North LEADER Partnership Submission to County Council North Tipperary Tourism Strategy & Action Plan 2012 - 2014

Introduction The current National Development Plan 2007 -2013 positions tourism as a critical indigenous industry with high employment density as well as significant foreign earnings. The income generated by the industry is largely retained in Ireland. At regional level, tourism is also identified as a significant driver of growth and as having the potential to contribute to income generation at a time of downturn in other sectors.

A 2008 Shannon Development discussion paper states that “the industry possess (sic) the capacity ………………………. to help promote regional development at a time when many indigenous sectors face structural and trading difficulties.”1 The Discussion Paper also notes that there is “considerable untapped potential to develop tourism in many areas of the country, particularly around nature and heritage.” 2

Thus, from a tourism perspective, there is significant untapped potential in the overall market and, given its current tourism performance, North Tipperary has particular scope for growth.

North Tipperary County Council is currently leading the development of a Tourism Strategy & Action Plan for 2013 - 2014. A draft strategy is now available for public consultation. This draft strategy contains a vision and plans for the development of tourism in North Tipperary from 2013 - 2014.

North Tipperary LEADER Partnership (NTLP) supports the three strategic objectives of the Plan viz.

The Preparation of this strategy has identified three main strategic objectives all of which seek to increase the number of visitors to North Tipperary. These are as follows:

1. Development of Tourism Infrastructure and Product 2. Tourism Marketing and Promotion 3. Training and Upskilling of the Trade

This submission outlines NTLP’s role in tourism development, followed by comments relevant to each of the strategic objectives.

About NTLP: Our Experience and Learning The LEADER initiative was established by the European Commission in 1991 to support rural communities following reforms to the Common Agricultural Policy. Since then, there have been four LEADER programmes – LEADER I, LEADER II, LEADER+ and the LEADER element of the current Rural Development Programme (RDP).

The county has experienced 21 years of successful community-led local development funded by the EU and the national exchequer through LEADER. Through this, not only have appropriate

1 Shannon Development, 2008, Tourism Strategy for the Shannon Region 2008 – 2013: Discussion Paper p.2

2 ibid p.3

1 representative and oversight structures evolved but high quality learning and analysis has taken place. The evolution of LEADER with its local, national and international variations has influenced and informed tourism projects in North Tipperary.

In the current RDP, NTLP has invested approximately €9.7 million across all programme measures. Beneficiaries include individual promoters, farm families and community groups. All projects are assessed for their potential benefit to rural communities, especially their capacity to increase business opportunities and self-reliance at local level. There is a strong emphasis on creating and supporting connectedness within and between communities and maximizing the effectiveness of community/agency cooperation. Thus, our work sustains and shapes a web of diverse and interlocking relationships that ensures more resilient rural communities.

Of the €9.7 million invested, approximately €4.8 million has gone to support 142 projects, a per appendix 1, that enhance the tourism development of the county including flagship tourism projects, village enhancement, training, marketing and branding.

North Tipperary in particular has relatively low bed night capacity. During the current programme a total of 8 new accommodation projects were supported including 1 hostel, 1 camping caravan park and 6 self catering enterprises. On completion of these new proposals, an additional 26,645 annual bed night capacity will have been created in the County.

Some 23 festival and events received support and ongoing initiative such as the Ireland Reaching Out Programme will build on this investment.

Tourism in the county has also benefitted from other LEADER programme measures such as rural heritage, farm diversification and village enhancement, all of which add to the amenity value of the area.

The LEADER investment has been spread throughout the county and has been used to improve tourism product and training in areas of low economic activity and low demographic vitality. Thus, NTLP has assisted localities that are experiencing decline in traditional activities such as agriculture and supported the creation of new tourism activity, including product development, training and marketing. In the example of , Ballina, and Upperchurch, LEADER has taken an integrated, whole community approach. Investment has occurred on many levels within these communities resulting in economic, social and environmental gains. LEADER investment will ensure that these communities now have the capacity to compete for market share.

The experience of rolling out this programme on the ground places NTLP in a unique position to identify the needs (finance, training, marketing etc) of the individual entrepreneur, community promoters and host communities.

Tourism Infrastructure and Product

NTLP supports the following specific areas of tourism infrastructure and product development:

Development of Trails:

NTLP has been heavily involved in the production of implementation plans for trails in North Tipperary. Co-operation projects between neighbouring counties have yielded valuable community

2 resources such as the Slieve Felim Concept Plan, completed in March 2011 by NTLP and Ballyhoura Development. NTLP has spearheaded the recent redevelopment of the Lough Derg Way and the Ormond Way, the latter being a proposed flagship linear trail for the region. Trail development also includes interpretive work on paths including print materials, trailheads and map boards. Further development work for 2014 and beyond includes inclusion of multimedia elements in the offering. Key to this work is inter-agency and cross-border collaboration.

