Monaghan County Council Tourism Statement of Strategy and Work Programme 2017-2022
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Monaghan County Council Tourism Statement of Strategy and Work Programme 2017-2022
Guiding the development, inward investment and marketing of the county. CO. MONAGHAN 2
Monaghan County Council
Tourism Statement of Strategy
and Work Programme
2017-2022
Foreword 4
Introduction 5
Regional Action Plan for Jobs 10
LECP Tourism Objectives 10
Tourism Work Programme 2017-2022 – Key Actions 11
Product / Experience Development 13
Festivals & Events 18
Marketing & Promotion 18
Regional Collaboration & Bespoke Initiatives 20
Monitoring & Review 21
3 TOURISM STRATEGY
Foreword
This Tourism Statement of Strategy for County Monaghan sets out the
priorities and key actions to be undertaken for the development of the
visitor economy in the county and the role of Monaghan County Council,
partners, community and industry in achieving this.
The government’s national tourism policy We recognise that as a county we should
document ‘People, Place and Policy – perform better in tourism terms and in
Growing Tourism to 2015’ commits to this document, Monaghan County Council
‘an enhanced role for local authorities has identified opportunities to deliver
and recognition of the contribution of increased tourism numbers and revenue
communities to tourism’. Monaghan through:
County Council has long been active in
• Product/Experience Development
aspects of tourism such as the funding and
organisation of events, the development • Festivals & Events
of tourism infrastructure (recreation and • Marketing & Promotion
amenity facilities) and in the promotion of
County Monaghan has a unique drumlin
the county at a national level.
landscape, and is an area rich with
We have embraced this enhanced role of tourism assets, natural beauty and cultural
leading the management of Monaghan heritage. Strengthening this offering and
as a tourism destination and the welcoming more visitors to our wonderful
development of the tourism experience in county is a key priority for Monaghan
the county. County Council and this document is
designed to be the road-map to assist us
in achieving this.
Eamonn O’Sullivan Cllr P.J. O’Hanlon
Chief Executive Cathaoirleach
CO. MONAGHAN 4
Introduction
The overall objective of the Co Monaghan Tourism Statement of Strategy
and Work Programme 2017-2022 is to guide the development, inward
investment and marketing of the county during the period outlined.
Goals and Objectives Overview
This document has been informed by
the County Monaghan Tourism Strategy County Monaghan’s visitor
2015- 2020 and by the Monaghan appeal is largely based on its
County Council LCDC – Local Economic natural resources which provide
and Community Plan 2016 – 2021 and the county with activities such
actions from both documents have been as angling, outdoor pursuits,
incorporated into this Tourism Statement. golf, equestrian, parks and
In developing this document for the amenity areas.
LGMA, the over-arching theme was to
Rossmore Forest Park, Lough Muckno
maximize the economic benefits to be
and Sliabh Beagh, together with a
derived from tourism. In order to achieve
multitude of angling lakes all provide an
this, the following are the key goals:
opportunity for the county to develop as
a multi-faceted destination. Other Selling
1. To develop and promote a positive Points include unique ‘products’ such
image of County Monaghan as a as the Patrick Kavanagh Centre, Clones
tourism destination. Lace and Carrickmacross Lace which are
2. To develop, protect, enhance and synonymous with Monaghan and some
maximize the potential of the natural, key national and international festivals
cultural and heritage resources of such as the Harvest Time Blues and the
County Monaghan. Monaghan Country Music festival.
Performance
The tourism section within Monaghan Statistics for Co Monaghan in recent years
County Council strives to achieve the (see below) show a steady increase in the
above by identifying and implementing number of overseas visitors into the county
best practice policy for tourism and a corresponding increase in the
development and marketing. This revenue generated by these visitors.
work is done in conjunction with local
stakeholders and national bodies.
5 TOURISM STRATEGY
Overseas visitors (000s) to County This has long been a characteristic of the
Monaghan in the Years 2012 – 2015 tourism economy in the county but is a
particular challenge now in the context of
2012 2013 2014 2015 Brexit. The focus for Monaghan County
46 58 57 65 Council, therefore, in terms of overseas
Overseas Visitors revenue (€mn) visitors will be on widening the base from
in County Monaghan in the Years which they come so as to counteract an
2012 – 2015 over-reliance on the UK market.
