Rural Waterford Visitor Experience Development Plan 2021-2023 Visitor Experience Development Plan Visitor Experience Development Plan

Image Credit: Munster Vales Image Credit: Celtic Routes Image Credit: WCCC Image Credit: Munster Vales

Image Credit: Celtic Routes Image Credit: John Foley Images Image Credit: Celtic Routes Image Credit: Celtic Routes

2 3 Visitor Experience Development Plan KPMG Future Analytics Visitor Experience Development Plan KPMG Future Analytics VISITOR EXPERIENCE TableTABLE of OF DEVELOPMENT PLAN ContentsCONTENTS

SECTION ONE Introduction 13

SECTION TWO Destination Analysis 19

SECTION THREE Rural Waterford Visitor Experiences 35

SECTION FOUR Visitor Experience Plan 51

SECTION FIVE Monitoring and Evaluation 67

SECTION SIX Appendix 69

Image Credit: Celtic Routes 4 5 Visitor Experience Development Plan Visitor Experience Development Plan

Participating Executive Summary Regions, Project Partners.

Norway Finland (FI) This Visitor Experience The objective of the Interreg Local Offering specific experiences rooted Institute of Avanced Studies (HU) Cultural Flavours project is to in local history and the preserved Savonlinna Development Services Ltd. (FI) improve policies supporting smaller, Sweden cultural legacy of communities adds Institute of Tourism (HR) Development Plan (VEDP), has more rural areas to fully maximise unique flavours and excitement to Ireland (IE) Waterford City and County Council (IE) Latvia (LV) been funded by the Department the potential of their unique culture the experience of the visitor and and heritage. Attracting tourists to positions these areas as authentic Municipality of Vittorio Veneto (IT) less recognised places can create destinations that can simultaneously Department of cultural heritage, University of Bologna (IT) of Rural and Community UK a more even distribution of tourism sustain the local cultural heritage Piga Planning Region (LV) Development and Waterford while at the same time upgrading the and create better prospects for local Municipality of ‘s-Hertogenbosch (NL) authentic cultural heritage offering. communities. Harghita County Council (RO) Poland City & County Council under Netherlands (NL) the Town and Village Renewal Ukraine Scheme - Covid 19 Accelerated Germnay

Spain Austria The objective of the Interreg Switzerland Measure, and conducted Hungary (HU) Local Cultural Flavours Croatia (HR) Romanio (RO) as part of the INTERREG project is to improve policies Italy supporting smaller, more programme Local Flavours. Black Sea rural areas to fully maximise

the potential of their unique France culture and heritage Greece Turkey

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The Waterford Visitor Experience The Waterford Visitor Experience “The Waterford Development Plan aims to identify existing Development Plan has undergone and potential compelling experiences Appropriate Assessment Screening Visitor Experience that bring rural Waterford to life. It builds by KPMG Future Analytics which has Development Plan on the Interreg Local Flavours ethos determined that proposals will not have a aims to identify M8 of delivering memorable moments to significant environmental impact. visitors. The Waterford Visitor Experience existing and Development Plan also aims to increase potential compelling County Kilkenny the dispersion and numbers of visitors experiences The objective of this VEDP is to: Waterford has an enviable range N24 M9 to the towns and villages of rural » enable rural Waterford of tourism resources. There are Waterford. It seeks to increase tourism that bring rural communities to create and world-class visitor attractions in Carrick-On-Suir revenue in the towns, villages, and tourism promote coherent visitor the county’s urban areas with a Waterford to life.” M8 County Tipperary businesses within rural Waterford in a experiences creating a distinct growing and exceptional offer in Comeragh Uplands M9 sustainable way. It supports a sustainable identity that can be used to drive Waterford City. The focus of this Portlaw rural economy based on low-impact visitor footfall and encourage visitor experience development Waterford Greenway Waterford activity tourism and the harnessing of visitors to tour the areas of plan is upon the rural areas of Passage East Kilmacthomas collaborative investment and support. Waterford not typically included in the county, specifically Waterford a visitor’s itinerary; Estuary, Copper Coast, Comeragh Copper Coast » maximise the touristic potential of Uplands, Gaeltacht na nDéise, and rural Waterford’s cultural heritage the Blackwater Valley. Each of N72 Estuary and assets in a sustainable way to these areas contains communities N72 Stradbally increase visitor footfall, dwell time whose characters and traditions Dunmore East Blackwater Valley Dungarvin and spend; have evolved from the landscape » find creative and innovative within which they are situated, solutions for delivering creating a sense of place unique Gaeltacht na nDéise inspirational and authentic visitor to the rural areas of Waterford. Cork County experiences that will stand out in the marketplace. N25

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Image Credit: Munster Vales Image Credit: Jamie Malone 3 4 Visitor Experience Development Plan Visitor Experience Development Plan

The VEDP for rural Waterford has been informed by Analysis of the current situation within Section Two provides a range of insights: extensive consultation and engagement including » Rural Waterford has a diverse range » 2018 tourism revenue in Waterford » Key opportunities include: creation of tourism assets both tangible was €163m with total visitor of new and enhanced cluster of and intangible upon which to numbers of 797,000. Encouraging engaging experiences in each of the strategic conversations with participants detailed in base existing and potential visitor visitors to urban areas of the county five geographic areas; increasing the experience development. such as Waterford City, Tramore, capacity of tourism stakeholders to » Waterford City and County Council and Dungarvan to explore more engage in cross selling, collaboration Appendix one, and an online survey, with analysis have collaborated with a range of of rural Waterford, thus benefiting and promotion of bundled experiences; key partners playing a lead and communities around the county, and visitors seeking open air destinations catalytic role in tourism development enhancing the visitor experience, is and experiences in Covid-19 context; provided in Appendix two. KPMG-Future Analytics over the last decade. This includes a core focus for this plan. enhancing Greenway and Blueway engagement with Wexford, Wicklow » Key challenges for developing and networks; more industry collaboration; and Carmarthenshire local authorities enhancing visitor experiences in tapping into Ireland’s Ancient would like to thank all those who took part which has in the Celtic Routes project. rural Waterford include access East promotion of rural Waterford » Waterford as a destination must to and ‘visitor readiness’ of some itineraries as a route to market for ensure that it has defined itineraries attractions; a need for more local experiences and maximising the contributed to our understanding of the issues and which are saleable experiences to be collaboration and cross-selling; potential of the rural Waterford food promoted both as part of the Ireland’s lack of accommodation; inadequate offer. Ancient East regional brand, Munster visitor infrastructure; the impact of opportunities for rural Waterford. Vales and as part of Visit Waterford, seasonality as well as the impact the umbrella destination brand for of Covid-19 and Brexit on visitor the county. revenue and visitor confidence.

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Section three focusses on signature Section four outlines how the The Waterford VEDP will be delivered Destination Enabler one: Destination Enabler two: Destination Enabler three: experiences in each of the five Waterford VEDP will be delivered with Enhancement and promotion through a series of actions framed Maximise Destination Potential Reinforce Industry Foundation Engaging Visitors and Media destination clusters in rural Waterford. a series of recommendations and an under three destination enablers: The majority are saleable experiences associated action plan. The Waterford of compelling rural Waterford with other experiences included for VEDP will support the cohesive their potential to engage visitors and to development of tourism in the rural visitor experiences in each increase dwell time. The experiences areas of the county by identifying the include a mix of activities, attractions, opportunities and actions that will character area will deliver Image Credits: Jamie Malone heritage, food, drink and festivals. The encourage visitors to stay for longer, Together these emphasis is on those experiences spend more in the rural communities memorable and inspirational destination enablers that help to bring rural Waterford and have an enhanced experience in will maximise the as a destination to life for the visitor, the rural areas of Waterford. moments, inspiring visitors authentic rural experiences. For each opportunities that of the destination clusters, experience A vision to guide the development to not only share their exist, driving growth in development opportunities have been of visitor experiences in rural visitor revenue accruing identified. In each case this focuses Waterford is articulated, stating: on encouraging visitors into the area exceptional experience with to rural communities, through development or enhancement others but to return, with and enabling visitors to of visitor experiences and access to immerse themselves in the identified hero product. Section three also outlines the significant positive impacts for both local rural Waterford. opportunity and innovation of the new Explore More Waterford app, developed communities and businesses. alongside this plan.

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CATALYTIC ACTIONS

Several actions have the potential 1. Work with Fáilte Ireland to create 6. Reinforce tourism networks, to act as catalysts to drive greater a rural Waterford Experience undertake facilitated discussions, and numbers of visitors to the rural parts Industry Development Programme work with key tourism businesses in of the county. Product and experience approach for high potential each of the five destination clusters development are prioritised as this experiences and provide experience to enhance the experiential offer they is considered essential to building a development support. provide. strong foundation on which to base development and promotion. The ten 2. Develop project proposal concepts 7. Undertake a training needs analysis priority actions include: for visitor attractions across the for tourism providers within each different rural areas. cluster.

3. Undertake an audit of current food 8. Promote and support the Explore experiences to identify year-round More Waterford app as a means of saleable rural food experiences with encouraging visitors to spend longer in growth potential. the rural parts of the county.

4. Support development of a coastal 9. Organise a series of familiarisation corridor as part of a collaborative trips for tourism trade within and initiative with Co. Wexford, to include between each destination cluster. the coast and potential Blackwater Blueway separately, and as part of 10. Work with All Together Now a collaborative initiative with County Festival promotors, and other Wexford. festival organisers, to promote 1-2 day packages for rural Waterford 5. Support appropriate development experience associated with the festival. of coastal and riverside walks.

GAELTACHT

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Several actions have the potential to act as catalysts to drive greater numbers of visitors to the rural parts of the county. Product and experience development are prioritised as this is considered essential to building a strong foundation on which to base development and promotion.

Image Credit: Waterford Garden Trail

11 12 Visitor Experience Development Plan Visitor Experience Development Plan Introduction

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This Visitor Experience Development County Kilkenny Plan (VEDP), has been funded by the N24 M9 Department of Rural and Community Development and Waterford City & Carrick-On-Suir County Council under the Town and M8 County Tipperary Village Renewal Scheme - Covid 19 Comeragh Uplands M9 Accelerated Measure, and as part of the Portlaw INTERREG programme Local Flavours. Waterford Greenway Waterford Passage East This initiative (www.interregeurope.eu/ Kilmacthomas localflavours) launched on August 1, 2019, Copper Coast is an INTERREG EUROPE project financed by the European Union. It is a partnership N72 of 9 institutions and local governments N72 Estuary (including Waterford City and County Stradbally Dunmore East Council) from eight countries, aimed at Blackwater Valley Dungarvin developing and rejuvenating the authentic heritage tourism of rural areas.

