Lakelands and Inland Waterways Strategic Plan

Transcription

1 Lakelands and Inland Waterways Strategic Plan Mid-Term Review This review considers progress during the first phase of the Lakelands and Inland Waterways Strategic Plan which commenced in It documents the outcome of a stakeholder questionnaire and steering group workshop held to review the strategy and to identify target markets and priorities for The review sets out proposals and priorities to guide work during the second phase of the Strategic Plan from 2013.

2 1 Lakelands and Inland Waterways Strategic Plan Mid Term Review LAKELANDS AND INLAND WATERWAYS Lakelands and Inland Waterways Strategic Plan Mid-Term Review Proposed Operational Programme The Lakelands and Inland Waterways of Ireland The Lakelands and Inland Waterways area occupies much of central Ireland and stretches from Belleek in the north to Limerick in the south. The area includes the principal waterways or the Shannon and Erne catchments, together with a 30 mile corridor on either side. Key towns within the waterway corridor include: Enniskillen, Carrick-on-Shannon, Longford, Roscommon, Mullingar, Athlone, Portumna, Birr, Killaloe, Nenagh and Limerick. Key lakes include Upper and Lower Lough Erne, the Cavan and Monaghan Lakelands, Westmeath Lakes, Lough Allen, Lough Key, Lough Ree and Lough Derg. The Lakelands and Inland Waterways Initiative The purpose of the Lakelands and Inland Waterways marketing and product development Initiative is to make sure that the rich tourism and recreation assets of the heart of Ireland are presented to visitors. It is aimed at differentiating the Midlands from other parts of Ireland and establishing an identity and a brand for the area based on its unique selling proposition - the Lakelands and Inland Waterways. This marketing, product and destination development initiative provides a mechanism to achieve a targeted and coordinated approach by the tourism, recreation and hospitality industry to attracting people to enjoy and experience the area. The initiative is co-chaired by Waterways Ireland and Fáilte Ireland and is complementary to the destination development approaches being taken forward by the national tourism bodies The Lakelands and Inland Waterways Strategic Plan The Lakelands and Inland Waterways Strategic Plan was developed jointly by Fáilte Ireland, Waterways Ireland and Northern Ireland Tourist Board working with the County Councils along the waterway, with Shannon Development 1 and with Fermanagh District Council. This followed ground work in developing an identity for the area and a series of product development plans for different zones within the Lakelands and Inland Waterways Region. It also followed contacts with Local Development Groups (LEADER) keen to ensure that communities and businesses in their areas were assisted to make the most of opportunities to provide tourism and recreation services and infrastructure. The Vision The vision for the Lakelands and Inland Waterways Strategic Plan was set out in 2010 as Lakelands and Inland Waterways is the heart of Ireland. Here the visitor discovers the real Ireland, experiencing the genuine warmth of the people and the wealth of things to do every day. As they explore the great waterways and lakes they find a freedom that brings renewal of body and soul. The mission of the Lakelands and Inland Waterways Strategic Plan is to support existing and emerging sustainable tourism enterprises while increasing the destinations market share of visitors to Ireland and of recreation and tourism visitors from the domestic market 1 Shannon Development was the regional authority for tourism in parts of the Lakelands and Inland Waterways Area until January

