Frank Curran Chairman Wicklow Tourism DEVELOP NEW ACCOMMODATION The Accommodation Working Group commissioned a high level review of current visitor accommodation based on the Fáilte Ireland Accommodation Investment Toolkit:

• Wicklow is dominated by 5 star & 4 star hotels, 4 star guesthouses and 4 star caravan and camping parks. • Budget, hostel and hybrid sectors are underserved in the county • Wicklow accounts for only 3% of all Ireland overnights and spend and 2% of available serviced visitor accommodation stock Key Recommendations • Market as a highly sought after tourism investment location with targeted LA supports. • Determine optimum accommodation capacity for key areas including visitor attractions and smaller towns & villages.

• Consider Alternative accommodation - Aparthotels, Hybrid, Traditional Hotels Design a suite of targeted supports to encourage ‘the right’ type of development. It must be financially sustainable and environmentally sustainable. • Engage with stakeholders and invite submissions for development • Encourage existing businesses to register with Fáilte Ireland (where appropriate) to ensure product quality and consistency

Next Steps – Preparation of a High Quality Prospectus MASTERPLAN The Glendalough and National Park Masterplan and Visitor Orientation Recommendations for County Wicklow • Failte Ireland funded project led by FI with Strategic Partners NPWS,OPW, Coillte and • The Plan covers visitor attractions and activities available in the area, - particular focus on active outdoor activities • The first stage of stakeholder engagement has been completed • Consarc Consultants presented the results of the consultation to the Working Group. • The process has identified a number of issues : congestion at key sites, concerns over security, capacity and quality of car parking and visitor services, issues with local access, and erosion and degradation of the environment. • Measures will be taken this year to introduce additional temporary parking and to use traffic counters combined with electronic signage to improve parking management and signage.

• A number of Visitor Experience Hubs have been identified around the county where there is a particular focus of visitor attractions. Development of these hubs will build capacity, help disperse visitors across the county, encouraging longer stays and greater investment in the area. • The team is developing detailed plans for walking, mountain biking, cycling, off road family cycling. KEY TOWNS AS VISITORS HUBS WICKLOW DESTINATION TOWN

Abbey Grounds Destination Town Project The Abbey Grounds are 13th century ruins of the former Franciscan Abbey which form a picturesque centrepiece located in the heart of Wicklow Town. It is proposed to restore the garden to its 19th century layout, in tandem with maximising the usability of the entire site as multi functional public amenity and outdoor events venue. WCC is in the process of appointing a consultant to lead the design process Wicklow Heritage Trail Final arrangements are being put in place for the completion of the Heritage Walk which will include videos and audio links to the maps. Wicklow County Council has supported Wicklow Town Team in the development of this project and provision of matched funding. The project is funded by LEADER THEMATIC EXPERIENCES

• Film Strategy is under development • New film trails proposed • ’s Disenchanted is a great opportunity to promote film tourism • Wicklow Naturally provides opportunities for Gastro Tourism

Wicklow Outdoors and the Wicklow Passport are cornerstones of our unique visitor experience Avondale Forest Park, Greenway and the Blue Light Blueway County Wicklow BlueLight Blueway

€500,000 investment in Blueway linking Bray to through 5 nodes with defined access points, supporting trailhead, signage and interpretation information Avondale Forest Park Re-development BLESSINGTON GREENWAY

• Construction finished by mid-2023 • 28km around the lakeshore. • 40km in total including spurs A COMMON NARRATIVE

➢ Web & Social Media: The VisitWicklow.ie website and social media are essential tools for promoting Wicklow ➢ Wiclklow Brands: Associated brands such as Wicklow Naturally and Wicklow Outdoors complement Visit Wicklow ➢ Screen Industry: Film Wicklow to be developed as a new brand ➢ Promotional Campaigns: • Wicklow has featured on Nationwide, Celtic Routes and Ireland County by County with national and international reach. • During 2020 Wicklow County Council supported a media campaign which complemented Failte Ireland’s extensive promotional campaign. Wicklow’s own campaign included a feature on Ireland AM, an East Coast Radio campaign promoting the Wicklow Passport, an October Feast Radio campaign promoting local food and beverage providers and a shop local campaign encouraging the purchase of vouchers for restaurants and accommodation as gifts. TOURISM RECOVERY TASK FORCE In 2020 Failte Ireland supported the establishment of a Tourism Recovery Taskforce For Wicklow – with representation from Wicklow Tourism Alliance and others engaged in tourism promotion 4 Objectives agreed:

Project 1: Wicklow Outdoors Agree a new destination message focused on the strength of the Wicklow outdoors experience and the range of activities available. Adopt a new approach to packaging and itineraries supported by imagery and content with an increased focus on the Great Outdoors proposition and targeting segments such as water activities, hiking and cycling.

Project 2: Wicklow Passport Develop the Wicklow Passport and stamp concept as an enabler of new approaches to visitor orientation around the county, packaging and collaborative industry marketing engagement.

Project 3: Family Market Develop a renewed family market focus supported by packaging and marketing collectively delivered by all tourism partners and supported by new destination imagery and digital content for the family market.

Project 4: New Wicklow Experiences Develop a new suite of Wicklow experiences maximising the potential of Wicklow Naturally to link food experiences with the outdoors and adventure experiences and emerging film tourism opportunities to create Wicklow experience packages. OUTDOOR SEATING & ACCESSORIES FOR TOURISM & HOSPITALITY BUSINESS SCHEME

• The scheme which is funded by Failte Ireland will be administered by Wicklow County Council

• The scheme will provide a level of financial support to tourism and hospitality businesses, in our town centres, to purchase or upgrade equipment to provide additional outdoor seating to increase their outdoor dining capacity for the summer of 2021.

• This scheme will financially assist and support independent tourism and hospitality business owners to create outdoor dining experiences in a regulated and accessible manner. Funding under the scheme is only available to existing businesses. • Wicklow County Council wishes to support businesses through the recovery with the use of public footpaths and/or public space for local businesses, particularly as outdoor seating areas while restrictions are ongoing.

• Section 254 permits will be Issued free of charge and applications will be expedited. COVID-19 BUSINESS SUPPORT

Failte Ireland • In Wicklow, 152 businesses have benefitted from €1,076,252 in support so far. • 4 schemes are the Adaptation Fund, B&B fund, Coach Tour Operators fund and Irish Based Inbound Agents fund. • Also a Business Continuity Fund (€55m nationally) is available. Wicklow County Council 1450 Restart Grants paid : € 5,267,386 1511 Restart Grant Plus paid : €10,629,897

• Rates Waiver Scheme: 100% waiver of commercial rates was applied to eligible businesses from March to December 2020. No application process – Wicklow County Council applied a credit to the rates account. This has been extended into 2021. • Town Re-opening Committees were established in each Municipal District to support businesses as they re-open and to encourage members of the community to shop local. Over €3 million has been allocated for 30 projects to change street layout, address social distancing or revised travel patterns.