TARGET. Carlow Kilkenny Sth Tipperary Wexford Waterford SOUTH EAST. At least 600m revenue from tourism by 2010, with a 20% growth in holiday visitors.

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1 FÁILTE IRELAND SOUTH EAST Regional Tourism Development Plan

2 SOUTH EAST TOURISM DEVELOPMENT PLAN TARGET Carlow Kilkenny Sth Tipperary Wexford Waterford SOUTH EAST At least 600m revenue from tourism by 2010, with a 20% growth in holiday visitors. South East Tourism Development Plan

3 SOUTH EAST TOURISM DEVELOPMENT PLAN HEADLINES Key market focus: Attract more domestic holiday visitors, a fast-growing and valuable market Halt the decline in car-touring British visitors Win a larger share of the growing number of Europeans visiting Ireland Continue to grow the number of US and cruise visitors Strategic goals: Position the region as a leading heritage destination Expand the cultural and events on offer, positioning the South East as a happening place Roll-out Family Fun and Resorts Activities Develop water-and land-based access and recreational activities Improve transport access to and within the region How to achieve goals: Fáilte Ireland South East, working with all stakeholders, will heavily promote the concept of Centres of Excellence in tourism in order to gain competitive advantage Fáilte Ireland South East will also work more closely with Local Authorities, state agencies, LEADER companies, businesses, and local groups to bring about change Fáilte Ireland South East is committed to providing leadership, advocacy, facilitation as well as delivering marketing, business development and training services to the industry 2 South East Tourism Development Plan

4 PLANNED ACTIONS Improve the Visitor Experience: Promote Waterford s Historic Quarter, and the Rock of Cashel as World Heritage Sites Open access to more Houses and Gardens Upgrade visitor experience at region s Top 10 attractions Develop new cultural heritage trails Expand calendar of Festivals and Events Improve environmental, including rural and coastal, management Create new land-and water-based leisure opportunities Offer the customer a more integrated experience Encourage better access to the sea, including marinas Develop walks and cycle trails Promote new air services to and from Waterford Regional Airport Exploit potential of improved rail services Secure better signposting South East Tourism Development Plan

5 SOUTH EAST TOURISM DEVELOPMENT PLAN More Aggressive Marketing: Comprehensive year-round Discover Ireland campaign Active overseas marketing campaigns for the region with Tourism Ireland, in Britain and Europe A new and improved website New collateral materials Better cross-selling of activities, attractions, events within the region Support for Businesses and Enterprises: In addition to the range of training and business development services Fáilte Ireland South East will make available: Customised business diagnostic and advisory services Best practice guidance Custom-designed management and staff development programmes Tourist Information: A new Discover Ireland Centre will open in Waterford in 2008, followed by the redesign of the tourist office network, giving the visitor easier access to information Pilot the use of new communication technologies for tourist use 4 South East Tourism Development Plan

6 CONTENTS PREFACE 6 1. TOURISM IN THE SOUTH EAST - WHAT S BEEN HAPPENING? Current Tourism Demand Reasons to Visit Forces for Change Product Audit SHAPING THE FUTURE Vision for Irish Tourism Delivering a Distinctive Experience Key South East Regional Strategic Goals Guiding Principles ADDRESSING THE OPPORTUNITIES AND CHALLENGES To Strengthen the Region as a Leading Heritage Destination Positioning the South East as a happening place Further Develop the Family Fun and Resorts Activities Offer Develop Water and Land Activities Improve Transport Access to and within the South East WHAT NEEDS TO CHANGE? WHAT ACTIONS? A Partnership Approach Key Actions to Reach Goals Marketing Enterprise Development Visitor Servicing Targets SUMMARY ACTION PLAN 34 GLOSSARY 40 South East Tourism Development Plan

