anna connor mayo county council
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Development of Recreational Trails in County Mayo
“An Integrated Approach”
Anna ConnorMayo County Council
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1. Adventure Tourism – Cycling & Walking
2. Trail Development in Mayo
3. Great Western Greenway
4. Next Steps
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1. Adventure Tourism – Cycling & Walking
2. Trail Development in Mayo
3. Great Western Greenway
4. Next Steps
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Co Mayo
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Overseas Activity Tourism in Ireland
Worth
€1.2bn in 2011
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90% of Adventure Travel is ‘soft’ adventure…
Rock climbing
The ‘Hard Stuff’:
Caving
Archaeology
Walking
Fishing Bird watching
Cycling
Some ‘soft’ adventure elements:
Meeting thelocals
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Economic Contribution of Activity Tourism
High yield segmentSpend 45% higher than the
average overseas visitor
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Overseas Visitors Engaging in Active Pursuits (000s) 2011
776
181113
17866 72
Hiking/Cross-country
walking
Golf Angling Cycling Water-based Equestrian
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Trails Development in Mayo
Mayo – WALKING Capital of Ireland
Mayo County Walking & Cycling Strategy 2007
Integrated Tourism Planning – Access, facilities, networks
Trails Development Officer
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Mayo County Walking Partnership Group
Sub Committee of Mayo County Development Board Consists of representatives from the following :• HSE West• Mayo County Council• Údaras na Gaeltachta• Mayo Sports Partnership• Fáilte Ireland• Local Leader Companies• Erris Beo• Coillte• Community Forum• Chamber of Commerce
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Role of Trails Development Officer
• Coordinate the actions of the Mayo County Walking Strategy• Work in collaboration with Local Community Groups & local agencies• Liaise with local landowners regarding access• Identify funding streams / opportunities• Bundle and submit funding applications• Oversee projects from initiation to completion• Work with Tourism Organisations to promote all Mayo Trails• Publish information material – Brochures, Maps etc• Manage website and social media streams.• Attend Trade Shows
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Trail Development in MayoCurrent Status - 130 Approved TrailsIncluding Linear and National Loop Walks
Trail Categories:Woodland, Island, Greenway, Mountain, Coastal & Nature
50% of Trails are Multipurpose
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Types of Walking Trails in Mayo
•National Loop Walks - 30•Long Distance National Waymarked Ways - 05•Greenways - 05•Slí na Slainte - 05•Coillte Trails - 08•Community Trails – 60•High Level Walks
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Key to success of trail development in Co Mayo
1. Permissive Access Agreement
2. Insurance
3. Partnerships
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Maintenance of Trails
Current Situation:- Local RSS / TUS & FAS- Local Landowners who are in receipt of
payments in respect of the walks scheme- Local Community & volunteers- Local Authority Staff
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The Burrishoole Loop Walks some remarkable sites and scenery and special interest sites including Burrishoole Friary, Rockfleet Castle and the Salmon Lake, Lough Fiach
Landscape Photography by Images of Mayo (Eamonn McCarthy)
Burrishoole Abbey
Lough FiachRockfleet Castle
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“One of the most beautiful short walks on this Island”.... The IndependentMulranny Loop Walk
Bellacragher Bay from Crúcarragh, Cortún in the distance – Mulranny Loop Walk
Old Irish Goats Trawoughter Bay
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Achill Island
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Inishturk Island
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Tourmakeady Loop walk
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Clare lakeClaremorris
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Ceathru Thaidgh
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Bonniconlon Trails
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Great Western Greenway
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Lough Lannagh, Castlebar
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Old Irish Goat
Castlebar 4 Day walks
Mulranny Walking Weekend Nov 2010
Burrishoole Walking Festival
Walking – Offers huge tourism opportunities
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Walking Festivals & Events
• Castlebar International 4 Day Walks – 4000• Croagh Patrick Heritage Trail Walking Festival – 600• Achill Walking Festival - 1500• Mulranny Walking Weekends -1000• Westport Walking Festival – 700• Burrishoole Walking Festival – 700• Foxford Walking Festival - 500• Claremorris Walking Weekend – 200• Mayo in Motion Promotion - 1700
Annual Walking Festivals & Events currently attracts up to 11,000 participants annually.
