2020 2024 Visitor Experience Development Plan - Tipperary County ...
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Visitor Experience Development Plan 2020 - 2024
Tipperary Local Community Development Committee (LCDC) is the managing body for the European Union Rural Development 2014 -2020 (LEADER) Programme in County Tipperary. This project has been co-funded under the EU Rural Development 2014 -2020 (LEADER) Programme implemented in County Tipperary by North Tipperary Development Company on behalf of the Tipperary LCDC. Acknowledging the assistance of the EU and The European Agricultural Fund for Rural Development: Europe Investing in Rural Areas. Funded by the Irish Government under the National Development Plan 2014 -2020. This project was also funded by Fáilte Ireland, Ireland’s Hidden Heartlands and the Lough Derg Marketing Group.
Visitor Experience Development Plan
2020 - 2024
Contributors
We would like to thank the very many Todd McNamara McNamara Cottages
Peter Mitchell Catchments Scientist, The Local
contributors, listed below, who gave Authority Waters programme
generously of their time, expertise and Michael Molamphy Coolbawn Cross photography
Enda Mooney National Parks and Wildlife Service
information. Terry Morgan Coolbawn Quay club, marina and spa
Avril Murphy Aglish Residents Development
Committee
Brian Beck Tipperary County Council Luke Murtagh Tipperary Tourism
Colette Bouchier Visit Lorrha Dorrha Aislinn O’Brien SLR
Teresa Browne Clareville House Lorraine O’Donnell Inland Fisheries Ireland
Paul Brooks Tuamgraney Development Association Roisin O’Grady
Cllr Pat Burke Clare County Council Council
John Cahill Ballinderry Model Railway Eoin O’Hagan Lough Derg Boat Trips
Cllr Ivan Canning Galway County Council Cillian O’Mara My Next Adventure
Carole Clarke Wiliamstadt House self-catering Nora O’Meara Nenagh Heritage Centre
John Coe Conwell South East Galway Historical Society Sean O’Meara Stonepark Caravan and Camping
Derek Corbett Resident Marie Phelan Tipperary County Council
Geraldine Cronin Dromineer Literary Festival Marina Postir Dromineer Ceramics
Galway Community Archaeologist Trisha Purcell North Tipperary Development Partnership
Maureen Curran Portumna Angling Festival John Rice Resident
Tony Dawson Fáilte Ireland Francis Robinson Irish Workhouse Centre
Paul Dillon Pallas Karting Catherine Seale
Steve Dolan Portumna Chamber of Commerce South Roscommon
Bernie Donnellan Galway County Council John Sheehy Resident
Noel Enright O’Briensbridge Community Group Matt Shortt Local Authorities Water Programme
Terry Fanning Pheonix Motorhome Club Ireland Bernard Giblin Derg Isle
Alan Farrell Galway County Council Claire Starr Aglish Residents Development
Patricia Farrell Wilde Irish Chocolates Committee
Tony Flynn Consultant Travel, Tourism and Lily Sullivan Cloondavaun Bay Marina
Hospitality Industry Joan Tarmey
Daithi de Forge Coillte Andree Walkin University of Limerick Activity Centre
Anne Gernon Brocka on the Water restaurant Timmy Walsh Emerald Star
Robert Gernon Brocka on the Water restaurant Aoife Whelan Spirit of Killaloe
Ailbhe Gerrard James Whelan Spirit of Killaloe
Marie Gibbs Portumna Castle John N Whyte Mountshannon
Lorraine Grainger LG Consult
Cllr Joe Hannigan Tipperary County Council Project Steering Group
Patrick Harkin Waterways Ireland The Lough Derg Marketing Group
Marie Hassan- Marie’s Paradise B&B Tony Dawson Fáilte Ireland
O’Connor Paul Dillon Portumna Chamber of Commerce/Pallas
James Heenan Chairman SCÉAL Karting
Yvonne Hoary Galway Rural Development Bernie Donnellan Galway County Council
John Hogan The Lookout Sharon Lavin Waterways Ireland
Simon Howe Eoin Little Lakeside Hotel
Council Áine McCarthy Tipperary County Council
Roisin Keown Advertising Consultant Joe MacGrath Chief Executive, Tipperary County
Barry Kiely Resident Council
Kerry Kissane Photographer Lough Derg Amanda Mooney Inland Fisheries Ireland
Sharon Lavin Head of Marketing, Waterways Ireland Ruth Mulhern Tipperary County Council
Deirdre Lewis SLR Marie Phelan Tipperary County Council
Niamh Long Ireland by Appointment Trisha Purcell North Tipperary Development Company
Dan Lynch D Lynch and Sons Hardware Éanna Rowe Waterways Ireland
Molly Lynch O’Mara Mountshannon Joan Tarmey
Noelle Lynskey Shorelines Arts Festival Mairead Tierney Paddy’s Bar/Riverrun
Joe MacGrath Tipperary County Council Cathal Quinn Flanagan’s Bar and Restaurant/Ring of
Gerard Madden Holy Island Tours Lough Derg
Paddy Mathews Fáilte Ireland Arlene White Tourism East Clare
Colin McCarthy Pheonix Motorhome Club Ireland
Katrina McGirr Waterways Ireland Consultant team
Mark McGovern Fáilte Ireland Louise Browne Louise Browne Associates
Tom McKeogh Willowbrook B&B Deirdre Black Deirdre Black Associates
Tricia McKeogh Willowbrook B&BVisitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Contents
The Visitor Experience Development Plan at a Glance ���������������������������������������������������������������������������� 6
The Story So Far �������������������������������������������������������������������������������������������������������������������������������������������������� 8
01 Introduction.............................................................................................................................. 10
Why a Visitor Experience Development Plan? ������������������������������������������������������������������������������������������ 10
Where is it for?�����������������������������������������������������������������������������������������������������������������������������������������������������11
Who is it for? ��������������������������������������������������������������������������������������������������������������������������������������������������������11
Key local insights ����������������������������������������������������������������������������������������������������������������������������������������������13
02 Ambition................................................................................................................................... 14
03 Foundations ............................................................................................................................. 16
The place – our assets, our appeal ��������������������������������������������������������������������������������������������������������������16
Getting here and around���������������������������������������������������������������������������������������������������������������������������������21
The enabling policies��������������������������������������������������������������������������������������������������������������������������������������� 22
04 Market Asessment ...................................................................................................................24
Volume and value of tourism ������������������������������������������������������������������������������������������������������������������������� 24
Future prospects – understanding our visitors and what they want �������������������������������������������������� 26
05 Gearing Up ..............................................................................................................................32
06 Experience Development ........................................................................................................34
Killaloe/Ballina Destination Hub������������������������������������������������������������������������������������������������������������������� 37
Holy Island and Destination Villages �����������������������������������������������������������������������������������������������������������40
