5. Introduction
This paper considers demographic and market trends in relation to tourism in general
and rural tourism in particular. It then goes on to identify possible directions for the
future in rural tourism and give best practice examples of tourism products.
Tourism Performance in 2009
Expenditure by visitors to Ireland (including receipts paid to Irish carriers by foreign
visitors) was estimated to be worth €3.9 billion in 2009, this represents a drop of 19%
on 2008 (Failte Ireland, Tourism Facts 2009)
Overseas tourist visits to Ireland in 2009 fell by 12% to 6.6 million. Tourist numbers
from Britain declined by 15%, Mainland Europe fell by 9%, and North America decreased
by 6%, due to the global economic downturn and unfavourable exchange rates with the
euro.
The fall of 12% in tourist arrivals to Ireland compares to a drop of 4% in world arrivals
as reported by the World Tourism Organisation. International tourist arrivals in Europe in
2009 showed a drop of 6% when compared to 2008 and Northern Europe, which
includes Ireland, declined by 8%.
Activity Product Usage among Overseas Visitors in 2009
Hiking/Cross-Country Walking
Over 800,000 overseas visitors claim to have gone hiking/cross-country walking in 2009.
However, the number who walked off-road, for more than 5km on average, is 388,000
and they spent an estimated €183 million. Holidaymakers who stated that walking was
an important factor in their choice of Ireland as a holiday destination number 366,000
and they spent an estimated €215 million while in Ireland in 2009 (Fáilte Ireland,
Activity Product Usage Among Overseas Visitors 2009)
Cycling
An estimated 114,000 overseas visitors engaged in cycling while in Ireland in 2009, and
accounted for €97 million of overseas visitor spend.
5
6. Summary of Overseas Visitors Engaging in Activities in 2009
Activity Important in Choice of Ireland
Overseas Spend in Ireland Overseas Spend in Ireland
Participants (€mn) Holidaymakers (€mn)
(000s) (000s)
Hiking/Cross 830 494 366 215
Country Walking
Golf 143 110 74 59
Angling 132 105 60 43
Cycling 114 97 42 29
Equestrian 46 27 16 11
Cultural Activity Product Usage among Overseas Visitors in 2009
In 2009 an estimated 3.3 million overseas visitors engaged in cultural activities while in
Ireland, including visits to places of historical/cultural interest and gardens, attending
festival/events and tracing roots/genealogy. Visitors who engaged in these activities
spent an estimated €1.9 billion in 2009 (Fáilte Ireland, Cultural Activity Product Usage
Among Overseas Visitors 2009)
Cultural/Historical Visits
An estimated 3,045,000 overseas visitors engaged in cultural/historical visits while in
Ireland in 2009. Mainland Europe is a key market for this product, accounting for 45% of
those visiting cultural/historical attractions. Historical/cultural visits comprise the
following:
Houses/ Monuments Museums/ Heritage/ Gardens Genealogy Spas Festivals /
Castles Art Interpretive Events
Galleries Centres
Overseas 2½ 2.1 million 1.7 million 1 ½ million 1.3 122,000 118,000 376,000
visitors million million (Britain – (over half
to Ireland most of these –
in 2009 important British)
market for
this activity)
6
7. Demographic Developments
Demographic developments have always had a significant impact of the scale, pattern
and shape of tourism demand. The structure of societies are continuously changing and
for both public and private organization working in tourism, it is essential to know what
changes are coming in order anticipate and react to them in the most competitive way
(Fáilte Ireland, Towards 2020: Future Tourism Demand Insights)
Demographic Change in Ireland
The domestic market has become an increasingly important source of business for the
Irish tourism industry and now accounts for just over 25% of total tourism revenues.
Within the domestic market the most notable trend over the last decade has been the
significant increase in usage of hotels and a shift away from guesthouses and
B&Bs. The domestic market now accounts for approximately two-thirds of all hotel bed
nights sold annually. Another big trend was the dramatic increase in the number
of trips taken by people aged 50 years and older. Their share of the market now
stands at 42% whereas they account for 26% of the population. Other notable trends
include increased trip frequency but with falling lengths of stay; greater participation in
activities while on holidays; and strong growth in the average spend per trip. This
section looks at how these trends are likely to evolve over the next ten years.
Population Growth
Figure 1 show that the national population is going to grow strongly over the coming
years. By 2021 the population is expected to be 5.4 million, up 20% from today’s
population of 4.4 million. CSO projections suggest that by 2026 the population will be
5.7 million driven upwards by relatively high fertility rates combined with inward
migration.
7
8. Figure 1: Population Projection up to 2026 (000’s)
With such a big rise in the Irish population there will be a corresponding increase in
tourism demand However, the nation’s age profile set to change significantly and with it
the pattern of demand.
Age Distribution
Of all the demographic factors, age is the one most often cited by commentators as
having a determining influence on travel preferences and our population is getting older,
albeit at a slower rate than the rest of the developing world.
Population projections show that each of the major age cohorts will change in different
ways over the coming decade and beyond. These changes are summarised as follows:
The 0-14 years cohort will increase from the over the medium, by 2021 there will be
1.1 million in this age group, a growth on 17%.
