Co. Monaghan Tourism Strategy 2015‐ 2020 1 Contents Introduction ............................................................................................................................................................ 5 Context of the Tourism Sector in Co Monaghan ..................................................................................................... 6 Table 1.1 Overseas visitors (000s) by County in the Years 2011 ‐ 2013 ......................................................... 7 Table 1.2: Overseas Visitors revenue (€mn) by County in the Years 2011 ‐ 2013 .......................................... 8 Overseas Visitors (000s) .................................................................................................................................. 9 Overseas Revenue (€mn) ................................................................................................................................ 9 Table 1.3: Domestic Visitors by County in the Years 2010 ‐ 2013 ................................................................ 10 Table 1.4: Domestic Visitors Revenue (Mn) by County in the Years 2010 – 2013 ........................................ 11 Table 1.6 Estimated Overnight Trips, Nights and Spend taken by overnight visitors from GB, RoI and Overseas in NI by County, 2011‐2013 ........................................................................................................... 13 Changing Role in Tourism for Local Authorities .................................................................................................... 14 Methodology for Tourism ..................................................................................................................................... 15 Strategy 2015‐2020 ............................................................................................................................................... 15 Review of National Tourism Policy for Ireland ...................................................................................................... 16 Fáilte Ireland’s Growth Strategy ........................................................................................................................... 18 Overview of Monaghan County Development Plan 2013 – 2019 ......................................................................... 20 Overview of Tourism Unit within Monaghan County Council .............................................................................. 21 Tourism Projects Previously Developed ........................................................................................................ 22 Review of Progress against County Monaghan Economic Strategy 2010‐2014 ................................................... 24 Tourism & Amenities Business Leaders Forum Action Plan 2010 ‐ 2014 ......................................................... 25 The Tourism Product in Co Monaghan ................................................................................................................. 28 Heritage ............................................................................................................................................................. 28 Genealogy ......................................................................................................................................................... 29 Festivals & Events.............................................................................................................................................. 29 Angling .............................................................................................................................................................. 30 Visitor Attractions ............................................................................................................................................. 30 Equestrian ......................................................................................................................................................... 31 Walking & Cycling .............................................................................................................................................. 31 The Arts ............................................................................................................................................................. 31 Crafts ................................................................................................................................................................. 32 Golf .................................................................................................................................................................... 32 Adventure/Activity ............................................................................................................................................ 32 2 Entertainment, Shopping, Food and Drink ....................................................................................................... 33 Family Fun ......................................................................................................................................................... 33 Accommodation ................................................................................................................................................ 34 Co Monaghan Fáilte Ireland approved Accommodation 2015 ..................................................................... 34 Survey Findings ..................................................................................................................................................... 35 Reason for visit .................................................................................................................................................. 36 Source of Referrals ............................................................................................................................................ 37 Principal Methods of Marketing Used .............................................................................................................. 38 Market Segments targeted ............................................................................................................................... 39 Top three tourism Products in the county ........................................................................................................ 40 Top three weaknesses of Monaghan as a tourism destination ........................................................................ 41 Quality of existing tourism product and infrastructure .................................................................................... 42 Products most needed to attract visitors ......................................................................................................... 42 What makes Monaghan different to other counties? ...................................................................................... 43 Product Development ....................................................................................................................................... 44 Tourism Promotion ........................................................................................................................................... 44 Trade Engagement ............................................................................................................................................ 44 SWOT Analysis ....................................................................................................................................................... 46 Strengths ........................................................................................................................................................... 46 Weaknesses ....................................................................................................................................................... 46 Opportunities .................................................................................................................................................... 47 Threats .............................................................................................................................................................. 47 Key Priorities for 2015 – 2020 ............................................................................................................................... 48 Product Development ........................................................................................................................................... 49 Focus on the development of the key Amenity sites and on Walking & Cycling Trails ................................ 49 Continue to lobby for and work on the Re‐Opening of the Ulster Canal...................................................... 49 Assist Festivals and events to increase numbers and deliver bednights ...................................................... 50 Develop the potential of Heritage Tourism .................................................................................................. 50 Promotional Activity ............................................................................................................................................. 51 Develop a central border area ‘destination’ with Monaghan at its centre .................................................. 51 Increase on‐line presence and engage with Social Media ...........................................................................