The Atlantic Sustainable Tourism Observatory, Ireland

Preliminary study for the application of the STO to become a member of the UNWTO INSTO network February 2023

The Atlantic Sustainable Tourism Observatory, Ireland

Application submitted by: the Atlantic Technological University.

Director: Dr James Hanrahan Project lead: Dr. James Hanrahan and Fiona McKenna.

Contact details: James.Hanrahan@atu.ie, Fiona.mckenna@atu.ie

Abbreviations ATU Atlantic Technological University CSO Central Statistics Office EC European Commission EC JRC European Commission Joint Research Centre EEA European Environmental Agency EPA Environmental Protection Agency ETIS European Tourism Indicator System GIS Geographic Information Systems ASTO Atlantic Sustainable Tourism Observatory NGO Non-Governmental Organisation NTDA National Tourism Development Authority NUTS Nomenclature of Territorial Units for Statistics NUIG National University of Ireland Galway SEAI Sustainable Energy Authority Ireland STO Sustainable Tourism Observatory WAW Wild Atlantic Way WAWRG Wild Atlantic Way Research Group SDGs Sustainable Development Goals UNWTO World Tourism Organization (UNWTO)

Table of Contents 1. Introduction 2. Historical background on the STO and why the STO is necessary 3. Atlantic Sustainable Tourism Observatory, Ireland 4. Destination Profile 5. Mission, vision and values of the STO 6. Objectives of the STO 7. Governance and structure of the Observatory 8. Hosting the Observatory 9. Stakeholders 10. Policies and relevant sustainable development plans in the destination 11. Ireland's tourism governance system 12. Ireland's tourism policies and sustainable development strategies 13. Sustainable funding and development plans in the destination 14. STO Alignment with the global and national sustainable development goals 15. Stages of observatory roll out 16. The STO monitoring methods and smart technologies 17. Education 18. Communication 19. Leadership and Innovation 20. How will ATU recognise the value and impact of the observatory.

21. How will stakeholders recognise the value and impacts of this incentive?

22. Indicators 22a. Indicators against the 11 INSTO Issue Areas : reasoning for monitoring 22b. Indicators against the 11 INSTO Issue Areas: data collection, partnerships, data sources etc.

Annex 1: Indicator results A. Economic indicators B. Social and cultural indicators C. Environmental indicators D. Comparative destination benchmarking using indicators E. Longitudinal analysis of indicator data

Table of Tables and Figures Figure 1: The structure of the STO Figure 2: Seven steps for an indicator system (ETIS, 2016).

Table 1: Indicators and planning process (WTO, 2004).

Table 2: The stages of the observatory roll-out Table 3: Indicators against the 11 INSTO issue areas (reasoning for monitoring) Table 4: Indicators against the 11 INSTO issue areas (Frequency of data collection, partnerships etc) Table 5: Economic indicator results for County Clare Table 6: Social and cultural indicators for County Clare Table 7: Environmental indicator results for County Clare Table 8: Comparative destination benchmarking results between Sligo, Donegal and Clare

1. INTRODUCTION The Atlantic Sustainable Tourism Observatory, Ireland (ASTO) aims to help tackle the social, cultural, economic, and environmental challenges facing the tourism industry across the island of Ireland.

The Sustainable Tourism Observatory (STO) is a collaboration between the three campuses within the Atlantic Technological University. It aims to build on new and existing partnerships with key stakeholders in local authorities, state agencies, tourism industry, enterprises and communities across the observatory and internationally to address local challenges and collaborate with national and international researchers on global solutions.

The impact of tourism on climate change urgently requires the data that will inform sustainable change built on established, evidence based sustainable tourism indicators.

Tourism destinations require the tools and skills to monitor their transition towards sustainable living and facilitate destination comparison, for evidence-based planning and management. The observatory will offer decision-makers at all scales with critical real time data to facilitate evidence informed planning and decision-making.

The vision of the observatory is to inform the development of a suite of actions to promote sustainable tourism. It is envisioned that the data collected will support sustainable tourism strategies in Ireland, aid the proposed new Irish Sustainable Tourism Policy (to be published in 2023) and provide a toolkit for local authorities, state agencies, managers, community and enterprises to collect valuable data to better inform planning and management of sustainable tourism destinations.

The geographical boundary of the STO supports a population of over 607,600 residents and a total area of 21,762 km².

The area receives over 8.9 million international and 5.8 million domestic visitors per year.

The Cliffs of Moher which sits on the edge of the Atlantic coast is the second most visited tourist attraction in Ireland with over 1.6 million visitors per year.

The tourism industry plays a major role within the STO, representing a tourist spend of €2 billion (international spend) and €1.2 billion (domestic spend).

The top tourists markets are the United Kingdom (UK), North America, Germany and Italy.

Tourist destinations globally are increasingly called upon to tackle social, cultural, economic, and environmental challenges.

For too long local policymakers have relied on a limited range of statistics, such as visitor-arrival numbers, employment surveys and visitor-satisfaction ratings, to monitor tourism in their destination. These statistics (often reliant on economic indicators), are limited in the reflection of the sustainability status of the tourism destination/sector.

Collecting data and information on a broad range of issues relevant to the impact on local economy, community and environment will help destinations build an accurate picture of tourism in their region, to help them manage and transition into a more sustainable sector.

2. HISTORICAL BACKGROUND ON THE STO AND WHY THE STO IS NECESSARY. The Atlantic Sustainable Tourism Observatory, Ireland (ASTO) has implemented a tourism indicator system that has been designed to be a flexible system, utilising smart technology and allowing destinations a high degree of freedom in its implementation.

In total, the observatory utilises over 40 indicators which are integrated into current destination monitoring systems. They are a blend of European, global indicators and indicators adapted to the destinations.

The Observatory operates on a local level ensuring communities, enterprises and stakeholders take ownership of the data.

The observatory coordinates and leads the destination in the process for collecting and analysing data with the overall objective to assess the impact of tourism on a destination.

The general role of the observatory is: To facilitate the destination in developing the green team of sustainable tourism working group.

Supporting collection of the data according to the needs of each destination, the interest of the local stakeholder and the specific sustainability issues faced by destinations.

Supporting the destination to analyse and communicate the indicator results via websites, Geographic Information System (GIS) and dashboards to the community, enterprises and stakeholders.

Collaborate with all the stakeholders to continually monitor and update the indicators and data which is utilised as a management, information and monitoring tool, for tourism destinations.

The specific objective of the observatory is to contribute to improving the sustainable management of destinations

The observatory is on the periphery of Europe and benefits from the income of millions of tourists it welcomes year after year. For this to continue, the destinations stakeholders need to measure and monitor sustainable tourism to allow for evidence informed planning.

This is largely facilitated through the collection and dissemination of sustainable tourism indicator data and intelligence. Historically, indicator research was initially set up in County Sligo around the work being conducted by lecturer Dr James Hanrahan and a number of PhD students. Funding was then allocated (2017) to pilot sustainable tourism indicator systems for some local authorities which involved a collaboration between four other universities and three local authorities (utilising >40 sustainable tourism indicators for the counties Sligo, Donegal and Clare).

This has since expanded and today the ATU measures and monitors sustainable tourism in Clare, the Heartlands (midlands of Ireland) and on six offshore Islands along the Atlantic Coast; Inis Mór (Árainn), Inis Oírr, Inis Meáin, Inis Boffin (Inis Bó Finne), Árainn Mhór and Oileán Thoraí (Tory Island), in measuring and monitoring sustainable tourism. Currently, more destinations and islands having expressed interest to become involved.

The pressure that tourists visiting destinations and islands every year have been highlighted in the last decade. Now more than ever, evidence informed planning with careful measuring and monitoring of sustainable tourism indicators is central to transitioning to a sustainable tourism destination and to improve operations, adapt, and manage tourist experiences. The observatory has already started to monitor and collect data that will give us information on the status of the destination’s enterprises, ecosystem, markets, residents, and visitors.

The Cliffs of Moher. Image credit: canva images

3. The Atlantic Sustainable Tourism Observatory, Ireland

Árainn Mhór

Irish Midlands (Heartlands) Inis Boffin (Inis Bó Finne)

Inis Mór (Árainn) Inis Oírr Inis Meáin

Co. Clare

The Atlantic Ocean Legend Geographical scope of the Atlantic Sustainable Tourism Observatory ATU campuses The six islands in scope of the STO

Tory Island (Oileán Thoraí)

4. Destination profile Destination

Atlantic Sustainable Tourism Observatory, Ireland

Country Ireland Description: The observatory covers the 'Atlantic Coast' that is located along the Irish Location description and size Atlantic sea coastline in Ireland. It includes six islands along the West coast. It also covers of destination some area of the Ireland's midlands.

Size: 21,762 km².

Residents

Visitors

The geographical scope of the STO encompasses a population of over 607,600 residents

8.9 million international (visitors/per year) 5.8 million domestic (visitors/per year)

Main types of tourism and Hiking, Heritage/interpretive centres, cycling, golf and water sports most popular activities

Top most popular tourist attractions*

1. Cliffs of Moher Visitor Experience (1.6 million visitors) 2. Kylemore Abbey & Gardens (560,000 visitors) 3. Bunratty Castle & Folk Park (401,246 visitors) 4. Galway City Museum (246,737 visitors) 5. Connemara National Park (238,378) 6. Derrynane Parklands (226,664) 7. Glenveagh Castle & Grounds (199,198) 8. Sliabh Liag Cliffs (192,000 visitors) 9. Tralee Bay Wetlands Centre (180,000 visitors) 10. Drumcliffe Church (160,000 visitors) 11. Lough Key Forest & Activity Park (150,000 visitors) 12. Dún Aonghasa (131,273 visitors)

Urban, Sand/shingle beach, Moor/heathland, Farmland, Forest/Woodland, Wetland, Dominant habitats Peatlands, Grasslands, Limestone, Gardens, Parks Sunshine: Hours per season (Summer: 391, Winter: 156) Precipitation: mm per season (Summer: 242.3, Winter: 326.3) Weather pattern Temperature: Day and night temperatures per season (Summer: Day: 18.7°C, Night: 11°C) (Winter: Day: 8.5°C Night: 2.9°C) The tourism industry plays a major role in the geographical scope of the observatory.