Portumna Destination Hub�����������������������������������������������������������������������������������������������������������������������������43
Nenagh Gateway Town ����������������������������������������������������������������������������������������������������������������������������������46
Building a great Slow Travel Network���������������������������������������������������������������������������������������������������������� 49
Marketing and Communications ������������������������������������������������������������������������������������������������������������������ 52
07 Measuring Success ..................................................................................................................54
Useful Metrics�����������������������������������������������������������������������������������������������������������������������������������������������������54
How we will gather the data ������������������������������������������������������������������������������������������������������������������������� 56
08 Action Plan Overview ..............................................................................................................58
APPENDICES...................................................................................................................................59
APPENDIX A - A detailed analysis of the domestic Connected Families needs and wants ����������60
5The Visitor Experience
Development Plan at a Glance
The Place and The Opportunity
THE PLACE THE OPPORTUNITY
Our likely visitors;
Our Assets - the Our People and
resource for tourism; Businesses; Who they are: What they want:
Towns and Villages, local insights and the Connected Families easily accessible
Lake waters and type of tourism we Great Escapers experiences, active together,
Lansdcape want Culturally Curious in nature; great local food;
Footloose Socialisers local stories well told
The Enabling Context
ENABLING TRENDS IN TOURISM ENABLING
STRATEGIES; AND INVESTMENTS;
FUTURE PROSPECTS;
Ireland’s Hidden Heartlands, The 2014-2017 Lough Derg
Shannon Masterplan, County Authentic and personalised, Road Map projects, new
Development Plans and County slow travel, activities in nature, projects underway e.g. Inis
Tourism Strategies opportunities to learn new skills, Cealtra (Holy Island), Killaloe/
well-being, distinctive towns and Ballina Enhancement Plan,
villages Nenagh Historic Quarter, Beara
Breifne WayDestination Development
THE PLAN OF ACTION
AREA ACTION 1 AREA ACTION 2 AREA ACTION 3 AREA ACTION 4
Destination Destination The Visitor Destination
Management Innovation Experience Marketing
Resource the Partnership; Killaloe/Ballina Develop a Distinctive
Provide a Great Visitor
Organise the stakeholder Destination Hub; A natural Digital presence; Update
Welcome; Ensuring
group and resource the playground with fresh and maintain a distinctive
a great welcome for
tourism role at Lough perspectives on this iconic Lough Derg digital
visitors across the whole
Derg. Shannon crossing; the presence.
destination.
perfect base to get active
Consolidate the in nature. Ensure Cohesive
Enable a Choice of
Approach; Align with the Communication; Work
Accommodation;
Tourism Masterplan for Inis Cealtra (Holy with national and local
Support the development
the Shannon and Ireland’s Island) and Connected bodies to coordinate
of a variety of unique
Hidden Heartlands (IHH). Destination Villages; communication and
accommodation options
to meet visitor needs. Explore Inis Cealtra, a ensure cohesive
Coordinate Lake Wide 6th century holy island messaging.
Initiatives; that deliver connected across lake
Facilitate Slow Travel;
a high quality visitor waters to a necklace of Partnership; Support
Make it easy for our
experience. historic lakeside villages marketing actions of
visitors to explore Lough
Derg sustainably by and harbours. tourism businesses.
Measure Progress;
developing services along
Measure performance Portumna Destination Be Market Ready; Work
the slow travel network.
and remain responsive Hub; Uncover Irish history together to create and
to emerging evidence through a connected promote market-ready
on visitor behaviour and network of woodland,
Enhance the visitor
preferences. water and mountain trails, itineraries.
experience with high
quality, locally produced extending from Portumna’s
food on and around historic core to nearby
Lough Derg. villages and monastic
settlements.
Nenagh Gateway Town;
SPREADING THE A bustling market town
MESSAGE steeped in heritage, with
a great reputation for
Align communications food, compelling stories
with motivations of the most and a great welcome to
likely market segments the Lough Derg region at
Nenagh’s Historic Quarter.
Action Delivery
Destination Lough Derg & Lough Derg Networks
MONITORING & MEASURING OF IMPACTSLOUGH DERG - Visitor Experience Development Plan 2020 - 2024
The Story So Far
This Visitor Experience Development Plan
continues the integrated approach to
destination development forged by the
2014-2017 Lough Derg Road Map� The
cross-agency approach to co-ordinated
investment in the area has positioned the
new Ireland’s Hidden Heartlands national
brand experience�
Co-ordination
is key1
1 All quotations are taken from the Portumna and Killaloe/Ballina Lough Derg Destination workshops undertaken in November 2018
8Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Ballycuggeran
The Lough Derg Marketing Group (LDMG) received the award for best ‘Local Authority
Innovation’ at the Irish Tourism Industry Awards in 2017 for the coordinated approach to
destination development across the Lough Derg region. This work has been funded by
a stimulus fund from the Dept. of Transport, Tourism and Sport and investment from the
agencies forming the LDMG. Work completed to date includes:
The Lough Derg canoe trail with new and Floating jetty at Ballina providing enhanced and
upgraded service blocks, improved egress and disabled access to the lake
access points, map boards and storage racks –
this project grew into the Lough Derg Blueway New website; www.discoverloughderg,ie
with broad trade engagement and detailed
print/digital visitor information (discoverloughderg) and twitter (@discoverlderg)
Lakeshore amenity infrastructure; Connaught Lake-wide trade familiarisation, training and
Harbour, Castlelough and Ballycuggeran networking events
amenity areas, Ballina Lakeside park and
Marketing and promotion in conjunction with
Portumna Castle harbour including recreational
Fáilte Ireland, Tourism Ireland and Waterways
vehicle spaces
Ireland
Signage Strategy and implementation
Imagery and video content creation
Lake wide branding alignment
Grant aid to Lough Derg tourism businesses
A Feasibility study and masterplan for Portroe
Lough Derg participation in an EU INTERREG
Lookout Discovery Point and connecting walks
study
A Visitor Management and sustainable tourism
The Taste of Lough Derg initiative with food events
development plan for Holy Island
The establishment of the Lough Derg Destination
Portumna Eco-tourism Destination Masterplan
Recovery Taskforce and the implementation of
An Activity map, natural and cultural heritage an action plan which will focus on the delivery of
trails and booklets the COVID-19 safety charter and related business
supports
Floating angling stands at Mota Quay
Trails development; Killaloe-Ballycuggeran
footpath, Tountinna amenity area, Millennium Cross
9LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
01 Introduction
Why a Visitor Experience
known domestically or internationally and that the
Development Plan?
