Westmeath

Strategy

Issues Paper 2016

Tourism

The purpose of the Tourism Strategy Issues Paper is to initiate discussion towards creating an overall Strategy for the future development of tourism in County Westmeath. The issues raised through this consultation shall serve to frame an action plan to develop and promote sustainable tourism in the local economy over a 5 year period. The Tourism Strategy shall set out a number of specific measures to ensure that the tourism product in Westmeath is successfully developed to its full potential and positively contributes to the economic and social wellbeing of the county and the wider region.

The publication of this Issues Paper is the first stage in the preparation of a Tourism Strategy and provides an opportunity for public and stakeholder consultation and engagement.

The stages involved in the preparation of the Tourism Strategy are largely as follows:

• Pre-Draft Consultation – Issues Paper• Draft Strategy• Amendments to Draft • Adoption of Tourism Strategy• Implementation of objectives/actions

Public and stakeholder input can inform the initial stages of preparation in advance of the preparation of the draft Strategy. This Issues Paper has been prepared in order to stimulate debate on key tourism issues within County Westmeath. The issues raised are not exhaustive and you are invited to raise other matters you consider relevant.

Following consideration of submissions received, a draft strategy shall be prepared listing a set of priorities to develop and promote the tourism sector in Westmeath.

The strategy will set out a range of deliverable objectives and actions to develop tourism with the key objective to deliver a competitive and sustainable tourism industry.

Introduction

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Tourism Strategy Issues Paper

Submissions can be made not later than 18th March 2016

By email to:- Lorraine.middleton@westmeathcoco.ie

Or in hard copy to:-

Lorraine Middleton, Executive Planner, Local Enterprise Office, Tourism & Economic Development, Westmeath County Council, Áras an Chontae, Mullingar, Co.Westmeath.

The purpose of this consultation process is to invite interested parties to submit written views / observations / suggestions to assist in the preparation of the Westmeath Tourism Strategy over the period 2016 – 2020.

It is envisaged that this public consultation process, along with the relevant stakeholder engagement, will contribute significantly to the delivery of a Strategy which will provide the necessary direction to support a competitive and sustainable tourism industry and give clear direction for future development of the tourism sector in Westmeath.

Westmeath is currently marketed on the international stage as part of the ’Ireland’s Ancient East’ brand proposition recently developed by Fáilte Ireland. In terms of attracting international visitors, it is recognised that the success of the county is dependent on the success of the region as a whole.

Westmeath has the added advantage of not only being located in the Ireland’s Ancient East region, but centrally located within the ‘Lakelands and Inland Waterways’ region that occupies much of central Ireland; a destination proposition that is currently under review by Fáilte Ireland.

The two priority target segments for Ireland’s Ancient East across the four main source markets (GB, North America, German, France) are: ‘Culturally Curious’ and ‘Great Escaper’.

The Consultation Process

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Image: Belvedere House & Gardens

Culturally Curious: Older, 45+, often travel as a couple or alone. They are ‘active sightseers’ looking to visit new places and expand their experience by exploring landscapes, history and culture. They want to talk to the locals and get under the skin of a place and like to get off the beaten track.

Motivation:Authenticity, discovery, history. They want real insights, genuine encounters and out-of-the-ordinary experiences - sights, sounds, smells and tastes.

Great Escapers: It’s all about being together, reconnecting and spending quality time with partner / family. Don’t really want to interact with the locals. Want to be surrounded by natural beauty and feel removed from everyday life.

Motivation:Wishing to balance life and focus on what’s important. They do so through connection with nature and history, returning home revived.

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Image: The Old Rail Trail

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It is considered that Westmeath should present a bespoke visitor experience that will appeal not only to international tourists visiting the ‘Ireland’s Ancient East’ region but also to domestic visitors. A vibrant domestic market gives rise to the establishment of a strong tourism product platform in terms of provision of services such as hotels, restaurants, activities etc. and remains a significant revenue generator beyond the typical ‘peak season’.

The objective of the Tourism Strategy is to substantially enhance the visitor experience of Westmeath as a destination in its own right and not merely as a transition destination between tourism ‘hotspots’. As such, the challenge is not only to attract visitors, but to increase/extend length of stay within the county and consequently expenditure and contribution to the local economy.

At this stage in the process of delivering a Tourism Strategy, the following four key attractions/destinations have been identified as the possible focus of the County over the next five years. However, these are not finalised and you are invited to comment on these or any other attractions that you consider to be important.

Tourism Development

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Greenways & Blueways(including River Shannon, inland waterways, cycle and walking trails etc)

Athlone & environs (Including Athlone Castle, Luan Gallery, Lakelands & inland waterways etc).

Mullingar & environs(Including Belvedere House, Kilbeggan distillery, Kilbeggan Racecourse, Lakelands etc).

Historic North Westmeath – Myths & Legends(Including Fore & Children of Lir experience, Derravaragh, Tullynally Castle, Hill of Uisneach, Lakelands, nature conservation etc).

Following consultation with stakeholder individuals / groups and relevant agencies, it is the aim of the strategy to project a positive image of Westmeath based on agreed competitive strengths, including the high environmental quality, landscape, heritage and the cultural attractions of the County.

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Image: Luan Gallery

1. Which of the following attractions/destinations should Westmeath prioritise and why?

• Greenways & Blueways; • Athlone & environs; • Mullingar & environs;• Historic North Westmeath – Myths & Legends;• Other – Please specify.

2. In the context of the target segments and their motivations;

a. What key advantage has Westmeath to offer to help distinguish it from other areas under the Ireland’s Ancient East brand? What sets Westmeath apart from neighbouring counties?

b. How do you think the tourism experience of Westmeath could be enhanced?

c. Do you consider that there is an adequate number of tourism services/ facilities in the county and are they of a sufficiently high standard? If not, what needs to be done?

3. Do you feel Westmeath could benefit from more event destination tourism such as Food Festivals, Sporting Events, Music Festivals, Craft Markets etc? If yes, please elaborate on which type of events you believe will work best.

4. What actions can serve to shift Westmeath from being a ‘transit zone’ to a destination in its own right and increase overnights and expenditure in the County?

5. What measures/actions could be introduced to extend the tourist season to the shoulder months?

6. What do you consider to be the current barriers to a successful and competitive tourism sector at a County level?

In terms of Tourism development and promotion:-

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Have Your SayWestmeath County Council has complied a series of questions to assist the consultation process. The list is not exhaustive and we welcome responses both in relation to the questions and to any other relevant matters.

Image: Fore

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Image: Festival of Fires – Hill of Uisneach

Submissions can be made not later than 18th March 2016

By email to:- Lorraine.middleton@westmeathcoco.ie

Or in hard copy to:-

Lorraine Middleton, Executive Planner, Local Enterprise Office, Tourism & Economic Development, Westmeath County Council, Áras an Chontae, Mullingar, Co.Westmeath.