Economic contribution of The tourist spend of €‎2 billion euro (international spend) and €‎1.2 billion euro (domestic tourism* spend).

Top tourist markets United Kingdom (UK), North America, Germany and Italy. *Fáilte Ireland data, 2022

Attractions Registered and approved attractions within the observatory*

Accommodations Registered and approved accommodations within the observatory*

* Source: Fáilte Ireland, 2022

Killaloe, Co.Clare. Photo credit: Canva images

The observatory has worked with a wide variety destinations from large regional destinations like Ireland's Hidden Heartlands to counties like Clare, Sligo and Donegal and small offshore Islands in the Atlantic Ocean.

Readers appreciate accurate information

Aran Islands, looking over Galway Bay. Photo credit: Canva images

Destinations Sustainable tourism in Ireland has now evolved to a stage where the measuring and monitoring of sustainable tourism indicators to facilitate evidence informed planning is essential. The implementation is best achieved with tourism indicator systems. However, the application of tourism indicator systems in Ireland has been extremely limited (McLoughlin, 2016).

To fill this gap in knowledge this study, utilising the Indicator System, will allow the researchers from the Atlantic Technology University (ATU) to collaborate with destination communities, tourism stakeholders, ITIC, Údarás na Gaeltachta, Fáilte Ireland, Island managers and local authorities, to better inform the sustainable management of tourism destination.

As the observatory will work with the destinations in collecting data, the destinations can use the data over time to conduct longitudinal analysis and monitor their performance from year to year, while also allowing for comparison with other destinations included in the study.

This baseline data on > 40 sustainable tourism indicators used by the observatory, ranging from tourist spending patterns, gender equality, inclusion and accessibility, transport impact, climate change, energy consumption, waste generation and sewage treatment, will provide beneficial data for planning and management considerations.

This evidence informed approach to tourism planning is essential, given the impact the industry can have on the local communities, economy and environment. Below are the breakdown of the various destinations that the observatory works with.

Counties The counties of Ireland are historic administrative divisions of the island into thirty-two units. In the Republic of Ireland, the traditional counties are, in general, the basis for local government, planning and community development purposes. They are governed by county councils. An example of a county that the observatory works closely with is County Clare.

Regional Since 2014, Ireland has moved to use four regional experience brands to develop and promote tourism – the Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin. The observatory is currently implementing an indicator system within the Ireland's Hidden Heartlands.

Islands Ireland is the third largest island in Europe and contains approx. 80 islands islands of significant size, of which approx. 20 are inhabited. The observatory works with at least six of the inhabited Islands: Inis Mór (Árainn), Inis Oírr, Inis Meáin, Inis Boffin (Inis Bó Finne), Árainn Mhór and Oileán Thoraí (Tory Island).

International destinations The observatory continues to work with international partners on destination management issues by collaborating in data harvesting techniques and best-practice education and destination management. For example countries such as; Greece, Portugal, Spain, Romania, Belgium, and Italy.

Aerial view of the Aran islands..

Photo credit: canva images

5 . MISSION, VISION AND VALUES OF THE STO The Atlantic Sustainable Tourism Observatory Our future vision for the sustainable tourism observatory, is for it to be a force of change. Every industry and sector must contribute to the agreements made in terms of climate change under the Paris agreement (2016) and the Sustainable Development Goals (SDGs). For the tourism sector, this means that we must bring visitors, residents, enterprises, educators’, and policy makers to together, work on the transition to becoming a more sustainable destination.

With the observatory, our long-term vision is that it will be a supporting tool to allow us to strive towards transition.

In the observatory’s long-term vision, we hope to see that the observatory has: 1. Become a source of high quality, transparent and regularly updated data.

2. Played a leading role in the scientific, political and socio- cultural sustainable tourism development for the destination.

3. Aided in the formalising and maintaining relationships within our destination.

4. Allowed the destination to share knowledge and to learn best of practice among the other INSTO members.

5. Created the ability to reference past indicator data and to measure and monitor sustainable tourism against quantifiable indicators.

6. Most importantly, this collection of data (measuring and monitoring against indicators) has equipped the destination with the information it needs to transition to a more sustainable destination.

It will have increased communication and transparency of indicator data to policy makers, enterprises, stakeholders, and the public. It will also have provided basis for identifying upskilling needs based on identified gaps and increased awareness with the destination.

6. OBJECTIVES OF THE STO

Help tackle the social, cultural, economic, and environmental challenges facing the tourism industry across the island of Ireland.

It aims to build on new and existing partnerships with key stakeholders in local authorities, state agencies, tourism industry, enterprises and communities across the island and internationally to address local challenges and collaborate with national and international researchers on global solutions.

Support the data collection that will inform sustainable change built on established sustainable tourism indicators.

Support tourism destinations with the tools and skills to monitor their transition towards sustainable living and facilitate destination comparison, of evidence-based planning and management.

Offer decision-makers at all scales with critical real time data to facilitate evidence informed planning and decision-making. to inform the development of a suite of actions to promote sustainable tourism. support the new sustainable tourism policy (to be published in 2023), by informing destinations' baselines against indicators.

Provide a resource for local authorities, state agencies, managers, community and enterprises to collect valuable data to better inform planning and management of sustainable tourism destinations.

Empower committees and residents by way of achieving high levels of involvement, communication and transparency within the system.

7. GOVERNANCE AND STUCTURE OF THE OBSERVATORY The Atlantic Sustainable Tourism Observatory, Ireland will be hosted (staffed and funded) by the Atlantic Technological University.

The STO sits within the existing ATU structure and has five permanent members of staff acting as Principal investigators from the ATU campuses. The observatory also has a staff researcher and a spectrum of postgrad researchers.

The observatory contains an established research group within the ATU organisation structure as a research group under the head of research for the ATU who in turn is governed by the President of the ATU. On an governance level within the ATU, it is worth noting that the observatory bring together three different schools and departments from three separate ATU campuses within the destination. As a result, the observatory has already started a cohesive synergy within the region through the measurement and monitoring of sustainable tourism.

The Atlantic Technological University already plays an important role in terms of education in the region and the observatory has the full backing of the University to support destinations and collaborate with stakeholders in transitioning to sustainable tourism destination. The Observatory acts in a supportive and educational role especially in the field of monitoring objectives and indicators.

The observatory will play an important part in meeting SDG’s, which is why the further strengthening and the establishment of the observatory is so vital. The ability to measure and monitor sustainable tourism on a regular basis and making it easily accessible for all stakeholders, will allow the Atlantic Sustainable Tourism Observatory, Ireland to support tourism enterprises, communities, government and all relevant stakeholders in transitioning to net zero destination’s.

The Observatory acknowledges and is grateful for the support, contribution and opportunity to pursue this project as a result of this collaborative, multi-disciplinary approach with county councils, tourism enterprises, communities, state agencies and non-governmental bodies.

This observatory started collecting sustainable tourism indicator data in 2017 with three counties; Donegal, Sligo and Clare. It was formed with a principal focus of investigating and contributing to the sustainable development of tourism to better understand the key indicators for sustainable destination management. In time, it is hoped that the STO of the Atlantic can be extended to incorporate more research partners and to involve more public and private bodies to be involved.

It is noted that there is an existing ATU 'observatory' named 'STORY' that encompasses a wide range of sustainable tourism research (other than indicator based work) that is carried out at ATU. At this point in time, this has simply been a research group where all projects and outcomes of the University have been published. STORY will be absorbed into the newly proposed 'Atlantic Sustainable Tourism Observatory' but it will be operationally and visually different. STORY differs to the newly proposed observatory of the the 'Atlantic Sustainable Tourism Observatory', as it will have a specific structure, geographical scope and stakeholders.

The Atlantic Sustainable Tourism Observatory, Ireland (ASTO) will have its individual webpage once accepted into the INSTO network and it will include the indicator data and will be accessible to all stakeholders (state agencies, county councils, residents, other INSTO members) for full clarify and transparency.

ATU Sligo campus

The ATU has a role to work and collaborate with all stakeholders to strive towards becoming a better society. In this, the Observatory has been put forward and will be hosted, staffed and funded by the ATU. ATU will play the role of leadership and educational support of the observatory.

The members of the Observatory regularly collaborate with a wide range of national agencies from the Department to the National Tourism Development Agency (Fáilte Ireland) and the Irish Tourism Industry Confederation (ITIC). The ATU run international webinars to highlight issues and brings international experts to offer solutions in the evidence informed planning process. In terms of destinations, the observatory works with existing working groups. For example, Local Authority Tourism Officers and tourism committees which are generally made up for industry, community, and Local Authority experts.

The ATU role in the observatory is to facilitate these destinations in the various stages highlighted in Table 2.

In many cases, indicator systems to implement is a continual process that can take several years to progress to the final stage. The ATU helps facilitate this process through mentoring and carrying out data collection and data analysis.

The relevant stakeholders (Figure 1), are involved at various levels of communication and destinations are at different stages of implementation of their indicator systems. Some new destinations are coming on board at stage one, while some destinations have been involved for several years (stage four).

Stakeholder support for the observatory project is detailed and can be seen in the letters of support attached to this application.

Inismor, the Aran Islands. Photo credit: Canva images

Figure 1: The structure of the STO

8. HOSTING THE OBSERVATORY The Atlantic Technological University will lead and host the observatory.

The observatory will be supported by the head of research at ATU and the head of schools from the three campuses.

In addition, the observatory also has a network of green teams or sustainable tourism working groups within the destinations it is measuring and monitoring.

The tourism officers within each county council and the island mangers on the island have been very involved in the observatory and will continue to be of significant importance with the growth and development of the observatory.

The observatory also call on experts, in particular, internally within ATU and externally to facilitate in evidence informed planning for the destinations.

