WATERFORD CITY & COUNTY COUNCIL - TOURISM STATEMENT OF STRATEGY AND WORK PLAN 2017 2022 - Waterford City & County Council
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WATERFORD CITY & COUNTY COUNCIL TOURISM STATEMENT OF STRATEGY AND WORK PLAN 2017 – 2022
Foreword
Waterford is a destination that is rich in assets, with a historic city, picturesque towns and
villages, beautiful mountains, tranquil countryside, stunning coastline, world class visitor
attractions, and a wide range of festivals and activities. Waterford has a reputation as an urban/
coastal/rural /cultural/ heritage destination with a mix of attractions and activities that appeal
to a wide variety of visitors. Waterford’s being ‘Ireland’s oldest city’ sits well within Fáilte
Ireland’s branding Ireland’s Ancient East, and is underpinned by the strong heritage and culture
theme of the Viking Triangle, Waterford’s historic area. The unique combination of accessible
city breaks with authentic heritage, coastal and rural outdoor activities and value for money has
placed Waterford in a strong position to become one of the top visitor destinations in Ireland
outside of Dublin.
Tourism in Waterford has undergone a considerable The amalgamation of the two local authorities in
transformation over the past ten years with significant Waterford in 2014 presented the opportunity to create
investment in flagship tourism attractions, activity a unifying destination brand. ‘Visit Waterford,
tourism and the establishment and support of high Where Ireland Begins’ was launched in 2015 and is
quality festivals and events. The transformation came utilised by WC&CC in the marketing and promotion
about as the result of several policy decisions and from of tourism assets and service providers in Waterford.
the enormous effort by key organizations including Waterford is the major regional centre for the
Waterford City & County Council (WC&CC),
Fáilte Ireland and key industry stakeholders who South East and has an environment that encourages
together initiated and/or supported tourism related entrepreneurship and investment. This factor,
developments that include, but are not limited to the together with the recent upturn in the Irish economy,
following: have in turn helped to stimulate private sector
• The development of the Viking Triangle investment, with the potential of further tourism
• The relocation of the global brand and visitor related developments to come, all of which combine
centre House of Waterford Crystal to ensure that Waterford is now considered to be
• The opening of three Waterford Treasures one of the fastest growing tourism destinations of
Museums: Medieval Museum, Bishop’s Palace choice in Ireland.
and Reginald’s Tower
• The Waterford Greenway 46km off road cycling A critical factor in the success of Waterford’s
/walking trail Tourism Statement of Strategy and Work
• Investment in infrastructure and public realm Plan will be to build on the existing co-operation
• Investment in f lagship festivals, including between the public and private sectors to arrive at
Winterval, Spraoi, Tall Ships, West Waterford a ‘whole-of-sector’ approach to tourism. A unity of
Festival of Food and the Waterford Harvest purpose between Waterford City & County Council,
Festival. state agencies, the tourism industry and other
stakeholders will result in an overall improvement in
tourism performance that will contribute even more
significantly to communities throughout Waterford.
2
Currently valued at over 100 million Euro, Waterford’s In 2017, Ireland is once again facing an uncertain
tourism economy has to keep growing in real terms to future, due to major external factors including the as
ensure Waterford and its residents benefit. In 2016, yet unknown impact of Brexit, future US policy, and
the overall tourism economy in Ireland was valued at significant global political and economic instability.
over eight billion Euro in a record year, with overseas The effects of these external factors will be complex
visitor spend estimated to be 4.7 billion Euro. The and are unpredictable, and could include a decrease
tourism industry employs 230,000 people nationally, in the number of international visitors into Ireland.
with one in nine jobs in the tourism and hospitality Simply put; in the type of conditions outlined above
sector. Every one million of tourist expenditure many people may choose not to travel. However, there
supports 34 tourism jobs and for every one Euro spent is every reason for Waterford to be optimistic about
by tourists 24.5 cent is generated in tax. the prospects for growth and success, building on the
solid progress made in recent years, and set against
Different places within Waterford provide different the background of strong growth in overseas tourism
experiences for visitors. Each place has its own unique visitors, Waterford City & County Council will focus
character and set of experiences and activities that its tourism efforts on the areas where there is real
appeal to visitors. It’s important that Waterford City potential for economic return.
& County Council prioritise the development of those
places in Waterford that have the potential to deliver In 2022, Waterford will be a destination where
best economic return on investment. This does not the needs of the visitor, the tourism industry, the
mean that other areas are dismissed, merely that community and the environment are well balanced
the priority areas be recognised. Successful tourism and consequently will make a significant contribution
destinations have demonstrated the benefits of to improving the quality of life for local people. A
building on acknowledged strengths as an initial successful tourism industry will help to raise the
step to attracting visitors. The long term benefits of perception of Waterford as a desirable place in which
this approach can significantly outweigh a strategy of to live, work, invest and to visit.
disseminating investment resources more generally
and thinly.