Gaeltacht The focus of this visitor experience Cork County development plan is upon the rural areas of the county, specifically Waterford Estuary, Copper Coast, Comeragh Uplands, N25 Gaeltacht na nDéise, and the Blackwater Section One Valley, as indicated in figure 1. N25 Figure 1 VEDP study areas in rural Waterford

Section oneOne 13 Section one 14 Visitor Experience Development Plan Visitor Experience Development Plan

VISITOR EXPERIENCE VISITOR PLAN AIMS AND EXPERIENCE OBJECTIVES DEVELOPMENT

The Waterford Visitor Experience Successful implementation of this Tourism development, marketing and Development Plan aims to identify plan will see increased numbers promotion has seen a transformation existing and potential compelling of visitors (both international and in recent years with a trend, in Ireland experiences that bring rural domestic, staying for longer and and internationally, towards more Product Service Story Narration Waterford to life and enable visitors The VEDP objectives include: ...identify existing and spending more in local communities. experiential tourism, travel motivated Core Product e.g. Attraction, The reason a product can The story of a place or Narration is about to immerse themselves in the potential compelling The wider objective is to create an by the desire to connect with a place, Activity, Scenic Site etc. stand out. This can be pre, people that can make an communicating the culture and landscape of the county; enabling rural Waterford environment within which it is more its culture and people. Memorable during or post visit. experience memorable. identified stories in a interacting with people, engaging communities to create and experiences that bring viable to establish and continue a experiences, or the potential for such meaningful, authentic the senses, and learning its history promote coherent visitor rural Waterford to life tourism business in rural Waterford, experiences, can motivate visitors to Figure 2 Visitor Experience Development Components (Source Fáilte Ireland) and memorable way. and stories of the places. It builds on experiences; and where rural communities within decide to go to one place or another, to the Interreg Local Flavours ethos of and enable visitors to and between each of the five areas remember the visit and recommend a Image Credit: Waterford Garden Trail delivering memorable moments that immerse themselves in Figure 1 are working together visit to others afterwards. A memorable inspire tourists to not only share maximising the touristic and cross-promoting for the benefit tourism experience is inherently their experience with others but also potential of rural Waterford’s in the culture and of all – one Waterford tourism personal, engages the senses, makes makes them want to return. cultural heritage and assets in a landscape of the county; community under the umbrella connections on an emotional, physical, sustainable way; brand of Visit Waterford. spiritual, intellectual or social level and creates a lasting memory. Experiences can include physical attractions but finding creative and innovative also events and activities. Developing solutions for delivering inspiration experiences is about a combination and authentic visitor experiences of natural landscape assets, tourism that will stand out in the products, customer service, and stories marketplace. to create a compelling consumer offer.

Fáilte Ireland’s National Experience Development Framework guide indicates that the development of experiences is about combining product, service, story and narration, as illustrated in Figure 2.

Section one 15 Section one 16 Visitor Experience Development Plan Visitor Experience Development Plan

These components must be delivered Hero products or signature experiences Figure 3 Fáilte Ireland RESPONSIBLE seamlessly and to a high quality in are motivational experiences that deliver Experience Development order to create a memorable experience on the regional brand proposition and Framework EXPERIENCE for the visitor. The key components will encourage international visitors and DEVELOPMENT of the experience development overnight stays. Generally, these comprise framework are shown in Figure 3. Destination Promise a combination of experiences that can be The focus of this VEDP is to identify In implementing this Framework, » Make positive contributions to the story-based, thematic or geographical. a range of signature visitor Waterford City & County Council will awareness and conservation of our This framework envisages different experiences that can be animated commit itself to pursuing the principles natural and cultural heritage; experiences fulfilling different purposes. through an optimal mix of hero, of Responsible Tourism as set out in the » Provide more enjoyable experiences supporting and ancillary products, Cape Town Declaration (2002). In doing for tourists through more meaningful Provide more Key Propositions/Overarching Themes aligned to the Ireland’s Ancient so, we will seek to encourage where connections with local people, and a Supporting experiences are not primary East brand proposition, that will possible: greater understanding of local cultural, enjoyable motivators but provide visitors with a wide encourage visitors to come to the social and environmental issues; experiences for range of choices of things to see and do in area, stay for longer and spend » Minimise negative environmental » Encourage tourism businesses to an area and will serve to retain visitors more while there. and social impacts, while reduce the amount of energy and tourists through in an area for longer. They serve to keep maximising positive benefits; water they use and to reduce the more meaningful people in an area once they have visited Destination Experience Themes » Generate greater economic benefits amount of waste they generate; and are expected to also deliver on the for local people and enhance the » Continually endeavour to ensure that connections with regional brand promise. These are key to well-being of host communities; tourism destinations, products and local people, services are accessible to all people, immersing the visitor in the Hero Product. » Improve training and employment opportunities within the industry; regardless of their physical limitations, and a greater These could include activities, attractions, » Involve local people in decisions disabilities or age; award-winning restaurants etc. understanding of Hero Products relating to tourism that affect them » Engender respect between tourists at the destination level; and host communities, and work to local cultural, social build local pride and confidence. and environmental issues

Supporting Experiences Ancillary Experiences are a range of other experiences which visitors expect any high-quality destination to have, including restaurants, pubs, and accommodation. These must also deliver a memorable and Ancillary Experiences pleasurable experience.

Section one 17 Section one 18 Visitor Experience Development Plan Image Credit: John Foley Images Visitor Experience Development Plan Destination Analysis

2.1 WATERFORD Rural Waterford can truly be TOURISM described as representative of rural LANDSCAPE Ireland at its best.

Waterford has an enviable Picturesque towns and Welcoming and friendly The spectacular Stunning coastline Two of Irelands largest and diverse range of tourism villages people Comeragh mountains including the Copper rivers, the Blackwater resources and associated visitor Coast UNESCO Geopark and the Suir experiences. There are world- class visitor attractions in the urban areas of the county with a growing and exceptional offer in Waterford City. This VEDP is focused on the rural areas of the county, which includes: World-class visitor A wealth of history Vibrant festivals including An exceptional Activities on land attractions such as and culture – including the Comeraghs Wild food offering with and sea including the Mount Congreve one of Ireland’s earliest Festival; the Copper Waterford awarded increasingly popular Gardens and the known settlements Coast Festival, Blue Grass ‘Ireland’s No. 1 Foodie Waterford Greenway, Waterford Greenway Festival at Dunmore East, Destination’ in 2019 walking trails and Blackwater Valley Opera by the Restaurants adventure activity Section Two Festival and the music Association of Ireland companies. festival All Together Now

Section two 19 Section two 20 Visitor Experience Development Plan VisitorImage Credit: Experience Munster Vales Development Plan

Waterford City and County Council Viking Waterford Waterford Waterford The Apple Waterford Dungarvan Lismore have collaborated with a range Triangle Greenway City Urban Crystal Visitor Market Treasures Smarter Heritage of key partners playing a lead Renewal Centre and Travel/Public Centre and catalytic role in tourism Works Showrooms Realm development over the last decade. This includes strategic investment in product and experience development, marketing and infrastructure. Funding has been gained for many key projects in the county, including:

“Waterford City In addition, €1.2m is invested in peoples imagination; with 284,000 “Waterford City and County Council and County Council festivals annually, making the county visitors a year at the last count; Mount have collaborated a more animated place to visit. Congreve has also recently received The focus of this plan is on those significant investment with Waterford have collaborated with a range of key with a range of key rural areas outside of the key urban City and County Council and Fáilte partners playing a centres of Waterford City, Dungarvan Ireland, as joint funding partners, and Tramore; the less visited places successful in an application for funding partners playing a lead and catalytic lead and catalytic that in themselves encapsulate much of €3,726,000 for the development of role in tourism of the essence of the county. While Mount Congreve house and gardens the Waterford Greenway is a Hero under the Rural Regeneration and role in tourism development over the development over product that has captured many Development Fund 2019. the last decade.” last decade.” Image Credit: Celtic Routes Section two 21 Section two 22 Visitor Experience Development Plan Visitor Experience Development Plan 2.2 PROMOTING THE WATERFORD OFFER

IRELAND’S MUNSTER VISIT ANCIENT EAST VALES WATERFORD

Waterford sits within the Ireland’s Ancient There are several themes under Bringing the vision and themes to life will The brand is primarily designed to appeal Visitor attractions, activities and these ranges. A new five-year strategic Promotion of tourism in the county Visit Waterford, which is a membership East (IAE) regional brand destination. The development for IAE storytelling and be new and improved experiences with to the Culturally Curious and Great experiences are promoted as part of tourism development plan, launched in is undertaken by Visit Waterford organisation, have already identified visitor experience is based on Ireland’s interpretation, some more advanced than a focus on memory making, storytelling Escaper customer segments. Despite the wider Munster Vales regional brand 2020, is intended to guide the development (visitwaterford.com), a stakeholder group several campaigns to target International rich built, natural and cultural legacy, others. Some are being re-evaluated, with and experience. National investment the volume of potential visitors within which includes West Waterford, North of Munster Vales as a destination and with a mission to promote Waterford to and domestic visitors to stay in Waterford made accessible and delivered through changes expected 2021. Themes currently in IAE development and marketing is a the Great Escaper segments, Culturally Cork, South Tipperary and East Limerick. support the development of existing the domestic and international market. and created a content bank for members, stories and interpretation at key historical relevant to rural Waterford and the wider significant opportunity for Waterford to Curious visitors are identified as having Munster Vales was established in 2017 as and new visitor experiences within Visit Waterford work with both local which includes new images of the city and sites. The vision for IAE is that “Ireland’s South East include Vikings, Castles and harness; with many tourism products and more potential to deliver for the Ireland’s a destination to encourage and support communities that align with the Munster and national stakeholders for the long- county, along with social and promotional Ancient East will be an immersive Conquests, Tales of Two Worlds, Maritime experiences in the county aligned with the Ancient East region. To grow international growth and economic development in Vales brand and encourage more visitors term strategic development of tourism videos. A new website has also been experience of living culture, breath-taking Gateway, and Sacred Ireland. vision and themes for the IAE brand. The visitors, Waterford as a destination must this rural and mountainous region, which to stay in the area. in Waterford. The objectives of the developed with the support of Waterford landscape and hidden history made goal of the investment will be to transition ensure that it has defined itineraries encompasses parts of counties Tipperary, group include activating the ‘Waterford, City & County Council and can be viewed at remarkable by vibrant communities, local the south and east of the country from which are saleable experiences1, a tourist Waterford, Cork and Limerick, including Where Ireland Begins’ brand, building www.visitwaterford.com. lore and the authentic character of the a transit and day-tripping destination to product that is market ready to include the Comeragh, Knockmealdown, Galtee, awareness of Waterford as a destination, real Ireland”. one that attracts increased numbers of attractions and a tourism offering ready Ballyhoura and Nagles mountain ranges creating targeted promotional marketing international overnight visitors. for promotion overseas. and the communities between each of material, implementing a three-year implementation plan, as well as encouraging and developing collaborative links with tourism providers.

1. A saleable experience is a tourism experience that has gone through a Fáilte Ireland process, which makes it fit for purpose for B2B in the international and national marketplaces.

