Developing Tourism in Donegal
Tourism Jobs & Revenue
227,000
*Based on 2023 CSO figures
10 Years of The Wild Atlantic Way
The Wild Atlantic Way, the hugely successful tourism brand developed by Fáilte Ireland in response to the global financial crash, was launched to the tourism industry at Meitheal in 2014, and over the last decade has become a globally recognised tourism brand and has provided an economic engine for the west of Ireland.
According to a new report launched in 2024, nearly 2 million more visitors visited the Wild Atlantic Way in 2023 compared with 2013. Tourism is now worth €3billion per year on the Wild Atlantic Way, an increase of 59% on 2013, and this growth has contributed to the creation of an additional 35,000 jobs, with tourism now supporting 121,000 jobs across the region.
Domestic Marketing
At Fáilte Ireland, our marketing aims to inspire domestic tourism by encouraging short breaks in Ireland, with a goal to boost year-round tourism revenue spread across the country. Our Keep Discovering domestic campaign is the cornerstone of our consumer marketing strategy, promoting regions to visitors from the Republic of Ireland and Northern Ireland through various high reach channels including TV, video-on-demand, digital, media partnerships and an extensive PR and Influencer plan.
Additionally, our sponsorship of RTÉ Weather reaches 1.6 million people on average 8 times per week, providing a great platform to deliver timely, relevant and compelling messages to encourage viewers to Keep Discovering Ireland all year round.
€3 billion
Driving Climate Action for Tourism Businesses
Tackling climate change is one of the biggest challenges and opportunities facing tourism businesses today. Fáilte Ireland’s Climate Action Programme is delivered by Fáilte Ireland and a team of sustainability advisors who will mentor and guide businesses over a three-year period providing hands-on support and investment advice for tourism businesses aiming to become more sustainable and will help drive real change in businesses.
In line with government targets, the Programme will focus on reducing carbon emissions and saving money, along with broader areas like energy and waste management, water consumption, renewables, and biodiversity. More information on the Climate Action Programme can be found at https://supports.failteireland.ie/climate-action/
Accessible and Inclusive Tourism
Fáilte Ireland’s ambition is to support all tourism businesses improve their inclusive offerings and ensure that destinations, products, and services are accessible to all. Our 2025 plans focus on raising awareness of accessibility and inclusion, building capacity, and offering more choices for all.
We embrace the principle of ‘nothing about us without us’ to make Ireland a leading accessible and inclusive destination. Together, we can create welcoming tourism experiences that enhance our communities as great places to visit and live.
For more information please visit: https://www.failteireland.ie/ Development-menu-item/Accessible-and-Inclusive-Tourism.aspx
Building excellent employment
Since Fáilte Ireland launched its Employer Excellence Programme in 2022, 30,000 employees and 300 businesses across the tourism sector have benefited from the programme. This three-year programme enhances retention, reward recognition, and communication. Additionally, the programme offers benefits such as top-tier people management training, access to an employee survey provider, expert HR advice, and the opportunity to be acknowledged as an Excellent Employer at our annual awards.
To support businesses to upskill new and existing employees, Fáilte Ireland launched learniFI, an online learning platform to drive professional development with over 250 tailored courses and dynamic live learning sessions across key business disciplines including HR, Finance and Climate Action. To help build the future pipeline of talent, the Fáilte Ireland Work Experience Programme connects Transition Year students with local tourism businesses, providing work experience and helping build a future talent pipeline. For more information, visit www.failteireland.ie/tourismcareers
DEVELOPMENT IN Donegal
Regional Tourism Strategy for Wild Atlantic Way
Donegal is included in Fáilte Ireland’s Wild Atlantic Way Regional Tourism Development Strategy 2023–2027. This roadmap for the tourism industry and all stakeholders involved in tourism in the region will help navigate the current challenges and steer a course towards a sustainable recovery and continued success.
The plan sets out a strategic approach to unlocking the commercial potential of Wild Atlantic Way. It will ensure focus on tourism development is sustainable and regenerative and that the benefits accrue to local communities and to nature.
Destination and Experience Development Plans
Destination and Experience Development Plans (DEDPs) are 5-year sustainable tourism development plans for a destination, which bring public and private sector organisations together to prioritise tourism development projects and maximise their chance for success.
Donegal will be developed under the following Plans:
• Inishowen Peninsula DEDP (launched in 2022)
• West Donegal and the Islands DEDP - 2026
• South Donegal DEDP
• DEDP for Donegal Gaeltacht - 2026.
Fáilte Ireland’s Champions Programme
Fáilte Ireland’s Champions Programme is designed to help tourism businesses enhance their team’s customer service skills and build local product knowledge. The programme is tailored to each of our regional experience brands (Ireland’s Ancient East, Ireland’s Hidden Heartlands, Wild Atlantic Way and Dublin) combining our successful Local Experts and Service Excellence programmes, with specialised training in accessible tourism. Frontline tourism professionals and anyone who engages with visitors, are invited to register for one of our free Champions Programme workshops. For more info on upcoming workshops see https://www.failteireland.ie/Product-development/champions-programme.aspx
Investment in Donegal
Capital Investment in Donegal
Platforms for Growth Investment Grant Scheme
Large Capital Grants: Fort Dunree
€9.3m
A decision on planning permission for the planned €12.5m visitor centre project at Dunree is due early next year. Fort Dunree and Head proposes a compelling visitor experience that will showcase its considerable maritime, military, social and political history, telling engaging stories across each of these facets.
