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Economic Impact Study Final Report November 2019


A stunning view of the newly restored Kylemore Abbey from across Loch Na Coille Moire


Foreword

by Executive Director Conor Coyne It is with great privilege that we present the findings of our Economic Impact Study. The study captures the economic importance of Kylemore Abbey and Victorian Gardens to the Galway-Mayo region. Kylemore Abbey has a remarkable legacy, which spans the last 150 years, from the establishment of the Castle and Gardens in 1868, to providing a home to the Benedictine Order, to its establishment as an internationally renowned visitor attraction punctuating the stunning and ever-changing landscape of Connemara. The Benedictine Order first came to Kylemore Abbey in 1920, having left Ypres in Belgium after their Abbey was destroyed in the early days of World War One. Kylemore proved to be a tranquil and peaceful setting, where the Order could pursue their tradition of prayer, work, stewardship, hospitality and education. The Abbey’s uniquely serene and beautiful landscape has captivated the hearts and minds of many visitors since. The majesty of Kylemore Abbey and the wild beauty of Connemara was best described by local poet Mary O’Malley when she wrote: “The sky is close. Out from the once manned rock White electric light Arcs over the Water Just the place where all things make sense.’’ While we acknowledge and celebrate our history and the long traditions of life at Kylemore Abbey, we must also look forward and safeguard the future of this great asset, which is not only a national treasure, but also a regional fulcrum of commerce and employment. We are delighted to present you with our report, which captures Kylemore Abbey and Victorian Garden’s economic importance to the West of Ireland in the context of attracting hundreds of thousands of visitors, creating jobs for local communities and generating income in the region.

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Sister Maire Hickey, Mother Abbess of the Benedictine Community at Kylemore Abbey, Minister for Tourism, Transport and Sport, Shane Ross TD, and Government Chief Whip, Minister Sean Kyne TD


Table of Contents Executive summary

7

1. Introduction

9

1.1 Background

9

1.2 Objectives

9

2. Summary of Key Findings

11

3. Methodology and Report Structure

13

3.1 Methodology

13

3.2 Report Structure

13

4. Direct and Indirect Economic Impact

15

4.1 Overview

15

4.2 Direct Expenditure

15

4.3 Employment

16

5. Wider Impact - Tourism in the Galway-Mayo Region

19

5.1 Overview

19

5.2 Visits to Kylemore Abbey

20

5.3 Survey of Visitors - Key Findings

21

5.4 Wider Impact - Visitor Expenditure

23

5.5 Wider Impact - Employment

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Morning reflections at Kylemore Abbey


Executive Summary This report presents the findings of a regional economic impact assessment of Kylemore Abbey and Victorian Walled Gardens, one of Ireland’s marquee visitor attractions. It has been prepared by Fitzpatrick Associates Economic Consultants. The objective of this study has been to provide an independent assessment of the economic impact of the Abbey on the Galway-Mayo region, including its direct economic impact on jobs and incomes as well as its impact on the wider tourism, hospitality and service industries. 562,000 visitors come to Kylemore Abbey each year, with 86% coming from outside the region and 77% coming from outside Ireland. An estimated 200,000 of the annual visitors were significantly motivated to visit the Galway-Mayo region by the presence of Kylemore Abbey, with 88% staying in the Galway-Mayo region for at least one night or more. These visitors spend €53.8 million in the region during their stay, The Abbey directly employs more than 110 people, including full-time and part-time, amounting to nearly 80 full-time equivalent jobs (FTEs). While employment at the Abbey experiences seasonal peaks, it remains close to 100 jobs all year round, peaking at about 130 jobs during the summer season. Kylemore Abbey generates €6 million in direct expenditure on an annual basis, including both expenditure on wages and salaries and expenditure on the purchase of goods and services. More than €4.1 million (69%) of this €6 million expenditure occurs within the local Galway-Mayo region. €1.6 million of the remainder is also spent within Ireland. Fáilte Ireland estimates that every €1 million in tourist expenditure helps to support 27 jobs. On this basis, the employment supported by €53.8 million in visitor expenditure would be equivalent to over 1,450 jobs in the Galway-Mayo region over a full year. When the jobs supported by tourist expenditure are added to the direct jobs created by Kylemore Abbey, the total employment supported by the Abbey comes to about 1,550 jobs, in FTE terms.

