Final Draft Action Plan 2019-2023 In partnership with Produced By Limerick Tourism Development and Marketing Strategy 2017-2023 2 Lough Gur Lake & Grange Stone Circle Limerick Tourism Development Strategy Action Plan 2019-2023 Limerick Tourism Development and Marketing Strategy 2017-2023 2 Contents 1.0 Introduction 4 3.0 Unlocking Potential 18 1.1 Limerick Toursim and the Landscape 4 3.1 Overview 18 1.2 Purpose of this study 4 3.2 Four Key Drivers 20 1.3 How the strategy was developed 4 4.0 Gearing up for Delivery 32 1.4 A Roadmap for Success 6 4.1 Leadership, coordination and Collaboration 32 2.0 The Ambition 14 4.2 Making Vital Connections 35 2.1 The Vision 14 4.3 Roadmap for Delivery 32 2.2 Objectives 16 2.3 Targets (in summary) 16 3 Limerick Tourism Development and Marketing Strategy 2017-2023 River Shannon – Thomond Bridge & King John’s Castle Limerick Tourism Development and Marketing Strategy 2017-2023 4 1.0 Introduction 1.1 LIMERICK TOURISM LANDSCAPE City, and the maritime heritage of the Shannon River and estuary. 1.3 HOW THE STRATEGY WAS Aside from the natural and physical assets that make Limerick The Limerick Tourism Development Strategy comes at a time of DEVELOPED a great place to visit, there is an authenticity to the place that is great optimism and significant transformation in Limerick. This most evident in the personality of its people and their approach is evident in the drive and ambition of the many organisations The strategy was developed following a detailed analysis of to life. Limerick also benefits from a highly strategic location with working within the tourism sphere across the entire area. It the county’s tourism offer, developed through comprehensive Shannon Airport on its doorstep, excellent road and rail links to follows on from the success of Limerick’s reign as the European research of the tourism environment and involving a review the wider region, and its position as a pivot point between the City of Sport 2011 and the National City of Culture in 2014, and of all available tourism information. This involved a wide Wild Atlantic Way and Ireland’s Hidden Heartlands. the potential of plans such as Limerick 2030: Economic and range of sources, including: Fáilte Ireland, Limerick City Spatial Plan for Limerick to transform the City of Limerick into and County Council, tourism attractions’ own records, and one of Europe’s greatest urban centres and to develop major direct conversations with tourism product providers and key transformational sites across the City and County. stakeholders across the county. Strategic conversations were 1.2 PURPOSE OF THIS STUDY held with several key stakeholders across the city and county Recent investments in the tourism sector including the €172 to gain further insights on the character of visitor experiences, Tourism is a critical pillar of the Irish economy generating over million investment in Adare Manor and Golf Course and the information on the resource or attraction and the potential €8.8 billion in total revenue in 2017. The sector supports in proposed €10 million investment in the proposed Engage for collaboration and future growth (a list of consultees is also the region of 205,000 jobs, and with the success of experience Rugby Experience museum have added to the sense of energy provided in Appendix 1 of the associated Situation Analysis propositions such as the Wild Atlantic Way and more recently, and excitement around Limerick’s tourism industry. These Report). Consultation was also carried out with members Ireland’s Ancient East and Ireland’s Hidden Heartlands, the achievements and other accolades such as Limerick's Purple of Limerick Public Participation Network (PPN). Four public strong growth experienced in recent years is expected to Flag status have fostered a renewed energy and sense of pride in workshops were held across the county - Adare, Templeglatine, continue. On a county level, overseas and domestic tourism to Limerick people throughout the city and county. Kilmallock and Limerick City. The workshops brought together Limerick generated an annual revenue of over €307 million with voices from across the county in a range of sectors of relevance close to 931,000 visitors to the county in 2017. The Limerick has so much to offer as a tourism destination. The to tourism and highlighted the wealth of knowledge and sector is hugely important to Limerick, yet comparatively the forests and mountains, rivers and lakes of rural Limerick provide experience held by local people throughout the county. county is underperforming, particularly so in relation to tourism a tranquil setting for the many nature-based activities on offer Furthermore,Limerick benefits from a wide network of tourism hotspots and neighbouring counties. such as mountain biking, walking, boating, and fishing. Music agencies and actors. These organisations and the support of local and drama, arts and creativity abound throughout Limerick as