The 15-24 years cohort will actually dip during the next decade before returning to
its former size of some 0.6 million.
The 25-44 years cohort will increase from 1.5 million today towards 1.7 million over
the next 10 years before declining back to 1.5 million. By 2021 it will 6% above
today’s size.
The 45-64 years cohort will grow strongly from the present number of 1.0 million to
8
9. reach a projected 1.3 million in 2021 and in will continue to grow in size over the
longer term.
The 65+ cohort will exhibit the highest level of growth, rising from 0.5 million to
0.9million in 2021, an increase of 44%. This cohort also continue to grow in size over
the longer term.
In terms of age dependency ratios, we are moving from a situation today where there
are three people of working age to every pensioner to a ratio of 2:1. The further
forwards the ratio is calculated the worst it gets.
Demographic Developments – Internationally
Population Growth
The world’s population is set to rise from 6.9 billion now to 7.8 billion in 2020 (up 11%)
and reach 8.3 billion by 2020 (+20%). While the world population will grow by 0.9 billion
people over the next 10 years, Europe’s population is expected to remain static as all
other regions increase their population base.
Figure 2: World Population 1990-2020 (000’s)
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
-
1990 2000 2010 2020
Africa Asia Europe Latin America Northern America Oceania
9
10. This global population increase should boost tourist numbers significantly. And as
economies get richer then more people can afford to travel. The predicted increases in
wealth in future years will allow ever more people to engage in overseas travel.
In terms of regional location, the relative decline in importance of the West in population
terms is well flagged. Europe’s proportion of the world’s population is set to decline
significantly from 1990-2020 from 14% to circa 9%. North America and Latin America
shares of the world’s growing population will remain unchanged. Asia on the other hand
displays a continually high proportion of the global populace; the continent makes up
around 60% of the world’s population mainly due to the size of India and China each of
which amount to around 20% each.
Age Distribution
The second major aspect is the changing age structure of the world’s population and
specifically ageing. Population ageing on the scale now observed is unprecedented. At
the world level, the number of older people is expected to exceed the number of children
for the first time in 2045. In the more developed regions, where population ageing is far
more advanced, the number of children dropped below that of older people in 1998.
Overall Demand
Internationally – More Demand for Tourism
The global population growth will boost tourist numbers significantly. And as economies
get richer then more people can afford to travel. The wealth increases in future years will
allow ever more people to engage in overseas travel. In 2000 there were 11.5
international trips per 100 people, so even with no changes other than population growth
this rate of travel implies an increase in international travel of 11% to 2020. However,
the UNWTO forecasts a near doubling of the rate of international travel to 22 trips per
100 people by 2020. This, combined with an 11% increase in population, suggests a
doubling of international travel in the medium-term, with more people travelling more
frequently.
Nationally – More Demand for Tourism
10
11. With such a big rise in the Irish population there will be a corresponding increase in
tourism demand of some 20% even without allowing for other positive drivers. However,
the nation’s age profile is set to change significantly and with it the pattern of demand.
Age Distribution
Internationally – The Rich World Ageing Fastest
Concentrating on the 65+ age segment:
Strong growth in demand will continue from this market over the coming 20 years,
but may weaken after that as the disposable wealth of retired persons will fall both
because the value of pensions is likely to diminish and health costs will accelerate.
The seniors market will be heterogeneous in composition, with a range of segments
to be addressed by the tourism industry. The market is likely to split along (a)
disposable income lines and (b) age and independent lines. At opposite ends of the
disposable income range there will be a materialistic, cash-rich segment and a
budget conscious segment. The latter group will continue to have an interest in travel
and will comprise a growing volume of demand but price will be a primary influence
on choice. Regarding age and independent, the 60+ group may further subdivide
between the 60-74 year olds and those aged 75+, as the latter group will comprise a
rapidly increasing number of people who will still want to take holidays but who will
need greater levels of support services, care and appropriate product design to meet
their needs.
Domestic tourism is likely to be a beneficiary of the growing older market. Safety and
security are important considerations for older people and the rigors of long-haul
travel will become increasingly unappealing as people age.
Meeting minimum environmental standards will be a base level expectation, and
concern for the environment will not necessarily translate into a willingness to pay a
premium for ‘green’ products.
Tourism products and destinations will have to be tailored to the needs and desires of
older people, but without appearing ‘old’. Older tourists do not want to be corralled
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12. into destinations for the elderly. They will be fitter and more active than heretofore,
engaging in a wide range of pursuits on vacation. We are also going to see a growth
in intergenerational travel parties as ‘vertical’ families seek destinations offering a
selection of products suited to their mixed interests.
Products will need to cater more dynamically for older tourists, recognising the
impact of ageing but using good design rather than an explicitly older person
emphasis. They will have to allow for the physical impact of ageing, e.g. impaired
visual acuity, restricted visual range, reduced colour perception, acoustic
considerations, reduced mobility and dexterity, etc.
