This document discusses opportunities for tourism and recreation development in rural Ireland and the Ballyhoura region from now until 2031. Key points include: - The population is projected to grow older overall, increasing demand for heritage, culture and health-focused tourism. - Rural tourism experiences centered around nature, outdoor activities, and local food could capitalize on trends of escapism and authentic experiences. - New tourism products like glamping have grown and cater to both domestic and international markets seeking short breaks. - Segmenting consumers' needs like stimulation, serenity and affiliation can help develop appropriate tourism offerings for the Ballyhoura region. - Continued development of attractions, activities, accommodations and partnerships

1. TOWARDS 2031
A Tourism / Recreation Perspective
for Ballyhoura Country
Dr. Tony Lenehan

2. Key Questions
• What does the future hold for the
development of Tourism / Recreation in rural
areas?
• What are the opportunities for rural areas,
particularly for the Ballyhoura Development
area?

4. Fáilte Ireland
• National Tourism Development Authority
• Established May 2003 …..amalgamation of Bord Fáilte (1956)
and CERT (1963)
• Offers tourism professionals and service providers a wide
range of support services at local, regional and national levels
• Works in partnership with Tourism Ireland (who promote
Ireland as a holiday destination to overseas markets) and the
Northern Ireland Tourist Board (responsible for tourism
development and marketing in Northern Ireland)

5. Fáilte Ireland
• Leads an extensive domestic holiday campaign
via www.DiscoverIreland.ie
• Responsible for.......
Enterprise Development
Product Development
People Development
Regional Development
Market Development

7. Tourism Value Chain
Consumers
Destination
Products/
Services
Key
Stakeholders
• Profile
• Needs
• Sources
• Marketing /
Promotion
• Based on Success
• Relevant and
Appropriate
• Criteria for
Performance
• Identity
• Community
• Investors
• Providers
• LEADER
• Local Authorities
• Ballyhoura Dev.
Research / Data
Management
Research / Data
Management
Research / Data
Management
EFFECTIVE TOURISM / RECREATION MODEL

8. 1989 vs 2009

9. The Consumer Matrix

10. Overseas Visitors Engaging in Activities
Overseas
Participants
(000s)
Spend in
Ireland
(€mn)
Overseas
Holidaymakers
(000s)
Spend in Ireland
(€mn)
Hiking/Cross
Country Walking
830 494 366 215
Golf 143 110 74 59
Angling 132 105 60 43
Cycling 114 97 42 29
Equestrian 46 27 16 11

11. Demographics
Figure 1: Population Projection up to 2031 (000’s)

12. Trends in Ireland's Age Distribution by Cohort
Population (000's)
0-14 15-24 25-44 45-64 65+ Total
2006 865 638 1,343 924 462 4,233
2011 957 590 1,552 1,050 536 4,686
2016 1,050 587 1,647 1,165 646 5,095
2021 1,116 624 1,639 1,303 770 5,451
2031 1,195 717 1,643 1,571 974 6,000

13. Implications
Trends Impacts
Substantial
growth in overall
size of domestic
market
 the population to expand to 6 million by
2031
 domestic trips will rise from 10.4mn - 12.1mn
 domestic holiday trips increase to 5.4mn –
6.3mn
Large increase in
older age groups
(50+ and 65+)
 increased demand
 heterogeneous group
 more short breaks
 established habits persist:
• more demand for culture/heritage attractions
• increased interest in health and spa holidays
• increased demand for hotels
 some increase in off-peak holiday taking
 increased participation in activities
 product design matters more: - access, location, visuals,
acoustics, etc.

14. Implications
Trends Impacts
Increase in 0-19s
(0-14s to peak
by 2023)
 continuing demand for family holidays
 increase in activity-based holidays
 demand for self-catering options, but with comforts
 interest in new and extreme sports will grow
Smaller families,
& non-
traditional
structures
 increase in inter-generational / multi-generational parties
 growth in adult parties without children
More single
person
households
 increased demand for products catering to single people of all
ages
 education, culture and interest based holidays for older age-
groups
 activity, adventure, exploration holidays for younger ages
 combinations of the above for middle aged singles.
Growth in
women specific
holidays
 demand for products that meet the needs and interests of
women in safe, secure environments.

