Visitor Svc Manual

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VISITOR

SERVICINGSTRATEGYFOR

NORTHERNIRELAND


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TABLE OF CONTENTS

1. Introduction ....................................................................................................................................................................................1

2. General Principles..........................................................................................................................................................................2

3. Tourism Signage............................................................................................................................................................................6

4. Tourist Information Centre & Network .......................................................................................................................................11

5. Points of Entry..............................................................................................................................................................................16

6. Urban Areas..................................................................................................................................................................................22

7. Routes & Trails.............................................................................................................................................................................36

8. Areas of Environmental Sensitivity............................................................................................................................................44

9. Literature ......................................................................................................................................................................................59

10. Monitoring ....................................................................................................................................................................................66


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NITB Visitor Servicing Manual DRAFT

1. Introduction

BackgroundTTC International and its partners ASW Consulting and g2design, were commissioned to prepare a Visitor Servicing Strategy for Northern Ireland. This isin line with NITBs commitment in its Corporate Plan 2002 -2005 to improve visitor satisfaction through enhancing product/customer service knowledgeamongst providers, information / booking services and the Tourist Information Centre (TIC) Network.In addition to this commitment NITBs Tourism Strategy 2003-2008 stresses the need for a Welcome and for good visitor servicing in all aspects oftourism.

This Visitor Servicing Strategy forms part of the overall Tourism Strategy and is intended to be used as a blueprint for the future for the many aspects ofvisitor management and contact that are addressed in this report.

The production of this Manual follows on from a detailed analytical report on all the aspects of Visitor Servicing that form the detail of this document.

As competition in tourism increases year on year, the quality of the visitors experience becomes of increasing importance. Changes in technology andthe decline of the travel agent together lead to a climate where previous experience and word of mouth recommendation can be key features of thedecision to visit.

Satisfaction with a holiday or short break can depend on a variety of factors but a destination can help itself through taking control of those things that canbe influenced or managed so that the visitors satisfaction is maximised.

The manual is laid out as follows:

General Principles of Visitor ServicingGetting the Basics RightGeneral Tourism SignageTourist Information CentresPoints of EntryUrban Areas

Routes & TrailsAreas of Environmental SensitivityLiteratureMonitoring Tools

TTC International, ASW Consulting, g2 design October 2004

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2. General Principles

OverviewThe basic tenet of tourist or visitor servicing is to provide a standard of and series of services to the visitor which will:

Meet or exceed his/her expectations in relation to the necessities of an enjoyable visit;

Meet or exceed his/her expectations in relation to the availability and standard of information that is essential to a successful visit;

Meet or exceed his/her expectations in relation to the delivery of the product on the ground being as promoted or advertised;

Encourage the visitor to return personally or to encourage others to visit.

This Manual sets out a series of recommendations, checklists and pointers to best practise which should ensure, if applied consistently, that theseexpectations can be met.

Applicability

This Manual is principally aimed at those providing visitor services that is facilities and personal services which may be supplied by those in thetransport sector, in local authorities, community groups, and the broad public sector of government and in some cases private sector operators. These willnormally be linked to transport, attractions and some provision of information services.

The Manual does not cover the territory of accommodation providers and their standards or food and beverage overall. These areas are of course criticalto the success of visitor expectations but they are not the aim of this manual. Neither does the manual address the question of staff training except in itsbroadest applicability. This is an immensely important issue but is not for this manual. Suffice it to say that well trained, well motivated, skilled andenthusiastic staff is the foundation of successful visitor servicing all over the world.

Getting the Basics Right

Before addressing in detail the specific elements of the manual that are set out Chapter by Chapter there are a number of basic issues that deserve to bespelt out simply and frankly. They are not sophisticated and do not need any great insight into tourism strategy for their identification. Nevertheless therest of the manual counts for little if these basics are wrong.

They are spelt out overleaf as the Basic Checklist.


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Table 1: THE BASIC CHECKLIST

Title Detail Responsibility Action

Welcome

PublicTransport

InformationProvision

Cleanliness

The sense of welcome to a destination cannot be taken fore granted. Whilewelcome signs may be helpful they will not overcome a lack of friendlinessto and interest in a strangers welfare. Attitude as much as formalwelcomes is at the heart of the matter. Visitors need to be cherished asboth a valuable commodity and as human beings perhaps unsure or evenworried in strange surroundings. Friendly faces, knowledgeable aboutvisitors needs and a helpful attitude make an immediate good impression.

Many visitors arriving at air and sea ports (and bus /rail stations) needpublic transport. Clear information provision available in advance throughwebsites showing frequency of service, cost and time of first and lastservices is needed. So too is clear direction to the services at the terminals.Taxi services too should be regulated and transparent in their charges.Provision should be made for public transport if the last flight, ferry or trainis delayed.

This is covered in detail within the manual but all public transport terminalsshould have a basic information board with map to facilitate the visitor whohas not made any preparation. Information telephone numbers especiallyout of hours procedures should be included.

A clean and tidy environment is conducive to tourist satisfaction and adesire to return again. Frequent effective street cleaning coupled with litter

free roadsides and grassed areas (especially after cutting) and cleanbeaches (meeting European standards) all encourage repeat business andenhance the reputation of the hosts.

The PeoplePublic BodiesPrivate BodiesThe Media

ProvidersTerminal ManagersRegulators

Local TICs workingwith Local authorities

The PeopleTidy Northern Ireland

Local AuthoritiesRoads Service

Welcome to Excellencestyle campaigns, mediaawareness campaigns,think tourist.

Check from visitorspoint of view.Provide late serviceaction plan.

Provide basicinformation boards fortransport locations.

Frequent effectivecleaning and litter

clearance.Beaches meeting BlueFlag or similarstandards.


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Public Toilets

Signposting

OpeningHours

This topic is as fresh as ever in servicing the needs of visitors. There has

been a tendency to reduce the availability of public toilets as sadlyvandalism has created continuous problems. However this should not betaken as a reason to give up and the need for clean, frequently servicedpublic toilets, particularly at well frequented tourist areas is as valid as ever.

The point is lost if they are not well maintained, clean and fresh. There aremany examples of good practise in places as disparate as Belfast andCrossmaglen.

Petrol stations have taken on a role of toilet provision to motorists at timesreluctantly. Some horrific examples of bad maintenance and no servicingexist on key tourist routes. They have as important a role to play as thoseprovided by local authorities and should be equally well maintained even ifthey too suffer from vandalism and misuse.

This topic is covered in several sections of the report. Here the issue is notTourist Signing but rather that of normal road use. Some thought should begiven to a stranger using the signs, particularly within towns or cities wherenavigation may be more complex than a local imagines.

Additionally when motorways are closed and diversions put in place thequestion of visitors understanding the diversion signage should be given apriority.

The opening hours of TICs, shops and visitor services have generallyimproved over the past eight years. There is a need however to bear inmind visitor needs especially in off peak season when services tend toreflect local needs. While visitors may be fewer at such seasons they stillhave service requirements.

Local Councils

Attractions ManagersAccommodationProvidersPub /RestaurantManagersPetrol StationManagers

Roads ServiceContractors

TICsService ProvidersChambers ofCommerce

Ensure clean, frequently

serviced provision ofpublic toilets throughoutan area.

Extra effort needed atbusy tourist areas andextra vigilance atisolated spots vulnerableto vandalism.

To think from a completestrangers perspectivewhen updating ormaking decisions onsignage.To ensure that motorwaydiversionary routes canbe understood bytourists who do not knowthe area.

To consider visitor needsrelating to opening hoursparticularly in shoulderand off season.