3 2 Lakelands and Inland Waterways Strategic Plan Mid Term Review Key objectives for the Strategic Plan were 1. To sustain tourism, hospitality and recreational businesses in the area 2. To grow the numbers of people visiting the Lakelands and Inland Waterways area and the market share of the Lakelands and Inland Waterways super-region 3. To improve linkages between attractions and services in the area in order to provide high quality coherent experiences that meet visitor needs 4. To focus marketing and product development in the area through the Lakelands and Inland Waterways Brand, in order to raise the profile and awareness of the Lakelands and Inland Waterways area at home and overseas 5. To give opportunities to the tourism and hospitality trade to participate in and benefit from Lakelands and Inland Waterways promotions 6. To provide a wider range of recreation and activity opportunities and tourism products and services in the area 7. To grow investment in tourism infrastructure 8. To continue to improve the quality of tourism and recreation services in the area Actions towards achieving the objectives included work towards attracting key tourism markets for the area as follows: The tick symbol indicates where the actions have been partially or completely achieved> Sightseers and Culture Development of activity hubs with a particular focus on activities that can Seekers be booked on the day, or at short notice Development of products based on the literary heritage of the area and on related events and festivals Identifying the feasibility of developing a scheduled waterbus service and or more linkages between existing boat trips to allow the visitor to travel the Shannon and Erne systems without a car. Development of a coordinated events programme and provision of more high-profile events Implementation of a choice of things to do each day programme associated with the main activity hubs. Further development of waterways infrastructure to support recreation and tourism To further develop cycle, walking and equestrian trails Development of the Lakelands and Inland Waterways website to allow easier self-packaging by visitors. Working with the cruising sector to increase flexibility and provide for shorter stays and combined interest holidays The development of a visitor route through the area presenting the best of the historic houses, castles and gardens. Improving the capacity of some attractions to host visitors. The development of a Christian heritage visitor route with a hub at Clonmacnoise and which runs from Lough Derg in Co Donegal to Lough Derg on the Shannon and to Limerick. Investigation into the feasibility of providing more access to Christian Heritage from the water and the development of a water route through the area. Development of the capacity to access and enjoy the natural heritage of the area. Key hubs at Marble Arch Geopark and Lough Boora with secondary sites elsewhere. Provision of guided experiences at sites. To review the match of accommodation supply with the needs of the primary market 2

4 3 Lakelands and Inland Waterways Strategic Plan Mid Term Review Domestic markets Family and Loved ones Development of activity hubs to include family and children s activity and with an emphasis on summer schemes and book on the day and choice of something to do every day activities and programmes Increase extent of packaging accommodation and activities for families More opportunities to get onto the water in the area Outdoor Activities Development of activity provider and accommodation links. Outdoor provider staff development programmes focussing on provision for adults and families in a holiday and journey context. Focus on customer care. Provision of activity maps linking information on land and water activities and their relationships to activity clusters and activity infrastructure and settlements. Provision of an section of the website aimed at supporting independent or DIY use of the area for activities e.g. for people who have their own equipment and skills and only need to know the best place to stay, fish, canoe, sail, birdwatch etc., Specialist Markets Support the further development of existing centres of excellence for angling Implement the Inland Cruising Strategy Development of full area canoe trails and infrastructure including packaging and outfitting support Develop the waterway infrastructure- upgrading of facilities, provision of services, and new destinations. All markets Further develop local food initiatives Ensure an appropriate accommodation mix for each market and in particular consider the possible under-supply of camping and self-catering opportunities Progress towards the objectives of the first phase of the Plan. Consultation was held within the steering group, industry representatives and wider product interests such Inland Fisheries Ireland and Irish Boat Rental Association, through a steering group workshop and a questionnaire. The assessment of what has been achieved contained in the table above was development from data received. Additional findings of the consultation where there was some consensus were as follows: The area covered by the Initiative was still appropriate (i.e. the Erne and the Shannon and a corridor on either side including elements of the Grand and Royal Canals and the whole corridor of the Shannon Erne Waterway. There were some proposals to include connected waterways such as Lough Oughter and to consider the inclusion of all significant waterways with tourism product such as Lough Neagh and the River Barrow. Both the existing vision and the mission of the strategic plan remain relevant and should be retained into the second plan period. An emphasis on the quality of the visitor experience might be added to the mission, and an aspiration towards developing sustainable businesses. It was considered essential to keep a strong trade involvement in the Initiative The overall area is large enough to give visibility to the waterways product and Midlands area of Ireland, however specific promotion and development of destinations within the zones are important to provide focus and engagement and to convey the special characteristics of each separate 3

