Tourism Strategy 2017-2021
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Tourism Strategy 2017-2021 January 2017 2 Newry, Mourne and Down Tourism Strategy 2017-2021 Proud of our past. Building our future together. Newry, Mourne & Down District Council Corporate Plan 2015-19 www.newrymournedown.org 3 Foreword I am delighted to present You will see throughout the strategy reference to our headline ‘mountains, myths and maritime’. These have our Tourism Strategy for Newry, been identified as the three elements that will create a Mourne and Down, 2017 – 2021. strong and distinctive image for our area. Tourism has long been a part Our promise, ‘delivering epic moments’ is focused of the local industry and has on redefining our visitor destination experiences since been recognised as a associated with the mountains and the coastline and those stories unique to us. Ultimately repositioning key priority in our Corporate Newry, Mourne and Down into one of the premier year Plan and Economic round destinations in Ireland. Cllr Gillian Fitzpatrick Development Strategy. The Strategy emphasises that tourism is everyone’s Chairperson of Newry, business and there is a need for collaboration for the Mourne and Down This Strategy aims to maximise tourism long term growth of the tourism economy. District Council growth for the area by adopting a fresh approach focused on recognising what makes Newry, We invite you to work with us to build a unified and Mourne and Down distinctive and set apart from entrepreneurial industry that is customer focused and other destinations. succeeds in delivering destination experiences to the international marketplace 4 Newry, Mourne and Down Tourism Strategy 2017-2021 “I have seen landscapes which, under a particular light, made me feel that at any moment a giant might raise his head over the next ridge.” C.S. Lewis (in reference to the Mourne Mountains – the ‘setting’ for his Narnia Tales) www.newrymournedown.org 5 Contents Executive Summary: 06 6. Developing Gateway 50 Strategy Framework and Hub Communities 1. Introduction 08 7. Critical Success Factors 58 2. The Current Situation 10 8. Summary Action Plan: 71 Recommendations 3. The Strategy Overview 20 Endnotes 74 4. A Focus on Destination Experiences: 28 The Mournes & Ring of Gullion Appendix 75 5. A Focus of Destination Experiences: 40 The Mourne Coast This document has used images from the following sources: • Tourism NI (Inside front cover image - © Tourism NI) • NMDDC • TEAM-Tourism • Google – only images that are designated free to use commercially 6 Newry, Mourne and Down Tourism Strategy 2017-2021 Executive Summary: Strategy Framework This five-year Strategy sets out the strategic direction Our Promise Our Headline for the tourism industry within the District of Newry, Mourne and Down. The document outlines the current situation, the strategy framework, and a series of Delivering Mountains, Myths recommendations that are designed to achieve the vision and goals, and to ensure that industry is in the ‘EPIC’ moments and Maritime business of delivering EPIC moments. Newry, Mourne and Down has long been Our Goals recognised for its spectacular scenery; the dramatic Vision 2021 relationship between the mountains and the sea; To work collaboratively toward assisting Northern the myths and stories that highlight the rich cultural Ireland achieve its targeted growth rate of 6% per heritage of the region; and the unique opportunities Newry, Mourne & annum in overnight expenditure by: to experience the outdoors against this composite backdrop of landscape and culture. Down is a premier, • Focusing on developing visitor destination year-round mountain and experiences that will deliver ‘EPIC moments’. Our headline, mountains, myths and maritime, helps to develop a shared story that will begin to maritime destination in • Building a unified and entrepreneurial create a stronger image of what makes NMD Ireland recognised for industry that is customer-focused. distinctive - both in the minds of industry and ultimately within the marketplace. its EPIC experiences in • Ensuring that the development of tourism outdoor adventure, its is undertaken sustainably and contributes It sets the stage for the Strategy’s focus on creating to the enhancement of social, cultural and destination experiences that are associated with rich tapestry of cultural environmental values. the mountains and the coastline, and for its emphasis on the stories that give the destination experiences heritage, myths and a unique quality. unique stories, and its authentic local life. www.newrymournedown.org 7 A focus on ‘EPIC’ – The underlying approach The Strategic Framework The concept of “EPIC” underlies the Strategy framework. It relates to a new approach to Our Promise developing experiences and working