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Case Study of the Midland Region SME’s and communities involved in water tourism and related activities. Team involved in Report:. The Tourism Company The Tourism Research Centre (Dublin Institute of Technology). We would like to thank the following:.
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Case Study of the Midland Region SME’s and communities involved in water tourism and related activities
Team involved in Report: • The Tourism Company • The Tourism Research Centre (Dublin Institute of Technology)
We would like to thank the following: • The Regional Working Group and the SME’s for taking the time to participating in the survey’s and providing useful information. • Waterways Ireland who kindly allow us to use ‘Waterways Ireland Users Research Report’ and for all the additional information that they provided.
‘Tourism is one of the largest & most important components of indigenous industry within the Irish economy. Not alone is tourism a major contributor in generating foreign earning and sustaining employment, But it also plays an important role in developing rural economies & contributing to spatial balance.’
General Trends Domestic • In 2004, a total of 7 million trips were taken within the Republic by Irish residents, with an expenditure of €1 billion. • This represents an increase of 5% on the number of domestic trips taken in 2003 while expenditure increased by 7%. Overseas • Overseas tourist visits to Ireland in 2004 increased by 3.3% to 6.4 million.
Changing Consumers Trends, according to Latest International Research: • ‘There will be more “active” older travellers, seeking quality experiences, and with an interest in heritage, culture & environmentally-based tourism, and a growing awareness of value for money.’ • ‘There will be increased demand for customised holidays, tailored to personal leisure or activity interests.’
‘‘A significant segment of consumers will be increasingly “time poor”, and this, together with heightened concerns about security and safety, will result in greater demand for short breaks in nearby destinations, such as urban-based or “clustered” destinations.’ ‘Off-season demand is expected to grow, with more interest in niche products.’
We are going to look at: • Overview of the markets. • Current situation analysis. • Recommendations for development of new products & services, and the improvement of existing products & services. • Comments & recommendations for marketing & promotional activities. • Show transferability of best practice to project partner regions. • Recommendations for branding waterways in the Midland Region.
Methodology Used: Stage 1 : Research & Consultations Secondary Research Survey of R.W.G Survey of SME’S Stage 2 :Research Analysis Stage 3: Recommendations Stage 4: Finalise Report
Revenue generated by overseas tourists to the region(2003) (€m)
Revenue generated by overseas tourists to Midlands Region (€m) • The average spend per visitors to the Midlands Region is €399
Sporting Facilities & Services in the Midland Region (Numbers)
Survey of 318 Waterways Usersfrom Waterways Ireland Users Research ReportOccupation of respondents
Length of Time Spent on the Waterways • 3.6 days Average length of time spent by respondents on the waterway
Rating of Waterways & Facilities 86% Very good or good Royal Canal was rated the highest & Grand Canal least satisfied Main reasons for rating waterways positively were: • Peaceful/quiet/nice area • Good fishing • Relaxing/a way of life The following were rated either poor or very poor: • Children playgrounds • Pump out facilities • Showers • Ships Chandlery • Refuelling facilities
Facilities that need to be Developed • 31% - Public Toilets • 18% - Showers / lockers / changing facilities • 16% - Improved pathways / walkways/ towpaths • 14% - More bins / a litter clean up
Overview of Issues Highlighted by the Regional Working Group: • Majority of waterways users do not encounter any difficulties in accessing the waterways. • Majority of waterways users do not encounter any difficulties in sharing the waterways with other users. • Opportunities exist for water tours in Midlands Region. • There is support for regulatory review in such areas as: • Driving License for boats & cruisers • License for fishing • Speed limits • There is support for improvements & developments in the area of quality standards.