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Summer splendour in the Victorian Walled Garden at Kylemore Abbey


1. Introduction 1.1 Background Kylemore Abbey and Victorian Gardens is an internationally acclaimed visitor attraction situated on a 1,000 acre estate in Connemara, close to the Galway-Mayo border. The Abbey was constructed over 150 years ago by Mitchell Henry and has since been a constant source of local and regional enterprise and employment. The Benedictine Community made Kylemore their home in 1920 and will mark their centenary there with the construction of a new monastery in 2020. Kylemore attracted 562,000 visitors in 2018, making it Ireland’s second most visited national attraction outside of the Greater Dublin Area. The main features of the attraction include: •

Kylemore Castle, which was built in the late 1800s, and which provides self-guided visitor access through the period rooms on the ground floor of the castle, plus a visitor centre that provides audio-visual presentations, photographic and artefact display, historical talks etc.

The Victorian Walled Garden, which was developed alongside the castle in the late 1800s, and which was one of the last walled gardens of the Victorian period to be developed in Ireland.

A neo-Gothic Church, a 14th century styled church that is open to visitors and is also used to host music recitals, poetry readings and cross-community celebrations.

In addition, the wider Kylemore Abbey estate incorporates about 1,000 acres and provides access to walking trails, mountain hikes and fly-fishing, with pre-booked guided excursions available for all such activities. The Abbey also has substantial restaurant and retail facilities for visitors.

1.2 Objectives The objective of this report is to provide an independent assessment of the economic impact of Kylemore Abbey, examining and quantifying its local and regional economic importance. To do this, the report seeks to show how the economic impact of the Abbey arises through two main channels. These channels are: •

Its direct and indirect economic impact, which includes the jobs and incomes that it provides directly from the operations at the Abbey;

Its impact on the wider tourism, hospitality and service industries, through the expenditure of visitors that the Abbey attracts to the region.

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One of our fleet of newly arrived electric vehicles, near the neo-Gothic church


2. Summary of Key Findings •

Kylemore Abbey generates about €6 million in direct expenditure annually, including wages, salaries and the purchase of goods and services. €4.1 million of this occurs within the local Galway-Mayo region.

The Abbey employs 110 people all year round, peaking at 130 jobs during the summer season.

562,000 people visit Kylemore Abbey each year, with 86% of these coming from outside the Galway-Mayo region and 77% from outside Ireland.

200,000 annual visitors cite Kylemore Abbey as a major influence on their decision to visit the Galway-Mayo region. 176,000 (88%) of these stay in the region for one or more night.

These 200,000 visitors spend an estimated €53.8 million in the Galway-Mayo region during their stay.

This expenditure supports over 1,450 jobs in the Galway-Mayo region.

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Meet some of our professional and helpful team


3. Methodology and Report Structure 3.1 Methodology The methodology used to carry out this study was a mixed methods approach, the main elements of which were as follows: •

The collection and analysis of data and information concerning Kylemore Abbey and its sphere of economic activity and influence. This included income and expenditure data derived from published accounts, data on employment and payroll expenditure, and data on purchases and suppliers. In addition, it involved the collection of data on visitor numbers, trends and activities.

A large on-site survey of visitors to the Abbey, covering 400 respondents, which was undertaken in August-September 2019. The purpose of this survey was to collect data that would be needed to assess the wider impact of the Abbey in terms of the expenditure incurred by visitors to the Galway-Mayo region. Further details on the survey are provided in Section 3.3.