7 PREFACE Following the recent reorganisation of regional tourism structures, Fáilte Ireland South East, as part of the National Development Authority is charged with delivering increased tourism benefits to the counties of Carlow, Kilkenny, South Tipperary, Waterford and Wexford. The purpose of the reorganisation is to increase effective local delivery of key tourism objectives, as contained in the National Development Plan and Fáilte Ireland s Product Development Strategy. The process of developing the plan has been very comprehensive including wide-ranging inputs from stakeholders and partners in the public, private and community sectors. TTC Tourism and Transport Consult facilitated and guided the process. The plan is intended to present a series of regional strategies in order to define the priorities for product and service development, destination marketing, and enterprise development. To ensure the success of the realignment of role, functions and structures of regional tourism, Fáilte Ireland South East region has, in conjunction with stakeholders in the region, prepared the South East Tourism Development Plan The strategies and implementation plans engage both national and local agencies, local authorities and other public sector agencies working in tandem with the local business community to achieve the targets set for tourism in the region. The plan is intended to provide a road map so that all the key players from both the public and private sector can most effectively contribute to the further development of sustainable and economically beneficial tourism in the region. The South East Region s Tourism Development Plan focuses on: Strategic decisions on planning and investment in regional attractions and infrastructure to ensure the best regional outcome Clearer direction for all stakeholders together with clarifying roles of various local and central government agencies in supporting regional tourism, thereby aiding decisions on resourcing and regulating tourism projects Clear prioritisation of regional marketing propositions priority appeals and market match in both the home and overseas markets Closer alignment of the services of Fáilte Ireland to the needs of the industry at local level, resulting in operational efficiencies, more effective investment of public funding and making it easier for tourism operators to access relevant support The regional strategy is consistent with the national strategy, but with strong regional ownership and a set of practical interventions and projects to grow the value gained from tourism and limit potential negative impacts of tourism in the region. Fáilte Ireland South East has set out to secure clear tourism policy statements in all local and regional government statutory plans that put tourism in perspective in terms of its relative importance as an economic driver and contributor to other community outcomes. 6 South East Tourism Development Plan

8 The overall aim is to provide the necessary tourism infrastructure and service in the region to sustain tourism revenue into the local economy; help businesses and employment in the hospitality sector to grow; project a better appeal and deliver a better visitor experience. While the opportunities are good, the scale of the challenges should not be underestimated. The plan will guide the marketing campaigns, product development priorities and enterprise support programmes in the region to ensure sustainable growth for the business and resident communities of the region. South East Tourism Development Plan

9 01 Tourism In The South East - What s Been Happening? 8

10 1.1 Current Tourism Demand The region earned 500m from two million visitors in 2006, of which 300m was spent by overseas visitors. Two out of every three visitors were on a holiday or leisure trip with overseas and domestic holiday visitors in almost equal numbers 650,000 and 692,000 respectively. The region s share has slipped in most markets since 2000 most noticeably in the home and British markets, while marginally gaining share of the North America market. Bed-nights spent in the region by overseas holiday visitors, excluding British, have shown a trend of steady increase over the past six years, while British holiday bed-nights have been falling by an average of 5% per annum over the period. Most noticeable has been the decline in car-touring visitors arriving via Rosslare. Overall the South East attracts about a 10% share of holiday bed-nights spent by overseas visitors in the country outside of Dublin. 1,500 Europe 14% North American 16% Holidaymakers (000s) 1, Britain 14% Other 4% Domestic 51% Overseas Domestic Northern Ireland NI 1% South East Tourism Development Plan

11 1.2 Reasons to Visit The South East of Ireland has, by reasons of both geography and climate, long been a favoured destination for both domestic visitors and international visitors from Britain and the near Continent. It is a relatively compact region with tourism hubs based around the key centres of Waterford, Kilkenny and Wexford as well as containing internationally famous attractions such as the Rock of Cashel and the Waterford Crystal Visitor Centre. Rosslare remains a key point of entry to Ireland and there has been significant investment in quality accommodation and related facilities such as spas and golf courses. Reason to Visit Cultural Heritage Coast and Beaches Family Fun Festivals and Events Waterford Crystal and the Rock of Cashel Access and Geography Comment A wealth of castles, historic houses, monuments and religious buildings, reflecting its historic past as a centre of Celtic, Viking and Norman influence. The coastline and beaches are both family-friendly and accessible, as well as being interspersed by significant historic ports and many small harbours. An unparalleled mix of family-oriented facilities and attractions which have traditionally served the domestic tourism market as well as car-borne visitors from Britain. Wexford Opera Festival, an internationally acclaimed event, is complemented by a myriad of other festivals and events, including a significant year round sporting programme. Two contrasting iconic attractions which draw visitors from all over the world Proximity to Dublin as well as the position of Rosslare as a key port of entry to Ireland add to its visitor appeal. Waterford Airport has significant development potential and current road building programmes will significantly improve the region s accessibility. Kilkenny: Second most domestic destination Gardens Currently Ireland s second most popular domestic short break destination and supports a significant number of festivals and events. Climate and history have led to the development of a significant number of highly popular gardens with substantial further potential. 10 South East Tourism Development Plan

12 1.3 Forces for Change Recent trends and developments in leisure travel indicate a number of factors which are expected to influence demand, supply and distribution of the tourism experience in the short-to medium-term future. These include changing customer profiles, needs and expectations; increasing competition; changes in how people plan and purchase travel; changes within the airline and travel industries; and a growing environmental consciousness. Additionally there are a number of social, economic and environmental factors impacting the quality and depth of the Ireland holiday experience. 1.4 Product Audit An analysis shows that the South East has an excellent locational and product base and a reassuringly addressable list of weaknesses. There are significant opportunities for product development and improvement in the quantity, quality and cohesion of the overall regional offer. South East Tourism Development Plan

