2. Introduction 2.1
Background
2.2
Strategy Outputs
2.3
Methodology
In January 2017, EMG Solutions and Type AB consultants were appointed by the Council to develop a Tourism Strategy and Action Plan 2017-2022 for the new Antrim and Newtownabbey Borough Council area. The Strategy was to include a comprehensive analysis of visitor servicing provision and activities throughout the Borough, identifying potential opportunities for investment and growth.
The Strategy aims to ensure that all opportunities are identified to develop and enhance the tourism offering, and to drive an increase in visitor numbers and spend. This Strategy has the following outputs: • A detailed analysis of the tourism industry potential in terms of physical growth, clusters and corridors, and business and skills development; • A prioritised and costed five-year Action Plan indicating how Antrim and Newtownabbey Borough Council can meet, develop, support and grow the local tourism sector in a practical and innovative way, that is customer led, demand-driven and focused on promoting new opportunities for investment; • A marketing action plan for the tourism sector in the Borough, identifying the key market segments, marketing activity and appropriate media channels, including digital platforms; • Recommendations on delivery, including potential collaboration with other relevant partners and tourism partnerships; • Tourism key performance indicators for monitoring and evaluation, in terms of increasing visitor trips, visitor spend and bed nights etc.; • External funding opportunities to support tourism development in Antrim and Newtownabbey.
The Strategy has been developed through careful consideration incorporating the following activities: • • •
•
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Establishing the context for the development of tourism, including consideration of key stakeholder policy objectives and strategies at a local, regional, and national level. Some 23 strategies have been reviewed. An up-to-date profile of the tourism and visitor servicing sector in the Borough Council, including baselines and key performance indicators for visitor numbers, revenue/spend, bed nights and employment. A tourism product audit for Antrim and Newtownabbey Borough Council which identified the current tourism product portfolio and the current tourism product/service mix. The research has outlined important sectors, for example culture, natural and built heritage, parks and gardens, outdoor and recreational activities, and support services. The audit identified where clusters of related tourism service sectors exist and what sets Antrim and Newtownabbey apart from other Local Government Districts (LGDs). Consultation with all relevant stakeholders, including Antrim and Newtownabbey Borough Council Elected Members and Officers, Tourism Northern Ireland, the Antrim and Newtownabbey Tourism Team and Tourism Forum, Partnership representatives: Visit Belfast, Lough Neagh, Belfast Hills, Departmental Officials from the Department of Agriculture, Environment and Rural Affairs (DAERA) and the Department for Communities (DfC), local hotels, local potential visitors etc. A detailed assessment of the need and demand considering: o The tourism infrastructure and resource in Antrim and Newtownabbey;
Antrim and Newtownabbey Borough Council: Tourism Strategy 2017-2022
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