Targeted consultations with a sample of key regional and local individuals, including Abbey management and personnel, businesses in the Connemara area, and selected local and regional stakeholders.

In addition, the wider Kylemore Abbey estate incorporates about 1,000 acres and provides access to walking trails, mountain hikes and fly-fishing, with pre-booked guided excursions available for all such activities. The Abbey also has substantial restaurant and retail facilities for visitors.

3.2 Report Structure This chapter is the first of four chapters in the report. The structure and content of the other main chapters is as follows: •

Chapter 2 examines the direct and indirect economic impact of Kylemore Abbey, including its expenditure impact and its impact on employment.

Chapter 3 examines the wider impact of the Abbey on tourism in the Galway-Mayo region, including its impact on visitor numbers to the region and the associated expenditure of those visitors.

Chapter 4 provides a brief summary of the main findings of the report.

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Visitors enjoying the beauty of the Victorian Walled Garden


4. Direct and Indirect Economic Impact 4.1 Overview The purpose of this chapter is to describe the direct and indirect economic impact of Kylemore Abbey. Therefore, this chapter has two sections: •

Section 2.2 examines annual expenditure by the Abbey;

Section 2.3 examines the level of employment that is directly and indirectly generated by the Abbey.

4.2 Direct Expenditure The direct economic contribution that Kylemore Abbey makes to the regional economy flows from the actual expenditures of the Abbey. These expenditures can be sub-divided into two main categories: spend on wages and salaries; and spend on the purchase of goods and services. Table 2.1 shows Kylemore Abbey’s direct expenditure within both these categories in 2018 and 2017. Total expenditure in 2018 amounted to more than €6 million, an increase on the €5.8 million in expenditure incurred in 2017. Across both years, expenditure on wages and salaries was equivalent to about one-third of all expenditure, while expenditure on purchase of goods and services accounted for the remaining two-thirds. TABLE 2.1: KYLEMORE ABBEY – DIRECT EXPENDITURE – 2018 v 2017 Expenditure 2018 (€)

Expenditure 2018 (%)

Expenditure 2017 (€)

Expenditure 2017 (%)

Wages and salaries

€1,981,986

33.0%

€1,963,465 33.7%

Purchase of goods and services

€4,058,023

67.0%

€3,856,683 66.3%

TOTAL

€6,004,009

100.0%

€5,820,148

100.0%

Source: Kylemore Abbey

In addition, while some of Kylemore Abbey’s expenditure would be attributable to payments to suppliers outside of Galway and Mayo, the beneficiaries of the largest share of expenditure would be based in the region. The vast majority of expenditure on wages and salaries, for example, is paid to employees living in the Galway-Mayo region, while Table 2.2 also shows that over 50% of the Abbey’s purchase of goods and services alone, in both 2018 and 2017, was sourced from suppliers situated in the region.

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TABLE 2.2: KYLEMORE ABBEY – PURCHASE OF GOODS AND SERVICES BY SOURCE – 2018 v 2017 Purchases 2018 (€)

Purchases 2018 (%)

Purchases 2017 (€)

Purchases 2017 (%)

Galway-Mayo

€2,166,767

53.4%

€1,997,373

51.8%

Rest of Ireland

€1,624,923

40.0%

€1,654,760

42.9%

Out-of-State

€266,333

6.6%

€204,550

5.3%

TOTAL

€4,058,023

100.0%

€3,856,683

100.0%

Source: Kylemore Abbey

Combined expenditure in the Galway-Mayo region, therefore, including both expenditure on wages and salaries and local purchases of goods and services, amounted to more than €4.1 million in 2018, or 69% of all expenditure incurred at Kylemore Abbey, while the vast majority of the Abbey’s remaining expenditure (€1.6 million, or 27%) was also incurred elsewhere in Ireland. Finally, alongside current expenditure, the Abbey also incurs capital expenditure on a regular basis, again making a contribution to the regional economy. In 2017, capital expenditure amounted to about €500,000, while capital expenditure in 2018 amounted to nearly €1.1 million.

