Presentation given by Judith Annett from Countryside Consultancy at Clones Canal Conference 9/3/12

1. WHAT MAKES A SUCCESSFUL INLAND
WATERWAY REGENERATION STRATEGY AND
HOW DO WE TRANSFORM AND REALISE
STRATEGIC OBJECTIVES INTO ECONOMIC
IMPACT AND REGENERATION ON THE
GROUND?
Judith A Annett
Countryside Consultancy

2. Knowing what you want to
achieve
Being clear about what the objectives
are:
e.g.
1. Restore the Royal/Ulster/Lagan/Newry
Canal/Navigation
2. Stimulate economic development
3. Maximise recreation/tourism potential
4. Adjust recreational use – more facilities for types
of people or types of activity
5. Manage what is happening now to improve
quality and safety
6. Bring a waterway into greater use

3. Knowing what you want to
achieve
1. Make more connections between the waterway
and surrounding communities or businesses.
2. Develop an economic corridor with a waterway
at the heart.
3. Regenerate/renew/restore/reopen former
infrastructure and services
4. Provide new sustainable transport opportunities
on and off the water
5. Create a new transport corridor (commercial
potential of the waterway transportation
opportunities for heavy, bulky loads)
6. Decouple water recreation growth from a growth
in water rescue call outs
7. Provide a corridor for wildlife

4. Scottish Millennium Link - Falkirk
maximum sustainable benefit from the Millennium Link to the
economy, tourism profile, environment and image of the Council
area, and to Central Scotland generally;
promote urban regeneration, through the bringing back into
productive use of vacant, derelict, underused and contaminated
canal-side sites;
to conserve and enhance the unique environment and heritage
to ensure that local communities and voluntary organisations are
involved
to create a safer and more secure canal environment
social and economic benefits to disadvantaged communities
to ensure that development is properly linked with adjacent
communities, countryside, tourist facilities, transport and other
infrastructure; and
to achieve development which is commercially viable and
sustainable.

5. Falkirk Achievements
Over 400,000
visitors a year to
the Falkirk Wheel
Regular visitor
boat trips
Canalside
business/offices
Boats on the water
Events
Higher value
waterside property
Part of the bigger
Millennium link

6. Scottish Waterspace Strategy
(in development)
The Waterspace Strategy explores
how can we encourage
more people to live, work
and play on the water?.

7. Knowing what others want or
need to achieve
National agencies and national needs - drivers
e.g. rural development targets, tourism
targets, sports participation targets, activity
tourism targets, reduction in deprivation status
of communities, reduction in depopulation
Local government drivers – local participation
and
opportunity, jobs, infrastructure, transportation
Statutory functions – water
levels, drainage, promotion etc
Tourism and recreation providers – providing
customers
Service providers

8. Knowing what others want or
need to achieve
Users and their representative bodies –
IWAI, ISA, ICU, Anglers
Land owners and people who hold
rights – access, water, fisheries
Environmental designations –
national, international
Water management priorities – e.g.
meeting the requirements of the
Water Framework Directive
Electricity generation
Better conditions for migratory fish
Ecosystem services from waterways –
provisioning, regulating, cultural,

9. Facts and key messages
Strategic planning involves making choices and leaving some
things out
Waterways will not be able to supply everything that people
want so strategies should not just be the sum of a consultation
process
Waterways are sensitive areas from an environmental point of
view so there are or should be constraints and management
Infrastructure on its own doesn’t guarantee development
Strategies that harness people’s energy and enthusiasm towards
shared objectives are the best kind
Strategies needs to be geared to the right markets and be
based on something they want
Specialist water activity visitors do not regard themselves as
tourists
Consultees are not always right!
Money from overseas visitors has a greater impact on the local
and national economy

10. Waterways Strategies/Studies
Lough Neagh Management Strategy, Sustainable Recreation
Framework and Lough Neagh Strategic Fund
Lough Derg Strategy
Shannon Series –
Mid Shannon and Lough Ree
North Shannon and Shannon Erne
Erne
Barrow
All designed to create a stronger tourism economy associated with the
waterway corridor and to improve opportunities for recreation
Lagan Reopening
Newry Canal Reopening
Dublin City Canals
Ulster Canal Erne – to Clones ( and beyond)
But no overarching strategy for Ireland’s Waterways