Adam Wyse
Providing an excellent experience at every level Mayor of Waterford City & County Council
of the sector is vital for Waterford to improve its
competitive position. Value for money is as important
as ever, but there is no reason why Waterford should
not aspire to provide best in class provision across
the spectrum, there are still gaps that need to be
filled if the vision of delivering excellence is to be
achieved. For example, there are too few high-end Michael Walsh
hotels and there is a lack of accommodation in some Chief Executive
areas to meet the needs of visitors, there is a lack
of early evening entertainment on offer; these are
just examples of some of the challenges that face the
tourism industry in Waterford.
3
Introduction
Waterford City & County Council (WC&CC) Waterford City & County Council has identified leads
has played a leading role in tourism economic and partners to show who will be responsible for
development for Waterford over the past ten driving forward the development and delivery of
years, investing in both product development each action. The overall strategy will be driven by
and marketing, and acting as primary WC&CC and core partners, however it is essential
developer of a range of public outdoor, urban that there is a unity of effort across the tourism and
and rural tourism infrastructure. hospitality sector and wider tourism stakeholders
in order to successfully strengthen the competitive
Waterford has considerable strengths as a tourism position and improve the performance of the tourism
destination and is well placed to compete with the industry in Waterford.
best, offering a unique mix that appeals to a wide
range of visitors, including a city experience rich The opportunity now exists for Waterford to
with culture and heritage, a landscape of high reposition itself and attract more visitors from
scenic quality, a stunning coastline with UNESCO both the domestic and overseas markets. Currently,
designation and a wide range of activities, festivals Waterford attracts a typical profile of overseas
and events. visitors to Ireland, predominantly the ‘Culturally
Curious’ sightseers, some of whom visit on a coach
• Waterford is one of the leading destinations tour itinerary with the balance on a car rental touring
within the Fáilte Ireland initiative Ireland’s holiday. Other than those attending a specific event
Ancient East and is aligning itself to the brand or festival, Waterford is rarely the sole destination
in order to maximize the return from the of choice for an Ireland visit. Waterford also attracts
significant investment in the initiative from port of call visits by cruise ships, with a visit to the
national Government. Waterford has a strong and House of Waterford Crystal the prime motivator.
unique asset base, and this, together with ongoing
investment, support and collaboration, will enable Domestic demand for visits to Waterford is driven
Waterford to display resilience to and continue by festivals and events and by those seeking a short
its rise in the ranks to becoming one of Ireland’s leisure break, usually weekends. The age profile of
leading tourism destinations outside of Dublin. domestic visitors is quite broad and encompasses both
young and older, due to the appealing mix of family
The priority is to accelerate the growth of Waterford’s friendly, coastal tourism offering, quality cultural and
tourism industry by improving its competitiveness heritage city experience and great outdoors activities.
through further developing the tourism experience
appropriate to Waterford’s ‘best prospects’ and In 2017, the tourism industry in Ireland is once again
effectively market and communicate the offering to facing an uncertain future, due to major external
a defined market. factors including the as yet unknowable impact
of Brexit, the lack of certainty around future U.S.
4
policy, and significant global political and economic Domestic Tourism
instability. The effects of these external factors will • In 2015, Waterford was rated 11th nationally for
be complex and are unpredictable, and could include the number of domestic visitors.
a decrease in the number of international visitors • 285,000 domestic visitors in 2015
into Ireland. • This amounted to ¤62.3m in revenue
However, there is every reason for Waterford to International Tourism
be optimistic about the prospects for growth and • In 2015, Waterford was rated 10th nationally for
success, building on the solid progress made in recent overseas visitors
years, and set against the background of strong • 263,000 overseas visitors in 2015
growth in overseas tourism visitors, Waterford City • This amounted to ¤75m in revenue
& County Council will focus its tourism efforts over
the next five years on the areas where there is real
potential for economic return.
5
The Vision
This vision is informed by national and regional plans and policies and forms part of Waterford
City & County Council’s overall strategic vision for the next five years, from 2017 to 2022.
• Waterford will be a year-round economically Objectives
successful tourism destination providing •• To enhance the reputation and raise the profile
excellent, good value, memorable and authentic of Waterford
experiences to visitors from within Ireland and •• To achieve maximum potential as a primary
from overseas. tourism destination within Ireland’s Ancient
• Waterford’s tourism industry will generate long- East
term and lasting benefits which will enhances •• To grow Waterford’s share of domestic and
and supports local communities. international visitors and to increase visitor
• Waterford’s tourism industry will change duration
perceptions and realise additional economic •• To reduce seasonality
growth, jobs and prosperity. •• To maintain, conserve and restore the natural
and built heritage of Waterford to promote
Waterford City & County Council is committed to sustainable tourism
developing, delivering and promoting Waterford as •• To increase the average spend of visitors to
a world class tourism destination, with authentic, Waterford
memorable experiences that are talked about •• To develop a united and cohesive tourism sector to
and which attracts local, regional, national and enhance Waterford’s overall tourism performance
international visitors. •• To continue to access funding, support and
resources
Aims
•• To accelerate the growth of the tourism
economy
•• To continue to develop and deliver a world class
destination
6
National Policy
Waterford, Kilkenny and Wexford Local Authorities
People, Place and Policy, Growing Tourism to 2025 is are in agreement to develop Greenway connectivity
the Government’s national tourism policy and it sets in the South East, from Wexford via New Ross to
out ambitious goals for tourism in Ireland. The policy the Waterford Greenway, linking to Kilkenny, and
commits to “an enhanced role for Local Authorities on towards Dublin. A regional greenways office will
and recognition of the contribution of communities be established in New Ross with staff from the three
to tourism.” councils dedicated to the delivery of the project.
