A DIY kit to help towns use their history to turn their location into a “tourist trap” has been introduced by Fáilte Ireland.
The Historic Towns in Ireland Guidelines contain a range of practical tips and advice to help towns to improve their visitors’ experiences. The guidelines want towns to turn themselves into a “compelling place of history” and in so doing get visitors to stay longer – and spend more.
As part of the project, almost 1,000 overseas visitors in 10 historic towns were surveyed. The results showed that they typically spent 11½ nights in Ireland, 3½ days more than the average eight- day stay for all overseas visitors to Ireland.
Towns such as Westport, Dingle and Kilkenny were among the best examples of towns that “have a story to tell and tell it well”, according to Alex Connolly of Fáilte Ireland. The historic city of York in England is also used as a case study in best practice.
According to Fáilte Ireland, the guidelines “provide towns with a DIY kit of simple steps to influence their visitors’ experience”.
This includes improving access and maintaining and improving buildings. The guidelines also deal with the range and quality of places to stay and things to do and see, such as providing festivals, events and markets throughout the year.
Visitors would recommend a historic town based on the presentation and quality of the buildings and streets, along with the history of the town and the story it has to tell. Visitors were particularly impressed with the character of town centres, attractions such as castles, the surrounding scenery, quality of accommodation, pubs and the local welcome, says Fáilte Ireland.
The lack of outdoor markets and day-time entertainment resulted in poor ratings, as did bad signposting to and around towns, low quality public toilets and lack of public art.
Mary King of Fáilte Ireland’s policy and futures division said: “While familiarity may not breed contempt, it certainly can breed complacency. Many towns in Ireland may not realise the wealth of their town’s historical attractions, and how much it is worth to them from a tourism perspective.”
International research showed “visitors are shifting from a culture of ‘sightseeing’ to ‘lifeseeing’.This means that visitors’ interests are moving beyond the traditional tourism elements of museums and galleries towards engagement with local culture.”
The tourism body has invested €2.5 million in the development of historic towns.
Its research has found that 60 per cent of holidaymakers visit a historical or cultural attraction while here.
To date, 44 towns have received funding through the initiative, including assistance with signposting, information and interpretive features.
“Irish towns are sitting on a massive tourism potential,” Mr Connolly said.
“Many have a story to tell, but may not be telling it as well as they can.”
The guidelines are aimed at local authorities, chambers of commerce, Tidy Towns groups and other voluntary groups to encourage “joined up thinking” in their tourism development.
All steps in the guidelines are illustrated with case studies and “dos and don’ts”. Each local authority will receive a copy.
PRACTICAL TIPS TOURISM IMPROVEMENTS:
- Identify what visitors think of your town by carrying out a visitor survey;
- Make visitors feel welcome and make the town easier to navigate;
- Showcase the town's best assets by revealing its story and presenting its historic buildings and attractions;
- Make visitors stay longer and spend more by ensuring there are enough activities and amenities available to the target market;
- Collaborate with businesses towards a common goal through identifying the town's unique selling proposition and ensuring tourism and non-tourism businesses are working together.
