Dr Tony Linehan Paper

TOWARDS 2031

A Tourism / Recreation Perspective for Ballyhoura

Country

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Contents

Introduction.......................................................................................................................................5

Tourism Performance in 2009....................................................................................................5

Activity Product Usage among Overseas Visitors in 2009................................................5

Demographic Developments......................................................................................................7

Demographic Developments – Internationally..............................................................................9

Overall Demand...........................................................................................................................10

Key Destination Issues in 2009................................................................................................15

Destination Determinants and their Importance in Choosing Ireland................16

The Importance of the Environment..............................................................................18

Products & Services.....................................................................................................................18

Paid Serviced Accommodation.........................................................................................18

Self-catering Accommodation..........................................................................................18

Food Services.........................................................................................................................19

Internal Transport.................................................................................................................19

Historical & Cultural Attractions......................................................................................19

Activities...................................................................................................................................20

Delivering a Quality Rural Tourism Experience..................................................................20

The Irish Rural Tourism Product: Destination Branding..................................................22

Branding Irish Rural Tourism: Destination and Product..........................................23

Tourism Products..........................................................................................................................23

Food Tourism..........................................................................................................................23

Education.................................................................................................................................25

Outdoor Activities.................................................................................................................28

Culture and Heritage...........................................................................................................30

Key Questions Answered............................................................................................................31

Bibliography....................................................................................................................................37

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Introduction

This paper considers demographic and market trends in relation to tourism in general

and rural tourism in particular. It then goes on to identify possible directions for the

future in rural tourism and give best practice examples of tourism products.

Tourism Performance in 2009

Expenditure by visitors to Ireland (including receipts paid to Irish carriers by foreign

visitors) was estimated to be worth €3.9 billion in 2009, this represents a drop of 19% on

2008 (Failte Ireland, Tourism Facts 2009)

Overseas tourist visits to Ireland in 2009 fell by 12% to 6.6 million. Tourist numbers from

Britain declined by 15%, Mainland Europe fell by 9%, and North America decreased by

6%, due to the global economic downturn and unfavourable exchange rates with the

euro.

The fall of 12% in tourist arrivals to Ireland compares to a drop of 4% in world arrivals as

reported by the World Tourism Organisation. International tourist arrivals in Europe in

2009 showed a drop of 6% when compared to 2008 and Northern Europe, which includes

Ireland, declined by 8%.

Activity Product Usage among Overseas Visitors in 2009

Hiking/Cross-Country Walking

Over 800,000 overseas visitors claim to have gone hiking/cross-country walking in 2009.

However, the number who walked off-road, for more than 5km on average, is 388,000

and they spent an estimated €183 million. Holidaymakers who stated that walking was

an important factor in their choice of Ireland as a holiday destination number 366,000

and they spent an estimated €215 million while in Ireland in 2009 (Fáilte Ireland, Activity

Product Usage Among Overseas Visitors 2009)

Cycling

An estimated 114,000 overseas visitors engaged in cycling while in Ireland in 2009, and

accounted for €97 million of overseas visitor spend.

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Summary of Overseas Visitors Engaging in Activities in 2009

Activity Important in Choice of Ireland

Overseas

Participants

(000s)

Spend in Ireland

(€mn)

Overseas

Holidaymakers

(000s)

Spend in Ireland

(€mn)

Hiking/Cross

Country Walking

830 494 366 215

Golf 143 110 74 59

Angling 132 105 60 43

Cycling 114 97 42 29

Equestrian 46 27 16 11

Cultural Activity Product Usage among Overseas Visitors in 2009

In 2009 an estimated 3.3 million overseas visitors engaged in cultural activities while in

Ireland, including visits to places of historical/cultural interest and gardens, attending

festival/events and tracing roots/genealogy. Visitors who engaged in these activities

spent an estimated €1.9 billion in 2009 (Fáilte Ireland, Cultural Activity Product Usage

Among Overseas Visitors 2009)

Cultural/Historical Visits

An estimated 3,045,000 overseas visitors engaged in cultural/historical visits while in

Ireland in 2009. Mainland Europe is a key market for this product, accounting for 45% of

those visiting cultural/historical attractions. Historical/cultural visits comprise the

following:

Houses/

Castles

Monuments Museums/

Art

Galleries

Heritage/

Interpretive

Centres

Gardens Genealogy Spas Festivals /

Events

Overseas

visitors to

Ireland in

2009

2 ½

million

2.1 million 1.7 million 1 ½ million 1.3

million

122,000

(Britain –

most

important

market for

this activity)

118,000

(over half

of these –

British)

376,000

Demographic Developments

Demographic developments have always had a significant impact of the scale, pattern

and shape of tourism demand. The structure of societies are continuously changing and

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for both public and private organization working in tourism, it is essential to know what

changes are coming in order anticipate and react to them in the most competitive way

(Fáilte Ireland, Towards 2020: Future Tourism Demand Insights)

Demographic Change in Ireland

The domestic market has become an increasingly important source of business for the

Irish tourism industry and now accounts for just over 25% of total tourism revenues.