Specifically, the policy envisages that Local • Act as a link between the State tourism agencies
Authorities will: and communities by supporting community effort
with regard to major national tourism initiatives
• Continue to act as primary developer of a range such as the Gathering;
of public tourism infrastructure, including
outdoor tourism infrastructure and urban and WC&CC works directly with local communities in
rural heritage; accessing support and in the delivery of initiatives
through national funding schemes including
Waterford City & County Council (WC&CC) REDZ, CEDRE, Town & Village Renewal etc.
has played a leading role in tourism economic For example: Working in partnership with the
development for Waterford over the past ten Commission for the Economic Development of
years, investing in both product development and Rural Areas, Waterford City & County Council
marketing, and acting as primary developer of a is in the process of implementing several tourism
range of public outdoor, urban and rural tourism related initiatives including the development of ten
infrastructure. Waterford City & County Council Waterford food stories; a review and strategic plan
will continue to focus its tourism efforts over the for Farmer’s Markets, and preparing a framework
next five years on the areas where there is real for a Waterford Food Trail.
potential for economic return.
7
• Support community effort in destination • Provide a range of advice and support through
development, including assisting communities to the Local Enterprise Offices.[1]
align their efforts with the tourism agencies brand
architecture and consumer segmentation model; Waterford’s Local Enterprise Offices (LEO) is
providing training and mentoring management
WC&CC interacts directly with local tourism and development supports to enterprises that have a
social enterprise groups to ensure all efforts are proven international trading. There are also direct
aligned to common themes and markets and in the financial supports available towards employment
context of the appropriate brand architecture. that have a proven international training element
and can demonstrate sustainability. LEO also
• Provide a competitive environment for tourism provides supports for Social Enterprise with a view
enterprises through continued focus on high to developing community tourism facilities.
quality maintenance of public infrastructure
frequently used by visitors;
Regional Action Plan
The development by Waterford City & County
Council of the Viking Triangle in Waterford City
For Jobs
has been crucial in helping to unlock private sector South East Action Plan for Jobs
investment in the area. The project is already
delivering very favourable economic returns The South East Regional Action Plan for Jobs
in terms of tourism enterprise, job creation and prepared by the Southern Regional Assembly in
increased visitor numbers and expenditure. 2015 under the direction of the Department of Jobs,
Numerous new restaurants, bars, craft studios Enterprise and Innovation, states that applying the
and shops have opened in what had been a largely national targets to the South East region as set out in
derelict area that discouraged visitors from ‘People, Place and Policy – Growing Tourism to
exploring. 2025’ would indicate a potential for an extra 300,000
overseas visitors over the period to 2025 and the
Similarly, the development of the new 46km long potential for an additional ¤90 million in foreign
Waterford Greenway between Waterford City earnings into the region.
and Dungarvan is expected to stimulate tourism,
economic and social enterprise along the route and The South East region, renowned as the ‘Sunny South
at the main population centres over the next five East’, has continued to grow as a tourist destination,
years. for both domestic and overseas visitors. Overseas
tourists to the region grew by 13% from 2012 to 2015
• Contribute to capacity building in tourism to reach 897,000 and revenue from overseas visitors in
nationally by co-ordinating exchange of the region reached ¤260 million in 2015, an increase
knowledge between established and developing of 12 per cent on 20121. Tourism is Ireland’s largest
tourism destinations; employer, with up to 11 per cent of all jobs in the
Waterford City & County Council will continue to focus
its tourism efforts over the next five years on the areas
where there is real potential for economic return.”
[1]
People, Place and Policy, Growing Tourism to 2025, Department of Transport, Tourism and Sport, March 2015.
8
tourism and hospitality centre. Tourism Value Added •• Develop Future and Emerging Technology
(GVA) exceeds any major industry in Ireland with programmes for new entrants to the Hospitality
the exception of pharmaceuticals and domestic Irish and Tourism sector as well as up-skilling
tourists spend more than our foreign visitors . Every
2
Cont inuous Professiona l Development
¤1 million in tourism revenue supports 55 jobs in that programmes for those currently engaged.
sector. Every 1,000 extra tourists support 18 jobs in •• Develop schools tourism initiatives such as “Know
the industry and expenditure on food and drink makes Your Own County” Campaigns and online tourism
it Ireland’s fourth biggest industry in terms of GVA. It induction programmes for schools to (1) promote
also offers work opportunities for the young, casual offerings within the region (2) develop future
and part-time worker and it supports and grows other tourism ambassadors for the region (3) to highlight
sectors including transport, construction, professional potential career opportunities in the sector.
services, agriculture and retail. •• Ensure appropriate marketing material is available
at Rosslare Port on visitor experiences and key
There are 14 tourism related actions in the South East destination locations in the South East Region.
