john magee - the great western greenway, mayo, ireland: a tourism and economic development case...

The Great Western Greenway, Mayo, Ireland: A Tourism & Economic Development Case Study

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OECD Forum on Partnerships & Local Development ____________________________________

DERELICT RAILWAY 2009

Overview

• The Great Western Greenway • the What & the How

• Impacts & lessons • Integrated local development • Experience informs strategy

Key Tourism Facts 2014

• Mayo - ranked 7th most visited county

• Employment from Tourism Industry in Mayo 4500

• Accommodation Providers 194 • Bed Nights 7700+

• Overseas Visitors to County Mayo 245,000

• UK, USA, Germany greatest markets

• Access via ports at Dublin, Cork, Shannon, Knock

• Access is key - Good Infrastructure, public transport, flight connectivity

• Domestic Visitors 373,000 • Mayo is popular with the Dublin

visitor •5,000 years of Neolithic habitation

Clearance & Drainage

Pavement Construction

Signage

The Result

Infrastructure as catalyst Enabling platform for innovation, regeneration

and enterprise (As if by magic…) Bike hire Accommodation Gourmet Greenway Greenway Artists Food products Experiences

New Businesses & Creative Services

New food products…

Product Development Example - Gourmet Greenway ‘Inspired and Inspiring’ / “One of the best things in Irish hospitality” ~ John McKenna, Bridgestone Guide

Greenway Skate Park

COMMUNITY BUY IN

Cross Selling Packages – Integrated business approach

Typical Packages of accommodation combined with bike hire, packed lunch, transport pick up

0

50,000

100,000

150,000

200,000

2010 2011 2012 2013 2014

PEDESTRIANSCYCLISTS

Visitor Numbers

Economic impact Year 1: 38 new jobs; Year 6: 200 Bike hire; cafés; hotel & hostel; etc

265,000 visitors in 2014 Year 1: €7.2m to local economy; Year 6? Extended tourism season

Impact… beyond the economic

Local & County-wide confidence Pride Local vibrancy transformational?

How 1: Approach

Consultation, engagement & compromise Early adopters… work with the energy Build momentum Benefits for all

How 2: Stakeholders

Leadership (Local Authority, Local

Dev. Sector)

161 Landowners / Local Community

Funders (Dept Transport /

Failte Ireland) €5.7m investment

Collaboration

Mayo’s tourism product

Broad range of attractions / experiences Walking – extensive trails network Pilgrimage / Holy Mountain / Marian Shrine Outdoor activities / adventure Angling / golf / equestrian Wilderness / National Park National Museum of Country Life

Tourism… only part of the story!

Enterprise & Investment Unit 2012: Emerging Sectors Study Tourism Renewable Energy Enabling existing employers to grow Branding / Marketing / Promotion – Mayo.ie

Focus on sustainable job creation

From experience to strategy

• Extensive publicity Awareness raising • Success (Greenway) Product (Greenways?) • Approach Engagement & Collaboration

3 elements: •Create experiences •Branding & Marketing •Collaboration

What we’ve learned…

• Infrastructural Investment can leverage community & private buy in… Creates momentum, but needs direction & co-ordination

• Work with the energy – others will follow

• Infrastructure can re-energise an area – bringing back that sense of place/pride of place

• Create experiences & packages

• Community engagement is essential

• Everyone must see the benefits

• Success has many fathers!

Thank you for your attention