chapter

31

swot analysis

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swot analysis

6.1

marketing and product development

A SWOT analysis was performed with each of the operators and industry members from both a marketing and product development point of view. *While needs varied between all groups researched, the overall response is outlined below. TABLE 14 Marketing SWOT Analysis Strengths Weakness

Access to airport and city centre National primary routes Heritage is a strong USP for Meath in the tourism destination market Rural Village composition Agricultural and pleasant rural setting offer a good marketing backdrop

Poor signage Web not current enough, not updated enough from members themselves Lack of reservation system There is no town called Meath therefore lack of comprehension as to where Meath starts and finishes Lack of services in north of county Lack of synergy between development and leisure amenities Weak tourist information and distribution Perceived poor VFM Inexperienced front of house staff Lack of integration in sectoral marketing groups Poor PR by Meath Tourism themselves to communicate the work they are achieving for the county

33

The research methods were chosen to facilitate the most comprehensive, accurate and up to date tourism review ever to be undertaken in County Meath.

6
swot analysis
Opportunities Threats

Opening of more high quality(4*and 5*) accommodation in Meath who will carry a marketing department each Signage- tourism, interpretive and directional

Competition Coastal erosion Car driving and parking on beach

Establishment of Meath Tourism industry forums Complacency Greater development of synergies between sporting groups, education, developers, planning, Regional Tourism Organisation Exploitation of Visiting Friends and Relatives market Exploitation of web- more current info Exploitation of Coast name- little or no knowledge that Meath even has a coast line By laws for Beach to disallow driving on beach More staff fam trips More industry fam trips Establishment of a tourism industry forum Introduction of a self managed online reservation system Sectoral and local marketing groups set up in each interested area of the community Introduction and promotion of tourist menus across all seasons and across all levels of dining in Meath. Communication via the RTOs to overseas Tourism Ireland Offices that Meath is more than a day trip, it is a destination in itselfcan be featured with an activity or twinned with Dublin as a city break. Press packs to be sent to all Tourism Ireland and RTO offices both at home and overseas Product development lists and updates to be circulated monthly from Meath Tourism to all regional and overseas offices, TIL and FI. Price/Greed Poor communication with Tourism Ireland Offices via Regional Tourism Organisation

34

6.2

product development

TABLE 15 Product SWOT Analysis Strengths Weakness

Wealth of Heritage Access-M1,N2,N3,N4 Location to Dublin city centre, airport and ferryport

Lack of Hotels ( particular 4 and 5 star) Poor Signage Lack of family entertainment venues Lack of weather independent facilities Lack of Irish & cultural experiences Lack of affordable golf

35

6
swot analysis
Opportunities Threats
Develop more high end quality accommodation Exploitation of Water and angling amenities Establishment and promotion of new walkways and cycle route for Meath to include Heritage and other attractions Develop tourist character in Towns Lack of interest Attract retail investor-Blarney, Avoca etc Coastal attractions Offer an Irish cultural experience to exploit Gaeltacht product in Meath Remove Cars from Beach Create an aesthetic town-centre for Coast- with adequate parking Establish a voluntary festivals committee for the county with a view to funding a fulltime professional to work with Festival committees Car driving and parking on Beach M1- fear of becoming corridor county Competition from other counties Lack of partnership working intra-agency in county Lack of inward investment

6.3

validity and reliability

6.4

limitations to research

The research methods were chosen to facilitate the most comprehensive, accurate and up to date tourism review ever to be undertaken in County Meath. Field trips proved crucial in ascertaining the most current situation in respect of tourism facilities (SWOT analysis) and visitor experiences. An online survey was conducted as a back up to the personal interviews and emails for interested parties in order to ensure a maximum response level.

There was a general lack of secondary information regarding product development and the importance of product positioning in influencing consumer behaviour and customer satisfaction. This is an area for further research by the future developers in terms of market supply and demand at the time of investment as each individual project will have to be assessed on its own merit.

36

chapter
37

recommendations

38

recommendations

7.1

marketing and product development

7.2i

positioning

Making Meath Tourism relevant Meath Tourism has become less relevant to the industry it serves. A number of factors have hindered the function of Meath Tourism between staff changeover, changes on company functions and radical changes to the brief of Meath Tourism itself. These changes are welcomed by the Board and the industry as market forces are constantly evolving. The company will remain non profit making and membership driven in terms of marketing. However, a strong shift on emphasis will commence immediately to ensure Product Development becomes as key a focus as Marketing has been in the past. A complete review of the marketing effort has taken place and this is reflected in the new goals for Meath Tourism. To implement them will involve assistance from every agency at county, regional and National level. This is timely as tourism is currently undergoing radical changes Nationally and Regionally also. Meath has the enviable access and heritage factors working in its favour. If successful at attracting the right quality( 4*) and size of product development into the county, there is no reason why Meath cannot out perform all other counties in the East Coast and Midlands Region, the only other region showing growth after Dublin in 2004