Within the domestic market the most notable trend over the last decade has been the

significant increase in usage of hotels and a shift away from guesthouses and

B&Bs. The domestic market now accounts for approximately two-thirds of all hotel bed

nights sold annually. Another big trend was the dramatic increase in the number

of trips taken by people aged 50 years and older. Their share of the market now

stands at 42% whereas they account for 26% of the population. Other notable trends

include increased trip frequency but with falling lengths of stay; greater participation in

activities while on holidays; and strong growth in the average spend per trip . This section

looks at how these trends are likely to evolve over the next ten years.

Population Growth

Figure 1 show that the national population is going to grow strongly over the coming

years. By 2021 the population is expected to be 5.4 million, up 20% from today’s

population of 4.4 million. CSO projections suggest that by 2026 the population will be 5.7

million driven upwards by relatively high fertility rates combined with inward migration.

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Figure 1: Population Projection up to 2026 (000’s)

With such a big rise in the Irish population there will be a corresponding increase in

tourism demand However, the nation’s age profile set to change significantly and with it

the pattern of demand.

Age Distribution

Of all the demographic factors, age is the one most often cited by commentators as

having a determining influence on travel preferences and our population is getting older,

albeit at a slower rate than the rest of the developing world.

Population projections show that each of the major age cohorts will change in different

ways over the coming decade and beyond. These changes are summarised as follows:

The 0-14 years cohort will increase from the over the medium, by 2021 there will be

1.1 million in this age group, a growth on 17%.

The 15-24 years cohort will actually dip during the next decade before returning to its

former size of some 0.6 million.

The 25-44 years cohort will increase from 1.5 million today towards 1.7 million over

the next 10 years before declining back to 1.5 million. By 2021 it will 6% above

today’s size.

The 45-64 years cohort will grow strongly from the present number of 1.0 million to

reach a projected 1.3 million in 2021 and in will continue to grow in size over the

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longer term.

The 65+ cohort will exhibit the highest level of growth, rising from 0.5 million to

0.9million in 2021, an increase of 44%. This cohort also continue to grow in size over

the longer term.

In terms of age dependency ratios, we are moving from a situation today where there are

three people of working age to every pensioner to a ratio of 2:1. The further forwards the

ratio is calculated the worst it gets.

Demographic Developments – Internationally

Population Growth

The world’s population is set to rise from 6.9 billion now to 7.8 billion in 2020 (up 11%)

and reach 8.3 billion by 2020 (+20%). While the world population will grow by 0.9 billion

people over the next 10 years, Europe’s population is expected to remain static as all

other regions increase their population base.

Figure 2: World Population 1990-2020 (000’s)

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

1990 2000 2010 2020Africa Asia Europe Latin America Northern America Oceania

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This global population increase should boost tourist numbers significantly. And as

economies get richer then more people can afford to travel. The predicted increases in

wealth in future years will allow ever more people to engage in overseas travel.

In terms of regional location, the relative decline in importance of the West in population

terms is well flagged. Europe’s proportion of the world’s population is set to decline

significantly from 1990-2020 from 14% to circa 9%. North America and Latin America

shares of the world’s growing population will remain unchanged. Asia on the other hand

displays a continually high proportion of the global populace; the continent makes up

around 60% of the world’s population mainly due to the size of India and China each of

which amount to around 20% each.

Age Distribution

The second major aspect is the changing age structure of the world’s population and

specifically ageing. Population ageing on the scale now observed is unprecedented. At

the world level, the number of older people is expected to exceed the number of children

for the first time in 2045. In the more developed regions, where population ageing is far

more advanced, the number of children dropped below that of older people in 1998.

Overall DemandInternationally – More Demand for Tourism

The global population growth will boost tourist numbers significantly. And as economies

get richer then more people can afford to travel. The wealth increases in future years will

allow ever more people to engage in overseas travel. In 2000 there were 11.5

international trips per 100 people, so even with no changes other than population growth

this rate of travel implies an increase in international travel of 11% to 2020. However,

the UNWTO forecasts a near doubling of the rate of international travel to 22 trips per

100 people by 2020. This, combined with an 11% increase in population, suggests a

doubling of international travel in the medium-term, with more people travelling more

frequently.

Nationally – More Demand for Tourism

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With such a big rise in the Irish population there will be a corresponding increase in

tourism demand of some 20% even without allowing for other positive drivers. However,

the nation’s age profile is set to change significantly and with it the pattern of demand.

Age Distribution

Internationally – The Rich World Ageing Fastest

Concentrating on the 65+ age segment:

Strong growth in demand will continue from this market over the coming 20 years,

but may weaken after that as the disposable wealth of retired persons will fall both

because the value of pensions is likely to diminish and health costs will accelerate.

The seniors market will be heterogeneous in composition, with a range of segments

to be addressed by the tourism industry. The market is likely to split along (a)

disposable income lines and (b) age and independent lines. At opposite ends of the

disposable income range there will be a materialistic, cash-rich segment and a

budget conscious segment. The latter group will continue to have an interest in travel

and will comprise a growing volume of demand but price will be a primary influence

on choice. Regarding age and independent, the 60+ group may further subdivide

between the 60-74 year olds and those aged 75+, as the latter group will comprise a

rapidly increasing number of people who will still want to take holidays but who will

need greater levels of support services, care and appropriate product design to meet

their needs.