Another issue for rural counties like
2012 2013 2014 2015
Monaghan is the fact that in 2015, Dublin,
11 19 18 25
Cork and Galway accounted for nearly
In terms of Domestic Visitors, the picture 65% of overseas tourist revenue earned
is less positive than the overseas visitor nationally, with the rest of the country
numbers as can be seen in the chart (particularly those counties without a
below: coastline) lagging behind with the financial
Irish Residents’ Trips (000s)to benefits of overseas tourism being
Counties Louth and Monaghan in concentrated in these major urban centres.
the Years 2012 – 2015 Opportunities
2012 2013 2014 2015 Product development is a key priority
110 148 197 142 for Monaghan County Council in the
coming years. The Activity and Outdoor
Irish Residents’ Trip by Expenditure Adventure Sector in the county provides
(€mn) in Counties Louth and opportunities for growth and improving
Monaghan in the Years 2012 – 2015 access to and facilities at our natural
resources is hugely important. Further
2012 2013 2014 2015
developing our Natural and Built heritage
15.2 18.7 30.5 24.3 assets will also assist Co Monaghan in
attracting both domestic and overseas
Challenges visitors and will strengthen the county’s
offering under the Ireland’s Ancient East
It is clear from the above that there are
destination brand.
clearly issues in attracting the domestic
market and this will require continuous There are several funding programmes in
and concentrated work on the part of operation currently, or coming on stream
Monaghan County Council, Failte Ireland in the near future to which Monaghan
and the tourism trade over the coming County Council can apply to assist with the
years. development of our tourism offering.
A detailed breakdown of the overseas
figures for Co Monaghan shows a heavy
reliance on British tourists, with the British
market accounting for approximately 70%
of the overseas visitors to the County for
the above years and a corresponding
percentage in terms of the overseas
revenue.
CO. MONAGHAN 6
Monaghan County Council National Policy
Alignment with national policy
People, Place and Policy, Growing Tourism
and national initiatives
to 2025 is the Government’s national
In line with national policy, Monaghan tourism policy and it sets out ambitious
County Council has been, and over the goals for tourism in Ireland. The policy
coming years, will continue to be the commits to “an enhanced role for Local
main developer of key public tourism Authorities and recognition of the
infrastructure and urban and rural heritage contribution of communities to tourism.”
in the county. The council will seek
Specifically, the policy envisages that
development funding through appropriate
Local Authorities will:
programmes under PEACE IV, INTERREG V
(transnational), LEADER, Failte Ireland and »» Continue to act as primary developer
other national schemes. The Monaghan of a range of public tourism
LEO will be well-placed to assist small- infrastructure, including outdoor
scale tourism enterprises which have the tourism infrastructure and urban and
potential to attract overseas visitors. rural heritage;
In its promotional efforts, Monaghan »» Act as a link between the State
County Council will utilize the global and tourism agencies and communities
domestic market segmentation models by supporting community effort with
that Failte Ireland has identified namely: regard to major national tourism
Culturally Curious, Social Energisers and initiatives such as the Gathering;
Great Escapers. Alignment to this strategy
»» Support community effort in
will assist the tourism trade in Monaghan
destination development, including
to target and influence best-prospect
assisting communities to align their
customers more effectively, and in so
efforts with the tourism agencies
doing, drive revenue growth and sector
brand architecture and consumer
performance.
segmentation model;
Monaghan County Council will continue
»» Provide a competitive environment for
to align its tourism efforts with the
tourism enterprises through continued
newly developed ‘Ireland’s Ancient
focus on high quality maintenance of
East’ umbrella destination brand where
public infrastructure frequently used
appropriate and will work with tourism
by visitors;
stakeholders and with Failte Ireland and
Tourism Ireland in this regard. »» Contribute to capacity building in
tourism nationally by co-ordinating
exchange of knowledge between
established and developing tourism
destinations; and
»» Provide a range of advice and support
through the Local Enterprise Offices.1
1. People, Place and Policy, Growing Tourism to 2025, Department of Transport, Tourism and Sport, March 2015.
7 TOURISM STRATEGY
The recognition of tourism as a priority in In ‘Realising our Rural Potential – Action
the Local Economic and Community Plans Plan for Rural Development’, tourism is
(LECPs) was identified as a policy priority recognised as a key driver of economic
in People, Place and Policy, Growing development in rural Ireland.
