Case Study of the Midland Region SMEs and communities involved in water tourism and related activities.

Case Study of the Midland Case Study of the Midland Region SME’s and Region SME’s and

communities involved in communities involved in water tourism and related water tourism and related

activitiesactivities

Team involved in Report:Team involved in Report:

• The Tourism CompanyThe Tourism Company

• The Tourism Research Centre (Dublin The Tourism Research Centre (Dublin Institute of Technology)Institute of Technology)

We would like to thank the We would like to thank the following:following:• The The Regional Working GroupRegional Working Group and the and the

SME’sSME’s for taking the time to for taking the time to participating in the survey’s and participating in the survey’s and providing useful information. providing useful information.

• Waterways IrelandWaterways Ireland who kindly allow us who kindly allow us to use ‘Waterways Ireland Users to use ‘Waterways Ireland Users Research Report’ and for all the Research Report’ and for all the additional information that they additional information that they provided.provided.

‘Tourism is one of the largest & most important components of indigenous industry within the

Irish economy.

Not alone is tourism a major contributor in generating foreign

earning and sustaining employment, But it also plays an

important role in developing rural economies & contributing

to spatial balance.’

General TrendsGeneral TrendsDomesticDomestic• In 2004, a total of 7 million trips were taken In 2004, a total of 7 million trips were taken

within the Republic by Irish residents, with an within the Republic by Irish residents, with an expenditure of €1 billion. expenditure of €1 billion.

• This represents an increase of 5% on the number This represents an increase of 5% on the number of domestic trips taken in 2003 while expenditure of domestic trips taken in 2003 while expenditure increased by 7%.increased by 7%.

OverseasOverseas• Overseas tourist visits to Ireland in 2004 Overseas tourist visits to Ireland in 2004

increased by 3.3% to 6.4 million.increased by 3.3% to 6.4 million.

Changing Consumers Changing Consumers Trends, according to Latest Trends, according to Latest International Research:International Research:• ‘There will be more “active” older

travellers, seeking quality experiences, and with an interest in heritage, culture & environmentally-based tourism, and a growing awareness of value for money.’

• ‘There will be increased demand for customised holidays, tailored to personal leisure or activity interests.’

• ‘‘A significant segment of consumers will be increasingly “time poor”, and this, together with heightened concerns about security and safety, will result in greater demand for short breaks in nearby destinations, such as urban-based or “clustered” destinations.’

• ‘Off-season demand is expected to grow, with more interest in niche products.’

We are going to look at:We are going to look at:• Overview of the markets.Overview of the markets.• Current situation analysis.Current situation analysis.• Recommendations for development of new Recommendations for development of new

products & services, and the improvement products & services, and the improvement of existing products & services.of existing products & services.

• Comments & recommendations for Comments & recommendations for marketing & promotional activities.marketing & promotional activities.

• Show transferability of best practice to Show transferability of best practice to project partner regions.project partner regions.

• Recommendations for branding waterways Recommendations for branding waterways in the Midland Region.in the Midland Region.

Stage 2 :Research Analysis

Stage 3: Recommendations

Stage 1 : Research & Consultations

Survey of R.W.G

Stage 4: Finalise Report

Survey of SME’SSecondary Research

Methodology Used:Methodology Used:

3,444

1,515

1,159

983

907

543

232

476

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

Dublin

South-West

West

Shannon

South-East

Midlands East

Midlands Region

North West

Overseas tourists to the Regions (2003)

Overseas tourist to Midlands RegionOverseas tourist to Midlands Region

137

50

34

11

0 20 40 60 80 100 120 140 160

Britain

M.Europe

N.America

Other Areas

Revenue generated by Revenue generated by overseas tourists to the overseas tourists to the

region(2003) (€m)region(2003) (€m)

1051

619

457

334

218

92

268

188

0 200 400 600 800 1000 1200

Dublin

South-West

West

Shannon

Midlands East

Midlands Region

South-East

North West

Revenue generated by Revenue generated by overseas tourists to Midlands overseas tourists to Midlands

Region (€m)Region (€m)

51

19

2

19

0 10 20 30 40 50 60

Britain

M. Europe

N. America

Other Areas

• The average The average spend per spend per visitors to visitors to the Midlands the Midlands Region is Region is €399€399

Product AuditProduct Audit

WALKING

GOLF

ANGLING

HERITAGE

EQUESTRAIN

BOATING

WATERSPORTS

)

219

35

129

172

53

0 50 100 150 200 250

B&B, Guesthouses & Self-Catering

Hotels

Attractions

Pubs & Restaurants

Music & Entertainment

Tourist Services in the Midland Region (Numbers)