Domestic tourism is likely to be a beneficiary of the growing older market. Safety and

security are important considerations for older people and the rigors of long-haul

travel will become increasingly unappealing as people age.

Meeting minimum environmental standards will be a base level expectation, and

concern for the environment will not necessarily translate into a willingness to pay a

premium for ‘green’ products.

Tourism products and destinations will have to be tailored to the needs and desires of

older people, but without appearing ‘old’. Older tourists do not want to be corralled

into destinations for the elderly. They will be fitter and more active than heretofore,

engaging in a wide range of pursuits on vacation. We are also going to see a growth

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in intergenerational travel parties as ‘vertical’ families seek destinations offering a

selection of products suited to their mixed interests.

Products will need to cater more dynamically for older tourists, recognising the

impact of ageing but using good design rather than an explicitly older person

emphasis. They will have to allow for the physical impact of ageing, e.g. impaired

visual acuity, restricted visual range, reduced colour perception, acoustic

considerations, reduced mobility and dexterity, etc.

Nationally – Ageing, But Slowly

Ireland’s population is still relatively youthful in comparison with most other EU

countries. In 2006, 11% of Ireland’s population was aged 65 years or more compared

with an EU average of 17%. The 50+ years age group is going to increased dramatically –

very good news for Irish tourism given that this age group exhibits a much higher

propensity to travel. However, the products offered and the marketing messages will

need to adjust particularly as the growth will be greatest in the group aged 65 years and

older.

Older people are likely to adhere to travel behaviours established by, or in, middle age.

For example, lower seasonality, more car journeys, more short breaks, greater use of

hotels, more cultural tours and journeys with a focus on health and nature.

The under-15 years cohort is also going to grow strongly, particularly up to the early

parts of the next decade – there will be continuing demand for family holidays and

opportunities for those servicing the teenage market.

Other likely implications of a changing age distribution are as follows:

Seasonality: With an increase in older age groups it is reasonable to expect an

improved seasonal spread of demand; however the summer peak is going to remain

due to the role played by family holidays and the ‘mini-bubble’ in this segment.

Accommodation: The trend in favour of hotel accommodation will continue as older

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tourist lock into past habits. The growth in younger age groups suggests persistent

demand for family-oriented accommodation, especially self-catering.

Accommodation providers will need to adjust their offering to suit older tourists but

also look at adding products and services to suit the growing family segment.

Attractions: Older age groups will continue to visit national parks, historic sites,

heritage sites and gardens and in growing numbers. Cultural attractions will gain

significantly from the ageing of the Irish nation.

Activities: Older Irish people are becoming more active. The most popular activities

currently, in order of importance, are walking, swimming, golf, keep-fit, dancing and

cycling. Demand for ‘standard’ activities will grow faster in the longer term, in all

probability, than demand for more extreme sports. In the short-term, however,

extreme sports can benefit from a growing teenage and young adult market.

Climate Change – and the impact on Ireland’s image as a Destination

Warming of the climate system is now unequivocal and that human activities are very

likely to be the cause of recent warming. However, it is not only the challenges of rising

temperatures that face us, but also related changes such as extreme weather events,

changes to current rainfall patterns leading to increased flooding and more prolonged

droughts, as well as rising sea levels due to melting ice caps and glaciers and thermal

expansion of the oceans.

Implications of Climate Change on Tourism- A European Perspective

At a general level, simulated models demonstrate how tourism numbers and patterns

could respond to climate change. The analysis suggests that north-west Europe could

acquire a new competitive advantage for tourism as Mediterranean

destinations become too hot for comfort during the summer. Traditionally, ‘sun,

sea and sand’ has been a primary motivation for holidays in Southern Europe, but as the

climate ‘improves’ in north-west Europe, more of these tourists are likely to holiday at

home or closer to home.

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In addition, as the century progresses and climate change becomes more established,

these stay-at-home tourists are likely to be joined by growing tourist arrivals from

southern Europe. These changing flows could have profound implications for northern

Europe (Arkel, 2007), given that an estimated 100 million tourists visit the Mediterranean

each year, spending some €100 billion.

However, as well as the direct impact of climate change on Ireland’s environment,

potential increase in numbers holidaying at home in Ireland and overseas visitors from

southern Europe will bring their own issues in terms of demand for waste water

infrastructure, water supply and power (and subsequent implications for carbon

emissions). This could result in pressure on the environment, and in particular

water quality due to potential increases in waste discharges combined with

reduced rainfall during the summer months and higher temperatures.

It is therefore vital that the tourism product is of high quality and that sustainable

tourism management policies are employed to address potential climate change impacts.

Careful management of climate-exacerbated pressures such as water pollution will be

essential in order to safeguard positive destination image in the long term.

