An Evaluation of the impact

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1 An Evaluation of the impact of Tourism on the Ballyhoura Region. Prepared by Bowman Tourism Ltd. 22 nd December Ballyhoura: Value of Tourism 1. Bowman Tourism 1998

2 Table of Contents 1. Introduction Background Executive summary Growth in Irish Tourism Growth in Ballyhoura Rural Tourism Growth in Tourism Employment in Ballyhoura Approach/Methodology Definition of a Tourist Findings The value of Tourism to Ireland Breakdown of Tourism Revenue by Region Summary figures - Ballyhoura Tourism Accommodation Revenue The national tourism spend statistics... 8 National average tourism spend breakdown Income calculation Ballyhoura -based on national averages Number of jobs generated in Tourism... 9 Jobs calculation Ballyhoura Tourism employment Conclusions Ballyhoura: Value of Tourism 2. Bowman Tourism 1998

3 A report on the value of tourism to the Ballyhoura region 1. Introduction. Ballyhoura Development Ltd. commissioned Bowman Tourism Ltd. to identify the financial and jobs impact of tourism on the Ballyhoura region. This report is a continuation of the original assessment of the impact of tourism on the region carried out in Background Ballyhoura Development Ltd was formed to encourage and facilitate rural development in the Ballyhoura region. One of its main partners is Ballyhoura Failte whose function is to specifically promote and develop tourism opportunities in the region. The two organisations work closely together, and are represented on each other s boards. Funding for marketing and development of these organisations come from a variety of sources, community contributions, ERDF funds, and particularly from the Leader programme. They work closely with a number of statutory bodies some of whom are represented on the board. There has been substantial investment in tourism in the region, directly through grants, and other incentives, and indirectly through advice, training, marketing assistance and promotional activities. 3. Executive summary 3.1 Growth in Irish Tourism Irish Tourism revenue has grown from 2,289.9 million in 1995 to 2,775.8 million in This pattern of growth is reported to have continued in 1998, but final figures are not yet available. This represents a growth rate of 21%. Ballyhoura: Value of Tourism 3. Bowman Tourism 1998

4 3.2 Growth in Ballyhoura Tourism Ballyhoura Tourism (excluding the Limerick City environs) revenue for the same period increased from an estimated 2,644,807 in 1995 to an estimated 4,975,545 in This represents a growth rate of 88 %. The causes for this massive increase are: Existence of an effective central marketing organisation (Ballyhoura Failte) A coherent tourism development, marketing and training strategy (based on the Ballyhoura Failte engine) in the Ballyhoura Integrated Development Plan and supported by the tourism and training partners, the Local Authorities (Limerick Co Council, Cork Co Council) and Coillte Teo within the Ballyhoura Development partnership. Integrated support to the tourism industry from the key tourism and training partners Ballyhoura Failte, Shannon Development, Cork Kerry Tourism, CERT, FAS, TEAGASC and Co Limerick VEC. Supportive environment for tourism enterprises via resources from LEADER II, Operational Programme for Rural Development and the Operational Programme for Tourism Increased tourism investment resulting in substantial growth in accommodation (especially self catering), visitor attractions and food service provision. 3.3 Growth in employment Job calculations for 1995 were much less precise than the method devised by Henry and Deane (which includes a small allowance of 1.1 for the multiplier effect) and direct comparison with 1998 is difficult. The 1995 job figures were overstated in the original report at 331. Based on a 12,500 overseas revenue per job calculation/ 17,000 domestic revenue jobs calculation and the Henry and Deane method the job figure in 1995 should have been 212. The base position at the start of the LEADER II period (January 1995) is 150 jobs based on the 1994 revenue of 1.8 million and a 12,000 overseas revenue per job calculation and 16,250 domestic revenue per job calculation and the Henry and Deane method. The 1998 job numbers are calculated at 270 using the Henry and Deane method and and 18,500/ 25,000 revenue per job calculations for overseas and domestic generated tourism. Employment has grown since the start of LEADER II by 120 jobs (80%). Ballyhoura: Value of Tourism 4. Bowman Tourism 1998

5 4. Approach/Methodology 4.1 All relevant documentation at Ballyhoura was reviewed. The relevant staff involved were interviewed. 4.2 The national tourism figures were examined, and the values for Ballyhoura were extrapolated. 4.3 The consultant met the Chief Executive, and the Development Manager of Ballyhoura Development, to obtain a clear understanding of the programme objectives. 4.4 All available financial and other tourism information was obtained from Ballyhoura Failte, including all bookings for self-catering and the bookings for the evolving homestay sector. 4.5 The accommodation income was calculated and extrapolated the other spend by use of national averages for other income. 4.6 Bord Failte and an author of the Henry and Deane report were consulted. This extensive study provides a more accurate method for calculation of jobs input. This was applied to the Tourism figures which provided a picture of the jobs generated. 4.7 The report was prepared based on the above. 5.0 Definition of a Tourist 5.1 A tourist is any person who travels away from home for more than twenty-four hours. Therefore any traveller who uses accommodation in the Ballyhoura region for a short-term stay is defined as a tourist Findings 6.1 The value of Tourism to Ireland. The figures below show that Ireland is going through a period of sustained tourism growth. There is increased demand for accommodation, and particularly for activities, facilities and amenities to attract visitors. 1 World Tourism Organisation definition Ballyhoura: Value of Tourism 5. Bowman Tourism 1998