The Lough Derg region has a wide range The purpose of this Visitor Experience Development
and combination of natural assets, talented Plan is therefore to provide;
people, agencies tasked with looking after
a steer for experience development and
the place and businesses developing visitor investment based on geographically distinctive
experiences� opportunities,
insights into the motivations of our most likely
value and great work is already underway across visitors – what they need and want,
a framework for curating clusters of experiences
local people and for visitors.
that will motivate prospective visitors,
The drive to reposition the Shannon Region in the a collaborative approach to spreading the word
minds of prospective visitors through “Ireland’s about this great place, and
Hidden Heartlands” has created an ideal
ways of keeping track of progress
its stall as a destination within this new experience
brand. This Strategy sets out the overall approach to
The region has been fully engaged with this a separate accompanying document sets out a
detailed Action Plan.
of a strategic alliance with its tourism partners. It
is generally recognised, however, that the visitor
University of Limerick Sport Adventure Centre
10Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Where is it for?
The core focus of this Visitor Experience Lough Derg is the third largest lake in Ireland and
Development Plan is Lough Derg itself - the waters, the largest lake in the River Shannon system. It
islands, lakeshore and lakeside settlements. The lies within a limestone basin and the surrounding
success of the lake region, however, depends on uplands, the Slieve Aughties, the Arra Mountains
a connected network of visitor experiences across and Slieve Bearnagh, are composed of much harder
a geography stretching from Limerick in the south rock, mainly sandstones. The diversity of landscapes
to Nenagh and Cloughjordan in the east, as far as is a result of the variation in geology, topography,
Meelick and Banagher to the north and including climate and land-use history in and around the lake.
East Clare and the Slieve Aughty mountains. The outstanding natural heritage of Lough Derg
enhances the visitor experience by providing a range
The Lower Shannon, incorporating Lough Derg, is of vistas, sights, sounds and places to explore and
one of three “Discovery Zones” in the new Shannon opportunities to experience and learn about nature
Tourism Masterplan. The Lough Derg region also and wildlife.
includes the long distance Beara Breifne Way
which is one of Ireland’s Hidden Heartlands’ Lough Derg, and several areas in the surrounding
“transformational signature products of scale”. This landscape are designated for nature conservation
strongly positions Lough Derg within a context of both as Special Areas of Conservation (SACs) and
distance trails and greenways connecting Lough
Derg to the whole Shannon region.
Who is it for?
This Visitor Experience Development Plan shines a light on the
work already underway to develop visitor experience, aligns it
what needs to be done to meet the needs of current and
future visitors.
It sets out the co-ordinated priorities for the Lough Derg
Marketing Group members in their important roles as enablers
of a growing visitor economy in the Lough Derg region
It will support people and businesses working together to
develop visitor experiences in their area.
11LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
How we developed the plan
This plan was developed collaboratively by the
members of the Lough Derg Marketing Group
and region-wide stakeholders who participated
in two workshops in November 2018 in Portumna ING PLAN
D MARKET
ATION AN
and Killaloe/Ballina and in follow up meetings and A DESTIN 19-2022
R LO UG H DERG 20
FO 2018 ORT
OBER, OUTCOMES
REP
24TH OCT
conversations. The output of these workshops was KILLALOE
WORKSHOP
A DE
S
collated into Workshop Outcomes Reports which FOR TINATION
LO UGHA N
25TH
OCTO DERG D MARK
2019 ET
were issued to all participants and form the basis of -2022 ING
PORT BER,
UMN 20 PLAN
A WOR 18
KSHOP
OUTC
OMES
strategy development. REPO
RT
The Plan is rooted in the expertise and experience
of people already working in the visitor economy in
the Lough Derg region, and the strategic priorities
of the agencies tasked with looking after the place
and planning its future.
Strategic Environmental The Environmental Report complies with the
Assessment requirements of the Directive 2001/42/EC on
Tipperary County Council, as the competent and programmes on the environment (the SEA
authority, commissioned this VEDP to support Directive) as implemented in Ireland through
tourism and experience development in Lough Derg. the European Communities (Environmental
An Environmental Report was prepared by SLR Assessment of Certain Plans and Programmes)
Consulting as part of the Strategic Environmental Regulations (S.I. No. 435 of 2004).
Assessment of the VEDP in accordance with the
requirements of EU and national legislation on the The VEDP has been developed having regard
to the key features and characteristics of the
programmes on the environment. masterplan area. Key environmental issues were
in the Environmental Report and addressed within
the VEDP. Measures to improve the environmental
performance of the VEDP have been integrated
throughout the document but are also outlined in
the environmental management section in Chapter
07 Measuring Success.
This VEDP also emphasises that subsequent
tourism proposals must be consistent with the
environmental commitments contained in the
National Planning Framework and Regional
Spatial and Economic Strategies as well as the
County Development Plans and Local Area Plans
of the relevant local authority.