5 4 Lakelands and Inland Waterways Strategic Plan Mid Term Review waterways zone. The emphasis on the discover freedom message and promotion of experiences such as relaxation, renewal, peace, exploration and tranquillity were considered to still be highly relevant to the markets, however the area has a wealth of things to do and an active and exciting image also needed to be conveyed. Consultees felt that the difference, distinctiveness and originality of the Lakelands and Inland Waterways region of Ireland should be highlighted. The fact of the Shannon being the longest river in Ireland and the UK was felt to be worth highlighting and exploiting in both marketing and product development. There are opportunities to make the most of the increasing market interest in greenways, blueways and nature experiences all of which are strengths of the Lakelands region Domestic family holidays remain an important target market for the region and therefore easy access to soft adventure and family friendly activities is of key importance. Products in the area need to be affordable and offer good value for money The offer in the Lakelands was felt to have a good level of fit with three of the four priority theme developed for the GB market i.e. Living Historical Stories, Awakening the Senses, and Getting Active in Nature For the Overseas markets it makes sense to coordinate completely with Tourism Ireland Ltd agreed market approaches and to ensure that the promised experience of Ireland was delivered in the Lakelands and Inland Waterways region. Tourism Ireland target markets were therefore important to the next phase of delivery of the Strategic Plan The existing strategic plan is good, but it requires more detail, and implementation plan and some staged measurable outcomes. It was considered important to continue the process of building the brand to be able to communicate the area s uniqueness in Ireland and within this to have identifiable zones within the brand to allow zone promotion. Raise awareness of Lakelands and its USP (2) There was a need for better coherence between L&IW and country websites and to enable people browsing to be able to remain within the L&IW region and see a full picture of what is available around Lough Derg, the Shannon, Lough Ree, the North Shannon, Shannon Erne Waterway and Fermanagh rather than returning to the main site during browsing.. The Initiative would benefit from better communication with industry providers perhaps through the development of a Trade Development Group and regular trade briefings A social media profile for the Lakelands is worth considering Essential components of the Strategic Plan e.g. the Inland Cruising Strategy, need to be updated An iconic event for the waterways and which could rotate through the zones should be considered The area should have more trails and themed routes such as a Shannon or Lakelands Way, Shannon Canoe Trail Angling development and coherence with Fisheries Ireland angling tourism development should be an important component of the strategic plan. Caravan and Camping, including luxury camping or glamping and spaces for motorhome overnight parking is underdeveloped in the Lakelands and Inland Waterways area The process of Waterways Ireland supporting Discover Days, Family Days, Golf events etc was felt to be helpful to the process of developing tourism in the Lakelands and Inland Waterways region. Other product suggestions, not already in the Strategic Plan included developing: a luxurious experience in the Lakelands Real Ireland experiences 4

