DRAFT Clew Bay Destination and Experience Development Plan DRÉACHT - Phlean Forbartha Ceann Scríbe agus Eispéiris Chuan Mó DRAFT Version 19 November 2020 Clew Bay | Destination and Experience Development Plan – DRAFT 1 EXECUTIVE SUMMARY Achoimre Feidhmiúcháin Clew Bay Clew Bay, located in County Mayo is a distinctive horseshoe bay that stretches from Achill Island to Destination and Experience Development Plan Inishturk with a unique combination of islands and backdrop of mountains that includes the iconic Croagh Patrick. This is a landscape that has attracted visitors and pilgrims for centuries, leaving many VISION: Extend the season, increase overnight awestruck with its beauty and the harmonious interplay of land, sea and sky. visitation and visitor spend, and attract Tracks and trails cross the landscape and offer the visitor an exceptional opportunity to experience the visitors to engage with the true essence and wildness of the area, to hike and cycle off road for long distances, and to discover the stories of Clew Bay story of Clew Bay while seeking to promote, that stretch through time. The bay itself offers the adventure of sailing through islands and imagining the sustain and enhance the natural and challenges that the legendary Granuaile faced in successfully defending these waters centuries back. The cultural heritage of the region. bounteous nature of all the creativity in arts, crafts, music and food that Clew Bay has to offer today is all the more appreciated when the hardships of the past are sensitively revealed to our visitors. This is a TARGET Culturally Curious region that has much to celebrate, and a story that touches all emotions. MARKETS: Great Escapers Recognising the need for improved development and promotion of the area’s unique features to achieve Social Energisers increased international cut-through, Fáilte Ireland has developed a Destination and Experience Development Plan for Clew Bay. This Plan provides a clear direction towards strengthening and growing DESTINATION Where your Clew Bay moment can be found the destination’s market share through the delivery of hero experiences that seek to maximise the key PROMISE: in the atmospheric harmony between land, strengths of Clew Bay. sea and sky as you follow tracks and trails to become immersed in the region’s timeless The primary target markets for Clew Bay are the Culturally Curious, Great Escapers and Social Energisers: beauty and wildness, its past drama and CULTURALLY CURIOUS GREAT ESCAPERS SOCIAL ENERGISERS tragedy, its creativity of today, and its deep sense of well-being. • Want to learn about Irish • Feel connected to nature – • Socially energetic; young at culture and traditions travel in Autumn and/or Spring heart spanning all age groups THEME Land, Sea and Sky • Looking for authentic local • Seek value for money • Seek fun, social interaction and experiences and local food • Rural touring holidays with a excitement – looking for areas HERO 1. Under Big Skies • Interested in history being promise of local, authentic frequented by the locals and EXPERIENCE 2. Our Fearless Queen brought to life by storytelling communities and activities quirky, spontaneous THEMES 3. Ribs of Our Land and re-enactment • Meeting authentic local people ‘unplanned’ experiences 4. Bounteous Bay • Will venture off the beaten to learn about Irish way of life • Want to visit the top 5. Following Tracks and Trails track – by hiking or biking • Little interest in formal cultural attractions and activities, • Curious to explore natural artefacts e.g. museums particularly if they are presented in an energetic, landscapes/ seascapes, small • Seek an urban-rural engaging and unusual way towns, castles, ancient sites experience, but less interested and historic houses in touristy parts of cities • Professionals with a busy life In addition to focusing on the visitor experience, this Plan is equally cognisant of the need to give full consideration to the other elements of the VICE model which are foundational to this Plan – Industry, Community and the Environment. Getting the balance right is critical in building long-term sustainable tourism, and is a core objective to the actions outlined. Clew Bay | Destination and Experience Development Plan – DRAFT 2 EXECUTIVE SUMMARY Achoimre Feidhmiúcháin This Destination and Experience Development Plan is based on a comprehensive understanding of the CATALYST PROJECTS: strengths, weaknesses, opportunities and threats of the destination and the tourism industry. Clew Bay has a 1. Complete the Clew Bay Trail by extending the Great long history of hosting visitors and has made significant investment in infrastructure that enables the visitor Western Greenway to Roonagh and Keel to experience the