john magee - the great western greenway, mayo, ireland: a tourism and economic development case...
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The Great Western Greenway, Mayo, Ireland: A Tourism & Economic Development Case Study
____________________________________________________________
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