HERITAGE TOURISM AND Louth County Council
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L O U T H E C O N O M I C F O R U M
1 0 P O I N T P L A N
LO
UT
S
H
TH
ES
E S IN
CO BU
UN DO
TY
OF CHOICE TO
TOURISM AND
HERITAGE
L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
County Louth
Tourism & Heritage
Action Plan 2016 -2021
P age 1
L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
Louth Economic Forum
The Louth Economic Forum was formed in April 2009, following the publication of
the Indecon suite of reports of that year, which set out detailed evidence-based and
comprehensive economic development strategies for Louth over the period 2009-
2015. It was decided that the best way to implement the strategy in a coordinated
manner would be to seek the collaboration of the State development agencies and the
business community in Co Louth to take ownership of these strategies through the Louth
Economic Forum.
The Forum devised a 10 Point Economic Action Plan identifying 10 specific areas to be
addressed within its work programme. Task groups were formed to drive each of these
areas including Tourism and Heritage, which is the subject of this updated action plan.
P age 3
L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
Martin Cronin, Independent Chairperson of the Louth Economic
Forum, is a fellow of the Irish Academy of Engineering and of
Engineers Ireland. Martin was Chief Executive of Forfás from
2002 to 2009 and prior to this was director of operations at
IDA Ireland for eight years. He is also Chairman of InterTrade-
Ireland, Chairman of the Steering Group of the Connacht Ulster
Alliance a board member at Appian Asset Management and a
member of the Oversight Board of the Financial Mathematics
Computation Strategic Research Cluster.
Louth Economic Forum Membership
Independent Chair Person Mr. Martin Cronin
Business State/Development Agencies Local Authority
Ardee Business Community Department of Social Protection Louth County Council
Jim Malone Anne Keeley, Area Manager Joan Martin
Dundalk/Monaghan Chief Executive
Drogheda & District Chamber
Eddie Phelan President Dundalk Institute of Technology Frank Pentony
Irene McCausland Vice President for Director of Service,
Dundalk Chamber of Strategy,Communications and Development Economic Development,
Commerce Planning & Infrastructure
Michael Gaynor President Enterprise Ireland Mary T Daly
Anne Caldwell Regional Development Executive Senior Executive Officer,
Agriculture, Food (NE Region) Economic Development &
& Fisheries Forum Planning
Jim Mulcahy Chairperson Fáilte Ireland
Martina O’Dwyer, Project Officer Thomas McEvoy
PayPal Head of Local Enterprise
Emer Higgins, Events & IDA Ireland Office – Louth
Communications Specialist Deirdre Craven Border Region
Miriam Roe
LMETB Economic Development
Sadie Ward McDermott, Director of FET Unit
SEAI
Declan Meally Head of Department, Emerging
Sectors
Page 4
About County Louth
• 1 hour commute from Dublin or Belfast;
• Heritage county, steeped in history with
outstanding archaeological features;
• Internationally important and protected
Port Beach coastline with an unspoiled natural
environment;
Ardee Castle
• Blue flag beaches with picturesque coastal
villages at Baltray, Annagassan, Clogherhead
and Blackrock;
• Vibrant towns of Dundalk, Drogheda,
Carlingford and Ardee with nationally-
acclaimed arts, crafts, culture and festivals,
museums and galleries, historic houses and
gardens;
• Easy access to adventure tourism, walking
and cycling, equestrian and water activities,
golf and angling;
• Welcoming hospitable communities, proud of
what Louth has offer:
‘The wee county
with a big heart’.
P age 5
L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
Introduction
Tourism has a critical role in contributing infrastructure in place to attract an
to Louth’s economic development. Fáilte increased number of visitors to the county;
Ireland’s growth projections estimate an extend their ‘dwell time’; and maximise
increase of ten million tourists nationally by their ‘spend’ in order to gain increased
2020. Louth’s strategic position in the east revenue and create additional sustainable
coast region and on Dublin’s hinterland, as local jobs across the county.
well as the accrued tourism benefits from
Ireland’s Ancient East, forecast a further It seeks to capitalise on Louth’s
gain for the county. opportunities and enhance local economies
throughout the county. To achieve this, we
Louth has a strong value proposition need the support of the whole community
and many stories to tell. ‘Louth Land of to fulfil our ambitious aims by adopting
Legends and full of life’ brand feeds into a partnership approach with the Louth
three key tourism destinations, Ireland’s Tourism Officers and other sectoral players;
Ancient East, The Boyne Valley and the including Fáilte Ireland, Tourism Ireland, and
Cooley Mournes Gullion Regions. Our the Northern Ireland Tourism Board.