13 Table 102: SWOT of South East Region Strengths Weaknesses Cultural Heritage Low international awareness Festivals, Arts and Events Poor signposting and rural road infrastructure Beaches and coastline Lack of product integration and cross-selling Landscape including The Vee and the rivers Limited online presence and bookability Climate ( Sunny South East ) Countryside access issues Access: Ferry port, airport, rail, new roads Access and interpretation at historic sites Accommodation range Rural accommodation quality issues Walking and cycling trails Public transport notably rural and evening Strong domestic image and awareness Seasonality and limited all-weather facilities Decline in live culture performances Some over-dependency on volunteers 12 South East Tourism Development Plan

14 Opportunities Threats Enhanced heritage and cultural linkages Over-dependency on domestic tourism Further development of festivals and arts Improved access and interpretation historic cities, towns and sites Gardens Further decline in international car-borne visitors and ferry services Environmental degradation Urban behavioural issues River basins and water-based activities Rural accommodation decline Waterfronts and Coastal enhancements Human resource constraints Food and restaurants Some weaknesses are not directly addressable by Fáilte Ireland South East Glen of Aherlow Further development of walking and cycling routes Improved product integration and cross-selling Improved infrastructure: Waterford Airport; roads and rail South East Tourism Development Plan

15 02 Shaping the future Rock of Cashel, Co Tipperary

16 2.1 Vision for Irish Tourism The core strategic goals for Irish tourism, as set out in the National Tourism Development Strategy , focus on achieving value growth based on a quality natural environment, good accommodations, attractors including culture to entice visitors and deliver authentic experiences, by attracting investors, high-quality staff and innovators. 2.2 Delivering a Distinctive Experience Achieving stand-out positioning for the region based on the concept of the quality and excellence of the holiday experience in all five counties of the region through the development of Centres of Excellence. A focus on creating Centres of Excellence is aimed at ensuring that visitors to the region will enjoy a quality experience. To this end, Fáilte Ireland South East will work in partnership with the industry to establish a series of Centres of Excellence aligned to the region s urban hubs, its coastal resorts and its unique countryside. Centres of Excellence approach will also support the region s main tourism product drivers such as heritage and culture, food and gastronomy, health and wellness among the key passive pursuits; and golf, walking, cycling, angling, equestrianism and water-sports among the more important active pursuits. Centres of Excellence will be based on the following criteria: Supply at a very high standard of a range of elements which go to make up the holiday experience A commitment by industry product and service providers to awards-based, consumer-focused service training and customer care A commitment to networking with other appropriate tourism suppliers so as to maximise inter-operator cross-selling on a local and regional basis A commitment to environmental best-practice as set out in the Fáilte Ireland s action plan, Tourism and the Environment A commitment by industry participants to buy-in to the management, development and co-ordination of the Centres of Excellence process on an ongoing basis 2.3 Key South East Regional Strategic Goals Based on the future vision for tourism, including developing Centres of Excellence, five strategic goals have been agreed for the South East region. The goals address recent performance trends and competitive advantages as developed from detailed analysis and stakeholder objectives. KEY SOUTH east REGIONAL STRATEGIC GOALS Strengthen the region as a leading heritage destination Expand the cultural and events offer, positioning the South East as a happening place Further develop the Family fun and resorts activities offer Develop water-and land-based access and recreational activities Improve transport access to and within the region. South East Tourism Development Plan

17 2.4 Guiding Principles In the process of achieving these goals the following guiding principles will be key to success: Protect Ireland s principal strengths people, the natural environment, and sense of place Ensure a focus on quality and economic value Develop attractors which fill a gap for a defined market demand Spread benefits around the region where this meets market needs and has community support Develop facilities that benefit residents and visitors alike Work closely with public authorities, agencies and other stakeholders to achieve objectives. The goals will be achieved by pursuing a set of strategies and programme of actions in product development, marketing and business supports. Fáilte Ireland South East will work with and facilitate public and private sector partners and other stakeholders to achieve the goals set out in this plan. However, at this stage the level and source of investments have yet to be determined. The key to success in securing investment will centre on sustainable project proposals which are market focused. 16 South East Tourism Development Plan

18 Fáilte Ireland s recently launched Environmental Action Plan is intended to advocate a high-quality physical environment for tourism and to promote good environmental practice throughout the tourism sector. The environment is core to Ireland s tourism with: 80% of visitors rating Ireland s scenery as an important reason for visiting Ireland 74% attracted by the natural unspoilt environment 58% citing Ireland s attractive cities and towns (Visitor Survey 2006/Fáilte Ireland). The basic tenet of Fáilte Ireland s policy on the environment is: In the long term, our environmental image as a destination will only be ensured by our success in protecting the quality of the environment. The Environmental Action Plan sets out five key objectives: 1. To place environmental issues at the core of sustainable tourism policy at national, regional and local levels. 2. To advocate for the protection of key environmental and tourism assets. 3. To undertake research leading to a clearer understanding of the relationship between tourism and the environment. 4. To promote good environmental practice within the tourism sector and to advise on the development of ecotourism. 5. To establish a number of strategic partnerships in implementing this plan. Fáilte Ireland South East is committed to pursuing these objectives throughout the region. South East Tourism Development Plan

