Chapter 8 Tourism

CHAPTER 8: TOURISM

Aim:  To support the development of the tourism sector as an economic driver for the County, identify and develop key destination towns and visitor attractions and activities for the prioritisation of investment and to encourage the increase of tourism product development.

8.1 INTRODUCTION

Tourism plays an important role in the economic development of the Country as it generates significant employment opportunities and business development opportunities in more rural areas. Fáilte Ireland has identified that our landscape and heritage are the key driver for the promotion of Ireland’s tourism, followed by its people, its safe environment and its range of attractions. There is an inextricable link between the Region’s landscape, agriculture and tourism offer. Central to the development of an integrated ecotourism experience is the provision of quality cycling, walking and hiking routes connecting strategic tourism infrastructure, towns and villages.

Research has identified niche areas such as food, heritage and cycling tourism which can be built into unique tourism product offerings for each of their regional tourism brands. County Laois has much to offer the tourism product and marketing of Ireland as a tourist destination in the overseas market, including; the Rock of Dunamase, the Round Tower Timahoe, Aghaboe Abbey, Donaghmore Workhouse, the Slieve Bloom Mountains, the Rivers Nore and Barrow.

The Department of Transport, Tourism and Sport and Failte Ireland are responsible for the delivery of policy and investment in tourism in Ireland. Failte Ireland promotes Ireland based on a Regional Experience Brand of which Laois falls within ‘Ireland’s Ancient East’. The aim of the branding is to inspire visitors to travel to the Ireland’s Ancient East by appealing to their interest in local culture and heritage.

8.2 POLICY CONTEXT

This section is prepared in the context of the following documents:

• Project Ireland 2040: National Planning Framework (2018)
• National Development Plan 2018-2027
• Regional Spatial and Economic Strategy (RSES) for the Eastern and Midland Region (2019)
• Food Wise 2025: A 10 Year Vision for the Irish Agri-Food Industry (2015)
• Laois Local Economic and Community Plan 2016-2021
• People, Place and Policy – Growing Tourism to 2025 (DTTS, 2015)
• Tourism Development and Innovation – A Strategy for Investment 2016 – 2022 (Failte Ireland, 2016)

8.2.1       LAOIS TOURISM STRATEGY 2018 - 2023

This collaborative strategy between key tourism stakeholders within County Laois including Laois County Council, Laois Local Community Development Committee, Laois partnership and the Department of Rural and Community Development, aims to grow tourism visitor numbers and the value of tourism through the enhancement of the Laois tourism product and service base supported by the structures that contribute to the strategic development of the tourism sector across the county.

Map 8.1:                Tourist Attractions in County Laois

8.3 TOURISM IN LAOIS

There is significant potential to grow the tourism sector in County Laois. In 2018, Laois welcomed <0.5% of the 9.6 million overseas tourists who came to Ireland, spending <0.5% of the €5.2bn overseas tourism expenditure in Ireland. This figure is down from the 2015 figures, where approximately 57,000 overseas visitors came to Laois. Irish residents took 237,000 trips to Laois and Offaly (2% of the 10.9million domestic trips in 2018) spending €30mn (1% of domestic tourist spend)[1].

Analysis of the overseas visitor data for the East and Midlands Region reveals that a high proportion were Irish-born, repeat visitors or were visiting friends/family. The per capita spend of the overseas tourist who is visiting friends/family is similar or higher than the per capita spend of the traditional holiday-maker. A low percentage of visitors had travelled to the region for the first time. This suggests that while the East and Midlands Region may not be well-known as a tourism destination, once people visit they are inclined to return. It also indicates that many overseas visitors to the area have a strong connection to the region. The high number of solo visitors and visitors to friends/family would suggest that these tourists may spend a lot of time with local people.