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2.3 2.4 VEDP, are aligned with and supported by At a county and sub-county level relevant Areas of VISITOR STRATEGIES national policy. strategy includes: competitive advantage MARKET AND AND PLANS The Government recently unveiled Waterford City and County Council’s are deemed PROFILE REVIEW REVIEW its blueprint to transform rural areas Tourism Statement of Strategy and Work to be: across the country entitled “Our Rural Plan 2017-2022. Future”. The policy acknowledges the with In 2018, Waterford welcomed 3% Relevant strategies and plans at a Vibrant Natural Heritage Activities Food and Arts and Hospitality Distinctive significant impact rural tourism has on The Tourism Statement of Strategy city and environment including towns/ and beverage culture, in a variety of guest destinations of the 9.6 million overseas tourists national, regional and local level rural communities and economies and highlights the transformation that has associated ranging from villages and adventure including a contemporary accommodations, such as who came to Ireland (288,000 including current strategic tourism includes measures aimed at helping taken place in tourism in the county over attractions mountains to large houses and including vibrant artisan venues and restaurants, Dungarvan, approximately), spending 1% of planning and marketing plans, were the tourism and hospitality sectors the previous ten years. This includes including the countryside, gardens, with a walking, food production galleries. cafes, bars, pubs, Tramore, the €5.2 billion overseas tourism reviewed as part of background recover after the pandemic. The policy investment in several flagship attractions Waterford coastline and specific action: sailing, industry, with entertainment Ardmore and expenditure in Ireland (€52m research for this study. recognises that tourism growth must in the city as well as the Waterford Viking Triangle. beaches, with “to Identify kayaking, good quality and shopping Dunmore East specific actions suitable projects hill walking, food service opportunities. and Lismore. approximately). be environmentally, commercially and Greenway and flagship festivals socially sustainable in rural areas, and including the West Waterford Festival to: “Harness within Waterford fishing, horse- outlets, two potential of which have the riding, cycling significant Irish residents took 509,000 trips At a national level the National Planning include community and visitor awareness of Food. Amalgamation of the two local the UNESCO potential to and golf. food festivals, to Waterford (5% of the 10.9 million Framework 2040 recognises the and involvement. Waterford City & County authorities in Waterford in 2014 presented Geopark” and complement the and several domestic trips in 2018) spending €111 importance of rural tourism stating Council’s participation in the INTERREG the opportunity to create a unifying “Develop the existing tourism award-winning million (6% of domestic tourism spend). “Rural areas make a major contribution Local Flavours project is based on such destination brand ‘Visit Waterford, Where activity tourism offering”. restaurants. to Ireland’s identity and to overall national principles. The two key projects, this plan Ireland Begins’, launched in 2015. A key potential of Together this means in 2018 tourism development in economic, social, cultural the ‘explore more Waterford’ app projects, focus of the strategy is to build on existing the Comeragh revenue in Waterford was €163m with and environmental terms. Rural areas, are well placed to help sustainable co-operation between public and private Mountains and total visitor numbers of 797,000. including Gaeltacht regions and Ireland’s rural tourism growth in Waterford when sectors to arrive at a ‘whole-of-sector’ Munster Peaks”. inhabited offshore islands, hold much of combined with the “Our Rural Future” approach to tourism. It is also considered Encouraging visitors to urban areas Ireland’s natural resources, biodiversity, rural development policy. important that Waterford City & County of the county such as Waterford environmental qualities and landscape Council recognise and prioritise the City, Tramore, Dungarvan, Waterford and contribute in a unique way to Ireland’s development of those places in Waterford Greenway to also visit more rural culture.”2; and “Tourism has the capacity to that have the potential to deliver best locations, and thus benefiting directly and indirectly sustain communities, economic return on investment. This communities around the county, and create employment and deliver real social ensures the best use of resources and enhancing visitor experience is a core benefits for rural Ireland”.3 Initiatives to encourages visitors to come to the county. focus for this plan. reinforce rural economies, such as this

2. Project Ireland 2040: National Planning Framework, Government of Ireland, 2018, page 68 Image Credit: Celtic Routes Section two 3. Ibid, page 77 25 26 Visitor Experience Development Plan Visitor Experience Development Plan

Key product development Regional collaboration and bespoke » Lismore Heritage Centre, new Opportunity Studies for Blackwater Each study appraises the current opportunities include further initiatives include Visit Waterford, Lismore Castle Experience allows River Valley, Copper Coast and baseline and context for tourism, attractions in the Viking Triangle and Munster Vales, Celtic Routes, Blue Way visitors to see inside the Castle and Waterford Estuary recreation and amenity development the Waterford Greenway. Experiences Development, Destination Training, the lives of the famous people who for the subject area, is a framework being developed at the time of the Welcome Ambassadors, and Support lived there through virtual reality. Tourism studies have been to define community led actions, and plan included Mount Congreve of Local Tourism Information Offices. A » South East Greenway, €8m funding commissioned by Waterford City and is grounded in extensive stakeholder Estate, St. Declan’s Way Pilgrim Path, long-term objective is to develop, brand from Department of Transport, County Council for three of the five and community engagement. Each Munster Vales, Celtic Routes; North and market the South-East coastline as Tourism & Sport for a state-of-the- study areas for this VEDP. These in- describes the development and Quays Development, O’Connell Street, a series of themed on or near water- art 24km cycling and walking route depth opportunity studies include: policy context and provides an Tramore regeneration, and a cliff walk based activities. linking New Ross, County Wexford with overview of the tourism context and in Dunmore East. Specific actions Ferrybank, County Waterford through importance; a detailed socio-economic identified include “Develop a suite of Key rural tourism initiatives, relevant South Kilkenny. profile; description of transport & experiential themes that reflect existing for this study include: » Trails Waterford, an umbrella brand communications infrastructure; tourism bundles”. This is also applicable for a broad range of trails and outdoor Blackwater River and analysis of social, economic, Valley Tourism Action to the rural Waterford area. » Waterford Greenway, potential recreational opportunities with over environmental, political, demographic, Plan 2018-2023; for further experiences such as 30 accredited or approved recreational technological and behavioural With regards to marketing and The Famine Workhouse tour, an trails and trail networks to choose information and trends. promotion, Waterford’s Tourism interactive museum of the rail from across a variety of landscapes Statement of Strategy and Work Plan heritage at the train station in and terrain types. The three studies enable a valuable will align with Fáilte Ireland’s regional Kilmacthomas. Connection of the » Blackwater Blueway feasibility Copper Coast Opportunity assessment of the issues and brand of Ireland’s Ancient East whilst Greenway to the heart of Waterford analysis, consisting of a linear trail, Study 2020-2024; opportunities for each of the areas, continuing to promote the unique and City is another key project with approximately 40km in length, linking which, combined with research and distinct Waterford offering under the €2.65m funding secured. trail head facilities at nine towns and engagement undertaken to inform brand of ‘Visit Waterford, Where Ireland » Mount Congreve, which was villages in the Blackwater valley. this study, provide insights for the Begins’. successful in gaining RRDF funding Waterford Estuary SWOT analysis in section 6 and action of €3,726,000 November 2019 and Opportunity Study plan in section 4.0. This VEDP seeks projected (pre-Covid) to attract 2020-2024; to complement these studies and the 150,000 visitors each year. proposed Comeragh Opportunity Study » Copper Coast Geopark: in the enhancement of existing and enhancement of visitor experience development of new and compelling and product offer. visitor experiences. Similar studies are to be progressed for the Comeragh Uplands area.

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2.5 CHALLENGES AND OPPORTUNITIES STRENGTHS WEAKNESSES

Authentic local food story with Diverse geography across the Heritage towns such as Lismore, Irish language and cultural Visitors mostly focused on Tourism industry in rural Lack of visible accommodation in Issues of seasonality (in tandem strong food offers, tours and county ranging from dramatic Cappoquin, Ardmore, Portlaw. tradition in the Gaeltacht Waterford City & larger urban Waterford not responding to rural areas meaning overnight with Covid and Brexit) impacts on festivals, and Food the Waterford Comeragh mountains, to coast, na nDéise. areas meaning a lack of rural visitor demand for experiential spend opportunity not maximised. viability of businesses. Way network. rivers (Blackwater to the west dwell time. tourism. and Suir to the north), Waterford Estuary and countryside; unspoilt natural landscapes. Natural assets of the area not Inconsistent level of quality of visitor Difficult to attract small tour groups Need for more local stakeholders to entirely accessible or presented in a experiences in terms of how visitor to include the coastal route in their drive development. UNESCO Geopark designation for Scenic drives including the Copper Range of big houses and gardens Range of outdoor activities visitor focussed way e.g. parts of the ready they are. itinerary. Copper Coast Geopark providing Coast and Blackwater Valley Drive including Mount Congreve Gardens, including a significant water- river shore and coastline. networking and promotional acting as a motivator to increase Lismore Castle Gardens, Cappoquin based activity offer in Dunmore opportunities and recognition of dwell time. House and Gardens, Curraghmore East geological importance. House and Gardens, Dromana House Rural Waterford not maximising economic Lack of diverse visitor attractions. Perceived lack of funding for Farmers deterred from allowing more and Gardens. value of major attractions such as experience development amongst local access for walking routes due to Waterford Greenway and River Blackwater stakeholders. insurance concerns. to increase dwell time and dispersion of Promotion of rural Waterford Development of the Waterford Range of walks which enable Accommodation providers visitors throughout the area. experiences as part of Ireland’s Greenway a nationally significant access to the scenery including which offer a range of visitor Ancient East and Munster Vales recreation facility which mountain walks (Nire Valley, experiences working with local Low levels of cross selling and Lack of joint ticketing or cross Competition with neighbouring counties Impact of development diluting the encouraging regional dispersion, encourages visitors to leave the Mahon Falls), cliff walks partners. industry collaboration between selling of attractions, activities, and promoting day trips. traditional culture in the Gaeltacht na tapping into key Fáilte Ireland urban areas of the county and (Ardmore and Dunmore East) and geographic areas. accommodation. nDéise. objectives. access the countryside. St Declan’s Way Pilgrim Path.

Accessibility with proximity to High quality festival and events Villierstown Quay providing The people of Waterford; their Lack of cohesive journeys – few routes Inadequate visitor infrastructure Rosslare ferry port, and urban delivered throughout the destination access to Blackwater River and pride in place and welcoming around the county. e.g. condition of roads, lack of toilets, centres of Waterford, Wexford, e.g. Comeraghs Wild Festival, Copper water-based activities including manner making visitors feel parking, cafes. Kilkenny and Cork; N25 providing Coast Festival, Blackwater Valley canoeing, kayaking, and angling. comfortable. east west access to the county. Opera Festival, All Together Now, Dunmore East Bluegrass Festival. Section one 29 Section two 30 Visitor Experience Development Plan Visitor Experience Development Plan

OPPORTUNITIES

Creation of new and enhanced Maximising stakeholder Engagement with Munster Vales Availability of Fáilte Ireland Range of funding schemes Development of linked network of New ways for visitors to engage Highlighting the cultural offer cluster of engaging experiences engagement in the development of for promotion and development of Covid-19 Safety Charter and available for capital projects Blueways e.g. linking Waterford with the Irish language such as through a West Waterford Music in the five geographic areas. any relevant Fáilte Ireland VEDPs rural Waterford experiences. associated supports. which could be used for to Wexford and Wicklow, and day courses, an Irish language Festival. focussing on coastal experiences, experience development initiatives Blackwater Blueway. walking tour, and musical Blueways etc. including Leader, Fáilte Ireland, concerts with Irish dance lessons RRDF, FLAG, Town and Village in the Gaeltacht na nDéise. Funding, Údarás na Gaeltachta.

Maximise the offer in destination Increasing and promoting Collaboration with neighbouring Engage tourism stakeholders Creation of more river and Consideration of new and Seeking designation of Comeragh More spurs from the West towns such as Lismore, Ardmore environmental enhancement and counties accommodation centres, in on-going development and coastal walks. enhanced immersive visitor Mountains as a national park. Waterford Greenway e.g. linking and Dunmore East with a community engagement through activities and experiences. promotion of the Explore More experiences such as ways to to Lismore and west to County distinctive visitor offer. a sustainable and regenerative Waterford visitor app to raise engage with the hero product in Cork, link to Kilmeaden, Portlaw tourism approach. awareness of the rural Waterford each destination cluster, and ways and Carrick-on-Suir. offer. to better access the hero product for the visitor.