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Languages

Currency &ExchangeRate

Flags, Graffitiand Emblems

While English has become the international tourism language it must not beassumed that there is not a need to make foreign language provision. TICs

have set an excellent example in using staff with multi language ability andthis practise should be encouraged where service staff meet tourists.New markets such as Japan and Korea will have specialist language needsfor some years to come in addition to the principal European tongues.

Since the advent of the Northern Ireland has had an awkward time inservicing payments in some areas. Near the border there is generalacceptance of the although exchange rates may be at times termed

imaginative. Bank ATMs dispensing are becoming a feature as are majorshops and stores which accept payment in . General Bureaux de Changeare now less of a feature and care should be taken to ensure that in areasmost distant from the Border that there is currency exchange provision forthe tourist.

This difficult and sensitive subject should not be neglected. Any touristdestination that appears to deter visitors by symbols of territoriality whichsuggest that one group or other is not welcome is not doing itself justice.Apart from the environmental eyesores created flags and graffiti havemessage which essentially say Keep Out! This does not help tourismwhatever the flag or symbol may be.

TICsService Providers

BanksTICsCommercial Premises

The PeopleDOELocal Councils

To ensure that specialistlanguage skills are not

forgotten and that newmarket languages areprovided.

To ensure that the hasgot wide acceptance or afacility is easily available

for exchange atreasonable rates.

A concerted effort shouldbe made to ensure thattourist areas or placesaccessing them orfringing them should bekept free of flags andgraffiti especially in whatshould be peak holidayseason.


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3. Tourism Signage

Tourist signage is an important component of visitor servicing and should be considered in conjunction with other visitor servicing tools. Thepolicy is comprehensively summarised in The Guide to Tourist Signing in Northern Irelandproduced by NITB and the Roads Service, DRDand available from NITB or www.nitb.com The full policy is set out in Road Service Policy Guidelines on Tourism Signing in NorthernIrelandand is also available on www.nitb.com and www.roadsni.gov.uk


Examples ofApprovedSigning

Town and village nameplate signing

Where a request is made to have a town or village signed with more thanjust its name on a black-on-white sign, this may be accommodated throughthe erection of a sign similar to that shown below. The content of the signshould be agreed with the local Council.


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Scenic routes and coastal routes

Scenic routes and coastal routes shall be agreed with NITB in conjunctionwith RSHQ in order to preserve the consistency of such signing throughoutNorthern Ireland. As in all matters relating to signing, road safetyconsiderations shall be paramount and Roads Service shall be responsiblefor all decisions in this regard.

The signs at the start of a route and those at other major joining pointsshould contain the legend scenic route, scenic trail, tourist route, tourist

trail or coastal route as a minimum. In addition, a geographical name maybe added to the legend together with a suitable authorised local symbol, ifconsidered appropriate. Advance direction signs may also be necessarywhere the route starts at the junction with a main road.

Continuity or repeater signing along the route should consist of signsbearing the legend scenic route (or variant) and an authorised symbol, ifused.

Repeater sign along a scenic route.


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Urban accommodation

Accommodation signing within an urban area should not commence furtherfrom the premises than the nearest urban distributor road or nearest pointon a one-way system. Roads Service shall determine the roads in an urbanarea from which such signing shall commence.

Named signing may be provided for hotel accommodation. Signing toguesthouses, B&B and self-catering accommodation should not display the

name or type of individual premises, but should solely depict the bedsymbol to indicate that accommodation may be found in the directionindicated. Such signing should continue at subsequent junctions until thestreet on which such accommodation is located has been reached.

Example of urban accommodation signing


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Tourist information centres & tourist information points


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Pedestrian signing

All pedestrian signs to tourist attractions shall include a walking figuresymbol as shown in TSR or otherwise authorised for use in NorthernIreland. An example of a standard pedestrian sign is shown below. Anattraction symbol may also be included. Normally, only flag type signs are

necessary for pedestrian signing but there may be situations where moreelaborate pedestrian signing schemes involving stack type signs will berequired.

Pedestrian sign to a tourist information point

Pedestrian sign to a tourist attraction


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4. Tourist Information Centre & Network

Table 3: Tourist Information


TouristInformationCentres(TICs)

GeneralTICs are the backbone of the information network for visitors to NorthernIreland. TICs must meet the standards of the Network if they are to providea consistent valuable information service to visitors

The Network has agreed minimum standards of operation, copies of whichare available from NITB.

The Northern Ireland Network currently has 29 TICs all of which are run byDistrict Councils, RTOs and in one instance a local developmentassociation.

The current Networked TICs are:

1. Antrim TIC2. Ards TIC3. Armagh TIC4. Ballycastle TIC

5. Ballymena TIC6. Banbridge TIC7. Bangor TIC8. Belfast Welcome Centre9. Carrickfergus TIC10. Coleraine TIC11. Cookstown TIC12. Downpatrick TIC

15. Hillsborough TIC16. Kilkeel TIC17. Killymaddy TIC18. Larne TIC

19. Limavady TIC20. Lisburn TIC21. Londonderry TIC22. Magherafelt TIC23. Newcastle TIC24. Newry TIC25. Omagh TIC26. Portaferry TIC

District Councils,RTOs & NITB

TIC Network


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LocalInformationOffices(LIOs)

TIC /LIOStandards

13. Fermanagh TIC14. Giants Causeway TIC

27. Portrush TIC28. Strabane TIC29. Belfast International Airport

The next tier of information provision comes at Local Information Officeswhere seasonal information is provided and where services are much morelimited than at a Networked TIC.

The LIOs are provided by the private sector as well as public and currentlynumber 17.

They operate to agreed but less rigorous standards and staff receivetraining from the TIC Network. There is usually a mentor TIC nearby.

1. An Chultrlann, Belfast2. Colin Valley Golf Complex, Dunmurry

3. Belfast International Airport4. Mossley Mill, Newtownabbey5. Carrickfergus Waterfront6. McKillops Shop, Carnlough7. Randalstown Post Office8. Cockle Row, Groomsport9. Pier 36, Donaghadee

10. Warrenpoint Town Hall

11. Lough Neagh Discovery Centre12. Castlederg Visitor Centre13. Ulster American Folk Park14. Ulster History Park Cullion15. Explorerne Centre16. City of Derry Airport17. Benone Tourist Complex

The agreed standards of the Network have been mutually agreed acrossNorthern Ireland taking account of international, UK and Irish benchmarks.The standards of service, training and provision are high and meetinternationally expected norms often exceeding them.

THE NETWORK STANDARDS SHOULD NOT BE REDUCED WITHOUTA POLICY DECISION AND THOSE TICS NOT MEETING THE AGREED

District Councils,Private Sector

Network

LIO Network

Network


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TouristInformationPoints

STANDARDS SHOULD BE REVIEWED WITH A VIEW TO EXAMININGTHEIR FUTURE IN THE NETWORK.

In Northern Ireland this term refers to fixed information boards placed atstrategic positions, giving information to visitors concerning a town, village,attraction or route. The design and location of such TIPs is examined indetail in the Chapter concerning URBAN tourism.TIPs may not be necessarily located in urban areas and may be foundaround an area or route.

The term TIPs may be technically confusing in that in England andScotland it tends to be used to describe what are called LIOs in NorthernIreland. There is no problem in this different definitional set as long as the

difference is understood.Information Point (see Fig 6.2 below)

District Councils &Groups/Bodies

District Councils &Groups/Bodies


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TIC Network

BusinessPlanning

ServiceExpansion

The TIC Network in Northern Ireland provides a high standard of serviceand provides a wide range of high quality services. However many TICs incomparison to GB and ROI have a low level of usage and may thereforenot be cost effective.

Detailed performance indicators of each TIC should be available covering: Full costs; Staffing; Revenue generation; Usage by type, season and month; Range of services provided.