Action Plan for Jobs, taking in Ireland’s Ancient •• Develop the rivers and coastal ‘water margins’
East, water based tourism, use of ICT and quality assets of the South East region as key elements
of place: of the Fáilte Ireland South and East region offer,
including blueway trails linking activity hubs and
•• Develop a minimum of two cross county tourism amenities.
initiatives which focus on delivering a quality •• Develop a plan to improve the visitor experience
international tourism experience which are hung and business capability of water activity providers
off the Ireland Ancient East Brand, and include (SMEs) active in tourism in coastal and river areas
the Munster Vales area. considered key to delivering on the objectives of
•• Develop the South East zone value proposition both Faille Ireland’s Experience Development
and experiences as part of Ireland’s Ancient East, strategy and the Department of Agriculture, Food
including in scaling up the asset base in the region and Marine’s strategy Harvesting Our Ocean
and achieving international “stand-out” for the Wealth.
area based on its comparative advantage in built •• Develop a strategy to increase adoption and use
and cultural heritage. of ICT technologies in marketing and delivery of
•• Promote and incentivise greater business links tourism experiences for the South East.
between tourism and food sectors, promoting use •• Tourism and hospitality enterprises to collaborate
of local produce by the local hospitality sector to develop appropriate training for the hospitality
and attracting visitors to the region for food and sector to improve customer service standards.
beverage related activities. •• Údarás na Gaeltachta will run a pilot project in
•• Identify opportunities which are appropriate to the Déise Gaeltacht to build further capacity in
each county where co-ordination of attendance at existing and emerging tourism-related enterprises.
Trade Shows can be managed at a regional level •• Establish a programme for large employers
to ensure appropriate marketing and promotion to collaborate to brand the region as a tourist
of tourism offerings in SE. This will require destination.
coordination and collaboration on a) on shows to •• Develop an initiative to promote the conference
attend b) cross-marketing material and c) training centre facilities and attractions in terms of ease
on promotion. of access and accommodation in the South East.
1
Failte Ireland 2015
2
South East Jobs Strategy 2016
9
LECP Tourism Objectives world class visitors attractions, including the global
brand of Waterford Crystal and the award winning
Waterford Local Economic Waterford Treasures Museums. Waterford City also
offers a vibrant city experience with national scale
& Community Plan 2015 - festivals including Winterval, Spraoi and Waterford
2020 Harvest Festival, an award-winning hospitality sector
as well as an Purple Flag designation.
In Waterford’s LECP, the following was identified as
one of six economic goals to achieve the outcome of Waterford Viking Triangle:
a ‘vibrant and sustainable local economy’: Covering almost five acres of Waterford’s historic
core between The Mall and the quays with the iconic
Accelerate the Growth of the Tourism Economy
Reginald’s Tower at its apex, the Viking Triangle has
Tourism has the potential to become a key driver of economic
emerged in recent years as one of the most attractive
growth and job creation across Waterford and the South
and historic urban areas in Ireland. Centred on the
East. Tourism provides jobs in rural and urban areas and is
location of a 10th Century Viking settlement and
populated by many Irish owned SMEs. Tourism also offers
with seven national monuments, Waterford Viking
positive spill overs into other aspects of the economy and
Triangle has one of the highest concentrations of
society such as quality of life improvements for permanent
historic buildings from different eras to be found
residents and increasing the attractiveness of Waterford and
in such a compact area anywhere on the island of
the region for inward investment.
Ireland. A short stroll alongside a section of the
medieval city wall takes visitors from the 13th Century
Tourism Work Programme 2017 – Reginald’s Tower to a 15th Century wine vault which
2022 – Key Actions sits underneath the multi-award winning Medieval
Product / Experience Development Museum which was designed by WC&CC architects,
Waterford is a highly scenic coastal county, with and onwards to the Bishop’s Palace and the beautifully
unspoilt countryside, a vibrant city with authentic atmospheric Church Cathedral. These historic gems
heritage and culture experience and world class sit comfortably alongside the refurbished 18th Century
visitor attractions, an exciting and eclectic calendar Theatre Royal and the contemporary 21st Century
of year-round festivals and events, picturesque architecture of the House of Waterford Crystal.
towns and villages, outstanding walking and cycling
facilities, a superb menu of family-friendly activities, Natural Environment:
a reputation for food excellence, good places to stay, A central reason why visitors choose to holiday in
and quality infrastructure. The primary appeal of Waterford is the quality and accessibility of the
Waterford and high motivational association for many natural environment. Waterford has beautiful
overseas visitors has traditionally been as the home mountainslush green countryside, and a stunning
of the global brand Waterford Crystal. Waterford has coastline with excellent beaches including a number
a distinctive sense of place experience that makes of areas of special conservation.
the destination special and has a number of areas of
competitive advantage: Heritage:
As well as the historic story of Waterford city,
Waterford City: many historic features remain in the landscape,
Founded by Vikings from Norway in 914 A.D., including the Copper Coast UNESCO designated
Waterford is Ireland’s oldest city with a specific Geopark. Waterford has a wonderful collection of
tourism focus in the Viking Triangle area. Located historic towns and villages that tell unique stories
within a geographically compact area are an array of of Ireland’s past and are a testament to rich heritage
10for visitors and communities alike. Waterford is also Hospitality:
home to several large houses and gardens of note, Waterford provides a good mix of g uest
including Mount Congreve, Curraghmore, Dromana accommodations, restaurants, cafes, bars, pubs,
and Cappoquin. entertainment and shopping opportunities.
