns, and the overall low 1. Develop and implement an Integrated Traffic and Transport visitor spend in the area arising from the nature of visitation are the key challenges underlying this Strategy for the Burren and Cliffs of Moher. VEDP. The area is of outstanding beauty and international significance, which provides a strong basis 2. Upgrade of 2km of the Cliff Walk (1km either side of the to address the issues and realise new opportunities. Cliffs of Moher Visitor Centre) through a partnership with Challenges Opportunities land owners and National Parks to develop a management • One of the lowest spend returns from • Introduction of a Visitor Management Plan to plan and future funding model that supports the land owners international visitors – very large number disperse visitors throughout the area + greater use and allows for reinvestment and a sustainable walking bused in for the Cliffs of Moher without of capacity management principles. infrastructure . further engagement in the area – over • Redesigning and managing the Cliffs of Moher 3. Develop a winter Burren Music, Dance & Story Trail reliance on day visitors. Coastal Walk to become a walk of Global connecting visitors with music, dance, stories and traditions • Traffic management issues and visitor significance with managed access and extended of the place – people and villages. management concerns – high value. 4. Create a ‘Wellness the Wild Atlantic Way’ programme and concentration of visitors and need for Amplifying recognition of the Burren as an • dedicated section on the Fáilte Ireland website that looks at dispersal. internationally significant UNESCO landscape. the broader definition of ‘wellness’ including connection, • Growth in visitor numbers with potential • Promoting exceptional experiences relating to to disturb/damage the natural time in nature, and the need to sleep well, as well as the Burren adventure, wellness and education. traditional, relaxation, healthy food and exercise elements. environment • Creating all year round visitor experiences to • Promotional activities limited overseas. capture Great Escapers and winter travellers from 5. Develop the Burren Discovery Trail to assist in dispersing • Few online packages. Germany, France, UK, US, Australia and New independent travellers eastward to the Burren Lowlands and • Limited accommodation capacity in Zealand, extending the season and sustaining provide interpretive content to interpret the landscape and destination. employment. reveal the underlying stories. • Fragmented communication in region • Strengthening the partnerships between local 6. Support farmers keen to diversify their business to include between local groups + links with Clare organisations and creating a stronger coordinated tourism with a business support programme and guidance on Tourism fragmented. proactive marketing alliance. insurance and planning requirements and investment in • Infrastructure and lack of visitor services. • Improving accommodation options. sustainable tourism experiences. • Traffic concerns for cyclists – potential to Creating premier niche eco experiences. undermine the experience. • 7. Be a Custodian for a day – join the Geopark to experience what is involved in managing a Global Geopark. The way forward for the Burren and Cliffs of Moher is through partnerships, connectivity of the 8. Facilitate workshop(s) to assist in further developing and products and development of new experiences, and a focus on getting the story to the customer – promoting a series of cultural events that encourage year- inspiring them to travel off-season, stay longer and enjoy the essence of the Burren and Cliffs of round visitation through dedicated timely funding. Moher. To help achieve this, nine Catalyst projects have been identified along with a range of supporting recommendations. These must align with the regions guiding principles, which are to: 9. Encourage the establishment of new eco-friendly, • Increase environmental conservation through sustainable tourism; responsible adventure experiences such as new cycling • Build community support for tourism through events and local-buy programmes; experiences along the green roads including mountain-biking • Boost the visitor connection with the Burren and overall visitor satisfaction; and and the ‘edge’ experience. • Maximise the value of tourism (not just the volume). The Burren and Cliffs of Moher | Visitor Experience Development Plan 3 Postscript, Seamus Heaney And some time make the time to drive out west Into County Clare, along the Flaggy Shore, In September or October, when the wind And the light are working off each other So that the ocean on one side is wild With foam and glitter, and inland among stones The surface of a slate-grey lake is lit By the earthed lightening of flock of swans, Their feathers roughed and ruffling, white on white, Their fully-grown headstrong-looking heads Tucked or cresting or busy underwater. Useless to think you'll park or capture it More thoroughly. You are neither here nor there, A hurry through which known and strange things pass As big soft buffetings come at the car sideways And catch the heart off guard and blow it open. The Burren and Cliffs of Moher | Visitor Experience Development Plan 44 Table of Contents Clár Ábhair Disclaimer Executive Summary………………………………………………………………………… 2 The following Visitor Experience Development Plan has been prepared on behalf of Fáilte Ireland by a project team comprised