Rural Waterford Visitor Experience Development Plan 2021-2023
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Rural Waterford
Visitor Experience Development Plan
2021-2023
Visitor Experience Development Plan Visitor Experience Development Plan
Image Credit: Munster Vales Image Credit: Celtic Routes Image Credit: WCCC Image Credit: Munster Vales
Image Credit: Celtic Routes Image Credit: John Foley Images Image Credit: Celtic Routes Image Credit: Celtic Routes
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Visitor Experience Development Plan KPMG Future Analytics Visitor Experience Development Plan KPMG Future Analytics
VISITOR EXPERIENCE TABLE
Table OF
of
Contents
DEVELOPMENT PLAN CONTENTS
SECTION ONE Introduction 13
SECTION TWO Destination Analysis 19
SECTION THREE Rural Waterford Visitor Experiences 35
SECTION FOUR Visitor Experience Plan 51
SECTION FIVE Monitoring and Evaluation 67
SECTION SIX Appendix 69
Image Credit: Celtic Routes 4 5
Visitor Experience Development Plan Visitor Experience Development Plan
Executive Summary Participating
Regions, Project
Partners.
Norway Finland (FI)
This Visitor Experience The objective of the Interreg Local
Cultural Flavours project is to
Offering specific experiences rooted
in local history and the preserved
Institute of Avanced Studies (HU)
Savonlinna Development Services Ltd. (FI)
Development Plan (VEDP), has improve policies supporting smaller,
more rural areas to fully maximise
cultural legacy of communities adds
unique flavours and excitement to
Institute of Tourism (HR) Ireland (IE)
Sweden
Waterford City and County Council (IE) Latvia (LV)
been funded by the Department the potential of their unique culture
and heritage. Attracting tourists to
the experience of the visitor and
positions these areas as authentic Municipality of Vittorio Veneto (IT)
of Rural and Community less recognised places can create destinations that can simultaneously Department of cultural heritage, University of Bologna (IT)
UK
a more even distribution of tourism sustain the local cultural heritage Piga Planning Region (LV)
Development and Waterford while at the same time upgrading the and create better prospects for local Municipality of ‘s-Hertogenbosch (NL)
authentic cultural heritage offering. communities. Harghita County Council (RO)
City & County Council under Netherlands (NL)
Poland
the Town and Village Renewal Ukraine
Scheme - Covid 19 Accelerated Germnay
Measure, and conducted The objective of the Interreg Spain
Switzerland
Austria
Hungary (HU)
Local Cultural Flavours
as part of the INTERREG project is to improve policies Italy
Croatia (HR) Romanio (RO)
programme Local Flavours. supporting smaller, more
Black Sea
rural areas to fully maximise
the potential of their unique France
culture and heritage
Greece Turkey
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Visitor Experience Development Plan Visitor Experience Development Plan
The Waterford Visitor Experience The Waterford Visitor Experience
“The Waterford
Development Plan aims to identify existing Development Plan has undergone
and potential compelling experiences Appropriate Assessment Screening Visitor Experience
that bring rural Waterford to life. It builds by KPMG Future Analytics which has Development Plan
on the Interreg Local Flavours ethos determined that proposals will not have a
aims to identify M8
of delivering memorable moments to significant environmental impact.
visitors. The Waterford Visitor Experience existing and
Development Plan also aims to increase potential compelling County Kilkenny
the dispersion and numbers of visitors The objective of this VEDP is to: Waterford has an enviable range N24 M9
to the towns and villages of rural
experiences
» enable rural Waterford of tourism resources. There are
Waterford. It seeks to increase tourism that bring rural communities to create and world-class visitor attractions in Carrick-On-Suir
revenue in the towns, villages, and tourism Waterford to life.” promote coherent visitor the county’s urban areas with a M8 County Tipperary
businesses within rural Waterford in a experiences creating a distinct growing and exceptional offer in Comeragh Uplands M9
sustainable way. It supports a sustainable identity that can be used to drive Waterford City. The focus of this Portlaw
rural economy based on low-impact visitor footfall and encourage visitor experience development Waterford Greenway Waterford
activity tourism and the harnessing of visitors to tour the areas of plan is upon the rural areas of Passage East
Kilmacthomas
collaborative investment and support. Waterford not typically included in the county, specifically Waterford
a visitor’s itinerary; Estuary, Copper Coast, Comeragh Copper Coast
» maximise the touristic potential of Uplands, Gaeltacht na nDéise, and
rural Waterford’s cultural heritage the Blackwater Valley. Each of N72
and assets in a sustainable way to these areas contains communities N72 Estuary
Stradbally
increase visitor footfall, dwell time whose characters and traditions Dungarvin Dunmore East
Blackwater Valley
and spend; have evolved from the landscape
» find creative and innovative within which they are situated,
solutions for delivering creating a sense of place unique
inspirational and authentic visitor to the rural areas of Waterford. Gaeltacht na nDéise
Cork County
experiences that will stand out in
the marketplace.
N25
N25
Image Credit: Munster Vales Image Credit: Jamie Malone
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Visitor Experience Development Plan Visitor Experience Development Plan
The VEDP for rural Waterford has been informed by
Analysis of the current situation within
Section Two provides a range of insights:
» Rural Waterford has a diverse range » 2018 tourism revenue in Waterford » Key opportunities include: creation
extensive consultation and engagement including
of tourism assets both tangible
and intangible upon which to
base existing and potential visitor
was €163m with total visitor
numbers of 797,000. Encouraging
visitors to urban areas of the county
of new and enhanced cluster of
engaging experiences in each of the
five geographic areas; increasing the
strategic conversations with participants detailed in
experience development.
» Waterford City and County Council
have collaborated with a range of
such as Waterford City, Tramore,
and Dungarvan to explore more
of rural Waterford, thus benefiting
capacity of tourism stakeholders to
engage in cross selling, collaboration
and promotion of bundled experiences;
Appendix one, and an online survey, with analysis
key partners playing a lead and
catalytic role in tourism development
over the last decade. This includes
communities around the county, and
enhancing the visitor experience, is
a core focus for this plan.
visitors seeking open air destinations
and experiences in Covid-19 context;
enhancing Greenway and Blueway
provided in Appendix two. KPMG-Future Analytics
engagement with Wexford, Wicklow
and Carmarthenshire local authorities
in the Celtic Routes project.