Increasing the capacity of tourism Tapping into Ireland’s Ancient Visitors seeking open air Development of a business Maximising the potential of the Twinning towns and villages with stakeholders to engage in cross East promotion of rural destinations and experiences in network amongst tourism rural Waterford food offer European equivalents. selling, collaboration and Waterford itineraries as a route Covid-19 context. stakeholders including including on-farm food tours, promotion of bundled experiences. to market for local experiences representation on Visit Waterford more visitor experiences in each and to maximise national spend with sub-group for experience cluster, development of a network opportunity. development. of food offers along the Waterford Greenway and combining experiences e.g. Blackwater Gin and Knockanore cheese. Section two 31 Section two 32 Visitor Experience Development Plan Visitor Experience Development Plan

2.6 CONCLUSIONS

THREATS

Lack of co-ordination between Overseas visitors lacking Activity providers facing Lack of signage and visitor stakeholders could mean that confidence to travel. insurance cost challenges. facilities in some areas. opportunities are being missed. Rural Waterford Waterford City Waterford as a 2018 tourism Dispersing visitors Key challenges for Key opportunities has a diverse and County destination must revenue in from honeypot developing and include: creation of range of tourism Council have ensure that it has Waterford was locations such enhancing visitor new and enhanced assets both collaborated defined itineraries €163m with total as Waterford experiences in rural cluster of engaging tangible and with a range which are saleable visitor numbers of City, Tramore, Waterford include experiences in each intangible upon of key partners experiences to be 797,000. Dungarvan, access to and ‘visitor of the five geographic which to base playing a lead promoted both as Waterford Greenway readiness’ of some areas; increasing existing and and catalytic part of the Ireland’s and thus benefiting attractions; a need the capacity of potential visitor role in tourism Ancient East regional communities around for more collaboration tourism stakeholders Pace of international tourism Impact of Brexit on numbers of Lack of awareness among experience development brand, Munster the county, and and cross-selling; lack to engage in cross recovery due to Covid-19 crisis visitors from Great Britain. domestic and international development. over the last Vales and as part of enhancing visitor of accommodation; selling, collaboration and ongoing threat to domestic visitors of the wider offer in decade. Visit Waterford, the experience is a core inadequate visitor and promotion of tourism from national lockdowns. rural Waterford apart from the umbrella destination focus for this plan. infrastructure; impact bundled experiences; brand for the county. of seasonality as well visitors seeking open Waterford Greenway. as impact of Covid air destinations and and Brexit on visitor experiences in Covid-19 revenue. context; enhancing Greenway and Blueway networks; more Image Credit: Celtic Routes industry collaboration; tapping into Ireland’s Image Credit: Celtic Routes Ancient East promotion of rural Waterford itineraries as a route to market for local experiences; and maximising the potential of the rural Waterford food offer.

Section two 33 Section one 34 Visitor Experience Development Plan Image Credit: Waterford Garden Trail Visitor Experience Development Plan Rural Waterford Visitor Experiences

3.1 M8 EXPERIENCES BY County Kilkenny CLUSTER N24 M9

Carrick-On-Suir This section focuses on For each of the M8 signature experiences in each Comeragh Uplands M9 destination clusters of the five destination clusters Portlaw experience development in rural Waterford. The majority opportunities have Waterford Greenway Waterford are saleable experiences with Passage East been identified. In each Kilmacthomas other experiences included for case this focuses on their potential to engage visitors Copper Coast encouraging visitors and to increase dwell time. The into the area through experiences include a mix of N72 development or Estuary activities, attractions, heritage, N72 Stradbally enhancement of visitor food & drink and festivals Dunmore East experiences, and access Blackwater Valley Dungarvin with an emphasis on those to the identified hero experiences that help to bring product. Actions to rural Waterford as a destination develop and enhance the to life for the visitor, authentic Gaeltacht experience offer in each rural experiences destination cluster are outlined in section 4.0 Section Three N25

N25 Section onethree 35 Section three 36 Visitor Experience Development Plan Visitor Experience Development Plan Rural Waterford Experiences Rural Waterford Experiences

COPPER COAST COMERAGH UPLANDS WATERFORD ESTUARY BLACKWATER VALLEY GAELTACHT NA NDÉISE COPPER COAST COMERAGH UPLANDS WATERFORD ESTUARY BLACKWATER VALLEY GAELTACHT NA NDÉISE Hero Product Signature Experiences Beaches, coves and cliffs Comeragh Mountains Dunmore East Blackwater River Irish culture

Be immersed in nature on the Take in the spectacular views on Go forest bathing on Dunmore Walk in the footsteps of pilgrims Take in majestic views of Anne Valley Nature and Wildlife the Mahon Falls and the Nire East Woodland Walk or stroll the on St. Declan’s Way Pilgrim Path Dungarvan Bay and the Walk and take time out on the Valley Trails beautiful Dunmore East Coastal from Ardmore to Cahir and on to Comeragh Mountains on the An Annestown Heritage e-trail Cliff Walk with views to Hook Cashel Coinigéar Walk Head, followed by one of the best fish and chips in the South East in Dunmore East

Experience lush green landscapes Challenge yourself and your bike Thrills on the water with Take in breathtaking views of the Soak it up at Solas na Mara and sea views on the Waterford on the Nire Valley Drop race Dunmore East Adventure Centre coast and discover history on the Seaweed Baths Credit: Patrick Browne Photography Image Credit: Waterford Garden Trail Image Credit: WCCC Image Credit: Munster Vales Image Credit: Celtic Routes Greenway with local bike hire too Ardmore Cliff Walk followed by dinner at the Cliff House Hotel The stunning Copper Coast The diverse Comeragh Uplands Waterford Estuary, a serene The tranquil and scenic Blackwater Gaeltacht na nDéise is the only coastline is home to the UNESCO has something for everyone with and peaceful part of the Valley area stretches from the Irish-speaking region in Ireland’s Discover your inner adventurer Take a hike to Mahon Falls in Sail the Estuary in the wake of Seek your adventure along the Learn cúpla focal at Coláiste na Geopark with diverse rock some of Ireland’s most dramatic, county, includes historic fishing Knockmealdown Mountains past south-east. Here time moves at a with a sea-kayaking trip with the Comeragh Mountains with generations with Traditional coast or along the beautiful Rinne Irish classes and courses formations, and some of the most wild and beautiful accredited communities such as Cheekpoint Mount Mellary and heritage different pace, with magnificent Pure Adventure Muddy Boots tours Boat Charters from Waterford Blackwater with a sea kayak beautiful beaches in Ireland, upland walks with jaw-dropping overlooking the Suir and Barrow villages of Cappoquin, Lismore and views of Dungarvan Bay and the City to Dunmore East or SUP trip with Ardmore with secret coves and mysterious views. For those seeking gentler rivers confluence near Faithlegg Villierstown, all on the Blackwater dramatic Comeragh Mountains. Adventures or even go whale standing stones. The area is also pursuits, Mount Congreve Gardens House Hotel, and Passage East River where several companies Visitors can connect with Irish watching! host to picturesque villages and offers one of the world’s finest with its Wexford ferry link. offer boat and kayak trips. The culture in the villages of An Rinn the popular Waterford Greenway collections and the Waterford & Creadon Head, home to an historic town of Ardmore is host to and An Sean Phobal with Coláiste Get your Vitamin Sea along Get hooked on angling with Stroll with a picnic along the Explore the stunning and Visit the uniquely located Joan which runs through the lush green Suir Valley Railway offers a range early human settlement history adventure companies, the renowned na Rinne, an Irish language college, the 2.5km Bunmahon Beach Clonanav Fly Fishing and expanse of sandy Woodstown historic river with Blackwater Clancy Art Gallery overlooking countryside south of the N25, of tours. For something livelier the and strong maritime heritage, Cliff House Hotel, and the Ardmore offering short courses as Gaeilge. walk and take to the waves with Angling Centre Beach Ecotours or Blackwater Boating Dungarvan Bay where the Copper Coast meets the vibrant Comeraghs Wild Festival overlooks the sandy expanse Cliff Walk, one of the most scenic For those seeking a truly immersive Bunmahon Surf School followed by afternoon tea and a Comeragh Uplands. There are showcases the mountain offer, of Woodstown Strand. Further coastal walks in the country. As experience, Sólás na Mara, in garden tour at Dromana, Tourin opportunities for foraging on the while Curraghmore House, the south, Dunmore East has been well as natural beauty and heritage the fishing port of Heilbhic, gives or Cappoquin House & Gardens coast with the Sea Gardener and for largest private demesne in Ireland, creating life-long memories for including Lismore Castle and the relaxing seaweed baths. For local freeing your creative spirit making provides the venue for the annual generations of visitors who return Lismore Heritage Centre, the area Waterford crystal, Criostal na sand art with the Art Hand on the All Together Now music festival. for the family-friendly beaches, is famous for its food offering with Rinne offers free tours, while Joan beautiful beaches of the coast. seafood, water-based adventure Dungarvan’s West Waterford Festival Clancy’s art gallery has spectacular activities and exhilarating cliff of Food showcasing many Blackwater coastal views. Section three top and woodland walks. Valley artisan food producers. 37 Section three 38 Visitor Experience Development Plan Visitor Experience Development Plan Rural Waterford Experiences Rural Waterford Experiences

COPPER COAST COMERAGH UPLANDS WATERFORD ESTUARY BLACKWATER VALLEY GAELTACHT NA NDÉISE COPPER COAST COMERAGH UPLANDS WATERFORD ESTUARY BLACKWATER VALLEY GAELTACHT NA NDÉISE Signature Experiences Signature Experiences

Free your artistic spirit taking Take time for peace and serenity Get an insight into Estuary way Take an immersive VR tour of Immerse yourself in heritage at See the mysterious standing Meet the rulers of the sky at Enjoy the Minaun and Hurt Relax on the safe and sandy Blue a course with the Art Hand in at Mount Mellary Abbey of life with Waterford Harbour the private Lismore castle at the An Sean Phobal an early stone on Trá na mBó and Mayfield Birds of Prey Falconry Hill walks along the estuary and Flag Ardmore Beach, perfect for Bunmahon, Sand Art with Sean Tides & Tales Lismore Heritage Centre followed Bronze Age court cairn and the view 460 million year old rock at Portlaw between the villages of Passage families. Corcaran and at Adrian Cooke by a trip to the historic Castle only example of its kind in the formations and cliff walls at East and Cheekpoint Classical Art Atelier Gardens and to Lismore Castle southeast. Kilfarrassy cove and beach Arts gallery

Purchase a gift from the Explore culture heritage and Experience live music at the Tour artisan food and drink Enjoy the scenic beauty on the Experience Development Opportunities talented artists and designers activities at the Comeraghs Wild Dunmore East Bluegrass Festival producers including Baldwins Cliff Walk from An Rinn and An at Workhouse Studios in Festival Farmhouse Ice-cream, Sean Phobal Cliff Walk/Helvick Kilmacthomas Knockanore Farmhouse Cheese, Head Barrons Bakery and the Feasibility assessment of Feasibility assessment of Feasibility assessment of Feasibility assessment of the Support Údarás na Gaeltachta Blackwater Distillery enhanced visitor experiences at biodiversity and activity tourism Waterford Estuary maritime and Blackwater Blueway as an on and development of a cultural centre/ the Copper Coast Geopark Visitor experiences along with enhanced early human settlement heritage off water activity route along the hub to include a craft/food Discover history at the Copper Visit one of the great gardens of Take the family on a whale Come to one of Ireland’s most Visit the local shops and bars Centre that includes activity visitor facilities to the Comeragh as interpretive visitor experience Blackwater River. outlet, Irish language classrooms, Coast Geopark Visitor Centre the world at the unique Mount watching trip of a lifetime with captivating events at Blackwater and listen to the local people based and/or virtual reality Uplands attractions. and attraction. interpretative history, café and Congreve Gardens Dunmore Boat Trips or try your Valley Opera Festival in the speaking in Irish access to the underground mine potential for hostel style visitor luck with Dunmore East Angling grounds of experience at the Tankardstown accommodation. Charters site and development of coastal path connectivity along the Discover a community of artisan Tour the largest private demesne Go for a trek with Pallas Tour at your own pace on the Enjoy the peace and serenity of Copper Coast stretch. food producers at Dunhill Eco in Ireland at Curraghmore House Equestrian through countryside beautiful Blackwater Valley Drive this quiet part of the county Park and Gardens in Portlaw which and even on Woodstown Strand also hosts the All Together Now Development of Blueways, Greenways, themed trails, itineraries connecting each of the five destination clusters. Music Festival

Go wild swimming at your choice Take to the saddle with Take a leisurely cruise or hone Take your pick of beautiful of beautiful beaches Cullenagh Stables your skills with South Coast walks at Glenshelane Woods at Sailing aboard the ‘Riptide’ in Cappoquin, The Towers Walk Dunmore East at Ballysaggartmore, and the riverside Lady Louisa’s Walk at Lismore Section three 39 Section three 40 Visitor Experience Development Plan Visitor Experience Development Plan

3.2 EXPLORE MORE EXPLORE BY THEME EXPLORE BY RURAL AREA WATERFORD APP This app will use several visitor- Users of the app will navigate through The app will include pre-set routes Users can also explore by region and, Each of the points of interest or visitor Websites will appear as if contained in The objective of this innovative app is to facing themes, within which all these themes to seek points of interest. available in suggested trips or an option when doing so, will be presented with a experiences can contain: the app and use of the Back button will provide visitors with all the information An innovative online app visitor experiences in each cluster Two themes include sub-themes to plan tailor made itineraries by listing map with points of interest. Users can return users to the app. they need to explore rural Waterford by to engage visitors with the will fall, as shown in table 1. enabling visitors to easily drill down to favourites. Users can search by names then either scroll through these points » images theme or area, encouraging increased Waterford offer, ‘Explore More specific information. Users selecting for specific places included in the app by or click them on the map for more » a summary description dwell time and an enhanced experience of Waterford’, has been developed themes will be presented with a list of clicking on the magnifying glass. information. » detailed description the county. alongside this plan. points of interest and visitor experiences » external links such as a website for that theme.