communities are vital to the success of this county wide strategy, The purpose of this tourism strategy is to provide a clear direction showcased in the diversity of events and festivals that take place and it will be essential to gain their support through active and enabling framework for a cohesive and integrated approach across the vibrant City, and in the county’s many towns and participation in delivery. to tourism development and growth in Limerick. villages. Limerick also shines as a sporting centre with world Priority themes and associated transformational class facilities and an infectious enthusiasm for all things rugby A detailed Situation Analysis Report accompanies this strategy. actions are proposed providing a framework to drive forward and GAA. Physical remnants of the past are everywhere. These This outlines the baseline analysis and context that the sector so that Limerick can rival the success of neighbouring range from the prehistoric stone circle at Grange on the shores of underpins the priority themes and associated transformational counties as a premier tourism destination, and deliver Lough Gur, to the historic strongholds of King’s Island, Kilmallock actions that are proposed in this strategy. widespread benefits to the local economy and communities. and Askeaton, to the architectural heritage of Georgian Limerick 5 Limerick Tourism Development and Marketing Strategy 2017-2023 Establishing the themes four strategic themes Consultation community, organisations, stakeholders, Baseline Analysis tourism and Review providers etc. assets, attractions, performance, Targeted Actions potential that can be measured and monitored Framing the ambition the vision Delivery of the Tourism Strategy Figure 1 Limerick Tourism Development and Marketing Strategy – The Process Limerick Tourism Development and Marketing Strategy 2017-2023 6 1.4 A ROADMAP FOR SUCCESS The delivery of this the vision for the future of tourism in With a sustained commitment to successfully deliver City and County will reach 1.1 million, generating €360.6 million Limerick, as outlined in this strategy, will be achieved through the thematic action programmes and to set in place the in revenue and creating in the region of 1,500 new jobs in the the implementation of a series of actions formed around four recommended management structures to support its delivery, tourism sector. key themes. These are designed to optimise the potential of it is envisaged that by 2023 total number of visitors to Limerick the waterways (Into the Blue), activities (Energy Unleashed), heritage (Vibrant History), arts and culture (Alive and Kicking). 1. What do we want? 2. What is our current 3. How can we optimise what 4. Who needs to be position? we have and successfully involved and when? grow the sector? Section 2.0 The Ambition Situation Analysis - the story of tourism in Section 3.0 Unlocking the Potential Section 4.0 Gearing up for Delivery • Objectives Limerick so far Four Key Drivers: Leadership, connections, marketing, • Targets A separate Situation Analysis report available 1. Into the Blue roadmap for delivery at www.limerick.ie looks at the tourism base • A vision for tourism in Limerick 2. Energy Unleashed of Limerick including, 3. Vibrant History Section 5.0 Monitoring and Evaluation • Building on the good work done – the wider policy context 4. Alive and Kicking Monitoring and measuring progress • The key ingredients – an overview of the current tourism base (place, attractions, events, profile) • Performance and Potential – the current performance in terms of tourism. 7 Limerick Tourism Development and Marketing Strategy 2017-2023 2.0 The Ambition 1.0 Introduction THE VISION PURPOSE OBJECTIVES DEVELOPMENT TARGETS 3.0 STRUCTURE Unlocking the Potential WATERWAYS Theme 1 Into the Blue ACTIVITIES Theme 2 Energy Unleashed HERITAGE Theme 3 Medieval Strongholds ARTS AND CULTURE Theme 4 Alive and Kicking 5.0 Monitoring and Evaluation Monitoring Areas and Indicators 4.0 Gearing up for Delivery Leadership, coordination and collaboration Marketing and Branding Roadmap for Delivery Figure 2 Limerick Tourism Development and Marketing Strategy – The Structure Limerick Tourism Development and Marketing Strategy 2017-2023 8 Our Inheritance 11 Uplands Medieval towns; castles and conquests, saints and scholars 1. Clare Glens 7 2. Slieve Felims 29. King John’s castle 8 3. Mullaghareirk King’s Island 9 4. Ballyhoura St. Mary’s Cathedral 6 5. Galtee 30. Glin castle 1 6. Silvermines 31. Desmond Castle 1 7. Slieve Bernagh Franciscan Friary 29 2 8. Arra 32. Desmond Banqueting Limerick City Hall and Castle 33. King’s Castle and 16 15 42 3 Dominican Priory 46 21 Dooradoyle Rivers/Lakes 41 34. Desmond Castle 43 12 9. Shannon 22 Augustinian Priory 19 31 Doon 10. Lough Gur 23 7 Franciscan Abbey 11. Lough Derg 3 2 Trinitarian Abbey Adare 12. Maigue 17 14 24 35. Desmond tower house 34 13. Feale 44 1 14. Deel Augustinian Abbey Bru 15. Mulkear 36.