TARGET. At least 505m revenue from tourism by 2010, with more than 900,000 holiday visitors EAST & MIDLANDS TOURISM DEVELOPMENT PLAN

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1 FÁILTE IRELAND EAST & MIDLANDS Regional Tourism Development Plan

2 EAST & MIDLANDS TOURISM DEVELOPMENT PLAN TARGET At least 505m revenue from tourism by 2010, with more than 900,000 holiday visitors East & Midlands Tourism Development Plan

3 EAST & MIDLANDS TOURISM DEVELOPMENT PLAN HEADLINES Strategic goals: Develop and market the region around the themes of Lakelands and Inland Waterways (Lakelands hereafter) Equestrian Ireland Beyond Dublin Heritage Country For its part Fáilte Ireland East & Midlands commits to: Work with industry partners and all stakeholders to gain competitive advantage by promoting the full implementation of the development and marketing priorities framework and by improving overall quality in tourism Work with local authorities, state agencies, LEADER companies, businesses and local groups so that their vital contributions to the plan can be fully realised Provide leadership, advocacy and facilitation to the industry and all stakeholders Deliver marketing, business development and training services to the industry Ensure a strategic fit between markets and products 2 East & Midlands Tourism Development Plan

4 PLANNED ACTIONS PLANNED ACTIONS: Lakelands: Position Ireland s central waterways as a distinct offering in the domestic and overseas markets Improve the standards of both water and shore-based facilities along the waterways Identify and develop tourist hubs within the region that offer a range of tourist services including good transport links Equestrian Ireland: Position the region at the heart of equine activities in Ireland including developing an iconic brand proposition Develop high-profile international partnerships and work to target networks and network members Develop race meeting and major event-led marketing Work with industry on standards and on friendliness towards visitors in the industry Work closely with key stakeholders Beyond Dublin: Develop the potential of the region s location relative to Dublin Focus on quality resorts and upgrade the experience for tourists visiting towns throughout the region Focus on top-quality products Focus on geographic diversity Heritage country: Assemble, develop and present quality heritage experiences Develop the stand-out themes including Boyne Valley, Christian Heritage, Walled Towns, Literature, Music and Industry Establish working groups to develop the culture and heritage offering in the region Quality improvement: Improve standards across the board to ensure that all parts of the experience excel East & Midlands Tourism Development Plan

5 EAST & MIDLANDS TOURISM DEVELOPMENT PLAN More aggressive marketing: Comprehensive year-round Discover Ireland campaign Work with Tourism Ireland on active overseas marketing campaigns to promote the themes of the region to 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 East & Midlands, through its new Business Development Manager working with SMEs, micro businesses and Tourism Learning Networks 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 Mullingar in 2008, followed by the redesign of the TIO network, giving the visitor easier access to information Pilot the use of new communication technologies for tourist use 4 East & Midlands Tourism Development Plan

6 CONTENTS PREFACE 6 1. TOURISM IN THE EAST & MIDLANDS - WHAT S BEEN HAPPENING? Current Tourism Demand Why visitors come to the region Forces for Change Product Audit SHAPING THE FUTURE The Vision for Irish Tourism Delivering a Distinctive Experience Key East & Midlands Regional Strategic Goals Guiding Principles ADDRESSING THE OPPORTUNITIES & CHALLENGES Delivering the Lakelands experience Exploit Equestrian Ireland Capitalise on Beyond Dublin potential Selectively exploit Heritage Country theme Focus on quality improvement Implementation WHAT NEEDS TO CHANGE? WHAT ACTIONS? A Partnership Approach Key Actions to Reach Goals Marketing Enterprise Development Visitor Servicing Targets SUMMARY ACTION PLAN 34 East & Midlands Tourism Development Plan