It is also envisaged that the observatory will form alliances and work closely with other INSTO members.

The communities who live within the destination are a significant player within the structure of the observatory. The observatory has this year alone carried out six community meetings to communicate with the hosts community and gather valuable feedback. The resident surveys which are conducted in each destination also inform this structure.

The observatory will be staffed and funded within the structure of the ATU with the observatory being supported by full time, permanent positions and supplemented by research grants that are applied for and maintained on a continuous basis (University, National, EU and global funding). Local authorities allocate a certain level of resources to support the observatory (and their destination management).

Sligo Abbey. (Credit: Canva images)

9. STAKEHOLDERS All Stakeholders Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media Fáilte Ireland Irish Tourism Industry Confederation (ITIC) Údarás na Gaeltachta Connemara & Islands Tourism Network (CAITN) Local Authorities County Council Tourism Officers Island mangers Irish Hoteliers confederation Educational Training Boards The OPW CSO NPWS EPA Residents Community tourism organisations Islands committee Destination Green Teams Tourism Enterprises Transportation agencies Sustainable tourism certification Tourism NGOs in Ireland Universities in Ireland The UNWTO Other INSTO members The European Union

Slieve league cliffs, Donegal. Credit: canva images

10. POLICIES AND RELEVANT SUSTAINABLE DEVELOPMENT PLANS IN THE DESTINATION Global development plans

The Paris Agreement The Sustainable Development Goals (SDGs)

EU sustainable development

EU Green Deal EU Biodiversity Strategy for 2030 EU 2030 Climate Target Plan EU strategy for sustainable tourism

National sustainable development

People, Place and Policy - Growing Tourism to 2025 National Tourism Recovery Plan 2020-2023 Shannon Tourism Masterplan to transform tourism in Ireland’s Hidden Heartlands The Shannon: A Tourism Masterplan (20202030) Ireland's Hidden Heartlands Regional Development Strategy Wild Atlantic Way sustainable management plan Irish Climate Plan 2021 Sustainable tourism working group strategies National Tourism Plan 2025 Issues and Choices: Ireland 2040. Our Plan National Planning Framework ITIC - Delivering a Sustainable Tourism Industry Driving Tourism Sustaining Communities 2017, Failte Ireland

County sustainable development

County Development Plans (5-year cycle): Clare, Donegal, Sligo Clare tourism strategy Donegal County Council Tourism Strategy Sligo tourism strategy The Burren and Cliffs of Moher Visitor Experience Development Plan The Connemara Coast & Aran Islands Visitor Experience Development Plan Inishowen Destination and Experience Development Plan

Islands Each individual Island strategy The Connemara Coast & Aran Islands Visitor Experience Development Plan

Tourism in Ireland The tourism industry in Ireland has experienced strong growth in recent years, solidifying its significance as an economic sector that brings employment and revenue to all regions of the country. In 2018, the revenue generated by international tourists reached a record high of over EUR 5 billion, while the total value of tourismrelated expenditures was estimated at EUR 9.4 billion, accounting for 3% of the country's GDP. Directly employing 225,500 individuals, tourism represented 10.3% of total employment in Ireland.

The country's travel exports made up 2.9% of its total service exports in 2018.

Domestic tourism expenditure has also increased, totaling EUR 2.0 billion in 2018, a rise of 11.6% from 2016 values. The number of domestic tourists rose by 13.4% to 10.9 million overnight visitors in 2018, compared to 9.6 million in 2017. A total of 28.4 million bed-nights were recorded in 2018, reflecting an 11.2% increase from the 25.5 million bed-nights recorded in 2017.

The Irish government has implemented a national tourism policy called "People, Place and Policy: Growing Tourism to 2025" through various action plans, including the "Tourism Action Plan 2019-2021." This latest plan focuses on enhancing the visitor experience, supporting local communities, improving policy and research, and marketing Ireland as a destination.

However, Ireland's tourism sector is currently facing challenges such as the impacts of Brexit and the world economy, as well as potential reductions in air access and competitiveness pressures in the industry. Fáilte Ireland, the Irish tourism board, has launched a capital investment program called "Platforms for Growth" for the development and enhancement of major visitor attractions. The government has also released a Climate Action Plan, as well as strategies like "Future Jobs Ireland" and "Global Ireland," to strengthen the economy and increase tourism from established and emerging markets.

Reference: OECD Tourism Trends and Polices, 2020

Killaloe, Clare. Credit: Ireland's content pool

11. IRELAND'S TOURISM GOVERNANCE SYSTEM Ireland currently does not own a tourism satellite account. The INSTO observatory is hopefully a beginning of change for collecting and monitoring tourism data in Ireland.

A description of the Ireland's overall tourism management system is given below: The Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media (department of the Government of Ireland).

The Department sets national tourism policy, providing the strategic direction required to support the growth of a competitive and sustainable tourism industry, through the development, implementation and influencing of a range of policy actions and programmes by the Department, its Agencies and other Government Departments, in consultation with industry partners. The tourism agencies, operating under the aegis of the Department, have been established to deal with the administration of that policy. The mission of the department is to promote and develop Ireland's tourism, culture, and art; and to advance the use of the Irish language, including the development of the Gaeltacht. It is led by the Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media.

Fáilte Ireland (the National Tourism Development Authority of the Republic of Ireland.

The National Tourism Development Authority was established under the National Tourism Development Authority Act 2003. Its role is to support the tourism industry and work to sustain Ireland as a high-quality and competitive tourism destination. It provides a range of practical business supports to help tourism businesses better manage and market their products and services and develop experiences in line with Fáilte Ireland's brands (the Wild Atlantic Way, Ireland's Ancient East, Ireland's Hidden Heartlands and Dublin).

Fáilte Ireland also works with other state agencies and representative bodies, at local and national levels, to implement and champion positive and practical strategies that will benefit Irish tourism and the Irish economy. It promotes Ireland as a domestic holiday destination through its Discover Ireland marketing campaign (DiscoverIreland.ie) and through the experience brands and also manages a network of nationwide tourist information centres that provide help and advice for visitors to Ireland.

Tourism Ireland The all-island tourism marketing company, was formally incorporated in 2000, following the designation of tourism as an area for cooperation under the Good Friday Agreement (1998). Its overall objective is to promote increased tourism to the island of Ireland. It is responsible for marketing the island of Ireland overseas as a holiday and business tourism destination. Tourism Ireland is accountable to the North South Ministerial Council, with funding being provided by the Department for the Economy in Northern Ireland and by the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media in the Republic of Ireland.

Local Authorities (city and county councils) Authorities have long recognised the important contribution of tourism to their local areas. They are active in many aspects of tourism, such as the organisation and funding of events, and the development of public tourism infrastructure. In this context, many Local Authorities work closely with Fáilte Ireland in the development of these projects.

The Irish Tourism Industry Confederation (ITIC) ITIC is the primary representative body of the Irish tourism industry. ITIC are recognised by Government departments and agencies, North and South, by Tourism Ireland Ltd, by the EU, and other organisations whose activities impact on the business of tourism. The organisation represents the leading tourism interests and businesses throughout the Republic of Ireland.

The Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media

State agencies (e.g. EPA, OPW)

Local authorities, Enterprises, Communities

Fáilte Ireland

Tourism Ireland

ITIC, NGOs

Figure 2: The structure of tourism governance in Ireland

12. Ireland's tourism policies and sustainable development strategies Ireland, as a country, is committed to becoming a sustainable tourism destination. This is shown in the current policies of involved stakeholders, strategies and recent funding allocations (detailed below). All actors in the governance of tourism in Ireland (Fáilte Ireland, ITIC, Sustainable Tourism Working Group etc.) are making genuine efforts to transition to a more sustainable destination.

Within the strategies to transition to a more sustainable tourism sector in Ireland, there are aspects that require a lot of planning and effort to achieve this transition. Some aspects are more difficult to transition due to the current National structure of the sector (e.g. transport). Other aspects, such as Ireland being an island nation, makes it difficult to reduce international airline emissions.

The National Tourism Strategy

To inform the new sustainable tourism policy, key policy imperatives and established clear aspirations for where the national tourism sector needs to be by 2030 and plans on how this is will be achieved will be formulated in the new National Tourism Strategy (to be published in 2023), building on the People, Place and Policy - Growing Tourism to 2025.

A key issue in the new national tourism policy is expected to be the tourism sector’s contribution to meeting national and international policy commitments on climate action, including national emissions reduction requirements. In this regard, the new policy will have to consider how public investment can promote and support the development of a sustainable tourism sector.

Fáilte Ireland

Fáilte Ireland have recently released a Climate Change Road Map detailing that driving climate action as a strategic priority and helping tourism and hospitality businesses contribute to these targets. In the released support guides, enterprises are provided supported on how to blend actions that can help businesses become more sustainable, while also adopting efficient cost saving measures.

The Irish Tourism Industry Confederation (ITIC)

ITIC is the primary representative body of the Irish tourism industry. ITIC published a recent report 'Delivering a 'Sustainable Tourism Industry', where it sets out a strategic roadmap whereby the sector can enjoy a sustainable future, one where businesses can be viable and profitable, communities are benefitted, and the existential environmental challenges are addressed head-on. It details the three areas of sustainability – economic, social and environmental – that need to co-exist in the strategy.

Measurement efforts Ireland is not currently part of the Tourism Satellite Account (TSA). The Atlantic Sustainable Tourism Observatory continues to advocate for this. In the absence of the TSA, the core measurement efforts in relation to tourism data is completed by the Central Statistics Office (CSO), EPA, Fáilte Ireland, ITIC and the EU. In terms of measuring and monitoring sustainable tourism indicators, Ireland is still in the stage of developing policy on this. However, at present, the Observatory collects this data in a number of destinations which can be seen throughout this report.