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Adventure Activity Events• West of Ireland Womens Mini Marathon - 4000• Gaelforce West – 3000• Sea to Submit – 1500• Ballina Salmon Run Triathlon – 700• Race to Glory - 700• Blacksod / Kilmore Triathlon - 600• Harlequinn Duathlon - 700• The Moy Half Marathon – 500• Mayo Pink Ribbon – 500• Humbert Challenge – 300• Great Western Greenway 10k - 600• Achill Half Maraton -600• Clew Bay Half Marathon - 600• Land of the Giants Duathlon – 400• Ballinrobe Duathlon - 400• Louisburgh Half Marathon – 600
Adventure Activity Events currently attracts up to 16,000 participants annually
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National Policy Framework - Cycling
• A Strategy for the Development of Irish Cycle Tourism - Sustrans(Failté Ireland, 2006)
• Smarter Travel – A Sustainable Transport Future 2009
• National Cycle Policy Framework 2009
• National Cycle Network Scoping Study 2010
• Mayo County Development Plan 2008-2014
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European Cycling Tourism
Value of European Cycling tourism:
Cycling tourism is particularly popular in Mainland Europe – a key market for growth.
Key Markets – UK, Germany, France, Holland
Lucrative - Average spend per cycle tourist: €353 per trip
EuroVelo – Challenges and opportunities for sustainable tourism. European Parliament
€54bn
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Proposed Euro Velo Routes - 12 Premier Cycle Routes for Europe
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Cycle Tourism
• A Strategy for the Development of Irish Cycle Tourism - Sustrans(Failté Ireland, 2006)
NATIONAL CYCLE NETWORK
CYCLE HUB TOWNS
OFF ROAD FACILITIES
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Sustrans Report
RECOMMENDATIONS FOR WEST
• CYCLE HUBS:
Westport, Achill, Clifden
• LINEAR CYCLE ROUTES:
Galway – Sligo
• GREENWAY DEVELOPMENT:
Westport Town / Quay Westport / Achill
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Achill Cycle Hub
- -EDEN& - -The-Great-Western-Greenway-
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Westport Cycle Hub
- -EDEN& - -The-Great-Western-Greenway-
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Belmullet Cycle Hub
Achill Cycle Hub
Westport Cycle Hub
Killary / Westport Route
MAYO NATIONAL PARK
Ceide Fields
Clifden
NATIONAL MUSEUM
Ballina
Dephi
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Mayo Case Study
Great Western Greenway
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Westport
Achill
Mulranny
Newport
The Great Western Greenway
County Mayo
- -EDEN& - -The-Great-Western-Greenway-
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Greenway InnovationKey Features• Unique Class Walking & Cycling Facility
• World Class Holiday Attraction
• Smarter Travel Eco corridor
• Unique PARTNERSHIP with local landowners & Business
• Enabling platform for innovation, regeneration and enterprise
• National Success Story – first Greenway in Ireland
• Tremendously popular – 145,000 users in 2011
- -EDEN& - -The-Great-Western-Greenway-
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Funding PartnersInvestment €5.7million
Funded by:
• Dept of Transport, Tourism & Sport• Failté Ireland• Dept of Community, Rural & Gaeltacht Affairs
- -EDEN& - -The-Great-Western-Greenway-
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The Midland Great Western Railway
• New railway would assist Fishing and tourismindustries, combat unemployment and poverty whichwas rife in the West of Ireland.