Tourism to 2025. Every Local Authority has
Specific objectives include the following:
developed an LECP and they each have
a strong tourism dimension. The LECPs »» Support sustainable jobs through
outline each Local Authority’s tourism targeted rural tourism initiatives
outputs, identify tourism partners and set »» Develop and Promote Activity
out specific goals, objectives and actions Tourism in rural areas through the
related to tourism. The majority of the development of blueways, greenways
LECPs explicitly reference People, Place and other recreational opportunities
and Policy, Growing Tourism to 2025.
»» Develop and promote our natural and
Furthermore, many local authorities have built heritage through investment and
created detailed tourism strategies which development of our Gaeltacht areas,
build upon their tourism plans as outlined enhanced promotion of our National
in their LECP. Parks and Nature Reserves and other
All of the LECPs are prepared by the Local natural and built resources
Community and Development Committees
(LCDC), adopted by the elected members
and submitted to the Minister for
Housing, Planning, Community and Local
Government. Each local authority develops
a plan that considers unique local factors
through a process that includes extensive
public consultation. The strength of
the LCDC lies in its composition. This
membership of the LCDC is critical to
the delivery of the actions set out in the
LECP. The Act clearly provides for a role
for the local elected members and the
Chief Executive of the City or County
Council, the voluntary sector, community
groups and agencies that are central to the
delivery of public services in local areas.
CO. MONAGHAN 8
9 TOURISM STRATEGY
Regional Action Plan for Jobs
In the North East/North West Action Plan »» Build on Ireland’s Ancient East brand
for Jobs 2015-2017, key ambitions for the in the North East to contribute to
tourism sector in this area are: the target in the Government’s new
Tourism Policy Statement to grow
»» Explore the potential to develop
employment in the sector by 25% to
craft hubs for the region similar to
2025
Drumshambo food hub
»» Establish a cross border historic literary
»» Explore potential to develop
trail building on the Region’s literary
Memoranda of Understanding (MoU)
heritage
with all counties or groups of counties,
as appropriate, on both sides of This plan also references the ‘Borderlands
the Border building on the Newry/ Concept’ which is being developed by
Mourne/Louth initiative, under a Monaghan County Council - a concept
number of themes to include Tourism which seeks to link and market the existing
& Recreation natural and heritage and cultural assets of
the border counties, north and south from
the Mournes in Co.Down to Ben Bulben in
Co Sligo.
LECP Tourism Objectives
The Monaghan County Council Local The two goals which incorporate the
Economic & Community Plan provides agreed actions for tourism are as follows:
a focus for the shared vision of a better
quality of life for local communities and High Level Goal 3
opportunities to address issues affecting To support the development of social
community development and economic and economic Infrastructure to enhance
and enterprise development. The LECP and sustain economic and community
identified six high level Goals, supported development in the county
by specific Objectives under the respective
enterprise and community streams. High Level Goal 6
To protect, enhance and maximise
the potential of Natural, Cultural
and Heritage Resources of
County Monaghan
CO. MONAGHAN 10Tourism Work Programme
2017 – 2022
The actions relating to tourism have
This section sets out the
been taken from the LECP which was
key actions that will be
developed by Monaghan County Council’s
implemented in Monaghan
Strategic Policy Committee for Economic
County Council in the period Development and Enterprise Support
2017 – 2022. and the Local Community Development
Committee.
In addition to the LECP, a Co Monaghan
Tourism Strategy (2015 – 2020) was
adopted by Monaghan County Council
in 2015 and the actions outlined in this
document have also been incorporated
into this Tourism Work Programme.
11 TOURISM STRATEGYCO. MONAGHAN 12
Product / Experience Development
Co Monaghan, with its extensive natural resources and
the quality of its rural landscape, is well placed to take
advantage of the recent upturn in the tourism sector.
