Images courtesy of Karsten Krieger © John Kelly and Brendan Dunford

Carol a cara,Hope this photo suits...........Tony.

                                                                                                                                                      

The attraction of the Burren

• 560 square km of karst landscape

• Over 70% of Ireland’s native flora with unusual combination of Artic, Alpine and Mediterranean plants

• Highest concentration of archaeological monuments from Bronze Age and Early Christian Period in Ireland

• Strong cultural identity; Place, farming traditions, music, literature & art

• Caters for specialist interests

• Necklace of villages with services

• Reasonably easy to get to

Attractions in the Burren

• 11 Visitor Centres • Burren National Park• 9 Burren Information Points• 2 Educational Centres• A network of walking trails• A network of National Monuments• Viewing points and car parks

Census 2006 Main employment sectors in the Burren

Agriculture (crops, animals, mixed) 12%

Forestry, fishing & mining 1%

Market gardening 1%

Food Production / Processing 1%

Tourism 13%

Other production/manufacturing

8%

Retail 11%

Public Sector & Health 16%

Other 21%

Transport 3%

Construction 13%

Census 2006 Working in tourism (living in the Burren)

Hotels, 132, 21%

Other Accommodation, 72, 12%

Restaurants, 84, 14%Bars, 125, 21%

Catering, 18, 3%

Travel Agencies & Tour Operators, 51, 9%

Cultural entertainment, 39, 7%

Sporting activities, 46, 8%

Physical well being activities, 7, 1%

Publishing, printing, media, 21, 4%

Challenges

• Need for co-ordinated sustainable economic development and tourism management

• Historical uneasy relationship between State and locals

• Lack of investment in National Park

• Cliffs of Moher attracts c. 900,000 p.a. mostly day visitors

• Access to landscape: landowners concerns and visitor expectations

• Environmental impacts

• Limited infrastructure

“If we are to develop a sustainable form of tourism in the Burren, we must recognise and harmonise the needs of the three components in the tourism triangle – the visitor, the host community and the host environment. Tourism must not be allowed to damage the environmental resource, prejudice its future enjoyment or use or bring unacceptable environmental impacts. Equally, tourism must be developed as a positive activity with potential to benefit the host community and the place, as well as the visitor”.

The Burren: Alternatives to the Mullaghmore Visitor Centre – A proposal produced by a Burren Community Group, 1992.

“tourism and environmental interests can be aligned, so that tourism aids and reinforces conservation in order to ensure its own long term economic future.”

Brady Shipman Martin – Tourism in the Burren, A Strategic Plan, 1994

Title of Presentation

21.02.2008

www.burrenconnect.ie

Structure & SupportClare Co. Council led Initiative

Supported and funded by:– Failte Ireland Development Scheme Fund– Clare County Council– Shannon Development– National Parks & Wildlife Service– National Monuments Service– Geological Survey of Ireland– Burrenbeo Trust– Interreg IVB (NPP NEED project)

Managed by Steering Committee andProject Team and guided by anAdvisory Committee composed ofrepresentatives of sectors in Burren

Burren Connect Project

Managing access & conservation

Supporting education & providing information

Promoting ecotourism

Work ProgrammeInformation Provision & Education

Aim: to enhance awareness, knowledge and

appreciation of the Burren amongst locals and

visitors

Traffic Management

Aim: To encourage a sustainable exploration of

the landscape

Conservation & Access

Aim: to integrate environmental protection and

Tourism development at popular natural/heritage

attractions

Geopark Status

Aim: To investigate the feasibility of

European Geopark status for the Burren which

combines all of the above

Ecotourism

Aim: To develop a network of certified ecotourism businesses in the Burren and promote the Burren as an accredited ecotourism destination

OBJECTIVES

• Development of a self sustaining ecotourism network of accredited Burren businesses with a Burren ecotourism brand

• Promotion of the Burren as an accredited ecotourism destination from April 2010 Seeking to follow international ecotourism best practice: eg: Australia, Costa Rica, Norway, Sweden, Estonia.

• Providing continued training, mentoring and accreditation in ecotourism for businesses interested in joining the network.

What is Ecotourism?Ecotourism is an activity, a philosophy and a model of development that unites conservation, communities and sustainable travel to minimise environmental impact, to provide positive experiences for visitors and host community and to provide direct financial benefits for conservation.

The International Ecotourism Society (TIES) defines ecotourism as:

Responsible travel to natural areas that conserves the environment and improves the well-being of local people.

Support for Ecotourism

• Programme for Government 2007-2012, the Government stated that it will “Seek, with the Tourism Agencies and Local Authorities, suitable areas to develop and promote eco tourism”.

• The 2009 Economic Renewal Framework stated that “We will develop a nationwide strategy for eco-tourism and associated marketing campaign”.