4.3 Employment As well as its contribution to expenditure in the Galway-Mayo region, Kylemore Abbey is also a significant provider of local employment. In 2018, for example, the Abbey provided an average of 112 jobs on a full year basis, including full-time and part-time employment, or nearly 80 full-time equivalent jobs (FTEs). In addition, given the seasonal nature of tourist activity, employment levels at Kylemore Abbey vary during the year. During the peak tourism period of July-September, employment levels at the Abbey are at an average of 130 jobs, and it provides over 120 jobs in direct employment in the earlier April-June period. In the tourist off-season, the Abbey remains a major contributor to employment in the region, providing an average of about 95 jobs in the January-March period and about 100 jobs in the October-December period. TABLE 2.3: KYLEMORE ABBEY – AVERAGE EMPLOYMENT BY QUARTER – 2018 Employment 2018 (Headcount)

Employment 2017 (FTEs)

January-March

94.7

52.2

April-June

121.7

88.2

July-September

130.3

102.9

October-December

101.0

66.9

FULL YEAR – AVERAGE

112.0

77.6

Source: Kylemore Abbey

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Furthermore, the €2 million of annual expenditure on goods and services indirectly supports a high number of jobs in the Galway-Mayo region. Likewise, a further €1.1 million in capital/construction expenditure in 2018 supports further employment, which might be equivalent to 15-25 FTEs. The importance of Kylemore Abbey as a major provider of employment has been further highlighted in discussions with local and regional stakeholders. Several stakeholders noted the Abbey’s status as a large scale employer in a region that is predominantly rural and which has a narrow economic base, with some suggesting that its impact and “sphere of influence” in this regard is equivalent to the impact of a major inward investment in an urban area. The Abbey’s importance as a provider of sustainable, long-term, “rock solid” employment in its area was also highlighted, as was its capacity to provide flexible employment opportunities (i.e. part-time as well as full-time employment), accommodating different people at different stages of their working lifetime and career.

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Sister Magdalena of the Benedictine Community at Kylemore Abbey


5. Wider Impact – Tourism in the Galway Mayo Region 5.1 Overview The importance of Kylemore Abbey to the tourism sector in the Galway-Mayo region, and to the regional economy, is already well recognised. Fáilte Ireland, for example, in its Connemara Coast and Aran Islands Visitor Experience Development Plan , emphasises the importance of the Abbey as a flagship or “hero product” in the region, which attracts the type of “culturally curious” visitors that are prioritised as a key market segment in Ireland’s national tourism policy and in the associated Wild Atlantic Way initiative. 1. This is based on Central Statistics Office (CSO) data for 2018, which shows that the average annual earnings in the construction sector were about €40,500 in the year, while also allowing for the fact that not all capital expenditure is attributable to labour. See CSO, Earnings and Labour Costs 2018, June 2019. 2. See Connemara Coast and Aran Islands Visitor Experience Development Plan, Fáilte Ireland, November 2017. 3. See People, Place and Policy: Growing Tourism to 2025, Department of Transport, Tourism and Sport, March 2015.

Similarly, discussions with stakeholders have clearly conveyed a recognition of the Abbey as being an “iconic” tourist attraction within the region. In particular, these stakeholders have highlighted: •

The perceived quality of the visitor product at Kylemore Abbey, based on the feedback received from visitors.

The importance of the Abbey in bringing a huge scale of visitor activity to the region.

The importance of the Abbey in providing a positive image, high visibility and increased awareness of Connemara in the international tourism marketplace, both among visitors and the international tourism trade.

The purpose of this chapter, therefore, is to quantify the importance of Kylemore Abbey to the tourism sector in the Galway-Mayo region by deriving annualised estimates for the level of visitor expenditure in the region that can be attributed to the Abbey. This has been done through an analysis derived from two main sources: a)

Data on the annual number of visitors to Kylemore Abbey, based on full-year data up to 2018;

b)

An on-site survey of visitors to the Abbey, carried out in August-September 2019.