» Key challenges for developing and
enhancing visitor experiences in
rural Waterford include access
networks; more industry collaboration;
tapping into Ireland’s Ancient
East promotion of rural Waterford
would like to thank all those who took part which has
» Waterford as a destination must
ensure that it has defined itineraries
which are saleable experiences to be
to and ‘visitor readiness’ of some
attractions; a need for more
collaboration and cross-selling;
itineraries as a route to market for
local experiences and maximising the
potential of the rural Waterford food
contributed to our understanding of the issues and
promoted both as part of the Ireland’s
Ancient East regional brand, Munster
Vales and as part of Visit Waterford,
lack of accommodation; inadequate
visitor infrastructure; the impact of
seasonality as well as the impact
offer.
opportunities for rural Waterford.
the umbrella destination brand for of Covid-19 and Brexit on visitor
the county. revenue and visitor confidence.
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Visitor Experience Development Plan Visitor Experience Development Plan
Enhancement and promotion Destination Enabler one: Destination Enabler two: Destination Enabler three:
Section three focusses on signature Section four outlines how the The Waterford VEDP will be delivered
experiences in each of the five Waterford VEDP will be delivered with through a series of actions framed Maximise Destination Potential Reinforce Industry Foundation Engaging Visitors and Media
of compelling rural Waterford
destination clusters in rural Waterford. a series of recommendations and an under three destination enablers:
The majority are saleable experiences associated action plan. The Waterford
with other experiences included for VEDP will support the cohesive
their potential to engage visitors and to development of tourism in the rural visitor experiences in each
increase dwell time. The experiences areas of the county by identifying the
include a mix of activities, attractions,
heritage, food, drink and festivals. The
opportunities and actions that will
encourage visitors to stay for longer,
character area will deliver Together these
Image Credits: Jamie Malone
emphasis is on those experiences
that help to bring rural Waterford
spend more in the rural communities
and have an enhanced experience in
memorable and inspirational destination enablers
as a destination to life for the visitor,
authentic rural experiences. For each
the rural areas of Waterford. moments, inspiring visitors will maximise the
opportunities that
of the destination clusters, experience
development opportunities have been
A vision to guide the development
of visitor experiences in rural
to not only share their exist, driving growth in
visitor revenue accruing
identified. In each case this focuses
on encouraging visitors into the area
Waterford is articulated, stating:
exceptional experience with to rural communities,
through development or enhancement
of visitor experiences and access to
others but to return, with and enabling visitors to
immerse themselves in
the identified hero product. Section
three also outlines the significant
positive impacts for both local rural Waterford.
opportunity and innovation of the new
Explore More Waterford app, developed communities and businesses.
alongside this plan.
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Visitor Experience Development Plan Visitor Experience Development Plan
CATALYTIC ACTIONS
Several actions have the potential 1. Work with Fáilte Ireland to create 6. Reinforce tourism networks,
to act as catalysts to drive greater a rural Waterford Experience undertake facilitated discussions, and
numbers of visitors to the rural parts Industry Development Programme work with key tourism businesses in
of the county. Product and experience approach for high potential each of the five destination clusters
development are prioritised as this experiences and provide experience to enhance the experiential offer they
is considered essential to building a development support. provide.
strong foundation on which to base
development and promotion. The ten 2. Develop project proposal concepts 7. Undertake a training needs analysis
priority actions include: for visitor attractions across the for tourism providers within each
different rural areas. cluster.
3. Undertake an audit of current food 8. Promote and support the Explore
experiences to identify year-round More Waterford app as a means of
saleable rural food experiences with encouraging visitors to spend longer in
growth potential. the rural parts of the county.
4. Support development of a coastal 9. Organise a series of familiarisation
corridor as part of a collaborative trips for tourism trade within and
initiative with Co. Wexford, to include between each destination cluster.
the coast and potential Blackwater
Blueway separately, and as part of 10. Work with All Together Now
a collaborative initiative with County Festival promotors, and other
Wexford. festival organisers, to promote 1-2
day packages for rural Waterford
5. Support appropriate development experience associated with the festival.
of coastal and riverside walks.
GAELTACHT
Image Credit: Celtic Routes 9 NA NDÉISE 10
Visitor Experience Development Plan Visitor Experience Development Plan
Several actions have the potential to act
as catalysts to drive greater numbers of
visitors to the rural parts of the county.
Product and experience development are
prioritised as this is considered essential to
building a strong foundation on which to
base development and promotion.
Image Credit: Waterford Garden Trail
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Visitor Experience Development Plan Visitor Experience Development Plan
Introduction
M8
County Kilkenny
This Visitor Experience Development
Plan (VEDP), has been funded by the N24 M9
Department of Rural and Community
Development and Waterford City & Carrick-On-Suir
County Council under the Town and M8 County Tipperary
Village Renewal Scheme - Covid 19 Comeragh Uplands M9
Accelerated Measure, and as part of the Portlaw
INTERREG programme Local Flavours. Waterford Greenway Waterford
Passage East
This initiative (www.interregeurope.eu/ Kilmacthomas
localflavours) launched on August 1, 2019,
Copper Coast
is an INTERREG EUROPE project financed
by the European Union. It is a partnership N72
of 9 institutions and local governments Estuary
N72
(including Waterford City and County Stradbally
Council) from eight countries, aimed at Dungarvin Dunmore East
Blackwater Valley
developing and rejuvenating the authentic
Section One
heritage tourism of rural areas.