6 5 Lakelands and Inland Waterways Strategic Plan Mid Term Review coach tour itineraries A must-see flagship attraction Ensuring some products can achieve eco-tourism labelling Promotion of best of top ten activity providers, hotels, best food Partnership, collaboration and cross-selling Promotion of destination-experience- and then product by everyone development needs to broaden to overseas markets Good quality video including promotion of all counties Assess need for training ( guides and leaders) Development of international standout through national parks, World Heritage Site, Geopark designation for parts of area Key markets for 2013 to 2016 Since the Lakelands and Inland Waterways Strategic Plan was developed in 2010, Tourism Ireland Ltd has carried out more research into the best prospect markets for Ireland and has identified, with the Lakelands and Inland waterways steering group best prospect markets for the Lakelands area. Since marketing overseas is carried out by Tourism Ireland Ltd these markets will become the focus of efforts to attract overseas visitors to the Lakelands during the period. Tourism Ireland Ltd has a hierarchy of markets with Great Britain, United States, Germany and France in sharpest focus. GB TIL reviewed the GB market in 2012 and identified new consumer segments. Amongst these the following are considered best prospect markets for the Lakelands: GB Market Target Segment Culturally Curious Great Escapers Experience type Proposition Key words and focus Living Historical Stories Awakening the Senses Living Historical stories Getting Active in Nature For people who like to broaden their minds, immerse yourselves in the fascinating discoveries you can make about Ireland s rich and diverse history and culture. Be exposed to our different way of seeing the world and find out how we bring it all to life. These inspiring and interesting experiences are all within easy reach of each other For explorers, escape your day to day routine and immerse yourself in Ireland s beautiful scenery and nature. Reconnect and bond with yopur loved ones and enjoy our outstanding natural phenomena and unrivalled historical sights. It couldn t be easier or more accessible than in Ireland. Key words Curiosity, authenticity, immersion in culture, off the beaten track, Focus Exploring new areas, active sightseeing, visitor centres, attractions, historic buildings. Key words Slow travel, relaxation, rebalancing, taking stock Focus Breath taking landscapes, ancient sites, remote places, landmarks, authentic food and drink 5

7 6 Lakelands and Inland Waterways Strategic Plan Mid Term Review The best prospect overseas markets have been identified as: United States United States - Key segments are: Young independents, Middle Aged Explorers and Mature Must Seers and Doers. Primarily East Coast USA residents. The main motivation for these segments in relation to Ireland are golf and activities; Business and Diaspora and Ancestry. Germany Germany a younger market staying longer than most with many using a car to get around, staying in B&Bs and a high proportion of first time visitors. Demands include: Escaping stressful urban lives and breathing in fresh air and relaxing in nature Like reliability in quality and expect good roads, accommodation, booking systems, food and working logistics Want to get physically involved with nature and deserve the sights they see Want to visit iconic attractions that are worth talking about at home The German market ranks Natural Heritage first in its demands, with built heritage and activities close behind France France also a younger market with 48% aged under 34 who tend to book independently and like the German market many use a car to get around and enjoy B&B accommodation. Demands include Wanting to participate in the landscape rather than just seeing it Like fun, participative experiences Like a personal and unique experience rather than mass tourist ones Like contrast between rural tranquillity and vibrant city culture The French market also places Natural Heritage first in its demands with culture and activities close behind. What overseas markets have in common Key words for the overseas markets to Ireland are: The Domestic Market and the Lakelands and Inland Waterways Region In 2011, just under 9 million overnight trips were taken by Irish residents within the Republic, with an associated expenditure of 1.8 billion this represents an increase of 4% in trips on 2010 while expenditure declined by 3%. Beautiful scenery (20%) and visiting family/friends (13%) were the two main drivers for choosing holiday destinations in Attending a specific event/festival (9%) or having been there previously (8%) were the next most important reasons given. Unlike the overseas markets history and culture and activities at 6% and 4% respectively are low on the list of reasons for domestic visits. Visits based on activity participation are at similar low levels. 6

8 7 Lakelands and Inland Waterways Strategic Plan Mid Term Review The majority of domestic visits are planned with reference to the internet and over half are likely to be two weeks or less in advance. Visiting national parks (23%) and houses/castles (21%) were the most popular leisure pursuits for domestic holidaymakers in 2011 while hiking/walking (21%) and water-sports(20%) were equally popular as active pursuits. Visits to a spa (18%) are important aspects of a domestic holiday break and gardens remain a popular choice with 17% of domestic holidaymakers. To date there is no market research specific to Lakelands and Inland Waterways region. Key Objectives for second phase of the Strategic Plan With these markets in mind objectives for the second phase of the strategic plan, developed at the Lakelands and Inland Waterways workshop are: 1. To develop more opportunities for active enjoyment on water and land 2. To communicate the appeal of the Lakelands and Inland Waterways region to target markets in a way that attracts more visits and business 3. To develop a higher quality visitor experience of the Lakelands and Inland waterways region 4. To link and present the best of the Built and Natural Heritage and associated services to visitors in a way that promotes multi day visits 7