7 PREFACE Following the re-organisation of regional tourism structures, Fáilte Ireland East & Midlands, as part of the National Tourism Development Authority, is charged with delivering increased tourism benefits to the counties of Kildare, Laois, Longford, Louth, Meath, Offaly, Westmeath and Wicklow. The purpose of the reorganisation was to increase effective local delivery of key tourism objectives, as contained in the National Development Plan and Fáilte Ireland s Product Development Strategy. The East & Midlands Tourism Plan has been developed through a comprehensive consultative and partnership-based process with inputs from a wide range of stakeholders and partners in the public, private and community sectors. TTC Tourism & Transport Consult facilitated and guided the process. The plan defines the priorities for the region s product and service development, destination marketing, and enterprise development in the period To ensure the success of the realignment of role, functions and structures of regional tourism, Fáilte Ireland East & Midlands has, in conjunction with stakeholders in the region, prepared the East & Midlands Tourism 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 businesses and resident communities to achieve the targets set for tourism in the region. The plan provides a road map so that all key players from both the public and private sectors can effectively contribute to the further development of sustainable and economically beneficial tourism in the region. The East & Midlands Region s Tourism Plan focuses on: Strategic decisions on planning and investment in regional attractions, activities and infrastructure to ensure the best outcome for the region Clearer direction for all stakeholders including clearer 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 East & Midlands Tourism Plan is consistent with the national strategy with strong regional ownership derived from the consultative approach to its formulation. The plan contains a set of practical interventions and projects to grow the value gained from tourism and to limit potential negative impacts of tourism in the region. 6 East & Midlands Tourism Development Plan

8 Fáilte Ireland East & Midlands 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. The overall aim is to: Provide the necessary tourism infrastructure and service in the region to sustain tourism revenue in the local economy Help businesses and employment in the hospitality sector to grow Project a better appeal 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. East & Midlands Tourism Development Plan

9 01 Tourism in the East & Midlands - What s been happening? 8

10 1.1 Current Tourism Demand A total of 416m was spent by an estimated 1.8 million visitors to the region in Over recent years visitor numbers have increased while real-term earnings have shown little change. Close to 800,000 visitors to the region were on holiday or leisure trips, in almost equal number from home and overseas. The overseas visitors came mainly from Britain and mainland Europe and spent 1.5 million bed-nights or two out of every three bed-nights in the region. Over the past six years the region has gained market share of the Republic and Northern Ireland markets while its share of overseas holiday visitors to Ireland has slipped. Fig. 1.1: Holidaymakers to the East & Midlands (000s) Fig 1.2: Origin of holidaymakers to the East & Midlands 2006 East & Midlands Development Plan

11 1.2 Why visitors come to the region The reasons to visit reflect the varied tourism characteristics of the diverse area which is the East & Midlands region. Reason to Visit The Shannon lakes and canals Heritage/historic sites Festivals and Events Houses and Gardens Areas of scenic beauty The Horse Golf Resort Hotels Comment Ireland s premier waterway system is attracting a declining number of cruising and angling visitors. The major sites (eg. Newgrange, Knowth, Clonmacnoise, Glendalough); towns (eg. Kells, Trim, Athy); and other heritage and historic attractions combine to provide a rich heritage menu. A range of festivals and sports related events attract increasing numbers of visitors. A number of sites open to the public, including Powerscourt, Russborough, Avondale and Belvedere provide reasons for day trips or en-route stops. Most notably, Slieve Bloom, Cooley Peninsula and Wicklow Natural Park provide attractive natural bases for outdoor pursuits. The international reputation of Ireland in the bloodstock world breeding, racing, three day eventing, show jumping and sales attract visitors from home and overseas and is a strength of the region. The region has hosted the Ryder Cup, Seve Trophy, European Open and Irish Open over recent years and attracts golfers to its many parklands and links courses. A number of resort and destination hotel properties, within driving distance of Dublin, are attracting an increasing number of visitors, including business-related meetings, etc 10 East & Midlands Tourism Development Plan

12 1.3 Forces for Change Recent trends and developments in leisure travel indicate factors likely to influence demand, supply and distribution of the tourism experience in the short-to medium-term future. These include: changing customer profiles; changing customer 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. There are also a number of social, economic and environmental factors which impact on the quality and depth of the Ireland holiday experience. 1.4 Product Audit AND SWOT ANALYSIS A recent audit shows that the region needs to address quality issues across all product sectors and to enhance the appeal of the region as a place to stay by expanding the range of accommodation-related experiences. East & Midlands Tourism Development Plan

