Ballyhoura Presentation 2031 -Dr. Tony Lenehan

TOWARDS 2031

A Tourism / Recreation Perspective for Ballyhoura Country

Dr. Tony Lenehan

Key Questions

• What does the future hold for the development of Tourism / Recreation in rural areas?

• What are the opportunities for rural areas, particularly for the Ballyhoura Development area?

Fáilte Ireland • National Tourism Development Authority

• Established May 2003 …..amalgamation of Bord Fáilte (1956) and CERT (1963)

• Offers tourism professionals and service providers a wide range of support services at local, regional and national levels

• Works in partnership with Tourism Ireland (who promote Ireland as a holiday destination to overseas markets) and the Northern Ireland Tourist Board (responsible for tourism development and marketing in Northern Ireland)

Fáilte Ireland

• Leads an extensive domestic holiday campaign via www.DiscoverIreland.ie

• Responsible for....... Enterprise Development Product Development People Development Regional Development Market Development

http://www.discoverireland.ie/

Tourism Value Chain

ConsumersDestination Products/ Services

KeyStakeholders

• Profile

• Needs

• Sources

• Marketing / Promotion

• Based on Success

• Relevant and Appropriate

• Criteria for Performance

• Identity

• Community

• Investors

• Providers

• LEADER

• Local Authorities

• Ballyhoura Dev.

Research / Data Management



EFFECTIVE TOURISM / RECREATION MODEL

1989 vs 2009

The Consumer Matrix

Overseas Visitors Engaging in Activities

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

Demographics

Figure 1: Population Projection up to 2031 (000’s)

Trends in Ireland's Age Distribution by Cohort

Population (000's)

0-14 15-24 25-44 45-64 65+ Total

2006 865 638 1,343 924 462 4,233

2011 957 590 1,552 1,050 536 4,686

2016 1,050 587 1,647 1,165 646 5,095

2021 1,116 624 1,639 1,303 770 5,451

2031 1,195 717 1,643 1,571 974 6,000

Implications

Trends Impacts Substantial growth in overall size of domestic market

the population to expand to 6 million by 2031domestic trips will rise from 10.4mn - 12.1mndomestic holiday trips increase to 5.4mn – 6.3mn

Large increase in older age groups (50+ and 65+)

increased demandheterogeneous groupmore short breaksestablished habits persist:

•more demand for culture/heritage attractions•increased interest in health and spa holidays•increased demand for hotels

some increase in off-peak holiday takingincreased participation in activitiesproduct design matters more: - access, location, visuals, acoustics, etc.

ImplicationsTrends Impacts

Increase in 0-19s

(0-14s to peak by 2023)

continuing demand for family holidaysincrease in activity-based holidaysdemand for self-catering options, but with comfortsinterest in new and extreme sports will grow

Smaller families, & non-traditional structures

increase in inter-generational / multi-generational partiesgrowth in adult parties without children

More single person households

increased demand for products catering to single people of all ageseducation, culture and interest based holidays for older age-groupsactivity, adventure, exploration holidays for younger agescombinations of the above for middle aged singles.

Growth in women specific holidays

demand for products that meet the needs and interests of women in safe, secure environments.

ImplicationsTrends Impacts

Time pressure further increase in trip and holiday ‘snacking’total relaxation -v- ‘packing as much as possible in

Globalisation,Accessibility,Authenticity,Image & Brand

we will be able to draw tourists from further afield we will face more competitionneed a clear sense of what it means to be Irish and what

makes us different, otherwise it is ‘me too’ time

Culture & Heritage

demand grows with education and incomeit means different things to different people – what will we offer is it our only key differentiator

Climate Change more focus on sustainable tourism management policies

Tourism Value Chain


KeyStakeholders

• Profile

• Needs

• Sources





• Identity

• Community

• Investors

• Providers

• LEADER


• Ballyhoura Dev.





Key Destination Issues

Destination Branding

• Brand Element Mix

• Brand Identity

• Brand Image Building

Products and Services Consumer Satisfaction Feedback

• Serviced Accommodation• Self Catering Accommodation • Food Services • Internal Transport• Historical & Cultural Attractions • Activities

Towards a Quality Rural Tourism Experience

• Marketing and Communications• Welcome, Orientation and Information• Accommodation• Local Produce and Gastronomy• Attractions and Events• Countryside Recreation• Environment and Infrastructure• Partnerships• Community Involvement

Implications for Future Products / Services in Ballyhoura

• Rural Experiences• Family Fun• Day Trippers• Spa & Wellness• Spiritual Tourism • Self – Catering (up-market)• Learn to..• B&B Accommodation• Internationalisation • Food in Tourism• Traditional Entertainment• Product Categorisation• Transport (access/internal)

The Domestic Glamping Market

• 309,000 domestic C & C trips taken in 2009

• Accounted for 1.5 million bednights

• With an average length of stay of 4.9 nights

• Equates to 4% of all domestic trips and 6% of all domestic bednights

International ‘Glamping’ Market

• 1% of all overseas bed-nights

• Key source markets: Mainland Europe and Britain

• 56% arrive by sea

• Almost two thirds (65%) use a car while in Ireland - 50% bring their own car

• Arrive June - August and stay 1-2 weeks

• More than half are first time visitors

• White collar workers

• Almost half (44%) are travelling as part of a couple and more than a quarter are aged under 25 years of age

• South West most popular region

Food In Tourism

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

Education

• Emerging markets

• Activity and learning

• Language Programmes

• Learn to .........

Activity and Learning

Activity and Learning

Culture and Heritage

Outdoor Activities

Outdoor Activities

Consumer Needs Segmentation

• Stimulation• Status• Control• Serenity• Affiliation• Freedom

Consumer Segmentation - Ballyhoura

1. Stimulation2. Serenity3. Affiliation

• Freedom • Status• Control

- Integration with nature- Meeting people- Isolation with friendliness- ‘typical’ experience- Peaceful natural environment- Simple accommodation

Tourism Value Chain


KeyStakeholders

• Profile

• Needs

• Sources





• Identity

• Community

• Investors

• Providers

• LEADER


• Ballyhoura Dev.





Tourism / Recreation landscape 2031

• Demographic Developments

• Product / Services Portfolio

• Market Demands and Needs

• Environmental / Eco Trends

• Market and Customer Profile

Opportunities for Investors, Businesses, Farmers, Individuals and Communities

• Existing tourism products – consolidation / growth

• Future tourism products - new areas of potential• Products for day visitors – optimise product mix • Technology and Social Media• Data Research / Monitoring • Tourism Supports (transport, signage, access,

etc)

TOWARDS 2031

Thank You