Sporting Facilities & Services in the Midland Region (Numbers)

110

42

27

25

23

12

46

0 20 40 60 80 100 120

Angling

Boating & Watersports

Golf

Equestrian

Walking

Cycling

Other Sports

Tourist activities in the Midland Region (Numbers)

79

38

14

14

8

4

3

2

1

0 10 20 30 40 50 60 70 80 90

Festivals

Touring/Driving Routes

Theatres

Conference Facilities

Health Spas

Leisure Centres

Gardens

Internet Cafes

Cookery Schools

Survey of 318 Waterways UsersSurvey of 318 Waterways Usersfrom Waterways Ireland Users from Waterways Ireland Users

Research ReportResearch ReportOccupation of respondents Occupation of respondents

17%

13%11%

10% 10%

6% 5%3% 2% 1% 2%

20%

0%

5%

10%

15%

20%

Man

ager

ial &

tech

nical

Retire

d

Skilled

man

ual

Stude

nts

Profe

ssion

al wor

kers

Semi-s

killed

Homem

aker

Non-m

anua

l

Unem

ploye

d

Unskil

led

Self e

mplo

yed

Don't k

now/N

o re

ply

Country of ResidenceCountry of Residence85%

5% 4% 3% 1% 0.3%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Republic ofIreland

Germany Britain OtherEuropean

Other Don'tknow/No

reply

Gender of visitors toGender of visitors to Midlands Region Midlands Region

Female27%

Male73%

Party CompositionParty Composition36%

25% 25%

10%

3% 2% 1% 0.5%0%

10%

20%

30%

40%

Alone Couple Group offriends

Family,children<12 yrs

Club Family,children

13-18 yrs

Other Don'tknow/no

reply

Purpose of VisitPurpose of Visit

49%

32%

21%

5% 1%0%

10%20%

30%40%

50%60%

Length of Stay on HolidaysLength of Stay on Holidays

2% 2%

67%

7%2%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

1-3 days 4-6 days 1-2weeks

>2weeks

6months

Don’tknow/no

reply

Age GroupAge Group

4%

11%14%

32%

21%

12%

2% 4%

0%

5%

10%

15%20%

25%

30%

35%

u16 16-24 25-34 35-49 50-64 65-74 75+ Don'tknow/

no reply

Activities Undertaken on Activities Undertaken on the Waterwaysthe Waterways

35%

27% 25%

12%

3% 1% 1% 1% 1% 1% 3%

0%

10%

20%

30%

40%

Sources of Information on Sources of Information on the Waterwaysthe Waterways

45%40%

32%

15%11%

9% 7% 6%3% 2% 1% 1% 0.3%

5%

0%

10%

20%

30%

40%

50%

Live

in th

e ar

ea

Regula

r use

r

Frie

nds/r

elat

ions/w

ord

of m

outh

Wat

erway

s Ire

land

Cruise

hire

com

pany

Inte

rnet

Lock

kee

pers

Tour

ist o

ffice

Newsp

aper

s/mag

azin

e

Leaf

lets/

poste

rs

Tour

ist g

uideb

ook/b

roch

ure

Tour

guid

e

Radio/

TV

Other

info

rmat

ion

Length of Time Spent Length of Time Spent on the Waterwayson the Waterways

49%

10%

3%

8%

2%

15%12%

0%

10%

20%

30%

40%

50%

60%

Half-day orless

1 day 2 days 3 or 4days

4 days to 1week

1 week More thana week

•3.6 days Average length of time spent 3.6 days Average length of time spent by respondents on the waterwayby respondents on the waterway

Rating of WaterwaysRating of Waterways

30%

56%

11%

3% 0.50% 0.50%0%

10%

20%

30%

40%

50%

60%

Very good Good Fair Poor Very poor Don’tknow/no

reply

Rating of Waterways & Rating of Waterways & FacilitiesFacilities86% Very good or good86% Very good or goodRoyal Canal was rated the highest & Grand Canal least Royal Canal was rated the highest & Grand Canal least

satisfiedsatisfied

Main reasons for rating waterways positively were:Main reasons for rating waterways positively were:• Peaceful/quiet/nice areaPeaceful/quiet/nice area• Good fishingGood fishing• Relaxing/a way of lifeRelaxing/a way of life

The following were rated either poor or very poor:The following were rated either poor or very poor:• Children playgroundsChildren playgrounds• Pump out facilitiesPump out facilities• ShowersShowers• Ships ChandleryShips Chandlery• Refuelling facilitiesRefuelling facilities

Facilities that need to be Facilities that need to be DevelopedDeveloped

• 31% - Public Toilets31% - Public Toilets

• 18% - Showers / lockers / changing facilities18% - Showers / lockers / changing facilities

• 16% - Improved pathways / walkways/ 16% - Improved pathways / walkways/ towpathstowpaths

• 14% - More bins / a litter clean up14% - More bins / a litter clean up

Overview of Issues Highlighted Overview of Issues Highlighted by the Regional Working by the Regional Working Group:Group:

• Majority of waterways users do not encounter any Majority of waterways users do not encounter any difficulties in accessing the waterways.difficulties in accessing the waterways.

