Post on 12-Jul-2015
The Vision
“Armagh to be a standout short break, cultural destination in Ireland with the island’s oldest city, at its heart, offering an exceptional small, historic, city visitor experience comparable to the best in Europe.”
The Aim
To grow the value and volume of tourism in such a way that stimulates economic development, supports employment and enhances the quality of life.
Tourism trends - International
Culture as difference Authentic heritage Well-being Entertaining Short break Year round
Tourism trends - Ireland
Heritage and culture Speciality sports Ancestral tourism Sense of place – people and
landscape Short break
Tourism trends – Current volume/value
£30m per annum 120,000 tourist trips (305,000
bednights) but 72% SFR, 28% commercial accommodation
350,000 day trips Dependent on non-discretionary low
spend
Tourism trends – Current volume/value
Frustrated demand due to: Poor accommodation base Weak appeal of city centre Awareness/Marketing Appeal of attraction base Limited tourism infrastructure
Markets
Existing: Visiting friends and relatives Coach Older couples
Change to: Short breaks Younger professionals Families
Marketing strategy
Ireland’s Oldest City
Working together – private/public
Product development
Creative presentation…
Marketing strategy Web, PR, Guidebooks
Quality Visitor Information
Good Visitor Experiences
Partners TI/NITB
Invest in Research
Navan/Emain Macha
Lively cultural/heritage venue Expanded archaeological park Origins/roots ‘An’sis-Tar’
focus/The Irish – who are we? Living history Entertainment £1.6m capital investment New partnership
St Patrick’s Trian
National centre for arts and crafts
Stimulus of economic development
Catalyst for High Street/Market Square regeneration
New partnerships
Loughgall
Heart and hub of rural tourism programme
Events venue Potential for enhancing
visitor centre Country house hotel New partnership
Events
Signature events essential
Clear criteria for success St Patrick – World Class Apple blossom Traditional Christmas Georgian days Speciality sports
New partnerships
Organisational approach
Destination focus Private sector buy-in and strategy group Community support Task and finish groups New partnership
Internal External
Staff and finance
Staff New role for Council staff
Strategically Operationally
Training implications Greater destination focus Emphasis on facilitating coordinating and
managing More focussed use of Living History and
Education teams
Staff and finance
Funding Capital investment for Trian and Navan Ongoing commitment to facilities and events Leverage with partners (including NITB) Stimulate private sector activity Develop new partnerships