19 03 Addressing the opportunities and challenges Waterford Crystal

20 3.1 To Strengthen the Region as a Leading Heritage Destination Rationale Heritage is increasing as a tourism motivation and experience, as well as meeting the need of Ireland s largest market segments sightseeing and culturalists. The region already has a number of established heritage attractors Rock of Cashel, Cahir Castle, Kilkenny Castle and Wexford Heritage Park together with Heritage Towns and a rich and varied history which influence the area s built environment and culture. In asset terms the South East is rich in prehistoric field monuments, early Christian sites and historic houses, gardens and estates. The implementation of the Local Heritage Plans will ensure that the development of the tourism industry takes place in a sustainable manner in harmony with the urban-rural, physical and human environment Opportunities The opportunities based on the heritage asset will come from delivering world-class experiences based on best practice interpretative techniques and visitor services. Telling the story in a meaningful, informative and entertaining way to the various visitor nationalities and age groups, while presenting a challenge, will ultimately unlock the tourism potential for the region. Opportunities undoubtedly exist to improve the linkages between the at times disparate sites and attractions, together with the opportunity to develop lesser known and visited sites to add to the visitor experience. The focus on an improved and better integrated heritage experience will provide a number of business opportunities throughout the region for a range of visitor services and facilities including accommodation, catering, retail and transport Strategic fit with markets Heritage represents one of the best fits with Ireland s overseas visitor markets. The region can further capitalise on the appeal to provide a more satisfying experience, resulting in higher daily expenditure and increasing length of stay for visitors, particularly car-touring British and home holiday visitors. Furthermore a more compelling heritage experience offers the region the potential to attract more Americans, as a must see on tour and cruise passenger itineraries, as well as creating reasons to visit for European visitors Challenges and risks Delivery of the goal presents a number of challenges, not least achieving the integration of effort between a range of stakeholders, including OPW, Local Authorities and sites or attractions in private ownership. Fáilte Ireland South East is committed to a catalytic role to bring about the result of projecting and providing a top-class heritage experience in the region. South East Tourism Development Plan

21 Telling the story or the interpretation of the history and heritage of the area and providing a top-class customer service at each site or attraction also presents a challenge which Fáilte Ireland South East will assist with a range of professional services. Furthermore, heritage attractions face particular challenges as to the most appropriate business model to ensure sustainability an area where the Fáilte Ireland s Business Advisory service can assist. The pursuance of the goal is not without risk. Risks would include losing the competitive advantage in heritage to other areas of the country; failure to effect an integrated themed appeal and experience across the sites and attractions in the region; disjointed marketing campaigns; lack of sound business models; or poor visitor experience and failure in customer service. 3.2 Positioning the South East as a happening place Rationale The region already hosts a range of festivals and events cultural, music and sporting which attract both international and domestic attendances. These include well-established world-class events such as the Wexford Opera Festival and highly popular festivals primarily catering to an Irish audience. In each case these events not only boost tourism to the region, but perhaps more importantly, create awareness of the destination as a happening place. Increasingly events are motivators to travel Opportunities Based on the tourism infrastructure accommodation, venues and visitor facilities, the region has an opportunity to build on the existing range of festivals and events to provide a year-round calendar of events to attract more visitors by appealing to a wide spectrum of interests and audiences. The potential to grow the region s share of the festival market is supported by past experience of the key centres particularly Kilkenny, Wexford and Waterford in hosting large scale events and the improving road and rail infrastructure. Several existing events have the potential to grow and attract a wider audience, some events in their infancy need assistance to grow to a viable scale; while further innovation can be fostered to create new imaginative events. The Tall Ships Race will return to Waterford in Strategic fit with markets Festivals and events appeal to a range of market segments and fit very well with the region s prime target markets domestic and British. The growth in short breaks and the increasing market impact of providing reasons to visit combine to position festivals as key marketing tools. 20 South East Tourism Development Plan