Network Members

TICs

TICs

Network Members /NITB

TICs

TICs


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Use of IT

When the future of the RTOs becomes clear and the question of RegionalTourism Partnerships is resolved including their activities there is a clearcase to undertake a strategic review of the TIC Network as the pattern ofdemand changes and the implications of e-tourism become fully known

Business planning must feature prominently in TIC operations. The existingprogramme needs to be embedded firmly in daily operations and revenuegeneration and performance to take a higher profile in lesser performingTICs. The old English Tourist Board Business Planning Manual is a goodsource of ideas and action plans.

Data Collection and ValidationTICs are particularly well-placed to play a leading role in the informationcollection and validation process. Specific requirements, responsibilitiesand processes will be defined as part of the overall IM approachrecommended in the e-tourism strategy.Information Delivery to Visitors via BusinessesTICs are also well-placed to cascade information to their local businesses.A pro-active approach must be established, both in the supply of printedleaflets etc. to individual businesses and in the provision of website content

on local attractions and events in a form that an easily be imported intoindividual businesses own websites.

There is a wide range of activity that a TIC can undertake linked to the useof its IT resources. This covers customer data capture, internet publishing,commercial mailing lists, contact management, customer profiling, emailings and a variety of other uses. However this can be both time

consuming and possibly technology driven rather than strategicallyplanned. The IT resources and policies will differ from district council todistrict council.Changing environment:Information collection and information management Consideration shouldbe given, as part of the broader e-tourism strategy, to enhancing the role ofTICs in the overall information collection and information management

NITB & NetworkMembers

NITB & NetworkMembers


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process. This will require a new focus on the skills of individual personnelwho will need to work increasingly closely with local industry members andcommunity organisations. An important element will be achievingagreement on issues such as data ownership and resourcing.Industry FacilitationThe focus of the e-tourism strategy is on the need tofacilitate the 'e-tourism' presence and activity of the entire tourism industryin Northern Ireland. There is a clear opportunity for TICs (and RTOs) towork with their local tourism industry members to identify grass-roots levele-business requirements, training requirements and other resource issueswhich can then be addressed as part of the implementation plan for theoverall NITB Strategic Framework.Other Information and Service Delivery Channels An increasingly wide

range of ICT-based information and service delivery channels such as in-room information systems and location-based mobile telephony will movefrom concept and prototype stage to wider adoption and use over the nextfew years. The value of such services to the visitor will be primarilydependent on the content rather than the ownership and control of thedelivery channel. Identifying the relevant visitor information requirementsfor each channel and ensuring that these can be met, either from NITB'sand partner resources or through encouraging the development ofappropriate private sector activity requires an Information Management

focus.

NITBs E TOURISM STRATEGY SHOULD BE REFERRED TO FOR FULLGUIDANCE ON THIS SUBJECT

5. Points of EntryTable 4: Points of Entry Air & Sea Ports, Border Crossing


Airports Tourist InformationThere is a strong and growing argument for TIC provision at airports where

BIA, BCA, CODA,RTOs, NITB

Airports, RTOs, NITB


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Seaports

there are substantial low cost carrier flights. These flights tend to attractincoming flight only travellers who have a need for advice andaccommodation or other bookings.

The Edinburgh Airport example where all Information is handled by theEdinburgh & Lothians Tourist Board represents a cost effective approach.

Depending on flights and demand from incoming passengers there is acase for a full TIC at BIA but not at BCA where the business profile ishigher and where pre bookings are the norm. An LIO as at CODA mayprovide a workable solution or a dedicated telephone type link line.

Welcome to Northern Ireland SignsThe erection of this type of sign is not recommended unless the airportoperators are prepared to erect and maintain them free of charge. There islittle value in such signs being paid for at the expense of touristorganisations as arriving visitors who are searching for roads or publictransport simply glance at them. Airports will normally have their ownairside Welcome sign identifying the airport itself and this is more thanadequate.

Drive on the Left SignsThere is an URGENT need to locate Drive on the Left signs at all airportsas the number of overseas visitors using hire cars grows. These signs areessential and should be erected without further delay.

Directional SignageWith the increasing use of hire cars there is a need to review the signagefrom all three airports particularly BIA. Such a review should examineusability from an overseas visitors perspective, particularly the need to find

routes to popular tourist areas and attractions.

Welcome to Northern Ireland SignsThese signs should be put in place at both Belfast and Larne Harbours, inthe case of Belfast particularly when the exit to the Fortwilliam M2roundabout becomes a main exit route. It is likely that these signs would beprovided at a no cost basis. These are aimed at incoming motorists.

Airports

Airports, RoadsService, NITB

Airports, NITB, RoadsService

Ferry Companies, PortAuthorities, NITB

Airports

Airports, Roads Service,NITB

Airports, Roads Service,NITB

Ferry Companies, PortAuthorities, NITB


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BorderCrossings

An example follows.

Drive on the Left SignsThere is an URGENT need to locate Drive on the Left signs at both ports.These should be in three languages and meet international standards.

Information ProvisionThere is no case for TIC provision at ports but the onboard informationservice provided by the ferry companies should be encouraged andenhanced through training of staff and liaison by the TIC Network.The on board video initiative by Stena and BVCB should be encouraged

and enhanced to cover other areas.

Where literature racks are provided at ports they should be kept up to dateand kept tidy.

The new Cairnryan port facility which will service P&O and Stena shouldhave TIP with Map, Telephone Numbers, Web links and advertising relatedto Northern Ireland.

New Belfast (Stena) & Cairnryan PortsThere is an opportunity in designing the layout and facilities for arriving anddeparting passengers at these new port facilities to incorporate bestpractise in information provision, ease of navigation, welcome and publictransport interchange.

WelcomeAll District Councils should provide a Welcome to their district sign at eachmain border crossing in either their corporate colours or as a Brown Sign.

Tourist InformationShortly after the border crossing a Tourist Information Sign should beprovided showing location of nearest TIC, telephone numbers, opening


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hours etc. This must be located at a lay-by or on a hard shoulder wheremotorists can stop and note the information.

An example is below.


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6. URBAN AREASTable: 5 Urban Areas Cities, Towns & Villages


GeneralPrinciples

Northern Irelands five cities Belfast, Londonderry, Lisburn, Armagh andNewry vary extensively in size and issues for tourism and tourism access,management and facilities. Some of our towns are bigger than some of ourour cities. There is no one size fits all solution to visitor management incities or urban areas generally. Work that began as an examination of thecities has evolved into work applicable to urban areas in general.The question of scale influences the possibilities and the cost effectivenessof what is achieved or carried out. It goes without saying therefore thatcommon sense must be applied to the principles and that issues of costsand value for money do need to be kept in mind.

Tourists visit memorable places; tourists visit attractive cities with goodsocial, recreational and cultural infrastructure; tourists are driven by adesire to experience and to understand the dominant character of the placeand its people.

While referring specifically to cities this tenet applies to urban tourism ingeneral.

As cities search for both a brandand an identityto make them competitivein the marketplace, a visitor servicing strategycan help both reinforce thebrand valuespositively and help shape the identity both of these in turnare constructed of three elements personality, proposition and

communication.The relevance of such issues to visitor servicing should not be forgotten itis not an end in itself although it is satisfying to say so pride in the job andhappy customers brings job satisfaction. However the wider impact onbrand, identity and customer loyalty as well as satisfaction brings theeconomic justification for necessary investment.


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In distinguishing one destination from another the concept of a sense ofplacehas evolved. This phrase means that the place becomes more fixedin the imagination of the visitor and makes a better and long lasting

impression if there are distinguishing characteristics evident which areoften based on history and heritage but rely too on the current builtenvironment, the welcome, the state of cleanliness, the facilities availableand the accessibility of the experience.

