Ireland's Hidden Heartlands publishes Toolkit to guide communities planning walking festivals

Fáilte Ireland / Ireland's Hidden Heartlands hosted a strongly attended Community Walking Trails Networking Workshop in the County Arms Hotel Birr recently.

This important and informative event was attended by local tourism businesses and members of the local community in the Ireland’s Hidden Heartlands region and it focussed on discussing walking trails and walking festivals and how festival committees can enhance the visitor experience of a destination.

The event coincided with the launch of Fáilte Ireland’s Walking Festivals & Events Toolkit which provides local communities with a guide on how to organise sustainable walking events and festivals that will highlight the area’s unique outdoor offering and attract potential visitors. The guide can be downloaded at www.failteireland.ie
/IrelandsHiddenHeartlands

During the day-long Workshop a number of members of Fáilte Ireland's Ireland's Hidden Heartlands team shared their thoughts, ideas and plans on promoting walking in the region.

Paddy Matthews, Head of Ireland's Hidden Heartlands (IHH), opened the Workshop with an excellent introduction during which he pointed out that opening the outdoors is a strategic objective for Fáilte Ireland, “And what better way to showcase the outdoors in Ireland's Hidden Heartlands than a walking festival. In Ireland's Hidden Heartlands, there are already a number of well-regarded walking festivals throughout the season, with more coming on stream.”

He pointed out that in planning and organising walking festivals and events, we all need to ensure they are environmentally and economically viable, as well as being enjoyable and social events. “That's where our Toolkit comes in. It's full of guidance to help you and your community get your ideas off the ground, attract visitors to your part of Ireland's Hidden Heartlands and keep them coming back. Throughout the Toolkit you'll find hints and tips while the appendices contain handy templates.”

Paddy said the seed for a successful walking festival can be an idea raised at a community meeting on a dark night in November; “but there's lots to be done to turn that idea into a memorable festival with a reputation for wonderful walks, stunning scenery and friendly people. The output can be a compelling event in your community that delivers a high quality visitor experience. We look forward to walking the journey with you.”

Paddy pointed out that 14 walking festival committees from the Ireland's Hidden Heartlands region were asked to put their thoughts and advice into the Toolkit. “A lot of people with a lot of experience have contributed to this publication,” he said.

The IHH Head said the region doesn't have the high visitor numbers of the west coast and many people see it as a place to simply pass through. However, for the more discerning tourist the region has much to offer, including engaging with local communities, enjoying the splendid walking which is on offer and participating in the many festivals. “We can provide those things which Slow Tourism is all about, we can give visitors places and experiences which contribute positively towards their mental wellbeing.” He said a lot of visitors visit IHH for the walking. He added that tourism in IHH would be infinitely poorer if it wasn't for the spirit of volunteerism which is very strong in the region. Festivals, he continued, display the healthy pride communities have in their areas; and they give communities the opportunity to show their homeplaces flourishing and thriving. “Festivals also make the community look very attractive for those looking in from the outside.

“When IHH engages with festivals and communities we strive to match the energy and enthusiasm being displayed by the communities. However, if I'm being brutally honest, I think we should be doing more; we should be bringing more energy and more supports.

“Today's workshop allows us to focus on festivals, walking and communities. It also allows us to network with others and share our experiences.”

Bernadette Mullarkey of IHH said she was delighted to see such a good turnout of people for the Workshop. She said IHH now has a footprint in eleven counties. “It covers a region of thriving communities with a splendid natural tapestry. Nearly every county has a festival of walking. Two of the biggest walking festivals in IHH are the Slieve Bloom and Ballyhoura festivals. 50% of the visitors to the IHH region will enjoy one of the signposted walks. They visit year round, from January to December.” She said the Toolkit will help everyone, from those organising a one day event to a multiple day event.

The Toolkit is divided into six sections: 1. Organising and managing the festival. 2. Route planning. 3. Finance. 4. Marketing. 5. Health & Safety. 6. After the festival.

Jana Mannion, Tourism and Marketing Officer for Ballyhoura Walking Festival, addressed the Workshop, highlighting what makes the Ballyhoura Festival a success. One thing which works very well, she said, is to name a walk with something which resonates in the mind, such as a mythological association, something like “In the footsteps of Fionn Mac Cumhail”.

Reading through the Toolkit this journalist found it to be an excellent document. It's obvious that a great deal of careful thought and experience has gone into it. Some of the advice might seem like common sense, but what may seem common sense to one person is overlooked by another. Amongst the good advice is this paragraph in the Access and Permission section: “It's important to understand that most land in Ireland is privately owned and there is no public right of access. Getting written permission (from private landowners or public / state landowners) is essential. Fortunately, most landowners do not object to walkers as long as some basic issues are clarified. Not all private landowners may be willing to sign something in which case verbal permission may be the only option. The fundamental matter is respect. If respect is extended (e.g. by asking permission) most landowners will allow access. However, they are not obliged to, and this must also be respected.”

In the Sponsorship section there's the following good advice: “Probably the most important thing to get right when targeting sponsorship is an understanding of the match between your festival audience and the sponsor's target market. Sometimes, a local business will sponsor a festival in order to get good will and enhance their reputation, but even then, they will be cognisant of the match between your audience and theirs. If you're targeting funding from a local book shop, identify the similarities between people who read a lot and your walking festival audience. If you're targeting funding from a local manufacturer of health food or a health food store, identify the similarities with your audience. The sponsor's mantra is often: Tell me about your audience first and your festival second.”