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Key Destination Issues in 2009

Among the factors that are considered to set Ireland apart from other destinations

offering a similar experience, the beauty of the scenery and friendliness and hospitality

of the Irish people dominate holidaymakers’ perceptions (Fáilte Ireland, Visitor Attitudes

Survey 2009). Over the years, these always have been the principal distinguishing

factors spontaneously associated with Ireland and 2009 is no different. At an overall

level and across the main markets - Britain, North America, France and Germany - the

Irish people are ranked as the top positive discriminator compared to other holiday

destinations, ahead of scenic attractions. Indeed, British and North American

holidaymakers give particular prominence to the Irish people relative to scenic

attractions, undoubtedly reflecting a shared and strong ethnic and cultural identity which

in turn leads to a particular affinity for the Irish people. Among French and German

holidaymakers, the choice between the top two attractions is more equitable, with the

Irish people just slightly ahead of scenery in both markets.

Other distinguishing advantages spontaneously identified are our cultural and historical

heritage, particularly significant for North American visitors who also, along with British

visitors, appreciate the fact that we are English speaking. Unsurprisingly, ease of access

features as a particular advantage for British holidaymakers. An unspoilt environment is

noted as a positive feature of Ireland by German visitors (13%) and Irish pub culture

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remains on the radar particularly for the French, one in ten of whom single this out as a

positive discriminator for Ireland.

Destination Determinants and their Importance in Choosing Ireland

Reiterating the themes of friendliness and scenic attraction already noted, these are

selected as the most important aspects from a wide range of factors that might influence

the choice of a holiday destination. An unspoilt environment, safety and security, the

range of natural attractions, and things to do and see also feature strongly and are

mentioned by at least eight in every ten holidaymakers. Interesting history and culture

(78%), good all round value for money (75%), attractive cities and towns (74%) and the

anticipation of a new destination to discover (73%) also rate highly. These generally

comprise the fundamental influences in choosing Ireland, but there are some market

divergences reflecting both the mindset and the practical requirements of particular

nationalities. For example, history and culture features strongly for North Americans.

Value for money and competitive air and sea fares are high up the agenda for British

holidaymakers, while the range of natural attractions and the prospect of an unspoilt

environment resonate with Mainland European visitors, particularly those from France

and Germany.

The principal factors of friendly people and scenery have remained very consistent from

year to year in terms of their importance, but there appears to be a slight fall-off in the

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importance of factors such as a natural, unspoilt environment (down six percentage

points since 2005) and an easy and relaxed pace of life (down eleven percentage points

since 2005). It is likely that a trend towards more urban based trips and shorter stays has

contributed to the gradual diminishment in the importance of these two factors. In 2009,

for example, one in five holidaymakers (20%) described their holiday in Ireland as a city

break, up from 14% in 2005, with Dublin the primary focus of such trips. The proportion

describing their holiday as predominantly countryside has declined from 41% to 33%

over the same period. From a market perspective, the incidence of city breaks in 2009

was highest among British holidaymakers (27%). Just over one in five Mainland

Europeans (21%) described their visit as a city break, highest among Italian (35%)

Scandinavian (37%) and Spanish (30%), but much less likely to feature among German

(13%) and French (11%) holidaymakers.

Notwithstanding any changes in the nature of holidaymakers to Ireland, the support and

reinforcement of important destination features such as friendly, hospitable people,

beautiful scenery, an unspoilt environment and a relaxed pace of life will remain

imperative in discriminating Ireland from other similar destinations.

The Importance of the Environment With the constantly growing emphasis worldwide on environmental issues and a green

agenda, and with the sustainability of Irish tourism dependent on the extent to which our

environment actually matches the image propagated, it is encouraging to see that

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Ireland continues to perform quite well in the opinion of our visitors as a clean and

environmentally green destination. In 2009, approaching one in two (47%) agreed

strongly with this proposition and net agreement (agree strongly/slightly) stands at 82%,

very much in line with the outcome in previous surveys. Outright disagreement with this

proposition has remained low each year, with 7% adopting a negative stance in 2009.

Products & Services Holidaymakers were asked to rate their satisfaction with the quality, customer service

and price of the various products and services they had used during their holiday. A new

five point rating scale ranging from ‘very satisfied’ to ‘very dissatisfied’ was introduced in

2009 in order to allow a more judicious assessment on the part of visitors. As a result,

comparisons with previous years are not feasible.

Paid Serviced Accommodation Top grade hotels and Irish Homes/Guesthouses achieve very high satisfaction ratings on

quality and customer service, with nine in every ten users either very satisfied or

satisfied. Somewhat lower satisfaction ratings are recorded for medium/other grade

hotels suggesting that though the majority are satisfied standards may not always reach

customer expectations. For each category of accommodation in the paid serviced sector

satisfaction with price is also generally positive, although lagging behind perceptions of

quality and customer service. While this may be more a factor of the overall cost of living

in Ireland, a perceived mismatch between the quality and service offered and the price

charged cannot be ruled out as a reason for higher levels of outright dissatisfaction,

ranging from 12% to 14% in the paid serviced sector.

Self-catering Accommodation Rented self-catering accommodation earned high net satisfaction ratings on both quality

(85%) and customer service (84%), with a slightly lower net satisfaction on price (75%).

Around three in every four hostel users were satisfied with quality and customer service

and two in every three with the price they paid. Net satisfaction with quality in the

caravan and camping sector (66%) was somewhat lower although customer satisfaction

was well rated (77%). Price, however, was clearly an issue, with just 43% satisfied and

one in five dissatisfied.