Nationally – Ageing, But Slowly
Ireland’s population is still relatively youthful in comparison with most other EU
countries. In 2006, 11% of Ireland’s population was aged 65 years or more compared
with an EU average of 17%. The 50+ years age group is going to increased dramatically
– very good news for Irish tourism given that this age group exhibits a much higher
propensity to travel. However, the products offered and the marketing messages will
need to adjust particularly as the growth will be greatest in the group aged 65 years and
older.
Older people are likely to adhere to travel behaviours established by, or in, middle age.
For example, lower seasonality, more car journeys, more short breaks, greater use of
hotels, more cultural tours and journeys with a focus on health and nature.
The under-15 years cohort is also going to grow strongly, particularly up to the early
parts of the next decade – there will be continuing demand for family holidays and
opportunities for those servicing the teenage market.
Other likely implications of a changing age distribution are as follows:
Seasonality: With an increase in older age groups it is reasonable to expect an
improved seasonal spread of demand; however the summer peak is going to remain
12
13. due to the role played by family holidays and the ‘mini-bubble’ in this segment.
Accommodation: The trend in favour of hotel accommodation will continue as older
tourist lock into past habits. The growth in younger age groups suggests persistent
demand for family-oriented accommodation, especially self-catering.
Accommodation providers will need to adjust their offering to suit older tourists but
also look at adding products and services to suit the growing family segment.
Attractions: Older age groups will continue to visit national parks, historic sites,
heritage sites and gardens and in growing numbers. Cultural attractions will gain
significantly from the ageing of the Irish nation.
Activities: Older Irish people are becoming more active. The most popular activities
currently, in order of importance, are walking, swimming, golf, keep-fit, dancing and
cycling. Demand for ‘standard’ activities will grow faster in the longer term, in all
probability, than demand for more extreme sports. In the short-term, however,
extreme sports can benefit from a growing teenage and young adult market.
Climate Change – and the impact on Ireland’s image as a Destination
Warming of the climate system is now unequivocal and that human activities are very
likely to be the cause of recent warming. However, it is not only the challenges of rising
temperatures that face us, but also related changes such as extreme weather events,
changes to current rainfall patterns leading to increased flooding and more prolonged
droughts, as well as rising sea levels due to melting ice caps and glaciers and thermal
expansion of the oceans.
Implications of Climate Change on Tourism- A European Perspective
13
14. At a general level, simulated models demonstrate how tourism numbers and patterns
could respond to climate change. The analysis suggests that north-west Europe could
acquire a new competitive advantage for tourism as Mediterranean destinations
become too hot for comfort during the summer. Traditionally, ‘sun, sea and sand’
has been a primary motivation for holidays in Southern Europe, but as the climate
‘improves’ in north-west Europe, more of these tourists are likely to holiday at home or
closer to home.
In addition, as the century progresses and climate change becomes more established,
these stay-at-home tourists are likely to be joined by growing tourist arrivals from
southern Europe. These changing flows could have profound implications for northern
Europe (Arkel, 2007), given that an estimated 100 million tourists visit the
Mediterranean each year, spending some €100 billion.
However, as well as the direct impact of climate change on Ireland’s environment,
potential increase in numbers holidaying at home in Ireland and overseas visitors from
southern Europe will bring their own issues in terms of demand for waste water
infrastructure, water supply and power (and subsequent implications for carbon
emissions). This could result in pressure on the environment, and in particular
water quality due to potential increases in waste discharges combined with
reduced rainfall during the summer months and higher temperatures.
It is therefore vital that the tourism product is of high quality and that sustainable
tourism management policies are employed to address potential climate change impacts.
Careful management of climate-exacerbated pressures such as water pollution will be
essential in order to safeguard positive destination image in the long term.
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15. Key Destination Issues in 2009
Among the factors that are considered to set Ireland apart from other destinations
offering a similar experience, the beauty of the scenery and friendliness and hospitality
of the Irish people dominate holidaymakers’ perceptions (Fáilte Ireland, Visitor Attitudes
Survey 2009). Over the years, these always have been the principal distinguishing
factors spontaneously associated with Ireland and 2009 is no different. At an overall
level and across the main markets - Britain, North America, France and Germany - the
Irish people are ranked as the top positive discriminator compared to other holiday
destinations, ahead of scenic attractions. Indeed, British and North American
holidaymakers give particular prominence to the Irish people relative to scenic
attractions, undoubtedly reflecting a shared and strong ethnic and cultural identity which
in turn leads to a particular affinity for the Irish people. Among French and German
holidaymakers, the choice between the top two attractions is more equitable, with the
Irish people just slightly ahead of scenery in both markets.
Other distinguishing advantages spontaneously identified are our cultural and historical
heritage, particularly significant for North American visitors who also, along with British
visitors, appreciate the fact that we are English speaking. Unsurprisingly, ease of access
features as a particular advantage for British holidaymakers. An unspoilt environment is
15
16. noted as a positive feature of Ireland by German visitors (13%) and Irish pub culture
remains on the radar particularly for the French, one in ten of whom single this out as a
positive discriminator for Ireland.