TABLE 1 RURAL WATERFORD VISITOR EXPERIENCE THEMES THEME SUB-THEME Green and Blue Adventures Walk Waterford Waterford Greenway Wild about Waterford Beaches and Coves

Inspirational Waterford Hidden Gems Creative Arts Spiritual Encounters Festivals

Our Heritage Food the Waterford Way Magnificent Houses and Gardens Family Fun

Section three 41 Section three 42 Visitor Experience Development Plan Visitor Experience Development Plan

BUNMAHON

Section three Image Credit: Jamie Malone 43 Section three 44 Visitor Experience Development Plan Visitor Experience Development Plan 3.3 3.4 WATERFORD TRAILS EXPERIENCE ITINERARIES

It is recommended that a series of Provision of signage is not recommended themed trails are developed linking due to the potential for additional clutter COPPER COAST the five destination clusters. in the landscape and streetscape, with use of logos as outlined in the Waterford These trails should be made Trails Brand Guidelines by local GREEN AND BLUE INSPIRATIONAL OUR HERITAGE FOOD THE MAGNIFICENT HOUSES FAMILY FUN available on the app and focus on businesses, in promotional literature, ADVENTURES WATERFORD WATERFORD WAY AND GARDENS specific themes of: and online preferable. » Be immersed in nature on » Free your artistic spirit » Discover history at the » Discover a community » Walk the Time Path » Go wild swimming at the Anne Valley Nature taking a course with the Copper Coast Geopark of artisan food in The Copper Coast your choice of beautiful and Wildlife Walk and Art Hand in Bunmahon, Visitor Centre producers at Dunhill Geological Garden, in beaches take time out on the Sand Art with Sean Ecopark Bunmahon » See the mysterious Annestown Heritage Corcaran and at Adrian standing stone on Trá e-trail. Cooke Classical Art Atelier na mBó or view the 460 Heritage Waterford » Experience lush green » Purchase a gift from million year old rock landscapes and sea the talented artists and formations and cliff views with Waterford designers at Workhouse walls at Kilfarrassy Greenway Bike Hire from Studios in Kilmacthomas cove and beach Gardens Waterford Kilmacthomas and The » Get foraging with The Greenway Man Bike Hire Sea Gardener Forager at Stradbally and take part in the » Discover your inner annual Ireland’s Ancient Cycle Waterford adventurer with a sea- Foraging Feast kayaking trip with Pure Adventure » Get your Vitamin Walk Waterford Sea along the 2.5km Bunmahon Beach walk Image Credit: Patrick Browne and take to the waves Photography with Bunmahon Surf School Section three 45 Section three 46 Visitor Experience Development Plan Visitor Experience Development Plan

COMERAGH UPLANDS WATERFORD ESTUARY

GREEN AND BLUE INSPIRATIONAL OUR HERITAGE FOOD THE MAGNIFICENT HOUSES FAMILY FUN GREEN AND BLUE INSPIRATIONAL OUR HERITAGE FOOD THE MAGNIFICENT HOUSES FAMILY FUN ADVENTURES WATERFORD WATERFORD WAY AND GARDENS ADVENTURES WATERFORD WATERFORD WAY AND GARDENS

» Take in the spectacular » Take time for peace » All aboard for the Nature » Enjoy a feast in a » Visit one of the great » Take to the saddle with » Go forest bathing on » Gain an insight into farm » Sail the Estuary in the » Some of the best » Take a break at » Take the family on views on the Mahon Falls and serenity at Mount Express tour on the local restaurant after gardens of the world Cullenagh Stables Dunmore East Woodland life at the 300-year-old wake of generations fish and chips in Faithlegg House Hotel a whale watching and the Nire Valley Trails Mellary Abbey Waterford Suir Valley an exhilarating walk at the unique Mount » Meet the rulers of the Walk or stroll the Jack Meades Bar with its with Traditional Boat the South East trip of a lifetime with » Challenge yourself and » Explore culture heritage Railway in the Comeragh Congreve Gardens sky at Mayfield Birds beautiful Dunmore East icehouse, lime kiln, and Charters from Waterford » Viking Irish Dunmore Boat Trips your bike on the Nire and activities at the Mountains » Tour the largest private of Prey Falconry at Coastal Cliff Walk with agricultural museum City to Dunmore East Drinks (tours) or try your luck with Valley Drop race Comeraghs Wild Festival demesne in Ireland at Portlaw views to Hook Head, » Get an insight into Dunmore East Angling » Take a hike to Mahon Curraghmore House followed by one of the estuary way of life with Charters Falls in the Comeragh and Gardens in Portlaw best fish and chips in the Waterford Harbour Tides » Go for a trek with Mountains with Muddy which also hosts the All South East & Tales Pallas Equestrian Boots tours Together Now Music » Thrills on the water with » Experience live music through countryside » Get hooked on angling Festival Dunmore East Adventure at the Dunmore East and even on with Clonanav Fly Centre Bluegrass Festival Woodstown Strand Fishing and Angling » Stroll with a picnic along » Take a leisurely cruise Centre the expanse of sandy or hone your skills with Woodstown Beach South Coast Sailing aboard the ‘Riptide’ in Dunmore East » Enjoy the Minaun and Hurt Hill walks along the Estuary and between the villages of Passage East and Cheekpoint

Section three 47 Section three 48 Visitor Experience Development Plan Visitor Experience Development Plan

BLACKWATER VALLEY GAELTACHT NA NDÉISE

GREEN AND BLUE INSPIRATIONAL OUR HERITAGE FOOD THE MAGNIFICENT HOUSES FAMILY FUN GREEN AND BLUE INSPIRATIONAL OUR HERITAGE ADVENTURES WATERFORD WATERFORD WAY AND GARDENS ADVENTURES WATERFORD

» Walk in the footsteps of » Explore the stunning » Tour at your own pace on » Tour artisan food » Take an immersive » Relax on the safe » Take in majestic views of » Learn cúpla focal at » Immerse yourself in pilgrims on St. Declan’s and historic river with the beautiful Blackwater and drink producers VR tour of the private and sandy Blue Flag Dungarvan Bay and the Coláiste na Rinne Irish heritage at An Sean Way Pilgrim Path from Blackwater Ecotours Valley Drive including Baldwins Lismore castle at Ardmore Beach, perfect Comeragh Mountains on classes and courses Phobal, an early Bronze Ardmore to Cahir and on or Blackwater Boating Farmhouse Ice-cream, Lismore Heritage for families the An Coinigéar Walk » Visit the uniquely Age court cairn and the to Cashel followed by afternoon Knockanore Farmhouse Centre followed by » Soak it up at Solas na located Joan Clancy only example of its kind » Take in breathtaking views tea and a garden tour Cheese, Barrons Bakery a trip to the historic Mara Seaweed Baths Art Gallery overlooking in the southeast of the coast and discover at Dromana, Tourin and the Blackwater Castle Gardens and » Enjoy the scenic beauty Dungarvan Bay » Visit the local shops history on the Ardmore or Cappoquin House & Distillery to Lismore Castle Arts on the Cliff Walk from An » Take a tour of the and bars and listen Cliff Walk followed by Gardens gallery Rinn and An Sean Phobal workshop at Criostal na to the local people dinner at the Cliff House » Come to one of Ireland’s Cliff Walk/Helvick Head Rinne and take home a speaking in Irish Hotel most captivating events hand cut crystal gem » Seek your adventure along at Blackwater Valley » Enjoy the peace and the coast or along the Opera Festival in the serenity of this quiet beautiful Blackwater with grounds of Lismore Castle part of the county a sea kayak or SUP trip with Ardmore Adventures or even go whale watching! » Let fly at the Glenribbeen Lodge Archery School » Take your pick of beautiful walks at Glenshelane Woods at Cappoquin, The Towers Walk at Ballysaggartmore, and the riverside Lady Louisa’s Walk at Lismore Image Credit: Section three 49 Section three Munster Vales 50 Visitor Experience Development Plan Image Credit: Waterford Garden Trail Visitor Experience Development Plan Visitor Experience Plan

VISION OBJECTIVES

Rural Waterford offers visitors the Together these easily accessible Enhancement and enable rural Waterford communities opportunity to find their own space, character areas are united by to create and promote coherent it is a destination that offers respite welcoming people, an exceptional local promotion of compelling visitor experiences creating a and peace for those looking to relax food and drink offer, and opportunities rural Waterford visitor distinct identity that can be used to and escape, as well as exhilarating to engage with people and place, experiences in each drive visitor footfall and encourage adventures on land and sea for those enabling visitors to immerse themselves visitors to tour the areas of Waterford seeking a more active trip. in the story of the county. It is a place character area will not normally included in a visitor’s where each visitor can find their own deliver memorable and itinerary; Each of the five areas that are version of rural Waterford, one that is to inspirational moments, the subject of this VEDP offer their taste, a local flavour. It is a place maximise the touristic potential of exceptionally diverse characters where visitors can unite with friends inspiring visitors to rural Waterford’s cultural heritage ranging from pristine beaches and and family after months apart, one not only share their and assets in a sustainable way to UNESCO designation in the Copper where they can keep discovering. increase visitor footfall, dwell time Coast; rugged mountains, spectacular exceptional experience and spend; views and lush green landscapes in Delivery of the Waterford VEDP will, with others but to the Comeragh Uplands; meandering building on the objectives of the Local return, with positive rivers with historic towns and Flavours project, support cohesive impacts for both local find creative and innovative solutions magnificent houses and gardens in development of tourism in the rural for delivering inspiration and authentic the Blackwater Valley; family fun areas of the county by identifying the communities and visitor experiences that will stand out in and tranquil shores in the Waterford opportunities and actions that will businesses. the marketplace. Estuary; and an opportunity to encourage visitors to stay for longer, experience traditional culture in spend more in the rural communities Gaeltacht na nDéise. and have an enhanced experience in the Section Four rural areas of County Waterford.