Green Way and waterways, our sandy
coastline, our wide range of recreational Louth Economic Forum has consulted widely
activities and our strong focus on arts with Fáilte Ireland, and a variety of industry
and culture, artisan foods and festivals stakeholders locally and regionally to ensure
give plenty of scope for visitors to ‘live life that the Tourism and Heritage Action plan
to the full’ and extend their stay in the is in line with national and regional tourism
county. Our challenge is to further expand strategies, and to optimise the spirit of
the reach of this excellent tourism product. industry partnership which has underpinned
the Tourism and Heritage Forum’s approach
The Tourism and Heritage Action Plan from the outset.
aims to ensure that Louth has adequate
Page 6
Louth: The Tourism Opportunities
Fáilte Ireland research shows that in 2015, Strengthening cross border co-operation
revenue generated by overseas visitors to in tourism development will be key to
County Louth accounted for 1% of the success and collaborative working with
total revenue generated in the State. transport providers will facilitate and
Building on our strong tourism offering promote easy access to the county.
and growing our existing markets will
increase further investment in our local The highly anticipated Greenore to
areas. The Tourism and Heritage Plan Greencastle Ferry will extend Louth’s
will adopt a community-wide cohesive market reach, and will enable visitors
approach to enhancing our tourism from the North to access Louth more
products and services. easily.
Visitors to Co Louth have a plethora of
choice within a small radius. The three key Millmount
tourism destinations: Ireland’s Ancient East,
the Boyne Valley and the Cooley Mournes
Gullion Region demonstrate the potential
growth opportunities within this market
segment.
St. Patricks Cathedral
P age 7
L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
The Process
As part of the review of the Tourism and Heritage Action Plan, the Louth Economic
Forum hosted a workshop to examine Ireland’s Ancient East strategy and how it could
enhance Louth’s tourism offering. It was attended by representatives from Fáilte Ireland,
the hospitality sector, tour operators, tourism providers, arts, heritage, community
representatives and delegates from the Chambers of Commerce.
Participants discussed the opportunities for County Louth arising from Ireland’s Ancient
East strategy and how more collaborative working could be achieved between the
industry partners to capitalise on the designation. Their feedback and insights are
reflected in this plan. The draft Tourism and Heritage Plan was presented to the members
of Louth County Council Economic Development & Enterprise Support Strategic Policy
Committee and adopted by the elected Members of the plenary Council.
Page 8Destination Development
LOUTH
Land of Legends
Cooley
Mournes Boyne
Gullion Valley
Ireland’s
Ancient East
Exploring our Mountains, Enjoying our Arts, Culture,
Sharing our Heritage
Fields and Sea Food and Festivals
P age 9L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
Explore Ireland’s Ancient
East in County Louth
Louth has a rich and ancient history and
Monasterboice
heritage. Travelling through this region
of Ireland’s Ancient East, visitors can
experience 5,000 years of history
in lush green landscapes, a journey
that will be brought to life by the best
storytellers in the world.
Louth’s ancient settlements,
monasteries, castles, fortresses and
Anglo-Irish great houses, illuminated
by their rich oral and music tradition,
provide a vast array of fascinating
snapshots of life in the county through
the centuries. The 40,000 kg Proleek
Neolithic Dolmen, the sixth century Proleek Dolmen
Muiredeach’s Cross at Monasterboice;
the Viking ship fortress at Annagassan;
the twelfth century Cistercian Abbey at
Mellifont; St Oliver Plunkett’s shrine, and
the Jacobean Beaulieu Manor House
symbolise an unsurpassed authenticity
and an insight to Louth’s multi-faceted
past.
Page 10Discover Louth’s rich heritage
in the Boyne Valley
With the majestic River Boyne flowing
through the counties of Louth and
Meath, the Boyne Valley is a UNESCO
World Heritage Site and is the largest
and one of the most important
prehistoric megalithic sites in Europe.