• Built under the Light Railways (Ireland) Act by ArthurBalfour, Chief Secretary for Ireland
Arthur BalfourNewport Tunnel Railway Workers
Newport Viaduct • At construction peak in 1891 there were 1,313employed who laid 7,000 tons of rail
- -EDEN& - -The-Great-Western-Greenway-
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• The railway facilitated the decline of the areaspopulation and closed in 1937. Newport Viaduct
• The line has impressive engineering (tunnelsand viaducts) and passes by some of the mostidyllic scenery in Ireland
Westport Viaduct
The Washing
Pool Bridge Bunahowna
• The railway was built by Robert Worthingtonfor £110, 000 and opened in 1894
Newport Tunnel
- -EDEN& - -The-Great-Western-Greenway-
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DERELICT RAILWAY 2009
- -EDEN& - -The-Great-Western-Greenway-
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The Great Western Greenway commenced in April 2009 with permissive access from 161 landowners 2009
- -EDEN& - -The-Great-Western-Greenway-
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Pavement Construction
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Major Bridge Links
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Signs
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NRA KILBRIDE
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Great Western Greenway is a major success
- -EDEN& - -The-Great-Western-Greenway-
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Ministerial Visits
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Official Openings 2010 and 2011Phases 1 and 2
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Users on Great Western Greenway
0
20000
40000
60000
80000
100000
120000
140000
2010 2011 2012
PEDESTRIANSCYCLISTS
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User Profile (based on survey of 700 users)
• All Age categories (38% in 31-49 age bracket)
• Predominantly Cyclists (78%)
• Origin: (Ireland 84%, Overseas 16% (UK 9%)
Ireland - Mayo (30%), Dublin (25%)
• Very popular with families (60%)
• 54% hired bike
• Average daily spend €62/person/day
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Amenities Requested• Toilets
• Water Stops
• Rain Shelters
• Seats and Tables
• Signs (Distance & Interpretative)
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New Packages –Gourmet Greenway
Sean Kelly & his gold medal winning Black Pudding
- -EDEN& - -The-Great-Western-Greenway-
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Activities along Greenway
- -EDEN& - -The-Great-Western-Greenway-
The Greenway brings these activities together, thereby creating a better package
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Electric Escapes provides packaged guided tours around Clew Bay combining culture, food and activity experiences
- -EDEN& - -The-Great-Western-Greenway-
Investment: €5.7m
User Numbers: 175,000 users in 2012
Employment: 38 New Jobs & supporting
56 existing jobs.
Economic Benefit: €7.2 million to local
economy (€2.8m - overseas visitors
New Businesses & Creative Services
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New Business & Creative IndustriesThe Blue Bicycle Tea Room, Newport town
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The Greenway Café, Mulranny
New Business & Creative Industries
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Yvonne’s Cottage,Rosturk, Mulranny
New Business & Creative Industries
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Greenway Gifts
New Business & Creative Industries
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”The Greenway has become such a part of Kelly's Butchers that we've created a new pudding just for it… Kelly's Greenway Pudding“
Seán Kelly, Kelly’s of Newport
New Branded Products
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Cross Selling Activity Packages
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Great Western GreenwayNational & European Awards• EDEN - 2011 recipient of the International European
Destination of Excellence award. • LAMA – 2012 winner for best Recreational Facility • LAMA – 2012 winner for best Tourist Attraction • LAMA – nominated for Council of the Year • Meitheal Award Winner 2012 – Great Western Greenway
Landowners• The Irish Times InterTradeIreland Innovation Category
Award Winner 2012.• CIWEM – 2012 Irish Environmental Award (Chartered
institution of Water and Environmental Management• Exemplary Initiative Award by the European Greenways
Association
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LAMA AWARDS - 2012
Irish Times Innovation Award -2012
Irish Times Innovation Award -2012
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Clew Bay Oysters and Black Pudding