Section four 51 Section four 52 Visitor Experience Development Plan Visitor Experience Development Plan

DESTINATION ENABLERS DESTINATION ENABLER ONE: DESTINATION ENABLER TWO: Maximise Destination Potential Reinforce Industry Foundation

The Waterford VEDP will be delivered VEDP Focus: Support development of food and heritage offer of the county. for planned capital grant applications VEDP Focus: Enhancing coordination Waterford Chamber, Fáilte Ireland, Nire Valley Tourism, Dunmore East Fáilte Ireland have recently announced through a series of actions framed an immersive range of experiences The focus on outdoor recreational such as the proposed Áras na nDéise and collaboration within and the Education Training Board (ETB), Tourism and local development groups/ a significant package of supports for under three destination enablers: that animate each destination cluster activity infrastructure further reflects cultural hub and enterprise centre in between destination clusters through Waterford Institute of technology (WIT), Tidy Towns currently operating. Each the tourism industry under their Survive and provide a compelling reason the desire, identified through consumer Gaeltacht na nDéise. This reflects best development of and support for local and Munster Vales. It will be important of these networks need support to to Thrive programme including an

DESTINATION ENABLER ONE: for visitors to spend time in the sentiment analysis undertaken by practice in tourism product and experience tourism networks, ensuring local to encourage buy-in to Visit Waterford varying degrees and together can industry support hub (https://covid19. Maximise Destination Potential rural areas of County Waterford, Fáilte Ireland, for post-Covid holidays. development through the development of representation at county level and through demonstrating the benefits of work on maximising local tourism failteireland.ie/). It is important that driving increased revenue spend and Key infrastructure recommendations a ‘hub and spoke’ approach, whereby a enhancing capacity within tourism membership for the tourism sector in opportunities. The sub-group of the Visit Waterford continues to ensure that DESTINATION ENABLER TWO: enhancing visitor experience. relating to expanding the Waterford hook into the cluster, in the form of a new providers to deliver exceptional the county. Visit Waterford Committee could then tourism businesses are aware of relevant Reinforce Industry Foundation Greenway network as part of the or enhanced attraction, linked to a series experiences. work with a representative of each of supports. 2021 will undoubtedly be Together the initiatives and projects South East Greenway, and the phased of supporting attractions and trails will It is recommended that a tourism these networks, enhancing county level difficult for many tourism businesses, on DESTINATION ENABLER THREE: identified here will help unlock development of a Waterford coast and encourage increased visitor dwell time in The existing Visit Waterford organisation sub-group be formed to work with the representation. top of a difficult year in 2020. However, Engaging Visitors and Media tourism potential. This includes shore walking route in partnership with that area. In return, increased visitor dwell is considered the appropriate entity existing Visit Waterford Committee, consumer sentiment is strong and there animating rural Waterford through local landowners and linked to local time will lead to increased viability for to promote the tourism sector in the with representatives from each of the Several capacity building measures are are reasons to be optimistic for 2022 with These destination enablers in enhancing existing visitor experiences communities, will build on existing new tourism businesses and enhanced county, supported by Waterford City five destination clusters, as well as included in the action plan which include positive consumer sentiment and high combination will maximise the where required, and the identification public investment in such facilities and vitality and vibrancy of rural communities. and County Council, Waterford LEO, Dungarvan, Tramore and Waterford City support for key tourism businesses in levels of savings. It is essential that the existing opportunities, drive growth of opportunities for new paid visitor will add to the array of things to see and to focus on rural tourism issues. In turn each of the five clusters to enhance rural Waterford tourism sector is linked in visitor revenue accruing to rural attractions in each destination cluster do in the county. it is recommended that support be given their experiential offer through targeted to supports available to them in 2021. It communities, and enable visitors area where these will act as a hook to to existing tourism networks. Currently training; provision of information on is also important that tourism businesses to immerse themselves in rural motivate visitors. It is recommended that project proposal each of the clusters are at a different funding and training; identify gaps and in rural Waterford are encouraged to sign Waterford. concepts are developed for at least stage: Gaeltacht na nDéise has a tourism opportunities for linking Waterford up to the Fáilte Ireland Covid-19 Safety The experience development one significant visitor attraction within network already (Comhlucht Forbartha experiences with accommodation Charter to instil confidence in visitors opportunities that have been identified each of the five destination clusters as na nDéise) with a sub-group focusing on providers in hubs within County (https://www.failteireland.ie/apply-covid- for rural Waterford under this theme part of a single commissioned study, tourism projects, Blackwater Valley has Waterford and in neighbouring counties 19-safety-charter.aspx). are aligned to the areas of strategic such as Estuary heritage interpretation, a tourism group as well as the Lismore through an accommodation needs focus identified through the earlier a Blackwater Blueway, Copper Coast Heritage Group; Copper Coast are in the analysis; and working with Munster destination audit and analysis, the Visitor Centre, and Comeragh Uplands process of establishing formal networks. Vales and Fáilte Ireland. exceptional natural environment, visitor infrastructure, as well as support There is no single tourism network for the Comeragh Uplands or Waterford Image Credit: John Foley Images Estuary clusters with Comeraghs/ Section four 53 Section four 54 Visitor Experience Development Plan KPMG Future Analytics Visitor Experience Development Plan

DESTINATION ENABLER THREE: CATALYTIC ACTIONS Engaging Visitors and Media

VEDP Focus: supporting marketing by Visit Waterford is imperative over The Munster Vales Strategic Tourism and promotion of visitor experiences the course of the plan. It is strongly Development Plan 2020-2025 was in rural Waterford to increase visitor recommended that ongoing funding be launched in November 2020. Munster awareness and increase dwell time. sourced to maximise the opportunity Vales includes a large area of west this app presents and to ensure content Waterford and several of the marketing Research and engagement undertaken is continually updated. The Explore More and promotion actions are relevant for Work with Fáilte Develop project Undertake an audit Support development of Support appropriate for this VEDP has identified a wide Waterford app enables itineraries to be tourism businesses in the county. It is Ireland to create a rural proposal concepts of current food a coastal corridor as part development of coastal range of engaging visitor experiences suggested and tailored based on visitor recommended that WCCC continue to Waterford Experience for visitor attractions experiences to of a collaborative initiative and riverside walks. that capture the essence of rural interests. Itineraries that are developed, engage with Munster Vales in the roll- Industry Development across the different identify year-round with Co. Wexford, to include Waterford and can create life-long and that are identified as being of out of actions. Munster Vales has a focus Programme approach rural areas. saleable rural food the coast and potential memories, encouraging the children greatest visitor interest should be on rural tourism and actions that relate for high potential experiences with Blackwater Blueway of today to return, and older visitors promoted on the Ireland’s Ancient East to Waterford businesses may also have experiences and growth potential. separately, and as part of a to recommend visits to others and website and Visit Waterford websites. relevance for other areas of Waterford and provide experience collaborative initiative with to return themselves. Visit Waterford these are identified in the action plan. development support. County Wexford. can provide over-arching focus for the Each tourism business has the potential promotion and marketing of tourism to act as ambassadors for tourism The All Together Now music festival held in rural Waterford. It is recommended in Waterford and many already excel at Curraghmore House near Portlaw that Waterford City and County Council at this. To maximise this opportunity, attracted an audience of 22,500 in 2019. continue to support Visit Waterford it is recommended that a series of This festival offers a significant opportunity Reinforce tourism Undertake a training Promote and support Organise a series of Work with All over the course of the plan. incentivised familiarisation trips for to encourage festival goers to extend their networks, undertake needs analysis for the Explore More familiarisation trips for Together Now Festival tourism trade within and between each visit and to return to Waterford for a longer facilitated discussions, tourism providers Waterford app as a tourism trade within promotors, and other The Explore More Waterford app offers destination cluster are organised, so break, and to recommend visits to others. and work with key tourism within each cluster. means of encouraging and between each festival organisers, significant potential to engage visitors that in-area referrals and a ‘Waterford It is recommended that Visit Waterford businesses in each of the visitors to spend destination cluster. to promote 1-2 day and to encourage them to spend First’ approach is the norm, with and Food the Waterford Way work with five destination clusters to longer in the rural packages for rural longer in rural areas, enabling them businesses encouraging visitors to stay the festival organisers to promote 1-2 day enhance the experiential parts of the county. Waterford experience to have the county at their fingertips longer in the county. A digital provision packages for rural Waterford experiences offer they provide. associated with the and to create personalised itineraries. to provide an opportunity for learning associated with the festival. festival. Promotion and support for this app could also be explored.

Section four Image Credit: Celtic Routes 55 Section four 56 Visitor Experience Development Plan Visitor Experience Development Plan

VISION DESTINATION ENABLER ONE: DESTINATION ENABLER 2: DESTINATION ENABLER 3: Maximise Destination Potential Reinforce Industry Foundation Engaging Visitors and Media Enhancement and promotion of VEDP Focus: Support development of VEDP Focus: Enhancing coordination VEDP Focus: Supporting marketing and compelling rural Waterford visitor an immersive range of experiences and collaboration within and promotion of visitor experiences in rural experiences in each character area will that animate each destination cluster between destination clusters through Waterford to increase visitor awareness deliver life-changing and inspirational and provide a compelling reason for development of and support for local and increase dwell time. moments, inspiring visitors to not only visitors to spend time in the rural areas tourism networks, ensuring local share their exceptional experience with of County Waterford, driving increased representation at county level, and others but to return, benefiting local revenue spend and enhancing visitor enhancing capacity within tourism communities and businesses. experience. providers to deliver exceptional experiences.

Section four 57 Section four 58 Visitor Experience Development Plan Visitor Experience Development Plan DESTINATION ENABLER 1: MAXIMISE DESTINATION POTENTIAL DESTINATION ENABLER 1: MAXIMISE DESTINATION POTENTIAL

ACTION LEAD PARTNERS PRIORITY KPI ACTION LEAD PARTNERS PRIORITY KPI

1.1 Work with Fáilte Ireland to implement a rural Waterford Local Flavours Fáilte Ireland 2021-2023 Waterford Experience 1.4 Review infrastructural requirements and gaps for visitors WCCC 2021 Infrastructural Experience Industry Development Programme approach for Steering group Visit Waterford Industry Development travelling via bus, rail, car, bicycle, boat/ yacht, or with caravans, requirements analysis high potential experiences and provide experience development Programme approach including lay-bys/ passing bays, interpretation sites, parking and undertaken support. implemented charging, locations to stay over-night (camping/ caravan/campervan sites), beach facilities, and storage facilities for canoes and bicycles. 1.2 Develop project proposal concepts for visitor attractions across WCCC Fáilte Ireland 2021-2023 RRDF Project 1.5 the different rural areas. Visit Waterford Proposal submitted Consider a wayfinding strategy for the five rural Waterford areas. WCCC Visit Waterford 2021 Rural Waterford This to include a review of orientation, directional and interpretative Wayfinding Strategy • Feasibility assessment of enhanced visitor experiences at the Fáilte Ireland Blackwater Valley signage provision and effectiveness with a focus on a tiered approach considered Copper Coast Geopark Visitor Centre that includes activity based Tourism Group and the ease of visitors to navigate the county. NTA and/or virtual reality access to the underground mine experience at TII the Tankardstown site and development of coastal path connectivity Comeragh Uplands along the Copper Coast stretch. Tourism Network 1.6 Waterford Estuary Undertake an audit of current food experiences to identify year- Food the Waterford Way LEO 2021 Audit of existing • Feasibility assessment of biodiversity and activity tourism round saleable rural food experiences with growth potential. For and potential food Tourism Network Visit Waterford experiences along with enhanced visitor facilities to the example, targeting development of a visitor experience at producers. experiences undertaken Comeragh Uplands attractions. Copper Coast Fáilte Ireland • Feasibility assessment of Waterford Estuary maritime and early Tourism Network Tourism Networks human settlement heritage as interpretive visitor experiences WIT and attractions. 1.7 Develop a Rural Waterford Food Trail route linking year-round Food the Waterford Way Visit Waterford 2021 Rural Waterford Food • Support the ongoing development of a Blackwater Blueway as food experiences across county and showcase artisan produce. Fáilte Ireland Trail route identified, an on and off water activity route along the Blackwater River. Consider themed elements of a food trail such as a Waterford promotional material This would provide information for water and land-based activities, Whiskey Trail. Tourism Networks developed, detail added and through engaging interpretation tell the story of the industrial to Food the Waterford heritage of the river and its conservation importance. Way website, Visit Waterford website and 1.3 Support RRDF application for new Gaeltacht multi-purpose Údarás na Gaeltachta WCCC 2021 Category 1 application rural experiences app. tourism, ‘Áras na nDéise’, an enterprise and cultural facility to Visit Waterford submitted include exhibition, theatre space with 150-seat performance venue, café, multi-purpose rooms including educational space for delivery of Comhlucht Forbartha courses/training as well as cultural activities, digital hub/co-working na nDéise space, craft and food outlet and 20-bed visitor hostel to Fáilte Ireland Údarás na standard. Gaeltachta, WIT

