How to leverage Irelands Greenways for your business
Last January we wrote a blog on the Great recovery in the Great Outdoors. Seeing as we are still waiting on a roadmap for reopening, it seems more and more likely that the outdoors is where it will be this year in regards tourism this year. Over the past number of months we have seen more and more funding provided for new greenways, walking trails and parks all over the Country. These will be a great asset to our tourism offering but how do you leverage Irelands greenways for your hospitality and tourism business.
We have looked at some of the established Greenways like the Waterford greenway and the Great Western Greenway to see how tourism businesses have taken opportunities to increase revenue from their establishment. New greenways such as the The Royal Canal Greenway and the Great Southern greenway have opened or are just about to. Here are our top tips to promote your business to attract more customers using these greenways.
- Offer packages
Failte Ireland and local authorities will be promoting the new greenways with big marketing budgets. Make sure you have developed specific packages to appeal to all segments of the domestic market that you think will use the greenways. Families, couples, groups of friends etc. The Park Hotel in Dungarvan has a brilliant package that can include adults and children. They include bike hire and dinner on one evening. More importantly they have a dedicated landing page on all the information you would need on the Waterford Greenway. Make sure to have downloadable maps available as well as physical ones on the premises.
- Offer Bike hire or collaborate with someone who does
A great way to offer more value to your guests stay or as an add on for your tourism business is to offer bike hire for your guests and visitors. Maybe some of your guests hadn’t planned to take a bike ride during their stay but if they take you up on it its an extra revenue stream and they are sure to tell others about it. Install bicycle parking also to create more awareness for visitors. If bike hire in your business isn’t an option then collaborate with someone who does offer it. They in turn can provide a referral link on their website for your business. A win win situation.
- Make your staff your ambassadors
Take a day (maybe before reopening) and hire out some bikes for your staff to take a cycle or just a walk on the new greenway. Your staff will then be your ambassadors for your greenway package, bike hire, picnic offering etc. Use their photos to post on your social media and provide some great morale in the process.
- Develop a greenway food or drink experience
The Waterford greenway is a perfect example of a greenway food experience. In 2018, Fáilte Ireland unveiled plans to make the Waterford Greenway a top culinary destination with the potential to attract more overseas visitors and drive significant growth in the area. All food operators should leverage their closest greenways to develop an authentic food offering. Whether it’s a particular dish on the menu like- “Greenway mixed Grill” or a picnic offering for guests, or a greenway brew. Dungarvan brewing company launched their “Greenway Beer” in 2018 and promote it as a “perfect restorative beer after a (long or short!) trek on our coastal route.” Mulranny Park Hotel also have a “Gourmet Greenway Getaway” package.
We will all be jostling for competition this year once a reopening date is announced so make sure you leverage and local outside amenities to your advantage.
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For help on how you can market your local activities prior to reopening just contact Helen from Back Office Marketing on firstname.lastname@example.org
Some good ideas there Helen. We love number 3 about making your staff ambassadors.
Thanks Kieran- hopefully we will all be able to get out and about more soon!