It is no longer adequate to position Meath as just the Heritage capital. After five years of selling this message it is now time to broaden its interpretation and position Meath as Ireland's Heritage capital, specialising in a VFM and hassle free experience offering quality outdoor and leisure pursuits. The business providers that are alert in the county will utilise this to expand their current business (Hotels, Golf Clubs, accommodation providers, restaurants and bars). It will also have the effect of encouraging an improvement of standards and services to the business community currently being offered by the sectors mentioned above. Once this challenge is met and achieved, this will offer a confidence and fresh motivation to the product providers to develop new niche markets. These will include leisure tourism (equestrian sports should enjoy a particular high in the county thanks to past successes such as Paul Darragh and Eddie Macken and Golf - Ryder Cup, 2006) and shopping tourism for the weekend. While it is undisputable that the USP will remain Heritage and all its interpretations, it is now time to move the brand along to its next phase (refer to appendix 6) The importance of Heritage in the Meath's positioning A study released in September 2004 undertaken by Lansdowne Market research on behalf of the Heritage Council revealed the increased awareness of the importance of our Heritage over the last five years. Nine in ten members of the public agree that it is important to protect our heritage and the percentage agreeing that it is very important has increased from 46% in 1999 to 55% in 2004. Those resident in Dublin are most likely to make this claim with 71% agreeing it is very important (vs. just 41% in 1999). Overall, there have been notable increases in positive attitudes towards heritage and there has also been some increases in the percentage that claim to be actively involved in heritage at a local level (albeit from a small base). Compared with the previous identical study five years earlier, a significantly greater proportion of the public strongly agree that heritage protection is everyones responsibility (41% vs.28% in 1999) and that Government should offer incentives to people to encourage heritage protection (42% vs. 26% in 1999).

7.2

holistic approach to marketing

The way forward for Meath as a tourism destinationmoving Meath into the top ten tourism destinations in Ireland. Gaps and opportunities have to be filled and addressed if Meath is serious about progressing in the tourism stakes. The county has enviable access to Dublin and Northern Ireland yet the wealth of obvious tourism gaps is staggering. A concerted effort must be undertaken via the agencies and industry jointly (possibly via the Tourism forum) to really put Meath on the National and International Tourism map. As performance related measures are laid down in this strategy, monitoring and evaluation methods are crucial.

39

After five years of selling this message it is now time to broaden its interpretation and position Meath as Ireland's Heritage capital, specialising in a VFM and hassle free experience offering quality outdoor and leisure pursuits.

One in three people strongly agree that there should be penalties for those who do not preserve heritage and one in five express the same sentiment in relation to using taxpayers money to fund heritage protection. However, it is worth noting that one in five strongly agree that heritage protection should not interfere with necessary development of infrastructure. Three quarters of those interviewed agree that there should be more information available on heritage in Ireland and approximately eight in ten believe that schools should play a more active role in heritage education. (In terms of primary sources of information about heritage, over a quarter are most likely to initially mention primary school). With Meath positioning itself as the Heritage Capital of Ireland, it is reassuring to note that the product is being so well received and acknowledged as worthy investment by the domestic market.

7.2iii function of the new agency

The new Tourism and Development company for Meath will be target driven and market lead. Performance measured methods in both the areas of Marketing and Product Development will be introduced. Economic Indicators will feature as part of each years annual plan and methods of monitoring and evaluation of the Board of Meath Tourism and Development company. The core functions of the company are: 1. To promote county Meath as a tourist destination in both the domestic and overseas market to move its ranking into the top 10 tourism counties in Ireland 2. Work in association with all other state agencies who are charged with improving Meath as a Tourism destination in particular Dublin and the East Coast Counties within the RTO. 3. To encourage and assist the improvement of the tourism product and service in County Meath to internationally acceptable standards offering Value for Money (VFM) and a hospitable Welcome. 4. To seek new and high quality investment in the tourism industry in Meath with specific reference to accommodation and Leisure activities (Golf, Equestrianism,Walking, Cycling and Angling). 5. To liaise and co-operate with Government Departments, State Agencies and any other Bodies as may be appropriate in the interest of Tourism in the County. 6. To increase the level of awareness and appreciation of the value of the Tourism industry throughout County Meath trough Familiarisation trips and Tourism Information Forums. 7. To do any other such thing which the Board of Directors may decide in furtherance of the overall objectives of the Company ( appendix 1)

7
recommendations

7.2ii role of Meath Tourism

It is recommended that Meath Tourism would now become known as Meath Tourism with a strapline that states its development as well as marketing function. Working as part of a team within Economic Development in the Local Authority, the county tourism officer will work with agencies to realise the goals outlined in this plan over the next five years. All activities will have to be funded partly by the industry which will be driven by membership fees that are measurable and have a number of buy in options and payment methods. Product Development will take on 50% of the brief for Meath Tourism and Development Agency. This will also allow the organisation to become involved in attracting large scale accommodation investment, retail investment suitable to the tourist, promote and lobby for better Coastal awareness in Meath, Twinning with new emerging markets for Meath( together with the Local Authorities). While the role of the Tourist Office will be run by the local town councils (appendix 8) in association with the RTO (where the RTO will assist seasonally in Trim) Meath Tourism will remain active in circulation of approved accommodation lists to all product providers to ensure quality is foremost in the Meath Tourism product. Other themes that Meath Tourism could consider for broadening its markets could include Disabled friendly Meath.