• In 2007, Failte Ireland committed to undertake research into the potential of the ecotourism market for Ireland, to provide appropriate support for the development of ecotourism in Ireland and to promote standards for ecotourism, and to establish ecotourism networks (Environmental Action Plan 2007-2009).

• Both the upcoming Clare County Development Plan and Shannon Development’s strategic development policy support the development of ecotourism in the Burren.

• 2007 Burren Connect Project survey: 97% of accommodation providers and 80% of visitor centre managers believed that the Burren should be developed and promoted as an ecotourism location.

• Failte Ireland chose the Burren for the first national ecotourism pilot programme

Failte Ireland’s evolving policy on Natural Heritage

• Integrating priorities with regard to the natural heritage into its existing programmes of tourism support and development activity, where relevant – e.g. product development work in relation to walking, cycling, adventure, touring routes, etc.

  • Highlighting natural heritage for Irish and overseas visitors through marketing

communications (including a visible web presence).  Access a wide range of information on the natural heritage, green and eco-tourism, through the discoverireland site, and through other communication channels such as print and publicity.

• Establishing a validation process for external eco-labels and eco-certification programmes, which will articulate what standards FI requires in order to promote businesses and destinations as environmentally sustainable and/or providing authentic ecotourism experiences. 

• Integrating principles of environmental sustainability and awareness of natural heritage into the mainstream educational and mentoring programmes within FI, and continuing to establish and promote good environmental practice within the industry. 

Fáilte IrelandExploring the attitudes of holidaymakers towards landscape and

natural environment

W5 Sept. 2009

• 7092 holidaymakers interviewed across seven countries – Ireland,

GB, France, Germany, Netherlands, Denmark and USA

• Nationally representative sample (age/gender/region) in each

country

• All holidaymakers must have said they would consider Ireland as a

destination

• 70% were aware of at least one of the terms ‘green tourism’ ‘ eco

tourism’ ‘sustainable tourism’

• 15% had engaged in some type of eco tourism

• 20% would pay more for green tourism alternatives

Are holidaymakers willing to pay more for green alternatives?

Overall about 1 in 5 holidaymakers (20%) are willing to pay more for green alternatives, rising to 26% of those who are most likely to consider Ireland as a destination and almost 40% of those who have engaged in eco tourism in the past. Dutch holidaymakers are the least likely to

say they will pay more.

Who are those who are willing to pay more?

More likely to be…

Between 25 and 34 yrs More widely travelled Take locally guided tours Seek accommodation set in the countryside Think of landscape in terms of quiet, natural and undeveloped places Enjoy visiting forests, wildlife watching, taking excursions focusing on

nature Be heavier uses of information, particularly guidebooks Seek advice from local people when at the destination

20

What motivates those who are willing to pay more?

8%

11%

15%

18%

19%

28%

6%

2%

16%

16%

19%

40%

Willing to pay moreAll

Concern about my own health

Concern for children / future generations

Desire to preserve environment

Base: xBase: 7092

Sense of wellbeing by doing good for environment

Desire to learn more about environment / regions

The environment does not impact on my decision

Those who are willing to pay more are very much motivated by the desire to preserve the environment, rather than any motivation relating to themselves.

% of respondents stating they would consider green alternatives for a particular reason

In what order is this segment likely to pay more for green alternatives?

Food (where wellness, quality of life & local produce is at the centre)

Tours (local and small scale tours exploring hidden places)

Active pursuits (e.g. hill walking, cycling, canoeing  which includes interaction with and interpretation of the natural surroundings)

Family activity break (based in natural surroundings where the focus is on interaction with the natural surroundings)

Natural therapy / spa break (relaxing with nature rather than standard spa / hotel based)

Craft / arts break (based in natural surroundings)

2

Base: 7092

1

2

3

4

5

6

Amongst those most likely to travel here

accommodation takes the top position

2Accommodation (nature based accommodation rather than standard types (including alternative accommodation types set in woodland / countryside, availing of local produce etc)

For those who are willing to pay more it is food that tops the list, followed by tours and accommodation.

22

How do holidaymakers seek information about the environment when they are at their destination

37%

35%

30%

30%

16%

50%

51%

46%

49%

47%

38%

46%

Information in the place I am staying

Guidebooks

Advice from local people

Local leaflets and brochures

General internet sources

Tourist information office

Advice from other visitors

Maps

Information at local attractions

Tourist Authority website

Local signage

Articles in newspapers / magazines

Base: 7092

Those engaging in green activities are more likely to seek

information from guidebooks and newspapers/magazines

Guidebooks and word of mouth continue to have an important role at the destination, particularly in seeking information about the environment with information where

holidaymakers are staying being particularly widely used.

