Newry, Mourne & Down District Council
Newry, Mourne and Down District Council commissioned TEAM to prepare a new tourism strategy for the period 2016 to 2020. The idea was for it to be a ‘road-map’ for the Council – and its various public and private sector partners – to increase visitor spend from an initially low base.
The first step was for TEAM to provide research and analysis. This included reviewing tourism performance, key market and industry trends, reviewing best practices and developing a benchmarking methodology. This phase was followed by stakeholder engagement – using an electronic survey to gain further insights on issues, gaps and opportunities. This led to the development of an initial concept vision and priorities.
The strategy was developed by providing an overview of the current situation and summarised targets for growth, the draft vision and strategic priorities. A framework document became the draft road map for implementation. The consolidated action plan and implementation plan identified developmental targets and actions, resource requirements, as well as roles and responsibilities.
The process involved a series of workshops, including a Destination Marketing workshop, and considered the impact on the local accommodation sector and infrastructure. The workshops were used to identify existing weaknesses and explore potential opportunities that could be used to heighten the appeal of the area.
This work is ongoing.