Developing Senior Tourism in Remote Regions (TOURAGE)

The West Regional Authority (Ireland) is one of eight Authorities established by the Government under the Local Government Act 1991 (Regional Authority Establishment Orders 1993). One of its main functions  is the adoption of the Regional Planning Guidelines under the Planning and Development Act 2000 to 2010.

 The West Regional Authority has recently reviewed these Regional Planning Guidelines and has published the West  Regional Planning Guidelines 2010-2022 the aim of which is to provide a framework for long term strategic development in the West Region. These guidelines are informed by a wide range of EU Directives as transposed into Irish law and have devised broad strategies for Economic Development, Transport and Infrastructure, Environment and Amenities as well Social Infrastructure and Community Development as well as an implementation strategy.

The document refers to the Western Regional Tourism Development Board which has a number of functions, that have been delegated through Fáilte Ireland, bringing a regional strategic development focus to tourism development strategies, examining product, enterprise support, training, marketing, infrastructure and environmental management needs of tourism in the region.

The tourism sector provides both full-time and seasonal employment in the West Region and though areas of the region are popular tourist destinations, it is necessary to sustain and promote the sector while encouraging other areas for development. 

Tourism must adapt to changing consumer trends, networking to provide a greater variety of tourism products and experiences.  Potential areas of development include ‘cultural resources’ as they are a largely untapped dimension in rural development. 

Included in the document are many policies and objectives for the tourism sector. In addition, the Authority has strong links with a plethora of Tourist Bodies at National, Regional and Local level including: Tourism Ireland, Failte Ireland, Ireland West Tourism, Failte West and  Discover Ireland.

The tourism sector will continue to be a key part of the economy of all the West Region.  This fact is emphasised in the  West Regional Authority Guidelines 2010-2022 where it is anticipated that the tourist sector and its supporting agencies should develop the potential of the key strengths of the unique tourist product available in the region.

The Authority has recognised these advantages and through its links with the relevant tourism organisations has supported the whole concept of Third-Age Tourism or what is termed in Ireland the ”Grey Market” and these facts are obvious from the available statistics where 45% of those travelling to the West region are over 45. Of those travelling from Britain over half (53%) are over 45 and of those travelling from North America almost half (48%) are over 45. Many of these are returning emigrants or the descendants of past emigration.

Senior Tourism in West Regional Authority

The tourism sector continues to be a key part of the economy in the West Region.  This fact is emphasised in the  West Regional Authority Guidelines 2010-2022 where it is anticipated that the tourist sector and its supporting agencies should develop the potential of the key strengths of the unique tourist product available in the region. 

The Authority has recognised these advantages and through its links with the relevant tourism organisations has supported the whole concept of ”Senior/Third-Age Tourism” or what is termed in Ireland the ”Grey /Silver Market ” and  these facts are obvious from the statistics in that the majority of overseas visitors to the West Region are aged over 45 and worldwide the market is growing.

The Authority has links with a number of organizations which lobby for the rights of older people in Ireland. They campaign to raise awareness of the issues affecting older people and influence government policy. They include: Older & Bolder, Older Women’s Network, and Irish Senior Citizens Parliament. 

However, from the point of view of Senior Tourism in the Region the most important body is “Active Retirement Ireland.” Active Retirement Ireland is a national network of over 480 local Active Retirement Associations with 23,000 members.

 Each local association is run by a local voluntary committee who plan and deliver a range of social, cultural, learning and physical activities based on what their members would like to do and their ability to participate. These activities include social networking through tea dances and evenings out, holidays and short breaks. Their website contains details of tourism options for their members.

In addition Tourism Organizations and Companies are now positioning themselves to take advantage of these new possibilities in the Senior Tourism sector with a particular focus in attracting Senior Tourists from the U.K where there is a market of nine million over-66s who have the time, discretionary income and inclination to travel.

The West Regional Authority has researched and identified five Good Practices associated with both of these different perspectives in Senior Tourism in the Region.