Atlantic Forum Workshop Cardiff 24 th January Ethna Murphy Destination Development
Overview Ireland s Tourism Development Agenda Marine Tourism Potential What are we currently doing? Information Gaps/ Research Agenda Future Opportunities EUSA Network Considerations
Key Strategic Platforms Developing Destinations Providing practical business supports Policy Advocate Stimulating demand Providing insight & innovation support
10 Key Tourism Destinations Across all bases: Visits Product Weighting Tourism Employment
Supporting Tourism Destinations Presentation Product Interpretation
A definition of Adventure travel by the ATTA: Travel may be classified as an adventure trip if it combines two of the following three elements: A physical activity Interaction with Nature Interaction with culture While the ideal core of adventure travel involves all three elements.
90% of Adventure travel is soft adventure The Hard Stuff Rock climbing Caving Some soft adventure elements Archeology Walking Fishing Cycling Birdwatching Meeting the locals
The industry in Ireland has the expertise, products, landscape and seascape... we now just need to tap into the potential in a sustainable way and make sure Ireland becomes a top global adventure tourism destination Adventure Tourism Marine Tourism
Development Agenda 2011 Building the Experience Vibrant villages, towns and cities on the edge of nature Activity Adventure among natural wonders Vibrant Traditional and contemporary culture Ancient heritage Award winning Irish Food Connection with Locals
Context Review of Marine & Coastal Tourism Policy carried out in 2010 Key findings: Who has responsibility for marine tourims? Marine does not mean Marina Covers all marine infrastructure and activities MI Strategy is excellent- but there are gaps Visitor perceptions of Ireland as an Island with a coastline are very low Obstacles exist but there are significant opportunities too
Obstacles Marina s have obscured discussions Lack of benchmarking Safety and regulatory environment Beach management Conflict between leisure activities in the water Investment Training Water quality Legislation/ planning
Part 2. What we currently do o Work with over 30 coastal communities o Adventure hubs- 800 businesses o Cruise Tourism Sector o Research & Insights- ATTA, consumer research etc o Marine & Countryside Guide Programme o Major Events- Volvo Ocean Race, Tall Ships, European Surfing Championships etc o Blue Flag & Green Coast beach programmes o Port/ Harbour Development plans (e.g. Dublin Port)
Part 3. Information Gaps o Informed by Marine Tourism Policy Review 2010/11- to identify three things: 1. Who has responsibility for Marine Tourism? 2. What obstacles exist? 3. What are the opportunities? o Marine Tourism & Leisure Strategy 2007-2013 o Gap Analysis
Research Agenda 2012 o Key Information Gaps 1. audit of infrastructure, activities & amenities 2. Consumer Demand- potential market, satisfaction 3. Review of Marina and Berthing Facility Tourism Policy o Stakeholder Engagement and Collaboration
Introduction Objective Inform future tourism policy in relation to marina and berthing facilities in Ireland Supply side review Scope Development and funding of marinas and berthing facilities for international tourism use Guidance and insights to the wider marine leisure industry
What resources They Need? Sail boat to Ireland Dedicated visitor berth Berth vacated by annual berth holder (has become a tourist) Supply chain services Base boat in Ireland Annual berth Dedicated visitor berth Berth vacated by annual berth holder Supply chain services Charter a boat in Ireland Charter company Annual berth Dedicated visitor berth Berth vacated by annual berth holder Supply chain services Sailing holiday or course in Ireland Holiday operator or sailing school Annual berth Dedicated visitor berth Berth vacated by annual berth holder Supply chain services
So it s not all about berths? 1. Overseas visitors also need companies to provide services 2. Most of the economic value to be captured from the overseas visitors does not lie in berths per se No! 3. It lies in the supply chain 4. AND in the indirect sales to visitors (restaurants etc.)
What does this mean? To maximise economic value from international tourism in the marine leisure sector need to target value from all of the cake and not just a slice of this and the indirect benefits (restaurants etc.)
Enablers 1. Governance 2. Safety, Security 3. Clean green 4. Business Dev, Marketing & Promotion 5. Research 6. Training/ Educ 7. Infrastructure 8. North/ South Cooperation
Part 4 Opportunities
The Anglers Welcome Experience Travel, Stay, Fish, Play Theme Product Quality Added Value Services Personal Touch & Professional Standards
Wild Atlantic Way
THE WILD ATLANTIC DRIVE - BUILDING ON INVESTMENT - Central spine Scenic loops Significant investment Principal town
Cruise Tourism
Further Opportunities o Sea & Shore Angling o Festivals & Events o Potential for niche activities in key marketssurfing, diving, marine wildlife tours o Infrastructure- existing infrastructure, improve access/ skills, assess new developments to fill gaps o Partnership/ Collaboration
EUSA Network opportunities o Partnership/ Collaboration o Hub / Cluster development o Consumer insights & trends o Infrastructure development models and evaluation
EUSA Network opportunities o Cruise Tourism Development and Consumer data o Angling innovation and growth o Alignment with Education and Training actions o Experience Development model innovation, business support, interpretation and animation