Mid-West Regional Authority

1. Mid-West Regional Authority CLARE TOURISM CONFERENCE Collaborative Tourism – The Lough Derg Strategy Model Liam Conneally 25th November 2011

2. Structure of Presentation • Tourism in the Mid West Region - key facts & information • Lough Derg – key facts & information • Lough Derg Marketing Strategy Group - Context • 2007-2010 summary of achievements • Priorities for 2012 • Conclusions

3. Tourism: A key Asset to the Region • The Mid-West Region has an array of natural resources and high quality tourist facilities which are significant features in attracting tourism investment in the region. • The Mid-West is served well with regards to cultural amenities with a major concert hall at the University of Limerick, the Hunt Museum in Limerick City, the Source Arts Centre in Thurles and Glór Music Centre in Ennis all serving to enhance cultural exchange in the region. • Historically, the Mid-West has strong sporting links which was recognised by Europe when Limerick was designated with the title of ‘European City of Sport 2011’ and will financially benefit with €5 million of direct revenue secured from sporting events scheduled in the City.

4. Lough Derg : Key Facts Source: Fáilte Ireland • Area: 13,000 hectares of non-tidal waters – all of which are navigable; • Width: 12 km wide at its widest point; • Length: It stretches for 35km north to south; • Relative Size: Largest of three lakes on River Shannon, the longest river in Ireland and Great Britain. It’s also the second largest lake in the whole of Ireland, Lough Neagh in Northern Ireland being the largest; • Geology: Lough Derg is a lake of two parts. Its northern half displays headlands, islands and shoals of boulder-rich glacial drift. The southern end has dramatic features as its deep (almost 30m) waters are channelled through the gap it cut in the mountains; • Location: Lough Derg is centrally situated on the River Shannon in the heart of Ireland.  The lake is just 25 kms from Limerick City and 48 kms from Shannon International Airport.  

5. What has the lake to offer? Watersports: - Angling - Boating - Cruise Holidays - Sailing - Canoeing/Kayaking - Windsurfing - Adventure Pursuits - Dragon Boat Racing - Water-skiing - Jet-skiing - Power Boating - Waterbus Tours

6. What has the lake to offer? Land activities: - Cycling - Walking - Equestrian - Sightseeing Tours - Wellness - History & Heritage - Fine Dining - Eco-tourism - Forest Parks

7. Lough Derg Marketing Challenges • Lack of distinct identity for L Derg(pilgrimage sanctuary, Donegal) • No single agency responsible for marketing L Derg • Poor local access • Visitor data capture difficult • No distinct iconic attraction – struggles to compete • Not on the coast • Lack of visitor facilities and tourism pdt knowledge • Tour operators unfamiliar with Lough Derg

8. Lough Derg Marketing Strategy Group Objectives: • To bring a coherent marketing focus to the Lough Derg Catchment area; • To parallel the proposed capital investment programme with an integrated marketing strategy; • To establish the Lough Derg Brand nationally and internationally.

9. Lough Derg Marketing Strategy Group Business & Trade reps

10. Lough Derg Marketing Strategy Group 2007-2010 Achievements include: • Development of a dedicated Lough Derg website at www.discoverloughderg.ie; • New branding map and brochure produced and translated into French and German; • Signage programme implemented around Lough Derg; • Product marketing initiatives (angling, cruising, walking, etc.); • Media campaigns – radio, press, direct marketing, e-marketing; • Production of the Lough Derg Sustainable Marina, Recreational & Tourism Development Study.

11. 2011 ‘Concrete Actions’ • Examples of ‘small steps’ – i.e. concrete actions that deliver on the ground. • Activities in 2011 include: • Brainstorming workshop • Tourism product bundling seminar • Fáilte Ireland brochure

12. 2011 ‘Concrete Actions’ • Smart phone application • 20+ trails around Lough Derg; • Includes points of interest, GPS, photographs. • I3 Open Water Swim event 17-18 September, 2011 - Mass participation event (approx 2000 participants); - Three different levels (snámhbeag/500m, Shannon Mile, Long Way to Tipperary). • Discover Killaloe/Ballina day • Raise awareness of the tourism assets of the Lough Derg catchment area.

13. 2011 Strategic Actions Examples of strategic initiatives: • Signage around Lough Derg • Destination Development Action Plan

14. Why does it work? • Sign of the times-collaborative work is a now seen as a necessity; • Balance of top down & bottom up activities; • Consists of taking small steps towards a strategic vision; • Remains action orientated & realistic.

15. Thank you!