Feasibility Study

Feasibility Study 1 Commissioned by: Leitrim Development Company Funded by: Rural Development Programme LEADER 2014 - 2020 / Leitrim Integrated Development Company Acknowledgements: The Organic Centre, Angling Clubs, Community Development Associations, Leitrim Recreation Forum, Leitrim County Council, Fermanagh and Omagh District Council, Inland Fisheries Ireland, Failte Ireland/ Wild Atlantic Way Team, Tourism Operators and Landowners, Water and Communities Office, Brand development support by WECREATIVE ([email protected]) Produced by: Alan Hill Tourism Development Ltd. [email protected] 00353 +873207619 Image: the River Drowes 2 Image: The Drowes River Executive summary The purpose behind this comprehensive Study is to ascertain the potential of the story of the Wild Atlantic Salmon to act as a platform to economically and socially sustain the communities of the greater Lough Melvin region through responsible tourism. The lake and its broader catchment have an ancient relationship with the most iconic of Irish fish; a relationship that of late has seen considerable strain on salmon stocks, challenges to the environment and a dwindling importance in relation to local employment and wealth creation. We now find ourselves at a historical tipping point; posing the question of how best to craft an original rural tourism response that will counteract these threats all in the context of an economically disadvantaged cross border Lakeland region with the growing shadow of Brexit. This Study took six months to research, audit and draft. Over sixty individuals participated in the extensive consultation process. Inputs, many of them ongoing throughout, came from the communities, private sector and tourism trade, recreational users, special interest groups, local authorities, government agencies and NGO's. The starting point for the Study involved understanding the most significant internal and external dynamics that will determine change on the ground. To begin with, there is virtually no tourism tradition (excluding an internationally respected game angling heritage) with poor supporting tourism infrastructure, especially accommodation. The four principle communities of Tullaghan, Kinlough, Rossinver and Garrison each demonstrate little tangible examples of ongoing cooperation and have turned their back on Lough Melvin. The lake and its catchment are considerably environmentally sensitive; it is a designated Special Area of Conservation and provides water supplies to Bundoran and Ballyshannon. The conversations that informed this Study reveal a surprisingly different narrative to the obstacles above. Communities are keen to work together and make things happen, local micro businesses are eager to invest in creating new offerings thus delivering employment. Local authorities are open to fresh strategic approaches and a possible multi-party mechanism to oversee the delivery of these changes has been identified. Finally, there is a market demand- for not just the Wild Atlantic Way (which the area touches) but from independent travellers hungry for new authentic experiences, and a largely universal respect for the wild salmon and its environs. These represent some of the practical building blocks of this Study. The extensive recommendations can be summarised as follows: - The Wild Atlantic Salmon has international tourism appeal but only as a subset (or sub-brand) of a wider Experience fully aligned with the Wild Atlantic Way; The implementation of a successful development strategy has to be both bottom up and top down - it needs to be suitably resourced, endorsed and managed; Nothing but excellence in communication (brand, building relationships, selling and engagement) will suffice; Greater coordination and professional supports for local businesses and networks; Enhanced conservation, protection and education surrounding the lake and the salmon. The Study now needs to be implemented; a considerable body of work lies ahead. Who drives it is critical. Momentum can only be generated if adequate resources are put in place. Experience teaches us that quick wins and heightened visibility will breed confidence. Ultimately, there needs to be a recognition by all partners that this is a complex inter-generational endeavour that has the transformative potential to change the development trajectory of the area for generations to come. 3 Table of Contents Introduction ....................................................................................................................................................................................................................................................................................... 5 Wild Atlantic Salmon Experience: Existing and Potential Assets ................................................................................................................................................................................................ 16 SWOT Analysis ................................................................................................................................................................................................................................................................................ 33 Developing the Experience ............................................................................................................................................................................................................................................................ 46 The Market ....................................................................................................................................................................................................................................................................................... 72 Management, Operations and Finance ........................................................................................................................................................................................................................................ 84 Fowley’s Falls.................................................................................................................................................................................................................................................................................... 94 Findings and Recommendations ................................................................................................................................................................................................................................................. 103 Conclusion ..................................................................................................................................................................................................................................................................................... 123 Appenices ...................................................................................................................................................................................................................................................................................... 125 Image: Duncarbery House on the Tullaghan coastline. 4 Image: River Drowes estuary near the Wild Atlantic 5Way, Tullaghan 1.1 Introduction The vision for the Wild Atlantic Salmon Experience is to inspire visitors The sites and attractions within the area where the various elements of along the Wild Atlantic Way to explore County Leitrim by immersing the Wild Atlantic Salmon Experience can be based, offer spectacular them in the environment which produces this intriguing fish and in and dramatic views, scenery, heritage and linkages to the Atlantic following the lifecycle, heritage, folklore and stories linked to the Wild Ocean based on the environment in which the Wild Atlantic Salmon Atlantic Salmon. Its aim is to allow visitors to actively engage with the lives and breeds. Places of interest include Lough Melvin, various rivers, Salmon in its environment among other experiences that exist or that waterfalls, mountains, glens and other places of interest. The un-spoilt can be supported. These can involve audio visual displays, through nature of the sites, unique attractions and activities will capture the interpreting the stories and experiences of the people from the area imagination of visitors. It is vital that the Wild Atlantic Salmon through to culinary and food experiences. Apart from attracting tourists Experience is integrated in every way with the Wild Atlantic Way to the area, the Wild Atlantic Salmon Experience links up a host of (signage, discovery points, its zones- particularly “The Surf Coast”), existing independent attractions, sites, activities, businesses, etc., some branding, marketing and promotion, and various narrative. of which are currently struggling to entice visitors from the WAW to The Wild Atlantic Salmon Experience has potential to provide a high spend time and money in the area. The integration of activities, services, level of engagement with the sense of place, and provide the products and attractions into one experience can serve to stimulate visitor/tourist with a greater depth of involvement and understanding of cooperation and partnership between providers, businesses, both. The proposed experience can also help to signpost and link communities and others and as a result deliver added value which can visitors/tourists to other existing attractions and

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