Tourism and Heritage Action Plan (3295 KB) - Louth County Council

Introduction
Louth County DeveLopment BoarD chaired by Cllr. Anthony Donohoe was
established in 2000 for the Integration of Local Government and Local Development.
The County Development Board is central to the overall integration process at
county level with a focus on social, economic, cultural and community development.
The Board brings together various strands involved in Local Government, Local
Development, the State Agencies at local level and the Social Partners which includes
the community and voluntary sector.
Louth County Development Board
The broad functions of the Board are to:
• Implement a comprehensive County
Strategy on Social, Economic and
Cultural Development
• Identify gaps and duplication in local
service delivery
• Nurture constructive co-operation
and active participation by all
members of the Board based on a
partnership approach
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
Louth eConomiC Forum was
established in 2009 under the
auspices of the County Development
Board chaired by Padraic White,
former managing director of the
Industrial Development Authority
[IDA Ireland] and currently small
and medium business entrepreneur.
overseas companies secured for
Ireland during mr White’s tenure with
IDA include microsoft, IBm Software
and Intel while he was also central to
the establishment and marketing of
the International Financial
Services Centre (IFSC) in Dublin.
The Forum comprises of the business
sector of county Louth, the local
authority management and all of
the State agencies that interact with
those generating economic activity in
the county and is a one stop shop for
potential investors. A study entitled
Louth County Economic Development
Strategy (2009 - 2015), commissioned
by the Louth Local Authorities from
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Padraic White
Indecon International Economic
Consultants, provides a blueprint for
the Louth Economic Forum and its
recommendations have shaped the
work of the Forum.
The Louth Economic Forum has
devised an overall 10 point pLan
identifying 10 specific areas to be
addressed within its work programme
over the next 3 years. A task group
has been established for each of the
areas, the fourth one being tourism
& heritage which is the subject of
this document.
The purpose of this document is to
outline Louth’s joined up approach
to the development and promotion of
the tourism and heritage product in
county Louth and its hinterland.

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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
Members of the louth Economic Forum
Padraic White
Chairman
Graham o’rourke
Drogheda & District Chamber
John Kieran
Ardee Business Community
michael Curran
Louth County Council
Conor Fahy
Enterprise Ireland
Niall o’Lamhna
Teagasc
Declan meally
Sustainable Energy Ireland
Conn murray
County Manager Louth Local Authorities
Paddy malone
Dundalk Chamber of Commerce
ronan Dennedy
Louth County Enterprise Board
michael mcCabe
Louth County Council
Pat Doherty
IDA Ireland
ray Carroll
Tourism & Heritage Forum
malachy mcCloskey
Age Friendly Business Forum
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Graham hughes
Drogheda & District Chamber
Patricia rooney
Drogheda & District Chamber
Denis Cummins
Dundalk Institute of Technology
Edel o’mahony
Louth County Council
ray Kelly
FÁS
Kevin Kidney
Fáilte Ireland
Bill Tosh
Dundalk Chamber of Commerce

an Grianán
The Process
The tourism & heritage Forum
was established by the Louth
Economic Forum. It is chaired by
ray Carroll, former CEo of The
Kildare hotel, Spa and Country Club
and has 18 members, drawn from
tourism operators, government
agencies, and the council.
The Tourism & heritage Forum
acts as a ‘Clearing house’ for all
tourism-related activities in the
county, providing leadership and
advice on ideas, possible funding
opportunities, potential partnership
approaches and the prevention of
duplication, which in turn maximises
the effective use of limited
resources.
Seven thematiC SuB GroupS
have been established to
develop proposals in the
following key thematic areas
within the action Plan.
• Activities & Leisure
• Heritage & Culture
• Food & Festivals
• Clusters & Packages
• Innovation
• Marketing & PR
Ray Carroll
• Communications & Funding

L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
An ‘open Forum’ meeting was held to
give local representatives from trade,
heritage, tourism and hospitality
interests throughout the County an
opportunity to input into the Tourism
& heritage Action Plan. This allows
the Forum to benefit from the vast
experience and expertise of those
who work day to day in the tourism
industry in Louth. All feedback and
submissions were carefully considered
and some will become part of the
Action Plan.
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In preparing the Action Plan the
Forum has worked closely with Fáilte
Ireland to ensure that it is in line
with regional and National tourism
strategies. In particular the Forum
would like to thank Shaun Quinn,
CEo of Fáilte Ireland, who kindly
made himself available to the Forum
and provided invaluable insights,
support and encouragement, in
particular regarding our partnership
approach to the development of
tourism in the region.
louth Economic Forum
Presentation to Shaun
Quinn CEO Fáilte
ireland at An Grianán,
Termonfeckin.