13 Table 102: SWOT Analysis Strengths Weaknesses Proximity to Dublin (accommodation and day tours) Lack of identity and geographic spread Access via Dublin Airport and seaports Variable product supply and quality Road access (new motorway system) Many non-traditional tourism areas Historic Houses and gardens Declining angling demand and quality Business tourism facilities Heavy reliance on domestic tourism and on Dublin Growth in accommodation base Access to and interpretation of historic sites High profile attractors and heritage sites Countryside access Limited all-weather facilities Product integration and cross-selling 12 East & Midlands Tourism Development Plan

14 Opportunities Threats Shannon river experience High dependence on domestic market Day trips ex-dublin Limited product and appeal Equine tourism potential Motorway network bypassing key towns Festivals and events Increasing road traffic volumes Walking, cycling and outdoor opportunities Visual pollution and environmental degradation Carlingford and other areas Dormitory-town syndrome Bogs and peatland, including use of forests Linkages of inland waterways systems Self-improvement products East & Midlands Tourism Development Plan

15 02 Shaping the Future

16 2.1 The Vision for Irish Tourism The strategic goals for Irish tourism, set out in the National Tourism Development Strategy , focus on achieving value growth based on a quality natural environment, good accommodations and attractors including culture to entice visitors and deliver authentic experiences by attracting investors, high-quality staff and innovators. 2.2 Delivering a Distinctive Experience The East & Midlands regions will, through a focused suite of themes, create a vibrant and rejuvenated tourism industry across the region. The themes will drive new business from the international and home markets and harmonise with the experiential approach of Fáilte Ireland and the National Development Plan. Through careful sustainable development, excellent marketing and visitor servicing and through focused business development and training, the attractiveness and quality of the region s tourism industry will be moved quickly upwards. The East & Midlands Region encompasses many excellent products and features that characterise Ireland s tourism offer. Its geographic stretch runs from Longford in the north-west to Wicklow in the south-east and from Louth in the north-east to Laois in the south-west, incorporating areas adjacent to Dublin which effectively form part of the Greater Dublin area. This mix of counties and products provides the rich blend of attractions and characteristics which make up the region. This Strategy, rather than building a single identity for the East & Midlands region, focuses on developing and promoting a number of themes to drive business to the region. 2.3 Key East & Midlands Regional Strategic Goals A number of goals to address recent performance trends and competitive advantages, based on detailed analysis and stakeholder objectives, have been agreed as part of the consultative approach when forming this plan. KEY EAST & MIDLANDS REGIONAL STRATEGIC GOALS 1. Develop coherent themed sub-regions: Lakelands Equestrian Ireland Beyond Dublin Heritage Country 2. Overall quality improvement East & Midlands 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 a programme of actions in product development, marketing and business supports. Fáilte Ireland East & Midlands 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 investment support have yet to be determined. Success in securing investment support will depend on sustainable project proposals which are market focused. 16 East & Midlands 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 eco-tourism. 5. To establish a number of strategic partnerships in implementing this plan. Fáilte Ireland East & Midlands is committed to pursuing these objectives throughout the region. East & Midlands Tourism Development Plan

19 03 Addressing the opportunities and challenges 18 East & Midlands The Tourism Curragh, Development Co. kildareplan

20 3.1 Delivering the Lakelands experience Rationale The dominant appeal of the region is inland waterways, the rivers, lakes and canals with the river Shannon as its major attractor. These resources provide the base for a range of soft adventure and leisure pursuits, including angling, boating/cruising, walking, and cycling. However, holiday visitors to the region for these pursuits have been in decline in recent years despite buoyant market demand for most of these activities in other destinations. This suggests that the product offering is in need of revitalisation and integration to meet changing customer needs. The national strategy focuses on developing the experience for visitors and it is widely accepted that simply driving the boat is no longer a winning theme. The overall experience on water and on land in restaurants and other attractions such as angling and cycling suggests the need to provide a well-rounded quality experience for the cruising visitor or angler. Walking and cycling can be developed to add to the geographic coverage. Opportunities To exploit the opportunities which exist requires a major revival of the popularity of cruising and of angling across the region. Popularity has been in decline over the last 10 years and the consensus is that the opportunity depends on developing a better environment all round and making the region user friendly in every aspect for the boating or angling visitor. This involves increasing things to do, growing the number of good quality bars and restaurants highlighting local produce and ensuring that the river and lakesides are kept in pristine condition. As the number of privately owned boats on the waterways grows there is competition for space and a loss of the great feeling of isolation that was a strength. This can be addressed by ensuring that the experience is outstanding for all. Opportunity arises too from the plans to develop an integrated Lakelands product. This recognises that there are many players delivering product quality and that many lie outside East & Midlands. By tying in other regions, and all the players, there is an opportunity to develop a seamless experience. Areas beyond the river or lakeside, such as the Slieve Blooms or in associated rural areas, provide opportunity to add to the product mix. East & Midlands Tourism Development Plan

