Strategy aims to sell Galway as a world-class destination

Galway is being lined up to become world-class destination – backed up by the Wild Atlantic Way and the new East Galway Lakelands brands – in a new tourism strategy being prepared for the next eight years.

And festivals – ‘hyped up’ to have international appeal – are seen as another key driver.

Galway City and County Councils are about to prepare ‘Galway to 2025: Preparing a Tourism Strategy for Galway’.

The proposed ‘vision’ for the region is to ensure “Galway will be a renowned world-class destination, offering exciting and unexpected experiences from the Wild Atlantic Way to its Lakelands – a great place to live, explore and immerse oneself and wish to return to”.

“As the capital of festivals, a small number of signature events must be elevated to have international appeal,” the document reads.

The strategy will also recognise the importance of the Wild Atlantic Way – almost 700km of Galway’s coastline runs along it, with the city and Clifden recognised as key hotspots and Salthill as the mid-way point.

However, it also recognises that inland, the same promotional opportunities do not currently exist.

“As the more inland areas of County Galway cannot directly compete with coastal areas, the focus must be on the provision of alternative experiences with excellent visitor managements and services, authenticity, less congestion and special interest breaks, etc.

“The east of the county offers opportunities of particular appeal to domestic visitors. A Lakelands brand will be developed to encompass the experiences of the midland counties and east Galway,” it reads.

The document adds: “Consistent marketing and branding will be needed (e.g. with a master brand logos, symbols, a digital hub, public street dressing etc) and opportunities to learn from international good practice examples and regions of comparable size must be grasped.”

Value for money is seen as a key driver for Galway to attract visitors.

“The tourism sector must remain value for money if it is to compete internationally. Despite their relative short stays, tourists are demanding and seek excellent products and joined-up holiday experiences.

“An understanding of what the market wants should guide the offering provided. Ongoing refinement will be necessary taking account of any changes in market profile, demands, preferences and lengths of stay,” it reads.

The document also notes the importance of small towns in attracting tourist revenue.

“The Gathering demonstrated how communities invest in tourism and support it. Their tireless efforts in organising festivals and events and maintaining their local area or presenting their heritage are tremendous. Small towns really do have big ideas for the future of their area.”

The local authorities have also said that capacity and access arrangements need to be planned in advance for the influx of visitors in 2020 for the European Capital of Culture, and if coach or cruise tourist numbers increase.

Nearly 2.25 million people visited Galway in 2015, spending close to €670 million. 11% of the total overseas visitors came to Galway (the third highest rate after Dublin and Cork) and spent €475m of that revenue.

Just under 10% of total domestic visitors came to Galway last year and generated €194m. It is estimated that 12-14% of Galway businesses are involved in tourism and it accounts for 10-12% of employment.

Among the biggest attractions last year were the City Museum (174,556); Connemara National Park (190,753) for free attractions. For fee-paying attractions, the biggest were Kylemore Abbey and Gardens (300,000 people); Dún Aonghasa on Inis Mór (120,104) and the Sheep and Wool Centre in Leenane (105,000).