Achieving this sense of place is vital and the elements below influence it.

TICsNot every urban area can have a TIC. Coverage therefore should be

assisted with LIOs and TIPs. The style and location of urban TIPs are setout later in this Chapter. Where there is a TIC it must be well signposted,have parking nearby and meet the Network standards.

WelcomeThe welcome to an urban area can influence the decision of a visitor tostop or move on through quickly. Welcome signs identify the place and canindicate what is available. (Roads Service composite sign at Chapter 3).

The welcome will need to be reinforced by information and again this isillustrated later in the Chapter.

Directional Signage & Interpretive InformationThere is a need for consistent, accurate and well maintained signagethroughout the area. Such signage can help increase the length of stay andhelp the sense of place.

Transport

This is at times a neglected issue but is of major importance especially forthe visitor who wishes to use public transport. High standards of busstations are now evident as are imaginative tourist oriented bus services atpeak season. Ramblers and Rover services from key centres areincreasingly significant and link urban with rural tourist areas andattractions. Information is widely available at bus and rail stations and canbe improved with better TIC liaison.

District Council, RTO

District Council

District Council, RoadsService, E&HS

Translink, TIC

Network, NITB

District Council, RTO,NITB

District Council, RTO,NITB

District Council, RoadsService, E&HS

Translink, TIC Network,

NITB


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Taxi services can be problematic and clear information on their chargesand licensing is necessary for the visitor.

AtmosphereA welcoming, lively and attractive atmosphere helps encourage visitors tostay longer and enjoy their visit. This can be assisted through dressing thetown or city colourful banners, flags and bunting help give a Festival Feel.

Tourism ServicesThe size of the area will help determine the range of services that will beavailable. These will range from guided tours on a regular basis, to son et

lumiere at peak season, to sessions in pubs and so forth. There needs tobe a recognition that tourists like to interact with local people andexperience at first hand the history, heritage and character of a place.

PeoplePeople are vital to tourism and in a growing destination there should be awelcome to visitors that is fresh and charming not weary and cynical.Initiatives such as Welcome to Excellence can have a positive influence ininspiring people to work positively with visitors.

Cleanliness & Public ServicesThis issue is referred to a Chapter 2 but should be repeated. Litter andgraffiti give a bad impression to visitors and discourage return visits.Unkempt public toilets are unacceptable even if there is vandalism andongoing maintenance costs.Uncut grass and cut grass with litter remaining are also unacceptable.

District Councils,Chambers ofCommerce, DOE

Tourist Industry

Tourism TrainingTrust, RTOs, WelcomeHost

District Councils,Roads Service, TidyNorthern Ireland

District Councils,Chambers of Commerce

Tourist Industry, RTOs

Tourism Training Trust,RTOs, Welcome Host

District Councils, RoadsService, Tidy NorthernIreland


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Hierarchy ofSignage

A hierarchy of welcome and information signs is proposed for Urban areas cities, towns and villages.

The hierarchy is based on four levels of signage:

1. Identification Sign in the form of the Roads Service style shownat Chapter 3 or in councils own styles as used across NorthernIreland.

2. Welcome & General Information Sign these can be free standingand are illustrated below.

3. Historic & Tourist Information Sign - This is the key sign which aims

to interest the passing visitor in the town or village and helpincrease the length of stay. A detailed map is included. Fingerposts can be utilised for navigation.

4. Site Interpretation Sign these provide the final layer of detail invisitor signage in an urban area.

District Councils,Roads Service

District Councils


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Fig: 6.1 Welcome Sign to Town or Village


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g

Fig: 6.2 Information Signs Fig: 6.3 Detail of Map on Information Sign


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g

Fig: 6.4 Site Information Sign Fig: 6.5 Finger Posts


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SignageWithin

There is a constant need to review the signage within major urban areas, toassess its usability from a visitors viewpoint. Navigation from area to areamust be a priority such as that between the Cultural Quarters in Belfast oraround Historic Derrys Walls and Inner City.Smaller urban areas need less attention but should not be neglectedespecially in signposting routes to the Unique Selling Point (USP).

Signage needs maintained and reviewed as new developments andchanging street patterns make it outdated or confusing.

Motorists SignageWithin the urban area motorists need signage to car parks and signagefrom car parks as pedestrians. Car touring of cities should not beencouraged maximum benefit comes from parking cars walking to theTIC and learning of opportunities on foot or with a tour guide.Coach parking needs to be given special priority and signed as such.Pedestrian SignageThis is essential for larger urban areas and can be done either simply or ina themed fashion. Belfast has already done good work and plans more,

while Derry and Armagh have planning underway for revitalised signage.

Pedestrian Signage Belfast

District Councils,RTOs, Roads Service

District Councils, RTOs,Roads Service


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Interpretation Urban interpretation is important to help develop the sense of place. Itmay be themed or in a simple style but it encourages a longer visit and theneed to explore.

It can be backed up with appropriate walking trail literature or withscheduled guided tours.

It should be legible, comprehensible and aimed not at the expert but at theaverage visitor. It is unlikely that multi lingual interpretation can be

provided on signage; therefore key languages should have a back upleaflet or recorded self guided tour tape.

City Hall Interpretation Belfast

Walking trailswithin an urban area can be signed or leaflet based (possiblyinternet available) or can be laid out in the classic Boston Freedom Trailway with coloured lines or footsteps laid into or painted onto the pavement.

District Councils,RTOs

District Councils, RTOs


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Dressing theCity or Urban

Area

Freedom Trail Line Boston

The need to establish a feel of celebration or excitement for a visitor is wellestablished as is the concept of dressing the city. This is not simply a cityconcept and towns such as Omagh have developed street dressing inrecent years with imaginative banner and flag concepts.

All urban areas which take tourism seriously implement such streetdressing activity and issues such as insurance which appear to haveinhibited in Northern Ireland must be overcome.

District Councils, DSD District Councils, DSD


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Street Art Tulip Festival Ottawa Festival - Ontario Place, Toronto

While street art may not strictly be considered visitor servicing itnevertheless gives an immense boost to the sense of place. Art providedat Laganside has become something of an icon for the city and should beemulated in other urban areas.

District Councils,ACNI,Interest Groups

District Councils, ACNI,Interest Groups


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Public RealmPlans

Laganside Fish

The initiatives taken by Derry, Armagh and Belfast Councils to developwhat are known as Public Realm Plans are to be welcomed.

The concept of undertaking a comprehensive overview of the needs ofvisitors (and residents) for the whole spectrum of public realm issues anddeveloping a plan for its theming, signage, interpretation and overallstandards should be progressed for all our major cites and towns and

developed to some extent across many urban areas.

District Councils,Roads Service, E&HS

District Councils, RoadsService, E&HS


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7. Routes & Trails

Table 6: Strategic, Motoring, Walking & Cycling Routes


Strategic Strategic touring routes have not been developed in Northern Irelandalthough the concept arguably had its origins in the Antrim Coast Roadwhich had an international reputation in the last century akin to theCorniche or so the guide books said. Only the North West Passage route cross border and running from Dublin to Donegal ahs been promoted asa touring route with strategic importance.

A proposal has emerged to create the North Atlantic Trail an extended

Antrim Coast Road running from Carrickfergus to Magilligan to the LoughFoyle Ferry. The proposal involves developing the route and enhancing itwith lay-bys, countryside access points, car parking and theming. It is to bebacked up with marketing and promotion and aims to fulfil a role inspreading the benefits of the Giants Causeway and increasing length ofstay.