21 Strategic fit with markets There is good strategic fit with many key markets and segments. Soft adventure, rural and urban culture are key experiences and boating and angling or messing about on the river tie in well. Both the domestic and Northern Ireland markets are suitable targets while the key continental European markets remain the major challenge. Access to the markets continues to be an issue with the changing face of air transport, principally the decline in charters and rise of low cost carriers. Challenges and risks The challenge lies in transforming the experience, which is considered essential, and bringing together effectively the many public and private sector players necessary to deliver this. This will require teamwork, focus and astute investment. The risks lie in failing to bring this required transformation about and in allowing the growing private fleet to become the principal user of the waterways with little consideration for tourism. In addition angling may continue to lack the appeal it once had as competing destinations, notably GB home waters, become more attractive for their own angling fraternity 3.2 Exploit Equestrian Ireland Rationale Ireland and the horse are synonymous for many people around the world. The image is very strong and compelling, particularly to an upscale market segment. The appeal and experience can be multifaceted, motivating several niche market segments in each of Ireland s core source markets as well as attracting new visitors from developing markets. The equestrian product strategy has an emphasis in this region because of its many well-known racecourses and bloodstock sales and its wide open horse country. The product is multilayered involving participants in many disciplines as well as spectators and enthusiasts. There is potential to enhance the region s appeal and to focus it as the leading equestrian region of the country. 20 East & Midlands Tourism Development Plan

22 Opportunities Ireland s strong association with the horse can be exploited by East & Midlands to attract increased overseas and domestic visitors and revenues through the promotion of recent product developments, further soft product investment and marketing. An integrated horse-based programme of events and experiences is required to realise the potential. This requires careful segmentation into the main horse-related areas such as: Racing Eventing Showjumping Trekking etc. through the eyes of spectators, participants, owners and followers. Strategic fit with markets There is a good fit with the key short-break, activity and outdoor activity markets approached as spectators, participants or owners and followers. While each requires a different incentive, the sum of the parts will be positive. The domestic market will be important for spectators and there is a fit with GB in this area, and further a field, for participation in many equestrian disciplines. Day visitors too, both domestic and overseas, will be drawn from the capital for events. Challenges and risks The challenges posed relate to the need to achieve real growth in tourism from a sector which in many ways is already performing well. Investment in existing equestrian facilities needs to take an account of the quality standards expected by overseas visitors coming for horse riding holidays and the new classification scheme is an essential support for this need. Equally success in attracting large numbers of overseas spectators to race meetings will require particularly skilful marketing and segmentation. The risks are relatively low for this action. East & Midlands Tourism Development Plan

23 3.3 Capitalise on Beyond Dublin potential Rationale The region is adjacent to Dublin with the country s largest concentration of resident and visitor populations Represents a unique marketing opportunity for the region as a convenient short-break or day-trip destination. This market while at least in theory easily tapped into requires the development of the product priorities and their marketing to ensure that a broader range of attractions and experiences is on offer to Dublin visitors and residents. Accessibility by coach, hire car or, critically, public transport is vital for success as is well-targeted marketing in hotels and other visitor-frequented locations in the capital. High-quality products within the region events, stately homes, parks and landscapes, heritage sites offer an opportunity to build a market awareness as must see attractors. There is a need to focus both on day-trip opportunities and on those which require serviced accommodation including self-improvement courses, conference and business meetings. Easy access to the capital is a positive strength. Opportunities For the region to capitalise on its Beyond Dublin potential will require the development and promotion of high quality short-visit and day-trip reasons-to-visit. This is likely to involve the upgrading of existing attractors as well as investment in new day visitor attractions, particularly for the family sector of the domestic market. In addition to attractors, the region needs to provide adequate visitor services including good value places to eat. Visitors will expect to travel easily between the city and their chosen destination and there is a need for more and better coach tours to and within the region and improved public transport links. Self-improvement courses and MICE business are key strengths in this particular area. 22 East & Midlands Tourism Development Plan

