Six-year blueprint for city tourism
A six-year blueprint for tourism has recommended a master brand be created for the whole of Galway to help it capitalise on its status as the only city on the entire Wild Atlantic Way.
The Tourism Sustainability Strategy 2015-2021 has outlined the need to help the sector develop new products to enhance the tourist experience and extend the tourist season.
It also has recommended there be “continuous innovation” for festival formats, themes and focus to further develop Galway’s reputation as the capital of festivals.
The Tourism Sustainability Strategy relies heavily on a study carried out by the Whitaker Institute in NUIG commissioned by Galway City and County Councils into the industry.
The study highlighted some key facts about the region. One sixth of domestic trips were to the West of Ireland with an average length of stay by Irish residents of 3.3 nights, which is the second longest after the south west; an average of €317 is generated per visitor to the West, the third highest revenue in the State.
Galway accounted for nearly 16% of total overseas visitors to Ireland last year, with Galway’s inbound overseas visitors increasing at a higher rate than nationally between 2013 and 2014.
The research found that €148 million was generated in Galway from domestic tourists in 2013. The revenue from overseas visitors was €253 million in 2012.
The specific actions contained in the plan include establishing a destination management organisation for Galway city and county, similar to the one set up in the Titanic Quarter in Belfast, which is now the second most visited tourist attraction on the island. Another is to create a Wild Atlantic Way Action plan, given that Galway City is the only city location on the Wild Atlantic Way, as well as being a key mid-point on the route.
“This gives Galway City the competitive advantage to become the key hub of the WAW for transport, accommodation and other resources.”
Among the priorities set out in the plan is the creation of cultural trails using the region’s cultural assets, such as heritage sites. The trails could be combined with the food, creative and agricultural sectors to create unique and authentic experiences for domestic and overseas tourists.
“Marketing and branding of Galway in a systematic way through traditional and new media is essential to supporting the sector in national and international markets. This could be done through a master brand for Galway,” the plan states.
The strategy underlines the need to refine the Galway tourist experience with changes to the profile of tourists, their demands, preferences and lengths of stay.
The Galway tourist profile has been broken down to three groups. Culturally Curious are typically 55 years old, taking a holiday with their partner and out to broaden their minds by exploring new landscapes, history and culture; Great Escapers tend to be around 30, often couples, some with young children, interested in rural holidays who want a break to reconnect with their partner and nature; Social Energisers are young couples and adult groups looking for excitement, new experiences, and a fun, social holiday somewhere different.
The strategy was adopted by councillors at a meeting of Galway City Council.