The purpose of the Environmental Report is to:
Project proposals and other proposed plans,
Inform the development of the draft Lough Derg VEDP; referred to in this masterplan will also need
to take into account the requirements of
the relevant environmental legislation and
reasonable alternatives; associated EU Directives such as SEA, EIA,
Birds, Habitats, Floods and Water Framework
Improve the environmental performance of the directives, as appropriate. Further information on
VEDP; and environmental sensitivities in the plan area which
will help inform the need for these assessments is
Provide an early opportunity for the statutory
available from the EPA’s Environmental Sensitivity
Mapping Webtool www�enviromap�ie�
any aspect of the Environmental Report and
12Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Key local insights
Ideas for developing the destination were The comprehensive existing audits of heritage
discussed at the workshops and in follow on and natural assets provide a strong basis for
conversations with stakeholders, these are curating experiences for visitors, along trails, and
summarised below: within easily understood geographies
Lakeshore forests in state ownership have a key
Take a hub and spoke role to play in deepening visitor experiences in
visitors a great place to stay with plenty to do key locations around the lake
nearby - creative curation of clusters of existing
Digital is everything and business websites are
experiences can bring quick results
the shop window for the destination
We need to make the experiences easy to
Blueway enterprise activation and support is
consume
crucial
The southern half of the lake is already well on
Pick a few things and do them well
the way to positioning itself as a key regional
hub within Ireland’s Hidden Heartlands for high We need to ensure visitors understand distances
within the destination and the options for moving
around the intricate land and water geography
Developing Portumna as a destination town
would be a game changer – its geography The current use of existing visitor infrastructure is
positions it at the junction of the two strategic unbalanced
spines of the Ireland’s Hidden Heartlands brand
experience Rural depopulation is happening – particularly in
the northern and north western areas
The ongoing work to present Holy Island in new
varying stages
the whole central region of the lake on both of destination development
the Clare and Tipperary sides if easy ways for There is still much scope for new businesses to
visitors to cross the lake are progressed take advantage of the opportunities provided by
The environment is the asset new infrastructure development
lake context are important – south to Limerick
and north to Meelick and Clonmacnoise – with
potential for developing experiences along the
way which reveal the interaction of people and
water through history such as the Pilgrimage
journey and the harnessing of the river’s power
at Ardnacrusha
13LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
02 Ambition
We will invite our visitors to explore distinctive historic towns and villages at the
heart of interconnected land and water trails making it easy for all to journey at
their own pace on water, on foot and on two wheels to revitalise at our lakeshores,
our spiritual islands and in our clear lake waters, taking in the fresh perspectives
from our mountains and opportunities everywhere to enjoy the scenery on a plate.
We will develop Industry:
the Lough Derg V I
Ensuring that the Destination Lough Derg
Destination across Plan delivers balanced and sustainable
four areas of revenue and jobs growth with greater
Sustainable Tourism, geographic and seasonal spread
using the VICE
model:
C Community:
E Ensuring that the Destination Lough Derg
and contributes to a better place to live
for everyone
I C
E Environment:
Ensuring that the implementation
of this Destination Lough Derg
V Visitor: Strategy facilitates the protection and
Ensuring that Lough Derg is compelling enhancement of the environment of Lough
to our target market segments and that Derg and its environs as the fundamental
it becomes a distinctive and high quality asset that is the basis of tourism in the
visitor experience based around the region, in association with other key
principles of slow travel stakeholders
Our key commercial targets 2
INCREASE INCREASE INCREASE INCREASE
Revenue from overseas Domestic bed nights Occupancy levels Visitor numbers to the
visitors into the to the destination by in the main hotels main attractions and
destination by and accomodation activity providers in
providers the destination by
3% 3% particularly in
the shoulder
season5
3%
YEAR ON YEAR 3
YEAR ON YEAR 4
YEAR ON YEAR6
2 Commercial targets are in line with the ambition for the overall Ireland’s Hidden Heartlands destination
3 data source: Fáilte Ireland’s Survey of Overseas Travellers
4 data source: main hotels in the destination
5 data source: key occupancy data from main hotels
6 data source: visitor numbers from key attractions and activity providers
14Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Slow travel
Prior to the advent of the modern transport
technology, the earliest forms of tourism were
slow. The pilgrimage routes, the Grand Tour, and
What we have here is amazing”
similar romantic, cultural or religious journeys
were antecedents of what we refer to now as
slow travel. This way of travelling includes active, Slow travel is about taking time to enjoy the
sustainable and enjoyable ways of moving around journey and to engage authentically with the
a destination, experiencing local food and drink, places and people en route. Environmental
with real engagement with people and local culture concerns are core to some slow travellers and a key
en route. ingredient to be promoted if slow travel is to make
a meaningful contribution to reducing the carbon
Through slow travel, people seek an antidote to footprint of tourism7.
a faster pace of life, prefer train, coach, cycle and
on foot travel, and look for tourist experiences
focusing on landscape, culture and interaction with
other tourists and the host community. By travelling It’s about the encounter with people”
slowly, people are not just choosing a mode of
transport; they are also negotiating with place, the
environment and their personal identity as a tourist.
7 JE Dickinson, L Lumsdon, D Robbins, 2011 Slow Travel; issues for tourism and climate change. Journal of Sustainable Tourism 19(3), 281-300
15LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
03 Foundations
The place – our assets, our appeal
The Lough Derg Marketing Group has focused on visitor to a large degree by the options available for
co-ordinating destination development across moving around, for eating, drinking and sleeping.
the lake wide geography. This joined up approach
Detailed inventories have been prepared by the
foundation for a new approach to growing the LDMG of the historic features, the stories, and the
visitor economy which focuses on the distinctive rich natural diversity of the lake8. The Lough Derg
Blueway and discoverloughderg.ie websites contain
listings of attractions, and places to eat and stay9.