Activities and Adventure: Distinctive Destinations:
Waterford is a growing activity tourism destination. From the coastal resorts of Dungarvan, Tramore,
The mountains, coastline, beaches, rivers and Ardmore and Dunmore East to the character
lakes provide an unrivalled backdrop to support a destinations of Lismore and the historic city of
wide range of activities including walking, sailing, Waterford which has a unique atmosphere created
kayaking, hill walking, fishing, horse-riding, cycling by the combination of people, authentic rich heritage,
and golf. The newly opened Waterford Greenway and contemporary culture.
will be a major feature in Waterford’s activities and
adventure appeal. Product Development
There has been considerable investment in the
Food & Beverage: tourism product of Waterford over the past ten
Waterford has a strong association with good food years, as well as environmental and public realm
and beverage offerings, both through a vibrant artisan improvements. Support has been realised through
food production industry and through good quality a range of Government and EU schemes, including
food service outlets, two significant food festivals, Fáilte Ireland’s ‘New Ideas in Ancient Spaces’, Rural
and with several award winning restaurants. Economic Development Zones (REDZ), Town and
Village Renewal, Commission for the Economic
Festivals and Events: Development of Rural Areas (CEDRA), and Waterford
Waterford has an extensive and diverse year-round Leader Partnership. The systematic implementation
calendar of festivals and events ranging from cultural, of key catalytic projects is helping to underpin
food, arts, family and sporting events, including positive changes in perception about Waterford as
Winterval, Spraoi, the Viking Marathon, Sean a tourism destination. Investment in Waterford’s
Kelly Tour, Imagine Arts Festival, Lismore Opera, tourism product continues, for example, the new
Dungarvan Tradfest, Dungarvan Aglow, Tramore Waterford Treasures Viking House in the Viking
Promenade, Immrama, Waterford Writers Weekend, Triangle and the 46km Waterford Greenway, both
Waterford Harvest Festival and the West Waterford of which will open in 2017.
Festival of Food.
Over the next five years, Waterford looks forward
Arts and Culture: to the development and delivery of further tourism
Shortlisted in its bid to be European Capital of Culture experiences and initiatives such as Mount Congreve,
2020 (together with Kilkenny and Wexford), in recent St. Declan’s Way Pilgrim Path and the regional
years Waterford has strengthened its arts and culture tourism initiatives the Munster Vales and Celtic
sector, and visitors can enjoy a wide variety of arts Routes; as well as those developments that will
and culture on offer in a mix of traditional and enhance the tourism experience, such as the North
contemporary venues and galleries, including the Quays development, the creative district of O’ Connell
Theatre Royal, Garter Lane, Coast Guard Station, Street, the Apple Market development, Grattan
Central Hall, Soma, Greyfriar’s Municipal Gallery, Square in Dungarvan, regeneration in Tramore etc.,
Old Market House Arts Centre, Town Hall Theatre
etc.,
11Other tourism related initiatives currently in not limited to the physical corridor of the route, for
development include the upgrade of the cliff walk e.g. the Greenway connects directly into the Mount
in Dunmore East; the installation of an orchard and Congreve Estate, Waterford City and Dungarvan. The
public garden in Tallow; the upgrading of the old Waterford Greenway has the potential to be one of the
railway station in Kilmacthomas on the Waterford key signature experiences in Ireland’s Ancient East,
Greenway; and the provision of a refreshment stop as it encourages visitors to engage with the wider
for ferry passengers in Passage East. tourism experience in Waterford in a meaningful
and authentic way.
There are areas in Waterford that require support
in exploring and defining its tourism potential, Waterford Treasures 3D Viking Experience in
for example the Blackwater Valley and An Rinne, the Viking Triangle – Opening 2017
Waterford’s Gaeltacht area. Developed with funding supporting from Fáilte
Ireland’s ‘New Ideas in Ancient Spaces’ Capital
The Waterford Greenway – Opening 2017 Grants Scheme, is a new Waterford Treasures 3D
Greenways have a particularly strong appeal to Viking Experience which will provide an accessible,
visitors, both domestic and overseas. There is a rise approachable guide to the Viking World that will
in the popularity of walking and cycling holidays, appeal to a broad audience and bring a new added
while emerging consumer trends are towards good dimension to Waterford’s Viking Triangle.
health, self-improvement and wellbeing.