40

7.2iv tourism - everyone's responsibility

The function for the incoming tourism Officer will be divided between Marketing and Product Development. The role of Tourist Office and Visitor Centre management will fall between the area Town Councils and the RTO. While each of the Town Councils, Trim, Kells and Navan will manage their respective tourist information points in their respective visitors centres, Heritage Centres and Arts Centre, The Tourism Officer can now focus 50% of their time on attracting inward investors. The County Tourism Officer will continue to monitor standards in each of the tourist office to ensure quality information is being carried at all times. The remaining 50% of the Tourism Officer and the Boards time will be devoted to Marketing via the web (50%) and alternative methods of communication, (print/partnerships/advertising/co-operative marketing etc), the remaining 50%. This offers the Tourism Officer a very focused approach to achieving targets and delivering measurable results. The interaction and daily booking both with clients and visitors has proved a fulltime job in the past. This function has , in 2004, been handed over to the RTO and the town Councils who can act as a hub for tourism at a more local level, thus making tourism more relevant and involving more of the community on a consistent basis. The relevant centre managers and the County Tourism Officer will meet quarterly to share information and assess trends and business developments. These meetings will be very useful for forward planning for each centre manager in terms of staff planning, town marketing and promotion both at a micro and macro scale in line with regional and National guidelines as per the New Horizons for Irish Tourism document.

Some activities, such as trade fairs and overseas consumer shows, which prove expensive, may not suit all sectors. Gardens, for example would prefer to promote to the domestic and UK markets, while accommodation depending on the angling fraternity consider their market to be in France, USA and other mainland European countries. Restaurants on the other hand may want to focus on the local and Dublin market. From 2005, it is intended to offer a number of choices in terms of payment( direct debit later in season as well as full payment at beginning of year) to subscribers. Also, members may be offered a number of buy in options to become a subscriber to Meath Tourism. Therefore, offering a voice as to where the tourism budget will be spent and an option not to participate in activities that are not relevant to them. It is recommended that the model for subscription (appendix 2) be offered to the members of industry who wish to become subscribers of Meath Tourism and the RTO on condition that the RTO reciprocates the efforts by ensuring that their members are also county Tourism members (refer to Partnerships with the RTO). Breakdown of Fees: 20% - Web 20% - Distribution 10% - Listings on brochures 25% - Represented at tourism forums and trade/ consumer shows 25% - Product development including signage *non membership to RTO excludes one from the above buy in options. This demonstrates to potential subscribers that their subscription fees will be ringfenced for certain works to be agreed by them at the Tourism forums. The speed and quantity of work undertaken by Meath Tourism is dictated by the amount of investment that is made via membership fees by each operator on the ground. If an operator feels that a particular show is not applicable to them they have an opt out/ buy in A la carte option.

7.2v funding, subscription - relevance

Funding to date has been very generous from Meath County Council. However, in order for this to continue there must be greater emphasis placed on the product provider in the county to play their role also. In the past, subscribers to Meath Tourism have always had to buy into the activities presented to them each year. 41

recommendations - marketing
7.2vi information and communication
Distribution of information within the county Tourist Information is particularly weak in the county. As a test pilot scheme a number of publicans will be identified throughout Meath that will be offered the opportunity to become information pubs. These pubs will be issued a brochure holder board, which as its name suggests will hold various approved subscribers leaflets. These will be distributed and stocked by the merchandiser/ contractor on behalf of Meath Tourism to all participating pubs. These pubs will be easily identifiable as they will have their internationally recognised information symbol (i) from outside their premises. The pubs selected will be required to sign a contract that will ensure certain guidelines are followed (i.e. no unapproved accommodation and non-member of Meath Tourism will be allowed to use it, maintenance of stand, contact via email to Meath Tourism if stock depletes prior to merchants visit). All information pubs and tourist offices will be visited regularly by the county tourism officer to ensure high standards are set and maintained. Events and entertainment information should be updated and promoted weekly and made publicly known via tourist information boards, websites and distribution outlets (Tourist offices, Information pubs, etc). Meath Tourism should investigate the possibility with sign agents of quarterly updating information contained in town signs etc Tourist information is not just pertinent to the tourist. The locals and product providers (B&Bs, hotels etc) also need to be kept informed as to what is going on in their county. More importantly, they must direct what is going on and should be invited to monitor progress and this can be done through the establishment of a County Tourism Forum. This forum will mirror the recommendations from the Meath County Development Board to identify, develop and implement co-ordinated marketing initiatives. County Tourism Forum The County Tourism Forum should meet quarterly in Meath for the first year (2005). After this, it may be sufficient to meet 2-3 times per year, or as often as is merited by the industry. What Meath Tourism does not want to offer, is another talking shop. What the Forum should offer includes:

