Ballyhoura Country Area Tourism Development and Marketing Strategy - Plan to 2020


Ballyhoura Development is Ireland’s most successful community-led local development company. Through the company’s efforts, Ballyhoura has been established as Ireland’s foremost rural tourism destination. The model of local development which Ballyhoura Development has implemented has received international recognition by being included as a model of good practice in the OECD report Best Practices in Local Development (2001).

TDI has carried out a number of strategic tourism assignments on behalf of Ballyhoura Development. These include ‘Ballyhoura Attractions’ Cluster development Strategy’ and the ‘Ballyhoura Country Area Tourism Development and Marketing Strategy – Plan to 2020’.

Ballyhoura is also a preferred destination for TDI international study tours where participants are afforded the opportunity to see best practice in rural tourism.

Project Objectives:

The objective of these projects was to provide an integrated approach to the planning, development and monitoring of sustainable tourism in Ballyhoura.

Project Activities:

  • Assessment of existing product offer (Heritage and cultural assets, natural resource, ‘rural’ experiences)
  • Market research to identify market potential and new product development opportunities
  • Consultation with public, private and community stakeholders
  • Examination of linkages and ‘product clustering potential’
  • Evaluation of current marketing approach and activities
  • Tourism product development recommendations
  • Market positioning and marketing planning
  • Tourism strategy formulation
  • Implementation framework and action planning
  • Economic impact assessment

Project Outcome and Impacts:

Many of the key recommendations from ‘Ballyhoura Attractions’ Cluster development Strategy’ have been implemented including those relating to activity tourism and cycling in particular. Ballyhoura mountain bike trails is now the largest trail network of its kind in Ireland.

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