Section four 59 Section four 60 Visitor Experience Development Plan Visitor Experience Development Plan DESTINATION ENABLER 1: MAXIMISE DESTINATION POTENTIAL DESTINATION ENABLER 1: MAXIMISE DESTINATION POTENTIAL

ACTION LEAD PARTNERS PRIORITY KPI ACTION LEAD PARTNERS PRIORITY KPI

1.8 Support development of a coastal corridor as part of a WCCC Wexford County 2021-2023 Coastal and shore 1.11 Create workshops for visitors to learn the Irish language, Comhlucht Forbartha Visit Waterford 2022-2023 Irish culture workshops collaborative initiative with Co. Wexford, to include the coast Council Blueway development including experiences that integrate the language with music, arts, na nDéise Údarás na Gaeltachta development and and potential Blackwater Blueway separately, and as part of a supported and developed promoted Fáilte Ireland crafts, and photography courses and promote off-season. collaborative initiative with County Wexford to include: Fáilte Ireland Tourism Networks • Enhancing the existing marine recreation facilities and develop 1.12 Support appropriate development of coastal and riverside walks WCCC Visit Waterford 2022-2023 Coastal Path and additional water access resources: to include: Údarás na Gaeltachta Riverside Walk developments supported • Linking marine trails and land trails and heritage sites at the • Waterford City to Estuary connectivity trailhead and in adjacent areas and promote their use; Fáilte Ireland and developed • Estuary Cliff Path extension to Tramore • Animating local and visitor participation through club supports, • Tramore to Dungarvan connectivity along the Copper Coast activity programmes and events; • Dungarvan to Blackwater Valley connectivity to include Gaeltacht • Supporting outdoor recreation activity providers and services. and Ardmore as route options 1.9 Support further development of the Waterford Greenway to WCCC Visit Waterford 2021-2023 Waterford Greenway include planned links to the county border with Cork, links to Cork County Council route network extended Lismore, links to County Tipperary via Kilmeaden as proposed in the Munster Vales Tourism Development Strategy, and to Waterford City Tipperary County Centre. Council Munster Vales Tourism Networks

1.10 Promote and support on-going development of trails linking the WCCC WCCC 2022 Themed trails developed five rural destination clusters and on specific themes of Heritage Visit Waterford and made available on Waterford, Gardens Waterford, Cycle Waterford, Walk Waterford. the rural experience’s Tourism Networks app Tourism providers

Section four 61 Section four 62 Visitor Experience Development Plan Visitor Experience Development Plan DESTINATION ENABLER 2: REINFORCE INDUSTRY FOUNDATION DESTINATION ENABLER 2: REINFORCE INDUSTRY FOUNDATION

ACTION LEAD PARTNERS PRIORITY KPI ACTION LEAD PARTNERS PRIORITY KPI

2.1 Encourage rural tourism business in County Waterford to sign up WCCC Visit Waterford Rural 2021 Tourism businesses 2.5 Work with Fáilte Ireland in ensuring rural Waterford experiences Visit Waterford Rural Visit Waterford Rural 2021-2023 Strong engagement to the Fáilte Ireland Covid-19 Safety Charter to instil confidence Tourism Sub-Group signed up to Covid-19 are captured in relevant policy documents and promotional plans Tourism Sub-Group Tourism Sub-Group in the preparation of in domestic and overseas visitors. Safety Charter relevant Fáilte Ireland Fáilte Ireland Fáilte Ireland policy documents and Tourism Networks Tourism Networks promotional plans

2.2 Form a Rural Tourism sub-group within Visit Waterford Visit Waterford Rural WCCC 2021 Implementation 2.6 Provide ongoing Waterford Destination Training, an event Visit Waterford WCCC 2021-2023 Waterford Destination Committee with clear terms of reference to drive implementation of Tourism Sub-Group LSG group formed where participants receive training in customer care, delivering Fáilte Ireland Training event held this plan and associated actions. This sub-group would work closely the ‘Waterford Welcome’, destination knowledge which includes with the representatives of the destination clusters, Waterford City understanding the importance of encouraging visitors to explore Cluster tourism and County Council (WCCC), and the Local Flavours Steering Group attractions in the Ireland’s Ancient East region as well as locally. networks (LSG). Participants are given information and training on attractions LEO and activities in Waterford, so they can talk about the experience Tourism trade 2.3 Reinforce and facilitate tourism networks where required with Visit Waterford Rural Visit Waterford 2021-2022 Cluster networks formed with first-hand knowledge. Explore potential digital solutions for identified representatives for each of the five destination clusters. Tourism Sub-Group LEADER with key representatives knowledge dissemination. Each group to have a focus on local economic development that identified WCCC benefits all communities in each area. The objective will be to foster Discussions held to 2.7 Provide clear and concise information on available funding and WCCC LEO 2021-2022 Effective information Service provider collaboration and greater engagement in tourism development. encourage collaborative training supports to tourism networks for dissemination to tourism Fáilte Ireland on training and funding visitor experience experience providers in their area to provide a consistent experience supports provided to Work with key tourism businesses in each of the five destination Fáilte Ireland opportunities with 2 offer. Waterford Chamber local tourism networks clusters to enhance the experiential offer they provide and encourage LEO bundled experiences Visit Waterford and disseminated via a collaborative approach to visitor experience development. identified in each cluster the Tourism Team in 2021, 2022 and 2023 in WCCC and their i.e. 10 rural tourism database and on-going bundled offers each year. communications with 10 key account stakeholders. businesses identified in each area that agree to 2.8 Continue to work with rural Waterford accommodation providers Food the Waterford Way Visit Waterford 2021-2023 Increased amount develop/enhance visitor and restaurants to put local food on menus and celebrate local Artisan food producers of accommodation experience offer. produce through highlighting the authentic local stories. providers offering local Accommodation food on menus and 2.4 Undertake a training needs analysis for tourism providers within Tourism Networks LEO 2021-2023 Training needs analysis providers describing producers. each cluster and source new training products where there are gaps ETB undertaken Tourism Networks through working in partnership with relevant education and training providers e.g. ETB, WIT, LEO WIT

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ACTION LEAD PARTNERS PRIORITY KPI

3.4 Work with Fáilte Ireland to create slow itineraries for small Visit Waterford Fáilte Ireland 2021-2023 Fam visit itineraries group operators that showcase the rural Waterford offer. Cluster networks developed for small group tours 2.9 Undertake an accommodation needs analysis to identify gaps and WCCC Tourism Networks 2021 Accommodation opportunities for linking Waterford experiences with accommodation Fáilte Ireland needs analysis study 3.5 Work with Munster Vales to ensure west Waterford and WCCC Munster Vales 2021-2023 Regular engagement providers in hubs within County Waterford and in neighbouring undertaken Comeragh Uplands visitor experiences are included in Munster with Munster Vales counties. Provision of alternative Vales promotional campaigns. team accommodation Continue to support development and promotion of alternative supported accommodation providers e.g. glamping or on-farm accommodation. 3.6 Work with Munster Vales to ensure that specific initiatives WCCC Munster Vales 2021-2023 Regular engagement detailed within the Munster Vales Strategic Tourism with Munster Vales 2.10 Work with Munster Vales to identify optimum means to Visit Waterford Munster Vales 2022-2023 Fee-paying membership Development Plan 2020-2024 that relate to the West Waterford team part of the Munster Vales area are implemented and are progressively grow a fee-paying membership base for Visit Tourism Networks base for Visit Waterford Waterford. increased considered for extension to the wider rural Waterford areas. These initiatives include: Develop handouts/brochures for accommodation providers – Experience Munster Vales in 2hrs, 4hrs, 6hrs, 2 days in collaboration with tourism providers Provide range of saleable experiences on the Munster Vales website e.g. bundles of accommodation, activities and experiences with DESTINATION ENABLER 3: ENGAGING VISITORS AND MEDIA payment made by link to each service provider.

ACTION LEAD PARTNERS PRIORITY KPI 3.7 Explore potential for digital discovery points or similar at key WCCC Visit Waterford 2022-2023 Digital discovery points locations within each cluster area to encourage visitors to find Fáilte Ireland concept reviewed out more about things to see and do in the area and opportunities to engage with the local community and heritage. Locations selected should be aligned to the orientation, interpretation and wayfinding 3.1 in the promotion of tourism WCCC Visit Waterford Visit Waterford Continue to support Visit Waterford 2021-2023 strategy and should cluster services and facilities. in County Waterford. supported 3.8 Organise a series of familiarisation trips for tourism trade within WCCC Cluster networks 2022-2023 Familiarisation visits 3.2 Promote and support the Explore More Waterford app as a means Visit Waterford Cluster tourism App supported and 2021-2023 and between each destination cluster, so that in-area referrals and undertaken promoted of encouraging visitors to spend longer in the rural parts of the networks a ‘Waterford First’ approach is the norm and explore the potential county. Tourism trade development of a digital information learning platform.

3.3 Promote the series of itineraries for each destination cluster as Visit Waterford Cluster tourism 2021-2022 Series of rural Waterford 3.9 Work with All Together Now Festival promotors, and other Visit Waterford Event Promotors 2022-2023 Packages developed part of Explore More Waterford app and promote on the Ireland’s networks itineraries developed festival organisers, to promote 1-2 day packages for rural Food the Waterford Way for All Together Now Ancient East website and Visit Waterford websites. Waterford experiences associated with the festival. festival

Section four 65 Section four 66 Visitor Experience Development Plan Image Credit: Jamie Malone Visitor Experience Development Plan Monitoring and Evaluation - Methods of Measuring Success

METRICS OF SUCCESS

In identifying metrics of success, Number of new Increase in visitors to Volume of saleable Number of businesses Number of downloads a key consideration is that experiences local tourist information experiences bookable with online booking of Explore More revenue growth over volume developed over 3-year offices online capability Waterford App implementation period growth should be prioritised.

Increase in number Revenue growth in Use of anonymised of tourism businesses key visitor attractions phone and bank data engaging in participation providing data to Fáilte to measure footfall, in tourism networks Ireland. nationality and heat in each of the five maps Section Five destination clusters.