Food Services Historically, price has tended to be an issue across the range of food outlets and this

trend continues in 2009 with net satisfaction levels with price for almost all categories of

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food outlets hovering around 50%. The one exception is the Irish Homes/Guesthouse

sector, where satisfaction with price reaches 63%. Net dissatisfaction is highest for

budget restaurants (26%) followed by high quality restaurants (23%). Across the range of

food service outlets net satisfaction with quality predictably peaks for high quality

restaurants (88%) and is lowest in the budget restaurant sector (69%). Customer service

follows a similar trend, albeit with slightly higher net satisfaction scores across all outlets

than is the case for quality. Measured for the third time in 2009, 43% of consumers are

now dissatisfied with the price of alcohol, a more negative outcome than previously

noted.

Internal Transport Despite some spontaneously expressed reservations concerning internal transport

facilities, and a notable level of disagreement regarding the ease of travelling around the

country/good transport infrastructure, net satisfaction with intercity bus and rail services

is high, exceeding 80% for both on quality and approaching 80% on customer service.

Two in every three are also satisfied with price for these services, though net

dissatisfaction with price on inter city rail (16%) is higher than for intercity bus services

(11%). Among the other internal transport options, overnight coach tours received the

highest level of approbation on all three measures – quality (94%), customer service

(94%) and price (81%), replicating the high levels of satisfaction noted in previous years.

Across the range of options, net satisfaction with price is lowest for car hire (50%) and

taxis (55%). Though quality and customer service are more favourably regarded for both,

there may be some room for improvement in both of these aspects, but particularly

customer service for car hire (67% satisfied and 14% dissatisfied).

Historical & Cultural Attractions Covering historic houses and castles, monuments and historic sites, gardens,

heritage/interpretative centres and museums and art galleries, these constitute an

important feature of the holiday, with over three in every five (62%) visiting any of these

attractions. Their range and quality is generally very well rated, with net satisfaction

scores in excess of 80% for each on both these attributes. Inevitably, price tends to be

less favourably regarded, with net satisfaction with admission charges ranging between

53% for Historic Houses/castles and 67% for Museums/Art Galleries, the latter perhaps

benefiting for the level of free entry, particularly to the more important national

institutions.

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Activities Hiking/cross country walking is the premier product, mentioned more or less consistently

by one in every four over the past five years as an activity they have taken part in during

their holiday. This rises to one in every three among Mainland Europeans. Net

satisfaction with the quality and price of this activity is very high. Around nine in ten

participants give a favourable rating on quality and the vast majority (83%) are ‘very

satisfied’ with price. Reported participation in other activities, such as golf and cycling, is

quite low (5% for each). While satisfaction with the quality of golf (97%) is virtually

unanimous price is obviously an issue, with a more modest three in every five (59%)

satisfied and almost one in five (18%) dissatisfied – a potentially negative issue in

expanding participation, particularly where holidaymakers may be more conscious of

overall costs and value in the current economic climate. Among the small minority (3%)

participating in equestrian activities, satisfaction with quality (89%) is assured but

remains more tenuous regarding price (61%).

Delivering a Quality Rural Tourism Experience

This section identifies some of the priorities and actions that a rural destination should

bear in mind when developing their management approach, as identified in the EU paper:

Towards Quality Rural Tourism: Integrated Quality Management.

Marketing and Communications

Understanding the market

Communicating an accurate quality image and identity

Providing reservation services

Providing services to groups and the travel trade

Maintaining contact with visitors

Monitoring the effectiveness of marketing

Using larger quality networks

Welcome, Orientation and Information

Ensuring a welcome and orientation by hosts

Encouraging responsible behavior among visitors

Providing effective print, well distributed

Improving the impact of information centres

Keeping abreast of IT opportunities

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Accommodation

Keeping a check on new development

Identifying and providing different quality standards

Pursuing quality needs and opportunities in different accommodation types

Local Produce and Gastronomy

Increasing the quality of local produce

Increasing opportunities for visitors to purchase local produce

Encouraging restaurant to reflect the traditional gastronomy

Attractions and Events

Providing sufficient attractions to retain visitor interest

Providing the right level of access and quality of interpretation

Combining small attractions and events, for quality and impact

Countryside Recreation

Ensuring good safety and environmental standards

Matching recreation provision to market needs

Creating quality recreational trails

Improving quality through linkages and packages

Improving existing leisure facilities for visitors and locals

Environment and Infrastructure

Improving and managing transport to, and within, the area

Improving the quality of local services for visitors

Introducing comprehensive management schemes

Having appropriate land use planning policies

Working with parks and protected areas

Stimulating action within local communities

Involving and influencing visitors

Promoting sustainability amongst tourism enterprises

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The Irish Rural Tourism Product: Destination Branding

Destination images are critical in motivating a tourist. The images of a destination branch

are those perceptions about the place as reflected by the ‘associations held in the tourist

memory’. Building a brand image amounts to identifying the most relevant associations

and strengthening their linkages to the brand. Destination branding is a recursive

process that revolves around brand element mix, brand identity and brand image

building.

Image formation is not branding but a core process in branding. For image building to

reach the level of branding there must be a central characteristic – that of brand identity.