22 The range, quality and originality of the calendar of events will help to broaden the market appeal and penetration of specific market segments. The success of events in the South East provides a foundation for further market expansion. In addition to attracting more visitors, a successful calendar of events would further heighten the awareness and appeal of the region, while providing a viable tool for achieving year-round tourism Challenges and risks Achieving the goal is largely dependent on creative input and voluntary engagements of local stakeholders. The human resources are finite and the initiative and enthusiasm of event organisers need a range of supports to achieve sustainable results. Fáilte Ireland South East is very conscious of the need to provide a series of support services for event organisers, ranging from advice on best practice, to business and event management expertise. The current economic and social environment in Ireland is driving a growth in demand for events, however there is the risk of saturation in certain sectors and hence a need for keen attention to greater segmentation in terms of appeal and target market. However, with robust research and improved support services, the region can expand its calendar of successful events. Fáilte Ireland South East will work with organisers to add to the calendar over the coming three years. 3.3 Further Develop the Family Fun and Resorts Activities Offer Rationale The success of the pilot launch of the Family Fun and Activities tourism experience in the South East in 2006 provides a valuable base for further expansion. The integration of a range of holiday components and the commitment of operators to co-operate in delivering a quality experience, position the South East to gain a larger share of the market Opportunities The focus of Family Fun on an integrated activities and a quality experience capitalises on consumer needs in this segment. With the growing prosperity and sophistication of the Irish market, the region is well placed to gain an increasing share of this valuable market. South East Tourism Development Plan

23 3.3.3 Strategic fit with markets The Irish market is the region s top source of vacation business catering to an expanding holiday-home and-hotel based clientele. The region is well located within convenient journey time of the two top population concentrations Dublin and Cork as well as serving a buoyant day trip market from other centres of population. Delivering a quality holiday experience can provide businesses in the region with a competitive advantage over other parts of the country Challenges and risks Sustaining the initial pilot scheme while rolling it out to other locations in the region may present a challenge which will require Fáilte Ireland South East to continue to provide the necessary range of marketing and business supports to participating businesses. While feedback on the concept and current pilot experiences are positive, sustained focused marketing and consistent attention to quality will be required to ensure longer term success. The competitive pressures from other popular destinations with new developments and increased marketing will continue to represent a threat to the commercial success of the concept hence the need to ensure a competitive quality edge. 3.4 Develop water and land-based activities Rationale The natural resources of landscapes, rivers, coastal resources together with cities and towns, constitute the foundation for much of the region s tourism. Access to countryside, a national issue of concern, is much less of a concern in the South East than elsewhere. The region has an excellent network of waymarked ways, a good customer base and an active supporting industry. The five great rivers of the South East are regarded as a major under exploited tourism asset. The rural areas offer a good selection of walking and cycling trails while the five rivers provide significant opportunities for developing rural tourism in many forms. Although rural accommodation has some quality issues it does not appear to be under such pressures as it is in other regions. 22 South East Tourism Development Plan

24 The South East is well served by the three key tourism hubs of Waterford, Wexford and Kilkenny. These in turn are supported by some first-class facilities and attractions in other centres such as Carlow, Cashel, Cahir, Dungarvan, New Ross and seaside resorts such as Courtown, Rosslare, Tramore and Dunmore East. The traditional role of the South East as a domestic holiday destination has resulted in considerable coastline development but questions of beach management and improved facilities such as slipways for boats and additional marina capacity are issues Opportunities Tourism must develop in a manner which is sustainable economically, environmentally and socially. The green agenda will be of increasing importance. Fáilte Ireland South East can play a lead role as the National Tourism Development Authority involving leadership, co-ordination and direction to all public and private sector partners. The marine and rural natural resource base offers an opportunity to further develop a range of leisure activities, for which visitors are increasingly looking. Opportunities exist to develop: Walks and cycle routes River-based activities such as canoeing and angling Sea activities such as sailing, sea angling and recreational boating Team and individual sporting activities Recreational activities including golf and equestrian Strategic fit with markets The market both overseas and domestic is increasingly seeking a range of leisure activities, including health and spa treatments. Despite an ageing demographic, the market is becoming more active and health conscious. The further development of activities on land and water in the South East will enable the region to match demand and keep up with the competition. The range of activities can equally meet the needs of the domestic and overseas markets, provided they are easily accessible and offer value in terms of quality and price of the experience. South East Tourism Development Plan