24 Strategic fit with markets There is a good fit with both the domestic and overseas markets. Leisure and business visitors to Dublin present a potential market, while Dublin residents represent the largest domestic source market. The region is well-positioned to meets the needs of domestic and overseas visitors from the capital attracted by motivators such as Hidden Ireland, arts and events, urban and rural culture, gastronomy and soft adventure. The Dublin-based business community is also an important potential source of discretionary business and leisure trips to the region. Challenges and risks The challenge lies in achieving an increase in day-trip and short breaks from overseas as well as the home markets, within the competitive environment for this business. Independent travellers from overseas are potentially a prime target, while the Dublin resident domestic market needs to be convinced of the appeals and attractions of the region which many may regard as too close to home. 3.4 Selectively exploit Heritage Country theme Rationale East & Midlands has a strong range of significant and well-established Heritage sites, heritage towns and historic attractions (including Newgrange, Knowth, Clonmacnoise, Glendalough, Kells, Athy and the Boyne Valley) and so is well placed to offer and deliver a quality experience to domestic and overseas visitors interested in history, tradition and heritage. The geographic spread of these sites and attractions offers the potential to devise itineraries which attract domestic and overseas visitors to less well-known areas of the region. Investment in product enhancement, world-class interpretative facilities and the development of a visitor management system would do much to spread demand more evenly across the geographic spread of attractions to the economic advantage of local communities and would lead to a much improved visitor appeal and experience. Promotion of the Heritage Country theme, including doing things in an historic setting, would broaden the appeal to potential visitors. Opportunities Opportunities flow from the region s established range of heritage and historic attractors. The well established attractions have a must-see status which if harnessed correctly lead to the use of nearby serviced accommodation, pubs, restaurants etc. They could also serve, where appropriate, as the focal point for the exploration of Ireland s history and cultural and Christian heritage. Gateway towns could be promoted as touring bases while soft adventure and events can provide a rich mix of opportunity and things to do. East & Midlands Tourism Development Plan

25 Strategic fit with markets The domestic and international markets can associate with the Heritage Country theme. The visitor experience can go beyond heritage itself and embrace Hidden Ireland, soft adventure, gastronomy and self-improvement. The independent traveller and affinity groups will be attracted by the product mix. Domestic and Northern Ireland visitors will have affinity with particular locations while overseas visitors will continue to be drawn by the internationally known attractions. Challenges ansd risk The challenge is in establishing and communicating a distinct identity for the region as Heritage Country given the strong heritage associations elsewhere in Ireland. Major attractor sites such as Newgrange may be day-visited from Dublin. There is a risk that mixing strong products and weak products to get more visitors to more areas may have a negative impact on the visitor experience. 3.5 Focus on quality improvement Rationale It is clear from the product audit that the overall average quality of the East & Midlands product is, with some notable exceptions, below par. As the region is not a primary destination for most tourists, it needs to compensate by delivering above average quality experiences. This is especially important if the region is to benefit from the concentration of potential domestic and overseas visitors in Dublin. Opportunities Improving quality to deliver a more memorable visitor experience is vital to success in the increasingly competitive tourism business, both internationally and within Ireland. Welcome investment in new hotels in the region must be matched by high quality tourism infrastructure and services. Excellent service across the board must be the aim for the region. Strategic fit with markets Every region will be vying for improved quality so delivery is critical in a region that has few immediately recognised attractors for overseas visitors. The domestic market is increasingly sophisticated in its expectations of product and service standards. Standards in a wide range of activities, for example, transport and information services, can impact visitor experience profoundly. 24 East & Midlands Tourism Development Plan

26 Challenges and risks The challenge is to change attitude not just practice. Long-established businesses may see little reason to change or are uncertain about how to make necessary improvements while new businesses may have physically excellent properties but be challenged by staffing issues. The principal risk is that the need for improvements in standards across the board is not recognised with the result that action is not taken or is taken ineffectually. An effective action programme for improvement in standards, whether in the public or private sector, requires high level commitment, the allocation of financial and time resources and high priority in every operator s business plan. 3.6 Implementation The strategic direction set out above is now translated into a set of actions to achieve each of the goals. The plan outlines the key product development and quality improvements together with the range of marketing activities planned for the coming three-year period. Annual operating plans will provide fuller details of the actions and resources allocated to each task in conjunction with public sector stakeholders and community organisations. East & Midlands Tourism Development Plan