This approach roots the plan in the authentic The next step in destination development is to bring
experiences of places that is at the core of the what is distinctly Lough Derg to the forefront and
slow travel approach and also acknowledges the coalesce these assets into cohesive geographies
varying stages of destination development around that can be experienced by the visitor.
the lake.
From the visitors’ point of view, we can start to
Places are formed by layers of history, seen and imagine Lough Derg as a place of four cohesive
unseen, and are shaped by the people who call experience areas within the overall Lough Derg
it home. This sense of place is experienced by the Destination.
ay
ry
w
ra
al
pe
G
p
ty
Ti
un
ty
Co
un
Co
To Clonfert
To Meelick,
Banagher
Clonmacnoise
& Athlone
“visitors need to know the
Portumna Lorrha
Abbey
proximity of places to each
Carrigahorrig other, a sense of destination”
Woodford Terryglass
Clonmoylan
Clonoon Ballingarry
Co
Balinderry
un
Gorteeny
ty
Co
G
al
un
w
Rossmore Kilgarvan
ty
ay
Cl
ar
e
Borrisokane
Coolbawn
Whitegate
“encourage people
Mountshannon Dromman
Williamstown Puckaun Ardcroney Cloughjordan
to stay in an area –
Dromineer
clustering”
Scarriff Holy Island To Cork
Tuamgraney Garrykennedy
Castlelough Newtown
Bodyke Ogonnelloe
Portroe
M7
Nenagh
M7
ULAC
Ballycuggaran
“hubs around the lake”
To Tulla Killaloe / Ballina
m
o
ic fr
er ay
Birdhill
k
m w
Li n
7
o ee
M
f t gr
rif al
Parteen Weir
ar nti
Sc ote
Bridgetown
P
O’Briensbridge
Ardnacrusha To Limerick
Castleconnell
8 Lough Derg on the Shannon Nature Trail, Lough Derg on the Shannon
Cultural Heritage Trail, Tipperary, Clare and Galway County Council, the
rary
nty
Tipp
e Heritage Council of Ireland, Fáilte Ireland
Cou k
eric
County Clare M
7
Cou
nty
Lim 9 See www.bluewaysireland/destinations/loughderg.ie and www.
County Limerick discoverloughderg.ie”
16Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Killaloe/Ballina
Destination Hub
A natural playground with fresh
perspectives on this iconic Shannon
crossing
Visitors need to know
the proximity of places
to each other, a sense
of destination”
Hill walking, Ballycuggeran
This is a place where the mighty Shannon river the highest point in Co. Clare and trek back down
rushes through the iconic 13 arched bridge again to safe water playgrounds at the UL Activity
connecting the destination twin towns of Centre and Twomilegate.
Killaloe and Ballina. There are unique views and
perspectives from the town streets, and the This is the ideal starting point to hire boats and
legacy of Brian Ború is widely visible in the town
and experienced through the mythology of the
surrounding landscape. method on this stretch of water. Twomilegate has
It is a place where visitors can stay in hotels by
the water or berth at the marinas, follow the Work under way will free up the twin towns from
Lough Derg Blueway canoe trails and enjoy year
round angling and water sports. Activities can be of the iconic river crossing point. New projects
experienced at your own pace – gentle or high- are planned to connect the towns to Limerick via
energy, catering to all ages. The towns have short a greenway passing by the industrial marvel of
and long looped lakeshore and mountain walks Ardnacrusha.
on their doorstep. There are options to combine
walking, kayaking, road cycling and boat trips -
potentially taking in the high point of Tountinna,
“the hill of the waves”, Portroe lookout, the Lough Millennium Cross /Tountinna – an hour
Derg Way, the Nenagh cycle network, Castlelough
forest on the shoreline and long or short canoe
trails. To the east, the hiker can explore Moylussa,
17LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
Holy Island and connected
destination villages
Journeys across lake waters to refresh,
revitalise and renew
Holy Island is not enough to
keep people here – things
need to be linked”
Inis Cealtra / Holy Island
This middle part of the lake is connected by
water rather than land routes and has the
highest concentration of lakeshore settlements;
Tuamgraney – a legacy of the historic importance
of the Shannon navigation as the key transport
artery of the area. Holy Island and Mountshannon
that visitor access to the island is managed
sensitively into the future.
Here you can follow ancient spiritual routes
across the lake connecting lakeshore villages and
harbours historically linked with the productive
lands on shore, shop for warm rugs and meet the
weavers, explore shoreline, river and islands by
canoe, eat the scenery, join food, art and craft
classes and workshops and do yoga by the water.
April to mid-June and there are opportunities for
anglers to day trip from one side of the lake to
the other. Fishing boats can be launched from
lakeshore villages universal access for all anglers.
18Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Portumna Destination Hub
Forest bathing and wild swimming at the
Port of the Oaks, the splendour and tragedy
of Ireland’s lived history at the junction of
historic land and water routes
We need
to come
together”
Portumna Abbey
Portumna is a deeply historic town on the edge of
Lough Derg close to forests and mountains and The town needs to drive it”
with visitor attractions and places that lay bare the
splendour and tragedy of lived Irish history. This is
most starkly experienced at the Irish Workhouse
Centre and Portumna Castle. The surrounding
landscapes are formed by oak, stone and water
and Portuma is the starting point for longer river
and land journeys along the Shannon and the
Beara Breifne Way.
and across the lake, and there is a strong angling
culture. Portumna Forest Park provides easy cycles
through the trees. Nearby villages have spiritual An Sibín horse riding centre
stories to tell – Abbey, Lorrha, Woodford – and
there are boat trips to the leafy lakeside village of
Terryglass.
The Slieve Aughtys are really
important”
and Trout trolling with excellent facilities and boat
hire available. There is an abundant availability of
coarse angling stands along excellent waters.
19LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
Nenagh Gateway Town
A bustling market town, steeped in heritage,
with a great reputation for food and new
stories to tell
Nenagh’s Historic Quarter
Nenagh is strategically placed to both act as a The town’s strong food culture, accommodation,
destination in its own right and as a gateway to cycle network, walking links along the Nenagh River
the Lough Derg region. Key rail, bus and motorway
for the Historic Quarter, give the town a core role in
the Lough Derg region for many visitors. the development of the broader destination.