These advantages, combined with its Angling
attractive towns and cultural heritage,
The county has a multitude of lakes and
provide a significant opportunity for the
rivers and so is a renowned angling
development of tourism, particularly in
area for Coarse, Pike and Game anglers.
terms of the following offerings:
Substantial investment in the angling
Visitor Attractions product in the recent past has greatly
improved facilities and access and has
The county has a small number of visitor
led to an upsurge in the angling numbers
attractions – some of which are unique to
in the county. It is now a priority to build
the county such as The Patrick Kavanagh
on this momentum and to re-establish
Centre in Inniskeen, the Carrickmacross
Monaghan as a premier destination for
Lace Gallery and the Clones Lace
anglers.
Exhibition in the Canal Stores in Clones
and these serve to demonstrate the Heritage
uniqueness of the visitor attraction product
The cultural and heritage offering in
in Co Monaghan. The downside is that
Co Monaghan is strong but may be
they are without exception small facilities
perceived as being under-exploited in
and this has always been a challenge for
terms of its tourism potential. A priority
the county. The priority therefore is to
for the coming years will be to develop
develop and enhance these facilities and
the heritage offering and improve access,
the actions below reflect this.
signage and interpretation at key sites.
Parks and Amenity Areas
Accommodation
Parks such as Rossmore Forest Park, Lough
Muckno and the Sliabh Beagh Mountain The accommodation base in Monaghan is
area are key natural resources in the quite low in comparison to other counties
county. All, without exception, require in the Border region and there is a lack
substantial investment to develop the of budget accommodation in the county
amenities so as to bring the facilities up to in terms of Caravan & Camping facilities,
the standard expected. Hostels and Aire de Service type facilities
(which cater for camper vans). There
are development opportunities here
particularly for the private sector and the
LEADER programme will be important in
this regard.
13 TOURISM STRATEGYOBJECTIVES ACTION LEAD PARTNERS TIMEFRAME
LECP Strategic Objective 3.3 3.3.6 MCC Town Teams 2017
Promote development in town Pilot a Heritage Towns
and village centres Initiative in Clones and
Castleblayney
3.3.7 MCC MID (LEADER) 2016 – 2020
Support the development
of guesthouses, B&Bs, self-
catering and residential
accommodation in rural towns
3.3.8 MCC MID (LEADER) 2016 – 2020
Support the development of
Arts & Community Buildings
in each town
LECP Strategic Objective 3.8 3.8.1 MCC Friends of 2016 – 2021
Support the development of Develop a new museum County Museum
a Border Regional Museum facility in Monaghan Committee
facility in Monaghan supporting heritage and
culture for the border area
LECP Strategic Objective 6.2 6.2.1 MCC Waterways 2017 – 2018
Improve access to water Encourage and enhance MID Ireland, Inland
resources within the county access to our waterways and (LEAD- Fisheries
lakes ER) Ireland, Private
Landowners
LECP Strategic Objective 6.3 6.3.1 MCC MID (LEADER) 2016 – 2020
Enhance contribution of Provide R&D support to
tourism to the rural economy expand existing tourism
product offering, amenity
sites/trails, festivals, adventure
tourism product and visitor
attractions
6.3.2 MCC MID (LEADER), 2016 – 2020
Support continued Waterways
development of Ulster Canal Ireland
project and expand Greenway
from Clones to Armagh
Tourism Strategy Priority 2 Consolidate existing works in 2016-2020
Continue to lobby for and Clones Erne East Area
work on the re-opening of the
Ulster
CO. MONAGHAN 14OBJECTIVES ACTION LEAD PARTNERS TIMEFRAME
LECP Strategic Objective 6.4 6.4.1 MCC MID (LEADER), 2016 -2020
Develop and promote Improve access and Coillte,
key sites of multi-layered infrastructure at: Waterways
significance Lough Muckno Ireland
Dartrey Forest and lakes
Rossmore Park
Ulster Canal
Patrick Kavanagh Country
Black Pigs Dyke
Sliabh Beagh
Tourism Strategy Priority 1 Re-establish Kingfisher 2018
Focus on the development of Cycling Trail Loop
the key Amenity sites and on
Walking & Cycling Trails
LECP Strategic Objective 6.7 6.7.1 MCC 2016 – 2021
To improve the accessibility Conduct an audit of access
to and awareness of the key and signage issues in the key
archaeological and heritage national archaeological and
sites in the county significant heritage sites in the
county
6.7.2 MCC MID (LEADER) 2016 -2021
Develop and implement a
plan to address access and
signage issues identified in
the above plan
Tourism Strategy Priority 4 Support the Patrick Kavanagh 2016-2020
Develop the Potential of Centre to update and
Heritage Tourism enhance its product offering
Establish and promote a 2017
‘First Point of Contact’ for
Genealogical enquiries
Tourism Strategy Priority 10 Inform Trade of Funding MCC MID (LEADER) 2016-2021
Provide information on Opportunities
funding opportunities to
existing tourism businesses,
community groups or
potential start-ups
Provide on-going advice and MCC
support to tourism start-ups
15 TOURISM STRATEGYFestivals & Events
There is a wide range of festivals and Festival), Clones Film Festival, Patrick
events in the county. A small number of Kavanagh Weekend, Carrickmacross Arts
these festivals have national or indeed Festival etc. Smaller angling festivals which
international recognition and attract generate substantial bednights as the
significant attendances and generate majority of competitors are from overseas
bednights which is a key priority when should also be supported.
