THE FUTURE OF RURAL AREAS TO 2031 TOURISM AND RECREATION

Revised 20/12/2010

A RESPONSE TO THE PAPER PREPARED BY TONY LENEHAN – FAILTE IRELAND

SLIDE 1

I am a Director of Environment and Natural Resources within URS Scott Wilson Ltd. I am a Landscape Architect by profession who over the last 30 years has worked on a wide range of Tourism Projects and Studies throughout the UK and Ireland. I certainly do not consider myself to be an expert, but hopefully have a practical commonsense approach to to-days tourism and recreation challenges.

I am not a complete stranger to the Ballyhoura area, in 2003 I was involved in the Ballyhoura Development Strategy - Attraction Clusters for Recreation and Heritage.

My response to-day sets out to challenge and question some of the assumptions in Tony’s paper and I hope it provides you with some thought provoking ideas that will help stimulate our discussions later.

Some of the comments that I will make are based on my own professional experience, some from my own experiences as a Tourist and others from my business background and what I have heard to-day.

THE STRUCTURE OF THE RESPONSE

SLIDE 2

Tony’s paper is indeed very comprehensive and I have not attempted to comment on every aspect of it. Within the given time limits I have chosen to comment on three particular aspects of the paper.

• The Market - Risks• Destination Determinants• Tourism Products

This does not imply that other aspects such as Product Services & Delivery of a Quality Rural Tourism Experience are any less important.

HOW CERTAIN IS THE MARKET

SLIDE 3

I am a firm supporter of market led development. However, at this time of real economic uncertainty should we not be taking a step back and undertaking a review of what the market really is going to be like in the next 5 years? There are I believe many risks to be considered all of which could impact on rural areas.

How many businesses, indeed governments anticipated the current global economic crisis in their forward plans? Is this a blip or are there going to be fundamental changes to the Tourist Market. Is the projected growth really sustainable? Will rural Ireland benefit from growth in India, China and the Americas?

How many airlines had anticipated the disruption associated with the Icelandic Ash Cloud? What other major environmental events are around the corner?

We know the impact the 9/11 bombings had on global travel and tourism industry. The threat of major repeat events remains severe.

A pandemic health issue remains a constant possibility.

The recent foot and mouth outbreak had a huge impact on rural tourism in GB.

We live in more uncertain times. Should we be reviewing the market with these issues in mind, or is it sufficiently robust not to impact on rural Ireland. We perhaps need to go back to the near future (5 years).

CAN WE RELY ON DEMOGRAPHIC PROJECTIONS LINKED TO PARTICULAR BEHAVIOURAL PATTERNS TO PLAN OUR FUTURE

SLIDE 4

We know people are living longer and are in general more active, but will they have the disposable income necessary to travel more frequently, stay in hotels and take part in expensive activities such as golf?

The pension issue has the greatest potential to change our whole outlook in terms of expenditure. We will all have to save more and spend less. This issue is likely to have the most significant impact on rural areas as it is the older age groups that have been identified as the main market group.

Increased costs of education and healthcare will also impact on disposable income.

I will be 79 in 2031 and I have been thinking hard about whether I will be able to afford to visit Ballyhoura for an autumn activity break with my wife and extended family!

Finally, will the Irish population actually grow as projected, growth being based on higher birth rates and inward migration?

SLIDES 5 & 6 – Climate Change

Since there is so much uncertainty as to what is likely to happen, planning a future on Ireland having a Mediterranean climate is high risk indeed.

One of the national newspapers recently prepared a rather tongue in cheek manifesto for government. It had as a top priority - Global Warming. It identified the benefits of us having a warmer climate and suggested tax breaks for owners of 4x4’s and new taxes on cycling helmets and lycra. Other impacts such as rising sea levels, food shortages and social unrest were discounted.

I would argue that we should in the Tourism Industry, have environmental sustainability at the core of our strategy going forward.

This should consider, transport energy, locally sourced food, recycling, and environmental enhancement and more sustainable use of our natural resources.

At present green products are considered to be expensive, however I would suggest that in time there will be competition between services providers as to who is the greenest.

INTERNAL COMPETITION

SLIDE 7

This issue is not raised by Tony in his paper however it is one I think is worth considering to-day. It seems to me that there is too much internal competition and not enough strategic sharing.

Counties compete with counties, sub-regions with sub-regions. Often it appears they are competing to provide the same products to the same visitors.

Surely it is all part of Ireland Inc.

Visitors, I suspect, don’t recognise administrative and other boundaries.

We need to do more to co-ordinate tourism products across Ireland and focus on the market needs. The alternative is a fragment uncoordinated product offer.

WHAT SHOULD THE RESPONSE BE TO THESE RISKS

SLIDE 8

We must not sit back, cross our fingers and hope things will return to normality.

It is recognised that some of the best businesses have emerged from recessionary times in the past. Innovation is really the ability to change and challenges as an opportunity.

I am suggesting that we need to really re examine the market, is it real, is it changing? What new ideas and innovation can we introduce to bring some certainty back?

At this time we should I think also be assessing the capacity of the community environment and infra-structure to accommodate visitors and making and planning to make appropriate changes (such as training).

We should be planning a new truly sustainable future based on sound social economic and environmental principles.

Eco Tourism products are the saleable part of sustainable tourism. What new ideas are out there.

DESTINATION DETERMINANTS

Are we really as friendly as we think we are

SLIDE 9

I want to take a few moments to focus on the top two destination determinants people and landscape.

Does our friendliness still come naturally or are we going to have to work at it?

