Background:
This study examines the concept of a geographically contiguous area (to be referred to by the working title of Munster Peaks). The area comprises the inland mountain ranges of Munster namely the Comeraghs, Knockmealdowns, Galtees and Ballyhouras, divided by a set of four county boundaries (of Waterford, Tipperary, Cork and Limerick), situated equidistance between four of Ireland’s six cities: Cork, Limerick, Waterford and Kilkenny. In 2013, the client group commissioned TDI to prepare a Feasibility Study.
Project Objectives:
The purpose of the feasibility study was to investigate the viability of an umbrella brand proposition and a collaborative structure for the area. The study sought to examine whether a proposition of sufficient scale and singularity (in terms of coherence, originality and market-readiness) could be created to significantly improve the economic performance of tourism in the area.
Project Activities:
- Assessment of existing product offer (Heritage and cultural assets, accommodation, visitor facilities and services)
- Consultation with public, private and community stakeholders
- Inventory and assessment of global, European and Irish tourism trends
- Market research to identify market potential and new product development opportunities
- Case studies/best practice review
- Vision/Tourism strategy formulation
- Tourism product development recommendations
- Examination of linkages and ‘product clustering’ potential
- Implementation framework and action planning
- Workshop/community presentation
Project Outcome and Impacts:
The project has now been developed under the brand of Munster Vales with the strategic plan guiding the work of the Destination Manager. The Munster Vales are now promoted as a signature brand under the wider Ireland Ancient East brand proposition. In January 2018, the project received a Special Commendation at the Irish Planning Awards.
Links:
Concept Development and Feasibility Study – Munster Peaks
www.munstervales.com