Despite the downturn in visitor numbers and revenue in recent years, tourism still makes an important contribution to the economy of Laois and has a strong emphasis in national planning policy. The Strategic Plan for Tourism in Laois 2018 – 2023 focuses on building projects in key destinations and the implementation of a targeted marketing brand in order to develop a high quality visitor destination and experience in Laois. The Strategy also places a strong emphasis on the diversification of the rural economy and the regeneration of towns and villages. Economic sustainability must be considered to ensure that the tourism sector is managed. The Strategy has identified 5 Strategic Ambitions to be achieved by 2023:

Fig 8.1 Strategic Ambitions of Laois Tourism Strategy

The key strengths of the County not only include its central location with robust transport network but also the pristine landscape, unique heritage and lifestyle and amenity pursuits. The growing trend towards activity and adventure based tourism provides a significant opportunity for County Laois. However, it is essential that resources upon which these activities are based are protected from inappropriate development and that Laois County Council works in partnership with a range of organisations to capitalise on and maximise the potential of such opportunities.

The areas of tourism that shall be promoted during the lifetime of the Plan include, however is not limited, to the following indicated in Table 8.1:

Table 8.1: Key Tourism Initiatives

8.4 CLIMATE CHANGE AND TOURISM

Environmental sustainability will be central to the development and protection of a viable tourism sector and this is a key consideration in a County where tourism attractions are located in environmentally sensitive areas and close to historic areas where the quality of the built heritage and environment must be protected from inappropriate development – whether tourism related or not. The ‘mainstreaming’ of policy guidance tools such as the Strategic Environmental Assessment (SEA) will undoubtedly address any deficits in relation to many of these key policy areas.

As temperatures continue to rise, heat waves will worsen, extreme precipitation events will become more intense and frequent and the rate of sea-level rise will increase. The direct and indirect impacts of climate change on our cultural, heritage and natural assets may present a threat to their value and integrity. The tourism sector itself is vulnerable to climate change. Threats include more extreme weather events, increasing insurance costs and safety concerns, water shortages and loss and damage to natural assets and attractions at destinations. Continued climate-driven degradation and disruption to cultural and natural heritage will negatively affect the tourism sector, reduce the attractiveness of destinations and lessen economic opportunities for local communities. In proposing measures to deal with the effects of climate change, it is important to consider any unintended consequences for heritage and tourism that might arise. Truly sustainable tourism development must manage issues of physical and cultural impacts, as well as addressing the urgent necessity to reduce greenhouse gas emissions in this growing sector, especially from transport. At the same time, tourism should pay much greater attention to understanding and addressing the many and varied impacts of rapid climate change that will increasingly affect its operations and destinations.

8.4          TOURIST INFRASTRUCTURE

Research has shown that overseas tourists want to visit a destination with a variety of experiences to offer and ensuring that support services and high-quality infrastructure to meet the needs of visitors is fundamental to Laois. The Plan will focus on identifying key strategic projects and areas for investment to deliver tourism products of scale with the capacity to be transformational and a catalyst for tourism development in Laois.

8.4.1       VISITOR SERVICES

Laois County Council will ensure that visitor attractions will be supported for expansion projects such as car parking areas, interpretative centres/signage, visitor kiosks etc. The Council recognises the potential for pressure being placed on the County’s natural and heritage amenities through increased tourism. In this regard it is important that the provision for increased tourism activity is in line with the provision of the required infrastructure to support such development. Tourism-related development proposals will be required to demonstrate a high standard of design, with strong consideration given to a proposal’s potential impact on its surroundings in terms of scale and intensity and the potential for the proposal to add significantly to the quality of the visitor experience.

8.4.2       ACCOMMODATION

The Council recognises that the provision of accommodation such as hotels, guesthouses, hostels, caravan and camping sites are essential to enable growth in the tourism sector. The Council shall support the development of tourism in the county by encouraging the provision of a wide range of tourist accommodation types and restricting development that would be likely to reduce the capacity of the resource, or have a detrimental impact on the local environment.

In general such developments shall be encouraged to locate within or in close proximity to existing towns and villages where they can avail of existing public services, commercial and community facilities. The Council will support the development and upgrade of accommodation to meet Fáilte Ireland Quality Standards, subject to development management criteria and will require that such relevant standards are met in development proposals where appropriate.

There is also potential within the County to create niche destination tourist accommodation, drawing on the policy objective to develop County Laois as a National Event Centre. Such niche accommodation will be supported in unique settings e.g. Emo House, Stradbally Hall, Roundwood House.

