Plean Turasoireachta Béal Átha

ActiveMe Tourism Media and Heritage Services
6 Marketing Plan
Destination Béal Átha an Ghaorthaidh
6.1 Introduction
“Marketing starts on your doorstep” and this is where Destination Ballingeary starts! The recent
meeting and questionnaire highlights the importance of knowing what is on our doorstep, word of
mouth and the interest and enthusiasm that exists for all to work together. It also shows that with a
good practical plan, realistic targets, good leadership, guidance and supports, communities and
business can come together and promote Ballingeary.
Ballingeary has three major qualities for tourism:
• It is retains the culture and spirit of Ireland’s rural areas and small villages.
• It is located within an area of outstanding natural beauty and a landscape that lends itself to
many outdoor activities of both Soft (gentle and relaxing) and Hard (physically demanding
activities).
• There are a number of major built heritage, natural and cultural features with the potential to
act as major attractors to the area.
By partnering with nearby attractions, villages and other marketing groups, Ballingeary can achieve
greater results from its marketing funds. It is somewhat evident that the vast majority of tourists to the
area visit Gougane Barra and skip passed Ballingeary. The challenge is therefore to turn this problem
into an opportunity and take advantage of visitor numbers by adding to the offering, providing additional
accommodation options and more ‘things to see and do’ to visitors who want a bit of culture, dip into
nature and love idea of a rural getaway.
In order for Ballingeary to achieve substantial growth in the economic benefits it receives from tourism,
the following basic strategies are needed. Firstly, broadening its market appeal beyond Gougane Barra
into food and more and secondly strengthening of the appeal of its outdoor activities.
Vision: In Summary, the Plan aims to establish Ballingeary as an outstanding Tourism destination in
the Heart of West Cork offering an exceptional range of quality experiences in heritage, food, outdoor
activities and living and built cultural heritage that will bring significant socio-economic benefits to the
residents and businesses of the area, improve quality of life and a better experience for the visitor.
There are 3 key interconnecting strands to the implementing of the Marketing Plan:
1. The local market and communities – building the Ballingeary Brand
2. The Domestic Market – Walkers, Cyclists, Over 55s, Connected Families & Footloose
Socialisers
3. The Overseas Market focussing for the first 3 Years on the Great Britain and German markets
– Culturally Curious and Great Escapers
It will be vital that business and regional groups support and integrate the Ballingeary Marketing Plan
into their own promotion platforms and activities. This will be a defining element of the Plan.