Destination Determinants and their Importance in Choosing Ireland
Reiterating the themes of friendliness and scenic attraction already noted, these are
selected as the most important aspects from a wide range of factors that might influence
the choice of a holiday destination. An unspoilt environment, safety and security, the
range of natural attractions, and things to do and see also feature strongly and are
mentioned by at least eight in every ten holidaymakers. Interesting history and culture
(78%), good all round value for money (75%), attractive cities and towns (74%) and the
anticipation of a new destination to discover (73%) also rate highly. These generally
comprise the fundamental influences in choosing Ireland, but there are some market
divergences reflecting both the mindset and the practical requirements of particular
nationalities. For example, history and culture features strongly for North Americans.
Value for money and competitive air and sea fares are high up the agenda for British
holidaymakers, while the range of natural attractions and the prospect of an unspoilt
environment resonate with Mainland European visitors, particularly those from France
and Germany.
16
17. The principal factors of friendly people and scenery have remained very consistent from
year to year in terms of their importance, but there appears to be a slight fall-off in the
importance of factors such as a natural, unspoilt environment (down six percentage
points since 2005) and an easy and relaxed pace of life (down eleven percentage points
since 2005). It is likely that a trend towards more urban based trips and shorter stays
has contributed to the gradual diminishment in the importance of these two factors. In
2009, for example, one in five holidaymakers (20%) described their holiday in Ireland as
a city break, up from 14% in 2005, with Dublin the primary focus of such trips. The
proportion describing their holiday as predominantly countryside has declined from 41%
to 33% over the same period. From a market perspective, the incidence of city breaks in
2009 was highest among British holidaymakers (27%). Just over one in five Mainland
Europeans (21%) described their visit as a city break, highest among Italian (35%)
Scandinavian (37%) and Spanish (30%), but much less likely to feature among German
(13%) and French (11%) holidaymakers.
Notwithstanding any changes in the nature of holidaymakers to Ireland, the support and
reinforcement of important destination features such as friendly, hospitable people,
beautiful scenery, an unspoilt environment and a relaxed pace of life will remain
imperative in discriminating Ireland from other similar destinations.
17
18. The Importance of the Environment
With the constantly growing emphasis worldwide on environmental issues and a green
agenda, and with the sustainability of Irish tourism dependent on the extent to which
our environment actually matches the image propagated, it is encouraging to see that
Ireland continues to perform quite well in the opinion of our visitors as a clean and
environmentally green destination. In 2009, approaching one in two (47%) agreed
strongly with this proposition and net agreement (agree strongly/slightly) stands at
82%, very much in line with the outcome in previous surveys. Outright disagreement
with this proposition has remained low each year, with 7% adopting a negative stance in
2009.
Products & Services
Holidaymakers were asked to rate their satisfaction with the quality, customer service
and price of the various products and services they had used during their holiday. A new
five point rating scale ranging from ‘very satisfied’ to ‘very dissatisfied’ was introduced in
2009 in order to allow a more judicious assessment on the part of visitors. As a result,
comparisons with previous years are not feasible.
Paid Serviced Accommodation
Top grade hotels and Irish Homes/Guesthouses achieve very high satisfaction ratings on
quality and customer service, with nine in every ten users either very satisfied or
satisfied. Somewhat lower satisfaction ratings are recorded for medium/other grade
hotels suggesting that though the majority are satisfied standards may not always reach
customer expectations. For each category of accommodation in the paid serviced sector
satisfaction with price is also generally positive, although lagging behind perceptions of
quality and customer service. While this may be more a factor of the overall cost of
living in Ireland, a perceived mismatch between the quality and service offered and the
price charged cannot be ruled out as a reason for higher levels of outright dissatisfaction,
ranging from 12% to 14% in the paid serviced sector.
Self-catering Accommodation
Rented self-catering accommodation earned high net satisfaction ratings on both quality
(85%) and customer service (84%), with a slightly lower net satisfaction on price
(75%). Around three in every four hostel users were satisfied with quality and customer
service and two in every three with the price they paid. Net satisfaction with quality in
the caravan and camping sector (66%) was somewhat lower although customer
18
19. satisfaction was well rated (77%). Price, however, was clearly an issue, with just 43%
satisfied and one in five dissatisfied.
Food Services
Historically, price has tended to be an issue across the range of food outlets and this
trend continues in 2009 with net satisfaction levels with price for almost all categories of
food outlets hovering around 50%. The one exception is the Irish Homes/Guesthouse
sector, where satisfaction with price reaches 63%. Net dissatisfaction is highest for
budget restaurants (26%) followed by high quality restaurants (23%). Across the range
of food service outlets net satisfaction with quality predictably peaks for high quality
restaurants (88%) and is lowest in the budget restaurant sector (69%). Customer
service follows a similar trend, albeit with slightly higher net satisfaction scores across all
outlets than is the case for quality. Measured for the third time in 2009, 43% of
consumers are now dissatisfied with the price of alcohol, a more negative outcome than
previously noted.