27 04 What needs to change? What actions? 26 East & Midlands Mellifont Tourism Abbey, Development co. Louth. Plan

28 4.1 A Partnership Approach This strategy focuses on a range of activities necessary to deliver tourism growth in the East & Midlands. Fáilte Ireland East & Midlands is committed to providing leadership, advocacy, facilitation and delivery through key functions including product development, marketing, business development and visitor servicing. Delivery of an outstanding visitor experience depends on the effective and efficient integration of these elements of the tourism industry. While Fáilte Ireland East & Midlands will be a facilitator in the field of product development, will seek to maximise the opportunities for growth and act as a catalyst and proponent for new development, it will rely on many partners and will not itself be a developer. The strategy therefore contains an indicative element, particularly for major new developments, which East & Midlands will champion and bring to life. Failte Ireland East & Midlands 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: 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 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. East & Midlands Tourism Development Plan

29 4.2 Key Actions to Reach Goals East & Midlands Lakelands Position Ireland s central waterways as an integrated international and domestic visitor hub. Focus on water-based: - Cruiser Fleets mooring and navigation services - Angling - Boating sailing, kayaking, canoeing, water skiing. Focus on land-based: - Accommodation food and beverage - Attractions - Activities - Festivals. Focus on Athlone-Longford and Mullingar-Tullamore hubs. Equestrian Ireland Position the region as the heart of equestrian activities in Ireland. Using race courses, equestrian centres, trekking centres. Create equestrian experiences. Develop tours, visits, festivals. Establish Visitor Centre at Curragh. Beyond Dublin Develop tourism experiences within easy reach of Dublin. Focus on quality resorts and upgrade the experience for tourists visiting towns throughout the region. Corporate and leisure business domestic and international markets. Golf international markets. Heritage Country Assemble, develop and present quality heritage experiences. Convert day visitors into overnights. Focus on Boyne Valley. Focus on Christian Heritage. Focus on Walled Towns. 28 East & Midlands Tourism Development Plan

30 Focus on Literature. Focus on industry, bogs, music, houses and gardens. Focus on Quality Improvement Average quality products cannot succeed competitively. Excellent new accommodation products must be accompanied by overall top-quality standards. East & Midlands will lead the way in this field. 4.3 Marketing For the East & Midlands region, the geographic spread and diverse appeals of the region present a significant marketing challenge. This requires communicating a range of reasons to visit to varying market segments. Key Marketing Objectives Halt the decline in the region s share of the overseas holiday market and maintain, as a minimum, its share of the domestic market. Attract an increased volume of bednights in paid serviced accommodations. Key Strategies Focus on selected motivators, activities and events, to attract more stay-over visitors. Selectively match key appeals across the region with selected source market segments. Implement integrated and complementary strategies with industry partners and local tourism bodies for maximum impact. Optimise the use of new media communication and distribution channels. Adopt a more research-based approach to marketing and measurement. Fáilte Ireland East & Midlands will develop imaginative and inspiring campaigns linked to the themes developed in the strategy to maximise the impact on the tourism economy of the region. This will include further developing the Lakelands concept in association with other regions and Waterways Ireland. The marketing programme will be based around the following elements: Develop a tactical marketing campaign based on Equestrian Ireland with East & Midlands at its heart utilise the Lakelands concept for tactical marketing and linked collateral marketing Develop tactical marketing for the Beyond Dublin and Heritage Country themes Work with partners to develop domestic campaigns and with Tourism Ireland for super region marketing support the further development of the national TCS as the basis for visitor servicing operations and marketing fulfilment Develop a comprehensive intra-regional communication programme for the industry, using online and offline media, to provide upto-date information on things to do and see, festivals, events and entertainment. East & Midlands Tourism Development Plan