NITB, District Councils,Roads Service

NITB, District Councils,Roads Service


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Car Touring

The proposal is fully endorsed and it is stressed that it can only succeed inits aims if signposted fully and developed and marketed in the way

described.

Signposting from the M2 Motorway will be essential for success. Proposedmotorway signage is illustrated below based on the widely acknowledgedsuccessful French model.

Another strategic route using the County Down coastline could also bedeveloped in the same way.

Strategic routes must remain that and therefore the temptation to createmore should be resisted if the currency is not to be devalued.

Local RoutesLocal car touring routes in Northern Ireland have been developed sparselyand those few remaining do not demonstrate significant usage. Theyrequire extensive signage that must be properly maintained.

There is better value in using map based routes navigated by brochuremaps or available on the Internet. This helps reduce sign clutter and costand means that routes can be updated as attractions or road conditionschange. There are examples of car touring routes with little or no relevantsupporting maps or brochures which provide no visitor satisfaction or anyreason for use.

The development of local routes with brochure or web based information isrecommended.

Scenic RoutesThere is a case for developing more scenic routes, to assist in divertingtourist traffic into more isolated areas with scenic appeal therebyincreasing length of stay and spend.Such routes must be carefully planned in detail and working with the RoadsService so that traffic hazards are not inadvertently created. Planning andimplementing a route alone is not enough it must be backed up with

District Councils,RTOs, Roads Service

District Councils, RTOs,Roads Service


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WalkingRoutes

branding and marketing so that potential users are aware of it and not justhappen upon a sign. The marketing must be integrated with the local andRTO campaigns and be consistent.

GPS / MP3 SystemsNorthern Ireland is only now receiving full coverage in map based GPSsystems for cars, even though the OSNI database is of exceptionally highquality and suitable. Availability of coverage was appearing in Winter 2003and an opportunity exists to develop a trial GPS based touring route.Funding is often an issue as development costs are high and revenues inNorthern Ireland may be considered potentially low (hence the delay inGPS mapping for cars).

It is recommended that NITB seek RTO partners possibly on a crossborder basis to unlock funding to develop a system with a commercialpartner.

Northern Ireland has an excellent system of Walking Routes eithercompleted or nearing completion the Waymarked Ways. The CountrysideAccess & Activities Network (CAAN) has developed these routes inpartnership with local authorities.

These routes are developed to international best practise standards andmirror similar routes in ROI. They provide a challenging mixture of off andon road walking, have clear agreed signage and are surveyed andmaintained annually. Systems for counting users accurately are in place.

Each route has a high quality brochure and options for length and approachare offered. The network of routes is also promoted and the success of theplanned and strategic approach to the creation of routes is clear.

It is recommended that any Walking Routes being developed should be inassociation with CAAN and that standards of development, marketing andmaintenance must match those of Waymarked Ways.

Walking routes planned within urban areas should receive the same levelof detailed planning as well as constant marketing and maintenance if they

NITB, OSNI

CAAN, DistrictCouncils, SCNI, NITB

NITB, OSNI

CAAN, District Councils,SCNI, NITB


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are to be sustainable and have some effect for tourism.

Signposting of walking routes should be in the format agreed with Roads

Service and as illustrated in Chapter 3. Full details are in the SignpostingStrategy including allowed directions etc.


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CyclingRoutes

Walking Route Signage

Sustrans, DistrictCouncils, CAAN

Sustrans, DistrictCouncils, CAAN


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The development of strategic cycle routes is the responsibility of Sustrans

and Northern Ireland routes form part of the UK Network with routedesignators here beginning with a 9.

The National Cycle Network here is well developed and has cross borderlinkages. Four strategic routes cover the province so far with new routesunder way (lighter colour on map).

It is recommended that cycle routes be developed only within the SustransNetwork otherwise they will not achieve strategic success. Liaison withCAAN should be regular and part of the process.Signage for cycling routes is agreed on a UK wide basis and is shownbeneath.


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Cycle Route Signage The Loughshore Trail

Local cycle routes can be developed by local authorities and act as a usefulhook to keep the cycling tourist in the area. They should not be developedwithout linkage to the Sustrans Network otherwise the benefits of networkassociation will be lost and usage substantially less.Sustrans linkage should be accompanied by marketing of the local route,linked to the Sustrans concept.

All cycle routes should have systems put in place to monitor usage androutes must be surveyed on a regular basis to ensure that signage remainsintact and legible.


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8. Areas of Environmental Sensitivity

Table 7: General Overview, Listings and Approach


General

EuropeanDesignations

General Background

Northern Ireland has a great range of natural landscapes within itscomparatively small area. These have recently been summarised by theDepartment of the Environment, Environment and Heritage Service in the

publication: Shared Horizons: Statement of Policy on ProtectedLandscapes in Northern Ireland.

Many of the areas comprise popular tourism honeypots but because of thecomparatively small number of tourists to Northern Ireland some areas,though remaining unspoilt, have no formal environmental protection.

The landscape and natural interest is categorised according to European,National and Local designations. They exist in order to give extraprotection over and above the planning system.

Special Areas of Conservation

The European directive on the Conservation of Natural Habitats and of WildFauna and Flora (The Habitats Directive) requires Member States todesignate Special Areas of Conservation (SACs) to protect some of themost seriously threatened Habitats and Species across Europe.

There are 51 areas in Northern Ireland and they include, large areas of

land and water going from Strangford Lough to the North Antrim Coast andto Cuilcagh Mountain in the west.

Special Protection Areas

These are designated under the European Commission Directive on theConservation of Wild Birds (The Birds Directive).

E&HS, DistrictCouncils, InterestGroups &Organisations

E&HS, District Councils,Interest Groups &Organisations


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NationalDesignations

These are internationally important areas for breeding, over-wintering andmigrating birds and include Lough Neagh and Belfast Lough.

RAMSAR Sites

RAMSAR Sites - named after Ramsar in Iran where the Convention onWetland of International Importance took place - give designation to areasconcerned with wetland and waterfowl conservation - that is areas ofmarsh, fen, peatland or water. In Northern Ireland these sites include,Belfast Lough, Cuilcagh Mountain, Lough Neagh and Strangford Lough.

It will be seen from the above that some have more than one designationfor example Belfast Lough is a SPA and a RAMSAR site.

National Nature Reserves and Areas of Special Scientific Interest

These are declared under the Nature Conservation and Amenity Lands(N.I.) Order 1985. They comprise Nature Reserves and Areas of SpecialScientific Interest. There are 47 Nature Reserves and 187 ASSIs.

Nature reserves include the World Heritage Site at the Giants Causewayas well as the Marble Arch Caves and Glenariff Glen. These are tourismhoneypots, but there are other reserves where tourists are fewer which do

not provide facilities.

ASSIs are spread throughout Northern Ireland and include many of thewell known tourist attractions or parts of them. They are declared for avariety of reasons for Nature conservation rarity and geology and it isunderstood that there are potentially many more in the pipeline.

Monitoring of so many ASSIs is obviously a huge challenge from both amanagement perspective technically and from a visitor perspectivewhether local or tourist.

There may be little or no indication at a site that it is of importance.

Areas of Outstanding Natural Beauty (AONBs)

This designation is designed to protect and enhance the quality of each of


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OtherDesignatedAreas

Visitor Impact

the nine AONBs in Northern Ireland and to promote their enjoyment by thepublic.

They comprise a variety of scenery both coastal and mountain and stand in

for the designation of National Park but without the financial and marketingbenefits that National Park Status brings with it.

Country Parks and Countryside CentresThe Country Parks and Countryside Centres have been created to provideinformation and access to the public.