Section 3.2 provides the analysis of visitor data for Kylemore Abbey, while Section 3.3 looks at the key findings arising from the survey of visitors. Section 3.4 then uses the data from Section 3.2 and Section 3.3 to derive estimates for the level of annual visitor expenditure in the Galway-Mayo region that can be attributed to the Abbey. Section 3.5 provides indicative estimates of the potential impact of this expenditure on employment in the region.

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5.2 Visits to Kylemore Abbey The most recent full-year data for visitor numbers at Kylemore Abbey show that it attracted an estimated 562,000 visitors in 2018. These visitors included: •

Nearly 337,000 fee paying visitors, i.e. visitors paying a fee to visit the Castle, the Victorian Walled Garden, the neo-Gothic Church etc;

Nearly 225,000 non-fee paying visitors, i.e. visitors that do not enter the fee paying attraction but that access some of the other amenities of the wider Kylemore estate, e.g. restaurant or retail facilities.

4. In this regard, visitor satisfaction was also evident from the survey of visitors to Kylemore Abbey. In particular, visitors gave the Abbey an average satisfaction score of 8.9 (out of 10.0), while they scored the likelihood of recommending the Abbey to others at an average of 9.5 (out of 10.0).

The profile of fee paying and non-fee paying visitors can be quite different in terms of source markets. Therefore, separate analysis of fee-paying visitors is provided in Section 3.2.1, while analysis of non-fee paying visitors is provided in Section 3.2.2.

5.2.1 Fee Paying Visits Table 3.1 provides data on the number of fee-paying visits to Kylemore Abbey between 2015 and 2018, broken down by key source market, i.e. local residents (people from Galway or Mayo), visitors from other parts of Ireland and visitors from out-of-state markets (e.g. UK, Europe, North America, other overseas markets). TABLE 3.1: FEE PAYING VISITORS TO KYLEMORE ABBEY – BY SOURCE MARKET – 2015-2018

Market

2015

2016

2017

2018

Local (Galway-Mayo) Rest of Ireland Out-of-State TOTAL

12,882 22,425 264,154 299,461

15,549 27,068 284,716 327,333

13,534 23,560 297,798 334,892

13,324 23,193 300,476 336,993

Local (Galway-Mayo) Rest of Ireland Out-of-State TOTAL

4.3% 7.5% 88.2% 100.0%

4.7% 8.3% 87.0% 100.0%

4.0% 7.0% 89.0% 100.0%

4.0% 6.9% 89.1% 100.0%

VISITS TO GALWAY-MAYO

286,579

311,784

321,538

323,669

Note: Kylemore Abbey data on visitor numbers does not provide a breakdown of Irish visits between residents and nonresidents of the Galway -Mayo area. Therefore, the split of local resident and other Irish visits used above is derived from the 2019 visitor survey, which estimated that nearly 37% of Irish visitors to Kylemore Abbey were residents of GalwayMayo, with the remaining 63% being incoming visitors to the area. Source: Kylemore Abbey

The table shows that total fee-paying visits to the Abbey numbered nearly 337,000 in 2018, up from just under 300,000 in 2015. The data also shows that the vast majority of visits are made by incoming visitors to Galway-Mayo region, rather than residents of the local area: •

It is estimated that more than 95% of fee-paying visits to the Abbey in 2018 were made by visitors to the Galway-Mayo region, including 90% made by visitors from out-of-state markets;

Fee-paying visits to the Abbey that were made by visitors to the Galway-Mayo region numbered nearly 324,000 in 2018, up from more than 286,000 in 2015.