Nenagh River
20Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Getting here and around Our visitors also access Lough Derg by water along
the Shannon navigation – many starting their
Shannon journey by hiring a cruiser at Portumna
or Banagher. Hiring a cruiser is also a good way to
How close are places to each other?” explore the angling potential of the lake.
More of our visitors will be arriving to Lough Derg
Lough Derg is easily accessed by motorway, on foot or by bike as the current network of long
national and local roads – but also easily passed distance way-marked ways develops, and as
by as visitors are drawn along the motorway greenway links with Limerick progress.
network to locations further west. Lough Derg
signage has been installed at key locations on The Lough Derg Blueway canoe trails developed
motorways - the challenge is to develop visitor
or combining canoe, walking and cycling as ways
appeal to disrupt current visitor movement to move around the destination if the supporting
westwards. visitor services can be developed. Current visitor
movement patterns mean that some of the
The historic train stations at Nenagh, Birdhill and infrastructure developed over recent years is well
Limerick are key sustainable transport assets for the used, while other areas, particularly on the northern
region and the option to journey by train is appealing and north eastern part of the lake are less used.
to visitors engaging in slow travel. Arriving by train
the history of the former rail connections with Killaloe/
Ballina. Nenagh and Limerick are also well served by It’s quite a dispersed experience”
national bus services.
Mountshannon
21LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
The enabling policies National Strategy for recreation on waterways
The LDMG member agencies have progressed The integrated and collaborative Blueway approach
the development of the destination by working underpins Waterways Ireland’s investment in
together to align their internal priorities and recreation along the waterways. Lough Derg’s
policies. There is now an opportunity to widen this Blueway was launched in 2018. Further Blueway
“whole place” approach to enabling destination developments are being considered by Waterways
development and for Lough Derg to take Ireland at Lough Derg: a Killaloe walkway, an
advantage of new national tourism policy. O’Briensbridge and Errinagh Canal Canoe Trail and
a Blueway link from Connacht Harbour to Portumna
Castle.
The policy landscape enabling visitor
experience development
Local Authority Policies
Local Authority Policies for Tourism, Infrastructure,
spatial planning and environmental protection
include:
The County Tourism Strategies of Counties
Tipperary10, Clare11, Galway12 and Limerick13
The policies for towns and villages in the Lough
Derg region14 15
County Council sustainable mobility policies
A Blueway Management and Development Guide
realm improvements in towns
This guide has been prepared for the development,
management and promotion of Blueways. The
related Accreditation Criteria for Blueways on
the Island of Ireland combines a visitor-focused
10 The Tipperary Tourism Development Strategy 2016-2021
approach with fundamental safety, technical,
Terryglass, Dromineer, Borrisokane and Ballina as Towns/ access and environmental components.
villages with “strategic potential” and Birdhill, Cloughjordan,
Lorrha, Portroe and Ballingarry as towns/villages with “potential
IWAI Tranquility Zones
11 Clare County Council is undertaking a tourism planning process
that will result in a ten-year Tourism Strategy for the County. The Inland Waterways Association of Ireland
The Audit and assessment of tourism product and operators. (IWAI) Tranquillity Special Interest Group has been
In the East Clare area, W2 Consulting, recommends a focus working on the concept of “Tranquillity Zones” to
on Activity tourism in East Clare. Clare County Council are
provide opportunities for boaters to experience
attraction. the tranquillity of the waterway whilst having
12 In 2016 Galway County Council launched a consultation the facilities of a town or village accessible by
process on tourism strategy to 2025. dinghy. Referred to as tranquil-lite moorings they
13 The Limerick Tourism Development Strategy 2019-2023 “Into the
are located close to the towns and villages along
Blue” theme includes the Limerick to Lough Derg journey as an
“iconic itinerary on water” highlighting key cultural and natural the waterway. Pilot ‘tranquil’ locations have been
heritage sites along the way and the ambition to develop a
Blueway in collaboration with Waterways Ireland and Clare The IWAI plan to publish a guide displaying tranquil
County Council.
locations and tranquil-lite sites along the Shannon
14 Portumna is a key town in the Galway County Development
Plan. Portumna Forest Park’s ”unique landscape and Waterway.
economic opportunity for Galway. The County Development National Outdoor Recreation Policy
Plan sets out a commitment to develop tourism in East Galway.
The Irish Workhouse Centre, Portumna Castle and Hymany Way The Outdoor Recreation Plan for Public Lands 2017
are acknowledged as key tourism assets for the region. The
– 2021 enables collaborative inter-agency working
implementation of a cycling and walking strategy for Portumna
is supported. to progress outdoor recreation on state lands. The
15 It is a Tipperary County Council objective to promote Nenagh Strategy for the Future Development of National
as a hub for walking, cycling and water based tourism activities
and to continue to improve the infrastructure within the town to
cater for these activities.
22Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Coillte Nature “explore the green heartlands of Ireland’s
natural rural beauty where activity and
venture, Coillte Nature, which sets out to protect relaxation are centred around rural
sections of its estate for biodiversity and recreation. communities and their lifestyles, that can be
discovered across a lattice work of land and
European Water and Agricultural Policy
water trails showcased by the iconic River
As EU agricultural policy changes after 2020, Shannon and the Beara Breifne Way�”
direct payments will be conditional on enhanced
environmental and climate requirements. The
European Water Framework Directive requires The Shannon – A Tourism Masterplan (2020-2030)
Ireland to demonstrate improvements in the quality
This Lough Derg Visitor Experience Development
Plan has been developed in parallel with the Fáilte
catchment management.
Ireland Shannon Tourism Masterplan.