* https://supports.failteireland.ie/climate-action/#:~:text=Ireland%20has%20committed%20to%20cutting,businesses%20contribute%20to%20these%20targets

** https://www.itic.ie/RECOVERY/sustainable-tourism/

Sustainable Tourism Working Group The Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media consults widely and maintains a close working relationship with the tourist industry and other key stakeholders regarding the formulation and implementation of tourism policy and related strategies and programmes. From time to time, the Department establishes cross-cutting working groups to consider specific issues of relevance to tourism but also to other areas by bringing together all relevant stakeholders.

The Tourism Leadership Group in 2018 formed a sustainable tourism working group, chaired by the Department of Transport, Tourism and Sport (DTTAS) and included senior representatives of Fáilte Ireland, Tourism Ireland and the Irish Tourism Industry Confederation 'to review international policy and best practice in sustainable tourism and propose guiding principles for sustainable tourism development in Ireland'.

The group has produced a 'Tourism Action Plan 2019-2021', with the report stating that: "Metrics and Indicators will be key for setting targets, and measuring and monitoring progress. This could include everything from carbon/ aviation emissions from the sector, and any international and national environmental/ climate change indicators that may be relevant."

At present, an indicator system has not been established in Ireland (at national level) but the observatory will continue to collaborate with Fáilte Ireland and international consultancy companies on the measuring and monitoring sustainable tourism and the adoption of indicators. The Observatory will be available for support and can integrate national indicators into observatory, if are developed.

The National Tourism Authority and the Minister of Tourism are in discussions with members of the observatory and they have endorsed the Observatory's work. To ensure best practice is adopted by the Observatory, the indicators used for the past decade are evolved and closely integrated with the UN, UNWTO, EU and GSTC indicators.

13. Sustainable funding and development plans in the destination Below are some examples of the funding for sustainable tourism in the geographical scope of the observatory (non-exhaustive list).

Budget 2023 for the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media €30 million continued additional funding to support tourism development at home and amongst overseas visitors An additional €8.5 million to support the Irish language and the Gaeltacht Domestically, continued additional funding of €15 million will deliver a range of measures to support the sector including domestic marketing, transforming the digital capabilities of tourism businesses, boosting the industry’s recruitment and retention efforts, sustainable tourism initiatives, long-term investment in the US College Football Classic series, and establishment of a register of short-term letting properties as part of the government’s “Housing for All” reforms.

Just Transition tourism funding of €68 million for Ireland’s Midlands The adoption of the Just Transition Plan confirms significant Ireland / EU funding to support the Midlands region, as Ireland moves away from fossil fuels. The tourism element of the Just Transition Plan includes allocations of €38 million under Regenerative Tourism business supports and €30 million for a Tourism Trails Network.

The EU Just Transition Fund in Ireland has 3 priority areas for investment: generating employment through diversification of the local economy, restoration of degraded peatlands and regeneration of industrial heritage assets and smart and sustainable mobility. The different strands of funding are detailed as Strand 1: Midlands Trails Network (€30 million), Strand 2: Amenity Support to Tourism Businesses (€25 million), Strand 3: Alternative Low Carbon Accommodation (€3 million) and Strand 4: Smart Solution Development (€10 million).

Gleniff Horseshoe, Cycling, Co Sligo. Photo credit: Ireland's content pool.

14. GLOBAL AND NATIONAL AGREEMENTS AND SUSTAINABLE DEVELOPMENT GOALS It is clear that the shift from commitment to actions and results can only be achieved if sustainable development moves from the periphery to the core of decision-making in both public and private domains.

Sustainable Development Goals On 25 September 2015, Transforming Our World: The 2030 Agenda for Sustainable Development was adopted at the United Nations. Ireland co-led the 2030 agenda negotiations alongside Kenya. The Sustainable Development Goals (SDGs), which aim to “end poverty, protect the planet and ensure prosperity”, are an integral part of the 2030 agenda. The 2030 agenda is voluntary and not legally binding, but every country has agreed to implement the SDGs and every country is expected to develop a national framework setting out how they will be achieved.

Ireland has adopted a whole-of-government approach to SDG implementation, with overall political oversight provided through the government. The Minister for the Environment, Climate and Communications has responsibility for promoting the SDGs, and for overseeing their coherent implementation across Government.

The Second SDG National Implementation Plan 2022-2024 was published on 5 October 2022. It was developed in collaboration with all Government Departments, key stakeholders, and based on input from two public consultation processes held over the last year. The new Plan builds on the structures and mechanisms set out in the first Sustainable Development Goals National Implementation Plan. SDG data management processes and SDG data hub (Geohive) with sourced information for UN, EU and National SDG indicators data, development of the SDG data hub where data can be accessed, visualised and downloaded; and the release of electronic SDG publications on UN SDG Goals 1-12 with a national focus. The CSO has also published a series of individual SDG Goal reports on UN SDG indicators data for Ireland.

Climate agreements Ireland is a signatory to a number of international, EU, and national agreements related to climate change. At the international level, Ireland has signed and ratified the Paris Agreement, which was adopted by the United Nations Framework Convention on Climate Change (UNFCCC) in 2015. The Paris Agreement aims to limit global temperature rise to well below 2 degrees Celsius above preindustrial levels and pursue efforts to limit the temperature increase to 1.5 degrees Celsius.

At the EU level, Ireland is bound by the EU's commitment to reducing greenhouse gas emissions by 40% below 1990 levels by 2030, as well as the EU's renewable energy target of at least 32% by 2030.

On a national level, the government has taken a number of steps to reduce emissions and meet its climate change obligations. For example, the Climate Action and Low Carbon Development Act 2015 established a framework for Ireland's transition to a low carbon, climate resilient and environmentally sustainable economy. The act establishes a National Mitigation Plan and a National Adaptation Framework to address the impacts of climate change. Additionally, the Climate Action Plan 2019 sets out a whole-of-government approach to tackle climate change and achieve Ireland's 2030 emissions reduction targets.

The UNWTO is custodian to two SDG indicators from the Global indicator framework.

These two indicators are: Indicator 8.9.1: Tourism Direct Gross Domestic Product Indicator 12.b.1: Implementation of standard accounting tools to monitor the economic and environmental aspects of tourism sustainability As the 17 SDGs offer a new direction, tourism can and must play a significant role in delivering sustainable solutions for people, the planet, prosperity and peace. In this, the observatory has aligned itself and its indicators with the UNWTO Sustainable Development Goals (SDG’s).

The UNWTO is responsible for the promotion of responsible, sustainable, and universally accessible tourism geared towards the achievement of the universal 2030 Agenda for Sustainable Development and the Sustainable Development Goals.

The observatory will offer leadership and support to the tourism sector in advancing knowledge and tourism policies, advocating for responsible tourism and promoting tourism as a driving force towards economic growth, inclusive development and environmental sustainability.

The ATU is aligning with the European Green deal and is developing key policies and strategies centred around the SDGs. Each of the observatories sustainable tourism indicators align with SDGs and provide real time data to collaborate with all stakeholders in evidence based planning (outlined below in Section 20).

15. STAGES OF OBSERVATORY ROLL OUT The observatory operates with stakeholders to follow the general stages as outlined below.

These stages are based on the observatory's experience and frameworks described the UNWTO (Table 1 below) and ETIS system below (Figure 2).

Destinations moves from Stage 1 to Stage 5 and will always be a moving cycle and indicator need to be revisited and worked upon. The stages range from forming a green team, to deciding on what indicators suit the destination, to indicators becoming core of decision-making in both public and private domains at destination level.

In the table across (Table 2), the stages for an indicator roll out have been detailed, with the destination stages outlined below. The observatory has also been approached by other islands along the Atlantic coast and other destinations, to collaborate with the measuring and monitoring of sustainable tourism. It is our aim to grow the observatory and continue to customise the indicators to the needs of the stakeholders (e.g. community, enterprises) within the destinations.

Figure 2: Seven steps for an indicator system (ETIS, 2016).

Table 1: Indicators and planning process (WTO, 2004).

Table 2: The stages of the observatory roll-out Stage 1

Stage Description

1a.Discussion and education around the process with a crosssectoral working group 2a. Determine responsibilities

Stage 2

2a.Verifying national and regional available data (statistical data, open data) 2b. Discussions on the need to form a 'green team' and associated training 2c. Evaluation of indicators to be used and some initial data collection

Stage 3

3a.In-depth data collection (surveys) and collation (open data).

3b.Consolidat ion and continual feedback to the green team

Stage 4

4a.Indicator data analysis (Baselines or longitudinal analysis) 4b.Meet as a 'green team' and discuss findings

Stage 5 5a.Meet as a 'green team' and determine actions and priorities.

5b. Publish Indicator results (dashboards/ GIS mapping) 5c.Strengthen the green teams and sustainable tourism working groups 5d. Cycle begins again once timing has been decided upon.

Co. Sligo (2025) Co. Donegal (2025)

Destinations' current stage of indicator system

Inis Mór (Árainn), (2021-2023) Inis Oírr (2021-2023) Inis Meáin (2021-2023) Inis Boffin (Inis Bó Finne) (2021-2023) Árainn Mhór (2021-2023) Oileán Thoraí (Tory Island) (2021-2023)

The Hidden Heartlands (2021-2023 cycle)

Co.Clare (2021-2023 cycle)

Co. Clare (2016-2017 cycle) Co. Sligo (2016-2017 cycle) Co. Donegal (2016-2017 cycle)

And other destinations within observatory scope (early stages)

*Green team: group of stakeholders with a sole purpose of meeting in terms of sustainable tourism in the destination. This should include public and private bodies, water management, transport members, tourism officers and academics.

16. THE STO MONITORING METHODS AND SMART TECHNOLOGIES The observatory initially collected indicator data through the means of paper-based surveys. It has now transitioned with the visitor survey, enterprise survey and resident survey through methods of smart technology. The observatory has designed online research tools to facilitate a more efficient way of data collection. For example, posters and stickers were designed and positioned at honeypot attractions to facilitate visitor surveys, each having a specific QR code. These QR codes were scanned by visitors and allowed for more efficient data collecting. The visitor surveys are supplemented by in-person surveys to ensure correct sample sizes, correct distributions of data and inclusivity for all cohorts.

