Armagh Tourism Strategy

Armagh – tourism strategy

The Vision

“Armagh to be a standout short break, cultural destination in Ireland with the island’s oldest city, at its heart, offering an exceptional small, historic, city visitor experience comparable to the best in Europe.”

The Aim

To grow the value and volume of tourism in such a way that stimulates economic development, supports employment and enhances the quality of life.

Tourism trends - International

Culture as difference Authentic heritage Well-being Entertaining Short break Year round

Tourism trends - Ireland

Heritage and culture Speciality sports Ancestral tourism Sense of place – people and

landscape Short break

Tourism trends – Current volume/value

£30m per annum 120,000 tourist trips (305,000

bednights) but 72% SFR, 28% commercial accommodation

350,000 day trips Dependent on non-discretionary low

spend

Tourism trends – Current volume/value

Frustrated demand due to: Poor accommodation base Weak appeal of city centre Awareness/Marketing Appeal of attraction base Limited tourism infrastructure

Competition - International

Competition – UK and Ireland

USP Standout

Oldest city St Patrick Architecture Orchards/Blossom

Branding/positioning

Branding/positioning

Markets

Existing: Visiting friends and relatives Coach Older couples

Change to: Short breaks Younger professionals Families

Marketing strategy

Ireland’s Oldest City

Working together – private/public

Product development

Creative presentation…

Marketing strategy Web, PR, Guidebooks

Quality Visitor Information

Good Visitor Experiences

Partners TI/NITB

Invest in Research

Product development 4/5 * Hotels accommodation

Urban Old Gaol

Rural Loughgall House

Navan/Emain Macha

Lively cultural/heritage venue Expanded archaeological park Origins/roots ‘An’sis-Tar’

focus/The Irish – who are we? Living history Entertainment £1.6m capital investment New partnership

St Patrick’s Trian

National centre for arts and crafts

Stimulus of economic development

Catalyst for High Street/Market Square regeneration

New partnerships

Stables and Park

Lively park Setting for events Art in landscape Long term HLF bid

Loughgall

Heart and hub of rural tourism programme

Events venue Potential for enhancing

visitor centre Country house hotel New partnership

Events

Signature events essential

Clear criteria for success St Patrick – World Class Apple blossom Traditional Christmas Georgian days Speciality sports

New partnerships

TIC

Destination focus New appearance Cultural emphasis Catalyst in city

centre

Organisational approach

Destination focus Private sector buy-in and strategy group Community support Task and finish groups New partnership

Internal External

Staff and finance

Staff New role for Council staff

Strategically Operationally

Training implications Greater destination focus Emphasis on facilitating coordinating and

managing More focussed use of Living History and

Education teams

Staff and finance

Funding Capital investment for Trian and Navan Ongoing commitment to facilities and events Leverage with partners (including NITB) Stimulate private sector activity Develop new partnerships

World Heritage Status – the big idea

World Heritage Status – the big idea