1. An update of the work to date 2. The plan for the remainder of the year 3. A platform for similar businesses to discuss performance for year to date - networking 4. The opportunity for the industry to recommend changes that need to be implemented to adjust performance if required. The Objective of the tourism forum would be to guage what is going on in the market place and to offer a networking opportunity to the industry. These can be informal gatherings and can be scheduled throughout the county in different product venues. No meeting should last longer than 100 minutes and a tight agenda will be set in advance covering issues raised by members concerns since last meeting. A suggestion of Town Themes may be one area for investigation at the County Tourism Forum- development of themes per town could generate a natural Irish Touristy feel to the towns and villages of Meath. This would involve working in association with Chambers of Commerce, Town Councils and Pride of Place initiative and other relevant community groups to facilitate this. It is recommended that the towns of Navan, Trim and Kells operate as town Tourism hubs, whereby each of the Tourist centres (Navan Arts Centre, Kells Heritage Centre and Trim Visitors Centre) becomes the tourism hub of the town and each of the managers act as town tourism managers. While their existing role will not change sufficiently, the message that it communicates to the people in the immediate environs is that each of these important towns in Meath's landscape will adopt a more centred tourist role. Tourist information, brochure distribution and retailing will feature in their current format and other activities i.e. art exhibitions, functions may also feature throughout the year. Research presented by the industry highlights a greater need for touristy feeling towns in the county. This shift in focus by each of the town Councils, who finance each of the centres, will assist this change of mindset.

7
recommendations
42

7.2vii training and familiarising

Familiarisation trips both internally (businesses in the county) and externally (tour operators and media) are crucial. There is no substitute for experience or a picture in the minds eye. A site/product/service experienced in a positive manner is the best method of advertising and creating a market for any business. Meath Tourism should continue to carry out familiarisation trips to both audiences and work in association with MERTA when attracting incoming tour operators and media to the county. However, a study to reveal the true value of tourism to Meath needs to be undertaken and then communicated regularly and concisely to the people of the county so that a true value of tourism worth is identified for Meath. This could be invaluable information for potential inward investors, employers and developers.

7.2ix central reservation system - CRS

Implementation of a CRS for the tourism industry in Meath Meath. In order to acknowledge the role and encourage the development of Information and Communications Technology (ICT) in the tourism sector in County Meath an audit of the countys tourism industry must be undertaken to ascertain the availability and usage of email and websites. This must be followed by the relevant training. Provision of a CRS would allow subscribers of Meath Tourism to update their information and manage their information on the site itself( as in the mobhaile project). This will be password controlled by all relevant subscribers. Training will be provided to all participants by Meath Tourism. This places the need for current information and availability back in the hands of the property/activity owner. This system will also allow on line booking and monitoring for evaluative purposes for Meath Tourism and their subscribers. Based on the research findings, there is obvious lack of Internet knowledge. It is recommended that the provision of training will become a major area for industry to embrace.

7.2viii web - www.meathtourism.ie

The Meath Tourism web is heavily branded and is an excellent case study for brand implementation. However, the web content itself needs to be kept current and updated , i.e. live information is the key (see CRS). A dedicated approach to web updating, registering and special offers must become paramount for Meath Tourism. While this is going to be labour intensive, it is a worthy investment. A growing percentage of Irish tourism bookings are now coming via the web. To ignore this will spell disaster for Meath. Quality Value Packages and special events should benefit particularly well for the web. However, the user and supplier (accommodation and event organisers) must communicate to Meath Tourism to ensure that they are maximising every opportunity for their business. The web is simply a tool, but used correctly it can become a very useful marketing weapon. Judging from the research undertaken with the industry in the county, there is a need for a great deal of training in web optimisation. Meath Tourism should consider facilitating this training and working with LEADER and the industry to fund this. For the percentage of the industry who have websites approximately half of the industry is not active in applying their marketing IT skills. As the percentage of internet business relating to travel and tourism grows globally, the web is a tool that must be embraced and utilised daily.