It is Ireland’s ancient capital and
stretches across a sacred and mythical
landscape. Its sites and monuments
are amongst the best examples of their
kind in Europe and are all within a short
distance of each other.
Knowth, Brú na Bóinne WHS
They include the great prehistoric tombs
Laurence’s Gate at Brú na Bóinne (Newgrange), the early
monastic sites, the medieval walled
town of Drogheda and the site of the
infamous Battle of the Boyne. With its
combination of history, heritage, myth
and magic and its range of sporting and
leisure activities, the Boyne Valley has
become one of Ireland’s most visited and
leading tourist destinations.
Pag e 1 1L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
Enjoy Louth’s Natural Resources:
Cooley Peninsula and the Mourne Gullion Region
The village of Carlingford nestles route can be followed across Ireland to
between Slieve Foy, Carlingford Lough the Cooley Mountains and is known as
and the Mourne mountains and is The Táin Trail; a very accessible circular
less than an hour’s drive from both walking route of quiet roads, forestry
Dublin and Belfast. A unique blend of tracks, and open mountain paths, that
natural beauty, spectacular panoramas loops around Carlingford Mountain
and ancient legends combines with a and its western outliers. It is an area of
contemporary cultural infrastructure. growing geo-tourism, and rocks exposed
Ireland’s first century epic saga, An Tain in the Mourne Cooley Gullion region
Bó Cuailgne (The Cattle Raid of Cooley), represent over 400 million years of
is immortalised on the Cooley Peninsula geological history.
where Queen Maeve and the Táin
Warriors successfully captured the
famous Brown Bull of Cooley. Their
Carlingford
Carlingford Medieval Village
Page 12Our Vision
Increase the number of visitors to the region by working in partnership to develop a
world-class sustainable tourism experience.
Our Mission
How we will achieve this?
We will develop and promote tourism, arts, culture and heritage by capitalising on Co
Louth’s unique location within Ireland’s Ancient East, as the hub for the Boyne Valley and
the Cooley, Mourne and Gullion Regions by:
• Increasing the number of bed nights and ‘dwelling time’ in order to generate
further tourism revenue, create associated tourism employment and enhance local
economies;
• Maximising revenue funding to achieve commercial advantage and sustainable
tourism growth;
• Marketing and promoting Louth’s unique heritage, arts and cultural strengths.
• Leveraging off Louth’s ‘Green’ county reputation, its quality environment credentials
and its recreational, sporting and other activities.
Pag e 1 3L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
Our Plan has 3
Strategic Themes
1 Sharing our Heritage
2 Exploring our Mountains, Fields and Sea
3 Enjoying our Arts, Culture, Food and Festivals
Page 14Sharing Our Heritage
Cultural tourism is one of the fastest
THEME 1
Mellifont by Night
growing tourism sectors internationally.
Statistics show that by far the most
popular reason for visitors to visit
County Louth has been to experience
our heritage sites (18.1%). By increasing
awareness and knowledge of the
Region’s unique heritage and culture
offering, we want to attract more
visitors to the county via excellent and
varied accommodation, a quality service,
Our Priority and product and holiday experience.
We aim to encourage Newgrange
more visitors to the county
by exploiting the benefits
of Ireland’s Ancient East
brand.
Monasterboice by Night
Pag e 1 5L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
We will . . .
• Work with partners in the region via • Access INTERREG national and
ACTIONS
the Boyne Valley Strategy to embed regional funding to support local
Ireland’s Ancient East offering in heritage infrastructure;
Louth, communicate the ‘Louth
Land of Legends, full of life’ • Develop an accessible online
brand, and increase revenue income resource with targeted content and
and associated visitor numbers; destination points to tell the story of
Louth’s Land of Legends, full of life;
• Increase the numbers of bed nights
and dwelling time as a result of our • Ensure that adequate signage and
focus on heritage and culture; access are in place to improve the
visitor experience and to facilitate
• Disperse visitor traffic across navigation around the county;
the county by encouraging the
exploration of both signature and • Support Louth County Council’s
lesser known sites and experiences; nomination of Monasterboice as a
UNESCO World Heritage Site;
• Create memorable, new or improved
heritage tourism experiences and • Capitalise on the potential of the Irish
visitor attractions in towns and language and culture, particularly in
villages; the Oriel Region to increase visitor
numbers;
• Continue to share resources and
services in the development of the • Work in partnership to develop a
Boyne Valley, including a Boyne cross-border historic literary trail,
Valley Tourism Officer; building on the region’s literary
heritage.