Section five 67 Section five 68 Visitor Experience Development Plan Image Credit: Jamie Malone Visitor Experience Development Plan

Appendix one: Consultees What one thing do friends and relatives love about your area? KPMG-Future Analytics would like to thank those who participated in strategic conversations to inform this plan. This includes:

• Local Flavours Steering Group • Waterford City & County Council - Rural Economic Development Department • Waterford City & County Council – Tourism Team • Visit Waterford • Fáilte Ireland • Blackwater Valley: respondents highlighted the ease of access to the • Waterford LEO mountains, ocean and river, the scenery and natural beauty of the area, the • Waterford LEADER Partnership CLG sense of an unspoilt natural landscape and the friendliness of the people. • Waterford Chamber of Commerce Activities were mentioned including a range of different walks and wild salmon • Dungarvan and West Waterford Chamber of Commerce fishing opportunities. • Lismore Heritage Centre • Waterford Estuary: key aspects of this area that were thought to appeal to • Food the Waterford Way visitors were the peace and quiet, the beautiful unspoilt coastline around • Comhlucht Forbartha na nDéise Dunmore East, the coastal walks and panoramic coastal landscape. The • Waterford Tides & Tales friendliness of locals, the availability of outdoor activities and the woodland • Curraghmore House and cliff walk at Dunmore East were also mentioned. • Copper Coast Geopark • Comeragh Uplands: respondents highlighted the sheer beauty of the scenery • Údarás na Gaeltachta ranging from mountains to the countryside. Opportunities to access this • Fisheries Local Action Group (FLAG) scenery including walks and the Waterford Greenway were important. The proximity to mountains and beaches, outdoor pursuits, peace and beauty were all positives. Appendix two: Key Points from Online Survey • Copper Coast: key aspects that appealed were thought to be the dramatic An online survey was issued in October-November 2020 which attracted 48 responses, coastline and scenery, the views of the Comeragh mountains, the drive along 19 of which were from the Blackwater Valley area, 9 from the Waterford Estuary, 5 from the coastline and the Anne Valley Walk. Comeragh Uplands, 5 from the Copper Coast, 4 from the Gaeltacht na nDéise, 1 from • Gaeltacht: aspects of this area that were highlighted include the scenery Tramore (not in the study areas) and 1 respondent from County Wexford. A summary of and natural beauty of the coast, the Irish language and music, country roads, Appendices the response is provided below which provide a range of insights. coastal drive and Mine Head lighthouse.

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What opportunities are there to either enhance existing or Are any experiences missing from your area? What do you develop new experiences in your area? think visitors would like to do but cannot?

• Blackwater Valley: respondents highlighted two clear areas; the first being to classes/workshops, on farm accommodation and table d’hôte; more guided trails/ • Blackwater Valley: Several respondents mentioned the need for more marketing between areas was a key point. The opportunity to develop the Tannery encourage collaboration, with tourism related businesses offering visitors a package hikes with the linking the three different areas off the Nire Valley, The Araglin accommodation in the Blackwater valley area, and the need for more investment site and associated Curraghmore House was thought to be of significant potential, that includes a mix of heritage, food and entertainment i.e. more cross-selling. The Valley and The Comeraghs Lakes; and horse trekking. The Portlaw tannery site, in walking and cycling trails including a riverside walk, linking the area to the with potential to develop a similar family adventure attraction to Castlecomer second area focusses on infrastructural enhancements such as development of a the original cotton mill site, was considered to offer potential as a family play park, Waterford Greenway i.e. Dungarvan to Lismore, and for extension of the Ardmore Discovery Park in Kilkenny. One respondent said that more people are seeking to Blackwater Blueway, extending river walks, better parking (Ardmore), enabling better enabling direct access to Curraghmore House from the square in Portlaw. There was Cliff Walk to Goat Island (“then we could proudly boast to having the best cliff walk take their holidays in remote and quieter area to disconnect from the modern world recreational access to the river, and enhancing the Ardmore-Curragh walk. Ensuring thought to be an opportunity link Portlaw to the Waterford Greenway using existing in the country”). There are opportunities to develop a riverside wetlands experience and reconnect with themselves. “So people would probably be more interested in tranquillity and reducing environmental impacts on the river was thought to be paths near the town. One respondent suggested an app that provided visitors with including birdwatching. One respondent indicated many visitors would like to meet reconnecting with more basic pleasure: like buying some milk directly from the important e.g. separating noisy watersports such as jet-skis and water-skiing by information on activities, food and accommodation in the area. local people and this could be facilitated by for example linking nature lovers with a farmer, seeing how the farmer milk his cows, understanding how he makes the allocating a section of the river for this type of activity. • Copper Coast: Echoing the views of respondents from Blackwater Valley the need local bee keeper and afternoon tea in a local cafe using local produce; a walk to the cheese and buy a piece of his cheese. Go to a farm to collect freshly laid eggs for • Waterford Estuary: respondents provided a range of very clear suggestions that are for collaboration to offer several experiences as a package was highlighted, as was local ice houses in Youghal explaining the history of ice production and the export of your morning breakfast and learn how to cook “pain perdu” (the authentic “French primarily infrastructural. These include enhancing trails such as the estuary walk development of a business network. Suggestions included an underground mine salmon from the Blackwater river when the town was a major port; meeting a local toast”!), walk along the Comeragh with a tour guide who explain you all the stories from Waterford City to Tramore via Dunmore and Passage, provision of a community experience, a coastal walk. Better toilet and parking facilities and more marine crafts person and see how they produce their craft. past and present of the local men and woman of the Deise. All great experiences, all coffee shop, hostel, activities centre and parking enhancement. Belle Lake was based activities. Prehistorical Waterford - a trail could be developed. • Waterford Estuary: Most responses seemed to reference Dunmore East and the great memories.” mentioned as a potential activity centre, building on activities already in Dunmore • Gaeltacht na nDéise: Two key opportunities were thought be the development of need for more diverse accommodation, more outdoor entertainment in summer • Copper Coast: respondents mentioned the need for more accommodation and East. There was thought to be potential for an interpretative centre acting as a a coastal cliff walk between An Rinn and An Sean Phobal, and the opening of Mine months, and enhanced walking and cycling trails. There was a suggestion for a food options. Opportunities were thought to include a coastal walk the length of the hub for the Waterford Estuary telling the story of the wildlife and seafaring history. Head Lighthouse to the public. There was thought to be a need of a physical focal pleasure touring boat linking communities and a cliff top walk between Dunmore county, and a mining experience similar to Gold Reef City in South Africa. Concept of a Maritime Gateway is of importance. point for the area with development of a cultural/visitor experience centre thought to East and Tramore via Brownstown Head and a footbridge across the estuary linking • Gaeltacht na nDéise: Key opportunity was thought to be development of a cultural • Comeragh Uplands: protection of the natural landscape was thought to be essential be supported by Údarás na Gaeltachta who own a site in the heart of the community. to Tramore Strand. centre in the Priests House with a café/art studio/craft shop/digital hub. This could with designation of the Comeragh Mountains as a national park thought warranted. • Comeragh Uplands: as with other areas several respondents cited the need for act as a community focal point where the local community and visitors can interact Key opportunities were thought to be on farm food tours, with farm to fork culinary more accommodation, another highlighted that accommodation would not be naturally, and through which a programme of events can be delivered. In addition, provided without more experiences. The need for better communication and cross- development of a camp site, playground, cliff walk and walking/cycling routes were thought to be opportunities.

Section six 71 Section six 72 Visitor Experience Development Plan Visitor Experience Development Plan

What are the key challenges for developing new or existing Are there any opportunities in your area for combining Waterford is a county of rich cultural heritage; music, dance and song are experiences in your area? experiences together e.g. food and activity? very important traditions to the people of Waterford. How could these unique experiences be brought together to attract more visitors while preserving • Blackwater Valley: There were only a few suggestions with some respondents natural heritage? highlighting that this is already done with some operators e.g. water-based activity • Copper Coast: support for rural festivals such as a Copper Coast Festival and tour companies and some large houses e.g. Dromana. Munster Vales was also Comeragh Wild Festival was thought to be important. Cultural heritage was mentioned for their work on itinerary development. thought to be very much alive in the archaeological experience of the Copper • Blackwater Valley: Key issues were perceived to be a lack of funding for experience • Waterford Estuary: Some strong ideas included development of a food trail Coast Geo Park offering demonstrating the working lives of those in the development, lack of coordination and collaboration, lack of awareness from Fáilte incorporating Blackwater Gin and Knockanaore cheese; bundles between adventure copper mines at the time. Ireland/WCCC/local tourism offices of the offer and potential of Blackwater valley activities, family meals in local restaurants in Dunmore East and accommodation; • Blackwater Valley: suggestions included enhancement and provision of venues; • Gaeltacht na nDéise: There was thought to be considerable potential around area, competition with other areas offering day trips. a central hub to let visitors know about offers; more cycle trails combined with better networking and promotion, particularly on social media; twinning towns and music and storytelling in Gaeltacht na nDéise: “our USP is the Irish language • Waterford Estuary: Key issues were thought to be lack of coordination for accommodation. villages with European equivalents; bundled visitor experiences promoted by tourism and our status as a Gaeltacht area. Combining the Irish language with the development, serial objectors to development, inadequacy of local infrastructure • Comeragh Uplands: there were thought to be opportunities to develop a network of businesses and Fáilte Ireland; a West Waterford Music Festival; and learning from rich literary, storytelling, music and song traditions contained within the including roads and parking and lack of available funding. food offers along the greenway; and relocation of the Portlaw heritage centre in a other countries. language gives us the potential to offer the ‘culturally curious’ a unique and • Comeragh Uplands: challenges were thought to be lack of funding, planning laws, newly developed Tannery site to include a coffee shop and local produce shop. • Waterford Estuary: A strong suggestion, related to culture but not music, was that authentic experience. This is what makes this area an attractive destination farmers deterred from opening lands for walking due to insurance issues. More • Copper Coast: ideas for experience development in the Copper Coast area included “The estuary also has major potential for exploiting the outcome of a WIT led FLAG for visitors. A physical focal point acting as a centre of gravity for the local positively one respondent indicated that “Portlaw has formed a development group sand art/kayaking & surfing lessons; food/mountain hiking/water-based activity; South East project building on the research work of the late Noel McDonagh on the community and the visitor experience, with suitable facilities and a regular in the town known as the Portlaw Community Forum, comprising members of all guided tours on history and geology; and a coastal forage followed by lunch, Rocky archaeological finds at Creadon Head on the earliest settlements found there - this programme of events is vital to providing this experience for visitors”. voluntary groups. This group, with the proper training could lead any development Shore Safari, beach picnic and cookup on the beach. linked to other historical sites on both sides of the estuary has huge potential”. Other which maybe of a commercial nature”. • Gaeltacht na nDéise: suggestions include a craft yard at the old priest’s house with suggestions included encouraging street art and performers in summer months in • Copper Coast: key issues were thought to be the difficulty of attracting small tour facilities for small food producers and a coffee shop on site; and local activities in the Dunmore East; and more music festivals in the town. groups to include the coastal route in their itinerary, access to funding and lack of area during the West Waterford Festival of Food; others included an Irish language • Comeragh Uplands: The Comeraghs Wild Festival was highlighted as representative energetic stakeholders. walking tour and musical concert with Irish dance lesson. of this type of experience and so should be supported; supporting live music in • Gaeltacht na nDéise: key issues were thought to be the lack of a fit-for-purpose pubs was thought to be essential with recommendations including small transport cultural space/focal point, obtaining landowner cooperation for facilitating coastal arrangements to enable visitors to travel between pubs and accommodation, and walks, preservation of the Irish language and road improvements. support for a pub venue for a 6-month period to encourage live music to establish demand.

Section six 73 Section six 74 Visitor Experience Development Plan KPMG Future Analytics Visitor Experience Development Plan KPMG Future Analytics VISITOR EXPERIENCE TABLE OF DEVELOPMENT PLAN CONTENTS

Prepared by:

1 Stokes Pl, St Stephen’s Green, Saint Kevin’s, Dublin 2, D02 DE03

SectionImage Credit: five Celtic Routes 75 Section five 76 Visitor Experience Development Plan

Rural Waterford Visitor Experience Development Plan 2021-2023

Section five 77