NTLP has a commitment to increase footfall on trails across North Tipperary, and have employed number of animators and staff to achieve this.

Incentivising a Cluster Approach:

NTLP have encouraged a cluster approach as opposed to stand alone projects within communities. There is commitment to build on existing structures and mechanisms to progress strategic objectives as determined in a number of locally originated plans. The Village Enhancement Initiative which has been rolled out to 10 villages in North Tipperary was a consultative project with high level community inputs. The outcomes of this work include development of village parks, trails, loop walks and other amenities designed to improve the desirability and attractiveness of the destination. Other localities have developed a series of projects in parallel for example in:

Cloughjordan ecotourism, enterprise development, heritage trails and low impact ‘green’ housing; Community Shop and Cafe is Ireland first co-operative shop incorporating a food market, space for sale of local crafts and produce and a point of social contact; Borrisokane’s Community Plan, local switch energy descent programme and e-trade development.

NTLP supports the creation of further clusters and the mobilisation of existing clusters for the development of new tourism product and infrastructure.

Accommodation

Unlike other parts of the Shannon Region, deficits and imbalances remain in tourism accommodation in North Tipperary.3 NTLP, therefore, have committed to undertaking an accommodation needs analysis for North Tipperary, which will inform the development of the successor Rural Development Programme.

Tourism Marketing and Promotion

Collaborative Approach

NTLP is engaged in the development of Festival Networking to increase the purchasing power of community groups in accessing target markets and increasing brand strength.

Marketing Balance – Valuing All Asset Types

Whilst recognizing the necessity of taking a whole-region approach in which flagship projects are highlighted, the overall marketing approach for the county should emphasis the uniqueness of local

3 Cf. NTCC, Draft North Tipperary Tourism Strategy and Action Plan pp.7-8

3 communities and their capacity to provide for diverse visitor markets. This is what makes the distinctive Irish experience.

Ecotourism – Principled Development

Given the pristine quality of the environmental resources in North Tipperary and the growth of the national/international ecotourism market, there is scope to market non-traditional tourism areas and to assist communities to develop their ecotourism resources.

Such ecotourism activities follow the following principles:

Minimize impact Build environmental and cultural awareness and respect Provide positive experiences for both visitors and hosts Provide direct financial benefits for conservation Provide financial benefits and empowerment for local people Raise sensitivity to host countries' political, environmental, and social climate

NTLP is committed to assisting communities to develop and market their resources according to these principles and has used this approach in the development of the Slieve Felim Concept Plan.

Training and Upskilling of the Tourism Trade

NTLP has invested across all programme measures in projects that contribute to the area’s tourism product. Beneficiaries include many who are not traditional tourism operators e.g. farm families, festival operators, community groups and heritage site owners. Such promoters require bespoke training supports both in operating and marketing their facilities. Training needs vary according to promoter capacity and experience. Typical needs include – Enterprise/business acumen, identifying opportunities, turning networking into business etc.

Conclusion

Given the extent of the investment and the learning derived over the past 4 years, as well as the increased community capacity achieved, the contribution and value of the LEADER approach is well demonstrated in North Tipperary. Future objectives should be focused on consolidating these gains and innovating from this strong base where possible.

Prepared by North Tipperary LEADER Partnership

13th February 2013.

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Appendix 1 North Tipperary LEADER Partnership, Summary of Tourism Related Rural Development Programme Investment, 2009-2013 (13th February 2013)

No. Project Title Type of Project Total RDP Grant Investment Amount (€)