Page 16We will market Louth, Land of Legends, full of life by . . .
• Developing a localised marketing strategy focusing on key audiences for Louth’s Land
ACTIONS
of Legends, full of life and Ireland’s Ancient East brand;
• Devising a ‘culturally curious’ digital marketing strategy to enhance the heritage and
culture product;
• Working with national and local tour operators and hotels to develop packages to
explore signature destinations and lesser known sites;
• Providing the necessary infrastructure, visitor services and promotional materials to
market our key heritage sites;
• Establishing an accredited Louth local ‘ambassador’ initiative involving volunteers from
local communities;
• Improving foreign language provision at attractions and heritage sites.
King John’s Castle Beaulieu House Roche CastleExploring our Mountains,
Fields and Sea
Visitors to Louth can experience a seekers. Drogheda, a twelfth century
THEME 2
wide selection of outdoor pursuits walled town, has a vibrant cultural scene
and activities, from mountains to sea. while music, theatre and visual arts
The Cooley Mountains are not only experiences offered by artists and other
stunningly scenic, but are a haven for performers at county arts venues are
walkers and cyclists, while Louth’s open recognised nationally and internationally.
moorlands have a variety of undisturbed
wildlife habitats.
Our Priority
Carlingford is a market leader for
outdoor pursuits and adventure sports We aim to develop opportunities
on land or sea. Greenore is famous for to deliver a better visitor
its golfing and water sports. Close by,
experience and create a demand
there are golf links courses at Seapoint
and Baltray, and there are few parkland for return visits.
courses as fine as Dundalk golf course.
The River Boyne is home to the ancient
legend about the Salmon of Knowledge,
with plenty of opportunities for keen
anglers.
Louth’s retail combination of large
shopping chains, niche boutiques and
craft shops incentivises the ‘Shop and
Stay’ tourist. Family destination packages
appeal to the water lovers and adventureWe will . . .
• Extend the eastern Greenway • Ensure that appropriate
ACTIONS
(Omeath to Carlingford); infrastructure, sports and business
conference facilities, low cost, high
• Increase the number of iconic quality guest houses, and bed and
walkways and cycle routes in the breakfast accommodation are in
county, utilising disused transport place to meet visitor need;
links where feasible;
• Develop the potential of inland water
• Develop Louth as an eco-tourism -based activities; particularly in the
destination; areas of fishing, angling, canoeing
and kayaking;
• Facilitate the development of agri–
tourism; • Develop tourism-related maritime
projects.
• Work in partnership with various
service providers to create a blend of
visitor–friendly family packages;L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
We will market our recreation and leisure product by . . .
• Developing the potential of nature
ACTIONS
and wildlife tourism in the county;
• Promoting Louth as a key destination
for adventure sports, cycling,
watersports, and horse racing;
• Working with local Chambers of
Commerce to promote Louth as a
‘shop and stay’ destination;
• Devising a marketing and
communications strategy to attract
key market segments;
• Pursuing and facilitating joint
marketing, promotion and viable
infrastructure provision with our
cross-border colleagues.
Page 20Enjoying our Arts, Culture,
Food and Festivals
With its prime location, Louth has become an
THEME 3
established destination for a variety of food,
arts and cultural events attracting local, cross-
border and regional audiences. Its dynamic
events and festivals, ranging from music to
theatre to visual arts, are located in a number
of flagship venues across the county. Amongst
these are the Droichead Arts Centre, The
Highlanes Gallery and St Peter’s Church in
Drogheda; In Dundalk the Táin Arts Centre
and the Oriel Centre, Dundalk Gaol; St
Mary’s Abbey in Ardee and the Carlingford
Heritage Centre all of which regularly
welcome local and international audiences
to their events. The Irish Maritime Festival,
Our Priority held at Drogheda Port, is an exciting, fast-
expanding festival which incorporates artisan
foods, crafts, music and the maritime
We aim to increase
tradition with family fun, games and sport
attendance and for everyone. The Táin March Festival, which
participation by local has been steadily growing in recent years,
people and visitors from follows in the footsteps of Queen Maeve’s
legendary journey from Roscommon to Louth
further afield at all of our
to capture the renowned Brown Bull of Cooley.
festivals across the county. The march sees three days of events, at various
sites across the county, which culminates with
the Táin Festival in Omeath.
