… is screwed.
That is my interpretation [and not, I should stress, to be attributed to the report’s authors, sponsors or supporters] of the results of the June 2014 report Ireland’s Inland Waterways – Review & Outlook prepared by Tourism & Transport Consult International for the Irish Tourist Industry Confederation “with support from the Irish Boat Rental Association (IBRA)” and downloadable here [PDF].
The report is well worth reading. I’ve been charting the decline in the cruiser hire industry, as indicated by Shannon lock passages, for some time now; a source within the industry told me recently that the decline was actually worse than those figures indicated. The report shows that the IBRA fleet size went from 388 in 1992 to a peak of 533 in 1997 but down to 225 in 2013.
The fleet refinancing problems look to be horrific and it doesn’t seem to me that more marketing (if marketing is taken to be Promotion rather than any of the other Ps) is going to be enough: another P, Product, needs to be redefined rather more usefully than in Tourism Ireland’s segmentation waffle about “Great Escapers” and the “Culturally Curious”. Tourism is good for waterways, but products other than (or as well as) straightforward cruising need to be offered.
And consider this:
Over the past 10 years upwards of €200 million in state expenditure has been invested in upgrading infrastructural facilities along the waterways. The investment has helped to transform the quality and quantity of moorings, navigational aids, signposting. Mooring capacity has been doubled over the period as well as the developments of several integrated harbors including berths with associated on-shore facilities including toilet and shower blocks, picnic and play areas, looped walks, etc. Such developments have taken place at locations on the Shannon and Grand Canal, including Boyle, Clondara, and Killaloe.
No wonder WI’s budget is being cut, if €200 million went to subsidising the Irish bourgeoisie rather than to bringing in more tourists. Of course if the Clones Sheugh were reconstructed tourists would come flocking from Germany, Austria and Switzerland: indeed from all around the world.
And the report says of the Lakelands and Inland Waterways Initiative, about which I have expressed scepticism,
The relevance of the well intentioned initiative and proposed branding to the cruising business was diluted by the large area encompassed by the new regional initiative and the less than adequate resources invested in effective marketing in key source markets. Unfortunately the results of the marketing effort do not appear to have raised the profile of Shannon and linked waterways.
I did think it odd that Abbeyleix got funding ….
This report is a very welcome dose of realism. I want to give it more thought before commenting on individual points, so I’ll come back to it again, but in the meantime I urge everyone to read it (it’s pretty short).
h/t Antoin Daltún