Internal Transport
Despite some spontaneously expressed reservations concerning internal transport
facilities, and a notable level of disagreement regarding the ease of travelling around the
country/good transport infrastructure, net satisfaction with intercity bus and rail services
is high, exceeding 80% for both on quality and approaching 80% on customer service.
Two in every three are also satisfied with price for these services, though net
dissatisfaction with price on inter city rail (16%) is higher than for intercity bus services
(11%). Among the other internal transport options, overnight coach tours received the
highest level of approbation on all three measures – quality (94%), customer service
(94%) and price (81%), replicating the high levels of satisfaction noted in previous
years. Across the range of options, net satisfaction with price is lowest for car hire
(50%) and taxis (55%). Though quality and customer service are more favourably
regarded for both, there may be some room for improvement in both of these aspects,
but particularly customer service for car hire (67% satisfied and 14% dissatisfied).
Historical & Cultural Attractions
Covering historic houses and castles, monuments and historic sites, gardens,
heritage/interpretative centres and museums and art galleries, these constitute an
19
20. important feature of the holiday, with over three in every five (62%) visiting any of
these attractions. Their range and quality is generally very well rated, with net
satisfaction scores in excess of 80% for each on both these attributes. Inevitably, price
tends to be less favourably regarded, with net satisfaction with admission charges
ranging between 53% for Historic Houses/castles and 67% for Museums/Art Galleries,
the latter perhaps benefiting for the level of free entry, particularly to the more
important national institutions.
Activities
Hiking/cross country walking is the premier product, mentioned more or less consistently
by one in every four over the past five years as an activity they have taken part in
during their holiday. This rises to one in every three among Mainland Europeans. Net
satisfaction with the quality and price of this activity is very high. Around nine in ten
participants give a favourable rating on quality and the vast majority (83%) are ‘very
satisfied’ with price. Reported participation in other activities, such as golf and cycling, is
quite low (5% for each). While satisfaction with the quality of golf (97%) is virtually
unanimous price is obviously an issue, with a more modest three in every five (59%)
satisfied and almost one in five (18%) dissatisfied – a potentially negative issue in
expanding participation, particularly where holidaymakers may be more conscious of
overall costs and value in the current economic climate. Among the small minority (3%)
participating in equestrian activities, satisfaction with quality (89%) is assured but
remains more tenuous regarding price (61%).
Delivering a Quality Rural Tourism Experience
This section identifies some of the priorities and actions that a rural destination should
bear in mind when developing their management approach, as identified in the EU
paper: Towards Quality Rural Tourism: Integrated Quality Management.
Marketing and Communications
Understanding the market
Communicating an accurate quality image and identity
Providing reservation services
Providing services to groups and the travel trade
Maintaining contact with visitors
Monitoring the effectiveness of marketing
20
21. Using larger quality networks
Welcome, Orientation and Information
Ensuring a welcome and orientation by hosts
Encouraging responsible behavior among visitors
Providing effective print, well distributed
Improving the impact of information centres
Keeping abreast of IT opportunities
Accommodation
Keeping a check on new development
Identifying and providing different quality standards
Pursuing quality needs and opportunities in different accommodation types
Local Produce and Gastronomy
Increasing the quality of local produce
Increasing opportunities for visitors to purchase local produce
Encouraging restaurant to reflect the traditional gastronomy
Attractions and Events
Providing sufficient attractions to retain visitor interest
Providing the right level of access and quality of interpretation
Combining small attractions and events, for quality and impact
Countryside Recreation
Ensuring good safety and environmental standards
Matching recreation provision to market needs
Creating quality recreational trails
Improving quality through linkages and packages
Improving existing leisure facilities for visitors and locals
Environment and Infrastructure
21
22. Improving and managing transport to, and within, the area
Improving the quality of local services for visitors
Introducing comprehensive management schemes
Having appropriate land use planning policies
Working with parks and protected areas
Stimulating action within local communities
Involving and influencing visitors
Promoting sustainability amongst tourism enterprises
The Irish Rural Tourism Product: Destination Branding
Destination images are critical in motivating a tourist. The images of a destination
branch are those perceptions about the place as reflected by the ‘associations held in the
tourist memory’. Building a brand image amounts to identifying the most relevant
associations and strengthening their linkages to the brand. Destination branding is a
recursive process that revolves around brand element mix, brand identity and brand
image building.
Image formation is not branding but a core process in branding. For image building to
reach the level of branding there must be a central characteristic – that of brand
identity.
Brand identity involves creating a unique set of brand associations. Selecting brand
elements to represent the brand identity is of critical importance. The identity must be
‘cohesive’; this means the brand elements must be consistent. Consistent brand
elements reinforce each other and serve to unify the entire process of image formation
and building, which in turn contributes to hte strength and uniqueness of the brand
identity. A brand element may be a word, sign, logo, slogan, etc.
