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A council has been accused of wasting ratepayers’ money by flying six people more than 3,500 miles to promote a coastal path in Co Antrim.

Five councillors and a member of staff from Mid and East Antrim Borough Council are heading to Milwaukee, Wisconsin, to talk up the refurbished Gobbins attraction.

They will attend the four-day Milwaukee Irish Festival in August.

The costs of the visit, which will include transatlantic flights, hotel stays and other travel arrangements, have not yet been made public. It was given the go-ahead by councillors at a recent meeting.

The council has defended the trip, saying it will promote the Gobbins attraction - a coastal path set to re-open next month in Islandmagee. But the move has sparked anger.

A furious Ballymena businessman, who wished to remain anonymous, told Belfast Live: “I couldn’t believe my ears when I heard it.

“It’s outrageous. You couldn’t make it up. There isn’t enough money for street lights or to cut the grass.

“The council would be better telling people in Northern Ireland where The Gobbins is.”

David Hoey, Northern Ireland co-ordinator for the TaxPayers' Alliance, added: "It seems odd indeed that so many individuals are attending this conference when money is so tight. This is not an event that attracts tour operators or key tourism professionals especially.

"The Milwaukee Irish Festival is a predominantly entertainment focused event, not a tourism trade fair."

The council predicts the path will draw 50,000 visitors in each of the first two years, rising to 70,000.

It will re-open to the public for the first time in 60 years this August following a £7.5m investment.

And it hopes to use other attractions in the area with USA links, including Arthur Cottage, to pull in American visitors.

Mid and East Antrim Borough councillor and former first citizen of Ballymena, Audrey Wales, said the trip - which she is going on - will be invaluable.

She added: “Milwaukee Irish Fest is the largest celebration of Irish culture and heritage in the United States and a great opportunity to showcase The Gobbins.

“The show attracts approximately 150,000 attendees and is located only two hours from one of our key tourism markets - in Chicago.

“The festival focus is on Irish heritage and culture with a whole section devoted to travel to Ireland, so this is a very important promotion. Members are keen to generate consumer databases and enquiries and will be working towards the provision of opportunities to promote the attraction to major tour operators and key tourism professionals.”

Mayor, Billy Ashe, who isn't on the trip, added: “The last bridge on this dramatic coastal path is to be put in place during July, whilst council are busy ensuring all facilities within the visitor centre are ready to accept the many thousands visitors to this world class attraction.

“The Gobbins is one of the most exciting new tourist developments for many years.

"Located in Islandmagee, Co Antrim, it was originally designed by visionary engineer Berkeley Dean Wise and built in 1902, but fell into disrepair following the Second World War and was closed to the public in 1954.

“When it opens in August, the new Gobbins path will be a major draw for tourists, and attract tens of thousands of visitors to the area, providing a thrilling day out for families.”

For much of its history, Milwaukee was touted as the ‘beer capital of the world’.

The city has been home to some of America’s largest brewers - Pabst, Schlitz, Miller and Blatz.

A council spokesman said the trip would provide an excellent opportunity to boost tourism.

He added: "Mid and East Antrim Borough Council is working to maximise the Gobbins as a major tourist destination by marketing it across North America and Europe.

"During the past number of years, Larne Borough Council sent a delegation of elected members and officers to the prestigious Milwaukee Irish Fest. This is an event that attracts 150,000 visitors over the four days of the show.

"As the largest celebration of Irish culture and heritage in the United States, attendance requires a concerted effort on behalf of Mid and East Antrim Borough Council to ensure that a positive impact is made in one of the world’s biggest tourist markets.

"On top of a day’s travel each way, (out on 12 August and back on 17 August), members will be required to staff The Gobbins promotional stand on a rotational basis.

"This requires at least two people to be present at any time the stand is open, for up to 12 hours per day (nine hours on average) throughout the four full days of marketing at this festival.

"It should be stressed that events of this nature depend heavily on individual face-to-face conversations, something that elected members with an intimate knowledge of their home territory are best placed to provide.

"Such intense interaction over four days is hard work, each ‘customer’ who approaches the stand needs to be greeted with enthusiasm and a friendly outlook.

"Anyone who has played their part in such marketing events will acknowledge that it is vitally important to have a proper timetable to allow regular ‘downtime’ between shifts.

"The attendance of five elected members and just one member of staff in support is the bare minimum to get a return on the considerable investment by Mid and East Antrim Borough Council in the development of The Gobbins as a tourist attraction.

"Therefore, the daily timetable has been developed with the six individuals to provide this rotational presence on the stand at all times.

"This expenditure is part of the overall investment involved in the promotion of The Gobbins in one of the biggest tourism markets in the world. It is expected to bring in tourists, attracting spending across the retail and the hospitality industries alike.

"The Gobbins is being heavily marketed back home with a dedicated marketing campaign which is in the final stages of completion. This will be across a variety of platforms, including social media and will take in Northern Ireland, Great Britain, the Irish Republic and various international opportunities, such as that in Milwaukee.

"Already, in-flight magazines across airlines that fly into Northern Ireland have been successfully targeted by the initiative. Positive stories are being used in these publications which will further enhance the overall attraction of the Gobbins.

"Mid and East Antrim Borough Council is committed to ensuring the very best return for its use of public funds.

"The overall cost for attending the Milwaukee Irish Fest is still being finalised. In due course council will complete a full evaluation of all marketing spend, including the Milwaukee promotional activity.

"Finally, only one ‘partner’ is attending, at no cost to council."