31 4.4 Enterprise Development Fáilte Ireland East & Midlands industry services has been strengthened and extended with the appointment to the region of a Business Development Manger. The Fáilte Ireland portfolio of enterprise and people development, including Optimus, Performance Plus, Continuing Professional Development and Tourism Learning Networks will now be promoted and supported regionally. The key strategic objectives for the Business Development Division regionally will be to: 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 the specific regional strategy objectives 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 Ensure that all these objectives are achieved in the context of and fully supporting the fulfilment of the East and Midlands Tourism Strategy. Interventions will be offered to the regions SMEs providers in all product sectors who employ more than 10 people, and in the micro sector businesses that typically are owner managed and with less than 10 staff if any. A number of key approaches will be taken: 1. New and continuing relationships will be developed with the regions key clients, both accommodation and attractions within the SME sector. This will encourage an ongoing client commitment to enterprise and people development designed to ensure profitability through service and customer satisfaction. Clients will be updated frequently with existing and emerging services, be encouraged to commit to ongoing team training and to be pro-actively innovative in business, market and HR planning. 2. The regional strategy s four themes will be supported over the life of the plan with a number of Tourism Learning Networks designed specifically to support micro providers. They will develop conduits whereby they can link into, complement and enhance both their own and the SME business throughout their catchment. While so doing they will build through learning their own capacity and sustainability. 3. Fáilte Ireland has a long and fruitful relationship with the Tourism, Marketing and Hospitality Schools within the Institutes of Technology. The East & Midlands region will build on this from the local level and seek new mutually beneficial opportunities in the interests of the regional needs with Athlone and Dundalk Institutes of Technology. 30 East & Midlands Tourism Development Plan

32 Specifically in the East & Midlands region, the business development focus will be linked to the four themes identified as key to the Strategy: Theme 1: Lakelands SMEs Tourism Learning Networks Potential Actions Hotels Resorts Major Attractions Slieve Blooms Develop and sustain key client relationships promoting enterprise and people development Customer care Know your region E-marketing E-networking (internal and external of the TLN) Workshop selling requirements and skills Niche selling of the Niche Product Low-cost high-impact selling EU Eco flower criteria Festival and event management Theme 2: Equestrian Ireland SMEs Tourism Learning Networks Potential Actions Hotels Resorts Major Attractions Kildare and West Wicklow Develop and sustain key client relationships promoting enterprise and people development Know-your-region concierge workshops and information channels E-based communication channel development Location resource book Niche-selling of the niche product ow-cost high-impact selling East & Midlands Tourism Development Plan

33 Theme 3: Beyond Dublin SMEs Tourism Learning Networks Potential Actions Hotels Kildare/West Wicklow Develop and sustain key client Resorts East/South Wicklow relationships promoting enterprise and people development Major Attractions Boyne Valley Boyne Valley: Know-your-region concierge workshops and information channels E-based communication channel development Location resource book Theme 4: Heritage Country SMEs Tourism Learning Networks Potential Actions Hotels Kildare/West Wicklow Develop and sustain key client Resorts East/South Wicklow relationships promoting enterprise and people development Major Attractions Boyne Valley Slieve Blooms 4.5 Visitor Servicing A network of Discover Ireland Centres is being rolled out by Fáilte Ireland as a key 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 and friendly environment, delivered by a combination of personalised concierge-service and high tech self-service kiosks. Over the next three years all existing Tourist Information Offices will be re-branded and refurbished to provide an improved and a more visitor-friendly service. Mullingar s Discover Ireland Centre, one of five pilots, will open for the 2008 season. 32 East & Midlands Tourism Development Plan

34 4.6 Targets Ambitious targets have been set for with a particular focus on at least holding share of the overseas market to Ireland after years of a downward trend. The target is to continue to grow the Domestic and Northern Ireland visitor traffic. By 2010, the region aims to earn up to 505m from all tourists, with a target of 900,000 holiday visitors. Table 401: 2010 Targets holiday visitors 2006 Low Mid High Domestic/NI 390, , , ,000 Overseas 370, , , ,000 Total 760, , , ,000 East & Midlands Tourism Development Plan