Destination branding begins with carefully selecting one or more band elements that
serve as ‘trademarkable’ devices. These elements must reflect the ‘three A’s’ of an
image, namely:
Attributes (those tangible features that characterize a destination)
Affective elements (which reflect the benefits values, or meanings attached to the
attributes of a destination)
22
23. Attitudes / Actions (the overall attitudes and actions which should lead a target
audience to visit the destination)
Branding Irish Rural Tourism: Destination and Product
On the basis of what research data tells us, together with the principles of destination
branding, the Irish rural tourism brand should be a mix of destination characteristics and
product in the sense of activities / pursuits / attractions.
The immediate problem that arises is that the kind of images that might be considered
for rural tourism have, in one way or another, been already used in national promotion
and marketing. Ireland is ‘sold’ mainly as a rural destination. Indeed, so are some other
countries, e.g. Scotland, Wales.
Tourism Products
This section gives an overview of tourism products that are emerging as important for Irish tourism.
It also gives some best practice examples both nationally and internationally.
Food Tourism
Food tourism is a growing market segment internationally. In Ireland, tourist
expenditure on food and drink in 2009 was close to €2 billion, representing the largest
single component of individual visitor expenditure and exceeding the average spend on
‘bed and board’ (Fáilte Ireland, National Food Tourism Framework 2010)
Most tourist destinations are now paying close attention to food tourism as a means of
increasing visitor numbers and revenue, with the result that the development and
promotion of food tourism plays an ever increasing role in national tourism strategy,
particularly in countries such as Scotland and Wales. In line with this, the development
of local and regional food destinations is also a growing trend globally, whereby food-
related activities and events comprise a key feature of attracting increased numbers of
visitors to particular localities.
23
24. A review of visitor perceptions has highlighted that Ireland has much to be proud of and
feedback from visitors is generally positive with regard to the levels of service
experienced in food establishments. On a less positive note, findings also indicate that
price competitiveness is a concern for some visitors and that there is a need to ensure
that quality is consistently high across all food-related experiences. Despite these
challenges, given our reputation as a natural, unspoiled location and the positive
correlation this has with food tourism, the potential to build on success to date is
significant. Fáilte Ireland is confident that potential growth opportunities within food
tourism can be maximised by expanding the number and variety of authentic, high
quality experiences in key destinations across the country which provide greater
exposure to proven unique selling points such as our culture and people.
The National Food Tourism Implementation Framework - part of Fáilte Ireland’s wider
commitment to developing key tourism destinations - is concerned with enhancing the
overall visitor experience across all food-related experiences in order to deliver on
marketing promises and support the effort to position Ireland as a leading food tourism
destination. In addition, the framework has the potential to deliver tangible returns for
stakeholders such as better business opportunities for producers, an enhanced consumer
experience and overall growth in food tourism related revenue and employment.
A number of fundamental principles were paramount to the development of the
framework:
Food Destination Development Principles
Unique and Consumer Local and Quality and Profitable
Distinctive Focused Regional Value and
Assured Sustainable
Promoting Understanding Providing for a Communicating Supporting
locally produced visitor broad and delivering initiatives
Irish food which expectations spectrum of upon quality which help to
is reflective of and placing ‘food and value deliver long
our image as a those needs at experiences’ promises term growth
natural, unspoilt the heart of all which provide and
destination developments access to sustainability
local/regional
foods
24
25. The implementation framework, designed in line with these principles, is primarily
concerned with increasing the availability, authenticity, quality and value for money of
local and regional food-related experiences. These food experiences must respond to
consumer expectations and be reflective of those qualities which research continuously
shows makes holidaying in Ireland so unique; namely, our culture, people and the
unspoiled environment. A strong emphasis is therefore placed on expanding the range
and scope of value-driven food-related experiences for visitors, particularly in key
destinations, which offer them a real sense of Irish food, people and places.
The Vision for Food Tourism in Ireland is that: ‘Ireland will be recognised by domestic
and international visitors alike for the availability, quality and value of our local and
regional food experiences which engender a unique sense of Irish culture and
hospitality’.
Education
Primary and secondary schools are closing in the Ballyhoura region, creating the
opportunity of using the buildings for creating a tourism product centred around
education. Second level education is an emerging market. Second level education as a
unique selling point for the region (and potentially for Ireland). Product idea: Setting up
boarding school for 2nd level.
The Gaeltacht Irish College and Adventure Centre is a successful business combining
activity and culture; it has been operating in Mayo since 1992. They instruct groups in
watersports through the Irish language: www.uisce.ie
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26. The Donegal Language, Equestrian and Surf Centre in Bundoran offers horse riding, surfing and
adventure pursuits to tourists and bundle them with language classes for students coming to Ireland
to learn English. They are approved by the Association of Irish Riding Establishments (AIRE), they are
also approved as an equestrian tourism centre and they are approved as a provider of English
Language Programmes by the National Qualifications Authority of Ireland
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28. Outdoor Activities
Snowdonia in North Wales has a wide range of outdoor activities, from walking, climbing,
cycling, golf, horse riding and fishing to tree top adventures and eco-activities.