What people are looking for when they book inland cruising holidays: • Relaxing holiday with peace, tranquillity, beautiful scenery, unspoilt environment, home comforts, friendly atmosphere, good prices, good restaurants & pubs with excellent food. • People are looking for the Irish experience, to visit heritage sites, a holiday with a different with good quality services. • To unwind, have a fun new experience visiting interesting places & cruise in beautiful surrounding, all in hassles free environment
The perceived USP’s of the Midland Region as a waterways holiday destination: • Unspoilt environment, access to the rural areas of Ireland, relaxing, enjoy the green grass, good water, the ‘craic’ and good hospitality. • Waterway are not overcrowded, freedom in vast areas away from hustle &bustle, & the stress of life. • People – the friendliness of people from midlands & extremely gentle & obliging waterways users. • Lack of regulations • Free mooring & good quality facilities at minimal cost. • Numerous locations, such as castle, fishing, monastic sites, gardens, golf • Activities & services available along the waterway. • Overseas visitors have quick & easy access to the waterways, by using the access points at Dublin & Shannon Airport.
The Perceived Disadvantages of Ireland as a Waterways Holiday Destination • Pricing and competition with other products. • Lack of information about the waterways, limited signage, lack of access points to the waterways. • Lack of information on services and facilities on waterways, such as cafe, restaurant, pubs & shops • Linear routes along the waterways, people have difficulty in returning to their cars. • Lack of hire cruisers and narrow boat companies offering service on the canal and rivers.
Based on the SME’s & the Regional Working Group Survey’s the following Key Recommendations were made
The Following Facilities Require Further Developed: • Pump out Facilities • Public Facilities (changing rooms, showers & toilets) • Restaurants • Children’s Play Areas • Litter Management • Mooring Facilities • Electrical Points • Chandlery Shops • Fishing facilities & Access points • Designated Swimming areas • Return transports to cars • Kids Summer Camps • Improved Information Points • Safety & Security on the Waterways
The Following Products Offer Opportunity for Further Development: “Currently an in-ordinate focus on cruising/ boating activities and tourists . Need for variety of land based activities and alternative water based activities.”
Products Two priority products which offer opportunities require development are walking & cycling: • Attractive walking & cycle routes could be developed, running along the waterways but also taking in places of interest nearby. • Routes could be developed along tow paths & pathways. • It is suggested that guided walking tours are provide in the Midlands.
Products • Driving Routes – various areas themed • Equestrian – pony trekking by the lake • Water based activities – kayaking, sailing, guided water tours e.g. Corrib Princess – Galway. • Family parks • Day trips to organic farms • Extend accommodation base • Festivals & Events – increase awareness & enjoyment of waterways users • Responsible Tourism – is environmentally responsible & sustainable with a focus on conservation & on local communities who benefit from the local environmental assets.
Transferable of Best Practice • Structures – Strong need for a cohesive integrated structure for marketing, management & maintenance of Waterways. Preferably be lead by a state body. This body should work closely with the other planning & development bodies. • Planning and Development guidelines - Clear guidelines on the built environment should be developed. Guidelines should take account of the potential impact of development on the waterways. A transparent & open planning process should be in place. • Training– Information awareness amongst user, local communities and stakeholders is seen as a priority. The development of a “Sense of place” is a priority.
Environmental Management – Waterways should be managed to the highest environmental standard in line with EU Water Framework Directives & anti-pollution legislation. Access - Public access to waterways should be seen as a priority, transport linkages should be put in place to facility easy access. Regulation, Monitoring & Maintenance – Policies should be reviewed on a regular basis to ensure the highest standards are kept and the product is constantly improved. Safety – Safety on the water should be highlighted as a priority, water safety guidelines should be drawn up similar to Irish Water Safety Guidelines – www.iws.ie
Marketing Recommendations • Dedicated information material; maps, things to do & see • Dedicated website • Improved information distribution to tourist bodies and tour operators • Improved use of internet • Joint Promotion by all bodies involved • Awareness promotion ‘Sense of Place’ • Develop linkages with local areas • Improve signage • Development of product packages
Branding Recommendations • Brand awareness is key to the success of any product. • Branding is providing an image/identity which differentiates the region from competition • Brand research would need to include additional in-dept consultation with key stakeholders and review of competitors. • Brand should focus on the area’s Unique Selling Points example tranquillity, openness, space, unspoilt, natural environment. • One body should manage the brand. • Guidelines need to be developed for use of the brand.