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5.2.2 Non-Fee Paying Visits Kylemore Abbey management estimates that the number of non-fee paying visits made to the Abbey is equivalent to about two-thirds of fee paying visitor numbers. This estimate is based on the evidence of “clicker” count data, which the Abbey collects on a quarterly basis at entry points to the site. Table 3.2 estimates that non fee-paying visits to the Abbey in 2018 were just under 225,000, up from just under 200,000 in 2015. However, discussions with the Abbey’s management suggest that the breakdown of these visits by source market is quite different to that observed for fee paying visits. In particular: •

The Abbey management estimates that about 30% of non-fee paying visitors are residents of the Galway-Mayo region, with another 10% coming from the rest of Ireland, and the remaining 60% coming from out-of-state markets;

Non-fee paying visits to the Abbey that were made by visitors to the Galway-Mayo region would therefore number an estimated 157,000 in 2018, up from an estimated 140,000 in 2015. TABLE 3.2: NON-FEE PAYING VISITORS TO KYLEMORE ABBEY – BY SOURCE MARKET – 2015-2018

Market

2015

2016

2017

2018

Galway-Mayo Rest of Ireland Out-of-State TOTAL

59,892 19,964 119,785 199,641

65,467 21,822 130,933 218,222

66,978 22,326 133,957 223,261

67,399 22,466 134,797 224,662

Galway-Mayo Rest of Ireland Out-of-State TOTAL

30.0% 10.0% 60.0% 100.0%

30.0% 10.0% 60.0% 100.0%

30.0% 10.0% 60.0% 100.0%

30.0% 10.0% 60.0% 100.0%

VISITS TO GALWAY-MAYO

139,749

152,755

156,283

157,263

Source: Kylemore Abbey

5.3 Survey of Visitors – Key Findings The survey of visitors to Kylemore Abbey was conducted during August-September 2019. The main purpose was to collect the data needed to assess the wider regional impact of the Abbey, in terms of expenditure incurred by visitors to the Galway-Mayo region. 400 face-to-face interviews were conducted with visitors between 8 August and 21 September, using a questionnaire that was designed by Fitzpatrick Associates. Alongside common sections on market profile and visitor satisfaction, this questionnaire also included separate sections for (a) residents of the Galway-Mayo area and (b) incoming visitors to the Galway-Mayo region. For residents of the region, the interviews gathered data on the number of visits to the Abbey which they would usually make in a year, typical size of travelling party and daily expenditure incurred. Expenditure by regional residents, however, does not generally represent additional, incremental expenditure within a regional economy, so it is not included within the estimates of economic impact contained in this report .

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Expenditure by visitors to the Galway-Mayo region, on the other hand, is a key source of information on the economic impact that can be attributed to Kylemore Abbey. The interviews with visitors to the area gathered data on the key variables needed to gauge the wider importance of the Abbey in generating visitor expenditure. This included: •

Whether or not visitors were in the area on an overnight or day trip basis, and (for overnight visitors) the number of nights spent in the area;

The relative importance of Kylemore Abbey in the decision to visit the Galway-Mayo region;

The typical size of visitors’ travelling groups;

Expenditure incurred by visitors while visiting the region, and the breakdown of expenditure by category.

The key findings arising from the survey of visitors, which take account of these variables, are presented in Table 3.3. In summary, the results show that: •

More than 91% of visitors to the Galway-Mayo region were staying overnight for at least one night, with about 9% visiting on a day trip only basis.

More than 48% of overnight visitors, and nearly 70% of day trip visitors, cited Kylemore Abbey as being an important factor in their decision to visit the Galway-Mayo region, and were therefore “influenced” by the Abbey to visit.

Overnight visitors that were influenced by the Abbey to visit the Galway-Mayo region spent an average of 3 nights in the region, their average travelling party size was 3.3 persons, and they had an average daily expenditure per person of nearly €118.

