Moyle Tourism: development strategy and action plan

3 July 2010 | blog, strategy, tourism

The Moyle coast at Dunseverick - the Moyle Tourism Strategy
We were appointed by Moyle District Council to provide a tourism development strategy and action plan – the Moyle Tourism Strategy. Moyle has a strong competitive advantage as it includes some of the most iconic tourist destinations on the island of Ireland, including the Giants Causeway, the Carrick-a-rede Rope Bridge and Bushmills Distillery. It boasts breathtaking scenery with Area of Outstanding Natural Beauty status, a picturesque rural hinterland and villages. Moyle attracts the largest number of tourists in the Causeway Coast and Glens area with just over 3 million visitors in 2008 (almost 28% of the total number) spending £115.3 million.
Moyle Tourism Assets
Traditional approaches to tourism development often overlook the importance of the total experience of particular areas, favouring instead a heavily statistical approach or a one-dimensional methodology that focuses on small parts of the tourism spectrum.

Our starting point was that tourism development is no longer simply a case of increasing visitor numbers and footfall figures in particular locales. It is concerned with ensuring that the Council is able to improve opportunities for bringing direct economic and other benefits to local communities, raising awareness about important global environmental issues (particularly in the case of a World Heritage Site) and managing sensitive built and natural environments.

Also the Council can contribute in the widest sense to the future well-being of the area by nurturing local traditions and culture as well as being responsive to an ever more discerning traveller whose choices are increasingly boundless and whose tastes and expectations are ever more diverse and demanding.

The scope of the commission included research and audit, consultation, policy appraisal, activities and product review, funding appraisal, strategic theme development as well as management and implementation.

Willie Miller, the founder and principal of WMUD, died on 12th January 2021 after a short illness. Willie was a much-loved husband and father and had a huge circle of friends  and professional colleagues. He was a multi-talented urban designer whose work had a major impact on hundreds of cities, towns and neighbourhoods throughout the UK and over the past 25 years. He also worked in Ireland, the Channel Islands and the USA.

Ines Triebel has been with WMUD since 2005, and she will continue the practice, drawing on her skills as a planner and designer. Ines has worked on place strategies, masterplans, policy guidance, regeneration and development frameworks, and the design of public realm and streetscape projects. She has extensive experience of working with communities, including charrettes.

WMUD will continue its long-standing strategic partnerships with Benton Scott-Simmons, Nick Wright Planning, Kevin Murray Associates, icecream architecture, yellow book and others. Please direct inquiries to Ines at [email protected] or contact any of the practices named above.