35 05 Summary Action Plan 34 East & Midlands Tourism Development Plan

36 Details Elements Partners Timeframe Strategic Objective 1: Delivering the Lakelands Experience a. Position Ireland s central waterways as a key international tourism proposition Continue the interagency/industry Task Force to develop the concept and the region. Further involve local authorities. FI E&M Waterways Ireland other FI regions councils Immediate b. Improve the experience Increase the standards of both water-based and shore-based facilities along the waterways: Water-based: Cruiser fleets mooring, navigation services Angling Boating sailing, kayaking, canoeing, water skiing Land-based: Accommodation food and beverage Attractions Activities Festivals FI E&M Partners Industry LEADEr Waterways Ireland Short to medium c. Develop key centres Focus on strategic Lakelands towns improving a range of products including public transport, festivals as well as water and land based attractions and things to do. Centres: Athlone; Longford; Mullingar; Portlaoise; Tullamore. FI E&M Industry councils Waterways Ireland Medium term East & Midlands Tourism Development Plan

37 Details Elements Partners Timeframe Strategic Objective 2: Exploit Equestrian Ireland a. Position the region at the heart of equestrian activities in Ireland Develop an iconic Equestrian Ireland proposition working on the national strategy and taking the lead. FI E&M Industry Equestrian Bodies Immediate b. International Partnerships Investigate potential of high profile international partnerships (Kentucky, Maryland etc) and work to target networks and members. FI E&M Partners Short c. Standards Work with the industry to improve tourism friendliness and standards in the industry including new categorisation system. FI E&M Industry Short d. Linkages Develop international linkages through ITBA/ITM and through delegations at high-profile events. e. Marketing Develop race meeting and major event-led marketing centred around the Equestrian Ireland. FI E&M Industry FI TI Industry Medium Short Medium 36 East & Midlands Tourism Development Plan

38 Details Elements Partners Timeframe Strategic Objective 3: Capitalise on Beyond Dublin potential a. Develop the potential of the region based on proximity to Dublin Convert day visits into overnights by targeting visitors already in the capital using themes of: Carlingford/Cooley Play in the Garden of Ireland Wicklow Slieve Blooms Kildare Luxury Boyne Valley. FI E&M Industry Immediate b. Focus on quality resorts and urban destinations Proximity to Dublin used as a strength to offer top quality products to both corporate and leisure segments. New resorts with conference centres and luxury brands highlighted in this market and new urban centre accommodation of appropriate standards. FI E&M Industry Short Medium c. Focus on top quality products Conference and incentive business; added value leisure and spa; golf all are available in the region and can be exploited under the Beyond Dublin theme. Linkages include: MICE; corporate events; golf; racing; and wellness. FI E&M Industry Short Medium d. Focus on geographic diversity Other quality products can deliver for Cooley, Slieve Blooms etc again using the Beyond Dublin theme. FI E&M Industry Short Medium East & Midlands Tourism Development Plan

39 Details Elements Partners Timeframe Strategic Objective 4: Selectively exploit Heritage Country theme a. Assemble, develop where necessary and present quality heritage experiences The East and Midlands has a rich variety of heritage products to attract both day-visitors and overnights. A key issue is to improve strongly the overnight stay and co-ordinate product presentation and experience to achieve this. FI E&M Industry OPW Immediate b. Develop the stand-out themes Outstanding themes are: Boyne Valley Christian Heritage Clonmacnoise Glendalough St. Patrick Walled Towns Literature Synge; Percy French; Goldsmith; and Joyce Industry Canals, distilleries Bogs, music, Houses and Gardens. FI E&M Industry OPW Councils Heritage Council Bord Na Mona Coillte Short Medium c. Assemble Working groups Assemble working groups to develop the culture and heritage offering in the region to inspire and motivate key players. FI E&M Partners Short 38 East & Midlands Tourism Development Plan

40 Details Elements Partners Timeframe Strategic Objective 5: Focus on Quality Improvement a. Business development related to strategic themes Each of the strategic themes will have an associated business development programme using tools such as: Quality programmes Performance programmes Professional development Advocacy Tourism learning networks Research. FI E&M Industry Short Medium b. Developing Standards This applies to attractions, service providers, transport as well as accommodation. Top-quality resorts will set standards themselves while micro-businesses will need specialist attention as may public sector outlets. A wide range of communication tools and delivery mechanisms will be set in place. FI E&M Industry Short Medium East & Midlands Tourism Development Plan

41 40 East & Midlands Tourism Development Plan

42 Fáilte Ireland East & Midlands, Dublin Road, Mullingar, Co. Westmeath. Tel: (044) Fax: (044)