Day trip visitors that were influenced by the Abbey to visit the Galway-Mayo region had an average travelling party size of 2.9 persons and an average daily expenditure per person of nearly €49. TABLE 3.3: KYLEMORE ABBEY – SURVEY OF VISITORS – KEY FINDINGS

All Visitors

Overnight (N = 340) Day Trip (N = 33)

Overnight v day trip – share of visitors to Galway-Mayo (%)

91.2%

Share of visitors influenced by Kylemore Abbey (%)

48.1% 69.7%

Visitors – “Influenced” by Kylemore Abbey

Overnight (N = 163)

Average number of nights spent in Galway-Mayo Average size of travelling party Average daily expenditure in Galway-Mayo – per travelling party (€)

3.0 3.3 2.9

8.8%

Day Trip (N = 23)

€385.95 €140.26

Source: Fitzpatrick Associates Analysis Of Survey Data 5. An estimated 80,700 visits to Kylemore Abbey were made by residents of the Galway-Mayo area in 2018, while the findings of the survey of visitors suggests that local residents spend an average of just under €33 per person on such visits (including expenditure inside and outside the Abbey). The survey of visitors asked respondents to rate the importance of the Abbey (from 1-5) in their decision to visit the Galway-Mayo area, with “5” indicating that the Abbey was a main reason to visit, and “1” indicating that the Abbey was not important in the decision to visit. For the purposes of this report, therefore, a score of 4-5 is regarded as indicating that Kylemore Abbey was an important factor a respondent’s decision to visit Galway-Mayo.

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5.4 Wider Impact – Visitor Expenditure The wider impact of Kylemore Abbey on visitor expenditure in the Galway-Mayo region is calculated by multiplying the number of visitors who were influenced to visit the region by the Abbey (both overnight and day trip visitors) by: a)

their average daily expenditure per person while visiting the region;

b)

their average number of nights spent in the region (for overnight visitors only).

Number of “influenced” visitors to the region

x x Average length of stay (for overnight visitors) = Average daily expenditure per person

Visitor expenditure

5.2.1 Fee Paying Visits Section 3.4.1 and Section 3.4.2 therefore present estimates for this visitor expenditure, for overnight and day trip visitors respectively, based on the findings in Section 3.2 and Section 3.3. Also, as noted in Section 1.2, it should be remembered that these estimates for visitor expenditure relate to expenditure in the wider Galway-Mayo region, not just the immediate local vicinity of Kylemore Abbey. Table 3.4 outlines the estimates for annual visitor expenditure by overnight visitors to the Galway-Mayo region, which can be attributed to Kylemore Abbey. The estimates are based on the analysis derived from the Abbey’s visitor data for the full year of 2018 and from the survey of visitors carried out in August-September 2019, with assumptions used and adjustments made as follows: •

The share of overnight visitors among total visitors is assumed to be as per the findings of the survey of visitors (91.2%), for both fee paying and non-fee paying visitors.

For fee paying visitors, the share of overnight visitors who are influenced by Kylemore Abbey is assumed to be as per the findings of the visitor survey (48.1%). For non-fee paying visitors, it has been assumed that the equivalent share is half the share for fee paying visitors (24.0%), on the basis that such visitors are less likely to have been influenced to visit the area by the Abbey.

Average length of stay, for both fee paying visitors and non-fee paying visitors, is assumed to be 2.8 nights. This takes account of the findings of the survey of visitors (where average length of stay was 3.0 nights), but adjusts it downwards to allow for seasonal variations in length of stay .

Average daily expenditure, for both fee paying visitors and non-fee paying visitors, is assumed to be just over €108. This again takes account of the findings of the survey of visitors (where average daily expenditure was nearly €118), but adjusts it downwards to allow for seasonal variations in the cost of accommodation .

