Developing Tourism in Mayo

Developing Tourism in

Mayo

Tourism

Jobs & Revenue

*

Tourism delivered

€10bn

in expenditure between the overseas and domestic markets

Tourism generates

€2.9bn in exchequer revenue – the equivalent of

It is estimated that tourism industries account for

227,000

€1,600

jobs nationwide

per household

*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.

€3 billion

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.

Figures and information correct at the time of production (December 2024). Project costs and funding subject to change.

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

Mayo

Regional Tourism Strategy for Wild Atlantic Way Mayo 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.

Mayo is being developed under the following Destination and Experience Development Plans • The Clew Bay Destination and Experience Development Plan which was launched in November 2021.

• North Mayo Destination Experience Development Plan. This comprehensive plan will encompass the Gaeltacht region, aiming to enhance the area’s tourism potential while preserving its rich cultural and linguistic heritage. Through strategic initiatives and community engagement, the DEDP will foster sustainable growth, making North Mayo an even more attractive destination for visitors.

• Inland Mayo Destination and Experience Development Plan.

Consultations to begin in 2025 for publication in 2026.

Investment in

Mayo

Immersive Heritage and Cultural Attractions - Westport House Estate and Gardens In 2021, Fáilte Ireland announced its largest investment ever in a singular tourism product totalling €20.2m to date, to assist with the development of Westport Estate as a national attraction of significance.

€20.2m Fáilte Ireland investment

Planning permission has been granted with projected completion in 2027.

Capital Investment in Mayo Ceide Fields Visitor Centre, Ballycastle, Co. Mayo.

In 2022 the new visitor attraction at Ceide Fields was launched and opened to the public. This investment was developed in partnership with OPW and the Dept of Housing, Local Government & Heritage.

€1.15m Fáilte Ireland investment

Platform For Growth (2) – Facility Centres for Water Sports Activities Keel, Achill Island and Carrowmore Beach, Louisburgh.

These best-in-class facilities will help extend the outdoor tourism season by providing year-round hot showers, changing rooms, toilets, secure storage, induction spaces, and equipment washdown areas. Accessibility and sustainability will be key focus points for the project, ensuring full wheelchair access and the installation of solar heating panels.

It will also feature a Changing Places facility along with an accessible toilet.

€2.4m investment

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 festival in the destination, while also adding variety and diversity to the area. Investment funding 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.

€67.5k

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 Figures correct at time of production (December 2024). All project costs and funding subject to change.

Fáilte Ireland Initiatives for

Mayo

Planetarium and observatory in Mayo Dark Sky Park Fáilte Ireland and the National Parks & Wildlife Service are advancing plans to develop a planetarium and observatory in Wild Nephin National Park to capitalise on its rare dark sky accreditation and position Mayo as the best place to experience the dark skies in Ireland.

Destination Towns – Belmullet 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 Mayo County Council to develop Belmullet under this scheme.

Keem Bay Visitor Management and Sustainable Development Strategy commissioned by Mayo County Council and Fáilte Ireland published in January 2024. Numerous actions implemented in advance of summer season including appointing a warden to the site.

Keel Masterplan Fáilte Ireland’s and Mayo County Council confirmed plans for a masterplan for Keel and its environs, to progress in 2025.

Grace O’Malley Trail Masterplan Masterplan for the development of a visitor trail that explores the life of Grace O’Malley at multiple sites around Clew Bay completed in 2024.

Clew Bay Bike Trail In 2021 Fáilte Ireland and Mayo County Council collaborated on a project to develop a looped cycle experience of Clew Bay, one which brings visitors by ferry to Achill Island and Clare Island without any backtracking on the route – and position it as the premier looped cycle experience on the Wild Atlantic Way. As the experience heads into year 4 with plans progressing for an additional spur from Clare Island direct to Inishturk for those who want an island-hopping experience in 2025.

Gaeilge agus Fáilte 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 businesses, the scheme aims to attract visitors interested in Ireland’s rich linguistic and cultural heritage. This effort supports local economies and fosters a deeper appreciation of the Irish language and its role in the country’s cultural identity.

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.

(2021 – 2026)

Powering Online Excellence

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 E00157725 Digital that Delivers Team - Table stand (CL).indd 1

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