Discover Boyne Valley Tourism Strategy 2016 - 2020 - Summary

Boyne Valley Tourism Strategy 2016-2020 SUMMARY

We are a leading tourism Our Opportunities Very strong brand, with easy access to the capital city, excellent road networks, good stock of accommodation and interesting variety of things to see and do.

5000

100’s

Years of History

1,000’s of Storytellers

of Lush Green Landscapes

8.8m

€6.5bn Total Tourism Revenue (overseas & domestic)

Overseas visitors came to Ireland in 2014 (incl NI)

ITOA Member more megalithic art in the Boyne Valley than in all the rest of Europe put together

55

Every 55 international tourists help support 1 tourism job

A great location, close to Dublin and Belfast with just under 1,400 hotel bedrooms.

100%

of international visitors would recommend a visit to the Boyne Valley

2015 Visitor Numbers

Boyne Valley Top Heritage Attractions

UNESCO

World Heritage Site

Top 6 Boyne Valley Heritage Attractions

638,452

Trim Castle

86,972

Loughcrew

14,416

Site of Battle of the Boyne

250,000

Old Mellifont Abbey

12,493 263,887

Brú na Boinne (Total to Newgrange, Knowth and Visitor Centre)

Boyne Valley Overseas Visitors*

Boyne Valley Domestic Visitors*

Meath

122,000

€39m

Meath

150,000

€19m

Louth

108,000

€43m

Louth (and Monaghan)

129,000

€18m

destination - be part of it!

Our Strategy The Boyne Valley Tourism Journey 6 Strategic Goals of the Strategy

1.

2.

3.

4.

5.

6.

That the Boyne Valley is recognised as The Birthplace of Ireland’s Ancient East.

An integrated active outdoors approach that positions the Boyne Valley as a destination with quality activity resources, attractions, adventure and amenities.

Boyne Valley Experience Wheel All of your Boyne Valley stories, experiences, packages and tourism offerings will come together to fit into one or more themes in the Boyne Valley Experience Wheel.

Improve the quality of Boyne Valley Gateway towns and exploration bases to offer a higher level of tourism provision for visitors.

Boyne Valley is recognised as the national food and craft drinks tourism destination.

A structured and innovative calendar of events and festivals that will attract domestic and international visitors.

Increased rural tourism focus to ensure a greater dispersion of visitors across the countryside and rich landscapes of the Boyne Valley.

Catalytic Projects All stakeholder involvement is required to reach our goals of becoming a leading tourism destination.

• The Boyne River • Connected Trail Development and Animation • World Class Heritage Experiences • Gateway to the Boyne • Interpretation Experience • Accommodation Capacity • Developing Tourism Towns

Boyne Valley Drive

Six Markets With the tourism trade and all stakeholders working together towards a common vision delivering a consistent and cohesive message to the six markets, we can communicate the diverse range of tourism experiences there are on offer in the Boyne Valley.

Lets work together to create these unique and authentic experiences.

Internal Marketing

Members tourism trade, industry knowledge

Interactive Marketing

Quality standards of tourism product

External Marketing

Domestic and international visitors

Referral Business

Tourism Ireland, Fáilte Ireland

Influence Business

Incoming tour operators association, special interest groups, overseas operators

Alliance Marketing

Regional stakeholders & statutory agencies

Strategy produced by W2 Consultants

Tourism Strategy & Marketing Development The Boyne Valley Brand has a new and exciting vision. The positioning of the Boyne Valley as the national destination for heritage with its wealth of international class heritage sites and now with a range of new experiences through its history, activities, culture, food & the uniqueness of the Boyne Valley’s attractions.

Visions & Aims • A credible and strong performing economic sector • Increased tourism employment & revenue • Increased volume of demand for Boyne Valley tourism industry • Increase the destination profile of Boyne Valley • Central Hub of Irelands Ancient East

Enablers of Growth • • • • • • •

Increased accommodation stock Brand Development Industry Collaboration Heritage Sites Investment Technology Digital Innovation Outdoor Product Development Quality Destination Development

* 2013 visitor figures