attracting funding. However, the majority
It will also be important to encourage
of the festivals/events in Co Monaghan
more established events to share their
attract local attendees or are aimed
expertise with developing events in order
at niche target markets (e.g. angling
to maximise the overall effectiveness of
festivals).
this sector to Co Monaghan.
Key festivals, both existing and new,
In addition to the above, increased
need to be supported as they can be
linkages between festival organisers
significant generators of visitor numbers
and accommodation providers will
and revenue. Such festivals would include
be important so that packages can be
the Monaghan Rhythm & Blues Festival,
developed to assist in addressing this
Monaghan Country Music Festival, Muckno
bednight issue.
Mania (including Muckno Autumn Angling
CO. MONAGHAN 16OBJECTIVES ACTION LEAD PARTNERS TIMEFRAME
LECP Strategic Objective 6.3 6.3.1 MCC MID (LEADER) 2016 – 2020
Enhance contribution of Provide R&D support to
tourism to the rural economy expand existing tourism
product offering, amenity
sites/trails, festivals, adventure
tourism product and visitor
attractions
Tourism Strategy Priority 3 Provide a high level of support MCC MID (LEADER) 2017-2022
Assist Festivals and Events to to festivals with a potential to
increase numbers and deliver deliver substantial bednights
bednights
Develop print copies of MCC Festival 2017-2020
annual Calendar of Events for Organisers
Co Monaghan and develop
and update on-line version
Provide on-going promotion 2017-2020
for festivals through social-
media
17 TOURISM STRATEGYMarketing & Promotion
Consultations with key stakeholders for the Co Monaghan
Tourism Strategy and for the LECP confirmed the view
that Monaghan is seen as a peripheral county and that not
being an integral part of a Failte Ireland/Tourism Ireland
‘destination’ was having a very detrimental effect on the
tourism industry in the county.
The idea of a ‘Monaghan brand’ came
A key priority therefore, is to
up several times in recent consultations
work to develop the Central
and perhaps ties in with the ‘lack of
Border Area as a destination
profile’ issue which was also identified.
in its own right and to highlight The landscape, people and heritage all
the wealth of culture, heritage, make Monaghan unique and it will be
landscape, attractions and important to convey these themes in future
activities that this area has promotions/marketing collateral. In 2016,
to offer. Monaghan County Council delivered a ‘My
Monaghan’ campaign which used videos
of locals to promote the county. Over the
Another key priority is the use of new
coming years, the council will build on the
and emerging technologies, both web
momentum of this campaign and develop
and mobile based to promote and market
more videos and podcasts for use on
Co Monaghan to visitors. Recent data
social media sites.