9 8 Lakelands and Inland Waterways Strategic Plan Mid Term Review Operational Programme. ACTIVE ENJOYMENT Objective To develop more opportunities for active enjoyment on water and land (priority towards walking, angling, watersports, canoeing, cruising and boat trips Actions Detail Responsible Partner By when Action 1 Action 2 Action 3 Action 4 Action 5 Action 6 To increase the number of Lakeland waterside walking and cycling trails including: To develop one major section of the Shannon Erne Way by end 2015 To provide walking and cycling trails on the Royal Canal To develop a Shannon Canoe Trail by 2016 on a zone by zone staged basis Lough Derg by end 2013 Mid Shannon, Lough Ree by end 2014 North Shannon and Shannon Erne by end 2015 Launch of full Shannon Canoe Trail and Erne link by 2016 ( launch event e.g. long distance multi-day canoe race to appeal to GB market) Publish canoe trail guides To update and re-launch the inland cruising strategy ( consider cross-border approach with NITB and Fermanagh) Support the development of day boat hire on the waterways Support the development and promotion of boat trips and scheduled waterbus services at key waterway destinations To continue activity events sponsorship to establish the reputation of the Lakelands (land and water) as an activity area. Waterways Ireland WI and Longford Co.Co. Waterways Ireland (infrastructure) and Fáilte Ireland (business development) and with support from Rural Development Funds LEADER NTO Fáilte Ireland (with IBRA) 2015 Cross ref. with Lakelands plans 2013 Lough Ree and Mid Shannon (LRMS) 2.6 Staged to 2016 Lough Derg (LD) ref. objective 2.2 LRMS 2.6 Staged to 2015 Q LEADER By 2015 LEADER/Fáilte Ireland Waterways Ireland By /2014/2015 Fermanagh (DF) 2.2 8

10 9 Lakelands and Inland Waterways Strategic Plan Mid Term Review Objective To develop more opportunities for active enjoyment on water and land (priority towards walking, angling, watersports, canoeing, cruising and boat trips Actions Detail Responsible Partner Action 7 To provide a series of publications to support activity use of the Lakelands 1. Activity maps (sim to Lough Erne Activity Map) for Lough Derg, Mid Shannon and Lough Ree, North Shannon and Shannon Erne Waterway. Timed to coincide with canoe trail launches. 2. Lakelands focussed angling tourism publications and web based materials 3. Wildlife and natural heritage guides to the waterway OSI with WI and FI IFI and FLT Waterways Ireland with NPWS By when Q to Q Q Q Cross ref. with Lakelands plans Lough Derg 2.1 DF 1.1 9

11 10 Lakelands and Inland Waterways Strategic Plan Mid Term Review COMMUNICATE THE EXPERIENCE Objective To communicate the experience of the Lakelands and Inland Waterways region to target markets in a way that attracts more visits Actions Detail Responsible Partner Action 1 To communicate the top 10 aspects of the Lakelands and Inland Waterways area for the Culturally Curious and promote the area as undiscovered space Through 1. Providing content to TI for overseas promotion 2. Provide visual materials to support the top Providing offers 4. Promoting offers Action 2 To develop a trade network/training zone for L&IW region and Receive quarterly update from the trade Provide quarterly update to the trade Action 3 Organise familiarisation trips for GB EU markets Action 4 Organise Sales Connect for D and GB markets Action 5 Lakeland Education Supplement for Domestic Market Nominated individuals within FI, Waterways Ireland and L&IW team. By when Detailed work programme for month and quarter ahead Cross ref. with Lakelands plans (where relevant) Fermanagh (DF) 1.1 L&IW team 2014 DF1.1 and 1.2 L&IW team During 2013 DF1.1 L&IW team 2013 L&IW team 2013 Action 6 Produce Zone Maps L&IW team 2013 Action 7 Produce Town Maps for L&IW team 2013 destinations Action 8 Produce and promote fisheries IFI ( L&IW team 2014 DF 3.3 literature for F and NL markets support) Action 9 Consider brand image, under L&IW, for each of the zones that links them but allows them a distinct USP within the region and supports zone and destination hub promotion activity Fáilte Ireland/L&IW team By Q DF 1.1 Action 10 Emphasise natural Lakeland experiences in promotional materials and content management L&IW team and FLT By Q and throughout DF