landscape. This Plan will build on these achievements, while seeking to gain further 2. Deliver the Western Way off road walking and momentum through responding to its current strengths, weaknesses, opportunities and threats. These are cycling trail project connecting Newport to summarized below. Ballycastle STRENGTHS WEAKNESSES 3. Develop the Planetarium and Observatory for Wild • Nationally significant hiking and cycling trails • Public infrastructure – transportation network services, toilets, parking Nephin Ballycroy National Park • Pristine natural environment and scenic beauty, • Insufficient non-peak season experiences 4. Croagh Patrick – improve the visitor experience including diversity of islands • Lack of funding for development – through addressing path erosion and safety issues, • Distinctive shape particularly in key historical sites and promoting a deeper understanding of the iconic • Croagh Patrick – spiritual asset • Seasonality significance of The Reek and the story of Saint • Wild Nephin Ballycroy National Park and Dark Skies • Trail erosion on Croagh Patrick Patrick recognition • Insufficient investment in marine tourism 5. Secure UNESCO Biosphere designation for the Clew • Rich cultural scape – strong themes • Accommodation – varied needs • Pearl of settlements – diversity of towns and • Sustainability of island life Bay Area villages • Marketing and promotion of Clew Bay as a 6. Develop a regional Granuaile Experience • Recognition for local food, arts and craft, writers, destination 7. Deliver the Signature Discovery Point project at • adventure and well-being Lack of a coordinated regional approach to Keem on Achill Island • Westport – direct rail to Dublin tourism development 8. Develop the interactive Slievemore Heritage Trail OPPORTUNITIES THREATS • Elevation of core themes and stories • External crises – recovery from Covid-19 9. Advance the vision for a 100-berth marina at • Building linkages between local agencies • Vulnerabilities of small businesses Westport • Potential to pursue UNESCO Biosphere designation • Ongoing impact of Brexit • Keem Bay Discovery Point project • Rising insurance costs • Extension of the Clew Bay Trail / Great Western • Currency fluctuations ENABLERS OF SUCCESS Greenway • Air connectivity to Knock Airport A series of actions relating to: • Development of stronger activity hubs • Climate change • Coordinated trail development • Wastewater discharge in coastal areas 1. Governance and leadership • Coordinated approach to environmental • Potential of losing aesthetic and cultural 2. Improving access to and within the region management to enhance outdoor experiences integrity through development initiatives 3. Supporting infrastructure • Westport’s Heritage Town designation • Loss of younger generations • Investment in Westport House and grounds • Availability of staff resources 4. Building capacity and collaboration • Environmental enhancement through sustainability • Environmental impact of visitor increase 5. Strategic planning and sustainability The way forward for Clew Bay is through working collaboratively to develop new experiences and to create 6. Enhancing visitor awareness of HERO experiences a stronger enabling framework. To help achieve this, nine Catalyst Projects have been identified along with a range of supporting recommendations. 7. Animating the destination Clew Bay | Destination and Experience Development Plan – DRAFT 3 Table of Contents Clár Ábhair Disclaimer The following Destination and Experience Development Plan has been prepared on behalf of Fáilte Ireland by a project team comprised of Executive Summary…………………………………………………………………….…… 2 Team Tourism and Boland Marketing. Any representation, statement, Changing times – responding to Covid-19…………………………………….…. 5 opinion or advice, expressed or implied in this document is made in good faith but on the basis that this project team is not liable (whether Introduction…………………………………………………………………….…….………… 6 by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in 1. Setting the scene………………..……………….……………………………………… 9 relation to that person taking or not taking (as the case may be) action The experiences of Ireland……………………………………………………….……… 10 in respect of any representation, statement or advice referred to in this document. The Wild Atlantic Way………………………………………………………………...…… 11 What is experience development?........................................................ 12 2. Key Insights Informing Our Actions….…...……………………………..……. 14 Where are we now? ……………..……………….……………………………………….. 15 The experiences our visitors are seeking.............................................. 16 Strengths, weaknesses, opportunities and threats…….………………..…… 17 Aspirations……………………………………………………………………………………...