Ireland’s Hidden Heartlands The Shannon Tourism Masterplan is an overarching
“unitary framework” and is based on three broad
National tourism policy is focused on a better
themes:
regional spread of visitors. International visitors are
focused at the moment on key areas in Ireland’s The Shannon, Mighty River of Ireland
east, west and south16. The Natural, Timeless Shannon
Shannon Journeys and Adventures
Lough Derg is geographically well positioned to step
up to this national challenge due to its proximity to
high volume areas, its location in relation to key visitor Beara Breifne Way
routes and the investment in infrastructure carried The Beara Breifne Way runs through the Lough Derg
out over the lifetime of the previous Roadmap. region taking in Cloughjordan, Ballingarry, Lorrha
and Portumna. This long distance walking route is
planned to be one of Ireland’s Hidden Heartlands’
Donegal
Belfast
Letterkenny “transformational signature products of scale”.
Donegal
Sligo
Sligo
Fáilte Ireland aim to work with communities along
Mayo Westport
Clifden Athlone
the route to develop the trail into an internationally
Dublin Dublin
Galway Galway
Wicklow
motivating and compelling visitor experience and
Ennis
Clare
Kilkenny
Limerick Kilkenny to maximise the economic potential of the Beara
Dingle
Tralee
Killarney
Wexford
Waterford
Breifne Way to towns, villages and communities.
Kerry Kenmare Cork
An audit of the trail route and visitor facilities has
Waterford
Cork
been prepared and will identify all remedial works
Greatest volume of visitor Greatest concentrations of and upgrades of the trail required to bring it up to
movements around Ireland visitors in Ireland
National Waymarked Way standards17.
How international visitors move around Ireland
The ongoing focus will be on enabling communities
strengthening linkages to key visitor attractions,
historic sites and activity locations within a 5km
corridor of the trail.
Other national Tourism Strategies such as the Food
and Drink Strategy 2018-2022 are also supportive of
The new national experience brand - ‘Ireland’s the Lough Derg region’s development as a destination.
Hidden Heartlands” - seeks to reposition the
Shannon region and communicate the variety and National Climate Action Plan 2019 and Local
vibrancy of the region’s attractions to a growing Adaptation Strategies
number of potential visitors in key target markets.
The National Climate Action Plan includes actions
promoted nationally as a place where you can; to develop new rural transport strategies and
targets for modal shift and emissions reductions,
greater public access to forests and technical
16 Data source: Failte Ireland
23LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
04 Market Asessment
Volume and value of tourism Regional Performance
Overseas tourist visits to Ireland in 2018 grew by
6.6% to 9.6 million. Overseas tourists from Mainland for the Lough Derg area, it is possible to paint a
Europe rose by 7.8%, while other markets continued picture of the performance of the wider area within
to grow. North America performed very strongly, which it sits. This area includes counties Tipperary,
increasing by 14%. The long-haul markets also Clare, and Galway.
increased by 7.7% in 2018.Great Britain recorded
growth of 1%. Table 3: Regional Performance: 201720
2017 Overseas Overseas Domestic Dometic
Mainland Europe was, in 2018, the Republic of
Tourists Tourism Tourists Tourism
Ireland’s biggest source market for overseas
(000s) Revenue (000s) Revenue
tourists, representing 36.5% of all such visits (and
35.3% of spending by overseas tourists). The next (€m) (€m)
biggest source market is Great Britain, which Tipperary 192 88 496 92
accounts for 36.2% of international volume and
Clare 749 158 362 86
19.6% of spending by overseas tourists. Some 20.4%
of overseas tourists come from North America. The Galway 1,673 589 1,024 247
balance, 6.8%, comes from other long-haul markets.
In terms of the source markets for tourism to the
TABLE 1: Tourism Numbers 2014 – 201818
Numbers 2014 2015 2016 2017 2018 includes North Tipperary, Clare and Limerick
(000s) indicates that in 2017, 34% of overseas tourists
came from Mainland Europe; 33% from North
Total 3,596 4,265 4,638 4,923 5,217 America; 25% from Great Britain and 8% from long
Overseas haul markets. 54% of overseas holiday makers to
Domestic 1,713 1,725 1,797 1,879 2,006 this region were over 45 years of age; 50% travelled
Trips as part of a couple and 60% were classed as
white-collar workers.
In terms of their travel arrangements, 86% arrived
by air; 66% travelled independently and 66% used
In 2018, out-of-state tourist expenditure amounted to a car to get around. For 70% of these visitors, this
€5.6 billion. This represented a growth of 6% on 2017.
Combining spending by international tourists with the stayed in hotels and the average length of stay
money spent by Irish residents taking trips here and was 2.7 nights. Closer to home, trips from residents
receipts paid to Irish carriers by foreign visitors, total in Northern Ireland to this region amounted to
tourism expenditure in 2018 was estimated to be €9.4 31,000 with an associated spend of €15m.
billion representing 3.7% of Gross National Product in
revenue terms. An estimate of all jobs in the tourism Waterways Ireland Visitor data
and hospitality industry based on past Fáilte Ireland
surveys of businesses (full-time, part-time, seasonal/ Waterways Ireland research carried out in the
Summer of 2017 found that the average local
that total employment in the sector in 2018 was spend per visitor per trip to a waterway was;
approximately 260,000.
Domestic: €137.80
TABLE 2: Tourism Revenue 2014 - 201819
Overseas: €576.30
Revenue 2014 2015 2016 2017 2018
(€m) 18 Source: Fáilte Ireland
19 Source: Fáilte Ireland
Total 7,105 8,036 8,742 9,023 9,607
20 Overseas visitors and associated revenue data is derived from
Overseas Fáilte Ireland’s Survey of Overseas Travellers (SOT), which conducts
10,000 interviews with departing overseas tourists at major air and
Domestic 8,991 9,125 9,359 9,626 10,919
Trips
24Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Popularity of visitor attractions in the Lough Derg
Fáilte Ireland currently complete visitor numbers for the following attractions;
Table 4: Visitor Attractions in the Ireland’s Hidden Heartlands Lough Derg Region: Numbers
Visitor Attraction No of Visitors Per Year
TIPPERARY 2016 2017 2018
Nenagh Heritage Centre 2,664 2,468 2,531
Nenagh Genealogy Centre 795 908 979
Nenagh Castle 11,852 18,797 13,373
CLARE
Irish Seed Savers Association 4,800
GALWAY
Portumna Castle 14,093 15,665 20,458
Irish Workhouse Centre 6,386 8,350 11,500
Accommodation
The total bed spaces in approved premises is
estimated 64 accommodation establishments within therefore 1,799 with the majority of these self-
the immediate Lough Derg area, the majority of
which were small scale B&Bs and self-catering units. not include businesses not registered with Fáilte
Ireland, berthing spaces or AirBnB properties, many
At the moment, large hotels are located in Killaloe/
Ballina and Nenagh, and beyond these towns, properties close to the water.