Do we know enough about our cultural heritage and environment to properly inform and advise our visitors?

Are we relying on direction signs, interpretative panels and centres too much?

Do we want technology to take over?

The best experience surely comes from well informed local people who know more than the topic in question.

(I would like to take a few moments to tell you about my experience at Slieve League, Co Donegal.)

Remember the earlier measure that 83% of Ireland’s wealth is human and social capital. We mustn’t forget this, but we also must work to develop it.

DESTINATION DETERMINANTS

Is our scenery as good as others suggest and are we really looking after it

SLIDE 10

Are we looking after and protecting our landscape as well as we should? Is it at risk?

We have recently completed some work in the Shannon Region, assess the Vulnerability of the Landscape to change and I would suggest that this is an exercise rural areas such as Ballyhoura should undertake. It involves recording and mapping Visual Quality, Ecology and Archaeology, the combined information determining the most vulnerable areas. This information can be used to inform decisions regarding the type, location and form of new developments.

We must reconcile the clear demands and opportunities for renewable energy with a wide range of social economic and environment issues, in particular protection of the asset that visitor value – the landscape.

ARE THERE NEW DESTINATION DETERMINANTS OUT THERE

SLIDE 11

As Tony points out in his paper, Ireland in general is perceived as a rural destination, but so also are Scotland and Wales.

I would like to put forward three new potential Destination Determinants for consideration, that might help set our rural areas apart.

1. “Value for Time”

Integrated or joined up visitor experiences. Products grouped together by one service provider based in a rural context.

2. “Green Perception”

Sustainability embedded in every aspect of the visitors experience, travel, energy, food, buildings, and environment.

I am also suggesting a third new measure based on what I have heard this morning.

3. “Happy Planet Index” which should focus on a measure of the visitors’ interaction and evaluation of the well being of the community.

TOURISM PRODUCTS

Can we make more of what we have

SLIDE 12

FoodFailte Ireland have successfully focused attention on the importance of food in the visitors experience and particularly locally sourced produce.

Food Harvest 2020 includes key objectives related to Thinking Green – sustainability; biodiversity; umbrella brand and environmental credentials.

In rural areas the experience could be further extended by providing visitors with the opportunity to participate in food production on our farms

Might these farms be organic?

Farmers need to be more innovative.

This approach is about the experience of what I have done, as opposed to what I have bought.

EnvironmentDo we make enough of the coast beaches inland waters mountains and recognise their importance to tourism? Facilities information and things to do are often not provided.

There are very few places in Ireland where the visitor can have a quality wildlife experience in the countryside.

Many other countries have very strong wildlife tourism offerings as either a main reason for the visit or an enhancement of a wider holiday.

Our landscape consists of many layers, the underlying geology, the geomorphology, the impact of man through the various ages. Could we do more to reveal this?

Could we get visitors involved in research including real archaeological digs. Again what I have done as opposed to what I have bought.

TOURISM PRODUCT

Can we make more of what we have

SLIDE 13

WalkingWhat are the opportunities for long distance routes? Croagh Patrick to Downpatrick.

Are shorter day loop walks more beneficial to the rural community?

Cycling In the UK the National Cycle Network is a fantastic asset and the tourism industry is benefiting from designated routes such as C2C and the Way of the Roses. Can Ireland compete with this?

Key issues are the lack of off road cycle ways and of course the danger of cycling on main roads. In Ireland, can we develop long distance cycle routes such as S2S (Source to Sea) along the Shannon, or should we focus on local looped routes using minor roads?

Cycling to be shared by visitors and the community.

Extreme SportsI would sub-divide extreme sports into self propelled and motorised

Do we really want noisy machines disturbing the peace and tranquillity of our rural environment?

Self propelled activities – white water rafting, canoeing, zip lines, adventure parks rely on the natural environment and the energy of the participant.

Zoning or banning?

Ballyhoura needs to build on its mountain bike product with other non motorised extreme sports e.g. “Zip lines”.

TOURISM PRODUCTS GATEWAY

SLIDE 14

Recent work on the Gobbins Cliff Path Project in Co Antrim identified the opportunity to develop a visitor centre that did much more than service the Cliff Path.

The visitor centre will not be situated at the site but rather in the nearby village.

It will function as both as a visitor and a community centre – shared and sustainable.

Locally recruited guides will take visitors around the site.

Local businesses will run the bus service, the café and shop.

Information and booking facilities for other products in the area will be a central feature.

Is this a model for rural areas? A means of capturing the independent travelling visitor?

CONCLUSIONS

SLIDE 15

2031 is a long way away.

Plan the future in an integrated sustainable way. Food, Energy, Services and Tourism joined up as a single product.

Review the risks associated with changes in the market.

Examine the capacity of the community, facilities and infrastructure to accommodate visitors. Address deficits such as training (Knowledge of the area).

Undertake a vulnerable landscape study in order to protect the asset but also give direction to new development.

Be friendlier and better informed hosts. Seek to score highly on the “Happy Planet Index”.

Share products and experiences outwith the region and county boundaries.

Provide a range of activities and experiences in a coherent joined up product offer – value for time.

Embrace sustainability in every aspect of the rural community and environment. Including buildings transport energy bio-diversity and recycling. Green perception. Make this a destination determinant.

Identify a gateway project that links visitors with the wider area and community. Share facilities and services with visitors.

Use the current market uncertainty to develop new innovative products and services.

I trust that this response will help contribute to the debate and ultimately help Ballyhoura Development achieve its mission and help guide investors, businesses, farmers, individuals and communities.