Cost 1 Annabeg Self Catering Cottage, Accommodation 106,365.16 53,182.58

2 Kildangan Cottage Self Catering Accommodation Accommodation 81,982.48 61,486.86

3 Tavern Camping & Caravan Park, Ballinderry Accommodation 23,960.26 11,980.13

4 Silvermine Cottages, Paul Fox Accommodation 267,013.33 121,006.66

5 Cloughjordan Eco-Hostel Accommodation 356,472.00 178,236.00

6 self-catering, Phase 2, Tim Young Accommodation 61,208.80 30,604.40

7 Ballymalone More Self-Catering Cottage & Activity Holiday, Paul Conroy, Ballina Accommodation 28,645.38 14,322.69

8 Silvermines Self-catering, Phase 1, Tim Young Accommodation 119,606.30 47,842.50

9 Self Catering Unit with focus on equine industry, Denis Cleary, Accommodation 181,600.00 75,000.00

10 Upperchurch Community Centre, Changing & Showering facilities at Trail Head Community Resource 79,369.00 59,526.75

11 Olympic Athletic Club, Upgrade of Changing & Showering Facilities Community Resource 111,587.96 83,690.97

12 Upperchurch Drombane & District Development Association, Climbing Wall Community Resource 64,813.00 48,609.75

13 Upperchurch Drombane & District Development Association, Purchase of Community Resource 12,360.00 9,270.00 Landscape Equipment 14 Clonmore Village Enhancement, Phase 1 Community Resource 20,448.16 15,336.12

15 Ballymackey Community Centre and Environs Community Resource 155,344.22 116,508.16

16 Public Amenity Space Community Resource 144,547.00 108,410.25

17 Village Civic Space Community Resource 104,079.76 78,059.82

18 Ballina Village Enhancement Works Community Resource 265,836.13 199,377.09

19 Borrisokane Town Park Community Resource 8,075.52 6,056.64

20 Currganeen Improvements Works Community Resource 22,132.51 16,599.38

21 Killeneive Civic Space Community Resource 24,686.26 18,514.69

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22 Woodville Cresent Railway View Amenity Space Community Resource 23,184.01 17,388.00

23 Gortagarry Village Enhancement Project Community Resource 125,788.51 94,341.38

24 Eco Lake Rehabilitation Works, Refurbishment Works Community Resource 120,412.90 90,309.67

25 Ballinderry Community Hall and Environs Community Resource 65,475.00 49,106.25

26 Drom Village Enhancement Initiative, Capital Works Community Resource 86,506.63 64,879.97

27 Community Access & Conservation along the Little Brosna and Lorrha Rivers Community Resource 63,828.99 47,871.74

28 Ballycahill Village Enhancement Community Resource 83,262.75 62,447.06

29 Cloughjordan Village Enhancement Community Resource 139,628.40 104,721.30

30 Village Woodland Path Community Resource 7,522.78 5,642.08

31 Kilcommon Trail Head Upgrade Community Resource 199,950.11 149,962.58

32 Loughmore Community Shop & Tea Room Community Resource 54,033.00 40,524.75

33 Purchase of Health & Safety Equipment to add value to local walks product Community Resource 2,207.86 1,655.89

34 Couraguneen Graveyard, Phase 2 Community Resource 72,748.44 54,561.33

35 Silvermines Village Enhancement, Capital Works Community Resource 75,722.08 56,791.56

36 Drombane/ Aughboy River Enhancement Community Resource 148,567.35 111,425.51

37 Lorrha Development Association, Purchase of Lanscape Equipment Community Resource 4,400.00 3,300.00

38 Borrisokane Community Sports Ground Ltd, Phase 2 Community Resource 176,163.41 132,122.55

39 Village Park Community Resource 46,064.47 34,548.35

40 Rathcabbin Sensory Garden Community Resource 30,550.00 22,912.50

41 Borrisokane Community Sports Ground Ltd, Phase 3 Community Resource 162,555.03 121,916.27

42 Cloughjordan, Village Enhancement Community Resource 158,667.79 118,996.34

43 Ballycahill AED Responder Programme Community Resource 3,665.40 2,749.05

44 Ballinahinch Community Development Association, Purchase of Health & Community Resource 2,447.71 1,835.78 Safety Equipment 45 Friends of the Lake, Community Jetty, Ballina Community Resource 189,363.00 142,022.25

46 Nenagh Arts Centre, 2012-2013 Community Resource 17,560.43 13,170.32

47 The Source Arts Centre, Community Resource 57,398.00 43,048.50

48 Fishing for Tourists, Transnational Cooperation Project, Lapland, Sweden Community Resource 36,804.63 36,804.63

49 Festival Publicity, 'Community Culture', North Tipperary Community & Community Resource 19,599.95 14,699.96

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Voluntary Association 50 A Taste of 2013 Festival 30,696.39 23,016.31