Smart management of data The observatory aims to align all the indicators to allow for smart management a mapping of destinations. This can facilitate destination comparative analysis and facilitate longitudinal analysis.

A significant phase of the observatory’s plan is to map all this data onto GIS to allow destination stakeholders, tourism planners and mangers to roll out evidence informed sustainable tourism planning to transition to more sustainable tourism destinations.

Other sectors within the region use this software for their own planning (waste/ water/ biodiversity), by utilising the same system, planners can overlap data with other available data to make more informed decisions, in a more efficient way.

GIS graphic. Credit: Canva images

Data will be integrated into GIS to allow destination stakeholders, tourism planners and mangers to roll out evidence informed sustainable tourism planning

Figure 3:Distribution of EV car charging points vs driving ranges along the Wild Atlantic Way route (Source: ATU research, Fiona McKenna)

17. EDUCATION One of the core pillars of the ATU is education and training. It is envisaged that the observatory will be able to connect the education and training demands of the destination’s stakeholder with the relevant ATU specialist training providers to help destinations become more sustainable.

Education is a crucial element for the observatory and our host institutions aim is to advance economic, social and environmental sustainability through education, innovation, and engagement.

The collection of data and results will be envisioned to inform upskilling and training to improve on identified gaps to training to a more sustainable destination. This aspect needs to be valid, for other aspects such as funding and government incentives to work in harmony to achieve this goal.

Current sustainable tourism research projects (2023) within ATU are shown above.

Upskilling Webinar for tourism sector

The observatory recently held (2022) a webinar on upskilling Irish Tourism for a decarbonised world that was well attended by public and private stakeholders in Ireland.

Research conducted by ATU (Conefrey, A 2022) has established the first baseline carbon footprint of tourism within the Republic of Ireland. The report has been well received by industry, with good engagement with Fáilte Ireland and the Irish Tourism Industry Confederation.

In 2019 the total emissions attributed to tourism in the Republic of Ireland reached 10.16 MtCO2eq (excludes emissions from outbound tourists and cruise ship passengers).

This figure is based on 22.6 million tourists, who then generated an estimated €9.5 billion to the Irish economy and approximately 260,000 jobs.

The results of this research will benefit policymakers, planners and stakeholders as it demonstrates a method to actively measure, monitor and manage tourism emissions by providing an evidence-based approach to develop appropriate tourism decarbonisation policies, plans and strategies for Ireland.

The second phase of this research project is now underway and will develop an evidence-based decarbonisation toolkit for tourism stakeholders.

Information learnt through this research will be shared and integrated within the proposed STO, and shared with other INSTO members.

18. COMMUNICATION

The Observatory delivers feedback on the work of the various projects at local, national and international events to encourage best practice and collaboration with a wide variety or partners.

"If indicators are to be used effectively, it is essential to find the most effective means to portray results.....Indicators can make a real difference to the decision process particularly when the results of indicators are used publicly; they become part of the understanding of what is important, and can be a catalyst for action."

(Indicators of Sustainable Development for Tourism Destinations: A Guidebook, WTO 2004,p.51, 52)

The communication element of the observatory is critical and it is envisaged that the data from the measuring and monitoring of the destination is communicated on multiple levels of platforms from print media to local authority websites, to social media.

The principle focus will be on the development end establishment of a website with the ATU (in progress).

The destinations themselves will also be communicating the study results on their own platforms.

The destination measuring and monitoring is communicated through the green team in form of dashboard and infographics. To the right, is an example of the draft Co. Clare sustainable tourism dashboard.

Source: ATU research. (Credit: McKenna, F 2022)

19. Leadership and Innovation ATU enterprise innovation (iHubs) provide a highly supportive start-up ecosystem where businesses benefit from development supports, an integrated commercialisation process, industry links, networking, mentoring and access to the resources, staff and students of Atlantic Technological University (ATU).

The Observatory will work alongside the ATU enterprise innovation (iHubs) to enhance the sustainability of the destination by supporting and if necessary leading out on innovative services and products to measure and monitor tourism and transition to a net zero destination.

The observatory will aim to lead and support destinations in strengthening the reputation and competitiveness of the regional tourism brands of the Wild Atlantic Way and Hidden Heartlands by supporting innovation for tourist enterprises to promote sustainable tourism initiatives.

The Observatory will lead out in supporting potential tourism innovation projects to gain the necessary supports from the ATU iHubs. Our iHubs offer access to office space, business development supports, collaboration opportunities.

For more details please see the link provided: https://atuihubs.ie/.

To date, the iHubs have directly supported over 1,000 jobs, 48 high growth start-ups, €215m investment raised, 7 company acquisitions. With 77% of enterprises still in business after seven years, with over €3m R&D conducted with businesses'.

With such supports, the observatory is in an ideal position to lead, collaborate and support the tourism sector in taking short and long-term advantages of implementing green economy initiatives and sustainable smart tourism innovation.

20. HOW WILL ATU RECOGNISE THE VALUE AND IMPACT OF THE OBSERVATORY As hosts to the Observatory The measuring and monitoring of sustainable tourism indicators to allow the balanced development of the regional tourism hospitality and food entrepreneurship and innovation ecosystem Working with the tourism and events sectors to harness the Cultural and Creative Sector to attract new investment, commercialisation, and collaboration opportunities ATU will use evidence informed planning to drive tourism and hospitality to the highest global competitiveness and expanded regional footprint and coordination Growing the sustainable tourism and hospitality food sector in the West coast of Ireland, underpinned by an integrated innovation network facilitating the transition towards a sustainable Bioeconomy Expanding the use of sustainable tourism indicators to measure and monitor tourism to support prospects for sustainable entrepreneurship, employment, and upskilling in Tourism; Developing the sustainable tourism dashboard and digital data gathering to facilitate the destinations digital and green transformation in the regions covered.

Creation of a mechanism which will provide access to pertinent data sets collated through GIS and accessible through a digital dashboard interface. This will enable tourism stakeholders to combine a multitude of up-to-date criteria and variables to visualise situations and opportunities that will aid in future planning and decision-making for industry development and academic research in the field.

The ATU has committed to support the growth of the observatory with platforms for the communication of the data and training to support the sustainable development of tourism in the region. The success of the pilots, previous work completed and the demand for continuation of the work has lead to a number of larger projects which saw the need for collaboration and formal recognition from the UNWTO. This will allow the observatory to network with other INSTO members around the world, for collaboration, for sharing best practices and lessons learnt.

In the context of moving forward in a sustainable way in line with the UN SDGs. Enhanced development of collaboration amongst Ireland’s HE institutes with regard to tourism education and research (an area of fundamental economic importance across the islands, the Atlantic Coast and the Heartlands of Ireland).

21. HOW WILL STAKEHOLDERS RECOGNISE THE VALUE AND IMPACT OF THIS INCENTIVE? As key players and beneficiaries to the Observatory

Collaborate with all destination community and key stakeholders to transition towards more sustainable living and monitoring of the circular economy on the Island Support destinations in monitoring the impact of climate change and transitioning to and monitoring of the circular economy in tourism destinations utilising the sustainable tourism indicator system.

Utilise spatial data analysis and modelling to integrate the sustainable tourism indicators uses incorporating a smart tourism destination dashboard to facilitate communities’ transition towards sustainable living.

Develop a strategic product development plan for the commercialisation of the observatory, incorporating real time tourist, enterprise and community sustainable tourism indicator data.

Dartry Mountains, Sligo. Photo credit: canva images.

22. INDICATORS "Indicators are measures of the existence or severity of current issues, signals of upcoming situations or problems, measures of risk and potential need for action, and means to identify and measure the results of our actions. Indicators are information sets which are formally selected to be used on a regular basis to measure changes that are of importance for tourism development and management."

Indicators of Sustainable Development for Tourism Destinations: A Guidebook, WTO 2004, p.8 The development and use of indicators is increasingly viewed as a fundamental part of overall destination planning and management, and an integral element in efforts to promote sustainable development for the tourism sector at all scales. The stimulus for the tourism sector comes from the perception that many destinations have been at risk due to insufficient attention to the impacts of tourism and to the long-term sustainability of destinations (WTO, 2004, p.9)

The observatory works with green teams, tourism officers, key government stakeholders and communities on the process of sustainable tourism indicator data collection in communities and enterprises providing third party verification through the ATU. As a result, a blend of indicators have been established within the Observatory through the criterion of: INSTO 11 key issue areas Global and EU recognised indicators (UNWTO, GSTC, ETIS) Destination specific indicators Sustainable Development Goal (SDGs) indicators The indicators are provided below with the listed reasoning for monitoring against the indicator. A more detailed breakdown on the data collection methods and timings of indicators are given in Section 22b.

22a. Indicators against the 11 INSTO Issue Areas: reasoning for monitoring Table 3: Indicators against the 11 INSTO issue areas (reasoning for monitoring) INSTO Issue Area

1.Local satisfaction with tourism

2.Destination economic benefit

Indicator

Purpose of monitoring

Percentage of residents who are satisfied with tourism in the destination

Checking on resident satisfaction on a regular basis is ATU/UNWTO/ an important gauge for visitor experience. Being alert ETIS to changes in levels of resident satisfaction and taking SDG (11,17) action where necessary is fundamental to sustainable tourism.

Percentage of residents that are satisfied with the impact of tourism on destination’s identity

ATU/ETIS SDG (11,17)

This indicator is a barometer of tourism’s cultural impact.

Percentage of various impacts of tourism on resident’s quality of life in the destination

ATU/ ETIS SDG (3,11)

Checking on the various individual impacts is important (e.g. destination specific issue areas such as traffic and over tourism) and taking action where necessary is fundamental to sustainable tourism.

Daily spending per same-day visitors

ATU/UNWTO/ ETIS SDG (1,8,9)

To better understand the spending patterns and economic impact of day visitors and compare these patterns over time with overnight visitors

Daily spending per overnight tourist

ATU/ETIS/UN Monitoring tourist spending is a good way of showing WTO the direct economic impact of tourism to the SDG (1,8,9) destination.

