The Clare Champion Clare news, sport, entertainment and local notes
SHANNON Heritage, the tourism and heritage subsidiary of Shannon Development, recorded an increase of 5% in visitor numbers last year, according to the annual report.
“Shannon Heritage numbers are up 5% with 436,300 visitors recorded for all sites and evening entertainments. The company now offers Irish and international visitors a calendar of 14 special events throughout the year, which have particular appeal to the domestic market,” it states.
The report also outlines its impact on the local economy. “The Shannon Heritage operation is vitally important to tourism in the region, as it continues to annually contribute an estimated €15 million in revenue to the local economy. The company employs a total of 280 people in peak season and indirectly supports many more jobs in the wider region in terms of spin-off businesses in the accommodation and tourism services sectors.”
It also referred to the proposed development of a new tourist attraction at Bunratty. “Shannon Development is seeking expressions of interest for a major new international visitor attraction on its 120 acre landbank next to the world famous Bunratty Castle and Folk Park in County Clare. Research carried out by Shannon Development identified a number of possible suitable projects for the site, among them a diaspora visitor centre and genealogy centre and a themed family adventure park.”
Work is continuing on the promotion of Shannon Airport, the report added. “A new Shannon Region Airline Route Support Fund was initiated during the year. The new fund will allow the Shannon Region to compete for strategic international air connectivity at Shannon Airport for the benefit of the wider region and the West of Ireland.
“The fund will be governed and managed by an independent board, which will work to encourage the development of new air links and, therefore, connectivity to Continental Europe in particular but also to North America, Asia and domestic destinations. In addition to the benefits of inbound tourism, the fund should also improve accessibility and competitiveness for the region’s businesses by developing close links with international markets and cutting travel time.”
It has been active in promoting Shannon Airport, with initiatives in other countries aimed at increasing visitor numbers.
“Shannon Development undertook a major targeted drive to stimulate additional tourism business for Shannon Airport and the Shannon Region. Among the targets achieved by the company in 2011 was the signing and implementation of 19 separate national and international tourism marketing agreements with airlines, tour operators, travel agents, corporate businesses and holiday companies in North America, the UK, Europe and Ireland.”
The company’s tourism marketing section has taken steps to increase awareness of the region in America, the report claimed. “During the year, Shannon Development’s tourism marketing team and trade representatives attended 46 national and international trade and consumer tourism events in six countries, promoting the Shannon Region to an audience of over 2.2 million potential visitors.
“In addition, a further 23 sales and marketing missions were carried out, specifically focused on developing new and existing business relationships internationally.
“Representatives from Shannon Development and the Shannon Region tourism trade undertook a major marketing sales blitz in Boston, New York, San Francisco and Los Angeles targeting influential tour operators, incentive agents, conference organisers, travel agents and media.
“The company also supported national and international travel media visits to the region, in conjunction with Tourism Ireland and Fáilte Ireland, which resulted in major articles and broadcasts worth over €33m in equivalent advertising value.”
