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THE GREENWAY FORWARD Opportunities for Tourism

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THE GREENWAY FORWARD Opportunities for Tourism THE GREENWAY FORWARD Opportunities for Tourism Padraig Philbin Senior Executive Engineer Enterprise & Investment Unit Mayo County Council [email protected] THE GREAT WESTERN GREENWAY ~ Strength in Community The Greenway Overview • The Greenway and its fit with Mayo’s Tourist Attractions…. • Where we are now... Building product, developing experiences.. • Case Studies… • New Opportunities.. • What we learnt along the way…. THE GREAT WESTERN GREENWAY ~ Strength in Community The Greenway Overview • The Greenway and its fit with Mayo’s Tourist Attractions…. • Where we are now... Building product, developing experiences.. • Case Studies… • New Opportunities.. • What we learnt along the way…. West of Ireland – historically exemplified the quintessential appeals of Ireland • Railways in the 19th century opened up these remote areas to visitors Galway - Clifden Westport - Achill Connemara and Achill became very popular Mayo’s traditional Visitor Attractions: Achill Knock Shrine Croagh Patrick S2S - Gael force Adventure Races Adventure Tourism Adventure Activity Events currently attracts up to 16,000 participants annually Adventure Activity Events currently attracts up to 30,000 participants annually Mayo A National Outdoor Adventure Destination Adventure Centres & Challenges ‘GET OUT THERE’ Adventure Festival Achill Kite Surfing World Championship 13 Blue Flag Beaches Wild Nephin Wilderness Area Ballycroy National Park 130 National Approved Walks 60km of Greenway incl. Great Western Greenway Overseas Adventure Tourism in Ireland Economic Worth €1.2bn in 2011 High Yield - Spend 45% higher than the average overseas visitor Opportunity Cross over between activities Greatest opportunities for next generation of tourists Key Features • 42km Walking & Cycling Facility • National Demonstration Model - NCN • European Destination of Excellence • Smarter Travel corridor • PARTNERSHIP with landowners, community & business • Tremendously popular rural greenway – 208,000 users in 2013 • Enabling platform for enterprise, innovation and regeneration Achill Mulranny Newport Westport NEWPORTMULRANNYWESTPORTACHILL Achill Westport Official Openings 2010 and 2011 Phases 1 and 2 Greenway appeals… Users on Great Western Greenway 160,000 140,000 120,000 100,000 80,000 PEDESTRIANS 60,000 CYCLISTS 40,000 20,000 0 2010 2011 2012 2013 208,000 people travelled on the Greenway in 2013 (Mulranny counter). 2013 User Profile (based on survey of 800 users) • All Age categories (38% in 31-49 age bracket) • Predominantly Cyclists (78%) • Origin: (Ireland 75.5%, Overseas 24.5% (UK 9.5%) • Ireland - Mayo (21%), Dublin (29%) • Very popular with families (60%) • 54% hired bike • Average daily spend €62/person/day Changes Observed • Number of Users Growing each year 145,000 (2011) – 208,000 (2013) • More International Visitors 16% (2012) 24.5% (2013) • People cycling longer journeys • Growth in use of on road cycle routes THE GREAT WESTERN GREENWAY ~ Strength in Community The Greenway Overview • The Greenway and its fit with Mayo’s Tourist Attractions…. • Where we are now... Building product, developing experiences.. • Case Studies… • New Opportunities.. • What we learnt along the way…. New Businesses Bike Hire, Cycling and Walking Guided Tours, Hospitality services – food and drink, local shops, Accommodation providers, Taxi Services etc, Economic Benefit: €7.2 million to local ECONOMIC IMPACT OF GREENWAY economy (€2.8m - overseas visitors) (Fitzpatrick Associates 2011) Employment: 38 New Jobs & supporting 56 existing jobs. Cross Selling Packages - Unified business approach Typical Packages of accommodation combined with bike hire, packed lunch, transport pick up 1996 to 2006 NÍ NEART GO CUR LE CHÉILE THERE IS NO STRENGTH WITHOUT UNITY Leadership from different perspectives Benwee1996. Greenway Landowners . Westport Tidy Towns . Newport Tidy Towns . Community Coops . RSS, FAS, TUS . Greenway Hotels . Failte Ireland . DTTAS . NPWS . Mayo County Council Greenway Skate Park Greenway Fitness Gym EDIBLE LANDSCAPE PROJECT Greenway Management Ma GREEN PATROL • RSS and TUS Scheme Operatives • Greenway Maintenance & Management • Customer Care • First Aid Responders Festivals