indicates the rapid growth in ownership
of smartphones and tablets and this
has a knock-on effect in terms of the
expectations of the more digitally aware
visitor. The challenge for the tourism trade
in the county is to convert our assets into
marketable tourism products and tell
our ‘story’ in new ways to match these
expectations
CO. MONAGHAN 18OBJECTIVES ACTION LEAD PARTNERS TIMEFRAME
LECP Strategic Objective 6.3 6.3.3 MCC Failte Ireland, 2017
Enhance contribution of Develop Borderlands Tourism Ireland,
tourism to the rural economy marketing concept other local
authorities
6.3.4 MCC 2016 – 2020
Develop Monaghan as the
Premier Angling County in
Ireland
6.3.5 MCC 2017
Redevelop and launch new
county tourism branding
LECP Strategic Objective 6.5 6.5.7 MCC Tourism Trade 2016 – 2021
Improve public awareness Increase presence on national Providers
of the natural resources of social media to promote
County Monaghan heritage and culture of County
Monaghan
Tourism Strategy Priority 6 Update web presence of MCC Tourism Trade 2017-2020
Increase on-line presence and county Monaghan tourism Providers
engage with Social Media website
Prepare and execute Public 2017-2020
Relations Campaign
Encourage an increase in the MCC 2017
availability of Wi-Fi for visitors
LECP Strategic objective 6.6 6.6.1 MCC Tourism Trade 2016 -2021
Develop and expand the Collate and develop the local Providers
understanding of history & knowledge of the people of
heritage in the county the county into a local tourism
itinerary in specific areas
LECP Strategic Objective 6.7 6.7.3 MCC 2016 – 2021
To improve the accessibility Develop Heritage Website
to and awareness of the key
archaeological and heritage
sites in the county
Tourism Strategy Priority 7 Ensure that up to date county 2017-2020
Improve Visitor Servicing promotional brochures are
available in key attractions and
civic buildings
Engage with Failte Ireland 2017-2020
in terms of exploiting
Monaghan’s inclusion in
Ireland’s Ancient East
Tourism Strategy Priority 9 Encourage networking among 2017-2020
Develop Networking the tourism trade
among trade providers and
encourage cross-selling
Improve the ‘weekend’ 2017-2020
experience for the visitor in
our main towns
19 TOURISM STRATEGYRegional Collaboration
& Bespoke Initiatives
As Monaghan is a border county, Monaghan County Council has
long worked with our counterparts along the border and our
colleagues in Northern Ireland to strengthen the tourism offering
in the cross-border region.
Monaghan County Council is a member
Finally, work is underway with
of East Border Region (EBR) and Irish
neighbouring councils both
Central Border Area Network (ICBAN) and
North and South of the border
has accessed EU cross-border funding
for tourism projects in the past. An ICBAN
to develop an alternative
application for a Tourism Literary Initiative
tourism experience to link and
has been submitted to the transnational
market the natural and cultural
INTERREG V programme through which assets of the border counties.
Monaghan County Council is hoping to A submission to the LEADER
develop the Patrick Kavanagh experience Co-Operation Programme
in Inniskeen. is envisaged for the project/
elements of the project.
Monaghan County Council is actively
participating in the Ireland’s Ancient
East initiative and is seeking to develop
product and access to heritage sites so as
to further benefit from this initiative.
CO. MONAGHAN 20Monitoring & Review
This work programme is aligned with the objectives of the LECP.
In doing so, it is agreed by the Local Community and Development
Committee. Importantly, it will form an important element of the part of
the annual presentation made to the Council on the status and delivery
of the LECP.
The Actions in the Monaghan County The LECP Advisory Committee will have
Council Local Community Development primary responsibility for ensuring that
Committee LECP are SMART: specific, progress milestones are being met in a
measureable, achievable, realistic and time satisfactory manner, and that performance
bound. Actions will be delivered through indicators are monitored. The SPC for
a range of stakeholders in partnership and Economic Development and Enterprise
progress will be monitored independently. Support will take a lead role in monitoring
The implementation of the LECP will be the economic actions.
monitored through an annual work plan
As provided for in the Local Government
and annual report which will describe the
Reform Act, 2014, the community and
achievement of SMART actions. The LECP
economic actions will be monitored and
will be subject to a midterm review no later
reviewed on an on-going basis and if the
than the end of 2018.
local authority considers it appropriate, it
All actions in the Monaghan LECP are will revise the actions, plans and strategies
assigned a lead organisation/s and set to achieve its objectives.
in many cases a number of support
organisations are identified. Each
lead organisation is responsible for
implementing the action and reporting on
progress to the LCDC.
21 TOURISM STRATEGYFOR MORE INFORMATION
Monaghan County Council
County Offices, The Glen, Monaghan, H18 YT50
Tel: 00353 47 30500
Comhairle Contae Mhuineacháin
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