• Majority of waterways users do not encounter any Majority of waterways users do not encounter any difficulties in sharing the waterways with other users.difficulties in sharing the waterways with other users.

• Opportunities exist for water tours in Midlands Opportunities exist for water tours in Midlands Region.Region.

• There is support for regulatory review in such areas There is support for regulatory review in such areas as:as:

Driving License for boats & cruisersDriving License for boats & cruisersLicense for fishingLicense for fishingSpeed limitsSpeed limits

• There is support for improvements & developments There is support for improvements & developments in the area of quality standards.in the area of quality standards.

What people are looking for What people are looking for when they book inland when they book inland cruising holidays:cruising holidays:• Relaxing holiday with peace, tranquillity, Relaxing holiday with peace, tranquillity,

beautiful scenery, unspoilt environment, home beautiful scenery, unspoilt environment, home comforts, friendly atmosphere, good prices, comforts, friendly atmosphere, good prices, good restaurants & pubs with excellent food.good restaurants & pubs with excellent food.

• People are looking for the Irish experience, to People are looking for the Irish experience, to visit heritage sites, a holiday with a different visit heritage sites, a holiday with a different with good quality services.with good quality services.

• To unwind, have a fun new experience visiting To unwind, have a fun new experience visiting interesting places & cruise in beautiful interesting places & cruise in beautiful surrounding, all in hassles free environmentsurrounding, all in hassles free environment

The perceived USP’s of the The perceived USP’s of the Midland Region as a waterways Midland Region as a waterways holiday destination:holiday destination:• Unspoilt environment, access to the rural areas of Unspoilt environment, access to the rural areas of

Ireland, relaxing, enjoy the green grass, good water, Ireland, relaxing, enjoy the green grass, good water, the ‘craic’ and good hospitality.the ‘craic’ and good hospitality.

• Waterway are not overcrowded, freedom in vast Waterway are not overcrowded, freedom in vast areas away from hustle &bustle, & the stress of life.areas away from hustle &bustle, & the stress of life.

• People – the friendliness of people from midlands & People – the friendliness of people from midlands & extremely gentle & obliging waterways users.extremely gentle & obliging waterways users.

• Lack of regulationsLack of regulations• Free mooring & good quality facilities at minimal Free mooring & good quality facilities at minimal

cost.cost.• Numerous locations, such as castle, fishing, Numerous locations, such as castle, fishing,

monastic sites, gardens, golfmonastic sites, gardens, golf• Activities & services available along the waterway.Activities & services available along the waterway.• Overseas visitors have quick & easy access to the Overseas visitors have quick & easy access to the

waterways, by using the access points at Dublin & waterways, by using the access points at Dublin & Shannon Airport.Shannon Airport.

The Perceived Disadvantages of Ireland as a Waterways Holiday Destination

• Pricing and competition with other products.• Lack of information about the waterways, limited

signage, lack of access points to the waterways.

• Lack of information on services and facilities on waterways, such as cafe, restaurant, pubs & shops

• Linear routes along the waterways, people have difficulty in returning to their cars.

• Lack of hire cruisers and narrow boat companies offering service on the canal and rivers.

Based on the SME’s & Based on the SME’s & the Regional Working the Regional Working Group Survey’s the Group Survey’s the

followingfollowing Key Recommendations Key Recommendations

were madewere made

The Following Facilities Require The Following Facilities Require Further Developed:Further Developed:• Pump out FacilitiesPump out Facilities• Public Facilities (changing rooms, showers & toilets)Public Facilities (changing rooms, showers & toilets)• RestaurantsRestaurants• Children’s Play AreasChildren’s Play Areas• Litter ManagementLitter Management• Mooring FacilitiesMooring Facilities• Electrical PointsElectrical Points• Chandlery ShopsChandlery Shops• Fishing facilities & Access pointsFishing facilities & Access points• Designated Swimming areasDesignated Swimming areas• Return transports to carsReturn transports to cars• Kids Summer CampsKids Summer Camps• Improved Information PointsImproved Information Points• Safety & Security on the WaterwaysSafety & Security on the Waterways

The Following Products Offer The Following Products Offer Opportunity for Further Opportunity for Further

Development:Development:

““Currently an in-ordinate focus on Currently an in-ordinate focus on cruising/ boating activities and tourists cruising/ boating activities and tourists

. Need for variety of land based . Need for variety of land based activities and alternative water based activities and alternative water based

activities.”activities.”