7.2x

the Meath brand

Review of the Meath Brand to expand its interpretation to best showcase the county While research and commonsense acknowledge that the Meath Brand has been a very good investment for the county in terms of tourism positioning, it is now timely that the brand be developed further. The Unique Selling Proposition (USP) has been unanimously accepted as Heritage from the introduction of the brand. While this is true and reflective of the countys strengths as a tourism destination, it is not an exhaustive offering of the county. Heritage is a strong hook for the county to launch itself as a tourism destination however it generates little or no revenue for the operators in the county. It is now time for the brand to be expanded to include activities that can attract attention and spenders( high yielding spenders) to the County and position Meath as a central, quality, VFM hub, that can act as a base and offers a choice of things to do. (appendix 6)

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7.2xi co-operative marketing

County packaging and co-operative marketing locally While it has proved useful in the past to market cooperatively within sectors( i.e The Meath Good Food Circle), these groups( restaurants, hotels, golf clubs, equestrian centres) are now jaded and in need of new invigoration. It is now time to consider marketing on a sector by sector marketing group combined with location by location marketing groups. This will have the effect of delivering business on the ground and locals taking ownership of all actions taken by initiatives. For example, a tourism action group in Oldcastle could be set up to include the local B&B, Pub, restaurant (who may also be a member of the County Meath Good Food Circle) . This will have the added benefit of bringing a county dimension to a smaller town tourism group. If operating correctly, referrals from restaurants in another part of the county may send business to Oldcastle, once there, the restaurant owner will refer business to the local pub, hotel, B&B, Taxi, retailers etc Intracounty marketing within the region At National level, Tourism partners are placing a very strong emphasis on developing a more regional focus. To this end Meath must concentrate on working more closely with their neighbouring counties within the Midlands East Region. While a concerted effort is being made by the mini branding introduced by the East Coast and Midlands to separate the East Coast( Meath, Louth, Wicklow and Kildare) from the midlands counties, it is prudent that Meath tourist operators would commence packaging with their neighbours in Wicklow, Louth and Kildare. An excellent opportunity awaits Gardens in Meath and Wicklow with appropriate accommodation to work together in this case. Similar packages should be investigated between Louth and Meath in terms of Heritage products within the Boyne Valley. Kildare and Meath have a unique link with the equestrian product. Testimonials linked with product Advertising using testimonials from well known Meath personalities would go a long way to popularising Meath as a tourism activity destination. National celebrities such as Pierse Brosnan, Tommy Tiernan, Hector, Sean Boylan and Dylan Moran should be approached to promote their home county favourably.

7.2xii a new holistic marketing approach

Branded print and promotional collateral Promotional collateral generate positive PR and professional presentation. Good company literature puts flesh on the bones of all marketing communications. Customers, business partners and investors will often turn here first for important and relevant information. Therefore creating the right image is vital. This is the function of Meath Tourism on behalf of its members.Getting it right often means the difference between persuading a reader to act (ring and book) and losing their interest. Meath LEADER II funded the creation of a brand for the county. Meath Tourism, in turn adopted this brand and has showcased it in so far as budget constraints has allowed them. Using Heritage as the USP, the brand has assisted Meath Tourism catapult its county into the National and indeed International tourism stage. However, the brand is now in need of further development and extension. The product has changed and therefore the brand must also react to that change. It is timely now for the county to consider assessing the value and range of the brand in order to ensure maximum value is derived form the new improved extended brand. Meath Tourism must be part of this process if it is to wholly embrace the envigorated brand and promote it in as broad a context as possible. It is important that the extended brand is applied diligently and intelligently across all promotional materials to everyones satisfaction. Design of the county promotional collateral needs to be treated in a holistic manner employing skills and expertise to combine visual elements, typography and high print standards, to fulfill two important tasks: Information will be communicated clearly and concisely to present the county in all its facets A favourable impression of the county will be created as part of the overall corporate identity

7
recommendations

. .

44

recommendations - product development

7.3 product development

7.3.1i welcome signage

A high percentage of the industry who participated in the research for this strategy suggested that Welcome Signage be placed at the entrance to all towns in Meath. This signage should be integrated and branded to deliver the unique Meath welcome. It offers Meath an opportunity to utilise the brand and communicate the core strengths of the county and in particular the town in question. Meath Tourism, Pride of Place and Meath LEADER could approach this jointly via the County Tourism Forum.

Product development gaps in the Meath Tourism product. Signage Signage has proved to be one of the most neglected areas in the tourism product the Meath currently has. Directional, Welcome and Interpretive heritage signage are all areas that are poorly serviced in the county. Improved and integrated signage while functional will also act as a promotional and marketing tool if well done. It is recommended that an integrated signage design and implementation plan be commissioned for Meath.

7.3.1ii interpretive signage

It is prudent that Meath Tourism would work in partnership with the OPW and Meath LEADER to invest in interpretive heritage signage from National Monuments down to the local old graveyards and ring forts of the county. Again this offers the opportunity to showcase the county brand. For a county that considers itself Ireland Heritage capital, this is crucial. Accompanying promotional information should also be made available in leaflet form and on the Meath tourism website, www.meathtourism.ie.