Number of tourist nights per month

ATU/ETIS/UN WTO SDG (1,8,9)

Direct tourism employment as a percentage of total employment in the destination

3.Employment

Indicator reference

Percentage of locally produced food, drinks, goods and services sourced by the destination’s tourism enterprises

Percentage of various impacts of tourism on resident’s quality of life in the destination

ATU/ETIS SDG (1,8,9)

ATU/ETIS SDG (11,17)

ATU/UNWTO SDG (3,11)

The number of tourist nights is a primary indicator of tourism volume in the destination. This indicator measures average volume per month throughout the year, revealing seasonal patterns in the destination.

To understand the role of tourism in job creation and the sector’s relative value in terms of employment generation.

Sourcing local products and services increases the economic value of tourism. Tracking this figure will help DMOs explore ways to increase the connection between tourism and the economic and environmental value of supporting local products, goods, services and agriculture.

To understand the various impacts of tourism (positive or negative) that are individual to the destination is a good measure of monitoring resident satisfaction with tourism in their area.

Table 3: Continued INSTO Issue Area

Indicator

Indicator reference

Purpose of monitoring

Percentage of residents who are satisfied with tourism in the destination per month / season

ATU/ETIS SDG (11,12)

Checking on resident satisfaction on a regular basis in terms of seasonality is an important gauge to aware of seasonal variation in employment .

4.Tourism seasonality ATU/ETIS/UNW TO Percentage of jobs in tourism that are seasonal SDG (11,12)

ATU/ETIS SDG (7)

Tracking tourism enterprise engagement in saving energy with different measures like using low energy lighting helps gauge the success of energy-saving programs and initiatives

Energy consumption per tourist night compared to general population energy consumption per resident night

ATU/ETIS SDG (7)

The energy consumption of the tourism sector is a crucial piece of information for tourism development and planning. Reducing the tourism energy footprint will also save enterprises money.

Percentage of annual amount of energy consumed from renewable sources (Mwh) compared to overall energy consumption at destination level per year

ATU/ETIS SDG (7)

This indicator tracks the destination’s progress in converting to renewable sources of energy.

Percentage of tourism enterprises in destination that take actions to reduce energy consumption

5.Energy management

A true measure of tourism’s employment generation and value needs to consider the seasonal variation in employment.

Percentage of tourism enterprises taking actions to reduce water consumption

ATU/ETIS/UNW TO SDG: 3,6

Tracking tourism enterprise engagement in water use and conservation activities helps gauge the success of water conservation initiatives that will result in saving money for enterprises.

6.Water Management Percentage of tourism enterprises using recycled water

ATU/ETIS SDG: 3,6

Using recycled grey water can be an effective reduction strategy for garden irrigation. This indicator tracks how widely implemented these initiatives are at the tourism enterprise level.

Table 3: Continued INSTO Issue Area

Indicator

Percentage of sewage from destination treated to at least secondary level prior to discharge 7.Sewage Treatment Percentage of bathing waters in destination classified at least ‘good’ (as defined by the EU Wastewater Directive).

Indicator reference

Sewage discharge treatment is fundamental to sustainability at destination level. Tracking this ETIS/UNWTO information helps to identify and treat problem SDG 3,14 areas where they exist.

ATU SDG 3,14

Percentage of safe bathing water in destination is a fundamental aspect of maintaining a sustainable tourism destination.

GSTC A1 (a) SDG 16,17

Monitoring the effectiveness of tourism management system for sustainable tourism is a vital aspect at destination level. Tracking this helps the destination ensure that the management system is functioning adequately and allows the identification of issue areas that need to be improved upon.

Evidence of links and engagement with other bodies

GSTC A1 (c) SDG 16,17

Monitoring engagement with other bodies (academics, stakeholder groups) of tourism management system for sustainable tourism is a vital aspect at destination level. Tracking this helps the destination ensure that the management system is functioning adequately and allows the identification of issue areas that need to be improved upon.

Percentage of tourism enterprises separating different types of waste

ATU/ETIS SDG 12,14,15

Keeping track of private sector engagement shows the effectiveness of awareness initiatives and the need for incentives in this area.

Percentage of types of waste that tourism enterprises are separating at the destination

Keeping track of the private sector engagement and ability to separate various types of waste ATU (paper/plastic) shows the effectiveness of SDG 12,14,15 awareness initiatives (or the local authorities ability to provide waste disposal facilities).

The destination has an effective organization, department, group, or committee responsible for a coordinated approach to sustainable tourism, with involvement by the private sector, public sector and civil society 8.Governance

9.Solid Waste

Purpose of monitoring

Percentage of tourism enterprises correctly separating waste for waste operators within the destination

Keeping track of the private sector engagement and ability to correctly separate various types ATU of waste (paper/plastic) shows the SDG 12,14,15 effectiveness of awareness initiatives (or the local authorities ability to provide waste disposal facilities).

Table 3: Continued INSTO Issue Area

10.Climate Action

Indicator reference

Purpose of monitoring

Average travel (km) by tourists and same day visitors from home to the destination

ATU/ETIS SDG 13

This information helps identify the cost of distance and the environmental impact of attracting short-haul visitors. It also adds visitor profile information for marketing purposes.

Average carbon footprint of tourists and same-day visitors travelling from home to the destination, GtCO2e.

ATU/ETIS SDG 13

Tracking carbon emission and impact on the environment due to travel to destinations by different means of transport.

Indicator

Percentage of tourism enterprises in destination involved in climate change mitigation schemes— such as: CO2 offset, low energy systems, etc.—and “adaptation” responses and actions

ATU/ETIS SDG 13

Percentage of tourist attractions that are accessible to people with disabilities and/or participating in recognised accessibility schemes

ETIS/UNWTO SDG 11

Percentage of rooms in commercial accommodation establishments accessible to people with disabilities

ETIS/UNWTO SDG (7)

Business engagement in mitigation activities is a sign or increased awareness and success of DMO incentive DMOs need to ensure visitors with limited mobility can access public attractions. This indicator can be used to highlight good practice.

11.Accessibility DMOs need to ensure visitors with limited mobility can access commercial accommodation. This indicator can be used to highlight good practice.

Storefronts, Sligo Town, Co Sligo. Photo credit: Irelands content pool.

22b. Indicators against the 11 INSTO Issue Areas: data collection, partnerships, data sources etc.

The observatory works with green teams, tourism officers, key government stakeholders and communities on the process of collecting and collating sustainable tourism indicator data in communities and enterprises. ATU provides third party verification in data collection methods and data analysis. It should be noted that Ireland does not have a tourism satellite account, which makes data collection more labour intensive. Additionally, Ireland is, at present not a member state of the UNWTO. The method, frequency and partnerships formed for data collection conducted by the observatory are detailed below.

Table 4: Indicators against the 11 INSTO issue areas (Frequency of data collection, partnerships etc) INSTO Issue Area

Local satisfaction with tourism

Indicator

Indicator reference

Percentage of residents who are satisfied with tourism in the destination

ATU/UNWT O/ ETIS SDG (11,17)

Percentage of residents that are satisfied with the impact of ATU/ETIS tourism on destination’s SDG (11,17) identity Percentage of various impacts of tourism on resident’s ATU quality of life in the SDG (3,11) destination

Daily spending per same-day visitors

Destination economic benefit

ATU/ETIS SDG (1,8,9)

ATU/UNWT Daily spending per overnight O/ETIS tourist SDG (1,8,9)

Number of tourist nights per month

ATU/UNWT O/ETIS SDG (1,8,9)

Monitored (Y/N)

Y

Y

Y

Y

Y

Y

Available (Y/N) Y (2017. D, C, S) (2023: I, C, HL) Y (2017. D, C, S) (2023: I, C, HL) Y (2017. D, C, S) (2023: I, C, HL) Y (2017. D, C, S) (2023: I, C, HL) Y (2017. D, C, S) (2023: I, C, HL) Y (2017. D, C, S) (2023: I, C, HL)

Data source

Frequency of Data collection

Resident survey

1/3/5 year cycle

Resident survey

1/3/5 year cycle

Resident survey

1/3/5 year cycle

Visitor survey

1/3/5 year cycle

Visitor survey

1/3/5 year cycle

CSO

Annual

Partnerships

Local authorities, resident groups (e.g. tidy towns).

Local authorities, enterprises, Fáilte Ireland, Enterprises

Table 4: Continued INSTO Area

Issue

Indicator

Direct tourism employment as a percentage of total employment in the destination

Employment

Monitored Available* Indicator reference (Y/N) (Y/N)

ATU/ETIS SDG (1,8,9)

Y

Y

Frequency Data source of Data Partnerships collection

CSO

Annual

Percentage of locally produced food, drinks, goods and services sourced by the destination’s tourism enterprises

ATU/ETIS SDG (11,17)

Y

Y (2017. D, C, S) (2023: I, C, HL)

Enterprise survey

1/3/5 year cycle

Percentage of various impacts of tourism on resident’s quality of life in the destination

ATU SDG (3,11)

Y

Y (2017. D, C, S) (2023: I, C, HL)

Resident survey

1/3/5 year cycle

Percentage of residents who are satisfied with tourism in the destination per month / season

ATU/ETIS SDG (11,12)

Y

Y (2017. D, C, S) (2023: I, C, HL)

Resident survey

1/3/5 year cycle Local authorities, enterprises

Tourism seasonality

Percentage of jobs in tourism that are seasonal

Percentage of tourism enterprises in destination that take actions to reduce energy consumption Energy management

Local authorities, resident groups (e.g. tidy towns).