together. Premier, Delivering Moments Mountains It has been used as both a concept and an acronym, year-round and maritime and is designed to act as a ‘cue’ to inspire new thinking. destination Our Destination Experiences Delivering EPIC moments means delivering Mountains | Myths | Maritime impressively great experiences. It means working in EPIC experiences Entrpreneurial partnership to ‘join up’ existing disparate products to in outdoor Mourne-Gullion Headline Mourne Coastal create experiences that are EPIC. Taken as an acronym, adventure Experience and Themes Experience it challenges industry to think in terms of delivering tourism products that are: Gateway and hub communities Myths and Collaborative unique stories Critical Success Factors A focus on destination experiences and telling A joined up approach – A compelling market the story with a commitment to game-changing leadership and product presence and position projects and critical infrastructure Rich tapestry Sustainable of cultural growth heritage Our Target Markets Experiential Personalised immersive & Iconic Creative Culturally Curious Great Escapers Social Energisers (Domestic / RoI: Time Together; Mature Cosmopolitans; Family Fun; and, Young and Lively) Customer- Authentic focused local life Our Challenge and Commitment – A stretch target for experiences | A stretch target for industry 8 Newry, Mourne and Down Tourism Strategy 2017-2021 1. Introduction This five-year Strategy sets out The significance of tourism Newry, Mourne and Down District the strategic direction for the Tourism is a key economic driver within the District The Review of Public Administration in 2015 resulted tourism industry within the and was worth £47.7 million to the local economy in in the redrawing of local government boundaries and District of Newry, Mourne and 2015. The sector supports almost 5,000 jobs, many of the establishment of the Newry, Mourne and Down which are within small and medium sized industries District. It is located in the south-east of the country Down. It has been developed distributed throughout the entire District. and is the gateway from Dublin into the North. The to support the Newry, Mourne new jurisdiction is an area rich with tourism assets Globally tourism has become a critical force for and natural beauty, and is characterised by the unique and Down Corporate Plan 2015- prosperity, well-being and overall development. It juxtaposition of mountains and sea. The area’s 2019 and the Newry, Mourne and continues to grow despite occasional ‘shocks’, with natural beauty is well recognised in its three Areas of Down Economic Regeneration & 2015 representing the sixth consecutive year of Outstanding Natural Beauty – the Mourne Mountains, above-average growth in international travel. the Ring of Gullion, and Strangford and Lecale. Investment Strategy 2015-2020, and is in alignment with key Within Northern Ireland, there is a strong commitment The coastal experiences, the market towns and fishing to leverage these global trends. The sector is currently villages, the world famous golfing and the array of national tourism and economic worth 5.2% of the country’s Gross Domestic Product outdoor adventure opportunities are layered upon an development policies. (GDP), and generates revenue of £723 million while incredibly rich cultural heritage, including the life story sustaining 43,000 jobs1. In 2015 visitors arriving from of St. Patrick and the early days of Christianity in Ireland. outside of N.I. rose by 5%, and hotels were continuing to report growth in the first half of 20162. Maintaining this Visitor gateways and hubs are associated with growth trajectory has become a central focus of the N.I. Downpatrick, Newcastle, Newry, Warrenpoint/ Rostrevor, Assembly and the forthcoming N.I. Tourism Strategy. and the Crossmaglen area. The District lies in close proximity to the island of Ireland’s two major urban The development of the NMD Tourism Strategy has centres – Belfast and Dublin – and is well served by the been undertaken with the intent of building on this arterial A1/M1 corridor. The area is highly attractive to momentum, and identifying new opportunities the domestic market and is one of the country’s top to strengthen the District’s tourism industry, the holiday destinations for N.I. residents. competitiveness of its core destination experiences, and its international appeal. www.newrymournedown.org 9 The planning process involved: Strategy development process Extensive desk research on national, The process was initiated by the Newry, Mourne regional and local policies, strategies, and plans Site visits to towns, villages, and attractions. and Down District Council (NMDDC) and facilitated relating to tourism, economic development, by TEAM-Tourism Consulting. Strengthening tourism infrastructure,