members of the
Tourism & heritage Forum
ray Carroll
Chairman
Kevin Kidney
Regional Manager Fáilte Ireland
Frances Taylor
Chair, Innovation Cooley Peninsula Tourism
Sandra Gough
Chair, Food & Festivals Drogheda Food Festival
Tim mullins
Dundalk Chamber of Commerce
Ann murray
Dundalk Town Centre Commercial Managers Office
hazel markey
Chair, Marketing & PR Clogherhead Tourism
Committee
Sean Corcoran
Chair, Heritage & Culture Millmount Museum
Nessa mcCartan
Tourism & Business Support Louth Local Authorities
Brendan mcSherry
Heritage Officer Louth County Council
michael mcCabe
Economic Development Officer Louth Local Authorities
mark markey
Drogheda & District Chamber
Eamonn mullen
Ardee Business Community/ Smarmore Castle
Emma meehan
Chair, Activities & Leisure Dundalk Stadium
Laura o’Donovan
Chair, Packages & Clustering the d hotel
Denis Cummins
President Dundalk Institute of Technology
marcella Bannon
Droichead Arts Centre
Siobhán McTigue, Crowne Plaza Dundalk, and Kevin Woods, Shalom, Carlingford represent the Tourism &
Heritage Forum in the role as vice Chairs of each sub group.
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
The Vision
Louth Economic Forum’s vision for the tourism & heritage Forum is to create a
cohesive approach to the development and promotion of tourism and heritage in
the region.
• To capitalise on County Louth’s unique location as the hub for the Boyne
valley and the Cooley, mournes, Gullion region, two of Fáilte ireland’s
top tourism Development Destinations in the country.
• To ensure customer service delivery to the highest possible standard at all levels
to ensure the desire to return.
• To increase the number of visitors coming to Louth, to increase their ‘dwell time’
and thereby to maximise their spend in the county, and increase revenue and
sustainable job creation.
• To ‘gain the heritage
dividend’, through the
sustainable use of heritage to
attract tourists to Louth and
surrounding areas.
• To make Louth an age
Friendly Destination.
• To strengthen cross border
co-operation in tourism
development.
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View from Cloughmore
The Challenge
This Action Plan has established challenging milestones for the tourism &
heritage Sector in County Louth and the region in response to the difficult
economic climate we are currently experiencing as identified below:
• The decline of the tourism market due to the global recession, translated
into reductions in demand, revenue and bank credit, coupled with ever
increasing costs.
• The over-development of hospitality accommodation and facilities in Ireland
during the ‘boom’.
• Competition from other holiday destinations both at home and abroad, getting
people to stay longer than just two or three days.
• Co-ordinating the industry’s disparate promotional efforts.
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
Knowth, Brú na Bóinne WHS
Brown Bull of Cooley
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• Absence of localised statistical
information to include employment.
• Develop and promote pride in Louth
and esteem for the county and
adjacent, wider tourist areas (the
Boyne Valley, the Carlingford Lough
region).
• Gaining community support by
getting all different people involved
in Tourism & heritage to support the
Forum and work together, so as to
maximise efforts and benefits.
• The fact that we are a county-based
grouping while tourists see only
destinations, not counties. many of
our major local attractions are shared
with other counties, including those
outside the State. (The Boyne Valley
and the Cooley, mournes, Gullion
region).
these challenges will be addressed
by the tourism & heritage Forum in
order for the county to fully realise
its development potential.