Gaeltacht
The focus of this visitor experience Cork County
development plan is upon the rural areas
of the county, specifically Waterford
Estuary, Copper Coast, Comeragh Uplands, N25
Gaeltacht na nDéise, and the Blackwater
Valley, as indicated in figure 1. N25 Figure 1 VEDP study areas in rural Waterford
Section One
one 13 Section one 14Visitor Experience Development Plan Visitor Experience Development Plan
VISITOR EXPERIENCE VISITOR
PLAN AIMS AND EXPERIENCE
OBJECTIVES DEVELOPMENT
The Waterford Visitor Experience Successful implementation of this Tourism development, marketing and
Development Plan aims to identify plan will see increased numbers promotion has seen a transformation
existing and potential compelling of visitors (both international and in recent years with a trend, in Ireland
experiences that bring rural domestic, staying for longer and and internationally, towards more Product Service Story Narration
The VEDP objectives include:
Waterford to life and enable visitors ...identify existing and spending more in local communities. experiential tourism, travel motivated Core Product e.g. Attraction, The reason a product can The story of a place or Narration is about
to immerse themselves in the The wider objective is to create an by the desire to connect with a place, Activity, Scenic Site etc. stand out. This can be pre, people that can make an communicating the
culture and landscape of the county; enabling rural Waterford
potential compelling environment within which it is more its culture and people. Memorable during or post visit. experience memorable. identified stories in a
interacting with people, engaging communities to create and experiences that bring viable to establish and continue a experiences, or the potential for such meaningful, authentic
the senses, and learning its history tourism business in rural Waterford, experiences, can motivate visitors to
promote coherent visitor rural Waterford to life Figure 2 Visitor Experience Development Components (Source Fáilte Ireland) and memorable way.
and stories of the places. It builds on experiences; and where rural communities within decide to go to one place or another, to
the Interreg Local Flavours ethos of and enable visitors to and between each of the five areas remember the visit and recommend a Image Credit: Waterford Garden Trail
delivering memorable moments that
maximising the touristic
immerse themselves in Figure 1 are working together visit to others afterwards. A memorable
inspire tourists to not only share and cross-promoting for the benefit tourism experience is inherently
their experience with others but also potential of rural Waterford’s in the culture and of all – one Waterford tourism personal, engages the senses, makes
makes them want to return. cultural heritage and assets in a landscape of the county; community under the umbrella connections on an emotional, physical,
sustainable way; brand of Visit Waterford. spiritual, intellectual or social level and
creates a lasting memory. Experiences
can include physical attractions but
finding creative and innovative also events and activities. Developing
solutions for delivering inspiration experiences is about a combination
and authentic visitor experiences of natural landscape assets, tourism
that will stand out in the products, customer service, and stories
marketplace. to create a compelling consumer offer.
Fáilte Ireland’s National Experience
Development Framework guide indicates
that the development of experiences is
about combining product, service, story
and narration, as illustrated in Figure 2.
Section one 15 Section one 16Visitor Experience Development Plan Visitor Experience Development Plan
Hero products or signature experiences
These components must be delivered Figure 3 Fáilte Ireland
RESPONSIBLE
seamlessly and to a high quality in are motivational experiences that deliver Experience Development
order to create a memorable experience on the regional brand proposition and Framework EXPERIENCE
for the visitor. The key components
of the experience development
will encourage international visitors and DEVELOPMENT
overnight stays. Generally, these comprise
framework are shown in Figure 3. Destination Promise » Make positive contributions to the
a combination of experiences that can be The focus of this VEDP is to identify In implementing this Framework,
story-based, thematic or geographical. a range of signature visitor Waterford City & County Council will awareness and conservation of our
This framework envisages different natural and cultural heritage;
experiences that can be animated commit itself to pursuing the principles
experiences fulfilling different purposes. » Provide more enjoyable experiences
through an optimal mix of hero, of Responsible Tourism as set out in the
supporting and ancillary products, Cape Town Declaration (2002). In doing for tourists through more meaningful
aligned to the Ireland’s Ancient so, we will seek to encourage where connections with local people, and a
Provide more
Key Propositions/Overarching Themes
Supporting experiences are not primary East brand proposition, that will possible: greater understanding of local cultural, enjoyable
motivators but provide visitors with a wide encourage visitors to come to the social and environmental issues;
range of choices of things to see and do in » Encourage tourism businesses to
experiences for
area, stay for longer and spend » Minimise negative environmental
an area and will serve to retain visitors more while there. and social impacts, while reduce the amount of energy and tourists through
in an area for longer. They serve to keep maximising positive benefits; water they use and to reduce the more meaningful
people in an area once they have visited Destination Experience Themes » Generate greater economic benefits amount of waste they generate;
and are expected to also deliver on the for local people and enhance the » Continually endeavour to ensure that connections with
regional brand promise. These are key to well-being of host communities; tourism destinations, products and local people,
» Improve training and employment services are accessible to all people,
immersing the visitor in the Hero Product.
opportunities within the industry; regardless of their physical limitations, and a greater
These could include activities, attractions,
award-winning restaurants etc.
» Involve local people in decisions disabilities or age; understanding of
Hero Products relating to tourism that affect them » Engender respect between tourists
at the destination level; and host communities, and work to local cultural, social
build local pride and confidence. and environmental
issues
Supporting Experiences
Ancillary Experiences are a range of other
experiences which visitors expect any
high-quality destination to have, including
restaurants, pubs, and accommodation.
These must also deliver a memorable and
pleasurable experience.
Ancillary Experiences
Section one 17 Section one 18Visitor Experience Development Plan Image Credit: John Foley Images Visitor Experience Development Plan
Destination Analysis
2.1
WATERFORD Rural Waterford can truly be
TOURISM described as representative of rural
LANDSCAPE Ireland at its best.
Waterford has an enviable Picturesque towns and Welcoming and friendly The spectacular Stunning coastline Two of Irelands largest
and diverse range of tourism villages people Comeragh mountains including the Copper rivers, the Blackwater
resources and associated visitor Coast UNESCO Geopark and the Suir
experiences. There are world-
class visitor attractions in the
urban areas of the county with
a growing and exceptional offer
in Waterford City. This VEDP is
Section Two
focused on the rural areas of
the county, which includes: World-class visitor A wealth of history Vibrant festivals including An exceptional Activities on land
attractions such as and culture – including the Comeraghs Wild food offering with and sea including the
Mount Congreve one of Ireland’s earliest Festival; the Copper Waterford awarded increasingly popular
Gardens and the known settlements Coast Festival, Blue Grass ‘Ireland’s No. 1 Foodie Waterford Greenway,
Waterford Greenway Festival at Dunmore East, Destination’ in 2019 walking trails and
Blackwater Valley Opera by the Restaurants adventure activity
Festival and the music Association of Ireland companies.
festival All Together Now
Section two 19 Section two 20Visitor Experience Development Plan Visitor Experience
Image Credit: Development Plan
Munster Vales
Waterford City and County Council Viking Waterford Waterford Waterford The Apple Waterford Dungarvan Lismore
have collaborated with a range Triangle Greenway City Urban Crystal Visitor Market Treasures Smarter Heritage
of key partners playing a lead Renewal Centre and Travel/Public Centre
and catalytic role in tourism Works Showrooms Realm
development over the last decade.