8.4.3       BRANDING

During the life-time of this Plan there will be a phased roll-out of the branding strategy, with investment in tourism signage and the enhancement of the visitor experience across the programme area. The strategy will develop Ireland’s Ancient East as a destination that is easy for the independent visitor to explore, interpret, understand and appreciate. The implementation strategy will deal with on the ground information as well as promotional aspects of the brand and the accessibility of sites, possibly including mechanisms for pre-booking, ticketing and improved management.

Tourist Infrastructure Development Management Standard

8.5          TOURISM SECTORS

8.5.1       ACTIVITY BASED TOURISM (INCLUDING GREENWAYS, BLUEWAYS AND CYCLEWAYS)

Laois County Council is well placed to capitalise on the growing demand for experiential holidays in a perceived ‘wild’ setting with outdoor activity opportunities on offer throughout the county with an emphasis on walking, cycling and angling. Participation in adventure activities is also becoming increasingly popular amongst visitors from overseas and from within the island of Ireland which includes mountain biking, kayaking and canoeing. The development of greenways and blueways is also an important sector or tourism product to the County and is an important element of creating a sustainable tourism package.

This focus, in partnership with stakeholders such as Coillte, Bord Na Mona and Waterways Ireland, and local community groups, has led to the development of projects such the Slieve Bloom Mountain Bike Trail, Abbeyleix Bog Project, Barrow and Erkina Blueways. Off-road looped walking trails are located at various locations in the county, including Durrow Leafy Loop, Cullahill Loop, Dunmore Wood Loop, Ballagh Loop and Bishop’s Wood, Emo Park and Gardens.  These projects can be developed in a sustainable way, in harmony with a high quality environment. The Council recognises that these routes cannot come into existence or remain in existence without the full co-operation of the owners of private property on the routes.

Combined off-road cycle and walking routes and recreational trails developed along abandoned rail lines, utility corridors or other natural linear open spaces, such as river banks and canals, are often referred to as Greenways. Although Laois does not have a designated Greenway, the feasibility of a 24km route from Mountmellick – Portlaoise – Abbeyleix has been undertaken. The Council will continue to identify, support and facilitate opportunities for harnessing the potential of the scenic areas, lakes and waterways in a manner that is compatible with the natural heritage and environment of the area. (Refer to Map 8.1 for Laois’ activity based tourist attractions).

8.5.2       FESTIVALS AND ARTS

Laois is increasingly being marketed as an events and conferencing destination by reason of its accessibility and centrality. High-profile events include Electric Picnic - Music and Arts Festival with a capacity for 70,000 festival goers and the National Ploughing Championships which was most recently held in Ratheniska with a total of 281,000 attendees in 2015.

Events and Festivals have proven to be a successful and key driver of the Laois local economy and a means of revitalising and maintaining local culture as well as showcasing local arts, crafts and food. In particular, the growing importance of food tourism is also an expanding sector and Laois is well positioned to capture some of this market.

The agri-food sector has been credited with playing an integral role in the national economic recovery in recent years. Laois Taste was started in 2019 as a collaborative effort between 21 Laois food and drinks producers, Laois County Council, Local Enterprise Office and Laois Partnership to support and promote local provenance, strengthen the Laois food industry and transform Laois into one of Ireland’s top food destinations. Through this medium food producers organise many free events throughout the County and has the potential to offer an alternative experience for visitors.

Fig 8.2 Laois Taste

8.5.3       IRELAND’S ANCIENT EAST

Ireland’s Ancient East, established in 2016, is a brand concept that seeks to attract visitors to the east, midlands and south of the country and build on the wealth of historical and cultural assets in this strategic location. This brand provides Laois with an international platform to market the uniqueness of Laois and county’s heritage under the themes of Tales of Two Worlds and Castles and Conquests. A number of key sites have been identified in Laois such as the Rock of Dunamaise, Timahoe Round Tower, Emo Court and Heywood Gardens. Failte Ireland has a target growth in visitor numbers of 600,000 (21%) to the region and an additional visitor revenue of €204 million (28%) of which Laois can capitalize on.