Products Products Two priority products which offer opportunities Two priority products which offer opportunities

require development are walking & cycling:require development are walking & cycling:

Attractive walking & cycle routes could be Attractive walking & cycle routes could be developed, running along the waterways but developed, running along the waterways but also taking in places of interest nearby.also taking in places of interest nearby.

Routes could be developed along tow paths Routes could be developed along tow paths & pathways.& pathways.

It is suggested that guided walking tours are It is suggested that guided walking tours are provide in the Midlands.provide in the Midlands.

ProductsProducts• Driving Routes – various areas themedDriving Routes – various areas themed• Equestrian – pony trekking by the lakeEquestrian – pony trekking by the lake• Water based activities – kayaking, sailing, Water based activities – kayaking, sailing,

guided water tours e.g. Corrib Princess – guided water tours e.g. Corrib Princess – Galway.Galway.

• Family parksFamily parks• Day trips to organic farms Day trips to organic farms • Extend accommodation baseExtend accommodation base• Festivals & Events – increase awareness & Festivals & Events – increase awareness &

enjoyment of waterways usersenjoyment of waterways users• Responsible Tourism – is environmentally Responsible Tourism – is environmentally

responsible & sustainable with a focus on responsible & sustainable with a focus on conservation & on local communities who conservation & on local communities who benefit from the local environmental benefit from the local environmental assets.assets.

Transferable of Best PracticeTransferable of Best Practice• Structures – Strong need for a cohesive integrated Structures – Strong need for a cohesive integrated

structure for marketing, management & structure for marketing, management & maintenance of Waterways. Preferably be lead by a maintenance of Waterways. Preferably be lead by a state body. This body should work closely with the state body. This body should work closely with the other planning & development bodies.other planning & development bodies.

• Planning and Development guidelines - Clear Planning and Development guidelines - Clear guidelines on the built environment should be guidelines on the built environment should be developed. Guidelines should take account of the developed. Guidelines should take account of the potential impact of development on the waterways. potential impact of development on the waterways. A transparent & open planning process should be in A transparent & open planning process should be in place.place.

• TrainingTraining – Information awareness amongst user, – Information awareness amongst user, local communities and stakeholders is seen as a local communities and stakeholders is seen as a priority. The development of a “Sense of place” is a priority. The development of a “Sense of place” is a priority.priority.

• Environmental Management – Waterways should be managed to the highest environmental standard in line with EU Water Framework Directives & anti-pollution legislation.

• Access - Public access to waterways should be seen as a priority, transport linkages should be put in place to facility easy access.

• Regulation, Monitoring & Maintenance – Policies should be reviewed on a regular basis to ensure the highest standards are kept and the product is constantly improved.

• Safety – Safety on the water should be highlighted as a priority, water safety guidelines should be drawn up similar to Irish Water Safety Guidelines – www.iws.ie

Marketing RecommendationsMarketing Recommendations• Dedicated information material; maps, Dedicated information material; maps,

things to do & seethings to do & see• Dedicated websiteDedicated website• Improved information distribution to Improved information distribution to

tourist bodies and tour operatorstourist bodies and tour operators• Improved use of internetImproved use of internet• Joint Promotion by all bodies involved Joint Promotion by all bodies involved • Awareness promotion ‘Sense of Place’Awareness promotion ‘Sense of Place’• Develop linkages with local areasDevelop linkages with local areas• Improve signageImprove signage• Development of product packagesDevelopment of product packages

Branding RecommendationsBranding Recommendations• Brand awareness is key to the success of Brand awareness is key to the success of

any product.any product.• Branding is providing an image/identity Branding is providing an image/identity

which differentiates the region from which differentiates the region from competitioncompetition

• Brand research would need to include Brand research would need to include additional in-dept consultation with key additional in-dept consultation with key stakeholders and review of competitors. stakeholders and review of competitors.

• Brand should focus on the area’s Unique Brand should focus on the area’s Unique Selling Points example tranquillity, Selling Points example tranquillity, openness, space, unspoilt, natural openness, space, unspoilt, natural environment.environment.

• One body should manage the brand.One body should manage the brand.• Guidelines need to be developed for use of Guidelines need to be developed for use of

the brand.the brand.