This includes strategic investment in
product and experience development,
marketing and infrastructure.
Funding has been gained for many
key projects in the county, including:
“Waterford City
In addition, €1.2m is invested in peoples imagination; with 284,000
“Waterford City and County Council
and County Council
have collaborated with a range of key
festivals annually, making the county visitors a year at the last count; Mount
have collaborated a more animated place to visit. Congreve has also recently received
The focus of this plan is on those significant investment with Waterford
with a range of key rural areas outside of the key urban City and County Council and Fáilte
partners playing a
lead and catalytic
centres of Waterford City, Dungarvan
and Tramore; the less visited places
that in themselves encapsulate much
Ireland, as joint funding partners,
successful in an application for funding
of €3,726,000 for the development of
partners playing a lead and catalytic
role in tourism
development over
of the essence of the county. While
the Waterford Greenway is a Hero
product that has captured many
Mount Congreve house and gardens
under the Rural Regeneration and
Development Fund 2019.
role in tourism development over the
the last decade.”
last decade.”
Image Credit: Celtic Routes
Section two 21 Section two 22Visitor Experience Development Plan Visitor Experience Development Plan
2.2
PROMOTING
THE WATERFORD
OFFER
IRELAND’S MUNSTER VISIT
ANCIENT EAST VALES WATERFORD
Waterford sits within the Ireland’s Ancient There are several themes under Bringing the vision and themes to life will The brand is primarily designed to appeal Visitor attractions, activities and these ranges. A new five-year strategic Promotion of tourism in the county Visit Waterford, which is a membership
East (IAE) regional brand destination. The development for IAE storytelling and be new and improved experiences with to the Culturally Curious and Great experiences are promoted as part of tourism development plan, launched in is undertaken by Visit Waterford organisation, have already identified
visitor experience is based on Ireland’s interpretation, some more advanced than a focus on memory making, storytelling Escaper customer segments. Despite the wider Munster Vales regional brand 2020, is intended to guide the development (visitwaterford.com), a stakeholder group several campaigns to target International
rich built, natural and cultural legacy, others. Some are being re-evaluated, with and experience. National investment the volume of potential visitors within which includes West Waterford, North of Munster Vales as a destination and with a mission to promote Waterford to and domestic visitors to stay in Waterford
made accessible and delivered through changes expected 2021. Themes currently in IAE development and marketing is a the Great Escaper segments, Culturally Cork, South Tipperary and East Limerick. support the development of existing the domestic and international market. and created a content bank for members,
stories and interpretation at key historical relevant to rural Waterford and the wider significant opportunity for Waterford to Curious visitors are identified as having Munster Vales was established in 2017 as and new visitor experiences within Visit Waterford work with both local which includes new images of the city and
sites. The vision for IAE is that “Ireland’s South East include Vikings, Castles and harness; with many tourism products and more potential to deliver for the Ireland’s a destination to encourage and support communities that align with the Munster and national stakeholders for the long- county, along with social and promotional
Ancient East will be an immersive Conquests, Tales of Two Worlds, Maritime experiences in the county aligned with the Ancient East region. To grow international growth and economic development in Vales brand and encourage more visitors term strategic development of tourism videos. A new website has also been
experience of living culture, breath-taking Gateway, and Sacred Ireland. vision and themes for the IAE brand. The visitors, Waterford as a destination must this rural and mountainous region, which to stay in the area. in Waterford. The objectives of the developed with the support of Waterford
landscape and hidden history made goal of the investment will be to transition ensure that it has defined itineraries encompasses parts of counties Tipperary, group include activating the ‘Waterford, City & County Council and can be viewed at
remarkable by vibrant communities, local the south and east of the country from which are saleable experiences1, a tourist Waterford, Cork and Limerick, including Where Ireland Begins’ brand, building www.visitwaterford.com.
lore and the authentic character of the a transit and day-tripping destination to product that is market ready to include the Comeragh, Knockmealdown, Galtee, awareness of Waterford as a destination,
real Ireland”. one that attracts increased numbers of attractions and a tourism offering ready Ballyhoura and Nagles mountain ranges creating targeted promotional marketing
international overnight visitors. for promotion overseas. and the communities between each of material, implementing a three-year
implementation plan, as well as
encouraging and developing collaborative
links with tourism providers.
1. A saleable experience is a tourism experience that has gone through a Fáilte Ireland process, which makes it fit for purpose for B2B in the international and national marketplaces.
Section two 23 Section two 24Visitor Experience Development Plan Visitor Experience Development Plan
2.3 2.4
VISITOR STRATEGIES VEDP, are aligned with and supported by
national policy.
At a county and sub-county level relevant
strategy includes:
Areas of
competitive
MARKET AND AND PLANS The Government recently unveiled Waterford City and County Council’s
advantage
are deemed
PROFILE REVIEW REVIEW its blueprint to transform rural areas
across the country entitled “Our Rural
Tourism Statement of Strategy and Work
Plan 2017-2022.
to be:
Future”. The policy acknowledges the Vibrant Natural Heritage Activities Food and Arts and Hospitality with Distinctive
In 2018, Waterford welcomed 3% Relevant strategies and plans at a significant impact rural tourism has on The Tourism Statement of Strategy city and environment including towns/ and beverage culture, in a variety of guest destinations
of the 9.6 million overseas tourists national, regional and local level rural communities and economies and highlights the transformation that has associated ranging from villages and adventure including a contemporary accommodations, such as
who came to Ireland (288,000 including current strategic tourism includes measures aimed at helping taken place in tourism in the county over attractions mountains to large houses and including vibrant artisan venues and restaurants, Dungarvan,
approximately), spending 1% of planning and marketing plans, were the tourism and hospitality sectors the previous ten years. This includes including the countryside, gardens, with a walking, food production galleries. cafes, bars, pubs, Tramore,
the €5.2 billion overseas tourism reviewed as part of background recover after the pandemic. The policy investment in several flagship attractions Waterford coastline and specific action: sailing, industry, with entertainment Ardmore and
expenditure in Ireland (€52m research for this study. recognises that tourism growth must in the city as well as the Waterford Viking Triangle. beaches, with “to Identify kayaking, good quality and shopping Dunmore East
be environmentally, commercially and Greenway and flagship festivals specific actions suitable projects hill walking, food service opportunities. and Lismore.
