Discover Rural Derry

Derry is looking towards the future with the launch of a programme aimed at boosting economic prosperity through the development of rural tourism, it was announced today (Friday 27th January).

‘The Faughan Valley – Discover Rural Derry’ initiative will focus on attracting more visitors to the surrounding countryside by exploiting its rich natural assets and varied attractions.

The programme stems from the first stage of the Tourism Development Strategy – Focus on the Future 2009-2012 – which was devised by Derry City Council in association with the Northern Ireland Tourist Board and economic regeneration body ILEX.

“Our primary objective is to increase visitor numbers, dwell time and spend within the rural area of the Derry City Council district,” said Aeidin McCarter, the Rural Tourism Officer. “We have a wonderful offering beyond the City of Derry and we need to tell more people more about it.

“The development of a rural tourism programme aimed at local, national and international markets was one of the main opportunities identified in the Strategy, so we know there is great scope to grow provision and boost revenue in that sector.

“We are working alongside a range of local providers, tourism bodies and stakeholders so new and developing products complement the City offering, meet visitor expectations and showcase our main attractions.”

As part of the marketing programme, which is funded by ARC North West through the Rural Development Programme, Derry City Council will be working closely with Derry Visitor and Convention Bureau to exploit opportunities for City & Countryside Breaks.

“In the period January – June of last year, the City of Derry saw a very gratifying 48% rise in visitor figures, particularly international visitors from the European market,” said Aoife Thomas, Business and Leisure Tourism Executive of DVCB. “This was due to a number of factors, not least the positive news stories surrounding UK City of Culture.

“The challenge for all of us over the next few years will be to grow those primary and secondary markets and access increased funds to ensure Derry City leverages every opportunity to increase our market share, particularly to the benefit of the wider rural area.”

There are already 24 accommodation providers in the rural Derry area, half of them self-catering, and by the end of this year the majority of local hotels will be 4*. The key consumer markets are activity-based short breaks for families, mid 50s+ and special interest groups, with two out of three stays being self-catering.

Aeidin McCarter added: “There is huge potential to grow and expand these target markets, particularly as we gear up for the City of Culture in 2013. An important aspect of this development will be for all stakeholders to work together to ensure a consumer-focused approach.

“For example, we need to look at the potential for additional indoor activities in the rural area, widening our appeal to younger visitors and making the most of the fantastic natural attractions that are some of our best kept secrets!

“We are also conscious of the need to ensure people working in the tourism and hospitality sector are fully aware of any funding opportunities and helping them to self-market to leverage the benefits of increased tourism well beyond 2013.”

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