They receive many thousands of visitors and generally have the potential totake more visitors. Some such as Crawfordsburn Country Park providecatering facilities and they all have trails showing sites of interest within the

park to the visitor.

Visitors will impact on most of these sites to a greater or lesser extent. Theexceptions are certain ASSIs and some of the European designations,which are either inaccessible such as on the Garron Plateau or extremelysensitive to public access for their rare nature conservation value. Theopposite are sites where the visitor is positively encouraged, like thecountryside centres.

There are varying forms of human pressures on sensitive areas, anddiffering degrees of severity. There has not been much research into theimpact of the visitor on these areas, with the exception of the work done onthe Mournes and parts of the North Coast. The development of projects bythe CAAN is starting to supplement the work from university departmentsand work commissioned by E&HS and the National Trust.

Most people enjoy visiting the countryside. In the process of enjoymentthey can, largely unintentionally damage or disturb plants and animals, or

do more obvious harm such as start a forest fire cause a landslide or createlocal tensions by upsetting landowners. Occasionally sites have to beclosed for health and safety reasons, due to acts of visitor stupidity, orobtrusive fences and signs erected. At worst there can be court cases,resulting in bad publicity and legal expenses.

It is therefore worth making an effort to inform people, not just visitors but

Visitors Environmental,Agencies, TouristAuthorities, Landowners


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Access &Sensitivity

Approach

also local users of the environment, how they can obtain good advice andput it into practice.

There are sites where public access and environmental sensitivity can co-exist. This involves careful planning of access facilities like car parks andpublic toilets, so that they do not directly or indirectly impact on sensitiveareas of the site. It is achievable where there are large enough areas tospread the visitor numbers and where the visitor can be guided, sometimeswithout them knowing it. Careful use of local materials, clear directions,interesting information and positive use of walkways can contribute to a

visitors enjoyment of the site.

The remainder of the site can then be interpreted to the visitor in a non-threatening way, so that its items of importance can be retained.

Examples of the above include the Giants Causeway and MurloughNational Nature Reserve.

Conversely, there are areas of environmental sensitivity which do not getthe visitors and have little or no facilities for their reception should theycome. Their managers will have or will be drawing up management andaccess strategies to provide for the visitor, not have to rely on ad-hocexchanges of a networking nature or examples from books.

The experience of National Parks in other areas of the UK and Ireland hasproven that a unified agency doing conservation and tourism does work.The Mournes could become the first such Park in Northern Ireland andcould therefore attract extra resources in order to develop further theschemes pioneered by the Mournes Heritage Trust. It could be of greathelp to the other potential National Parks in Northern Ireland to speedilytransfer the experiences gained in the Mournes and elsewhere to theseareas, in order to speed up these beneficial effects.Management Plans and business plans should be drawn up in tandem sothat the real effects of the visitor are monitored through the commissioningof impact surveys, and thus work out the true benefit and cost of present

Landowners,EnvironmentalAgencies

Government, E&HS,NITB

Landowners, Agencies,Tourism Authorities

Government, E&HS,NITB


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d t ti l i it P i th b d f i l i l


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Exemplars

and potential visitors. Proper resourcing can then be argued for in a logicalway.

A single Northern Ireland wide style and approved range of interpretivemeasures is not recommended. Much good work has already been doneand will be implemented below through exemplars.To suggest abandoning this for a new country wide style would lose muchof the value of the work to date and lessen the impact of regionaldifferences.

The approach recommended is to follow the example of the exemplars andutilise their experience for the common good.

The two exemplars illustrated are Cuilcagh Country Park in Fermanaghand the Mournes Heritage Trust.

From these the following principles are established:

1.The sites have to be seen as a living and dynamic system; forexample Fermanagh District Council has acquired the water catchment

area of the Marble Arch Caves thus giving it control of the gatheringgrounds which affects a major cave system which is a tourist attractionin its own right.

2. The corollary to the above is achieving goals through the use ofunified management systems and partnerships. Everyone gains if thereis full co-operation between the parties and the result on the ground is abetter environment and happier and better informed visitors.

3. Proper resourcing is needed on an ongoing basis as well as a capitalone in order to ensure that older schemes are maintained in a timelymanner.

4. Innovation should be encouraged, particularly when it has beneficial

Cuilcagh Country Park,Mournes HeritageTrust

Other Agencies & Areas


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side effects like extra access for example


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CuilcaghCountry Park

side effects like extra access for example.

5. Visitor direction and guidance can be given in a manner that is helpfulwithout sounding officious or off-putting.

Cuilcagh Mountain Park is an area of land managed by Fermanagh DistrictCouncil with aims of actively restoring damaged peatland, conserving asignificant area of pristine blanket bog and increasing awareness andappreciation of bogland habitats and wildlife.

There is probably no more threatened and fragile habitat in Ireland thanbogland. Seen for too long as wasteland a place to dump rubbish or todrain to use for agriculture, or plant alien trees, it is now high onconservation priorities, and recognised as such within European habitatprotection legislation.

Even its most significant use, providing fuel for households and industry,with an aesthetic bonus, the fragrant peat smoke smell so evocative ofIreland, has led to considerable damage.

The park consists of 74 hectares (ha) of mixed peatland, heath andlimestone grasslands on the lower slopes, 39 ha of degraded cut-over bog,that has been subjected to mechanised peat extraction, and 220 ha ofactive blanket bog (active in that it is still forming), and summit heath onCuilcagh Mountain (max, ht, 665 metres (2188 ft.).

A further 680 ha of active blanket bog in Aghatirourke Forest NatureReserve is to be added to the areas managed, increasing the area ofCuilcagh Mountain Park to over 10 square kilometres.

The park is managed with assistance from the European CommissionsLIFE peatlands project, the UK Heritage Lottery Fund, Department ofAgriculture and Rural Development (NI) and Environment and HeritageService (Doe, NI). The Royal Society for the Protection of Birds and theUniversity of Huddersfield have also carried out valuable work on the


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mountain


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mountain.

An additional recognition is the status of European Geopark, which wasgiven to the park and the nearby Marble Arch Caves in 2001. This is one of

only 15 European Geoparks so far recognised across Europe in Italy,France, Austria, Germany, Spain, Greece and Ireland. The EuropeanGeopark Network was set up in 2000 with EC and UNESCO (UnitedNations environmental Scientific and Cultural Organisation) support. Theseareas are internationally important for geology, landscape, scientific quality,educational interest and sustainable development.

Information about the park can be found in the Marble Arch Caves VisitorCentre (see photos). This mountain park can be visited using the

Legnabrocky trail, with access via an informal car park on the MarlbankRoad, about 100 metres west of the lane leading to Marble Arch Caves. Inthe car park (no CCTV protection here), there is a useful outdoor panelexplaining the scenery, habitats and conservation work. A stile by a largewooden gate leads on to the trail, which is an access route to the summit ofCuilcagh Mountain, for those energetic and fit enough to make the trip.There are interesting signs attached to this gate (Fig 9.18), mostly aboutwhy dogs are not welcome, although there are directions for dog lovers to anearby facility where the pets can be exercised.

The track winds gradually upwards, leaving the limestone grasslands andclumps of hawthorn and hazel, and entering boglands. In a nearby stream,jumbled sandstone rocks are a reminder that the geology of this area isvaried.

There is considerable evidence along the first couple of kilometres thatresearch and restoration is active. Raised wooden trackways (Fig 9.20/21)lead to various scientific instruments, and give the interested walker achance to get out on the bog, close to plants, dragonflies and biting

midges, without damaging the fragile peatlands by trampling. Drains havebeen blocked, bog and heath vegetation is being restored and there aresigns, explicitly worded, advising of the risks of leaving the tracks (Fig9.22).

