DESPITE having a loyal visitor base Manx National Heritage attractions fail, in the main, to "serve or satisfy" the family market.
That's according to the findings of a new audience development plan (ADP) which was commissioned by Manx National Heritage last year.
The study, which was completed by Headland Design, reviewed the Island's heritage assets and examined the existing audiences, and potential new ones, before making a series of recommendations to help develop the organisation.
Headland Design used a research model which was first developed for use in heritage lottery fund applications and which is now used commonly as a tool for heritage agencies in the UK.
A spokesperson for Manx National Heritage explained: "The ADP recognised that whilst the Isle of Man had a wonderfully rich heritage, a wide range of varied attractions and spectacular outdoor sites - many of which are amongst the best of their type in the UK - there are many challenges in terms of audience development."
The study found that there was a lack of awareness about the Isle of Man amongst potential visitors – including those in the North West – and that a lack of publicity and the cost of getting to the Island were "key barriers" for visitors.
Manx National Heritage sites were found to be targeted at the one off tourist rather than the repeat visitor however visitors to the Island were found to be "very loyal" with a third saying they had come more than 10 times.
At the heritage sites the interpretation of the attractions was found to be "over-wordy", the signage was described as "generally poor" and the branding as "confusing". The Manx National Heritage website was also found to be "dated".
The study also showed that local people made up only 16 per cent of the organisation's total visitor base and that the heritage sites "serve and highly satisfy the older visitor market but fail, in the main, to serve or satisfy the family market".
Manx National Heritage has said that as a result of commissioning the study it now has a clear set of goals and priorities for the future.
These include attracting more people to the Isle of Man who are "motivated" by heritage, developing targeted package trips, creating a stronger and more visitor focussed website and renewing all visitor information and signage.
It also said it would lobby for a "much stronger tourism development function" and would develop active partnerships with government departments and the private sector as well as developing a programme of modernisation and refurbishment across the attractions.
As well as releasing the findings from the ADP research Manx National Heritage has also revealed the results of an economic impact study which was also conducted last year.
The study, conducted by the European research company ECORYS, found that Manx National Heritage contributes £23 million a year to the Isle of Man's Gross Domestic Product (GDP).
It was the first study of its kind to be conducted on the Island's heritage sites and according to a spokesperson for Manx National Heritage provides "hard evidence" of the value of the heritage sites to the Island's economy.
The heritage organisation was described as a "highly significant contributor to the Isle of Man's economy" directly employing 800 people on a full time basis.
The activities Manx National Heritage provide were also said to deliver educational benefits, enhance community development and provide valued resource for leisure and recreation.
In the next financial year the organisation will receive in the region of £3.8 million of funding from the Isle of Man Government.
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