Greenway Destination - Strategic Marketing Plan
- -EDEN& - -The-Great-Western-Greenway-
Mulranny Futures / Tourism / Environmental Groups Market
Num
ber
Great Western Greenway Marketing Plan
2011 - 2013
Irelan
d
NI
/ UK
Ger
man
y
Fran
ce
2010
2011
2012
2013 Comments
MKTG 0 Marketing; ● ● ●
MKTG 1 Develop Walking Brochure ● ● ● Developed as a marketing tool to promote walking in area.MKTG 2 Great Western Greenway Opened & Launched Off road cycling trail.Presently from Mulranny to NewportMKTG 3 Develop Walking weekends off-season Increase tourism to the area during off seasonMKTG 4 Links Between Local Businesses ● ● Essential to enhance tourist stay in the area. OngoingMKTG 5 Christopher Somerville Walking Guidebooks ● ● Feature in this guidebook as an attractive walking destinationMKTG 6 Irish Times Go Magazine Greenway and goats are good story for this magazineMKTG 7 Outsider Magazine Aug/Sept Issue (walking based) 1/4 page advertMKTG 8 Outsider Website 1 Months (aug) advertising on outsider.ie & spoke.ieMKTG 9 Email Walking Groups Email Walking groups Mulranny Walking brochureMKTG 10 Place Walking Brochures in Tourist Offices Distribute current walking brochureMKTG 11 Link with Co Council walking officer ● ● Link with Anna Connor so to develope and advertise as walking MKTG 12 Link with Failte Ireland & Tourism Ireland ● ● To benefit from the previously mention strategies develpoed by MKTG 13 Promote Walkers welcome with Failte Ireland & Tourism Ireland Is a walkers welcome destination so promote this on both MKTG 14 Develope a charity event in the domestic Market ● ● Develope a charty walk in aid of Croi in 2011MKTG 15 Deveope a charity event for the foreign market ● ● Develope a charity walk in aid of uk and european charityMKTG 16 Launch a new Mulranny website ● Advertise on and create vital links within community & tourism MKTG 17 Lonely Planet Website & Guidebooks ● Advert in both as this will benefit the international marketMKTG 18 Develope links and advertise within routes from Galway & Knock Airports Broaden knowledge of area to potential visitors
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Marketing Innovations
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RTÉ ‘Tracks & Trails’ programme
April 2010 – 300,000 viewers
December 2011 – 340,000 viewers
December 2012 – 400,000 viewers
Domestic Television Coverage
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Winning Streak – National Lottery Programme
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PRINT MEDIA
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Mayo in Motion Promotion• Walking Leader Training• Walking & Clycling Leadership Training• Engage with local groups in terms of organising
both walking & cycling events.• Nordic Walking Demonstrations• Fit walking Clinics• Walking Seminar• Feature some of the local trails now available• Promote www.mayotrails.ie
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The Adventure Weekend at the RDS
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Websites
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1. Adventure Tourism – Cycling & Walking
2. Trail Development in Mayo
3. Great Western Greenway
4. Next Steps
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GREEN PATROLACTIVITY SERVICES CENTRE - MULRANNY
Toilets and Shower Facilities, Customer Services, interpretation, Green Patrol
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Wild Atlantic Trail – Westport/Delphi/Leenaun
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Belmullet Cycle Hub
Achill Cycle Hub
Westport Cycle Hub
Killary / Westport Route
MAYO NATIONAL PARK
Ceide Fields
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Suspended Rope Bridges
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Kapalua Suspension Bridge
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Mayo Adventure Bridge
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Blueway – Pilot Project
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StillsThe Blue Way
A trail along the coastline that links water recreational activities.
These include; kayaking, snorkeling, surfing, stand up paddle boarding, sailing, fishing
A Brand and product to marketing Ireland as a world class destination to experience water trail
Variety of marine life and experiences
Variety of historic and culture experiences
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Wild Atlantic Way
Malin Head – Kinsale2,00km
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Thank You
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Contact Details:
Anna ConnorWalking & Cycling Development OfficerMayo County CouncilCedar BuildingMoneen CastlebarCo MayoTel: 094 9047545Email: [email protected]: www.mayotrails.ie