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29. Central Parcs in Europe and the Uk offer a wide range of activities in forest locations
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30. Culture and Heritage
Local initiative in Kilkenny called Trail Kilkenny, that incorporates several elements,
cycling trails, food trails, craft trails: http://www.trailkilkenny.ie
One branch of this initiative is Made In Kilkenny, where a group of local craft workers
came together, got Leader Funding locally and created a craft trail.
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31. Key Questions Answered
What will the global tourism landscape look like and what are the likely
scenarios leading up to 2031? What are the implications for Ballyhoura Region?
Demographic Developments
In terms of demographic shifts, the aging population will need greater levels of
support services, care & appropriate product design to meet their needs
Tourism products and destinations will have to be tailored to the needs and desires of
mature people. These tourists will be fitter and more active then heretofore,
engaging in a wide range of pursuits on vacation
The under-15 cohort will grow strongly, suggesting a persistent demand for family-
orientated accommodation, especially self-catering
Cultural attractions will gain significantly from the ageing of the Irish nation
Demand for ‘standard’ activities will grow faster in the longer term than demand for
more extreme sports. In the short-term, however, extreme sports can benefit from a
growing teenage and young adult market
The balancing between time and money is a critical issue for the tourism industry.
The key now is to provide ‘value for time’. This can be done by providing more
efficient delivery of services to the traveler and maximization of activities.
Improved accessibility and globalization means that Ireland will be able to attract
visitors from just about anywhere, but it also means that we are competing against
an ever growing set of alternative destinations. In response to the growth of a bland
monoculture promoted by globalization people are looking more and more to their
own identities and cultural values
Across the developed world people are spending more and more on culture, but it is
the living, creative and performing culture which is benefiting, rather than museums
and heritage centres
Brand and brand image will continue to be important to consumers. Credible brands
in the future will have to be authentic, trustworthy and sustainable. With so much
information readily available, any deviation in delivery from the visitors’ expectations
will be punished. Culture and heritage are key components of Ireland’s brand and
offer the most scope for differentiation
As people tastes move on they are likely to become less interested in manufacture
theme park style experiences and more interested in authentic experiences. Driving
this trend will be higher educational attainment and greater exposure to globalization
The traditional version of luxury was mostly about exclusive, expensive, best quality,
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32. self-indulgent and conspicuous consumption. Luxury is becoming less about
materialism and more about self-enrichment and time. In the developed world the
emphasis will shift towards personal, experiential, authentic experiences and self-
development
Climate Change
One implication of climate change in Europe is that north-west Europe could acquire
a new competitive advantage for tourism as Mediterranean destinations become too
hot for comfort during the summer
Potential increase in numbers holidaying at home in Ireland and overseas visitors
from southern Europe will bring their own issues in terms of demand for waster water
infrastructure, water supply and power. This could result in pressure on the
environment, and in particular water quality due to potential increases in waste
discharges combined with reduced rainfall during the summer months and higher
temperatures
Insights into Current and Future Tourism Demand
The rise of the conservation movement and the consequent designation and
preservation of certain areas has implications for rural areas. In this context we may
note a distinction between ‘traditional’ holiday activities in rural areas, and ‘new’
activities. The former were usually passive pursuits, often nostalgia-related and
relaxing in character – like walking, fishing, bird-watching. The latter may be
characterized as competitive, technical, fast, prestige oriented or ‘fashionable’, such
as off-road vehicle driving, paragliding or orienteering. While ‘traditional’ rural
pursuits are essentially an escape from urban industrial lifestyles and relate directly
to the environment in which they are set, the ‘new’ activities represent the transfer
and imposition of urban values and lifestyles on rural areas – to the extent that the
specific context of a rural location is much less important, or perhaps almost
irrelevant. The interest is primarily in the activity, not its rural location
As mature travelers are becoming a significant segment of the market, they are
making adjustments to provide themselves with adequate funds for retirement.
There is a view, however, that older consumers respond negatively to being
portrayed as an identifiable age group (e.g. by references to ‘the grey market’), so
niche marketing must be on targeted but non-branded product offerings.
There will be a strong focus on ‘the holiday experience’, gaining new experiences,
and different experiences, allied to the tourists’ search for opportunities to express
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33. their individualism and realize their self development. Visible expressions of social
status inherent in forms of mass tourism are giving way to more inconspicuous
consumption and to a general desire for people to express their identity in more
subtle ways than through ‘cross consumerism’.
‘Experience holidaymaking’ will also drive the quest for authenticity, for the original
and to experience a variety of ‘real’ cultures before they become homogenized in a
global economy. People will want to be differentiated not so much by what they can
buy, but by what they can do – or have done – and the life experiences they have
had. In practice this will mean that holidaymakers will try a series of once-off
venturesome or experimental holidays – moving from one destination to another
rather than making repeat visits.
Profile of the Future Customer
Tourism Ireland’s promotional campaign sees Ireland’s best prospects, within each of the
main markets, as the segment described as ‘sightseers and culture seekers’. In Ireland’s
core holiday markets (GB, USA, Germany and France) there are approximately 66 million
AB/C1 Social Class holidaymakers. Those who describe themselves as ‘pure sightseers
and culture seekers’ account for just under 21 million of this target audience. However,
another 22 million have a ‘strong interest’ in sightseeing and cultural holidays, bringing
the total of this market category to almost two thirds of all holidaymakers from the core
market targets.