25 3.4.4 Challenges and risks As river-based facilities and access have been in decline for many years, the challenge will be to overcome this trend and to establish economically viable businesses and services catering to recreational and tourism use. Issues in relation to water quality and pollution will also need to be addressed. Reconciling the various user groups will also need to be addressed. The maintenance of walking and cycle routes, whether inland or coastal, has traditionally been a challenge, one which will need significant management focus by local authorities and other stakeholders. Ensuring environmental protection, especially in exposed coastal areas, will also require focus and careful planning. Balancing marina demand from local residents with availability for visiting sailors is a national issue but one which could be particularly acute in the South East because of its geographical position. 3.5 Improve Transport Access to and within the South East Rationale Access to the region is critical to success as is a good network of roads to connect the main centres and attractions within the region. Fáilte Ireland South East supports the Local Authorities of the region in listing in the Regional Planning Guidelines as Critically Enabling Investment Priorities [CEIP] the following: CEIP 1: Development of a high quality dual carriageway roadway, improved public transport services, road and rail along the central strategic transportation corridor as identified in Section 3 of the National Spatial Strategy, to link Waterford City (the regional hub) with Dublin via Kilkenny and Carlow. CEIP 9: Development of the full potential of the South East Regional Airport, Waterford, through extension of the existing runway, improved transport linkages between the airport, Waterford City and the region, and facilities for additional operators offering services to and from this location. The tourism rationales for these CEIPs are: the South East is more heavily dependent on domestic tourism earnings than any other tourism region - the greater Dublin metropolitan area is the region s most important tourism catchment area; and Air travel has considerably outpaced sea travel as the preferred means of access to Ireland as an island holiday destination. The South East must be able to offer a range of inwards air-access services in order to maintain its share of overseas tourism earnings, currently among the lowest of all tourism regions in Ireland. The stated partnership approach of Fáilte Ireland South East coupled with its Centres of Excellence strategy is designed to capitalise on these opportunities. 24 South East Tourism Development Plan

26 Poor signage is the single biggest cause of visitor dissatisfaction. Closer cooperation and consultation will be required between all agencies to address this issue successfully Opportunities With the increasing pressure on available time and an emphasis on convenience, the region will need to focus on improving ease of access and journey times in order to attract more visitors. The spatial spread of the attractions of the region also requires a good roads network to facilitate visitation of multiple locations and the inclusion in tour itineraries. The introduction of the Irish Ferries Oscar Wilde ferry onto the European Route is especially welcome Strategic fit with markets Good road and rail networks are essential for the domestic market, while gateway access, internal transport links and well-signed roads are necessary infrastructure for overseas visitors. Rosslare Europort, with its ferry services from Britain and France provide good regional access Challenges and risks While traditionally the region has relied heavily on car visitors driving via Rosslare, this market has been in decline. The trend away from ferries and traffic congestion in favour of low-cost air services is one that is one that will be difficult to reverse. A particular challenge for the South East will be to ensure that Rosslare services can at least hold market share to ensure their continued viability. Expansion plans for Waterford Airport, together with the growth in regional air services presents an opportunitypresents an opportunity. The identification of potential new routes between Waterford and provincial points in Britain and France with sustainable traffic patterns will require careful research and co-operative engagement of all stakeholders. Fáilte Ireland South East with Waterford Airport will focus on new route development opportunities. South East Tourism Development Plan

27 04 What needs to change? What actions? Nicholas Mosse Pottery, Co Kilkenny

28 4.1 A Partnership Approach This strategy focuses on a range of activities necessary to deliver tourism growth in the South East. Fáilte Ireland South East is committed to providing leadership, advocacy facilitation as well as delivery through key functions including product development, marketing, business development and visitor servicing. Only by integrating these elements of the tourism industry will an efficient and effective delivery of an outstanding experience come through. Fáilte Ireland South East will be a facilitator in the field of product development, maximising the opportunities available for growth, act as a catalyst and as a proponent of new development. It will rely however on many partners and will not itself be a developer. The Plan therefore has an indicative element within it particularly for major new developments which the organisation will champion and bring to life. Fáilte Ireland South East will work closely with all local agencies to co-ordinate an integrated approach to tourism development in the region. The key implementing and funding partners will be as follows. Local authorities In terms primarily of: Tourism infrastructure Public amenities Local Authority operated visitor attractions Development planning Signposting and roads Coastal resorts and beach management. LEADER companies In terms primarily of: Community tourism initiatives SME support funding Marketing integration. County and City Development Boards They will be key partners with respect to the communication and delivery of a co-ordinated regional strategy at local level. Implementation of the regional tourism strategy objectives will take account also of individual Local Authority Development Plans for: Tourism Recreation the protection and conservation of the environment and the arts. Business and Tourism Enterprise By way of: Support for business development Human resource development Marketing Quality delivery. State Agencies (including OPW, Coillte etc.) In developing quality tourism experiences. South East Tourism Development Plan

