Failte Ireland Announces Tourism Incentives to Build Dublin Brand

Failte Ireland, the Irish tourism development authority, has announced its initiatives as part of a programme for developing tourism in Ireland.

Previously, the Irish Tourism Industry Confederation (ITIC) had released a report on the best ways of exploiting Dublin’s potential for boosting tourism in Ireland.

Failte Ireland has already implemented many initiatives for increasing Ireland’s tourism potential, including the city’s new EUR4 million themed heritage trail, named Dubline; investing around EUR5.5million in developing Meeting House Square, The Book of Kells exhibition at Trinity College, and the Dublinia as tourist attractions, among other projects.

Failte Ireland is also offering a new and dedicated, Visit Dublin division, to endorse Dublin as a premier travel destination. Visit Dublin will be rolling out a new marketing campaign across the globe, aimed at changing the way that tourists from around the world look at the city. The campaign will include, amongst other things, significant investments in major festivals for the city, and the launch of an updated version of the Visit Dublin App for smartphones.

Keith McCormack, the head of Visit Dublin, Failte Ireland, said, ‘The recovery of tourism in Dublin will depend on a team approach. This will involve the public sector agencies, tourism businesses and, crucially, the wider business community’s involvement.

We particularly welcome the emphasis in ITIC’s report on partnership across all of Dublin city’s stakeholders. The business of tourism is not just for tourism businesses – there is something to gain for every business in Dublin if tourism continues to grow.’