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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
Louth’s Value Proposition
two of Fáilte ireland’s top tourism Development
destinations in the country the Boyne Valley and
The Cooley Mournes Gullion Region are
located in County Louth.
The Boyne Valley - Discover Ireland’s rich heritage
The Boyne Valley is situated in the
east of ireland and flows through
the counties of Louth and meath.
The Valley is Ireland’s ancient capital
and it’s most sacred and mythical
landscape. In 1849 William Wilde,
father of oscar, wrote of the Boyne
that the history of Ireland may be
traced through its monuments. This
remains true today. moreover, its
sites and monuments are amongst
the best examples of their kind
in europe and are all within a short
distance of each other. These include,
the medieval town of Drogheda,
the great prehistoric tombs at Brú na
Bóinne (newgrange) and the site of
the infamous Battle of the Boyne.
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Battle of the Boyne
re-enactment, Old Bridge
Visitors Centre

Carlingford
Carlingford Medieval Village
Carlingford - Cooley Peninsula and the
mourne Gullion region
Less than an hour’s drive from Ireland’s two major cities, Carlingford nestles
between Slieve Foy, Carlingford Lough and the mourne mountains. A unique
blend of natural beauty, spectacular panoramas, myths and legends combine
with a modern day cultural infrastructure. an táin Bó Cuailigne the national
epic of Ireland is centralised on the Cooley Peninsula. here Cuchulainn, Queen
maebh and the renowned Brown Bull of Cooley met their fate. Their route can
be followed across Ireland to the Cooley mountains. This national way marked way
is known as the táin trail.
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
About County Louth
• Internationally important, and
protected, coastline.
• Tallanstown winner of National Tidy
Towns Gold medal Award 2010.
• historical County ~ Land of Legends
and Full of Life.
• Coastal Villages - Baltray,
Annagassan, Clogherhead,
Blackrock.
• Blue Flag Beaches.
• medieval Walled Towns of
Carlingford, Ardee and Drogheda.
• outstanding archaeological heritage
- Castles and monuments.
• historic houses and Gardens.
• Nature and Wildlife.
• Arts, Theatre and Crafts.
• museums and Galleries.
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Port Beach
Population within 60km catchment
(1 hour commute)

Ardee Castle
17 th Green, Seapoint
County Louth Tourism & heritage
Action Plan 2011 and Beyond
Beaulieu House
Roche Castle
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
7 Action Areas
1
2
3
4
5
6
7
Activities & Leisure
Chaired by Emma meehan, Sales and marketing manager,
Dundalk Stadium.
heritage & Culture
Chaired by Seán Corcoran, millmount museum, Drogheda &
marcella Bannon Droichead Arts Centre.
Food & Festivals
Chaired by Sandra Gough, Drogheda Food Festival.
Innovation
Chaired by Frances Taylor, Cooley Peninsula Tourism.
Clusters & Packaging
Chaired by Laura o’Donovan, Business Development manager,
the D hotel, Drogheda.
marketing & Pr
Chaired by hazel markey, Clogherhead Development Group.
Communications & Funding
Chaired by Nessa mcCartan, Tourism & Business Support unit
Louth Local Authorities.
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1
Activities & Leisure
All opportunities in this area will be co-ordinated and developed so as to deliver a
better visitor experience and create a demand for return visits.
• To identify, recruit, and promote sports events and meetings that create a
positive economic impact for the County and establish Louth’s reputation as a
premier host for sports events.
• To provide quality events for the people of Louth.
• To establish Louth’s reputation as a premier host for sporting events.
Key activities
Adventure Tourism, Walking & Cycling, Golf, Angling, Equestrian,
Water Activities, Health & Beauty and Shopping.
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
2
heritage & Culture
Louth possesses a rich heritage comparable to anywhere else in the country, including
many sites of international significance. e.g. The high Cross at monasterboice, the
birds on Dundalk Bay, and the geology of Cooley and Clogherhead. our mission is to
help local people and visitors alike appreciate this heritage and culture.
• Initially, to concentrate on
the proper development,
enhancement of access and
improved promotion of the
myriad of sites in the county.
• To increase awareness and
knowledge of Louth’s heritage
and culture.
Mellifont by night
Newgrange, Brú na Bóinne WHS

Stephenstown Pond, Knockbridge
linn Duchaill Viking Fortress annagassan
a viking fortress of international
importance has been uncovered at
annagassan, Co Louth in September 2010. it
is believed to be the longphort (ship fortress)
of linn Duchaill, founded in aD 841.
• Develop a Narrative of each area,
historical, Natural, and Cultural – to
provide a coherent framework and
contextual background which can be
used by industry.
• Develop content for IT distribution –
e.g. GIS Systems mapping Software.
• To build the Boyne Valley and the
mountain–girdled Carlingford Lough
as a major tourist destination.
High Crosses at Monasterboice
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
3
Food & Festivals
this will concentrate on the calendar of events, so as to avoid
clashes over dates, and to maximise publicity and participation.
this will help louth become associated with ‘Fun’
Festivals
• To ensure development and growth
of existing Festivals in coordination.
• To develop an effective marketing
strategy for the Festivals of Louth
including TV, radio and National
Press.
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• To increase funding and
sponsorship for the Festivals of
Louth.
• To increase awareness within
Ireland and abroad of the Festivals
of Louth.