29 4.2 Key Actions to Reach Goals South East Strengthen the region as a leading heritage destination Develop new attractors e.g. Waterford s Historic Quarter, Rock of Cashel as World Heritage Site. Improve access and interpretation of existing sites Region s Top 10 attractions including National Heritage Park. Develop new urban cultural heritage trails and improved interpretation in conjunction with Local Authorities in each city/town. Access to Houses and Gardens develop network to include Mount Congreve, Altamont, Woodstock, J F Kennedy Park and others. Expand the Festivals and Events - the South East as a happening place Further expansion of existing Festivals and Events provide practical supports. Support the introduction of an events and entertainments ticketing service new web-based service. Encourage professional development within the sector new enterprise supports. Roll-out Family Fun and Resort Activities offer Link active and passive products expand beyond Tramore, Dunmore East and Hook Peninsula. Develop beach management and environmental stewardship focus on improving Blue Flag beach amenities. Focus on water and land-based access and recreational activities Expand land-based and rural activities programme with Local Authorities and LEADER. Improve product clustering foster enterprise networks. Coastal access including natural coastal path, car parking and erosion protection. Marinas encourage new marina development. River and Canal Experience explore leisure use.s Countryside quality actively support good environmental management. Better transport access to and within the region Air Services marketing support for new routes to and from Waterford Regional Airport. Ferry Service focused marketing campaigns to boost demand. Rail to improve the tourism focus of existing and potential rail services to the South East. Roads and signposting work with NRA and Local Authorities to ensure tourism friendly signage. 28 South East Tourism Development Plan

30 4.3 Marketing The South East region now faces a number of marketing challenges in both the domestic and overseas marketplaces. The region is almost equally dependent on domestic and overseas visitors. In recent years the region has lost share of holiday visitors to other regions in Ireland. The most marked shift in the composition of the region s holiday visitors has been a steady decline in British visitors, reflecting the fall-off in own-car tourists. Key Marketing Objectives Maintain market share of overseas holidaymakers visiting Ireland. Sustain the growth in Irish holidaymakers visiting the region. Key Strategies Focus on best prospects (Sightseers and Culture Seekers) in selected source markets. Integration of activity and complementary strategies with industry partners, especially carriers, and national and local tourism bodies for maximum impact. Heighten the appeals of the region to attract more activity enthusiasts to the region, including walkers and golfers. Optimise the use of new media communication and distribution channels. Adopt a more research-based approach to marketing and measurement. A co-ordinated and integrated approach to destination and tactical marketing working in partnership with Tourism Ireland, trade partners, county tourism organisations, and carriers will be essential to sustaining growth. The planned marketing programme is rooted in consumer and industry trends and will be based around the following activities: Support to Tourism Ireland s campaigns in overseas markets by participating in trade and consumer promotions, handling visiting travel trade and media, and providing product offers and web content. A promotional campaign aimed at the car touring market from Britain. A promotional campaign around the introduction of the Irish Ferries 'Oscar Wilde' on the France route. Exploit the marketing opportunities presented by existing and new air access routes into Waterford airport. Promote short breaks to overseas visitors in Dublin and Cork. Lead the South East s year round Discover Ireland campaign. Re-launch the South East Holiday Guidebook as a pocket-size companion guide. Support the further development of the national web data base to assist visitor servicing operations and marketing fulfilment. Develop a comprehensive intra-regional communication programme for the industry, using online and offline media to supply up-date information on things to do and see, festivals, events and entertainment. South East Tourism Development Plan

31 4.4 Enterprise Development In the South East the tourism-specific services to support business development and enterprise growth have recently been strengthened with a new position of Business Development Manager. The objective is to influence the design, theme, format and range of industry supports. These services will become increasingly consumer-centric and will be tailor-made to support the key strategic objectives for tourism in the South East. The existing range of Fáilte Ireland skills development services including Optimus, Performance Plus and Locally-Based Training Networks will continue to be widely promoted. As an integral element of the new regional strategy, they will be supplemented by new schemes to address each of the critical goals in the regional strategy. The key strategic objectives for the immediate future will be: Build the concept of Quality and Excellence into all business and people development activities Identify and develop industry training and business development programmes to support regional tourism product development strategies and to meet specific regional needs Encourage industry support for skills enhancement programmes in line with regional and national objectives Liaise with third-level colleges in terms of innovation and networking initiatives Provide an expert enterprise support service in co-operation with LEADER Companies and others as appropriate Provide regional intelligence and feedback to central services to influence service development and policy. Future training and skills enhancement initiatives will be developed in consultation with the key industry players. They will support the specific objectives outlined earlier in terms of establishing Centres of Excellence through a focus on setting up Tourism Enterprise Groups across the regional product range and with a special focus on the holistic consumer experience. 30 South East Tourism Development Plan