approximately).
socially sustainable in rural areas, and including the West Waterford Festival to: “Harness within Waterford fishing, horse- outlets, two
potential of which have the riding, cycling significant
Irish residents took 509,000 trips At a national level the National Planning include community and visitor awareness of Food. Amalgamation of the two local
the UNESCO potential to and golf. food festivals,
to Waterford (5% of the 10.9 million Framework 2040 recognises the and involvement. Waterford City & County authorities in Waterford in 2014 presented
Geopark” and complement the and several
domestic trips in 2018) spending €111 importance of rural tourism stating Council’s participation in the INTERREG the opportunity to create a unifying “Develop the existing tourism award-winning
million (6% of domestic tourism spend). “Rural areas make a major contribution Local Flavours project is based on such destination brand ‘Visit Waterford, Where activity tourism offering”. restaurants.
to Ireland’s identity and to overall national principles. The two key projects, this plan Ireland Begins’, launched in 2015. A key potential of
Together this means in 2018 tourism development in economic, social, cultural the ‘explore more Waterford’ app projects, focus of the strategy is to build on existing the Comeragh
revenue in Waterford was €163m with and environmental terms. Rural areas, are well placed to help sustainable co-operation between public and private Mountains and
total visitor numbers of 797,000. including Gaeltacht regions and Ireland’s rural tourism growth in Waterford when sectors to arrive at a ‘whole-of-sector’ Munster Peaks”.
inhabited offshore islands, hold much of combined with the “Our Rural Future” approach to tourism. It is also considered
Encouraging visitors to urban areas Ireland’s natural resources, biodiversity, rural development policy. important that Waterford City & County
of the county such as Waterford environmental qualities and landscape Council recognise and prioritise the
City, Tramore, Dungarvan, Waterford and contribute in a unique way to Ireland’s development of those places in Waterford
Greenway to also visit more rural culture.”2; and “Tourism has the capacity to that have the potential to deliver best
locations, and thus benefiting directly and indirectly sustain communities, economic return on investment. This
communities around the county, and create employment and deliver real social ensures the best use of resources and
enhancing visitor experience is a core benefits for rural Ireland”.3 Initiatives to encourages visitors to come to the county.
focus for this plan. reinforce rural economies, such as this
2. Project Ireland 2040: National Planning Framework, Government of Ireland, 2018, page 68 Image Credit: Celtic Routes
Section two 3. Ibid, page 77 25 26Visitor Experience Development Plan Visitor Experience Development Plan
Key product development Regional collaboration and bespoke » Lismore Heritage Centre, new Opportunity Studies for Blackwater Each study appraises the current
opportunities include further initiatives include Visit Waterford, Lismore Castle Experience allows River Valley, Copper Coast and baseline and context for tourism,
attractions in the Viking Triangle and Munster Vales, Celtic Routes, Blue Way visitors to see inside the Castle and Waterford Estuary recreation and amenity development
the Waterford Greenway. Experiences Development, Destination Training, the lives of the famous people who for the subject area, is a framework
being developed at the time of the Welcome Ambassadors, and Support lived there through virtual reality. Tourism studies have been to define community led actions, and
plan included Mount Congreve of Local Tourism Information Offices. A » South East Greenway, €8m funding commissioned by Waterford City and is grounded in extensive stakeholder
Estate, St. Declan’s Way Pilgrim Path, long-term objective is to develop, brand from Department of Transport, County Council for three of the five and community engagement. Each
Munster Vales, Celtic Routes; North and market the South-East coastline as Tourism & Sport for a state-of-the- study areas for this VEDP. These in- describes the development and
Quays Development, O’Connell Street, a series of themed on or near water- art 24km cycling and walking route depth opportunity studies include: policy context and provides an
Tramore regeneration, and a cliff walk based activities. linking New Ross, County Wexford with overview of the tourism context and
in Dunmore East. Specific actions Ferrybank, County Waterford through importance; a detailed socio-economic
identified include “Develop a suite of Key rural tourism initiatives, relevant South Kilkenny. profile; description of transport &
experiential themes that reflect existing for this study include: » Trails Waterford, an umbrella brand communications infrastructure;
Blackwater River
tourism bundles”. This is also applicable for a broad range of trails and outdoor and analysis of social, economic,
Valley Tourism Action
to the rural Waterford area. » Waterford Greenway, potential recreational opportunities with over environmental, political, demographic,
Plan 2018-2023;
for further experiences such as 30 accredited or approved recreational technological and behavioural
With regards to marketing and The Famine Workhouse tour, an trails and trail networks to choose information and trends.
promotion, Waterford’s Tourism interactive museum of the rail from across a variety of landscapes
Statement of Strategy and Work Plan heritage at the train station in and terrain types. The three studies enable a valuable
will align with Fáilte Ireland’s regional Kilmacthomas. Connection of the » Blackwater Blueway feasibility Copper Coast Opportunity assessment of the issues and
brand of Ireland’s Ancient East whilst Greenway to the heart of Waterford analysis, consisting of a linear trail, Study 2020-2024; opportunities for each of the areas,
continuing to promote the unique and City is another key project with approximately 40km in length, linking which, combined with research and
distinct Waterford offering under the €2.65m funding secured. trail head facilities at nine towns and engagement undertaken to inform
brand of ‘Visit Waterford, Where Ireland » Mount Congreve, which was villages in the Blackwater valley. this study, provide insights for the
Begins’. successful in gaining RRDF funding Waterford Estuary SWOT analysis in section 6 and action
of €3,726,000 November 2019 and Opportunity Study plan in section 4.0. This VEDP seeks
projected (pre-Covid) to attract 2020-2024; to complement these studies and the
150,000 visitors each year. proposed Comeragh Opportunity Study
» Copper Coast Geopark: in the enhancement of existing and
enhancement of visitor experience development of new and compelling
and product offer. visitor experiences.
Similar studies are to be
progressed for the
Comeragh Uplands area.