Fáilte Ireland

Percentage of annual amount of energy consumed from renewable sources (Mwh) compared to overall energy consumption at destination level per year

ATU/UNWTO/ETI S SDG (11,12)

ATU/ETIS SDG (7)

ATU/ETIS SDG (7)

Y

Y

Y

Y (2017. D, C, S) (2023: I, C, HL)

Y (2017. D, C, S) (2023: I, C, HL)

Y (2017. D, C, S) (2023: I, C, HL)

Enterprise survey

Enterprise survey

Enterprise survey

*[C= Clare, D=Donegal, S=Sligo, Is= the Islands, HL= Ireland's Hidden Heartlands]

1/3/5 year cycle

1/3/5 year cycle

Local authorities, enterprises, Fáilte Ireland

1/3/5 year cycle

Local authorities, enterprises, Sustainable Energy Authority of Ireland (SEAI)

Table 4: Continued Issue Area

Indicator

Percentage of tourism enterprises taking actions to reduce water consumption

Data source

Frequency of data collection

Partnerships

Enterprise survey

1/3/5 year cycle

Enterprises, Uisce Éireann (Irish Water), Local authorities

Enterprise survey

1/3/5 year cycle

Enterprises, Local authorities

Y

Y Environment (2017. D, C, S) al Protection (2023: I, C, HL Agency (EPA)

Annually

Environmental Protection Agency (EPA)

Y

Y Environment (2017. D, C, S) al Protection (2023: I, C, HL Agency (EPA)

Annually

Environmental Protection Agency (EPA)

Indicator Monitored source (Y/N)

ATU/ETIS SDG: 3,6

Y

Water Management Percentage of tourism ATU/ETIS enterprises using recycled SDG: 3,6 water

Percentage of sewage from ATU/UNW destination treated to at TO/ETIS least secondary level prior SDG 3,14 to discharge Sewage Treatment

Percentage of bathing water in destination classified at least ‘good’* *as defined by the EU Wastewater Directive

ATU SDG 3,14

Y

Available (Y/N)

Y (2017. D, C, S) (2023: I, C, HL)

Y (2017. D, C, S) (2023: I, C, HL)

*[C= Clare, D=Donegal, S=Sligo, Is= the Islands, HL= Ireland's Hidden Heartlands]

Sliabh Liag boat trips, Co Donegal. Photo credit: Ireland's content pool

Table 4: Continued Issue Area

Governance

Indicator

Indicator reference

The destination has an effective organization, department, group, or committee UNWTO/ responsible for a coordinated GSTC approach to sustainable A1 (a) tourism, with involvement by SDG 16,17 the private sector, public sector and civil society

Evidence of links and engagement with other bodies

UNWTO/ GSTC A1 (c) SDG 16,17

Percentage of tourism ATU/ETIS enterprises separating different SDG types of waste 12,14,15

Solid waste management

Percentage of tourism enterprises using different modes of waste separation at the destination

ATU SDG 12,14,15

Percentage of tourism enterprises correctly separating waste for waste operators within the destination

ATU SDG 12,14,15

Monitored (Y/N)

Y

Y

Y

Y

Y

Available (Y/N)

Data source

Frequency of data collection

Y (2017. D, C, S) Documentat 1/3/5 year (2023: I, C, ion, meeting cycle HL) minutes

Y (2017. D, C, S) Documentat 1/3/5 year (2023: I, C, ion, meeting cycle HL) minutes

Y (2017. D, C, S) (2023: I, C, HL)

Y (2017. D, C, S) (2023: I, C, HL)

Y (2017. D, C, S) (2023: I, C, HL)

Partnerships

Local authorities, stakeholder groups, tourism 'green team'

Local authorities, stakeholders, resident groups

Enterprise survey

Enterprises, local authorities, EPA, 1/3/5 year Environmental cycle Protection Agency (EPA)

Enterprise survey

1/3/5 year cycle

Enterprises

Enterprise survey

1/3/5 year cycle

Enterprises, waste operators in destination

*[C= Clare, D=Donegal, S=Sligo, Is= the Islands, HL= Ireland's Hidden Heartlands]

Table 4: Continued Issue Area

Indicator

Indicator reference

Average travel (km) by tourists and same day ATU/ETIS visitors from home to the SDG 13 destination

Climate Action

Average carbon footprint of tourists and same-day ATU/ETIS visitors travelling from SDG 13 home to the destination, GtCO2e.

Percentage of tourism enterprises in destination involved in climate change ATU/ETIS mitigation schemes—such SDG 13 as: CO2 offset, low energy systems, etc.—and “adaptation” responses and actions

Percentage of tourist attractions that are UNWTO/ accessible to people with ETIS disabilities and/or SDG 11 participating in recognised accessibility schemes

Monitored (Y/N)

Y

Y

Y

Y

Available (Y/N)

Data source

Frequency of Partnerships data collection

Y (2017. D, C, S) (2023: I, C, HL)

Visitor survey

1/3/5 year cycle

Visitors, Enterprises

Y (2017. D, C, S) (2023: I, C, HL)

Visitor survey

1/3/5 year cycle

Visitors, Enterprises

Y (2017. D, C, S) Enterprise (2023: I, C, HL) survey

1/3/5 year cycle

Enterprises, local authorities

Y (2017. D, C, S) Enterprise (2023: I, C, HL) survey

1/3/5 year cycle

Enterprises, local authorities

Y (2017. D, C, S) Enterprise (2023: I, C, HL) survey

1/3/5 year cycle

Enterprises, local authorities

Accessibility Percentage of rooms in UNWTO/ commercial ETIS accommodation SDG 11 establishments accessible to people with disabilities

Y

*[C= Clare, D=Donegal, S=Sligo, Is= the Islands, HL= Ireland's Hidden Heartlands]

ANNEX 1: INDICATOR RESULTS

Results are described below for one destination within the observatory (County Clare) for illustration purposes.

Results are either available or currently being implemented depending on the stage of the indicator system that the destination is currently in. The indicator data described below for County Clare are 2016 figures. This will be updated in 2023 as the data is being currently being updated.

The observatory will be carrying out an longitudinal analysis to quantify changes over the 5-year time period.

Bindoo, Wind farm, Ireland. Credit: Canva images

A. Economic indicators The economic indicators are important to give evidence of the destinations financial support and opportunity within the destination, and to measure value for money in terms of sustainable development.

County Clare received 315,416 tourist nights [1], with 34,9165 same day visitors. It is important to report figures for tourist nights separate from same day visitors as each visitor type can have different trends of expenditure. In general, overnight visitors have a higher spend, while day visitors are often important for local retailers and services.

No local or regional figure was available on the contribution of tourism to the destination's economy. Nationally, tourism accounts for 4.4% of Irelands GNPI [2]. Analysis of the visitor’s survey revealed that average daily spend of overnight tourists to County Clare was €153.96 per tourist [3]. The average daily spend per same day tourist was €58.75.

Table 5: Economic indicator results for County Clare Criteria

Indicator ref

Indicator

Unit of Measure

Destination Results Clare (2017)

Data source

UNWTO/ETIS

Number of tourist nights per month

Number of nights

315,416

CSO

ETIS

Number of same day visitors per month

Number of persons

34,916

CSO

Relative contribution of tourism to the destination's economy (% GDP)

%

4.4% (NGNPI)

CSO

ETIS

Daily spending per overnight tourist

Local currency (€)

€153.96

Visitor survey

ETIS

Daily spending per same day visitor

Local currency (€)

€58.75

Visitor survey

ETIS

Average length of stay of tourists (nights)

Number of nights

3.1 (overseas) 4.3 (domestic)

Visitor survey

B.1 Tourism Flow (volume UNWTO/ETIS & value) at the Destination

B.2 Tourism Enterprise(s) Performance

[1] Data based on information gathered from Fáilte Ireland (2017) overseas tourism by County and CSO Household Travel Survey [2] Fáilte Ireland (2017) Tourism Facts 2016 [3] The visitor survey (2016)

B. Social and cultural indicators The social and cultural indicators are central to sustainable management of tourism destinations and the indicators utilised by our observatory capture essential data for the long term evidence informed planning process.

For example, the number of tourists in comparison to residents (also known as the penetration ratio) offers a suitable indicator for understanding the social impact of tourism on residents. The ‘penetration ratio’ in County Clare is high with 849 tourists per 100 residents [1].

The ever-increasing popularity of key tourism products in the county such as the Cliffs of Moher, which is the second most visited attraction in Ireland, and has seen visitor increases of 14% in 2016 [2], which could been a contributing factor for the high ratio.

Despite the high penetration rate of tourists in County Clare, the resident surveys reveal that residents have a relativity high level of satisfaction (68%) with tourism in the County, with room for improvement [3].

An example of a social indicator that was collected, the percentage of tourists who were found to register a complaint with the police was less than 1% indicating that the destination has a very low crime rate level for visitors [4].

Sligo Town, Photo credit: Irelands content pool

[1] Data based on information gathered from Fáilte Ireland (2016) Regional Tourism Performance 2015 and CSO Area Profile County Clare [2] Clare County Council (2017) [3] Visitor survey, 2016 [4] Irish Tourist Assistance Service (2017) Annual Report 2016. Garda contacts by county

The enterprise survey revealed that the related tourism employment ratio was 41% female: 59% male in County Clare (2017). Tourism presents both opportunities and challenges for gender equality and women’s empowerment.

The resident’s survey revealed that 48% of residents were satisfied with the impact of tourism on the county’s identity. This will be compared against the ongoing 2023 resident survey, to observe any change in the indicator results over the 5-year time period.

Table 6: Social and cultural indicator results for County Clare Criteria

Unit of Measure

Destination Results Clare (2017)

Data source

ATU/ETIS

Percentage of residents who are satisfied with tourism in the destination (per month/season)

%

68%

CSO

ETIS

Number of second homes per 100 homes

Number of homes

10.8

CSO

<1%

Irish Tourist Assistance Service (2017) Annual Report 2016. Garda contacts by county

49% F

Enterprise survey

Indicator ref

Community/Social Impact

Health and Safety

Gender Equality

Inclusion/Accessibil ity

UNWTO/ETIS

ETIS

Indicator

Percentage of tourists who register a complaint with the police

Percentage of men and women employed in the tourism sector

%

%

Percentage of rooms in commercial accommodation UNWTO/ETIS establishments accessible for people with disabilities

%

62%

Enterprise survey

Percentage of commercial accommodation UNWTO/ETIS establishments participating in recognised accessibility information schemes

%

28%

Enterprise survey

C. Environmental indicators The environmental indicators are important to give evidence of the destinations ability to support its environmental conservation and to measure its climate action plan financial support and opportunity within the destination, and to measure value for money in terms of sustainable development.