Cuilcagh Mountain Park is a good example of a brave attempt to manage,and restore, a particularly fragile environment. The work brave is used


50


because the discontinuation of peat cutting the blocking of drains and the


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MournesHeritageTrust

because the discontinuation of peat cutting, the blocking of drains and theencouragement of visitors in a rural area with a long history of localresource exploitation are not easy things to achieve.

Photographs of the key points made are in the photographic appendix tothis Chapter.

The Mournes Heritage Trust (MHT) is now six years old and was set up tofacilitate management largely within the Mournes Area of Outstanding

Natural beauty (AONB) which includes coast, countryside and the HighMourne Mountains. Core funding is provided by the Environment andHeritage Service and the Northern Ireland Tourist Board. Project fundingcomes from the Heritage Lottery Fund and other sources. There is a smallcore of permanent staff and many volunteers.

The Trust works in partnership with many organisations and individuals,such as the Forest Service, Water Service and the National Trust, as wellas the farmers. It helps the Water Service, owner of the High Mourne, meetits biodiversity responsibilities under European legislation, keeping a watch

for damage to designated areas such as coastal Areas of Special ScientificInterest (ASSIs); facilitating access to freshwater bodies; creating schemesto encourage access to coast, hill and mountain and providing outdoorinterpretative panels and other signs with a corporate style. All these are agood example of partnerships working.

One excellent example of working with landowners to everyones benefit isthe farm parking schemewhich is illustrated in the photographic section of

the chapter. Visitors to the hills and mountains mostly arrive by car, can beaway for many hours, and can come back to find their car broken into androbbed.

The farm parking scheme helps farmers develop formerly cluttered andperhaps not fully used farmyards as secure car parks, monitored by CCTV.


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A pay and display facility is provided, the income from the modest charges


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Lessons

A pay and display facility is provided, the income from the modest chargesbeing fed back to the farmer. Added services are provided such as toilets,tearooms, farm shops etc. and further access can be provided by thefarmer over his or her land to nearby hill tracks. Such schemes take time tocatch on as is seen in the photographic comparison.

Another example of good practice is a newly created small (unprotected)car park at a viewpointsite north of Castlewellan (also seen in photograph)with picnic tables and a litterbin. There is a fenced viewpoint across theminor road, with an outdoor interpretative panel explaining the Slieve Crooblandscape and wildlife.

The Trusts volunteer ranger and guide services bring visitors into direct

contact with enthusiastic and knowledgeable people, many being residentsof the local area. This work is aided by the excellent educational literature(see picture), which is a step towards creating an education service.

Photographs relating to this section are in the photographic Appendix tothis Chapter.

The lessons learnt from the exemplars may be summarised as follows:

Visitor management at environmentally sensitive areas requires athorough management and interpretation plan;

It must be properly resourced and maintenance must be ongoing;

Signposting can be an integral part of the management processand if properly used can manage visitor flows;

Signposting on public roads must be in accordance with the RoadsService Signposting Policy set out in Chapter 3. For examplehistoric sites if signposted with brown signs must have car parkingand interpretation;

Interpretation must be thorough, well planned and of a high visualand environmental standard, with anti vandalism construction


52


borne in mind. It must be accessible and aimed not just at the


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Beaches

jspecialist;

Interpretive signage must be enhanced with good quality

leaflets/maps and web based information; Visitor management in environmentally sensitive areas cannot be

taken lightly and is a continuous task requiring a thoroughlyprofessional approach.

In our consultations the issue of beaches has arisen in the context of theneed for generic signage to indicate a tourism beach including itsdesignation such as Blue Flag. This is a useful approach to take so that theopportunities and hazards on beaches used by visitors are easilyrecognised. Such signage cannot cover every aspect of beachmanagement especially bye laws but a generic brown Sign would beadvantageous at all beaches.

A sign format is illustrated below.


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Appendix to Chapter 8 PhotographsMournes Heritage Trust

8.1 Unprotected car park Hares Gap 8.2 Entrance & Warning Notice 8.3 Code of Practice

8.4 Three cars v Eleven at Free Park 8.5 Instructions inc. One Hour Free 8.6 Meelmore Lodge Farm Parking Scheme


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8.7 Meelmore Signage 8.8 MHT Viewpoint Car Park 8.9 Newly made traditional gate

8.10 Viewpoint across road from car park 8.11 Interpretive Panel 8.12 Details of Panel


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Cuilcagh Mountain Park, Co. Fermanagh

8.13 Marble Arch Caves Visitor Centre 8.14 Entrance Identification 8.15 Interpretive Panels

8.16 Good range of literature 8.17 FDC Panel Complex! 8.18 Much advice!


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8.21 Track made from pallets! 8.22 Effective but crude!

9. Literature

Table 8: Literature Provision


General There is a plethora of tourism literature available covering Northern Ireland.Much of it is high quality while some is average and some is poor. As partof the Visitor Servicing Strategy review work, some 290 pieces of literaturewere reviewed. This is the age of the Internet and electronic delivery of

information and at a time when Tourism Ireland is setting strict rules on theamount of literature that can be placed in external offices.

There is a need to reduce the quantity of literature in the market place andto improve quality, while ensuring that web based information is as of equalif not higher priority for the provision of much information.


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A high percentage of tourism literature is wasted with a very short life-


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Categories

Guidance

Marketing

A high percentage of tourism literature is wasted with a very short lifespan and much is never used. Records of distribution and usage aregenerally unreliable if held at all.

There should principally be two types of tourism literature: Marketing andInformational.The first is marketing driven aimed at engaging a prospective visitor whilethe latter is information driven aimed at increasing the enjoyment of a visitor through extending the length of stay of a visitor already present.A third category is the hybridwhere the purpose is unclear or purports tobe for both reasons.

Another category is driven by the generic town guide concept where localadvertising funds at times a poor quality production.Lastly there is the real commercial sales piece often a colourful flyeraimed at engaging the visitor with an attraction or property. NorthernIreland has been relatively poorly served by the latter but has seen adramatic growth in area, sub area and local literature often grant aided andtime limited.

Marketing

Overseas marketing is the responsibility of Tourism Ireland and thequestion of literature and its distribution is a currently thorny one particularly the cost of shipping literature overseas and the final cost ofmailing etc.The costs of shipping brochures to the markets are, for 2004 to be met bythe brochure owner.

The messages coming forward are twofold:

Increasing literature distribution costs are a burden that cannot beborne by marketing organisations alone and should be consideredby those designing and producing literature;

The role of the internet and electronic distribution is about to comeof age and have a significant effect on the justification for printedliterature.

Tourism Ireland, NITB Tourism Ireland, NITB ,Partners


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Tourism Literature Categories should be understood by all producing


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Tourism Literature Categories should be understood by all producingtourism literature. They are:

CORE In addition to Tourism Irelands own brochures, all islandmaps and events listings each of the Main regional brochures andthe Northern Ireland regional Guide were identified as COREpieces. In the accommodation sector the publication (orcombination of a Northern and ROI publication) representing themajority of eligible properties in that sector were designated asCORE. It is hoped that this list can be reduced in number throughprogress towards more all Island pieces of literature, particularly inthe accommodation sector.

NICHE - Due to the diversity of individual markets there arecertain publications, which are market specific. They tend to beused either for specific projects or time periods and/or to serviceparticular requests. Brochures, which cater for a niche within asector; are sub-regional or represent cross tabulations such as anactivity in a single region or a property category in a region weredesignated NICHE.

SUPPLEMENTARY- They are brochures which are existingcategory 3 brochures and are used where market offices may

require additional items of literature to service walk in enquiriesand in response to PR features, trade enquiries, etc.