Section two 27 Section two Image Credit: Celtic Routes 28Visitor Experience Development Plan Visitor Experience Development Plan
2.5
CHALLENGES AND
OPPORTUNITIES STRENGTHS WEAKNESSES
Authentic local food story with Diverse geography across the Heritage towns such as Lismore, Irish language and cultural Visitors mostly focused on Tourism industry in rural Lack of visible accommodation in Issues of seasonality (in tandem
strong food offers, tours and county ranging from dramatic Cappoquin, Ardmore, Portlaw. tradition in the Gaeltacht Waterford City & larger urban Waterford not responding to rural areas meaning overnight with Covid and Brexit) impacts on
festivals, and Food the Waterford Comeragh mountains, to coast, na nDéise. areas meaning a lack of rural visitor demand for experiential spend opportunity not maximised. viability of businesses.
Way network. rivers (Blackwater to the west dwell time. tourism.
and Suir to the north), Waterford
Estuary and countryside; unspoilt
natural landscapes. Natural assets of the area not Inconsistent level of quality of visitor Difficult to attract small tour groups Need for more local stakeholders to
entirely accessible or presented in a experiences in terms of how visitor to include the coastal route in their drive development.
UNESCO Geopark designation for Scenic drives including the Copper Range of big houses and gardens Range of outdoor activities visitor focussed way e.g. parts of the ready they are. itinerary.
Copper Coast Geopark providing Coast and Blackwater Valley Drive including Mount Congreve Gardens, including a significant water- river shore and coastline.
networking and promotional acting as a motivator to increase Lismore Castle Gardens, Cappoquin based activity offer in Dunmore
opportunities and recognition of dwell time. House and Gardens, Curraghmore East
geological importance. House and Gardens, Dromana House Rural Waterford not maximising economic Lack of diverse visitor attractions. Perceived lack of funding for Farmers deterred from allowing more
and Gardens. value of major attractions such as experience development amongst local access for walking routes due to
Waterford Greenway and River Blackwater stakeholders. insurance concerns.
to increase dwell time and dispersion of
Promotion of rural Waterford Development of the Waterford Range of walks which enable Accommodation providers visitors throughout the area.
experiences as part of Ireland’s Greenway a nationally significant access to the scenery including which offer a range of visitor
Ancient East and Munster Vales recreation facility which mountain walks (Nire Valley, experiences working with local Low levels of cross selling and Lack of joint ticketing or cross Competition with neighbouring counties Impact of development diluting the
encouraging regional dispersion, encourages visitors to leave the Mahon Falls), cliff walks partners. industry collaboration between selling of attractions, activities, and promoting day trips. traditional culture in the Gaeltacht na
tapping into key Fáilte Ireland urban areas of the county and (Ardmore and Dunmore East) and geographic areas. accommodation. nDéise.
objectives. access the countryside. St Declan’s Way Pilgrim Path.
Accessibility with proximity to High quality festival and events Villierstown Quay providing The people of Waterford; their Lack of cohesive journeys – few routes Inadequate visitor infrastructure
Rosslare ferry port, and urban delivered throughout the destination access to Blackwater River and pride in place and welcoming around the county. e.g. condition of roads, lack of toilets,
centres of Waterford, Wexford, e.g. Comeraghs Wild Festival, Copper water-based activities including manner making visitors feel parking, cafes.
Kilkenny and Cork; N25 providing Coast Festival, Blackwater Valley canoeing, kayaking, and angling. comfortable.
east west access to the county. Opera Festival, All Together Now,
Dunmore East Bluegrass Festival.
Section one 29 Section two 30Visitor Experience Development Plan Visitor Experience Development Plan
OPPORTUNITIES
Creation of new and enhanced Maximising stakeholder Engagement with Munster Vales Availability of Fáilte Ireland Range of funding schemes Development of linked network of New ways for visitors to engage Highlighting the cultural offer
cluster of engaging experiences engagement in the development of for promotion and development of Covid-19 Safety Charter and available for capital projects Blueways e.g. linking Waterford with the Irish language such as through a West Waterford Music
in the five geographic areas. any relevant Fáilte Ireland VEDPs rural Waterford experiences. associated supports. which could be used for to Wexford and Wicklow, and day courses, an Irish language Festival.
focussing on coastal experiences, experience development initiatives Blackwater Blueway. walking tour, and musical
Blueways etc. including Leader, Fáilte Ireland, concerts with Irish dance lessons
RRDF, FLAG, Town and Village in the Gaeltacht na nDéise.
Funding, Údarás na Gaeltachta.
Maximise the offer in destination Increasing and promoting Collaboration with neighbouring Engage tourism stakeholders Creation of more river and Consideration of new and Seeking designation of Comeragh More spurs from the West
towns such as Lismore, Ardmore environmental enhancement and counties accommodation centres, in on-going development and coastal walks. enhanced immersive visitor Mountains as a national park. Waterford Greenway e.g. linking
and Dunmore East with a community engagement through activities and experiences. promotion of the Explore More experiences such as ways to to Lismore and west to County
distinctive visitor offer. a sustainable and regenerative Waterford visitor app to raise engage with the hero product in Cork, link to Kilmeaden, Portlaw
tourism approach. awareness of the rural Waterford each destination cluster, and ways and Carrick-on-Suir.
offer. to better access the hero product
for the visitor.
Increasing the capacity of tourism Tapping into Ireland’s Ancient Visitors seeking open air Development of a business Maximising the potential of the Twinning towns and villages with
stakeholders to engage in cross East promotion of rural destinations and experiences in network amongst tourism rural Waterford food offer European equivalents.
selling, collaboration and Waterford itineraries as a route Covid-19 context. stakeholders including including on-farm food tours,
promotion of bundled experiences. to market for local experiences representation on Visit Waterford more visitor experiences in each
and to maximise national spend with sub-group for experience cluster, development of a network
opportunity. development. of food offers along the Waterford
Greenway and combining experiences
e.g. Blackwater Gin and Knockanore
cheese.