15. Implications
Trends Impacts
Time pressure  further increase in trip and holiday ‘snacking’
 total relaxation -v- ‘packing as much as possible in
Globalisation,
Accessibility,
Authenticity,
Image & Brand
 we will be able to draw tourists from further afield
 we will face more competition
 need a clear sense of what it means to be Irish and what makes
us different, otherwise it is ‘me too’ time
Culture &
Heritage
 demand grows with education and income
 it means different things to different people – what will we
offer
 is it our only key differentiator
Climate Change  more focus on sustainable tourism management policies

16. Tourism Value Chain
Consumers
Destination
Products/
Services
Key
Stakeholders
• Profile
• Needs
• Sources
• Marketing /
Promotion
• Based on Success
• Relevant and
Appropriate
• Criteria for
Performance
• Identity
• Community
• Investors
• Providers
• LEADER
• Local Authorities
• Ballyhoura Dev.
Research / Data
Management
Research / Data
Management
Research / Data
Management
EFFECTIVE TOURISM / RECREATION MODEL

18. Key Destination Issues

20. Destination Branding
• Brand Element Mix
• Brand Identity
• Brand Image Building

21. Products and Services
Consumer Satisfaction Feedback
• Serviced Accommodation
• Self Catering Accommodation
• Food Services
• Internal Transport
• Historical & Cultural Attractions
• Activities

22. Towards a Quality Rural Tourism
Experience
• Marketing and Communications
• Welcome, Orientation and Information
• Accommodation
• Local Produce and Gastronomy
• Attractions and Events
• Countryside Recreation
• Environment and Infrastructure
• Partnerships
• Community Involvement

23. Implications for Future Products /
Services in Ballyhoura
• Rural Experiences
• Family Fun
• Day Trippers
• Spa & Wellness
• Spiritual Tourism
• Self – Catering (up-market)
• Learn to..
• B&B Accommodation
• Internationalisation
• Food in Tourism
• Traditional Entertainment
• Product Categorisation
• Transport (access/internal)

24. The Domestic Glamping Market
• 309,000 domestic C & C trips taken in
2009
• Accounted for 1.5 million bednights
• With an average length of stay of 4.9
nights
• Equates to 4% of all domestic trips and
6% of all domestic bednights

25. International ‘Glamping’
Market
• 1% of all overseas bed-nights
• Key source markets: Mainland
Europe and Britain
• 56% arrive by sea
• Almost two thirds (65%) use a
car while in Ireland - 50% bring
their own car
• Arrive June - August and stay 1-
2 weeks
• More than half are first time
visitors
• White collar workers
• Almost half (44%) are travelling
as part of a couple and more
than a quarter are aged under 25
years of age
• South West most popular region

26. Food In Tourism
Food Destination Development Principles
Unique and
Distinctive
Consumer
Focused
Local and
Regional
Quality and
Value
Assured
Promoting
locally produced
Irish food which
is reflective of
our image as a
natural, unspoilt
destination
Profitable
and
Sustainable
Understanding
visitor
expectations
and placing
those needs at
the heart of all
developments
Providing for a
broad
spectrum of
‘food
experiences’
which provide
access to
local/regional
foods
Communicating
and delivering
upon quality
and value
promises
Supporting
initiatives
which help to
deliver long
term growth
and
sustainability

27. Education
• Emerging markets
• Activity and learning
• Language Programmes
• Learn to .........

28. Activity and Learning

29. Activity and Learning

31. Culture and Heritage

32. Outdoor Activities

33. Outdoor Activities

34. Consumer Needs Segmentation
• Stimulation
• Status
• Control
• Serenity
• Affiliation
• Freedom

35. Consumer Segmentation - Ballyhoura
1. Stimulation
2. Serenity
3. Affiliation
• Freedom
• Status
• Control
- Integration with nature
- Meeting people
- Isolation with friendliness
- ‘typical’ experience
- Peaceful natural environment
- Simple accommodation

36. Tourism Value Chain
Consumers
Destination
Products/
Services
Key
Stakeholders
• Profile
• Needs
• Sources
• Marketing /
Promotion
• Based on Success
• Relevant and
Appropriate
• Criteria for
Performance
• Identity
• Community
• Investors
• Providers
• LEADER
• Local Authorities
• Ballyhoura Dev.
Research / Data
Management
Research / Data
Management
Research / Data
Management
EFFECTIVE TOURISM / RECREATION MODEL

37. Tourism / Recreation landscape 2031
• Demographic Developments
• Product / Services Portfolio
• Market Demands and Needs
• Environmental / Eco Trends
• Market and Customer Profile

38. Opportunities for Investors, Businesses,
Farmers, Individuals and Communities
• Existing tourism products – consolidation /
growth
• Future tourism products - new areas of potential
• Products for day visitors – optimise product mix
• Technology and Social Media
• Data Research / Monitoring
• Tourism Supports (transport, signage, access,
etc)

39. TOWARDS 2031
Thank You