Giant inspiration

Outdoor Experiences in Tourism Toolkit (link to be added)– provides clear guidance on experience development for the outdoors.

Lead with landscape – remember visitors can undertake activities close to where they live. Northern Ireland’s unique and diverse landscape is often the lure, and your activity can help visitors to reach their destination, connect and engage.

Be unique and authentic – clearly articulate why this experience is only available in Northern Ireland. Integrate the key inspirers - I.e. Big-Hearted’, ‘Original’ and ‘Legends and Stories’ to provide a rounded experience – again the activity is only the conduit to these.  

Wow factor, not risk factor – high octane adventures are for the select few, adventure is important but if visitors perceive the risk to be too high they’ll look elsewhere.

Focus on fun –keep trips relatively short to avoid a perception of over exertion or boredom, except where physical challenge is the key component.

Guides not instructors – experienced and qualified instructors are fundamental to delivering safe outdoors experiences. Take this to the next level by investing in staff training to ensure they can also engage with visitors regarding points of interest, nature and local stories to bring the giant spirt to life.

Intimate not crowded – visitors may be happy to follow the crowd, but they don’t want crowds to detract from their experience. Can you visit a key attraction at a less busy time or offer the view from another perspective?

Local produce – outdoors experiences will certainly build an appetite and a thirst. This provides a great opportunity to incorporate local food either during or après experience.

Snapshot Case Study: Away a Wee Walk - Cliff Top Experience

Away a Wee Walk in partnership with The National Trust provides an authentic walking experience along an iconic section of the Causeway Coast.

The guided experience provides a unique insight to the history of the coast whilst offering an off the beaten track perspective of the Giant’s Causeway stones.

Find out more about how Eimear Flanagan has embraced the outdoors at Enhance Outdoor Offerings through Experiential Tourism (tourismni.com).

Snapshot Case Study: Mobile Team Adventure - Glide with the tide

With a kayak instructor and trained chef on their books, Mobile Team Adventure has created a bespoke immersive food tour on Strangford Lough.

Kayaking is the conduit to engaging with the natural environment, hearing about the area, local people and their way of life, enjoying a sense of freedom and tranquillity. However, the key differentiator is the source to plate experience which sees visitors forage for mussels and then cook on location in a local Irish Whiskey Cream.

Mobile Team Adventure initially delivered this experience by themselves, however, to enhance the experience and consistency of delivery they have since collaborated with Indie Füde, a local independent deli who provide a Smorgasbord of produce from local producers.

A Focus on Outdoor Place Based Experiences

Outdoor place-based experiences such as at forest parks, country parks and private estates can provide the perfect location to relax and unwind. Experiences at these venues can often be self-led or alternatively provide the opportunity for collaboration through third party delivery.

It is important to consider how to create a cutting edge, to generate a surprise and make a lasting impression. The majority of the previous drivers remain valid with specific further examples including:  

• Engage the local community – the local community can help shape the visitor experience. Engagement can uncover local stories and develop a positive connection which allows the community to become ambassadors and therefore part of the experience
• Forget swings and roundabouts – integrate natural play opportunities to provide shared experiences for families
• Capture the view – develop a strategically positioned and creatively designed viewing platform which provides that unforgettable view
• Solitude and tranquillity – ensure your trail network provides the opportunity to escape from other visitors and connect with nature
• Ditch the panels - use sculpture, augmented reality, skilled guides to tell the story and uncover nature
• Add value - all proposed development should be underpinned by sustainability to ensure it is not detrimental to the environment in which it is located – in fact you should also look for ways to add value to the environment
• Manage the risk – it is vital to provide a balance between the risks and benefits your outdoor place can provide. The Visitor Safety Group provides recognised principles and practice to follow
• Collaborate – trying to deliver the entire experience by yourself is challenging especially if trying to scale you offering. Franchises, leases, partnerships are just some of the ways to enhance your offering whilst also providing a revenue stream. Examples include catering providers, activity operators, storytellers / guides
• Get the basics right - your authentic and innovative approach will be undermined if you don’t get the basics right. There is no point having a state-of-the-art natural play area if the car park is too small, the toilets are substandard or there is a lack of litter management. Don’t forget the basics!

Find out more about growing your outdoor place based experience at Tourism NI – Build Your Business.

Snapshot Case Study: Gosford Forest Park

Led by Armagh City, Banbridge and Craigavon Borough Council, Gosford Forest Park near Markethill in Co. Armagh has undergone a significant transformation over the past few years to now become one of the must visit outdoor spaces in Northern Ireland.

The change has been driven by substantial investment but more importantly by a well-considered approach to ensure the forest’s unique characteristics have been maximised in a sympathetic way to ensure differentiation and in turn market penetration.

The stand-out experience was the development of Ireland’s Greatest Adventure Trail. The five iconic play structures linked by a two-kilometre woodland trail was designed to satisfy the growing demand of child-oriented experiences in the Northern Ireland tourism market but also provide the perfect platform to convey the unique character of the place. Informed by engagement with the local community including workshops with local schools – the play structures have drawn upon local stories and inspiration from Dean Jonathan Swift who stayed at the estate during part of the time he was writing the iconic Gulliver’s Travels.

Find out more about Gosford Forest Park’s journey at Growing your Outdoor Place - Case Study | Tourism NI