Recognising the need for market flexibility each market has the flexibility tocreate an active literature list specifically designed for each market byadding up to 15 niche brochures to the Core ListLastly Tourism Ireland has the ability to monitor usage of brochures and ifdemand falls the appropriate action will be discussed with the brochureowner.In short the days of producing literature as an end in itself are gone and

that all brochures will have to earn their keep in the markets.

In addition to the above rules there are more associated with the call centreresponsible for literature distribution to consumers in world markets.

For each market office there is therefore a maximum of 15 niche brochures


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held in addition to the core suite of 35. Tour operators own brochuresappropriate to the market are held in addition and will have been sourced in


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pp pthe marketplace.

These are all Ireland totals and there is therefore very limited scope for anew brochure to ever reach the market if it is outwith the key brands andcovers a limited geographic area or product.

ALL PLANNING LITERATURE PRODUCTION SHOULD BE AWARE OFTHE STRICT RULES THAT GOVERN GETTING INTO THE MARKETPLACE. SIMPLY PRODUCING IT DOES MEAN IT WILL REACHPOTENTIAL CUSTOMERS IF THERE IS NOT A CLEAR DEMAND.

ExhibitionsThe principles relating to exhibitions or travel shows are as follows:

Literature should be All Ireland where ever possible

Literature should be consumer focused

Type and style of exhibition must be taken intoconsideration

Usage of industry literature should be fair

Need for a global approach with local flexibility

Overall the policy states that in relation to destination and consumer shows,only Tourism Ireland literature plus core literature are displayed. A chargeis to be considered for this facility. Niche brochures will be made availablebut not on display. A brochure racking system is under considerationthrough which relevant brochure producers may buy distribution.


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Charges for distribution are becoming the norm for such exhibitions.


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Guidance TICs

Guidance LiteratureProduction

Principles ofLiteratureProduction

Fees for literature distribution are the norm and they change annually Tourism Ireland and NITB can provide an up to date list of charges.

The 1994 NITB Design Guide to TICs gives some guidance on literatureracking. These guidelines stated that in relation to literature space shouldbe available to accommodate all appropriate brochures and leaflets.Guidance on the display of brochures and leaflets indicates that displaysshould be well managed with leaflets displayed where possible in anupright position in proprietary or custom designed display units. Leafletscan be displayed on floor fixtures which should be of a tiered nature andhave the means to stop them flopping forward. Lastly one area of the TIC

is recommended as being dedicated to house free information and shouldbe well signed and identified.

NITB produces a useful guide to any organisation or company planning toproduce tourist literature Do I really need more paper? 12 golden rules forthe production of tourist literature. This is an easily understood andattractive leaflet which hopefully is widely available. It is a helpful walkthrough approach.

NITB Intends to update this useful piece to cover websites and advertising.

The production of all literature should be kept under continuous review,related to NITBs e-tourism strategy. New pieces should only be createdwhere there is a clear need that cannot be met using downloadablematerial.

Major pieces of literature should be reviewed on an annual basis for quality

control and market satisfaction issues.

All literature if essential should be considered from the aspect ofdistribution costs and the presumption made to keep these to a minimumand within practical postage limits.

NITB, Network

NITB

All TourismOrganisations

NITB, Network

NITB

All TourismOrganisations


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The Tourism Ireland distribution and charging policy should be widelyunderstood (see above).


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Hierarchy of

Literature

Literature providers should clearly establish the purpose of their item for

marketing / sales or as an information piece. The content and focus differgreatly and the two should not be mixed if at all possible.

Design of literature should in all cases comply with guidelines fordistribution from Tourism Ireland and for racking in TICs and TIOs. Unusualsizes and orientation should be avoided.

There is a natural hierarchy of literature provision for Northern Ireland. It is:

National NITB

Regional RTO

District Council

Local town / village / partnership

Provider

RTOs - main guide and a maximum of one piece of quality literature bymember council area. (For BVCB, DVCB and FLT this is not an issue).

Council Area one good district guide up to date, market oriented andlinked to the RTO brand design and image.

Town / Local the provision of literature at this level cannot be marketoriented but is aimed at provision of information. It should be kept to aminimum and be product linked where possible, incorporating walking mapand trails.

Provider literature aimed at TIC and accommodation stocking should be

NITB & TourismIndustry

NITB & Tourism Industry


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of the flyer type low cost and produced in large numbers but of gooddesign. It must be up to date and linked with web site information.P id id l bl lit t il bl it t i it


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Control ofLiterature

Providers may consider saleable literature available on site to visitors.

No formal control mechanism is established for the production of tourismliterature and indeed this would be difficult to make work effectively. Wherefinancial assistance is sought from whatever source of public money thefollowing should be applied:

NITB should agree with RTOs, Councils and funding bodies such asNRRTIs that the presumption isagainstliterature production that is:

area based and not product based; not linked to an up to date website; has no clear distribution process; not clearly marketing oriented rather than informational.

Informational Literature should generally be charged for as with theWaymarked ways guides. Such literature tends to be expensive and shouldnot be available as marketing literature.

Poor quality, misleading and objectionable material should not be stockedin TICs or other tourism outlets.

While value judgments of this nature are difficult to make the followingguidelines may be helpful:

Any leaflet or brochure promoting accommodation should indicateclearly that it has NITB approval. If necessary this can be checked

with NITB. Any leaflet or brochure promoting activities such as tours, activities

or adventures should indicate that the promoter is licensed ifappropriate and carries relevant up to date insurance.

Any leaflet or brochure that promotes tourism linked to political orhistorical issues should be checked to ensure that it does not

NITB, RTOs, Funders NITB, RTOs, Funders


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contravene the Equality Agenda. Low cost, photocopied leaflets should be given particular scrutiny

for inaccurate or misleading claims


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for inaccurate or misleading claims.

10. Monitoring

Table 9: Monitoring of Visitors and Satisfaction


Major Surveys NITBs Visitor Satisfaction Survey last carried out in 2003;

RTOs Survey- which is carried out annually for the four RTOs excludingBVCB. Questions on a variety of issues are asked including TICs, signageetc;

NITB, RTOs, FailteIreland

NITB, RTOs, FailteIreland


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Failte Irelands Visitor Attitude Survey - This is carried out annually anddates back to the early 80s. Extensive trend and attitude research iscarried out through it and it is used as a key policy analysis tool


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AlternativeApproaches

carried out through it and it is used as a key policy analysis tool.

The methodology of the surveys varies with the first two being based onsampling at tourist gathering points while the last is was carried throughpostal survey with addresses gained through interview of those selected inthe Survey of Travellers. In this methodology the questionnaire is in therespondents mother tongue and is completed at home at leisure. (TheFailte Ireland survey in 2002 had nearly 5,000 usable responses).

At the business / TIC or local level there are a variety of approachesavailable which can be delivered at modest cost and with least disruption.

These vary between exit surveys and self completion surveys.

The former will be used where there is an ambition to get a balancedpicture of satisfaction with knowledge of the good as well as the bad and afeel for the detailed feedback on people that a personalised survey maygive.

Self completion surveys tend to be used as a minimum expense way ofgetting feedback and an impersonal way. These tend to be used by

complainants only and can give a false picture of general satisfaction.Adding a competition to the survey completion task can improve responsebut also create some extra replies included to help win the prize.

Technology based approaches can be built into a website as a structuredsurvey asking for post visit responses. This can be hit or miss and may beineffective. Serious complainants will use the response method builtnormally into the website. On site technology using screens or computers isreally only suitable for somewhere such as a science centre with the

equipment and expertise readily available.

An alternative is to gather e-mail addresses in a visitors book or similar andthen use a sample for an electronic surv

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Visitor Svc Manual

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