Brand identity involves creating a unique set of brand associations. Selecting brand

elements to represent the brand identity is of critical importance. The identity must be

‘cohesive’; this means the brand elements must be consistent. Consistent brand

elements reinforce each other and serve to unify the entire process of image formation

and building, which in turn contributes to hte strength and uniqueness of the brand

identity. A brand element may be a word, sign, logo, slogan, etc.

Destination branding begins with carefully selecting one or more band elements that

serve as ‘trademarkable’ devices. These elements must reflect the ‘three A’s’ of an

image, namely:

Attributes (those tangible features that characterize a destination)

Affective elements (which reflect the benefits values, or meanings attached to the

attributes of a destination)

Attitudes / Actions (the overall attitudes and actions which should lead a target

audience to visit the destination)

Branding Irish Rural Tourism: Destination and Product On the basis of what research data tells us, together with the principles of destination

branding, the Irish rural tourism brand should be a mix of destination characteristics and

product in the sense of activities / pursuits / attractions.

The immediate problem that arises is that the kind of images that might be considered

for rural tourism have, in one way or another, been already used in national promotion

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and marketing. Ireland is ‘sold’ mainly as a rural destination. Indeed, so are some other

countries, e.g. Scotland, Wales.

Tourism Products

This section gives an overview of tourism products that are emerging as important for Irish tourism. It also gives some best practice examples both nationally and internationally.

Food Tourism

Food tourism is a growing market segment internationally. In Ireland, tourist expenditure

on food and drink in 2009 was close to €2 billion, representing the largest single

component of individual visitor expenditure and exceeding the average spend on ‘bed

and board’ (Fáilte Ireland, National Food Tourism Framework 2010)

Most tourist destinations are now paying close attention to food tourism as a means of

increasing visitor numbers and revenue, with the result that the development and

promotion of food tourism plays an ever increasing role in national tourism strategy,

particularly in countries such as Scotland and Wales. In line with this, the development of

local and regional food destinations is also a growing trend globally, whereby food-

related activities and events comprise a key feature of attracting increased numbers of

visitors to particular localities.

A review of visitor perceptions has highlighted that Ireland has much to be proud of and

feedback from visitors is generally positive with regard to the levels of service

experienced in food establishments. On a less positive note, findings also indicate that

price competitiveness is a concern for some visitors and that there is a need to ensure

that quality is consistently high across all food-related experiences. Despite these

challenges, given our reputation as a natural, unspoiled location and the positive

correlation this has with food tourism, the potential to build on success to date is

significant. Fáilte Ireland is confident that potential growth opportunities within food

tourism can be maximised by expanding the number and variety of authentic, high

quality experiences in key destinations across the country which provide greater

exposure to proven unique selling points such as our culture and people.

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Food Destination Development Principles

Unique andDistinctive

ConsumerFocused

Local and Regional Quality and ValueAssured

Promoting locally produced Irish food which is reflective of our image as a natural, unspoilt destination

Profitable and Sustainable

Understanding visitor expectations and placing those needs at the heart of all developments

Providing for a broad spectrum of ‘food experiences’ which provide access to local/regional foods

Communicating and delivering upon quality and valuepromises

Supporting initiatives which help to deliver long term growth and

sustainability

The National Food Tourism Implementation Framework - part of Fáilte Ireland’s wider

commitment to developing key tourism destinations - is concerned with enhancing the

overall visitor experience across all food-related experiences in order to deliver on

marketing promises and support the effort to position Ireland as a leading food tourism

destination. In addition, the framework has the potential to deliver tangible returns for

stakeholders such as better business opportunities for producers, an enhanced consumer

experience and overall growth in food tourism related revenue and employment.

A number of fundamental principles were paramount to the development of the

framework:

The implementation framework, designed in line with these principles, is primarily

concerned with increasing the availability, authenticity, quality and value for money of

local and regional food-related experiences. These food experiences must respond to

consumer expectations and be reflective of those qualities which research continuously

shows makes holidaying in Ireland so unique; namely, our culture, people and the

unspoiled environment. A strong emphasis is therefore placed on expanding the range

and scope of value-driven food-related experiences for visitors, particularly in key

destinations, which offer them a real sense of Irish food, people and places.

The Vision for Food Tourism in Ireland is that: ‘Ireland will be recognised by domestic

and international visitors alike for the availability, quality and value of our local and

regional food experiences which engender a unique sense of Irish culture and

hospitality’.

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Education

Primary and secondary schools are closing in the Ballyhoura region, creating the

opportunity of using the buildings for creating a tourism product centred around

education. Second level education is an emerging market. Second level education as a

unique selling point for the region (and potentially for Ireland). Product idea: Setting up

boarding school for 2nd level.

The Gaeltacht Irish College and Adventure Centre is a successful business combining

activity and culture; it has been operating in Mayo since 1992. They instruct groups in

watersports through the Irish language: www.uisce.ie

The Donegal Language, Equestrian and Surf Centre in Bundoran offers horse riding, surfing and

adventure pursuits to tourists and bundle them with language classes for students coming to Ireland

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to learn English. They are approved by the Association of Irish Riding Establishments (AIRE), they are

also approved as an equestrian tourism centre and they are approved as a provider of English

Language Programmes by the National Qualifications Authority of Ireland

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Outdoor Activities

Snowdonia in North Wales has a wide range of outdoor activities, from walking, climbing, cycling, golf, horse riding and fishing to tree top adventures and eco-activities.

