The Local Authority role in developing Tourism Product Presentation to the Local Authority Members Association Autumn Conference on Tourism as a Local Economic Driver, Dungarvan, 23 September 2011 Ray O’Leary, Tourism Division Department of Transport, Tourism and Sport
Tourism Product – what is it? • Tourism = search for experiences of one kind or another in a different environment • Tourism Product is the physical capital and activities that deliver those experiences • Subsectors: – Accommodation and food – private providers, market is local as well as tourists – Attractions, Activities & Infrastructure – mix of private and public with/out charges
Tourism Renewal Group (2009): Giving tourists what they seek in Ireland • • • • •
Quality, range and value of accommodation Quality, range and value of food and drink Information on things to see & do, certainty/ease of planning/purchasing Quality and value of transport options Quality and service provided
• Diverse and high-quality range of activities – particularly for main market segments (overseas Sightseers and Cultureseekers, Relaxers, Young Explorers and domestic Families) • • •
Value, ease and certainty of access Quality of the environment – water, landscapes, habitats Facilities for specialised, added-value niches – e.g. business
The Tourism Development “Mosaic� Access & Infrastructure
Sense of Place
Civil Society
Local Government
Public Art
Public Realm
Product Investment
Insight & Innovation
Enterprise Supports
Food & Accommodati on
Litter
Customer Service
A Distinctive Destination
Quality & Standards
Culture
Traffic Management
Web e-business Social Media
Marketing
Business Advice
Sports GAA
Public Order
Festivals & Events
Landscapes & Streetscapes
(Business) Chamber of Commerce
Water & Air Quality
Attractions & Activities – Things to See & Do • What people come to/stay in Ireland to see/do: “people, place and culture” • Outdoor sports/activities e.g. golf, equestrian, walking, watersports, fishing, etc => infrastructure (beaches, trails, parking) • Major Events/Festivals (sport, culture, entertainment) • Educational opportunities, health/wellness activities • Activities/facilities for children/families e.g. weatherindependent activities - playgrounds, swimming pools • Indoor attractions: leisure, culture and heritage • Headline: Tourists want what residents want!!!
Tourism Product Development – Fáilte Ireland’s Investment Programme • Capital Investment Programme funded by Department of Tourism • Successor to series of EU-funded programmes • Administered by Fáilte Ireland, with external Advisory Group • Rigorous Process, to ensure compliance with State Aids, VFM, viability, policy fit
Product Development Strategy • Tourism Product Development Strategy 2007-2013: – Activities/soft adventure (private); Iconic Attractions (few); Upgrading of attractions (inc gardens); Tourism Infrastructure (trails etc)
• Parallel programmes: Rural Development, Heritage… • World has changed for funding but strategy remains! • Local Authorities had major role esp in Tourism Infrastructure but now critical and central • Private Finance dried up • Public capital much more limited – but still there
Product Strategy Framework
Continue to Work it!
Role of Local Authorities • Local authorities are main managers of “public realm” – parks, beaches, walks etc => tourism infrastructure • Local authorities own/control many other potential tourism assets; can lead management of others => attractions • But remember – FI grant-aid investment, LAs commit to spend on maintenance/operation
Role of Local Authorities – Tourism Infrastructure Investment • Investment in ‘public goods’ (can’t charge admission/usage) • Individual Projects + strategic nationwide initiatives e.g. National Coastal Walk, Historic Towns • To date, over €30 million approved for 200+ projects, e.g. – – – – –
looped walks and coastal walks angling facilities cycling routes and infrastructure in designated cycle hub-towns signage and other enhancements in fifty historic towns environmental management at lakes and beaches
• Larger scale projects include Mayo Greenway, environmentally sensitive infrastructure at Slieve League • Local authorities key: angling stands, car parks at trailheads, cycling routes, signage etc + bigger projects
Role of Local Authorities – New/Upgraded Attractions • • • • • • •
Waterford Viking Triangle Malahide Castle Athlone Castle Jackie Clarke Repository, Co Mayo New Mizen Head bridge Lee Valley (the Kerry one!) LAs also usually part of trusts/nonprofits e.g. Dunbrody, Rothe House, Foynes etc
Wider Fáilte Ireland Investment Strategy • Secure capital investment and delivery – Local Authorities key delivery partners
• Build shared agenda with other agencies/departments and influence spend (LEADER, Waterways Ireland, Údaras) – CDBs complement at local level, authority members can facilitate
• Use current grants to attract and support sports and festival events that support both the heritage & cultural strategy and specific activity products • • •
Total economic impact of Festivals in Ireland was calculated at €448 million in 2010 by Fitzpatrick Associates Economists on behalf of Fáilte Ireland €300 million of that was spent by domestic and overseas visitors for whom the festival was their main reason for travelling. Analysis of the National Festivals and Participative Events programme indicates that the top 35 events generate over 1 million overnight stays between them.
The Tourism Development “Mosaic” – the Local Authority Role Access & Infrastructure
Sense of Place
Civil Society
Local Government
Public Art
Public Realm
Product Investment
Insight & Innovation
Enterprise Supports
Food & Accommodati on
Litter
Customer Service
A Distinctive Destination
Quality & Standards
Culture
Traffic Management
Web e-business Social Media
Marketing
Business Advice
Sports GAA
Public Order
Festivals & Events
Landscapes & Streetscapes
(Business) Chamber of Commerce
Water & Air Quality
Challenges facing Tourism (OECD, 2009) Sustainability and local communities •Tourism takes place at the local level •The sustainability depends of the ability of the local stakeholders to work together •This highlights the critical importance of multiple measures going beyond the sole economic issues
Local Authorities – A Wider Role • Tourism Product is much more than what is funded under the FI Programme • Transport Infrastructure – no tourist without travel! Roads, signage, bus/coach parking • Environmental Infrastructure – clean water to drink and for activities, safe beaches • Environmental Protection – litter, clean air • Culture – events, museums • Landscape/Biodiversity Protection - planning
Local Authorities developing Tourism Product - Conclusion • Local authorities critical and central to FI Tourism Product Capital Programme – Infrastructure – Attractions (directly and indirectly)
• But wider role also - arguably more important • Well-run, quality local services at least as important as new facilities • Both more effective than micro-marketing • Bear in mind impact on tourism businesses
The Local Authority role in developing Tourism Product Presentation to the Local Authority Members Association Autumn Conference on Tourism as a Local Economic Driver, Dungarvan, 23 September 2011 Ray O’Leary, Tourism Division Department of Transport, Tourism and Sport