32 The following are some examples of certificate-based training initiatives currently under consideration: Heritage and Culture A training programme for reception staff and guides at visitor attractions including in particular the 16 OPW operated sites in the region. Family Fun Activity Products Festivals and Events Self-catering A training programme for product providers signing up to the Family Fun Charter. A training programme for hospitality staff in golf clubs, equestrian centres and other activity operations which affiliate to a proposed new National Standards Charter. A training and development programme for organisers of the primary festivals and cultural events taking place in the region. A training programme to assist approved or listed self-catering operators in the transition to a new Operational Charter. 4.5 Visitor Servicing A network of Discover Ireland Centres is being rolled out by Fáilte Ireland as a key strategic component of providing a better visitor information service across the country. The new concept will focus on providing comprehensive and high-quality visitor information in a pleasant environment, delivered by a combination of personalised concierge service and high-tech self-service kiosks. The ambiance of the new centres will be visitor friendly, with the service designed to cater to individual needs. Over the next three years existing Tourist Information Offices will be re-branded and refurbished to provide an improved and a more visitor-friendly service. Waterford, one of five pilot centres, will open for the 2008 season. South East Tourism Development Plan

33 4.6 Targets Ambitious targets have been set for the period , most notably to continue to grow the short break Domestic business while maintaining market share of the long break family market. Internationally the target is to halt the decline in car brought holidays, while maintaining share of the growing European and other overseas markets. By 2010, the region aims to earn up to 600m from leisure and business tourism. The target is to attract up to 1.7 million holiday visitors to the region by Table 401: 2010 Targets Holiday Visitors 2006 Low Mid High Domestic/NI 692, , , ,000 Overseas 650, , , ,000 Total 1.34m 1.57m 1.63m 1.72m 32 South East Tourism Development Plan

34 South East Tourism Development Plan

35 05 Summary Action Plan 34 The Metal Man, Tramore, Co Waterford

36 Details Elements Partners Timeframe Strategic Objective 1: Strengthen the region as a leading heritage destination a. Development of new attractors Action 1: Assess the potential to develop Waterford s medieval walled city s Historic Quarter as an iconic focal point for international tourism in this NSS-designated South Eastern regional gateway. This will include an evaluation of the tourism potential of the Woodstown Viking excavations for incorporation and interpretation within the historic quarter, thus also giving special focus to the city s unique maritime heritage. Action 2: Support the case-making process for the designation of the Rock of Cashel as a UNESCO-listed World Heritage Site. Local Authorities OPW DEHLG The Heritage Council Priority High P&MD Division b. Improve access and interpretation of existing sites Action 1: Prioritise the region s existing top 10 visitor attractions and investigate the potential of an upgrading programme to include interpretation and ideally also, animation. Key priorities to include the Irish National Heritage Park at Wexford and tourism-friendly OPW-operated sites. Action 2: Investigate the opening up of the great hall at Kilkenny Castle for occasional premium events (conferencing/banqueting/etc). Action 3: Local Authorities have potential to undertake a greatly expanded role as operators of local State-owned properties and this will be actively encouraged. Action 4: The car-and coach-parking requirements of an expanding tourism industry will be kept under ongoing review, in consultation with the Local Authorities. Local Authorities Visitor Attraction Operators OPW Priority High P&MD Division c. Develop new urban, cultural and rural heritage trails and improve interpretation d. Houses and Gardens Action 1: Support Local Authorities and others in the development of guided and self-guided tours and trails with well-defined cultural and heritage themes. Action 1: Support the creation of an operational network of the primary houses and gardens in the South East for example the unique world-rated horticultural collection at Mount Congreve in County Waterford as well as such Great Gardens of Ireland listed sites as Altamont in County Carlow; Woodstock, County Kilkenny; JF Kennedy Park in County Wexford etc. These should include the clustering of marketing activities, signage and signposting, and incentivised or discounted access. Local Authorities Garden and Attraction Operators Commence Programme P&MD Division Commence Programme P&MD Division South East Tourism Development Plan

37 Details Elements Partners Timeframe e. Historic Towns and Villages Action 1: Ensure Local Authorities make use of available tax incentives including the new Business Expansion Scheme and to encourage revitalisation of the region s most important historic urban centres as identified in the Shaffrey report. The NSS should also be used to provide a point of reference in the prioritisation process. Local Authorities and Private Sector Strategic Objective 2: Expand the cultural and events offer, positioning the South East as a 'happening place' Commence Programme P&MD Division a. Development of existing Festivals and Events Action 1: Provide practical support to professional event organisers and for community-based initiatives in order to achieve a year-round programme of entertainments, festivals and events. Action 2: Ensure good geographical spread and effective co-ordination to minimise overlap and local competition in terms of scale, appeal and timing. Action 3: Proactively encourage new events based on geographical, seasonality and/or theme gaps. Event Organisers LA Arts Officers AOIFE LEADER Priority High P&MD Division b. Support the introduction of an events and entertainments ticketing service c. Encourage professional development within the sector Action 1: Create a web-based integrated entertainments information and reservations service with linkages into the new regional and national visitor servicing network of Discover Ireland Centres'. Action 1: Provide training and professional development programmes targeted at high-end event organisers. GULLIVER LA Arts Officers Commence Programme BD Division 36 South East Tourism Development Plan