51 Roscrea Beo Festival 2013 Festival 29,698.76 22,274.07

52 Cloughjordan Community Farm Camp 2013 Festival 39,256.91 29,442.68

53 St Patricks Day/ Bop till you Shop Nenagh 2013 Festival 37,813.70 24,354.03

54 Aonach ar Siul Walking Festival 2012 Festival 2,254.01 1,690.50

55 Boru3Peaks 2012 Festival 6,653.20 4,953.20

56 Dromineer Literary Arts Festival 2013 Festival 10,988.95 8,241.71

57 Nenagh Silent Movie Festival (NSFF) 2013 Festival 37,417.56 27,942.54

58 Thurles Halloween Arts Festival 2012 Festival 22,667.47 17,000.60

59 Upperchurch Festivals and Events 2013 Festival 39,856.57 29,892.07

60 Visit Nenagh 2013 Festival 15,966.28 11,422.28

61 St Ruadhans Bicentennial Celebrations, Lorrha 2013 Festival 7,558.66 5,668.99

62 Dromineer Literary Festival 2012 Festival 7,307.40 5,480.55

63 Visit Nenagh 2012 Festival 31,946.59 23,959.94

64 Tipperary Fayre 2012 Festival 12,884.00 6,442.00

65 Nenagh Chamber of Commerce, Winter Wonderland 2010 Festival 12,768.36 6,384.18

66 Cloughjordan Festival 2011 Festival 13,992.67 10,494.50

67 Margaret O'Sullivan Weekend 2010, Killea Festival 16,320.00 12,240.00

68 Margaret O'Sullivan Weekend 2011, Killea Festival 4,448.00 1,760.00

69 Spleodar Community Arts Festival 2010, Nenagh Festival 4,380.07 3,285.05

70 Templemore Natural Heritage Festival 2011 Festival 10,630.00 7,972.50

71 Thurles Halloween Festival 2012 Festival 67,472.50 50,604.37

72 Thurles Summer Arts Festival 2011 Festival 24,009.18 18,006.88

73 Upperchurch Drombane & District Development Association (UDDDA), Research and 10,406.00 9,365.40 Feasibility Development 74 Carrigahorig Village Plan Research and 4,840.00 4,356.00 Development 75 Friends of Dromineer Castle Research and 12,990.26 11,691.23 Development

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76 Templemore Community Eco Lake Project Research and 30,195.31 27,175.77 Development 77 Coach House Cottages, Marketing, Lorrha Research and 4,811.24 3,608.43 Development 78 Borrisokane Tidy Towns 5 Year Plan Research and 19,926.00 17,933.40 Development 79 Curreeny Community Hall Landscape Plan Research and 2,011.06 1,809.95 Development 80 Killea Landscape Plan Research and 2,700.00 2,430.00 Development 81 Aglish Landscape Plan Research and 2,700.00 2,430.00 Development 82 Terryglass Traditional Farm Research and 40,000.00 30,000.00 Development 83 Cloughjordan House Feasibility Research and 27,635.00 20,726.25 Development 84 Patrick Harrington, Feasibility Self Catering, Killoscully, Research and 4,800.00 3,600.00 Development 85 Cloughjordan House Cookery School, Development of tourism product Research and 193,379.00 96,689.50 school, house and garden Development 86 Cloughjordan Cookery School, Marketing and training Research and 6,509.90 3,254.95 Development 87 Ross Jackson, Feasibility on Farm Diverification Research and 8,000.00 6,000.00 Development 88 Kilcommon Pilgrim Walk, Feasibility for Trail Head Research and 4,779.50 4,301.55 Development 89 Silvermines Tourism & Heritage Study Research and 9,619.50 8,657.55 Development 90 Derrynaflan Walkway, Littleton Research and 4,900.50 4,410.45 Development 91 Feasibility to assess viability of upgrading castle, Pierce Duggan, Two Mile Research and 45,000.00 30,000.00 Borris Development 92 Roderick Downer, Marketing for manor house accommodation group Research and 5,951.00 2,975.50 Development 93 Upperchurch Drombane & District Development Association (UDDDA), Research and 7,743.38 5,807.53 Marketing Development

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94 Lough Derg Animator Research and 21,664.00 21,664.00 Development 95 Fesitval & Rural Tourism Animator Research and 65,000.00 65,000.00 Development 96 Ireland Reaching Out, Animator Research and 65,000.00 65,000.00 Development 97 Mid Ireland Tourism Guidebook Research and 3,635.26 1,817.63 Development 98 Re-design of Co. Tipperary Holiday Guidebook Research and 8,016.24 6,012.18 Development 99 Printing of Co. Tipperary Holiday Guidebook Research and 6,448.23 2,115.36 Development 100 Predevelopment work in Developing Transnational Project, Fishing for Research and 7,000.00 7,000.00 Tourists Development 101 Ballina Killaloe Tourist Brochure 2012 Research and 1,240.00 620.00 Development 102 Strategy for Outdoor pursuits, National Research Study Research and 1,835.17 1,651.65 Development 103 Deirdre Murphy, Craft Showcase, Holycross Tourism Draw 110,000.00 55,000.00