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Central Parcs in Europe and the Uk offer a wide range of activities in forest locations

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Culture and Heritage

Local initiative in Kilkenny called Trail Kilkenny, that incorporates several elements,

cycling trails, food trails, craft trails: http://www.trailkilkenny.ie

One branch of this initiative is Made In Kilkenny, where a group of local craft workers

came together, got Leader Funding locally and created a craft trail.

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Key Questions Answered

What will the global tourism landscape look like and what are the likely

scenarios leading up to 2031? What are the implications for Ballyhoura Region?

Demographic Developments

In terms of demographic shifts, the aging population will need greater levels of

support services, care & appropriate product design to meet their needs

Tourism products and destinations will have to be tailored to the needs and desires of

mature people. These tourists will be fitter and more active then heretofore, engaging

in a wide range of pursuits on vacation

The under-15 cohort will grow strongly, suggesting a persistent demand for family-

orientated accommodation, especially self-catering

Cultural attractions will gain significantly from the ageing of the Irish nation

Demand for ‘standard’ activities will grow faster in the longer term than demand for

more extreme sports. In the short-term, however, extreme sports can benefit from a

growing teenage and young adult market

The balancing between time and money is a critical issue for the tourism industry.

The key now is to provide ‘value for time’. This can be done by providing more

efficient delivery of services to the traveler and maximization of activities.

Improved accessibility and globalization means that Ireland will be able to attract

visitors from just about anywhere, but it also means that we are competing against

an ever growing set of alternative destinations. In response to the growth of a bland

monoculture promoted by globalization people are looking more and more to their

own identities and cultural values

Across the developed world people are spending more and more on culture, but it is

the living, creative and performing culture which is benefiting, rather than museums

and heritage centres

Brand and brand image will continue to be important to consumers. Credible brands

in the future will have to be authentic, trustworthy and sustainable. With so much

information readily available, any deviation in delivery from the visitors’ expectations

will be punished. Culture and heritage are key components of Ireland’s brand and

offer the most scope for differentiation

As people tastes move on they are likely to become less interested in manufacture

theme park style experiences and more interested in authentic experiences. Driving

this trend will be higher educational attainment and greater exposure to globalization

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The traditional version of luxury was mostly about exclusive, expensive, best quality,

self-indulgent and conspicuous consumption. Luxury is becoming less about

materialism and more about self-enrichment and time. In the developed world the

emphasis will shift towards personal, experiential, authentic experiences and self-

development

Climate Change

One implication of climate change in Europe is that north-west Europe could acquire a

new competitive advantage for tourism as Mediterranean destinations become too

hot for comfort during the summer

Potential increase in numbers holidaying at home in Ireland and overseas visitors

from southern Europe will bring their own issues in terms of demand for waster water

infrastructure, water supply and power. This could result in pressure on the

environment, and in particular water quality due to potential increases in waste

discharges combined with reduced rainfall during the summer months and higher

temperatures

Insights into Current and Future Tourism Demand

The rise of the conservation movement and the consequent designation and

preservation of certain areas has implications for rural areas. In this context we may

note a distinction between ‘traditional’ holiday activities in rural areas, and ‘new’

activities. The former were usually passive pursuits, often nostalgia-related and

relaxing in character – like walking, fishing, bird-watching. The latter may be

characterized as competitive, technical, fast, prestige oriented or ‘fashionable’, such

as off-road vehicle driving, paragliding or orienteering. While ‘traditional’ rural

pursuits are essentially an escape from urban industrial lifestyles and relate directly

to the environment in which they are set, the ‘new’ activities represent the transfer

and imposition of urban values and lifestyles on rural areas – to the extent that the

specific context of a rural location is much less important, or perhaps almost

irrelevant. The interest is primarily in the activity, not its rural location

As mature travelers are becoming a significant segment of the market, they are

making adjustments to provide themselves with adequate funds for retirement. There

is a view, however, that older consumers respond negatively to being portrayed as an

identifiable age group (e.g. by references to ‘the grey market’), so niche marketing

must be on targeted but non-branded product offerings.

There will be a strong focus on ‘the holiday experience’, gaining new experiences,

and different experiences, allied to the tourists’ search for opportunities to express

their individualism and realize their self development. Visible expressions of social

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status inherent in forms of mass tourism are giving way to more inconspicuous

consumption and to a general desire for people to express their identity in more

subtle ways than through ‘cross consumerism’.

‘Experience holidaymaking’ will also drive the quest for authenticity, for the original

and to experience a variety of ‘real’ cultures before they become homogenized in a

global economy. People will want to be differentiated not so much by what they can

buy, but by what they can do – or have done – and the life experiences they have

had. In practice this will mean that holidaymakers will try a series of once-off

venturesome or experimental holidays – moving from one destination to another

rather than making repeat visits.

