Success of Westport tourism body is hailed

The collaborative approach of Destination Westport, which is run by volunteers and works to promote the popular tourist town as well as the whole West Mayo area, has been warmly welcomed by local councillors.

Suzanne O'Brien and hotelier Joe Corcoran from Destination Westport attended last week's meeting of Westport-Belmullet Municipal District where they provided a presentation on the work of the tourism promotion body. Destination Westport consists of representatives from all local hotels in the town, as well as the town hall theatre, golf club, chamber of commerce, restaurants, pubs and other tourism-related entities. Membership fees are used to fund Destination Westport's work. 

Ms O'Brien explained that Fáilte Ireland and Tourism Ireland are strategic partners and "we all work together [to] benefit tourism in the area". 

She revealed that “core funding is provided by the owners of the hotels” through a levy of around €65 on each of the 960 hotel rooms available in Westport. She thanked Mayo County Council for an allocation of €10,000 this year, adding that hotel and business owners also contribute around €25,000 in competition prizes, all supporting tourism in the area, adding that volunteers “put in a huge amount of work". 

She said Destination Westport's hotel members employ around 1,400 people and welcome more than 500,000 overnight guests each year, while the organisation contributes over €1 million annually across the nine hotels on commercial rates.

She said one of the key projects is growing the organisation’s digital presence with €25,000 spent on digital this year, garnering 8.3 million social media views. Some 10,000 people were on the organisation's mailing list (50% Irish, 30% international), including more than 4,000 who have entered competitions. 

"They are subscribing to hear about what is happening in Westport and the region and we are always feeding that information out.

“There are a lot of eyes on this website, with great interest in our coverage, such as on how to climb Croagh Patrick and how to tour Clew Bay.” 

The organisation is currently developing a new website and a new booking engine.

Ms O'Brien pointed out that in the absence of a tourism office in Westport, the organisation has installed a digital information screen in the town hall and would like one to also be funded at Ireland West Airport, a key entry point for travellers to the west. She also asked if the regular banners flown across Bridge Street could be used to promote some local events.

"There is real growth here and real excitement around the potential for growth here," she said, adding that the new Westport House Estate project is going to give visitors, especially American visitors, reasons to stay longer and explore the whole area.

Noting that 890,000 views on social media related to the recent visit of Canadian President Mark Carney to Mayo, Ms O'Brien said this proved there is a “real appetite for us to do more in the international space".

Local councillors expressed astonishment at the work and scope of the organisation, with Cllr Brendan Mulroy saying the model was fascinating. 

“To think any town would come together and businesses work out what is best for our town rather than people acting individually shows great leadership and vision”, he said, adding: “Joe Corcoran deserves great credit along with his family for what they have done for this town. If we lost tourism, we would be finished as a town.” 

He also acknowledged all those who are so generous in sponsoring prizes, remarking: “The destination should be Westport because it is the best place to live in Ireland.” 

Cllr John O’Malley agreed Destination Westport “is a great set-up and will serve us well getting people in”, adding: “It shows when people are not selfish about their own business and spread it out, you can see where it works and the town works better. Well done.” 

Cllr Chris Mawell welcomed the “top class presentation”, saying he was very impressed by the inclusivity element. He welcomed the ongoing work on the R335 road to Louisburgh and asked for support in getting it developed “all the way to Aashleagh Falls, to realise the fantastic potential from Delphi to Clare Island". 

Cllr Paul McNamara said the fact the hotels were contributing €65 per room towards Destination Westport “is an amazing story".

"It takes collective businesses to come and sit together around the table as one, which rarely happens, so I acknowledge the success of Westport and what you have created here.” 

He added that places like Achill, Belmullet, Louisburgh, Mulranny and Ballycroy depend so much on Westport because “while we are also real tourist destinations, we cannot sustain the numbers Westport can and like Knock Airport, we depend on Westport to get the tourists in". 

Cllr Sean Carey praised the organisation for all the great work it does, saying: “It should be a template for others to follow.” 

Cllr Gerry Coyle praised the Corcoran family for their sponsorship of many community events and groups, adding: “We are all in this together and I love that your focus is on the region.” 

Cllr Coyle highlighted the €1 million annual rates contribution, describing it as an amazing amount of money that could benefit the whole area and bring tourists in, and queried whether Mayo County Council was helping the organisation at all.

Joe Corcoran replied that while the council gave some funding for digital screens and promotions last year (€10,000), previous funding of €20,000 annually from the former Westport Town Council, as well as match funding from Fáilte Ireland, was sorely missed.

He assured the forum that “whatever funding we get it is very well spent” while the marketing people involved in the organisation are professionals working for the hotels who then work in a voluntary capacity promoting the entire area.

On being pushed to state the funding figure needed by Destination Westport, Mr Corcoran suggested “maybe 10% of the rates”, saying it was really difficult to be always tapping into councillors' General Municipal Allocation (GMA) funding, going on to point out there is a shortfall every year, as he added: “Really, I think it should be coming from a central fund.” 

Cllr Peter Flynn said that after 25 years in operation, the figures cited by Destination Westport “speak for themselves”. He said given that the Westport hotels alone contribute €1 million in rates exposes the reality that “if the tourism product is damaged, the whole West Mayo area will suffer” and noted that while money was ringfenced by the local authority in the past, it was now up to councillors to do what they could with their GMA. He added: “I have allocated €5,000 anytime I get the call as I really appreciate how important the whole hotel industry is to Westport and the wider area. Hotels are like mini-industries, there for the good times and bad and we have to be giving more back. In effect, we are giving nothing, bar the scrapings of a barrel.”

• Published as part of the Local Democracy Reporting Scheme.