104 O'Keeffe Country Homes, Lake Cruising Service, Carrigahorig Tourism Draw 111,550.00 55,775.00

105 Quay Arts, Ballina Tourism Draw 54,496.66 27,248.33

106 McNamara Farm Tours, Killoscully Tourism Draw 43,690.68 21,845.34

107 Pony Trekking - MIchael, Bridget & Sabrina Slattery Tourism Draw 66,638.11 49,978.58

108 Fairymount Farm MTB Bike Trails, Ballingarry Tourism Draw 222,237.08 149,987.81

109 Rockview Stables, All Weather Equine Track, Drombane Tourism Draw 33,545.26 16,772.63

110 Fishing for Kids, Ballina Tourism Draw 49,320.34 24,660.17

111 Pollagh Looped walk, Birdhill Tourism Draw 10,858.14 8,143.58

112 Lough Derg Garden Trail Tourism Draw 9,567.10 4,783.55

113 McDonagh Cultural Heritage Centre, Cloughjordan, Tourism Aspect of Tourism Draw 201,187.56 118,700.66 Project 114 Damer Court Cycles, Roscrea Tourism Draw 20,123.98 10,061.99

115 Arra Angling, Garrykennedy Tourism Draw 50,134.52 25,067.26

116 Upperchurch Drombane & District Development Association (UDDDA), Walk Tourism Draw 13,158.75 9,869.06

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signage 117 Upperchurch Drombane & District Development Association (UDDDA), Tourism Draw 32,188.12 24,141.09 Genealogy/ Tourism Office 118 Upperchurch Drombane & District Development Association (UDDDA), Tourism Draw 24,182.40 18,136.80 Knockalough Walk 119 Upperchurch Drombane & District Development Association (UDDDA), Tourism Draw 4,609.52 3,457.14 Emigrant wall 120 Baydrum Ltd, Lough Derg Luxury Cruising Tourism Draw 244,642.50 122,321.25

121 Curreeny Hedge School Tourism Draw 1,089.00 816.75

122 Farney Castle, Ballycahill/Holycross Tourism Draw 17,026.00 8,513.00

123 Kilcommon Pilgrim Walk Tourism Draw 34,112.76 25,584.57

124 Lough Derg Way Upgrade Tourism Draw 40,000.00 30,000.00

125 McDonagh Cultural Heritage Centre, Cloughjordan, Heritage Aspect of Tourism Draw 137,939.60 81,384.36 Project 126 Upperchurch Drombane & District Development Association (UDDDA), Tourism Draw 4,730.10 3,547.57 Doggie Walk 127 Trail Furniture Upgrade for Slieve Felim Way Tourism Draw 13,767.48 10,325.61

128 Festival Trainining Programme Training 6,325.00 6,325.00

129 Ireland Reaching Out, Training Programme Training 24,061.00 24,061.00

130 Cloughjordan Cookery School Training 2,249.20 2,249.20

131 Tourism Packages Development and Marketing Training Programme Training 27,721.48 27,721.48

132 Bespoke Trail Leader Training Programme, North Tipperary LEADER Training 2,617.50 2,617.50 Partnership 133 Walks Awareness Training Programme, North Tipperary LEADER Partnership Training 9,029.10 9,029.10

134 Slieve Felim Tourism and Recreational Planning Training Training 5,650.00 5,650.00

135 Heritage Training Initiative, North Tipperary LEADER Partnership Training 7,965.00 7,965.00

136 Cloughjordan House Cookery School, Training Training 10,295.00 10,295.00

137 Upperchurch Drombane & District Development Association (UDDDA), Training 1,250.00 1,250.00 Climbing Wall, Volunteer Training 138 Terryglass Emergency Event and Manual Handling Training Course Training 4,360.00 4,360.00

139 Tourism Sales & Marketing Training, Zane Everard, Lisheen Castle Training 9,734.90 9,734.90

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140 Upperchurch Drombane & District Development Association (UDDDA), Training 500.00 500.00 Emigrant Wall, Training 141 Loughmore Community Shop & Tea Room, Training Training 995.00 995.00

142 Holycross Tour Guides Training Training 2,100.00 2,100.00

7,195,584.48 4,834,985.52 Total

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