Section two 31 Section two 32Visitor Experience Development Plan Visitor Experience Development Plan
2.6
CONCLUSIONS
THREATS
Lack of co-ordination between Overseas visitors lacking Activity providers facing Lack of signage and visitor
stakeholders could mean that confidence to travel. insurance cost challenges. facilities in some areas.
opportunities are being missed. Rural Waterford Waterford City Waterford as a 2018 tourism Dispersing visitors Key challenges for Key opportunities
has a diverse and County destination must revenue in from honeypot developing and include: creation of
range of tourism Council have ensure that it has Waterford was locations such enhancing visitor new and enhanced
assets both collaborated defined itineraries €163m with total as Waterford experiences in rural cluster of engaging
tangible and with a range which are saleable visitor numbers of City, Tramore, Waterford include experiences in each
intangible upon of key partners experiences to be 797,000. Dungarvan, access to and ‘visitor of the five geographic
which to base playing a lead promoted both as Waterford Greenway readiness’ of some areas; increasing
existing and and catalytic part of the Ireland’s and thus benefiting attractions; a need the capacity of
potential visitor role in tourism Ancient East regional communities around for more collaboration tourism stakeholders
Pace of international tourism Impact of Brexit on numbers of Lack of awareness among experience development brand, Munster the county, and and cross-selling; lack to engage in cross
recovery due to Covid-19 crisis visitors from Great Britain. domestic and international development. over the last Vales and as part of enhancing visitor of accommodation; selling, collaboration
and ongoing threat to domestic visitors of the wider offer in decade. Visit Waterford, the experience is a core inadequate visitor and promotion of
tourism from national lockdowns. rural Waterford apart from the
umbrella destination focus for this plan. infrastructure; impact bundled experiences;
brand for the county. of seasonality as well visitors seeking open
Waterford Greenway.
as impact of Covid air destinations and
and Brexit on visitor experiences in Covid-19
revenue. context; enhancing
Greenway and Blueway
networks; more
Image Credit: Celtic Routes industry collaboration;
tapping into Ireland’s
Image Credit: Celtic Routes Ancient East
promotion of rural
Waterford itineraries
as a route to market
for local experiences;
and maximising the
potential of the rural
Waterford food offer.
Section two 33 Section one 34Visitor Experience Development Plan Image Credit: Waterford Garden Trail Visitor Experience Development Plan
Rural Waterford Visitor
Experiences
3.1 M8
EXPERIENCES BY County Kilkenny
CLUSTER N24 M9
Carrick-On-Suir
This section focuses on For each of the
M8
signature experiences in each Comeragh Uplands M9 destination clusters
of the five destination clusters Portlaw experience development
in rural Waterford. The majority Waterford Greenway opportunities have
Waterford
are saleable experiences with Passage East been identified. In each
other experiences included for Kilmacthomas case this focuses on
their potential to engage visitors Copper Coast encouraging visitors
and to increase dwell time. The into the area through
experiences include a mix of N72 development or
activities, attractions, heritage, N72 Estuary enhancement of visitor
Stradbally
Section Three
food & drink and festivals Dungarvin Dunmore East experiences, and access
Blackwater Valley
with an emphasis on those to the identified hero
experiences that help to bring product. Actions to
rural Waterford as a destination develop and enhance the
to life for the visitor, authentic Gaeltacht experience offer in each
rural experiences destination cluster are
outlined in section 4.0
N25
N25
Section three
one 35 Section three 36Visitor Experience Development Plan Visitor Experience Development Plan
Rural Waterford Experiences Rural Waterford Experiences
COPPER COAST COMERAGH UPLANDS WATERFORD ESTUARY BLACKWATER VALLEY GAELTACHT NA NDÉISE COPPER COAST COMERAGH UPLANDS WATERFORD ESTUARY BLACKWATER VALLEY GAELTACHT NA NDÉISE
Hero Product Signature Experiences
Beaches, coves and cliffs Comeragh Mountains Dunmore East Blackwater River Irish culture
Be immersed in nature on the Take in the spectacular views on Go forest bathing on Dunmore Walk in the footsteps of pilgrims Take in majestic views of
Anne Valley Nature and Wildlife the Mahon Falls and the Nire East Woodland Walk or stroll the on St. Declan’s Way Pilgrim Path Dungarvan Bay and the
Walk and take time out on the Valley Trails beautiful Dunmore East Coastal from Ardmore to Cahir and on to Comeragh Mountains on the An
Annestown Heritage e-trail Cliff Walk with views to Hook Cashel Coinigéar Walk
Head, followed by one of the best
fish and chips in the South East
in Dunmore East
Experience lush green landscapes Challenge yourself and your bike Thrills on the water with Take in breathtaking views of the Soak it up at Solas na Mara
and sea views on the Waterford on the Nire Valley Drop race Dunmore East Adventure Centre coast and discover history on the Seaweed Baths
Credit: Patrick Browne Photography Image Credit: Waterford Garden Trail Image Credit: WCCC Image Credit: Munster Vales Image Credit: Celtic Routes Greenway with local bike hire too Ardmore Cliff Walk followed by
dinner at the Cliff House Hotel
The stunning Copper Coast The diverse Comeragh Uplands Waterford Estuary, a serene The tranquil and scenic Blackwater Gaeltacht na nDéise is the only
coastline is home to the UNESCO has something for everyone with and peaceful part of the Valley area stretches from the Irish-speaking region in Ireland’s
Discover your inner adventurer Take a hike to Mahon Falls in Sail the Estuary in the wake of Seek your adventure along the Learn cúpla focal at Coláiste na
Geopark with diverse rock some of Ireland’s most dramatic, county, includes historic fishing Knockmealdown Mountains past south-east. Here time moves at a
with a sea-kayaking trip with the Comeragh Mountains with generations with Traditional coast or along the beautiful Rinne Irish classes and courses
formations, and some of the most wild and beautiful accredited communities such as Cheekpoint Mount Mellary and heritage different pace, with magnificent
Pure Adventure Muddy Boots tours Boat Charters from Waterford Blackwater with a sea kayak
beautiful beaches in Ireland, upland walks with jaw-dropping overlooking the Suir and Barrow villages of Cappoquin, Lismore and views of Dungarvan Bay and the City to Dunmore East or SUP trip with Ardmore
with secret coves and mysterious views. For those seeking gentler rivers confluence near Faithlegg Villierstown, all on the Blackwater dramatic Comeragh Mountains. Adventures or even go whale
standing stones. The area is also pursuits, Mount Congreve Gardens House Hotel, and Passage East River where several companies Visitors can connect with Irish watching!