Therefore, we can say that the typical rural tourism customer of the future will:
Be in the older age groups
Have above average levels of education
Hold a managerial / professional occupation
Live in an urban environment
Be well informed, socially aware and widely travelled
Value variety in places to see and visit (including places to eat)
Be interested in active pursuits (walking/hiking, cycling, fishing, golf, equestrian,
water sports)
Be also very interested in passive pursuits (culture, history, museums, archeological,
sightseeing)
Want to have good quality especially in traditional food and in accommodation
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34. Consumer Needs in a Holiday Context
Consumer needs can be categorised into different types, the categorisation being refered
to as ‘Needs Segmentation’. Six segments of needs are identified as follows:
1. Stimulation: (met by challenging, survival activities like mountain climbing, etc)
2. Status: (met by exclusive type provision such as high quality accommodation,
cuisine or ‘sophisticated’ environments like wine growing regions)
3. Control: (met by planned and predictable vacations, well organized services, etc)
4. Serenity: (met by holidays that ensure relaxation, integration with local people in an
easy-going environment away from touristy places)
5. Affiliation: (met by being close to family, friends, making repeat visits, informality,
walking about, sightseeing, easy activities)
6. Freedom: (met by modern vibrant atmosphere, entertainment, nightlife, resorts,
etc)
Rural Holiday in Ireland
Rural holidays in Ireland primarily satisfy the needs in Segment 4, 5 and to some extent
they meet needs under Segment 1 also. Thus the combination in order of importance is
Serenity, Affiliation and Stimulation. These meet deep-seated requirements that are
unique and specific to the character of a rural holiday experience including:
- integration with nature - ‘typical experience’
- meeting people - peaceful natural environment
- isolation with friendliness - simple accommodation
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35. Opportunities for Investors, Businesses, Farmers, Individuals and Communities
in Ballyhoura Region
A lot of investment went into Ballyhoura. Fáilte Ireland supported the development of
approximately 30 National Looped walks in Ballyhoura over the last 3 years. Through
NDP Ballyhoura was supported in the development of the mountain bike park. The
providers in the area were supported through media & trade farm trips on a regular
basis. Fáilte Ireland also supports the main walking and outdoor festivals each year with
marketing funding.
By end of 2011 there will be 140 trailheads equating to 280 quality, off-road National
looped walks around the country - Coillte, NPWS, Leader and local volunteers in rural
areas have established these walks with support from Fáilte Ireland. Along with a
network of 12 long distance routes which are improving all the time with the walks
scheme and rural recreation officer support, Ireland has a very good walking network.
The aim of walkers welcome is to work with local community groups such as Ballyhoura
to be pro-active in walking as well as tourism operators to realise the full potential of the
area and make it famous for walking holidays. Ballyhoura is a destination that can offer
facilities and services that cater for the needs of the walking visitor. This includes the
provision of a varied selection of walks, accessible walking information and other walking
opportunities such as festivals and walking clubs who put on regular walks in the area.
They can also provide local amenities such as shops, pubs, and cafes providing walker
friendly services including packed lunches, places to leave wet gear and visitor books.
The availability of approved accommodation (Hotels, hostels, B&Bs, camping&caravans)
that can cater for walkers needs and support from the investor community are key
requirements in ensuring the success of this initiative in Ballyhoura.
The existing tourism products are well development and supported, and while it’s
important to look to new tourism products to meet the needs of the future, attention
needs to be paid to services and accommodation where there is a gap.
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36. Maintain existing developments and maximise their potential. New areas for growth in
food tourism and education. Ballyhoura should also consider developing theme parks
based on the ‘Centre Parcs’ concept in the UK and Europe
Develop products for day visitors from Limerick and Cork while being careful with the
product mix so that Ballyhoura doesn’t become a destination solely for day trippers
Broadband coverage is still very poor in the area. More technology investment needed in
Ballyhoura
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37. Bibliography
Center Parcs website: www.centerparcs.co.uk
Donegal Language, Equestrian and Surf Centre website:
www.donegallanguageschool.com
EUROPA – Enterprise, Towards Quality Rural Tourism: Integrated Quality Management, 1999
Fáilte Ireland (2010), Activity Product Usage Among Overseas Visitors in 2009
Fáilte Ireland (2010), Cultural Activity Product Usage Among Overseas Visitors in 2009
Fáilte Ireland (2010), National Food Tourism Framework
Failte Ireland (2009), Tourism Facts 2009
Fáilte Ireland (2010), Towards 2020: Future Tourism Demand Insights
Fáilte Ireland (2010), Visitor Attitudes Survey 2009
Prince Edward Island website: http://www.tourismpei.com/index.php3
The Gaeltacht Irish College and Adventure Centre website: http://uisce.ie/
Tourism Ireland website: http://tourismireland.com
Trail Kilkenny website: http://www.trailkilkenny.ie
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