Pag e 2 1L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
We will . . .
• Develop festival packages to attract • Coordinate a food and drink network
ACTIONS
the uptake of more bed nights and within the County and devise a food
increase the visitor stay; and drink strategy to benefit local
enterprise and the tourism offering;
• Encourage participation of local
artists and volunteers in our festival • Regenerate Louth’s indigenous craft
programmes; industry, focusing on thatching and
boat building to enhance the visitor
• Participate in Louth Arts Service’s experience;
public engagement and audience
development programmes; • Use existing creative hubs to promote
design and craft skills and increase
• Work to increase the national tourist interest;
regional and local funding envelope
and sponsorship for the Festivals of • Develop an events plan for the
Louth; county, showcasing what it has to
offer e.g. food, drink, entertainment,
• Collaborate with Louth Festivals business, tourism;
Network to devise a county-wide
festival guide to support festival • Investigate the potential of food and
organisers to engage with the drink producers to showcase their
logistics of festival planning; products on site e.g. visitor centres.
• Work with cross-border sectoral
interests to develop cultural packages
for music, theatre groups, dance,
visual arts and other cultural events;
Page 22We will market this by . . .
• Developing an effective marketing and communications
strategy for the Festivals of Louth;
• Establishing an annual award structure to reward Good
Food establishments and food producers in Louth;
• Increasing visitor footfall by establishing country markets in
local areas;
• Promoting Louth’s indigenous craft sector.
Pag e 2 3L O U T H E C O N O M I C F O R U M 1 0 P O I N T P L A N
Directory of
Tourism Information Centres
Visit Louth Newry Visitor
Town Hall, Crowe St, Dundalk Information Centre
t 1890 202303 Bagenal’s Castle, Castle Street,
e tourism@louthcoco.ie Newry, BT34 2DA
w www.visitlouth.ie t 048 3031 3170 (from ROI)
e newryvic@nmandd.org
Carlingford Tourist Office w www.visitmournemountains.co.uk
The Old Station House, Carlingford
t + 353 42 9373033
Boyne Valley Tourism
e info@carlingford.ie County Hall, Railway St, Navan,
w www.carlingford.ie Co Meath
t +353 46 9097060
Drogheda Tourist Office e info@discoverboynevalley.ie
w www.discoverboynevalley.ie
The Tholsel, West Street, Drogheda
t +353 41 9872843
e tourism@drogheda.ie
w www.drogheda.ie
Dundalk Tourist Office
Jocelyn Street, Dundalk
t +353 42 9335484
e info@dundalktouristoffice.com
w www.visitlouth.ie
Page 24Places of Interest
County Museum Louth County Archives
Carroll Centre, Roden Place, Old Gaol, Ardee Road, Dundalk
Jocelyn Street, Dundalk t +353 42 9324358
t +353 42 9327056 e archive@louthcoco.ie
e info@dundalkmuseum.ie w www.louthcoco.ie
w www.dundalkmuseum.ie
Highlanes Gallery
Millmount Museum Laurence Street, Drogheda
Millmount, Drogheda t +353 41 9803311
t +353 41 9833097 e info@highlanes.ie
e info@droghedamuseum.ie w www.highlanes.ie
t www.millmount.net
An Táin Arts Centre
Brú Na Bóinne / Newgrange Crowe Street, Dundalk
Boyne Valley Visitors Centre, Donore, t +353 42 9332332
Co. Meath e info@antain.ie
t +353 41 9880300 w www.antain.ie
e brunaboinne@opw.ie
w www.heritageireland.ie Oriel Centre
Dundalk Gaol, Dundalk
Battle of the Boyne t +353 42 9328887
Battle of the Boyne / OPW e info@orielcentre.ie
t +353 41 9809950 w www.orielcentre.ie
e battleoftheboyne@opw.ie
w www.battleoftheboyne.ie
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