7.3.1 directional signage

The road infrastructure has changed radically in Meath over the last number of years and this continues to be the case. While this is a sign of progress and makes Meath more accessible, it also offers the opportunity to pass through Meath even quicker so signage is a must if there is to be any opportunity of attracting visitors off the M1, N2, N3 and N4. This can be achieved in association with the NRA and Local Authority through service signs, brown heritage and attractions signs. However, once off the main primary routes, directional signs on secondary routes are quite confusing and often misleading. This area needs immediate attention by the Local Authority and should become a discussion priority for Meath Tourism with the Local Authority in 2005.

7.3.1iii maintenance of signage

A plan must be designed between the Local Authority area engineers to oversee the maintenance of the signs. A sign is of no use if it can not be read due to overgrown hedgerows or debris from passing traffic.

7.3.2

hotel development

4 star quality accommodation offering VFM There is a huge need for the development of more hotels and conference facilities in the County, particularly in and around the M1, N2, N3 and N4. Hotel business has changed dramatically in the last 5 years. The domestic visitor is now time poor and cash conscious. 45

While the customer wants to take a much higher number of breaks per annum, they are for shorter times, booked much later and must offer Value For Money (VFM). The successful hotel will be the property that can offer the all in service, i.e. wellness treatment/beauty treatment centres, health and leisure centres, good food and most importantly easily accessible, i.e. not too far to travel to. It is also of huge benefit if the location for the hotel offers good shopping closeby and evening entertainment. With Dublin under one hour away, it is surprising that more hotels to fit the above description have not evolved in Meath to date. However, a number of planning applications are currently under review that may redress this imbalance. The Dublin market is wide open for Meath once the product becomes available. While every effort must be made by Meath Tourism to attract investors to build such facilities, it is also important that village enhancement and leisure product development (equestrianism/horseracing and golfing etc) are simultaneously driven. While the current hotel base is particularly low, there are plans currently underway to radically change the number of beds in County Meath. It is prudent that the latest corridor from Dublin be supplied with high 4 and 5 star accommodation to reap the benefits of Meaths proximity to the airport and the city. In particular, the Dublin corridor ( Ratoath, Dunshaughlin, Dunboyne and Ashbourne) would benefit from such investment. However there is no town in County Meath that could not absorb or offer benefits to a hotel development. Unless the stakes are raised in terms of inward investment to a high scale and volume in a sustainable manner and in keeping with planning guidelines for a rural county, tourism will progress very slowly for Meath. Accommodation within other categories (self-catering, B&B, Guesthouse etc) are all reasonably well serviced in the county. However, as the demand grows for Hotel accommodation, the B&B sector will have to consider differentiating themselves and creating a proposition for their sector collectively. This is not just true of Meath, but Nationally. However, with competitive pricing so close (Dublins Inn type products) to Meath, failure to offer a clear and different proposition to the visitor from this sector, signals the end for B&Bs as we have traditionally known it. More high quality hostels would be advantageous for the county especially in the Donore and Navan areas.

7.3.3

Meath's outdoor pursuits

7
recommendations

Golf, Equestrianism and outdoor leisure activities Golf The Golf Product in Meath is improving, both in quality and quantity. With the arrival of new courses it is anticipated that a number of clubs will offer value for money Green Fees to non members. This has been one of the demands by the overseas tour operators and is an area that can work with accommodation providers to offer mid week and week end packages. Currently there is not enough Green Fee availability on quality courses in Meath and opportunities are available in this sector. Equestrianism The equestrian product in Meath is particularly strong. However their ability to use it in PR is poor. Testamonials from equestrian success stories such as Paul Carberry, John Ledingham, Paul Darragh and Eddie Macken should be used more to promote Meath as a quality destination. Horse riding schools perform well from the local and Dublin market. Horse racing in Navan and Fairyhouse are also very well attended venues. Meath Tourism need to make more use of the equestrian backdrop to position Meath as a quality activity destination.

7.3.4

development along urban corridors

Meath needs to seriously consider its location in terms of access. With the introduction of the M1 motorway, people can be forgiven for referring to it as the corridor county. The county is now so accessible, it has become easy to pass through without even acknowledging that you have been there. Product needs to be attracted to these areas urgently in the form of high quality large scale hotel accommodation, emotionally branded directional signage and quality shopping and attractions. Some planning applications to meet the gaps are currently being assessed for these areas. New developments that can use the name Meath should be encouraged as it helps to associate Meath with specific attractions ie - Meath Craft Centre, Meath Design Yard etc.

