This proposal envisages the County Council adopting a single resort management approach to the whole "Coastal Zone" and in doing so, capturing the identity and ethos of a resort like "Dublin’s Riviera" – an "Urban Architectural & Maritime Heritage Area" and therefore, the whole "Coastal Zone" should be managed like a National Park in respect to leisure, recreational and tourism matters.

6.1 TOURISM POTENTIAL & MARKET

In considering the market for the "Coastal Zone" it may be useful to compare the traditional market i.e. ex Holyhead, with the much more lucrative road/rail option and in doing so, we again must confront deeply rooted believes of what "tourism" means for the region.

"DART ALONG DUBLIN’S RIVIERA"

Dún Laoghaire Rathdown County has been variously described as the "Gateway to Ireland", the "Gateway County" and lately, the "Choice for all Seasons" – but how meaningful are these labels today? The county carved out of Co. Dublin in 1994 has struggled to both establish an identity of its own and to come to terms with the ever increasing encroachment of Dublin City. Never quite comfortable as part of Greater Dublin, Dún Laoghaire Rathdown, in its short history has witnessed a resurgence of the pressures to become a mere borough of the City of Dublin. The centralisation of transport and tourism policy and the lessening of its dependence on the ferry link to Holyhead have left the County with few options and a diminishing identity.

More tourists reach the county by land than by Ferry – Dublin City as a potential tourism market for the County is far more important than the Holyhead link. But why is this reality too difficult to grasp in Dún Laoghaire Rathdown? The County’s new and developing road network with its links to the N11 and the M50 and, if it ever becomes a reality, the Eastern Bypass, will further erode any separate identity for this young county. Traffic to and from Dublin to the rest of the country will effectively bypass the county not unlike the motorway network does for the separate boroughs of London or other big cities.

No doubt those in the "Dún-Lorry" campaign will, quite rightly, have much to celebrate by the removal of all heavy goods traffic, other than deliveries and pick-up, from the county. But gone too are our drive-in tourists. Though few, if any, of these tourists, free from bumper-to-bumper on existing roads, will bemoan the bypassing of Dún Laoghaire Rathdown on their journeys inland and returning to the Ferry Port or Airport on the way home. What then for tourism in the county?

Various efforts have been made over the years to promote the county or its towns and villages as destinations for the tourist. Places to stay before or after getting the Ferry or as a base to explore the hinterland of the county. Much attention has been focused at attracting overseas visitors via Holyhead to the county. Links established – brochures and videos produced, however, such visitor numbers continue to fall as the county turns its back on its real potential – Dublin City.

Dún Laoghaire Rathdown, due to age-old petty rivalries, has largely ignored Dublin City’s success instead of grasping its great opportunity and "piggy-backing" on its success and potential for growth. Dublin City is recognised as a major European City Break destination with much to offer the visitor and, if Dún Laoghaire Rathdown could capitalise on the excellent Public Transport links and its proximity to the City Centre, maybe real tourism revenue will flow in its direction. This fundamental shift from "Ferry Tourism" to the more lucrative "Day Visitor" market will cause some dissatisfaction in the powerful Hotel, Guest House and Bed & Breakfast sector. But the continued investment by the County Council, Chamber of Commerce and Business Associations in this narrow view of tourism promotion represents bad value for money as it benefits the few at the expense of the many. Tourism revenue for this county is more than bed-nights - it’s real spending in the shops, restaurants and pubs of the county.

However, since no serious expansion in bed numbers through the development of new hotels is possible inside the N11, therefore, if tourism revenue is to be secured for the county, a strategic development of "Urban Tourism" is necessary for Dún Laoghaire Rathdown. The County must focus on its tourism assets – the Bay, its new Marina, each of its major towns linked by DART and a vibrant entertainment base in each with lively pubs, restaurants and clubs. Focusing on "tourism assets" and promoting tourism is not the same as promoting the "county" as a separate administrative area in terms of Irish Local Government and this fundamental fact must be fully understood in County Hall if the county’s tourism revenue potential is to be realised.

The county’s heritage assets are also largely linked by DART or by connecting bus thus allowing the Day Visitor to maximise their available time in the county. With Dalkey Castle and Heritage Centre, James Joyce Museum, National Maritime Museum, Comhaltas Ceoltóirí Éireann, Marconi Centre, Dance Theatre, Pavilion Theatre and the Oratory all in easy reach by DART. Indeed, following the restoration of the Martello Tower at Seapoint by the Genealogical Society of Ireland, a new Family History Archive & Research Centre, the County of Dún Laoghaire Rathdown can offer "Heritage by DART" for the Day Visitor.

The development of an "Urban Tourism" policy and the effective embrace of the success of Dublin City by Dún Laoghaire Rathdown will require a fresh branding initiative focussing on its proximity to the City Centre and highlighting the county’s maritime location and quality tourism facilities. The question remains for County Hall, however, are they prepared to be truly, Dublin’s Riviera County?

6.2 TOURISM PLANNING

The County Council, in consultation with the various tourism interests in the County, especially, in the "Coastal Zone" should provide the necessary resources for comprehensive tourism planning to be undertaken by Dún Laoghaire Rathdown County Tourism Company to develop and exploit the "Dublin’s Riviera" concept.

6.3 RESORT AREA MANAGEMENT

Whilst, the present responsibility for Tourism in the County rests with the Dún Laoghaire Rathdown County Tourism Company, this new "resort" requires a broader approach to involve the Parks Department, Harbour Company, Development Company and the wider community, both business and voluntary.

However, the County Council, in order to provide for the maximum visibility for both the resort concept and the theme "Dublin's Riviera" and to provide an on-the-spot interface with our visitors/tourists, the County Council can draw on the experience of the various resorts in the USA and the National Trust in Northern Ireland and consider the appointment of "Official Guides" or "Blue Caps" for the peak season and to provide valuable assistance during major festivals..

These "Blue Caps" would provide advice, assistance and reliable information to both tourists and others in the Town Centre of Dún Laoghaire, Dalkey, Blackrock and Killiney. As with other such services throughout the world, clearly identifiable uniforms would be provided for personnel meeting a high standard of appearance, good local knowledge and, possibly, language skills.

Training for the "Blue Caps" would be of a high standard, possibly, with the assistance of the local Hotels, businesses and Tourism Companies.

6.4. LITTER POLICY

The town of Dún Laoghaire, especially, on the streets and lane-ways off George’s Street has become increasingly defaced with litter and abandoned shopping trolleys from Bloomfields, Dún Laoghaire Shopping Centre and Dunne’s Stores. These shopping trolleys when abandoned in the lanes and left uncollected for several days are then utilised by fly-tippers to hold bags of rubbish, thus, attracting more serious fly-tipping of beds, mattresses and furniture. This situation seriously impedes any and all efforts by the County Council to enhance the image of the town and the associated "Coastal Zone" of the County.

Proposal:

That, the abandoning of shopping trolleys outside a fixed zone around each shopping centre or outlet be regarded as littering and thus, attract the appropriate on the spot fine of Ir£50.00 or Ir£1,500 should the matter go to court.

That, each Shopping Centre area be "Green Boxed" where, inside this zone trolleys may be left for collection by the stores, however, members of the public taking the trolleys outside the zone would be liable to a fine should the trolley not be returned to the "Green Boxed" area.

That, new signage advising the public of the "Green Box Areas" be erected and that, such signage should indicate the possible fines prominently.

That, trolleys recovered by the Litter Wardens outside the "Green Box Area" be returned to the stores with a levy of Ir£50.00 per trolley recovered being charged to the store concerned.