In County Clare, the enterprise surveys carried out in 2016 revealed that 78% of tourism enterprises segregated waste [1].

Approximately 82% of sewage generated is treated to at least at secondary level prior to discharge to waterbodies. This value was calculated from EPA data obtained for the various wastewater treatment plants in County Clare and relating to the population equivalent served by each plant and the treatment level achieved by each agglomeration prior to discharge [2] The enterprise survey revealed that 60% of enterprises surveyed had energy saving measures in place such as the use of energy saving light bulbs.

This shows a willingness on behalf of tourism enterprises to reduce their energy consumption and associated costs [1].

The enterprise survey indicated that the percentage of tourism enterprises actively supporting protection, conservation and management of local biodiversity and landscapes in County Clare is low (22%) [1].

[1] The Enterprise survey 2016 [2] EPA (2016) Urban Waste Water Treatment 2015 Killaloe, Co.Clare. Photo credit: Ireland's content pool

Table 7: Environmental indicator results for County Clare Criteria

Climate Change

Solid Waste Management

Indicator ref

Percentage of tourism enterprises involved in climate change mitigation ATU/ETIS/ schemes—such as: CO2 UNWTO offset, low energy systems, etc.—and “adaptation” responses and actions

Data source

%

9%

Enterprise survey

Percentage of tourism enterprises separating different types of waste

%

78%

Enterprise survey

Percentage of sewage from the destination treated at least at secondary level prior to discharge

%

82%

Enterprise survey

Percentage of tourism enterprises taking actions to reduce water consumption

%

30%

Enterprise survey

Percentage of local enterprises in the ETIS/UNW tourism sector actively supporting TO protection, conservation, and management of local biodiversity and landscapes.

%

22%

Enterprise survey

ATU/ETIS

Sewage Treatment

ETIS

Water Management

ETIS

Landscape and Biodiversity Management

Indicator

Destination Unit of Results Clare Measure (2017)

D. Comparative destination benchmarking using indicators Destinations working with the observatory can comparatively analyse the indicators to help improve their economic, social and cultural sustainability while helping to preserve the diverse natural landscapes that the Atlantic coast, the islands and Ireland's Midlands has to offer.

As shown below, the observatory can facilitate destinations in the comparison of the key indicators as the indicators utilised are uniform. This can prove extremely useful in identifying best practice in terms of sustainable destination management. In the comparison between destination indicator results, are shown in the columns below titled 'Sligo, Donegal and Clare'. This table format can be used for immediate comparison for key destination indicators.

For example, the visitor survey (2017) indicated that tourist satisfaction was high in all three destinations reaching 99% in Clare and Sligo and 97% in Donegal. The continued collection of this data is crucial - as the quality of the visitor experience affects the ability of the destination to generate economic benefits and in turn employment.

Table 8: Comparative destination benchmarking results between Sligo, Donegal and Clare Criteria

B.1 Tourism Flow (volume & value) at the Destination

B.2 Tourism Enterprise(s) Performance

Indicator ref

Indicator

Unit of Measure

Destination Results Clare (2017)

Destination Results Donegal (2017)

Destination Results Sligo (2017)

Data source

ETIS

Number of tourist nights per month

Number of nights

315,416

234,332

115,500

CSO

ETIS

Number of same day visitors per month

Number of persons

34,916

30,833

18,083

CSO

ETIS

Relative contribution of tourism to the destination's economy (% GDP)

%

4.4% (NGNPI)

4.4% (NGNPI)

4.4% (NGNPI)

CSO

ATU/ETIS

Daily spending per overnight tourist

Local currency (€)

€153.96

€104.16

€109.61

Visitor survey

ATU/ETIS

Daily spending per same day visitor

Local currency (€)

€58.75

€55.80

€58.23

Visitor survey

ATU/ETIS

Average length of stay of tourists (nights)

Number of nights

3.1 (overseas) 4.3 (domestic)

4.7 (overseas) 4.0 (domestic)

3.9 (overseas) 3.0 (domestic)

Visitor survey

Destination comparative analysis of visitor satisfaction and return rates through the utilisation of indicators.

The visitor’s surveys revealed that the highest return rate were observed in Sligo where 50% of tourists had previously visited Sligo within the previous five years. A lower return rate was observed in Donegal at 36% and the lowest return rate observed in County Clare (22%). This is an important indicator comparison as visitors' who return to the destination are reported to be often more economically beneficial to the destination.

Destination comparative analysis of visitor satisfaction and return rates Satisfied with experience Repeat/return 100%

75%

50%

25%

0%

An important policy goal for tourism destinations is to increase expenditures by tourists.

Analysis of visitor surveys revealed that spending patterns differed in all three counties, with overnight and day tourists having a higher spend in County Clare. The lowest spend is by day tourists in Co. Donegal. The application of the indicators has provided valuable data on spending patterns at destination level. While the average daily spend of day tourists is quite similar in all three counties, the daily spend of overnight tourists is much higher in Co. Clare. The daily spend of tourist is a very important indicator and is of particular importance to local tourism enterprises and accommodation providers.

Donegal

Sligo

Destination comparative analyses of visitor spend Overnight visitor (€) Same day visitor (€) €200

€150

€100

€50

€0

Surfing in the Atlantic. Photo credit: Canva images

Clare

Clare

Donegal

Sligo

By collecting data against indicators, it was found that domestic tourists in County Clare were staying longer in the destination than the counties Donegal and Sligo. By comparing the average length of stay for both domestic and overseas visitors, Local Authorities can determine how their destination performs when judged against other destinations. Additionally, by comparing the different occupancy rates from across all accommodation establishments in the county, Local Authorities can measure the efficiency of stock utilisation at local level.

Destination comparative analyses of visitor length of stay (for overnight visitors) Overseas

Domestic

Clare Donegal Sligo 0

1

2

3

4

5

It is clear however, from that despite increasing visitor’s arrivals to Ireland at national level, accommodation establishments in both Counties Donegal and Sligo averaged less than half full, with Clare indicating occupancy rates just over at 47%. These findings may indicate that there is a current oversupply of commercial accommodation in these three counties.

Occupancy rate in commercial accommodation establishments % 50

40

30

20

10

0

Clare

Donegal

Sligo

Sacred Heart Catholic Church, Moneymore, Co Donegal. Photo credit: Irelands content pool.

Tourism employment measurements against indicators The ability of tourism to generate employment opportunities has made its development particularly important for rural communities in the region. In this, tourism is well placed to deliver additional revenue and employment to many areas outside the major metropolitan hubs.

However, an important statistic is the percentage of tourist jobs that are seasonal within the region. Although tourism continues to play a significant role in Ireland’s economy, in order to fully understand the role of tourism in job creation, it is necessary to determine both the quantity and quality of employment.

County Clare was found to have the highest direct tourism employment recording 13% as a percentage of the total labour force, while the value for Sligo was recorded to be 12%, with Donegal recording 8%. These statistics highlight the tourism sectors value in terms of employment generation in the three counties.

Direct tourism employment as percentage of total employment in the destination % 15%

10%

5%

0%

Clare

Donegal

Sligo

Tourism seasonality measurements against indicators High seasonality values have implications for the population during off-peak tourism periods. The value for seasonal jobs in tourism are highest in Donegal at 26% being somewhat lower in Sligo 20% and lowest in Clare at 11%. The European Tourism Indicator System set a target for percentage of tourism jobs that are seasonal at 24%, suggesting that this level of seasonal employment does not impact the destination negatively.

The low number of seasonal jobs in Clare may be due to the fact that a large number of tourist attractions and accommodation remains open throughout the year.

Planning of tourism to include indicators such as this can monitor and measure aspects such as seasonality, to help the destination work towards secure tourism workforce.

Percentage of jobs in tourism that are seasonal (2017) % 30

20

10

0

Clare

Donegal

Sligo

References: Information gathered from both Survey of Overseas Travellers 3-year rolling average weighted to CSO (2016) and CSO Household, Travel Survey (2017), Fáilte Ireland (2017) Occupancy Survey 2016, Data based on information gathered from Fáilte Ireland (2017) Tourism Facts 2016 and CSO Area Profile County Sligo

E. Longitudinal analysis of indicator data Identifying variable patterns and to allow prioritisation of actions One benefit of adopting sustainable tourism indicator systems is that they can be used to identify trends over time.

This allows destinations to visualise variable patterns and to allow prioritisation of actions.

For example, Clare recorded a 99% visitor satisfaction in 2017. In 2022, against the same indicator, visitor satisfaction had dropped very marginally to 97%, indicating that Clare has maintained a very high visitor satisfaction in the four year gap between sampling but it should be monitored in the future to ensure that the satisfaction does not drop more than marginally.

Another example; in 2017 Clare saw a minor drop of a spend of an overnight visitor between 2017 to 2022, while the county saw a rise of the spend of a day tripper against the same indicator.

Visitor satisfaction in Co.Clare (2017 vs 2022)

Visitor satisfaction 100%

Daily and overnight spend in Co.Clare (2017 vs 2022) €200

Overnight spend

€150

75% 50%

€100

25%

€50

0%

Day visitor

2017

2022

€0

2017

Horse Riding, Streedagh, Co Sligo. Photo credit: Irelands content pool.

2022

Readers appreciate accurate information

The Atlantic Ocean. Photo credit: Canva images.

We thank you for your ongoing support of our observatory

Acknowledgements The observatory acknowledges and is grateful for the support, contribution and opportunity to pursue this project as a result of this collaborative, multidisciplinary approach with county councils, tourism enterprises, communities, visitors, state agencies and non-governmental bodies.

Atlantic Technological University 2023