12 11 Lakelands and Inland Waterways Strategic Plan Mid Term Review HIGHER QUALITY VISITOR EXPERIENCE Objective To develop a higher quality visitor experience of the Lakelands and Inland waterways region Actions Detail Responsible Partner By when Action 1 Action 2 Action 3 Action 4 Action 5 Action 6 Action 7 Action 8 Action 9 Action 10 To encourage and provide marketing support to bundling experiences and packaging by the trade within each Lakelands zone To audit and raise the quality of attraction interpretation and provide good maps and visuals of the L&IW area for inclusion To provide training and support for improved: Customer care Local knowledge sustainability To encourage and support new facilities for Camping RV/motorhomes Luxury cruising Day boat hire Boat trips Cruise Hire ( Lough Derg) Canoe trail accommodation (bothies) Support the development of activity friendly accommodation characteristics e.g. drying rooms, cycle, canoe and equipment storage. Develop new trail apps for existing trails in the area Continue A Taste of the Waterways and develop a food trail through the Lakelands highlighting and connecting artisan food producers. Audit music opportunities and produce Lakelands Calendar Audit and formulate signage and interpretation throughout the Lakelands area Provide training and support to those businesses that wish to add environmental certification to their business Throughout by Q2 each year L&IW team LD 3.7 LEADER LEADER National Trails Office Waterways Ireland L&IW team Throughout DF 1.2 LEADER until end 2013 Otherwise throughout Throughout 2013,2014,2015 LD 3.7 DF 1.2 Food trail by Q Cross ref. with Lakelands plans (where relevant) LD 2.3, 3.1 DF 1.2 LD 1.4,1.8, 2.9, 2.10 LD 2.2 DF 3.3 LD 2.3 (audit) L&IW team (calendar) L&IW team LD 1.1 LRMS DF 4.1 Fáilte Ireland Ongoing LD3.3 DF

13 12 Lakelands and Inland Waterways Strategic Plan Mid Term Review Objective To link and present the best of the Lakelands Built, Natural and Cultural Heritage to Visitors in a way that promotes multi-day visits Actions Detail Responsible Partner By when Action 1 Action 2 Action 3 Action 4 Action 5 Action 6 Action 7 Audit and develop clusters of Heritage sites within the zones and improve access and interpretation. Engage heritage providers in developing a Lakelands wide approach To provide a Historic Houses Castles and Gardens Trail through the Lakelands highlighting important themes such as the Napoleonic wars and Cromwell. App based To provide a Christian Heritage Trail (suggested title Saints and Scholars) through the Lakelands and link to other relevant key attractions such as Book of Kells Include significant Irish heritage pre-dating this. App based Encourage and support private sector visitor attractions towards an increased appeal to the Lakelands target markets Engage with NIEA and OPW towards a growth strategy for visits to state heritage attractions. Identify and support enhancement of potential flagship heritage attractions in the L&IW region such as: King House King John s Castle Athlone Castle Enniskillen Castle Portumna Castle Build on these for familiarisation trips To present and link literary experiences within the Lakelands area Cross ref. with Lakelands plans (where relevant) 2013 LD 2.4 DF 2.2 Q LRMS 2.8 DF LRMS 2.7,2.8 DF ongoing FI and NITB During 2013 FI and TI LRMS 2.1 DF 1.2 L&IW team 2014 LRMS