Food
• To develop a ‘non partisan’ Food
Guide for restaurants & Cafes in Louth.
• To develop an Annual Award Structure
to reward Good Food Establishments
and Food Producers in Louth.
• To develop an effective marketing
strategy for the restaurants, Cafes and
Artisan Producers of Louth.
Carlingford Oyster Festival
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
4
Innovation
The Tourism & heritage Forum will focus on innovating for the future, so as to be
ahead in the use of new technologies such as GPS, social networking sites and the
active investigation of new ideas for the development and promotion of tourism
and heritage. This will enhance the direct engagement of community participation.
Signature Projects
the táin March
An army of mounted and foot
soldiers, some travelling by chariot
will gather at rahcroghan in Co.
roscommon and on Saturday
18th of June, will follow in the
footsteps of Queen maeve’s army
to “The Land of Legends” through
Strokestown, Longford, Granard,
Navan, Athboy, Trim ,Slane,
Drogheda, Ardee, Dundalk, and
finally to the Cooley Peninsula
crossing the Cooley mountains
on Sunday 26th June, 2011 to
Carlingford in Co. Louth, in search
of The Brown Bull of Cooley.
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Coastal Trail
Coastal Trail
A major project for this group is
the development of a Coastal Trail
(walking and cycling), from Narrow
Water, omeath to Drogheda. This
can be developed in stages, starting
with the easier to achieve sections.

5
Clusters & Packaging
To create a number of Clusters & Packages to enhance the Tourism Product we
have in Co. Louth and promote value for money offers associated with different
events, locations and attractions.
Theme’s include
• Shop & Stay.
• Adventure Tourism.
• Sporting & Activity (Wellness
Breaks, horse/Greyhound racing
Breaks, Golf Breaks, Walking &
Cycling Tours).
• Festival Packages (2 day Food
Festival Break & 4 day Festival break
& other additional options).
• heritage & Culture Packages.
• Cross selling of packages from
the Boyne Valley to the Cooley
mournes Gullion region.
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
6
marketing & Pr
This is currently an area of serious
duplication. We need to make sure
that the effort and money spent
on this is achieving the maximum
results.
• market and Promote branding
“Louth, Land of Legends and Full
of Life”,“Boyne Valley”,“Cooley
moorne Gullion region.”
• Develop a Louth comprehensive
promotional pack.
• Develop a comprehensive press
and marketing plan.
Branding
the new strapline for the promotion of the county is the ‘Louth ~ Land of Legends
and Full of Life’. this will be adapted and widely used by all interests in a way that
differentiates us as a county from the goods and offerings of our competitors in
other counties. We will need this support to make the”Brand” recognisable and
to reinforce the validity of the strapline which in turn will add to our appeal as
a destination. We need this support to make the brand recognisable, leading to
increased enquiries.
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www.louthholidays.com
A dynamic website will be
developed, harnessing up-to-date
technologies to be a promotional
portal for Louth, and serve as a
gateway to the Boyne Valley and
the mournes. By increasing the
awareness of the site, and by linking
it to other social media sites, we
will increase site traffic. The content
must stimulate curiosity, demand
and be constantly updated. This
will be ongoing and led by Louth
County Council.
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
7
Cooley Peninsula
Communications & Funding
The Tourism & Heritage Forum acts as a ‘Clearing house’ for all tourism-
related activities in the county, providing leadership and advice on ideas, possible
funding opportunities, potential partnership approaches and the prevention of
duplication, which in turn maximises the effective use of limited resources.
• The Forum will respond with
respect to anybody who submits
a proposal or idea to us and have
very effective communication
between ourselves, and all the
various organisations – large and
small- associated with Tourism &
heritage in the County.
• A communications strategy will
be developed to build awareness
of the Tourism & heritage Forum
and to secure the commitment
of the trade in supporting the
Tourism & heritage Forum.
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• The Forum intends to maximise
funding opportunities at Local,
regional, National and European levels.
• The Forum will work in partnership
with DkIT to establish a method of
gathering relevant statistical data on
Tourism & heritage in County Louth
so that we can build a profile of our
visitors, to ensure that our future
marketing is target specific.