% of respondents who mention each source

1. While differences exist, we see more similarities across markets as far as general decision making is concerned. Cost / value for money is particularly important, weather and the culture of the country in question also coming out strongly.

We see more variation in relation to the importance of landscape, possibly linked to the range of ways in which individuals define landscape in their own minds.

2. It is in relation to information seeking behaviour once holidaymakers get to the destination that we see the importance of local information provision and local advice in the place where holidaymakers are staying.

This points to the need to have a range of information sources available at source, coupled with the need for accommodation providers to be very well informed ‘ambassadors’ for their local region.

3. Across holidaymakers there appears to be a preference for less ‘organised’ or group travelling. Local tours however appear to be the exception, perhaps meeting the requirements of staying independent but getting the best out of where you are along the way. This may also be of particular relevance when we think how eco tourism providers position themselves.

General holidaymaker preferences and planning - highlights

24

How do holidaymakers like to enjoy the environment?

47%

42%

40%

37%

34%

34%

32%

31%

28%

28%

25%

16%

14%

12%

64%66%

53%

61%

58%

51%

57%

National parks and nature reserves

Take photos

Visit markets

Visit scenic sites / views

Leisurely walks

Visit rural villages

General exploring

Driving in scenic areas

Visit forests

Stay in accommodation within a natural setting

General recreation e.g. picnics / relaxation

Active pursuits

Visit gardens

Excursions / tours focusing on nature and landscape

Go to family activity or adventure centres / parks

Whalewatching and marine tours

Wildlife watching and nature excursions

Locally guided walks

Visit farms

Nature / green activities

Bird watching

Base: 7092

Just 6% of holidaymakers think

of national parks when they consider Ireland’s landscape

and environment, just 24% thinking of rural

villages

Key activities for those engaging in eco tourism

Just 1 in 3 holidaymakers saying they like to enjoy the environment through active

pursuits

% of respondents stating they like to enjoy the environment in each way

25

Active pursuits engaged in by holidaymakers

19%

18%

14%

10%

33%

20%

37%

48%

26%

76%

60%

Shorter walks / hikes (3 hours or less)

Cycling

Long distance walking / hiking

Kayaking / canoeing

Scuba / snorkeling

Fishing

Sailing

Equestrian

Running

Golf

SurfingBase: 7092

Shorter walks are the most popular active pursuit amongst holidaymakers, followed by cycling.

% of respondents stating they like to engage in each type of pursuit

Popular amongst the Dutch and German, rising to 79%

Popular amongst the US, French, Danish and Irish

Highest amongst French holidaymakers

Highest among US, GB and Irish holidaymakers

26

Proportion of holidaymakers who have engaged in eco/green activities

7%

17%

8%

19%20%

13%15%

24%

All USA France Germany Ireland GB Denmark NL

Base: 7092

Denmark is the country, along with the Netherlands where we see the fewest holidaymakers who have engaged in eco / green tourism, at 8% and 7% respectively. This

is in contrast to the USA, where 1 in 4 holidaymakers state they had engaged in eco / green tourism.

% of respondents who said they have already engaged in eco/green activities

What can we say about those who have engaged in eco tourism?

More likely to: Live in cities Consider Ireland for a holiday in the future Be heavier users of information sources before deciding on a destination,

particularly guidebooks Seek information about what to do in the environment from locals when on

holiday Be motivated by the fact that they are preserving the environment Believe accreditation is very important Take excursions focusing on nature and wildlife Engage in active pursuits, particularly long distance walking Want to feel like they are somewhere remote More likely to consider engaging in eco tourism options in the future, particularly

staying in green accommodation and engaging in educational activities Pay more to engage in eco tourism (twice as likely)

Working together – success factor for eco tourism providers

Shared understanding of what the network of providers need

Integrated regional approach (from the perspectives of both providers and consumers)

Commitment of private companies, public bodies, Govt departments, organisations and individuals involved to work together as a group e.g. extended national park zoning (area specific)

Supporting infrastructure, e.g. accommodation

Long term commitment

New thinking – how can we innovate?

A shared understanding of how to reach out to potential visitors (given negative reaction towards existing ‘mass advertising’ approaches)

Why accreditation?• To avoid green-washing and

achieve authenticity

• To set and maintain standards of excellence

• To provide training and mentoring

• To meet market expectations: • Where accreditation is

concerned, those who have an interest in eco tourism award it the greatest importance Failte Ireland research 2009 on exploring the attitudes of holidaymakers towards landscape and natural environment

Greenbox• The Greenbox is Ireland's first integrated

ecotourism destination. The area of the Greenbox includes Counties Fermanagh, Leitrim, West Cavan, North Sligo, South Donegal and North West Monaghan.

• Using a bottom up approach and by developing a tight network of businesses, it has become a leading example of ecotourism development and has gained international recognition for its work.