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7.3.5

rural landscapes and services

Planning for Meath's Rural Landscape and services in a tourism context Planning needs to consider for development of services within the more rural parts of County Meath to support week-end and mid week leisure users through the provision of restaurants, craft outlets and activities. Meath is ideally located as a short-break-distance from the Dublin. As wellness centres becomes a bigger market for both Domestic and International visitors, it offers a unique opportunity to developers and entrepreneurs based in the North of the County. However, such centres do not successfully exist in isolation. Shops, craft outlets, sporting facilities and accommodation must be planned for in a cluster type of development if the region is to benefit as opposed to one single developer. It is the circulation of visitors that enhances a particular region. To this end, It may be worth The Local Authoritys consideration to investigate allocating tourism related projects to a particular planner/planners who have a clear understanding of the tourism development needs and potential within a sustainable manner and in keeping with the adopted county development plan. This would give a clear signal to all concerned that Meath is serious about attracting the right calibre of investor/developer into the county.

(A.O.I.F.E) would offer guidelines and professional support to this role and assist the tourism forum in the setting up of such an officer. It is recommended that the Meath Tourism Marketing Executive becomes a member of A.O.I.F.E in 2004. It would be envisaged that the county tourism officer, the Heritage centre manager in Kells, Visitor centre manager in Trim, Tourist office manager in Navan and LEADER festival co-ordinator act as contacts on the ground in relation to festivals and events development and publication. While some work in relation to festivals has already commenced by LEADER, it would be prudent to include this agency in such a committee. Bridges as welcome and event platforms There are a number of architecturally attractive and significant bridges in County Meath. They, for the large part, go unnoticed and have not played any significant role in tourism to date. A county audit examining the structure and architectural beauty of some of the bridges could allow the bridges be utilised as Welcome beacons or festival locations for the county. Festival Themes A number of festival themes could be worked out to best showcase the towns/villages in Meath. This should be considered in association with the already well received Pride of Place Initiative. Floral, Equestrian, Golf, Coastline and Heritage themes have all been suggested as potential festivals. This could offer opportunities to twin with new Eastern European Countries as well as like minded villages/towns in the UK which will automatically open doors for new markets for the county.

7.3.6

professional festival committee

Festivals in Meath should be encouraged and funding should be sought to realise them. This may be available either through INTERREG111 or Meath LEADER with matching funds from the industry. While this is happening to a small degree around the county there is a need for a full-time festival office in Meath. This has happened in other counties and it has proved hugely popular (Kilkenny Arts festival, Killarney Fest, Wexford Opera Festival etc). the Tourism Forum should consider establishing a think tank to deal with sourcing funding to set up such an office and role. The Local Authority should be encouraged to house and maintain the office in Ashbourne Civic Offices and the post be financed by another agency/agencies and festival committees throughout the county. For a small membership fee, they would have a hands on professional officer to assist them. The Association of Irish Festivals and Events 47

7.3.7

waterways, angling and the coast

The Rivers and Lakes of County Meath should be used to assist profile the area with efforts from such clubs as Trim Canoe club. A feasibility study to investigate the possibility of having a link to the barges along the canal should also be considered as is suggested in the Boyne Valley Integrated Development plan, 1996 document. While this may involve a serious investment initially, the effect it will have in lifting tourism to a higher level will more than pay for itself. A feasibility study on the potential and funding available for Water Way development in Meath should at least be investigated.

In the interim many activities could be explored to utilise the water ways and Coastline of Meath both as an amenity and as a backdrop for the county. A more indepth specific study to investigate maximising water amenities for County Meath should be considered. Angling promotions should be continued with the assistance of the Boyne Valley Fisheries Manager (Regional Fisheries Board) , however other counties must also be encouraged by the RTO to support this initiative. Alternatively promotion should be exclusive to the accommodation and service providers who are subscribers of Meath Tourism. Most people are unaware that Meath has a coastline. While short (less than 10km), it is an ideal walking and safe bathing beach. A substantial amount of money has been invested by the Meath Local Authorities in its upkeep, and in the past it has enjoyed the status of a Blue Flag Beach. A number of issues must be addressed for this valuable east coast area of Meath. 1. Blue Flag status must be achieved and maintained. This can be done by more frequent water sampling. 2. Cars should be removed from the Beach( By-laws already in place to enforce this) 3. A heart/square needs to be established for both Bettystown and Laytown. 4. Adequate car parking to be investigated for both areas 5. Pride of Place/Tidy Towns initiatives need to be investigated here. 6. Support for the International Laytown Beach races should come from Meath Tourism and Meath Festivals Committee. 7. Investigation, amongst the local community, for another festival should be considered for the area, (perhaps Sand Yachting which has received some National coverage in recent times) 8. In keeping with the County Development and Heritage plan, Special Areas for Conservation (SACs) must be considered and plans for conservation should be implemented.