Profile of the Future Customer

Tourism Ireland’s promotional campaign sees Ireland’s best prospects, within each of the

main markets, as the segment described as ‘sightseers and culture seekers’. In Ireland’s

core holiday markets (GB, USA, Germany and France) there are approximately 66 million

AB/C1 Social Class holidaymakers. Those who describe themselves as ‘pure sightseers

and culture seekers’ account for just under 21 million of this target audience. However,

another 22 million have a ‘strong interest’ in sightseeing and cultural holidays, bringing

the total of this market category to almost two thirds of all holidaymakers from the core

market targets.

Therefore, we can say that the typical rural tourism customer of the future will:

Be in the older age groups

Have above average levels of education

Hold a managerial / professional occupation

Live in an urban environment

Be well informed, socially aware and widely travelled

Value variety in places to see and visit (including places to eat)

Be interested in active pursuits (walking/hiking, cycling, fishing, golf, equestrian,

water sports)

Be also very interested in passive pursuits (culture, history, museums, archeological,

sightseeing)

Want to have good quality especially in traditional food and in accommodation

Consumer Needs in a Holiday Context

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Consumer needs can be categorised into different types, the categorisation being refered

to as ‘Needs Segmentation’. Six segments of needs are identified as follows:

1. Stimulation: (met by challenging, survival activities like mountain climbing, etc)

2. Status: (met by exclusive type provision such as high quality accommodation,

cuisine or ‘sophisticated’ environments like wine growing regions)

3. Control: (met by planned and predictable vacations, well organized services, etc)

4. Serenity: (met by holidays that ensure relaxation, integration with local people in an

easy-going environment away from touristy places)

5. Affiliation: (met by being close to family, friends, making repeat visits, informality,

walking about, sightseeing, easy activities)

6. Freedom: (met by modern vibrant atmosphere, entertainment, nightlife, resorts, etc)

Rural Holiday in Ireland

Rural holidays in Ireland primarily satisfy the needs in Segment 4, 5 and to some extent

they meet needs under Segment 1 also. Thus the combination in order of importance is

Serenity, Affiliation and Stimulation. These meet deep-seated requirements that are

unique and specific to the character of a rural holiday experience including:

- integration with nature - ‘typical experience’

- meeting people - peaceful natural environment

- isolation with friendliness - simple accommodation

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Opportunities for Investors, Businesses, Farmers, Individuals and Communities

in Ballyhoura Region

A lot of investment went into Ballyhoura. Fáilte Ireland supported the development of

approximately 30 National Looped walks in Ballyhoura over the last 3 years. Through

NDP Ballyhoura was supported in the development of the mountain bike park. The

providers in the area were supported through media & trade farm trips on a regular

basis.  Fáilte Ireland also supports the main walking and outdoor festivals each year with

marketing funding.

By end of 2011 there will be 140 trailheads equating to 280 quality, off-road National

looped walks around the country - Coillte, NPWS, Leader and local volunteers in rural

areas have established these walks with support from Fáilte Ireland. Along with a

network of 12 long distance routes which are improving all the time with the walks

scheme and rural recreation officer support, Ireland has a very good walking network.

The aim of walkers welcome is to work with local community groups such as Ballyhoura

to be pro-active in walking as well as tourism operators to realise the full potential of the

area and make it famous for walking holidays. Ballyhoura is a destination that can offer

facilities and services that cater for the needs of the walking visitor. This includes the

provision of a varied selection of walks, accessible walking information and other walking

opportunities such as festivals and walking clubs who put on regular walks in the area.

They can also provide local amenities such as shops, pubs, and cafes providing walker

friendly services including packed lunches, places to leave wet gear and visitor books.

The availability of approved accommodation (Hotels, hostels, B&Bs, camping&caravans)

that can cater for walkers needs and support from the investor community are key

requirements in ensuring the success of this initiative in Ballyhoura.

The existing tourism products are well development and supported, and while it’s

important to look to new tourism products to meet the needs of the future, attention

needs to be paid to services and accommodation where there is a gap.

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Maintain existing developments and maximise their potential. New areas for growth in

food tourism and education. Ballyhoura should also consider developing theme parks

based on the ‘Centre Parcs’ concept in the UK and Europe

Develop products for day visitors from Limerick and Cork while being careful with the

product mix so that Ballyhoura doesn’t become a destination solely for day trippers

Broadband coverage is still very poor in the area. More technology investment needed in

Ballyhoura

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Bibliography

Center Parcs website: www.centerparcs.co.uk

Donegal Language, Equestrian and Surf Centre website: www.donegallanguageschool.com

EUROPA – Enterprise, Towards Quality Rural Tourism: Integrated Quality Management, 1999

Fáilte Ireland (2010), Activity Product Usage Among Overseas Visitors in 2009

Fáilte Ireland (2010), Cultural Activity Product Usage Among Overseas Visitors in 2009

Fáilte Ireland (2010), National Food Tourism Framework

Failte Ireland (2009), Tourism Facts 2009

Fáilte Ireland (2010), Towards 2020: Future Tourism Demand Insights

Fáilte Ireland (2010), Visitor Attitudes Survey 2009

Prince Edward Island website: http://www.tourismpei.com/index.php3

The Gaeltacht Irish College and Adventure Centre website: http://uisce.ie/

Tourism Ireland website: http://tourismireland.com

Trail Kilkenny website: http://www.trailkilkenny.ie

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