Opening in spring 2017, the 3D Viking Experience
Recognising this, Waterford, with the assistance of experience will create an immersive, story-driven
state funding, has developed at 46km off-road shared experience, using state-of-the-art technology, to take
use Greenway along an old railway line between visitors back to the age of the Vikings. The stories that
Waterford City and Dungarvan. The Waterford the visitors will take part in include an epic voyage
Greenway, is an important national tourism asset. from Norway, an attack on an Irish monastery, the
founding of Waterford, and the impact of the Vikings
The Waterford Greenway connects the east and on Ireland’s history and culture. This will staged in a
west of the county with the Copper Coast on one replica Viking Age house, an exact model of a house
side and the dramatic backdrop of the Comeragh excavated in Waterford.
Mountains on the other. The visitor experience is
12In Development: Mount Congreve In development: Waterford City Creative
Mount Congreve Estate is in the process of being District
conveyed to the Irish Government, for the use, benefit There is potential to develop Waterford’s extensive
and enjoyment of the people of Ireland. As part of base of cultural groups and facilities to develop a
this process, WC&CC will assume responsibility creative district in the O’Connell Street area, adding
for Mount Congreve Estate, who will put in place vibrancy and enhancing the visitor experience of
a Mount Congreve Trust to oversee the direction, Waterford City. The planned re-development of
development, management and promotion of the the Presbytery buildings on George’s Street as a
estate. location for arts and culture will further strengthen
the focus on this node. These facilities and local
The potential of Mount Congreve House and Gardens expertise in youth arts create opportunities to
is very significant. It is expected that, following a develop Waterford City centre as a cultural centre
level of investment, Mount Congreve will become for both the resident population and the visiting
the leading visitor attraction of its kind in the South tourist population. O’Connell Street is to be developed
East of Ireland. WC&CC has examined the business as a family oriented arts/ culture node with many
models of similar visitor attractions and considers existing attractions including Garter Lane Arts
there is significant potential for expanding the Centre, Granary Cafe, and the Waterford Institute
commercial base of Mount Congreve. These new of Technology School of Architecture.
operational practices include enhanced marketing,
developing partnerships with private sector As part of this process Waterford City & County
operators and developing new visitor facilities with Council is participating in URBACT, a European
additional revenue potential and job creation. The Territorial Cooperation programme aiming to foster
estate and gardens currently open 100 days per year sustainable integrated urban development in cities
in high season. With investment in infrastructure, across Europe. Waterford City and County Council
interpretation and facilities, it will be become a year- have successfully passed phase one and are now
round attraction by 2022. being accessed in order to pass phase two under
the Creative Spirits project. The aspiration of this
WC&CC will seek to secure significant funding and project is to boost Creative Entrepreneurship through
collaboration from other sources, including Fáilte Creative-based Urban Strategies.
Ireland, to provide further support and investment
in the development, delivery and promotion of Mount
Congreve.
Opening in spring 2017, the 3D Viking Experience
experience will create an immersive, story-driven
experience, using state-of-the-art technology, to take
visitors back to the age of the Vikings.”
13LECP
Action Lead Partners Timeframe
Objectives
Ongoing development and
promotion of Waterford WVTT, OPW,
Develop a world
Viking Triangle, including HOWC
class tourism WC&CC Ongoing
House of Waterford Crystal WMT
product
and Waterford Treasures Private sector,
Museums
Develop a world class OPW Mount
garden and estate at Mount WC&CC Congreve Trust 2018 - 2022
Congreve Fáilte Ireland
Harness potential of the Copper Coast
WC&CC 2017 - 2022
UNESCO Geopark Geopark
Develop the activity tourism
WLP Private sector
potential of the Comeragh
WC&CC Local Tourism 2017 - 2020
Mountains and Munster
Groups
Peaks
WLEO WLP
Development of Waterford
WC&CC Private Sector, 2017
Greenway
DTTS
Support coastal tourism
by developing the network WLP, Tramore
of beaches, harbours and Chamber of
piers along the estuary and WC&CC Tourism and 2017 to 2022
development of Tramore as Commerce
Ireland’s premier seaside Private Sector
destination
Develop the tourism
Private Sector,
accommodation product in WC&CC 2017 - 2022
IHF SE
Waterford
Completion of W.I.T. Arena
Private sector
to develop business tourism WIT 2017
Meet in Ireland
offering
Develop infrastructure in
Waterford City & Dunmore Port of WC&CC, WLP,
2017 - 2020
East to support cruise Waterford Private sector
tourism
Maintain, restore
WLP
and upgrade
Local Social
the natural and
Identify suitable projects Enterprise and
built heritage
within Waterford which have Local Groups
of Waterford’s WC&CC 2017 - 2022
the potential to complement Tidy Towns
towns and
the existing tourism offering REDZ
villages to
Town & Village
promote rural
Renewal Scheme
tourism
14LECP
Action Lead Partners Timeframe
Objectives
WC&CC
Develop a suite of
Enhance Fáilte Ireland
experiential themes that Munster Vales,
the visitor Private Sector 2017 - 2018
reflect existing tourism Celtic Routes
experience Local Tourism
bundles
Groups
Ensure the
viability of Support the expansion of the Waterford WC&CC
2017 - 2020
Waterford runway Airport, DTTS, Private Sector
Airport
Festivals & Events
In recent years, Waterford has developed a reputation for staging high quality, large scale festivals and events,
attracting visitors from all over Ireland and overseas. Waterford City & County Council has invested significantly,
with both funding and human resource, in the development of several flagship festivals in recent years, most
notably the Tall Ships 2011, Winterval, Summerval and the Waterford Harvest Festival. WC&CC also provides
supports a wide range of small to medium sized festivals and events spread throughout Waterford across the
calendar year, including sporting events, arts, film, literature, food, and music themed festivals.
