1. TOURISM TOWNS

2. Introduction Delighted to be here in Tralee today to discuss tourism town planning and the benefits of working together to enable tourism development

3. Tourism is big business

4. 2012 One billion tourists travelled the world for the first time in 2012

5. Global Tourism Source: World Tourism Organization

6. With 1 billion visitors now travelling the world this creates 1 billion opportunities

7. Ireland Tourism is big business in Ireland too

8. 7.6 m Overseas Visitors to Ireland 2014

9. Total: 7.6m

10. Ireland Overseas Visitor Projections 2015 The aim is to attract a record 7.7m overseas visitors to Ireland

11. Ireland Overseas Visitor Projections 2020  10m overseas visitors  €5 billion spend  250,000 jobs

13. These visitor numbers and marketing campaigns confirm that Tralee Chamber Alliance are absolutely right to be putting a new and increased focus on tourism

14. Tralee

15. Tralee – What the Guide Books Say “The train station, where buses also stop and which has left luggage facilities, is just a few minutes walk from the centre of town. The friendly and helpful tourist office in the Ashe Memorial Hall underneath the Kerry County Museum has maps of the town and details of local traditional sessions”

16. Tralee – What the Guide Books Say “In spite of its fame in song Tralee is a rather unremarkable town” “Tralee is the County town of Kerry, but while it may seem like a booming metropolis – overall it is somewhat impersonal – the exception to this is in August when the whole town parties for a week at the Rose of Tralee Festival.”

17. Tralee – What the Guide Books Say “Walk the Kerry Camino – A walk modelled on the Camino de Santiago walk of Northern Spain that follows a route from Tralee to Dingle and invites participants to walk in the footsteps of Brenan the Navigator.”

18. Tralee – What the Guide Books Say “Next to the tourist office is the National Folk Theatre of Ireland – Siamsa Tíre, which fulfils its remit with excellent Irish shows in the summer, as well as hosting a varied international programme of drama, music, dance and literary events during the rest of the year”

19. Feedback from Tralee’s Tourism and Business Community “Tralee needs to become a destination in its own right” “Tralee needs to focus on its potential and play to its strengths”

20. Feedback from Tralee’s Tourism and Business Community “How can we create a more memorable and enjoyable town experience”

21.  Can Tralee learn from other towns and villages here in Ireland and overseas?  Should Tralee Town put more resources into tourism masterplanning

22. Some observations having regard to our experience here in Ireland and overseas.

23. Irish Experience – Some Examples  Original Tourism Plan for Kerry 1993  Explore the Nore Tourism Study – Trail Kilkenny 2014  Tourism Plan for Dublin – Capitalising on Dublin’s Potential  Tourism Masterplan for Kylemore Abbey 2015  Royal Canal & Grand Canal Greenway Plan 2014  County Tourism Plans for Mayo, Waterford  Study of Recreational Angling in Ireland 2014  Munster Peaks Destination Plan 2014  Ballyhoura Region Rural Tourism Plan 2014  Waterford Crystal Visitor Centre Plan  Guinness Tourism Study  Fáilte Ireland Occupancy Survey/Barometer

24. International Experience – Some Examples  World Tourism Organization – Handbook on Tourism Product Development  European Travel Commission – Study of Europe’s Competitors  South Carolina – 8 Regional Tourism Plans  Nepal – Tourism Study

25. Historic Villages/Towns  Every destination has a historical story to tell, normally associated with its centres of population – the villages, town and cities. Tourism based on the history and cultural heritage of the people of tourism destinations is one of the bedrocks of tourism development and provides opportunities for may types of tourism product

26.  Fáilte Ireland’s Development Department have provided a very useful step by step journey to maximise the tourism potential of a town.  This is quite relevant to Tralee today.

27. Step by Step Journey to Maximising the Tourism Potential of Historic Towns Where are we now?  What is the contribution of tourism to the town’s economy?  Does the town function as a tourism hub or attraction?  What sorts of tourists visit the town?  What is the stock of the town’s tourism businesses and attractions?  Which stakeholders can make a difference to tourism development?

28. Step by Step Journey to Maximising the Tourism Potential of Historic Towns Carry out a visitor survey  Identify what visitors think of your town.  What are the aspects of the town visitors like most and least?

29. Step by Step Journey to Maximising the Tourism Potential of Historic Towns Satisfy visitors’ basic needs  Do visitors find it easy to orientate themselves around the town?  Do visitors find it easy and safe to move around?  Are visitors made to feel welcome  Are car parks easy to find?

30. Step by Step Journey to Maximising the Tourism Potential of Historic Towns Display the town’s best assets  Is the town’s stock of historic buildings and attractions well presented?  Is the public realm of good quality?  Is the town’s story easily revealed?

31. Step by Step Journey to Maximising the Tourism Potential of Historic Towns Stay longer, spend more  Are there sufficient activities to cater for target market groups?  Is there a good range of quality shops, bars and restaurants?  Are there periodic festivals, events, markets throughout the season?  Does the stock of accommodation cater for the target market?

32. Step by Step Journey to Maximising the Tourism Potential of Historic Towns Marketing and networking  Know your target market  Identify your unique selling proposition  Have clear measurable targets  Ensure tourism and non-tourism businesses are working together  Identify the appropriate medium to reach the target market

33. Step by Step Journey to Maximising the Tourism Potential of Historic Towns Measuring success Measure success under the following headings:  Visitor satisfaction  Local community satisfaction  Economic prosperity  Environmental protection and enhancement

34. Defining Tourism Product Development Process: Assets of a destination are moulded to meet the needs of customers.

35. 3 Fundamental Issues needed before effective Tourism Product Development can take place  Tourism organisation and institutional structures  Inter-agency co-ordination  Comprehensive, integrated and inclusive planning

36. Importance of Macro Level Strategy & Planning  Destination planning for the tourism sector is vital,  Tourism planning requires a different approach from other sectors,  Planning needs to be fully comprehensive & coordinated,  Tourism planning is a long term process – revolving.

37. Summary Where tourism works best around the world Everybody works together!

38. Summary The aim of a future masterplan for Tralee is to make it a better place for people to live in and to visit.

39. Summary Thank you David Mac Nulty – Director, Tourism Development International david@tourismdev.com