Clare 2030: A vibrant new future
Guiding our Journey to a Vibrant New Future
County Clare Tourism Strategy 2030
In early 2019 Clare County Council embarked on the development of an “evidence based, forward looking, innovative tourism strategy, which … (would) set the direction for tourism product development, marketing / promotion and public and private investment over the next ten years”.
Main Briefing
At the outset of the planning process, led by Clare County Council, facilitated by TEAM Tourism Consulting and partnered with Fáilte Ireland and Shannon Group, there was recognition that the spectrum of development across the county and the level of benefits being derived from tourism varied significantly. The onset of the pandemic, before completion of the process, only accentuated the importance of ensuring that the ten-year strategy having real potential to drive change and sustainable tourism growth in order to spread the benefits of Tourism across all communities of the County.
Overview of the Strategy: Vision 2030
CLARE is a globally renowned sustainable and vibrant destination, recognised for its compelling array of adventure activities and its remarkable experiences portraying our rich culture-scape of ageold spirituality, power and influence; our contemporary vitality arising from our deep-rooted traditions in music, sport and innovation; our dynamic rural towns and villages where our hospitality excels
– all set within our stunning backdrop of unique and varied living landscapes.
Tourism is a core sector of County Clare’s economy. In assessing the natural and cultural assets (as can be demonstrated on www.clare.ie/share) of County Clare, it became apparent that the county had a diversity of landscapes, a depth of history, and an independence of spirit that is difficult to find anywhere else in Europe. Areas such as the Burren and Cliffs of Moher UNESCO Gnlobdal Geopark, the
Wild Atlantic Way, the inland waterways of Lough Derg and Ireland’s Hidden Heartlands as well as the Shannon estuarine waters, combined with the trail networks, the wide array of cultural legacies of past eras, the contemporary arts, traditional music and local foods, and the inherent sense of well-being – together form a strong resource base for tourism. The strategic assessment undertaken for the process clearly demonstrated that the many communities of Clare are proud of what they have to offer and are focused on maintaining the integrity of everything that makes Clare a special place to visit.
Key to building a stronger and more dynamic destination, is the development of a narrative that encapsulates what
Clare has to offer and simplifies the messaging in the minds of the visitor, the trade and industry. A creative framework was developed around the ‘promise’ – DISCOVER CLARE – FEEL VIBRANT - in a land that pulsates with the “heartbeat of ancient stones”. Four experiential themes highlight areas that particularly align destination strengths with market trends, and offer the most potential for development – namely:
• Experience our HOLISTIC LANDSCAPES
• Explore our HIGH TOWERS
AND HIGH POWERS
• Pursue our ADVENTURE
AND FAMILY FUN
• Celebrate our CREATIVE VITALITY
Launch of the Strategy to include the Integration of all Key Stakeholders
A new Tourism Advisory Forum has been convened by Clare County Council and Fáilte Ireland in order to stimulate dialogue, strengthen links between stakeholder groups and provide advice to Clare County Council on issues and opportunities relating to tourism in Clare. The Clare Tourism Advisory Forum is Chaired and Vice Chaired by the local Tourism Industry.
The Clare Tourism Advisory Forum began its work on implementing the Clare Tourism Strategy 2030, by their rounded approach to the online launch of the Strategy, through presenting a unified message that profiles the entire county and brings our narrative to life. This is one of the first of its kind in terms of a longterm Tourism Strategy to be launched with full consideration given to the effects of the Covid-19 Pandemic.
The message of the Clare Tourism Advisory Forum builds a sense of cohesion and common understanding within the tourism community that has been established through scheduled and actively participated Meetings, ultimately bringing the context within the Strategy to Action.