In 2017, Waterford City and County Council is investing 1.4 million Euro in a wide range of festivals and events
in Waterford.
WC&CC also provides free annual training to festival and event organisers in health and safety, marketing
and programming.
LECP Objectives Action Lead Partners Timeframe
Animate Waterford’s
Animate Waterford’s
Private Sector, public realms
Enhance the public realms through a
WC&CC Festival & Events through a year-round
Visitor Experience year-round programme of
organisers programme of festivals
festivals and events
and events
15MARKETING & PROMOTION
Domestic Marketing
Positioning Waterford as one of the leading destinations within Ireland’s Ancient East will provide both a
valuable platform and will re-enforce key messages in the mind of the consumer. It will be the experiences
that differentiate Waterford from other destinations that will resonate most memorably with visitors and it is
imperative to clearly articulate what makes Waterford unique.
In 2015, Waterford City and County Council undertook an extensive destination branding process and launched
a new tourism brand; ‘Visit Waterford, Where Ireland Begins’. This robust and exciting brand is sustainable
into the future as it sits well in the national standards and aligns itself to the regional branding of Ireland’s
Ancient East. In terms of the marketing and promotion, Waterford’s Tourism Statement of Strategy
and Work Plan will align with Fáilte Ireland’s regional brand of Ireland’s Ancient East whilst continuing to
promote the unique and distinct Waterford offering under the brand of Visit Waterford, Where Ireland Begins.
International Marketing: Waterford | Kilkenny | Wexford
The key challenge facing tourism in the South East region is to attract more overseas visitors and thereby
reduce its dependence on the domestic market.
Waterford, Kilkenny and Wexford sit under the leading tourism brand of Ireland’s Ancient East which is being
promoted by the national tourism agencies Fáilte Ireland and Tourism Ireland. However, it is important that
the South East presents a strong regional presence and unique identity to attract international visitors to the
region. To that end, a number of collaborative tourism marketing initiatives aimed at the UK market have
been undertaken in 2016, and further campaigns are in hand for 2017. Collaborative partners include Tourism
Ireland, Rosslare EuroPort, Irish Ferries and Stena Line.
The positioning of the region as a destination offering a quality heritage and culture experience within the
context of Ireland’s Ancient East opens the doors for the region to capture an increasing share of ‘sightseers
and culture seekers’ who are the majority of overseas visitors to Ireland. Not only can the region attract visitors
to experience an urban offering but it can also offer a choice of convenient touring bases for visitors who wish
to explore the broader region.
LECP Objectives Action Lead Partners Timeframe
Support and underpin Private sector,
Strengthen the
Fáilte Ireland’s proposition WC&CC local tourism Ongoing
tourism brand
‘Ireland’s Ancient East groups
Develop and implement
integrated branding and WC&CC Fáilte Ireland Ongoing
communications
Tourism Ireland,
Rosslare
Ongoing development
EuroPort,
of regional promotional WC&CC Ongoing
Wexford /
strategies
Kilkenny Local
Authorities
16Regional Collaboration And Bespoke outcome will be to achieve effective and well-
Initiatives understood partnerships, with clear objectives,
accountabilities and responsibilities to support
Waterford Tourism Forum destination delivery and management.
The tourism sector in Waterford is a mix of publicly
and privately owned visitor attractions, family Munster Vales
owned and group owned hotels, tourism related Munster Vales is a tourism initiative which is
activity providers and hospitality providers. In the developing and marketing a key inland destination
past, Waterford City & County Council has both within Ireland’s Ancient East. Munster Vales extends
led and facilitated a coordinated approach to the from the Comeragh Mountains in Waterford to
tourism industry in Waterford by endeavouring Ballyhoura in Limerick, and incorporates the Galtees
to create networks that collaborate to embrace, and the Knockmealdowns. The initiative is supported
promote and implement the development of tourism by Fáilte Ireland, Waterford City & County Council,
in Waterford, for eg: Destination Waterford City, Tipperary, Limerick and Cork County Councils, local
Wild Waterford Pure Adventure, Waterford Garden development agencies and tourism entities.
