The Role of Local Authorities in Promoting Tourism

Martina MoloneyGalway County Manager

Importance of Tourism

Revenue generated nationally

Where are the visitors going to?

Visitors to the West 2009

Galway attracts 70% of visitors and 71% of Tourism revenue

Origin Revenue % of Total

Overseas Tourists 146.3 million 55%

Domestic tourists 114.3 million 43%

Northern Ireland 5.3 million 2%

Tourism Revenue in Galway

Overseas visitors to the West

Overseas visitors- where they stay

Getting around

Key attractors is place, people and culture - We need to establish Galway as the key Outdoors, Recreational and Activity Destination

Who’s job is it? Know your product, manage accordingly! Identify Gaps What are emerging trends/markets eg activity-based

tourism..what do tourists want?? United, integrated approach, both within the Local

Authority and working with other relevant agencies, eg Failte Ireland, OPW, Communities, Coillte, Waterways Ireland

Framework:County Development Plan – Supportive of appropriate development

Infrastructure – Access, Marine facilities, Marketing: Constantly selling message

What Local Authorities need to do?

Play to our strengths Information Provision - Use of www.galway.ie as a key

information tool Use of New Technology: i-phone Apps, Audio tours etc International Promotion, supporting Tourism Ireland Working with Fáilte Ireland to prepare and implement

Destination Plans: Events and Festivals Support for Events and Festivals 30+ Events and festivals

supported Support for Community Tourism projects Funding for Arts Activities Heritage Projects…Ireland Reaching out Diaspora Project, Athenry

Walled Towns, Graveyard mapping project

Examples of initiatives being implemented by Galway County Council to support Tourism promotion

Activities ‘Greenway’ Project and Cycling Routes Downloadable Audio Walking Tours Urban

Walking Tours eg in Athenry, Ballinasloe, Gort, Loughrea, Portumna, and Tuam

Downloadable Audio Driving Tours – East Galway

Heritage Audit of Lough Derg Looped walks Signage Beaches/Green Coast Awards: activities Piers and Harbours/Marinas Support for Tidy Towns and Village renewal

Sports Events◦ Feile na Gael 2011◦ Tour of Connemara Cycle 230 participants ◦ Run Connemara – for the first time ever, a World

Championship Sport Event will take place in Connemara in 2011 The International Association of Ultra Runners (IAU) World Trail Championship –Run Connemara held on July 9th

◦ Ironman◦ Loughrea 10K

Hosting Conference on Outdoor Sports & Recreation-Tourism, Economic and Lifestyle May 17-19, 2012

Volvo Ocean Race

Initiatives supported(not always cash)

Cliffs of Moher Waterford Crystal Lough Key Forest Park Wicklow Goal The Mayo Greenway Foynes flying boat Museum Dundalk Town Museum Wexford Heritage Park

Significant history of Local Authority investment in Tourist facilities

Galway Film Partnership: ‘Screenwest’ Initiative to attract more Film Companies to use

Galway as a location for Film Production(€220m spend in 2010)

Showcase potential areas for film location Streamline process for film-makers re permitting

etc. Liaison with Production companies and film scouts:

Familarisation visits International exposure eg ‘The Guard’ 2009: 18% of all tourists cited film as reason for

visit..(income generation estimated €312m)

Marketing

We have the Product We need the income Its everyone’s business! Working in partnership…including with

Failte Ireland Focus on appropriately managing and

developing the product Supporting the local business Harness networks in Ireland and abroad PROMOTION

Conclusion