11. Markets
Markets (people) need to be at
the heart of a strategy
Work with the ‘best prospect’
markets
Remember that waterway
economies are largely driven
by those on the banks
Capitalise on the work done
by others whether
FI, NITB, Tourism Ireland or
existing marketing initiatives
e.g. Lakelands and Inland
Waterways
When working with specialist
markets be clear about the
segments

12. Capitalising on marketing effort

13. Markets for Ireland’s Inland
Waterways
Sightseers and Culture Seekers ( mainly overseas)
Responses to Ireland Experiences offered in Lakelands and Activities offered in Lakelands and
Inland Waterways area Inland Waterways area
Emotional spiritual Shannon and Erne Journeys – car and Cruising
Discover boat based Sailing
Freedom Special Landscapes Nature
Live the culture Historic Houses, Castles and Gardens Golf
Journey Christian Heritage Walking
Learn Equestrian
Understand Cycling
Canoeing
Bird watching
Angling
Domestic visitors
sightseers and culturalists, The main emphasis within the sightseers and culture seekers market will be on the
journeys and the experiences and will be based on the same themes as for the overseas markets.
family and loved- ones, being and doing together as a family, skills
outdoor actives -j ourneys
specialist markets. –infrastructure and services, skills, events

14. Lakelands and Inland
Waterways Strategic Plan
Discover Freedom

15. Waterways Strategies
Achieving economic
development involves
delivering the promise

16. Waterways Ireland, Failte Ireland, County
Councils, Fermanagh DC
Product
Development
A series of product
development strategies that are
designed to deliver the
‘Discover Freedom’ experience.
• for Ireland’s
boaters, kayakers
walkers, cyclists, riders, day
trippers
• For overseas visitors who want
to tour the area
• For specialist visitors such as
cruising, canoe trail users etc.

17. Delivery/Implementation
Local Food
Landscape
Availability
Settlement quality
Water Quality
Signage and routing
Rural heritage
Language Skills
Key views Protect Enhance
Destination development and management
Promote Develop Local Guiding
Sustainability
Local Food Local Activity Skills
Local Culture Natural heritage attractions
Access infrastructure
Events
Visitor routes
Arts and Crafts
Events

18. Overseas (touring)
Journeys based on visitor interest and following the waterways
Historic houses, castles and gardens.
Christian heritage
Hubs to explore natural heritage.
activity hubs with a particular focus on activities that can be
booked on the day, or at short notice and choice of things to do
every day
literary heritage of the area and related events and festivals
Waterbus services and or more linkages between existing boat
trips to allow the visitor to travel the Shannon and Erne systems
without a car.
coordinated events programme and provision of more high-profile
events
Further development of waterways infrastructure to support
recreation and tourism
cycle, canoe walking and equestrian trails
Working with the cruising sector to increase flexibility and provide
for shorter stays and combined interest holidays
Discover days for the trade – knowing what is on the doorstep

19. Domestic and specialist markets
Family and Loved ones
activity hubs to include family and children’s activity and with an emphasis
on summer schemes and book on the day and choice of something to do
every day activities and programmes
Increase extent of packaging accommodation and activities for families
More opportunities to get onto the water in the area
Outdoor Actives
Development of activity provider and accommodation links.
Outdoor provider staff development programmes focussing on provision for
adults and families in a holiday and journey context. Focus on customer
care.
Provision of activity maps linking information on land and water activities
and their relationships to activity clusters and activity infrastructure and
settlements.
Website aimed at supporting independent or DIY use of the area for
activities – e.g. for people who have their own equipment and skills

20. Domestic and Specialist Markets
Specialist Markets
Support the further development of existing centres of
excellence for angling
Implement the Inland Cruising Strategy (FI/WI/IBRA etc)
Canoe trails and infrastructure – including packaging and
outfitting support
Develop the waterway infrastructure- upgrading of
facilities, provision of services, and new destinations.
All markets
Further develop local food initiatives
Ensure an appropriate accommodation mix for each
market and in particular consider the possible under supply
of camping and self-catering opportunities

21. Partnerships for delivery
Fáilte Ireland
Waterways Ireland
All County Councils and Fermanagh DC
Local Development Groups and partnerships
(LEADER) and SWARD etc
Local communities
Tourism Trade
Boating community

22. Management is part of
delivering the promise

23. Monitoring
Set some targets for the changes you want to
see
Change the plan if it isn’t working