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Based on these points, the table suggests that over 176,000 overnight visitors may have been influenced to visit the Galway-Mayo region by Kylemore Abbey in 2018. Based on an average expenditure of over €108 per day and an average stay of 2.8 days in the Galway-Mayo region, the level of visitor expenditure in the area that can be attributed to the Abbey is nearly €52.6 million. 7. For example, data available from the CSO shows that the average length of stay for visitors to Ireland in July-September 2018, at 7.4 nights, was about 10% higher than the average length of stay for the full year of 2018, which was 6.7 nights. Therefore, given that the survey of visitors took place in August-September, average length of stay for the purpose of this analysis has been adjusted downwards accordingly. 8. Cost of accommodation tends to be higher during the peak tourist season. To take account of this, the accommodation portion of average daily expenditure, as per the survey of visitors, was reduced by 20% to give a revised estimate for average daily expenditure, which would better reflect a full year. As noted in Section 3.3, accommodation accounted for about 40% of average daily expenditure in the survey of visitors.

TABLE 3.4: KYLEMORE ABBEY – IMPACT ON VISITOR EXPENDITURE IN GALWAY-MAYO – OVERNIGHT VISITS

Fee Paying Visitors

Non Fee Paying Visitors

Total

A. No. of visitors to Galway-Mayo – overnight and day trip

323,669

157,263

480,993

B. Overnight share of visitors (%)

91.2%

91.2%

-

295,034

143,350

438,384

D. Share of overnight visitors influenced by Kylemore Abbey (%)

48.1%

24.0%

-

E. No. of overnight visitors influenced by Kylemore Abbey (C x D)

141,860

34,463

176,323

2.8

2.8

-

G. No. of overnight visitor days (E x F)

390,838

94,950

485,788

H. Average daily expenditure per person (€)

€108.26

€108.26

-

I. TOTAL DIRECT EXPENDITURE (€) – ANNUAL ESTIMATE (G x H)

€42,313,488

€10,279,573

€52,593,061

C. No. of visitors to Galway-Mayo – overnight only (A x B)

F. Average length of stay

Note: Figures may be subject to rounding. Source: Fitzpatrick Associates

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5.4.2 Visitor Expenditure – Day Trip Visitors Table 3.5 outlines the estimates for annual visitor expenditure by day trip visitors to the Galway-Mayo region, which can be attributed to Kylemore Abbey. Estimates are again based on the analysis derived from the Abbey’s visitor data for 2018 and from the survey of visitors, with assumptions used and adjustments made as follows: •

The share of day trip visitors among total visitors is assumed to be as per the findings of the survey of visitors (8.8%), for both fee paying and non-fee paying visitors.

For fee paying visitors, the share of overnight visitors that are influenced by Kylemore Abbey is assumed to be as per the findings of the visitor survey (69.7%). For non-fee paying visitors, however, it has again been assumed that the equivalent share is half the share for fee paying visitors (34.9%), on the basis that such visitors are less likely to have been influenced to visit the region by the Abbey.

Average daily expenditure, for both fee paying visitors and non-fee paying visitors, is assumed to be nearly €49, as per the findings of the survey of visitors.

Based on these assumptions, the table suggests that nearly 25,000 day trip visitors may have been influenced to visit the Galway-Mayo region by Kylemore Abbey in 2018. Based on an average expenditure of nearly €49 per day, the level of visitor expenditure in the region that can be attributed to the Abbey comes to more than €1.2 million.

5.5 Wider Impact – Employment Section 3.4 has shown that €53.million in annual expenditure by visitors to the Galway-Mayo region can be attributed to the influence of Kylemore Abbey on visitors’ decision to visit, i.e. €52.6 million in expenditure by overnight visitors and €1.2 million in expenditure by day trip visitors. This expenditure, in turn, impacts on the Galway-Mayo economy by generating employment in tourism, hospitality and related businesses in the area. In this regard, Fáilte Ireland estimates that every €1 million in tourist expenditure helps to support 27 jobs . Using this metric, the employment supported by Abbey-influenced visitor expenditure would be equivalent to over 1,450 jobs in the Galway-Mayo area over a full year. 9. See Key Tourism Facts 2018, Fáilte Ireland, 2019.

Kylemore Abbey – Economic Impact Study prepared by

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Profile for PAA PR

Economic Impact Report for Kylemore Abbey  

Economic Impact Report for Kylemore Abbey  

Profile for paa-pr