host to picturesque villages and offers one of the world’s finest with its Wexford ferry link. offer boat and kayak trips. The culture in the villages of An Rinn
the popular Waterford Greenway collections and the Waterford & Creadon Head, home to an historic town of Ardmore is host to and An Sean Phobal with Coláiste Get your Vitamin Sea along Get hooked on angling with Stroll with a picnic along the Explore the stunning and Visit the uniquely located Joan
which runs through the lush green Suir Valley Railway offers a range early human settlement history adventure companies, the renowned na Rinne, an Irish language college, the 2.5km Bunmahon Beach Clonanav Fly Fishing and expanse of sandy Woodstown historic river with Blackwater Clancy Art Gallery overlooking
countryside south of the N25, of tours. For something livelier the and strong maritime heritage, Cliff House Hotel, and the Ardmore offering short courses as Gaeilge. walk and take to the waves with Angling Centre Beach Ecotours or Blackwater Boating Dungarvan Bay
where the Copper Coast meets the vibrant Comeraghs Wild Festival overlooks the sandy expanse Cliff Walk, one of the most scenic For those seeking a truly immersive Bunmahon Surf School followed by afternoon tea and a
Comeragh Uplands. There are showcases the mountain offer, of Woodstown Strand. Further coastal walks in the country. As experience, Sólás na Mara, in garden tour at Dromana, Tourin
opportunities for foraging on the while Curraghmore House, the south, Dunmore East has been well as natural beauty and heritage the fishing port of Heilbhic, gives or Cappoquin House & Gardens
coast with the Sea Gardener and for largest private demesne in Ireland, creating life-long memories for including Lismore Castle and the relaxing seaweed baths. For local
freeing your creative spirit making provides the venue for the annual generations of visitors who return Lismore Heritage Centre, the area Waterford crystal, Criostal na
sand art with the Art Hand on the All Together Now music festival. for the family-friendly beaches, is famous for its food offering with Rinne offers free tours, while Joan
beautiful beaches of the coast. seafood, water-based adventure Dungarvan’s West Waterford Festival Clancy’s art gallery has spectacular
activities and exhilarating cliff of Food showcasing many Blackwater coastal views.
Section three top and woodland walks. Valley artisan food producers. 37 Section three 38Visitor Experience Development Plan Visitor Experience Development Plan
Rural Waterford Experiences Rural Waterford Experiences
COPPER COAST COMERAGH UPLANDS WATERFORD ESTUARY BLACKWATER VALLEY GAELTACHT NA NDÉISE COPPER COAST COMERAGH UPLANDS WATERFORD ESTUARY BLACKWATER VALLEY GAELTACHT NA NDÉISE
Signature Experiences Signature Experiences
Free your artistic spirit taking Take time for peace and serenity Get an insight into Estuary way Take an immersive VR tour of Immerse yourself in heritage at See the mysterious standing Meet the rulers of the sky at Enjoy the Minaun and Hurt Relax on the safe and sandy Blue
a course with the Art Hand in at Mount Mellary Abbey of life with Waterford Harbour the private Lismore castle at the An Sean Phobal an early stone on Trá na mBó and Mayfield Birds of Prey Falconry Hill walks along the estuary and Flag Ardmore Beach, perfect for
Bunmahon, Sand Art with Sean Tides & Tales Lismore Heritage Centre followed Bronze Age court cairn and the view 460 million year old rock at Portlaw between the villages of Passage families.
Corcaran and at Adrian Cooke by a trip to the historic Castle only example of its kind in the formations and cliff walls at East and Cheekpoint
Classical Art Atelier Gardens and to Lismore Castle southeast. Kilfarrassy cove and beach
Arts gallery
Purchase a gift from the Explore culture heritage and Experience live music at the Tour artisan food and drink Enjoy the scenic beauty on the Experience Development Opportunities
talented artists and designers activities at the Comeraghs Wild Dunmore East Bluegrass Festival producers including Baldwins Cliff Walk from An Rinn and An
at Workhouse Studios in Festival Farmhouse Ice-cream, Sean Phobal Cliff Walk/Helvick
Kilmacthomas Knockanore Farmhouse Cheese, Head
Barrons Bakery and the Feasibility assessment of Feasibility assessment of Feasibility assessment of Feasibility assessment of the Support Údarás na Gaeltachta
Blackwater Distillery enhanced visitor experiences at biodiversity and activity tourism Waterford Estuary maritime and Blackwater Blueway as an on and development of a cultural centre/
the Copper Coast Geopark Visitor experiences along with enhanced early human settlement heritage off water activity route along the hub to include a craft/food
Discover history at the Copper Visit one of the great gardens of Take the family on a whale Come to one of Ireland’s most Visit the local shops and bars Centre that includes activity visitor facilities to the Comeragh as interpretive visitor experience Blackwater River. outlet, Irish language classrooms,
Coast Geopark Visitor Centre the world at the unique Mount watching trip of a lifetime with captivating events at Blackwater and listen to the local people based and/or virtual reality Uplands attractions. and attraction. interpretative history, café and
Congreve Gardens Dunmore Boat Trips or try your Valley Opera Festival in the speaking in Irish access to the underground mine potential for hostel style visitor
luck with Dunmore East Angling grounds of experience at the Tankardstown accommodation.
Charters site and development of coastal
path connectivity along the
Discover a community of artisan Tour the largest private demesne Go for a trek with Pallas Tour at your own pace on the Enjoy the peace and serenity of Copper Coast stretch.
food producers at Dunhill Eco in Ireland at Curraghmore House Equestrian through countryside beautiful Blackwater Valley Drive this quiet part of the county
Park and Gardens in Portlaw which and even on Woodstown Strand
also hosts the All Together Now Development of Blueways, Greenways, themed trails, itineraries connecting each of the five destination clusters.
Music Festival
Go wild swimming at your choice Take to the saddle with Take a leisurely cruise or hone Take your pick of beautiful
of beautiful beaches Cullenagh Stables your skills with South Coast walks at Glenshelane Woods at
Sailing aboard the ‘Riptide’ in Cappoquin, The Towers Walk
Dunmore East at Ballysaggartmore, and the
riverside Lady Louisa’s Walk at
Lismore
Section three 39 Section three 40You can also read