Trail, Eat Waterford. There are also tourism groups
and networks throughout Waterford which operate The Munster Vales has secured funding under the
independently of, and receive support from WC&CC, Rural Economic Development Zone programme
for eg: Tramore Chamber of Commerce and Tourism, towards the delivery of marketing actions and to
Lismore Heritage Group, Dunmore East Tourism, fund infrastructural project development across the
Dungarvan Tourism, Comeraghs/Nire Valley Tourism region, including St. Declan’s Way in Waterford.
Group and the emerging Blackwater Valley Tourism
Group who work together and with WC&CC in a Celtic Routes
variety of ways to promote and enhance the tourism Waterford City & County Council is a lead partner in
offering in their locale. a two year pilot programme entitled ‘Celtic Routes’
which will test the feasibility of a series of newly
Waterford City and County Council recognises that created cross-border tourism trails that combine
an approach that facilitates strong and productive natural, cultural and heritage assets in Ireland and
partnerships is a necessity for success. With that in Wales to increase visitor numbers to the benefit of the
mind, Waterford City & County Council will establish economy in both Ireland and Wales. Identified coastal
a new umbrella tourism group; the Waterford communities in Wales (Carmarthenshire, Ceredigion,
Tourism Forum which will take in representation Pembrokeshire) and in Ireland (Waterford, Wexford
from across the tourism sector. WTF will be made and Wicklow) can be bypassed by tourists transiting
up of representatives from localized tourism the major arterial roads between ports of entry and
groups, along with Chambers of Commerce, IHF the more well-known, ‘tourism honeypots’ beyond the
representatives, Vintner representatives and key target area. These locations on either side of the Irish
industry stakeholders. Waterford Tourism Forum Sea are characterised to be transiting trails and share
will be self-directing, industry focused and will several characteristics that present both challenges
identify and address tourism-related issues, setting and opportunities. The Celtic Routes programme
up temporary working groups to address specific will bring together coastal communities on both
objectives / issues as necessary. This approach will sides of the Irish Sea to develop a new Ireland/Wales
allow Waterford’s tourism community to decide what tourism brand that will offer the visitor a compelling
is most important to grow the tourism industry in motivation to visit the Ireland/Wales region.
Waterford, to maximise visitor satisfaction and to
stimulate local support for tourism. The desired
17Blue Way Development DEXIS
The three local authorities in Waterford, Wexford and The DEXIS (Destination Experience Information
Wicklow are collaborating with the rural development System) is a collaborative project funded via inputs
companies in these three counties in order to from Waterford City & County Council, Waterford
formulate a funding proposal under the Leader Institute of Technology and Waterford Chamber
Cooperation programme for the development of a of Commerce. The project was rolled out across
maritime and estuarine Greenway which will stretch Waterford City and County during the summer of 2016
from Bray in Wicklow to Ardmore in Waterford and The key objectives of the DEXIS project were 1)
encompass the estuaries of the Rivers Avoca, Suir, To design and implement a destination experience
Barrow and Blackwater information system that would provide reliable data
on destination experience performance to destination
Destination Training stakeholders and 2)To utilise insights and learning
Waterford City & County Council’s Destination from the process to build recommendations and inform
Training is an annual event in the diary of action in encouraging wider sectoral engagement with
Waterford’s tourism and business community. experience performance management.
Destination training provides a unique opportunity
for the businesses from Waterford City and County Welcome Ambassadors
to come together to network and share information An innovation introduced at the Viking Triangle that
with each other. Participants receive training in has quickly become established as a ‘must have’ for
customer care, delivering the ‘Waterford Welcome’, future tourist seasons in Waterford is an ambassador
destination knowledge which includes understanding programme that sees local people volunteer as roving
the importance of encouraging visitors to explore guides in the area. Readily identifiable through
attractions in the Ireland’s Ancient East region as colourful branded clothing, the ambassadors are fully
well as locally. Participants also receive free access trained and knowledgeable – whether from an historic
to visitor attractions and activities in Waterford so or more practical and contemporary perspective. In
as they can talk about the experience with firsthand short, they are the friendly face of Waterford and there
knowledge. has been overwhelmingly positive visitor feedback
to the part they play in making a visit to the Viking
18Triangle special. Numbering over 70 individuals, the This work programme is aligned with the objectives
civic-minded ambassadors themselves also report of the LECP. In doing so, it is agreed by the
positively on the experience and are a very valuable Local Community and Development Committee.
mobile resource to the local authority in hearing Importantly, it will form an important element of the
about any emerging issues that can be quickly tackled part of the annual presentation made to the Council
before they impact on visitors. on the status and delivery of the LECP.
Support of Local Tourism Information Offices The Tourism Statement of Strategy and Work Plan
Waterford City & County Council, together with will be presented to the Economic Development
Dungarvan and Tramore Chambers of Commerce, and Enterprise Strategic Policy Committee for
provides direct support toward the provision of monitoring and review.
tourism information centres in Dungarvan and
Tramore to increase the dissemination of information
and encourage the movement of visitors around
Waterford and the south east.
MONITORING AND REVIEW
Waterford City and County Council recognises
that an approach that facilitates strong and productive
partnerships is a necessity for success.”
1920
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