Highlanes Gallery
Tourism & heritage
in the context of regional Economic Development
Tourism is an important indigenous
sector that will play a critical role
in contributing to our economic
development.
Tourism also has the capacity
to deliver as part of export-led
economic development.
The challenge is to build on the
excellent tourism product that we
have on a regional basis.
In Conclusion
We need to seek the support of
the whole community and instill
togetherness in all parties / groups
involved with Tourism & heritage in
Co. Louth and the region, to include
Fáilte Ireland, Tourism Ireland, and
the Northern Ireland Tourism Board.
We need to win their support and
contribution, so that we engender
co-operation and confidence for the
future.
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
Directory of Tourism
Information Centres
Louth holidays
County Hall, Dundalk
t + 353 42 9324106
e info@louthholidays.com
w www.louthholidays.com
Carlingford tourist office
The Old Station House, Carlingford
t +353 42 9373033
e info@carlingford.ie
w www.carlingford.ie
Drogheda tourist office
The Tholsel, West Street, Drogheda
t +353 41 9872843
e tourism@drogheda.ie
droghedatouristoffice@gmail.com
w www.drogheda.ie
Dundalk tourist office
Jocelyn Street, Dundalk
t +353 42 9335484
e dundalktouristoffice@eircom.net
w www.louthholidays.com
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newry tourism information Centre
Bagenal’s Castle, Castle Street,
Newry, BT34 2DA
t 028 30313170
e newrytic@newryandmourne.gov.uk
w www.visitnewryandmourne.gov.uk
armagh tourist office
40 English Street, Armagh, BT61 4BA
t 028 37521800
e info@visitarmagh.com
w www.visitarmagh.com
Brú na Bóinne / newgrange
Boyne Valley Visitors Centre, Donore,
Co. Meath
t +353 41 9880305
e brunaboinne@opw.ie
w www.meath.ie/tourism
Battle of the Boyne
Battle of the Boyne / OPW
t +353 41 9809950
e battleoftheboyne@opw.ie
w www.battleoftheboyne.ie

meath tourism Ltd
Meath Tourism Ltd
Ashbourne Civic Offices ,
Killegland Street, Ashbourne
t +353 1 8358022
e info@meathtourism.ie
w www.meathtourism.ie
Dundalk museum
Carroll Centre, Roden Place, Jocelyn
Street, Dundalk
t +353 42 9327056
e info@dundalkmuseum.ie
w www.dundalkmuseum.ie
millmount museum
Millmount, Drogheda
t +353 41 9833097
e info@millmount.net
w www.millmount.net
newry & mourne museum
Bagenal’s Castle, Castle Street, Newry,
Co. Down, BT 34 4AD
t 028 30313182
e museum@newryandmourne.gov.uk
w www.bagenalscastle.com
Louth County archives
Old Gaol, Ardee Road, Dundalk
t + 353 42 9339387
e archive@louthcoco.ie
w www.louthcoco.ie
highlanes Gallery
Laurence Street, Drogheda
t +353 41 9803311
e info@highlanes.ie
w www.highlanes.ie
Kitesurfing in Blackrock
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useful Websites
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www.louthholidays.com
www.carlingford.ie
www.dundalk.ie
www.drogheda.ie
www.louthcoco.ie
www.newryandmourne.gov.uk
www.meath.ie/tourism
www.dundalkmuseum.ie
www.highlanes.ie
www.bagenalscastle.com
www.loutharts.com
www.dkit.ie

Notes
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L o u T h E C o N o m I C F o r u m 1 0 P o i n t P l a n
Notes
Page 32

outh
oca
authorities
LOuTH
ECoNomIC Forum
For more information Contact
Louth Local Authorities
County hall
Dundalk
Co. Louth
t +353 42 9324230
F +353 42 9334549
e info@louthcoco.ie
W www.louthcoco.ie
designed by element design 042 9327943