This destination brand has been designed to appeal to the key customer segments indentified by Failte Ireland, namely the Culturally Curious and the Great Escapers, and to present this large geographic area in a cohesive and unified manner. Ireland’s Ancient East offers a personal experience of 5,000 years of Europe’s history. The Plan will support and facilitate the development of this key tourism stimulus project in the County and support the objectives of the Laois Tourism Strategic Plan 2018. 

8.5.4       CULTURAL HERITAGE

Cultural heritage is recognised as one of the most important and fastest growing aspects of the tourist industry which is demonstrated in the success of Ireland’s Ancient East. County Laois with its array of heritage sites including historical garden demesnes, architectural heritage, interpretive centres, archaeology and historic town centres is well positioned to benefit from this form of tourism. The development of tourist facilities at these locations and within the wider county should respect the outstanding quality and variety of the natural and built environment in the County and should not damage the resource attractions such as the Rock of Dunamaise, Aghaboe Abbey, Stradbally Hall, Timahoe Round Tower, Abbeyleix Heritage House and others such as Emo Court and Donaghmore Famine Workhouse Museum have the potential for attracting a greater numbers of visitors.

8.5.5       NATURAL ASSETS

The Slieve Blooms is perhaps the County’s greatest tourism natural asset, particularly for walking and cycling and offers a mix of wide forest paths, rolling hills, single tracks, quiet twisty country roads. The Slieve Bloom Mountain Bike Trail which is a project in collaboration with Coillte, Laois County Council and Offaly County Council offers 35km of trail with trailheads in Baunreagh in Laois and Kinnity in Offaly. The Slieve Blooms also offers 17 different looped walking and hiking trails and eco walks ranging from 4km to 75km with trailheads located in Clonaslee, Glenbarrow and Monicknew.

The waterways of County Laois include the Barrow, Nore and Erkina which flow in a northwest-southeast trajectory and there are minor man-made lakes at Ballyfin, Grantstown and Heywood. The Grand Canal also passes through the north east of the county where it links to the wider River Barrow navigation system.

All of these watercourses offer much potential by way of natural and cultural heritage, tourism, leisure and recreational pursuits. In addition to their scenic beauty they offer opportunities for a wide range of activities such as angling, boating, bird-watching, canoeing, and other water based interests.

Increasing areas of Bord na Móna peatlands such as Abbeyleix Bog are becoming cutaway and have significant potential for development and beneficial uses including renewable energy, biodiversity, amenity uses, water storage and Green infrastructure

The County’s Natural Heritage assets are also discussed in Chapter 11 of the Plan, where specific policy objectives have been included.

Table 8. 2: Key Heritage Assets

8.6          DESTINATION TOWNS

Failte Ireland research confirms that attractive towns are a key motivator for holidaymakers in choosing Ireland as a holiday destination, as is interesting heritage, culture and friendly people. However, the challenge is to unlock the economic potential of the visitor for local businesses and communities, and deliver high quality destination town experiences for visitors, that still capture local distinctiveness and support thriving local communities.

Portlaoise has been identified by Failte Ireland’s Destination Towns Initiative and has recently received €500,000 funding to enhance public spaces in the town centre in a way that will engage tourists and enhance their visitor experience not just in terms of activities but also retail and food offering and accommodation to suit all types of tourists. Portloaise, formerly known as Maryborough, grew around the old fort constructed in 1548 built primarily for military and political purposes. The town is known for a strong arts and culture scene, along with must-visit attractions such as Fort Protector, Dunamase Theatre, and further afield to the Rock of Dunamase, its architectural conservation and protected building.

The Laois Tourism Strategy also recognises the importance on harnessing Laois’ rich heritage and stories through the Laois Towns Experience Project which is an approach to devise a central story/historic theme that designated areas employ as the basis for visitor experience development. The creation of this themed approach for key tourism gateway towns across Laois will expand the experience development potential throughout the county. It is envisaged that two towns will be selected as pilot projects; among the proposed themes for initial consideration include Mountmellick (Quakers), Portarlington (French Huguenots), Mountrath (Slieve Bloom) and Stradbally (Arts).