across the destination including country houses, Opportunities exist to provide more by way of
glamping, holiday homes, rental homes, AirBnB
accommodation, marinas, B&Bs and an Aire de active days and cozy evenings. Activity friendly
Service for recreational vehicles. accommodation will be important for destination
development including rentals that include bikes or
boats.
accommodation data available for the Lough
Derg area (extending from Portumna to the Slieve The feasibility of low impact accommodation
Aughtys to O’Briensbridge and Nenagh) is set out options in some lakeside forests close to settlements
below: can be explored.
Several towns and villages – particularly the
Type of Premises Bed Spaces handsome towns of Portumna and Borrisokane -
Accomodation have the potential to support pilot “scattered hotel”
Hotels 5 504 projects as outlined in the Fáilte Ireland Destination
Towns Guidelines. This innovative concept
Bed and 18 167
Breakfasts underused or vacant buildings, providing authentic
Self-Catering 14 761 experiences and direct local economic gain - see
pg 31 for details.
Fáilte Ireland 4 97
Welcome
Standard 21
Caravan and 1 270
Camping 21 A quality assurance standard for innovative and quirky
tourism accommodation businesses
Total 42 1,799
25LOUGH DERG - Visitor Experience Development Plan 2020 - 2024
Future prospects –
understanding our visitors We need to develop supportive
and what they want services – hold people to the lake”
Key trends in consumer preferences
Our visitors are looking for experiences that are
Visitors are increasingly seeking authentic and tailored to their own motivations. Motivating
personalised travel experiences experiences are ones that will resonate with the
audiences we are seeking to attract. They will
Visitors are increasingly looking to experience a
elevate the core and authentic strengths of the
local’s way of life and to seek more well-rounded
destination.
views of the places they encounter
Travellers are demanding more information, They are seeking inspiration from how other
control, interaction and personalisation
perceptions with content accessed across a range
Visitors are beginning to imbue their downtime of sources including from other travellers telling their
with constructive activity and meaning centred own stories.
around acquiring new skills and knowledge – this
is known as Constructive Tourism We need to match visitor motivation with
The concept of wellbeing has evolved to experience development.
become a mainstream consideration in response
to unprecedented levels of sedentary behaviour Tourism Ireland and Fáilte Ireland will continue to
- stress relief is found in physical activity and target Ireland’s key ‘culturally curious’ audience,
mindfulness who have the strongest propensity to visit the
island of Ireland. They will also reach out to the
The consumer desire for a digital detox is ‘social energiser’ and ‘great escaper’ audiences in
growing. With strong ties to health and wellbeing
but serious challenges to control, two trends are Ireland will also target niche segments – including
emerging; The Power of Quiet – the wish to go golfers, business and incentive visitors, as well as the
diaspora in Britain, North America and Australia.
to keep in contact / document their experience
whilst enjoying downtime
At present, Ireland’s Hidden Heartlands
has a 2% share of overseas visitors
Key markets for Lough Derg
and a 3% share of domestic visitors.
The domestic tourism market sustains a level
of investment in tourism product that is of
The overall growth target for Ireland’s
Hidden Heartlands is 3% year on year,
destination, and domestic demand also maintains
sector revenue during non-peak periods.
investment in the region.
While the size of the domestic market suggests
and sustaining domestic tourism, the potential
for further growth is more limited when compared
with international demand. This domestic market
was the main priority in Fáilte Ireland’s marketing
campaigns in 2019 thereby creating awareness
among the domestic audience. However, the
sector’s best prospects for growth are in generating
increased levels of overseas revenue.
The focus of this strategy is to gradually increase
the contribution of markets other than the
domestic – in order of importance; visitors from
Mainland Europe, North America and Great Britain
which currently represent some 34%, 33% and 25%
respectively of visitors to the wider region.
26Visitor Experience Development Plan 2020 - 2024 I LOUGH DERG
Domestic Visitors
Connected families, multi-generational
This segment accounts for 23% of the domestic
market. Groups are multi-generational. They are
made up of parents in their thirties and early forties
and children generally under the age of ten.
For Connected Families, family holidays are the
best weeks of the year and a special opportunity
to spend quality time together, creating memories
to last a lifetime. They put their heart into planning
Larkin’s Bar and
Restaurant,
and all the activities available that can be shared Garrykennedy
by adults and children together. For them it is not
about having a plan for every day rather knowing
that there are lots of ‘things to do together’ nearby Footloose socialisers, Generation X
and making sure their accommodation and
Footloose Socialisers make up 15% of the domestic
facilities really suit their needs.
market. On average in their late forties and well
educated, they are made up of groups of friends
What they want
that enjoy getting away and spending quality time
together.
On average, family breaks tend to last between
four and seven days and they are most likely to
What they want
stay in hotels or holiday homes.
These families are looking for opportunities to Being with like-minded people, whether they’re
spend time together through shared experiences old friends or new acquaintances
- it’s less about the place and more about the
way they connect.
Parents want to make the most of the get under the skin of a place.
opportunity to really ‘be’ with their children
To enjoy good food and drink and get into the
and love to see them do and enjoy the same
history and culture of the place they are visiting.
simple things they did when they were children
themselves.
Getting basic things right such as providing
opportunities to sit outside and look at water
and easy ways to be together in nature are
important.
The family audience is a highly consumerist
market and as such it’s used to being able to
They want easily consumable experiences within
Good food, and good food choices for their
children are becoming increasingly important.
More detail on this market and how Lough Derg
can provide what they are looking for is set out in
Appendix A.
The Lookout, Portroe
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