7.3.8

partnership and packaging

7
recommendations

It is important in Meath's case that networking takes place on three fronts: 1. Destination Networks Co-operation needs to exist between the agencies (in particular the Regional Tourism Organisation and Tourism ireland Limited) to break into other destination areas using marketing websites (lastminute.com, Ireland.ie, Dublin Tourism and Failte Ireland etc) to introduce the Meath product to new markets. This is particularly applicable in the Leisure and Free Independent Traveller overseas market. 2. Area Networks Co-operation between product providers in the area. This involves the development of marketing linkages between operators in complimentary sectors (i.e. golf, gardens and equestrian sector for packages). The objective is to strengthen the marketing message of the area and to create packages to attract holiday makers. A particular person will have to be identified in each area that will drive these initiatives and the Tourism Officer will need to work closely with these groups. This may be an area to work with the staff from the successful Pride of Place initiative and use their inroads already made to harness interest and drive for Tourism thinking for a specific village/town. 3. Product Clustering Co-operation between operators in the same field. The objective is to create group marketing initiatives and to build up business reference relationships which can also be useful in overbooking scenarios. Product networks did exist such as the Meath Good Food Circle and at one stage operated very successfully in Meath. However all these need to be revisited and driven only if each product network merits it. Joint promotion and advertising may be considered here as part of the back end of the reworked brand. Where leisure is a lifestyle - promoting golf, equestrianism etc. The latter two approaches to packaging and networking must have the ability to work both vertically and horizontally across the industry sectors and geographical regions to maximise return for Meath.

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7.3.9 packages and pricing need clarity

Much promotion in the past has consisted of motivational advertising, and information on products and geographical areas, close to Dublin airport. Countless brochures are produced each year by hotels which have this general purpose but achieve very little in terms of business generation. While there continues to be a role for motivational promotion and advertising, it is more advisable for products in Meath to focus on specific, priced offers to the market - either directly to the consumer or indirectly to the trade (tour operators). This will allow operators in Meath to maximise the returns on marketing investment. The manner in which an offer is packaged can also fulfill strategic needs such as season extension and product diversification, and position the county as delivering long term value and high yielding customers. This will apply particularly to upcoming new Golf courses and closely located accommodation.

RTOs will facilitate an online reservation system (book assist) in all of their Tourist Offices, while staffing and managing all recognised Tourist offices throughout the region. It is prudent to consider offering a special rate to Meath Tourism subscribers if they agree to subscribe to the RTO, on condition that the RTO offer the same gesture in return. This ensures that all businesses can benefit from dual partnership.

7.4ii

with County Development Board

(* to attend Meath Tourism Forum) To assist the County Development Board (CDB) with its Tourism theme by acting as Tourism Forum facilitator. This will involve quarterly meetings with the industry and agencies involved in tourism development and marketing. The forum will offer a timed and managed agenda to voice concerns in the season and allow pre planning for the season ahead. This in turn can feed back into the County Development Board agenda for progress.

7.4

partnerships 7.4iii with Meath Leader

7.4i

with the Regional Tourism Organisation

(* to attend Meath Tourism Forum) To work in association with other agency/partners in the county to maximise opportunities to drawdown funding for tourism for: (i) marketing and promotion - in association with the RTO (ii) Product Development - in particular in areas of signed walking and cycling routes (iii) to share databases for information being communicated to the county

(* to attend Meath Tourism Forum) The Regional Tourism Organisation (RTO), East Coast and Midlands are currently under review. One of the key changes is that the RTO will become a membership driven organisation like its sister RTOs. Arising from the review, members in the industry in Meath will be afforded the opportunity to become members of both the RTO and Meath Tourism. The RTO has implemented a number of changes which deserve support from their member county tourism colleagues. From 2005, RTOs have agreed to fund a number of pertinent National and International trade and Consumer shows on behalf of the County tourism companies. They will also distribute one selected county brochure per county to fairs that the county representatives are not themselves attending. 49

7.4iv

with Meath County Council

7
recommendations

Pride of Place Initiative (* to attend Meath Tourism Forum) To work in close association with Pride of Place and Environment department to ensure maximum attention is brought to bear on natural Touristic areas. Emotional tie ins are crucial to Image presentation in any town, village or county, and contributes significantly to that first impressions feel good factor one experiences when on holiday. The positive Moynalty experience can be replicated in many towns across the county if the interest in the community is present. It will be Meath Tourisms job to promote and market the finished product with the community.

7.4v

with Office of Public Works

(* to attend Meath Tourism Forum) For a county who prides itself on being the Heritage capital of Ireland, it is prudent for Meath Tourism to have a senior attendee from OPW attend regular meetings with Meath Tourism. This crucial post for Meath will benefit through communication with the Board and vice versa. Access and opening times can be discussed and viewpoints can be exchanged in relation to conservation, new product development and marketing. While Meath Tourism are acutely aware that Marketing is not the remit of the OPW, and have a healthy respect for its Heritage, communication between both groups, should be formally copperfastened.

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