Platform For Growth (2) – Facility Centres for Water Based Activities
These best-in-class facilities will include hot showers, changing and toilet facilities, secure storage, induction spaces, equipment washdown and orientation points. They will be fully wheelchair accessible and built using sustainability best practices such as solar heating panels to meet ‘Nearly Zero Energy Building Standards.
Fort Dunree
€9.3m Fáilte Ireland investment
Total project cost €12.5m
€2.4m Investment
Tullan Strand, Bundoran. Co. Donegal €1.2m Downings, Co. Donegal €1.2m
The Coast-to-Coast Capital Investment Scheme
As part of the Shared Island Tourism Brand Collaboration Project, the Coast-to-Coast Capital Investment Scheme is a new initiative designed to enhance interpretive visitor experiences at existing attractions across the island of Ireland. This scheme is a collaboration between Fáilte Ireland, Tourism Northern Ireland and Tourism Ireland and aims to create seamless travel and unforgettable experiences between two iconic routes: the Wild Atlantic Way in Ireland and the Causeway Coastal Route in Northern Ireland. For more information please see: https://www.failteireland.ie/sharedisland-initiative.aspxhttps://www.failteireland.ie/shared-island-initiative.aspx
The total budget for the Scheme is €3m. €1.5m is available to support eligible projects in Ireland, and £1.25 million is available to support eligible projects in Northern Ireland.
Festivals and Events
Festivals and events are a vital component of the visitor experience for local, domestic and international audience. Fáilte Ireland has identified tourism focused festivals and events as a key driver for tourism growth, particularly in the off-season. Festivals and participative events serve to increase both awareness of and dwell time in the destination, while also adding variety and diversity to the area. Investment in and business development support for festivals is helping to drive growth in the regions and draw both domestic and overseas visitors to different parts of the country in the off-peak season.
Fáilte Ireland provides funding for local and community festivals through its ‘Regional Festivals Programme’, which has been managed by Local Authorities since 2018. In addition to this Fáilte Ireland’s own Strategic Festivals Fund supports over 40 Festivals and Participative Events with a tourism focus.
€1.5m
Funding Available in Ireland.
€190k in Festival Funding
Fáilte Ireland Initiatives for Donegal
Destination Towns – Bundoran
Fáilte Ireland’s Destination Towns scheme is designed to boost the attractiveness and tourism appeal of towns nationwide, and is funded under the Government’s Project Ireland 2040 Strategy. Fáilte Ireland allocated €500,000 in funding to Donegal County Council to develop Bundoran under this scheme.
Malin Head Masterplan
Fáilte Ireland will explore opportunities to work with businesses and stakeholders to support the development and activation of the Blueway and promotion to consumers.
Bundoran Masterplan
A master planning approach to develop Bundoran as the Coastal Adventure Capital of Ireland and a vibrant year-round destination. This is delivered through how we maximise our urban, green, blue and community spaces.
Given Fáilte Ireland’s capital investment to date at this location, increasing visitor numbers and the environmental status of the site as a Special Area of Conservation the Masterplan will look at how best to manage the visitor experience and ensure we maximise the potential of this iconic location for the economic benefit of the wider geographic area.
Árainn Mhór-Ailt an Chorráin / ArranmoreBurtonport Blueway
Árainn Mhór-Ailt an Chorráin / Arranmore-Burtonport Blueway was awarded accreditation by the Blueway Partnership in 2023 and becomes the first Atlantic Blueway in Ireland. The Blueway Partnership is an all-island body comprising Fáilte Ireland, Sport Ireland, Sport Northern Ireland, Waterways Ireland and Tourism Northern Ireland.
Gaeilge agus Fáilte
West Donegal and the Islands DEDP - 2026
Over the next 18 months, a new Destination Experience Development Plan (DEDP) will be developed for West Donegal and the Islands, including the Donegal Gaeltacht. This plan will focus on elevating the visitor experience by highlighting the unique culture, landscapes, and heritage of the region. By promoting sustainable tourism practices and involving local communities, the DEDP aims to create a vibrant and resilient tourism sector that benefits both residents and visitors.
Glenveagh Masterplan
This plan will undergo public consultation early 2025
Ards Forest Park Plan
This plan has just been reactivated post covid.
Fáilte Ireland has launched an exciting new initiative called Gaeilge agus Fáilte, aimed at promoting the Irish language through a pilot scheme. This initiative focuses on creating new content and promotional campaigns for businesses in Gaeltacht regions, where the Irish language is an integral part of the tourism experience. By highlighting these unique businesses, the scheme aims to attract visitors interested in immersing themselves in Ireland’s rich linguistic and cultural heritage. This effort not only supports local economies but also fosters a deeper appreciation for the Irish language and its role in the country’s cultural identity.
(2021 – 2026)
Powering Online Excellence
The Digital that Delivers programme is a pioneering initiative designed to transform the digital capabilities of attractions, activity providers, strategically funded festivals, and tourism-focused golf courses. This two-year development programme aims to equip up to 720 businesses with essential digital tools, skills and strategies to improve their online presence. Created in response to research highlighting low adoption of digital technology in these sectors, the programme provides resources to activate and optimise booking systems, develop accessible websites, improve customer engagement, and boost sales. It supports Fáilte Ireland’s mission to attract more visitors to emerging regions and destinations. By the end of 2026, the programme will have awarded, up to €18.4 million in investment grant-aid to businesses throughout Ireland. Fáilte Ireland predicts this investment will generate €408 million in additional economic activity over a 10year period, supporting up to 11,000 sustainable jobs across Ireland.
Fáilte Ireland is the National Tourism Development Authority and is funded by the Government of Ireland through the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media