Project Team: Dr. Anthony Foley ([email protected]), Ms. Anne-Marie Frampton ([email protected]), Mr. David Haberlin, Dr Mary T. Holden ([email protected]), Dr. Felicity Kelliher ([email protected]), Dr. Patrick Lynch ([email protected]), Ms. Martha McIlvenny ([email protected]), Dr. John Power ([email protected]), Dr. Leana Reinl
This project was funded by the European Regional Development Fund (ERDF). It had a lead time of 12 months, and commenced in January 2012. The TWIGS project was a joint Wales / Ireland initiative funded by the ERDF under Interreg IIIA Community Initiative Programme 2000-2006. The project partners for Ireland included Fáilte Ireland and the LEADER groups of Carlow, Kilkenny, Tipperary, Waterford and Wexford. The project partner for Wales was PLANED (Pembrokeshire Local Action Network for Enterprise & Development).
The Project Aim:
The main objective of the TWIGS project was to enhance the development and marketing of rural tourism products in the relevant regions resulting in the generation of higher spend on distinctive, authentic experiences, and the even distribution of increased visits throughout both the relevant regions and calendar year. These objectives of the initiative included the following:
- Facilitate the collaboration of agencies and communities in the relevant regions in to develop a community action plan for the integrated development of quality ‘green’ tourism.
- Develop best practice in the development of authentic, rural tourism which is market-led, culturally sensitive and environmentally sustainable through sharing and exchange of knowledge.
- To engage local communities in the process of identifying opportunities suitable for the development/further development of quality ‘green’ tourism.
- To encourage tourism service providers within areas identified to participate in awareness raising and training programmes aimed at achieving quality enhancement, to include enhanced ICT capacity, and to promote the economic and environmental benefits of ‘green’ tourism.
Methods:
The objectives of TWIG were achieved through market research, community facilitation, training and implementation of both a pilot eco-label, and marketing programme.
Engagement Activity:
The TWIGS process included a comprehensive training needs analysis of participating tourism firms, and the design of action orientated, case study based workshops and educational visits. The process also involved self-assessments and development of action plans, which the participants implemented in their businesses. Recruitment of 66 Micro Service Providers to participate in relevant and action oriented training in key areas such as Cooperative Marketing and Eco Awareness. Through a field trip to the Welsh partner, 35 participants met service providers exhibiting best practice in Eco Awareness (January 05).
Impact:
A major impact of this project was the development of an innovative facilitators such as the TWIGS Green Directory – a source of over 300 green suppliers, a Consumer Profiler Research Programme and a Descriptive Image Research Study. The network was further strengthened by the Cooperative Marketing element of the Business Development Programme where emphasis was put on rural tourism providers working cooperatively together to create a holiday package by bundling their product with a range of activities, events, festivals and special interest products. Another major outcome was the development of a special market website to link participants to prospective customers.
RIKON 2013.