and Activity Challenges COMMUNITY RECOGNITION Mulranny Small Town Tourism Award 2013 Meitheal Award 2012 – Greenway Landowners Great Western Greenway - 2013 1st prize at the European Greenways Association - Portugal Achill 3 favourite Journeys on a bike - 2013 Westport THE GREAT WESTERN GREENWAY ~ Strength in Community The Greenway Overview • The Greenway and its fit with Mayo’s Tourist Attractions…. • Where we are now... Building product, developing experiences.. • Case Studies… • New Opportunities.. • What we’ve learnt along the way.. Clew Bay Bike Hire – Case Study (1) Opened: 2010 Employment: 5 Full Time & 25 Part time Locations: Westport, Newport, Mulranny, Achill Services: Bike Hire (with or without pick up) Artisan Food Trail Wild Atlantic Challenges Greenway to Seaway Key Learning: Excellent Customer Service Greenway to Seaway Experience Mulranny Park Hotel – Case Study (2) The starting point ….. Mulranny & the Great Western Greenway - 10 years ago.. • Limited activity in Mulranny tourism Mulranny RailwayCauseway • Derelict & Station underdeveloped tourism infrastructure (Old Railway Hotel) • Place to pass through • Dormant • Underutilised community resources • Lack of vision The Mulranny Park Hotel opened it doors in 2005 Mulranny Park Hotel •The listed building was sensitively restored retaining it original charm and character. •Cost of €18 million •The Hotel employs up to 100 people at peak season •It attracts 30,000 visitors per year to Mulranny Mulranny Park Hotel – Re imagining the role of the hotel in partnership with the Greenway • 4* Hotel • McKenna Guide 2014 - Top 100 Places to stay - Top 100 Places to Eat - Top 10 for walkers - Top 10 Restaurant Dishes Creating Memorable Experiences with Community • Gourmet Greenway • Greenway Adventures • Mulranny Walking Experience / Wild Atlantic Walking Product Development The Gourmet Greenway Food Trail 1996 to 2006 A Food Trail along the Greenway showcasingBenwee1996 the best of artisan foods. Kellys of Newport Carrowholly Cheese Murriveagh Honey Rua Achill Island Turbot Sean Kelly & his gold medal winning Black Pudding Product Development …..The GOURMET GREENWAY FOOD TRAIL MULRANNY SALT MARSH Why a Gourmet Greenway Food Trail ?... •People want the story behind the food on their plates. •See, smell & experience – real traceability •Meet the Local producers •Cooking Experience 1996 to 2006 Key Figures… •New marketing initiatives which has contributed to 19% increase in occupancy and 15% increase in food in 2013 & delivering in 2014. • Gourmet Greenway contributed in excess of €1.5m + in publicity & increased tourism. •Walking Experience Economic value:- in access of 2,000 bed nights of new business SUNDAY INDEPENDENT MAY20th 2012 THE GREAT WESTERN GREENWAY ~ Strength in Community The Greenway Overview • The Greenway and its fit with Mayo’s Tourist Attractions…. • Where we are now... Building product, developing experiences.. • Case Studies… • New Opportunities.. • What we learnt along the way…. Euro Velo 1 Cycle Route EXISTING CYCLE NETWORK IN MAYO PROPOSED CYCLE NETWORK Proposed network of scale and continuity through idyllic landscapes, nice towns and linking Mayo’s visitor attractions. New Markets: Germany, Holland etc Extension of the Greenway to Clifden / Galway and Belmullet/Sligo Adventure Cycle Bridge GREEN PATROL ACTIVITY SERVICES CENTRES Toilets and Shower Facilities, Customer Services, First Aid / Responders HQ for GreenPatrol Blueway – Pilot Project A trail along the Galway/Mayo coastline that links water recreational activities. THE GREAT WESTERN GREENWAY ~ Strength in Community The Greenway Overview • The Greenway and its fit with Mayo’s Tourist Attractions…. • Where we are now... Building product, developing experiences.. • Case Studies… • New Opportunities.. • What we learnt along the way…. 1996 to 2006 What we’ve learnt …. • Greenway Investment can Go Raibh Maith Agaibh leverage community & private Benwee1996buy in. Create momentum – but needs direction & co-ordination • Work with the energy – others will follow. Huge strength in community. • Greenways can re energise an area – bringing back that sense/pride of place • Encourage to take the initiative / highlight the €€€€€ • Create experiences & packages • Collaboration, collaboration & more collaboration. • Success follows Success .
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