• It has developed an accreditation system for ecotourism based on best practice in other countries for non accommodation and uses the EU Flower certification for accommodation.

• It is seen as an incubator for ecotourism in Ireland and is sought after for advice and training by many organisations and individuals in the tourism industry.

Burren Ecotourism Programme

• Set up Ecotourism Working Group in the Burren July 2008. Developed Vision Statement, Terms of Reference and Work Programme

• 13 Burren businesses achieved Certification in Ecotourism from Sligo IT and funded by Sustainable Tourism Skillnet in July 2009

• Became a Failte Ireland Pilot Project to test the rollout of the Greenbox model for the accreditation of ecotourism destinations in Ireland

• Greenbox carried out Audit of training needs/training & mentoring in July 2009

• Greenbox began training programme in December 2009.

• Aim for the accreditation of businesses by Autumn of 2010

What is the Burren ecotourism experience?

• It has to be delivered in an environmentally friendly way (consider waste, water, energy usage)

• It has to be based in nature and allow visitors to have a personal experience of nature

• It has to involve education and interpretation of the environment

• It has to promote local heritage and culture

• It has to be marketed responsibly

• It has to contribute to conservation

• It has to directly benefit the local community

Training Programme

• Ecotourism principles• Environmentally

sustainable practices• Nature management /

Leave No Trace• Interpretation / education /

conservation• Responsible marketing• Networking and

experience development• Business and marketing

planning

Members of the Burren Ecotourism Working Group: Businesses & Organisations

Businesses

• Boghill Centre, Kilfenora• Burren Beef and Lamb Producers Group• Burren Centre, Kilfenora• Burren Coaches• Burren Ecotourism Co-Op• Burren Fine Wine and Foods• Burren Outdoor Education Centre• Burren Painting Centre• Burren Smokehouse• Cassidy’s Pub & Restaurant, Carran• Clare’s Rock Hostel, Carran• Cliffs of Moher Visitor Experience• Corofin Hostel & Camping• Doolin Activity Lodge• Doolin Language Centre• Gragan’s Castle Hotel• Farm Heritage Tours Co-Op• Fr. Ted’s Teas, Kilinaboy• Heart of Burren Walks• Roadside Tavern, Lisdoonvarna

Organisations

• Ballyvaughan Development Committee• Burrenbeo Trust• Burren Connect Project• Carran Community Council• Clare Tourism Forum• Environmental Officer, Clare County

Council• Heritage Officer, Clare County Council• Failte Ireland• Leader – Clare Local Development

Company• National Monuments Service• National Parks & Wildlife Service• Shannon Development

Mix of business, not for profitorganisations and community groups.

A Burren Ecotourism Package

• Accommodation and main meals: Gregans Castle Hotel

• A 2 day package that includes accommodation and main meals at Gregans Castle Hotel, a guided walk in the Burren, a visit to a specialist Burren garden, bird watching at the Cliffs of Moher, a tour of Burren Smokehouse and tasting local produce in the Roadside Tavern. Limited to 14 people, available on set dates. Focus on local food and products.

A Burren Ecotourism PackageA 2 day package that includes • accommodation and main meals at

Gregans Castle Hotel, • a guided walk in the Burren, • a visit to a specialist Burren garden, • bird watching at the Cliffs of Moher • a tour of Burren Smokehouse and • tasting local produce in the Roadside

Tavern.

Limited to 14 people, available on setdates.

Focus on local environment, culture, food and products.

A Burren Ecotourism PackageA 2 day package that includes:

• Accommodation at Clare’s Rock Hostel

• Local farm produced food and

traditional music entertainment at Cassidy’s Bar & Restaurant

• Eco-activities at the Burren Outdoor Education Centre (kayaking, caving, rock climbing)

• A Farm visit showing local culture, farming traditions, folklore, botany, archaeology and geology, guided by the local farmer

Long Term Vision

• A recognisable network of enterprises in the Burren, all of whom:– Have achieved independent accreditation– Demonstrate ecotourism ‘best practice’– Positively discriminate in each other’s favour– Provide ‘one voice’ representation on issues

impacting the Burren– Inspire, lead and motivate conservation activism – Support training and provide mentoring for other

enterprises working towards accreditation

Their potential

• They will be a self sustaining network of informed, well trained and committed businesses who will be ambassadors for ecotourism in the Burren

• They will mentor other businesses interested in joining the network. More

businesses will lead to more influence on environmental policy and business development; they can change the nature of tourism in the Burren for the better.

• Ecotourism trains the visitor also, will increase numbers of responsible tourists to the area

• In achieving its vision the network will be making a vitally important contribution to the future management, conservation, understanding and appreciation of the Burren.

• They will ‘link environment, community and tourism to conserve the Burren’

Title of Presentation

21.02.2008

www.burrenconnect.ie