6 Tourism Revenue Britain Mainland Europe Germany France Italy Netherlands n/a n/a n/a Rest of Europe North America Other Overseas Total Overseas Northern Ireland Excursionist Total Foreign Exchange Domestic trips Total Tourism revenue National Tourism revenue has grown from million in 1995 to million in 1997 a growth of 21% in two years. 6.2 Breakdown of Tourism Revenue by Region 1997 This table shows the breakdown of tourism numbers and revenue by region. Ballyhoura consists of an area in the northern part of the Cork region, and the south eastern part of the Shannon region. Both regions show strong growth, and the relationship between domestic tourism, and overseas tourism to both regions is very similar at 2 Source Bord Failte Ballyhoura: Value of Tourism 6. Bowman Tourism 1998

7 Tourism income Overseas average 67% Tourism income Domestic average 33% These figures are important when calculating job content. Numbers Overseas North Domestic Total Ireland Revenue Dublin Midlands East South East South West Shannon West Northwest Total revenue Summary figures Ballyhoura Tourism Accommodation Revenue 1998 Self Catering Homestay Hotels B+B Hostels Total accommodation revenue The figures for hotels, 4 bed and breakfast, and hostels were arrived at by taking the number of beds by category, applying national average occupancy levels, and multiplying the bednights by average achieved revenue per bed. In the case homestay 3 Source Bord Failte 4 Ireland and Northern Ireland survey Ballyhoura: Value of Tourism 7. Bowman Tourism 1998

8 actual figures supplied by Ballyhoura Failte were used. In the case of self catering, occupancy levels were established using data supplied by Ballyhoura Failte and this information was used to determine the average earnings per self catering unit in the area ( 4,700). This established the accommodation revenue. 6.4 The national tourism spend statistics The national tourism spend statistics were then used to extrapolate the spend on food and beverage, sightseeing, and shopping. This established the potential total tourism value to Ballyhoura. National average tourism spend breakdown % Accommodation and board 26 Food and drink 35 Sightseeing etc. 6 Transport 10 Shopping etc. 19 Other 4 Total 100 The following graph illustrates the breakdown in tourism spend. National Average Tourism RevenueSpend Shopping 19% Other 4% Accommodation 26% Transport 10% Sightseeing 6% Food and Drink 35% Income calculation Ballyhoura -based on national averages Tourism Spend National average Ballyhoura breakdown. Accommodation ,860,017 Food and drink ,503,869 Sightseeing entertainment ,156 45% of national average Transport ,539 10% of national average Shopping ,886 15% of national average Miscellaneous ,078 50% of national average Total ,975,545 5 Source Bord Failte Ballyhoura: Value of Tourism 8. Bowman Tourism 1998

9 In view of the limited facilities available in the region, the consultant conservatively reduced the sightseeing and entertainment element to 45% of national average spend ( %), and average spend on shopping and miscellaneous to 15% ( %). 10% credit was given for spend on transport compared with 0 in Even with these reductions it is calculated that tourism was worth at least 4,975,545 compared with 2,644,807 in 1995, and the previous calculation by Ballyhoura Development of 1.8 million in 1994 at the end of the Leader 1 programme. 6.6 Number of jobs generated in Tourism Henry and Deane conducted a major study about the economic impact of Tourism on the economy in These figures were updated in The calculation is much more accurate than the crude method used for the 1995 study. The study identified a relationship between number of jobs created per million pounds of tourism spend, and the multiplier effect which measures the net impact of tourism to the economy after leakages, and the multiple effect of tourism spend. A factor of 1.1 was proven. Jobs calculation 6 1 job equivalent estimated for every of overseas visitor spend 1 job equivalent estimated for every of domestic visitor spend Tourism income breakdown Overseas average 67% 3,333,615 Tourism income breakdown Domestic average 33% 1,641,930 Total 7 4,975, Ballyhoura Tourism employment Job equivalent overseas spend 180 Job equivalent domestic spend 66 Total job equivalents 246 Add Multiplier effect This extensive study provides a much more accurate calculation of jobs created than previous methods. It identifies the tourism employment content, and the multiplier effect arising. It does not take into account non tourism activity, shops and restaurants catering for the non tourism needs of the local community. 6 Henry and Deane 7 Bord Failte 1997 Ballyhoura: Value of Tourism 9. Bowman Tourism 1998

10 7 Conclusions 7.1 The Ballyhoura region has enjoyed an exceptional period of growth. The development of longer stay holidays involving homestay, the strong demand for self catering accommodation and the integrated strategic approach to industry development, promotion and capacity building has provided the conditions to substantially increase revenue. 7.2 There has been significant increase in the number of food outlets in the region which increases the self sufficiency of the region, and encourages tourists to stay longer. The Myers (1998) evaluation of food service identifies 58 food outlets, 25% of which are classified as new. 7.3 It also identified employment for this sector alone as providing the equivalent of 256 job equivalents up to the end of 1997 with 25 new jobs forecasted for The growth in the range of visitor attractions, many of which attract day visitors, undoubtedly is a major contributor to tourism growth to the area, as is the high profile of Ballyhoura as a prime example of the way to successfully develop rural tourism. 7.5 Summary: Ballyhoura Tourism Revenue 1,800,000 2, ,975,545 Jobs Ballyhoura: Value of Tourism 10. Bowman Tourism 1998

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